Product launch

Assorted deodarant

Efforts by:- Prateek Mishra Roshni Raj Mansi Panjani Anuranjan Kumar Shruthi Sashi Kumar Monojit Malik

IS THIS HOW

PEOPLE REACT

WHEN YOU ARE

AROUND?

DO NOT WORRY….WE HAVE THE BEST

SOLUTION FOR YOUR PROBLEM

ASSORTED -Arousing freshness in

your work life

Overview

•Assorted is a deodorant product under a

hypothetical start-up – Redolence Pvt. Ltd.

• Partnership basis- 5 Partners

•Initial investment is 25 crores

S.W.O.T ANALYSIS

STRENGTH: 2 focused ranges for men and women Incredible humidity absorption

capacity High differentiation factor due to

factors like humidity absorption, dual fragrances in single pack.

Good distribution, promotions, and campaigns for luring customers

WEAKNESS: Only an urban market phenomenon Deodorants market is highly

competitive and hence limited scope to increase market share

OPPORTUNITY: Expand in more varieties to make

presence felt Eventually tie up with hotel chains

and large organizations.

THREATS: Deodorants sales are seasonal. Competition from Premium segment

deodorants like axe, Garnier, set wet etc.

Customer retention difficult

S.T.P. analysisSEGMENTATION

TARGETING

POSITIONING

Segmentation

geographic

indian

Urban people

demographic

Middle aged

Male/female

Middle to high income group

Working professionals

PSYCHOGRAPHIC

Attitude and belief

People who prefer to use deodorants and those who do not

Target customer

Positioning Statement

“We offer 48 hours antiperspirant deodorants for catering to the needs of working professionals, aged between 20 to 50 years.”

Competitive brands market share

Competitors review

V/S

Major competitor Unilever We will defeat you

PRODUCT Our product would be

offered in 180 ml pack It will be available in two

packs. The design of the product

would be attractive. The U.S.P. of our product

“assorted” would be that, it will be offered as a deodorant, with two fragrances in one bottle.

MARKETING MIX

PRICEThe deodorant would be introduced in the market at a

price of Rs180.

A margin of 10% would be kept for the wholesalers

and a margin of 25% would be kept for the retailers.

PLACE

• Our product “Assorted” would be launched in the national market.

• It will be available in every major city of India. We will sell our product at retail outlets, supermarkets, apparel stores.

CHANNELS OF DISTRIBUTION.

MANUFACTURER WHOLESALER RETAILER CUSTOMER

We will be distributing our product via supermarkets in the country

like Big Bazaar, Spencer’s, Hyper city.

We would also use traditional channel i.e. unorganised stores. Our

distribution channel length would two level distribution that will

include manufacturer, wholesaler, retailer, customer

CHANNEL MEMBERS.

To get adequate shelf space in the stores we would

provide some discounts to channel members. Initially we

would keep our margins low and allow more margins to

the channel members

Packaging

Our packaging would be attractive and the bottle

would be made of metal.

we would be printing a health tips for keeping skin

healthy on each bottle that we will be produced.

We will also be providing sample deodorants for trial

purpose but that would be done only in selected

stores.

PROMOTION

Newspapers

Magazine

Social networking sites

Radio

Television

Internet ( Social Networking Sites)

Brouchers

Bill boards

Promotional Events

Promotion (cont.)

our promotion strategy would include promoting

product by providing deodorant in small bottles for

trial purpose (only in selected stores).

ASSORTED DEODRANTS

AROUSING FRESHNESS IN YOUR WORK LIFE

Research Costs Total 378002.00

Communications Costs Total 641250.00

Networking Costs Total 6350.00

Promotions Costs Total 557500.00

Advertising Costs Total 369100.00

Public Relations Costs Total 160000.00

Meal Costs Subtotal 37950.00

List Service Costs Subtotal 77700.00

Audio/Visual Services Subtotal 17870.40

Additional Costs Subtotal 21695.00

ESTIMATED MARKETING GRAND 2267417.40

BUDGET PLAN (in Rs.)

BREAK EVEN ANALYSIS

UNIT COST PRICE = Rs. 180

Selling price Rs. 180.00

Less :Variable cost @ 60% Rs. 108.00

Contribution Rs. 72.00

BEP (in Units) = Fixed Cost / Contribution per unit

BEP (in Units) = 13,88,889 units

BEP (in Rs.) = Fixed Cost * Selling Price

BEP (in Rs.) = Rs.25,00,00,000

MARK UP PRICE

Market Suggested Retailer Price Rs.180.00

Retailers Mark Up Price (25%) Rs.45.00

Wholesaler Price Rs.135.00

Manufacturers Mark Up Price (10%) Rs.14.00

Manufacturers Cost Rs121.00

Total Investment = Rs.25, 00, 00,000

Total Production in One Year = 10, 00,000 Units

Fixed Cost = 40% of Investment = Rs.10, 00, 00,000

CONTIGENCY PLAN

In case the product fails in the market , then we would come up with new product that will target youths. We will reposition our product and some alteration will be made in its composition. we will use the fixed facilities that we already have.

Single Segment

Targeting Other Segment

Diversifying Worldwide

World’s Market Leader

Thank you!