KASPERSKY SECURITY FOR STORAGE Product Launch Presentation Global B2B Product Marketing Teams.
Marketing Plan for a Product Launch
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Transcript of Marketing Plan for a Product Launch
Chitwant RajuTahalyani
Saurabh Mhase
SarangBanubakde
Kedar Risbud
Digvijay Singh Yadav
Dr. SwatiGogawat
VarunBalakrishnan
INTRODUCTION ITC is an India conglomerate with presence in Tobacco, FMCG, Hotels, Paper-boards, Paper & Packaging, Apparel industries
It forayed into the dairy and beverage industry in 2011
Aahar is the new Health Food Drink being launched by ITCContains all essential nutrients
Substitute and/or additive to milk
OBJECTIVESCorporate objectives:
oITC wants to be the leader in the HFD market with special focus on the rural HFD segment.
Consumer retentiono New consumers from rural markets
o New consumers from urban markets
o Existing consumers of existing HFD
Intermediaries retention
MARKET ANALYSIS
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90000
Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12 -50
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Annual Production (Tonnes) Change in consumption (%)
COMPETITIVE ANALYSIS
COMPETITORS AND PRICING
BRAND PRICE
Glaxosmith Kline
- Horlicks Ninja Rs 145@
500gms jar
- Junior Horlicks 123
and 456
Rs 190@
500gms jar
- Lite Horlicks Rs 200@
500gms jar
- Mothers and
Women’s Horlicks
Rs 275@
500gms jar
Boost Rs 142@
500gms jar
Maltova and Viva Rs 164@
100gms jar
BRAND PRICE
Cadbury
Cadbury
Bournvita
143
@500gm
Cadbury
Bournvita 5
star
150
@500gm
Bournvita Lil
Champs
175
@500gm
BRAND PRICE
Heinz
Complan for
Growth
Rs 192
@500gm
(plain)
Rs 218
@500gm
(flavored)
Complan
Memory
Rs 228 @
400 gm
Complan Nutri
Go
Rs 228 @
400 gm
MARKETING MIX
PRODUCT AAHAR- HEALTH FOOD DRINK
• 27 essential nutrients
• DHA for brain development
• Whey & soy protein
High Nutrition
• Natural/Basic flavour
• Chocolate flavour for tasteFlavour
• Non granular powder based drink and easy solubilityTexture
PRICE AND PACKAGING
Features & Advantages• Low Priced product• Approximately 35% discount over purchase of other products existing brand• Attractive packaging
PACKAGING PRICE(RS.)
25 gms (Sachet) 6
200 gms 45
500 gms 90
PLACE
URBAN DISTRIBUTION CHANNELS RURAL DISTRIBUTION CHANNELS
Distributors.-Interaction with the downstream channels like
Wholesalers, Retailers, Paanwaalas.
Large Format Rural Retail Stores -
DSCL Haryali Stores
M & M Shubh Labh Stores
TATA / Rallis Kisan Kendras
Escorts Rural Stores
Warna bazaar
3A Bazaar
Wholesalers Local “Kirana” stores in supply chain loop Small Format Rural Retail Stores
Local “Kirana” stores..
Retailers: low end retail chains like Big Bazaar as well as high end
retail chains like Spencers with equal aplomb.
Agricultural Marketing System - Haats (Periodic Markets) - 47000 all
over India.
Wholesale Markets - Governed by APMC Act - 7557 across India
Melas (Exhibitions)
Convenience Stores (Paanwala):
Network of “convenience stores”, its name for the hole-in-the-wall
paan-beedi shops.
e-Chaupal
The Chaupal Saagars along with the Chaupal Centres
Mobile Marketing Vehicles agreements
Companies having existing vehicle infrastructure for distribution. For
example:
BPCL - Rural Marketing Vehicle (RMV)
PROMOTION
Rural promotion strategy Low income Urban promotion strategy
1) Promotion in local village schools
Day events
Tie up with health officials to spread awareness
2) Free distribution of promotion sachets
Sachet of 30gm (1 month)
Promotion in community Melas and village Haats
3) Mass media channels advertisements
Regional FM radio channels.
Regional television channels
4) Mobile van marketing
'SAMRAT' and BPCL would also be used.
1) Promotion in regional city schools
Central school .
Leaflets and free sachets
2) Free distribution of promotion sachets
Promotion sachet of 30gm (1 month)
3) Promotion campaigns in selected large retail chains
Reliance Fresh and Big Bazar.
Free cup of Sunfeast Aahar health drink .
Mass media channels
Advertisements
Regional city FM radio channels
Popular national TV channels
Popular women magazines read - Sarita, Wonan’s
Era etc.
SEGMENTATION
Segment Consumer Needs/Preferences Key Purchase
Decision Maker
Segment
Share
Competition
Toddlers (2 - 5 years) Nutritional constitution and easy to digest Mothers High Milk
Highly objective and critical analysis by mothers for
nutritional value
Taste is important for kids to accept the drink
Children (7 - 15 years) Nutritional constitution focused on overall growth -
both physical and mental.
Mother with
strong influence
from the child.
Very High Cereals, Non
Carbonated
Drinks, MilkParents' anxiety for physical & academic growth of
the child
Taste is very important attribute for a child in
influencing parents' decision.
Young adults Nourishment needs of adults can be supplemented
through health drinks.
Direct consumer Low Cereals, Tea ,
Coffee, Energy
Drinks
Women Special nutritional needs of pregnant and nursing
mothers.
Nursing mothers
and working
women
Low Cereals, Milk
Health drink consumed by mothers improves the
quality of mother's milk.
Executives/ Elderly/ Sick Should not have fats and have low caloric value Caretakers and
homemakers
Low Cereals, Non
Carbonated
Drinks, Mineral
Water
Caters to nutrition requirements
ZONAL SEGMENTATION
90% of sales of health drinks come from the urban market whereas 10% come fromthe rural markets.
None of the current health drink manufacturers are currently strong in the rural market.
The white health drinks are more popular in the South and East regions of the country as
these regions have been traditionally milk deficient.
Almost 85% of the revenues of the white health drinks come from the South and East
regions and remaining from the North and West regions.
POSITIONING
High Nutritive value
Low Nutritive value
HighAffordability
LowAffordability
Horlicks Boost
Milo
ComplanBournvita
Aahar
Proteinx
Herbal life
TARGETING Targeting rural and urban market. Toddlers having age between 2-5 years Children having age between 7 to 15 years South and East regions of India
SALES TARGETS
Areas Market size( in Rs. crores)
1st year 3rd year 5th year
Rural 900 5% 15% 25%
Urban 2100 3% 5% 10%
Total 3000 ------ ------- -------
Sales ------ Rs. 100 crores Rs. 240 crores Rs. 435 crores
Profit ------ Rs. 12 crores Rs. 28.8 crores Rs. 52.20 crores
Financial Budgets
In Rs Crores Year 1 Year 2 Year 3 Year 4 Year 5
Sales 100 240 435 567 699
R&D Cost 20 3 5 6 8
Raw materials,
stores and spares
25 55 100 130 160
Labor 10 22 40 51 62
Selling and
distribution
expense
6 12 22 28 35
Ad Expense 150 100 80 80 80
Gross Profit 72 160 290 375 460
Net Profit 12 29 52 68 84
Cumulative
Expense
411 603 850 1145 1490
Cumulative Sales 100 340 775 1342 2041
Break-even
DISTRIBUTION CHANNEL
Manufacturing biscuits
Manufacturing unit Atta
Distributor exclusive
Pan Dabbas
Malls
Retailers
Whole sellerSmall
Retailers
Manufacturing cigarettes
Manufacturing food products
Hub
INTEGRATED MARKETING COMMUNICATION
Launch in a NEWSPAPER AND MAGAZINES (mostly used by house-holds)- Distributing a sample of Aahar in Magazines.
INTERACTIVE PROMOTION: Name the key Nutritious ingredient present in Aaharwhich helps in brain development? ( this will be mentioned on 200gm-500gm box)
A) DHA B)NaCl c) Sugar D) None of the above
SMS the answers to .....
One lucky winner will get holiday for 2 nights & 3days in one of the 5star ITC HOTEL.
Use of TELEVISION advertisements for promotion part
Advertisement on WHEEL
CONTINGENCY PLANS
Anticipated Risk:
Immediate Launch Failure
Long term Failure
Reaction from Competition
Decrease in Income of Consumers
T h a n k Y o u
Aahar the Source of Real Energy