TEST MARKETING PLAN

PRESENTATION BY:KEERTHI NINAN

S2 MBA AVISHKAR

TEST MARKETING

Product development stage where the product and its marketing plan are exposed to a carefully chosen sample of the population for deciding if to reject it before its full scale launch.

Test marketing plan for launching hydrogen car, transparent toothpaste and fire cake in place of gas cylinder

HYDROGEN CAR

HYDROGEN CAR

32% of the entire world's energy is consumed by Automobiles. This implies if a change in the source of fuel for automobiles happens; the world can save 32% of its oil produce.

Thus, a radical change in the source of fuel from hydrocarbon based petrol and diesel can save a huge amount of oil for the future and hence playing its major role in “Sustainable Development”.

• Hydrogen car uses hydrogen as its onboard fuel for motive power. It convert the chemical energy of hydrogen to mechanical energy either by burning hydrogen in an internal combustion engine, or by reacting hydrogen with oxygen in a fuel cell .

• PricingBy focusing on the entire market by specializing in the design,

manufacture and maintenance of the “Hydrogen powered engine‟ and can cater to a worldwide market.

This strategy will enable to operate in a high economy of scale and hence reduce the manufacturing cost.. This will help to enter competitive markets like India, China or Japan.

Even though the capital expenditure of the car will be high because of the engine, the operating expenditure that includes running costs and maintenance will be greatly reduced as the engine will be clean as the only residue produced is water vapor

Place:• Focusing on smaller niche market is feasible that

have demand for new technologies. Targeting specific markets will help to create a foot hold in the market and helps to expand quickly.

• The markets that can be concentrated upon are the Middle East, Japan and the USA as the demand for technologically advance automobiles are higher than the other countries.

Test marketing

Standard testing :Marketing campaign in selected areas that have demand

for cars and where the prices of fuel are high by:• demonstrating the procedure and working of hydrogen

powered engines.• creating an awareness about the eco friendly car with

no pollution.• Feasibility structure and usefulness.• Knowing interest of people through questionnaires.• Making prototypes and testing.

TRANSPARENT TOOTHPASTE

SHINE TOOTHPASTE

Shine toothpaste(transparent) designed especially for kids. The overall objective for this plan is to make market awareness for the Shine toothpaste in all regions of the country, advertise objectives and make different appeals, and open up opportunities in the market for a new product.

• The Shine toothpaste for kids is now introducing itself into the market to help bring back healthy smiles.

• It comes in five different flavors which are orange, grape, cherry, and watermelon.

• Shine has clinically proven fluorite that helps to fight against and prevents cavities. The toothpaste is a gel-like substance that is gentle on the child’s enamel.

• It has fun flavors that all kids love, and makes fighting cavities more fun

Consumer Analysis

• The ultimate target market will definitely consist of the younger generation. We are expecting the target market to range from 4years and over.

Test marketingCan be done in two ways:• Product trials • Sampling

Product trials:The best way to gain proper feedback is to perform product trials in Stores,shops. During

these trials, Shine toothpaste will receive feedback from the product testers about other brands of children’s toothpaste and how Shine toothpaste compares. By going to different areas , Shine toothpaste will get a sense of who is going to buy and use this product.

Sampling:Another test execution that will be used will be sampling. Shine toothpaste will call on

employees as well as children to hand out tiny samplings. The samples will be handed out in places such as drugstores, schools, and children’s magazines such as Highlights. Having kids sample the toothpaste will give Shine immense feedback into the toothpaste and whether it’s suitable for kids or not.

FIRE CAKE IN PLACE OF GAS CYLINDER

FIRE CAKE

• Fire cake is made out of cow dung and crop residue that is it is dried and is in the form of a dried cake.

• By burning the cake in a heat resistant material we will be able to cook food for 4-5 hours

• It can be used upto 6-7 times

• The increasing use of LPG has lead to the depletion of the gas. About 28.5% of people in India use LPG cylinders.

• For that an alternative solution is fire cake which will be feasible and more reliable source of energy.

• The cost of using is also low.

Test marketing

Target market is where there is high usage of gas cylinders. Where the number of members in a family are high. Can be used alternatively for gas so to reduce the cost of purchasing gas.

• Campaigning about the usage of fire cake.• Demonstration of placing fire cake.• Cost control and benefits of usage.• By giving brochures and feedbacks• Direct marketing.