firoz patro mungle
Post on 26-Dec-2014
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Ch Firoz Kumar PatroIndian Business Academy
Source for generating an idea
It has been found that children try to follow their parents and especially “Papa”, their biggest inspiration.
Specially Sec A category parents (our target segment), they not only try to make their kids studious but also try to force them to be innovative.
Parents always try to see their kids as a leader of his/her circle.
Kids are ready to spend time with their friends to socialize .
For these types “Mungle” has brought a superb solution !!!
This is the usual scenario on a Sunday Morning
Sunday: It is a holiday for the parents and the kids too. In the morning Papa wants to read weekly magazines.
Specially these things happen only on Sundays when kids are forced to study. Here the parents have an expectation, to make their kids studious and innovative too.Here is the Solution…
360 Marketing Plan • Need to be published by a renowned publisher.
• It must be circulated in a “kids show”• Brand ambassador (mungle)• Free samples distribution.• Press release. (TV, print and internet)• Gifts and prizes.
• It ought to be a weekly comic book. (can maintain PR or regularity)
• In “Mungle” comic we would attach various CDs which contain various games and puzzles. the product width would increased.
• Papa gets “SUDOKU” and I get puzzle. (Introducing puzzle)
• Kid must be waiting for this weekly comic book. (Suspense should be maintained for the upcoming issues)
Contd..
Brand positioning. • Jingle
( mungle mania: in music )• The character would be positioned as a “HERO” and is
very much friendly.• HERO: Could influence to be a leader.• Friendliness: Cool and calm
• Positioning by a cartoon character.( Mungle)
• Before publishing positioning of the character:• Free tattoo and Sticker with various daily life
products.( Horlicks, Complain, Biscuits, chocolates etc used by these sec A category customers)
• Tie up with various cartoon channels.
Distribution channels. • As it is a weekly comic magazine need to follow the
same distribution strategy • Allow to place orders online and it would be
dispatched through courier• To cover all India
• Appointment of distributor in each state.• Responsibilities of the distributor :
• Printing • Local advertising• Timely delivery • Focus on the organized retailers.• Available in the magazine shops.• Kiosk must be placed.
( Malls, Theme parks, stalls near by schools)
Contd.
Publisher
Distributor
Retailer
Consumer Consumer
Schools
Consumer Consumer
Publisher Publisher Publisher
Distributor
1 2 3 4
Strengths
• Distribution Network• New concept• The character mungal
itself• The brand awareness
Weakness
• A new product and a new distribution channel.
Opportunities• Maintain regularity with
the customers.• The retails would grow.• Consumers becoming
conscious in terms of aesthetics and lifestyle.
Threats• Other comic competitors
are there.• More Chances of piracy.
DOs DONT
Do get a free publicity as you can.
Do create a slogan or catch-phrase or
theme for the comic and repeat it
constantly. Keep it simple, silly.
Do sent continues messages for the
upcoming one.
Do as much Buzz market and Viral
marketing.
Do seek other venues for your comic
besides comic book shops. As it is a
funny animal book, it might be a Disney
theme shop or a Wal-Mart or even a zoo.
Don’t spent a lot on paid
advertising.
Don’t do door to door approach
Don’t insert any lucky draw
coupons, for which the gift will be any
“Mungle” product.
Positive revenue.
• Number of comic sold.• Collection of advertisement from various other brands,
target the same segment.• Ad on website .• Printing in various location may reduced the cost.
( Based on the quantity)
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