annual marketing plan

7/31/2019 Annual Marketing Plan

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S. R. INTERNATIONALANNUAL MARKETING PLAN

FOR

1st April 2008-31st March 2009

FOR BABY CARE PRODUCTS


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INDEX Introduction

Market Research Marketing Strategy

Consumer Behavior

Market Segmentation

Company Objective

Product Information

Market Comparison

Marketing Budget

Distribution Channel Pricing & Promotion

Advertisement

Expectation


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INTRODUCTION

S. R. International is the first company to launch amanufacturing unit of Baby Products in NaviMumbai; has incorporated as SR Internationalsin fully own subsidiary on 1st April, 2008.

We manufacture Baby hair oil, Baby Shampoo,Baby oil.

Whether you are giving a warm bath full ofgiggles n splashes, or a peaceful, quiet massagebefore bed, SR develops the products that gohand-in-hand with the special moments you havewith your baby.


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Market Research

The baby care market in India is valued at Rs 590 croreand is expected to reach Rs 1,092 crore by 2012

This market consists of baby hair and skin care

products, toiletries and diapers

The hair care market for babies is valued at Rs 25

crore for 2008, and is growing at a CAGR of 5 per cent

The skin care market is valued at Rs 184 crore for

2008 and is growing at a CAGR of 15 per cent


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Market Analysis

The biggest leader in the industry of BabyProducts is Johnson & Johnson

Net income rose 12 percent in the fourth

quarter of 2006, to $307 million, or 47 cents ashare. Excluding a $9 million noncashaccounting charge, profits rose 15.3 percent.Sales in the quarter increased by 11.3 percent,to $3.5 billion. Twelve-month sales rose 10.5percent, to $13.75 billion


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The market is further divided in FollowingsSegments:-

Demographic Segments:-It consists of division onthe basis of age,sex,income.

Geographic Segments A market can bepartitioned by geographic locations. E.g..-In coldareas our major market will be for Baby skin oilproduct apart from other products.

Parental Segment:- This case parents are the onewho will care for their baby. Hence they will bemajor target.

Market segmentation of Consumers


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WHICH SEGMENT TO TARGET ?

PARENTS

OF NEWBORN

BABIES


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PARENTAL SEGMENT

This industry has high competition in parental

segment .

Existing competition in this segment is

JOHNSON & JOHNSON

Probability to sustain in the market in this

segment is high.

Psychological factors can be utilised as a key

tool.


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SWOT ANALYSISSTRENGTHS:-

VISION IS TO PARTNER WITH EVERY MOTHER AROUND THE WORLD TO

PROVIDE HER BABY WITH A HAPPY,HEALTHY START IN LIFE.

MOST PUREST, SAFEST, MILDEST PRODUCT RANGE AS COMPARED TO

COMPETITOR RANGE.

MEDIUM PRICE RANGE.

ORGANISATIONAL ASSETSQUALITY CONTROL SYSTEM.

SUFFICIENT R&D AND MARKETING TEAM

INNOVATIVE DISTRIBUTION STRATEGY

WEAKNESS:-

YET NOT ESTABLISHED AS A RECOGNISED BRAND

NEW IN THE INDUSTRY AS IN EXPERIENCE.


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OPPORTUNITIES:-

1)GLOBAL DEVELOPMENT OF OUR BRAND NAME IN

NEW BORN BABY SEGMENT

2)TO BECOME A LEADER IN THE BABY SEGMENT.

3)TO CONVERT THE CONSUMERS (MOTHERS) BUYING

BEHAVIOUR.

4)TO REACH THE UNTAPPED RURAL MARKET

THREAT:-

MAJOR THREAT IS JOHNSON & JOHNSON AS

THEY HOLDS 60% MARKET SHARE


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PRODUCT INFORMATION

1) Baby Oil :- SR Baby oil contains Aloe Vera extractand vitamin E acetate. It is clinically proven mildfor use on babies. It is light, no-staining oil thatcan be used before bath and for moisturizing

after bath.2) Baby Shampoo:- SR Baby Shampoo does notirritate babys eyes. SR Baby shampoo has

special NO TEARS that is gentle on babies eyes

and does not stings, as gentle as pure water.3) Baby Hair Oil:- SR Baby Hair Oil contains Pro-Vitamin B5.Its skin conditioning helps preventflaking of soft skin from babys scalp. It

nourishes hair roots and strengths the Hair.


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SR Internationals Products


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MARKET COMPARISON

TIME

INTRODUCTORY

PHASE

GROWTH STAGE

SALE

SVOLUME

MATURE PHASE

DECLINE PHASE

PRODUCT LIFE CYCLE

SR

Johnson &

Johnson


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BCG Matrix

High Low

High

Low

Industry

Growth Rate

Relative Market Share

SRINTL

Johnson &Johnson


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MARKETING BUDGET

FUNDS AVAILABLE FOR MARKETING

(Rs 10 crores)

1. More spending on Advertisement(6 crores)

2. Promotions (2 crores)

3. Reserves(2 crores)


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MARKETING STRATEGYDistribution Network

Production

Unit(Kamothe)

Distributor(Nerul)

Sanpada to Panvel

Distributor(Khoparkhairne)

Vashi to Airoli

Other Retail Outlets Other Retail Outlets

Company Owned Showroom

(5)

16 Franchisee covering entire

Navi Mumbai Market


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PRICING

Pricing range of SR Baby oil is valued at

Rs.35/-

Pricing of SR Baby Shampoo is valued at

Rs.50/-

Pricing of SR Baby Hair oil is valued at

Rs.29/-


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ADVERTISING

---via Television

Frequency of advertisement to be aired to be increased.

Selected Channels which are viewed by Youngster and kids.

For e.g Mtv, Cartoon Network, Nickleodeon, Pogo .

---via Radio

Approaching 93.5 Red Fm which is popular among all.

---via Digital Display/Hoardings /News Papers etc.

Digital displays would be put outside Hospitals, schools, Malls,Gardens, Theatres etc.

Hoarding would be placed where it would catch the attention.

Times of India(Bombay times),Hindustan Times(Cafe),etc.


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PROMOTIONS

Discounts and Offers:

1)Introductory offers would be promoted at

discount on Internet and Retail outlets

2)A stand for keeping SR Intl. products to the

retailer would be provided for attractive

display in the shop


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SALES FORCE

Sales

Executives

Regional

Sales

Manager

Sales Head NAVI MUMBAI

VASHI

TO

AIROLI

15 Executives

SANPADA

TO

PANVEL

15 Executives


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EXPECTATION

To gain Sales volume by touching the lives of

atleast 2 million Navi Mumbai Masses.

To decrease the variable and fixed cost.

annual marketing plan

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