iChew

Team: TVSGreat Lakes Institute of Management,Chennai

Product & Concept - iChew

Safe and smart contraceptive chewing gum that offers you an effective way to prevent an

unplanned pregnancy

Low dosage with lesser side effects

Emergency contraceptive chewing gum unlike the 21 day pill, can be taken 24 hrs before to 48

hrs after intercourse

Product & Concept - iChew

Why?

iChew will shatter the negative connotations attached with pills available in market

Product & Concept - iChew

How?

It works in any of the three different ways depending on where you may be in your menstrual cycle.

It may stop an egg being released from the ovary.

If an egg has been released, iChew may prevent the sperm from fertilizing it.

If the egg is already fertilized, it may prevent it from attaching itself to the lining of the uterus.

Technological aspects and feasibility

• Low dosage Emergency Oral Contraceptive (ECP)

• Contains Estrogen and Progestin• Research has considerably brought down

levels of Progestin in ECP

The Journey Through Round II

Introduction

Acceptability

Conclusions

…opinions, discussions and participation from

people across 19 nations

What are the shortcomings of the currently available contraceptive pills?

Multiple Side Effects

Needs to follow a regular time table without missing out on any day

Not 100% safe

The popping pills gives the feeling as if one is under medication

Costly

Other

0% 10% 20% 30% 40% 50% 60% 70% 80%

70%

64%

45%

42%

15%

3%

Are you aware of the side effects of contraceptive pills ?

Lesser Side effects

Something which takes away its medicinal tag

The need to follow a regular time table is not there

Something that could motivate people to use them

Other

0% 10% 20% 30% 40% 50% 60% 70% 80%

73%

39%

55%

48%

6%

Are you willing to use a contraceptive pill which is in the form of a chewing gum?

91%

9%

YesNo

Does it excites you if the contraceptive chewing gum is available you in form of various flavors?

88%

12%

YesNo

Segmentation

Targeting

Positioning

Pricing & Budget EstimationParticulars Budget Per Unit Cost (Breakeven

at 2,40,000)Research & Development 25,00,000 10.41

Marketing Cost 50,00,000 20.83

Administration Cost 15,00,000 6.25

Website Maintenance 2,00,000 0.83

Total Misc Cost 92,00,000 38.33

Pricing & Budget EstimationParticulars Detail Per Unit Cost

Chemical Cost 3

Making Cost 1.5

Packaging Cost 1.5

Total manufacturing Cost 6

Total Misc Cost (R&D, Marketing, Administration etc)

*break-up was explained on previous slide

38.33

Excise 8% of 60% of Retailer Price

2.62

CNF Cost 5% of Distributor Price 2.36

Distributor Margin 10% of Retailer Price 5.17

Retailer Margin 20% Profit Margin 10.85

Exclusive VAT 5% of MRP 3.45

MRP (inclusive of VAT) 69

0-level Distribution Channel

Online Retail

2-level Distribution Channel

Visual Merchandising

Visual Merchandising

Dispensers

Other Distribution Channels

• Women Merchandise shops

• Accessory shops

• Spas and Saloons

• Partnering with Women Health Care and Life Style centers like VLCC.

• Co - retailing and Bundling in future e.g. with Sanitary Pads Napkins.

First Roll Out

Second Roll Out

Brand Ambassador

Questions???