inverted apples xlri circus maxim us

8/8/2019 Inverted Apples Xlri Circus Maxim Us

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NEEV HERBAL SOAP

Team¶inverted apples·

XLRI Jamshedpur

Niketan [email protected]

Md. Sadique [email protected]

Marshal Sonavane

[email protected]



C

OR E

S T R A

T E G

Y

Consumers

Neev Center

Neev WorkersHelp in raising

funds

Helps in SHGformation

Local Workersfor Neev

Positive Word Of Mouth

Communicatesabout Social

Work

Brand Building via Publicity about community work accomplished by NeevWorker SHGs - Sustainable model of employment

Helps in getting local workers, can scale up and replicate it for every next city

More than for product, the consumers should be engaged for a greater cause

Talking about product attributes and features comes in the next stageKeep the positioning same as now, that of a premium herbal soap



WHAT IS REQUIRED ? SU

S T AI

NABIL I

T Y

Two methods: Conventional VC model & SHGmodel

Conventional Model:Approach Angel investors like Mumbai Angels.Do a Joint Venture with Foreign SMEs They have bettersources of funds and would love to investin IndiaApproach incubators like RTBI, Villgro.Approach social investors like Susan Dell foundation, Bill andMelinda Gates foundation for small seed funding

SHG Model:SHG model very effective in helping poorsBut can be useful for capital building for the NGOThis can be done via earning interest

Anurag andShikha

ProductionsManager

NEEV SHGworker

NEEV SHGworker

OtherDepartments

2 professionalfor each

Role of Anurag andShikha would be tomonitor the progressand advice for future

Also, to initiatecontact withgovernments,

investors etc.F or Immediate future:

The company to hire two professionals trained infinance, marketing and operations eachThe professionals would be responsible for gettingfunds, grants etc., coordinating with variousstakeholders like government, Angel investors,venture capitalists, trade fair organizers, retailers,suppliers etc.SHG workers to take care of production

ORGANIZATION STRUCTURE

Identify the raw materials required and those that are normally available with all suppliersDevelop a supplier base of raw materials

Identify the skills needed for manufacturing soapsand develop standardized training modules.Develop an evaluation matrix for trained employees.

Identify the steps in soap making that can bemechanized and do it Develop manufacturing facilities at cities as given inphased manner, identify the ideal manpower, rawmaterial, etc to make it a lean organization

STANDARDIZATION

SOURCES OF CAPITAL



Gender

Male

Female

SEC

SECA

SEC B

SEC C

SEC R1

SEC R2

Geographic

Metros

Tier I

Tier II

Towns

Villages

Age

> 50

35 - 50

20 - 35

< 20

Phase 1 (Jharkhand)

Phase 2 (Metros)

Phase 3 (Near Jhar.)

Phase 4 (Prosperous)

Phase 5 (Rest of India)

T AR GE

T

MAR K E

T S



VALUE BASED PRICING PR IC

I NG

A ND

PL AC

E

Hotels: Supply 25 gms soap bars in 3 star and abovehotels. This would increase trials among target customers.

Melas: Participate in melas and fairs such assurajkund mela.Spa s, Ayurveda Clinics: Make the product availableat these places as these places attracts herbalproduct users.Online gift portals: A way of maintaining relations.Health clinics and beauty parlors: These attract skinconscious people.

Women Clubs: The place attracts high class womenwho belong to our target customer group.

SO WHATS THE PRICE!

PLACE

NEW CHANNELS

RATIONALEIncreasing awareness among customers about thebenefits of herbal productsVarying raw material pricesEasier to charge higher and differential pricesNiche player, Value based pricing will strengthen thepositioning of being a premium niche player

Cost (100 gms) Rs 33

BenefitsMoisturizer 20

Fragrance 20

Medicinal 20

Soft skin 20

Social helpsatisfaction

Priceless

Total Price 103

Rounded off price 100The price of benefits are assuming a percentage of each

component available in the soap, the base price being the priceof premium products (like premium fragrance, moisturizeretc)

Govt. Route

Village CraftFairs

Handicraft &Sanjeevani

Stores

Private Route

Chemists nDruggists

AyurvedicStores

The product to be kept in shelfs containingpremium products only and not along with anyother general soap or medicinal soapUse visual merchandising to reinforce the messageof advertising activities and increase visibility andawareness regarding the benefits of the product



B rand B uildingPublicity about theNGOAbout SHGsHerbal Campaigns

Word of Mouth

Spread awarenessthroughLocal NewspapersOOHMobile/Personal mails

Awareness Invite for experience

Trials at fairsTrials at city clubsTie up with Hotels, etc.

Experience

Brand building is a mustfor premiumnessPositive WOM usefulbefore a local launchStating the purpose of the NGO important

Descriptive ads forproduct attributesMix of Functionalit y +

Herbal NatureSending personal mails

could work

Giving experience is theonl y wa y forwardNecessar y to conve y thedifferenceTying up with premium

hotels , clubs

PR O

MO

T IO

N S

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