marketing presentation(innovative product)
TRANSCRIPT
KIDEE-CARE
.
PRICEProduct MixDistribution PlanPromotion
TargetingSegmentation
Positioning Differentiation
PRODUCT
WHY THIS PRODUCT?Hygienic factor.Minimum powder for maximum use.Economic factor.
What the product does?Soft skin when
applied.Prevent from
allergy.Long lasting
fragrances. Helps to Keep
baby’s diaper area soft, smooth and rashes free.
When and how to use the product?After the baby bath.
While changing the diapers.
While taking the baby in an open atmosphere.
Puff is directly applied to skin.
One single unit should be used on a single baby.
USAGE
BRAND IDENTITY
NAME:- Kidee Care.
LOGO:-
COLORS:- Blue and white.
TAGLINE:-A new beginning of care with Kidee care …
Ingredients
Aloe Vera.
Chitoson.
Fragrance.
Tapioca starch.
Talc.
SOCIAL MARKETINGBy every purchase of one unit Rs,1 will be
directly donated to the charity.
PRODUCTIt’s physical appearance is powder form.It is easy to apply.The product will contain 1 plastic bottle of the
powder which will be the base as well as plastic puff attached on the top of the plastic bottle.
The products variants will be 200gm, 100gm, 50gm.
PRICINGPRICING OBJECTIVESDEMAND FORECASTINGPRICING STRATEGYPRICE OF THE PRODUCTMETHOD OF PRICINGFACTORS AFFECTING PRICING
PRICING OBJECTIVESConsumer satisfaction.
Sales oriented.
Demand Forecasting
The Indian baby care market has been witnessing rapid transformation.
Parents increasing preference to spend more on baby products will drive the market to new horizons in near future.
Indian Baby care market , will experience growth over the next few years .
Rising income level, better product availability and increasing awareness have significantly transformed the baby care products industry landscape.
PRICING STRATEGY
MARKET SKIMMING STRATEGY:-This is a strategy where a relatively high initial
price is set for a new product.
WHY MARKET SKIMMING???
Price of the product
KIDEE CARE PRICE
50g- 22Rs.
100g- 36Rs.
200g- 66Rs.
COMPETITORS PRICE
50g- 20Rs
100g- 34Rs.
200g- 64Rs.
METHODS
Mark-Up Pricing:
It estimates the total cost of producing or manufacturing a product and then adds a mark-up or margin that the firm wants
Mark Up Price = Unit cost (1- return on sales)
FACTORS
INTERNAL FACTORS.
COST OF PRODUCTION.
EXTERNAL FACTORS.
DEMAND.
COMPETITORS.
GOVERNMENT POLICY.
Place
The product will distributed in:Delhi, Mumbai, kolkata ,Chennai,Bangalore.
Distribution Strategy
SALES
GI RLS
Manufacturer
Distributor
Retailer
Consumer
DIRECT TO RETAILERS
Distribution
Services to distributorsDelivery on time.Easier terms of payments. Prompt in responsiveness.
Facilities to Distribution
Imparting sales training.Creating sales potential through advertising.
ORGANISING DISTRIBUTION
Speed of delivery. Ease of storage/convenience in carrying.
RETAIL DISTRIBUTION
Separate counters in department stores.
Long term contract
Promotion
The product will be promoted through various activities
The promotion will also be done in various retails formats
Various promo-positions such as End-caps, Pallets, bins will be kept inside the retail outlets or near the stall of the product.
OBJECTIVES
Create awareness among consumersHighlight quality of the product.Gain trust of consumersImpression in the mind of the consumers
DISTRIBUTER PROMOTION:-
Volume discount.
Special discount to display the product.
Some rewards are given if the certain amount is sold in stipulated time period.
Cont…Rewards: E.g.:- 5% above target- cash prize.10% above target- cash prize.20% above target- foreign trip.
TEST LAUNCHING of … We are going to promote product in Mumbai through
various mediums The product to be launched in Mumbai, Delhi, Kerala,
Bangalore, Kolkatta will be Kidee -Care baby care product,
The product price will be very economical at Rs.22 only.
Advertising Campaign
For creating awareness of baby care products among mothers of newborns following are the ways:-
Print Ads/Baby care magazines.Offer free baby care seminars/counseling to
expectant mothers. Sponsoring major events held nationally.Shopping Malls.Hoardings/Banners and Neon Signs.Booklets and pamphlets.
First Month
Television Ads making people aware of our product.
Advertising campaigns at Malls/Multiplexes & leaflets distributed.
Second Month• Television Ads will continue.• 5% discount will be offered in shopping
malls on purchase of our product.• Banners put up at theatres, shopping malls
and other strategic places.
Third MonthPrint advertisement will be introduced in third
month.Ads will be given in Magazines and Newspapers.Neon signs, bus panels, Mobile Vans will
continue to be displayed.
Fourth Month• New Print advertisement will be introduced
for television. • Neon signs & banners will continue to be
displayed at malls.• Mobile Vans will roaming around/within the
city/region or in an specific area.
Fifth/ Sixth MonthPrint ads and television ads will continue to
be displayed.Sponsorship will be given to major events
and 25% discount will be offered on participation in events.
Neon signs and banners will continue to be displayed.
This ad-campaign will continue in the current as well as in the next financial year also.
Core benefitFreshness of
Baby
Basic productTalcum Powder
Expected productTalc with good smell
Augmented productSoft Feeling with Good
Fragrance
Potential productA product with Soft Feeling
& Good smell that lasts LONGER!!
Marketing
Market Segmentation
Market Targeting
Brand Positioning
Market SegmentationDemographical
22 - 30
22-28 40 & Above
Age
Market SegmentationDemographical
Working Women Households
Purchase Decision Makers
Maids
DEMOGRAPHIC
INCOME:
For all income levels.
SEX PEOPLE:Housewives,Maids and working Women.
Female 10%male
CITIES
MUMBAI DELHI CHENNAIBANGALOREKOLKATTA
TARGETING
Identifying the customers and their needs.Targeting: Household ,working parents Hospitals Polio booths.Playgroups and nursery.Mothers age 22 to 30 yrs.
OBJECTIVES
Keep baby’s skin soft, smooth and rashes free.
Giving baby a healthy skin.
Targeting
Typical targets is the Households with age-group of 22-30 years &income of all levels.
Purchase decision for Daily usage apply on children with the age-group of 0 to 3 years of age.
Buying behavior of Target Market
• Many remarkable changes have taken place in Indian consumer buying behavior over the last five years. Some of them are:•value sensitive and are not much price sensitive.•Product offers value•Features of a product rather than its brand name..
Contd..
The attitude of Indian consumers. To lead a life full of luxury and comfort. They wants to live in present and future. The people of metro are open to the idea of consumption
and a better lifestyle.Increasingly becoming aware of the importance of health
and hygiene.
Brand Positioning
•The company is trying to position its product in the minds of the customer as a product, which is baby care oriented as
well as economical & is safe to use. The tag line of baby care product is “ a new beginning of care with Kidee care”
•A product that keeps child’s skin tender & helps long-lasting effect.
•Premium product at an afford Price.
•Is basically made with a Indian Women in mind.
MARKET POSITIONING
“powder with puff is the unique baby care product in the market even J&J is not offering the same as one which is offered by Kidee care company”
“powder with puff for soft and tender skin”
We are positioning our product as a premium product because our product has the following:
Convenience special care
DIFFERENTIATION
DIFFERENTIATION PRODUCTFEATURESPERFORAMNCE QUALITYDURABILITYSTYLEDESIGN