Launch of a Soap - Business Plan

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Launch of a Soap - Business Plan

  1. 1. THE LAUNCH PLAN FOR“kiddoz”
  2. 2. AGENDA• Why to launch a soap? – Market Scenario – Porter’s Five Forces Analysis – Perceptual Mapping• Our Product – “kiddoz”• Financial Analysis• Marketing Strategy• The Launch
  3. 3. WHY TO LAUNCH A SOAP?INDIAN MARKET SCENARIO• Soap market penetration: 98% TOILET SOAP MARKET SHARE 2011 (Rs.8500 cr) Premium: Johnson’s Baby Soap, Dove, Lux 15% Premium Popular: Hamam, Cinthol 45% Popular Economy Economy: Lifebuoy, Dettol 40%
  4. 4. WHY KIDS AS CONSUMERS? CENSUS OF INDIA 2011 KIDS POPULATION 2011 ( 36 CRORE) (121 CRORE) 0-6 years 6-12 years (16 crore) (20 crore) LOW INCOME MIDDLE & (8 crore) HIGH 0-12 years INCOME 30.80% (12 crore) Above 1269.20% years TARGET CONSUMERS
  5. 5. PORTER’S FIVE FORCES ANALYSIS NEW ENTRANTS • High R&D cost (+) • Less access to distribution OF THREAT NEW • Difficult to ENTRANTS differentiate the product SUPPLIERS COMPETITORS BUYERS• Low bargaining (+) •Doy (-) • High buyer profits (++)power •Johnson & Johnson ‘KIDS SOAP • High switching BARGAINING BARGAINING• Low impact ofOF POWER •Pears MARKET’ costs POWER OFinputs onSUPPLIERS COMPETITORS •Lifebuoy BUYERS • Less number ofdifferentiation •Hamam substitutes SUBSTITUTES (++) • Only one: Liquid Soap THREAT OF • Less buyer SUBSTITUTE PRODUCTS propensity to substitute
  6. 6. PERCEPTUAL MAPPINGWEIGHT: 80 g AGE 35 JOHNSON & JOHNSON • KIDDOZ • PEARS COST 25 •HAMAM •LIFEBUOY •DOY 15 0-6 6 - 12 12+
  7. 7. OUR PRODUCT - “kiddoz”Physical Attributes – Shape: 1. Ben 10 2. ChotaBheem 3. Dora 4. Doraemon – Colour: White and Pink
  8. 8. OUR PRODUCT - “kiddoz”Chemical Composition: INGREDIENTS PURPOSE Sodium Tallowate Moisturizing Agent Sodium Palm Kernelate Cleansing Agent Glycerin Moisturizing Agent Titanium Dioxide Whitening Agent PentasodiumPentetate Chelating Agent Water Dissolving oxidizers Aloe Vera Freshening the skin Fragrance Refreshing smell Weight Price 80 g Rs.30
  9. 9. FINANCIAL ANALYSIS In INR - Crore Year Expenses Revenue Profit ROI (%) 2011 44.6 30 -14.6 -32.74 2012 36.6 36 -0.6 -1.64 2013 38.7 45 6.3 16.27 2014 37.66 51 13.34 35.42MC1.xlsx
  10. 10. MARKETING STRATEGYOBJECTIVE – To create a new market for age group from 6-12 – To grab competitors market share ( Zero Sum Game)STRATEGY• OFFENSIVE WARFARE – Avatar shape vs Normal shape – Low Price vs Premium Price• PSYCHO SEDUCTION – Love Objects:- Kids – Sense of Power :- ‘Pester Power’ – Reassurance of worth :- Parents
  11. 11. MARKETING STRATEGY• TAILORING THE MIX Product • Name: kiddoz • Packaging: Semi-transparent with the Avatar visible • Creative puzzles • Cosmetic Price • Premium price
  12. 12. FRONT VIEW OF THE CARTON kidd oz kids soap Enriched with Vitamin E 80 g*
  13. 13. REAR VIEW OF THE CARTON kiddozkids Enriched with Vitamin E soap Question: 7 + 7 x 7 – 7/7 = ? Visit us at: http://www.kiddozsoap.com
  14. 14. MARKETING STRATEGYPlace • Level of Involvement :- Higher • Retailers – Supermarkets – Medical Shops – E-tailers (drugstore.com, amazon.com)
  15. 15. MARKETING STRATEGYPromotionAdvertising– In Mass media • Newspapers • Theatres • Kids channels: Pogo, CN, Hungama • Vernacular Channels • Game websites– In Social media • 2 lakh kids use Facebook in India • Commission Per Click (CPC) method – Kids: Enjoying the bath! – Parents: kiddoztakes care!
  16. 16. MARKETING STRATEGY– Others • Hoardings • Digital Screens in Malls • Branding in Play Zones – Food Joints – Malls – Theatres – Amusement Parks
  17. 17. MARKETING STRATEGYSales Promotion – Conduct competitions in metros – Issue free sample after the competition – Issue kiddoz accessories (badges, caps) in schools – Chain Premia • A three part OMNITRIX game is given FREE! • For every two soaps, one part of the game is given
  18. 18. PRE-LAUNCH• Test Marketing – Place • Siliguri • Pune – Obtain & interpret the test results – Make change in product attributes (if required)• Teasers & Advertisements
  19. 19. LAUNCH• Launch in four metros – Conduct a painting competition for kids – Launch by ‘regional teen cinema actors’ – Issue a free sample of a 40g soap – Issue badges
  20. 20. POST LAUNCH• Advertisements in mass media• Product follow-up – Monitor sale of products – Every 3 months – Obtain feedback from consumers – Make change in product attributes (if required)
  21. 21. PRESENTED BYARUNACHALAM RAMANATHAN JIGAR KOTAK KHANIN LAHKAR RANABIR PAL VIGNESH V. PUGAZHENDI PGP-1 PRAXIS BUSINESS SCHOOL

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