Group Project for Marketing based on Introduction to a new product in market

1. PRODUCT LAUNCH
DIVINE DEODORANT

2. This is how people
react when you
are around ?
• We have the
correct
solution to
your
problem.

3. DIVINE
DEODORANT
-keep dazzling

4. overview
• Divine is a deodorant
product under a
hypothetical start-
up –
Universal.pvt.ltd
• Partnership basis – 5
partners
• Initial investment is
26 crores.

5. s.w.o.t analysis

6. STRENGTH
• 2 FOCUSED RANGES FOR MEN AND
WOMEN
• INCREDIBLE HUMIDITY ABSORPTION
CAPACITY
• HIGH DIFFERENTIATION FACTOR DUE TO
FACTORS LIKE HUMIDITY, DUAL
FRAGRANCES IN SINGLE PACK
• GOOD DISTRIBUTION, PROMOTIONS
AND CAMPAIGNS FOR LURING
CUSTOMERS
WEAKNESS
• ONLY AN URBAN MARKET
PHENOMENON
• DEODORANTS MARKET IS HIGHLY
COMPETITIVE AND HENCE LIMITED
SCOPE TO INCREASE MARKET SHARE
OPPORTUNITY
• EXPAND IN MOREVARIETIES TO MAKE
PRESENCE FELT
• EVENTUALLY TIE UP WITH HOTEL
CHAINS AND LARGE ORGANIZATIONS.
THREATS
• DEODORANTS SALES ARE SEASONAL
• COMPETITION FROM PREMIUM
SEGMENT DEODORANTS LIKE AXE, SET
WET, ETC.
• CUSTOMER RETENTION DIFFICULT

7. SEGMENTATION
• GEOGRAPHIC INDIAN URBAN PEOPLE
• DEMOGRAPHIC MIDDLE AGED
MALE/FEMALE
MIDDLE TO HIGH
INCOME GROUP
WORKING
PROFESSIONALS
• PSYCHOGRAPHIC ATTITUDE & BELIEF
People who prefer to use deodorants and vice versa.

8. Positioning statement
• We offer 12 hours antiperspirant deodorants
for catering to the needs of working
professionals, aged between 20 to 50 yrs.

9. Targeting

10. Competition

11. Marketing mix
PRODUCT
• Our product would be
offered in 180 ml pack.
• It will be available in two
packs.
• The design of the product
would be attractive.
• The U.S.P. of our product
“divine” would be that, it
will be offered as a
deodorant, with two
fragrances in one bottle.

12. price
The deodorant would be introduced in the
market at a price of RS 180.
A margin of 10% would be kept for the
wholesalers and a margin of 25% would be
kept for the retailers.

13. place
• Our product “Divine” would be launched in
national market.
• It will be available in every major city of India.
We will sell our product at retail outlets,
supermarkets, apparel stores.

14. packaging
• Our packaging would be attractive and the
bottle would be made of plastic and glass.
• We would be printing a health tips for keeping
skin healthy on each bottle that we will be
produced.
• We will also be providing sample deodorants
for trial purpose but that would be done only in
selected stores.

15. promotion
Newspaper
Magazine
Internet (Social networking sites)
Radio
Television
Brochure
Bill boards
Promotional events
Our promotion strategy would include promoting
product by providing deodorant in small bottles for
trial purpose (only in selected stores.

16. Divine Deodorant
-keep dazzling
Get 12 refreshing hours
Of odor protection.
With new fragrances.
Try new Divine Deodorant
Just for rupees 180

19. CHANNEL OF DISTRIBUTION
• We will be distributing our product via supermarkets
in the country like Big Bazaar, Spencer's, Hyper city.
• We would also use traditional channel i.e.
unorganized stores. Our distribution channel length
would two level distribution that will include
manufacturer, wholesaler, retailer, customer.
MANUFACTURER WHOLESALER RETAILER CUSTOMER

20. Channel members
To get adequate shelf space in the stores we would
provide some discounts to channel members. Initially
we would keep our margins low and allow more
margins to the channel members.

21. Total investment = Rs 25,00,00,000.
Total production in one year = 10,00,00 units.
Fixed cost = 40% of investment = Rs 10,00,00,000.
MARK UP PRICE Rupees
Market suggested retailer price 180
Retailers mark up price (25%) 45
Wholesaler price 135
Manufacturers mark up price (10%) 14
Manufacturers cost 121

22. Contingency plan
• In case the product fails in the market, then we
would come up with new product that will target
youths. We will reposition our product and some
alteration will be made in its composition. We will
use the fixed facilities that we already have.

23. •College : s.n.d.t college
•Class : f.y.bms class

24. EFFORTS BY
• Urika (43)
• Rupal (44)
• Yashita (56)
• Umema (23)
• Ruchita (47)