New Product Launch

1. “
”
I really want to see good health care &
Personal health brought to all the people of
India at a reasonable cost.
INTEKHAB ALAM
Welcome.
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2. GOLDEN KNIGHT
Pakiza Unani
LAUNCH MEET – 21ST MAY 2017 BANGALORE
POA
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3. Indication : Disorder Problem in SF
3STATS & FACTS

4. STATS & FACTS
Questionnaires Young Population Health Queries
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5. Pakiza Unani
PRODUCT
Golden Knight
COMPANY
Pakiza Unani Pharma
Manufacturing Facility
FOUNDERS & CORE TEAM
Raees Shaikh
Intekhab Alam Shaikh
Zubair Shaikh
Sudhir
Altamash Mansuri
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6. The Brand Pakiza Unani –
Golden Knights
• Pakiza Unani Pvt Ltd. established in 2015 with the vision of bringing together ancient
wisdom of Unani & Ayurveda and latest technology
• What included only one Product GOLDEN KNIGHT. Pakiza Unani’s product portfolio will
includes other Aloe Vera cosmetic products, etc.
• Golden Knight – The brand stands for ayurvedic benefits, organic ingredients, and
nationalist sentiment
Key Success Factors
• Branding Image – Created an acceptable products are better because there are no
harmful chemicals
• Pricing – Priced 10-20% lower, which helps brand’s initial entry into a category
• Distribution – Leveraged existing channels, tie up with different group for distribution and
visibility
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7. Pakiza Unani
Products 100% Natural & Herbal
 Pakiza Unani Product :
is one of the Unani & Ayurveda selling products in India.
It is 100% Natural & Herbal products which is prepared by the mixture of
different natural ingredients and there is no side effects.
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8. Key Success Factors
 Creating willing customers – Multi Million Ayurveda practitioners are a logical
captive market
 Products are attractively priced, 10% to 20% lower than the market prices
 Strong distribution channels – retail outlets and ayurvedic clinics
 Modern machineries and production processes ensure superior quality
 Local sourcing and a lack-of-profit motive allows for reinvestment of gains
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9. MARKETING MIX
PRODUCT
 Started with a Single Product
 Operates in ONE major categories
 Unani / Ayurvedic health product
 Largest selling products - Market
 Has Personal care product
 More than 4 SKUs
PRICING
 Products are competitively priced at 10-20 percent
lower than industry leaders
 Eliminates intermediaries and their margins by
sourcing raw materials directly from farmers
 Ensures better profitability along with lower cost for
consumers
 Uses mass customization to achieve economies of
scale leading to lower prices of products
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10. MARKETING MIX
PLACE
 Uses franchise model to sell the product
 Proposed Outlets classified as:
 Pakiza Chikitsalaya (please suggest name)
 Pakiza Arogya Kendra (please suggest name)
 Pakiza Kendra (please suggest name)
 Products available at 10 franchise stores, 170
retail stores,
Pakiza Unani website available & online platforms
not available like BigBasket and ZopNow
 Partnering with the Big Groups to sell products at
different outlets
 Mega stores targeted at A-class cities
PROMOTION
 Focusses on content marketing: educating
consumers about disease area & products
 Relies heavily on social media endorsement and
promotions by field force
 WOM (Word of mouth) plays a major role
 We will Start investing in mass media marketing,
television commercials ( if possible)
 Partnering with big Groups to increase visibility of
our products
 Work with reputed creative agencies such as for
promotion & advertisements
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11. Growth and Expansion Strategies
 Strategic Alliances
 Strategic distribution tie-ups with existing Group and Retail chains = Instant reach
 Tie-ups with agencies for transfer of technology in herbal supplements and food products
used at high altitude
 Loyal consumer base and competitive pricing (low pricing strategy)
 Appeal to rural-urban “aspiration and conservatism-driven” consumers
 Ayurveda / Unani campaigns
 Indian made
 Approached retailers and portrayed advertisements stating that Pakiza Unani’s goods are in
line with Indian Ayurveda & Unani Medicine's dream of promoting Indian made Products
 No financial burden and minimal advertising budget
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12. Expansion Strategies
Flank Attack
Frontal Attack
Encirclement Attack
Bypass Attack
Pakiza Unani & “ Golden Knight ”
will be attacked by the Market leader in each category
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13. Pakiza Unani & “ GOLDEN KNIGHT “ -
will be attacked the Market leader in each category
 Flank Attack : It is a marketing strategy employed by firm to capture
the market which is not well served by established players. Flank attack targets
competitor's weak spots.
 Frontal attack : It is one of the marketing strategies inspired by war
tactics. Frontal attack involves a head on attack on the competitor by matching
the competitor in all aspects – product, price, place promotion.
 Encirclement Attack : Is a war strategy adopted by the challenger firm
intended to attack the competitor on all the major fronts. Under this strategy, the
challenging firm considers both the strengths and weaknesses of the opponent
and then launch the attack simultaneously.
 Bypass Attack : Is the most indirect marketing strategy adopted by the
challenging firm with a view to surpassing the competitor by attacking its easier
markets.
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14. TOP 10 AYURVEDIC COMPANIES IN INDIA
 10. Surya Herbal Limited
 9. Vicco Laboratories
 8. Charak Pharma Pvt Ltd
 7. Zandu Pharmaceuticals Works Ltd
 6. Emami Limited
 5. Hamdard Laboratories
 4. Baidyanath
 3. Dabur
 2. The Himalaya Drug Company
 1. Pantanjali Ayurved Limited
1998 005 crores
1952 350 crores
1947 100 crores
1919 194 crores
1974 585 crores
1906 600 crores
1918 200 crores
1884 7800 crores
1930 1000 Crores
2006 5000 Crores
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Company Name. Foundation Year Turn over 2017

15. Growth and Expansion Strategies
 To cater to ever growing market, Pakiza Unani allocated dedicated Budget to
advertising while working with reputed advertising agencies
 The company further is in talks to raise around Rs. 1.5 crores in project loans
so as to set up fully Automated New Manufacturing Plants
 Planning to tied up with well-known retail chains and plan to grow to 1,00,00
outlets in the next few years
 Company focus moving towards increasing its exports to Middle East,
Canada, Mauritius, Europe, Russia, Australia , among other countries and
also improve online presence
 Pakiza Unani will soon be launching its mobile app, which will allow:
- consumers to locate nearby outlets that are selling Golden Knight & other
products
- Facilitate online ordering
“To reach our growth
target, we will venture into
new categories of
Products , Marketing
Strategies & Territories ”
Global Business Director
– Pakiza Unani
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16. Sales Distribution Channel System 16

17. 17
Year (Revenue in crores )
2017-18 1
2018-19 2
2019-2020 5
REVENUE Projected Plan

18. Digital Marketing Strategy – GOLDEN KNIGHT
Direction for Digital Strategy
 Overcoming existing roadblocks – Government & FDA issues, Hypocrisy,
Shortsightedness
 Content Marketing ( Unani , Ayurveda and Herbal Alternatives)
 Mobile Presence
 Corporate - Influencer Marketing
Current Digital Strategy need to Manage.
Communications and DDB
Current Digital footprint (some are not available)
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19.  www.pakizaunani.com
 https://www.linkedin.com/in/pakiza-unani-492b43124/?ppe=1
 https://www.facebook.com/profile.php?id=100012842924167
 https://twitter.com/PAKIZA_UNANI
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Digital Marketing Strategy – “ GOLDEN KNIGHT “

20.  Golden Knight & Pakiza Unani
Digital Media Activities
 Social Media Marketing –
(YouTube, Face book, Twitter, What’s App Groups etc.)
 E-commerce -
(Website, Need to Go on different Portals)
 M-Commerce –
(Healthcare)
Digital Marketing Strategy 20

21. WAY FORWARD
To sustain in the industry the company has to reinvent itself at every step
 Strengthen Inbound logistics like raw material handling & warehousing
 Increase its operational efficiency to keep costs in control
 Increase capacity of manufacturing facilities to cater to increasing consumer
demand for its products
 Strengthen its distribution channel to penetrate to rural markets
 Establish its brands so that consumers make repeat purchases and not one
time purchase
 Reinventing the brands based on consumer acceptance
 Increase its presence in digital space to suit to the current era
Inbound
logistics
Operations Outbound
logistics
Sales &
Marketing
Service
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22. THANK YOU.
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