Marketing Plan Aleovera

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Marketing Plan Aleovera, Target Customer, Promotion, Distribution, Marketing Structure,

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Marketing Plan Aleovera

  1. 1. Marketing Plan - Aleovera For – Ayush Raksha Herbal Farms And Industries Marketing Plan. 05-05-2013 Unisun Marketing Services1
  2. 2. Product  Aleovera – a Ayurvedic OTC product  Promoted as a daily health supplement promising  Assists in the maintenance of healthy vitality and overall well-being  Helps build and maintain a healthy digestive system  Contains 20 of the 22 amino acids needed for skin’s optimal immunity  Contains over 75 nutrients and powerful antioxidants  Contains over 200 active compounds, including vitamins A, B, C and E, calcium, magnesium, iron, enzymes, amino acids and mucinous polysaccharides  Helps sooth problems associated with medically diagnosed irritable bowel syndrome  Helps sooth the lining of the stomach and intestines  Helps preserve healthy intestinal bacteria  Supports the immune system  Acts as a liver tonic  Maintains and promotes the correct balance of stomach acids  Cleanses the gut, allowing the body to actively absorb more nutrients  Helps relieve symptoms of irritable bowel syndrome – IB 05-05-2013 Unisun Marketing Services 2
  3. 3. Aleovera  Aloe vera plant is a non-toxin, succulent plant which store water in their fleshy leaves and its succulence allow this juicy plant to survive in areas of low natural rainfall.  There are many Aloevera benefits from health to nutrition, from acne treatment to skin care. Aloe vera plant is widely grown as an ornamental plant; however it is equally popular as medicinal plant due to several Aloevera uses. 05-05-2013 Unisun Marketing Services 3
  4. 4. Target Customer  Who is the customer  All health conscious individuals, children and senior citizens.  Influencers - Doctors, Nutritionists, Pharmacists, Senior Citizens etc.  Motivator - TV AD, Pamphlets, website info, Health Magazine etc.  Decider - The Head of the family or the Housewife  Final purchaser – Housewife or Head of Family.  Who uses the product – Children, Health Conscious Individuals, Senior Citizens. 05-05-2013 Unisun Marketing Services 4
  5. 5. Target Customer Life style of the customer.  Women who want a healthy glowing skin and remedies for acne etc. It is good for Healthy hair.  Those who are suffering for intestinal, digestion and irritable bowel syndrome.  Senior Citizens to build up their immune system and supplement various vitamins required.  Diabetes Patients and those suffering from respiratory problems.  Upper / Middle and lower Middle class people who are educated and like to take preventive action about their and their families health. 05-05-2013 Unisun Marketing Services 5
  6. 6. Learn from customer  Analyze customers purchase behaviour. Where does he purchase Aleovera juice. In a Medical Shop or Super Market, Ayurvedic medical shop, through Internet.  Create a multiple distribution channel to reach every nook and corner of the target market.  Product usage and feedback report – My mother I have used the product, the water acquires a slight bitter taste. My mother regularly takes Aleovera Juice on empty stomach every morning.  Customer preferences in media – TV is a important media to promote the brand. Press can be used to spread information about benefits for those who would like to read more about it. 05-05-2013 Unisun Marketing Services 6
  7. 7. Online Promotion  Ayush Raksha Aleovera is already promoted online on  http://www.indiamart.com/ayush-raksha  http://www.exportersindia.com  http://www.tradeindia.com  http://www.hellotrade.com  http://www.indianyellowpages.com  http://www.indiawindia.com  http://ayurvedic-herbal.exportersindia.com  http://www.infokhoj.in/detail/ayush-raksha 05-05-2013 Unisun Marketing Services 7
  8. 8. Distribution reach  The Brand Name “Ayush Raksha” has to be established and create a awareness the key is to ensure customer is able to purchase Aleovera at the nearest shop. So his purchase interest should become a sale as soon as possible.  Medical shops should be the first priority.  Special Ayurvedic stores  Super Markets.  General Kirana Stores in that order.  The product must be displayed on the billing counter to trigger point of purchase decision 05-05-2013 Unisun Marketing Services 8
  9. 9. Distribution reach  Ayush Raksha can be distributed directly to selected super markets, Ayurvedic Shops.  The medical / Ayurvedic product distributors can appointed to reach the product to various shops through their existing network.  Wholesalers in the trade can be targetted to help reach various shops which are in remote areas and in rural areas. 05-05-2013 Unisun Marketing Services 9
  10. 10. Organization Structure Sales Manager Sal – Rs.15000/- Sales Executive Hyderabad / Ranga Reddy Rs.9,000/- Sales Executive Telangana Districts HQ Hyderabad Sales Executive Andhra Dist HQ Vijayawada Sales Executive Rayalaseema HQ Tirupati Sales Coordinator Sal – Rs.9000/- Unisun Marketing Services 10 10-12-2012 Sales Staff should be neatly dressed with in shirt. Preferably A uniform with Ayush Raksha Logo can be given to create Brand Image at every shop they visit. Sales Executives book the order and material is dispatch by courier / transport and payment is collected by executive and deposited in bank a/c
  11. 11. 05-05-2013 Unisun Marketing Services 11  Sales Staff – Salary Rs.9000/- per month.  Mobile Reimbursement Rs.500/- per month.  Travel allowance Rs.2.50 per Km, Daily allowance Rs.50/- per day for working on field.  Working Hrs 10.00 am to 7.00 pm. Lunch 1.30 pm to 2.00 pm. Sunday Holiday.  Incentive 1% of Sales generated all products.  New Outlet added – Rs.50/- per outlet.  Demo Tent / Exhibition managed or conducted – Rs.500/- per Day. Sales Allowances
  12. 12. 05-05-2013 Unisun Marketing Services 12  Sales Manager – Salary Rs.15000/- per month.  Mobile Reimbursement Rs.1000/- per month.  Travel allowance Rs.3.00 per Km, Daily allowance Rs.75/- per day for working on field.  Working Hrs 10.00 am to 7.00 pm. Lunch 1.30 pm to 2.00 pm. Sunday Holiday.  Incentive 0.5% of Sales generated all products.  New Outlet added – Rs.10/- per outlet.  Exhibition / Demo Tent Managed through sales Team – Rs.100/- per Demo tent / Exhibition. Sales Manager Allowances
  13. 13. Proposal  Marketing services consultant for a period of 3 years. Unisun will plan, advice and implement a complete local promotion strategy in Hyderabad and rest of Andhra Pradesh.  Monthly retainer fees will be Rs.25,000/- per month for 1 year contract duration. Subject to extension on mutually agreed terms. The deliverables will be mutually discussed and agreed upon.  As a Marketing Agency we will be reimbursed for all expenses and fees as per a rate card agreed by both. 05-05-2013 Unisun Marketing Services 13
  14. 14. Unisun marketing services scope 05-05-2013 Unisun Marketing Services 14 » Unisun will guide sales manager / executive on field related issues. » Unisun review the sales with Ayush Raksha Management will suggest changes in planning every month 1st week. » Unisun will design schemes suited to the market and guide sales staff in implementing them. » Unisun will take inputs about Market competitor activity and plan counter moves to protect market share / collections etc. » Unisun will participate in discussions with other companies for Tie –ups in marketing, product sampling. Sharing expenses on selling etc.
  15. 15. Brand building ideas for Ayush Raksha  TV Campaign's in channels targeting local preferences of programs.  Develop a jingle for the FM radio, Mobile caller tune.  Website and social media advertisement through facebook, twitter, blog.  Brand Manual and all brand collaterals for gifting to nutritionists, doctors etc. 05-05-2013 Unisun Marketing Services 15
  16. 16. Unisun marketing services scope  Unisun will release ads in TV / Radio / Press if required on behalf of Ayush Raksha.  Unisun will prepare Bus panels ads, after approval release on public transport buses.  Unisun will make product display counters / umbrellas and source manpower to explain about the product and the same will be located at ATM’s busy centers shopping Malls etc through 3rd party.  Unisun will take up email / sms campaign's on behalf of Ayush Raksha. 05-05-2013 Unisun Marketing Services 16
  17. 17. Alternate communication  Unisun will print Collaterals like Dairies, calendars, Gifts such as key chains, table calendars, desk top utilities, paper weights, pen holders etc. for gifting to doctors, nutritionists etc.  Unisun will prepare Posters, Banners, danglers, cut outs etc. for display at Medical shops, Super mkts.  Unisun will create and deploy Wall / Bus/ Railway wagons / Auto top Paintings  Unisun will relaese ads at Bus terminals, Railway stations, Malls, Hoardings, Mobile hoardings etc.  Unisun will create Pamphlets, greeting cards, Post cards etc. 05-05-2013 Unisun Marketing Services 17
  18. 18. Schemes and display  For Ayush Raksha - Unisun will track all festivals, Haats and organize to setup display counters near temples, during festivals and events.  For Ayush Raksha - Unisun will supervise staff or organize monitor participate in exhibitions, events.  For Ayush Raksha – Unisun will promote the product at various Colleges. 05-05-2013 Unisun Marketing Services 18
  19. 19. Action Plan 10-12-201219
  20. 20. Unisun will create : Product Pricing Strategy.  Similar pricing formula for all other size packing and new products launched in the market. 10-12-201220 PRODUCT NAME UNIT PRICE QTY SUB TOTAL APOLLO PHARMACY ALOE VERA JUICE 1LTR Rs 245.00 Rs 245.00 1
  21. 21. Unisun will create : Product Pricing Strategy.  Similar pricing formula for all other size packing and new products launched in the market. 10-12-201221 Apollo Aleo Vera Juice 1 Liter Packing Rs.245/- Reference Pricing Patanjali Aloe Vera Juice Price: Rs 200 for 1 Liter pack Apollo Aleovera 245.00 Ayush Raksha Aleovera 225.00 Dealer Margin 8% 207.00 Cash Discount 2% 202.86 Distributor Margin 4% 194.75 Cash Discount 2% 190.85 Advertisement Charges Initialy 10% 175.27 VAT Tax 5% on MRP 225 11.25 Net Realisation 164.02 1
  22. 22. Action Plan  Selection of One Sales Manager (Rs.15000), Sales Coordinator(Rs.9000/-) , Sales Executives 2 persons Rs.9000/- each.  Total Salary Bill – Rs.42000/-  In addition Ayush Raksha will recruit one Accounts Executive experienced in Tally who also has stores management experience. As sales increase a separate Stores Executive will be required to take care of stocks, dispatches and receipts etc.  Unisun Marketing will release ads at its cost and coordinate with placement agencies and recruit Manpower as above. Unisun Charges for above recruitment is Rs.________/- Payable net of service tax.  Unisun Marketing will train these Manpower in how to market the products.  Unisun will try to ensure Manpower is in place by ______________ 2013 10-12-2012 Unisun Marketing Services 22
  23. 23. Unisun will create :  Invoice’s format,  Delivery challan format,  GRN Goods Receipt Note format for incoming goods.  Market Returns format.  Payment Receipt.  Credit supply format and due acknowledgement format.  Unisun will create a Dealer agreement, Distributor agreement for areas in which they are being appointed.  Unisun will create dealership deposit/ distributorship deposit receipts format as per Govt Norms.  Unisun will create Bank Guarantee formats for Dealers / distributors for credit extended and Bank guarantee encashment procedure.  Unisun will create a credit sale policy and delayed payment interest acceptance format for Dealers and Distributors. Goods received on credit acknowledgement format.  Unisun will create daily reports formats for the Sales Manager / executives on their market visits and follow up on day to day activities.  All Above will be in place by ______________ 2013 10-12-2012 Unisun Marketing Services 23
  24. 24. Unisun will create :  Unisun will advertise on behalf of Ayush Raksha for Dealers & Distributors in A.P  Unisun will along with Ayush Raksha Sales Manager short list and appoints dealers and Distributors in Hyderabad and A.P  Unisun Chief executive will explore opportunities for Bulk uses with various Pharma companies in Hyderabad.  Unisun will design schemes for product promotion and improvement of sale in various counters.  Unisun will get Demo tents Manufactured and coordinate with agencies to display Ayush Raksha products at various public places such as parks, exhibitions etc.  Unisun will coordinate with Media agencies and create ad films which will be aired on TV’s and FM Radio, Bus Panels etc.  Unisun will design and coordinate with ad agencies for making, Display Balloons, Unisun will print Collaterals like Dairies, calendars, Gifts such as key chains, table calendars, desk top utilities, paper weights, pen holders etc. for gifting to doctors, nutritionists etc.  Unisun will prepare Posters, Banners, danglers, cut outs etc. for display at Medical shops, Super mkts.  Unisun will create and deploy Wall / Bus Paintings.  Unisun will release ads at Bus terminals, Railway stations, Malls, Hoardings, Mobile hoardings etc.  Unisun will create Pamphlets, greeting cards, Post cards etc. 10-12-201224

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