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Product launch ppt

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Product launch ppt

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This is Prateek Mishra from Ramaiah institute of management studies, Bangalore and the following presentation gives an overview of launch of a hypothetical product into the market.

This is Prateek Mishra from Ramaiah institute of management studies, Bangalore and the following presentation gives an overview of launch of a hypothetical product into the market.

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Product launch ppt

  1. 1. Efforts by:- Prateek Mishra Roshni Raj Mansi Panjani Anuranjan Kumar Shruthi Sashi Kumar Monojit Malik
  2. 2. Overview •Assorted is a deodorant product under a hypothetical start-up – Redolence Pvt. Ltd. • Partnership basis- 5 Partners •Initial investment is 25 crores
  3. 3. STRENGTH: 2 focused ranges for men and women Incredible humidity absorption capacity High differentiation factor due to factors like humidity absorption, 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 more varieties 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, Garnier, set wet etc.
  4. 4. SEGMENTATION TARGETING POSITIONING
  5. 5. geographic indian Urban people demographic Middle aged Male/female Middle to high income group Working professionals
  6. 6. PSYCHOGRAPHIC Attitude and belief People who prefer to use deodorants and those who do not
  7. 7. “We offer 48 hours antiperspirant deodorants for catering to the needs of working professionals, aged between 20 to 50 years.”
  8. 8. Competitors review
  9. 9. Unilever We will defeat you
  10. 10. 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 “assorted” would be that, it will be offered as a deodorant, with two fragrances in one bottle.
  11. 11. PRICE The deodorant would be introduced in the market at a price of Rs180. A margin of 10% would be kept for the wholesalers and a margin of 25% would be kept for the retailers.
  12. 12. • Our product “Assorted” would be launched in the national market. • It will be available in every major city of India. We will sell our product at retail outlets, supermarkets, apparel stores.
  13. 13. CHANNELS OF DISTRIBUTION . MANUFACTURER WHOLESALER RETAILER CUSTOMER  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. unorganised stores. Our distribution channel length would two level distribution that will include manufacturer, wholesaler, retailer, customer
  14. 14. 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
  15. 15.  Our packaging would be attractive and the bottle would be made of metal.  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.
  16. 16. Newspapers Magazine Social networking sites Radio Television Internet ( Social Networking Sites) Brouchers Bill boards Promotional Events
  17. 17. our promotion strategy would include promoting product by providing deodorant in small bottles for trial purpose (only in selected stores).
  18. 18. AROUSING FRESHNESS IN YOUR WORK LIFE
  19. 19. Research Costs Total 378002.00 Communications Costs Total 641250.00 Networking Costs Total 6350.00 Promotions Costs Total 557500.00 Advertising Costs Total 369100.00 Public Relations Costs Total 160000.00 Meal Costs Subtotal 37950.00 List Service Costs Subtotal 77700.00 Audio/Visual Services Subtotal 17870.40 Additional Costs Subtotal 21695.00 ESTIMATED MARKETING GRAND 2267417.40 BUDGET PLAN (in Rs.)
  20. 20. BREAK EVEN ANALYSIS UNIT COST PRICE = Rs. 180 Selling price Rs. 180.00 Less :Variable cost @ 60% Rs. 108.00 Contribution Rs. 72.00 BEP (in Units) = Fixed Cost / Contribution per unit BEP (in Units) = 13,88,889 units BEP (in Rs.) = Fixed Cost * Selling Price BEP (in Rs.) = Rs.25,00,00,000
  21. 21. MARK UP PRICE Market Suggested Retailer Price Rs.180.00 Retailers Mark Up Price (25%) Rs.45.00 Wholesaler Price Rs.135.00 Manufacturers Mark Up Price (10%) Rs.14.00 Manufacturers Cost Rs121.00 Total Investment = Rs.25, 00, 00,000 Total Production in One Year = 10, 00,000 Units Fixed Cost = 40% of Investment = Rs.10, 00, 00,000
  22. 22. 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. 23. Single Segment Targeting Other Segment Diversifying Worldwide World’s Market Leader

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