healthcare product

1. School of Management,
Manipal University.
Market plan
Course code: MGT-HM-621
Course title: Healthcare Marketing-1
Submitted by: Sanjeet Yadav Submitted to: Prof. Raveendra Rao
Roll No: 161206002 Faculty SOM, Manipal University

2. Contents
Company’sProfile
Missionand Vision
About Product
Slogan and logo
Market share and Competitors
SWOT Analysis
PEST Analysis
Segmentation,targetingand positioning
Product life cycle
Packaging
Marketing mix
Pricing strategy
Distributionstrategy
Mediamix
Total advertisingcost

3. COMPANY’S PROFILE
Name – Herbal Care ltd.
Startedin March 2001
Location– Bawal, Rajasthan
Employee strength-350
It dealsindayto day personal care product- soaps,fairnesscreamandbodylotion.
It isenteringintoproductmix thatis hairgel for the firsttime.
Introducinganherbal hairstylinggel.
Missionstatement-Tobecome ahouseholdhaircare name thatis soughtafterbyconsumersto
manage and maintaintheirhairsothat itis healthy, shiny,nourishing andeasytocomb intotoday’s
increasingfashiontrend.
Vision – “ourvisionistobe the marketleaderintermsof marketshare within5 yearsinmen’shair
care segment”.
About the product
Herbal hair gel isa hair stylingproductthatisusedto stiffenhairintoaparticularhair style.
Doesnot containany chemicals, alcohol andplasticlike otherhairstylinggelsavailableinthe market.
Thisstylingproducthelpstomaintainthe moisture inyourhairandprovide all the vital nutrientsthtis
necessaryfortheirbettergrowth.
As itis made outof herb,thushave no side effectsandevenhelpreduce hairfall andsplitends.
Slogan – “make hair stylingnaturally elegant”
The slogandepictsthe productis100% natural and thisgel wouldmake the wayof stylingelegant.
LOGO-

4. 45%
25%
20%
15%
MARKET SHARE
Brylcream
Park avenue
Set Wet
Others

5. SWOT ANALYSIS
STRENGHTS
 Herbal product
 Brand image
 Dedicatedemployees
 Distribution
 Price
WEAKNESSESS
 Newproduct
 Market share
OPPORTUNITIES
 Huge market
 Changingtaste and preference
THREATS
 Competition
 Market condition

6. PEST ANALYSIS
POLITICAL
 Governmentsupport
 ITC certified
ECONOMIC
 GDP Growthin health care
SOCIO-CULTURAL
 Changinglife style
 Healthy life style
TECHNOLOGICAL
 Advanced natural formulation
 biotechnology
Segmentation, Targeting andPositioning
Segmentation
Geographic-Delhi,Mumbai,Kolkata,Bangalore,Chennai,Lucknow,Chandigarh,Jammu,Haridwar,
Ahmedabad.
Demographic
 age- 14- 30 years
 gender– male
 education-highersecondarytopostgraduate
 familysize- single,marriedwithoutchildren
 socio- economicclass- uppermiddletolowermiddle class
Psychographic
 Life style- enjoysmusic, movies, partiesandothersuchactivities.

7. Behavior
 Occasion- regular
 Benefits- herbal ,hence nodamage tohair
TARGETING-
Target audience:male youthof urbancitieswhobelongstouppermiddle andmiddle classof society
and whoenjoyspartiesandothersuchlifestyle activities.
Positioning- : an herbal hair stylinggel whichholdsyourhairasyouwant”.
 On the basisof benefit:herbal product
PRODUCTLIFE CYCLE

8. PACKAGING
The color of gel inside the packwill be of skyblue colorto presentfreshness of the product.The cap
colorwill be of sky blue colorandthe tube will be transparent.Skyblue colorischosenaspackaging
colorto make it unique inshelvesof retailers.
Marketing mix- product strategy
 Productis differentiatedonthe basisof performance quality.This stylingproducthelpsto
maintainthe moisture inyourhairwhichisnecessaryfortheirbettergrowth.
 No artificial ingredients

9.  100% natural
 CertifiedorganicAloeVeraasthe numberone ingredient.
 Containsnoparaffin,chemical additives,orsyntheticpreservatives.
PRICING STRATEGY
Productcost for companyis40 paisa/gm.
 Sachet(3 gm.)- Rs. 2/-(1gm=66 paisa) –sachet pack
 15 gm. tube- Rs.10/- (1gm=66 paisa)-small tubes
 60 gm. tube- Rs.36/- (1gm=60 paisa)-standardtubes
 150 gm. tube- Rs.90/- (1gm=60 paisa)-large tubes
Sellingsachetandsmall tubeswillbe mostbeneficial forthe company.
DistributionStrategy (3 phases)
 Phase 1 – small tubesandstandardtubeswill be introducedtogainbenefitandmarketshare.
 Areaof distribution:8cities – Delhi,Mumbai,Kolkata,Chennai, Bangalore, Ahmedabad,
Chandigarh andLucknow.
 Phase 2 – large tubeswill be introduced tobuildcredibilityof productinthe market
 Areaof distribution:above citiesandothertier2 citieslike Jaipur, Agra,Jalander,etc.
 Phase 3 – sachetwill be introducedtocaternew segmentof market.
 Areaof distribution:distributionintier3citieslike Patna,Varanasi etc.
MEDIA MIX
 PrintAds
 Newspaper
o The timesof India
o Hindustantimes
o Danikjagran
 Magazines
o Indiatoday
o Filmface
o Men’s
 Hoardings
 TelevisionAds
o ZEE TV
o SONYTV
o Star Plus
o ZoomTV
o SportsChannels

10. TOTAL ADVERTISING COST
MEDIA MIX COST IN CRORES (INR)
NEWSPAPER 6
MAGAZINES .20
TELEVISION 9 + .5 (FORSHOOTING)
HOARDINGS .80
TOTAL 16.50 CRORES