Download to read offline
Uploaded byMathew Lawrence
Launch plan template
The document provides an agenda and overview for a market launch plan. Key points include: - A global and domestic market overview highlighting growth opportunities in oral care products in Asia Pacific and India. - Competitor analysis identifying attributes like fresh breath, strong teeth, and herbal/natural positioning currently addressed by various brands. - Details of a new "Brand" toothpaste including product benefits, pricing compared to competitors, and a SWOT analysis. - A go-to-market strategy outlining identification of key retailer outlets, sales and visibility plans, promotional activities, and engagement strategies for business partners and consumers. - An execution plan mapping out marketing activities and branding elements over 12 months to
Launch plan template
- 1. Agenda Market Update Global Prospective 01 MarketValue, Key Players, Attributes, Competitor Pricing Domestic Prospective 02 Product Details, USP, Brand Ladder, Pricing, SWOT, Brand – To be Launched 03 Field Force, Go-To-Market Strategy, Engagement Activities, Marketing Strategy Summary Launch Plan – Cities 04 Strategic allocation of plan Marketing Planogram 05 CITY
- 2. Introduction- Global Prospective Source:https://www.marketsandmarkets.com/Market-Reports/oral-care-market-80546246.html Asia pacific market is expected to witness high growth in the forecast period due to growing high awareness of oral hygiene $45.90 $53.30 $42.00 $44.00 $46.00 $48.00 $50.00 $52.00 $54.00 2020 e 2025 p 3.1% CAGR Billions The global oral care/oral hygiene market size is estimated to be USD 45.9 billion in 2020 and projected to reach USD 53.30 billion by 2025 at a CAGR of 3.1%. Growing awareness of the importance of maintaining oral hygiene Increased competition in the oral care/oral hygiene market escalating price pressure Increasing online purchase of Oral Care Products Increasing focus on market players on emerging countries is driving the growth of oral care market Driving Factor
- 3. Introduction- Indian Prospective Source:https://timesofindia.indiatimes.com/business/india-business/niche-play-gives-teeth-to-toothpaste-sales/articleshow/79500338.cms According to Time Of India dated 20th Dec Toothpaste, with a market size of around Rs 10,000+ crore, is one of the most highly penetrated product and is growing at 2-3% When compared to last year it grew by 4%. Need-based offerings are showing a sharp uptick. These include addressing tooth sensitivity, whitening or with herbal and natural flavors. 18% 22% 23% 23% 9% 9% 10% 11% 0% 5% 10% 15% 20% 25% 2017 2018 2019 Jan - Mar'20 Herbal Sensitive 9,283 9,951 10,379 2,622 - 2,000 4,000 6,000 8,000 10,000 12,000 2017 2018 2019 Jan-Mar'20 Indian toothpaste market (cr.) 10,000+ Tooth paste 3,500+ Tooth Brush 600+ Tooth Powder 350+ Mouth wash 15+ Dental Care All values in cr. Moving 6X FASTER IN MARKET Over Rs.15,000cr India’s Oral health market size in ’19
- 4. Introduction- Indian Prospective 49.61% 48.49% 47.46% 48.32% 46.90% 16.66% 16.01% 15.92% 16.01% 15.91% 12.97% 13.31% 13.91% 13.37% 14.23% 8.65% 9.26% 9.48% 9.18% 9.62% 4.10% 4.84% 5.37% 5.18% 5.51% 6.67% 6.99% 7.00% 6.96% 6.98% 2018 2019 2020 MATApril-20 MAT April-21 Colgate HUL Dabur Patanjali GSK Anchor Others India Toothpaste market Source : https://www.bloombergquint.com/business/colgates-herbal-push-fails-to-stem-decline-in-toothpaste-market-share Data highlights that Colgate being market leader, has lost M.S as of MAT Apr-21. Colgate’s launch of herbal variants such as Vedshakti, Cibaca Vedshakti, Active Salt, Neem and Sensitive with clove oil failed to stem the decline. Dabur, on the other hand, has been constantly seeing a rise in demand across its toothpaste brands over the last few years. Market share for other competitors in the toothpaste segment such as Pepsodent from Hindustan Unilever Ltd. remained stable. GSK Consumer Healthcare Ltd., which sells a variety of toothpastes under the brand name Sensodyne for treating tooth sensitivity, has witnessed a steady increase since 2018.
- 5. Competitor Mapping- Attributes BRAND ATTRIBUTES Currentattributes positioned by current players Attributes Target Audience– KIDS & FAMILY Flavour & Color Whiteness GAP filled by “Colgate” Fresh Breath GAP filled by “Close Up Max Fresh” Decay Protection GAP filled by “Pepsodent Germicheck” Cost Effective Herbal GAP filled by “Patanjali” Plaque prevention Stain prevention GAP filled by “Colgate Active Salt” Herbal GAP filled by “Dabur Red” Gum Expert GAP filled by “Himalaya Complete Care” Sensitivity GAP filled by “Sensoydne”
- 6. Competitor Mapping- Pricing Pricingconsidered from online only for 150gms Prices of Competitors Rs. 92 Rs. 80
- 7. Brand Name LAUNCHING A Fluoride Toothpaste with Benefitsof Strong Teeth I Healthy Gums I Fresh Breath
- 8. 01 02 0304 It helps in developing stronger teeth Brand Toothpaste – Product Details It helps in developing really strong teeth and minty fresh breath Removes the germs from the mouth Gives cooling in the mouth after applying “Brand”is developed with an internationally proven formula which helps in developing really strong teeth and minty fresh breath.” Calcium Carbonate Helps remove plaque, debris and surface stains. Silica Used to repair damaged teeth Sorbitol It helps hold the toothpaste together, and it's also a sweetening agent. Sodium Silicate Used to control the pH of the finished product Pack shot
- 9. Brand Toothpaste -Attributes BRAND ATTRIBUTES Current attributes positioned by current players Attributes Target Audience– KIDS & FAMILY Brand – Key Attributes Flavour & Color Whiteness GAP filled by “Colgate” Fresh Breath GAP filled by “Close Up Max Fresh” Fresh Breath Decay Protection GAP filled by “Pepsodent Germicheck” Strong Teeth Cost Effective GAP filled by “Patanjali” Aggressive pricing Plaque prevention Stain prevention GAP filled by “Colgate Active Salt” With the ingredients of Fluoride. (Fluoride toothpaste is very effective in preventing tooth decay.) Herbal GAP filled by “Dabur Red” Gum Expert GAP filled by “Himalaya Complete Care” Healthy Gums Sensitivity GAP filled by “Sensoydne”
- 10. Brand Toothpaste –Brand Ladder Benefit Brand Essence Personality Reason to Believe Target Audience Consumer Insight Strong teeth, Healthy teeth • Friendly, Family care, Complete care • Strong Teeth, Healthy Gums, Fresh Breath • I often lookout for toothpaste which shall give the benefits which strengthens my teeths, avoids bad breath as complete package. • Target audience living in urban + rural market who wants economical priced toothpaste but yet multiple benefits. Ideal age group would be 18+ who understands the key benefits of our product. • Fluoride: It’s a mineral by the composition that helps to strengthen the enamel on the teeth, making them less susceptible to cavities Establish the target audience
- 11. Brand Toothpaste -Pricing Brand Names MRP Brand Name for 150gms Margin Calculation Colgate Max Fresh- 150gms ₹ 95 ₹ 00 Price To Retailer 00% = ₹ 00 Price To Distributor 0% = ₹ 00 Closeup Triple Fresh Formula – 150gms ₹ 85 Himalya Complete Care- 150gms ₹ 85 Dabur Red Gel- 150gms ₹ 80 Ayush Freshness Gel- 150gms ₹ 80 Brand Name Establish product pricing: If expensive mention the reason, If competitive mention the USP’s
- 12. Brand Toothpaste –S.W.O.T W O T S Aggressive Pricing model International standard quality Multiple benefits (covering range of features) New entrant to the Indian market Difficult to convince customer to purchase Need to develop strong distribution channel for mass reach High competitive market High marketing spends by competitors Involvement of global and domestic companies Changing lifestyle of consumers Opportunity with ayurvedic composition Can focus for kids range
- 13.
- 14. Field Allocation: SalesRepresentatives As a part of go-to-market strategy for any city, divide it in accordance with geography of the area:- Population of the city, town and city to launch Which are the areas to cover. If possible, collect the universe of outlets in the city Collect the distributor list (if available) Summaries how many field force would be required Plan distributor coverage 00 Sales Representatives
- 15. You can simplyimpress your audience and add a unique zing and appeal to your Reports and Presentations with our Templates. Brand Toothpaste – Go-To-Market Strategy STEP 02 Availability 3600 STEP 04 Promotion STEP 03 Visibility STEP 01 Identifying Key outlets
- 16. Go-To-Market Strategy: Identifyingkey outlets Classification of outlets (based on potentiality of the outlets) Selling 100+ units Toothpastes in a month (150gms) Selling 70 to 100 units Toothpastes in a month (150gms) Selling 40 to 70 units Toothpastes in a month (150gms) Selling less than 40 units Toothpastes in a month (150gms) A Group B Group C Group D Group Note: Assuming that this data of stores and mapping of sales have done before. Numbers mentioned are for example purpose.
- 17. You can simplyimpress your audience and add a unique zing and appeal to your Reports and Presentations with our Templates. Go-To-Market Strategy: Availability STEP 02 Availability 3600 STEP 04 Promotion STEP 03 Visibility STEP 01 Identifying Key outlets
- 18. Go-To-Market Strategy: Availabilityof Primary v/s Secondary Sales Plan Primary Sales 1 2 3 4 5 6 7 9 10 11 12 Distributor Sales Online Sales Modern Tarde Total Note : Projection of primary and secondary sales can be done bases on the past experience of the company or the category Secondary Sales 1 2 3 4 5 6 7 9 10 11 12 Distributor Sales Online Sales Modern Tarde Total
- 19. 00000 Targets in Units 000000 Targetsin units annually by each SR 0000000 Target in units per month 000 Outlets Units to liquidate from each stores annually 000000(including A,B,C,D outlets) Go-To-Market Strategy: Availability with liquidation plan at key outlets Annual sales funnel – SR level SR Note : This is just to help a SR visualize how to achieve his target and its road map
- 20. You can simplyimpress your audience and add a unique zing and appeal to your Reports and Presentations with our Templates. Go-To-Market Strategy: Visibility STEP 02 Availability 3600 STEP 04 Promotion STEP 03 Visibility STEP 01 Identifying Key outlets
- 21. Go-To-Market Strategy: Visibility “A”Group outlets : Those outlets selling 100+ units in a month : Outside Branding : Name board Danglers Inside Branding : POS Window Display with LED option These window display would be put with minimum 10 units Note : These are just few options
- 22. Go-To-Market Strategy: Visibility “B”Group outlets : Those outlets selling 70 to 100 units in a month : Danglers Inside Branding : POS These window display would be put with minimum 10 units Outside Branding: Standees Note : These are just few options
- 23. Go-To-Market Strategy: Visibility “C”Group outlets : Those outlets selling 40 to 70 units in a month : Danglers Inside Branding Gravity Dispenser / PVC hanger Outside Branding Note : These are just few options
- 24. Go-To-Market Strategy: Visibility “D”Group outlets : Those outlets selling less than 40 units in a month : Inside Branding Danglers Outside Branding Note : These are just few options
- 25. You can simplyimpress your audience and add a unique zing and appeal to your Reports and Presentations with our Templates. Go-To-Market Strategy:Promotional Plan STEP 02 Availability 3600 STEP 04 Promotions STEP 03 Visibility STEP 01 Identifying Key outlets
- 26. Note: These arefew options which can be explored costing and budgeting need to decided further as per organizational budget approval. Its not necessary we need to implement all the options. Go-To-Market Strategy: Promotional Plan (BTL) 01 Billboards (strategic location need to decided) 02 Mumbai local Train Branding 03 New paper branding (jacket branding) TOI and Maharashtra Times 04 Taxi Branding 05 Bus Branding BTL Plan is been made as per cities branding avenues (options)
- 27. You can simplyimpress your audience and add a unique zing and appeal to your Reports and Presentations with our Templates. Go-To-Market Strategy:Engagement Activity STEP 02 Availability 3600 STEP 04 Promotion STEP 03 Visibility STEP 01 Identifying Key outlets Supported with Engagement Activity Business Associates Consumers
- 28. Engagement Activity:For BusinessAssociates Below engagement activities are few options Brand Reminders Clocks, Stationary Inputs, Carry bags, Flasks etc. These would be branded A Class B Class Special Day Celebration Festivals, Birthdays, Brand focused special days- Special drive All Outlets Business Meetings Trainings, workshops, outings All Outlets All Outlets Stock Audits Monitoring and availability of stocks Special Drives Sampling at key selected outlets A Class B Class Contest Drives Sales Contests and Recognition- Campion Stores All Outlets
- 29. Engagement Activity:For Consumers Belowengagement activities are few options Digital Promotion Facebook, Instagram Geo tagging : Mumbai location Modern Trade Interacting with consumers at modern trade outlets (promoters) Ex: Big basket, Bigbazzar, D-mart Street Plays Educating / highlighting key social issues with title sponsorship of brand promotion Mall Activations Interacting with consumers at malls, through display of brand outlets E-commerce Sales Amazon, Flipkart,
- 30. Engagement Activity:For SalesRepresentative Annual Performance Monetary benefit for annual performance Below engagement activities are few options Quarter Performance Competition among SR’s to showcase their sales performance (Special gifts) Marketing Execution Involvement and execution of best marketing campaigns Innovative Ideas Award showing for unique ideas of marketing the products on field Best Displayed Outlet A contest showing best execution of marketing display with brands
- 31. Marketing Strategy: Summary PULLSTRATEGY PUSH STRATEGY Consumers / Customer BTL Promotions Outdoor Activation Visibility at stores Engagement Activities Distributor / Stockiest Regular Visits Meetings Contest Retailers / Apetkas Regular Visits Brand Reminders Special Day celebrations Meetings Contests Field Force Contests / Incentives Rewards & Recognitions Training / Field Engagement
- 32. Content M ON T H S 1 2 3 4 5 6 7 8 9 10 11 12 POSM Billboards Tarin Branding Bus Branding Taxi Branding News Paper Ad Brand Reminder Inputs Special Day Celebrations Business Meetings Contests- Store Digital Promotion Modern Tarde Activity Street plays (with PR) Mall Activation Store POSMs Billboards Taxi Train As per need Planogram: Marketing Execution Bus News BR BR BR BR BR BR Q1 Q2 Q3 Q4 1 2 On going activity Q1 Q2 Q3 Q4 1 2 1 2 3 4 News
- 33.