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Marketing plan
- 2. Marketing Plan on MosquitoRepellent
- 4. Company Overview Ownedsubsidiary of Renata Limited Committed to promoting non-medicated healthcare products Product line includes good food, hygiene and healthcare, naturals, pregnancy and women’s health Produces 23 products
- 5. Target Market We aretargeting consumers with medium to high income with enough knowledge willing to understand and try out a relatively new product in an old market INCOME EDUCATION
- 6. TARGET MARKET STRATEGEY 23 4 5 6 7 8 9 10 1 CONSUMER AWARENESS MARKET SHARE SUPRIOR IMAGE Mass Marketing
- 7. PRODUCT REVIEW Commercial Name: Mosquito Repellent Generic Name:Citronella, Eucalyptus oil, Peppermint oil Formulation: Spray Available Pack Size: 1s Available Strength: 75 ml Registrations: Bangladesh Price: 150/- BDT Available at: Puranava Online Store, Super Shops
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- 10. ARE THE INGREDIENTS HAVEANY NEGATIVE IMPACT ON HUMAN BODY?
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- 13. S T RE N G H T S T H R E AT S O P P O R T U N I T I E S W E A K N E S S U N I Q U E P R O D U C T P O R TA B L E P R O D U C T AWA R E N E S S C U S TO M E R A C C E P TA N C E EXISTING COMPETITORS HIGH CUSTOMER BRAND SWTICHING FOR FMCG ( FAST MOVING CONSUMER GOODS) RISING MOSQUITO BORNE DISEASES INCREASING AWARENESS Growth in the market and demand of botanical repellents
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- 18. F in ancial Strategic Obj ectives Cu stom er Strategic Ob j ectives I ntern al/Op eration al Ob j ectives Peop le/L earn in g Ob j ectives
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- 21. Core product AUGMENTED PRODUCT ACTUALPRODUCT Cards and coupon Personal phone calls Periodic survey Plastic bottle Bottle cape Repellent spray Colorful packaging Immunity from mosquitoes
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- 23. 0.00 3.00 10.00 15.00 20.00 40.00 50.00 65.00 75.00 85.00 100.00 90.00 50.00 0.00 0.00 20.00 40.00 60.00 80.00 100.00 120.00 P.D. P.D. Intro.Intro. Growth Growth Growth Growth Maturity Maturity Maturity Maturity Maturity Decline 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Product Life Cycle Sales (percentage) Introduction Growth Product Development Decline Maturity
- 24. PRICING STRATEGY ADVANTAGES DISADVANTAGES EASYTO MAINTAIN THE PROFIT MARGIN USEFUL FOR NEW PRODUCTS EASY TO DEFEND THE PRICE AND TO CONVINCE THE CONSUMER INFLEXIBLE TO DEMAND CHANGE IGNORES COMPETITORS ACTIONS AND EFFECTS ON MARKET “COST BASED PRICING”
- 25. S I ZE S I Z E S I Z E 200 ML 75 ML 40 ML 320 150 90
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- 27. ANALYZI NG CUSTOMERNEEDS SET T I NG CHANNEL OB JEC T I V ES I DENT I F YI NG MA JOR ALT ERNAT I V ES
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- 29. Consumers with mediumto high income with knowledge and willingness Uncovering our unique selling proposition IDENTIFYING TARGET AUDIENCE BUYER READINESS STAGES Designing a Message Choosing Media Selecting Message Source and Collecting Feedback Our message will content a rational appeal and it the structure will be argument type Television, Newspaper and Social Media Using an expert and real customer to deliver message. Feedback will be assessed.
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- 31. ADVERTISING To inform theconsumers Will be high due to less customer awareness Will contain the benefits and the effectiveness of botanic repellent Television, Newspaper and Social networks SETTING ADVERTISING OBJECTIVES Setting Advertising Budget Creating Advertising Messages Selecting Advertising Media
- 32. SALES PROMOTION ANDPUBLIC RELATION PRICE PACK Annual report grocers
- 33. ACTION TIME PROGRAM ObjectivesAction Step Description Date to Begin Due Date Introduce the product to 60% of the target markets within next 12 months. I. Mass advertising II. Promotion January 1, 2018 May 1,2019 Increase number of sales by at least 25% within next 16 months. I. Mass distribution and advertising II. Clever pricing III. Maintaining and improving the quality January 1, 2018 May 1,2019 Increase market share to 20% within 24 months. I. Staying relevant II. Responding to customers III. Using customers' ideas and feedbacks IV. Snapping up competitors January 1, 2018 January 1, 2020 Obtain at least 30 new customers per month for first 6 months. I. Promotion II. Free trails January 1,2018 July 1,2018 Participate in at least 6 community events and social service event during the next 12 months. I. Keeping track of the social events II. Keeping track of the target market August 1,2017 August 1,2018
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