The document provides an overview of the product launch plan for "Assorted", a new deodorant product under the hypothetical startup Redolence Pvt. Ltd. The plan involves launching the dual-scent deodorant nationally in India, targeting urban working professionals aged 20-50. Key aspects of the marketing mix include positioning the product as a 2-in-1 deodorant, pricing it at Rs. 180 per 180ml bottle, distributing it through retailers and supermarkets, and promoting it through various advertising channels.

1. Product launch
Assorted deodarant
Efforts by:- Mayank Patel (16)
Sem – 3 ( MM )

5. Overview
•Assorted is a deodorant product under a
hypothetical start-up – Redolence Pvt. Ltd.
• Partnership basis- 5 Partners
•Initial investment is 25 crores

6. S.T.P. analysis
SEGMENTATION
TARGETING
POSITIONING

7. Segmentation
geographic
indian
Urban
people
demographic
Middle
aged
Male/female
Middle to high
income group
Working professionals

8. PSYCHOGRAPHIC
Attitude
and belief
People who prefer to use
deodorants and those who
do not

9. Target customer

10. Positioning Statement
“We offer 48 hours antiperspirant deodorants
for catering to the needs of working
professionals, aged between 20 to 50 years.”

11. Competitors review

12. Major competitor
Unilever We will defeat you

13. • 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.
MARKETING MIX

14. • 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.

15. PLACE
• 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.

16. 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

17. 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

18. Packaging
 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.

19. PROMOTION
Newspapers
Magazine
Social networking sites
Radio
Television
Internet ( Social Networking Sites)
Brouchers
Bill boards
Promotional Events

20. Promotion (cont.)
our promotion strategy would include promoting
product by providing deodorant in small bottles for
trial purpose (only in selected stores).

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. Single
Segment
Targeting
Other
Segment
Diversifying
Worldwide
World’s
Market Leader

23. Thank you!