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Transcript of Product Launch
Herbal Offerings in Health Supplements, Personal Care Products & Pain Ointments in the retail & prescriptive segments
The company launched Ayurvedic Concepts to enter the consumer markets.
Initially, in the late 90s, Ayurvedic Concepts targeted the young urban professional population to create brand awareness. In the early 20th century, it was brought under the Himalaya umbrella brand for several categories of soaps, shampoos, face washes, health supplements, baby products, etc.
Himalaya did not advertise as much as other FMCG manufacturers, & brand associations were nurtured by Word of Mouth.
To build market share in the highly competitive personal health care market, it begun to advertise its face wash & toothpaste brands
The brand has a positive perception among consumers TOODLES Below 4 yrs of age:- No/Minimal usage is required
Between 4 -14 yrs of age:- Maximum usage is required
Above 14 yrs of age:- Not required Ingredients for General tooth paste Toothpaste are made up of 4 main components
Surfactants Fluoride Intake in different categories Abrasives Aluminum hydroxide (al(oh)3)
Calcium carbonate (caco3)
Calcium hydrogen phosphates
Hydroxyapatite (ca5(po4)3oh This can be further classified as: HIMALAYA DRUG COMPANY Stannous fluoride
sodium monofluorophosphate Fluorides Surfactant sodium lauryl sulfate Ingredients in Toodles
Pomegranate, Dadima: 2.57 mg
Toothache Tree, Tumburu: 1.80 mg
Indian Gum-Arabic Tree, Babbula: 1.71 mg
False Black Pepper, Vidanga: 1.71 mg
Five-Leaved Chaste Tree, Nirgundi: 1.14 mg
Nimba, Sunthi: 1.44 mg
Bishop's Weed, Ajamoda satva: 1.0 mg
Sodium Benzoate: Preservatives
Saccharine Sodium: Sweetener
Flovarants: Strawberry , Chocolates
Dental problems have become part of every individual in today’s world
Identification of product in Kids category External
Competitor Analysis Internal
R & D department
Employee Suggestion Idea Generation Process School survey : Teachers, Parents suggestions
Interviewing of dentists.
Availability : Local medical stores, grocery stores, supermarkets.
Social Marketing Sites surveys. Gap – Methods used to Identify SWOT Strength Opportunities Threats Weakness Quality product done with testing by R & D advanced technology for production
Utilization of natural herbs
Established retail network No Market share
New participant in oral care
Small distribution in rural area.
Strong & established Competitor in oral care industry Distribution expansion in other places.
Market is very big & attractive
Add – on of new flavors Acceptance of new product in market
Instability in environmental , political, economic,& budgeting factors.
Defensive attack techniques used by the competitor
Invasion of FDI in retail sector.
Technology – Keep Changing. Product Awareness
Low Product Availability
Low Gap Analysis Requirements Meeting
Low Acceptance Level
Low Protection for Gums
Healthy & Strong Teeth
Relief from 1st tooth ache pain
Cleansing of tooth from bacteria, germs & plaque
Tightening & Reducing swelling / bleeding of gums
Prevention of Tooth Decay & Tooth Ache
Bad Breath Control Benefits of our Product Marketing Strategies followed ...... The Himalaya Drug Company serves a growing niche market by focusing on ayurvedic medicines and health supplements Niche Marketing STP of the product Geographic Demographic Lifestyle Segmentation Geographic - West zone Demographic
1 year to 14 years Lifestyle
Lower class Targets Doctors Dentists Housewives Teachers Working women The brand character is safe , reliable & caring Positioning Packaging Competitor's Packaging Toodles - Packaging Environmental friendly packaging
Eco- friendly colors or vegetable based ink.
Deodorant stick made of a single plastic (#5 polypropylene) so that it can be recycled.
Bio – degradable reseal able spouts.
Attractive Cartooned figured bottles. Competitor's PRicing Competitor's Pricing Toodles - Pricing Objectives.
To maximize current profits & returns on investment
To survive & exploit in the competitive world. Methods to measure Price sensitivity for the customers :
Sequential Preferences. Formulation Factors/Methods used to determine the Price
Full- cost or Mark –up Pricing
Mark up = α/ (1-r)
α = Unit cost (Fixed cost + Variable cost)
r = Expected return on sales expressed as a percent.
Unit Cost =Rs 44/-
Mark up = Rs 59/- -------------Result Marketing Channels
1st level of Marketing Manufacturer Retailers Consumer We will also make use to service sector channels through providing “ Educational dissemination system & health delivery systems to make our product available to the consumers. Product will get commercialized on the day of launch
Product will reach consumer via retailers through different modes of transports such as Railways & roadways When & How product will reach? Integrated Marketing Communications - IMC Customer Oriented Production Dept Finance S & D dept Internal Employee Feed backs
Emp Coupons/Gift card/ Tool Kit External Trade Promotions In store Displays Consumer sales Promotions Free samples through newspapers
Contests in schools , malls.
Special pricing to retailers (Buy 2 & get Rs 5 off) Promotion calender Sales..... Total Child Population in
West Zone – 24708014 approx How many uses toothpaste?
90% - 22237212 approx How many will opt for New brand? How many will go for Kids toothpaste ? SAles volume expected 60% - 13342327 30% - 4002698 We are expecting a sales volume of 400000 units in the 1st quarter Launch details Guest: Darsheel Safary Tie- up with Schools for video – conferencing. Date & place of conference – 17th March 2013 Launch Date - 14 th November 2013 M1 M2 M3 P1 P2 P3 Product Specialization
Presented by :
Mayuri Berde - 3
Jignesh Jadav -9
Sylvia Vincent -14
Neeta Srinivasan - 16
Kirtida Ambre -40 Thank You Tag line - "EAT Bit with healthy Teeth"