WELCOME

STP & 4P’S OF PROUD DEODARANT

promoters :

K.Chethan kumar

K. Umakanth

Deepak Kumar

Deepak Gurjar

Adithya

MARKETING STRATEGY

The marketing logic by which the business unit hopes to create customer value and achieve profitable customer relationships. i.e. STP

1.SEGMENTATION 2.TARGETING 3.POSITIONING

SEGMENTATION

GEOGRAPHIC

Urban Semi-urban

DEMOGRAPHIC

Age Group :16-28Gender : MaleIncome Group : Middle & Upper Middle Occupation : Students & Bachelors

PSYCHOGRAPHIC

Life style : Out door orientedPersonality: Fashion oriented Trendy

BEHAVIORAL

Usage Rate : Regular BasisTouch point : Quality Economical

TARGETING

Concentrates on Single-Segment (16-28 yrs.)

Targets on Young at heart

Competitive advantage of this brand is its complete monopoly over this brand proposition

Through its ads, it persuades youngsters mind that using this deo will help to attract girls and remains fresh for longer time

POSITIONING

The company extensively uses TV ads and conducting many campaigns which creates brand image on customer minds

It also ensures that customers are constantly engaged with new Fragrance

We have started Internet based marketing through the link ‘theproudeffect.com’

Marketing strategy always known as “Adventurous Marketing”

Besides TV ads, the brand also uses print ads with Polaroid photos to its maximum impact

Through conducting contests like trip to Singapore. For that, online banner ads push the guys to play online game and enter the contest

Also through commercializing on you tube

And also its stylish bottle (primary package),need less of secondary packaging creates the brand image

PROUD 4P’S OF MARKETING

PROUD’S 4P’S OF MARKETING

Marketing mix is the combination of elements or the set of controllable and tactical marketing tools, that company uses to market its product.

COMPONENTS OF MARKETING MIX : 1.PRODUCT 2.PRICE 3.PLACE 4.PROMOTION

PRODUCT

The product is the centre of mix. And the other 3p’s are based around it. Consumer purchases goods and services for a variety of reasons and the company must be aware of all of these when selling product.

Our company is producing the product with the brand name of PROUD. Under which the flavors are Stamp, Smart and Roundup

Quality :

All the Varients of proud are dermatologically tested and do not have any side effect on skin (skin friendly)

it offers good fragrance which has long lasting effect

Design: The bottle has stylish look, convenient to hold

and with pressing button at the top, covered with cap.

Packaging :

The Deodarant filled in a stylish bottle, it’s the primary container of the proud. there is no secondary package.

Packaging affluence customers a lot and they willingly pay more for convenient packaging with catchy looks

The packaging is done in such a way that easily recognition. And for proud package itself creates brand image

PRICE

The price of all flavors of proud is same

They just differentiates in flavor and fragrances

Price is around Rs.150 of 150m.l bottle

Pricing has been done considering the middle and higher income group

PLACE

Proper placing and availability of product plays significant role in determining the sales of product. Proud depends on location and distribution channels.

Distribution : in India supermarkets have only 2% market.

Organised retail shops having around 14% market of it is in metro cities. i.e. malls and big stores. But in 2tier &3tier cities it is done through kirana shops.

PROMOTION

Promotion is an important part of marketing mix. Through promotion company communicate with the consumers. To communicate with the consumers company spends heavily on advertisements and promotional activities.

Advertisement : For promoting the product the company uses TV

ads extensively.

also promoting through web access ‘theproudeffect.com’

Also through print ads with photos.

Sales Promotion : And also promoting through contests like trip to

Singapore etc.

Through commercializing on YouTube

Also increasing sales through Radio & FM

Promoting through festival offers like 1.lucky draw – giving exclusive gifts 2.lucky person – meet celebrities 3.winner – exclusive food &

entertainment for whole day

Customer details Form

Name : No. of bottles purchased : Phone no. :

Permanent Address : Dr No. : city/town : District : State : Pin no. :

Thank U

To Say

Prou

d

HAVE A PROUD DAY