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Overview
•Assorted is a deodorant product under a
hypothetical start-up – Redolence Pvt. Ltd.
• Partnership basis- 5 Partners
•Initial investment is 25 crores
Segmentation
geographic
indian
Urban people
demographic
Middle aged
Male/female
Middle to high income group
Working professionals
Positioning Statement
“We offer 48 hours antiperspirant deodorants for catering to the needs of working professionals, aged between 20 to 50 years.”
• 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
•PRICEThe 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.
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.
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
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
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.
PROMOTION
Newspapers
Magazine
Social networking sites
Radio
Television
Internet ( Social Networking Sites)
Brouchers
Bill boards
Promotional Events
Promotion (cont.)
our promotion strategy would include promoting
product by providing deodorant in small bottles for
trial purpose (only in selected stores).
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