School of Management,

Manipal University.

Market plan

Course code: MGT-HM-621

Course title: Healthcare Marketing-1

Submitted by: Sanjeet Yadav Submitted to: Prof. Raveendra Rao

Roll No: 161206002 Faculty SOM, Manipal University

ContentsCompany’s Profile Mission and VisionAbout ProductSlogan and logoMarket share and CompetitorsSWOT AnalysisPEST AnalysisSegmentation, targeting and positioningProduct life cyclePackagingMarketing mixPricing strategyDistribution strategyMedia mixTotal advertising cost

COMPANY’S PROFILE

Name – Herbal Care ltd.

Started in March 2001

Location – Bawal, Rajasthan

Employee strength- 350

It deals in day to day personal care product- soaps, fairness cream and body lotion.

It is entering into product mix that is hair gel for the first time.

Introducing an herbal hair styling gel.

Mission statement- To become a household hair care name that is sought after by consumers to manage and maintain their hair so that it is healthy, shiny, nourishing and easy to comb into today’s increasing fashion trend.

Vision – “our vision is to be the market leader in terms of market share within 5 years in men’s hair care segment”.

About the product

Herbal hair gel is a hair styling product that is used to stiffen hair into a particular hair style.

Does not contain any chemicals, alcohol and plastic like other hair styling gels available in the market.

This styling product helps to maintain the moisture in your hair and provide all the vital nutrients tht is necessary for their better growth.

As it is made out of herb, thus have no side effects and even help reduce hair fall and split ends.

Slogan – “make hair styling naturally elegant”

The slogan depicts the product is 100% natural and this gel would make the way of styling elegant.

LOGO-

45%

25%

20%

15%

MARKET SHARE

Brylcream

Park avenue

Set Wet

Others

SWOT ANALYSIS

STRENGHTS Herbal product Brand image Dedicated employees Distribution Price

WEAKNESSESS New product Market share

OPPORTUNITIES Huge market Changing taste and preference

THREATS Competition Market condition

PEST ANALYSIS

POLITICAL Government support ITC certified

ECONOMIC GDP Growth in health care

SOCIO-CULTURAL Changing life style Healthy life style

TECHNOLOGICAL Advanced natural formulation biotechnology

Segmentation, Targeting and Positioning

Segmentation

Geographic- Delhi, Mumbai, Kolkata, Bangalore, Chennai, Lucknow, Chandigarh, Jammu, Haridwar, Ahmedabad.

Demographic

age- 14- 30 years gender – male education-higher secondary to postgraduate family size- single, married without children socio- economic class- upper middle to lower middle class

Psychographic

Life style- enjoys music, movies, parties and other such activities.

Behavior

Occasion- regular Benefits- herbal , hence no damage to hair

TARGETING-

Target audience: male youth of urban cities who belongs to upper middle and middle class of society and who enjoys parties and other such lifestyle activities.

Positioning - : an herbal hair styling gel which holds your hair as you want”.

On the basis of benefit : herbal product

PRODUCT LIFE CYCLE

PACKAGING

The color of gel inside the pack will be of sky blue color to present freshness of the product. The cap color will be of sky blue color and the tube will be transparent. Sky blue color is chosen as packaging color to make it unique in shelves of retailers.

Marketing mix- product strategy

Product is differentiated on the basis of performance quality. This styling product helps to maintain the moisture in your hair which is necessary for their better growth.

No artificial ingredients

100% natural Certified organic Aloe Vera as the number one ingredient. Contains no paraffin, chemical additives, or synthetic preservatives.

PRICING STRATEGY

Product cost for company is 40 paisa/gm.

Sachet (3 gm.)- Rs. 2/-(1gm=66 paisa) –sachet pack 15 gm. tube- Rs. 10/- (1gm=66 paisa)-small tubes 60 gm. tube- Rs. 36/- (1gm=60 paisa)-standard tubes 150 gm. tube- Rs. 90/- (1gm=60 paisa)-large tubes

Selling sachet and small tubes will be most beneficial for the company.

Distribution Strategy (3 phases)

Phase 1 – small tubes and standard tubes will be introduced to gain benefit and market share. Area of distribution: 8 cities – Delhi, Mumbai, Kolkata, Chennai, Bangalore, Ahmedabad,

Chandigarh and Lucknow. Phase 2 – large tubes will be introduced to build credibility of product in the market Area of distribution: above cities and other tier 2 cities like Jaipur, Agra, Jalander, etc. Phase 3 – sachet will be introduced to cater new segment of market. Area of distribution: distribution in tier 3 cities like Patna, Varanasi etc.

MEDIA MIX

Print Ads Newspaper

o The times of Indiao Hindustan timeso Danik jagran

Magazineso India todayo Film faceo Men’s

Hoardings Television Ads

o ZEE TVo SONY TVo Star Pluso Zoom TVo Sports Channels

TOTAL ADVERTISING COST

MEDIA MIX COST IN CRORES (INR)NEWSPAPER 6MAGAZINES .20TELEVISION 9 + .5 (FOR SHOOTING)HOARDINGS .80TOTAL 16.50 CRORES