Sie sind auf Seite 1von 22

S. R.

INTERNATIONAL
ANNUAL MARKETING PLAN FOR 1st April 2008-31st March 2009 FOR BABY CARE PRODUCTS

INDEX
Introduction Market Research Marketing Strategy Consumer Behavior Market Segmentation Company Objective Product Information Market Comparison Marketing Budget Distribution Channel Pricing & Promotion Advertisement Expectation

INTRODUCTION
S. R. International is the first company to launch a manufacturing unit of Baby Products in Navi Mumbai; has incorporated as SR Internationals in fully own subsidiary on 1st April, 2008. We manufacture Baby hair oil, Baby Shampoo, Baby oil. Whether you are giving a warm bath full of giggles n splashes, or a peaceful, quiet massage before bed, SR develops the products that go hand-in-hand with the special moments you have with your baby.

Market Research
The baby care market in India is valued at Rs 590 crore and is expected to reach Rs 1,092 crore by 2012 This market consists of baby hair and skin care products, toiletries and diapers The hair care market for babies is valued at Rs 25 crore for 2008, and is growing at a CAGR of 5 per cent The skin care market is valued at Rs 184 crore for 2008 and is growing at a CAGR of 15 per cent

Market Analysis
The biggest leader in the industry of Baby Products is Johnson & Johnson Net income rose 12 percent in the fourth quarter of 2006, to $307 million, or 47 cents a share. Excluding a $9 million noncash accounting charge, profits rose 15.3 percent. Sales in the quarter increased by 11.3 percent, to $3.5 billion. Twelve-month sales rose 10.5 percent, to $13.75 billion

Market segmentation of Consumers


The market is further divided in Followings Segments: Demographic Segments:-It consists of division on the basis of age,sex,income. Geographic Segments A market can be partitioned by geographic locations. E.g..-In cold areas our major market will be for Baby skin oil product apart from other products. Parental Segment:- This case parents are the one who will care for their baby. Hence they will be major target.

WHICH SEGMENT TO TARGET ?

PARENTS OF NEW BORN BABIES

PARENTAL SEGMENT
This industry has high competition in parental segment . Existing competition in this segment is JOHNSON & JOHNSON Probability to sustain in the market in this segment is high. Psychological factors can be utilised as a key tool.

SWOT ANALYSIS
STRENGTHS: VISION IS TO PARTNER WITH EVERY MOTHER AROUND THE WORLD TO PROVIDE HER BABY WITH A HAPPY,HEALTHY START IN LIFE. MOST PUREST, SAFEST, MILDEST PRODUCT RANGE AS COMPARED TO COMPETITOR RANGE. MEDIUM PRICE RANGE. ORGANISATIONAL ASSETS QUALITY CONTROL SYSTEM. SUFFICIENT R&D AND MARKETING TEAM INNOVATIVE DISTRIBUTION STRATEGY

WEAKNESS: YET NOT ESTABLISHED AS A RECOGNISED BRAND NEW IN THE INDUSTRY AS IN EXPERIENCE.

OPPORTUNITIES:1)GLOBAL DEVELOPMENT OF OUR BRAND NAME IN NEW BORN BABY SEGMENT 2)TO BECOME A LEADER IN THE BABY SEGMENT. 3)TO CONVERT THE CONSUMERS (MOTHERS) BUYING BEHAVIOUR. 4)TO REACH THE UNTAPPED RURAL MARKET

THREAT:MAJOR THREAT IS JOHNSON & JOHNSON AS THEY HOLDS 60% MARKET SHARE

COMPANY OBJECTIVE
To increase the sales by providing a soft and caring touch to the new born babies and capture the market and create a goodwill of the company by providing the maximum services to our customers

TARGET To acquire maximum market share and be a tough competitor of Johnson & Johnson
To be the preferred brand for baby care in Navi Mumbai by 2012

PRODUCT INFORMATION 1) Baby Oil :- SR Baby oil contains Aloe Vera extract and vitamin E acetate. It is clinically proven mild for use on babies. It is light, no-staining oil that can be used before bath and for moisturizing after bath. 2) Baby Shampoo:- SR Baby Shampoo does not irritate babys eyes. SR Baby shampoo has special NO TEARS that is gentle on babies eyes and does not stings, as gentle as pure water. 3) Baby Hair Oil:- SR Baby Hair Oil contains ProVitamin B5.Its skin conditioning helps prevent flaking of soft skin from babys scalp. It nourishes hair roots and strengths the Hair.

SR Internationals Products

MARKET COMPARISON
PRODUCT LIFE CYCLE
MATURE PHASE

Johnson & Johnson

SALES VOLUME

GROWTH STAGE

DECLINE PHASE

SR

INTRODUCTORY PHASE

TIME

BCG Matrix
Johnson &Johnson
High
SRINTL

Industry Growth Rate Low

High Low Relative Market Share

MARKETING BUDGET
FUNDS AVAILABLE FOR MARKETING (Rs 10 crores) 1. More spending on Advertisement(6 crores) 2. Promotions (2 crores) 3. Reserves(2 crores)

MARKETING STRATEGY
Distribution Network Production Unit(Kamothe)
Distributor (Khoparkhairne) Vashi to Airoli Distributor (Nerul) Sanpada to Panvel

Other Retail Outlets

Other Retail Outlets

16 Franchisee covering entire Navi Mumbai Market

Company Owned Showroom (5)

PRICING
Pricing range of SR Baby oil is valued at Rs.35/Pricing of SR Baby Shampoo is valued at Rs.50/-

Pricing of SR Baby Hair oil is valued at Rs.29/-

ADVERTISING
---via Television
Frequency of advertisement to be aired to be increased. Selected Channels which are viewed by Youngster and kids. For e.g Mtv, Cartoon Network, Nickleodeon, Pogo .

---via Radio
Approaching 93.5 Red Fm which is popular among all.

---via Digital Display/Hoardings /News Papers etc.


Digital displays would be put outside Hospitals, schools, Malls, Gardens, Theatres etc. Hoarding would be placed where it would catch the attention. Times of India(Bombay times),Hindustan Times(Cafe),etc.

PROMOTIONS

Discounts and Offers: 1)Introductory offers would be promoted at discount on Internet and Retail outlets 2)A stand for keeping SR Intl. products to the retailer would be provided for attractive display in the shop

SALES FORCE
Sales Head
NAVI MUMBAI

Regional Sales Manager Sales Executives

VASHI TO AIROLI

SANPADA TO PANVEL

15 Executives

15 Executives

EXPECTATION
To gain Sales volume by touching the lives of atleast 2 million Navi Mumbai Masses. To decrease the variable and fixed cost.