Product launch

Assorted deodarant
Efforts by:- Prateek Mishra
Roshni Raj
Mansi Panjani
Anuranjan Kumar
Shruthi Sashi Kumar
Monojit Malik

IS THIS
HOW
PEOPLE
REACT
WHEN
YOU ARE
AROUND

DO NOT
WORRY.
WE HAVE THE
BEST SOLUTION
FOR YOUR
PROBLEM

ASSORTED
-Arousing freshnes
your work life

Overview

Assorted is a deodorant product under a

hypothetical

start-up Redolence Pvt. Ltd.

Partnership basis- 5 Partners

Initial investment is 25 crores

S.W.O.T ANALYSIS

STRENGTH:
WEAKNESS:
2 focused ranges for men
Only an urban market
and women
phenomenon
Incredible humidity
Deodorants market is highly
absorption capacity
competitive and hence
limited scope to increase
High differentiation factor
due to factors like humidity
market share
absorption, dual fragrances
in single pack.
Good distribution,
promotions, and campaigns
for luring customers

OPPORTUNITY:
THREATS:
Expand in more varieties to Deodorants sales are
make presence felt
seasonal.
Eventually tie up with hotel Competition from Premium
chains and large
segment deodorants like
organizations.
axe, Garnier, set wet etc.

S.T.P.
analysis

SEGMENTATI
ON
TARGETING

POSITIONING

Segmentation
geographic
india
n
Urban
people

demographi
c
Middle
aged
Male/female
Middle to
high
income
group
Working
professionals

PSYCHOGRAPHIC
Attitude
and
belief

People who prefer to

use deodorants and
those who do not

Target customer

Positioning Statement

We offer 48 hours antiperspirant

deodorants
for catering to the needs of working
professionals, aged between 20 to 50
years.

Competitive brands market

share

V/S

Major competitor
We will defeat
Unilever

you

MARKETING MIX
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.

PRICE
The 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.

MANUFACTUR
ER

WHOLESALER

RETAILER

CUSTOMER

CHANNELS OF DISTRIBUTION
.

We will be distributing our product via supermarkets in

the country like Big Bazaar, Spencers, 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

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).

ASSORTED
DEODRANTS

AROUSING
FRESHNESS IN
YOUR WORK LIFE

BUDGET PLAN (in Rs.)

Research Costs Total
Communications Costs Total

378002.00
641250.00

Networking Costs Total

6350.00
Promotions Costs Total

557500.00

Advertising Costs Total

369100.00

Public Relations Costs Total

Meal Costs Subtotal
List Service Costs Subtotal
Audio/Visual Services Subtotal
Additional Costs Subtotal

160000.00
37950.00
77700.00
17870.40
21695.00

BREAK EVEN
ANALYSIS
UNIT COST PRICE = Rs. 180

Selling price

Rs. 180.00

Less :Variable cost @ 60%

Rs. 108.00

Contribution

Rs. 72.00

BEP (in Units) = Fixed Cost / Contribution per unit

BEP (in Units) = 13,88,889 units
BEP (in Rs.) = Fixed Cost * Selling Price
BEP (in Rs.) = Rs.25,00,00,000

MARK UP PRICE
Market Suggested
Price
Retailers

Retailer
Rs.180.00

Mark

Up

Price

(25%)
Wholesaler Price
Manufacturers Mark Up Price (10%)
Manufacturers

Rs.45.00
Rs.135.00
Rs.14.00

Cost

Rs121.00

Total Investment = Rs.25, 00, 00,000

Total Production in One Year = 10,
00,000 Units
Fixed Cost = 40% of Investment =

CONTIGENCY PLAN

In case the product fails in the market ,

then we would come up with new
product that will target youths. We will
reposition our product and some
alteration will be made in its

Diversifyi
ng
Worldwid
e
Targeting
Other
Segment

Single
Segme
nt

Worlds
Market
Leader

Thank you!