NEW PRODUCT LAUNCH:

KOHINOOR SOAP

Efforts by:-

IS THIS
HOW
PEOPLE
REACT
WHEN YOU
ARE
AROUND?

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

Kohinoor
-Arousing freshness in
your work life

Overview

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Kohinoor is a soap product under a

hypothetical
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start-up Redolence Pvt. Ltd.

Partnership basis- 5 Partners

Initial investment is 25 crores

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

OPPORTUNITY:
THREATS:
Expand in more varieties to make Competition from Premium
presence felt
segment deodorants like Lux,
Eventually tie up with hotel
Dove, Dettol etc.
chains and large organizations.
Customer retention difficult

S.T.P. ANALYSIS
SEGMENTATION
TARGETING
POSITIONING

SEGMENTATION
geographic
Bangladeshi

Urban
people

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

PSYCHOGRAPHIC
Attitude
and
belief

People who prefer to

use soaps and those who
do not

TARGET CUSTOMER

POSITIONING STATEMENT

We offer 48 hours antiperspirant soap

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

COMPETITIVE BRANDS MARKET

SHARE

V/S

MAJOR COMPETITOR
Unilever

We will defeat 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 Soap 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 Kohinoor would be launched in the national market.

It will be available in every major city of Bangladesh. We will sell our product at retail outlets, supermarkets, apparel stores.

MANUFACTURER

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 members

PACKAGING
Our

packaging would be attractive and the paper

would be White in color what represents the

purity of our soap
we

would be printing a health tips for keeping skin

healthy on each Pack that we will be produced.

We

will also be providing sample soaps for trial

purpose but that would be done only in selected

stores.

PROMOTION
Newspapers
Magazine
Social networking sites
Radio
Television
Internet ( Social Networking Sites)
Bill boards
Promotional Events

PROMOTION (CONT.)

our promotion strategy would include

promoting product by providing Soaps for trial
purpose (only in selected stores).

o or
n
i
h
o
K

AROUSING
FRESHNESS IN
YOUR WORK LIFE

BUDGET PLAN (in Rs.)

Research Costs Total

Communications Costs Total

Networking Costs Total

378002.00

641250.00
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

ESTIMATED MARKETING GRAND

160000.00
37950.00
77700.00
17870.40

21695.00
2267417.40

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 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

CONTIGENCY PLAN

In case our soap 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 composition. we
will use the fixed facilities that we already have.

Diversifying
Worldwide

Targeting
Other
Segment

Single
Segment

Worlds
Market
Leader

THANK
YOU!