marketing strategy of a deodorant

MARKETING STRATEGY OF A DEODORANT

ASSIGNMENT WORK IN FUNDAMENTALS OF MANAGEMENT

PRESENTED BY: MADHUR

1712159

CSE A (2012-2016)

OCTOBER 5, 2014

[Date] Marketing Strategy of a Deodorant 1

MARKETING STRATEGY OF A DEODORANT

DEVELOP A PLAN

OVERVIEW

• Engage is a deodorant product under a hypothetical start-up – M.G Personal Cares Pvt. Ltd.

• Partnership basis- 5 Partners

• Initial investment is 25 crores

MISSION AND GOALS

• 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 “Engage” would be that, it will be offered as a deodorant, with two fragrances in one bottle.

STRENGTH

• 2 focused ranges for men and women

• Incredible humidity absorption capacity

• High differentiation factor due to factors like humidity absorption, dual fragrances in single pack.

• Good distribution, promotions, and campaigns for luring customers

WEAKNESS

Only an urban market phenomenon

Deodorants market is highly competitive and hence limited scope to increase market share

OPPORTUNITY

Expand in more varieties to make presence felt

Eventually tie up with hotel chains and large organizations.


THREAT

Deodorants sales are seasonal.

Competition from Premium segment deodorants like axe, Garnier, set wet etc.

Customer retention difficult

SEGMENTATION

• GEOGRAPHIC • Indians • Urban People

• DEMOGRAPHIC • Middle Aged • Male/ Females • Middle Age Working Group • Job Professionals

• PHYSYCOGRAPHIC • People who prefer to use deodorants and those who do not

• Attitude and belief

POSITIONING STATEMENT

We offer 48 hours antiperspirant deodorants for catering to the needs of working professionals, aged between 20 to 50 years

Competitors review


COMPETITIVE SHARE IN MARKET

MAJOR COMPETITOR

Uniliver We Will Defeat Uniliver


PRICING

• A margin of 10% would be kept for the wholesalers and a margin of 25% would be kept for the retailers.

• The deodorant would be introduced in the market at a price of Rs180.

PLACE

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

Our product “Engage ” would be launched in the national market.


CHANNELS OF DISTRIBUTION

• 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.

PROMOTIONS

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

Our promotion strategy would include promoting product by providing deodorant in small bottles for trial purpose (only in selected stores).

MANUFACTURER

WHOLESALER RETAILER CUSTOMER


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

IN CASE PRODUCT FAILS

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 composition. We will use the fixed facilities that we already have.

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


STRATEGY

THANK YOU