STP & Marketing Mix Strategy for MUNGLE

Presented By:

Narasingh PatroMob: 09311666090

Segmentation

SEC-A,B Age: 7-13 year olds Kids Activities and life style: Fun loving

Targeting

The target customer is 4-8 year olds school students who are fun loving and having pester power to influence their parents.

Positioning

People Image

Performance

Mungle

•Fun

•Good quality

•Value for money

• Indian concept

Teenage

High-Middle class

Smart and agile

Clever

Fun loving

Cute

POP vs. POD

Points of Parity Points of Difference

•Indian Concept

•Good Quality

•Fine Material

•Flashy and attractive

•Animated

•Exclusive Indian animated comic cum CD

•Competitive price (reasonable for Indian consumer)

•Innovation promotion strategy

•Distribution

Marketing Mix

PRODUCT Product Variety: CD, Story book, and coloring book, puzzle Quality: Good paper and material Board Book: 30 Pages Language: English and other regional language Features: standardized penciling, inking, storytelling and coloring. Brand Name: Mungle Packaging: Attractive glossy packaging Sizes: 6.5 x 5.1 x 0.7 inches (Assumption) Services: Home delivery by order

Price

List Price: Rs 400(Book, CD and puzzle book)

Discounts: 10% Payment Period: Over the Counter Credit Terms: No credit to the end

consumer

Promotion

Sales Promotion Advertising Sales Force Public Relations Direct Marketing

Sales Promotion

If the consumer buys CD and book at a time give him/her a T- shirt with a fictitious character of Billo depicted on the shirt.

(offer valid for first two month of the launch)

Advertising

TVC: Pogo & Cartoon Network Product placement in movies Print Media : Advertisement in Times

of India kids news paper (SEC-A) Bill Board & Hoarding: Schools, Kids

zone, Children’s Park Flyers and posters that retailers can

hand out to potential readers

Public Relations

PENCIL strategy P: Publication/Publicity E: Events N: News C.I: Community Involvement L : Lobbying

Publication

Printing of Name plates, stickers & labels

Billo wall paper, Mobile Screen Saver Billo Tattoo Billo toys

Events

Drawing Dance Magic show Games (outdoor) Children’s days event

News

Select some children who can influence others about the product.

Keep some free sample of books in children activity rooms

Community Involvement

In order to win the heart of the child, the company has to influence the parents because parents have the right and authority to buy the product. The company has conduct certain activity to win the heart of the parents.

Lobbying

Creating a buzz in the minds of the children.

Impulse buying Direct Selling

Place & Distribution

The distribution of Mungle can be done through the conventional way to reach the target customer.

Publisher-distributor-retailer-consumer

Feedback/information flow

Innovative Strategy

Tie up with News paper and Magazine agency for distribution of the comics

Monthly and yearly subscription offer Institutional Network: Sending direct

marketing executives for selling of the product in the institution

Thank you