aroma deodorant
TRANSCRIPT
SIP PRESENTATION ON NEW PRODUCTDEVELOPMENT
By sowmya
15p71e00
64
DEFINATION
WHY NEW PRODUCTS
NEW PRODUCT CATEGORIES
STAGES IN NEW PRODUCT DEVELOPMENT
Idea generation Idea screening Concept testing and development Product development Test marketing Marketing strategy development Business analysis Test marketing methods Commercialization
NEW PRODUCT DEVELOPMENT PROCESS
REASONS FOR NEW PRODUCT FAILURES
POOR MARKETING RESEARCH TECHNICAL PROBLEMS INSUFFICIENT MARKET EFFORT BAD TIMING THE WRONG GROUP WAS TARGETING UNREALISTIC FORECAST INSUFFICIENT LEVEL OF AWARENESS
NEW PRODUCT LAUNCH
IS THIS HOW PEOPLE REACT WHEN YOU ARE AROUND ?
DO NOT WORRY WE HAVE THE
BEST SOLUTION FOR YOUR PROBLEM
AROUSING FRESHNESS
IN YOUR
WORKLIFE
STRENGTH Market Leadership Affordable Price Wide Range Of Fragrance Excellent Advertisement and branding
targeting the youth 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 LTD etc., Emerging local players with lesser price
S.T.P.ANALYSIS SEGMENTATION
GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC
1,INDIAN 1, MIDDLE AGED ATTITUDE AND2,URBAN PEOPLE 2, MALE OR FEMALE BELIEF 3,MIDDLE TO HIGH {PEOPLE WHO PREFER TO USE INCOME GROUP DEODORANTS AND THOSE 4,WORKING PROFESSIONALS WHO DO NOT}
POSITIONING STATEMENT
“we offer 48 hours antiperspirant deodorants for catering to the needs of working professionals, aged between 20to 50 years”
v/s
MAJOR COMPETITOR
PRODUCT Our product would be offered in 180 mi pack It will be available in two packs, AROMA deodorant roll on and AROMA deodorant spray bottle. The design of the product would be attractive
PRICE
The deodorant would be introduced in the market at a price of RS 180
A margin of 10% would be kept for the wholesalers and a margin of 25% would be kept for the retailers
PLACE
Our product “AROMA” would be launched in national market It will be available in all major cities of India We sell our products at retail outlets , supermarkets , apparel stores Price quality interference-consumers perceives high prices as an
indicator of more quality
PROMOTION News papers Magazine Social networking sites Radio Television Internet Brochures Bill boards Promotional eventsOur promotion strategy would include promoting product by providingDeodorant in small bottles for trial purpose(only in selected stores)
CONTINGENCY 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 composition.
We will use the fixed facilities that we already have.
CHANNELS OF DISTRIBUTION We will be distributing our product via supermarkets in the country
like Big Bazar, Spencer's, Hyper city. We would also use traditional channel i.e., unorganised stores Our distribution channel length would have level of distribution, they
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 will be produced. We will also providing sample products for trail purpose but that
would be done only in selected stores.