Ch Firoz Kumar PatroIndian Business Academy

Source for generating an idea

It has been found that children try to follow their parents and especially “Papa”, their biggest inspiration.

Specially Sec A category parents (our target segment), they not only try to make their kids studious but also try to force them to be innovative.

Parents always try to see their kids as a leader of his/her circle.

Kids are ready to spend time with their friends to socialize .

For these types “Mungle” has brought a superb solution !!!

This is the usual scenario on a Sunday Morning

Sunday: It is a holiday for the parents and the kids too. In the morning Papa wants to read weekly magazines.

Specially these things happen only on Sundays when kids are forced to study. Here the parents have an expectation, to make their kids studious and innovative too.Here is the Solution…

360 Marketing Plan • Need to be published by a renowned publisher.

• It must be circulated in a “kids show”• Brand ambassador (mungle)• Free samples distribution.• Press release. (TV, print and internet)• Gifts and prizes.

• It ought to be a weekly comic book. (can maintain PR or regularity)

• In “Mungle” comic we would attach various CDs which contain various games and puzzles. the product width would increased.

• Papa gets “SUDOKU” and I get puzzle. (Introducing puzzle)

• Kid must be waiting for this weekly comic book. (Suspense should be maintained for the upcoming issues)

Contd..

Brand positioning. • Jingle

( mungle mania: in music )• The character would be positioned as a “HERO” and is

very much friendly.• HERO: Could influence to be a leader.• Friendliness: Cool and calm

• Positioning by a cartoon character.( Mungle)

• Before publishing positioning of the character:• Free tattoo and Sticker with various daily life

products.( Horlicks, Complain, Biscuits, chocolates etc used by these sec A category customers)

• Tie up with various cartoon channels.

Distribution channels. • As it is a weekly comic magazine need to follow the

same distribution strategy • Allow to place orders online and it would be

dispatched through courier• To cover all India

• Appointment of distributor in each state.• Responsibilities of the distributor :

• Printing • Local advertising• Timely delivery • Focus on the organized retailers.• Available in the magazine shops.• Kiosk must be placed.

( Malls, Theme parks, stalls near by schools)

Contd.

Publisher

Distributor

Retailer

Consumer Consumer

Schools

Consumer Consumer

Publisher Publisher Publisher

Distributor

1 2 3 4

Strengths

• Distribution Network• New concept• The character mungal

itself• The brand awareness

Weakness

• A new product and a new distribution channel.

Opportunities• Maintain regularity with

the customers.• The retails would grow.• Consumers becoming

conscious in terms of aesthetics and lifestyle.

Threats• Other comic competitors

are there.• More Chances of piracy.

DOs DONT

Do get a free publicity as you can.

Do create a slogan or catch-phrase or

theme for the comic and repeat it

constantly. Keep it simple, silly.

Do sent continues messages for the

upcoming one.

Do as much Buzz market and Viral

marketing.

Do seek other venues for your comic

besides comic book shops. As it is a

funny animal book, it might be a Disney

theme shop or a Wal-Mart or even a zoo.

Don’t spent a lot on paid

advertising.

Don’t do door to door approach

Don’t insert any lucky draw

coupons, for which the gift will be any

“Mungle” product.

Positive revenue.

• Number of comic sold.• Collection of advertisement from various other brands,

target the same segment.• Ad on website .• Printing in various location may reduced the cost.

( Based on the quantity)