new product development - big babool
DESCRIPTION
new product development - marketing mix, swot analysis, product life cycle, tows model, STP.TRANSCRIPT
By – Sayali Mahadik 62
Contents
1. Introduction 2. Competitors3. Swot analysis4. Product life cycle5. Tows 6. STP7. Marketing mix
Introduction Parent Company
Perfetti van Melle
Category Food Products
Sector Food and Beverages
Tagline/ Slogan Caring for excellence
USP A trusted brand name in the confectionary and
gum industry with a number of popular subsidiary brands
Big Babol
CompetitorsFUSION GUM
BOOMER
BUBBALOO
ORBIT
SWOT AnalysisStrengths Weakness
•Major bubble gum brands •Available in over 120 countries•Attractive Packaging •High Quality product •Relatively low price•Different flavours
•Limited segment : targets only kids•Limited rural Market penetration
Opportunities Threats
•Innovation within the brand•Sugar free products•Tie-ups with hotels, restaurants etc
•Competition : international , domestic and local brands •Bubble Gums are considered childish•People moving on to more mint gums
Product Life Cycle
TOWS Matrix
STRENGTHS WEAKNESS
OPPORTUNITIES
S O StrategyMaxi-Maxi
W O StrategyMini-Maxi
THREATSS T Strategy
Maxi-MiniW T Strategy
Mini-Mini
Internal factors
External factors
PT
S
SegmentationPeople looking to have gum
1.DEMOGRAPHIC
Age• Children • Youth
Income • Affordable for all
income groups
2.GEOGRAPHIC
Metro cities• Mumbai• Delhi• Kolkata• Bangalore• Chennai• Pune
4years - 25 years
Targeting
Target group• Children and youth of all income group in
metro cities
Positioning • Fun filled chewing gum for fun loving
people• A chewing gum which “Bade Kaam Ki
Cheez”
Marketing Mix
Product
Price
Place
Promotion
Product
‘Big Babol Gumballs’
Product Name : ‘Big Babol Gumballs’
Parent company : Perfetti Van Melle
Sector : Food
Category : Chewing gums
Tagline : “Bade Kaam Ki Cheez Ab Share Karo”
Variants:
USP : 1.Available in small and big packs/single gum
2.Gumballs easy to share
3.Different flavours in single pack
PRICE
Premium
High Value
Super Value
Over Chargin
g
Medium Value
Good Value
Rip - OffFalse
Economy
Economy
HIGH MEDIUM LOW
HIG
HM
ED
IUM
LOW
Price
Qualit
y
9 P
rice
– Q
ualit
y
Str
ate
gie
s
1. Single gum : 1 rupee
2. Medium pack : 5 rupees
3. Large pack : 10 rupees
1 2 3
PLACE
• Metro cities : Mumbai , Delhi , Kolkata , Bangalore , Chennai , Pune .
• Malls : Food courts .
• Tie-ups with hotels / restaurants : Mc Donalds , Pizza Hut , Dominos etc .
• Schools / Colleges : canteens
• Retailers
In the form of gumballs dispenser
In all sizes and packs • Retailers • Food bazars / Food malls : Big Bazar , Dmart , Hypercity , Star Bazar Etc .
PROMOTION
TVHoardingsInternetRadio
News papers Magazines
Animated Cartoon-Brand ambassador
OffersValue Packs
Advertising Sales Promotion
“Bade Kaam Ki Cheez Ab Share
Karo”
“Bade Kaam Ki Cheez Kabhi Bhi Kahi Bhi”
Available At A Store Near You !!!!
Win
Scooby
Gifts
Free Scooby
Tattoos
With Every Pack
A Chance
To Meet
Scooby
And
Friends
Thank you !!!