quench it ppt
TRANSCRIPT
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Topic : Launching Of A New Product
Subject : Marketing Management
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GROUP MEMBERS:
Sneha Gogri 17Raj Padharia 33
Riddhi Parekh 35
Jigar Saiya 38Hardik Savla 42
Purvi Shah 51
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Quintessence Pvt. Ltd.
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Mission & Goals
To establish in- house programs to fight
tobacco use at the local, regional and nationnal
level.
To prevent youth smoking through Quench- It.
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Product Portfolio
Choc Chum Droobles
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Product Portfolio
Quinces Quadra-flavoured Juicy Mint
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Manufacturing Division
Manufacturing plant located at Mumbai.
State of the art infrastructure supporting
the mission of the company.
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Qua ity Contro
Laboratory inspection and approval.
Rigid and vigilant Quality Control
standards of the final product.
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Competitors & Nicotine
Gastrointestinal - Decreased appetite
Neurological Medullary depression, neurological
blockade Cardiac - Tachycardia, hypertension
Pulmonary - Increased respiratory rate
Systemic - Tolerance, dependence
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Market Research
We conducted a survey, personal interviews and
asked people about the specific product.
We asked them whether they would like to use
a simple product such as chewing gum for quitting
smoking.
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64%
36%
Smoking Population Of India
Smokers
Non-Smokers
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Gender Wise Smokers
Female
Male
26%
74%
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Types Of Smokers
Regular Smokers
Chain Smokers
62%
38%
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78%
22%
Population Regretting Smoking
Regret
Do Not Regret
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Market Segmentation
Dividing market into smaller groups of buyers distinct
needs, characteristics or behaviour who might require separateproducts or marketing mixes.
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Types of Market Segmentation
Geographical segmentation
Demographic segmentation
Psychographic segmentation
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TARGETING
It is the set of buyers sharing commonneeds or characteristics that the companydecides to serve.
Target marketing.
Undifferentiated marketing.
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Positioning
Positioning is the act of designing, thecompanys so that it occupies a distinct and
valued place in the target customers
minds.
Steps included in product positioning:1. Product differences
2. Image of the company
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Product
Anything that can be offered to a market
for attention, acquisition, use, or
consumption that might satisfy a need or
a want.
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Core Product
Chewing gum base
Sugar
Corn syrup
Softeners and flavourings
Glucose syrup
Sucrose
Glycerol
Eucalyptus extracts
Neem extracts
Mint
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Actual Product
Brand
Registration and Patent
Packaging
Quality
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Augmented Product
Guarantee
Discounts
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Price
The amount of money charged for a product o
service, or the sum of the values that consumer
exchange for the benefits of having or using th
product or service.
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Cost-Based PricingParticulars Amount (paise)
Direct materials 28
Direct labour 20
Direct expenses 8
Prime Cost 56
Work overheads 13
Work Cost 69
Administration overheads 16
Cost ofProd ctio 85
Selling / Distribution overheads 15
Cost of sales 1.00
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Price ListType Quantity Price
Single Piece 1 Rs. 3.00
Blister Pack 4 Rs. 10.00
Carry-along Box 15 Rs. 40.00
Small Cartan 25 Blister-packs Rs. 235.00
Large Cartan 50 Blister-packs Rs.450.00
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Place
Place includes company activities that make theproduct available to target consumers.
It Includes:
Channels Coverage
Assortments
Location Inventory
Transportation
Logistics
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Quintessence
W lesalers
Retailers
Final
C nsumers
AChannel of
distribution is astructure of intra-
companyorganisational
unit and intracompany
agents,dealers,wholesalers and
retailers throughwhich a
commodity,product or service
is marketed.
Distribution &
Channels
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Logistics
Logistics is the transporting, storing and handling ofgoods to match target customers needs with a firms
marketing mix both within individual firms along a
channel of distribution.
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Promotion
Promotion is communicating information between
seller and potential buyer or others in the channel to
influence attitudes and behaviour.
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Mediums Of Promotion
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Print Media
Newspapers Magazines
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Hoardings & Signboards
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Electronic Media
Television is the most attractive form of electronic
media.
Announcements in various local languages on
radio.
Internet advertisements and flashings on the sitesshall cover the youth of India.
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Anti-Smoking Campaigns
These campaigns shall be conducted few weeks
before the launch of Quench-It showing the ill-
effects of smoking and the consequences that one has
to face after smoking regularly for years.
The regular advertising and promotion of Quench-
It will definitely boost the sales.
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Tie-Ups
Tying up with NGOs and other organisations that
oppose smoking shall be another effective facet of thepromotions. These NGOs will prove to be useful
since they regularly conduct anti-smoking programs
and they will promote our product during their
programs.
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Brand Ambassador Mr. Shahrukh Khan as the brand ambassador
for the promotion and advertising of Quench-
It.
His star status and fan following is huge and
hence many people do what he does.
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Sales Promotion
Free samples shall be distributed and be
provided to the smokers .
Quench-It shall also be provided for free to
those who buy cigarettes at the pan beedi shops of
Mumbai.
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Push Strategy
It means a promotional strategy that calls forusing the sales force and trade promotion to push
the product through channels.
ProducersRetailersand
holesalersConsumers
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Stages
1. Product Development Promotions Research & Development
2. Introduction
3. Growth
4. Maturity
Thestag
es t
hroug
hwh
ich
all products t
hat su
rvive
the
ir
initial launch
will pass be
fore
be
ingwithdrawn from the market at theend of their commercial life.
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Product Development Life Cycle
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Advantages Of International Expansion
It will lead to international recognition.
Profit margin of our company will increase by charginghigh price in foreign countries.
There will be good support from the government as ourproduct is for social cause.
As there are no competitors in the market we will be
able to enjoy the monopoly internationally too.
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S.W.O.T. ys s
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