Kohinoor Soap Launch
Content
NEW PRODUCT LAUNCH:
KOHINOOR SOAP
Efforts by:-
IS THIS
HOW
PEOPLE
REACT
WHEN YOU
ARE
AROUND?
DO NOT WORRY….
WE HAVE THE BEST
SOLUTION FOR
YOUR PROBLEM
Kohinoor
-Arousing freshness in
your work life
Overview
•<
Kohinoor is a soap product under a
hypothetical
•<
•<
start-up – Redolence Pvt. Ltd.
Partnership basis- 5 Partners
Initial investment is 25 crores
STRENGTH:
WEAKNESS:
2 focused ranges for men and
Only an urban market
women
phenomenon
Incredible humidity absorption
Soaps market is highly competitive
capacity
and hence limited scope to
High differentiation factor due to
increase market share
factors like humidity absorption,
dual fragrances in single pack.
Good distribution, promotions,
and campaigns for luring
customers
OPPORTUNITY:
THREATS:
Expand in more varieties to make Competition from Premium
presence felt
segment deodorants like Lux,
Eventually tie up with hotel
Dove, Dettol etc.
chains and large organizations.
Customer retention difficult
S.T.P. ANALYSIS
SEGMENTATION
TARGETING
POSITIONING
SEGMENTATION
geographic
Bangladeshi
Urban
people
demographi
c
Middle
aged
Male/female
Middle to
high income
group
Working
professionals
PSYCHOGRAPHIC
Attitude
and
belief
People who prefer to
use soaps and those who
do not
TARGET CUSTOMER
POSITIONING STATEMENT
“We offer 48 hours antiperspirant soap
for catering to the needs of working professionals,
aged between 20 to 50 years.”
COMPETITIVE BRANDS MARKET
SHARE
V/S
MAJOR COMPETITOR
Unilever
We will defeat you
MARKETING MIX
PRODUCT
Our product would be offered
in 180 ml pack
It will be available in two
packs.
The design of the product
would be attractive.
The U.S.P. of our product
“assorted” would be that, it
will be offered as a
deodorant, with two
fragrances in one bottle.
PRICE
The Soap would be introduced in the market at a
price of Rs180.
A margin of 10% would be kept for the wholesalers
and a margin of 25% would be kept for the
retailers.
PLACE
Our product “Kohinoor” would be launched in the national market.
•
•
It will be available in every major city of Bangladesh. We will sell our product at retail outlets, supermarkets, apparel stores.
MANUFACTURER
WHOLESALER
RETAILER
CUSTOMER
CHANNELS OF DISTRIBUTION
.
We will be distributing our product via supermarkets in the
country like Big Bazaar, Spencer’s, Hyper city.
We would also use traditional channel i.e. unorganised
stores. Our distribution channel length would two level
distribution that 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 paper
would be White in color what represents the
purity of our soap
we
would be printing a health tips for keeping skin
healthy on each Pack that we will be produced.
We
will also be providing sample soaps for trial
purpose but that would be done only in selected
stores.
PROMOTION
Newspapers
Magazine
Social networking sites
Radio
Television
Internet ( Social Networking Sites)
Bill boards
Promotional Events
PROMOTION (CONT.)
our promotion strategy would include
promoting product by providing Soaps for trial
purpose (only in selected stores).
o or
n
i
h
o
K
AROUSING
FRESHNESS IN
YOUR WORK LIFE
BUDGET PLAN (in Rs.)
Research Costs Total
Communications Costs Total
Networking Costs Total
378002.00
641250.00
6350.00
Promotions Costs Total
557500.00
Advertising Costs Total
369100.00
Public Relations Costs Total
Meal Costs Subtotal
List Service Costs Subtotal
Audio/Visual Services Subtotal
Additional Costs Subtotal
ESTIMATED MARKETING GRAND
160000.00
37950.00
77700.00
17870.40
21695.00
2267417.40
BREAK EVEN
ANALYSIS
UNIT COST PRICE = Rs. 180
Selling price
Rs. 180.00
Less :Variable cost @ 60%
Rs. 108.00
Contribution
Rs. 72.00
BEP (in Units) = Fixed Cost / Contribution per unit
BEP (in Units) = 13,88,889 units
BEP (in Rs.) = Fixed Cost * Selling Price
BEP (in Rs.) = Rs.25,00,00,000
MARK UP PRICE
Market Suggested Retailer Price
Rs.180.00
Retailers Mark Up Price (25%)
Rs.45.00
Wholesaler Price
Rs.135.00
Manufacturers Mark Up Price (10%)
Rs.14.00
Manufacturers Cost
Rs121.00
Total Investment = Rs.25, 00, 00,000
Total Production in One Year = 10, 00,000 Units
Fixed Cost = 40% of Investment = Rs.10, 00, 00,000
CONTIGENCY PLAN
In case our soap 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.
Diversifying
Worldwide
Targeting
Other
Segment
Single
Segment
World’s
Market
Leader
THANK
YOU!
KOHINOOR SOAP
Efforts by:-
IS THIS
HOW
PEOPLE
REACT
WHEN YOU
ARE
AROUND?
DO NOT WORRY….
WE HAVE THE BEST
SOLUTION FOR
YOUR PROBLEM
Kohinoor
-Arousing freshness in
your work life
Overview
•<
Kohinoor is a soap product under a
hypothetical
•<
•<
start-up – Redolence Pvt. Ltd.
Partnership basis- 5 Partners
Initial investment is 25 crores
STRENGTH:
WEAKNESS:
2 focused ranges for men and
Only an urban market
women
phenomenon
Incredible humidity absorption
Soaps market is highly competitive
capacity
and hence limited scope to
High differentiation factor due to
increase market share
factors like humidity absorption,
dual fragrances in single pack.
Good distribution, promotions,
and campaigns for luring
customers
OPPORTUNITY:
THREATS:
Expand in more varieties to make Competition from Premium
presence felt
segment deodorants like Lux,
Eventually tie up with hotel
Dove, Dettol etc.
chains and large organizations.
Customer retention difficult
S.T.P. ANALYSIS
SEGMENTATION
TARGETING
POSITIONING
SEGMENTATION
geographic
Bangladeshi
Urban
people
demographi
c
Middle
aged
Male/female
Middle to
high income
group
Working
professionals
PSYCHOGRAPHIC
Attitude
and
belief
People who prefer to
use soaps and those who
do not
TARGET CUSTOMER
POSITIONING STATEMENT
“We offer 48 hours antiperspirant soap
for catering to the needs of working professionals,
aged between 20 to 50 years.”
COMPETITIVE BRANDS MARKET
SHARE
V/S
MAJOR COMPETITOR
Unilever
We will defeat you
MARKETING MIX
PRODUCT
Our product would be offered
in 180 ml pack
It will be available in two
packs.
The design of the product
would be attractive.
The U.S.P. of our product
“assorted” would be that, it
will be offered as a
deodorant, with two
fragrances in one bottle.
PRICE
The Soap would be introduced in the market at a
price of Rs180.
A margin of 10% would be kept for the wholesalers
and a margin of 25% would be kept for the
retailers.
PLACE
Our product “Kohinoor” would be launched in the national market.
•
•
It will be available in every major city of Bangladesh. We will sell our product at retail outlets, supermarkets, apparel stores.
MANUFACTURER
WHOLESALER
RETAILER
CUSTOMER
CHANNELS OF DISTRIBUTION
.
We will be distributing our product via supermarkets in the
country like Big Bazaar, Spencer’s, Hyper city.
We would also use traditional channel i.e. unorganised
stores. Our distribution channel length would two level
distribution that 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 paper
would be White in color what represents the
purity of our soap
we
would be printing a health tips for keeping skin
healthy on each Pack that we will be produced.
We
will also be providing sample soaps for trial
purpose but that would be done only in selected
stores.
PROMOTION
Newspapers
Magazine
Social networking sites
Radio
Television
Internet ( Social Networking Sites)
Bill boards
Promotional Events
PROMOTION (CONT.)
our promotion strategy would include
promoting product by providing Soaps for trial
purpose (only in selected stores).
o or
n
i
h
o
K
AROUSING
FRESHNESS IN
YOUR WORK LIFE
BUDGET PLAN (in Rs.)
Research Costs Total
Communications Costs Total
Networking Costs Total
378002.00
641250.00
6350.00
Promotions Costs Total
557500.00
Advertising Costs Total
369100.00
Public Relations Costs Total
Meal Costs Subtotal
List Service Costs Subtotal
Audio/Visual Services Subtotal
Additional Costs Subtotal
ESTIMATED MARKETING GRAND
160000.00
37950.00
77700.00
17870.40
21695.00
2267417.40
BREAK EVEN
ANALYSIS
UNIT COST PRICE = Rs. 180
Selling price
Rs. 180.00
Less :Variable cost @ 60%
Rs. 108.00
Contribution
Rs. 72.00
BEP (in Units) = Fixed Cost / Contribution per unit
BEP (in Units) = 13,88,889 units
BEP (in Rs.) = Fixed Cost * Selling Price
BEP (in Rs.) = Rs.25,00,00,000
MARK UP PRICE
Market Suggested Retailer Price
Rs.180.00
Retailers Mark Up Price (25%)
Rs.45.00
Wholesaler Price
Rs.135.00
Manufacturers Mark Up Price (10%)
Rs.14.00
Manufacturers Cost
Rs121.00
Total Investment = Rs.25, 00, 00,000
Total Production in One Year = 10, 00,000 Units
Fixed Cost = 40% of Investment = Rs.10, 00, 00,000
CONTIGENCY PLAN
In case our soap 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.
Diversifying
Worldwide
Targeting
Other
Segment
Single
Segment
World’s
Market
Leader
THANK
YOU!
