narasingh patro mungle
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STP & Marketing Mix Strategy for MUNGLE
Presented By:
Narasingh PatroMob: 09311666090
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Segmentation
SEC-A,B Age: 7-13 year olds Kids Activities and life style: Fun loving
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Targeting
The target customer is 4-8 year olds school students who are fun loving and having pester power to influence their parents.
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Positioning
People Image
Performance
Mungle
•Fun
•Good quality
•Value for money
• Indian concept
Teenage
High-Middle class
Smart and agile
Clever
Fun loving
Cute
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POP vs. POD
Points of Parity Points of Difference
•Indian Concept
•Good Quality
•Fine Material
•Flashy and attractive
•Animated
•Exclusive Indian animated comic cum CD
•Competitive price (reasonable for Indian consumer)
•Innovation promotion strategy
•Distribution
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Marketing Mix
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PRODUCT Product Variety: CD, Story book, and coloring book, puzzle Quality: Good paper and material Board Book: 30 Pages Language: English and other regional language Features: standardized penciling, inking, storytelling and coloring. Brand Name: Mungle Packaging: Attractive glossy packaging Sizes: 6.5 x 5.1 x 0.7 inches (Assumption) Services: Home delivery by order
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Price
List Price: Rs 400(Book, CD and puzzle book)
Discounts: 10% Payment Period: Over the Counter Credit Terms: No credit to the end
consumer
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Promotion
Sales Promotion Advertising Sales Force Public Relations Direct Marketing
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Sales Promotion
If the consumer buys CD and book at a time give him/her a T- shirt with a fictitious character of Billo depicted on the shirt.
(offer valid for first two month of the launch)
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Advertising
TVC: Pogo & Cartoon Network Product placement in movies Print Media : Advertisement in Times
of India kids news paper (SEC-A) Bill Board & Hoarding: Schools, Kids
zone, Children’s Park Flyers and posters that retailers can
hand out to potential readers
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Public Relations
PENCIL strategy P: Publication/Publicity E: Events N: News C.I: Community Involvement L : Lobbying
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Publication
Printing of Name plates, stickers & labels
Billo wall paper, Mobile Screen Saver Billo Tattoo Billo toys
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Events
Drawing Dance Magic show Games (outdoor) Children’s days event
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News
Select some children who can influence others about the product.
Keep some free sample of books in children activity rooms
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Community Involvement
In order to win the heart of the child, the company has to influence the parents because parents have the right and authority to buy the product. The company has conduct certain activity to win the heart of the parents.
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Lobbying
Creating a buzz in the minds of the children.
Impulse buying Direct Selling
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Place & Distribution
The distribution of Mungle can be done through the conventional way to reach the target customer.
Publisher-distributor-retailer-consumer
Feedback/information flow
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Innovative Strategy
Tie up with News paper and Magazine agency for distribution of the comics
Monthly and yearly subscription offer Institutional Network: Sending direct
marketing executives for selling of the product in the institution
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Thank you