toothpaste launch
TRANSCRIPT
8/6/2019 Toothpaste Launch
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Toothpaste Launch Strategy In
Rural Markets
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%wise market share of major players
We can clearly make out that Colgate is the market leader in
rural areas as well. So it is the biggest competitor for our product.
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Product Features
� Kills Germs & other Bacteria's.
� Mouth Freshener.
� Complete Oral Care.
� Protects Teeth & Gums, increasing their life.
� Reduces risk of MOUTH CANCER.
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Current Gujarat scenario
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Profile of Gujarat
� Population� Climate
� Language
� Culture/Religion
� Occupation
� Media habits
� Income
� Literacy rate
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Our correspondent from Gujarat reporting
from Kutchh will throw some light on STP.
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Targeting
� Our ideal segment would be one with :-
Village Size 1500 to 5000 people.
Density Rural & Semi Rural.
Family
Size
Product
Size.
Income Rs 2000 & above.
REC
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Lifestyle Rigid & Changing Attitude.
Personality Authoritarian.
Benefit Oral Care.
Attitude Towards Product Positive.
User Status Non, First time & Potential
user
REC
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Datun is UniqueREC
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Positioning
� A must with Datun.
� Increases the effect of Datun.
� Datun is Good but not the Best,
this is what makes it the BEST.
REC
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Product Strategy� Easy to understand & simple to use.
� Product Education will be provided.
� Core Benefit will be delivered.
� Literature on packs in Gujarati.
� Logo & clearly visible on pack.
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Packaging
� Packing Advertises the
product.
� Low cost but effective
packs.
� Sizes of packs 50g
(trial pack), 75g, 190g
& 500g (Family pack).
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Price
� Organizational Pricing Objectives
Revenue Maximization.
Penetration of the market.
Minimum return on sale.
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Pricing Strategy
� Low Cost Packaging.
� Value Pricing .
� Power Pricing.
� Penetration Pricing
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Price for product
� Rs 5 for 50g.
� Rs 7 for 75g.
� Rs 15 for 190g.
� Rs 25 for 1/2kg.
Pricing in easy denominations and affordable to all consumers.
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Place
�P
roductionP
lant at Limbdi.
� Warehouse near the production center.
� Satellite Distribution system.
� Village Shops.
� Star Sellers, SHG or women to be appointed / contacted
for interior villages.
� Long Term contract with a Transporter.
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Distr ibution Process
Factory at Limbdi Warehouse near Manuf Distr ict Stockist
Further Distr ibution by Retailer,
SHG/women, Star Sellers
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Sales force
� Awareness
� Product demonstration.
� Opinion leaders
� Sales force team divided into
NEWS Gujarat.
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OUR STRATEGIES
� Local sales force.
� Training & Development.
� Structuring NEWS for
control & feedback.
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Developmental Marketing
Awareness
Tr ial
Product
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Personal
Selling
Personal
Selling
Sales PromotionPublic RelationsAdvertisingPersonal Selling
PROMOTION
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Disclaimer
Pictures that will be shown are
DISTURBING.
Watch AT YOUR OWN RISK.
Mouth Cancer
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Public Relations
� Oral care camps.
� Sponsoring local
events.
� NGO support for
Mouth Cancer.
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Bibliography
WEBSITES:
� www.google.com� www.wikipedia.com
� www.gujaratgov.org
� www.marketresearch.com
BOOK:
-Rural and Agricultural Marketing by Ramkishen