A Study Report On

Concept to Commercialization on “Theme Agarbatti”

2012-13 PGP-GBM

Submitted byManish Kumar Lodha Yogesh Kakra PGP-GBM IIIrd Sem.

Submitted toMr. Abhinav Singh Professor Strategic Product & Brand Management

XCELLON INSTITUTE SCHOOL OF BUSINESS 22/23, Shrimali Society, Opp. Navrangpura Police Station, Navrangpura, Ahmedabad-380009

& Magazine add.V.Product Profile Product Name: Date of Launch: Product Manager: Theme Agarbatti ( Incense stick) April 01. Personal office / shop. Yellow the theme of sawan stick. Red rose garden theme stick. Orange saffron blended theme stick Product line: Product life cycle stage : Manufacturing site location: Growth Stage Udaipur  Product Positioning:   Through punch line “Think emotionally & feel wonderfully” Through communicate points of differentiation Through media (T. Hotels. Green forest theme stick. Households. Premium segment customer .) Target market or segment:       Corporate office. Restaurants. add. 13 Manish Kumar Lodha Blue ocean theme stick. Purple the theme of rain stick.

Key Product features     Color smoke spread in the air Make atmosphere of particular location is colorful Theme base smoke generate emotions Create peaceful place        Key product benefit Consternation of mind Excitement or enjoyment Changing emotions and feelings Create mood to do things Unique selling point Theme basis smoke Creating peaceful place Generating emotions and excitement Pricing strategy: Cost per unit: Average selling price per unit: Target margin: On value basis 30/50/20 /- Key competitors Average selling price sticks Marketing strategy Mangal deep agarbatti Cycle agarbatti Feelings agarbatti Nandi agarbatti 8 12 5 14 24 35 18 33 5 in 1 3 in 1 Through fragrance .

Town hall Udaipur 313001 Mob. 9414156432 Publicity Strategy: Publicity manager: Contact Information: Through painting on walls and shutter of shops Yogesh Kakra +91-9558543634 Up sell/ Cross sell opportunities: In festival seasons Special offer : In festival seasons like lucky draw coupon etc. 1st floor Near bank of Rajasthan. . No.Market demand for product Distribution channel Retailers Dealers/ Malls Total Projected annual revenue 720000 288000 1008000 Marketing Objective: Innovation and high performance product make company capable to deliver exceptional value to customers. and Magazines STAR advertising agency Taldar Blog. Promotional Strategy: Media Plan: Ad Agency name: Contact Information: T.V.

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