Efforts by:- Prateek Mishra

Roshni Raj
Mansi Panjani
Anuranjan Kumar
Shruthi Sashi Kumar
Monojit Malik
Overview

•Assorted is a deodorant product under a

hypothetical start-up – Redolence Pvt. Ltd.

• Partnership basis- 5 Partners

•Initial investment is 25 crores

STRENGTH:
2 focused ranges for men and women
Incredible humidity absorption
capacity
High differentiation factor due to
factors like humidity absorption, dual
fragrances in single pack.
Good distribution, promotions, and
campaigns for luring customers
OPPORTUNITY:
Expand in more varieties to make
presence felt
Eventually tie up with hotel chains
and large organizations.
WEAKNESS:
Only an urban market phenomenon
Deodorants market is highly
competitive and hence limited scope to
increase market share
THREATS:
Deodorants sales are seasonal.
Competition from Premium segment
deodorants like axe, Garnier, set wet
etc.
SEGMENTATION

TARGETING

POSITIONING
geographic demographic

indian Middle
aged

Urban
Male/female
people

Middle to high
income group

Working professionals
PSYCHOGRAPHIC
Attitude
and belief

People who prefer to use

deodorants and those who
do not
“We offer 48 hours antiperspirant deodorants
for catering to the needs of working
professionals, aged between 20 to 50 years.”
Competitors review
Unilever We will defeat you
 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 deodorant 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.
• Our product “Assorted” would be launched in
the national market.

• It will be available in every major city of India.

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
 Our packaging would be attractive and the bottle
would be made of metal.

 we would be printing a health tips for keeping skin

healthy on each bottle that we will be produced.

 We will also be providing sample deodorants for trial

purpose but that would be done only in selected
stores.
Newspapers
Magazine
Social networking sites
Radio
Television
Internet ( Social Networking Sites)
Brouchers
Bill boards
Promotional Events
our promotion strategy would include promoting

product by providing deodorant in small bottles for

trial purpose (only in selected stores).

AROUSING
FRESHNESS IN
YOUR WORK LIFE
BUDGET PLAN (in Rs.)
Research Costs Total 378002.00
Communications Costs Total 641250.00
Networking Costs Total 6350.00
Promotions Costs Total 557500.00
Advertising Costs Total 369100.00
Public Relations Costs Total 160000.00
Meal Costs Subtotal 37950.00
List Service Costs Subtotal 77700.00
Audio/Visual Services Subtotal 17870.40
Additional Costs Subtotal 21695.00
ESTIMATED MARKETING GRAND 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

In case the product 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.
 World’s
Market Leader
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