Marketing strategy

Product development
 Group members

Name Roll no.

Krishna Jaiswal BBA017082

Rishi

Anisha kamble

Henry john

Shweta kalwania
content

 The product
 4 P’s strategies
 Industry analysis
 Company profile
 Product analysis
 Promotion (STP)
The product

 Chocolate chip black currant cookies

4 P’s of the marketing
4 P’s

 Product – The first of the Four Ps of marketing is product. A product can be

either a tangible good or an intangible service that fulfills a need or want of
consumers. Whether you sell custom pallets and wood products or provide
luxury accommodations, it’s imperative that you have a clear grasp of
exactly what your product is and what makes it unique before you can
successfully market it.
 Price – Once a concrete understanding of the product offering is
established we can start making some pricing decisions. Price
determinations will impact profit margins, supply, demand and marketing
strategy. Similar (in concept) products and brands may need to be
positioned differently based on varying price points, while price elasticity
considerations may influence our next two Ps.
4 P’s

 Promotion – We’ve got a product and a price now it’s time to promote it.
Promotion looks at the many ways marketing agencies disseminate
relevant product information to consumers and differentiate a particular
product or service. Promotion includes elements like: advertising, public
relations, social media marketing, email marketing, search engine
marketing, video marketing and more. Each touch point must be
supported by a well positioned brand to truly maximize return on
investment.
 Place – Often you will hear marketers saying that marketing is about putting
the right product, at the right price, at the right place, at the right time. It’s
critical then, to evaluate what the ideal locations are to convert potential
clients into actual clients. Today, even in situations where the actual
transaction doesn’t happen on the web, the initial place potential clients
are engaged and converted is online.
4 P’s of the product

 Product
 The biscuits (cookies) which we have made is a new variant as in the flavor is
new. Its unique selling preposition is it’s flavor and natural ingredient. It will be in
existing market new product.
 Price
 Price of the product is suppose to be 30rs/unit.
 Place
 Distribution channel will be direct to the retailer as it’s a new product.
 Promotion
 Its end user is mostly going to be young generation social media is best way to
promote the product since many of us like black currant we would wanna try it.
Industry analysis

 Fast-Moving Consumer Goods or Consumer Packaged Goods are products

that are sold quickly and at a relatively low cost. Examples include non-
durable household goods such as packaged foods, beverages, toiletries,
over-the-counter drugs, and other consumables
Indian FMCG

 Fast moving consumer goods (FMCG) are the 4th largest sector in
the Indian economy. There are three main segments in the sector – food
and beverages which accounts for 19 per cent of the sector, healthcare
which accounts for 31 per cent and household and personal care which
accounts for the remaining 50 per cent.
Company profile

 About us
 Overview: We demand the best of ingredients
and package their natural goodness in our products, without compromise.
 Our strategic expansion plan is based on the principle of ‘One new market
a year’. We plan to expand through local operations
 The company set up the xyz Nutrition Foundation in 2019, and began
working on public private partnership to address malnutrition amongst
under-privileged children and women.
 Aim: to make products as widely available as possible, to ensure that they
are always within an arm's reach whether as an impulse or a considered
buy.
 Objective: to ensure that consumers are actually consuming good quality.
Product analysis

 Pricing:

amount ingredient cost

2 cup Wheat flour 5rs
¾cup Granulated white 2rs
sugar
¾cup Brown sugar 3rs
1tsp Table salt .5
1tsp Baking soda .5
2 Egg 9
12ozs Milk chocolate chip 2
pricing

amount Ingredient cost

1cup Salted butter 2
1tsp Vanilla extract and 3
black berries
Total 27rs per unit
 1 unit consist of 16 cookies in it.
 One box consist of 30 units.
 30X27=820 cost of making a box for sale
 Price 30X30=900 sale
 Profit: 80rs/ box
 Need to sell atleast 13000 units to not get loss after advertising cost
promotion

 Interests – Reach people interested inproduct. This includes more granular

affinity and in-market audiences.
 Placements – showing our ads on certain channels, videos, apps, websites,
or placements within websites.
 Advertisement will cost 10,00,000/-
Promotion (STP)

Segmentation
 There are many different ways to segment your target markets. For
example, you can use the following approaches:
 Demographic – By personal attributes such as age, marital status, gender,
ethnicity, sexuality, education, or occupation.
 Geographic – By country, region, state, city, or neighborhood.
 Psychographic – By personality, risk aversion, values, or lifestyle.
 Behavioral – By how people use the product, how loyal they are, or the
benefits that they are looking for.
segmentation

 Demographic –age: all age groups

 Geographic – city, or neighborhood.
 Behavioral –the benefits that they are looking for. HEALTHY since no refined
flour plus desired flavor.
Target Your Best Customers

 First, look at the profitability of each segment. Which customer groups

contribute most to your bottom line?
 Analyze the size and potential of each customer group. Is it large enough
to be worth addressing?
 Is steady growth possible?
 And how does it compare with the other segments?
 (Make sure that you won't be reducing revenue by shifting your focus to a
niche market that's too small.)
 It can take a lot of effort to target a segment effectively. Choose only one
segment to focus on at any one time.
Target Your Best Customers

 Here we will be targeting the tier one city Mumbai. People in tier one city
have preference when it comes to snacks and flavor of it so to earn
minimum profit in the targeted market we need to sell thirteen thousand
units(13,00) to earn the profit of 40,000after all the expenses.
particular amount

1 unit(cost) 27
1 unit(sale) 30
profit on individual sale 3

1 box (30units)cost 820

1 box (30units)sale 900
profit 80

units to be produced
13000
cost 10660000
sale 11700000
expense 1000000
profit 40000
Position Your Offering

 consider why customers should purchase your product rather than those of
your competitors. Do this by identifying your unique selling proposition.
 Key Points
 The STP Model helps you position a product or service to target different
groups of customers more efficiently. This three-step approach helps you
quickly zoom in on the most profitable parts of your business, so that you
can fully exploit the opportunities these offer.
 To use the model, start by segmenting your market into groups. Next,
choose which of these you want to target. Last, identify how you want to
position your product, based on the personality and behavior of your target
market.
position your offering

 Unique selling for our product is no refined flour and its flavor (black currant)
which makes it healthy tasty combination which can be like by all age
group and market.
 Swot analysis
 Strength
 Available in large flavors and varieties
 .Good shelf space availability
swot

 Threat
 Competition: The main competitors Good Day, Parle G, Dark Fantasy and
companies like Mars, Hershey’s, ITC, Parle, Brittania, Nestle etc are all
competitors.
 Opportunity
 Growing demand for biscuits: In the confectionery segment the highest
growth rate is predicted for biscuits. The demand for chocolates is tipping
and this is expected to affect the sales of business positively.
 Weakness
 The cost of the raw material is growing but the company is unable to
increase the product price correspondingly.