iChew-Product Innovation and Marketing
-
Upload
vikram-choudhary -
Category
Health & Medicine
-
view
231 -
download
0
Transcript of iChew-Product Innovation and Marketing
![Page 1: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/1.jpg)
iChew
Team: TVSGreat Lakes Institute of Management,Chennai
![Page 2: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/2.jpg)
Product & Concept - iChew
Safe and smart contraceptive chewing gum that offers you an effective way to prevent an
unplanned pregnancy
Low dosage with lesser side effects
Emergency contraceptive chewing gum unlike the 21 day pill, can be taken 24 hrs before to 48
hrs after intercourse
![Page 3: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/3.jpg)
Product & Concept - iChew
Why?
iChew will shatter the negative connotations attached with pills available in market
![Page 4: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/4.jpg)
Product & Concept - iChew
How?
It works in any of the three different ways depending on where you may be in your menstrual cycle.
It may stop an egg being released from the ovary.
If an egg has been released, iChew may prevent the sperm from fertilizing it.
If the egg is already fertilized, it may prevent it from attaching itself to the lining of the uterus.
![Page 5: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/5.jpg)
Technological aspects and feasibility
• Low dosage Emergency Oral Contraceptive (ECP)
• Contains Estrogen and Progestin• Research has considerably brought down
levels of Progestin in ECP
![Page 6: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/6.jpg)
The Journey Through Round II
Introduction
Acceptability
Conclusions
![Page 7: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/7.jpg)
…opinions, discussions and participation from
people across 19 nations
![Page 8: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/8.jpg)
![Page 9: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/9.jpg)
What are the shortcomings of the currently available contraceptive pills?
Multiple Side Effects
Needs to follow a regular time table without missing out on any day
Not 100% safe
The popping pills gives the feeling as if one is under medication
Costly
Other
0% 10% 20% 30% 40% 50% 60% 70% 80%
70%
64%
45%
42%
15%
3%
![Page 10: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/10.jpg)
Are you aware of the side effects of contraceptive pills ?
Lesser Side effects
Something which takes away its medicinal tag
The need to follow a regular time table is not there
Something that could motivate people to use them
Other
0% 10% 20% 30% 40% 50% 60% 70% 80%
73%
39%
55%
48%
6%
![Page 11: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/11.jpg)
Are you willing to use a contraceptive pill which is in the form of a chewing gum?
91%
9%
YesNo
![Page 12: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/12.jpg)
Does it excites you if the contraceptive chewing gum is available you in form of various flavors?
88%
12%
YesNo
![Page 13: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/13.jpg)
Segmentation
![Page 14: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/14.jpg)
Targeting
![Page 15: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/15.jpg)
Positioning
![Page 16: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/16.jpg)
Pricing & Budget EstimationParticulars Budget Per Unit Cost (Breakeven
at 2,40,000)Research & Development 25,00,000 10.41
Marketing Cost 50,00,000 20.83
Administration Cost 15,00,000 6.25
Website Maintenance 2,00,000 0.83
Total Misc Cost 92,00,000 38.33
![Page 17: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/17.jpg)
Pricing & Budget EstimationParticulars Detail Per Unit Cost
Chemical Cost 3
Making Cost 1.5
Packaging Cost 1.5
Total manufacturing Cost 6
Total Misc Cost (R&D, Marketing, Administration etc)
*break-up was explained on previous slide
38.33
Excise 8% of 60% of Retailer Price
2.62
CNF Cost 5% of Distributor Price 2.36
Distributor Margin 10% of Retailer Price 5.17
Retailer Margin 20% Profit Margin 10.85
Exclusive VAT 5% of MRP 3.45
MRP (inclusive of VAT) 69
![Page 18: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/18.jpg)
0-level Distribution Channel
Online Retail
![Page 19: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/19.jpg)
2-level Distribution Channel
![Page 20: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/20.jpg)
Visual Merchandising
![Page 21: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/21.jpg)
Visual Merchandising
![Page 22: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/22.jpg)
Dispensers
![Page 23: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/23.jpg)
Other Distribution Channels
• Women Merchandise shops
• Accessory shops
• Spas and Saloons
• Partnering with Women Health Care and Life Style centers like VLCC.
• Co - retailing and Bundling in future e.g. with Sanitary Pads Napkins.
![Page 24: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/24.jpg)
First Roll Out
![Page 25: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/25.jpg)
Second Roll Out
![Page 26: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/26.jpg)
Brand Ambassador
![Page 27: iChew-Product Innovation and Marketing](https://reader031.fdocuments.net/reader031/viewer/2022013011/55635bd3d8b42a2f508b49d2/html5/thumbnails/27.jpg)
Questions???