Introducing a new product in a market.
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Transcript of Introducing a new product in a market.
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Marketing Presentation
Group MembersAsad Ghazanfer (0069)Daniyal Khan (0047)Malik Umer (0104)Muhammad Mukarram (0010)
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OUTLINESLaunching A New ProductCurrent Marketing SituationSWOT AnalysisObjectives and IssuesMarketing StrategiesAction Plan
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To make your surface sparkling clean, People use a variety of products which are
expensive as well as not very much effective.
We provide you a product which is cost effective and easy to use & removes germs
& make your surface sparkling clean.
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Launching A New Product
Super XSurface Cleaner
&
Germs Killer
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Packaging
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Multi Surface CleanerDusts and cleans just about everything so easily that you could use it almost every day.
Use it on a number of surfaces including:
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How do buyers currently go about buying Surface Cleaner Products?
The product is low involvement product. This is because customer does
not seek much overt information for such products. They are usually
aware of benefits offered and about top brands in the market. The
purchase decision for such products is mostly planned.
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Current Marketing Situation
Market Description:• The potential target market of our product is very vast as it
includes segments who invest in cleaning brands as well as segments that purchase insect killers like housewives, etc.
Target Group:• Urban households, restaurants, hotels etc.
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Product ReviewIt’s an innovation because it performs three
functions. We can say its “3 in 1”
Floor Cleaner
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Germs Killer
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Insecticides Repeller
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Aims & Objectives
Our aim is to become a worldwide known
product in cleaning brand.
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CompetitorsOur competitors are:
Harpic Domex Dettol
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SWOT ANALYSIS
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Strength
1)Good brand promotion by advertising and other media
2)Good distribution channel that ensures brand presence
3)One of the most popular brand in the cleansing market
4)The Quick dry formula will reduce drying time
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Weakness
1) Tough competition means limited market share growth
2) Fake products with similar names affects brand presence
3) Confusion can exist about our brand image
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Opportunities
1) Still major market not tapped
2) Should extend in rural market
3) Bring variety in products
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Threats1) Local players offering at low
price.
2) Substitutes such as detergents available for cleaning
3) Increase in low cost private labels
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Marketing Mix
ProductPricePlacePromotion
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ProductClassification
Focuses the needs of wide Household public
3 in 1 quality • Different places • Brand name • Brand logo
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Pricing StrategyMarket entry strategyWe will apply the combination of customer oriented pricing
and market penetration strategy, to maximize the segment of potential target market
Our Product Name
Our Product Quantity
Our Product Price
200ml Rs:60
Super X 500ml Rs:99
750ml Rs:135
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Competitors Name Competitors Price Competitors Quantity
Harpic 200ml500ml750ml
Rs: 65Rs: 105Rs: 145
Domex 500ml Rs: 125
Dettol 500ml Rs: 124
Competitors Product Price & Quantity
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Place• Urban Area• Direct selling• Shops • Super stores
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Promotion• Advertising • Sales promotion• Public relation• Personal selling • Direct marketing
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Market segmentation
•Process of dividing the market into groups (market segmentation)
•Target marketing is marketing directed toward those groups an organization decides it can serve profitably.
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TARGET MARKET SEGMENTATION
Includes segments who invest in Cleaning Brands as well as Insect killers.
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TARGET MARKET SEGMENTATION
• Age of buyers (women in the age group 25-50 years)
• Family life cycle-Married with or without children
• Light users (Average usage 1-Later per year)
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Types of segmentation
• Geographic segmentation• Demographic segmentation• Psychographic segmentation• Benefit segmentation
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DEMOGRAPHICSFocuses on urban scale of usage
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PSYCHOGRAPHICGetting rid from the mess of buying three different surface cleaners.
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Psychographic segmentation
Getting rid from the mess of buying three
different types of surface cleaners will
motivate the buyers to go for our brand.
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Benefit segmentation
Customer’s behavior will be positive toward the product because the company
tried to meet all the desired needs and wants of its customers.
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RecommendationWe Recommend
Super X3 in 1
Surface Cleaner
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