Launch of Close Up Mouth Wash

8/8/2019 Launch of Close Up Mouth Wash

1/28

Close up Mouthwash Launch Plan

Presented to:

Prof. Atit Mehta

&

Dr. Kalim Khan


2/28

Group

Members:

Jamila Udaipurwala

Nupur Bhayani

Preeti Gupta

Purva Kabra Richard John

Rishikesh Kumaran

Swati Mishra

Shraddha Patil

Sufiyan Khan Sandeep Shetty

Sudeep Shetty

Supriya Patil

Sweta Baheti

V. Shilpa

Utaib Jamadar

Close up Mouthwash LaunchPlan


3/28

Launching Close up Mouthwash

Target Group

Market Analysis

Competitor AnalysisCompetitor AnalysisProduct

Packaging

Pricing Promotion

Hoardings


4/28

A product used to enhance oral hygiene

It may be used to help remove mucus and foodparticles deeper down in the throat

It contains active ingredients that kill bacteria

and prevent them from attacking your teeth It removes bad breath & fight germs

Why


5/28

Most people use toothpaste to clean their teeth

Colgate is the most preferred toothpaste followed byClose up

The main reasons for using a particular toothpaste is,that it gives fresh breath, fights germs and whitensteeth

Most people are aware of what a mouthwash is butvery few of them actually use it

They are not ready to experiment

Findings from Pilot Research


6/28

Most people would like to use a herbal mouthwash

The flavours most preferred are strawberry, clove,pepper mint

The price perceived by the respondents for a 250 mlmouthwash bottle is between 70-90

If Close up came up with a herbal mouthwash of itsown, people would be willing to use it

Contd


7/28

Contains Alcohol

Contains Fluoride

Probability of Oral cancer Allergies

Foul Taste

Harmful if consumed

Competitors Analysis


8/28

Alcohol-free

Contains no fluoride

There are no potentially harmful chemicals.

No side effects.

Why Herbal ????


9/28

Launching

The all new

Close up Mouthwash

Sparkle


10/28

Segmentation

Age: 14-25

Region: Top 8 Metros

SEC: A & B

Targeting

Urban youth who are health conscious

Positioning

Herbal

100% Vegetarian

STP


11/28

Marketing Mix

ProductPricePlacePromot

ion


12/28

Product Name : Close up Sparkle

Product Variants : Pepper Mint, Clove &Strawberry

Product Size : 15 ml (Sachet) 125 ml 250 ml

Product


13/28

Herbal mouth wash

Mouth Freshening crystals inside

12 hours protection against plaque and gum problems100% vegetarian

Attractive packaging

Not harmful even if consumed

No Alcohol

Product Features


14/28

Peppermint (Aqua Blue)

Product Variants


15/28

Clove (Cool Green)


16/28

Strawberry (Baby Pink)


17/28

We are planning to set its price in relation to the valuedelivered and perceived by customer.

Pricing of our product:

No Size Price

01 15ml 06/- (Sachet) 02 100ml 30/-

03 250ml 75/-

Price


18/28

Coverage: The product will be distributed in Tier 1 &Tier 2 cities i.e. Metropolitan cities in India on the basisof demand.

Assortments: Pop Up display stands will be provided tothe retailers in order to catch the eye of consumer.

Location: The product will be available at General stores,Medical stores, Super Markets etc.

Place


19/28

Sales promotion:

Tie up with dental hospitals for kiosks to provide free

samples and create awareness among general public. Sponsorship and awareness kiosks at college festivals

(Malhar, Umang).

Public relations:

World Oral Health day -

(12th September)

Promotion


20/28

Advertising : - T. V. Utv Bindas, Cartoon Network, Discovery, Travel

and Living, Channel V, Vh1, Mtv, Colours.

- Radio Spots on radio channels

- Print Media Newspaper like Dental magazines, Filmfare,Femina, Mens Health, Mumbai Mirror

- Outdoor Kiosks at College Fests, Promotional contestsat Malls, Hoardings

Internet Social Networking Sites- Twitter and Face Book

Promotion


21/28

Print AdsPrint Ads


22/28


23/28


24/28


25/28


26/28


27/28


28/28

THANK YOU

Launch of Close Up Mouth Wash

Documents

Transcript of Launch of Close Up Mouth Wash