KIDEE-CARE

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PRICEProduct MixDistribution PlanPromotion

TargetingSegmentation

Positioning Differentiation

PRODUCT

WHY THIS PRODUCT?Hygienic factor.Minimum powder for maximum use.Economic factor.

What the product does?Soft skin when

applied.Prevent from

allergy.Long lasting

fragrances. Helps to Keep

baby’s diaper area soft, smooth and rashes free.

When and how to use the product?After the baby bath.

While changing the diapers.

While taking the baby in an open atmosphere.

Puff is directly applied to skin.

One single unit should be used on a single baby.

USAGE

BRAND IDENTITY

NAME:- Kidee Care.

LOGO:-

COLORS:- Blue and white.

TAGLINE:-A new beginning of care with Kidee care …

Ingredients

Aloe Vera.

Chitoson.

Fragrance.

Tapioca starch.

Talc.

SOCIAL MARKETINGBy every purchase of one unit Rs,1 will be

directly donated to the charity.

PRODUCTIt’s physical appearance is powder form.It is easy to apply.The product will contain 1 plastic bottle of the

powder which will be the base as well as plastic puff attached on the top of the plastic bottle.

The products variants will be 200gm, 100gm, 50gm.

PRICINGPRICING OBJECTIVESDEMAND FORECASTINGPRICING STRATEGYPRICE OF THE PRODUCTMETHOD OF PRICINGFACTORS AFFECTING PRICING

PRICING OBJECTIVESConsumer satisfaction.

Sales oriented.

Demand Forecasting

The Indian baby care market has been witnessing rapid transformation.

Parents increasing preference to spend more on baby products will drive the market to new horizons in near future.

Indian Baby care market , will experience growth over the next few years .

Rising income level, better product availability and increasing awareness have significantly transformed the baby care products industry landscape.

PRICING STRATEGY

MARKET SKIMMING STRATEGY:-This is a strategy where a relatively high initial

price is set for a new product.

WHY MARKET SKIMMING???

Price of the product

KIDEE CARE PRICE

50g- 22Rs.

100g- 36Rs.

200g- 66Rs.

COMPETITORS PRICE

50g- 20Rs

100g- 34Rs.

200g- 64Rs.

METHODS

Mark-Up Pricing:

It estimates the total cost of producing or manufacturing a product and then adds a mark-up or margin that the firm wants

Mark Up Price = Unit cost (1- return on sales)

FACTORS

INTERNAL FACTORS.

COST OF PRODUCTION.

EXTERNAL FACTORS.

DEMAND.

COMPETITORS.

GOVERNMENT POLICY.

Place

The product will distributed in:Delhi, Mumbai, kolkata ,Chennai,Bangalore.

Distribution Strategy

SALES

GI RLS

Manufacturer

Distributor

Retailer

Consumer

DIRECT TO RETAILERS

Distribution

Services to distributorsDelivery on time.Easier terms of payments. Prompt in responsiveness.

Facilities to Distribution

Imparting sales training.Creating sales potential through advertising.

ORGANISING DISTRIBUTION

Speed of delivery. Ease of storage/convenience in carrying.

RETAIL DISTRIBUTION

Separate counters in department stores.

Long term contract

Promotion

The product will be promoted through various activities

The promotion will also be done in various retails formats

Various promo-positions such as End-caps, Pallets, bins will be kept inside the retail outlets or near the stall of the product.

OBJECTIVES

Create awareness among consumersHighlight quality of the product.Gain trust of consumersImpression in the mind of the consumers

DISTRIBUTER PROMOTION:-

Volume discount.

Special discount to display the product.

Some rewards are given if the certain amount is sold in stipulated time period.

Cont…Rewards: E.g.:- 5% above target- cash prize.10% above target- cash prize.20% above target- foreign trip.

TEST LAUNCHING of … We are going to promote product in Mumbai through

various mediums The product to be launched in Mumbai, Delhi, Kerala,

Bangalore, Kolkatta will be Kidee -Care baby care product,

The product price will be very economical at Rs.22 only.

Advertising Campaign

For creating awareness of baby care products among mothers of newborns following are the ways:-

Print Ads/Baby care magazines.Offer free baby care seminars/counseling to

expectant mothers. Sponsoring major events held nationally.Shopping Malls.Hoardings/Banners and Neon Signs.Booklets and pamphlets.

First Month

Television Ads making people aware of our product.

Advertising campaigns at Malls/Multiplexes & leaflets distributed.

Second Month• Television Ads will continue.• 5% discount will be offered in shopping

malls on purchase of our product.• Banners put up at theatres, shopping malls

and other strategic places.

Third MonthPrint advertisement will be introduced in third

month.Ads will be given in Magazines and Newspapers.Neon signs, bus panels, Mobile Vans will

continue to be displayed.

Fourth Month• New Print advertisement will be introduced

for television. • Neon signs & banners will continue to be

displayed at malls.• Mobile Vans will roaming around/within the

city/region or in an specific area.

Fifth/ Sixth MonthPrint ads and television ads will continue to

be displayed.Sponsorship will be given to major events

and 25% discount will be offered on participation in events.

Neon signs and banners will continue to be displayed.

This ad-campaign will continue in the current as well as in the next financial year also.

Core benefitFreshness of

Baby

Basic productTalcum Powder

Expected productTalc with good smell

Augmented productSoft Feeling with Good

Fragrance

Potential productA product with Soft Feeling

& Good smell that lasts LONGER!!

Marketing

Market Segmentation

Market Targeting

Brand Positioning

Market SegmentationDemographical

22 - 30

22-28 40 & Above

Age

Market SegmentationDemographical

Working Women Households

Purchase Decision Makers

Maids

DEMOGRAPHIC

INCOME:

For all income levels.

SEX PEOPLE:Housewives,Maids and working Women.

Female 10%male

CITIES

MUMBAI DELHI CHENNAIBANGALOREKOLKATTA

TARGETING

Identifying the customers and their needs.Targeting: Household ,working parents Hospitals Polio booths.Playgroups and nursery.Mothers age 22 to 30 yrs.

OBJECTIVES

Keep baby’s skin soft, smooth and rashes free.

Giving baby a healthy skin.

Targeting

Typical targets is the Households with age-group of 22-30 years &income of all levels.

Purchase decision for Daily usage apply on children with the age-group of 0 to 3 years of age.

Buying behavior of Target Market

• Many remarkable changes have taken place in Indian consumer buying behavior over the last five years. Some of them are:•value sensitive and are not much price sensitive.•Product offers value•Features of a product rather than its brand name..

Contd..

The attitude of Indian consumers. To lead a life full of luxury and comfort. They wants to live in present and future. The people of metro are open to the idea of consumption

and a better lifestyle.Increasingly becoming aware of the importance of health

and hygiene.

Brand Positioning

•The company is trying to position its product in the minds of the customer as a product, which is baby care oriented as

well as economical & is safe to use. The tag line of baby care product is “ a new beginning of care with Kidee care”

•A product that keeps child’s skin tender & helps long-lasting effect.

•Premium product at an afford Price.

•Is basically made with a Indian Women in mind.

MARKET POSITIONING

“powder with puff is the unique baby care product in the market even J&J is not offering the same as one which is offered by Kidee care company”

“powder with puff for soft and tender skin”

We are positioning our product as a premium product because our product has the following:

Convenience special care

DIFFERENTIATION

DIFFERENTIATION PRODUCTFEATURESPERFORAMNCE QUALITYDURABILITYSTYLEDESIGN