Presentation Impressions- Final

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    TOOTHY

    Coz we care for their teeth too.A product of

    JOHNS - BURY

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    PRESENTATION SYNOPSIS

    Introduction

    Keys to Success

    Factors InfluencingSTP

    4Ps

    SWOT

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    INTRODUCTION

    Johnsons&

    Johnsons

    Cadbur

    y

    Johnsbury

    Toothy

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    Mission Statement

    Vision

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    KEYS TO SUCCESS

    Leveraging the trust of Johnsons brand toJohns-Bury Edge on perception.

    Educate customers on the utility of the product

    Develop healthy relations with Doctors torecommend the product

    Employing expertise of Cadbury (wholly ownedsubsidiary of Kraft Foods) to its fullest.

    Gaining the benefits of good word of mouthPositive customer testimonies

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    FACTORS INFLUENCING OURPRODUCT

    Political

    Economical

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    STP

    (Segmentation, Targeting,

    Positioning)

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    SEGMENTATION

    Geographic Segmentation

    Megacities- Delhi, Mumbai, Kolkata, Chennai, andemerging metropolitan cities like Bangalore, Pune,Hyderabad, Chandigarh.

    Boom towns Surat, Kanpur, Jaipur, Lucknow,Nagpur, and Coimbatore.

    Density- urban and suburban.

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    Demographic Segmentation

    Gender: Females.

    Family life cycle Mothers of infants/ expecting.

    Income group: 20,000 and above.Social class- upper class, upper middle class and

    middle class.

    Occupation Housewives/working women.

    Education high school graduate and above.

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    Psychographic segmentation

    Lifestyle: modern

    Personality: gregarious, ambitious.

    Behavioral segmentation

    Benefits: quality, taste and nutrition.

    Readiness stage: aware, informed, interested,

    intending to buy.

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    TARGETING

    Our initial target market would be expecting mothers andwomen carrying infants who reside in megacities andboom towns and eventually we consider expanding toother cities that hold potential.

    POSITIONING

    A tasty, healthy treat in a stick which helps babies duringtheir teething process.

    Punch line Coz we care for their teeth too

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    Marketing

    Mix

    PRODUCT

    PRICE

    PLACE

    PROMOTION

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    PRODUCT - FEATURES

    The biscuit is of a finger shape

    The biscuit does not break, it melts

    Available in various flavorsIngredients used will bestow Nutrition.

    Easy to digest

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    The Product is formulated under J&Js BEST

    FOR BABY Standards

    The Biscuits will be provided in sealable (Airtight) packaging with 10 sticks as standardquantity

    Once in use the biscuit is estimated to last of

    2hrs

    Since the Product bears health properties, theconsumption of it is recommended to be of 1-2

    sticks per dayThe net weight of the package is 100gms

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    PRICE

    The product will be made available for

    Rs 50/-

    Apart from this the pricing will bedone on the basis of a Value based

    pricing method

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    PLACE/DISTRIBUTION SYSTEM

    Manufacturer

    5%

    Wholesaler

    5%

    Distributor

    15%

    Retailer

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    PROMOTION

    PublicRelation

    DirectMarketing

    PersonalSelling Advertising

    Communi -

    cation Mix

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    ADVERTISING

    We will be using print media at POPs, medicaljournals and baby care catalogs as our majormeans of advertising

    POP (point of purchase): print

    posters andstandees

    Places like pharmacies, select supermarketsand doctors clinics will carry our print adverts.

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    SWOT

    Strengths

    Weaknesses

    OpportunitiesThreats

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    THANK YOU