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Transcript of Team GSK
S
MorpheusPre-AssignmentPresented by :-
Team GlaxoSmithKline
The Product
A reusable toothbrush for the rural market.
Packaged with a primary bristle and two additional bristles.
Easy to use.
Extra bristles sold separately from the primary product.
The head of the toothbrush will include two different lengths of bristles, each length having its own responsibility. The longer outer bristles will clean around the gum line, and the shorter bristles clean between the teeth.
Padding on the handle end of the toothbrush to massage the gums and on the other side tongue cleaner.
The Toothbrush Industry
Negligible brand loyalty.
Cost and convenience sensitive.
Sizeable portion of the population does not use a toothbrush.
Few substitute products.
Awareness required in the rural market.
Rs. 715 crore (annual) industry.
Secondary Data Analysis
A consumer attitudes survey conducted recently by the Indian Market Research Bureau (IMRB)
Only 51 percent of people in the survey brushed their teeth with a toothpaste and a toothbrush
Only 28 percent brushed their teeth twice a day
Nearly 34 percent believed that brushing once a day was more than enough.
Product
Wood-based
Plastic based
Product
The product are differentiated in to two segments that is Rural offerings(Plastic based and wood based)
Price
PRICE
Rs.20 for the initial package with additional bristles for Rs. 5 each.
The pricing has been set using the rural mindset in place
The premium wood handle based toothbrush would be sold at Rs.40 with the additional bristles at Rs.5 ( an environment friendly product)
Vision
To create a value based business environment which promotes highest levels of customer satisfaction
To Achieve customer loyalty in rural as well as urban markets
Mission
“To be the beacon of change in the ever-growing Oral-Healthcare industry in India by providing quality and environment friendly products”
USP
Environment friendly, Cost Effective and user friendly at the same time
TAGLINE
“It’s just not any toothbrush”
Break-even Point
Unit Sales over first 5 year
Expected Sales Growth rate be 50 % for tooth brushes and 40 % for bristles
Brushes Revenue Bristles Revenue Total
10,00,000 2,00,00,000 20,00,000 40,00,000 2,40,00,000
15,00,000 3,00,00,000 28,00,000 56,00,000 3,56,00,000
22,50,000 4,50,00,000 39,20,000 78,40,000 5,28,40,000
33,75,000 6,75,00,000 54,88,000 1,09,76,000 7,84,76,000
50,62,500 10,12,50,000
76,83,200 1,53,66,400 11,66,16,400
Break-even Point
Let the Expenditure be Rs. 3,00,00,000 for the first year and it increases at the rate of 35 % year
Expenditure
3,00,00,000
4,05,00,000
5,46,75,000
7,38,11,250
9,96,45,187
Break-even Point
Total Revenue Expenditure Breakeven point
2,40,00,000 3,00,00,000 -60,00,000
3,56,00,000 4,05,00,000 -49,00,000
5,28,40,000 5,46,75,000 -18,35,000
7,84,76,000 7,38,11,250 46,64,750
11,66,16,400 9,96,45,187 1,67,71,213
Market Research
Market Penetration
Building networks
Seminars/Melas
User Identification
Calls to Actions Setting Due Dates
Social Media
Goals Formulating Operational strategy
Starting with the Promotional Plan
Email Campaign
Other Marketing Initiatives
MARKETING PLAN
Viral marketing
Google+
Grassroots marketing - tapping into the collective efforts of brand enthusiasts(making webinars to make people aware people of our products in the urban areas)
Presence Marketing
Creating a buzz amongst rural masses through Mela’s
As well as creating buzz through environment based initiatives
Work shops and Melas /Astroturfing
To be held in various parts(Rural and Urban) of the country to start with in the states of Maharashtra and Karnataka
Rural areas seminars on the importance of tooth brushes and on oral healthcare
Urban areas on the need for detachable tooth brushes
Disguising company messaging as an authentic grassroots movement
Competitive Analysis
Established products like Oral-B and Colgate are present in the markets
Colgate relies on economies of scale and is transcending to the “Pull Strategy”
Oral-B still is still sticking to the push strategy
THANK YOU