2. AGENDA
• Why to launch a soap?
– Market Scenario
– Porter’s Five Forces Analysis
– Perceptual Mapping
• Our Product – “kiddoz”
• Financial Analysis
• Marketing Strategy
• The Launch
3. WHY TO LAUNCH A SOAP?
INDIAN MARKET SCENARIO
• Soap market penetration: 98%
TOILET SOAP MARKET SHARE
2011 (Rs.8500 cr)
Premium: Johnson’s Baby
Soap, Dove, Lux
15%
Premium Popular: Hamam, Cinthol
45%
Popular
Economy Economy: Lifebuoy, Dettol
40%
4. WHY KIDS AS CONSUMERS?
CENSUS OF INDIA 2011 KIDS POPULATION 2011 ( 36 CRORE)
(121 CRORE)
0-6 years 6-12 years
(16 crore) (20 crore)
LOW
INCOME MIDDLE &
(8 crore) HIGH
0-12 years INCOME
30.80% (12 crore)
Above 12
69.20% years
TARGET CONSUMERS
5. PORTER’S FIVE FORCES ANALYSIS
NEW ENTRANTS
• High R&D cost
(+)
• Less access to
distribution OF
THREAT
NEW
• Difficult to
ENTRANTS
differentiate the product
SUPPLIERS COMPETITORS BUYERS
• Low bargaining
(+) •Doy (-) • High buyer profits
(++)
power •Johnson & Johnson
‘KIDS SOAP • High switching
BARGAINING BARGAINING
• Low impact ofOF
POWER •Pears MARKET’ costs
POWER OF
inputs onSUPPLIERS COMPETITORS
•Lifebuoy BUYERS
• Less number of
differentiation •Hamam substitutes
SUBSTITUTES
(++)
• Only one: Liquid Soap
THREAT OF
• Less buyer
SUBSTITUTE
PRODUCTS
propensity to
substitute
6. PERCEPTUAL MAPPING
WEIGHT: 80 g AGE
35
JOHNSON &
JOHNSON
• KIDDOZ
• PEARS
COST
25
•HAMAM
•LIFEBUOY
•DOY
15
0-6 6 - 12 12+
7. OUR PRODUCT - “kiddoz”
Physical Attributes
– Shape:
1. Ben 10
2. ChotaBheem
3. Dora
4. Doraemon
– Colour: White and Pink
8. OUR PRODUCT - “kiddoz”
Chemical Composition:
INGREDIENTS PURPOSE
Sodium Tallowate Moisturizing Agent
Sodium Palm Kernelate Cleansing Agent
Glycerin Moisturizing Agent
Titanium Dioxide Whitening Agent
PentasodiumPentetate Chelating Agent
Water Dissolving oxidizers
Aloe Vera Freshening the skin
Fragrance Refreshing smell
Weight Price
80 g Rs.30
10. MARKETING STRATEGY
OBJECTIVE
– To create a new market for age group from 6-12
– To grab competitors market share ( Zero Sum Game)
STRATEGY
• OFFENSIVE WARFARE
– Avatar shape vs Normal shape
– Low Price vs Premium Price
• PSYCHO SEDUCTION
– Love Objects:- Kids
– Sense of Power :- ‘Pester Power’
– Reassurance of worth :- Parents
11. MARKETING STRATEGY
• TAILORING THE MIX
Product
• Name: kiddoz
• Packaging: Semi-transparent with the Avatar visible
• Creative puzzles
• Cosmetic
Price
• Premium price
12. FRONT VIEW OF THE CARTON
kidd
oz
kids soap
Enriched with
Vitamin E
80 g*
13. REAR VIEW OF THE CARTON
kiddozkids
Enriched with
Vitamin E
soap
Question:
7 + 7 x 7 – 7/7 = ?
Visit us at:
http://www.kiddozsoap.com
14. MARKETING STRATEGY
Place
• Level of Involvement :- Higher
• Retailers
– Supermarkets
– Medical Shops
– E-tailers (drugstore.com, amazon.com)
15. MARKETING STRATEGY
Promotion
Advertising
– In Mass media
• Newspapers
• Theatres
• Kids channels: Pogo, CN, Hungama
• Vernacular Channels
• Game websites
– In Social media
• 2 lakh kids use Facebook in India
• Commission Per Click (CPC) method
– Kids: Enjoying the bath!
– Parents: kiddoztakes care!
16. MARKETING STRATEGY
– Others
• Hoardings
• Digital Screens in Malls
• Branding in Play Zones
– Food Joints
– Malls
– Theatres
– Amusement Parks
17. MARKETING STRATEGY
Sales Promotion
– Conduct competitions in metros
– Issue free sample after the competition
– Issue kiddoz accessories (badges, caps) in schools
– Chain Premia
• A three part OMNITRIX game is given FREE!
• For every two soaps, one part of the game is given
18. PRE-LAUNCH
• Test Marketing
– Place
• Siliguri
• Pune
– Obtain & interpret the test results
– Make change in product attributes (if required)
• Teasers & Advertisements
19. LAUNCH
• Launch in four metros
– Conduct a painting competition for kids
– Launch by ‘regional teen cinema actors’
– Issue a free sample of a 40g soap
– Issue badges
20. POST LAUNCH
• Advertisements in mass media
• Product follow-up
– Monitor sale of products – Every 3 months
– Obtain feedback from consumers
– Make change in product attributes (if required)
