new product development - big babool

By – Sayali Mahadik 62

Contents

1. Introduction 2. Competitors3. Swot analysis4. Product life cycle5. Tows 6. STP7. Marketing mix

Introduction Parent Company

Perfetti van Melle

Category Food Products

Sector Food and Beverages

Tagline/ Slogan Caring for excellence

USP A trusted brand name in the confectionary and

gum industry with a number of popular subsidiary brands

Big Babol

CompetitorsFUSION GUM

BOOMER

BUBBALOO

ORBIT

SWOT AnalysisStrengths Weakness

•Major bubble gum brands •Available in over 120 countries•Attractive Packaging •High Quality product •Relatively low price•Different flavours

•Limited segment : targets only kids•Limited rural Market penetration

Opportunities Threats

•Innovation within the brand•Sugar free products•Tie-ups with hotels, restaurants etc

•Competition : international , domestic and local brands •Bubble Gums are considered childish•People moving on to more mint gums

Product Life Cycle

TOWS Matrix

STRENGTHS WEAKNESS

OPPORTUNITIES

S O StrategyMaxi-Maxi

W O StrategyMini-Maxi

THREATSS T Strategy

Maxi-MiniW T Strategy

Mini-Mini

Internal factors

External factors

PT

S

SegmentationPeople looking to have gum

1.DEMOGRAPHIC

Age• Children • Youth

Income • Affordable for all

income groups

2.GEOGRAPHIC

Metro cities• Mumbai• Delhi• Kolkata• Bangalore• Chennai• Pune

4years - 25 years

Targeting

Target group• Children and youth of all income group in

metro cities

Positioning • Fun filled chewing gum for fun loving

people• A chewing gum which “Bade Kaam Ki

Cheez”

Marketing Mix

Product

Price

Place

Promotion

Product

‘Big Babol Gumballs’

Product Name : ‘Big Babol Gumballs’

Parent company : Perfetti Van Melle

Sector : Food

Category : Chewing gums

Tagline : “Bade Kaam Ki Cheez Ab Share Karo”

Variants:

USP : 1.Available in small and big packs/single gum

2.Gumballs easy to share

3.Different flavours in single pack

PRICE

Premium

High Value

Super Value

Over Chargin

g

Medium Value

Good Value

Rip - OffFalse

Economy

Economy

HIGH MEDIUM LOW

HIG

HM

ED

IUM

LOW

Price

Qualit

y

9 P

rice

– Q

ualit

y

Str

ate

gie

s

1. Single gum : 1 rupee

2. Medium pack : 5 rupees

3. Large pack : 10 rupees

1 2 3

PLACE

• Metro cities : Mumbai , Delhi , Kolkata , Bangalore , Chennai , Pune .

• Malls : Food courts .

• Tie-ups with hotels / restaurants : Mc Donalds , Pizza Hut , Dominos etc .

• Schools / Colleges : canteens

• Retailers

In the form of gumballs dispenser

In all sizes and packs • Retailers • Food bazars / Food malls : Big Bazar , Dmart , Hypercity , Star Bazar Etc .

PROMOTION

TVHoardingsInternetRadio

News papers Magazines

Animated Cartoon-Brand ambassador

OffersValue Packs

Advertising Sales Promotion

“Bade Kaam Ki Cheez Ab Share

Karo”

“Bade Kaam Ki Cheez Kabhi Bhi Kahi Bhi”

Available At A Store Near You !!!!

Win

Scooby

Gifts

Free Scooby

Tattoos

With Every Pack

A Chance

To Meet

Scooby

And

Friends

Thank you !!!