anubhav final project
TRANSCRIPT
-
8/4/2019 Anubhav Final Project
1/23
-
8/4/2019 Anubhav Final Project
2/23
PRODUCT LIFE CYCLE:
Like human beings, products also have their own life-cycle. Frombirth to death human beings pass through various stages e.g. birth,growth, maturity, decline and death. A similar life-cycle is seen inthe case of products. The product life cycle goes through multiplephases, involves many professional disciplines, and requires many
skills, tools and processes. Product life cycle (PLC) has to do withthe life of a product in the market with respect tobusiness/commercial costs and sales measures. To say that aproduct has a life cycle is to assert four things:
that products have a limited life,
product sales pass through distinct stages, each posing differentchallenges, opportunities, and problems to the seller,
profits rise and fall at different stages of product life cycle, and
products require different marketing, financial, manufacturing,purchasing, and human resource strategies in each life cycle stage.
-
8/4/2019 Anubhav Final Project
3/23
1. Market introduction stage
costs are high
slow sales volumes to start
little or no competition
demand has to be createdcustomers have to be prompted to try the product
makes no money at this stage
2. Growth stage
costs reduced due to economies of scale
sales volume increases significantly
profitability begins to risepublic awareness increases
competition begins to increase with a few new players in establishing market
increased competition leads to price decreases
-
8/4/2019 Anubhav Final Project
4/23
3. Maturity stage
costs are lowered as a result of production volumes increasing and experience curve
effects
sales volume peaks and market saturation is reached
increase in competitors entering the market
prices tend to drop due to the proliferation of competing products
brand differentiation and feature diversification is emphasized to maintain or
increase market share
4. Saturation anddecline stage
costs become counter-optimalsales volume decline or stabilize
prices, profitability diminish
profit becomes more a challenge of production/distribution efficiency
-
8/4/2019 Anubhav Final Project
5/23
THE PRODUCTS! ;
HIPPO
MARUTI SX4
NOVO-PHANE
-
8/4/2019 Anubhav Final Project
6/23
HIPPO
Mumbai, February, 2010 -- Having completed anationwide rollout since its launch in June
Hippo calls itself " Delicious BakedMunchies ".This baked wheat based munchy is neither apotato chips nor a biscuit, but something inbetween ( source Business India). The munchiesare available in Pizza flavor,Chinese Manchurian,Hot N Sweet, Thai Chilly , Yoghurt Mint Chutney
and Indian Chatpatta. The brand is priced at Rs10 per pack.
Hippo is being positioned as a hunger- killer. Thebrand wants to be a guilt-free snack for hungermoments. The brand is banking on twoproperties - made from wheat and free ofMSG &
GMO to prove its healthy snack claim.
-
8/4/2019 Anubhav Final Project
7/23
Stage in PLC and strategy
Being launched in February this year, HIPPO is in the firststage in plc. Parle- agro has come up with a promotionalcampaign.
With social consciousness high on the company agenda,HIPPO's first ad is a light-hearted and satirical take on anissue with social relevance. The TVC is based on the beliefthat hunger is the root cause of evil - therefore kill hunger,kill evil. The campaign highlights the evils of society beingresolved by offering HIPPO in situations of conflict,thereby restoring cheer, goodness and happiness amongstpeople. The entire film is seen through the eyes of Hippo,the brand mascot who is on a mission to make the world ahappier place by fighting hunger. Throughout the film,
Hippo relentlessly fights tribulations such as terrorism,child labour, violence and adulteration by offering HIPPOmunchies to people. The line in the TVC, "Hippo ka mannahain ki duniya mein harr buraayi ki jadd hain bhook. Tohplease, bhooke mutt raho"
-
8/4/2019 Anubhav Final Project
8/23
Continued from last page
Speaking on the ad campaign, Nadia Chauhan, Joint Managing Director &
CMO, Parle Agro, said, "With the new TVC for Hippo, we have attempted
to move away from category norms. Hippo doesn't want to be a me-too
brand in a category cluttered with frivolousness in its communication.
The brand also chose a different way to communicating its positioning tothe consumer . The brand is trying to tell a story. The story is based on the
premise that ' Hunger is the root cause of all evil. So the brand motto is '
fight hunger, fight evil'. The brand has adopted the mascot Hippo who is in
the forefront of eliminating hunger and thus eliminating evil. Hippo has
the tagline " Hippo Fights Hunger ".
-
8/4/2019 Anubhav Final Project
9/23
PRODUCT USP
. The snack aims to bridge the gap in the branded snack market, which isvalued at over Rs. 6500 crores and is growing at an annual rate of 25 percent.The media for the snack will include a mix of Above-the- Line (ATL) and Below-the-Line (BTL) activities.
Speaking about the foray into snacks, Nadia Chauhan, Joint Managing Director
& CMO, Parle Agro, stated, We entered the foods segment in 2007 withconfectionery. With Hippo, our aim is to diversify further by adding snacks toour portfolio. This is a significant step for us as we move closer towards beinga complete foods and beverages player.
The media campaign to drive visibility for Hippo will include a mix of ATL andBTL activities. Since Hippo is initially being launched regionally, the focus on
BTL activities will be higher and ATL activities will start by August. Promotionalactivities at the consumer level, outdoors and sampling activities for the brandwill start by end of June.
The mascot for the snacks is a character Hippo. The mascot is based on thebelief, that the world will be a happier place if people were not hungry.
-
8/4/2019 Anubhav Final Project
10/23
Competition andproduct
differentiation: Indian snack-foodmarket growing at 25% p.a is witnessing marketing fight
worth watching. The players are trying every tricks of the trade. This intensemarketing competition has expanded themarket and also creatednewsegments.One such new segment is the healthy snack segment.Marketers were aware of the gradual trend among consumers towardshealthy foods.
The healthy snack segment in the Indian Snackmarket has got a big boost inrecent times with the launch of Aliva brand by Pepsico andMonaco SmartChips by Parle. Earlier, Lays tried its hand by launching a low-calorie versionto counter Bingo's claimof'bakednot fried'proposition. The high profilecampaignofMonaco Smart Chips featuring Aamir Khan
Hippo calls itself " Delicious BakedMunchies ". This baked wheat based
munchy is neither a ptato chips nor a biscuit, but something in between (source Business India). The munchies are available in Pizza flavor,ChineseManchurian, Hot N Sweet, Thai Chilly , Yoghurt oMint Chutney and IndianChatpatta. ut the spotlight on the healthy angle of snacks.
-
8/4/2019 Anubhav Final Project
11/23
MARKET POSITION : Parle Hippo is living up to its name. Sensing a large-
sized opportunity in the healthy snacks market postHippo, competitors are clamouring to make theirpresence felt on the health plank.PepsiCo is already present in the segment throughAliva where more innovations are being lined up.
Now, ITC is gearing up to launch 5-6 products and
even Haldirams is planning to jump on thisbandwagon.
Though Aliva and Hippo arrived in the marketaround the same time last year and both seem to bedoing well, the positioning of healthy namkeensremains a grey area.
Nadia Chauhan, Parle Agros jointMD, said, Hippois not a potato-based snack; it uses wheat and isclearly based on the health plank. But we are notlooking at a niche positioning and would betargeting the entire Rs 6,500 crore branded snacksmarket with Hippo. Even our pricing supports reachto a larger segment of consumers.
Accordingly, Hippo is neither positioned normarketed as a healthy snack or brand.
-
8/4/2019 Anubhav Final Project
12/23
MARUTI SUZUKI SX4
August 13, 2010:-Maruti has come up with a CNG fitted Maruti SX4
variant in India to win hearts of mileage conscious car lovers. The
car has been equipped with advanced CNG factory fitted kit which
promises overall engine peSX4 rformance to be higher, especially
the mileage and power. The is priced at Rs 7.47 lakh (ex-showroom).
The kit comes loaded with i-GPI technology that is safe, reliable,
clean, responsive and environment friendly.
January 2009 - Maruti Suzuki, the number one car maker in India is
planning to launch a diesel version of its popular car Maruti SX4with a 1.6 diesel engine. The car is expected to be launched by
2011. The diesel version of its Swift and Dzire are already very
popular in India and the company hopes to see the same success
withMaruti SX4 diesel. The diesel variant of the SX4 will be pitted
against the likes of Ford Fiesta, Honda City, Hyundai Verna and Fiat
Linea.
-
8/4/2019 Anubhav Final Project
13/23
CONTINUIED FROM LAST PAGE
India's largest passenger car manufacturer launchedthe new variant of its popular sedan model Maruti
SX4 in India which meets latest BS IV emission norms.
The newer version ofMaruti SX4 is packed with
newer generation BS IV compliant petrol engine.
Maruti has also launched two variants ofMaruti SX4
which is packed with the automatic transmission
gearboxes. The newly launched variants ofMaruti
SX4 are much more stylish than its earlier variants
and feature honey-comb front grille that makes its
front appearance more aggressive. Some other newly
added features that make Maruti SX4 more luxurious
and stylish are its dual tone beige dash board, 10-
spoke stylish light weight alloy wheels, and wooden
finish panels. The exterior of this car is almost the
same as its older version but the interiors ofMaruti
SX4 have been revamped with exciting new features.
All variants ofMaruti SX4 are priced in the range of Rs
6.68 lacs to Rs 8.35 lacs (as ex-showroom prices in
New Delhi).
-
8/4/2019 Anubhav Final Project
14/23
PRODUCT USP
Maruti SX4 has always been a safe bet and a preferred choice among the long list
of cars in its segment. Presently the New Maruti SX4 is available in five speed
manual transmission and 4 speed automatic transmission (ZXI, ZXI Leather). The
EPS type of steering wheel and the chassis ofMaruti SX4 is believed to be very
powerful. Style and comfort have been kept as the two important pre-requisites of
Maruti SX4 while designing it. Coupled with this muscular body and very appealingdynamic exteriors, Maruti SX4 seems a popular car among Indian buyers.
Moreover European design trends gives Maruti SX4 a sporty look which gives it a
debutante look.
With a 16V DOHC VVT type engine, the Maruti SX4 possess four cylinders with 16
valves with a piston displacement of1586cc. The car is capable of delivering amaximum power output of104.68 PS at the rate of 5500rpm. Moreover the car
can deliver a maximum torque of145 Nm at the rate of 4100rpm. Maruti SX4
incorporates five speed manual transmission and 4 speed automatic gearbox. The
car has front ventilated disc and drum type at the back. With a seating capacity of
five people along with a 50 litres fuel tank capacity, this car is highly capacitive.
-
8/4/2019 Anubhav Final Project
15/23
FEATURES AND PRICE
Maruti SX4 comes also with much-desirable comfort features like single zone auto AC, heater,climate control, front door and front back seat pockets, center room lamp etc.
Interiors of the car feature day/night rear view mirror, passenger vanity mirror, driver's ticketholder, accent rear and front door trims. The instrumental panel of the Maruti SX4 has addedfeatures like tachometer, speedometer with illumination control, switch illumination color,information display (temp, clock); other interior features include head light levelling, integratedstereo and a stereo remote.
Exterior of the Maruti SX4 includes tubeless tyres, alloy wheels, full wheel cover, body colouredbumpers, body coloured side moulding, body coloured outside door handle, high mount stop lamp,front fog lamps and rear fog lamps. Considering the safety of the car, airbags for the driver andfront passenger, 3 point rear seats belt and two lamp belts, rear door of the car with child lock,front seat belts (height adjustable), side impact protection beam and iCATS have been added inMaruti SX4.
NowMaruti SX4 is available in five variants; Vxi and Zxi, Zxi Leather, ZXI AT, ZXI AT Leather along
with Maruti SX4 Zxi with Leather BS-III,Maruti SX4 Vxi BS-III andMaruti SX4 Zxi BS-III. All variants ofMaruti SX4 are available in seven different colors.
Maruti SX4 Price
Like25 Rs 7,30,382* - Rs 9,05,996*
-
8/4/2019 Anubhav Final Project
16/23
STP Segmentation
AgeGenderIncome
Targeting
Age group 25-40MaleManagers, entrepreneurs,
professionals (5-6 years work ex)
People looking to upgrade from 2-wheeler/compact car to mid-size(Premium Car) segment
Income (> Rs.40000) Positioning
Sporty PerformanceCrafted for comfortLoaded with GizmosEngineered for Safety
-
8/4/2019 Anubhav Final Project
17/23
SWOT
Strengths
Design & StylingPerformanceComfort & Safety FeaturesValue for moneyBrand name
Weaknesses
(Not so well-known in this
segment) Comparatively less mileage
Opportunities
Growing A3 segmentIncreased consumer spendingNo close c
Age
GenderIncome
Targeting
Age group 25-40MaleManagers, entrepreneurs,
professionals (5-6 years work ex) People looking to upgrade from 2-
wheeler/compact car to mid-size(Premium Car) segment
-
8/4/2019 Anubhav Final Project
18/23
MARKET POSITION
Record Success Last year
Market Leader in small-
size segment
Booming A3 segment
15% share in A3 segment
Baleno reached Maturity
phase of its PLC
Introduction of new
product Maruti SX4
-
8/4/2019 Anubhav Final Project
19/23
NOVO-PHANE
Launched in 25th Feb08, it is apharmaceutical product which focusesonRoot to tip Hair and NailNourishment
It promises to provide The completenutritional supplement for Hair andNail
Enriched with-
Sulphur amino acids-Cysteine and
Methionine Biotin (Vit H)
Vit B Complex
Trace elements and minerals
-
8/4/2019 Anubhav Final Project
20/23
NOVO-Phane
Key Differentiating Points
Offers much more than plain biotin and otherbiotin combinations (Unique combination )
International acceptance which offerscomplete supplementation to the hair and
Nail
-
8/4/2019 Anubhav Final Project
21/23
Brand Positioning
Unique combinationof biotin and sulphuramino acids whichprovides mostcomplete hair and
nail health formulawith added advantageof vitamins and traceelements (Iron, Zincand Magnesium) and
intended as adjuvantfood supplement fortransitory hair lossand quality of nails
-
8/4/2019 Anubhav Final Project
22/23
SWOT ANALYSIS
Strength
Complete combination with additional benefits of Vitamin B
complex, minerals and trace elements
International appeal
Weakness
Late entry in the market
Opportunity
Increasing Acceptance of biotin and its comb
Increased awareness amongst patients
Threat
Introduction of newer formulations with better product profile
-
8/4/2019 Anubhav Final Project
23/23
COMPETITION
Market worth 13 crores
The first entrant Essvit is stillthe brand leader with amarket value of 4cr , howeverits growing at only 3 %
Two Biotin comb brandslaunched in 2007
We can clearly see a shifttowards combination brands
Brands with differentialpositioning providingaspirational values otherthan a problem solutionapproach, have been able tocreate an impact