A strategic marketing management report includes the identification of grey areas behind the failure of a product, development of new strategies and prepare a perfect relaunch of a product i.e. a Mosquito Repellent lotion - Inseguard
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A Product Relaunch Report
1. Marketing is not an event, but a process . . .
It has a beginning, a middle, but never an end, for it is a process.
You improve it, perfect it, change it, even pause it.
But you never stop it completely.
MARKETING
- Jay Conrad Levinson
3. Introduction
⢠The presentation is about Re-launch of Inse-
Guard a mosquito repellent lotion by PeriDot
Products (Pvt.) Pakistan.
⢠We will Take you through
â Introduction of the company its products.
â Reasons for Failure of Inse-Guard.
â Re-launch.
4. Introduction of PERIDOT PRODUCTS
(PVT) LIMITED
⢠Company Name: PERIDOT PRODUCTS (PVT)
LIMITED
â (Formerly: Sara Lee Kiwi Pakistan (Pvt) Limited)
⢠Peridot Products (Pvt) Limited, is owned by
Gulistan Group of Companies one of the
biggest leading textile group of Pakistan.
5. Introduction of PERIDOT PRODUCTS
(PVT) LIMITED
⢠COMPANYâs LOCATION AND MANUFACTURING
FACILITIES
â Head Office:
⢠Lakson Square, Building No. 3, Sarwar Shaheed Road,
Karachi
â Third party Manufacturing Facility
⢠Backup Innovators
â S.I.T.E. in Karachi
6. MISSION STATEMENT
PERIDOT PRODUCTS
Create critical mass by acquiring bigger slice
of market share of existing product range
in a highly competitive market of
Pakistan.
9. INSE-GUARD Product Attributes
Product INSE-Guard
Appearance Clear Liquid
Fragrance Floral smell of solvent
Shelf Life 12 Months
Packaging 60 ml plastic flip top open bottle
Storage Room temperature
Safety & Health ⢠Inflammable liquid
⢠Safe on Human Skin
⢠Avoid contact with eyes
10. Continuation / Discontinuation of
INSE-GUARD
⢠Based on the following points, we can
easily conclude that INSE-GUARD is a failure
product:
â Unsalable product.
â Least or negligible off take.
â Stock still full in warehouse.
â Complains from customers regarding product.
(size, cap)
11. Reasons for product failure
⢠Lack of Advertising techniques
⢠ATL Activities
â Less frequency of TVC
â Printed Adv just in Punjab paper (NAWA-E-
WAQT)
⢠BTL Activities
â Just POS promotion:
Âť Stickers / Posters, Mobile Hangers, Shelf
talkers
14. Brand Share
percentage
Source
MOSPEL 70% Abbott Laboratories
OFF! 10% S C JOHNSON
Miscellaneous local & imported products 20%
Total 100%
Reasons for product failure
⢠Imprecise Positioning in market
⢠Not sure about challenger or follower
15. Reasons for product failure
⢠Lack of consumer Awareness
⢠Not much benefits for retailers
⢠Ineffective monitoring of distribution
⢠Delayed Launch (November)
⢠Opportunity Lost (Dengue break through)
16. TVC of INSE-GUARD
⢠Ab Aaya Naya INSE-GUARD, Mosquito
Repellent
⢠Machar Laakh Chahy par Kaat na paaye
⢠AAB MILI DENGUE OR MALARIA SE
MUKAMMAL NIJAAT
⢠Dheemi Khushboo, Taiz Asar âŚ!
INSE GUARD
18. SWOT Analysis
⢠Strength
â Brand name depicting its purpose.
â Additional Mildly Perfumed feature.
â The only Mildly Perfumed Mosquito
Repellent available in market.
â Competitive Price.
â Positive balance between Image &
Affordability to ensure its leading
position in terms of âValue for
Moneyâ in the Low Segment.
â Attractive appearance with easy flip
top open.
⢠Weaknesses
â Lower image ratings due to nil
consumer awareness.
â Non availability of product Vs.
competition.
â Weak and uncontrolled distribution
â Less A&P activities compared to
competitors.
â Less product life on shelves.
â Packaging weaknesses
⢠Bottle Size & Transparency
⢠Flip top Malfunctioning
19. SWOT Analysis
⢠Opportunities
â Introduction & Acceptance of new
products under same brand range
extension in household insecticides
through proper marketing.
â Growing trend of share/ sales in
household insecticides category.
â Increasing consumer awareness
about diseases caused by mosquito.
⢠National TV campaign against Dengue
⢠Threats
â Myriad of local & imported brands
available in market.
â Extensive A&P of Market Leader
â Bargaining power of distributers
20. SWOT Analysis
SO
Associate the fragrance factor with
safety from malaria and other
disease to get the advantage of
increased consumer awareness
WO
Increase A&P activities to increase
brand recognition which will help in
Building brand equity.
ST
Focus on trade relationship with
distributors and retailers to support
INSE-GUARD & build up
communication for future plans.
Strength Weakness
OpportunitiesThreats
WT
Maximize market penetration by
given trade discounts on bulk
purchase to retailers.
21. Marketing Mix
⢠Product
â Objectives
⢠New improved packaging
â Resize the bottle to accurate 60ml
â Issues with the flip top cap will be resolved at manufacturing end
â Strategy
⢠Ensure price maintenance as of competition.
⢠Achieve brand superiority over competition.
â Future Plans
⢠More SKUâs of INSE-GUARD
â Pocket size bottle (30ml)
⢠Explore demand for product range
â Wet tissues
â Candles
â Liquidator
22. Marketing Mix
⢠Price
â Objectives:
⢠Penetrate market with a competitive price , lower than most
competitors.
Brand Bottle Size Price
Abbottâs
Mospel
50 ml PKR 85/=
Johnsonâs
OFF!
50 ml PKR 85/=
Peridotâs
Inse guard
60 ml PKR 75/=
23. Marketing Mix (Price) Contâd
â Strategy:
⢠PENETRATION PRICING STRATEGY
⢠To become a low cost provider in mosquito repellent
category and at the same time maintaining the
differentiation.
⢠Sustain price by utilizing less costly value chain
activities.
24. Marketing Mix
⢠Place/Distribution
â Objectives
⢠Increase distribution of Inse-Guard Mosquito Repellent in urban/
rural areas of country with a major focus on urban areas of
Pakistan.
â Strategy
⢠Trade/ Wholesale Promotions and Retailer Loyalty Programs to
enhance trade recommendation and support.
⢠Special Promotions/ Trade Discounts for urban/ rural wholesalers
to support distribution improvements.
â Future Plans
⢠Specific budget will be planned separately for trade support to
enhance and sustain distribution levels
25.
26. Distribution of INSE-GUARD Mosquito Repellent lotion
Distribution
EXPORT LOCAL
DISTRIBUTORS
WHOLE SELLERS RETAILERS
Consumers
27. Marketing Mix
⢠Promotion
â Objectives
â To identify the correct target market.
â To effectively communicate Inse-Guard to target
consumers.
â Strategy
⢠Frequency marketing strategy will be used to create a
recognition for INSE-GUARD on all type of media.
â ATL Activities
Âť Frequency of 10 sec TVC and Radio
Âť New Tag line
Âť Colored Printed Adv in Jang and Dawn
⢠BTL Activities
â POS promotion:
Âť Stickers / Posters, Mobile Hangers, Shelf talkers