KIDEE-CARE

.
PRICE
Product Mix
Promotion
Distribution Plan
Segmentation

Targeting
Positioning
Differentiation
PRODUCT
 WHY THIS PRODUCT?
Hygienic factor.
Minimum powder for maximum use.
Economic factor.
What the product does?
Soft skin when applied.
Prevent from allergy.
Long lasting fragrances.
 Helps to Keep baby’s
diaper area soft, smooth
and rashes free.
When and how to use the
product?
After the baby bath.

While changing the diapers.

While taking the baby in an open atmosphere.

 USAGE

 Puff is directly applied to skin.

One single unit should be used on a single

baby.
 BRAND IDENTITY
NAME:- Kidee Care. COLORS:- Blue and
white.

LOGO:-
TAGLINE:-A new
beginning of care
with Kidee care …
 Ingredients
Aloe Vera.

Chitoson.

Fragrance.

Tapioca starch.

Talc.
 SOCIAL MARKETING
By every purchase of one unit Rs,1 will be
directly donated to the charity.
 PRODUCT
It’s physical appearance is powder form.
It is easy to apply.
The product will contain 1 plastic bottle of the
powder which will be the base as well as plastic
puff attached on the top of the plastic bottle.
The products variants will be 200gm, 100gm,
50gm.
PRICING
PRICING OBJECTIVES
DEMAND FORECASTING
PRICING STRATEGY
PRICE OF THE PRODUCT
METHOD OF PRICING
FACTORS AFFECTING PRICING
 PRICING OBJECTIVES
 Consumer satisfaction.

 Sales oriented.
 Demand Forecasting
The Indian baby care market has been witnessing
rapid transformation.
Parents increasing preference to spend more on baby
products will drive the market to new horizons in near
future.
Indian Baby care market , will experience growth over
the next few years .
Rising income level, better product availability and
increasing awareness have significantly transformed
the baby care products industry landscape.
 PRICING STRATEGY

MARKET SKIMMING STRATEGY:-

This is a strategy where a relatively high initial
price is set for a new product.

WHY MARKET SKIMMING???

 Price of the product
KIDEE CARE PRICE COMPETITORS PRICE

 50g-22Rs.  50g-20Rs

 100g- 36Rs.  100g- 34Rs.

 200g- 66Rs.  200g- 64Rs.

 METHODS

Mark-Up Pricing:

It estimates the total cost of producing or

manufacturing a product and then adds a
mark-up or margin that the firm wants

Mark Up Price = Unit cost

(1- return on sales)
 FACTORS

INTERNAL EXTERNAL FACTORS.

FACTORS.
 DEMAND.

 COST OF
 COMPETITORS.
PRODUCTION.
 GOVERNMENT POLICY.
 Place

The product will distributed in:

Delhi,
Mumbai,
kolkata ,
Chennai,
Bangalore.
Distribution Strategy
Manufacturer

DIRECT TO
Distributor RETAILERS
S
A
L
E
S

Retailer G
I
R
L
S

Consumer
 Distribution

Services to distributors
Delivery on time.
Easier terms of payments.
Prompt in responsiveness.
 Facilities to Distribution

 Imparting sales training.

 Creating sales potential through advertising.
ORGANISING DISTRIBUTION

 Speed of delivery.
 Ease of storage/convenience in carrying.
 RETAIL DISTRIBUTION

 Separate counters in department stores.

 Long term contract

 Promotion
The product will be promoted through various activities

The promotion will also be done in various retails formats

Various promo-positions such as End-caps, Pallets, bins will

be kept inside the retail outlets or near the stall of the
product.
 OBJECTIVES

Create awareness among consumers

Highlight quality of the product.
Gain trust of consumers
Impression in the mind of the consumers
 CONSUMERS PROMOTION:-
 Offer free baby care seminars to expectant mothers.

 Discount.

 Loyalty cards.
DISTRIBUTER PROMOTION:-

Volume discount.

Special discount to display the product.

Some rewards are given if the certain amount

is sold in stipulated time period.
Cont…
Rewards:
E.g.:-
5% above target- cash prize.
10% above target- cash prize.
20% above target- foreign trip.
 TEST LAUNCHING of …
We are going to promote product in Mumbai through
various mediums
The product to be launched in Mumbai, Delhi, Kerala,
Bangalore, Kolkatta will be Kidee -Care baby care
product,
The product price will be very economical at Rs.22 only.
 Advertising Campaign
For creating awareness of baby care products among mothers of
newborns following are the ways:-
Print Ads/Baby care magazines.
Offer free baby care seminars/counseling to expectant mothers.

Sponsoring major events held nationally.

Shopping Malls.
Hoardings/Banners and Neon Signs.
Booklets and pamphlets.
 First Month
Television Ads making people aware of our
product.
Advertising campaigns at Malls/Multiplexes
& leaflets distributed.

Second Month
• Television Ads will continue.
• 5% discount will be offered in shopping
malls on purchase of our product.
• Banners put up at theatres, shopping malls
and other strategic places.
 Third Month
Print advertisement will be introduced in third
month.
Ads will be given in Magazines and Newspapers.
Neon signs, bus panels, Mobile Vans will continue
to be displayed.

Fourth Month
• New Print advertisement will be introduced
for television.
• Neon signs & banners will continue to be
displayed at malls.
• Mobile Vans will roaming around/within the
city/region or in an specific area.
 Fifth/ Sixth Month
Print ads and television ads will continue to be
displayed.
Sponsorship will be given to major events and
25% discount will be offered on participation in
events.
Neon signs and banners will continue to be
displayed.
This ad-campaign will continue in the current
as well as in the next financial year also.
 Potential product
A product with Soft Feelin
& Good smell that lasts
LONGER!!

Augmented product
Soft Feeling with Good
Fragrance

Expected product
Talc with good smell

Basic product
Talcum Powder
Core benefit
Freshness of
Baby
 Marketing

Market Segmentation

Market Targeting

Brand Positioning
Market Segmentation
Demographical
Age

22-28 40 & Above

22 - 30
 Market Segmentation
Demographical

Purchase Decision Makers

Working Women Households Maids

 DEMOGRAPHIC

SEX PEOPLE:
INCOME:
Housewives,
For all 10% Maids and working
Female
income male Women.
levels.
 CITIES

MUMBAI DELHI KOLKATTA BANGALORE CHENNAI

 TARGETING
 Identifying the customers and their needs.
Targeting: Household ,working parents
 Hospitals
 Polio booths.
Playgroups and nursery.
Mothers age 22 to 30 yrs.
 OBJECTIVES
 Keep baby’s skin soft, smooth and rashes
free.
Giving baby a healthy skin.
 Targeting
Typical targets is the Households with age-group of
22-30 years &income of all levels.
Purchase decision for Daily usage apply on children
with the age-group of 0 to 3 years of age.
 Buying behavior of Target
Market
• Many remarkable changes have taken place in Indian
consumer buying behavior over the last five years. Some
of them are:
•value sensitive and are not much price sensitive.
•Product offers value
•Features of a product rather than its brand name.
.
Contd..
The attitude of Indian consumers.
To lead a life full of luxury and comfort.
They wants to live in present and future.
The people of metro are open to the idea of consumption
and a better lifestyle.
Increasingly becoming aware of the importance of health
and hygiene.
 Brand Positioning
•The company is trying to position its product in the minds of
the customer as a product, which is baby care oriented as
well as economical & is safe to use. The tag line of baby care
product is “ a new beginning of care with Kidee care”

•A product that keeps child’s skin tender & helps long-lasting

effect.

•Premium product at an afford Price.

•Is basically made with a Indian Women in mind.

 MARKET POSITIONING

“powder with puff is the unique baby care

product in the market even J&J is not
offering the same as one which is offered
by Kidee care company”
“powder with puff for soft and tender skin”
 We are positioning our product as a premium
product because our product has the
following:
Convenience
 special care
DIFFERENTIATION
 DIFFERENTIATION
PRODUCT
FEATURES
PERFORAMNCE QUALITY
DURABILITY
STYLE
DESIGN