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MARKETING
PROJECT

New Product Development &

Pricing

CHANGE IS THE ONLY CONSTANT IN

TODAY'S MARKETPLACE

New Product Development & Pricing

Launch of NEW PRODUCT
Members:
Faseeh Ur Rehman
Nousherwan Akbar
Umer Farooq
Muhammad Waqas
Javeria Zia
Ayesha Siddiqui

---------

BAF-07-60
BAF-07-14

BAF-07-39
BAF-07-34
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BAF-07-17
BAF-07-18

Instructor:
Mr. Khurram Javed Paracha

Students of BS A/F (HONS) Session (2007-2011)

Department of Commerce, Bahauddin Zakariya University
www.techshristi.com
Multan

Executive Summary
Report is the practical part of the theoretical subject
marketing of our BS Accounting & Finance (Hons) Program.
The sole objective is to familiarize the students with the
practical manipulation of business organization. This report
has been written to know about the causes that lead to the
launching new Product.
In the first phase of the report there is the general introduction about
the New
Product Development.
In the next part; we took into account the objectives that are
behind this. We illustrate the objective one by one according to
their priority. To understand and specify the objectives is
necessary to understand the variable, which affect this issue.
We define only the key variable. After this we collect the data
from diferent sources and analyze it, interpret it, and show the
diagrammatical representation for easy understanding. More
over this we make some conclusion and ofer our suggestions
for improvements with some limitations that we face. In the
next phase the feasibility report of A.G Detergent with the
SWOT analysis, target market, market segmentation and the
detail of 7ps of marketing mix etc.

Authors

Acknowledgment
We are very thankful to Almighty Allah who has all the powers in the world
and who also give us power to perform the assigned task, which otherwise
we can't perform.

We are great full to Hazrat Muhammad (S.A.W.W) who remains an

example in every aspect of life

We are also very thankful to our parents. We are very thankful to our
honorable instructor Mr. Khurram Javed Paracha for providing us with such
an opportunity to explore the practical aspects of the Marketing that refined
our theoretical concepts and would help us in the practical field.

We are also thankful to all of our respondents especially Mr. Allah Ditta who
co-operated with us in conducting the research and sorting out the cause of
the problem. We are especially thankful to our class fellows who help us
from every aspect.

Table of Contents
Introduction
Major Stages in New-Product Development
Idea generation ...
Idea screening .....
Concept Development and Testing
Product Idea ....
Product Concept .....
Product Image..
Marketing strategy development
Business analysis.
Test marketing.
Commercialization...
Key success factors in New Product Development
Operating Philosophy..
Organization Structure.
The Experience Effect..
Management Style ...
The Product Life C ycle
Product development .
Introduction ...
Growth ...
Maturity..
Decline ...

New-Product Failures
1.
2.
3.
4.
5.

Faulty Product Idea ...

Distribution Related problems ..
Poor Timing of Launch ....
Improper Positioning
Others ...

PRICING
Pricing Objective
Profit oriented goal ..
Sale oriented goal .
Maintain & increase market share ...
Status Quo goals
Pricing Decision
Cost-orientated ..
Demand-orientated
Competitor-orientated

Influences on Pricing Decisions

Company Objective ..
New Competitors ..
Suppliers / Distributers .
Cost
Existing Competitor ..
Customer
Management
Culture
.. Company Market
Stance

Pricing Strategies
Market Skimming
Penetration Pricing ..
Value Pricing ...
Going Rate (Price Leadership) .....
Captive Product Pricing ...
Product-bundle pricing
Promotional pricing .
Geographical Pricing
Contribution Pricing .
Pricing
Variations...
Premium Pricing
Te n wa ys to inc re a s e pric e s wit ho ut inc re a s ing pr ic e

Case Study Self Made

Introduction
What is a new product?

A product that opens an entirely new market.

A product that adopts or replaces an existing product.

A product that significantly broadens the market for an existing product.

An old product introduced in a new market.

An old product packaged in a different way.

An old product marketed in a different way.

Types of new product

Innovative products

New product lines to allow the firm to enter an existing market

Addition to product line to supplement the firms existing product line

Improvements and revisions of existing product

Repositioned products existing products targets at new market

Cost reduction new product that provide similar performance at lower cost

Examples of new products

New to the world high definition TV, iPod, flat screen TV, Probiotic Ice Cream

Product improvement & replacement :SPEED by BPCL

Cost reduction new product: Moser Baer.

New product can be used to

Increase/defend market share by offering more choice or updating older products

Appeal to new segments

Diversify into new markets

Improve relationship with distributors

Maintain the firms reputation a leading edge company

Even out peaks and troughs in demand

Make better use of the organization's resources

Why develop New Product?

To create stars and cash cows for the future

To replace declining product

To take advantage of new technology

To defeat rivals

To maintain/increase market share

To keep up with rivals

To maintain competitive advantage

To fill gap in the market

New product development

In business and engineering, new product development (NPD) is the

term used to describe the complete process of bringing a new product or
service to market.

There are two parallel paths involved in the NPD process:

The idea generation, product design, and detail
engineering; Involves market research and marketing
analysis.
Companies typically see new product development as the first stage
in generating and commercializing new products within the overall
strategic process of product life cycle manage ment used to maintain or
grow their market share.

OR
Development of original products
Product improvements
Product modifications
New brands through the firms own R & D efforts

OR
New product development is a process which is designed to develop,
test and consider the viability of products which are new to the market in
order to ensure the Growth or survival of the organization.

Students of BS A/F (HONS) Session (2007-2011)

www.techshristi.com

Department of Commerce, Bahauddin Zakariya University

Multan

www.techshristi.com

Major

Stages in NPD

There are 7 Stages of New Product Development

IDEA GENERATION

The "fuzzy front end" of the New Product

Development process

Idea Generation is the Systematic Search for New Product Ideas Obtained
Internally From Employees and Also From:

Ideas for new products can be obtained from basic research using a
SWOT analysis (OPPORTUNITY ANALYSIS), Market and consumer
trends, company's R&D department, competitors, focus groups, employees,
salespeople, corporate spies.

IDEA SCREENING

Process to spot good ideas and drop

poor ones

Many companies have systems for rating and screening ideas which estimate:
Market Size
Product Price
Development Time & Costs
Manufacturing Costs
Rate of Return

Students of BS A/F (HONS) Session (2007-2011)

Department of Commerce, Bahauddin Zakariya University
Multan
www.techshristi.com

OR
The screeners must ask these questions:

Will the customer in the target market benefit from the product?
What is the size and growth forecasts of the market segment/target
market? What is the current or expected competitive pressure for the
product idea? What are the industry sales and market trends the product
idea is based on? Is it technically feasible to manufacture the product?
Will the product be profitable when manufactured and delivered to the
customer at the target price?
Then, the idea is evaluated against a set of general company criteria.

Concept Development and Testing

Develop the marketing and
engineering details

Product Idea: idea for a possible product that the company can see
itself offering.
Product Concept: detailed version of the idea stated in
meaningful consumer terms.
Product Image: the way consumers perceive an actual or potential product.
Purposes of Concept Testing

To identify very poor concepts so that they can be eliminated.

To estimate (at least crudely) the sales or trial rate the product would enjoy
(buying intentions, early projection of market share).
To help develop the idea (e.g. make tradeoffs among attributes).

Procedure for a Concept Test

Prepare concept statement

Clarify specific purposes
Decide format(s)
Select commercialization
Determine price(s)
Select respondent type(s)
Select response situation
Define the interview
Conduct trial interviews
Interview, tabulate, analyze

Marketing Strategy Development

Essentially a pattern or plan that integrates your

organization's major goals

Includes development of three part strategy plan

Describes Overall

Describe the markets size, structure, and behavior, the planned

product positioning, and the sales, market share, and profit goals for first
few years.
Describes Short-Term

Outlines the planned price, distribution strategy, and marketing

budget for the first year
Describes Long-Term

Describes the long-run sales and profit goals and marketingmix strategy over time

Business Analysis

Estimate likely selling price based upon competition and

customer feedback

Business analysis is the discipline of identifying business needs

and determining solutions to business problems.
Solutions often include a systems development component, but
may also consist of process improvement or organizational change or
strategic planning and policy development.
The person who carries out this task is called a business analyst or BA
There are a number of techniques that a Business Analyst will
use when facilitating business change & in NPD there are two
important techniques used names MOST & SWOT
MOST

This is used to perform an internal environmental analysis by defining

the attributes of MOST to ensure that the project you are working on
is aligned to each of the 4 attributes.
The four attributes of MOST
Mission (where the business intends to go)
Objectives (the key goals which will help achieve the
mission) Strategies (options for moving forward)
Tactics (how strategies are put into action)

SWOT

This is used to help focus activities into areas of strength and where
the greatest opportunities lie. This is used to identify the dangers that
take the form of weaknesses and both internal and external threats.
The four attributes of SWOT
Strengths - What are the advantages? What is currently done
well? Weaknesses - What could be improved? What is done
badly? Opportunities - What good opportunities face the
organization? Threats - What obstacles does the organization

face?

There come two Conditions after reviewing this analysis

If No, Eliminate Product Concept
If Yes, Move to Product Development

Test Marketing
Involves placing a product for sale in one or more
selected areas

Test Marketing is the Stage Where the Product and Marketing

Program are Introduced into More Realistic Market Settings

In this we also
Produce a physical prototype or mock-up
Test the product (and its packaging) in typical usage situations
Conduct focus group customer interviews or introduce at trade
show Make adjustments where necessary
Produce an initial run of the product and sell it in a test market area
to determine customer acceptance

Commercialization
Considered post-New Product
Development

Commercialization is the Introduction of the New Product into the Marketplace

Must decide on timing (i.e., when to introduce the product).
Must decide on where to introduce the product (e.g., single location,
state, region, nationally, internationally).
Must develop a market rollout plan.
Each successive set of consumers behaves differently
New Product Adoption Process is also known as the Diffusion Process.
The Consumer-Adoption Process/ Innovation diffusion process

Adopters of new products move through five stages

Awareness Interest Evaluation Trial Adoption

Commercialization involves implementing a total marketing plan and
full production
Launch the product
Produce and place advertisements and other promotions
Fill the distribution pipeline with product
Critical path analysis is most useful at this stage

Key Success Factors

in NPD

Operating Philosophy
Organization Structure
The Experience Effect
Management Style

Operating Philosophy

Successful companies are more committed to growth through

new products developed internally.
They are more likely to have had a formal new product process
in place for a longer period of time than unsuccessful companies. They
are more likely to have a strategic plan that includes a certain portion of
company growth from new products.
Organization Structure

Successful companies are more likely to house the new product

organization in R&D or engineering and are more likely to allow the
marketing and R&D functions to have greater influence on the new
product process
The experience Effect

Experience in introducing new products enables companies

to improve new product performance.
New product development costs conform to the experience curve:
The more you do something, the more efficient you become at doing it. This
experience advantage stems from the acquisition of knowledge of the
market
and of the steps required to develop a new product.

Management Style

Successful companies appear not only to select a management style

appropriate to immediate new product development needs but also to
revise and tailor that approach to changing new product opportunities

The Product Life Cycle

There are five main Strategies of PLC

Product development Discussed in Detailed Previously

Introduction
Growth
Maturity
Decline
Not all products follow this cycle
Fads
Styles
Fashions

Introduction

Growth Stage of PLC

Students of BS A/F (HONS) Session (2007-2011)

Department of Commerce, Bahauddin Zakariya University
Multan
www.techshristi.com

Maturity Stage of PLC

Declining Stage of PLC

NEW PRODUCT FAILURE

In this era of tight competition from domestic and global firms the
firm who don't come out with new products are putting themselves at
great risk because their existing products are prone to changing customer
needs, shorter product life cycles, new technologies and increased
competition.
Despite years of research and huge capital being pumped in to
understanding the consumer, making a launch successful is still a difficult
task. The new product largely depends on the product quality and the
marketing tactics of the firm, there are many occasions were the product
failed miserably even after using the best technology and quality the
reason is that the new product is not worth for the customers. The prime
factor for the new product success is - customer value. Value is what the
customer thinks is value.
The major reasons for product failure are:
Faulty product idea

The product often fail because faulty of product idea. A good idea can
revolutionize the market but a bad idea may prove bitter to the firm or it
may backfire
Eg: Polar industries in 1991 launched "COOL CATS" fan -decorated
with cartoon characters meant primarily for children. The fan was priced at
premium; the idea was that children's were increasingly becoming
influencers in purchase decisions and to attract the kids with the cartoon
creatures and to position the product exclusively for kids. The product
failed miserably in spite of its huge advertising budget because when the
fan was put on it didn't have any color effect and the customer did not
justify its premium price.
Distribution related problems

The new product fails if the product is unable to meet the channel
requirements. While developing the product the channel requirements
must be given adequate consideration.

Students of BS A/F (HONS) Session (2007-2011)

Department of Commerce, Bahauddin Zakariya University
Multan
www.techshristi.com

Eg: when NESTLE launched its new chocolates the product and
promotion was ok but the product failed in the distribution side because
the company stipulated the product to be stored in refrigerators.
The product faced two problems in the distribution side because it
meant excluding a number of retail outlets as they didn't have this
facility and secondly the chocolate was not picked by the customers as it
was not
seen upfront in the retail shops. Finally Nestle had to reformulate the
product according to channel requirements.
Poor timing of launch

Too early or late entry into the market is a common cause of failure.
Kinetic Merlin was launched in pune in 1991.It was a 3 in 1 set consisting
of a color television, a stereo with detachable speakers and a home
computer. The product was targeted at the Indian consumers who are fond
of sophisticated gadgets to immediately adopt such an innovative idea but
in reality the idea was too advanced for the customers to digest at that time
because they were not exposed to such type of products before.
Improper Positioning

Positioning means putting the product into the predetermined orbit

Improper positioning may affect the product success.
Eg: Titan Tanishq introduced their 18 carat jewellery and the product
was positioned at elite segment but there was a contradiction as to why
these elite segment should go in for a low carat gold because the norms for
gold in India at that time was 22 carat. The product failed miserably in
retrospect Titan had to introduce 22-carat jewellery
Some Other Reasons for product failure are:
Lack of differential advantage
Poor planning
Technical problems in the product
Competitors fighting back harder than expected
Poor market research
The watchwords for new product success are

RIGHT PRODUCT TO THE RIGHT CUSTOMER AT RIGHT TIME

Pricing
Pricing objectives should flow from and be consistent with
corporate and marketing objectives and the overall company mission these
objectives should be started explicitly because they directly affect pricing
polices and the methods used to be set)

Objectives
Profit Oriented profit goals may be set for the short or long term
.Accompany may select one of two profit oriented goals for its
pricing policy
To achieve a target returns

The pricing objective of marking as much as money as possible is

probably followed more then any other goal. The trouble with this goal
is that some people profit maximization has an ugly connotation
suggesting profiteering, high prices and monopoly.
E.g. Pizza hut
To maximize profit

A profit maximization objective seeks to achieve as much profit

as possible.
It might be stated as desire to earn a high return an investment or more sonly to
change what the method will bear
E.g.
Pizza expert
Pizza hut
Pizza next
McDonalds

Sale Oriented
In some companies managements pricing is focused on sales
volume. The pricing goal may be to increase sales volume or to maintain or
increase the firm's market share
To Increase Sale Volume

This pricing goal of increasing sales volume .The pricing goal may
be to increase volume or to maintain or increase the firm's market share.
To maintain or increase
Most industries today are not growing much if t all and have excess
production capacity. Many firms need added and to utilize their
production capacity more fully and, in turn, gain economics of scale and
better profits

Market share
Many organization seek to gain same specific share % of a market
.The advantage of a market-share price object is that its force a managers
to pay attention to the performance of the competitions. It is usually easier
to measure an argumentation market share than to determine if profit are
buying maximized since market share is a relation measure it is often the
preferred measurement of an argument competitive
E.g.

McDonald,
Coca-Cola
Pepsi

Status quo oriented

To stabilize oriented
Price stabilized often is the goal in industries where
The product is highly standardized (such as steel or bulk chemicals.
One large firm. Such as Phelps Dogs in the copper industry.
Historically has acted as a leader in setting their prices.
To meet competent:
Firm that adopt status quo pricing goals to avoid price competition
are not necessarily passive in their marketing .Quite the contrary! Typically
these companies compete aggressively using other marketing-mix
elements- product. Distribution and especially protion.This approach called
nonprime
competition
Pricing Decisions:
Pricing policies can be established in three ways:
Cost-orientated (the costs involved in manufacturing the product and
then adds on a percentage of the cost as a mark-up in order to set the
price)
Demand-orientated (High demand means high prices low demand
means low prices)
Competitor-orientated (pricing is usually found where a group
of organizations is selling the same product i.e. petrol, finance,
etc.
Customers are happy to pay and accepted the product as the
market price.
Individual firm cannot increase the price and decrease, consequently, loss of
customer and loss of revenue. )

Factors

to Consider When Setting

Prices

Internal Factors Affecting Pricing Decisions

Marketing Objectives
Survival
Low Prices to Cover Variable Costs and Some Fixed Costs to Stay in Business
Current Profit Maximization
Choose the Price that Produces the Maximum Current Profit, Cash Flow or ROI
Market Share Leadership
Low as Possible Prices to Become the Market Share Leader
Product Quality Leadership
High Prices to Cover Higher Performance Quality

Marketing Mix Strategy

Product Design & Quality
Non price Factor
Promotion
Distribution

Cost

Total Cost = Fixed Cost +

Variable Cost

Total Costs

Sum of the Fixed and Variable Costs for a Given Level of Production
Fixed Costs (Overhead)

Costs that dont vary with sales or production levels.

E.g. Executive Salaries, Rent
Variable Costs

Costs that do vary directly with the level of production

E.g. Raw materials
Costs Considerations

Cost Per Unit at Different Levels of Production per Period

External Factors Affecting Pricing Decision

Market & Demand Factor
Competitors Cost, Price & Offers
Other External Factors
Economic Conditions
Reseller Needs
Govt. Actions
Social Actions
Market & Demand Factor

Competition-Based Pricing

And the Rest of the Factors which are mentioned before

Economic Conditions
Reseller Needs
Govt. Actions
Social Actions

Pricing Strategies

Setting the price steps between various products in a product line, based on cost
differences between the products, customer evaluations of the different
features and the competitors pricing
Importance of Setting Prices
Setting the proper price point is instrumental in attracting your target
customer.
Some customers are willing to pay more for a product as long as they feel
they are getting value for their Money.
Most customers however are price-sensitive and are always seeking the
lowest possible price.

Price Determination Process

Skimming pricing strategy

Involves the use of a high price relative to competitive offerings

High price, Low volumes

Skim the profit from the market
Suitable for products that have short life cycles or which will face
competition at some point in the future (e.g. after a patent runs out)
Examples include: Play station, jewellery, digital technology, new DVDs, etc.
Advantages of Market Skimming
The practice of price skimming involves charging a relatively high
price for a short time where a new, innovative, or much-improved product
is launched onto a market

Students of BS A/F (HONS) Session (2007-2011)

Department of Commerce, Bahauddin Zakariya University
Multan
www.techshristi.com

 The objective with skimming is to skim off customers who are willing to
pay more to have the product sooner; prices are lowered later when demand
from the early adopters falls
The success of a price-skimming strategy is largely dependent on the
inelasticity of demand for the product either by the market as a whole, or by
certain market segments

Penetration Pricing
Price set to penetrate the market

Low price to secure high volumes

Typical in mass market products chocolate bars, food stuffs,
household goods, etc.
Suitable for products with long anticipated life cycles
May be useful if launching into a new market
Example: Telenor To attract New Corporate Clients
Advantages of Penetration Pricing
It can result in fast diffusion and adoption. This can achieve high
market penetration rates quickly. This can take the competition by
surprise, not giving them time to react.
It can create goodwill among the early adopters segment. This can
create more trade through word of mouth.
It creates cost control and cost reduction pressures from the start, leading to
greater efficiency.
It discourages the entry of competitors. Low prices act as a barrier to entry
(see: porter 5 forces analysis).
It can be based on marginal cost pricing, which is economically efficient.

Value Pricing

Price Based on Consumer

Perception

Value based pricing, or Value optimized pricing is a business strategy. It

sets selling prices on the perceived value to the customer, rather than on the
actual cost of the product, the market price, competitors prices, or the
historical price
The goal of value-based pricing is to align price with value delivered. Price
for any individual customer can be customized to reflect the specific value
delivered. Examples could include metrics such as number of users,
number of annual transactions, size of revenues, cost savings, or other
measurements. Value based pricing typically enables companies to
become more competitive and more profitable than using simpler pricing
methods.
Price set in accordance with customer perceptions about the value of
the product/service
Examples include Value menus at Fast Food Restaurants

Going Rate (Price Leadership)

Based on Limited
Competition

In case of price leader, rivals have difficulty in competing on price too

high and they lose market share, too low and the price leader would
match price and force smaller rival out of market
May follow pricing leads of rivals especially where those rivals have a
clear dominance of market share
Where competition is limited, going rate pricing may be applicable
banks, petrol, supermarkets, electrical goods find very similar prices in
all outlets

Psychological Pricing

Used to play on consumer

perceptions

To get a customer to respond on an emotional, rather than rational

basis Links with value pricing high value goods priced according to
what consumers THINK should be the price
Example: Rs.99 not Rs.100 price point perspective

Captive product pricing

Products that complement
others

e.g Gillette razors (low price) and blades (high price)

Product-bundle pricing

Sellers combine several products at the

same price

E.g. software, books, CDs.

Promotional pricing
BOGOF e.g. toothpaste, soups, etc

Geographical pricing
Different prices for customers in different
parts of the world

E.g. include shipping costs

Pricing variations
of-peak pricing, early booking discounts, etc

E.g. cash back incentive for expensive goods

Premium pricing
Uses a high price, but gives a good
product/service exchange

E.g. 5 Star Hotels

Ten ways to increase prices without increasing price

By Dr Winkler
P

Revise the discount structure

Change the minimum order size
Charge for delivery and special services
Invoice for repairs on serviced equipment
Charge for engineering, installation
Charge for overtime on rushed orders
Collect interest on overdue accounts
Produce less of the lower margin models in the line
Write penalty clauses into contracts
Change the physical characteristics of the product

A.G Detergent
Idea Generation
New product that we are going to launch is an Anti Germ detergent. The idea
behind this product is that people are very much health conscious and are aware of the
importance of germ prevention. Recently we were conducting a research on brand
preferences in soaps. Our survey based research showed that most people prefer antibacterial soap over other soaps for health reasons. Many people think that Germ
Killing ability is one of the core benefits of soaps.

Market Research
This research triggered the idea that if most people prefer to keep skin germ
free, than it is their latent demand to have a product that keeps there towels, clothes,
bed- sheets etc. germ free. Than we conducted another survey asking people that if we
introduce an anti-germ detergent whether they would purchase it. 80% people said that
they will surely purchase it. Most of them were enthusiastic about the idea of this new
product. This argument convinced them that anti-bacterial soap cannot help to achieve
the goal of germ-free, healthy living. To be truly germ-free you have to keep your
immediate surroundings hygienically clean.
Most of the germs that our body catches come from our contact with clothes,
bed sheets, curtains, pillows and most importantly towels. Towels are made of
materials that are especially receptive to germs. Towels provide suitable place for
germs and their reproduction.Anti-bacterial soaps can kill germs from our body but
when we use towels to dry our body, millions of germs living on it transfers to our body
and hands making us again Germy.

Market segmentation and Targeting

Dividing a market into smaller group of buyers distinct characteristics or
behavior who might require separate products or marketing mix
We are dividing the market geographically, psychographic ally
and demographically.

Geographically
We are dividing the market into major and small cities. Initially, we are
targeting only the big cities like
Karachi
Lahore
Islamabad
Multan
Faisalabad

Demographic Segmentation
We are dividing consumers into 3 classes on the basis of their Income.
Upper Class
Middle Class
Lower Class
But we are targeting the only the upper and middle class

Psychographic Segmentation
We are dividing consumers into these
groups: Innovators
Thinkers
Achievers
These all will buy our product.

Marketing Mix
Now we discuss in terms of marketing mix ----- the set of controllable
marketing tools i.e. product, price, place and promotion, which are blended to produce
the desired response in the target market.

Product
Brand Name

Anti Germ Detergent.

Quality

It is of high quality in cleaning white and colored alike.

i. Superior quality detergent

ii. It salient feature is killing Germs, Bacteria and various types
viruses.
iii. It does not the fibers of the clothes so they give a new look for a
longer time.

Features

Packaging

The product is available in 4 sizes of different weights.

80 gm
200 gm
500 gm
1 Kg

Price
st

We are the 1 ones to introduce an anti-bacterial detergent. So we are in a position to

charge relatively high price than ordinary detergents. If we charge very high price as
compared to other detergents than chances are that most people especially middle class
detergent users, though convinced about the importance of its Germ Killing feature,
will not purchase it. If we charge low price as compared to ordinary detergents than
people may consider that it is an inferior product. So we are introducing it at prices
which are slightly higher than Arial and Surf Excel.
The prices are as follows:
80gmRs. 20
200gm..Rs. 40
500gm..Rs. 85
! Kg ....Rs. 150

Place
Initially, we will make this product available at all departmental stores and
superstores. Once the product gets off to a good start availability will be increased
to other cities and small shops.

Promotion
There will be extensive promotion for the product. All our promotion effort s
will be to persuade people to buy anti-bacterial detergent powder.
We will not have to spend money on creating awareness of the importance of
germ prevention, because the general awareness has been created by anti-bacterial
soap industry.
We will mainly use 3 media type.
1. Electronic Media
2. Print Media
3. Outdoor media

Electronic Media
We will make persuasive commercials and infomercials about our product in
Doctors will be shown explaining importance of Germ-free towels and clothing and
hence the importance of Anti Germ as an anti-bacterial detergent. These Ads will
be presented on TV, RADIO and INTERNET.

Print Media
Ads would be placed especially on women digests and weekly magazines in
which details of the benefits of the product for consumers will be discussed
persuasively.

Out-door Media
The portraits from the TV ad will be placed on bill boards on
centralized locations.