Team GSK

S

MorpheusPre-AssignmentPresented by :-

Team GlaxoSmithKline

The Product

A reusable toothbrush for the rural market.

Packaged with a primary bristle and two additional bristles.

Easy to use.

Extra bristles sold separately from the primary product.

The head of the toothbrush will include two different lengths of bristles, each length having its own responsibility. The longer outer bristles will clean around the gum line, and the shorter bristles clean between the teeth.

Padding on the handle end of the toothbrush to massage the gums and on the other side tongue cleaner.

The Toothbrush Industry

Negligible brand loyalty.

Cost and convenience sensitive.

Sizeable portion of the population does not use a toothbrush.

Few substitute products.

Awareness required in the rural market.

Rs. 715 crore (annual) industry.

Secondary Data Analysis

A consumer attitudes survey conducted recently by the Indian Market Research Bureau (IMRB)

Only 51 percent of people in the survey brushed their teeth with a toothpaste and a toothbrush

Only 28 percent brushed their teeth twice a day

Nearly 34 percent believed that brushing once a day was more than enough. 

Product

Wood-based

Plastic based

Product

The product are differentiated in to two segments that is Rural offerings(Plastic based and wood based)

Price

PRICE

Rs.20 for the initial package with additional bristles for Rs. 5 each.

The pricing has been set using the rural mindset in place

The premium wood handle based toothbrush would be sold at Rs.40 with the additional bristles at Rs.5 ( an environment friendly product)

Vision

To create a value based business environment which promotes highest levels of customer satisfaction

To Achieve customer loyalty in rural as well as urban markets

Mission

“To be the beacon of change in the ever-growing Oral-Healthcare industry in India by providing quality and environment friendly products”

USP

Environment friendly, Cost Effective and user friendly at the same time

TAGLINE

“It’s just not any toothbrush”

Break-even Point

Unit Sales over first 5 year

Expected Sales Growth rate be 50 % for tooth brushes and 40 % for bristles

Brushes Revenue Bristles Revenue Total

10,00,000 2,00,00,000 20,00,000 40,00,000 2,40,00,000

15,00,000 3,00,00,000 28,00,000 56,00,000 3,56,00,000

22,50,000 4,50,00,000 39,20,000 78,40,000 5,28,40,000

33,75,000 6,75,00,000 54,88,000 1,09,76,000 7,84,76,000

50,62,500 10,12,50,000

76,83,200 1,53,66,400 11,66,16,400

Break-even Point

Let the Expenditure be Rs. 3,00,00,000 for the first year and it increases at the rate of 35 % year

Expenditure

3,00,00,000

4,05,00,000

5,46,75,000

7,38,11,250

9,96,45,187

Break-even Point

Total Revenue Expenditure Breakeven point

2,40,00,000 3,00,00,000 -60,00,000

3,56,00,000 4,05,00,000 -49,00,000

5,28,40,000 5,46,75,000 -18,35,000

7,84,76,000 7,38,11,250 46,64,750

11,66,16,400 9,96,45,187 1,67,71,213

Market Research

Market Penetration

Building networks

Seminars/Melas

User Identification

Calls to Actions Setting Due Dates

Social Media

Goals Formulating Operational strategy

Starting with the Promotional Plan

Email Campaign

Other Marketing Initiatives

MARKETING PLAN

Viral marketing

Twitter

Facebook

Google+

Grassroots marketing - tapping into the collective efforts of brand enthusiasts(making webinars to make people aware people of our products in the urban areas)

Presence Marketing

Creating a buzz amongst rural masses through Mela’s

As well as creating buzz through environment based initiatives

Work shops and Melas /Astroturfing

To be held in various parts(Rural and Urban) of the country to start with in the states of Maharashtra and Karnataka

Rural areas seminars on the importance of tooth brushes and on oral healthcare

Urban areas on the need for detachable tooth brushes

Disguising company messaging as an authentic grassroots movement

Competitive Analysis

Established products like Oral-B and Colgate are present in the markets

Colgate relies on economies of scale and is transcending to the “Pull Strategy”

Oral-B still is still sticking to the push strategy

THANK YOU