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S. R. INTERNATIONALANNUAL MARKETING PLAN
FOR
1st April 2008-31st March 2009
FOR BABY CARE PRODUCTS
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INDEX Introduction
Market Research Marketing Strategy
Consumer Behavior
Market Segmentation
Company Objective
Product Information
Market Comparison
Marketing Budget
Distribution Channel Pricing & Promotion
Advertisement
Expectation
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INTRODUCTION
S. R. International is the first company to launch amanufacturing unit of Baby Products in NaviMumbai; has incorporated as SR Internationalsin fully own subsidiary on 1st April, 2008.
We manufacture Baby hair oil, Baby Shampoo,Baby oil.
Whether you are giving a warm bath full ofgiggles n splashes, or a peaceful, quiet massagebefore bed, SR develops the products that gohand-in-hand with the special moments you havewith your baby.
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Market Research
The baby care market in India is valued at Rs 590 croreand is expected to reach Rs 1,092 crore by 2012
This market consists of baby hair and skin care
products, toiletries and diapers
The hair care market for babies is valued at Rs 25
crore for 2008, and is growing at a CAGR of 5 per cent
The skin care market is valued at Rs 184 crore for
2008 and is growing at a CAGR of 15 per cent
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Market Analysis
The biggest leader in the industry of BabyProducts is Johnson & Johnson
Net income rose 12 percent in the fourth
quarter of 2006, to $307 million, or 47 cents ashare. Excluding a $9 million noncashaccounting charge, profits rose 15.3 percent.Sales in the quarter increased by 11.3 percent,to $3.5 billion. Twelve-month sales rose 10.5percent, to $13.75 billion
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The market is further divided in FollowingsSegments:-
Demographic Segments:-It consists of division onthe basis of age,sex,income.
Geographic Segments A market can bepartitioned by geographic locations. E.g..-In coldareas our major market will be for Baby skin oilproduct apart from other products.
Parental Segment:- This case parents are the onewho will care for their baby. Hence they will bemajor target.
Market segmentation of Consumers
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WHICH SEGMENT TO TARGET ?
PARENTS
OF NEWBORN
BABIES
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PARENTAL SEGMENT
This industry has high competition in parental
segment .
Existing competition in this segment is
JOHNSON & JOHNSON
Probability to sustain in the market in this
segment is high.
Psychological factors can be utilised as a key
tool.
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SWOT ANALYSISSTRENGTHS:-
VISION IS TO PARTNER WITH EVERY MOTHER AROUND THE WORLD TO
PROVIDE HER BABY WITH A HAPPY,HEALTHY START IN LIFE.
MOST PUREST, SAFEST, MILDEST PRODUCT RANGE AS COMPARED TO
COMPETITOR RANGE.
MEDIUM PRICE RANGE.
ORGANISATIONAL ASSETSQUALITY CONTROL SYSTEM.
SUFFICIENT R&D AND MARKETING TEAM
INNOVATIVE DISTRIBUTION STRATEGY
WEAKNESS:-
YET NOT ESTABLISHED AS A RECOGNISED BRAND
NEW IN THE INDUSTRY AS IN EXPERIENCE.
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OPPORTUNITIES:-
1)GLOBAL DEVELOPMENT OF OUR BRAND NAME IN
NEW BORN BABY SEGMENT
2)TO BECOME A LEADER IN THE BABY SEGMENT.
3)TO CONVERT THE CONSUMERS (MOTHERS) BUYING
BEHAVIOUR.
4)TO REACH THE UNTAPPED RURAL MARKET
THREAT:-
MAJOR THREAT IS JOHNSON & JOHNSON AS
THEY HOLDS 60% MARKET SHARE
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PRODUCT INFORMATION
1) Baby Oil :- SR Baby oil contains Aloe Vera extractand vitamin E acetate. It is clinically proven mildfor use on babies. It is light, no-staining oil thatcan be used before bath and for moisturizing
after bath.2) Baby Shampoo:- SR Baby Shampoo does notirritate babys eyes. SR Baby shampoo has
special NO TEARS that is gentle on babies eyes
and does not stings, as gentle as pure water.3) Baby Hair Oil:- SR Baby Hair Oil contains Pro-Vitamin B5.Its skin conditioning helps preventflaking of soft skin from babys scalp. It
nourishes hair roots and strengths the Hair.
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SR Internationals Products
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MARKET COMPARISON
TIME
INTRODUCTORY
PHASE
GROWTH STAGE
SALE
SVOLUME
MATURE PHASE
DECLINE PHASE
PRODUCT LIFE CYCLE
SR
Johnson &
Johnson
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BCG Matrix
High Low
High
Low
Industry
Growth Rate
Relative Market Share
SRINTL
Johnson &Johnson
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MARKETING BUDGET
FUNDS AVAILABLE FOR MARKETING
(Rs 10 crores)
1. More spending on Advertisement(6 crores)
2. Promotions (2 crores)
3. Reserves(2 crores)
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MARKETING STRATEGYDistribution Network
Production
Unit(Kamothe)
Distributor(Nerul)
Sanpada to Panvel
Distributor(Khoparkhairne)
Vashi to Airoli
Other Retail Outlets Other Retail Outlets
Company Owned Showroom
(5)
16 Franchisee covering entire
Navi Mumbai Market
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PRICING
Pricing range of SR Baby oil is valued at
Rs.35/-
Pricing of SR Baby Shampoo is valued at
Rs.50/-
Pricing of SR Baby Hair oil is valued at
Rs.29/-
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ADVERTISING
---via Television
Frequency of advertisement to be aired to be increased.
Selected Channels which are viewed by Youngster and kids.
For e.g Mtv, Cartoon Network, Nickleodeon, Pogo .
---via Radio
Approaching 93.5 Red Fm which is popular among all.
---via Digital Display/Hoardings /News Papers etc.
Digital displays would be put outside Hospitals, schools, Malls,Gardens, Theatres etc.
Hoarding would be placed where it would catch the attention.
Times of India(Bombay times),Hindustan Times(Cafe),etc.
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PROMOTIONS
Discounts and Offers:
1)Introductory offers would be promoted at
discount on Internet and Retail outlets
2)A stand for keeping SR Intl. products to the
retailer would be provided for attractive
display in the shop
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SALES FORCE
Sales
Executives
Regional
Sales
Manager
Sales Head NAVI MUMBAI
VASHI
TO
AIROLI
15 Executives
SANPADA
TO
PANVEL
15 Executives
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EXPECTATION
To gain Sales volume by touching the lives of
atleast 2 million Navi Mumbai Masses.
To decrease the variable and fixed cost.