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Presented By:-
Business Development MangerPriyanka Thakur
Market research manager
Rajisha Nair
Brand and advertising Manager Sreelaxmi Iyer
Sales Promotion Manager
Rohini Choraghe
Sales and distribution manger-Rajiv Mali
Finance Manager
Anjali Gupta
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Company Information Name of company:Nutrihouse
Location : Lower parel
Production site : Ulva
Logo :
Slogan : Commit To Be Fit.
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To understand our customers' needsand recognize market opportunities to
be able to distinguish ourselves in the
market of healthcare industry.
Grow a diversified global business.
Deliver more products of value.
To offer people nutritional support
and benefits that can help them attain
and maintain excellent physical health
during all phases of life.
Our Mission :
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Our Vision :
Vision is focused on attaining
leadership in the areas of business,
customer and people.
To create a better future everyday.
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Calcium:
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Daily requirement
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Does everyone need to take
calcium supplements? Due to current processing
and manufacturing
processes.
Absorption of calcium by
body is only 30%.
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Importance ofcalcium for
woman: Function in bone
development.
Mature women needcalcium to prevent
break down of bone.
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How much does a woman
needAge Calcium intake in mg.
11-24 1200-1500
25-50 1000
Pregnant woman 1200-1500
Older than 65 1000-1500
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SalesPromotion
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Advertising to Sales
Promotion ratio- 50%-50%
Consumer promotion Trade promotion
Sales- force promotion
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Customers Who is targeted - College girls
Objective - Building Product
Awareness and Creating Interest
When Before Product launch Strategy - Organizing a event at
SNDT college, Sophia college and
other colleges where the free trailsamples along with info-pamphlet
would be given.
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Customers
Who is targeted- Office goingwomen's
Objective- Building Product
Awareness and Creating Interest
When Before Product launch
Strategy Providing free samples
along with info-pamphlet in
canteens and at drinking water
counter.
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Customers
Who is targeted- House wives
Objective- Building Product
Awareness and Creating Interest When Before Product launch
Strategy Providing free samples
along with info-pamphlet insupermarkets.
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Customers
Who is targeted - Girls and Women Objective - Providing Information
When-After the launch of product
Strategy- Having a seminar on womenhealth where information about Calday
will be given along with its benefits.
The discount will be given on product.A website will be launched to solve
customer queries
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Customers
Who is targeted - Potential buyers
Objective - Stimulating Demand
When Introduction phase Strategy Through vigorous
advertising and making Calday
available in near by retail shops.
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Customers
Who is targeted Potential Brand
loyal consumers
Objective - Reinforcing the Brand When- Introduction and Growth
phase
Strategy - To provide Discountcoupon for regular health checkup
on each bottle of calday
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Customers
Who is targeted-New buyers and
Brand loyal customers
Objective - Target significant marketshare
When Growth phase
Strategy Get the chance to meetbrand ambassador, other contest to
attract new buyers
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Customers
Who is targeted- Rural womens
Objective- To penetrate rural market
When-At growth and maturity stage Strategy- Providing calday in Mahila
sabha and making them aware about
importance of their health.
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Retailers
Who is targeted- Malls,
Supermarkets and few retailers
Objective- Persuading to keepCalday
Strategy- Giving extra profit
margin
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Who is targeted - Retailers
ready for promotion
Objective - Offsetting
competitors promotion
Strategy Displays racks
would be given where
calday could be placed.
Retailers
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Retailers
Who is targeted Profitable shops
Objective - To encourage retailars
to carry more units. Strategy Giving extra goods on
purchase of perticular units of
calday.
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Retailers
Who is targeted High sellers
Objective - Building brand loyalty
Strategy Organizingentertainment event for them
where new products of the
company could put for display.
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Sales force
Who is targeted Sales people
Objective -Achieve forecasted sales
Strategy- Giving them incentives forachieving extra sales
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Sponsorships
Who is targeted Everyone
Objective To create awareness and
good perception When Growth stage
Strategy To sponsor Miss India
contest.
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Pushor Pull
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Cost Statement fora 10g
sachetParticulars Cost per unit (Rs)Raw material cost 1
Direct labour 0.40
Direct expenses 0.20
PRIME COST 1.6
Factory overheads 0.8
FIXED COST 2.4
Administrative overheads 0.75
COST OF PRODUCTION 3.15
Selling & Distribution overheads 1
TOTAL COSTS 4.15
Profit 0.5
Wholesaler (0.2%) 0.10
Retailer (0.5%) 0.25
SELLING PRICE 5
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Raw materialcost500g- amul skimmed milk powder- 115 Rs.50g black berry cocoa powder - 40 Rs
1kg CaCO3 -50Rs/4000mg
5000 iu of Vitamin D340 Rs
10 G SACHET - 500 mg elemental calcium= material cost= around 1rs/unit
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Analysis ofcost statement(in percentage)
Profit on Selling Price = 0.5/5 = 10% Total cost spent on Direct cost = 1.6/5
= 32%
Total cost spent on Factory overheads = 0.8/5
= 16% Total cost spent on
Admin overheads = 0.75/5= 15%
Total cost spent on Selling &
Distribution overheads = 1/5 = 20%
32% - Core product &
20% - Selling and Distribution overheads
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state Person female
India 1,027,015,247 49,57,38,169
Thane 8,128,833 37,51,027
Mumbai 8,587,561 38,84,800
Mumbai(suburban) 3,326,837 14,51,696
Raigarh 2,205,972 10,89,151
Total
(of above 4 cities) 1,01,76,674
http://www.educationforallinindia.com/page163.html
Age group Population Percentage
All Ages 1,028,610,328 100.0
0 - 4 110,447,164 10.7
5 - 9 128,316,790 12.5
10 - 14 124,846,858 12.1
15- 19 100,215,890 9.7
20 - 24 89,764,132 8.7
25 - 44 284,008,819 27.6
45 - 64 139,166,661 13.5
65 - 79 41,066,824 4.0
80+ 8,038,718 0.8
Less Than 18 422,808,543 41.1
Less than 21 492,193,906 47.9
Age no stated 2,738,472 0.3
Source : C2 and C14 Table, India, Census of India 2001.
49.2% is
in
15-64
age
group of
female
http://censusindia.gov.in/Census_And_You/age_structure_and_marital_status.aspx
48%-
females
in India
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Sales Forecast Time duration :- 1year
Area:- Mumbai
Estimated sales units/day in mumbai = 1lakh units
Selling price/unit=Rs.5 per sachet
Estimated sales revenue /day=Rs.5lakhs Number of sachets to be
consumed in a month =20 units
Estimated sales revenue
for the month = 5,00,000 x 20= 1 crore
Estimated sales revenue
for a year = 12 crore
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BEP Approximately BEP will be achieved after a
year.
New Delhi: Indias nutritional supplement
market is expected to more than double in
the next four years at over Rs9,500 crore, a
study said.
here are certain issues such as lack of
awareness and no regulations, which need to
be sorted out and if these issues are sorted
out, the total market for these products inIndia can go up
http://www.livemint.com/2009/09/102004
07/Nutraceutical-market-in-India.html
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Selling and distribution overhead
Particulars Amount/unit
(in Rs.)
Selling
Advertisement budget 80 lakhs
Sales Promotion 80 lakhs
Events
Growth phase strategiesPublic relation
Direct marketing
Personal selling 60 lakhs
Distribution
Distribution overheads 20 lakhs
Total selling and distribution overhead 240 lakhs
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Advertisement Budget
Media Amount
(in Rs)
Televisi n lak s
Newspaper 12. lak s
Radi 10 lak sInternet 9.6 lak s
utd r advertising 1 lak s
Pamp lets 1 lak
Total 80 lakhs
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References
Sales and Distribution management-
Havaldar and Cavale
Marketing Management Philips Kotler
Website:-
http://www.livemint.com/2009/09/10200407
/Nutraceutical-market-in-India.html
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