Kumar Sushant

1st Yr. MBA

DMS, PCU

BUSINESS PLANHARPIC TOOTHPASTE

THINK BRIGHT WITH

THINK BRIGHT WITH

• May 2013

• Designed to offer -- All in one toothpaste.• Location of operation – South India.

• Using the extensive knowledge-base of Harpic

• Lowering operating cost (by outsourcing).• Penetration into every nook and corner of south India.• Securing Green & Clean environment.

To position an innovative toothpaste with a brand name other than Harpic but under the umbrella of Harpic.

Introduction

VISION

"Save the teeth“

Change starts with ME

a better oral health starts with Shinite

a better morning starts with Shinite

a cleaner future starts with Shinite

a healthy environment starts with Shinite

MISSIONTo provide the finest dental hygiene solutions for reducing plaque, tartar, decay & sensitivity by introducing the Shinite toothpaste to each and every segment of our society, through careful analysis, and cost effective solutions.

To become the premier company offering the highest quality eco-friendly toothpaste while saving customers’ money and making positive contributions to our environment.

THINK BRIGHT WITH

Short term -- reach break even point.

Mid term -- use strategic competitiveness and resource infrastructure of Harpic and establish a new market for Shinite.

Long term – to be the market leader in India and target developing nations .

THINK BRIGHT WITH

Business Goals

• in essence, a service-oriented business.– to increase product penetration to rural

population.– to increase the wholesalers to smaller

towns.– to use the distribution path , covering all

the rural areas around the towns as well.

THINK BRIGHT WITH

Business Description

THINK BRIGHT WITH

Organization Structure

Division Manager

Quality Marketing Finance Packaging

Operators Helpers

Step 1• POSITIONING

Step 2• PRICING

Step 3• PROMOTION

THINK BRIGHT WITH

Marketing Strategy

The marketing strategy will be based on generating awareness & visibility about oral hygiene. The strategy will rely on several different forms of communication.

The main form is advertisements & the other form of communication will be the use of oral-care camps. The main venues for advertisements will be TV and Print media.

THINK BRIGHT WITH

Marketing Strategy

most advanced in the marketaffordable and eco-friendly.

THINK BRIGHT WITH

Positioning

Marketing Strategy-PRICING

• Based on the market .• Competitive pricing.• Value for money.

THINK BRIGHT WITH

Pricing

We will begin promoting Shinite to the market through several avenues. These include:

• Advertisement through T.V. media, Print media.• FM Radio for Urban population & MW and SW

radio for Rural population.• Hoarding on National highways.• Mobile oral-care camps• Promotion campaign

THINK BRIGHT WITH

Promotion

Production

Packaging

Logistics

THINK BRIGHT WITH

Operations

THINK BRIGHT WITH

Finance

THINK BRIGHT WITH

Financial Needs

INITIAL INVESTMENT

Advance 1000000

Systems 500000

Furniture 500000

Printers 100000

Office Expenses 50000

Stationary 25000

Packaging Machinery 2500000

Total 4175000

THINK BRIGHT WITH

Financial Needs

Monthly Expenditure

Salary 180000

Rent 100000

Electricity 50000

Material 80000

Outsourcing Cost 500000

Miscellaneous 200000

Total 1110000

THINK BRIGHT WITH

Financial Needs

Revenue (6 months) Units

Month 1 10000 330000

Month 2 15000 495000

Month 3 20000 660000

Month 4 28000 924000

Month 5 40000 1320000

Month 6 60000 1980000

Total 5709000

THINK BRIGHT WITH

THINK BRIGHT WITH

Financial Statement

Month Revenue Expense Profit/loss

1 330000 1110000 -780000

2 495000 1175000 -680000

3 660000 1210000 -550000

4 924000 1260000 -336000

5 1320000 1320000 0

6 1980000 1500000 480000

Total -1866000

THINK BRIGHT WITH

SWOT Analysis

STRENGTHStrong and established marketing and sales backbone of Harpic

Technical expertise of Harpic.

All in one product.

WeaknessProduct researchQuality assurance

THINK BRIGHT WITH

SWOT Analysis

Opportunity

Emerging market growthDeploying advance technologiesThreats

Competitive landscape Increasing commodity prices

THINK BRIGHT WITH

Conclusion

THINK BRIGHT WITH

CSR

Contributing 2% of total turnover for

• education of children.• dental camp and clinics.

THINK BRIGHT WITH