NIRDOSH-HERBAL SMOKING DEVICE

PRESENTED BY~
DEBADARSHI ROY (10DM074)
SOUMALYA SADHU (10DM085)
FIRDOUS ARA (10DM095)
MONALISA MANDAL (10DM103)
HIMANSHU DAS (10DM109)
INTRODUCTION
 Mr. Natvarlal Bhavsar, owner of the
Maans Products (India), Ahmedabad
developed the product NIRDOSH in
1982.

 ´NIRDOSH, a unique non tobacco

smoking device was made from 14
herbs.
COMPANY BACKGROUND
 Maans Products, Ahmedabad was a
family owned proprietary organization.

 It dealt with beedi manufacturing and

marketing enterprise since two decades.

 The total sales volume of this business

was about Rs.10 lakhs a year.
 ASSETS
 Manufacturing premise accommodating
30-40 workers.

 Large storage area.

 Machines and equipments valued about

Rs. 10000 only.

 Shop in the Gheekanta Road,Ahmedabad.

MARKETING MIX
PRODUCT DEVELOPMENT
 RAW MATERIALS
 FILTER
 WRAPPER
 PACK
 PACK INSERT
 BRAND NAME
 PRINT CONTENT ON THE PACK
The 4 P’s
 PLACE
 1) One main outlet in Ahmedabad

 2) Through VPP-VALUE PAYABLE POST

 3) Resellers
 PROMOTION
 ADVERTISING

 Articles in news paper and magazines.

 Joining with stop smoking voluntary

organizations.

 Attended meetings, discussions, and

lectures.
 PRICE
 PRICE DISCRIMINATION
Different price for ´Nirdosh’ in beedi
form and in cigarette form. So that all the
segments , attract towards it.
 MARKETING LOSSES

Rs 2.15 is charged , if minimum order is

for 50 packets or more, but less than
200 packets.
But cost price is Rs 2.24 per packet
TARGETING
 Smokers, people who want to quit
smoking.

 Youth and middle aged people.

 Senior citizens.

 Wide geographical market.

 PROMOTING NIRDOSH
 Certificates from Vaidyas, Doctors, Drug
authorities.
 Adopted by cine star Ashok Kumar and some
other personalities.
 Distributing free samples to friends and
relatives.
 DIRECT MARKETING-door to door selling.
 Leaflets in the packs.
 Mr. Bhavsar used to attend several seminars
& meetings were he promoted his product.
 POSITIONING
How not to Position it?
-Not a medicine
-Not a cigarette
Position it as :
-Nicotine Fre
-Tobacco free
-Herbal Filter
-Herbal Puff Inhaler
SWOT ANANLYSIS
 STRENGTH

 UNIQUE PRODUCT IN OFFERING.

 A SOCIAL CAUSE TO REMOVE THE
HARMFUL EFFECT OF NICOTINE.
 WELL SUPPORTED BY THE SOCIETY.
 A NICHE MARKETING WITH NO
COMPETITION.
 NOT ONLY A REPLACEMENT OF TOBACCO
BUT ALSO HAS HEALTH BENEFITS.
WEAKNESS
 LACK OF FUNDING TO INITIATE
MASS PRODUCTION.

 LACK OF MARKETING STRATEGY.

 LACK OF SUPPLY CHAIN

MANAGEMENT
OPPORTUNITY
 SUPPLYING THE PRODUCT TO A
MUCH WIDER CUSTOMER.

 ESTABLISHING ITS GRAB ON THE

NATIONAL MARKET.

 COLLABARATION WITH
GOVERNMENT AND SOCIAL HOUSES.
 OPPORTUNITY CONTD…
 MARKET OPPORTUNITY

 AS A NON TOBACCO SMOKING DEVICE.

 AS A HEALTH REMEDY.

 EXPORT OPPORTUNITY
 THREAT
 ´Nirdosh’ is still not a brand name’.
So requires much effort in
establishing the product.

 Because big players like ITC(Indian

Tobacco Company), VST(Vazir
Sultan), GTC(Golden Tobacco
Company), and many other brands
are competitors
 SUGGESTION
 Increase awareness among people about the
benefits
of product.

 Require more promotional efforts for publicity of

product in local market.

 Packaging should be more appealing (Use green

colour for packets as it is 100% herbal).

 Can also use herb pictures in packaging.

 Develop strong distribution channel.