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PRESENTATION SYNOPSIS
Introduction Keys to Success Factors Influencing STP 4Ps SWOT
INTRODUCTION
Johnsons & Johnsons
Johns bury
Toothy
Cadbur y
KEYS TO SUCCESS
Leveraging the trust of Johnsons brand to
Johns-Bury Edge on perception. Educate customers on the utility of the product Develop healthy relations with Doctors to recommend the product Employing expertise of Cadbury (wholly owned subsidiary of Kraft Foods) to its fullest. Gaining the benefits of good word of mouth Positive customer testimonies
Economical
SEGMENTATION
Geographic Segmentation Megacities- Delhi, Mumbai, Kolkata, Chennai, and emerging metropolitan cities like Bangalore, Pune, Hyderabad, Chandigarh. Boom towns Surat, Kanpur, Jaipur, Lucknow, Nagpur, and Coimbatore. Density- urban and suburban.
Demographic Segmentation Gender: Females. Family life cycle Mothers of infants/ expecting. Income group: 20,000 and above. Social class- upper class, upper middle class and middle class. Occupation Housewives/working women. Education high school graduate and above.
Psychographic segmentation Lifestyle: modern Personality: gregarious, ambitious. Behavioral segmentation Benefits: quality, taste and nutrition. Readiness stage: aware, informed, interested, intending to buy.
TARGETING
women carrying infants who reside in megacities and boom towns and eventually we consider expanding to other cities that hold potential.
POSITIONING
A tasty, healthy treat in a stick which helps babies during their teething process.
PRODUCT
PROMOTION
Marketing Mix
PRICE
PLACE
PRODUCT - FEATURES
The biscuit is of a finger shape
FOR BABY Standards The Biscuits will be provided in sealable (Air tight) packaging with 10 sticks as standard quantity Once in use the biscuit is estimated to last of 2hrs Since the Product bears health properties, the consumption of it is recommended to be of 1-2 sticks per day The net weight of the package is 100gms
PRICE
The product will be made available for Rs 50/Apart from this the pricing will be done on the basis of a Value based pricing method
PLACE/DISTRIBUTION SYSTEM
5% Distributor 5% Wholesaler
15% Retailer
Manufacturer
PROMOTION
Public Relation
Direct Marketing
Personal Selling
Advertising
ADVERTISING
We will be using print media at POPs, medical
journals and baby care catalogs as our major means of advertising POP (point of purchase): print posters and standees Places like pharmacies, select supermarkets and doctors clinics will carry our print adverts.
SWOT
Strengths Weaknesses Opportunities Threats
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