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Topic : Launching Of A New

Product
Subject : Marketing Management
Group Members:
Sneha Gogri 17
Raj Padharia 33
Riddhi Parekh 35
Jigar Saiya 38
Hardik Savla 42
Purvi Shah 51
Quintessence Pvt.
Ltd.
 Mission &
Goals
•To establish in- house programs to fight
tobacco use at the local, regional and
nationnal level.
•To prevent youth smoking through Quench-
It.
 Product Portfolio
Chocó Chum® Droobles®
 Product Portfolio
Juicy Mint® Quince’s Quadra-flavoured ®
Manufacturing Division
•Manufacturing plant located at
Mumbai.
•State of the art infrastructure
supporting the mission of the company.
Quality Control

•Laboratory inspection and approval.

•Rigid and vigilant Quality Control
standards of the final product.
 Competitors & Nicotine

• Gastrointestinal - Decreased appetite

• Neurological – Medullary depression, neurological
blockade
• Cardiac - Tachycardia, hypertension
• Pulmonary - Increased respiratory rate
• Systemic - Tolerance, dependence
 Market Research

• We conducted a survey, personal interviews

and asked people about the specific product.
•We asked them whether they would like to
use a simple product such as chewing gum for
quitting smoking.
 Market Segmentation

Dividing market into smaller groups of buyers’ distinct needs,

characteristics or behaviour who might require separate
products or marketing mixes.
Types of Market Segmentation

•Geographical segmentation

•Demographic segmentation

•Psychographic segmentation 
 Targeting
It is the set of buyers sharing common
needs or characteristics that the company
decides to serve.

•Target marketing.
•Undifferentiated marketing.
 Positioning

“Positioning is the act of designing, the

company’s so that it occupies a distinct and
valued place in the target customers’
minds.”

Steps included in product positioning:

1. Product differences
2. Image of the company
 Product

Anything that can be offered to a market

for attention, acquisition, use, or
consumption that might satisfy a need or
a want.
 Core Product
• Chewing gum base
• Sugar
• Corn syrup
• Softeners and flavourings
• Glucose syrup
• Sucrose
• Glycerol
• Eucalyptus extracts
• Neem extracts
• Mint
 Actual Product

• Brand
• Registration and Patent
• Packaging
• Quality
 Augmented Product

• Guarantee

• Discounts
 Price
 
The amount of money charged for a product or
service, or the sum of the values that consumers
exchange for the benefits of having or using the
product or service.
Cost-Based Pricing
Particulars Amount (paise)
Direct materials 28
Direct labour 20
Direct expenses 8
Prime Cost 56
Work overheads 13
Work Cost 69
Administration overheads 16
Cost of Production 85
Selling / Distribution overheads 15
Cost of sales 1.00
Price List
Type Quantity Price

Single Piece 1 Rs. 3.00

Blister Pack 4 Rs. 10.00

Carry-along Box 15 Rs. 40.00

Small Cartan 25 Blister-packs Rs. 235.00

Large Cartan 50 Blister-packs Rs.450.00

 Place
Place includes company activities that make
the product available to target consumers.
It Includes:
• Channels
• Coverage
• Assortments
• Location
• Inventory
• Transportation
• Logistics
 A Channel of
distribution is a
structure of intra-
company
Distributio organisational
n& unit and intra
company
Channels agents,dealers,
wholesalers and
retailers through
which a
commodity,
product or
service is
 Logistics

Logistics is the transporting, storing and handling of

goods to match target customers’ needs with a
firm’s marketing mix – both within individual firms
along a channel of distribution.
 Promotion

 
Promotion is communicating information between
seller and potential buyer or others in the channel to
influence attitudes and behaviour.
Mediums Of Promotion
 Print Media
Newspapers Magazines
Hoardings &
Signboards
 Electronic Media
• Televisionis the most attractive form of
electronic media.
• Announcements in various local languages on
radio.
• Internet advertisements and flashings on the sites
shall cover the youth of India.
 Anti-Smoking Campaigns

•These campaigns shall be conducted few weeks

before the launch of “Quench-It” showing the ill-
effects of smoking and the consequences that one has
to face after smoking regularly for years.
•The regular advertising and promotion of “Quench-
It” will definitely boost the sales.
 Tie-Ups

Tying up with NGOs and other organisations that

oppose smoking shall be another effective facet of
the promotions. These NGOs will prove to be useful
since they regularly conduct anti-smoking programs
and they will promote our product during their
programs.
Brand Ambassador
• Mr. Shahrukh Khan as the brand ambassador
for the promotion and advertising of “Quench-
It”.
• His star status and fan following is huge and
hence many people do what he does.
 Sales Promotion
•Free samples shall be distributed and be
provided to the smokers .
•“Quench-It” shall also be provided for free to
those who buy cigarettes at the pan beedi shops
of Mumbai.
 Push Strategy

It means a promotional strategy that calls for

using the sales force and trade promotion to
push the product through channels.
 Stages
 
The stages through which all products that survive their initial launch will pass before being
withdrawn from the market at the end of their commercial life.

1. Product Development
 Promotions
 Research & Development

2. Introduction

3. Growth

4. Maturity
Product Development
Life Cycle
 Advantages Of
International Expansion
• It will lead to international recognition.

• Profit margin of our company will increase by charging

high price in foreign countries.

• There will be good support from the government as our

product is for social cause.

• As there are no competitors in the market we will be

able to enjoy the monopoly internationally too.
S.W.O.T. Analysis
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