International Product Launch

PRESENTED BYASHISH GOYAL (PGDM 3RD SEM)

Table of Contents
1. About Turmeric Industry 2. Industrial Background 3. SWOT Analysis 4. International Product Launch 5. Market Entry Strategy 6. Marketing Mix 7. The Launching Campaign

Turmeric industry
Turmeric industry is increasing, specifically in India. Turmeric Sector in India is estimated to grow 10% by 2012. Turmeric Industry is regarded as the largest sector in India which accounts for 2% of Gross Domestic Product (GDP). The maximum production of Turmeric (90%) is in India.

VICCO Industry
Founded in 1952 by late Shri K.V.Pendharkar, the VICCO Group has emerged today as makers of the best internationally known products of the Ayurveda, the ancient Indian system of natural medicine. The turn-over of Rs.1500 millions p.a. to Rs.5000 millions by the year 2010 A.D. Only produced for the ready use of mankind what was already discovered by our great sages ages ago. not claiming to making new.

Turmeric Products and Uses

Turmeric Skin Cream Turmeric Multipurpose Cream Turmeric Face Wash Turmeric Skin cream (Oil Base) as sunscreen as antiseptic. make skin white and glowy as face wash as aftershave as antiwrinkle

S.W.O.T Analysis

Swot Analysis Strength monopoly Ayurvedic and herbal no side effect reap in low price and entire process is economic Agriculture based so government support it.

Swot Analysis

Weakness Weak Communication Lack of Awareness Not enough diversity in flavors Lack of presence worldwide Raw material availability confined to specific region only.

Swot Analysis

Opportunity increasing in health consciousness growth of herbal products Being economic every needed person easily buy it Growth possibilities in different zones Increase in product line Sponsorship (through Beauty events)

Swot Analysis

Threat Allopathic medicines Homeopathic medicines Arise of Competitors Competitors could use aggressive marketing tactics cut prices/increase promotion Competitors bring out similar products

Competitors
In India : Himani gold turmeric moisturizing lotion 24k gold Shahnaz husain turmeric treatment formula Naturoriche skin life cream Jiva turmeric cream.

In Ethiopia : There is no competitor

HOST COUNTRY
We are launching our product in Ethiopia country. We will introduce our product in main and major cities of Ethiopia

About Ethiopia
Capital : Addis Ababa Currency: Ethiopian birr
(1 US Dollar = 13.93700 Ethiopian Birr)

Population: 88,013,491 (2010 est.) GDP (FY 2008-2009) : $32.3 billion Language: Amarigna,English,Oromigna Total size:1104300 sq.km

Reason behind launch product in Ethiopia Ethiopian country is the hottest country in world so there is many cases of skin disease and turmeric product is the miracle product for skin. Largest domestic markets in Africa with more than 80 million consumers

Market Entry Strategy

Franchise

Trading Houses

Agent&Representative

Franchising is a are domestic intermediaries Trading houses more specific form of An agent secures orders from foreign licensing. The franchisee is given the that market your goods or services abroad. A customers in exchange for a commission. right to use tradingto increase handle May look a set of manufacturing full-serviceforwardis house canmarket many A representative a specialized agent or service delivery up with wal-mart with aspects of tying processes, along ormarket presence by exporting,such who operates within a specific as established business systems or some other major retail outlet. research,transportation,appointing geographic area and who sells related trademarks, whoseLooking upto trade use is controlled distributors or or services. lines of goods agents, exhibiting at by the fairs, licensing agreement. advertising and preparing . documentation.

Multi-brand outlets

Entry strategy

A new Brand Logo will be considered for the Better International Recognition.

Marketing Mix
PRODUCT Variety Quality Design Features Brand Name Packaging Service PLACE Channels Coverage Assortments Locations Inventory Transportation Logistics PRICE List Price Discounts Allowances Payment period Credit terms

Product

Promotion

Marketing Mix

Price

Place

PROMOTION Advertising Personal selling Sales promotion Public relations

Product Mix

Turmeric Skin Cream for normal skin. Turmeric powder for multi purpose. Vicco Turmeric cleansing gel. Turmeric Face Wash Turmeric Skin cream (Oil Base) Turmeric WSO Cream

Price mix

We will choose penetration strategy and custom based pricing approach. price of our products are: Turmeric Skin Cream .15 Birr Vicco Turmeric Cream with Sandalwood Oil 13 Birr Turmeric powder for multi purpose .15 Birr Turmeric Face Wash ..15 Birr

Place mix

Two distributors:One in Addis Ababa Another in Gonder Both of these are most populated metro in Ethiopia

Promotion mix

 Electronic media : Television:-contract to etn and some other like Addis TV, Dire TV because Over 98% of Ethiopians households own Television. Radio:-radio fana

 Print media : News paper:-Addis admass and local are Ethiopian zare and reporter

Engaging the Consumer

Customer Relationship Management (also including Customer Complaints, suggestions, queries)

Consumer community to enhance and strengthen their brand loyalty. Offer schemes, freebies, hold competitions

Forum & Chat corner on the website for various beauty enthusiasts E-commerce: Purchase & orders for the consumer and the stockist/c&f agent, wholesaler, distributor

The Launching Campaign (45 Days)

Campaign No. of days Activities decided

Top level exercise

14

Discussion & decision making on all ends likeBudget, Ads, etc. Training on New product features, weakness & new targets.

Training of sales teams

10

Selection of activity and places

Media engagement Radio Web and social media PR Events

The Launching Campaign

Campaign Pre launch activity No. of days Activities decided 4 Full dress rehearsal and review of it.

The launch

The full fledged launch by the chairman and the brand ambassador in the presence of media and the dignitaries.

Post launch activity

Special counters whole week in shopping centers, frequent commercial on T.V. and radio, road shows and village fairs. Cover entire market with VICCO cut outs.

As per our research we have seen that Turmeric is an ayurvedic product of natural sciences which comes mainly from India and so to launch it as a product in international market will be very beneficial. And we have decided Ethiopia to launch it because hottest country in world so there is many cases of skin disease and turmeric product is the miracle product for skin. And turmeric products has no competitors So due to these we hope that our product will quickly gain the market share.

Words of thank you

We are obliged that we were given opportunity to make a new different project. So we would like to thanks to all my respected teachers and my friends who help me a lot.