marketing mix

Views:
 
Category: Entertainment
     
 

Presentation Description

No description available.

Comments

Presentation Transcript

A Project report On “Study of Marketing Mix” Of CHOICE LABORATORIES Presented to: V.M Patel Institute of Management Ganpat University 2006-08 :

A Project report On “Study of Marketing Mix” Of CHOICE LABORATORIES Presented to: V.M Patel Institute of Management Ganpat University 2006-08

ABOUT FMCG :

ABOUT FMCG Fast Moving Consumer Goods ( FMCG ), are products that have a quick turnover, and relatively low cost FMCG products is relatively small, they generally sell in large numbers and so the cumulative profit on such products can be large. In the rural and semi-urban areas, FMCG market penetration is currently less than 1 percent in general as against its total growth rate of about 6.2 per cent. Companies in the sector to benefit will include known names such as Nirma, HLL, Dabur, ITC, Godrej, Britannia and many more.

HISTORY:

HISTORY Choice Laboratories is a leading manufacturer of Personal hygiene products from India. Established in 1982, all its products are exported to over 25 countries across the globe. Choice's ISO-9001 - 2000 certified manufacturing facilities ensure quality adherence in all products. Aspiring to achieve highest level of customer satisfaction, the management of Choice Laboratories is committed to providing all its customers quality and value, always. The company has made most of the export in U.S.A. & France. The firm has made 80% of export of total production out of which 50% to 60% of payment is receive in foreign currency and remaining is collected in India currency. Because of the exports the firm has won some of the export awards from Government of Gujarat constantly in 1991, 1992 and 1993.

VISION:

VISION To be recognized as a leading player in the global. To be a strategic supply partner to leading super markets, chain stores, importers, distributors and private labels.

MARKETING MIX :

MARKETING MIX Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objective in the target market. McCarthy classified marketing mix in to four broad groups that he called the four Ps of marketing: Product, Price, Place, and Promotion.

PRODUCT Product decision covers all the decision regarding goods and services. It includes the concepts of product, product mix, product line. Product concept Product mix Product line :

PRODUCT Product decision covers all the decision regarding goods and services. It includes the concepts of product, product mix, product line. Product concept Product mix Product line

QUALITY POLICY:

QUALITY POLICY The management and staff of M/s. Choice Laboratories, Unjha is committed to increase its market share by manufacturing products of international quality, consistently, which is achieved by; Studying market trends and customer needs. Continuously improving up on the quality system. Manufacturing a cost effective products. It is an aim of every individual to contribute towards achievement of objectives, set by the management each year.

PACKAGING:

PACKAGING Most physical products have to be packed and labeled. Called packaging a fifth P along with product, price, place, promotion. Most marketers treat packaging and labeling as an element of product strategy. Packaging includes all the activities of designing and producing the container for a product. Well designed packaging can create convenience and promotional value. Packaging helps in achieving the following objective. Identify the brand Convey descriptive message facilitate product transportation and protection Labeling 40 private labels for different customers across the globe All quality certificates, product specification, formulation etc. can be provided for processing Local Health Ministry clearance to customers. size

PRICE :

PRICE Price is one element of the marketing mix that producers revenue . FACTOR AFFECTING PRICING INTERNAL FACTORS Product characteristics Stage of product in PLC Demand of the product Cost of production and sales EXTERNAL FACTORS Buyer behavior Market characteristics Competitor’s pricing policy Government interference Extent at which customers can bargain Type of competition

PLACE:

PLACE Place refers to the target market where a company wants to sell its product. They export 80 % of their products. Place is also known as channel, distribution, or intermediary . It is the mechanism through which goods and/or services are moved from the manufacturer/ service provider to the user or consumer. Selection Consideration - how do the company decide upon a distributor? • Market segment •Producer - distributor fit - Is there a match between polices, strategies, image, and yours? •Qualification assessment •How much training and support will your distributor require?

They export their product in the following countries. Dubai Muscat Bangladesh South African Countries Oman U.A.E. Russia U.S.A. Sri Lanka :

They export their product in the following countries . Dubai Muscat Bangladesh South African Countries Oman U.A.E. Russia U.S.A. Sri Lanka

PROMOTION:

PROMOTION Promotion is all about companies communicating with customers. Promotion means to make a product famous in market by issuing various schemes and by giving advertising. The company uses the following promotion tools for good promotion of the product. Sales promotion Advertising Sales force Public relation Personal selling Trade fairs and Exhibitions

SALES PROMOTION:

SALES PROMOTION Companies use sales promotion tools Samples, coupons, contests, premiums and the like- to draw a strong and quicker buyer response. Sales promotion can be used for short-run effects such as to highlight product offers and boost sagging sales. Sales promotion tools can be offer three distinctive benefits: Communications: Incentive: Invitation:

ADVERTISING:

ADVERTISING Any paid form of non-personal communication of ideas or products in the "prime media“ Advertisement also can be used to build up a long-term image for a product or trigger quick sales. Choice laboratory use several media for advertisement. Just like pamphlets, hoardings, magazines, newspaper, television etc. Choice Laboratories has advertising message:" A Day Begins with Choice”

SALES FORCE:

SALES FORCE The oldest and original form of promotion of the product through direct marketing is the field sales call. Sales personnel serve as the company’s personal links to customers. The sales representative is the company to many of its customers. It is the sales representative who brings back much needed information about the customers.

PUBLIC RELATION:

PUBLIC RELATION “ Public relation involves a variety of agenda designed to promote or protect a company’s image or its individual products.” The main tools of public relation are publications, events, news, speeches, public services activities, and identity media. Creative public relation can affect public awareness at a fraction of the cost of advertising, and is often much more credible.

PERSONAL SELLING :

PERSONAL SELLING Personal Selling is also an effective way to manage personal customer relationships. Choice Laboratories also make use of personal selling for its domestic sales activity. They have team of sales representatives in all over Gujarat state. They generate sales orders by contacting various potential customers. Personal selling is the best method for the selling of FMCG products; it also requires less financial investment in marketing of product.

PRODUCTS PROFILE:

PRODUCTS PROFILE Multi benefit formulations like Whitening, Baking Soda Gel, Tartar Control, Smokers toothpaste etc. available. Available in sizes ranging from 0.6 oz. to 9.00 oz. Travel sizes as well as sachets available Of all our customers, the kids are that much more special. Kids Gel toothpaste is available in 3 exciting flavors: Bubble Gum Strawberry Mixed Fruit Available in sizes ranging from 1.5 oz. to 3.5 oz.

PowerPoint Presentation:

Combining knowledge from the ancient Indian Text of AYURVEDA with modern production technology, we bring you the wellness quotient of Choice Herbal Toothpaste. Available in sizes ranging from 0.6 oz to 9.00 oz. Visually stimulating, the Choice Standup toothpaste range is a retailer’s delight. Available in all variants (Kids, Adults, Gel & Herbal). Available in sizes ranging from 50 ml. to 125 ml. Absolutely Clear Gel in clear tubes. Available in sizes ranging from 0.6 oz. to 6.4 oz. Light colors such as green, red, blue etc also possible.

PowerPoint Presentation:

Addressing your baby's tender needs. Wide selection of baby talc and baby cornstarch in different fragrances. Available in 2 oz., 4 oz., 7 oz., 16 oz., 22 oz., 26 oz. sizes. For freshness all day long, use Choice after shower body talc. Available in 10 oz.& 13 oz. sizes. For specific needs of adults as well as babies Sizes available in 10 oz., & 13 oz.

PowerPoint Presentation:

Available in White & Yellow colours. Available in 4 oz., 8 oz., & 13 oz. sizes. Scented as well as unscented options. For the tender care that your baby needs. Makes your baby's skin soft and healthy. Available in 15 oz. size.

PowerPoint Presentation:

For all day freshness: in your room, closet, kitchen, office etc. Available in 5 soothing fragrances Blue Lavender Citrus Burst Flowering Forest French Vanilla Pot Pourri Available in 3.5 oz. size.

PowerPoint Presentation:

Foaming shaving cream in three different fragrances : Regular Menthol Lime Brushless shaving cream also available Available in sizes ranging from 0.6 oz. to 3.5 oz. For the fresh look all day long With natural skin conditioning of Aloevera Available in 1.5 oz. & 11 oz.

PowerPoint Presentation:

For your extra laundry needs Machine mixed as well as spray dried detergents available Different formulations for machine wash & hand wash. Available in sachet as well as box packing. Available in sizes ranging from 35 gm. to 25 Kg. Enzyme based detergents with multiple benefits also available For your daily bathing needs Deodorant as well as beauty soap in various fragrances. Available in 75 gm. & 125 gm. sizes. Available in wrapper & box packing.

PowerPoint Presentation:

For your hair care needs. Shampoo, shampoo + conditioner and only conditioner available. Available in 2 oz., 4 oz., 16 oz., 32 oz. bottles Also available in 8 ml. & 10 ml. sachets. Taking care of all your personal hygiene needs while traveling. Consists of 1 toothbrush 1 toothpaste 1 brushless shave cream 1 disposable twin blade razor 1 comb 1 shampoo sachet

SWOT ANALYSIS :

SWOT ANALYSIS STRENGTHS The firm has strong position in export market and it has benefit of improved image through exporting (Around 80 %). It has developed strong distribution channel. Its products are exported to over 25 countries across the globe. Widest range of top quality Home Care, Personal Care products. Highly affordable prices . WEAKNESS Low brand awareness Low domestic sales (around 15 %) Less effort to capture domestic market (s) Only 3 % expenditure on domestic advertisement, while which can not help in brand awareness and brand preference. Not able to come within reach of directly to the retailer.

OPPORTUNITIES Growing rural market. Constant improvement in consumption of product like toothpastes, toothpowder, talcum powder, shampoo, detergent powder and cake due in case in population and urbanization. Currently choice laboratories Unjha has less domestic market so it can capture domestic market very largely and also can take benefit of distribution cost with good margin. THEREAT High competition from local as well as multination firms. Less spending on advertisement and sales promotion tools. High dependent on export income only. Lost in market share due to rivals. :

OPPORTUNITIES Growing rural market. Constant improvement in consumption of product like toothpastes, toothpowder, talcum powder, shampoo, detergent powder and cake due in case in population and urbanization. Currently choice laboratories Unjha has less domestic market so it can capture domestic market very largely and also can take benefit of distribution cost with good margin. THEREAT High competition from local as well as multination firms. Less spending on advertisement and sales promotion tools. High dependent on export income only. Lost in market share due to rivals.

CONCLUSION:

CONCLUSION As per my conclusion the duration of training is not sufficient for getting optimum information about an organization. But due to constrain of time I have finished my project work in time. However, CHOICE LABORATORIES has good market opportunity point view of profit margin in comparison with other competitors. However they should have to maintain quality of product and should have to increase strength of sales personnel by different promotional activities. I feel proud by saying that the company is running on the path of success.

Thank you:

Thank you

authorStream Live Help