Baby products analysis

Description
Product Identification and Market Analysis Selling Objectives and Sales Charting document covers baby product like a monitor and analyses target, geography, demographics, marketing plan and positioning.

Baby Monitor Baby Products

Product Identification Product - Baby Monitor Brand Name – Baby Bell Company Name – Baby Bell Private Limited Logo –

Price – Rs.1200 to Rs.1500

Product Information
• • • • It is a radio transmitter Allows you to keep tabs on your little one Two-part gadgets — a transmitter and a receiver A monitor gives enormous freedom during nap time • Transmitter placed within 10 feet of baby's crib • It picks up any sounds of moving and crying • Newer models have voice transmission and camera

Overview of Population Statistics
Babies Born Annually 27,408,000
Urban Births 6,029,760 Rural Births 21,378,240

65% Institutional Deliveries 3,919,344

35% At Home Deliveries 2,110,416

43%Births in Pvt. Inst. 2,592,797

22% Births in Public Inst. 1,326,547

Market Segments
• Demographics
• • • • Target Audience – Mother as well as Father Age Applicability – From 0 to 9 months Income – SEC A and B Category Life Stages – Married with new born, Single parent, working parent, parent with first child, parent with second or third child
Mumbai Delhi Kolkata Bangalore

• Geographic Locations
• • • •

• Target Market
• SEC-A and SEC-B segments

Reasons for Targeting
• Reasons for targeting SEC A and B
– Product price might be too steep for other SEC’s – As product is in its nascent stage parents would view this expenditure as an extra cost – SEC B has also been included as parents are less price sensitive in case of child care
– Maids for baby care are becoming expensive and scarce to find – Nuclear families in India is on the rise, thus no extended family members to help with baby care

• General reasons

• Reasons for targeting mothers as well as fathers

– Increasing ratio of working mothers in India – Housewives with busy daily routine can use a Baby Bell monitor – Fathers are the make the buying decision in traditional Indian families

Marketing Plan
• Phase 1 • Phase 2

• Launch of Baby Bell Monitor in Mumbai
• Launch of Baby Bell Monitor in the cities of Kolkata, Bangalore and Delhi

• The marketing of Baby Bell would entail two major strategies• Direct Marketing of Baby Bell using a local Direct Marketing Agency • Distribution of Baby Bell Monitor to retailers using company dealers

Direct Marketing Strategy
• Identify the places for the conducting the DM • Identified private hospitals and maternity homes as touch points
14000 12000 10000 8000 6000 4000 2000 0 >13000

7200 2400 200 0 Private Nursing Homes 3600 0 Private Hospitals 0 0

Public Hospitals & Nursing Homes

Seg 1

Seg 2

Seg 3

• Parents can be targeted at the POME (Point of Market Entry) • Neglected the public hospitals deliberately as they do not attract our target audience • 800 deliveries per month and 10,000 babies annually • Door-to-door sales in various areas of the city • Based on cold-calling and on specific data collected from various hospitals • Develop the Pamphlets, CD’s and other promotional materials • Distribute free CD’s containing product details, usage instructions, testimonials and generic baby care and mother care tips • Feedback and Monitoring of the DM Activity

Distribution at Retail Outlets
• Hire the agent or agents who will be acting as Area Sales Managers • Outline their activities like identifying which retail store to target such as
• Custom Baby Care Stores eg. Mothercare • Departmental Store with Baby Section • Super Markets and Malls which have a Baby Care Section and attract our target segment

• Feedback and Monitoring of the distribution activity

Positioning Statement
To the parent who has a new born baby to be taken care of¸ Baby Bell is the easiest way to know when the baby is uneasy and needs attention because the product is easy to use, is assembled under stringent test conditions and allows a parent to keep track of the baby without being by its side continuously.

Thank You ! !



doc_206608861.ppt
 

Attachments

Back
Top