Description
This is a presentation that describes about matchstick marketing plan.
In about 5 seconds your about to witness the making…. Lighting of history
© 2008 www.PresentationLoad.com
Page ? 1
1 2 3 4 5
© 2008 www.PresentationLoad.com
Page ? 2
© 2008 www.PresentationLoad.com
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Market segmentation On the basis of income On the basis of usage Smoking cigarettes Single piece purchaser Packet purchaser Homely usages Religious purposes
Higher class
Upper middle class Lower middle class
Other uses
Lower class
© 2008 www.PresentationLoad.com
Page ? 4
•This particular segment is chosen because of higher price of the matchbox
•Moreover, we are looking at the target group which is going to buy the entire box rather than ask the pan wala to light his cigarettes
© 2008 www.PresentationLoad.com
Page ? 5
We are looking at the audience who is going to purchase the entire packet
On the basis of usage
At home people not only use it for religious purposes but also for lighting candles etc.
© 2008 www.PresentationLoad.com
Page ? 6
?Cigg smoker– two kinds of customers
? Loose( SEC -C,D,E and students) which costs in range of Rs 4 to 6..with which cant sell Rs 2 maachis. ? Packet (SEC –A,B) which costs Rs 80 to 100 …with which can easily sell Rs 2 maachis
? Paan/cigg seller
? Will buy and keep my maachis cos I give him better margins as my price is Rs 2 as compared to 50 paise or 1 re of others who cant offer higher margins . ? Will push my maachis to cigg packet buyers cos for them Rs 2 don’t matter and paan wala gets margins
? Household
? A house wife buys maachis for either puja room or kitchen ,and cos my packaging is is extremely new and attractive she would love to keep my maachis in both these places where she has emotional attachment. ? SEC A,B cos they can afford Rs 2 long lasting maachis
Page ? 7
Market Analysis - Sources of Fire
Competitive Scenario: From Other Products
Compact Sources of Fire
Lighters
Matchsticks
Disposable
Refillable
Automobile Lighter
Strike Anywhere
Safety Matches
Permanent Matches
The biggest substitutes for matchsticks are lighters
Page ? 8
Prominent Pan India Brands of Matchsticks
Current Competitors in Matchsticks WIMCO (ITC)
Price = Rs. 1.00
AIM
Price = Rs. 1.00
Ship Brand
Price = Rs. 1.00
Home Lite
Price = Rs. 1 to 5
Waxon
Price = Rs. 1.25
Page ? 9
Market Analysis- Some Insights ? The matchsticks market is highly fragmented with majority market share held by regional and small scale players. e.g. Tiger, Rose, Aag, Waxon, Quick Burn, Chavi, Scorch, Supreme, Olympic, The Goose, Black Eagle, Three Star, Super, Red Star ? In SEC A & B
– 83% matchsticks users do not remember more than three to four brand names – 67% matchsticks users are ready to pay a premium for extra features – Housewives either prefer buying matchsticks in bulk or they prefer lighters – There is almost no brand loyalty towards matchsticks brands among cigarette smokers
Page ? 10
USP
Easily Lights
on first strike
Picture of packaging
• Aesthetically designed • Can be used for craft purposes after matchsticks are over • Easily stackable • Gives a flower shape when kept in a particular fashion
Strengths
Weaknesses
Difficult and uncomfortable to carry around (
but shall look good when kept on dashboard of the car !!!)
© 2008 www.PresentationLoad.com
Page ? 11
Page ? 12
?100% premium – Rs 2 per box ( as specified) ?Cost can increase up to 50% ?Reasons for increase in costs
– Increase in cost due to additives in the stick head for lowering the threshold heat required – Marginal Increase in cost due to change in shape and aesthetics on the box – Very marginal increase in base product price ( only addition of 2 lines on a stick) – Maximum increase in cost due to increase in margins given to the end retailers i.e paan-wallas and grocery stores
?Push strategy
Page ? 13
Paan shop keeper /Cigarette seller: ?Will keep it for higher margins. ? For Cigarette packet buyer
Grocery stores where SEC A,B go for shopping ?Will keep it cos I have generated demand by my Ad campaign ?Cos I provide higher margins ?Cos of my attractive packaging house wives pick it from the shelfs
Page ? 14
TV Ads
• Usual campaign ( video) • Deepawali campaign ( video)
PoP Displays
• Paan walla • Grocery stores • PUJA Stores
• • • BTL Advertising •
Hotels weekly workshops in societies kitty parties candle light restaurants
Page ? 15
Page ? 16
© 2008 www.PresentationLoad.com
© 2008 www.PresentationLoad.com
doc_127196264.pptx
This is a presentation that describes about matchstick marketing plan.
In about 5 seconds your about to witness the making…. Lighting of history
© 2008 www.PresentationLoad.com
Page ? 1
1 2 3 4 5
© 2008 www.PresentationLoad.com
Page ? 2
© 2008 www.PresentationLoad.com
Page ? 3
Market segmentation On the basis of income On the basis of usage Smoking cigarettes Single piece purchaser Packet purchaser Homely usages Religious purposes
Higher class
Upper middle class Lower middle class
Other uses
Lower class
© 2008 www.PresentationLoad.com
Page ? 4
•This particular segment is chosen because of higher price of the matchbox
•Moreover, we are looking at the target group which is going to buy the entire box rather than ask the pan wala to light his cigarettes
© 2008 www.PresentationLoad.com
Page ? 5
We are looking at the audience who is going to purchase the entire packet
On the basis of usage
At home people not only use it for religious purposes but also for lighting candles etc.
© 2008 www.PresentationLoad.com
Page ? 6
?Cigg smoker– two kinds of customers
? Loose( SEC -C,D,E and students) which costs in range of Rs 4 to 6..with which cant sell Rs 2 maachis. ? Packet (SEC –A,B) which costs Rs 80 to 100 …with which can easily sell Rs 2 maachis
? Paan/cigg seller
? Will buy and keep my maachis cos I give him better margins as my price is Rs 2 as compared to 50 paise or 1 re of others who cant offer higher margins . ? Will push my maachis to cigg packet buyers cos for them Rs 2 don’t matter and paan wala gets margins
? Household
? A house wife buys maachis for either puja room or kitchen ,and cos my packaging is is extremely new and attractive she would love to keep my maachis in both these places where she has emotional attachment. ? SEC A,B cos they can afford Rs 2 long lasting maachis
Page ? 7
Market Analysis - Sources of Fire
Competitive Scenario: From Other Products
Compact Sources of Fire
Lighters
Matchsticks
Disposable
Refillable
Automobile Lighter
Strike Anywhere
Safety Matches
Permanent Matches
The biggest substitutes for matchsticks are lighters
Page ? 8
Prominent Pan India Brands of Matchsticks
Current Competitors in Matchsticks WIMCO (ITC)
Price = Rs. 1.00
AIM
Price = Rs. 1.00
Ship Brand
Price = Rs. 1.00
Home Lite
Price = Rs. 1 to 5
Waxon
Price = Rs. 1.25
Page ? 9
Market Analysis- Some Insights ? The matchsticks market is highly fragmented with majority market share held by regional and small scale players. e.g. Tiger, Rose, Aag, Waxon, Quick Burn, Chavi, Scorch, Supreme, Olympic, The Goose, Black Eagle, Three Star, Super, Red Star ? In SEC A & B
– 83% matchsticks users do not remember more than three to four brand names – 67% matchsticks users are ready to pay a premium for extra features – Housewives either prefer buying matchsticks in bulk or they prefer lighters – There is almost no brand loyalty towards matchsticks brands among cigarette smokers
Page ? 10
USP
Easily Lights
on first strike
Picture of packaging
• Aesthetically designed • Can be used for craft purposes after matchsticks are over • Easily stackable • Gives a flower shape when kept in a particular fashion
Strengths
Weaknesses
Difficult and uncomfortable to carry around (
but shall look good when kept on dashboard of the car !!!)
© 2008 www.PresentationLoad.com
Page ? 11
Page ? 12
?100% premium – Rs 2 per box ( as specified) ?Cost can increase up to 50% ?Reasons for increase in costs
– Increase in cost due to additives in the stick head for lowering the threshold heat required – Marginal Increase in cost due to change in shape and aesthetics on the box – Very marginal increase in base product price ( only addition of 2 lines on a stick) – Maximum increase in cost due to increase in margins given to the end retailers i.e paan-wallas and grocery stores
?Push strategy
Page ? 13
Paan shop keeper /Cigarette seller: ?Will keep it for higher margins. ? For Cigarette packet buyer
Grocery stores where SEC A,B go for shopping ?Will keep it cos I have generated demand by my Ad campaign ?Cos I provide higher margins ?Cos of my attractive packaging house wives pick it from the shelfs
Page ? 14
TV Ads
• Usual campaign ( video) • Deepawali campaign ( video)
PoP Displays
• Paan walla • Grocery stores • PUJA Stores
• • • BTL Advertising •
Hotels weekly workshops in societies kitty parties candle light restaurants
Page ? 15
Page ? 16
© 2008 www.PresentationLoad.com
© 2008 www.PresentationLoad.com
doc_127196264.pptx