Nirdosh- m.m. Case Study
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Transcript of Nirdosh- m.m. Case Study
Group Members:Group Members:
RUCHITA KACHHADIA (20)NIKHIL MAHESHWARI (21)NIRAJKUMAR (24)PATEL DIVYANG (32)YASH SHAH (43)
COMPANY’S PROFILE COMPANY’S PROFILE
Company’s name : MAANS PRODUCTS (Ahmedabad)Family owned proprietary organisationOwner : Mr.Natvarlal Bhavsar Biri ManufacturingRunning since past 2 decades Assets
-Manufacturing & storing Premises (30-40 workers)-Large storage area for Raw material & Finished
Goods
Product Idea – Beginning of Product Idea – Beginning of “NIRDOSH“NIRDOSH””
Interested in developing an ayurvedic herbal non-tobacco smoking device in late 70’s.
Idea – When some vaidyas asked Mr.Bhavsar to roll ayurvedic material mix in form of beedi for their patients.
Started experimentingOutcome was a good mix of
some 14 herbs rolled into herbal beedi.
The Benefits of Nirdosh The Benefits of Nirdosh
Helps body's defense mechanism work against diseases
Real rejuvenatorInduces a sense of well being & helps
concentrate mind due to herbal contents
A throat cleaner, thus enhances sonority a singer's voice
No nicotine- no harm to the healthNo paper to burn-no harm to the
healthLong-lasting pleasant smell of smoke
4 P’S 4 P’S
PRODUCTPRICEPLACEPROMOTION
Product Product Raw material : mixture of 14
herbs• Filter• Wrapper : tendu leaf,alternate
to develop special medicinal paper
Pack : rectangle box,wrapped by cellophane paper
• Pack Insert : an instruction leaflet
• Brand Name:Nirdosh meaning “innocent”
• Print content on the pack : Bicets coined by taking 2 letter from biris & cigarettes
PricePriceSR.NO
PACKING DETAILS RATE UNIT
1 10 pcs. In one packet 2.00 Packet
2 10 packets in one plastic pack
20.00 10 packets
3 20 plastic packs in one carton
400 Carton
4 40 plastic packs in one carton
800 Carton
5 80 plastic packs in one carton
1600 CartonSuggested consumer price per pack is Rs.2.50
PlacePlace
One main outlet in Ahmedabad
Various others towns & cities of India
PromotionPromotion
Distribution of Free SamplesEmphazing on the health
benefitsMake the product more
visible using low cost advertising medium .viz-Newspaper -Magazines -Radio (or Doordarshan but costly) -Outdoor Advertising -Door – to – door selling
StrengthStrength Unique product in offering. Social cause to remove the harmful effect of
Nicotine. Well supported by the society. Niche market with probably no competition. Product is not only a replacement to tobacco
but also has health benefits associates with it.
WeaknessWeakness
Seasonal availability characteristics of raw material.
Smoking may not accepted in India.
Scare resource for investment in the equipments.
OpportunityOpportunity
Supplying the product to a much wider audience. Can go national instead of just concentrating in the
state Can collaborate with Social houses and Indian
Government Can explore options of exporting the product by
maintainingthe quality standards.
Ayurved is much known in India but is unknown to the world hence the product will have a catchy effect to it
Possibilities of going international
ThreatsThreats No patent taken. This can lead to competition
and eventually downfall of the whole idea. The raw material like herbs is seasonal. Increase in production will require technology
involvement. Lack of intent and effort may lead to limiting the
growth perspective Competition from cheaper cigarettes
Marketing Strategy :Marketing Strategy :
Societal marketing concept•Society•Consumers•Company
SuggestionsSuggestions::
To find alternate ways to expand the supply chain
Enhancement of Advertising for selling. Use the Tag-line of the product. change in packing to set up with new
environment.Need to approach bank & other sources to
raise the fund for the project.
ConclusionConclusion::Beneficial to your entire bodyCan be used to quite smokingIt can be smoked in moderation to
enhance health.Niche productPotential to do well in the marketA health remedy
THANK YOU