Kumar Sushant
1st Yr. MBA
DMS, PCU
BUSINESS PLANHARPIC TOOTHPASTE
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• May 2013
• Designed to offer -- All in one toothpaste.• Location of operation – South India.
• Using the extensive knowledge-base of Harpic
• Lowering operating cost (by outsourcing).• Penetration into every nook and corner of south India.• Securing Green & Clean environment.
To position an innovative toothpaste with a brand name other than Harpic but under the umbrella of Harpic.
Introduction
VISION
"Save the teeth“
Change starts with ME
a better oral health starts with Shinite
a better morning starts with Shinite
a cleaner future starts with Shinite
a healthy environment starts with Shinite
MISSIONTo provide the finest dental hygiene solutions for reducing plaque, tartar, decay & sensitivity by introducing the Shinite toothpaste to each and every segment of our society, through careful analysis, and cost effective solutions.
To become the premier company offering the highest quality eco-friendly toothpaste while saving customers’ money and making positive contributions to our environment.
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Short term -- reach break even point.
Mid term -- use strategic competitiveness and resource infrastructure of Harpic and establish a new market for Shinite.
Long term – to be the market leader in India and target developing nations .
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Business Goals
• in essence, a service-oriented business.– to increase product penetration to rural
population.– to increase the wholesalers to smaller
towns.– to use the distribution path , covering all
the rural areas around the towns as well.
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Business Description
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Organization Structure
Division Manager
Quality Marketing Finance Packaging
Operators Helpers
Step 1• POSITIONING
Step 2• PRICING
Step 3• PROMOTION
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Marketing Strategy
The marketing strategy will be based on generating awareness & visibility about oral hygiene. The strategy will rely on several different forms of communication.
The main form is advertisements & the other form of communication will be the use of oral-care camps. The main venues for advertisements will be TV and Print media.
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Marketing Strategy
most advanced in the marketaffordable and eco-friendly.
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Positioning
Marketing Strategy-PRICING
• Based on the market .• Competitive pricing.• Value for money.
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Pricing
We will begin promoting Shinite to the market through several avenues. These include:
• Advertisement through T.V. media, Print media.• FM Radio for Urban population & MW and SW
radio for Rural population.• Hoarding on National highways.• Mobile oral-care camps• Promotion campaign
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Promotion
Production
Packaging
Logistics
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Operations
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Finance
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Financial Needs
INITIAL INVESTMENT
Advance 1000000
Systems 500000
Furniture 500000
Printers 100000
Office Expenses 50000
Stationary 25000
Packaging Machinery 2500000
Total 4175000
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Financial Needs
Monthly Expenditure
Salary 180000
Rent 100000
Electricity 50000
Material 80000
Outsourcing Cost 500000
Miscellaneous 200000
Total 1110000
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Financial Needs
Revenue (6 months) Units
Month 1 10000 330000
Month 2 15000 495000
Month 3 20000 660000
Month 4 28000 924000
Month 5 40000 1320000
Month 6 60000 1980000
Total 5709000
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Financial Statement
Month Revenue Expense Profit/loss
1 330000 1110000 -780000
2 495000 1175000 -680000
3 660000 1210000 -550000
4 924000 1260000 -336000
5 1320000 1320000 0
6 1980000 1500000 480000
Total -1866000
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SWOT Analysis
STRENGTHStrong and established marketing and sales backbone of Harpic
Technical expertise of Harpic.
All in one product.
WeaknessProduct researchQuality assurance
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SWOT Analysis
Opportunity
Emerging market growthDeploying advance technologiesThreats
Competitive landscape Increasing commodity prices
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Conclusion
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CSR
Contributing 2% of total turnover for
• education of children.• dental camp and clinics.
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