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Analysis of Tinder Care Diper
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TenderCare Disposable Dipers(Rocky Mountain Medical Corp.)
Group PresentationAshwarj Bhargava, Ashwani Kumar, Bhishm Yadav,
Prabodh Siwakoty
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COMPANY NAME
ABS.COMPRESENTATION HIGHLIGHTS
COMPETITORS
INTRODUCTION
SWOT & BEP ANALYSIS (HEAD ON STRATEGY)
SWOT & BEP ANALYSIS (DIAPER RASG STRATEGY)
THE TIPPING POINT
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COMPANY NAME
ABS.COMBRIEF INTRODUCTION
Robert Morrison initiated the company in late 1982 at Denver, Colorado. It is a medical corporation focusing on medical equipment's and baby diapers.
Grew from a $400,000 company to $2.4 million company in 1984 and were expected to reach $3.4 million in 1985.
• With its phototherapy products • They treat infants jaundice,
a condition experienced by some 5 to 10 percent of all new born babies under the trade mark Alpha-Lite to hospitals
• The home phototherapy line of products was marketed under the trade mark Baby-Lite
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COMPANY NAME
ABS.COMAREA OF OPERATION
USA
CALIFORNIA
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COMPANY NAME
ABS.COMCOMPETITORS
PAMPERS
Market Share1984: 32%1985: 28%
HUGGIES
Market Share1984: 24%1985: 28%
LUVS
Market Share1984: 20%1985: 20%
OTHERS
OTHERS
Market Share1984: 24%1985: 24%
SWOT & BEPANALYSIS
HEAD ON STRATEGY
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COMPANY NAME
ABS.COMSWOT ANALYSIS
01• Unique Product• Touch Test• Effective Promotion Campaign
STRENGTHFirst of It’s Kind
Huge Cost of Marketing
Standing out of The Crowd
Big Sharks in Small Pond
03OPPORTUNITY
• Kept in same price segment• Discount Coupons• Stay ahead
04THREAT
• Less quantity with same price• Competition from Big Players
02 • New product in existing market• Advertisement is Variable CostWEAKNESS
HEAD ON STRATEGY
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COMPANY NAME
ABS.COMBREAK EVEN ANALYSIS
TARGET MARKET
CONTRIBUTION MARGIN
BREAK EVEN POINT
P&G spends annually $40Mn & Kimberly – Clark spends $19Mn11% of $19,000,000 : 2.09 MillionAssuming Rocky Mountain spends 50% on advertising on 60:30:10 ratio2.09/2 : 1.045 Million (Total Cost)0.03 Cent
1.045 Mn / 0.03 : 34.833 MillonTotal cost / CM : BEP
HEAD ON STRATEGY
SWOT & BEP ANALYSIS
DIAPER RASH STRATEGY
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COMPANY NAME
ABS.COMSWOT ANALYSIS
01• Daily used product turned to
be medical product• Recommended by doctors
STRENGTHYou need it
Pending Approval
No one claiming “We are Rashes Proof”
Big Sharks in Small Pond
03OPPORTUNITY
• Creation of new segment• No competitor for this product
04THREAT
• Chance of losing first movers advantage
• Competition from Big Players
02• Entry into unknown territory• FDA approval pending
WEAKNESS
DIAPER RASH STRATEGY
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COMPANY NAME
ABS.COMBREAK EVEN ANALYSIS
TARGET MARKET
CONTRIBUTION MARGIN
BREAK EVEN POINT
No. of doctor & nurses in USA: 400,000No of Doctor and Nurses in California:
11% * 400000 : 44,000 Mailing List 60/1000*44,000= $ 2640Cost to print and Mail : 250/1000*44,000= $11,000Cost of including diaper = 400/1000*44,000 = $ 17600Cost of demonstration = 6*22,000 = $132,000Total Cost = $ 163,240
0.09 Cent
163240 / 0.09 : 1813777.7 (1.8 Million) Total cost / CM : BEP
DIAPER RASH STRATEGY
THE TIPPING POINT
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COMPANY NAME
ABS.COMWHY HEAD ON
Direct ImpactOn Customer
Large Market Penetration
If Successful,Prominent companyGrowth
Global Reach in Near Future
HEAD ON STRATEGY
Thank You