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iChew
Team: TVSGreat Lakes Institute of Management,Chennai
Product & Concept - iChew
Safe and smart contraceptive chewing gum that offers you an effective way to prevent an
unplanned pregnancy
Low dosage with lesser side effects
Emergency contraceptive chewing gum unlike the 21 day pill, can be taken 24 hrs before to 48
hrs after intercourse
Product & Concept - iChew
Why?
iChew will shatter the negative connotations attached with pills available in market
Product & Concept - iChew
How?
It works in any of the three different ways depending on where you may be in your menstrual cycle.
It may stop an egg being released from the ovary.
If an egg has been released, iChew may prevent the sperm from fertilizing it.
If the egg is already fertilized, it may prevent it from attaching itself to the lining of the uterus.
Technological aspects and feasibility
• Low dosage Emergency Oral Contraceptive (ECP)
• Contains Estrogen and Progestin• Research has considerably brought down
levels of Progestin in ECP
The Journey Through Round II
Introduction
Acceptability
Conclusions
…opinions, discussions and participation from
people across 19 nations
What are the shortcomings of the currently available contraceptive pills?
Multiple Side Effects
Needs to follow a regular time table without missing out on any day
Not 100% safe
The popping pills gives the feeling as if one is under medication
Costly
Other
0% 10% 20% 30% 40% 50% 60% 70% 80%
70%
64%
45%
42%
15%
3%
Are you aware of the side effects of contraceptive pills ?
Lesser Side effects
Something which takes away its medicinal tag
The need to follow a regular time table is not there
Something that could motivate people to use them
Other
0% 10% 20% 30% 40% 50% 60% 70% 80%
73%
39%
55%
48%
6%
Are you willing to use a contraceptive pill which is in the form of a chewing gum?
91%
9%
YesNo
Does it excites you if the contraceptive chewing gum is available you in form of various flavors?
88%
12%
YesNo
Segmentation
Targeting
Positioning
Pricing & Budget EstimationParticulars Budget Per Unit Cost (Breakeven
at 2,40,000)Research & Development 25,00,000 10.41
Marketing Cost 50,00,000 20.83
Administration Cost 15,00,000 6.25
Website Maintenance 2,00,000 0.83
Total Misc Cost 92,00,000 38.33
Pricing & Budget EstimationParticulars Detail Per Unit Cost
Chemical Cost 3
Making Cost 1.5
Packaging Cost 1.5
Total manufacturing Cost 6
Total Misc Cost (R&D, Marketing, Administration etc)
*break-up was explained on previous slide
38.33
Excise 8% of 60% of Retailer Price
2.62
CNF Cost 5% of Distributor Price 2.36
Distributor Margin 10% of Retailer Price 5.17
Retailer Margin 20% Profit Margin 10.85
Exclusive VAT 5% of MRP 3.45
MRP (inclusive of VAT) 69
0-level Distribution Channel
Online Retail
2-level Distribution Channel
Visual Merchandising
Visual Merchandising
Dispensers
Other Distribution Channels
• Women Merchandise shops
• Accessory shops
• Spas and Saloons
• Partnering with Women Health Care and Life Style centers like VLCC.
• Co - retailing and Bundling in future e.g. with Sanitary Pads Napkins.
First Roll Out
Second Roll Out
Brand Ambassador
Questions???