IMCMEENA KHAKI POWDER

BySavio D’Souza (10)

Manas Deka (07)Himanshu Shete (39)

Visit to Atgaon & Sakharoli Village

Atgaon: Village located in Shahapur of Thane district, Maharashtra with total 511 families residing. Population of 2453 of which 1259 are males while 1194 are females as per Population Census 2011.

Sakharoli: Village located in Shahapur of Thane district, Maharashtra with total 267 families residing. The Sakharoli village has population of 1247 of which 611 are males while 636 are females as per Population Census 2011.

The neighbouring villages within a radius of 10 kms from Shahpur city with population of more than 1000 includes Nadgaon, Kalambhe, Vafe, Sapagaon, Kharivali, Aware, Nandgaor, Kalamgao, Tanasa and Awale.

Few Clicks

Interaction with Retailers and Villagers

Few More Clicks

OverviewMeena Products Pvt. Ltd

Founder: Mrs. Mangala Moreshwar Potdar

Year: 1958

Current CEO: Mr Pradeep Made

Manufactured By:

MEENA PRODUCTS

Plot no 96, Panvel Ind. Estate, Panvel,

Dist Raigad- 410206

Product PortfolioMeena Khaki Powder

Meena Khaki Powder Premium

Meeco Cool Talc

Meeco Premium Talc

Meeco Face Wash

Various SKUs

Meena Khaki Powder SKUs with margin

Manufacturing Plant and Head Office

Interaction with the CEO at his Office

Current Marketing ActivitiesUnder Mr.Pradeep Made, appointed 14 sales

persons: 2 Area Sales Managers and 12 Sales Officers.

In the past one year it has appointed 45 distributors covering 14 districts in Maharashtra.

It has also sought the services of a rural marketing research firm in order to better understand rural consumer behaviour.

It has contracted an advertising agency in order to launch its first ever IMC campaign.

SWOTStrengths:

60 year old brand, started in 1965Strong foothold in Maharashtra in the rural segmentHave wide range of SKU’sWeaknesses:Poor distributionNo advertising and communication strategyPerceived only as a face powderConsumption is low in terms of the SKU

Opportunities:Only available in Maharashtra, targeting Pan IndiaFocus on the Premium category of talcum powder with new range

“MEECO”Threats:Many competitors, especially from large brands like HUL(Ponds),

Emami etcSubstitute products

Objectives1)Overall revenue increase by 60% as compared to the previous year

2)Increase in sales volume of larger SKU’s namely 125 g and 300 g variants by 40 % during the stated period as compared to previous year

3)Keeping the advertising and communications budget limited to Rs.10 lakhs for the financial year 2017-18

4) Comprehensive coverage of villages in and around Shahapur Taluka thus formulating a region-specific Integrated marketing strategy

7 Box Model

Newspaper Advertisement

Jeep Painting Advertisement

Wall Painting Advertisement

Dangler Advertisement

Hoarding Advertisement

Haat Bazar Street Plays

Creative: Newspaper Ad (8x8 sq.cm color)

सौन्दर्य� आणि ताजेपाचा भरवसा

मीना खाकीपावडर

स्पर्शाा�ला मऊआणिआनंदार्यी सुगंध

Wall Painting Ad

Dangler Advertising

Hoarding Ad

Action Plan1. Newspaper Advertising: ‘Punyanagri’ -daily circulation of over 33360 in Mumbai and

Thane districts. 8x8 sq cm back page colour ads, each at a cost of Rs. 40000, every 2nd and 4th Friday of the months of March, April, May, August, October and November.

2. Jeep Painting Advertising: 20 jeeps painted with ads on the sides of these jeeps. These painted ads will be for the 3 months of March, April and May.

3. Wall Painting Advertising:Paint ads on a minimum of 2 walls

4. Dangler Advertising: 1 store for every 500 people.Danglers will need replacement every 4 month

5. Hoarding Advertising: 5x2 square feet EcoSolvent Flex hoardings at places such as prominent locations such as crossroads, outside schools, gram pachayat offices, and weekly bazaar locations. We expect to erect 15 such hoardings in the villages.

6. Haat bazaar Street plays: Haat bazaar is the Friday weekly bazaar that takes place near Shahapur city. Over 10000 people frequent this bazaar. Plays on a quarterly basis, each time with a different theme: beauty, sweat control, hygiene and body odour.

Cost of IMC activities

IMC Budget

Controls1)Monitoring the sales of larger SKU’s i.e.125 g and 300 g variants during the stated period

2)Keeping a check on monthly revenue pattern in comparison to that of previous year

3) Evaluating sales on a month by month basis against the current advertising and communication expenditure incurred on a periodic basis

4)Changing communications mix for a particular time frame to optimize the overall effect according to changes in expected demand pattern

P&L StatementParticulars 2016-17(in RS) 2017-18(Projected)(in RS)

Sales Revenue 6,80,00,000 10,90,00,000

COGS 3,10,00,000 4,65,00,000

Gross profit 3,70,00,000 6,25,00,000

Less: Expenses

Advertising 0 1,60,00,000

Wages & Salaries 99,60,000 1,49,52,000

Distribution 40,00,000 85,00,000

Other Expenses(including miscellaneous)

65,00,000 1,10,00,000

Total 1,65,40,000 1,20,48,000

Thank You