MARKETING PLAN-EASY

PEASY
GROUP -2

VENTURES
1. Abhishek Kumar (120065)

2. Alifa Fatima (F0202)

3. Rahul Raj (120096)

4. Sapna Rani (120099)

5. Shilpi Kumari (120102)

6. Yukti Sharma (120120)

Guided by – Prof. N. Mohanty

About the company “VENTURES”

 Founded –5 July 2019

 Office Location – Patna

 Legal Structure – Partnership

 Business Stage – Introduction Stage

What does Ventures do? Manufactures Anti-flatulent.

Why? Instant relief from Ulcer, sore swelling and

liver swelling

Customers? Age group of 12 and above.

Customer value proposition Instant relief from excessive gas.

Key resources Manufacturing facilities, Warehousing,

Distribution.

Lines of Business Anti-flatulent in various forms.

Expansion Domestic stores, supply chains and franchises

and online stores.

2
ABOUT EASY PEASY

 Easy Peasy is an Anti-flatulent or antacid which is a drug used for the alleviation or

prevention of excessive intestinal gas.

 Easy peasy candies will ensure that this antacid offering is not only easy-to-carry but

also convenient- to-consume.

 Easy peasy relieves from the acidity instantaneously in less than 10 seconds.

Why Easy Peasy?

 It gives Instant Relief from excessive intestinal gas.

 There is no Side Effects

 Sugar Free variants are also available in the market.

 Easy peasy is suitable for people of different age groups that is Adults as well as old

people.

 It is safe for kids too (in case they need to have it)

 Easy peasy will be available in different exciting flavours that are orange, Cola , mint

and so on.

 All the flavours are sugar free in nature.

 Also help in prevention from ulcers, sore stomach and liver swelling

3
4 C’s of Marketing

1) Company – We “EASY PEASY” bring to people an expert range of anti-flatulent

which will provide instant relief from alleviation or excessive intestinal gas,

i.e., flatulence.

2) Customers – Our target audience is Patna population. We are looking forward to

cover all the income groups with our different forms of anti-flatulent.

3) Collaborators – We will collaborate with health experts and various supply chains to

have a better accessibility of the product.

4) Competitors – ENO, PUDIN HARA, DIGENE, HIMALAYA GASEX etc.

 Competitor analysis

BRAND PRODUCT SUPPORIVE UNSUPPORTIVE

ENO Instant relief

from acidity

4
DIGENE Available in It takes time to

syrups and cure acidity

tablets forms.

PUDIN HARA One of the most Not available in

trusted brands various flavors

over the years.

HIMALAYA Promising Not available

GASEX market conveniently in

rural areas.

PATANJALI Claims to be Lack in various

natural. forms

5
POPs and PODs

 Points of parity

1. Instant relief from acidity

2. Affordable

3. Various forms

4. Conveniently available

 Points of differences

1. Exciting flavors

2. Availability in Sugar free variants

3. Safe for kids

4. Prevention from ulcers, sore stomach and liver swelling

6
MARKETING MIX

Five Product Level

 CORE BENEFIT OF THE PRODUCT

Instant relieves from acidity in less than 10 secs

 BASIC PRODUCT

Tablets, powder, liquids and candies

 EXPECTED PRODUCT

Properly sealed packet with mentioned expiry date and compositions.

 AUGMENTED PRODUCT

Available in various sugar free flavors

 POTENTIAL PRODUCT

Antacids in candy form

7
  PRODUCT MIX

VENTURES

EASY PEASY

AVAILABLE IN:
 SACHETS
 BOTTLES
 TABLETS
 CANDY

 PRODUCT HIERARCHY

NEED FAMILY Prevention of excessive

intestinal gas

PRODUCT FAMILY Anti-flatulent

v
PRODUCT CLASS Candies, Syrup, Powder And
Tablets

8
PRODUCT LINE Eno, Pepfiz And Digene

PRODUCT TYPE All basic flavours

Tablets:200mg, Sachets:5
ITEM grams and syrups:50 ml,100
ml and 200 ml

 PRICE

 Pricing objective: - Maximum market share through lower price

than competitor.

 Methods for setting price- Markup pricing

Price of easy peasy Price of easy peasy Price of easy peasy Price of easy peasy

powder = 6 syrup (200 ml) = 85 tablets (10 tablets candies=2

(markup price) (markup price) per packet) = 15 (markup price)

(markup price)

Fixed cost=200000 Fixed cost=1050000 Fixed cost= 900000 Fixed cost= 300000

Variable cost per Variable cost per Variable cost per Variable cost per

unit=3 unit=57 unit=6 unit= 0.5

cost per unit=4 cost per unit=72 cost per unit=10.5 cost per unit= 1

9
 Expected units Expected units sell= Expected units sell= Expected units

sell=100000 70000 200000 sell=1000000

desired return on desired return on desired return on desired return on

sales= 35% sales= 15% sales= 30% sales=50%

Unit cost= variable cost per unit+ (fixed cost/ units sales)

Markup price= = unit cost/ (1 - desired return on sales)

 PLACE

 LOCATION – PATNA

SIZE

Total Population- Customer Target Population- 4

9.9 crore population- 6 crore crore

10
  PROMOTION

ADVERTISNG Newspapers, bill boards, local tv channels, radio etc.

PUBLIC RELATION No compromise with quality
SALES PROMOTION Social media sites like Facebook, Instagram, twitter etc.
Market research through surveys, secondary researches
DIRECT MARKETING etclocal

 CONSUMER BUYING DECISION

Consumers are concerned about

Need Recognition their health and well-being
especially in urban areas.

Consumers are aware of

Identification of alternatives alternatives like ENO,
PUDINHARA, and DIGENE
etc.

Consumers may check the

Evaluation of alternatives contents of various brands
available to evaluate which one
suits them.

11
 After evaluation consumers will
Purchase related decisions decide which product to be
purchased

Consumers assess whether the

Post Purchase Behavior product bought has fulfilled the
promise.

STP ANALYSIS

 SEGMENTATION

 Demography of Patna

Patna

45% urban popolation

55% rural popultion

 Age distribution % of Patna

12
 Age

52

17
2 5
15 - 25 26 - 35 36 - 50 MORE THAN 50
Age

 Economic factors

• EASY PEASY will be available in various forms with different range of price

according to the quantity.

• EASY PEASY will be widely available in Patna market through various supply

chains.

 Social factors

 People in rural areas generally ignores the acidic pain and use some traditional

methods to reduce the pain which does not provide instant relief.

 The change in food habit and the multi-cultural cuisine of our country makes us an

acidity prone people. We can see it through antacid growth market trend of all over

13
 the world of 2018.

 Our plan

We will launch awareness campaigns in rural areas of Patna regarding anti-flatulent and

its benefits and also use that opportunity to promote EASY PEASY.

 Legal factors

APPROVALS REQUIRED FROM RESPECTIVE AUTHORITY/

DEPARTMENT:

 Licence for manufacturing, retailing, importing, dealing under legal

metrology.

 Registration under the shops and establishment act.

 Policies fixed by medical authority and local sales policy set by the

government.

14
 TARGET CUSTOMERS

 Rural Population-: Rural population are the potential target as they can be easily

influence to use our product since there are very few competitions in the rural regions

of Patna.

 Cost Effective Customers-: The brand “EASY PEASY” is available in economical

cost and gives instant relief against intestinal gas.

 Working Population-: “EASY PEASY” gives instant relief during excessive

intestinal gas which will attract the working-class population who are already

stretched with their busy working schedule.

 Old age peoples-: Old age persons are often suffered by intestinal gas, “EASY

PEASY” can cure their problem even though they have other health complications.

 Teenage Students-: “EASY PEASY” has the potential to attract the modern-day

youths who intend to use modern techniques to cure their health problems in order to

get instant cure.

 POSITIONING

 Easy to carry.

 Easy to consume.

15
 Instant Relief.

 Safe for Kids.

 Can be consumed by older and younger

generations.

 Exciting Flavors.

 Sugar Free.

 No side Effect.

16
17