Introduction:

Lovissa is currently looking to maximize its sales through various channels.

The Target Market for Lovissa is mainly the rural and sub-urban regions in Odisha.

The existing channel has currently generated only 45,000 Rs from 3 schools and 20,000 from 4
SHGs which was achieved through personal connections

Currently, the company is not generating enough sales due to 3 major reasons:
1) Minimum efforts in Marketing
2) The implementation of the government schemes is disrupting Lovissa’s clientele
3) Incomplete Knowledge of the market

Hypotheses: To clear out existing stock (Rs.4 Lakhs), the client should be looking to target at
least 20,000 women in Odisha in the age group of 12-48.

The company should approach the distribution channel under 2 categories:

1. Non Commerical Channel
2. Commercial Channel.
 Non-Commercial Channel

Implementation Roadmap: (Not in order)

Local NGOs:

NGOs based Odisha will Lovissa a wide

Example

Aaina, one of the most reputed NGOs in Odisha can help

Lovissa by buying their stock at a negotiable price and help in
achieving all the points that are mentioned above
They occupy a wide network for their distribution channel all
over Odisha, this can help us reach at least the neighboring
districts of Bhubaneshwar.

Note: Compilation of lists of NGOs that have women workers

in it which will help in distribution more efficiently and also
 identify key areas where the product can be sold effectively.
(*Commission will be charged)

2) 2nd Approach: Collaborating with SHGs and ASHA workers

and approaching the village sarpanch committee, especially the
female sarpanch to allow the usage of Lovissa Sanitary pads
instead of cloth pads.

Vikash Foundation
Deputy Programme Director: Ashutosh Hota
Phone no: +91-674-2548306

3) 3rd Approach:

Creating a Women-centric distribution model

1)Hiring for female volunteers through
2)acquired through local NGOs, giving them a commission for the
products distributed (Explain with numbers)
3) ASHA Workers: Employing them to target village areas and grant
them a commission. ASHA workers will have a better knowledge of
reaching underserved regions. Hiring them as a separate agent can
help in client retention and charge them a commission individually.

4) SHGs: The same approach can be used for SHGs

Pavna: A unique community-based menstrual hygiene program

(orfonline.org) Utilizing SHGs and ASHA workers by adopting the
same strategy mentioned above.
International NGOs:

Approaching international NGOs will help expand their base beyond

Odisha and will give them a wider reach.
Bulk sales* can be achieved via International NGOs

Approach: The client’s experience with working on CSR projects and

Global NGOs can be leveraged accordingly.

List to be made of International NGOs*

CSR Initiative:

A group of small businesses can collaborate and take up CSR activities as per their
combined agenda. This method will help all the entities to contribute towards the
community work with their limited resources and funds.

The combination of Small Businesses for carrying out CSR initiatives will help in
customer retention, improve business reputation, and also attract suitable employees.

Example: Grozip is an emerging e-commerce company based out of Odisha and they
have collaborated with local NGOs to distribute free sanitary pads.

Ananda Kumar Mishra, a Bhubaneswar-based entrepreneur who runs an online

grocery store named Grozip, has started an initiative inviting people to donate
sanitary napkins.
FMCG companies looking for CSR projects can also be capitalized.
Collaborations as in being part of their CSR project.

Pitch: Funding will only be required by the company for distribution

purposes, no costs will be used in setting up manufacturing plants
which are usually the problems faced by CSR companies.

Target School Principals especially those who are females:

Approach: Connecting with schools in suburban and rural regions,

especially with females in the managing committee because there is a
higher chance of retaining them as part of our clientele.

Pitch: Being part of Lovissa’s marketing campaign will help the school
generate awareness and build its overall reputation.

Analysis:
Creating an all-women-centric model, where women are employed
and capitalized on all fronts helps in increasing accessibility and also
increasing customer acquisition and retention as it will help in brand
improvement, and loyalty towards the organization. An increase in
women's participation will lead to more distribution as it will be easy to
relate to and also at the same time improve the company’s reputation.

Conclusion:
Using this roadmap for noncommercial channels can help us establish
Lovissa’s client base in rural areas and also lead to the retention of
customers by offering the price at a subsidized rate.
 Commercial Channel: (2nd Stage)

Commercial Channels:(Acquisition)

● • Kinara Stores
● . Weekly Haat bazaars
• Pharmacies
• Health Clinics
• Online shopping
• Local Stores
• Beauty parlors( Free stock)
• Hotels(Targeting mainly 2-3star hotels)

Marketing Campaigns under the Distribution channel:

By using the marketing tactics of Bombay Shaving Company

#razorprenuer, we can introduce a similar campaign using the
name #padpreneur.

Padpreneur: This is a multi-level marketing tactic where we use

the help of volunteers and sell Lovissa pads in the Urban Areas
especially targeting the millennial and Gen Z female population in
Bhubaneshwar.

Reference: Copy the idea of Razorprenuer

Save a Girl Child: Setting up booths in Urban areas by using the
tagline "Save a girl child "

Donor Campaigns: Collecting sponsors for pad distribution,

running it on social media, and encouraging supporters to use #
on their stories.

Government Schemes:

According to the Khushi scheme, adolescent girls are provided free

sanitary pads. The aim is to reach 17 Lakh students from classes
6-12.

Government scheme Loopholes: Odisha has the highest dropout rates

in secondary-level education, the gross enrolment ratio is currently
27.3% for secondary education.

Analysis: Lovissa can capitalize upon the adolescent girls dropping

out of school as they will have no access to free sanitary pads.
NGOs | District Cuttack , Government of Odisha | India
NGOs | Website of Puri District Administration | India