BUSINESS PLAN

HARPIC TOOTHPASTE

Kumar Sushant 1st Yr. MBA DMS, PCU

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May 2013
Designed to offer -- All in one toothpaste. Location of operation South India. Using the extensive knowledge-base of Harpic Lowering operating cost (by outsourcing). Penetration into every nook and corner of south India. Securing Green & Clean environment.

To position an innovative toothpaste with a brand name other than Harpic but under the umbrella of Harpic.

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VISION
"Save the teeth Change starts with ME a better oral health starts with Shinite a better morning starts with Shinite a cleaner future starts with Shinite a healthy environment starts with Shinite

MISSION To provide the finest dental hygiene solutions for reducing plaque, tartar, decay & sensitivity by introducing the Shinite toothpaste to each and every segment of our society, through careful analysis, and cost effective solutions. To become the premier company offering the highest quality ecofriendly toothpaste while saving customers money and making positive contributions to our environment.

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Short term -- reach break even point.

Mid term -- use strategic competitiveness and resource infrastructure of Harpic and establish a new market for Shinite.

Long term to be the market leader in India and target developing nations .

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in essence, a service-oriented business.

to increase product penetration to rural population. to increase the wholesalers to smaller towns. to use the distribution path , covering all the rural areas around the towns as well.

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Division Manager

Quality

Marketing

Finance

Packaging

Operators

Helpers

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Step 3 Step 2 Step 1 PROMOTION

PRICING

POSITIONING

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The marketing strategy will be based on generating awareness & visibility about oral hygiene. The strategy will rely on several different forms of communication. The main form is advertisements & the other form of communication will be the use of oral-care camps. The main venues for advertisements will be TV and Print media.

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most advanced in the market affordable and eco-friendly.

Marketing Strategy-PRICING
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Based on the market . Competitive pricing. Value for money.

THINK BRIGHT WITH We will begin promoting Shinite to the market through several avenues. These include: Advertisement through T.V. media, Print media. FM Radio for Urban population & MW and SW radio for Rural population. Hoarding on National highways. Mobile oral-care camps Promotion campaign

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Production Packaging Logistics

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INITIAL INVESTMENT Advance Systems Furniture Printers Office Expenses Stationary Packaging Machinery Total 1000000 500000 500000 100000 50000 25000 2500000 4175000

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Monthly Expenditure Salary Rent Electricity Material Outsourcing Cost Miscellaneous 180000 100000 50000 80000 500000 200000

Total

1110000

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Revenue (6 months) Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Units 10000 15000 20000 28000 40000 60000 330000 495000 660000 924000 1320000 1980000

Total

5709000

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Month 1 2 3 4 5 6 Revenue 330000 495000 660000 924000 1320000 1980000 Expense 1110000 1175000 1210000 1260000 1320000 1500000 Profit/loss -780000 -680000 -550000 -336000 0 480000

Total

-1866000

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STRENGTH Strong and established marketing and sales backbone of Harpic Technical expertise of Harpic. All in one product.

Weakness Product research Quality assurance

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Opportunity
Emerging market growth Deploying advance technologies

Threats
Competitive landscape Increasing commodity prices

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Contributing 2% of total turnover for education of children. dental camp and clinics.

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