CASE ANALYSIS: BHAVSAR’S HERBAL SMOKING DEVICE - NIRDOSH
Critical Decision Areas – Identifying alternatives and evaluation
4 P’s
1. Product Development
a. Selection and procurement of filter – Recommend use of filters for preventing the inhaling of solid particles
b. Selection and development of wrapper filter
i. Tendu leaves
ii. White paper
iii. Special coloured medicinal paper – would be costly but will be i) familiar ii) no harmful effects iii) hides the stains and staleness impact they give
c. Packing - Shape of the pack
i. Rectangular cardboard sized pack resembling cigarettes – primary target customer segment is cigarette smoking community
ii. Conical pack representing biris
d. Change of brand name from “Nirdosh”
2. Promotion
a. Promotion of benefits in insert
i. emphasise on the health benefits
ii. tobacco-free
b. Missing punch - line. Should come up with catchy punch-line like “Ek kash zindagi ka!”
c. If possible try getting “Ashok Kumar” on cover pack
d. Make the product more visible using low cost advertising medium
i. Newspaper
ii. Magazines
iii. Radio (or Doordarshan but costly)
iv. Outdoor Advertising - Bus Panels (or Hoardings but costly)
v. Door – to – door selling should be stressed and continued
3. Price
a. High Price- Niche Product
b. Comparable Price – Market as a substitute for cigarettes/Biri with medicinal properties
4. Place
a. Try and target more resellers and expand distribution network
b. Make the product available – Arrange for marketing using mobile vans
Needs:
Stated needs: Something which satisfies the urge to smoke and give similar benefits as cigarettes/ biris
Secret Needs:
i) Have the same ...