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TUSHAR GHORPADE
Question & Answer #01
1
Competitive Advantage –
The product should qualify for below 4 points to have Competitive Advantage
•Difficult to Mimic – The product is Patented and hence it is difficult to use same
ingredients to make similar product.
•Unique – It is first of its product in market which is cigarette but does not have
harmful effects.
•Superior To Competition – It is superior in terms of non-nicotine attributes as
well as having competitive pricing region wise.
•Applicable to Multiple Situations – It can be used for cigarette and bidi which is
major market in India.
Core Competency -
•It provides wide variety of smoking markets like bidi, cigarette, pipe, cigars,etc
•It doesn’t have nicotine and other harmful chemicals of tobacco (Benefit).
•Due to patent it is hard to imitate.
Question & Answer #02
4
USER: This deals with positioning a product keeping in mind a specific user or
a class of users.
Focus – 40% user
Who want to quit.
Campaign –
Experiential as 81% of
People say it tastes &
Gives pleasure same as
Cigarette.
Position Statement –
E.g. For all those who are
Trapped in addiction of
Tobacco smoking. Here
Is cigarette that cares for
Your life.
For People who are willing to give up tobacco but not the smoking habit
More Factors To Consider
8
The 25% of excise duty applicable on Tabacco Products is not for Vardhaan.
Hence Pricing can be kept competitive and the margins can be passed to
Wholesalers and Retailers, who will sell more due to higher profit margins.
Push & Pull Campaigns – The Retailers (Panshops & Kirana) will push the
sample for free trail. Pull – Smokers will be educated by providing information
for benefits of nicotine free smoking (NGO Tie Up)
Pink Power Campaign – Indian Women are on high rise for addition of
smoking which are perfect target market, special pink packaging, awareness of
specific harm on female health, smokers cough issues, and pre-pregnancy
market.
9
Thank You