Stick jaw a healthy chewing gum

Stick jaw a healthy chewing gum

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  PRAXIS BUSINESS SCHOOL StickJaw Chewing Gum Submitted To: Prof. Srinivas Govindrajan Presented By: Ankita Singh Arunachalam Ramanathan Gaurav Talwar Zeeshan Mohammad
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  CURRENT SCENARIO: StickJaw isconsidered to be the best quality chewing gum with a price of 25% more than its two main competitors. As per consumer ratings, it has got the highest score. But, when a market study was conducted, the StickJaw’s market share (assuming it as by volume) reduced from 38.14% (2005) to 32.67% (2006). On the basis of analysis, it was found that StickJaw was able to retain and gain loyal customers the market was becoming a commodity due to its competitors POSITIONING PLATFORM: On conducting an exploratory research amongst consumers, it was found that people (even smokers) were health conscious about chewing gums and thus was considered to be the point of differentiation. This positioning will be more of a pull strategy and will overcome the push strategy present in the market. Tagline: A healthy chewing gum Rationale: Generally, most of the chewing gum manufacturers use an ingredient called Sorbitol, as it is the most cost-effective artificial sweetener. But, on the other side, it has major side effects like irritable bowel syndrome, dizziness and abdominal flatulence. Assumption: StickJaw is priced higher due to the usage of a healthy artificial sweetener.
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  PROMOTION MIX: In Rossiter-PercyGrid, chewing gum is considered to be a low involvement and negative reinforcement (like bad breath) product. With the proposed positioning, StickJaw will be able to change it to a high involvement and negative reinforcement (on the basis of health) product. The fund allocation: Promotion Mix Funds Allocation Mass Media 50% Sales Promotion 25% Trade Promotion 20% Web 2.0 5% Rationale: Initially, consumers should be aware of the ill-effects on consuming chewing gums containing Sorbitol. Thus, mass media will be used to communicate the same and more funds will be allocated. Then, through sales and trade promotion, the trials of StickJaw will be increased. On using web, both awareness and loyalty will be achieved.
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  MEDIA PLAN: Mass Media:In order to create health awareness amongst consumers, mass media is considered to be the best option as the communication can reach large audience in a short span of time. Based on TAM data, the advertisement will be launched in major national and regional channels. The proposed advertisement is: http://www.youtube.com/watch?v=rxGX6hq93QI Sales Promotion: Free health check-ups will be conducted amongst national players of different sports (none will endorse the brand and none will be forced to participate). Based on their health reports, their current Sorbitol content will be intimated. After two months of StickJaw consumption, their Sorbitol level will be checked again and will eventually be low. A health certificate will be issued to the players. This will create positive ‘word of mouth’ about StickJaw amongst the public. Trade Promotion: In peri-urban areas, the kirana shop shutters will be painted with StickJaw logo. Point-of-sale displays will also be present in the kirana shop. This will increase the visibility of StickJaw. Web 2.0: Facebook and Twitter pages will be created. Through social media, health benefits of StickJaw chewing gum will be quoted. Published articles about side effects of Sorbitol will also be posted. Blogs and pictures of the activities conducted will be published on company website and in social media. Through this two-way communication medium, there will be an increase in number of loyal customers.