New Product Development

Presentation by:
Angela Nediyodi Roll No. 07
Deepali Aparaj Roll No. 02
New Product Launch by

BLITZKRIEG
the Idea generators
of
NATURALITE
Cosmetic & Health Food
Company

NATURALITE
a Cosmetic & Health food
Important Facts

• Aloe Vera is a member of Liliacea family.

There are over 240 different species of
Aloe.

• Of the 240+ species of Aloe, only four are

of nutritional value to humans and animals.

• Aloe barbadenis miller is the top of these

four.

• A Stable Gel or Brown Apple Syndrome!

Aloe gel must be “Stabilzed” within 4 hours
or it will be of no use.
Example: Potato , Apple
Benefits of Aloe-Vera

Aloe Vera (Aloe barbadensis Miller) is a perennial plant of

liliacea family with turgid green leaves joined at the stem in a
rosette pattern.
Aloe Vera is an amazing mixture of more than 200
constituents, including polysaccharides (a complex
carbohydrate), enzymes, glycoproteins, amino acids,
vitamins and minerals. “First Aid Plant”

Health Benefits:
 Detoxifies Body
 Improves Digestion
 Enhances Immune Support
 Reduces Inflammation
 Healthy Skin
 Regulates Energy Levels
 Provides Daily Dose of Vitamins & Minerals
 Dental Health
 Diabetes Fighter
Business Potential

Global demand of Aloe Vera has risen exponentially.

In India the demand of Aloe Vera gel and powder is

increasing by 10-15% per year.

USA, China, Korea, Japan, Australia and most parts of

Europe has shown a considerable demand for finished Aloe
Vera products.
NATURALITE
Cosmetic & Health Food
Company
Company’s Vision and Mission

Vision :- To be number one in the

Health & Cosmetic segment

Mission :- To reach out globally

Macro Objective :- To hold a substantial market

share

Micro Objective :- Make products worth

50 Cr for cosmetics &
35 Cr for health food
NATURALITE
Cosmetic & Health Food
Company
New Product Information

Amrit Health Drink

- All in one, one for all

Aloe-Marine Face Mask

- Beauty is sea deep
NATURALITE
Cosmetic & Health Food
Company
New Product Information

Product Ingredients Available Pack size

Amrit Health Drink Aloe barbadensis miller 250 ml 1 liter
Mushroom extract    
Bitter gourd extract    
Ginseng (Panax)    
Honey    
Lignin    
Saponins    
Anthraquinones    
Mono & Polysaccharides    
Enzymes    
Water    
NATURALITE
Cosmetic & Health Food
Company
Benefits of Amrit Health Drink
• Fuels bodily systems
• Increases circulation throughout the body

• Is 100% non-toxic with NO negative side effects

• Has direct anti-bacterial, anti-viral, anti-fungal, anti- yeast

& anti-parasitic effects

• Balances & enhances proper immune system functions

• Creates a ‘Tumor necrosis factor’ which restricts the blood

supply to tumors

• Aloe Vera reduces blood sugar in diabetes

NATURALITE
Cosmetic & Health Food
Company
New Product Information

Available
Product Ingredients Pack size
Aloe-Marine Aloe barbadensis gel 125 gms
Face Mask (stabilized) tube
Glycerin    
Honey    
Cucumber    
Algae extract    
Sea kelp extract    
Rosemary extract    
Tocopherol (natural vit. E)    
Water    
Fragrance    
NATURALITE
Cosmetic & Health Food
Company
Benefits of Aloe Marine Face Mask

• Excellent astringent & humidifier

• Rich in vitamins & minerals
• Ideal for fragile skins
• Makes skin soft & smooth
• Removes dead skin
• Renews growth of skin cells
• Diminishes wrinkles
• Protects skin against pollution
• Moisturizer & cleanser
NATURALITE
Cosmetic & Health Food
Company
Marketing Strategy based on 5P’s

Product
 Natural Health Product (i.e. Good Health – the Aloe way)
 Zero Side Affects
 Medical Applications
 Cosmetic Applications

Pricing
 Amrit Health Drink - Rs. 200 for 250 ml & Rs. 650 for 1
liter; Globally it ranges from $17 to $35.
 Aloe Marine Face Mask – Rs. 500 for pack of 125gm Tube;
Globally $16.75
NATURALITE
Cosmetic & Health Food
Company
Marketing Strategy based 5P’s

People
 Semi –Skilled Labour Horticulturists
 Management Staff
 Operations Staff
 Distributors and Dealers

Place
 Channel of distributors and dealers
 Network sales chain
 Prompt supply chain management structure
 Customer support and feedback
NATURALITE
Cosmetic & Health Food
Company
Marketing Strategy based 5P’s
Promotion

Print Media Product Television Networking

Display
Health Magazine Display in TV ad’s Word of
advertisements Stores (OTC) Mouth
News paper Display in Health Good
Advertisements Trade fairs & Channels incentive
community structure
events
Catalogues Beauty Centers Ads on E-marketing
home (diet &
shopping cosmetics
network site)
Malls
NATURALITE
Cosmetic & Health Food
Company
Market Segmentation

Geographic Variables
• By leveraging the benefits of liberalization and integration
of the markets of the world, Naturalite will seek to serve
both domestic and international customers.
• In Phased Manner it would be first launch in Metropolitan
Cities like Mumbai, Hyderabad, Delhi, Chennai, Punjab.

Demographic Variables
• Age – 20 & above; Gender – Both Male and Female (non-
pregnant)
• Income – middle & hi-end consumer
• Occupation – student, working class and retired people
NATURALITE
Cosmetic & Health Food
Company
Product Differentiation

All Aloe is not Created Equal -

• Different processing techniques result in widely varying levels
of concentration, potency and quality.
• Cheaper processing methods and diluted products result in
lower concentration of active ingredients, lower potency and
ultimately a lack of real results.
• Naturalite Aloe products are completely different to anything
else on the market, and it’s unique, patented processing
method that we use ensures the highest concentration of
active ingredients, unparalleled potency and most
importantly, real results.
Independently Tested & Clinically Trialed
• Every batch of Naturalite Aloe is independently ‘assayed’ to
ensure the polysaccharide count is high enough to match our
promise of being the highest potency available anywhere in
the world.
NATURALITE
Cosmetic & Health Food
Company
Product Differentiation
Whole Leaf Content -
• Naturalite Aloe is processed from the whole leaf of the plant, unlike
lesser products that only include the inner ‘fillet’.
• The highest concentration of active ingredients lie just under the rind
of the plant. All of this is captured in the whole leaf process.
Aloin Removal –
• Our process effectively removes the Aloin that is present in the leaf of
the Aloe Vera plant – a substance which can be poisonous in high
enough doses.
• Many products don’t remove the Aloin and dilute their product to
make them safe, reducing their potency and effectiveness.
Cold Processed –
• Heated processing methods have a damaging effect on the active
constituents in the plant and reduce the potency of the end product.
• We use cold processing to avoid these damaging effects, maintaining
the integrity of the plant and delivering maximum potency.
• We also minimize the time interval between harvesting and
processing, avoiding damage that can be caused by excessive
exposure to the sun after harvesting.
NATURALITE
Cosmetic & Health Food
Company
Product Differentiation

Exemplary Growing Conditions -

• Wholly organically grown and harvested from
rich and fertile virgin alluvial soil which has
never been chemically treated.
Our Aloe is Certified by Rajasthan Medicinal Plant
Board of India
Value for Money –
• Due to the concentration and potency of
Naturalite Aloe you get more ‘polysaccharides
for your rupees’, making it the best value for
money Aloe Vera product on the market.
NATURALITE
Cosmetic & Health Food
Company
Target Market

Product Primary Market Secondary

Market
Amrit Health Drink Teens , Youth, Recreational
Working People, Centers ,
Housewives
Hospitals &
(Non-pregnant)
& Elderly people, Medical store
Diabetes
patients, Cancer
Patient
Aloe-Marine Face Mask Teens , Youth, Beauty Salon,
Working People, Malls, fairs &
Housewives & exhibitions
Elderly people
NATURALITE
Cosmetic & Health Food
Company
Manufacturing Set-Up

Vast areas of semi arid land, climatic conditions, soil

composition, cheap labour and low manufacturing cost's
suitable for Aloe Vera production in India.

Naturalite have decided to set its manufacturing unit in

Rajasthan as best suited for cultivation and production of
Aloe Vera. They have also considered the following factors
for selection of the location :
Easy availability of plant saplings, fertilizers, skilled labours,
extraction and production machinery.
The Rajasthan Medicinal Plant Board of India provides
technical support and subsidies.
Easy availability of Financial support from banks at low
interest rate.
NATURALITE
Cosmetic & Health Food State of the Art Manufacturing Set-up
Company
NATURALITE
Cosmetic & Health Food State of the Art Manufacturing Set-up
Company
NATURALITE
Cosmetic & Health Food
Company
Total Expenditure

Total Amount
Particulars   (Rs)
Fixed Cost 8,478,000
Variable Cost
Advertising & Promotion Cost 16,500,000
Others 32,070,000 53,570,000
Total Cost of Expenditure   62,048,000

Business Analysis
Microsoft Office
Excel 97-2003 Worksheet
NATURALITE
Cosmetic & Health Food
Company
Total Estimated Profit

Sales
Total Amount
Brand (Rs.)
Marine
  Amrit-250ml Amrit- 1 litreMask  
Units 500,000 160,000 200,000 860,000
Price per
unit 200 650 500 
Value 100,000,000 104,000,000 100,000,000 304,000,000
Total Sales 304,000,000
Total Expenditure 62,048,000
Profit 241,952,000
NATURALITE
Cosmetic & Health Food
Company
Suggestions

After successful launch of these products, the product

portfolio can be increased by introducing products in Skin
Care & Cosmetic Segment.

The products to be included in the portfolio will be:

 Aloe Scrub
 Aloe Toner & Cleanser
 Lip Gloss
 Eye Liner
 Lip Balm
 Lip Sticks
 Aloe Juice – Weight Loss
Thank You