NIrdosh -Case study
Marketing Case Study
Bhavsar’s herbal smoking device – Nirdosh
Introduction: The idea behind “Nirdosh” , a unique non-tobacco smoking device, was envisioned by Mr. Natwarlal Bhavsar. Mr. Natwarlal inherited a family business of making and marketing bidis. This family business was run under the brand name of Maans Products. Nirdosh was prepared by rolling herbs on a tendu leaf. Mr. Bhavsar cited several health benefits of Nirdosh and also claimed that this device will help the tobacco smokers to quit smoking.
Challanges Faced: Mr. Bhavsar was unsure of the way he wanted to market Nirdosh. The dilemma he faced was whether to market Nirdosh as a heath remedy (for cure of cold, cough, asthma, etc) or as a device to help tobacco smokers to quit smoking. Both these options had a very distinct market segment which needed to be targeted.
Additionally, Mr. Bhavsar had some product development issues which he needed to sort out before he could start marketing the product. These included automation and procurement of machinery for rolling of the cigarettes.
Situational Analysis and Marketing Mix
STP analysis:
Segmentation: The market for Nirdosh can be segmented on the basis of prior smoking habits of an individual. The current sales trends of Nirdosh indicate that majority of consumers of Nirdosh are the people who are tobacco cigarette/bidi users. There is huge opportunity in this segment as the number of tobacco smokers (cigarette and bidi) is approximated to be around 150mn. Wealthy cigarette smokers will serve as a great potential segment for marketing Nirdosh. Mr. Bhavsar also has an option to market this product as a health remedy product. But this market segment is not particularly well defined. Moreover, being a smoking device many doctors/patients may not adhere to this idea.
Targeting: The target segment for promoting Nirdosh should be wealthy cigarette smokers. This segment is
Bhavsar’s herbal smoking device – Nirdosh
Introduction: The idea behind “Nirdosh” , a unique non-tobacco smoking device, was envisioned by Mr. Natwarlal Bhavsar. Mr. Natwarlal inherited a family business of making and marketing bidis. This family business was run under the brand name of Maans Products. Nirdosh was prepared by rolling herbs on a tendu leaf. Mr. Bhavsar cited several health benefits of Nirdosh and also claimed that this device will help the tobacco smokers to quit smoking.
Challanges Faced: Mr. Bhavsar was unsure of the way he wanted to market Nirdosh. The dilemma he faced was whether to market Nirdosh as a heath remedy (for cure of cold, cough, asthma, etc) or as a device to help tobacco smokers to quit smoking. Both these options had a very distinct market segment which needed to be targeted.
Additionally, Mr. Bhavsar had some product development issues which he needed to sort out before he could start marketing the product. These included automation and procurement of machinery for rolling of the cigarettes.
Situational Analysis and Marketing Mix
STP analysis:
Segmentation: The market for Nirdosh can be segmented on the basis of prior smoking habits of an individual. The current sales trends of Nirdosh indicate that majority of consumers of Nirdosh are the people who are tobacco cigarette/bidi users. There is huge opportunity in this segment as the number of tobacco smokers (cigarette and bidi) is approximated to be around 150mn. Wealthy cigarette smokers will serve as a great potential segment for marketing Nirdosh. Mr. Bhavsar also has an option to market this product as a health remedy product. But this market segment is not particularly well defined. Moreover, being a smoking device many doctors/patients may not adhere to this idea.
Targeting: The target segment for promoting Nirdosh should be wealthy cigarette smokers. This segment is