As a part of a competition of DoMS, IIT Madras, we were suposed to do a need gap analysis of market and come up with an innovative product to bridge the gap. As a result of it came iChew- a chewing gum contraceptive! Also, we were to popularise the idea and get reactions of people and seek their acceptance...this was done by a social media marketing campaign @ https://www.facebook.com/the.ichew and http://theichew.blogspot.com/

1. iChew
Team: TVS
Great Lakes Institute of
Management,Chennai

2. Product & Concept - iChew
Safe and smart contraceptive chewing gum that
offers you an effective way to prevent an
unplanned pregnancy
Low dosage with lesser side effects
Emergency contraceptive chewing gum unlike
the 21 day pill, can be taken 24 hrs before to 48
hrs after intercourse

3. Product & Concept - iChew
Why?
iChew will shatter the negative connotations attached with pills
available in market

4. Product & Concept - iChew
How?
It works in any of the three different ways depending on where
you may be in your menstrual cycle.
It may stop an egg If an egg has been If the egg is
being released released, iChew already fertilized,
from the ovary. may prevent the it may prevent it
sperm from from attaching
fertilizing it. itself to the lining
of the uterus.

5. Technological aspects and feasibility
• Low dosage Emergency Oral Contraceptive
(ECP)
• Contains Estrogen and Progestin
• Research has considerably brought down
levels of Progestin in ECP

6. The Journey Through Round II
Introduction
Acceptability
Conclusions

7. …opinions, discussions
and participation from
people across 19 nations

9. What are the shortcomings of the currently
available contraceptive pills?
Other 3%
Costly 15%
The popping pills gives the feeling as if one is under medication 42%
Not 100% safe 45%
Needs to follow a regular time table without missing out on any day 64%
Multiple Side Effects 70%
0% 10% 20% 30% 40% 50% 60% 70% 80%

10. Are you aware of the side effects of
contraceptive pills ?
Other 6%
Something that could motivate people to use them 48%
The need to follow a regular time table is not there 55%
Something which takes away its medicinal tag 39%
Lesser Side effects 73%
0% 10% 20% 30% 40% 50% 60% 70% 80%

11. Are you willing to use a contraceptive pill
which is in the form of a chewing gum?
9%
Yes
No
91%

12. Does it excites you if the contraceptive chewing
gum is available you in form of various flavors?
12%
Yes
No
88%

13. Segmentation

14. Targeting

15. Positioning

16. Pricing & Budget Estimation
Particulars Budget Per Unit Cost (Breakeven
at 2,40,000)
Research & Development 25,00,000 10.41
Marketing Cost 50,00,000 20.83
Administration Cost 15,00,000 6.25
Website Maintenance 2,00,000 0.83
Total Misc Cost 92,00,000 38.33

17. Pricing & Budget Estimation
Particulars Detail Per Unit Cost
Chemical Cost 3
Making Cost 1.5
Packaging Cost 1.5
Total manufacturing Cost 6
Total Misc Cost (R&D, *break-up was explained 38.33
Marketing, Administration etc) on previous slide
Excise 8% of 60% of Retailer 2.62
Price
CNF Cost 5% of Distributor Price 2.36
Distributor Margin 10% of Retailer Price 5.17
Retailer Margin 20% Profit Margin 10.85
Exclusive VAT 5% of MRP 3.45
MRP (inclusive of VAT) 69

18. 0-level Distribution Channel
Online Retail

19. 2-level Distribution Channel

20. Visual Merchandising

21. Visual Merchandising

22. Dispensers

23. Other Distribution Channels
• Women Merchandise shops
• Accessory shops
• Spas and Saloons
• Partnering with Women Health Care and Life Style
centers like VLCC.
• Co - retailing and Bundling in future e.g. with Sanitary
Pads Napkins.

24. First Roll Out

25. Second Roll Out

26. Brand Ambassador

27. Questions???