Global Entrepreneurship

This presentation provides a thorough analysis of the Indian market for Kushies, a baby care company planning to enter the Indian market. It includes a SWOT and PEST analysis, an overview of the Indian Baby Care market, marketing plan and strategies, financial stability, and export facilities. The presentation also discusses the company's history, standards and ethics, target market, competitive analysis, market entry mode, risk assessment, overcoming barriers, CSR activities, financing, and export ability assessment.

Global Entrepreneurship
Name of the Student
Name of the University
Author Note

Executive Summary
• Thorough SWOT and PEST analysis of Indian market, where Kushie
is planning to launch its products
• Preview of Indian Baby Care market
• Marketing Plan and Strategies
• Financial Stability
• Export Facilities

About the Company
• Kushies was established in the year 1953 as Diana Dolls Wear Ltd., by
Mary Malinowski in Stoney Creek, Ontario, Canada
• Established as a small “Cottage-style” business
• Became the only manufacturer in Canada of doll attire and accessories
• All the big Canadian department stores are their customers
• Now the company is owned by Susan, Mary’s daughter, and her
husband Sam Perez
• In 1988, the washable cloth diaper was launched, along with multiple
products ranging from bedding, bath, feeding, layette and outerwear
and many more
• More than half of the products are made in Canada (Kumar, 2014)

About the Company - Standards and Ethics
• Kushies manufactures and supports a creative collection of quality baby
products and accessories
• Values the Customer, the highest possible quality and Artistry
• Values the commitments to unparalleled customer services
• Worldwide market leader in reusable cloth diapers and accessories
• Equally responsible and environmentally concerned member
• Maintains all business relations in professional and ethical manner
• Business is committed to fulfill the requirements under Accessibility for
Ontarians with Disabilities Act
• Remained in agreement with the Customer Service Standard
• Welcomes feedback from the customer and respond to their concerns
(Kumar, 2014)

Target Market
• Kushies are preparing to tap the Indian market
• Has a tremendous potential for growth for this untapped market
• More than 127 million children under 4 years
• 20% of total number of child population in the world of this group
• 20% of total number of live births in the world
• Very attractive market for the baby care industry
• Expected to grow at an annual rate of over 17%
• To reach over $31 billion from $14 billion in terms of revenue
• Huge attractive market for the baby care industry (Sharma & Bothra, 2017)

Target Market – Contd.
• Growing rate of literacy among the people of India
• Market is expected to grow at a CAGR of around 17% in terms of
revenue (Kumar, 2016)
• The Baby Market in India is riven by per capita increase in disposable
income among consumers
• Increase in urbanization will also increase to capture the untapped
baby care market in India
• Growing awareness about usage of baby care products complements
the growth in this market
• Political scenario will also help the company to have an impact in the
Indian market

• The bi-lateral agreements between the governments of India and
Canada will help to introduce their product more efficiently
• Implication of GST in India will help Kushies to grow and pay the
taxes in an uniform rate all over the country
• Thrust on focusing towards a more greener Earth will encourage the
company to expand in this region
• GDP will become around 4 trillion by 2020 and 6.5 trillion by 2025
• Inflation rate of India will be around 4.10% in the coming years,
which will help the market to grow rapidly
• India currently ranks 3rd in PPP, which again will boost the morale of
the company to grow in the market (Kumar, 2016)

Marketing Plan
• Kushies will launch their entire range of products in Indian market
• Primarily they will feature on Nursing, Bath, SiliFeeding and Feeding
• Will modify their products according to the taste and preferences of
the people on region specific and culture specific
• Will do a market survey in the capitals and main cities in and around
India
• Will assess the competitive products and will strategize their plan
accordingly
• Will perform free sample tests in the market(Mangram, 2013)

Competitive Analysis
• Have to face stiff competition from already established brands like
Johnson & Johnson, Unilever, Procter & Gamble, and others
• Relatively higher priced products, so will be difficult to penetrate the
middle class society, which comprises most of the market
• Will face competition on online platform also, as India is one of the
social media active users platform globally

Market Entry Mode
• Tie-up with the Supermarkets and Big Retail Outlets
• Tie-up with the malls to promote the brand physically
• Initial discounts or combo pack offers
• Online marketing through social media platforms
• Tie-up with the e-commerce giants to sell their products in India

• Foreign Distributors will work on behalf of the company
• Will work on contract basis
• Will import the products and maintain the inventory level
• Popular entity as already established brand in Canada and USA
• E-commerce tie-up with the e-commerce giant Amazon as well as
Indian company Flipkart and Snapdeal
• Tough to penetrate into the market as already established and popular
brands’ presence in the huge market of India
• Premium priced product, so will have to do niche marketing
• Will loose the medium class market, if price are not modified
• After sales service should be maintained to retain the customer base
(Mathuthra & Latha, 2016)

Risk Assessment
• Total untapped market, so difficult to predict the future
• May affect the business if political unrest happens
• People may reject if social responsibilities are not maintained or
followed
• Difference in economic strategies may hamper the growth
• Niche marketing, so product is limited to urban people only
• Low per capita income may affect the growth
• Lack of awareness programs in places except the urban areas
• Cultural aspects may also the affect the company to earn more
revenue from the targeted market

Overcome the Barriers
• Product awareness programs should be held in the entire region
• Regular follow-ups with the local as well as national government
• Proper payment of taxes
• Maintaining the rules and regulations of doing business in Indian
market
• Clear payment methods between the buyer and seller
• Both online and offline payment methods
• Respecting the society and culture of the people and planning
accordingly
• Regular visits by the company personnel from Canada for loyalty issue

CSR Activities
• Code of Vendor Conduct – Business partners must ensure that there
will be:
• No Forced Labor,
• No Child Labor,
• No Discrimination,
• Maintain the Hours of Work,
• No Harassment and Abuse,
• Proper Payment of Wage and Benefits,
• Ensure all possible Environmental Standards,
• Must Comply with Laws and Regulations

Financing
• Tie-up with the small enterprises
• Tie-up with the nationalized as well as private banks
• Tie-up with the EXIM Bank for smooth transfer of products
• Tie-up with the government organizations
• Tie-up with the foreign transport companies

Export – Ability Assessment
• Kushies has the financial ability to explore the untapped market of
India
• Have to plan very strategically and step-by-step basis
• Brand awareness along with the proper inventory management
• Superb supply chain management system

Conclusion
• High population growth, which will help to attract more and more
new people
• High usage of online social media platform, which will help to attract
the tech-savvy people
• Introduce organic and eco-friendly products
• Increase of number of working women

References
• Kumar, M., Taylor, F. C., Chokshi, M. A. U. L. I. K., Ebrahim, S. H. A.
H., Gabbay, J., & Taylor, F. C. (2014). Health technology assessment in
India: The potential for improved healthcare decision-making. Natl Med
J India, 27(3), 159-63.
• Kumar, P. (2016). E-RETAILING IN INDIA: A ROAD AHEAD.
• Mangram, M. E. (2013). MAM Baby Products-Strategic Planning and
Leadership Analyses. Journal of Management Cases, 99.
• Mathuthra, O., & Latha, K. (2016). Customers attitude towards baby
products of Johnson & Johnson and Himalayan products, Coimbatore
city. International Journal of Advanced Research, 2(6), 816-819.
• Sharma, S., & Bothra, M. (2017). Changing Demographics & Dementia:
A Reflection on the Challenges Ahead for India. Health Care, 2, 1-8.