interim plan safety glow

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Interim Marketing Plan

Safety Glow Tyre Treads

Group -3

Submitted By:

Amit Bharara (B 40)

Arijit Goswami (B 46)

Gurjot singh Bhalla (B 52)

Monil Jain (B-58)

Raman Deep Ubbi (B 64)

Vijay Bhargava (B-71)


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I. Executive Summary

A major cause of traffic accidents is poor visibility when driving. It's vital to see other

vehicles, as well as to be seen by other drivers when on the road. But visibility is severely

compromised in poor weather conditions such as fog, rain, snow, and night driving, where it's

often difficult to see the road and other vehicles.

Another factor that contributes to traffic accidents is worn-out tyre treads, which affects a

car's stability and ability to quickly stop, turn corners, or respond appropriately in emergency

road situations.

Similar to reflective lane markings which highlight highway lanes during night driving, the

Safety Glow Tyre Treads feature fluorescent orange strips within the tyre grooves which

illuminate the tyres to increase the visibility of a vehicle. In fog, rain, snow, or night driving

conditions, the bright orange glow of the tyre treads helps the vehicle's tyres to be seen to

help avoid traffic accidents.

A major advantage of the Safety Glow Tyre Treads is that they glow all the time, and are not

dependant on a source of light like reflective lane markings, making them a superior safety

feature for both day and night driving. The Safety Glow Tyre Treads will also prove

invaluable in rescue missions to locate vehicles that have driven off the road, especially in

remote locations. It also provides crucial visibility to cars that break down and are parked in

the highway while waiting for help and roadside assistance.

We are planning to launch this product in four metros i.e. Mumbai, Bangalore, Delhi and

Kolkata. Initially we are targeting passenger vehicle users (limited category) and trucks in the

commercial vehicle category. Product is patented so we are planning to obtain license for

Indian operation for initial period of 5 years. We will be paying royalty as per the sales. Weare going for tie-up with the domestic tyre manufacturing company for producing tyre with

safety glow features incorporated. Slowly we will try to introduce the product for broader

market. We will achieve break even by the end of second year. Price of our tyre with the

safety glow will be lesser than the major competitors in the tyre market. We will also make

sure that our product is certified by ISI.


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Current Market Situation:

Market Description (Considering Bangalore only): Number of registered vehicles in

Bangalore is around 3653368 (till 2009).

Source:http://praja.in/en/gyan/number-vehicles-registered-bangalore

Source:http://www.bangaloretrafficpolice.gov.in/index.php?option=com_content&view=arti

cle&id=55&btp=55

Based on the above statistics we can say that number of accidents happening in Bangalore

metro is very high. Death and injury caused by accidents on Indias roads: 1 person dies

every 6 minutes and 10 people are injured in the same time frame. In Bangalore 1 accident is

happening every hour (Calculated from above table).

II. The Challenge

Product Review: Safety Glow Tyre Treads incorporates illuminating strips of a differentfluorescent colour [blue] in the tyre's steel belts. Normally, it's difficult to detect when the
http://praja.in/en/gyan/number-vehicles-registered-bangalorehttp://praja.in/en/gyan/number-vehicles-registered-bangalorehttp://praja.in/en/gyan/number-vehicles-registered-bangalore


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tyre treads are worn out on a day-to-day basis without carefully inspecting the tyres. Thus,

most automobile owners don't realize that their tyres are worn out until they have difficulty

maintaining control of their vehicle. With the Safety Glow, when the blue fluorescent strips

are exposed, it visibly alerts the driver that the tyre's treads are worn out.

Similar to reflective lane markings which highlight highway lanes during night driving, the

Safety Glow Tyre Treads feature fluorescent orange strips within the tyre grooves which

illuminate the tyres to increase the visibility of a vehicle. In fog, rain, snow, or night driving

conditions, the bright orange glow of the tyre treads helps the vehicle's tyres to be seen to

help avoid traffic accidents.

Challenges to be addressed:

This product is to be launched in four metros i.e. Bangalore, Mumbai, Kolkata and Delhi.

Initially four distribution centres are planned to distribute the safety Glow threads to retailers

and authorised service centres. Also we have to find out one tyre manufacturing company

who can incorporate safety glow feature in the tyre as required. Most appropriate way to

launch our product successfully is by creating awareness among public who are using

vehicles regularly.


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We will be marketing our tyre in the market of passenger vehicles (limited category) and

trucks in commercial vehicles category where wear on tyres is more predominant.

III. Situation Analysis

Company Analysis

Mission

Every time someone somewhere drives a vehicle, we believe that there is trust riding on the

wheels, we believe that there is life, hopes and aspirations riding on the protection that we are

providing through SAFETY GLOW. For us, quality is a lot more than a buzz word since it is

a matter of life for the user of our product. We practice the same commitment in all our

dealings, with our people and with all our business associates.

Vision

In first year we will create awareness about our product under safety category by launching

it in Bangalore for the passenger vehicle category. Later we would like to spread our product

in other metro cities across India. Also we would like to expand product category to

commercial vehicles.

Strategy

PEST Analysis

Political factors:

Permission required by the governing body to launch the new product in the market.

Sales tax concession.Economical:

Rapid rise in Income level of people Conducive environment to accept new product Foreign collaboration improves image as well as provides technological advantages Availability of Investors


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Social factors:

Provides safety which is an important factor while driving a vehicle It might also serve as style statement to the young population Increase in population lead to more number of vehicles on road, so people are more

concerned about safety

Average distance to be covered daily is increasing day by dayTechnological Factors:

To incorporate safety glow feature in the tyres, latest machinery and raw material will be

required

Legal factor

Licensing from the patent owner

Agreement with local tyre manufacturers and suppliers

SWOT ANALYSIS

Strengths:

1. Innovative Product in safety category for vehicles.2. Ease of installation.3. Not Costly4. No expenses after initial purchase5. In improper lighting condition, it will be helpful in identifying vehicles from

distance. Reduces chances of accident.

6. Wearing of tyres can be identified easily without special effort.7. Replaced easily

Weakness

1. Product is of limited use in muddy roads2. It may get damaged, if used under worn-out tyre condition3. Product is being launched for the first time so no proven record


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Opportunities:

1. Only player in India so we can target whole automobile industry. Number ofvehicles on road are increasing at high rate and accident rate is also high (1

accident per 6 minute). So people cautious about safety will definitely get

attracted.

2. Due to adverse road conditions, people will look out for means to protect theirvehicle tyre and increase the tyre life. Ultimately it will help to increase the usage

life of vehicle.

3. If there is sustainable growth of automobile industry there is scope to extend theproduct to other categories of passenger and commercial vehicles.

4. Bicycle market can also be target in near future. Usually children use bicycles soparents are more concern about their safety

Threats:

1. Imitation of product is possible using different form of technology2. No clear picture about acceptance of product by market3. New technology might make our product redundant

Customer Analysis

Number: Vehicles in Bangalore is around 3653368 Type: Two Wheelers, Cars, Jeeps, Taxies, Buses, Trucks, Bicycle Value drivers: Safety and life of tyres Decision process: Price comparison, Availability, Quality and Durability.

Competitor Analysis

In India there are no direct competitors for this product

Collaborators

Licensing with the patent owner for five years. Agreement with domestic tyre manufacturing companies. Agreement with suppliers of raw material


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IV. Market Segmentation

V. Alternative Marketing Strategies

VI. Selected Marketing Strategy

Positioning:

Safety Glow will be positioned as a value product in the passenger vehicles category and

trucks in the commercial vehicle category, providing additional safety and it visibly alerts the

driver that the tyre's treads are worn out.

Product Strategy:

Product will be made available for Indian market after obtaining license from the patent

owning firm.

Initially we are planning to launch the product in four metros for 2, 4 wheelers in the

passenger category and trucks in the commercial vehicles category, later extending it to

bicycles and also expanding the category base for passenger and commercial vehicles.

Distribution Strategy:Initially four distribution centres will be opened in four metros i.e. one distribution centre in

one city covering the entire nation and later we will open more centres to penetrate the

market deeply. In future we would like to have tie up with major automobile brands like

Maruti, Hyundai and few commercial truck manufacturers like Ashok Leyland, Man force,

Tata etc to incorporate our tyres in their vehicles and other retail tyre selling counters and

dealers.

Communication Strategy:

Educating the sales staff of automobile show rooms and service centres about theproduct.

Wall posters at automobile show rooms, service centres & other retail spare partselling stores

We will have a tie up with traffic department to recommend the product to the public(take part in their road safety education campaigns).


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Promoting the product by sponsoring safety bill boards on the road (Boards like speedbreaker ahead, speed limit, wear helmets & safety belts etc).

Distributing pamphlets at major traffic junctions for spreading awareness about thebenefits of using the product for road safety.

Research:

We will conduct primary market research in major cities of India to check the acceptability of

this product in the Indian market.

Organization Structure:

Product

Brand name : Safety Glow Tyres

Quality : ISI certified Scope of product line : Automobile Industry Warranty : Two wheelers 30000 KM, Four Wheelers 45000 KM Packaging : Not Applicable

Price

Distribution (Place)

CMD

DistributionManager

MarketingManager

AssistantManger- B2B

Assistance Manager-Market Research

MarketResearchAnalyst 1

MarketResearchAnalyst 2

AssistantManager,

Delhi

MarketRepresent

ative 1

Sales Staff1

SupportStaff

AssistantManager,Bangalore

MarketRepresent

ative 2

Sales Staff2

SupportStaff

AssistantManager,Mumbai

MarketRepresent

ative 3

Sales Staff3

SupportStaff

AssistantManager,Kolkata

MarketRepresent

ative 4

Sales Staff4

SupportStaff

Finance Dept.(Accountant)

Cashier -Delhi

Cashier-Bangalore

Cashier-Mumbai

Cashier-Kolkata


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Promotion

VII. Short & Long-Term Projections

Objectives

For 1st Year: Assuming that we are ready with the product ready to be launched in the

market

Launching the marketing campaign using Advertisement, posters, hoardingsetc.

Establishing 4 distribution centres in Bangalore, Mumbai, Delhi, Kolkata We will introduce 8 different types of tyres covering various 2 - 4 wheeler

passenger vehicles which are majorly in use and trucks in commercial vehicle

category.

We will have a tie up with major tyre dealers and retailers. Educating sales and service personnel of authorised service centres of

vehicles, other major retailers and dealers.

Tie up with traffic department to recommend the product to the public (takepart in their road safety education campaigns).

For 2nd Year:

Introduced safety glow tyres to different types of vehicles not covered tillnow.

We will target other commercial vehicles like buses and bicycles. Promoting the product by sponsoring safety bill boards on the road (Boards

like speed breaker ahead, speed limit, wear helmets & safety belts etc).

Achieving break even by the end of 2nd year.

Action Programs:

Year 1

Quarter 1-(Jan 2012-March 2012)

Initially four distribution centres will be opened in four different locations


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We will have tie ups with authorized service centres of major automobile showrooms, other retailers and dealers selling tyres.

Educating the sales staff of automobile show rooms and retail shops selling tyres

Wall posters at automobile show rooms, service centres & other tyre retailers

Quarter 2-(April 2012-June 2012)

We will have a tie up with traffic department to recommend the product to thepublic (take part in their road safety education campaigns).

Promoting the product by sponsoring safety bill boards on the road (Boards likespeed breaker ahead, speed limit, wear helmets & safety belts etc).

Distributing pamphlets at major traffic junctions for spreading awareness aboutthe benefits of using the product for road safety.

We will have performance analysis of our product for the 2nd Quarter.

Quarter 3-(July 2012-Sept 2012)

We will have more tie ups with authorized service centres of major automobileshow rooms and other retail spare parts selling counters.

Launch our product for bicycles. Feasibility study is conducted to study the acceptance of the product in rural areas

around Bangalore.

We will have performance analysis of our product for the 3rd quarter.

Quarter 4-(Oct 2012-Dec 2012)

Conduct Feasibility study is conducted whether to expand our product in thecommercial vehicle category.

Study is conducted to know the feasibility of launching our product in other majorcities of India.

Customer satisfaction survey will be conducted to gauge the level of penetrationand performance of the product and analysis of the same to make necessary

modifications in our product.

We will have performance analysis of our product for the 4th quarter


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Year 2

Quarter 1-(Jan 2013-March 2013)

Launch the product for commercial vehicles

Expand the tie ups with commercial vehicle service centres (autos, trucks, buses,cabs) and other retail spare part stores

Promote the product by having bill boards on highways explaining the need forsafety and about the benefits of the product for road safety.

Creating awareness of our product in major bicycle stores and posters of theproduct & its benefits in their stores.

VIII. Conclusion

IX. Exhibits

interim plan safety glow

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