market plan for consumer durable goods
TRANSCRIPT
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MARKETING APPLICATION & PRACTICES
PROJECTMMS-I (SEM –II)
CHANAKYA BATCH2008-09
SUBMITTED TO:
Ms. SEEMA AGARWAL
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MARKETING PLAN FOR CONSUMER DURABLE
GOODS
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Group Members Roll No.IZHAR MUSHRIF C-15ANU PILLAI C-28ANANDITA SINGH C-34SAURABH SURYAWANSHI C-35AMIT JAIN C-44
MARKETING APPLICATION &
PRACTICES
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CONSUMER DURABLE GOODS
• Manufactured products that have a relatively long life.
• Long purchasing cycle.
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WHITE GOODS
White goods
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Brown Goods
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Consumer
electronics
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MARKET GROWTH
• One of the fastest growing industries in India.
• Industry sales - US$ 4.5 billion in value, in 2006-07.
• More than 7 million units in volume terms.
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MARKET SHARE OF SALES OF DIFFERENT CONSUMER DURABLE
GOODS IN INDIA
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Projected Growth Rates
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SAI durables
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LOCATION-NEW D.N. NAGAR,ANDHERI (W)
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CONSTRUCTOR – VAIDEHI
CONSTRUCTIONS
SOCIETY – SAGAR SAHWAS
COLONY
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DIVISIONS AND
EMPLOYEE
STRENGTH
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OWNER/PROPRIETOR
ENTERTAINMENT
ZONE
TECHNO
ZONEDOMESTIC
ZONE
MOBILE
ZONE
ACCESSORY
ZONE
RECEPTION
BILLING
2
WATCHME
N
2
SUPERV.
SSC PASS GRADUATE HSC PASS HSC PASS
3
SUPERV.
2
SUPERV.
1
SUPERV.
2
SUPERV.
HSC PASS
SKILLED, TRAINED,
GOOD COMMUNICATION SKILLS
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Working hours 10:00 am – 10:00 pm
7 Days
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Prime location.
Easy installment facilities.
Availability of leading brands.
Continuous technological upgradation.
Additional facilities.
Working Hours.
“Value for Money”.
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KIDDIZ CORNER
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New entrant.
Relatively high cost structure.
Competitors‘ better facilities.
Lesser bargaining from suppliers.
Less or no bargaining to customers.
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Infrastructural growth.
Potential customers.
Man Power.
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Well established competitors.
Economic slowdown.
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PEST ANALYSIS
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POLITICAL ENVIRONMENT
• Legislation such as the minimum wage or anti discrimination laws.
• Voluntary codes and practices.
• Market regulations.
• Trade agreements, tariffs or restrictions.
• Tax levies and tax breaks.
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Contd......• Parking space –problem with M.P. – Ms. Priya Dutt
• Elections – 2009.
Government Policies -
• Tax policies
• Customs Duty -
• VALUE ADDED TAX
• Municipalities levy tax on real estate
• Octroi
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ECONOMICAL ENVIRONMENT
India second fastest growing economy in the world.
• Liberal, open economy.
• 7 % Economic future Growth.
• Market conditions.
• Decline in foreign exchange
reserves, both IT and real estate.
• High disposable income
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SOCIAL ENVIRONMENT Family, friends, colleagues, neighbours,
media & their attitudes, interests and opinions.
Younger population growing fast
• Shopping: as a recreation• Cultural habits changing
–Acquiring Western look
–Changing attitudes
–Increasing awareness and spending on grooming and lifestyle
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• Competitive salaries.• Middle class dwelling revamped.• Modern conveniences natural and normal.
–Hectic lifestyles and increasing disposable incomes leading to increasing convenience sought.
• Convenience factors (working women, time-saving products).
• Higher end products increasingly becoming status symbols.
Contd…..
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TECHNOLOGICAL ENVIRONMENT
Internet and other information exchange systems including telephone.
CCTV Cameras. Software. Quality products with
superior technology. Technology up gradation.
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Contd………….
• Going for higher end products.
• Spread of cable and satellite television.
• Low power consumption, low service requirement, low cost of operation, etc.
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Customeranalysis
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CUSTOMER ANALYSIS
• Population .
• Segmentation.
• Value drivers.
• Concentration of customer for particular product.
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Competitoranalysis
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COMPETITOR ANALYSIS
• CROMA
- Tata group
- Well established
- High market share
- Middle class do not prefer
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Contd……….
• ALPHA
- Low price for products.
- High demand among customers.
- Customers do not purchase high investment goods.
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Financial plans
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BUDGET➲ Initial Investment – Rs. 30Cr
which includes-➲ Start up expenses – Legal,
Stationary, Consultants (Lawyers, Real Estate Agents etc.), Advertising, Furniture and Fittings.
➲ Advance Deposit for Rented Show-Room – Rs.50 Lakh.
➲ Rent @ Rs. 10 Lakh per Month.
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SOURCES OF FUNDS• Loan from SBI Bank – Rs. 25
Cr.• Proprietor’s Fund – Rs. 5 Cr.• Interest Rate – 9 %• Term Period – 72 months
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SALES FORECASTSALES 1ST YEAR 2ND
YEAR3RD YEAR 4TH YEAR 5TH YEAR
1ST 6 MONTHS
200 290 420 600 800
2ND 6 MONTHS
240 350 500 720 900
TOTAL 440 640 920 1320 1700
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T.V.
Music System
Tape Recorders
CD Players
DVD Players
Video Games
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Computer(PC)
Laptop
Cameras
Web Cam
Handy Cam
Calculator
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Refrigerator
Washing Machine
Dish-Washer
Oven
Mixer
Iron
Water Heaters
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Handsets
SIM Cards
Brand Variety
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CD's, DVD's
Pen Drives
Bluetooth
Memory Cards
Chargers
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PRICING STRATEGIES
• Affordable Price
• Discounts
• Free Gift
• Credit & Debit Card Facility
• Financing Options
• Warranty & Guaranty
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PLACE
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• Ware House• Location
• D.N.Nagar.(Andheri)
• Supplier
• Transportation
• Free Home Delivery
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promotion
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PROMOTION• Hoardings
• Shop Website
www.saidurables.com
• Newspaper
• Local Cable
• Mouth Publicity
• Quantity Based Discounts
• Festival Offers
• Demonstrations
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• Claim for ISO
• Training sales people.
• Suggestion to customers.
• Knowledge about the product.
• After sale service.
• Feedback from customers for
improvement.
Quality policies
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FUTURE ASPECTS
PROJECTIONS
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SHORT - TERM
• Construction of new housing societies.
• Stationary Section.
• Customers of Very High Income Group – On the way to Lokhandwala and Seven Bunglows.
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.
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LONG-TERM• Establish itself
against competitors.
• Franchises beyond Mumbai.
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CONCLUSION
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WEBLIOGRAPHY• www.google.com
• www.sbi.com
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