Table of Contents

INTRODUCTION.....................................................................................................2
WORKING & TECHNOLOGY...............................................................................2
COMING TO MARKETING....................................................................................3
MARKETING PLAN................................................................................................4
EXECUTIVE SUMMARY.......................................................................................5
SITUATION ANALYSIS.........................................................................................6
MARKETING RESEARCH.....................................................................................6
TARGET MARKET.................................................................................................8
BARRIERS TO ENTER MARKET:........................................................................8
MARKETING STRATEGIES..................................................................................8
MISSION STATEMENT..........................................................................................9
GAME PLAN............................................................................................................9
MARKETING MIX................................................................................................10
Product – The actual product................................................................................10
Price - The amount of money needed to buy products.........................................10
Place – Where product will be marketed..............................................................11
Promotion – Getting the product known..............................................................11
People...................................................................................................................11
Process – how to get the product..........................................................................12
Physical environment – tone of the environment.................................................12
SEGMENTING, TARGETING & POSITIONING................................................12
SWOT ANALYSIS.................................................................................................13
OVERCOMING WEAKNESS OF THE PRODUCT.............................................14
HOW TO COMBAT THE THREATS?..................................................................14
BIBLIOGRAPHY...................................................................................................14

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INTRODUCTION

The product being put forward is named as Y 2 HALT!

It is quiet common to find ‘puncture shops’ in city roadsides and along highways all over the
nation. They are mushroomed all over, and they are doing good business! Why?

Thanks to the good road conditions and added advantages we get as we travel. Long drive often
becomes prolonged drive. Safar turns out to be suffer. Riders pull their bikes and managers get
on their knees with jacks & tools. All this because of tyre (tube) puncture.

Puncture causes lot of discomfort. A four wheeler has a stepny (spare tyre), so it can be replaced,
but with two wheelers, the only option is to drag the vehicle(with increased weight due to flat
tyre) to the nearest puncture shop, which, at times, can be as near as few kilometers.

NOW this misery can be avoided. How?

The answer is Y 2 HALT!

It is a small, handy, portable, mechanical device which stores RESERVE AIR for the unforeseen

event of facing a flat tyre.

WORKING & TECHNOLOGY

Y2HALT will be a container made of composite aluminium (for strength and light
weight). It will look like a cold drink can, slightly big. The top circular face will have a fit-in-
valve, whose diameter can be adjusted to hold on to the tube valve it is being fitted to. Internally,
the can will be divided into 4 chambers. Top section will contain ‘test gas’ which is followed by
‘adhesive vapor’. The gas escaping from the puncture will suck in glue with itself. While
undergoing the change in pressure from can to the deflated tube, the adhesive will solidify on
surface and blocks escaping air. Next chamber will have low density gas like nitrogen, which
will fill up the tube. Last section will have ‘pressuring gas’ which is used in spray/perfume

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bottles. Also outer body will also have a mechanical release valve. User can decide the pressure
he wants into the tube (as it varies from vehicle to vehicle). It will be similar to number-key lock.

COMING TO MARKETING
According to the American Marketing Association “Marketing is an organizational
function and a set of processes for creating, communicating and delivering value to customers
and for managing customer relationships in ways that benefit the organization and its stake
holders”.
In other words “Marketing is a societal and managerial process by which individuals and groups
obtain what they need and want through creating, offering and freely exchanging products and
services of value with others”.

IMPORTANCE OF MARKETING
Marketing is everywhere. Good marketing has become an increasingly vital ingredient for
business success and is always a result of careful planning and execution. It is both an art and
science. Financial success of a business always depends on the marketing ability.

MARKETING MANAGEMENT
It is the art and science of choosing target markets and getting, keeping and growing customers
through creating, delivering and communicating superior customer value.

MARKETING PLAN

A marketing plan is a written document that details the necessary actions to achieve one
or more marketing objectives. It can be for a product or service, a brand, or a product line.
Marketing plans cover between one and five years. A marketing plan may be part of an overall
business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While

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a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation
is of little use.

WHAT IS MARKETED?

Marketing people market 10 types of entities. They are:

 Goods
 Services
 Events
 Experiences
 Persons
 Places
 Properties
 Organizations
 Information
 Ideas
Contents of a marketing plan:
 Executive summary
 Situation analysis
 Marketing strategy
 Financial projections
 Implementation controls

A marketing plan should be:

 Simple
 Realistic
 Specific
 Complete

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 The most frequently cited short comings of a marketing plan:

 Lack of realism
 Insufficient competitive analysis
 Short run focus

EXECUTIVE SUMMARY

No one will get stuck in the highway.

Woman drivers will have a safe & trouble less journey.

Inexperienced and unknowledgeable can fix flats.

The product has a wide scope of growth in market because of its innovative nature. No such
product is present in the market. Its durability, usability and feasibility will make space for Y 2
HALT in the vehicles of citizens. It will help numerous drivers by saving time and skipping
unpleasant experiences on road.

SITUATION ANALYSIS

The country has bad road conditions, potholes, unrepaired old roads, rough terrains, lack
of maintenance of infrastructure. Moreover environmental conditions like rain and temperature
variation add up to the harm. Flat tyre experience is every-once-in-a-while experience. A solid
remedy is needed in the market. Product will act as boon for drivers and motorists who travel
long distances and are on road for long duration of time. In city vehicle users and short distance
traveler will also get benefitted by the product.

Taking vehicle (or flat tyre) to the repairman and getting it fixed takes at least 20 minutes
of the stand-by time of the vehicle owner. The charges vary from 30-50 rupees. The activity
disturbs normal schedule of the individual too.

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MARKETING RESEARCH

The stage of marketing research involves developing the most efficient plan for gathering
the needed information. This entails decisions on the data sources, research approaches,
research instruments, sampling plan, and contact method.
 Data source: To bring together the accurate, complete and reliable data we have to collect
PRIMARY DATA.
 Research approaches: Primary data can be collected in five ways- through observational,
focus group, surveys, behavior data and experiments. “Observation and Behavioral data” were
the prominent approaches for our product. Motorists were observed and vehicle owners
(fellow friends and students) were questioned regarding how they will behave in an event of
flat tyre. A survey was conducted to learn about people’s knowledge, preferences and
satisfaction.
 Research Instrument: Questionnaire was used as a research instruments in collecting the
information.

SAMPLING PLAN: After deciding the approach and instruments, a sample plan is made.
Sample plan consist of three decisions. They are:

 Sampling unit (who is to be surveyed?) : The target population that will be sampled is
defined here. The sample units for our product would be drivers, students and vehicle
owners. Sampling frame is developed in such a way that everyone in the target population
has an equal chance of being sampled.
 Sample size (how many people should be surveyed?) : As we know that large sample gives
more reliable results than small sample. Of around 4 per cent of the population will be
considered as our sample size.
 Sampling procedure (how should the respondents be chosen?) : Stratified Random
Sampling method was selected to chose the respondent. The population was divided into
mutually exclusive groups such as drivers, students and vehicle owners and random
samples will be drawn from each group.

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SURVEY RESEARCH

A survey is conducted to know the opinion of customers about the Y2H in the present scenario
and about their requirements for the same.

The questionnaire for the survey will have questions like:

 Do you find product effective?

 How useful did you find the product?
 Is the price of the product acceptable?
 Is the design of the product convenient for use?
 Any other suggestions for improving the product?

Thus different opinions will be collected and summarized.

Points will be collected from respondents regarding the factors they look for when purchasing
Y2H.

COMPETITOR ANALYSIS

We are introducing a new product in the market so there are no competitors for our
product. It will help in building brand strength of the product. Better service will be provided in
affordable price.

TARGET MARKET

Target market comprises of –

 Commercial drivers
 Driving enthusiasts
 Road Transporters
 Service centers
 Vehicle manufactures

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 BARRIERS TO ENTER MARKET:
 Lack of knowledge of technology used in the product
 Consumer acceptance and brand recognition

MARKETING STRATEGIES

A marketing strategy is a broad direction statement indicating how the marketing objectives
will be achieved. It provides the method for accomplishing the objectives. While marketing
objectives are specific, quantifiable and measurable, marketing strategies are descriptive. The
marketing strategies represent a first overview of various marketing elements and how they will
be utilized to achieve the marketing objectives. The most commonly addressed strategy issues
are as follows:

i. Building the market versus stealing market share

ii. National, regional or local markets
iii. Seasonality
iv. Spending
v. Competition
vi. Target market
vii. Product
viii. Naming
ix. Packaging
x. Pricing
xi. Distribution/coverage
xii. Personal selling
xiii. Advertising media
xiv. Advertising message
xv. Internet media
xvi. Merchandising
xvii. Public relations
xviii. Marketing research and testing.

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MISSION STATEMENT

“To make all the customers aware of the product, to build up brand strength and to
become an integral part of the vehicle.”

GAME PLAN

The market for the product is differentiated as primary and secondary market. The
company's primary market is the vehicle manufacturers and service stations. The secondary
market is the end-use i.e. customer. In meeting secondary market demand, the technology will
be pulled through the primary market.

Personal selling of the product to the end users (vehicle drivers, transport companies) will
be done. Firstly some prototype will be manufactured to allow testing. An animated video
which explains the technical aspects of the technology will be developed. This is a superior
method of communicating the physical dynamics of the technology. Also a technical manual will
be provided with price-feature catalogue.

MARKETING MIX
Product – The actual product

The product Y2HALT will be very handy, light weight, sturdy, adaptive (can be plugged
to any vehicle with the attachment). Size is similar to a 500 ml water bottle. There are no hazards
of burst of containers, fire, odour, pressure loss – moreover it will be eco-friendly!

Refilling units will be available with service stations. Refill time – merely a minute!

Price - The amount of money needed to buy products

Pricing represents one of the basic elements of the marketing mix, and it is one of the most
difficult elements. The following factors are considered before fixing the price:

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  Demand for the product
 Quality of the product
 Cost incurred for production
 Competitors cost
 Affordability of the customers

The product package will be priced at Rs 150. It is a one time investment as the product is
reusable. After use – release of gas and adhesive vapors into tube – the container can be refilled
at authorized automobile service stations.

Refilling equipment unit will be supplied at a price of Rs 30,000

Place – Where product will be marketed

Marketing for the product will start from the urban markets – specifically metro cities and
second cities of the nation. More vehicles are present in these cities. Some examples are Delhi,
Mumbai, Banglore, Chennai, Pune, Kolkata.

Promotion – Getting the product known

For primary consumers, actual product usage and utility demonstrations will be given.
Service stations will be provided with ‘refilling units’ for Y2HALT. Training to operate the
equipment will be provided.

For secondary consumers, road side/highway hoardings will be most effective. They
have maximum scope with vehicle drivers. Radio jingles and skits will be broadcasted as radio
is the main entertainment while moving on road. Petrol pumps and service stations will be
promotion partners. Drivers visiting these places will be targeted. Driving schools will be
another target area for promotion. New drivers are more cautious and want to keep vehicles in
near-perfect condition. Video advertisement will be aired animating the use and need of
product. Automobile magzines will carry page length advertisements and information regarding
the Y2HALT.

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People – who represent the business and users of the business

The advertisement will convey the message that product is present with smart drivers.
Individuals who do not wish to waste their time and carry on with their work. Safe journey of
family and ladies. Wise citizens!

Product promoters will be depicted as people who care – we care about you! – to create a
bonding image with the consumers.

Process – how to get the product

Y2HALT will be present with automobile spare part dealers, service stations, accessories sellers
and repairmen. Refilling units will be made available at authorized service stations and leading
garages in the cities and towns.

Physical environment – tone of the environment

The product carries low density gas at pressure and adhesive glue in vapor form. The body of
product will refrain any temperature variations entering into the compartment. As temperature
rise and fall will change the pressure inside the body. To undergo extreme temperatures (that are
integral part of our country), inside body of the product will be coated (greased) with
temperature resistant material.

Product body will be air-tight and waterproof. Shocks and falls wouldn’t affect the working or
effectiveness in any way. Product outer body will be sturdy and composite plastic. Hence no
effect of dust or stains. Long life guaranteed!

SEGMENTING, TARGETING & POSITIONING

Segmenting is done on the basis of geography, demography (age, gender, etc) &
customer preferences. Our segment will be based on the occupation of customers and their
usability of the vehicles.

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 Target customer set will be individuals who are 18 years old and above (driving license
holders). Individuals who are drivers or are related to vehicles (servicemen, cleaners, sellers)

Positioning is done with the help of advertisements. “Safe & uninterrupted travel” is the
idea which will be seeded into customers.

Some taglines that would be used for the motive –

Do you care for your daughter/wife?

Are you going to be late for meeting/date?

Is your family still en route?

Flat tyre – when no one’s around!

SWOT ANALYSIS

Strengths –

 Adjustable design
 Affordable price
 Durability
 Suits all vehicles
 Usable by all ages
 High definition in design

Weakness –

 New product – only tested in market

 High cost in placing support refilling units
 One time product – refilling can over shadow reselling

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Opportunities –

 Monopoly in market – innovative product

 Patent and export
 Can design same product for heavy vehicles on order

Threats –

 Future competition
 Rejection by market

OVERCOMING WEAKNESS OF THE PRODUCT

Extensive research work and actual on-site testing will have to be done. With the help of frugal
engineering and cost management, refill equipment’s price has to be lowered down. Support
products have to be launched in future.

HOW TO COMBAT THE THREATS?

The threat of competition by customers can be combated by continuous innovation in both
technology and design of the Y2HALT so that our product does not become obsolete.

The other threat of imitation can be combated by taking patent rights on this technology so that
others cannot use the same in their own product.

BIBLIOGRAPHY
Marketing management by Philip Kotler
Marketing plan – sample outline
( www.factiva.com)
Sample marketing plan
( www.inventors.about.com)
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