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ACKNOWLEDGEMENT
It is our esteemed pleasure to present this project synopsis and we wholeheartedly thank each and everyone who helped us in this work. We are deeply indebted & thankful to Prof. Ankush Sharma, project guide who helped and rendered his valuable time, knowledge and information and whose suggestions and guidance has enlightened on the subject. Our sincere thanks to all teachers of ITM Business School. Who are the real pillars of strength of this college and without whom it would have been difficult to complete this project. We are also thankful to all staff members, and well-wishers who have extended their cooperation for making this work possible.

Abhisek Das Arpit Goel Goldi Kristina Dias Manpreet Singh Sarvpreet Bhatti Sumit Golchha

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Executive summary
Scenedow is a innovative product by the VERLENDEN PVT LTD.SCENEDOW is a revolutionary product based on an unique application of nanotechnology. Basically SCENEDOW stores the light received from any source and replays it continuously and vividly at a later point of time. Thus, in a nutshell, if you buy a Goa Beach SCENEDOW and install it at your home, for a fixed period of time, your home will overlook a Goa Beach, beautiful women and all their actions included.The product will be available at various sizes and will capture the image for different time periods.Our product initially will target the real estate development firms so that they can use our product to install at various different locations such as houses, restaraunts,corporate offices etc.

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PURPOSE OF MARKETING PLAN


The purpose of writing a market plan is to give a detailed report of our new product in the market. Starting from product attributes, finding our suitable target markets, the benefits that our target market customers will get, selecting appropriate distribution channels to make our product easily accessible, studying the current situation analysis of our target markets, analysis of our competitors. Designing a market mix, marketing objectives and accordingly making marketing strategies.

COMPANY DESCRIPTION.
VERLENDEN PVT LTD started there business in the year 2000 from the major cities Delhi,Mumbai Banglore in and from the last 9 years our company has been producing Nanotubes.Within this short span of time we have gained a good reputation for our quality of products which we have been manufacturing according to industry standards. Now we are about to launch a new innovative product which is based on the application of Nanotubes.Our new product named scenedow is a unique product in the market which is so far not available in the market.

PRODUCT DESCRIPTION
Imagine you are sitting in your home in Kharghar, chatting with your friends. Suddenly one of them exclaims, Wow look at the size of those waves. You look out of your WINDOW and all you can see is storm tossed sea, with mountainous waves, and a fishing boat clinging to them for dear life. Suddenly lightning flashes .. Then you look out of your real window and see the signboard of ITM. For a moment there, you had though that you were in the middle of Atlantic Ocean. The previous scene brought to you courtesy of SCENEDOW. SCENEDOW is a revolutionary product based on an unique application of nanotechnology. Basically SCENEDOW stores the light received from any source and replays it continuously and vividly at a later point of time. Thus, in a nutshell, if you buy a Goa Beach SCENEDOW and install it at your home, for a fixed period of time, your home will overlook a Goa Beach, beautiful women and all their actions included.

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INDUSTRIAL TRENDS
Our product SCENEDOW follows a BLUE OCEAN STRATEGY. The market for this product does not yet exist and so we are the first one to explore this market. Therefore we have the first mover advantage in launching this kind of product. The total number of businesses operating in home dcor sector is 22,170 earning average revenue of $315646. Our business is going to cater to a niche in this market with respect to their liking for high-technology and price range. The average revenue of top 10 companies in this segment increased by 50% in 2007 which is a good sign of steady growth of these kinds of products. Moreover as people are becoming more and more spendthrift there is going to be a higher demand for such products as SCENEDOW.

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P.E.S.T. ANALYSIS
SCANNING OF POLITICAL ENVIRONMENT
Our product is made using carbon nanotubes technology and we have to operate on a global level to provide variety in sceneries to our customers and also to explore a wider market. However, there are many factors related to rules or acts in different countries which will be beneficial to us and also some which may harm us. FACTORS FAVOURABLE FOR THE BUSINESS:This week's successful international nanotechnology forum Rusnanotech in Moscow has put a spotlight on Russia's ambitions to catch up with the leading nanotechnology nations. While Russia has the money, the political will, and a well educated scientific base to be a leading player, it has completely missed the boat on developing its nanoscience programs and nanotechnology infrastructure. Germany, with an almost 40% share of European public funded nanoscience research, is the clear nanotechnology leader in Europe. It is also one of the leaders globally in pushing research into potential risk and safety concerns associated with nanotechnology Over the last decade, the European Union (EU) has established a strong knowledge base in nanosciences and developed significant research and development capabilities in nanotechnology. AS such there are no global standards for using and assessing nanotechnologies in developing nations such as Brazil, China, India, and Iran.

FACTORS WHICH MAY HAVE ADVERSE EFFECT: In accordance with the Treaty of the EU, applications of nanotechnology need to comply with the requirements for a high level of public health, safety, consumer and environmental protection Clarification from the European Commission that carbon nanotubes (and other novel forms of carbon) need to be registered under the new REACH chemicals regulations; the US EPA has clarified their position on the material. In effect, this means that any company wanting to manufacture or import carbon nanotubes in the United States needs to submit a Pre Manufacturing Notice (PMN) to the EPAunless the material can be shown to be on the Toxic

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Substances Control Act (TSCA) Chemical Substances Inventory. And the chances of that are pretty slimat present. As nanotechnology makes the leap from the lab to the marketplace, regulators are faced with the tough challenge of ensuring safety without stifling innovation. Nanotechnology also raises a host of legal issues, including questions about the application of existing intellectual property principles and how new technologies will be regulated. The US Environmental Protection Agency is making it clear that carbon nanotubes are in fact, a new substanceand should be regulated as such. The US Environmental Protection Agency is making it clear that carbon nanotubes are in fact, a new substanceand should be regulated as such. Many nanomaterials are regarded as "chemical substances" under the Toxic Substances Control Act (TSCA) in US. This law provides EPA with a strong framework for ensuring that new and existing chemical substances are manufactured and used in a manner that protects against unreasonable risks to human health and the environment. In the United States, the key federal chemical control law is the Toxic Substances Control Act (TSCA). This program focuses on the emerging approach of the U.S. Environmental Protection Agency (EPA) to regulating nanoscale materials under TSCA.

SCANNING OF ECONOMIC ENVIRONMENT


The nano-tube technology has wide economic implications for both demand and supply side. Consumers (business as well as home users) are benefited by using a scenedow at a reasonable cost for a long period of time. From the point of view of supplier significant opportunities are open up in a growing market. These opportunities are, however, fraught with certain risks since operations in this market involve costly investments and high operating costs. Our firm will therefore have to possess sufficient resources (i.e. funds, technical knowledge and human capital) to finance these investment activities. But firm can adapt different new strategies to cover up the costs and lessen the risk. Our firm is launching a new high technological product in market; firm has to consider the following points to succeed in the market: PRICE OF THE PRODUCT:- Our firm is trying to fix the lowest possible price to gain the market share. TOTAL DEMAND OF THE PRODUCT:- Firm will conduct survey to forecast the demand of the product. MARKET CAPTURE:-As no competitor is there, so our firm has the monopoly and can gain the market shares.
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PROFITABILITY:- In the initial year, the firm will not think much earning of profit because it has to incur high fixed cost. After gaining market share, the firm will try to increase its profitability.

THE FIRM HAS TO LOOK INTO THE FOLLOWING ISSUES: After a huge investment, market may not be mature enough and even may remain immature for years. Demand deficiency may bankrupt the firm Presence of competitors and their services Other cost effective technology may take place in due course of time. THE INVESTMENT DECISION OF FIRM WILL BE EFFECTED BY: Demand conditions. Market maturity. Technical uncertainty. Regulations imposed by the government.

SCANNING OF SOCIAL ENVIRONMENT


Nanotechnology is one of the fastest-growing areas of research, with federal funding in the U.S. having almost quadrupled since 2001. And the Wilson Centers Project on Emerging Nanotechnologies already tracks over 500 commercial applications that are currently on the market, including waterproof sunscreen, stain-resistant clothing, and high-performance sports equipment. When forming attitudes about nanotechnology, the U.S. public, at least for now, seems to focus mostly on these novel applications and their potential benefits and is not particularly interested in or concerned about the potential risks of the new technology And emerging technologies, such as nanotechnology and stem cell research, are inherently political issues. They get their own sections in federal budget proposals; they receive significant attention from regulators; and they have social and ethical implications that transcend the technical aspects of the science behind them. Five studies cover the inhalation and dermatological risks associated with carbon nanotubes and ultra-fine particles. Three of these studies were presented at a recent conference of the American Chemical Society (ACS). The first series of studies that are reviewed have to do with the toxicity of ultrafine particles. Dr. Gunter Oberdster at the University of Rochester has studied the effects of ultra-fine particles His recent paper raised the possibility of ultrafine particles crossing the blood-brain barrier and impacting the central nervous system.
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Dr. Chiu-Wing Lam at Wyle Labs of the NASA Johnson Space Center and Robert Hunter at the University of Texas (Houston) studied the impact of carbon nanotubes on lung tissue by instilling a suspension of nanotubes directly into the lungs of mice. They found that the nanotubes clumped together into bundles and stimulated an immune response, which left scar tissue in the lungs. Hunters message was that People should really take precautions. Nanotubes can be highly toxic.

CONCLUSION:. Due to all these researches and studies there is a wide distrust among general public regarding the products using nanotechnology. Therefore the general public could be a bit apprehensive regarding our product. Therefore we need to make them aware about our product using workshops and techno-fairs to promote our product.

SCANNING OF TECHNOLOGICAL ENVIRONMENT


Scenedow can be described as revolutionary application of Nanotechnology. As is the case with any product based on cutting edge technology, the feasibility of this product also depends on the underlying Nanotechnology. The internal architecture of this product is based on an ingenuous application of Carbon Nanotubes. Carbon nanotubes (CNTs) are allotropes of carbon with a cylindrical nanostructure. Nanotubes have been constructed with length-to-diameter ratio of up to 28, 000, and 0000000:1, which is significantly larger than any other material. These cylindrical carbon molecules have novel properties that make them potentially useful in many applications in nanotechnology, electronics, optics. Techniques have been developed to produce nanotubes in sizeable quantities, including arc discharge, laser ablation, high pressure carbon monoxide (HiPCO), and chemical vapor deposition (CVD). Most of these processes take place in vacuum or with process gases. CVD growth of CNTs can occur in vacuum or at atmospheric pressure. Large quantities of nanotubes can be synthesized by these methods; advances in catalysis and continuous growth processes are making CNTs more commercially viable. CVD is a common method for the commercial production of carbon nanotubes. For this purpose, the metal nanoparticles are mixed with a catalyst support such as MgO or Al2O3 to increase the surface area for higher yield of the catalytic reaction of the carbon feedstock with the metal particles. Of the various means for nanotube synthesis, CVD shows the most promise for industrialscale deposition, because of its price/unit ratio, and because CVD is capable of growing nanotubes directly on a desired substrate, whereas the nanotubes must be collected in the other growth techniques. CVD growth of multi-walled nanotubes is used by several companies to produce materials on the ton scale, including NanoLab, Bayer, Arkema,
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Nanocyl, Nanothinx, Hyperion Catalysis, Mitsui, and Showa Denko. Hence it is evident that the base technology is already viable for large scale production of the required nanotubes. Also our firm can enter into a supply contract with any of the above firms, if our own fabrication capacity falls short of the demand watermark.

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PCSW ANALYSIS
PROS
This device is one of a kind offered in the market today. There are no other competitors as no market existed previously. So prospective customers have no other option but to purchase the product if they want to experience it. Since there are no other players in the market, the product scenedow is naturally the only player & hence enjoys the monopoly over the market. This product is one of a kind which simulates a virtual environment according to consumer preference & demand.

CONS
Since we are developing a unique device, a heavy expenditure on R & D is necessary in order to deliver value to the customer. Also the stabilization of the Bore-Einstein condensate is a technology intensive process. Without intensive advertising we will not be able to reach our customers. As the product did not previously exist, & due to its technological sophistication, consumer awareness of the product & its function & features must be developed extensively. Every customer has a Black-Box inside them. Today, advertisers try ways & means to change this Black-Box. But it is not always fruitful. Certain so called traditional customers just does not accept certain new products.

STRENGTHS
Since the technology, on which a product is built, is patented & protected by copyright acts, there is no probability of a competitor coming up with a similar product in the near future. At present we are offering customers views of previously existing natural panoramas. In the near future we will expand our product base such that our customers will be able to watch those scenes which they longed for like intiment moments with their families & people long gone. Also this product offers unique opportunities in the fields of scientific research & education.
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Since this product is new & one of its kind, customers do not have any alternative then to opt for a scenedow if they at all want to experience the unique features of this products.

WEAKNESS
Nanotechnology is considered a pollution threat in the European union & health hazard in many other countries. Since the product is totally dependent on the condition of the mothersite, I,e the actual natural setting, any ecological contamination of such sites will lead to the invalidation of the entire scenedow farm at that site. Inability to obtain suitable mothersites for setting up of scenedow farms due to remote locations of such site as for eg. The Himalayas, stringend property laws as in the case of Thailand

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STP ANALYSIS
SEGMENTATION
The consumer market can be subdivided into the following broad categories. BUSINESS (Global Market) REAL ESTATE DEVELOPERS Residential High Income Group Middle Income Group Low Income Group Township Business Properties Single Ownership Office Buildings Multiple Ownership Office Buildings Shopping Malls Multiplexes COMPANIES Large companies SME HOTELS Hotel Chains Restaurants FACTORIES EDUCATIONAL INSTITUTES HOSPITALS SHIPS Cruise Liners Submarines Tankers Long Haul Freighters MINES UNDERGROUND TRANSIT SYSTEMS PRIVATE CONSUMERS (Global Market) Urban Private Residential Owners Apartment Owners Rural Urban Aspirants
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Wannabe Globetrotters

TARGETING
Inspite of its memorable versatility & myriad potential applications, scenedow suffers from various drawbacks in the form of high capital investment on buying & leasing of appropriate sites for set up of scenedow frames & the fabrication of the scenedow itself. Another serious drawbacks suffered by scenedow is that a single slab of scenedow takes a period of 6 months to 5 years to become a marketable product. Also because of high fabrication cost, it is much more cost effective to fabricate standardized dimensions of scenedow. Because of these significant handicaps, both product variety & dimensions, we have to ideally look for a market where the incubating period between demand and supply dates match those of our products, one such market is the realestate developments firms. Because of its complexity, the process of designing & construction of a building & regardless of its size, takes more than a year ideally 2 years. Also the dimensions of spaces suitable for scenedow installation like conventional windows, partition walls, ceilings, balconies & floors are mapped out before actual construction. This would provide us with ample time to fabricate, capture the appropriate panorama & ship it to customer site for installation. Also targeting the real estate industry guarantees bulk orders within a certain range of scenedow dimensions. Another reason for targeting the real estate development industry is that this industry would act as a channel through which awareness of our product can reach all the other different segments of the business market & also to the private consumers. Another incentive for targeting this market is the huge size of this market & its potential for growth. As a case in point, we have the following data as the Indian real estate industry is growing: The Indian real estate sector plays a significant role in the country's economy. The real estate sector is second only to agriculture in terms of employment generation and contributes heavily towards the gross domestic product (GDP). Almost five per cent of the country's GDP is contributed to by the housing sector. In the next five years, this contribution to the GDP is expected to rise to 6 per cent. According to Jones Lang LaSalle, faster economic growth in Brazil, Russia, India and China (BRIC) could result in the property markets of those nations recovering at a faster rate than the UK and US real estate markets. It has also been suggested that India's property sector could begin to improve from late 2009 and may attract up to US$ 12.11 billion in real estate investment over a five-year period. The IT and ITES sector alone is estimated to require 150 million sq ft of office space across urban India by 2010.Organised retail is also responsible for the growth in commercial office space requirement. The organized retail industry is likely to require an additional 220 million sq ft by 2010. Moreover, growth is not restricted to a few towns and cities but is pan-India, covering nearly all tier-I and tierII cities. Almost 80 per cent of real estate developed in India is residential space, the rest comprising of offices, shopping malls, hotels and hospitals. According to the Tenth Five-Year-Plan, there is a shortage of 22.4 million dwelling units. Thus, over the next 10
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to 15 years, 80 to 90 million housing dwelling units will have to be constructed with a majority of them catering to middle- and lower-income groups. Moreover, a report by leading international property consultants, Jones Lang LaSalle Meghraj and Cushman & Wakefield India in association with Shopping Centres Association of India, named Mall Realities India 2010, states that over 100 malls of over 30 million sq feet of new shopping centre space are projected to open in India between 2009 and end-2010.Apart from the huge demand, India also scores on the construction front. A McKinsey report reveals that the average profit from construction in India is 18 per cent, which is double the profitability for a construction project undertaken in the US. Foreign institutional investors (FIIs) have also shown confidence in the countrys construction sector and are shoring up investment. With the BSE sensex touching a 15month high, the market capitalization of FII investment in construction has gone up a whopping 422 per cent in the past six months. The real estate sector is also likely to get a boost from Real Estate Mutual Funds (REMFs) and Real Estate Investment Trusts (REITs). In fact, according to a CRISIL paper, the REITs would have the potential to hold at least 5 per cent share of the total global real estate market by 2010, the size of which would turn to US$ 1,400 billion in the next 3 years. The paper titled, Indian REITs; Are We Prepared', says that by 2010, REITs alone would hold a market size of US$ 70 billion of the total real estate market as its concept is gaining ground in countries like India and other developing nations. Foreign direct investment (FDI) into India in the real estate sector for the fiscal year 2008-09 has been US$ 12.62 billion approximately, according to the latest data given by the Department of Policy and Promotion (DIPP). This business strategy will be in effect for the initial three years so as to enable the firm to realize its initial capital investment & fixed cost & also to provide enough time so as to develop an appropriate & strong brand image in the mind of the secondary market i,e the other business segments & the private consumers.

POSITIONING
One of the universal hurdles faced by the real estate developers when it comes to the choosing of an appropriate construction site, & at the time of its marketing, is its location. Location in this situation has dual aspects, the connectivity of the site with various civic infrastructures, & its natural setting. With the rapid proliferation of various modes of transport & infrastructural facilities, the first aspect has become moot. This leaves the second aspect as the one determining factor when it comes to consumer demand. It is here where scenedow steps in. The value proposition offered by scenedow to the target market is a virtual environment which emulates to the last detail & with complete fidelity all the aspects of the original panorama. It is a well known truism that what the eyes see is what the mind believes. Unlike televisions & cameras & there brethrens scenedow does not bring the picture to the viewer, but rather transports the viewer to the lap of nature itself.
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With a scenedow in place of a wall to wall window, a real estate firm brings to its customer the experience, the visual feast of not living in the urban jungles of Mumbai, but amidst the lush forests of the Amazon, or in the lap of the Swiss Alps itself. The value proposition of scenedow is that physical location is immaterial; with a scenedow you can be at anyplace at any time. To real estate development firms scenedow is a virtual environment simulator that seemingly transport the building to the desired panoramic location & gives their customers the experience of living in a environment of their choosing, which can ranged from the magistic mountains of the Swiss Alps, the dazzling beaches of the Mauritus to the breath taking beauty of English lake district & more.

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SURVEY-1
Imagine you are sitting in your home in Kharghar, chatting with your friends. Suddenly one of them exclaims, Wow look at the size of those waves. You look out of your WINDOW and all you can see is storm tossed sea, with mountainous waves, and a fishing boat clinging to them for dear life. Suddenly lightning flashes .. Then you look out of your real window and see the signboard of ITM. For a moment there, you had though that you were in the middle of Atlantic Ocean. The previous scene brought to you courtesy of SCENEDOW. 1) Have you heard of the product SCENEDOW? a) Yes b) No SCENEDOW is a revolutionary product based on an unique application of nanotechnology. Basically SCENEDOW stores the light received from any source and replays it continuously and vividly at a later point of time. Thus, in a nutshell, if you buy a Goa Beach SCENEDOW and install it at your home, for a fixed period of time, your home will overlook a Goa Beach, beautiful women and all their actions included.

YES 5%

NO 95%

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2) When you think of this product any other existing product comes into your mind? a) Yes b) No

YES 12%

NO 88%

3) If yes which of the following product is in your opinion closes analogous to SCENEDOW? a) LCD PROJECTOR B) HANDY CAM C) TELEVISION D)NONE OF ABOVE..IF ANY OTHER SPECIFY..

0% 5% 10% 7%

78%

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4) If yes would you consider SCENEDOW to be superior ,technology wise,in comparison to the existing product in question? a) Yes b) No

NO 7%

YES 93%

5) For how long would you like to enjoy the same scenic environment as provided by SCENEDOW? a) b) c) d) e) 6 months 1years 3 years 6 years If None of above please specify.

6 MONTHS 6 YEARS 15% 12%

1 YEARS NONE OF ABOVE 2% 34% 37%

3 YEARS

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6) In your opinion would a SCENEDOW replaying your familys daily life , reduce your home sickness.? a) Yes b) No

NO 39% YES 61%

7) Would you consider this having a SCENEDOW as equivalent to owning a house adjacent to say a GOA BEACH? a) Yes b) No

NO 32% YES 68%

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8) What in your opinion would be an affordable price for an 1 year SCENEDOW? a) 5000 b) 10,000 c) 15,000

15,000 15%

5,000 17%

10,000 68%

9) If this product is made available in the market at a reasonable price would customer be eager to buy this product ? a) Yes b) No c) Perhaps

PERHAPS 27%

YES 66% NO 7%

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SURVEY-2 1. Which income group do you fall under? a. Low income group b. Middle income group c. High income group
LOW INCOME GROUP HIGH INCOME GROUP 3% 17% MIDDLE INCOME GROUP

80%

2. Which age group do you fall under? a. Less than 30 years b. 31-60 years c. More than 60 years

Less than 30 years

31-60 years 4%

More than 60 years

23%

73%

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3. How much money are you willing to spend on SCENEDOW? a. Rs. 5000 b. Rs. 15000 c. Rs. 30000 d. Rs. 50000 +

50,000 6% 30,000 17% 15,000 17% 5,000 60%

4. What life span of SCENEDOW would you go for? a. 6 months b. 1 year c. 2 years d. 3years +

6 MONTHS 10%

1 YEARS 6%

2 YEARS

3 YEARS

17% 67%

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5. What do you look for in a product? a. Quality b. Price c. Features d. Innovativeness e. All of the above

QUALITY 10%

PRICE 13%

ALL OF ABOVE 44% FEATURES 10% INNOVATIVE NES 23%

6. Where do you normally shop from? a. Any store b. Malls

ANY STORE 23%

MALL 77%

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7. Are you techno savvy? a. YES b. NO

NO 13%

YES 87%

8) Do you go for products as & when they are introduced in the market? a. Yes b. No

NO 47%

YES 53%

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8. What kind of natural environment would you prefer for your SCENEDOW? a. Sea b. Mountains c. Lakes & Waterfalls d. Forest e. If none of the above, please specify

FOREST 7% LAKES&WATE RFALLS 20% SEA 40%

MOUNTAINS 33%

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PORTER FIVE FORCES MODEL


There are five forces in the market which we have to analyze:The competitive rivalry within an industry Bargaining power of the suppliers Bargaining power of the buyers Threat of new entrants Threat of substitute products

The Competitive Rivalry Within An Industry


The market is new as we are the first one to explore it. Therefore we have the first mover advantage in this industry at least for the first few years after which the new entrants will come and it will turn into the red ocean. Therefore at the beginning we are a monopoly in this market but afterwards the competition will increase. However there is disguised competition from other industries of interior decoration and scenery designing.

Bargaining Power of the Suppliers


There are not many suppliers of the raw materials of this product. One of the major suppliers would be of nano tubes which is not available in many places. So there would be some bargaining power of the suppliers of these but not much. Also the glass that we have to buy is not that expensive and is available in plenty. Therefore the bargaining power is less.

Bargaining Power of Buyers


The product is customized according to needs of the buyers. Therefore we are catering to the customers according to their preferences. Also we are the only one in the industry to produce this product and so there is not much bargaining power to the customers.

Threat of New Entrants


At present the industry has not been explored by anyone but us and so there is no immediate competition. However there is a risk of new entrants in the future but due to
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the complexity of our product the risk is minimal. Also the base technology for this product is protected by various patents and Intellectual Copyright acts. As such the rise of copy-cat products is minimal. Even if there are new entrants they will come only after some time and by then we would have established ourselves domestically and globally. Therefore there is not much risk from the entry of new firms. The capital invested in this kind of business is very large and so it poses a hindrance toward entry of a new firm.

Threat of Substitutes
There are no direct substitutes of our product but the LCD televisions and LED projectors & handycamcan be considered to be distantly substitute products. However they do not offer the convenience and utility like our product. They are also not so much technically advanced like our product. Also they fail to compete in a key area, the ability of our product to simulate a virtual environment, a la the Holodecks of Star Trek.

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Marketing Mix
The marketing mix for Scenedow consists of the following a) b) c) d) Product Price Place Promotion

Product
Imagine you are sitting in your home in Kharghar, chatting with your friends. Suddenly one of them exclaims, Wow look at the size of those waves. You look out of your WINDOW and all you can see is storm tossed sea, with mountainous waves, and a fishing boat clinging to them for dear life. Suddenly lightning flashes .. Then you look out of your real window and see the signboard of ITM. For a moment there, you had though that you were in the middle of Atlantic Ocean. The previous scene brought to you courtesy of SCENEDOW. SCENEDOW is a revolutionary product based on an unique application of nanotechnology. Basically SCENEDOW stores the light received from any source and replays it continuously and vividly at a later point of time. Thus, in a nutshell, if you buy a Goa Beach SCENEDOW and install it at your home, for a fixed period of time, your home will overlook a Goa Beach, beautiful women and all their actions included.

Pricing Strategy
There are some pricing strategies generally used 1) Cost based pricing 2) Competition based pricing 3) Value based pricing

Cost based pricing It involves a markup to the cost of the product. But Scenedow is not dealing with a price sensitive market. So this pricing strategy is moot.

Competition based pricing Setting prices based on the prices the competition charges for similar products is called competition based pricing. Since ours is a revolutionary product and the market itself had no existence before the launch of our product, blue ocean marketing
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strategy is applicable in this case. As such in the absence of any other competitors, competition based pricing strategy is moot. Value based pricing In value based pricing, price is based on the buyers perception of value rather than on sellers cost. An increasing number of companies are basing their prices on their products perceived value. It is applicable for Scenedow as well as consumers dont have any preconceived notions about this product and hence there is a need to base its price on its value. Based on this strategy, priced is affected by three different value attributes of Scenedow , with each contributing their individual weight to the final pricing strategy. The three value attributes are: Thickness of the Scenedow In contrast to conventional thickness, which is measured in units of distance, the thickness of a Scenedow is measured in units of time ie. months and years. This is due to the fact, that in effect, when measuring the thickness of a Scenedow, we are measuring the time taken by a corpuscle of light to emerge from the Scenedow ie the thickness of a Scenedow in light years. To simplify this process and to make it more customer friendly we have thicknesses from six months to three years. These numbers denote the life of a scenedow ie for a six month thick Scenedow exposed to the Swiss Alps, the customer gets that particular natural panorama played out in his living room for the next six months, day and night, continuously and in order of actual occurrence of events, after which the Scenedow becomes transparent. Size of the Scenedow Like ordinary plate glass, price of Scenedow varies according to the size of the slab of glass. Panorama to which the Scenedow is exposed to Due to wild variations in real estate prices over the world and corresponding labour cost variations, different Scenedows simulating different natural environments are priced differently eg a Swiss Alps Scenedow is priced higher than an African Savanna Scenedow of same thickness and physical dimensions.

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Place
During the initial phase, we plan to adopt a Business to Business model where the real estate development firms are our target market. As such we plan to implement the Direct Marketing Channel, where the product is made available to the customers at their construction sites for installation, on their placing bulk orders in advance.

Promotion
The promotional strategy adopted by the firm emphasizes on the creation of awareness about the product among the other market segments, particularly the individual consumer, through the proliferation of its use in the real estate sector and its eventual ubiquitousness . As such initially our promotion strategy is solely geared towards raising awareness about the product, its unique features and its potential to bring about a revolution in the real estate development segment. This can be achieved through the following: a) Industry interaction b) Live product demonstration c) Participating in Real Estate Fairs d) Targeting Buying Centers e) Aiming for multilevel in-depth-selling .

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Business Concept/ Strategic Position


The strategic position of the firm and its sole product the Scenedow can be evaluated as follows:

The raison-detre for the existence of the product


The modern world has resulted in a paradoxical situation where the world has shrunk to the limits of the television and yet due to the increasingly stringently enforced national boundaries, barriers to international tourism and exorbitant property prices, a person is limited to which parts of the world he can experience. Yet the human spirit yearns to break free of such restrictions. It is here where the Scenedow steps in. Through a revolutionary application of nanotube technology and Bose- Einstein Condensate, Scenedow transports a person to any part of the world he wishes through the creation of a virtual environment. As such the Scenedow enables a person to explore never before seen vistas, from the eternity of outer space to the dazzling beauty of the remote Pacific Islands. Thus the Scenedow acts as a liberator and breaks down political, economic and social boundaries and truly brings to life the principles of Liberte, Egalite, and Fraternite.

The present position of the product


The product SCenedow is at present in a fledgling state. Due to its revolutionary technology and ingenious application of nanotube technology, there is no previously existing awareness of the product or its very need among the consumers. In fact there is no previously existing market for the product. What we have is a latent need for the product among the consumers. What we have to do is to design and implement a marketing strategy which takes this latent need and transforms it into a rapidly burgeoning demand for the product in the global market.

Future aspirations regarding to product position in market


The firm envisions a near future where the product Scenedow is as ubiquitous as the automobile and the firm due to its pioneering status enjoys a huge, if not total, share of a global market. However in order to achieve this quantum shift from an unknown product to a global masterbrand, it is imperative that the firm first defines a concrete roadmap which would lead to the achievement of this target. In order to design this road map of the future, the firm has to design the following micro strategic scenarios:
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ITM BUSINESS SCHOOL a) Where to compete?

Since the firm has an entirely unique product with a virgin market to exploit, there are as such no direct competitors. However the product Scenedow can draw flak from near substitute products like digital movie cameras and projectors. As such Scenedow would be best served if it creates an entirely new market for itself under the banner of Virtual and Continuous Environment Simulation Technology.

b) How to compete? Scenedow can be marketed to the consumers as a device that simulates with

complete fidelity any natural environment from the abyss of the Marianna Trench to the eternity of outer space.
c) What VDS?

The Value Delivery System of Scenedow would be to transport the customer from his drab apartment to the lap of mother nature of herself through the simulation of a natural environment continuously and with complete fidelity. A customer buying a Scenedow would be buying for himself and for his family, not a piece of glass, but a slice of mother nature herself in all her majestic glory. Unlike contemporary technological devices like handycams and their kin, a Scenedow reproduces with complete clarity and fidelity, nature herself. In fact a Scenedow can be visualized as a poor mans Holo-Deck a la Star Trek.

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