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SINHAGAD INSTITUTE OF BUSINESS MANAGEMENT,CHANDIVALI, MUMBAI

PRESENTED BY,
SIDDHESH P.PATIL PRASENJEET THORAT

OUR PRODUCT

Pen

Refill

Easily attachable Separate Whitener/highlighter

Whitener/ highlighter

WHY THIS INDUSTRY Close to peoples all walk of life Growth Rate Cello pens Positive response from customer survey

SWOT ANALYSIS
Strengths
Multifunctional Appearance Light weighted Product line Available in various colors. fragrance Need of student and office goers Multifunctional product at reasonable rates Product acceptance as per the conducted survey

Weaknesses
High selling and distribution overheads due to new entry

Opportunities
Can acquire good market shares due to new concept No direct competition to the product Connect people emotionally with brand by fulfilling their multiple needs at a time. Separate sale of whiteners and highlighters.

Threats
No direct threat Duplicity of the product concept and Design by the unorganized players.

MARKET SURVEY
What are the qualities you look in particular pen? At what range you purchase a pen?
5 to 8

Qualities
30% 15% 10% 3%
42%

Range Of Pen
9 to 12 13 to 15

16 to 20

18%
Price Durability comfort Brand Appearance`

28%

13% 41%

- 42 % people focuses on comfort Which pen do you prefer mostly?(ball pen /gel pen)

- Customer preference: Range (9-12)

-Demand for ball pen > gel pen. -Out of total production 70% would be for ball pen

Do you prefer any particular point of nib?

Do you follow any particular brand?

-66% people do not prefer particular point of nib. - Nib 0.5

-As 68% people do not follow particular brand, This pen has great chance to acquire good market shares

Are you price conscious while selecting particular pen, whitener, highlighter?

The places from where you often purchase your pen?

INPUT FROM CUSTOMERS


58% 42% yes 55% no 45% 56% 44%

pen users

whitener users highlighter users

-58% people are not price conscious regarding pen but when its come to whitener or highlighter they are price conscious. - Customer can prefer this pen if they gets 2 function in one pen & that is too for affordable price

MARKETING GOALS AND OBJECTIVES


- Making Product Aware To The Mass

- "To Be NO 1 Writing Instruments Dedicated To Quality And Consistent Performance." - Consistently Make Good Products At The affordable Prices. - Constant Achievement Grow In Volume And Value. - Maintaining Healthy Customer Relationship - Achieve 10% of total sales amount in first a months.

MARKETING STRATEGY
Market For Market Testing - Corporate and Government offices and management Institutes Duration For Test- 3 Month Reason For Selecting Particular Duration For Test - Average Repurchase Period - Market Competition - Cost Approaching Government ,Corporate Offices And Colleges For Bulk Orders(Providing Discounts) Discount & gifts to the retailers on the sale of more than 50 pens in a month

PRODUCT STRATEGY
Product features Product range Brand Name: "NOVEL Brand logo:

Packaging

(Crate of 12 packs)

(Pack of 12 pens)

POSITIONING
Slogan: Ride the wave of change
Uniqueness Economic Quality

PRICING STRATEGY AND METHODS


Penetration strategy Sales Oriented pricing method -Growth in Sales: -Growth in market shares:

CHANNELS OF DISTRIBUTION
Company Customer Company Retailer Customer Company Distribution centre- Retailer Customer

EVALUATION AND CONTROL


Periodic review for marketing and sales activities Revenue Assessment Reviewing the supply-chain & dealer meet

PROMOTIONAL ACTIVIES
- Newspaper and Internet Advertising - Distribution of free Samples in conferences and college Induction Programme.

-Sponsoring Printed Ad umbrella to fast


food stalls outside corporate buildings, Colleges & railway stations

-Sponsoring, Logo & Brand name


printed t-shirts or caps to volunteer in College Events,Dahihandi & Ganesh festival events . -Free samples in college Competition

DIRECT SELLING

ESTIMATED COSTING FOR NOVEL

COST SHEET
Particulars Fixed Cost Machinery Cost 1) Refill making machine 2)Plastic moulding machine 3) Pen stic machine 4)Embossing machine 5)Product packing machine If each assembly line produce five product Land & Bldg. VARIABLE COST Wages Manager 350000 ( 3 months) Labor 400000 (3months) Supervisor 200000 ( 3 months) 950000 x 3 = 2850000/50 50 Products 2850000/50 Raw material 2.30 x 10 Finished product Refill 0.15 Whitener 0.45 Highlighter 1.80 Selling & Distributions Advertisement & Promotion Distribution Amount Amount 500000 50000 900000 200000 700000 3050000 3050000/5 610000 2000000

57000 2300000 150000 450000 1800000 2400000 6000000 100000 10857000

BEP CALCULATIONS

Production - next 3 months = 2000000 units TOTAL FIXED COST


Variable cost 10857000 x 3 (-) Reduction in Advertising cost 10857000 - 1000000 units 6000000 (3000000 x 2) Wages ( 114000 57000x 2) Raw material 4600000 (2300000 x 2) Finished product 4800000( 2400000 x 2) Distribution 200000 (100000 x 2) 15714000 -- 2000000 units 32571000 6000000

2610000

29571000

VARIABLE COST
26571000 - 3000000 units BEP= FIXED COST/ PRICEVARIABLE COST

= 2610000/ 10 8.86 = 2610000/1.14 = 2289474 UNITS X 10 = Rs.22894740

THREE-MONTH IMPLEMENTATION SCHEDULE


MONTH
Week Product Activities Finalize artwork, packaging &label design Employee training & education on new strategy Production runs Distribution Activities Finalize distribution issues with retailers &vending services firm Shipments to warehouses & distribution centers Shipments to retailers Pricing Activities 10% disco. On buying order 5% disco. On reorder IMC Activities Finalise website design Website testing Launch website Television advertising Online advertising * * * * * * * * * * * * 1 OCTOBER 2 3 4 1 NOVEMBER 2 3 4 1 DECEMBER 2 3 4

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Thank you
for your co-operation