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Grish Ma

Grish Ma

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Published by Abhishek Agarwal
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Published by: Abhishek Agarwal on Mar 08, 2013
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05/14/2014

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1. Mr. Sunil Gupta, Director of Durable Products (P) Ltd has come up with the idea of launching “Big Pop”.

According to Mr. Sunil Gupta consumers will show intrest in gadgets that lead to convenience and fun and it will be profitable to manufacture and market the product. Also Mr. Sunil Gupta will have the first mover advantage. Presently in some of Indian homes, corn is prepared in the pressure cookers & in some cases in the oven. This is one of a kind machine which is safe and easy to operate. This 2 minutes popcorn machine could also be used for other roasting applications such as roasting coffee seeds, nuts and even ready to fry snacks. Inspite of all the uses of the product the strong Indian culture will make the diffusion process and adoption process slow. So we would definitely propose that the product be launched. Mr. Gupta keen to recover all the expenses(including & promotion) in addition to at least 25% profit in the first year. Use Skimming Policy rather than penetration to recoup costs => High Price. The price we propose is Rs. 1500 – Rs. 2000. The product will take time to gain popularity in the market therefore it is advisable that the people with more disposable income be targeted initially before lowering prices and penetrating the market. Plus there is not competition as yet for Big Pop so they can afford to have higher margins.

2. Marketing Stratergy for Big Pop: • Product: With a compact size that takes up minimal space on the counter. The unit leaves behind virtually no unpopped kernels, and its angled chute does a good job of directing popped corn into the bowl. Because it works with hot air instead of oil, there's not the high fat or oil content to worry about. However, there's no reason the popcorn can't be mixed with great amounts of salt and butter. Popcorn can also be enjoyed when combined with seasonings, spices and other foods like caramel and cheese providing a nutritious, delicious snack. Place: The company will sell its products through the distribution channels used by the company’s other products. It would sell to agents who in turn would sell to authorized dealers and other retail outlets where potential for sales is large. Price: Mr. Gupta keen to recover all the expenses(including & promotion) in addition to at least 25% profit in the first year. Use Skimming Policy rather than penetration to recoup costs => High Price. The price we propose is Rs. 1500 – Rs. 2000. The product will take time to gain popularity in the market therefore it is advisable that the people with more disposable income be targeted initially before lowering prices and penetrating the market. Plus there is not competition as yet for Big Pop so they can afford to have higher margins. Promotion: Heavy Promotion focused on Kids. a. Demonstrations of the product outside big retail outlets ,theaters and block markets b. Trade fair and exhibitions

A2. . Market SegmentsGeographic: Tier 1 and Tier 2 cities. B1 and B2. Demographic: People with high income level belonging to SEC A1. Newspaper advertisements 3. People who believe these products are better and people who are creative with cooking and like to use gadgets to make the process simpler. Target MarketThe target market we have listed for Big Pop will be Tier 1 cities and people belonging to SEC A1/A2 who believe that a Big Pop machine will be better for them. Positioning• • • • • Superior : High Quality Japanese Motor and Heat Shield Communicable: We can easily communicate the benefits Pre-emptive: We are the first movers in the market Affordable: For our target segment Profitable: For the company Over the next couple of years the company can adopt a penetrative pricing option and explore new markets like lower income level groups and tier 3 cities. Advertisement during intervals in movies d. Psychographic: Believers and Innovators.c.

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