STRUCTURE 1. Executive summary. 2 2. Product.. 2 2.1 features and benefit... 3 2.2 USES. 3 3. PRODUCT DESIGNS.. 4 4. PLACE. 8 5.

Target market 10 6. competitors 10 7. Positioning 10 8. promotion.. 11 9. pricing.. 12 10. DISTRIBUTION. 13

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1. Executive summary
There are various folding tables in the market, but they're usually a specific size, so users may need to buy several tables for different uses. For example, a card table is smaller and more convenient to store, but has limited uses, so a larger folding table may be needed for other applications. Many folding tables are large and cumbersome to transport or store. InStyle, The Amazing Folding Table, is a fine made table in India providing unique features with multiple uses for the people of Australia, Sydney. The lifestyle of people in Sydney well matches the product features and also fulfils their requirements. It is a premium product with a promising quality providing an assurance of style with usage. It offers a variety of range and designs that matches the interior of the house.

2. PRODUCT DESCRIPTION
InStyle is a unique folding table that opens to three sizes, seating up to 12 people,
which sets up in 20 seconds. It features 3 sizes, the first can seat 1 to 3 people, the second can seat 4 to 6 people, and the last seats 7 to 12 people at a full length of 9 ft 2 in. long. With most other "folding tables", only the legs fold underneath the table, and the large table surface is cumbersome and difficult to carry and store. With InStyle, the whole table itself folds into a slim 9 in. thick, approx. 36 in. square shape, which makes it compact and portable, easy to transport and carry, or store in small spaces like a closet or under a bed. Easily fits in the back seat of a car, and many car trunks. It can be made out of a combination of wood, plastic, or metal, with wood or metal legs.

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2.1

Features and Benefits

Features 3 sizes in one table Seats up to 12 people Sets up in 20 seconds It's portable, completely folds down into a 9 in. thick, nearly square size It's easy to store in small spaces like a closet or under a bed It's versatile, can be used for a multitude of purposes, indoors and outdoors, light to heavy usage Features a sturdy design Can be made of a combination of wood, plastic or metal with wood or metal legs Lasts for generations

2.2

Uses
Commercial Uses include: Event food caterers Hotel uses: for banquets, buffets, seminar rooms, conferences, and weddings Hospitals Military Uses Schools Churches/Synagogues for community events and functions Party Suppliers Government Trade shows, flea markets, swap meets and more!
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Family function uses: Holidays and large family get togethers Tail Gating at sporting events Picnics RVing Camping Backyard barbeques or buffets Yard and garage sales and more! Home uses include: Computer table Games, puzzles Hobby projects Work desk Dining room table and more!

3. PRODUCT DESIGNS

First size Seats 1 to 3 people

Great for breakfast, computer desk, study, hobbies, card games, display table and more!

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Second size Seats 4 to 6 people

Great for camping, RVing, tail gating, work desk, computer desk, games, hobbies and more!

Third size Seats 7 t0 12 people!

Great for holidays, gathering, camping, picnic, conference table, display table and more!

Folds into a compact carrying case for easy carrying

When not in use, can be conveniently stored in a closet or under the bed

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4. Place

nStyle, a unique product is entering the Australian market seeing the positive scope of flourishing in Australian market. Australia is a developed country and

one of the wealthiest in the world, with the world's 12th-largest economy. In 2012 Australia had the world's fifth-highest per capita income. With the second-highest human development index globally, Australia ranks highly in many international comparisons of national performance, such as quality of life, health, education, economic freedom, and the protection of civil liberties and political rights. The place chosen for the product launch is Sydney, Australia. Sydney is one of the worlds most highly rated cities in terms of quality of life. It was ranked by The Economist's Global Liveability Report 2011 as one of the world's most liveable cities and was voted world's best city by readers of Travel & Leisure and Conde Nast Traveler magazines. Sydney is one of the most exciting, modern, cosmopolitan, beautiful and multicultural cities in the world, with a magnificent harbour and attractive city environment. Reasons for choosing Sydney are: Demographics: Sydney is home to 4.4 million people. The citys international flavour is due to the fact that 40% of its residents were born overseas. Climate: Sydneys climate is pleasant, with temperatures rarely exceeding 35 deg C in summer or falling below 6 deg C in winter. Sydney's weather is perfect throughout the year with mild winters and moderate summers, making it attractive for recreational activities indoors as well as outdoors.

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 Culture: Australia is proud of its multi-cultural heritage. People from over 100 countries live in Australia. It is a welcoming and friendly place. Purchasing power of consumers: Sydneysiders believes in quality of life and spend handsome amounts on luxury items and also like trying out new items because they are very creative. Lifestyle: Sydneys excellent ratings in quality-of-life surveys are due to the quality of its air and water, the beauty of its natural environment, and the level of infrastructure and services available. Sydneys pleasant climate, multicultural population and attractive natural environment make it an ideal place to experience diverse cultural and culinary delights and to get involved in a huge range of outdoor and indoor activities. Private courtyards just for barbecue...Most Sydneysiders have their own private backyard, tailor-made for the Sunday afternoon barbecue. Underground parties... Some cities pride themselves on their underground transport systems. Sydney's got that, too, but by and large, when locals go underground they don't sit in bored silence. They go to parties and un-advertised performances in warehouses, churches, studios and secluded beaches. Picnics on beautiful islands... During colonization, the harbour islands were used for jails, navy depots and fishing bases. Nowadays, festivals and picnics are held there. Equipped with a pop-up bar and camping ground, the revamped Cockatoo Island hosts the Biennale Festival, a cacophony of art installations and performance.
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5. TARGET MARKET

nstyle, an Amazing Folding Table is a piece of furniture that will be valued for generations to come. A very extensive target market of commercial, home, and

community uses. More focus is on high end consumers as well be providing unique designs and well customized tables which will enhance the beauty of the interior of their houses.

6. COMPETITORS
IKEA Furniture Fantastic Furniture King Furniture: Sofas, furniture and lounges Freedom Furniture and Home ware Zanui: Furniture online and Homeware

7. POSITIONING

etermine what prompts them to buy wood furniture, such as to create a comfortable office setting or keep a certain style to reflect the branding. As we

begin promoting our furniture company, we need to differentiate our business from other wood furniture makers. For instance, promote specific locally grown or exotic woods use in our pieces. We need to stand out from cheap furniture manufacturers so customers understand the quality and consistency in workmanship they get by buying our furniture. If wood office furniture is manufactured, the high quality is mentioned that makes the customers office look professional, and point out any ergonomic design used. Other ways to position our company include focusing on our

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use of environmentally sustainable wood, providing speedy delivery of the furniture and offering extraordinary service.

8. Promotion

s InStyle will have its own brand identity, the promotion strategy adopted will be Pull Strategy through Advertisements. Whether you sell wood kitchen

cabinets, living room and bedroom sets or office furniture from your workshop or from a storefront, a mix of Internet and traditional promotions give you the best shot of turning your passion for making furniture into a successful business. Advertisements: Targeting high income families by running ads in special sections of the local newspaper like The Sydney Morning Herald when they feature high-end interior design or beautiful home interiors. Luxury events and shows and customized lifestyle publications Aggressive In-Store promotions Celebrity endorsement by Chris Hemsworth

Digital Medium Create a website that showcases the types of custom and ready-made furniture we sell, and include photos of our employees building the pieces to help express how we differ from cookie-cutter furniture companies.

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Use social networking sites to share information with prospects and customers about the types of furniture we build and the reasons we use certain species of wood in our pieces.

Add photos as often as possible to show the pieces weve designed, and include tips to help customers keep the furniture beautiful for years to come.

Network with construction companies, remodelers and interior designers to promote your furniture as a way to beautify their clients' homes and offices.

9. PRICING
Luxury brands are investing large sums of money in heavy marketing to not just promote their brands and products but also to inform consumers about luxury and why they should pay a premium for products offered by luxury brands. The strategy adopted by InStyle is: Premium pricing: Premium pricing is appropriate when there is something unique about a product or service, and luxury, exclusivity and high quality are all associated with perceived higher value. Premium pricing strategies may mean a longer sales cycle, but better margins and higher profits will result from a smaller revenue base. Psychological pricing: Starting range would be A$399

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10.

Distribution
Opening of a flagship store in Sydney.

The busiest luxuriant commercial strip in Sydney

Place: Pitt Street in the Sydney Central Business District Gallery programs where products are displayed in complete and fully accessorized room settings instead of as individual pieces.

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