5/29/2014 1

BUZZI BOY
A Marketing plan
LV APL
KALKAJI NEW DELHI
LV APL, La Vision Animation Private Limited
5/29/2014 2
Comics & India
A generation of Indians grew up on India Book House characters like
Supandi, Shikari Shambhu and Tantri the Mantri.

Comic is a sequential storytelling processes that use still, flat images and
are usually shown on paper without sound. Each sequential panel not only
contains independent meaningful images and texts, but also has its specific
time period.

Comics, with the rise of the Indian middle class and its purchasing power
and indigenous production, have gradually become an integral part of the
childrens world in India today.
LV, APL La Vision Animation Private Limited
BUZZI BOY

5/29/2014 3
Marketing Model



A customer centric model of marketing

Customer Solution ( Product)
Customer Cost ( Price)
Convenience ( Place )
Communication ( Promotion )

LV APL, La Vision Animation Private Limited
BUZZI BOY

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Policies
Attracting & retaining the customer
Value Management
Brand Building
Relationship
Creating genuine Customer value
Adding social benefits

LV APL, La Vision Animation Private Limited
BUZZI BOY

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Focus areas
Market Penetration
Product Development

LV APL, La Vision Animation Private Limited
BUZZI BOY

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MISSION
To Create an ideal BUZZI BOY among the children. They not merely
identify Buzzi Boy as a comic character in between them but it takes place
in the life of them. They start feeling Buzzi boy in their life.


Apart from this Buzzi boy has such an impact on the society that not only
the children but the parent also start encouraging their ward to read Buzzi
Boy.


Buzzi Boy will be the new pragmatic approach to develop a new generation
not only a source of entertainment.
LV, APL La Vision Animation Private Limited
BUZZI BOY

5/29/2014 7
MARKET ANALYSIS
According to a recent industry survey, the Indian animation industry, which
is now pegged at US$550 million, is expected to grow at 30% annually in
the next couple of years and reach US$15 billion by 2010



India's population of more than 1 billion is the youngest in the world.
Projections are that, by 2015, India will have 550 million people under the
age of 20.
LV, APL La Vision Animation Private Limited
BUZZI BOY

5/29/2014 8
Trends in Market
By 2006, the global market, which is currently $35 billion, would go up to
$50 billion.




India would command at least $1.5 billion worth of work from the animation
industry.
LV, APL La Vision Animation Private Limited
BUZZI BOY

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SWOT Analysis
LV, APL La Vision Animation Private Limited
BUZZI BOY

Buzzi Boy the character
Strong Team
Time
Innovative ideas
Target Market understanding
Technological Expertise
Strong storyline
Fund
No past experience
Small team size
Deadline
High market potential
Lucrative customer
Edutainment prospect
Open ended ness of product
New Character
High growth
Players in the market
New Entrants
Substitute of product
S
O T
W
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BUZZI BOY
Buzzi Boy is a character who is very close to reality. He is just not a
hypothetical character which is developed for fun but he is one from us
who is living with the living people.

Buzzi boy is an approach to take the children from a fancy world to reality
through both Education & Entertainment by applying different
constructive processes in their daily life.

We are going to spread this idea in the form of comics where the story
revolves around Buzzi Boy.


LV, APL La Vision Animation Private Limited
BUZZI BOY

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Target Market
7-18 years old children living small towns and shanty areas of
major towns in the Hindi speaking belt.

Middle & upper class children living in urban areas more or less
relate better to foreign comic characters like Disneys Mickey and
Donald, Tin Tin, Superman and Archie, etc.

Parents
LV, APL La Vision Animation Private Limited
BUZZI BOY

5/29/2014 12
Market Potential
Indias population of more than 1 billion is the youngest in the world.
Projections are that, by 2015, India will have 550 million people under the
age of 20?

A country with a population of kids twice the size of the entire population
of the United States.

By 2006, the global market, which is currently $35 billion, would go up to
$50 billion.

India would command at least $1.5 billion worth of work from the animation
industry.
LV, APL La Vision Animation Private Limited
BUZZI BOY

5/29/2014 13
Objectives
To Create a Passion in the young generation for BUZZI BOY.

Making BUZZI BOY an ideal for children.

Influence parent with the lessons & messages given by BUZZI BOY to
their children.

Making BUZZI BOY very close to reality.

Making BUZZI BOY as a international character.
LV, APL La Vision Animation Private Limited
BUZZI BOY

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STRATEGY
LV, APL La Vision Animation Private Limited
BUZZI BOY

1. Launching of comics
2. Launching of BUZZIBOY.COM the
website.
3. Games on the website related to
Buzzi Boy
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LV, APL La Vision Animation Private Limited
BUZZI BOY

4. Quiz on the Website on the basis of
Last edition of comics.
5. National Talent Hunt for the title
BUZZI BOY
6. Award like Scholarships, Free
Training etc. for the Buzzi Boy
7. Developing a cartoon Film on BUZZI
BOY
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Competitive Strategies
E comics

Edutainment Flavor
LV, APL La Vision Animation Private Limited
BUZZI BOY

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Channels
Print media like newspaper ads
Pamphlets
Hoardings
FM
Television
Internet
LV, APL La Vision Animation Private Limited
BUZZI BOY

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Coverage & Location
Urban
Semi urban
Rural


Schools
Children Parks
Cinema Halls
Shopping Malls
Restaurants like Mc Donalds, Pizza Hut etc.
Retail book stores
LV, APL La Vision Animation Private Limited
BUZZI BOY

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FINANCIAL EVALUATION
Assumption:
Unit cost of comics for LV APL is Rs 6
Unit cost of sample comics to be distributed free is Rs 4
No. of work force involved is 3
Time to develop 1 edition is 25 days.
Each work force costs Rs10,000
Targets
To sale 10,000 units.
Enter in the market with a Margin of 33.33%
Management Decisions
Price of comics charged by LV APL to the market Rs 20
Price to customer Rs 20-25
Total advertisement expense half yearly Rs 1,80,000
LV, APL La Vision Animation Private Limited
BUZZI BOY

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Production Budget
LV, APL La Vision Animation Private Limited
BUZZI BOY

Particulars Total
Labors Cost(F) 3 * 10000 30,000
Advertisement(F) 30,000
Comics 6* 10000 60,000
Sample(F) 4* 2000 8,000
Overheads(F) 10,000
TOTAL 1,38,000
1 Month
Total cost for developing 10,000 pcs of comics including 2000 sample &
advertisement is Rs 1, 38,000
F = Fixed cost
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Total Sales
LV, APL La Vision Animation Private Limited
BUZZI BOY

Particulars Total
Comics 10,000 * 20 2,00,000
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Cost Sheet
LV, APL La Vision Animation Private Limited
BUZZI BOY

Particulars Rs
1.Sales 2,00,000
2.Fixed cost 0,78,000
3.Contribution ( 1 2 ) 1,22,000
4.P/v ratio ( 3/2) 1.56
5.Break even point ( 2/3) 6394
So we have break even sales for 1 month will be around
6400 copies of comics.
Margin of safety = 2600

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LV, APL La Vision Animation Private Limited
BUZZI BOY

6400
1,28,00
0
10000
2,00,00
0
TR
&
TC
No. of units
B
C-V-P ANALYSIS
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Projection for 6 months:



Assumption:
6 edition of comics is published
Two times sample is distributed free due to promotional activities.
Rs 2 lacks in advertisement


Total sales revenue: Rs 12, 00,000
Total cost incurred Rs 08,06,000

profit Rs 3,94,000


So a annual profit of around Rs 8,00,000
LV, APL La Vision Animation Private Limited
BUZZI BOY

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Extra strategic sources of funds :

Sponsor ship
Games
Talent program
Cartoon film viewer ship
Advertisements on website
Strategic alliances



Suggestions:

After achieving this target what marginal sales increased 30 % of
it will go on marketing & promotional activities.

20 % to increase the quality of output & enhancing the
infrastructure.
LV, APL La Vision Animation Private Limited
BUZZI BOY

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POTENTIAL PROBLEMS IN ACHIEVING GOALS OR OBJECTIVES
AND PROPOSED SOLUTION
- Current trend:
Until now, despite a thriving culture of myths that lends itself to the
art of the comic book, Indian comic books have had poor visual content and
production values. The market for Indian comics has been meager, too, and
licensing extensions into toys or movies nonexistent.

The biggest will be in redefining popular art so that the style of
stories and artwork remain authentic to Indians, yet accessible to a
global market. ?The big question: ?Are people ready to get this???

Popularization of foreign characters of comics.

A number of substitutes

LV, APL La Vision Animation Private Limited
BUZZI BOY

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Proposed Solutions


The strong story line will definitely generate a global appeal.
The message should be clear which is to be conveyed.
The story not only appeals to the child but also the parents must notice
that. We can call it as involvement of parents.
Short stories as long stories create boredom.
Strong script.
Good investment
LV, APL La Vision Animation Private Limited
BUZZI BOY

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IMPLEMENTATION OR TACTICAL PLANS
We are going to target the schools.
Conducting seminars & Quiz program in schools.
Invoking parents too to be part of all those seminars.
Distributing free comics, T-shirts etc to children.
Free distribution of comics in different locations like restaurants, parks
etc.
Press releases & articles to be posted.

LV, APL La Vision Animation Private Limited
BUZZI BOY

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MONITORING & CONTROL
Performance standards may have to be revised if it becomes apparent that
they were unrealistic in the first place.



Another element of evaluation is that the process may suggest mistakes
that were made in developing the marketing plan which can be kept in mind
when the next marketing plan is developed! Thus marketing planning must
be considered as an on-ongoing, continuous process--not a process that is
completed when the plan is written and placed on a shelf not to be opened
again until the next plan is to be written!
LV, APL La Vision Animation Private Limited
BUZZI BOY

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LV, APL La Vision Animation Private Limited
BUZZI BOY