T ERM P APER

Subject: MARKETING MANAGEMENT

TOPIC: MARKETING PLAN FOR DVD PLAYER

SUBMITTED TO:
SUBMITTED BY:
Mrs. REETA KUMARI PUJA
CHOPRA
MBA
INTERNATIONAL
ROLL NO.
36, SECTION- 335

DEPARTMENT OF MANAGEMENT
LOVELY PROFESSIONAL UNIVERSITY, PHAGWARA
 CONTENTS:

 ACKNOWLEDGEMENT
 MATRIX DVD PALYER- OSCAR LIMITED
 EXECUTIVE SUMMARY
 SITUATION ANALYSIS
 MARKET ANALYSIS
 CONSUMER ANALYSIS
 INTERNAL BUSIENESS ANALYSIS
 SWOT ANALYSIS
 MARKETING RESEARCH STEPS
 NEW PRODUCT DEVELOPMENT PROCESS
 PRODUCT STRATEGY
 PACKAGING /BRANDING / LABELLING
 PRICING STRATEGY
 LAUNCHINFG CAMPAIGN
 POSITIONING STRATEGY
 PROMOTION STRATEGY
 DISTRIBUTION STRATEGY
 LOGISTICS AND SUPPLIER
 IMPLEMENTATION
 CONTROL AND EVALUATION
 CONCLUSION
 REFERRENCES
 ACKNOWLEDGEMENT:
I, PUJA CHOPRA student of MBA INTERNATIONAL 1st SEM, roll no.36, Section
-335, am very thankful to my mam MRS. REETA KUMARI for giving project on
the MARKETING PLAN OF DVD PLAYER. I enjoyed immensely while preparing
this project. I have come to know about many things and learn a lot. I would
like to thank my parents for their financial support. I would also like to thank
my friends for their encouragement and support.

I am grateful to the library for providing me with necessary materials. I would

like acknowledge everyone who helps me without any hesitation.

I would like to thank the Lovely University and take the opportunity to do this
project as a part of the M.B.A.

MRS. REETA KUMARI has been an inspiration and role model for this topic.
Her guidance and active support has made it possible to complete the
assignment.

Last but not the least I would like to thank the Almighty for always helping
me.
MATRIX – DVD PLAYER
OSCAR LIMITED:
I , PUJA CHOPRA ,owner of OSCAR LIMITED, which produces electronic
appliances .My company was started with a capital of 2 crore on 26th
March,2000.The main product of my company is DVD players .My company
also produces other products like CDs, VCDs, TVs LCDs ,etc.
The name of my DVD PLAYER is MATRIX. I choose DVD PLAYER because
today these are regularly used by people of all age groups in all seasons and
the market is high throughout the year .The idea came into mind because
today is the modern world – the world of music .Today as the people of all
age groups are found of music and music has become the part and parcel of
human life. So to deal in music players is a profitable job. And the idea
worked. I succeeded in making my own DVD PAYERS a successfully marketed
product.

Product Definition
DVD (also known as "Digital Versatile Disc" or "Digital Video Disc") is a
popular optical disc storage media format. Its main uses are video and data
storage. Most DVDs are of the same dimensions as compact discs (CDs) but
store more than six times as much data.

Variations of the term DVD often describe the way data is stored on the
discs: DVD-ROM has data that can only be read and not written, DVD-R and
DVD+R can record data only once and then function as a DVD-ROM. DVD-
RW, DVD+RW and DVD-RAM can both record and erase data multiple times.
The wavelength used by standard DVD lasers is 650 nm, and thus the light
has a red color.

DVD-Video and DVD-Audio discs respectively refer to properly formatted and

structured video and audio content. Other types of DVDs, including those
with video content, may be referred to as DVD-Data discs. As next
generation high-definition optical formats also use a disc identical in some
aspects yet more advanced than a DVD, such as Blue-ray Disc, the original
DVD is occasionally given the heteronym SD DVD
Product Description
OSCAR offers performance enhancements and convenience features
throughout its entire DVD line, and the SD2805 DVD player exemplifies the
company's commitment to high-performance and high-value. Its 5-disc
carousel offers loading of multiple discs even while the unit is playing back a
disc. It also allows for complete Random Play from all loaded discs. Color
Stream component video outputs compatible with today's finest televisions
allow for delivery of stunningly colorful images. Parallel video output lets you
connect your Toshiba DVD player via Composite, S-Video, and/or Interlaced
Component video outputs and watch simultaneous images from each
connected TV. The bookmark feature allows 5 digital 'bookmarks' to save
favorite locations/scenes on discs loaded inside the player. The bookmark
feature provides quick access to those scenes the user wants to view again,
or demonstrate to friends. Coaxial and optical Toss Link digital audio output
sends the audio signal to an audio/video receiver in its digital form allowing
access to the Dolby Digital /DTS track encoded on the DVD disc. MP3 audio
compatibility expands the players' functionality to include playback of
custom music collections encoded via MP3 digital audio format onto CD-R or
CD-RW media. 3-D Virtual Surround Sound provides a simulated surround
sound effect from sources that contain only a stereo soundtrack.
Convenient when playing older DVD films or for use with home theaters not
equipped with Dolby Surround, Dolby Pro Logic, or Dolby Digital playback
systems. Picture Zoom interactive feature allows you to select an area of the
picture you want to zoom in on and magnify. Enhanced digital processing
during moving video or freeze-frame playback produces superior color
fidelity and resolution, even when you're zoomed in. Also can be used to
expand letter-box-only films to increase the viewable area on-screen.

Technical Details
 Multi-picture zoom magnifies any point in a given image, with enhanced
digital processing for superior freeze frame or zoom color fidelity and
resolution
 10-bit 27 MHz video DAC for reduced artifacts and unsurpassed image
quality
 Coaxial digital audio output passes digital-audio signal to outboard Dolby
Digital/DTS receiver
 3D virtual surround sound simulates surround from two speakers or
headphones
 MP3 audio playback and disc navigation

DVD

Media type Optical disc

Capacity ~4.7 GB (single-sided single-layer),

~8.50 GB,(single-sided double-layer)
~17 GB (double-sided double-layer - rare)

Read mechanism 650 nm laser, 10.5 Mitt/s (1×)

Write mechanism 10.5 Mitt/s (1×)

Usage Data storage, video, audio, games

EXECUTIVE SUMMARY:
Marketing plans are becoming more customers and competitors oriented,
better reasoned, and more realistic than in the past. They draw more inputs
from all the functions and are team developed. Planning is becoming a
continuous process to respond to rapidly changing market conditions.
When I will launch a product then I will look a suitable environment for that.
And I have to look in the market also because their so many competitors of
my product. Market and environmental analysis is very necessary for me, in
the time of developing a product.
A Marketing plan is a written document that summarizes what the marketers
have learned about the marketplace and indicates how the firm plans to
each its marketing objectives. It contains tactical guidelines for the
marketing programs and financial allocation over the planning period. It’s
one of the most important outputs of the marketing process.
The marketing plan should open with a brief summary for seniors of the main
goals and recommendation. First, we should focus on our goals and
recommendation. We should fix our goal, and make a proper summary for
that. Only then we can achieve our goal. For example: I have to launch a
DVD PLAYER, than my goal should be capturing the whole of the market.
 SITUATION -
ANALYSIS:
(MARKETETING – ENVIRONMENT)

MICRO AND MACRO ENVIRONMENT

Factor which always effect on every product while that is old or new:-

There are two kind of environment in the market which affects the new as
well as old product. That is:-

1 Macro Environment
2 Micro Environments

Macro Environment: - which is not controllable.(external)

 Demography Environment

 Economic Environment

 Culture Environment

 Natural Environment

 Political Environment

 Technological Environment

Micro Environment: - which is controllable (internal)

 Publics

 Supplier

 Company

 Costumer

 Competitors
A marketing manager must analyze customer needs and choose marketing
strategy variables within the framework of the marketing environment and
how it is changing.
A large number of forces shape the marketing environment. To help organize
your thinking, it’s useful to classify the various forces as falling into either
the

A company must decide where it’s going, or it may fall into the trap
expressed so well by the quotation: “Having lost sight of our objective, we
redoubled our efforts.” Company objectives should shape the direction and
operation of the whole business. It is difficult to set objectives that really
guide the present and future development of a company. The marketing
manager should be heard when the company is setting objectives. But
setting whole-company objectives within resource limits is ultimately the
responsibility of top management. In this sense, whole-company objectives
are usually outside the marketing manager’s “control.”It would be
convenient if a company could set one objective such as making a profit and
let that serve as the guide. Actually, however, setting objectives is much
more complicated, which helps explain why it’s often done poorly or not
done at all. The following three objectives provide a useful starting point for
setting a firm’s objectives. They should be sought together because in the
long run a failure in even one of the three areas can lead to total failure of
the business. A business should:

 Engage in specific activities that will perform a socially and

economically useful function.
 Develop an organization to carry on the business and implement its
strategies.
 Earn enough profit to survive.

The first objective says that the company should do something useful for
society. This isn’t just a “do-gooder” objective. Businesses can’t exist without
the approval of consumers. If a firm’s activities appear to be contrary to the
consumer “good. So,
1. Economic environment: - The economic conditions of the
country affect the sale of a product. The available purchasing power in an
economy depends on current income, prices, savings, and debt and credit
availability. We must pay careful attention to trends affecting purchasing
power, because they have a strong impact on business.
 If the per capita real income of the country is low then the people will
switch to other cheap products in the music. However the high class people
will switch to my product. That is why I have segmented the market on the
basis of income .I have made DVD for various income classes. Various prices
of the product are available.

2) Social-cultural environment: - Society shapes the beliefs, values

and norms largely define consumer taste and preferences. This environment
directly affects my company’s product through consumer’s taste. Tastes of
people differ some people like quality ,some, features, some durability and
others looks .

3) Technological environment: - Technology shapes the future of

any society. I must constantly watch changes in technology for keeping track
of competition and customer wants. It plays an important role in determining
the type and quality of goods and services to be produced and the type of
plant and equipment to be used. As consumers in world markets created
demand, new industrializing countries captured the opportunity. So I must
implement that type of technology, so that I can produce best quality
product at lower cost of production.

4) Political-legal environment: - The political environment has a

major effect on the way financial services industry carries out their business.
Parliament passes out legislation to these organizations who then apply it to
business in the financial sector which influence the way they go about their
business. The three main forces within the political environment are National
and Local government, the EU and different regulatory bodies. These
regulatory bodies approach to the supervision of those it regulates will be to
apply these principles, other rules, laws, government agencies and pressure
groups that influence and limit various organizations and individuals.
 MARKET – ANALYSIS:
MARKET SEGMENTATION AND TARGATING:
I have segmented the market on various basis like:
 AGE: I made the segmentation on the basis of age. As, today the
craze of music is widely increasing among youngsters so they will
be my main targets.
 INCOME: I have segmented the market on the basis of income so
that every class of society gets benefit from my product. High class
people would like to buy expensive and high quality product and for
middle class people quality hardly matters.

PORTERS FIVE FORCES ANALYSIS:

Porter's 5 forces analysis is a framework for the industry analysis
and business strategy development developed by Michael E. Porter of
Harvard Business School in 1979. It uses concepts developed in Industrial
Organization (IO) economics to derive 5 forces that determine the
competitive intensity and therefore attractiveness of a market.

1) The threats of substitute products: - the existence of

substitutes can be the threats .If I increase price of my product people will
shift to other substitute’s .Also if the competitors decrease the price of
substitutes it can also can affect the behavior of consumer, because the
consumer is rational.

 buyer propensity to substitute

 relative price performance of substitutes
 buyer switching costs
 perceived level of product differentiation
 2) The threat of entry of new competitors:-It is also possible
that new competitors may enter into the market because it is an ever
increasing market that will go for ever. Profitability market increases the
producers or competitors and competitor arise so profitability decreases.
 The existence of barriers to entry (patents, rights, etc.)
 economies of product differences

 brand equity

3) The intensity of competitive rivalry: - This is the major

determinant of the competitiveness of the industry. Sometimes rivals
compete aggressively and sometimes rivals compete in non-price
dimensions such as innovation, marketing, etc. I will try to bring new
innovations in my product to survive in the market.

 number of competitors
 rate of industry growth
 intermittent industry overcapacity
 exit barriers

4) The bargaining power of customers The bargaining power of

the customers does matter a lot. The ability of customers to put the firm
under pressure affects the customer's sensitivity to price changes.

 buyer concentration to firm concentration ratio

 bargaining leverage, particularly in industries with high fixed costs
 buyer volume
 buyer switching costs relative to firm switching costs
 buyer information availability

5) The bargaining power of suppliers

Supply of raw materials, components, and services (such as expertise) to the
firm can be a source of power over the firm. Suppliers may refuse to work
with the firm, or e.g. charge excessively high prices for unique resources.

 supplier switching costs relative to firm switching costs

 degree of differentiation of inputs
  presence of substitute inputs

These factors are likely to affect my company and I will have to consider
and accept to their conditions.

Competitors
In 2006, a new format called Blue-ray Disc (BD), designed by Sony, Philips,
and Panasonic, was released as the successor to DVD. Another format, HD
DVD, competed unsuccessfully with this format in the format war of 2006 to
2008. A dual layer Blue-ray Disc can store 50 GB

However, unlike previous format changes (e.g. vinyl records to compact disc,
VHS videotape to DVD), there is no immediate indication that production of
the standard DVD will gradually wind down, as they still dominate with
around 97% of video sales and approximately one billion DVD player sales
worldwide Consumers. Initially were slow to adopt Blue-ray, partly due to the
cost. Currently, Blue-ray players are selling for as low as $198 USD, while
titles retail for as little as $9.86 USD (but are usually higher in price than SD
DVD releases). One also requires a high-definition TV and appropriate
connection cables to take advantage of Blue-ray disc. Some analysts suggest
that the biggest obstacle to replacing DVD is due to its installed base; a large
majority of consumers are satisfied with DVDs. The DVD had succeeded
because it offered a compelling alternative to VHS. In addition, -ray players
are designed to be backwards compatible, allowing older DVDs to be played
since the media are physically identical; this differed from the change from
vinyl to CD and from tape to DVD, which involved a complete change in
physical medium.

This situation can be best compared to the changeover from 78 rpm shellac
recordings to 45 rpm and 33 1/3 rpm vinyl recordings; because the medium
used for the earlier format was virtually the same as the latter version (a disk
on a turntable, played using a needle), phonographs continued to be built to
play obsolete 78s for decades after the format was discontinued.
Manufacturers have announced standard DVD releases well into 2009, and
the format remains the preferred one for the release of older television
programs and films, with some programs such as Star Trek: The Original
Series requiring reediting and replacement of certain elements such as
special effects in order to be better received in high-definition viewing.

BENCHMARKING:-

Benchmarking is used to ascertain how well we are doing against the

competition. Are there areas that you can learn from the competition? Are
there ideas in markets outside our own that would be worth bringing into our
market to give us a competitive advantage? Our competitors can also be a
source for information about the general market. Their advertising and
marketing is telling us something about the messages and approaches that
they think are applicable to your market. If they have done their research,
we can learn from their approaches

CONSUMER –
ANALYSIS:
(Consumer behavior)

It is the study of how individuals, groups and organizations select, buy, use &
dispose of goods, services, ideas or experiences to satisfy their needs
and wants.

We study of consumer by following ways:

1. Demographics:-In this we divide consumer on the basis of variables

such as age, family size, gender, income, occupation, education, religion,
race, generation, nationality & social class. For example I have divided the
consumers on the basis of income, age, family size. For example on the basis
of age I will mainly target the youth.

2. Psychographics: - In this we assess consumers at mental level to

determine choices for buying the products. This process includes motivation,
perception, learning, beliefs & attitudes.

 Motivation: - It refers to way in which urges, drivers, desires,

aspiration, needs direct, control or explain the behavior of
human beings. Motivation has close relationship with
consumer behavior. So with the help of motivation we can
calculate the consumer feelings for the product. By the help
 of effective advertisements I will try to motivate the
customers to buy my product.
 Perception: - It is the process by which consumer selects,
organizes and interprets information inputs to create a
meaningful picture of the product. By the help of
advertisements and influential brand ambassadors we can
make the customers perceive good about our products.
 Learning: - It includes changes in our behavior arising from
experience. Most human behavior is learned, although much
learning is incidental. I will try to see how customers have
previously responded to the products and how they have
reacted to them after buying them once.

Nature of buying decision

Buying decision includes how the customer evaluates various alternatives to

buy the product. It includes various steps like:

1. Problem recognition: - In this the customers see where from the

need has risen or the product. Need can arise from various sources like
family friends. The need for my product i.e. cornflakes can arise when some
friend who is also using my product tells u about it or recommends it for your
children. Problem recognition is that result when there is a difference
between one's desired state and one's actual state. Consumers are
motivated to address this discrepancy and therefore they commence the
buying process.

Sources of problem recognition include:

 An item is out of stock

 Dissatisfaction with a current product or service
 Consumer needs and wants
 Related products/purchases
 Marketer-induced
 New products

The relevant internal psychological process that is associated with problem

recognition is motivation. A motive is a factor that compels action.

2) Information search: - Once the consumer has recognized a

problem, they search for information on products and services that can solve
that problem. Belch and Belch (2007) explain that consumers undertake both
an internal (memory) and an external search.

Sources of information include:

 Personal sources
 Commercial sources
 Public sources
 Personal experience

The relevant internal psychological process that is associated with

information search is perception. Perception is defined as 'the process by
which an individual receives, selects, organizes, and interprets information to
create a meaningful picture of the world

3. Generation of Alternatives
· Rarely an active search – not considered a significant decision – Typically 1 day
long
· Variety seeking buying behaviour
· Main sources of information include Word of Mouth, TV, Point of Sale and
Magazines
· Process of Perception

4. Information evaluation: - After the customers search the

information about the product they will evaluate various alternatives. At this
time the consumer compares the brands and products that are in their
evoked set. How can the marketing organization increase the likelihood that
their brand is part of the consumer's evoked (consideration) set? Consumers
evaluate alternatives in terms of the functional and psychological benefits
that they offer. The marketing organization needs to understand what
benefits consumers are seeking and therefore which attributes are most
important in terms of making a decision.

5. Purchase decision: - Once the alternatives have been evaluated,

the consumer is ready to make a purchase decision. Sometimes purchase
intention does not result in an actual purchase. The marketing organization
must facilitate the consumer to act on their purchase intention. The provision
of credit or payment terms may encourage purchase, or a sales promotion
such as the opportunity to receive a premium or enter a competition may
provide an incentive to buy now. The relevant internal psychological process
that is associated with purchase decision is integration.

6. Postpurchase evaluation: - I will have to check out whether the

customers go repurchase or not .After the purchase consumer might like to
rationalize the purchase decision. The consumer would go for post-purchases
action and uses of products. Post-purchase satisfaction is the function of
trade off between the expectation and the performance achieved.

INTERNAL BUSINESS –
ANALYSIS:
1) Financial position: - The financial position of my company is good. I
have enough funds to compete in market .My company has good financial
record. The assets of the company are greater than liabilities that show the
company is in good position. The company is earning increased amounts of
profit.

2) Skills: - In my company, educated and qualified staff or people are

there, who have best abilities and skills. Who have new ideas to compete in
market.

3) Time: - In my company there is flexibility in timings. Work occurs in

three shifts .This makes the employees feel comfortable at work.

4) People: - In my company people are divided into 3 management level.

Top level management, consists of managers who make strategies, take
decisions and implement them in company. Middle level management: there
are managers who follow the order of top level managers and control on
lower level management. In lower level management: there are supervisors
and labor.
 Objectives:

1) Financial objective:
 To make the best financial plan.
 Earn net profit nearly Rs. 1 crore lakh per year.
 Every year reduce losses nearly 10%.
 Make reserve & surplus nearly 5% per year.

2. Marketing objective:
Introduce a product that all sections of people like and get benefit from it.

 Capture as many customers as I can get from all

sections of society. ``
 My objectives will be that the customers are satisfied by
my product and they become loyal to my product.
 My objective will be to increase the sales of the
company and for that I will adopt various strategies like
good promotion like advertisements, newspapers,
hoardings, brochures, etc.

3. Long term objective:

To make a strong position in the market for long term.

 Provide best possible services to the people.

 To introduce new and modern stylish products in market.
 To forecast the coming challenges of competition in market.
 SWOT – ANALYSIS:
 Internal strengths:- The main strength of my product is that it is
highly stylish with good quality and strong body. The main strength of
my company is quality & new innovations in products. The main
feature of my product is that it is available in different shades and it is
manufactured in such a way that it is pure in quality and is easily
available at reasonable rates. The strength of my company is that
there are a large number of ranges that suits every person’s taste.

 Internal weakness:-The Company’s weakness is that the

electronics industry is becoming more stagnant and there has been a
little room for growth. The main weakness of my product is that it
suffers from the new innovative features which are rapidly changing
and it’s not easy to implement all.

 EXTERNAL OPPORTUNITIES:- The main opportunities to my

company is that the my competitors price is very high and people in
India rarely buy that .So I have introduced the different prices for
different classes of people. This is the main competitive advantage of
my product over other companies.

 External threats:-The main threat to my company is SAMSUNG

that is the main competitor in INDIA. But in this regard I have adopted
 certain strategies like I launch products that are more affordable and
compatible so that people like my product. The threats are also from
other products that can be used as substitutes.

Marketing Research
Steps:
Once your problem is better defined, you can move onto developing
marketing research approach, which will generally be around a defined set of
objectives.

Clear objectives developed will lend themselves to better marketing research

approach development. Developing your approach should consist of honestly
assessing you and your team’s market research skills, establishing a budget,
understanding your environment and its influencing factors, developing an
analysis model, and formulating hypotheses.

Overall Theory of the Marketing Research

Approach

 What is your overall theory and hypothesis?

 What do you intend to prove or disprove?
 What actions are your company willing to take based upon survey
results?
 What are the internal/external roadblocks that will need to be
overcome to drive results?
 Marketing Research Design:
I designed the market research in a very effective manner. One thousand
consumers were asked a series of questions about the DVD and were shown
some initial designs. In particular, the researchers wanted information about
the impact of the designs on the shelf, the ease of recognition and the clarity
of the brand name and product. The results of the market research
confirmed that one design led the field. It highlights the ‘M’ logo, the big
advantage of using the 'N' logo was that it was a protectable brand image.
Other competitors would not be able to imitate it. Having decided on the new
corporate brand icon, the designers had to incorporate it into the design of
the packaging for all 29 individual brands

.The latest computer technology was used to digitally generate the artwork
in a more modern style. For each product the image was designed to wrap
around the box and each side, including the bottom have also been given a
strong branded look. The only part of the old design to be kept was the
usage information, which had itself been re-designed in 1998 and had even
received recognition from the Plain English Campaign for the clarity of its
explanations. This had already proved to be very consumer friendly and a big
success so it was simply incorporated into the new design .It was essential
not to alienate consumers with radical new designs and it was important to
maintain the individuality of each brand. This is known as the brand equity
and means the value of a brand that has been built up over a number of
years. Although the changes in the corporate image were quite radical, the
designs of the individual brands retained enough elements to be instantly
recognizable. Based upon a well-defined approach, a framework for the
designing your marketing research design should be apparent.

Marketing research design is the most encompassing of all steps in the

marketing research process, requiring the greatest amount of thought, time
and expertise — and is the point at which those less experienced with
market research will obtain assistance from an internal market research
expert or perhaps partner with an external marketing research provider.

Marketing Research Data Collection

Marketing research data collection (often called survey fielding) is the point
at which the finalized questionnaire (survey instrument) is used in gathering
information among the chosen sample segments. There are a variety of data
collection methodologies to consider.
Market research data collection methods:

 Computer Assisted Telephone Interviewing (CATI)

 Internet survey
 Mail survey
 Mall intercepts
 Traditional telephone interviewing
 Internet panel
 Mail panel
 In-home panel

Survey Data Analysis

Any survey data analysis will depend on how the survey questionnaire was
constructed. Less complex survey data analysis can be handled with any of a
number of office suite tools, while more complex questionnaire data analysis
requires dedicated market research analysis programs.

Make the decision:

After collecting all information, after analyzing, the next and last step is
taking decision. This step is based on above information’s. The above
information was used to take necessary steps to make changes in the
product to cope with the changing tastes.

After the process, of collecting all the information about my product .On the
basis of this research result, I will take all the decisions of present as well as
future.

CONSIDER OTHER FACTORS INFLUENCING

1. COST:

 Your marketing strength.

 Access to low cost materials and effective production.
 The experience of your enterprise.
 The complexity of introduction problems such as lack of adherence to
industry standards, unavailability of materials, poor quality control,
 regulatory problems and the inability to explain the benefits of the
offering to the prospect.
 The effectiveness of the enterprise infrastructure in terms of
organization, recruiting capabilities, employee benefit programs,
customer support facilities and logistical capabilities.
 Distribution effectiveness as measured by history of relations, the
extent of channel utilization, financial stability, reputation, access to
prospects and familiarity with your offering.
 Technological efforts likely to be successful as measured by the
strength of the development organization.

2. Profit Potential or Financial Structure:

 Potential for competitive retaliation is based on the competitor’s resources,
commitment to the industry, cash position and predictability as well as the
status of the market.
 The enterprise's ability to construct entry barriers to competition such as the
creation of high switching costs, gaining substantial benefit from economies of
scale, exclusive access to or clogging of distribution channels and the ability to
clearly differentiate your offering from the competition.
 The intensity of competitive rivalry as measured by the size and number of
competitors, limitations on exiting the market, differentiation between offerings
and the rapidity of market growth.
 The ability of the enterprise to limit suppliers bargaining power.
 The enterprise's ability to sustain its market position is determined by the
potential for competitive imitation, resistance to inflation, ability to maintain
high prices, the potential for product obsolescence and the 'learning curve'
faced by the prospect.
 The availability of substitute solutions to the prospect's need.
 The prospect's bargaining power as measured by the ease of switching to an
alternative, the cost to look at alternatives, the cost of the offering, the
differentiation between your offering and the competition and the degree of the
prospect's need.
 Market potential for new products considering market growth, prospect's need
for your offering, the benefits of the offering, the number of barriers to
immediate use, the credibility of the offering and the impact on the customer's
daily operations.

 The freedom of the enterprise to make critical business decisions without undue
influence from distributors, suppliers, unions, investors and other outside
influences.
 New Product
Development
-Process:
When any product lunch in the market so every businessman adopts the following concept and I
will also adopt the following concept:-
 IDEA GENERATITION
 IDEA SCREENING
 CONCEPT OF DEVELOPMENT
 TESTING
 MARKETING STRATEGY
 BUSINESS ANALYSIS
 PRODUCT DEVELOPMENT
 TEST MARKETING
 COMMERSIALIZATION

IDEA GENERATION:
The first step of new product development process starts with the search for
ideas .New product development requires gathering ideas to be evaluated as
potential product options. For many companies idea generation is an
ongoing process with contributions from inside and outside the organization.
Many market research techniques are used to encourage ideas including:
running focus groups with consumers, channel members, and the company’s
sales force; encouraging customer comments etc. Customer needs and
wants are the logical place to start the search. Employees throughout the
company can be source of ideas for any product.

1. SCREENING:
In Step 2 the ideas generated in Step 1 are critically evaluated by company
personnel to isolate the most attractive options. Depending on the number
of ideas, screening may be done in rounds with the first round involving
company executives judging the feasibility of ideas while successive rounds
may utilize more advanced research techniques. Acceptable ideas move on
to the next step.
3. CONCEPT DEVELOPMENT AND TESTING:
With a few ideas in hand we will now attempts to obtain initial feedback from
customers, distributors and from my own employees. A product idea can be
turned in to several concepts. First question is who use the product. Further
its different varieties. Generally, focus groups are convinced where the ideas
are presented to a group, often in the form of concept board presentations
(i.e., storyboards) and not in actual working form. During focus groups with
customers I will see information that may include: likes and dislike of the
concept; level of interest in purchasing the product; frequency of purchase
and price this comes under concept testing.

4. BUSINESS ANALYSIS
Now in Step 4 the process becomes very dependent on market research as
efforts are made to analyze the viability of the product ideas. Much effort is
directed at both internal research, such as discussions with production and
purchasing personnel, and external marketing research, such as customer
and distributor surveys, secondary research, and competitor analysis. By
business analysis we come to know about estimating total sales, costs and
profit.

5. PRODUCT AND MARKETING MIX DEVELOPMENT

Ideas passing through business analysis are given serious consideration for
development. Companies direct their research and development teams to
construct an initial design or prototype of the idea. I will also begin to
construct a marketing plan for the product. Once the prototype is ready the
marketer seeks customer input. In addition to gaining customer feedback,
this step is used to gauge the feasibility of large-scale, cost effective
production for manufactured products. Mainly at this stage the company will
determine whether the product idea can be translated in to a technically
product

6. COMMERCIALIZATION:-
Marketing timing is critical. If a firm learns that a competitor is nearing the
end of its development work, it can choose: first entry (being first to market,
locking up key distributors and customers, and gaining reputational
leadership; however, if the product is not thoroughly debugged, it can
acquire a flawed image); parallel entry (launching at the same time as a rival
may gain both products more attention from the market); or late entry
(waiting until after a competitor has entered lets the competitor bear the
cost of educating the market and may reveal problems to avoid).

PRODUCT – STRATEGY:
It may be defined as a bundle of utilities consisting of various product
features and accompanying services. My marketing strategy with regard to
product will be to show the various features of the product:

 High quality.
 All basic an innovative features
 Longer shelf life.
 Stylish and modern looks
 Different shades and shapes

Product mix: -
It refers to all the products offered by a firm. It should be differentiated from
the product line, which refers to the group of products which are classified
together for reasons of similarities on any one of the several criteria such as
customer needs, market served, and channel used, or technology used in
manufacture.

In my company, the product mix refers to the various products offered

to the people like other CD and VCD players.
 Product life cycle:

The product life cycle goes through many phases, involves many
professional disciplines, and requires many skills, tools and processes.
Product life cycle (PLC) has to do with the life of a product in the market with
respect to business/commercial costs and sales measures; whereas product
lifecycle management (PLM) has more to do with managing descriptions and
properties of a product through its development and useful life, mainly from
a business/engineering point of view.

To say that a product has a life cycle is to assert four things:

 That products have a limited life,

 Product sales pass through distinct stages, each posing
different challenges, opportunities, and problems to the
seller,
 Profits rise and fall at different stages of product life cycle,
and
 Products require different marketing, financial,
manufacturing, purchasing, and human resource strategies
in each life cycle stage.
The different stages in a product life cycle of my product are:

1. Market introduction stage

 Cost was high
 Sales volume was low because people were not aware of the
product.
 No or little competition.
 Demand has to be created.
 Customers have to be prompted to try the product.
 Heavy expenditure on the advertisement to make the people aware
of the product.
 Profits are low in this stage.

I visualized the various markets which I could enter because I knew that I
could not enter all of them at once. I analyzed the profit potential of each
product market singly and in combination and decided on a market
expansion path. Then I moved the product into another market .I then
surprised the competition by developing a second product for another
market. I then took the second product to the first market and then launched
a third product for the first market. My game plan worked and I served the
market with two or three products.

2. Growth stage
 costs reduced due to economies of scale and
 Sales volume increases significantly.
 Profitability.
 Public awareness.
 Competition begins to increase with a few new players in
establishing market.
 Prices to maximize market share.

I improve product quality and added new product features and styling. I also
entered new market segments. I also increased distribution coverage and
entered new distribution channels. I also shifted from product awareness
advertising to product preference advertising. I also lowered the prices to
attract the new layers of price sensitive buyers.
3. Mature stage
Costs are very low as you are well established in market & no need for
publicity.

 sales volume peaks

 increase in competitive offerings
 prices tend to drop due to the proliferation of competing products
 brand differentiation, feature diversification, as each player seeks to
differentiate from competition with "how much product" is offered
 Industrial profits go down.

I will take various actions:

1) Converting non users.

2) Entering new market segments.

3) Winning competitors customers.

4) Use the product on in new ways.

5) Improve the product.

4. Saturation and decline stage

 Costs become counter-optimal
 Sales volume decline or stabilize
 Prices, profitability diminish
 Profit becomes more a challenge of production/distribution
efficiency than increased sales.

I increased the firm’s investment to dominate the market or strengthen the

competitive position and maintained the firm’s investment level until the
uncertainties about the industry.
 Product lifecycle management (PLM)
The process of managing the entire lifecycle of a product from its
conception, through design and manufacture, to service and disposal. PLM
integrates people, data, processes and business systems and provides a
product information backbone for companies and their extended enterprise.

Documented benefits include:

 Reduced time to market

 Improved product quality
 Reduced prototyping costs
 Savings through the re-use of original data
 A framework for product optimization
 Reduced waste
 Savings through the complete integration of engineering workflows

Product Lifecycle Management (PLM) is more to do with managing

descriptions and properties of a product through its development and useful
life, mainly from a business/engineering point of view; whereas Product life
cycle management (PLCM) is to do with the life of a product in the market
with respect to business/commercial costs and sales measures.

Product lifecycle management (PLM) is the title commonly applied to a set of

application software that enables the New Product Development (NPD)
business process.

Within PLM there are four primary areas;

1. Product and Portfolio Management(PPM)

2. Product Design
3. Manufacturing Process Management (MPM)
4. Product Data Management (PDM)
 Packaging, Branding
and Labelling:
Industry
The emphasis on packaging by manufacturers significantly increased during
the period.

Research shows that one can significantly differentiate the product on visual
appeal – color and shape of the packet, attract attention and package size
should be determined by consumer usage

Target Audience
A research and consulting firm says the three essentials for appealing to
teens and teens (who comprise a part of our target consumers) are: a
product should be new, different and just for them. Packaging can
communicate all three essentials.

The colors of the product, the logo design, the shape of the package can all
say ‘cool’.

There are practical aspects to package design for this market as well. Such
as the fact that teens have smaller hands so products should be scaled for
them to hold packages comfortably. They need products that they can take
with them. This age group is very savvy about products and not easily
forgiving.

Packaging
Requirements of good packaging:

 Functional - effectively contain and protect the contents

 Provide convenience during distribution, sale, opening, use, reuse, etc.
 Be environmentally responsible
 Be cost effective
 Appropriately designed for target market
  Eye-catching (particularly for retail/consumer sales)
 Communicate attributes and recommended use of the product and
package
 Compliant with retailers' requirements
 Promotes image of enterprise
 Distinguishable from competitors' products
 Meet legal requirements for product and packaging
 Point of difference in service and supply of product.
 For a perfect product, perfect color.

Forms of packaging:

 Specialty packaging — emphasizes the elegant character of the

product
 Packaging for double-use
 Combination packaging — two or more products packaged in the same
container
 Kaleidoscopic packaging — packaging changes continually to reflect a
series or particular theme
 Packaging for immediate consumption — to be thrown away after use
 Packaging for resale — packed, into appropriate quantities, for the
retailer or wholesaler

Branding
A brand is a name, term, design, symbol, or other feature that distinguishes
products and services from competitive offerings. A brand represents the
consumers' experience with an organization, product, or service.

A brand has also been defined as an identifiable entity that makes a specific
promise of value.

Branding means creating reference of certain products in consumers mind.

Co-branding involves marketing activity involving two or more products.

Brand Name:-

A brand is a collection of images and ideas representing an economic

producer; more specifically, it refers to the descriptive verbal attributes and
concrete symbols such as a name, logo, slogan, and design scheme that
convey the essence of a company, product or service."
Brand Name for my product is, OSCAR, product name is- MATRIX and the
logo is:

The tag line for my product is:

The product name must suggest something like my brand name suggests
music in every bit of life.

Brand Personality
SEX: Female
AGE: 20 years
NATIONALITY: Indian

ASH is a generation X girl. She knows what she wants and how to get there.
She’s the sweetheart of the gang, an Indian Julia Roberts. ASH is an icon for
today’s youth so definitely that will make positioning in the mind of the
customers strongly.

Brand Image

A symbolic construct created within the minds of people and consists of all
the information and expectations associated with a product or service. As far
as my product is concerned its image is very good in the minds of people.

Brand equity

The added value endowed on products and services. It may be reflected in

the way consumers think, feel and act with respect to the brand, as well as in
the prices, market share, and profitability the brand commands for the firm.
 B.C.G matrix for product portfolio analysis:

 Cash cows are units with high market share in a slow-growing industry.
These units typically generate cash in excess of the amount of cash
needed to maintain the business. They are regarded as staid and
boring, in a "mature" market, and every corporation would be thrilled
to own as many as possible. They are to be "milked" continuously with
as little investment as possible, since such investment would be
wasted in an industry with low growth.
 Dogs, or more charitably called pets, are units with low market share in
a mature, slow-growing industry. These units typically "break even",
generating barely enough cash to maintain the business's market
share. Though owning a break-even unit provides the social benefit of
providing jobs and possible synergies that assist other business units,
from an accounting point of view such a unit is worthless, not
generating cash for the company. They depress a profitable company's
return on assets ratio, used by many investors to judge how well a
company is being managed. Dogs, it is thought, should be sold off.
 Question marks (also known as problem child) are growing rapidly and
thus consume large amounts of cash, but because they have low
market shares they do not generate much cash. The result is large net
cash consumption. A question mark has the potential to gain market
share and become a star, and eventually a cash cow when the market
growth slows. If the question mark does not succeed in becoming the
market leader, then after perhaps years of cash consumption it will
degenerate into a dog when the market growth declines.
 Question marks must be analyzed carefully in order to determine
whether they are worth the investment required to grow market share.

 Stars are units with a high market share in a fast-growing industry. The
hope is that stars become the next cash cows. Sustaining the business
unit's market leadership may require extra cash, but this is worthwhile
if that's what it takes for the unit to remain a leader. When growth
slows, stars become cash cows if they have been able to maintain their
category leadership

 My company is in the STARS STAGE

Trademarks
Significance of a trademark:

 Distinguishes one company's goods from those of another

 Serves as advertisement for quality
 Protects both consumers and manufacturers
 Used in displays and advertising campaigns
 Used to market new products

PRICING – STRATEGY:
Pricing is one of the four Ps of the marketing mix. The other three aspects
are product, promotion, and place. It is also a key variable in microeconomic
price allocation theory. Price is the only revenue generating element
amongst the 4ps, the rest being cost centers. Pricing is the manual or
automatic process of applying prices to purchase and sales orders, based on
factors such as: a fixed amount, quantity break, promotion or sales
campaign, specific vendor quote, price prevailing on entry, shipment or
invoice date, combination of multiple orders or lines, and many others.

From the marketer’s point of view, an efficient price is a price that is very
close to the maximum that customers are prepared to pay. In economic
terms, it is a price that shifts most of the consumer surplus to the producer.
A good pricing strategy would be the one which could balance between the
price floor (the price below which the organization ends up in losses) and the
price ceiling (the price beyond which the organization experiences a no
demand situation).

Price is the one element of the marketing mix that produces revenue; the
other element product costs. Prices are perhaps the easiest element of the
marketing program to adjust; product features, channels, and even
communications take more time. A well- designed and marketed product can
command premium and reap big profits. Price places an important role in
purchasing a product. Some people can easily get their things at any price
but there is poverty in India, so poor people can only able to buy that
product which is at lower cost. So while to fix the price of my product, I will
fix that price for all the people. So that poor people can also purchase this
ketchup for their children.
Factors which are effect to the price of product:
 Cost of the product.
 Demand
 Competitors

Cost of the product: - cost always effect on the product. Every company wants more profit.
So firstly I have to set price money. That will give me profit. Then I will give some profit to
people also. I will give some special thing with my DVD player. It can be some types of CD,
DVD, and head – phones. They attract the youth and they will force their parents to buy that.

Demand: - I can analysis the demand of my so if the demand of my product is high then I will
increase my product level, I will give them more facilities, I will launch some extra shapes and
shades with new features.
Competitors: - The price is mostly affected by competitors. I will fix the price of my product
to see the prices of my competitors of that same product.

TO SETTING THE PRICE OF THE PRODUCT EVERY PRODUCERS HAVE TO PASS

THROUGH THIESE STAGES:-

1. SELECTING THE PRICING OBJECTIVES: - While to set the prices

objectives we will also see maximum current profit, maximum market
share, maximum market skimming, product quality leadership and some
of other objectives.

2. DETERMINING DEMAND: - While to determining the demand of my

DVD Player, I have to estimate demand curves. We will have to see the
price elasticity of demand also.

3. ESTIMATED COSTS: - In this third step I will estimate the cost of my

product because without judging the cost we cannot reach in the level of
loss or profit. First I will estimate the types of the cost and levels of
production, and then I will accumulate production. At last targeting the
cost.

4. SELECTING A PRICING METHOD: - The process to select the price we

have to follow some method that are:
 Markup pricing.
 Target-return pricing.
 Perceived-value pricing.
 Value pricing.
 Going-rate pricing.
 Action-type pricing.

5. SELECTING THE FINAL PRICE: After passing through these steps I will
at last fix the price of my product.
 LAUNCHING-
CAMPAIGN:
After pricing the product it’s time for launching a campaign in market so
that people should aware of the price and about that product also.
Retailers, wholesalers and other people were invited in the campaigns who
are interested in buying and selling the product produced by that very
company. Suppose we have now manufactured a new version of DVD
PLAYER with more comfort, attractive style and stylish look to attract the
youngsters. Now the wholesalers, retailers and other parties attending the
campaign will get aware of the innovative styles and will boost the sales for
the company. In the campaign we discuss about the innovations and the
features made in that very product

For launching new product in the market the campaigning is very important.
Most of the companies use tag lines to attract the customers to buy their
products. It helps in grabbing the attention of the customers towards their
product. "The challenge was not only to come up with a range that matched
competition in the market, but to come up with it in a cost-effective manner.
Since the focus of my OSCAR Company is to capture a larger share in mass
marketing. So our campaign must be aimed at the YOUNG GENERATION, and
has been shot in a distinctly urban environment. A survey and found that the
market share of companies rises by campaigning or making tag line so it is
beneficial for our company to made the tag line which tells about the
promising of the product. The campaigning is very essential for the product if
newly launch in the market because of boost sales or increasing brand
awareness about the product.
 Positioning:
The Surface Meanings
The definition of “positioning” is accepted and used by people widely.
However, if we do a sample survey of business managers and marketing
personnel, and some people who are working in the field of marketing
consulting services and the advertising industry for their understanding of
"positioning. It seems that even many professional people, just simply
accepted and memorized the term "positioning", and use it in some specific
situations! Few people truly consider "positioning" as a tool and how to put it
in to practice.

Different “positioning”
Positioning is to express the process. Any country, company, organization,
individual, product and service could use this method to “occupy” a position
in the minds of consumers.
Positioning of MATRIX DVD - PLAYER is being done very effectively in the
minds of customers. It is depth study of the target audience from the
perspective of the audience themselves in order to choose information to
distribute effectively and guarantee a way to provide consistent
communication. This will create a method which results in consumers
memorizing the company in a certain way. Using common language to
express these ideas we have given it the following term; the “what to say”
approach.
The principle of positioning created a new era. With this concept widely
known and accepted by the people, marketing experts also tried to connect
this principle with the existing marketing theory systems. Thus we have the
classic "S-T-P" steps, S stands for segmentation; T stands for targeting and P
stands for positioning which is something that occupies a certain place in the
minds of the consumers with its unique design in supplies. It is not just a
means of communication, but also holds meaning of “unique design in
supply." In other words, the meaning of "positioning" is how to design the
products, how to price them and what special services should be provided.
Obviously, providing uniqueness in supply has actually become the key work
of marketing! Therefore, "positioning" changed from a means of
communication to the core point of marketing. Marketing experts have
completely accepted the term "positioning", admitted the positive influence
of\adding "positioning" to Marketing Theories and have since enriched its
meaning. Frankly speaking, from the perspective of marketing experts,
"positioning" is not just matter of "what we should say"; it has become "what
we should sell". When marketing experts promote the, "S-T-P" method,
“strategic positioning", starts to become the focus of discussion.
 Promotion:
It consists of a collection of incentives tools, mostly short term, designed to
stimulate quicker or greater purchase of particular products or services by
consumer or the trade.

Objectives of promotion:

 To provide the information about availability, characteristics, main use

and alternative uses of particular products.
 It creates awareness and builds consumer interest in new products and
new technology.
 It differentiates the product from existing products.
 It highlights the utility of new products.
 These promotional activities may be used to build a favorable public
image.

Promotion mix:
It is used to refer to the combination of different kinds of promotional tools
used by a firm to advertise and sell its products. It includes personal selling,
advertising, public relation, publicity and sales promotion. Promotion is done
through various marketing communications which are the means by which
firms attempt to inform, persuade and remind consumers directly or
indirectly about the product and brands that they intend to sell in the
market.

The marketing communication mix consists of six major modes of

communication.

 Advertising: Any paid form of non personal presentation and promotion

of ideas, goods or services by an identified sponsor.
 Sales Promotion: A variety of short term incentives to encourage trial
or purchase of product or a service.
 Events and experiences: Company sponsored activities and
programme designed to create daily and special brand related
interactions.
  Public relations and publicity: A variety of programs designed to
promote or protect a company’s image or its individual product.
 Direct marketing: Use emails, telephone, fax or internet to
communicate directly with or solicit response or dialogue from specific
customers and prospects.
 Personal selling: Face to face interaction with one or more prospective
purchaser for the purpose of making the presentations, answering
questions and procuring orders.

ADVERTISEMENTS
 TELEVISION ADS - Television is the most powerful advertising medium
and reaches a broad spectrum of consumers. I will give the ads of my
DVD Player on different T.V channels
 PRINT ADS - I will give advertisement on two major print media -
magazines and newspaper. The advertisement on magazines and
newspaper will give the features of my DVD Player.
 RADIO ADS - Through radio ads the approach of my product will go to
the persons who are living in the rural areas and villages they have no
knowledge of these print ads.
 PUBLIC SPACES- Traditional T.V will be given on unconventional places
such as movies, airlines and lounges as well as classrooms, sports
arenas and hotel elevators and other public places. Billboards type
poster ads are showing up everywhere.
 PRODUCT PLACEMENT - I will promote it through product placement.
 INTERNET- for the promotion of my DVD PLAYER I have also made a
web site who will provide a totally information about “ABC”.

Sales promotion
It includes those marketing activities, other than personal selling,
advertising and publicity that stimulate consumer purchasing and dealer
effectiveness, such as displays, shows and expectations, demonstration and
various non-recurrent selling efforts not in the ordinary routine.

Requirement of sales promotion:

 By the help of the sales promotion the sales of the company will be
boosted.
 I will attract new customer by giving attractive gifts.
 Creating goodwill among the present as well as prospective customers.
 Creating good public image of the product and the firm.
Techniques of sales promotion:

 By distributing samples.
 Discount or price off: I give 10% discount on the 500 gm pack.
 Coupons discount: I also gave a discount of 10% to the customers.
 Public relation: I have healthy relations with each customer because of
my best services.
 Free offers: I also give free offers like I give free CDs, DVDs, and head
phones

Relationships are key to success in the business. As the business is on its

initial stage of expansion so we would surely look to advertise our brand on a
larger scale and for that the promotion concept is to be taken with utmost
due care. The above said marketing promotional tools will be considered and
a complete mix of all will be initiated with special efforts on advertisement
on television and newspapers and personal selling will remain our most
important means of promotion. Direct mail, in the form of personal letters
will also be used to communicate with potential clients and no doubt the
timely incentive offers will be provided to the customers.

PROMOTIONAL STRATEGIES
 Promotional strategies means;
 How to use the product?
 Where the product is available?
 The quality of product
 Features of the product

VARIOUS STRATEGIES OF PROMOTION

There are two broad strategies of promotion

1. Pull strategy
2. Push strategy
 Pull strategy-Directing promotions at target market in an effort to get
the customers to seek/buy the product from channel members.

 Push strategy- Directing promotions towards channel members in an

effort to get them promote the product to the target market.
 Communication Medium and Style
We will attempt to bring about the endorsee-type status in India through
promotional channels, which we will decide upon in consultation with a
branding agency. We are currently thinking along the lines of activities like
product placement, display shows on television or columns in print.

Pre launch PR will start a month prior to the launch. We will have articles and
press releases educating the consumers. We will also give them an
introduction to the services that we are offering.

We shall send direct mailers to our potential clients and regular consumers.

We will also have a launch party to officially launch the brand in Bombay.
Invitees will include a host of people from the fashion industry, the
entertainment industry as well as the press. The event itself will be covered
apart from fashion magazines in newspapers such as the Bombay Times.
This will help in associating the brand with the celebrities that come for the
launch.

Our advertising is going to be restricted to print and select hoardings. We will

advertise in all daily readable and business magazines

Point of Purchase
Our sales force is going to consist of freshly graduated smart young girls
keeping in mind our brand image. They will go through a rigorous training
program. They will be taught firstly how to communicate and interact with
others to convince them. We feel that this is one area where not enough
attention is paid.

As mentioned above we are going to have free testing for our clients and
give free home deliveries to them We will have a trained staff make house
calls and other direct marketing strategies. We will also have a team
specialized to deal with their enquiries, after sales services and to have
proper feedback. While we subscribe to the philosophy that ‘salespeople put
products on the shelves and advertising takes them off’, we lay strong
emphasis to an effectively trained sales force, as elaborated in the place
(distribution) mix.

By maintaining a top-notch sales force and placing our employees at point of

purchase venues, we also hope to –
1. Increase stock position – Persuasive sales representatives can influence
dealers to increase stock or devote more shelf space to the company’s
brand.

2. Enthusiasm building – Persuasive sales representatives build dealer

enthusiasm for a new product by dramatizing the planned advertising and
sales promotion back-up

So, during the launch period however, heavy advertising will be undertaken
to generate brand awareness and familiarity

DISTRIBUTION:
I will have distribution outlets in almost every big city of the country .I also
export my product to NEPAL, SRI LANKA, BANGLADESH AND BHUTAN. I will
follow the INTENSIVE DISTRIBUTION method in which manufacturers places
the goods and services in as many outlets as possible. For these products
the consumer requires a great deal of location convenience. Manufacturers
are constantly tempted to move from exclusive or selective distribution to
more intensive distribution to increase coverage and sales .This strategy
may help in the short term but often hurts long term performance.

Place Mix
1. Channels

 Manufacturer to consumer (most direct)

 Manufacturer to wholesaler to retailer to consumer (traditional)
 Manufacturer to agent to retailer to consumer (current)
 Manufacturer to agent to wholesaler to retailer to consumer
 Manufacturer to agent to consumer
 Manufacturer to dealer to consumer ( computers )

2. Manufacturers

Reasons for direct selling methods:

 Manufacturer wants to demonstrate goods.

 Wholesalers, retailers and agents not actively selling.
  Manufacturer unable to convince wholesalers or retailers to stock product.
 High profit margin added to goods by wholesalers and retailers.
 Middlemen unable to transport.
 It lets the consumer know how it works.

Reasons for indirect selling methods:

 Manufacturer does not have the financial resources to distribute goods.

 Distribution channels already established.
 Manufacturer has no knowledge of efficient (specific) distribution.
 Manufacturer wishes to use capital for further production.
 Too many consumers in a large area; difficult to reach.

 Manufacturer does not have a wide assortment of goods to enable efficient

marketing.
 Direct on-selling advantages.

3. Agents

 Commission agents - work for anyone who needs their services. They do not
acquire ownership of goods but receive ‘del credere’ commission.
 Selling agents - act on an extended contractual basis, selling all of the
products of the manufacturer. They have full authority regarding price and
terms of sale.
 Buying agents - buy goods on behalf of producers and retailers. They have
an expert knowledge of the purchasing function.
 Brokers - specialize in the sale of one specific product. They receive a
brokerage.
 Factory representatives - represent more than one manufacturer. They
operate within a specific area and sell related lines of goods but have limited
authority regarding price and sales terms.
 LOGISTICS AND
SUPPLY CHAIN:-
Logistics means setting a high standard for service delivery time and meet
this standard consistently. Our MATRIX DVD PLAYER will operate a
knowledgeable and friendly customer service department that can answer
questions, handle problems and resolve problems in a satisfactory and
timely manner. Supply chain is the new concept of logistics. It is a longer
channel stretching from raw materials to components to final products that
are carried to final buyers.

As the competitors in this field are many so the aim of my company i.e.
OSCAR is to have higher percentage of supply chain value. Our company
perspective is to identify superior suppliers and distributors. Before
launching a new product in the market it is very important to study logistics
of the competitor companies so that we can decide and find the most
efficient way to deliver value to the customers. Logistics helps to see that
what customers require and what competitors are offering. Now – a – days
customers are interested in on- time delivery, careful handling to
merchandise and supplier willingness to take back defective goods and
resupply them quickly. Every company is not providing these services to
their customer therefore, our company try to give them these services
output. OSCAR tries to deliver goods to customers more quickly or on time so
for that my company centralize its inventory in one place and use fast
transportation to fill orders. After sometime, when the demand increases for
our product, then we would open different warehouses at different places. At
this stage it will increase our cost that’s why we are centralizing our
inventories.
The important point in logistics and supply chain is Transportation as it will
affect product pricing, on time delivery performance which will affect
company’s reputation as well as customer satisfaction. Therefore, for exports
shipping transportation is the best due to its availability, capability and low
cost.

It is the policy of the company to strictly comply with all laws and regulations
relevant to our activities. We participate in discussions on food legislation
and regulations between international organizations, government
representatives, industry, the scientific world and consumer associations. We
also apply this policy to environment related matters.

In doing so, we cooperate with legislators through local industry associations

in order to promote laws and regulations in the field of environment which
are
reasonable, rational, realistic, applicable and enforceable. We oppose
unjustified bans and any other discriminatory measures.
We favor the harmonization of electronic appliances regulations in order to
remove existing trade barriers and to avoid the creation of new ones. This
applies also to environmental issues. We favor the exchange of information,
of experience and of knowledge between the various interested parties.

As the marketing channels of the company are already established I would

try to increase the penetration in the rural sector to the extreme remote
areas which are not touched till now. I would try to reduce the delivery time
of the products by choosing and increasing the strategic locations of
warehouses. I would also track the distribution path of the wholesaler
through marketing team and would establish a platform or team at a zonal
level for all the wholesalers and would try to take their feedback on the
market developments.

These kinds of congregations could also increase the brand loyalty

The goal of supply chain is to link the market place, the distribution network,
the manufacturing process and the procurement activity in such a way that
customers are serviced at higher levels and yet at a lower total cost.

I will create a logistics strategy defining the service levels at which our
logistics organization is at its most cost effective. Because supply chains are
constantly changing and evolving, we may develop a number of logistics
strategies for specific product lines, specific
To identify a five-step process to help swiftly get on that road to service
supply chain excellence:

 Understand your service supply chain.

 Determine how to measure your service supply chain.
 Develop the business case for improvement.
 Develop and execute service supply chain strategy.
 Sustain performance improvements.

IMPLEMENTATION:
(ACTION-PROGRAMME)
Before the implementation of above given marketing strategies some basic
information is to be taken into account as:
GOVERNMENT REGULATION
We must be aware of regulations that impact how price is set in the markets
in which their products are sold. These regulations are primarily government
enacted meaning that there may be legal ramifications if the rules are not
followed. Price regulations can come from any level of government and vary
widely in their requirements.

Finally, when selling beyond their home market, we must recognize that local
regulations may make pricing decisions different for each market. This is
particularly a concern when selling to international markets where failure to
consider regulations can lead to severe penalties. Consequently marketers
must have a clear understanding of regulations in each market they serve.
There are also additional legal concerns when it comes to price.

DVD consumer rights

DVDs that have commercial movies and television content recorded on them
are subject to copyright. The rise of file sharing and 'piracy', has prompted
many copyright owner to display notices on DVD packaging or displayed on
screen when the content is played that warn consumers of the illegality of
certain uses of the DVD.

Generally, retail buyers of commercial prerecorded DVDs are free to sell or

exchange their property. Arrangements for renting and lending differ more
by geography. In the US, the right to rent or lend out bought DVDs is
protected by the first-sale doctrine under the United States Copyright Act. In
Europe, rental and lending rights are more limited, under a 1992 European
Directive that gives copyright holders broader powers to restrict the
commercial renting and public lending of DVD copies of their work.

Then after considering all of the basic legal formalities, the implementation
of all the marketing strategies should be done.

. CONTROL AND
EVALUATION:
The last section includes control and evaluation of the plan. Controlling is the
main process in any business. We should have a proper control over our
team. Typically, as we know that our business is in the initial stage of
development and immense efforts are needed to get stable with the market
conditions. The goals and budget are spelled out for each month or quarter
so management can review each period’s results and take corrective action
as needed. A number of different internal and external measures must be
taken to assess progress and suggest possible modifications. The targets
should be set with short to medium term time duration so that the actual
performance can be regularly measured with respect to the planned one.
Some organizations include contingency plans outlining the steps
management would take in response to specific environmental
developments, such as price wars or strikes. The regular initiatives for the
customers like incentives schemes are to be formulated which also require
complete sound control function to be established.

Marketing control is a process of evaluating and improving performances in

each marketing activity. In this control process firstly we will measure the
results of our plan against the set standards or objectives. The next step will
be regarding taking proper action or evaluating the result. In this we will
evaluate the whole process of our plan. If we will found some mistakes or
errors in my plan then we will search reason behind it and try to cover up
those mistakes in future. And if my plan gives result according to my
expectation or my set objectives then I will try to make it more effective for
next time….
In control and evaluation we see that how much consumers are demanding
our product or are they satisfied with our DVD PLAYER or want any change in
it. It also tells us whether we are getting profit or loss in the market. If the
sales are not according to our expectation then we have to find the answer
of the question that why?

The evaluation of new materials and processes was often a principal activity
in the company. As practice became more standardized, principal attention
shifted to other matters, and new product evaluation became a routine
function to be initiated and undertaken along with other activities new
product evaluation offers the best opportunities for control and
standardization of the evaluation process.

It also offers the opportunity to apply budgeting and funding practices that
permit the measurement of productivity and benefits accruing from new
product evaluation. Through evaluation it also ensures the focalization of all
vendor activities to a single area, which reduces the number of unnecessary
calls by vendors to several divisions and offers the opportunity for improving
control over new-product evaluations.

Tests will be conducted which help in knowing the difference between

acceptance and rejection of the product accordingly we control its
production. These forms assist in providing orderly and concise information,
reducing misunderstandings, and avoiding delays resulting from the absence
of needed information and serving the consumers in the way they want. The
company also does evaluation through Well-designed experiments, careful
attention to performance observations, accurate record keeping, and
thorough reporting of the results which are the essential components of any
successful product evaluation system.

Evaluation of new products can provide documentation of benefits, point out

early failures, and call attention to adjustments that may be needed to
achieve intended objectives. To ensure that the evaluation process works, it
is essential that a comprehensive regiment of conducting routine
observations of service performance be established

FINANCIAL PROJECTIONS

Financial projections include for forecast, an expense forecast, and a break-

even analysis. On the revenue side, the projections show the forecasted
sales volume by month and project category. On the expense side, they
show the expected costs of marketing, broken down into finer categories.
Break-even analysis shows that how many units the firm must sell monthly
to offset its monthly fixed costs and average per-unit variable costs. In case
of tomato ketchup, we can know from that, how many quantity of ketchup
we should sell in a month.

CONCLUSION:-
To launch any new product in the market it is very important to make
marketing plan of that product. To know the current position of the
companies that is producing the same products and what consumers
demand from them. To maximize their profit and capturing more market
share proper analysis of each and every stage involved in marketing plan is
very important. If the company not making marketing plan before launching
any new product then there are maximum chances of getting loss.

A marketing plan may be part of an overall business plan. Solid marketing

strategy is the foundation of a well-written marketing plan. While a
marketing plan contains a list of actions, a marketing plan without a sound
strategic foundation is of little use. Behind the corporate objectives, which in
themselves offer the main context for the marketing plan, will lay the
'corporate mission'; which in turn provides the context for these corporate
objectives. At the last we can conclude that marketing plan is essential to
made before launching any new product in the market.

New marketing four Ps

 Personalization: Customization of products and services through the
use of the Internet. Early examples include spare parts on line, but this
concept is further extended with emerging social media and advanced
algorithms. Emerging technologies will continue to push this idea
forward.
 Participation: Allows the customer to participate in what the brand
should stand for; the product directions and even which ads to run.
This concept is laying the foundation for disruptive change through
democratization of information.
  Peer-to-Peer: This refers to customer networks and communities where
advocacy happens. The historical problem with marketing is that it is
“interruptive” in nature, trying to impose a brand on the customer.
This is most apparent in TV advertising. These “passive customer
bases” will ultimately be replaced by the “active customer
communities”. Brand engagement happens within those conversations.
P2P is now being referred to as social computing.
 Predictive modeling: This refers to algorithms that are being
successfully applied in marketing problems (both a regression as well
as a classification problem).

REFERENCES:
BOOKS:
 Management (Philip Kotler)
 Ethics Of Marketing (Rama Swami)
 Marketing Management (S.P.Bansal)

INTERNET:
 Source:businessplans.org/Market.html
 Source: www.businessplan.com
 Source: www.quickmba.com