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,NOIDA
Shresth Garg
“To Provide customized and Quality products to all our Clients and cater to
their needs by taking into consideration the best ways to reduce pollution and
safeguarding our environment.
The location which we will target is States of Norhern India and since there has
been a plastic ban all over the India, we “BAGO Bags” will provide an
alternative of paper as well as Cloth bags
Objective –
DESCRIPTION OF PRODUCT
1. Paper Bag
General Newspaper bags Customized Craft Paper Bags
Cloth bag will be done initially with the help of used cloth from
households and for premium orders high quality raw material will be
purchased as per the demandThe differentiating feature which BAGO
Bag is providing to its customers is we are providing them with
the advertisement on the bags or their business name.
All general size bags can be with custom designs or names as per the
choice of the clients. The clients will also have an advance custom option
wherein they can choose the quality, size, thickness, shape, texture,
handle and the design of the bags.
The advance custom option will be depend on the order size placed by the
clients, where in each batch will have a different option for Print,
graphics and material.
To increase the strength of the bags PAPER MACHE will be used.
Paper for customized bags will be procured from local suppliers.
PROBLEM SOLVING
1. Less Pollution Since the raw material used for making this product is
paper and cloth and there is no wastage and is easy disposable as it is
biodegradable , whereas in the production of plastic bags which causes
land pollution when it is thrown after use , air pollution when it is
produced in factory.
2. Re-use One of the main problem of plastic bag is of Re- usability ,
which often people don’t prefer to do with plastic bags as it most of the
times could not handle the weight of grocery. Whereas BAGO bag cloth
bag will ensure that it handle the weight of grocery.
3. Alternate medium of advertising It’s a alternate medium of advertising
and cheap source to spread the word for both the client as well for BAGO
Bag comparatively to other source of advertising.
MARKET COMPARISON
Competition
1. Small scale players producing small paper bags, they are not established and not
organised. - House wife’s producing cloth bags. - Plastic bag dealers.
2. Point of Parity – Similarity between the other plastic bags and PAC bags are its
use , the core purpose of bags is to carry the materials and is convenient while
shopping.
3. Point of Difference – The differentiation of our product is its Eco-friendly and can
be Reused and Re-cycled whereas in case of plastic being non biodegradable its
dangerous for enviroment. Other differentiation is that we provide a customized
product with added feature of client advertising , logo or symbol can be placed on
the cloth bag.
EMERGENCE OF OUR BUSINESS
IDEA
Pollution and importance of protecting the environment is one of the major concern
throughout the world. Environmental issues like global warming, soil pollution, air pollution
and water pollution is a great concern these days. Understanding the impact of these
environmental issues, most of the people these days are opting greener alternatives in their
daily life, to save their present as well as future. There is a wide range of reusable bags
options on the market. Reusable are heavier and more durable bags, constructed to have a
longer life. Often, they are made of more than one material to give the bag added strength and
durability and sometimes also to have a more appealing look. Each bag has an environment
impact. Consumers opt for the reusable bags, assuming that they are being environmental, but
the reusable bags are must be used repeatedly. On a life cycle basis, stronger, heavier bags,
no matter what material they are made from have a greater environmental impact. This is
because the heavier bags use more resources, and as a result, have a more significant
environment impact. Paper is also a good alternative for carting items from one place to
another, but it has also its issues towards the environment. Several trees need to be cut down
for the manufacturing of paper bags. The cut down of trees has a divesting impact on the
environment. The next disadvantage of paper bags is that they can’t be used for a prolonged
period of time. Cotton carry bags are the new initiative by the companies to make the
environment pollution free from the plastic bags. Using cotton carry bags is one of the major
steps towards the protection of the environment. Now a day’s plastic is banned in all over
India, so some companies took the initiative by making the cotton carry bags. Cotton Carry
bags are not only looks beautiful but also vibrant while carrying. They are available in
different shapes and sizes in the market. Kids live to have colorful carry bags while girls like
to have designer bags. These bags are available in different shapes, sizes, outline and shades.
These bags can be modified on the basis of the customers need. Cotton shopping bags are
available by shape are available as special bags, shopping bags, clothing bags, wine bags etc.
The main advantage of these bags is that they are washable and long lasting and hence helps
in reducing waste to a greater extent. Cotton shopping bags are made of distinctive Oz/gem
according to requirements of clients/purchaser and generally utilized with company’s logo
printed on it for promotion. Cotton bag are not only look attractive and durable, but a safe
and reliable way to cart items from one place to another. For cotton or canvas bags have to
match the environment efficiency of the conventional plastic shopping bags, they have to be
reused hundreds of times. While cotton is a renewable material, cotton production is very
resource intensive and harden on the environment due to heavy use of water, energy, fertilizer
intensive and fertilizer and energy, harvest and press cotton.
Literature Survey
1. INDUSTRY ANALSYS
Due to legislation of ban on plastic bags in various states particularly
Northern India , a huge opportunity for a substitute has cropped up. Such
a substitute has to provide minimum features, which were provided by
plastic bags. For e.g. the substitute has to be strong enough to bear weight
of grocery, durable enough to be used multiple times, cheap enough to be
given almost free of cost by retailers, malls etc. A cloth and paper bag fit
well as substitute of plastic bag as it carries weight, stays long and cost a
little.
Currently there is a huge Scope for cloth and paper bags in Northern
India so much that supply comes nowhere near to market demand.
One of reasons for this huge demand-supply gap is lack of any big player
in manufacturing of cloth bags. There are fundamental reasons due to
which a large player cannot sustain in this business. Cloth Bag
manufacturing is meant only for tiny fragmented micro-enterprises.
Grocery bags do not carry any brand. This lack of branding makes local
tiny players eligible for manufacturing. The Indian Paper Industry
accounts for about 1.6% of the world’s production of paper (Rs. 25,000-
crore). Source: Business Line
In India, paperboard accounts for nearly 47.3% of the total market size,
followed by writing and printing paper (29.6%), newsprint (19.5%) and
specialty paper (3.6%) according to CRISILResearch.
3. CUSTOMER ANALSYS
We would offer our products to the commercial users i.e. B2B
a. Retail outlets like Bata, Westside, and Monginis etc.
b. Supermarkets and general stores. Pharmacies
4. . COMETITOR ANALSYS
1. Existing small local suppliers of paper bags and cloth bags artisans
2. existing plastic bag manufacturers etc.
3. NGOs who do the manufacturing of paper bags.
5. SWOT Analyses
a. STRENGHT
Eco friendly , re-usable and is can be easily disposed off.
Customized bag as per requirement of clients.
Promotion tool for both the BAGO bag as well as the client. –
Better and tough product compared to other small scale suppliers.
b. WEAKNESS –
Not well know , since BAGO Bag is a new company.
c. OPPORTUNITY –
Plastic ban has resulted in an opportunity for a substitute for customers, which is
a eco friendly product and would hold the weight of items.
Promotional tool for client , so this will increase BAGO Bag’s sales.
d. THREATS –
Potential entrants in the market with same products.
Existing small scale producers like small artisans or housewifes.
Existing Plastic bag producers.
MARKETING STRATEGY
INTRODUCTION
BAGO Bag will be giving customized bags based on need of the client like colour,
design and size, with the option o
f printing the clients name or wording which they demand to print on it. We will be
targeting all retail outlets like grocery stores, pharmacies, supermarkets and branded
outlets. We will position the product as complimentary service eco-friendly in nature
which will aid our client in the promoting their brand. We will use personal selling as
major marketing strategy where our sales team will contact the clients and explain the
product and service hence getting the orders.
PRODUCT STRATEGY
Product :-
Our products will include cloth and paper bags which can be used as carry
bags or carry out bags.
Features
Customizable -- the bags will be customized for the client as per their need
Eco-friendly---the bags will be made of environment friendly material.
Benefits
The clients will be able to promote themselves. They can give an
added service to their customer. The product i.e paper bag is much stronger
compared to other paper bags as have a strong base and less chance of paper
getting damage.
Differentiating Factor
The base of the paper bags will be much stronger compaired to other existing
products and we will producing in different size according to the need of
customers.
PRICING STRATEGY
We will go for Target Costing as we will be competing against the small scale
producers , which are not well established and we are going for large scale
production. Prices will vary according the size of the carry bag demanded by the
customers and according to the printing cost and all raw material .
DISTRIBUTION STRATEGY
Personnel Selling Sales team will deal with the delivery of the orders received and
follow up to check on reordering the stock from the clients. We choose personnel
selling as having a distribution network will not be a viable option for the company.
The advantage of Geographical location is it small and connecting to them personaly
is not much problem.
Advertising – In the initial stage we will be using print media like newspaper,
Bmagazine, posters, Web page and emails.
Personal selling – Sales team will be engaged in promoting the product and the
value we give and getting the orders.
Public relations – we intend to post write-up of the company, the ideology and
advantages to clients and society.
Direct Marketing- this component will comprise of interactive consumer
websites, catalog distribution and promotional letters .
SALES STRATEGY
Personnel Selling –
we are going for personnel selling as Goa state being small as well as it’s a
new start up. Personnel selling will be looked upon by Internal Sales people.
SALES FORECASTS
B. Worst case
1. The cloth required will be taken from the store based on the request of the client of
texture color and graphic. This material will be prior printed if required. This process
will also get the required old cloth that will be used in the product.
2. CUTTING
here the fabric is arranged in layers & cut according to the product pattern and size
demanded by the customers. Cut fabric is marked according to product coding &
handed over to the next department. 3 employees will be required here.
2. Paper sheering
In this process paper is arranged in layers & cut according to the product pattern and size
demanded by the customers. Sheered paper pieces is marked according to product coding &
handed over to the next department. 2 employees will be required here.
The production unit will be located in Thivim industrial estate because of the
proximity to the railway station. According to the rules the land will be taken on 30
year lease and then extended to 95 years. The total area that we will be required 500
mt2. For this we have to deposit Rs. 5000 which will be refunded if we stop the unit.
The lease amount has to be paid in 7 installments. The building will be 3 storeys
where the ground floor will be used as a storage area. The first floor the machinery
will be setup and production will be held. On the third floor is where the
administration department will be functioning. The production area will be split into
two for the paper and cloth section. The construction will occupy 4/5 of the area
taken. The full construction will cost around Rs. 20, 00,000. The lease amount since
it’s a 3 flour building will cost us approximately 700 per sq. mt. the total amounts to
Rs. 350000. The roof will be slanting. The building will also have other rooms like for
the workers spate for men and women, toilets and place to store water. All this is
required to be kept at min area according to the rules of the Industrial estates.
We will be requiring power and water which will be provided to us by
INVENTORY
The major components of inventory will consist of finished goods and Raw
materials. There will be days targets so there won’t be WIP inventory.
The raw material of the paper bags are Paper roll and old newspapers, Gum and
Eyelets.
The raw material required for cloth bags are cloth, old cloth and thread.
Most of the production will be based on the request of the client. Hence there will be
no effect of the seasonal demand and out products are non-seasonal and non-
perishable.
The amount of inventory will be based on order size plus safety stock and minimum
order quantity of the supplier. The safety stock will be kept in order hedge against
price rise or a strike or natural calamity which can hamper the delivery of the raw
materials. Also the inventory will depend as the minimum order quantity of the
supplier if it is more than the order than there will be inventory.
The inventory of finished goods will be kept batch wise based on client’s orders.
After the order is complete it will be dispatched.
Lead time for supplier’s outstation suppliers is 10 days and in state suppliers is 3
days.
HUMAN RESOURCE PLANNING
PERSONNEL PLANNING
Total number of employees
General manager – 1
Production manager – 2
Purchase manager – 1
Production supervisor – 4
Purchase incharge – 1
Stores/inventory keeper – 1
Raw material/finished product collectors – 4
Packing incharge – 4
Raddiwalas – 6
Employees
a. Paper bags manufacturing – 11
b. Cloth Bag manufacturing – 9
Sales/Marketing Manager – 1
Team Leader – 2
Sales team – 6
Client services team – 6
Human Resource Manager – 1
Human Resource Executive – 1
Finance Manager – 1
Clerk – 2
Type of workers
We have a mixture of skilled, unskilled as well as professional employees that
help make our organisation a success.
The employees making the handbags are mostly skilled workers got from
various selfhelp groups.
The raddiwalas, packing incharge and the raw material collectors are mostly
unskilled labour who have the basic knowledge of reading and writing.
All the other workers are professionals that have the required skills and
qualifications that make them suitable for the job.
Recruitment process
Recruitment duties will be handled by the HR department who will keep track on
any available vacancies, promotions, and other needs.
The recruitment process will be different at every level of management.
The general manager will be chosen by the panel of directors through referrals,
head hunting, database of consultancies mainly based on the expertise,
understanding of the sector and business as well as ability to handle the business
in the most convenient manner. The HR department will have nothing to do with
that whatsoever.
The managers will be chosen by the General Manager with help from the HR
department.
The various mediums that will be used for recruiting managers will be referrals,
newspaper advertisement, online job search engines (naukri.com, monster.com,
etc…) and recruitment consultancies sending in candidates that fit the criteria of
selection.
At later stages the manager’s post can be filled internally through promotions of
the junior employees.
The other employees other than the SHG employees will be hired solely by the
HR department through walk in interviews, newspaper advertisements, job
search engines (naukri.com, monster.com, etc…), and recruitment consultancies.
The managers of every department will screen the employees and finally select.
The employees will be selected through interviews conducted by the HR
executive who will conduct the initial interview and filter out the suitable
candidates who will later be interviewed by the department manager and the HR
manager before the final selection.
At the set up stage the HR department will be outsourced to hire the first batch of
employees. They will also be responsible for forming a permanent HR
department for the company the will handle all the above duties later.
Training required
The employees will be provided all the required training to maintain
our quality levels and aid customer satisfaction.
Every employee from a particular department will be trained
according to the needs and demands of his job description.
The main mode of training will be on the job and simulation
training.
The employees that make the handbags will be trained to use the
machines without wear and tear as well as how to maintain the
machines.
The sales/marketing team and the client services team will be given
additional training in soft skills as they are the first point of contact
with our clients.
Every new employee that joins our company will be under training
for 1 month under the supervisor and the training team so as to
minimise any losses due to errors.
The supervisors will be trained to use the machines, clear any queries
as well as train any employee as and when need arises.
BOOKS
1. Aaker, D. A. & McLoughlin, D. (2010), Strategic Market Management:
Global Perspectives, UK: John Wiley & Sons
2. Dahlen, M., Lange, F. & Smith, T. (2010), Marketing Communications: A
Brand Narrative Approach, UK: John Wiley & Sons
3. Fifield, P. (1998), Marketing Strategy, UK: Butterworth-Heinemann
4. Lamb, C., Hair, J. & McDaniel, C. (2011), Essentials of Marketing 11th
Edition, USA: South-Western Cengage Learning
5. Kotler, P. & Keller, K. (2012), Marketing Management 14th Edition, USA:
Pearson Education
6. Beebe, S., Mottet, T., & Roach, K. (2003), Training and Development:
Enhancing Communication and Leadership Skills, Pearson
7. Bell, R. (2012), Coaching, Training & Developing The Retail Manager,
CreateSpace Independent Publisher
8. Bersin, J. (2008), The Training Measurement Book: Best Practices, Proven
Methodologies, and Practical Approaches (Essential Knowledge Resource), Jon
Wiley & Sons
WEBSITES
1. www.entrepreneur.com
2. ForEntrepreneurs.com
3. OneVest.com
4. Quora.com
5. Reddit: startups