Executive Summary

We have prepared the report on the marketing plan of our new product. The
company that we have chosen is Mi (Xiaomi) for the eyewear industry. Our
product is a smart glass having features like GPS, Bluetooth Connectivity,
Sensors, etc. Our marketing plan is divided into three phases i.e. Phase 1, 2 & 3.
This report was prepared on the basis of both primary and secondary data.

Under Phase 1, we researched about the eyewear market specifically, looked

upon the Macro economic factors (PESTLE Analysis) like Demographic,
Economic, Natural, Influence of Porter’s five forces, Market situation in India
and Category Competitors.

In phase 2, our focus was on customer research for which we did a consumer
survey having different questions through which we identified the purchase
decision process. On the basis of the results, we segmented and targeted the
audience on different parameters like Behavioural, Psychographic,
Demographic and Geographic. We analysed the growth rate of our product and
the points of differentiation.

In phase 3, we have developed the communications strategy and positioning

from our understanding of phase 1 and 2. The customer value hierarchy, market
leaders positioning, Perceptual mapping and how much the company spends on
their marketing and selling expenditure.
 Marketing Management 1
Project Report: Mi (Xiaomi) - Eyewear
Industry

Submitted By – Group 2
024004 – Akshita Rallan
024017 – Dishant Patel
024043 – Sanchi Monga
024054 – Suvajit Laik
024031 – Pallavi Dureja
024064 – Varun Sharma

Submitted To- Prof. Sumit Kumar Maji

SHIV FRUIT MART is a leading FRUIT service provider in the outdoor
catering industry not only in Delhi/NCR but in the whole of Indian sub –
continent, providing high class Indian & Imported Fresh Fruit Stalls &
Exclusive Designer Fruit Concepts in weddings/ receptions/ conferences/
AGM’s/ anniversaries/ kitty parties etc.

We have kept pace with the changing market trends & adapted ourselves
to them continuously year on year, so as to provide the same level of service
quality that we are known for in this highly competitive outdoor catering
industry. A lot of competition has come up in the last couple of years,
however we remain committed to provide our guests/ clients with, not only
the very best quality of fresh fruits but services as well, to match the very
best in the world!

The company was s tarted by Krity Bhasin in the year 1995 and has a head
office in Delhi (Azadpur). Services that they offer includes Indian Fruits,
Imported Fruits, Exotic Fruit Counters, Fruits on Grill,Exclusive Fruit
Baskets and Designer Cut Fruit Concepts

http://www.shivfruitmart.com/