V Guard Big Idea Business Plan Contest 2019

Team Name: Storm Bringers

Team Members: Premal Shah Vedika Miglani Sparsh Jaiswal
Ph No: 8898772972 8437928454 8650881760
Email: p19premal@iimnag p19vedika@iimangp p19sparsh@iimna
pur.ac.in ur.ac.in gpur.ac.in
Institute/ B- Indian Institute of Management, Nagpur
School:
Institute Indian Institute of Management Nagpur
Address: VNIT Campus, S Ambazari Rd, Ambazari, Nagpur,
Maharashtra 440010
Number of 412 Date of 21-08-19
Words: Submission:

Signature of Team Leader

 e-Chai Pen
A tea whenever, wherever and however you want….!
1. Plan
To cater to the everyday needs of Indian people, we are planning a device which can
make tea on the go. This is a handy device which can make customised tea, the way
you want very quickly. We wanted to create a device which will largely impact Indian
market and help the demographics to make life easier and simpler.

Below are the components of the device:

a. Two cylindrical tube
b. Battery
c. Coil
d. One-way valve
e. Refill which will contain tea leave essence.
Th cylinder walls are heated using the electric coil. The cylinder is divided into
two parts. The lower half has battery and coils. At the centre will be a
compartment for tea leave essence. The water heated using electric coil in the
lower compartment is mixed tea leave essence and passes through centre using a
one-way valve. This middle compartment is detachable and will be replaced after
2-3 drinks (or depending on the flavour required).

Actual Model:

Technical Model:
2. Fit to Portfolio
This being a unique product will help increase market share in electronic goods
(kitchen appliances) and create market demand for a new product. With this we
will be following a blue ocean strategy.

3. A Brief of the Operational, Financial and the Marketing Plan

Financial Plan - We can introduce the product at Rs 799, with an initial
promotional offer of Rs 499. COGS for the product will be approximately Rs 200.

Marketing Plan – Being a first of its kind, we can leverage the customer base to
increase profits. India being a major tea market, the potential of the product is
huge.

Target customers will be urban India. With ever increasing customer base and
increasing demand for tea, this product if marketed properly will fetch huge
profits.
We will follow an extensive digital marketing program and sell the product on e-
commerce websites. This will help creating a strong presence of V-Guard on
online media also.

4. How to gain Competitive Advantage with regard to the industry/ service

proposed
This being a first of its kind product in market, there would be no competition in
this product. Our current emphasis will be to provide better quality product in the
least cost.

5. Key Strategies for Executing the Plan

To market the product, we are following Blue Ocean Strategy and the next part of
the plan is to infiltrate the coffee market as well.