CIA – 3

MARKETING MANAGEMENT, MBA 231

Yadu Krishna N S - 2027114

Paidi Ravikiran - 2027135
Latika Lunani – 2027141
Akshitha Reddy M – 2027158
Sudharshanaa B S - 2027159
Roshan Varma - 2027160

Submitted To: DR. KAVITA R GOWDA

Submitted On: 20th December, 2020
 CONTENTS

S.NO PARTICULRAS PG.NO

1 Introduction – Idea Generation 01
2 CSR Market Analysis and7Ps of marketing mix 01-04
3 Product Description and features 05-06
4 Segmentation, Targeting, Positioning (STP) 07-08
5 Place 08-09
6 Price 09-10
7 Promotion 10-11
8 People 11
9 Process 12
10 Physical evidence 13
11 Contingency plan 13-14
12 SWOT analysis 15
13 Conclusion 16
References 17
Contribution Table 18
 INTRODUCTION
IDEA GENERATION
The motive to safeguard the environment and also help the animals, initiated the group to think
towards the sustainability and safety of the environment. The one of the positive effects of this
coronavirus pandemic is, the human pollution has reduces, the continuous news on how the
rivers are cleaner and how the dolphins returned back to the paris rivers, from north to south
and east to west, through out the world has reduced pollution during this pandemic. Retaining
the same atmosphere was the first direction towards designing the product.

At the same time we could we witnessed from the pandemic the poor and street animals were
left with no safety and food, for the poor slowly NGO and various societies gave hands, but
the animals were left alone. 100s of posts regarding save animals were spread across all social
platforms.

A small initiative towards the protection of environment led to the idea generation of RM2.0

CSR MARKET ANALYSIS

“The greatest threat to our planet is the belief that someone else will save it.”
-Robert Swan
The aim of having a Sustainable Future has aroused the feeling of responsibility and concern
in the human minds. This is evident through various posts and blogs on social media platforms.
Every country has started initiatives in protecting the environment. Several institutions like
NGOs, Schools, universities, social clubs, etc… have started various activities like waste
management, pollution control, no plastic campaigns and so on. One Such initiative taken by
the Indian Government is The Swachh Bharat (The Clean India) mission that was started by
the Prime Minister Narendra Modi in 2014. This was one step towards the cleanliness. The first
step that an individual should take towards cleanliness is waste management. This step could
even control pollution, diseases and so on.

Most people throw the water bottles, plastics and other waste materials here and there
randomly. These waste particles enter in to the food chain of different animals and affect them
adversely. Not only animals, but also plants and other flora and fauna also get affected when
these waste particles enter in to the ecosystem. As these materials enter in to the ecosystem, it
finally affects the human beings. Basically, the result of our own actions.

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Now various initiatives have been taken for waste management like reuse, reduce and recycle,
then why throw here and there and make earth suffer? So, we feel this as the high time to
introduce our product RM 2.0.

In India, where the condition of human beings surviving on the streets is very horrifying, in the
same way, the condition of stray animals is also horrible. The plight of stray animals, especially
dogs and their problems to witness requires whole lot of courage.

MARKET RESEARCH:

It has been observed globally that over 100 million marine animals die because of the plastic
waste which goes from land. At least 270 various species have been greatly affected by plastic
pollution in the ocean. Up to 1,00,000 animals are killed because of the plastic bottles and bags
annually.

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The problem is not only in rural areas but also with the animals of urban areas. The streets are
literally filled with stray dogs who run and are in search of food at every corner of road. Many
dogs are the victims of Starvation, dehydration and Human cruelty. When you walk around the
streets of the city, there will be some dogs which will seem to be familiar with you who are
either sleeping on the pavements or trying to grab your attention by walking silently beside
you. But soon, on an unfortunate day you will notice that either the dog is missing or it's dead.

Stray animals also have the right to live happily and hence, we people must take the
responsibility by taking a small initiative to save them by not throwing garbage on streets,
instead must try to give food and water to them by using products like ours (RM 2.0).

IMPROVEMENT IN THE CONDITION IF THE PRODUCT IS INSTALLED

If the product RM. 2. Really gets installed in a proper way, the following improvements can be
observed in the lifestyle of the stray animals:

• ENCOURAGES RECYCLING AND FEED THE STRAY - The utmost priority of

the product is recycling and then the food will be dispensed out bottom in such a way
that animals can easily reach the food when they need. Additionally, a water dish is
attached so that people can pour water from that particular plastic bottle before
recycling it. Basically, these recycled bottles will help in covering the cost of the food.
• REDUCES POLLUTION - Just the way the organs of human beings’ effect because
of pollution in the air, water, similarly, animals also have to face number of problems
and diseases because of pollution and greenhouse gases. The product will help in
reducing the energy usage and consumption of raw materials and also decrease
pollution levels.

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 • CLEAN INDIA – If the environment is clean, it makes earth a better and happy place
to live for human beings as well animals. When there is dirt around, no one like it.
Hence, with the help of this initiative, people can throw their waste apart from water
bottles in the boxes (Green and Red) which are kept one either sides of the vending
machine.

BENEFITS TO THE COMPANY

CSR is not a luxury, but it is one of the important factors which would help in company’s
growth. The following are the points which describe the benefits which company can gain by
installing the product and taking initiative:

• The good will of the organisation will increase because people will get to know that the
company is trying to be responsible by taking good measures and initiatives to maintain
cleanly environment and most importantly, trying to save the flora and fauna.
• The employees of the organisation will feel proud of their firm and it will help them to
retain their competent people.
• The organisation will be able to maintain good relations with its stakeholders, and
improve alliance with their clients.
• RM 2.0 is a sustainable product which collects waste, especially plastic waste and can
withstand most of the kicks and drops. Eco-friendly products are long lasting and RM
2.0 will definitely useful for animals for long term which in turn will give good name
for the organisation also.

7Ps OF MARKETING MIX

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 PRODUCT – RM 2.0 (Recycling Machine)

THE PRODUCT DESCRIPTION

The structure of the product would be more like a vending machine and it would be made
completely of pure stainless steel and would contain a maximum of 20 litres of waste in each
compartment. The product would have three components one main body and two side
compartment dustbins. The main body would contain 3 compartments for collecting wastes
and one compartment for distributing the animal feeds to the customers. The three waste
collecting compartments would include bottle cap collector, bottle collector and the liquid
collector and the compartment for animal feeds would include cattle, cat and dog feeds (the
quantity of feed would vary from 10g -100g). The main body also contains a reader index
which tells the details of the quantity of wet and dry wastes and the number of bottles and bottle
caps present in the machine. The two side components would be one for the wet waste and the
other for the dry waste. The wet waste component will be of green colour and the dry waste
component would be of red colour. The one important aspect of the machine is that it can be
installed at every places easily be it a crowded place or a free place.

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SALIENT FEATURES

• The machine is user and eco-friendly and ensures safe and secure functioning.
• The machine has the capacity to crush 100 bottles per hour and keeps the bottle within
the machine without releasing it.
• Machine has alarm signal for its maximum capacity, each compartment separately.
• The machine also includes features like low noise and automatic operations for crushing
the bottles.
• Though the machine works automatically, it also has the manual on/off button for
safety.
• The machine also works on the solar-energy thus saving the energy consumption.
• There are sensors installed in the machine for calculating the amount of waste and the
number of bottles.
• The wastebins attached to the machine are easily replaceable pull-out bin.
• The motor capacity for crushing the bottles would be 1HP and the machine works on a
continuous cycle.

WHY RM 2.0?

Many people are aware of the growing need for more sustainable products throughout the world
to help protect the environment. The product is important because it is high time that we human
beings should take an action to save the mother earth because she is in the edge of a brinking
disaster. The product supports the scheme of recycling, which aims to protect the environment.
The product seems to pretty much appropriate for the situation as it could be easily used by the
government and other private institutions for the activities and initiatives, they take in. The
product can be useful to the society as it is being designed to help the stray animals which will
be mentioned later in the report.

HOW THE MACHINE WORKS?

As described earlier the machine could be installed at any place. It can be any private place or
a public place. The customers can be any individual who puts waste materials in to the machine.
The customer can segregate the wastes and then dump in to the machine at the right
components. There are separate segments for dumping water, dry and wet wastes. The
customer would get the nutritious pet foods based on the quantity of waste he dumps.

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STP (Segmentation Targeting and
Planning)
STP marketing is an acronym for Segmentation,
Targeting, and Positioning. It is a three-step model
which is useful to the business organizations to
examine the market for their products and services. Also, it ensures that the business firms
are able to communicate to their target customers.

SEGMENTATION:

Behavioural market segmentation is used for segmenting the market for the
product.

The market can be classified into the following three segments:

• MNCs
• NGOs
• Government

This classification is done by considering the main motive of the organizations. Behavioural
segmentation is done on the basis of benefits sought, user’s status, usage rate, readiness state,
and attitude towards the product.

• BENEFITS SOUGHT – CSR activities for MNCs and activities that are in terms of
protecting and developing the society and environment.
• USER STATUS – MNCs, NGOs and Government organizations are the
users/customers for our product, who are very much interested in being a part of
products or activities that are towards welfare of the society and environment.
• USAGE RATE – The product usage rate of the customer varies as per the
requirement. Mostly the product, is a onetime investment, customers may repeat but
that may not be very often.
• READINESS STATE – The state of preparedness or willingness in which an
individual customer maybe in regard to the purchase of the product. The stages here
are- awareness, knowledge, liking, preference and purchase.

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TARGETING:

MNCs, NGOs and Government organizations are the targeted segments as all
the three focus on infusing social responsibility in their channel of activities.
MNCs are in search of CSR activities, and so installation of this product will
be able to serve the purpose, NGOs in general work for the welfare and to
ensure the wellbeing of the society and environment NGOs that are working for taking care
of street animals and pets and Government organizations that are working for the protection
of environment and society.

POSITIONING:

Product positioning is done based on the characteristics of the product and its
use and application. The product will be positioned by highlighting the
characteristics of the product that is unique and useful.

The positioning of our product here can be done by establishing uniqueness, credibility and
importance of the product. These can be the areas on which the product can be positioned in
the B2B market. The product displays its uniqueness and importance as it is covers both
environment and societal well-being. It serves as machine to give food to the animals on the
street and at the same time will also help in gathering all the waste especially plastic waste at
one point.

PLACE

This segment of the 7ps of marketing covers the

• Trade channels
• Sales support
• Channel number
• Segmented channels.
• Coverage
• Transportation
• Location
• Logistics

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The trade channels are further classified into Retail, Wholesale, Mail order, Internet, Direct
sales, Peer to peer and Multi-channel. It must be made sure that the product is available in all
these trade channels in order to cover a large customer base. Channel numbers will be
properly maintained to ensure a smooth flow of the operations.

The product coverage will be all over India. Transportation and logistics will be maintained
in such a way that delay in delivering the product to the clients as well as bringing all the
required materials for the production of the product. Location will be decided based on the
analysis that will be conducted to understand the availability of various factors that are
essential to run the business organization.

PRICE

Price of a commodity is an integral part. Without analysing its return and profits,
the whole discovery of product may go vain. Any product must be cost effective
to all the manufacturer, seller and the consumer.

Below an approximated pricing strategy has been derived from the ideas of a vending
machine. The working procedure of RM 2.0 is similar to that of the vending and recycling
machine. After a thorough research and understanding the estimates of various heads of costs
is delivered below.

Derivation of the price of the product:

FIXED COSTS COST (all figures in rupees)

INVESTMENT 5,00,000
MACHINERY AND RAW MATERIALS 5,00,000-7,00,000 Approximately
COST
VARIABLE COSTS COST (all figures in rupees)
PROMOTIONAL EXPENSES 20000/MONTH
ELECTRICITY 35,000/MONTH
SALARY 30,000/MONTH
RENT 50,000/MONTH

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 DISTRIBUTION AND 20000/MONTH
TRANSPORTATION EXPENSES
PACKAGING COST 10000/MONTH
TAX EXPENSES (GST for all the expenses 1,00,000 Approximately
incurred):

PRICE PER MACHINE = 1,99,999/-

All the cost mentioned above is not true values they are estimations, could change based on
real-time social changes.

PROMOTION

Promoting the product is an important activity in order to boost up the sales.

Promotion of the product can be done by promoting it in executive events, trade
shows and conferences, company website, email and electronic, webinars,
sponsorships and associations, blogs, online display of the product through online
advertising. The promotional or marketing strategies that can be followed are

• WEBSITE:
A high performing website for the product display and this is very important for
making an impact in the minds of the people about the product.
• SOCIAL MEDIA PLATFORMS:
Social media platforms – you tube, Instagram, face book etc have become main stream
path for advertising the products. Digital marketing is gaining popularity and this is due
to the increased association of people with social media.
• SEO (Search Engine Optimization):
Target audience should be able to find our website for an effective advertising of the
product. Search Engine Optimization will help in ensuring this. It is an important part of
online marketing techniques that needs to be known. On-site SEO and Off-site SEO are
the two main components of SEO.
• REFERRAL MARKETING:
Referral marketing is a promoting strategy that utilizes suggestions and word of mouth
to grow a business' client base through the organization's current clients. In B2B business

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 marketing referral marketing plays a major in promoting and advertising the market. So,
this will be an effective way of promoting our product, that will in still a strong and long-
lasting impression in the minds of the audience
• CRM (Customer Relationship Management):
Customer Relationship Management system is an essential software that helps in
tracking and organizing the information related to their clients and opportunities. CRM will
be helpful in staying organized and connected even with the growth of the operations in the
organizations. It is a database that will store in an organized form all the important
information, that can be retrieved whenever needed.

PEOPLE

The people part of the marketing mix covers the aspects relating to individuals on
marketing activities, individuals on customer contact, recruitment, culture/image,
training and skills and remuneration, which will be taken care and maintained in
the best possible manner, as they play a very important role in the growth of the
product market. Also, the segment includes the following who form an integral part of
internal people aspect of the business organization:

• ENGINEERING STAFF:
Engineering staff will take part in the development of the product.
• SALES STAFF:
Sales staff are given the required adequate training regarding the sales of the product.
• MANAGEMENT /ADMINISTRATIVE STAFF:
They play a key role in taking care of proper functioning of all the departments within
the business organization.
• PR (Public Relations):
They play an important role in the B2B marketing segment, as they developing good
relations as well as maintaining them with the clients who are business organizations in
the case of B2B segment.

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PROCESS

The RM2.0 is mostly attracting business to business. The product focus is to attract
the lane of Multi-National companies, Non-Government Organisations, Government
under the theme of sustainability. As the product is an environment protector and is
also an eco-friendly product and the also helps in the survival of the needy animals. We care
for our own pets like members of the family, but the street animals are left with no home and
guardian, many NGOs has started taking initiatives to care for these innocent souls, it would
be a great initiative to help these helping hands.

The design of this machine is simple and at the same time cost efficient. It’s a merger of a
vending and a recycling machine. With the help of hydraulic pressure, the plastic bottles are
crushed and the inbuilt weighing process helps in determining the waste dumped by each
person. Based on this weight calculation, the pet feed eligibility is decided and rewarded to
the user. The feed as mentioned consists of three forms, they are dog feed, cat feed and cattle
feed. The additional feature is it can be customised as per the customer needs, additional type
of feed can be added to the machine.

Right usage of Information technology, the inbuilt alarm system, weighing machine, voice
help, and storage of all types of feed with right delivery of it. The packing process is also an
eco-friendly initiative, the food is packed in bagasse pouches, these dry pouches will protect
the food and will also add extra benefits to the taste and nutrients of the feed.

Additional features of this machine is that it has an in-built security system and will detect on
theft. It also will send messages to the owners on over filing of plastic bottles and refilling of
pet feed. All the waste is can be recycled. There are separate bins attached to deposit the wet
waste too, people needn’t go for different places to deposit different wastes, all waste
segregated at one place. The wet waste can be used in making fertilizers for plants, since the
waste is properly segregated the waste management system is made at ease.

On further part for Research and Development additional features can be added where even
other dry waste that can be inserted for gaining pet feed, as of now the machine is designed
only for water bottles up to a 5 litre can. Development can be made by running the machinery
on solar and renewable energy, and at the same time converting the product to a cost effective
one.

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PHYSICAL EVIDENCE

Physical evidence refers to all that elements which your clients see while
communicating with your business. This includes the physical setting in which
you supply the item or service. The configuration or interior design. Physical
proof refers to all that your clients see while communicating with your business.

Physical evidence can also refer to your staff and how they dress and act.

So, applying this concept to our product:

As our Product is a Business-to-Business product which is a Sustainable and Eco Friendly for
the Environment. This product can be highly purchased by NGO’s and many companies who
highly participated in CSR activities.

As our product is bio-degradable we can place our products near Parks, Roads, Railway
stations and in the streets where we can find crowded. Because here we can see public using
plastic bottles and throwing here and there so instead of throwing, they can put the bottle in
the machine and get some amount of food to feed the animals.

Our product weights around 1Ton and the bottom part of the product should be buried inside
the ground so, that the chances of theft will be less.

CONTENGENCY PLAN

There are many difficulties and risks that the product may face whilst
selling the product. If the established plans and procedures to sell and
target the product the plan under the contingency plans can be modified to
the relevant problems based on the situation. It’s very important to be prepared for all sought
of problems and challenges.

Possible situations that may arise are as follows:

❖ Materials cannot be purchased at the estimated cost, the products may not be able to sell
at a targeted price.

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 ➢ The company needs to look at cheaper alternatives and brands that are of lesser
quality but still safe and easy to obtain.
❖ Cost of maintenance, inventory and rent outweighs cost of goods sold.
➢ To counteract this, output will have to be at the same rates as of the sales. The amount
of machines in parks and roads that have less traffic can be moved where there is a
real requirement.
❖ Not more companies (consumer) interest in the market to sell more than the break-even
point.
➢ The product needs to research more on the needs and want, so can customize and
attempt to resell.
➢ To find new distribution channels and promote the product in new location with
different demographics.
❖ There might be an additional training provided to make the consumers understand the
working procedure of the product.
➢ This would increase the variable expenditure to the company. In order to fix this
problem voice notes in different languages can be installed to ease the process.
❖ The price of animal feed may raise.
➢ Alternative resources will be located, partnership with MSME companies would help
overcome this issue.
❖ Problems in collecting and recycling the plastic bottles.
➢ There are various start-ups emerging that have come up with innovative products,
partners with such companies can be made.

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 SWOT ANALYSIS

STRENGTHS WEAKNESS
• Saves the street pets • Space utilization
• Protects environment • Malfunctioning of the product
• Cost efficient cannot be rectified quickly.
• Easy to use
• Portable
• Storage and collection of waste in
one place
• Rightly used

OPPORTUNITY THREATS
• Pollution rate is increasing, one of • The product may not be easily
the best solution to tackle. saleable.
• Companies can invest in the • Ignorance of the product in the
product under the heads of CSR physical layout.
initiative.
• Growing pet NGOs - Good market
share.
• Feasible for all segments in the
market.

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 CONCLUSION

The product RM 2.0 will help the mother earth and the living beings to maintain cleanliness,
derive food on time for animals who roam on the streets wandering day and night for food.

Sustainable development and issues related to concerns for stray animals has not been well
addressed in action. Although some planning initiatives have been taken by many firms and
organisations but when it comes to implementation, not much progress has been made. There
seems to be lack of commitment and awareness among local agencies and communities
regarding to implementation of sustainable development initiatives. The product RM 2.0 will
help the mother earth and the living beings

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 REFERENCES

(n.d.). Retrieved from TIME: https://time.com/3024554/recycle-plastic-bottles-in-this-machine-and-

it-will-dispense-food-to-stray-dogs/

(n.d.). Retrieved from indiamart: https://pdf.indiamart.com/impdf/20205895248/MY-

431536/reverse-vending-machine.pdf

(n.d.). Retrieved from WORDSTREAM: https://www.wordstream.com/blog/ws/2019/05/06/referral-

marketing#:~:text=Referral%20marketing%20is%20a%20marketing,the%20word%20about%
20your%20brand.

(n.d.). Retrieved from Marketing teacher.com: http://www.marketingteacher.com/people-

marketing-
mix/#:~:text=People%20as%20part%20of%20the,of%20the%20person%20consuming%20it.

(n.d.). Retrieved from Hinge: https://hingemarketing.com/blog/story/10-essential-b2b-marketing-

strategies-to-grow-your-professional-services-fi

(n.d.). Retrieved from https://uplandsoftware.com/kapost/wp-

content/uploads/sites/37/2019/10/product-marketing-chart.png

(n.d.). Retrieved from https://www.smartinsights.com/wp-content/uploads/2013/12/7psmarketing-

mix-model-600x288.png

(n.d.). Retrieved from Linkedin: https://www.linkedin.com/pulse/b2b-product-positioning-three-

steps-powerful-strategy-gary-borislow/

(n.d.). Retrieved from Alexa Blog: https://blog.alexa.com/types-of-market-

segmentation/#:~:text=The%20four%20bases%20of%20market,Behavioral%20segmentation

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 TABLE OF CONTRIBUTION

S No. TOPIC MEMEBER

1 IDEA GENERATION SUDHARSHANAA

2 CSR MARKET ANALYIS LATIKA LUNANI

3 INTRODUCTION AND PRODUCT YADU KRISHNA

DESCRPTION
4 STP
PLACE AKSHITHA REDDY AND
PROMOTION RAVIKIRAN
PEOPLE
5 PRICE SUDHARSHANAA AND
ROSHAN VARMA
6 PROCESS SUDHARSHANAA AND
YADU KRISHNA
7 PHYSICAL EVIDENCE ROSHAN VARMA

8 CONTINGENCY PLAN SUDHARSHANAA

9 SWOT ANALYSIS SUDHARSHANAA AND

LATIKA LUNANI
10 PRODUCT DESIGN RAVIKIRAN

11 COMPILATION LATIKA LUNANI AND

AKSHITHA REDDY

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