Media strategy

Target audience
Demographics-
Age= all ages above 14, the product is easy to use which makes it apt for all age groups
Gender= Gender neutral
MHI= Rs. 30,000 and above, any person who can afford a SMARTPHONE can use our
product
Education=  SSC
Occupation= suitable for people in all fields
Socio cultural= Working class

VALS
Thinkers- Consumers who are motivated by ideas.
They are practical and mature. We expect them to understand the need for our product and
value it.

Thinkers are mature, satisfied, comfortable and people who value knowledge and
responsibility. They look for durability and functionality.

PERSONA 1
Name: Dev Patel
Age: 30
Gender: Male
City: Delhi
Education: Graduate
Profession: Businessman
Interest: Travelling, painting, cooking
Marital Status: Unmarried
Monthly Household Income: 1 lakh per month

PERSONA 2
Name: Anjali Singh
Age: 28
Gender: Female
City: Chennai
Education:
Profession: Primary school teacher
Interest: Travelling, Fashion
Marital Status: Married
Monthly Household Income: Rs. 40,000 per month

Target market
We are launching SolGer pan India but our main target states are- Maharashtra, Gujrat,
Rajasthan, Madhya Pradesh and southern states.
Media weight-
50% social media
20% website
25% newspaper and mag
5% airport

Our initial target is to reach 60% of the target market in the first 6 months.
We plan to reach our target audience at least 4 times a day through social media and
Google ads using SEO

Media mix

Website- www.SolGer.com and also put our product on www.cnet.com for feedbacks and
reach
Social Media- Instagram, Facebook, Google Ads
Airport Advertisements and selling booths (metropolitan cities)
Magazines- BusinessWeek, Golf Digest, Forbes
Newspaper- TOI, Economic times

Scheduling
The scheduling method which we are using is pulsing which basically a combination of
continuity and fighting method, which are used for non-seasonal and seasonal products
respectively.
We have divided our market on the basis of geography and our product will be seasonal in
northern India and non- seasonal in southern India. Therefore, we'll use pulsing method for
our product SolGer.

Sales Pattern
Our product uses solar energy so we have divided our market into two parts i.e., northern
and southern, one which receive sunlight occasionally and the other which receives sunlight
almost all time of the year so our product will have some seasonality in northern India and
will not be seasonal in southern India

Purchase Cycle
Many business professionals have high-end gadgets such as Blackberries, iPhone, iPads, and
various types of laptops. For them, purchasing SolGer would be a very low to medium
involvement purchase. It would be a fairly short cycle compared to other gadgets that they
might buy. Since it SolGer is extremely functional, this will also shorten the purchase cycle.
In the beginning, while people are still getting acquainted with the product, and learning
about SolGer, the purchase cycle and involvement might be on a more medium to high scale
of about one month maximum. At this point in time, people will still be trying to understand
how SolGer works, and whether it is a high-quality product. However, once our brand name
is out there, and there is a good level of brand recognition, both the purchase cycle and
involvement of the purchase will be extremely short; a week or two at maximum.

Product availability
SolGer is a non-seasonal product and hence it will be available throughout the year.
It will be available on our website, amazon, Flipkart.
It will also be distributed to mobile retail stores and will be available on airport selling
booths

Competitive activity
We do not have any direct competition in the market but SolGer has a few local competitors
without a proper marketing strategy.
Therefore, SolGer will rely on its own marketing strategy

Marketing task
Our launch will require heavy media weights initially. Later we will maintain level activity for
presence throughout the year for brand recognition

Budget constraints

Target group