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PREFACE

This project is undertaken to fulfil the project work component of theM.B.A programme in 1st Semester. My project guide from L.P.U is

Lect. SAPNA BHANDARI. This project reveals the activities

undertaken by a new firm in introducing a product (SACHAI AAP

TAK) into the market with special references to the activities like :-

Marketing Strategies,

Marketing Environment,

Communication channel.

4 Ps,

Segmenting

Targeting

Positioning,

Product Development,

Launching campaign market,

Branding, Labelling and Packaging,

Conclusion

L. Refences

Introduction

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The various elements that contribute to the production of magazines vary

wildly. Core elements such as publishing schedules, formats and target

audiences are seemingly infinitely variable. Typically, magazines which focus

primarily on current events, such as Newsweek or Entertainment Weekly,

are published weekly or biweekly. Magazines with a focus on specificinterests, such as Cat Fancy, may be published less frequently, such as

monthly, bimonthly or quarterly. A magazine will usually have a date on the

cover which often is later than the date it is actually published. Current

magazines are generally available at bookstores and newsstands, while

subscribers can receive them in the mail. Many magazines also offer a 'back

issue' service for previously published editions.

Most magazines produced on a

commercial scale are printed using a web offset process. The magazine is

printed in sections, typically of 16 pages, which may be black-and-white, be

in full colors, or use spot color. These sections are then bound, either by

stapling them within a soft cover in a process sometimes referred to as

'saddle-stitching', or by gluing them together to form a spine, a process

often called 'perfect-binding'.

Some magazines are also published on the

internet. Many magazines are available both on the internet and in hardcopy, usually in different versions, though some are only available in hard

copy or only via the internet: the latter are known as online magazines.

Most magazines are available in the whole of

the country in which they are published, although some are distributed only

in specific regions or cities. Others are available internationally, often in

different editions for each country or area of the world, varying to some

degree in editorial and advertising content but not entirely dissimilar.

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http://en.wikipedia.org/wiki/Newsweekhttp://en.wikipedia.org/wiki/Entertainment_Weeklyhttp://en.wikipedia.org/wiki/Cat_Fancy_(magazine)http://en.wikipedia.org/wiki/Periodical_cover_datehttp://en.wikipedia.org/wiki/Periodical_cover_datehttp://en.wikipedia.org/wiki/Mailhttp://en.wikipedia.org/wiki/Offset_printinghttp://en.wikipedia.org/wiki/Spot_colourhttp://en.wikipedia.org/wiki/Bookbindinghttp://en.wikipedia.org/wiki/Online_magazinehttp://en.wikipedia.org/wiki/Newsweekhttp://en.wikipedia.org/wiki/Entertainment_Weeklyhttp://en.wikipedia.org/wiki/Cat_Fancy_(magazine)http://en.wikipedia.org/wiki/Periodical_cover_datehttp://en.wikipedia.org/wiki/Periodical_cover_datehttp://en.wikipedia.org/wiki/Mailhttp://en.wikipedia.org/wiki/Offset_printinghttp://en.wikipedia.org/wiki/Spot_colourhttp://en.wikipedia.org/wiki/Bookbindinghttp://en.wikipedia.org/wiki/Online_magazine


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Marketing Strategies

Let me first define "Marketing". Majority of people understand "marketing"

as "the activity done for PUSHING the product down the customer

gullet." Such a definition would mainly include the Sales and

Advertisement strategies and in trying to create hype in the market

about the product. But according to me "Marketing" covers a lot more

aspects of a business. These would be.

At Pre Production stage:

Knowledge of your customer Knowledge of your competitors

"Targeting" the right customer segment

Selecting the right "Positioning" for your product

Post Production Stage:

Collecting Customer Feedback

Customer Relationship Management

Managing the Distribution Network

Managing Sales & Advertising

Even selecting the right "Pricing" is a part of marketing. So "Marketing"

covers activities starting from preproduction and continues to postproduction

activities.

Let me give you an example to explain- Imagine you are sent to Zambia

to manage the production and sales of a bicycle business. What are the

problems that you could possibly face there..?? Being an Indian you wouldfirst face language problem. The market characteristics of that country

would be totally alien to you. Imagine how difficult it would be to interact

with the workers and distributors. So what do you do..?? Simple, hire some

local management talent. Let them run the business while you give the

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orders. Well, the only problem is that if your orders are wrong then

everything below you is bound to go wrong.

It would take some time for them to

understand Indians and the vast Indian market. And while planningmagazine, they obviously did not understand the Indian market. This

document marks a major milestone in the development of a Strategic

Marketing Plan for the magazine productivity. The Plan looks at the current

market for office productivity suites, at the major players in the field, and

seeks to identify trends which will influence the market over the next five

years.

It looks at magazine organization's place within

the market now, and where it should aim to be by 2010.The analysis looks

at the strengths and weaknesses of the magazine suite and of the

Community, and how these should help influence the Community's response

to opportunities and threats in the marketplace. It also looks in detail at the

features of magazine and the benefits these deliver to customers. From this

analysis, the Plan identifies a number of target markets whose needs are

most closely matched by the benefits provided by SACHAI AAP TAK.

Finally, the Plan sets targets for penetration by magazine into these target

markets, and lists the main strategies which the Marketing Project will use toachieve these goals.

Marketing Environment

Marketing strategy takes a real understanding of what makes customer

stick. SACHAI AAP TAK developing a competitive advantage and a strategy

that offers customers superior value takes an understanding of the

capabilities of our own company and of competitors. It takes this thinking

further. As the Rubbermaid case shows, a marketing manager must analyze

customer needs and choose marketing strategy variables within the

framework of the marketing environment and how it is changing. A large

number of forces shape the marketing environment. To help organize your

thinking, its useful to classify the various forces as falling into either the

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(1) Direct market environment.(2) The external market environment.

The direct environment of any generic market

or product-market includes customers, the company, and competitors. The

external market environment is broader. The variables of the externalmarket environment fall into four major areas:

1. Economic environment.

2. Technological environment.

3. Political and legal environment.

4. Cultural and social environment.

In the short run, the marketing manager

doesnt control the variables of the marketing environment. Thats why its

sometimes useful to think of them as uncontrollable variables. On the other

hand, the marketing manager can and should carefully consider the

environmental variables when making decisions that can be controlled. For

example, a manager may not be able to do anything to offset the strengths

of a specific competitor, but the manager can select strategies that lead the

firm into product-markets where that firm does not compete, or where

competition in general is not as strong. Well see how they shape

opportunities limiting some possibilities and making others more attractive.

A company must decide where its going, or it may fall into the trap

expressed so well by the quotation: Having lost sight of our objective, we

redoubled our efforts. Company objectives should shape the direction and

operation of the whole business.

It is difficult to set objectives that really guide

the present and future development of a company. The marketing manager

should be heard when the company is setting objectives. But setting whole-

company objectives within resource limits is ultimately the responsibility of

top management. In this sense, whole-company objectives are usually

outside the marketing managers control. It would be convenient if a

company could set one objective such as making a profit and let that serve

as the guide.

Actually, however, setting objectives is much

more complicated, which helps explain why its often done poorly or not

done at all. The following three objectives provide a useful starting point for

setting a firms objectives. They should be sought together because in the

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long run a failure in even one of the three areas can lead to total failure of

the business. A business should:

1. Engage in specific activities that will perform a socially and economically

Useful function.2. Develop an organization to carry on the business and implement its

Strategies.

3. Earn enough profit to survive.

The first objective says that the company

should do something useful for society. This isnt just a do-gooder

objective. Businesses cant exist without the approval of consumers. If a

firms activities appear to be contrary to the consumer good.

Communication channel

ADVERTISING

Advertising is an important element of the marketing communications mix.

Put simply, advertising directs a message at large numbers of people with a

single communication. It is a mass medium.

Advertising has a number of benefits for the

advertiser. The advertiser has control over the message. The advert and its

message, to an extent, would be designed to the specifications of the

advertiser. So the advertiser can focus its message at a huge number of

potential consumers in a single hit, at a relatively low cost per head.

Advertising is quick relative to other elements of the marketing

communications mix (for example personal selling, where an entire sales

force would need to be briefed - or even recruited). Therefore an advertiser

has the opportunity to communicate with all (or many of) its target audiencesimultaneously.

Advertising Media

Outdoor (Posters or New Media - Mobile New Media Internet

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transport) devices- websites and

search engines

Newspapers (Local

and National)Television Magazines

Radio Cinema Others . . .

Planning for Advertisement

Advertising agencies and their clients plan for advertising. Any plan should

address the following stages:

Who is the potential TARGET AUDIENCE of the advert?

WHAT do I wish to communicate to this target audience?

Why this is messaging so IMPORTANT to them?

What is the BEST MEDIUM for this message to take (see some of the

possible media above)?

What would be the most appropriate TIMING?

What RESOURCES will the advertising campaign need?

How do we CONTROL our advertising and monitor success?

DIRECT MARKETING

Direct marketing is a channel free approach to distribution and/or marketing

communications. So a company may have a strategy of dealing with its

customers 'directly,' for example banks (such as City Bank) or computer

manufacturers (such as Dell). There are no channel intermediaries i.e.

distributors, retailers or wholesalers. Therefore - 'direct' in the sense that

the deal is done directly between the manufacturer and the customer.

As mentioned above, 'direct' also in the sense

that marketing communications are targeted at consumers by the

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manufacturers. For example, a brand that uses channels of distribution

would target marketing communications at wholesalers/distributors,

retailers, and consumers, or a blend of all three. Inserts in newspapers and

magazines.

Customer care lines.

Catalogues.

Coupons.

Door drops.

TV and radio adverts with free phone numbers or per-minute-charging.

SALES PROMOTION

Sales promotion is any initiative undertaken by an organization to promote

an increase in sales, usage or trial of a product or service (i.e. initiatives that

are not covered by the other elements of the marketing communications or

promotions mix). Sales promotions are varied. Often they are original and

creative, and hence a comprehensive list of all available techniques is

virtually impossible (since original sales promotions are launched daily!).

Here are some examples of popular sales promotions activities:

Buy-One-Get-One-Free (BOGOF)

Customer Relationship Management (CRM)

New media

Free gifts

Discounted prices

Joint promotions

Vouchers and coupons

Free samples

PERSONAL SELLING

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Personal selling occurs where an individual salesperson sells a product,

service or solution to a client. Salespeople match the benefits of their

offering to the specific needs of a client. Today, personal selling involves the

development of longstanding client relationships. There are exceptions of

course, but most personal selling takes place in this way. Personal sellinginvolves a selling process that is summarized in the following Five Stage

Personal Selling Process. The five stages are:

Prospecting.

Making first contact.

The sales call.

Objection handling.

Closing the sale.

PUBLIC RELATIONS

This refers to how you handle your relationships and the flow of information

with your various "publics" or the people who have a stake in or are affected

by your business. This includes the general public, consumers, shareholders,

employees, partners, competitors and the government.

PR becomes a more and more crucial element of the

marketing communication mix as a business or organization grows larger.

That being said, it is still a vital component of the marketing communication

process to think about for smaller businesses as well. PR tools include press

and media releases, lobbying, charitable and public events, advertorials,

financial reports, promotional collateral, facility tours, sponsorships,

interviews and any other method for the promotion of a positive image to

people.

4 Ps of magazine

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Product

Name- I launch my product by Name of SACHAI AAP TAK

Product variety- Is it new / different / unusual / designed to fill an

identified need. It is launched in more than nine languages to covermaximum region of country.

Product variety-SACHAI AAP TAK answers a problem customers may

have or fulfils a need that no-one else can because of its content and newsbased on real incidence, events etc.

Returns- It provides, or sells, the most important reason people buy from

you?

Price

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List price- The list price of the SACHAI AAP TAK is Rs20. It is lessexpensive, than the competitors? Some people will not buy the cheapest,

assuming that cheap means inferior.

Payment period- Its payment period varies from 1-3 years depending upon

the liking of the customer.

Discount- No any discount provided, but yearly calendar will provided in a

year that is in January. We will provide discount only those customers whoare accepting our yearly pack.

Promotion

Advertising- Advertising is done by using various methods like mediaadvertising, news paper advertising, hoardings, wall painting, etc.

Sales promotion- Sales promotion of SACHAI AAP TAK is done byoffering gifts and other items to attract customers.

Public relations- SACHAI AAP TAK is so far very good in maintaining

good relationship with its customers and telling them about new innovationin the existing product.

Place

Locations-SACHAI AAP TAK provides a service, or product, that peoplehave to have now - or at short notice. Retail counter are situated at main

locations of the cities.

Inventory- SACHAI AAP TAK has a level of stock which means they can

have it whenever they want it.

Coverage-SACHAI AAP TAK covers all local area very effectively. This is

the most important factor, and then takes action; make sure they can reachus on time.

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SEGMENTING

Segmentation is essentially the identification of subsets of buyers within a

market who share similar needs and who demonstrate similar buyer

behavior. The world is made up from billions of buyers with their own sets of

needs and behavior. Segmentation aims to match groups of purchasers with

the same set of needs and buyer behavior. Such a group is known as a

'segment'. Think of you r market as an orange, with a series of connected

but distinctive segments, each with their own profile.

Segmentation is a form of critical evaluation

rather than a prescribed process or system, and hence no two markets are

defined and segmented in the same way. However there are a number of

underpinning criteria that assist us with segmentation:

Is the segment viable? Can we make a profit from it?

Is the segment accessible? How easy is it for us to get into the

segment?

Is the segment measurable? Can we obtain realistic data to consider

its potential?

The are many ways that a segment can be considered. For example, the

auto market could be segmented by: driver age, engine size, model type,

cost, and so on. However the more general bases include:

Geography - such as where in the world was the product bought.

Psychographics - such as lifestyle or beliefs.

Socio-cultural factors - such as class.

Demography - such as age, sex, and so on.

A company will evaluate each segment based upon potential business

success. Opportunities will depend upon factors such as: the potential

growth of the segment the state of competitive rivalry within the segment

how much profit the segment will deliver how big the segment is how the

segment fits with the current direction of the company and its vision.

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targeting

Targeting is the second stage of the SEGMENT "Target" POSITION (STP)

process. After the market has been separated into its segments, the

marketer will select a segment or series of segments and 'target' it/them.

Resources and effort will be targeted at the

The first is the single segment with a single

product. In other word, the marketer targets a single product offering at a

single segment in a market with many segments. For example, British

Airway's Concorde is a high value product aimed specifically at business

people and tourists willing to pay more for speed.

Secondly the marketer could ignore the

differences in the segments, and choose to aim a single product at all

segments i.e. the whole market. This is typical in 'mass marketing' or

where differentiation is less important than cost. An example of this is the

approach taken by budget airlines such as Go/

Finally there is a multi-segment approach.

Here a marketer will target a variety of different segments with a series ofdifferentiated products. This is typical in the motor industry. Here there are

a variety of products such as diesel, four-wheel-drive, sports saloons, and

so on.

Positioning

The third and final part of the SEGMENT - TARGET - POSITION (STP)

process is 'positioning.' Positioning is undoubtedly one of the simplest and

most useful tools to marketers. After segmenting a market and then

targeting a consumer, you would proceed to position a product within that

market.

The marketer would draw out the map and decide upon a label

for each axis. They could be price (variable one) and quality (variable two),

or Comfort (variable one) and price (variable two). The individual products

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are then mapped out next to each other any gaps could be regarded as

possible areas for new products.

The term 'positioning' refers to the

consumer's perception of a product or service in relation to its competitors.

You need to ask yourself, what is the position of the product in themind of the consumer?

Trout and Ries suggest a six-step question framework for successful

positioning:

a. What position do you currently own?

b. What position do you want to own?

c. Whom you have to defeat to own the position you want.

d. Do you have the resources to do it?

e. Can you persist until you get there?

f. Are your tactics supporting the positioning objective you set?

Product Development

New product development we need specific skills and knowledge workers or

employee. Some large companies often establish a newproduct

development headed by a manager who has substantial authority and access

to top management. While I launch magazine, I will have to establish a newproduct department. During product development process we have to pass

through various stages. That is:

1. Idea Generation is often called the "fuzzy front end" of the NPD

process

Ideas for new products can be obtained from basic research

using a SWOT analysis (OPPORTUNITY ANALYSIS), Market and

consumer trends, company's R&D department, competitors,

focus groups, employees, salespeople, corporate spies, trade

shows, or Ethnographic discovery methods (searching for user

patterns and habits) may also be used to get an insight into new

product lines or product features.

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Idea Generation or Brainstorming of new product, service, or

store concepts - idea generation techniques can begin when you

have done your OPPORTUNITY ANALYSIS to support your ideas

in the Idea Screening Phase (shown in the next development

step).

2. Idea Screening

The object is to eliminate unsound concepts prior to devoting

resources to them.

The screeners must ask at least three questions:

Will the customer in the target market benefit from the

product? What is the size and growth forecasts of the market

segment/target market?

What is the current or expected competitive pressure for

the product idea?

What are the industry sales and market trends the product

idea is based on?

Is it technically feasible to manufacture the product?

Will the product be profitable when manufactured and

delivered to the customer at the target price?

3. Concept Development and Testing

Develop the marketing and engineering details

Who is the target market and who is the decision maker in

the purchasing process?

What product features must the product incorporate?

What benefits will the product provide?

How will consumers react to the product?

How will the product be produced most cost effectively?

Prove feasibility through virtual computer aided rendering,

and rapid prototyping

What will it cost to produce it?

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Testing the Concept by asking a sample of prospective

customers what they think of the idea. Usually via Choice

Modelling.

4. Business Analysis

Estimate likely selling price based upon competition and

customer feedback

Estimate sales volume based upon size of market and such tools

as the Fourt-Woodlock equation

Estimate profitability and breakeven point

5. Beta Testing and Market Testing

Produce a physical prototype or mock-up

Test the product (and its packaging) in typical usage situations

Conduct focus group customer interviews or introduce at trade

show

Make adjustments where necessary

Produce an initial run of the product and sell it in a test market

area to determine customer acceptance

6. Technical Implementation

New program initiation

Resource estimation

Requirement publication

Engineering operations planning

Department scheduling

Supplier collaboration Logistics plan

Resource plan publication

Program review and monitoring

Contingencies - what-if planning

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7. Commercialization (often considered post-NPD)

Launch the product

Produce and place advertisements and other promotions

Fill the distribution pipeline with product

Launching campaign market

After this, I will launch my product in the market, as we know that my

product is MAGAZINE that is only for business purpose and I have targeted

the YOUNG GENERATION and OFFICE GOING PEOPLE. So the main benefit of

this MAGAZINE SACHAI AAP TAK will be enjoyed by all PEOPLE and I will

launch it in the whole of India and that is because the population of India is

huge in numbers and MAGAZINE is liked by most of these people. People like

to enjoy reading the magazine. Magazine has become extremely popular and

is extensively used for reading in the evening time.

Branding, Labelling and Packaging

Packaging

Requirements of good packaging:

Functional - effectively contain and protect the contents

Provide convenience during distribution, sale, opening, use, reuse, etc.

Be environmentally responsible

Be cost effective

Appropriately designed for target market Eye-catching (particularly for retail/consumer sales)

Communicate attributes and recommended use of the product and

package

Compliant with retailers' requirements

Promotes image of enterprise

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Distinguishable from competitors' products

Meet legal requirements for product and packaging

Point of difference in service and supply of product.

For a perfect product, perfect color.

Forms of packaging:

Specialty packaging emphasizes the elegant character of the

product

Packaging for double-use

Combination packaging two or more products packaged in the same

container

Kaleidoscopic packaging packaging changes continually to reflect a

series or particular theme

Packaging for immediate consumption to be thrown away after use

Packaging for resale packed, into appropriate quantities, for the

retailer or wholesaler

Branding

Brand

A brand is a name, term, design, symbol, or other feature that distinguishes

products and services from competitive offerings. A brand represents the

consumers' experience with an organization, product, or service.

A brand has also been defined as an identifiable entity that makes a specific

promise of value.

Branding means creating reference of certain products in consumers mind.

Co-branding involves marketing activity involving two or more products.

Trademarks

Significance of a trademark:

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Distinguishes one company's goods from those of another

Serves as advertisement for quality

Protects both consumers and manufacturers

Used in displays and advertising campaigns

Conclusion

To launch any new product like magazine in the market it is very important

to make marketing plan of that product. To know the current position of the

companies that is producing the same products and what consumers

demand from them. To maximize their profit and capturing more marketshare proper analysis of each and every stage involved in marketing plan is

very important. If the company not making marketing plan before launching

any new product then there are maximum chances of getting loss.

A marketing plan may be part of an overall

business plan. Solid marketing strategy is the foundation of a well-written

marketing plan. While a marketing plan contains a list of actions, a

marketing plan without a sound strategic foundation is of little use. Behind

the corporate objectives, which in themselves offer the main context for the

marketing plan, will lay the 'corporate mission'; which in turn provides the

context for these corporate objectives. At the last we can conclude that

marketing plan is essential to made before launching any new product in the

market.

REFRENCES

Marketing Management- By kotler, koushy and Jha

www.wikipedia.org/wiki/Marketing_communications - 23k

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www.nationmaster.com/encyclopedia/Integrated-Marketing-Communications -

51k -

www.wikiscanner.nl/scan_nl_wikipedia_nl/zoek_organisatie/interface-

marketing-communications - 434k

www.semaphoresoftware.com/softwaresolution/offshore_software_product_dev

elopment.htm - 43k -

www.delivermagazine.com/topic/segmentation/ - 22k

www.pcmag.com/encyclopedia_term/0,2542,t=dynamic+segmentation&i=42196,00.asp

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Term Paper Mm