MARKETING APPLICATION & PRACTICES
PROJECTMMS-I (SEM –II)
CHANAKYA BATCH2008-09
SUBMITTED TO:
Ms. SEEMA AGARWAL
MARKETING PLAN FOR CONSUMER DURABLE
GOODS
Group Members Roll No.IZHAR MUSHRIF C-15ANU PILLAI C-28ANANDITA SINGH C-34SAURABH SURYAWANSHI C-35AMIT JAIN C-44
MARKETING APPLICATION &
PRACTICES
CONSUMER DURABLE GOODS
• Manufactured products that have a relatively long life.
• Long purchasing cycle.
WHITE GOODS
White goods
Brown Goods
Consumer
electronics
MARKET GROWTH
• One of the fastest growing industries in India.
• Industry sales - US$ 4.5 billion in value, in 2006-07.
• More than 7 million units in volume terms.
MARKET SHARE OF SALES OF DIFFERENT CONSUMER DURABLE
GOODS IN INDIA
Projected Growth Rates
SAI durables
LOCATION-NEW D.N. NAGAR,ANDHERI (W)
CONSTRUCTOR – VAIDEHI
CONSTRUCTIONS
SOCIETY – SAGAR SAHWAS
COLONY
DIVISIONS AND
EMPLOYEE
STRENGTH
OWNER/PROPRIETOR
ENTERTAINMENT
ZONE
TECHNO
ZONEDOMESTIC
ZONE
MOBILE
ZONE
ACCESSORY
ZONE
RECEPTION
BILLING
2
WATCHME
N
2
SUPERV.
SSC PASS GRADUATE HSC PASS HSC PASS
3
SUPERV.
2
SUPERV.
1
SUPERV.
2
SUPERV.
HSC PASS
SKILLED, TRAINED,
GOOD COMMUNICATION SKILLS
Working hours 10:00 am – 10:00 pm
7 Days
Prime location.
Easy installment facilities.
Availability of leading brands.
Continuous technological upgradation.
Additional facilities.
Working Hours.
“Value for Money”.
KIDDIZ CORNER
New entrant.
Relatively high cost structure.
Competitors‘ better facilities.
Lesser bargaining from suppliers.
Less or no bargaining to customers.
Infrastructural growth.
Potential customers.
Man Power.
Well established competitors.
Economic slowdown.
PEST ANALYSIS
POLITICAL ENVIRONMENT
• Legislation such as the minimum wage or anti discrimination laws.
• Voluntary codes and practices.
• Market regulations.
• Trade agreements, tariffs or restrictions.
• Tax levies and tax breaks.
Contd......• Parking space –problem with M.P. – Ms. Priya Dutt
• Elections – 2009.
Government Policies -
• Tax policies
• Customs Duty -
• VALUE ADDED TAX
• Municipalities levy tax on real estate
• Octroi
ECONOMICAL ENVIRONMENT
India second fastest growing economy in the world.
• Liberal, open economy.
• 7 % Economic future Growth.
• Market conditions.
• Decline in foreign exchange
reserves, both IT and real estate.
• High disposable income
SOCIAL ENVIRONMENT Family, friends, colleagues, neighbours,
media & their attitudes, interests and opinions.
Younger population growing fast
• Shopping: as a recreation• Cultural habits changing
–Acquiring Western look
–Changing attitudes
–Increasing awareness and spending on grooming and lifestyle
• Competitive salaries.• Middle class dwelling revamped.• Modern conveniences natural and normal.
–Hectic lifestyles and increasing disposable incomes leading to increasing convenience sought.
• Convenience factors (working women, time-saving products).
• Higher end products increasingly becoming status symbols.
Contd…..
TECHNOLOGICAL ENVIRONMENT
Internet and other information exchange systems including telephone.
CCTV Cameras. Software. Quality products with
superior technology. Technology up gradation.
Contd………….
• Going for higher end products.
• Spread of cable and satellite television.
• Low power consumption, low service requirement, low cost of operation, etc.
Customeranalysis
CUSTOMER ANALYSIS
• Population .
• Segmentation.
• Value drivers.
• Concentration of customer for particular product.
Competitoranalysis
COMPETITOR ANALYSIS
• CROMA
- Tata group
- Well established
- High market share
- Middle class do not prefer
Contd……….
• ALPHA
- Low price for products.
- High demand among customers.
- Customers do not purchase high investment goods.
Financial plans
BUDGET➲ Initial Investment – Rs. 30Cr
which includes-➲ Start up expenses – Legal,
Stationary, Consultants (Lawyers, Real Estate Agents etc.), Advertising, Furniture and Fittings.
➲ Advance Deposit for Rented Show-Room – Rs.50 Lakh.
➲ Rent @ Rs. 10 Lakh per Month.
SOURCES OF FUNDS• Loan from SBI Bank – Rs. 25
Cr.• Proprietor’s Fund – Rs. 5 Cr.• Interest Rate – 9 %• Term Period – 72 months
SALES FORECASTSALES 1ST YEAR 2ND
YEAR3RD YEAR 4TH YEAR 5TH YEAR
1ST 6 MONTHS
200 290 420 600 800
2ND 6 MONTHS
240 350 500 720 900
TOTAL 440 640 920 1320 1700
T.V.
Music System
Tape Recorders
CD Players
DVD Players
Video Games
Computer(PC)
Laptop
Cameras
Web Cam
Handy Cam
Calculator
Refrigerator
Washing Machine
Dish-Washer
Oven
Mixer
Iron
Water Heaters
Handsets
SIM Cards
Brand Variety
CD's, DVD's
Pen Drives
Bluetooth
Memory Cards
Chargers
PRICING STRATEGIES
• Affordable Price
• Discounts
• Free Gift
• Credit & Debit Card Facility
• Financing Options
• Warranty & Guaranty
PLACE
• Ware House• Location
• D.N.Nagar.(Andheri)
• Supplier
• Transportation
• Free Home Delivery
promotion
PROMOTION• Hoardings
• Shop Website
www.saidurables.com
• Newspaper
• Local Cable
• Mouth Publicity
• Quantity Based Discounts
• Festival Offers
• Demonstrations
• Claim for ISO
• Training sales people.
• Suggestion to customers.
• Knowledge about the product.
• After sale service.
• Feedback from customers for
improvement.
Quality policies
FUTURE ASPECTS
PROJECTIONS
SHORT - TERM
• Construction of new housing societies.
• Stationary Section.
• Customers of Very High Income Group – On the way to Lokhandwala and Seven Bunglows.
.
LONG-TERM• Establish itself
against competitors.
• Franchises beyond Mumbai.
CONCLUSION
WEBLIOGRAPHY• www.google.com
• www.sbi.com