Executive Summary

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Table of ContentsEXECUTIVE SUMMARY...........................................................................................................................2

NEED OF OUR PRODUCT....................................................................................................................2

CURRENT MARKETING SITUATION........................................................................................................3

MARKET DISCRIPTION........................................................................................................................5

SEGMENTATION AND TARGETED CUSTOMER:..................................................................................5

PRODUCT REVIEW.............................................................................................................................9

COMPETITIVE REVIEW.....................................................................................................................15

CHANNEL AND LOGISTICS REVIEW..................................................................................................20

PEST.....................................................................................................................................................21

SWOT...................................................................................................................................................21

OBJECTIVE AND ISSUES........................................................................................................................22

First Year Objective..........................................................................................................................22

Second Year Objectives...................................................................................................................22

Issues...............................................................................................................................................22

MARKETING STRATEGY........................................................................................................................22

Product strategy:-............................................................................................................................22

Pricing strategy:-..............................................................................................................................24

Distribution strategy:-......................................................................................................................25

Marketing Communication Strategy................................................................................................26

Marketing Research.........................................................................................................................28

ACTION PROGRAM..............................................................................................................................28

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EXECUTIVE SUMMARY

Interigento is preparing to launch a new hybrid multifunctional refrigerator named Interigento model no. INT0010001 in a market. Our product offers a competitive unique combination of advance feature and technology in terms of usability and reliably and durability by combining a smart TV technology with refrigerator and inbuilt camera for security and various purposes at a value added price. Our product have a competence of various electronic gadget. We have targeted a specific target in the consumer and business market, taking an advantage of opportunities indicated by higher demand by integrated electronic technology which consume less energy and take lack space and providing higher benefits in terms of quality and features (Advance features) to entertainment , to cool, to communicate, and a storage capacity with security features.

The primary marketing objective is to achieve first year sale of 1, 00,000 unit and analysis the more interactive features that will help company to earn a brand image. The financial objective is to achieve 3,000,000,000 sales revenue make break even early.

Our motive is to provide superior customer value at a customer perceived price, give them comfort and quality and on that bases we want high market share, a unique brand image, and customer retain with our brand. We make in such a way that interigento known as a 1st step of innovation in terms of integrated electronic technology in 2015.

“The Way To a C00l ViSion !!”

NEED OF OUR PRODUCT

Due to less space in house

Women Want TV at their cooking place.

While working they also want to watch TV but there are less space in kitchen.

Men want more Comfort.

Security.

In terms of when no one at home office or room.

Low power consumption.

Reduce electricity bill.

Picture Clarity.

In terms of small scream but provided the feature of full HD TV.

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CURRENT MARKETING SITUATION

Interigento is first of its kind.

There are refrigerators with touch screens and mp4 players but not with Smart TV with inbuilt camera feature.

Current marketing situation of Indian television market.

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Current marketing situation of Indian refrigerator market.

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MARKET DISCRIPTION Interigento market consist of consumer and business users.

This product consist the feature of smart TV and refrigerator.

It include in-out camera which is also use as security purpose and easily access through mobile network.

SEGMENTATION AND TARGETED CUSTOMER:Segment 1:

Total population of India : 1.272 billions (2014)

This segment is according to sex ratio.

52%48%

Sex ratio in India

MaleFemale

Segment 2:

This segment is according to the class of people that is lower middle and upper.

Other class80%

Middle class 20%

Social class In India

Other classMiddle class

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Social class In IndiaSegment 3:

Top 10 Cities In terms of Population, sex-ratio and literacy.

Total Population:-8,91,15,783

MumbaiDelhi

Kolkata

Chennai

Bangalore

Hyderabad

AhmedabadPune

Luckn

ow

Chandigarh

18,414,288

16,314,838

14,112,536

8,696,0108,499,3997,749,334

6,352,2545,049,968

2,901,474

1,025,682

PopulationPopulation

Average sex-ratio: 902.3

Mumbai Delhi Kolkata Chennai Bangalore Hyderabad Ahmedabad Pune Lucknow Chandigarh

861 867

928

981

914

945

897 899910

821

SexratioSexratio

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Average literacy Rate: 88.06

Mum-bai

Delhi Kolkata Chen-nai

Banga-lore

Hyder-abad

Ahmedabad

Pune Luc-know

Chandigarh

Liter-acy

90.78 86.43 88.33 90.35 89.56 82.92 89.53 91.42 84.72 86.56

79

81

83

85

87

89

91

93

Literacy

Axis

Titl

e

We selected segment 3 for our product.

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Country INDIA(1.272 Billion) “p”

10 cities in terms of(population, sex-ratio and literacy)(8,91,15,783) “p”

Household

Upper middle class

Income And life Style

Seekers (3lakh-5lakh)

Strivers(5lakh-10lakh)

Office use(Profit more then 50

lack/annum)

Sports Stadium National level (48)

Film studio(64)

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Total Population:-8,91,15,783

House hold of selected segment is More than 20%. We take just 20% =1,78,23,156

We consider just 5% of it = 8,91,157

Office use in selected segment = more than 500 business.

Sports area in selected segment = 48 national level stadium.

Film studio in selected segment = 64.

Our motive to sale 1,00,000 unit of interigento model no. INT0010001

Targeted Segment

Customer Need Features/Benefits.

Household Lack of space.

Integrated product as a multiuse.

Security.

Comfort.


Picture Clarity.

Integrated product solution of artificial cooler of eatable goods and television.

Camera with mobile network connectivity.

Digital invertor compressor.

Full HD display.

Office use Lack of space.

Integrated product as a multiuse.

Security.


Picture Clarity.

Integrated product solution of artificial cooler of eatable goods and television.

Camera with mobile network connectivity.

Digital invertor compressor.

Full HD display.

Sports stadium

Integrated product for artificial cooling and display. Product combination of led Display and refrigerator.

Film Studio Integrated product for artificial cooling and display. Product combination of led Display and refrigerator.

PRODUCT REVIEW

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Experience Best Picture Quality with X-Reality PRO (developed by Sony)

Explore With the 3G Dongle and Play Your Heart’s Content

Wireless Screen Mirroring Technology

Witness Clarity with LED

Enjoy Absolute Precision of Moving Images with Motion Flow XR200 (developed by Sony)

Connect Your Smartphone via MHL (Mobile High Definition Link)

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Digital Inverter Compressor and 10 Year Warranty

Camera Inside (5.0 MP) and outside (8.0 MP) with wide angle view.

Mobile app.

Deodorizing Filter

The Deodorizing Filter is made of Activated Carbon, which eliminates bad smells – keeping the air fresh and preserving the flavour of your food for longer.

Big GuardDeal for the thirsty household, the Big Guard is deeper than shelves found in conventional refrigerators. So you can store big containers of milk and juice in the door, along with two rows of beverage cans and bottles. The Big Guard is also great for chilling tall drinks bottles.

Cool PackIn the event of a power outage or if the electricity is turned off, Cool Packs inside the freezer keep foods frozen for up to an hour with no power. They also help the freezer compartment stay cold for up to eight hours, so your food won’t melt or spoil.

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Easy Slidereaching into a refrigerator often means navigating an obstacle course of food items. But the Easy Slide shelf is built on rolling hinges and pulls out, so you can efficiently organise and easily access your food items – and easily see exactly what you have stored in the back.

Price 39,999

Type : Smart RefroTv Technology Display Resolution : 1920*1080 Connectivity : 2 x HDMI & 1 x USB Warranty: 2 Year interigento Warranty for display 10 Years Manufacturer Warranty on

Compressor. Screen Size : 61 cm (24) Rating : 3 Star No Of Doors : 2 Colour : Platinum Inox Model no.: INT0010001

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GENERAL

Model INT0010001

Screen Type Full HD LED

Display Size 61 cm (24)

Display Feature Full HD

Screen Resolution

1920*1080

In the boxMain Unit, Remote Control: RM-GD029, Batteries: R03, Power Cable, User Manual, Warranty Card

VIDEO

Aspect Ratio 16:09

View Angle 178 (Right/Left), 178 (Up/Down)

Refresh Rate Motionflow XR 200 Hz

Additional

WXGA Display Resolution, LED Backlight Module, Live Colour, Deep Colour,Intelligent MPEG Noise Reduction, MPEG Noise Reduction, Advanced Contrast Enhancer (ACE), 24P True Cinema, Screen Format(TV: Auto Wide/ Full/ Normal/ Wide Zoom/ Zoom/ Caption/ 14:9/ PC: Full 1/ Full 2/ Normal), CineMotion/Film Mode/Cinema Drive, 3D Comb Filter

AUDIO

Speakers 2ch, Full Range (35 x 80mm) x 2

Sound Output 5W+5W

Sound Technology

Dolby Digital, Dolby Digital Plus, Dolby Pulse, HE-AAC

Additional

WXGA Display Resolution, Motionflow XR 100, LED Backlight Module, Live Colour, Deep Colour,Intelligent MPEG Noise Reduction, MPEG Noise Reduction, Advanced Contrast Enhancer (ACE), 24P True Cinema, Screen Format(TV: Auto Wide/ Full/ Normal/ Wide Zoom/ Zoom/ Caption/ 14:9/ PC: Full 1/ Full 2/ Normal), CineMotion/Film Mode/Cinema Drive, 3D Comb Filter

CONNECTIVITY

HDMI 2

USB 1

Composite Video Input

2 (1 Rear/1 Bottom Hybrid w/Component)

Component 1 (Bottom/Hybrid)

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Video Input

Audio Out 1 (Side/Hybrid w/HP)

Headphone Out 1 (Side/Hybrid w/Audio Out)

Other Connections

RF Connection Input(s), Analog Audio Input(s), Digital Audio Output(s), MHL (Mobile High-Definition Link)

INTERNET & APPS

Ethernet 1 (Bottom)

WiFi Internet Video

Applications Facebook and Twitter, Skype Ready

Additional

BRAVIA Sync, USB Play, Picture Frame Mode, Scene Select(Photo, Music, Cinema, Game, Graphics, Sports, Animation), Parental Control, Clock, Sleep Timer, On/Off Timer, Teletext, PAP (Picture And Picture), Screen Mirroring, TV Sideview, Wi-Fi Connectivity, Wi-Fi Direct, Dynamic Backlight Control, Backlight Off Mode, Light Sensor, Power Saving Modes

PLAYBACK FORMATS

Video Playback Formats

MPEG1/ MPEG2PS/ MPEG2TS/ AVCHD/ MP4Part10/ MP4Part2/ AVI(XVID)/ AVI(MotinJpeg)/ MOV/ WMV/ MKV/RMVB/ WEBM/ 3GPP/ LPCM/ MPO

Audio Playback Formats

MP3/ WMA

Picture Playback Formats

JPEG

Additional


POWER

Power Supply DC 19.5V for display.

Power Consumption

Approx. 195W, Approx. 0.5W(Standby)

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Physical specification

Net Dimension (WxHxD)(mm) 555 x 1,545 x 637

Net Width(mm) 555

Net Case Height with Hinge(mm) 1545

Net Case Height without Hinge(mm) 1545

Net Depth with Door Handle(mm) 637

Net Depth without Door Handle(mm) 637

Net Depth without Door(mm) 545

Packing Dimension (WxHxD)(mm) 582 x 1,610 x 674

Packing Width(mm) 582

Packing Height(mm) 1610

Packing Depth(mm) 674

Net Weight(kg) 48

Packing Weight(kg) 53

Gross Dimension (WxHxD)(mm) 582 x 1,610 x 674

Gross Weight(kg) 53

Capacity

Net Total(Liter) 234

Net for Freezer(Liter) 53

Net for Refrigerator(Liter) 181

Gross Total(Liter) 253

Gross for Freezer(Liter) 69

Gross for Refrigerator(Liter)

184

Cooling Feature

Cooling Type Multi Flow: All around cooling

Refrigerator Feature

Deodorizer Type Yes

Number of Shelf (Total) 2EA

Number of Shelf (Slide Out) 1EA

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Humidity Control (Drawer Only) Yes (Moist Fresh Zone)

Shelf Material Toughened Glass

Number of Vegetable &Fruit Drawer 1 (Veg Box)

Door Pocket Type Transparent

Number of Door Pocket 5EA

Egg Container(Egg Tray) Yes

Fresh room Yes

Interior LED Light Yes

Humidity Control (Vegetable & Fruit Drawer)

Yes (Moist Fresh Zone- Veg box only)

Freezer Feature

Icemaker Twist Ice-Maker

Shelf Material Cool Pack

Number of Shelf (Total)

1EA

Number of Door Pocket 2EA

COMPETITIVE REVIEW There is No such Product into the Market

SONY BRAVIA KDL-24W600A 61 CM (24) HD READY SMART LED TELEVISION

PRICE Rs 22671 Type : Smart LED TV Display Resolution : 1366x768 Connectivity : 2 x HDMI & 1 x USB Warranty : 1 Year Sony India Warranty Screen Size : 61 cm (24)

GENERAL

Model KDL-24W600A

Screen Type HD Ready LED

Display Size 61 cm (24)

Display Feature HD Ready

Screen Resolution

1366 x 768

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In the boxMain Unit,Remote Control: RM-GD029, Batteries: R03, Power Cable,User Manual, Warranty Card

VIDEO

Aspect Ratio 16:09

Dynamic Ratio -

View Angle 178 (Right/Left), 178 (Up/Down)

Refresh Rate Motionflow XR 200 Hz

Additional

WXGA Display Resolution, LED Backlight Module, Live Colour, Deep Colour,Intelligent MPEG Noise Reduction, MPEG Noise Reduction, Advanced Contrast Enhancer (ACE), 24P True Cinema, Screen Format(TV: Auto Wide/ Full/ Normal/ Wide Zoom/ Zoom/ Caption/ 14:9/ PC: Full 1/ Full 2/ Normal), CineMotion/Film Mode/Cinema Drive, 3D Comb Filter

AUDIO

Speakers 2ch, Full Range (35 x 80mm) x 2

Sound Output 5W+5W

Sound Technology

Dolby Digital, Dolby Digital Plus, Dolby Pulse, HE-AAC

Additional


CONNECTIVITY

HDMI 2

USB 1

Composite Video Input

2 (1 Rear/1 Bottom Hybrid w/Component)

Component Video Input

1 (Bottom/Hybrid)

Audio Out 1 (Side/Hybrid w/HP)

Headphone Out 1 (Side/Hybrid w/Audio Out)

Other Connections

RF Connection Input(s), Analog Audio Input(s), Digital Audio Output(s), MHL (Mobile High-Definition Link)

INTERNET & APPS

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Ethernet 1 (Bottom)

WiFi Internet Video

Applications Facebook and Twitter, Skype Ready

Additional

BRAVIA Sync, USB Play, Picture Frame Mode, Scene Select(Photo, Music, Cinema, Game, Graphics, Sports, Animation), Parental Control, Clock, Sleep Timer, On/Off Timer, Teletext, PAP (Picture And Picture), Screen Mirroring, TV Sideview, Wi-Fi Connectivity, Wi-Fi Direct, Dynamic Backlight Control, Backlight Off Mode, Light Sensor, Power Saving Modes

PLAYBACK FORMATS

Video Playback Formats

MPEG1/ MPEG2PS/ MPEG2TS/ AVCHD/ MP4Part10/ MP4Part2/ AVI(XVID)/ AVI(MotinJpeg)/ MOV/ WMV/ MKV/RMVB/ WEBM/ 3GPP/ LPCM/ MPO

Audio Playback Formats

MP3/ WMA

Picture Playback Formats

JPEG

Additional


POWER

Power Supply DC 19.5V

Power Consumption

Approx. 45W, Approx. 0.5W(Standby)

DIMENSIONS & WEIGHT

W x H x D (Without Stand)

Approx. 545 x 336 x 65mm

W x H x D (With Stand)

Approx. 545 x 360 x 144mm

Weight with Stand

Approx. 4.5kg

Weight without Stand

Approx. 4kg

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REFRIGERATOR

Godrej LG Whirlpool Samsung

PriceRs 16800 Rs 15137 10% Off

Rs 25490 Rs 20547 19% Off

Rs 28475 Rs 23970 16% Off

Rs 20100 Rs 18786 7% Off

Highlights - 2 Door - 3 Star BEE Rating - 231 litres gross capacity - Frost Free

- Type : Double Door- Storage Volume : 258ltr- Technology : Frost Free- Warranty : 10 + 1 Years

- Type : Triple Door- Capacity(Ltrs) : 240 Ltrs- Technology : Frost Free- Star Rating : None

- Type : Double Door- Capacity(Ltrs) : 255 Litres- Technology : Frost Free- Star Rating : 2 Star

Technical Specification

IN THE BOX

Sales PackageOne Unit, Warranty Card, User Manual

Main UnitMain Unit And Warranty Card

Main Unit, User Manual And Warranty Card

GENERAL FEATURES

Capacity 231 L 258 Liters 240 255No. Of Doors 2 2 3 2Door Type Double Door Double Door Multi Door Double DoorDefrosting Type Frost Free - Frost Free Frost Free

BODY

Interiors -

Superchill, Deodorizer: Catechin, Temperature Control: I-Micom, Cell Fresh Crisper

N/A N/A

Exteriors Spartan Door Design

Door Finish: High Gloss

N/A N/A

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Finish, Handle Type: Royale, Colour: Platinum Silver

Shelves - Toughened Glass N/A N/A

Additional Body Features

-Anti-Bacteria Gasket, Humidity Controller

N/A N/A

REFRIGERATOR FEATURES

Refrigeration And Cooling Technology

-Green Ion Door Cooling, Frost Free

N/A N/A

Refrigerator Shelves 2 2 3Toughened Glass

Special Compartments

Chiller Tray

F Door Basket (Full): 2, Ice Bank: Transparent, Beauty And Care, 2 L Bottle Storage, Egg Cum Ice Tray, Ever Fresh Zone, Chiller Zone: Shelf R

Separate Vegetable Drawer

-

FREEZER FEATURES

Ice Cube Tray Yes Double Twist - -

CONVENIENCE FEATURES

Door Lock Yes Yes N/A N/AOther Convenience Features

- Tower LED N/A N/A

POWER

Energy Rating 3 Star 4 Star N/A N/A

ADDITIONAL FEATURES

Features Twist And Serve Ice Trays, Vortex Air - Current Design, Load Bearing Wire Shelves, Jumbo

Compressor: Smart Inverter Compressor; Dimension (W X D X H): 585 X 678 X 1470 Mm;

N/A N/A

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Vegetable Tray, 2.5 L Aqua Space In The Door, Humidity Jog Dial, Bottle Snugger, Sliding Chiller Tray, Full Length Lamp, Easily Removable Gasket, Thicker Insulation Ensures Better Retention Of Cooling, Dimensions: 1437 X 597 X 685 Mm, HFC Free, CFC Free

Works Without Stabilizer: 100 V To 290 V LVS; Ecofriendly Refrigerant

CHANNEL AND LOGISTICS REVIEW Using multichannel distribution

E-retailers.(Flipkart, Amazon, Snapdeal etc.)

Electronic Service provider (Reliance digital, Croma, Digi Mart etc.)

Large retailers (Big bazar, Best price, Vishal mega mart etc)

Franchise Organization.(Dealer----retailer)

Direct Sell (Bulk sale).

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PESTPolitical Economical

Political stability

Safety regulations.

Tax system.

Energy consumption product

Inflation

Aggregate income

Aggregate consumption

Social-Culture Technology

Age distribution

Lifestyle

Population growth

Demographics

Environmental, health and educational.

Government expenditure on technology Technological advancements

Use of internet (24, 31, 98,922).

Resources available

SWOTStrength weakness

• Innovative product

• Focus on single strong product

• Good schemes for distributors

• Value pricing

• Secure home feature introduction.

• Using camera as security.

• Brand recognition

• Competitors already possess good market shares.

Opportunity Threats

• Fast growth of home appliances, electronics goods market in emerging economies

• High disposable income and higher number of Nuclear Families in the society.

• Collaboration with E-Retail giants

• Highly competitive industry dynamics

Price wars

• Increasing raw material cost

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OBJECTIVE AND ISSUESFirst Year Objective.

Initial year we are aiming for sale of 1, 00,000 unit.

Second Year Objectives Introduce two new model

1. Low price and lower level income people.

2. More capacity and UHD for high income people.

Issues Make our brand image and create a meaningful position in the minds of customers.

Create a perception that this brand is projecting innovation, quality and value at reasonable price.

Measure awareness and response so we adjust our marketing Strategy.

MARKETING STRATEGYProduct strategy:-

Attributes:-

Product Quality: our measurement of quality is how much customer satisfied with the product.

Product feature

Product Style and design (Platinum Inox).

Branding:-

Interigento

Logo:-

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Packaging:-

Cardboard, Thermo Cole platform(up-down), Fiber holding platform, bubble wrap.

Labeling:-

Company name and logo.

Warning plate on compressor at the back.

Company plate

Brand Name and logo.

Model name.

Serial no. with barcode.

Single Phase

Power source and frequency.

Dimensions

Manufacturing year.

Made in India

Customer care no. and web address.

Display details.

Product support service:

Online complaint system.

Customer care (toll free no.)

Installation engineer. (Product demo)

Repair and service engineer.

These engineer also take feedback for company prospective through it company improve its strategy.

These engineer also maintain service records. (for providing service at appropriate time)

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Pricing strategy:- Market-penetration pricing

Setting price:

Value Based pricing

Pricing strategy:-

Total cost :- Rs. 2,79,00,00,000.00

No. of unit = 1,00,000

Per unit cost= 27,900

Profit margin =7.52%

Product sale for reseller =30,000

At this price we just sell to another channel and that particular channel further sell by adding a value.

MRP = 39,999

Average customer perceived value =41,000

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Customer need

and value

perception

Identify the various needs of customerAsk people how much they pay for such kind of product.

Set target price

match custom

er perceiv

ed value

Take a average of all values.

Determine cost

Prepare a approximate cost sheet and check whether our cost match with perceived value.

Design product

to deliver value at target price

Design a product in such a way that it reaches maximum amount of customer satisfaction level.

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Distribution strategy:- Multichannel distribution :-

Logistic and there functions.

Warehousing and inventory management

Using RFID

Transportation

Railway

Roadway

Heavy vehicles

Light vehicles.

Logistic Information system.

Using GPS tracer.

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Interigento(Producer)

E-retailers

Flipkart, amazon,

snapdeal etc.

Consumer -1

Large Retailers

Big Bazar, Reliance digital,

Croma, etc.

Consumer-2

dealers

retailers

Consumer 3

Direct Sale for bulk purchasers.

Suppliers Company Reseller Consumer

Information flow

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Marketing Communication Strategy Effective marketing communication:-

Identifying the target audience

Determine the communication objective

Awareness

Teaser advertisement of interigento

Sports events.

Serials (Sas-Bahu)

Knowledge

Sales promotions

TV advertisement.

Linking

Preference

We give them cause why They prefer our product over our competitors.

Conviction

Create a perception in the mind of customer that we are the best in terms of quality, price and features.

Designing message

Message content

Rational + emotional Appeals According to segment.

Rational Specific for Sports & business segment.

Message Structure

Start- With features

Mid- Rational appeal (“Big Things in Small Packs”). Relate features with need.

End- Emotional appeal (“you always in your house”), (“Now you don’t miss your fav. Serials while cooking”).

Message Format

Fully customize Add using VFX.

Choosing Media

Personal Communication channels

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Word of mouth

Through personal network

Non personal Communication channels.

TV 47.2% Users in India

Internet

“India users”:-

Facebook 100 Millions

Twitter 18.1%

3rd largest twitter population.

Google + 18%

Linked in 26 million.

2nd place after US

Message Source:-

Sas-bahu Serial Celebrity

Sport icon.

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Marketing Research Web forms

Mass conversations.

Individual conversation with experts.

Through organizing event for household, especially for women.

Internet data.

ACTION PROGRAM August

Create awareness through TV advertisement teaser and sales promotions in malls.

Manufacture at least 30% unit.

September

launch full add

Emotional (female serial celebrity).

Rational (Sports person).

Launch our product.

Collect customer perception data.

October

(“DIWALI TIME”)Full Supply for distributers and retailers

Target 55-65% unit sale till end of October.

November

Now more focus on business & sport segment.

Create new network

December

Collecting the customer satisfaction data.

According to data start working on product line.

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Documents

Executive Summary