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