Marketing Plan:GasReader

8/14/2019 Marketing Plan:GasReader

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Marketing Plan: GasReaderPragati Enterprise



AGENDA

Company Profile Product Overview Value Chain Market Overview

3 C Analysis Planning Assumptions Objectives /Product Brand Strategy Supporting Marketing Programs

Financials Contingency Plans



ompany Profile

Pragati Enterprises, An ISO-9001-2000 Company

Headquartered at Hubli, Karnataka

Pragati enterprises is into manufacturing of quality castiron couplings, end covers, housings and precisionmachined parts like LPG SAVER

Establishes a TQM system efficiently. Supplier of the best quality products at the most competitive price



roduct Overview

GasReader product IP is based on the principle of precision weight sensing with alarm

Product usage would inform consumptions pattern with

its inbuilt memory capacity

The product up to a large extent would assist LPG usersto forecast/ meet demand of LPG on time

Intelligent household mate which would manage supply of LPG at homes



alue Chain

Buy SideSell Side

Stake holder value creation

Increased Operational Effectiveness



( )arket Overview Household



arket Overview



roduct Specification

Model GasReader 997Capacity 50 kg

Scale Dimensions Radius 8.5 inch, thickness 5 inch

Platform Large, Easy , Clean ABS

PlatformStand quality High durable plastic coatedstainless ironWeight sensor High precision strain gauge

Power Long life CR2032 lithium

Memory Storage 20 days

Warranty 3 yearsDisplay Extra Large 38mm / 3 inch LCD readout

with 10 second display-lock Indicator Alarm beeper with weight set

optionWeight 9 pounds



To assess customer awareness regarding LPGaccessories

Gain insights into frequency of fuel stock-outs

Lead time for supplies Customer regards for fuel consumption Role of fuel regulation in the business

operation Customer perception of price against benefits

:ustomer Need Analysis Objectives



:ustomer Need Analysis Findings



:ustomer Need Analysis Findings



WOT Analysis

Strengths Weakness

Opportunities Threats



Political Economic Social Technological

Environmental regulationand protection- Product hasto be Eco Friendly

Economic Growth- Changein Economic growth wouldaffect the purchasing power

Income Distribution- WithIncreased Income distribution,Affordability would be higher

Government Research- Government Researchwill have its implications on Technology uses.

Consumer protection-Usesand design has to be kept inmind considering safety of the customer

Government Spending- Aconducive environment hasto exist where government

plays a active role inestablishing a given industry

Demographic, populationgrowth rate- With enhanceddemographic and increase in

population growth rate wouldlead to target more number of

potential customer

Industry focus on technological effort- Withgrowth in industrial sector and plan for expansion would lead to a better technologyand uses of the product

Competition regulation-Government will have itssay for regulating theIndustry

Taxation- A tax would bemajor factor deciding cost of the Product, frommanufacturing to selling

Lifestyle changes-Change inlife style calls more of innovative product at thecustomer end

New Inventions and Development- A newinvention and development would makeexisting technology obsolete

Political stability- With thechange in Government ,

regulatory policy wouldchange

Inflation rates- Change inInflation rate would again

lead to higher Price

Education- For better awareness and technological

know how of the product

Rate of technology transfer- Rate for technology transfer has to be at par with the

market demand and changing technology

Safety Regulation- Producthas to be ISO CERTIFIED,meeting all safety normsand requirements

Stage of the Business cycle-The growth and decline of the business would directlyeffect the Industry

Feelings on safety- Safety beinga primary issues at thesesegments would push morenumber of Customer

Speed of technological obsolescence- Rapidinventions and technology up gradation wouldexisting technology obsolescence



ompetitor AnalysisThreat of New Entrants: High

Bargaining Power of Buyers: High

Bargaining Power of Suppliers: Low

Industry rivalry: Low

Threat of Substitutes: Low





romotion Strategy

Customer meetings to increase awareness onmanaging demand-supply

Training at customer end on product usage

and how they can use this to managedemand-supply and understandconsumption pattern

Sponsoring Cooking shows in major TV serials



-OST SHEET of PRAGATI ENTERPRISE

( . .)er unit Amt in Rs ( . .)or 260000 unit Amt in Rs

:ir ect C os t

aw ma te ria l co ns ume d

lastic box 10 2600000

holder 20 520000

isplay screen 20 520000

rolley stand 200 52000000

lectronic sensors 300 78000000

( * * / )irect wages 30 20 120 1000hrs 72 18720000

rime cost 622 161720000

-actory Overhead Cost

- ( * )ine Manager Salary 2 2500 5 1300000

otal Works Cost 627 163020000

-ff ice A nd A dmi ni st ra tio n Ov er He ad

( * )alary 20000 7 .54 140000

ost Of Production .27 54 163160000

al es An d Di srt ib ut io n O ve rh ea d

Advertising .32 83333Publicity .01 41667

os t o f ne go tia ti on .01 50000

( * )ales Force 10000 14 .53 140000

( )otal cost of sales .28 41 152360000

: %dd Margin 40 .51 35

total .79 76



Break Even Analysis ixed Cost ( . .)mt in Rs

Wages 18720000

- ( * )ine Manager Salary 2 2500 1300000

( * )alary 20000 7 140000

istribution Sales Force 140000

Advertising 83333

Total 20383333

reak Even Analysis

ixed Cost 20383333

rofit Margin 65351000

/ontribution unit .29 7474346

reak Even in units .1814 98584

reak Even Sales .4382351 94

PROFIT 66560000

AMORTISATION OFPATENT(800000/10)

8000

ADJUSTED PROFIT 66552000

Less



Variables

: ,Demographic Industry Company Size : ,Purchase Approach Buying Decision Status : ,Personal Characteristics Customer Perception Loyalty

Methodology Macro Segmentation

Corporate Canteens

Food Joints Gas Company Outlets

Hotels

Restaurants

Identified Clusters : / /Cluster 1 Corporate Canteens Food Joints Hotels :Cluster 2 Others

Segmentation



Corporate Canteens Food Joints Hotels

Target Market

Documents

Marketing Plan:GasReader