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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

Table of Contents
EXECUTIVE 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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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

Current marketing situation of Indian refrigerator market.

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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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.

Sex ratio in India

48%

52%

Male
Female

Segment 2:
This segment is according to the class of people that is lower middle and upper.

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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

Social class In India

Middle class ; 20%


Other class
Middle class

Other class; 80%

Segment 3:
Top 10 Cities In terms of Population, sex-ratio and literacy.
Total Population:-8,91,15,783

Population
Population
18,414,288
16,314,838
14,112,536

8,696,010
8,499,399
7,749,334
6,352,254
5,049,968
2,901,474
1,025,682

Average sex-ratio: 902.3

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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

Sexratio
Sexratio
981
945

928

914

897

899

910

867

861

821

Average literacy Rate: 88.06


Literacy
Axis Title

We selected segment 3 for our product.

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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

Country INDIA
(1.272 Billion) p

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

Household

Office use
(Profit more then
50 lack/annum)

Sports Stadium
National level
(48)

Film studio
(64)

Upper middle
class

Income And life


Style

Seekers
(3lakh-5lakh)

Strivers
(5lakh-10lakh)

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.

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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

Household

Lack of space.
Integrated product as a multiuse.
Security.

Office use

Integrated product solution of


artificial cooler of eatable goods an
television.

Comfort.

Camera with mobile network


connectivity.

Low power consumption.

Digital invertor compressor.

Picture Clarity.

Full HD display.

Lack of space.

Integrated product solution of


artificial cooler of eatable goods an
television.

Integrated product as a multiuse.


Security.
Low power consumption.

Camera with mobile network


connectivity.

Picture Clarity.

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

Explore With the 3G Dongle and Play Your Hearts Content


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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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)

Digital Inverter Compressor and 10 Year Warranty


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

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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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 Guard
Deal 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 Pack
In 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 wont melt or spoil.

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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

Easy Slide
reaching 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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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

GENERAL
Model

INT0010001

Screen Type

Full HD LED

Display Size

61 cm (24)

Display Feature

Full HD

Screen
Resolution

1920*1080

In the box

Main 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

USB

Composite
Video Input

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


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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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


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

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

POWER
Power Supply

DC 19.5V for display.

Power
Consumption

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

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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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

Humidity Control (Drawer Only)

Yes (Moist Fresh Zone)

Shelf Material

Toughened Glass

Number of Vegetable &Fruit Drawer

1 (Veg Box)
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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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

In the box

Main Unit,Remote Control: RM-GD029, Batteries: R03, Power


Cable,User Manual, Warranty Card

VIDEO
Aspect Ratio

16:09
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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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

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

USB

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


Ethernet

1 (Bottom)

WiFi

Internet Video

Applications

Facebook and Twitter, Skype Ready

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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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

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

POWER
Power Supply

DC 19.5V

Power
Consumption

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

DIMENSIONS & WEIGHT


WxHxD
(Without Stand)

Approx. 545 x 336 x 65mm

WxHxD
(With Stand)

Approx. 545 x 360 x 144mm

Weight with
Stand

Approx. 4.5kg

Weight without
Stand

Approx. 4kg

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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

REFRIGERATOR
Godrej

LG

Price

Highlights

Whirlpool

Samsung

Rs 16800 Rs
15137 10% O
ff

Rs 25490 Rs
20547 19% O
ff

Rs 28475 Rs
23970 16% O
ff

Rs 20100 Rs
18786 7% O
ff

- 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 Package

One Unit,
Warranty Card,
User Manual

231 L
2
Double Door
Frost Free

Main Unit

Main Unit And


Warranty Card

Main Unit, User


Manual And
Warranty Card

258 Liters
2
Double Door
-

240
3
Multi Door
Frost Free

255
2
Double Door
Frost Free

GENERAL
FEATURES
Capacity
No. Of Doors
Door Type
Defrosting Type
BODY

Interiors

Exteriors

Spartan Door
Design

Superchill,
Deodorizer:
Catechin,
Temperature
N/A
Control: IMicom, Cell
Fresh Crisper
Door Finish:
N/A
High Gloss
Finish, Handle
Type: Royale,
Colour: Platinum

N/A

N/A

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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

Shelves

Additional Body
Features

Silver
Toughened Glass N/A
Anti-Bacteria
Gasket, Humidity N/A
Controller

N/A
N/A

REFRIGERATO
R FEATURES
Refrigeration And
Cooling Technology

Green Ion Door


Cooling, Frost
N/A
Free

N/A

Refrigerator Shelves 2

Toughened
Glass

Special
Compartments

Chiller Tray

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

Yes

Double Twist

Yes

Yes

N/A

N/A

Tower LED

N/A

N/A

3 Star

4 Star

N/A

N/A

Twist And Serve Compressor:


N/A
Ice Trays, Vortex Smart Inverter
Air - Current
Compressor;
Design, Load
Dimension (W X
Bearing Wire
D X H): 585 X
Shelves, Jumbo 678 X 1470 Mm;
Vegetable Tray, Works Without
2.5 L Aqua Space Stabilizer: 100 V
In The Door,
To 290 V LVS;

N/A

FREEZER
FEATURES
Ice Cube Tray
CONVENIENCE
FEATURES
Door Lock
Other Convenience
Features
POWER
Energy Rating
ADDITIONAL
FEATURES
Features

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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

Humidity Jog
Dial, Bottle
Snugger, Sliding
Chiller Tray, Full
Length Lamp,
Easily
Removable
Gasket, Thicker Ecofriendly
Insulation
Refrigerant
Ensures Better
Retention Of
Cooling,
Dimensions:
1437 X 597 X
685 Mm, HFC
Free, CFC Free

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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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

PEST
Political

Economical

Political stability

Inflation

Safety regulations.

Aggregate income

Tax system.

Aggregate consumption

Energy consumption product


Social-Culture

Technology

Age distribution

Government expenditure on technology


Technological advancements

Lifestyle

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

Population growth

Resources available

Demographics
Environmental, health and educational.

SWOT
Strength

weakness

Innovative product

Brand recognition

Focus on single strong product

Good schemes for distributors

Competitors already possess good market


shares.

Value pricing

Secure home feature introduction.

Using camera as security.


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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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

OBJECTIVE AND ISSUES


First 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 STRATEGY
Product 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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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

Pricing strategy: Market-penetration pricing


Setting price:
Value Based pricing

Identify the various needs of customer


Ask people how much they pay for such kind of
product.
Take a average of all values.

Customer need
and value
perception
Set target price
match
customer
perceived
value

Prepare a approximate cost sheet and check


whether our cost match with perceived value.

Determine cost

Design a product in such a way that it reaches


maximum amount of customer satisfaction level.

Design product
to deliver value
at target price

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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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

Distribution strategy: Multichannel distribution :-

Interigento
(Producer)

E-retailers

Large
Retailers

dealers

Flipkart,
amazon,
snapdeal etc.

Big Bazar,
Reliance
digital,
Croma, etc.

retailers

Consumer -1

Consumer-2

Consumer 3

Direct Sale
for bulk
purchasers.

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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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

Compan
y

Supplier
s

Consum
er

Reseller

Information flow

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.
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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

End- Emotional appeal (you always in your house), (Now you


dont miss your fav. Serials while cooking).
Message Format
Fully customize Add using VFX.
Choosing Media
Personal Communication channels
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 PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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).
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MARKETING PLAN (INTERIGENTO) | GROUP-6 SEC-B (14-16)

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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