A Presentation on

H
~jalashuddhikar~ ar
T u S u k h a k a r t a | T u S h u d d h a k a r a t a || it
a
gr
a
h
a

11 Swatchhanda Kher; Roll No.: 40 10/12/10

Overview

This will be an inaugural product of H

ar
‘HARITAGRAHA’, a company which will focus on it
a
gr
producing ‘GREEN’ i.e. eco-friendly products for a
h
households and tapping of non-conventional energy a

resources for industries.

The JALASHUDDHIKAR is a Ganesh idol made from

Alum.

22 Swatchhanda Kher; Roll No.: 40 10/12/10

Market Needs

Ganesh festival is celebrated in huge proportions all over H

ar
Maharashtra it
a
The insoluble nature of currently available idols of Plaster of gr
a
Paris is causing alarming water pollution h
a

Curbs on ‘Visarjan’(immersion in rivers and seas) will not help

as it might hurt public sentiment

Some citizens are aware but no substitute exists

33 Swatchhanda Kher; Roll No.: 40 10/12/10

Demand State

Currently since there is no product which offers H

ar
these advantages the demand is in ‘Latent’ state or it
a
gr
NO demand. a
h
a
After the launch the objective will be to achieve a

‘Full’ seasonal demand.

44 Swatchhanda Kher; Roll No.: 40 10/12/10

Product character

Completely Eco-friendly (water soluble) H

ar
it
Price in the same range as currently available a
gr
a
idols made of Plaster of Paris. h
a

Will be available in 2 versions, viz. Carved &

Casted.

55 Swatchhanda Kher; Roll No.: 40 10/12/10

Company Stance

Product :- Superior quality & H

ar
it
competitive price a
Functional Benefit + gr
a
Selling :- There +will
Emotional
Monetary Timebe+ an
Benefit advantage
Energy + of h
Psychic a
the benefits the product offers.

Value =

66 Swatchhanda Kher; Roll No.: 40 10/12/10

Social Marketing

The company will try to educate the people of H

the ill-effects of using P.O.P. idols and their ar
it
subsequent immersion. a
gr
Also, the JALASHUDDHIKAR scores enough a
points in the attractiveness category since the h
alum gives it a crystalline appearance. a

The longevity/durability of Alum in its crystalline

form shall also appeal to the customers.
Similar idols of Ma Durga & Lord Shankar will
also be marketed.

77 Swatchhanda Kher; Roll No.: 40 10/12/10

The Four Ps

Product : H
Variety - 2 versions viz. Carved & Casted ar
– Colours - White Crystalline, Amber, Ocean Blue & Organic Colours
it
a
Size –
gr
– 10”, 18”, 36”, & 48” (Carved) a
10”, 18”, 36”, 48” and above (Casted)
–
h
a
Price :
Carved – 501, 801, 1501 & 2001 respectively
Casted – 151, 251, 501, 751, 1001 (incremental with every 1 ft.)
– Group Discounts will be offered.

88 Swatchhanda Kher; Roll No.: 40 10/12/10

The Four Ps (contd…)

Promotion : H
ar
The company will approach local governing bodies for it
spreading the message a
The product will be displayed in public places like jogger’s gr
parks, temples, card clubs, children’s playgrounds etc. a
h
The existing idol manufacturers will also be incorporated in a
the manufacturing & distribution.
Advertising will be done through FM Radio & Newspapers.

99 Swatchhanda Kher; Roll No.: 40 10/12/10

The Four Ps (contd…)

Place : H
ar
it
To start with the product will be made available a
gr
in Pune, Mumbai & Kolhapur through ‘Kheliya’ a
h
During the festival the product will be available a

at existing idol stalls, in superstores and

company outlets.

For buyers other than festival oriented, product

will be available year round at company outlets
only. 1010 Swatchhanda Kher; Roll No.: 40 10/12/10
Segmentation

Target Market H
ar
it
● GEOGRAPHIC a
gr
● All households in Pune, Mumbai & Kolhapur who celebrate a
Ganesh Festival
h
a
● Mitra-Mandals

● DEMOGRAPHICS

● Households, Clubs, Schools & Companies/Industries/Hospitals

which want to keep the idol year round.

● PSYCHOGRAPHIC
1111 Swatchhanda Kher; Roll No.: 40 10/12/10
Positioning

Jalashuddhikar will be positioned as a brand for the masses H

Jalashuddhikar will offer sufficiently large selection options ar
of sizes & colours it
a
Jalashuddhikar owners will be recognised as citizens who are gr
environmentally conscious a
Advertisement will feature Sachin Tendulkar & children (Aala re) with Asha h
Bhosle singing a

● “ S u k h a - k a r t a d u k k h a - h a r t a v a r t a

v i g h n a c h i |

● S a r v a n g i S u n d a r a M u r t i Tu r t i c h i ”

| |

1212 Swatchhanda Kher; Roll No.: 40 10/12/10

Pricing Method & Strategy

Price Objective – Product Quality Leadership H

Price Sensitivity & Demand Determination – Asking buyers ar
it
& Competitive with existing versions
a
Costing : gr
Price = Fixed cost + Variable cost a
Fixed Cost = Casting Equipment cost + Sculptor’s salary h
(Carved Versions) a
Variable cost = cost of alum + Operating cost
Profit = Price – Cost
● Example: for 10” idol (Casted) alum qty.=3 kg, RM cost = 45/-;
● Fixed Cost per piece = 20-40/-; Variable = 15-25/-
● Price = 150; Profit = 40-50/-

1313 Swatchhanda Kher; Roll No.: 40 10/12/10

Pricing

Everyone who wants the product should be able to buy it H

Product will be available for low-middle class families to ar
it
elite class who want it for display purpose/collection item.
a
Taking into account the raw material cost, casting gr
equipment & carving labour; a
h
A casted idol (10”) will cost 150 rupees which is equal to a
current price of P.O.P. version. Price will vary directly with
size

A carved idol (10”) will cost 500 rupees taking into account
the skill of the sculptor.

1414 Swatchhanda Kher; Roll No.: 40 10/12/10

CBB

Object of Purchase : H
ar
An auspicious item it
a
An eco-friendly item gr
a
Objective of Purchase : h
a
High moral value & satisfaction
Recognises the buyer as ecologically
responsible
Organisation of Purchase
INITIATOR: The urge to own a unique and new item
INFLUENCER: Indirect pressure from society to be responsible
DECIDER: The1515
benefits Swatchhanda Kher; Roll No.: 40
of the product 10/12/10
CBB

Operation of Purchase : H
ar
Cash it
a
Occasion of Purchase : gr
a
Ganesh Festival h
a
New house or office
Outlet of Purchase :
Local Vendors
Superstores
Company outlets
1616 Swatchhanda Kher; Roll No.: 40 10/12/10
Market Research

Area : Deccan Gymkhana, Pune-411004 H

ar
Sample Size : 200 households, 10 Mandals, 5 it
Schools a
gr
Questions asked : a
h
Do you buy Ganesh idols during festival? a

How important is control on water pollution?

What is your contribution towards minimising it?
Will you buy an idol of alum?
Why?
Results : 1717 Swatchhanda Kher; Roll No.: 40 10/12/10
Forecasting

Concept will be made public 6 months before H

the festival of 2010. Company expects to sell ar
it
200 units of carved idols and 500 units of a
casted idols in the 3 cities viz. Pune, Mumbai & gr
Kolhapur. Within 3 years company expects to a
h
achieve cumulative sales of 3000 carved idols a
& 5000 casted idols in each city.
The expected sales curve will be of the nature
Steep rise (during festival)-Dwell-small
rise(occasional purchases)-Rise (next year’s
festival)

1818 Swatchhanda Kher; Roll No.: 40 10/12/10

 H
ar
it
a
gr
a

Thank you.
h
a

1919 Swatchhanda Kher; Roll No.: 40 10/12/10