b36 puja term paper.docx

8/8/2019 b36 puja term paper.docx

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TERM PAPERSubject: MARKETING MANAGEMENT

TOPIC: MARKETING PLAN FOR DVD PLAYER

SUBMITTED TO:SUBMITTED BY:Mrs. REETA KUMARI PUJACHOPRA MBAINTERNATIONAL

ROLL NO.36, SECTION- 335

DEPARTMENT OF MANAGEMENTLOVELY PROFESSIONAL UNIVERSITY, PHAGWARA


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CONTENTS:

ACKNOWLEDGEMENT MATRIX DVD PALYER- OSCAR LIMITED EXECUTIVE SUMMARY SITUATION ANALYSIS MARKET ANALYSIS CONSUMER ANALYSIS INTERNAL BUSIENESS ANALYSIS SWOT ANALYSIS MARKETING RESEARCH STEPS NEW PRODUCT DEVELOPMENT PROCESS

PRODUCT STRATEGY PACKAGING /BRANDING / LABELLING PRICING STRATEGY LAUNCHINFG CAMPAIGN POSITIONING STRATEGY PROMOTION STRATEGY DISTRIBUTION STRATEGY LOGISTICS AND SUPPLIER IMPLEMENTATION CONTROL AND EVALUATION

CONCLUSION REFERRENCES


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ACKNOWLEDGEMENT:I, PUJA CHOPRA student of MBA INTERNATIONAL 1st SEM, roll no.36, Section-335, am very thankful to my mam MRS. REETA KUMARI for giving project onthe MARKETING PLAN OF DVD PLAYER. I enjoyed immensely while preparingthis project. I have come to know about many things and learn a lot. I wouldlike to thank my parents for their financial support. I would also like to thank

my friends for their encouragement and support.

I am grateful to the library for providing me with necessary materials. I wouldlike acknowledge everyone who helps me without any hesitation.

I would like to thank the Lovely University and take the opportunity to do this

project as a part of the M.B.A.

MRS. REETA KUMARI has been an inspiration and role model for this topic.

Her guidance and active support has made it possible to complete the

assignment.

Last but not the least I would like to thank the Almighty for always helping

me.


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MATRIX DVD PLAYEROSCAR LIMITED:I , PUJA CHOPRA ,owner of OSCAR LIMITED, which produces electronicappliances .My company was started with a capital of 2 crore on 26thMarch,2000.The main product of my company is DVD players .My companyalso produces other products like CDs, VCDs, TVs LCDs ,etc.The name of my DVD PLAYER is MATRIX. I choose DVD PLAYER because

today these are regularly used by people of all age groups in all seasons andthe market is high throughout the year .The idea came into mind becausetoday is the modern world the world of music .Today as the people of allage groups are found of music and music has become the part and parcel ofhuman life. So to deal in music players is a profitable job. And the ideaworked. I succeeded in making my own DVD PAYERS a successfully marketedproduct.

Product Definition

DVD (also known as "Digital Versatile Disc" or "Digital Video Disc") is apopular optical discstorage media format. Its main uses are video and datastorage. Most DVDs are of the same dimensions as compact discs (CDs) butstore more than six times as much data.

Variations of the term DVD often describe the way data is stored on thediscs: DVD-ROM has data that can only be read and not written, DVD-R andDVD+R can record data only once and then function as a DVD-ROM. DVD-RW, DVD+RW and DVD-RAM can both record and erase data multiple times.The wavelength used by standard DVD lasers is 650 nm, and thus the lighthas a red color.

DVD-Video and DVD-Audio discs respectively refer to properly formatted andstructured video and audio content. Other types of DVDs, including thosewith video content, may be referred to as DVD-Data discs. As nextgeneration high-definition optical formats also use a disc identical in someaspects yet more advanced than a DVD, such as Blue-ray Disc, the originalDVD is occasionally given the heteronym SD DVD
http://en.wikipedia.org/wiki/Optical_dischttp://en.wikipedia.org/wiki/Data_storage_devicehttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/CDhttp://en.wikipedia.org/wiki/DVD-Rhttp://en.wikipedia.org/wiki/DVD+Rhttp://en.wikipedia.org/wiki/DVD-RWhttp://en.wikipedia.org/wiki/DVD-RWhttp://en.wikipedia.org/wiki/DVD+RWhttp://en.wikipedia.org/wiki/DVD-RAMhttp://en.wikipedia.org/wiki/Redhttp://en.wikipedia.org/wiki/DVD-Videohttp://en.wikipedia.org/wiki/DVD-Audiohttp://en.wikipedia.org/wiki/High-definition_videohttp://en.wikipedia.org/wiki/Blu-ray_Dischttp://en.wikipedia.org/wiki/Retronymhttp://en.wikipedia.org/wiki/Optical_dischttp://en.wikipedia.org/wiki/Data_storage_devicehttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/CDhttp://en.wikipedia.org/wiki/DVD-Rhttp://en.wikipedia.org/wiki/DVD+Rhttp://en.wikipedia.org/wiki/DVD-RWhttp://en.wikipedia.org/wiki/DVD-RWhttp://en.wikipedia.org/wiki/DVD+RWhttp://en.wikipedia.org/wiki/DVD-RAMhttp://en.wikipedia.org/wiki/Redhttp://en.wikipedia.org/wiki/DVD-Videohttp://en.wikipedia.org/wiki/DVD-Audiohttp://en.wikipedia.org/wiki/High-definition_videohttp://en.wikipedia.org/wiki/Blu-ray_Dischttp://en.wikipedia.org/wiki/Retronym


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Product Description

OSCAR offers performance enhancements and convenience featuresthroughout its entire DVD line, and the SD2805 DVD player exemplifies thecompany's commitment to high-performance and high-value. Its 5-disccarousel offers loading of multiple discs even while the unit is playing back adisc. It also allows for complete Random Play from all loaded discs. ColorStream component video outputs compatible with today's finest televisionsallow for delivery of stunningly colorful images. Parallel video output lets youconnect your Toshiba DVD player via Composite, S-Video, and/or InterlacedComponent video outputs and watch simultaneous images from eachconnected TV. The bookmark feature allows 5 digital 'bookmarks' to save

favorite locations/scenes on discs loaded inside the player. The bookmarkfeature provides quick access to those scenes the user wants to view again,or demonstrate to friends. Coaxial and optical Toss Link digital audio outputsends the audio signal to an audio/video receiver in its digital form allowingaccess to the Dolby Digital /DTS track encoded on the DVD disc. MP3 audiocompatibility expands the players' functionality to include playback ofcustom music collections encoded via MP3 digital audio format onto CD-R orCD-RW media. 3-D Virtual Surround Sound provides a simulated surroundsound effect from sources that contain only a stereo soundtrack.Convenient when playing older DVD films or for use with home theaters notequipped with Dolby Surround, Dolby Pro Logic, or Dolby Digital playback

systems. Picture Zoom interactive feature allows you to select an area of thepicture you want to zoom in on and magnify. Enhanced digital processingduring moving video or freeze-frame playback produces superior colorfidelity and resolution, even when you're zoomed in. Also can be used toexpand letter-box-only films to increase the viewable area on-screen.

Technical Details

Multi-picture zoom magnifies any point in a given image, with enhanceddigital processing for superior freeze frame or zoom color fidelity andresolution

10-bit 27 MHz video DAC for reduced artifacts and unsurpassed imagequality

Coaxial digital audio output passes digital-audio signal to outboard DolbyDigital/DTS receiver

3D virtual surround sound simulates surround from two speakers orheadphones


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MP3 audio playback and disc navigation

DVD

Media type Optical disc

Capacity ~4.7 GB (single-sided single-layer),~8.50 GB,(single-sided double-layer)

~17 GB (double-sided double-layer - rare)

Read mechanism 650 nm laser, 10.5 Mitt/s (1)

Write mechanism 10.5 Mitt/s (1)

Usage Data storage, video, audio, games
http://en.wikipedia.org/wiki/Optical_dischttp://en.wikipedia.org/wiki/Gigabytehttp://en.wikipedia.org/wiki/Gigabytehttp://en.wikipedia.org/wiki/Gigabytehttp://en.wikipedia.org/wiki/Megabit_per_secondhttp://en.wikipedia.org/wiki/Megabit_per_secondhttp://en.wikipedia.org/wiki/File:DVD.pnghttp://en.wikipedia.org/wiki/Optical_dischttp://en.wikipedia.org/wiki/Gigabytehttp://en.wikipedia.org/wiki/Gigabytehttp://en.wikipedia.org/wiki/Gigabytehttp://en.wikipedia.org/wiki/Megabit_per_secondhttp://en.wikipedia.org/wiki/Megabit_per_second


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EXECUTIVE SUMMARY:Marketing plans are becoming more customers and competitors oriented,better reasoned, and more realistic than in the past. They draw more inputsfrom all the functions and are team developed. Planning is becoming acontinuous process to respond to rapidly changing market conditions.When I will launch a product then I will look a suitable environment for that.

And I have to look in the market also because their so many competitors ofmy product. Market and environmental analysis is very necessary for me, inthe time of developing a product.A Marketing plan is a written document that summarizes what the marketershave learned about the marketplace and indicates how the firm plans to

each its marketing objectives. It contains tactical guidelines for themarketing programs and financial allocation over the planning period. Itsone of the most important outputs of the marketing process.The marketing plan should open with a brief summary for seniors of the maingoals and recommendation. First, we should focus on our goals andrecommendation. We should fix our goal, and make a proper summary forthat. Only then we can achieve our goal. For example: I have to launch aDVD PLAYER, than my goal should be capturing the whole of the market.


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SITUATION -

ANALYSIS:(MARKETETING ENVIRONMENT)MICRO AND MACRO ENVIRONMENT

Factor which always effect on every product while that is old or new:-

There are two kind of environment in the market which affects the new aswell as old product. That is:-

1 Macro Environment2 Micro Environments

Macro Environment: - which is not controllable.(external) Demography Environment

Economic Environment

Culture Environment

Natural Environment

Political Environment

Technological Environment

Micro Environment: - which is controllable (internal) Publics

Supplier

Company

Costumer

Competitors


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A marketing manager must analyze customer needs and choose marketingstrategy variables within the framework of the marketing environment andhow it is changing.A large number of forces shape the marketing environment. To help organizeyour thinking, its useful to classify the various forces as falling into either

the

A company must decide where its going, or it may fall into the trapexpressed so well by the quotation: Having lost sight of our objective, weredoubled our efforts. Company objectives should shape the direction andoperation of the whole business. It is difficult to set objectives that reallyguide the present and future development of a company. The marketingmanager should be heard when the company is setting objectives. Butsetting whole-company objectives within resource limits is ultimately theresponsibility of top management. In this sense, whole-company objectivesare usually outside the marketing managers control.It would beconvenient if a company could set one objective such as making a profit andlet that serve as the guide. Actually, however, setting objectives is muchmore complicated, which helps explain why its often done poorly or notdone at all. The following three objectives provide a useful starting point forsetting a firms objectives. They should be sought togetherbecause in thelong run a failure in even one of the three areas can lead to total failure ofthe business. A business should:

Engage in specific activities that will perform a socially andeconomically useful function.

Develop an organization to carry on the business and implement itsstrategies.

Earn enough profit to survive.

The first objective says that the company should do something useful for

society. This isnt just a do-gooder objective. Businesses cant exist withoutthe approval of consumers. If a firms activities appear to be contrary to theconsumer good. So,

1. Economic environment: - The economic conditions of thecountry affect the sale of a product. The available purchasing power in aneconomy depends on current income, prices, savings, and debt and creditavailability. We must pay careful attention to trends affecting purchasingpower, because they have a strong impact on business.


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If the per capita real income of the country is low then the people willswitch to other cheap products in the music. However the high class peoplewill switch to my product. That is why I have segmented the market on thebasis of income .I have made DVD for various income classes. Various pricesof the product are available.

2) Social-cultural environment: - Society shapes the beliefs, valuesand norms largely define consumer taste and preferences. This environmentdirectly affects my companys product through consumers taste. Tastes ofpeople differ some people like quality ,some, features, some durability andothers looks .

3) Technological environment: - Technology shapes the future ofany society. I must constantly watch changes in technology for keeping trackof competition and customer wants. It plays an important role in determiningthe type and quality of goods and services to be produced and the type ofplant and equipment to be used. As consumers in world markets createddemand, new industrializing countries captured the opportunity. So I mustimplement that type of technology, so that I can produce best qualityproduct at lower cost of production.

4) Political-legal environment: - The political environment has a

major effect on the way financial services industry carries out their business.Parliament passes out legislation to these organizations who then apply it tobusiness in the financial sector which influence the way they go about theirbusiness. The three main forces within the political environment are Nationaland Local government, the EU and different regulatory bodies. Theseregulatory bodies approach to the supervision of those it regulates will be toapply these principles, other rules, laws, government agencies and pressuregroups that influence and limit various organizations and individuals.


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MARKET ANALYSIS:MARKET SEGMENTATION AND TARGATING:

I have segmented the market on various basis like: AGE : I made the segmentation on the basis of age. As, today the

craze of music is widely increasing among youngsters so they willbe my main targets.

INCOME: I have segmented the market on the basis of income sothat every class of society gets benefit from my product. High classpeople would like to buy expensive and high quality product and formiddle class people quality hardly matters.

PORTERS FIVE FORCES ANALYSIS:Porter's 5 forces analysis is a framework for the industry analysis

and business strategy development developed by Michael E. Porter ofHarvard Business School in 1979. It uses concepts developed in IndustrialOrganization (IO) economics to derive 5 forces that determine thecompetitive intensity and therefore attractiveness of a market.

1) The threats of substitute products: - the existence ofsubstitutes can be the threats .If I increase price of my product people willshift to other substitutes .Also if the competitors decrease the price of

substitutes it can also can affect the behavior of consumer, because theconsumer is rational.

buyer propensity to substitute relative price performance of substitutes buyer switching costs perceived level of product differentiation


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2) The threat of entry of new competitors:-It is also possiblethat new competitors may enter into the market because it is an everincreasing market that will go for ever. Profitability market increases theproducers or competitors and competitor arise so profitability decreases.

The existence of barriers to entry (patents, rights, etc.)

economies of product differences

brand equity

3) The intensity of competitive rivalry: - This is the majordeterminant of the competitiveness of the industry. Sometimes rivalscompete aggressively and sometimes rivals compete in non-pricedimensions such as innovation, marketing, etc. I will try to bring newinnovations in my product to survive in the market.

number of competitors rate of industry growth intermittent industry overcapacity exit barriers

4) The bargaining power of customersThe bargaining power of

the customers does matter a lot. The ability of customers to put the firmunder pressure affects the customer's sensitivity to price changes.

buyer concentration to firm concentration ratio bargaining leverage, particularly in industries with high fixed costs buyer volume buyer switching costs relative to firm switching costs buyer information availability

5) The bargaining power of suppliersSupply of raw materials, components, and services (such as expertise) to thefirm can be a source of power over the firm. Suppliers may refuse to workwith the firm, or e.g. charge excessively high prices for unique resources.

supplier switching costs relative to firm switching costs degree of differentiation of inputs


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presence of substitute inputs

These factors are likely to affect my company and I will have to considerand accept to their conditions.

Competitors

In 2006, a new format called Blue-ray Disc (BD), designed by Sony, Philips,

and Panasonic, was released as the successor to DVD. Another format, HDDVD, competed unsuccessfully with this format in the format warof 2006 to2008. A dual layer Blue-ray Disc can store 50 GB

However, unlike previous format changes (e.g. vinyl records to compact disc,VHS videotape to DVD), there is no immediate indication that production ofthe standard DVD will gradually wind down, as they still dominate witharound 97% of video sales and approximately one billion DVD player salesworldwide Consumers. Initially were slow to adopt Blue-ray, partly due to thecost. Currently, Blue-ray players are selling for as low as $198 USD, whiletitles retail for as little as $9.86 USD (but are usually higher in price than SD

DVD releases). One also requires a high-definition TV and appropriateconnection cables to take advantage of Blue-ray disc. Some analysts suggestthat the biggest obstacle to replacing DVD is due to its installed base; a largemajority of consumers are satisfied with DVDs. The DVD had succeededbecause it offered a compelling alternative to VHS. In addition, -ray playersare designed to be backwards compatible, allowing older DVDs to be playedsince the media are physically identical; this differed from the change fromvinyl to CD and from tape to DVD, which involved a complete change inphysical medium.

This situation can be best compared to the changeover from 78 rpm shellac

recordings to 45 rpm and 33 1/3 rpm vinyl recordings; because the mediumused for the earlier format was virtually the same as the latter version (a diskon a turntable, played using a needle), phonographs continued to be built toplay obsolete 78s for decades after the format was discontinued.Manufacturers have announced standard DVD releases well into 2009, andthe format remains the preferred one for the release of older televisionprograms and films, with some programs such as Star Trek: The Original
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Series requiring reediting and replacement of certain elements such asspecial effects in order to be better received in high-definition viewing.

BENCHMARKING:-

Benchmarking is used to ascertain how well we are doing against thecompetition. Are there areas that you can learn from the competition? Arethere ideas in markets outside our own that would be worth bringing into ourmarket to give us a competitive advantage? Our competitors can also be asource for information about the general market. Their advertising andmarketing is telling us something about the messages and approaches thatthey think are applicable to your market. If they have done their research,we can learn from their approaches

CONSUMER ANALYSIS:

(Consumer behavior)

It is the study of how individuals, groups and organizations select, buy, use &dispose of goods, services, ideas or experiences to satisfy their needsand wants.

We study of consumer by following ways:

1. Demographics:-In this we divide consumer on the basis of variablessuch as age, family size, gender, income, occupation, education, religion,race, generation, nationality & social class. For example I have divided theconsumers on the basis of income, age, family size. For example on the basisof age I will mainly target the youth.

2. Psychographics: - In this we assess consumers at mental level todetermine choices for buying the products. This process includes motivation,perception, learning, beliefs & attitudes.

Motivation: - It refers to way in which urges, drivers, desires,aspiration, needs direct, control or explain the behavior ofhuman beings. Motivation has close relationship withconsumer behavior. So with the help of motivation we cancalculate the consumer feelings for the product. By the help
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of effective advertisements I will try to motivate thecustomers to buy my product.

Perception: - It is the process by which consumer selects,organizes and interprets information inputs to create ameaningful picture of the product. By the help of

advertisements and influential brand ambassadors we canmake the customers perceive good about our products. Learning: - It includes changes in our behavior arising from

experience. Most human behavior is learned, although muchlearning is incidental. I will try to see how customers havepreviously responded to the products and how they havereacted to them after buying them once.

Nature of buying decision

Buying decision includes how the customer evaluates various alternatives tobuy the product. It includes various steps like:

1. Problem recognition: - In this the customers see where from theneed has risen or the product. Need can arise from various sources likefamily friends. The need for my product i.e. cornflakes can arise when somefriend who is also using my product tells u about it or recommends it for yourchildren. Problem recognition is that result when there is a difference

between one's desired state and one's actual state. Consumers aremotivated to address this discrepancy and therefore they commence thebuying process.

Sources of problem recognition include:

An item is out of stock Dissatisfaction with a current product or service Consumer needs and wants Related products/purchases Marketer-induced New products

The relevant internal psychological process that is associated with problemrecognition is motivation. A motive is a factor that compels action.

2) Information search: - Once the consumer has recognized aproblem, they search for information on products and services that can solve


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that problem. Belch and Belch (2007) explain that consumers undertake bothan internal (memory) and an external search.

Sources of information include:

Personal sources Commercial sources Public sources Personal experience

The relevant internal psychological process that is associated withinformation search is perception. Perception is defined as 'the process bywhich an individual receives, selects, organizes, and interprets information tocreate a meaningful picture of the world

3. Generation of Alternatives

Rarely an active search not considered a significant decision Typically 1 day

long

Variety seeking buying behaviour

Main sources of information include Word of Mouth, TV, Point of Sale and

Magazines

Process of Perception

4. Information evaluation: - After the customers search theinformation about the product they will evaluate various alternatives. At thistime the consumer compares the brands and products that are in theirevoked set. How can the marketing organization increase the likelihood thattheir brand is part of the consumer's evoked (consideration) set? Consumersevaluate alternatives in terms of the functional and psychological benefits

that they offer. The marketing organization needs to understand whatbenefits consumers are seeking and therefore which attributes are mostimportant in terms of making a decision.

5. Purchase decision: - Once the alternatives have been evaluated,the consumer is ready to make a purchase decision. Sometimes purchase


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intention does not result in an actual purchase. The marketing organizationmust facilitate the consumer to act on their purchase intention. The provisionof credit or payment terms may encourage purchase, or a sales promotionsuch as the opportunity to receive a premium or enter a competition mayprovide an incentive to buy now. The relevant internal psychological process

that is associated with purchase decision is integration.

6. Postpurchase evaluation: - I will have to check out whether thecustomers go repurchase or not .After the purchase consumer might like torationalize the purchase decision. The consumer would go for post-purchasesaction and uses of products. Post-purchase satisfaction is the function oftrade off between the expectation and the performance achieved.

INTERNAL BUSINESS ANALYSIS:

1) Financial position: - The financial position of my company is good. Ihave enough funds to compete in market .My company has good financialrecord. The assets of the company are greater than liabilities that show the

company is in good position. The company is earning increased amounts ofprofit.

2) Skills: - In my company, educated and qualified staff or people arethere, who have best abilities and skills. Who have new ideas to compete inmarket.

3) Time: - In my company there is flexibility in timings. Work occurs inthree shifts .This makes the employees feel comfortable at work.

4) People: - In my company people are divided into 3 management level. Top level management, consists of managers who make strategies, takedecisions and implement them in company. Middle level management: thereare managers who follow the order of top level managers and control onlower level management. In lower level management: there are supervisorsand labor.


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Objectives:

1) Financial objective: To make the best financial plan. Earn net profit nearly Rs. 1 crore lakh per year. Every year reduce losses nearly 10%. Make reserve & surplus nearly 5% per year.

2. Marketing objective:Introduce a product that all sections of people like and get benefit from it.

Capture as many customers as I can get from allsections of society. ``

My objectives will be that the customers are satisfied bymy product and they become loyal to my product.

My objective will be to increase the sales of thecompany and for that I will adopt various strategies like

good promotion like advertisements, newspapers,hoardings, brochures, etc.

3. Long term objective:To make a strong position in the market for long term.

Provide best possible services to the people. To introduce new and modern stylish products in market. To forecast the coming challenges of competition in market.


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SWOT ANALYSIS: Internal strengths:- The main strength of my product is that it is

highly stylish with good quality and strong body.The main strength ofmy company is quality & new innovations in products. The mainfeature of my product is that it is available in different shades and it ismanufactured in such a way that it is pure in quality and is easilyavailable at reasonable rates. The strength of my company is thatthere are a large number of ranges that suits every persons taste.

Internal weakness:-The Companys weakness is that theelectronics industry is becoming more stagnant and there has been alittle room for growth. The main weakness of my product is that itsuffers from the new innovative features which are rapidly changingand its not easy to implement all.

EXTERNAL OPPORTUNITIES:- The main opportunities to mycompany is that the my competitors price is very high and people inIndia rarely buy that .So I have introduced the different prices for

different classes of people. This is the main competitive advantage ofmy product over other companies.

External threats:-The main threat to my company is SAMSUNGthat is the main competitor in INDIA. But in this regard I have adopted


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certain strategies like I launch products that are more affordable andcompatible so that people like my product. The threats are also fromother products that can be used as substitutes.

Marketing ResearchSteps:

Once your problem is better defined, you can move onto developingmarketing research approach, which will generally be around a defined set ofobjectives.

Clear objectives developed will lend themselves to better marketing researchapproach development. Developing your approach should consist of honestlyassessing you and your teams market research skills, establishing a budget,understanding your environment and its influencing factors, developing ananalysis model, and formulating hypotheses.

Overall Theory of the Marketing Research

Approach

What is your overall theory and hypothesis?

What do you intend to prove or disprove? What actions are your company willing to take based upon survey

results? What are the internal/external roadblocks that will need to be

overcome to drive results?


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Marketing Research Design:

I designed the market research in a very effective manner. One thousandconsumers were asked a series of questions about the DVD and were shownsome initial designs. In particular, the researchers wanted information about

the impact of the designs on the shelf, the ease of recognition and the clarityof the brand name and product. The results of the market researchconfirmed that one design led the field. It highlights the M logo, the bigadvantage of using the 'N' logo was that it was a protectable brand image.Other competitors would not be able to imitate it. Having decided on the newcorporate brandicon, the designers had to incorporate it into the design ofthe packaging for all 29 individual brands

.The latest computer technology was used to digitally generate the artwork

in a more modern style. For each product the image was designed to wraparound the box and each side, including the bottom have also been given astrong branded look. The only part of the old design to be kept was theusage information, which had itself been re-designed in 1998 and had evenreceived recognition from the Plain English Campaign for the clarity of itsexplanations. This had already proved to be very consumer friendly and a bigsuccess so it was simply incorporated into the new design .It was essentialnot to alienate consumers with radical new designs and it was important tomaintain the individuality of each brand. This is known as the brand equityand means the value of a brand that has been built up over a number ofyears. Although the changes in the corporate image were quite radical, the

designs of the individual brands retained enough elements to be instantlyrecognizable. Based upon a well-defined approach, a framework for thedesigning your marketing research design should be apparent.

Marketing research design is the most encompassing of all steps in themarketing research process, requiring the greatest amount of thought, timeand expertise and is the point at which those less experienced withmarket research will obtain assistance from an internal market researchexpert or perhaps partner with an external marketing research provider.

Marketing Research Data Collection

Marketing research data collection (often called survey fielding) is the pointat which the finalized questionnaire (survey instrument) is used in gatheringinformation among the chosen sample segments. There are a variety of datacollection methodologies to consider.
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Market research data collection methods:

Computer Assisted Telephone Interviewing (CATI) Internet survey Mail survey

Mall intercepts Traditional telephone interviewing Internet panel Mail panel In-home panel

Survey Data Analysis

Any survey data analysis will depend on how the survey questionnaire wasconstructed. Less complex survey data analysis can be handled with any of anumber of office suite tools, while more complex questionnaire data analysisrequires dedicated market research analysis programs.

Make the decision:

After collecting all information, after analyzing, the next and last step istaking decision. This step is based on above informations. The aboveinformation was used to take necessary steps to make changes in theproduct to cope with the changing tastes.

After the process, of collecting all the information about my product .On thebasis of this research result, I will take all the decisions of present as well asfuture.

CONSIDER OTHER FACTORS INFLUENCING

1. COST:

Your marketing strength. Access to low cost materials and effective production. The experience of your enterprise. The complexity of introduction problems such as lack of adherence to

industry standards, unavailability of materials, poor quality control,


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regulatory problems and the inability to explain the benefits of theoffering to the prospect.

The effectiveness of the enterprise infrastructure in terms oforganization, recruiting capabilities, employee benefit programs,customer support facilities and logistical capabilities.

Distribution effectiveness as measured by history of relations, theextent of channel utilization, financial stability, reputation, access toprospects and familiarity with your offering.

Technological efforts likely to be successful as measured by thestrength of the development organization.

2. Profit Potential or Financial Structure:


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Potential for competitive retaliation is based on the competitors resources,commitment to the industry, cash position and predictability as well as thestatus of the market.

The enterprise's ability to construct entry barriers to competition such as thcreation of high switching costs, gaining substantial benefit from economies

scale, exclusive access to or clogging of distribution channels and the abilityclearly differentiate your offering from the competition.

The intensity of competitive rivalry as measured by the size and number ofcompetitors, limitations on exiting the market, differentiation between offerand the rapidity of market growth.

The ability of the enterprise to limit suppliers bargaining power. The enterprise's ability to sustain its market position is determined by the

potential for competitive imitation, resistance to inflation, ability to maintainhigh prices, the potential for product obsolescence and the 'learning curve'faced by the prospect.

The availability of substitute solutions to the prospect's need. The prospect's bargaining power as measured by the ease of switching to a

alternative, the cost to look at alternatives, the cost of the offering, thedifferentiation between your offering and the competition and the degree ofprospect's need.

Market potential for new products considering market growth, prospect's nefor your offering, the benefits of the offering, the number of barriers toimmediate use, the credibility of the offering and the impact on the customedaily operations.

The freedom of the enterprise to make critical business decisions without un

influence from distributors, suppliers, unions, investors and other outsideinfluences.


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New Product

Development-Process:When any product lunch in the market so every businessman adopts the following concept and Iwill also adopt the following concept:-

IDEA GENERATITION

IDEA SCREENING

CONCEPT OF DEVELOPMENT

TESTING MARKETING STRATEGY

BUSINESS ANALYSIS

PRODUCT DEVELOPMENT

TEST MARKETING

COMMERSIALIZATION

IDEA GENERATION:The first step of new product development process starts with the search for

ideas .New product development requires gathering ideas to be evaluated aspotential product options. For many companies idea generation is anongoing process with contributions from inside and outside the organization.Many market research techniques are used to encourage ideas including:running focus groups with consumers, channel members, and the companyssales force; encouraging customer comments etc. Customer needs andwants are the logical place to start the search. Employees throughout thecompany can be source of ideas for any product.

1. SCREENING:

In Step 2 the ideas generated in Step 1 are critically evaluated by companypersonnel to isolate the most attractive options. Depending on the numberof ideas, screening may be done in rounds with the first round involvingcompany executives judging the feasibility of ideas while successive roundsmay utilize more advanced research techniques. Acceptable ideas move onto the next step.


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3. CONCEPT DEVELOPMENT AND TESTING:

With a few ideas in hand we will now attempts to obtain initial feedback fromcustomers, distributors and from my own employees. A product idea can beturned in to several concepts. First question is who use the product. Furtherits different varieties. Generally, focus groups are convinced where the ideasare presented to a group, often in the form of concept board presentations(i.e., storyboards) and not in actual working form. During focus groups withcustomers I will see information that may include: likes and dislike of theconcept; level of interest in purchasing the product; frequency of purchaseand price this comes under concept testing.

4. BUSINESS ANALYSIS

Now in Step 4 the process becomes very dependent on market research asefforts are made to analyze the viability of the product ideas. Much effort isdirected at both internal research, such as discussions with production andpurchasing personnel, and external marketing research, such as customerand distributor surveys, secondary research, and competitor analysis. Bybusiness analysis we come to know about estimating total sales, costs andprofit.

5. PRODUCT AND MARKETING MIX DEVELOPMENT

Ideas passing through business analysis are given serious consideration fordevelopment. Companies direct their research and development teams toconstruct an initial design or prototype of the idea. I will also begin toconstruct a marketing plan for the product. Once the prototype is ready themarketer seeks customer input. In addition to gaining customer feedback,this step is used to gauge the feasibility of large-scale, cost effectiveproduction for manufactured products. Mainly at this stage the company willdetermine whether the product idea can be translated in to a technicallyproduct

6. COMMERCIALIZATION:-Marketing timing is critical. If a firm learns that a competitor is nearing theend of its development work, it can choose: first entry(being first to market,

locking up key distributors and customers, and gaining reputational

leadership; however, if the product is not thoroughly debugged, it can

acquire a flawed image);parallel entry(launching at the same time as a rival

may gain both products more attention from the market); or late entry


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(waiting until after a competitor has entered lets the competitor bear the

cost of educating the market and may reveal problems to avoid).

PRODUCT STRATEGY:It may be defined as a bundle of utilities consisting of various product

features and accompanying services. My marketing strategy with regard toproduct will be to show the various features of the product:

High quality. All basic an innovative features Longer shelf life. Stylish and modern looks Different shades and shapes

Product mix: -

It refers to all the products offered by a firm. It should be differentiated fromthe product line, which refers to the group of products which are classifiedtogether for reasons of similarities on any one of the several criteria such as

customer needs, market served, and channel used, or technology used inmanufacture.

In my company, the product mix refers to the various products offeredto the people like other CD and VCD players.


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Product life cycle:

The product life cycle goes through many phases, involves manyprofessional disciplines, and requires many skills, tools and processes.

Product life cycle (PLC) has to do with the life of a product in the market withrespect to business/commercial costs and sales measures; whereas productlifecycle management (PLM) has more to do with managing descriptions andproperties of a product through its development and useful life, mainly froma business/engineering point of view.

To say that a product has a life cycle is to assert four things:

That products have a limited life, Product sales pass through distinct stages, each posing

different challenges, opportunities, and problems to the

seller, Profits rise and fall at different stages of product life cycle,

and Products require different marketing, financial,

manufacturing, purchasing, and human resource strategiesin each life cycle stage.


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The different stages in a product life cycle of my product are:

1. Market introduction stage

Cost was high Sales volume was low because people were not aware of the

product. No or little competition. Demand has to be created. Customers have to be prompted to try the product. Heavy expenditure on the advertisement to make the people aware

of the product. Profits are low in this stage.

I visualized the various markets which I could enter because I knew that Icould not enter all of them at once. I analyzed the profit potential of eachproduct market singly and in combination and decided on a marketexpansion path. Then I moved the product into another market .I thensurprised the competition by developing a second product for anothermarket. I then took the second product to the first market and then launcheda third product for the first market. My game plan worked and I served themarket with two or three products.

2. Growth stage

costs reduced due to economies of scale and Sales volume increases significantly. Profitability. Public awareness. Competition begins to increase with a few new players in

establishing market. Prices to maximize market share.

I improve product quality and added new product features and styling. I alsoentered new market segments. I also increased distribution coverage andentered new distribution channels. I also shifted from product awarenessadvertising to product preference advertising. I also lowered the prices toattract the new layers of price sensitive buyers.


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3. Mature stageCosts are very low as you are well established in market & no need for

publicity.

sales volume peaks increase in competitive offerings prices tend to drop due to the proliferation of competing products brand differentiation, feature diversification, as each player seeks to

differentiate from competition with "how much product" is offered Industrial profits go down.

I will take various actions:

1) Converting non users.

2) Entering new market segments.

3) Winning competitors customers.

4) Use the product on in new ways.

5) Improve the product.

4. Saturation and decline stage

Costs become counter-optimal Sales volume decline or stabilize Prices, profitability diminish Profit becomes more a challenge of production/distribution

efficiency than increased sales.

I increased the firms investment to dominate the market or strengthen thecompetitive position and maintained the firms investment level until theuncertainties about the industry.


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Product lifecycle management (PLM)

The process of managing the entire lifecycle of a product from itsconception, through design and manufacture, to service and disposal. PLMintegrates people, data, processes and business systems and provides aproduct information backbone for companies and their extended enterprise.

Documented benefits include:

Reduced time to market Improved product quality Reduced prototyping costs Savings through the re-use of original data

A framework for product optimization Reduced waste Savings through the complete integration of engineering workflows

Product Lifecycle Management (PLM) is more to do with managingdescriptions and properties of a product through its development and usefullife, mainly from a business/engineering point of view; whereas Product lifecycle management (PLCM) is to do with the life of a product in the marketwith respect to business/commercial costs and sales measures.

Product lifecycle management (PLM) is the title commonly applied to a set of

application software that enables the New Product Development (NPD)business process.

Within PLM there are four primary areas;

1. Product and Portfolio Management(PPM)2. Product Design3. Manufacturing Process Management (MPM)4. Product Data Management (PDM)


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Packaging, Branding

and Labelling:IndustryThe emphasis on packaging by manufacturers significantly increased duringthe period.

Research shows that one can significantly differentiate the product on visualappeal color and shape of the packet, attract attention and package sizeshould be determined by consumer usage

Target Audience

A research and consulting firm says the three essentials for appealing toteens and teens (who comprise a part of our target consumers) are: aproduct should be new, different and just for them. Packaging cancommunicate all three essentials.

The colors of the product, the logo design, the shape of the package can allsay cool.

There are practical aspects to package design for this market as well. Suchas the fact that teens have smaller hands so products should be scaled forthem to hold packages comfortably. They need products that they can takewith them. This age group is very savvy about products and not easilyforgiving.

Packaging

Requirements of good packaging:

Functional - effectively contain and protect the contents Provide convenience during distribution, sale, opening, use, reuse, etc. Be environmentally responsible Be cost effective Appropriately designed for target market


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Eye-catching (particularly for retail/consumer sales) Communicate attributes and recommended use of the product and

package Compliant with retailers' requirements Promotes image of enterprise

Distinguishable from competitors' products Meet legal requirements for product and packaging Point of difference in service and supply of product. For a perfect product, perfect color.

Forms of packaging:

Specialty packaging emphasizes the elegant character of theproduct

Packaging for double-use Combination packaging two or more products packaged in the same

container Kaleidoscopic packaging packaging changes continually to reflect a

series or particular theme Packaging for immediate consumption to be thrown away after use Packaging for resale packed, into appropriate quantities, for the

retailer or wholesaler

Branding

A brand is a name, term, design, symbol, or other feature that distinguishesproducts and services from competitive offerings. A brand represents the

consumers' experience with an organization, product, or service.

A brand has also been defined as an identifiable entity that makes a specificpromise of value.

Branding means creating reference of certain products in consumers mind.

Co-branding involves marketing activity involving two or more products.

Brand Name:-

A brand is a collection of images and ideas representing an economicproducer; more specifically, it refers to the descriptive verbal attributes andconcrete symbols such as a name, logo, slogan, and design scheme thatconvey the essence of a company, product or service."
http://en.wikipedia.org/wiki/Co-brandinghttp://en.wikipedia.org/wiki/Co-branding


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Brand Name for my product is, OSCAR, product name is- MATRIX and thelogo is:

The tag line for my product is:

The product name must suggest something like my brand name suggestsmusic in every bit of life.

Brand Personality

SEX: FemaleAGE: 20 yearsNATIONALITY: Indian

ASH is a generation X girl. She knows what she wants and how to get there.Shes the sweetheart of the gang, an Indian Julia Roberts. ASH is an icon fortodays youth so definitely that will make positioning in the mind of thecustomers strongly.

Brand Image

A symbolic construct created within the minds of people and consists of allthe information and expectations associated with a product or service. As faras my product is concerned its image is very good in the minds of people.

Brand equity

The added value endowed on products and services. It may be reflected inthe way consumers think, feel and act with respect to the brand, as well as inthe prices, market share, and profitability the brand commands for the firm.


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B.C.G matrix for product portfolio analysis :

Cash cows are units with high market share in a slow-growing industry.These units typically generate cash in excess of the amount of cashneeded to maintain the business. They are regarded as staid andboring, in a "mature" market, and every corporation would be thrilledto own as many as possible. They are to be "milked" continuously withas little investment as possible, since such investment would bewasted in an industry with low growth.

Dogs , or more charitably called pets, are units with low market share ina mature, slow-growing industry. These units typically "break even",generating barely enough cash to maintain the business's marketshare. Though owning a break-even unit provides the social benefit ofproviding jobs and possible synergies that assist other business units,from an accounting point of view such a unit is worthless, notgenerating cash for the company. They depress a profitable company'sreturn on assets ratio, used by many investors to judge how well acompany is being managed. Dogs, it is thought, should be sold off.

Question marks (also known as problem child) are growing rapidly andthus consume large amounts of cash, but because they have lowmarket shares they do not generate much cash. The result is large net

cash consumption. A question mark has the potential to gain marketshare and become a star, and eventually a cash cow when the marketgrowth slows. If the question mark does not succeed in becoming themarket leader, then after perhaps years of cash consumption it willdegenerate into a dog when the market growth declines.


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Question marks must be analyzed carefully in order to determinewhether they are worth the investment required to grow market share.

Stars are units with a high market share in a fast-growing industry. Thehope is that stars become the next cash cows. Sustaining the business

unit's market leadership may require extra cash, but this is worthwhileif that's what it takes for the unit to remain a leader. When growthslows, stars become cash cows if they have been able to maintain theircategory leadership

My company is in the STARS STAGE

Trademarks

Significance of a trademark:

Distinguishes one company's goods from those of another Serves as advertisement for quality Protects both consumers and manufacturers Used in displays and advertising campaigns Used to market new products

PRICING STRATEGY:


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Pricing is one of the four Ps of the marketing mix. The other three aspectsare product, promotion, and place. It is also a key variable in microeconomicprice allocation theory. Price is the only revenue generating elementamongst the 4ps, the rest being cost centers. Pricing is the manual orautomatic process of applying prices to purchase and sales orders, based on

factors such as: a fixed amount, quantity break, promotion or salescampaign, specific vendor quote, price prevailing on entry, shipment orinvoice date, combination of multiple orders or lines, and many others.

From the marketers point of view, an efficient price is a price that is veryclose to the maximum that customers are prepared to pay. In economicterms, it is a price that shifts most of the consumer surplus to the producer.A good pricing strategy would be the one which could balance between theprice floor (the price below which the organization ends up in losses) and theprice ceiling (the price beyond which the organization experiences a nodemand situation).

Price is the one element of the marketing mix that produces revenue; theother element product costs. Prices are perhaps the easiest element of themarketing program to adjust; product features, channels, and evencommunications take more time. A well- designed and marketed product cancommand premium and reap big profits. Price places an important role inpurchasing a product. Some people can easily get their things at any pricebut there is poverty in India, so poor people can only able to buy thatproduct which is at lower cost. So while to fix the price of my product, I willfix that price for all the people. So that poor people can also purchase thisketchup for their children.

Factors which are effect to the price of product: Cost of the product.

Demand

Competitors

Cost of the product: - cost always effect on the product. Every company wants more profit.

So firstly I have to set price money. That will give me profit. Then I will give some profit to

people also. I will give some special thing with my DVD player. It can be some types of CD,

DVD, and head phones. They attract the youth and they will force their parents to buy that.

Demand: - I can analysis the demand of my so if the demand of my product is high then I will

increase my product level, I will give them more facilities, I will launch some extra shapes and

shades with new features.


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Competitors: - The price is mostly affected by competitors. I will fix the price of my product

to see the prices of my competitors of that same product.

TO SETTING THE PRICE OF THE PRODUCT EVERY PRODUCERS HAVE TO PASS

THROUGH THIESE STAGES:-

1. SELECTING THE PRICING OBJECTIVES: - While to set the prices

objectives we will also see maximum current profit, maximum market

share, maximum market skimming, product quality leadership and some

of other objectives.

2. DETERMINING DEMAND: - While to determining the demand of my

DVD Player, I have to estimate demand curves. We will have to see the

price elasticity of demand also.

3. ESTIMATED COSTS: - In this third step I will estimate the cost of my

product because without judging the cost we cannot reach in the level of

loss or profit. First I will estimate the types of the cost and levels of

production, and then I will accumulate production. At last targeting the

cost.

4. SELECTING A PRICING METHOD: - The process to select the price we

have to follow some method that are:

Markup pricing.

Target-return pricing.

Perceived-value pricing.

Value pricing.

Going-rate pricing.

Action-type pricing.

5. SELECTING THE FINAL PRICE: After passing through these steps I will

at last fix the price of my product.


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LAUNCHING-

CAMPAIGN:After pricing the product its time for launching a campaign in market sothat people should aware of the price and about that product also.Retailers, wholesalers and other people were invited in the campaigns whoare interested in buying and selling the product produced by that verycompany. Suppose we have now manufactured a new version of DVDPLAYER with more comfort, attractive style and stylish look to attract theyoungsters. Now the wholesalers, retailers and other parties attending thecampaign will get aware of the innovative styles and will boost the sales forthe company. In the campaign we discuss about the innovations and the

features made in that very product

For launching new product in the market the campaigning is very important.Most of the companies use tag lines to attract the customers to buy theirproducts. It helps in grabbing the attention of the customers towards theirproduct. "The challenge was not only to come up with a range that matchedcompetition in the market, but to come up with it in a cost-effective manner.Since the focus of my OSCAR Company is to capture a larger share in massmarketing. So our campaign must be aimed at the YOUNG GENERATION, andhas been shot in a distinctly urban environment. A survey and found that themarket share of companies rises by campaigning or making tag line so it is

beneficial for our company to made the tag line which tells about thepromising of the product. The campaigning is very essential for the product ifnewly launch in the market because of boost sales or increasing brandawareness about the product.


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Positioning:The Surface Meanings

The definition of positioning is accepted and used by people widely.However, if we do a sample survey of business managers and marketingpersonnel, and some people who are working in the field of marketingconsulting services and the advertising industry for their understanding of"positioning. It seems that even many professional people, just simplyaccepted and memorized the term "positioning", and use it in some specificsituations! Few people truly consider "positioning" as a tool and how to put itin to practice.

Different positioningPositioning is to express the process. Any country, company, organization,individual, product and service could use this method to occupy a position

in the minds of consumers.Positioning of MATRIX DVD - PLAYER is being done very effectively in theminds of customers. It is depth study of the target audience from theperspective of the audience themselves in order to choose information todistribute effectively and guarantee a way to provide consistentcommunication. This will create a method which results in consumersmemorizing the company in a certain way. Using common language toexpress these ideas we have given it the following term; the what to say

approach.The principle of positioning created a new era. With this concept widelyknown and accepted by the people, marketing experts also tried to connectthis principle with the existing marketing theory systems. Thus we have theclassic "S-T-P" steps, S stands for segmentation; T stands for targeting and Pstands for positioning which is something that occupies a certain place in theminds of the consumers with its unique design in supplies. It is not just ameans of communication, but also holds meaning of unique design insupply." In other words, the meaning of "positioning" is how to design theproducts, how to price them and what special services should be provided.Obviously, providing uniqueness in supply has actually become the key work

of marketing! Therefore, "positioning" changed from a means ofcommunication to the core point of marketing. Marketing experts havecompletely accepted the term "positioning", admitted the positive influenceof\adding "positioning" to Marketing Theories and have since enriched itsmeaning. Frankly speaking, from the perspective of marketing experts,"positioning" is not just matter of "what we should say"; it has become "whatwe should sell". When marketing experts promote the, "S-T-P" method,strategic positioning", starts to become the focus of discussion.


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Promotion:It consists of a collection of incentives tools, mostly short term, designed tostimulate quicker or greater purchase of particular products or services byconsumer or the trade.

Objectives of promotion:

To provide the information about availability, characteristics, main useand alternative uses of particular products.

It creates awareness and builds consumer interest in new products andnew technology.

It differentiates the product from existing products. It highlights the utility of new products. These promotional activities may be used to build a favorable public

image.

Promotion mix:

It is used to refer to the combination of different kinds of promotional toolsused by a firm to advertise and sell its products. It includes personal selling,advertising, public relation, publicity and sales promotion. Promotion is done

through various marketing communications which are the means by whichfirms attempt to inform, persuade and remind consumers directly orindirectly about the product and brands that they intend to sell in themarket.

The marketing communication mix consists of six major modes ofcommunication.

Advertising: Any paid form of non personal presentation and promotion

of ideas, goods or services by an identified sponsor. Sales Promotion: A variety of short term incentives to encourage trial

or purchase of product or a service. Events and experiences: Company sponsored activities and

programme designed to create daily and special brand relatedinteractions.


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Public relations and publicity: A variety of programs designed topromote or protect a companys image or its individual product.

Direct marketing: Use emails, telephone, fax or internet tocommunicate directly with or solicit response or dialogue from specificcustomers and prospects.

Personal selling: Face to face interaction with one or more prospectivepurchaser for the purpose of making the presentations, answeringquestions and procuring orders.

ADVERTISEMENTS TELEVISION ADS - Television is the most powerful advertising medium

and reaches a broad spectrum of consumers. I will give the ads of my

DVD Player on different T.V channels

PRINT ADS - I will give advertisement on two major print media -

magazines and newspaper. The advertisement on magazines and

newspaper will give the features of my DVD Player.

RADIO ADS - Through radio ads the approach of my product will go to

the persons who are living in the rural areas and villages they have no

knowledge of these print ads.

PUBLIC SPACES - Traditional T.V will be given on unconventional places

such as movies, airlines and lounges as well as classrooms, sports

arenas and hotel elevators and other public places. Billboards type

poster ads are showing up everywhere.

PRODUCT PLACEMENT - I will promote it through product placement.

INTERNET- for the promotion of my DVD PLAYER I have also made aweb site who will provide a totally information about ABC.

Sales promotion

It includes those marketing activities, other than personal selling,advertising and publicity that stimulate consumer purchasing and dealereffectiveness, such as displays, shows and expectations, demonstration andvarious non-recurrent selling efforts not in the ordinary routine.

Requirement of sales promotion:

By the help of the sales promotion the sales of the company will beboosted.

I will attract new customer by giving attractive gifts. Creating goodwill among the present as well as prospective customers. Creating good public image of the product and the firm.


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Techniques of sales promotion:

By distributing samples. Discount or price off: I give 10% discount on the 500 gm pack. Coupons discount: I also gave a discount of 10% to the customers.

Public relation: I have healthy relations with each customer because ofmy best services.

Free offers: I also give free offers like I give free CDs, DVDs, and headphones

Relationships are key to success in the business. As the business is on itsinitial stage of expansion so we would surely look to advertise our brand on alarger scale and for that the promotion concept is to be taken with utmostdue care. The above said marketing promotional tools will be considered and

a complete mix of all will be initiated with special efforts on advertisementon television and newspapers and personal selling will remain our mostimportant means of promotion. Direct mail, in the form of personal letterswill also be used to communicate with potential clients and no doubt thetimely incentive offers will be provided to the customers.

PROMOTIONAL STRATEGIES

Promotional strategies means;

How to use the product? Where the product is available? The quality of product Features of the product

VARIOUS STRATEGIES OF PROMOTION

There are two broad strategies of promotion

1. Pull strategy2. Push strategy

Pull strategy-Directing promotions at target market in an effort to getthe customers to seek/buy the product from channel members.

Push strategy- Directing promotions towards channel members in aneffort to get them promote the product to the target market.


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Communication Medium and Style

We will attempt to bring about the endorsee-type status in India throughpromotional channels, which we will decide upon in consultation with abranding agency. We are currently thinking along the lines of activities like

product placement, display shows on television or columns in print.

Pre launch PR will start a month prior to the launch. We will have articles andpress releases educating the consumers. We will also give them anintroduction to the services that we are offering.

We shall send direct mailers to our potential clients and regular consumers.

We will also have a launch party to officially launch the brand in Bombay.

Invitees will include a host of people from the fashion industry, theentertainment industry as well as the press. The event itself will be coveredapart from fashion magazines in newspapers such as the Bombay Times.This will help in associating the brand with the celebrities that come for thelaunch.

Our advertising is going to be restricted to print and select hoardings. We willadvertise in all daily readable and business magazines

Point of Purchase

Our sales force is going to consist of freshly graduated smart young girlskeeping in mind our brand image. They will go through a rigorous trainingprogram. They will be taught firstly how to communicate and interact withothers to convince them. We feel that this is one area where not enoughattention is paid.

As mentioned above we are going to have free testing for our clients andgive free home deliveries to them We will have a trained staff make housecalls and other direct marketing strategies. We will also have a teamspecialized to deal with their enquiries, after sales services and to have

proper feedback. While we subscribe to the philosophy that salespeople putproducts on the shelves and advertising takes them off, we lay strongemphasis to an effectively trained sales force, as elaborated in the place(distribution) mix.

By maintaining a top-notch sales force and placing our employees at point ofpurchase venues, we also hope to


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1. Increase stock position Persuasive sales representatives can influencedealers to increase stock or devote more shelf space to the companysbrand.

2. Enthusiasm building Persuasive sales representatives build dealer

enthusiasm for a new product by dramatizing the planned advertising andsales promotion back-up

So, during the launch period however, heavy advertising will be undertakento generate brand awareness and familiarity

DISTRIBUTION:I will have distribution outlets in almost every big city of the country .I alsoexport my product to NEPAL, SRI LANKA, BANGLADESH AND BHUTAN. I willfollow the INTENSIVE DISTRIBUTION method in which manufacturers placesthe goods and services in as many outlets as possible. For these productsthe consumer requires a great deal of location convenience. Manufacturersare constantly tempted to move from exclusive or selective distribution tomore intensive distribution to increase coverage and sales .This strategymay help in the short term but often hurts long term performance.

Place Mix

1. Channels

Manufacturer to consumer (most direct)

Manufacturer to wholesaler to retailer to consumer (traditional)

Manufacturer to agent to retailer to consumer (current)

Manufacturer to agent to wholesaler to retailer to consumer

Manufacturer to agent to consumer

Manufacturer to dealer to consumer ( computers )

2. Manufacturers

Reasons for direct selling methods:

Manufacturer wants to demonstrate goods.

Wholesalers, retailers and agents not actively selling.


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Manufacturer unable to convince wholesalers or retailers to stock product.

High profit margin added to goods by wholesalers and retailers.

Middlemen unable to transport.

It lets the consumer know how it works.

Reasons for indirect selling methods:

Manufacturer does not have the financial resources to distribute goods.

Distribution channels already established.

Manufacturer has no knowledge of efficient (specific) distribution.

Manufacturer wishes to use capital for further production.

Too many consumers in a large area; difficult to reach.

Manufacturer does not have a wide assortment of goods to enable efficient

marketing.

Direct on-selling advantages.

3. Agents

Commission agents - work for anyone who needs their services. They do not

acquire ownership of goods but receive del credere commission.

Selling agents - act on an extended contractual basis, selling all of the

products of the manufacturer. They have full authority regarding price andterms of sale.

Buying agents - buy goods on behalf of producers and retailers. They have

an expert knowledge of the purchasing function.

Brokers - specialize in the sale of one specific product. They receive a

brokerage.

Factory representatives - represent more than one manufacturer. They

operate within a specific area and sell related lines of goods but have limited

authority regarding price and sales terms.
http://en.wikipedia.org/wiki/Del_crederehttp://en.wikipedia.org/wiki/Del_credere


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LOGISTICS ANDSUPPLY CHAIN:-Logistics means setting a high standard for service delivery time and meetthis standard consistently. Our MATRIX DVD PLAYER will operate aknowledgeable and friendly customer service department that can answerquestions, handle problems and resolve problems in a satisfactory andtimely manner. Supply chain is the new concept of logistics. It is a longerchannel stretching from raw materials to components to final products that

are carried to final buyers.

As the competitors in this field are many so the aim of my company i.e.OSCAR is to have higher percentage of supply chain value. Our companyperspective is to identify superior suppliers and distributors. Beforelaunching a new product in the market it is very important to study logisticsof the competitor companies so that we can decide and find the mostefficient way to deliver value to the customers. Logistics helps to see thatwhat customers require and what competitors are offering. Now a dayscustomers are interested in on- time delivery, careful handling tomerchandise and supplier willingness to take back defective goods and

resupply them quickly. Every company is not providing these services totheir customer therefore, our company try to give them these servicesoutput. OSCAR tries to deliver goods to customers more quickly or on time sofor that my company centralize its inventory in one place and use fasttransportation to fill orders. After sometime, when the demand increases forour product, then we would open different warehouses at different places. Atthis stage it will increase our cost thats why we are centralizing ourinventories.


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The important point in logistics and supply chain is Transportation as it willaffect product pricing, on time delivery performance which will affectcompanys reputation as well as customer satisfaction. Therefore, for exportsshipping transportation is the best due to its availability, capability and lowcost.

It is the policy of the company to strictly comply with all laws and regulationsrelevant to our activities. We participate in discussions on food legislationand regulations between international organizations, governmentrepresentatives, industry, the scientific world and consumer associations. Wealso apply this policy to environment related matters.

In doing so, we cooperate with legislators through local industry associations

in order to promote laws and regulations in the field of environment whicharereasonable, rational, realistic, applicable and enforceable. We opposeunjustified bans and any other discriminatory measures.We favor the harmonization of electronic appliances regulations in order toremove existing trade barriers and to avoid the creation of new ones. Thisapplies also to environmental issues. We favor the exchange of information,of experience and of knowledge between the various interested parties.

As the marketing channels of the company are already established I would

try to increase the penetration in the rural sector to the extreme remoteareas which are not touched till now. I would try to reduce the delivery timeof the products by choosing and increasing the strategic locations ofwarehouses. I would also track the distribution path of the wholesalerthrough marketing team and would establish a platform or team at a zonallevel for all the wholesalers and would try to take their feedback on themarket developments.

These kinds of congregations could also increase the brand loyalty

The goal of supply chain is to link the market place, the distribution network,

the manufacturing process and the procurement activity in such a way thatcustomers are serviced at higher levels and yet at a lower total cost.

I will create a logistics strategy defining the service levels at which ourlogistics organization is at its most cost effective. Because supply chains areconstantly changing and evolving, we may develop a number of logisticsstrategies for specific product lines, specific


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To identify a five-step process to help swiftly get on that road to servicesupply chain excellence:

Understand your service supply chain. Determine how to measure your service supply chain.

Develop the business case for improvement. Develop and execute service supply chain strategy. Sustain performance improvements.

IMPLEMENTATION:(ACTION-PROGRAMME)

Before the implementation of above given marketing strategies some basicinformation is to be taken into account as:

GOVERNMENT REGULATION

We must be aware of regulations that impact how price is set in the markets

in which their products are sold. These regulations are primarily governmentenacted meaning that there may be legal ramifications if the rules are notfollowed. Price regulations can come from any level of government and varywidely in their requirements.

Finally, when selling beyond their home market, we must recognize that localregulations may make pricing decisions different for each market. This isparticularly a concern when selling to international markets where failure toconsider regulations can lead to severe penalties. Consequently marketersmust have a clear understanding of regulations in each market they serve.There are also additional legal concerns when it comes to price.

DVD consumer rights

DVDs that have commercial movies and television content recorded on themare subject to copyright. The rise offile sharing and 'piracy', has promptedmany copyright owner to display notices on DVD packaging or displayed on
http://en.wikipedia.org/wiki/Copyrighthttp://en.wikipedia.org/wiki/Filesharinghttp://en.wikipedia.org/wiki/Copyrighthttp://en.wikipedia.org/wiki/Filesharing


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screen when the content is played that warn consumers of the illegality ofcertain uses of the DVD.

Generally, retail buyers of commercial prerecorded DVDs are free to sell orexchange their property. Arrangements for renting and lending differ more

by geography. In the US, the right to rent or lend out bought DVDs isprotected by the first-sale doctrine under the United States Copyright Act. InEurope, rental and lending rights are more limited, under a 1992 EuropeanDirective that gives copyright holders broader powers to restrict thecommercial renting and public lending of DVD copies of their work.

Then after considering all of the basic legal formalities, the implementationof all the marketing strategies should be done.

.

CONTROL ANDEVALUATION:The last section includes control and evaluation of the plan. Controlling is themain process in any business. We should have a proper control over ourteam. Typically, as we know that our business is in the initial stage ofdevelopment and immense efforts are needed to get stable with the marketconditions. The goals and budget are spelled out for each month or quarterso management can review each periods results and take corrective action

as needed. A number of different internal and external measures must betaken to assess progress and suggest possible modifications. The targetsshould be set with short to medium term time duration so that the actualperformance can be regularly measured with respect to the planned one.Some organizations include contingency plans outlining the stepsmanagement would take in response to specific environmentaldevelopments, such as price wars or strikes. The regular initiatives for thecustomers like incentives schemes are to be formulated which also requirecomplete sound control function to be established.

Marketing control is a process of evaluating and improving performances in

each marketing activity. In this control process firstly we will measure theresults of our plan against the set standards or objectives. The next step willbe regarding taking proper action or evaluating the result. In this we willevaluate the whole process of our plan. If we will found some mistakes orerrors in my plan then we will search reason behind it and try to cover upthose mistakes in future. And if my plan gives result according to myexpectation or my set objectives then I will try to make it more effective fornext time.
http://en.wikipedia.org/wiki/First-sale_doctrinehttp://en.wikipedia.org/w/index.php?title=US_Copyright_Act&action=edit&redlink=1http://en.wikipedia.org/wiki/First-sale_doctrinehttp://en.wikipedia.org/w/index.php?title=US_Copyright_Act&action=edit&redlink=1


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In control and evaluation we see that how much consumers are demandingour product or are they satisfied with our DVD PLAYER or want any change init. It also tells us whether we are getting profit or loss in the market. If thesales are not according to our expectation then we have to find the answerof the question that why?

The evaluation of new materials and processes was often a principal activityin the company. As practice became more standardized, principal attentionshifted to other matters, and new product evaluation became a routinefunction to be initiated and undertaken along with other activities newproduct evaluation offers the best opportunities for control andstandardization of the evaluation process.

It also offers the opportunity to apply budgeting and funding practices that

permit the measurement of productivity and benefits accruing from newproduct evaluation. Through evaluation it also ensures the focalization of allvendor activities to a single area, which reduces the number of unnecessarycalls by vendors to several divisions and offers the opportunity for improvingcontrol over new-product evaluations.

Tests will be conducted which help in knowing the difference betweenacceptance and rejection of the product accordingly we control itsproduction. These forms assist in providing orderly and concise information,reducing misunderstandings, and avoiding delays resulting from the absenceof needed information and serving the consumers in the way they want. The

company also does evaluation through Well-designed experiments, carefulattention to performance observations, accurate record keeping, andthorough reporting of the results which are the essential components of anysuccessful product evaluation system.

Evaluation of new products can provide documentation of benefits, point outearly failures, and call attention to adjustments that may be needed toachieve intended objectives. To ensure that the evaluation process works, itis essential that a comprehensive regiment of conducting routineobservations of service performance be established

FINANCIAL PROJECTIONS

Financial projections include for forecast, an expense forecast, and a break-even analysis. On the revenue side, the projections show the forecastedsales volume by month and project category. On the expense side, they


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show the expected costs of marketing, broken down into finer categories.Break-even analysis shows that how many units the firm must sell monthlyto offset its monthly fixed costs and average per-unit variable costs. In caseof tomato ketchup, we can know from that, how many quantity of ketchupwe should sell in a month.

CONCLUSION:- To launch any new product in the market it is very important to makemarketing plan of that product. To know the current position of thecompanies that is producing the same products and what consumersdemand from them. To maximize their profit and capturing more marketshare proper analysis of each and every stage involved in marketing plan isvery important. If the company not making marketing plan before launchingany new product then there are maximum chances of getting loss.

A marketing plan may be part of an overall business plan. Solid marketingstrategy is the foundation of a well-written marketing plan. While a

marketing plan contains a list of actions, a marketing plan without a soundstrategic foundation is of little use. Behind the corporate objectives, which inthemselves offer the main context for the marketing plan, will lay the'corporate mission'; which in turn provides the context for these corporateobjectives. At the last we can conclude that marketing plan is essential tomade before launching any new product in the market.

New marketing four Ps

Personalization: Customization of products and services through theuse of the Internet. Early examples include spare parts on line, but thisconcept is further extended with emerging social media and advancedalgorithms. Emerging technologies will continue to push this ideaforward.

Participation: Allows the customer to participate in what the brandshould stand for; the product directions and even which ads to run.This concept is laying the foundation for disruptive change throughdemocratization of information.
http://en.wikipedia.org/wiki/Business_planhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Personalizationhttp://en.wikipedia.org/wiki/Business_planhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Personalization


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Peer-to-Peer: This refers to customer networks and communities whereadvocacy happens. The historical problem with marketing is that it isinterruptive in nature, trying to impose a brand on the customer. This is most apparent in TV advertising. These passive customerbases

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