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GROUP 6

AMRESH SINGHARUNIMA DUBEY

ARPIT GUPTA

GURNEET KAUR

RITESH KUMARRIYA PANT

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CURRENT MARKET SITUATION

Set top box(STB) is used to provide a wide range of

television channels.

About 70% of set top boxes in India are imported. In 2011, Huawei and Pace were top STB vendors in

India with 24% and 12% market share.

DTH subscribers are the major customers of STB in

India

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PRODUCT REVIEW

Solar operated battery interactive set top box that not only recognize

hand gestures, but also voice command.

Automatic power-down

Smart box also provide internet service

through set top box

More channels with increased picture quality

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COMPETITIVEREVIEW

Dish TV

Airtel DTH

Reliance Tata sky

Sun direct

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SWOTANALYSIS

STENGTHS

Solar chargeable battery

Voice command

Gesture recognition

provide internet service

WEAKNESS

Lack of brand awareness: Smart box has no established imagelike tata sky or any other

Limited area: Smart box is being launched in limited areas

i.e., only 8states

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OPPORTUNITIES

Large disposable income

Expansion of the distribution network

Increase in the number of TVs sold

Growing demand for quality of service

Increase in geographical boundaries

THREATS

IPTV will provide superior technology

Cable STBs provide easy switching

Interoperability regulations.

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MARKETINGMIX

PRODUCT interactive set top box

Solar battery charging

Automatic power-down

internet service

PRICE

with internet connection- Rs3600 Without internet connectionRs2990

Normal- Rs2450

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PLACE

Delhi NCR U.P

West Bengal Bihar

Maharashtra Rajasthan

Haryana Punjab

PROMOTION

Bill boards

Newspapers

TV(gadget guru)

Internet ads

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STP

SEGMENTATION metropolitan area

Urban city

Rural areas

TARGETING

People in rural areas ,i.e. villages n out

Educated population in cities n town

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POSITIONING

Positioning the Smart Box as The most versatile, value added, easy to use even by rural

people.

Our marketing will focus on High definition (HD) set top boxwith various features like

- Voice command.

-Gesture recognition.

- Internet connectivity .

- Displays multiple audio/video

streams simultaneously.

*Most importantly power saving and solar operated features.

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BUDGET

Sources of fundTotal Investment = Rs. 3,80,00,000

63,33,333.33 per person

Warehouse Rent (40000x3+40000) 2000sqfeet = 2,00,000

Setting up cost (office + software) = 12,00,000

Broadcast service provider = 2,50,00,000

Working capital (includes promotion, product, logistics,

salaries etc.) = 1,16,00,000

Total fund required = 3,80,00,000

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Profit per piece

PARTICULARS SET TOP BOX

(INTERENT

FACILITY)

SET TOP BOX

(WITHOUT

INTERNET

FACILITY)

SET TOP

BOX

(RURAL)

Revenue/piece 2800 2250 1850

Less: cost/piece (2300) (1800) (1450)

TOTAL 500 450 400

Less: indirect cost (100) (100) (100)

Total profit/piece 400 350 300

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ACTION PLAN

The Digital. Sol will be introduced in February 2013

We will launch a Rs.50lac sales promotion campaign

in January

For first 8-9 months our company will suffer a lossdue to high expenses

will reach to break even point and will stay there for

9-15 months After 15months we will finally start earning profit

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GROWTH

Software development after 4 months of

starting business

In future we will also be providing Wi-Ficonnectivity with smart box.

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THANK YOU