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Executive Summary
Executive Summary
Table of Contents
EXECUTIVE SUMMARY............................................................................................ 2
NEED OF OUR PRODUCT..................................................................................... 2
CURRENT MARKETING SITUATION..........................................................................3
MARKET DISCRIPTION......................................................................................... 5
SEGMENTATION AND TARGETED CUSTOMER:.....................................................5
PRODUCT REVIEW.............................................................................................. 9
COMPETITIVE REVIEW....................................................................................... 15
CHANNEL AND LOGISTICS REVIEW...................................................................20
PEST..................................................................................................................... 21
SWOT................................................................................................................... 21
OBJECTIVE AND ISSUES....................................................................................... 22
First Year Objective........................................................................................... 22
Second Year Objectives.................................................................................... 22
Issues............................................................................................................... 22
MARKETING STRATEGY......................................................................................... 22
Product strategy:-............................................................................................. 22
Pricing strategy:-.............................................................................................. 24
Distribution strategy:-....................................................................................... 25
Marketing Communication Strategy.................................................................26
Marketing Research.......................................................................................... 28
ACTION PROGRAM............................................................................................... 28
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EXECUTIVE SUMMARY
Interigento is preparing to launch a new hybrid multifunctional refrigerator named
Interigento model no. INT0010001 in a market. Our product offers a competitive unique
combination of advance feature and technology in terms of usability and reliably and
durability by combining a smart TV technology with refrigerator and inbuilt camera for
security and various purposes at a value added price. Our product have a competence of
various electronic gadget. We have targeted a specific target in the consumer and business
market, taking an advantage of opportunities indicated by higher demand by integrated
electronic technology which consume less energy and take lack space and providing higher
benefits in terms of quality and features (Advance features) to entertainment , to cool, to
communicate, and a storage capacity with security features.
The primary marketing objective is to achieve first year sale of 1, 00,000 unit and
analysis the more interactive features that will help company to earn a brand image. The
financial objective is to achieve 3,000,000,000 sales revenue make break even early.
Our motive is to provide superior customer value at a customer perceived price, give
them comfort and quality and on that bases we want high market share, a unique brand
image, and customer retain with our brand. We make in such a way that interigento known as
a 1st step of innovation in terms of integrated electronic technology in 2015.
The Way To a C00l ViSion !!
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MARKET DISCRIPTION
Interigento market consist of consumer and business users.
This product consist the feature of smart TV and refrigerator.
It include in-out camera which is also use as security purpose and easily access
through mobile network.
48%
52%
Male
Female
Segment 2:
This segment is according to the class of people that is lower middle and upper.
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Segment 3:
Top 10 Cities In terms of Population, sex-ratio and literacy.
Total Population:-8,91,15,783
Population
Population
18,414,288
16,314,838
14,112,536
8,696,010
8,499,399
7,749,334
6,352,254
5,049,968
2,901,474
1,025,682
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Sexratio
Sexratio
981
945
928
914
897
899
910
867
861
821
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Country INDIA
(1.272 Billion) p
10 cities in terms
of(population,
sex-ratio and
literacy)
(8,91,15,783) p
Household
Office use
(Profit more then
50 lack/annum)
Sports Stadium
National level
(48)
Film studio
(64)
Upper middle
class
Seekers
(3lakh-5lakh)
Strivers
(5lakh-10lakh)
Total Population:-8,91,15,783
House hold of selected segment is More than 20%. We take just 20% =1,78,23,156
We consider just 5% of it = 8,91,157
Office use in selected segment = more than 500 business.
Sports area in selected segment = 48 national level stadium.
Film studio in selected segment = 64.
Our motive to sale 1,00,000 unit of interigento model no. INT0010001
Targeted
Segment
Customer Need
Features/Benefits.
P a g e 9 | 31
Household
Lack of space.
Integrated product as a multiuse.
Security.
Office use
Comfort.
Picture Clarity.
Full HD display.
Lack of space.
Picture Clarity.
Sports
stadium
Film Studio
PRODUCT REVIEW
Experience Best Picture Quality with X-Reality PRO (developed by Sony)
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Deodorizing Filter
The Deodorizing Filter is made of Activated Carbon, which eliminates bad smells keeping
the air fresh and preserving the flavour of your food for longer.
Big Guard
Deal for the thirsty household, the Big Guard is deeper than shelves found in conventional
refrigerators. So you can store big containers of milk and juice in the door, along with two
rows of beverage cans and bottles. The Big Guard is also great for chilling tall drinks bottles.
Cool Pack
In the event of a power outage or if the electricity is turned off, Cool Packs inside the freezer
keep foods frozen for up to an hour with no power. They also help the freezer compartment
stay cold for up to eight hours, so your food wont melt or spoil.
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Easy Slide
reaching into a refrigerator often means navigating an obstacle course of food items. But the
Easy Slide shelf is built on rolling hinges and pulls out, so you can efficiently organise and
easily access your food items and easily see exactly what you have stored in the back.
Price 39,999
GENERAL
Model
INT0010001
Screen Type
Full HD LED
Display Size
61 cm (24)
Display Feature
Full HD
Screen
Resolution
1920*1080
In the box
VIDEO
Aspect Ratio
16:09
View Angle
Refresh Rate
Motionflow XR 200 Hz
Additional
AUDIO
Speakers
Sound Output
5W+5W
Sound
Technology
Additional
CONNECTIVITY
HDMI
USB
Composite
Video Input
Component
Video Input
1 (Bottom/Hybrid)
Audio Out
1 (Side/Hybrid w/HP)
Headphone Out
Other
Connections
1 (Bottom)
WiFi
Internet Video
Applications
Additional
PLAYBACK FORMATS
Video Playback
Formats
Audio Playback
Formats
MP3/ WMA
Picture Playback
Formats
JPEG
Additional
POWER
Power Supply
Power
Consumption
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Physical specification
Net Dimension (WxHxD)(mm)
Net Width(mm)
555
1545
1545
637
637
545
Packing Width(mm)
582
Packing Height(mm)
1610
Packing Depth(mm)
674
Net Weight(kg)
48
Packing Weight(kg)
53
Gross Weight(kg)
53
Capacity
Net Total(Liter)
234
53
181
Gross Total(Liter)
253
69
184
Cooling Feature
Cooling Type
Refrigerator Feature
Deodorizer Type
Yes
2EA
1EA
Shelf Material
Toughened Glass
1 (Veg Box)
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Transparent
5EA
Yes
Fresh room
Yes
Yes
Freezer Feature
Icemaker
Twist Ice-Maker
Shelf Material
Cool Pack
1EA
2EA
COMPETITIVE REVIEW
There is No such Product into the Market
SONY BRAVIA KDL-24W600A 61 CM (24) HD READY SMART LED
TELEVISION
PRICE Rs 22671
Type : Smart LED TV
Display Resolution : 1366x768
Connectivity : 2 x HDMI & 1 x USB
Warranty : 1 Year Sony India Warranty
Screen Size : 61 cm (24)
GENERAL
Model
KDL-24W600A
Screen Type
HD Ready LED
Display Size
61 cm (24)
Display Feature
HD Ready
Screen
Resolution
1366 x 768
In the box
VIDEO
Aspect Ratio
16:09
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Dynamic Ratio
View Angle
Refresh Rate
Motionflow XR 200 Hz
Additional
AUDIO
Speakers
Sound Output
5W+5W
Sound
Technology
Additional
CONNECTIVITY
HDMI
USB
Composite
Video Input
Component
Video Input
1 (Bottom/Hybrid)
Audio Out
1 (Side/Hybrid w/HP)
Headphone Out
Other
Connections
1 (Bottom)
WiFi
Internet Video
Applications
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Additional
PLAYBACK FORMATS
Video Playback
Formats
Audio Playback
Formats
MP3/ WMA
Picture Playback
Formats
JPEG
Additional
POWER
Power Supply
DC 19.5V
Power
Consumption
WxHxD
(With Stand)
Weight with
Stand
Approx. 4.5kg
Weight without
Stand
Approx. 4kg
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REFRIGERATOR
Godrej
LG
Price
Highlights
Whirlpool
Samsung
Rs 16800 Rs
15137 10% O
ff
Rs 25490 Rs
20547 19% O
ff
Rs 28475 Rs
23970 16% O
ff
Rs 20100 Rs
18786 7% O
ff
- 2 Door
- 3 Star BEE
Rating
- 231 litres
gross capacity
- Frost Free
- Type :
Double Door
- Storage
Volume :
258ltr
- Technology :
Frost Free
- Warranty :
10 + 1 Years
- Type : Triple
Door
Capacity(Ltrs)
: 240 Ltrs
- Technology :
Frost Free
- Star Rating :
None
- Type :
Double Door
Capacity(Ltrs
) : 255 Litres
Technology :
Frost Free
- Star
Rating : 2
Star
Technical Specification
IN THE BOX
Sales Package
One Unit,
Warranty Card,
User Manual
231 L
2
Double Door
Frost Free
Main Unit
258 Liters
2
Double Door
-
240
3
Multi Door
Frost Free
255
2
Double Door
Frost Free
GENERAL
FEATURES
Capacity
No. Of Doors
Door Type
Defrosting Type
BODY
Interiors
Exteriors
Spartan Door
Design
Superchill,
Deodorizer:
Catechin,
Temperature
N/A
Control: IMicom, Cell
Fresh Crisper
Door Finish:
N/A
High Gloss
Finish, Handle
Type: Royale,
Colour: Platinum
N/A
N/A
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Shelves
Additional Body
Features
Silver
Toughened Glass N/A
Anti-Bacteria
Gasket, Humidity N/A
Controller
N/A
N/A
REFRIGERATO
R FEATURES
Refrigeration And
Cooling Technology
N/A
Refrigerator Shelves 2
Toughened
Glass
Special
Compartments
Chiller Tray
F Door Basket
(Full): 2, Ice
Bank:
Transparent,
Beauty And Care,
Separate
2 L Bottle
Vegetable Drawer
Storage, Egg
Cum Ice Tray,
Ever Fresh Zone,
Chiller Zone:
Shelf R
Yes
Double Twist
Yes
Yes
N/A
N/A
Tower LED
N/A
N/A
3 Star
4 Star
N/A
N/A
N/A
FREEZER
FEATURES
Ice Cube Tray
CONVENIENCE
FEATURES
Door Lock
Other Convenience
Features
POWER
Energy Rating
ADDITIONAL
FEATURES
Features
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Humidity Jog
Dial, Bottle
Snugger, Sliding
Chiller Tray, Full
Length Lamp,
Easily
Removable
Gasket, Thicker Ecofriendly
Insulation
Refrigerant
Ensures Better
Retention Of
Cooling,
Dimensions:
1437 X 597 X
685 Mm, HFC
Free, CFC Free
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PEST
Political
Economical
Political stability
Inflation
Safety regulations.
Aggregate income
Tax system.
Aggregate consumption
Technology
Age distribution
Lifestyle
Population growth
Resources available
Demographics
Environmental, health and educational.
SWOT
Strength
weakness
Innovative product
Brand recognition
Value pricing
Threats
Highly competitive
industry dynamics
Price wars
Increasing raw
material cost
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Issues
Make our brand image and create a meaningful position in the minds of customers.
Create a perception that this brand is projecting innovation, quality and value at
reasonable price.
Measure awareness and response so we adjust our marketing Strategy.
MARKETING STRATEGY
Product strategy: Attributes: Product Quality: our measurement of quality is how much customer satisfied
with the product.
Product feature
Product Style and design (Platinum Inox).
Branding: Interigento
Logo:-
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Customer need
and value
perception
Set target price
match
customer
perceived
value
Determine cost
Design product
to deliver value
at target price
Interigento
(Producer)
E-retailers
Large
Retailers
dealers
Flipkart,
amazon,
snapdeal etc.
Big Bazar,
Reliance
digital,
Croma, etc.
retailers
Consumer -1
Consumer-2
Consumer 3
Direct Sale
for bulk
purchasers.
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Compan
y
Supplier
s
Consum
er
Reseller
Information flow
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Marketing Research
Web forms
Mass conversations.
Individual conversation with experts.
Through organizing event for household, especially for women.
Internet data.
ACTION PROGRAM
August
Create awareness through TV advertisement teaser and sales promotions in
malls.
Manufacture at least 30% unit.
September
launch full add
Emotional (female serial celebrity).
Rational (Sports person).
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