PGDM 2018-20

Adaptive Marketing Leadership

Term V

Business - Vertical Garden

Product Name - Oxy Walls

Value Proposition – Walls that Breathe

Submitted to:
Prof. Subodh Tagare

Pawan Raj Chauhan 201832058

Animesh kumar 201831035
Raghav Kapoor 201812087
Subhadeep Mitra 201832095
Yashaswi Singh 201832099
 INTRODUCTION

The lack of vegetation in urbanized areas, as result of human establishments, directly affects
the quality of life, from physical and aesthetical point of view. The construction of vertical
gardens is recommended both in interiors and especially in the exterior of buildings. By
applying these technologies, any kind of area can be used at its maximum capacity, obtaining
esthetic valences, benefic for environment and human health.
This is an alternative method for gardening by expanding the scope of growing plants in a
vertical space. Intensive urbanization has left hardly any horizontal space for outdoor gardens.
Green walls are not only spectacularly beautiful, but also helpful in enlivening the
ambiance. Green walls can absorb heated gas in the air, lower both indoor and outdoor
temperature, providing a healthier indoor air quality as well as a more beautiful space.

WHERE DO WE COMPETE

Oxy walls challenges to all existing gardening architecture by being particularly designed to be
the only vertical garden that purifies air apart from making the surrounding aesthetically
beautiful.

SEGMENTATION

Geographical
Oxywalls has no geographical boundaries to start with or to expand in long run.
TAM or Total Available Market is the total market demand for a product or service.

Market for Vertical garden is not limited to interiors of residential buildings of few cities, but
is a good option for all type, exterior or interior, and for level 1, level 2, capitals in India.

Bangalore, Chennai, Delhi, Hyderabad, Kolkata, Mumbai, Ahmedabad, Pune.

SAM or Serviceable Available Market is the segment of the TAM targeted by your products
and services which is within your geographical reach

To start with, we will target few Level 1 cities like Kolkata, Delhi, and Mumbai where spending
capacity is on a higher side. Here, we are expecting the conversions to be more than other cities.

SOM or Serviceable Obtainable Market is the portion of SAM that you can capture.

Starting from Tier 1 cities, we will be specifically look around corporate parks, Hospitals,
Restaurants, Business Houses, New Real Estate projects, School, Colleges
Psychographic
Since Oxywalls are not limited to the purpose of beautifying the interiors but also has many
other advantages like air purification, fresh air, healthy environment, this will work with people
close with nature and who prefers staying in a healthy environment. Psychographic (Nature
lovers, healthy environment).

TARGETING

 Corporate parks: Building or Complexes with many offices.

 Hospitals: Space outside or around hospitals
 Restaurants: Interiors or walls outside decent sized Restaurants
 New Real Estate projects: Residential complexes or Societies
 Business Houses, School, Colleges, etc

HOW DO WE SUCCEED

CORE COMPETENCY:
Product and Innovation

• Plants which will stay for long.

• Plants which will cleanse air
• Embellishing the aesthetics
• Irrigation System
• Outdoor and indoor variety

Aesthetics

• Using wooden boxes as frames

• Designing them accordingly

Service

• Providing plant care facility after installment

• Service plan according to the requirement
Customer Education

• People are not aware about gardens as vertical garden per se and usage of it as air
purifying mechanism.
• Valid service proposal to be given to consumers.

POSITIONING

Oxywalls, purifying your surroundings beautifully, will be positioned as its name and
tag line suggests. We are not only providing interiors’ beautification but a solution to
keep the air fresh and clean around you.

Vertical gardens go by many different names: living green walls, live walls and moss
walls just to name a few. Whatever you want to call them, these vertical structures of
plant life can be as small as a picture frame or as massive as a 60 ft wide masterpiece.