MARKETING PLAN (2022-2024)

TOPIC:
A CIRCULAR SHOWER THAT RINSES YOU OFF
FROM ALL DIRECTIONS

SUBMITTED TO: SUBMITTED BY: Group 7

Dr. Samant Shant Priya Harshita Dalal 013/2022
Tushar Shukla 029/2022
Siddharth Singh 031/2022
Shubham Bindal 020/2022
Harshita Khanej 022/2022
PGDM General-Section A
 INDEX

Page No. Description

1 Cover Page

2 Index

3 Executive Summary
Situation Analysis
4 Market Summary
Market Needs
5 Market Growth
SWOT Analysis
6 Competition
Marketing Strategy
Marketing Objectives
7 Marketing Tactics
8,9 Financials
10 Controls

EXECUTIVE SUMMARY
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Brand Name: Aqua Sulis
Tagline: “Delivering luxury with elegance.”
As there is technological advancement in every sector, bathing has also seen its
innovations. There are new gadgets that can be installed in your shower to improve the
experience. Aqua Sulis is planning cater the needs of the customer and provide in the
technological advancements in a single futuristic product through Aqua 360 (The
outdoor model) and Aqua 360 prime (The indoor model).
SITUATION ANALYSIS

The 360 degree concept of Aqua Sulis ltd. has been positively received by our target
customers and it is a niche concept with a huge scope for growth. We are looking to increase
brand awareness through customer retention and various marketing campaigns which would
hold key in the years to come

PRODUCT OVERVIEW
“No more wasting time twisting, turning and spinning.”

The New Era of bathing is here and that is what Aqua 360 ( by Aqua Sulis) is all about.
Aqua 360 is an outdoor shower that rinses you from up to fifteen different angles. And
of course the flow of water and the pressure of water can be controlled by the
touchscreen panel. Don’t worry if you are thinking that “what about the temperature of
the water”, obviously there is also temperature adjustments that can be changed as per
the users need. Moreover,  there is a little compartment on the outside of Aqua 360,
where you pour whatever form of liquid soap or body wash you use to wash and Aqua
360 will mix it into the water. Aqua 360 are planning to change the way we shower
forever!!

“What if you want to have 360 degree shower experience inside your homes?”

We got you covered with Aqua 360 prime, it offers the unique showering experience
equipped with various technologies like inbuilt Alexa to control all the features
available in Aqua 360 prime. Aqua 360 prime is a closed dome like structure that can
be installed inside your homes that is equipped with inbuilt sound system, lighting
control and all the features mentioned in Aqua 360. As Aqua 360 Prime is a futuristic
product it is equipped with sensory light control that turn on the lights when the user
enters the dome.
.

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 PRODUCT FEATURES:

Aqua Sulis offers two types of modern showers Outdoor (Aqua 360) and
Indoor (Aqua Sulis 360 prime). The features that will be included in the
product are mentioned below:

Aqua 360: (Sample Product image as mentioned above)

- Water from 15 different angles to rinse the body from all directions.
- Pressure of water can be adjusted.
- Temperature of water can be controlled by the user.
- Flow from the panels at different angles can be controlled and
stopped.
- Liquid soap compartment that mixes the soap in the shower.
- Inbuilt water softener that reduces the hardness of water.
- Different modes of shower like- Full body wash, shower, rain, mist
etc.
- Touch panel to control the features.
- Soap dispenser.

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AQUA 360 PRIME: (Sample image of the Indoor model)

- Fully covered structure.

- Water drainage System.
- Inbuilt Alexa and Touch panel that controls all the mentioned features.
- Inbuilt sound system.
- Lighting control (brightness, color, pattern etc.).
- Pressure of water can be adjusted.
- Temperature of water can be controlled by the user.
- Flow from the panels at different angles can be controlled and
stopped.
- Liquid soap compartment that mixes the soap in the shower.
- Inbuilt water softener that reduces the hardness of water.
- Different modes of shower like- Full body wash, shower, rain, mist
etc.
- Soap dispenser.
- Spa mode.
- Bluetooth.

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 (Mist mode)

Marketing Strategy
Mission

“ To provide best and most luxurious shower experience to our customers ”

Vision

“To be the showers specialist that India turns to”

MARKETING OBJECTIVES

 To increase customer Base by 20% by next financial year.

 To maintain healthy customer relations for customer retention
and to increase customer lifetime value.
 To increase Brand Authority.
 To increase shower market share by 10%

Marketing Tactics

 OFFERINGS:

Our offerings include a 360 degree shower panel which has two variants aqua 360 for
commercial use and aqua 360 prime for domestic use. In addition to these products we offer
lifetime maintenance service to our customers.

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 PRICE: 

The pricing of our product would be done as follows:

We will follow Premium pricing for AQUA SILUS.

FOR AQUA 360:

FOR AQUA 360 PRIME:

Along with this we will offer:

Free shipping;

Accepting credit or pay-later systems 

PROMOTION:  

PROMOTION TOOLS USED COST ASSOCIATED

(IN RUPEES)

Search engine marketing 300,000

Direct emails 15,500

Advertisement in Magazines,Televisions and 400,000

Newspapers

Content marketing-Social Media platforms 280,000

Billboards 50,000

Influencer marketing 300,000

Word of mouth 0

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 TOTAL 1,345,500

SWOT ANALYSIS

· Strengths:

I. Potential Demand in Water parks and Luxury Hotel rooms

II. High Customer Satisfaction

III. Separate Products to cater to different customers

IV. Less competition in a particular segment

· Weaknesses:

I. Lack of experience as it's a new market segment.

II. Niche market segment.

III. High investment and operational cost.

IV. Target Market size is smaller as we can only target water parks, luxury hotels, and elite class

V. High Acquiring Cost

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· Opportunities:

I. High likeliness of being a market leader in 360 Degree Shower segment

II. With Less competition, Higher sales with a higher profit margin can be acquired.

III. Brand positioning might give opportunities for new products

· Threats:

I. Big players might enter in the coming year's

II. The threat of COVID-19 third wave looming might affect hotels and parks’ business for the
outdoor model.

III. The threat of new entrants on the pretext of higher returns leads to a decrease in profits and
market domination.

Market Growth
Globe over the past 20 years or so there has been a social movement toward a preference for
showering rather than bathing, this could be attributed to the convenience and speed in which a
shower can take place. There is also a growing trend toward wetrooms as well as the desire for
clean lines through minimalist styles within the bathroom environment. The enclosures, screens,
and trays sector is dominated by enclosures with 62% share by value. There is a growing demand
for more premium, larger enclosures and wetroom panels.

Market Overview
The Indian bath fittings market had experienced steady growth over the past few years. The
housing sector has been growing, due to the rise in the purchasing power of individuals,
continuous rise in population, increase in the number of nuclear families, rapid urbanization, and
government intervention to provide easy loans, among others. This factor, in turn, has been
contributing to the growth of the Indian bath fittings market. Moreover, the Indian real estate
industry is addressing the demand for built-up space, from a variety of property segments, such as
offices, housing units, shopping malls, the hospitality industry, the manufacturing sector, and
logistics facilities. Thus, the housing sector is undergoing significant growth, thereby, fueling the
demand for bath fittings, which form an integral part of the modern-day infrastructure.

Various automated bathroom accessories including, sensor taps, smart showers/mixers, automatic
soap dispensers, etc., are gaining popularity, precisely among the urbanized population.

Residential Application Dominates the Market

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By application, the market is dominated by the residential segment. With economic growth
driving incomes, the purchasing power is expected to increase significantly, across all consumer
groups, thus, creating one of the largest consumer groups. The majority of the Indian families had
not considered installing stylish bathroom fittings earlier. However, with the increase in
disposable incomes, the middle and upper classes are willing to spend more on their lifestyle
products, such as bathroom fittings and accessories. People are opting for bigger and better
bathrooms as a sure sign of luxurious living. Additionally, increasing the sizes of bathrooms also
gives a chance of adorning the space with exquisite fixtures.

The surge in Demand for Smart Shower

The integration of smart technology with the shower has changed the bathing experience
completely. This smart technology not only gives a luxurious bathing experience but also helps in
conserving water. Smart showers come in many variants and have different features. These
innovative features propel the growth of the shower market globally. 

Competitive Landscape
In terms of market share, some of the major players currently dominate the market. However,
with technological advancement and product innovation, mid-size to smaller companies are
increasing their market presence by securing new contracts and by tapping new markets.

NATIONAL MARKET PLAYERS                                    

1. CERA SANITARYWARE LIMITED,

2.JAQUAR,

3.H &R JOHNOSN,

4.HINDWARE HOME LIMTED

5.PARRYWARE LIMITED

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 FINANCIALS
This section will offer the financial overview of Aqua 360 and Aqua 360 Prime related to
marketing activities. 

BREAK-EVEN ANALYSIS

Aqua 360

Financial Year 2022

Total Fixed Cost (whole setup) ₹       21,622,940

Variable Cost (per unit) ₹                     94,735

Selling Price (per unit) ₹          160,000.00

Break-Even Units 332

Break-Even Sales ₹       53,120,000

No. of units sold (per month) 50

Payback Period (in months) 6.63

Fixed Cost

₹          
Promotion Expenses 1,345,500.00

₹         
Accounting, Legal (Incorporation of business) 252,300.00

Software Development (AI used in touch panels) ₹          

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 1,486,000.00

Interest Expense (Loan of 2cr @ 11% p.a.) (IOB for 5 ₹          

years) 2,200,000.00

₹          
Insurance of Plant Setup 1,790,900.00

₹          
Plant and Machinery 6,145,000.00

₹          
Payroll (Salaries) 4,320,000.00

₹          
Rent 2,700,000.00

₹         
Supplies 265,000.00

₹          
Utilities (Fixed Electricity Cost, Waste Dumping Cost, etc.) 1,118,240.00

Total Fixed Cost ₹  21,622,940.00

Variable Cost (per unit)

Cost of Goods Sold ₹            64,520.00

Direct Labor ₹            13,480.00

Overhead ₹            16,735.00

Total Variable Cost (per

unit) ₹      94,735.00

Cost of Goods Sold

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Plumbing equipment and hardware ₹                     40,500

₹               
Touch Panel 14,800

₹                      
Lightings 5,650

₹                      
Accessories 3,570

Total ₹                     64,520

PROFIT (LOSS) TABLE

Un
its Total
(X) Fixed Cost Total Cost Revenue Profit (Loss)

₹                                                                     ₹               ₹                        ₹        -
21,622,940 21,622,940 - 21,622,940

33. ₹                               ₹

                 ₹            ₹        -
2 21,622,940 24,768,142 5,312,000 19,456,142

66. ₹                                                                     ₹               ₹     ₹        -
4 21,622,940 27,913,344 10,624,000 17,289,344

99. ₹                                                                     ₹               ₹          ₹        -
6 21,622,940 31,058,546 15,936,000 15,122,546

132 ₹                                                                   ₹
              ₹          ₹        -
.8 21,622,940 34,203,748 21,248,000 12,955,748

₹                                                                     ₹               ₹          ₹        -
166 21,622,940 37,348,950 26,560,000 10,788,950

199 ₹                                                                     ₹               ₹          ₹          -

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.2 21,622,940 40,494,152 31,872,000 8,622,152

232 ₹                                                            ₹                 ₹          ₹          -
.4 21,622,940 43,639,354 37,184,000 6,455,354

265 ₹                                                                     ₹               ₹          ₹          -
.6 21,622,940 46,784,556 42,496,000 4,288,556

298 ₹                                                                     ₹               ₹          ₹          -
.8 21,622,940 49,929,758 47,808,000 2,121,758

₹                                                                     ₹               ₹          ₹             
332 21,622,940 53,074,960 53,120,000 45,040

Aqua 360 prime

Financial Year 2022

Total Fixed Cost (whole

setup) ₹     21,622,940

₹          
Variable Cost (per unit) 107,285

Selling Price (per unit) ₹ 175,000.00

Break-Even Units 320

₹    
Break-Even Sales 56,000,000

No. of units sold (per

month) 50

Payback Period (in months) 6.39

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Variable Cost (per unit)

₹    
Cost of Goods Sold 77,070.00

₹    
Direct Labor 13,480.00

₹    
Overhead 16,735.00

Total Variable Cost (per

unit) ₹ 107,285.00

Cost of Goods Sold

Plumbing equipment and

hardware ₹         40,500.00

Touch Panel ₹         14,800.00

Lightings ₹           5,650.00

Accessories ₹       3,570.00

Alexa and bluetooth ₹         12,550.00

Total ₹         77,070.00

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PROFIT (LOSS) TABLE

Units (X) Fixed Cost Total Cost Total Revenue Profit (Loss)

₹ ₹
21,622,940 21,622,940 ₹                  - ₹  -21,622,940

₹ ₹
32 21,622,940 25,056,060 ₹       5,600,000 ₹  -19,456,060

₹ ₹
64 21,622,940 28,489,180 ₹    11,200,000 ₹  -17,289,180

₹ ₹
96 21,622,940 31,922,300 ₹    16,800,000 ₹  -15,122,300

₹ ₹
128 21,622,940 35,355,420 ₹    22,400,000 ₹  -12,955,420

₹ ₹
160 21,622,940 38,788,540 ₹    28,000,000 ₹  -10,788,540

₹ ₹
192 21,622,940 42,221,660 ₹    33,600,000 ₹    -8,621,660

₹ ₹
224 21,622,940 45,654,780 ₹    39,200,000 ₹    -6,454,780

₹ ₹
256 21,622,940 49,087,900 ₹    44,800,000 ₹    -4,287,900

₹ ₹
288 21,622,940 52,521,020 ₹    50,400,000 ₹    -2,121,020

₹ ₹ ₹           
320 21,622,940 55,954,140 ₹    56,000,000 45,860

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 CONTROLS

The purpose of the marketing plan is to serve as a guide for the organization.

• Revenues: Monthly and annual

• Expenses: Monthly and annual and their effect on generating revenue
• Attain break-even point to cover all costs at the earliest possible
• New services development
• To attain goodwill
• Market Share
• Contingency Planning

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