PRODUCT AND BRAND MANAGEMENT,RIMS 2011 INTRODUCTION: Internet kiosk usage is growing all over the world to meet

the demands of social networking sites like Facebook and Myspace. Many corporations are restricting employees access to the internet for personal use during work hours. This is leading to an upsurge in demand for internet kiosks around the world.

ALTUS CHAIR BY SPARKK The ALTUS CHAIR combines advanced features, rock-solid reliability and striking aesthetic appeal. The ALTUS CHAIR brings in many dimensions for a total relaxation experience everytime. The ALTUS CHAIR starts with an infrared scan of your back. The infrared scan which is connected to the kiosk detects your shoulder height and the curvature of your back. The software in the kiosk then adjusts the massage to your body readings for a great massage. Choose from 5 automatic programs, 4 back massage courses with upper and lower neck massage or select from the 4 manual massage therapies The ALTUS CHAIR comes with full body heat therapy with individual controls in the back, seat and legrest. The Lower body traction gives a full body stretch decompressing the lower back and extending the hips, thighs, knees and ankles. The ALTUS CHAIR has a 30 inch stroke length for full back coverage. The ALTUS CHAIR is designed for the INDIAN HIGH CLASS market and can accomodate users up to 6 feet and is rated up to 150 kgs .

SPARKK is the first to introduce a truly wireless kiosk controlled massage chair which not only controls the massage type but also enables the user to play games , read e- books, listen to favourite music and many other data storage and transfer devices. The ALTUS CHAIR also provides a book wheel which has a book holding capacity of 30 books not only this , the book wheel is connected to the kiosk through which the book selection can be made and the user does not have to spend time searching for the desired book . The kiosk provided has a phones motherboard and DTMF software, the kiosk has a fibre body which can be easily cleaned and has duco paint finish .. The book wheel is made in such a way that it can hold 30 books and is directly controlled by the kiosk . The ALTUS CHAIR also has glass holder in which the user can put his coffee. Tea or any other which he likes .

SPECIFICATIONS :-

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PRODUCT AND BRAND MANAGEMENT,RIMS 2011

Operating Voltage:

110~120V / 50~60Hz

Power Consumption:

120 Watts to 290 Watts

Massaging Rated:

30 Minutes

Recline Angle:

115~175 Degrees

Massage Stroke Length:

30 Inches

Dimensions:

W33' x D45' x H47' (Upright) W33' x D71' x H33' (Recline)

Net Weight:

185 lbs

Material:

Fire Retardant PVC Leather

Components:

INDIAN Components

Highly automated kiosk Hihhly automated book wheel Glass holder Headphone Detachable Headrest Detachable Back Cushion Detachable Seat Cushion Price Rs. 1,50,000

Included:

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PRODUCT AND BRAND MANAGEMENT,RIMS 2011

Appearance:

The ALTUS CHAIR made by SPARKK is a strikingly elegant and contemporary massage chair fully controlled by a kiosk . The rounded side panels of the altus chair and long, curved arm rests are crafted for your comfort and relaxation. The backrest has a series of layered cushions that are soft and velvety. The padded backrest is soft and comfortable and comes with an adjustable headrest cushion. The armrests are long, wide and comfortable with built in air compression massage. The armrests ergonomically slide back when you recline the backrest, maintaining your arms in the same position. You can also raise the armrest upward and enter or exit the massage chair from the side. The Altus chair is a contemporary masterpiece of a massage chair

Incline/Recline:

The backrest and footrest of the Altus chair are motorized and fully controlled by the kiosk . With a touch of a button, they can be lowered and raised. The backrest or footrest can be operated either independently or in tandem.

Massage Functions:

The Altus chair has 4 manual massage therapies which are the following: Kneading, Tapping, Shiatsu and Pressing.

Kneading This massage technique gives you a gentle squeezing massage with an in and out movement which is great for relieving your stiff neck and shoulders. The kneading massage provides a sensation of small, circular motions of hands squeezing and releasing to relieve your tension and soreness.

Tapping This massage technique gives you a rapid tapping on your back muscles. The Tapping massage provides a sensation of hands rapidly tapping which gives you a revitalized and invigorated feeling.

Shiatsu This massage technique gives you a firm deep-tissue massage which is ideal if you have stiff shoulders or back muscles. The Shiatsu massage is a combination kneading/tapping. The Shiatsu massage provides a sensation that includes squeezing and tapping to relieve your stiff neck, shoulders or back muscles.

Pressing This massage technique gives you a slow pressing up and down your back along your spine. The Pressing massage provides a sensation of fingers pressing firmly along your spine to relieve pressure from your compressed cervical disks and

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PRODUCT AND BRAND MANAGEMENT,RIMS 2011

gently stretching your back muscles. The Altus chair comes with 5 automatic massage programs:

Relaxation Activation Vitality Morning Night

KIOSK which is touch screen and fully automated it is fit to the chair and it can be detached also ..

GLASS HOLDER WHICH WILL BE FIT IN IN THE CHAIR NEAR THE KIOSK

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WHAT IS MARKETING RESEARCH The marketing research process includes the systematic identification, collection, analysis and distribution of information for the purpose of knowledge development and decision making. The reasons and times at which your company or organization might consider performing marketing research varies, but the general purpose of gaining intelligence for decision making remains constant throughout. Whether you are conducting ad-hoc marketing research projects, creating a new marketing research program or revising an existing one, what are the key steps in the process? While there are dozens of little steps along the way, each of those steps fits into one of the six major steps of the marketing research process. Steps : Define the problem Determine research design Identify data type and sources Design data collection forms and questionnaires Determine sample plan and size Collect the data Analyse and interpret the data Prepare the research report

Step 1 DEFINE THE PROBLEM Our company SPARKK is launching a new product named Sparkk techy chair and In order to launch this wonderful product in the market it is very necessary to have a overall market research and to know our prospective customers , our competitors , swot analysis of the product and deep interpretation of the same . An survey was administered to collect the market research. The survey was issued to people within the target market segment. We

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PRODUCT AND BRAND MANAGEMENT,RIMS 2011 received a total of 100 returned surveys that provided Creative Concepts with significant amounts of valuable market research. To ensure accuracy and validity of the surveys, the survey design was outsourced to a statistics professional. The added expense of the survey creation was more than rewarded by accurate, valid market research.

STEP -2 - DETERMINE RESEARCH DESIGN There are basically three types of research design used first in exploratory second is descriptive and fourth is causal reasearch design . In our research we have used exploratory research design .

A. Target Market - Who are the customers? The target customers of the product sparkk techy chair are the corporate people, working housewives , students and the youth. The corporate people like the manager, sales peoples, H.R professionals and other business people are our main target customers. Apart from corporate people the youth, who use smart phone or tables or any such mobile device and those whose lifestyle is very hectic and do not get time for them selves are our target customers. The main reason for choosing these people as target customer is that these people spend the maximum time in office and also in case of working housewives who do not get time to relax and give time for their own health . This product will be very beneficial to them as it serve all purpose of data storage and transfer, massage and relaxation , it also has a book wheel with a capacity of 30 books, it also serves as an entertainment device. and according to the research conducted by us suggest that the maximum demand of this product is in youth and corporate people. B. Competition 1. Who are our competitors? The " sparkk techy chair " of our company is a very unique product with serves multiple purposes . It not only provides a kiosk in which we can manage our data , tranfer data through wi-fi enabled system but it also provides relaxation to those executives and working housewives who do not get time for themselves and have to continously keep on working . Our product also has a book wheel attached which will help the customers to store their favourite books and keep on relaxing in the chair for long hours that too without wasting time . The book wheel is controlled by the kiosk and the kiosk has the entire database of the books stored in the wheel , If the customer changes the book for example first he kept philip kotlers book and after 6 months he changed it to harry porter for his child , then automatically the database in the kiosk changes and the new update of books comes in . We can select the
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PRODUCT AND BRAND MANAGEMENT,RIMS 2011 books from the kiosk and the wheel automatically turns around towards the book and the consumer can easily pick the book up without spending much time in searching Our competitors for the massage chair category can be panasonic ,sanyo , omega . these companies are very old players for the massage chairs . OMEGA has a large variety of massage chairs with varied features it has its omega monatage premier massage chairs which is totally remote controlled and is wireless itis basically developed for the amierican market . omega also has its montage elite with mp3 player and highly remote controlled , serenity relaxation massage chairs , airies m2 orion etc. sanyo has massage chairs like HEC DR7700K, HEC SA5000K, HEC SA5000C,HEC SR1000Ketc . panasonic has products like Panasonic EP-30004 KU Real Pro Ultra Massage Chair, Panasonic EP-30006 TU Real Pro Ultra Massage Chair,Panasonic EP-30006 KU Real Pro Ultra Massage Chair etc Looking at the kiosk which we are providing with the massage we can get tough competition from apple , first touch kiosks by PROKAFT INDIA which have specialised in making cyber kiosks from fibre glass sheet metal and stainless steel . g3 signs, avon srg international , samsung , motorola are all competitoirs for the kiosk market. There is already a market for the massage chair and the kisok but separately . Till now no product has been launched which has all the features which our altus chair provides . sanyo has before come up with mp3 massage chair but we are bringing the kiosk , massage chair as well as the book wheel specially for those who love redaing books . the kiosk will also provide e- book facility from where it can donload any book . this product will also help students , students can download books from the kiosk and study while relaxing in the chair . kiosk is instored by large varieety of games which which will be loved by childen as well as adults in the age group of 10 to 20 and also above that . SWOT ANALYSIS: Strengths Highly wi-fi enabled Kiosk provided can be used for multipurpose like it can be used control the massage systems according to body type , chosing books from the book wheel , listening to music , playing games , reading e-books partnership with wi-fi companies like ezone Being a patent product gives it strategic and tactical advantages over a period of time.

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PRODUCT AND BRAND MANAGEMENT,RIMS 2011 Four manual massage therapies including kneading , tapping , shiatsu and pressing . Five automatic massage programmes in the kiosk relaxation. Activation , vitality , morning , night . Book shelf of 30 books capacity . Easy to clean and move from one place to another . Available in different colours and designs according to furniture colour and design .

Weakness Opportunities Participation within a growing market. Increased sales opportunities as the limit of technology is continually pushed upward. Threats Future/potential competition from panasonic , apple , omeag sanyo etc . Less consumer awareness The difficulty of building brand equity. The inability to scale rapidly to meet demand. Expensive therefore all the sections of the society cannot use it

C. Environment 1. The following are some important economic factors that will affect our product (such as country growth, industry health, economic trends, taxes, rising energy prices, etc.):Economic trends will affect our business.

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PRODUCT AND BRAND MANAGEMENT,RIMS 2011 Increase in petrol prices effect shipment charges. Fuel prices will directly affect our transportation cost. 2. The following are some important legal factors that will affect our market: Due to current environment of a country, less foreign investments expected, cause less industrial development. 3. The following are some important government factors: Company should be registered. There should be a legal agreement in case of partnership.

4. The following are other environmental factors that will affect our market, but over which we have no control:

Political Instability. Lack of business during days of disturbance in the country

Marketing Objectives The marketing objectives are as follows: Increase sales every month for the first two years. Increase repeat customers by 3% per quarter. Develop a brand image that is synonymous with quality within the Eugene community.

Financial Objectives The financial objectives include the following goals: B. Comparison
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Increase the profit margin by 1% per quarter. Hold spending at a steady level as a percentage of sales. Generate sufficient sales to eventually require the need to hire an additional employee.

PRODUCT AND BRAND MANAGEMENT,RIMS 2011 1. What advantages does our product/service have over those of the competition (consider such things as unique features, patents, expertise, special training, etc.) unique features 1. It is a unique product that can be used to relax as well as to work . 2. It consist of a book wheel 3. It has inbuilt memory used to trnsfer and store data and also controls the massage for each body type

II. MARKETING STRATEGIES - MARKET MIX Our marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service. Pricing- Our price is flexible in order to meet all of the customer's possible needs. Distribution- Generally the product will be available at all exclusive and some selective outlet of our company. Advertising and Promotion- A multi-pronged strategy will be used for the advertising/promotion campaign. Customer Service- We are keenly aware of the need to have exemplary customer support in order to increase their market penetration and achieve sustainable profitability.

Step 3 data collection and source There are two sources of data collection , primary sources and secondary sources . . An survey was administered to collect the market research. The survey was issued to people within the target market segment. We received a total of 100 returned surveys that provided Creative Concepts with significant amounts of valuable market research. To ensure accuracy and validity of the surveys, the survey design was outsourced to a statistics professional. The added expense of the survey creation was more than rewarded by accurate, valid market research. A questionnaire was made according to which interpretation was made primary sources like face to face interview , telephonic interviews of executives qnd interview of working housewives as well as students were taken .

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PRODUCT AND BRAND MANAGEMENT,RIMS 2011 Step- 4 sample size and plan Our sample size was 100 and we basicaly targeted the focus groups and our focus group were executives , working housewives and students . Thse were some of the questions which people whom we interviewed asked about the product and the answers which we gave were : Is the SPARKK TECHIE CHAIR universal? Yes, all components in the machine are universal. Upon purchasing an Internet Massage Chair, the machine will be shipped to your region with all currencies preset. All that is required is to plug it in and turn it on wherever your region is. What warranty do I receive with the purchase of this product ? For the first 3 months you will receive an onsite warranty that includes all parts and labour. Following this period, you will also receive 12 months phone support. Separately, the screen has a 3 year back to base warranty, and the keyboard has a 5 year back to base warranty. With the computer, if any error occurs you can airmail it back to us and we will express deliver a new unit. Are there any games in the product ? Simple flash and java games can be played in the machine; however at this stage it is unable to support more graphics intensive programs as the machine is equipped with integrated graphics. Development is currently underway on a bigger gaming model. This machine will have a dedicated graphics card which will enable the use of a variety of larger, more graphics intensive games. This will include popular gaming titles such as World of Warcraft, the steam client such as Counter-Strike and Team Fortress 2 and a whole lot more. Is it easily relocated? The SPARKK TECHIE CHAIR has been designed to be easily moved as it is mounted on wheels. The computer also provides a wireless card which would minimise the amount of cables leading to the unit. Both of these features lend themselves to an easily relocatable unit.

Can the chair/kiosl be upgraded? The unit is designed in such a way so that any massage chair can be mounted on the unit. If at a later date a new model is released, the chairs can be easily switched. The kiosk is also very easy to upgrade at a later stage as it has been designed as a universal plug in/plug out unit.

Analysis and interpretation

From the above questionnare and other market research it was found that this product can have a huge demand in the market because executives and working men are the majority who have preffered this product . People who are in marketing field and those who have to stay out of office for completion of sales target have liked this product a lot . Marketing and sales people need something on which they can work as well as relax after they come back home .
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Children and students have also liked this product because it is sophisticated as well as has multiple gaming options . Students will become more and more innovative in their approach and develope alove towards studying as per the working parents who cannot give much timeta home . Overall this product can be launched in the market and our target is mainly the high income class people who work in mncs and have ahigh pay package . We are targeting those people who are very conscious about their status and do not mind spending more for comfort , quality and status . PRICING OF THE PRODUCT Cost Break up for SPARKK TECHY CHAIR: Cost of Recliner set Cost of Kiosk Cost of Software Chair Accessories = Rs. 20,000-40,000 = Rs. 30,000-40,000 = Rs. 11,000 = Rs. 1,100 = Rs. 92,100 = Rs. 20,000 = Rs. 10,000 = Rs. 10,000 = Rs. 1,32,100 = Rs. 17,900

TOTAL (+) Market Research (+) Advertisement (+) Selling & Distt. TOTAL (+) Profit margin @ 13.5% PRICE TO BE CHARGED

= Rs. 1,50,000

Pricing Method:

Cost Plus Pricing: Cost-Plus Pricing is an approach that adds a standard markup to the cost of the product. This costing method is used to calculate the price of SPARKK Techy Chair. This includes all the fixed and variable cost used in producing each component of the product, i.e., recliner set, kiosk and other chair accessories. On the same, a profit of 11.33% is added to cover all the cost, thus providing a fair price to the customers.

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Pricing Objectives: Profit margin maximizationseeks to maximize the per-unit profit margin of a product. This objective is typically applied when the total number of units sold is expected to be low. Profit maximizationseeks to garner the greatest dollar amount in profits. This objective is not necessarily tied to the objective of profit margin maximization. Revenue maximizationseeks to maximize revenue from the sale of products without regard to profit. This objective can be useful when introducing a new product into the market with the goals of growing market share and establishing long-term customer base. Quality leadershipused to signal product quality to the consumer by placing prices on products that convey their quality. Quantity maximizationseeks to maximize the number of items sold. This objective may be chosen if you have an underlying goal of taking advantage of economies of scale that may be realized in the production or sales arenas. Status quoseeks to keep your product prices in line with the same or similar products offered by your competitors to avoid starting a price war or to maintain a stable level of profit generated from a particular product. Survivalput into place in situations where a business needs to price at a level that will just allow it to stay in business and cover essential costs. For a short time, the goal of making a profit is set aside for the goal of survival.

Pricing Process 1. Set Pricing Objectives: The first step in setting up price for the product includes a pricing objective as to what should be the targeted profit return, market share coverage, matching competitors price and non pricing competition. 2. Analyze demand: Second step involves analyzing the demand in the market according to which the price is determined. Based on demand in the market, the value of the product is decided and whether people will be willing to accept that product in the market at that price. 3. Draw conclusions from competitive intelligence: Competitive intelligence involves defining, gathering, analyzing, and distributing intelligence about products, customers, competitors. According to that various conclusions are drawn and the price is determined. 4. Select pricing strategy appropriate to the political, social, legal and economical environment: A PEST analysis is done based on which various pricing components
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PRODUCT AND BRAND MANAGEMENT,RIMS 2011 varied and changes according to the change in reforms in the country. Thus, it is an important aspect which is taken into consideration while determining the price of the product. 5. Determine specific prices: Specific prices are to be determined so as to differentiate it from other products present in the market. This should cover all the costs (fixed and variable) at the same time should have a profit margin on the same. Factors Considered while determining the price of the product 1. Cost: Price should include all the costs which includes fixed and variable costs and the price should be determined based on these costs. 2. Profit: The price should include a profit margin with the cost of the product to provide certain amount of gains to the company. 3. Market Demand: Market demand plays a crucial role in determining the price of the product. Because customers expect a high performance with a less price from a product and may not a pay a high price for a less worthy product. 4. Industry Standards: Prices are determined according to industry standards as a price beyond this will not be accepted in the market. 5. Experience: Since SPARKK Techy Chair is a new product in the market which has not been introduced in the market, it solely depends on how it performs among the competitors present. 6. Business Strategy: Price must include the cost in applying all the business strategies to launch the product in the market.

Pricing Strategy used Price Skimming: The practice of price skimming involves charging a relatively high price for a short time where a new, innovative, or much-improved product is launched onto a market. The objective with skimming is to skim off customers who are willing to pay more to have the product sooner; prices are lowered later when demand from the early adopters falls. The main objective of employing a price-skimming strategy is, therefore, to benefit from high short-term profits (due to the newness of the product) and from effective market segmentation.

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PRODUCT AND BRAND MANAGEMENT,RIMS 2011 Advantages: Where a product is distributed via dealers, the practice of price-skimming is very popular, since high prices for the supplier are translated into high mark-ups for the dealer Where a highly innovative product is launched, research and development costs are likely to be high, as are the costs of introducing the product to the market via promotion, advertising etc. In such cases, the practice of price-skimming allows for some return on the set-up costs By charging high prices initially, a company can build a high-quality image for its product.

The following questions have been answered while arriving at the price of the product

Is the price of the good or service of significant importance to target consumers? How popular is the product or service being offered? What pricing and marketing strategies are compatible with the business's other characteristics (location, service reputation, promotions, etc.)

Does the owner enjoy final pricing authority? Are there opportunities for special market promotions? What are competitors charging for similar goods or services? Should competitors' temporary price reductions be matched? What level of markup can be achieved for each product line or area of service? Will prices generate a satisfactory profit margin after calculating operating expenses and reductions?

When reducing prices on goods or services, do you consider competitors' likely reactions?

Are there legal factors to consider when establishing price? Should "odd pricing" or "multiple pricing" practices be introduced? Should marketing efforts highlight sales of selected high-profile products to attract customers?

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If coupons and other discount measures are offered, how will they impact on net profits?

Will characteristics of the product sold (handling costs, installation requirements, alterations, etc.) meaningfully add to operating costs?

Will product quantities be unduly reduced as a result of spoilage, breakage, employee theft, or shoplifting?

Will services such as home/office delivery, gift wrapping, etc. be included in the purchase price?

Are economic conditions in area of operation particularly good or bad?

PRODUCTION( SRIPARNA ADD)

MARKETING Marketing is done by the company to reach the customer so that their product is successful in market. Marketing has changed in past years, consumer calls it big now. Completion is not of selling of product but of retaining customers. Marketing has taken a new name of social marketing and so we have followed the following goals of marketing: The definition of target buyers as in our case its corporate executives and at home work employee. The customers are the corporate companies and the consumers are the employees in the company. Ours being a new concept of including kiosk and easy chair has no competitors in India so the analysis purely depends on the research done. Distribution channels for our product is company to customer or else company to retailers and then customer.

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PRODUCT AND BRAND MANAGEMENT,RIMS 2011 The unique positioning of the company as concentration on higher executives located in metros and huge cities. The reason why it is unique is because of its offers and the additional features. Price strategy used by the company is cost plus pricing which defines are profitability and value to customer. Marketing spending strategy with advertising and promotion, this gives boost to sales and make consumers happy. All possible research has been done for the product to be successful in market.

People should use our products to solve the problem. It should be user eccentric. Customer should get value from what we offer our product should be worthwhile of their money spent. Easier way of product usage and simplicity is what expected from the product These are the steps followed for marketing: 1. Creating a marketing plan that defines our target audience. Including the emotional response to a marketing campaign of the audience. 2. Creating a timeline and sales objectives for your plan. Decision about how many sales should occur before a certain deadline. 3. Advertising of our new product in the venues that your target audience visits. For example our target audience that is executives watch television only after office hours or late in evenings so use of television is best. 4. Continue running the highest performing marketing message in the most responsive venue. Stay updated on the market. This can be done through for example social marketing or word to mouth expirence. 5. Think of different markets that may find your product appealing. Rework your marketing plan for this new group of people.

USE OF MARKETING TOOLS

Internet An inexpensive way to start selling a new product through the Internet. We have designed a web page to promote our product to create our own online store where advertised and marketed. Create a website or blog putting pictures and also adding blog on internet to know their views. Referrals. The marketing team believes in referrals this creates new business leads and more customers. The key here is to ensure that you take a proactive approach

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PRODUCT AND BRAND MANAGEMENT,RIMS 2011 rather than a passive one. Instead of assuming that a satisfied client will refer someone to us, we will ask for that referral. Telling people who your ideal client is and asking for their help in finding these types of clients. Writing. This often under-utilized marketing strategy is an excellent way to become recognized as an industry expert. Every industry has trade magazines and most are hungry for good content. The Internet is also filled with websites and e-zines looking for material to send to their subscribers and customers. Cold calling. Without a doubt, this is usually the most challenging way to market a business -. However, it can be a good way to uncover qualified prospects in a relatively short period of time. Offer a guarantee. A concern many people have when changing suppliers is the risk associated with the change. They may not be completely satisfied with their existing supplier but the risk of choosing a supplier who may be worse can prevent them from changing. Eliminate this concern and offer a guarantee.

The customers will be happy with the following aspects of oour product: Colours : the corporate look and colours used by our creative team. Touch : simple and comforting touch of chair. Audio and visual: the use of audio and visual in the kiosk brings more light to it. Trust: trust on companys quality offering. Branding: the brand image of being a sole market offering such product. Usefulness: utility of the product to consumers Practicality: practical application to simplify and increase efficiency of executives. Emotional effect: reponse towards the product by Indian consumer is always emotional.

Now we come to the marketing startegies used by our company: 1. Relationship marketing: Relationship marketing focuses on customer retention and satisfaction in order to enhance your relationships with existing customers to increase
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PRODUCT AND BRAND MANAGEMENT,RIMS 2011 loyalty. Basically it concentrates on the relation with customers like in our case they are company executives, to get more clients through referring of their corporate partners or friends. Maintaining relation with these executives creates a huge profitas the company will expand on the basis of customer they have retained and so they will help bring more clients because of their satisfaction. 2. Niche marketing: the company is basically following niche marketing wherein the company Is producing unique product having no entrants in market.Usually the niche market is much smaller in terms of total customers and sales volume than the overall market. The company relies on its innovation and target market. The market targeted is small (of executives and at home work customers) and profitable so we conclude that the niche marketing is the best way of marketing a product in market to gain position in market. Concentration on one part creates higher amount of consumer satisfaction. 3. Word-of-Mouth marketing:which is the oldest and arguably the most effectivestrategy eventoday. We are using this strategy to increase our market as more the executives using our product talk more the product sell. The talk in market about the product will create huge market base and awareness among customers. Word about the product creates market enhancement. Thus the most important and the best way of marketing for our product. The expected product life cycle of our product by marketing

EXPECTED GROWTH
30 25 20 15 10 5 0

EXPECTED GROWTH

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PRODUCT AND BRAND MANAGEMENT,RIMS 2011 The research and development for about 8 months, then the introduction stage of about 18 months and then growth stage for about 24 months i.e. 2 years .the further stages will not be applicable for th company to decide now as the product is just launched. Lastly we would say Marketing isn't just about creating awareness......it's also about creating loyalty SALES AND DISTRIBUTION ( KHUSHBOO ADD)

CONCLUSION: From the purpose of, massage chair consumer groups, the "gifts" and "own" half and half; Massage chair users to the main groups of people over the age of 35, 35 to 45 years about 25%, 45 to 55, about 40%, more than 50 years of age, about 30% under the age of 35only 5% of the population."Personal purchase," about 65%, "customer buy" 35%; Massage chair buyers, and no obvious gender characteristics, but with prominent identity,massage chairs target consumers mainly in the high-income groups, the annual income of 50 thousand to 10 million, 15%, the annual income of 100,000 ~40% of 500,000 yuan, 500,000 yuan annual income of more than 45%; consumers with professional characteristics of private business owners, corporate executives, senior officers and other state organs, the main unit. Massage chair industry is relatively low popularity, the lack of well-known brands, so consumers buy massage chair, the more vulnerable to reputation, product functionality and performance. Buying channels to the main shopping malls and fitness equipment specialty stores, television direct marketing and supplemented by other sources.Such as online shopping increasing market share, channel diversity is the future, massage chair range enterprises to expand sales, develop the essential way of potential customers;From a consumer survey that affect the consumer purchase decision order of the elements: reputation, functionality, performance, appearance, price, brand and service. Massage chair industry, the consumption of this particular phenomenon, on the one hand enterprises to increase consumer education and product promotion efforts, guide and inspire more and greater market potential; the other hand, manufacturing companies need to develop targeted marketing strategy combinationIn product development, pricing and marketing to better meet the gift market demand and raise sales.

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