MARKETING STRATEGY: BITSY INFO TECH

INTRODUCTION
Bitsy Info Tech is a chain of computer retail stores Started in year 1997 in Mumbai by Mr. Satish Villait B.E

(Computers)
Offers wide range of computer products & services
It has customer base in Vasai, Borivali, Dahisar, Kandivali

& Malad. Customer can be classified into

End users Corporate clients

MOKSH PLAZA

BITSY

MARKETING OBJECTIVES
Increase sales in Mumbai (end users) Customer retention and acquire new customer base Create a good brand name Promote our website (www.bitsy.biz)

PROJECTED SALES
8

5 End-users 4 Corporate Clients

0 2010 2011 2012 2013

SITUATIONAL ANALYSIS
Market Research SWOT Analysis Porters Five Force STPD

MARKET SUMMARY
Computer market is a Buyers market & is increasing day

by day
6.3 % of total population owns a computer ( Economic Times 14th

March 2012)

Intense competition Have good potential to expand Understand customers changing needs Need of excellent after sales support

MARKET RESEARCH
Primary Research Method of survey Questionnaire Sample size 100 Students - 50 (Age 15- 25) Working class 50 (Age 20- 50) Existing customers sample size 10 Survey done in Mumbai Sub- urban regions like Andheri,

Malad, Kandivali, Borivali, Dahisar & central Mumbai Kalyan & Thane Secondary Research

ANALYSIS
No. of people having PC's or Laptops

No 38%

Yes 62%

Source of purchase

Showrooms 35% Local Dealers 65%

Period since they are using

5 years & more 15% 3-4 years 15%

1 year 45%

2 years 25%

How many users faced technical problems

No 28%

Yes 72%

Were they able to fix the problem on their own

No 45% Yes 55%

Does your dealer provide maintenance & trouble shooting services

Yes 30%

No 70%

Have you heard about "Bitsy"

Yes 35%

No 65%

MARKET TRENDS
Increase usage of personal computers Increase in internet usage and availability for Personal financial management Online bill paying or ticketing Internet purchases Research Academic Projects or studies. Social Networking Source of entertainment Source of income

MARKET NEEDS
Comprehensiveness Good Customer Support Presence Teaching Ability Reasonable Price

S.W.O.T ANALYSIS
Strengths Deals with both B-2-B & B-2-C
Years of experience Ability to teach Flexibility in serivces Provides wide range of products Online support 24x7 online sell portal

 Weakness No credit facility

Difficult to build brand

Less shop area Less awareness about Bitsy

 Opportunities Capture untapped market

Increase online sales Increase product range Free Home Delivery Customer telephone support Credit facilities Membership card system

 Threats Buyers market

Existing competitors
Local dealers

Big retailers (ezone, croma, vijay sales etc)

Online sale portals

PORTERS FIVE FORCE

SEGMENTATION
Geographic (Sub- urban & Central Mumbai) Demographic (Age, gender, occupation, family size,

income level)
Psychographic (Life style, interests) Behavioral ( Based on consumer responses ) Behavioral Variables

Reason & Occasion Frequency & Quantity Loyalty Buyers readiness stage

 Targeting

Positioning

Differentiation

MARKETING MIX

PRODUCTS & SERVICES

BRANDED PC & LAPTOPS

ASSEMBLED PCs

SERVICES

PRICE
Penetration Pricing

Value Based Pricing

Premium Pricing

PLACE
Location of shop
Prime Location Availability of Parking space Competitors Type of market place Neighborhood

PROMOTION
Banners & Posters in nearest locality Distribution of Pamphlets TV ads on local cables only Banner ads on local BEST Buses Online Ads Heavy promotions during festival & occasion Sponsorships to college events

PRESENTATION
Strategic Display of products in shop Adopt Mix Floor plan Security

PEOPLE
Expert Sales person Friendly & Helpful staff Polite behavior Qualified engineers

PROCESS
Prompt services for any technical support Building relationship with customer Value added services Explaining product features and guidance. Easy billing system

CUSTOMER RETENTION
Excellent technical support Annual Maintenance Services Promoting new offers & products Healthy Customer relationship

WEBSITE PROMOTION
Creating online advertisements Deals with online shopping websites City targeted ads Selecting right publishers Tie-ups with Digital Media

WEBSITE

ONLINE SUPPORT

MARKETING EXPENDITURE
PROMOTIONS COST ADVERTISING COST Banners & Hoardings Pamphlets Rs.35,000 Rs.1500 per 1000 pamphlets Rs.10 per 1000 impressions Rs.35,000 (Max) Rs.7000 per 1 lac sms Rs.8000 per month Rs.35,000 Rs.15,000 Rs.6,40,000 Rs.50,000 Rs.35,000 Rs.70,000 Rs.96,000 Annually

Banners on BEST Buses 1,60,000 per month Online Ads Sponsorships Bulk Messages Telephone Marketing

Cable TV ad Web site maintenance

Rs.2000 per day Rs.1200 per month

TOTAL

Rs.9,60,000 Rs.14,400
Rs.19,15,400

INITIAL COST OF NEW OUTLETS

Open New outlet (1200 sq. ft.) Deposit Rent Furniture & Interior Legal documentation Sales Staff (4 per shop) Technical Staff (2 per shop) Andheri Rs.4,50,000 p.a Rs.50,000 p. m Rs.4,00,000 Rs.35,000 Rs.24,000 p.m Rs.15,000 p. m Thane 3,00,000 p. a 35,000 4,00,000 35,000 Rs.24,000 p. m Rs.15,000 p. m

Opening Stock
Miscellaneous TOTAL

Rs.10,00,000
Rs.10,000 Rs.19,84,000

Rs.10,00,000
Rs.10,000 Rs.18,19,000

OVER ALL EXPENSES

Promotion Cost- Rs.19,15,400

Setup Cost of new outlets- Rs.38,03,000

Expected Turnover from all 4 retail shops- Rs.7.5 crore

after 2013 year end

REFERENCES
http://www.bitsy.biz/

http://www.mplans.com/computer_consulting_marketing_

plan/executive_summary_fc.php http://retail.about.com/od/marketingsalespromotion/a/mar keting_ideas.htm http://www.smsgatewaycenter.com/sms-pricing.html Marketing Management- Philip Kotler

QUESTIONS OR SUGGESTIONS?

THANK YOU
Presented By Kiran Waghmare (23) Bipin Bhanushali (08) Jugal Ruparel (46) Rohan Ingle (18) Rushab Seth (43) Mohit Jain (53)