Multi-Facility Modern Table

Product Concept, Marketing Plan and

Digital Marketing Communication
Campaign

Presentation By
Pooja Agarwal, Ayush Sharma ,
Sheetal Singh, Neha Chauhan,
Prashant
Website
modernzzfurniture.wordpress.com
INFOGRAPHICS
 Product Idea
Product Representation

Brand Name: “MODERNZZ FURNITURE”

Reasons: People should buy this table this

table is not just for drinking coffee , it is a high
tech table which work in three ways , first, as a
coffee table. Second, as a refrigerator and
third, as a charging point for mobile, laptops
etc.
 Value Proposition
Brand Name & Value Proposition
Brand Name: “MODERNZZ FURNITURE”

Value Proposition
or Product Introduction:
1) People are multi tasking and they want high tech
things
2) This Coffee table is not just meant for drinking
coffee, but also people work on the coffee table on
laptops, mobile, tablets so we have sockets on one
side of the table.
3) While working they don’t want to rush to the kitchen
when feeling thirsty so we have a refrigerator
drawer, where soda bottles, water bottles, beer cans
can easily be stored.
4) Last but not least, people are ready to spend more
money on good quality and attractive goods so this
table will be great option for their living room.
 Marketing Plan
Product Concept – What problem is it solving?

The solution provided by the product: Problems:

1) We are giving you a coffee table
which is value for money.
2) Inbuilt refrigerator so you don’t
need to rush to the kitchen to
quench your thirst.
3) Electric socket provided so you can
work on your laptop, tablet, mobiles
while charging them there only.
4) Many concepts in one table.
1) People feel that why
should they pay more price
for just a coffee table?
2) They want high tech coffee
table with more options in it.
3) More uses with
Attractiveness
 VALUE PROPOSITION CANVAS
GAINS CREATORS

• 1 ampere, 2 ampere socket.

• Modern • More space to work
• Attractive • You get cold drinks like
• The ability to store more than 15 water, beer etc. while
small bottles in cool drawer. working
• Pre sales
• Electric socket to
service • Fill bottles of Soda,
charge mobile,
• Post sales beer In cool drawer.
laptops.
services • Connect your
• During use charger to the
PRODUCTS & SERVICES

services socket.
• Coffee table just for
• Coffee table with many drinking tea coffee is old.
features. • Tough to work on laptops &
• More space to work on coffee mobiles as no sockets.
• While working, feel thirsty
table.
and go to kitchen.
• Electric socket
• Refrigerator drawer

PAIN RELIEVERS
 Marketing Plan
Segmentation Table
BUSINESS COOL WORKING PROF. YOUNG
(HIGH TECH (BACHELORS ) FAMILY
PEOPLE) (NEWLY
MARRIED)
AGE 25 – 50 25 – 30 25 -35 YEARS
YEARS YEARS
SEX M/F/OTHERS M/F/OTHERS M/F
INCOME HIGH MED - HIGH HIGH
TECHNOLOGY HIGH HIGH HIGH
FAMILIARITY
MOBILE/LAPTO MED - HIGH HIGH HIGH
P
USAGE
PRODUCT HIGH MED - HIGH HIGH
CATEGORY
(EXP.)
PRICE LOW MED LOW
SENSITIVITY
SEGMENT HIGH LOW - MED HIGH
 Marketing Plan
Target Group and Buyer Persona
YOUNG
FAMILY
(NEWLY AMAN AND ANAMIKA GOT MARRIED
MARRIED) RECENTLY, THEY BOTH TOGETHER
25 -35 YEARS EARNS 1.6 LAKHS/ MONTH. THEY
M/F WANNA SHOW OFF HIGH TECH
THINGS THAT THEY HAVE TO THEIR
HIGH
FRIENDS AND RELATIVES. SO THIS
HIGH COFFEE TABLE WILL BE PERFECT FOR
TARGET GROUP THEM TO USE.
HIGH

HIGH

LOW
BUYER PERSONA
HIGH

50%
 Ayush & Sheetal

BOTH WORK IN SOFTWARE COMPANY, EARNING 1.6LAKHS/MONTH

TOGETHER. JUST TWO PERSON WITH HIGH INCOME. AND THEY
WANNA SHOW OFF.

MALE AND FEMALE BOTH. 25 TO 35 YEARS OF AGE, 80K

EACH/MONTH, METRO CITIES SUCH AS MUMBAI, DELHI ETC.

ONLINE THROUGH AMAZON, FLIPKART ETC. WEBSITE, SHOWROOM

ETC
 AMAN & ANAMIKA

PRIMARY GOAL IS TO GET SETTLED IN THE METRO CITY AND BUY ALL
THE NECESSARY THINGS TO RUN A HOUSE
SECONDARY GOAL IS TO BUY THE THINGS FOR SHOW OFF SUCH AS
EXPENSIVE FMCD PRODUCTS AND OUR HIGH TECH COFFEE TABLE.

THEY DON’T WANT A SIMPLE COFFEE TABLE AS EVERYONE NOW A

DAYS HAS A SIMPLE COFFEE TABLE IN THEIR HOUSES , THEY WANT
SOMETHING DIFFERENT WITH FEATURES AND TECHNOLOGY THAT
EVERYONE CANT AFFORD.

WE CAN SELL THEM OUR “HIGH TECH INBUILT REFRIGERATOR COFFEE

TABLE” FROM “MODERNZZ FURNITURES” WHICH HAS 3 FEATURES
AND THEY CAN SHOW OFF WITH THE BRAND VALUE AND
TECHNOLOGY.
 Ayush & Sheetal

THE GOALS THAT THEY WILL ACHIEVE IS THAT THEY WILL GET
MENTAL SATISFACTION FROM IT AND THEY WILL BE HAPPY TO
CALL PEOPLE(FRIENDS AND RELATIVES) AT THEIR HOME AND
SHOW OFF AND GET THE APPRECIATION FOR THE TECH SAVY
THINGS THEY HAVE. THERE WILL BE LESS CHALLENGES.

THEY WOULDN’T BUY OUR PRODUCT IF THEY GET A BETTER

PRODUCT AT LESS PRICE WITH MORE FEATURES AND QUALITY
BUT THAT AIN’T GONNA HAPPEN AS WE ARE GIVING A GREAT
PRODUCT AT GOOD PRICE.
 Ayush & Sheetal

“COFFEE TABLE, WHICH SUITS YOUR LIFESTYLE”

3 FEATURES IN ONE TABLE WITH GREAT PRICES AND ATTRACTIVE

COLOURS.
 Marketing Plan
Current Belief
OUR CURRENT COFFEE TABLE IS VERY
NORMAL COFFEE TABLE WITH NO
EXTRA FEATURES TO IT.
RTBs: Reasons to Believe
WE USE A NORMAL COFFEE TABLE AS
EVERYONE HAS IN THEIR HOUSES
WHICH IS NOT DIFFERENTIATED –
JUST MEANT TO HAVE TEA/COFFEE.
Current Do
Positioning
Value Proposition
Value Proposition Desired
Desired Belief Belief
OUR HIGH TECH COFFEE TABLE OUR HIGH TECH COFFEE TABLE
ENHANCES YOUR IMAGE AS IT IS WITH INBUILT REFRIGERATOR
TECHNOLOGY ORIEBTED AND IS FOR WILL ENHANCE YOUR IMAGE IN
TECH SAVY AND MODERN PEOPLE. FRONT OF OTHER PEOPLE.
1) OUR COFFEE TABLE IS MADE OF WE SHOULD PURCHSE THE
HIGH QUALITY MATERIALS. “MODERNZZ FURNITURE” –
2) WE PROVIDE YOU WITH PRE “HIGHDo
Desired TECH COFFEE TABLE”
SALES AND POST SALES SERVICES
3) WE ARE GIVING YOU THE
PRODUCT AT GOOD PRICE. Desired Do
 Marketing Plan
Marketing Mix – Product Concept
PRE SALES SERVICES Augmented Product
AFTER SALES SUPPORT COMFORTABLE
2 YEARS WARRANTY AND TECHNOLOGY
Actual Product ORIENTED

Core
Product

FREEDOM TO HAVE
COLD/HOT BEVERAGES
WHILE WORKING ON
LAPTOPS/MOBILES.
 Marketing Plan
Marketing Mix – Product Features
Product Photo (with features):

Features:
1) HIGH TECH COFFEE TABLE
FOR TECH SAVY PEOPLE.
2) INBUIT REFRIGERATOR IN
ONE BIG DRAWER.
3) BIG SPACE
4) 2 SMALL DRAWERS
5) ELECTRIC SOCKET ON
ONE SIDE OF TABLE.
6) ATTRACTIVE COLOUR
COMBINATIONS. USP: 3 IN 1 COFFEE TABLE. BIG SPACE, REFRIGERATOR DRAWER,
ELECTRIC SOCKET.
 Marketing Plan
Marketing Mix – Pricing
Pricing:
NICHE POSITIONING PRICING WILL
BE APPLICABLE FRO THIS PRODUCT.
I.E. PREMIUM AND SUPER
PREMIUM PRICING AS IT HAS
ELECTRIC FEATURES, REFRIGERATOR
FEATURES, AWESOM QUALITY
MATERIAL. SO MIDDLE AND LOWER
MIDDLE CLASS WONT BE ABLE TO
AFFORD IT.
PRICE – 80000 RUPEES
 Marketing Plan
Marketing Mix – Place
Physical Distribution:
SHOWROOMS: THERE WILL BE MY OWN
COMPANY SHOWROOMS WHERE THIS
TABLE WILL BE SOLD AS A PERSONAL
SELLING PROCESS.
FURNITURE RETAILER SHOPS: I WILL BE
GIVING THIS TABLE TO HIGH END
RETAILERS WILL BIG BRAND VALUE IN
URBAN CITIES AND SOME SUB-URBAN
CITIES AS WELL.
E-Commerce
WEBSITE: WE WILL BE HAVING OUR
OWN WEBSITE FROM WHERE THE
QUERIES TO SELLING WILL BE DONE.
FLIPKART/AMAZON/MINTRA/JUBONG
: WE WILL ALSO SELL OUR COFFEE
TABLE BY THESE ONLINE PLATFORMS.
SO THAT PEOPLE WHO DON’T LIKE TO
GO OUT FOR SHOPPING CAN BUY
FROM US.
 Marketing Plan
Marketing Mix – Promotion
Integrated Marketing Communication Campaign
IMC Campaign DIGITAL MARKETING CAMPAIGN “COFFEE TABLE, WHICH SUITS YOUR LIFESTYLE”
Title:
Advertisement TELIVISION, FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER, YOUTUBE.

Sales Promotion FACEBOOK, LINKEDIN, TWITTER.

Sponsorships -

Public Relations WEBSITE

Store Atmosphere PERSONAL SELLING SO FRIENDLY ATMOSPHERE BY SALES PERSONS

Direct Marketing IN SHOWROOMS

Personal Selling IN SHOWROOMS AND BIG RETAILERS STORE

 Digital Marketing Plan
Keywords Plan
SN Keywords Volum CPC
e
1 COFFEE TABLE 27100 Rs.9.03
2 HIGH TECH COFFEE TABLE 10 Rs.0.19
3 TECH SAVY COFFEE TABLE 15 Rs.0.21
4 COFFEE TABLE WITH TECHNOLOGY 500 Rs.1.16
5 COFFEE TABLE DESIGNS 5400 Rs.3.55
6 COFFEE TABLE IMAGES 170 Rs.3,18
7 CHEAP COFFEE TABLE 140 Rs.11.1
8 SMALL COFFEE TABLES 4700 Rs.10.4
9 COFFEE TABLES WITH STORAGE 1944 Rs.2.80
10 COFFEE TABLES FOR SALE 1528 RS.2.4
 Digital Marketing Plan
Digital Marketing Communications Plan
Digital Marketing Communication Campaign
DMC Campaign “COFFEE TABLE, WHICH SUITS YOUR LIFESTYLE”
Title:
Situation Analysis Competitors with market share – Century – 26%, Greenply - 23%, Action – 21%, Rushil
Décor - 11%, Nuchem - 8%, Mangalam - 6%, Others – 5%
Campaign To promote our product and market it in such a way that people feel attracted towards
Objectives it. And people who really wanna buy a high tech coffee table will buy only from us.
Campaign Many competitors, so people bargaining power is high.
Challenges
Target Audience Young family ( Newly married couple) who are earning more than 1.5 lakhs per month
and wanna show off with tec savy goods.
Communication To communicate the features , specifications of our good and how it is better from our
Objectives copetitors.

Strategy & As discussed, the campaign will be run both online and offline on different platforms.
Execution
 Digital Marketing Plan
Any Special Digital Strategy
Strategy:
We will be promoting our product with
the help of a digital marketing company
named “Creative crows” , they are best in
pune. They will make our website and it
will be made in such a way that our page
will be available on 1st page of google
when some keywords related to coffee
table will be typed. We might need to
pay more money but the profit is good.
Logic / Rationale:
In the starting we need to apply
almost every logic available to us and
applicable such that our product can
reach to the people who are literally
looking for the product like that.
So it will be a good option to invest in
the digital marketing and after our
brand and product will become
popular, we can make money.
Thank You