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(2019-21)
MARKETING MANAGEMENT PROJECT
ON
LAUNCH OF A PRODUCT ALONG WITH
APPLICATIONS OF DIFFERENT MARKETING
MODELS
SUBMITTED TO: SUBMITTED BY:
PROF. SAKHI CHABBRA
DIVYAM KHANDELWAL 19BSP3738
YASHASWI VERMA 19BSP3339
YASHPAL 19BSP3348
VAIBHAV GUPTA 19BSP3124
SHIVAM SONI 19BSP2625
RAJAN JAIN 19BSP2119
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CONTENTS

TOPICS PAGE NO.

S NO.

1 INTRODUCTION

2 ACKNOWLWDGEMENT

3 ABOUT PRODUCT

4 MARKET SCENARIO

5 TARGET CUSTOMER

6 PRODUCT DIFFERENTIATION

7 PRICING

8 TARGET MARKETING

9 COMPETITOR

10 PROMOTION

11 PESTEL ANALYSIS

12 SWOT ANALYSIS

13 PORTER FIVE FORCES

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INTRODUCTION

Marketing can be defined as a process of socializing or communicating the value of

product or services to the customer with the objective to sell product or services. It is a
critical functions of business which focuses towards attracting the customer. If properly
planned and executed, marketing aims at getting far better results in the form of
increased sales, brands/image building and higher revenue etc.

The aim of this report is to provide an understanding of how marketing, research,

planning and marketing mix are used in all organization. Marketing is not only earning
profits, but also to gain customer satisfaction.
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ACKNOWLEDGEMENT

Foremost, we would like to express our sincere gratitude to our advisor,

Prof. SAKHI CHABBRA for the continuous support of our project study and research, for
her patience, motivation, enthusiasm, immense knowledge, insightful comments, and hard
questions.
Her guidance helped us in all the time of research and writing of this project. We could not
have imagined having a better adviser and mentor for our project activity.
Besides our adviser, We would like to thank our librarian (name), for allowing us to use the
books that we felt that were necessary in our group project.
Our sincere thanks also goes to Larry Page and Sergey Brim founder of Google for providing
us platform in finding accurate data related to product to be launched.
We thank our members of this Group: YASHASVI VERMA, YASHPAL, VAIBHAV
GUPTA, SHIVAM SONI, DIVYAM KHANDELWAL & RAJAN JAINfor the stimulating
discussions, for the sleepless nights we were working together before deadlines, and for all
the fun we have had in the last four weeks in the process of making these bunch of paper a
fruitful one.
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ABOUT PRODUCT

THOUGHT PROCESS BEGINS!!!

After reaching Gurugram for our Post-Graduation, Shopping was still left behind for certain
items. We were in the market to buy a particular product that can both cool or heat the matter,
unfortunately we were outburst by the electric kettles one way that can only heat the matter,
and portable refrigerators that only can cool the matter. Even others buyers were in search
same type of product as we were in. Next Day, we tthought WHY NOT A LAUNCHING OF
PRODUCT- WITH COMPLETE MARKETING STRATEGY ALONG WITH
APPLICATION OF CERTAIN MARKETING MODELS OVER IT.

So, after studying the problems of general public, we hereby exhibit a launch of product
naming, MAGIC KETTLE, under the brand ZENITH, in view of tag line “HAVE IT
BOLD, HOT & COLD” It’s a glass/metalvessel with flat bottom, used to heat water as well
to cool it down, automatically switches off when reaches boiling point. Magic vessel is
portable and convenient product. This product can satisfy the immediate snack need of the
customer
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MARKET SENERIO

 India is one of the most vibrant kitchen appliance markets today and brands are investing
heavily on the franchise model for better and quicker expansion in the local markets. As
per globe newswire, Kitchen Appliances market recorded strong growth, with a CAGR
of over 13%during review period of 2011-16.

 During the past few years, category like Hobs, Blenders, Microwaves, Cooker Hoods,
Food Processors, Toaster, Cookers, built-in Ovens, Electric Kettles, Dishwashers and
Coffee Machines recorded double digit value growth.

 Kkitchen appliances coupled with new launches at wide price points targeting different
income groups, growing energy and performance efficiency of kitchen appliances.

 So, it can be easily said that with rising per capita disposable income of consumers the
kitchen appliance market is set to grow even faster. The price conscious Indian buyer is
now seeking for better and in fact the best options in the market.

 The brands are also doing their bit to get best products on the counters for quick sale.
The kitchen appliance brands have focused themselves in offering high-quality products
at lowest possible prices.
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TARGETED CUSTOMERS

A marketing strategy is selecting and describing one or more target

markets that a company's product or service will identify for business opportunities.
A target market is a defined group most likely to buy a company's products or
services. This group usually has similar product needs, such as college students who
usually have an appetite for affordable cars, technology products, dorm room goods,
etc. Once a target market is identified by a company, a target market strategy needs
to be created in order to decide on how to promote, communicate and reach the
group.
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PRICING

Pricing strategies play an important role in determining how many customers are going to buy
a company's new product or continue buying its existing products. Small and large businesses
set prices based on the competitive environment, customer-buying preferences and product
quality. The main objectives of a pricing strategy are to cover costs, earn a reasonable profit
and grow market share.

New-product pricing strategies apply when a startup is launching its first product or an
established company is rolling out a new brand. These strategies include cost-based pricing,
competitive pricing and setting the highest price possible.
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PLACE

Place strategy plays a fundamental role in the marketing mix of a product or service. Place
strategy outlines how and where a company will place its products and services in an attempt
to gain market share and consumer purchases. This component of the 4Ps is sometimes
referred to as the distribution strategy and may include stores, both physical and online, and
any other means by which the company can reach customers.
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PRODUCT DIFFERENTIATION

Product differentiation is a marketing strategy that businesses use to distinguish a product

from similar offerings on the market. The difference could be something concrete, like speed,
power, performance and better service. Or, it could be a more ephemeral quality, such as just
being cooler or more stylish than your competitors. For small businesses, a product
differentiation strategy may provide a competitive advantage in a market dominated by larger
companies.
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COMPANY / BRAND
Your brand is more than your logo, name or slogan — it’s the entire experience your prospects
and customers have with your company, product or service.

Your brand strategy defines what you stand for, a promise you make, and the personality you
convey. And while it includes your logo, color palette and slogan, those are only creative
elements that convey your brand. Instead, your brand lives in every day-to-day interaction you
have with your market:

 The images you convey

 The messages you deliver on your website, proposals and campaigns

 A customer’s opinion of you versus your competition

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MARKET TARGETING

Targeting in marketing is a strategy that breaks a large market into smaller segments to
concentrate on a specific group of customers within that audience. It defines a segment
of customers based on their unique characteristics and focuses solely on serving them.

Instead of trying to reach an entire market, a brand uses target marketing to put their
energy into connecting with a specific, defined group within that market.
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COMPETITORS

Competitor analysis in marketing and strategic management is an assessment of the

strengths and weaknesses of current and potential competitors. This analysis provides both
an offensive and defensive strategic context to identify opportunities and threats. Profiling
combines all of the relevant sources of competitor analysis into one framework in the support
of efficient and effective strategy formulation, implementation, monitoring and adjustment. [1]
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PROMOTIONS

 Promotion refers to any type of marketing communication used to inform or persuade

target audiences of the relative merits of a product, service, brand or issue.

 The aim of promotion is to increase awareness, create interest, generate sales or create
brand loyalty.

NOTE: Promotion is also one of the elements in the promotional mix or promotional
plan,EXAMPLES : Personal selling, advertising,sales promotion, Direct
marketing publicity, exhibitions

PRODUCT
TAGLINE
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PESTEL ANALYSIS
1. Environmental Factors

Before entering new markets or starting a new business in existing market the
firm should carefully evaluate the environmental standards that are required to
operate in those markets. Some of the environmental factors that a firm should
consider beforehand are -

 Climate change
 Laws regulating environment pollution
 Recycling
 Waste management in Technology sector
 Attitudes toward “green” or ecological products
 Attitudes toward and support for renewable energy

2. Legal Factors

In number of countries, the legal framework and institutions are not robust
enough to protect the intellectual property rights of an organization. A firm
should carefully evaluate before entering such markets as it can lead to theft of
organization’s secret sauce thus the overall competitive edge. Some of the legal
factors that Electronic Arts Inc .leadership should consider while entering a new
market are -

 Anti-trust law in Multimedia & Graphics Software industry and overall in

the country.
 Copyright, patents / Intellectual property law
 Consumer protection and e-commerce
 Health and safety law

3. Technological Factors

As a firm should not only do technological analysis of the industry but also the
speed at which technology disrupts that industry. Slow speed will give more time
while fast speed of technological disruption may give a firm little time to cope
and be profitable. Technology analysis involves understanding the following
impacts -

 Recent technological developments

 Technology's impact on product offering
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 Rate of technological diffusion

4. Social Factors

Social factors that leadership of Electronic Arts Inc. should analyse for PESTEL
analysis are -

 Demographics and skill level of the population

 Class structure, hierarchy and power structure in the society.
 Education level as well as education standard in the Electronic Arts Inc. ’s
industry
 Culture (gender roles, social conventions etc.)
 Entrepreneurial spirit and broader nature of the society. Some societies
encourage entrepreneurship while some don’t.
 Attitudes (health, environmental consciousness, etc.)

5. Economic Factors

Economic factors relate to economic policies, economic structures and to what

degree the economy impacts the business.

 Inflation - Affect how a consumer buys a goods and it decrease

people’s ability to pay for goods
 Industry growth - Change in market share have large impact on
performance of company
 International trade - Affected by price or supply and demand Influence
of trade barrier/ may be product of tariff increase. Foreign exchange
rate can affect the product sale.

6. Political Factors

 Level of corruption - especially levels of regulation in Technology sector.

 Bureaucracy and interference by government.
 Legal framework for contract enforcement
 Trade regulations & tariffs related to Technology
 Favored trading partners
 Pricing regulations – Are there any pricing regulatory mechanism for
Technology
 Taxation - tax rates and incentives

SWOT ANALYSIS OF MAGIC VESSEL
STRENGTH
 Products with cooling and heating
options.
 Usability- the degree to which
something able or fit to be used.
 Chargeable - receive and store
electrical energy in a battery.
 Portability - Easy to carry and handle
everywhere we want to.
OPPURTUNITIES
 Varied target customer segment.
 Substitute for different products.
 First mover advantage.
 Launching the product at global level.
 Can be used by companies which
organizes trips and tours.
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WEAKNESS
 Standard temperatures only.
 Requires charging.
 Available in standard sizes only.
 If the product is more heated, then it
can explode.
THREATS
 High price as compared to general
products.
 Need to increase awareness.
 Market already flooded with
substitute.
 Threat of new entrance.
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MICHEAL PORTER 5 FORCES

1. Threat of new entrance

 New entrance also places a limit on price and affect the profitability of
existing player.
 New entrance is always a powerful source of competition.

2. Bargaining power of customer

 Bargaining power of customer is low as there is very low competition are

available in the market of our product.
 Bargaining power of buyer influence not only the price that we can charge
but also influence in many cases, cost and investment.
 As we are newly entered company so we should keep our profit margin low
to gather the whole market.

3. Bargaining power of supplier

 Bargaining power of supplier is less as there are many suppliers are

available in the market.
 Therefore, there will be less pressure on us from supplier as we can go to
supplier who will supply us best product at a low cost.
 Bargaining power of supplier help us in determining the cost of raw
materials and other inputs of the industry and, therefore industry
attractiveness and profitability. Example -Aroma House wares, Conair,
Grouped SEB, Hamilton Beach Brands, Spectrum Brands etc., are the
some of our suppliers.
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4. Rivalry seller

 This is what normally understood as competitors likewise there is very low

competition available in the market in this product in India as no Indian
company has come up with this idea of hot and cool electric flask.

5. Threat for substitute

 There is high level of substitute available in the market such as fridge water
cooler electric kettle induction and many more.
 Substitute products are hidden source of competition in an industry.
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PLAN FOR BUSINESS LAUNCH

Strengths of Business Concept
The strengths of the business are:

• Personally tested and tried local and area markets.

• Nonperishable raw materials/No loss

• Low financial risk

• Cash business

• Low cost of goods sold

• Popular product

• Flexible work schedule (days and hours)

Critical Steps of the Business Launch:

• Recruit an employee to work within the business and support company.

• Be certain all is in place for the owner’s financial and health stability

• Business plan (completed)

• Set up record keeping for the business and for Company Social Security.

• Legal Issues— Finalize all legal issues & purchase liability insurance.

• Ongoing Business Counseling — Continues working with business counselors

to ensure the success of Magic Kettle including First Step Mentors, Score
Advisors, Vocational Rehabilitation, and Social Security .
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Go! Or No Go! With The Product

 Magic Kettle will “Go!” based on this business plan, successful trials
completed, successful startup funding acquired, and the attached financial
projections.
 We will continue to use the First Step Mentor Program and advice from
established business advisory mentors to be objective about the business’
progress.
 Vocational Rehabilitation, Social Security, Indian Council on
Developmental Disabilities, and Medicaid support is critical to make this a
success for our Magic Kettle.