Market Plan For Consumer Durable Goods

MARKETING APPLICATION & PRACTICES PROJECT MMS-I (SEM –II) CHANAKYA BATCH 2008-09 SUBMITTED TO: Ms. SEEMA AGARWAL  

MARKETING PLAN FOR CONSUMER DURABLE GOODS

MARKETING APPLICATION & PRACTICES

Group Members               Roll No. IZHAR MUSHRIF                             C-15 ANU PILLAI                             C-28 ANANDITA SINGH                        C-34 SAURABH SURYAWANSHI                        C-35 AMIT JAIN                                    C-44

CONSUMER DURABLE GOODS • Manufactured  products  that  have  a  relatively long life. • Long purchasing  cycle.

WHITE GOODS

White goods

Brown Goods

Consumer electronics

MARKET GROWTH• One  of  the  fastest  growing  industries  in India. • Industry sales - US$  4.5  billion  in  value,  in 2006-07. • More than 7 million  units  in  volume  terms.

MARKET SHARE OF SALES OF DIFFERENT CONSUMER DURABLE GOODS IN INDIA

Projected Growth Rates

SAI durables

LOCATION-NEW D.N. NAGAR,ANDHERI (W)

CONSTRUCTOR – VAIDEHI CONSTRUCTIONS SOCIETY – SAGAR SAHWAS COLONY

DIVISIONS AND EMPLOYE E STRENGT H

OWNER/PROPRIETOR  

RECEPTION BILLING ENTERTAINMENT ZONE 2 SUPERV. SSC PASS

TECHNO ZONE

DOMESTIC ZONE

MOBILE ZONE

3 SUPERV.

2 SUPERV.

1 SUPERV.

HSC PASS

HSC PASS

GRADUATE

SKILLED, TRAINED, GOOD COMMUNICATION SKILLS 2 WATCHMEN

ACCESSORY ZONE 2 SUPERV. HSC PASS

Working hours 10:00 am – 10:00 pm 7 Days

• Prime location. • Easy installment  facilities. • Availability of leading  brands. • Continuous technological  upgradation. • Additional facilities. • Working Hours. • “Value for Money”.

KIDDIZ CORNER

New entrant. Relatively high cost  structure. Competitors‘ better  facilities. Lesser bargaining from  suppliers. Less or no bargaining to  customers.

Infrastructural growth. Potential customers. Man Power.

Well established competitors. Economic slowdown.

PEST ANALYSIS

POLITICAL ENVIRONMENT

•   Legislation  such  as  the  minimum  wage  or  anti  discrimination laws. •   Voluntary  codes  and  practices. •  Market regulations. •   Trade  agreements,  tariffs or restrictions. •   Tax  levies  and  tax  breaks.

Contd...... •

Parking space –problem with M.P. – Ms. Priya Dutt

•

Elections – 2009.

  Government Policies •

Tax policies

•

Customs Duty - 

•

VALUE ADDED TAX

•

Municipalities levy tax on real estate

•

Octroi 

ECONOMICAL ENVIRONMENT India  

second  fastest  growing  economy in the world.

•

Liberal, open economy. 

•

7 % Economic future Growth.  

•

Market conditions.

•

Decline in foreign exchange 

    reserves, both IT and real estate.  •

High disposable income 

SOCIAL ENVIRONMENT 



Family,  friends,  colleagues,  neighbours,  media  &  their  attitudes,  interests  and  opinions. Younger population growing fast

Shopping: as a recreation • Cultural habits changing      –Acquiring Western look      –Changing attitudes        –Increasing awareness and spending on  grooming and      lifestyle •

Contd….. Competitive salaries. • Middle class dwelling revamped. • Modern conveniences natural and normal.       –Hectic  lifestyles  and  increasing  disposable  incomes  leading  to  increasing  convenience  sought.  • Convenience factors (working women, timesaving products). • Higher  end  products  increasingly  becoming  status symbols. •

TECHNOLOGICAL ENVIRONMENT 

Internet and other  information exchange  systems including telephone.



CCTV Cameras.



Software. 





Quality products with  superior technology. Technology up gradation.

Contd…………. • Going for higher end  products. • Spread  of  cable  and  satellite television. • Low  power  consumption,  low  service  requirement,  low  cost  of  operation, etc.

Customer analysis

CUSTOMER ANALYSIS • • • •

Population . Segmentation. Value drivers. Concentration of customer   for particular product.

Competitor analysis

COMPETITOR ANALYSIS • CROMA      - Tata group      - Well established       - High market share      - Middle class do not prefer

Contd………. • ALPHA           -  Low  price  for  products.      - High demand among  customers.           -  Customers  do  not  purchase  high      investment goods. 

Financial plans

BUDGET ➲

➲

➲

➲

Initial Investment – Rs. 30Cr  which includesStart  up  expenses  –  Legal,  Stationary,  Consultants  (Lawyers, Real Estate Agents  etc.),  Advertising,  Furniture  and Fittings. Advance  Deposit  for  Rented  Show-Room – Rs.50 Lakh. Rent  @  Rs.  10  Lakh  per  Month.

SOURCES OF FUNDS •

• • •

Loan from SBI Bank – Rs. 25  Cr. Proprietor’s Fund – Rs. 5 Cr. Interest Rate – 9 % Term Period – 72 months

SALES FORECAST SALES

1ST YEAR

2ND YEAR

3RD YEAR

4TH YEAR

5TH YEAR

1ST 6 MONTH S

200

290

420

600

800

2ND 6 MONTH S

240

350

500

720

900

TOTAL

440

640

920

1320

1700



T.V.



Music System



Tape Recorders



CD Players



DVD Players 



Video Games



Computer(PC)



Laptop



Cameras



Web Cam



Handy Cam



Calculator



Refrigerator 



Washing Machine



Dish-Washer



Oven



Mixer



Iron



Water Heaters



Handsets



SIM Cards



Brand Variety



CD's, DVD's



Pen Drives 



Bluetooth



Memory Cards



Chargers

PRICING STRATEGIES • • • •

Affordable Price Discounts Free Gift Credit & Debit Card  Facility • Financing Options • Warranty & Guaranty

PLACE

• Ware House • Location • D.N.Nagar.(Andheri)

• Supplier • Transportation • Free Home Delivery

promotion

PROMOTION • Hoardings • Shop Website  www.saidurables.com • Newspaper • Local Cable • Mouth Publicity • Quantity Based  Discounts • Festival Offers • Demonstrations

Quality policies  Claim for ISO

•

 Training sales people.

•

 Suggestion to customers.

•

 Knowledge about the product.

•

 After sale service.

•

 Feedback from customers for   

•

improvement.

PROJECTION S FUTURE ASPECTS

SHORT - TERM • Construction of new  housing societies. • Stationary Section. • Customers of Very High  Income Group – On the  way to Lokhandwala and  Seven Bunglows.

.

LONG-TERM • Establish itself  against competitors. • Franchises beyond  Mumbai.

CONCLUSI ON

WEBLIOGRAPHY • www.google.com • www.sbi.com