Marketing Mix :The TwinMon will be introduced in June.

Here are the

summaries of action programs we will use during the first six months to achieve
our stated objectives.
May: We will launch .million trade sales promotion campaign and participate
in major industry tech trade shows to educate dealers and generate channel
support for the product launch in June. Also the buzz will be created by
presentation to product reviewers, opinion leaders, influential bloggers and
big industry users. Our training staff will work with retail sales personnel at
major chains as Croma, Vijay sales, Reliance digital to explain product features
,benefits and advantages.
June: The product caters to specialized needs of high end financial market
traders ,gamers, meteorological research stations etc. Keeping the target
market in mind we will start an integrated print/Media (business news
channel)/internet campaign targeting professionals and consumers. The
campaign will emphasize on functions, convenience and benefits of TwinMon.
This multi media campaign will be supported by point of sale signage as well as
online only ads and video tours. We will also open online booking and sale
window through major e commerce portals as flipkart, amazon etc.
July: As the multimedia advertising campaign continues we will add consumer
promotions such as a contest where users post their videos to our websites
showing how they use TwinMon in their own unique ways. We will organize
gaming contest at major locations and record gamers observation on the
product. We will also distribute point of purchase displays to support our
retailers.
August: we will hold trade sales contest offering prizes for the salesperson and
retail organization that sell the most TwinMon monitors during a month.
September: We will roll out a national advertisement on front page of
newspapers with the picture of TwinMon having tagline Youve got Twins
October: We will exhibit at the major stock exchange events, electronic gadget
events etc. and provide retailers with the new handouts as sales aids. In
addition we will conduct consumer satisfaction survey and analyze the
research for product improvement and future campaigns.
Financials:
The first year sales revenue for the TwinMon is projected at Rs.57.6 Cr., with
an average realized price Rs.36000 of per unit and variable cost per unit of
Rs.15000 for unit sales of 16000.We anticipate a first year profit of upto
Rs.33.6 Cr. Breakeven calculations indicate that the TwinMon will become
profitable after the sales volume exceeds 23810 units during the products
second year. Our breakeven analysis assumes per unit revenue of Rs.21000,
variable cost of Rs.15000 per unit and estimated first year fixed cost of Rs.50
Cr.With these assumptions, the breakeven calculation is
Break even Units= 500000000 = 23810 Units
21000



Market size 3.4
in
Millions
Target Year 1 16000 units
target year 2 19200 units

price 36000 per unit
variable cost 15000 per unit
contribution
margin 21000 per unit
Total Revenue 57.6 Cr.
Net Revenue 33.6 Cr.
Fixed cost` 50 Cr.
breakeven 23809.524 units



Reference:
Monitor Market in India
http://www.reuters.com/article/2014/05/13/research-and-markets-
idUSnBw135777a+100+BSW20140513