Going To Market Report Final

MARKETING PLAN REPORT 201 1
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MARKETING PLAN REPORT
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SPANUM
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Contents
Executive summary:..................................................................................................6 Introduction:...........................................................................................................6 Product: Magic Multi Purpose Steamer...................................................................6 Strengths:............................................................................................................6 Opportunity:........................................................................................................6 Segmentation, Targeting and Positioning:..............................................................7 Marketing Strategies:.............................................................................................7 The marketing mix of 4 PS is as follows:...........................................................................7 Product Mix..........................................................................................................7
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Price.....................................................................................................................8
Place:...................................................................................................................8 BANGALORTHE MARKETING PLAN REPORT UNDER Promotion............................................................................................................8 GUIDANCE OF: Short and long term projections:............................................................................8 Challenge................................................................................................................9 SUBMITTED BY: Company overview:.................................................................................................10 1. ANKIT SAXENA (A05) Customer analysis:..................................................................................................10 2. MITESH LASHKARI (A11) 3. NITIN TULSIAN (A17) Competitor Analysis.................................................................................................11 4. PUNIT SINGHAL (A23) Existing Steam Cookers........................................................................................11 5. SANDIP SANKAR SARANGI Durga Enterprises..............................................................................................11 (A29) 6. URVASHI SONEJA (A35) Unistar...............................................................................................................12 Pressure Cookers..................................................................................................12 TTK Prestige.......................................................................................................12 Hawkins Cookers...............................................................................................13 Key players in the industry...................................................................................14 3|Page NMIMS BANGALORE
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PEST ANALYSIS (Indian Market):..............................................................................15 Political.................................................................................................................15 Economical...........................................................................................................15 Social....................................................................................................................15 Technological........................................................................................................15 SWOT ANALYSIS.......................................................................................................16 Strengths..............................................................................................................16 Weaknesses..........................................................................................................16 Opportunities........................................................................................................16 Threats.................................................................................................................17 Market Segmentation...............................................................................................17 Target Market..........................................................................................................17 Positioning...............................................................................................................20 MARKETING STRATEGIES.........................................................................................20 Product Mix...........................................................................................................20 Multi-purpose steamer.......................................................................................20 Features and Benefits........................................................................................21 Directions to Use...............................................................................................22 Core Product......................................................................................................22 Actual Product...................................................................................................22 Expected Product...............................................................................................22 Augmented Product...........................................................................................22 Potential Product...............................................................................................23 Packaging..........................................................................................................24 Comparison with other types of cooking...............................................................24 Pricing...................................................................................................................25 Place.....................................................................................................................26 Promotion:............................................................................................................27 4|Page NMIMS BANGALORE
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Consumer Promotion.........................................................................................27 Internet Marketing.............................................................................................28 Print Media.........................................................................................................28 Trade promotion................................................................................................28 Short & long term projections...............................................................................29 Market Research Survey and Findings.....................................................................31 Questionnaire.......................................................................................................31 References...............................................................................................................38 Websites...............................................................................................................38 Textbook...............................................................................................................38 Textbook
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Executive summary:
Introduction:
Spanum is a new setup and the goal of the organization is to keep the customers updated with innovative and new cooking appliances to make cooking fun and simple at affordable cost and high quality.
Product: Magic Multi Purpose Steamer

The Magic Multi-Purpose Steamer is a full size, portable kitchen appliance that helps families enjoy completely steamed meals through healthy cooking method. It enables a large variety of food to be simultaneously steamed in one appliance; can feed an entire family for meal.
Strengths:
The size of the Magic Steamer is larger as compared to the products available in the market. It can cater to a family size of about 7-8 people at once.
Retains the nutrition content. Spices, herbs and other seasonings naturally get absorbed in the food.
Circular rotation of steam within the steamer provides 360 degree cooking.
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Opportunity:
Considering its capacity, it is first of its kind in the Indian market, which will bring the first mover advantage.
Segmentation, Targeting and Positioning:

On the basis of demographics and psychographic behavior, the customer market has been segmented on the basis of eating habits. After segmentation, the target market has been identified as Children, Old age people and small restaurant owners near the coastal areas. Positioning has been to project the product as a mean of healthy and tasty cooking with convenience, which brings the concept of traditional cooking in practice again.
Marketing Strategies:
The marketing mix of 4 PS is as follows:
Product Mix - The Magic Multi-Purpose Steamer is a free standing unit with wheels so
that it can easily be moved indoor in the kitchen, or outdoor in the backyard for celebrations. It derives its heat from attachable propane or for fixed use it can be used with gas pipeline.
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Directly above the burner pipe is a compartment in which lava rocks are stored which ensure even heat distribution. a. It can be used to prepare practically all types of food items, from a wide variety of vegetables (broccoli, carrots, cauliflower, eggplant, corn, green beans, etc.), to poultry, meats and seafood, to starches like potatoes, pastas and rice. b. Steaming fruits makes it easier to juice them. c. Cold food can be reheated by using steam without affecting the food quality.
Price - Value pricing will be used where the operations will be designed in a way that cost
of production is low without sacrificing the quality. This will help attract a large number of value-conscious customers. So the product will be priced in the range of Rs. 2999 to 3499.
Place: Push strategy will be used for the product.
Two types of distribution channels would be followed:

a) Traditional distribution system: Manufacturer ->Distributors->Retailers-> Customers..
b) E- Commerce- Enabling the customer to purchase through some sites such as shopping.indiatimes.com, shopping.rediff.com, naaptol.com.
Promotion: Following strategies will be implemented for promotion:
Consumer promotion: Demonstrating products in malls, offering price discounts of 25% on MRP.
Internet Marketing
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Print Media Trade Promotion: A margin of 8 to 10% will be provided to distributors on the sales invoice, the retailers will be provided a margin of 10 to 12%, demonstration of the product in Exhibitions, Fairs & Trade shows.
Short and long term projections:
Sales have been forecasted for upcoming three years on the basis of target market i.e. 2.1mn.
For the first year 0.9% of 2.1m would be captured which is equal to 18090 people& 18% of growth thereafter for next two years.
As the product is in introductory stage so there is nearby Rs 25 mn expenditure on promotional activities which includes trade promotion, sales promotion, advertisement, etc. In the initial stage push strategy will be followed, so most of the expenditure would be on trade promotion which is nearby 25% of total fixed costs.
Challenge:
Ours is a multipurpose steamer which is used for steam cooking food in a healthy manner.Since our product is new in the market, the challenge would be to establish a long lasting relationship with the distribution channels and create brand equity for ourselves by supplying quality product. The main challenge is to convert people from using traditional ways of cooking to
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using multipurpose steamer. So customers need to be made aware about the advantages of steamed cooking as well as our product. Also to face competition from our customers by creating a good market share. The aim is to achieve 18090 units of sales in the year 2012 followed by 18% growth on yearly basis.
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Company overview:
Spanum is a new setup and the goal of the organization is to keep the customers updated with innovative and new cooking appliances to make cooking fun and simple at affordable cost and high quality.
Customer analysis:
This product can be used outdoors and can be included in the successful product category of outdoor cooking items. Over 15 million units of outdoor cooking equipment are sold every year. This product is ideal for:
Children who are in their teething years. They need soft and easy to chew food. Diet conscious people. Health conscious people, mainly people above45years of age prefer steam cooked food.
Old age people who use dentures and partials.

Ideal for a family size of 7-8 members.
Therefore, the target customers can be divided into below two categories:
Direct Customer: Health conscious people who are earning. Indirect Customer: Young people buying product for their parents and children.
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Marketing research survey shows that the customers for cooking appliances are not much brand loyal or brand specific. They are somehow price sensitive and most customers prefer to purchase cooking utensils at a discounted rate or at the time of offers. Initially cities like Delhi, Mumbai, Bangalore and Goa will be targeted. Total population in above cities is around 33.5 million. Thus considering a target population to be around 6 percent so the target customer population is around 2.01 million.
Competitor Analysis:
Two products can be seen as major competitors to our product.
Existing Steam Cookers: There are no established players in this category as such as
this product is still in the evolution phase. Still there are some local companies manufacturing steam cookers and using local area distributors for selling.
Durga Enterprises: It is a retailer selling steam cookers online. Price of products
offered varies from Rs. 1000 to Rs. 2200. One of the products sold by firm in this category has following description:
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60 min Auto stop timer
Stackable trays for easy storage 3 steam baskets with rice bowl
Unistar: Unistar is a retailer offering steam cooker ranging from Rs. 1200 to Rs. 2400.
One of the products offered by firm has following features:

Special Slots For Holding Eggs Three Steam Compartments And A Rice Bowl
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Pressure Cookers: This has been preferred option for cooking foods over long time.
Although market reports suggest that Pressure Cooker market is almost stagnated. The penetration of Cookers in Indian households is as low as 36% and rural market penetration is only 18%. Major player in this category in India are as follows:
TTK Prestige: TTK Prestige Limited is one of the worlds largest manufacturers of
Pressure Cookers. Pioneers in this industry, Prestige has the largest range of pressure cookers in the country. There are more than 52 variants of pressure cookers in companys product portfolio. Its products range from Rs. 643 to Rs. 2400.
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Prestiges Pressure Cooker

Hawkins Cookers: Hawkins offers 57 different pressure cooker models in three
different brands - Hawkins, Futura and Miss Mary. In total, considering all brands & sub-brands together, Hawkins makes ten different types of pressure cookers. Their products range from Rs. 600 to Rs. 3200.
Indirect competitors for the product are microwaves, rice cookers, idli makers and electric kettles as most of these are based on steam cooking methods and are having a good market share in the market.
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Key players in the industry:

Company TTK Prestige Whirlpool of India Symphony Hawkins Cookers IFB Industries GandhimathiAppl Khaitan Electrical Usha International Panasonic Home Appl Sujana Universal Value Inds Singer India Gorani Industries Akai Asian Kanchan Internatl Jaipan Industries DHP India Polar Industries Sales (Rs. Million) 7635.63 27004.69 1897.74 3315.49 6654.70 2031.98 4662.40 10040.24 1863.04 38774.19 17136.27 1189.08 40.76 1.67 353.42 215.31 234.47 4.27
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Conclusion of Competitor Analysis: Steam cooking is still in the early stage and no big player has forayed into this market yet, only few small and local players are providing products in this category. Therefore there is no tough competition as such and ample opportunities to grow are available because of large untapped market. Only problem which can be identified from major competition perspective is that, people still prefer Pressure cooking and thus pressure cooker segment will be a big indirect competition and need to be handled carefully.
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PEST ANALYSIS (Indian Market):
Political:
There is political stability in the country. Government provides subsidy on using pollution control techniques in manufacturing. Subsidies are given for opening manufacturing locations in SEZ.
Economical:
Purchasing power of middle income group has increased drastically in last decade.
Middle class population has increased to 18% in 2011 from merely 4% in 1995
Propane (LPG) is getting costlier day by day, as Industry has been allowed to set prizes
as per world standards
Social:
Indians still follow traditional ways of cooking Healthy, homemade food is preferred over junk food, due to increase in stomach related
diseases.
Average family size in India is close to five persons per family.
Most of the Indian households use either Kerosene or Propane (LPG) with burner for cooking.
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Technological:
Loads of advancement in the area of technologies happened in last two decades but these
were mainly focused on IT services.

Some developments in the area of cooking technologies such as induction cooking,
Microwave cooking, etc.
SWOT ANALYSIS:
Strengths:
Spices, herbs and other seasonings naturally get absorbed in the food. Saves fuel and time as it allows more than one dish to cook at a time.
With the use of filter system the food does not spill over.
Option of using either gas pipeline or portable cylinder.
Circular rotation of steam within the steamer provides 360 degree cooking.
Lava rocks vaporize the accumulated aroma and infuse them within the steamed foods. Electronics components and readings ensure ease of use. Steamer is made of insulated stainless steel and the removable dome lid has a sealable air
vent.
Portable if used with portable cylinder.
Weaknesses:
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Occupies more space. Expensive compared to pressure cooker. Cannot cook all the dishes.
Opportunities:
First of its kind in the Indian market will bring first mover advantage. Additional features like remote control ON/OFF can be provided on premium price in
future.
Can add other features like look while you cook etc.
Threats:
Competition from pressure cooker already available in the market.
Can be imitated by competitors.

Lower usage of steam cooking.
Market Segmentation
Segmentation: For segmenting customer markets:

Demographic segmentation: Factors like age, family size have been considered. Geographic segmentation: Factors like city and region.
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Psychographic segmentation: Segmentation on lifestyle, basically health conscious people.
Target Market
Segment 1: Description: Health conscious people. What they want: Cook healthy food without making it a cumbersome job, at their convenience. How they use the products: They can use product at home & prepare food which contains all the nutrition. It is simple to use, convenient to handle/carry to outdoor parties. Price sensitivity: fairly less elastic There are greater chances of the product being accepted because they focus more on improving their diet and making them aware about advantages of steam cooking and multipurpose steamer and variety of dishes it can cook will help in attracting them. Segment 2 Description: Children What they want: Eat food which is easy to chew and has nutrition. How they use the products: This product helps in softening vegetables, retains the nutrition content after cooking. Mothers can use product for their children. How to reach them: by targeting their parents. Price sensitivity: fairly elastic
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Infants generally require softer food to chew so this will help parents to cook food for them faster and also they can use the product to steam clean the children cooking utensils and bottles. Amongst children there is craze for momos and sweet corns so the product can be used to target them. Segment 3 Description: Old age people What they want: Eat soft and healthy food, which does not require them to wear dentures and has maximum nutrition value. How they use the products: Since it is portable, old people could place it at a position of their convenience. Also, eat the cooked without having to wear dentures. How to reach them: by targeting their earning family members. Price sensitivity: fairly elastic. Segment 4: Description: coastal areas and small restaurant owners. What they want: Prepare variety of sea food dishes and other dishes such as momos, idlis, sweet corn, etc together, which takes less time overall and also to cook a greater quantity of food at once. How they use the products: Prepare multiple dishes at a time, serving hot even during the peak time. This would reduce the lead time, thereby serving fast at a better quality.
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How to reach them: Through sales team directly contacting with them wherever possible and the promotional activities. Price sensitivity: fairly elastic Mainly restaurants and food joints in tier 1 cities and coastal areas are targeted because there are greater chances of the product being accepted because in these areas there is more sale of cooking appliances and also steam cooking can be used for a variety of seafood dishes and others as well as they also prefer steam cooked food.
Positioning:
Product will be positioned as a mean of healthy and tasty cooking with convenience, which brings the concept of traditional cooking in practice again. Thus the unique selling proposition will be Simpler, Healthier and Tastier
MARKETING STRATEGIES
Product Mix:
Multi-purpose steamer
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The Magic Multi-Purpose Steamer is a full size, portable kitchen appliance that helps families eat completely steamed meals through this healthy cooking method. It enables a large variety of food to be simultaneously steamed in one appliance, can feed an entire family for dinner. The Magic Multi-Purpose Steamer is a free standing unit with wheels so that it can easily be moved indoor in the kitchen, or outdoor in the backyard for celebrations. It derives its heat from attachable propane or for fixed use it can be used with gas pipeline. Directly above the burner pipe is a compartment in which lava rocks are stored which ensure even heat distribution.
Usage: The Magic Multi-Purpose Steamer can be used to prepare practically all types of food
items, from a wide variety of vegetables (broccoli, carrots, cauliflower, eggplant, corn, green beans, etc.), to poultry, meats and seafood, to starches like potatoes, pastas and rice. Steaming fruits makes it easier to juice them.
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Cold food can be reheated by using steam without affecting the food quality. Used for steam cleaning the children cooking utensils and bottles.
Features and Benefits: Cooks fresh and wholesome meals through steaming. Provides tender and tasty food for individuals with special dental needs or restrictions. Separate egg container for boiling eggs. Discard the need for cooking oil or fat, resulting in light and healthy meals for diet
conscious people.
It can accommodate larger quantities of food items than standard steamers. The shape is designed in such a way that steam produced rotates circularly through the
interior for 360 degree cooking.

A lava rock vaporizes the accumulated aroma and infuses them within the steamed food.
Electronics components and readings ensure ease of use.

Completely safe to use, complying all safety norms and is ISO certified. Keeps your kitchen clean - no oil, no smoke, no mess - cleaning up is easy. Long lasting in quality and is made of insulated stainless steel. Scratch proof and easy to clean. The removable dome lid has a sealable air vent. Directions to Use:
1) Simply insert the food onto the food trays and hook in the center compartment
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2) Add water in the water tray 3) Turn on the steamer. Temperature readings, interior lighting, and the timer allow the user to monitor the food while it is being steamed. Special gauges indicate whether more water is needed, if the drip pan needs to be drained, or if pressure needs to be released from the Magic Multi-Purpose Steamer.
Dimensions:
Steamer is made of insulated stainless steel, in cylindrical shape of approximately 42X24X24.
Layers of the Product:

Core Product:
Cooking food
Actual Product:
Multi-purpose steamer
Expected Product:
Cook food efficiently Faster cooking Provide steamed food
Augmented Product:
Warranty for 1 year After sales service

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Customer-care helpline
Potential Product:
Making it transparent from front so that the customer can look while the food is being cooked
Remote controlled version of it priced higher with on/off and temperature adjustment features.
Making a model that can work on electricity also.
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Packaging:
Cardboard packaging will be used so that the product remains safe during transportation and will be sealed with tapes bearing company to maintain its originality. The outer designing of the package will be glossy finish in bright graphics with stylish font over it will be labeled company name and logo, product name, ISO certification, its uses, features and benefits, etc.
Comparison with other types of cooking:

Magic Multi Purpose Steamer It retains foods nutritional value. Steaming Preserves 90% of Antioxidants and is the Best at preserving the water soluble B & C Vitamins. Pressure cooker Pressure Cooking destroys 50% of Antioxidants and the nutritional value gets affected partially.
Pressure-less steam cooking retains the texture and shape of the cooked food. The food cannot get over-cooked - no possibility.
Under pressure cooking, the cellular architecture of cells gets affected and the texture & shape of food get deformed. Chances of getting over cooked plenty.
This retains the natural taste and imparts a delicate flavor to the food It is a self-contained unit and the dependencies on other gadgets are not there.
Pressure cooking destroys the natural taste and flavor of food. A Gas Stove or Electrical Hot Plate is required to use the Pressure Cooker.
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Other ingredients can be added during operation to the ingredients already cooked in the cooker. Extremely easy to use. Works unattended. Portable, no whistle, no gasket to change. Safe pressure-less steam cooking.
The Pressure Cooker Lid cannot be opened till the pressure is relieved in the cooking vessel.
The Pressure Cooker cannot be left unattended Placing the correct weight, counting the whistle, proper gasket, all add to uncertainties.
It preserves 90% of antioxidants in fresh vegetables while boiling destroys 67% of antioxidants and Micro-waving destroys 97% of antioxidants.
Pricing:
In order to achieve the goal to become the market leader in steam cooking segment providing nutritious and best steam cooking experience thereby, making it a part of daily cooking. The purpose is to provide customers with a high quality product at an affordable cost. The product is price sensitive and will have an elastic demand. Strategy is to maximize market share leading to higher production thereby, enjoying economies of scale through learning effect. Thus through lower unit costs, further costs could be reduced, thereby leading to higher demand.
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Value pricing will be used where the operations are designed in such a way that cost of production is low without sacrificing the quality. This will help attract a large number of valueconscious customers. Thus, the product will be priced at Rs. 2999.
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Place:
Push strategy will be used for the product. Sales representatives team will be assigned to the distributors. They will help them in educating about the product. Two types of distribution channel flows will be used - the first one being the traditional system and E-commerce. The distribution channel flow of traditional system is as follows:
Secondly, E-Commerce will be used for the product by enabling the customer to purchase through some sites such as shopping.indiatimes.com, shopping.rediff.com and naaptol.com. Selective Distribution system will be used by appointing some intermediaries among some selected cities like Delhi, Bangalore, Mumbai and Goa. Intermediarys responsibility is to provide product to the specified retailers. So, that the product is easily available in the market to the customers. Collaboration with Associated Road Carriers Ltd. transport company to deliver goods to distributors. Tie-ups with big supermarkets such as Star Bazaar, Total, Spencers etc. to keep the product in their outlets. So that it is accessible to supermarket customers as they have deep pockets. Also placing the product in local shops in areas famous for shopping and lastly with exclusive cooking appliance shops in malls and localities.
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A margin of 8 to 10% will be provided to distributors on the sales invoice and the retailers will be provided a margin of 10 to 12%. The following will be the flow of costs:
Promotion:
The product is an innovative product so the first task would be to make customers aware about steam cooking along with the product to attract customer and make them act. As the product is a push product so some more trade and consumer promotions needs to be done. As the product is new so it should be made available close to the target segment. Consumer promotions will also play an important part so as to make them act or purchase the product. The promotions used for the product are as follows:
Consumer Promotion: Demonstrating the product in various malls mainly on weekends & holiday which
would help in sales promotion of the product and will also help in direct marketing of product. Sales representatives will be assigned to this task.
Offering a free Recipe book of steam cooking and heat protective hand gloves. Showcasing the product in cookery shows such as KhanaKhazana, etc.
Luck draw scheme to collect customer data for further uses.

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Free warranty for 1 year from the date of purchase. ISO certified meeting all safety standards.
Internet Marketing:
Selling will be done through some popular sites such as shopping.indiatimes.com, shopping.rediff.com, naaptol.com. Where there will be a pop up which will come up, when a user will browse through its site. Advertising on Face book and Twitter will be one of the major promotional strategies.
Print Media:
Distribution of pamphlets along with newspapers or advertising by purchasing a space in newspaper.
Placing ads in womens household magazines
Trade promotion:
A margin of 8 to 10% will be provided to distributors on the sales invoice and, The retailers will be provided a margin of 10 to 12%. Demonstration of the product in Exhibitions, Fairs & Trade shows to create awareness and publicity to the masses. This task will be carried out by the sales representatives.
Tie-up with retailers to hang hoarding in the shops in the cooking utensils area. This will showcase the product directly to the target market.
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Short & long term projections:

Our projections are for three years. We forecast sales to achieve 18090units, 21346units, 25188units in the first, second, third year respectively viz based on percentage of target market i.e., .9% of 2.1mn. The price of a product after considered all cost & margin of profit is Rs
2200 i.e. our sales price. So our target revenues for the years will be as follows. Year 2012 2013 2014 Sales (Units) 18090 21346 (18% growth) 25188 (18% growth) Rupees (Millions) 39.798 (@ Rs.2200/unit) 46.9612 (@ Rs.2200/unit) 56.673 (@ 2250/unit)
Total capacity of a plant to manufacture is 30000 units. So for the first year our plant runs at a capacity of 60% which would be increase as per increment in the sales i.e. 71.15%, 84% capacity in respective years. The distributions of cost are 40% prime cost; 10-15% Manufacturing cost; 10-12% office overhead & fixed cost is Rs 35 million. So our break-even point is calculated below which shows there will be no profit/loss & recovered all our fixed costs at that point of sales.

Revenue/unit Variable cost/unit Contribution/unit Fixed Cost
Rs 2200 Rs 1320 Rs 880 Rs 35 million

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So, B.E.P = Rs35million/Rs880 = 39772 units. B.E.P. sales would be achieved at 39772 units. Achieve an average growth in sales of about 18%. Fixed cost includes cost of machine, Advertisement cost, Lease Rent & all promotional activities costs which are fixed in nature. Our Main target is to achieve the image of the most preferred supplier in the minds of the institutional buyer by delivering superior value through quality, price, & reliability. The market price of a product would be around at Rs 2800-3000 as it includes the margin of distributors & retailers which is 5-10% of their cost price.
Break-Up Of Fixed cost & Promotional Activities Particular Hoarding Magazine Advertisement in News paper Exhibition & Trade shows Yearly Tie-up cost with Web Merchandising 2012 1 0.5 0.5 1 1 2013 0.7 0.5 0.4 1.5 1 2014 0.9 0.3 0.5 1.5 1.5
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Sales Promotion Trade Promotion Lease Rent Cost of Plant
2 3.7 0.5 5
2 3 0.5
2 3.3 0.5
Above table shows bifurcation of fixed costs shows across three years. In the first year we are more focus on Trade promotion to push sales of our product. However it decreases in the following years as we will focus on sales promotion later. Expenditure on other advertisement expenses relatively remains same throughout the years. Sales projection for different cities: Year\City 2012 2013 2014 Delhi 6000 6600 7100 Bangalore 4500 5400 6200 Mumbai 5500 6200 6500 Goa 2090 3146 5388
Market Research Survey and Findings:

Questionnaire
Name: Age:
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Occupation: Income: No of family members:
ANALYSIS: It can be interpreted that there was more response from the age group between (25-35). NO OF FAMILIES:
ANALYSIS: Generally it can be seen that there was responses from families which mainly comprises of four members. 1. Which method of cooking do you use? (Tick multiple if necessary) Pressure cooker Microwave
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Steamer Induction cooking 2. Do you know about steamed cooking? Yes No
Analysis: It was seen that the awareness among people was more as 28.70%. 3. How often do you eat steamed food?

Daily Weekly Monthly
Analysis: It can be stated that there was consumption of steamed food mainly once in a month. 1. Reason for not using steam cooking.

Not aware Do not like steamed cook food Monetary reasons
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Time consuming
Analysis: It was surveyed that reason for not using steam cooking was mainly because of lack of awareness. 1. While purchasing any product, what do you look in? Rank (1 being most important to 6 being least) Particulars Brand Safety Time to cook Price Design After sales service Rank
Analysis: Price was the main factor that determines customer preferences while purchasing cooking appliances.
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2. Do you purchase cooking utensils at promotional periods and discounts? Yes No
Analysis: Mainly the cooking utensils are purchased during promotional periods and discounts. 1. Which brands do you look in for? Please Specify: _____________________________
Analysis: Favorably people while purchasing cooking utensils prefer brands as suggested by shopkeeper. 2. From where do you purchase cooking appliances? Malls Supermarket Kitchen appliances shop, Local Store
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Analysis: Generally people pick out kitchen appliances shop for purchase of cooking utensils. 1. Are you aware of the advantages of steamed cooking? Yes No
Analysis: 73% of people are aware of advantages regarding steam cooking. Your suggestions are valuable for us. Thank you for your valuable time and have a nice day.
References:
Websites:
www.managementhelp.org www.wikipedia.org www.inventionconnection.com www.indiastat.com www.quickmba.com/marketing/plan/ www.studymarketing.org/ www.shopping.rediff.com
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Textbook:
Marketing Management 13th Edition Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha.

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MARKETING PLAN REPORT 201 1

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MARKETING PLAN REPORT

MARKETING PLAN REPORT

MARKETING PLAN REPORT

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Product: Magic Multi Purpose Steamer

MARKETING PLAN REPORT

Segmentation, Targeting and Positioning:

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Two types of distribution channels would be followed:

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Short and long term projections:

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Old age people who use dentures and partials.

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60 min Auto stop timer

One of the products offered by firm has following features:

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Prestiges Pressure Cooker

MARKETING PLAN REPORT

Key players in the industry:

MARKETING PLAN REPORT

MARKETING PLAN REPORT

PEST ANALYSIS (Indian Market):

as per world standards

MARKETING PLAN REPORT

were mainly focused on IT services.

Microwave cooking, etc.

MARKETING PLAN REPORT

Can be imitated by competitors.

MARKETING PLAN REPORT

Psychographic segmentation: Segmentation on lifestyle, basically health conscious people.

MARKETING PLAN REPORT

MARKETING PLAN REPORT

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interior for 360 degree cooking.

Electronics components and readings ensure ease of use.

MARKETING PLAN REPORT

Steamer is made of insulated stainless steel, in cylindrical shape of approximately 42X24X24.

Layers of the Product:

Cook food efficiently Faster cooking Provide steamed food

Warranty for 1 year After sales service

MARKETING PLAN REPORT

Making a model that can work on electricity also.

MARKETING PLAN REPORT

Comparison with other types of cooking:

MARKETING PLAN REPORT

MARKETING PLAN REPORT

MARKETING PLAN REPORT

MARKETING PLAN REPORT

Luck draw scheme to collect customer data for further uses.

MARKETING PLAN REPORT