Aishwarya Tiwari 181 Kaushik Pravinbhai Sojitra 187 Rahul Kumar Singh 227 Rajnish Bhardwaj 189 Tatsat

Popatbhai Savsani 18

Introducing

BIG POP-2 Minute

popcorn maker

5/23/12

Big Pop Presentation

Introduction

1 2 3
Problem Identification

Rectif icatio n of probl em & Launc hing

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INTRODUCTION

BIG POP POPCORN MAKER

MR. Sunil Gupta Director of Durable products ltd. About to launch household popcorn maker Name of product Big Pop.

According to him

Seen interest in household appliances and gadgets Profitable Business move. Taking an un-owned position

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Summary of Company

o o o o

30 years old company ancillaries and later on First business of auto moved into consumer durable products. Have a strong distribution network in northern and central India. Sales force salesmen 12 dedicated and experiencedcomprisinghandling the overall sales operations.

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Product Summary

Cooking of popcorn made fast and easy i.e in 2 minutes. Modified for household use. Multipurpose machine used to cook snacks and rosting coffee beans also. Recommended corn-available at selected stores.

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Distribution Channel

Through existing distribution channel Agents- 5-6% (profit Margin) Retailors-8-10%( -do-) Planning to launch during Diwali

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Promotion Plan

Promotional Budget-50 lakhs. Promotion focusing kids. Press ad campaign for 2 months in leading newspapers. TV commercials on national network. Banners, cutouts and posters at school and home appliance exhibitions. Wants to participate in live in style exhibitions.

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SWOT Analysis of Big POP

Strengths: Have been in business of home appliances for many years. Strong and dedicated distribution channel. Weakness: Just satisfactory cash flow. Complex product. without proper market research. Opportunities: First movers advantage

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OUR SUGGESTION
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According to our case analysis we suggest not to launch the product.

WHY????

PROBLEM IDENTIFICATION

Problem Identification
No market research. High investment. lack of awareness among customers. Complex and technical product. Recommended variety of corn. Small sales team.

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PROBLEM RECTIFICATION AND LAUNCHING

NEED AND DEMAND

Irregular demand ; and We see it as a social need

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Target Customer
Demography: o Upper class and higher middle class. o Housewives age 25-45. Geography: o Pan India o City type- Tier 1 and 2. o MHI- above 2.5 lacs Pshycographic o Lifestyle outdoor oriented o Personality Risk Takers and ambitious Behavioural o Occasions, Special o Benefits-speed, quality, aftersales service o User status first time user o Attitude experimental and enthusiastic 5/23/12

Perceptual Mapping
Healthy
BigPo p

Inconvenient

Convenient

a dym Rea de rn opco P e Uncl s Chip

ui Bisc ts
nie onve C nt s nack S

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Unhealthy

Promotion Technique

We recommend using Taking an un-owned position Technique.

Product Based Positioning

v v v v

Easy and fast to cook Health conscious Easy to handle product Unique product.

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Pricing Strategy
Target return Pricing For Manufacturer Value based pricing -- For customer Price Manufacturing cost Rs. 800 Agent and retailer profit 15% -- Rs. 120 Manufacturer profit 25% -Rs. 200 Total Market Price Rs. 1120/-

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Percieved risk
q q

Physical Risk Functional Risk

Rectification of Risk Providing user manual Harm free design use of voltage stabilizers in fluctuation areas.

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Promotional Activities

Newspaper ads. Flyers and Pamphlets TV commercials Sign boards and Hoardings

Sales Promotional gifts Promotion Popcorn samples and

Demonstrations in exhibitions and lifestyle fairs.

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THANK YOU
WE ARE READY TO LAUNCH THE PRODUCT

They are new too.

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