Marketing Project Term -2

7/29/2019 Marketing Project Term -2

1/19

APROJECT REPORT

ONMARKETING PLAN

SUBMITTEDTO

DR.SHUBHA JOHRI

JAIPURIA INSTITUTE OF

MANAGEMENT, JAIPUR

IN PARTIAL FULFILLMENT OF

POST GRADUATE IN DIPLOMA MANAGEMENT (PGDM)

For The Year

2012-2014


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ACKNOWLEDGEMENT

It would not have been possible without the kind support and help of many individuals and

organizations. We would like to extend our sincere thanks to all of them:

We are highly indebted to Dr. Subha Jhori for her guidance and constant supervision as well as

for providing necessary information regarding the project & also for their support incompleting the project.

Our thanks and appreciations also go to our peer members in developing the project and people

who have willingly helped me out with their abilities.

GROUP MEMBERS:-

AJIT ROY

APOORVA

FIRDAUS JAMAL

JAI SINGH RATHORE

TWINKLE VIJWANI


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Contents of Marketing plan

Executive summary

Marketing situation

Segmentation

Targeting

Positioning

Distribution

Pest analysis

Calculation of cost

Marketing plan

Swot Analysis

Marketing strategy


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Product

Price

Place

promotion

Action programs

Budget

Conclusion

References


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EXECUTIVE SUMMARY

PUMPKIN Ltd. is a manufacturer of kids clothing located in South extension, New Delhi.

We are very excited about our product that they are made of top quality material. Our

company sells trendy clothings and apparel for kids under the age of 14 such as casual and

party wear ,sports wear, comics wear, night wear, swim suits. PUMPKIN store markets its

products line has COME &GET JOY OF HAPPINESS.

Our organizational structure of our business is partnership. Types of strategy that we

have adopted for adjusting price of our product are:-

Psychological pricing(Reference pricing)

Dynamic pricing

Promotional pricing

Such as end of the season sales, festive offers, multi- buy savings and promotional coupons

will be implemented.

Our competitors are LILIPUT, HADI, BARBIE, and DISNEY. Our advertisement will be

through posters, banners, newspapers, direct mail campaign.

We will promote our product in giving advertisement about our product in breaks of

cartoon shows .we will also promote our product in kids schools and in children parks. Our

brand ambassador is KAJOL. Our goal is to keep our marketing budget to no more than 10%

of our gross annual sales.

Slogan of our company is:-IF YOU ARE HAPPY THEN WE ARE HAPPY

MISSION:-To bring a smile on kids as well as on their parents face by

delivering value based product.

OBJECTIVE:-

To increase market share.

To think like a child and try to give them what they desire.

To increase sales and satisfy our customer needs.

To have excellent relationship with customer.


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To create a store image that our target customer sees as both attractive

and trendy.

Make a product available in all our country.


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OUR CLOTHES

----------SWIM WEAR

----------CASUAL WEAR

----------NIGHT WEAR


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-------------SPORTS WEAR

-------------------COMIC WEAR


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MARKET SITUATION

Detail about the segment:-We have taken business to consumer in which we directly sell

to customer.

SEGMENTATION:-

I. Demographic:-

For under the age of 14.

For kids

For parents whose income above 90,000.

II. PSYCHOGRAPHIC:-

For upper middle class.

III. BEHAVIORAL:-

For every occasion (casual and party wear).

Benefits providing quality based product.

Attitude towards product will be positive and user rates for using product are

medium user.

TARGETING:-

Kids, fashion conscious parents.

High disposable, surplus income family.

POSITIONING:-

Create value for targeted customers.


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FEATURES & ITS BENEFITS:-

Stylish clothes available in good quality.

Material used such as silk, cotton, nylon, crape and denims etc.

Unique designs, innovation and latest in trend.

Eye catching colors used in our product.

Long lasting apparels.

Comfortable to wear.

Available in different verities and sizes.

Clothes available for every occasion such as festivals, birthdays, parties, fancy dress

competition, sports etc.

Good customer service system at our store.

DIRECT AND INDIRECT COMPETITIORS:-

1-Direct Competitors: - Some of the leading brands such as LILIPUT, GINNI &

JHONNY, BARBIE, DISNEY, and HADI etc. are our direct competitors.

2-INDIRECT COMPETITIORS:-Some of our indirect competitors are WESTSIDE, BIG-BAZAR, SHOPPERS-STOP, MOM &ME, VISHAL MEGA MART etc. These are our indirect

competitors as they sell kids clothes as well as other products such as apparels for women, men

etc .They also sell accessories, shoes & sandals and bags etc. at just one place so our

consumers may prefer to buy their clothes as well as for their kids only. So indirectly they are

our competitors which have a great effect on our business.

DISTRIBUTION:- As we are following B 2 C segment so the channels we

have utilized for the distribution of our product are:-

a. Direct distribution

b. Indirect distribution


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DIRECT DISTRIBUTION:-ONLINE SELLING-We have a website of our

store where our products which are popular is available. People can buy our

product through our website directly.

INDIRECT DISTRIBUTION:-We are distributing our product from our

factory to our consumer through our retail shop.

PEST ANALYSIS

ECONOMICAL:-

1. INFLATION:-Inflationaffects C&P ltd.in the same way as changes in taxes

would. The lower the rate of inflation the better it is for business. As it meanspeople can spend more and the pricing of the products will be affordable. If the

rate of inflation is high people will spend less ,as their income will be less and

they will not be able to buy our products.

2. ENERGY PRICES:- If electricity cost would rise this would mean it would

cost C&P more to run their stores lightening ,machinery and this would lead to

price increase. As a result C&P would lose out on customer due to our pricing.

TECHNOLOGICAL FACTORS:-Technological factors which can affect our product

includes such as:-1-Shortage of certain material like leather and fur.2-Introductionof new clothing styles by our competitors.

Estimation of Cost,Selling price and profit per unit

Casual and

party wear

Sports

wear

Comic wear Night wear Swim suits

Selling

price

Per unit

699 399 499 399 199

Variable

cost per

unit

(200) (100) (150) (100) (50)


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Fixed cost

per unit

(85.88) (85.88) (85.88) (85.88) (85.88)

Profit per

unit

413.12 213.12 313.12 213.12 63.12

Calculation of costs

We will manufacture 8500 units

Total Fixed cost is Rs 730000, So fixed cost per unit is Rs 85.88(730000/8500)= Rs 85.88

Total Variable cost is Rs 1229480

Total cost is Rs 19,

59,480(3000*285+1500*188.88+2000*235.88+1500*185.88+500*135.88)

MARKETING PLAN


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The products of the retail shop will be high quality clothes for children (boys and girls) aged 0-

12 years old. The product line will include school uniform and also some selected toys. The

key clothing products will be the following:

Tops

Skirts and dresses

Trousers and jogging pants

Jackets

Nightwear

Winter wear

Party wear

Sports wear

Indian wear


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SWOT ANALYSIS

This section defines the strengths and weaknesses of the new firm and also the opportunities

and threats existing within the high quality childrens clothing sector.

1-STRENGTHS

Owners and managers have extensive childrens clothing product development and

marketing experience from previous work.

Owners and managers have a good understanding of and a good network in the

market in Crystal Palace, Bromley, and London.

2-WEAKNESSES

Non-existent brand of new childrens clothing retail shop.

Untested end-to-end process from product development to delivery of products to

customers.

3-OPPORTUNITIES

High quality children are clothing becoming increasingly expensive with brand as

key factor driving up the prices.

4-THREATS

prices have impacted on discretionary consumer spending.

Current credit crunch experienced by the financial markets coupled with the

increasing oil


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MARKETING PROGRAMME STRATEGY AND TACTICS

Marketing Programme Strategy and Tactics

This section defines the strategy and tactics of the marketing programme. The 4Ps of

marketing are used as the structure to present the programme.

Product line

Strategy Introduce the new range of high quality affordable clothing to the market

Tactics

Utilize current network of owners and introduce the product to themarket

Position the product as high quality but at affordable prices

The quality of the products sold will be monitored closely to ensure the high quality image of

the retail store and brand. A quality assessment will be conducted regularly by the owners to

ensure that the clothes meet the requirements.

Pricing

Strategy

Introduce the childrens clothing at above the low-priced products to reflect

the high quality value of the products, Cost plus price, Reference pricing

strategy

Tactics

Provide pricing range that high quality clothing seekers will find affordable

and attractive

Potentially, price the products at lower than planned margins in order to

encourage the purchase of the products as it increases exposure in the market

Provide discounts to large buyers (i.e. several items)


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Place

Strategy

Establish base/headquarters for retail store to develop overall brand andimage

Tactics

Utilize planned retail store in Delhi as the base

Develop retail store as key presence in all over Delhi for must-see visit of

visitors in the state.

As the retail store will be small-sized in the first instance, the store will only occupy a one-

floor retail shop. The floor plan will be defined once a retail store has been identified.

Promotion

Strategy

Build up the brand and the new childrens clothing product range to the

target market

Tactics

Work locally to promote products including in local newspapers

Encourage word-of-mouth build-up of the brand and products through the

initial customers

Utilize website to increase exposure to the target market

The promotions programme will be dynamic and will require the use of research to validate

assumptions. This will be done through data from sales, questionnaires and surveys provided to

customers, and other external research.

ACTIONS PROGRAMS

Our company will launch in January. We will start integrated advertisements through

newspapers, radio, advertisements in magazines. Work will be divided to people as area of

their specialization.


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Budgets

In budgets, we have to calculate the break-even point (BEP) is the point at which cost or expenses

and revenue are equal: there is no net loss or gain, and one has "broken even". A profit or a loss has

not been made, although opportunity costs have been "paid", and capital has received the risk-adjusted, expected return.

Calculation of break even sales
http://en.wikipedia.org/wiki/Opportunity_costhttp://en.wikipedia.org/wiki/Opportunity_cost


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Break even volume-Fixed costs/price unit variable cost

BE sales : BE Vol. x Price

BREAK EVEN VOLUME BREAK EVEN SALES

CASUAL AND PARTYWEAR

730000/(699-200)=1462.92 1462*699=Rs1022581

SPORTS WEAR 730000/(399-100)=2441.47 2441*399= Rs 974147.

COMIC WEAR 730000/(499-150)=2091.6 2091*499= Rs 104370

NIGHT WEAR 730000/(399-100)=2441.47 2441*399= Rs 974147

SWIM SUITS 730000/(199-50)=4899 4899*199= Rs974966

Conclusion

If will face the problem in future, we have decided that we will apply the New product

development strategy .We will produce teenagers clothes, toys, accessories etc.We will produce

more and will sell to new customers in new markets. We will diversify our stores.

Market Risks

It is important that we only use quality fabrics and prices our products well. Consumers will

stop buying the product if it is not meeting their requirements or is not affordable. There is lots

of competition out there for the consumers to choose from. We need to start off with a qualityproduct, create some market awareness and continue to meet the demands of the consumers. Inorder to do this we must work with the retailers to learn more about what they and the

consumers want. It is important to have the retailers on our side so they display and

merchandise our product to the maximum benefit. It is also important to know what consumersthink and what changes they would like to see so we can meet their needs.

Other Risks Not properly managing the production end of the business could affect costs and

make our product too highly priced. It is important for us to keep close watch on both labourand fabric costs and to try and keep them as low as possible without affecting the quality of the

product. It is also important to find reliable assistance, and though it may take longer to hire it

is important to get the right person from the start.

Reference

Apparel magazine


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Google

Yahoo

Marketing Project Term -2

Documents

Transcript of Marketing Project Term -2