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Marketing plan 2013

Jan 09, 2013

Marketing Plan
1. Executive Summary A. Objectives of the Product Launch To recover the investment in next 2 years. Capture market share at least by 5-10% in first year. Frog 360 degree. Frog is the amphibian which can survive on land and water as well. It can jump around anywhere, which relates to capacity of human mind. As human being has a tendency to shuffle between their different thoughts. The dome is an oval shape structure and gives a 360 degree view of the places. C. Product Slogan Turn ur Globe. Reaching your desired destination through our service is as simple as turning the globe on your desk. D. Positioning Statement Workaholics bust your stress through Frog 360 degree which gives you a chance to feel realistic experience better than any other mode of travelling as your time, energy, and money is precious. E. Market Gap Analysis Needs: To overcome from the Stress, to explore the nature beauty, to maintain harmless environment. Wants: To feel entertained, to chill out, to have fun. Demands: Affordable price, a place which can provide real time travelling experience. Submitted to: Mr. Manmeet Barve Page 1 of 8

B. Product Name

Marketing plan 2013


F. Market Opportunity

Jan 09, 2013

As per our assumption people will have a hectic working schedule they wont be having much time to travel as their time & energy is so precious. So it provides an opportunity to develop such a service which will provide a world class experience of various places of world in short span of time & that too at a one place.

G. TOWS Analysis I. Strength & Opportunity 360 degree view with 5d technology and capture business of travel industry. II. Shopping will be made possible through click model and backward/forward integration. Strength & Threats 360 degree view with 5d technology and if some advance technology will be launch in the market so it will be difficult for us to adjust. III. Low human resources cost and Relative price performance of substitutes. Weakness & Opportunity Capacity of the dome is rigid and Multi generation packages can attract mass market. IV. Pleasure such as food, liquor cannot be made experience through this technology and capture business of travel industry. Weakness & Threats Capacity of the dome is rigid and too many competitors may capture our market share. Relative price performance of substitutes and Holographic staff cannot take any decision apart from programmed data. Submitted to: Mr. Manmeet Barve Page 2 of 8

Marketing plan 2013


2. Situational Analysis A. Product Overview

Jan 09, 2013

Frog 360 degree main purpose is to capture the marketing opportunity of the people wishes to see new places at a affordable cost & less time. It uses 5d holographic technology to provide the service. It charges 10 % of the actual travelling cost to the places.

B. Market Segmentation Bases of Segmentation: Geographic: Tier 1 & Tier 2 cities. Demographic: Age, Income, Size of family, Occupation. Psychographic: Personality, Adventures & entertainment people. Socio-Economic class: SEC A & SEC B. Behavioral: Occasions.

Segments: Workaholics Nature lovers Handicapped Innovators

Primary & Secondary Consumers: Workaholics is our primary consumers Other all segments are secondary consumers.

Buyers Motivation & Expectations: It is to save his cost, energy & time.

C. Product offering:

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Marketing plan 2013

Jan 09, 2013

It offers real time travelling experience in 5D effects, digital surround sound etc. It helps them to reduce stress, time, and energy & cost which is precious for them.

D. Market size: 590 million people will stay in tier-1 & tier-2 cities 270 million working age population 70% net new employment will be generated in cities. 91% will be urban households. Source: mckenzie & company, lavasa future cities.

E. Growth potential: It will be basically dependent on technology, as any new technology comes into market those market trends need to be implemented in our business model. Our expected growth potential will be 5% per annum due to which our product life cycle will be cyclic and re-cyclical model. F. Competitive Environment: We assume that tourism industry as our core competitor.

G. Positioning: Submitted to: Mr. Manmeet Barve Page 4 of 8

Marketing plan 2013


Perpetual Map: High real life Experience 5 4 3 2 1 Low Speed of Service 5 4 3 2 1 11 2 3 4 5 Low real life experience 2 3 4 5

Jan 09, 2013

Experiential Positioning

High Speed of Service

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Marketing plan 2013


3. Tactical marketing plan: A. Marketing mix: 1. Product

Jan 09, 2013

This is a service, dome in which simulation is done to give a real time traveling experience in 5D. We will make people experience this imaging world thought mind reading apps. Assumption : Economy will be in the grow stage. Managing stress is important value that consumer wants. Life style will be busy and working class percent will be higher. Social: Multi generational holiday will be a trend. High involvement product. Specialty product. 2. Price

Introducing pricing strategy will be penetration pricing i.e. low price at beginning. Once the brand become power brand than we can go for upgrade pricing i.e. changing premium prices. On occasions of festival special discount offered i.e. special pricing. 3. Place / Distribution:

From continuous strong advertising we will stimulate customer to come back to us again & again. It will be a kind of pull campaigns. From continuous special discount on festive occasions & by holding happy hours in weekdays. It is a kind of push campaigns. We will create a power brand from a plain brand. So it will help to generate more revenue & foot falls for the Malls in which we are

Submitted to: Mr. Manmeet Barve

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Marketing plan 2013

Jan 09, 2013

operating. So the malls which we are not operating would want us to operate in their malls. It is kind of sell in. 4. Promotion: Advertising On one beautiful evening one of the employees of the company was leaving early from the job. So his colleagues surrounded him & ask certain questions like what is the matter? Where are you going? And blah blah blah. He tells his colleagues that Im going on tour with my family. So his colleagues ask him are you going on vacation for your tour. Are you on leave? For how many days you are going out? Did you take your passport? Did you pack your bags? Did you convert your currency? So, He gets so many questions? The one answer he gives that I m going to Frog 360 degree. We will use these storyline for our Video advertising, Radio advertising, and Print advertising and outdoor media advertising. Based on different languages we will change these all advertising to a some extent.

4. Organizational Strategies Growth Strategy (Ansoff Matrix) A. Market penetration: As our company is a new entrant into the market, we will penetrate the selected markets which we had decided to meet our target audiences.

Submitted to: Mr. Manmeet Barve

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Marketing plan 2013


B. Product Development:

Jan 09, 2013

For example: As we promised that we will be using a click model of business for making customer to feel & shop from various places they will visit. It would be a kind of forward integration which is a product development for a existing market or will adapt to new technology which will be coming into the market to satisfy existing customers. C. Market Development: If our above strategies become successful and after a certain period of time it goes in saturation stage in particular territory. Then, we would research various new markets which we can penetrate with existing business plan. If our market development plans become successful with existing business plan. So we will come up with certain new set of services with which we will like to enter new markets. This will help us to diversify. 5. Summary By using all advertising and sales promotion plans in our business we will meet our customer core, basic, expected values, etc like saving their time, cost and energy by earning substantial profits for organization and we will achieve our growth strategies as well.

Submitted to: Mr. Manmeet Barve

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