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Bathroom Fittings: Shower

BELLEZZA
MADE BY:
ANSUMAN MISHRA(09)
ARVIND KUMAR(13)
BOLLA MONIKA RAO(17)
DEVAN BHALLA(18)
KUNAL KAUSHAL(24)

Product Plan
The product that we are launching is Bellezza, a premier
shower product.
It is both eco friendly and customer friendly and providing a
unique smartness to your bathroom and making your shower
experience more desirable.
Product Features:
Temperature control thermostat .
Motion sensor shower head detector.
Air pressure technology in head.
LED lights in head of shower .
Touch panel screen consisting of various functions
timer,recorder,MP3 player and intercom plug in option.

like

SANITARYWAREMARKETING TREND

Figure.1.

FEATURE DESCRIPTION
Motion Sensor:
Bellezza
is
introducing
the
new
technology of motion sensor which can
detect the users body movements
precisely
and
provide
a
value
proposition to the tech savy customer.

Temperature Control:
Bellezza is having the feature of digital
thermostat from which users can set
water temperature according to the
users need . This is a basic feature
because people in India face problem of
mixing hot and cold water from taps.
They no longer to need mix hot and cold
water manually. Through this the
temperature is set, the water will come
exactly at that temperature.

FEATURE DESCRIPTION
(Contd.)
LED lights:
There are LED lights incorporated in shower head which glow at regular instants
providing a beautiful lighting ambience. The color of lights change according to
the temperature set in thermostat. Red is displayed when the temperature is
high, yellow light for normal temperature and blue light for cold water.

Mp3 and Mp4 player with recorder:


People can listen songs or watch videos while in bathroom to have a luxurious
bathing experience. There many bathroom singers, so for them we have also
given the option of recording their voice to sing a song in bathroom as in a
karaoke experience.

Intercom connection:
Intercom connection can be given to shower which will be useful when a person
is alone in home taking bath, so he cant listen the door bell, to eliminate this
problem a person can answer door bell from bathroom through touch panel of
shower.

Economic Friendly Features


Air Pressure Technology:
This technology is incorporated in the shower head so as to provide a
technology of mixing air with water and in the process reducing the water
consumption by up to 60% thus providing an economic benefit without
compromising on the bathing experience.

Timer:
Bellezza is designed to eliminate time wastage. People can set the time for the
duration they want to take bath, once the time limit is reached the shower turns
off automatically and can be restarted later if required.
All these functions of luxury and economic friendly can be used and enabled or
disabled by using touch panel mounted on shower. Bellezza will mainly be
operated through electricity but also has a battery backup in case of load
shedding.

Air Mix
MP3 and LED
technology for
lights for
improving
pleasure and
showering
fun at bath.
pleasure Benefits
of
Bellezza
Temperature
Thermostat for
saving time.

regulation of
water by
manual entry.

Segmentati
on
Geographic

Demograph
ic

Psychograp
hic

Behavioral

GEOGRAPHIC SEGMENTATIO
REGION- We have divided India into 5 major regions- North, East,
West, South and Central. But, we are not using Regional Segmentation
to start with since our focus is on select cities to start with so as to
target the urban markets first and then venturing out into the rural
market.
CITY- We will be targeting the metropolitan cities- Mumbai, Delhi,
Kolkata, Chennai, Hyderabad and Bangalore initially for the launch of
our product since our survey indicates that these cities have the
highest per-capita income.
SEMI URBAN AREAS- We are not launching Bellezza in these areas.
Though we may move to upcoming towns in the next phase of our
product launch. The cities marked for the same is presented in the next
slide.

Potential Market for Future


Launches
Kolkatta
Patna
Bhubaneshwar

Chandigarh
Shimla
Manali

Ahmedabad
Jaipur
Pune

East

West

Nort
h

Sout
h
Coimbatore
Kochi
Vishakapatnam

DEMOGRAPHIC SEGMENTATION
FAMILY SIZE: We are targeting our product
for families- joint, nuclear as well as single
people as it is a general durable product.
INCOMEThe product is intended for
usage by high class families and upper
middle-class families.
OCCUPATION: Our product targets the
business class, industrialists and the whitecollar executives.
EDUCATION- Our product is aimed at
Graduate and Post-Graduate professionals
who are adept to the smart environment
in various products.
SOCIO
ECONOMIC
CLASSIFICATION(SEC)- We are targeting
A1 and A2 in this segment.

SYCHOGRAPHIC SEGMENTATIO
LIFESTYLE- Our product is a
modern product for those people
who are sports-oriented
and
outdoor-oriented. We are not
targeting
culture-oriented
customers here.

PERSONALITYBellezza
is
targeted at the people with higher
resources i.e, those who are
innovators, thinkers, achievers and
experiencers.

BEHAVIORAL SEGMENTATION
BENEFITS- Bellezza presents an
absolutely new and unique bathing
experience. It is apt for those who
would
like
to
enjoy
beautifully
customized showering with a range of
options.
USER STATUS- We would be
targetting the regular users of smart
showers through our unique offerings.
Through value pricing, we are trying to
attract new first-time users into this
category. Potential users are expected
to come over due to our added added
features.
LOYALTY STATUS- We are trying to
fulfill the latent needs of the consumer
and will gradually try to be a major
player in the market.

TARGETING
Our target consumers are the affluent class based on their income
and preference for innovation. Our product is aimed to serve as a
dream bathroom and a status symbol which can be flaunted by
pride.

According to VALS model in marketing ,innovators , thinkers,


achievers and experiencers would be our prime customers, those
people who prefer new products and prefer change in their life.

Hotels and house constructors (like Taj, Sonar Bangla, ITC Maurya,
Green Park, Hayat, Trident etc.) and real estate have already
expressed interest in Bellezza and have welcomed our initiative.

According to buyer intention survey we conducted more than


90% of people are ready to accept this type of Shower to be installed
in their bathrooms.

POSITIONING
We are positioning our
product on the basis
of
its
unique
attributes. Our basic
motive is to give
customer all those
features
which
a
customer desires in
bathroom. Bellezza is
the combination of
both
luxury
and
economic
friendly
features.
We
will
make the image of
product in customers
mind that this is for

POSITIONING (Contd.)

Shower Kohler
brand
POD

HINDWAR
E

CERA

Use of Reliable And


Advanced
Technologies.

Use of Reliable And


Advanced
Technologies.

Use of Reliable And


Advanced
Technologies.

Can be easily
customized as
compared to Kohler
shower.

Super Slim Design

Aesthetically
Designed and cost
effective.

Joyful Experience.
Ease Of Use
Price Advantage

POP

Less water
consumption
because of well
designed water
injection system.

Targeting Elite Income


Group.

Price Advantage

Refreshment, LED Light, Environmental Sensor , Water Conservation, Hand


Shower.

PRICING
We are pricing our product at Rs.35499 which is higher than
the market leader Ceras price of Rs.25043 but is lower than
the price offerings of Hindware (Rs. 50,300) and Kohler(Rs.
59,950).
We have estimated our production cost to be around 30000
and hence we would be gaining a significant margin from our
product.
We are using the value model of pricing here.
Our broader aim is to include even the emerging upper
middle class to aspire for our product and to be able to afford
it. Hence, deliberately we are pricing it lower than Kohler and
Hindware but have kept it higher than Cera to convey the
message of superiority among our consumers.

THANK YOU

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