Table of ContentsINTRODUCTION.....................................................................................................2

WORKING & TECHNOLOGY...............................................................................2

COMING TO MARKETING....................................................................................3

MARKETING PLAN................................................................................................4

EXECUTIVE SUMMARY.......................................................................................5

SITUATION ANALYSIS.........................................................................................6

MARKETING RESEARCH.....................................................................................6

TARGET MARKET.................................................................................................8

BARRIERS TO ENTER MARKET:........................................................................8

MARKETING STRATEGIES..................................................................................8

MISSION STATEMENT..........................................................................................9

GAME PLAN............................................................................................................9

MARKETING MIX................................................................................................10

Product – The actual product................................................................................10

Price - The amount of money needed to buy products.........................................10

Place – Where product will be marketed..............................................................11

Promotion – Getting the product known..............................................................11

People...................................................................................................................11

Process – how to get the product..........................................................................12

Physical environment – tone of the environment.................................................12

SEGMENTING, TARGETING & POSITIONING................................................12

SWOT ANALYSIS.................................................................................................13

OVERCOMING WEAKNESS OF THE PRODUCT.............................................14

HOW TO COMBAT THE THREATS?..................................................................14

BIBLIOGRAPHY...................................................................................................14

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INTRODUCTION

The product being put forward is named as Y 2 HALT!

It is quiet common to find ‘puncture shops’ in city roadsides and along highways all over the

nation. They are mushroomed all over, and they are doing good business! Why?

Thanks to the good road conditions and added advantages we get as we travel. Long drive often

becomes prolonged drive. Safar turns out to be suffer. Riders pull their bikes and managers get

on their knees with jacks & tools. All this because of tyre (tube) puncture.

Puncture causes lot of discomfort. A four wheeler has a stepny (spare tyre), so it can be replaced,

but with two wheelers, the only option is to drag the vehicle(with increased weight due to flat

tyre) to the nearest puncture shop, which, at times, can be as near as few kilometers.

NOW this misery can be avoided. How?

The answer is Y 2 HALT!

It is a small, handy, portable, mechanical device which stores RESERVE AIR for the unforeseen

event of facing a flat tyre.

WORKING & TECHNOLOGY

Y2HALT will be a container made of composite aluminium (for strength and light

weight). It will look like a cold drink can, slightly big. The top circular face will have a fit-in-

valve, whose diameter can be adjusted to hold on to the tube valve it is being fitted to. Internally,

the can will be divided into 4 chambers. Top section will contain ‘test gas’ which is followed by

‘adhesive vapor’. The gas escaping from the puncture will suck in glue with itself. While

undergoing the change in pressure from can to the deflated tube, the adhesive will solidify on

surface and blocks escaping air. Next chamber will have low density gas like nitrogen, which

will fill up the tube. Last section will have ‘pressuring gas’ which is used in spray/perfume

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bottles. Also outer body will also have a mechanical release valve. User can decide the pressure

he wants into the tube (as it varies from vehicle to vehicle). It will be similar to number-key lock.

COMING TO MARKETING According to the American Marketing Association “Marketing is an organizational

function and a set of processes for creating, communicating and delivering value to customers

and for managing customer relationships in ways that benefit the organization and its stake

holders”.

In other words “Marketing is a societal and managerial process by which individuals and groups

obtain what they need and want through creating, offering and freely exchanging products and

services of value with others”.

IMPORTANCE OF MARKETING

Marketing is everywhere. Good marketing has become an increasingly vital ingredient for

business success and is always a result of careful planning and execution. It is both an art and

science. Financial success of a business always depends on the marketing ability.

MARKETING MANAGEMENT

It is the art and science of choosing target markets and getting, keeping and growing customers

through creating, delivering and communicating superior customer value.

MARKETING PLAN

A marketing plan is a written document that details the necessary actions to achieve one

or more marketing objectives. It can be for a product or service, a brand, or a product line.

Marketing plans cover between one and five years. A marketing plan may be part of an overall

business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While

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a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation

is of little use.

WHAT IS MARKETED?

Marketing people market 10 types of entities. They are:

Goods

Services

Events

Experiences

Persons

Places

Properties

Organizations

Information

Ideas

Contents of a marketing plan:

Executive summary

Situation analysis

Marketing strategy

Financial projections

Implementation controls

A marketing plan should be:

Simple

Realistic

Specific

Complete

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The most frequently cited short comings of a marketing plan:

Lack of realism

Insufficient competitive analysis

Short run focus

EXECUTIVE SUMMARY

No one will get stuck in the highway.

Woman drivers will have a safe & trouble less journey.

Inexperienced and unknowledgeable can fix flats.

The product has a wide scope of growth in market because of its innovative nature. No such

product is present in the market. Its durability, usability and feasibility will make space for Y 2

HALT in the vehicles of citizens. It will help numerous drivers by saving time and skipping

unpleasant experiences on road.

SITUATION ANALYSIS

The country has bad road conditions, potholes, unrepaired old roads, rough terrains, lack

of maintenance of infrastructure. Moreover environmental conditions like rain and temperature

variation add up to the harm. Flat tyre experience is every-once-in-a-while experience. A solid

remedy is needed in the market. Product will act as boon for drivers and motorists who travel

long distances and are on road for long duration of time. In city vehicle users and short distance

traveler will also get benefitted by the product.

Taking vehicle (or flat tyre) to the repairman and getting it fixed takes at least 20 minutes

of the stand-by time of the vehicle owner. The charges vary from 30-50 rupees. The activity

disturbs normal schedule of the individual too.

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MARKETING RESEARCH

The stage of marketing research involves developing the most efficient plan for gathering

the needed information. This entails decisions on the data sources, research approaches,

research instruments, sampling plan, and contact method.

Data source: To bring together the accurate, complete and reliable data we have to collect

PRIMARY DATA.

Research approaches: Primary data can be collected in five ways- through observational,

focus group, surveys, behavior data and experiments. “Observation and Behavioral data” were

the prominent approaches for our product. Motorists were observed and vehicle owners

(fellow friends and students) were questioned regarding how they will behave in an event of

flat tyre. A survey was conducted to learn about people’s knowledge, preferences and

satisfaction.

Research Instrument: Questionnaire was used as a research instruments in collecting the

information.

SAMPLING PLAN: After deciding the approach and instruments, a sample plan is made.

Sample plan consist of three decisions. They are:

Sampling unit (who is to be surveyed?) : The target population that will be sampled is

defined here. The sample units for our product would be drivers, students and vehicle

owners. Sampling frame is developed in such a way that everyone in the target population

has an equal chance of being sampled.

Sample size (how many people should be surveyed?) : As we know that large sample gives

more reliable results than small sample. Of around 4 per cent of the population will be

considered as our sample size.

Sampling procedure (how should the respondents be chosen?) : Stratified Random

Sampling method was selected to chose the respondent. The population was divided into

mutually exclusive groups such as drivers, students and vehicle owners and random

samples will be drawn from each group.

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SURVEY RESEARCH

A survey is conducted to know the opinion of customers about the Y2H in the present scenario

and about their requirements for the same.

The questionnaire for the survey will have questions like:

Do you find product effective?

How useful did you find the product?

Is the price of the product acceptable?

Is the design of the product convenient for use?

Any other suggestions for improving the product?

Thus different opinions will be collected and summarized.

Points will be collected from respondents regarding the factors they look for when purchasing

Y2H.

COMPETITOR ANALYSIS

We are introducing a new product in the market so there are no competitors for our

product. It will help in building brand strength of the product. Better service will be provided in

affordable price.

TARGET MARKET

Target market comprises of –

Commercial drivers

Driving enthusiasts

Road Transporters

Service centers

Vehicle manufactures

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BARRIERS TO ENTER MARKET: Lack of knowledge of technology used in the product

Consumer acceptance and brand recognition

MARKETING STRATEGIES

A marketing strategy is a broad direction statement indicating how the marketing objectives

will be achieved. It provides the method for accomplishing the objectives. While marketing

objectives are specific, quantifiable and measurable, marketing strategies are descriptive. The

marketing strategies represent a first overview of various marketing elements and how they will

be utilized to achieve the marketing objectives. The most commonly addressed strategy issues

are as follows:

i. Building the market versus stealing market share

ii. National, regional or local markets

iii. Seasonality

iv. Spending

v. Competition

vi. Target market

vii. Product

viii. Naming

ix. Packaging

x. Pricing

xi. Distribution/coverage

xii. Personal selling

xiii. Advertising media

xiv. Advertising message

xv. Internet media

xvi. Merchandising

xvii. Public relations

xviii. Marketing research and testing.

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MISSION STATEMENT

“To make all the customers aware of the product, to build up brand strength and to

become an integral part of the vehicle.”

GAME PLAN

The market for the product is differentiated as primary and secondary market. The

company's primary market is the vehicle manufacturers and service stations. The secondary

market is the end-use i.e. customer. In meeting secondary market demand, the technology will

be pulled through the primary market.

Personal selling of the product to the end users (vehicle drivers, transport companies) will

be done. Firstly some prototype will be manufactured to allow testing. An animated video which

explains the technical aspects of the technology will be developed. This is a superior method of

communicating the physical dynamics of the technology. Also a technical manual will be

provided with price-feature catalogue.

MARKETING MIX

Product – The actual product

The product Y2HALT will be very handy, light weight, sturdy, adaptive (can be plugged

to any vehicle with the attachment). Size is similar to a 500 ml water bottle. There are no hazards

of burst of containers, fire, odour, pressure loss – moreover it will be eco-friendly!

Refilling units will be available with service stations. Refill time – merely a minute!

Price - The amount of money needed to buy products

Pricing represents one of the basic elements of the marketing mix, and it is one of the most

difficult elements. The following factors are considered before fixing the price:

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Demand for the product

Quality of the product

Cost incurred for production

Competitors cost

Affordability of the customers

The product package will be priced at Rs 150. It is a one time investment as the product is

reusable. After use – release of gas and adhesive vapors into tube – the container can be refilled

at authorized automobile service stations.

Refilling equipment unit will be supplied at a price of Rs 30,000

Place – Where product will be marketed

Marketing for the product will start from the urban markets – specifically metro cities and

second cities of the nation. More vehicles are present in these cities. Some examples are Delhi,

Mumbai, Banglore, Chennai, Pune, Kolkata.

Promotion – Getting the product known

For primary consumers, actual product usage and utility demonstrations will be given.

Service stations will be provided with ‘refilling units’ for Y2HALT. Training to operate the

equipment will be provided.

For secondary consumers, road side/highway hoardings will be most effective. They

have maximum scope with vehicle drivers. Radio jingles and skits will be broadcasted as radio

is the main entertainment while moving on road. Petrol pumps and service stations will be

promotion partners. Drivers visiting these places will be targeted. Driving schools will be

another target area for promotion. New drivers are more cautious and want to keep vehicles in

near-perfect condition. Video advertisement will be aired animating the use and need of

product. Automobile magzines will carry page length advertisements and information regarding

the Y2HALT.

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People – who represent the business and users of the business

The advertisement will convey the message that product is present with smart drivers.

Individuals who do not wish to waste their time and carry on with their work. Safe journey of

family and ladies. Wise citizens!

Product promoters will be depicted as people who care – we care about you! – to create a

bonding image with the consumers.

Process – how to get the product

Y2HALT will be present with automobile spare part dealers, service stations, accessories sellers

and repairmen. Refilling units will be made available at authorized service stations and leading

garages in the cities and towns.

Physical environment – tone of the environment

The product carries low density gas at pressure and adhesive glue in vapor form. The body of

product will refrain any temperature variations entering into the compartment. As temperature

rise and fall will change the pressure inside the body. To undergo extreme temperatures (that are

integral part of our country), inside body of the product will be coated (greased) with

temperature resistant material.

Product body will be air-tight and waterproof. Shocks and falls wouldn’t affect the working or

effectiveness in any way. Product outer body will be sturdy and composite plastic. Hence no

effect of dust or stains. Long life guaranteed!

SEGMENTING, TARGETING & POSITIONING

Segmenting is done on the basis of geography, demography (age, gender, etc) &

customer preferences. Our segment will be based on the occupation of customers and their

usability of the vehicles.

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Target customer set will be individuals who are 18 years old and above (driving license

holders). Individuals who are drivers or are related to vehicles (servicemen, cleaners, sellers)

Positioning is done with the help of advertisements. “Safe & uninterrupted travel” is the

idea which will be seeded into customers.

Some taglines that would be used for the motive –

Do you care for your daughter/wife?

Are you going to be late for meeting/date?

Is your family still en route?

Flat tyre – when no one’s around!

SWOT ANALYSIS

Strengths –

Adjustable design

Affordable price

Durability

Suits all vehicles

Usable by all ages

High definition in design

Weakness –

New product – only tested in market

High cost in placing support refilling units

One time product – refilling can over shadow reselling

Opportunities –

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Monopoly in market – innovative product

Patent and export

Can design same product for heavy vehicles on order

Threats –

Future competition

Rejection by market

OVERCOMING WEAKNESS OF THE PRODUCT

Extensive research work and actual on-site testing will have to be done. With the help of frugal

engineering and cost management, refill equipment’s price has to be lowered down. Support

products have to be launched in future.

HOW TO COMBAT THE THREATS?The threat of competition by customers can be combated by continuous innovation in both

technology and design of the Y2HALT so that our product does not become obsolete.

The other threat of imitation can be combated by taking patent rights on this technology so that

others cannot use the same in their own product.

BIBLIOGRAPHYMarketing management by Philip Kotler

Marketing plan – sample outline

( www.factiva.com)

Sample marketing plan

( www.inventors.about.com)

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