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GROUP 6
AMRESH SINGHARUNIMA DUBEY
ARPIT GUPTA
GURNEET KAUR
RITESH KUMARRIYA PANT
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CURRENT MARKET SITUATION
Set top box(STB) is used to provide a wide range of
television channels.
About 70% of set top boxes in India are imported. In 2011, Huawei and Pace were top STB vendors in
India with 24% and 12% market share.
DTH subscribers are the major customers of STB in
India
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PRODUCT REVIEW
Solar operated battery interactive set top box that not only recognize
hand gestures, but also voice command.
Automatic power-down
Smart box also provide internet service
through set top box
More channels with increased picture quality
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COMPETITIVEREVIEW
Dish TV
Airtel DTH
Reliance Tata sky
Sun direct
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SWOTANALYSIS
STENGTHS
Solar chargeable battery
Voice command
Gesture recognition
provide internet service
WEAKNESS
Lack of brand awareness: Smart box has no established imagelike tata sky or any other
Limited area: Smart box is being launched in limited areas
i.e., only 8states
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OPPORTUNITIES
Large disposable income
Expansion of the distribution network
Increase in the number of TVs sold
Growing demand for quality of service
Increase in geographical boundaries
THREATS
IPTV will provide superior technology
Cable STBs provide easy switching
Interoperability regulations.
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MARKETINGMIX
PRODUCT interactive set top box
Solar battery charging
Automatic power-down
internet service
PRICE
with internet connection- Rs3600 Without internet connectionRs2990
Normal- Rs2450
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PLACE
Delhi NCR U.P
West Bengal Bihar
Maharashtra Rajasthan
Haryana Punjab
PROMOTION
Bill boards
Newspapers
TV(gadget guru)
Internet ads
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STP
SEGMENTATION metropolitan area
Urban city
Rural areas
TARGETING
People in rural areas ,i.e. villages n out
Educated population in cities n town
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POSITIONING
Positioning the Smart Box as The most versatile, value added, easy to use even by rural
people.
Our marketing will focus on High definition (HD) set top boxwith various features like
- Voice command.
-Gesture recognition.
- Internet connectivity .
- Displays multiple audio/video
streams simultaneously.
*Most importantly power saving and solar operated features.
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BUDGET
Sources of fundTotal Investment = Rs. 3,80,00,000
63,33,333.33 per person
Warehouse Rent (40000x3+40000) 2000sqfeet = 2,00,000
Setting up cost (office + software) = 12,00,000
Broadcast service provider = 2,50,00,000
Working capital (includes promotion, product, logistics,
salaries etc.) = 1,16,00,000
Total fund required = 3,80,00,000
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Profit per piece
PARTICULARS SET TOP BOX
(INTERENT
FACILITY)
SET TOP BOX
(WITHOUT
INTERNET
FACILITY)
SET TOP
BOX
(RURAL)
Revenue/piece 2800 2250 1850
Less: cost/piece (2300) (1800) (1450)
TOTAL 500 450 400
Less: indirect cost (100) (100) (100)
Total profit/piece 400 350 300
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ACTION PLAN
The Digital. Sol will be introduced in February 2013
We will launch a Rs.50lac sales promotion campaign
in January
For first 8-9 months our company will suffer a lossdue to high expenses
will reach to break even point and will stay there for
9-15 months After 15months we will finally start earning profit
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GROWTH
Software development after 4 months of
starting business
In future we will also be providing Wi-Ficonnectivity with smart box.
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THANK YOU