Shinde Ameet Narayan

Indian Business Academy. Greater

Noida

Zephyr Zero Gravity Fountain PenZephyr Zero Gravity Fountain PenZephyr Zero Gravity Fountain PenZephyr Zero Gravity Fountain Pen

Marketing MixMarketing MixMarketing MixMarketing Mix

ProductProductProductProduct

� Zephyr Zero Gravity Fountain Pen is an innovative product

It works on zero gravity technology consisting of pressurized

ink cartridges

�It can write Upside down, Under water, over

wet and greasy paper or at any angle

� It also works at high altitude (12,500 feet)

which makes it possible to use in airplanes too

�The Ink cartridges are replaceable

� It comes in four elegant colors viz., Shiny

Black, Metallic Silver, Aqua Blue and Pink

Price:Price:Price:Price:

� Zephyr Zero Gravity Fountain Pen targets

premium segment customers, it is priced at 1500

INR

� The replaceable Ink cartridges is priced at 500

INR

Promotion:Promotion:Promotion:Promotion:

�Print ads will be placed in Business

magazines like Business travelers Asia Pacific,

Business India, Business world and

technological magazines like Digit India,

Electronics for you, etc.

�It will also be placed in leading Business

news papers like ET, Financial Express

and Business Standard, etc.

�Zephyr Zero Gravity Fountain Pen will be launched in four

metros of India namely, New Delhi, Kolkatta, Mumbai and

Chennai

�In addition it will also be launched in

technological and manufacturing hub

cities like Bangalore and Pune

respectively

PlacePlacePlacePlace

Unique Selling PropositionUnique Selling PropositionUnique Selling PropositionUnique Selling Proposition

The USP of Zephyr Fountain Pen is

its unique Zero Gravity Technology

which create a complete new

category in Fountain Pens

Market SegmentationMarket SegmentationMarket SegmentationMarket Segmentation

Target Market Segmentation:Target Market Segmentation:Target Market Segmentation:Target Market Segmentation:

The target market audience for Zephyr Zero Gravity Fountain

Pen is premium segment customers like business executives and

techno savvy affluent class.

1. Geographic:1. Geographic:1. Geographic:1. Geographic:

Metro cities, Technological &

Manufacturing hub like Bangalore and

Pune

2. Demographic:2. Demographic:2. Demographic:2. Demographic:

o Age- Above 20 Years

o Gender –Unisex

o Income Group – Upper Class

o Occupation- Industrialist, Businessmen, Senior

Executives, Celebrities and Frequent Fliers

3. Psychographic:3. Psychographic:3. Psychographic:3. Psychographic:

o Personality- Ambitious and Status Oriented

o Life style- Techno savvy

360 Degree Communication360 Degree Communication360 Degree Communication360 Degree Communication

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o Corporate Presentation

o Direct Mails

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o Promoting the Product through Print Ads

o Magazines (Business travelers Asia Pacific,

Business India, Business world), (Digit India,

Electronics for you)

o News papers

�The brand name for the product is chosen as ‘Zephyr’ as it

means soft gentle Breeze or mild flowing Breeze

�Thus it represents the unique characteristic of the pen i.e.

soft and non – stop flow of writing

�As Breeze flows without any restriction, Zephyr fountain

pens also writes without any restriction

Tagline:Tagline:Tagline:Tagline:

�The tagline for our product is – ‘‘‘‘AzadiAzadiAzadiAzadi LikhaneLikhaneLikhaneLikhaneKiKiKiKi’’’’� It aptly describes the complete writing freedom

which an user will get after purchasing Zephyr

zero gravity fountain pen

BrandingBrandingBrandingBranding

Media PlanningMedia PlanningMedia PlanningMedia Planning

o Budgeting for Magazines

o Budgeting for News Papers

Thank YouThank YouThank YouThank You