“If we do not protect our environment,

My Grandchild will Scratch your

Grandchild’s Eye for a glass of

water….”GURDEEP SINGH ANAND

When you are green, you are growing.

When you are ripe, you rot…RAY KROC

Universal Business School

Project title: Marketing plan for a new product launch

Presented to: Prof. Bibhas Basumatary

Presented by: Marketing group 1

Members : 1. Manpreet Singh

2. Anurag Bisen

3. Chayya Devi Singh

4. Aseem Dubey

5. Omkar Phatak

6. Ajay Puranik

Company Name : MaaaOc Ltd.

Product : www.Greenduniya.com

Logo :

greener everything from today

CONTENT Part 1: Cover Page

Part 2: Contents

Part 3: Executive Summary.

Part 4: Introduction to Company.

Vision.

Mission.

Organization Structure

Part 5: Product Description.

Part 6: Scope

Part 7: Situation Analysis.

Industry Analysis

A. Porter Five Forces.

B. PEST Analysis.

Product Analysis

A. SWOT Analysis

B. Market Size.

C. Market Share of competitors.

Part 8: Marketing Mix(4 P’s).

Part 9: STP

Part 10: Value Chain And Ansoff Matrix

Part 11: Financial Analysis with estimated 5 years Cashflow.

Part 12: Consumer Behavior.

Part 13: Citation.

EXECUTIVE SUMMARY

The report explains the marketing Plan for the launch of a web portal for green products and consultancies. This product is launched by MaaaOc Ltd. (Manpreet, Anurag ,Aseem ,Ajay, Omkar, Chayya) . Portal will act as middle men between the producers who do not have enough capital to bring their products to market & the customers who actually requires those products. Business is supported by renewable sources of energy dept., a body of govt. of India.

In the very beginning we have explained the mission & vision of

the company. The product will be launched, following same vision &

mission. Product will be launched in the market with great

promotional & advertisement strategies.

The report examines that the product will be launched all over India with E-Business focusing mainly on Urban Population and Consulting Business focusing on both rural and urban sector. Segmentation is followed by marketing mix, Situation Analysis, Deep product and market analysis of renewable energy sector. For this purpose we have conducted SWOT analysis of the product to see its Strength, Weakness, Opportunity and Threats. PEST analysis and effect of Porter’s five forces are also included. Finally, it is accompanied by Budget and financial Analysis

Introduction to the MaaaOc Ltd.

Vision Statement: For a betterment of tomorrow,

everything should be green from today.

Mission statement:

Our mission is to save the earth by providing our customers, all green

Solutions for a better tomorrow. We deliver specifically developed

solutions, which promise success for their project. Our mission is to

help society adopt environmental practices that are sustainable as

well as profitable.

We achieve our mission by setting stringent criteria, providing

technical assistance, and publicly recognizing and promoting Green

Businesses with a seal that enables customers to shop in keeping with

their values.

MaaaOc ltd. In India

MaaaOc ltd. will commence their business in India from 1st April

2014. With the company office at a small room in Bhopal, Madhya

Pradesh.

INTRODUCTION TO GREENDUNIYA

PRODUCT DESCRIPTION

Our business is divided in 2 parts:

A. E-Commerce.

B. Consultancy Services.

With the view of green everything our E-Commerce website will act

as a market space for all the green products. There are many products

available in very small parts of our country for which, either the

customers don’t have awareness or the producers do not have enough

money to bring their products in the market.

For example, one of the partner of our company recently visited

Darjeeling, where he founded an old man selling an Ayurveda

medicine for diabetes patients for a merely Rs.200/- later on our

partner founded the medicine to be very effective .Similarly, there are

so many people like the old man who have these products but people

don’t know about them.

Our Company will provide platform for these kinds of products.

Also all the green products available in the market will be listed on our

website thereby providing each and every individual in this country ,

an access to these beautiful gifts of nature .And how we are going to

do this is included in “the Business Strategy” in the coming pages.

Green consulting is a phrase used to describe a range of consulting services that are aimed at helping businesses become more ecologically friendly, or "green." Green consulting is a relatively new field, and its popularity is increasing quickly as more businesses see greening their business practices as a route to attracting new customers or retaining old customers. Greening a business can also in some cases help businesses to earn financial credits for being ecologically sustainable.

Our Consultancy services will provide the solutions to do

everything in a green way. There will be solutions of all the questions

ranging from, how to clean your toilet? To how to manufacture a Car?

The consultancy services will be provided to each and every individual

at a very reasonable price. Thereby giving access of the consultancy

service to individuals, to farmers, to small industries , to large

industries and to Corporates etc.

How illiterate people will have access to our services will be explained in “the Business Strategies”

SLOGAN

“greener everything from today”

Organisation structure

Greenduniya.Com

E-Commerce Consultancy Services

Products &

Distribution

Manager

Marketing Manager

Renewable Energy

Sector

CDM & Carbon

Advisory Sector

Energy Efficiency

Ecommerce will be done by Chayya , Anurag & Ajay

Consultancy will be managed by Aseem, Omkar & Manpreet

SCOPE

Some Facts

According to the November 2009 issue of “Business Today” size

of green products in India is $56 bn. Which is increasing every

year by approximately 14%.

120 green products and technologies were displayed in green

building congress held in Hyderabad last year.

74 million people in India have access to internet (30% increase over March 2012) of which more than 60% shops online.

GREEN PRODUCTS AND MARKET CONCERN

Concern about the environmental issue is growing among

people as the effects of environmental depletion and resource

exploitation are dramatically becoming visible and an object of media

interest. A well-informed public opinion recognizes the priority of the

environmental issue and people are domestic with some

environmentally friendly behaviors. Companies started offering “green

products” to this base of consumers worried about the environment.

These products traditionally offer an additional benefit to the

consumer, called “greenness”, and charge a premium price. Thereby

providing us and opportunity to enter this unexplored market as we

are providing these green products at a very reasonable price.

In the last two decades, Green products have been protagonists

of a continuous growth in sales and popularity. Although the situation

is very specific according to each industry, they reached a considerable

market share in several industries and their sales are often growing at

a rate of more than 10% per year.

Soul of India lies in Villages but the irony is that more than 70%

of villages receive electricity for not more than 2 hours daily(Average).

The situation even worsens in the summer seasons.

A study concludes that, to light up Indian villages a whopping

94.51 billion Kwh(units) of electricity is required. The average per

capita consumption of electricity in India is 778.63 Kwh.

Many states are moving towards power generation through

solar , wind and other renewable sources of energy. In the city of Surat

in Gujarat , it is mandatory to have solar water heater installed in your

home. According to recent norms of government of India no Building

will approved if solar water heater is not installed.

SITUATION ANALYSIS

Industry analysis

Porter’s Five Forces of Competitive Position

Competitive Rivalry

4 green retailers and 1 green consultancy.

Industry size is huge and people prefer to buy more green products.

Being only company to offer green products & consultancy give us competitive advantages.

Supplier Power

Supplier power is low as there are many suppliers for green products.

Switching cost is not very high.

Threat of Substitute Products

In general, it is easy to sell in the internet, so, there are threats of substitute products

Other E-Commerce sites.

Buyer Power

Buyers have lot of choices

Buyers are large in number.

A product change cost is low and frequency is high.

Product & service is importance as it deals with sustainable

New Market Entrants.

Easy to enter but difficult to sustain.

Requires extensive knowledge of services to be provided.

High initial investment required

PEST Analysis

POLITICAL

Government has passed legislation which requires further reductions of CO2, HC and NC emissions for vehicles until 2015.

New Political forces, which are against tax reductions, may be elected in the next year’s elections.

Import restriction has increased in 2013.

Government is increasing its funding to ‘Specific’ industry.

Government is easing regulations for employment.

Increasing tensions between our Government and our major export partner’s government.

ECONOMICAL

iGDP will grow by 3.4% in 2014.

Availability of credit for business will slightly grow or remain unchanged in 2014. The same applies for the cost of credit in the 1 half of the year.

Unemployment is expected to decrease by 5.6% in the year 2014.

Wages will rise by 11% in 2014. Metal & Oil Prices will increase by 3.84% and Oil (Diesel= 1.2% & petrol = 6.5%) respectively in 2014.

SOCIO-CULTURAL

Positive Attitude towards products

Large & Dynamic consuming Classes buying through internet is $90 Billion is expected to grow.

Immigration is increasing

Increasing attitude towards job with shorter working hours.

Swadeshi thinking

People change their eating habits and now tend to eat healthier food.

TECHNOLOGICAL

New machinery that could reduce cost of Production costs by 20% in development. Requirement of green norms in every industry.

Countries major companies announced its plan to expand their internet infrastructure.

“New” Technologies like 6- sense and Li-Fi will be introduced in the market.

Product analysis

SWOT Analysis

Strengths:

Only company in the world providing green products and green consultancy

Product pricing lowest compared to competitors.

Distribution channel

Tieups with Suntek Solar products & Windsystems U.K.

Weakness:

Constant knowledge required for green solutions

Need moderately high amount of working capital

Consumer awareness

Low penetration in Rural market which is one of the major target of our product

Opportunities:

Policies and laws mandating application of green solutions within various sectors.

Changing consumer behavior for green solutions and products.

Technological innovations

Opportunity for partnerships wing companies like Suntek solar services & wind systems U.K.

Government providing subsidies for green businesses & tax exemptions too.

State Bank of India providing loans at a rate as low as 5% for businesses for social welfare

Threats:

Change in PESTLE environment

Consumers reluctance for adopting green products.

Continuous requirement of knowledge updation for providing unique solutions for consultancy services

High initial capital requirement for wind & solar energy systems

Market size

According to the November 2009 issue of “Business Today” size

of green products in India is $56 bn. Which is increasing every

year by approximately 14%.

74 million people in India have access to internet (30% increase over March 2012) of which more than 60% shops online.

India's e-commerce market was worth about $2.5 billion in 2009, it went up to $6.3 billion in 2011 and to $14 billion in 2012. CAGR vis-à-vis a global growth rate of 8–10%.

Market Share

Note :- eco India provide only eco-tourism and green tokari is only for

food products

Market share in consultancy : There is only one green consultancy firm

in India and that too provides ideas for green buildings.

E- commerce

green the gap

green n good

green tokari

eco india

26% 26%

5%

43%

Marketing Mix

PRODUCT MIX

Bath & Beauty:

Face Care.

Body Care.

Hair Care.

Bath.

Baby & Kids:

Baby clothing

Baby Oil

Baby Accessories.

Toys & Books.

Mommy Clothing.

Fashion:

Women Clothing

Men Clothing.

Kids Infant Clothing.

Health:

Organic & Ayurvedic

Remedies

Health Supplements

Food & Beverages:

Organic Beverages.

Organic Food.

Home:

Home Décor.

Laundry.

Bed.

Solar Product:

Jar Bulbs.

SERVICES

Renewalable Sources of Energy

A.Solar Energy:

Solar heater

Solar Cooker

Solar water Pumps

Solar Fans

Solar Inverter

B.Wind Energy

Windmill installations

C.Other renewable sources

Small hydro Powerplant

Bagasse Co-generation

Biomass

Waste to Energy conversion

D.Carbon Advisory Services

Consultancies provided to manufacturing companies to reduce their

carbon emission which seriously enhances the greenhouse effect. We

even provide low carbon emission ratings & points to industries.

Consultancy provided to automobile manufacturers to suggest them

ideas to reduce the emission from their products.

Initially, major target will be areas where solar Power, solar electricity

& windmills are important. So the major products required will be the

following three products :-

Suntek solar inverters

Voltage output: 650 va

Power output : 150 watt solarpanel

With solar LMLA (Low maintenance lead acid battery) of 100

ampere hour charge.

Money recoverable in 2 years

Suntek Solar Water heater

An average person require 25-30 litres of water per day.

A water heater with a capacity of 125LPD

5 year warranty

No maintenance

100% Safe

Money recoverable in 5 years

Will heat water at almost 330 days out of 365 days a year

Wind systems U.K. windmills

1KW capacity microwind systems

Can be installed on roof tops in rural as well as urban areas.

No maintenance

Money recoverable in less than 3 years

Note: Solar water heater will be required majorly in the areas where

installations of the same is mandatory according to norms of govt. of

India.

Windmills will be installed in the villages where electricity is very rare.

There are future plans for ecofriendly packaging also.

Price Mix

Though the market is still undiscovered by big players, also the existing

firms in the business are not considerably big, we will follow a mix of

Market penetration and Predatory pricing strategies to wipe out the

the existing players. (still the margins will not be deliberately low so as

to meet the norms of Competition commission of India)

Profit Margins:

Ecommerce

Product Range Industry Average Ours

F.M.C.G.(except food) 8-11% 5-7% Organic food 6-8% 5%

Beverages 4% 3% Apparels 30% 12.5%

Fragrances 40% 20%

Health products 17-20% 5% Baby products 12-15% 10%

(Above all is Primary Data from Karjat, Thane, Vashi, Bhopal & Indore

Markets & Through some green websites like greenngood.com etc)

Consultancy

Project Price Industry average Ours

Rs. 0-5 lacs - 1% Rs. 5-30 lacs - 0.8%

Rs. 30lacs + - 1.2%

( - indicates no player in the market)

Our Highlighted products

a. Suntek solar inverter

For Us

Dealer price for us 7,500( after discount of achieving target of selling

100 inverters in 1 year)

Downpayment 2500 Rs., 270Rs/month EMIs for 40 months

For Customers

One time buy price is Rs. 8990; (market price is 9990 Rs.)

Or EMIs of Rs. 300/month for 46 months (maintenance done by us)

b. Suntek solar water heater

Dealer price for us 12,000( after all discounts, target 50 units /year)

DownPayment 4000 rs., 350 rs. EMIs for 60 months

For Customers

One time buy price Rs. 12499.;(market price 14000 Rs.)

Or EMIs of Rs. 400/month for 66 months (maintenance done by us)

Promotion Mix

Theatre Ads showcasing our Website.

Creating mobile apps for different platforms showcasing our product, & twitter, facebook & whatsapp Advertisements

Tie-ups with publishing house for printing our ads on back page or FrontPage. Guerrilla marketing on women magazines, sport magazines & automobile magazines

Organizing marathons and quiz competitions in schools, colleges and corporates.

Award Functions for Green companies

Carbon credit points will be given to green industries & best will be awarded

Customer loyalty programs on website

Going to the villages, educating each and every individuals & telling the USPs of our products

Go green plays in schools & colleges

Direct marketing through door to door selling for water heaters & windmills

Tv ads on Doordarshan & Star news , Radio ads on Vividh bharti, FM gold & my FM

Place Mix As our product is a web base product we will be having a web space

on internet for selling of our product.

For consultancy too, we will be providing solutions all over India

through website only.

For Direct marketing of products like renewable sources of energy,

Village to village travel will be done.

Segmentation

Ecommerce

Consultancy

E-business

17-25

26-35

36-45

Individual business

Very Rare

Tech smooth (Green

thinker)

Can be influenced for green thinking

Tee- youth

Internet Sufers & thinkers

Enjoy Traveling internet user

Rarely exit

House buyers

Influencers

Major decision taker influenced

by Green

High tier –I mid Tier - II

Consultancy

Small

Mid

Large

Household

Budget constraint

Status conscious

Corporate

less attractive

Highly attractive

C S R activities

NGO

Involvement in village

Targets

Our main targets for ecommerce will be tee-youth segment of 17-35

years and businessmen & house buyers of 26-45 years age

For Consultancy services, our Target will mainly be village areas where

electricity is rare, cities where govt. has issued norms for solar energy

etc.

Positioning

GREEN

THE GAP GREEN N

GOOD

LEAD

CONSULTANCY

HIGH

PRICE

GREEN EVOLUTION

ECO

INDIA

LESS

CHOICES

GREEN

DUNIYA

MORE

CHOICES

LOW

PRICE

VALUE CHAIN

Payment

Payment order &packing

COD material

Customer Online

Portal

Supplier

Courier

services

Producer

ANSOFF MATRIX

NOTE :- WE ARE ENTERING IN THE EXISTING MARKET AS EXISTING

PRODUCT SO WE ARE IN MARKET PENETRATION

ANSOFF MATRIX

Existing Market

New market

Existing Product

Market Penetration

Market Development

New Product

Product Development

Diversification

FINANCIAL ANALYSIS

Loan = 8.5 lacs. @6% p.a. with monotorium period of 2

years and Re-payment period of 5 Year(2+5 yrs.)

Equity from owners= 5 lacs.

For meeting above requirements, the Debt Service

Coverage Ratio should be maintained below 2.2%

Expected Revenues for 5 years is 14 lacs, 19 lacs, 27

lacs,35 lacs and 45 lacs respectively.

Fixed Assets of 3 Lacs with depreciation of 30% p.a. as per

WDV (Written Down Value) method.

Advertising Budget for 5 years respectively are 8 lacs,

12 lacs,16 lacs,15 lacs and 13 lacs.

Working Capital required will be 6 lacs and 8 lacs for first

2 years and then 25% of revenue generated for next 3

years.

Working Capital finance by bank is 60%.

Other Operative charge will be 2 lacs, 3 lacs, 6 lacs, 9 lacs

and 15 lacs for the respective years(Approximate

estimation)

Company Registration fees Rs.3750/-, Copyright for Name

and Logo are Rs.4000/-

Website registration charge with 5 GB data backup, and

high speed server are approx. Rs.10000/-

Opportunity Cost(Room for office can be give on rent) are

approx.. Rs.12000/-p.a.

Investment : Rs.50000 deposit with 7 major clients for 5

years accounts to total of Rs.3.5 lacs

10% of all will be the safety margin in case of emergency.

ESTIMATED CASHFLOW FOR 5 YEARS.

Particulars Year 1 Year 2 Year 3 Year 4 Year 5

Depreciation (90000) (63000) (44100) (30870) (21600)

Adverting Exp. (8 Lacs) (12 Lacs) (16 Lacs) (15 Lacs) (13 Lacs)

Written off Preliminary Exp.

(5,000) (5,000) (5,000) (5,000) 0

Interest (51000) (51000) (51000) (40800) (30600) Other operative expenses

(2 Lacs) (3 Lacs) (6 Lacs) (9 Lacs) (15 Lacs)

Salaries (1 Lacs) (2 Lacs) (3.5 Lacs) (5 Lacs) (6 Lacs)

Revenue generated 14 Lacs 19 Lacs 27 Lacs 35 Lacs 45 Lacs

PBT 1.59 Lacs 2.81 Lacs 49900 5.23 Lacs 10.48 Lacs Tax 0 (8100) 0 (34600) 1.54 Lacs

PAT 1.59 Lacs 2.73 Lacs 49900 4.88 Lacs 8.94 Lacs

Add: Dep. & Non-Cash 95000 68000 46100 35870 21600 Working Capital req. (6 Lacs) (8 Lacs) (11 Lacs) (14 Lacs) (18 Lacs)

WCBB 4 Lacs 5 Lacs 7 Lacs 8.5 Lacs 11 Lacs

Total Operating CF 54000 41000 (3.04 Lacs) (26130) 2.16 Lacs

Total Expected Cashflow from all activities (including investing and

finance) for 5 Years shows that breakeven point will be achieved

somewhere between 5th to 6th year.Hence business is Profitable.

Further consumer Analysis based on Secondary data is on next page.

Consumer Behaviour

Factor 20th century 21st century

Emphasis On “environmental” problems

On the underlying problems with our social, economic, technical or legal systems

Geographic focus On local problems (e.g. pollution)

On global issues (e.g. global warming)

Identity Closely link to other anti-establishment causes

A separate movement embraced by many elements of “the establishment”

Source of support An intellectual elite, and those at the fringes of the society

A broad base

Basis of campaigns Used forecasts of exponential growth to predict future environmental problems (e.g. limits to growth)

Uses evidence of current environmental degradation (e.g. the hole in the ozone layer)

Attitude to business Business is the problem. Generally adversial

Business seen as part of the solution. More partnership formed.

Attitude to growth Desire for zero growth Desire for sustainable growth

View of environment/business interaction

Focused on negative effects of business activity on the environment

Focuses on the dynamic interrelationship between business, society ,environment

CITATION

The Hindu.

Marketing Management (Philip Kotler).