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APROJECT REPORT
ONMARKETING PLAN
SUBMITTEDTO
DR.SHUBHA JOHRI
JAIPURIA INSTITUTE OF
MANAGEMENT, JAIPUR
IN PARTIAL FULFILLMENT OF
POST GRADUATE IN DIPLOMA MANAGEMENT (PGDM)
For The Year
2012-2014
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ACKNOWLEDGEMENT
It would not have been possible without the kind support and help of many individuals and
organizations. We would like to extend our sincere thanks to all of them:
We are highly indebted to Dr. Subha Jhori for her guidance and constant supervision as well as
for providing necessary information regarding the project & also for their support incompleting the project.
Our thanks and appreciations also go to our peer members in developing the project and people
who have willingly helped me out with their abilities.
GROUP MEMBERS:-
AJIT ROY
APOORVA
FIRDAUS JAMAL
JAI SINGH RATHORE
TWINKLE VIJWANI
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Contents of Marketing plan
Executive summary
Marketing situation
Segmentation
Targeting
Positioning
Distribution
Pest analysis
Calculation of cost
Marketing plan
Swot Analysis
Marketing strategy
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Product
Price
Place
promotion
Action programs
Budget
Conclusion
References
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EXECUTIVE SUMMARY
PUMPKIN Ltd. is a manufacturer of kids clothing located in South extension, New Delhi.
We are very excited about our product that they are made of top quality material. Our
company sells trendy clothings and apparel for kids under the age of 14 such as casual and
party wear ,sports wear, comics wear, night wear, swim suits. PUMPKIN store markets its
products line has COME &GET JOY OF HAPPINESS.
Our organizational structure of our business is partnership. Types of strategy that we
have adopted for adjusting price of our product are:-
Psychological pricing(Reference pricing)
Dynamic pricing
Promotional pricing
Such as end of the season sales, festive offers, multi- buy savings and promotional coupons
will be implemented.
Our competitors are LILIPUT, HADI, BARBIE, and DISNEY. Our advertisement will be
through posters, banners, newspapers, direct mail campaign.
We will promote our product in giving advertisement about our product in breaks of
cartoon shows .we will also promote our product in kids schools and in children parks. Our
brand ambassador is KAJOL. Our goal is to keep our marketing budget to no more than 10%
of our gross annual sales.
Slogan of our company is:-IF YOU ARE HAPPY THEN WE ARE HAPPY
MISSION:-To bring a smile on kids as well as on their parents face by
delivering value based product.
OBJECTIVE:-
To increase market share.
To think like a child and try to give them what they desire.
To increase sales and satisfy our customer needs.
To have excellent relationship with customer.
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To create a store image that our target customer sees as both attractive
and trendy.
Make a product available in all our country.
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OUR CLOTHES
----------SWIM WEAR
----------CASUAL WEAR
----------NIGHT WEAR
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-------------SPORTS WEAR
-------------------COMIC WEAR
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MARKET SITUATION
Detail about the segment:-We have taken business to consumer in which we directly sell
to customer.
SEGMENTATION:-
I. Demographic:-
For under the age of 14.
For kids
For parents whose income above 90,000.
II. PSYCHOGRAPHIC:-
For upper middle class.
III. BEHAVIORAL:-
For every occasion (casual and party wear).
Benefits providing quality based product.
Attitude towards product will be positive and user rates for using product are
medium user.
TARGETING:-
Kids, fashion conscious parents.
High disposable, surplus income family.
POSITIONING:-
Create value for targeted customers.
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FEATURES & ITS BENEFITS:-
Stylish clothes available in good quality.
Material used such as silk, cotton, nylon, crape and denims etc.
Unique designs, innovation and latest in trend.
Eye catching colors used in our product.
Long lasting apparels.
Comfortable to wear.
Available in different verities and sizes.
Clothes available for every occasion such as festivals, birthdays, parties, fancy dress
competition, sports etc.
Good customer service system at our store.
DIRECT AND INDIRECT COMPETITIORS:-
1-Direct Competitors: - Some of the leading brands such as LILIPUT, GINNI &
JHONNY, BARBIE, DISNEY, and HADI etc. are our direct competitors.
2-INDIRECT COMPETITIORS:-Some of our indirect competitors are WESTSIDE, BIG-BAZAR, SHOPPERS-STOP, MOM &ME, VISHAL MEGA MART etc. These are our indirect
competitors as they sell kids clothes as well as other products such as apparels for women, men
etc .They also sell accessories, shoes & sandals and bags etc. at just one place so our
consumers may prefer to buy their clothes as well as for their kids only. So indirectly they are
our competitors which have a great effect on our business.
DISTRIBUTION:- As we are following B 2 C segment so the channels we
have utilized for the distribution of our product are:-
a. Direct distribution
b. Indirect distribution
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DIRECT DISTRIBUTION:-ONLINE SELLING-We have a website of our
store where our products which are popular is available. People can buy our
product through our website directly.
INDIRECT DISTRIBUTION:-We are distributing our product from our
factory to our consumer through our retail shop.
PEST ANALYSIS
ECONOMICAL:-
1. INFLATION:-Inflationaffects C&P ltd.in the same way as changes in taxes
would. The lower the rate of inflation the better it is for business. As it meanspeople can spend more and the pricing of the products will be affordable. If the
rate of inflation is high people will spend less ,as their income will be less and
they will not be able to buy our products.
2. ENERGY PRICES:- If electricity cost would rise this would mean it would
cost C&P more to run their stores lightening ,machinery and this would lead to
price increase. As a result C&P would lose out on customer due to our pricing.
TECHNOLOGICAL FACTORS:-Technological factors which can affect our product
includes such as:-1-Shortage of certain material like leather and fur.2-Introductionof new clothing styles by our competitors.
Estimation of Cost,Selling price and profit per unit
Casual and
party wear
Sports
wear
Comic wear Night wear Swim suits
Selling
price
Per unit
699 399 499 399 199
Variable
cost per
unit
(200) (100) (150) (100) (50)
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Fixed cost
per unit
(85.88) (85.88) (85.88) (85.88) (85.88)
Profit per
unit
413.12 213.12 313.12 213.12 63.12
Calculation of costs
We will manufacture 8500 units
Total Fixed cost is Rs 730000, So fixed cost per unit is Rs 85.88(730000/8500)= Rs 85.88
Total Variable cost is Rs 1229480
Total cost is Rs 19,
59,480(3000*285+1500*188.88+2000*235.88+1500*185.88+500*135.88)
MARKETING PLAN
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The products of the retail shop will be high quality clothes for children (boys and girls) aged 0-
12 years old. The product line will include school uniform and also some selected toys. The
key clothing products will be the following:
Tops
Skirts and dresses
Trousers and jogging pants
Jackets
Nightwear
Winter wear
Party wear
Sports wear
Indian wear
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SWOT ANALYSIS
This section defines the strengths and weaknesses of the new firm and also the opportunities
and threats existing within the high quality childrens clothing sector.
1-STRENGTHS
Owners and managers have extensive childrens clothing product development and
marketing experience from previous work.
Owners and managers have a good understanding of and a good network in the
market in Crystal Palace, Bromley, and London.
2-WEAKNESSES
Non-existent brand of new childrens clothing retail shop.
Untested end-to-end process from product development to delivery of products to
customers.
3-OPPORTUNITIES
High quality children are clothing becoming increasingly expensive with brand as
key factor driving up the prices.
4-THREATS
prices have impacted on discretionary consumer spending.
Current credit crunch experienced by the financial markets coupled with the
increasing oil
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MARKETING PROGRAMME STRATEGY AND TACTICS
Marketing Programme Strategy and Tactics
This section defines the strategy and tactics of the marketing programme. The 4Ps of
marketing are used as the structure to present the programme.
Product line
Strategy Introduce the new range of high quality affordable clothing to the market
Tactics
Utilize current network of owners and introduce the product to themarket
Position the product as high quality but at affordable prices
The quality of the products sold will be monitored closely to ensure the high quality image of
the retail store and brand. A quality assessment will be conducted regularly by the owners to
ensure that the clothes meet the requirements.
Pricing
Strategy
Introduce the childrens clothing at above the low-priced products to reflect
the high quality value of the products, Cost plus price, Reference pricing
strategy
Tactics
Provide pricing range that high quality clothing seekers will find affordable
and attractive
Potentially, price the products at lower than planned margins in order to
encourage the purchase of the products as it increases exposure in the market
Provide discounts to large buyers (i.e. several items)
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Place
Strategy
Establish base/headquarters for retail store to develop overall brand andimage
Tactics
Utilize planned retail store in Delhi as the base
Develop retail store as key presence in all over Delhi for must-see visit of
visitors in the state.
As the retail store will be small-sized in the first instance, the store will only occupy a one-
floor retail shop. The floor plan will be defined once a retail store has been identified.
Promotion
Strategy
Build up the brand and the new childrens clothing product range to the
target market
Tactics
Work locally to promote products including in local newspapers
Encourage word-of-mouth build-up of the brand and products through the
initial customers
Utilize website to increase exposure to the target market
The promotions programme will be dynamic and will require the use of research to validate
assumptions. This will be done through data from sales, questionnaires and surveys provided to
customers, and other external research.
ACTIONS PROGRAMS
Our company will launch in January. We will start integrated advertisements through
newspapers, radio, advertisements in magazines. Work will be divided to people as area of
their specialization.
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Budgets
In budgets, we have to calculate the break-even point (BEP) is the point at which cost or expenses
and revenue are equal: there is no net loss or gain, and one has "broken even". A profit or a loss has
not been made, although opportunity costs have been "paid", and capital has received the risk-adjusted, expected return.
Calculation of break even sales
http://en.wikipedia.org/wiki/Opportunity_costhttp://en.wikipedia.org/wiki/Opportunity_cost7/29/2019 Marketing Project Term -2
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Break even volume-Fixed costs/price unit variable cost
BE sales : BE Vol. x Price
BREAK EVEN VOLUME BREAK EVEN SALES
CASUAL AND PARTYWEAR
730000/(699-200)=1462.92 1462*699=Rs1022581
SPORTS WEAR 730000/(399-100)=2441.47 2441*399= Rs 974147.
COMIC WEAR 730000/(499-150)=2091.6 2091*499= Rs 104370
NIGHT WEAR 730000/(399-100)=2441.47 2441*399= Rs 974147
SWIM SUITS 730000/(199-50)=4899 4899*199= Rs974966
Conclusion
If will face the problem in future, we have decided that we will apply the New product
development strategy .We will produce teenagers clothes, toys, accessories etc.We will produce
more and will sell to new customers in new markets. We will diversify our stores.
Market Risks
It is important that we only use quality fabrics and prices our products well. Consumers will
stop buying the product if it is not meeting their requirements or is not affordable. There is lots
of competition out there for the consumers to choose from. We need to start off with a qualityproduct, create some market awareness and continue to meet the demands of the consumers. Inorder to do this we must work with the retailers to learn more about what they and the
consumers want. It is important to have the retailers on our side so they display and
merchandise our product to the maximum benefit. It is also important to know what consumersthink and what changes they would like to see so we can meet their needs.
Other Risks Not properly managing the production end of the business could affect costs and
make our product too highly priced. It is important for us to keep close watch on both labourand fabric costs and to try and keep them as low as possible without affecting the quality of the
product. It is also important to find reliable assistance, and though it may take longer to hire it
is important to get the right person from the start.
Reference
Apparel magazine
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Yahoo
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