GROUP-BShivani Pandey
Aatish Raj
Tarun Bhatt
Ashutosh Vyas
Surinder Singh
Ankit Boratkar
Introduced a new category and have bought a new product that is S2 briefcase cum suitcase which is all
in one briefcase.
We’ve all been seeing this cool briefcases in spy films. So we came up with this idea to build a flashy briefcase packed with all the indispensable technologies required by today’s professional road warriors.
It’s truly one-of-a-kind. Offering more than just security and functionality.
Company Purpose
+
Helps in
Gadget Handling
Charging their mobiles while on journey need not to worry now.Can keep all things under safety due to biometric lockTheft buzzer and GPS tracker provide more security
The lock will open by your finger print.
Helps in tracking
Charging Ports
Lock after disconnectivity
For Connectivity
Act as alarm
Cover upto 25-30% of market share.Best-in-class products.Be well known brand.
VISION
COMPANYS
TOHave max consumers trust.
Marketing Objectives
The Marketing objective is to increase the awareness and need of the smart S2 briefcase and increase the sales consequently
To promote the use of one digital solution for travelling instead of carryings digital gadgets for all the needs while travelling.
The policies of the Indian govt. are
in favor of promoting
tech-friendly
environment.
(Making India
Digital)
India’s growth rate currently
is good i.e. and the
earnings of the people
are growing. So , There is a
good economic
situation for the product to
grow.
The tremendous
growth of liking of gadgets
provides a environment for the digital briefcase to
grow.
The awareness of
people regarding the conservation of energy and
other resources can provide the briefcase an
edge.
Since political support is
there due to digital India
scheme there will be no
legal restriction
towards this product
Since all people are
moving towards smart technologies
so the restriction
from society will be
negligible.
Political SocialLegalTechnologicalEconomical Ecological
PESTEL ANALYSIS
Market Analysis
• Market share of luggage industries in our country is 26.07%
• Brand awareness of smart briefs is 2-3%• Online growth of luggage is 68.09%
Tech driven,
affordable
Push and pull and
psychological
Cool and trendy
Business Traveler
S2 Briefcase
• Inventory/Working Capital• Supplier Relationships• Supply Chain Risk Management
1.MAJOR ISSUE FACE BY INDUSTRY
• HIGH SECURITY• GADGET HANDELING
2. CRITICAL SUCCESS FACTORS
• Update technology• Budget• Huge competition by brands
3. FUTURE CHALLENGES
Weakness
• People in India generally don’t adapt with new technology.
Strength
• High security• Techno friendly• Easy carry (light weight)
Opportunity• Max population in todays generation are
youth and techno. dependent will be attracted towards the product.
Threat
• Technology changes
The main frame of the briefcase would be outsourced from VIPThe digitization of the briefcase would be done at the production
facility which requires :-
• Biometric sensors• Bluetooth receiver• Weight sensors• Digital Displays• LED Display screen• Lithium-Ion Polymer
RESOURCE REQUIREMENTS
Total cost
Solar panel-500*100= 50000
li-ion polymer battery =1000*1000= 1000000
Biometric lock=2000*1000= 2000000
Bluetooth=500*1000= 500000
GPS=1000*1000= 1000000
Weighing machine=200*1000= 200000
Fiber material=2000*1000= 2000000
fixed cost=100000 100000
miscellaneous expenses App- 10000Usb port-10*1000= 10000USB cable-25*1000= 25000Tyers-1200*1000= 1200000Teflon coating-50*1000= 50000Printing and designing-100*1000= 100000
8064000
Total Cost Company margin
Company Margin %
Disty Price
disty Margin
disty Margin
%Dealer Price
Dealer Margin
Dealer Margin
%RRP/MRP
(INR) (INR) % (INR) (INR) % (INR) (INR) % (INR)
8064 5615.09 41.05% 13679.09 569.96 4.00% 14249.05 749.95 5.00% 14999
Basis Business Traveler Vacation Traveler
Business cool Business practical
Baby boomers Senior Young
families Youth cool
Age 30-35 30-50 45-65 65+ 30-45 20-30
Sex M/F M/F M/F M/F M/F M/F
Income High High Med/High Med Med/High Med/High
Technology Familiarity High High Med/High Low High High
Product Category Experience High High Low Low High High
Price sensitivity Low Low/med `Med High Low Low
Segment attractiveness High High Low Low/med High High
Market Share(%) 30 25 15 5 15 10
Business Cool
TARGET MARKET
PERCEPTUAL MAP
Low Price
High Price
Smart
Non-Smart
• Pockets available for gadgets• Light weight
Point Of Parity
• Charging point• Weight calculator
Point Of Difference
The smart S2 briefcase would be available with the online retailers including Flipkart , Amazon and Snapdeal etc.
The S2 briefcase would be made available in the supermarkets in the Metro cities.
In addition , the S2 briefcase would be made available in cities like Bangalore , Ahmadabad , Pune and other cities which have become a prominent place for businesses to set up their offices to target the business travellers
The S2 briefcase would be later on launched in all the cities which show a scope of business opportunity.
The first 100 customers will be offered a extended warranty of 2 years in addition to the warranty of 1 year , which is a lucrative deal to takeaway
The next 200 customers will be offered a special discount on the S2 briefcase
Also , Among the first 300 customers , A lucky draw will be taken out and the winner would win an gift Voucher Rs2000
The price of the S2 briefcase is Rs 14,999 inclusive of all taxes , which includesThe S2 briefcase Battery charger Teflon coating for extra protection and shine Extra pair of LED lights for the weight sensor
Price
Launch Plan
Advertisement
Radio TV Print media Outdoor Digital
Make Best Tag Line
Best Tag Line
2000 RS Voucher
S2B & TV Commercial
3 Runner-up Winner
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