Dr Philip Kotler, while trying to define Marketing, mentions about how marketing identifies

an unfulfilled need and desire. In his definition of Marketing, he continues to explain how
marketing relates to the process in which this unfulfilled needs/desires is not only identified,
but its intended market and the corresponding profit potential are defined, measured and
quantified. This aptly relates to the product in hand as its marketing relates to satisfying a
latent need. The importance of such a marketing plan needs to be taken in the Indian context.
A product such as a Baby Monitor that is very commonly used in the West may not find many
takers in the India due to traditions that tips the scale against our favor. Thus any marketing
plan first needs to find avenues to identify the right customer and communicate the right
message regarding our brand inasmuch as helping them recall Little Johnny whenever Baby
Monitor comes to their mind.
This Marketing plan report puts forward all the necessary actions that need to be carried out
based on the limited data available online regarding India consumer trends. It has given equal
if not more emphasis on Market surveys and direct communications with the end customer
and channels in the form of interviews and questionnaire responses collected over the period
of time this study was undertaken.
In the last two three years the video surveillance market in india has witnessed tremendous
growth of about 25 perce

nt or
even higher. There has been 118% growth in demand for CCTV surveillance for use in
a wide variety of location such as IT parks, banks, malls; public places like parks;
and private places such as gated communities and residential corridors, over the last

two years. 87% of the CCTV camera needs are for commercial purpose, whereas
13% are for residential.
o 42% of the online searches are from educational institutions like schools and
colleges.
o 30% of the CCTV camera needs are from parents search to monitor their childs
activity while they are at work or travelling.
o 60% increase in the CCTV camera needs by NRIs, who want to talk to and
monitor their elderly parents in India.
o

63% increase in CCTV camera needs for gated communities.

o 4% of needs are by homeowners who want to keep an eye on pets and kids at
home while they are busy working in the office.
IP cameras are experiencing positive growth as a result of increasing need for advanced security.
Also, due to the coming up of various metro rail, mono rail and airport projects, the demand for IP
cameras are expected to reach a new level over the coming years. Apart from this, another key trend
which is noticed in the Indian market is the growth of ONVIF cameras. ONVIF camera witnessed a
substantial increase of around 49%, which means that Indian customers are now adopting standard
cameras. Government initiatives like establishment of advance surveillance systems along with major
fund allotments to secure all key government infrastructures like transportation facilities, financial
corporations, educational institutions, industrial and commercial establishments has fuelled the growth
of video surveillance camera market in India. The India Video Surveillance Camera Market is
conventionally ruled by analog based surveillance systems. However, video surveillance technology has shown
an impressive evolution from the analog to digital. The dire need for smart and intelligent security systems due to
increased criminal activities has also triggered the demand for video surveillance camera systems in India.
Further, the image quality is of paramount importance in carrying out judicial procedures and law enforcement.
The India Video Surveillance Camera Market holds low entry barriers for foreign manufacturers and suppliers as
compared to other potential high growth markets. Private cloud based services like shared use & storage of data
and remote access to databases along with customized surveillance services are being ventured for future
needs. However, restraints like lack of government infrastructure and absence of regulatory framework act as
major hindrances for the growth of Indian Video Surveillance Camera Market.