MARKETING APPLICATION &

PRACTICES
PROJECT
MMS-I (SEM –II)
CHANAKYA BATCH
2008-09
SUBMITTED TO:
Ms. SEEMA AGARWAL
 
MARKETING PLAN FOR
CONSUMER DURABLE
GOODS
MARKETING APPLICATION &
PRACTICES

Group Members               Roll No.

IZHAR MUSHRIF                             C-15
ANU PILLAI                             C-28
ANANDITA SINGH                        C-34
SAURABH SURYAWANSHI                        C-35
AMIT JAIN                                    C-44
 CONSUMER
DURABLE GOODS
• Manufactured 
products  that  have  a 
relatively long life.
• Long purchasing 
cycle.
 WHITE GOODS

White goods
Brown Goods
Consumer
electronics
MARKET
GROWTH• One  of  the  fastest 
growing  industries 
in India.
• Industry sales - US$ 
4.5  billion  in  value, 
in 2006-07.
• More than 7 million 
units  in  volume 
terms.
 MARKET SHARE OF SALES OF
DIFFERENT CONSUMER DURABLE
GOODS IN INDIA
Projected Growth Rates
SAI durables
LOCATION-NEW D.N.
NAGAR,ANDHERI (W)
CONSTRUCTOR – VAIDEHI
CONSTRUCTIONS
SOCIETY – SAGAR SAHWAS
COLONY
DIVISIONS
AND
EMPLOYE
E
STRENGT
H
 OWNER/PROPRIETOR  

RECEPTION

BILLING

ENTERTAINMENT TECHNO DOMESTIC MOBILE ACCESSORY

ZONE ZONE ZONE ZONE ZONE

2 3 2 1 2
SUPERV. SUPERV. SUPERV. SUPERV. SUPERV.

SSC PASS GRADUATE HSC PASS HSC PASS HSC PASS

SKILLED, TRAINED,
GOOD COMMUNICATION SKILLS

2
WATCHMEN
 Working hours
10:00 am – 10:00 pm
7 Days
• Prime location.
• Easy installment 
facilities.
• Availability of leading 
brands.
• Continuous technological 
upgradation.
• Additional facilities.
• Working Hours.
• “Value for Money”.
KIDDIZ CORNER
New entrant.
Relatively high cost 
structure.
Competitors‘ better 
facilities.
Lesser bargaining from 
suppliers.
Less or no bargaining to 
customers.
Infrastructural growth.
Potential customers.
Man Power.
Well established competitors.
Economic slowdown.
PEST
ANALYSIS
 POLITICAL
ENVIRONMENT
•   Legislation  such  as  the 
minimum  wage  or  anti 
discrimination laws.
•   Voluntary  codes  and 
practices.
•  Market regulations.
•   Trade  agreements, 
tariffs or restrictions.
•   Tax  levies  and  tax 
breaks.
 Contd......
•
Parking space –problem with M.P. – Ms. Priya Dutt
•
Elections – 2009.

  Government Policies -
•
Tax policies
•
Customs Duty - 
•
VALUE ADDED TAX
•
Municipalities levy tax on real estate
•
Octroi 
ECONOMICAL
ENVIRONMENT
India 

second  fastest  growing 
economy in the world.
•
Liberal, open economy. 
•
7 % Economic future Growth.  
•
Market conditions.
•
Decline in foreign exchange 

    reserves, both IT and real estate. 
•
High disposable income 
SOCIAL ENVIRONMENT

Family,  friends,  colleagues,  neighbours, 
media  &  their  attitudes,  interests  and 
opinions.

Younger population growing fast

•
Shopping: as a recreation
•
Cultural habits changing
     –Acquiring Western look
     –Changing attitudes  
     –Increasing awareness and spending on 
grooming and      lifestyle
 Contd…..
•
Competitive salaries.
•
Middle class dwelling revamped.
•
Modern conveniences natural and normal.
      –Hectic  lifestyles  and  increasing  disposable 
incomes  leading  to  increasing  convenience 
sought. 
•
Convenience factors (working women, time-
saving products).
•
Higher  end  products  increasingly  becoming 
status symbols.
TECHNOLOGICAL
ENVIRONMENT

Internet and other 
information exchange 
systems including telephone.

CCTV Cameras.

Software. 

Quality products with 
superior technology.

Technology up gradation.
Contd………….

• Going for higher end 
products.
• Spread  of  cable  and 
satellite television.
• Low  power 
consumption,  low 
service  requirement, 
low  cost  of 
operation, etc.
Customer
analysis
CUSTOMER
ANALYSIS

• Population .
• Segmentation.
• Value drivers.
• Concentration of customer  
for particular product.
Competitor
analysis
 COMPETITOR
ANALYSIS
• CROMA
     - Tata group
     - Well established 
     - High market share
     - Middle class do not prefer
Contd……….

• ALPHA
          -  Low  price  for 
products.
     - High demand among 
customers.
          -  Customers  do  not 
purchase  high     
investment goods. 
Financial
plans
BUDGET
➲
Initial Investment – Rs. 30Cr 
which includes-
➲
Start  up  expenses  –  Legal, 
Stationary,  Consultants 
(Lawyers, Real Estate Agents 
etc.),  Advertising,  Furniture 
and Fittings.
➲
Advance  Deposit  for  Rented 
Show-Room – Rs.50 Lakh.
➲
Rent  @  Rs.  10  Lakh  per 
Month.
SOURCES OF FUNDS
•
Loan from SBI Bank – Rs. 25 
Cr.
•
Proprietor’s Fund – Rs. 5 Cr.
•
Interest Rate – 9 %
•
Term Period – 72 months
SALES FORECAST
SALES 1ST 2ND 3RD 4TH 5TH
YEAR YEAR YEAR YEAR YEAR
1ST 6 200 290 420 600 800
MONTH
S

2ND 6 240 350 500 720 900

MONTH
S

TOTAL 440 640 920 1320 1700


T.V.

Music System

Tape Recorders

CD Players

DVD Players 

Video Games

Computer(PC)

Laptop

Cameras

Web Cam

Handy Cam

Calculator

Refrigerator 

Washing Machine

Dish-Washer

Oven

Mixer

Iron

Water Heaters

Handsets

SIM Cards

Brand Variety

CD's, DVD's

Pen Drives 

Bluetooth

Memory Cards

Chargers
PRICING
STRATEGIES
• Affordable Price
• Discounts
• Free Gift
• Credit & Debit Card 
Facility
• Financing Options
• Warranty & Guaranty
PLACE
• Ware House • Supplier
• Location • Transportation
• D.N.Nagar.(Andheri) • Free Home Delivery
promotion
PROMOTION
• Hoardings
• Shop Website
 www.saidurables.com
• Newspaper
• Local Cable
• Mouth Publicity
• Quantity Based 
Discounts
• Festival Offers
• Demonstrations
Quality policies
 Claim for ISO
•

 Training sales people.
•

 Suggestion to customers.
•

 Knowledge about the product.
•

 After sale service.
•

 Feedback from customers for   
•

improvement.
PROJECTION
S FUTURE ASPECTS
SHORT - TERM

• Construction of new 
housing societies.
• Stationary Section.
• Customers of Very High 
Income Group – On the 
way to Lokhandwala and 
Seven Bunglows.
.
LONG-TERM
• Establish itself 
against competitors.
• Franchises beyond 
Mumbai.
CONCLUSI
ON
WEBLIOGRAPHY
• www.google.com
• www.sbi.com