Marketing Plan: GasReader

Pragati Enterprise
AGENDA

 Company Profile
 Product Overview
 Value Chain
 Market Overview
 3 C Analysis
 Planning Assumptions
 Objectives
 Product/ Brand Strategy
 Supporting Marketing Programs
 Financials
 Contingency Plans
Company Profile
 Pragati Enterprises, An ISO-9001-2000 Company


 Headquartered at Hubli, Karnataka



 Pragati enterprises is into manufacturing of quality cast

iron couplings, end covers, housings and precision
machined parts like LPG SAVER


 Establishes a TQM system efficiently. Supplier of the

best quality products at the most competitive price
Product Overview
 GasReader product IP is based on the principle of
precision weight sensing with alarm


 Product usage would inform consumptions pattern with

its inbuilt memory capacity


 The product up to a large extent would assist LPG users

to forecast/ meet demand of LPG on time


 Intelligent household mate which would manage supply

of LPG at homes



Value Chain
Stake holder value creation

Sell Side
Buy Side

Increased Operational Effectiveness

Market Overview ( Household )
Market Overview
 Product Specification
Model GasReader 997
Capacity 50 kg
Scale Dimensions Radius 8.5 inch, thickness 5 inch
Platform Large, Easy , Clean ABS
Stand quality Platform
High durable plastic coated
Weight sensor stainless iron strain gauge
High precision
Power Long life CR2032 lithium
Memory Storage 20 days
Warranty 3 years
Display Extra Large 38mm / 3 inch LCD readout
with 10 second display-lock
Indicator Alarm beeper with weight set
Weight option
9 pounds
Customer Need Analysis : Objectives

 To assess customer awareness regarding LPG

accessories
 Gain insights into frequency of fuel stock-outs
 Lead time for supplies
 Customer regards for fuel consumption
 Role of fuel regulation in the business
operation
 Customer perception of price against benefits

Customer Need Analysis : Findings
Customer Need Analysis : Findings
SWOT Analysis
Strengths Weakness

Opportunities Threats
Political Economic Social Technological

Environmental regulation Income Distribution- With Government Research- Government Research

and protection- Product has Economic Growth- Change Increased Income distribution, will have its implications on Technology uses.
to be Eco Friendly in Economic growth would Affordability would be higher
affect the purchasing power

Consumer protection-Uses
and design has to be kept in
mind considering safety of
the customer
Government Spending- A
conducive environment has
to exist where government
plays a active role in
establishing a given industry
Demographic, population
growth rate- With enhanced
demographic and increase in
population growth rate would
lead to target more number of
potential customer
Industry focus on technological effort- With
growth in industrial sector and plan for
expansion would lead to a better technology
and uses of the product

Competition regulation- Taxation- A tax would be Lifestyle changes-Change in New Inventions and Development- A new
Government will have its major factor deciding cost of life style calls more of invention and development would make
say for regulating the the Product, from innovative product at the existing technology obsolete
Industry manufacturing to selling customer end

Political stability- With the Inflation rates- Change in Education- For better Rate of technology transfer- Rate for
change in Government , Inflation rate would again awareness and technological technology transfer has to be at par with the
regulatory policy would lead to higher Price know how of the product market demand and changing technology
change

Safety Regulation- Product Stage of the Business cycle- Feelings on safety- Safety being Speed of technological obsolescence- Rapid
has to be ISO CERTIFIED, The growth and decline of a primary issues at these inventions and technology up gradation would
meeting all safety norms the business would directly segments would push more existing technology obsolescence
and requirements effect the Industry number of Customer
Competitor Analysis
Threat of New Entrants: High

Industry rivalry: Low Bargaining Power of Buyers: High

Threat of Substitutes: Low Bargaining Power of Suppliers: Low

Competitor Analysis
Alarm Memory
Weight (Notification (Last 20 Usage/ Stand
Display
yes for
yes re-order) day
yes) Cylinder Support) RANK
(yes
Pragati enterprise (Digital)
GasReader
Arti Engineers No No yes yes 2

Sun Gas Pvt ltd No No yes 3

No
TMI company Ltd NA No No yes 3

Metro Gas Sales NA yes yes yes 1

Konark Cylinder NA No No No 5
and Containers
Private
AdvantekLtd
Fuel NA No No yes 6
systems Private
Ltd
Fourell Appliances NA No yes No 6
Pvt Ltd
Promotion Strategy
 Customer meetings to increase awareness on

managing demand-supply
 Training at customer end on product usage

and how they can use this to manage

demand-supply and understand
consumption pattern
 Sponsoring Cooking shows in major TV serials


COST - SHEET of PRAGATI ENTERPRISE
     
  per unit ( Amt . in Rs .) for 260000 unit ( Amt . in Rs .)
Direct Cost :    
Raw material consumed    

Plastic box 10 2600000

holder 20 520000
Display screen 20 520000
Trolley stand 200 52000000
Electronic sensors 300 78000000
Direct wages ( 30 * 20 * 120 / 1000hrs ) 72 18720000
Prime cost 622 161720000
Factory Overhead - Cost    
Line - Manager Salary ( 2 * 2500 ) 5 1300000
Total Works Cost 627 163020000
Office And Administration Over - Head    
Salary ( 20000 * 7 ) 0 . 54 140000
Cost Of Production 627 . 54 163160000

Sales And Disrtibution Overhead    

Advertising 0 . 32 83333
Publicity 0 . 01 41667
Cost of negotiation 0 . 01 50000
sales Force ( 10000 * 14 ) 0 . 53 140000
Total ( cost of sales ) 628 . 41 152360000
     
Add : Margin 40 % 251 . 35  
     
total 879 . 76  
Break Even Analysis
Fixed Cost ( Amt . in Rs .)
Wages 18720000
Line - Manager Salary ( 2 * 2500 ) 1300000
Salary ( 20000 * 7 ) 140000
Distribution Sales Force 140000
Advertising 83333
Total 20383333

Break Even Analysis

   
Fixed Cost 20383333
Profit Margin 65351000
   
Contribution / unit 329 . 7474346
   
Break Even in units 61814 . 98584
Break Even Sales 54382351 . 94

PROFIT 66560000
AMORTISATION OF 8000
Less PATENT(800000/10)
ADJUSTED PROFIT 66552000
Segmentation
 Variables
 Demographic: Industry, Company Size
 Purchase Approach: Buying Decision, Status
 Personal Characteristics: Customer Perception, Loyalty
 Methodology
 Macro Segmentation
 Corporate Canteens
 Food Joints
 Gas Company Outlets
 Hotels
 Restaurants
 Identified Clusters
 Cluster 1: Corporate Canteens/ Food Joints/ Hotels
 Cluster 2: Others

Target Market
 Corporate Canteens
 Food Joints
 Hotels