BUSINESS ENVIRONMENT NEW PRODUCT LAUNCH STRATEGY

1. Mukesh Jaiswal (59), 2. Prashant Varma (50), 3. Sandeep Kesarwani (22) , 4. Satish Dandwate (08) 5. Irwin Marwah (25), 6. Rohit Jaiswal (16) 7.SheshNarayan Tiwari (45) 1

SUBJECT INDEX
1. Product introduction 2. Economic environment 3. Political and legal environment 4. Socio-cultural impact 5. Competitive environment 6. Ecological issues and social responsibility 7. Pricing strategies 8. Promotion and distribution strategies 9. References
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PRODUCT INTRODUCTION

SMPS 2GEN
DOOR VIEWER
Highest-quality Superior Home Guardian Image Sensor Optical lens Peephole LCD Screen Power Source Barrel Door Thickness Accessories Size Weight Price 2 Mega Pixel CMOS View Angle 54 degrees View Angle: 190 degrees 2.5inch TFT 2 AA Batteries (good for approx.1700 peeps) 14mm barrel will fit doors that are 35~55 mm (1.38~2.17)wide Base flange, Tightening tool, Peephole, User manual, warranty card 146mm x 90mm x 30mm 0.4g or 180g INR 2000

Product Survey
Weve conducted survey in the market to find out the acceptability of our product.
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Will go for it Mumbai Not required Delhi Kolkatta Will come back later

58% of people liked the product and are ready to buy it. 29% of people dont required it. 13% said they will let us know about it later.

Economic environment
The Indian economy has moved decisively to a higher growth phase in comparison to the previous years.
Economic Environment is made up to two words

Economic + Environment Economic activity

In ordinary sense, a person to satisfy his wants is called economic activity. Economic is all about in economy, about its limited or scarce resources and limited human wants.

Environment refers to the conditions effects and forces which influence individual and group behavior of human life with natural, social, political and cultural surroundings.

Economic environment
The Per capita income in India has doubled between 2004-05 and 2010-11 to touch Rs 54,835 per annum. The PCI figure gives a fair idea of the standard of living of the people. India's per capita income in 2009-10 was Rs 46,492. The size of Indian economy at current prices is projected to rise to Rs 72,56,571 crore at the end of the 2011, up 18.3 per cent from Rs 61,33,230 crore in FY 2010. The per capita income of the States where were launching our products are as below: 1. Delhi It scores high on per capita income and GDP growth rate. Its annual per capita income stands at Rs 135,814.
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2. Maharashtra Its the second most urbanised in the country. It's per capita income is Rs 83,471. 3. West Bengal Its the sixth largest contributor to Indias. In 2009-10, the per capita income of West Bengal was Rs 41,219.

The GDP ( purchasing power parity) of India is $3586 in 2010 as per World Bank survey. Its 124th in the list.
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Political Environment
Political Environment :
The present political scene in India is quite exceptional due to the relatively strong position of the ruling Congress-led UPA coalition; the governing coalition continues to maintain its majority in parliament. The Government is likely to refrain from pursuing unpopular reforms throughout much of 2011 due to upcoming state assembly elections. The security environment is dominated by the threats posed by the Islamic militants and Naxalite insurgent activities. Tensions with Pakistan have threatened regional stability since 1947. Several years of peace talks on the disputed Jammu - Kashmir territories have resulted in little progress. The Mumbai attacks led to deterioration in Indo-Pakistani relations due to Indian government allegations of Pakistani government agencies involvement in the attacks.

Legal Environment
Starting a business in India takes on an average of 35 days compared to the world average of 48 days. Though India has a quasi-federal structure, the judiciary is unified. Broadly, there is a three tier structure. First, each administrative district (there are over 600 districts) is headed by a District Court. Then each State has a High Court. Since some States share the same High Court, there are 21 High Courts in India. At the apex is the Supreme Court of India situated at New Delhi. OTHER LEGAL REQUIREMENTS AND FORMALITIES, WHICH ARE APPLICABLE : 1. Obtaining license from the Ministry of Industries. 2. Registration. 3. Registration with the Labour Commissioner of the State 4. Environmental clearance certificate from the state Pollution Control Board. 5. Registration with the excise department. 6. Registration with Sales or Trade Tax Authority. 7. Registration with the Shop and Establishment Authority. 8. Registration with the local authority. 9. Patenting its intellectual properties like designs, copy rights, etc. 10.Insuraning of plants and machinery, buildings, top executives etc.
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Socio-cultural impact
Socio-cultural impact on the business : Business is an activity undertaken by people whose values and attitudes are shaped by the culture and society of which they are a part. To some extent the roles we perform in business are quite discrete from other aspects of our lives and require that we adopt different behaviours and personas. However there is not, of course, a complete separation between work and life. We carry values and attitudes shaped by the wider culture and society into our roles as managers, employees and consumers. We always think that business is operating according to a distinctive instrumental rationality of profit-and-loss but the bottom line is that it is also influenced by the social-cultural setting in which it is embedded. In broad terms, the social-cultural environment includes everything that is not included in the economy or the political system. Socio-cultural impact of the product on the market: Like the society has some impact on the product same way the product also can have some impact on the market or the society in which it is sold.
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Competitive Environment Threats & Opportunities

Threats :
The main threat for our product is from the traditional door viewer which rule the market. We have identified the current competitors, however there can be those that could represent a threat tomorrow. Our competitor analysis process will be like : (copyright: Christian and Hulbert, 1998.)

Opportunities : Well review the further opportunities available for our product after reviewing its initial launch success in the three metropolitan cities. Basis the outcome that we have well try to find further opportunities in other regions of India.
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Ecological Issues and Social Responsibility

Ecological Issues :
Term "ecological problems" is today mostly used to describe different environmental problems. After all, ecology is top environmental science, and many people identify ecology as some sort of science that is primarily oriented on protection of our environment. Problems of environment are also problems of ecology because environment is really a center of all ecological research. Climate change, all sorts of pollution, deforestation, endangered animals, these are all ecological problems since ecology uses scientific approach to find potential solutions to these problems.
Our product is designed in such a way that it doesnt affect the environment. The raw material (plastic) used to produce the final product is a recycled one so its helping environment.

Social Responsibility :
Though profit making is the main objective of doing business it has to be backed by some social responsibility. In recent business environment organizations are expected to fulfill some sort of Corporate Social Responsibility. These can be helping some privileged sector, or stand towards the society when they are in need i.e. floods, drought, or any of the natural calamities. A significant number of studies have shown that there is no negative influence on shareholder results from CSR but rather, a slightly positive correlation with improved shareholder returns.
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Pricing strategies
The targeted customer for our product is middle class income group. Pricing is one of the most important elements of the marketing which generates a turnover for the organization. It costs to produce and design a product, it costs to distribute a product and costs to promote it.

Cost Sheet Cost of Production Promotion cost Packaging & Distribution cost Cost of final product Selling cost 300 500 100 900 1,500

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Promotion strategy
Its the function of informing, persuading, and influencing a consumer decision. Some promotional strategies are aimed at developing primary demand, the desire for a general product category.

Our promotional strategy will be to differentiate our product from those of our competitors selling traditional door viewers. To accomplish this, well attempt to occupy a "position" in the market that appeals to our targeted customers.
Well use a combination of personal selling and non-personal selling. Personal selling is a promotional presentation made on a person-to-person basis with a potential buyer. Nonpersonal selling consists of advertising, sales promotion, and public relations.

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Distribution strategy
Our distribution strategy is created after getting the answers for these questions: 1) How do our customers want to shop and buy? E-commerce Retail store 2) Which distribution channel best supports our brand? E-commerce Retail store Well use Intensive distribution strategy and our aim is to provide saturation coverage of the market by using all available outlets. For many products, total sales are directly linked to the number of outlets used (e.g. cigarettes, beer). As there are other traditional door viewers are available - Intensive distribution is required as customers have a range of acceptable brands to chose from. In other words, if one brand is not available, a customer will simply choose another.
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References
1. SETTING UP A SMALL BUSINESS - http://www.nos.org/srsec319new/319EL26.pdf 2. Impact of socio-cultural on business http://www.oup.com/uk/orc/bin/9780199203055/wetherly_ch05.pdf - page 127 3. Competitive Environment Threats - http://media.wiley.com/assets/1009/27/Chp3.pdf 4. Pricing strategy - http://www.seobook.com/pricing

5. Promotion strategy http://faculty.piercecollege.edu/rskidmore/Ghost/library/Chapters/CHPT13-04.pdf - chapter 13 pg 13-7

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