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Assignment Taken

MARKETING PLAN

Case Understanding

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BCS Solution Summary

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Solution

TAGLINE

“Inhale the excellence”

STP MODEL-

• SEGMENTATION:-

Geographical Segmentation-

Cities- Delhi 2) Mumbai 4) Bangalore 5) Noida 6) Ghaziabad 7) Kolkata

Demographic segmentation-

Place- Government 2) College 3) oil and gas plants 4) power plants 5) commercial office 6) residential area 7). Malls 8). Gyms

Income –High-income or affluent families.

Occupation- Entrepreneur, High-income service class people, Industrialist.

Behavioral Segmentation-

Sought benefits- The deteriorating air quality specifically in Tier1 city has raised the demand for these air purifier which is more efficient than the existing air purifier in the market.

Psychographic segmentation-

Lifestyle- People with an affluent lifestyle are more prone to purchase these products that are more concerned about their health.

Firmographic Segmentation-

Revenue Generation- Businesses with a high revenue generation capability can implement this technology for their employees. These businesses or industries could be more capital intensive or manufacturing industries where health concerns are one of the reasons for reluctance to work, such as the steel manufacturing industry or power plants.

Seasonal Segmentation-

Occasions such as Diwali when breathing becomes difficult for people who are more prone to breathing problems- asthma, allergy, and pets.

• TARGET MARKET:

 1) Construction 2) Government authorities 3) Industrial plants 4) Residential apartments 5) Health care institute 6) Affluent family members that have asthma issues and pets.

• POSITIONING & MARKETING STRATEGIES

Positioning Statement-

Inhale the Quality Air to Live Exemplary and Extended Journey Of Life.

 

Unique Selling Proposition-

• Predicting the Air Quality Index (AQI) for the next few days based on current conditions.
• Constraint the spread of the virus via air.

 

• PRODUCT BENEFITS

1. A small remote device can be used to control this purifier.
2. It comes in a variety of designs and colors, as well as different shapes.
3. It is made of modern electric wire, which conserves energy.
4. If any issue arises it displays the issue in its inbuilt indicator.
5. ISO tested and certified.
6. It comes highly recommended by doctors.

 

• CONSUMER BENEFITS.

1. User-friendly and convenient to interpret the suggestions
2. Lightweight and portable. Free transportation fees.
3. Experiencing an elegant and secure ambiance.
4. Allergic may benefit from advanced service.
5. Eliminates moisture content in their home or office.
6. Protection against dust, pet allergies, and smoke, among other things.

 

INTEGRATED MARKETING COMMUNICATION STRATEGY

1. The PMCASPL air purifier could be advertised creatively in newspapers and magazines such as the Economic Times, The Hindu, and The Times of India, which provide great exposure to people who are closely associated with industries, businesses, and government organizations.
2. Due to a lack of awareness about decreasing life span of the people due to the deteriorating Air Quality Index. Dynamic banners and hoarding can be effective in creating FOMO among people to encourage them to impulse purchases of the air purifier.
3. A Guerilla marketing strategy could be executed at a prime location in each targeted city, where the company would set up a cabin with an air purifier installation, enabling the passer-by to experience the difference in the AQI of the cabin versus its surroundings. This strategy will eventually lead to getting viral on social networking sites and Youtube.

 

SWOT ANALYSIS

STRENGTH- PMCASPL is known as the most advanced air purifier for its superior value offering to its customer which no other air-purifier company can provide in the current market. Units don’t occupy a lot of space and could be installed easily.        

 

WEAKNESS- AQMS manufacturing cost is very high i.e. Rs. 1,20,00,000/- Thus, it becomes quite difficult for the company to sell out at the price with a considerable profit margin. The target market has been restricted to industrialists and businesses with high revenue generation.

 

OPPORTUNITY- The latest report that says that 63 Indian cities are among the world’s top 100 polluted cities will generate high demand for this product in the country and will lead to market development for this product. Government initiative and efforts toward enhancing the air quality of the concerned cities.

 

THREAT- The threat of the new entrant could be a threat to the firm to compete with the current pricing of the air purifier. The bargaining capacity of the buyers could be the other issue that could cause a reduction in the company’s profit margin. Rivalry industries or the existence of competitor who has more exposure and good distribution channel in the market.

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MISSION, VISION, OBJECTIVE, STRATEGY FOR THE COMPANY

• Company Mission statement: To improve people's quality of life by providing environmentally friendly appliances to Indians of exclusive quality.
• Vision: To be the pioneer and the most admired and respected air purifier brand in the country.
• Objective: Sales growth must be achieved and maintained. In addition, human resources must be continuously developed.
• Management strategy: Focusing on growth and risk reduction through product diver and as well as increasing our product's market share by responding to changing customer needs.

 

 

 

 

Conclusion

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