The step -by-step plan for launching a new product like Un-printer in the targeted market with Financial calculations and support.

1. Un-Printer Technology
(A MACHINE THAT WIPES DOCUMENTS CLEAN)
Presented By Group 2:
Paras Vohra(2016H149209)
Pragya Sharma(2016H149215)
Swati Manuja (2016H149230)
Gaurav Kumar(2016H149270)

2. Product Description[with differentiating
feature]
 Serving the Society by Un-Printer Technology
 To save the trees and utilize the tonnes of printed papers and books lying
across our homes and offices can be re-utilized through our product
“ Reverse-Printer”

3. Situation Analysis [5C analysis]
Company
Serving the Society by providing cost
effective-eco friendly Printing
technology
Competitors
Fresh paper manufacturing companies
Product line
Large amount of Funds
No first mover advantage
Customers
Served: Corporates- banking sector
Not served: Individuals(i.e., students)
Collaborators
Suppliers for required RM
Contracts with Goods Transport
Company
Context
Inclined towards latest technology
Cost saving concerns of target market
CSR Policies for the companies

4. Marketing Opportunity Analysis[5Questions]
 Benefits: To Un-print the printed papers to be used again, thus lowering
environmental damage and cost of consuming fresh paper
 Target Market and Channels used: Corporates; email Marketing, Direct Meeting,
Marketing through Magazines and new papers and blogs, Social Media Presence
 Marketing and Financial: Critical capabilities to market and generate investment
through collaborations with printer manufactures
 Better than Competitors: First mover advantage, Pathos Component( save trees)
 Expected rate of return: Positive response from primary survey research

5. Demand Estimation
Chain Ratio Method
Total market demand = Q = n x q x p
Q = total no of private bank branches in India x targeted percentage of the total buyers (how many
are willing to buy) x price of the product x total quantity purchased per buyer
Where n = 19084
Targeted market = 10% (Assumed)
Therefore, Q = 19084 x 0.1 x 2 =3816 units
Total Investment = 20,000,000.00 INR
Fixed cost = 28,916,200.00 INR
Unit Variable Cost = 6,000.00 INR
Unit Cost of the Product = 6000 + 2.8 x 107 /3816
= 13578.00 INR
ROI Price = unit cost + 0.25x total investment/ 3816 =14888.000 INR
Break Even Volume =
= 2.8 x 107 /(14888 - 6000) = 3253.00 units
Break Even Sales = Break-even volume x price of the product = 3253 x 14888 = 48430664.00 INR
So,
Total Market Demand = 3816 x 14888 = 56812608.00 INR

6. Marketing Objectives
 To achieve a target market share of 10% within one year
 Build awareness about the Product
 Customer Relationship (Service)

7. Marketing Strategy[STP]
 Segmentation
 Targeting
Manufacturing
and Service
Sector
Corporates
Banking
Manufacturing
IT industry
Educational
Institutes
Manufacturing
and Service
Sector
Corporates
Banking
Sector
Private
banks

8. Market Planning[4P's]
 Product :
o Reverse printer technology integrated in a conventional printing
machine that wipes the documents clean combined with one year
manufacturer warranty.
o Highly durable product
 Price: 14888.00 INR.
 Place : Direct delivery with no retailers chain involved
 Promotion : Advertising through direct marketing e.g.,
o Internet marketing,
o Face-to-face selling,
o Direct mailing
o Magazines and Newspapers

9. Financial Statement

10. Marketing Budget
 Promotional Budget = 1.4% of total sales 768,126.08 INR
 Sales Force Budget = 3% total sales i.e., 1,449,948.00 INR
 Amount allocated for direct marketing = 5% unit sales

11. Contingency plan
 Optimistic Plan:
o Expansion of target market to manufacturing and IT industry
o Working with educational institute
 Pessimistic Plan:
o Collaboration with printer manufacturing plants
o Change in offerings to the target segments
o Association with established brands

12. Thank You