2. GROUP 4
DONA ANTONY AM.BU.P2MBA21026
GAYATHRI GOPINATH AM.BU.P2MBA21027
GOVIND S AM.BU.P2MBA21028
GREESHMA V AM.BU.P2MBA21029
HARISHANTH K A AM.BU.P2MBA21030
HIMA M HARI AM.BU.P2MBA21031
INDU S PILLAI AM.BU.P2MBA21032
KAUSAL SANTHOSH AM.BU.P2MBA21033
3. CONTENT
01 Motivation andGAP in Market
02 Idea and Product
03 PESTAnalysis
04Competitors in Indian Market
05STP
06TAM,SAM, SOM
07 SWOT
08 Product-Place-Price-Promotion
09 PORTER – 5 ForcesAnalysis
10 Learning from MM1
11 Learning from Project
12 FinancialStatement
13 Reference
4. ABOUT THE PRODUCT
BRAND : COOLIT
COUNTRY OF ORIGIN : INDIA
POWER SOURCE : BATTERY POWERED,
WIRED
SPECIAL FEATURES : PORTABLE
MOUNTING TYPE : TABLE-TOP, VACUUM
LIGHT : 25 LED
COLOUR AVAILABLE : MULTICOLOUR
MATERIAL : STRONG PLASTIC
CONTROLLER TYPE : BUTTON
NUMBER OF SPEEDS : 2
NUMBER OF BLADES : 3
INCLUDING COMPONENTS : 1 FAN, 2
BATTERIES, 1 CONNECTING CABLE, 360
DEGREE ROTATABLE LIGHT
BATTERY BACKUP : 5000 mAh
RECOMMENDED USES FOR PRODUCT :
HOME, OFFICE, TRAVEL, INDOOR,
OUTDOOR, LIGHTING
CHARGING TIME : 1-2HOURS
WORKING TIME : 8-10HOURS
ITEM DIMENSIONS : 25*12*23cm
(L*W*H)
ITEM WEIGHT : 500g
5. MOTIVATION AND GAP IN
MARKET
NEED : unavailability of a portable, low-cost inverter fan with light having a
large battery backup.
MOTIVE : To provide customers with long-lasting comfort at an affordable
rate using a power backup of up to 10 hours.
GAP IDENTIFIED : No other company offers a 10 hour power backup for a
fan and light combo product at a price below 4500.
6. IDEA AND PRODUCT
Combination of two: Fan & Light
Rechargeable wired table fan
Portable 360 degree rotatable light
Can be used as power bank
Easy to carry
Strong plastic
LED light
Anytime and anywhere
7. COMPETITORS IN INDIAN
MARKET
ZOSOE
Rechargeable table fan with
led light at center.
Strength:
Battery powered as well as
solar (3000mAh)
8-inch leaf
8 hours use max
Material: plastic (light
plastic material)
Weakness:
Vibrations at high speed,
no 360-degree light,
online purchase only, less
advertising
HOME HOP
RECHARGABLE
FAN
Strength:
Quiet
High airflow
Weakness:
Low built quality.
GEEK AIRE 10
Strength:
large battery capacity
Ipx4 protection
Weakness:
Expensive
BALIRAJA FAN WITH
LIGHT
Strength:
120 degrees
adjustable
4000 mAh battery
Tilt function
Weakness:
No multipurpose
usage
Design is average
8. PEST ANALYSIS
POLITICAL:
• Promoting make in India
• Government promotes new
small scale businesses
SOCIAL:
• Power saving
• Changing work style
ECONOMICAL:
• Easily accessible
• Considered the purchasing
power of people
TECHNOLOGICAL:
• Innovative
• Maximum utilization of
digital platforms
9. STP
SEGMENTATION:
• Geographic segmentation
-Kerala
• Demographic segmentation
-Income
• Psychographic segmentation
-Lifestyle
TARGETING:
• Middle-class to Upper-
class people
POSITIONING:
• Portable fan-light combo
with high battery backup
at affordable cost.
• Can take to any where at
any time
11. SWOT
STRENGTH
• High battery backup
• Inverter Fan
• Inverter 360 degree
rotatable light
• Can be used as a power
bank
• Superior built quality
WEAKNESS
• Easily replicated model
OPPORTUNITY
• Power failure
• Camping
• Travelling
• Work from home
THREAT
• Potential of new entrance
• Increase in price of raw
materials
12. PRODUCT
COOLIT - Rechargeable wired
table fan with 360 degree
rotatable light
PRICE
3999.99 per unit(INR)
PRICING
PLACE
Kerala
PROMOTION
• Social media marketing
• Ads
• Word of mouth
• Pamphlets
13. PORTER – 5 FORCES ANALYSIS
Competition in
the market
MODERATE
Potential of
new entrants
into the
market
HIGH
Power of
suppliers
MODERATE
Power of
customers
LOW
Threat of
substitute
products
MODERATE
PORTER
5 FORCE
ANALYSIS
14. LEARNING FROM MM1
Business environment
Buyer behavior
Concept of product
Understanding market (Micro & Macro)
Financial strategies
Promotion strategies
Marketing mix
Capturing values from customers
Analysis of marketing strategies – STP
Porter’s 5 force model
15. LEARNING FROM PROJECT
How to start a company and launch a product
Implementing classroom concepts into real market scenarios
Initiating, planning and executing the project plan
Understanding and analyzing the market demand, constraints and competition
Creating and capturing values from customers
Customer relationship management
Team work and virtual communication
Time management
Improved entrepreneurial skills
