The Marketing Strategy to be followed while launching of a New Product has been shown in the Presentation

1. INNOVATION FOR THE FUTURE

2. ‘Just Like the Sun never Sets
on the British Empire the
Sun of the Electronics
Business never sets on
Polaris’

3. ABOUT POLARIS
Various types of House Hold Appliances
Unique position with its advanced
technology
An environment-friendly.
Headquarter in Mumbai and
branches in major Metros.
Always into Innovation

4. “To be a leading producer of House
Hold Appliances on dedication to
nature, corporate and process
hygiene, dynamic leadership and
commitment to our partners and
stakeholders.”

5. “To be India’s Premier Company, offering
superior household appliances to its
consumers. By 2019 we aim to achieve
30% of Market Share of Household
Appliances in India and while doing it we
would be the best in terms of consumer
value, customer service, employee talent,
and consistent and predictable growth.”

6.  Commitment – We believe in putting our best foot forward in
whatever we do.
 Communication – We uphold that to speak is important, to listen is
twice as important.
 Customer Orientation – We take care of both our internal and
external customers – without them, nothing matters.
 Teamwork – We work together and we win together.
 Trust – We seek a mutually beneficial outcome in all relationships. It is
the cornerstone of trust

7. INTRODUCING
POMEGRANATE
DESEEDING &
JUICING MACHINE
‘ALL IN ONE’
One Way Solution to Have Pomegranate

8. STRENGTH
 Adequate availability of
Pomegranate
 Price, a competitive advantage
 Natural product
WEAKNESS
 Large Initial Cost
 Brand Acknowledgement
 Availability of trained manpower
 Dependence on availability of
Pomegranate
THREATS
 High Risk as it is an entry
level Product
 Unstable government
policies
 Exclusivity of ideas
OPPORTUNITY
Participation with a growing
industry
Competitive advantage over
carbonated soft drinks
Success of incredible India campaign
Possible deal with various food
processing companies

11. MARKETING MIX

12. PRODUCT
A Pomegranate Deseeding & Juicing Machine
that works on minimum power and whose
working mechanism is very simple Every
other major electronics company offer
various kind Household appliances but our
company is the first to offer a Pomegranate
Deseeder & Juicing Machine which is quite
affordable and easy to use

13. Why This Product?
►Difficulty in peeling and deseeding of its seeds and then again
collecting them in a grinder.
►So we thought why not have deseeder like grinder
►Again we thought why not have both the options the ones who
want to have seeds and ones who want juice get it done in one click
►So combining our experience in the field of manufacturing food
processing equipment and our best R & D Division we aim to address
the issue and make the life of people sustainable

14. So after thinking a lot
we have named her
‘Marilyn’ because
She looks beautiful
and classy just like
“Marilyn Monroe”

15. This is how she looks
(A Technological Beauty) Fruit Inlet
Control Knob
to set on
Deseeding or
Juicing
Removable Container
where seeds will get
collected. Handle for
easy removal
Juice
Container
Fully made of high quality
food grade steel
Today Polaris reinvents the Household Appliances Industry
Removable
bottom base
where the
peels get
collected

16. Marilyn's Working Mechanism
Feeder Hole
Rotating Disc
Pomegranate
Fruit
Pomegranate
Seeds

17. After Years of Research and
countless failures our
dedicated team has created
this engineering marvel

18. Her Specialities
►A Easy User Interface
Marilyn can be run and Controlled by controlling and
moving only a single knob. Whatever function the consumer
wants to perform whether deseeding or Juicing
►No Compromise on Quality
Her entire structure has been made of food grade steel
keeping in mind the quality and longevity.
The use of food grade steel eliminates any kind of metal
contamination into the fruit and at the same time prevents
her from rusting

19. ►Easy to disassemble and maintain
Any Person whether it is a maid or a housewife can
operate and clean Marilyn all by themselves because
of her easy build and design
Last but not the least
►Energy Efficient
Consumes very less electricity compared to any other
household appliance
Specialities Contd.

22. PRODUCT LIFE CYCLE
Our product lie in Introduction Period of PLC
o
o
o
o
o
Low sales
High costs per customer
Negative profits
Innovator customers
Few competitors
Objective: Tocreate awareness of product
o
o
o
o
Offer a basic product
Price at cost-plus
Awareness – dealers and early adopters
Induce trial via heavy sales promotion

23. PLACE
• Retail & wholesale network of India
• Expanding its reach in the food-service
industry by securing placements in
hospitals, airlines, railways, hotels and
restaurant
• By the end of this financial year we aim to
place this wonderful marvel at least 20% of
Indian Households

24. PROPOSED DISTRIBUTION
CHANNEL
 Retail Sales- To target 1500 retailers by offering high margins
of Rs200-Rs300 & incentives on achieving sales volume
 Bulk Sales- Targeting Major E Commerce Sites in a tie up to
sell our product through its Distribution Channels
 Institutional Sales- Targeting Small Sellers to sell our product
at discount in the range of Rs1500-Rs1750
 Direct Marketing- Employment of aggressive sales force to
increase brand awareness and direct sales

25. Sales Branch
E.g. e Commerce
E.g. Small Sellers

26. PRICE
As a new comer our pricing strategy is to
introduce our products in the market at lower
prices so as to create huge demand in the market
and then compete with other competitors.

27. PRICING STRATEGY
Our product will be lie on
penetration strategy with
high quality & low price
For introducing new
product
Price low to capture
market share
Expect to make profit in
volume

29. PROMOTION
As we are in the Introduction phase, our objective is
to create brand awareness through Informative
Advertising.
Use of Print Media, Radio Advertisement, Hoardings
in Public Spots, Sample Distribution, Organizing
Events, TV Commercial etc.
Tie Up with major Cinema halls to promote our
products during Intervals.
In-film advertising, in its most effective form, is about
a brand being a part of the cinema's content.

32. WEB MARKETING
• Social Networking: In order to reach out to the TAand
ensure that they feel more connected with the brand
it is necessary to start making conversation.
Facebook
Creating a community on facebook
Creating a Fan page on facebook
Twitter

 Creating an active account where regular tweets on
product and event updates will ensure interactivity
Followers will be encouraged to tweet
their suggestions on new flavors.

34. No Major Competitor except some small
scale sellers and after proper research
our marketing team has found out that
their products are of inferior quality and
they do not have access to large scale
customer base like us. We are having
absolute monopoly on the product
segment that we are going to launch

36. WE ARE THE FIRST AND
ONLY ONES TILL NOW TO
HAVE BROUGHT THE
CONCEPT OF A DESEEDER
CUM GRINDER INTO THE
MARKET
A 2 IN 1 PRODUCT

37. TARGET MARKET
• Primary Market
 Working People
 Housewives
 Elderly people
• Secondary Market
– Travel Industry
– Hospitals
– Airlines, Railways and Local Transport Systems
– Recreational
– Movie Theatres, Malls, Amusement Parks.
– School, Colleges – Hotels, Restaurants, Bars
etc.
– Fruit Juice Sellers or Fast Food Outlets

38. SEGMENTATION
• Market segmentation is the process in marketing of dividing a
market into distinct subsets (segments) that behave in the same way
or have similar needs
• Variables Used for Segmentation
1) Geographic variables
2) Demographic variables
3) Psychographic variables
4) Behavioural variables

39. 1) Geographic variables
• By leveraging the benefits of liberalization
and integration of the markets of the world,
Polaris will seek to serve both domestic and
international customers.
• Metropolitan Cities, major cities/towns of
the states.
• Density of Area: Urban, Semi-urban, Rural.
• Climate: Does not Matter

40. 2) Demographic variables
• Age – all age group
• Gender – Both Male and Female
• Family size - doesn’t matter
• Education - doesn’t matter
• Income – middle & hi end consumer
• Occupation – working and retired people
• Nationality/race – doesn’t matter
• Language - doesn’t matter

41. 3) Psychographic variables
PERSONALITY NO
LIFESTYLE YES
VALUE YES
ATTITUDE YES

42. 4) Behavioural variables
 Benefit sought
 Product usage rate
 Brand loyalty
 Profitability
 Income status

43. Factors driving demand for our product
1) Changing age profile- A relatively larger share of
young population who are health conscious
2) Increase in income- The middle and upper middle
income groups growing at a faster rate than in
developed countries resulting in higher spending on
food
3) Life style factors- Increasing health consciousness and
need for convenience of consuming fruits
4) Availability of Organized Retail outlets- These provide
the much needed forward linkages
5) Availability of Online Shopping Infrastructure- The
craze of online shopping is very strong in India through
which we aim to sell maximum of our Products.

44. ACTION PLAN

45. PHASE 1
(In the First 4 Months)
 Production at our plant in Bangalore to begin by Dec’20 2017
 Product Launch in Jan’08, starting from Mumbai and followed
by New Delhi, Bangalore & Kolkata
 4 Sales Branches to be operational from Jan’08 2018
 To Create Distribution Channels of 400 Retailers & tie up with
major E Commerce Sites
 Monthly Sales Review at HO, Mumbai & Branch Offices

46. PHASE 2
(In The Next 8 Months)
 To Increase Operations in other 7 Major Cities
 1100 new retailers to be appointed and 4 Institutional Sales
Channel to be made operational
 Efficient after sales service to be deployed on the basis of
reviews from Phase 1
 R &D on new product range to begin
 Monthly Sales Review
 Future Demand Estimation to be done on the basis of
survey, past sales analysis & expert opinions

47. Profit & Loss Statement
Crores Crores

48. Future Scope
 Phase 3: Launch of Solar Energy Depeeler and Juicer
 Market Survey for Consumer Response
 Expand Sales to other Cities including opening of
Showrooms in international cities
 Product Variants:
Depeeler and Juicer with higher capacity
 Creating a Sustainable Innovated Product on the lines
of ‘Marilyn’ to tap rural market

49. THANK YOU