MARKETING PLAN: KALPANA CREATIONEXECUTIVE SUMMARYKalpana creation is a hypothetical start-up. It is set by 4 entrepreneurswho found opportunities in the wastage happening in the newspaper inindustry, houses in the khamgaon region in Maharashtra, a state inindia.The main reason behind this wastage is lack of processing storage,and transportation facilities. The company decided to focus onprocessing each single newspaper which is going to be waste like paperfrom paper mills, magzines etc.We use mill made recycled paper which helps to reduce our carbonfootprint and helps the environment. It is ecofriendly.It constantlystrives to add innovative designs and styles to its product range,thecompany is reputed for its artistic range of products .It has stabilized itsplan to enter the domestic market,and subsequently the internationalmarket,with its own brand once it has stabilized its procurementbase,production process and quality of the product, and generatedenough financial resources, its plans to do this through both internalaccrual and venture-capital funding.kalpana aspires to be a leadingpaper jewelry company in India within next 10 years.2 SITUATION ANALYSISKalpana owner-directors analyzed the situation using the 4Cframework.4C stands for customer, competitor, company and context.
2.1 CustomersKalpana creations entering its first year of operation, starting thebusiness from small scale, which will be opening 100 stores all overIndia in the next 2 years. The start of the company from 5 stores inoperation. Obsessive customer attention is the mantra.kalpanasphilosophy is complete customer satisfaction. This will occur atwhatever cost. Their core value is forwarded by efficiency andcontinuous improvements. Their products create magic everywhere byenhancing the beauty of womanhood. Customers were in the 15-35 agegroups."Mostly young girls evince interest in buying the jewellery"2.2 CompetitorsKalpana creations having very less competitors like Kalyani internationalAnd Mahalaxmi creations.Kalpana, after a detailed analysis, has foundthat its major competitive advantage is that assured access to good-quality raw material, various other variety of papers and otherrequirements at very reasonable cost, its various designs which is onlyavailable to kalpana, and its ability to scale up operations within thefirst 2 years by acquiring processing units in strategic locations throughventure funding.2.3 CompanyStarted as a partnership company, kalpana creation has a totalinvestment of Rs.5 lakh; the four entrepreneurs are contributing,Of the4 entrepreneur’s one has a background in jewelry shop gold and gold
plated jewelry with 10 years of experience and a good understanding ofinstitutional market. We believe in establishing long term businessrelationships based on sound values and business ethics. Our valueswork for our staff, our customers and other public of having generalinterest. Our organization is dedicated to putting the customers first bydeveloping ideas and supplying jewellery items, in the closest possiblepartnership for creating mutual growth.The company will produce more than 2,000 designs in 40 colours."Special designs will develop for changing seasons and moods. Therange varies from elaborate and detail designs to basics.ACCESSORIES PRICE(RS)Earrings 45Bracelet 100-200Chain and pendant 150-250Bangles 50-150Anklets 50Nose ring 30Maangtika 50-70The initial plant capacity is for processing 20 tons of paper, producingabout 5000 pairs of earings,2000 pendants,5000 necklace setetc.However,the capacity utilization is expected to be 70%,100% in thefirst, second year ,respectively. The plant will operate for all the 12months.2.4 ContextAs there are various paper mills in India tons of papers manufacturesdaily. Initially the 5 shops taken on rental basis in different cities inmaharashtra.Due to rapid growth in organized retail and promotion of
the jewelry production is expected to grow at the rate of about 40% peryear.The rapid growth in income has led to an increase in the demand forpaper accessories. The demand in export market and organizedattempts at brand building is also expected to help in obtaining betterprices.3 MARKET OPPORTUNITY AND ISSUESAs there are very less competitors the opportunities are more in thisfield. Here the expenditure is less and income is more. As today’s age isthe age of fashion the jewelry always is in demand and paper jewelry issomething different and innovative. The young girls are the dailycustomers.It is a laborious work; high degree of accuracy required. Recycling ofpaper is also an issue. Initially convincing people will be an issue for itsdurability.4 OBJECTIVESTo achieve total customer satisfaction by consistently producing andsupplying defect free product on time and every time. Marching aheadwith a single-minded motto of devotion to excellence. Achieve sales of total 5lakh, 7 lakh and 9 lakh in first, second and third
year respectively.YEAR SALES(UNITS) RUPEES(LAKH)2013 10,000-15,000 52014 12,000-17,000 72015 15,000-20,000 9BREAK EVEN ANALYSIS o Revenue/ton Rs.25,000 o Variable cost/ton Rs.15,000 o Contribution/ton Rs.5,000 o Fixed cost Rs.60,000 o Break even volume = Rs 60,000/Rs 15,000/ton = 4 ton5 MARKETING STRATEGY:Describing the product:Kalpana creations provides paper jwellery of different varietieswhich are made using various decorative material.The productsthey are providing is unique from other jwellery as it is made frompaper one can’t even imagine also very beautiful and cheap.Competitive Pricing:
There as such not more competition to kalpana creations, competitivepricing strategy that will allow them to make money and edge outthe other stores.Sales Locations: The store is located in a key part of town that appeals to themarket information .They used to sell their products online or onthe road at jewelry exhibition jewelry.Promotion and Market Analysis:The market for jewelry is comprised mainly of females, age 13and up, mainly college going girls. The exception to this rule ispresent during specific holidays such as Christmas, ValentinesDay and birthdays when men do a lot of the buying, during thisoccasions the special offers are provided and some free gifts alsoprovided on large purchasing, various advertisement used to bedone in newspapers,magazines,tv etc. The marketing strategywill be to develop long-term relationships with customers. . Asthe business becomes profitable, plans will be implemented toexpand7 POSITIONING:Kalpana creation will itself as a value-for-money brand, onethat provides all the fashionable jwellery which is the need oftoday.Kalpana creation will promote/position itself as adifferentiated provider of the beautiful paper jwellery. Theircompetitive edge is customer attention and customer service.
8 MARKETING MIX:Product: Beginning Kalpana creation started with low pricesschemes for different accessories.It will add some new differentdesigns and innovative ideas and explore it across all over India.Price: company will offer good scheme for young college goinggirl’s i.e. age group between 13 and above. The prices ofacessories will increase according to customers demand andcompany profit.Place: Initially company will provide the service inMaharashtra. After 1 year company will explore their business insouth states and other part of India.Promotion: The most successful advertising will be themagazine advertisements, online advertisement, newspaper andT.V advertisement.9 REVIEWS AND CONTROL:Kalpana creation have simple, decision friendly, weekly,monthly, quarterly, and annual reports focusing on Revenue and unit sales Expenses Customer feedback Market log10 MARKETING ORGANIZATION:
One of the four partners will head the marketing function, and will be supported by others.11CONTINGENCY PLAN:> Problem generating visibility.> An entry to the high end hard adventure market.> Difficulty securing high quality staff.> A slump in the economy. SNEHA.CHOUKSEY (TM1211111) SECTION-A TELECOM-BITM