This presentation tells about an innovative product- PHANTASIA (customizable antimicrobial bedsheet). The slides include product need, its logo, product details, market need, the nomenclature of the brand, Marketing environment, PESTLE analysis, SWOT Analysis, Segmentation, Targeting, Positioning, Marketing Mix, Pricing Strategies, distribution strategies, promotion, celebrity endorsements, assessment of the competition

1. MARKETING
MANAGEMENT
A PROJECT PRESENTATION
ON
PHANTASIA
(CUSTOMISABLE
ANTIMICROBIAL
BEDSHEET)
PRESENTED BY-
KHUSHBOO JAIN

2. Then Bingo!
Your wish is our command
Sleeping on millions of bacteria every night might make you
feel a bit squirmy. With the number of germs we trek into
our homes daily, it seems we are doomed to share our
beds with more than a few of them.
Don’t you need a shield from them?
Do you wish that your bedsheet can smell like garden
of flowers whenever you enter the room?
Also, do you ever want to change your bedsheet colour
and pattern as per your mood with just a click?

4. We have launched a very
SPECIAL PRODUCT for you.
Introducing a new range of bedsheet sets that
can protect you from harmful microorganisms
who can be a “hotbed” of potential illness and
also by JUST A CLICK you can change the
colour and pattern of the bedsheet as per your
preference by using a phone application plus
the bedsheet regulates the room’s aroma with
its inbuilt room freshener.

5. MARKET NEED
Around 10 million dust mites are found in the average bed - they
like warm, moist environments.
They are harmless but their droppings and body fragments can
cause colds and make asthma and hayfever worse.They can
cause rhinitis, a cough, dry eyes. They can disturb sleep. People
with other allergies can have them made worse.
Germs such as salmonella and norovirus can also thrive in linen,
even after it is washed in the washing machine.
After one week, pillowcases and sheets contain between three
million and five million CFUs (colony-forming units) per square
inch.

8. https://youtu.be/mJVlwuWvhFk

9. Brand name nomenclature
and reason to choose this
name
We have chosen our brand name as “PHANTASIA”.
The Greek word Phantasia is usually translated as “imagination”. For
Aristotle, Phantasia is based on sense-perception and plays a crucial
role in animal movement and desire, as he explains in De anima 3.9 and
in the De motu animalium.
Hence, the reason we choose our product name Phantasia because the
product is based on stopping the microbial movements and sensing the
room’s fragrance concentration which is Aristotle definition of Phantasia
about sensing perception and animal movements. Also, as per the word
translation Phantasia’s bedsheets is about having bedsheet of your
‘imaginations’.

10. Marketing Environment
Changes
in cost
conversion
for foreign
currency
More
awareness
about hygienic
products and
interest in
luxury goods.
Customised
bedsheets
using various
technological
methods.
Different Laws
related to
foreign
exchange
regulations
and labor laws.
Less need of
laundry
reduces the
wastage of
water. Also
antimicrobial
property
prevents lots
of diseases.
Change in
Govt.
policies in
textile
industry

11. SWOT ANALYSIS
๏ New to the industry
๏ Uncertain economic
scenarios
๏ Limited target market
due to premium
product
๏ Untapped market
๏ Creating awareness about
the need of product
๏ Increased commerce
trend
๏ Increasing trend of luxury
goods.
๏ Competitors like ‘Miracle
by Aloft’ , ‘Savmos’,
‘Health & Hygiene limited’
๏ Changing of rules &
regulations in textile
industry
๏ Lack of Profitability
๏ Customised colours and patterns
๏ Soothing fragrance
๏ Silver technology to kill
microbes
๏ Direct selling
๏ Much healthier than standard
bedsheets

12. Segmentation
COUNTRY
ATTITUDE USER STATUS
INCOME

13. Target Market
Our target market is going to be in America, Europe,
Singapore, Hong Kong, China and South Korea.
In these countries we are going to target the Upper
Middle class people who have income more than
$36000 and top hotel chains- Hyatt, Radisson,
Marriott hotels.
We will target people who are more concerned about
hygienic products and are interested in luxury
goods to maintain their social status.

14. Positioning
Since the bedsheet is customised as per customer’s preferences thus
the chances of getting boring due to monotonous tone of bedsheet is
not happening.
This is one time expenditure for all colours and pattern type bedsheet.
These sheets can be washed 5x less frequently than traditional
sheets.
It provides soothing fragrance that helps in good sleep and reduce
stress and refresh the mood.
The celebrity endorsement for product will position it to young & rich
people ( refer to ad on slide 21)

15. Marketing Mix

16. PRODUCT
Phantasia Antimicrobial Bed Covers & Pillow Cover features
include:
• Material: Polycotton
Premium bed sheets infused with natural silver
that prevents 99.9% of bacterial growth through a natural process
called Ionization.
99.99% proven efficacy against: Bacteria, yeasts , fungi, mold,
mildews, algae.
• Colours and patterns: Customisable as per user preference
(refer to advertisement on slide 21)
• Packaging: 1 set/bag, including 1 bed cover and 2 pillow covers.
• Odours available: Rose petals / Sandalwood / Lavender /
Jasmine
• Size: Single / Double / King

17. Antimicrobial Silver Technology
We weave silver directly into the top cover layer of the
bedsheet and the pillow fabric to create a long-lasting
barrier that helps to resist bacteria, mould, fungal growth
and other microbes. The cover layer also zips on and off,
making it easily removable for laundering.
The ions that break away from silver nanoparticles during
the oxidation process are toxic to bacteria and inhibit their
ability to reproduce.These silver ions bind with bacteria
cells and infiltrate their cell walls, inciting a process called
lysis which ultimately leads to their death.

18. PRICE
PREMIUM PRICING STRATEGY
• Luxury products: Our Product is a luxury product and
has exceptionally high quality or exclusive design.
• The entire marketing program will project high quality,
and the consumer will be convinced that the product is
worth every penny.
Single Bed Double Bed King Bed

19. PLACE
DISTRIBUTION
STRATEGIES-
(Direct Distribution)
The company reaches its
consumers
directly via the following ways:
• Company owned stores at
premium places like malls.
• Direct selling through E-commerce
(www.phantasia.com).

20. PROMOTION
Direct Marketing - buy the product from official website-
www.phantasia.com
Consumer Sales Promotion-
1. Coupons- on next purchase 5% to 10% off.
2. Early bird Discounts
3. Events- for buzz marketing
Interactive/internet Marketing - through social media platforms.
Advertisement - Hoardings and Celebrity Endorsements

21. CELEBRITY ENDORSEMENT
Advertisement

22. Assessment of
CompetitionMiracle By Aloft

23. Protector-Health & Hygiene Limited
Assessment of
Competition

24. Savmos
Assessment of
Competition

25. Choose PHANTASIA to create
your sheet of dreams
AND