• To perform Market Analysis for GPS tracking watch to sense the market response and opportunities • To identify the right market channel and the pricing variance which can be offered to different segments

1. Looqi
Made by-
Sai Srinivas Kotni
Roohullah Salam
Manthan Shah
Monalisa Sarkar
VGSOM, IIT Kharagpur

2. Table of contents
1. Objective
2. How did we do?
3. Methodology
4. How will we achieve this?
5. Why not mass marketing?
6. Target segments
 Kids:
 People interviewed
 Methodology
 Reaching a number
 Units in tier 2 cities
 Input from others
 Channels

3.  Old age people
 People interviewed
 Methodology
 Reaching a number
 Other inputs and suggestions
 Channels
 Pets and other valuables
 People interviewed
 Methodology
 Reaching a number
 Other valuables TG
 Channels

4.  Car owners
 Potential buyers
 Why not cab owners
 Channels
7. Price category wise
8. Summary
9. Looqi’s competitors
10. Suggestions
11. References

5. Objective
• The Objective of this study is to
understand the market opportunities for
Looqi, a wearable GPS tracker. To
analyze the application areas for Looqi
and to identify the market channels for
going in to Indian market.

6. How did we do?
MInD (Market Ideation n Development)-
•The stimulus for the product- Market reaction for
the product
•Ranking the application areas based on the
underlying needs
•Analyzing each application- Provide pros n cons
of each application and the business case of each

7. Methodology
• Selected diverse set of people from different cities for
interviews, high income parents, Doctors, School
administration, Vehicle owners, Pet owners
• Personal Interviews, Online surveys, Discussion with
Experts, Secondary research
- To see people reaction and curiosity for the product
- To check Willingness to buy & pay
- Suggestions, cues for channel partners
• Analyze the responses from the samples and interpret
the conversion ratio, channels and price
• Arrive at the number of products that can be sold, price
ready to pay, channel to follow

8. How will we achieve this?
• Deluxe Sales Force:
This is a product for a niche TG which will
require personal selling in which sales
personnel will explain the product features
and its benefits and do direct selling
For e.g.- Aqua guard filters when it
entered Indian market they had to explain
the need of the filter

9. Why not mass marketing?
• The main purpose of Looqi will be under
threat if we do mass marketing
• The cost of the mass marketing is an
additional cost to the customer
• Establishing retail chain will not suffice our
need as we are new and have not
established ourselves as a brand
• Awareness Ad’s are necessary, top news
paper Ad’s in metro’s

10. Kids

11. People Interviewed
• Parents of kids of age 3 to 10 (50)
• School officials/Faculties/Counselor (5)
• Child specialists (3)
• General practitioners (3)

12. Methodology
For 1 city

13. Reaching a number
For 1 city

14. Tier 2 cities
• Nearly 70 tier 2 cities are there in India
• Per city
– 20 schools of our TG
– 300 students per school
– Willingness may decrease, assuming 15-20%
– Approx 1000 units per city
– So 70,000 products can be sold in Tier 2 cities
– So there is a lot of potential there as well but
this should be done after the initial launch
completion

15. Input from others
• Doctors feel this product can work but they want
some more features like if someone falls they
should get notification
• They are willing to collaborate with us but are
not ready to disclose the margin that they may
charge for referring(Discuss all this in an official
meeting)
• School officials suggested that it is an interesting
product, willingness to associate is high so they
are open to talk to our sales team

16. Channel
• Collaboration with school
• Collaboration with Child specialists
• Retails shops like starmark
• Online kids store

17. Old age
people

18. People interviewed
• Working people from age 25-40 having a parent
in the age of 60+ years (30)
• Interview with doctors(Regular Body check up +
Physician + handling CBS) (5)

19. Methodology
No. of good
geriatricians in a
city
Average no. of
patients
examined in a
month
Total number in
this TG
Doctor's
response in
estimating
willingness of
patients in their
opinion
Units that can
be sold
Extrapolating
this number for
5 cities
For Selling
through
doctors

20. Reaching to a number
10 Doctors
Per doctor
approx. 200
patients monthly
of our TG
12000
semiannually –
6000 unique
patients
40% willingness
to buy
2400 products in
1 city
Approx. 12000
units in 5 cities
For Selling
through doctors
in 1 city

21. Other inputs and suggestions
• SEC A people are most likely to buy this product
and Doctor’s suggestion plays a critical role
• Doctor’s suggestion of using it for Diabetic
patients who can become unconscious or have
dizziness because of low sugar but the fall
detection feature needs to be there
• Alzheimer patients have a very high chance of
buying it
• Most older people get regular body check up
done twice a year so they can be targeted
through that channel as well

22. Channels
➢Through specialists/ hospitals
➢Medicine Shops
➢Regular Body checkup camps

23. Pets and
other
valuables

24. People interviewed
• Pet owners (30)
• Pet care centers/Vets/Counsellor(5)

25. Methodology
Selling to Individual
Pet owners
Number of Pet
Counsellors/Vets/Sp
a in a city
Average Number of
pets comes for
counselling each
month
Total number of
pet owners in our
TG
Pet Counsellors
estimating response
and owners
willingness to buy
Units that can be
sold
Extrapolating those
numbers in 5 cities

26. Reaching to a number
Selling to Individual
pet owners
Target top 15
Pet counsellor/
vets
100 cases
handled by 1
Pet care center
monthly
1500 monthly
and 18000
yearly and 6000
unique cases
35% conversion
ratio2000 cases a
year per city
Approx. 10000
in 5 cities

27. Other Valuables TG
• Elite class people who carry highly
valuable items
• People who regularly carries very
important business documents to their
office
• This product can be sold in the high end,
secured briefcase selling shop

28. Channels
➢Pet care center/Pet counselor/ Vet
➢Online stores
➢High end Briefcase store

29. Car Owners

30. Potential Buyers
People who are using cars with multiple users, like family
members and drivers
In Case of premium cars(Cost above 8L)
 Approx 17000 cars sales every year
 2300 cars get stolen every year
 60% of car owners go to car decors and spends on an
average 15000 to 25000 in car décor every year
 If we can project the theft cases and attract 40% of the
car owners would turn out to approximately 7000.

31. Why not Cab Owners?
• A major section of new cab owners have
GPS tracker installed in their cabs
• “Arya Omni Talk” and “Search Info Talk”
are two GPS trackers, that are,
– Are cheaper than Looqi
– Available in the market from last 6 -8 years.
– They have better functionalities

32. Channels
➢Car Decors/ Car Accessorize shop
➢Repairing shop/ service centers
➢Motor parts shop/ authorized dealer’s
shop
➢Online stores

33. Price category wise
Category Price Reason
Kids 8000 People are willing to pay 8000 Rs
Old age
people
10000-12000 Sales are done through Doctors
suggestion
Cars 5000-8000 Competitors price and cost cutting with
limited features
Pets & other
valuables
5000-6000 Sales are done through pet counselor

34. Summary
Category Total units estimated Price
Kids 20000
(70000 in Tier-2 cities)
8000
Old age people 12000 10000-12000
Cars 7000 5000-8000
Pets & other
valuables
10000 5000-6000

35. Looqi’s Competitors
All the below products are wearable tracking devices, have similar applications
as Looqi
• Pocket Finder
• Tagg Pet Tracker
• Trax
• Tile
• Amber Alert
• Flip2
• Spot gen3 and many more
But they are mainly concentrated in U.S. and U.K markets, this is an untapped
market in India. Looqi will have first mover advantage and also it can grab
the huge market share by maintaining the standards.

36. Suggestions
• Initial Buzz creation by giving Ad’s in
metro news papers.
• Technical glitches should be avoided, as
the impact of negative reviews initially
would effect the total sales figure
• Design modification for different
applications
• Early pitch in for Schools

37. References
1. https://in.finance.yahoo.com/news/what-is-the-effect-of-an-an
2. http://timesofindia.indiatimes.com/city/mumbai/Vehicle-theft-c

38. Thank
You…!!!