4. Before even Diwali festival begins
the market is ripe for different
companies like jewellery merchants
to draw the customers attention, as
thats the time when they start
shopping for the festivals.
5. Here we can see ,even during the pre Diwali period,
particularly during Dhanteras, Companies like PC
Chandra begins their campaigns with special offers
and prizes for shoppers to increase their sales.
6. Smallest of household item like an
agarbatti sees an increased sale,
thus its an a great opportunity for
them to capture the market.
8. Key features of the product:
Fail proof product
Safe for children
9. Segmentation : (Geographic)the product will be Only up for sale in
Kolkata market, though the company has the plans to get established
as a big brand in future.
Target: the Non Bengali Population of Hindus, Sikhs and Jains are the
primary target. Jains and Sikhs have been seen to observe this festival
equally enthusiastically like Hindus and belong to the richer category of
the society (generally) in Kolkata. They are known to go for higher
priced products due to the psychological perception of the product
being good and ’SAFE’
Positioning: The GBS firework will be positioned as a safe product for
everyone including children. As a marketing strategy it will be
deliberately showcased and advertised as an expensive but quality
product to create an USP among the richer class of the society
10. Budget :
GBS brand fireworks is a new and a local brand, targeting only
Kolkata. The primary target is to make people aware of the brand
and its quality.
The Budget has been kept at Rs. 3,90,000
12. Advertisement
Media selected for advertisement are:
Print media – ads would be given in Prime Hindi Newspaper like
Sanmarg for 3 days before Diwali. Budget for this is Rs. 3,00,000
Display media: Out of House hoarding. This would be displayed at all
the popular shopping markets (local bazaars) like Burrabazar, etc.
Focussing especially on non- Bengali areas. Budget for this is Rs.
50,000
13. Direct selling
GBS Fireworks would have their stalls at Prime locations to sell the
product.
These stalls will be located at prime locations of shopping like Shopping
areas, fairs that are organised before Diwali like one in Ice skating rink,
etc.
A Budget of Rs. 40,000 has been allocated for this.
