2. Product Description :
The product is a stapler, which doesn’t staple but sticks two papers
together with a USP ( Unique Selling Point ) of ‘invisible attachment’.
The stapler is sold with a marker, which has a laser light at one end,
to detach the papers ( if and when required ).
The product shall be targeted at consumers like teachers, school
staff, home tutors, etc. in a few cities of Uttar Pradesh.
Product Design :
The stapler is like a Pacman stapler – round and small.
The working is similar to that of a normal stapler, except, in place of
the staple pins, a glue stick is inserted. This glue stick can be
renewed with new ones.
The stapler is sold as a combo pack, along with a marker, which has
a laser light at one end.
The product packaging is made attractive and easily – to produce in
bulk.
3. STRENGTHS:
1. COMBO PRODUCT
[STAPLER AND MARKER]
2. FINANCIALLY SOUND
3. RESULT ORIENTED
PRODUCTS
4. CAPABLE OF
SURVIVING IN LONG RUN
OPPORTUNITIES:
1. INNOVATIVE
MARKETING
2. STRONG
DISTRIBUTION
NETWORK
3. BRAND AWARENESS
WEAKNESSES:
1. PRESENCE OF LOW
PRICE PRODUCTS
MAKES MARKET
WEAKER IN SOME
AREAS
2. LACK OF GOODWILL
THREATS:
1. COMPETITION FROM
WELL ESTABLISHED
BRANDS IN THE MARKET
2. COMPETITORS ARE
EQUALLY HARD
PRESSED ON
DELIVERING INNOVATIVE
PRODUCTS AND
SERVICES
4. Primary
Teachers in Uttar Pradesh*
( Home tutors/ tuition teachers, school
teachers, college professors, teaching staff in
universities )
*Cities targeted : Lucknow, Kanpur, Allahabad, Noida
5. Secondary
Students and children in Uttar Pradesh*
( Home schooled children, school children,
college students, students in universities )
*Cities targeted : Lucknow, Kanpur, Allahabad, Noida
Language of TG :
Hindi
Urdu
English
Minimal Bhojpuri
7. Demographic
Age – 16 & above
Gender – Male & Female
Income – Average
Education / Occupation –
Teacher / Professor / Home Tutor
Family Status – Single & Married
Geographic
Residence location – Target
Cities
Work location – Target Cities
Place of origin – Lucknow,
Uttar Pradesh
Choice of recreation area –
Behavioral ( usage )
Frequency – Frequently used
Subscriber/single ticket – Both
Plan-ahead/impulse – Both
Psychographic
Likes/Dislikes – Based on
necessity
Preferences – Based on Variance
Values -
Segmentation
8. Size & Accessibility
The size of the market is not
very large ( 4 cities ), making
it easier to access for
promotion of the brand.
Expected Growth ( profit )
The growth of the brand
depends on the growth of the
market, which is expected
considering the minimal range
of the market.
Competitive Position
Various adhesive products are
available. Many markers are
available too. But, the
advantage of this brand is that
it sets a new trend with its two
in one effective USP.
Compatibility ( with goals )
The background of Uttar
Pradesh needs to be studied
carefully in order to match the
brand promotions up to the
expected goals set by the
brand.
Target
Market
10. Brand Name & Logo :
Stap-Stick / स्टैप-स्स्टक
Brand Tagline :
Dabao. Chipkao. Mitao.
11. Packaging & Pricing of the Brand :
- Attractive and bright colors used for packaging, to appeal to both
students as well as teachers
- Packaging in both languages ( English & Hindi ) due to wide TG
- The product is sold as a combo pack ( Stapler and Marker )
- Price of the combo is Rs. 20/-
Features of the Brand :
- Easy dry
- Ease of use ( No chip-chip )
- Adequate Flow
- Attractive Packaging
- Combo pack of Stapler and Marker
12. USP :
- Invisible Attachment & Detachment
- The main quality and benefit of the brand is that it doesn’t leave a mark
of untidiness after its use. Many adhesives leave a mark once they dry
up. This glue dries super fast and passes through the papers in the
form of a staple pin, making the attachment invisible and neat.
How does it work?
- Staple with glue
- Attaches the two papers like a staple pin does, but the glue flows
through the holes made in the paper.
- The marker can be used with its laser light pointing at the paper, to melt
the glue and detach the papers.
15. Establishment of 4 Ps of Marketing – Product,
Price, Place (TG), Promotion.
Launching the brand on different media platforms,
creating awareness in the market.
Cost effective marketing
Introductory stage - free samples, trials,
demonstrations in schools and colleges, making
the TG aware about the brand and the working of
the new product/s.
16. Pricing the product after careful consideration of
alternative existing products in the market.
Stress on the price of the product, to appeal to a
mass audience.
Increasing brand loyalty amongst customers, to
keep their faith in the brand, and to keep them
coming back for more.
Statistical research of the sales of the brand,
based on the information provided by local
retailers.
17. Stationery shops in target cities - Lucknow,
Kanpur, Allahabad, Greater Noida.
Kinara shops and utility stores in small districts -
most effective tool in creating mass awareness.
Stalls at fairs, educational and utility based
exhibitions, local events.
Kanpur : Vaibhav Stores, Pustak Sudan Stationery, Sagar Stationery
Lucknow : Techno Centre, Rastogi Stationery, Rohit Stationery, Modern Deepak Store
Allahbad : Sethi Stores, Bookwalla Store, ABC Centre, Abhishek Stationery
Greater Noida : Ganesh Agency, Pawan Stationery, Standard Stationers
18. Television
TV Channels
Star Plus, Sony Tv, Sab TV, Colors TV, Bindaas TV
Disney Channel, Discovery Channel
TLC, Travel XP, Homeshop18
NDTV India, Aaj Tak
DD Uttar Pradesh ( Regional )
Mahuaa TV ( Bhojpuri )
TVC Idea -
19. Print Media
1. Newspapers – Danik Jagran (hindi), Amar ujala (hindi),
The Times Of India (english)
2. Newsletters - College/ University/ School Newsletter
3. Magazines – Education based
4. Posters outside shops – cross promotion strategies
using the posters of the brand on related categories of shops.
20. OOH (Outdoor Advertising)
1. Locations
Near or outside educational institutions
Market locality
University campus
1. Hoardings
2. Billboards
3. Bus Panels
4. Danglers in shops - traditional and most effective tool
21. Internet
1. Social media platforms – Facebook and Twitter
used to advertise the product, videos from YouTube shared
on these platforms to show the working of the product.
2. E-mail marketing – Subscriptions through the
provision of free resources of massive value, and
encouraging people to sign up for our e-mail list to receive it.
3. E-commerce web portals – Making the product
available on websites like Flipkart, Ebay, etc.
4. Digital Media – Advertising the brand on websites
related to product category.
22. PR & Promotional Events
1. Craft Competition ( in schools )
2. Pacman game ( in malls ) – the winner/s get the
product as a prize after playing the game.
3. Pacman game setup ( school/college fair ) – A
setup of the game and its working on a table at an educational
fair to grab attention of the TG and appeal to the young
generation making it a widely known and used product.
4. Locations for networking -
School functions
Local chamber of commerce
Social events
Community functions
23. Sales Promotion
1. Fliers and leaflets – given out at locations
mentioned in the previous slide
2. Tie ups with related products/services – like
newspapers ( everyday use products ),
Scissors, Punching machines, etc.
3. Free samples at stationery shops, university
campus stationeries – to introduce the brand
on a large scale in a wide market, and to
promote the working and use of the product.
24. Guerilla Advertising/ Aggressive Marketing
1. Admission offices ( admission time ) – A huge poster
across the wall outside the admission hall, with 4-5 samples
of the product are kept on tables, with instructions of use
written on the poster. This is to help the people use the
product and be aware of it.
2. Corporate exhibitions – Samples and demonstration of
the working of the product
3. Campus parks of universities – Making students and
teachers aware of the product through some activity which
grabs their attention
25.
26. Wanting the consumer to remember the brand
To find out the one quality or function of the brand
which keeps them coming back for more.
Creating the positioning in the minds of the
consumers
The USP of Invisible Attachment and Detachment
could be a major tool in the Brand Recall of the
product.
The USP can be highlighted in print advertisements,
posters, television commercials. This will help in
promotion of brand recall and efficient sales of the
brand.
