This document summarizes LEAF's plans to enter the organic dinnerware market. It describes the materials used to make organic dinnerware, such as bamboo and clay, which are biodegradable and environmentally friendly. It provides an overview of the global organic dinnerware market size and growth rate. It then outlines LEAF's product lineup, pricing strategy, promotional plans that include digital and influencer marketing, and provides a financial forecast for sales and profits over the next three years.

2. Description and features of products :-
Our brand LEAF is a prevalent brand considering existing products, but now
LEAF is going to venture in a different line of product which is Organic
Dinnerware.
These are generally made of environment-friendly materials like bamboo
,banana leaf or other plant based extractions like clay, stone, porcelain and so on.
Products manufactured from these materials are totally biodegradable
,compostable and safe for environment. These are sufficiently strong and resilient
to withstand knives or other metal utensils.

3. Globally the organic dinnerware market is valued at $1.2 Billion in 2021 and is
projected to reach $2.0 Billion by 2030, the CAGR of growing is about 5.84% from
2022 to 2030.
• Demand for the product has recently been affected by rising disposable income, shifting lifestyles,
and an increase in the number of homes; this trend is anticipated to continue over the forecasted time
period. So, Digital marketing and social media are important for start- ups in this industry.
• The high cost and high initial investment of organic dinnerware may be factors limiting the market
growth. Moreover, the cost of existing organic dinnerware manufacturing techniques is very high,
which has been shown to increase the price of the final product.
• Covid-19 outbreak had also a negative impact on this industry but the market will revive again after
post pandemic situation when hotels, restaurants will be open.

4. • In the lower segments the products will be made of clay. There will be an upper coating with
organic painting. The price range would be $15-$40. There will be different products items in
this segment like Clay Cups, dishes, glasses, jars etc.
• In the medium segment the available products are mostly made of high quality scratch
resistant ceramic. The upper coating is also made of textured organic paintings. Most of the
products will be available in different sizes and shapes.
• In premium segment our brand is going to offer a ton of features. The products will come
with an attachment option which can keep the food hot and most of the parts also made of
heat proof ceramics.

5. • In Indian market so many brands are involved in the organic
dinnerware products. And there are various types of
products also , The brands are - The Little Market, Ekobo,
Fable etc.
• There are plenty of ways to segment markets using
demographics. The factors are - Age , Gender , Ethnicity
,Income , Family Structure etc.
• Several micro factors are: the size of the market that opens
the level of interest in the company's goods or services
Competition Accessibility and supplier quality, the
consistency of the company's supply chain.

7. Customer Profile
Demographic
• Age: People from age group 18-
50 are the main customers of
this product.
• Gender: Both the males and
females.
• Income: People from mid to
higher income group.
• Education Level: Anyone can
use the product, there isn’t any
technical term.
• Family Structure: All Family
members including children can
use the product.
Psychographic
• People who like
environment
friendly products
are more likely to
buy these products.
• People who prefer
hygienic products
will buy this
product.
Geographic
• People mostly
from Urban
areas are the
customers.
• The Restaurants
and hotels of
urban areas can
be customers.

8. Positioning
• Environment Friendly: All the products are recyclable and made with natural materials.
• High Quality: The quality control is quite high considering the price point.
• Durable: The Urushi lacquer makes the finishes it durable.
• Elegant: All the products shows elegance.
• Reliable: The brand LEAF is a reliable brand according to past customer reviews.
The LEAF brand is known for making environment friendly products in a
relatively lower price than its competitors.

9. Pricing
The pricing would be different for three different segments.
Lower segment Middle segment Premium segment
Cost of the
product
$15-$40 $50- $80 $300- $1500
Final
Consumer
Price (After
GST and other
costs)
$10-$32 $15-$40
$15-$40

10. Promotion
The total cost of marketing for LEAF is 25000 dollar for the launching. It is significantly higher because LEAF is going to
be an exciting organic dinnerware in the Indian Market, specially in Urban Area.
The average weight of the advertising,marketing / promotional item on the LEAF is around 3% of the sales ,but in this case of
the LEAF ,this ratio was upto around 5% of the expected sales in the first quarter of the LEAF in the Indian Market.
The percentage of costs for marketing in different platforms are:
Social-Media marketing :- 40%
Magazine Marketing :- 20%
Influencing Marketing :- 20%
Newspaper Marketing :- 10%
Billboard :- 10%

11. FORECAST OF INCREMENTAL SALES
The LEAF is an exciting Organic Dinnerware product. So, the LEAF is expecting to sell 10000 units across
India in the first quarter of the launching. Per unit average cost is 85 dollar approx.
1) Gross Sales :
Gross sales = ( 10,000 * 85) = 850000 dollar.
2) Total Selling Cost or Marketing Budget : 250000 dollar.
3) Net Sales = ( Gross Sales - Total selling cost) = (850000-250000) = 60,0000 dollar.
4) Variable costs related to the Marketing Plan : Dealership Sales Commission 10% = 60,000 dollar
5) Net Contribution: In Organic Dinnerware category products like plates,cups We decide to sell 15000+
quantity in first and second quarter to 2023 and we will try to reach approx. more than 5 lakh people whose
age will be more than 18 years mainly in the first 2 quarters.

12. Annual Financials of the Product
Particulars Mar -23 Mar-24 Mar-25
SALES
Units sold 10000 11000 12100
Price/unit ( dollar) 85 93.5 102.95
Revenue ( dollar) 850000 1028500 1245695
COST
Variable Cost(dollar)(70% Of Revenue) 595000 719950 871986.5
Selling & Distribution Expenses ( dollar)(10% Of the
revenues) 85000 102850 124569.5
Marketing Expenses written off :-Initial Promotional
Expenditure(dollar) 25000 25000 25000
Website (dollar) 1000 1000 1000
Annual Promotional Cost (dollar) (10%) 85000 102850 124569.5
Total Fixed Cost ( dollar) 789014 961415.4 1171901.4

13. Particulars Quantity Rate Amount
Advertisement
Newspaper
Full page ( dollar) 10 1000 10000
Half Page ( dollar) 15 414 6250
Magazine (dollar) 3 2083.3 6250
Online Advertisements( dollar)
Merchandise (dollar) 100 25 2500
Total Investements( dollar) 25000
Initial Marketing Investment
Column1 Column2 Column3 Column4
Particulars Annual Rate (dollar) Interest
Initial Investment
Website Developement Cost 1 20,000 20,000
Annual Cost
Business Domain Fees 1 7200 7200
Web hosting 1 25000 25000
Maintenance 12 650 7800
Total Annual Cost (dollar) 60000
Annual Cost Of Website Operations

14. ROMI Calculation
ROMI is basically Return On Market Investment. The general formula of
ROMI is = [(Marketing Revenue - Marketing Expenses) / Marketing
Expenses] *100%
So, - 25000+ {60986/(1+r)}+ { 67084/(1+r)^2 + { 73783/(1+r)^3}= 0
After solving the equation, we get r = 1.8
That means we are getting $1.8 in return after investing $1

15. ● The Break Even point is basically is the minimum unit
we have to sell to earn profit.
● So, BEP = ( Total Fixed Cost)/ ( Selling price per unit -
Variable cost per unit)
= 789014 /(85-59.5) units
= 30941.7 units
So , We have to sell 30941.7 units to earn
a minimum profit.
Break Even Point

16. • The market for organic dinnerware is anticipated to expand at a CAGR of
around 5.5% over the course of the forecast period, according to research
conducted by our key respondents.
• It is expected that Brand LEAF will be implementing all these marketing
strategy in the upcoming years. After the Covid 19 pandemic there might be an
upward shift in sales of organic dinnerware and all these strategies will work
efficiently.
• The brand may change or implement new strategies after consulting, in case of
any wrong going.
Evaluation and Controls

17. Thank You