This document outlines a marketing strategy for a self-charging fitness band, detailing its product attributes, pricing strategy, target demographics, and distribution channels. The fitness band aims to differentiate itself through its innovative charging technology and is priced at ₹10,999 to compete with established brands. The sales forecasting predicts a customer base of approximately 657,800 units in the following year, based on market trends and growth rates.

1. TM
TM
Our Service Is Always Greater Than Our Brand

2. GENERATING IDEAS
• DSLR CAMERA
• FITNESS BAND
• IOT FAN
• IOT UMBRELLA

3. IDEA SCREENING PROCESS
Attributes Weightage Rating
Total
Ratings
Uniqueness 0.30 8.5 2.55
ROI 0.30 9.5 2.85
Cost of Raw
Materials
0.20 3.0 0.60
Technology 0.10 6.0 0.60
Scope of Market
Penetration
0.10 4.0 0.40
TOTAL 1.00 - 7.00
DSLR CAMERA
Attributes Weightage Rating
Total
Ratings
Uniqueness 0.30 9.5 2.85
ROI 0.30 6.0 1.80
Cost of Raw
Materials
0.20 6.5 1.30
Technology 0.10 8.0 0.80
Scope of Market
Penetration
0.10 8.0 0.80
TOTAL 1.00 - 7.55
FITNESS BAND

4. PROCESS CONTD.
Attributes Weightage Rating
Total
Ratings
Uniqueness 0.30 9.0 2.70
ROI 0.30 6.0 1.80
Cost of Raw
Materials
0.20 8.0 1.60
Technology 0.10 7.0 0.70
Scope of Market
Penetration
0.10 6.0 0.60
TOTAL 1.00 - 7.40
IOT FAN
Attributes Weightage Rating
Total
Ratings
Uniqueness 0.30 8.0 2.40
ROI 0.30 8.0 2.40
Cost of Raw
Materials
0.20 3.5 0.70
Technology 0.10 9.0 0.90
Scope of Market
Penetration
0.10 3.5 0.35
TOTAL 1.00 - 6.75
IOT UMBRELLA
Thus we took the Self-charging Fitness Band as our most-feasible ‘Idea’.

5. KNOW THE PRODUCT
PRODUCT LINE : FITNESS TRACKER BAND
PRODUCT TYPE : SELF-CHARGING FITNESS BAND
ITEM : SKB 1
PRODUCT MIX :
I. Width: Only one (FOR NOW)
II. Length: Only one (FOR NOW)
III. Depth: Two variants (Male & Female) Two colour (Black & White)
IV. Consistency: More variants in future and then a new model and also planning to launch
another Fitness Tracker Band with a new self-charging technology.
PACKAGING: The SKB 1 box is visually pleasant, smart and minimalistic. It will be a smooth black
paperboard box covered with a transparent stretch film. Being a bottom-top box, the lid completely
detaches from the bottom. The wristband will be perfectly placed on a stack warranty card and
manual. Instead of covering the product with another paper or a bubble wrap, the square top has
flexible PU foam glued to the inside.

6. Geographic Demographic Psychographic Behavioural
> India
> Tier I Metro Cities & Tier II
Cities
> Age: 18 Years to 65 Years
> Gender: Both Male & Female
> Family Life Cycle: All
> Income: ₹30,000/month and above
> Education: All
> Occupation: Businessmen, Skilled workers, Professionals,
College students
> Fitness & health oriented
> Sports oriented
> Family oriented
> Frequency of Buying: Rare
> Usage Rate: Daily
> Attitude towards Product: Positive
> Loyalty Status: Medium
All those fitness and health conscious upper-middle & upper income level people in Indian Tier I metro cities and Tier II cities.
i. Point of Parity – A fitness band that shows the time, heart-rate, calories spent, steps taken, being connected to the user’s
smartphone.
ii. Point of Differentiation – A fitness band that charges with the body heat generated by the user (wearer) keeping it
charged practically all the time it is being used.
SEGMENTATIO
N
TARGETING
POSITIONING

7. Pricing Strategy for SKB1 Fitness
Tracker “HOW WE GOT THE LISTED PRICE”
Profit of sales in one year: ₹ 3,500 x 6,00,000 = ₹ 2,10,00,00,000
Therefore, Break-even = 4,00,00,00,000 / 2,10,00,00,000 = 1.9 ≈ 2 years
Some competitor’s pricing:
Mi Band – ₹ 799/- Mi Band – ₹ 1,999/- Fitbit Blaze – ₹ 19,990 Samsung Gear Fit 2 – ₹14,999/-
Fitbit Flex – ₹ 8,490/- Fitbit Charge 2 – ₹ 14,990/- Fitbit Alta – ₹ 12,999/-
MARKET PRICE :₹ 10,999/-
This market price has been set using the formula of Mark-up price, where we first calculated the unit cost first.
Unit Cost = Variable Cost + (Fixed Cost/Unit Sales)
= 1,500 + (1,00,00,000/6,00,000) = 1,500 + 16.67 =₹ 1,516.67 ≈₹ 1,520 (just keeping ₹ 3.33 provision as the
error per unit cost as the time taken to reach the mass production status)
Mark-up Price = Unit Cost / (1-Desired return on sales)
= 1,520 / (1-0.7) = 1,520 / 0.3 = ₹ 5,067
Margins: They are calculated upon the Mark-up price we set and give our online e-tailers about 27% - 30% while giving the
offline retailers about 60% - 63%. Thus taking all the approximations the breakup of the margins of the distributors in rupees
per unit is:
Online → ₹ 1,520
Offline → ₹ 3,200 Coming to a total margin of ₹ 4,720
Now the total sum of money comes to ₹ (5,067 + 5,067 + 4,720) = ₹ 14,854 , this leaves us with an additional ₹ 7,144 (₹ 10,999
+ ₹ 10,999 – ₹ 14,854) per two units, both the channels having one each, which converts to ₹ 3,500 profit per unit
(approximately). They are to be used for promotional activities, investment and extra benefits given to the distribution channel
partners if need be.

8. OUR PRICING
STRATEGIES
Premium Pricing – We have set a premium price in relevance to the various fitness trackers like Fitbit, Mi Band,
Samsung Band etc. also having models available at lower price range. We have set such price because of having the
latest technology and enjoying the first mover’s advantage.
Odd-number Pricing – Easily remember by the customers and also it has ever that slight psychological effect where
customers perceives the value less than ₹ 20,000/-
Skim Pricing – We are also going ahead with skim pricing as we the technology becomes available to all the other
players they would catch up and at those times e would be able to compete with them by lowering the price if
needed and possible.
Cost-based (Mark-up) Pricing – As mentioned above we traced our footsteps back from the listed price to the price
at which we should sell the product considering our unit cost.
Perceived Value Pricing – The pricing is also based on some factors like product features, specifications, and
uniqueness which are responsible for the perceived value of the product.

9. OUR CHANNEL
DISTRIBUTIONS
MANUFACTURER
ONLINE
SPECIALTY
E-TAILERS
E-TAILERS
OFFLINE
SPECIALTY
STORES
C
O
N
S
U
M
E
R
S

10. INTEGRATED MARKETING
COMMUNICATION OF THE
PRODUCT
 Advertisement
 Sales Promotion by
Events & Experiences
 Above-The-Line
Activities
 Through-The-Line
Activities

11. SALES FORECASTING
According to International Data Corporation (IDC), the
wearable market in India observed the total shipments of
2.5 million units in 2016. 27% of them are in the price range
north of $50 (i.e. ₹3,300).
25,00,000*27% = 6,50,000 units
Thus, taking the population growth rate to be 1.2% per
annum the customer base can be projected to be 6,57,800.
‫؞‬Market Sales Potential = 6,57,800 for the next year