The document presents a new solar-powered printer called the Tanning Printer as an alternative to traditional ink-based printers. It aims to reduce costs for organizations by eliminating the need for ink cartridges and the environmental pollution they cause. The Tanning Printer uses solar energy captured through a glass panel to power a thermal coil that burns text directly onto paper, requiring no ink. Its key features are that it uses no ink, is eco-friendly by relying on solar energy, and is portable. The document then discusses conducting market research targeted at organizations, institutes, copy shops and students and developing a marketing strategy focused on pricing, placement and promotion to position the Tanning Printer as a differentiated, eco-friendly product for

1. PRODUCT AND BRAND MANAGEMENT
PRESENTEDBY:GROUPNO. 04
Bibekanandaswain- 15202136
Reek ghosh- 15202155
SamarJITmohanty-15202160
Soumyatapanigrahi-15202176
Sandipkiasneha-15202264
Prasantakr. Prusti-1218030

2. PROBLEM STATEMENT
• Difficult to get rid from office documentation work.
• Printing machines and cartridges adding huge cost to organizations and institutions.
• 70% of the print we used is black and white documents.
• In order to purify the ink in 1 cartridge, it requires 1 ton of ink.
• Ends up creating environmental pollution

3. NEW PRODUCT DEVELOPMENT-
THE SOLAR TANNING PRINTER

4. PRODUCT DESCRIPTION
o The Tanning Printer intends to replace costly inks and toner
with a solar-powered tanning process that effectively
‘burns’ your text onto the paper.
o Printer captures direct light through a refraction glass on
top of the device.
o Power is then converted and applied to a thermal coil
which then ‘tans’ the paper.
o User won’t need any ink or even cables making little
device fully portable, ideal for those working on the move.

5. No
Ink
Solar
Energy
Eco
Friendly
THE CORE FEATURES
• No Ink
• Eco- Friendly
• Solar Energy

6. MARKETING PLAN DEVELOPMENT
1. ENVIRONMENT ANALYSIS
POLITICAL
1. GOVT. SUPPORT
2. PROMOTE START-UP IDEAS
3. START-UP
4. GOVT. PROVIDING FUNDS,
EASY CLEARANCE,
INCUBATORS FOR RESEARCH
ECONOMY
1. ATTRACTIVE ECONOMY
2. GDP GROWTH= 7.4%
3. INCREASE IN
DISPOSABLE INCOME
4. EASY CREDIT
ACCESSIBILTY
SOCIAL
1. CULTURAL TRENDS
2. POPULATION
3. NEXT GENERATION
PRINTER
4. DIGITAL DISPARITY
TECHNOLOGY
1. R&D ACTIVITY
2. IMPACT OF EMERGING
TECHNOLOGY
3. IMPACT OF TECHNOLOGY
TRANSFER
4. SCOPE FOR FUTURE
IMPROVEMENT
ENVIRONMENT
1. REDUCTION IN CALORFIC
VALUE
2. LOW CARBON FOOTPRINT
3. REDUCTION IN
ENVIRONMENTAL
POLLUTION
LEGAL
1. DIFFERENT STATUTORY
COMPLIANCES
2. QUALITY BECOMES KEY
3. SAFETY REGULATION
4. BEST MINIMUM PRICE

7. 2. CUSTOMER RESEARCH
• Aimed towards: Organizations, institutes, Photo copy shops and students.
• Printing is not a B2B industry, it’s a P2P industry. People buy printing from
people.
• Print marketing is about creating a personal relationship with clients. And to
be different offer to go to their place rather than have them come to us.
• This will give us an excellent opportunity to explore for other potential print
sales that we see around their office.

8. 3. MARKETING STRATEGY
• Tactic:
• Pricing
• Internal factors: Marketing objective of product quality leadership.
• External factors: Its near monopoly position enables relatively higher price. High price due to extensive
R&D to sustain innovativeness and high perceived value by the customer.
• Place
• Tier-I market. Delhi= 83%, Mumbai= 73%, Chennai= 75%, Kolkata= 72%.
• Tier-II- Emerging market.
• Enhancing availability: Increasing sales reach to internal parts of India and multi brand outlets.
• Promotion
• Trade Promotion: Channel road shows and training.
• Consumer Promotion: Pilot program in schools and offices.
• Focused market development programs: Offers customized solutions for self-employed professional and
press and print service providers.
• People
• Target customers:
Private persons
SOHO (small office, home office)
SME (small and medium enterprises)
Government & large enterprises
Students

9. • Segmenting: PRINTING INDUSTRY
• Targeting: COMMERCIAL PRINTING
• Positioning:
Powered by solar energy _ Eco-friendly_ No Ink
POINT OF DIFFERENTIATION
SEGMENTING
POSITIONINGTARGETING
Powered by solar energy and by conventional energy also.
Most friendly user experience with least start up and shut
down time.
Eco-friendly.
High speed in built wireless connection
Front paper tray allowing convenient operation and
placing.
Compatible with other devices like Scanner, Pen drives,
Smart phones and PCs.

10. THANK YOU