The document introduces a new smart briefcase called the S2 briefcase. It is an all-in-one briefcase that offers security, functionality and gadget handling features like biometric locking, GPS tracking, and charging ports. The briefcase aims to capture 25-30% of the luggage market share by providing best-in-class products and becoming a well-known brand with maximum consumer trust. A marketing plan is proposed to promote the S2 briefcase and increase awareness and sales.

1. GROUP-B
Shivani Pandey
Aatish Raj
Tarun Bhatt
Ashutosh Vyas
Surinder Singh
Ankit Boratkar

2. Introduced a new category and have
bought a new product that is S2
briefcase cum suitcase which is all in one
briefcase.
We’ve all been seeing this cool briefcases in
spy films.
So we came up with this idea to build a flashy
briefcase packed with all the indispensable
technologies required by today’s professional
road warriors.
It’s truly one-of-a-kind. Offering
more than just security and
functionality.
Company Purpose

3. +

4. Helps
in
Gadget
Handling
Charging their mobiles while on journey need not
to worry now.Can keep all things under safety due to biometric
Theft buzzer and GPS tracker provide more
security

5. The lock will open by your finger print.
Helps in tracking
Charging Ports
Lock after disconnectivity
For Connectivity
Act as alarm

7. Cover upto 25-30% of market share.Best-in-class products.Be well known brand.
V
I
S
I
O
N
C
O
M
P
A
N
Y
S
TOHave max consumers trust.

8. Marketing Objectives
 The Marketing objective is to increase the awareness and
need of the smart S2 briefcase and increase the sales
consequently
 To promote the use of one digital solution for travelling
instead of carryings digital gadgets for all the needs while
travelling.

9. The policies
of the Indian
govt. are in
favor of
promoting
tech-friendly
environment
.
(Making
India Digital)
India’s growth
rate currently
is good i.e.
and the
earnings of
the people
are growing.
So , There is a
good
economic
situation for
the product to
grow.
The
tremendous
growth of
liking of
gadgets
provides a
environment
for the digital
briefcase to
grow.
The
awareness of
people
regarding the
conservation
of energy and
other
resources can
provide the
briefcase an
edge.
Since political
support is
there due to
digital India
scheme there
will be no
legal
restriction
towards this
product
Since all
people are
moving
towards smart
technologies
so the
restriction
from society
will be
negligible.
Political SocialLegalTechnologicalEconomical Ecological
PESTEL
ANALYSIS

10. Market Analysis
•Market share of luggage industries in our country
is 26.07%
•Brand awareness of smart briefs is 2-3%
•Online growth of luggage is 68.09%

11. Tech
driven,
affordable
Push and pull
and
psychological
Cool and
trendy
Business
Traveler
S2
Briefcase

14. Weakness
• People in India generally don’t adapt with
new technology.
Strength
• High security
• Techno friendly
• Easy carry (light weight)
Opportunity
• Max population in todays generation are
youth and techno. dependent will be
attracted towards the product.
Threat
• Technology changes

15. The main frame of the briefcase would be outsourced from VIP
The digitization of the briefcase would be done at the production
facility which requires :-
• Biometric sensors
• Bluetooth receiver
• Weight sensors
• Digital Displays
• LED Display screen
• Lithium-Ion Polymer

16. Total cost
Solar panel-500*100= 50000
li-ion polymer battery =1000*1000= 1000000
Biometric lock=2000*1000= 2000000
Bluetooth=500*1000= 500000
GPS=1000*1000= 1000000
Weighing machine=200*1000= 200000
Fiber material=2000*1000= 2000000
fixed cost=100000 100000
miscellaneous expenses
App- 10000
Usb port-10*1000= 10000
USB cable-25*1000= 25000
Tyers-1200*1000= 1200000
Teflon coating-50*1000= 50000
Printing and designing-100*1000= 100000
8064000

17. Total Cost
Company
margin
Company
Margin %
Disty
Price
disty
Margin
disty
Margin
%
Dealer
Price
Dealer
Margin
Dealer
Margin
%
RRP/
MRP
(INR) (INR) % (INR) (INR) % (INR) (INR) % (INR)
8064 5615.09 41.05% 13679.09 569.96 4.00% 14249.05 749.95 5.00% 14999

19. Basis Business Traveler Vacation Traveler
Business cool
Business
practical
Baby
boomers
Senior
Young
families
Youth cool
Age 30-35 30-50 45-65 65+ 30-45 20-30
Sex M/F M/F M/F M/F M/F M/F
Income High High Med/High Med Med/High Med/High
Technology Familiarity High High Med/High Low High High
Product Category
Experience
High High Low Low High High
Price sensitivity Low Low/med `Med High Low Low
Segment attractiveness High High Low Low/med High High
Market Share(%) 30 25 15 5 15 10

20. Business
Cool
TARGET MARKET

21. PERCEPTUAL MAP
Low
Price
High
Price
Smart
Non-Smart

22. •Pockets available for gadgets
•Light weight
Point Of Parity
•Charging point
•Weight calculator
Point Of Difference

23. The smart S2 briefcase would be available with the online retailers including
Flipkart , Amazon and Snapdeal etc.
The S2 briefcase would be made available in the supermarkets in the Metro
cities.
In addition , the S2 briefcase would be made available in cities like Bangalore ,
Ahmadabad , Pune and other cities which have become a prominent place for
businesses to set up their offices to target the business travellers
The S2 briefcase would be later on launched in all the cities which show a scope
of business opportunity.

24.  The first 100 customers will be offered a extended warranty of
2 years in addition to the warranty of 1 year , which is a
lucrative deal to takeaway
 The next 200 customers will be offered a special discount on
the S2 briefcase
 Also , Among the first 300 customers , A lucky draw will be
taken out and the winner would win an gift Voucher Rs2000

25. The price of the S2 briefcase is Rs 14,999 inclusive of all taxes ,
which includes
The S2 briefcase
 Battery charger
 Teflon coating for extra protection and shine
 Extra pair of LED lights for the weight sensor

26. Launch Plan

28. Advertisement
Radio TV
Print
media
Outdoor Digital
Make Best Tag Line
Best Tag
Line
2000 RS
Voucher
S2B & TV
Commercial
3 Runner-up Winner