Project on marketing management

1. SRMINSTITUTE OF SCIENCEAND TECHNOLOGY
COLLEGEOF SCIENCE AND HUMANITIES
DEPARTMENTOF COMMERCE
UCM20D01J MARKETING MANAGEMENT

2. CONTENTS
INTRODUCTION
INNOVATIVE PRODUCT
SWOT ANALYSIS
CASE STUDY 1
CASE STUDY 2
MARKET SURVEY
CASE STUDY 3
NEW PRODUCT DEVELOPMENT
PRICING
PACKAGING
LABELLING
BRANDING & LOGO
PROMOTION- ADVERTISING
CHANNELS OF DISTRIBUTION
FILING A PATENT
FILING A TRDEMARK
COMFAZAR
EATOUT
APPENDIX

3. My product has a yearly social media planner known as The 2021 Social Media Diary & Planner
which is PACKED with key dates, planning templates and checklists that will help you create content
that generates incredible engagement AND helps you secure your required goals.
• A week-to-view diary spread with space to plan your content across different platforms
• Hundreds of key dates and awareness days
• Templates and checklists for annual, monthly and daily planning
• Year- to-view calendars for 2021/2022
INNOVATIVE PRODUCT

4. SWOT ANALYSIS OF TATA MOTORS

5. CASE STUDIES
• My view on the case studies
• 1.Marketing environment– GOOGLE
• 2. Market segmentation- UNDER ARMOUR

6. MARKETING ENVIRONMENT- GOOGLE
• Operating HR is a field of science at Google. They are constantly
experimenting and innovating to find the best way to satisfy employees and
to help them work effectively.
• Google made an important acquisition to buy YouTube. YouTube has grown
to become the world’s largest online video sharing service
• Every company wants to hire talented people to work for them, realizing
this impact, Google created a distinctive corporate culture when the
company attracted people from prestigious colleges around the world.
• The role of flow and building capacity for innovation, flow is the movement
of information or equipment between departments, office groups, or
organizations, flow plays a role in getting stakeholders involved in working
creatively and innovatively. Definitely, Google gets it done very well.
• Most highlights of this study show Google’s proficiency in handling their
internal marketing environment.

7. MARKET SEGMENTATION- UNDER ARMOUR
• Market segmentation is a marketing strategy that involves dividing a
wise target market into smaller groups of consumers, who have
similar needs and desires. After putting these consumers in smaller
groups, the company must then start implanting strategies to target
the consumer’s needs and desires using media channels to allow
them to reach the consumers.
• Under Armour is targeting the population of people who are looking
to stay fit and stay in shape. Initially Under Armour was targeting
younger athletes, more so at the collegiate level. However, as their
company has grown they have expanded their target market to
include men, women and children of all ages. Due to the fact that
their products happen to be more expensive than some competitors,
they target consumers who are more financially stable and have
higher incomes.

8. MARKET SURVEY AND
CUSTOMER RELATIONSHIP

9. MARKET SURVEY:
MARKET SURVEY IS THE SURVEY RESEARCH AND
ANALYSIS OF THE MARKET FOR A PARTICULAR
PRODUCT/SERVICE.

10. INTRODUCTION:
• A SURVEY ON PEOPLE’S MUSIC STREAMING HABITS, CHOICES
AND VIEWS.
• I HAVE RECEIVED INTERESTING ANSWERS FROM DIFFERENT
PEOPLE.
• I AM VERY MUCH THANKFUL FOR YOUR COOPERATION.
AND, HERE IT GOES………

11. QUESTIONS ASKED
Do you listen to music/podcasts?
which music streaming platform do you prefer
Which plan are you currently using?
Are you satisfied with the free version?
Are you comfortable with the repeated ads in the free version?
which plan would you prefer
How much friendly are the prices?
How much would you prefer to pay
Which feature or attribute do you prefer
Any feature or suggestion?

12. Q1. Do you listen to music / podcasts?

13. Q2. which music streaming platform do you prefer

14. Q3. Which plan are you currently using?

15. Q4. Are you satisfied with the free version?

16. Q5. Are you comfortable with the repeated ads in
the free version?

17. Q6. which plan would you prefer

18. Q7. How much friendly are the prices?

19. Q8. How much would you prefer to pay

20. Q9. Which feature or attribute do you prefer

21. Q10. Any feature or suggestion?

22. CUSTOMER RELATIONSHIP
• CUSTOMER RELATIONS ARE THE RELATIONSHIPS THAT A
BUSINESS HAS WITH ITS CUTOMERS AND THE WAY IN WHICH IT
TREATS THEM.
• GOOD CUSTOMER RELATION REQUIRES COURTESY,
PROFESSIONALISM AND EFFECTIVE RESPONSE.
• CUSTOMER RELATION IS THE DEPARTMENT WITH IN A COMPANY
THAT DEALS WITH COMPLAINS FROM THE CUSTOMERS.
• CUSTOMER RELATIONSHIP WITH MY MARKET SURVEY IS AS
FOLLOWS:

23. CUSTOMER RELATIONSHIP WITH MY
SURVEY:
1. Its a growing and rapidly increasing market.
2. Major competitors in India: YouTube, spotify and wynk music
3. A major portion of the population uses the free version
4. free version: somewhat satisfying
greatly uncomfortable because of ads.
a new feature-
o regular customers with most streams will be offered free membership for a limited period of time.
o Offering a limited no. of downloads in the free version. A set no of caller tune for free version and unlimited
for subscribers.
o Curating personalized playlists based on listening history & artists they follow.
o It is most likely that after the free membership they will buy a subscription
o cost reduction
o streaming quality plays an important role
o Attracting new customers and retaining the old customers is also important to ensure growth

24. MY INDIA PROJECT
TOPIC: HUMAN DEVELOPMENT INDEX
why I chose this topic?
• Why India remains behind in the various aspects of human
development
Contents to be included
• Introduction
• Comparing the past and current trends of data
• To understand the policies related to slums, rehabilitation ,etc.
• Possible solution

25. Product name: PAPER SAVER
My product has a yearly social media
planner known as PAPER SAVER which is
packed with key dates, planning
templates and checklists that will help
you create content that generates
incredible engagement and helps you
secure your required goals.

27. NEW PRODUCT
DEVELOPMENT

28. How the idea generated
• Popularized by American social media influencers, a
planner is a small diary, which helps you keep track of
anything you want.
• Time management is one of the main reasons people
buy planners.
• While physical diary and planners can get lost, an e-
planner is much more convenient to use and carry.

29. Reason for choosing this product
• Prioritize and plan your tasks before working on them
• Students, employees or anyone can use it to keep their work
well organized
• Helps in tracking progress.
• helps in avoiding overlapping of tasks or forgetting them.
• A planner comes handy to remind you to complete your tasks
on time

30. There are two ways to enter into this
business
BRICK & MORTAR MODEL
• find a spot in a high-traffic area.
• great way to gain exposure and new
customers.
• higher costs associated with operating a
physical store (i.e. - employees, rent,
utilities, etc.)
• Customers can touch, feel, and see the
product they're buying.
ecommerce
• exposed to the entire world, versus just
one local area.
• Rather than depending on foot traffic,
have all the tools at your disposal to
create exposure for your store online.
• much lower costs to operate - fewer
employees, you can operate from your
home
• need to invest marketing money upfront
in order to promote your store to the
right audience.
I HAVE CHOSEN THE ECOMMERCE MODEL

31. Design A Prototype
The initial designing can be done by using simple tools like adobe
InDesign and Procreate, an iOS-based app, among others, are the most
used designing tools.

32. • Turning the vision into a digital reality

33. FEARURES OF PRODUCT
• A week-to-view diary spread with space to plan your content across different
platforms
• Hundreds of key dates and awareness days
• Templates and checklists for annual, monthly and daily planning
• Year- to-view calendars for 2021/2022
• Daily planners and to-do lists
• Space for journaling thoughts and ideas
• Linked to other apps and applications

34. PRICING

35. Website 20,000
App hosting & maintenance 30,000
Online data storage 3,500
Business email hosting service 400
Software expenses 11,000
IT support 10,000
Advertising and marketing 50,000
Credit card processing fees 4,000
Particulars ₹
MRP for 1 planner: ₹800 - ₹1000

36. PACKAGING

37. The app icon:

38. An e-product doesn’t have a typical label that physical products have, but the information given
on a label can be found while downloading the app from play store/app store or on the website

40. BRANDING

41. PROMOTION
• Facebook Advertising - Facebook is the best for lead generation + capturing
email addresses for e-commerce businesses.
• Instagram Advertising - Instagram ads are best for linking to a product page
or landing page and reaches the 18-29 age group most effectively.
• Twitter Advertising- Small businesses typically use twitter ads to drive brand
awareness
• Pinterest Advertising - Pinterest is great for promoting products without
"promoted". The promoted pins have a way of blending right in.
• LinkedIn Advertising - 227 million monthly users and is geared towards the
B2B market and generates the highest quality leads. Great platform for
recruiters, high-end products and services that will help businesses

42. CHANNELS OF DISTRIBUTION
Go to play store/ app store
Download the ‘paper saver’ app
Go to the official website
Register for free
Browse and select your planner
Proceed for payment
Now start using the planner!!

43. FILING A PATENT
PROCESS
• Filing a patent application in the Indian Patent Office is the first step towards securing a patent to
your invention in India. To file a patent application, a set of forms has to be submitted to the
patent office.
• It can be filed both online and offline
• Indian patent offices are located at Delhi, Kolkata, Mumbai and Chennai. The patent application
has to be filed in the appropriate office based on your/your company’s location.
• To file a patent application, you will have to submit form 1, form 2, form 3 and form 5.
Subsequent to filing these forms with the appropriate fees, you will receive a patent application
number from the patent office.
• Form 1 – Application for Grant of Patent
• As the name suggests, this form is an application for grant of patent in India. In this form, you
will have to furnish information, such as, name and address of the inventor(s), name and address
of the applicant(s), information corresponding to prior patent applications relating to the current
invention, which you or any authorized entity has filed, and some declarations, among other
information.
• A local communication address (address in India) has to be provided. This point is of importance
to foreign (Non-Indian) applicants.

46. FILING A TRADEMARK
• Firstly, decide upon whether we want to register a device, word mark, color, shape of goods,
sound mark and dimension.
• Identify the business of the applicant. There are 45 classes in which we can register our
trademark. We can go for registration in a single and multiple classes as well.
• Thirdly, identify the trademark class in which the business of the applicant falls.
• Conduct a public search as to whether there is any other existing mark that resembles or is
similar to our mark on http://ipindiaonline.gov.in/tmrpublicsearch/frmmain.aspx.
• Once we are satisfied that there is no similar mark registered as on date, then an online or offline
application for registration can be filed in Form TM-A using Attorney/Agent Code only.
• The following documents/information shall be required handy while filing Form TM-A:
Name of the applicant
Address of the applicant
Phone number and E-maid ID
Legal status in case the applicant is an entity.
Prior user affidavit (if applicable)
Letter of authorization in case the application is being filed online.