SUNSHINE PVT. LTD.

Marketing Plan on Elixir

Submitted By: Facilitator: Prof. Nilamadhab Mohanty

Mritunjay Garain (110087)

Nishant Jha (110089)

Nishant Gupta (110088)

Rajnish Kumar (110097)

Shashank Shekhar (110105)

Sudhanshu Shekhar (110108)

Suraj Kumar (110110)

Prashant Kumar (110093)

Executive Summary:

Our product Elixir is a Smart connected Water Purifier which is ecofriendly to provide pure,
clean and healthy water.
Elixir is the first of its kind Smart Water Purifier that purifies and enhances water through a two
way process. In first Step: it purifies water through distillation-based method and then, in second
step, it makes it healthy by enhancing it with essential minerals.
The need for installing a water purifier is unquestionable. With numerous kinds of pollutants, a
water purifier has become crucial for every household. Elixir provides pure water, with added
minerals, so that you get pure and healthy drinking water.
Elixir provides world’s most sophisticated water purifier with a futuristic double purification
technology. The water purifiers use double purification to combine reverse osmosis, UV or UF in
multistage filtration process.
Elixir a bran-new in the water purifier industry provides you the innovative water purifier with
IOT enabled, smart indicators and backed by smart technology. Your water and your health, both
are in safe hands with our robust mechanism of filter health information and service support on
your mobile application.

The Business:

Business Name: Sunshine Pvt Ltd.

Business Structure: Manufacturing Industry.
Business Location: Pan India

Product/Service:
Elixir Water Purifier

The Future

Vision statement

To become the market leader in smart eco-friendly water purifier and expand our business

globally.
Goals/objectives

To design and launch Smart connected Water Purifier which is eco-friendly to provide pure,clean

and healthy water.

The Market

Target market

We are targeting household and corporates who want water purifier that works smartly.

Marketing strategy:

We will use effective advertisement in form of social media platforms (Facebook, YouTube) etc.

that will draw the attention of customers to use our product after the launch in the market. To

encourage the potential customers to buy the product we will provide promotional offers such as

Zero interest EMI’s or discount in the initial stage. This will motivate the customers to give a try

for the product and service which will be a new experience.

Product/services

Product/services table

We are offering a single type of product with different variants.

S.No Capacity(Litre) Target Audience Price

1 11 Household Rs. 17999/-

2 20 Large Household & Small Rs. 19999/-

Corporate Houses

3 25 Large Corporate Houses Rs. 21999/-

Market position:

Our product is a premium product with smart connected features.

Unique selling position:

USP of our product is the technology associated with the water purifier.

The product will be available to the target customers at favorable places at a given time.

Pricing strategy

We are following a premium pricing policy for our product as it is having various smart features.

The pricing is high if compared to other competitors but the value proposition of the product is

very good. EMI option available for the middle income group.

Value to customer

The value which customers expect from Elixir is to have pure, safe, and healthy water with smart

control of the purifier through mobile application and various other smart features with eco-

friendly in nature.

Growth potential

Transparency Market Research’s forecast says that the Indian water purifier market will be worth $4.1

billion by 2024. Demand for affordable and pure water will ensure swift uptake of water purifiers.

According to Transparency Market Research, the market for water purifiers has gained immense

traction in recent years due to an awakening towards healthier living and the dearth of sources of

potable water has made the usage of water purifiers indispensable. Also, contamination of water bodies

and depletion of fresh water resources has made water purification systems a dire need.
The Market

Unique selling position:

USP of our product is:

 Smart connected features as per latest trends.

 Eco-friendly

Your customers/clients:

Households and Corporates.

Customer demographics

 Income - upper middle and high income group.

 Age group – Young, middle and old age group people.
 Lifestyle – Hygiene and health conscious people, Tech savvy
 Gender- All genders

Key customers

Our key customers will be Young tech oriented people and health conscious people who find

Elixir as Smart connected and Eco-friendly water purifier as per latest technology. Also upper

middle and high income group people will be targeted as they can afford the price of water

purifier.

Customer management

We will use relationship management technique for managing company’s interaction with

customers. It will involve customer feedbacks by the help of questionnaires and qualitative

measures. Customers can write to us if they have any suggestions, business proposals, queries

and complaints. We would love to hear from our customers.

Marketing strategy:
The main objective of our marketing strategy is to inform, remind, and persuade customers to

use our products and to attract new buyers. Also building the brand value by creating a positive

perception in the minds of customers to increase the consumer base.

Marketing activity/milestone:

Digital Marketing – through social networking sites, commercial websites.

Print Media – through Pamphlets in Newspaper, Hoarding and Banners.

Media release – through newspaper.

Branding – Branding Product Name “Elixir” which means “the liquid that cure all ills”

according to Greek mythology and symbolize a clear liquid with essence of purity.

Person responsible: Marketing Department

Advertising & sales

Planned promotion / advertising type:

We have used various ways of advertisements for our product water purifier such as Digital

media advertising. Print media advertising that includes newspaper and hoardings, radio etc. has

also been used for the promotional purpose. Other than these promotional events will be

conducted.

Promotional strategy:
We have selected these ways of advertisement as these are cheaper mode of promotion.

Especially, digital media is been focused to draw the attention of youth as they are techno

friendly.

Expected business improvements:

These advertisement techniques can lead to the business success as these modes of advertisement

are effective enough to get a good consumer base. The digital media will attract more number of

young individuals.

Cost:
Radio 35000
Newspaper 125000
Digital Marketing 480000
Mail Out 120000
Events 170000
Sales and distribution channels

Channel type: Hybrid channels are used to fetch different types of customer. Shops front will be

occupied so that consumers can easily purchase our product.

Products/services: Elixir is a smart connected eco-friendly water purifier.

Marketing Budget [year] table

 D
Ite MA APR MA JUN JUL AU SEP NO
JAN FEB OCT E
m R IL Y E Y G T V
C
MARK
ETING
PROM
OTION
Radio
500 500 500 500 500 50
advertisi 5000
0 0 0 0 0 00
ng
Televisio
n advert
Print
150 150 100 100 200 200 200 1500
advertisi
00 00 00 00 00 00 00 0
ng
Online
400 400 400 400 400 400 400 400 400 400 400 4000
advertisi
00 00 00 00 00 00 00 00 00 00 00 0
ng
Web
search
optimiza
tion
100 100 100 100 100 100 100 100 100 100 100 1000
mail outs
00 00 00 00 00 00 00 00 00 00 00 0
Giveawa
y
500 700 500
Events
00 00 00
Branding
and
artwork
Merchan
dising
Publicati
ons
Catalogu
es
Others
Marketi
ng 130 650 500 550 500 500 140 500 500 100 300 8500
promoti 000 00 00 00 00 00 000 00 00 000 00 0
on total
Others
200 20,0
Research
00 00
200
Travel
00
Postage
Administ
ration
Incidenta 400