Voice Controlled Systems

SWA (Simple Work Automated) ELECTRONICS -VCS (Voice Controlled Systems)

Prepared by, -Abhishek Gupta (11 DCP 055) -Adeshwar Raja (11 DCP 056) -Sashikanth (11 DCP 095) -Vijay Kumar Venna (11 DCP 102)
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Contents
SCANNING THE MARKETING ENVIRONMENT ......................................................................................... 3 OPPORTUNITIES .................................................................................................................................. 3 THREATS .............................................................................................................................................. 4 CONSUMER BEHAVIOR ........................................................................................................................... 5 MARKET SEGMENTATION ....................................................................................................................... 7 MARKET TARGETING ............................................................................................................................. 10 MARKET POSITIONING: ......................................................................................................................... 11 DIFFERENTIATION ................................................................................................................................. 15 PRODUCT LIFE CYCLE ............................................................................................................................ 19 PRODUCT .............................................................................................................................................. 21 PRICING ................................................................................................................................................. 22 PROMOTION ......................................................................................................................................... 25 PLACING ................................................................................................................................................ 27 IMPLEMENTATION ................................................................................................................................ 28

Home Automation was once just reserved for high-end luxury homes, home automation are now a regular feature in residences. These networks allow users to consolidate heating, air conditioning, lighting, appliances, and entertainment, intercom, telecommunication, and surveillance and security systems into an easy-to-operate unified network. Interactive applications operated by voice recognition, for example integrated door security systems and the ability to control home appliances, and are key features of home automation networks. This interactive capability depends on high-quality voice processing technology, including acoustic echo cancellation, low signal distortion and noise reduction techniques. Our home automation system is also scalable to allow future evolution, flexible to support field upgrades, interactive, easy-to-use, cost-efficient and reliable. We describe our efforts towards introducing a simple speech recognition system for voice control of intelligent houses. Introduction to intelligent house environment is given with focus on elderly and disabled people. We also analyse the use of automatic speech recognition in such environments.

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SCANNING THE MARKETING ENVIRONMENT
VOICE PROCESSING IN HOME AUTOMATION:

The home automation market is moving beyond high-end luxury homes to target the mainstream consumer. Even in its infancy, researchers estimate the market is worth over $ 2 billion. In Asia, Europe and North America the home automation market is growing at an average of 10% per year In India alone, demand for home automation systems is expected to double by 2012 to create a $0.25 billion market. As the market and technology matures, high-quality voice processing performance becomes increasingly important for home automation and security applications. Voice is an enabling technology that unifies the home network and is used to control appliances, telecommunication, security and entertainment equipment. End users are also more comfortable communicating with a human voice, rather than interacting with a machine.

An automated home can be a very simple grouping of controls, or it can be heavily automated where any appliance that is plugged into electrical power is remotely controlled. Costs mainly include equipment, components, and custom installation. Ongoing costs include electricity to run the control systems, maintenance costs for the control and networking systems, including troubleshooting, and eventual cost of upgrading as standards change. Increased complexity may also increase maintenance costs for networked devices.

OPPORTUNITIES
Nowadays builders are looking for some extra feature and value to offer to their customer to make their flats more lucrative and attractive. Hence we can contact Builders and construction companies to install our system in the newly coming apartments. Suppose the patient in hospital room is alone and might wants to switch off AC. The patient has difficulty in walking, and then here is an opportunity for us to fit our product in the private rooms of hospital. The people with luxury homes are always looking for an extra feature on which they can boast in front of guests, now again here comes an opportunity for us to offer our product to them. Even this Voice control system will help a lot to old members of the family as they are also having difficulty in walking. When a customer goes into an apparel shop then salesman switch on some extra light, because a good lightening gives a better impression on customer. To switch on lights the salesman has to go the other end of the shop. There is an opportunity for us to install our product in shops and showrooms. Today there is hectic competition among hotels, and we can contact hotels mainly 2 star and 3 star as they can install our voice control system in their rooms. It will add on luxury, style, comfort and their guests will be feel privileged by controlling lights and AC through Voice command.

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When one goes to a studio for a snap then they find that photographer switch on and off lights again and again according to the requirement of snap. In this case we can offer our product there because it will help photographer controlling lights just by voice. Mostly all automation system available in market require either PC, Laptop or mobile phone to operate, which becomes expensive, but our product require none. If your battery of mobile or laptop is not charged then that system is useless but we have an adage here as we dont require it.

THREATS
In future if an advanced alternative come up in the market. If Competitor reduces the price of their product then we may also have to think for it. If the recession comes and upcoming new construction in India slows down then our sale will also decline.

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CONSUMER BEHAVIOR
Consumers believe that speech recognition will be able to minimize most of the problems and give a lot of convenience and ease. They agree that it can be used in a house with elderly or disabled people, to control different devices. The present solutions in the market are usually suffering by one of the following problems: They are very complex and expensive. Reliable systems require a large microphone array, speaker localization, echo cancellation, noise filtering and several other advanced techniques. Such complex systems are still more in a research state than reality today. Consumer takes it as a product of High involvement. End Users are concerned about after sales service.

CONSUMER DECISION MAKING PROCESS: NEED RECOGNITION: If your parent or grandparent are watching television and they feel cold or they want to switch on light then there is no need to go to switch board they can simply say AC Off or Lights On. Elderly people having difficulty in walking Sleeping and want to go out Patients in Hospitals and Nursing homes Shops when customer comes, sales man switches on some extra light. Give you a sense of superiority and style

SEARCHING OF ALTERNATIVES/COMPETITION: Motion sensors available in market they switch on the lights if a person walk in and switch off once he moves out. Automatic cut off in ACs Home automation with the help of mobile Home automation with the help of PC

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EVALUATION OF ALTERNATIVES: Mobile and PC Automation are costly and for both PC and mobile we need battery backup if your battery is not charged then it will not work. Motion sensors are very costly and for a complete different segment , their maintenance cost is also very high Our product is multipurpose and controls lights, fan, AC, refrigerator, Mixer.

PURCHASE: PURCHASE INTENTION: The consumer will preferred the product which gives him maximum utility and our product can be used for various purposes and it is a value for money.

PURCHASE DECISION:

Just Say and Get it done philosophy will work for us. The customer will be attracted from the relatives & friends praise about the product. The product has a feature to Show Off, to boost.

POST PURCHASE: Will call to customer within 24 hours of purchase for thanking them and assure them that we are here to serve you. Give them the customer care no. again on call itself (anyway it will be written on product itself) but by calling them will give a feeling of trust.

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MARKET SEGMENTATION
PURPOSE OF MARKETING SEGMENTATION: To understand the various segmentation criteria that can be used by our company, to know the segments to which the prospective or potential customers belong to. Since this a relatively new product that will be launched on a retail basis in the country the Segmentation plays a very vital role. On the basis of Segmentation, we can then decide on targeting the particular segment on which the focus of marketing should be shifted to. Once the targeting of the various segmentation groups are done, we can decide upon the various strategies we can imply on our target segments so as to create awareness about the product and hence maximise sales and in return reap the profits.

BASES OF MARKETING SEGMENTATION: GEOGRAPHY: Based on the geographical distance of a consumer from our branch office or service center points, the markets can be segmented into the following categories, ZONE 1: Consumers house/business points within 25 Kms. radius ZONE 2: Consumers house/business points between 25 Kms. and 50 Kms. radius ZONE 3: Consumers house/business points greater than 50 Kms. radius

DEMOGRAPHIC: AGE: Based on the Age of a person we can segment the market into the following categories, Age group of people between 20 and 30 years old who are looking to buy their first house with all the amenities pre-fitted in the house. Age group of people between 30 and 40 years old who are also looking to buy their first house or who are ready to make modifications to their existing house. Age group of people above 40 years of age who are ready to make modifications to their existing house or planning to purchase their second house and seeking a bit of luxury and convenience to their lifestyle.

OCCUPATION: Based on the nature of work of people the following segmentation criterias can be used, Working professionals who can understand the utility value of the product Business people who can realise the potential of this product which in return can also develop their own business. Ex. Hotels, Hospitals, Townships etc... 7

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Other companies for whom this product can be a part of their products such that this increases the utility value of their product. This could be established by signing partnership deals, commissions or various other methodologies. Ex. Havells, Anchor etc... Students Other professionals INCOME: Based on the annual income level (In Rupees), we can segment the market into the following categories, People with less than 2 Lakhs per annum. People with earning capacity of 2 to 5 Lakhs per annum People with earning capacity of 5 to 10 Lakhs per annum People with earning capacity greater than 10 Lakhs per annum

PSYCHOLOGICAL: The only Psychological factor that can be considered for our product SAS is the Life Style factor. Based on the life-style of people the market can be classified into the following segments. INDIVIDUAL IDENTITY: People who are seeking an individual identity for themselves and are people who are always forging a sense of self.

BEHAVIORAL: BENEFICIAL: The customer who is looking for our product for a utility value. USER STATUS: A customer who is looking for our product which will showcase his status symbol at large.

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GEOGRAPHIC

<25 Km

25 to 50 Km

>50 Km

DEMOGRAPHIC

AGE

OCCUPATION

INCOME < 2 Lakhs

20 30 YEARS

Working Professionals

30 40 YEARS

Businesses Other Businesses Students Other occupation

2 to 5 Lakhs

5 to 10 Lakhs > 10 Lakhs

>40 YEARS

PSYCHOLOGICAL

BEHAVIOURAL

User Identity

Beneficial

User Status

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MARKET TARGETING
Based on the Marketing Segmentation bases, we will now be targeting some of the specific segments of the market. Some of our Segments we will be targeting in the first year of our business are, People with house/business points less than 25 Kms from our branch office, aged above who are working professionals/business/other occupation with income levels in the range of 2 to 10 Lakhs per annum and are looking forward for a utility value in the product they buy. We will also be targeting consumers/businesses that are trying to create an identity for them and are looking forward to increase their status in the society. CUSTOMIZED MARKETING: GROUP CUSTOMIZATION: Under group customization, we will be targeting some of the specific groups that are running a business or some service oriented industry. For example, HOTELS: We can target some of the 3 Star hotels and offer our product at a discounted price. As most of the rooms would have the same number of lights, fans and ACs, our product can be customized to one particular requirement and the same number can be easily replicated across all the rooms of the same category. Here our product will be looked upon as a luxury element to their business. Apart from the product being looked upon as a luxury element here it will also help the Hotels improve their business. HOSPITALS: Hospitals are one of the most crucial places where our product will be looked upon with a great utility value. It will help the patients who are unable to move from their beds to the switch controls to a great extent. When each of the Hospital rooms are fitted with such a facility the VCS will be customized to a particular set for all the rooms. TOWNSHIPS: We can target some of the townships that are under the construction phase and try to strike a contract with them which will in turn help to boost up their business to a large extent. Since all the houses of a particular price range will be of the same type then the possibility of a group customization will be at ease. Apart from the apartments installing our VCS in their houses, once their customers start to use the facilities of VCS, the word of mouth about our product will also spread. INDIVIDUAL CUSTOMIZATION: Here the company can understand the every house can vary from another in terms of their requirements. So the company targets these group and provides high end customization solutions to each of the houses based on their requirements. 10 IMT DCP 2011 2013

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MARKET POSITIONING:
VCS = CONVENIENCE
BENEFITS/UTILITY: Our product has a high utility value which provides a range of benefits to its users, Customers need not have to get up and search for their AC remotes in the middle of the night to turn off or turn on their ACs. Customers need not have to search for the switch board after entering their house back from work. Ultimate convenience to patients in hospitals to help them in controlling the lights, fans and ACs in a room with minimal strain.

USER: A VCS user looks upon our product as a Status symbol and we will be positioning in the minds of our consumers as a product that can improve ones life style and in turn their status in the society.

PERCEPTUAL MAPS: Assuming that all the Data has been collected by conducting Surveys and other expert opinions are considered from the industry, we will be able to position our product as below. MAPS 1: Before going into positioning our product with relevance to our near competitors, let us see how our competitors have currently positioned themselves in the market. HIGH QUALITY REMOTE CONTROL

MOTION SENSORS

LOW PRICE

HIGH

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From the above positioning of our near competitors we can see that the quality offered by other competitors is on a really very high scale which says that our product has to meet the high quality demands of the market. But on comparing the price with our near competitors the pricing is relatively low for our product and by that strategy we can easily capture majority of the market share.

HIGH QUALITY REMOTE CONTROL VCS

MOTION SENSORS

LOW PRICE

HIGH

LOW

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MAPS 2: Now let us create another set of perceptual maps by comparing the Price and the Convenience of our product with our competitors. Shown from the below perceptual map we can see that how the competitors are positioned in the market.

HIGH

LOW MOTION SENSORS PRICE

CONVENEINCE

HIGH

REMOTE CONTROL

LOW

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From the above positioning of our near competitors we can see that the convenience offered by other competitors is on a low scale. But our product can be positioned with a really very high level of convenience as shown below.

HIGH

CONVENIENCE

VCS

LOW PRICE MOTION SENSORS REMOTE CONTROL

HIGH

LOW

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DIFFERENTIATION
We are differentiating ourselves from the rest of market on two differentiating parameters:-

1. PRODUCT DIFFERENTIATION: we are making our product most preferred in terms of Price and Customization. a. PRICE: Our Product will be value for money. The features we are providing if customers buy it from different service provider than it will be much high. And here we are providing many features at a very nominal rate. b. CUSTOMIZATION: we are providing customers an opportunity that he can select no. of switches he want to automate. We will provide him the automation system accordingly.

2. SERVICE DIFFERENTIAION: we will position our self as leader in providing good delivery and maintenance and repair. a. DELIVERY: we commit to deliver and install the voice control system within 24 hours of placing an order. b. MAINTENANCE DEFAULTER: We will provide one year free maintenance and repair and above it one year warranty also.

Our home automation system is scalable, allowing the end-user to build on the hardware as the needs evolve. It also allows the designer to develop a single platform and spin-off multiple variants to the system without having to redesign the hardware every time.

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DIFFERENTIATION

PRODUCT DIFFERENTIATION

SERVICE DIFFERENTIATION

Price

Customization

Delivery

Maintenance & Repair

IDEA GENERATION AND SCREEING: Through Brain Storming method we identified lack of voice based automated services. After identifying the pain point, we addressed it benefitting the customers. But before addressing it we went through screening of our idea with our HR, Marketing and Product Development teams. Finding that the idea is worth trying we started to build the concept of the product. CONCEPT OF THE PRODUCT: Affordable Luxurious Automation Solutions

RESOURCE IDENTIFICATION: The big problem faced was resource identification. Since it was the first time were entering into business it was very difficult for us to identify the correct suppliers of raw materials. But our MIS cleared that problem by providing a list of different suppliers as well as their maximum supply capability when there comes a time of peak demand. Even reliability and the quality of raw material being supplied along with the cost with which it is supplying played a part in deciding the supplier.

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DESIGN-COST ANALYSIS: After getting hold of the supplier, we approximated the price of VCS and went into the market again with our approximated price as well as product description and found that it was just below the customers expected price.

Learning : Customer Use :

Assessment :

learning
about the product or service

Customer
appreciating the value

Customer is happy,
but wondering if there is a cheaper alternative

TEST MARKETING: We first provided this VCS for many Construction companies main offices, multi-speciality hospitals and townships. In addition to that, we took few shops for rent in different malls. We kept those shops completely dark raising enthusiasm in shoppers minds. We placed an agent at the door to switch on the lights when a shopper is checking over the dark room. He explains the shopper about the concept of VCS and then asks his feedback and suggestions on improvement from their side. The span of this test marketing is ten days, ensuring that most of the time is holiday time.

After this testing, the activities we take care of are Training of sales and services Ramping of manufactures 17 IMT DCP 2011 2013

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Preparation of collateral materials Creation of legal documents like License agreement, user manuals.

COMMERCIALIZATION: We are the prime movers into this market and want to capitalize that advantage. So we launch our product in six major cities of India: Delhi, Mumbai, Bangalore, Hyderabad, Kolkata, Chennai, to play safe. Slowly we started building brand image in the market and tried to increase our sales year after year along with introduction of improved products, new products and even expand to tier-ii cities. But before launching the product we started taking orders in advance. We distribute our products to the consumer directly. PRE-LAUNCH: Before going for launching the product, we defined our objectives clearly. Estimated Sales: Promotional Tools: Launch Channel: Stock for Pre-orders: 1000 units per city for this year Personal Selling & Direct Marketing Print Media & Radio Ensured that we are with enough stock to meet Pre-orders.

Expected Launch Date: Sep 15th, 2011 Launch Goals: Launch Budget: LAUNCH SESSION: After setting launch budget, we checked for the best place for launching. Seeing the pace at which Hyderabads Construction market and townships growing, we decided to launch in Hyderabad to attract that market. POST LAUNCH SESSION: We decided for a post launch review that helps us in improving subsequent launches. We measured the success of our launch in accordance to the performance in different areas like Sales Profit margin Investment Product cost Price ROI Timeline breakdown 18 IMT DCP 2011 2013 To create awareness on our product to 10 lakh population. Rs 30,000.

Voice Controlled Systems

PRODUCT LIFE CYCLE
INTRODUCTION Now our product is in this stage of Product life cycle. During this stage, we are introducing only the basic product. During this stage we are concentrating more on creating awareness and building brand image. We arent expecting huge profits during this stage. Since we are the prime movers and competition is very less, we keep our promotional budget as minimum as possible.

GROWTH STAGE We expect to be in falling into growth stage within a year. When the market of our product starts growing, we will introduce improvised versions of our products. We expect that competitors will start pouring in. To have an edge over them well rationalize our prices depending on the situations at that time. Well start expanding our market into Tier ii cities. At this well be getting more profits. Well start accumulating those profits to use it in later stages. We even start adding superlatives before our product and even change our promotional strategy.

MATURITY STAGE When the sales are stagnant and competition is intense, we identify that our product is into maturity stage. We will come up with a totally improved version which will not only control the On/Off of fans, lights, Acs but only regulates the speeds of fans, Acs. Even we give them a centralized control system i.e., they can control whole building from one single location. Further we give them a control system that can control the functioning of fans, lights, Acs in their houses from a distance of around 2 Kms. We start increasing our promotional budget and start building interest in customers with new improvements in product.

DECLINE STAGE We wont allow our product to fall into decline stage. Well withdraw our product before it falls into decline stage and replace it with an improvised version. If it happens that one of our products gets into this stage, well cut all promotional expenses and expenditure over it and enjoy the maximum profits it can give.

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COMPETITIONAL STRATEGIES Since we are the prime movers, we have no direct competition. But there are indirect competitors like motion sensor and remote control technologies. In order to get an edge over them, we focus on our advantage of better technology and ease of use, in promotional activities. In further stages we increase our distribution network, service capability. In addition well be launching improvised versions without giving much chance for competitors to eye on our market share. If competitor comes up with an advanced technology, we fall back for the time being and come with much more advanced technology. In the mean time, we try to point out the weaknesses of competitors.

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PRODUCT
Our company installs the boards and gives customer the service to control their electrical appliances through voice recognition system as well as the control board fixed where he can install the commands in the initial stage of installation making our product to be intangible and tangible too. Our product will be used by individual customers as well as the industries as the potentials lies where ever electric systems are being used and our target market is also been set accordingly. Initially the product we provide is the unsought good, which needs more promotion for creating awareness to the customer, which gives way for following personal selling promotional strategy. Once the market is aware of the existence of our product our product will be a specialty product. PRODUCT LINE As of now, we have one product coming in two variants: 2 pin board Used for automating two electric appliances. 4 pin board Used for automating four electric appliances. When the company starts achieving its profit targets, we would stretch our product towards higher end appliances with dynamic controls like automating Air-conditioners, Diagnostic center equipments which need price controls. TECHNICAL FEATURES 4 PIN 8 PIN 240 Volts Silicon Micro processor boards

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PRICING
ASSUMPTIONS There are no direct competitors for our product in the market. PRICING OBJECTIVE Our product is an innovative one for all the customers, inducing most of the big potential firms to order our product for the installations. Furthermore, our product is also a business to business product, hence our objective is to get maximum profits (maximum current profit) in the initial growth stage of the product life cycle. We are aiming at providing the best quality product in the market acquiring more attention from the customers who seek for the quality but not the price thus looking forward for product quality leadership. DETERMINING DEMAND There would be a time where the customer want to operate his electrical system without moving from his place such as the hospitals where patients cant move from their bed, diagnostic centre, professional studios where there will be a need to have dark rooms, lighting changes. Also not to forget the individual customer who wants to have technological advantage to control his electric systems by just giving oral commands from the place one is. Hence, the demand for our product is precisely dependent upon the quality we provide for the customers which implies the demand would be less at the initial stages making our pricing strategy being placed at slow skimming. Other major segments would be the construction companies who provide houses for their customers. Here our product could be installed here and the price would be included in their overall house price which would increase business for both our company as well as the construction company. Hotels at 3 Star ranges are other segment where customers would like to have our product installed in their rooms making their stay even more comfortable. It would also give the hotels an advantage over their customers as their business could increase by retaining some of the visiting customers. Such a scenario can create a demand for our product from this segment.

TYPES OF PURCHASES Bulk purchases in the case of hospitals and studios. Individual purchases in the case of individual households.

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PRICING STRATEGY SLOW SKIMMING STRATEGY The more we promote the more costs for the company. Company would go with the directselling strategy for promotions which would result in less promotional cost. Since, we are investing more money on development we would acquire more profits by putting the price of the product high depending on the purchase types. PRESTIGE PRICING STRATEGY Customers look for a product with the best and high quality which is an important factor that a customer would consider while ordering our product. Hence, we would follow the prestige pricing strategy also where in we keep the price of the product high as most of the customers perceive quality is directly related to the price giving more returns for the company.

DIFFERNTIAL PRICING STRATEGY Our potential customers vary from huge firms to the individual customers ordering the product for their home electric systems. This gives a scope of having differential pricings to the company to implement on the product. For the individual orderings we implement the first-degree price discrimination as the price depends upon the scope of electric system that we need to automate thus letting us to implement firstdegree price discrimination. As the bulk orders would cost the company lesser than the individual orders, we would have the second-degree price discrimination.

ESTIMATION OF COST The cost of our product depends on the risk involved, variable costs and fixed costs. Variable costs like the cost of electronic board and electronic components, logistic charges, resources, cost involved in the research and development. Fixed costs being the cost of man-power, rentals, warranty cost, production costs. By considering these factors in estimating the cost, the overall unit cost estimated for our product comes around Rs. 3200/- for 4 pin Rs. 6400/- for 8 pin

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FINAL PRICE We are implementing the target-Return price method for calculating the final price or our product. Target-Return Price = Unit cost + Desired Return * Invested Capital Unit Sales Invested Capital = Rs.1,00,00,000 Desired Return = 4.8 percentage Unit Sales = 6000 units per annum Unit Cost = 3200 Hence, our product would have a final price of Rs. 4000/- for 4 pin Rs. 8000/- for 8 pin We would also give discount up to 20% based on the intensity of bulk orders.

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PROMOTION
PROMOTIONAL OBJECTIVES The product is in the Introduction stage of the product life cycle. We need to make customers aware that the product is available as it was in the latent demand state. Hence the objective of the promotion would be to build awareness among the customers that there is a product which would give them access to control their electric systems through their voice. PROMOTIONS OPPURTNITIES ANALYSIS The potential customers for our product are business people, construction builders, common people, hotels and hospitals. The effective communication strategies to reach out to this potential customers is to promote through having advertisements in newspapers for the common people to get aware of the product, campaigns in the big malls where business people visit more often and practical demonstrations over there, using sales force to push the product to the customers as we are allocating less promotional budgets. Kiosks would be more prominent in promoting the product as they would give the practical demonstration to the customers and plays vital role in building awareness of the product and its utility. We would also have few free-installations in the places like in college auditoriums or in presentation rooms so that when a discussion has to happen, the lights may be put on and when the presentation has to continue then the lights can be put off. Students play vital role in promoting our product by spreading the word of mouth. PROMOTIONAL MIX SALES PROMOTION Merchandising the product would give customers a better idea about the product that we are providing to the market and how it works as it is displayed in the kiosks that we install in the most crowded places like malls, entertainment areas. PERSONAL SELLING This strategy would help us in developing longstanding customer relationships. We could use the personal selling strategy particularly for the targets such as builders where the business would be in large-scale and long lasting. The advantages by using this method are as follows: There is some contact between buyer and seller after the sale so that an ongoing relationship is built. Customer/prospects need specific information which could be for customized installations. The purchase tends to involve large sums of money.

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1) ADVERTISING: The product would be promoted through the ads published in the newspaper. The newspaper media is selected such that the business class customers would read. Hence, the promotions through ads would be done through business week magazines, economic times newspapers. 2) DIRECT MARKETING: Direct selling strategy would be used to our product as it would incorporate less promotional costs and builds the customer relationships. We would directly contact the builders and hospital management to communicate about the product and its utility to make them understand better by getting into face-to-face communication. By this way, we could understand the needs of the customers better and serve them better maintaining our business for long time. 3) WORD OF MOUTH: Most of the customers of the malls would be having the experience of our product displayed in the kiosks installed. As there would be variety of customers getting aware of the product the word of mouth would also be a part of our promotional strategies. The customers of the hotels experience our product that is installed in the hotels and that would be carried to other customers through socio-cultural basis giving word of mouth promotion to our product. Similarly, the houses bought by the customers have the experience and would suggest their relatives and friends promoting our product through word of mouth. In this we can say students normally visiting the malls for recreation would mostly be attracted towards these kiosks and the word of mouth through the students is more powerful as the network among the students is huge in India. PROMOTIONAL BUDGETING Type of Promotion Advertising Direct Marketing Kiosks Newpaper ad Budget 10,00,000 3,00,000 4,00,000 3,00,000

Among several allocation methods used in developing a budget we would be using the all we can afford method as we wanted our promotions to be less. Accordingly, we would allocate the budget for the promotions and design our strategies as implementing the best suited promotional elements and the suitable places to launch the promotions.

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PLACING
OBJECTIVE Our distribution should help make growth & expansion of the business to the product with minimal cost incorporated as we expect high profits and fewer expenses in the initial stage of the product. ANALYSIS Most of the business would be direct-selling and personal selling, hence the distribution we follow would be a one-level distribution channel. We would have our own retails shop which would be the communicator/transporter between the company and the customer. As we are placing our offices in six metropolitan cities, at each city center we would have retail shops that would be placed at the centre of the city which would make it easy for the logistics of the company. We would look for the place where most of the corporate offices are located and place our retail shops making our offices to be in reach for the business people since our target is basically to get bulk orders and get more profits at the initial stage. RETAILING STRATEGY We would maintain the same retails shops to carry out the orders as well as the promotional activities. They would also have man resources who would help for providing services if required such as upgrading the existing system. As our product is in initial stage this strategy would ensure me to have distributional costs minimal as the rent cost would be minimal, transportation would be less. We sell the standard high quality merchandise at high prices with high margins & high volumes. FUNCTIONS HANDLED BY OUR RETAILERS Taking orders from the customers. Handling promotional activities around the city. Providing the service to the existing customers. Maintaining the customer relationship and taking the feedback from the customers.

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IMPLEMENTATION
Having formulated all the marketing strategies our next step will be to constitute a team of professionals to implement our products in the real market. The team will also keep an eye on the sales figures from time and then to ensure the Life Cycle of the product is met in a timely manner. Regular feedbacks will be taken into consideration and the same will be forwarded to the R&D department so that the company can launch new products with more and better features then the earlier releases and the same will be marketed across to the public.

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