Gamma, Group 7

Hive
Making your life easy, one switch at a time.
 What is Hive ?
Hive is a company which offers home automation solutions.

Home + Alive
‘Hive’
Project proposal

With years of experience in the home automation industry, the founders of

Hive bring to you a range of home automation devices which promises to
make your life easier and have you feeling like Tony Stark.

Well, almost !

The home automation industry has been long plagues by issues like
installation duration and complexity, inferior build quality and lack of
integration between devices.

Hive, a high end home automation brand aims to eliminate these problems
and take the modern home into the future.
 Segmentation, Targeting and Positioning

The ideal city to start the marketing campaign has been identified as
Bengaluru due to it’s favorable demography

Segment Target Positioning

Improve quality
Age 25+
of life

High end
Profession IT/Engineer
technology

Middle and
Household
Upper class Social status
Classes
households
 Cost analysis
Income above 25000- 15.8%
Income above 1.5 L per month- 18%
Actual target customer= 2.844%
Total population= 8430000
Target customer=239749
Number of household=79916
Product cost= 9999
Market size= 79916 * 9999= 799080084 ( 79.9 crore )
Penetration rate= 7.5%
Projected sales in 1st year= 59931006 ( 5.99 cr)

Reference-
•alliedmarketreaserch.com
•marketsandmarts.com
•globeneswire.com
 Size and environment of industry

Internationally, it is a Threat of new entrants Bargaining Power of buyers

$3.3bn market High. International players like
google and amazon may
develop products that have
similar functionality.
Low. The buyers would
understand that Hive devices
are the easiest to use and are
one of a kind.

Competitive
Rivalry
Medium.
In India, the market
Bargaining power of suppliers Threat of substitutes
is expected to
Low. Most of the components Medium. The biggest competitor
outpace the rest of that make up the device are in the market is Firefly 2.1 which
the world and grow sourced from China and can lags behind in features and
easily be bought from a functionality
to a size of $8bn by different supplier
2024.*
 Why are we better?

Other devices like firefly 2.1 that provide similar services are characterized by a long duration of
installation and the need to rewire the entire switchboard. Installing each Hive device in a home
typically takes as much time as it takes a pot of rice to cook. Installing a Hive device is as simple as
peeling off a sticker and sticking the device on the wall, oh wait, that’s exactly what you have
to do !

• Easy to install
Hive Devices

• Requires

Firefly 2.1
• App and voice installation by an
control enabled installation
• Better security executive
features • Security features
• Wider control of outdated
the home • Can control a
couple of lights
and a fan.
 Our products
The Hive product line consists of a wide variety of devices to
automate any household.

Automated
Automated
fan speed
switches
regulators

Ambient light Automated

sensors and natural light
controllers controller

Automated
temperature
regulator
Smartphone interface for Hive devices

The Hive system

connects to any
smartphone.

The user is
provided with a
unique pin with
which he can
connect the app
to Hive devices.

The app offers a

seamless UI with
status indicators
for all the
devices. It can be
controlled via
touch or voice.
Marketing plan

At the outset, we would like to start by targeting the IT

hub of the country, Bengaluru.

Experiential
marketing
through
Hive pop
up rooms.

These rooms
will allow
people to
experience
Hive home
automation.
 Limited
edition Hive
devices with
the capability
to speak basic
sentences will
be sold to the
first few
Billboards and customers
hoardings will
be put up in
the Industrial
area and near
the airport.

This will
generate
maximum
visibility
among the
target segment.
Advertisements
 Thank You !

Abhishek Raiwani 10
Progya Paromita Mondal 8
Injeti Anudeep 9
Prem Kumar Yadav 7
Kaushal Kumar Verma 6
Rohit Kumar Patra 5