GROUP-BShivani Pandey

Aatish Raj

Tarun Bhatt

Ashutosh Vyas

Surinder Singh

Ankit Boratkar

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

+

Helps in

Gadget Handling

Charging their mobiles while on journey need not to worry now.Can keep all things under safety due to biometric lockTheft buzzer and GPS tracker provide more security

The lock will open by your finger print.

Helps in tracking

Charging Ports

Lock after disconnectivity

For Connectivity

Act as alarm

Cover upto 25-30% of market share.Best-in-class products.Be well known brand.

VISION

COMPANYS

TOHave max consumers trust.

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.

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

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%

Tech driven,

affordable

Push and pull and

psychological

Cool and trendy

Business Traveler

S2 Briefcase

• Inventory/Working Capital• Supplier Relationships• Supply Chain Risk Management

1.MAJOR ISSUE FACE BY INDUSTRY

• HIGH SECURITY• GADGET HANDELING

2. CRITICAL SUCCESS FACTORS

• Update technology• Budget• Huge competition by brands

3. FUTURE CHALLENGES

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

The main frame of the briefcase would be outsourced from VIPThe 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

RESOURCE REQUIREMENTS

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- 10000Usb port-10*1000= 10000USB cable-25*1000= 25000Tyers-1200*1000= 1200000Teflon coating-50*1000= 50000Printing and designing-100*1000= 100000

8064000

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

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

Business Cool

TARGET MARKET

PERCEPTUAL MAP

Low Price

High Price

Smart

Non-Smart

• Pockets available for gadgets• Light weight

Point Of Parity

• Charging point• Weight calculator

Point Of Difference

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.

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

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

Price

Launch Plan

Advertisement

Radio TV Print media Outdoor Digital

Make Best Tag Line

Best Tag Line

2000 RS Voucher

S2B & TV Commercial

3 Runner-up Winner