Household Safety device_ Marketing Management-2

Pitching a household safety device. Primarily a pitch for marketing of this product

1. COOKING APPLIANCES
SUBMITTED BY: GROUP-10
SECTION –B
KARAN B L -22635
KIRAN -22638
PRAGNA HARISH -22643
SANKETH -22661
SHREYAS R -22663
SINCHANA T R -22664
Marketing
Management-2
Submitted to: Dr. M R
Suresh

2. HOUSEHOLD SAFETY PRODUCT
TECH SAVVY CORP
Thecompanyhaswellestablished
relationswiththereputed
distributors.
WhirlpoolCorporationdealswith
manufacturingandsellingcooking
appliances.Thenameoftheproducts
inwhichadditionalfeaturesare
introducedareMUILTWAYKETTLE
andHHOcookingappliance.
Thecorporationhasbeeninthe
marketformorethan100years.And
nowithasupgraded/improvedthe
existingfeaturesinitsexisting
productsandinnovatednew
product.
Thecompanyhassufficientcashand
capitalreservestomitigateand
managethelossesbeforelaunching
theimprovedproducts.
STAGE-1

3. FOCUS
Technologyisincorporatedcurrentlyinthe
organisationintheaccordingtothekettlewill
almostremainsameexpectfewminorchanges.This
productismainlytargetedforsinglelivingpeople
whohavelessspaceandlesstimetocookfood.
Timeisalsoanotherimportantaspectasitis
electricproductitislesstimeconsuming.Customer
willnothavemuchdifficultiesinusingthisasitis
alreadyknowntopeoplehowtouseanormal
kettle.Distributionswouldalsocontinueinthe
processwithaaddvalueintheproduct.
BACKGROUND
MultiwayisNewtothecompany,Ideagot
generatedkeepinginmindofhostellerorsingle
livingpeoplewhohavelessspaceandtimeto
cookfood.Multiwaykettlewillbealsohandyto
carrysothatitcamebetookevenwhiletraveling.
Itmakestheworkeasyandquick.Therearefew
othersimilarkindsofproductsinthemarketbut
stillwhirlpoolbeingoneoftheleadingcooking
appliancesintheworlddidnotattemptinmaking
innovationintheexitingelectrickettle,soevenif
lateentrytothemarketitwouldcomewithall
theupdatedandfullyfeaturedproduct.
LOREM IPSUM
LOREM IPSUM
FOCUS
BACKGROUND
LOREM
IPSUM
MUILTWAY KETTLE PIC
Objectiveswillbeaccomplishedbyenhancing
ourexistingR&Dcapabilitiesasneededto
generatenewproductsthataretechnically
demonstrablysuperior,producedinternally,and
dependentsolelyonoutsidesourcesinan
emergency.Tomakethesetechnological
advancements,thecorporationispreparedto
maketherequiredfinancialinvestments.
GOAL-OBJECTIVES
Inthesenewadvancements,carewillbegiventoconstruct
patent-protectpositionsandtoenlargethesafetyof
customerandcompanypersonnel.
GUIDELINES

4. GUIDELINE
Toprovidequickinstallation&best
maintenancetomakesurethecustomersare
satisfiedwiththeservice.
Toreachmorecustomersintheinitial
stageweneedtodophysicalpromotionsand
makepeopleawareofouroutletlocation.The
customerswhoareinterestedtovisitthe
outletneedtobeconvincedwiththe
necessity&makesuretheygetitinstalled.For
thecustomerswhoareinterlineatedtobuy
theproduct,thenumberofinstallationmust
beincreased.
The clients like hotels, catering service
providers must me given with conviction to
make the permanent for the company.
BACKGROUND
HHO,or"HydrogenFuelCell,"cookingappliances
areatypeofkitchenappliancethatuseshydrogengas
asafuelsourceforcooking.Theseappliancesarestillin
theearlystagesofdevelopmentandarenotwidely
availableonthemarket.
However,thereisgrowinginterestintheuseof
hydrogenasafuelsourceforcooking,asithasthe
potentialtobeacleanandefficientalternativeto
traditionalfossilfuels.Hydrogenfuelcellsproduceonly
waterasabyproduct,makingthemanattractiveoption
forthoseconcernedabouttheenvironmentalimpactof
theircookingappliances.
Thereareafewchallengestothewidespread
adoptionofHHOcookingappliances.Onechallengeis
thecostoftheseappliances,whichiscurrentlyhigher
thanthatoftraditionalgasorelectriccooking
appliances.Anotherchallengeistheneedfor
infrastructuretosupporttheuseofhydrogenasafuel
source,includingtheavailabilityofhydrogenfilling
stationsandthedevelopmentofsafestorageand
handlingprocedures.
Despitethesechallenges,HHOcookingappliances
havethepotentialtobecomeanimportantpartofthe
kitchenappliancemarketinthefuture,asthedemand
forcleanandefficientenergysourcescontinuestogrow.
HHO cooking appliance PIC

5. FOCUS
It is difficult to say exactly what the focus of HHO
cooking appliance manufacturers will be, as these
appliances are still in the early stages of development
and are not yet widely available on the market. However,
some possible focus areas for these manufacturers could
include:
Efficiency: One of the main benefits of HHO
cooking appliances is their efficiency, as the fuel cell
converts a large portion of the hydrogen gas into usable
energy. Manufacturers may focus on optimizing the
efficiency of their appliances to maximize the use of the
hydrogen fuel and minimize waste.
Safety: The use of hydrogen as a fuel source raises
safety concerns, and manufacturers of HHO cooking
appliances will likely focus on incorporating safety
features into their products to ensure that they are safe
to use in the kitchen. These features could include flame
failure protection, overheat protection, and other
measures to prevent accidents and injuries.
Performance: HHO cooking appliances will likely
be compared to traditional gas and electric cooking
appliances in terms of performance, and manufacturers
may focus on developing appliances that offer similar or
better cooking performance. This could include elements
such as precise temperature control, fast heating and
cooling times, and reliable ignition systems.
GOAL-OBJECTIVE
Durability: Like any kitchen appliance, HHO cooking
appliances will need to be durable and able to withstand
regular use. Manufacturers may focus on using high-quality
materials and construction techniques to ensure that their
products are long-lasting and reliable.
Cost: One of the challenges to the widespread
adoption of HHO cooking appliances is their cost, which is
currently higher than that of traditional gas or electric
cooking appliances. Manufacturers may focus on finding
ways to reduce the cost of their products to make them
more accessible to consumers.
Design: In addition to functionality, HHO cooking
appliances will also need to be attractive and well-designed
to appeal to consumers. Manufacturers may focus on
developing appliances that have a sleek and modern
aesthetic and that fit seamlessly into a variety of kitchen
styles.
Longterm
Makingpeopleawareaboutthisisproduct&
convincethemabouttheneedofit.Strengtheningthe
businessin&outofurbanmarket.
HHO cooking appliance PIC

6. IDEASCREENING
ESTEEM
Howprofitableisthe
idea?Howmuchwehave
tospendonresearch
&development?
IMPERATIVES
Istheideapredictable
withourlimitations,for
example,ourfinancial
plan,assetsanddates?
SIGNIFICANCE
whetherourproductis
existingone,newtothe
market,newtothe
company,newtothe
worldoritjustaproduct
improvement?
PRACTICALITY
/RISK
Istheideapractical?
Willitcatertothe
currentneedofthe
consumers?
Whataretherisksthat
areinvolvedinthe
product?
SUSPICIONS
Istheideadependentonimperfectpresumptions?
Idea screening is the method used to evaluate ideas to exclude any number of ideas that would be wise from thought.
The idealistic and open age of ideas is generally for creative procedures in the first place. Screening of ideas is a
complementary technique that takes a critical view of ideas. We end up with a few "innovative and practical ideas.“ We
followed the following criteria in shortlisting the product.
We have screened our product
through category screen as our
product is not dominated by major
players and we have growth potential
.At first, as a group we come across
two products multi-way kettle& HHO
cooking applianceand further
separated them through a detailed
comparison.
STAGE-2

7. Multi-way
Kettle
HHO Cooking
Appliance
•Itiscomplexandharmful
gas.
•Itwillallowustouse
altenatefuelforcooking
•Requirespropertraning
forusing.
•Itiscomplicatedtoinstall
andexpensive.
COMPARISON
•Itgiveseasetocookand
use.
•Ithelpsinavoiding
purchasingmoreproducts
.
•Thereisnoneedof
cautionwhileusingthe
product.
•Easytocarryandhas
multipurposeuse.

8. From this stage, we endeavored to answer Why we chose Multi-
way Kettleover HHO Cooking Appliance
AFFORDABILITY
Verycheapandhasmultipleuseswhichis
affordabletoeverysegmentofsociety
USER-FRIENDLINESS
Theaverageconsumercan
easilyuseamultiwaykettle,
itrunsindependentlyand
efficiently.Moreeasyto
carryaround

9. Brand Positioning
•Technology slot:-The technology that we are bringing cannot
be patented as this is a product improvement and there
exists patents, so for the other companies need no time to
manufacture this and bring into market.
•User slot:-As tech slot cannot be brought into place, we will
aggressively market it into the malls, pubs and libraries and
schools so that the brand name and products sticks and
imprints in the mind of consumer.
•Trendiness slot:-Letting a movie maker, use our product in
one of the most anticipated movies, so that with the movie
our product is also in the limelight.
•Repositioning a rival brand:-Starting a negative marketing
campaign in social media against the rival company, about
how their product don’t work at the necessary times

10. Launch Planning
•Prelaunch stage: -
•Training of sales-We will train the
sales personnel to demonstrate on
how to use our product to the
customers
•Preannouncements-Press release
•Nondisclosures-We also have a non-
disclosure agreement
•Product testing-We are using
sequential monadic testing
Scope of Market Entry
Roll out moderately: -
•We are focusing on introducing or rolling
out our products in a moderate manner.
•As we are planning to retain the product in
the market for a longer time with certain
innovations like taserin the ring
•And also the product might lose the
interest of the customers if the product is
rolled out immediately or vice-versa
•So, we will enter the market in a moderate
manner and go to full market once we gain
market attention

11. LAUNCH STRATEGY
Market development:-We are bringing an innovation to an existing product
increasing its productivity, so we are developing the market that existed
before introduction of this product and creating a new market for ourself, by
improving the supply-chain to deliver to every nook and corner of India, and
have produced ample amount of products, I think we as a company are ready
for the launch stage announcement with the tested BETA product in hand,
and having some product ready to ship in the factory.
Market penetration:-There might have been innovations in the product but
we still belong to a specific category of market, so to have a place in that
market, we have to start by market penetration itself, we as a company have
decided to save some money for the operational purposes and use defensive
addition and guerrilla marketing in the process and penetrate the market,
penetrate with the price and sales promotion through newspapers and tv
channels where there are lot of movies and serials, where women are glued
to TV’S.
Advertising:-Advertising in the newspapers and the great TRP TV channels
and Music channels.
Coupons:-Collaborating with the e-commerce websites or UPI’S to give out
coupons when they done the transaction in google pay or phone pe of our
product.
Publicity:-New and controversial technology needs to told to the public
otherwise they aren’t aware of these type of product
Sampling:-Keeping samples at public places like malls and pubs for free
testing.

12. House of quality

13. 4PS OF MARKETING
We are going for a penetration pricing strategy
so that everyone can use the product. As the
company has a competitive advantage in
cookware and modern technology we ensure
to make a product that is easy to use and has
many features so that we can make a product
which is affordable for everyone and also help
the company to gain market share & build a
corporate identity.
The manufacturing cost of this product is Rs.
2000 per unit and the company decide to sell
this product at Rs. 2500.
Price
Product
Promotionincludesallthetools
availabletothemarketerfor
marketingcommunication.The
preferredmediumpromotion
forourproductwouldbe
billboardsandonlineadvia
Google.
Promotion
Forourbuyerstoreachuseasily
andconveniently.Wewillchoose
aplacewhichisfamous,well
knownandeasilyaccessible.As
wewanttosellabithighvalue,a
littlebitcomplexproduct,we
wouldneedsalespeoplewith
goodknowledge.
Place
Our company aims to make a best
quality products that can be easily
used by every individual and
everywhere, which help to ensure easy
cooking with safety.

14. DESIGN FOR MULTI-WAY KETTLE
Design for Ease of Manufacture
For ease of manufacturing, we will
collaborate with some manufacturing
specialist company in order to further
improvise our existing product multi-way
kettle
Design to Meet Customer Needs
Design for the Environment
We will use design of Disassembly in which
product can be taken apart the use for
separate recycling of metal, glass and
plastic parts.
Design for Speed to Market
DesignforDifferentiation
Design to Build or Support Corporate Identity

15. EXTERNALISATION INTERNALISATION
PICTURE OF SENDER
PICTURE OF RECIEVER
PHYSIQUE
PERSONALITY
CULTURE
SELF
IMAGE
REFLECTIONS
RELATIONSHIP
BRANDING
KAPFERER BRAND IDENTITY PRISM

16. LOREM IPSUMBRANDING
The brand identity prism is a well known marketing model . Also referred as kapfererbrand identity
prism .it's a hexagonal prism that represent the six key elements that make up brand identity .
Physiquedescribesthe
physicalcharacteristicsof
yourbrandthatis
everythingyourcustomers
canvisuallyperceiveabout
theproduct.logo,style
guide,iconographycolour
palette,and the
presentationofthe
productitselfallgothe
category.
Eyecatchydesignlogo
Easytoinstall
Suitableforall
household
PHYSIQUE
Personalityisthebrand's
characterThissometime
describedasthetoneof
anycommunication.
Ultimatelyittraitsofthe
brandintheeyesofthe
consumer.
Promotesafety
Assureitscustomers
abouttheusageof
superiorqualityin
ourproducts
Cultureisthesystemof
valuesandbasicprinciples
onwhichbrandhasto
baseit'sbehaviour.many
associationinthisareaare
linkedtothecountryor
origin.
Techsavvycorpemphasize
theircustomersthatsmart
securityisthenext
progressivesteptowardsa
smarterIndia.Make
awarenessthatsecurityof
yourhome,belongings
andorproperty,doesn't
sufferinyourabsence
Selfimagerelatestothe
wayinwhichcustomers
seethemselvesina
brand. Potential
customersshouldlookat
itasdailycompanion.
The productthat
facilitateshim to
maintainahealthylife.
Itwillprovidea
bracketofsafety
Reflectiondescribeswho
youwantyourcustomerto
be.Whowouldyouideally
liketoreach?
Techsavvycorpwill
depicttheeaseofuse
oftheproductand
everhavetoworry
about managing
,misplacingorlosing
keys.
Duetotherecent
incidentsofhackingof
smartlocksweare
makesurethatour
smartlockshackproof
Howabrandconnects
withaudienceandthe
typeofrelationshipit
wantstobuildisentirely
uptothebrand.
Wheneveritcomesto
serviceandsalesweare
providingbothhardware
andsoftwaresecurity
solutionsinadditional
warranty.
RELATIONSHIPPERSONALITY CULTURE
SELF
IMAGE
REFLECTIONS

17. SURVEY QUESTIONNAIRE
5
6
7
8
1
2
3
4
How many times have you
wanted to cook In hostel ?
What is your age ?
Have you heard of multiway
kettle?
Do you know any friends or family
that having multiway kettle ?
What would you expect the retail
value of this product to be ?
How Comfortable would you feel
using kettle for multipurpose?
If the product available today, how
likely would u likely to buy it ?
What factors would you consider the
most while buying this product ?

18. RESPONSE STATSTICS
12%
38%
6%
25%
19%
WHAT IS YOUR AGE
UNDER 1818-2727-3535-5050+
19%
62%
19%
HOW MANY TIMES HAVE YOU
WANTED TO COOK IN HOSTEL WITH
MINIMAL SETUP
Never1-3 Times3-8 Times
1
0%
2
6%
3
31%
4
44%
5
19%
HOW COMFORTABLE WOULD YOU
FEEL USING KETTLE FOR
MULTIPURPOSE
12345
6%
6%
25%
38%
25%
IF THE PRODUCT AVAILABLE TODAY,
HOW LIKELY WOULD YOU LIKELY TO
BUY IT
12345

19. WHAT WOULD YOU EXPECT THE RETAIL
VALUE OF THIS PRODUCT TO BE
31.25%
25%
₹0-₹500
₹5000+
₹1000-₹5000
₹500-₹1000
12.5%
31.25%
2
0 10
0
2 5
11
00
22
PRICE
SAFETY
USAGE COMFORT
REPLACEMENT EASE
WHAT FACTORS WOULD YOU CONSIDER THE
MOST WHILE BUYING THIS PRODUCT
RESPONSE STATSTICS

20. Thank You