PREFACE

This project is undertaken to fulfil the project work component of the

M.B.A programme in 1st Semester. My project guide from L.P.U is
Lect. SAPNA BHANDARI. This project reveals the activities
undertaken by a new firm in introducing a product (SACHAI AAP
TAK) into the market with special references to the activities like :-

Marketing Strategies,

Marketing Environment,

Communication channel.

4 P’s,

Segmenting

Targeting

Positioning,

Product Development,

Launching campaign market,

Branding, Labelling and Packaging,

Conclusion

L. Refences

Introduction
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The various elements that contribute to the production of magazines vary
wildly. Core elements such as publishing schedules, formats and target
audiences are seemingly infinitely variable. Typically, magazines which focus
primarily on current events, such as Newsweek or Entertainment Weekly,
are published weekly or biweekly. Magazines with a focus on specific
interests, such as Cat Fancy, may be published less frequently, such as
monthly, bimonthly or quarterly. A magazine will usually have a date on the
cover which often is later than the date it is actually published. Current
magazines are generally available at bookstores and newsstands, while
subscribers can receive them in the mail. Many magazines also offer a 'back
issue' service for previously published editions.

Most magazines produced on a

commercial scale are printed using a web offset process. The magazine is
printed in sections, typically of 16 pages, which may be black-and-white, be
in full colors, or use spot color. These sections are then bound, either by
stapling them within a soft cover in a process sometimes referred to as
'saddle-stitching', or by gluing them together to form a spine, a process
often called 'perfect-binding'.

Some magazines are also published on the

internet. Many magazines are available both on the internet and in hard
copy, usually in different versions, though some are only available in hard
copy or only via the internet: the latter are known as online magazines.

Most magazines are available in the whole of

the country in which they are published, although some are distributed only
in specific regions or cities. Others are available internationally, often in
different editions for each country or area of the world, varying to some
degree in editorial and advertising content but not entirely dissimilar.

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Marketing Strategies
Let me first define "Marketing". Majority of people understand "marketing"
as "the activity done for PUSHING the product down the customer
gullet." Such a definition would mainly include the Sales and
Advertisement strategies and in trying to create hype in the market
about the product. But according to me "Marketing" covers a lot more
aspects of a business. These would be.

At Pre Production stage:

 Knowledge of your customer

 Knowledge of your competitors
 "Targeting" the right customer segment
 Selecting the right "Positioning" for your product

Post Production Stage:

 Collecting Customer Feedback

 Customer Relationship Management
 Managing the Distribution Network
 Managing Sales & Advertising

Even selecting the right "Pricing" is a part of marketing. So "Marketing"

covers activities starting from preproduction and continues to postproduction
activities.

Let me give you an example to explain- Imagine you are sent to Zambia
to manage the production and sales of a bicycle business. What are the
problems that you could possibly face there..?? Being an Indian you would
first face language problem. The market characteristics of that country
would be totally alien to you. Imagine how difficult it would be to interact
with the workers and distributors. So what do you do..?? Simple, hire some
local management talent. Let them run the business while you give the

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orders. Well, the only problem is that if your orders are wrong then
everything below you is bound to go wrong.

It would take some time for them to

understand Indians and the vast Indian market. And while planning
magazine, they obviously did not understand the Indian market. This
document marks a major milestone in the development of a Strategic
Marketing Plan for the magazine productivity. The Plan looks at the current
market for office productivity suites, at the major players in the field, and
seeks to identify trends which will influence the market over the next five
years.

It looks at magazine organization's place within

the market now, and where it should aim to be by 2010.The analysis looks
at the strengths and weaknesses of the magazine suite and of the
Community, and how these should help influence the Community's response
to opportunities and threats in the marketplace. It also looks in detail at the
features of magazine and the benefits these deliver to customers. From this
analysis, the Plan identifies a number of target markets whose needs are
most closely matched by the benefits provided by SACHAI AAP TAK.
Finally, the Plan sets targets for penetration by magazine into these target
markets, and lists the main strategies which the Marketing Project will use to
achieve these goals.

Marketing Environment
Marketing strategy takes a real understanding of what makes customer
stick. SACHAI AAP TAK developing a competitive advantage and a strategy
that offers customers superior value takes an understanding of the
capabilities of our own company and of competitors. It takes this thinking
further. As the Rubbermaid case shows, a marketing manager must analyze
customer needs and choose marketing strategy variables within the
framework of the marketing environment and how it is changing. A large
number of forces shape the marketing environment. To help organize your
thinking, it’s useful to classify the various forces as falling into either the

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(1) Direct market environment.
(2) The external market environment.
The direct environment of any generic market
or product-market includes customers, the company, and competitors. The
external market environment is broader. The variables of the external
market environment fall into four major areas:
1. Economic environment.
2. Technological environment.
3. Political and legal environment.
4. Cultural and social environment.
In the short run, the marketing manager
doesn’t control the variables of the marketing environment. That’s why it’s
sometimes useful to think of them as uncontrollable variables. On the other
hand, the marketing manager can and should carefully consider the
environmental variables when making decisions that can be controlled. For
example, a manager may not be able to do anything to offset the strengths
of a specific competitor, but the manager can select strategies that lead the
firm into product-markets where that firm does not compete, or where
competition in general is not as strong. We’ll see how they shape
opportunities limiting some possibilities and making others more attractive.
A company must decide where it’s going, or it may fall into the trap
expressed so well by the quotation: “Having lost sight of our objective, we
redoubled our efforts.” Company objectives should shape the direction and
operation of the whole business.
It is difficult to set objectives that really guide
the present and future development of a company. The marketing manager
should be heard when the company is setting objectives. But setting whole-
company objectives within resource limits is ultimately the responsibility of
top management. In this sense, whole-company objectives are usually
outside the marketing manager’s “control.” It would be convenient if a
company could set one objective such as making a profit and let that serve
as the guide.
Actually, however, setting objectives is much
more complicated, which helps explain why it’s often done poorly or not
done at all. The following three objectives provide a useful starting point for
setting a firm’s objectives. They should be sought together because in the

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long run a failure in even one of the three areas can lead to total failure of
the business. A business should:

1. Engage in specific activities that will perform a socially and economically

Useful function.
2. Develop an organization to carry on the business and implement its
Strategies.
3. Earn enough profit to survive.

The first objective says that the company

should do something useful for society. This isn’t just a “do-gooder”
objective. Businesses can’t exist without the approval of consumers. If a
firm’s activities appear to be contrary to the consumer “good.

Communication channel
ADVERTISING

Advertising is an important element of the marketing communications mix.

Put simply, advertising directs a message at large numbers of people with a
single communication. It is a mass medium.
Advertising has a number of benefits for the
advertiser. The advertiser has control over the message. The advert and its
message, to an extent, would be designed to the specifications of the
advertiser. So the advertiser can focus its message at a huge number of
potential consumers in a single hit, at a relatively low cost per head.
Advertising is quick relative to other elements of the marketing
communications mix (for example personal selling, where an entire sales
force would need to be briefed - or even recruited). Therefore an advertiser
has the opportunity to communicate with all (or many of) its target audience
simultaneously.

Advertising Media
Outdoor (Posters or New Media - Mobile New Media Internet

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 - websites and
transport) devices
search engines
Newspapers (Local
Television Magazines
and National)
Radio Cinema Others . . .

Planning for Advertisement

Advertising agencies and their clients plan for advertising. Any plan should
address the following stages:

 Who is the potential TARGET AUDIENCE of the advert?

 WHAT do I wish to communicate to this target audience?
 Why this is messaging so IMPORTANT to them?
 What is the BEST MEDIUM for this message to take (see some of the
possible media above)?
 What would be the most appropriate TIMING?
 What RESOURCES will the advertising campaign need?
 How do we CONTROL our advertising and monitor success?

DIRECT MARKETING

Direct marketing is a channel free approach to distribution and/or marketing

communications. So a company may have a strategy of dealing with its
customers 'directly,' for example banks (such as City Bank) or computer
manufacturers (such as Dell). There are no channel intermediaries i.e.
distributors, retailers or wholesalers. Therefore - 'direct' in the sense that
the deal is done directly between the manufacturer and the customer.

As mentioned above, 'direct' also in the sense

that marketing communications are targeted at consumers by the

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manufacturers. For example, a brand that uses channels of distribution
would target marketing communications at wholesalers/distributors,
retailers, and consumers, or a blend of all three. Inserts in newspapers and
magazines.

 Customer care lines.

 Catalogues.
 Coupons.
 Door drops.
 TV and radio adverts with free phone numbers or per-minute-charging.

SALES PROMOTION

Sales promotion is any initiative undertaken by an organization to promote

an increase in sales, usage or trial of a product or service (i.e. initiatives that
are not covered by the other elements of the marketing communications or
promotions mix). Sales promotions are varied. Often they are original and
creative, and hence a comprehensive list of all available techniques is
virtually impossible (since original sales promotions are launched daily!).
Here are some examples of popular sales promotions activities:

• Buy-One-Get-One-Free (BOGOF)
• Customer Relationship Management (CRM)
• New media
• Free gifts
• Discounted prices
• Joint promotions
• Vouchers and coupons
• Free samples

PERSONAL SELLING

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Personal selling occurs where an individual salesperson sells a product,
service or solution to a client. Salespeople match the benefits of their
offering to the specific needs of a client. Today, personal selling involves the
development of longstanding client relationships. There are exceptions of
course, but most personal selling takes place in this way. Personal selling
involves a selling process that is summarized in the following Five Stage
Personal Selling Process. The five stages are:

 Prospecting.
 Making first contact.
 The sales call.
 Objection handling.
 Closing the sale.

PUBLIC RELATIONS
This refers to how you handle your relationships and the flow of information
with your various "publics" or the people who have a stake in or are affected
by your business. This includes the general public, consumers, shareholders,
employees, partners, competitors and the government.

PR becomes a more and more crucial element of the

marketing communication mix as a business or organization grows larger.
That being said, it is still a vital component of the marketing communication
process to think about for smaller businesses as well. PR tools include press
and media releases, lobbying, charitable and public events, advertorials,
financial reports, promotional collateral, facility tours, sponsorships,
interviews and any other method for the promotion of a positive image to
people.

4 P’s of magazine
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Product
Name- I launch my product by Name of SACHAI AAP TAK

Product variety- Is it new / different / unusual / designed to fill an

identified need. It is launched in more than nine languages to cover
maximum region of country.

Product variety- SACHAI AAP TAK answers a problem customers may

have or fulfils a need that no-one else can because of its content and news
based on real incidence, events etc.

Returns- It provides, or sells, the most important reason people buy from
you?

Price

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List price- The list price of the SACHAI AAP TAK is Rs20. It is less
expensive, than the competitors? Some people will not buy the cheapest,
assuming that cheap means inferior.

Payment period- Its payment period varies from 1-3 years depending upon
the liking of the customer.

Discount- No any discount provided, but yearly calendar will provided in a

year that is in January. We will provide discount only those customers who
are accepting our yearly pack.

Promotion
Advertising- Advertising is done by using various methods like media
advertising, news paper advertising, hoardings, wall painting, etc.

Sales promotion- Sales promotion of SACHAI AAP TAK is done by

offering gifts and other items to attract customers.

Public relations- SACHAI AAP TAK is so far very good in maintaining

good relationship with its customers and telling them about new innovation
in the existing product.

Place
Locations- SACHAI AAP TAK provides a service, or product, that people
have to have now - or at short notice. Retail counter are situated at main
locations of the cities.

Inventory- SACHAI AAP TAK has a level of stock which means they can
have it whenever they want it.

Coverage- SACHAI AAP TAK covers all local area very effectively. This is
the most important factor, and then takes action; make sure they can reach
us on time.

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SEGMENTING
Segmentation is essentially the identification of subsets of buyers within a
market who share similar needs and who demonstrate similar buyer
behavior. The world is made up from billions of buyers with their own sets of
needs and behavior. Segmentation aims to match groups of purchasers with
the same set of needs and buyer behavior. Such a group is known as a
'segment'. Think of you r market as an orange, with a series of connected
but distinctive segments, each with their own profile.
Segmentation is a form of critical evaluation
rather than a prescribed process or system, and hence no two markets are
defined and segmented in the same way. However there are a number of
underpinning criteria that assist us with segmentation:

 Is the segment viable? Can we make a profit from it?

 Is the segment accessible? How easy is it for us to get into the
segment?
 Is the segment measurable? Can we obtain realistic data to consider
its potential?

The are many ways that a segment can be considered. For example, the
auto market could be segmented by: driver age, engine size, model type,
cost, and so on. However the more general bases include:

 Geography - such as where in the world was the product bought.

 Psychographics - such as lifestyle or beliefs.
 Socio-cultural factors - such as class.
 Demography - such as age, sex, and so on.

A company will evaluate each segment based upon potential business

success. Opportunities will depend upon factors such as: the potential
growth of the segment the state of competitive rivalry within the segment
how much profit the segment will deliver how big the segment is how the
segment fits with the current direction of the company and its vision.

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 targeting
Targeting is the second stage of the SEGMENT "Target" POSITION (STP)
process. After the market has been separated into its segments, the
marketer will select a segment or series of segments and 'target' it/them.
Resources and effort will be targeted at the

The first is the single segment with a single

product. In other word, the marketer targets a single product offering at a
single segment in a market with many segments. For example, British
Airway's Concorde is a high value product aimed specifically at business
people and tourists willing to pay more for speed.

Secondly the marketer could ignore the

differences in the segments, and choose to aim a single product at all
segments i.e. the whole market. This is typical in 'mass marketing' or
where differentiation is less important than cost. An example of this is the
approach taken by budget airlines such as Go/

Finally there is a multi-segment approach.

Here a marketer will target a variety of different segments with a series of
differentiated products. This is typical in the motor industry. Here there are
a variety of products such as diesel, four-wheel-drive, sports saloons, and
so on.

Positioning
The third and final part of the SEGMENT - TARGET - POSITION (STP)
process is 'positioning.' Positioning is undoubtedly one of the simplest and
most useful tools to marketers. After segmenting a market and then
targeting a consumer, you would proceed to position a product within that
market.
The marketer would draw out the map and decide upon a label
for each axis. They could be price (variable one) and quality (variable two),
or Comfort (variable one) and price (variable two). The individual products

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are then mapped out next to each other any gaps could be regarded as
possible areas for new products.
The term 'positioning' refers to the
consumer's perception of a product or service in relation to its competitors.
You need to ask yourself, what is the position of the product in the
mind of the consumer?
Trout and Ries suggest a six-step question framework for successful
positioning:
a. What position do you currently own?
b. What position do you want to own?
c. Whom you have to defeat to own the position you want.
d. Do you have the resources to do it?
e. Can you persist until you get there?
f. Are your tactics supporting the positioning objective you set?

Product Development
New product development we need specific skills and knowledge workers or
employee. Some large companies often establish a new- product
development headed by a manager who has substantial authority and access
to top management. While I launch magazine, I will have to establish a new
product department. During product development process we have to pass
through various stages. That is:

1. Idea Generation is often called the "fuzzy front end" of the NPD
process

• Ideas for new products can be obtained from basic research

using a SWOT analysis (OPPORTUNITY ANALYSIS), Market and
consumer trends, company's R&D department, competitors,
focus groups, employees, salespeople, corporate spies, trade
shows, or Ethnographic discovery methods (searching for user
patterns and habits) may also be used to get an insight into new
product lines or product features.

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 • Idea Generation or Brainstorming of new product, service, or
store concepts - idea generation techniques can begin when you
have done your OPPORTUNITY ANALYSIS to support your ideas
in the Idea Screening Phase (shown in the next development
step).

2. Idea Screening

• The object is to eliminate unsound concepts prior to devoting

resources to them.
• The screeners must ask at least three questions:

 Will the customer in the target market benefit from the

product?
 What is the size and growth forecasts of the market
segment/target market?
 What is the current or expected competitive pressure for
the product idea?
 What are the industry sales and market trends the product
idea is based on?
 Is it technically feasible to manufacture the product?
 Will the product be profitable when manufactured and
delivered to the customer at the target price?

3. Concept Development and Testing

• Develop the marketing and engineering details

 Who is the target market and who is the decision maker in

the purchasing process?
 What product features must the product incorporate?
 What benefits will the product provide?
 How will consumers react to the product?
 How will the product be produced most cost effectively?
 Prove feasibility through virtual computer aided rendering,
and rapid prototyping
 What will it cost to produce it?

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 • Testing the Concept by asking a sample of prospective
customers what they think of the idea. Usually via Choice
Modelling.

4. Business Analysis

 Estimate likely selling price based upon competition and

customer feedback
 Estimate sales volume based upon size of market and such tools
as the Fourt-Woodlock equation
 Estimate profitability and breakeven point

5. Beta Testing and Market Testing

 Produce a physical prototype or mock-up

 Test the product (and its packaging) in typical usage situations
 Conduct focus group customer interviews or introduce at trade
show
 Make adjustments where necessary
 Produce an initial run of the product and sell it in a test market
area to determine customer acceptance

6. Technical Implementation

 New program initiation

 Resource estimation
 Requirement publication
 Engineering operations planning
 Department scheduling
 Supplier collaboration
 Logistics plan
 Resource plan publication
 Program review and monitoring
 Contingencies - what-if planning

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 7. Commercialization (often considered post-NPD)

 Launch the product

 Produce and place advertisements and other promotions
 Fill the distribution pipeline with product

Launching campaign market

After this, I will launch my product in the market, as we know that my
product is MAGAZINE that is only for business purpose and I have targeted
the YOUNG GENERATION and OFFICE GOING PEOPLE. So the main benefit of
this MAGAZINE SACHAI AAP TAK will be enjoyed by all PEOPLE and I will
launch it in the whole of India and that is because the population of India is
huge in numbers and MAGAZINE is liked by most of these people. People like
to enjoy reading the magazine. Magazine has become extremely popular and
is extensively used for reading in the evening time.

Branding, Labelling and Packaging

Packaging

Requirements of good packaging:

• Functional - effectively contain and protect the contents

• Provide convenience during distribution, sale, opening, use, reuse, etc.
• Be environmentally responsible
• Be cost effective
• Appropriately designed for target market
• Eye-catching (particularly for retail/consumer sales)
• Communicate attributes and recommended use of the product and
package
• Compliant with retailers' requirements
• Promotes image of enterprise

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 • Distinguishable from competitors' products
• Meet legal requirements for product and packaging
• Point of difference in service and supply of product.
• For a perfect product, perfect color.

Forms of packaging:

• Specialty packaging — emphasizes the elegant character of the

product
• Packaging for double-use
• Combination packaging — two or more products packaged in the same
container
• Kaleidoscopic packaging — packaging changes continually to reflect a
series or particular theme
• Packaging for immediate consumption — to be thrown away after use
• Packaging for resale — packed, into appropriate quantities, for the
retailer or wholesaler

Branding

Brand

A brand is a name, term, design, symbol, or other feature that distinguishes

products and services from competitive offerings. A brand represents the
consumers' experience with an organization, product, or service.

A brand has also been defined as an identifiable entity that makes a specific
promise of value.

Branding means creating reference of certain products in consumers mind.

Co-branding involves marketing activity involving two or more products.

Trademarks

Significance of a trademark:

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 • Distinguishes one company's goods from those of another
• Serves as advertisement for quality
• Protects both consumers and manufacturers
• Used in displays and advertising campaigns

Conclusion
To launch any new product like magazine in the market it is very important
to make marketing plan of that product. To know the current position of the
companies that is producing the same products and what consumers
demand from them. To maximize their profit and capturing more market
share proper analysis of each and every stage involved in marketing plan is
very important. If the company not making marketing plan before launching
any new product then there are maximum chances of getting loss.

A marketing plan may be part of an overall

business plan. Solid marketing strategy is the foundation of a well-written
marketing plan. While a marketing plan contains a list of actions, a
marketing plan without a sound strategic foundation is of little use. Behind
the corporate objectives, which in themselves offer the main context for the
marketing plan, will lay the 'corporate mission'; which in turn provides the
context for these corporate objectives. At the last we can conclude that
marketing plan is essential to made before launching any new product in the
market.

REFRENCES
• Marketing Management- By kotler, koushy and Jha
• www.wikipedia.org/wiki/Marketing_communications - 23k

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• www.nationmaster.com/encyclopedia/Integrated-Marketing-Communications -
51k -
• www.wikiscanner.nl/scan_nl_wikipedia_nl/zoek_organisatie/interface-
marketing-communications - 434k
• www.semaphoresoftware.com/softwaresolution/offshore_software_product_dev
elopment.htm - 43k -
• www.delivermagazine.com/topic/segmentation/ - 22k
• www.pcmag.com/encyclopedia_term/0,2542,t=dynamic+segmentation&i=42196
,00.asp –

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