MARKETING TACTICS

MARKETING MIX: PRODUCT, PRICE, PROMOTION, PLACE

The strategy of the company is to introduce the world's first smart, microwave-to-erase-and-
reuse notebook and to develop it as a brand that is edgy and hi tech.

PRODUCT
We have developed and plan to introduce an innovative product that will benefit the
consumer by providing a unique value proposition.

- The smart notebook offers excellent note tracking and allows to easily share and save
notes as we write them.
- 2 sizes available. Includes 1 Smart Standard Size (8." x 9.5") Notebook OR 1 Smart
Small Size (6" x 8.8") Notebook and with coded paper in dotted layout to work with 1
Pilot Frixion Pen which can hold multiple coloured inks, 10 pen tip multicolour ink
refills, attached pen station & user manual. The included pen is designed with code
technology and has an embedded infrared camera which allows to capture each pen
stroke.
- This environmentally-friendly 80&120 page dotted grid notebook can be re-used by
simply microwaving it or using a damp cloth to wipe.
- From page to screen. Specially created app seamlessly transfers what's written on the
notebook page to your device, digitizing your analog notes & allowing you to notate,
share, search, edit, & organize your vision. Blast your handwritten notes to popular cloud
services like Google drive, Dropbox, Evernote, box, OneNote, Slack, iCloud, email using
this app. The app is both iOS and Android compatible.
- Sophisticated AI technology allows you to use Smart Notebook’s smart titles, smart
search, and email transcription for easier naming and searching of your notes.
- Available in red and blue colours. The pixel pattern is designed with the high-energy, gig
economy go-getter in mind.

PRICE

Aside from our goal as to maximise profits, we choose the price for our products based on
three parameters:

- Product Quality
- Market Share
- Sheer Survival

We only offer product quality as we don’t want to be just cheapest in the market (competitors
are anyway less and it is a differentiated, innovative product), or highest in price. Market
share lead will bring a huge impact on product demand and revenue. The more demand for
tablets and smartphones increases, the more increase in demand for this speciality product is
anticipated.
Price has been set as follows:
- Smart Standard Size (8." x 9.5") Notebook: Rs.1500
- Smart Small Size (6" x 8.8") Notebook: Rs.1250
Although there are some competitors that offer lower prices than our product, they don’t offer
the cloud storage system, which Smart Notebook offers both, traditional handwriting and
cloud management storage at an affordable price.
Pricing strategy has been devised in such a way that lower prices are offered on bulk
corporate orders (above 500 orders). There is no differential pricing strategy according to
different geographical regions provided.

PROMOTION

Price discount during seasonal time will be provided to create enthusiasm amongst consumers
and bring in more sales and revenue income.

Consumer reach through promotions will be based on:

- Advertising: In newspapers
- Online and social media advertising: Online promotion using Google Ads, Flipkart,
Instagram and Facebook. Social media campaigns can be launched in the name of “Eco-
friendly notebook” or “These pages walk through ages” or “Write. Digitalise. Repeat”.
- Search Engines

Promotions will happen in every quarter. The promotions will happen early month of year,
during the saturation time and seasonal time. The promotion plan of the product is as follows:

MONTH PROMOTIONS DISCOUNT PRICE OFFER PRICE

BEFORE
January Buy 10 get 1 10% Rs. 1500 Rs. 1350
July July Mania 8% Rs. 1500 Rs. 1380
October October fest 8% Rs. 1500 Rs. 1380
December Combo deal 25% Rs. 1500 Rs. 1125

The table above shows allocation number of percentages of discount being offered according
to the selected month. The percentage is given by the discount piece of the product. We
choose to have buy in bulk promotion in the first month as to generate more sales for the first
projection and to boost 25% discount at the end of the year in order to complete our
projections a year.
PLACE

To sell the product, we choose online platform as a medium that is cost friendly and effective
towards marketing prospective. Since we will use three allocations for promotions which are
advertising, online and social media advertising and search engines, online medium acts as an
information source and place for customers to purchase the product.

Physical evidence shall be collected through consumer testimonials and mouth to mouth
publicity. Online platform will require much less investment as compared to a flagship store
or a retail chain. The product shall be sold exclusively though Flipkart, which will provide a
good start, required publicity to the product and also the feedback from consumers. Virtual
office and social media platform will work as a sales force which will also maintain rapport
with the consumers.