Assignment-1

New Product : Pen

5 Cs
CUSTOMER • Students
• Office staff
• Households, Shops and other everyday users
• Artists, calligraphers
• High end businessmen

COMPANY • A well known brand in India

• New for FMCG sector
• A fortune 500 company
• Good market capitalization capabilities

COMPETITION • Large number of companies producing products at same price point

• Competitors in mass market segment; Cello, Reynold
• Competitors in high value segment; Uni-ball, Pilot, Parker

COLLABORATORS • Distributers for local market

• Distributers for International market

CONTEXT POLITICAL ECONOMIC SOCIAL TECHNOLOGICAL

•Implementation of •Currency • Product might • Digitization has caused
GST. Devaluation not suit the decrease in demand for
• Slowdown in the customer’s writing instruments.
sectors of major style.
demand.
SWOT Analysis
STRENGHTS
• Large scale manufacturing capabilities.
• Large market capitalization.
• High capability of acquiring skilled
employees.
• Customer friendly.
OPPORTUNITIES
• Trusted brand name will help in gaining
reputation in new market .
• Industry is growing at 8% to 10% per
annum.
• An era of largest working population and
youth, the population which is most
targeted.
WEAKNESSES
• New in FMCG sector.
•More reliant on distributer convincing
because of low brand loyalty for product.
• Evolving customer needs.
• Distributer’s reluctance in keeping large
stocks.
THREATS
• Large competitors in market.
• Number of products from other companies
with same price point.
4 Ps
Product
• Writing instruments – ball pen, gel pen,
fountain pen
• Japanese technology for smooth writing
• Commodity product
Place
• Available in stationary, grocery and
medicine stores across the country.
• Available online on Flipkart, Amazon and
company’s own website.
• Integrated distribution network, to ensure
high availability.
• Stores inside schools and colleges
Price
• Different prices for different categories
• According to the needs of each customer
segment
• Competitive pricing strategy to acquire
market share from competitors
Promotions
• Television advertisements
• Advertisements in movie theaters
• Promotions in schools
• Print media
• Ad campaign must appeal to target
segments
Strategy Diamond
Arenas Vehicles Staging

• Product categories: Ball • Local distributers • Introduce product in big

point pen, gel pen, • Retailers cities first
fountain pen, luxury pens • E-commerce websites • Penetrate slowly into
• Market segments: Mass smaller markets
market, high value
• Main product placement
through local distributers
Economic Logic Differentiators

• Premium products for high value • Technologically enhanced product

segment, cost is high for such products • Brand image
• The mass market segment products are • Market capturing speed
kept at lower value • Quality product
• High returns will be obtained as more
and more market is captured
 Assignment-2

All figures are approximate

Total population of India = 130 crore

Internet Penetration in India = 46%

= 60 crore internet connections

Wired Internet Connections = 3.5%

= 2.1 crore
= 21 Million wired internet connections