GROUP 6

AMRESH SINGH ARUNIMA DUBEY ARPIT GUPTA GURNEET KAUR RITESH KUMAR RIYA PANT

CURRENT MARKET SITUATION

Set top box(STB) is used to provide a wide range of television channels. About 70% of set top boxes in India are imported. In 2011, Huawei and Pace were top STB vendors in India with 24% and 12% market share. DTH subscribers are the major customers of STB in India

PRODUCT REVIEW
Solar operated battery interactive set top box that not only recognize hand gestures, but also voice command. Automatic power-down Smart box also provide internet service through set top box More channels with increased picture quality

COMPETITIVE REVIEW
Dish TV Airtel DTH Reliance Tata sky Sun direct

SWOT ANALYSIS
STENGTHS Solar chargeable battery Voice command Gesture recognition provide internet service WEAKNESS Lack of brand awareness: Smart box has no established image like tata sky or any other Limited area: Smart box is being launched in limited areas i.e., only 8states

OPPORTUNITIES Large disposable income Expansion of the distribution network Increase in the number of TVs sold Growing demand for quality of service Increase in geographical boundaries THREATS IPTV will provide superior technology Cable STBs provide easy switching Interoperability regulations.

MARKETING MIX
PRODUCT interactive set top box Solar battery charging Automatic power-down internet service PRICE with internet connection- Rs3600 Without internet connection Rs2990 Normal- Rs2450

PLACE
Delhi NCR West Bengal Maharashtra Haryana U.P Bihar Rajasthan Punjab

PROMOTION Bill boards Newspapers TV(gadget guru) Internet ads

STP
SEGMENTATION metropolitan area Urban city Rural areas

TARGETING People in rural areas ,i.e. villages n out Educated population in cities n town

POSITIONING
Positioning the Smart Box as The most versatile, value added, easy to use even by rural people. Our marketing will focus on High definition (HD) set top box with various features like - Voice command. -Gesture recognition. - Internet connectivity . - Displays multiple audio/video streams simultaneously. *Most importantly power saving and solar operated features.

BUDGET
Sources of fund Total Investment = Rs. 3,80,00,000 63,33,333.33 per person Warehouse Rent (40000x3+40000) 2000sqfeet = 2,00,000 Setting up cost (office + software) = 12,00,000 Broadcast service provider = 2,50,00,000 Working capital (includes promotion, product, logistics, salaries etc.) = 1,16,00,000 Total fund required = 3,80,00,000

Profit per piece

PARTICULARS SET TOP BOX (INTERENT FACILITY) 2800 (2300) 500 (100) 400 SET TOP BOX SET TOP (WITHOUT BOX INTERNET (RURAL) FACILITY) 2250 1850 (1800) 450 (100) 350 (1450) 400 (100) 300

Revenue/piece Less: cost/piece TOTAL Less: indirect cost Total profit/piece

ACTION PLAN
The Digital. Sol will be introduced in February 2013 We will launch a Rs.50lac sales promotion campaign in January For first 8-9 months our company will suffer a loss due to high expenses will reach to break even point and will stay there for 9-15 months After 15months we will finally start earning profit

GROWTH
Software development after 4 months of starting business In future we will also be providing Wi-Fi connectivity with smart box.

THANK YOU