Introducing first time in India

One Solution to all your Power Problems!

A Solar Charger that charges all your electronic devices

Mobiles Smart Phones PDAs I-pods MP3 Players Digital Cameras and many more!!

SWOT ANALYSIS
Strengths Abundant supply of the source of energy i.e. Solar radiation, hence low running cost. First mover advantage Multi utility product Reusage of components at the end of lifecycle Weaknesses Large Initial cost. Availability of trained manpower for manufacturing. Large no of add-ons required

Opportunities Growing usage and applications of Mobile technology Growing popularity of solar energy as a result of increasing energy prices.

Threats Existing chargers in the markets Exclusivity of ideas. High Risk as it is an entry level product

Objectives
Marketing Objective:
To create product awareness among consumers To achieve sales of 1 lac units in 1st year of operation To create multiple distribution channels

Financial Objective:

To achieve breakeven in the initial year of its inception

STP
S P E O T G S A M I R E T G N I E T O T A N I T I N I N G O G N S P E O T G S A M I R E T G N I E T O T A N I T I N I N G O G N

Upper Class 140 Mn

Cities Major Cities 11 20

1. Adventurous 2. High Mobility Lifestyle Users 3. High Tech

Preference Mapping
Unorganized Sector

Multiple Utility

Solio (Our New product)

Classy/ Distinctive

Affordable

Single Utility

Existing Branded chargers

Niche Products (generally imported)

Consumer Adoption
34% Early majority 34% Late majority

2 1/2% Innovators

13 1/2% Early adopters

16% Laggards

Target Consumers 1st Phase

Technology Adoption Process

No of target consumers : 14 cr
No of consumers who would accept the technology : 2.5% of 14 cr = 3 cr approx No of consumers who will actually go in for the product : 0.33 % of the people ready to accept the product (assumption)

4 Ps (Product)
Who am I ? A multi utility charger running on solar energy What will I look like ?
S01 S02

LOW END

HIGH END

What do I offer ?
Charge Mp3, Mobile phones, I pods, Digi cams; 24 X 7 availabilty; Portable

Whom do I offer ?
High mobility users, Places having electricity shortages, Devices requiring high power consumption

4 Ps (Promotion)
Newspaper Ads (Local + Regional + National Newspapers)
LOW BATTERY!!
Say Goodbye to all your Battery Low Coming your way is the solar charger:

Battery Empty!! Please Recharge!

Charges all your gizmos gadgets from mobiles to i-pods to palm tops!

No Charger? No electricity? No plug point? Now available at all leading outlets of No Battery? Nokia and gizmo galleries. Watch out for this space for the solution You can also visit us at www.solio.com

Proposed Frequency of Advertisements

National 1/ week (1 month) Regional 1/ week (2 months) Local 1/ week (2 months)

4 Ps (Promotion).
Hoardings Kiosks at Malls

At Prime Locations in 5 cities Mumbai, New Delhi, Kolkata, Bangalore, Hyderabad (1 month)

At Major Malls in 7 cities Mumbai, New Delhi, Kolkata, Bangalore, Hyderabad, Chennai, Chandigarh (2 Sundays)

4 Ps (Promotion).
Radio Channels Direct Marketing

In Prime Radio Channels in 4 Cities Mumbai, New Delhi, Bangalore, Hyderabad 1st Week Prime Slots followed by non prime slots for a month

By Sales Representatives in all 11 cities of operations

4 Ps (Pricing)
Pricing objective:
To offer a high end product at a premium price range of Rs 1700 to Rs 2200 to customers

Cost Estimation:
Raw Material costs @ 50% of product selling price Other Expenses @ 48% of product selling price

Competitors Pricing Analysis:

Unorganized Sector: Rs 200 Rs 500 (normal chargers) Branded Players: Rs 500 Rs 1500 (Eg: Sony normal) Imported Solar Chargers: Rs 2000 Rs 2500

Final Price:

As per Product Model & Distribution Channel

No. of Units Retails Sales Bulk Sales Institutional Sales Price Retail Sales Bulk Sales Institutional Sales S01 48000 24000 8000 Rs 1500 Rs 1300 Rs 1200 S02 12000 6000 2000 Rs 2000 Rs 1750 Rs 1650

4 Ps (Place)
Proposed Distribution Channels 1. Retail Sales: To target 1500 retailers by offering high margins of Rs 200 Rs 300 & incentives on achieving Sales Volume. 2. Bulk Sales: Targeting Nokia in a tie up to sell our product through its distribution channels. 3. Institutional Sales: Targeting 4 Defence Canteens to sell our product at a discount in the range of Rs 1500 Rs 1750 4. Direct Marketing: Employment of aggressive Sales Force to increase brand awareness and direct sales.

In 1st year of operation, 11 major cities of India will be covered starting with Mumbai

4 Ps (Place)
Sales Representatives Direct Marketing

Solio Pvt. Ltd.

Retail Sales Solio Pvt. Ltd. sales branch (4) Bulk Sales (1) Eg: Nokia Institutional Sales (4) Eg. CSD Retailers (1500)

Bulk Sales

Institutional Sales

In 1st year of operation, 11 major cities of India will be covered starting with Mumbai

Consumer

Action Plan
Phase 1: (In the first 4 months)
Production at our plant in Nasik to begin by Dec07. Product launch in Jan08, starting from Mumbai and followed by New Delhi, Bangalore & Kolkatta. 4 Sales Branches to be operational from Jan08. To create distribution channels of 400 Retailers & tie up with Nokia Monthly Sales Review at HO, Mumbai & Branch offices.

Phase 2: (In next 8 months)

To increase operations in other 7 major cities. 1100 new retailers to be appointed and 4 institutional sales channel to be made operational. Efficient after sales service to be deployed on the basis of reviews from Phase 1. R & D on new product range to begin. Monthly Sales Review. Future Demand estimation to be done on basis of surveys, past sales analysis & expert opinions.

Proposed Profit & Loss Statement for Solio Pvt. Ltd. (Period : 1st Jan,2008 to 31st Dec,2008) Expense Rs in Mn Income Rs in Mn

Cost of Raw Materials S01 (@ 48%) S02 (@ 56%) Total Cost of Raw Materials Land Salaries Depreciation R & D (@ 1.7%) Other Expenses Packaging (@ 4%) Transportation (@ 4%) Advertisement & Promotion (@ 6%) Administration Expense (@ 4%) Insurance (@ 1%) N/W Expansion (@ 2%) After Sales Service (@ 4%) Sales Force Expense (@ 2%)

56.00 21.00 77.00 12.00 10.00 1.00 2.50

Sales S01 Retail Bulk Institutional S02 Retail Bulk Institutional Total Retail Bulk Institutional

72.00 31.20 9.60

24.00 10.50 3.30

96.00 41.70 12.90

6.40 6.40 14.40 4.80 1.60 3.20 6.40 3.20

Total Expenses Net Profit

148.90 Total Sales 1.70

150.60

Future Scope
Phase 3: Launch of combi-electric chargers Market Survey for Consumer Response Expand sales to other cities Product Variants:

Chargers with higher power capacity

Entering Rural Markets

Thank You