PRODUCT LEVEL CHART

PRODUCT LEVELS: Core Benefit Painting & Artwork Basic Product Colour picker Pen Expected Product Good quality, simple to use, reasonable price Augmented Product High definition of colour, Light Weighted Potential Product Pen with F.M radio, Pen that never get ink out

TARGET CUSTOMER SEGMENT

BASES FOR SEGMENTATION; Geographic Segmentation Urban Areas / Cities Demographic Segmentation Age group: 21 years and above Gender: Unisex Occupation: More preferred by artists Psychographic Segmentation Personality: Art Oriented Behavioural Segmentation Occasion: Any occasion Benefits: Accessibility, quality etc. Usage rate: As and when needed Buyer readiness stage: not aware, interested and intend to buy. Time Utility Customer: On an average one year (but it depends on usage) waiting time because the product falls under durable buying category. Company: The Company stocks units for two months, sufficient to provide to the whole sellers. Place Utility It will be easily available at some specialised stores.

POTENTIAL COMPETITORS

PRODUCT MIX

Hobby Range
Fabrica Acrylic Colours

Artists'Range

Office Range

School Range

Corporate Gifts
Roller Pens

Colours

Markers

Colours

Fabrica Glue

Mediums

Cover-It Correction Fluid & pen Carbon Paper

Stationery

Fountain Pen

Fabrica Coneliners

Tools

Fabric 3D Glitter

Surfaces

Adhesives

Mediums

Accessories

Rubber Stamp Pads

Sparkle Paper Glitter

International Brands

Glass Colours & Liners

Hobby Brushes

 Product line: Hobby Range Artists Range Office Range School Range Corporate Gifts Product Width: 5 Product Length: 23 Product Consistency: High Product Depth: Hobby Range: 13 Artists Range: 145 Office Range: 20 School Range: 94 Corporate Gifts: 4

TOTAL PRODUCT
Product line Faber castell Design, Marking, Playing and learning, Art and Graphics, Creative Studio, Technical Drawing, General Writing Crayola Crayons Markers, Colored Pencils, Paint, Creative Play, Colour Explosion, Colour Wonder, DryErase, Glow Station, Model Magic, Stationery Camlin Artist Water Colour Tubes, Artist Water Colour Cakes, Artist Acrylic Colours, Oil Colours, Poster Colour, Transparent Photo Colours, Colored/Black, Waterproof Inks, Art Powder Colours Mono/Set of Pack All colour Plastic and paper cover bag

Variants Colour Packaging

Mono/Set of Pack All colour Mono plastic cover/ Wood case

Mono/Set of Pack All colour Plastic and paper cover bag

MARKETING MIX
CAMLIN Product Artist Accessories Price 3$ to 16$ Place Available at online and retail outlets Promotion Workshops, events and exhibitions Advertising during movies (ex. TAARE ZAMIN PAR) Freebies CRAYOLA Product Artist Accessories Price 3$ to 30$ Place Available at online Promotion Pop Art Pixies Special Offer Story Studio FABER CASTELL Product Artist Accessories Price 3$ to 40$ Place Available at online Promotion Freebies Workshops, events and exhibitions
6

POSTION MAPPING

EXPENSIVE Faber castell

Crayola

DURABILITY Colour Picker Pen

Camlin

NONDURABILITY

NON EXPENSIVE

POSITIONING STATEMENT

Colour Picker Pen India First Creative Pen

Colour Picker is an innovative design of a concept pen that can scan colours from anything around and instantly use the colour for drawing. After placing the pen against an object, the user just presses the scan button. The colour is being detected by the colour sensor and the CMYK cartridge of the pen mixes the required inks to create the target colour. This superb device will help people to observe the changing colours of nature. With colour picker, all range of artists will be able to create a more sensorial and visual insight of their surrounding natures colours. BENEFITS Instant Use High density colour definition Scanned environmental colour easily No need to carry colour(s) Easy to use and refill

PRODUCT DETAILS Weight 28gm Closed length 5.3 Posted length 6.2 Barrel length 4.89 Barrel width 0.92

VALUE ADDED FEATURE Sensorial and visual insight of environment surrounding.

PROTOTYPE

10

PACKAGING
MATERIALS Art paper or card board SURFACE DECORATIVE FINISHED Die cutting, embossing, foil-stamping, spot UV oil printing, screen printing, matt lamination, gloss lamination, varnish.

11

DISTRUBUTION STRAGETY(Of Competitors)

Particulars Distribution channel

Faber Castell Manufacturer-distributorRetailer-consumer 50000 distributor

Camlin Manufacturer-distributorRetailer-consumer 150000 distributors

Distribution network

CREATIVE COLOUR PICKER PEN

ROLES AND RESPONSIBILITIES OF OUR INTERMEDIARIES To store the product in a way that ensures the quality of product. To meet the requirement of the Manufacturer. To maintain relation with Manufacturer. PROFIT MARGIN Manufacturer Cost: 300 Sells to retailer at 435 Margin = 45% on cost Retailer Cost: 435 Sells to consumer at 500 Margin = 15% on cost

12

DISTRIBUTION NETWORK It will be launched in major cities of India with more than 200 Stores.

TIME UTILITY Customers There will between waiting time between the customers Purchasing decision and actual decision. Company Cost of stock out and cost of substitutability will be very low or even negligible because we are providing an entire unique product and customer will wait for the same. Competition We have formed our distribution channel in such a way that our Product will be available to customer within the least possible time than other products. PLACE UTILITY Customer It will be easily available to the customers in the selective nearby stores. Competition It will be available in most of the major cities of India.

DISTRIBUTION CHANNEL
A distribution channel performs the work of moving the goods from producers to consumers. The distribution channel for our product will be as follows;

Manufacturer

Retailers
13

Consumers

Marketing flow
PHYSICAL FLOW

Suppliers A,B,C...

Warehouse ( Raw materials)

Manufacturer

Warehouse ( Finished goods)

Selective Retialer A,B,C,D....

Consumers

TITLE FLOW (Forward Flow)

Manufacturer

Retailers

Consumers

14

PAYMENT FLOW (BACKWARD FLOW)

Consumers Cash Retailers Cash/Bank Manufacturer Bank Suppliers

INFORMATION FLOW (Both Sided)

15

RISK FLOW

Manufacturer

Retailers

Consumers

CRITERIA TO BE RETAILERS Number of years in business should be least 3 years. Other lines to be carried out by retailers are stationary, artistic and gift products of all types. A minimum turnover of 15lacs/annum is required for the Growth & Profit Record. The wholesaler must have good service reputation in the market and it must be cooperative. (Subjective)

16

PRICE
OBJECTIVE The objective of pricing is to maximize the profit along with maximizing market share in the long run by launching different pointed pens. COST OF PEN ( PER UNIT) Manufacturing Cost : 225

(Includes the following cost) Colour Scanner and button: 90/ Metallic body: 50/ Ball types: 15/ Colour Ink Cartridge: 70/ Packaging Cost: S & D Cost: Total Cost: Profit : Retailers cost: Retailers profit: Price: 25 50 300 135 (45% profit on cost) 435 65 (15% profit on cost ) 500

17

Integrated Marketing Communication Strategy

MISSION Our aim is to create awareness of the product to the target audience and make them to use the product. MESSAGE We want to communicate to our audience that 'Creative Colour Picker Pen' is Indias first artist's tool that can be used at anywhere at any time. It's completely user friendly product. MEDIA Advertising TV Professional Magazine (ART INDIA MAGAZINE) Sales Promotion Free Trail

18

Money
ADVERTISING BUDGET
AD MEDIA TV Ads Art India Magazine Description 30 Seconds 24.5cm x 20 cm Rate () 6,00,000 50,000 TOTAL FOR THE YEAR 260 4 TOTAL () 15,60,00,000 2,00,000

TOTAL

15,62,00,000

SALES PROMOTION BUDGET

Free Trail

200 Outlets *1 Pen/Outlet *500 Rs./Pen (The life of the pen is approx. 8 months)

() 1,00,000

MEASUREMENT For measuring effectiveness of advertising and sales promotion tools we are going to use Sales Effect Research.

19

CONCLUSION
Our project report on New Product Development has given a great insight of marketing activities related to the launch of new product. It has been an experience which has enlightened and enabled us to be better in terms of our pool of knowledge. We truly felt that we know and understand things better than we used to yesterday as far as confectionery industry is concerned.

We are thankful to the institute and our faculty Mrs. Ingita Jain for providing us such a great opportunity in the field of marketing. We also thank all the people who have helped us in this project.

At last we would like to conclude by summing up in this way: IT IS GOOD TO HAVE AN END TOWARDS A JOURNEY; BUT IT IS THE JOURNEY THAT MATTERS IN THE END.

20

BIBLIOGRAPHY
Marketing Management by Philip Kotler

WEBOGRAPHY
http://www.crayola.com/ http://www.camlin.com/ www.faber-castell.in/ www.artindia.com/ http://www.scribd.com/doc/55526285/Camlin-Report http://www.expressindia.com/fe/daily/19991005/fco05042.html http://www.techshristi.com/1417/new-product-launch-on-pen/ http://www.techshristi.com/1508/the-study-of-market-strategies-ball-pensgel-pens/

21