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A business plan for expanding Helter Skelter’s market in “ INDIA”
INTRODUCTION
HELTER SKELTER ,Inc., WAS ESTABLISHED IN 2011.
IT IS A TEXAS BASED COMPANY.
IT DEALS IN TERMITE EXTERMINATION.
MONOPOLY IN ITS FIELD .
A POSITIVE ASPECT OF FUTURE MARKET GROWTH.
MISSION STATEMENT
“We Make A Difference Through Our People, a Team Of Dedicated Professionals Who Value Our Clients, deliver On Our Commitment And Contribute To Sustainable Development……”
GOALS AND OBJECTIVES
To Enter Indian Market Targeting Households And Real Estate Builders For Termite And Insect Treatment.
Making People Aware Of This Treatment As 90% Of The People Don't Know When And How To Go For Such Kind Of Treatment.
To Enable Builders To Build Healthy, environmentally Sound Houses That Optimise Residents’ Quality Of Life…….
VISION
“We Want To Be The Global Leader In Delivering Excellence To The Building Protection System And Restoration
Industry….”
TOP 10 SECTORS OF USA
SOFTWARE &IT19%
FINANCIAL SERVICES
16%
BUSINESS SERVICES16%
INDUSTRIAl MACHINERY EQUIPMENT & TOOLS
9%
COMMUNICATION8%
TRANSPORTATION 7%
METALS7%
CHEMICALS6%
AUTOMOTIVE COMPONENTS
6%
REAL ESTATE6%
SECTOR
PHARMA-CHEMICALS
& MEDICINAL CHEMICALS
PAINTS AND ANTI TERMITE
PRODUCTS30%
SOAP, DE-TERGENT
AND CLEANING PRODUCT
15%
MAN MADE FIBERS
14%
BASIC CHEMICALS10%
CHEMICAL INDUSTRY OF USA
10%
20%
10%60%
MARKET SHARE OF HELTER SKELTER IN PAINTS AND ANTI-TERMITE CHEMICAL
PRODUCT
BAYER AGDOW CHEMICALDUPONTHELTER SKELTER
MARKET WORTH = 5000 CRHELTER SKELTER’S SHARE= 3000 CR
CHEMICAL INDUSTRY STATISTIC AND MARKET SIZE OF USA 2009-14
•$1700 crREVENUE
•1,11,676EMPLOYMENT
•181BUSINESSES
•5.4%ANNUAL GROWTH
SWOT ANALYSIS
STRENGTH
• MOST RELIABLE COMPANY
• UNIQUE TREATMENT STYLE
• IMMENSE GOODWILL
• MONOPOLY MARKET LEADER
WEAKNESS
• WORKFORCE TURNOVER
• NO INTERNATIONAL AWARENESS OF THE COMPANY
• CHALLENGE IN TERMS OF NEW PRODUCT
OPPURTUNITY
• SCOPE OF EXPANSION
• ACCEPTABILITY OF THE COMPANY IN INTERNATIONAL MARKET
THREAT
• NEW COMPETITORS IN MARKET
• RESTRICTION OF ENTRY IN INTERNATIONAL MARKET
• ENVIRONMENT POLLUTION CONTROL AGENCIES
• CONSUMER BUYING BEHAVIOUR
GETTING INTO
INDIA
CAPITAL- NEW DELHITOTAL AREA-3287590 KM^2
POPULATION- 121 CROREGDP- $2.048 TRILLION
CURRENCY- INR ( INDIA RUPEE)
WHY INDIA ?????TROPICAL CLIMATE ( SUBJECT TO
TERMITES)
WORLD’S CHEAPEST LABOUR MARKET.
LIBERAL GOVERNMENT POLICIES.
EMERGING ECONOMY
HEALTHY FINANCIAL MARKET
LARGE INVESTORS
MARKET POTENTIAL
2008 2009 2010 2011
REAL ESTATE CAGR IN CRORES
50.1 53.3 55.6 66.8
5
15
25
35
45
55
65
REAL ESTATE CAGR IN CRORES
India basedCOMPETITORS
TERMINIX Ltd.
NEXT ZEN PEST CONTROL
ORKIN
TRULY NOLEN
SELECTING THE TARGET MARKET
TROPICAL CLIMATE
URBAN AREA
ECONOMICALLY DEVELOPED
WHERE REAL ESTATE GROWTH
IS HIGH
BUILDERS
CONTRACTORS
FOCOUS ON URBAN AREAS
FOCOUS ON AREA WHERE REAL ESTATE IS EMERGING FOCOUS ON ECONOMICALLY DEVELOPED REGIONS
SELECTED AREAS AS PER SURVEY
DELHI
KOLKATA
MUMBAI
HYDERABAD
AS PER THE SURVEY INDIA AS A TROPICAL CLIMATE POSSES THE REQUIRED QUALITIES WHAT WE NEED .. SELECTING THE URBAN AREAS WHICH ARE ECONOMICALLY DEVELOPED AND WHERE REAL ESTATE IS GROWING WE GET THESE 4 METROPOLITANT CITIES WHERE WE WILL TARGET THE BUILDERS IN OUR FIRST PHASE OF BUSINESS.
STRATEGIES (THE 4 - P’S)
PRODUCT MIX PRICE MIX PLACE MIX
PROMOTION MIX
PRODUCT MIX
EXISTING PRODUCT FOR USA
NAME- DR. DRE TERMITE SOLUTIONS
PRODUCT DESIGN- 100 & 150 ltr DRUMS
PACKED IN TIN FOR SINGLE USE
NO SPECIAL PACKAGING ( ONLY COMPANY LOGO)
LID BASED DRUMS, NO HANDLES.
NEW PRODUCT FOR INDIAN MARKET
NAME- NEW DR. DRE ANTI - TERMITE
PRODUCT DESIGN - 30 & 50 ltr DRUMS
PACKED IN PLASTIC DRUMS FOR MULTI PURPOSE USE
HANDLES IN DRUM FOR MORE CONVENIENT
USE OF MORE COLORFUL PACKAGING WHICH WOULD JUSTIFY STRENGTH AND PROTECTION.
NEW CHEMICAL ADDITION TO THE SOLUTION WHICH WOULD HELP IN IMPROVING THE GLAZE OF HOUSE PAINTS AND WILL ACT AS WATER RESISTENT TOO
PRICE MIX
PRICING STRATEGIES
USE OF BOTH SKIMMING AND
PENETRATION PRICING
KEEPING LOW PROFIT
MARGIN FOR FIRST FEW
YEARS
PLACE/ DISTRIBUTION MIX
PLACE/ DISTRIBUTION MIX
• 4 METROPOLITANTS DELHI KOLKATA MUMBAI HYDERABAD• 4 WARE HOUSES, 1 AT EACH METROPOLITANT• USE OF RENTED VEHICLES FOR DELIVERING
PRODUCTS
PROMOTION MIX
PROMOTION TECHNIQUES
ADVERTISEMENT THROUGH COMMERCIAL ADS, PAMPLETS, NEWS PAPAER
DISCOUNT COUPONS
1 ltr FREE ON PURCHASE OF 150 ltr
CASH DISCOUNT FOR FIRST 5 CUSTOMER
FREE DEMO AND 2 YEAR WARRANTY
BUDGET FOR THE FIRST YEAR
100 CROR
E
25%
40%
15%
20%
EXPENDITURE
PRODUCT DISTRIBUTIONPROMOTION OTHER EXPENSES
DISTRIBUTION INCLUDES :-
• ACQUIRING WAREHOUSES AT 4 METROPOLITANT
OTHER EXPENSES INCLUDES
• COST OF HIRING NEW PERSONNALS
• SALARIES• STATIONARIES• BILLS• RENTS
PRODUCT INCLUDES
• COST OF PRODUCTION• COST OF EXPORT
IMPLEMENTATION
EXPORT FOR FIRST FEW YEARS RATHER THEN SETTING UP PRODUCTION UNIT
4 GROUPS,TOTAL OF 20 MEMBERS FOR FIRST FEW YEARS 1 GROUP FOR 1 CITY
EACH GROUP SHALL CONSIST OF A ZONAL MANAGER, HUMAN RESOURSE MANAGER,SALES , MARKETING AND FINANCE MANAGER.
BEP ANALYSIS ASSUMPTION
• PRICE PER LTR= 100• FOR 50 LTR= 5000• MRP= 6000• PROFIT=1000• SELLING 2,00,000 UNITS OF 50 LTR EACH =
120000000• PROFIT= REVENUE- EXP= 1,20,00,00,000-
1,00,00,00,000=2,00,00,000• BEP POINT= 2000000000/20000000