8/3/2019 (Launch Dishwasher)
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An Assignment
On
Launching of a Clean - star DISHWASHER
Submitted in partial fulfillment of the
Post-Graduate Diploma in Business Management
Batch: 2010-12
(APPROVED BY AICTE, GOVT. OF INDIA)
Submitted To: Submitted By:
Dr. Vijendra dhyani Ravi Upadhyay (122)Faculty Strategic
Management Section - C
IMS Ghaziabad
8/3/2019 (Launch Dishwasher)
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Objective: To launch a DISHWASHER.
Brand name: Clean-star Dishwasher.
Market segmentation, targeting & positioning:
Single product Single market segment.
Justification: the market segment that is targeted is the HOTELS
ANDRESTAURENTS of Delhi & NCR region
The Marketing strategy of product B2B marketing.
The company organizes a specialized trained sales force for B2B
selling indifferent hotels and restaurants Initially in DELHI &
NCR region.
The concept used for superiority among the various competitors
is
Cost leadership Concept
The product is available in varied Range depending upon its size
and capacity
with variable price Such as:Size: width and depth: 80-100
cms.
Price: Rs.25000 30000The cost will be low as the product is
based on B2B marketing so there is not
much need of advertisement.Product features are used as
positioning in minds of customers:
The product saves 20-30% on electricity bill with respect to
similar products of
customers.The product has an energy saver Blue Star symbol
inscribed on the front panel.
The product uses a new concept of reusability of water for 5
washes by refining
the waste material out and reusing the same water again and
again up to 5 washes.This will save water.
This is the quality of the product that will differentiate it
from competitors
product.
The growing standards and time constraint in form of fast
services in hotels and
restaurants is the most positive point for use of dishwashers
and its growing
market demand.My dishwasher also contains a refillable chemical
detergent solution Pocket
inside the machine in which the detergent used is highly Anti
microbial and it will
clean all the utensils with 100% surety of no microbes or germs
left.
Promotion Strategy:
Organized sales force for visiting Different hotels and
restaurants.
Newspaper advertisement (optional) and telephonic selling by
calling todifferent Hotels, Restaurants and even Mess and Canteen
of different
Colleges and Schools located in Delhi and NCR.
