BACKGROUND
The Iirst idea oI projecting an image on a surIace was envisioned in a drawing by
Johannes de Fontana In 1420. It was a sketch oI a monk holding a lantern. In the side oI the
lantern, there was a small translucent window that had an image oI a devil holding a lance. The
image, probably drawn on a thin sheet oI bone, was projected onto a wall by the Ilame in the
lantern. Without a lens, the image on the wall would have been very blurry.
As the business and corporate world grew, so did the necessity oI meetings.
Presentations became the call oI the day. Sales presentations, accounting presentations,
motivation presentations the list goes on and on. The call Ior better media Ior these
presentations came loud and clear. 'We need a multimedia projector that`s small, easy-to-use,
versatile, reliable, and capable oI creating clear, bright images oI any size, in any room, in any
light. Now that was a tall order!
In the mid 1990s, with scientists and engineers working hard, a new technology was
created that eventually led to the Iirst multimedia projector. But now demand came Irom the
traveling salesman or corporate businessman, students, teachers, proIessionals and general
people. So the need was Ior a multimedia ultra portable wireless projector with a user-Iriendly
design that would allow users to easily present any combination oI computer graphics, audio
and/or video, to business meetings, sales presentations, training sessions or soItware
demonstrations.
So we introduce wireless portable multimedia projector with power storage, inbuilt
sound system, usb reader support system. By launching this projector user doesn`t need input
devices, such as scanners and computer or laptops, and the projected image. It is user Iriendly.
Users have not to worry to bring input device to read data and sound system to make it audible.
Power storage Ieature make it to in working condition iI there was not electricity or a power
cut. Power storage protect projector Irom damage by the unpredictable power cut.
1.1 SITUATION ANALYSIS
Nowadays, there is approximately institute use to teach student on projector. This indicates that
Projector are quite popular and common in institution and business. Since show the potential
market Ior projector
According to research, the sales oI Epson projector in the industry is about 30 - 35, and the
rest oI the sales are share among other projector companies respectively.
ThereIore, Epson tried to release many new and high quality projectors.
1.2 CONSUMER ANALYSIS
With the previous version oI projector, we have Iind lots oI problem. To operate projector
We need laptop or computer device, and provide good sound system we required no oI speakers.
Even though iI there was power Iailed than consumer not able to use it
With this new projector all the above problems will be resolve.
In institution, business Iirm and Ior home theater purpose this projector is highly useIul cause oI
its Ieature. There is high chance to acceptations by industry, business Iirm and institution.
1.3 COMPETITOR ANALYSIS
Regional Market Share
1apan Americas Europe Asia
1 EPSON 38.1 Infocus 14.6 EPSON 10.1 EPSON 16.6
2 Panasonic 8.7 EPSON 11.2 Sony 8.7 Sanyo 10.1
3 Plus 8.4 NEC 7.3 NEC 7.4 Panasonic 9.0
4 NEC 8.2 Sanyo 6.7 Sanyo 7.3 Sony 7.9
5 Sanyo 6.2 Sony 6.2 Hitachi 7.1 Hitachi 7.5
Worldwide Market Share
Epson 13.6%
Infocus 9.3%
Sony 7.4%
NEC 7.1%
Sanyo 7.0%
Toshiba 6.4%
Hitachi 6.2%
Panasonic 5.8%
Sharp 4.3%
Mitsubishi 3.6%
PhiIips 3.6%
BenQ 2.2%
HP 2.2%
Other 21.4%
1.4 SWOT ANALYSIS
Strengths
[Link] SatisIaction
II the customer is not satisIied with our products, then we are unsatisIied
as well.
Customer satisIaction stems primarily Irom the quality and eIIectiveness
oI our products.
ur Customer SatisIaction has risen steadily over the last 10 periods.
2. R&D Department
Focuses on developing new products related to consumer needs and
demands.
Introduces quality products with low cost
"uality products
The quality oI our products is a strong Iactor in our customer satisIaction.
We strive in making high quality products with limited side eIIects.
Weaknesses
1. Low Marketing Budget
We Iind ourselves with a limited budget.
We should not sacriIice Iunds to areas which we know need speciIic
amounts oI capital.
2. High Cost oI Goods Sold
ur Low marketing budget is partly linked to the high costs oI goods sold.
We invest greatly in advertising in order to raise our consumer brand
awareness
Opportunity
1. Expansion oI product line
Ever-growing market gives us the opportunity to expand our product line.
Introduction oI two new products All-in-one and prodigy projector in the
last Iive periods.
Threats
1. Crowded Markets
Many Iirms that distribute similar products.
Competition is very intense.
2. Faulty-product lawsuits
'ery diIIicult and costly to run long-term tests beIore introducing the
product to the market.
2. STP ANALYSIS:
2.1 SEGMENTATION
Geographic:
Country:-India
States :-Gujarat, Rajasthan, Maharashtra, Madhya Pradesh, Delhi, Karnataka,
Utter Pradesh
Cities: - All Metro city Banaras, Allahabad, Deharadun, Mangalore,
Bangalore, Maniple, Bellary, Mumbai, Pune, Indore, Udaipur, Jaipur,
Ahmadabad, Baroda, Surat, Rajkot and Gandhinagar
Demographic:
Age: - 20-60 years,
Gender: Male and Female,
Family income: - high income (~800000)
ccupation: - businessman/ industrialist, selI employed (A1, A2, B1, B2)
Education:- general and ProIessional (A1, A2, B1, B2)
Psychographic:
Socioeconomic class: - A1, A2, B1, B2, C1
LiIestyle: -Aspire, Succeeder, Explorer, ReIormer.
Personality: - gregarious, authoritarian, ambitious
INDRUSTRIAL SEGMENTATION
Organizational Characteristics
Demographic:
Age: - Start up (institution), 1-3 year, ~10 years.
Size: - Moderate, Medium, Large
Industry: - Health, Institution, ManuIacturing, Mining, Services,
Construction, Finance, Insurance, Real Estate
Type: - corporations, non-governmental organizations, international
organizations, armed Iorces, partnerships, cooperatives,
and universities.
ECONOMIC:
Turn over: - More than or equal to 1 Crore
ProIit: - High - ProIit Growth, Moderate ProIit Growth
GEOGRAPHIC:
Local: - Ahmadabad, Baroda, Surat, Rajkot, Gandhinagar
National: -Southwest, and Northwest, North, west, South and Central
Zone oI India
Multinational: - India, USA, Netherland, China, Singapore, Taiwan
and Japan
2.2 TARGETING
Segment Structural Attractiveness
Consider eIIects oI: Competitors, Availability oI Substitute Products and, the
Power oI Buyers
Analyze Growth rates, sales and expected proIitability.
Company bjectives and Resources
Company skills & resources relative to the segment(s).
Look Ior Competitive Advantages.
2.3 POSITIONING
Features and Benefits`
Hassle Iree set up with easy to use
Full HD Resolution
High contrast ratio oI 36000:1
In build speaker
Full usb support
In build D'D player
Wireless projector
Battery back up
2.4 DEVELOPMENT POSITIONING STATEMENT
2.4.1 Brand Name: - EPSON
2.4.2 Product Name: - Prodigy Projector
2.4.3 Slogan: - EPSON EXCEED YOUR VISION
2.4.4 Punch Line: - Prodigy Projector.
NO ZANZAT NO KHATPAT
2.4.5 LOGO: -
3. MARKETING COMMUNICATION OB1ECTIVE
3.1 ORGANIZATION OB1ECTIVE
Increase corporate value and maintain a high level oI transparency and soundness in its
operations through strengthening management surveillance Iunctions and ensuring
compliance with corporate ethics Ior customers, employee, shareholders and other
stakeholders.
To be recognized as the leader in digital imaging domains
To maintain our leader position in the minds oI personal digital image users
3.2 MARKETING OB1ECTIVES:
Increase market share in the target market by 10 points in coming year
Increase product sales to the target market by 25 in coming year
Provide total customer satisIaction
3.3 COMMUNICATION OB1ECTIVE:
To increase brand awareness by 40
To encourage new user to use this brand
To educate the consumer Ior proper use oI projector
To provide comprehension
Developing a understanding oI what the product is and how to beneIicial Ior user
4. PRAMOTIONAL STRATEGY
4.1. IMC TOOL USED
4.1.1 IMC tools selection
Print Advertizing
LeaI late insertion
Prodigy projector is electronic equipment so we have decided to use print
media Ior its promotion. Because other tools are just waste oI money
They would not be that much eIIective because product mainly use in
institution and business Iirm
4.1.2. MEDIA PLANING
Times oI India is the most popular News paper in India
As its daily circulation in India is 39,56,398.
It is daily published print media so we have decided to select it as media
vehicle.
TI circulation in diIIerent city
C|t|es
C|rcu|at|on
Ahmadabad
189623
uelhl
1047984
Mumbal
736430
8angalore
439048
une
241407
Mangalore
13023
4.1.3. Buying Media Time and space
There is the list oI rate / square cm in diIIerent city
C|t|es
kate per sq cm (|n ks)
Ahmadabad
62300
uelhl
343300
Mumbal
388000
8angalore
248300
une
138000
4.1.4 Scheduling
First time advertize
HalI Page Horizontal ad
Regular advertize
LeaI late insertion
Sponsorships event
Participating in 3 event in yearly
4.2 MARKETING IMPLEMENTATION SCHEDULING
9k1ICULk
I- IL8 Mk 9k M IU- IUL UG SL9 CC1 -CV DLC
9r|nt D
*
* * * * *
* *
Sponsorsh|ps
*
* *
3 IMC too| w|se on month|y bas|s (promot|on t|me chart)
Age Group
to 70
I-Uk IL8kUk MkCn
Week]Day
7
2
8
7
2
8
7
2
8
Print
AdverLlsemenL
*
* * *
Sponsorships
*
Age Group
to 70
9kIL M IU-L
Week]Day
7
2
8
7
2
8
7
2
8
Print
AdverLlsemenL
* * * * * * * *
* *
Sponsorships
Age Group
to 70
IUL UGUS1 SL91LM8Lk
Week]Day
7
2
8
7
2
8
7
2
8
Print
AdverLlsemenL
*
* *
Sponsorships
*
Age Group
to 70
CC1C8Lk -CVLM8Lk DLCLM8Lk
Week]Day
7
2
8
7
2
8
7
2
8
Print
AdverLlsemenL
*
*
Sponsorships
*
5. BUDGET ALLOCATION
O Budget for advertising: 46601535 RS
HalI page advertizing on last page
C|t|es
|n ks
Ahmadabad
2300000
uelhl
3000000
Mumbal
3000000
8angalore
4000000
une
3000000
1oLal
19300000
LeaI Late Insertion per Thousand cost is 600.00
A5 size LeaI late cost per 5000 Rs 1500.00
Total Circulation in single day 2687517 copy
Total print cost Ior 1 day circulation (2687517 / 5000) * 1500806255
Total Cost806255*19
Rs 15318845
Insertion Cost 1612510 Ior single time
Total Insertion Cost 1612510*19
30637690
Total Cost15318845 30637690
Rs 45956535
Sponsorship program
Rs 450000
Lva|uat|on and contro|
nqulry LesL are deslgned Lo measure adverLlslng effecLlveness on Lhe basls of lnqulrles generaLed from
prlnL medla
leedback form CeLLlng feedback relaLed Lo pro[ecLor llklng and performance by demo slx monLh afLer
purchase