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Dr Philip Kotler, while trying to define Marketing, mentions about how marketing identifies

an unfulfilled need and desire. In his definition of Marketing, he continues to explain how

marketing relates to the process in which this unfulfilled needs/desires is not only identified,

but its intended market and the corresponding profit potential are defined, measured and

uantified. !his aptly relates to the product in hand as its marketing relates to satisfying a

latent need. !he importance of such a marketing plan needs to be taken in the Indian context.

" product such as a #aby Monitor that is $ery commonly used in the %est may not find many

takers in the India due to traditions that tips the scale against our fa$or. !hus any marketing

plan first needs to find a$enues to identify the right customer and communicate the right

message regarding our brand inasmuch as helping them recall &ittle 'ohnny whene$er #aby

Monitor comes to their mind.

!his Marketing plan report puts forward all the necessary actions that need to be carried out

based on the limited data a$ailable online regarding India consumer trends. It has gi$en eual

if not more emphasis on Market sur$eys and direct communications with the end customer

and channels in the form of inter$iews and uestionnaire responses collected o$er the period

of time this study was undertaken.

In the last two three years the $ideo sur$eillance market in india has witnessed tremendous

growth of about () perce

nt or

e$en higher.There has been 118% growth in demand for CCTV surveillance for use in

a wide variety of location such as IT parks, banks, malls public places like parksand private places such as gated communities and residential corridors, over the last

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two years! 8"% of the CCTV camera needs are for commercial purpose, whereas

1#% are for residential!

o $% of the online searches are from educational institutions like schools and

colleges!

o #&% of the CCTV camera needs are from parents search to monitor their child's

activity while they are at work or travelling!

o (&% increase in the CCTV camera needs by )*Is, who want to talk to and

monitor their elderly parents in India!

o (#% increase in CCTV camera needs for gated communities!

o $% of needs are by homeowners who want to keep an eye on pets and kids at

home while they are busy working in the office!

I+ cameras are eperiencing positive growth as a result of increasing need for advanced security!-lso, due to the coming up of various metro rail, mono rail and airport pro.ects, the demand for I+cameras are epected to reach a new level over the coming years! -part from this, another key trendwhich is noticed in the Indian market is the growth of /)VI0 cameras! /)VI0 camera witnessed asubstantial increase of around $%, which means that Indian customers are now adopting standardcameras!2overnment initiatives like establishment of advance surveillance systems along with ma.orfund allotments to secure all key government infrastructures like transportation facilities, financial

corporations, educational institutions, industrial and commercial establishments has fuelled the growthof video surveillance camera market in India! The India Video 3urveillance Camera 4arket isconventionally ruled by analog based surveillance systems! 5owever, video surveillance technology has shownan impressive evolution from the analog to digital! The dire need for smart and intelligent security systems due toincreased criminal activities has also triggered the demand for video surveillance camera systems in India!0urther, the image 6uality is of paramount importance in carrying out .udicial procedures and law enforcement!The India Video 3urveillance Camera 4arket holds low entry barriers for foreign manufacturers and suppliers ascompared to other potential high growth markets! +rivate cloud based services like shared use 7 storage of dataand remote access to databases along with customied surveillance services are being ventured for futureneeds! 5owever, restraints like lack of government infrastructure and absence of regulatory framework act asma.or hindrances for the growth of Indian Video 3urveillance Camera 4arket!