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1. Mr. Sunil Gupta, Director of Durable Products (P) Ltd has come up with the idea of launching Big

Pop. According to Mr. Sunil Gupta consumers will show intrest in gadgets that lead to convenience and

fun and it will be profitable to manufacture and market the product. Also Mr. Sunil Gupta will have the

first mover advantage.

Presently in some of Indian homes, corn is prepared in the pressure cookers & in some cases in theoven. This is one of a kind machine which is safe and easy to operate. This 2 minutes popcorn machine

could also be used for other roasting applications such as roasting coffee seeds, nuts and even ready to

fry snacks. Inspite of all the uses of the product the strong Indian culture will make the diffusion process

and adoption process slow. So we would definitely propose that the product be launched.

Mr. Gupta keen to recover all the expenses(including & promotion) in addition to at least 25% profit in

the first year. Use Skimming Policy rather than penetration to recoup costs => High Price. The price we

propose is Rs. 1500 Rs. 2000. The product will take time to gain popularity in the market therefore it is

advisable that the people with more disposable income be targeted initially before lowering prices and

penetrating the market. Plus there is not competition as yet for Big Pop so they can afford to have

higher margins.

2. Marketing Stratergy for Big Pop:

Product: With a compact size that takes up minimal space on the counter. The unit leavesbehind virtually no unpopped kernels, and its angled chute does a good job of directing popped

corn into the bowl. Because it works with hot air instead of oil, there's not the high fat or oil

content to worry about. However, there's no reason the popcorn can't be mixed with great

amounts of salt and butter. Popcorn can also be enjoyed when combined with seasonings,spices and other foods like caramel and cheese providing a nutritious, delicious snack.

Place: The company will sell its products through the distribution channels used by thecompanys other products. It would sell to agents who in turn would sell to authorized dealers

and other retail outlets where potential for sales is large.

Price: Mr. Gupta keen to recover all the expenses(including & promotion) in addition to at least25% profit in the first year. Use Skimming Policy rather than penetration to recoup costs => High

Price. The price we propose is Rs. 1500 Rs. 2000. The product will take time to gain popularity

in the market therefore it is advisable that the people with more disposable income be targeted

initially before lowering prices and penetrating the market. Plus there is not competition as yetfor Big Pop so they can afford to have higher margins.

Promotion: Heavy Promotion focused on Kids.a. Demonstrations of the product outside big retail outlets ,theaters and block marketsb. Trade fair and exhibitions

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c. Advertisement during intervals in moviesd. Newspaper advertisements

3. Market Segments-

Geographic: Tier 1 and Tier 2 cities.

Demographic: People with high income level belonging to SEC A1, A2, B1 and B2.

Psychographic: Believers and Innovators. People who believe these products are better and people who

are creative with cooking and like to use gadgets to make the process simpler.

Target Market-

The target market we have listed for Big Pop will be Tier 1 cities and people belonging to SEC A1/A2 who

believe that a Big Pop machine will be better for them.

Positioning-

Superior : High Quality Japanese Motor and Heat Shield Communicable: We can easily communicate the benefits Pre-emptive: We are the first movers in the market Affordable: For our target segment Profitable: For the company

Over the next couple of years the company can adopt a penetrative pricing option and explore new

markets like lower income level groups and tier 3 cities.