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PRODUCT

Company Overview

Saara Pvt. Ltd is a global leader in home appliances and appliances for professional use,

selling more than 40 million products to customers in 150 countries every year. Our focus is

on innovations that are thoughtfully designed, based on extensive consumer insight, to meet

the real needs of consumers and professionals. Our products include refrigerators,

dishwashers, washing machines, vacuum cleaners and microwave ovens.

At Saara Pvt. Ltd, our challenge is to create a balance between work time and personal time,

with products that can benefit people's lives at work, at home, and everywhere in between.

Saara Pvt.Ltd consumer electronics can enhance your enjoyment, add to your comfort and

open new perspectives. Saara Pvt. Ltd business products can boost your productivity and

reduce costs. Saara Pvt. Ltd products are designed to help individuals, families, and corporate

teams connect effortlessly, communicate clearly, and unleash creativity like never before.

Saara Pvt. Ltd is dedicated to improving people's lives through the use of advancedtechnology and a commitment to innovation, quality, value, and design.

Location

Corporate Office

SAARA HOME APPLIANCES PVT. LTD.

Matre Complex, Salim Ali Bapat marg, opp Lokmanya College of Arts, Lower Parel-

Mumbai-400077.

Contact Number ± 022 24017869

022 24017860

Fax Number ± 022 24017866

Website: www.saara.in

Email id: [email protected]

Manufacturing Unit

Saara industries, Jalpak Dhanisia road, Sector 4, opp Birla Temple, Vashi - 400089

Contact Number ± 022 28219394

022 28219395

Fax Number ± 022 28219393

Name of Product: Saara mo4400

Product Launch: January 2, 2012



Microwave Oven

Saara microwave oven (often referred to colloquially simply as a "microwave") is a

kitchen appliance that heats food by dielectric heating, using microwave radiation to excite

polarized molecules within the food. Microwave ovens heat foods quickly and efficiently,

and because excitation is fairly uniform in the outer 1 inch (25 mm) to 1.5 inches (38 mm) of

a dense (high water content) food item, food is more evenly heated throughout (except in

thick dense objects) than generally occurs in other cooking techniques. It also offers a oven

tray facility which can be used for making items like pizza¶s, breadsticks, etc. the unique

feature of the model of heating food and making items which can be made in oven only is a

very unique feature and helpful for making two things at a time. It caters the need of not

having tow separate thing because it serves both the function of a microwave and an oven

There are four different temperature control setting and a button for each type. Frozen rising,

Frozen Regular, Fresh Regular, Fresh Par-Baked.

Key Features

y Counter Top Microwave + Oveny Full-size 2.0 cu. ft. Microwave with 1200 watt power

y Large 16" Carousel®

turntable holds almost any dishy Easy-to-use 7-digit 2-color display

y 9 Sensor Cook, Sensor Reheat, Sensor Popcorn, 4 Defrosty Keep Warm Plus

y 24" W x 13-3/8" H x 19-1/8" Dy Stainless Steel

y Dual heat facility



Unique Selling Proposition (USP)

Placing and removing the heated bowls in the microwave can quite be a task considering the

space inside and very often our hands touch the coils in the microwave. To avoid this

inconvenience, we have come up with the slide in-slide out turn tables, where in we will

provide the microwave with a switch, which on pressing will make the turn table slide in or slide out so that it is convenient and easy to place and remove the bowls.

Another USP of our product is that we can customize the microwave oven according to the

color that you want on a pre ± placement order basis. Many times the color scheme of your

kitchen and the color of the microwave or your appliances are way different making the

kitchen look loud or shabby. Therefore we give you the opportunity to select your own color

in which you want your microwave to look like which will give a fine texture to your kitchen.



Price

Our aim is to obtain a profitability rate on the invested capital in order to recover the

investments in research, production, promotion, publicity and marketing.

Product Cost for the Company:

The product cost for the company is Rs. 6000 per oven, which includes the actual production

cost, raw materials, variable costs, transportation, other overheads as well as publicity. It also

includes Retail outlets Profit Margin which would be 15% of our cost Price.

Retail cost:

The selling price (i.e. the retail cost) of the microwave oven is Rs.9999.00 which gives the

company a profit margin of 50% of the Cost Price.

Pricing Strategy:

We are using the Premium-pricing strategy to sell our product. Premium pricing is the

practice of keeping the price of a product or service artificially high in order to encourage

favorable perceptions among buyers, based solely on the price. The practice is intended to

exploit the (not necessarily justifiable) tendency for buyers to assume that expensive items

enjoy an exceptional reputation, are more reliable or desirable, or represent exceptional

quality and distinction. We plan to do the same by adopting this pricing strategy as our target

audience comprises of the upper middle class and the upper class segment of the society,



Place

Place refers to as where the product will be made available to the people. For this purpose

we plan to give our dealership rights to the various stores. Profit margin would be

approximately same for all the outlets. However, profit margins may vary with he facilities

given by the various dealer.

Outlets where the product would be made available:

y Vijay Sales

y Croma

y Sony Mony

y Alfa

y Snehanjali

y Sumaria

y Next

y E-Zone

Availability:

It would be made available at all the outlets mentioned above and also to other small outlets

of electronic goods. As locals sometimes prefer to walk into a outlet near by their house

because they outlet owner has goodwill with the nearby locals and also it is easy to reach theoutlet if any after sale service is required.



Promotional offers

A recipe book

There are times when we want to cook something in the microwave; we are often left

confused with the temperature and timing options within the microwave. And to avoid this,

we will be providing our customer with a microwave recipe book wherein all the possible

recipes would be provided considering the preparations in the microwave way. So the

temperatures to be set and the timings to be set will be according to the microwave which

will make cooking much simpler and convenient because we will not have to wait by the gas

while it is getting cooked but can rather sit back and relax.

Microwave safe bowls for heating

We will be providing a set of 3 microwave safe bowls of different sizes for convenient and

safe microwave cooking.



Ready-to-cook vouchers worth Rs. 1000/-

Microwaves are known for quick cooking and what quicker than ready-to-cook food packets!

We are therefore tying up with the ready-to-cook company for our promotional offers. We

will be providing our consumer with vouchers worth Rs. 1000/- so that they can purchase

their preferred packets which they can cook in their microwaves.

Fingers Microwave Grip

Microwaves promised us that they would only heat the food while the bowls stay cool. All

lies! Anyone who has ever used a microwave knows that the bowl gets incredibly hot and you

often have to use a towel or oven mitt to remove your food. The Cool Fingers Microwave

Grip makes it easy and safe to get a grip on microwave dishes. The finger sized silicone

kitchen accessory stays cool and lets you grab your dish without it getting in your food or forcing you to use two hands. It¶s the perfect size for it¶s task and it looks like a cute little

oven mitt for your fingers



LEAD GENERATION

Lead generation is a win-win for both the buyer and seller. A buyer is able to request

information from several businesses that offer the product or service that they are looking for

and the seller is given the opportunity to pitch their product or service to someone who has

given them permission. Conversion rates on leads that you receive often have a higher

conversion success rate than cold contacts because the prospect is pre-qualified, before you

ever receive the lead.

LEAD GENERATION PROCESS

The lead generation process is powerful virtuous circle with 5 components, each supporting

the one that follows.

The fifth segment of the circle provides valuable information that greatly improves the results

obtained in the next campaign (i.e. virtuous in nature). The 5 components are...

1. Set objectives

2. Get visitors

3. Convert to leads

4. Follow up

5. Analyse and report

This diagram shows where each of these components fits, and how they work together. Note

how component 5 flows back into component one, providing useful information to the next

lead generation campaign.



1)Set Objectives:

The objective of any lead generation campaign is to generate a certain amount of revenue.

For example, I might invest £500 in lead generation and aim to make £2,000 in gross sales

(400% return on investment).

The main metrics that make up your campaign objectives are...

y Campaign budget

y Target ROI (return on investment) expressed as a percentage

y Number of leads needed to achieve target ROI

If you've run lead generation campaigns previously, you can use the results from step 5 to

provide some of the ratios you'll need to work out the number of leads required to reach your

target for the current campaign.

2)Get Visitors:

Use online and offline methods to attract people to your lead generation landing page. The

following sources can be used to provide visitors to the campaign..

y Emails

y Direct mailer

y Directories



3)Convert to leads:

This stage is what most people tend to think of as lead generation. It involves a landing page

specifically designed to convert a visitor into a lead. Click the link if you're asking yourself

what is a lead?

The biggest mistake most people make is to try and sell the product. That's online selling, not

lead generation. The job of the landing page isn't to sell the product. It's to sell the value of...

A phone call

An appointment

More information

And that's all it has to do. Stick to that objective, and you'll find your lead generation deliversmore leads. It's also worth taking a quick look at the approach outlined in this article

4. Follow up:

Once a lead has been generated, it should be followed up within 24 hours (unless the lead

specifies otherwise). The sooner you do it, the warmer the lead will be.

If your landing page sells people on the idea of requesting more information, deliver it

digitally so it can arrive instantly. You should do this even if you also post the information.

Why? Because the process of becoming a lead is something most of us do on the spur of the

moment. The lead generator needs to get in touch as soon as possible and strike while the iron

is hot

5. Analyse and report:

What do successful lead generators do that unsuccessful ones don't? They test and measure

absolutely everything. This is much easier than it used to be, thanks to the web's ability totrack everything automatically.

Direct marketing addresses some of the biggest challenges in marketing a business ± lead

generation, converting those leads into high quality customers, and then systematically

growing customer profitability. Marketing experts estimate that your prospects and customers



are bombarded with more than 3000 marketing messages (direct mail, email marketing,

radio/tv advertising, billboards) ± every day. Direct marketing helps you get through the

µmarketing noise¶, and delivers a high return on investment for your marketing spend.

METHODS OF DATA COLLECTION

a. Private reports

There are many companies that provide detailed information on populations based on PIN

code or telephone prefix. Unlike the government data, they will give more precise

information on education level, age, income, average length of tenure in the neighborhood,

type of employment, and other statistics that can help a local business pinpoint trends that

could affect marketing efforts. We are collecting such data from various malls and

supermarkets so as to make a strong database as the target markets are the most relevant to

such places.

b. Point of sale

Even the smallest company with little or no IT technology will keep some records based

on sales transactions. Technology allows extremely sophisticated POS (point of sale)

information-computerized cash registers can record the time of day, the exact products

purchased, how the customer pays for the merchandise, and the size of transaction. These

systems will generate reports that can help you predict staffing levels and provideinventory control tools. At the same time, these systems frequently allow you to input

basic information at the time of sale such as a PIN code, a telephone no, or the gender of the customer.

c. Employees and volunteers

Employees become our eyes and ears as they communicate with customers. For example, business-to-business salespeople frequently visit their customer offices. They note how

busy the production plants are at different times of the day, if the customer is adding production space, and if there's a sense of optimism in the air. The value of this

information is that it can be communicated directly to the people in your organization who

most need it. Have the salesperson sit down with the delivery people. Have the product

engineers sit down with the customer service department. Suddenly your employees are

sharing customer information they didn't even know they had



DATA COLLECTION METHOD

Sources of Data Collection

1) Electronic Stores

We have decided to approach the leading electronic stores in Mumbai to get the

customer database as it will help us in understanding the customer¶s requirements and

needs in a better way.

y Vijay Sales

y Next

y Croma

y Sony Mony

y E-zone

y Snehanjali

y Sumaira

y Alfa

y Iifa

y Godrej Life Space

y Staples

y Access

2) SuperMarkets

Supermarkets are usually places, which offer the most convenient and innovative

shopping, and therefore we have chosen supermarkets as one our sources to get the

customer data. Even considering our target market, which usually shops from

supermarkets, we can obtain relevant data from the supermarkets.

y Hypercity

y BigBazaar

y ApnaBazaar

y Spencers

y Reliance Freshy Godrej¶s Nature Basket



3) Malls

We kept stalls in various malls, where our volunteers explain our microwaves

features and even show a demonstration of our product. We did this activity to

generate enquiries as well as create an awareness about the product. This helped us in

generating database so that we could contact them later as their interest could be

turned into action.

y Inorbit

y HighStreet Pheonix Mills

y Infinity 2

y Infinity Andheri

y Oberoi Mall

y Atria

y R Mall

y Kohinoor Mall

y Milan Mall

y C2 Mall

4) Modular Kitchen Designers

In today¶s world everyone prefers ready made kitchens as it saves both time and

effort, we are tying up with all the readymade kitchen stores in Mumbai. In this way

these stores will suggest our company¶s product to their clients and make the

measures in the kitchen according to the clients choice.

y Sleek Modular Kitchen

y Godrej Lifespace Modular Kitchen

y Hometown

y Orren

y Innerspace

y Akruti Living



Database Management

y Manage the data entry

In the majority of companies, data about customers rarely goes direct from the cus-tomer onto a marketing database. It may first arrive at the company via a sale made

and be recorded in the sales ledger. Details are passed to accounts, and then perhaps

on to billing, who send the bills out. Information goes to stock control, to let them

know their stock of the product bought is reduced by one.

Once the data has been sourced it needs to be added to the marketing database. Stone

and Shaw (1988) comment that when processing raw data into the final marketing

database the key is to be structured and disciplined. The data needs to be uniform and

in a useful format for the database applications. The main steps in managing the data

entry are:

(a) Verification

Boddington (1994) suggests that verifying that the data has been put in accurately

should be standard procedure. Marketing could ask for it to be keyed in twice, and

if there is a difference, letting the computer throw up the discrepancy.

(b) Validation

Validation is checking the accuracy of personal and product data provided by the

customer.

(c) De-duplication

De-duplication is the act of ensuring that the database does not contain duplicate

records of the same customer.

(d) Merge purge

Merge purge is similar to de-duplication, but with merge purge you are merging

two files, perhaps two external or one external and your own internal database into

one. You therefore want to make sure you do not have the same customer twice in

the final file. This is sometimes difficult to do, but important, to avoid mailing the

same customer twice.



y Manage the database

Once the data has been sourced and entered, it then has to be stored on the database and

managed, ready for use. The company first has to decide whether to hold the data in-

house or in a bureau.

Database management over time can be checked upon by;

Keeping data up to date

Auditing

Archiving

The key area to manage is the accuracy of any data that is going to get back to the

customer. There are few things more irritating to customers than seeing their name spelt

wrongly, and small details like these are going to reduce the impact of the best thought-

through strategies and tactics. The major areas to consider are as follows:

Selection

The selection of a customer list from the database is made on the basis of the

marketing decisions made in analysis and strategy. A decision can then be

made to select customers according to their characteristics on the database.

This process of selection needs to be carefully monitored. Some records may

need to be suppressed from the final output.

Methodologies used

1) Direct Mail: The term Direct Mail is used to refer to communications sent to

potential customers or donors via the postal service and other delivery services. Direct

Mail is sent to customers based on criteria such as age, income, location, profession,

buying pattern, etc. Direct mail includes advertising circulars, catalogues, free-trial

CDs, pre-approved credit card applications, and other

unsolicited merchandising invitations delivered by mail to homes and businesses.

Bulk mailings are a particularly popular method of promotion for businesses

operating in the financial services, home computer, and travel and tourism industries.

Advertisers often refine direct mail practices into targeted mailing, in which mail is

sent out following database analysis to select recipients considered most likely to

respond positively. For example, a person who has demonstrated an interest

in golf may receive direct mail for golf-related products or perhaps for goods and

services that are appropriate for golfers. This use of database analysis is a type of

database marketing.

Our Direct Mailer for Microwave ovens will be in the form of a catalogue.



2) Emails: Sending marketing messages through email or Email marketing is one of the

most widely used direct-marketing methods. According to one study, email is used by

94% of marketers, while 86% use direct mail. One reason for email marketing's

popularity is that it is relatively inexpensive to design, test, and send an email

message. It also allows marketers to deliver messages around the clock, and to

accurately measure responses.

Our email for our product is as follows:

Dear Mr Amit Kumar,

We are very pleased to inform you that we, XYZ are a new company in the

electronic and home appliances market. We have a whole range of products in

different product categories. And we want to proudly announce the launch of our new

models in our product category of microwave ovens.

The product specifications and features are as follows:

(Put the pics of the microwaves here)

We would also like to mention that there will be live demonstrations of these products

at all the electronic outlets in the city.

We would be pleased to build a lasting association with you in the future.

Thanking you,

Regards,

Saara Pvt. Ltd

3) SMS: Marketing on a mobile phone known as SMS Marketing has become

increasingly popular ever since the rise of SMS (Short Message Service) in the early

2000s in Europe and some parts of Asia when businesses started to collect mobile

phone numbers and send off wanted (or unwanted) content. On average, SMS

messages are read within four minutes, making them highly convertible. With SMS

comes the promise of personal and local marketing that is both interactive and

immediate. However, because this is an incredibly personal channel, care should be

taken to ensure the message is targeted to the right person, at the right time, with the

right offer, or else the message can be lost and damage done. Results have shown that

the more interaction you have with the receiver, and the more value you add, the

better the response.



4) Telemarketing: Telemarketing involves the use of the telephone and call centers to

attract prospects, sell to existing customers, and provide service by taking orders and

answering questions. Telemarketing helps companies increase revenue, reduce selling

costs, and improve customer satisfaction.Telemarketing can be an important part of an

integrated marketing communication program. The telemarketing objective is toreach customers in a personalized, cost-effective interaction that meets customer

needs. A well-planned telephone marketing program is a carefully thought-out and

controlled activity in which the persons called have been identified as actual or

potential members of a firm's target market; thus, telemarketing helps build and

maintain satisfactory customer relationships.

5) Couponing

Couponing is used in print and digital media to elicit a response from the reader. An

example is a coupon which the reader receives through the mail and takes to a store's

check-out counter to receive a discount.

Manufacturers and retailers make coupons available online for electronic orders that

can be downloaded and printed. Digital coupons are available on company websites,

social media outlets, texts, and email alerts. There are an increasing number of mobile

phone applications offering digital coupons for direct use.

We plan to make digital subscription coupons available on our website as well as the

social media sites we intend to advertise on. These coupons would allow a customer

to subscribe to the magazine and submit it online itself, without any hassles.

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Final Final Dm Hardcopy-2