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  • Big Pop

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    moses jc
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    The document discusses the launch of a new popcorn machine called "BIG-POP" by Mr. Sunil Gupta's durable products company in India. It describes the company's existing distribution strategy using agents. It then details how Mr. Gupta was inspired by a popcorn machine he saw in Japan to develop one for the Indian market using reverse engineering while importing key parts. The document outlines BIG-POP's distribution plan, promotional strategies including pamphlets, advertising and pricing to attract all income levels and compete with existing preparation methods.

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    The document discusses the launch of a new popcorn machine called "BIG-POP" by Mr. Sunil Gupta's durable products company in India. It describes the company's existing distribution strategy using agents. It then details how Mr. Gupta was inspired by a popcorn machine he saw in Japan to develop one for the Indian market using reverse engineering while importing key parts. The document outlines BIG-POP's distribution plan, promotional strategies including pamphlets, advertising and pricing to attract all income levels and compete with existing preparation methods.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    190 views10 pages

    Big Pop

    Uploaded by

    moses jc
    The document discusses the launch of a new popcorn machine called "BIG-POP" by Mr. Sunil Gupta's durable products company in India. It describes the company's existing distribution strategy using agents. It then details how Mr. Gupta was inspired by a popcorn machine he saw in Japan to develop one for the Indian market using reverse engineering while importing key parts. The document outlines BIG-POP's distribution plan, promotional strategies including pamphlets, advertising and pricing to attract all income levels and compete with existing preparation methods.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 10

    BELGAUM INSTITUTE OF MANAGEMENT

    STUDIES

    LAUNCHING OF POPCORN MACHINE


    SUBMITTED TO : PROF: Muksud sir
    Case Fact
    Mr. SUNIL GUPTA director of durable products (p)
    limited, started with small scale unit in automobile but
    later diversified into manufacture of ceiling, table fans,
    water heaters and home appliances.
    • Distribution strategy:
    The company appointed
    agents for selling its products in Delhi, Kanpur,
    lucknow, Chandigarh, Nagpur, Bhopal, Indore, Jaipur
    and other cities, company depended on its agents.
    • SELLING STRATEGY:
    The company had
    a small sales force of about twelve
    persons

    • IDEA OF LAUNCHING NEW PRODUCT:


    Mr. sunil gupta during
    his visit to Japan, he thought launching
    of popcorn machine in India by name
    “BIG-POP”, he wanted to conduct
    marketing research before launching he
    turned down the request because of
    high cost quoted by marketing research
    organization.
    • DESIGNING OF PRODUCT:
    The company took Japanese
    model and employed reverse engineering to
    design product, but the motor and the heat
    shield to be used in the machine were to be
    imported and suits for Indian environment.

    • OTHER USES OF MACHINE:


    The machine could also be
    used for other roasting applications such as
    roasting coffee seeds, nuts, and even ready to
    fry snacks. He wanted to do many works in one
    machine.
    • DISTRIBUTION OF NEW PRODUCT:
    It will be easy to sell the product by
    distribution channel which already handled by
    company, the product will be launched on
    occasion of Diwali, agents will given 5 to 6%
    margin the retailers margin will be 8 to 10%.
    • A pamphlet was prepared giving user instructions
    and sample corn free with the product so no
    difficult for consumers.
    • PROMOTION STRATEGY:
    The promotion of the product
    on personal selling, sales promotion. The main
    focus of advertising campaign should be on kids,
    others are banners, cut outs,stickers,name slips,
    and ad agency suggested TV films shown on
    national network with jingle for 8 to 10 times, in
    exhibitions etc.
    • PRICING STRATEGY:
    Company want to cover
    all cost which were incurred for
    production (fixed as well as variable)
    & also want to set a margin of 25%.

    • SUBSTITUTES OF MACHINE:
    presently the corn
    in some of Indian middle –class homes
    was prepared in the pressure cookers
    in some case oven, in some case
    cooked on S,
    • Yes “BIG-POP” be launched,
    • price for new product must be
    competitive price or low price, so that we
    can attract people to sale our product,
    • All the levels of people must buy it,
    marketing managers informed that few
    years back the another company tried to
    introduced a similar product but it was
    not success, according to him the failure
    was of poor quality and high price, so
    price depends on quality, price is main
    part of product better to keep low price
    for product.
    • Estimation of big-pop is to all the
    ages can be eat form 4 to 15, 16 to
    25 more, 26 to above less, so the
    market segments is to buy all the
    levels of people, so income group
    lower levels are purchased single
    machine, high level of people buy 3
    in one like roasting coffee seeds,
    nuts, fry snacks, it cost high so high
    levels people will buy it, to buy all
    levels people it must be sold single
    machine, low cost to buy

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