MoserBaer: ProMov

Redefining Mobility

Group 4
PGDM 2009-11
U109015 Chandan Kumar Sahoo
U109023 Karan Kunal
U109039 Gnana Prakash
U109054 Aditya Vittal Shenai
U1090191 Sisombat Sarah
p
 IS ProMov

A portable mini USB projector

Can be plugged and used PC¶s,TV¶s,

mobiles

Changing the way projectors are

used. Using projectors on the move
Product Différentiation
wrt traditional projectors?

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P
SE 1
SI
ION
N
SIS
ë 
 Marketing Competency
 State of the art manufacturing
 High Brand Equity and Brand Recall

ë  
 Retail Stores/online offline
 Malls Live Demos
ë ! 
 Large Business
 SME's
 Individuals for entertainment usage

ë 
 Traditional projectors manufacturing
companies BenQ, Canon, Dell, Epson,
HP, Panasonic
ë 
 Threat of technology being replicated

ë  
 Technology always changing
 Price wars
SEGMEN
ION

 Size
Businesses  Industry
 Geography

 Age
Individuals  Income levels
 Location

GEING

 MNC¶s, SME¶s
Businesses  IT highest preference
 Metro¶s, Software hubs

 Age 21-45
Individuals  Middle class-High
Income
 Urban
POSIIONING
‰Smart product
 Easy to carry
 No setup required
‰Presentations anywhere anytime
‰Revolutionary product for offices
and homes
‰High Appeal for new gadget,
technology followers
Phase 2
Marketing Objective

Awareness Market Share

To create Category
awareness for
Portable projectors To capture a
market share of
10% of all
projectors sold
To create Brand over the next year
awareness for
ProMov
Brand Personality (
aker·s Model)

 Up to Date
Sincerity  Reliable

 Larger than Life

Excitement  n the move

un Loving

 Intelligent
Competence  Ever Ready
 Reliable

 High Status
Sophistication  Suave
 Corporate

 oung
Ruggedness  Dynamic
 r B Grid
Think
eel

High
Involvement

Low
Involvement
Branding
Name
 To communicate the message ³|
| jectors
 on the 
e´
 Aptly captures the essence of ProMov which is its
portability

Logo
 Inclusion of various colours shows the superior colour
projecting abilities of ProMov
 USB drive like outer design

Tag-line
 The Giant Screen« Now on your palm
 To indicate the miniature size of the device and its core
functionality in a single line
 Brand Positioning ractors
Brand Attributes
unctionality

 Smart A quality product with

 Innovative superior functionality for
 Unique Professional
Entertainment
Price

 Lower than the

traditional
projectors
Points of Parity Points of Difference

 Quality Portability
 High Resolution High Compatibility with a
range of devices
ruture Plans
P
SE 3
 POD  PI ING

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ë Projector values vary between Rs. 30,000 and 2.5 Lakhs

ë Calculations assume a mid-value of Rs. 1.1 Lakhs per projector

DSPEND
 
ION

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Price of the product is Rs 30,000 per unit

 Media Planning

 ()! *! "+

 Portable projectors would fall into a new category.

 Moserbaer is a new entrant in the Projectors segment.

 Targeting Corporate Executives and freelance Entrepreneurs

Assessing Developing
Media Media
Target Media
inal Plan
bjectives Budget
consumers Strategy
Media Objective

 To create Category awareness and Brand

Marketing awareness for the product.
bjective  To obtain a market share of 10% of all
projectors sold over the next year.

 To create awareness for both the category and

ProMov brand.
Advertising  To communicate other key features of the
product
objective  To influence the pinion leaders and help
spread brand communications through them.

dvertising Budget
Expected Sale Revenue: Rs 32.40 Crores
Advertising Budget at 12.5% of sales
Rs. 4.05 crores
Phase 1 (2 months): Rs 2.25
crores
Phase 2(3-6 months): Rs 1.25
crores
Phase 3(7 months ± year end): Rs 0.50
crores
Media Vehicles
 Used in all phases
 Economic Times: Advertisement depicting B2C
Newspaper usage
 Times of India: Advertisement depicting B2B
usage
 Used in all phases
 India Today: Advertisement depicting B2C usage
Magazines  Business Today: Advertisement depicting B2B
usage

 Used only in 1st phase

Billboards  Billboards to be used in Bangalore and Mumbai in
key locations of the city.

 Used in all the phases

 NDTV and CNBC for B2B usage/ telecast during
Television the news
 ee TV and ESPN for B2C usage
EEVISION
NEpSP
PE
M
G
INES
rinal Plan
THANK YOU