Marketing Research & Innovative Product Launch in Indian Sanitation Industry

Project Report , 2014 , 33 Pages , Grade: B

Business economics - Offline Marketing and Online Marketing

This report on the topic of launch of Innovative Product within Indian Sanitation Industry. The scope of this report is broad. It has been discovered that innovation in marketing offering (products or services) managed to command top attention from the majority of CEOs. Innovation in product is considered as major opportunities for the purpose of making customers loyal to the specified brand. There is no doubt in saying that Indian Sanitation industry has been growing on consistent basis and also promising great potential for future prospect as well. By analysing, all forces of Porter Five Forces model, it has been inclined that Indian Sanitation industry is attractive and has potential for growth in the long term. It has been discovered with the help of PESTLE analysis that there are two aspects (Sociological & Environmental) that could pose threat to the Indian Sanitation industry while the other four aspects (Political, Economical, Technological and Legislative) would be seen as great opportunities for the Indian Sanitation industry. DG Corporation (Entrepreneur Business Idea) is Indian based company and is thinking of entering Indian Sanitation industry with its innovative product named as DG Solar Glass Sanitizer. The core objective of DG Corporation is to successfully execute the launching plan for its Solar Glass Sanitizer. The company’s main competitive is that the company is going to successfully launch its innovative product. As the company’s DG Solar Glass Sanitizer is based upon innovative idea so that the company is planning to adopt Differentiation strategy. For the targeting purpose, DG Corporation is considering strongly to target middle class and high class social classes of urban areas. In regard to Positioning, DG Corporation is aiming to position its Glass Sanitizer on Point of Difference basis. For the marketing mix strategies: the company has formulated four aspects (DG Solar Glass Sanitizer would use UV technology and boiling & steaming method for removing germs from the glasses, the skimming pricing structure would be adopted, the company would utilized all available promotion methods and for placement the company would make relationships with few wholesalers). It has been recommended that trend of launching innovative marketing offerings (products or services) has been getting prominent these days and also incorporates more potential for success within almost all industries.

Inhaltsverzeichnis (Table of Contents)

• Chapter-1: Aims & Objectives with Background Context
  • 1.1. Background Context
  • 1.2. Aims & Objectives
  • 1.3. Motivation
  • 1.4. Method
• Chapter-2: Literature Review
  • 2.1. Current Situation
  • 2.2. Industry Analysis
    • 2.2.1. Porter Five Forces
      • 2.2.1.1. Intensity of Competition
      • 2.2.1.2. Threat of New Entrant
      • 2.2.1.3. Intensity of Substitutes
      • 2.2.1.4. Bargaining Power of Suppliers
      • 2.2.1.5. Bagaining Power of buyers
    • 2.2.2. Pestle analysis
      • 2.2.2.1. Political Environment
      • 2.2.2.2. Economical Environment
      • 2.2.2.3. Sociological Environment
      • 2.2.2.4. Technological Environment
      • 2.2.2.5. Legislative Environment
      • 2.2.2.6. Environmental Environment
  • 2.3. Competitor Analysis
  • 2.4. Customer Analysis
  • 2.5. Marketing Strategy
    • 2.5.1. Segmentation
    • 2.5.2. Business Strategy
    • 2.5.3. Targeting
    • 2.5.4. Positioning
  • 2.6. Marketing Mix Strategy
    • 2.6.1. Product Strategy
    • 2.6.2. Pricing Strategy
    • 2.6.3. Promotion Strategy
    • 2.6.4. Placement (Distribution) Strategy
  • 2.7. Product Life cycle
    • 2.7.1. Introduction Stage
    • 2.7.2. Growth Stage
    • 2.7.3. Maturity Stage
    • 2.7.4. Decline Stage
• Chapter-3: Case Study.
  • 3.1. Case Study on DG Corporation
    • 3.1.1. Vision
    • 3.1.2. Bbjectives
    • 3.1.3. SWOT Analysis
      • 3.1.3.1. Strengths
      • 3.1.3.2. Weaknesses
      • 3.1.3.3. Opportunities
      • 3.1.3.4. Threats
    • 3.1.4. Competitive Advantage
    • 3.1.5. Marketing Strategy
      • 3.1.5.1. Business Strategy
      • 3.1.5.2. Segmentation
      • 3.1.5.3. Targeting
      • 3.1.5.4. Positioning
    • 3.1.6. Marketing Mix Strategy
      • 3.1.6.1. Product Strategy
      • 3.1.6.2. Pricing Strategy
      • 3.1.6.3. Promotion Strategy
      • 3.1.6.4. Placement (Distribution) Strategy
    • 3.1.7. Stages of Growth
      • 3.1.7.1. Introduction Stage
      • 3.1.7.2. Growth Stage
      • 3.1.7.3. Maturity Stage
    • 3.1.8. Implementation & Control
      • 3.1.8.1. Implementation
      • 3.1.8.2. Control
• Chapter-4: Discussion & Conclusion
  • 4.1. Discussion
  • 4.2. Conclusion
  • 4.3. Recommendations
• Chapter-5: References

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This report aims to analyze the Indian sanitation industry and explore the potential for launching an innovative product within this market. The report focuses on the case study of DG Corporation, an Indian company planning to introduce a solar-powered glass sanitizer. The report examines the industry's current situation, analyzes the competitive landscape, and develops a comprehensive marketing strategy for the new product.

• Industry Analysis: The report examines the Indian sanitation industry using Porter's Five Forces model and PESTLE analysis to identify key opportunities and threats.
• Competitive Advantage: The report explores the competitive advantage of DG Corporation's innovative product, DG Solar Glass Sanitizer, and its potential to disrupt the market.
• Marketing Strategy: The report develops a detailed marketing strategy for DG Corporation, including segmentation, targeting, positioning, and a comprehensive marketing mix.
• Product Life Cycle: The report analyzes the potential product life cycle of DG Solar Glass Sanitizer, considering the introduction, growth, maturity, and decline stages.
• Implementation and Control: The report outlines the implementation and control strategies for DG Corporation's product launch, ensuring successful market penetration and sustained growth.

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 provides a background context for the report, outlining the aims and objectives of the study. It also discusses the motivation behind the research and the methodology employed. Chapter 2 delves into a comprehensive literature review, analyzing the current situation of the Indian sanitation industry. It examines the industry using Porter's Five Forces model and PESTLE analysis, identifying key opportunities and threats. The chapter also explores competitor analysis, customer analysis, and marketing strategies, including segmentation, targeting, and positioning. Chapter 3 presents a case study of DG Corporation, an Indian company planning to launch an innovative product, DG Solar Glass Sanitizer. The chapter analyzes the company's vision, objectives, SWOT analysis, competitive advantage, and marketing strategy. It also examines the company's marketing mix strategy, including product, pricing, promotion, and placement strategies. Chapter 3 concludes by analyzing the potential stages of growth for DG Solar Glass Sanitizer, considering the introduction, growth, and maturity stages. Chapter 4 discusses the findings of the report and draws conclusions based on the analysis. It also provides recommendations for DG Corporation to successfully launch its innovative product and achieve sustained growth in the Indian sanitation industry.

Schlüsselwörter (Keywords)

The keywords and focus themes of the text include sanitation industry, innovative product launch, marketing research, DG Corporation, DG Solar Glass Sanitizer, Porter's Five Forces, PESTLE analysis, competitive advantage, marketing strategy, segmentation, targeting, positioning, marketing mix, product life cycle, implementation, and control. The report explores the potential for innovation in the Indian sanitation industry, focusing on the launch of a new product, DG Solar Glass Sanitizer, and its potential to disrupt the market. The report analyzes the industry's current situation, examines the competitive landscape, and develops a comprehensive marketing strategy for the new product.

• College: University of Bedfordshire
• Course: MASTER OF BUSINESS ADMINISTRATION
• Grade: B
• Author: Junaid Javaid (Author)
• Publication Year: 2014
• Pages: 33
• Catalog Number: V280854
• ISBN (eBook): 9783656748854
• ISBN (Book): 9783656748007
• Language: English
• Tags: marketing, research, innovative, product, launch, indian, sanitation, industry