A business plan for expanding Helter Skelter’s market in “ INDIA”

INTRODUCTION

HELTER SKELTER ,Inc., WAS ESTABLISHED IN 2011.

IT IS A TEXAS BASED COMPANY.

IT DEALS IN TERMITE EXTERMINATION.

MONOPOLY IN ITS FIELD .

A POSITIVE ASPECT OF FUTURE MARKET GROWTH.

MISSION STATEMENT

“We Make A Difference Through Our People, a Team Of Dedicated Professionals Who Value Our Clients, deliver On Our Commitment And Contribute To Sustainable Development……”

GOALS AND OBJECTIVES

To Enter Indian Market Targeting Households And Real Estate Builders For Termite And Insect Treatment.

Making People Aware Of This Treatment As 90% Of The People Don't Know When And How To Go For Such Kind Of Treatment.

To Enable Builders To Build Healthy, environmentally Sound Houses That Optimise Residents’ Quality Of Life…….

VISION

“We Want To Be The Global Leader In Delivering Excellence To The Building Protection System And Restoration

Industry….”

TOP 10 SECTORS OF USA

SOFTWARE &IT19%

FINANCIAL SERVICES

16%

BUSINESS SERVICES16%

INDUSTRIAl MACHINERY EQUIPMENT & TOOLS

9%

COMMUNICATION8%

TRANSPORTATION 7%

METALS7%

CHEMICALS6%

AUTOMOTIVE COMPONENTS

6%

REAL ESTATE6%

SECTOR

PHARMA-CHEMICALS

& MEDICINAL CHEMICALS

PAINTS AND ANTI TERMITE

PRODUCTS30%

SOAP, DE-TERGENT

AND CLEANING PRODUCT

15%

MAN MADE FIBERS

14%

BASIC CHEMICALS10%

CHEMICAL INDUSTRY OF USA

10%

20%

10%60%

MARKET SHARE OF HELTER SKELTER IN PAINTS AND ANTI-TERMITE CHEMICAL

PRODUCT

BAYER AGDOW CHEMICALDUPONTHELTER SKELTER

MARKET WORTH = 5000 CRHELTER SKELTER’S SHARE= 3000 CR

CHEMICAL INDUSTRY STATISTIC AND MARKET SIZE OF USA 2009-14

•$1700 crREVENUE

•1,11,676EMPLOYMENT

•181BUSINESSES

•5.4%ANNUAL GROWTH

SWOT ANALYSIS

STRENGTH

• MOST RELIABLE COMPANY

• UNIQUE TREATMENT STYLE

• IMMENSE GOODWILL

• MONOPOLY MARKET LEADER

WEAKNESS

• WORKFORCE TURNOVER

• NO INTERNATIONAL AWARENESS OF THE COMPANY

• CHALLENGE IN TERMS OF NEW PRODUCT

OPPURTUNITY

• SCOPE OF EXPANSION

• ACCEPTABILITY OF THE COMPANY IN INTERNATIONAL MARKET

THREAT

• NEW COMPETITORS IN MARKET

• RESTRICTION OF ENTRY IN INTERNATIONAL MARKET

• ENVIRONMENT POLLUTION CONTROL AGENCIES

• CONSUMER BUYING BEHAVIOUR

GETTING INTO

INDIA

CAPITAL- NEW DELHITOTAL AREA-3287590 KM^2

POPULATION- 121 CROREGDP- $2.048 TRILLION

CURRENCY- INR ( INDIA RUPEE)

WHY INDIA ?????TROPICAL CLIMATE ( SUBJECT TO

TERMITES)

WORLD’S CHEAPEST LABOUR MARKET.

LIBERAL GOVERNMENT POLICIES.

EMERGING ECONOMY

HEALTHY FINANCIAL MARKET

LARGE INVESTORS

MARKET POTENTIAL

2008 2009 2010 2011

REAL ESTATE CAGR IN CRORES

50.1 53.3 55.6 66.8

5

15

25

35

45

55

65

REAL ESTATE CAGR IN CRORES

India basedCOMPETITORS

TERMINIX Ltd.

NEXT ZEN PEST CONTROL

ORKIN

TRULY NOLEN

SELECTING THE TARGET MARKET

TROPICAL CLIMATE

URBAN AREA

ECONOMICALLY DEVELOPED

WHERE REAL ESTATE GROWTH

IS HIGH

BUILDERS

CONTRACTORS

FOCOUS ON URBAN AREAS

FOCOUS ON AREA WHERE REAL ESTATE IS EMERGING FOCOUS ON ECONOMICALLY DEVELOPED REGIONS

SELECTED AREAS AS PER SURVEY

DELHI

KOLKATA

MUMBAI

HYDERABAD

AS PER THE SURVEY INDIA AS A TROPICAL CLIMATE POSSES THE REQUIRED QUALITIES WHAT WE NEED .. SELECTING THE URBAN AREAS WHICH ARE ECONOMICALLY DEVELOPED AND WHERE REAL ESTATE IS GROWING WE GET THESE 4 METROPOLITANT CITIES WHERE WE WILL TARGET THE BUILDERS IN OUR FIRST PHASE OF BUSINESS.

STRATEGIES (THE 4 - P’S)

PRODUCT MIX PRICE MIX PLACE MIX

PROMOTION MIX

PRODUCT MIX

EXISTING PRODUCT FOR USA

NAME- DR. DRE TERMITE SOLUTIONS

PRODUCT DESIGN- 100 & 150 ltr DRUMS

PACKED IN TIN FOR SINGLE USE

NO SPECIAL PACKAGING ( ONLY COMPANY LOGO)

LID BASED DRUMS, NO HANDLES.

NEW PRODUCT FOR INDIAN MARKET

NAME- NEW DR. DRE ANTI - TERMITE

PRODUCT DESIGN - 30 & 50 ltr DRUMS

PACKED IN PLASTIC DRUMS FOR MULTI PURPOSE USE

HANDLES IN DRUM FOR MORE CONVENIENT

USE OF MORE COLORFUL PACKAGING WHICH WOULD JUSTIFY STRENGTH AND PROTECTION.

NEW CHEMICAL ADDITION TO THE SOLUTION WHICH WOULD HELP IN IMPROVING THE GLAZE OF HOUSE PAINTS AND WILL ACT AS WATER RESISTENT TOO

PRICE MIX

PRICING STRATEGIES

USE OF BOTH SKIMMING AND

PENETRATION PRICING

KEEPING LOW PROFIT

MARGIN FOR FIRST FEW

YEARS

PLACE/ DISTRIBUTION MIX

PLACE/ DISTRIBUTION MIX

• 4 METROPOLITANTS DELHI KOLKATA MUMBAI HYDERABAD• 4 WARE HOUSES, 1 AT EACH METROPOLITANT• USE OF RENTED VEHICLES FOR DELIVERING

PRODUCTS

PROMOTION MIX

PROMOTION TECHNIQUES

ADVERTISEMENT THROUGH COMMERCIAL ADS, PAMPLETS, NEWS PAPAER

DISCOUNT COUPONS

1 ltr FREE ON PURCHASE OF 150 ltr

CASH DISCOUNT FOR FIRST 5 CUSTOMER

FREE DEMO AND 2 YEAR WARRANTY

BUDGET FOR THE FIRST YEAR

100 CROR

E

25%

40%

15%

20%

EXPENDITURE

PRODUCT DISTRIBUTIONPROMOTION OTHER EXPENSES

DISTRIBUTION INCLUDES :-

• ACQUIRING WAREHOUSES AT 4 METROPOLITANT

OTHER EXPENSES INCLUDES

• COST OF HIRING NEW PERSONNALS

• SALARIES• STATIONARIES• BILLS• RENTS

PRODUCT INCLUDES

• COST OF PRODUCTION• COST OF EXPORT

IMPLEMENTATION

EXPORT FOR FIRST FEW YEARS RATHER THEN SETTING UP PRODUCTION UNIT

4 GROUPS,TOTAL OF 20 MEMBERS FOR FIRST FEW YEARS 1 GROUP FOR 1 CITY

EACH GROUP SHALL CONSIST OF A ZONAL MANAGER, HUMAN RESOURSE MANAGER,SALES , MARKETING AND FINANCE MANAGER.

BEP ANALYSIS ASSUMPTION

• PRICE PER LTR= 100• FOR 50 LTR= 5000• MRP= 6000• PROFIT=1000• SELLING 2,00,000 UNITS OF 50 LTR EACH =

120000000• PROFIT= REVENUE- EXP= 1,20,00,00,000-

1,00,00,00,000=2,00,00,000• BEP POINT= 2000000000/20000000