Brand: Zephyr Zero Gravity Fountain Pen

By Yogesh Kende (Batch no 17th

Roll no. 20)

Your dream of free writing has come true with a new revolutionary Zero Gravity Fountain Pen

It uses pressurized ink cartridges which enables you to write freely in Zero Gravity, Upside down , Under water, Over wet , Over greasy paper at any angle , High altitude (12500 feet), and in extreme temperature (-300c to 1150c)

So no matter where you are and what you do, you will have the complete freedom to express yourself the way you want!

Zephyr Zero Gravity Fountain Pen

Brand and Tagline

Brand: •The brand name for the product is chosen as ‘Zephyr’ as it means soft gentle Breeze or mild flowing Breeze Thus it represents the unique characteristic of the pen i.e. soft and non – stop flow of writing

•As Breeze flows without any restriction, Zephyr fountain pens also writes without any restriction

Tagline:

•The tagline for our product is – ‘Azadi Likhane Ki’

It aptly describes the complete writing freedom which an user will get after purchasing Zephyr zero gravity fountain pen

Logo

• The logo for our product is stylish ‘Z’ symbol representing the product name Zephyr

• Moreover the logo is drawn in free style to again emphasize the writing freedom

Vision and Mission

Vision: To be a pioneer in product innovation

Mission:Quality first…………………………………………………………. Cost second

Marketing Mix

Product : •Zephyr Zero Gravity Fountain Pen is an innovative product •It works on zero gravity technology consisting of pressurized ink cartridges•It can write Upside down, Under water, Over wet and On greasy paper or at any angle •It also works at high altitude (12,500 feet) which makes it possible to use in airplanes too•The Ink cartridges are replaceable •It comes in four elegant colors viz., Shiny Black, Metallic Silver, Aqua Blue and Pink

Price:•Zephyr Zero Gravity Fountain Pen targets premium segment customers, it is priced at 1500 INR•The replaceable Ink cartridges is priced at 500 INR

Contd…

Place: •Zephyr Zero Gravity Fountain Pen will be launched in four metros of India namely, New Delhi, Kolkata, Mumbai and Chennai•In addition it will also be launched in technological and manufacturing hub cities like Bangalore and Pune respectively

Promotion:•Print ads will be placed in Business magazines like Business travelers Asia Pacific, Business India, Business world and technological magazines like Digit India, Electronics for you, etc.•It will also be placed in leading Business news papers like ET, Financial Express and Business Standard, etc.

Market segmentation

Contd…

Geographic:• Metro cities, Technological & Manufacturing hub like Bangalore and Pune

Demographic:• Age- Above 20 Years• Gender –Unisex• Income Group – Upper Class• Occupation- Industrialist, Businessmen, Senior Executives, Celebrities and

Frequent Fliers

Psychographic:• Personality- Ambitious and Status Oriented• Life style- Techno savvy

Target Market

• The target market audience for Zephyr Zero Gravity Fountain Pen is premium segment customers like business executives and techno savvy affluent class.

Positioning

• Zephyr zero gravity fountain pen is an innovative product, its unique Zero Gravity Technology which create a complete new category in Fountain Pens

• It is positioned as premium product for upper class segment

Media Planning : Print Media Used

Budgeting for newspapers

Budgeting for magazines

Contd…

Situation Analysis

• Importance of research and development is increasing• Relevance of analyzing worldwide trend in writing technology• Development of Infrastructure

Alternative Scenario (2-5 yrs)

• Create a market share in this category• Within one year focus on SEC B class

Key Programs

• Sampling of pens in various research organizations

Thank You