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Braun Assignment

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* EXECUTIVE SUMMARY………………………………………………………………………1 * OBJECTIVES……………………………………………………………………………………….1 * TARGET MARKET……………………………………………………………………………….1 * CULTURE……………………………………………………………………………………….1 * PRODUCT…………………………………………………………………………………………..3 * CORE………………………………………………………………………………3 * ACTUAL………………………………………………………………………….3 * AUGMENTED………………………………………………………………….4

* PROMOTION……………………………………………………………………………………...5 * DISTRIBUTION…………………………………………………………………………………….7 * PRICE………………………………………………………………………………………………….8 * CONCLUSION………………………………………………………………………………………8 * BIBLIOGRAPHY……………………………………………………………………………………9

BRAUN

EXECUTIVE SUMMARY:
The report contains a breif analysis of various section of ‘Braun’, which is one of the effective product of Procter and Gamble. Our objectives are clearly stated and appaently a target market is selected. In our case the chosen country is India, complete research of the target market is done under 4p’s. * Under target market, culture and target demographics are spoken in detail. * Likewise in Product section, key aspects of the trimmer are vastly explained. * Promotion topic explains various advertising methods which are going to be implemented in India. * Under price we have discussed about the adaptable price for the Indian economy. * Furthermore in distribution, important states where the branches have to opened are identified. Moreover tarrifs and other export regulations are discussed. * Financial statement gives an idea about the amount of money to be spent for various different investments and explains profit loss statements as well.

OBJECTIVES: * To attract atleast 30% of the teenagers of the target market during the first year. * To survive without huge damage in returns for the first 5 years. * To increse sales by 50 % after 2 years.

TARGET MARKET:
The viable market for the product – BRAUN is chosen as India. India is a diversified nation with varied people’s interest. Mass population is an advantage coupled with surging disposable incomes annually(Habib 2011).
“To succeed in India’s dynamic market, fast-moving consumer goods companies (FMCG) are investing in innovation to take advantage of the rapidly evolving retail landscape and the changing purchasing behavior of consumers”(Habib 2011).
CULTURE:
The Indian males have a demanding interest for moustache and beard. Some religions see moustache as pride and dignity, some has it because it’s a tradition, doing good for their religion, etc. Younger generations are crazy to try out new beard styles which being influenced widely from movies and popular stars and try themselves stick to the current trends and fashion. By the advent of globalisation, higher stake is carried upon professional appearances and hence the sense of grooming has risen significantly. Finally a grooming device especially an Electric Shaver or Trimmer is for the one who wants a nice clean shave or to try out different beard styles in their fast paced life.

BRAUN, a German technology, held handy and mainly gives the value proposition to Indians. The target market for the product is from the age group of 16 to 55.
Especially narrowing the group of 16 to 55, is based on the following * Urge to try out the new technologies * Possess a brand oriented drive towards products they purchase * To pose themselves as professional, stylish and trendsetters * Handy for their fast paced life

India is a market where young demographics is very high at the moment. Younger generation are bocoming more modernized as the trend changes, they prefers to buy stylish and attractive products. Before launching our product, a detailed analysis of style component is very essential.
At this phase India’s middle class population is significantly high. This section of people strive to lead a sophisticated life(Euromonitor 2015). So effectively they become the target customers for our product. Major competitors on the field are Philips and Panasonic, who are said to offer 90% and 88% customer satisfaction.
We will position our product as a best quality product, which is worth of customer’s money. We plan to employ competetive advantage method on the market to increase sales. Prolonged focus is going to be on long term investment, since countries such as India requires such patience.

Braun is a company which specially focuses on consumer durable goods in the form of electrical appliances(Braun 2012). It lies in the segment of personal grooming of men in their day to day use.
PRODUCT:
CORE:
BRAUN produces Electric razors/shavers and trimmers for male grooming.
ACTUAL:
* Brand - The Company – BRAUN is a premium German brand for electrical appliances. It is the most acclaimed company for the legendary design of Dieter Rams and his successors - pioneering industrial design(Braun 2012). Also German products are inherent for its engineering and innovation. Braun also enjoys its parent company Procter and Gamble’s goodwill for their dominating market share in beauty care, health and grooming, home care and family care sectors operating worldwide. * Design – Braun act as the trend setter in the past, continuing in the present and with its built-in innovative centre, it leads the future. It follows its own independent approach to the design(Braun 2012).

‘“Strength of Pure” stands for –it is the basis and standard for our new design language. Only products that fully comply with this new guideline will bear our logo in the future(Braun 2012).

* ERGONOMIC: Shavers are specially crafted giving due importance to the finger Thumb. Documentation proves, that 90% of men handle as like a microphone for accuracy and precise finish(Braun 2012). Hence an ideal grip with resting thumb is a highlight in the designs of Braun.

* LESS FANCY: Visual elements are kept minimum and gives core importance to the functionality and usability of the product(Braun 2012).

* WELL-ENGINEERED: Products are precisely connected by geometrical shapes which delivers a symmetrical performance with easy transitions for directions(Braun 2012). The Company’s Plexiglas lid for turntables, two component moulding, plastics and metal surfaces moulding speaks for its innovation in technologies and stands for its longevity and sustainability for the future products(Braun 2012).

* ICONIC DETAILS: The products are coloured mainly in black, white, grey and metalic Colour accents are only used in details to highlight product function or operating controls i.e. On/Off switch, Led indicators, Brand Name etc. Braun’s crafted design, ergonomic shapes, unmistakeable market presence and its subtle product graphics identify it as a discrete Braun product(Braun 2012).

* COOL TECH SHAVER: A newly introduced product, talks for the company’s enduring innovation(Braun 2012). This Cool Tech Shaver is the first product in the world, designed with such metals which cools the skin while shaving a dry skin and thus helps in reducing the irritation. A simple ergonomically depicted Snowflake switch does the magic of turning the temperature of the aluminium strip to 5° Celsius(Braun 2012).

* OTHER FEATURES: Each products of Braun talks for its own in-built technologies. The Series 7 model is a premium shaver with innovative sonic technology helps to capture more hair with 10,000 micro vibrations(Braun 2012). The Series 3 model can be used under shower, foam and gels(Braun 2012). With its micro-comb technology, it helps to shave faster even a 3 day beards(Braun 2012).

* EMOTIONAL REASONS: For most of the youngsters, ultimate reason to buy a trimmer would be their Father. Because dad’s are the first heros during teenage transision period of life. In most of the cases first trimmer or a shaver would be the one which is their male parent posses. So it essential to tap into the senior age group, this travells through generations and results as profit for the organization. In a country like India which has a huge population it will be an important aspect to concider.

AUGMENTED:

* DURABILITY: Braun’s warrants its products with “7 years performance” putting confidence solely on its engineering capability(Braun 2012). * SERVICE PARTNERS: The Company has a dedicated service partner alliances which is listed in its website, provides the after-sale services. Such partners are found all around the world and facilitates with the service, repairs and replacements(Braun 2012). * SHAVING TIPS AND BEARD STYLES: Its helps the customers educating with the product usage, trending beard styles, body grooming tips and many which could be surfed out from the company websites.

PROMOTION:
The promotion of Braun shavers and trimmers in India will utilize the 5 promotional tools available they are 1. Advertising, 2. Sales, 3.PR, 4.Sales promotions and 5.Direct Marketing(Bannys Media.com 2015). These objectives of marketing communications will help us Build and maintain awareness.
1.Advertising: We are going to place our products into Amazon, Flip kart, e bay, and Snap deal, because these are the online sites Indian people giving preference to buy trimmers and shavers in these sites(Vikash 2015).” Amazon India had 23.6 Million visitors in May 2015”. Also Flip kart got 23.5 million visitors in 2015, e bay and Snap deal are the most page views per visit by online shoppers in India (The Huffington Post 2015). We are also focusing on news paper advertisement. Here we are focusing based on languages, because in India there are many native languages spoken by people, so we are mainly focusing on Hindi, Tamil, Telugu, Malayalam, Marathi and English(Chopp 2011). We are going to give ads on Hindustan news paper which has an average issue readership of over 1.47 millions in 2014, Malayala Manorama in Malayalam, which has an average readership of 8.893 millions, Daily Thanti published in Marathi, which has 5.887 million readership, Enadu publish in Telugu which has 5.608 million readership and Times of India publish in Engish, which has 7.590 million readership(Trak.in 2014).
We are also focusing on Tv channels because in India 16- 55 years most of people watch tv channels like news channels, sports, movie channels. Here we are focusing upon languages
In Telugu Tv9 their TRP rating was 150/145.1, NTV- TRP rating was 134.8/149.9(vijay 2015) and Z telugu and maa tv(Shah 2015b)
Hindi news channels are Aaj Tak, NDTV.India(Mishra 2015) and Hindi TV channels are SET MAX, SONY(Q4 2015).
Tamil TV channels are SUN TV, STAR VIJAY(Shah 2015a).
Malayalam TV channels are Asia Net, Surya TV, Amrita TV(KERALA TV 2015).
Kannada TV channels are ETV, Suvarna(Daily post 2015).
We are also published our products in some famous magazines depends upon their circulation are India Today circulation of 1.5 million and Tehelka circulation of 110,000(Taruna S Gaur 2013).
2.Sales: We are mainly concentrate on sales through dealers and distributors because most foreign manufacturers enter the Indian market through agents. This can allow retail customers to pay in local currency. It is also increases customer potential for foreign manufactory distributors can also help us to access to local and national wide sales(Maier and Vidorno 2015). Also “Indian consumers continued to shop for electronics products in electronics and appliance specialist retailers and in hyper markets and online retail have been registering strong growth for sales”(Euro Monitor International 2014). Rural consumers interested to shop go to retail shops and feel the need to see and touch electronic products and ask the retailers about the product in this case sales training for the retailers is important. This training will be free of charge.
3.PR: In this case of public relation we are giving sponsorship to IPL CRICKET, because “Indian Premier League edition 8 viewership grows by 20% over the 2014 edition of 182 million unique viewers in 2015”. We are also using social media like Face book, we have a face book page through this we will be able to relate with public, India’s facebook followers are 108.9 million in 2014(Statista 2014). We have set up a deal with Virat Kohli, brand ambassador for our brand because he is the 2nd most followed Indian sportsmen on facebook (NDTVSports.com 2015).

4.Sales promotion: We are offering to our customers discounts, lucky draw, movie tickets and gift cards(Gupta 2009) to get a position of our brand in customers mind. We are providing these offers for festivals only, because in India there are several festivals are there. In festivals time people are interested to buy new things like cloths, electronic accessories and other gadgets. So we are focusing on important festivals are Divali, Gnaesh Chaturthi, Holi, Dussehra, Onam and Makarasankranthi(About.com Travel 2015).
Direct Marketing: In this case we are focusing on Direct advertising, Internet marketing, Telemarketing, Direct response advertising through television and radio and Direct mail through brouchers, catalogs and flyers(Alan Fowler 2009) and through newsletters because most people purchase newsletter subscriptions by mail or the internet. Find customers by mailing them through mailing lists or by placing classified or display ads in magazines(Rick Suttle 2015).

DISTRIBUTION:
After looking at the 6c’s affecting channel choice they are cost, capital requirements, control, maximum coverage, character of the product and continuity. Main problem is governance framework faced by multinational companies due to central and state structures(SANJAY KUMAR 2011). So we are decided that opening a production facility in India would be the costs involved. So we wanted to import all goods from Germany to India. For marketing and sales we are opening offices in Delhi, Mumbai, Kolkata, Hyderabad, Chennai and Bengalore, because these cities have more opportunities to do business in India(Rediff.com 2013). These offices heads overlook the sale of Braun shavers and trimmers imported from Germany and coordinated by nationwide sales representatives. German exports regulations will be organized by P&G. Tarrif duty is 10% to import shavers to India(Cybex 2010). And also we need registration under the Bureau of Indian standards Act(FedEx 2015). Distribution with in India will be by road and will again contract by third party. We need a production base now to meet customer needs and trends. So once the brand has started to take hold in India, a production facility will be opened in Delhi, Mumbai, Kolkatha, Hyderabad, Chennai and Bengluru.
PRICE:
In this case we are mainly focusing middle class consumers in India, because “the Indian middle class, target consumers for many companies, is expected to swell up to 267 million people in the next five years, up 67% from the current levels, they are providing opportunities for firms, according to NCAER”(The Economic Times 2011). We know we are entering into an emerging economy like India. So we need a tendency to adopt skimming strategy. This approach is to multiply the home countrys price by exchange rate, add the customs duties and taxes, and arrive at the price(B V Krishnamurthy 2008). Operating in India does bring with it some cost considerations. For example in 2015 corporate tax rate in India is 34.61%(TRADING ECONOMICS 2015).
PM. Narendra modi India’s president launched a program named Make in India, which is benefit for foreign direct investment, according to this aspects of taxation direct taxes- the investor is required to pay tax on net income earned in India. The rates of taxes differ among structures. For company incorporated in India is required to pay 30% tax+ surcharge+ education cess on net income earned(Make in India 2015).
By considering all these prospects our products price is Rs.1500.

CONCLUSION:
To conclude, target market is widely researched under various sections. Most of the important factors which are essential in Indian economy are discussed. Moreover the culture of the market and various pricing schmes and distribution techniques are analysed.Braun is now ready to be successfully launched into a new market.

BIBLIOGRAPHY:
About.com Travel, 2015. The 8 Most Popular Festivals in India. About.com Travel. Available at: http://goindia.about.com/od/festivalsevents/tp/Indiafestivals.htm [Accessed November 22, 2015].
Alan Fowler, 2009. Direct Marketing. Available at: http://www.slideshare.net/ccutright/direct-marketing-2776902?related=3 [Accessed November 23, 2015].
Bannys Media.com, 2015. Available at: http://www.bannysmedia.com/html/marketing-promotion.asp.
B V Krishnamurthy, 2008. A Pricing Strategy for the Indian Market. BloombergView. Available at: http://www.bloomberg.com/bw/stories/2008-01-22/a-pricing-strategy-for-the-indian-marketbusinessweek-business-news-stock-market-and-financial-advice [Accessed November 22, 2015].
Chopp, C., 2011. Language of India: The Major Languages Spoken in India. Full Stop India. Available at: http://www.fullstopindia.com/language-of-india-the-major-languages-spoken-in-india/ [Accessed November 23, 2015].
Cybex, 2010. Available at: http://www.cybex.in/indian-custom-duty/Shavers-Hair-Clippers-Removing-Appliances-Hs-Code-8510.aspx.
Daily post, 2015. Colors Kannada is No. 1 Kannada GEC | TelevisionPost.com. Available at: http://www.televisionpost.com/television/colors-kannada-is-no-1-kannada-gec/ [Accessed November 21, 2015].
Euro Monitor International, 2014. Available at: http://www.euromonitor.com/consumer-electronics-in-india/report.
FedEx, 2015. More electronics require approval from Indian customs prior to import - FedEx | IN. FedEx. Available at: http://www.fedex.com/$cc_path$/enews/2015/april/electronic.html [Accessed November 23, 2015].
Gupta, S.L., 2009. Sales and Distribution Management, Excel Books India.
KERALA TV, 2015. Tam Rating 2015 - Rating of Malayalam Television Channels 2015. Kerala TV. Available at: http://www.keralatv.in/2015/02/tam-rating-2015/ [Accessed November 21, 2015].
Maier and Vidorno, 2015. Sales in India – what is my best India market-entry strategy? Maier and Vidorno. Available at: http://www.maiervidorno.com/sales-india-best-india-market-entry-strategy/ [Accessed November 21, 2015].
Make in India, 2015. Available at: http://www.makeinindia.com/policy/foreign-direct-investment.
Mishra, S., 2015. Top 10 Indian News Channel 2015 - Best Hindi English News. Top 10 Wala News. Available at: http://top10wala.in/top-10-indian-news-channel-of-the-year/ [Accessed November 21, 2015].
NDTVSports.com, 2015. Virat Kohli 2nd Most Followed Indian Sportsperson on Facebook, Crosses 20 Million. NDTVSports.com. Available at: http://sports.ndtv.com/icc-cricket-world-cup-2015/news/237852-virat-kohli-2nd-most-followed-indian-sportsperson-on-facebook-crosses-20-million [Accessed November 22, 2015].
Q4, 2015. TOP TEN TV CHANNELS IN INDIA.. | Q4Points | Life Tips | Technical Tips | Business Updates. Available at: http://www.q4points.com/2012/10/top-ten-tv-channels-in-india.html#axzz3s9fCACu9 [Accessed November 21, 2015].
Rediff.com, 2013. India’s 21 best cities for business, Bangalore tops. Rediff. Available at: http://www.rediff.com/money/slide-show/slide-show-1-indias-21-best-cities-for-business-bangalore-tops-/20131023.htm [Accessed November 23, 2015].
Rick Suttle, 2015. Examples of Direct Marketing Campaigns. Small Business - Chron.com. Available at: http://smallbusiness.chron.com/examples-direct-marketing-campaigns-24087.html [Accessed November 22, 2015].
SANJAY KUMAR, 2011. Challenges of doing business in India. The Hindu Business Line. Available at: http://www.thehindubusinessline.com/opinion/challenges-of-doing-business-in-india/article2681474.ece [Accessed November 22, 2015].
Shah, H., 2015a. Top Tamil TV Channels & Serials of October 2015 By BARC (TRP) Ratings : Week 40 - MT Wiki: Upcoming Movie, Hindi TV Shows, Serials TRP, Bollywood Box Office. Available at: http://mtwiki.blogspot.ie/2015/06/top-tamil-tv-channels-and-serials-of-2015-by-weekly-trp-ratings.html [Accessed November 21, 2015].
Shah, H., 2015b. Top Telugu TV Channels & Serials of October 2015 By BARC (TRP) Ratings : Week 40 - MT Wiki: Upcoming Movie, Hindi TV Shows, Serials TRP, Bollywood Box Office. Available at: http://mtwiki.blogspot.ie/2015/06/top-telugu-tv-channels-and-serials-of-2015-by-trp-or-barc-ratings-weekly.html [Accessed November 21, 2015].
Statista, 2014. Leading countries based on number of Facebook users 2014 | Statistic. Statista. Available at: http://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/ [Accessed November 22, 2015].
Taruna S Gaur, 2013. Top 20 Best Selling Magazines of India. Inside Story Media. Available at: http://www.insidestorymedia.com/top-20-best-selling-magazines-of-india/ [Accessed November 21, 2015].
The Economic Times, 2011. http://economictimes.indiatimes.com//articleshow/7435793.cms. The Economic Times. Available at: http://economictimes.indiatimes.com//articleshow/7435793.cms [Accessed November 23, 2015].
The Huffington Post, 2015. Amazon India Got More Visitors Than Flipkart And Snapdeal Last Month. The Huffington Post. Available at: http://www.huffingtonpost.in/2015/06/29/amazon-india-flipkart-sna_n_7685882.html [Accessed November 21, 2015].
TRADING ECONOMICS, 2015. India Corporate Tax Rate | 1997-2015 | Data | Chart | Calendar | Forecast. Available at: http://www.tradingeconomics.com/india/corporate-tax-rate [Accessed November 22, 2015].
Trak.in, 2014. Top 15 Newspapers in India [2015 Update]. Trak.in - Indian Business of Tech, Mobile & Startups. Available at: http://trak.in/tags/business/2010/05/06/top-15-newspapers-india/ [Accessed November 23, 2015]. vijay, 2015. Telugu Channels TRP Ratings. pallibatani. Available at: http://www.pallibatani.com/view-4147-media-news-rating-telugu-channels-trp-ratings.html [Accessed November 21, 2015].
Vikash, 2015. Trimmers Offers - Online Discount Coupon Codes & Deals. CouponzGuru. Available at: http://www.couponzguru.com/trimmers-shavers-offers/ [Accessed November 21, 2015]. http://media.braun.com/-/media/medialib/downloads/global/world-of-braun/braun-strength-of-pure-brochure-x-cdn-en-4.pdf Benchmarked, 2015. top 10 best beard trimmer in India 2015 review Archives. Benchmarked.in. Available at: http://www.benchmarked.in/tag/top-10-best-beard-trimmer-in-india-2015-review/ [Accessed November 21, 2015].
Euromonitor, 2015. Consumer Lending in India. euromonitor. Available at: http://www.euromonitor.com/consumer-lending-in-india/report [Accessed November 21, 2015].
Habib, M., 2011. Launching New Products in India is a Long-Term Play | Nielsen. nielsen. Available at: http://www.nielsen.com/us/en/insights/news/2011/launching-new-products-in-india-is-a-long-term-play.html [Accessed November 21, 2015].

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