Interim Plan Safety Glow
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Safety Glow Tyres
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Interim Marketing Plan
Safety Glow Tyre Treads
Group -3
Submitted By:
Amit Bharara (B 40)
Arijit Goswami (B 46)
Gurjot singh Bhalla (B 52)
Monil Jain (B-58)
Raman Deep Ubbi (B 64)
Vijay Bhargava (B-71)
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I. Executive Summary
A major cause of traffic accidents is poor visibility when driving. It's vital to see other
vehicles, as well as to be seen by other drivers when on the road. But visibility is severely
compromised in poor weather conditions such as fog, rain, snow, and night driving, where it's
often difficult to see the road and other vehicles.
Another factor that contributes to traffic accidents is worn-out tyre treads, which affects a
car's stability and ability to quickly stop, turn corners, or respond appropriately in emergency
road situations.
Similar to reflective lane markings which highlight highway lanes during night driving, the
Safety Glow Tyre Treads feature fluorescent orange strips within the tyre grooves which
illuminate the tyres to increase the visibility of a vehicle. In fog, rain, snow, or night driving
conditions, the bright orange glow of the tyre treads helps the vehicle's tyres to be seen to
help avoid traffic accidents.
A major advantage of the Safety Glow Tyre Treads is that they glow all the time, and are not
dependant on a source of light like reflective lane markings, making them a superior safety
feature for both day and night driving. The Safety Glow Tyre Treads will also prove
invaluable in rescue missions to locate vehicles that have driven off the road, especially in
remote locations. It also provides crucial visibility to cars that break down and are parked in
the highway while waiting for help and roadside assistance.
We are planning to launch this product in four metros i.e. Mumbai, Bangalore, Delhi and
Kolkata. Initially we are targeting passenger vehicle users (limited category) and trucks in the
commercial vehicle category. Product is patented so we are planning to obtain license for
Indian operation for initial period of 5 years. We will be paying royalty as per the sales. Weare going for tie-up with the domestic tyre manufacturing company for producing tyre with
safety glow features incorporated. Slowly we will try to introduce the product for broader
market. We will achieve break even by the end of second year. Price of our tyre with the
safety glow will be lesser than the major competitors in the tyre market. We will also make
sure that our product is certified by ISI.
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Current Market Situation:
Market Description (Considering Bangalore only): Number of registered vehicles in
Bangalore is around 3653368 (till 2009).
Source:http://praja.in/en/gyan/number-vehicles-registered-bangalore
Source:http://www.bangaloretrafficpolice.gov.in/index.php?option=com_content&view=arti
cle&id=55&btp=55
Based on the above statistics we can say that number of accidents happening in Bangalore
metro is very high. Death and injury caused by accidents on Indias roads: 1 person dies
every 6 minutes and 10 people are injured in the same time frame. In Bangalore 1 accident is
happening every hour (Calculated from above table).
II. The Challenge
Product Review: Safety Glow Tyre Treads incorporates illuminating strips of a differentfluorescent colour [blue] in the tyre's steel belts. Normally, it's difficult to detect when the
http://praja.in/en/gyan/number-vehicles-registered-bangalorehttp://praja.in/en/gyan/number-vehicles-registered-bangalorehttp://praja.in/en/gyan/number-vehicles-registered-bangalore -
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tyre treads are worn out on a day-to-day basis without carefully inspecting the tyres. Thus,
most automobile owners don't realize that their tyres are worn out until they have difficulty
maintaining control of their vehicle. With the Safety Glow, when the blue fluorescent strips
are exposed, it visibly alerts the driver that the tyre's treads are worn out.
Similar to reflective lane markings which highlight highway lanes during night driving, the
Safety Glow Tyre Treads feature fluorescent orange strips within the tyre grooves which
illuminate the tyres to increase the visibility of a vehicle. In fog, rain, snow, or night driving
conditions, the bright orange glow of the tyre treads helps the vehicle's tyres to be seen to
help avoid traffic accidents.
Challenges to be addressed:
This product is to be launched in four metros i.e. Bangalore, Mumbai, Kolkata and Delhi.
Initially four distribution centres are planned to distribute the safety Glow threads to retailers
and authorised service centres. Also we have to find out one tyre manufacturing company
who can incorporate safety glow feature in the tyre as required. Most appropriate way to
launch our product successfully is by creating awareness among public who are using
vehicles regularly.
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We will be marketing our tyre in the market of passenger vehicles (limited category) and
trucks in commercial vehicles category where wear on tyres is more predominant.
III. Situation Analysis
Company Analysis
Mission
Every time someone somewhere drives a vehicle, we believe that there is trust riding on the
wheels, we believe that there is life, hopes and aspirations riding on the protection that we are
providing through SAFETY GLOW. For us, quality is a lot more than a buzz word since it is
a matter of life for the user of our product. We practice the same commitment in all our
dealings, with our people and with all our business associates.
Vision
In first year we will create awareness about our product under safety category by launching
it in Bangalore for the passenger vehicle category. Later we would like to spread our product
in other metro cities across India. Also we would like to expand product category to
commercial vehicles.
Strategy
PEST Analysis
Political factors:
Permission required by the governing body to launch the new product in the market.
Sales tax concession.Economical:
Rapid rise in Income level of people Conducive environment to accept new product Foreign collaboration improves image as well as provides technological advantages Availability of Investors
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Social factors:
Provides safety which is an important factor while driving a vehicle It might also serve as style statement to the young population Increase in population lead to more number of vehicles on road, so people are more
concerned about safety
Average distance to be covered daily is increasing day by dayTechnological Factors:
To incorporate safety glow feature in the tyres, latest machinery and raw material will be
required
Legal factor
Licensing from the patent owner
Agreement with local tyre manufacturers and suppliers
SWOT ANALYSIS
Strengths:
1. Innovative Product in safety category for vehicles.2. Ease of installation.3. Not Costly4. No expenses after initial purchase5. In improper lighting condition, it will be helpful in identifying vehicles from
distance. Reduces chances of accident.
6. Wearing of tyres can be identified easily without special effort.7. Replaced easily
Weakness
1. Product is of limited use in muddy roads2. It may get damaged, if used under worn-out tyre condition3. Product is being launched for the first time so no proven record
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Opportunities:
1. Only player in India so we can target whole automobile industry. Number ofvehicles on road are increasing at high rate and accident rate is also high (1
accident per 6 minute). So people cautious about safety will definitely get
attracted.
2. Due to adverse road conditions, people will look out for means to protect theirvehicle tyre and increase the tyre life. Ultimately it will help to increase the usage
life of vehicle.
3. If there is sustainable growth of automobile industry there is scope to extend theproduct to other categories of passenger and commercial vehicles.
4. Bicycle market can also be target in near future. Usually children use bicycles soparents are more concern about their safety
Threats:
1. Imitation of product is possible using different form of technology2. No clear picture about acceptance of product by market3. New technology might make our product redundant
Customer Analysis
Number: Vehicles in Bangalore is around 3653368 Type: Two Wheelers, Cars, Jeeps, Taxies, Buses, Trucks, Bicycle Value drivers: Safety and life of tyres Decision process: Price comparison, Availability, Quality and Durability.
Competitor Analysis
In India there are no direct competitors for this product
Collaborators
Licensing with the patent owner for five years. Agreement with domestic tyre manufacturing companies. Agreement with suppliers of raw material
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IV. Market Segmentation
V. Alternative Marketing Strategies
VI. Selected Marketing Strategy
Positioning:
Safety Glow will be positioned as a value product in the passenger vehicles category and
trucks in the commercial vehicle category, providing additional safety and it visibly alerts the
driver that the tyre's treads are worn out.
Product Strategy:
Product will be made available for Indian market after obtaining license from the patent
owning firm.
Initially we are planning to launch the product in four metros for 2, 4 wheelers in the
passenger category and trucks in the commercial vehicles category, later extending it to
bicycles and also expanding the category base for passenger and commercial vehicles.
Distribution Strategy:Initially four distribution centres will be opened in four metros i.e. one distribution centre in
one city covering the entire nation and later we will open more centres to penetrate the
market deeply. In future we would like to have tie up with major automobile brands like
Maruti, Hyundai and few commercial truck manufacturers like Ashok Leyland, Man force,
Tata etc to incorporate our tyres in their vehicles and other retail tyre selling counters and
dealers.
Communication Strategy:
Educating the sales staff of automobile show rooms and service centres about theproduct.
Wall posters at automobile show rooms, service centres & other retail spare partselling stores
We will have a tie up with traffic department to recommend the product to the public(take part in their road safety education campaigns).
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Promoting the product by sponsoring safety bill boards on the road (Boards like speedbreaker ahead, speed limit, wear helmets & safety belts etc).
Distributing pamphlets at major traffic junctions for spreading awareness about thebenefits of using the product for road safety.
Research:
We will conduct primary market research in major cities of India to check the acceptability of
this product in the Indian market.
Organization Structure:
Product
Brand name : Safety Glow Tyres
Quality : ISI certified Scope of product line : Automobile Industry Warranty : Two wheelers 30000 KM, Four Wheelers 45000 KM Packaging : Not Applicable
Price
Distribution (Place)
CMD
DistributionManager
MarketingManager
AssistantManger- B2B
Assistance Manager-Market Research
MarketResearchAnalyst 1
MarketResearchAnalyst 2
AssistantManager,
Delhi
MarketRepresent
ative 1
Sales Staff1
SupportStaff
AssistantManager,Bangalore
MarketRepresent
ative 2
Sales Staff2
SupportStaff
AssistantManager,Mumbai
MarketRepresent
ative 3
Sales Staff3
SupportStaff
AssistantManager,Kolkata
MarketRepresent
ative 4
Sales Staff4
SupportStaff
Finance Dept.(Accountant)
Cashier -Delhi
Cashier-Bangalore
Cashier-Mumbai
Cashier-Kolkata
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Promotion
VII. Short & Long-Term Projections
Objectives
For 1st Year: Assuming that we are ready with the product ready to be launched in the
market
Launching the marketing campaign using Advertisement, posters, hoardingsetc.
Establishing 4 distribution centres in Bangalore, Mumbai, Delhi, Kolkata We will introduce 8 different types of tyres covering various 2 - 4 wheeler
passenger vehicles which are majorly in use and trucks in commercial vehicle
category.
We will have a tie up with major tyre dealers and retailers. Educating sales and service personnel of authorised service centres of
vehicles, other major retailers and dealers.
Tie up with traffic department to recommend the product to the public (takepart in their road safety education campaigns).
For 2nd Year:
Introduced safety glow tyres to different types of vehicles not covered tillnow.
We will target other commercial vehicles like buses and bicycles. Promoting the product by sponsoring safety bill boards on the road (Boards
like speed breaker ahead, speed limit, wear helmets & safety belts etc).
Achieving break even by the end of 2nd year.
Action Programs:
Year 1
Quarter 1-(Jan 2012-March 2012)
Initially four distribution centres will be opened in four different locations
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We will have tie ups with authorized service centres of major automobile showrooms, other retailers and dealers selling tyres.
Educating the sales staff of automobile show rooms and retail shops selling tyres
Wall posters at automobile show rooms, service centres & other tyre retailers
Quarter 2-(April 2012-June 2012)
We will have a tie up with traffic department to recommend the product to thepublic (take part in their road safety education campaigns).
Promoting the product by sponsoring safety bill boards on the road (Boards likespeed breaker ahead, speed limit, wear helmets & safety belts etc).
Distributing pamphlets at major traffic junctions for spreading awareness aboutthe benefits of using the product for road safety.
We will have performance analysis of our product for the 2nd Quarter.
Quarter 3-(July 2012-Sept 2012)
We will have more tie ups with authorized service centres of major automobileshow rooms and other retail spare parts selling counters.
Launch our product for bicycles. Feasibility study is conducted to study the acceptance of the product in rural areas
around Bangalore.
We will have performance analysis of our product for the 3rd quarter.
Quarter 4-(Oct 2012-Dec 2012)
Conduct Feasibility study is conducted whether to expand our product in thecommercial vehicle category.
Study is conducted to know the feasibility of launching our product in other majorcities of India.
Customer satisfaction survey will be conducted to gauge the level of penetrationand performance of the product and analysis of the same to make necessary
modifications in our product.
We will have performance analysis of our product for the 4th quarter
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Year 2
Quarter 1-(Jan 2013-March 2013)
Launch the product for commercial vehicles
Expand the tie ups with commercial vehicle service centres (autos, trucks, buses,cabs) and other retail spare part stores
Promote the product by having bill boards on highways explaining the need forsafety and about the benefits of the product for road safety.
Creating awareness of our product in major bicycle stores and posters of theproduct & its benefits in their stores.
VIII. Conclusion
IX. Exhibits