Fire

|

Marketing PlanOn |

Little Johnny BABY MONITOR |

Working Group : C2 |

Roll | Name |

13110 | Ankita B Rao |

13124 | Harshit Pandey |

13144 | Saikat Sinha |

13149 | Saurav Sanyal |

13156 | Tom K Jacob |

INTRODUCTION

Dr Philip Kotler, while trying to define Marketing, mentions about how marketing identifies an unfulfilled need and desire. In his definition of Marketing, he continues to explain how marketing relates to the process in which this unfulfilled needs/desires is not only identified, but its intended market and the corresponding profit potential are defined, measured and quantified. This aptly relates to the product in hand as its marketing relates to satisfying a latent need. The importance of such a marketing plan needs to be taken in the Indian context. A product such as a Baby Monitor that is very commonly used in the West may not find many takers in the India due to traditions that tips the scale against our favor. Thus any marketing plan first needs to find avenues to identify the right customer and communicate the right message regarding our brand inasmuch as helping them recall Little Johnny whenever Baby Monitor comes to their mind.

This Marketing plan report puts forward all the necessary actions that need to be carried out based on the limited data available online regarding India consumer trends. It has given equal if not more emphasis on Market surveys and direct communications with the end customer and channels in the form of interviews and questionnaire responses collected over the period of time this study was undertaken.

The marketer in question, Little Johnny, is a Baby care brand that is planning to enter the Indian market with its first offering in the form of a Baby Monitor. Little Johnny is planning to market a product with strong fundamentals albeit in a market where the customer’s response is yet to be assessed. Little Johnny has related the emotional bond between the mother and the child in relating its...