1. MARKETING PLAN: KALPANA CREATION
EXECUTIVE SUMMARY
Kalpana creation is a hypothetical start-up. It is set by 4 entrepreneurs
who found opportunities in the wastage happening in the newspaper in
industry, houses in the khamgaon region in Maharashtra, a state in
india.The main reason behind this wastage is lack of processing storage,
and transportation facilities. The company decided to focus on
processing each single newspaper which is going to be waste like paper
from paper mills, magzines etc.
We use mill made recycled paper which helps to reduce our carbon
footprint and helps the environment. It is ecofriendly.It constantly
strives to add innovative designs and styles to its product range,the
company is reputed for its artistic range of products .It has stabilized its
plan to enter the domestic market,and subsequently the international
market,with its own brand once it has stabilized its procurement
base,production process and quality of the product, and generated
enough financial resources, its plans to do this through both internal
accrual and venture-capital funding.kalpana aspires to be a leading
paper jewelry company in India within next 10 years.
2 SITUATION ANALYSIS
Kalpana owner-directors analyzed the situation using the 4C
framework.4C stands for customer, competitor, company and context.

2. 2.1 Customers
Kalpana creations entering its first year of operation, starting the
business from small scale, which will be opening 100 stores all over
India in the next 2 years. The start of the company from 5 stores in
operation. Obsessive customer attention is the mantra.kalpana's
philosophy is complete customer satisfaction. This will occur at
whatever cost. Their core value is forwarded by efficiency and
continuous improvements. Their products create magic everywhere by
enhancing the beauty of womanhood. Customers were in the 15-35 age
groups."Mostly young girls evince interest in buying the jewellery"
2.2 Competitors
Kalpana creations having very less competitors like Kalyani international
And Mahalaxmi creations.Kalpana, after a detailed analysis, has found
that its major competitive advantage is that assured access to good-
quality raw material, various other variety of papers and other
requirements at very reasonable cost, its various designs which is only
available to kalpana, and its ability to scale up operations within the
first 2 years by acquiring processing units in strategic locations through
venture funding.
2.3 Company
Started as a partnership company, kalpana creation has a total
investment of Rs.5 lakh; the four entrepreneurs are contributing,Of the
4 entrepreneur’s one has a background in jewelry shop gold and gold

3. plated jewelry with 10 years of experience and a good understanding of
institutional market. We believe in establishing long term business
relationships based on sound values and business ethics. Our values
work for our staff, our customers and other public of having general
interest. Our organization is dedicated to putting the customers first by
developing ideas and supplying jewellery items, in the closest possible
partnership for creating mutual growth.
The company will produce more than 2,000 designs in 40 colours.
"Special designs will develop for changing seasons and moods. The
range varies from elaborate and detail designs to basics.
ACCESSORIES PRICE(RS)
Earrings 45
Bracelet 100-200
Chain and pendant 150-250
Bangles 50-150
Anklets 50
Nose ring 30
Maangtika 50-70
The initial plant capacity is for processing 20 tons of paper, producing
about 5000 pairs of earings,2000 pendants,5000 necklace set
etc.However,the capacity utilization is expected to be 70%,100% in the
first, second year ,respectively. The plant will operate for all the 12
months.
2.4 Context
As there are various paper mills in India tons of papers manufactures
daily. Initially the 5 shops taken on rental basis in different cities in
maharashtra.Due to rapid growth in organized retail and promotion of

4. the jewelry production is expected to grow at the rate of about 40% per
year.
The rapid growth in income has led to an increase in the demand for
paper accessories. The demand in export market and organized
attempts at brand building is also expected to help in obtaining better
prices.
3 MARKET OPPORTUNITY AND ISSUES
As there are very less competitors the opportunities are more in this
field. Here the expenditure is less and income is more. As today’s age is
the age of fashion the jewelry always is in demand and paper jewelry is
something different and innovative. The young girls are the daily
customers.
It is a laborious work; high degree of accuracy required. Recycling of
paper is also an issue. Initially convincing people will be an issue for its
durability.
4 OBJECTIVES
To achieve total customer satisfaction by consistently producing and
supplying defect free product on time and every time. Marching ahead
with a single-minded motto of devotion to excellence.
Achieve sales of total 5lakh, 7 lakh and 9 lakh in first, second and third

5. year respectively.
YEAR SALES(UNITS) RUPEES(LAKH)
2013 10,000-15,000 5
2014 12,000-17,000 7
2015 15,000-20,000 9
BREAK EVEN ANALYSIS
o Revenue/ton Rs.25,000
o Variable cost/ton Rs.15,000
o Contribution/ton Rs.5,000
o Fixed cost Rs.60,000
o Break even volume = Rs 60,000/Rs 15,000/ton
= 4 ton
5 MARKETING STRATEGY:
Describing the product:
Kalpana creations provides paper jwellery of different varieties
which are made using various decorative material.The products
they are providing is unique from other jwellery as it is made from
paper one can’t even imagine also very beautiful and cheap.
Competitive Pricing:

6. There as such not more competition to kalpana creations, competitive
pricing strategy that will allow them to make money and edge out
the other stores.
Sales Locations:
The store is located in a key part of town that appeals to the
market information .They used to sell their products online or on
the road at jewelry exhibition jewelry.
Promotion and Market Analysis:
The market for jewelry is comprised mainly of females, age 13
and up, mainly college going girls. The exception to this rule is
present during specific holidays such as Christmas, Valentine's
Day and birthdays when men do a lot of the buying, during this
occasions the special offers are provided and some free gifts also
provided on large purchasing, various advertisement used to be
done in newspapers,magazines,tv etc. The marketing strategy
will be to develop long-term relationships with customers. . As
the business becomes profitable, plans will be implemented to
expand
7 POSITIONING:
Kalpana creation will itself as a value-for-money brand, one
that provides all the fashionable jwellery which is the need of
today.Kalpana creation will promote/position itself as a
differentiated provider of the beautiful paper jwellery. Their
competitive edge is customer attention and customer service.

7. 8 MARKETING MIX:
Product: Beginning Kalpana creation started with low prices
schemes for different accessories.It will add some new different
designs and innovative ideas and explore it across all over India.
Price: company will offer good scheme for young college going
girl’s i.e. age group between 13 and above. The prices of
acessories will increase according to customers demand and
company profit.
Place: Initially company will provide the service in
Maharashtra. After 1 year company will explore their business in
south states and other part of India.
Promotion: The most successful advertising will be the
magazine advertisements, online advertisement, newspaper and
T.V advertisement.
9 REVIEWS AND CONTROL:
Kalpana creation have simple, decision friendly, weekly,
monthly, quarterly, and annual reports focusing on
 Revenue and unit sales
 Expenses
 Customer feedback
 Market log
10 MARKETING ORGANIZATION:

8. One of the four partners will head the marketing function,
and will be supported by others.
11CONTINGENCY PLAN:
> Problem generating visibility.
> An entry to the high end hard adventure market.
> Difficulty securing high quality staff.
> A slump in the economy.
SNEHA.CHOUKSEY (TM1211111)
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