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5 Fources

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ORTER’s Five Forces Analysis:
Buying Power of Buyer’s:
In Indian market the buying power of the consumer or the buyers is high. As there are a lot of other comic books available in the market, so the buyers can easily switch over to other comic publications. The cost factor of available comic publications makes it easy for the consumers to switch from one comic to the other. Generally comics with 40 to 50 pages are priced between Rs.
15 to Rs 20. As done by the major players like Raj comics & Virgin Comics
.
Buying Power of Suppliers:
1.
Suppliers in the Indian market do not enjoy Bargaining power as the buyer does. There is limited no. of publication house that have license to publish comics of famous carton characters in India. So under such a condition the bargaining power of suppliers goes down. 2.The suppliers of comic publishing material in India loose bargaining power because of low switching costs as India is a price sensitive country. If they don’t provide competitive cost the publisher can easily switch over. Threat of New Entrants:
1.
In the present scenario the Threat of new entrants is high in the Indian markets, Recently in June 2006 Virgin Comics entered Indian market by tying up with Gotham Comics.
These comics are getting good response in the market and after seeing the market potential more comics & entertainment companies are likely to enter Indian markets.
2.At present the market potential of the Indian comics market is Rs. 100 crore but is likely to grow four times to Rs. 400 crore in next decade. This may also attract new players in the market from with in the country & outside.
3.
The entry cost is low in the Indian market & as far as the market potential is concerned it is comparatively very high. There are around 300 million potential customers in the age group of 6 to 17 from all educational levels & income groups. The Govt. rules & regulations are easily achievable & getting a publishing license does not
Threats of Substitutes:

The availability of substitutes is quite moderate, substitute to comic books Joke books, Cartoon Channels & animated cartoon movies are available in the country but still comic reading is very popular among the age group of 6 years to 17 years.As far as rural India is concerned cartoon channel & animated movies does not attract the buyer much so the threat of substitute is not very high.
Threat of Rivals:
There are only 6 to 10 big players in the comics industry in India, the major of which are Raj
Comics, Diamond Comics(published both in Hindi & English), AMK media & the newly Virgin
Comics(published both in Hindi & English). Other than this there are Comics on Archie,
Garfield & super heroes like Superman & Batman published by Marvel comics. As far as
English comics are concerned there are no big rival but in Hindi publication like Raj Comics &
Diamond comics hold fabulous monopoly with there entertaining cartoon characters

The activities of the marketing and sales team will be reviewed at the end of each month on terms of targets reached and what is proposed plan for the next month, if they want any changes in the existing system, problems faced by them etc. The report has to be submitted in all respects to their respective team leader which will in turn would be discussed with the marketing head of the region.
2.
Training Needs
:
At the end of each quarter a review assessing training needs, if any , will be submitted by all the team leaders to their Seniors so that timely action can be taken to train the sales force and in case there Is requirement of more people it can be done accordingly.
3.

Revenue Assessment
:
A report has to be submitted by respective department showing all the costs incurred by them post launch of the product and an estimate of budgeted expenditure for the next quarter. In addition there will be a meeting of the heads of all the deptts. To ascertain the profitability of the launch and subsequent planning.
4.
Reviewing the Supply-chain and Dealer meet: The product manager will organize a dealer meet to assess the stock in hand and the future requirement and problems faced by dealers if any.
Further dealers will be updated about the marketing plans company is going to take up to the extent of providing discount schemes or financing the consumers. A report has to be submitted on performance of the channel suppliers and in case there is a need for any deletions, substitutions and leaving out a channel in case of non-performance.

http://www.scribd.com/kuldip47/d/28723663-Marketing-Plan-on-Disney-Comics

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