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MARKETING PLAN
Presented by Group # 5Shreya
Deepti SharmaSaurabh srivastavaHimanshu Yadav
Sumit Agarwal
By
Dwight D. Eisenhower
Plans are Nothing, Planning is Everything.
BLACK CHERRY (BC2012)RECHARGING RURAL
Black Cheery
OUTLINES
Executive SummaryAnalysisSWOT AnalysisObjectivesGame PlanAction PlanBudgetControl
EXECUTIVE SUMMARY
• Black Cherry is a newly launched company in India.• Our First Product is BC2012, a Solar Charging
Mobile.• It is a basic Multimedia functioning like GPRS, GSM,
Text Messaging etc.• The company has been founded by 6 entrepreneurs.• Targeting specific segments in Consumer &
Business Markets.
ANALYSIS
SITUATION ANALYSIS
Research shows that India has 150 million mobile phone subscribers & 30 % of population owns cell phones.
Worldwide Nokia is cell phone leader holding 45 % of global market & leader with 60% market share.
This year we intend to launch BC2012 in related markets.
MARKET ANALYSIS
Black cherry ‘s market consists of consumers & business users who prefer to have a mobile that work for long hours without repeated need to recharge. Currently, the telecom industry is among the strongest growth industry in the capital market.
SWOT Analysis
Strengths-•Innovative Product
•Value Pricing
Weaknesses-•Lack of brand awareness
•Heavier and thicker than most common models
Opportunities-•Cost-efficient Technology
•Monopoly of technology
Threats-•Downward pricing pressure
•Competition
OBJECTIVES
FINANCIAL OBJECTIVES
• Increase profit margin by 2% in a year through operating efficiencies.
• Will not decrease research & Development.• Earn an average rate of return on Investment
over the next 3 years.• Create an Increase revenue.
MARKETING OBJECTIVES
• Generate Brand Equity.• Expand the number of distribution outlets.• Maintain positive, steady sales growth each
quarter.
GAME PLAN
Target market
• Middle Income Group,• Rural Sectors,• Long Distance Traveler
Positioning
• Using Product differentiation, we are positioning the Black Cherry as the most versatile, convenient, value-added phone for personal use.
Product line
• The Black cherry BC2012, including all features described in the earlier part, will be sold with 18 months warranty.
• Two Classical Models(Metallic and Black) and Executive Model.
Pricing strategy
• The Black cherry BC2012 will be introduced at Rs. 3699 wholesalers/Rs. 4199 estimated retail price per unit.
• We are using penetrating strategy for classical as well as for executive model.
• We are using percieved value pricing method.
Distribution
• Distribution through Specialty Stores. • Channel Partners.• Detailed specification handouts.
ElectronicMedia
•Combines sight, sound, & motion; appealing to the senses; high attention & high reach.
PrintMedia
•High geographic & demographic selectivity; credibility & prestige; high quality reproduction; long life; good pass-along readership.
Outdoor •Flexibility; high repeat exposure; low cost; low competition.
Advertising strategy
Sales promotion
• Special Payment terms for retailers.• Store Displays.• Free Giveaways.• Banners at business functions.• Sporting Events.
ACTION PLAN
Dealer promotion program
• January 2012: Will participate in national trade show.
• March 2012: Organize sales contest and will award three day vacation at Goa.
Consumer promotion program
• April-may 2012: Special gift pack for bride and groom.
• August 2012: will offer free wireless headset.• November 2012: Will offer 4 different kinds of
back panel suiting to customer’s mood.
BUDGET
FINANCIAL
MARKETING
EXPENDITURE FOR ONE YEAR
SALERIES 10,00,000
ADVERTISING 30,00,000
SALES PROMOTION 19,50,000
TRADE FARE 19,50,000
GENERAL EXPENSES 3,00,000
TRAVEL 12,00,000
MISCELLANEOUS 16,00,000
TOTAL SALES AND MARKET EXPENDITURE
1,10,00,000
CONTROL
• This plan is about implementation, changing the business, and making it better. It is worth nothing if not implemented.
MILESTONES
THANK YOU