Marketing plan
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![Page 1: Marketing plan](https://reader033.fdocuments.in/reader033/viewer/2022061116/54656ce4af795971108b4708/html5/thumbnails/1.jpg)
MARKETING PLAN
Presented by Group # 5Shreya
Deepti SharmaSaurabh srivastavaHimanshu Yadav
Sumit Agarwal
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By
Dwight D. Eisenhower
Plans are Nothing, Planning is Everything.
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BLACK CHERRY (BC2012)RECHARGING RURAL
Black Cheery
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OUTLINES
Executive SummaryAnalysisSWOT AnalysisObjectivesGame PlanAction PlanBudgetControl
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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.
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ANALYSIS
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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.
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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.
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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
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OBJECTIVES
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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.
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MARKETING OBJECTIVES
• Generate Brand Equity.• Expand the number of distribution outlets.• Maintain positive, steady sales growth each
quarter.
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GAME PLAN
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Target market
• Middle Income Group,• Rural Sectors,• Long Distance Traveler
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Positioning
• Using Product differentiation, we are positioning the Black Cherry as the most versatile, convenient, value-added phone for personal use.
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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.
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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.
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Distribution
• Distribution through Specialty Stores. • Channel Partners.• Detailed specification handouts.
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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
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Sales promotion
• Special Payment terms for retailers.• Store Displays.• Free Giveaways.• Banners at business functions.• Sporting Events.
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ACTION PLAN
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Dealer promotion program
• January 2012: Will participate in national trade show.
• March 2012: Organize sales contest and will award three day vacation at Goa.
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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.
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BUDGET
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FINANCIAL
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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
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CONTROL
• This plan is about implementation, changing the business, and making it better. It is worth nothing if not implemented.
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MILESTONES
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THANK YOU