PART1:

INTRODUCTION

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1.1 Background

This is a marketing plan for the course MKT 201: Principles of Marketing and this report is to

introduce Solio™ charger in Bangladesh, a solar-based mobile phone charger. Therefore, this

report shows the detail of marketing strategy, analysis and other relative research for an

appropriate Marketing Plan.

1.2 Objectives

� To learn how to make a proper Marketing Plan

� To learn different types of marketing tools and how to use them in different situation.

� Learn to analyze market for any particular product/service.

1.3 Methodology

1.3.1 Outline of Methodology

The entire report is carried out through many steps. Methodology exposes all those steps that

have been taken to finish the report effectively. Following methodology has been accepted to

complete the report.

1.3.2 Data Collection

The data/ information have been collected from basically two sources. Those are: Primary and

Secondary sources. Details of the sources are given in form of bibliography.

Source of Information

Secondary Source of Information

� Course lectures (MKT 201)

� Principles of Marketing

(Philip Kotler, Armstrong)

Different websites:

� �www.solio.com

� www.solar-energy-scene.com

� www.dhgate.com

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1.4 Limitation

� Limited knowledge of marketing plan

� Limited time to plan.

� No previous experience with marketing plan

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PART 2:

SITUATION ANALYSIS

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2.1 “Solio ™” a solar based chargerThis Solar technology typically used in the aerospace, bicycle, alternative energy and automotive

industries. The design of a solar mobile charger is severely limited by the energy input into the

mobile (batteries and power from the sun).

The new great investment to make is solar mobile phone chargers. With their ability to eliminate

the need of standard chargers and wall outlets, along with preserving the environment, picking

one of these devices up can be of huge value and use. The Solar-powered Charger is a new

concept of the 21st Century. It utilizes abundant natural energy and hence is environmentally

friendly. This is a portable solar charger. You can get your mobile phone, digital camera, PDA,

MP3 and MP4 charged up any time in the daytime. It is of stylish design and convenient to use.

The portable solar charger has a built-in Li-battery, which can support your mobile phone with

hours of talk time depending on the capacity of built-in battery and model of your mobile phone.

The simplicity of this product and incredible benefit, it provides for people in charging a cell

phone anywhere is priceless. Whether someone is stranded, camping, or out of wall outlets, a

solar cell phone charger can make all the difference.

Until the past few years, the sun has been overlooked in the ability to produce energy for devices

and anything requiring electricity. However, with the invention of solar panels and other solar

devices, solar chargers have joined the group also. The process in which these solar phone

chargers produce and transfer energy is very simple. These devices absorb sunlight which makes

energy, which is transferred to cell phones and other compatible electronic devices. For those

requiring a cell phone charge at nighttime, there are storage units available that can hold deposits

of energy until they are needed. Producing kilowatts through electricity costs money, and by

eliminating electricity usage, there is money to be saved. This is where solar cell phone chargers

come into the picture. With the average charge of a Razr cell phone that requires two hours of

charging at 0.06 kilowatts per hour, the cost is very small. Unfortunately, people tend to leave

their chargers plugged into the outlet throughout the day and night, sometimes never taking time

to unplug the electricity draining charger.

By utilizing solar cell phone chargers, the potential of wasting electricity and money is

eliminated because the standard chargers can be stored away.

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Depending on the wattage of the solar cell phone charger, to fully charge a cell phone can take

anywhere from thirty minutes to three hours.

Product descriptionOur product is a solar-based mobile phone charger which is for the outdoors adventurer or workers

who still need to keep in touch with the people back in home or office. We are not talking some

giant solar panel here. Rather, the compact (approx. 4.7 inches by 2.5 inches by 1.4 inches; 5.8

ounces), oval-shaped device fans open to include three small panels, each 3 inches long like in

case of Solio Classic™. The Solio™ will fit easily in a bag, and it comes with many color of

your choice.

The mechanism of the product is very simple and easy to use. You just have to connect to your

device, turn on the device and face it towards the sun. The charge will begin instantly. The

chargers are designed for most of the famous mobile phone brands like Motorola, Nokia, Sony

Ericsson, Black Berry, iPhone and Samsung phones. Even many supported MP3/MP4 players,

iPod and cameras can be charged with our device.

The SOLIO has an internal battery that can be charged via a conventional wall charger, computer

via USB or directly from the sun. The internal charger can be used as a backup charger for

mobile phones or other electronic gadgets.

That is a great thing because we won’t have to depend on the domestic electricity in our house.

Even, you can travel with the charger and visit amazing places without electricity and, anyway,

you will be able to use your gadgets. You only will just need solar light.

The Solio™ have three different types of solar-based mobile phone charger has been design

according to user need and requirement.

1. Rocsta™ H1000

2. Mono™

3. Classic™

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The entire above product come with different colors and design. The technical features and

play/talk times are listed below.

Technical Features Rocsta™ H1000 Mono™ Classic™

Solar charge time 8 Hours+ (estimated) 12 Hours 6 Hours+ (estimated)

USB Charge time 4.6 hrs 4.6 hrs 3.5 hrs

Battery Capacity 1000mAh - Li-ion 1000mAh - Li-ion 1650mAh - Li-ion

Power Output ~ 5 Watts ~ 4 Watts ~ 5 Watts

Solar Panels 1 High efficiency 1 High efficiency 3 high efficiency

Play/Talk time Rocsta™ H1000 Mono™ Classic™

Phone/PDA 3.6 Talk time Hrs. 3.6 Talk time Hrs. 6 Talk time Hrs

MP3/MP4 34 Playtime Hrs 34 Playtime Hrs 56 Playtime Hrs

Camera 255 pictures 255 pictures 421 pictures

*Times will vary depending on device

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2.2 Market Description

With a solar cell phone charger you can always stay in touch when your phone is about to die,

whether you are on the road traveling or out on an adventure in the outdoors. The solar energy

panel on the phone charger converts the free sunlight into electricity that is stored in the device

and is there when you need it to charge your cell phone.

Many of the solar cell phone chargers, but not all can be charged through your regular electrical

outlet at home, or when you don’t have access to an outlet, then you can add power to the

charger through its built in solar energy panel. A traveling business person will find having a

solar cell phone charger to be indispensable as they can make sure they are never out of touch by

being caught with a dead battery. If you are traveling in your car, you can lay the solar cell phone

charger on the dash or other area of the car where the sunlight is flowing in and keep a full

charge on your phone at all times. Business person, student, or outdoor adventurer can all benefit

from keeping a solar charger with them. They are lightweight and small enough to keep in your

purse, backpack or briefcase, and some in your pocket.

Market research often refers to either primary or secondary research. Secondary research

involves a company using information compiled from various sources, which is about a new or

existing product. Primary market research involves qualitative research (such as focus groups or

one-on-one interviews) and quantitative research (such as surveys) as well as field tests or

observations conducted for or tailored specifically to that product. Primary research, which is

also called field research or original research, is useful for finding new information and getting

customers' views on products.

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2.3 Current Market Situation

There are different companies in Bangladeshi market providing customers with varieties of cell

phone chargers. Amongst them we have selected some as our competitors. They have a huge

market share and will surely create barriers in entering the market for our new product. These

competitors are offering chargers of different types, prices and qualities. Here we’ve stated some

of our market competitor’s offerings to their customers,

COMPANIES TYPES PRICES

ANIK TELECOM Wall charger 50-550tk

SKYCELL Wall charger 150-400tk

ENERGY BANGLA Solar charger 900tk

GEN power Solar charger 1400+

2.4 Distribution channel A distribution channel consists of set of people and firms involved in the transfer of title to a

product as a product moves from producer to ultimate consumer or a business user. A channel of

distribution always includes a producer and a ultimate consumer for the product as well as any

middleman such as retailers and wholesalers.

Major channels of distribution

Many distribution channels exist today for consumer goods, business goods and for services.

Here we discuss about distribution channels of consumer goods.

· Producer consumer

· Producer retailer consumer

· Producer wholesaler retailer consumer

· Producer agent retailer consumer 9�|�P a g e ��

· Producer agent wholesaler retailer consumer

2.5 Market Segments

We will be targeting all segments of the people, by providing them all kinds of services according to their need or wants. For example, the demographics of our customers are given below,

MARKET SEGMENTS VARIABLES CONCENTRATION

Demographic Age 25 years onward

Gender Male, Female Income All income groups

Occupation NGO workers, tourism, and other

Religion Irrespective of religion

Nationality Bangladeshi

Race Irrespective of race

Education College graduate onward

Geographic World region Asia

Country Bangladesh

Cities Reach out maximum places

Density High

Climate All climate, other than rainy

Psychographic Social class All class of people

Lifestyles Urban, rural, and even far villages

Behavioral Benefits Quality

Loyalty status Strong

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2.6 Target Market

We have broadly segmented our market in demographic and psychographic segments. Under

demographic, we have chosen the segment of occupation and income. Under psychographic,

social class and lifestyle, segments were chosen.

Our ideal customers are the persons who have the occupation related to traveling and tourism

and use mobile phone and portable gizmo like IPod, Mp3 player often during their work.

Example of this group of persons can be NGO workers, tourism business or interested in

traveling a lot. Customers are typically working people with an income above Tk. 25,000 and

have a wide range of disposable income.

2.7 Positioning strategy

To gain a competitive advantage we have positioned our product by product differentiation. Our

products are differentiated on consistency, durability, reliability and reparability.

Positioning statement

To the outdoor adventurers, who require charging electronic gadgets during travelling, Solio

Charger is the solar-based charger that allow you to charge your mobile phones, cameras, MP3

players and many other device easily and reliably than other competitor’s product.

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PART 3:

SWOT ANALYSIS

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3.1 Strengths The product is design in such a way, that any user with little technical knowledge can operate it

with ease. An external battery is included with the device, could be use as to charge mobile

phone easily. The device is small, easy to carry and eco-friendly. This device not only charge

mobile phone but also cameras, MP3/MP4 player as well.

� Meet an emergency when you go outside or power out, you can also use your mobile

phone with solar energy.

� Easily portable modern design, stainless steel case, small size, convenient to take with

� Fits Mobile phone, digital camera, PDA, MP3 and MP4 whenever and wherever you are,

you can charge your mobile phone in time, and you could talk on the phone when

charging.

� High efficiency charging 60 minutes, the charger could transfer the energy from the built

in battery into your mobile phone battery, and could give you 100-150 minutes' talk time

� Environment friendly it is not harmful for the environment.

� Also save energy when no sunlight available these cells also save energy for charging

cell phones at night time.

� Convenience to use

3.2 Weaknesses The SOLIO charger is expensive than conventional wall charger. The price of conventional wall

charger is usually from Tk. 80 to Tk. 150 whereas, this particular charger is priced Tk. 600 with

warranty and accessories.

� Can be damaged to water

� Difficult to charge during winter season or cloudy day

� At dark charging not possible at all.

� In place where electricity is abundant, our charger is useless.

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3.3 Opportunities These above problems can be overcome once the technologies of the solar cell are improved.

According, to researchers at Idaho National Laboratory, along with partners at Micro continuum

Inc. in Cambridge, MA, electricity can be produce from infrared ray (i.e. electricity could be

produce at dark also). This technology will decrease the dependency on conventional wall

charger and increase the use of more solar powered device. The other opportunities are,

� Few competitors initially

� Can get high market share very soon

� Energy efficient

� Having built in battery which store energy

� Available in different colors and accessories

3.4 Threats Main threat of the device is solar-based charger take more time to charge than conventional wall

charger. Where electricity is abundant, SOLIO charger is useless. These types of chargers are

usually used in case of emergency. The charging also depends on the intensity of sunlight, higher

intensity faster charging. At dark, charging cannot be done at all.

� More competitors can come easily

� Electricity problem can be solved in future & that will be the end of our business

� In beginning we may earn low profit margin

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PART 4:

OBJECTIVES AND ISSUES

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Our mission is to amass our country’s recourses by replacing the electric mobile charger by

promoting and developing solar energy mobile charger in Bangladesh. To attain the mission we

need to fulfill two major objectives. They are,

1. Financial Objectives

2. Marketing objectives

Financial objectives:

� Customer sales

By volume and growth percentage: we will increase our sales by at least 3000 units per year.

By segments: we are concentrating more on the urban & rural areas than the semi-urban

areas as geographic segmentation. By demographic segment, we will more emphasis on the

people whose income is more than TK.20000

� From the income statement we can say that our company is having loss for the first two

years, but after reaching to the break even we are having huge profit. So we can assume

that in near future our company can enjoy profitable sales.

� Become the market leader in that particular segment within the forecasted sales figures.

Marketing Objectives

Marketing success can be measured on several non-financial market metrics. These measure are

important since these often shed light on underlying conditions and circumstances facing the

company that are not easily seen within financial measures.

� Create strong consumer awareness towards a completely new solar-based mobile phone

charger among the target audience by 30 percent in one year.

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� Inform target audience about features and benefits of our product and its competitive

advantage, leading to a 10 percent increase in sales in one year.

� Establish wide brand recognition through the capture of market shares in the functional

mobile charger segment of the market.

� Create a website that will help our customer to give them the best solution of their

problems related to the product.

� Decrease or remove potential customers' resistance to buying our product, leading to a 20

percent increase in sales that are closed in six months or less.

Issues

Issues related to the objective can occur any time in this dynamic market. The issues can be

worse to worst and contingency plan should create to face these issues. This is also known as

“Back-up- plans”, “Worst-case scenario plans” or “Plan B”.

Possible issues could be:

1. Sales is very low,

2. Unexpected inflation or recession in economy

3. Unusual incident on (Strike, political instability, riot) during supply delivery time

The plans for each situation are as follows,

1. “Buy and win iPhone” or “Win a ticket to Malayasia” or “Discount” such attractive and

lucrative offers can be given to the consumer.

2. Some external factors are out of control. But as a preparation, necessary steps can be

taken. On the other hand, sudden economic change will not only affect Solio Bangladesh

but also the competitors as well.

3. For avoiding such unusual hamper, a certain amount of inventory can be reserved.

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PART 4:

MARKETING STRATEGY

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4.1 Product

The core product

� Easy to use – The product has been design in such a way, that any user with little

technical knowledge can operate it with ease.

� Eco-friendly energy – Solar energy is totally environmental friendly.

� Convenience – The product is convenient for the user of all ages.

� Reliable – The product is consistence and does not fail the user.

The packaging and labeling

The actual product

� Packaging and labeling: Stylish, colorful, hard cover, user manual, accessories,

warranty card. See image below.

� Branding: colorful, aspect of play, oval shape border, use always prominent Solio logo

written in modern font, catchphrases such as “plug into the sun”

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� Trade name: Solio™, a Better Energy Systems product

� Brand personality: Eco-friendly, easy to use, reliable.

� Brand equity: Solio™ provides a quality, consistent, innovative and accessible solar-

based charging reputation.

The augmented product

� Warranty for 2 years.

� Free service for 6 month

� Customer care service

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4.2 Price

The most important of the 4Ps is the price. Price is the value that would be generated in

exchange of the benefit provided to the consumers. Appropriate pricing would bring revenue.

Therefore, it is very important to co-integrate the pricing strategy with the other strategies &

comply it with our marketing objective.

There are two types of factors that can effect pricing decision. Those are:

a) Internal Factors

b) External Factors

Among major pricing methods SOLIO would set the price based on the cost of purchase.

•Unit Cost = (VC+FC)/Quantity

Where, VC = Variable Cost per Unit

FC= Total Fixed Cost

Then there will be added certain profit with the price. It is also known as Mark-up or profit

pricing.

•Mark-up/ Profit Pricing = {Unit Cost / (1-Desire rate of return)}

The pricing strategy o f So la r i s would be cost based. Here, the main focus would be on

calculating the incurred cost and then selecting an appropriate markup so that the price

generates a profit.

There are different types of pricing strategy exist. For instance;

Premium pricing: Use a high price where there is uniqueness about the product or service. The

approach is used where there is a substantial competitive advantage exists. Such high prices are

charge for luxuries or if the product is totally new in the market.

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Penetration Pricing: The price is charged for the products and service is set artificially low in

order to gain market share.

Economy pricing: This is no frills low price. The cost of marketing and manufacture are kept at

a minimum. Supermarkets often have economy brands for soups, shampoo and so on.

Price skimming: Charge a high price because you have a substantial competitive advantage.

However, the advantage is not sustainable. The high price tends to attract new competitors into

the market and the price inevitable falls due to increased supply or competitors. For example:

Manufacturers of digital watches used a skimming approach in the 1970s. Once other

manufacturers were tempted into the market and the watches were produced at a lower unit

cost, other marketing strategies and pricing approaches are implemented.

In terms of pricing strategy, Solaris has on ly one option according to its objective i.e.

Penetration Pricing. SOLIO will go for Penetration Pricing strategies because of the

competitors are already there in the market (Solar Bangla, Energy Bangla). ANIK charger can

be the potential competitors who usually sell conventional wall charger. Therefore, it will be

wise to keep price low to enter in the market and gain market share as much as possible.

According to the market analysis, other competitors have priced the solar-based device in

between Tk. 1000 to Tk. 1400 with warranty. We have priced our product low to gain the

market as well as get profit. Initially, the price has been fixed at rate of Tk. 600 per unit.

Various steps have taken to cut the cost to make the device low priced. Cost cutting features are

listed below:

1. Using 3rd Generation photovoltaic cell or low-cost photovoltaic cell

2. No LCD display for the base model

3. Batteries, solar panel are build in, cannot be replaced.

4. Main product only comes with white color cover. However, color cover can be bought.

5. Only one charging connector is given as per the user choice. Other charging connectors

need to be purchase separately.

6. USB connector (charge via laptop) needs to be bought separately.

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4.3 Promotion

Our objectives

1. Create strong consumer awareness towards a completely new solar-based mobile phone

charger.

2. Establish wide brand recognition through the capture of market shares in the functional

mobile charger segment of the market.

To create a strong consumer awareness towards our product is one very important promotional

strategy. As we have targeted our consumer to be the person related travelling and tourism then

we have to do direct to sell. Using small outlet or mobile shop near tourist spot or tourism office

can be effective way of distribution.

Advertising

Output Examples

Television All national TV channel.

Radio All national radio media

News paper & Magazines Renowned newspaper and magazines like Prothom-alo,

PC world,

Internet Banners on select websites (CellBazar, Click BD)

Official promotional website: www.solaris.com

Outdoors Billboards and prints in select areas including:

1. Campuses, transportation (bus, metro,

stations)

2. Tourist areas in high seasonal periods

3. Outskirts of key cities in geographical

reach

Personal selling Direct contact with retailers, consumers

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Public relations Stands or special displays and events in schools, malls,

sports events, tourist spot, tourism, sponsorship

activities.

Publicity Conferences, press releases (print and online), concert,

buzz marketing through Internet.

Promotional Mix

� Contests: “Win a lavish mobile phone or laptop”, “Scratch the card and get exciting prizes”,

“Win a trip to Malaysia”.

Arguments: It will increase consumer purchases and encourage consumer involvement with

the product.

� Samples: Initially booth or outlet can placed in various tourist spot, shopping mall, railway

station and universities for sample use of the product. This also can be used as a distribution

channel as well as awareness of the product towards the consumers.

Arguments: It will encourage new product purchases and it represents low risk for consumers

since they get it for free. They have nothing to loose by trying it.

� Point-of-purchase: shopping mall, tourist spot, railway station, and tourism office can be

used for point-of-purchase to reach the consumer of the target market. Arguments: It is also a

mean to increase product trail, purchase and provides a good product visibility.

� Others: In subsequent years, engage in product placement in TV shows or movies.

� Direct-to-sell: Directly selling to the consumer by person will be used.

� Allowances and discounts: Allowance and discount to the retailer and consumer in various

occasions like Eid, New Year, during fair.

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4.4 Place (Distribution Strategy)

Solio ™ Bangladesh is a merchandising company and it will import solar-based mobile charger

from the manufacturer known as Better Energy Systems Ltd. which is situated in London, UK

and distribute it all over Bangladesh with proper customer service.

Depending on the type of product being distributed there are three common distribution

strategies available:

1. Intensive distribution: Used commonly to distribute low priced or impulse purchase products

example: chocolates, soft drinks, FMCG.

2. Exclusive distribution: Involves limiting distribution to a single outlet. The product is usually

highly priced, and requires the intermediary to place much detail in its sell. An example of would

be the sale of vehicles through exclusive dealers.

3. Selective Distribution: A small number of retail outlets are chosen to distribute the product.

Selective distribution is common with products such as computers, televisions household

appliances, where consumers are willing to shop around and where manufacturers want a large

geographical spread.

In case of Solaris, distribution would be selective, according to the constraints of the

introductory stage. It would start off in few places of Bangladesh only, usually in major tourist

center. The places are major cities of Dhaka, Chittagong and Rajshahi. There will be small

outlets in major shopping mall and tourist centre of these regions. However, the number of the

outlets will be very limited initially. The outlets will consist of not only the major product but

with various accessories like colorful covers, protective covers, small carrying bags, various

connectors, and even conventional wall charger from Solaris.

Another distribution channel, e-marketing will be used. Consumer can buy or order product

through our website: www.solio.com. Detailed information about the product, accessories,

locations, user manual and discussion forum will be provided in the websites.

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At the beginning, direct sales will be used to sell the product to the consumer who works outdoor

and travel lots like NGO workers, tourist and people related to tourism. During the direct selling,

various promotional items like caps, umbrella, T-shirts will be given with the product.

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PART 5:

ACTION PROGRAMS

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After all the analysis of different Marketing Tools now Solaris will be focusing on the action

programs for implementing above strategies. For example, this action programs will

develop a very detailed promotions “to do” list. It’s a task list that will describe what will

be done, when it will begin, who will accomplish the task and so on.

Three promotion mixes has been decided to be used in order to promote Solaris in

Bangladesh. The implementation of these programs are described below,

Promotional Mix

1. Advertising

2. Sales Promotion

3. Public Relation

To accomplish these promotional activities these will be break down into specific task. For

instance,

Advertisement

Tasks Time Person

Press Release Prior to the opening Executive of Solaris

TV media

advertisement

After the opening

(Frequent)

Celebrities/

Trustworthiness

Banners, billboards

along the road side

After the opening

(Less- Frequent) Agents

Radio announcement

After the opening(Less

Frequent) Radio Station

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Sales Promotion

Task Time Person

Quality Discount At the beginning Manager

Top rated buyers

pricePer Month/Year Manager

Seasonal Discount After few months

of operation Manager

Public Relation

Task Time Person

Participation in

Social Awareness

programs

At the beginning

(Continuous)Manager

SponsorAt the beginning

(Continuous)Manager

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Controls

The final stage of any marketing planning process is to establish targets (or standards) so that

progress can be monitored. Accordingly, it is important to put both quantities and timescales into

the marketing objectives and into the corresponding strategies.

The most important elements of marketing performance, which are normally tracked, are:

� Sales analysis - investigates the individual elements (individual products, sales territories,

customers and so on) which are failing to meet targets.

� Market share analysis - organizations track market share though it is often an important

metric. Though absolute sales might grow in an expanding market, a firm's share of the

market can decrease which bodes ill for future sales when the market starts to drop.

Where such market share is tracked, there may be a number of aspects which will be

followed:

1. Overall market share

2. Segment share - that in the specific, targeted segment

3. Relative share -in relation to the market leaders

4. Annual fluctuation rate of market share

5. Also the specific market sharing of customers.

� Expense analysis - key ratio to watch in this area is usually the `marketing expense to

sales ratio'; although this may be broken down into other elements (advertising to sales,

sales administration to sales, and so on).

� Financial analysis - There are a number of separate performance figures and key ratios

which need to be tracked:

1. gross contribution < > net profit

2. gross profit < > return on investment

3. net contribution < > profit on sales

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There can be considerable benefit in comparing these figures with those achieved by other

organizations (especially those in the same industry).

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BIBILOGRAPHY

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