MARKETING PLAN MM ASSIGNMENT

ANALYSIS
FOR NEW PRODUCT LAUNCH
(Solar Rechargeable LED Light with Mobile Charger)

Submitted By: Section 6 Group AH2

Avisek Sarkar 14S612
Mahalasa Kini 14S623
Prakhar Agarval 14S632
Soumya P 14S648
Vinay Adithy 14S652

Contents:
Topics

Page no

Executive Summary

Company and Product Description

Company SWOT analysis

Competitor analysis

Segmentation

Perceptual map

Porters Five Forces

Marketing And Financial goals

Sales and financial forecast

Distribution channel adopted

Marketing strategy Summary

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Executive Summary:
The objective was to find the market potential and to make a plan for selling GLISTEN. The assignment included
to find the major competitors and other local players from the similar industry by doing the detailed analysis of
firms. It also includes the

The Stages in planning:

The first stage was to do a detailed analysis of customers that may be potential buyers of our product
divide them and their needs in different segments. Analyze the awareness about the technology and
benefits of using Glisten.

The second stage was to identify the competitors and market leaders who are selling similar products or
have any future plans to do so.

The third stage was to gather the information about the awareness levels, spending levels and few more
attributes that could benefit in finalizing the target segment of the product.

The final stage was to estimate the financial implications and marketing strategies for the launch and
growth of the product.

Company and Product Description:

MobiLight- A consumer electrical and electronic company that is planning to enter into solar powered and
chargeable products. Its new product GLISTEN is a solar chargeable LED light with mobile charger that is
targeted mostly at middle and upper middle income group of tier 2 cities and hikers and adventurers.
PARAMETERS

SOLAR LED LAMP WITH MOBILE CHARGER

WARRANTY

2 Year warranty

No. Of LEDs

60

Battery rated voltage

5V

Battery capacity

1400

Weight(in gram)

200

Backup

16-18hours of uninterrupted backup.

Charging time

4 hours
3

Solar Compatibility

YES

Clock

Digital clock

Lamp life

45,000 hours

Portable

Yes

Charger Consumption

2.5W

Price

Rs. 1800/-

SWOT and TOWS Analysis :

Strengths:

SWOT

-First mover advantage

-New to the industry;

-Portability and better utility

-Still to attain low economies;

-Reasonable cost

-Low brand image;

S/O Strategy

Opportunities:
-Large potential market
-Few existing players
-Random power cuts

-Establishing better distribution

channels
-Targetting increased sales

S/T Strategy
Threats:
-Emergency lights competitors
-Improvement in power transmission by
government.

Weakness:

-Re-price

W/O Strategy:
-Aggressive Promotions
-Spread Consumer Awareness
-Build a steady customer base

W/T Strategy

-Spread awareness on benefits

-Gain customer confidence by

stringent QC methods

-Position the product as an

energy saver

-Reposition the product as a

complement to regular lighting

Competitor Analysis:

Products
Glisten

Features

Tiny deal

1400 mah

Battery Capacity

1200 mah
5

3.7

200

45

222

60

30

No. of LEDs
>10000

LED life (In hours)

>6000
1800

Price (in Rs.)

800 mah

Battery Rated Voltage(in volts)

Product Weight(in Gram)

A solar

>12000
1813

2350

Segmentation:

Customer

Needs

Behavior

Segment
Villagers

Good brightness

Price sensitive.

Long battery life

Prefer product having less

features and high quality.

Adventurers

Good quality

Slightly price insensitive.

Portable.
Tier 2 cities(Upper

They want to use

Very much aware and ready

middle and middle

this product both as

to give any price they feel

income people )

charging bank and

the product worth.

torch. so product
need to be compact.
Hostel Students

Lots of travel

Study at odd timings

Sharing rooms

Portable torch during travel

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Adventurers-

Adventurers need high brightness LED light. This product will be very useful for them as they will also need to
charge their mobile phone during adventure trip. Therefore they want this device with long battery life. We made
this product portable and handy as they will have to hold Glisten in their hand.
Adventurers are slightly price insensitive they need high quality product with the entire required features for
adventure trips.
Tier 2 people (upper middle and middle class)-

Tier 2 cities do not face power cut problem frequently. They want to use this product both as charging bank and
emergency LED light. These people are very much aware about all the available products in the market. They
generally make purchasing decision after comparing prices and different features of any product. Glisten is handy,
portable and affordable and hence fulfilling all the requirement of the targeted customers of Tier 2 cities.
Perceptual map:
As supported by the perceptual map, our product maintains point of parity in terms of cost efficiency to meet the
requirements of our target segments, mainly households of tier II and tier III cities who face frequent power cuts.
These customers have the need for an emergency power backup but also look for economy and cost efficiency.
But the primary point of difference is its portability which appeals to a premium segment of adventurers, hikers
and off beat holiday goes. These customers use premium mobile phones which require frequent charging but
while travelling through inaccessible cannot get power grid coverage. The portability is highly regarded by this
segment as evident from the map. The cost efficient perception is low of this segment due to the unavailability of
any product at those coordinates.
Geographical Positioning: The product is to be positioned in the Tier II and Tier III cities of northern Karnataka,
Andhra Pradesh, Northern Telangana, Orissa and Bihar. This region is targeted mainly because, there are not
many players in these high potential markets. These markets can be considered as high potential because, the nonurban areas of these states face rampant power problems, and there is still backwardness among the people in
terms of awareness.

Legends
Market Segments

Adventurers

Semi Urban Rural population

Products (Own + Competitors)

Solar LED lamp- Mobile charger

Battery powered emergency light

Power banks mobile chargers

Competitor product

Positioning

Reliability,

Cost efficient

Portability

Utility

Porters Five Forces Analysis:

Threat of new Entrants: Companies like thePhillips, Eveready, Bajaj, Jindal Industries, KavitaSolar, EASY
SOLAR, Solar Universe and other companies may pose a threat to our brand. New entrants who are not into the
combination of Light and chargers in portable Solar lights, may take up the semi-urban and rural areas of the
market if they enter the market. Players like Phillips, Eveready, Bajaj, Jindal have a good brand name and they
have developed economy and quality advantage; their entry into this market may prove dangerous. Through the
years, these players have achieved better economies in production of Emergency solar lights and chargers.
Competitors: Many compitetors like multinational brands like d.light(Gurgaon), Glownite(NCR), Ecozen (WB,
Maharashtra) who are established in the markets may try to expand their offerings to other locations their offering
price and hence pose a threat to our market. Most of the products in similar category are priced between Rs1500
to 2500/-.

Suppliers: Although the Solar light market is not much price sensitive, there is always a threat of increasing costs
through the suppliers of Solar cells mainly. Since there are many suppliers available for batteries, there may not
be much bargaining by the suppliers in this front. But, the Solar cells and LED parts suppliers may pose a threat.
It is hence better to diversify in this regard: having more suppliers across locations, and encouraging the smaller
suppliers by reduced credit period or less negotiations in costs.
Substitutes: Substitutes to a Solar powered lights may be the improved availability of power with fewer load
shedding in semi-urban areas. This required a change in marketing strategy by promoting the lights as energy
savers rather than substitutes for regular power lighting.
Also, the electric powered emergency lights are other potential substitution threat due to their lower cost and
variety of brands available. In the adventure sport segment, the hand charged torches could be a threat, but does
not seem to be a major threat since the utilities differ.
Customers: Convincing customers to spend a higher amount for a better product is a challenge. Customer may
go back to the substitutes like emergency lights any day. He/She may decide on reducing the initial investment in
case of a solar product. This requires spreading consumer awareness about the longterm benefits and durability of
the product. Since there are not many producers of Solar products in this category in our target areas, the
customer(in any segment) may not have much bargaining power in terms of price.
This analysis is done to come up with the strengths and weakness of the companies so that strategies can be
identified for proper promotions and campaigns.

Marketing and Financial Goals:

Setting up of a head office, distribution channel and sales force, marketing and promotional activities for the year.
Creating awareness among the target segments, highlighting the importance of solar powered portable light
during travel and adventure camps. An exciting model for interacting with the travel enthusiasts for regular up
gradation of the product

Sales and Financial Forecast analysis:

Distribution:

rgudhviudhrvilug
Mobilight
factories

Mobilight Sales branch

Retailers

Consumer
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[2-Level Distribution Channel]

We are using 2-level channel for pushing our product in the targeted market. This channel is selected by keeping
in mind the requirements of targeted customers. For adventurers we got tie ups with sports stores and the stores
which sales products for adventure trips. Tier-2 people and villagers can get this product from retailers. These
levels are made to ensure sufficient availability of our product in the stores. We are also having mobile kiosks to
reach all other potential customers.s

Summary of Companys marketing strategy:

With the above marketing goals in view, the following strategy is suggested:
Promotional activities being the drivers of growth of the company, we propose customer involvement as
the priority. Meetings with the dealers at hotels to discuss sales figures.
Give importance in voicing their concerns to understand the market . Customer feedback initiatives, which
can in turn lead to new customer acquisition.
The distributors have to be in constant contact with the suppliers and the sales personnel. They will
have to negotiate for higher volumes and higher incentives in the process. This will lead to more customer
interaction and higher sales. The company will have to play hard on its USP of high portability and less
price appeal and promote it as an affordable product Providing varieties and customized products in
future will lead to a significant leap in the market share and will negate the threat of competitors.

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