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BY:-
✔ Executive Summary RANA FAHAD 08
-Results Multan
With the help of this research our company would get some valuable
information, which we required at this pre launch stage so we can analyze
the information.
There are some other topics such as weakness, opportunity, threats &
marketing mix some strategies which our company has to follow for
capturing the market are also given in this report
ABOUT OUR PRODUCT “SOLIO” A solar charger
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 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.
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.
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.
Marketing Research Proposal
DECISION ALTERNATIVE:-
In decision alternatives all those source comes which helps us in
reaching to a right conclusion for a given particular problem.
Research objectives
The objective of this research study are given below
➢ To understand the consumer segment
➢ To analyze the mobile phone market
➢ To understand the market size for our product
➢ To forecast the future of our product
Information needed:-
In this research we require different type of information from the different
sources as we know that our product is the first product in its market so we
need to collect more specific information. The success & failure of any
product in its market does depend upon the information which the
researcher collects while preparing the research report.
Mobile phone market:- in the initial stages we should collect the
information from the appropriate market such as size of the market in terms
of rupees, number of mobiles per year sold, revenue generated per year.
Consumer segment:- consumer segment comprises the appropriate
customer for our product or we can say prospect. This is one of the
important objectives of our research because the information which we
collect about segment helps us in understanding & identifying our
customers.
Benefits of this research to our clients:-
Research is one of the ways to understand & evaluate the market by
collecting the primary & secondary information as we all know the some
where research helps to our client means they are the one who gets the
benefit from this type of research. When research is completed then
company gets valuable information about the product & this information can
be either positive influence or negative influence. Its up to company that
how it changes the negative influence by adding some more features to the
same product or fulfilling the gap which required after analyzing the market
& convert it into the positive influence.
Client is the one for whom company wants to provide the maximum
satisfaction always try to provide more than his/her perceived satisfaction &
research is the way through which company can understand the customer in
better way.
Results:-
• The users of cell phones are facing problem for charging their phones
due to high electricity shortage in Pakistan.
• They are willing to solve this problem because they are feeling very
difficulties to run their day to day operations because cell has become
necessity in today life.
• About 90% of the people surveyed said that they will accept the solar
charger because it has many advantages, e.g., time saving, low cost
and even save energy in it when no sunlight present.
• The price of the charger is also reasonable for the consumer and they
are willing to pay that price.
CASE STUDY
I have collected the data through questionnaire, experiment & simulation fro my
new product SOLIO and the results are given below.
SURVEY METHOD
Name: ………………………………………………………………………………..
Date:…………….....
Address:
……………………………………………………………………………………………………
…………………
City:
……………………………………………………………………………………………………
……………………….
Age:…………… Telephone
…………………………………………….
Occupation:………………………… Email
…………………………………………………….
• Yes
• No
• For Entertainment
• For Business
• For Communication
3. While purchasing cell phone, which feature does you like most?
• Talk time
• Storage memory
4. What is the battery timing of your cell phone?
• 1 day
• 2 day
• 3 days
6. Do you feel problem while charging your cell phone during load shedding?
• Yes
• No
• Yes
• No
8. if a new technology is given to you, which can charge your cell phone,
even if there is no electricity, will you accept it?
• Yes
• No
• 1000 to 1500
• 1500 to 2000
• 2000 to 2500
Results
Q# 1: Q# 2
our
According to survey, almost 100%
Entertainment, business
& communication respectively
Q#3 Q#4
Q#5 Q#6
About 37% after 0ne day, and the rest charge after two days.
Q#7 Q#8
The 98% of the persons, who feel problem,
Q#9
When the people were asked that how much they can pay for this new technology, the
following result appeared.
• 500-1000 8%
• 1000-1500 64%
• 1500-2000 15%
• 2000-2500 13%
Conclusion
We have concluded the following points after our research,
• The users of cell phones are facing problem for charging their phones
due to high electricity shortage in Pakistan.
• They are willing to solve this problem because they are feeling very
difficulties to run their day to day operations because cell has become
necessity in today life.
• About 90% of the people surveyed said that they will accept the solar
mobile charger because it has many advantages, e.g., time saving,
low cost and even save energy in it when no sunlight present.
• The price of the charger is also reasonable for the consumer and they
are willing to pay that price.
The idea is a innovation in the market and will have high growth rate
and will get high market share very soon.
The
Final
R
eport
MARKET RESEARCH
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.
The Marketing Environment
Marketing environment consists of the actors and forces outside marketing
that affect marketing management’s ability to build and maintain successful
relationships with target customers. The marketing environment offers both
opportunities and threats. The environment continues to change rapidly. The
marketing environment is made up of Micro-environment and Macro-
environment.
The Micro environment consists of the actors close to the company that
affect its ability to serve its customers. These actors are: the company,
suppliers, marketing intermediaries, customer markets, competitors and
publics.
The Macro environment consists of the larger societal forces that affect
the microenvironment. These forces are: demographic, economic, natural,
technological, political and cultural forces.
Micro environment
1. Customers
Customers are the king in the marketing. Every activity should be done in
order to satisfy customer needs and wants. Customers are the major
components of the micro environment of marketing. Customers include
consumer market, business market, reseller market, government market
and international market. Marketing management should formulate and
implement the plans and policies as per customer's needs and wants.
2. Suppliers
Suppliers are also one of the important components of micro environment of
marketing. They are an important link in the firm's overall customer value
delivery system. They provide the resources needed to the firm. The firm's
suppliers include raw material supplier, machine supplier, human resource
supplier, technology supplier, capital supplier etc. They play an important
role to get success in marketing. Marketing management must watch supply
availability their facilities and price trends.
3. Intermediaries
Marketing intermediaries are also a major components of the micro
environment of marketing. They help the firm to promote, sell and distribute
its goods and services to the customers. Resellers, physical distribution
firms, marketing services agencies, financial intermediaries, etc. are the
example of marketing intermediaries. Marketing management should take
care while choosing marketing intermediaries.
4. Competitors
A competitor is one who sells a product or service in the same market at
similar prices. They are also major components of micro environment of
marketing. This is the age of tuff competition. So marketing management
must carefully identify and analyze its currents and potential competitors. It
must try to do better than other competitors or to win over some of its
customers. It must gain strategic advantage by positioning their offering
strongly against competitors offering in the minds of consumers.
5. Publics
The micro environment of marketing also includes various publics. A public
may be any group of persons that has an actual or potential interest in or
impact on the firm's ability to achieve its objectives. Publics include financial
publics, government publics, local government, media publics, general
publics, citizen-action publics, internal publics, etc. Marketing management
should maintain the good relationship with them.
Macro environment
Macro environment
THE DEMOGRAPHIC ENVIRONMENT
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 costumers are given below
Demographic
Age – All age group
Gender – Male, Female
Income – All income groups
Occupation – Every sector
Religion – Irrespective of religion
Geographic
World region – Asia
Country – Pakistan
Cities – Reach out maximum places
Psychographic
Social class – All class of people
Lifestyles – Urban, rural, and even far villages
Behavioral
Benefits – Quality
Loyalty status – Strong
THE ECONOMICAL ENVIRONMENT
The people are facing a shortage of electricity and it has become a crisis to
every citizen of Pakistan. This is evidence as the price of electricity is
increasing and the probability of the price of a barrel to increase at any day
is very high. Therefore, this product will help customers to save money
because it consumes no electricity. On the other hand, customers will be
able to satisfy with this kind of product because it is not too expensive and
everybody has the privilege to afford one. This product will satisfy the
superior value of all different customers since it has a very good design to
solve electricity shortage, less expensive, and can be affordable to anyone.
SWOT ANALYSIS
Strengths
• 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
• High efficiency
Charging 60 minutes, the charger could transfer the energy from the
build 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.
• Convenience to use
Weaknesses
• Can be damaged to water
• Difficult to charge during winter season
Opportunities
• No competitor
• Can get high market share very soon
• Energy efficient
• Having built in battery which store energy
• Available in different colors
Threats
MARKETING MIX
A Marketing mix is the division of groups to make a particular product by
pricing, product, branding, place, and quality. Although some Day one
marketer have added other P's, such as personnel, packaging and physical
evidence, the fundamentals of marketing typically identifies the four P's of
the marketing mix as referring to:
Price – The price is the amount a customer pays for the product. It is
determined by a number of factors including market share, competition,
material costs, product identity and the customer's perceived value of the
product. The business may increase or decrease the price of product if
other stores have the same product.
What is a Product?
1. Core Benefit: This addresses the question “What the buyer is really
buying?”. At this level, marketers must define the core: problem-solving
benefits or services that consumer seeks.
2. Actual Product: At this level, the core benefits must be turned into
actual products. Product planners need to develop product and service
features, design, quality level, brand name and packaging.
PRODUCT ATTRIBUTES
PAKAGING OF SOLIO
The packaging of SOLIO is very attractive and safe. It has very beautiful
design. There is also a pouch in the box, which is for the solar charger, it will
make charger safer.
Branding strategy:
a brand is a name, term, sign, symbol, or design, or a combination of these
intended to identify the goods & services of one seller or group of sellers and
to differentiate them from competitors.
Name
Consumer
Producer
This is also called direct marketing.
For direct marketing we will use the strategy of network marketing
and we will adopt the intensive distribution for our product.
PRICE
The amount of money charged for a product or service, or the sum of the values
that consumers exchange for the benefits of having or using the product or service.
Pricing strategies
For our product SOLIO, we will use the market skimming pricing
strategy, because the product is new in the market and no competitor is
available in the market.
The price will be 1199,
REVENEUE MODEL
Sale 1199
Less CGS 400
---------
GROSS ROFIT 799
LESS EXPENSES
TRANPORTATION 50
FREIGHT 250
CARRIAGE 100
Custom duty 20
420
---------
Net profit 379
PROMOTION
Main role of promotion is to find out the potential or intended customers. Promotion has
three main objectives
• To inform
• Persuasion
• To remind
Promotion methods
PERSONAL SELLING
Personal Selling largely takes place at the Dealers’ End. The way the
customer is attended depends mainly on the Dealer as he acts as an
interface between the company and the Consumer. The various cases in
which Personal Selling takes place is Individual Sales, Corporate Sales,
Sales Presentations, Fair and trade Shows. Mostly in case of Individual
Sales the Customer goes to the showroom and takes a look at the
product. There he is attended to by the Sales Personnel of the Dealership.
Sometimes the Senior Sales Executive has to make Sales Presentation to
Corporate Buyers. Personal Selling is also practiced at Trade Fairs and
Auto Shows wherein the Company appointed Sales Personnel attends
prospective customers and also book their orders.
DIRECT MARKETING
• In the case of Direct Marketing the Company Officials directly contact
the Prospective buyers with the information available through various
sources. For example in case of Road Shows, Trade Fairs, Auto shows
etc. Sometimes the existing customers also provide references of
prospective buyers such as their friends or relatives.
• Media Strategy
*Dramatic and high impact launch
* High visibility
* Push brand image even by the media vehicle
• Mass Media
‘While the media targets would be achieved through the right selection
of the media mix, the SOLIO, media posture was to ensure that
SOLIO was present on the decided media but ‘with a difference.’
SOLIO would use media innovations to create differentiation on the
traditional media and do things in a ‘bigger and better’ manner.
Television advertisements
Advertisements to promote and market our product are shown on leading television channels.
Major music and sports channels promote and they reach out to the youth will be promoted
through GEO, PTV, ATV, ETC.
Radio
Radio is the medium with the widest coverage. Studies have recently shown high levels of
exposure to radio broadcasting both within urban and rural areas, whether or not listeners
actually own a set. Many people listen to other people's radios or hear them in public places. So
radio announcements are made and advertisements are announced on the radio about the product
features and price, qualities, etc.
Print Ads
Daily advertisements in leading newspapers and magazines are used to promote the product.
Leaflets at the initial stage are distributed at railway stations, malls, college areas and various
other locations.
Workshops and Seminars
Workshops and seminars are held in colleges and big corporate to make people aware about the
companies past performance and product features, its affordability and usage, vast distribution
network.
CONCLUSION
We made following conclusion on the basis of our research, i.e,
Bibliography/Webliography
REFERRED BOOK
WEBSITES
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