MARKETING PLAN

Presented by Group # 5
Shreya Deepti Sharma Saurabh srivastava Himanshu Yadav Sumit Agarwal

By Dwight D. Eisenhower

BLACK CHERRY (BC2012)

RECHARGING RURAL

OUTLINES
Executive Summary Analysis SWOT Analysis Objectives Game Plan Action Plan Budget Control

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
StrengthsInnovative Product Value Pricing

WeaknessesLack of brand awareness Heavier and thicker than most common models ThreatsDownward pricing pressure Competition

OpportunitiesCost-efficient Technology Monopoly of technology

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.

Advertising strategy

Electronic Media

Combines sight, sound, & motion; appealing to the senses; high attention & high reach. High geographic & demographic selectivity; credibility & prestige; high quality reproduction; long life; good pass-along readership. Flexibility; high repeat exposure; low cost; low competition.

Print Media

Outdoor

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 customers mood.

BUDGET

FINANCIAL

MARKETING
EXPENDITURE SALERIES ADVERTISING SALES PROMOTION TRADE FARE GENERAL EXPENSES TRAVEL MISCELLANEOUS TOTAL SALES AND MARKET EXPENDITURE FOR ONE YEAR 10,00,000 30,00,000 19,50,000 19,50,000 3,00,000 12,00,000 16,00,000 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