MARKETING PLAN

Presented by Group # 5Shreya

Deepti SharmaSaurabh srivastavaHimanshu Yadav

Sumit Agarwal

By

Dwight D. Eisenhower

Plans are Nothing, Planning is Everything.

BLACK CHERRY (BC2012)RECHARGING RURAL

Black Cheery

OUTLINES

Executive SummaryAnalysisSWOT AnalysisObjectivesGame PlanAction PlanBudgetControl

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

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

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.

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

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 customer’s mood.

BUDGET

FINANCIAL

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

CONTROL

• This plan is about implementation, changing the business, and making it better. It is worth nothing if not implemented.

MILESTONES

THANK YOU