Shohag Assignment on Marketing Plan for a New Product

8/10/2019 Shohag Assignment on Marketing Plan for a New Product

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Submitted ToSubmitted By

Saud Ahmad Uttam Golder

Lecturer,Help 01917153936

Department of Finance On

behalf of Group10

Jaannath !ni"er#it$, Dha%a t'ear, 1#t(eme#ter

)*)*+ Finance-

Jaannath !ni"er#it$,

Dha%a

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Group .o /10

Name of The Group Members

(erial .ame oll no

01 2* Jahi2 Ha##an 091/5730& 2* onir Ho##ain 091/51303 !ttam Gol2er 105/&110 +taur ahaman 105/30&05 2* Je4el ana 105&3&

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Letter of ran#mittal

Finance Department

Jagannath University,Dhaka

29thDecember 2010

Saud Ahmad,

Jagannath University

Dhaka

Sub: Submissin ! Assignment

Dear Sir,

"ere is the reprt n #$e% &rduct ! Anik 'agic (attery)A'(*+ prepared based research %e have

tried ur best e!!rt t gather a-- necessary in!rmatin t the cncentrated part ! the reprt

t enrich it .e be-ieve that %ith ur -imited kn%-edge this reprt prvides a cre cncept

abut cnsumer perceptin n gym services

.e tried ur -eve- best t put meticu-us e!!rt !r preparing the reprt Any shrtcmings r !-a%s may arise

as %e are very nvice in this aspect .e %i-- %h-ehearted-y %e-cme any c-ari!icatin and suggestin abut

any vie% and cnceptin disseminated in ur reprt

/urs !aith!u--y

'd Jahid "assan

)n beha-! ! grup 10*

th(atch

Department ! Finance

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Acknowledgement

First ! a-- %e %u-d -ike t be grate!u- t A--ah and my parents and pay my deepest respect t 'r

Saud Ahmed, -ecturer, Department ! Finance, Jagannath University , Dhaka due t her generus and

!riend-y guidance he !acu-ty ! (usiness Studies he-ps us t get the pprtunity t understand sme

minute issues as %e-- as thse issues %hich %e have !ai-ed t understand .e a-s %u-d -ike tthanks thse pep-e !r giving us enrmus he-p that can3t be mentined in this shrt e4tent

1* ecuti"e #ummar$

Anik Magic Battery (AMB) which is the new roduct o! Anik Te"ecom is thehyothetica" start u# $t is a de%ice by which mobi"e hone to be recharged sim"yby ta"king into each other# The techno"ogy turns sound into e"ectricity a""owing amobi"e to be owered u whi"e a con%ersation is in rogress and the greater the%o"ume the greater the charge# The techno"ogy cou"d a"so be used to ower uersona" music "ayers& raising the ossibi"ity o! charging an $od by singing a"oneto your !a%orite songs# The sound that a"ways e'ists in our e%eryday "i!e anden%ironment has been o%er"ooked as a ser%ice which moti%ates us to rea"ie owergeneration by turning sound energy !or seech& music& or noise into e"ectrica" ower#A sound absorbing ad on to %ibrates when sound wa%es hit it& causing the tinyinc o'ide wire to comress and re"ease# This generates e"ectrica" current that canthen be used to charge a battery# $t wi"" be he"!u" !or the triba" and costa" areaseo"e where there is no e"ectricity# $t wi"" create the chance to grow u mobi"eusers# $t cou"d a"so he" so"diers to carry on batteries# owe%er it "ans to enter thedomestic market with its rocurement base& roduction rocess and *ua"ity o!roducts and some rated enough +nancia" resources#

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Table of Contents

.+ 8aeno

-.-/0T$- S0MMA 0

hapter/1 :ntro2uction 05

ationa" o! the study 05

4b5ecti%es o! the reort 06

Scoe o! the study 06

Methodo"ogy o! the study 06

6imitations o! the study 07

hapter & /omany 4%er%iew07

Product and ser%ices 0;

hapter 3Marketing P"an

09

Sa"es 7orecast 10

Break -%en Point 11

hapter S84T Ana"ysis 1&

Marketing Mi' 13

'arketing 5mmunicatin 1

5nc-usin 16

Bib"iograhy 16

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Introduction

$% a day in the cmpetitive %r-d practica- e4perience is must 7t is pssib-e t gather theretica- kn%-edge

by passing thrugh bk but it is insu!!icient t ac8uire practica- e4perience

7n rder t cmp-ete the ((A prgram %e have t cmp-ete a curse ca--ed princip-es ! 'arketing 7n

cmp-eting the curse ur curse instructr gives us an assignment n $e% &rduct

(y preparing the reprt %e %i-- be ab-e t gather kn%-edge abut the di!!erent types ! &rduct

atina-e ! the Study

As our course teacher has gi%en to reare this assignment& we ha%e

tried our "e%e" best to reare it#

To know about how to make a new "an !or a new roduct#

To know the re!erence !or the goods o! the customer#

To comare the new roduct with the e'isting roduct#

To increase our ro!essiona"ism in 5ob sector#

bective ! the eprt

&rimary bectives

8- ha%e done this reaches because our course teachers ga%e this toic as ourassignment# The rimary ob5ecti%e o! this reort is that# As he decided us to make thisassignment& we ha%e tried our best to make it re"e%ant# 8e ha%e tried our best toreare this assignment er!ect"y and correct"y# $! our course teacher satis+ed& ourrimary ob5ecti%e wi"" be success!u"

Secndary bective

Ana"ying how to start new roduct

At the same time gathering the ractica" e'eriences#

Present situation about the market

To know the roduct strategies that the organiation a""ows to a"y

To ana"ysis *ua"ity o! the roduct

:ather ractica" know"edge about ;ew Product#

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achieve a steady increase in the market psitin by market penetratin pricingTo %in a

-arge market share

The ob5ecti%es o! this assignment are to know how to start a new

roduct and how to cature the market shares#

The im"ication o! ,

s o! marketing#

8e a"so "earned about S8AT ana"ysis o! new

roduct#

To maintain psitive ; strng gr%th

Scpe ! the Study

There was huge scoe to work in the arena o! the reort# /onsidering the dead"ine& the scoe and e'osure o! the aer has been wide=ranging# The study&>Marketing a new roduct? has co%ered o%era"" rocedures o! "aunching a newroduct# By rearing this reort it becomes more understandab"e about therea" condition o! the cororate situation o! our country#

'ethd-gy

'ethd-gy is the prcess r purpse ! c--ecting data and in!rmatin, %hich are re8uired in

cnnecting %ith !indings t-s !r best pssib-e utcme

here are varius appraches t c--ect data !r the reprt (ut %e shu-d care!u--y se-ect the %ay accrding

t nature ! the reprt .e have designed the study care!u--y p-anned t yie-d resu-t that are bective as

pssib-e he main -kut the reprt is t discver cnsumer behavir t%ard Anik3s ne% prduct 7n this

sectin, %e %u-d -ike t emphasis n survey prcess that %e have cnduct %hi-e %e %ere preparing the

reprt his prcess cnsists ! the !--%ing steps


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Time "imitation The time "imitation is one o! the "imitations o! this reort# 8e ha%eto/om"ete this reort within %ery short time#

6ack o! !aci"ities ro%ided by the management At the time o! data co""ection weha%e !aced

Se%era" rob"ems due to "ack o! !aci"ities by the management#

6ack o! interest At the time o! data co""ection it has been obser%ed that most o!the articiants o! the inter%iew did not ay attention in answering the *uestion#

6ack o! in!ormation The /omany is wor"d renowned comany# But our reort wason"y in

Chaka biased# So& the reort-acks in!rmatin

Chapter two

Company overview

Anik e-ecmSupplys our products to the Government & Non Government Organization Like BangladeshGovernment Organization, Bangladesh Telegraph & Telephone Board, Police, rmy, Navy, !ellular Operators,"nstallation !ompanies & NGO#s$Our !lients are very much %appy to ork ith us 'ecause e have (edicated O))ice Sta)) ho provide our!ustomers a very good service$

/omany Pro+"e

ompan$ .ame< Anik Te"ecom

ountr$=erritor$< Bang"adesh

)u#ine## $pe< 4thers

ei#tration Date< 2DD@D9@22 (ear@Month@Cate)

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)u$er = (eller in&1e$4or2Mobi"e Phone Accessories& Te"ecommunication& -nergySa%ings 6am& Batteryt& /harger

Our Head Office Situated in Maghbazar & Branch Office are in

(haka*+stern Plaza

!hittagong* nik Telecom

hulna -nik Telecom

o) Our on People operate those O))ice & e have resellers our products all over the !ountry$.e have .ork Shop/Service center o) our On$

The 0ain .orkshop is in 0agh'azar & %ave Branches on our Branch O))ices$

.e have 1actory here e manu)acture the 2G" ntenna & %ave a %uge !apacity o) arehouse in uin

0agh'azar$

Products and services

Adapter

(attery

5harger

5ver

Antenna

rave- 5harger

rave- rans!rmer

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Chapter three: New roduct

'arketing &-an ! Anik 'agic (attery )A'(*

1. Introduction:

Anik e-ecm is a ne% and starting up cmpany %hich !rms n Apri- in 2010 in Dhaka 7ts bectives are t

prvide %r-d c-ass te-ecmmunicatins t-shis cmpany is preparing t -aunchAnik magic battery )A'(*%hich is 8uite ne% andgd prduct !r a-- types ! mbi-e Using this battery pep-e %i-- !ee- cm!rtab-e &ep-e

spend thusands ! mney !r buying di!!erent brands battery t make their mbi-e sa!e and ma4imum use ! it As

thing get better %ith time, pep-e %i-- mve n !rm the gd(attery

2. Market Segmentations:

!"#Geographic:

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Anik 'agic (atteryhas n speci!ic gegraphic target area in(ang-adesh but %e pre!er bth urban area and rura-area 7t%u-d be very suitab-e accrding t ur %eather cnditin andc-imate &ep-e can use this 'agic (attery in

a-- area ! ur cuntry

!"! $emographic:=

&ep-e ! a-- c-asses ! pep-e may use it 'ea-, !ema-e and yung pep-e can be ab-e t use it = &ep-e %h are

educated are mar cncerning custmer &ep-e %h are inv-ved in earning and -ead a prsperus -i!e a-s urcncerning custmer

!"%&ehavior 'actor:=

/ung pep-e %i-- pre!er ur prduct mst his battery is a-s sty-ist -d as %e-- as matured pep-e %i-- a-s -ikeit because it is durab-e

!"( sychographic:A!ter a-- %e divided the market int grup based n custmer kn%-edge,

attitude, use r respnse t a prduct

Anik Magic Battery is a new and uncommon roduct and its segmentation isdiGerent toother ordinary mobi"e battery# $ts segmentation bases on=

:ender (men H women)Socia" c"ass (0er& midd"e and "ower)Censity (urban area and city area)Attitude toward roduct (ositi%e& adatab"e with new things#) and generation(young)

4ur market segment is *uite measurab"ebecause our main target customer is 19I


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9#Ob?ecti"e# $t is a"so an imortant matter to set u ob5ecti%es o! a newroduct to sustain in the market in a "ong run#

+ Achie%e sa"es o! 9DD& 9D and 1DDD in the +rst& second and third yearresecti%e"y (e!er Tab"e A1)

(ale# foreca#t

Tab"e A1

ear Sa"es (unit) Taka (mi""ion)2D11 9DD 19D2D12 9D 2292D13 1DDD 3DD

+##umptionA;$? brand in !ew ma5or towno! Sy"het& /hittogong& a5shahi& hu"na& Barisha"& and angur& at se"ect out"etsthrough authoried dea"er#

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Promotion

The basic romotiona" route wi"" be oint o! urchase materia"& a"tercati%edang"ers# P"aced near check out counter and sam"e trai"# This wi"" be done on"y!or the branded roducts# 7or the institutiona" markets the ma5or trust wi"" be

eKcient su"y dea"er management& week"y %isit to head*uarter and ma5orout"ets by senior ersonne" /ontinues !eedback and mu"ti"e contacts withdistributor#

Add is given n:

>

$>

A$

(>

Desh >

(ang-a>isin

adi

$e%spaper, 'aga?ine

&rmtes thrugh banners, p-acards and !estns

Marketing communication By integrating a"" messages in a"" media&

we wi"" rein!orce the brand name& and the main oints o! roduct&

esecia""y our e'c"usi%e !eature#

Marketing communication

8e wi"" take some romotiona" acti%ities= +rst o! a"" we wi"" gi%e ads on T channe"sN it is the

most interesting recreationa" media o! our country# 8e wi"" ho"d dramatic ad%ertisement on%arious sate""ite channe"s "ike

;T& T& -T& BT& AT;& etc# make attraction to the eo"e# 8e wi"" sonsor ou"ar

drama& cinema to make awareness o! the consumer# Second"y we wi"" add the %arious

ou"ar dai"y newsaers "ike >P4T4M A64?>O0:A;TA? >T- CA$6 STA? etc#Because

most o! educated and urban eo"e read this news aers# Third"y we wou"d "ike to choice

7M radio& which is growing ou"ar recreationa" media in our country#$n the sma"" eriod o!

time there comes some radio channe" "ike >AC$4 T4CA? >AB/ AC$4? AC$4 744T$? etc#

8e wi"" ho"d 5ing"e tyes o! ad%ertisement in the radio channe"s# oung generation is the

most %ita" customer o! our roduct and the hear 7M radio in their "eisure time# 8e wi"" a"so

add in eriodica" "ike diGerent tyes o! magaines# 8e wi""sonsor diGerent e%ents and gi%e

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wa"" and bi"" board ad%ertisement inthe imortant "aces to draw attention o! the eo"e# As

a oinion "eader we wi"" use some reuted "ayer and a re!erence grou we can use our

Bang"adesh cricket team# 7ina""y we wi"" ho"d customer dri%en camaign in most o! towns#

Such as

Cistribution o! sam"es

Ciscount o! couons to customers in the retai" stores

Prie through rae draws

7ree tria"s o! new customers

Ciscount couon wi"" ser%e as marketing strategy to de%e"o simi"ar "oya"ty scheme in order

to indenti!y and stimu"ate brand awareness#$n the Bang"adesh market#

e%iew and / ontro"

AMB wi"" ha%e sim"e& decision !riend"y week"y& month"y& *uarter"y& ha"! year"yand year"y reort !ocusing on I

e%enue and unit sa"es

-'enses

/ustomer !eedback

Market "og (se"! and cometiti%e ma5or acti%ities)

onclu#ion

As Anik 'agic (attery is a ne% prduct in ur cuntry, s it has sme -acking such as n ppu-ar

brand name, pep-e are nt accustmed %ith such kind ! prduct etc but %e hpe %e can easi-y

vercme these -acking in ur nearest !uture by prviding better 8ua-ity and creating strng brand

-ya-ty amng the custmer .e be-ieve that ur pep-e %i-- pre!er the Anik 'agic (attery then

traditina- 'bi-e (attery a!ter cmparing the prduct bene!its "pe!u--y in near!uture ur pep-e %i-- get rid ! that -d 'bi-e (attery and get yurse-! Anki 'agic (attery

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)iblioraph$

CiGerent web addressQ##

Princi"es o! marketing I Phi"i kot"er H :ary ArmstrongQQ

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Shohag Assignment on Marketing Plan for a New Product

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