Report

On

Marketing plan of Electronic

ACKNOWLEDGEMENT
First of all we would like to say my especial thanks to Allah and pay my deep respect Ms. Jannatul Mawa Nupur, Lecturer in Marketing Management, Department of Business

Administration, Northern University Bangladesh, due to her generous and friendly guidance. We are also grateful to her for helping us to understand some minute issues as well as those issues which we have failed to understand One of the most pleasant parts of submitting a project is the opportunity to thank those who have contributed to it. Unfortunately the list of expression of thanks no matter how extensive is always incomplete and inadequate. These acknowledgements are no exception. Thanks must go to employee of our library and computer lab those who assist to make the report both possible and successful under the product.

Executive Summary
Electronic dress is very essential product in our Bangladesh. The company wants to launch a new type of electronic with new dress the market. It is totally different from other dress. It is a high quality dress.

After analyzing the market demand I have seen that there is a demand in the market for this kind of product. And after SWOT analysis I have seen that the company has a great opportunity to enter in this business. Otherwise, there are a few risk involved this business. The product will be a very new product and there is chance of rejection by the market. The competition will also high. And if we succeed any large company can easily enter this market. Considering all the possible threats I can suggest the company that it will be profitable to enter this business because there are some positive sides of the product and the company is also strong as a leading company. After estimating the cost and sales I can say that it will be profitable. So the higher authority should consider this marketing plan. Marketing mix is the set of controllable tactical marketing tools product, price, place and promotion that the firm blends to produce the response it wants in the target market.

Table of contents Chapter No Chapter -One 1.1 1.1 1.3 1.4 1,5 Chapter -Two 2.1 2.2 Chapter title Acknowledgement Executive Summary Introduction Introduction Background of the report Objective of the report Methodology Limitation of the report Profile of the Organization Situation Analysis Market Summary Page

1 1 1 1 1

2 2

2.4.1 2.4.2 Chapter -Three 3.0 3.1 3.2 3.3 3.4 Chapter -Four 4.0 4.1 4.1.1 4.1.2 4.1.3 4.1.4 Chapter -Five 5.1 5.1.1 5.1.2 5.1.3 5.1.4 5.1.5 Chapter- Six 6.1 6.2

Market Demographics Market Growth Situation Analysis Marketing Strategy Mission Marketing objective Target Of market Positioning strategy Marketing mix Analysis of electronic dress product Product features Product price Brand name Channels Findings & Analysis Swot analysis Of electronic dres Strengths Weakness Opportunity Threats Question Conclusion & Recommendation Conclusion Recommendation References

3 3 5 5 5 6 6 8 9 9 10 11 12 14 15 16 16 17 17

19 20 21

Chapter 1
Introduction

1.1 Introduction
This is a report on marketing plan of electronic dress requirement of BBA subject of marketing management. Dress is very essential product in our daily life .electronic dress is different product for human bing. We want to make marketing plan of ELECTRONIC DRESS for new demand.

1.2. Background of the report:

This report originates to fulfill the requirement of studying the principle of Marketing, which is the course of BBA Program of Northern University Bangladesh. The topic of the report is Marketing Plan of Electronic dress.

1.3. Objective of the report:

The purpose of the report is to develop our skills in marketing activities, to elaborate our thinking as well as Marketing plan. The main purpose of the report is to find what strategies the company uses to market its world famous dress, electronic dress in Bangladesh; the positive and negative aspects of those strategies. The report discusses the process of using market segmentation, target marketing, the product, pricing, promotional and distribution strategies and a competitive analysis.

1.4 Methodology:
Many of the data are collected from the source of internet and related books.

1.5 Limitation of the report:

To prepare this report we have faced a lot of problems such as unavailability of lab, electricity problem, unavailability of related books, lack of time, unavailability of information in net Lack of knowledge about electronic dress etc.

Chapter 2
Profile of the Organization

2.1 Situation Analysis:

Electronic dress is entering its first year of operation. These products have been well received, and marketing will be key to the development of brand and product awareness as well as the growth of the customer base. Electronic dress international offers several products for customers.

2.2 Market Summary:

Electric dress has good information about the market and target market. Dress up demand of consumer. This information will be leveraged to better understand who is served, what their specific needs are, and how dress can better communication with them.

Target Markets Uses Men _the ages 15 up to 40.

Target market forecast

Potential customer 15 to 20 20 age to 35 35 to 40 other growth 20% 15% 15% 10% Selling unit for January-2011 91,42,500 6,82,000 7,00,000 5,90,000 Selling unit for February -2011 20,50,000 7,00,000 7,89,550 6,00,000 Selling unit for March -2011 21,75,000 8,11,000 8,00,000 6,55,050

2.4.1 Market Demographics

The profile for the typical Electronic dress customer consists of the following geographic, demographic, and behavior factors.

Geographics: The population of the country is segmented into three parts which are urban, sub urban and rural area consumers. Electronic dress has no set graphic target area. The company further differentiate the geographical segments according to Socio Cluster (SEC) i.e. education and Income. The total targeted men 31 million Demographics: Dress is seen to mainly attract customers that fall within the age group of 15to 30. Electronic dress which was a novel idea. All these are introduced to catch the attention of the youth. The demand for a product is highly dependant on the income of the customer. Electronic dress is not very costly dress. Its price varies from Rs.3oo to rs.400.Therefore its target market starts from the middle income group.

2.4.2 Market growth:

In the growth stage, companies dress sales rapidly started rising. With the price of dress going down due to competition by so many dress companies, the market has steady growth throughout the country, with 40,22,500 lacks units sold in January in 2010 to over 1,14,08,050 core units in July in 2011. The growth statistics for 2011 will estimated to be over 25000000 core units. More and more people are uses dress.

12000000 10000000 8000000 6000000 4000000 2000000 0 Jan Feb Mar Jan Feb Mar

Chapter3

Situation Analysis

3.0 Marketing strategy:

The key to the marketing strategy is focusing on the electronic dress.

Electric clothing is generally powered in two ways. One method is with a rechargeable lithium battery pack that fits right into the clothing. The other way, often for clothing and gloves that are worn while driving cars, motorcycles or ATVs, run off the vehicle's 12-volt battery. Cords running from the clothing is plugged into the vehicle's accessory outlet or hooked up directly to the battery with a battery harness. Some of the clothing comes with temperature controls to adjust the heat output

3.1 Mission:
Electronic dress internationals mission is to provide the customer with the good quality products available. Electronic dress tries to capture a place in the buyers mind i.e. the product positioning method. We exist to attract and maintain customers. With a strict

adherence to this maxim, success will be ensured .Our services and products will exceed the expectations of the customers.

3.2 Marketing Objectives:

Marketing objectives of the dress were to expand their market to the other cities of Bangladesh. Another objective was to maximize more market share. The company uses the different proportioning strategies to attract the new and the existing customers. They can increase their advertising budget as in the initial stages because of attracting the new customers or to retain the existing customers. Company can expanded their market to the other cities of Bangladesh. Their distribution channel is the same as in the initial stages of the product.

3.3 Target Market:

The men who are conscious about the dress .Our main target, men are use our product in comfortabl. Urban and sub urban middle class, are the largest part of Bangladesh population. A research carried out by that urban rich people are more likely to buy imported and expensive products. However urban and sub urban upper middle and middle class people tend to buy affordable and quality products. So electroniv dress is affordable product. That is why the company targets urban and sub urban upper middle and middle class people who are the second highest population of segment of the country.

target market

15 to 20 20 to 35 35 to 40 other

3.4 Positioning strategies:

Electronic Bangladesh ltd. designs the companys offerings and image to occupy distinctive place in the mind of the market. For positioning in the mind of the target market Electronic Bangladesh ltd. Has differentiated its variables. Electronic Bangladesh Ltd obtained a good position in the buyers mind through better product attributes, price and quality, offering the product in a different way than the competitors do. The company offers improved quality of products in the industry at an affordable price with high branding, which ultimately helps to position the product in the buyers mind as the best quality dress.

Chapter 4
Marketing Mix

4.0 Marketing Mix Analysis of Electronic Dress:

Once the company has decided on its overall marketing strategy, it is ready to begin planning the details of the marketing mix, one of the major concepts in modern marketing. The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables known as the four Ps- Product, price, Place & Promotion. Product Variety Quality Design Features Brand name Packaging Services

Price List price Discounts Allowances Payment period Credit terms

Target Customers Intended Positioning

Promotion Advertising Personal selling Sales Promotion Public relations

Place Channels Coverage Assortments Locations Inventory Transportation Logistics

4.1.1Product:

Electronic dress

4.1.2 Product Features:

Material: 100% Cotton Fabric Waterproof Rating: 20k waterproofing Fabric Breathability Rating: 10k Breathability Fit: Classic Center Back Length: Length: Hip Pockets: 2 front, 2 chest Seams: comfort Removable Trim: no Weight: 300 to 500 gram Recommended Use: Street wear Manufacturer Warranty: 1 year. Color: Black, Green, White, ETC Electric instrument: tow power full battery Insulated hood protects your head from the element Dull twill polyester

4.1.3Product price:
Electronic dress has different color. Prices as follows: Black color rs.450 Green color rs.400 White color rs.390

4.1.4 Product Brand Name:

Product brand name is ELECTRONIC BANGLADESH LTD

4.1.5 Product Packaging:

Nice packaging is very much necessary for any kind product to be marketed well and to cover the market share at a large scale. The packaging of ELECTRIC DRESS is very nice and attractive. The colorful packaging of the dress encourages the customers to buy the dress. Packaging also show the of product f etudes.

4.2.1 Discounts:
There are some discounts offers for the wholesalers and the retailers. As a new product little more expensive. If the customers buy the dress at a large scale then they may get some discounts

4.3.1 Advertising:
Sowing huge and attractive TV, radio & newspaper advertises to attract the customers, as most of the people of our country buy soap after watching the TV ads. The company wants to inform the mass people about their soap by TV, radio & newspaper ads. The message that the product reflects in its advertisements is the one that is usually narrated by the corporate itself

4.3.2 Personal Selling:

Its a unique thing, the company is doing. As new dress they dont deliver the products home to home. They are very much committed about their service. By this program the time cost, energy cost and the physic cost of the customers decrease. .

4.4 Place:
Here show the location of its seven warehouses in Bangladesh_ Division Dhaka Chittagong Sylet Rajshahi Khulna Barisal Location in Warehouse Dhaka city Chittagong city Sylet city Rajshahi city Khulna city Barisal city

Rangpur

Rangpur city Location of Electronic Bangladesh Ltd. Divisional Warehouse

4.1.3 Location, Transportation & Inventory:

The company does not use its own fleet of transport for distributing its product. However, it has outsourced its distribution process to various third party distributors. These distributors then supply the product all over Bangladesh to a huge number of retailers. Even though ELECTRONIC targets the urban and sub urban middle and upper middle class people they are distributing their products all over Bangladesh because of a recent increase in demand of its product to all segments of the population.

Chapter Five
Findings and Analysis

5.1 SWOT Analysis of ELECTRONIC DRESS:

The overall evaluation of a companys strength, weakness, opportunity and threats is called SWOT analysis. This are divided in two: Internal environment analysis External environment analysis.

Strength and weakness are included in internal environment analysis. Opportunity and threats are included in external environment analysis

SWOT Analysis

Internal Factor

External Factor

5.1.1 Strength
The Strengths of marketing planning of electronic dress are: Unique dress color Strength High quality product. Weakness Opportunity Threats

Good reputation of the Company. distribution channel is strong Economical condition is good. Customers are highly satisfied with this product. Production capacity is higher than customer need. Targeted people are highly needed. Important location for accommodation

5.1.2 Weakness
The weaknesses of marketing planning of Electronic dress are: Price is high than other dress. Lack of sufficient promotional effort Raw materials is not available Cost of production is high Lack of know about slew

5.1.3 Opportunity

The opportunities of marketing planning of Electronic dress are: People are ready to paid more prize high quality product. Only produce three color New innovation of dress. Todays Men are more conscious about their dress Providing new color in the dress can increase more customer satisfaction To increase market share by introducing new feature They can make good relations with the customers. Already they have got sufficient response from the customer about their product. Increasing demand, growing market size. .

5.1.4Threats
Along with the opportunity, it has also some threat before them, they are: Another company use modern technology. New entrants. Unethical competition. The price of raw materials increasing day bay day. Huge competitors. In our country customer has a tendency to buy foreign product.

5.2 Question
1. 2. 3. 4. 5. 6. 7. 8. What is the marketing planning of Electronic dress? Do you think Electronic dress provides an effective and efficient product service? What Types of target market? How they achieve customer satisfaction? How they control their product quality? How they set up the pricing strategy Electronic dress? What type of strategy follows the electronic dress ? What type of marketing mix they follow?

9. What type of distribution channel they follow? 10. What type of promotional activities? 11. How the measure their market growth?

Chapter Six
Conclusion & Recommendations

6.1 Conclusion
We prepare a report on Marketing plan of Electronic dress. We learn many things after preparing our report. How to make a marketing plan and how analysis marketing mix and SWOT. In the above we discuss the strengths of the company that will help make new dress quqlity. The opportunities will help the company what kinds of facility will get the future. To get profit from new colorful dress important to solves its weakness and overcomes its threats. . Electronic dress is totally new product in market as there is no such kind of the current market and our product will be high qualified. This dress has some exclusive characteristics that will help us to acquire position in the minds of the customers.

The demand for this product is very much vulnerable in terms of pricing. Electric Bangladesh Ltd is providing ELECTRONIC DRESS at a price which is affordable to most of the people in the country. Electronic dress is an uprising product in Bangladesh as a greater portion of the population, male are now getting more dress conscious. As a multinational company Electronic Bangladesh Ltd with heavy promotional activities, has been able to penetrate the market. With seven different fragrances, three different sizes, international standard and high quality design, as a product, Electronic dress has been highly successful over three months. Its distribution process is highly efficient. Its promotional activities, like the dress contest has been a milestone in attracting a huge number of customers. Overall with its marketing activities . Electronic Bangladesh Ltd has been a successful brand. The only place where rival companies are progressing is in giving customers redemption offers. Research revealed that Bangladeshi customers are highly attracted to this sort of offers

6.2 Recommendations
In this chapter the team would suggest some recommendations to Electronic Bangladesh Ltd. to adopt more successful operation in Bangladesh. Since a huge portion of the rural people is demanding electric dress in recent days, Electronic Bangladesh Ltd should expand their target market also towards the rural people. They should also conduct different promotional activities in rural fairs and socially responsible promotional activities to attract rural consumers and social awareness . Lastly, as Bangladeshi culture children have a huge say in shopping so they should also promote the product to children like electronic shock. These are the recommendations suggested by team members to Electronic Bangladesh Ltd. to adopt for a more successful operation in Bangladesh with large market share.

 The pricing of the product should be more competitive. When the company wants to mix its product, the market size should not be overestimated. . The product should be correctly positioned in the market. The product should not be overpriced. The company must have efficient distribution channel. The product development cost should not much. Consideration of competitors is necessary.

References

Books:
1. Keller, P. (2003), Marketing Management, 11th edition, Pearson hall Inc, Mew jerky. (PP-35). 2. Philip kotler Kevin lane Keller, Marketing management, 12 edition, upper saddle river, New Jersey 07458. (PP-61 to 67). 3. Marketing Management A South Asian Perspective by Philip Kotler

Website:
www.google.com www.yahoo.com

Other Documents
Report on Competition Scenario in Bangladesh, page 18, prepared by Bangladesh Enterprise Institute,

Appendix