Table of Contents

1.
2.
3.
4.
5.
6.
7.
8.
9.

Description of the Product

Consideration of Competition
Buyers and Target Group
Perceived Value
Target Segment
Challenge
How we take these Challenge to Achieve
Implementing the Plan
SWOT Analysis

List of Tables

Table # 01

. 04
Table #02

05
Table # 03
..
06

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Description of the Product PVC RESIN

What is Polyvinyl Chloride (PVC)?

PVC is Polyvinyl Chloride. This is a plastic that has the following chemical formula:
CH2=CHCl .

Nowadays, PVC is commonly used in the construction sector, for example in window frames and
shutters, pipe cabling and coating, etc . PVC can be used for tons of other applications from
industrial ware and widely used in the healthcare sector, to car spare parts, toys factory, food
packaging, raingear, etc.

How is it produced
The basic raw materials for PVC are derived from salt and oil.
Chlorine is manufactured by the electrolysis of sodium chloride, salt.
This is why the first PVC manufacturing plants were located close to natural sources of salt.

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Characteristics of Polyvinyl Chloride

These are some of the properties that makes PVC appropriate for
several applications:
- Toughness, strength.
- Ease of blending, ease of processing
- Flame resistant and fire prevention properties
- It is compatible with other additives that can provide PVC clear or colored,
rigid or flexible, etc..
- Excellent electrical insulation properties. This makes it ideal to be use in cables.
- Impact strength and resistant to bad weather conditions (i.e. it does not corrode
and is very durable), appropriate to be used as a construction material
- Resistance to grease, oil and chemicals
- PVC is chemically stable and does not de-polymerize
- Density: 1.32-1.42 g/cc

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Consideration of Competition

Table # 01

Competin
g Brand
Brand
Position

Ali Co .

2nd

Khandakar Co.

3rd

TPC

1st

Roy

4th

Physical
shape

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Secondary
colored

Secondary
colored

Virgin powder

Unit cost

130 /kg total

135 /kg total

105/kg total

Virgin crystal
white
Granular
70 /kg total

Price
Position

3rd

4th

2nd

1st reasonably

Packaging

Sack Based

Sack Based

Sack Based

Sack Based

Distributi
on

Through
Intermediarie
s

Through
Intermediaries

Through
Importer

Directly to
factory

Advertisin
g

Newspaper

Man to Man

Online
advertisement

Advertisement ,
agency , man
to man.

Position in Market
Qualitative
Based on the current Market situation we can start competing from 4th sales
position in the market as the best price and quality resin producer of the
market .

Buyers and Target Group

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We will only sell to the factory only . It means we will satisfy the needs of
direct consumers . We will try to avoid the intermediaries .

Perceived Value

Table #02

Sl No .
01

Brand
TPC

02

Ali Co.

03

Khandakar Co

04

Roy

Attributes
Very known brand ,
foreign brand , high
quality , different
shapes .
Known and local brand ,
mixed quality .
Known and local brand ,
mixed quality .
Local brand , high
quality , best price , one
standard shape .

Awareness

Table #03

SL No.
01
02
03
04

Brand
TPC
Ali Co.
Khandakar Co.
Roy

Awareness %
95%
80%
60%
20%
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Target Segment
Usual Group

As a new product launcher , we will to attract to reach to the direct consumers .

We want to be sure that each factory who use this type of resin knows us at least
that we are the manufacturer of resin .we will divide our marketing people into 3
teams to market our resin .
1. 1st team for large scale consumers
2. 2nd team for medium scale consumers
3. 3rd team for small scale and for potential consumer

(500 ton to above )

(100 ton 500 ton )
(0 to 100 ton )

We will also provide the technical help to the potential customers who want to set
up plant of consuming resin . we will have technical experts in our marketing team
to serve our clients properly .

Challenges

Though we will have the best quality and best price we think we will face some
challenges as

Making awareness among the consumers

Fluctuation in price of finished goods
Production of large volume in a short period
Participating in the market share
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Maintaining the quality

How we take these Challenges to achieve

For large scale consumers (500 ton to above )

Making list of all factory with detailed contact information .

Giving the bulk discount to them
Giving the different sales promotion offer which will be only for them
Inspiring the machine man by giving gift of these factory .
Giving free delivery to them .
Taking the cheap price for lab test
Giving the facility of replacement of resin

For medium scale consumers ( 100 ton to 500 )

Giving them the opportunity to test our product free

Arranging seminar in the association and inviting the related factories owner
Arranging free lab test for all factories
Giving promotions and facilities like transportation to the dealers .

For small scale consumers ( 0 to 100 )

Arranging seminar and conference about the benefits of the use of best resin
Giving the advice of the potential customer about setting up plant of using
resin related to technical site.
Inspiring the young entrepreneur to use the best resin and avoid the risk of
failure in business.

Implementing the Plan

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For the proper implementation of the plan , two different phases are going to be
implemented one after aonther within this year of 2015 .

1st phase ( May 1st to August 30th )

Arranging the seminar in different associations related resin industry and

announcing about the launching our product .
Sponsoring the cultural ceremony in the
picnic arranged by
resin
manufacturer association
Distributing the catalogue to the people related to this industry .
Making the delivery van decorated with the picture of the product and the
company logo .
Advertising the product through radio , TV and newspaper (this initiative is
our plus point)
A promotional program will be started like be the VIP client by purchasing
100 ton at each order and enjoys the 5% discount all the year round .
Free T-shirt , machine gloves will be given to the worker of the consumers
factory.
Technical diagrams will be given freely to the factories.
Arranging the sports competition between the workers and employees of
member factories of the association .

More Specifically
We will Launch the product in the seminar of the resin factories association
so that our targeted direct consumers will get to know about our product . We will
also inspire the workers of the factory who actually use the resin in the machine to
make the finished goods . These activities will start to make awareness of our
goods among the consumers and reasonably we will start selling our goods and
making profits .

2nd Phase (September 1st to December 30th )

Evaluating the result of first phase initiatives and according to that making
the company future marketing plan .
Collecting the price , quality and other information of the competitors and
comparing with our product.
To get the new customer some free lab test we will provide

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Decreasing the quantity of bulk discount for a specific time to encourage the
consumer s
Giving the award as BEST QUALITY MAINTAINER OF RESIN , BEST
MACHINE MAN OF THER YEAR , BEST LAB TECHNICIAN OF THE YEAR
among the member factories of the association .
Collecting the annual report from the association about the each company
sale from their submitted report and identifying our market share .
Depending on market share statistics defining the marketing strategy .

More Specifically
We will take all of these initiatives to actually know the consumers needs and
wants .This step is a continuous process . After each 6 month we will evaluate our
marketing strategy knowing the consumers needs and wants . this will hold our
position in the market and help us to progress and finally profit which is logical
matter.

Pre - Launching Activities

Product Releasing Date
Launching Date
Selling Area
Distribution

: April 20 , 2015
: May 1 st , 2015
: National Industrial Zone
: B2C

Steps before Launching

Before launching the product , some pre launching activities will be done for
testing the product as well as the customer satisfaction and their views , comments
about the product more specifically .

Some free sample will be distributed among some targeted large scale and
medium scale customers .
Comments and ideas will be recorded towards the product of these targeted
customers .
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A questionnaire will be used to judge the satisfaction of the customers .

Survey

A survey is to be done in the distributed factories on 31 st April on the following

issues :

Test performance reports .

Customer satisfaction .
Customer behavior towards the produt .
Any complain from the customer .
(if )Any damages occurred and also the reason .

Other Activities

Leaflet distribution to the members of the association .

Laminated posters .
Banners of 100 pcs

Campaign Program on Lunching Day

Newspaper Coverage (Nationals)

Road Campaign
Seminar in the Association with the presence of press journalists.

SWOT Analysis

Strengths

Weaknesss

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Emotional benefit because of

local brand.
Strong
and
experienced
management.
Familiar and main raw material
for consumers.
High quality and 100% virgin .
Use of computerized foreign
technology .

Opportunities

Consumers most desired

product .
Comparatively cheapest price
No existence of similar virgin
resin manufacturer .
Fastest growth in the market.
Existence of increasing
demand.
Experienced in PVC sector.
Already have a good number of
loyal customers .

Instability of the price of the

raw material .
Maintaining the best quality
simultaneously .
Lack of consumers technical
awareness.
Lack of technical expertise .

Treats

Entrance of couple of rival

companies in the market .
Inflation in local market .
Political instabilities in the
country .
HR raiding and poaching by
competitors.

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