Mission Statement

Superior University Raiwind Road
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Marketing Plan on Acid Free Batteries Submitted To Ms, Submitted By Abdul Manan 10104 Ammad Qadir10146 Omair Akhtar 10117 Imran Rasool 10112 Umer Butt 10114 Rab Nawaz 10107 Naqqash Shahid 10109 Date: March 4, 2011
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Tables of Contents Contents Mission statement Purpose Situational Analysis Product Picture of the Sample Battery 06 Values Internal structure Marketing Objectives Market Strategies 08 strategy Price Promotion and Advertisement Description of Promotional Tactics Advertising Marketing Collateral 11 Promotion Place and Distribution Financial Analysis Breakeven Analysis
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08 07 08
Mission statement of market 08,09 10 11 11 11
12 12 13 13
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Sales Forecast Monthly sales forecast Expense Forecast
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CONTENTS Market Analysis Competitor Analysis Strength Opportunities Threats PEST 20 20 20 21 Implementation 22 Reference
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The factor of PEST analysis 20 Economics Social Technological
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Mission statement
To provide the products which are safer, best in quality and durable for our consumers.
Purpose
The purpose of our product is to provide quality batteries with many incentives like to give security, durability. In Pakistan, the commonly used batteries in all types of vehicles and in U.P.S. industry the acid battery is been used. We provide such batteries that consumer feel safe and relaxed.
Situational Analysis
We are new in the market but our product is well known in international market. In Pakistan acid batteries have strong market because they have huge target audience. All the vehicles from 800cc to 3500cc are using acid batteries, as you know that due to this shortage of electricity the U.P.S. manufacturing business is going on the top. The distribution channel of the acid battery is also very strong. Consumer can easily approach them. In market, acid batteries have only two competitors A.G.S & EXIDE. These two companies have good sale because consumer does not have any option to buy another type of battery. The A.G.S & EXIDE have Superior University Raiwind Road Page 5
competitors but they are indirect and if consumer wants to import the battery he has to pay many custom taxes so he do not go for it and have only two options at the end i.e. A.G.S & EXIDE. Osaka the Japanese company introduced their batteries in Pakistan but failed to get proper attention of the consumer.
Product
The product which we are launching is acid free battery. Rechargeable and Non-rechargeable containing lead ion. Lead ion is very good conductor of electricity. We named our product OXFAM batteries. Our battery is of high quality, safer and has five years life. Our product has following features: Acid free High quality Safer Durable
We offer following services after and during the sales: Superior University Raiwind Road Page 6
Free home delivery for home users Five year warranty 5% for the distributors
Picture of the Sample Battery
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Values
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Quality Security Trust Durability
Internal structure
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Marketing Objectives
A successful marketing plan relies on setting relevant and clear objectives. These objectives must relate directly with the plan and overall aims and objectives. Marketing objectives are very important in the succession of any marketing plan. According to our product and all terms and conditions our marketing objectives are as follows: Develop the awareness of acid free battery among the people. Increase our market share through qualitative growth. Improve the performance so that we can satisfy and fulfill the needs of our consumer. Doing innovations in future. Improving brand image. Change market trend in next 2-3 years.
Market Strategies Mission statement of market strategy Building strong relations with our old customers and also making relations with mew customers In market strategies, we sell our product to our old customers .our old customers are our first preference. According to the market strategies, we also sell our product to new customers and build strong relationship with them. Building relationship with new customers is the main target of our marketing strategy.
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Our strategies fall on under one of the following ideas
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Price
Price is very important for any product and services. We try to follow the six steps for setting the price. Price objectives Determine the demand Estimate cost Competitors price Pricing method Final price
As you know that our product is new in the local market but not in the international market. If we compare our prices with our indirect competitors there is a 2-3 times difference in the price. We selected the price according to the quality and value of the product. We will offer discounts once in a year to increase our sales. For consumers incentives they can pay by cash, credit cards or debit cards.
Battery for 800cc to 1000cc Battery for 1300cc to 2000cc Battery for 2500cc to 3500cc Superior University Raiwind Road
Rs. 7,500/Rs. 14,500/Rs. 21,000/Page 13
We offer following services after and during the sales: Free home delivery for home users Five year warranty 5% for the distributors
Promotion and Advertisement

When we are deciding upon the best promotional strategy for reaching our target market, we need to:

Do research Keep your customer in mind Be creative
Doing research includes activities such as studying our target market and finding out what other businesses in our industry are doing. A relatively quick way to learn how our competitors communicate their marketing messages is to look in trade journals. This give us an idea of which features they believe are important and are emphasizing. Keeping your customer in mind will help prevent wasting our money and time on ineffective promotional activities. For example, it obviously won't help to advertise in the newspaper if our target audience doesn't read it.
Description of Promotional Tactics

The major component of our Promotion is the description (or listing) of the planned promotional tactics our plan to use. A partial list of promotional tools is listed below which we use: Superior University Raiwind Road Page 14
Advertising

Print advertising such as that in programs for events, trade journals, magazines, newspapers Direct mail Outdoor advertising, such as billboards and bus boards Broadcast advertising on radio and TV (or Internet sites)
Marketing Collateral
We choose to produce and distribute materials such as:

brochures newsletters flyers posters
Our package design is appropriately informative and catchy.
Promotion
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In todays competitive environment, having the right product at the right place in the right place at the right time may still not be enough to be successful. Effective communication with the target market is essential for the success of the product and business. The promotional mix is the combination of personal selling, advertising, sales promotion and public relations that it uses in its marketing plan. Above the line promotions refers to mainstream media: Advertising through common media such as television, radio, transport, and billboards and in newspapers and magazines. Because most of the target is most likely to be exposed to media such as television, radio and magazines, we have used this as the main form of promotion for extensive range of products. Although advertising is usually very expensive, it is the most effective way of reminding and exposing potential customers. We also utilizes below the line promotions such as contests, coupons, and free samples. These activities are an effective way of getting people to give your product ago.
Place and Distribution

The place P of the marketing mix refers to distribution of the product- the ways of getting the product to the market. The distribution of products starts with the producer and ends with the consumer. One key element of the Place/Distribution aspect is the respective distribution we have elected to transport and sell its product. We select the most appropriate distribution channel is important, as the choice will determine sales levels and costs. The choice for a distribution channel for any business depends on numerous factors, these include:
How far away the customers are; The type of product being transported; The lead times required; and; The costs associated with transport; There are four types of distribution strategies that we have chosen from, these are: intensive, selective, exclusive and direct distribution. It is apparent from the popularity of our product on the market that the business in the past used the method of intensive distribution as the product is available at every possible outlet. From car companies to service stations to your local shop, anywhere you go you will find our product.
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We have put big hoardings on the busy areas of Lahore and have an effective advertisement campaign on the media in order to MOTIVATE our customers. The colors used in advertising are Red, Whit e and Blue which itself is recognition for the brand.
Financial Analysis
This section will offer a financial overview of OF Battries as it relates to the marketing activities. NC will address break-even analysis, sales forecasts, expense forecasts, and how these link to the marketing activities. 4.1 Break-even Analysis Superior University Raiwind Road Page 17
The break-even analysis indicates that 24,857 is needed in monthly sales to reach the breakeven point.
Breakeven Analysis
8280
16560
24840
33120
41400
Monthly breakeven point
Sales Forecast
OXFAM batteries will process 90% of its sales online through a secure socket layer (SSL). Research indicates that too many sites are not easy or intuitive to navigate and lose customers who migrate through the site; often putting products in their basket, yet leave without purchasing anything. By ensuring that the website is easy to navigate as well as simple to order from, Superior University Raiwind Road Page 18
OXFAM Batteries will be ensuring that people who make it to the website will end up completing their order. This last point is key. The first month and a half will be used to develop and ready the site. There will be no sales. From month two on, OXFAM Batteries expects a gradual rise in sales.
Monthly sales forecast
jan
feb mar apr may jun jul
aug sep oct nov dec
Expense Forecast
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The marketing expenses are budgeted so that they ramp up significantly in the first quarter as a means for generating visibility for this new business. Marketing expenses will recede in the second quarter and then rise during the third quarter to have a significant impact
Jan
Feb Mar Apr May Jun Jul
Aug Sep Oct Nov Dec
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Market Analysis
We are new in the market and it is difficult for us to make our place and good position in the market. The product we are launching is new in the market but it is very beneficial for disposal electricity users. Market is taken by acid batteries and has very good target audience, but when people came to know about our acid free battery they will attract towards it.
Competitor Analysis Strength

Relationship selling is the most prominent strength of our business that we know our customer and we made policies to create strong relationship to our future customers. our direct sales force to maintain a relationship. The major strength of our business is that our management, finance is so good and they are ready to work day and night for development of the business. Exclusive access to high grade nature resources. The amount invested as a capital is less. The chain stores have better economics. Their per-unit of selling is quite low.
Opportunities
The great opportunity of our business in that our society faces lot of problems regarding batteries. It has a more benefit then there batteries. It has a charge compare to electricity energy. As our target market needs our product because they are in huge problem. Some opportunities includes. An unfulfilled customer need by our competitors. Arrival a new technologies acid free battery. Loosing of regulations of other business in the market.
Threats
Although we are improving goods from foreign countries but the rate of inflation that is jumping from 7.7% in 2007 to 20.8% in 2008, and 14.2% in 2009 was so
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much risk about the future that would increased our direct as well as our indirect expenses that would surely effect our price of products and people would hesitate to purchase the products. Some other threats include: In future local producers will sell poor quality products on discounted rates on the name of good quality.
PEST
Pest analysis stand for political, economic, social and technological analysis and describes a framework of macro-environmental factors used in the environmental scanning and component of strategic management.
The factor of PEST analysis

First of all we have studied political factor business the political factors are more important as compare to others. Political factor include areas such as tax policy, and other laws labor law, environmental law, trade restriction, traffic and other one is that political stability. The political factor also includes goods and services which governments wants to provide to or be provided and those which government does not want to be provide. Pakistan has been under the influences of its military almost since it was founded. The intelligence agencies have a huge role in the politics since the beginning in marketing and breaking the political parties. The first decade was marred with political unrest and instability resulting in frequent collapses of civilian democratic governments. Historically, its foreign policy has encompassed difficult relations with the peoples republic of China extensive security and economic interest in the Persian Gulf and wide-ranging bilateral relations with the United states and other Western countries.
Economics
Economics factor which include economic growth inflation rate and exchange rate is to much important factor. Inflation rate is grown within three year from 7.7% in 2007 to 20.8% in 2008, and 14.2% in 2009 these are major impacts on the business run and make the other different decision, the effect of exchange rates affects the costs of goods and services and supply and price of imported goods in an economy. The economic factor is very important to sell our product. If the economical conditions of the country is well it causes positive in the growth
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of business. Now a day the entire world is facing big economical clash and many of the banks of world become default
Social
The social factor includes the culture aspects and also includes health, population growth rate, age distribution, career attitudes and emphasis on safety. The social factor affect the demand for a company products and how company run we say that increasing cost of the labor in further the companys may be change different management strategies to accept these social trends.
Technological
Life is the name of ever changing environment. This factor includes the environment aspect ecological, automation, technology incentives and rate of technology change.
Implementation
The marketing plan of acid free battery OXFAM batteries. This plan was discussed and carried out after the group discussion and meetings. As the whole world is modernizing with the latest technological equipments thus acid free batteries are need of today.
Reference www.Wikipedia.com Bellis, Mary. Alessandro Volta - Biography
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