Marketing Plan For “Exercise Books”

Group 5

Content

• What is Marketing Plan ?

• Summery About the Company

• S W O T Analysis

• Marketing Strategy

• Financial projections & Control

What is Marketing Plan?

Document that summarizes what the marketer has learned about the market place and how the Company plans to achieve its Goals and Objectives.

About the Company

Vision Statement

• To be the most creative design oriented brand for school & office products in emerging markets.

Mission Statement

• To be the number one creative brand in learning products through a process of cutting edge design & sassy branding.

S W O T Analysis

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

STRENGTHS

• Right product quality and reliability

• Existing distribution and sales networks

• Monetary assistance provided

• High profitability and revenue

WEAKNESSES

• Competitive market

• Small business units

• Future competition

OPPORTUNITIES

• Current Market trend in Sri Lanka For the stationary and educational equipment's.

THREATS

• Competing other stationary manufactured companies

E.g. :-

• Local economy

• Increase in labor costs

• Above companies have quality certifications

Marketing StrategyObjectives

75% market share in Sri Lanka with 20,000 sales units

Target market

Sri Lanka school children

Sri Lanka University Students

Other office and Working Organizations

Positioning

As a most environmental friendly manufacturing

Eco-friendly disposable

• Product Strategy

Logo will be displayed in all products

• Pricing Strategy

Retail price- Challengeable with other products

• Distribution Strategy

Select reputed distributers all over the island

• Market Communication Strategy

Media-TV, Radio advertisements, Newspapers,

Wall posters, Color posters in urban areas

Pricing Strategy

Normal Prices in the market (Rs) Our Prices (Rs)

Books 200 pgs Exercise 75.00  73

Books 320 pgs Exercise 95.00  93

Books 400 pgs Exercise 115.00  113

Books 40 pgs CR1 35.00 33

Books 80 pgs CR2 85.00 83

Books 120 pgs CR3 110.00 108

Books 160 pgs CR4 130.00 128

Financial projections & Control

• Overall Sales revenue projected 20 Million Rupees

• Keep the losses less than 0.25 Million Rupees

• Marketing expenditure projected

Media 0.50 Million Rupees

Distribution 1 Million Rupees

Promotion 0.50 Million Rupees

• Total marketing expenditure 1.95 Million Rupees

• Revenue after marketing expenditure 18 Million Rupees

• Closely monitor the customer satisfaction

Marketing researches

Marketing surveys

Customer feedbacks

• New product development (10000 Different Book Covers)

• Monthly revenue and expenses

• Increase the international distribution network

Attracting more new retailers

THANK YOU

Produced byM.W. Charith S. De SilvaDepartment of Agribusiness ManagementFaculty of Agriculture and Plantation ManagementWayamba University of Sri Lanka