Eassy, Term Paper, or Research Paper

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LETTER OF TRANSMITTAL

29th January 2006

Prof. Dr. Mijanur Rahman
Department of Marketing
University of Dhaka.

Sub: Submission of term paper

Dear Sir,
With due respect it is my pleasure to present the term paper entitled “Product plan / Marketing plan” While preparing the report I have tried my level best to focus closely on the topic and tried to collect most complete and up-dated information available. I believe that it will provide a clear scenario of introducing a new product in a market.

To prepare this term paper, I have given best effort to accumulate needed information.

I shall be available to answer any question for clarification. Thank you for your sincere support.

Sincerely Yours:
Md. Nazmul Hossain
MBA 6th Batch
Roll # 01
Department of Marketing
University of Dhaka

Executive Summery

As a marketing manager of a hypothetical start up cell phone producing company Bdtel , I am presenting a marketing plan of our proposed cell phone B-71 is a multimode set that combines a cell phone, PDA, MP3 and digital camera for the fashionable people who want different multimedia features in a single cell phone.

This plan includes current market situation of cell phone industry in Bangladesh. To identify the opportunities a SWOT analysis has been made. Opportunities and issues for Bdtel are shown in this proposal. Financial & marketing objectives for 1st year are given along with the target market. Positioning, product management, pricing, distribution channels are also discussed.

Finally a financial projection has been made to anticipate the 1st year’s production cost and profit after tax. At the last part of this proposal I have shown implementation and control program on monthly basis.

Table Of Content

1.Executive Summary
2.Current Market Situation
3.Proposed Product Features
4.SWOT Analysis
5.Opportunities and Issues
6.Objectives
Financial Objectives
Marketing Objectives
7.Marketing Strategies
Identifying target market
Positioning
Pricing
Distribution
Marketing Communication
Marketing Research
8.Action Program
9.Financial Projection
10.Implementation & Controls.

1. CURRENT MARKET SITUATION:

Currently in Bangladesh only 6.5% people have at least a mobile phone, but according to analysts it will increase to 15% within the next 5 years. So there is a growing market for cell phone producers. Currently Nokia, the market leader, dominates the mobile market of Bangladesh with a market share of 38%. Siemens, an aggressive number two that is the market challenger attracted a 24% share. Samsung & Sony Ericson are in the third position with 7% market share. The following pie chart shows the relative market share:

Source: E-biz research, July 2005

Nokia38%
Siemens24%
Motorola5%
Samsung7%
Panasonic3%
Philips1%
Sony Ericson7%
Sagem3%
Rangs5%
Falit1%
Hair2%
I-mobile2%
Alkatel1%
Others1%

According to a research conducted by E-biz, consumers want several factors in a mobile set. The following graph shows the different features that consumers want:

Durability24%
Lower price36%
Convenient size15%
More functions5%
Style10%
Display6%
Ring tones 3%
VGA camera2%
Blue-tooth device1%
Others2%

Source: E-biz research, July 2005

2. PRODUCT FEATURES:
Basic model to be introduced next year incorporates the following features:

1.65000 KB color display
2.Easy navigation key
3.Extended phone memory
4.Auto incoming no. storage
5.Clock
6.Calculator
7.3D games
8.MP3
9.Digital ring tone
10.Personalize ringer
11.Speed dialing
12.Voice dialing
13.Task reminder
14.Automatic re dialing
15.Password locking...
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