2nd May 2011
Faculty Of Business
ASA University Bangladesh
Subject: Submission of term paper.
With due respect it is our pleasure to present the term paper entitled ‘‘Marketing Plan”. While preparing the statement we have tried our best to create a perfect Marketing Plan and tried to show all sort of planning and project works that is required to make the plan perfect. We have collected all the up-dated information that is needed for establishing a marketing plan, starting the company, launching a product and the marketing strategies of the product. We hope that this marketing plan will provide a clear scenario of introducing a new product in this competitive market of Ivory Coast.
To prepare this term paper, we have given the best effort to accumulate needed information.
We shall be available to answer any question for clarification and thanking you especially for your assignment and sincere support to make it efficiently.
Md. Abdul Kader Zilani
Table of Content
• Company Profile
• Brand Name and its Logic
• Current Market Situation
• Consumers Want
• Product Ingredients
• Market Segmentation
• Target Market Approach
• Marketing Strategy
• Positioning Statement
We are four partners starting a new Hair Gel producing company named Passion Play Company Ltd. Our product has some exceptional qualities that we are going to imply on the target market. For this reason, we have established a Business Plan that includes our company details, a market research of hair gel products. We have also exposed our product ingredients on details. We’ve divided the market through Market Segmentation Approach and targeted our ultimate consumers through Target Market Approach. Pricing, Channel of Distribution and Advertising are also discussed in this plan. Finally a financial projection has been made. Company Profile
Company Name: Passion Play Company Ltd.
Types of Business:Partnership Business
Partners and Shares:100% share each percent of share price 0.8 million Tk. of the company in profit and loss shall be distributed and designated to the partners. Duties of Partners:
i) Managing Director
ii) Chief Executive Officer
iii) Production Manager
iv) Sales & Distribution Manager
Brand Name and It’s Logic
Brand name:Passion Play Hair Gel
According to a survey done in Ivory Coast we have found the possibilities of the name of our brand and Passion Play suits all the requirements of the consumer preferences. The logic of brand name “Passion Play” is considered about thinking of the users. Our product’s users are specially the young generation. And “Passion” is the symbol of “young”. “Passion Play” means “Miracle Play Representing the Passion” that is closely related with the nature of young generations. Passion is the spirit that young generation plays. Our gel has the passion to impress the users and capture the market as well. That’s why we think there are no alternate of the brand name “Passion Play”. Current Market Situation:
According to the survey report of a company in Ivory Coast:
A migration in the purchase of hair styling products to department and beauty supply stores has resulted in a sales increase around the world. Indeed, volume of Gel sold rise approximately 25% between 2001 and 2007 all over the world. Similarly in Ivory Coast the Hair Gel users are increasing day by day. Currently in Ivory Coast about 60% people use hair products. Among them approximately 20% of people use different brands of hair gel. These users are mainly the young generation. According to analysis the usage of Hair Gel is increasing and it will increase to 40% within the next 5 years. So there...