Stoneheaven Case
MARKETING PLAN
Sleeping Bag
“Assuring great sleep in challenging outdoors”
FAS AF1
Gelli Abhilash (13617)
Indu Sreekumar Nair (13619)
Nikhil M Basheer (13630)
Nikhil S Mishra (13631)
Suryanker Saxena (13653
CONTENT
1. Executive Summary
2. Situation Analysis
Market Summary
SWOT Analysis
Competition
Product Offerings
Distribution
3. Marketing Strategy
Objectives
Target markets
Positioning
Strategies – Product, Pricing, Distribution, Marketing communications
4. Financials
5. Controls and Implementation
Executive summary
AF1 is a marketing company specializing in marketing of sleeping bags. We are preparing to launch a low cost portable and foldable sleeping bag in a developing market. We can effectively compete with the existing sleeping bags of the international and domestic brands because our product offers a unique combination of high-end features and functionality at a very competitive price. We are targeting specific segments in the consumer markets, leveraging upon the growing interest in the customized sleeping bags at affordable prices.
There are several marketing priorities that are crucial to ensure a successful penetration into the market. Our first priority is to build awareness of its brand within the adventure retail segments.
This will be accomplished through joining various adventure clubs, advertising in their flagship events and by hiring national champions in adventure sports as brand ambassadors. Secondly, continuing to provide superior products and service to generate a positive word-of-mouth buzz among the players within the industry.
The primary marketing objective is to achieve a first year volume of 1500 units, approximately 1
% of the estimated market size of the sleeping bags in India. The primary financial objectives are to achieve first-year sales revenue of 18.75 lakh , and break even by the end of the first year
itself.
Sleeping Bag
“Assuring great sleep in challenging outdoors”
FAS AF1
Gelli Abhilash (13617)
Indu Sreekumar Nair (13619)
Nikhil M Basheer (13630)
Nikhil S Mishra (13631)
Suryanker Saxena (13653
CONTENT
1. Executive Summary
2. Situation Analysis
Market Summary
SWOT Analysis
Competition
Product Offerings
Distribution
3. Marketing Strategy
Objectives
Target markets
Positioning
Strategies – Product, Pricing, Distribution, Marketing communications
4. Financials
5. Controls and Implementation
Executive summary
AF1 is a marketing company specializing in marketing of sleeping bags. We are preparing to launch a low cost portable and foldable sleeping bag in a developing market. We can effectively compete with the existing sleeping bags of the international and domestic brands because our product offers a unique combination of high-end features and functionality at a very competitive price. We are targeting specific segments in the consumer markets, leveraging upon the growing interest in the customized sleeping bags at affordable prices.
There are several marketing priorities that are crucial to ensure a successful penetration into the market. Our first priority is to build awareness of its brand within the adventure retail segments.
This will be accomplished through joining various adventure clubs, advertising in their flagship events and by hiring national champions in adventure sports as brand ambassadors. Secondly, continuing to provide superior products and service to generate a positive word-of-mouth buzz among the players within the industry.
The primary marketing objective is to achieve a first year volume of 1500 units, approximately 1
% of the estimated market size of the sleeping bags in India. The primary financial objectives are to achieve first-year sales revenue of 18.75 lakh , and break even by the end of the first year
itself.
References: http://www.marsdd.com/articles/implementation-and-control-kotler-on-marketing/ http://www.wildcraft.in/ http://www.quechua.com/en-IN/ http://www.decathlon.in/sleeping-bags