ReportOnSustainable Eco Ideas, Designs, Architectures &Installations Services(Based on the Study of Marketing Management)
ReportOnMarketing Management (Course: 511)Topic: Sustainable Eco Ideas, Designs, Architectures & Installations ServicesPre...
Group Profile:“Elegant (VI)”We are...No. Name Roll Designation E-mail Address Remarks1 Md. Abdur Rakib 041 Member rakibras...
Letter of Transmittal:10thOctober, 2012Dr. Belayet HossainProfessorDepartment of MarketingUniversity of DhakaDear Sir,Here...
Executive Summary:A sustainable eco idea design, architecture and installment service has got momentum in recentyears. We ...
IntroductionEnvironment friendly ideas have become compiling need in today‘s market place. People arebecoming more conscio...
 Reduce waste Reduce water consumption Use modern methods of construction Health and safety Development of environmen...
Ideas:We generate and develop ideas and supply them to our customers. We have idea developers andresearchers to accomplish...
Designs:We provide interior, exterior and the planned design manuals for the service offerings. Thedesigned are based on e...
Installations:We install eco energy producing system like windmills, compost gas energy, turbines, solarpanels and so on. ...
Target Markets:We provide our service offerings for a few targeted markets as the followings:TargetMarketsShoppersHousehol...
Situation AnalysisSWOT Analysis:Strength:a) First moverb) Working for societyc) Initiative to reduce greenhouse effectd) S...
Threat:a) Competition in such industryb) Competitive threatc) Making eco idea feasible for customerCompetition Analysis:• ...
We Design: New homes Renovations Townhouses Apartments Entertainment Areas Pools Interior Design Industrial Comme...
Distribution:Our Services Design Process:Depending on your project and requirements, we offer all design stages from a ful...
 A 3D black and white perspective sketch Exemplar images of what your home could look likeFinally, we present this packa...
5. Contract Admin:This stage is very important during the construction of yournew home or renovation. We need to ensure th...
analysis is the presence or absence of a backup charging source, such as a generator. If a backupcharging source is not in...
2) Proper Window Selection & Placement: Heat from the sun entering south-facing windows anddoors with glass can provide be...
especially important for homes with glass above 7% of the home´s square footage. Locate themass as close to south-facing w...
well-pump run time, saving equipment wear and tear, and helping extend equipment life.According to the American Water Work...
Defective float arms and flapper valves are common causes of toilet leaks. A worn seat washermay be the cause of a drippin...
Marketing StrategySegmentation:Attractiveness of a Market Segment:We consider these factors evaluating the attractiveness ...
demographic variables. Demographic variables are easier to measure than most other types ofvariables. It is mainly based o...
 We decorate different universities classroom, seminar room, conference room,auditorium with well furnished equipment.b) ...
 We also decorate eye wear store for expensive customers.Others:These are the segmentation criteria of our services. Ther...
Targeting:Elaborated Target Market of Our Service:Our main target market is mainly urban people they are Real estate Comp...
Selecting Target Market Strategy: After evaluating different segments we must decide which & how many segments it willtar...
Developing and Communicating A Positioning Strategy:All marketing strategy is built on STP-Segmentation, Targeting, and Po...
Target market decisions are often a key determinant of the competitive frame of reference.Deciding to target a certain typ...
1. Identifying the businesss direct competition (could include players that offer similarservice amongst a larger portfoli...
3. Experiential positions Provide sensory stimulation Provide cognitive stimulationOur services positioning is basically...
(6) Positioning strategy based on Cultural Symbols - In today‘s world many advertisers are usingdeeply entrenched cultural...
Developing a Positioning strategy:This company must see its task as that of converting an ―undifferentiated offer‖ into a―...
How Many Differences to Promote: It can be only one (single benefit positioning) It can be more than one benefitIn case ...
Product:The product of our service includes various objects and features that include; New homes Renovations Townhouses...
Promotion:Promotion is very important for our service, because people are not much aware of our service.So a lot of think ...
Our service pricing strategy is Skimming pricing strategy. We are decided to follow our pricingstrategy as skimming strate...
Expanded Mix for the 7 P’s: Product Price Place Promotion People Process Physical Evidence
People: All human actors who play a part in service delivery and thus influence the buyersperceptions: namely the firm’s p...
 Reports. Business cards. Statements. Guarantees.Process: The actual procedures, mechanisms and flow of activities by ...
Marketing Research:By performing exploratory research we have found that people are more interested and eager tointroducti...
FinancialsBreakeven Analysis:A company has broken even when its total sales or revenues equal its total expenses. At thebr...
The breakeven point in case of our company is shown in the following figure:
ControlsApplication:We will apply our strategies according the objectives and goals. Initially, we will apply ourstrategie...
References: www.google.com www.ecodesigngroup.com www.siemens.com Valarie A. Zeithanl & Mary Jo Bitner, ―Services Mark...
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Report on Marketing Plan for Sustainable Eco Ideas, Designs, Architectures & Installations Services [Elegant (VI)]

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Report on Marketing Plan for Sustainable Eco Ideas, Designs, Architectures & Installations Services based on the study of Marketing Management. The report is prepared by Elegant (VI) group of Marketing 14th batch A section.

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  1. 1. ReportOnSustainable Eco Ideas, Designs, Architectures &Installations Services(Based on the Study of Marketing Management)
  2. 2. ReportOnMarketing Management (Course: 511)Topic: Sustainable Eco Ideas, Designs, Architectures & Installations ServicesPrepared for:Dr. Belayet HossainProfessorDepartment of MarketingFaculty of Business of StudiesUniversity of DhakaPrepared by:“Elegant (VI)”Section: ADepartment of Marketing (14th)Faculty of Business StudiesUniversity of DhakaDate of Submission: 10thOctober, 2012 eng.
  3. 3. Group Profile:“Elegant (VI)”We are...No. Name Roll Designation E-mail Address Remarks1 Md. Abdur Rakib 041 Member rakibrashed@gmail.com2 Rumana 087 Member jaf.khan98@yahoo.com3 Md. Al Amin 089 Member duamin_mkt@gmail.com4 Anjuman Ara 139 Member Anjuman8964@gmail.com5 Md. Moben Ahmed 151 Member ms.du.mkt@gmail.com6 Chowdhury Omor Faruque 173 Leader omor173@yahoo.com
  4. 4. Letter of Transmittal:10thOctober, 2012Dr. Belayet HossainProfessorDepartment of MarketingUniversity of DhakaDear Sir,Here is the report on the topic of ―Sustainable Eco Ideas, Designs, Architectures & InstallationsServices” and the details of it (Based on the Study of Marketing Management) that you askedus to conduct.Our study of analyzing as well as learning market development strategies, situation analysis,market targeting, positioning, application of the strategies and evaluation for a new markethelped us know about a lot of information and various strategies to conduct the report.We appreciate your choosing the issue of the report topic. If you need any additional informationor assistance in the overview of our report regarding the topic, please ask us.Sincerely Yours,“Elegant (VI)”Section: ADepartment of Marketing (14th)Faculty of Business StudiesUniversity of Dhaka
  5. 5. Executive Summary:A sustainable eco idea design, architecture and installment service has got momentum in recentyears. We have selected this service idea because of its potential and market growth opportunity.It is estimated that real estate sector in Bangladesh is booming and it will continue to boom forexample Sahara has already plan to invest in Bangladesh. As a result there is potential thisservice will get great market share in the real estate sector in Bangladesh. We are basicallyproviding four types of service. Those are:1) Idea development2) Designing office and apartment3) Installment of different equipment4) Architecture or interior designIn our service delivery process environmental impact has been considered greatly. Our servicehas become ecologically sustainable and environment friendly. Our service basically targetedcorporate client and positioning will be achieved by providing unique design and environmentfriendly differentiated ideas. We have adopted skimming pricing strategy to serve the market.Our promotional strategy is directed toward direct marketing. Service will be communicatedthroughout different mass media and within three year we will try to reach break-even point.Initially we will deliver our service in Dhaka city. Then we have a long term plan to spread theservice throughout the country.
  6. 6. IntroductionEnvironment friendly ideas have become compiling need in today‘s market place. People arebecoming more conscious about environmental impact in architecture design and construction.So there has been created a great opportunity for companies who has able to identify this needs,we have adopted to develop an idea that will satisfy this need an d will sustainable toenvironment. Now we need to define sustainability.Sustainability:The best-known definition of sustainability or sustainable development is the definition by theWorld Commission on Environment and Development. "forms of progress that meet the needs ofthe present without compromising the ability of future generations to meet their needs.―Environmental Social Economic The ‗Triple Bottom Line‘ Sustainability is about consideringthe social, economic and environmental implications of what we do with a view to minimizingthe negative effects on people and quality of life, both now and in the future.Our Objectives:Broad Objective:Taking an initiative to reduce the significant environmental impact made by traditional real state,housing and architecture industry for better generation.Specific Objectives: Achieving low carbon / zero carbon buildings sustainable design principles Reduce energy consumption of buildings by design Reduce energy consumption of buildings by energy efficient systems –cooling, lightingetc. Generate on site renewable energy for consumption Use reusable/ recycled materials
  7. 7.  Reduce waste Reduce water consumption Use modern methods of construction Health and safety Development of environmental friendly ideas, designs, architectures, and installationsOur sustainable eco ideas, designs, architectures, and installations services are also acombination of such processes, deeds and performances. We offer environmentally sustainableand ecosystem friendly ideas, designs, architectures and installations.OurServicesIdeasDesignsArchitecturesInstallations
  8. 8. Ideas:We generate and develop ideas and supply them to our customers. We have idea developers andresearchers to accomplish this job. The ideas are all created and developed on basis ofecofriendly system for the sustainability purpose.
  9. 9. Designs:We provide interior, exterior and the planned design manuals for the service offerings. Thedesigned are based on environmental sustainability. Besides, the design is planned in such a waythat works as per the ecosystem friendly way.Architectures:Besides, ideas and designs, we provide architectures and architect related assistance that aredifferent from the others.
  10. 10. Installations:We install eco energy producing system like windmills, compost gas energy, turbines, solarpanels and so on. Moreover, we install utility resources in an ecofriendly way. Such as trashtunnel, chimney, hot shields, inverters, energy saving water supply system, utility saving kitchen,bathroom and other fittings installations. We also use recyclable materials in case ofinstallations.
  11. 11. Target Markets:We provide our service offerings for a few targeted markets as the followings:TargetMarketsShoppersHouseholdsReal Estates EntertainmentsDevelopersCorporates andOffices
  12. 12. Situation AnalysisSWOT Analysis:Strength:a) First moverb) Working for societyc) Initiative to reduce greenhouse effectd) Sustainable ―State of Art‖ technologye) Innovative idea, design, and architecturef) Customized pricing and planningg) Wide varieties of concepts, designs, and architectural frameworksWeakness:a) Lack of awarenessb) Lack social awarenessc) Lack of Govt. supportOpportunity:a) Large number of real estate firmb) Increasing demandc) Technological advancement
  13. 13. Threat:a) Competition in such industryb) Competitive threatc) Making eco idea feasible for customerCompetition Analysis:• Real estate• Housing• Developers• Architecture consultancy firmServices Offering:We provide different services like apartment design, furnishing, real estate architecture planning,energy installation, store shop design, logistics supply will be provided to vendors according totheir requirements.We promise that we stake our claim on providing: Eco Homes: Energy efficient and customized to your site Unique Designs: Customized to your lifestyle and needs Personalized Service: A one-on-one approach with our valued clients Savings in Your Pocket: Our innovative designs will save you money and save theenvironment.
  14. 14. We Design: New homes Renovations Townhouses Apartments Entertainment Areas Pools Interior Design Industrial CommercialOur Services: Needs Analysis 3D Modeling Concept Design Schematic Design Construction Documentation Contract Administration Project Management Specifications/Schedules
  15. 15. Distribution:Our Services Design Process:Depending on your project and requirements, we offer all design stages from a full servicepackage for large projects or just one or two design stages for small projects. Our Design Stageswe offer include:1. Preliminary Meeting:We come to you at your home or another location convenientwith you for an obligation free preliminary meeting. Thisprovides you with an overview of what the design process andstages consist of, our business and the services we offer. Themeeting provides us the opportunity to discuss with you your: Lifestyle Requirements and aspirations for your home Budget Site conditions2. Concept Design:We begin with some design sketches and producepreliminary drawings for you including: An environmental analysis of your site in terms ofwhat shape of floor plan and orientation would bestsuit your site. Preliminary sketch floor plans
  16. 16.  A 3D black and white perspective sketch Exemplar images of what your home could look likeFinally, we present this package to you at our next meeting.3. Schematic Design:The design is developed further with additional drawingsproduced so that we can obtain a quote from a builder/s forpreliminary pricing to ensure we meet your budgetaryrequirements. We also obtain a soils test and survey plan. Thedrawings include: Site plan Floor plans Elevations Sections 2 x 3d black and white sketches4. Construction Documentation:We ensure you are 100% happy with the design before webegin full construction documentation. This includes a fullset of drawings and schedules for a builder to accuratelyprice and construct your home. We also project manageother consultancies and obtain a full set of engineeringdrawings as well as all building approvals.
  17. 17. 5. Contract Admin:This stage is very important during the construction of yournew home or renovation. We need to ensure that what wehave drawn is what the builder constructs. This stageincludes: Providing advice to the builder during construction On-site meetings with the client and builder duringconstruction Preparing any additional drawings and amendments required for variations.Service Design Considerations:Designing a stand-alone PV system differs substantially from designing a batteryless grid-directsystem. Instead of meeting the home‘s annual demand, a stand-alone system must be able tomeet energy requirements every day of the year. The PV system must be able to keep the batterybank charged—or include a generator for backup—because once the last amp-hour is drawn, thelights go out (see ―Backup Generators‖ sidebar).Efficiency first: This long-standing mantra for PV system design still holds true and is especiallyimportant for off-grid systems. Using energy efficiently should always be a prerequisite toenergy design and production. Every $1 spent on energy efficiency is estimated to save between$3 and $5 on PV system costs. As a system designer, it‘s virtually impossible to mandate wiseenergy use by the end user, but we can specify efficient appliances, such as Energy Starrefrigerators and clothes washers, and strategies, such as shifting loads to non-electric sourcesduring times of low solar isolation.Energy Consumption and the Solar Resource: Carefully comparing the home‘s daily andseasonal energy usage with the daily and seasonal availability of the sun will help prevent energyproduction shortages. This important step involves a careful analysis of the home‘s changingseasonal load profile and the corresponding solar resource throughout the year. Paramount to this
  18. 18. analysis is the presence or absence of a backup charging source, such as a generator. If a backupcharging source is not incorporated, the designer should choose as the design target the time ofyear when energy consumption is expected to be highest and the solar resource at its lowest—usually during the depths of winter.Without a backup generator, a PV system must produce every watt-hour required, at all times ofthe year. This is often a tall task during the winter months and typically results in a costly systemthat is oversized for the rest of the year. For this reason, stand-alone systems without a backupcharging source are often limited to smaller, nonresidence applications, such as seasonal cabins.For systems with a backup charging source, more design flexibility means designers can useaverage consumption numbers and peak sun-hour values. For example, they can choose to sizethe system at a time of year when energy consumption is not at its highest or lowest, but in themiddle—say, a typical day in the fall or spring. In addition, they might use the specific location‘saverage solar resource. Using the average for both consumption and sun-hours will strike a goodbalance between an affordable array size and generator run time. If minimal generator run time isPassive Solar Home Design Services:Passive solar design can make a home more comfortable in every season. The winter sun canwarm a home´s interior, while simple shading and thermal mass strategies can prevent summeroverheating. Consider these best design bets.1) Site Right: To maximize winter sun and summer shade, orient the home´s south face to within10 degrees of true south. Even though orienting the house 30 degrees from true south reduceswinter solar gain by only 13 percent, the cooling penalty can be greater. Homes facing from 30to 45 degrees east or west of south may need longer roof overhangs. This is especially true if thehome´s orientation favors the west, because overhangs quickly become much less effective as thehot western sun, low in the sky, strikes the house. In most locations, a slight orientation to theeast is desirable to increase winter morning sun and decrease summer afternoon sun.
  19. 19. 2) Proper Window Selection & Placement: Heat from the sun entering south-facing windows anddoors with glass can provide between 20% and 80% of the heat required to keep a house warm inwinter.South-facing glass should equal at least 5% and usually no greater than 12% of the conditionedsquare footage of the house. Place just enough windows on the north, east, and west walls tobalance interior light levels, capture any views, create an attractive house, and allow for naturalcooling. Limit the use of skylights, substituting sun tubes (also known as tubular skylights) ininterior rooms without windows, which let in some light, but less heat.For passive solar space heating, south-facing windows should have a high SHGC (at least 0.52)to maximize the amount of the sun´s heat that passes through the glass. A window with a SHGCof 0.33 lets in only 33% of the sun´s heat energy. Alternatively, install clear (uncoated) double-paned glass and use insulated blinds at night to minimize heat loss. Alternatively, triple-panedclear glass will let in a large amount of sun while limiting heat loss.3) Seek Summertime Shade/Passive Cooling: Overhangs, awnings, and porches can shadewindows in certain seasons and prevent the home from overheating. For cold climates, designoverhangs for a long season of full sun striking the south glass. Overhangs and shading devicesshould shade south-facing windows during the summer months, and allow full sun on windowsduring the wintertime. For hot climates, design overhangs for a long season of full shade on thesouth glass.South window overhangs should be sized for the height of the windows, wall height, and theconstruction detail of where the roof meets the wall. West and east windows require much longeroverhangs, and these windows are best shaded by other methods, such as porches or trees.Computer simulation software, such as the shareware at Sustainable by Design, and especiallythe online Overhang Design Tool, can make sizing overhangs a snap if you, your builder, ordesign professional understand roof/wall construction details.4) Make It Massive: Materials with high thermal mass, such as brick, stone, ceramic tile, andconcrete, absorb direct solar gain in the winter and indirect heat during the summer. Although itis best to locate thermal mass in the path of direct sunlight, other mass in contact with thematerial that receives direct solar gain can serve the same function. Including thermal mass is
  20. 20. especially important for homes with glass above 7% of the home´s square footage. Locate themass as close to south-facing windows as possible. Strive for a minimum of 2 inches (and amaximum of 4 inches) of thermal mass. Less than 2 inches does not store sufficient heat andmore than 4 inches can absorb so much heat that it will be too slowly released. The maximumamount of floor mass area that should be used is 1.5 times the south-facing window area, sincethe sun cannot hit large areas all at once.For cost effectiveness, use concrete, concrete masonry, and earthen plasters as thermal mass.Slab-on-grade construction, where a concrete floor is poured over insulation, can economicallycombine the foundation with a heat-absorbing floor. ICF (insulating concrete form) foundations,which sandwich concrete between expanded polystyrene foam panels, are very compatible withcold-climate slabs, even when the upper part of the house is framed with studs.5) Take Advantage of Natural Light: Day lighting in homes is typically accomplished usingwindows, translucent doors, skylights, light pipes (tubular skylights), and clerestories. Usingsunlight in your home can decrease heating and cooling loads through passive solar designtechniques, as well as eliminate most lighting needs during the day.Designing a daylit home can be very simple. In most regions, provide a long south wall ofwindows and locate the main living spaces along the south side to take advantage of direct solargain in the wintertime. In the summer, adequately deep, fixed overhangs will block heat gain butstill allow indirect light to enter the windows.Making Home Water-Smart: Whether you‘re on- or off-grid, household water-saving strategiesare a smart idea, both from a resource- and energy-savings standpoint. According to the U.S.Environmental Protection Agency (EPA), ―The average household spends as much as $500 peryear on water and sewer bills‖. By changing the way water is used, the EPA estimates that theaverage household could whittle their water expenses by about 30%. The EPA says that if water-saving appliances were used in every household, ―more than 3 trillion gallons of water and morethan $18 billion per year‖ would be saved. The benefits are wide-reaching—when individualhouseholds use water more efficiently, the need for establishing new water-supply infrastructureand wastewater treatment facilities is reduced. While those not on community water or sewersystems won‘t necessarily reap these cash savings directly, they will benefit by decreasing their
  21. 21. well-pump run time, saving equipment wear and tear, and helping extend equipment life.According to the American Water Works Association, the average U.S. household uses 127,400gallons of water per year. But where is all this water going? A significant portion—69.3 gallonsper person, per day—is used indoors.Flushing Toilets: Toilets are the largest water-wasters inside most homes, accounting for about25% of the daily indoor water use. . Today, you can do even better—dual-flush units let youselect how much water to use, usually 0.8 gpf or 1.6 gpf. . Composting toilets are the most water-efficient of all, since they use no water. They typically consist of a standard seat that empties intoa chamber. ―Deposits‖ are usually covered with peat moss, coconut husks, or sawdust tostymie odors and aid in composting. Once full, the chamber contents can be emptied into aseparate, outdoor composting bin or buried around vegetation.Washing Clothes: After toilets, washing clothes consumes the most water in a typical household.This is mostly due to older vertical-axis machines (commonly known as ―top loaders‖), whichmay use 35% to 50% more water than newer horizontal-axis machines. If your machine is 10years or older, you may want to consider replacing it for both water and energy savings. Choosea model with a high modified energy factor (MEF) and a low water factor (WF).Showerheads: For maximum water efficiency, select a showerhead with a flow rate of less than2.5 gpm. Two basic types of low-flow showerheads are available: aerating, which mixes air withwater; and laminar-flow, which forms individual streams of water. Laminar-flow showerheadsput less moisture into the air compared to aerating ones. Consider replacing showerheads that aremore than 9 years old—before the water-saving standards went into effect.Faucets: Low-flow faucets designed to federal standards may use sensors, as well as aerators, toreduce water consumption. For households, one of the newest innovations is the touch faucet,which allows users to control flow and operation with a quick touch of the faucet. Fixtureretrofits include simple and inexpensive aerators, which screw into the end of the faucet. At $5 to$10, they are an easy, quick retrofit that offers a quick payback.Find & Fix Leaks: Studies have shown homes can waste more than 10% due to leaks, whichcosts both you and the environment. Leaky toilets can account for 95% of all water waste.
  22. 22. Defective float arms and flapper valves are common causes of toilet leaks. A worn seat washermay be the cause of a dripping faucet.Outdoor Uses: Most household water use—about 30%—occurs outside the home, and goestoward watering lawns, landscape plantings, and gardens. Avoid sprinklers and overheadwatering systems—they are big water wasters, losing a lot of water to evaporation. If you havean irrigation system, check it thoroughly before putting it back in business. It‘s estimated that,with regular maintenance, watering waste due to irrigation systems could be reduced by about15%. Consider replacing grass with drought-tolerant and native plants. Once they areestablished, they‘ll need little watering beyond normal rainfall.Saving the Rain: Beyond water conservation, consider water harvesting strategies—ways to keepwater on-site and reduce stormwater runoff. Rain barrels, which connect to the downspouts ofyour home, are some of the simplest (and least expensive) rainwater-saving devices. Most barrelsare designed to hold 40 to 75 gallons, and prices usually start at $50.Reuse: Graywater (or greywater) is water discharged from bathroom showers and sinks, washingmachines, and kitchen sinks. In some areas, this water is permitted to be conveyed separatelyfrom toilet water (blackwater), and can be used in the landscape. If you compost your foodscraps, don‘t use a garbage disposal, and avoid chlorine and other harsh chemicals, you cansafely reuse all of your graywater.
  23. 23. Marketing StrategySegmentation:Attractiveness of a Market Segment:We consider these factors evaluating the attractiveness of a market segment: Size of the segment (Number of customer/Number of units). Growth rate of the Segment. Competition in the segment. Brand loyalty of customers in the segment. Attainable market share given promotional budget & competitors expenditures. Required market share to break even. Sales potential for our company in the segment. Expected profit margins in the segment.Suitability of Market Segments of our Firm:Market segments also should be evaluated according to how we fit our firm‘s objectives,resources, & capabilities. Some aspects of fit include: We offer superior value for the customers in the segment. The impact of serving the segment on our firm‘s image. Access to distribution channels required to serve the segment. Our resource vs. capital investment required to serve the segment.Market Segmentation of our service:We choose demographic variables to segment our service because it is the most popular bases forsegmenting customer groups. Customer needs, wants, & usage rates often vary closely with
  24. 24. demographic variables. Demographic variables are easier to measure than most other types ofvariables. It is mainly based on variables such as age, gender, family size, family life cycle,income, occupation, education, religion, race, generation, & nationality.Demographic variables mainly focus on those factors-a) Age & Life cycle stage-Consumer needs & wants change with age. We use age & life cycle segmentation offeringdifferent services or different marketing approaches for different age & life cycle groups. Forexp- We decorate & design child hospital that attracts children most & they don‘t think thatit‘s a hospital they also feel charm when they go there. For middle income people we built small budget home in reasonable expense.
  25. 25.  We decorate different universities classroom, seminar room, conference room,auditorium with well furnished equipment.b) Income-Dividing a market into different income groups we target affluent consumers for providingexpensive service. For exp- We decorate apartment with luxurious equipment. We also provide renowned hotels their required interior design service that will helpfulfor attracting affluent customers.
  26. 26.  We also decorate eye wear store for expensive customers.Others:These are the segmentation criteria of our services. There are also some more criteria that includethe segmentation.
  27. 27. Targeting:Elaborated Target Market of Our Service:Our main target market is mainly urban people they are Real estate Company. Different office and head office of international companies country office like worldbank, US embassy etc. Prominent hospital Clothing store. Amazing hair salon. Different office & Bank. Household equipment. Bridal store. Coffee shop. Hotel & Restaurant. University. Mills & Industry. Furniture shop. Chocolate shop. Solar powered Mobile home
  28. 28. Selecting Target Market Strategy: After evaluating different segments we must decide which & how many segments it willtarget. A target market consists of a set of buyers who share common needs orcharacteristics that we decide to serve. We select Single Segment Strategy that is also known as concentrated strategy. Onemarket segment (not the entire market) is served with one marketing mix. A singlesegment approach often is the strategy of choice for smaller companies with limitedresources. Two important factors we consider here when selecting a target market segment are theattractiveness of the segment & the fit between the segment & the firm‘s objectives,resources, & capabilities.Positioning:Positioning Strategy:―A business must set itself apart from its competition. To be successful it must identify andpromote itself as the best provider of attributes that are important to target customers.‖~ George S. DayA marketing strategy that aims to make a brand occupy a distinct position, relative to competingbrands, in the mind of the customer. Companies apply this strategy either by emphasizing thedistinguishing features of their brand (what it is, what it does and how, etc.) or they may try tocreate a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end,etc.) through advertising. Once a brand is positioned, it is very difficult to reposition it withoutdestroying its credibility.
  29. 29. Developing and Communicating A Positioning Strategy:All marketing strategy is built on STP-Segmentation, Targeting, and Positioning. A companythat discovers different needs and groups in the marketplace, targets those needs and groups thatit can satisfy in a superior way, and then positions its offering so that the target marketrecognizes the company‘s distinctive offering and image. If a company does a poor job ofpositioning, the market will be confused. If a company does an excellent job of positioning thenit can work out the rest of its marketing planning and differentiation from its positioning strategy.The result of positioning is the successful creation of a customer-focused value proposition, acogent reason why the target market should buy the product.Positioning requires that similarities and differences between brands be defined andcommunicated. Specifically, deciding on a positioning requires determining a frame of referenceby identifying the target market and the competition, and identifying the ideal points-of-parityand points-of-difference brand associations. Competitive Frame Of Reference:Competitive frame of reference for a brand positioning is determining category membership-theproducts or sets of products or services with which a brand competes and which function as closesubstitutes.
  30. 30. Target market decisions are often a key determinant of the competitive frame of reference.Deciding to target a certain type of consumer can define the nature of competition becausecertain firms have decided to target that segment in the past or plan to do so in the future, orconsumers in that segment already may look to certain brands in their purchase decisions.Determining the proper competitive frame of reference requires understanding consumerbehavior and the consideration sets consumers use in making brand choices. Point-of- Difference and Point-of-Parity:With points-of difference (POD), the brand must demonstrate clear superiority. In case of ourservice, the superiority is based on environmental sustainability.Points-of-parity (POP), associations those are not necessarily unique to the brand. Two basicforms are: category and competitive. In case of our service, POP is idea, design and architectureof services.We can communicate this Pod and POP to customers through the use of certain promotionaltools. In this case: Advertising can play a major role in communicating and spreading the similarities anddifferences included in the offering. Trade shows Personal contact with the customer(personal selling) Internet web strategy.Brand Positioning Process:Effective Brand Positioning is contingent upon identifying and communicating a brandsuniqueness, differentiation and verifiable value. Generally, the brand positioning processinvolves:
  31. 31. 1. Identifying the businesss direct competition (could include players that offer similarservice amongst a larger portfolio of solutions)2. Understanding how each competitor is positioning their business today (e.g. claiming tobe the fastest, cheapest, largest, the #1 provider, etc.)3. Documenting the providers own positioning as it exists today (may not exist if startupbusiness)4. Comparing the companys positioning to its competitors to identify viable areas fordifferentiation5. Developing a distinctive, differentiating and value-based positioning concept6. Creating a positioning statement with key messages and customer value propositions tobe used for communications development across the variety of target audience touchpoints (advertising, media, PR, website, etc.)Positioning Concepts:More generally, there are three types of positioning concepts:1. Functional Positions: Solve problems Provide benefits to customers Get favorable perception2. Symbolic positions Self-image enhancement Ego identification Belongingness and social meaningfulness Affective fulfillment
  32. 32. 3. Experiential positions Provide sensory stimulation Provide cognitive stimulationOur services positioning is basically functional positioning. It solves the problem ofenvironmental related concerns. Provide benefits to customers as well as society. And in turn getfavorable perception.Positioning Strategies:Positioning strategies can be conceived and developed in a variety of ways. It can be derivedfrom the object attributes, competition, application, the types of consumers involved, or thecharacteristics of the product class. All these attributes represent a different approach indeveloping positioning strategies, even though all of them have the common objective ofprojecting a favorable image in the minds of the consumers or audience. There are sevenapproaches to positioning strategies:(1) Using Product characteristics or Customer Benefits as a positioning strategy:this strategy basically focuses upon the characteristics of the product or customer benefits.(2) Pricing as a positioning strategy - Quality Approach or Positioning by Price-Quality(3) Positioning strategy based on Use or Application such type of positioning is done deliberatelyto expand the brand‘s market. If you are introducing new uses of the product that willautomatically expand the brand‘s market.(4) Positioning strategy based on Product Process – Another positioning approach is to associatethe product with its users or a class of users.(5) Positioning strategy based on Product Class - In some product class we have to make surecritical positioning decisions For example, freeze dried coffee needed to positions itself withrespect to regular and instant coffee and similarly in case of dried milk makers came out withinstant breakfast positioned as a breakfast substitute and virtually identical product positioned asa dietary meal substitute.
  33. 33. (6) Positioning strategy based on Cultural Symbols - In today‘s world many advertisers are usingdeeply entrenched cultural symbols to differentiate their brands from that of competitors. Theessential task is to identify something that is very meaningful to people that other competitors arenot using and associate this brand with that symbol.(7) Positioning strategy based on Competitors - In this type of positioning strategies, an implicitor explicit frame of reference is one or more competitors. In some cases, reference competitor(s)can be the dominant aspect of the positioning strategies of the firm, the firm either uses the sameof similar positioning strategies as used by the competitors or the advertiser uses a new strategytaking the competitors‘ strategy as the base.In case of our service, we will use the positioning strategy based on characteristics of ourofferings as the main focus is on sustainable eco-friendly system.as there many similar servicesin the competitive marketplace, so our product will be positioned based on the uniquecharacteristics it will provide, that is, sustainability and environment friendly ideas, designs andarchitecture. It will help us to position nicely on the customers mind as there is nowadays a geatconcern regarding environment friendly products and services.
  34. 34. Developing a Positioning strategy:This company must see its task as that of converting an ―undifferentiated offer‖ into a―differentiated offer‖. A difference is worth establishing to the extent that it satisfies thefollowing criteria: Important: it delivers high valued benefit to the buyers in the form of environmentalfriendly offerings. Distinctive: it offers in a more distinctive way. Communicable: the difference of this service is visible to buyers. Preemptive: cannot be easily copied by others. Affordable: buyers of this service will be able to pay the difference. Profitable: they will find it profitable to introduce the difference.
  35. 35. How Many Differences to Promote: It can be only one (single benefit positioning) It can be more than one benefitIn case of our service, we will focus on single benefit positioning, that is, Eco-friendly .There aremany services exist that provide the same service of developing ideas and designs andarchitecture. But our service will provide this service in a eco-friendly manner, that will benefitthe customer as well as the environment.Strategies:Traditional Marketing Mix:All elements within the control of the firm that communicate the firm‘s capabilities and image tocustomers or that influence customer satisfaction with the firm‘s product and services:1. Product2. Price3. Place4. Promotion
  36. 36. Product:The product of our service includes various objects and features that include; New homes Renovations Townhouses Apartments Entertainment Areas Pools Interior Design Industrial CommercialPlace:In case of Eco service design, place is also important consideration. It includes various things; Channel type Exposure Intermediaries Outlet location Transportation Storage Managing channel
  37. 37. Promotion:Promotion is very important for our service, because people are not much aware of our service.So a lot of think should be considered; such as Personal selling Advertising Sales promotion Publicity Internetweb strategyPrice:Pricing strategy for our service:According to one of the leading experts on pricing, most service organization use a ―naïve andunsophisticated approach to pricing without regard to underlying shifts in demand, the rate thesupply can be expanded, prices of available substitutes, consideration of the price-volumerelationship, or the availability of future substitutes.‖Before setting pricing strategy we want to summarize the pricing options for our service. And wewant to make clear why we choose this strategy.The pricing options for our service are shown graphically
  38. 38. Our service pricing strategy is Skimming pricing strategy. We are decided to follow our pricingstrategy as skimming strategy. The reason is that the strategy is unique and not available inBangladesh. When the service is new service company should choose skimming pricing strategy.The reasons why we choose skimming strategy are given below:1) To get the profit layer by layer as the service is new2) We have to expense lots of money for this strategy because sophisticated equipmentrequired for implementing the strategy.3) Our initial target customer for our service is upper class like World Bank office, USembassy, UK embassy etc, as they are upper class customer we follow skimming pricing.Pricing options for our serviceDiscountingpricingSynchroPricingPenetrationpricingOdd pricingPrestigepricing SkimmingpricingValuePricingMarketsegmentationpricingPricefamingPricebundling
  39. 39. Expanded Mix for the 7 P’s: Product Price Place Promotion People Process Physical Evidence
  40. 40. People: All human actors who play a part in service delivery and thus influence the buyersperceptions: namely the firm’s personnel, the customer, and other customers in the serviceenvironment.Factors to Consider Regarding People:Employees Recruiting Training Motivation Rewards TeamworkCustomers Education TrainingPhysical Evidence: The environment in which our service is delivered and where the firm andcustomer interact, and any tangible components that facilitate performance or communication ofthe service.Factors to Consider Regarding Physical Evidence: Facility Design. Equipment Signage Employee dress. Other tangibles:
  41. 41.  Reports. Business cards. Statements. Guarantees.Process: The actual procedures, mechanisms and flow of activities by which our service isdelivered- the service delivery and operating systems.Factors to Consider Regarding Process:Flow of activities: Standardized. CustomizedStrategic Timeline: We will introduce our services in January 2013. We will participate in Dhaka trade fair in 2013 to promote in our service. Nationwide campaign will be conducted from March to May to attract new customer. We will offer special package in this time and help organization to build awarenessamong customer. We will also use sells personnel and send them with special package offer to differentcorporate client. In Eid festival we will develop a bundle offer for household design and special discountfor loyal customers. Within June and July we will sign a special contractual agreement with real estate giantlike Bashundhara group, Rupayan, BDDL, pink city Assurance developer, Assetdeveloper etc. In August we will organize a roadshow to promote our service.
  42. 42. Marketing Research:By performing exploratory research we have found that people are more interested and eager tointroduction of such type of system. People become more surprised when they know such type ofpollution is being by existing Real Estate Company.In case of bringing sustainable eco ideas design and architecture system respondent attitude is:Yes58%No34%No comment8%Respondents attitude towardssustainable eco ideas
  43. 43. FinancialsBreakeven Analysis:A company has broken even when its total sales or revenues equal its total expenses. At thebreakeven point, no profit has been made, nor have any losses been incurred. This calculation iscritical for any business owner, because the breakeven point is the lower limit of profit whendetermining margins.Defining Costs:There are several types of costs to consider when conducting a breakeven analysis, so heres arefresher on the most relevant. Fixed costs: These are costs that are the same regardless of how many items you sell. Allstart-up costs, such as rent, insurance and computers, are considered fixed costs since youhave to make these outlays before you sell your first item. Variable costs: These are recurring costs that you absorb with each unit you sell. Forexample, if you were operating a greeting card store where you had to buy greeting cardsfrom a stationary company for $1 each, then that dollar represents a variable cost. Asyour business and sales grow, you can begin appropriating labor and other items asvariable costs if it makes sense for your industry.
  44. 44. The breakeven point in case of our company is shown in the following figure:
  45. 45. ControlsApplication:We will apply our strategies according the objectives and goals. Initially, we will apply ourstrategies in the product development strategies. Basically, we will target corporate clients. Thenit will spread to the introduction stages of our PLC.
  46. 46. References: www.google.com www.ecodesigngroup.com www.siemens.com Valarie A. Zeithanl & Mary Jo Bitner, ―Services Marketing‖, 4thedition Philip Kotler & Gary Armstrong, Marketing Management, 13thedition Philip Kotler & Gary Armstrong, Principle of Marketing, 13the edition

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