Marketing Plan Of Energypac Engineering Limited

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Strategic Marketing Plan

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Marketing Plan Of Energypac Engineering Limited

  1. 1. STRATEGIC MARKETING PLAN Developed By : Md. Mushfik Monjur
  2. 2. The Disintegration of Marketing Sales Sales Marketing Product/brand management Marketing services Advertising Sales promotion Event sponsorship Direct response Marketing public relations Up to 1970s 1980s 1990s 2000s
  3. 3. Marketing Objectives Target Market Critical Issues Expenses Budget By Type For Marketing Strategic Sales Plan SWOT Analysis Tips For Marketing Messaging Cost Effective Ways Keys To Success Promotional Strategies Strategies For The Upcoming Year Agenda
  4. 4. Databases and information technology SWOT analysis, Cross-functional organization (Monitoring and evaluating brand relationship Brand messages (strategic consistency of brand positioning big creative idea) Media-mass, niche, and interactive Advertising, Customer service,Direct response E-commerce events, Packaging, Personal selling, Public relation, Sales promotions, Sponsorships, Trade shows Brand relationship (Customer acquisition retention, growth) Sales, profits, and brand equity. Marketing Process Model
  5. 5. Market Analysis
  6. 6. Marketing Objectives
  7. 7. Market Structure
  8. 8. Market Position
  9. 9. <ul><li>Target Market </li></ul><ul><li>Private Sales : </li></ul><ul><li>- Industries </li></ul><ul><li>- Developers </li></ul><ul><li>- Building/Tower </li></ul><ul><li>- Contractor </li></ul><ul><li>- Steel Mill </li></ul><ul><li>- Small Gov’t Utilities </li></ul><ul><li>- Bank Project </li></ul><ul><li>- Others </li></ul><ul><li>2. Project Division : </li></ul><ul><li>- DESCO </li></ul><ul><li>- DESA </li></ul><ul><li>- PDB </li></ul><ul><li>- PGCB </li></ul><ul><li>- REB </li></ul><ul><li>- Upcoming Power Stations </li></ul>
  10. 10. Keys To Success <ul><li>Product Positioning Clear </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Sell The Company, Not The Product </li></ul><ul><li>Quality Services On Time </li></ul><ul><li>Develop A Follow Up Strategy </li></ul><ul><li>Maintain Quality Control & Assurance Policy </li></ul><ul><li>Treat Colleagues with Respect & Fairness. </li></ul><ul><li>“ The Customers Are The Business” </li></ul>
  11. 11. Critical Issues <ul><li>Tracking & Follow Up. </li></ul><ul><li>Can We Say No To Unprofitable Deals ? </li></ul><ul><li>Repeat Business. </li></ul><ul><li>Strategic Mix of Excellence In Delivery, Clear Communication of Promise & Scope & Follow Through. </li></ul><ul><li>Define Structured Sales Report. </li></ul><ul><li>Develop Proper Structured Employee Organ gram. </li></ul>
  12. 12. The Marketing Mix
  13. 13. Marketing
  14. 14. Market Led
  15. 15. Market Led <ul><li>Basic principles: </li></ul><ul><ul><li>The customer is king! </li></ul></ul><ul><ul><li>Customer service is paramount </li></ul></ul><ul><ul><li>Needs of consumers uppermost in new product development </li></ul></ul><ul><ul><li>Customer serviceability – being a ‘slave’ to the customer </li></ul></ul><ul><ul><li>Do not contemplate the cost of doing something to meet customer needs, contemplate the cost of not doing it! </li></ul></ul>
  16. 16. Guerrilla Marketing
  17. 17. Non-traditional Advertising Methods
  18. 18. Expenses Budget By Type For Marketing <ul><li>Type 2006 2007 </li></ul><ul><li>Promotion 35,000 300,000 </li></ul><ul><li>Catalogue 1,30,000 70,000 </li></ul><ul><li>Promo N/A 50,97,119 </li></ul><ul><li>Seminar 225,834 591,235 </li></ul><ul><li>Mailing/ Postage 150,690 180,518 </li></ul><ul><li>Advertisement 198,767 1055379 </li></ul>
  19. 19. 2006 2007
  20. 20. SWOT Analysis <ul><li>STRENGTHS : </li></ul><ul><li>- True Expertise. </li></ul><ul><li>- Locally Established Brand </li></ul><ul><li>WEAKNESSES : </li></ul><ul><li>- Structured Marketing. </li></ul><ul><li>OPPORTUNITIES : </li></ul><ul><li>- International Market Growth. </li></ul><ul><li>- Internet Growth. </li></ul><ul><li>- Website Develop. </li></ul><ul><li>THREATS : </li></ul><ul><li>- New Competitors. </li></ul>
  21. 21. Messaging <ul><li>We should Have A Strong Message </li></ul><ul><li>“ We Are Expert In This Topic” </li></ul>
  22. 22. Target Market Messaging <ul><li>Market Segments </li></ul><ul><li>Panel Builders --- Making mistakes will cost you much more than we do. </li></ul><ul><li>Steel Industries--- This is an investment in the future. </li></ul><ul><li>Textile & Spinning Industries--- How much does it cost to do it wrong? </li></ul>
  23. 23. Promotional Strategies <ul><li>Promotion : </li></ul><ul><li>- Awareness Generating Advertisement. </li></ul><ul><li>- Major Trade Shows. </li></ul><ul><li>- Analytical Sales Presentation. </li></ul><ul><li>- Multimedia Presentation on CD-ROM. </li></ul><ul><li>- Product Catalogue With Latest Articles. </li></ul><ul><li>Advertising : </li></ul><ul><li>- Word of Mouth. </li></ul>
  24. 24. Promotional Strategies <ul><li>Public Relations : </li></ul><ul><li>- Detailed Plan for Press Release & Events, Press Tours & Interviews. </li></ul><ul><li>Web Plan : </li></ul><ul><li>- Virtual Business Website & Portfolio. </li></ul><ul><li>- Past & Current Projects. </li></ul><ul><li>- Background of The Partner Consultants. </li></ul><ul><li>- Simple With Flash Technology </li></ul><ul><li>- Latest Trends In User Interface Design. </li></ul><ul><li>- Articles & Newsletter To Related High Tech </li></ul><ul><li>Products. </li></ul>
  25. 25. Promotional Strategies <ul><li>Website Marketing Strategy : </li></ul><ul><li>- Database Containing Market Research </li></ul><ul><li>Reports, Regular Contact With Email Notices. </li></ul><ul><li>Development Requirements : </li></ul><ul><li>- Website Through Specialist IT Operator </li></ul><ul><li>- Web Designer. </li></ul>
  26. 26. Promotional Strategies <ul><li>Advertising & Promotion Strategies : </li></ul><ul><li>- Rely On Publicity & Word of Mouth. </li></ul><ul><li>- Maintain High Standard of Professionalism. </li></ul><ul><li>- Uniforms To Sales Technicians. </li></ul><ul><li>- Prompt & Courteous Service. </li></ul><ul><li>- Well Trained & Well Paid Technicians. </li></ul><ul><li>- Billboards On Heavily Trafficked Area. </li></ul><ul><li>- Printed Brochures Description About Products. </li></ul>
  27. 27. Media Plan Timing / Sequencing Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Print Outdoors Events Publicity Online
  28. 28. Strategic Sales Plan <ul><li>Sales Strategy : </li></ul><ul><li>- Contacts Via Letters Followed By Phone </li></ul><ul><li>Calls. </li></ul><ul><li>- Approach to The Marketing/Sales </li></ul><ul><li>Manager. </li></ul><ul><li>- In House Training For Sales People. </li></ul><ul><li>- All Sales & Responsibilities To Sales </li></ul><ul><li>Managers. </li></ul><ul><li>- Customer Service Team Will Be Established. </li></ul>
  29. 29. Strategic Sales Plan <ul><li>Sales Tactics : </li></ul><ul><li>Commence Sales Efforts With Letters To 10 Prospects Per Week. </li></ul><ul><li>Use 2 Week Period To Follow Up With Phone Call. </li></ul><ul><li>Prepare Best Guess Time Line For Completion Of A Saleable Program. </li></ul><ul><li>Sales Manager Should Be Responsible. </li></ul>
  30. 30. Strategic Sales Plan <ul><li>Sales Plan : </li></ul><ul><li>First Listen & Then Sell. </li></ul><ul><li>Don’t Over promise. Just Offer True Expertise. </li></ul><ul><li>Repeat Business : Never Lose A client. </li></ul><ul><li>Under Promise & Over Deliver. </li></ul>
  31. 31. Tips For Marketing Our Business <ul><li>Focus On Core Competencies. </li></ul><ul><li>Develop A Clear & Concise Message. </li></ul><ul><li>Create Collateral Materials. </li></ul><ul><li>Join Networking Groups. </li></ul><ul><li>Network Everyday. </li></ul><ul><li>Leverage Our Current Customers. </li></ul><ul><li>Develop Alliance Partners. </li></ul>
  32. 32. Cost effective Ways To Grow Company <ul><li>Don’t Misrepresent Culture. </li></ul><ul><li>Learn The Rules Of Engagement. </li></ul><ul><li>Cross Pollinate Our Culture. </li></ul><ul><li>Be A Good Corporate Citizen. </li></ul><ul><li>Give Praise Where Praise Is Due. </li></ul><ul><li>Get Creative With Benefits. </li></ul><ul><li>Be Aware of changing Needs Of employees. </li></ul><ul><li>Great Employees Thrive Under Great </li></ul><ul><li>Leaders. </li></ul><ul><li>Use Internship & Mentoring Programs. </li></ul>
  33. 33. Strategies For The Upcoming Year <ul><li>Focus On Our Ideal Customers. </li></ul><ul><li>Define Our Personal Value Proposition. </li></ul><ul><li>Turn Our Clients Into Our Sales Force. </li></ul><ul><li>Build High Power Allies. </li></ul><ul><li>Become A Celebrated Expert. </li></ul><ul><li>Build Personal Direct Marketing Engine. </li></ul>
  34. 34. EEL Effectiveness Evaluation <ul><li>Marketing : </li></ul><ul><li>Our marketing message addresses our target market and their interests directly ? </li></ul><ul><li>Our marketing message is consistent across all mediums that we use ? </li></ul><ul><li>All of our marketing tells the prospect exactly what to do next in making contact with us ? </li></ul><ul><li>We track all leads, and know exactly what marketing medium brought the prospect into contact with us ? </li></ul><ul><li>Our marketing message is dramatically different from our competitors ? </li></ul><ul><li>We are constantly looking for new ways to provide additional products and services to our target market ? </li></ul><ul><li>We maintain a current database of current and potential customers ? </li></ul><ul><li>We use strategies such as guarantees and testimonials to enhance our marketing message in all communications ? </li></ul><ul><li>We communicate with past customers on a regular basis to ensure that they come back again and again ? </li></ul>
  35. 35. EEL Effectiveness Evaluation <ul><li>Sales : </li></ul><ul><li>We use scripts in all of our initial contacts with potential customers (Phone/Face-to-Face/Walk-in/Internet, etc.) ? </li></ul><ul><li>We measure all of the variables of our sales process, including such things as Average number of appointments before the sale, the conversion rate (prospect to client), sales cycle, etc ? </li></ul><ul><li>We have a proven, defined, and written sales system ? </li></ul><ul><li>We provide our sales team with effective tools to help them to convert prospects more effectively (demonstrations, samples, etc.) ? </li></ul><ul><li>Our sales staff has regular, formal training on both product knowledge and sales skills ? </li></ul><ul><li>We use the most current technology to track the sales team's activity, such as appointments, prospect lists, etc ? </li></ul><ul><li>We motivate our sales team effectively using time-tested motivational techniques ? </li></ul><ul><li>We follow up with prospects who didn't buy from us to find out why ? </li></ul><ul><li>We have regular sales meetings ? </li></ul><ul><li>Our sales team has a terrific relationship with all of the other departments ? </li></ul>
  36. 36. EEL Effectiveness Evaluation <ul><li>Human Resource : </li></ul><ul><li>We have an effective and formalized hiring system ? </li></ul><ul><li>Our new hires are effectively trained in a systemized process ? </li></ul><ul><li>All new employees read and understand the rules and procedures usually found in Our employees are highly motivated ? </li></ul><ul><li>We provide timely feedback to employees on their performance, and provide formal Evaluations on a regular basis ? </li></ul><ul><li>We have regular staff meetings, and we stick to a prepared agenda ? </li></ul><ul><li>Our company-wide communication is excellent ? </li></ul><ul><li>We have written job descriptions for every position ? </li></ul><ul><li>We provide an atmosphere where our employees love coming to work ? </li></ul>
  37. 37. Network Model Engineering Service Uncontrollable Factors Target Market About the Service ( EEL ) Product Engineering Seven Parameter D ifferentiat e Blue Ocean Brand Sense Brand Elements Name Term Logo Slogan Pricing & Quality Distribution IMC Secondary Brand Association Checklist Energypac Engineering Limited 24.0Network Model
  38. 38. THANK YOU

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