SlideShare a Scribd company logo
“Ohm will create a more viable future transitioning the market
from the gasoline-powered cars to the plug-in electric car.”
Problem Statement
market consumer Environment
Value Proposition
OHM
Decrease dependency
to oil
More leg and head
space
Safety and security
Lower carbon pollution
to the environment
Environment
Factors necessitating the manufacture of Ohm:
Many pieces of legislation in the past offer incentives to manufacture
EV.
Tax incentives by the State and local government.
3% increase in sales volume new vehicles are EV & projected to 7% by
2020.
Target Market
Target market 1 Middle-class families
Target market 2 Individual who want to go green and conserve
the environment
Target market 3 Technologically perceptive customers
Marketing Objective
Main goal Specific marketing objective
Increase sales Increase market sales over our website by 250% by 1st January
2017.
Improve customer
retention
Increase revisit of the current social sites and company’s
website by 70% by the end of 30th May 2017.
Improve brand
awareness
Increase social media page visits from the current 174 to 1000
visitors per week.
Reduce overall cost Reduce paper work by 50% and digitize procedures in the
same ratio by 1st November 2016.
Reduce phone calls minutes allocated to sales representatives
by 10% in the financial year 2016 – 2017.
Market Mix
Promotion
Web (main form of communication) - Content comprising of
software updates, new offering, product & service
improvements
Sample cars is showcased in shopping malls with high middle-
class family traffic
We are focusing on publicity rather than advertising as the car
is futuristic and we need to excite potential buyers
Place
US car dealers will have to wait for 6 months after
the launch of Ohm to receive the car for
distribution.
Customers are allowed to preorder and specify
modification they would like.
Product
Body is made of lightweight carbon fiber
Charging is via the normal existing wall outlets
Impressive entertainment system and safety
features
8 year limited warranty on unlimited mileage
Price
There is favorable tax credits in California.
US government provides numerous tax cuts of
$3750 for buying Ohm making the price offer at
$31785.
Marketing Organization
Direct interaction with the
customers
Monitor competitors sales
& marketing activities
Give regular updates to
the Board of Directors
Create/improve the CRM
Marketing
Director
Sales Manager
Sales
Representatives
Evaluation & Control
• The marketing director will come up with standard reporting template
used by sale manager for data entry.
• The planned objective set by marketing director detailing timelines,
human resource, and finance requirement.
• Evaluation on the actual performance of the marketing plan against
planned objectives to check the efficiency of the plan will be done
quarterly.
• The marketing director will report on all financial activities under the
marketing department to the Board of Directors.
Funding
$ 60,000
40% of the promotional budget to
research and customer survey in the
coming financial year.
23.11% market risk adjustment.

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Hypothetical market plan

  • 1. “Ohm will create a more viable future transitioning the market from the gasoline-powered cars to the plug-in electric car.”
  • 3. Value Proposition OHM Decrease dependency to oil More leg and head space Safety and security Lower carbon pollution to the environment
  • 4. Environment Factors necessitating the manufacture of Ohm: Many pieces of legislation in the past offer incentives to manufacture EV. Tax incentives by the State and local government. 3% increase in sales volume new vehicles are EV & projected to 7% by 2020.
  • 5. Target Market Target market 1 Middle-class families Target market 2 Individual who want to go green and conserve the environment Target market 3 Technologically perceptive customers
  • 6. Marketing Objective Main goal Specific marketing objective Increase sales Increase market sales over our website by 250% by 1st January 2017. Improve customer retention Increase revisit of the current social sites and company’s website by 70% by the end of 30th May 2017. Improve brand awareness Increase social media page visits from the current 174 to 1000 visitors per week. Reduce overall cost Reduce paper work by 50% and digitize procedures in the same ratio by 1st November 2016. Reduce phone calls minutes allocated to sales representatives by 10% in the financial year 2016 – 2017.
  • 7. Market Mix Promotion Web (main form of communication) - Content comprising of software updates, new offering, product & service improvements Sample cars is showcased in shopping malls with high middle- class family traffic We are focusing on publicity rather than advertising as the car is futuristic and we need to excite potential buyers Place US car dealers will have to wait for 6 months after the launch of Ohm to receive the car for distribution. Customers are allowed to preorder and specify modification they would like. Product Body is made of lightweight carbon fiber Charging is via the normal existing wall outlets Impressive entertainment system and safety features 8 year limited warranty on unlimited mileage Price There is favorable tax credits in California. US government provides numerous tax cuts of $3750 for buying Ohm making the price offer at $31785.
  • 8. Marketing Organization Direct interaction with the customers Monitor competitors sales & marketing activities Give regular updates to the Board of Directors Create/improve the CRM Marketing Director Sales Manager Sales Representatives
  • 9. Evaluation & Control • The marketing director will come up with standard reporting template used by sale manager for data entry. • The planned objective set by marketing director detailing timelines, human resource, and finance requirement. • Evaluation on the actual performance of the marketing plan against planned objectives to check the efficiency of the plan will be done quarterly. • The marketing director will report on all financial activities under the marketing department to the Board of Directors.
  • 10. Funding $ 60,000 40% of the promotional budget to research and customer survey in the coming financial year. 23.11% market risk adjustment.

Editor's Notes

  1. The oil market is characterized by fluctuations in the world’s oil prices and supply, and national security threats causing strains to many family budgets. A majority of the cars and trucks on the United States roads use oil which amounts to near total dependency. Furthermore, the environment is heavy polluted amounting to environmental degradation.
  2. Transitioning the market from the gasoline-powered cars to the plug-in electric car.
  3. Examples of legislation are the 1990 Clean Air Act Amendment and the 1992 Energy Policy Act Mission statement: “Ohm will create a more viable future transitioning the market from the gasoline-powered cars to the plug-in electric car.”
  4. Target 1: These group of individual are conscious of safety and security. Target 2: These are individual who are sensitive to the conditions of the environment. Target 3: The car is fully electric fitted with many electronic gadgets in its interior that adopt the latest technological advances in the automotive industry and these features will appeal to them.
  5. Increase sales will ensure increase shareholder’s return on investment.
  6. Charging takes 6 hours Web marketing employed is not only reaching a wide audience but also saving cost making it the most effective channel currently being used by the manufacturer. Experienced customer service representatives stationed where the Ohm cars are showcased, explain in details the car’s functionalities, features and promotional offers to the public.
  7. Sale manager: Report to the marketing director In charge of a single state Sale representatives: Provide assistance and detailed explanation on the features of the Ohm
  8. The marketing director will do a quarterly evaluation of any change in the promotional plan, and then compared the changes in the gross income for the same period under investigation.
  9. We are promising a Return on marketing investment (ROMI) of 8%. The figure was arrived at by considering the contribution of profit attributable to marketing, divided by the marketing amount risked. ROMI is not like return-on-investment (ROI) because marketing is not the same kind of investment.