A Marketing Plan on GREEN Furniture Ltd: A Furniture Made of Bamboo Clamps.

1. WELCOME
TO
OUR PRESENTATION

2. PRESENTED
TO :
Saima Akhter
Lecturer
Department Of Marketing
University Of Barisal

3. PRESENTED
BY
BLOOMS BURY GROUP

4. GROUP PROFILE
SL NO Name of Group Members ID No.
01 RABIUL KHAN 14 MKT 004
02 MST. ROKSANA KHATUN 14 MKT 053
03 MITHUN SARDAR 14 MKT 059
04 MALIHA AKHTER 14 MKT 065
05 UMMEY SUMAIYA POROMA 14 MKT 069

5. A Marketing Plan on GREEN
Furniture Ltd: A Furniture
Made of Bamboo Clamps

6. ABOUT OUR COMPANY
 The name of our company is GREEN Furniture Ltd.
 It is going to launch its products in rural market of Khulna and Jashore district.
 Our slogan is “Enjoy your comfort, within your wallet”
Our furniture are made of clamps of Bamboo trees so it will be completely
innovative product in Bangladesh.
 Our target customers are rural people of Bangladesh who can easily afford quality
product with low price.

7. ABOUT OUR COMPANY
 Our production plant situated in Jashore because of high availability of raw material
and low cost labor.
 To serve better we have divided our operation zone into 8 areas with three outlets in
each zone.
 Primarily we are targeted to sell five types of furniture and have intention to
increase the types gradually.
 We have targeted to achieve break-even point in the third year.

8. OVERVIEW OF OUR PRODUCTS
FEATURES
 Innovativeness
 Environment Friendly
 Affordability
 Quality & Longevity

9. SITUATION ANALYSIS
POLITICALANALYSIS:
 Political Unrest
 Corruption
 Government Role
ECONOMIC FACTOR:
 Economic factor is vital concern for
GREEN Furniture because of furniture is a
secondary/optional need for consumers .
 In a recessive economy, demand for
furniture may fall significantly.

10. SITUATION ANALYSIS
SOCIO-CULTURAL FACTOR
 Socio-cultural factors prevailing in Bangladesh are
in favor of development of furniture industry.
 Now-a-days, aside urban consumers also prefer
readymade brand furniture.
TECHNOLOGICAL FACTOR
 we are using productive workers and basic
equipment to produce our product in the initial stage.
 For that reason, the effect of technological factor in
less on our business

11. RABIUL KHAN
14MKT004

12. SWOT ANALYSIS OF GREEN
FURNITURE
Strength
 Excellent geographical coverage across Khulna
and Jashore districts .
 Strong and productive man power.
 Skilled management body.
 Environment friendly products.
Weakness
 Completely new product in the market.
 No implementation of modern technology.

13. SWOT ANALYSIS OF GREEN
FURNITURE
Opportunity
 Trends towards productive environment.
 Availability and low cost of raw materials.
 Availability of low cost of labor.
Threats
 Trends towards believe in unbranded
wooden product.
 Making rural people used to with Bamboo
furniture.

14. OBJECTIVES
First-year objectives
 To achieve unit sales volume of 20500
 To gain 70 % media coverage
Second-year objectives
 To achieve unit sales volume of 40,000
 To gain at least 80 % media coverage
Third-year objectives
 To achieve unit sales volume of 67580
 To reach break-even point
 To gain 100 % media coverage

15. MARKETING STRATEGY
SEGMENTATION
GEOGRAPHIC BASED SEGMENTATION
Our operational zone is divided into 8 Upazila of Khulna and Jashore district.
Khulna districts targeted zone:
 Dumuria Upazila
 Koyra Upazila
 Paikgachha Upazila
 Trokhada Upazila
Jashore districts targeted zone:
Manirampur Upazila
Keshabpur Upazila
Chaugachha Upazila
Jhikargacha Upazila

16. MARKETING STRATEGY
INCOME BASED SEGMENTS AND NEEDS OF RURAL PEOPLE
Income Class Needs
Medium Income They are moderate and want to adopt new products.
Low Income They usually consume low cost products or daily
necessaries.
PERSONALITY BASED SEGMENT AND NEEDS OF RURAL PEOPLE
Class Needs
Moderate They value innovative products.
Low Self Esteem They usually consume daily necessaries and want quality
product at a low cost.

17. MST. ROKSANA KHATUN
14 MKT 053

18. MARKETING STRATEGY
TARGETING
 The target market for GREEN Furniture are rural people who seek quality product with
low price.
POSITIONING
GREEN Furniture will be able to create a distinctive place in the mind of customers by
the following ways:
 We will provide quality furniture.
 We will offer a new concept for Bangladeshi furniture market.
 We will offer affordable product for our rural people.

19. MARKET ANALYSIS
 Traditionally, the furniture industry in Bangladesh has been regarded as a cottage based
industry.
 In early 90’s, the furniture industry in Bangladesh transformed from cottage based
industry to Mechanized mass production oriented industries.
 Since then, the furniture businesses started to grow with modern machinery, innovative
designs and the use of assorted materials.
 Around 70% production of furniture sector of Bangladesh is home furniture and 30% is
office furniture.
The export of furniture and allied products from Bangladesh started from 1995.

20. MARKET ANALYSIS
 It is estimated that, by 2018 Bangladesh will earn export potential of crafts furniture
accessories worth of USD 20 million along with furniture worth USD 60 million.
 Bangladesh Furniture Export Association (BFEA) and Bangladesh Furniture Industries
Owners Association (BFIOA) are actively working on materializing the potential of
this sector.
 According to Bangladesh Furniture Industries Owners Association (BFIOA) at present
more than 45,000 enterprises and nearly 2.5 million un-skilled and semi-skilled people
are engaged in this sector.
 According to Export Promotion Bureau data, in the last fiscal year of 2017-18, the
country export to earn over USD 24 million.

21. COMPETITIVE MARKET

22. PRODUCT STRATEGY
GREEN Furniture Ltd. is going to outset totally innovative furniture, made up of
clamps of Bamboo trees. Primarily, we want to launch five types of furniture. They
are:

23. PRICING STRATEGY
 To set price we have to consider demand as
well as the cost of furniture.
 We also consider the external factors which
includes the margin of other channel member.
 We have to set-up to mark-up pricing which
also known as cost plus pricing.

24. MITHUN SARDAR
14 MKT 059

25. MARKET PENITRATION
PRICING
 Our product is new and we want to sell our product at a low price to our targeted
rural customers so penetration pricing is most appropriate. We are mentioned the
types of our furniture categories and price range below:
Serial
Number
Name of Products Price
01 GREEN Dining Table 1500 BDT
02 GREEN Bed Stead 2500 BDT
03 GREEN Chair 700 BDT
04 GREEN Sofa 4500 BDT
05 GREEN Shelf 1500 BDT

26. PROMOTIONAL STRATEGY
 Television commercials (TVC)
 Local newspapers
 Billboard and Posters
 Trade Shows
 Personal Selling

27. DISTRIBUTION STRATEGY
Manufacturer Dealer
Consumer
Indirect Distribution
Manufacturer Consumer
Direct Distribution

28. MANAGEMENT BODY OF GREEN
FURNITURE
 Chief Executive Officer:- MITHUN SARDER
 Marketing & Sales Officer:- UMMEY SUMAIYA POROMA
 GM of Production:- RABIUL KHAN
 GM of Finance:- MST. ROKSANA KHATUN
 GM of Promotion:- MALIHAAKHTER

29. INVESTMENT OF GREEN
FURNITURE
 Our total budget is 986,000,00 TK .
 The CEO of GREEN furniture personally invest
2.5 corer TK, Robiul Khan ,Sumaiya Poroma,
Rokhsana Khatun & Maliha Akhter every partner
of GREEN furniture invest 1.5 corer TK and we
take bank loan 136,000,00 TK from IFIC Bank
Khulna branch

30. MALIHA AKHTER
14 MKT 065

31. BUDGET
Fixed Cost
Operational Budget
Types of cost Amount (BDT)
Manufacturing plant and equipment 5,00,00,000
Administrative cost 75,00,000
Clerical salaries 1,50,000
Total 5,76,50,000
Promotional Budget
Types of cost Amount (BDT)
Advertising 50,00,000
Labor Salaries 2,00,000
Total 52,00,000

32. BUDGET
Variable Cost
Types of cost Amount (BDT)
Raw material 2,00,00,000
Labor cost 1,07,50,000
Others 50,00,000
Total 3,57,50,000
So, Total cost = Fixed Cost (operating cost + promotional cost) + variable cost
= 5,76,50,000 + 52,00,000 + 3,57,50,000
= 9,86,00,000

33. BREAK-EVEN ANALYSIS
Break-even analysis Break-even point is
where the amount of cost and amount of
revenue is equal. We Calculate our break-
even point after 3 years. We reached our break
– even point if we can sell 67,580 units after 3
years.
Fixed Cost ÷ Selling Price (per unit) –
Variable Cost (per unit)
= 6,28,50,000 ÷ 4530- 3600
= 67580 units.

34. EVALUATION OF POSSIBILITIES
AND PITFALLS
POSSIBILITIES
 A goal has been set to have two new
markets added to the current market base.
 A big focus needs to ensure that all of our
resources are being used properly.
 To be sure that furniture sales will
increase every year. We need to push our
manager reminding them of our sales
volume.

35. EVALUATION OF POSSIBILITIES
AND PITFALLS
PITFALLS
The pitfalls of our business are-
 A good business plan presents an overview of
business-now, in the short term, and in the long
term. Our business plan does not just describe what
the business looks like at each of those stages.
 An actual business plan include all information
about risk, competition and possibility. Here our
business plan did not mention any specific risk
ideas.