The document provides a marketing plan for SMPS (switched-mode power supplies). It summarizes the past, present, and future market for SMPS, noting increased demand. It outlines the small number of current manufacturers and plans to launch new packaging and pricing strategies to target retail customers. The marketing plan details PR, distribution, and success measurement strategies over an 18-month period to expand market share for SMPS products.

1. [SMPS]
Marketing Plan
Muhammad Sabir
Sayed Nasim

2. Market Summary
A. PAST : The demand for smps in lighting was negligible
B. PRESENT : The demand for smps is inclined upwards
C. FUTURE : The demand for smps will be very huge since
the concept of lighting will be totally changed
D. MARKET SHARE: There is a steep change in market share
from incandescent to cfl & now to LED
E. LEADERSHIP :There is no multinational co presence uptill
now leadership is being distributed among small manufacturers
F. PLAYERS : Small Mfg Delhi, Mumbai, Pune, Bangalore

3. Product Definition
• SMPS A Switched-Mode Power Supply is
an electronic power supply that incorporates a
switching regulator to convert electrical
power efficiently. Like other power supplies,
an SMPS transfers power from a source,
like mains power, to a load

4. Why SMPS ?????
• Not oNly ENErgy SaviNg but alSo !!!!!!!

5. Global Perspective of Led

6. Positioning Statement
SMPS thats “lighting your life”
And its “The best of the rest”
Consumer Promise:
5 years of exclusive warranty
on our 2amp & 5amp smps
“Customer satisfaction throughout life”

7. Packaging
Product packaging
• RETAIL PACK
• Attractive colorful packaging with individual
single pc shrinked as for Retail customers
ECO PACK
• 5 pcs shrink pack for economical buyers at Retail
• WHOLESALE PACK
• 100 pcs master cartoon pack for Semi
Wholesale

8. Launch Strategies
• Launch plan
• Matching Product Capabilities to Market Needs
• Clear Positioning and Messaging
• Setting Clear Launch Goals
• The Power of Leverage
• Priming the Pump
• Timing the Launch to Maximize Sales
Phase 1
Phase 2
Phase 3
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

9. Public Relations
• PR Plan:
• Overview
• Goals
• Strategies
• Target audiences
• Key target media
• Recommendations
• Next steps

10. Public Relations
• PR strategies:
• Knowing market
• Identifying the product benefits relevant to
market
• Establish product as unique
• Source and use testimonials
• Targeting the media used by our target market
• Preparing press release to be printed as is
• Selling release
• Follow up.
• Keep in contact.
• Use a photograph

11. Other Promotion
• Direct marketing: Personal basis & Mass Media
Basis
• PERSONAL BASIS-
a) Phone calls b) Direct Mailing c) Sms d) Other social
media
• MASS MEDIA BASIS- By giving Ads in
a) Electricals Merchants Associations Magazine
b) Architects Association Monthly Magazines
c) Interior Designer s Weekly Magazine etc
• Overview of strategy
• Overview of response targets, goals & budget
• Third-party marketing: By appointing “Third party Marketer”
• Think “manufacturer’s representative” – a person with specialized
industry or product experience, with deep roots in a given industry,
hired by a manufacturer to sell its goods.
• Third party marketers leverage their industry knowledge, contacts, and
marketing and sales acumen on behalf of a limited roster of clients.

12. Pricing
Pricing: Pricing of SMPS is summarized
according to these three types of pricing strategie
• Penetration pricing :Shall be used only in
Wholesale & semi wholesale market
• Price discrimination :Shall be used for Direct
Marketing only ie. Marketing on….
a)personal basis
b) Mass Media basis
• Psychological pricing: keeping price say
Rs199.99/-

13. Distribution
• Channels of distribution:
a. Wholesale
b. Semi wholesale
c. Retail
d. Direct Marketing
e. Third Party Marketing
Distribution channels by pie chart:

14. Vertical Markets/Segments
• Vertical market opportunities
There is a very high scope in
a. Event Management Decorators
b. Mandap Decorators
c. Led fixture manufacturing company's
d. Solar Energy solution providers
e. Led Strip light Importers
f. CCTV camera solution providers
– Address distribution strategies for those markets or
segments
– Address use of third-party partner role in distribution to
vertical markets

15. Supply & Value Chain -Products
Grant Road
Grant Road
Warehouse
Warehouse
(Bhiwandi
(Bhiwandi
Dealers
Dealers Retailers
Retailers End user
Warehouse
Warehouse
(Panvel)
(Panvel)
Based in Products Distributed to Distributed to Promotions, Demo Trials
Bhiwandi Imported from Selected Key Dealers in Key marketing
China Markets Markets campaigns
Indicative Pricing Structure & Margins (Base 100)
INR: 100 INR: 110 INR: 198 INR: 158 INR: 182 INR: 200
( 20% (15% Margin) (End User
Discount) Price)

16. Success Metrics
• First year goals
a. Organizing office
b. Set up a customer relationship management system
c. Making business planning part of daily or weekly routine
d. Delegate more
e. Making marketing business more consistent
f. Adding social media to marketing plan
g. Cleaning up website
h. Streamlining business
i. Automate and building systems
j. Learning something new
Measures of success/failure
We use Quick books to view cash flow, revenues, expenses, and net profit and compare
those number to the previous year’s. In essence we try to beat last year’s numbers and,
in my mind, that is a true indication of success, at any given moment in the business’
present state
• Requirements for success
• Customer Satisfaction Score
• Employee Satisfaction Score
• Productivity
• Cost to Acquire Customers (CAC).
• Lifetime Value of a Customer (LTV).
• Churn rate

17. Schedule
• 18-month schedule highlights
• Timing
– Isolate timing dependencies critical to
success
Task 1
Task 2
Milestone
Task 3
Task 4
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec