1. MARKETING PLAN
Presented by Group # 5
Shreya
Deepti Sharma
Saurabh srivastava
Himanshu Yadav
Sumit Agarwal

2. By
Dwight D. Eisenhower

3. BLACK CHERRY (BC2012)
RECHARGING RURAL

4. OUTLINES
Executive Summary
Analysis
SWOT Analysis
Objectives
Game Plan
Action Plan
Budget
Control

5. EXECUTIVE SUMMARY
• Black Cherry is a newly launched company in India.
• Our First Product is BC2012, a Solar Charging
Mobile.
• It is a basic Multimedia functioning like
GPRS, GSM, Text Messaging etc.
• The company has been founded by 6 entrepreneurs.
• Targeting specific segments in Consumer &
Business Markets.

6. ANALYSIS

7. SITUATION ANALYSIS
Research shows that India has 150 million
mobile phone subscribers & 30 % of
population owns cell phones.
Worldwide Nokia is cell phone leader holding
45 % of global market & leader with 60%
market share.
This year we intend to launch BC2012 in
related markets.

8. MARKET ANALYSIS
Black cherry ‘s market consists of consumers
& business users who prefer to have a mobile
that work for long hours without repeated
need to recharge. Currently, the telecom
industry is among the strongest growth
industry in the capital market.

9. SWOT Analysis
Strengths- Weaknesses-
•Innovative Product •Lack of brand awareness
•Value Pricing •Heavier and thicker than
most common models
Opportunities- Threats-
•Cost-efficient Technology •Downward pricing
pressure
•Monopoly of technology
•Competition

10. OBJECTIVES

11. FINANCIAL OBJECTIVES
• Increase profit margin by 2% in a year
through operating efficiencies.
• Will not decrease research & Development.
• Earn an average rate of return on Investment
over the next 3 years.
• Create an Increase revenue.

12. MARKETING OBJECTIVES
• Generate Brand Equity.
• Expand the number of distribution outlets.
• Maintain positive, steady sales growth each
quarter.

13. GAME PLAN

14. Target market
• Middle Income Group,
• Rural Sectors,
• Long Distance Traveler

15. Positioning
• Using Product differentiation, we are
positioning the Black Cherry as the most
versatile, convenient, value-added phone for
personal use.

16. Product line
• The Black cherry BC2012, including all
features described in the earlier part, will be
sold with 18 months warranty.
• Two Classical Models(Metallic and Black) and
Executive Model.

17. Pricing strategy
• The Black cherry BC2012 will be introduced
at Rs. 3699 wholesalers/Rs. 4199 estimated
retail price per unit.
• We are using penetrating strategy for
classical as well as for executive model.
• We are using percieved value pricing method.

18. Distribution
• Distribution through Specialty Stores.
• Channel Partners.
• Detailed specification handouts.

19. Advertising strategy
• Combines sight, sound, & motion; appealing to the
Electronic senses; high attention & high reach.
Media
• High geographic & demographic selectivity; credibility
Print
& prestige; high quality reproduction; long life; good
Media pass-along readership.
• Flexibility; high repeat exposure; low cost; low
Outdoor
competition.

20. Sales promotion
• Special Payment terms for retailers.
• Store Displays.
• Free Giveaways.
• Banners at business functions.
• Sporting Events.

21. ACTION PLAN

22. Dealer promotion program
• January 2012: Will participate in national
trade show.
• March 2012: Organize sales contest and will
award three day vacation at Goa.

23. Consumer promotion
program
• April-may 2012: Special gift pack for bride and
groom.
• August 2012: will offer free wireless headset.
• November 2012: Will offer 4 different kinds of
back panel suiting to customer’s mood.

24. BUDGET

25. FINANCIAL

26. MARKETING
EXPENDITURE FOR ONE YEAR
SALERIES 10,00,000
ADVERTISING 30,00,000
SALES PROMOTION 19,50,000
TRADE FARE 19,50,000
GENERAL EXPENSES 3,00,000
TRAVEL 12,00,000
MISCELLANEOUS 16,00,000
TOTAL SALES AND MARKET 1,10,00,000
EXPENDITURE

27. CONTROL
• This plan is about implementation, changing
the business, and making it better. It is worth
nothing if not implemented.

28. MILESTONES

29. THANK YOU