The document discusses the strategic planning and marketing strategies of an organization called EEL. It outlines EEL's mission to develop strategic fits between its objectives, resources, and changing market opportunities. It also discusses EEL's approaches to understanding customers and competitors, maintaining brand loyalty, measuring brand equity, and focusing its marketing strategies on quality, status, convenience and distribution to differentiate itself. Finally, it emphasizes the importance of understanding industry trends, customer needs and buying cycles to better formulate marketing strategy.

1. MISSION - 2012 Prepared By : Md. Mushfik Monjur

14. ENERGYPAC IS A BRAND OUR BRAND BUILDING PROCESS

15. EnergypacBrand Building Touch-Points Brand Positioning and Essence Brand Strategy Brand Benefits Consumer Study Brand Attributes

16. Our Brand EEL ENVIRON- MENT PACKAGING EVENTS BROADCAST PRINT CO-BRANDING GUERRILLA MEDIA OUTDOOR RETAIL THEME ART PROMOS MARKETING INTERACTIVE DIRECT MKTG E-MAIL MARKETING E-COMMERCE ONLINE MEDIA UNIFORM CRM PUBLIC RELATIONS DIGITAL ASSET MGMT GRAPHIC STANDARDS PLAYING SURFACE CORPORATE IDENTITY

18. How Can We Maintain Brand Loyalty Brand Loyalty Treat the Customer right Stay close to the Customer Measure / Manage Customer Satisfaction Create a solution for a Customer Problem / Reward loyalty Provide Extras

19. We May Maintain Brand Awareness Top of Mind Brand Recall Brand Recognition Unaware of Brand

22. Hierarchy of Objectives Company Mission/Vision Corporate objectives Corporate strategies Divisional objectives Divisional strategies Product/brand objectives Brand strategies Program objectives Tactics Level I Level 0 Level III Level II Level IV

23. Strategic Alternatives Growth in sales or market share New segments Market development Convert nonusers New product development Competitors’ customers Efficiency, short-run profits Existing customers Market penetration Long-term profits Reduce costs Decrease inputs Improve asset utilization Increase price Increase outputs Improve sales mix

25. EEL believes in creating motivating communication solutions that connect brand assets with consumers on deep emotional levels. This fusion drives activation, increases brand awareness and builds brand equity - positioning client brands for maximum success. What: EEL Believes Brands Must “ Win The Heart”

28. OVERALL CHANGE PROGRAMME TIMELINE 2008 JUNE Remaining After Dec 2008 2008 Expected Signing Contract 2008 December Total : 370 MW Public : 60 MW Private-Public Partnership : 310 MW Total : 570 MW Public : 240 MW Public-Private Partnership : 330 MW Total : 2820 MW Public : 1470 MW Public-Private Partnership : 1350 MW 2009 Demand About 6000 MW For Reliable Supply : 7300 MW Per capita Consumption : 170 KWh Total : 2310 MW Public : 1410 MW Public-Private Partnership : 900 MW About 9,300 MW 2012 Demand

32. Concerns of EEL’s competitive analysis How can our competitors be grouped meaningfully? Figure 20.8 Source : Adapted from Wilson et al . (1992).

40. Our Approach of Narrowing Target Markets Combined target market approach Single target market approach Multiple target market approach All customer needs Some generic needs One broad product market Homogeneous (narrow) product markets Narrowing down to specific product-market Segmenting into possible target markets Selecting target marketing approach

41. THANK YOU