Team Ramen, SellSation'19. Final Round
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This document summarizes a marketing plan for GPH Ispat, a steel manufacturer in Bangladesh. The plan aims to address GPH Ispat's lack of product differentiation through an awareness, penetration, and retention marketing campaign. The campaign will focus on positioning GPH Ispat's steel products as strong and durable through B2C messaging around convenience, strength, and durability. A B2B campaign will target real estate developers and industrial customers through financial services like EMI payments and expansion of distribution channels. Key performance indicators and a 12 month timeline are outlined to monitor the plan's success in increasing market share and profitability.
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Team Ramen, SellSation'19. Final Round
- 3. STEEL INDUSTRY OVERVIEW IN BANGLADESH 2 About 40 active manufactures 3 Per capita steel consumption is 45 kg 4 3.7 million metric tons of annual imports 1 Worth almost Tk. 50,000 crore
- 4. INCREASE IN PROSPECTS Rapidincrease insteel consumption Government’s megaprojects Foreign Investments 7.5 million tons of annual consumption in 2018. 10 years ago it was 1.6 million tons only 35-40% of steel consumption now come from government projects. Rooppur nuclear plant and the Padma bridge are being made from 100% local steel Nippon steel & Kunming Iron & Steel of Japan and China respectively have already invested in Bangladesh
- 5. 1 Founded on 17th May, 2006; commercial production from 21st August, 2008 2 3% market share; 2nd highest gross profit margin (17.5%) 3 Main products are steel billet and steel rebar COMPANY OVERVIEW
- 6. INVESTMENT IN EXPANSION Expansionof re-rolling mills’capacity From .12 million MT to .76 million MT annually Expansionof billetmaking capacity From .17 million MT to 1.0 million MT annually
- 7. SWOT ANALYSIS S W O T STRENGTH OPPORTUNITIES WEAKNESS THREATS • Quality assurance and quality control • Usage of energy efficient and green machineries and practices • Inability to differentiate product • Inability to add further value to the product • Increase in steel consumption • Untapped potential in the market • Saturated market • Global players are entering the local market
- 8. PORTER’S FIVE FORCES ANALYSIS Threat of new entrants Medium Threat of substitutes Low Bargaining power of buyers Medium Bargaining power of suppliers Low Rivalry among existing competitors Medium
- 10. AKS Largest steel producer in the country with 1.4 mn MT production capacity Products include Goru Marka, Cow Brand and Zinkalum 30% market share AKS
- 11. Pioneer in the industry with 1.3 mn MT production capacity Products include rebars, channels, angles, ribbed wire 27% market share BSRM
- 12. .6 mn MT production capacity Currently undergoing expansion of production capacity by 45% 9% market share KSRM
- 13. Pioneer in corrugated iron sheet business 120,000 MT production capacity of CRM units and 140,000 MT production capacity of Galvanizing Line Price leader in the market with 19.4% gross profit margin APOLLO ISPAT
- 14. ISSUES TO BE ADDRESSED Customers selecting the market leaders without conclusive reasons Issue 1 Marketing campaign is similar to other competitors Issue 2 Unable to distinguish the products from those of the competitors Issue 3
- 15. CORE ISSUE LACK OF FACTORS TO DIFFERENTIATE THE PRODUCT
- 16. BIG IDEA SERVING YOU WITH AN IRON HAND
- 17. ACTION PLAN Awareness Penetration Retention Marketing Campaign and PR Campaign B2B & B2C Campaign Expansion and Halo Effect
- 19. B2C CAMPAIGN Professional Pre-Sales Post-Sales Financial Architectural Services Engineering Services Technical Services
- 20. B2C CAMPAIGN Professional Pre-Sales Post-Sales Financial Visits by Professionals Advice about Maintenance Making Construction Cost-Effective
- 21. B2C CAMPAIGN Professional Pre-Sales Post-Sales Financial Payments with Interest Risk Assessment and Guarantee EMI based Payments
- 22. B2B CAMPAIGN Profiling Mapping Providing Guarantee Interest on Capital Deferred Payments Expansion Plan
- 23. B2B CAMPAIGN Divide on the basis of infrastructure boom EMI Mapping Profiling Providing Decentralization Ship Building Expansion Plan ECONOMIC ZONES Dohar Economic Zone Sonargaon Economic Zone NarayanganjEconomic Zone NarayanganjEconomic Zone 2 Sripur Economic Zone (Japanese Economic Zone), Gazipur Mohakhali IT Village
- 24. B2B CAMPAIGN New and Upcoming Businesses Established Businesses More into small and real estate projects Large housing, large scale and industrial projects More in number but higher investment risk Lesser investment risks as previous partners EMI Mapping Profiling Providing Decentralization Ship Building Expansion Plan
- 25. B2B CAMPAIGN New and Upcoming Businesses Established Businesses Controlled and Limited Larger Amounts Rigorous Assessment Goodwill 50% Upfront Payment Lesser Upfront EMI Mapping Profiling Providing Decentralization Ship Building Expansion Plan
- 26. B2B CAMPAIGN EMI Mapping Profiling Providing Decentralization Ship Building Expansion Plan Reduce lead time Enhance distribution channels Warehouses according to the mapping
- 27. B2B CAMPAIGN EMI Mapping Profiling Providing Decentralization Ship Building Expansion Plan Gradually increasing Untapped Market Steel is one of the main components
- 29. Real Estate Housing Government Projects Expanding Industries B2B TARGET GROUP Middle Class and Affluent Class Population B2C TARGET GROUP Convenience Factor, adding the service aspect to the product DIFFERENTIATION A strong and durable product with convenient services POSITIONING
- 30. MARKETING CAMPAIGN Outdoor Promotion Billboards Newspaper TV Online Use mapping to identify prospective zones Launch zone wise metal art promotion Sponsor sculptors and partner up with city corporations This will increase visual presence and gain more attention. This will also lead to indirect PR activities as news of these will be featured in newspapers, radio and TV.
- 32. MARKETING CAMPAIGN আমাদের সেবায় ইস্পাদের দৃঢ়ো Outdoor Promotion Billboards Newspaper TV Online
- 33. MARKETING CAMPAIGN Outdoor Promotion Billboards Newspaper TV Online আমাদের সেবায় ইস্পাদের দৃঢ়ো Communication Tagline The storyline will be in line with strength, durability and convenience.
- 34. MARKETING CAMPAIGN GPH Ispat We at GPH Ispat want to be a part of your dream, the dream of your very own house. That is why we are here with our EMI services to make things easier for you. On top of that, our in-house engineers and architects are always ready to extend a hand and help you out in any way possible! Outdoor Promotion Billboards Newspaper TV Online
- 35. PR CAMPAIGN Maintain Good Relations Top Govt Officials Trained Representatives Top Executives Strategies and Tactics B2B
- 37. KEY PERFORMANCE INDICATORS B2B B2C Number Industrial Orders Increase in Month over Month Retail Growth MQL to SQL Conversion Rate Use of Pre-sales and Post-sales Services SQL to Win Conversion Rate Percentage of EMI of Total Sales Value of Monthly Closed Deals against the Target
- 38. TIMELINE Sales Strategies Marketing Campaigns Financial and Professional Service(throughout the year) Outdoor Billboards and Campaign Mapping Newspaper, TV and Online Planning for the differentiation and marketing strategies PR Expansion Expansion to comparatively less developed areas Ship building Diversification YEAR 1
- 39. • TVC • Billboards • PR • Outdoor Campaign • Online Promotion • Outdoor Campaign • Newspaper Ads • PR • Newspaper Ads • Outdoor Campaign • Online Promotion • PR • TVC • Online Promotion Outdoor Campaign • PR • Social media boosting • Outdoor Campaign • PR • Billboards TIMELINE 3rd Month 2nd Month 1st Month 4th Month 5th Month 6th Month • TVC • Newspaper Ads • PR • Outdoor Campaign
- 40. • Outdoor Campaign • Social media boosting • Billboards • Outdoor Campaign • Newspaper ads • Billboards • PR • Outdoor Campaign • Online Promotions • PR • Online Promotions • PR • Outdoor Campaign • Outdoor Campaign • TVC • Newspaper Ads • PR • Online Promotion • TVC • PR • Outdoor Campaign TIMELINE 9th Month 8th Month 7th Month 10th Month 11th Month 12th Month
- 41. FINANCIALS
- 42. EXPENSES Per Month/Unit Expense Number of Months/Units Calculation Total Mapping 7,00,000 PR Campaign 80,000 12 80,000*12 9,60,000 Financial and Professional Services 10,60,000 12 10,60,000*12 1,27,20,000 TVC 22,12,000 5 22,12,000*5 1,10,60,000 Newspaper 3,33,000 5 3,33,000*5 16,65,000 Online 1,370 40 1,370*40 95,000 Billboards 18,04,410 4 18,04,410*4 72,17,640 Outdoor 2,50,000 10 2.50,000*10 25,00,000 Content Making 5,00,000 Total 3,67,17,640 *Some of the figures are subject to assumption due to the lack of conclusive data
- 43. RETURN Taka/Percentage 1. Projected Number of Home Loans in 2020 3,930 2. Average Amount Required for Steel/Ispat 35,00,000 3. Total Home Loans Required for Steel/Ispat(1*2) 13,75,50,00,000 4. Market Acquisition 3% 5. Projected Sales Growth(3*4) 68,77,50,000 6. Net Profit Ratio 6.23% 7. Net Profit(5*6) 4,28,46,825 *Some of the figures are subject to assumption due to the lack of conclusive data
- 44. RETURN ON INVESTMENT Taka Investment 3,67,17,640 Projected Return 4,28,46,825 Return on Investment 16.69% *Some of the figures are subject to assumption due to the lack of conclusive data
- 45. CONTINGENCY APPROACH Forming partnerships with other construction raw material brands
- 46. Financial and Professional Services for B2C Sales Strategy Focus on Convenience across All Channels IN A NUTSHELL Differentiate the product with additional service Financial Services and Expansion Plan for B2B Sales Strategy
- 47. THANK YOU