Bangladesh University of

Professionals
Term paper ON Marketing plan of a new product
Course Title: Marketing Management
Course Code: MKT 8401

Submitted To:
Md. Zahedul Alam
Assistant Professor,

Faculty of Business Studies (FBS)

Bangladesh University of Professionals

Submitted by:
Ashik Ikbal
EV.MBA, Batch- 8th (A)
ID: - Ev-1408007

Submission Date: 7th April 2016

Acknowledgement
My Term paper on project Slide & Share would not have been possible and the learning
experience would not have been the same without the participation and enthusiasm of
my class mates.
I would like to thank my honorable course teacher sir, Md. Zahedul Alam. Who has
guided me and enlightened me with his wisdom and molded me to handle this project.
I am deeply thankful to him and would show my gratitude in any way possible.

Executive Summary
We in genTech have worked to create together Slide & Share a technological innovation
that is practical and easy to use. We stand out in the technological market for our
innovation, customer value and practicality of our product.
When people have a one on one interview or deal discussion it is not decent to show
your laptop to the next person and again take it back and try to figure out what he/she
was talking about. When people are in an oval shaped or round table conference overhead projections are just not convenient in those situations. When someone has to take
a reference from somewhere or do multi-tasking or check something from somewhere
and type it else-where they cannot do it without changing tabs again and again which
creates a time consuming problem.
We reinvent your {laptobility} with Slide & Share. Slide & Share enables a laptop user to
have 3 screens all showing the same thing or different things from the same laptop.
With its 180 degree and tri-angular functions it helps a person have an one on one
sharing and conference projections respectively.
We need our business to start-up now. Bangladesh is ready for practical innovative
products and we have to take this opportunity now before someone copies our work.
We need to be the first in terms of innovation and practicality so, to capture our market
we need to strike now.
You can use a Slide & Share o a d see its p a ti alit . Yes, its i

o ati e, es, its

practical and no, its not a glitch in the technological market. It has a lot of potential and
selling just 1000 Slide & Shares a year will break even the sales.

ii

Mission
We at genTech bring futuristic innovative and practical technological products that will
help an individual to make the most out of themselves by bringing out their potential
and making their lives easier.
For our first product we provide Students, Professional Gamers, Teachers, Businessmen,
Pharmacist, Scientist, Designers, Architects, Movie Enthusiasts, Consultants to different
firms who earn at least 50,000 taka per month, both male and female, who belong to
middle and upper classes aging above 18 who reside in Dhaka and are comfortable with
technology and are aesthetic towards new technology and are not afraid of being a first
time user, all of them that use laptops for their work or entertainment with the feature
of having 3 screens in the same laptop so that they can make the best out of their work,
be the most entertained all with the practicality and effectivity of Slide & Share.
Statement for Slide & Share: We help sophisticated laptop users of having 3 screens in
their laptop to make their work and experience easier, more practical and effective.

Vision
We at genTech believe we can be a globally recognized brand with the faith of our
customers to provide them with better quality and trust of our stakeholders to see our
potential and expand the brand further.

iii

Table of Contents
Acknowledgement. I
Executive summary. ii
Missio & isio .. (iii)
. Co pa

P ofile.page o

-2)

. I t odu tio page o

3. Current market situation.page o
. Pest A al sis...page o

-8 )

5. Competition Situation Analysis.page o

-10)

6. SWOT Analysis.page o

-14)

. Oppo tu it s a d Th eats.page o

-16)

.O je ti e & Issuespage o

-18)

Marketing Strategy
. Ma ket Seg e tatio .page o

-20)

10. Targeting.page o
Marketing mix
. P odu t.page o

-27)

. P i epage o

-29)

. Pla e ..page o

-32)

. P o otio ...page o

-35)

.Positio i gpage o
.A tio Pla page o
17. Budget...page no (37-38)
. Co t ol..page o
.Value P opositio page o

20. Su e Repo tpage o

-42)

21. Co lusio .page o

. Appe di .page o

Company Profile

genTech
Business Information:

Business Name: genTech

Product Name: Slide & Share

Business Address: Gulshan 2 DCC market 2 nd floor, Dhaka

Website : www.gentech.com

General Business Activities:

We are from genTech and we are new comers in business. Established as technological
company in Bangladeash. Our traditional business model is based on invention of new
gadget which people cannot thaught about it. The revenues of our company are
expected to be nearly 50,000 per month depending on the variables that are factored
in with selling product.
There is a great need for investor in the future to deal with some big project. Slide &
Share one of them.

Page 1

Company Strategy:

Purpose to be a leader in technological industry by providing enhanced services,

relationship and profitability.

Vision to provide quality services that exceeds the expectations of our esteemed
customers.

Mission statement to build long term relationships with our customers and clients
and provide exceptional customer services by pursuing business through
innovation and advanced technology.

Core Values: We believe in treating our customers with respect and faith. We grow
through creativity, invention and innovation. We integrate honesty, integrity and
business ethics into all aspects of our business functioning
Financial Considerations: The company expects to reach the desired profits in the first
3 years and does not anticipate serious cash flow problems. We believe that the
average profitability per month for the first 3 years will be sufficient. However, we
have current borrowing from investor. Most of the o pa s lia ilities o e f o
management investment.

Page 2

Introduction
This report proposes to discuss the new laptop gadget Slide & Share.
When people do a lot of stuff in laptop the 1 screen can not provide all the usability a
sophisticated person does. When some people have to do multi-tasks. Slide & Share is a
gadget which provides two portable screens in one laptop. So that people can easily do
many thing and share their work or have conferences at the same time.
Slogan: We reinvent your {laptobility}
Its a p odu t of genTech
Slide & Share in Bangladesh
Bangladesh is one of the fastest growing electronic market in the world, having more
than 100+ million user. Currently latest technology is dominating this electronic market.
So genTech analyzed the market and saw the opportunity to enter the market with its
innovative technology.

Page 3

Current Marketing Situation

genTech periodically analyzes the markets and different environments including
diffe e t a to s a d fo es that affe t

a keti g

a age e ts a ilit to uild a d

maintain successful relationships with customers.

Current Product and Services Demand in the Market

According to the survey conducted by our company the demand for practical innovative
products in the market is higher and it is not entirely dominated by other innovative
competitors, people seek innovative products which are practical and we can provide
them a practical innovative product and solution.

Company Situation
Good potential and competitive.

Consumer Situation
Consumers ready to pay premium for practical innovative value products.

Page 4

PEST Analysis
PEST Analysis or Political, Economic, Social and Technological situation is analyzed to
understand the current marketing situation.
o Political Situation: genTech assesses the government regulations and legal factors in
terms of their ability to affect the business environment and trade markets. Current
political situations for genTechsSlide & Share are:
i.

The state tax policies have not changed for a while and it is the minimum rate. It
will not come in the way of the business. Hence genTechdoes not need to worry
about tax rate as much.

ii.

However the employee law for employee handbook management has changed a
bit. Fair wages and fair incentives are compulsory as the constitution of
Bangladesh has stated it. genTechin that case would not have any problem with
that as the company wants to earn reputation and goodwill through ensuring
proper wages and fair incentives.

iii.

Currently there is no political instability seen within the country as well as in

China from where we will make our products. Political stability is a great
advantage for the start-up of a great company. This peace and harmony will help
genTechin the start-up process.

Page 5

Economic Situation: Through economic situation analysis genTechexamines the

economic factors that are bound to have an impact on the company. As economic
factors cannot be influenced or controlled. Economic factors that does affect the
company can be shown as follows:

i.

International economic growth of China has dropped a bit in the past couple of
years but for Bangladesh it has grown dramatically positive which plays an
important role in making our products in China by employing the unemployed
with comparatively lower wages.

ii.

People of Bangladesh are used to the term of inflation now. Now when they see
a high-end electronic with prices of four to five digits they do not get shocked.
Because they are familiar with the annual inflation rate here. So, selling Slide &
Share in this market would have no problem with prices whatsoever.

iii.

Interest rates in banks are 10% on deposits as incentives and 20% on loans as
cost of borrowing. If people want to buy Slide & Share in installments then it will
be applicable on them because then they would have to pay 20% more if they
pay within a year in installments.

iv.

The unemployment rate in Bangladesh now is 4.3% which means genTechcan

hire some skilled technicians and sales executives among them.

v.

The economic growth rate in Bangladesh is 7% now which is a good number. The
GDP is growing for Bangladesh. The more the better. genTechwill contribute
more towards the growth of Bangladesh.

Page 6

Social Situation: Understanding the social situation genTechcan analyze the socioeconomic environment of the new market. Analyzing them genTech can understand
how consumer needs are shaped and what brings them to the market for a purchase.
Elements that affect the social situation of the company:
i.

The population growth rate in Bangladesh is growing rapidly. This creates more
people, more segmentations, more targeting in the market. Which eventually
means more target market for Slide & Share.

ii.

The educational requirements in different fields have shifted. When it comes to

placement you have to have an undergraduate degree for a decent job, when it
comes to using technology, anyone can use it. Slide & Share can be used by
anyone with a laptop.

iii.

People are becoming more career-oriented and the competition is high. It is the
survival of the fittest. The more a person wants to prepare himself/ herself the
more edges he/ she has to gain. Innovative and practical products like Slide &
Share gives a person the upper-hand. So, the fittest and those fighting to be the
fittest will buy a Slide & Share.

Page 7

Technological Situation: The company assesses how technology can positively or

negatively impact the introduction of the new product in the marketplace. Factors
that may impact the market is shown as follows:
i.

Automated processes in the industry is both a delight and a risk. It can be a

delight if it can produce perfect finished goods but it can be a disaster if the
machines work imperfectly. Slide & Share is manufactured with the help of both
human beings and machines all working together in harmony.

ii.

Spending on technological research from the government of Bangladesh is really

low. Which somehow is an advantage for our innovation.

iii.

Technological advancement can be a threat for Slide & Share. But the
technological advancement process in Bangladesh is very slow.

iv.

Rate of innovation in the world is really high in these modern days. But practical
innovations are still not in that significant number. This is where Slide & Share
stands out.

Page 8

Competitor Situation Analysis

To grow our business we will gain our slice of the market pie by drawing away
customers and purchases from competing companies. The competition our company
faces:

Direct Competitors: Our company does not have any direct competitors. We are an
innovative business.

Indirect or Stealth Competitors:

i.

Our indirect competitors are companies that make monitors but since we
created customer value pricing even our indirect competitors are not a threat to
us.

ii.

They sell monitors in a single piece or amount normally with a computer.

iii.

There market shares and our market shares are different. But when it comes to
buying three different monitors to get a delightful customer experience the
market share for multi screens in a computer is very low. But none in case of
laptop computers. So, an untouched market is open to Slide & Share.

iv.

The past strategies of monitor manufacturers is to sell a single piece of monitor

to an individual customer without having to worry about value pricing.

v.

Their past strategy still remains the same.

vi.

Monitor manufacturers and resellers use persuasive advertising in affordable

method to promote their products.

vii.

They use internet for advertising their monitors.

viii.

They promote their product less frequently.

ix.

The i di e t o petito s st e gth is that the ha e ee i the

time. And people are familiar with them and trust them easily.

Page 9

a ket fo a lo g

x.

Slide & Sha es i di e t o petito s eak ess is that the set a high p i e fo
two monitors where an individual customer gets two monitors in a lower price
from Slide & Share than two monitors bought individually.

xi.

Our competitors may pose a threat by becoming loss leaders and selling their
monitors in a minimum price to drive us away from the market.

xii.

The opportunities our competitors opened for us are the prices which we have
charged the minimum by market penetration strategy to capture the market
which they can not do as well.

Page 10

SWOT Analysis
Strengths:

Experienced Employees: In our company we hired experience, dedicated and honest

employee.

Talented Leader:Like other successful company we have a very successful CEO and
he is a tremendous leader. His visionary thought and experience would lead our
company to the top in the marketplace.

Working Environment: We have a very friendly working environment. We have a

spacious, well decorated office and provide great facilities to the employee.

Adequate Resources:We have enough human and technological resources.

High Quality Product:We make high quality of products. We never compromise the
quality of our product.

High Market Share:This kind of Product is first introduced by our company. We have
a high market share in the marketplace.

Strong Organizational Behavior:Strong organizational behavior is one of the

important strengths of our company.

Page 11

Weaknesses:

New In Industry:Our company is going to be newly introduced in the market. So it

may take some time to establish our brand.

Limited Users:Our product is not for everyone. We made our product for certain
customer.

Slightly Expensive:The quality of our product is up to the ma k. Thats h ou

product is costly than other innovative products.

Branding and Reputation:Our product is very new in the market. So we have some
lacking in Branding and reputation of the company.

Infrastructure Costs:Our Company will need to think about the costs of physical
space for order fulfillment, warehousing goods, dealing with returns and staffing for
the production. So we spend a good amount of money for our infrastructure.

Advertising Costs:Si e ou p odu t is e thats h

e eed to spe d lots of

money on advertising for our product. We pay a good amount of money in

Ne spape , YouTu e, Fa e ook a d othe so ial Net o ki g site fo ou p odu ts
advertising.

Customer Trust:It can be difficult to establish a trusted brand name, especially for a
new product in the market.

Website Cost:We sale our product via online and other media. We have to manage a
e site fo o li e o de . Thats h

e spe t

purposes.

Page 12

o e o

e site fo selli g

 Opportunities:

Limited Number of Competitors: We have a very limited no of competitors in the

marketplace. If we can apply our resources and work hard then it will be a great
opportunity to step ahead than our competitors.

Labors Availability: Skilled labor is very important for a company. We have plenty of
skilled labor in our marketplace.

Innovative Idea: Our company comes to the market with a very innovative idea.
There was no such product like Slide & Share before.

Higher Profit Margin: As we can get a monopoly power so far here so we will be the
only business there of this type so everybody has to order through us and thus we
will have a very high profit margin.

Rapid Growth of Business: As expected sales and profits in this business is

forecasted to be high, we can expand our business very soon.

Potential Customers: We have a huge no of potential customers in the marketplace.

Expand Business Abroad: Our product has a huge demand in foreign country like
China, USA, UK and Middle East. So we can expand our business in those countries.

Tablet/PC Market Growth: Tablet and PC market is expected to grow in double

digits for the next few years and since our product is related to this sector so the
company has a great opportunity to release more models and benefit from the
market growth.

Easy Access to the Market: In many ways the access to market for entrepreneurs
has e e

ee easie . Si e e p o ide o li e selli g, thats h o li e

marketplaces allow anyone to set up a simple online shop and sell products within
minutes.

Page 13

o Threats:

New Companies to Industry: New companies may come to the market as loss
leaders and make similar product like Slide & Share to capture the market. New
company is always a threat for existing company.

Duplicate Product: Recently we heard some news that some unknown company
makes duplicate cheap and less standard product using our name and logo. It is
illegal and we will try to find those companies and we will take legal actions against
them because our product has copyright.

Fluctuations in the Currency Markets: We export our product in abroad. Fluctuation

of currency markets creates a barrier in our business.

Regulatory Nightmares: Rapid changes in governmental regulations such as tax,

Interest rate of bank etc. may create a negative impact in our production.

Page 14

Opportunities and Threats

Opportunities:

Limited Number of Competitors: We have a very limited no of competitors in the

marketplace. If we can apply our resources and work hard then it will be a great
opportunity to step ahead than our competitors.

Labors Availability: Skilled labor is very important for a company. We have plenty of
skilled labor in our marketplace.

Innovative Idea: Our company comes to the market with a very innovative idea.
There was no such product like Slide & Share before.

Higher Profit Margin: As we can get a monopoly power so far here so we will be the
only business there of this type so everybody has to order through us and thus we
will have a very high profit margin.

Rapid Growth of Business: As expected sales and profits in this business is

forecasted to be high, we can expand our business very soon.

Potential Customers: We have a huge no of potential customers in the marketplace.

Expand Business Abroad: Our product has a huge demand in foreign country like
China, USA, UK and Middle East. So we can expand our business in those countries.

Tablet/PC Market Growth: Tablet and PC market is expected to grow in double

digits for the next few years and since our product is related to this sector so the
company has a great opportunity to release more models and benefit from the
market growth.

Easy Access to the Market: In many ways the access to market for entrepreneurs
has e e

ee easie . Si e e p o ide o li e selli g, thats h o li e

marketplaces allow anyone to set up a simple online shop and sell products within
minutes.

Page 15

o Threats:

New Companies to Industry: New companies may come to the market as loss
leaders and make similar product like Slide & Share to capture the market. New
company is always a threat for existing company.

Duplicate Product: Recently we heard some news that some unknown company
makes duplicate cheap and less standard product using our name and logo. It is
illegal and we will try to find those companies and we will take legal actions against
them because our product has copyright.

Fluctuations in the Currency Markets: We export our product in abroad. Fluctuation

of currency markets creates a barrier in our business.

Regulatory Nightmares: Rapid changes in governmental regulations such as tax,

Interest rate of bank etc. may create a negative impact in our production.

Page 16

Objectives:

Financial objective will be to focus on increasing capital and investments.

Our objectives tend to focus on ways our organization can surpass the competition
in market share, product quality and brand recognition.

Our customer service objective will be to reduce delivery and distribution time of
products and services.

We have to provide customizable product to the customers without compromising

on quality with low profit margin.

We will provide brand a product Development strategy which will include a rearranging of our product portfolio and re-branding process to increase our brand
identity and increase the customers loyalty too.

We will choose genTech as the leading character to increase brand identity and
connect between Business man, office, students, doctors, fashion designer etc.

Our objectives is to make sure that all our products are available with latest
technology and all the products have quality.

The Society may think incidental or conducive to the attainment of the objects of the
society.

Catalyze programs for the delivery of basic social services in its communities.

Consumers to be part of our making of product and make consumers feel like we are
listening to them.

In the next year we will explore Slide & Share leading product to the consumers by
advertisement, commercial promos and public relationship articles in the media.

Page 17

Issues:
The product launch, our major issue is the ability to establish a well-regarded brand
name.
We will have to invest heavily in marketing to create a memorable and distinctive
brand image projecting innovation, quality and value.
Avoid financial trouble by staying abreast of our finance
Being naive or in denial about our financial situation can break our business.
Overcome our fear of risk-taking confronting them head-on.
Every decision we make potentially hurt or help our company.

Page 18

Marketing Strategy
Market Segmentation
We have segmented our Market in 6 main parts.
Geographic Factor
Slide a d sha e geog aphi seg e tatio is o o l i Dhaka it
p odu t a d

e ause its a e

ost of usto e does t ha e idea a out it So e de ide ou geog aphi

segmentation at first base on Dhaka city. When our product gets awareness to people
then we launched this product all over in Bangladesh.
Demographic Factor
Age: We target age segmentation is teens, young adults and adults in18 and above.
Because under 18 may not be comfortable with such a high-end electronic.
Income: our target income segmentation is Higher class, higher middle class, because
they are usually related with some electronic stuff who earn at least 50,000 taka per
month.
Gender: Both male and female. Because technology does not believe in sexism.
Occupation: Students, Professional Gamers, Teachers, Businessmen, Pharmacist,
Scientiest, Designers, Architects, Movie Enthusiasts, Consultants to different firms,
Lawyers, Grocer, Receptionist.
Psychographic Factor
Middle class people, upper class people. Not everyone will be comfortable with a high
end electronic and not everyone will be able to make the best use of our product.
Benefit Factor
When our customers buy their phones the benefit they expect from it is appearance
new and reasonably priced.

Page 19

Behavioral Factor
User status: First time user.
Benefit: To get comfortable doing many things simultaneously.
Attitude: Attracted towards new product.
Technology: Comfortable with technology.
Type of Computer User:
Laptop user.
Desktop User.

Targetting
Students, Professional Gamers, Teachers, Businessmen, Pharmacist, Scientiest,
Designers, Architects, Movie Enthusiasts, Consultants to different firms who earn at
least 50,000 taka per month, both male and female, who belong to middle and upper
classes aging above 18 who reside in Dhaka, are comfortable with technology, are
aesthetic towards technology and not afraid of being a first time user of a product and
are laptop users.

Page 20

Marketing Mix
Product
Our product, Slide & Share is offered in the market for use by customers to satisfy their
need and want of having multiple screens in the same computer.

Levels of Product
The le els of the p odu t, fo ge Te hs Slide & Sha e is fi stl the p odu t itself, the
the a tual p odu t that o sists of pa kagi g, featu es, ge Te hs logo a d fi all the
augmented product consisting of all the after-sale services.

Core Customer Value

The core customer value for Slide & Share is the product itself when it is used by a
customer as a multiple screen computer.

Page 21

Actual Product
The a tual p odu t of hat e o es of Slide & Sha e i ludes its

a d a e, featu es,

design, packaging and quality level.

i.

Brand Name: Customers will not trust a product if they do not trust the brand
itself, first. genTech ith its

a keti g st ategies ill eate a st o g

a d fo

itself so people can trust what genTech sells to the new market as a new brand.
ii.

Quality Level: The quality level of the product has to be good without any
questions. The company does not plan to go out of the market any time soon so
for long term benefit the quality has to be good otherwise the brand will not
have any loyal customers.But of course with higher quality the prices of the
p odu t has to e highe . But si e its a i

o ati e a d p a ti al p odu t i this

new market genTechis selli g its p odu t ith little p ofit fo

a ket

penetration.
iii.

Packaging: For a high end electronic like Slide & Share the packaging has to be
appealing. So genTech is packaging Slide & Share in using good quality packaging
system.

iv.

Design: The design for Slide & Share is practical and easy to use.

v.

Features: The features for Slide & Share includes built-in updatable softwares
which helps an user share the same screen in the other two extended screens or
one which helps businessmen, artists in a close round-table conference or oneon-one conferences and even create a wide-angle view for the computer which
comes in great uses for watching a movie, playing games and so on. With two
extended screens it can create a 360 degree view.

Page 22

Augmented Product
The augmented product means the after-sale services, warranties, product support,
delivery and credit. These are part of customer delights.
i.

After-Sale Services: As part of after-sale services genTech will contact the

customers to know if they are satisfied with their products. They will ask if there
is anything they need help with. And there will always be a comminication
medium open for everyone to communicate and complain or share any good or
bad experiences the customers faced with their purchase.

ii.

Product Support: The product support services will be open for customers if
their products have to be repaired or fixed or if they want to customize it.

iii.

Warranty:genTech provides 1 year warranty with purchases of Slide & Share as

per the rules set by the constitution of Bangladesh on any kind of high-end
electronics.

iv.

Delivery and Credit: The customers who will order Slide & Share online will get
free home delivery and pay cash after delivery or even pay via internet banking
when they order.

Page 23

Type of Product
Slide & Share is a consumer product as it is used for personal consumption. Again as a
consumer product it is a type of shopping consumer product.

It has less frequent pu hases. People do t u a e pe si e ood ualit

electronic everyday.

A customer has to put more shopping effort for comparisons among practicality
with other innovative products.

The prices for Slide & Share is higher than convenience goods of course.

It is selectively distributed in fewer outlets because if Slide and Share was found
e e

he e, people ould ha e a dou t a out its ualit .

Advertising is done both by brand itself and resellers.

Page 24

New Product Development Strategy

genTech has followed new product development strategy when it decided to market
Slide & Share. It is an original product and a new brand genTech has developed from the
fi

s o

esea h a d de elop e t.

New Product Development Process

i.

Idea Generation: The o pa

ge e ated the idea of Slide & Sha e f o

i te al sou es. The o pa s o

fo

its

al esea h a d de elop e t

management and staff researched this idea of having three screens in the same
computer without the hassle of three different monitors joined together. The
company also came up with ideas of other innovative product other than just
Slide & Share.
ii.

Idea Screening: Based on the practicality the other ideas were dropped except
for Slide & Share. Then the RWW framework was conducted for further
screening of the idea. All the management and staff were convinced that yes the
product is Real, yes we can Win and yes it is Worth doing.

iii.

Concept Development and Testing:The product idea Slide & Share is a possible
idea genTech can see itself offering to the market. The product concept is
meaningfully stated to the consumers to understand what Slide & Share is. The
product image is perceived by the consumer just the way genTech wanted them
to.

Page 25

iv.

Marketing Strategy Development: The initial marketing strategy was carried out
by genTech for introducing Slide & Share to the new target market. What the
company promises to the customers as well as sales and profit goals are
e tio ed i the o pa h s

v.

a keti g st ateg de elop e t.

Business Analysis: The marketing strategy development included the projected

sales, costs and profits on the start-up of the business.

vi.

Product Development: The product was researched and developed by the R&D
department of the company to ensure the most practical version of Slide &
Share.

vii.

Test Marketing:genTech arranged simulated test markets for testing Slide &
Share to see how many people reach out to see the displays and demonstration
of innovative products and practical and innovative products and if they plan to
buy it after all.

viii.

Commercialization: genTech planned out when to launch Slide & Share, where
to launch and planned market rollout. High anticipation will be created for the
target market so that early adopters book it or buy it as soon as it is
commercialized in the market.

Page 26

Product Life-Cycle Strategy

The ou se of Slide & Sha es sales a d p ofits o e its lifeti e is e pe ted to ha e a
normal product development, introduction, growth and a prolonged maturity stage
before any decline.

i.

Product Development: We are in this position right now. After our product has
been developed, we will go on to introduce it to the market.

ii.

Introduction: We will follow up our product development by introduction as

soon as we get the loan.

Page 27

Price
Price is only element in the marketing mix that produce revenue. As we know that there
are two major pricing strategies to set pricing those are:
1. Cost Value based pricing.
2. Customer value based pricing.
So for our new product we will like to follow Cost Value based pricing strategies. That is
why we setting price based on the cost for producing, distributing and selling the
product and a fair rate of return for effort and risk. So we add a stander markup to the
cost of the product.
By following cost value based pricing strategies we will go through Break even pricing
and target profit pricing.
Break Even Pricing:our product is new and in the introduction and growth level. So we
are assuming that though for first five or six months we may not be profitable but within
those months we will reach the break event point where our total cost will be equal to
total revenue.

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Target Profit Pricing: Our target profit is3,80,650 taka for 100 unit of our product.
Our product is new so we have not still same level of competitor. That is why we will not
setting our price based on competitors strategies, cost, price and market offerings.
As we say our product is new so we also follow the market penetration pricing
strategies. Since the product new in the market and our objective is to capture the
market and prolong our maturity we are following market penetration pricing. That will
keep new competitors from rising. And the whole market will be ours. Then with our
reputation and goodwill in the market we can adjust our prices in the future.
According to product line pricing 14 inches screen and 15.6 inches screen. We will have
to incur different cost for different product line. So we are charging 8888 taka for 14
inches screen and 9999 taka for 15.6 inches screen.
We are following psychological pricing strategies which is 8888 taka (for 14 inches
screen) and 9999 taka (for 15.6 inches screen). So that by pricing figure we also can
make positioning in our customer mind.
Our product basing point is the city of Dhaka. Our all product supply will be from the
Dhaka to the others city. We are not following dynamic pricing. So our product price will
not change for adjusting continually to meet the characteristic and needs of the
individual customer and situation. For all customers price will be the same.

Page 29

Place
Upstream Partners: Suppliers from China (Orange Co.), Finance, Information and
Expertise.
Downstream Partners: We will deliver our product in multichannel distribution. We will
sell our product directly via internet from our website, www.gentech.com to retailers
and to whole-sellers as well giving them a percentage of commission. So we will sell it in
Contractual Vertical Marketing System.
Adding Value by Channel Members:
Channel members adding value by bridging the major time, place and possession gaps
that separate goods and services from those who would use them. The nature of
marketing channels is very important for us because we can easily get information of
our product from consumer. So that we can take necessary steps to improve our
product for customer. We follow customer marketing channel.

Our product distributed by conventional distribution system because we are an

independent producer. We chose chanel 1 and chanel 2 because we will directly sell
Slide & Share online and we will also sell it to retailers. We can maximize our own profit
and we control over the others member and no formal means for assigning roles and
resolving conflict. We set up two marketing channel to reach our customer segments.

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Chanel Design Decisions:

1. Analyzing consumer needs: analyzing consumer needs is stands for some question

Do our customers want add on services?

Our customer want to buy our product in person or over phone or via internet?

2. Setting Channel Objectives:

We set our channel objectives in terms of targeted level of our customer service

Our company size and financial situation is not so strong because we are the new
comers in market, but soon we established our company strong by profiting .

As a new electronic product and we are the only producer so that we have still no
o petito s, so that e do t eed to a oid ha

el

3. Identifying Major Alternatives: we identifying our major alternatives by following

this :

Types of intermediaries

Number of marketing intermediaries

Its a responsibilities of our channel members

4. Evaluating The Major Alternatives:

The alternative which we selected it would be evaluating against this our economic
criteria, our market controls and adaptive criteria.

We decide our product will distributed in only Dhaka city, Bangladesh. so that we
do t eed i te atio al dist i utio

ha

els.

Channel Management Decision:

Our channel management decisions following by that Selecting channel members:

we select our channel member for look after our management process.

We managing our members and motivate them for taking control and finally we
evaluate or channel member by look after their performance.

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Market Logistic:
Our plan is to physically distribute our product by marketing logistic. It involves our
planning, implementing and controlling the physical flow of good.
Supply Chain Management:
We also follow supply chain management because by following this we managing
upstream and downstream value added flow of materials, final product and related
information among suppliers (Orange Co) and the final consumer.

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Promotion
Broadcast:
We broadcast our product presentation and ideas via radio. When our product achieves
large market share in product we plan to go through TVC.
Internet:
1. Facebook Tailored Audiences: The o pa

p o otes its products in facebook by

paying facebook to promote it to tailored audiences. Which in our case is the

residents from Dhaka, Bangladesh. The company wants to build a strong market in
Dhaka fi st so ith li ited esou es the o pa

eeds to set its p io ities straight.

Which in our case is the facebook audiences of Dhaka, Bangladesh. It will be for
informative purposes.
2. Facebook Shop Section: Facebook shop basically means the enhanced part of
facebook tailored promotions. After an audience sees our product in their
homepage they wil see the option to buy it now. We will have a facebook app
connected to our facebook shop section of the page and we will have them filled out
a form, providing their address in case they want a home delivery and again if they
want to come to our store, we will provide them the address.
3. Twitter: The brand has a twitter page and the website will be linked to the twitter
a ou ts io. That ill help usto e s ea h the o pa

s e site a d o de

directly from there. Again we will keep it active and create a buzz continuously so
that people talk about it and promote the product directly and indirectly.

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4. Blogger Outreach: One of the most difficult parts of starting a new business is
p o oti g a p odu t he

e do t ha e a audie e. If e do t ha e ou o

community built up, we either have to pay to drive traffic to your website, or tap
i to so eo e elses audie e u til e ha e ou o

. Blogge out ea h is a g eat

way to build prestige around your product and get it in front of interested shoppers.
Ask authoritative bloggers to feature or review your product. If we have an engaged
audience that trusts their opinion, it could drive a lot of traffic and sales.
5. Instagram: Instagram has over 400 million active users and its visual focus is perfect
for promoting products. Half of those users are on Instagram every day. Any brand
would do well to share their products on this network. There are several ways to use
Instagram to promote our product. We can share captivating images of our
products, share a stop motion video of one of our products in action, run a contest,
or reach out to influential Instagram accounts and ask them to share our product.
6. YouTube: In 2014, YouTube became the second largest search engine, behind
Google. Whats

o e, YouTu e ideos a also a k i t aditio al sea h e gi es like

Google. This presents a huge t affi oppo tu it . We do t eed to eate a i al

video to get results on YouTube. We can still promote our products with interesting
or helpful videos. By creating a branded channel, with our own videos, we can
control the narrative.

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Outdoor:
1. The company plans to sponsor special events in universities and indoor and outdoor
concerts to promote the product to the target market. Such as trade show,
demonstration, display.
2. Coupons for those who attend special event organize by the company.
3. Air advertising by small stunts plane.
4. We arrange a sales presentation in any multinational company or bank.
We promote our product by public relation also cause it also building good relation with
our company. Our company relate with various public by obtaining favorable publicity
and building up a good corporate image.
We release our product advertise in newspaper and we have a web page
www.gentech.com where people easily can buy or order our product.

Positioning
We want to established our brand as a strong reliable technological firm. We want to
launch it in a platform of usability and sharing of your work. We will be producing our
products from a renowned Chinese company (Orange Co.) which has a global positioning
of its own. We are the only technological firm in Bangladesh to produce such innovative
products. It is currently based in the capital itself. It is a very practical product it gives a
user more usability.

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Action Plan

A new market will be created for the target market. New market shares will be
captured. Market strategies will be carried out to keep competition out of the
picture.

The new market will be captured just as soon as the target audience is aware of our
new product. The company is assuming it to be within a year and half.

The o pa s top le el

a age e t ill eate the st ategies to e i ple e ted

on by the right individuals.

The costs for carrying out the Marketing Strategies are commissions to intermediary
marketing channels.

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Budget
An estimation of the revenue and expenses over a specified future period of time.
Our product is new so we following the budget method which is called objective and
task method.
Objectives and task method sets the budget based on what the firm wants to
accomplish with promotion and includes.
Budget

Unit
Product

Size and Cost

14 inches scene

i hes s e e

Budget
1

4500 Taka

5500 Taka

50

2,25,000 Taka

2,75,000 Taka

Total on Product Budget

5,00,000 Taka

Broadcast

75,000 Taka

internet

25,000 Taka

Outdoor

50,000 Taka

Display

50,000 Taka

Demonstration

25,000 Taka

sponsorship

1,00,000 Taka

Public

Special event

50,000 Taka

Relation

Web page

50,000 Taka

Sales promotion

50,000 Taka

Trade shows

1,00,000 Taka

Advertising

Sales
Promotional Promotion
Budget

Personal
Selling

Total Cost on Promotional Budget

5,75,000Taka

Start up cost ( once)

2,00,000 Taka

Maintains ( per month)

50,000 Taka

Total Cost on the Product

13,25,000

Taka

Selles of product unit

14 inches scene

i hes s e e

8888 Taka

9999 Taka

50

4,44,400 Taka

4,99,950 Taka

Total sells price

( 444400+499950)= 9,44,350 Taka

In first month we may loss about 3,80,650 taka because our product is new. This
product is in the introduction and growth level in the product life cycle, so in this level
we will spend more money for proportioning and for this reason it may be in loss. But by
promoting this product when it will make its own image and will be recognized we will
produce more units to sell. Hopefully within a few months we will reach the point of
break event point. After reaching break event point within few months we will able to
be profitable.
So, for starting this business our proposed budget to our investor is 20,00,000 taka.

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Control:
A company for which a majority of the voting shares are held by another company
marketing. Marketing control is the process of monitoring the proposed plans as they
proceed and adjusting where necessary. Many deliberate manipulation of factory such
as supply demand, pricing, transportation.
Feedback Process:
Online feedback submission through company website.
Customer care, calls customer and receive feedback.
Written feedback from filled by customer.
Research and development strategy to compile information
Sample testing.
Evaluation Process:
We can able to provide service.
Our company has no competitor.
We will also change color, size, function, display etc.

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Value Proposition
We reinvent your {laptobility}
With Slide & Share you can see, share and discuss more of whatever you want from your
laptop. Slide & Share gives you the features of having 3 screens in your laptop. When on
a one on one conference or interview you can share what you want and see the same
thing with someone who is sitting right in front of you by its 180 degree view from your
laptop. When on a conference you can share your projections to everyone from your
laptop by putting it in a tri-angular form with the extra 2 screens Slide & Share provides
for your laptop. Even when you are working alone like when you want to see a screen
and write something in another screen taking that as a reference Slide & Share is what
you need. It would come in handy playing a 3D game, designing an architectural master
piece. There are endless possibilities for your laptop when you have Slide & Share.

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Survey Report
While laptops are meant for portability, its never designed to carry multiple displays.
But thats about to change with a genTechs campaign called Slide & Share which aims
to add portable screens to your laptop. Slide &Share basically lets you attach up to two
different displays on the left and right side of your laptop. The screens are thin and light
with aluminum edges, and the resolution is 1080p each. These screens are clipped with
the original screen of your laptop and connects to a USB 3.0 port.
We asked 30 people in North South University some question about our product to know
their opinion.Our questions and their answers were:
Question
1. Is the price preferable?

2. Are the orginal layouts

preferred?

Male

Female

Yes 90%

Yes 80%

No 10%

No 20%

Yes 70%

Yes 50%

No 30%

No 50%

3. If you want any change in the Yes 10%

product?
4. Is the orginal twocolour
ashes silver and black is okey

Yes 30%

No 90%

No 70%

Yes 70%

Yes 10%

No 30%

No 90%

Yes 100%

Yes 100%

or you prefer otherwise?

5. Do you want to see more
innovative products like this
from genTech?

Page 41

Conclusion
To conclude it all we at genTech believe our product Slide & Share is an innovation that
will capture the attention of our target market and the market will be captured by its
full potential. We are on a verge of starting our journey in this technological world with
our first product Slide & Share. Without the participation of our stakeholders and
experts this would not have been possible. We expect to break even our selling by
selling 1000 Slide & Share in its first year and afterwards we will expand our firm and sell
more.

..............................................Thank You.

Page 43

Appendix
Bibliography and References:
www.google.com
www.bplans.com
www.sba.gov/starting
www.smallbusiness.chorn.com
www.netgrocer.com
www.managementstudyguide.com
www.wikipedia.com
www.wiki.answers.com
www.slideshare.com
www.youtube.com

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