NORTH SOUTH

UNIVERSITY
MARKETING
PLAN
Course: MKT202
Section: 32

Submitted to:
Md. Afnan Hossion

Submitted by:
1. H.M. Mahir Uddin - 1621455030
2. Md. Belal Hossian - 1612591630
3. Fariha Ishrat Jahan - 1611162630
4. Nabila Farhana - 1611127630

Authorizer:
Md. Afnan Hossain
Lecturer
Marketing & International Business
School of Business & Economics
North South University
Dhaka, Bangladesh

Letter of Transmittal:
21st July, 2016
To
Md. Afnan Hossion
Faculty, MKT202
School of Business
North South University
Subject: Submission of the group project report
Dear Sir,
With due respect, we would like to inform you that it is a great pleasure for us to
submit the marketing plan of " Shoes from recycle Soccer Balls" as requirement
for the MKT202 course. In this report of "Shoes from recycle Soccer Balls", we
have tried to implement our learning from this course. We would like to thank you
for offering the opportunity to work on this marketing plan. We gave our best effort
to make this report precise & reliable. We firmly believe that this report will meet
your appreciation. We would sincerely appreciate and be intense enough to make
further corrections where you think it is obligatory. Your generous counsel will
encourage us to do supplementary research in imminent future.
Sincerely Yours
____________________
________________ _________________
H.M. Mahir Uddin
Md. Belal Hossian
Fariha Ishrat Jahan
ID -1621455030
ID - 1612591630
ID - 1611162630
_____________
Nabila Farhana
ID - 1611127630

Table of Contents:

1.
Executive Summary
___________________ 5
2.
Introduction
_________________________ 6
Company Background ______________
6
SWOT Analysis ____________________
7-8
Competitor Analysis________________
9
Service __________________________ 10
Logo & Tag line____________________
11
Mission statement_________________
11
3.
Raw Material
_________________________ 12
4.
Marketing Strategy
____________________ 13
Segmentation_____________________
13

 Target Marketing__________________
14
Market Positioning ________________
15
5.
Marketing Mix
_______________________ 16
Product__________________________ 17
Pricing __________________________ 17
Place ___________________________ 18
Promotion _______________________ 18
6.
Conclusion
___________________________ 19
7.
Appendix ____________________________
20-21
1.Executive Summary:

We are making our product on the basis of our customers

demand. Our main target market is our young generation.
Our main raw material is used soccer balls. Basically, we
decided to recycle the used soccer balls and processing
the strong thick leather to make turfs and shoes. We are
developing our market gradually. We segmented our
market in the basis of demography. We are not doing cost
based pricing. We are trying to ensure good quality
product with less cost, so that all can afford it. During any
religious festival our products price will be 50% of its
original price. Promotion of our product is done right now
by sponsoring sports competition. We are focusing on our
strength right now and trying to overcome all weakness.
We are expecting assist from government to run the
business in a dedicated way so that the customers good
experience is ensured.

2.INTRODUCTION

Company Background :
Callibars is a shoe company which was formed by four
young entrepreneurs. They had a vision to ensure good
experience for their customer. They have always tried to
maintain pace with latest trend and all time demand. In
the beginning of their journey they used to produce futsal
only. Now they are developing their market by introducing
converse, kids. Their initial target market was youth
society. Now they are making shoe for kids and middle
age persons also. From the beginning of their journey,
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they have always tried to add benchmark for Bangladesh

by their products.

SWOT ANALYSIS

#Strength
Myopia won't take place.
Many opportunities for market development.
Target market consumer is good in number.
Product or production procedure isn't harming the
environment.
Quality can be ensured with cheap labour cost
#Weakness
Lacking of skilled manpower.
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 Tough to take position in market.

Poor infrastructure of road delaying in product
delivery.
Unsettled political situation.
#Opportunity
Good promoting opportunity because of increase of
sports.
People becoming more fashion conscious.
World class brand ambassador in Bangladesh is
increasing.
Target market can be extended.
Eco-friendly product.
Threats
Economic recession.
New competitors.
Cloning or piracy of product.
Natural disaster prone zone.
#THREAT

Economic recession.
New competitors.
Cloning or piracy of product.
Natural disaster prone zone

Competitor Analysis
#Addidas
Addidas is one of the major competitor of the company.
They produce converse, futsal and so on for teens and
adults. They have a good market globally. In Bangladesh
they don't have their own showroom. They created their
market by some retailer shop and online shopping based
market. They also ensure value proposition of their
products.
#Lotto
Lotto is developing their market in Bangladesh by
establishing outlets in different region. Their futsals have
good customer demand. They are trying to capture the
market by sponsoring different sports competition. They
are promoting their products by adopting different
methods.

10

Service:
Our main target is to make our customers mind more
colorful. To serve them properly is our main motto. We
have entered the market not only as a entrepreneur but
also as a good server of the society. So we are always
planning to serve the customers. Our customers on their
every purchase they will get gift hamper. Our customers
are serving us by purchasing our product, in return we
will serving them in all possible ways. During any festival
we will set the price of our products 50% of its original
price, so that people of all strata can afford it and enjoy
the festival being jolly. There will always be discount for
student on our products. Our salesman aren't less than
the family member of our customers. They can frankly
share about their demands. Our services will be trained in
a proper way so that they can serve the customer
properly. Our services will be decided by the customers
demand, we will do regular survey so that we can
maintain their demanded services. We will always ensure
that, our customer will get a product of good quality and
feature with involvement.

11

Logo & tag line:

12

Mission Statement
Customers taste of fashion and their experience are the
things we care for.

3.Raw Material:
For our product we use these soccer balls -

13

4. Marketing Strategy:
Market Segmentation:
By segmentation we mean, dividing any, markets into
various segments. Before doing any segmentation we
need to see whether the segments aren't same. There are
many procedures do to segmentation. We have done
segmentation on the basis of demography. We have
always wanted to avoid myopia. We done our
14

segmentation on the basis of age. We have done four

segments. They are as follows:

Segment
Segment
Segment
Segment

1
2
3
4

Age
Age
Age
Age

(03-12)
(13-25)
(26-46)
(47-65)

Target marketing:
We have four segments to select our target market. We
have gone for segment 1 and 2 for our target market. Our
main product is turf and converse. So segment 2 is our
concentrated target market. In this market we have more
customer. For example, school, college and university
15

students. They are more fashion conscious and they are

also much interested on good experience of sports. We
will eventually increase our market and customer share.

Market positioning:
By market positioning we mean to place an image of the
value and existence of the company's products in the
minds of the targeted customers. In recent days we have
posted our advertisements on billboards in different parts
16

of the city and soon we will be opening a Facebook page

of our company and will also be advertising in different
television channels. We will do positioning by adding in
customers mind by placing the experience of the
previous customer, which will help the customer to
purchase the product. Our customer can enquiry about
their product at any moment from public relation officer.
In the beginning we will maintain all this for maintaining
positioning of our company.

5. Marketing mix:

A marketing mix is all about the following things

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Product:
Our product is based on recycling of soccer ball.We have
two types of shoes right now , fustal and converse. We
are ensuring good experience of our customer by making
good quality shoes.We are conscious of latest trends and
also on myopia. So we are making our product keeping
18

this thing in mind. Our product is generally based on its

quality and style.

Price:
Our price is set on the basis of our target market. We
want to go for low price strategy so that students and
youths can afford it. We will ensure good quality at
reasonable price. We are not based on cost based pricing.

Place:
We are launching our product in an educational
institutions based area and also around stadiums. Cause
our main target is teens and university students. So we
can ensure a good customer share. Customers can also
avail the product easily.

Promotion:
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Promotion comprises all marketing communication

activities between company and its customers. We will
promote our product by sponsoring any sports
competition. We will go to rural area and promote our
product. We will go for our world class sportsman to make
them our brand ambassador. We will publish
advertisement through billboard in the business places in
Dhaka. We also make advertisement for radio which will
broadcast twelve times in a day.

6. Conclusion:
Our company is now trying to make proper use of plan.
We are focusing on customers demand basically. We will
gradually develop our market. Our pricing strategy will
always be same. We will try to add more value
proposition. Customer relationship management will be
20

improved more. Our customers want will always be our

headache. Their better experience and colorful mind will
be the ultimate value of our product.

7.Appendix:
One frequent question asked by people is that why
people will prefer the brand Callibars rather than other
brand:
The thing is we will provide the best quality of product
with reasonable prices. Moreover, we will provide post
purchase services as well. We will give 6 months
21

warranty after purchasing the shoes. As the shoes are

made from leather, people will feel much comfort when
they wear it. The company can make a survey to identify
the weak side, customer preferences on shoes type,
design etc. The survey can be taken by asking the
questions mentioned below-

Q1: Which type of shoes you prefer while comfortable for

use?

Converse
Sneaker
Cades
Futsal

Q2: Which type of design you use in your shoes?

Simple
Gorgeous
Q3: Among which price range you usually buy shoes?
800-1000
1200-2000
Above 2000
Q4: Which color do you prefer on your shoes?
Black
White
Others
Q5: From where do you prefer to buy shoes?
22

 Local market
Show room
Others
Q6: Which one is most preferable?

Brand
Quality
Price
All of above

Q7: What kind of add attract you most in case of Shoe

house?

Television
Newspaper
Billboards
Magazine
Radio

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