MARKETING PLAN for

greeners

ltd.

Executive summary

We are preparing for the proposed launch a new service company into the market called greeners ltd. This company comprises of a group of consultants who provide expert advice on how to go green, i.e. to make the different places around us more environmental friendly so that it poses less dangers to the vulnerable earth of ours. There is no such existing service in Bangladesh so we are the pioneers in the field. lthough unprecedented in our country, the service has !uite a demand in both the business and consumer markets. This has been revealed by a primary empirical research conducted by us which provided the base of our business plan of launching such a service. "o we are looking to take advantage of this demand and provide this groundbreaking and noble service in this country. #ollowing is a thoroughly detailed outline of a plan which would enable us to market our company, greeners ltd. We plan to target specific segments in our markets and with our company resources, strategies and uni!ue, !uality services and marketing efforts provide for their needs and capture a great market share.

Research

s mentioned earlier, this product is new in the county and we are the pioneers of it. But once the idea for the product was generated by us it was tested and then backed up by research before thinking of launching it into the market. The concept was tested out through a survey and the need for the product was reinforced by the results. $n the survey we provided a !uestionnaire %given below& to some of the biggest companies of the country and few of the most influential and educated people of the country and then they were carefully and honestly filled out. The answers provided by them gave us enough evidence to conduct a research regarding the feasibility of the product and the findings clearly revealed that such a service is necessary in the country. 'ence, the preparations to launch greeners ltd. today.

Introduction

This company has been founded two weeks ago by three entrepreneur friends coming from three different industries( one from the garment industry, one from banking sector and the last from industrial product manufacturing. part for the extreme love and respect they have for each other there is another common ground in them( they all share an avid interest in green businesses. "o together they planned to startup greeners ltd. which would help spread the green interest in the among the countrys business ) social networks. *reeners ltd starts its +ourney with a clear mission that states( "ee more shades of green in the city through us. *reeners ltd. is a new service firm of a different kind and will help start the green revolution, which is spreading like wildfire all over the world, in Bangladesh. $t is basically a consultancy firm which helps you to go green. ,ur consultants will give

people advice on how to make your offices, industries, homes and other organi-ations more eco.friendly and thus more green. The advice given will concentrate on what you can do on your part to help save our endangered planet and slow down the processes of global warming and diminishing natural resources. The advisors will emphasi-e on the three /s( /educe, /euse and /ecycle. 'ence, the counseling given will be regarding energy and water conservation, waste reduction and recycling, complying with environmental laws, prevention of pollution and so on. The increasingly socially responsible people and businesses of today are sure to take up our service for the greater good. The reasons they might want to take up our service are( $t is the right thing to do as it will make our city a better place to live in, make it less harmful for the earth and also slow down the process of global warming and gift a better future to the next generation. *reening efforts are also immensely cost reducing so it also aids businesses and homes to cut down on costs. This also gives businesses and other organi-ation a positive image.

This could be a wonderful business opportunity0 one that poses a few more risks than usual but at the same has the potential to be extremely rewarding not only in monetary terms but also in case of setting a business example.

SWOT Ana ysis

Stren!ths" ,ur consultants are the best in the country when it comes to environmental issues and they can provide us with advice over the phone or on the internet so since their work is limited we only have to pay them limited amounts. ,ur administration and management staff is both experienced and competent to deal with customers ideally and its very important as we are in the service industry.

We provide such a service which can be related to saving the planet so we are doing the right thing as far most people are concerned and this is a positive image for the company and can result in an advantage. ,ur owners having come from big and varied business backgrounds and the nature of our business being fairly less expensive we can easily divert large funds toward marketing effort which would make us stronger as a brand.

Wea#nesses" s a new entrant into an unknown market we have no experience in this field and also virtually no idea of how things may go in the business so this may account for a huge disadvantage to us. ,ur brand being newly formed has no awareness of brand name as it is neither established nor has a good image so this might hinder us from attracting customers initially.

Threats" The economic recession worldwide can pose a big threat to all businesses now. lthough the effects in this country are less prominent but still we see a decrease in consumer spending and overall demand in the market and also all other businesses looking for cost cutting measures so my product could be under threat as it is an expense businesses and consumers could do without now. The lack of awareness regarding the real, grave environmental problems that may hit us could also be a threat to my product as people might see the product as unnecessary.

O$$ortunities" $n todays business world every business is trying to gain a competitive advantage and build good customer relationships by enhancing goodwill so by going green with us and doing the right thing might be perceived as a means to gain that extra edge over competitors.

The start of the green revolution all over the world and the ever increasing threats of global warming have made people more cautious ) eco . friendly and trend of going green is spreading among them so this poses us with the perfect chance to step in and do business.

O%&ectives

,ur ob+ectives set are very challenging and hard line but can be achievable through proper business plan implementation. We expect to cover all costs make profits from the very first year of operations, although small in amount, and also hope to capture a good amount of our target business market. The return on capital employed we want in our first year is around 1 2. But from the second year onwards we hope to make substantial profits, penetrate further into the market and get healthy returns of above 34 2.

Mare#et Revie'

There are no other companies providing such services in the country so we have no competition. But there is huge potential market for our products. The market consists of both consumers and business and other organi-ations as they all have some sort of greening needs. Mar#et se!ments" The markets consist of various different kinds of buyers so we need to group them into smaller segments. "egmenting the market in various combinations in the best way to view the market structure. We would use more than one variable to divide both consumers and business markets into smaller groups. ,ur market segmentations would be as follows( 3. *eographic "egmentation re!uires dividing the country market into several different segments which comprise of the main cities of Bangladesh. #or example 5haka, "ylhet, 6hittagong, 7hulna etc.

8. 5emographic segmentation divides the market with variables such as age %e.g. 89.1:&, gender %male and female&, income %more than Tk. 49999 per month&, education, race, nationality etc. 1. ;sychographic segmentation divides the market into different groups based on social class lifestyle or personality, for example people can be from the upper class of a society and young people tend to have a hip and trendy attitude. ;eople in the same demographic or geographic group can have different psychographic makeups. Business markets have similar bases of dividing the market into groups. *eographic segmentation divides markets into specific regions of their operations whereas0 demographic segments describe the market structure in terms of business si-e ) industry. Tar!et mar#ets" We at greeners ltd. are trying to target specific segments in the market so that we can serve them best. These are customers we think are most need our product and most likely to ac!uire it. ,ur primary consumer targets in the business market are the big multinationals, businesses and other organi-ations in and around the capital 5haka operating in a large, prominent industry, with a number of workers that is greater than 899 and that fetches a high turnover year after year. These organi-ations need our product to both cut business costs and help build good business image. ,ur secondary target market is high income earning professionals in 5haka aged 81< who have a high level of education and social status. These people are more likely to ac!uire our product as they are generally more conscious and aware about world affairs and also because they may perceive it to be the right thing to do for the city and the environment.

Mar#etin! strate!y

s we are launching this product for the first time and its a new thing in the market we opt to go for concentrated or niche marketing. ,ur choice is +ustified as the product class is in the early stages %introduction stage& of its life cycle in the market. #urthermore, the service has a great deal of variability and also the company labor resources are limited. ll of these reasons show that we ought to only focus our marketing efforts to the market segments we have targeted.

(i))erentiation and $ositionin!" ,ur overall marketing strategy is to go for product differentiation. The product we give is uni!ue in every sense and it relates to providing something which will save the planet and make 5haka a better place to live in for the future. "o we are offering something very different in terms of the market. =sing this product differentiation strategy we position our service in the minds of our customers as something which will humani-e the metro and it appeals to the senses of all consumers can be ac!uired by them through us. ,ur positioning statement is( To the responsible citi-ens and businesses of 5haka greener ltd. ;resents you with an unprecedented opportunity of turn this busy metro of ours into a much greener, cleaner and much less meaner city by providing you with advice on how to go green.

The * P+s" Product strategy, we provide an exclusive service to our customers that is comparable nothing there is or has been. $t focuses on turning your organi-ation and homes into more environmentally friendly entities, one which is less harmful to the planet. This service will not only make our city a better place to live in but also help businesses in cutting down on costs and build good image. We would also provide advice and consultancy for our clients over the telephone and the internet around the clock for their convenience. The service also includes 8:.> post service customer care and advice free of charge. This is a one of a kind service to not only solve the customers problems but also the problems of this nation as a whole. Pricin! strategy. the cost of the service will be fairly low compared to the abilities of our target segments. We would go for market penetration pricing strategy as we are the pioneers for this new product in order to attract a large number of customers to ac!uire a great market share. ,ur pricing would be based on the perception of value the product would bring to the customers, so we would adopt value based pricing. lso as the individual costs of serving individual customers is almost impossible to calculate so our value based method is +ustified. The price ad+ustments strategy would be dynamic pricing as our prices would depend on several situational factors such as si-e of task, type of organi-ation etc. we would also offer discounts and allowances to special organi-ations, such as schools, government agencies and ?*,s ac!uiring our services.

P ace. we would have two office outlets in the city located in @oti+heel and *ulshan.8 for convenience of our customers. This way we can cover both the commercial areas of the city and posh areas with luxury homes. Promotion strategies. our promotional strategies will be exhaustive through all forms of the media. We would employ heavy TA measures pre. launch which would consist of TB, radio, news paper and online advertising of greeners ltd. and also through putting up billboards at key locations where product feature and point of differentiation is emphasi-ed. ,ur launch would be a grand event where celebrities and opinion leaders of the country would be present. ;ost launch techni!ues would mainly comprise of BTA measures which concentrate on building relationships and goodwill through word of mouth and this will also be backed by further advertising.

Action $ro!rams

*reeners ltd. will be launched on new years eve and the following summaries the marketing actions taken both before and after the launch to reach our ob+ectives. $n 5ecember we will put up billboards and banners in key areas of the city to create the bu-- of a new product in the market. We will also set up stalls in various trade fairs which will make businesses aware of our opening. We will also visit big businesses and entrepreneurs individually to enlighten them about us and also invite us to the grand opening. ,ur field staff will also supply leaflets and supplements about us at key commercial areas such as @oti+heel and *ulshan. ,n new years eve our launching will be held at a hotel ball room in the city in a grand way and attending the ceremony will be celebrities, sports stars, politicians and influential and important opinion leaders of the city who will all be giving speeches about us and our noble cause. nd also announce that for our first year of operations we would give out free greening tools %e.g. recycling bins and 6#A lights& to companies whose pro+ects we undertake. $n Canuary we would further advertise greeners ltd. through billboards %like the ones below&, newspapers, television %during primetime e.g. during the news and business programs& and the internet with carefully constructed ads to appeal to our target customers. We would also open up a company web page and group in social networking sites such as #acebook. We would also maintain a company blog called the green blog where the most influential writers of the country, employees, owners and customers can express their thoughts about greeners ltd.

$n #ebruary we would undertake social marketing efforts such as roadside tree planting and street cleaning pro+ects to emphasi-e what the company stands for which is going green. lso in this month we would take an initiative which would see us selecting a well known organi-ation and an opinion leaders house and advising them on how to go green free of charge. $n @arch we would start a monthly award giving ceremony called green business of the month and green person of the month which would reward the person and organi-ation who have made a significant effort toward going green. This program will be telecasted live on national TB. s our advertising continues we will produce different sort of TB ads from this month which will feature well known people who have ac!uired our services and are satisfied by it.

-randin! strate!y

strong brand then needs to be built in order for our product to succeed. Brand represents everything feeling and perception of a product in the customers mind and so we need to tell them properly what we greeners ltd. s a brand stand for. This will aid us to create a brand e!uity which has a positive response on customer response to the product.

Brand name. greeners ltd.

"ymbol. ;ositioning. humani-ing the metro Brand sponsorship. it is a manufacturers brand where the service is sold by its providers.

Brand awareness and experience is important as it builds the brand and plays a big part in brand management. This is achieved through touch points where consumers and product come in contact with each other. The process involves advertising in the media and word of mouth. lso included in this process are the employees who are truly aware and believe of the brand features, what it stands for and its promise and it is an imperative as we are in the service sector where employees can play a big part. "o we will also undertake training programs for them. ,btaining regular feedback from customers and checking on the companys strengths and weaknesses will also enable us to manage brand properly.

The $roduct i)e cyc e

s our product is very uni!ue and we are the pioneers of it a lot of its life cycle depends on customer reactions. $f the idea is taken up well by consumers and there is a positive response from customers toward the brand we can expect it to have a fairly long and standard life cycle with smooth transitions from the introduction stage to growth then maturity and finally decline. This is because we have no competitors and also our product is based on a style invented recently. ,ur strategies in the different phases of the life cycle are outlined below(

Introduction, ,ffer a basic product with extra features like free greening tools. =se market penetration pricing to gain market share. =se heavy advertising and promotional tools.

Gro'th, ,ffer the same product and other products under the same category with extra sales services

=se the same pricing strategies of penetrating market and increase number of outlets. /educe a little on advertising and promotion as product is already well known.

Maturity, $ntroduce new brands using the same concept. =se same pricing strategies and go into different locations $ncrease advertising and promotion as now there are different brands and different locations.

(ec ine, "hut down weak products and continue with one that has greatest demand. /educe prices and shut down least profitable outlets /educe to a minimum level.

.ontro

We are planning to take tight control measures which would ensure us of high !uality service and greater customer satisfaction. This coupled with feedback from customers will enable us to keep standards up and keep improving all the time. We can also detect deviation from the plan and take immediate corrective actions. ll these will really help us in the business and hopefully can run flourish into a formidable business unit in the future.