Post on 16-Apr-2017
New product Launch & Marketing Plan
RISHI SOLAR LIGHTING
SOLUTIONS
By Abdul Gafoor
Primary Objective
To introduce a mass market solar energy lighting solutions with highly qualified after sale service staff that would create a new market in power shortage towns/ localities to use SOLAR LIGTING SOLUTIONS
By Abdul Gafoor
Secondary Objective
To convert existing generator users to use Rishi Solar lighting solutions
By Abdul Gafoor
Market Situation New product category ( Few Chinese lamps are available)
No Local or European brand is available.
Low awareness about solar power among Congolese.
Market is open.By Abdul Gafoor
Estimate Of Market Growth
Correlates with no power areas.
Highly sustainable growth as it is new concept and really required.
By Abdul Gafoor
Customer Needs Reasonable cost Good quality Long lasting Excellent technical & after sales service Value for money Satisfaction for cost. Minimum 2 years warranty. Easy to operate/ install / run Etc
By Abdul Gafoor
Customer Perceptions Unable to buy generators
Onetime investment, 2 years NO COST.
By Abdul Gafoor
Customer Buying Behaviour
Looks for 3 in 1 solution,
1. Value for money.2. Excellent after sales service.3.No running cost
By Abdul Gafoor
Competition Situation No real branded competition. Some generic brands are there from
china. Some companies tried, but failed. 1st Branded entry advantage. Huge sustainable market
By Abdul Gafoor
Distribution Situation ZERO distribution at present Need to create a revolutionary
distribution system Some generics are limited to some
super markets For this product Trade is king Price – Key determinant
By Abdul Gafoor
Macro Environment Situation Leading Economic Indicators are positive Agriculture, Mining, Manufacturing
Industries fairly doing well Government is doing well Economy on the growth – 7 to 10 % Per Capita Income on the rise Disposable income increasing – Upgrading
potential Effect on branded products positive.
By Abdul Gafoor
RISHI - Product Situation New product category. High quality product Excellent technical team & After
sales service 2 years warranty. Neighbors envoy & owners pride. Value for money.
By Abdul Gafoor
RISHI - Packaging Protected pack. Instructions leaflet inside in French. Easy to carry/handle. Minimum space required to place.
By Abdul Gafoor
SWOT Analysis – Weakness/Threats Risks of new Concept Selling Consumer may still prefer to have cheaper
generic solar lamps. Change of habits is too much to ask for Huge promotion cost Demonstrations cost Advantage of selling on branded name More import cost if brought by air Difficult keep > $ 125
By Abdul Gafoor
Opportunities Break the stranglehold of other lighting
solutions New concept in the market Building our own brand High sales, higher Profitability and ROI
equal to other electronics. Huge sustainable market & growth. Opportunity every where 1st entry with brand is advantage.
By Abdul Gafoor
Strengths Technically sound team. Excellent after sale service High quality product Good value for money.
By Abdul Gafoor
Sales Objectives 1st Month 500 units 2nd Month 2000 units 3rd Month 5000 units 4th Month 6000 units 5th Month 7000 units 6th Month 10000 units 1 Year 20000 units monthly
avgBy Abdul Gafoor
Marketing ObjectivesPrimary Target market
Families able to spend $ 125 one time investment.
Middle class income groups. NO POWER areas/ villages/ towns Etc.
By Abdul Gafoor
Positioning Branded with warranty
Excellent quality compared to generics.
Excellent after sales service
Available & feelable.
By Abdul Gafoor
Product Line/ Pricing
By Abdul Gafoor
Distribution Extensive distribution through super
markets & electronics shops.
Emphasis on sub urban & interiors.
Home to Home demonstrations & sales.
By Abdul Gafoor
Marketing Support Demonstrations near super markets,
restaurants and other crowded areas. Leaflets availability in super markets,
restaurants, electronic shops, offices Etc. Road shows in suburban areas & interiors. Print media Creating word of mouth concept. Marketing girl contacting offices , NGO,
officials Etc TV advertise and Radio with Congolese
famous sport star / singerBy Abdul Gafoor
Television Commercials Shall emphasise branding &positioning Shall instruct clearly the concept, particularly
“How it works?” Shall train the Consumer/ End User Shall break the mental blocks on solar energy Duration based on Story and Creative
Requirements/ 30 seconds Edits Highlight the warranty and quality after sale
service.
By Abdul Gafoor
Radio Commercial Create mass based awareness Drive home positioning Presence in ALL major Radio Stations Shall emphasise branding &positioning Shall instruct clearly the concept, particularly
“How it works?” Shall train the Consumer/ End User Shall break the mental blocks on solar energy Duration based on Story and Creative
Requirements/ 60 seconds Edits Highlight the warranty and quality after sale
service. By Abdul Gafoor
POPs Posters Leaflets Danglers Hangers
By Abdul Gafoor
Road Shows Vital media to reach directly to end
consumers Effective personal contact Direct Demo of “How it works?” Shall train the Consumer/ End User Shall break the mental block on solar energy Drive home positioning. Low cost promotion, using our cars Low cost high gain.
By Abdul Gafoor
Door To Door - nights Demo of product Explain “How it works?” Direct Sales to Homes Low cost high gain Customer can feel the product Collect the phone numbers & book the
orders
By Abdul Gafoor
PROMOTION LOG
No Activity Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10
1Leaflets
2Super Market Demonstration
3Print Media
4Door to Door operation
5Road shows
6Radio Commercial
7TV Commercial
By Abdul Gafoor
Marketing Budget Market Research to collect the below
information.
1. How much will it cost to print half the sign of A4 colour prints of 100,000.
2. How much will it cost to make TV commercial & how much to pay for endorsing personality.
3. Which areas in Kinshasa door to door demonstrations can be done.
4.Which areas in Kinshasa road shows can be done.
And all other cost effective promotions.By Abdul Gafoor
Let us go step by step and create a sustainable
RISHI brandTHANK YOU
ABDUL GAFOOR
By Abdul Gafoor