Marketing Plan: Table of Content

Marketing Plan
Table of content
Sr.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
Content
Vision Mission Product/service Creating Value For Customers SWOT Analysis Marketing Mix Product/service Expansion grid BCG Matrix Market Research Approach Market Segmentation/Targeting Porters Five Force Model Selection of an overall positioning Strategy
13.
Customer Driven Market Strategy
Marketing Management I
Project ReportSubmission
VISION
To be in multiple cities of India serving essential values to the customer and delivering the associated services.
MISSION
Our mission is to provide high quality services and to build profitable relationships in the process. We strive to eliminate
time and cost constraints by providing books and movies at the door-step of our customers.
Product/service
An online service of providing academic books, fiction, nonfiction books, movie DVDs on rent and sale and providing the product at your doorstep at affordable price.
Product Name:
www.movbooks.com
Creating value for customers

Understand the Market place Strategy Design a customer driven marketing Construct an integrated marketing program Build profitable relationship and create customer delight Capture value from customer
Market survey of 50 people
Demographic ,Psychographic, Behavioural.
Books and Movies
Follow up, Value delivery at any cost
Renting, Home delivery
Tailor made pricing,
Customer satisfaction, increase in customers, increase in profits
More
Warehouse Virtual World
Newspapers, emarketing, mobile marketing, word of mouth
IT staff, delivery staff, purchase team
Subscription process, pick and drop, purchase process
As such no but warehouse
SWOT Analysis
One of its kind Easy access (WEB,TELE) Wide Variety of products(Books, movies) Rental- Buyback Home delivery of books and movies. No bookstore is providing this facility. Untapped Market.
Strength
Lack of awareness among customers Non -availability of product for non internet users. No opportunity for checking the book. Lack of experience
Weakness
Opportunity
First movers Competition from physical library and book stores.
Threats
High competition from new entrants.
What problems are we solving and for whom?

We are trying to provide: Ease to Avail [Rental] Ease to Access [Web Based] Ease to Approach [Just a Call] To every individual of the society who is looking for books to read.
Marketing Mix
Product: Books(Technology, commerce, management, Fiction, nonfiction, Philosophy), Movies Price: Based on Subscription Silver: 500+1500(Deposit) Gold: 1000+3000(Deposit) Platinum: 1500+4500(Deposit) Place: Virtual World, Warehouse Promotion: Newspaper, Radio, Mobile, Word of Mouth People: Delivery staff, suppliers, IT staff. Process: Subscription, Delivery Process, Purchase process. Physical Environment: As such no physical space is not present people can contact us to our warehouse.
Who are our Suppliers? i. Publishing houses. ii. Dead +small scale libraries iii. Retailer(In case we are short of stock)
How much we will stock? Academic Books: Maximum as we can according to historical demand Extra reading books: As much we can stock.
Terms And condition On subscription 1. Monthly subscription 2. No of books depend upon the subscription [Silver (3 books), Gold(5 books), Platinum(7 books). 3. Same is the case with Dvds. ` On Damaging Products 1. If book will be damaged then effective cost will be charged(on the basis of BEP) If the MRP of the book is: MRP<= 500, 10% of MRP MRP>=500 and <=1000, 25% of MRP MRP> 1000, 50% of MRP
Unorganized libraries
internet and telephone
CompanyConsumer SUPPLIER
Marketing intermediaries
competitors Book publishing housemajor environmental forces

(exams and holidays)
Product/service Market expansion grid
At present our service is in the market development window of the grid. This is because our company is looking to provide a facility appealing to a new market altogether, although the product is already in existence. The new market will be those people who prefer a service wherein books and movies can be rented and are delivered at their door-step.
BCG matrix
How fast is it growing?

Expected growth rate in short term is 15% to 20% while in long term the expected growth rate is near to 5%. 5 years down the line we expect to be in TIER 1 cities of India while in long term we would like to be in TIER 2/3/4 cities of India
Market research approach:

Survey approach:
Surveys are the suited for descriptive research. Companies undertake surveys to learn about peoples preferences, belief, knowledge, and satisfaction. It requires a survey instrument,usually a questionnaire which the respondents are asked to fill. We adopted survey approach of research and prepared a descriptive questionnaire containing 10 important questions and asked the respondents to fill the questionnaires\s and answer their behavior regarding buyers buying books and movie DVDs. We collected the response of 50 respondents.
No. of people preferring Home Delivery over purchasing Personally
Purchase
Rent
After having conducted a market survey of 50 people we reached to the conclusion that 71% of the people preferred renting books and movies over purchasing them.
No. of people preferring Home Delivery over purchasing Personally
Personally Purchase
Home Delivery
In a similar survey we asked those people whether they preferred home delivery of books/movies or purchasing them personally. We found out that 68% of them preferred a home delivery of books/movies over purchasing them personally.
Market segmentation
Demographic segmentation Income Behavioural Segmentation Occasion: Exams, Literature Festivals. User status
Psychographic Segmentation
I. II. III. IV. V.
Social class Middle upper Middle middle Middle lower Lower Upper
DEFINING THE CUSTOMER

Middle class people of urban India. Colleges and Coaching Institutes. Corporate Houses.
VALUE PROPOSITION (Product/Service)

Different kind of Books Different kind of associated services Different kind of facilities [value for money]
What are the alternatives to our product\service and how are we better? Conventional Library:
From these kinds of libraries we are different as we provide PICK and DROP service, review from other readers, and observe leniency as far as returning of books is concerned.
Conventional Bookstores:
From these kinds of stores we are different since we provide RENT and BUY BACK facility.
Porters five force model
Threat from Competitors The main threat to our business is the existing well established book stores and DVD outlets such as BigFlix, Crosswords and Reading- Tree and also libraries and vendors selling the books at cheaper rates. Threat from new entrants As our business does not require a heavy investment it is easy to duplicate such an idea. Thus there is always a threat of competition from new entrants.
Threat of substitute As far as the books are concerned there is also another company Flip kart and Crossword which provide books (Although not rental), and as far as movies are concerned BigFlix is the substitute. Threat from customers Damaging the product, uncertainty regarding whether customer will accept the service or not. Threat from Suppliers Uncertainty regarding the regular supply of books and movies.Possibility of change in the terms of supply.
Selecting an Overall Positioning Strategy
Our service is positioned in a way where there are more benefits offered at a lesser price. This is because of the rental service we intend to provide to our customers and getting the books and movies delivered at their home, thereby providing an additional benefit at a lower price.
CUSTOMER DRIVEN MARKET STRATEGY
Segmentation is done on the basis of demographic, psychographic and behavioural basis.
Differentiation is done by providing home delivery and rental facility of books and movies.
Creating value
Targeting is done by focussing more on the youngsters and business class people Positioning is done by providing more benefits to consumers at a lower price.

Marketing Plan: Table of Content

Uploaded by

Copyright:

Available Formats

Marketing Plan: Table of Content

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Plan: Table of Content

Uploaded by

Copyright:

Available Formats

Marketing Plan

Customer Driven Market Strategy

Creating value for customers

Market survey of 50 people

Demographic ,Psychographic, Behavioural.

Books and Movies

Follow up, Value delivery at any cost

Renting, Home delivery

Tailor made pricing,

Customer satisfaction, increase in customers, increase in profits

Newspapers, emarketing, mobile marketing, word of mouth

IT staff, delivery staff, purchase team

Subscription process, pick and drop, purchase process

As such no but warehouse

First movers Competition from physical library and book stores.

High competition from new entrants.

What problems are we solving and for whom?

internet and telephone

competitors Book publishing housemajor environmental forces

Product/service Market expansion grid

How fast is it growing?

Market research approach:

No. of people preferring Home Delivery over purchasing Personally

No. of people preferring Home Delivery over purchasing Personally

I. II. III. IV. V.

DEFINING THE CUSTOMER

VALUE PROPOSITION (Product/Service)

Porters five force model

Selecting an Overall Positioning Strategy

CUSTOMER DRIVEN MARKET STRATEGY

Segmentation is done on the basis of demographic, psychographic and behavioural basis.

You might also like