INTRODUCTION

Acmelight Company is developing and producing glow in the dark painting and other decorative
products for all spheres of construction and renovation, design and advertising, safety and
evacuation systems. Glowing paint Acmelight TM is the revolutionary technology, working on
the basis of luminous pigment , which is able to convert absorbed energy into the glowing at the
darkness.

The company is basically looking for dealership contract and we found their offer attractive
enough to take a risk investing on it.Our business is primarily a franchising business, therefore
for the paints we do not have to have any manufacturing process, we would be directly importing
the paint buckets and store it in the warehouse and then from the warehouse to our retail outlet.

The business deos not need any huge investements and neither does it require any searching of
high-qualified and expensive specialists.The terms of starting are simple as well.Moreover,we
would be the first ones to franchise such products in Bangladesh which would keep away our
worries regarding competitors, an advantage of being the first mover. We are also promised the
provision of free bonus promotional materials and also their practical support and consultation in
order to grab the potential market surrounding the product.

Product List

The specialty of all our product is that it glows in the dark.

1.Glowing Paint: It is basically our core product,the paint which absorbs energy from natural or
artificial source and glows when in darkness.The glowing paint comes in different kinds depending on the
surface it is painted on.There are separate glowing paints for metal, concrete, glass,flower and
even textiles. These not only just glows, it also keeps wall or metal surfaces fresh and stain free. Its
washable paint.

2.Glowing stones: These are little stones used for interior decorations mainly, which glows in the
dark in the same way as the glowing paint.

3.Glowing Nail polish: It is a polish for the nails which happens to glow in the dark.Glowing nail
polish is not just a possibility to create the unique image on disco or at the night club, but also the
prevention of nail diseases and care.

4.Glowing Film and Photo-paper: These are photo papers which glows in the dark and are used for
printing photos and pictures in posters, banners, leaflets etc.It could be used fro emergency evacuation
plans also.

5.Glowing threads: These are the luminous threads which glows in the dark all by itself.It could be
sewn in clothes but manly is worked out and produced for sewing and cutting-outs, embroidery of the
moon, stars or tropic fishes, as well as elements in Avatar style, which will have an effect of glowing at
the darkness after charging from the light source.

6.Glowing gel candles: Just as the name suggests, it looks like any other gel candle with a difference
that it has the uniques capability of glowing in the darkness.

7.Glowing footballs:Footballs that could be taken out to play at night training sessions or in your
lawn as it possess the ability to show itself even in the dark.
Service:

The service we will be providing will be painting service. Our paint products can be purchased alone or
with the service. The benefit of taking our service is that our painters can paint different types of scenes
and designs to decorate the interior and exterior walls. We will be having catalog of different designs to
be painted, created by our graphics designer. We will also accept designs given by our customers and
transform it into their walls. Along with the designs and patterns on wall, we will also continuously do
research and add creativity to our decoration catalogue. the Glow in the dark paints will be mixed with
normal paints to complete one design in a wall for cost effective purpose. Our other products like photo
papers and glowing stones will be included in the interior design packages for bringing new and unique
looks for home interiors. We will also make designs for exteriors of Bangladesh houses and apartments.
The walls of Bangladesh are going to be super customized with new looks that glows at dark for the first
time.

Segmentation, Taregting and Positioning. (STP)

We did the market segmentation for our product and service using the ABELLs Framework.
Customers want to have new and distinctive ways of decorating their houses so as to be able to
feel good when visitors and guests come to their houses. The main intention for the customers is
to get praised by the guests and also get appreciated for their superior tastes and choice and sense
of design in decorating the house.
Glow-in-the-dark products that include paints and other furniture and decorating show-pieces
offer these consumers the new dimension of showcasing their home-decorating talents in the
semi-illuminated rooms and completely dark rooms. Specially the chance of surprising the guests
with decoration in completely dark rooms was an avenue that was completely uncharted till now,
at least in the South Asian countries.
Here, we are targeting the families with income range considered to be between middle income
and high income. We will also welcome restaurants and other businesses as the offered products
will allow them the opportunity to pleasantly surprise and amaze their customers.

Geographic segmentation: Clubs, lounges and other restaurant located at Gulshan,

Banani,and Dhanmondi. We are going to target that business sector where decorations as well as
lighting are important attributes in terms of sales, popularity and customer loyalty.
Demographic segmentation:
Age, gender, Income.
Age: teenagers and middle aged.
Gender: male & female.
Income: Tk/-50,000 and above monthly.
Psychographics Segmentation:

Personality, lifestyle
Personality: Artistic, attention seeker.
Lifestyle: posh, outgoing.
Our product will be in two different version, we are going to be selling one version for
consumers and another version for businesses. You can sell a higher-priced version of your
product with extra features in specialty stores to attract young, affluent singles, and sell another
version with fewer features at a lower cost to young families or seniors.

Targeting:

The first strategy is the single segment with a single product. In other word, the marketer targets
a single product offering at a single segment in a market with many segments. For example
Banglalions sky is a high value product aimed specifically at business people willing to pay
more for speed. Like this Acme Light will have different product targeted at different segment,
for e.g: glow in the dark footballs for teenage boys.

Secondly we can ignore the differences in the segments, and choose to aim a single product at
all segments i.e. the whole market. This is typical in 'mass marketing' or where differentiation is

less important than cost. This strategy will be used for our paint products as this can be bought
by majority segments, therefor to be cost efficient we will use same marketing strategies for all
but then again in our service we provide of painting different designs with our paint we will
target differently at different segments like in the catalogue of designs there will be different
segments of design for teenagers, youth and middle aged.

Positioning
Our products will be positioned by:
Product user class: Which will state that only the trendy and upper class people can understand
the value of such fascinating products. We will try to position Acme Light in the upper class of
products by showing that only smart and rich can use it. In our advertising campaigns we will
develop this type of message. We will show that all the rich and stylish people in Europe are
using our products.
Product class: Pretty much same, by this strategy we will speak about the new and uniqueness of
the product which differentiates it from any other interior decorating or fancy products. The
brand Acme Light will portray a luxury brand image. We will hold exclusive promotions like
organizing concerts in Hotel Rupushi Bangla and Sonargaon.

Aggresive marketing strategy:

For Acme Light we will focus on aggressive marketing.For a company to grow from strength to
strength the only source of climbing is through your aggressive marketing. As its completely new
in market, using aggressive marketing we will expose its uniqueness most effectively to the
customers. We need aggressive marketing to make people think that they need this product to
reflect their standard and class. Acme Light products are not products of need, therefor to bring
profit from such fancy and luxury product we need aggressive marketing. In addition acme light
is an unsought product which consumer don't know much about so aggressive marketing is
required for this product.

TYPES OF AGGRESSIVE MARKETING

1,Media messages : A form of ADVERT
2,Use of BIG BILL BOARD : Using a good sign post is very important so far you comply to
rules and regulations guiding them

3,Use of promotional PEN, T-SHIRT ,BOOK , etc: Engraving your company name on those
items are very important as part of promotion.
4, Giving your STAFF (MARKETERS) TARGET: This involves giving them specific task each
and every one of them must meet monthly.

The Four P strategies for our business:

Product:
The word product qualifies a marketing concept. A product is more than a person, place or thing.
Nothing is more important to a marketing strategy than the "product concept".Acme Light has
variety of products including paints for different surfaces, interior and exterior decorating
stones, papers, nail polishes, footballs etc. The speciality of all Acme Light products are that it
glows in the dark and magically for about 6-8 hours in darkness. It gives a stunning look to
decorations of homes, lounges, clubs and restaurants. The product is differentiated by its new
glow in the dark technology by photon absorption. This is completely a new type of product in
Bangladesh market and it has got a unique characteristic and it is expensive therefor this product
will fall under luxury class product. The image of the Acme Light products will be marketed as
premium products.

Place:
Place can mean geographic and demographic, or in others words, where and who. It can also be
the way you take your product to the market (distribution). For the retail outlet we rent a shop in
UAE shopping complex in Banani, Kamal Atatuk Avenue. This place is selected as this is located
in a prime place of dhaka city. People living and shopping around that area consists a lot of our
target customers. Many rich people come to this mall to shop. Also there is AIUB around which
has many young style oriented customers and other people living around that area also holds a
good amount of disposable income. Our shop will be in the first floor just beside Dressy Dale, a
premium garment shop for ladies. Women has more interest in interior decorating products, so
this spot for our retail outlet is expected to be very effective.

Promotion:
For promotion we have to come up with creative and effective messages and medias. As we are
following aggressive marketing strategy therefor lot of promotions should be done to aware our
target customers about our product. All our promotions will be congruent with our positioning
and targeting strategies. Some creative ways to do promotion will be:
Space advertising (magazine, internet)
Direct advertising (postal/ email)
Telemarketing
Personal sales (sales people, reps)
Media advertising (television, radio)
Billboard (highway signs, hallway posters, blimps)
Incentives (tee-shirts, awards, vacations, contests)
Discounts (sales, coupons)

Price:

The pricing strategy will be premium market pricing instead of market penetrating pricing
strategy. We will price our products at about 200% profit. The reason behind this to make it a
luxury product with high premium price justified by its uniqueness and beauty. If we keep the
price low, then the luxury appeal reduces, it gets affordable by majority, therefor high income
standard people will not find this a product to reflect their buying power and personality. A
market price has nothing to do with the product or company. Company may sell the product at
the price the buyer is willing to pay.

Pricing:

The pricing of the products are based on the costing of the product. It would cost Sparkle
Limited almost 70% of the products price for transportation purposes only. Then the salary of
the employees, rent of the warehouse and retail stores and other expenses will also have to be
considered. Thus it has been fixed that all the product prices will be set at 200% of the
Acmelights regular dealer price for those products in Ukraine.
A list of AcmeLights regular prices and market prices in Bangladesh have been given below:
paint products
Dealership price
Selling price
Acme light Concrete paint 1l
80 euro
240 euro
Acme light metal paint 1l
100 euro
300 euro
Acme light tree(wood) paint 1l
100 euro
300 euro

ready products
Dealership price
Selling price
glowing photo paper A4
2 euro

6 euro
natural glowing stones 1kg
17 euro
51 euro
glowing nailpolish 1pc
3 euro
300 euro

Promotion:

Initially, we would distribute 20,000 leaflets in the residential areas near the retail outlet of
Sparkle limited. After that we would not engage in any direct promotional campaign throughout
the next year. This decision is taken with regard to the fact that the company and its product,
although has an identified market, will start off in a small scale.With the leaflets we will place
two billboard add of 50ftx30ft, one which can be seen clearly from the mohakhali flyover and
gulshan 2 circle. Then, after break-even and profit making, the company will be going largerscale.

We will use product sample that we will be provided by our parent company for marketing
purposes. We will create decoration table and wall pieces with the touch of our glow in the dark
products and give them to the popular lounges and restaurants for promotions and exposures.
We will be organizing premium concerts at Hotel Ruposhi Bangla and Sonargaon. We will also
arrange underground football tournaments, where there will be night matches, the field will be
decorated with glow in the dark product and all the matches will be played with our glow in the
dark football. At half times and other breaks, we will change the environment into complete dark
where our products will glow the ground.
We will also use personal selling and direct marketing to grab the B2B market. Our marketers
will go to the lounges, clubs and hotels to demonstrate our product to the businesses. This will
increase their product contact and our products speciality and applications will be well
understood by them.
However, 6 months down the line of companys operation, we plan to look forward and tend to
form strategic alliances with 3 popular interior decorating firms and 4 other developers, who
would be able to purchase our items at a 15% reduced price and a 5% mark-up against the
assurance that they would purchase and promote our products for their interior decoration
purposes.
The names of the 3 interior decorator firms and their details have been given below:

Ingenious-innovative for you:

Ingenious Entertainment and Marketing Solutions is the product of that kind of
intense passion and dedication. Ingenious Entertainment and Marketing Solutions is
an architectural and interior design consultancy and turnkey solutions firm in Dhaka with a
global perspective. They, as Ingenious Interior, provide sustainable architectural design practices
as well as spatial interior and exterior planning. they assist in providing a wider eye toward
achieving a very realistic approach to our project planning and design decisions. All our
designers, technicians, energies and architects work toward providing true value-added
professional services to each and every prospect we have. The entire project, large or small, will

receive the kind of planning and attention to every detail one can expect and also the one we are
proud to share. They have developed many successful commercial, industrial, institutional and
residential projects. They believe a phenomenal job does not take big sponsors, big partners or
big budgets. What they need is big heart full of enthusiasm, big brain full of ideas and a pinch
of motivation from their customers- as they believe in giving a handful in return of something
small.

Website : http://ingeniousgroup.com.bd/interior/index.html

Creative Plus :
Creative Plus Is A House Of Professional Kitchen Customs Design & Interior Home Decoration
Since Millennium II. they Create Different Option Of 3D Kitchen & Interior Design & Home
Decoration As Your Plan, Dream & Flexible Budget. In their Computer By Using Latest Concept
U.K Design Software & Art Technology On Your Presence In Corporation Just 20 Mounties.
This Will Save Your Valuable Time & Money. Definitely You Will Appreciate To See Our
Designs.
Their Process Is Very Easy & Simple But Undemanding. They Begin To Visit Your Home For
Collect Measurement. In This Stage they Assess Your Want & Discuss The Functionality Of Your
Apartment And Get A Sense How To Achieve Your Ideal Space.
We Consult Physically During The Planning Stage Of Constructing The Room Partition & Build
The Kitchen Slab. It Is A Great Opportunity To See 3D Design For Knowing The Estimate Of
Costing & Purchase Price. All Goods Are Supply Very Competitive & Reasonable Price In Our
Country. Architects, Developers, Apartment & Flat Owner Will Priority Customer Of Creative
Plus. Thats why we can have them as our business partners and we hope that it will add some
new innovations together..
Website : http://www.creativeplusbd.com/

Vogue Interior :

Vogue interior design based consultancy, which is specialized in corporate, relocation,

refurbishment and reorganization projects. Vogue interior services includes interior design,
precious mix (artistic interior decoration), space planning, project management cost control,
feasibility studies, furniture selection and advice and auditing of existing facilities. As their main
business is interior designing, so we can have contract with them, start a business together so that
they can also use our paints in their decorations and we will take the advantage of it.
Website : http://www.vogueinteriorbd.com/about_us.html

The names and details of the 4 developer are:

Navana Real Estate Limited :

Navana Real Estate Ltd. (NREL) was formed in late 1996 under the Chairmanship of Mr. Shafiul
Islam Kamal to cater the boom in Real Estate Development in Bangladesh.
NREL within a short span of time turned out as one of the most trusted company in this
sector and has already been working in various numbers of apartments, commercial and
land projects. The motto of NREL is not only to deliver apartment or land ahead of
schedule but also to maintain the highest-grade construction quality that has gained trust
and respect in customers. Thats why we will do strategic alliances with them and they
will our business partners.

Concord Group :
Concord is the leading engineering and construction group in Bangladesh with some of the most
prestigious and most technically challenging projects in the country to our name. They are the
market leader in the real estate industry. We will provide our business plan to them and if they
want they can extend their business and we can make concord as our strategic alliances and it
will be our great achievement.

Dominno :
DOM-INNO Builders Ltd. is one of the leading real estate companies in
Bangladesh. It specializes in developing exclusive apartment complexes in prime
locations of the Dhaka city. DOM-INNO Builders Ltd. has become a trusted name in the
real estate sector in Bangladesh. From its very inception, the company has won the
confidence and goodwill of its clients achieving a yearly turnover of taka 500 million
Dom-Inno uses the highest quality building materials and finishing products to ensure
durability and customer satisfaction. Main concentration of Dom-Inno has been in the
prime, attractive locations of Banani, Baridhara, Dhanmondi, Uttara and Mid Town of
Dhaka city, the emphasis being on sound construction and aesthetic design. Efforts are
underway to cater to the needs of clients in every market segment. The success of such a
large construction company requires specialized labors and highly qualified professional
backup and Dom-Inno has developed a strong team of such highly skilled, experienced
professionals to work under its competent management. The company currently has four
hundred employees working, most of them being very qualified and experienced in their
respective fields.

Sheltech (Pvt) Limited :

Sheltech is one of the pioneers in the real estate an housing industry in Bangladesh. We take
pride in development of residential apartments, shopping centers and commercial buildings. We
are one of the founding members of REHAB and awarding with ISO 9001:2008 certificate.

Their main business advantage is that they have some good promotional plans that will help
them to establish their image as a real estate industry. They insured 100% against FIRE and
EARTHQUAKE.
Our assisting marketing managers will be assigned to give personal presentations to these
interior designing firms and developer companies representing our products.

Use of Internet and social network

The Internet has a number of tools to offer to the marketer. We will develop and use our websites
for these following purposes:
A company can use the Internet as a way of building and maintaining a customer
relationship e.g. Dell.com.

The Internet could be used for advertising e.g. Google Ad-words.

Finally, the web can be used as a way of collecting direct responses e.g. as part of
a voting system for a game show.
We will do lot of branding in our websites, our website will be decorated mainly by our theme
color green. Acme light will be branded in all the pages. We will include the promotional contest
forms and informations in our website.

From the beginning we will use Facebook and Twitter for promotions. Facebook is the new
emerged cost effective and efficient field for business promotions and product exposures. It is a
social networking website, where millions of people connects, shares and updates their daily life.
Our product can fit very well in here. Facebook fan pages and adds catches the eye of mass
number of peoples. Best part is it is of no cost to provide adds and creating fan page on
Facebook. Twitter is another social networking website. In our billboards and leaflets we will
provide the information on how to join us in Facebook and follow us on Twitter.
Viral marketing: We will use viral marketing as our promotional tool where we are going to
be using our marketing personnel for word of mouth to increase brand awareness and product
based loyalty.

Marketing Channels
To reach our target markets we will use three kinds of marketing channels.
Communication channel: For delivering our messages through communications channel
we would use, fashion magazines, interior decoration magazines, newspaper ads, bill boards,
posters, flyers and internet.
Distribution channel: Initially we will distribute the selling products from the retail outlet.
We would be the franchisee and the sole distributor and representative of AcmeLight in the
country. 5 years down the line, depending on the popularity and demand of the product, we
might like to increase or introduce a distribution channel with several channel members and
more retail outlets.
Service channel: Our products will be stored in our warehouse come office at Banani old
D.O.H.S, from where we will transport it to out retail outlet in U.A.E market by our pick up van.
Our designer of paint catalogues and glow in the dark photo prints will be working in the office

continuously to come up with new designs that will be sent to the retail outlets after being
accepted by the creative department head.

Porters five factor

The competitor analysis of the business has been carried out by using the Porters Five
Forces Analysis Model.
Bargaining power of suppliers: The bargaining power of our supplier will be high as we,
for our business, will be depending on only one company, ACMELIGHT. Then again we will be
franchising the company and its products, which mean the balance of bargaining power would
remain steady; as the interests of both the companies, ACMELIGHT and Sparkle Limited are
highly inter-dependant.

Bargaining power of the customer: I feel this is going to be moderate. Reason being
we, Sparkle Limited, will be the first in introducing the exotic glow-in-the night products with no
electrical necessities. And with the consumers expected to have an untouched buying potential
for such decorative furniture, it is expected that bargaining power of the customers, although
moderate, would not be disruptive for the companys operation.

Threat of new entrants: This is really low as we will be franchising one of the few
international manufacturers of such products. To add to it, the wide variety of products that
Sparkle Limited would be able to cater to the market, thanks to the franchising with
ACMELIGHT, would be next to impossible to compete with even if other international
manufacturers are contacted.

Threat of substitute product: There is a high threat of substitute product as this is a new
product in the market and already there are many choice substitutes already existing in the
interior decorations and show-piece market. The customers can easily switch to other product
lines catering to the need of interior decorations, so threat here is high.

Competition with existing competitors: There are not any direct competitors for our
glow-in-the-dark products, but as mentioned previously, the substitutes for the product line,
available in the market, is very large in number.

SWOT Analysis
Swot analysis tells about the strengths,weaknesses, opportunities and threats about a particular
organization. As a new product Acme light has some strengths and opportunities but it has also
some weakness and threats.
1.Strengths: Acme Light has strength of putting the delivery within time. if the customer
orders for a pair of acme light it will be delivered within 3 days and Acme is giving that
guaranty. Secondly, the product is very unique, means the product is something that is very new
to the consumers of our country and this will put a great impact on the customers mind. Thirdly,
the location benefit that we have. We are mainly targeting the posh areas of Dhaka city and we
hope that we will get our desired customers by putting our shop sections in different points of
these areas later, presently locating in Banani UAE market. Lastly Acme light is a very renowned
brand outside Bangladesh, so we also have the tag of a very good foreign brand which will work
as a goodwill.
2.

Weakness: The biggest weakness that this product has is in terms of Bangladesh is that this
product has no past database or information by which the customers will be able to know
compare our brand. Secondly it is a unsought product, means it is such a product for which
people has no such usual thinking to buy. Thirdly as a new product it has a very little chance of
getting established at least at the introduction phase of the product.

3.

Opportunity: This brand has the competitive advantage as there are no direct competitors.
We have the first mover advantage. The target market of the product are also very effective as
they are having higher and higher disposable income day by day.

4.

Threats: As Acme is a luxury product there is a high possibility that the Government will
impose high tax on this product.