by Solar Bag Company

Marketing Plan: Solar Bag

Submitted to
Dr. Imrana Yasmin
Associate Professor
Course Instructor
Course Title: Principles of Marketing
Course Code: MKT-502
Section-B
MBA (Evening)
Faculty of Business Studies, University of Dhaka

Submitted by
Gazi Golam Morshed Sagor (41735048)
Golam Mowla Shuvo (41735057)
Md. Anwarul Kabir (41735017)
Ahmed Tanvir (41735030)
Course Title: Principles of Marketing
Course Code: MKT-502
Section-B
MBA (Evening)
Faculty of Business Studies, University of Dhaka

Date of Submission: 05 August, 2017

Faculty of Business Studies

University of Dhaka
05 August, 2017

Dr. Imrana Yasmin

Associate Professor
Course Instructor
Course Title: Principles of Marketing
Course Code: MKT-502
Section-B
MBA (Evening), Faculty of Business Studies, University of Dhaka

Subject: Submitting the report (a sample paper) on “Marketing Plan: Solar Bag”.

Dear Madam,

We have the pleasure to submit our report on “Marketing Plan: Solar Bag”. We have prepared this
report as a part of course (Principles of Marketing) of MBA (Evening) at FBS, University of Dhaka.

It was our great opportunity to work together as a team, and to put our best effort by using the knowledge
and experiences which I gathered at the period of course study and our enthusiasm.

We hope, this report will present our sincerity of working to make a sample marketing plan and fulfil
your expectations.

Thank you.

Sincerely yours,
Gazi Golam Morshed Sagor (41735048)
Golam Mowla Shuvo (41735057)
Md. Anwarul Kabir (41735017)
Ahmed Tanvir (41735030)
Course Title: Principles of Marketing
Course Code: MKT-502
Section-B
MBA (Evening), Faculty of Business Studies, University of Dhaka
CONTENTS

1 BACKGROUND ................................................................................................................................ 1
2 OBJECTIVES .................................................................................................................................... 1
3 SWOT ANALYSIS ............................................................................................................................ 1
3.1 Strengths ....................................................................................................................................... 1
3.2 Weaknesses ................................................................................................................................... 1
3.3 Opportunities................................................................................................................................. 1
3.4 Threats........................................................................................................................................... 2
4 MARKETING RESEARCH ............................................................................................................. 3
4.1 Data Gathering Procedure ............................................................................................................. 3
4.2 Consumer Profile .......................................................................................................................... 3
4.3 Competitor Profile......................................................................................................................... 3
5 MARKETING MIX ........................................................................................................................... 4
5.1 Product .......................................................................................................................................... 4
5.2 Price .............................................................................................................................................. 4
5.3 Place .............................................................................................................................................. 4
5.4 Promotion ...................................................................................................................................... 5
6 MARKETING STRATEGY ............................................................................................................. 5
6.1 Print Media.................................................................................................................................... 5
6.2 Television Channels ...................................................................................................................... 6
6.3 New Media .................................................................................................................................... 6
6.4 Flyers............................................................................................................................................. 6
7 MARKET SEGMENTATION ......................................................................................................... 6
7.1 Mission Statement ......................................................................................................................... 6
7.2 Vision Statement ........................................................................................................................... 6
7.3 Our Product Oriented Definition................................................................................................... 6
7.4 Our Market Oriented Definition.................................................................................................... 7
7.5 Basis of segmentation ................................................................................................................... 7
7.5.1 Demographic segmentation ................................................................................................... 7
7.5.2 Behavioral segmentation ........................................................................................................ 7
7.6 Target Market ................................................................................................................................ 7
7.7 Positioning .................................................................................................................................... 8
7.7.1 Product Positioning ................................................................................................................ 8
7.7.2 Value Positioning ................................................................................................................... 8
7.7.3 Market Positioning ................................................................................................................. 8
8 BUDGETING ..................................................................................................................................... 8
9 CONCLUSION .................................................................................................................................. 9
10 REFERENCES ................................................................................................................................. 9
APPENDIX: Questionnaire ............................................................................................................... 10

List of figures
Figure 1: SWOT of our product .............................................................................................................. 2
Figure 2: Our process to research on our market for “Solar Bag”. ......................................................... 1

List of Tables
Table 1: Budgeting.................................................................................................................................. 1
Acronyms

Solar panel: Solar panels absorb the sunlight as a source of energy to generate electricity or heat.

Bagpack: It is also called bookbag, kitbag, knapsack, rucksack, pack, or sackpack, backsack-is, in its
simplest form, a cloth sack carried on one's back and secured with two straps that go over the shoulders,
but there can be variations to this basic design.

Powerbank: A Power Bank is a mobile charger can be charged in advance for later phones, tablets or
laptops to recharge. A Power Bank is a handy gadget that you can charge your electric devices without
a power socket.

New media: It means of mass communication using digital technologies such as the Internet. Like
social media, communication medias, etc. Example: Facebook, Twitter, YouTube.

Facebook: Facebook is an American for-profit corporation and an online social media and social
networking service based in Menlo Park, California. Website: www.facebook.com

Youtube: YouTube is an American video-sharing website headquartered in San Bruno, California.

Website: www.youtube.com

Flyer: a small handbill advertising an event or product. A leaflet.

Middle class: The social group between the upper and working classes, including professional and
business workers and their families.

mAh: A milliampere hour (mAh) is 1000th of an ampere hour ( Ah ). Both measures are commonly
used to describe the energy charge that a battery will hold and how long a device will run before the
battery needs recharging.

IV
 Executive Summary
This report (a sample marketing plan) has been prepared as a part of
the requirements of one of our courses (Principles of Marketing; MKT
502) of MBA (evening) at Faculty of Business Studies, University of
Dhaka, which is assigned by our honorable course instructor Dr.
Imrana Yasmin, Associate Professor of FBS, University of Dhaka.
Our sample marketing plan if “Marketing Plan: Solar Bag”.

This paper shows the objectives of the marketing plan by the new
Company named “Solar bag Company”. The strengths, weaknesses,
opportunities and threats of marketing of the product “Solar Bag” are
described in this paper. How the market research will be conducted
and how the market will be segmented, are shown in the paper along
with the marketing strategy and marketing mix of the product “Solar
Bag”.

An approximate budget for the marketing of the product is made. And

then it will be monitored if the planned strategies are being
implemented properly and perfectly.

V
1 BACKGROUND
At present, main factors in electronic devices, if those are giving good facilities, are user friendly, etc.
People are very busy going different places every day but it is a common scenario that, occurring low
battery of their mobile phones, laptops, and other devices. This issue is really disturbing and
disappointing when people are doing their job with their devices. So, we came up with an idea of a
bagpack, as most of the people are carrying a bagpack with them. Our bag-pack will have a solar panel
attached with it, and have a battery inside the bag to store the power gathered from the Sunlight. This
bagpack will help the users to travel or journey easily without the tension of recharging their electronic
devices, like mobile phone, laptop, etc. This solar bag will be considered to be one of the most important
parts for that person, who loves to travel much. It will help the traveller to get rid of the recharge
difficulty in remote places all over the world, by using sunlight with the help of the solar bag.

2 OBJECTIVES
 To successfully market new types of Bag pack named “Solar Bag” in the market.
 To target and segment the market.
 To determine its response and then decide to increase its share to achieve profit.
 Boosting product’s sales using promotion, tactics

3 SWOT ANALYSIS
3.1 Strengths
There are several strengths in the market for “Solar Bag”, for instance, solar energy provides a chance
for improving energy supply through cheap, renewable and environment friendly options. There is also
a strong growth potential for the business due to the rising demand for solar energy. It’s a new
innovation that people can easily charge their portable devices at any places, outside of home. The raw
material is the solar board that will be imported, and we have huge chance to import these solar panel
board from China and Japan at a reasonable price.

3.2 Weaknesses
A solar board or panel will be attached to the bag pack so very skilled manpower is needed to produce
this bagpack perfectly and durably. We have to hire some skilled people for the production and
assembly. And another weakness is that, as we are new company in the market so we have no share of
this “Solar Bag”, at this time.

3.3 Opportunities
The Solar Bag Pack is a quite new concept in Bangladesh, so we have no competitor so to say. Though
some products like, powerbank are in market but those are not closely substitute of the solar bag pack.
In that case this new product concept may be popular in the market if we will convince the target market
about the amenities of the product.

1
3.4 Threats
Generally it is new concept in Bangladesh. We have no loyal consumer or buyer. Sometimes mass
people don’t accept the new product because of loyalty and risk factor and they try to get their
satisfaction from the old product or the substitute like powerbank. So it may be a threat for us. We also
ambiguous about the new product sales rate in the market and also its future. It may be also a threat for
us. Also, there are some giant producers and importers who can start making their own bagpack like
ours, its also a threat.

Strengths Weaknesses

- Cheap, renewable, - Skilled manpower needed

environment friendly - No market share
- Charging portable device - Confusion about the future
outside the home

Opportunities Threats

- No loyal customers due to

- New technology new concept
- Low competitor - Ambiguous about the
- No close substitutions benefit
- Other giant producers

Figure 1: SWOT of our product

2
4 MARKETING RESEARCH
A marketing research will be conducted to know the market, consumers, competitors, other producers,
etc.

4.1 Data Gathering Procedure

Basically our product is the new concept of the market so our endeavor is to familiar it with the target
market and get informed about the amenities of the Solar Bag pack.

As we have determined the objectives of our marketing, so we will maintain the procedure as following

Making a questionnaire

Conducting a survey traditionally as well as online

Gather data from the survey

Analyse the data

Determine consumer needs, and the market

Figure 2: Our process to research on our market for “Solar Bag”.

For knowing consumer behavior about “Solar Bag” pack, we prepared a Questionnaire (APPENDIX
1). These questions are relatively simple and less time consuming. These destinations are also different
with respect to demographic of consumers.

4.2 Customer Profile

Target Market: Students, office going people, travelers.
Age: mostly 15-40 years
Attitude: Technology lover, using gadgets or any portable electronic devices
Economic consciousness: Conscious

4.3 Competitor Profile

“Solar Bag” is an environment sustainable product. It has no close substitute product in the market. But
some company produce portable powerbanks with different capacity.

Different types of company produce the power bank such as Xiaomi, Remax, A4tech, Adata etc. These
products are not as same as our “Solar Bag”. This bag pack absorbs only sunlight but external sources
are used to recharge the power bank. A powerful battery inside the bag, saves the electricity

3
5 Marketing Mix

5.1 Product
Now-a-days people are using gadgets more than ever, and they have a constant need of supply of power
to recharge those devices. When travel locally or internationally, for recreational or business purpose,
or may be a student of official must need power supply for their mobile, tablet, laptop etc. Our Solar
bag product meets consumer’s this requirement heavily, because this is a solar attached bag which can
generate power automatically from sunlight. So, whenever a consumer needs to charge his device, he
can easily get it. There is no need to charge it manually. Just walk with it, or put the bag beside the
window facing sun in your car, and it will take charge automatically, and cater you when you need it.

Where they will use it: During travel, or regular day to day life where it’s difficult to find a regular
power source.

Special features: 1. Portable solar power generation and power supply. 2. Easy to carry.

Product name: The product name is “Solar Bag”, and this itself promote the specialty of it.

Size: There are 3 sizes available. 1. Regular Bag (Best for regular day to day use), 2. Travel Bag (Big
in size, best for local and international travelers, 3. Side Bag (Best for officials).

Color: There are 4 colors available. 1. Black, 2. Brown, 3. Blue, 4. Ash.

Why different from competitors: This solar bag generate power from sunlight automatically, and can
provide charging facility any time. This is a great feature for most users. There is no competitor in the
market right now which have solar charging facilities.

5.2 Price
Market skimming pricing strategy is being followed. Production cost in 1400 taka for regular and side
bag, and 1600 taka for the travel bag. Regular and side bag will be sold for 3000 taka, and the travel
bag will be sold for 3500 taka.

Good quality general bags are ranged from 1500 taka to 4000 taka. Also as this bag has automatic solar
power generation and charging capabilities, so customers will treat it as a replacement of carrying an
extra power bank. A good power bank’s cost ranges from 1500-2000 taka. So, the customer’s perceived
product value is about 3000-4000 taka.

As there is no direct competitor of the product in the market, high but affordable price with good margin
is being charged, because the idea is to recover maximum money before the product or segment attracts
more competitors. When active competitor will enter the market, the price will be dropped to compete
with them.

5.3 Place
Our main consumers buy backpack mostly from shopping malls, and the recent trend of online shopping
is circulating. We will be distributing product in all major shopping mall and backpack stores. We will
also sell from our own website. Also, we will distribute and sell our products from major ecommerce

4
stores such as Daraz, Kaymu, Bagdoom, Ajkerdeal, Gadget Monkey BD etc. We will also participate
in Tourism fair and Trade fair.

5.4 Promotion
Solar Backpack being a new product in the market would require intensive advertising. The positioning
and the idea behind the brand selection would be used as a basis for advertisements and the
advertisements would be informative. We will send marketing messages to buyers by social media and
websites mainly.

Facebook: We will boost our product page and contents in Facebook. We will also sponsor popular
Facebook travel groups to convey our message. We will also run various contest in social media, and
the prize will be our Solar Bag to make our product viral.

Youtube: We will boost and advertise video review of our backpack in YouTube.

Websites: We will advertise with Google AdWords to promote our product in popular websites.

Sales promotion: There will be occasional flash discount sales promotions from our website.

The best time to promote the product is before festivals and holidays. This is because travelers mainly
travel during festivals and holidays, and many travelers buy backpack before that. But we will regularly
promote our product in social media. Participating in Tourism fair and Trade fair will be a great way to
promote our product. Most general backpack sellers are promoting their product on Facebook.

6 MARKETING STRATEGY
To reach our target audience, which consists of College, University and Office People age 15-40, our
campaign will focus on reach rather than frequency. With limited budget, we believe that running
advertisements in Internet, Magazines and TV will effectively reach our target audience. We will
supplement the campaign with consumer promotions.

6.1 Print Media

Daily newspapers

We will introduce our product through the popular newspapers in our Country like Prothom
Alo,

Kaler Kontho, Jugantor, Ittefaq etc. Prothom Alo is the bestselling newspaper in Bangladesh
so if it will be used as a print media we think our product will be promoted rapidly.

Magazines

We will run advertisements in five major magazines throughout the country. These magazines
include Saptahik 2000, Computer Barta, E bizz, Courier and Blitz. These magazines were
chosen because of the diverse group of people they can reach.

5
 Saptahik 2000 is chosen because their audience has the same demographics and psychographics
as our campaign. Computer Barta is one of the leading tech-based magazines for youth people
in the country. E-bizz is chosen because it is the leading business’s magazine in the country.
Courier is chosen because of its ability to reach a wide range of consumers.

6.2 Television Channels

As we are new in market, at this moment we will not advertise on television, as we have limited budget.

6.3 New Media

At present all ages people are using internet to keep them up to date with the time. It will be great media
to advertise our product on facebook, twitter, youtube, google plus, Instagram, snapchat, etc. And
advertising through these media, is very low costing.

It is one of the greatest social communication sites and about 60 percent people in Bangladesh is
connected with it. We will advertise our product in the Facebook and discuss its lucrative features on
it.

Now a days people are entertained through you tube. Most of time they spend in YouTube to watch
drama, documentary, Educational Videos others entertainment programs. We will introduce our product
through the YouTube too.

6.4 Flyers
We can distribute flyers in front of schools, colleges and Universities, also in any fairs where we find
people.

7 MARKET SEGMENTATION

7.1 Mission Statement

“We always accept the innovation and go through that new innovation, we strongly believe that our
new product solar bag will help many travellers all over the world, we provide the best and quality is
never compromised. Technological flexibility and innovation are the key factors that we emphasize on
while shaping a solution for our customers.”

7.2 Vision Statement

“Innovation”

7.3 Our Product Oriented Definition

“We manufacture Solar Bag”

6
7.4 Our Market Oriented Definition
“To the trendy and techy, “Solar Bag” is the bagpack that provides easy carry of the recharge system
for the electronic device and also its operating cost will be nothing. All the rechargeable system like as
Battery or Electricity have the operating cost but in the “Solar Bag” system the operating cost will be
zero because it stores energy from the sunlight. And after that one can easily recharge his electronic
device from the bag.”

7.5 Basis of Segmentation

7.5.1 Demographic segmentation

At present we are targeting the customers in Dhaka City of Bangladesh. We have a shop bought
in Bashundhara City, Dhaka and we will maintain a facebook page to reach to the different
arears’ people of Dhaka city as well Bangladesh.

a. Age:

Our product targets to people ranging from age 15-40 years old. Moreover, through our
advertisements we have portrayed a frequent traveller who is travel in different places.

b. Occupation:

“Solar Bag” targets people belonging to each and every type of occupation whether it is a
student, service holder or retire person.

c. Income:

“Solar Bag” caters to the middle to upper class people. Our minimum price will be BDT 3000
to afford one “Solar Bag”.

7.5.2 Behavioral Segmentation

People who are always busy, always using electronic devices, also a technology lover will use
the “Solar Bag”. Also, the people who are outgoing and who like to lead a posh & comfortable
life, will use our bagpack.

7.6 Target Market

“Solar Bag” will form a major share of its market amongst those people who are attracted towards the
product with exclusive appearance, unique functionality, style and design. We will market our product
through multiple segment strategy, as we are be targeting ages from 15 to 40 years old, within middle
to upper classes of our society.

Now a days, there is a growing trend of adopting the inimitable style and innovation, which people will
definitely feel after purchasing the product. The “Solar Bag” will make life easier for people.

7
7.7 Positioning
7.7.1 Product Positioning

“Solar Bag” would provide a large amount (10000mAh-30000mAh) of stored energy

compared with the batteries available in the market, will have a high lifetime and the most
important advantage that our product will stored energy from the sunlight which needs no cost
at all.

7.7.2 Value Proposition

“Solar Bag” is a better quality product providing distinctive feature and being a leader makes
it more special and different from other competing products. Our bagpack is using latest Solar
technologies is most reliable and durable.

7.7.3 Market Positioning

The product has been positioned in the customers mind as a part of their lifestyle it impeccable
suited their personality. It has positioned on the following grounds:

 Made for you exclusively

 Lifestyle and technology
 No need to think about the charging system
 Fine-looking wrap
 Easy to carry

8 BUDGETING
Table 1 Budgeting

Category Estimated Cost

Research

Research firm Fee 100,000

Other 10,000

Research Cost Total Tk. 1,10,000

Promotions

Discounts 40,000
Special Offers 10,000

Promotion Cost total Tk. 50,000

Advertisement

Facebook Advertisement 2,00,000

8
 Facebook Contest 20,000

Facebook Local Travel 30,000

Groups Sponsorship
YouTube Advertisement 1,00,000

Google Adwords 1,50,000

Advertisement Cost Total Tk. 5,00,000

Fair & Sponsorship

Tourism Fair 50,000

Trade Fair 50,000

Fair & Sponsorship Total Tk. 1,00,000

Tk. 7,60,000
ESTIMATED MARKETING
GRAND TOTAL

The factors considered for budget are:

 Targeting fixed payment based promotion in Facebook Ads

 According to time, rates can differ
 Some of the values are estimates.

10 CONCLUSION
We are a new company launching a new product in Bangladesh (at first only in Dhaka City), but our
product is a newly produced necessary technology, so customers will like it if our marketing plan will
be implemented perfectly and timely. So, our marketing plan is created and it will be followed step by
step to achieve our goals and objectives.

11 REFERENCES
Magazine-Collection of all Magazine of Bangladesh. (2017, August 5). Retrieved from 24 live
newspaper: http://www.24livenewspaper.com/magazine

Solar Panel. (2017, August 5). Retrieved from Wikipedia: https://en.wikipedia.org/wiki/Solar_panel

Malhotra, N. K. (2007). Marketing research: An applied orientation. Upper Saddle River, NJ:
Pearson/Prentice Hall

Kotler, P., Armstrong, G., & Cunningham, M. H. (2005). Principles of marketing. Toronto: Pearson
Prentice Hall.

9
APPENDIX: Questionnaire
Market Survey
(Customer Evaluation)

To whom it may concern,

Please review the questions and give your opinion.
We are surveying on customers usage, thinking and life style. Your cooperation in the investigation is
highly appreciated.

Thank you very much for your time and consideration.

 Age: _____ years

 Gender o Male o Female o Third
 Occupation: ____________

1. Do you have any Idea about the Solar
panel?
a. Yes b. No
2. Do you think solar energy can be used a
as an electric energy source?
a. Yes b. No
3. How many hours in a day you face load
shedding?
a. 2 hours b.3 hours c. 4 hours d. Others ____
4. Do you Gadget (Tab, Smart Phone) or
any portable device (i.e. fan, light)?
a. Yes b. No
5. Which Brand are you using/have used?
___________________________________
6. How many hours do you spend in Smart
Gadget for talking purposes (Smart Phone
or Tab)?
a.. Less than 2 hours b. minimum 5 hours
c. more than 5 hours d .Others _____
7. How many hours (daily) do you spend in
facebook or YouTube in your smart phone
or Tab?
a .Less than 2 hours b. minimum 5 hours
c. more than 5 hours d .Others _____
8. Are you comfortable with carrying a bag
pack?
a. Yes
b. No
9. How many hours do you carry bag pack
daily?
a. less than 2 hours b. minimum 4 to 5 hours
c. more than 6 hours d. Others: ____
10. Do you use Power bank for recharging
your devices?
a. Frequently b Sometimes
c Occasionally d. Others ______
11. Are you comfortable with Power bank?
a. Yes b. No c. Others ______

10
12. Do you conscious about the cost of
powerbank?
a. Yes b. No
13. Do you always remember to charge your
powerbank ?
a. Yes b. No c. Sometimes d. Others ______
14. Do you always remember to carry
powerbank in your bag pack ?
a. Yes b. No
15. If you use powerbank, then what is its
capacity?
a. less than 5000 mAh b. upto 10000 mAh
c. upto 20000 mAh d. more than 20000 mAh

11