Table of Contents

1. Description of the Product 2. Consideration of Competition 3. Buyers and Target Group 4. Perceived Value5. Target Segment 6. Challenge 7. How we take these Challenge to Achieve 8. Implementing the Plan 9. SWOT Analysis

List of Tables

Table # 01 ………………………………………………………………………………………………………. 04

Table #02 ……………………………………………………………………………………………………… 05

Table # 03 …………………………………………………………………………………………………….. 06

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Description of the Product “ PVC RESIN “

What is Polyvinyl Chloride (PVC)?

PVC is Polyvinyl Chloride. This is a plastic that has the following chemical formula: CH2=CHCl .

Nowadays, PVC is commonly used in the construction sector, for example in window frames and shutters, pipe cabling and coating, etc . PVC can be used for tons of other applications from industrial ware and widely used in the healthcare sector, to car spare parts, toys factory, food packaging, raingear, etc.

How is it produced

The basic raw materials for PVC are derived from salt and oil. Chlorine is manufactured by the electrolysis of sodium chloride, salt. This is why the first PVC manufacturing plants were located close to natural sources of salt.

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Characteristics of Polyvinyl Chloride

These are some of the properties that makes PVC appropriate for several applications:

- Toughness, strength.- Ease of blending, ease of processing- Flame resistant and fire prevention properties- It is compatible with other additives that can provide PVC clear or colored,

rigid or flexible, etc..- Excellent electrical insulation properties. This makes it ideal to be use in cables.- Impact strength and resistant to bad weather conditions (i.e. it does not corrode and is very durable), appropriate to be used as a construction material- Resistance to grease, oil and chemicals- PVC is chemically stable and does not de-polymerize - Density: 1.32-1.42 g/cc

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Consideration of Competition

Table # 01

Competing Brand

Ali Co . Khandakar Co. TPC Roy

Brand Position

2nd 3rd 1st 4th

Physical shape

Secondary colored

Secondary colored Virgin powder Virgin crystal white Granular

Unit cost 130 /kg total 135 /kg total 105/kg total 70 /kg total

Price Position

3rd 4th 2nd 1st reasonably

Packaging Sack Based Sack Based Sack Based Sack Based

Distribution Through Intermediaries

Through Intermediaries

Through Importer

Directly to factory

Advertising Newspaper Man to Man Online advertisement Advertisement , agency , man to man.

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Position in Market

Qualitative

Based on the current Market situation we can start competing from 4th sales position in the market as the best price and quality resin producer of the market .

Buyers and Target Group

We will only sell to the factory only . It means we will satisfy the needs of direct consumers . We will try to avoid the intermediaries .

Perceived Value

Table #02

Sl No . Brand Attributes01 TPC Very known brand , foreign

brand , high quality , different shapes .

02 Ali Co. Known and local brand , mixed quality .

03 Khandakar Co Known and local brand , mixed quality .

04 Roy Local brand , high quality , best price , one standard shape .

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Awareness

Table #03

SL No. Brand Awareness %01 TPC 95%02 Ali Co. 80%03 Khandakar Co. 60%04 Roy 20%

Target Segment

Usual Group

As a new product launcher , we will to attract to reach to the direct consumers . We want to be sure that each factory who use this type of resin knows us at least that we are the manufacturer of resin .we will divide our marketing people into 3 teams to market our resin .

1. 1st team for large scale consumers (500 ton to above )2. 2nd team for medium scale consumers (100 ton 500 ton )3. 3rd team for small scale and for potential consumer (0 to 100 ton )

We will also provide the technical help to the potential customers who want to set up plant of consuming resin . we will have technical experts in our marketing team to serve our clients properly .

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Challenges

Though we will have the best quality and best price we think we will face some challenges as

Making awareness among the consumers Fluctuation in price of finished goods Production of large volume in a short period Participating in the market share Maintaining the quality

How we take these Challenges to achieve

For large scale consumers (500 ton to above )

Making list of all factory with detailed contact information . Giving the bulk discount to them Giving the different sales promotion offer which will be only for them Inspiring the machine man by giving gift of these factory . Giving free delivery to them . Taking the cheap price for lab test Giving the facility of replacement of resin

For medium scale consumers ( 100 ton to 500 )

Giving them the opportunity to test our product free Arranging seminar in the association and inviting the related factories owner Arranging free lab test for all factories Giving promotions and facilities like transportation to the dealers .

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For small scale consumers ( 0 to 100 )

Arranging seminar and conference about the benefits of the use of best resin Giving the advice of the potential customer about setting up plant of using resin related to

technical site. Inspiring the young entrepreneur to use the best resin and avoid the risk of failure in business.

Implementing the Plan

For the proper implementation of the plan , two different phases are going to be implemented one after aonther within this year of 2015 .

1 st phase ( May 1 st to August 30 th )

Arranging the seminar in different associations related resin industry and announcing about the launching our product .

Sponsoring the cultural ceremony in the picnic arranged by resin manufacturer association Distributing the catalogue to the people related to this industry . Making the delivery van decorated with the picture of the product and the company logo . Advertising the product through radio , TV and newspaper (this initiative is our plus point) A promotional program will be started like “ be the VIP client by purchasing 100 ton at each

order and enjoys the 5% discount all the year round” . Free T-shirt , machine gloves will be given to the worker of the consumers factory. Technical diagrams will be given freely to the factories. Arranging the sports competition between the workers and employees of member factories of

the association .

More Specifically

We will Launch the product in the seminar of the ” resin factories association “ so that our targeted direct consumers will get to know about our product . We will also inspire the workers of the factory who actually use the resin in the machine to make the finished goods . These activities will start to make

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awareness of our goods among the consumers and reasonably we will start selling our goods and making profits .

2 nd Phase (September 1 st to December 30 th )

Evaluating the result of first phase initiatives and according to that making the company future marketing plan .

Collecting the price , quality and other information of the competitors and comparing with our product.

To get the new customer some free lab test we will provide Decreasing the quantity of bulk discount for a specific time to encourage the consumer s Giving the award as “ BEST QUALITY MAINTAINER OF RESIN “ , “ BEST MACHINE MAN OF

THER YEAR “ , BEST LAB TECHNICIAN OF THE YEAR “ among the member factories of the association .

Collecting the annual report from the association about the each company sale from their submitted report and identifying our market share .

Depending on market share statistics defining the marketing strategy .

More Specifically

We will take all of these initiatives to actually know the consumers needs and wants .This step is a continuous process . After each 6 month we will evaluate our marketing strategy knowing the consumers needs and wants . this will hold our position in the market and help us to progress and finally profit which is logical matter.

Pre - Launching Activities

Product Releasing Date : April 20 , 2015

Launching Date : May 1st , 2015

Selling Area : National Industrial Zone

Distribution : B2C

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Steps before Launching

Before launching the product , some pre – launching activities will be done for testing the product as well as the customer satisfaction and their views , comments about the product more specifically .

Some free sample will be distributed among some targeted large scale and medium scale customers .

Comments and ideas will be recorded towards the product of these targeted customers . A questionnaire will be used to judge the satisfaction of the customers .

Survey

A survey is to be done in the distributed factories on 31st April on the following issues :

Test performance reports . Customer satisfaction . Customer behavior towards the produt . Any complain from the customer . (if )Any damages occurred and also the reason .

Other Activities

Leaflet distribution to the members of the association . Laminated posters . Banners of 100 pcs

Campaign Program on Lunching Day

Newspaper Coverage (Nationals) Road Campaign Seminar in the Association with the presence of press journalists.

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SWOT Analysis

Strengths Weaknesss Emotional benefit because of local

brand. Strong and experienced management. Familiar and main raw material for

consumers. High quality and 100% virgin . Use of computerized foreign

technology .

Instability of the price of the raw material .

Maintaining the best quality simultaneously .

Lack of consumers technical awareness.

Lack of technical expertise .

Opportunities Treats Consumers most desired product . Comparatively cheapest price No existence of similar virgin resin

manufacturer . Fastest growth in the market. Existence of increasing demand. Experienced in PVC sector. Already have a good number of loyal

customers .

Entrance of couple of rival companies in the market .

Inflation in local market . Political instabilities in the country . HR raiding and poaching by

competitors.

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