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1. A Presentation
on
MARKETING PLAN
of
"MICRON'' MICROWAVE OVEN.
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2. Group Members
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3. Current Market Situation
• First introduced inl952 and gaining popularity
since the mid 1980s.
• Have been growing to become a standard kitchen
appliance
• The potential of growth still exists in the vastly
untapped market of South-East Asia.
• Even in the world market there are huge potential
to export
• Micron, though a new company. is a well-funded
startup with a unique selling proposition.
• Planning to serve verity of product in verity price

4. Market Description
• Microwave Ovens come in various standard sizes.
• Micron plans to market their product in the three
major sizes.
• We believe that this will give us a competitive
edge.
• We are also the first company to use spare parts
exclusively made in Bangladesh using the cheap
labour it offers.
• Attention has been paid so our product requires
little to no repairs. especially during the warrantee
period of 3 years.

5. SWOT Analysis

6. Competitive Review
• Many well-reputed business have
already an established market in the
microwave industry.
• Yet, it cannot be forgotten that this is still
a growing market and as such,
penetration to this market is possible.
• A December I999 Consumer Reports
study on microwave ovens supplies data
about percent of "repairs and serious
problems" for microwave oven brands.
• Study of six brands were common to
both studies.

7. Competitive Review
• The following is an ordinal ranking of brand value for
both studies results:

8. Distribution Review
• The products will be distribute through a network
of retailers in around Bangladesh.
• Specifically Dhaka and Chittagong.
• Our partners will incorporate some major
electronic specialty store from the shopping malls.
• We also plan to experiment
sales using e-commerce to
capture the non-urban and
semi-urban market, to the
rural market.

9. Product Review
• Our first product line of microwaves will come in three sizes
01. Compact:
• 18 inches wide
• 14 inches deep
• Less than 28 litres in capacity
02. Medium-capacity:
• 20 inches wide
• Larger than compact deep
• Capacity 45 litres
03. Large-capacity:
• 20 inches wide
• 20 inches deep
• Over 60 litres of capacity

10. Marketing Strategy
• Extensive promotion to
create demand.
• The primary consumers
are households.
• Also targeting fast- food shops with our
more expensive Micron model.

11. Market segmentation
1.Geographical Segmentatio
2.Demographic Segmentation
3.Life-stage Segmentation
4.Behavioral Segmentation

12. Research and surveys
• A primary data research was executed in order to denote
current customer preferences in order to design a complete
product for them.
• It has been found that as a new participator in the market
competition, we should provide a complete package to the
customer.
• Talking in management language all the features to focus on,
mentioned above, has become hygiene factors for the
customers, they have knowledge about oven and have
already chosen their loyalty.
• therefore the product designed should provide differentiated
needs of the customers by providing a complete package.
• People today are more concerned about artificial chemical
usage; green revolution is showing its colours.

13. Promotion Strategy
• To accomplish a task. it is important to decide the objective first.
Objective is defined as a specific communication task and
achievement level to be accomplished with a specific audience with
a specific period of time.
• The aim of such (informative) advertising is to create awareness
and knowledge among the customers so that the new brand can
occupy a space in the market. as well as in consumers‘ mind where
lots of other oven brands have already taken place.
• We have also hired a creative agency well known to produce
creative advertising in Bangladesh.
• As said earlier, we will be focusing on an intense advertisement
campaign. As such, more details are as follows.

14. Advertisement Costs
• Television Commercial
 An estimated cost for making it:
 Dhoni chitro' (a well established studio) charges Tk
875 per hour
 Amitabh Reza (a famous ad maker) charges 7-8 lac,
including editing and shooting. etc.
• Print Advertisement
 An estimated cost for making it:
 Since the company personnel will be doing it so we
are assuming that the cost involved in making a print
advertisement will be minimal

15. The Cost of Running the
Advertisements on Different Media
Total Budget for 1st
Month on Television
Channel I 256500
Bangla Vision 198000
Total Tk. 454.500
Total Budget for 2nd
Month on Television
Channel I 1 17,000
Bangla Vision
90.000
Total Tk. 207.000

16. The Cost of Running the
Advertisements on Different Media
Newspaper Cost for 1st Month
The Daily Star 1,024,000
The Daily Star weekend Magzine 120,000
The Daily Prothom Alo 1,664,000
Total 2,808,000
Newspaper Cost for 1st Month
The Daily Star weekend Magzine 120000
The Daily Prothom Alo 200000
Total Tk. 320,000
Radio Station Total Cost for 1st month
Radio Today Tk 37000
Total Tk. 37000

17. Message
• There are several ways of generating the advertising message, such as emphasizing
on a single benefit, developing a character, or developing a story.
Message Evaluation and Selection:
 Positioning statement: ‘Micron Microwave Oven, pours delight upon food’.
 Target audience: Male and female population from urban and sub-urban middle,
class and above population
 Benefits to promise: It is an easy-to-use, powerful and reliable oven
 Media to be used: Broadcast (television, print (newspaper. magazines)
 Message Execution:
There won’t be any explicit information in the TV commercial, but in the radio and
print media shall provide the rational information.
Message execution style would be “combination" of different moments of life. shall be
depicted to stir the emotions.

18. Message
• Order ofpresentation: the most important message (the
benefits) is placed in the last part of the ad.
• Conclusion drawing: For the teaser ad. leave it to the
audience. But for the complete advertisement, conclusion
would be drawn. Since audience size is large but the product
is targeted toward the educated (assumed) class, the
message shall not be too explicit. The audience is expected to
be self motivated.
• Message sidedness: One sided argument would be placed.
• Message appeal: Emotional appeal is followed here.

19. Media
1. Broadcast media.
2. Print media.
3. Direct mail
4. Radio and so on.
The manner how it would be telecasted in
different channels and radio station.

20. Sales Promotion
• To increase our sales and exposure of our product we
have decided to carry on certain sales promotion
activities.
1.Coupons
2.Kiosk Marketing
3.Push sales

21. Measurement and Control
• First. the level of advertisement in different media and the
volume of sales should be measured.
• Questionnaires could be given in different stores and
shopping malls to find out the current condition of product in
the market.
• Also questionnaire could be given to the people of target
audience to find out their response about the product.
• Information like, whether they recognize or recall the message
• How many times they saw it.
• What points they recall. how they feel about the message.
their previous and current attitude towards the product and
company etc
• If it is observed that, the rate of sales is satisfactory because
of advertisement, then it is to be assumed that the product is
doing well in the market.

22. Measurement and Control
• Again control means comparing the actual
and desired state ofaffairs and take steps if
these two mismatch.
• If it is seen that the product is not doing that
good in the market regardless of the
advertisement, everything has to be checked
and, if possible, redesigned regarding the
advertisement and find out where the
problem is.
• Finally. corrective steps have to be taken to
make the position as preferred

23. Budgeting
• Several factors will have to be considered while
deciding the budget for the following project:
1.Stage in Product Life Cycle: The product is in
the “introduction“ stage in PLC. Since it is a new
product. A large amount of budget should be
allocated for advertisement to build consumer
awareness.
2.Market share and consumer base: As the
product has to build market share or to take
market shares from competitors, it requires large
advertising spending in order to achieve it.

24. 3.Competition and clutter: There are a lot of
competitors in the market. Again. there are
numerous advertisements on oven. So it
requires quite a large expenditure.
4.Advertising frequency: The aim of the
advertisement is to aware consumers and to
create the interest in consumers‘ mind.
5.Product sustainability: Oven is a commodity
type product. thus it requires creating a level of
difference in terms of representation. Therefore
it requires a heavy investment on advertisement.
Budgeting

25. Pricing Strategy
• The Micron Microwave Oven product line will
target a more or less approach to pricing.
 Trade discount for the first year will be
announce.
 Competitive & Reasonable price compare with
other company
 Start Penetrating a rural area to widen market
segment with a low-price product

26. SuggestionSuggestion
• The marketing strategy used by the company
must be careful not to offend the social-
cultural behavior and habits of the Indian
community
• Develop pre-sales up to after-sales services
for the customers.
• Maintain the customer loyalty
• for the products.

27. THANK YOU FORTHANK YOU FOR
YOUR ATTENTIONYOUR ATTENTION
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