MARKETING PLAN-PRESENTATION 2008-2009

MARKETING PLANGENERATORS SALES : 

MARKETING PLANGENERATORS SALES FINANCIAL YEAR 2008 / 2009

OUTLINE : 

OUTLINE CURRENT MARKET SITUATION COMPETITION OPPERTUNITIES & ISSUE ANALYSIS OBJECTIVES PRODUCT LINE STRATEGIES PROMOTIONAL PLAN FINANCIAL STATEMENTS

CURRENT MARKET SITUATION : 

CURRENT MARKET SITUATION Total Market Rs.2 billion / annum in CIF Value 850 units / annum in Quantity Imported under 3 categories Up to 75KVA 75KVA to 375KVA Over 375KVA

MARKET SHARE BY COUNTRY OF ORIGIN : 

MARKET SHARE BY COUNTRY OF ORIGIN Singapore – 45% United Kingdom – 25% Other Countries – 30%

IMPORTS STATISTICS- PORTABLE : 

IMPORTS STATISTICS- PORTABLE

IMPORTS STATISTICS - OTHER : 

IMPORTS STATISTICS - OTHER

MARKET SHARE REPRESENTATION – by category : 

MARKET SHARE REPRESENTATION – by category IN UNITS Up to 75KVA - 80% 75KVA – 375KVA – 18% Over 375KVA – 2% In CIF Value Up to 75KVA - 36% 75KVA – 375KVA – 28% Over 375KVA – 36%

CORPORATE IMPORTS : 

CORPORATE IMPORTS 2005 – 206 UNITS / 518 MN 30% 2006 – 349 UNITS / 773 MN 36% 2007 JUNE – 325 UNITS / 405 MN 40% REGULAR CORPORATE IMPORTERS Colombo Dockyard Dialog Telecom Ceylon Electricity Board Lanka Bell National Water Supply & Drainage Board

COMPETITION : 

COMPETITION COMPETITORS Browns Engineering Services Metropolitan Hayleys Mackwoods United Tractors Trade Promoters

MARKET SHARE BY COMPETITORS : 

MARKET SHARE BY COMPETITORS

OPPORTUNITIES & ISSUE ANALLYSIS : 

OPPORTUNITIES & ISSUE ANALLYSIS Strength of the competitors Strong Brand image integrated with their corporate image. Dedicated Sales Force Advertising & Promotional Support Financial Strength Ex-Stock Availability Established distribution network – Portable Segment Weaknesses of the Competitors Lack of workshop & In-house facilities Lack of in-house service and maintenance staff

Slide 12: 

Our Strengths The only ISO 9001:2000 Accredited Company in to Generator sales, services, maintenance and fabrication of electrical switch boards Fully equipped workshop with state of the art technology Availability of competent professionals Experience in the industry

Slide 13: 

Our Weakness No principle supplier Lack of Brand awareness No Brand Policy Lack of working capital Ineffective sales staff Enormous Overheads

Slide 14: 

Opportunities Growing Construction Industry Legislative requirement for back-up generators in condominium complexes by the Condominium Management Authority Slow electrification process in the country Regular power interruptions Demand from corporate clientele for reliable after sales service

Slide 15: 

Threats Intensity in Competition with more unspecified importers Depreciating Rupee against major currencies Increasing cost in Financing

OBJECTIVES : 

OBJECTIVES To achiever sales turnover of Rs.300,000,000.00 during the financial year 2008 / 2009 To acquire market share of 15% of the total market in capacities. To maintain a minimum Gross Margin of 15% on the sales turnover To achieve a Gross Profit of Rs.45,000,000.00 during the financial year 2008 / 2009

STRATEGIES : 

STRATEGIES Positioning ‘The total solution provider in electricity generation to consumption through distribution’

PRODUCT STRATEGY : 

PRODUCT STRATEGY Product Strategy - The market for Generators will be segmented based on the capacity on the following basis. 0.8 KvA to 7.5 KvA Will be offered to the customers who will have requirements in Domestic applications Mini commercial requirements Soar Power Brand will be offered to this segment Over 10 KvA Will be offred to customers who will requirements in all types of commercial applications. Cummins, Perkins, Volvo generators will be offered under the brand name of Masons

PRICING STRATEGY : 

PRICING STRATEGY Pricing Strategy – Pricing will be done on the basis of cost plus with a minimum gross margin of 15% as the target.

DISTRIBUTION STRATEGY : 

DISTRIBUTION STRATEGY PORTABLE GENERATORS Primarily in the Western Province – 1st phase Dealers be appointed at strategic locations Head Office & City Sales Showroom CORPORATE SALES Head Office / Factory City Sales Showroom

PROMOTIONAL STRATEGY : 

PROMOTIONAL STRATEGY PUSH STRATEGY Aimed at – Dealers - Sales Force Dealers – Attractive Dealer Commission - Merchandizing - Dealer Competition Sales Force – Sales Incentive Scheme - Competition to reward achievers

Slide 22: 

PULL STRATEGY Aimed at - End users - Decision Makers - Influencers Pull Strategy will be a combination of - Below the line activities - Above the line activities

ADVERTISING & PROMOTIONS : 

ADVERTISING & PROMOTIONS PROPOSED BELOW THE LINE ACTIVITIES Merchandizing – Display of Danglers / Pennants Road Hoardings – at 8 strategic locations Product Leaflets Sticker Campaign Client Get to Gather Year End Calendars Hampers / Gift Vouchers

ADVERTISING & PROMOTIONS : 

ADVERTISING & PROMOTIONS PROPOSED ABOVE THE LINE ACTIVITIES Press Ads on restricted basis - Once a week in Sinhala - Fortnightly in English - Once a month in Tamil

BROAD OUTLINE OF COMMUNICATION PLAN : 

BROAD OUTLINE OF COMMUNICATION PLAN

IMPLEMENTATION : 

IMPLEMENTATION Strategies will be implemented through the proposed divisional structure Progress will be reviewed from time to time and remedial action be taken where necessary

STAFFING – JOB FUNCTIONS OF KEY PERSONNEL : 

STAFFING – JOB FUNCTIONS OF KEY PERSONNEL Asst. Manager - Engineering Sales Key Responsibilities Liaise with all sales personnel and workshop in preparing the BoQ and proposals Handling and attending to all telephone inquiries & walk in customers at head office and maintain a register Handover all sales leads and enquiries to respective asst. sales managers with acknowledgement. Ensuring downy flow of documents in respect of BoQs, Proposals, Estimates and quotations etc. Liaise with factory promptly with regard to installations, commissioning and meeting the tender / quotation requirement Ensuring a sustainable improvement in the operation, thereby showing a steady growth.

JOB FUNCTIONS OF KEY PERSONNEL - Contd : 

JOB FUNCTIONS OF KEY PERSONNEL - Contd Asst. Sales Manager – Key Accounts Will stand alone in the capacity and will be responsible for the following criteria. Achieving a set monthly Collection target related to sales. Expanding the existing prospective customer base Seek new business opportunities Visit customers on regular basis Ensuring the satisfaction of existing customers Liaise with AM – ES in respect of BoQs, Proposals, Estimates and quotations etc. and deliver them on time. Attending to tenders and other corporate sales leads Receiving competitor information

JOB FUNCTIONS OF KEY PERSONNEL – Cont’d : 

JOB FUNCTIONS OF KEY PERSONNEL – Cont’d Asst. Sales Manager – Corporate Sales 5 Sales Executives will report to him. 2 will be assigned for Portable Generator operation and 3 will be assigned for corporate sales. He will be responsible for Monitoring, leading and administering the team of Sales Executives towards achieving set Collection / Sales Targets Developing the relationship with customers / dealers Ensure all Sales Personnel visit the dealers customers on regular basis. Identifying new business opportunities and explore them Ensuring that all collection targets are met during the stipulated period. Liaise with AM – ES with regard to estimates, quotations, BoQs and any other related matters such as load surveys and site inspections. Ensure all estimates, quotations, BoQs and load surveys & site inspections are executed on time in liaison with AM – ES Keep track on competitor activities and report them promptly

FINANCIAL HIGHLIGHTS : 

FINANCIAL HIGHLIGHTS Sales Turnover Rs.300,000,000.00 Gross Profit Rs. 45,000,000.00 Gross Margin 18% Employment cost Rs. 4,500,000.00

ADVERTISING & PROMOTIONAL BUDGET : 

ADVERTISING & PROMOTIONAL BUDGET