Question

PRODUCT PRESENTATION

Everybody needs a set of wheels. This is convenient for those who have to go far. It can be used when one needs to getfrom one place to the next fast. It’s very convenient whenone has to bring heavy things. The bad thing though is carscan’t go everywhere. They’re only good for roads. Otherthan that, with cars, one has to deal with the traffic.There’s also that chance that it can get stolen when parked on the street. Cars don’t come cheap as well. They’reworth a lot of money when one buys them. Getting theminsurance doesn’t come cheap as well. They cost money when one has to do maintenance work on them. So what’s one’s next bet? It’s a given that it’s the 750 electric scooter.

EBBA 105

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PRODUCT PRESENTATION

What’s the reason to choose electric scooters? There’s the fact that compared to a car, this is more free. They don’t cost asmuch as cars. They can go through just about anywhere soone doesn’t need to worry about traffic. One doesn’t needto park them in the street since they can be brought into the building. This means the chances of this getting stolenis slim. One doesn’t need to get a scooter insured. One doesn’t need to go to a professional for maintenance. Andif repair is beyond them, they can always buy anothersince it’s cheap. Having a 750 electric scooter has withouta doubt a lot of benefits. An added benefit to the ones mentioned before is that when one opts for this they are doing mother nature some good. This is because with ascooter, there aren’t any emissions. So it helps the earth. It’s also good for the rider.

EBBA 105

5

PRODUCT PRESENTATION

An added bonus is getting some fresh air. There are those whowould say that an electric scooter doesn’t just give the samespeed a car does. Because really, what is the maximum speed of a scooter? The fact that this is an electric scooter should be stated. Which obviously means that it has more power than the regular scooter. After all, it runs on electricity. The 750 electric scooter is without a doubt an investment and a great electric scooter for kids. With a top speed of 15m/hr it can get to placesin an instant. Due to the fact that it’s rechargeable it can beplugged almost anywhere. In a lot of instances this is betterthan a car. There’s the added perk as well that almost anyone inthe family can use it.

EBBA 105

6

MARKETING CASE

The company is a US based company, with production plants in Ohio and currently working at one shift only one day a week.
You have recently been named Marketing Director Kidscoot, for your country, with the initial task to develop the marketing plan for the first year of launch. In US it has been sold in motorbike dealers during the past two years, 10,000 units year1 and 15,000 second year. The production cost is around 50€and the end user price has been aprox 110€.

You believe the main US business limitation has been the selling channel. Therefore you are thinking on launching it widely in big surfaces. You have been given an appropriation of €700,000 to be spent as marketing support for each country.

EBBA 105

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EXAM EXPECTATIONS

With the information you count, what you know about your market, and some imagination/info you may invent, please develop the marketing plan for the first year of launch of the product.

In the analysis phase, please, include the information you would need to access and evaluate (just include the subject), externally and internally. For all this information, please, invent and assume the utmost to be able to drive forward the balance marketing plan.

Please, follow all the phases of the marketing plan we have reviewed.

Answer 1

MARKETING PLAN :

firstly , it is required to know what in actual is a market plan ?

it is a game of action set by a specific institution / business unit to launch in the market and attract the customers such a way that they will attract good number of profitable sales.

since the investment in a specific product to manufacture and bring the same to roadside showrooms involves huge amounts and thus a specific plan to properly earn from them is required.

STEPS OF MARKETING PLAN FORMULATION :

1. knowledge on business :

* Electric motor bikes manufacturer.

* Designed the bike with less maintainance cost and eco friendly as no kinds of air pollution via petrol is required.

* SWOT ANALYSIS OF E- BIKE :

• Strengths : low cost than cars , limited space to store , no petrol cost .

• Weakness : cant carry more than 2 adults , not suitable for whole family travelling .

• Oppurtunities : can capture youth and families market space , cost effective in usage and thus can replace cars usage.

* Threats : people may not accept the innovation immediately.

2. Find out Part of market to focus on :

* the teenagers , youth and family people market space is required to be targeted.

* COST EFFECTIVE , NO STOLEN THREATS , ECO FRIENDLY AGENDA. all these aspects will always be wanting ever features in this market space.  

* No need to spend much as in case of cars. thus every family thinks of planting one e bike at house.  

* Schools , Colleges , super markets , street shoppers etc are target.  

3. Competitors :

* now find out who are those groups / institutions who are your competitors and understand that always positive competition is the best option for growth in business.

* All car and motor bike manufacturers can be treated as hand full of competitors.

* plan a launch event and set an open invitation to the competitors also and let public know the features of the same along with available perks.

4. Construct a Target line :

* which means now as per the available plan of action determine what is your own goal / target / break even line where your target should reach by what time.

* Approx 30% sales to be booked in first quarter of month is the goal.

5. Place of advertising :

* Strategy of advertising is 50% physical ; 50% online.

i.e

• collaborate with any leading online payment application and then as per their credential points available create a process of credential points and they can use these points to have trail ride of the e-bike.

• select few Instagram influencers and tell them to have a ride and say about this same trial ride in their posts , stories.

• Select any YouTube channels and offer them to review your bikes planting their benifits.

• Select separate universities , theatres and target streets near by and conduct e- bike road shows.  

• Organize early morning eco friendly e bike ride runs to attract nature lovers and family people near by parks , fitness freaks and so on.

6. Financial planning of advertising strategies :

* Don't opt to spend in full initially. give partial payments as per percentage of competition in advertising.

* initially enter into online collaborations / advertisements such a way that targeted audience should see or hear about e bike atleast twice in a span of 1 week.

* Also the quantum of marketing funds to be spent whole first year of launch. thus except first quarter the rest of the money to be invested in any short term liquidity funds is beneficial.