New product Launch & Marketing Plan

RISHI SOLAR LIGHTING

SOLUTIONS

By Abdul Gafoor

Primary Objective

To introduce a mass market solar energy lighting solutions with highly qualified after sale service staff that would create a new market in power shortage towns/ localities to use SOLAR LIGTING SOLUTIONS

By Abdul Gafoor

Secondary Objective

To convert existing generator users to use Rishi Solar lighting solutions

By Abdul Gafoor

Market Situation New product category ( Few Chinese lamps are available)

No Local or European brand is available.

Low awareness about solar power among Congolese.

Market is open.By Abdul Gafoor

Estimate Of Market Growth

Correlates with no power areas.

Highly sustainable growth as it is new concept and really required.

By Abdul Gafoor

Customer Needs Reasonable cost Good quality Long lasting Excellent technical & after sales service Value for money Satisfaction for cost. Minimum 2 years warranty. Easy to operate/ install / run Etc

By Abdul Gafoor

Customer Perceptions Unable to buy generators

Onetime investment, 2 years NO COST.

By Abdul Gafoor

Customer Buying Behaviour

Looks for 3 in 1 solution,

1. Value for money.2. Excellent after sales service.3.No running cost

By Abdul Gafoor

Competition Situation No real branded competition. Some generic brands are there from

china. Some companies tried, but failed. 1st Branded entry advantage. Huge sustainable market

By Abdul Gafoor

Distribution Situation ZERO distribution at present Need to create a revolutionary

distribution system Some generics are limited to some

super markets For this product Trade is king Price – Key determinant

By Abdul Gafoor

Macro Environment Situation Leading Economic Indicators are positive Agriculture, Mining, Manufacturing

Industries fairly doing well Government is doing well Economy on the growth – 7 to 10 % Per Capita Income on the rise Disposable income increasing – Upgrading

potential Effect on branded products positive.

By Abdul Gafoor

RISHI - Product Situation New product category. High quality product Excellent technical team & After

sales service 2 years warranty. Neighbors envoy & owners pride. Value for money.

By Abdul Gafoor

RISHI - Packaging Protected pack. Instructions leaflet inside in French. Easy to carry/handle. Minimum space required to place.

By Abdul Gafoor

SWOT Analysis – Weakness/Threats Risks of new Concept Selling Consumer may still prefer to have cheaper

generic solar lamps. Change of habits is too much to ask for Huge promotion cost Demonstrations cost Advantage of selling on branded name More import cost if brought by air Difficult keep > $ 125

By Abdul Gafoor

Opportunities Break the stranglehold of other lighting

solutions New concept in the market Building our own brand High sales, higher Profitability and ROI

equal to other electronics. Huge sustainable market & growth. Opportunity every where 1st entry with brand is advantage.

By Abdul Gafoor

Strengths Technically sound team. Excellent after sale service High quality product Good value for money.

By Abdul Gafoor

Sales Objectives 1st Month 500 units 2nd Month 2000 units 3rd Month 5000 units 4th Month 6000 units 5th Month 7000 units 6th Month 10000 units 1 Year 20000 units monthly

avgBy Abdul Gafoor

Marketing ObjectivesPrimary Target market

Families able to spend $ 125 one time investment.

Middle class income groups. NO POWER areas/ villages/ towns Etc.

By Abdul Gafoor

Positioning Branded with warranty

Excellent quality compared to generics.

Excellent after sales service

Available & feelable.

By Abdul Gafoor

Product Line/ Pricing

By Abdul Gafoor

Distribution Extensive distribution through super

markets & electronics shops.

Emphasis on sub urban & interiors.

Home to Home demonstrations & sales.

By Abdul Gafoor

Marketing Support Demonstrations near super markets,

restaurants and other crowded areas. Leaflets availability in super markets,

restaurants, electronic shops, offices Etc. Road shows in suburban areas & interiors. Print media Creating word of mouth concept. Marketing girl contacting offices , NGO,

officials Etc TV advertise and Radio with Congolese

famous sport star / singerBy Abdul Gafoor

Television Commercials Shall emphasise branding &positioning Shall instruct clearly the concept, particularly

“How it works?” Shall train the Consumer/ End User Shall break the mental blocks on solar energy Duration based on Story and Creative

Requirements/ 30 seconds Edits Highlight the warranty and quality after sale

service.

By Abdul Gafoor

Radio Commercial Create mass based awareness Drive home positioning Presence in ALL major Radio Stations Shall emphasise branding &positioning Shall instruct clearly the concept, particularly

“How it works?” Shall train the Consumer/ End User Shall break the mental blocks on solar energy Duration based on Story and Creative

Requirements/ 60 seconds Edits Highlight the warranty and quality after sale

service. By Abdul Gafoor

POPs Posters Leaflets Danglers Hangers

By Abdul Gafoor

Road Shows Vital media to reach directly to end

consumers Effective personal contact Direct Demo of “How it works?” Shall train the Consumer/ End User Shall break the mental block on solar energy Drive home positioning. Low cost promotion, using our cars Low cost high gain.

By Abdul Gafoor

Door To Door - nights Demo of product Explain “How it works?” Direct Sales to Homes Low cost high gain Customer can feel the product Collect the phone numbers & book the

orders

By Abdul Gafoor

PROMOTION LOG

No Activity Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10

1Leaflets                        

2Super Market Demonstration                        

3Print Media                        

4Door to Door operation                        

5Road shows                        

6Radio Commercial                        

7TV Commercial                        

By Abdul Gafoor

Marketing Budget Market Research to collect the below

information.

1. How much will it cost to print half the sign of A4 colour prints of 100,000.

2. How much will it cost to make TV commercial & how much to pay for endorsing personality.

3. Which areas in Kinshasa door to door demonstrations can be done.

4.Which areas in Kinshasa road shows can be done.

And all other cost effective promotions.By Abdul Gafoor

Let us go step by step and create a sustainable

RISHI brandTHANK YOU

ABDUL GAFOOR

By Abdul Gafoor