Copy of Marketing Plan Energypac Final

8/16/2019 Copy of Marketing Plan Energypac Final

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SUMMARY

of

BUSINESS PLAN


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Executive Summary

Welcome to the future of Energypac Engineering Limited. Our new marketing

strategies will focus on adding value to our target market segments in our local

market as well as foreign market. The Energypac system will create value through

monitoring work-in-progress and empowers engineers with crucial operational data

through this marketing plan. Purpose of the marketing plan is to provide and

promote a high-level, executive overview of Energypac Engineering Limited. This

marketing plan is to be used as information and marketing planning purposes in

attaining profitable market share with the strategic promotional activities. We should

do all planning and as much of the creative writing as possible. We have to do the

planning. The purpose of this marketing plan is two-fold: (1) to show how Energypac

Marketing will operate, why it will be successful, and how the profit structure isdetermined, and (2) to act as a guiding, measuring, and evaluating vehicle in the

implementation of all aspects of Energypac Engineering Limited strategic marketing

plan. Strategic marketing plan is essential to become a highly visible, diversified

corporation known for our customer service, sound management profitability, and

flexible working environment.


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Mission

Energypac Engineering Limited should offer a reliable, high-quality electro

mechanical products for business development, market development, and channel

development on an international scale. Clients must know that working with

Energypac Engineering is a more professional, less risky way to develop new areas

than working completely in-house with their own people. We should focus on

development of our proper structured marketing strategies. We should provide our

employees with an exciting, intellectually challenging workplace in which intelligence

and initiative will be rewarded, hierarchies are minimized, and everybody will be

fairly compensated.

Enegypac Engineering should create customer value through facilitating optimal and

efficient operations by developing and implementing the most technologically

advanced techniques. Energypac Engineering should establish a reputation in the

industry for exceeding customer expectations through exemplary consultative

service.

Business Unit Name : Energypac Engineering Limited

Role of the Unit : To increase market share by developing a proper structured

marketing strategy.

Distinctive Competence : Speed of response and quality of products.

Future Direction : To establish Energypac Engineering Limited in new, growing and

profitable markets and to make and implement strategic Marketing plan to stay as

the market leader in future.


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Marketing Objectives

1. We need to establish ourselves as experts. This means being quoted in major

trade press, speaking at industry events, and gaining recognition. Our

measurable and specific objective is to be introduced in three major events as

established experts in the field of international market entry.

2. We need brand-name reference clients. By the end of this year, we need

more major brand names we can cite as clients. We need to be able to

reference by name and contact phone number.

3. We need at least one client in each of three main regions. United States and

Europe for sure, and also either Latin America or Asia. We can't be who we

claim to be without being truly multi-continental.

Target Markets

Energypac Engineering Limited has targeted their market mainly into two groups

such as Sales and Project division. Sales division focuses on :

Dhaka office Private Sales :

i) Industries

ii) Developer

iii) Building/Tower

iv) Contractor

v) Steel Mill

vi) Others

Project division focuses on :

i) DESCO

ii)

DESA

iii) PDB

iv) PGCB

v) REB

vi) DPDC

vii) PBS


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viii) BERC

ix) APSCL

x) EGCB

xi) NWZPDC

xii)

NWPGC

xiii) PC

xiv) SZPDC

xv) WZPDC

xvi) RPC

xvii) Upcoming Power Stations.

xviii) IPP PROJECTS

WHAT IS ENERGYPAC MARKETING’S TARGET MARKETAND WHY?

Energypac Marketing’s target market is industrial sectors as well as utility.

Opportunities to do business with larger firms and smaller firms will certainly be

considered. In the proprietor’s twenty years of experience, he has found that

virtually no manufacturing firms have formal marketing plans or marketing

communications plans. Many have annual sales objectives which they may call

"marketing plans". The exceptions, in some instances, are companies that are

divisions of larger corporations or those which already have a marketing

communications firm affiliation.

Target Market Segment Strategy

We cannot survive just waiting for the customer to come to us. Instead, we must get

better at focusing on the specific market segments whose needs match our offerings.

Focus on targeted segments is the key to our future.

Therefore, we need to focus our marketing message and our product offerings. We

need to develop our message, communicate it, and make good on it.


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Market Segmentation Strategy :

The market for engineering services may be summarized with the following groups:

1. Territorial and Federal Governmental Departments: We intend to

position ourselves as a local firm offering expertise in manufacturing and

restoration engineering. The Federal Government also retains consultants for

similar purposes.

2. Law Firms: We will market our services to the legal community to provide

dispute resolution services, including arbitration, mediation and expert

reports for litigation. This work should be supported by forensic engineering

services to identify the cause of failures.

3. Contractors: We will offer design/build services to contractors for the

multitude of potential projects. Contractors occasionally require structural

engineers to submit sealed alternatives for equivalents to construction details.

4. Municipal Governments: We can promote our services to the local

municipal governments for this purpose. To attract this market potential, we

can offer to train those students in each community who are interested in

engineering as a career choice on the local front.

Keys to Success

The main key to success is making the product positioning clear. Many

potential buyers would much prefer our offering to the box only offerings of

the chain stores and mail order sources, if only they knew the tradeoffs.

Word of mouth is critical in this segment. We will have to make sure that once

we gain a customer, we never lose them. To help accomplish this, we must

work to reinvigorate relationships through successful database marketing,

among other means. We must always remember to sell the company, not the product. Clients have

to understand they are taking on a relationship with us.

Provide professional quality services on time and on budget.

Develop a follow-up strategy to gauge performance with all clients.

Implement and maintain a quality control and assurance policy.


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Consistent, accurate fulfillment of the client’s wishes.

Competitive pricing for the quality of services offered.

Significant profit made on each event planned.

We should exist to provide cost-effective alternatives to our customers seeking

quality long distance services. We should believe our first responsibility is to our

customers. We will strive to establish and maintain a strong financial position that

enables us to expand as advance grows. In conducting our day to day operations, we

will strive to:

Treat all colleagues and co-workers with respect & fairness.

Follow a philosophy that says, "The customers are the business."

Make positive contributions to the communities with which we do business

and the community in which we live.

Develop and enhance the skills of our down-line associates with the intention

of providing promotional opportunities.

Critical Issues

1. Tracking and follow up : We will have the discipline as an organization, to

track results of the marketing plan and make sure that we implement.

2. Market Segment focus : How can we be sure we have the discipline to

maintain the focus?

3. Can we say no to unprofitable deals ?

4. The most critical issue is repeat business. We cannot build this company on a

faulty foundation : We have to have a core group of satisfied clients who

come back to us on a regular basis. We cannot afford to spend the capital it

would take to generate new clients constantly. The repeat business costs

about a tenth as much in sales and marketing as the new client.

5. Repeat business is built on the correct strategic mix of excellence in delivery,

clear communication of promise and scope and follow through.

6. Most of the companies build on a structure that has the partners selling the

jobs and new hires, bright young people without a lot of experience,


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delivering. We cannot afford to follow that lead. We can use a staff to

leverage some of the footwork and analysis work, but ultimately our work

must be our own.

7. We must define and identify structured sales record.

8.

We need to develop proper structured employee organograme.

Marketing Strategy

HOW HAS ENERGYPAC MARKETING POSITIONED ITSELF?

Energypac Marketing has positioned itself to be primarily a niche-market service

supplier. Most established marketing communications firms, because of their

overhead, cannot afford to spend time on the lower end of our annual sales volume

objective. The proprietor has an extremely varied background in terms of different

kinds of clients served. This experience encompasses virtually all marketing venues

and media. We have an excellent grasp of technical processes, both in terms of

product manufacturing and product application. Energypac Marketing represents an

excellent match for the small-sized to medium-sized manufacturing firm that doesn’t

have a large enough budget to attract an ad or PR agency with equal experience and

expertise.

What makes Energypac Marketing different?

We are specializing in manufacturing different transformers, isolator, switchgear .

Although we have no proper marketing structure, we possess over twenty years of

experience working with our target market firms. Energypac Marketing is developing

the Resource Line, a new tool for most of the target market. Energypac Marketing is

well versed in many manufacturing processes so it understands how products are

marketed.

Although the thinking of business-to-business advertising agencies is changing,

advertising and the resultant media commissions still represent a major revenue

component.


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Market Demographics :

Market Demographics

Market Segments SummaryDecision

LevelLoyaltyStatus

BuyerReadiness

ProductAttitude

Panel Builders Mature Manager High Informed Positive

Steel Industries Growth

Director

andManager

High Skeptical Positive

Textile & SpinningIndustries

Growth Manager High Skeptical Positive

Other Develop Variable Variable Variable Indifferent

SWOT Summary

The SWOT analysis covers strengths, weaknesses, opportunities, and threats.

Strengths and weaknesses are generally internal attributes, which we can address by

changing our business. Opportunities and threats are generally external.

Overall, the mix is exciting. We live in an age of growth, change, and business

revolution. The Internet offers us opportunities and threats. We need to make our dealing

with it one of our biggest strengths, to minimize our weaknesses.

Strengths

1. True expertise. All of our principals know this area very well. Our experience

and expertise is better than anybody we know of in this particular niche area.


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2. Dominance of communications technologies from a users' point of view. We

need to have an excellent website, secure File Transfer Protocol (FTP)

facilities with password protection for sending and receiving documents from

clients, major bandwidth, and an automatic link to training allies to help

clients come up to speed with the facilities we offer. We can even hold

Internet meetings with shared interface and visuals.

3. Manageable size. We don't have to support a large overhead, and our clients

know that we deliver what we promise ourselves. Our competition, the larger

consulting houses, tend to build on the structure of the major partners doing

the selling and younger associates, with far less experience, actually

delivering the consulting.

4. Contacts. Years of industry experience means a lot of word-of-mouth

marketing, contacts, and networking.

Weaknesses

1. Marketing. As a group, we are good at the direct sales involved in making a

close, but we don't have the resources required to do much general

marketing. We will depend on word of mouth first as our main form of

generating leads. After that we need to make proper marketing structure.

2. Staff. Without the overhead of staff, we can't leverage on people to develop

documents and presentations, research in detail, and fill in the blanks. We are

short on support for telephones, fax, and email.

3. Brand. Sometimes a well reputed brand name is a safer buy for the client, in

the sense of "nobody ever got fired for hiring them." We have to build our

brand equity, so that we can be perceived as an innovative.

Opportunities

1. Internet growth. Companies are being dragged into worldwide marketing, like

it or not. Growth rates are very high, opportunities are obvious.

2. International market growth. Europe and Latin America are booming. Asia has

suffered a bit but is recovering. Manufacturers are anxious to take their new

technologies across borders.


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3. Growing red tape involved with hiring full-time employees, especially at the

executive level.

Threats

1. The Internet is a threat as well as an opportunity. Our expertise need crossing

borders, managing multiple markets, and the problems we solve are being

reduced in importance by the growing availability of information. Specific

example: software companies used to charge huge premiums for software

available in the different smaller markets, but their potential customers are

now much more likely to see available prices elsewhere and buy over the net.

2. The larger, branded competition is recognizing our niche. They are beginning

to compete in our area, recognize our niche. We are no longer alone.

3.

New competitors are developing in new markets. Particularly as the local

market grows, competitors developing in that area become more significant.

Messaging

We should have a strong message, a major part of which is the impression of

confidence and certainty we create as we deliver that message. We have more detail

below, but we can summarize here: we are experts in this topic.

We are worth what we charge. We will save your company market and improve its

market entry substantially.

More details are in the messaging table.

Branding

With our kind of consulting, branding is a slow process of word of mouth and repeat

business. We do however need to use the logo on stage as much as possible in major

events, and with our reports, etc. We also need to always work towards establishing

ourselves as the acknowledged experts in our field.


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Target Market Messaging

Target Market Messaging

Market Segments Messaging

Panel BuildersMaking mistakes will cost you much more

than we do.

Steel Industries This is an investment in the future.

Textile & Spinning Industries How much does it cost to do it wrong?

Promotional Strategies

Our promotion strategy should focuse heavily on Public Relations, with very little or

no emphasis on advertising or direct marketing.

We will be using the Internet extensively in our sales promotion specially for foreign

prospective client. Together with a well targeted direct mail and e-mail campaign, we

will make all the major players in the marketplace aware of our presence.

We will focus our limited advertising budgets to promote community sponsored

events. We will also offer technical services at discount rates to non-profit

organizations.

Promotion

In order to truly succeed, Energypac Engineering will have to appeal to the "heart" of

the market. An important method to promote Energypac Engineering Limited will be

technical papers by researchers involved in development of Energypac and dedicated

engineers should discuss process improvements make possible by the Energypac

program. In addition, Energypac Engineering will place awareness generating

advertisements in the major trade journals. The management team will also

participate in professional society meetings and major trade shows to demonstrate

the technology.


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Purchases will ultimately occur through direct sales. Engineers and who have the

most influence on the purchase decision will need to see demonstrations or will need

an analytical sales presentation.

We should also include a multi-media presentation on disc or CD-ROM. Arrangements

will be made by Engineering employee or employees for the interested clients. When

clients will visit, we will bring a demo system that is able to be set up and operated

so the client can get a feel for the type of system and for the type of data the system

generates.

All promotion efforts will be congruent with the mission to establish a quality

reputation in the industry and truly create a quality brand image with Energypac

products. Industrial marketing is dissimilar to traditional consumer marketing. It is

an interactive and time intensive process to establish a relationship and reputation.

Establishing the relationship is beneficial for the obvious reason, it provides

Energypac Engineering with sales revenue, but, even more important, it provides

Energypac Engineering with an information conduit to the industry. A healthy

relationship with our customer base will generate ideas, innovations and other

immeasurable intangibles.

Advertising

Advertising is not direct part of our marketing mix because we don’t sell direct

consumer goods. We should depend on quality delivery and word-of-mouth

recommendations.

Public Relations

Public relations is an important part of our marketing mix. Even if advertising is

irrelevant, the right PR can get us quoted as experts in publications and on websites

frequented by our target market. We should launch with a retainer relationship and a


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detailed plan for press releases and events, press tours and interviews. The

underlying objective of the PR program is to establish our expertise in the media and

on the Web so that the potential clients who need our services can find us.

Web Plan

Energypac Engineering Limited website will be the virtual business card and portfolio

for the company, as well as its online "home." It will showcase the Internet

background of the partner consultants, as well as the portfolio of all the past and

current online projects done by Energypac Engineering division.

Energypac Engineering Limited website needs to be a simple yet classy and well

designed website that, at the same time, is in keeping with the latest trends in user

interface design. A site that is too flashy, or tries to use too much of the latest

Shockwave or Flash technology can be over done, and cause potential clients to look

elsewhere for online distribution expertise.

To further show off its expertise, Energypac Engineering Limited website should

create a resources area, offering articles, research and regular newsletters to

interested parties related to high tech products. After initial implementation of

Energypac Engineering Limited website, future development will be based on

resources and business needs.

Website Marketing Strategy

Marketing in a high-end Internet consulting business depends on recognition for

expertise. It will start with our known contacts in positions to recommend us, and

will continues with long-term efforts to develop recognition in professional forums.

We will develop and maintain a database of people in the right positions. It will start

with the contacts we bring in as we start the business. We will use the database to

make regular contact with email notices for additional forums and seminars, possibly

group studies and market research reports.


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Advertising & Promotion Strategy

Energypac Engineering Limited will rely greatly on publicity and word-of-mouth

advertising to promote. Energypac Engineering Limited will ensure that high

standards of professionalism are maintained at all times. Embroidered uniforms will

be distributed to the Sales technicians that maintain and operate the sales. New,

high-quality equipment will be purchased. Service will be prompt and courteous, and

technicians will be well trained and well paid. To complement the publicity aspect,

Energypac Engineering Limited will also post billboards in the heavily trafficked

“downtown” area of Dhaka district. The main purpose of these billboard

advertisements will be to inform and remind customers of scheduled educational

training sessions and technical demonstrations being held at the community center.In addition, posters will be used to announce new service offerings or price

adjustments, as needed. Finally, professionally printed brochures, featuring concise

descriptions of the financing plans offered, as well as general information about

products will be widely distributed.


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Media Plan Timing/Sequencing :

Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Print

Outdoors

Events

Publicity

Online


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Strategic Sales Plan

Sales Strategy

We can make cold contacts via letters of introduction followed by telephone calls.

The approach will be made to the Marketing and/or Sales Manager where no Ad

Manager can be identified. Marketing/Sales Managers are extremely busy people who

are responsible for the generation of sales materials where no Ad Manager exists. If

there is an Ad or Communications Manager, this person should be approached first.

The existence of such a person usually means one of two situations: 1) The company

already has an agency, or; 2) They have an in-house operation. Whatever situation

is uncovered, contact should still be made. Even with an in-house operation, they

may still go outside for some services including creative.

In addition to this formal effort, all opportunities resulting from networking and

referrals must be followed up on. All sales and operational responsibilities will be

contracted to sales manager. Because Sales department should be capable enough

to handle these. Customers will be dealing directly with a local company that they

trust. A customer service team will be established at the main office. Sales will

collect payments at this location. Energypac Engineering Limited can pay SALES

contracting fee based on sales volume. Therefore, SALES will have an incentive to

aggressively generate sales by subscribing new customers, in whatever fashion they

deem appropriate or effective.

Sales Tactics

1. We can commence sales efforts with letters to 10 prospects per week. We can use

the two week period to follow up with telephone calls for appointments.

2. We can commence development work on the Resource Line .We can Prepare a

best-guess time line for completion of a saleable program. Sales manager should be

responsible for these activities.

3. We can re-evaluate sales efforts near the end of June for adjustment, if

necessary.


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Sales Assumptions

The quantity of letters sent out weekly, may have to be modified if experience

suggests that it takes longer than anticipated to gain phone contact with prospects.

The letter copy will change when updates are necessary. More than one version of

the letter copy will probably be required.

Sales Plan

We can't really "sell," in the classic pejorative sense. Instead, we can listen. We can

offer our services to clients who have the needs we can fill, and we can listen well

enough to establish whether or not we do. The most powerful long-term sales pitch

is to tell somebody "I'm sorry, that's not what we do. We are not the best answer to

your problem." That unusual "pitch" establishes credibility and positions us well for

the future time when that company does need our services.

Selling doesn't work well in this area except honest expertise well delivered. We can't

overpromise, we can't embellish, we can't even attempt to sell to anybody who isn't

buying it. We can't answer objections, we should move on to the next client. We are

offering true expertise and we can sell only to those who already know they want it.

The key is repeat business: never lose a client.

Sales Process

1. We should listen first and understand the client's market introduction

objectives, in detail.

2. We should not ever convince a client that he or she needs our services. We

can focus on the ones who already know they need us.

3.

We should always underpromise and overdeliver.


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17.0 Competition

Fragmentation image analysis is a developing technology and, as such, the industry

lacks standardization. Clients rarely compare consultants directly, looking for two, or

more, possible providers of a proposed project or job. Usually they follow word-of-

mouth recommendations and either go for the job or not, rather than selecting from

a menu of possible providers.

The most important element of general competition, by far, is what it takes to keep

clients for repeat business. It is worth making huge concessions in any single project

to maintain a client relationship that brings the client back for future projects.

Direct Competition

Direct competitors are the name-brand consulting firms and smaller consulting firms.

These are competing offerings of similar services, presumably possibilities that come

up in discussions as our target market looks at way to add expertise before building

programs to reach new markets.

Indirect Competition

Indirect competition is everywhere. Its strongest and most important form is the

decision to stay in-house and manage market entry with existing marketing teams.

From there it goes into horizontal marketing consulting, distributors offering cross-

market options, and many other possibilities.

Positioning

Energypac Engineering system should employ the most advanced technology in theindustry and Energypac Engineering should design and install each system to the

clients specifications. In addition, Energypac Engineering should provide additional

support and consulting services. In relation to our competitors, Energypac

Engineering system is of higher quality and, thus, demands a price premium. The

price premium is further justified by the custom design and implementation


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based on personal reputations and solid relationships. Once a successful

project has been completed for a client, let them know that we appreciate

referrals and testimonials. To make the referral process easier, make sure

that they know exactly the type of person with whom we would like an

introduction.

5. Build high-power allies. Invest time cultivating exceptional relationships

with a select team of professional allies, both within and outside our

organization. Go to market against a defined target audience in a strategic

and cooperative basis with our allies. Build joint marketing plans and

determine the roles and responsibilities each party will play. Refer lots of

business back and forth, and keep the lines on communication open and

honest.

6. Become a celebrated expert. The best business marketers invest their time

wisely by developing their personal reputation. They differentiate themselves

by publicizing the qualities and experiences that make them unique. They also

use speaking, writing articles, conducting roundtables and seminars, and

joining/working with the right organizations to their advantage.

Ask ourself…which two organizations can wetake a leadership role in that will

not only stimulate my professional growth but also increase ourprofessional

visibility and generate business for us? Join those groups today.

7. Build your personal direct marketing engine. The previous six ideas

require our personal effort (i.e., we need to develop your own target market

and value proposition). Leverage these activities by communicating with our

prospects, customers, networks and alliance partners in a consistent manner

by using traditional direct marketing methods such as direct mail, personal

publicity, email campaigns, Web sites and so on.


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Engineering Service

Un c on t r ol l a b l e F a c t or s

T a r e t M a r k e t

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B

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Br a n d E l e m e n t s

N

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D

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IMC

Secondary Brand Association

Checklist

Energypac Engineering Limited

24.0Network Model


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www.energypac-bd.com

Documents

Copy of Marketing Plan Energypac Final