Ajaz Baig M Salman HasanMuhammad SohrabNoman Khan Daniyal
AmirSyed Abdul Rehaman Ali
WHAT IS E-SAVERElectricity Saver is a power saving device that
fine tunes the electrical system in your home shop or office. As a
result; Reduced heat generation Reduced consumption of electricity
up to 30 to 35%. Protection against power fluctuations Increased
capacity of electrical panel.
All this means; Reduced Electricity Bills. Safety of Appliances
and electricity system.
What do we mean by heat generation?All electricity appliances
have resistance. Because of the resistance, electricity is consumed
to generate heat. The heat generated is useless unless its what we
expect or required.Reduction of heat generation i.e. reduction of
power wastage is the fundamental source of electricity saving.
MISSION AND VISION MISSION:We introduced this innovative product
to make our valued customers life better by minimizing electricity
bills and to improve living standards.
VISION:We are committed to develop and produce quality
electronic products for years to come.
Product Features;Reduces your electric bills up to 30 to 35% per
month.Improves safety standards and the efficiency of
electricity.Reduce electric overheating, short circuits etc.Easy to
install. Prevents power loss and waste of extra
PRICING STRATEGYFixed cost. Special discounts for first few
customers.Competition.Target group and willingness to pay.
PRICING IN PERCENTAGECOSTS PERCENTAGE Import cost15%Overheads
10%Promotional Cost30%Distribution Cost 20%Warranty Claims 5%Profit
Product price: Rs. 7999/- Only.
Our customers are vital to the growth and sustainability of our
company. Middle class households and shopkeepers are mainly our
targeted customers.Head of the family will be targeted
TIME AND CHANNELSCHANNELSTIMESHOWSTOTAL COST (Rs.)GEO News8:00
pm 9:00 pmCapital Talk1,200,000ARY News 9:00 pm 10:00 pmKhara
Such800,000HUM TV8:00 pm 9:00 pmFamily Drama
Our advertisement will be played on Prime Time . Our main focus
will be ARY NEWS & GEO NEWS. We will show our ad during the
talk show on GEO News between 8 pm to 9 pm and on ARY News between
9 pm and 10 pm,.
MEDIUMS OF PROMOTIONOnline (Social Media)Newspaper (Dawn
Newspaper)TVC (ARY NEWS, GEO NEWS AND HUM TV)Outdoor (Billboards
BUDGET ALLOCATIONS.NO.ADVERTISINGPLATFORMPLATFORM WISE TOTAL
COMPETITORSCompetitors will provide devices similar to e-saver
which reduce electricity consumptionOur competitors will also try
to satisfy the needs of the same sets of customers as we are. We
must monitor what competitors are doing in the external marketing
environmentAnticipate their likely response to our campaignsPredict
what they will do in the future.
INTERMEDIARIES (WHOLESALERS,DISTRIBUTORS AND RETAILERS)Our
business may require a network of wholesalers, distributors and/or
retailer. The intermediary will showcase our product in his
shop/showroom.Customer will have a choice to buy our product from
retailers. Or to order the company itself to avail free home
delivery service and free installation.
POINT OF PURCHASE/PLACE OF PURCHASEShops of electronic goods
Shops of Electronic home appliances
Selling through third party
Home delivery service
SUPPLIERSA key supplier can be an important part of our business
and can attribute to our competitive advantage.
Losing important suppliers can interrupt production flow or
prevent us from getting our product to our customers.
Key supplier: www.alibaba.com
THEORIES OF CONSUMER BEHAVIOR USED IN OUR NEW PRODUCT
RESEARCH PERSPECTIVES ON CONSUMER BEHAVIOR USED IN E-SAVER
Decision Making Perspective Problem Recognition: High
electricity bills Search for alternatives for solution (E-Saver)
Evaluate Alternatives (E-Savers benefits and features) Make the
choice (Buy E-Saver) Evaluate the decision (Evaluate if E-Saver
does what was promised
VISION/COLOROur product packaging is themed Sea blue and Green
This represents the product as being environment friendly and safe.
The perception of people would be the product being environment
friendly and saves electricity.Saves their appliances from being
malfunctioned and saving their money as well.
STIMULUS IN OUR ADVERSTISEMENTMusic and animations to attract
people and expose them to our ad. Short labels about the general
problems of electricity bills and appliance malfunctioning to catch
the attention of the people Benefits and features of E-saver One
month money back guarantee. The interpretation of ad would be that
the E-Saver can solve the problems of high electricity bills and
appliances malfunctioning and has a cause of being environment
Perceptual Vigilance The product is mainly targeting
middle-class households and small shopkeepers who are generally fed
up of high electricity bills so perceptual vigilance would let them
pay more attention towards the advertisement.
Perceptual Defense Middle-class people generally avoid to spend
much money on newly launched products E-saver will cost them around
8,000 rupees but the need for low electricity bills and use more
electricity to make living standard a bit better would make them
act on perceptual defense they will believe they are getting more
value as compared to their money.
REPETITIONAds would be repeated frequently This will remind
people on regular intervals to think about purchasing the product.
This would also allow the viewer to easily encode the information
in long term memory.
SEMIOTICSE in the logo represents the word electricity.The logo
color gives the impression that the product is environmental
friendly E-Saver would be symbolized as the saver of peoples
CONCEPT OF PROXIMITY Associate our brand with other well-known
electric brand.Give away free energy saver bulb of that particular
brand with each E-Saver to first few customers. This will form
Proximity with that particular brand.
High Involvement Customers:Middle Class households Small
Low Involvement Customers:Upper Middle Class and upper class
householdsRestaurants Large and Medium Scale Businesses
INSTRUMENTAL CONDITIONINGLow electricity bills Use more
electricity Months money back guarantee if they think the product
is not working wellSense of security
ACTUAL SELF IMAGE AND IDEAL SELF IMAGEThe target audience is
mainly middle class households. Their self-image of a middle class
family is the family who spends according to the budget and they
have to save as much electricity as possible. E-saver urges those
households to create the ideal self-image by using more electricity
and save money and improve living standards.
Functional Impression of the products attributes, features and
Four segments on consumer Behavior:
Psychographic segmentation: Reduced consumption of electricity
up to 30 to 35% would psychologically effect the low income
customer.Demographic segmentation: we have segmented small business
owners and villages, lower middle class people, low income
people.Behavioral segmentation: Its more comprehensive compared to
other. Behavioral programs conducted for field tests, E-SAVER have
identified five characteristics:-Measureable savings-Predictable
savings-Cost-effectiveness-Sustained impact-Customer satisfaction
Geographic segmentation: Pakistan is overall the biggest target
market especially the rural sindh,lower middle class people of
Karachi, villages of Punjab and kpk.