BREEZE CHARGEABLE CEILING FAN

PRESENTED BYABUZAR RASHEED (7198)TALHA AHMED (9558)ALI RIAZ FARAUQI (8561)MUHAMMAD ZEESHAN (7093)SHOAIB AHMED (7442)

OUR PRODUCT• The product which is been launched in the

market is name as “BREEZE CHARGEABLE CEILING FANS “

• This Fan is designed to work even in the load shading. It consists of built in battery which gives the back up of up to 4 hours. Unlike other, this fan doesn’t use regulator but uses remote control system to control the power.

Features of the Product

• Chargeable Fans

• Remote Control Technology• Temperature Reader• Red LED Charging indicator• Green LED Operating indicator

• Better Quality Products

• Latest Technology

Price• As a new comer our pricing

strategy is to introduce our products in the market at lower prices so as to create huge demand in the market and then compete with other competitors.

Pricing PolicyThe Chargeable Ceiling Fan’s pricing objective is to set a price that is affordable to our target customers, compels them to buy our product and stay loyal to it.

Category A

•Price Starting from Rs: 4,500 (Simple Chargeable Fan) and Ends on Rs: 6,000 (Advanced)

Category B

•Price Starting from Rs: 6,000 (With Lights, Remote Control Technology and Advancements) and End on Rs: 8000 (Full Advanced Fans with High Quality Design)

Pricing StrategyOur product will be lie on penetration

strategy with high quality & low price For introducing new

product Price low to capture

market share Expect to make profit

in volume

Vision• To be recognized as a leading organization that

values customers’ needs and provides smart solutions with strong customer care

Mission• To be capable to deliver the range and quality of To be capable to deliver the range and quality of

chargeable fans which the customer demands, chargeable fans which the customer demands, which can only be fulfilled by the modern which can only be fulfilled by the modern technology which will have the scale and technology which will have the scale and worldwide presence to do so competitivelyworldwide presence to do so competitively

MARKET SEGMENTATION• Market segmentation is the process in marketing of

dividing a market into distinct subsets (segments) that behave in the same way or have similar needs

• Variables Used for Segmentation

1) Geographic variables

2) Demographic variables

3) Psychographic variables

4) Behavioural variables

Geographic variables• Geographic- People living in Karachi

Demographic variables• Age – all age group• Gender – not applicable• Family size - matter• Education – not applicable• Income – low, middle & hi end consumer• Occupation – student, working and

housewives• Nationality/race – not applicable• Language – not applicable

SWOT ANALYSISStrength•Innovative Idea•Chargeable Fans•Remote Control Technology•Excellent quality fan products•Temperature reader•Beautiful Design

•Latest Technology•Reasonable cost•Capacity of Production•Small capital required for upgrading production plant

SWOT ANALYSISWeakness•Easily replicated models•Demand is seasonal•Financial Resources•Limited budget for starting manufacturing of other things•Tax Structure•High Price as compare to local fans•Limited experience of new employees of the company

SWOT ANALYSIS

Opportunities•Expansion through Strategic Alliances•Diversifying into other electrical products•Focus on Technology Intensive Products

•Increase in demand with increase in population

•Export Opportunity

SWOT ANALYSISThreats•Threat of new strong competitors.•Threat of change in Government Trade Policies•International competitors•Threat of unstable law and order situation•Price variability in raw materials and components•Cheap import from China

•High import custom duties•External business risks•Technological shifts•Shortage of energy•Increase in prices of raw material

Target market• The target market of our product is almost all the classes

of customers which include lower class, middle class, the upper middle class & the higher class and especially our customers which are living in those areas of Karachi where there is scheduled load shading of more than four hours.

Positioning Attributes

Pakistan First Efficient Chargeable Ceiling Fan

• breeze Fan• Innovative Product• At an affordable prices• Good quality and unique product• Technology oriented• Provide exceptional product that leaves an impression

with our core customers.

CUSTOMER ANALYSIS

If we look at our target customers there are two types of customers. One is that customer who needs this product for fulfillment of their basic needs of their life. And other category is that who have to satisfy their basic need of life and also luxury need in it

Competitor analysisInternational Competitors•In the international market we will face the big names as competitors from Japan, America, Malaysia and India are some big names in fan manufacturing countries.

Indirect Industry Competitors•As every company has their competitors so we will definitely face the forces of competitors.•Some big competitors are:•Pak Fans•GFC Fans•Millat Fans•Royal Fans•Younas Fans

Indirect Competitors

major indirect competitors are:

•UPS

•Generator

•Solar panel

Competitor analysis

Competitor Analysis

Local assembled

fan market

China Import fan market

There are two types of fan market in Pakistan are: 1.Local assembled fan market.

2. China Import fan market

Market and Submarket

• In submarket our feature is based on Rechargeable fan. Our fan will be built on a quality material that will improve the performance and efficiency of fans in terms of comfort and dependability. It is particularly appealing for users which are facing the problem of load shading.

Strategic UncertaintiesSome challenges which we observe to require overcome are given below as:

•Entrant of new fan company in market.•Irregular power supply•Threat of launching new designs of fans.•Superior supply chain and networks of sales force of other competitors.•Market strategies require changing according to changing conditions.•Non availability of skilled labors•Weak R & D

Scenario Analysis• Our product will exist in SAFE box because of

low uncertainty and low impact.

Future and Expansion of the product

• In next 5 year our company will shifts it technology from ceiling fans to other types of fans, energy savers, tube lights and other electronic appliance as well.

• Our company is also focusing on charging the battery on solar energy. So it will be more efficient and effective and its dependency on electric supply will get minimum. If this product will get success, new markets of fan will emerge and hence that market will not only limited to provide fans only all electronic household product will be available on this technology.

BCG MATRIX• The BCG analysis actually helps you in deciding which

entities in your business portfolio are actually profitable, which are duds, which you should concentrate on and which gives you a competitive advantage over others.

• W are hoping in the next five year people will surely want to purchase this type of fans due to coming of summer season. So we are assuming people are more comfortable to spend money on this product. After some time we will be able to grab specific amount of market share in fan industry so we can gain cash cow (Products in low growth markets with high market share) for chargeable ceiling fan.

Marketing & Promotion• As we are in the Introduction phase, our

objective is to create our product awareness through Informative Advertising.

• Use of Print Media, Radio Advertisement, TV Commercial, Social Media etc

• Social Networking:– Creating a community of Facebook– Creating a fan page on Facebook– Creating an active account where regular tweets

on product and their updates will ensure interactivity

– Followers will be encouraged to tweet their suggestions on our products

Environmental AnalysesEnvironmental analysis is a strategic tool. It is a process to identify all the external and internal elements, which can affect the organization's performance. Some elements are given below:•International Competitors•Cultural•Political•Economic•Domestic Competitor•Technological

International Competitors

• In the international market we will face the big names as competitors from Japan, America, Malaysia and India are some big names in fan manufacturing countries

Cultural

• Living standards of people are different with respect to areas of Karachi city.

• Income Level

Political• Tax laws

• Un stability of Government

• Political influences

• Government priorities

Economic• Increasing GDP

• Higher Income level, hence more purchasing power

• Easy availability of loans from bank

• High Custom duties

• Energy Crises

• Inflation

Technological• Advancement of new technology

• Research and development