WELCOME TO

OUR PRESENTATION

Presented byTHE INVINCIBLES

Name ID

Md. Sadafuzzaman (captain) 10112101171

ABU RAFSAN JANI 10112101144

Md. Hasib ul Islam 10112101166

Tahmina Nasrin Shampa 10113101325

Meherunnesa Shanta 10113101341

Md. Takir Hossain 10113101356

MARKETING PLAN OF

WALTON MOBILE

EXECUTIVE SUMMARYWalton Hi-Tech Industries Ltd. is the one and only

manufacturer of multi-staged Refrigerator, Freezer, Air Conditioner, Television and Motorcycle technology and is treated as one of the sophisticated manufacturing plant in Bangladesh and South Asia.

WALTON Mobile is an elegant line of mobile phone handsets. It is distinctive by its unquestionable quality, longer durability and eye-popping style. WALTON maintains a strict quality control process to ensure flawless quality.

Walton is a Bangladeshi company. Beside the other products Walton mobile is holding a good market share in Bangladesh. Every day it is competing with the international brands like Nokia, Samsung, Sony, HTC, Symphony etc. Walton mobiles are cheap in cost, good looking, and provide high quality.

SITUATION ANALYSIS

MARKET SUMMARYCompanies try to attract

customers of different levels through providing quality products. Walton mobile provides different types of mobiles as market offering.

MARKET DEMOGRAPHICSThe total targeted population is 10 million users.There is an almost equal ratio between male and

female usersAges from 18-51 are seen to use Walton mobiles

frequently.Users enjoy using normal Walton mobile phones

with its easy functions.Aged people can fulfill their needs by its general

facilities.Teen and mid agers have great fun with the

androids.

MARKET NEEDSQuality productsInnovative featuresCustomer service

Android phone Windows phone

MARKET TRENDS

SWOT ANALYSISSTRENGTHSIn depth industry experience and insight.Creative, yet practical mobile designers.The use of highly efficient, flexible business model

utilizing direct customer sales and distribution.WEAKNESSESThe reliance on outside capital necessary to grow the

business.A lack of retailers who can work face to face with the

customer to generate brand and product awareness.The difficulty to develop brand awareness as a

domestic company.

SWOT ANALYSISOPPURTUNITIESParticipation within a growing industry.Decreased product costs through economy of scale.The ability to leverage other industry participants’

marketing efforts to help growth general market THREATSFuture/potential competition from already established

market participants.A slump in the economy that could have a negative effect

on people’s spending of discretionary income on exclusive mobile phones.

The release of a study that calls into question the safety of using mobile phones.

COMPETITIONWalton mobile is forming its own market.

Walton mobiles are produced in Bangladesh by maintaining international standards. But the mobile phone market is already established by international brands. So, it is tough to capture this already established market.

PRODUCT OFFERINGThe first type of mobile that has been developed is Walton b series. Maximum of which are simple mobile phone in character.

Then they introduced Walton L, T, Q series which are actually multimedia phones.

At last Walton has introduced primo series in the market. This series is androids that are smart phones, which are made with the latest technology.

CRITICAL ISSUESEstablish itself as the premier mobile

accessory company.Pursue controlled growth that dictates that

payroll expenses will never exceed the revenue base. This will help protect against recession.

Constantly monitor customer satisfaction, ensuring that the growth strategy will never compromise service and satisfaction levels.

MARKETING STRATEGYMISSIONWalton mobiles mission is to provide the customer

with the premium mobile phones and accessories available. Their motto is “Walton mobile at every hand”. Basically Walton mobile wants to serve the customers with world class service.

MARKETING OBJECTIVESMaintain positive, strong growth each year.Achieve a steady increase in market penetration.Decrease customer acquisition costs by 1% per

quarter.

MARKETING STRATEGYFINANCIAL OBJECTIVES Increase the profit margin by 1.5% per quarter through efficiency

and economy-of-sales gains.Maintain a significant research and development budget to spur

future product developments.Achieve a double-to triple-digit growth rate for the first four years. TARGET MARKETS They offer simple phones with general needs. This type of phone is

made for the older and poor people. multimedia phones for entertainment. People of all ranges can use these phones and can fulfill their

necessities as well as recreation. Walton has newly introduced Primo series which are actually android

smart phones. People who want to perform faster and need one stop solution can use these phones.

MARKETING STRATEGYPOSITIONINGTheir highly trained marketers are always trying to perform

better in order to place a good position in the customers mind.Its highly trained officials of marketing department already has

undertaken different promotional activities in order to have place in customers mind.

MARKETING PROGRAMPricing: It is based on a per-product retail price.Distribution: With the change of time Walton has many sales

centers throughout the country.Advertising and promotion: Several different methods are used

for the advertising effort.Customer service: Walton strive to achieve benchmarked levels

of customer care.

MARKETING STRATEGYMARKETING RESEARCH

Walton mobile has its own research team. This team is always in the search to find the opportunities, lacking and other activities of Walton mobile.

FINANCIALSBREAK EVEN ANALYSIS

The break-even analysis indicates that $7760 will be required in monthly sales revenue to reach the break-even point.

Break-Even Analysis

Monthly Units Break-Even $62

Monthly Sales Break-Even $7,760

Average Per Unit Revenue $12,562

Average Per-Unit Variable Cost

$22.61

Estimated Monthly Fixed Cost 6,363

FINANCIALSSALES FORECAST

Walton mobile feels that the sales forecast figures are conservative. It will steadily increase as sales as the advertising budget allows.

Sales 2011 2012 2013

General needs $455740 $598877 $687785

Necessities $72918 $95820 $110842

Recreational $57890 $102367 $123659

Total sales $586548 $694697 $797807

FINANCIALSEXPENSE FORECAST

The expense forecast will be used as a tool to keep the department on target and provide indicators when corrections/modifications are needed for the proper implementation of the marketing plan.

MONTHLY EXPENSE BUDGETMarketing Expense Budget

2011 2012 2013

Web site $25,000 $8,000 $10,000

Advertisement $8,050 $15,000 $20,000

Printed Material $1,725 $2,000 $3,000

Total Sales and Marketing

34,775 25,000 $33,000

CONTROLSThe purpose of Walton mobile’s

marketing plan is to serve as a guide for the organization. The following areas will be monitored to judge performance-

Revenue: monthly and annual.Expenses: monthly and annual.Customer satisfactionNew client acquiredNew product development

CONTINGENCY PLANDifficulties and Risks

Walton is an Internet-based start up organization. So most of the time customers can’t access its product.

An entry into the market by an already-established market competitor

Worst-Case RisksDetermining that the business cannot

support itself on an ongoing basis.Having to liquidate equipment or

intellectual capital to cover liabilities.

THANK YOU