Report

On Sustainable Eco Ideas, Designs, Architectures &

Installations Services

(Based on the Study of Marketing Management)

Report

On

Marketing Management (Course: 511)

Topic: Sustainable Eco Ideas, Designs, Architectures & Installations Services

Prepared for:

Dr. Belayet Hossain

Professor

Department of Marketing

Faculty of Business of Studies

University of Dhaka

Prepared by:

“Elegant (VI)”

Section: A

Department of Marketing (14th)

Faculty of Business Studies

University of Dhaka

Date of Submission: 10th October, 2012 eng.

Group Profile:

“Elegant (VI)”

We are...

No. Name Roll Designation E-mail Address Remarks

1 Md. Abdur Rakib 041 Member rakibrashed@gmail.com

2 Rumana 087 Member jaf.khan98@yahoo.com

3 Md. Al Amin 089 Member duamin_mkt@gmail.com

4 Anjuman Ara 139 Member Anjuman8964@gmail.com

5 Md. Moben Ahmed 151 Member ms.du.mkt@gmail.com

6 Chowdhury Omor Faruque 173 Leader omor173@yahoo.com

Letter of Transmittal:

10th October, 2012

Dr. Belayet Hossain

Professor

Department of Marketing

University of Dhaka

Dear Sir,

Here is the report on the topic of ―Sustainable Eco Ideas, Designs, Architectures & Installations

Services” and the details of it (Based on the Study of Marketing Management) that you asked

us to conduct.

Our study of analyzing as well as learning market development strategies, situation analysis,

market targeting, positioning, application of the strategies and evaluation for a new market

helped us know about a lot of information and various strategies to conduct the report.

We appreciate your choosing the issue of the report topic. If you need any additional information

or assistance in the overview of our report regarding the topic, please ask us.

Sincerely Yours,

“Elegant (VI)”

Section: A

Department of Marketing (14th)

Faculty of Business Studies

University of Dhaka

Executive Summary:

A sustainable eco idea design, architecture and installment service has got momentum in recent

years. We have selected this service idea because of its potential and market growth opportunity.

It is estimated that real estate sector in Bangladesh is booming and it will continue to boom for

example Sahara has already plan to invest in Bangladesh. As a result there is potential this

service will get great market share in the real estate sector in Bangladesh. We are basically

providing four types of service. Those are:

1) Idea development

2) Designing office and apartment

3) Installment of different equipment

4) Architecture or interior design

In our service delivery process environmental impact has been considered greatly. Our service

has become ecologically sustainable and environment friendly. Our service basically targeted

corporate client and positioning will be achieved by providing unique design and environment

friendly differentiated ideas. We have adopted skimming pricing strategy to serve the market.

Our promotional strategy is directed toward direct marketing. Service will be communicated

throughout different mass media and within three year we will try to reach break-even point.

Initially we will deliver our service in Dhaka city. Then we have a long term plan to spread the

service throughout the country.

Introduction

Environment friendly ideas have become compiling need in today‘s market place. People are

becoming more conscious about environmental impact in architecture design and construction.

So there has been created a great opportunity for companies who has able to identify this needs,

we have adopted to develop an idea that will satisfy this need an d will sustainable to

environment. Now we need to define sustainability.

Sustainability:

The best-known definition of sustainability or sustainable development is the definition by the

World Commission on Environment and Development. "forms of progress that meet the needs of

the present without compromising the ability of future generations to meet their needs.―

Environmental Social Economic The ‗Triple Bottom Line‘ Sustainability is about considering

the social, economic and environmental implications of what we do with a view to minimizing

the negative effects on people and quality of life, both now and in the future.

Our Objectives:

Broad Objective:

Taking an initiative to reduce the significant environmental impact made by traditional real state,

housing and architecture industry for better generation.

Specific Objectives:

Achieving low carbon / zero carbon buildings sustainable design principles

Reduce energy consumption of buildings by design

Reduce energy consumption of buildings by energy efficient systems –cooling, lighting

etc.

Generate on site renewable energy for consumption

Use reusable/ recycled materials

Reduce waste

Reduce water consumption

Use modern methods of construction

Health and safety

Development of environmental friendly ideas, designs, architectures, and installations

Our sustainable eco ideas, designs, architectures, and installations services are also a

combination of such processes, deeds and performances. We offer environmentally sustainable

and ecosystem friendly ideas, designs, architectures and installations.

Our Services

Ideas

Designs

Architectures

Installations

Ideas:

We generate and develop ideas and supply them to our customers. We have idea developers and

researchers to accomplish this job. The ideas are all created and developed on basis of

ecofriendly system for the sustainability purpose.

Designs:

We provide interior, exterior and the planned design manuals for the service offerings. The

designed are based on environmental sustainability. Besides, the design is planned in such a way

that works as per the ecosystem friendly way.

Architectures:

Besides, ideas and designs, we provide architectures and architect related assistance that are

different from the others.

Installations:

We install eco energy producing system like windmills, compost gas energy, turbines, solar

panels and so on. Moreover, we install utility resources in an ecofriendly way. Such as trash

tunnel, chimney, hot shields, inverters, energy saving water supply system, utility saving kitchen,

bathroom and other fittings installations. We also use recyclable materials in case of

installations.

Target Markets:

We provide our service offerings for a few targeted markets as the followings:

Target Markets

Shoppers

Households

Real Estates Entertainments

Developers

Corporates and Offices

Situation Analysis

SWOT Analysis:

Strength:

a) First mover

b) Working for society

c) Initiative to reduce greenhouse effect

d) Sustainable ―State of Art‖ technology

e) Innovative idea, design, and architecture

f) Customized pricing and planning

g) Wide varieties of concepts, designs, and architectural frameworks

Weakness:

a) Lack of awareness

b) Lack social awareness

c) Lack of Govt. support

Opportunity:

a) Large number of real estate firm

b) Increasing demand

c) Technological advancement

Threat:

a) Competition in such industry

b) Competitive threat

c) Making eco idea feasible for customer

Competition Analysis:

• Real estate

• Housing

• Developers

• Architecture consultancy firm

Services Offering:

We provide different services like apartment design, furnishing, real estate architecture planning,

energy installation, store shop design, logistics supply will be provided to vendors according to

their requirements.

We promise that we stake our claim on providing:

Eco Homes: Energy efficient and customized to your site

Unique Designs: Customized to your lifestyle and needs

Personalized Service: A one-on-one approach with our valued clients

Savings in Your Pocket: Our innovative designs will save you money and save the

environment.

We Design:

New homes

Renovations

Townhouses

Apartments

Entertainment Areas

Pools

Interior Design

Industrial

Commercial

Our Services:

Needs Analysis

3D Modeling

Concept Design

Schematic Design

Construction Documentation

Contract Administration

Project Management Specifications/Schedules

Distribution:

Our Services Design Process:

Depending on your project and requirements, we offer all design stages from a full service

package for large projects or just one or two design stages for small projects. Our Design Stages

we offer include:

1. Preliminary Meeting:

We come to you at your home or another location convenient

with you for an obligation free preliminary meeting. This

provides you with an overview of what the design process and

stages consist of, our business and the services we offer. The

meeting provides us the opportunity to discuss with you your:

Lifestyle

Requirements and aspirations for your home

Budget

Site conditions

2. Concept Design:

We begin with some design sketches and produce

preliminary drawings for you including:

An environmental analysis of your site in terms of

what shape of floor plan and orientation would best

suit your site.

Preliminary sketch floor plans

A 3D black and white perspective sketch

Exemplar images of what your home could look like

Finally, we present this package to you at our next meeting.

3. Schematic Design:

The design is developed further with additional drawings

produced so that we can obtain a quote from a builder/s for

preliminary pricing to ensure we meet your budgetary

requirements. We also obtain a soils test and survey plan. The

drawings include:

Site plan

Floor plans

Elevations

Sections

2 x 3d black and white sketches

4. Construction Documentation:

We ensure you are 100% happy with the design before we

begin full construction documentation. This includes a full

set of drawings and schedules for a builder to accurately

price and construct your home. We also project manage

other consultancies and obtain a full set of engineering

drawings as well as all building approvals.

5. Contract Admin:

This stage is very important during the construction of your

new home or renovation. We need to ensure that what we

have drawn is what the builder constructs. This stage

includes:

Providing advice to the builder during construction

On-site meetings with the client and builder during

construction

Preparing any additional drawings and amendments required for variations.

Service Design Considerations:

Designing a stand-alone PV system differs substantially from designing a batteryless grid-direct

system. Instead of meeting the home‘s annual demand, a stand-alone system must be able to

meet energy requirements every day of the year. The PV system must be able to keep the battery

bank charged—or include a generator for backup—because once the last amp-hour is drawn, the

lights go out (see ―Backup Generators‖ sidebar).

Efficiency first: This long-standing mantra for PV system design still holds true and is especially

important for off-grid systems. Using energy efficiently should always be a prerequisite to

energy design and production. Every $1 spent on energy efficiency is estimated to save between

$3 and $5 on PV system costs. As a system designer, it‘s virtually impossible to mandate wise

energy use by the end user, but we can specify efficient appliances, such as Energy Star

refrigerators and clothes washers, and strategies, such as shifting loads to non-electric sources

during times of low solar isolation.

Energy Consumption and the Solar Resource: Carefully comparing the home‘s daily and

seasonal energy usage with the daily and seasonal availability of the sun will help prevent energy

production shortages. This important step involves a careful analysis of the home‘s changing

seasonal load profile and the corresponding solar resource throughout the year. Paramount to this

analysis is the presence or absence of a backup charging source, such as a generator. If a backup

charging source is not incorporated, the designer should choose as the design target the time of

year when energy consumption is expected to be highest and the solar resource at its lowest—

usually during the depths of winter.

Without a backup generator, a PV system must produce every watt-hour required, at all times of

the year. This is often a tall task during the winter months and typically results in a costly system

that is oversized for the rest of the year. For this reason, stand-alone systems without a backup

charging source are often limited to smaller, nonresidence applications, such as seasonal cabins.

For systems with a backup charging source, more design flexibility means designers can use

average consumption numbers and peak sun-hour values. For example, they can choose to size

the system at a time of year when energy consumption is not at its highest or lowest, but in the

middle—say, a typical day in the fall or spring. In addition, they might use the specific location‘s

average solar resource. Using the average for both consumption and sun-hours will strike a good

balance between an affordable array size and generator run time. If minimal generator run time is

Passive Solar Home Design Services:

Passive solar design can make a home more comfortable in every season. The winter sun can

warm a home´s interior, while simple shading and thermal mass strategies can prevent summer

overheating. Consider these best design bets.

1) Site Right: To maximize winter sun and summer shade, orient the home´s south face to within

10 degrees of true south. Even though orienting the house 30 degrees from true south reduces

winter solar gain by only 13 percent, the cooling penalty can be greater. Homes facing from 30

to 45 degrees east or west of south may need longer roof overhangs. This is especially true if the

home´s orientation favors the west, because overhangs quickly become much less effective as the

hot western sun, low in the sky, strikes the house. In most locations, a slight orientation to the

east is desirable to increase winter morning sun and decrease summer afternoon sun.

2) Proper Window Selection & Placement: Heat from the sun entering south-facing windows and

doors with glass can provide between 20% and 80% of the heat required to keep a house warm in

winter.

South-facing glass should equal at least 5% and usually no greater than 12% of the conditioned

square footage of the house. Place just enough windows on the north, east, and west walls to

balance interior light levels, capture any views, create an attractive house, and allow for natural

cooling. Limit the use of skylights, substituting sun tubes (also known as tubular skylights) in

interior rooms without windows, which let in some light, but less heat.

For passive solar space heating, south-facing windows should have a high SHGC (at least 0.52)

to maximize the amount of the sun´s heat that passes through the glass. A window with a SHGC

of 0.33 lets in only 33% of the sun´s heat energy. Alternatively, install clear (uncoated) double-

paned glass and use insulated blinds at night to minimize heat loss. Alternatively, triple-paned

clear glass will let in a large amount of sun while limiting heat loss.

3) Seek Summertime Shade/Passive Cooling: Overhangs, awnings, and porches can shade

windows in certain seasons and prevent the home from overheating. For cold climates, design

overhangs for a long season of full sun striking the south glass. Overhangs and shading devices

should shade south-facing windows during the summer months, and allow full sun on windows

during the wintertime. For hot climates, design overhangs for a long season of full shade on the

south glass.

South window overhangs should be sized for the height of the windows, wall height, and the

construction detail of where the roof meets the wall. West and east windows require much longer

overhangs, and these windows are best shaded by other methods, such as porches or trees.

Computer simulation software, such as the shareware at Sustainable by Design, and especially

the online Overhang Design Tool, can make sizing overhangs a snap if you, your builder, or

design professional understand roof/wall construction details.

4) Make It Massive: Materials with high thermal mass, such as brick, stone, ceramic tile, and

concrete, absorb direct solar gain in the winter and indirect heat during the summer. Although it

is best to locate thermal mass in the path of direct sunlight, other mass in contact with the

material that receives direct solar gain can serve the same function. Including thermal mass is

especially important for homes with glass above 7% of the home´s square footage. Locate the

mass as close to south-facing windows as possible. Strive for a minimum of 2 inches (and a

maximum of 4 inches) of thermal mass. Less than 2 inches does not store sufficient heat and

more than 4 inches can absorb so much heat that it will be too slowly released. The maximum

amount of floor mass area that should be used is 1.5 times the south-facing window area, since

the sun cannot hit large areas all at once.

For cost effectiveness, use concrete, concrete masonry, and earthen plasters as thermal mass.

Slab-on-grade construction, where a concrete floor is poured over insulation, can economically

combine the foundation with a heat-absorbing floor. ICF (insulating concrete form) foundations,

which sandwich concrete between expanded polystyrene foam panels, are very compatible with

cold-climate slabs, even when the upper part of the house is framed with studs.

5) Take Advantage of Natural Light: Day lighting in homes is typically accomplished using

windows, translucent doors, skylights, light pipes (tubular skylights), and clerestories. Using

sunlight in your home can decrease heating and cooling loads through passive solar design

techniques, as well as eliminate most lighting needs during the day.

Designing a daylit home can be very simple. In most regions, provide a long south wall of

windows and locate the main living spaces along the south side to take advantage of direct solar

gain in the wintertime. In the summer, adequately deep, fixed overhangs will block heat gain but

still allow indirect light to enter the windows.

Making Home Water-Smart: Whether you‘re on- or off-grid, household water-saving strategies

are a smart idea, both from a resource- and energy-savings standpoint. According to the U.S.

Environmental Protection Agency (EPA), ―The average household spends as much as $500 per

year on water and sewer bills‖. By changing the way water is used, the EPA estimates that the

average household could whittle their water expenses by about 30%. The EPA says that if water-

saving appliances were used in every household, ―more than 3 trillion gallons of water and more

than $18 billion per year‖ would be saved. The benefits are wide-reaching—when individual

households use water more efficiently, the need for establishing new water-supply infrastructure

and wastewater treatment facilities is reduced. While those not on community water or sewer

systems won‘t necessarily reap these cash savings directly, they will benefit by decreasing their

well-pump run time, saving equipment wear and tear, and helping extend equipment life.

According to the American Water Works Association, the average U.S. household uses 127,400

gallons of water per year. But where is all this water going? A significant portion—69.3 gallons

per person, per day—is used indoors.

Flushing Toilets: Toilets are the largest water-wasters inside most homes, accounting for about

25% of the daily indoor water use. . Today, you can do even better—dual-flush units let you

select how much water to use, usually 0.8 gpf or 1.6 gpf. . Composting toilets are the most water-

efficient of all, since they use no water. They typically consist of a standard seat that empties into

a chamber. ―Deposits‖ are usually covered with peat moss, coconut husks, or sawdust to

stymie odors and aid in composting. Once full, the chamber contents can be emptied into a

separate, outdoor composting bin or buried around vegetation.

Washing Clothes: After toilets, washing clothes consumes the most water in a typical household.

This is mostly due to older vertical-axis machines (commonly known as ―top loaders‖), which

may use 35% to 50% more water than newer horizontal-axis machines. If your machine is 10

years or older, you may want to consider replacing it for both water and energy savings. Choose

a model with a high modified energy factor (MEF) and a low water factor (WF).

Showerheads: For maximum water efficiency, select a showerhead with a flow rate of less than

2.5 gpm. Two basic types of low-flow showerheads are available: aerating, which mixes air with

water; and laminar-flow, which forms individual streams of water. Laminar-flow showerheads

put less moisture into the air compared to aerating ones. Consider replacing showerheads that are

more than 9 years old—before the water-saving standards went into effect.

Faucets: Low-flow faucets designed to federal standards may use sensors, as well as aerators, to

reduce water consumption. For households, one of the newest innovations is the touch faucet,

which allows users to control flow and operation with a quick touch of the faucet. Fixture

retrofits include simple and inexpensive aerators, which screw into the end of the faucet. At $5 to

$10, they are an easy, quick retrofit that offers a quick payback.

Find & Fix Leaks: Studies have shown homes can waste more than 10% due to leaks, which

costs both you and the environment. Leaky toilets can account for 95% of all water waste.

Defective float arms and flapper valves are common causes of toilet leaks. A worn seat washer

may be the cause of a dripping faucet.

Outdoor Uses: Most household water use—about 30%—occurs outside the home, and goes

toward watering lawns, landscape plantings, and gardens. Avoid sprinklers and overhead

watering systems—they are big water wasters, losing a lot of water to evaporation. If you have

an irrigation system, check it thoroughly before putting it back in business. It‘s estimated that,

with regular maintenance, watering waste due to irrigation systems could be reduced by about

15%. Consider replacing grass with drought-tolerant and native plants. Once they are

established, they‘ll need little watering beyond normal rainfall.

Saving the Rain: Beyond water conservation, consider water harvesting strategies—ways to keep

water on-site and reduce stormwater runoff. Rain barrels, which connect to the downspouts of

your home, are some of the simplest (and least expensive) rainwater-saving devices. Most barrels

are designed to hold 40 to 75 gallons, and prices usually start at $50.

Reuse: Graywater (or greywater) is water discharged from bathroom showers and sinks, washing

machines, and kitchen sinks. In some areas, this water is permitted to be conveyed separately

from toilet water (blackwater), and can be used in the landscape. If you compost your food

scraps, don‘t use a garbage disposal, and avoid chlorine and other harsh chemicals, you can

safely reuse all of your graywater.

Marketing Strategy

Segmentation:

Attractiveness of a Market Segment:

We consider these factors evaluating the attractiveness of a market segment:

Size of the segment (Number of customer/Number of units).

Growth rate of the Segment.

Competition in the segment.

Brand loyalty of customers in the segment.

Attainable market share given promotional budget & competitors expenditures.

Required market share to break even.

Sales potential for our company in the segment.

Expected profit margins in the segment.

Suitability of Market Segments of our Firm:

Market segments also should be evaluated according to how we fit our firm‘s objectives,

resources, & capabilities. Some aspects of fit include:

We offer superior value for the customers in the segment.

The impact of serving the segment on our firm‘s image.

Access to distribution channels required to serve the segment.

Our resource vs. capital investment required to serve the segment.

Market Segmentation of our service:

We choose demographic variables to segment our service because it is the most popular bases for

segmenting customer groups. Customer needs, wants, & usage rates often vary closely with

demographic variables. Demographic variables are easier to measure than most other types of

variables. It is mainly based on variables such as age, gender, family size, family life cycle,

income, occupation, education, religion, race, generation, & nationality.

Demographic variables mainly focus on those factors-

a) Age & Life cycle stage-

Consumer needs & wants change with age. We use age & life cycle segmentation offering

different services or different marketing approaches for different age & life cycle groups. For

exp-

We decorate & design child hospital that attracts children most & they don‘t think that

it‘s a hospital they also feel charm when they go there.

For middle income people we built small budget home in reasonable expense.

We decorate different universities classroom, seminar room, conference room,

auditorium with well furnished equipment.

b) Income-

Dividing a market into different income groups we target affluent consumers for providing

expensive service. For exp-

We decorate apartment with luxurious equipment.

We also provide renowned hotels their required interior design service that will helpful

for attracting affluent customers.

We also decorate eye wear store for expensive customers.

Others:

These are the segmentation criteria of our services. There are also some more criteria that include

the segmentation.

Targeting:

Elaborated Target Market of Our Service:

Our main target market is mainly urban people they are

Real estate Company.

Different office and head office of international companies country office like world

bank, US embassy etc.

Prominent hospital

Clothing store.

Amazing hair salon.

Different office & Bank.

Household equipment.

Bridal store.

Coffee shop.

Hotel & Restaurant.

University.

Mills & Industry.

Furniture shop.

Chocolate shop.

Solar powered Mobile home

Selecting Target Market Strategy:

After evaluating different segments we must decide which & how many segments it will

target. A target market consists of a set of buyers who share common needs or

characteristics that we decide to serve.

We select Single Segment Strategy that is also known as concentrated strategy. One

market segment (not the entire market) is served with one marketing mix. A single

segment approach often is the strategy of choice for smaller companies with limited

resources.

Two important factors we consider here when selecting a target market segment are the

attractiveness of the segment & the fit between the segment & the firm‘s objectives,

resources, & capabilities.

Positioning:

Positioning Strategy:

―A business must set itself apart from its competition. To be successful it must identify and

promote itself as the best provider of attributes that are important to target customers.‖

~ George S. Day

A marketing strategy that aims to make a brand occupy a distinct position, relative to competing

brands, in the mind of the customer. Companies apply this strategy either by emphasizing the

distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to

create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end,

etc.) through advertising. Once a brand is positioned, it is very difficult to reposition it without

destroying its credibility.

Developing and Communicating A Positioning Strategy:

All marketing strategy is built on STP-Segmentation, Targeting, and Positioning. A company

that discovers different needs and groups in the marketplace, targets those needs and groups that

it can satisfy in a superior way, and then positions its offering so that the target market

recognizes the company‘s distinctive offering and image. If a company does a poor job of

positioning, the market will be confused. If a company does an excellent job of positioning then

it can work out the rest of its marketing planning and differentiation from its positioning strategy.

The result of positioning is the successful creation of a customer-focused value proposition, a

cogent reason why the target market should buy the product.

Positioning requires that similarities and differences between brands be defined and

communicated. Specifically, deciding on a positioning requires determining a frame of reference

by identifying the target market and the competition, and identifying the ideal points-of-parity

and points-of-difference brand associations.

Competitive Frame Of Reference:

Competitive frame of reference for a brand positioning is determining category membership-the

products or sets of products or services with which a brand competes and which function as close

substitutes.

Target market decisions are often a key determinant of the competitive frame of reference.

Deciding to target a certain type of consumer can define the nature of competition because

certain firms have decided to target that segment in the past or plan to do so in the future, or

consumers in that segment already may look to certain brands in their purchase decisions.

Determining the proper competitive frame of reference requires understanding consumer

behavior and the consideration sets consumers use in making brand choices.

Point-of- Difference and Point-of-Parity:

With points-of difference (POD), the brand must demonstrate clear superiority. In case of our

service, the superiority is based on environmental sustainability.

Points-of-parity (POP), associations those are not necessarily unique to the brand. Two basic

forms are: category and competitive. In case of our service, POP is idea, design and architecture

of services.

We can communicate this Pod and POP to customers through the use of certain promotional

tools. In this case:

Advertising can play a major role in communicating and spreading the similarities and

differences included in the offering.

Trade shows

Personal contact with the customer(personal selling)

Internet web strategy.

Brand Positioning Process:

Effective Brand Positioning is contingent upon identifying and communicating a brand's

uniqueness, differentiation and verifiable value. Generally, the brand positioning process

involves:

1. Identifying the business's direct competition (could include players that offer similar

service amongst a larger portfolio of solutions)

2. Understanding how each competitor is positioning their business today (e.g. claiming to

be the fastest, cheapest, largest, the #1 provider, etc.)

3. Documenting the provider's own positioning as it exists today (may not exist if startup

business)

4. Comparing the company's positioning to its competitors' to identify viable areas for

differentiation

5. Developing a distinctive, differentiating and value-based positioning concept

6. Creating a positioning statement with key messages and customer value propositions to

be used for communications development across the variety of target audience touch

points (advertising, media, PR, website, etc.)

Positioning Concepts:

More generally, there are three types of positioning concepts:

1. Functional Positions:

Solve problems

Provide benefits to customers

Get favorable perception

2. Symbolic positions

Self-image enhancement

Ego identification

Belongingness and social meaningfulness

Affective fulfillment

3. Experiential positions

Provide sensory stimulation

Provide cognitive stimulation

Our services positioning is basically functional positioning. It solves the problem of

environmental related concerns. Provide benefits to customers as well as society. And in turn get

favorable perception.

Positioning Strategies:

Positioning strategies can be conceived and developed in a variety of ways. It can be derived

from the object attributes, competition, application, the types of consumers involved, or the

characteristics of the product class. All these attributes represent a different approach in

developing positioning strategies, even though all of them have the common objective of

projecting a favorable image in the minds of the consumers or audience. There are seven

approaches to positioning strategies:

(1) Using Product characteristics or Customer Benefits as a positioning strategy:

this strategy basically focuses upon the characteristics of the product or customer benefits.

(2) Pricing as a positioning strategy - Quality Approach or Positioning by Price-Quality

(3) Positioning strategy based on Use or Application such type of positioning is done deliberately

to expand the brand‘s market. If you are introducing new uses of the product that will

automatically expand the brand‘s market.

(4) Positioning strategy based on Product Process – Another positioning approach is to associate

the product with its users or a class of users.

(5) Positioning strategy based on Product Class - In some product class we have to make sure

critical positioning decisions For example, freeze dried coffee needed to positions itself with

respect to regular and instant coffee and similarly in case of dried milk makers came out with

instant breakfast positioned as a breakfast substitute and virtually identical product positioned as

a dietary meal substitute.

(6) Positioning strategy based on Cultural Symbols - In today‘s world many advertisers are using

deeply entrenched cultural symbols to differentiate their brands from that of competitors. The

essential task is to identify something that is very meaningful to people that other competitors are

not using and associate this brand with that symbol.

(7) Positioning strategy based on Competitors - In this type of positioning strategies, an implicit

or explicit frame of reference is one or more competitors. In some cases, reference competitor(s)

can be the dominant aspect of the positioning strategies of the firm, the firm either uses the same

of similar positioning strategies as used by the competitors or the advertiser uses a new strategy

taking the competitors‘ strategy as the base.

In case of our service, we will use the positioning strategy based on characteristics of our

offerings as the main focus is on sustainable eco-friendly system.as there many similar services

in the competitive marketplace, so our product will be positioned based on the unique

characteristics it will provide, that is, sustainability and environment friendly ideas, designs and

architecture. It will help us to position nicely on the customers mind as there is nowadays a geat

concern regarding environment friendly products and services.

Developing a Positioning strategy:

This company must see its task as that of converting an ―undifferentiated offer‖ into a

―differentiated offer‖. A difference is worth establishing to the extent that it satisfies the

following criteria:

Important: it delivers high valued benefit to the buyers in the form of environmental

friendly offerings.

Distinctive: it offers in a more distinctive way.

Communicable: the difference of this service is visible to buyers.

Preemptive: cannot be easily copied by others.

Affordable: buyers of this service will be able to pay the difference.

Profitable: they will find it profitable to introduce the difference.

How Many Differences to Promote:

It can be only one (single benefit positioning)

It can be more than one benefit

In case of our service, we will focus on single benefit positioning, that is, Eco-friendly .There are

many services exist that provide the same service of developing ideas and designs and

architecture. But our service will provide this service in a eco-friendly manner, that will benefit

the customer as well as the environment.

Strategies:

Traditional Marketing Mix:

All elements within the control of the firm that communicate the firm‘s capabilities and image to

customers or that influence customer satisfaction with the firm‘s product and services:

1. Product

2. Price

3. Place

4. Promotion

Product:

The product of our service includes various objects and features that include;

New homes

Renovations

Townhouses

Apartments

Entertainment Areas

Pools

Interior Design

Industrial

Commercial

Place:

In case of Eco service design, place is also important consideration. It includes various things;

Channel type

Exposure

Intermediaries

Outlet location

Transportation

Storage

Managing channel

Promotion:

Promotion is very important for our service, because people are not much aware of our service.

So a lot of think should be considered; such as

Personal selling

Advertising

Sales promotion

Publicity

Internet\web strategy

Price:

Pricing strategy for our service:

According to one of the leading experts on pricing, most service organization use a ―naïve and

unsophisticated approach to pricing without regard to underlying shifts in demand, the rate the

supply can be expanded, prices of available substitutes, consideration of the price-volume

relationship, or the availability of future substitutes.‖

Before setting pricing strategy we want to summarize the pricing options for our service. And we

want to make clear why we choose this strategy.

The pricing options for our service are shown graphically

Our service pricing strategy is Skimming pricing strategy. We are decided to follow our pricing

strategy as skimming strategy. The reason is that the strategy is unique and not available in

Bangladesh. When the service is new service company should choose skimming pricing strategy.

The reasons why we choose skimming strategy are given below:

1) To get the profit layer by layer as the service is new

2) We have to expense lots of money for this strategy because sophisticated equipment

required for implementing the strategy.

3) Our initial target customer for our service is upper class like World Bank office, US

embassy, UK embassy etc, as they are upper class customer we follow skimming pricing.

Pricing options for our service

Discounting

pricing

Synchro

Pricing

Penetrati

on

pricing

Odd pricing

Prestige

pricing Skimming

pricing

Value

Pricing

Market

segment

ation

pricing

Price

faming

Price

bundling

Expanded Mix for the 7 P’s:

Product

Price

Place

Promotion

People

Process

Physical Evidence

People: All human actors who play a part in service delivery and thus influence the buyers

perceptions: namely the firm’s personnel, the customer, and other customers in the service

environment.

Factors to Consider Regarding People:

Employees

Recruiting

Training

Motivation

Rewards

Teamwork

Customers

Education

Training

Physical Evidence: The environment in which our service is delivered and where the firm and

customer interact, and any tangible components that facilitate performance or communication of

the service.

Factors to Consider Regarding Physical Evidence:

Facility Design.

Equipment

Signage

Employee dress.

Other tangibles:

Reports.

Business cards.

Statements.

Guarantees.

Process: The actual procedures, mechanisms and flow of activities by which our service is

delivered- the service delivery and operating systems.

Factors to Consider Regarding Process:

Flow of activities:

Standardized.

Customized

Strategic Timeline:

We will introduce our services in January 2013.

We will participate in Dhaka trade fair in 2013 to promote in our service.

Nationwide campaign will be conducted from March to May to attract new customer.

We will offer special package in this time and help organization to build awareness

among customer.

We will also use sells personnel and send them with special package offer to different

corporate client.

In Eid festival we will develop a bundle offer for household design and special discount

for loyal customers.

Within June and July we will sign a special contractual agreement with real estate giant

like Bashundhara group, Rupayan, BDDL, pink city Assurance developer, Asset

developer etc.

In August we will organize a roadshow to promote our service.

Marketing Research:

By performing exploratory research we have found that people are more interested and eager to

introduction of such type of system. People become more surprised when they know such type of

pollution is being by existing Real Estate Company.

In case of bringing sustainable eco ideas design and architecture system respondent attitude is:

Yes58%

No34%

No comment8%

Respondents attitude towards sustainable eco ideas

Financials

Breakeven Analysis:

A company has broken even when its total sales or revenues equal its total expenses. At the

breakeven point, no profit has been made, nor have any losses been incurred. This calculation is

critical for any business owner, because the breakeven point is the lower limit of profit when

determining margins.

Defining Costs:

There are several types of costs to consider when conducting a breakeven analysis, so here's a

refresher on the most relevant.

Fixed costs: These are costs that are the same regardless of how many items you sell. All

start-up costs, such as rent, insurance and computers, are considered fixed costs since you

have to make these outlays before you sell your first item.

Variable costs: These are recurring costs that you absorb with each unit you sell. For

example, if you were operating a greeting card store where you had to buy greeting cards

from a stationary company for $1 each, then that dollar represents a variable cost. As

your business and sales grow, you can begin appropriating labor and other items as

variable costs if it makes sense for your industry.

The breakeven point in case of our company is shown in the following figure:

Controls

Application:

We will apply our strategies according the objectives and goals. Initially, we will apply our

strategies in the product development strategies. Basically, we will target corporate clients. Then

it will spread to the introduction stages of our PLC.

References:

www.google.com

www.ecodesigngroup.com

www.siemens.com

Valarie A. Zeithanl & Mary Jo Bitner, ―Services Marketing‖, 4th edition

Philip Kotler & Gary Armstrong, Marketing Management, 13th edition

Philip Kotler & Gary Armstrong, Principle of Marketing, 13the edition