Marketing Plan Energypac Final

 

 

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 well as foreign market. market. The Energypac Energypac system will create 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, successful, and how the profit s structure tructure is

determined, and (2) to act as a guiding, measuring, and evaluating vehicle in the implementation of all aspects of Energypac Engineering Engineering Limited strategic 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 structured marketing strategies. strategies. We should provide our 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 increase market share by developing a proper struc structured tured

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  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)  vi) 

Steel Mill 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) xiv) 

PC SZPDC

xv) 

WZPDC

xvi) 

RPC

xvii) 

Upcoming Power Stations.

xviii)  IPP PROJECTS

WHAT IS ENERGYPAC MARKETING’S TARGET MARKET AND 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: 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: 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 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: 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 satisfied clients w who ho

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 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  Demographics 

Summary

Decision Level

Mature

Manager

High

Informed

Positive

Steel Industries  Industries 

Growth

Director and Manager

High

Skeptical

Positive

Textile & Spinning Industries   Industries

Growth

Manager

High

Skeptical

Positive

Develop

Variable

Variable

Market Segments  Segments  Panel Builders  Builders 

Other   Other

Loyalty Buyer Status Readiness

Product Attitude

Variable Indifferent

Summary  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   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   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 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   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 tape involved with hiring full-time employees, especially at the executive level.

Threats   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   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   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  Messaging 

Market Segments  Segments 

Messaging Making mistakes will cost you much more than we do.

Panel Builders Steel Industries

This is an investment in the future.

Textile & Spinning Industries

How much does it cost to do it wrong?

Promotional Strategies 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 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 t ype 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 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  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  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  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. distributed.

 

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Media Plan Timing/Sequencing :

Medi Me diaa

Jan Jan

Feb Feb

Mar Mar

Apr Apr

May May

Jun Jun

Jul Jul

Aug Aug

Se Sep p

Oct Oct

Nov Nov

Dec 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 f or 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 sales manager. Because Because Sales depar department tment should be capable 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 f ollow 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  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 t his 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  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-ofmouth 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  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  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 crossmarket options, and many other possibilities.

Positioning Energypac Engineering system should employ the most advanced technology in the industry 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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Energypac Engineering offers. For established engineering firm and structural engineering sub-consultant services, Energypac Engineering Limited should offer a competitive and economical option. For high-technology companies who are looking to enter new international markets, Energypac Engineering Limited should offer a unique team of

experienced managers

with

proven

expertise.

Unlike most

management consultants, Energypac Engineering Limited should be specialized on a very focused expertise that is hard to duplicate.

Seven Strategies for the Upcoming Year

1.  Focus on our ideal customers. Everything customers.  Everything starts with customers. Without them, we would never make a sale. It is critical, then, that you define your customer base as specifically as possible—both the companies and the individuals we cover as customers. Test our description with a few customers and prospects who fit the profile. Do they agree with our assessment of them? 2.  Know the "pain" that creates opportunity for us.  us.  Think like a business doctor. People buy our services to solve or avoid acute trauma or discomfort. It is unlikely that our customers have us, or our company, at the top of their priority list. They do, however, care very deeply about their problems and desires. Clearly linking our solutions to our customer's problems will allow us to rise in importance in their minds. 3.  Define our personal value proposition. Generally, proposition. Generally, people do not hire firms or institutions—they hire the people who represent these organizations. So, we are the message, and we are the product. This means that we are also the product manager and the sales force. Therefore, it becomes critical that we be able to describe—in a clear, concise and meaningful way—what it is that we do (what pain we solve) and for whom. 4.  Turn our clients into our sales force.Ourclients force.Ou rclients should be our best source of referrals and our best source of advertising. Remember, referrals are made

 

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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 know exactly the type of person with whom we

would like an

introduction. 5.  Build high-power allies.  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 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.  engine.  The previous six ideas require our personal effort effort (i.e., we need to develop your own 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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24.0Network Model

Engineering Service

 U n  c   o n  t   r   o l   l    a   b  l    e  F   a   c   t    o r   s 

T   a  r   e   t   M  a  r  k   e   t  

A  b   o  u  t    t   h   e   S   e  r   v  c  i    e  E  E  L 

P     o r   d   u  c   t   E  n  g i   n  e   e  r  i   n  g

 S   e   v  e  n P   a  r   a  m  e   t    e  r 

D i   f   f    e  r   e  n  t   i    a   t    e 

B    a  r  n  d  E  l    e  m  e  n  t    s 

B r   a  n  d   S   e  n  s   e 

B l    u  e   O  c   e   a  n

 Q P    r   u  c   a  i   l   n i   i    t    g  y  &

 N  a  m  e 

T   e  r  m

L   o  o

 S  l    o  a  n

D   i    s   t   r  i    b   u  t   i    o n

 

IMC

Secondary Brand Association

Checklist Energypac Engineering Limited  

 

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www.energypac-bd.com

 

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