[SMPS]Marketing PlanMuhammad Sabir

Sayed Nasim

Market SummaryA. PAST : The demand for smps in lighting was negligible

B. PRESENT : The demand for smps is inclined upwards

C. FUTURE : The demand for smps will be very huge since the concept of lighting will be totally changed

D. MARKET SHARE: There is a steep change in market share from incandescent to cfl & now to LED

E. LEADERSHIP :There is no multinational co presence uptill now leadership is being distributed among small manufacturers

F. PLAYERS : Small Mfg Delhi, Mumbai, Pune, Bangalore

Product Definition

• SMPS A Switched-Mode Power Supply is an electronic power supply that incorporates a switching regulator to convert electrical power efficiently. Like other power supplies, an SMPS transfers power from a source, like mains power, to a load

Why SMPS ?????• Not Only Energy Saving but also !!!!!!!

Global Perspective of Led

Positioning Statement

SMPS thats “lighting your life”And its “The best of the rest”

Consumer Promise: 5 years of exclusive warranty on our 2amp & 5amp smps “Customer satisfaction throughout life”

Packaging

Product packaging• RETAIL PACK• Attractive colorful packaging with individual

single pc shrinked as for Retail customersECO PACK

• 5 pcs shrink pack for economical buyers at Retail• WHOLESALE PACK• 100 pcs master cartoon pack for Semi

Wholesale

Launch Strategies• Launch plan• Matching Product Capabilities to Market Needs• Clear Positioning and Messaging• Setting Clear Launch Goals• The Power of Leverage• Priming the Pump• Timing the Launch to Maximize Sales

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

Phase 1Phase 1

Phase 2Phase 2

Phase 3Phase 3

Public Relations

• PR Plan:• Overview

• Goals

• Strategies

• Target audiences

• Key target media

• Recommendations

• Next steps

Public Relations• PR strategies:• Knowing market• Identifying the product benefits relevant to

market• Establish product as unique• Source and use testimonials• Targeting the media used by our target market• Preparing press release to be printed as is• Selling release• Follow up. • Keep in contact. • Use a photograph

Other Promotion• Direct marketing: Personal basis & Mass Media Basis

• PERSONAL BASIS-

a) Phone calls b) Direct Mailing c) Sms d) Other social media

• MASS MEDIA BASIS- By giving Ads in

a) Electricals Merchants Associations Magazine

b) Architects Association Monthly Magazines

c) Interior Designer s Weekly Magazine etc• Overview of strategy• Overview of response targets, goals & budget• Third-party marketing: By appointing “Third party Marketer”

• Think “manufacturer’s representative” – a person with specialized industry or product experience, with deep roots in a given industry, hired by a manufacturer to sell its goods.

• Third party marketers leverage their industry knowledge, contacts, and marketing and sales acumen on behalf of a limited roster of clients.

Pricing Pricing: Pricing of SMPS is summarized

according to these three types of pricing strategie

• Penetration pricing :Shall be used only in

Wholesale & semi wholesale market

• Price discrimination :Shall be used for Direct Marketing only ie. Marketing on….

a)personal basis

b) Mass Media basis

• Psychological pricing: keeping price say

Rs199.99/-

Distribution• Channels of distribution:a. Wholesale

b. Semi wholesale

c. Retail

d. Direct Marketing

e. Third Party Marketing

Distribution channels by pie chart:

Vertical Markets/Segments• Vertical market opportunities There is a very high scope in

a. Event Management Decorators

b. Mandap Decorators

c. Led fixture manufacturing company's

d. Solar Energy solution providers

e. Led Strip light Importers

f. CCTV camera solution providers – Address distribution strategies for those markets or

segments– Address use of third-party partner role in distribution to

vertical markets

Supply & Value Chain -Products

Warehouse(Panvel)

Warehouse(Panvel)

Grant RoadGrant Road

DealersDealers

Warehouse(Bhiwandi

Warehouse(Bhiwandi

Based in Bhiwandi

Products Imported from China

Distributed to Selected Key Markets

Distributed to Dealers in Key Markets

RetailersRetailers

Promotions, marketing campaigns

End user

Demo Trials

INR: 100 INR: 110 INR: 198 INR: 158( 20% Discount)

INR: 182(15% Margin)

INR: 200(End User Price)

Indicative Pricing Structure & Margins (Base 100)

Success Metrics• First year goalsa. Organizing office

b. Set up a customer relationship management system

c. Making business planning part of daily or weekly routine

d. Delegate more

e. Making marketing business more consistent

f. Adding social media to marketing plan

g. Cleaning up website

h. Streamlining business

i. Automate and building systems

j. Learning something new

Measures of success/failure We use Quick books to view cash flow, revenues, expenses, and net profit and compare

those number to the previous year’s. In essence we try to beat last year’s numbers and, in my mind, that is a true indication of success, at any given moment in the business’ present state

• Requirements for success

• Customer Satisfaction Score

• Employee Satisfaction Score

• Productivity

• Cost to Acquire Customers (CAC). 

• Lifetime Value of a Customer (LTV). 

• Churn rate

Schedule

• 18-month schedule highlights

• Timing– Isolate timing dependencies critical to

success

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

Task 2Task 2

Task 3Task 3

Task 4Task 4

Task 1Task 1

Milestone