2011

MAHASA Batteries MARKETING PLAN

MAHASA GROUP OF COMPANIES

The document will help to indicate and justify the current marketing position of
the company and also gives the whole new idea about how the business can
capture the market aside with its competitors.

ADVERTISING AND PROMOTION

MAHASA Batteries
4/15/2011
 MAHASA Batteries

MAHASA Batteries
A Product of MAHASA Group of Companies

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

INTRODUCTION

ANDIDA Company is well known international brand. They only deal in batteries with different

genre. Their brand is very well knows in many of the countries. Especially their target market is western

countries. In which they are running their operations successfully from last many of the years

ANDIDA Company recently introduced in Pakistan by very well known sole proprietor

company MAHASA Pakistan. They launch their test run in recent year 2011 for almost three

months. By seeing the opportunity for their business to expand well and seeing the potential customers

for the product (battery) there is not any other place then Pakistani market. Here in Pakistan almost 100

Million mobile phone users are their market which can get them back a lot of their best quality.

MAHASA Pakistan is working in Pakistan from last 16 years as import and

export business. They prove their worth within limited time. MAHASA Pakistan is well established

business in Pakistan and they offer the handsome product, Joint venture with ANDIDA China and

launch the new product with the name of MAHASA Batteries.

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

EXECUTIVE SUMMARY

The Company MAHASA Pakistan & ADIDA China starts a new project of
batteries in Pakistan. In recent year (2011) they make an agreement to start it initially with low
cost budget to test the market deeply. They launch the Product of Batteries with the Name of
MAHASA Batteries. The product they are providing in Pakistani market is actually china
manufactured by ANDIDA China. Which are the best cellular battery providers in western
countries.

MAHASA Batteries are giving the market a boost of confidence to use the
product in comparison of others best in the business. With more than 7 hours talk time as the
best one for any cell phone battery and also very compatible packing. MAHASA Batteries
are in test mode yet they do not start their supplies with very high intensity.

The business MAHASA Batteries is in initial stage as for as its rating is

concerned by its future competitors. The business is giving good positive results in initial
market. They are targeting all the NOKIA mobile phone users who lie in that list they are their
potential consumer.

With the budget of 100,000 initial advertising expense for creating the awareness
amongst the consumers only. The budget is divided in four basic sections as 4 quarters by 3
months each. The company screw the budget because of supplies are very low in numbers
and they want to remain quiet in first year of launching the product

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

CURRENT MARKET SITUATION

TARGET MARKET:

MAHASA Batteries will target all the Nokia mobile phone users’ initially and
make a healthy market share to capture more brands in future.

MARKET SEGMENTATION:

For the purpose of defining the target market the following market segments are
established after the market research on Mobile phone consumers all over the Pakistan.

1) ECONOMIC CLASSIFICATION:

 Upper upper class

 Upper middle class
 Middle class
 Liddle lower class
 Lower class

2) AGE GROUPS:

 Teen agers ( 18 – 19 )
 20 – so on

3) Professional Classification:

 College to higher level Students

 Young Professionals

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

 Mature Professionals
 Retired persons

Market we are Targeting:

While evaluating their consumer market the conclusion was that the ideal consumer’s
will lie on every range of NOKIA mobiles.

Demographics:

 Students
 Professionals
 Non Professionals
 Families

No gender and religious discrimination.

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

MARKET DEFINITION

Economic Profile:

To achieve the vision of MAHASA Batteries “empowering the users” for

guiding themselves through the high profile goal. The quality which makes MAHASA
Batteries different from other competitors is to re shape their lives by providing the value of
time through minimum consumption of battery in more time.

Age Demographics:

MAHASA Batteries are serving to all the age groups but specifically between
16 to above 50s. Almost all of the age groups have the same requirements to use the cell
phone for long time.

Students between (16 to 22):

Students are the major target market for our business. They consume more time
on cell phone as compare to any mature person

Professionals:

MAHASA Batteries are truly made to serve for long talk time for their users.
Professional users who use smart phones more can be a good market for our business as
well.

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

MARKET POSITIONING

The positioning strategy to be employed by MAHASA Batteries is in keeping with their

global positioning. The quality of the product is better than their competitors right now. In
Pakistani market almost 60 % of market captured by our competitors which are our potential
customers in future. MAHASA Batteries name means reliability to consumers and that is
why our products are trusted by customer’s everyday

Less charging more talking:

MAHASA Batteries is giving the benefit to its customers to make their

precious time more valuable by charging for less time to talk more in terms of battery timing.
The battery based on its timing. MAHASA Batteries are the brand known for its uniqueness
with compatibility. MAHASA Batteries is aiming to make its value in the customer’s mind by
providing such quality which is precious and unique in quality.

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

MARKETING MIX

The Product with many features in it to beat the best in market gets reasonably sustainable
position in consumer’s mind. The four Ps Product, Price, Place and Promotion are the leading
marketing tools to assess what is your product is offering and where.

Product:

The Extended name MAHASA Batteries is new in the market but it is making a
strong customer relationship by giving them what they are desire.

Marketing activities will focus on the need for power-on-demand-longer life without
replacement, no cost of purchasing a battery charger, and no hassle associated with
remembering to charge the batteries on a frequent basis.

Price:

Pricing will be in agreement with the value afforded to consumers relative to comparable
substitutes. As consumers have the financial wherewithal to purchase a higher-end product in
the beginning, they should also be willing to pay a premium for battery supplies.

Traditional MAHASA Batteries will be sold at the normal rate of 165 as whole sale, Rs
190 as retailers. Our prices are really reasonable as our product is offering in the quality from
our competitors.

Place:

Retail consumers can purchase MAHASA Batteries through specialty retail stores,
general retail stores, ad online retailers and MAHASA Batteries will also seek to re supply
their batteries at these same merchants as for in future needs. MAHASA Batteries must be
available via mass distribution efforts. Especially from Rawalpindi and Islamabad in starting
and in other major cities in first year of introduction in market.

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

Promotion:
MAHASA Batteries will focus more on personal selling. After one year or so the
company will seek to generate new potential customers through different advertisement
techniques.

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

SWOT ANALYSIS

Strengths:

 Market Leader in Li – ION Batteries internationally

 Excellent trade mark recognition
 Providing the super quality on the same rates as competitors
 Light in weight

Weaknesses:

 MAHASA Batteries are new to the local market and have not been consumer-tested.
 MAHASA Batteries must bear significant R&D and marketing costs to launch in
Pakistan.
 Manufacturers, retailers and consumers must be educated about the product, which is
surely time consuming effort.
 Not the strongest supply chain, till the business is new in Pakistan.

Opportunities:

 Consumer demand for Batteries that could increase in future for making sure the
reliability.
 Current consumer demand calls for more compact cell phones.
 Change in technology could be adopted initially.
 Un aware competitor from the situation about new entrants.

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

Threats:

 The disposable battery market is extremely competitive in future.

 The battery market can face high price variation.
 Competitors could develop and launch superior products.

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

MARKETING OBJECTIVES

MAHASA Batteries are always looking to give the 100 % of its abilities to its customers so
that we can maintain a good positive relationship with our customer. The clear objective is to
make consumers agree to re-purchase the product. MAHASA Batteries are in the suitable
environment with that much intense suppliers of the batteries can make its words count.

The clear purpose is to capture the maximum market share by imposing the best
available resources with limited effort to get the maximum out come. Other than that there are
many other necessary objectives which are needed to be in view

 Captures the maximum shares of the industry in Pakistan

 Create the flying area to help new developed products to grow
 Maximizing the supply chain
 Creating the brand awareness
 Induction of brand in consumer’s mind
 Maximizing the profit
 Sustain the environment to look on external forces, that how they react
 Viewing the industry’s potential entrants
 Adopting new technology to maintain an aggressive attitude towards our competitors
 Increasing the Sales figure within fiscal year.

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

THE MARKETING BUDGET

Advertising Expense:

The Company may follow it up within next year properly by schedule and look the
necessary advertising campaigns to address the target audience effectively. There for to
introduce ourselves in the market we would spend approximately Rs 1,000,000 to Rs
1,500,000 initially. That budget would be use to make some of the basic awareness visits, free
samples etc.

Marketing Research:

We will spend a handsome amount on accessing the behavior of the customers by their
feedback. Initially we will start our research to know what is the market’s situation is only with
Rs 100,000 only.

Our approach to the whole year:

After dividing the year in 4 quarters, 3 months each we will focus

First Quarter of 2011:

Focus on brand awareness (350,000 spend)

2nd Quarter 2011:

Focus on shifting the attention from our competitors towards our brand (250,000 spend)

3rd Quarter 2011:

Continuing our first and 2nd quarter’s objectives (400,000 spend)

4th Quarter 2011:

Access the work done initially and make New Year’s strategy regarding financial need

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

Spending by Area:

In start of our business we will introduce our product to Islamabad and

Rawalpindi; this practice will help us to know the exact need of the users within one
geographical area.

Rawalpindi:

In Rawalpindi we will focused more than Islamabad and will spend 65% of our
advertising budget in that Area, Rawalpindi is big market as compare to Islamabad.

Islamabad:

Islamabad is our 2nd rest market for our product but we do not actually targeting that
area aimed. We will only spend 35 % of our budget means 350,000

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

EVALUATION AND CONTROLS

MAHASA GROUP OF COMPANIES is actually very keen in making the procedures right from
start. The whole procedure will be examined by Marketing manager Mr. SYED SALMAN
ABBAS. Who is also working in an organization as Director of Public Relations.

Company will examine the results quarterly to know the actual situation of the product in
the market.

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS
 MAHASA Batteries

MAHASA Batteries | Marketing Plan

SYED SALMAN ABBAS