MARKETING PLAN

INTRODUCTION TO MARKETING

Marketing Objectives
-

Coordinate the development of a new ad campaign with advertising

agency with goal of increasing brand recognition locally.

Complete product launch plan and obtain sign off from sales and

engineering by the end of year 2015.

Meet or exceed quarterly sales target of RM100 000 per month.
Obtain at least 100 new customers per month.
Track competitor activities so organization learns about new

developments no more than 30 days after they occur.

Increase market share for production by Month of December 2015.

INTRODUCTION TO PRODUCT

The Proposed Product: The Protective flood Car Bag

Brand: Monsoon Shield
Selling Price: RM 600
Product features: Transparent bag for easy viewing, Safety Reflectors
for Night Visibility and Easy Tie-down Strap with Hooks.
Product Benefits: Monsoon Shield can protect your being fall under
water caused by floods and reduce prevent your car from getting serious
damages.
Product uniqueness: First Mover Advantages in Malaysia

Market Area & Business Location

We choose the market to be segmented by geographical and regional factors of where the
areas are consist of lowland areas and region with less efficient in drainage piping such as
Kelantan, Terengganu, Pahang, Kedah, Perak, Perlis and Johor. With the exception of certain
area in Federal Territory of Kuala Lumpur that involves with flash flood.

Floods are regular natural disaster in Malaysia which happen nearly every year during the
monsoon season. Given Malaysia geographical location most flood that occur area as a
natural result of cyclical monsoon during the local tropical wet seasons that are characterized
by heavy and regular rain fall from roughly from October to March. Inadequate drainage in
many urban areas also enhance the effects of heavy rain, though efforts are underway to
resolve this.

Based from our geographical research we had identify certain places with higher potential to
be affected by floods such as:

-Klang Valley
Along Klang River in Klang Valley
Kuala Lumpur city centre near Masjid Jamek
Dang Wangi, Kuala Lumpur
-Kelantan
Along Kelantan River in Kelantan
Tangga Krai, Kuala Krai
Golok River, Tumpat
-Pahang
Pahang River from Temerloh to Pekan town
-Terengganu
Dungun River
Terengganu River near Kuala Berang
Besut River
-Perak
Along Kuala Kangsar highway
-Johor
Along Sungai Air Molek in Johor Bahru
Kampung Kangkar Tebrau
Johor River near Kota Tinggi
Segamat River near Segamat

Target Market
Our aim is to help peoples to protect their vehicles consist of cars and SUVs mainly located
in east coast of Peninsular Malaysia as damages caused by natural disaster does not covered
by insurance companies. Vehicles owner can prepare themselves as floods usually happen
between the months of November to end of January. Based on our observation, a research has
generally shown that our target marketing strategies constructed from consumer show a
strong affinity and similarities between some aspects of desire of having their vehicles
protected from floods.

MARKET SIZE

MARKET SEGMENT

POPULATION

TARGET MARKET (%)

Families

5 000

50%

2 500

Organization

2 000

20%

400

Individuals

3 000

30%

900

MARKET SEGMENT

TARGET MARKET

POTENTIAL
PURCHASE
(RM)

Families
2 500

5/day

Organization
400

1000/month

Individuals
900
Total

TARGET MARKET

50/week

TOTAL POTENTIAL
PURCHASE
(RM)
(RM600 x 30days) x
2500 = 45 000 000
1000 x RM600
= 600 000
(RM30 000x4weeks) x
900 = 108 000 000
RM153 600 000

COMPETITORS

COMPETITORS STRENGTHS AND WEAKNESS

COMPETITORS
Car Shield Corp.

Floating Car Bag

Co.

iCar4u

STRENGTHS
Great in
marketing
Strategic location
Cheaper
Better looking
product.
Better material

WEAKNESS
Cost more
Low
production/output
Low quality
Small target market

Cost more/high
price
Not local / import
products

BUSINESS OPPORTUNITIES AND THREATS

OPPORTUNITIES
1.Good material and quality products
2.Convenient and easy to use
3.Affordable and product satisfaction
guarantee based on product quality

MARKET SHARE

THREATS
1. Low repeating sales
2. Profit based on season / natural
disaster
3.High cost on delivery services and
transportation

Market share before entrance

Competitors

Market share (%)

Car Shield Corp

50

Market
share/yearly (RM)
9,000,000

Floating Car Bag Co.

30

5,400,000

iCar4u

20

3,600,000

total

100

18,000,000

Market Share before entrance

Competitors

Car Shield
Corp

50

Loss of
market
share
(%)
5

Floating Car
Bag Co.

30

29

5,220,000

iCar4u

20

18

3,240,000

1,440,000

100

18,000,000

Monsoon
Shield
Total

Market
share
(%)

100

Market
share
(%)

Market
share/year
ly (RM)

45

8,100,000

SALES PROJECTION / FORECAST

SALES FORECAST
Table below showing the Sales Forecast for three consecutive years.
Year

2016
2017

Month
Month of 8
Month of 9
Month of 10
Month of 11
Month of 12
Total Year 1
Total Year 2 (increase

Sales Collection
85,000
98,000
100,000
120,000
110,000
1,440,000
1,468,800

2018

of 2%)
Total Year 3 (increase

1,512,864

of 3%)

CASH COLLECTIONS FOR SALES

In the month of sale

1 month after sale
2 months after sale
Total

90%
10%
100%

MARKETING STRATEGY
Product Strategy
The Brand
Why we brand our products using this name?
Monsoon is a seasonal prevailing wind in the region of South and South
East Asia, while Shield is protecting from a danger, risk, or unpleasant
experience.
When Monsoon and Shield merge together, it becomes one name: for
protecting risk from prevailing wind called Monsoon Shield.

Quality
Design It is a transparent bag for easy viewing, designed for specific car
design to ensure total protection when risk occur.
Packaging The protection car bag fold neatly and can save space for
keeping in the car hood.
Protection we using very high and thick quality plastic with zippers to
ensure the low risk of damages of the car when flood occurred.
Ease of use Easy to tie-down straps with hooks for securing the car.
Product differentiation This product is a first-move advantage. With
the need of people when flood occurs, our product has become a
demanding products for them to use it for protecting their cars.
Attractive to customer Our customer will find it useful and becomes
needs for customer facing heavy floods.
Product Safety - It also features a safety reflectors for night visibility.

Labelling

After Sales Service

We provide 3 year warranty for our product if any damages occur to the
consumers product. Our Service Centre located at our headquarters at
Bangi.
Delivery Service
We focus on selling products using our website, our customer has to pay
using online banking and we will send the products to their homes
referring to their address given.

PRICE STRATEGY
Cost based Pricing
We set our price for car bags products at RM600 per piece to the
customer.
The cost of producing the car bag quoted at RM200 per piece.
Therefore,
Selling Price = Total cost per unit + Mark up
RM600 = RM200 + Mark Up
Mark Up = RM600 RM200
Mark Up = RM400
Based on calculations above, we mark up our products about RM400 to
pay for workers salary, billing and transportation of posting the products
to our customer in Malaysia.

Distribution Strategy
Direct to customer Customer can buy our products whether by online
or self-collect at our headquarters located at Bangi.
Selling to retailer We are collaborating with car company such as
BMW and Honda to sell our products to be included in the packages in car
sales, so people can buy our product directly when they buy a new car
with packages included in the sales.
Selling through wholesalers and agent We give business
opportunity to people by becoming our agent to distribute our products to
entire Malaysia.

Promotion Strategy
Advertising We advertise our products by using our website and using
our Facebook pages.
Sales promotion We provide sales promotion every mid-year by give
additional 20% discount for 2nd item purchased on our product.
Public Relations We are targeting to promote our products on television
programmes such as Malaysia Hari Ini (MHI).
Publicity - We want our product to known by publicity to increase our
sales annually by promoting our products in Groom Big Exhibition
organised by Ministry of Trade Malaysia (MITI).

MARKETING BUDGET

Particulars

Fixed

Month

Other

TOTAL

Asset

Expense

Expenses

(RM)

Expenses

s (RM)

(RM)

(RM)
Fixed Assets
Signboard
Motor Vehicle
Office Furniture and
fittings
Office Equipment
Working Capital
Remuneration
Travelling Expenses
Office Supplies
Stationaries
Other Expenditure

5000
52000
7000

1500
5000
600
500
100

Pre Operations
Deposit
Business Registration &

10000
500

Licence
Insurance &Road Tax for

2979.88

Motor Vehicle
Other Pre-Operation

Expenditure
Total