Master presentation 2015

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MARKETING PLAN 2015OfMASTER (MOLTY & CELESTE)

SITUATION ANALYSIS

LIST OF COMPETITORS Number of Competitors in Molty Number of Competitors in Celeste1Diamond 6Asia Foam 1Dolce Vita6Ali Spring2Al Khair 7Ali Foam 2Al Khair Spring7Uni Comfort3Uni Foam 8Cannon Foam 3Englander Spring8Comfort4Shafi Foam 9Mujahid Foam 4Mujahid Spring9Local hand made5Crown Foam 10Englander Foam 5Cannon Spring 10

MUJAHIDBrand: MUJAHID SPECIALFabric : COTTONColor: BLUECategory: 10 YEARS GUARANTEEPresentation: PLASTIC COVER, BOOT FILM

MUJAHIDBrand: MUJAHID RATRACFabric : WARBMAT Color: CREAMCategory: 10 YEAR GUARANTEEPresentation: ZIPPER BAG, BOOT FILM, CORNER & CENTRE LABEL, CARD CORNERS WITH LOGO, PIPEN & QUILTING

MUJAHIDBrand: MUJAHID RATRACFabric : WARBMAT Color: CREAMCategory: 10 YEAR GUARANTEEPresentation: ZIPPER BAG, BOOT FILM, CORNER & CENTRE LABEL, CARD CORNERS WITH LOGO, PIPEN & QUILTING

Brand: MUJAHID DELUXEFabric : WARBMATColor: ORANGECategory: 10 YEARS GUARANTEEPresentation: ZIPPER BAG, CENTRE & CORNER LABEL, PIPEN & QUILTING

MUJAHID

MUJAHIDBrand: MUJAHID DELUXEFabric : WARBMATColor: ORANGECategory: 10 YEARS GUARANTEEPresentation: ZIPPER BAG, CENTRE & CORNER LABEL, PIPEN & QUILTING

MUJAHIDBrand: VELTA FOAMFabric : COTTONColor: PEACHCategory: 10 YEARS GUARANTEEPresentation: BOOT FILM AND PLASTIC COVER

MUJAHID

Brand: VELTA FOAMFabric : COTTONColor: MULTI PATTERNEDCategory: 10 YEARS GUARANTEEPresentation: BOOT FILM AND PLASTIC COVER

COMFORT Brand: COMFORT SPRINGFabric : JACARTColor: WHITECategory: 10 YEARS GUARANTEEPresentation: PLASTIC COVER, BOOT FILM & SIDE CORNERS WITH CENTRE LABEL, PIPEN.

DIAMOND

Brand: SUPREME KNITTED ULTRAFabric : KNITTEDColor: WHITECategory: 12 YEARS GUARANTEEPresentation: PLASTIC COVER, BOOT FILM, CENTRE & SIDE LABELS, PIPEN & QUILTED COVER

DIAMOND

Brand: SUPREME KNITTED ULTRAFabric : KNITTEDColor: WHITECategory: 12 YEARS GUARANTEEPresentation: PLASTIC COVER, BOOT FILM, CENTRE & SIDE LABELS, PIPEN & QUILTED COVER

DIAMONDBrand: ENGLANDER SPRING (White) Fabric : WARBMATColor: WHITECategory: 10 YEARS GUARANTEEPresentation: CENTRE LABEL, BOOT FILM, CORNER WITH COVERS

DIAMOND

Brand: ENGLANDER SPRING (White) Fabric : WARBMATColor: WHITECategory: 10 YEARS GUARANTEEPresentation: CENTRE LABEL, BOOT FILM, CORNER WITH COVERS

DIAMONDBrand: ENGLANDER FOAM (RILAX)Fabric : WARBMATColor: WHITECategory: 10 YEARS GUARANTEEPresentation: CENTER LABEL & PLASTIC

DIAMOND

Brand: ENGLANDER SPRING (White) Fabric : WARBMATColor: BLUECategory: 10 YEARS GUARANTEEPresentation: CENTRE LABEL, BOOT FILM, CORNER WITH COVERS

DIAMONDBrand: DIAMOND SUPREME FOAMFabric : COTTONColor: BLUECategory: 12 YEARS GUARANTEEPresentation: BOOT FILM, CENTRE LABEL, WITH ZIPPER BAG

DIAMONDBrand: SUPREME SPINE SUPPORTERFabric : KNITTED Color: CREAMCategory: 12 YEARS GUARANTEEPresentation: CENTRE & SIDE LABEL, ZIPPER BAG WITH CONTRAST BORDER

DIAMONDBrand: SUPREME SPINE SUPPORTERFabric : KNITTED Color: CREAMCategory: 12 YEARS GUARANTEEPresentation: CENTRE & SIDE LABEL, ZIPPER BAG WITH CONTRAST BORDER

DIAMOND

Brand: DIAMOND VICTORIA (WHITE)Fabric : WARBMATColor: WHITECategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, PLASTIC COVER

DIAMONDBrand: DIAMOND VICTORIA (WHITE)Fabric : WARBMATColor: BLUECategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, PLASTIC COVER WITH CORNERS

Brand: SLEEP EASEFabric : WARBMATColor: ORANGECategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, CENTRE LOGO, PLASTIC COVER

DIAMOND

GMBBrand: GMB SPRINGFabric : WARBMAT Color: YELLOW Category: 12 YEARS GUARANTEEPresentation: ZIPPER BAG, BOOT FILM, PIPEN, CENTRE LABEL WITH LOGO

GMBBrand: GMB SPRINGFabric : WARBMAT Color: YELLOW Category: 12 YEARS GUARANTEEPresentation: ZIPPER BAG, BOOT FILM, PIPEN, CENTRE LABEL WITH LOGO

CROWNBrand: CROWNFabric : COTTONColor: BLUECategory: 10 YEARS GUARANTEEPresentation: ZIPPER BAG, BOOT FILM WITH CENTRE LABEL

CROWN

Brand: CROWNFabric : COTTONColor: BLUECategory: 10 YEARS GUARANTEEPresentation: ZIPPER BAG, BOOT FILM WITH CENTRE LABEL

CROWNBrand: SPARCO FOAMFabric : COTTONColor: BLUECategory: 10 YEARS GUARANTEEPresentation: CENTRE LOGO WITH ZIPPER BAG

AL- KHAIR

Brand: ROMA SPRINGFabric : WARBMATColor: LIGHT PINKCategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, CENTRE LOGO, PLASTIC COVER

Brand: MEDICA DELUXE MATTRESSFabric : WARBMATColor: LIGHT PINKCategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, CENTRE LOGO, PLASTIC COVER

AL- KHAIR

AL- KHAIRBrand: AL- KHAIR SPRINGFabric : COTTONColor: LIGHT GREENCategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, CENTRE LOGO, CORNER, ZIPPER BAG

CANNON

Brand: Life timeFabric : SattanColor: Silver-grey with maroon & blue patternCategory: 10 YEARS GUARANTEEPresentation: Plastic cover

Brand: Asia FoamFabric : COTTONColor: Red & blue patternCategory: 10 YEARSGUARANTEEPresentation: BOOT FILM,PLASTIC BAG

ASIA FOAM

Brand: Asia FoamFabric : COTTONColor: Red & blue patternCategory: 10 YEARSGUARANTEEPresentation: BOOT FILM,PLASTIC BAG

ASIA FOAM

Brand: GOOD LUCK FOAMFabric : CottonColor: Silver-grey withmaroon & blue patternCategory: 10 YEARSGUARANTEEPresentation: Plastic cover

CANNON FOAM

Brand: ASIA FOAMFabric : COTTONColor: BlueCategory: 10 YEARSGUARANTEEPresentation: BOOT FILM,PLASTIC BAG

ASIA FOAM

Brand: ASIA FOAMFabric : COTTONColor: GreenCategory: 10 YEARS GUARANTEEPresentation: BOOT FILM, PLASTIC BAG

ASIA FOAM

Competition Schemes (Only on Trade) 10+1 Scheme Scratch Card for Jeeto Pakistan Ary Pass Jeeto Chappar Phar k Passes for Express TV. Scratch Cards Gifting Policy In Ramazan (Rooh Afza+Tang) Package.Motor Cycle / Mobile / Micro Wave etc on Targeted SaleProblems with Competition Under the table facilities are given to Furniture Shops (I-e over discounts- Price list Difference etc). Under ground incentives (I-e gifting like cell phone and Other small items are given to Sales mans.

SWOT ANYLYSIS

Strengths Market Leader Pioneer Generic NameStrong Dealer Ship Network Financially Strong DealerHigh Number of Display Good Market Reputation Captured best located prints in terms of Advertising.Developed Dealer shipsAfter Sale ServicesHigh Quality StandardsWell Trained & Experienced Staff.Advance payments minimize bad-debts Mostly dealerships are on best location of the market.Third generation of Dealers.

Weaknesses Limited production and Space Facility.Un Consistently in Quality.No Ware house facility in Out Station areas.Un trained dealers and sales man.Maintenance issues in dealer shipMIS System

Opportunities Exposure to International Markets. i-e Online portal.New markets in Interior Region.9 Months on Season

Threats Extortion Money problemUnstable Political situation

Molty & Molty Above Pocket Spring1Molty PearlCeleste Restonic2Molty MemoryCeleste Luxe3Molty cool gelCeleste Memory 124Ortho +Eterna Plus5Ortho Eterna6Molty Flex ++Classique Plus7Molty FlexClassique8Molty ++9Molty 10Molty Nani Pari Below Molty Bonnell Spring11Commandar +Cool Gel12CommandarOrtho13Jet +Bravo Plus14Jet Bravo15Champion Spring Air Plus16Spring Air 17Master Crest Plus18Master Crest

Market segmentation

Upper- Upper classUpper- Middle classMiddle Upper classMiddle- Middle class

Middle- Middle classMiddle- Lower classLower- Lower class

Product & Market Segmentation

Discount Controlling 10% to 12% Discount on Trade 5% Discount on Retail Or Free Delivery Credit Facility in Market Through DealerPRICING

DealershipsFurniture markets

PLACEMENT NOTE:

Best Locations in the markets Upper brand RetailMiddle & lower Category Brands- Furniture Shops

Problem : Shops have been developed but not maintained properly.Cleaning and maintenance by dealer ship is weak.Sales man are untrained to deal with clients whichs working is being done from company side Master Out Lets in Sindh / Baluchistan RegionRegion Molty CelesteKarachi 7043Hyderabad1311Sukkur 1813Quetta31

SCHEMESEXHIBITIONSEVENTS

PROMOTION

SchemesSchemes on MattressesSchemes for Customers Furniture MarketEnd Users Scheme In SeasonScheme in Off SeasonReplacement Scheme Free Pillow10+1 Meals Coupons KFC -Mc Donald's - Biryani

Inside SchemeRooh Afza & Fruitly Jar

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Meal Coupon Scheme KFC, Mc Donalds Student Biryani Coupons Targeted Furniture Shop owners, Sales Man, and Helpers Scheme was given in Off Season. Coupon Cost Rs 350 to 550 with Two month Duration. Result :Expense 2.5% to 3% = 20% Growth

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Coupon in Molty & Celeste Schemes

Molty & Above / Bravo & AboveAssociated Scheme : People keep on waiting for Ramazan to replace mattresses on this scheme . Promote Through: TV ChannelsNews Papers (Best Result are taken Specially from Jung / Dawn- Kawish (Interior) Etc.Banners are Hung on Dealerships & Markets.

Why This Scheme is given in Ramazan: Customers wait for this months to avail this offer while changing mattress with handsome discount . The Number of Sale Volume gets high because in this months every one wants to curtail their cost expenditure and try to fulfill their need.

Replacement Scheme

Structure of Discount in Replacement Scheme

25% discount is given to End User . Company Adjust 10% to dealer account after lifting old mattress accordingly.Result :Discount Expense 10% +