JAGANNATH UNIVERSITY

Course Name: Principles of Marketing

Course Code: FIN-1202
 Title fly and Title Page

“Marketing plan for Electronic Bicycle”

Picture: Electronic Bicycle

Submitted To
SK. Alamgir Hossain
Assistant Professor
Department of Finance
Jagannath University, Dhaka
 Submitted By
Serial Number Name Student ID Merit

1 MD. Helal Uddin B-200203024 164

2 Bijoy Banik B-200203025 177

3 MD. Alif B-200203042 289

4 Dalim Chandra Das B-200203052 339

5 Fahima Akter Shova B-200203061 395

6 MD. Amran Hossain B-200203062 399

7 Probin Chandra Madok B-200203081 553

8 MD. Miraj Hossain B-200203083 580

9 MD. Taijul Islam B-200203087 626

10 Mahfuja Mim B-200203106 4564

Group: 10
 Letter of Transmittal

Date:
SK. Alamgir Hossain
Assistant Professor
Department of Finance
Jagannath University, Dhaka
Subject: Submission of report on Marketing plan for electronic bicycle.

Dear Sir,
Here is the report that we assigned on the topic as per your request. The assignment has been
completed by the knowledge that we have gathered from this course.
We are thankful to our course teacher who provided us important information and gave us
valuable advices. We would be happy if you read the report carefully and we will be trying to
answer all the questions that you have about the assignment.
Thanking you.
Yours obediently
Table of content
Executive Summary
 Introduction
Mission
What we do, is to provide an easy solution for people, by involving and at the same time
promoting the usage of green energy. The product can reach a very wide area of potential
clientele, being able to satisfy the market's request. The less obvious purpose of our company is
to also make people more aware about their environmental contribution. It would help them see
how easily they can contribute and how daily activities can be even more benefit.

Vision
We are a purpose-driven company and that purpose is based on the vision that xyz wants to make
a real contribution to better lives for people, livable cities and a healthier environment. And that
is exactly what our stakeholders, including consumers, dealers, investors and local and national
government authorities, expect from us. We are convinced that sustainable production and
products will ultimately add value to our company, which will in turn create new opportunities.
 We see the following opportunities, among others:
 Suppliers will turn into partners, because all agreements are clearly defined and followed
up, integrated over the value chain.
 Transport of goods and supplies is optimized.
 We will receive fewer service requests from our dealers because highest product quality
and service is the norm. Our purpose and sustainability results help us to attract the most
talented people and create a highly committed workforce.
 Sustainable production will increase stakeholders’ trust in our Company and brands.

Tagline

Think Globally, Ride Locally

Marketing Concept
Production Concept
 Current Market Situation
Xyz bike Market Segmentation:
Demographic:
1. Income: Middle class people are important for us because they provide long term loyalty
or support for XYZ bike. We hope the middle class will use them in their daily work life.
They will be interested in using it as compared to other bikes because of the low fuel. It
will give them long term service as it is more durable than other bikes, which will save
them financially. The segment income can push values because in general the middle-
class people represent a high volume of potential customer.

2. Age: Age is the more important segment for us because at a certain age people feel the
need for a bike. So, we can focus on buyers in the age group of 15 to 40 years. People of
this age group use bikes for various purpose. For example: Students use bike to go to
their educational institution, professional people use bikes to go to their workplace, some
are taking up the transportation profession using bikes. Most of them are between 15 and
40 years old. So, we can focus as people of this age group.
3. Students: The segment students deserve attention. Although students tend to save on
mobility costs, the opportunities are still good. Research shows that more than 30%
students of the country think positively of this service and are willing to use it when Bike
share is available. The fact that younger people/ students tend to value sharing more than
possession might have a positive impact on their attitude towards Xyz.
4. Tourists: We can also focus on tourists because they are aware of the environment. As
they move around to different places to get different real perception of the environment,
so there are enough reasons for them to prefer this eco-Friendly bike. Also, our GPS
system will help them to find the places. We can convert these potential customers into
loyal customer over time.
 CUSTOMERS IN TERMS OF TARGET MARKET
When it comes to marketing, if you’re trying to target all the segments of the market, you’re
going to have a difficult time reaching anybody. Which is why targeting in marketing is so
important. For that Xyz targets three groups of customers below:

1. STUDENTS: A survey shows that students are willing to use a bike more often (68%).
They know the system, but only half of the students know how the system works. They
are an important target group, on whom new marketing campaigns should focus.

2
3
 Threats Opportunity Analysis

Threats Opportunity
Public perception is still low Supported by government.

Rise in cost of technology item. Environment public awareness.

Electric bicycle may cost more than traditional

Lower takes.
bicycles.

Electric bicycle can be hefty rather than another

Open new job vacancies
normal bike.
E-bicycle provide Eco system. That is not
Electric bicycle Batteries Can Be a Hassle.
damage our environment.
Lithium ion (Li-ion) battery fires are still a It is compact and requires very little
common problem. maintenance

Very useful for commuting quickly and

Autonomous driving dangers come standard.
avoiding traffic.

E-bikes are gaining popularity because it’s

They pose a risk of electrocution.
multidimensional usage.
Near hilly regions with rugged slopes where
regular bikes are hard to drive. E- bicycle is
easy to ride and faster rather than another
vehicle.

In any locality where public transport is

Scarce.

Electric bicycle Are Tons of Fun

Objective And Issues

As we are a reputed company, xyz first marketing objective will be to solve the problem that the
consumers face.
Our second objective will be to give our consumers fast and safe ride experience through our
new product, E-cycle.
Our third objective will be to build strong brand engagement with target consumers by our new
develop product.
Our fourth marketing objective will be to increase our yearly sales and profits in a rational rate
according to our vision.

The key issues we have to keep in mind:

1. Price: Our product's price should be under the capacity of middle classes.
2. Awareness: We have to provide the information about our new develop product to our target
consumers. We should make them aware about the features we add in our product.

Marketing strategy
In order to stand out from the competition, not only should our bicycle company provide high-
quality services as well as products, but it should also rely on meticulously planned marketing
strategies that will eventually allow our bicycle business to flourish. A well-organized campaign
instantly builds our reputation with our customers. On the other hand, a poorly done campaign
wrecks it in no time. Therefore, it is crucial to think through our marketing ideas and options.
Nowadays, there are many ideas perfect for our bicycle business. Here are a few that you ought
to consider:

First select customer to come:

Before taking drastic steps to advertise our bicycle shop, we need to put customers first. Identify
who our loyal customers are and what they need. If our customers prefer quality over quantity,
we need to offer products that will satisfy their wishes. Keep in mind that each customer is
different, so we will have to be flexible. Offering discounts or giveaways is a good way to start.
For example, offering a special discount for elementary students. Along with bicycle
maintenance, we can keep offering a bicycle makeover at a reasonable price for customers’ old
bicycles. Remember, the customer comes first.

Connect via social media:

Another way to find out what our customer wants is by using the power of social media. We can
create an online page on Instagram, Facebook, or Twitter to advertise our bicycle shop. This is
probably the easiest and most convenient way of online promotion. By posting important
announcements and photos, we can attract the customer’s attention. In addition, through this
page, the customer will easily get in touch with the salesperson or company for any kind of help.

Arrange a competition:
For broadcasting we can arrange a competition. why not make an online contest engaging the
whole cyclist community? The winner gets a prize, while your bicycle shop builds a reputation.
It’s a win-win situation.

Your bike shop website:

As already mentioned, social media will come in handy for our online promotion because it can reach
many potential buyers. However, having our own bicycle shop website with a logo will likely draw the
potential customers’ attention, too. No matter how big or small our bicycle business is, without an online
presence, we are invisible. For that reason, it is crucial to put our business online and keep the customers
updated about the shop’s services or products. With this, make sure we will provide former customers’
testimonials so they can get a better insight into our professionalism.

Put a spotlight on our business:

We can take advantage of content marketing and give thought to making a guide or even an e-book. By
doing so, our audience can sign–up for our newsletter. This type of marketing strategy is extremely
popular nowadays. For a bicycle business, a good idea would be to help the customers choose a good
bicycle. Since there is a wide range of bicycles to choose from, with a guide we can help our customers
make the right decision. Before purchasing, many customers usually prefer to inform themselves about
bicycle models, its price, or its quality. By giving them useful information, we can put a spotlight on our
business.

Go green and ride:

When it comes to bicycles, there are many benefits. Along with being a perfect way to exercise and get
in shape, a bicycle is also an eco-friendly vehicle. There’s no better promotion than this. Raising
awareness in our community about the health benefits of commuting by bicycle is vital. We need to
convey our message to the customer by writing blog posts or handing out flyers. Air pollution is a topic
that concerns the whole community. Just by getting on a bicycle, every person makes a great impact on
their environment.
Positioning
Xyz will position themselves as the premier bicycle sharing system, specials and other deals,
providing the customers with increased margins. Xyz will leverage their competitive edge to
ensure the proper positioning.
Currently the existing bike sharing system in the market are not specializing their service lines.
They tend to carry les range of bikes and stations. It is a clear advantage to be focused. By
focusing on increasing docking stations and coverage area Xyz can find services that offer very
nice margins, uncharacteristic of the bicycle industry.

The trend of the industry in general is of consolidation. By offering value-added services which
provide the user with better than average margins, Xyz can develop value that creates a steady
flow of customers of their own.

Differentiation
The drive for improving and/or creating new bike sharing systems has led Xyz to introduce three
types of bicycles that has not yet been done by the competitor(s). Xyz is also a docking-system
enabled service which prevents any risk of vandalism or threat.

Coverage Area
When beginning to plan a system, identifying a coverage area (the physical area that the Xyz
system will cover) and saturating it with the appropriate number of stations are the most critical
factors in creating a successful system with high ridership. The coverage area must be large
enough to contain a significant set of users’ origins and destinations. If it is too small to connect
meaningfully to other places, the system will have a lower chance of success because its
convenience will be compromised. When defining the coverage area, the city will have to
balance demand with costs. The identification of the appropriate coverage area is best carried out
by qualified planning institutions through surveying and statistical data analysis. The coverage
area must be determined in tandem with the system size to ensure that the system is both large
and dense enough to encourage high ridership due to its convenience, reliability and ubiquity.
Keeping all these terms in mind, Xyz will cover the following:
DHAKA:
1.Residential areas in Dhaka.
• Gulshan
• Dhanmondi
• Mohammadpur
• Mohakhali (DOHS)
• Mirpur (DOHS)
• Banani (DOHS)
• Baridhara (DOHS)
2.Cantonments
• Dhaka cantonmoent
• Mirpur cantonment
3.Dhaka University

The Action Programs:

The xyz will be introduced in May 2023. These are the steps of action programs we will use
during this summer session to achieve our objectives.

Step 1: We will make our product launch an event. A launch event to show off our new product and build
excitement. Invite customers, influencers and press to “test drive” our product in a face-to-face
environment. We will also run a series of teaser events leading up to the launch that gradually tease
features and key dates for your product.

Step 2: We will start TV, Billboard and social media campaign. The campaign will display the number of
features that xyz provides to its users.

Step 3: As the cycle advertisement continues, we will add sale promotion and support retailers to increase
our sales.

Step 4: We will launch a new ad with customer feedback through a questionnaire who have used our
product in TV and social media.
 Budget
Budget Actual Over/Under
Total Income   14,000,500৳ -14,000,500৳
Total Expense 13,820,000৳ 12,912,500৳ 907,500৳
       
operating Cost: Budget Actual Over/Under
Accounting and Legal 150,000৳ 130,000৳ -20,000৳
Depreciation 15,000৳ 12,000৳ -3,000৳
Insurance 25,000৳ 25,000৳  
Maintenance/Improvement 15,000৳ 15,000৳  
Telephone 4,000৳ 3,000৳ -1,000৳
Total 209,000৳ 185,000৳ -24,000৳
Personal Expense: Budget Actual Over/Under
Full time Workers 800,000.00৳ 750,000.00৳ -50,000.00৳
Temporary Workers 50,000.00৳ 40,000.00৳ -10,000.00৳
Consultancy 5,000.00৳ 4,500.00৳ -500.00৳
Outsourcing contract 10,000.00৳ 8,000.00৳ -2,000.00৳
Training and Seminar 40,000.00৳ 35,000.00৳ -5,000.00৳
Travel 20,000.00৳ 20,000.00৳  
Accommodation      
Total 925,000.00৳ 857,500.00৳ -67,500.00৳
Marketing Expenses Budget Actual Over/Under
Online Advertising 25,000৳ 25,000৳  
Print Advertising 8,000৳ 7,000৳ -1,000৳
Events and trade show 45,000৳ 45,000৳  
Marketing Colleterial 20,000৳ 20,000৳  
Prospect List 5,000৳ 5,000৳  
Others 3,000৳ 2,000৳ 1,000৳
Total 106,000৳ 104,000৳ 0৳
Product Expense: Budget Actual Over/Under
Raw Materials 6,000,000৳ 5,600,000৳ -400,000৳
Equipment 6,500,000৳ 6,200,000৳ -300,000৳
Training 80,000৳ 70,000৳ -10,000৳
Total 12,580,000৳ 11,870,000৳ -710,000৳
 Controls
Controlling detects any kind of deviation and accordingly corrective actions are implemented.
This helps in reducing the gap between expected and actual results and in this way helps in
achieving the organizational objectives.
 Features Quality: -We will analysis the quality of our product features that we provide to our
customer. We will analyze whether we have been able to meet the needs of our customers
properly or not. If product features are not working properly, we will take necessary action
 Target customer: -We will analyze whether the profit received by the owner is being achieved.
If we can't gain enough profit, we minimize our cost. we will reduce the offer given to the
customer
 Warranty part: -We analyze every bicycle part and provide this our customer safely. We will
make sure that the warranty parts last longer than the warranty working days.
 Customer satisfaction: - We will form an analysis team. They will provide the required
information from the customer. I will try to solve the problem from the information received and
ensure customer satisfaction.
 Sudden problem: -We can face many problems. Our business involves various risks and
uncertainties. To solve these problems, we will form a found. So that we can take our necessary
steps.