RBD (SENSOR)

ROAD BLOCK DETECTOR

A PRESENTATION BY
• SYED BILAL

• LARAIB ARSHAD
• SAAD WALI
 EXECUTIVE SUMMARY.

• We are planning to launch a new product in the market of rapidly growing sensor technology. We have a very competitive
product to compete in the sensor technology market of cars as our product has a very unique and advanced feature to
reduce chances of accidents, its basic function is to signal the driver about an accidental object or traffic jam or road block
beforehand 200-300 meters while driving in fog or in night and till now this imperative feature has not been installed in
any car.
• We are targeting specific segments of consumer and business market, we are capitalizing on much needed safety in cars
that every car owner would want to be installed in his car. Our primary marketing objective is to achieve 4 percent of the
technology sensor market by the end of first year in the markets of Pakistan, India, and turkey. Our primary financial
objective is to increase unit sales revenue up to 20PKR million and to try keeping losses less than 5PKR million.
SITUATION ASSESMENT & ANALYSIS.

• We are about to enter the fast growing market of sensor technology. Currently, each vehicle has
from 60 to 100 sensors on board and we can expect that number to rise as cars get 'smarter'.” In
fact, recent industry figures suggest the number of sensors is projected to reach as many as 200 per
car based on current trends. And this sensor is one of the most imperative sensors which need to be
installed in cars to save lives by reducing chances of accidents.
• This market is very competitive because of its relation with advance technology and because of
companies which are trying their best to conquer the market as their main focus is to introduce an
up-to-dated and consumer satisfactory technology with value added price.
SITUATION ANALYSIS

• In order to gain market share in this perfect competition we have to be very careful in market
segmentation and to offer value based price and to make sure our product is functioning as it has to
function and solve the problem which has not been solved yet and to get our brand going up.
•  
MARKETING STRATEGIES

• Target Markets.
• Our segmentation and targeting strategies is based on the need of and types of our targeted costumers. We have
segmented and targeted costumers in two basic types of market consumer market and business market. In primary
consumer market we have targeted all the different types of proffessionals who need to travel really far from their
residence almost everyday and want to go and come back on time safely. Our secondary consumer market consist
of every level of students aged 17 to 30 and tourists who want to travel on daily basis. The primary business target
for the RBD sensor consist of all the corporations who need to do all the activities related to transport effectively
and efficiently. The secondary business market that has been targeted include the hospitals in private sector and in
government sectors who want to provide a more secure ambulance service to their patients and all small type of
retailers, wholesalers and other small businesses who needs a secure transportation. Some of the government
institutions such as police, excise and patrol agencies are also part of our market targeting.
POSITIONING.

• We are producing our product accordingly to the need and convenience of our targeted costumers in
order to get a place for our product in the mind of costumer. our product has unique features and is
being high on performance, more reliable which distinguish our product from that of competitors.
MARKETING MIX

• Marketing Mix.

• In the first 4 months of first year; we will develop unique product design, name and features to stand out
in the competitive market. Following factors will be considered to develop the product strategy- quality,
variety, features, packaging, brand name and augmented services.

• In the month May of first year; we will do an evaluation of the value of products for our targeted
customers. The pricing strategy of our product will focus on setting the list price, credit terms, payment
period and discounts.
MARKETING MIX

• We will decide to choose the price penetration strategy, it will have to set the lower price than competitors. The
company will be able to win market share based on discounted pricing. However, management should be aware
of the potential retaliation from competitors in the form of an undesired price war.
• In the month July of first year We will make some important decisions when developing our distribution plan.
• we will make the product available to targeted customer segments through our channels, and will make a
distribution partner to serve the customers' needs.
• We will adopt indirect distribution strategy for our product distribution and will decide, the number of middle
men for indirect distribution such as (wholesalers, retailers etc.)
 MARKETING MIX

• In the month of October of first year In order to achieve our marketing objectives we will decide
our promotional strategies. The promotion options for our brand are television, radio and print
advertising. Below the line promotion options are- catalogues, tradeshows and direct mail
campaigns.
• The promotional strategies like direct selling or high profile advertising will be follow to push the
product. However, the pull strategy will require the development of a prestigious brand image that
could attract the customers towards the offered product.
 FINANCIALS

• Total first-year sales revenue for the sensors is estimated at 20PKR million, with an average wholesale price of 300PKR
per unit and variable cost per unit of 200PKR for unit sales volume of 100,000. We anticipate a next year loss of up to
5PKR million. Break-even calculations indicate that the SENSORS will become profitable after the sales volume
exceeds 200,000 during the products after two year. Our break-even analysis assumes per-unit wholesale revenue of
300PKR per unit, variable cost of 200PKR per unit, and estimated first-year fixed costs of 20,000,000PKR.
• With these assumptions, the break-even calculation is:
• 20,000,000pkr
÷ = 200000 units
• 300pkr-200pkr