Introduction:

A marketing plan is a comprehensive document or blueprint that outlines a business advertising

and marketing efforts for the coming year. It describes business activates involved in
accomplishing specific marketing objectives within a set time frame. Business marketing plan
deals with some specific fields regarding target market segments, how company can reach them
and how company can retain them. Industrial goods are made up of machinery, and any other
industries or firm. Consumer goods are ready for the consumption and satisfaction of human wants,
such as clothing or food. The tyre industry is among the rising industrial sectors in Bangladesh.
The demand trend of the industry has been driven by numerous factors, including increasing
automobiles sales, the advancement of public transportation infrastructure and increasing income
of the people. Now I have to generate a marketing plan for a new product.

I select TYRE manufacturing company as a marketing plan. In term of characteristics, Durability

is the most popular factor, which buyer took for in tyres, followed by price and quality which are
given equal importance

Situation Analysis

A situational analysis consists of different methods used with the same goal to figure out the
company’s capacities, potential customers, and the business environment. After that, company
owners can generate an appropriate marketing strategy to apply for their business based on the
projected impacts from these below factors.

Political factors of Unique TYRE Ltd.

Our company has all legally approved certifications and it maintains all the national standards.
Company is successful in satisfying every one especially to the business customers and rules and
regulations of Bangladesh Government.

Economic factors of Unique TYRE Ltd.

In tax issues, the import duty on natural rubber is more as 20% and 10% as less as on finished tyres
is unaddressed because of the issue of tax structure. Due to the increasing cost of raw materials
tyre manufacturing companies profit is changing. As the materials based on natural rubber, crude

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and steel are historically volatility in prices. Domestic natural rubber has increased to 40%. The
fact is known that 70% production of price is combines with the manufacturers. As there is a huge
demand for tyres we have decided to build up tyre manufacturing company in Bangladesh. As our
economy is moving forward, our automobiles industries will also moving ahead. So tyre industries
can be really profitable for new segments of our country.

Social factors of Unique TYRE Ltd.

Presently, small families are demanding for 2/4 wheelers for individuals. The sales of tyres has
gained more in past decade. From upper class families with more than 1car per family observed to
be increasing demand of tyres exponentially, mainly in cities where working couples find difficult
to maintain them without more than 1 car. As we know that our middle class families are known
for its savings frenzy has now been slowly warming up to an idea of EMI and buying on credit.
Due to this factors, there is an enormous demand in passenger cars. We had gained high profits in
providing customer needs in passenger car category.

Technological Factors of Unique TYRE Ltd.

Previously we had a lack of technological advancement. But in recent time with the economic
development of our country give the opportunity to hire more advance technology from foreign
countries or we can produce the required technologies in our country compared to foreign
countries. Within a span of four decades, technology progression from cotton (reinforcement)
carcass to high performance radial tyres.

Mission & Vision

To be amongst the most profitable tyre companies in Bangladesh by 2025 through

Market Leadership in select categories in Bangladesh

Market Leadership in significant countries outside Bangladesh

Objective
Unique TYRE Ltd. has decided to expand its business within short period time to see themselves
as a market leader. We are setting up manufacturing unit at Bangladesh which will start its
productions from January 2018. During this period, Unique TYRE Ltd. needs to build up a brand
image of its own. For this purpose, Unique TYRE Ltd.is banking heavily on the marketing and
advertising activities which would pave the way for a better future in the Bangladeshi Tyre Market.

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The primary objective is to create Brand awareness among the target business group and build up
a good perception among their minds.

Market Segmentation

Segmenting market is one of the prime wings of marketing. A company needs to identify the
market segments it can serve effectively. A market segment consists of a group of customers who
share a similar set of wants. The marketer does not create the segments, the marketer’s task is to
identify the segments and decide which ones to target. Segment marketing offers several benefits
over mass marketing. The company can more easily select the best distribution and
communications channels. Segmentation is dividing the market into segments based on
geographical, demographical, psychological or behavioral variations.

UniqueTYRE Ltd. Focus on behavioral segmentation. Market segmentation for Unique TYRE Ltd.
tyres is discussed below:
Benefits: Tyre quality, customer service, economy, convenience, speed.

User Status: Non-user, ex-user, potential user, first-time user, regular user.

User Rates: Light user, medium user, heavy user.

Readiness Stage: Unaware, aware, informed, interested, desirous, intending to buy.

Unique TYRE Ltd. Focus on regional districts under the demographical segmentation. They
expend their operation in 5 different regions, like-

Dhaka
Chittagong
Bogra
Sylhet
Target Market

In Bangladesh tyre market is so competitive. Below mentioned a diagram where categorize

Unique TYRE Ltd. target market-

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 Public Transport Agencies

Carrier Agencies

Govt. organization & Instituation

Marketing Strategy and Sales Strategy

Before choosing a location for Unique TYRE Ltd. we conduct a thorough market survey and
feasibility studies in order for us to be able to penetrate the available market and become the
preferred choice for residence of BD. We have detailed information and data that we were able to
utilize to structure our business to attract the numbers of target customer we want to attract per
time.

We hired experts who have good understanding of the auto tire industry to help us develop
marketing strategies that will help us achieve our business goal of winning a larger percentage of
the available market in BD.

In other to continue to be in business and grow, we must continue to sell the tyres that are available
in our company which is why we will go all out to empower or sales and marketing team to deliver.
In summary, Unique TYRE Ltd. will adopt the following sales and marketing approach to win
target customers -

• Open our tire company in a grand style with a party for all.

• Introduce our auto tire company by sending introductory letters alongside our brochure
to organizations, and key stake holders in BD.
• Ensure that we have a wide range of tyres from different brands at all times.

• Make use of attractive hand bills to create awareness and also to give direction to target
customer.
• Position our signage / flexi banners at strategic places around Bangladesh.

• Position our greeters to welcome and direct potential customers.

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 • Create a loyalty plan that will enable us reward our regular customers.

• Engage on road shows within our neighborhood to create awareness for our tire
company.
• List our business and products on yellow pages ads (local directories).

• Leverage on the internet to promote our business.

• Engage in direct marketing and sales.

• Encourage the use of Word of mouth marketing (referrals).

• Ensure that we position our banners and billboards in strategic positions all around
Bangladesh.
• Distribute our fliers and handbills in target areas in and around our neighborhood.

• Contact corporate organizations, households, Car Company by calling them up and

informing them of Unique TYRE Ltd.
• Advertise our Tyre business in our official website and employ strategies that will help
us pull traffic to the site.

Marketing Mix
Marketing mix is a broad concept which includes several aspects of marketing which
related to creating awareness and customer loyalty. The term is often summarized as
referring to the "four P's". So, marketing decisions generally fall into the following
four controllable categories, which are known as 4p’s and 4C’s

4 P’s 4 C’s

Product Customer Solution

Price Cost

Place Convenience

Promotion Communication

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4p’s and 4c’s can be related to each other for implementing any marketing plan.
Products are for customers’ satisfaction in fulfilling their wants and needs. The price
is the cost a customer pays for the product. Place is a way of getting the product to
the consumer and/or how easily accessible it is to consumers for their convenience.
Promotion is the communication link between sellers and buyers for the purpose of
influencing, informing, or persuading a potential buyer's purchasing decision. So,
organizations need to produce right product, sold at the right price, in the right place,
and use the most suitable promotion in order to be successful in the marker.

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Unique TYRE Ltd. Product Placing Strategy :
Product placing is one of the key elements of marking mix. To the large extent the success of the
business depend on putting the right product at right place at price at right time. After establishing
Unique TYRE Ltd. Bangladesh Ltd on 2018, it has developed placing strategy based on target
market. Based on Unique TYRE Ltd. Bangladesh target market it has divided the market in five
different regions such as Dhaka, Chittagong, Joshore, Sylhet and Bogra. In order to maintain
supply chain it has established warehouse in these regions. By doing that it has reduced the lead
time and ensured proper delivery of their products from the warehouses to their target market on
time. To make the products available to the customer an effective dealership network has been
stabilized in these regions. It has maintained proper synchronization of product by moving
products from one region to another based on demand. If there is less demand a specific products
or size in a particular region and if the product remains unsold then it is being shifted to another
region where there is more demand for the specific products or size. It is done for the following
reasons-
To fulfill consumers demand.
To ensure right product at right time at right place.
To reduce inventory cost.
To ensure proper distribution of products.

The company maintains his entire selling activities through the dealers which is strategically
located. Unique TYRE Ltd. Bangladesh Ltd avoids direct selling and does not have any showroom
or outlet.

Unique TYRE Ltd. Promotional Mix

In order to achieve Unique TYRE LTD. Bangladesh Ltd intended growth it has come up with
effective promotional tools. The promotional mix has been intended to achieve sales increase,
increase profit margin, Creation of Band equity, product awareness etc. Unique TYRE Ltd.
Promotional mix targets five main aspects of a promotional mix.

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Advertising
For making people aware of the products and to achieve growth UTL using various advertisement
tools. For example- bill board or wall painting bus at terminals, truck stands, on high ways, in
store displays by authorized dealers, leaflets, pads, pen- diary or emails are the most common.

Personal Selling
Direct selling through individual or group presentation through oral presentation helps to peruse
prospective customers. Through a talented and energetic sales force UTL conduct its sell
penetration. Beside that it also arrange sales training programs for the dealers and sales meeting
with bus-track owners.

Sales Promotion

For sales promotion UBL give rewards to the dealers based on sales performance such as foreign tour,
Laptop, mobile set etc. Beside that company provides-

Sales Advance incentive: A dealer will be eligible for a “Sales Advance Incentive “of up to
18% per annum on his “Sales Advance Deposit” provided he does a minimum of 2 rotation per
quarter of his “Average Sales Advance Deposit for the quarter “.

Turn over Discount (TOD): A dealer will be eligible for TOD at 1% on the pre-tax invoice
values (Net of all discount) only if dealer completes at least 3(three) rotations in quarter. TOD
will be given up to a maximum of 6 rotations in a quarter.

Public Relation
UTL right now does not have begun its public relation programs. It is soon going to launch a TVC and
made charitable contribution in social welfare.

Direct Marketing

UTL is developing online display ads, fliers, catalog distribution, promotional letters, and outdoor
advertising.

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SWOT Analysis of UTL

Strengths and weaknesses are the micro environmental factors influencing a business
which are within the organization. Opportunities and threats are the macro
environmental factors that influence all the firms in the industry. They are present in
the whole industry. The following figure shows the strengths and opportunities of
UTL.

Weaknesses
Strengths
 Product awareness is very low.
 Provides premium range tyre.
 Lack of proper human resource in
 Product quality, reliability
delivery and customer service section.
and longevity.
 Lack of advertisement and promotional
 High brand equity.
activities.
 Products have required  Lack of coordination to provide
accreditations. direction.

 High degree of customer

satisfaction.

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 Threats
Opportunities
 Vulnerable to reactive attack by
 Prospect to increase market
major competitors.
share.  Lack of infrastructure in rural areas
 Factory role will be active to could constrain investment.
export.  High volume/low cost market is

 Chance to get more corporate intensely competitive.

deals  Create environmental hazards by

factory production.
 Chance to become lower
product price for factory
production.

Conclusion

A marketing plan is a plan which outlines a company's overall marketing efforts and
marketing plan may be a part of an overall business plan. Building a new brand or
product needs huge promotional activities. To introduce a completely new product
or brand it needs effective and future oriented sequential steps. In case of this plan
all the necessary steps has been outlined in a systematic manner. The things shown
are designed in such a way that is able to grab the attention of the present customers
of other products.

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