Professional Documents
Culture Documents
Bambooz
Marketing
Strategy
Group K
1
Executive Summary
The team has studied the market, created a repository of data to analyse, and initiated
a survey and Laddering interviews in to understand the North East Bamboo market
The team has also researched formulated strategies for the Positioning and Value
proposition and the promotional activities which need to be undertaken.
Creation of new product markets has been discussed enthusiastically and posed as a
result of the survey conducted
The SWOT analysis of the bamboo market for North East has been done which shows
the viability of bamboo business in North east.
2
Overview
3
Company Overview
Founded in 2010
Use of bamboo structures to create environment-friendly, green buildings
B2B customers-Offered bamboo based construction solutions to its clients,
which included companies in the real estate, hospitality and transport sector
Other popular Bamboo products for B2C-- bamboo skewer sticks, bamboo
chopsticks and waffle sticks used for barbecues.
The company had also started selling bamboo based products
Need to expand
The Problem
Scope for creation of new products
Product portfolio development- the needs and gaps in
the market
Pricing strategy
Promotion strategy- the right choice of channels to
communicate
Place- the SWOT of North East as a market
5
5 C Analysis
Customers
Competitio
Context
n
Collaborat
Company
ors
Product Portfolio
Small Items
Kitchen Ware
Bamboo Mats Local Handicraft bamboo
Bamboo Mola products
Bamboo carriages and Small Artefacts objects like
baskets Coffee Mugs, Paintings etc.
Big items
Trendy and unique
design Sofa Sets This will help target a larger
Designer Chairs market and are not resource
Designer Dining tablesintensive. They can be
improvised to generate
additional revenue
7
Green Construction Sector
8
The Market Break up
Market Estimation
3908
3400
3265
2088
1950
1163
861
500 600
300 274
* In
Shoots Plyboard Plyboard for Trucks/Railways
crores
Bamboo Matboards Bamboo Flooring Pulp Furniture Scaffolding Housing Roads Miscellaneous (Pencils, Matches, etc.)
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Insights Laddering
10
Minimum input to
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Values
Maximum output
Higher Self Esteem
Highly Desirable
Consequenc
Higher Visually
Hassle
Value for appealing
free
es
Money to guests
Good
Attributes
Insulator
High Light Easily Designs Classy
Durability propertie
Strength weight Available of Look
s
products
Insights- Survey
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Insight- Target Audience
50.00%
45.00%
40.00%
35.00%
30.00%
25.00% Total
20.00%
15.00%
10.00%
5.00%
0.00%
<30 30-50 >50
The primary reason for this can be the availability of disposable income in the
hands of the people.
As the people in <50 category are mostly working and have a net income, are the
13 ones who are buying the bamboo products. So the target segment identified form
the above analysis is Income Earning people i.e. the working class age group
Insights- Income wise
Usage- Income wise
120.00%
100.00%
80.00%
No
Yes
60.00%
40.00%
20.00%
0.00%
Low Income Medium Income High Income
Majorly, only the higher and middle income segment are buying the products
whereas the lower income segment has a population which does not use any
bamboo products, neither small or big.
7%
Everyday Utility Artifact
Food Item
36%
57%
Important to highlight as that it is the Local population which uses these everyday
products whereas it is Tourist mostly who purchase Artefacts.
Therefore, according to location of market i.e. a tourist site or non- tourist site, the
15 product category should be emphasised.
Insights- Repurchase Rate
8%
8-10 years
25% 10-12 years
>12 years
67%
Repurchase Time
The customers believe that the bamboo products live very long and
thus the people get saturated soon.The market is slow and it takes a
lot of time to consume the product prepared.
16
Global Market
Market is too aware and eager to accept any Green products, the
demand for the products is high
The products targeted to sell are Bamboo flooring, furniture items and
everyday small utility items
17
Positioning strategy
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Promotion
Above The Line
Marketing
Off-line
Marketing
I. Promotion through festive
merchandise and government
channels
II. Innovative workshops at leisure
resorts, ex eco-resort for innovative
use
III. Newspaper promotional
advertisement in regional and
national dailies:
IV. The idea though old, is very effective
in increasing brand visibility in locally
V. Pamphlet: This can be used to
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intensify and cater to a highly
Digital Marketing
20
Pricing
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Pricing For Global Markets
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Promotional Pricing
WEAKNESS
Easier and Cheaper sourcing of raw material which can be directly implemented
Impetus to B2B business as many small firms in this region rely on bamboo
structures for their offices and many other restaurants
Greater interaction opportunity with dealers who later can become important
sources of business in future
Improve its brand value as it will add to genuineness of the cause and action of
the business
26
Thank you!
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