Submitted To

Submitted By

Saud Ahmad Uttam Golder

Lecturer, Help 01917153936

Department of Finance On behalf of Group 10

Jagannath University, Dhaka 2st Year, 1st Semester

B.B.A (Finance)

Jagannath University,

Dhaka

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Group No -10

Name of The Group Members

Serial Name Roll no

01 Md. Jahid Hassan 091-57302 Md. Monir Hossain 091-51303 Uttam Golder 105-21104 Ataur Rahaman 105-30205 Md. Jewel Rana 105232

Letter of Transmittal

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Finance Department

Jagannath University,Dhaka

29th December 2010

Saud Ahmad,

Jagannath University

Dhaka

Sub: Submission of Assignment

Dear Sir,

Here is the report on “New Product of Anik Magic Battery(AMB)” prepared based research. we have tried our best effort to gather all necessary information to the concentrated part of the reportto enrich it. We believe that with our limited knowledge this report provides a core conceptabout consumer perception on gym services.

We tried our level best to put meticulous effort for preparing the report. Any shortcomings or flaws may arise

as we are very novice in this aspect. We will wholeheartedly welcome any clarification and suggestion about

any view and conception disseminated in our report.

Yours faithfully

Md. Jahid Hassan

(On behalf of group 10)

4th Batch

Department of Finance

Acknowledgement

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First of all we would like to be grateful to Allah and my parents and pay my deepest respect to Mr. Saud Ahmed, lecturer, Department of Finance, Jagannath University , Dhaka due to her generous and friendly guidance. The faculty of Business Studies helps us to get the opportunity to understand some minute issues as well as those issues which we have failed to understand. We also would like to thanks those people for giving us enormous help that can’t be mentioned in this short extent.

01. Executive summary

Anik Magic Battery (AMB) which is the new product of Anik Telecom is the hypothetical start up. It is a device by which mobile phone to be recharged simply by talking into each other. The technology turns sound into electricity allowing a mobile to be powered up while a conversation is in progress and the greater the volume the greater the charge. The technology could also be used to power up personal music players, raising the possibility of charging an Ipod by singing alone to your favorite songs. The sound that always exists in our everyday life and environment has been overlooked as a service which motivates us to realize power generation by turning sound energy for speech, music, or noise into electrical power. A sound absorbing pad on top vibrates when sound waves hit it, causing the tiny zinc oxide wire to compress and release. This generates electrical current that can then be used to charge a battery. It will be helpful for the tribal and costal areas people where there is no electricity. It will create the chance to grow up mobile users. It could also help soldiers to carry on batteries. However it plans to enter the domestic market with its procurement base, production process and quality of products and some rated enough financial resources.

Table of Contents

NAME Page no

EXECUTIVE SUMMARY 04

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Chapter-1 Introduction 05

Rational of the study 05

Objectives of the report 06

Scope of the study 06

Methodology of the study 06

Limitations of the study 07

Chapter 2 Company Overview07

Product and services 08

Chapter 3Marketing Plan

09

Sales Forecast 10

Break Even Point 11

Chapter 4 SWOT Analysis 12

Marketing Mix 13

Marketing Communication 14

Conclusion 15

Bibliography 15

Introduction

Now a day in the competitive world practical experience is must. It is possible to gather theoretical knowledge by passing through book but it is insufficient to acquire practical experience.

In order to complete the BBA program we have to complete a course called principles of Marketing. In completing the course our course instructor gives us an assignment on New Product

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By preparing the report we will be able to gather knowledge about the different types of Product

Rationale of the Study

As our course teacher has given to prepare this assignment, we have tried our level best to prepare it.

To know about how to make a new plan for a new product.

To know the preference for the goods of the customer.

To compare the new product with the existing product.

To increase our professionalism in job sector.

Objective of the Report

Primary Objectives

WE have done this reaches because our course teachers gave this topic as our assignment. The primary objective of this report is that. As he decided us to make this assignment, we have tried our best to make it relevant. We have tried our best to prepare this assignment perfectly and correctly. If our course teacher satisfied, our primary objective will be successful.

Secondary Objective

Analyzing how to start new product

At the same time gathering the practical experiences.

Present situation about the market

To know the product strategies that the organization allows to apply

To analysis quality of the product

Gather practical knowledge about New Product.

To achieve a steady increase in the market position by market penetration pricing. To win a large market share.

The objectives of this assignment are to know how to start a newproduct and how to capture the market shares.

The implication of 4ps of marketing.

We also learned about SWAT analysis of newproduct.

To maintain positive & strong growth.

Scope of the Study

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There was huge scope to work in the arena of the report. Considering the dead line, the scope and exposure of the paper has been wide-ranging. The study, “Marketing a new product” has covered overall procedures of launching a new product. By preparing this report it becomes more understandable about the real condition of the corporate situation of our country.

Methodology

Methodology is the process or purpose of collecting data and information, which are required in connecting with findings tools for best possible outcome.

There are various approaches to collect data for the report. But we should carefully select the way according to nature of the report. We have designed the study carefully planned to yield result that are objective as possible. The main lookout the report is to discover consumer behavior toward Anik’s new product. In this section, we would like to emphasis on survey process that we have conduct while we were preparing the report. This process consists of the following steps.

Limitations

We have tried our best to prepare this report perfectly. But we are not completely satisfied. We have faced many problems. These problems have given us a lot of pain. Our time was very much limited. If gave us some extra time, the report might better.

Some problems/ limitations were yet present there:

Lack of Experience: The work of collecting the information requires much experience. But wehad no adequate idea, knowledge, and previous experience about the report. Therefore it is very normal that error comes into existence in the report.

Time limitation: The time limitation is one of the limitations of this report. We have toComplete this report within very short time.

Lack of facilities provided by the management: At the time of data collection we have faced Several problems due to lack of facilities by the management.

Lack of interest: At the time of data collection it has been observed that most of the participants of the interview did not pay attention in answering the question.

Lack of information: The Company is world renowned company. But our report was only in Dhaka biased. So, the report lacks information.

Chapter two

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Company overview

Anik Telecom Supplys our products to the Government & Non Government Organization Like Bangladesh Government Organization, Bangladesh Telegraph & Telephone Board, Police, Army, Navy, Cellular Operators, Installation Companies & NGO’s.Our Clients are very much Happy to work with us because we have Dedicated Office Staff who provide our Customers a very good service.

Company Profile

 

Company Name: Anik Telecom

Country/Territory: Bangladesh

Business Type: Others

Registration Date: 2007/05/22 (Year/Month/Date)

Buyer / Seller in EC21: Both

KeywordMobile Phone Accessories, Telecommunication, Energy Savings Lamp, Batteryt, Charger

Our Head Office Situated in Maghbazar & Branch Office are inDhaka-Estern PlazaChittagong- Anik Telecom Khulna –Anik Telecom

of Our own People operate those Office & we have resellers our products all over the Country.We have Work Shop/Service center of our Own.The Main Workshop is in Maghbazar & Have Branches on our Branch Offices.We have Factory where we manufacture the YAGI Antenna & Have a Huge Capacity of warehouse in uin Maghbazar. 

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Products and services

Adapter

Battery

Charger

Cover

Antenna

Travel Charger

Travel Transformer

Chapter three: New Product

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Marketing Plan of Anik Magic Battery (AMB)1. Introduction:

Anik Telecom is a new and starting up company which forms on 4 April in 2010 in Dhaka. Its objectives are to provide world class telecommunications tools.This company is preparing to launchAnik magic battery (AMB) which is quite new andgood product for all types of mobile. Using this battery people will feel comfortable. People spend thousands of money for buying different brands battery to make their mobile safe and maximum use of it. As thing get better with time, people will move on from the good Battery.

2. Market Segmentations:

2.1Geographic:

Anik Magic Battery has no specific geographic target area inBangladesh but we prefer both urban area and rural area. Itwould be very suitable according to our weather condition andclimate. People can use this Magic Battery in all area of our country.2.2 Demographic:

•

People of all classes of people may use it. Meal, female and young people can be able to use it• People who are educated are major concerning customer. People who are involved in earning and lead a prosperous life also our concerning customer.

2.3Behavior Factor: •

Young people will prefer our product most. This battery is also stylist. Old as well as matured people will also like it because it is durable.2.4 Psychographic:After all we divided the market into group based on customer knowledge, attitude, use or response to a product.

Anik Magic Battery is a new and uncommon product and its segmentation isdifferent to other ordinary mobile battery. Its segmentation bases on-

Gender (men & women)Social class (Upper, middle and lower)Density (urban area and city area)Attitude toward product (positive, adaptable with new things.) and generation(young)

Our market segment is quite measurable because our main target customer is 15–64 aged people and its approximate size is 63.6% of total population. In order to actionable our marketing program our market segment will help us. We can introduce different marketing strategy and promotionalstrategy according to men and women choice, preference and needs.

So our market segment is measurable, accessible, actionable, and differentiable.

3. Market Needs:

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People usually need mobile battery. Almost all people in our country use mobile phon. People are very much habituated to use it. So mobile battery is must.

4.Market opportunities and issues

Assuming just about 40 million of mobile users which is 25% of total population of Bangladesh, the market potential comes to about 1 million per year. More over the tie –up with large authorized dealer and exploration of 3 lack strong armed forces, tribal and costal areas offers tremendous opportunity for growth. The key success factor in the institutional market is the provision of quality products in desire quantities and at reasonable prices. Access to quality raw material at low cost which is remunerative to the producer is another requirement for success in this market.

5. Objectives: It is also an important matter to set up objectives of a new product to sustain in the market in a long run.

A Achieve sales of 500, 750 and 1000 in the first, second and third year respectively (Refer Table A1)

Sales forecast

Table A1

Year Sales (unit) Taka (million)2011 500 1502012 750 2252013 1000 300

Assumption:

The plant will run throughout the year at 70% of the capacity for the first year and 80% capacity for the second year and 100% capacity for the third year.

The realized prices will be taka 10, 00,000 unit for the first two years and taka 15, 00,000 unit for the third year.

B. Achieves break-even sales 13.33 units in the first four months of operation (Refer Table B.2)

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Break-even analysis

Table B.2

SL Particular Taka1. Revenue/unit 10,00.0002. Variable cost/unit 4,00.0003. Contribution ( 1-2 ) 6,00,0004. Fixed cost 80,00,0005. Break even volume (4/3 ) 13.33 unit

Break even sales would be at about 13.33% of the capacity

C. Achieve on internal rate of return is about 20%.

D. Achieve on average rate of growth in sales of about 25% per year.

E. Achieve the image of the most preferred supplier in the minds of the institutional buyer by delivering superior value through quality, pride and reliability.

6. Market strategy

Customer focus with operational efficiency and customer intimacy.

7. Target market

AMB’s target customers are ordinary mobile users, tribal and costal areas users. Remote areas people and armed forces.

8. Positioning

AMB will position itself as a value for money brand one that is easy for charge, reducing tension to charge, no need to electricity etc. its appeal will be “TALK UNLIMITED WITHOUT CHARGING TENSION”.

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CHAPTER 4

1. SWOT analysis

SWOT stands for strength, weakness, opportunity and threats

1.1 Strength

Combination of different features

Easy to use

Provide comfort.

Suitable for almost all types of mobile phone

We ensure product differentiation.

1.2 Weakness

Production cost and price would be higher.

No brand awareness of the new product as a set up company.

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Lack of depth industry experience and insight.

1.3 Opportunity

It will enjoy less competitive because this kind of product is not yet come in the market. That’s why it will be available to earn more money than other existing product of this company.

1.4 ThreatsIt will enjoy less competitive because this kind of product is not yet come in the market. That’s why it will be available to earn more money than other existing product of this company.

2. Marketing M ix

Product The battery turns sound into electricity allowing mobile to be powered up while a

conversation is in process and the greater the volume the greater the charge. This motivated the customer to realize power generation by turning sound energy from speech, noise or music into electrical power.

Price It will offer value for money beginning with an average realization of taka 300 PU. A discount

of 10% will be offered on the invoice price for volumes exceeding 1000 unit month. The distributor or retailer will decide the maximum retail price to be printed on the unit.

Place Initially AMB will supply to institutional markets directly. In the second year of operation the

product will be launched under “ANIK” brand in few major town of Sylhet, Chittogong, Rajshahi, Khulna, Barishal, and Rangpur, at select outlets through authorized dealer.

Promotion The basic promotional route will be point of purchase material, altercative danglers. Placed

near check out counter and sample trail. This will be done only for the branded products. For the institutional markets the major trust will be efficient supply dealer management, weekly visit to headquarter and major outlets by senior personnel Continues feedback and multiple contacts with distributor.

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Add is given on: RTV

NTVATNBTVDesh TVBanglaVision

Radio

Newspaper, Magazine

Promotes through banners, placards and festoons.

Marketing communication: By integrating all messages in all media,

we will reinforce the brand name, and the main points of product,

especially our exclusive feature.

Marketing communication

We will take some promotional activities- first of all we will give ads on TV channels; it is the most

interesting recreational media of our country. We will hold dramatic advertisement on various satellite

channels like

NTV, RTV, ETV, BTV, ATN, etc. make attraction to the people. We will sponsor popular drama, cinema to

make awareness of the consumer. Secondly we will add the various popular daily newspapers like

“PROTHOM ALO”“JUGANTAR” “THE DAILY STAR” etc.Because most of educated and urban people read this

news papers. Thirdly we would like to choice FM radio, which is growing popular recreational media in our

country.In the small period of time there comes some radio channel like “RADIO TODAY” “ABC RADIO”

RADIO FOORTI” etc. We will hold jingle types of advertisement in the radio channels. Young generation is the

most vital customer of our product and the hear FM radio in their leisure time. We will also add in periodical

like different types of magazines. We willsponsor different events and give wall and bill board advertisement

inthe important places to draw attention of the people. As a opinion leader we will use some reputed player

and a reference group we can use our Bangladesh cricket team. Finally we will hold customer driven

campaign in most of towns. Such as

Distribution of samples

Discount of coupons to customers in the retail stores

Prize through raffle draws

Free trials of new customers

Discount coupon will serve as marketing strategy to develop similar loyalty scheme in order to indentify and

stimulate brand awareness.In the Bangladesh market.

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Review and C ontrol

AMB will have simple, decision friendly weekly, monthly, quarterly, half yearly and yearly report focusing on –

Revenue and unit sales Expenses Customer feedback Market log (self and competitive major activities)

Conclusion

As Anik Magic Battery is a new product in our country, so it has some lacking such as no popular brand name, people are not accustomed with such kind of product etc. but we hope we can easily overcome these lacking in our nearest future by providing better quality and creating strong brand loyalty among the customer. We believe that our people will prefer the Anik Magic Battery then traditional Mobile Battery after comparing the product benefits. Hopefully in nearfuture our people will get rid of that old Mobile Battery and get yourself Anki Magic Battery.

Bibliography

Different web address…..

Principles of marketing – Philip kotler & Gary Armstrong……

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