Industrial Marketing Project

Download as pptx, pdf, or txt
Download as pptx, pdf, or txt
You are on page 1of 21

Group Members :

Adil Masood
Kamran Naseer

Wood has been used for hundreds of thousands of years for both fuel and
as a construction material

The earth contains about one trillion tons of wood, which grows at a rate
of 10 billion tons per year.

In 1991, approximately 3.5 billion cubic meters of wood were harvested.


Dominant uses were for furniture and building construction.

History
the earliest known plants to have grown wood, were approximately 395
to 400 million years ago.

People have used wood for millennia for many purposes, primarily as a
fuel or as a construction material for making houses, tools, weapons,
furniture, packaging, artworks, and paper.

Rabeel Enterprises
Smmexport Industries Ltd
Isha Exports Co,
Longways Carpets Pvt Ltd
Tradeline International
A.M.Corporation
Al-Rafi
Asian Furniture Works Pvt Ltd.

Gathering information on potential markets is often overlooked by


wood products firms.

Good marketing research can prevent premature attempts to


enter a market that should not have been entered in the first place

Asking knowledgeable customers and looking at your competitors


can be a good way to know the market.

The wood products industry is changing. We face new forms of


competition from within our own industry and from other
products

Plastics and steel now directly compete in traditional wood


markets.

Firms should never be so shortsighted as to think they only provide


customers with a physical product. In today's marketplace it takes more
than that to compete.

Often services can be a deciding factor when choosing among firms


providing a commodity product such as softwood lumber.

When considering products such as softwood or hardwood lumber, for


example, it is critical to consider things like credit, service, quality and
delivery.

This view is known as the total product concept (TPC). The concept
includes all of the intangibles and extras that are both perceived and paid
for by the customer.

The TPC is especially true in the commodity market, where price is often
used as the only method of differentiation.

Commodity Products (raw material)

Standard industry product line (timber, lumber, woodbase fibers, commercial softwoods and hardwoods,
wood preservatives, laminated timber, and composite
lumber)

Specialty Products (redwood, pine, composite


decking and framing and wood siding)

Customized products (we will also deliver wood


tailored exactly to the customer demands such as
shape and size)

Differentiating Factors
Our major differentiating factor is our effective supply
chain
Moreover, we offer customized products and specialty
product

Competitive Environment
This relates to the amount of control the manufacturer
has over price. We are operating in a company-controlled
environment there is strong control over pricing.

Moderate competition and highly differentiated products


are characteristic of this type of environment.

Product Positioning

We have positively positioned our product in


relation to a competitor's products

We will be offering customized products and our


firm has a high advertising budget which we will
use in our favor to position our product (wood)
and services (for example effective supply chain)
high in the wood industry.

target Customers

We will be targeting furniture manufacturers, wooden


interior decorators and the industry that uses wood as
a raw material for example the paper industry.

New product development programs

We are planning to process wood into finished goods


in the later stages of our firm.
We are basically planning to get into forward
integration i.e. enter into the furniture market

The price of a product has to include a number of variables in


addition to just the product cost.

For instance, the cost of producing the actual product, marketing


that product, transportation, packaging, insurance, and any
necessary taxes

Pricing Objectives

Setting a price is also partly a function of what direction the


company is trying to take

we will look to maximize our profit through effective pricing


strategy and try to differentiate our product on the basis of quality
and service that we provide to our customers.

We will be using demand based strategy.

This type of strategy determines the price of the product based on


what the market is willing to pay.

often customer value/quality associations and perceptions allow


for a higher margin to be obtained than when using a set costbased strategy

Another strategy that we will use concurrently with one


mentioned discussed is price adjustments

Basically this involves giving discounts on price for various reasons


e.g. for large purchase volumes, seasonal reasons, or to
compensate channel intermediaries for covering costs such as
freight and storage.

The key objectives of promotion are to inform, persuade, and/or remind.


The tools for promotion includes Advertising, Personal Selling, Sales
Promotion, and Publicity

Advertising
Advertising is a paid form of non-personal presentation of a good,
service, or idea.
Advertising can be done through many different types of media. These
can include:

o
o
o
o
o
o
o
o

Radio
TV
Magazines
Newspapers
Billboards
Direct Mail
Business Cards
Letterhead

Personal Selling
Personal selling is often used in the wood industry and has become
a very important way of getting new customers.

Sales Promotion
Sales promotion is a non-personal communication in the form of
free samples, coupons, point-of-purchase literature, trade shows,
contests, etc.
This is an especially effective way to introduce newer products

Publicity
Publicity includes non-paid methods of disseminating information
about the firm, its products and services.
This can be a valuable method for creating positive public
perception of our firm.

Direct Sales

This is a direct and effective method for finding


and acquiring potential customers

This may not result in a sale every time but it


gets your product and name circulating within
the industry.

We will be using all four promotional tools as our


firm is new and we want to attract new
customers quickly.

We will be operating in Pakistan and headquarter will be in Muzaffarabad


which is the main hub for wood

we will have our further distribution channels in major cities of Pakistan


including Lahore, Karachi, Islamabad and Peshawar.

Our major market however, exists in chiniot for which we will have a
separate division to deal with.

Distribution
Distribution systems are organized into channels. These channels are an
organized set of institutions whose goal is to move goods from point of
producing(Northern areas) to point of consumption(chiniot and other
cities).

The institutions that exist within these distribution channels are known
as intermediaries or middlemen.

Maintain contact with buyer


Negotiate price and delivery
Establish contracts and delivery
Transfer title
Provide credit/collection
Service product and provide other services
Provide inventory/storage
Arrange transportation

Intermediaries can be divided into two broad groups, these are Agents
and Merchants.

The main difference between the two is that agents typically do not take
title to the goods they handle. Merchants, on the other hand, usually do
take title to the products they sell. Some specific examples are shown
below:

o
o

Agents
Brokers
Manufacturer's Rep

o
o
o
o
o

Merchants
Reload Centers
Lumber Trading Companies/Office Wholesaler
Wholesaler/Distribution Yard
Industrial Distributor
Jobber

Go direct or use intermediaries


We will be distributing our product through both

direct and intermediaries depending on the location


and size of the customer

Distribution intensity
Our distribution intensity will be high as we have our

own warehouses and we will use this to our maximum


advantage

Channel ownership
We will have different market strategy for different

markets.

The actual physical handling and subsequent


delivery of products represents a significant
portion of total costs of goods.

Costs are clearly important as well and the total


cost concept seeks to maximize the
effectiveness of the entire distribution channel,
rather than one piece at-a-time.

Our logistics concept will be on total product


concept.

In summary, marketing is a primary determinant


of company success.

Our goal is to identify what customers want and


need on a continual basis

Our company has a good understanding of


markets and we will implement a well thought
out marketing program to meet customer needs
which will gain us an advantage in the 21st
Century.

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy