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Submitted by Assignment Point

An Assignment On Marketing Of A New

Product Development

Table of Contents

Tiltles
Page No
1) Executive Summary
4
2) Current Marketing Situation
5-6
3) Threats and Opportunities
6-9
4) Objectives and issues
9-13
5) Marketing Strategy
13-19
6) Action Programs
19-21
7) Budgets and Controls
21-23
8) References
24

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Executive Summary on
Apogee
Apogee is a shoe which is completely made from old, unused soccer balls. After
using a soccer ball for quite sometimes it becomes unworthy to use. So people
throw out the old soccer ball to buy a new one. But what they dont realize is how
harmful this plastic material can be for our environment. To remove this
problem and also to make brand new merchandise we are going to produce
trendy shoes from these unused soccer balls. These shoes can be worn by the
people of all ages. These are also going to be stylish so fashion concerned people
can feel attractive in them.

Next comes the huge issue of environment safety. There are many products in
the market which are very useful but there deathly for our environment. But this
shoe is completely made from recycling old soccer balls. So it does no harm to our
environment. In fact it works to protect the environment.

The third issue is price. People want to wear new and fashionable shoes. But
most of them cant afford such expensive products. As apogee is made from old
soccer balls it is really cheap to produce. So we can offer people new and trendy
shoes at a minimum price.

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Reviewing all the features of apogee we can assertively say that this product is
going to be popular, environment friendly and last but not the least inexpensive.

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Current marketing
situation
We are planning to produce shoes from recycled soccer balls. In the
current market people of all classes need shoes. They want more trendy
& sturdier shoes. Furthermore people are now more conscious about the
environment they live in. So we choose this idea of making shoes from
recycled soccer balls keeping in mind the environment as well as the
customers both at international and domestic level.
Our customers: In today's modern world there is a craze about sports,
particularly about football.Soccer mania is here and everyone seems to
be riding high on the popularity wave. Everyone watches football now a
days, so what if they could use a product that not only served their
purpose but also indicate their love for the game and thats how we came
up with the idea of making shoes from recycled soccer balls. Football is
popular around the globe , specially in Europe and south america. As we
are planning for a global launch of our product we will concentrate
particularly on these region. The youths of Bangladesh are quite
interested about sports and of course football, so we are developing our
product keeping in mind their taste and preferences. We are hoping we
can go global with our product after we are successful in making it a
success in our domestic market.
Market segmentation: We are planning to divide our market on
the differences of our customers trend,style and fashion. We will develop
these shoes for both boys and girls. For Boys and girls who are aged from
10 to 15, we will asses their current demand for new shoes and also we
will customize them according to their needs. We will use the same
strategy for customers aged 16 and above. Thinking internationally, we
may think about the international preferences of our global
customers. We will also give our customers the alternative to customize
their product according to their need and taste.
Size of the market: There are millions of teenagers roaming around the
streets of Bangladesh looking for the ultimate sport shoe that will serve
their purpose. But at the same time they dont have the budget to satisfy
their need as high quality shoes costs a lot. Our goal is to target this
market and supply them with one of the best if not the best shoes that
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will be in style as well as give them the extra performance boost they
need to take their game to the next level. We need to comprehend the
size of our target market and need to capitalize by providing the best
answer to their problems where others will fail.

Current market competitors: currently adidas and nike

are dominating the sports accessories business by providing state
of the art merchandises specially sports shoes. But what we want
to do is we want to create an positive image of our product by
creating the ultimate soccer shoes that is available and most
importantly affordable for the customers. Furthermore we are
using recycling material to make this product that will also create
a positive image. As they say first impression is the last
impression and thats exactly what we are planning to do. We wan to
make a global impact.

Opportunity
We cannot sustain our consumerist lifestyle without getting inundated by
garbage and exhausting the earths resources. Solid waste disposal
experts engage in an uphill struggle to contain this virtual avalanche of
garbage we produce every day. It is apparent that digging a hole, a
landfill, is clearly not the answer. Sooner or later, the waste becomes
uncontainable and will spill into our farming areas, forests, and water
sources. Here we have shown some opportunities of producing shoes from
recycling football soccerGood raw material:
As football is an international game and it is produced for international
purpose, we are getting almost best quality of product. If we recycle the
soccer and if we produce shoes from this waste material, ultimately we
are getting good quality material for producing shoes.
Less expensive:
Many of we have the tendency to buy pure leather shoes. Sometimes we
desire to buy but we step back when there is a question of money. If we

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use the useless soccer we will be able to reduce the cost of soccer and so
ultimately we will reduce the purchasing price also.
Save animals life:
As we are using football soccer as our raw material which people consider
as wastage, we are helping our environment to keep sound. When we are
using animal leather, animal lives are in danger. So if we use the soccer
we will be able to protect the life and it will be environment friendly.

Proper utilization of resources:

We are using the proper use of resources which is also good for
environment.
Environment friendly:
Football is made with plastic, synthetic paper, leather and rubber. We
know plastic, synthetic paper, plastic are discomposed material. When we
get the utility, we throughout the ball in the dustbin that may causes
problem to the environment. It may stick in the drain and can create
problem in drainage system. So if we use the ball in producing shoes it
will be a good idea to keep our environment safe and sound.

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Threats:
All it takes is for the public to question the harmlessness of a waste
associated with the material for recycling and the public authorities may
be willing to make sweeping changes in the organization of the collection
and processing of the relevant materials and wastes, with the consequent
degradation of the modes of procurement and access to the recycler's
scrap resources. If the recycler cannot act effectively and preventively to
reduce the risks associated with such wastes, this will increase his
external economic contestability. There are some threats of recyclingShape of materials:
It is easier to cut a portion of leather or plastic from a large smooth piece
of leather. But here we are using wastage of football soccer as our raw
material, so there we may face a problem.

Scarcity of resources and market growth of business:

As we are only using football soccer we have to ensure that we are going
enough material or not. We may face scarcity of resources. We have to
depend for the football user. If we fail to serve the customer and if we fail
to serve the customer ultimately we will fail to hold our position. It will
send us to dog position.
More expensive:
When we are thinking for a new product we need human resource,
machine and technological experience. Then human resource needs
training which requires a huge amount of money. That may seem costly.
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Child labor:
Pakistan is the largest manufacturer of footballs on the planet. About 80%
of association footballs are made in Pakistan. 75% of these (60% of all
world production) are made in the city of Sialkot. Child labor was
commonly used in the production of the balls before the 21st century. Not
only Pakistan but also Bangladesh is using child labor which is strictly
prohibited. The problem was largely due to highly skilled but uneducated
class of labor force who would prefer to have their children learn the craft
as opposed to going to school.

If fails:
Last of all if this business fail to fix itself in a satisfactory position ,
investor may face a huge loss which may affect the economy also.

Objectives and Issues of APOGEE:

Marketing plans are written documents that help us

communicate our marketing efforts for the following year. One of the
most important parts of the marketing plan is the objectives and issues
section, which helps internal employees or external stakeholders
understand the marketing goals.

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1. To save our Environment

Our main objective is to save our environment through recycling.

We will prepare shoes by recycling footballs.

The environment is something we are very familiar with. It's

everything that makes up our surroundings and affects our ability to live
on the earththe air we breathe, the water that covers most of the
earth's surface, the plants and animals around us, and much more.
In recent years, scientists have been carefully examining the ways that
people affect the environment. They have found that we are causing air
pollution, deforestation, acid rain, and other problems that are dangerous
both to the earth and to ourselves. With the help of recycling we can
protect our environment to some extent.

Recycling is a process using materials (waste) into new products to

prevent waste of potentially useful materials, reduce the consumption of
fresh raw materials, reduce energy usage, reduce air pollution (from
incineration) and water pollution (from land filling) by reducing the need
for "conventional" waste disposal, and lower greenhouse gas emissions as
compared to plastic production.

When a football gets old and rusty, it has no use. We often throw it
into the dustbin or somewhere else. It is polluting our air and land.

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With the help of recycling we can convert these footballs into shoes.
We hope it will reduce air and land pollution and thus we can protect our
environment.

2. Sell quality shoes with low price:

Another objective is to sell quality shoes with low price. People

now are very concern about quality and price. They want high quality
product with low price. So we will sell high quality products with low
price.

3. Increase market share:

Another objective is to increase our market share. With the help

of marketing strategy we can increase our market share. In this case we
have to invest a lot of money in promotion and distribution of the
product. We are expecting to increase our market share up to 10% in the
next year.

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4. To be the number one in the existing market:

One of the most important objective is to be the number one in

the existing market. For these reason we have to implement our market
strategies properly which have been discussed later.

Issues that can affect our objectives:

1. Environmental issue: Environment means everything that makes up

our surroundings and affects our ability to live on the earth. Today
environmental issue is very important. There are many organizations
who are working to protect the environment. They are creating
pressure on the companies.

So we will sell environment friendly product. We will not

use any synthetic leather or any other chemicals that may cause
harm to our environment.
APOGEE shoes are environment friendly product or we can say that
APOGEE is a green product.

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2. Health issue: Today people are very health conscious. They want to
know everything about the product. If they feel that the product they
are using are not safe, they will not use the product.

APOGEE shoes are really safe because it is a green

product. We will not use any chemical product in producing the shoes.

3. Social issue: We have to work in our society. So we have some social

responsibilities. We have to think about our society and produce
products according to their needs and wants. We should keep a friendly
relationship with the people of our community.

4. Child labor issue: Another important issue is child labor issue.

According to the labor act policy in 2006 child labor has been banned
from all the industries. Showing respect to the law we will not use any
child as our labor.

5. High quality with low price issue: People now are very concern
about quality and price. They want high quality product with low price.
So we will sell high quality products with low price. We will also give
some discount to our customers.

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Of

Marketing
Apogee :

Strategy

Introducing a new product to the market can be a challenging task for a

business. No matter how much confidence you have in the value of the
product or how unique it is, there are still things to consider before
unleashing it on the public. The marketing concept of building an
organization around the profitable satisfaction of customer needs has
helped firms to achieve success in high-growth, moderately competitive
markets. However, to be successful in markets in which economic growth
has leveled and in which there exist many competitors who follow the
marketing concept, a well-developed marketing strategy is required. Such
a strategy considers a portfolio of products and takes into account the
anticipated moves of competitors in the mark.

Customer Driven

Marketing Strategies for Apogee :

Making strategy decisions need to be customer driven as your end

customers are the ones who will be making purchase to our products and
services. The topic of Customer Driven Marketing is how to divide up the
identified market into meaningful customer groups, choose which
customer groups to serve, create market offerings that best serve
targeted customers and position the offerings in the minds of customers
referred to market segmentation, targeting, differentiation and
positioning.
The reason for having customer driven marketing strategies is companies
today cannot appeal to all buyers in the marketplace. Buyers behaviors
are difficult to predict, too widely scattered and too varied in their needs
and buying practices. Companies must design customer driven marketing
strategies that build the right relationships with the right customers.
Why Customer Driven Marketing for Apogee :
In a nutshell, with proper application of a customer driven marketing
strategy, the we can focus our efforts on meeting distinct needs of
individual market segment & to target segments in which it can profitably
generate and sustain customer value. It can then communicate & deliver
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the chosen position with its resources available for an effective strategic
marketing plan.
With a customer driven marketing approach, the company has clearer
direction to maintain its desired marketing position on targeted market
segment(s) through consistent performance & communications.
Nonetheless, for larger companies such as Unilever and P&G, they can
offer complete range of products to serve all market segments to meet
customers needs.

We must divide up the total market ,choose the best segments and
design strategies for
profitably serving chosen segments. This process involves market
segmentation ,market targeting , differentiation and positioning .

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Market Segmentation :
As we are making shoes from recycled soccer
balls and its for everyone ( Boys,girls,Childrens) we can divide our
markets into 2 types
1. Customers Aged 10-15.
2. Customers Aged 16 and above.
We will also give our customers an option
to customize shoes according to their needs. We will focus on both
national and international markets of our product.

Market Targeting :
Footwear sales have been falling in developed
countries and slowing in emerging countries due to lower income levels;
and therefore, less spending on apparel and footwear. Consumers are
focusing increasingly on value for money, looking for simple, hardwearing shoes that last . As children and young people are
passionate about stylish shoes we are focusing them as our target
market .

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Positioning

We will make our shoes more attractive than our

market competitors . We will sell our shoes at a reasonable
price . We will give them longer lasting shoes and will
guarantee them for a certain period. We will use our
distinctive shoe logo or Brand name so that we can hold our
market for a long time . At the beginning we will give
advertisements to acknowledge them about our products .We
will give discounts for our special customers .

Our shoe logo

Differentiation :

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We will serve our customer a different service compared better

than our competitors on
the following basis :
I.
II.
III.
IV.
V.

We
We
We
Will
Will

will make our Shoes attractive.

will sell our shoes at reasonable price.
will give discount to our customers .
give them guarantee for our products .
take orders from customers to make customized shoes .

Marketing

Mix :

This section outlines how we will make

strategies for each marketing mix element of our Apogee shoes
and how each responds to the threats , opportunities and critical
issues .

Product :
In order to outdo our competitors we will take specific
strategies for our product .The strategies will be
1. We will make a variety of products on some specific
categories such as for boys shoes ,Sandals , Sport shoes for
girls we will make clogs ,lace ups, heel shoes etc.
2. We will always promise them 100% best quality for our
product .
3. We will follow Fendi ,DIESEL ,Armani , Burberry ,Moschino
designs to make our shoes .

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4. We will use clear shoe box, ,paper shoe boxes in packaging our
shoes .
5. We will make it eco -friendly.

paper shoe boxes

clear shoe box

plastic shoe box

Price :
We will always try to give customers good quality
shoes at a reasonable price .For this we need to take some
sort of incentives , they are
1. We will give price tag on each of our shoes.
2. We will give 5% discount on our shoes at the starting of
our business in order to get consumer attention on our
shoes.
Place :
1. We will open our branches in home and abroad.
2. We will try to open our branches in U.S.A , Canada ,
South-Africa .So we will obviously try to make an influence on
consumers to buy our product.
3. We will always
produced first.

try to sell the shoes that were

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4. As shoes will be produced in Bangladesh we need

to transport them across national boarder and in home .We prefer
to transport shoes to abroad by air and in home by our private
transport .
Promotion :
1. We will advertise our shoes on newspaper, magazines
, and on t.v.
2. We will open our own branch in home and abroad .
3. We will show the positive sides of our products such
as its durability, comfort ability , up to date with latest designs
and customer choices .

ACTION PROGRAMES
A Marketing Action Plan is a way of putting in place a structured series of
activities to get a predictable result. Here are the basic steps:
1.
2.
3.
4.
5.

Define the service we want to offer.

Define our Target Market for the service.
Define additional outcomes
Plan the resources required
Plan of costing

Step 1: Define The Service We Want To Offer

We want to produce shoes both for woman and men using the soccer ball
as a raw material. People just though out the soccer ball using it or after it
is punctured we collected this ball and recycle them and produce shoes.
Step 2: Define our Target Market For This Service
Our target market is the customer of the market who wants to use stylish
shoes but at a affordable price. currently adidas and nike
are dominating the sports accessories business by providing state of the
art merchandises specially sports shoes. But We want to give them this
kind of facilities at lower price then others compititors.
Step 3: Define additional outcome:
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Our additional outcome will be the profit that we get by using the
resource because we do not pay any extra charge for the resource as we
just using the punctured ball . The only cost s the recycling cost and at
minimum price we can sale them. Our by this we will get our additional
outcome.
Step 4:Plan the resources required:
Our plan is to use the scare soccer ball. After a period of time the
punctured ball are useless for use so we can get that ball and use them
valuably.
Step 5:Plan of costing:
As we focus on both man and women shoes mens shoes like

Leather shoes men: cost-500 tk but we have to produce at least 1000

pairs and sold them at a cost of 1000-1200.

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Roller skate shoes: cost-520 tk but we havo to produce at laast 800 pairs
and sold them at a cost of 1000-1200.
We see both in the case we can get a huge profit cause of that is that we
do not have any cost on resource again in recycling we need a small
amount of money.

Financial Plan
Our financial plan is based on receiving several
loans to purchase/fabricate the production equipment, provide initial
operating capital, and establish the customer value. We will achieve
profitability early in the first year and due to the expected high growth
rate, we will realize strong profits on sales by net year. APOGEE shoes are
made with recycled soccer ball and produced in fair-trade factories. We
also sell only to independent retailers worldwide in order to cycle money
back into local economics. Our hope is that people with similar
philosophies will be inspired by our experiment in grassroots capitalism
and start their own business ventures.
This company pretty much focuses on one thing: recycled material. In
making shoes, we use 80% recycled material and other things. Our
principles underlie on low cost, but effective marketing strategies.

Budgeting
Apogee develop and make use a effective budget plan that will make
sure to achieve expected profit rate. The following is an estimate of the
sources of our principal costs:
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Capital costs
Land fees
cost of special equipment and
Cost of set-out containers.
Operating Costs
Labor;
Supplies;
Administrative and Overhead;
Truck Maintenance;
Fuel, Maintenance;
licenses, insurance, registration fees;
We also determine other thing for making shoe. As it is making from torn
football o the production cost will not be higher than the existing product.
These areas The quality of the used material;
The shipping costs of the supplier;
The available monthly supply;
The mix of raw material;
Production costs; and
Sales price of finished goods.
Cost of Production
WE will establish a minimum cost estimate for producing hoe. As we use
the useless soccer ball for producing hoe the cost will not be high than
using the material. Recycling less energy and generate less pollution than
using less material. So here we have low energy cost.
Promotion cost
Our budget include marketing cost. Because e need to advertise.issue pre
release, and make calls to potential customer. We will determine the cost
of each marketing element.
Labor cost
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In Bangladesh, the labor cost is not high. Here at first e hire some labors
who are expert in this work. We analysis that this cost will not exceed our
budget. We will make sure that we can get maximum output from labor.
Distribution cost
Apogee first launch some testing product and when it reached at higher
growth rate then it ill export it product to other country.
Controlling
Apogee practice a constant marketing control process. First it set specific
marketing goal. Then we will measure it performance in the marketplace
and then evaluate the cause of any difference between expected and
actual performance. Finally it takes corrective action to close the gap
between it goal and it performance. This may require changing the action
program or even changing the goal.

(RESOURCES)

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Recycling Benefits - A Recycling Revolution

www.recycling-revolution.com/recycling-benefits.htm
Threats on scrap sources accessibility: the loss of access and a
new ...
www.institut.veolia.org/...recycling.../recycling.../recyclingthreats.as...
Photos - National Geographic Kids
kids.nationalgeographic.com/kids/photos/

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