Zeti Bags is a company into the production of bags in Ghana. Bags that meet different purposes and for different people.
MISSION STATEMENT
Producing longer lasting and quality bags to meet the needs of customers in a more comfortable manner.
VISION STATEMENT
To be the preferred brand for bags in Ghana.
GOALS / OBJECTIVES
To produce bags to meet the financial status of customers without compromising on quality.
To produce bags with structural designs that fit the sociocultural wants of the customers.
To make Zeti Bags an easily accessible brand of bag through effective communication within one year.
SITUATION ANALYSIS
SWOT
Strength Zeti Bags Limited produces quality and longer lasting bags.
Weakness Low on reaching to customers through effective communication.
Opportunities Bags imported into Ghana does not fit the needs and wants of consumers and do not do any promotions. Customer services of competitors is poor.
Threats More Cheaper bags imported into Ghana every year.
Trend of Market
The buying behavior of consumers towards bags hinges on factors such as bag capacity, price and durability. The very new emerging trend on buying factor is Brand of product. This is where a product is purchased because of the brand.
In all the factors there are situations that influence their buying and this has to do with their status in terms of home and family factors, finances and responsibilities.
Most of bags on sale fall between GHC 25 – GHC 80 in terms of price.
MARKETING STRATEGY
Target Market Strategy (Segmentation, Targeting and Positioning – STP)
Consumers will be segmented based on their gender, age, location and income to help Zeti Bags Limited consider a particular bag type, distribution process, promotional channel and price. This will make it easier to produce with prospective customers in mind
Students from Primary School – Tertiary
Active working class from 18 – 40years (group A)
Adults and Matured consumers from 41 – 70 years
Travelers / Campers
Urban folks
Now after considering the above reasons Zeti Bags Limited will target the desired customers in terms of preferences or wants to make more adequate use of resources and to make customers get all specific required benefits from our products.
Through a well-structured messaging we can present Zeti Bags to our targeted customers for them to see us as we want them to do or believe.
Key Message: Zeti Bags have made in Ghana portable and spacious bags that are able to carry all that you have over a long period of time without easy wear and tear with value for money.
Marketing Mix (Product, Place, Price, People, Promotion and Process)
Strategies to consider to make Zeti Bags Limited go up above the competition will demand a marketing mix and other strategic factors.
Since there is the situation of cheaper prices from competitors especially imported products from China, Zeti Bags Limited will consider the product line pricing strategy to make variety of products that serve different segments in order to meet them all at affordable prices based on their purchasing power without compromising on quality. Certain features not very necessary for certain segments will be eliminated to reduce cost making variety of products possible.
To meet customers with value for money a unique and special feature addons will be made on Zeti Bags. On of the features is a digital peripheral such as power bank and pen drive connections and slot for accessing emergency power for gadgets and quick accessing of data. Zeti Bags to also have design features that makes it very indigenous and Ghanaian as in the Ghana colours used in various range of bags and others with traditional adinkra symbol decoration. This feature is to spark the sociocultural loyalty and belonging as a Ghanaian to influence buying or become a decider for purchase.
Zeti Bags to make available bags to consumers everywhere through appropriate distribution channels by using agents, wholesalers, distributers and retailers. This is to make Zeti Bags Limited to have visible presence before the targeted consumer everywhere in our segmented areas. A push approach in distribution where Zeti bags Limited will through sales force get the product to the consumer to know about it before he or she begins to think about it.
Advertising and other promotional activities will focus on the unique features of product with special attention to the digital peripherals on the bags with the Ghanaian and traditional mix of design. This will set clear out standing positioning for a difference of brand on the market. The use of Public Relations (PR) activities to churn out positive information for being the No.1 indigenous bags production company in Ghana across various media will go a long way to build good reputation and image for the years ahead. Zeti Bags Limited to have an online brand presence that will serve as a quick access to information on brand via online searches.
The people or customers to be contacted constantly on products available for their perusal to keep track of returning customers. Returning customers can give feedback on experience of product which will help to well structure product and price with proper positioning and distribution.
Customer service to also be considered as a key factor to rise above competition. To make the targeted Ghanaian consumer aware of the product being homemade from Ghana. Customers to be made to feel at home in doing business with Zeti Bags Limited. This will compliment the distribution process by conveying products purchased at wholesale to destinations of customers. Friendly environment of Ghanaian culture to be instilled into the customer service process of Zeti Bags Limited.
IMPLEMENTATION
Product to have different ranges to synchronize with product line price strategy used. Some Zeti bags will have digital peripherals and others will not have but still have all the other good qualities of Zeti bags. Prices can range from GHC 40 to GHC 120. The segmentation captures variety of people with different income, location etc. More older folks and children in primary school whose schools do not allow them to have those functions are not likely to go for digital peripherals on bag which will see them buy at lower prices. Digital peripherals will be targeted at 18 – 40 years who are more digitally oriented based on the can of activities they are involved in.
Promoting Zeti bags based on our main target with full features will see more advertisement on New media (Internet -social media), TV, Magazines and newspapers listed in the order of importance. Short promo on the feel and comfortability with reference to the structure, economic and emotional benefits will be demonstrated by returning customers as a testimonial for Zeti bags Limited.
Most of our target are often hooked unto the internet for the day to day activities. Since most of our target are present online Zeti bags will use e-commerce sites and apps such as www.tonaton.com, olx, jumia and any other relevant online space to sell and market products.
Finance
| Activity | Amount |
| Upgrading Products | 89,000 |
| Promotions | 23,500 |
| Distributions | 18,000 |
| Miscellaneous | 12,000 |
| Total | 142,500 |
EVALUATION
The plan presented are to be evaluated by the goals that established through the strategies used. Various Key Performance Indicators are going to be considered. These are stated below;
Increase of customers between 400 to 600 every month which will reflect in sales
Change the belief and buying behavior of consumers with respect to indigenous Zeti Bags within the targeted period of media promotions.
Optimise Zeti Bags Limited for search engines online (SEO)
With the above stated KPIs assessment will be made to all strategies and tactics to adjust low sides to achieve required goal in the given time.
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