Marketing Strategy and Plan for Biolite: An In-Depth Analysis

This report presents a detailed marketing strategy and plan for Biolite, a design consulting company specializing in efficient camp stoves and off-grid energy solutions. The report begins with an introduction to Biolite and its product offerings, including home stoves, camp stoves, portable stoves and grills, lighting products, and charging products. It then analyzes the company's marketing mix, including product, price, place, promotion, and people, followed by an in-depth examination of the target market, which includes individuals aged 25-54 with a focus on energy-poor households. The report assesses the competitive landscape, highlighting Biolite's competitive advantages, such as its socially responsible approach and unique technology. The current and future market scenarios are discussed, along with a comprehensive marketing plan, including future 5 Ps and an implementation plan that includes Plan C4i (Command, Communicate, Control, Computers, Intelligence) and a contingency plan. The report concludes with a summary of the key findings and recommendations for Biolite's marketing efforts.

RUNNING HEAD: Marketing strategy and plan 0
Marketing strategy and plan

Marketing strategy and plan 1
Contents
Introduction...........................................................................................................................................2
Products.................................................................................................................................................2
Marketing mix.......................................................................................................................................3
Target market........................................................................................................................................3
Competition...........................................................................................................................................4
Competitive advantage..........................................................................................................................4
Market (now).........................................................................................................................................4
Market (in the future)............................................................................................................................5
Marketing plan......................................................................................................................................5
Implementation plan..............................................................................................................................6
Plan C4i.............................................................................................................................................6
Ideally plan B........................................................................................................................................6
Contingency plan...............................................................................................................................6
Conclusion.............................................................................................................................................7
References.............................................................................................................................................8

Marketing strategy and plan 2
Introduction
Biolite is a design consulting company based in New York. The company provides
the effective solutions to the efficient camp stove. The goal of the Biolite is to produce a
compact design which can burn wood fuel as proficiently as petroleum it can save space and
weight in the packs. The company got attention in October 2012 when free stands were set up
and stoves were used by New Yorkers to charge cell phones while making coffee. This report
comprises the marketing strategy and plan of Biolite. The marketing plan includes the
products, marketing mix and target market of Biolite. The competition faced by the company
is explained along with the competitive advantage. The situation of market in the present and
future is defined. The marketing plan of Biolite is also described in terms of future 5 Ps.
Finally plan C4 I is explained along with the ideally plan B.
Products
The products of Biolite are innovative as explained below:
Home stove: The home stove offers gas like cooking. It transforms the heat of fire into the
functional electricity. It helps in powering a fan and reduces the need of fuel by 50%. The
home stove is capable of cooking meals faster.
Camp stove: It was released in 2012 and mainly used by the outdoor enthusiasts. The camp
store is capable of boiling water in just five minutes. It is smaller in size then Home Stove.
The camp stove is mainly used in the emergency.
Portable stoves and grills: The portable stoves and grills were launched in 2013. These are
designed to function with the Camp Stove. The features comprised are lid for fire
preservation, compact design with foldable legs and travel cover (Grossberg, 2016).
Lighting products: The lighting products of Biolite are easy to install. The set of rechargeable
lights comprised are base lantern XL, power light, base lantern and power light mini.
Charging products: The products sold by Biolite can produce and store electricity for the
USB devices. Solar panel 5, solar panel 5+, charge 20, 30 and 40 are also made by the
Biolite.

Marketing strategy and plan 3
Marketing mix
Product: Biolite delivers what it promises. The company believes in offering best quality. The
revolutionary products are offered by the company which transform the way of cooking. The
product category of company includes home stove, camp stove, portable stoves, grills,
lighting products and charging products.
Price: Biolite charges price more than the competitors due to the higher value. The consumers
are also willing to pay extra charges.
Place: The products of the Biolite are available in the developed countries. The products are
available in the stores which sale outdoor and campaigning equipment. The Biolite products
are also sold online on Amazon and other website (Song, Moon, Chen, & Houston, 2018).
The company has partnership in the emerging markets with the shops and distributors.
Promotion: Biolite has completely different ways of doing business. The company promotes
by using ‘Coupon of the day’. These coupons are valid for the fixed period in which sales can
be made. Tom Hanks is the brand ambassador of the company which also has role in the
marketing (Wu, 2016).
People: Biolite has international network of distributors and retailer partnerships. The mission
to bring energy everywhere is carried out by the people of the organization (Hartsfield,
Johansen, & Knight, 2017).
Target market
The target market of Biolite includes individuals ageing between 25-54. The gender
comprises both male and female. The persons having income more than $24, 000 annually
prefer to buy products of Biolite. On the basis of education, high school and post-secondary
students are catered. The people physically active and outdoorsy prefer to buy the products of
Biolite. The company puts major focus on the energy-poor household as a part of its business
strategy (Hunt S. , 2015 ). The company even hopes to sell stoves and solar home system
between 80, 000-100,000 in the coming years. The company continues to forecast double
sales volume in the coming years. Biolite even targets to convince customers belonging to
remote and unbanked. Such customers can create best opportunities for the company (Davcik
& Sharma, 2016).

Marketing strategy and plan 4
Competition
Biolite faces competition from various industries comprising solar companies and
manufacturers of the traditional camping stoves. The main competitors of the Biolite are First
energy, Afc energy, Energy China, Riddhi Siddhi Gluco Biofs and more. All the competitors
are capable enough in the supplying energy. Biolite is compared to the peer competitors on
the basis of product, quality, price and durability (Jaworski, 2018).
Competitive advantage
The company has gained competitive advantage by being socially responsible. It is
the only company having portable camping stove which is capable of converting heat into the
electrical energy. Biolite provide free source of energy for heat, cooking, electricity and
technology friendly camping experience (Hunt S. D., 2018). The flex light is also offered by
the company with the purchase of every stove. It allows operators to see the food at the time
of cooking in dark. What makes company different is its unique business model, non-reliance
on the fossil fuels, proprietary core technology and the capability to be an on-demand
resource. The company even raised almost $2 million dollars from investors such as
Disruption Innovation Fund (Cross, Belich, & Rudelius, 2015).
Market (now)
Biolite began with the better way to cook with wood. The true focus of the company
is developing energy for the off-grid living. At present, the market of Biolite is not mature, it
is developing over time. The portable products of Biolite comprise everything from hi-tech
fire prints to solar home kits. The products of the company provide clean energy in the
emerging markets. The company have international network of the distributors, retailers and
partnerships. The market of Biolite covers New Zealand, India and Africa. Now, the
company has even released its HomeStove in the U.S market. 2017 has been the remarkable
year for the company. The introduction of new products and markets led to growth. Biolite
claimed of securing $1.8 million in a series financed by the Disruptive Innovation Fund. The
combination of new technology and innovative models led to the efforts enabled 100 million
households to adopt Biolite cook stoves by 2020. The company decided partnership with the
India, Uganda, Ghana and Guatemala in 2012. The company at present works with India,
Kenya and Uganda to conduct marketing activities and sale pilots. The company is also

Marketing strategy and plan 5
working in Ghana with Columbia university’s school of public health for demonstrating pre-
natal health benefits of the products (Flint & Schumann, 2017) .
Market (in the future)
Biolite believes in expanding operations in the future. It is reinventing the grid with
the ecosystem of household energy appliances. The company has planned to double its
market share in the coming years. The company desires to continue with the cheaper and high
quality products. Biolite’s product protects health and planet. The inevitable challenges do
not stop to the continuous growth of the company. The company plans to enhance its product
range by adding kitchen appliances. It even aims to reduce greenhouse gas operations
(Cacciolatti & Lee, 2016). Though, the products of Biolite are becoming complex. It is
making continuous efforts to reduce the carbon intensive in the product mix. It is planned to
use batteries instead of the BioLite wood burning Campstove. On the other side, the company
has planned to expand operations in other parts of the world. Initially the company will sell
products online, once the company get recognition stores will be set up. It has a unique
concept of cooking long with charging equipment which can appeal to the new markets
(Kingsnorth, 2016).
Marketing plan
Product: Biolite aims to enhance upon thermoelectric generator and create power reserve.
The company need to focus on the necessity products then camping luxury products. The
company can even invest in the kitchen appliances in the coming years.
Price: The company will be charging affordable prices for the high quality products. Once it
gains the popularity in the new markets. The prices can be hiked in the future.
Place: Biolite will sell products in the new markets through online retailing as it is a niche
products. Initially the company will sell products through internet in the emerging countries.
Later the stores can be set up for selling products.
Promotion: The company aims to create buzz and spread product awareness. The advertising
will be made through viral marketing and communications. Biolite will share philanthropic
values (Kotler & Armstrong, 2015).

Marketing strategy and plan 6
People: Biolite sets the new target market by focusing on the persons prefer to go on
campaigning. The households of the rural areas will be focused more by the company.
Implementation plan
Plan C4i
Command: The manager of the Biolite command over the teams in the attainment of the
mission. The functions such as command and control will be performed by the arrangement
of personnel, communication, equipment, facilities and procedures employed by a manager.
Such functions are possible to lead by planning, controlling, managing, staffing, directing and
controlling. These also lead to the attainment of the mission. The command comprises
authority and responsibility for the effective use of the accessible resources (Lockrey, 2015).
Communicate: The technologies are used by Biolite to support teams in other countries. The
communication process is used to transport information. Same process is conducted in the
manufacturing process. The manufacturing process of Biolite takes place in India, New York,
U.S, Uganda and Ghana.
Control: The authority commands exercise over the activities of team. The physical or
psychological pressures are used for the teams to assure that the team responds as directed
(Palmatier, Stern, & El-Ansary, 2016).
Computers: The computers are used to maintain data regarding the company. The
communication is made possible with the help of computing.
Intelligence: The product is the outcome of the collection, integration, processing,
investigation, evaluation and understanding of the available information regarding foreign
nations. The information and knowledge about an opponent can be attained through the
observation, analysis, enquiry and understanding.
Ideally plan B
Contingency plan
The contingency plan is helpful to Biolite to protect revenue, profitability and
customer relationships for the upcoming events. The contingency plan comprises factors such

Marketing strategy and plan 7
as awareness, monitor, response and manage. The contingency plan is started with the
awareness of the associated risks. A list of potential vulnerabilities is required to be made in
the marketing program. It focuses on the items which are out of control. For instance, the
variation in the economic conditions can affect the purchasing power of the customers. Once
the vulnerabilities are identified, the conditions are monitored to get warning of increased
risk. The team is monitored to identify the increased risk. The contingency plan set out the
actions to take in the unseen event. The company is required to set prices if competitor
reduces the price. After the completion of plan, it is to be shared with the members of the
team so that they are aware of monitoring risks and responding to unexpected risks (Atwal &
Williams, 2017).
Conclusion
The marketing strategy plan of Biolite is capable of attaining marketing objectives. Biolite
provides the innovative products and simplified the life of people. People can do cooking
anywhere they want whether they are home or at campaigning. Biolite has attained popularity
already in the markets of New Zealand, India and Ghana. The company is making constant
efforts to spread in emerging countries as well. The product category of the company is
capable enough to cater the needs of the customers. The company has attained best
opportunities in the target market. Biolate has competitors but the differentiated products
make it stand away. The company has already expanded in five countries. Biolite is also
making further expansion in the developing countries. The marketing plan, implementation
plan and ideally plan are capable enough for the marketing of the company.

Marketing strategy and plan 8
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