This paper focused on the application of marketing management concepts in product oriented engineering establishments where the introduction of a new product, bio coal was studied. The Porter’s generic studies were assumed and applied during the market analysis to ensure positive product impact in the market. Superstar marketing was adopted as the market penetration strategy to capture many customers. The Marketing Management Information System (MMIS) was adopted as a tool for effective bio coal marketing.
Keywords: Bio coal, marketing management, MMIS, product marketing cycle