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Primary Target Market and MARKETING PLAN

Primary Target Market and MARKETING PLAN

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Published by USMAN

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Published by: USMAN on Dec 26, 2009
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07/29/2010

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PRIMARY TARGET MARKET;
 After a rigorous market survey by our team about what should be our primary target market for ourbrand of cloth, since the category of lawn that we have planned to produce will be used at casualoccasions so it will not be that much costly as our other brands do. Our N&M brand of lawn for theupcoming Summer Season would specifically target those females that prefer wearing casual ShalwarQameez at home as well as at family functions. Considering this fact, we will be targeting the followingmajor classes of the society:
Lower
Middle Class:
W
e will be targeting
 
the lower middle class of the society
 
having thedisposable Income of at least 5,000 per month a single family
.
Middle Class:
W
e will also be targeting the Middle class of the society having disposableincome of at least 10,000 per month a single family
.
 UPPER MIDDLE CLASS:
The upper middle class includes the people having disposable income of about 25,000 per month a single medium size family.
 
D
ISPOSABLE INCOME
:
T
he amount of income left to an individual after taxes have been paid, Available for either saving or spending as per need.
 
SECON
D
 ARY TARGETS MARKETS:
T
he secondary target markets will be those which we will not be directly targeting at with ourbrands advertisements but they will also be kept under consideration will designing our advertising andmarketing campaigns.
W
ith respect to this N&M brand of lawn our secondary target market will be
W
orking
W
omen as well as for export purposes. Since our special focus is on quality assurance for ourcustomers so our brand is very much competent to get a warm welcome from the Global Community.
W
ehave planned to export our brand to Gulf countries, India and Middle East.
 
 
MARKETING PLAN:
Generally a Marketing strategy is a process that can allow an organization to concentrate its limitedresources on the greatest opportunities to increase sales and achieve a sustainable competitiveadvantage. A marketing strategy should be centered around the key concept that customer satisfaction isthe main goal.
SWOT ANALYSIS:
STRENGTHS:
T
he main strengths of our N&M brand of Lawn is its Durability and synergy of color and design.
T
hiswill enable our selves to remain upfront our comptetors.
WEAKNESSES:
 
Currently the only weakness conflicting our brand is its new entry in the market.our brand still needsto be taken by the customers seriously. Once our brand is taken up by the customers, they will definitelyappreciate it but we need to start from crunch.
THREAT:
Our greatest threat at the moment is the ability to handle competition. Since we have launched thisnew brand for summer, so if any other competitor enters the market with same product, that will be agreat challenge for us to compete with them.
OPPORTUNITIES:
Considering the qualities and characteristics of our brand, we have firm belief that the coming summerwill be ground breaking success for N&M. there is some untapped market that we can capture andbecome leader in that market.
MARKETING MIX:
T
he Marketing Mix model (also known as the 4 Ps) can be used by marketers as a tool to assist in implementing theMarketing strategy. M. managers use this method to attempt to generate the optimal response in the target market byblending 4 (or 5, or 7) variables in an optimal way.
 
F
ollowing are the 4 Ps of marketing:
PRO
D
UCT:
T
he product that we are offering is the best of its kind. Considering the particular needs of our potentialcustomers we have come up with innovative and soothing color combinations that will be a life timeexperience wearing the original colors.
PRICING:
W
e have paid special attention to our pricing of our product.
W
e have considered the purchasing powerof all the classes of the society, their and priorities.
T
he main component of cost of our Lawn is thequality of the thread that we use in making our master pieces. But still out brand is very much within thereach of our customers
PLACE:
Our brand will be serving our customers in all the major markets of the cities of country. Primarily wehave opened our outlets in the Jinnah Super Market at Islamabad.
W
e have also plans of SponsoringBoutiques at major Commercials hubs of the country, just to make our product available to all thecustomers.
PROMOTION:
W
e will be using different advertisement mediums to promote our N&M brand of lawn. Currently we aredisplaying advertisements on print media such as newspapers,
F
ashion magazines, billboards etc. but weare also considering
TV
Commercials and
F
ashion shows at women colleges and Concerts to remain stepahead of competitors.
W
e focus on direct selling from our own stores instead of involving retailers orother channel members.
SEGMENTATION:
Segmentation refers to divide a market by a strategy directed at gaining a major portion of sales to asubgroup in a category, rather than a more limited share of purchases by all category users.Instead of marketing what is easiest to our market, we have segmented the market to different categories depending on different variables and considering the needs of those specific segments.
W
ehave applied our creativeness more intelligently to people and their needs and wants instead of product.Given under are the segments made on the basis of various characteristics of the consumers.

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