Professional Documents
Culture Documents
W e take the honor and ecstasy in submitting the concise and concrete
marketing plan of establishing an ISP in Pakistan, which serves as a basis and
covers the fundamental aspects of marketing an ISP.
While visualizing the mission of the company, we have set down the extensive
objectives and for the execution of those objectives, the strategies are designed.
In this context a detail scenario of ISP and Telecom industry, its scope, the
current market situation, product and competitors are stated. As there are a lot
of ISPs working in Pakistan so we have also included the complete SWOT
analysis of ISP industry.
Moreover a vast analysis of market segments, market trends, user demand and
market share of different contenders are given.
We have included the insertion plan; a complete media plan which include
where to advertise and when to advertise our new ISP. In the end, cash flow
and profit & loss statement are in the homework of the plan.
(Group Members)
Preface of EOL
EOL ISP, the suggested name of our ISP will be a leading ISP in Pakistan in
the vicinity of time. Its command center is currently situated at Gulberg Lahore.
From Lahore it will diffuse to the other city of Pakistan especially Karachi and
Islamabad.
EOL Net offers Total Internet Services to its patrons. Under the well-
established brand name of EOL, we deliver Dial-Up Internet, Broadband and
Data access services to our customers.
With ever expanding horizons, EOL Net aims to be the largest Internet Service
Provider in the country with features and facilities like 24-hour technical
assistance, 7 days a week, best modem to user ratio preventing busy signals,
powerful, direct connection via satellite to the Internet backbone, firewall
security features to safeguard against hackers. EOL Net with approximately
256Mbps bandwidth countrywide and approximately 18000 dialup ports at
present is completely geared towards providing customers with timely, reliable,
superior services and solutions.
We take pride in introducing a new service from the most reliable platform for
Internet and Data Communication in the country. EOL Net is a leading Internet
and Data Communication company that is focused on empowering businesses
with cutting edge technology. We are focused on delivering high-quality
services and solutions in many critical domains. The synergistic effect of its
familiarity, expertise and quality has helped to boost.
EOL Net offers DSL technology, enables much higher speeds ranging from 64
Kbps to 2 Mbps across the telephone lines from our Network Center to
customer’s office premises.
Why pick this name
Here we have exploited the name of our ISP the “EOL Net (Eye Online)”
because
Mission Statement
“Create and maximize value and opportunity. To be the leading, innovative and
dynamically growing organization in the information technology and
communication sectors so as to: deliver superior & sustained value, to achieve
total customer satisfaction; and become the employer of choice.”
Objectives
EOL Net will establish a reputation for quality work and plans to continue to
enhance its image in the industry. The company seeks to become a well-known
and respected provider of advanced network solutions by:
Services it will offer
EOL Net provides services like Web hosting, domain registration, shared,
leased and committed bandwidth solutions services to the corporate sector.
Some of the services are as follows:
→ ISDN Services
→ Wireless Solutions
Technical services
EOL Net also provides the following technical services to its users.
Speeds up to 140 times faster than the fastest analog modems available today.
Both large enterprises and SME’s have adopted DSL connectivity in large
numbers during past three years in Pakistan and have a promising future.
Budget prearranged
The budget which available to us, is up to 30.0 million rupees which will be
allotted for the following activities:
→ Outdoor Advertising.
→ Event Management.
Tactics to be adopted
As a customer-oriented company, EOL Net offers total Internet Solutions for
the business and family alike with facilities such as 24-hour, 7 days a week
technical assistance, best modem-to-user ratio to prevent busy signals,
powerful, direct connection via satellite to the Internet backbone, and firewall
security to safeguard against hackers.
To maintain this effort we will follow the following tactics with respect to gain
the competitive advantage in such a volatile environment. Our strategies will
cover the following fields:
→ Marketing Strategies
The company will leverage its discounted services to help provide secondary
income streams. For instance, the company plans to launch free email services,
business directories, and other similar services which will attract current and
potential customers to our Web pages. These "page views" will be used to
generate advertising revenue, as well as increase exposure of our own products
and services.
EOL NET will be able to surpass in the market because the company is small,
highly focused, and motivated. The company can retort quickly to changing
opportunities and take advantage of the latest technologies.
The company plans to expand its marketing efforts, service offerings, and
production. It is predicted that additional services will be offered and more
personnel hired within 30 days of initial capital funding. EOL NET plans to
exploit on the following areas of growth:
To provoke sales, the company uses direct marketing, computer reseller and
repair facilities, and high-traffic areas (e.g. store checkout stands).
Media Advertising Strategies:-
Marketing initiatives will focus on four areas: Server Hotel facilities, Web
hosting, dialup access, and content provision. Marketing activities will be
concentrated in the following categories:
Competitive Analysis
Current Situation Analysis:-
Before starting a new business it is very necessary to know the big and
small players of that particular filed. In this connection current market
situation of that field should be examined. Current market situation is
based on the factors like Market, Product and Competitors .So the
current market condition with reference to internet in Pakistan is as
follows.
These five driving forces are analyzed as low, medium or high in strength.
Rivalry among the existing firms (WOL, High every firm is striving for the quality
Brain, Cybernet, Paknet etc) service
Competitors Analysis
As there are a lot of ISPs in Pakistan but the main competitors of our ISP are
the:
• Cybernet
• Brain net
• WOL
Cybernet:-
CYBERNET is the largest Internet and Data Communication Network Service
Provider in Pakistan. The company offers various services to the corporate and
consumer sectors and it is exploring the possibilities to extend several other
unique online services to its over 350,000 valued customers.
Since its commencement in March 1997, in the city of Karachi, having its share
of trials and tribulations, Cyber.Net has made a name for itself as one of the
leading ISP's in the country. A group company of the Lakson Group of
Companies, Cyber.Net has maintained the tradition of dedication and service
par excellence, which has been, and continues to be, its motto.
Cyber.Net offers Total Internet Solutions for the business and family alike.
With ever expanding horizons, Cyber.Net aims to be the largest Internet
Service Provider in the country with features and facilities like 24-hour
technical assistance, 7 days a week, best modem to user ratio preventing busy
signals, powerful, direct connection via satellite to the Internet backbone,
firewall security features to safeguard against hackers. Cyber.Net with
approximately 280Mbps bandwidth countrywide and approximately 18000
dialup ports at present is completely geared towards providing customers with
timely, reliable, superior services and solutions.
Brain Net:-
Brain NET is pioneer in Internet Service industry in Pakistan and considered to
be largest Internet service provider with greater geographical coverage and vast
range of internet solutions for consumer and corporate sector.
Being a Group of companies; Brain Computers was started back in 1982 with
successful business of selling computer hardware solutions. In 1992 Brain has
an honor of innovating emailing system first time in Pakistan history and
received a lot of appreciation. In 1996 Brain incorporated Brain NET to
commence Internet Services and retained an honor of First Internet Service
Provider of Pakistan.
Being pioneer in ISP industry, we always stood ahead all in innovating
solutions. Brain has got largest Optical Fiber network in Lahore over which top
IT companies are subscribed to. We are also been granted Local Loop License
(LLC) by Pakistan Telecommunication Authority (PTA) to run Telecom
operations with in Lahore region under BrainTEL.
WOL:-
World Online (Internet Lifestyle)
WOL currently employs more than 200 engineers and business graduates from
leading universities like MIT, Harvard, BU, LUMS and FAST. WOL is the
group company of one of the largest business groups of Pakistan, The Shafi
Group, which consists of nine different ventures in leather, chemical, leasing
and IT industry and employs more than 1500 people with annual exports of
US$ 100+ million.
WOL is focused at providing you with maximum value for your money by not
just offering Internet connectivity but providing you with Internet solutions
along with differentiated features.
Their Objective:-
To attain market leadership and expansion in the IT and communication sectors
by leveraging ISP/ASP, Data Networking and Software capabilities.
Their Mission:-
To become leader in innovation and contribute IT awareness towards society.
To be dynamically growing organization in ISPs and telecom industry by
achieving
They are using different augmented services like excellent customer feedback
and excellent handling of customer’s inquiries to satisfy their needs
Weaknesses:-
While there are many aspects of this technology which provide
considerable benefits, the technology is still very young and problems
remain. The following paragraph looks at some of the weaknesses of this
technology and their consequences.
Opportunities:-
• Internet awareness is still in the growth process as people
becoming familiar more and more with the passage of time.
Threats:-
• A commercial threat may be posed if the company is
slow to incorporate new technologies compared to its main
competitors. Revenue generated through E-Commerce is
expected to rise sharply over the next few years and IP
Telephony and CTI (Computer Telephony Integration)
techniques provide a new way of attracting business and
customers
Logo
With reference to our ISP name EOL we use the following logo.
I ONLINE
1. This logo creates the awareness about our ISP name EOL.
Hence it proves very helpful in creating awareness among the
users.
The round spot in the eclipse shows the movement of information in the world.
Tagline:-
Tagline is the last sentence or the short statement at the end of TVC.
Why to use
We have used this tagline because when the internet users came to know about
our advertisements they clearly distinguish us as a high speed internet service
provider.
Unique Selling Proposition:-
As we want to become the leading ISP in Pakistan, it shows our competitive
edge to over competitors.
Our USP is
Why to Use
We have used this unique selling proposition because it shows our competitive
edge to our competitors.
Segmentation:-
Segmentation is the process of dividing the whole market in different segments
which are homogenous within the segment and heterogeneous outside.
Cybernet has segmented its market on the basis of:
Geographic Segmentation:-
Geographically we will first cover the whole market of Lahore and then move
to the market of Karachi, Islamabad
Demographic Segmentation:-
On the basis of demographic we first segmented our corporate users in the core
segment and then students on the secondary segment.
Target market:-
After segmentation the second thing is to serve the target customers so EOL net
targeted the:
Positioning:-
As our primary target market is corporate sector and secondary target market is
the consumer from upper and Middle class so we positioned our services in the
mind of target market through providing ultimate internet speed.
Four P'S
Product Strategy:-
As our ISP is a service based company and it provides the service of internet,
so our service strategies are as follows.
Services
EOL Net provides services like Web hosting, domain registration, shared,
leased and committed bandwidth solutions services to the corporate sector.
Some of the services are as follows:
• ISDN Services
• Video Conferencing
• Wireless Solutions
• Web-Hosting Services
• Application Hosting
• FTP Services
Performance:
Reliability
Durability
We make our service durable by giving the users quality efforts to improve
their satisfaction at reasonable cost.
Pricing Strategy:-
Price is one of the revenue generating elements of the traditional marketing
mix, and price premiums are one of the most important equity benefits of
creating brand awareness and strong, favorable and unique brand associations.
To set the price consumer perception and value of the product should be kept in
mind.
• EOL Better has 5 hours in only 10 rupees while EOL Best card
having 12 hours in only 20 rupees.
Distribution strategy:-
The manner by which a product is sold or distributed can have a profound
impact on the resulting equity and ultimate sales success of a brand.
Channel strategy involves the how many channels are used for the distribution
of products and services.
There are mainly two channels are used for this purpose:
We will use both these types of channels like we are serving to the corporate
through direct channel by rendering them the service of DSL
And for serving the home users and students we use Dealers network.
Promotions Strategy:-
We will use print media and outdoor advertising for its promotion. However in
spite of this we will also use many tools in its promotion like:
(a) Publicity
Live Concert
(f) Radio
We are initially going to launch our ISP through Outdoor and print media
advertisement.
Every segment of launch stage, there are two types of activities i.e. ABL
(Above the Line Activities) and BTL (Below the Line Activities) that
will be on road time to time which will create the pull and push of
product in the market accordingly. These all activities are designed and
developed the keeping in mind both aspect i.e. B2B and B2C (Business
to Business and Business to Consumer) which will be enforcing directly
and indirectly to target market and will get desired results.
Moreover there are details of these activities in the end which also clear
the picture of this Media Plan for further understanding.
EOL Net
Launching Strategy Brief:-
• EOL Net is going to be an ISP which will provide fast internet
services to users at affordable rate and our strength will be
customer satisfaction
Objectives:-
• To introduce Fast Internet services in Pakistan
OVERALL STRATEGY:-
• We will launch the “EOL Net” by aggressive publicity through
direct marketing, personal selling.
• Once this has been achieved the Publicity of the service should
then be reinforced through advertisement.
PRE-LAUNCH:-
• Choice Of Brand name for the Internet service, that is we have
chosen “EOL Net”
LAUNCH:-
• Ads in DAWN, BUSINESS RECORDER, JANG, AURORA
MEDIA
The awareness campaign should be run on the Following media:
• Newspapers
• IT Magazines
• Hoardings
Post Launch
• Direct marketing by sending the sales force to multinational
and national organizations
MEDIA
The awareness campaign should be run on the Following media:
• Newspapers
• IT Magazines
• Hoardings
• Radio
• Cable
Publications
The newspaper that we suggest for the advertisements are:
• Dawn
• Jang
• Business Recorder
Magazines:
• Aurora
• Net Mag
• Jang Sunday Magazine
• Spider
• Dawn Mag
Advertising:-
• A series of print ads should be developed for targeted
placement
At Lahore
• PU Campus bridge
• Davis Road
• Mall Road
• Chauberji square
Why to choose
We have used these areas for the following reasons
Our secondary target market is the student so hoardings at Chauberji square and
PU Campus Bridge will entertain the students.
TOTAL 19,627,386Rs
Total 4,600,800Rs
Pre Launch Activities
For the Month of March 2007
Cost
Size of Days to Place the
Position of Hoardings
Hoardings hoardings
Rs.
Total 1,208,320Rs
Launch Activities
For the Month of April 2007
Total 1,812,480Rs
Post Launch Activities
For the Remaining ten months from May, 07 to February 2008
Electronic Media:-
We have planned to use two media for this purpose:
• Radio
• Cable Television
Radio
For Radio we plan to run the following massage at Fm 101and Fm 89
Why to Choose
We have plan to choose these stations because
Script
High speed connectivity is no longer a problem now.
Just connect yourself through EOL Net and take the pleasure to
move along the full and quick stream of information.
Cable Network
We plan to choose the three cable operators at Lahore
1. NBC
2. World call
3. Star
Why to choose
We have used cable network because
2. It is inexpensive media
3. Corporate people and students too take keen interest to view the
cable programs
Script
The same script as for the radio will run on the cables throughout the year in
the form of news run along the Sports Program and along the news session.
Just connect yourself through EXCEL Net and take the pleasure to
move along the full and quick stream of information.
Cash Flow
.
Total 30,008,186 Rs
Launch Activities
Jul- Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- May- Jun-
Month 07 Aug-07 07 07 07 07 08 08 08 08 08 08 Total
Launch Activities
BTL Activities
Music
Concert+Conference 1,250,000 1,250,000
5 Hoardings in Lhr
of size 10x20 1,812,480 1,812,480
ATL Activities
Campaigns in News
papers+Magz 6,334,300 6,334,300
POS (Printing)
Leaflets, Brouchers
or flyers 500,000 500,000
Radio FM 101, FM
106.2, FM 89 113,000 113,000
Production Cost
Designing cost of
press ad
Designing cost of
Magazines
Designing Cost of
Hoardings
Designing Cost of
POS Material
Radio/Cable TV
Script writing
10,459,780 10,459,780
Total Cost
Graphical Presentation of Cash Flow
Pre Launch Activities:-
Launch Activities:-
Post Launch Activities:-
Over all Cash Flow (Month Wise)
Business Promotion Plan:-
In order to promote the business different promotional tools are adopted.
For this purpose we plan to adopt the following tools.
1. Event Management
2. Personal Selling
Event Management
In event management we will do the following activities.
Personal Selling:-
We plan to make extensive personal selling. For this purpose we plan to
hire a sales manager having the following qualities.
1. Motivation
4. Ambition
5. Human interaction
6. Persuasiveness
7. Behavior Flexibility
8. Intellectual ability
9. Personal impact
5. Sales Evaluation