SERVICE MAREKTING PLAN

INTRODUCTION
The Project A Pvt. Ltd.(Project A Studios) is a company specializing in Event management and
Promotion (advertising). It is the mission of Project A Studios to provide comprehensive
marketing consultation and creation of advertising campaigns for the corporate clients. It is our
long-term goal to become the preferred advertising agency for companies nationwide. Our firm
is not interested in simply producing a service for our clients. We believe in creating a long-term
relationship with them so that the delivery of their message becomes a seamless, thought-
provoking experience that engenders action.
Similarly, Project A Studios believes in community, in values and social responsibilities. We as a
company tend to focus our organized events upon those factors. We see what the event has to
offer to the community rather than a bunch of people or with the intention of higher returns.
Given the fact that weve been successfully organizing charity events, school level college
level events and others we can proudly say that we are the only event management/organizing
company to focus on social responsibilities as of now.


1 SITUATIONAL ANALYSIS
The advertising industry is at the moment, an unfulfilled market with demand greater than
supply. Many organizations have found that only the largest and most expensive advertising
agencies will enter into contracts with Big companies or those companies who can afford it and
the rest ends up with pathetic advertising campaigns and promotional activities either lead by
some ineffective agencies or the company itself.
The event industry is crowded with large number of event management companies. However, the
recent observation shows that most of the event organizing companies exits the market within a
year or in few months in some cases. However, Project A believes in community, in values and
social responsibilities. We as a company tend to focus our organized events upon those factors.
We see what the event has to offer to the community rather than a bunch of people or with the
intention of just entertainment and higher returns. Given the fact that weve been successfully
organizing charity events, school level college level events and others we can proudly say that
we are the only events management/organizing company to focus on social responsibilities as of
now.
Project A believes that the greatest threat at the moment is in new entrants to the market who will
also perceive this opportunity. The most likely entrants will be pre-existing advertising agencies
wishing to horizontally integrate and enter new sub-markets and existing event organizing
companies realizing their CSR. However, the one major disadvantage to new entrants is that all
firms engaged in contracting to advertising agencies face significant switching costs when
bringing on a new advertising partner.
Rivalry among different advertising agencies as stated before is quite intense. Most of the largest
agencies are mutually dependent when it comes to jockeying for position and market share. The
fact that there are so many diverse and seemingly "generic" or general advertising agencies
makes this a cutthroat industry.
The threat of clients backwardly integrating so as to have all their advertising done in-house is
one of the major factors that buyers use to indirectly control price in this industry, and increase
competition among firms. This must always be foremost in the minds of Project A Studios
management when offering services and setting prices.

1.1 CURRENT MARKETING SITUATION
The current marketing situation in Nepal has changed from conventional marketing to internet
marketing. Most of the organization and media houses are giving focus to social media
campaign, which has become one the cheapest form of marketing these days. Marketers are also
squeezed to product content while marketing. Also with the surprising many media houses are
rediscovering the traditional media and wants to more and more advantage from it.
1.2 MARKET DESCRIPTION
The volume of Nepali advertisement market has crossed Rs 4.50 billion due to the rise in trend of
promoting goods and services. The volume of advertisement market including that in print and
electronic media, online and outdoor has crossed Rs 4.50 billion in the fiscal year 2069/70 with a
growth of Rs 200 million in comparison to the preceding year, according to the Advertising
Association of Nepal (AAN). It is expected to rise beyond Rs 5 billion during the current fiscal
year.
The volume has increased in the last year despite many problems in the advertisement market.
We have estimated that it will grow further in the current fiscal year, AAN President Rajkumar
Bhattarai stated. A whopping 47 percent of the advertisement pie is shared by the print media, 25
percent by television stations, 17 percent by radio stations and the rest 11 percent by outdoor
advertisements. September and October are the months with the highest flow of advertisements
while December and January the lowest, according to Bhattarai. The trend of rise in
advertisements of multi-national companies have also increased, he said. The period starting
from a month ahead of Dashain till Tihar sees the most number of advertisements
published/broadcast and produced.
The Nepali advertisement market is growing by around 10-15 percent every year, according to
AAN. Service sector contributes 60 percent to the industry and goods 40 percent. Banks,
financial institutions, insurance companies, telecom companies, schools, colleges and manpower
agencies in the service sector have increased advertisements. Advertisement of service sector is
more in print, electronic and outdoor with the most pressure in print media, according to the
advertising agencies.
Project A Studios will be concentrating on three main types of companies; Small companies,
newly established companies and non-profit organizations. This is because these types of
organizations have the greatest needs for promotional activities, advertisements and event.
With the greater capitalization of such agencies, we are seeing a widening gap between these
organizations needs and what conventional advertising companies can provide.
An analysis of the market using the five forces of profitability indicates that there will be a short
time where growth of market share and profitability will be extremely high while demand
outstrips supply. As new entrants move into the market this opportunity will disappear. This is
the time for Project A Studios to create its reputation and niche in the industry.
1.3 SERVICE DESCRIPTION AND REVIEW
Project A Studios offers a complete, custom advertising campaign that covers all audio-visual
and printed media as well as a complete event management solution for clients regarding their
various business needs. Examples for advertising campaign includes radio and television ads,
billboards, building advertisements, brochures, direct mailing, business cards, etc. and examples
of event management includes product launch , seminars, conference etc. Our proven and
effective seven step process to building a winning campaign incudes the following:
Initial consultation.
Analysis of nonprofit's goals and target market demographics.
Planning.
Creation of streamlined and custom advertising campaigns based on needs.
Total design work of all audio-visual/printed advertising tools.
Implementation (usually through subcontractors).
Follow-up analysis.
Each project is customized to our client and its scope, length, depth, reach, and cost are
unique.

1.4 COMPETITIVE REVIEW
Competition includes all potential advertising agencies that are willing to accept contracts and
organizations that handle all their advertising in-house. Practically speaking, this means the
largest advertising agencies such as Thompsons, mice ad, Prisma, Max ad and other large,
nationwide agencies that hold significant market share. The advertising agency industry is highly
fragmented, with a large number of small companies that mainly cater to small firms and a few
large companies that seek the largest contracts from companies such as Ncell, Surya Group,
Chaudhary group, etc. This makes competition within the industry very intense. Through our
niche strategy we intend to avoid such a debilitating environment and avoid its drawbacks such
as price wars, etc.

1.5 SWOT ANALYSIS
Strength
Experience and expertise in the field
Good public and corporate relationship
Foreign tie-up
Weakness
Firm is new to the market place
Human resources are not been maximized within the firm
Not equipped with latest technology
Opportunity
The industry is growing with 10-12 % annually
Small business houses and firm are contributing to media industry.
Focuses on community based media generation of revenue
Threat
Entry of big MNC players in the local market
Unhealthy price competition between the firms
Shrinking economy of the country.

1.6 OBJECTIVES AND ISSUES
The three year goals for Project A Studios are the following:
Achieve break-even by Year 2.
Establish a minimum of 95% customer satisfaction rate to establish long-term relationships with
our clients and create word-of-mouth marketing.