MBA (A

)

[PRINCIPLE OF MARKETING]

Table of Contents
1. 2. 3. 4. 5.

History Introduction of Product Environmental Analysis Market Information System Buying Decision Process Market Segmentation Product/Branding Strategy Needs Identification for Lunching Product Pricing Strategy Distribution Strategy Promotion Mix Conclusion Recommendation

6. 7. 8. 9. 10. 11. 12. 13.

Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

History of Cellular Companies
Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

Telecom Industry is growing in Pakistan, with new companies getting new licenses and competition is much tough because consumers want to achieve the benefits of lower call rates and every company want to gain more consumers by providing lower call rates. With a population of 15 million in country Telecom is one of the best revenue generated Industry. Following are Cellular Companies of Pakistan.

Instaphone
Instaphone introduced Pakistan to mobile telephony in 1991. It was a small cellular company in Pakistan. This cellular company runs AMS network which is the major reason of small number of subscribers nationwide.

Mobilink
Mobilink (GSM) a subsidiary of Orascom Telecom’ started its operation in 1994. Mobilink Pakistan premium cellular company claims to be have 10 million subscribers in all over Pakistan. Mobilink being pioneers of introducing cellular networks in Pakistan established themselves as largest cellular company in Pakistan.

UFONE
UFONE subsidiary of PTCL was established to provide Cellular services across Pakistan in 2001. UFONE expanded its coverage and has added new cities and highways to its coverage network. UFONE now covers over 100 cities and provided the costumer best quality services.

Telenor

Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

Telenor was established to provide GSM services across Pakistan in April 2004, and started its operations in March 2005. Telenor has become the second largest cellular company in Pakistan by providing their facilities over 500 destinations in just a year.

Warid Telecom
Warid is operated by Abu Dhabi Group led by Sheikh Nahayan Mubarak. Warid started it services in Pakistan May 2005. Warid Telecom with low rates capture the market with already giants cellular companies.

Zong Telecom
It is a China mobile company which was established in Pakistan for providing their cellular services. Zong is the first international brand of China mobile company being launched in Pakistan. It is meant to empower and liberate people of Pakistan in every corner of Country.

Contract We will make the contract with all the network companies in Pakistan in which they will provide us the balance in the sim and we sell it to the business customers who have the business of easy load and we keep increasing their sale and give them profit. We will get the 7 percent from the companies on every 100 Rs recharge and we give 3 percent to all the customers and the remaining 4 percent would be our profit.

Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

Ultimate Load Sim
Our product ultimate sim will be a new product in market. Ultimate sim will provide the better facilities for the easy load it is very convenient and very low cost so that every shop keeper can easily purchase the sim. In which you can load in every net work you can load with one mobile set and one sim. With the help of this sim you save your money and get every net work load that you desired and you save your investment. The price of the sim is 700. Business customers choose only product which gave them a margin of profit we will get 7 percent from the companies to increase their sale with the help of our product ultimate load sim and we will give 3 percent to the business costumers and remaining percent will be our profit.

Mission Statement

Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

Environmental Analysis
Following are the major environmental factors which impact on the marketing 1. Micro Environment 2. Macro Environment

Micro Environment
In micro environment the company’s internal environment has a big impact on the marketing ability to serve his customers, Suppliers role is also very important. Distributors, Whole sellers and retailers also affect company’s marketing ability.

Suppliers
The 1st micro environment factor that affects the ultimate sim marketing are the suppliers the suppliers provide the necessary equipments to the ultimate sim to produce its services.

Market Intermediaries
The second micro environment factors that affect the ultimate sim marketing are the marketing intermediaries these include Franchises, Whole sellers, retailers etc are the marketing intermediaries.

Costumers
Our market customers are all shop keepers who have the business of easy load. Customers leave very good impact on the marketing of the ultimate sim, so we mainly targeted business customers who use our ultimate sim for profit purposes.

Competitors
The competitors are one of the most important micro environmental factors but ultimate sim has not any competitor. Our product is new in the market and we have no any competitors because it gives its services to all Cellular Companies. Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

Macro Environment
Demographic environment is also important for company. Pakistan’s economic environment, technological environment like introduction of mobile TV by Telenor and political environment like political uncertainty and government laws, People’s perceptions and point of view about the Ultimate load Sim will also affect Companies ability to serve its customers.

SWOT Analysis of Ultimate Sim
A SWOT (Strengths, Weaknesses, Opportunities, and Threats) is a tool used to provide a general or detailed snapshot of a product health.

Strengths
Following are the vital strengths of Ultimate sim: 1. Ultimate sim is the 1st sim that makes your investments save. 2. Easy to Use. 3. 1st sim that have all network load. 4. The sim which has the power to recharge every net work. 5. Rapid speed of balance transfer easily available.

Weaknesses
1. As it is a new product we will face some difficulties in the start. 2. People have no idea about the Ultimate sim 3. New concept there is no example such sim in the world 4. There is no guaranty of the unity among the companies under the contract of this sim. Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

5. You cannot recharge this sim through a card.

Opportunities
1. 1 Recharge through a phone call. 2. Target international user. 3. Internet recharge service 4. You cannot make a phone call through this sim.

Threats
1. New Telecommunication Company can come in the market. 2. Breach of contract by a party. 3. If a competitor come in the market 4. Behavior of customers 5. New recharge strategy by a company

Market information System
Internal Records
A lot of information is needed to manager from internal record of company. In Ultimate sim all the records are maintained on the daily bases which provide huge information about sales, cash flows, resellers which helps in various strategic decision making like positioning and selection of target markets.

Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

Marketing Intelligence
We use market intelligence to collect the information about the sales, purchases, weaknesses and opportunities about the different cellular companies.

Marketing Research
We will make the marketing research for promoting the sale and business and we will make decision on the behalf of marketing research that what kind of market is suit our product.

Buying decision making process of target customers
Target Costumers
Ultimate sim has been sold to only business customers who purchase our product for purpose of easy load to final consumer. Our product is new product in the market that’s why we have no idea about the buying behavior of people but normally business customers want such a product which give them a margin of profit so it is the first time purchase in market. Our target customers would be the shop keepers who provide the service of recharge.

Buying Decision Process of Ultimate Sim
Every business customer want to get more profit in minimum investment and our product cost is very low that every type of business customer can get the Ultimate sim easily. Ultimate sim make less investment for the business customers because it have every net work option which you can load.

Need Recognition
In the modern age of Telecommunication mobile has become a need of all the people and balance load is one of the essential part for using the telecommunication services. At the first stage we recognize the need of business costumers regarding easy loads Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

Information Search
The conclusion of information research is that people are interested in this product.

Purchase Decision
As people are interested in this product so they will also buy this product.

Quality of the Product
When business customers know about the Ultimate sim because it has every network option for easy load. This is the quality of product that every business customers want to buy the ultimate sim because after purchasing the product you have option of every network which you can load it make less investment that why business customer will must buy the Ultimate sim.

Market segmentation
Different people have different needs therefore market for many products are not homogenous. Different groups of buyers want different benefits from the same products. Companies cannot appeal to all buyers in the market place. Therefore segmentation helps them to build the right relationship with the right customers.

Business Market segmentation
Ultimate load sim is offering the all business customers that have the easy load business. All type of shop keepers and departmental stores. We select the business market because we sell our product only to the business costumers not to the final consumer.

Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

Overall Positioning of Ultimate SIM
Business customers choose only product which gave them a margin of profit we will get 7 percent from the companies to increase their sale with the help of our product ultimate load sim and we will give 3 percent to the business costumers and remaining percent will be our profit.

Products & Services
Following are the bundle of services offered to the business Costumers. 1. One Call Recharge Service 2. Payment Collection of Load at your door 3. Renew the lost ultimate load sim at low cost. 4. All in one balance load system 5. Lower the cost of your business

Superiority of Product
As our product has no competitor so it is benefited to all our business costumers and all the cellular companies because it save your investment and provide much facilities at low cost.

Identifying the Need to Develop and Launch New Product
Strong marketing information system of Cellular companies helps in lunching new product. Company conducts research in order to know the satisfaction and dissatisfaction about the products and services. Company also conducts various surveys to know the demand of costumers and new innovations and technologies also forces company to lunch new products and services for their business customers. Following are the major reasons of lunching the Ultimate load Sim Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

1. There is no similar product like Ultimate Load Sim in the market. 2. Solve the solution of business customers because ultimate sim has the power of recharge balance of all network sim. 3. Less investment causes to more profit. 4. Ultimate load Sim positioned as business product for people so its aim to make people to getting more profit.

Pricing Strategy
Our product price will be700rs. Product is specific for the business customers who have the business of easy load. We charged the lower price of our product that every business customer can buy easily. If we get maximum number of customers automatically our profit will be increase. So we want to produce our product in very low cost that every customer buy our product easily and give us maximum sale. Our product is new in the market so we don’t have any competitors to face.

Mechanism for Changing the Price
In mechanism changing the price in starting our business if we get a large number of customer in few period of time then after some time we will decrease price of Ultimate load sim because more customer buy our product.

Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

Price relation with cost of production
Our fixed cost is 200 and 300 is the variable cost of per sim and the total cost is 500 and we sell the Ultimate Load Sim in 700 so here Total Cost=TC=500 Total Revenue=TR=700 so Profit=TR-TC=500-700=200 We will get the profit 200 in each sim.

Distribution strategy We will distribute our product through distributors. Our distributors would be all around Pakistan. We send our sales man who would sell the sim collect the payment and provide the load to the customers. MARKETING PROMOTION
Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

This subdivision is mainly meant for promotional activities. It includes building an identity for the corporation and brand, managing advertising campaigns, sponsorship, media relations (newspaper coverage, press releases, press conference before launching etc), point of sale material preparation (brochures, tariffs, flyers etc), website management.

Promotional Tool for Ultimate Load Sim
In the modern age of information technology promotion mix plays a vital role in the success of a product. Ultimate load is is using following Promotional tools.

Advertising
We have done persuasive advertising for ultimate Sim which very essential for develop knowledge about it.

Sales Promotion
Short incentive also provided for the promotion of sale and billboards also be used for promoting the sales.

Public Relations
Public relations is very important to obtain favourable publicity so Ultimate sim will have good press and government relations.

Target Audience
Ultimate Load Sim has a clear target audience. Its target audience consists of potential users and current users who gave the easy load facility and living in all small and big cities of Pakistan.

Communication Objectives
Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

Following are the communication objectives of Ultimate Sim.

Awareness and Knowledge
First communication objective of Ultimate Load Sim is to provide information and knowledge to those people of target audience who are totally unaware of this product or who know few things about it.

Liking
Another objective communication is to obtain favorable feelings of target customers about the product.

Conviction
Company is conducting a strong communication strategy to make sure in the minds of target audience that Ultimate Sim is the best solution for easy load.

Purchase
The main and most important communication objective is to promote purchase of Ultimate Load Sim in the market.

Media vehicles
Companies must do more than market good products they have to inform consumers about product benefits and carefully position product in the minds of consumers to do this media play a vital role therefore keeping in mind the importance of media. We uses the best available media vehicles in the market for the promotion of Ultimate Load Sim.

Television
Television is a very important media vehicle due to its good mass market consumption low cost per exposure. We will use this media vehicle for its promotional mix by giving adds on almost all prominent channels of Pakistan like PTV, Geo TV, ARYONE etc.

Radio
Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

We will also use radio as a media vehicle for communicating its offers and services to target audience.

Newspapers
We will also communicate its benefits to general public through News papers like Jung, Khabrain, and The News etc

Internet
Internet is very important media vehicle due high selectivity, interactive capabilities. We will also transfer its benefits and services through Internet.

Conclusion
Submitted TO | Asim Ilyas

MBA (A)

[PRINCIPLE OF MARKETING]

By doing the analysis of cellular companies and due to the problems of easy load it has been found that Ultimate Load Sim is best solution for easy load problem. In our opinion following key market strategies can be make Ultimate Load Sim the most leading load sim of Pakistan. The marketing information system should be very effective. Internal records provided maximum and accurate information which help the marketing management to make correct decisions. The market intelligence should be very strong and provides accurate information about market and environment. The market research department should be very well because it provides company a lot of assistance in knowing market behavior. Ultimate Load Sim should also justified its intended positioning. Although Ultimate Load Sim is the best solution yet the marketing management of company should be improve by entering new segment and continuous product improvement. Placement / Distribution strategy is the backbone of the success for Ultimate Load Sim. Ultimate Load Sim has selected distribution channels on required locations. It has made its product available in almost all locations of Pakistan. We also used its promotional mix effectively and efficiently through excellent delivering of its intended message and benefits offered to current users and potential users by this a favorable positioning has been created in the minds of general public.

Recommendation
Submitted TO | Asim Ilyas

MBA (A) 1.

[PRINCIPLE OF MARKETING]

If we will be the head of marketing department our first preference will be maximization of sale of our product which will be done by focusing towards rural areas of Pakistan because our 71 % population lives in villages. Load Sim can be strength in cities but weak in the rural areas.

2. As a head of marketing department our main focus will be on advertisement of the products because through advertisement we can create more sale of our product.

3. We will conduct presentations in different villages to promote our product.

4. We will take step to proper segmentation of the business market.

5.

We will try to maintain our prices.

6.

We will conduct stalls on bus stops, railway stations, air ports, and different public places.

Submitted TO | Asim Ilyas

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