INSTITUTE OF PETROLEUM STUDIES KAMPALA

MARKETING PLAN ASSIGNMENT

ADONG SUZAN M23B01/001

KANSIME SAFINA

BEATRICE

MARKETING PLAN

BACKGROUND

MARKET RESEARCH

To determine which location to serve vexon graphic graphic design and printing company first gathered
secondary data on competition, how stable the political environment, market size, consumer income.

Vexon graphic design and printing company gathered primary data on small sized businesses on how
they would like to see vexon graphic design and printing company, operation system and what features
they would want the service to have. This was done through a combination of focus groups which
comprised of cafes and restaurants, medical centres, secondary and primary schools(private). Surveys
were distributed via e-mail with a goal of gaining responses from both businesses. All the data was
analysed to form a complete picture of what vexon graphic design and printing company will be now ,
maybe in future and research also revealed the following findings;

 In general there seems to be a greater demand for high quality graphic design and print outs
because the existing graphic design and printing companies produce poor or low quality output.
 The environment is politically stable to do business.
 There is a “sweet spot” in income level among primary and secondary schools (private) , café
and restaurants , they are wealthy enough to afford vexon graphic design and printing company
service.

MARKETING GOALS AND OBJECTIVES

Vision: To create inspirational graphic images that can release a sense of pride in anyone’s life.

GOAL
To be the preferred provider of high-quality graphic design and printouts

OBJECTIVES;

To attain a market share of 10% for a given period of 1-9 months

To create brand awareness of vexon graphic design and printing company into sales for a given period of
1-6 months

To grow digital presence of our company for a given period of 1-7 months

TARGET MARKET

NOTE: graphic design is a versatile field and can be used to different market

The market demand of graphic design can easily be categorised as follows;

School schools(private)

Primary school(private)

Café and restaurants

Medical centres

Online retailers

Of all possible segments vexon graphic design and printing company has identified three high potential
customers that could be vexon graphic design customers;

Secondary schools (private)with annual income

Primary schools(private)with annual income

Café and restaurant with annual income

MARKET STRATEGY

Market share; Vexon graphic design and printing company will introduce a new product, innovative
graphic designs using penetration pricing, extensive advertising and expanded distribution in order to
increase our revenue and growth rate.

Brand awareness; vexon graphic and designing company wiillstart up referral programs that is to stay if a
customer refers to a friend about our company, he/she will receive 10% discount, taking part in brand
partnership, creating and sharing able infographics and websites in order to increase sales

Through maintain media presence since it costs nothing to create a profile or a page on top social media
channels and we will post updates regularly so as to reach a wider audience.

COMPETITIVE ANALYSIS
Although there are 3 competitors in this market in Ggaba that is to say keithmund expressions Artistic
and media dealing; videography, printing, graphic designing and photography

Sheila Nabukeera graphic designer and planet Z computing limited. Sheila Nabukeera and Keithmund
expressions are strong competitors and planet z computing limited is strong at lowering price and uses
fewer distributive channels. However, there is considerable opportunity for new entrants.

SWOT ANALYSIS

SWOT analysis is an established instrument that helps to analyse company’s internal and external
environment. According to this method, company’s strategy is formulated on the basis of internal
strength and weakness and external opportunities and threats. SWOT analysis is an extremely powerful
tool because it helps to identify priorities and create a common vision of achieving the goals set.

Below is the SWOT analysis for Vexon graphic and designing company;

Strength;

 Strong to create innovative production methods which provide the potential sale of graphic
design hence leading to an increase in the market share.
 High brand awareness through referral programs, campaigns, creating of websites among others
which familiarize the customers of new product and differentiate it from competition.
 Global reach; a properly planned and well targeted digital marketing campaign can reach the
right customers at a lower cost than traditional marketing methods.

Weakness;

 Time management
 Lack of communication skill
 Fear of criticism

Opportunities;

 Large market
 Consumer demand for innovative graphic design product
 More partnership programs with other graphic designers
 Possibility to increase market share in unique selling product like holographic features

Threats;

 Competition from other brands

 Possibility of new market entries.

MARKETING MIX

Product:

We will introduce between 30to 40 different unique selling product (graphic design) in the first year. One
of the quarter of these will have holographic features and we will design a series of unusual shapes for the
market segment under café and restaurant industry when it comes to designing café and restaurant menus
for example several of these will be geometric hexagon, oval and diamond. for younger ages(primary
schools) our technology allows the design of graphics in the shapes of cartoon character face.

Price;

ORDER(ITEM) QUANTITY DESINGING PRINTING COSTS

COSTS (shs) (shs)
Business card 1 20,000 500
Birthday 1 20,000 500
Poster 1 20,000 500
Menu 1 20,000 500
brochure 1 20,000 500

Place;

Online market includes the following;

 Redbubble; is an online market place where you upload your designs and illustrations where
customers can search designs based on the product they want.
 Gum road; is an e-commerce site that allows artists and designers to sell digital products to new
clients.
 Selling to stock websites.
 Selling to our company website.
Physical market;

Promotion;

 Direct mailing is the best way to speak directly to our audience through sending several
marketing pieces throughout the 6month period and this will contribute to our branding efforts as
seen below;

Weeks (1-6) month Promotion to boast up our branding effects

Week one By sending post cards to our mailing list
customers by offering a free conceptual drawing
that depicts how our websites would look like and
how it will function.
Week six By sending flyers containing print design work
Week 12 By sending a booklet containing details of our
website and how it will operate
Week18 By sending calendars with complete colour
photos, helpful hints and reminders for graphic
 design services
Week24 By sending greeting cards to everyone who
responded to our campaign with valuable coupon
to express our appreciation.

 Advertisements; through deploying adverts online market,” streetside campaign” by giving out
flyers and posters about our company to passer-by, in schools, medical centres among others.
 Follow up; we will use the test, track and tweak method so as to follow up our customers for
example before we will launch a massive direct -mailing marketing, we will always first test the
variable of our headline, design, copy and offer it to our small subsets of mailing list customers
and see what will yield the best response rate.

MARKETING BUDGET

THE FINACIAL BUDGET YEAR OF 1STAUGUST 2023 TO 1STAUGUST2024

BUDGET ITEM AMOUNT(SHS)

PLANNED INCOME
Personal savings 800,000
Family members 500,000
PLANED EXPENSES (direct costs)
Ream of paper
Printer
rent
INDIERCT COSTS
Transport
Electricity
Packaging product
Ink
Saving for emergences
TOTAL EXPENSES Income -expenses(I-E)

PERFORMANCE ANALYSIS