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Presented by


Dilavar Khan SP10-MBA-
176

Nazir Ahmed Haleemi SP10-
MBA-175

Zulqarnain Haider SP10-
MBA-169

Syed Muhammad Asif SP10-
MBA-177

Farooq Ahmed SP10-
Executive Summary
Ø Our project is about the development of new product. Our new
product is AD MAG Magazine which is price free for its
ultimate consumers or readers. For this purpose we took help
from our teacher. First of all we developed the idea and for the
completion of that idea we allocated budget for different
activities which were performed in the development of AD
MAG.
Ø
Ø We discussed strategies for our product advertisement and
promotion. We have selected the Niche marketing strategy,
because we have to attract the product and service providing
companies already operational in Rawalpindi and
Islamabad.
Ø
Ø Advertising
Ø Sales Promotion
Ø Publicity & PR
Ø Sales Force
Ø Direct Marketing
Introduction
Ø

Ø We have recently incorporated a new


company AD HOME Pvt (Ltd). We are
going to launch a new advertising
magazine AD MAG in our target market
to facilitate companies and businesses in
advertising.
Ø
Mission Statement
Ø Providing best quality services with suitable
price”
Ø We are committed to customer satisfaction
through offering high quality experiences
with exceptional service and good value.
Ø We take great pride in serving each other,
our customers and our communities.
Ø We seek continuous improvement in all that
we do.
Vision Statement


Ø“Making AD MAG every
product requirement”
A summary of the Current
Situation
Ø
Ø There are lots of news papers and some of the magazine
Ø The problem is that to get awareness of the market and products
Ø Companies have to pay a mega budget for making its target
customers free aware via Hoardings, Billboard, Websites,
Radio, Televisions and Costly Magazines.
Ø
Ø So there is a need and opportunity for us to enter in the market in
such a way and with a new strategy that will support both the
company and ultimate consumer as well by charging fair price
to companies and no price to readers, exposures or company’s
Potential customers and consumers.
SOWT ANALYSIS
SOWT ANALYSIS

 Strengths:
ØLow price charges to companies want
their products and services
ØAdvertise.
ØMass distribution of Magazine
ØPrice off Magazine
ØNo competitors
ØCompetitive advantage of pioneer in
the market
ØCompetitive advantage of already
captured market share

SOWT ANALYSIS(Contd…)
 Weakness:
Ø

ØLow budget and low investment


ØNo company’s capital recourses
ØLess coverage (only in
Rawalpindi & Islamabad)
ØNew in the Market
ØLow Public Relationship

SOWT ANALYSIS(Contd…)

 Opportunities:
Ø

ØExtension of Market Coverage


ØSelf Capital Resources
Ø

SOWT ANALYSIS(Contd…)
 Threats:
ØExpected Competitors
ØPrint Suppliers/Developers
ØLaw and Order
ØLoad shedding
ØEconomic Crises
ØBargaining power of Customers.
ØBargaining power of Suppliers
Target Market Segments
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Ø AD MAG have no competitors in our targeted market. Some of the news
paper can be our competitors in logical senses but their life cycle is very
short and plus they are charging money from their reader and targeted
customers.
Financial and Marketing Goals
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Ø Financial Goals:
Ø We want to meet our breakeven point early in the initial
stage.
Ø Fair Profit after meeting Break Even Point.
Ø
Ø Marketing Goals:
Ø Positioning.
Ø High Market Share.
Ø Capture high exposure.
Ø Available in all prominent stores and Home Delivery via
different means.
Marketing Strategy
Ø
Ø
Ø Our strategy is based on delivering a strong customer value
proposition in a niche market.
Ø We have to build a very strong relationship with the
concerns.
Ø We are building our Public Relationship so that we can
eventually reach additional cities with the same offering.
Ø Our main focus is to meet our customer’s expectations.
Ø
Marketing Strategy(Contd…)
Ø 1). How the Product will be positioned
Ø Low Charges comparatively
Ø Fast Advertising Medium
Ø Secure Advertising Medium
Ø Direct Involvement and Interest
Ø Greater Number of Exposures
Ø Intensive Distribution within the selective Market

Ø 2) Placed on Mega stores and shopping malls


Ø Distributing to the drivers, individuals and families at traffic
signals
Ø Hire services of news paper delivery personnel to deliver the
Magazine with the news paper.
Ø Visiting once in a Magazine period into different graduate and
post graduate institutions.
Ø Hire a distribution team that will carry distribution operation
across the twin cities
A Month to Month Marketing
Budget
Ø
Ø
Ø As for our Magazine Marketing budget is concern we have decided
to go for only two channels
Ø
Month to Month Financial
Budget
Revenue

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Ø Calculations Profit = TR-TC
Ø TR = 347000
Ø TC = 45000+110000
Ø TC = 155000 347000 – 155000 =
192000
Applying Marketing Mix
Product: (Customer Solution)
Product: (Contd…)

Ø Our service is a better solution for the publicity.


Ø Our service is a very unique in its performance.
Ø Our product is well shaped and designed.
Ø Magazine features, it is a single platform for the multiple
different Organizations.
Ø Our product provides core benefits, actual benefits and
augmented benefits
Ø Our product is durable (how long it can be used) as
compared to newspapers and its other logical
competitors.
Ø Our product is reliable for its customers as we have a
strategy of direct meeting with them at different
occasions.
Ø Our product (Magazine) style is very attractive and
charming.
Ø Easy to order or purchase our services.
Ø Out product is totally customers consulting and
involvement based.
Price :( Customer Cost)
Ø Penetration Strategy:
Ø
Ø
Ø
Ø

Ø AD MAG is new in the market without any competitor and got the
distinctive features but it cant go for price skimming strategy as
AD MAG is not a technology based product.
Ø
Ø Our focus is on good-value pricing strategy where we can charge
via providing right blend of quality and differentiating service
Ø
Ø Penetration strategy will help in company’s long term
performance, goals, objective and building stronger customer
relationships

Place: (Customer Convenience)
Ø Distribution Strategy:
Ø We have three types of distribution strategies.
Promotion :( Customer
Communication)

AD MAG has very limited resource so it can’t go for


promoting itself by every medium yet it will carry out its


promotion campaign;
Ø
Ø Through Direct Customer meetings.
Ø Through Customer’s relationship management.
Ø Through News papers advertisements
BCG Matrix
AD MAG lies in Question Marks and it has the ability to

become a Star very early after its growth stage.


Ø Strategies Required:
Ø Increase of Investment.
Ø Ad Campaigns.
Ø Stronger Customer Relationships.
Product Life Cycle

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Ø AD MAG at the moment going through the development and
introduction stage in the product life cycle
Ø According to our instinct our product will reach the stage of growth by
mid of 2010. And then it would obtain the stage of maturity by 2012
in the product life cycle
Ø When our product will reach at maturity stage we will go for some new
target markets
Ø when our product would be leading towards decline then we would
introduce some innovation.
Controlling Market Plan

Ø Customer demand is lower than we were expecting.


Ø Customer uses our product we have never intended.
Ø Invisible competitor comes in the market.
Ø Cost may increase at introductory.

Ø How to cope up with these Issues


Ø
Ø 1st As a Financial Controller I will see AD MAG’s return on
investment. And marketing controller will increase the
efficiency of distribution channels that will increase our
reputation in the market segment resulting in fair demand.

Ø 2nd we increase ad campaign and we will utilize the extra


marketing budget we have kept aside while making market
budget resulting in good product positioned in the mind of
customers.
Conclusion

“Coming with new


idea and then
developing its
market plan is
really very critical
job for a CEO of the
company but at every
stage of making a
marketing plan we
have consider all