Professional Documents
Culture Documents
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.
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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.
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Ø Advertising
Ø Sales Promotion
Ø Publicity & PR
Ø Sales Force
Ø Direct Marketing
Introduction
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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:
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Opportunities:
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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.
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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
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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.
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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
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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 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.
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Ø Our focus is on good-value pricing strategy where we can charge
via providing right blend of quality and differentiating service
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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)
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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