AD MAG Marketion Project [resentation

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    r e s e n t e d b y Dilavar Khan SP10-MBA-176

    Nazir Ahmed Haleemi SP10-MBA-175

    Zulqarnain Haider SP10-

    MBA-169 Syed Muhammad Asif SP10-

    MBA-177

    Faroo Ahmed SP10-

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    Executive Summary Our project is about the development of new product. Our new

    product is AD MAGMagazine which is price free for itsultimate consumers or readers. For this purpose we took helpfrom our teacher. First of all we developed the idea and for thecompletion of that idea we allocated budget for differentactivities which were performed in the development of AD

    MAG.

    We discussed strategies for our product advertisement andpromotion. We have selected the Niche marketing strategy, because we have to attract the product and service providingcompanies already operational in Rawalpindi andIslamabad.

    Advertising

    Sales Promotion

    Publicity & PR

    Sales Force

    Direct Marketing

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    Introduction

    We have recently incorporated a newcompanyAD HOME Pvt (Ltd).We are

    going to launch a new advertisingmagazineAD MAGin our target marketto facilitate companies and businesses in

    advertising.

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    Mission Statement

    Providing best quality services with suitable

    price We are committed to customer satisfaction

    through offering high quality experiences

    with exceptional service and good value. We take great pride in serving each other,

    our customers and our communities.

    We seek continuous improvement in all that

    we do.

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    Vision Statement

    Making AD MAGevery

    product requirement

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    A summary of the CurrentSituation

    There are lots of news papers and some of the magazine

    The problem is that to get awareness of the market and products

    Companies have to pay a mega budget for making its targetcustomers free aware via Hoardings, Billboard, Websites,Radio, Televisions and Costly Magazines.

    So there is a need and opportunity for us to enter in the market insuch a way and with a new strategy that will support both thecompany and ultimate consumer as well by charging fair priceto companies and no price to readers, exposures or companys

    Potential customers and consumers.

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    SOWT ANALYSIS

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    SOWT ANALYSIS

    Strengths:Low price charges to companies want

    their products and services

    Advertise.

    Mass distribution of MagazinePrice off Magazine

    No competitors

    Competitive advantage of pioneer in

    the marketCompetitive advantage of already

    captured market share

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    SOWT ANALYSIS(Contd)

    Weakness:

    Low budget and low investment

    No companys capital recourses

    Less coverage (only inRawalpindi & Islamabad)

    New in the Market

    Low Public Relationship

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    SOWT ANALYSIS(Contd)

    Opportunities:

    Extension of Market Coverage

    Self Capital Resources

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    SOWT ANALYSIS(Contd)

    Threats:Expected Competitors

    Print Suppliers/Developers

    Law and OrderLoad shedding

    Economic Crises

    Bargaining power of Customers.

    Bargaining power of Suppliers

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    Target Market Segments

    AD MAGhave no competitors in our targeted market. Some of the newspaper can be our competitors in logical senses but their life cycle is veryshort and plus they are charging money from their reader and targetedcustomers.

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    Financial and Marketing Goals

    Financial Goals:

    We want to meet our breakeven point early in the initialstage.

    Fair Profit after meeting Break Even Point.

    Marketing Goals:

    Positioning.

    High Market Share.

    Capture high exposure.

    Available in all prominent stores and Home Delivery viadifferent means.

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    Marketing Strategy

    Our strategy is based on delivering a strong customer valueproposition in a niche market.

    We have to build a very strong relationship with theconcerns.

    We are building our Public Relationship so that we caneventually reach additional cities with the same offering.

    Our main focus is to meet our customers expectations.

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    Marketing Strategy(Contd)

    1). How the Product will be positioned Low Charges comparatively

    Fast Advertising Medium

    Secure Advertising Medium

    Direct Involvement and Interest

    Greater Number of Exposures

    Intensive Distribution within the selective Market

    2) Placed on Mega stores and shopping malls Distributing to the drivers, individuals and families at traffic

    signals

    Hire services of news paper delivery personnel to deliver the

    Magazine with the news paper. Visiting once in a Magazine period into different graduate and

    post graduate institutions.

    Hire a distribution team that will carry distribution operationacross the twin cities

    h h k i

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    A Month to Month MarketingBudget

    As for our Magazine Marketing budget is concern we have decidedto go for only two channels

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    Month to Month FinancialBudget

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    Revenue

    Calculations Profit = TR-TC

    TR = 347000

    TC = 45000+110000

    TC = 155000 347000 155000 =192000

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    Applying Marketing Mix

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    Product: (Customer Solution)

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    Product: (Contd)

    Our service is a better solution for the publicity. Our service is a very unique in its performance.

    Our product is well shaped and designed.

    Magazine features, it is a single platform for the multipledifferent Organizations.

    Our product provides core benefits, actual benefits andaugmented benefits

    Our product is durable (how long it can be used) ascompared to newspapers and its other logicalcompetitors.

    Our product is reliable for its customers as we have a

    strategy of direct meeting with them at differentoccasions.

    Our product (Magazine) style is very attractive andcharming.

    Easy to order or purchase our services.

    Out product is totally customers consulting andinvolvement based.

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    Price :( Customer Cost)

    Penetration Strategy:

    AD MAGis new in the market without any competitor and got thedistinctive features but it cant go for price skimming strategy as

    AD MAGis not a technology based product.

    Our focus is on good-value pricing strategy where we can charge

    via providing right blend of quality and differentiating service

    Penetration strategy will help in companys long termperformance, goals, objective and building stronger customerrelationships

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    Place: (Customer Convenience)

    Distribution Strategy: We have three types of distribution strategies.

    i (

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    Promotion :( CustomerCommunication)

    AD MAGhas very limited resource so it cant go forpromoting itself by every medium yet it will carry out itspromotion campaign;

    Through Direct Customer meetings. Through Customers relationship management.

    Through News papers advertisements

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    BCG Matrix AD MAGlies in Question Marks and it has the ability to

    become a Star very early after its growth stage. Strategies Required:

    Increase of Investment.

    Ad Campaigns.

    Stronger Customer Relationships.

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    Product Life Cycle

    AD MAGat the moment going through the development andintroduction stage in the product life cycle

    According to our instinct our product will reach the stage of growth bymid of 2010. And then it would obtain the stage of maturity by 2012in the product life cycle

    When our product will reach at maturity stage we will go for some newtarget markets

    when our product would be leading towards decline then we wouldintroduce some innovation.

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    Controlling Market Plan

    Customer demand is lower than we were expecting.

    Customer uses our product we have never intended.

    Invisible competitor comes in the market.

    Cost ma