AD MAG Marketion Project [resentation

8/9/2019 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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Opportunities:

Extension of Market Coverage

Self Capital Resources


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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 may increase at introductory.

How to cope up with these Issues

1st As a Financial Controller I will see AD MAGs return oninvestment. And marketing controller will increase theefficiency of distribution channels that will increase ourreputation in the market segment resulting in fair demand.

2nd we increase ad campaign and we will utilize the extramarketing budget we have kept aside while making market budget resulting in good product positioned in the mind ofcustomers.


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Conclusion

Coming with newidea and then

developing itsmarket plan is

really very critical

job for a CEO of thecompany but at everystage of making a

marketing plan we

have consider all


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Documents

AD MAG Marketion Project [resentation