Malegh Brand Report

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Table of Contents

EXECUTIVE SUMMARY ....................................................................................................... 4INTRODUCTION: .................................................................................................................... 6Specifications: ........................................................................................................................... 6Theory and Concepts: ................................................................................................................ 7

How it Works: ....................................................................................................................... 7Benefits:................................................................................................................................. 7

Mission Statement: .................................................................................................................... 8Vision Statement: ...................................................................................................................... 8SWOT Analysis: ........................................................................................................................ 9

Strengths: ............................................................................................................................... 9Weaknesses: .......................................................................................................................... 9Opportunities: ........................................................................................................................ 9Threats: ................................................................................................................................ 10

Product Life Cycle: ................................................................................................................. 10BRAND IDENTITY ............................................................................................................... 11

Logo: ................................................................................................................................... 12Marketing Collateral: .......................................................................................................... 12Products & Packaging: ........................................................................................................ 13Messages & Actions: ........................................................................................................... 13

Brand personality: ................................................................................................................... 14Brand Awareness: .................................................................................................................... 14


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Brand Awareness Plan: ....................................................................................................... 14Identifying and understanding Target Customers: .............................................................. 15

Creating a Company Name: .................................................................................................... 15After Sale follow up: ............................................................................................................... 16Customer Relationship Management ...................................................................................... 16Brand Positioning of Malegh: ................................................................................................. 17

Frame of Reference: ............................................................................................................ 17Competitor Analysis: ........................................................................................................... 17Points of Parity: ................................................................................................................... 17Points of Difference: ........................................................................................................... 18Brand Mantra: ...................................................................................................................... 18

Pricing Strategy: ...................................................................................................................... 19Manufacturing ..................................................................................................................... 19Product Cost ........................................................................................................................ 19Product Price ....................................................................................................................... 19Market Skimming ................................................................................................................ 20

Channel Strategy ..................................................................................................................... 21

Push Strategy ....................................................................................................................... 21Manufacturer to Wholesaler to Retailer to Consumer: ....................................................... 21

Place: ....................................................................................................................................... 22PRODUCT STRATEGY: ....................................................................................................... 23

Aligning Strategies with Needs: .......................................................................................... 23

PERCIEVED QUALITY AND VALUE: ............................................................................... 24Perceived Quality: ............................................................................................................... 24Brand Intangibles: ............................................................................................................... 25


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Value Chain: ........................................................................................................................ 25RELATIONSHIP MARKETING: .......................................................................................... 26

Mass Customization: ........................................................................................................... 26Loyalty Programs: ............................................................................................................... 26

Marketing Tools ...................................................................................................................... 27Advertising .......................................................................................................................... 27Personal Selling ................................................................................................................... 27Direct Marketing ................................................................................................................. 27Web Marketing .................................................................................................................... 27Exhibitions and Seminars .................................................................................................... 28

Conclusion: .............................................................................................................................. 29Recommendations: .................................................................................................................. 29


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EXECUTIVE SUMMARY

We have done our work on this report. Basically the report is based on selecting a new

product or brand and launches it to the market. We have taken the computer accessories in

which we chose wireless keyboard with multiple functions as our product. Our brand name is

MALEGH which is made by using the last name of two of our group members i.e. Mallick

and Laghari. In this report we have defined the vision and mission statement, SWOT

analysis, product life cycle, marketing mix of our product, brand identity, brand personality,

brand awareness, and target market.

Our mission and vision is completely based upon the customers expectations i.e. the quality

of our product, the innovative technology and the price.

In SWOT analysis we have defined the strengths, weaknesses, opportunities, and threats

related to our product. Our product lies in the introductory stage in the product life cycle

because it is new, but we hope that in the next few years it will be in maturity stage.

And the Marketing mix describes our product, pricing, place and promotion strategies. We

have also mentioned the pricing power matrix which describes the uniqueness and necessity

of our product, and the chain of manufacturer to consumer.

Our brand awareness, brand identity, brand personality describes the branding and marketing

strategies of our product. We focus more on brand identity, because it describes our logo

(which is very attractive), marketing collateral, products & packaging, and messages &

actions, so it is the most important thing for any company to build their brand identity.


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We also want to create brand awareness by identifying and understanding our target

customers, managing after sales follow up and managing customer relationship management.

Our target market is actually the computer lover in anywhere.

Another very important thing is brand positioning of our product, which actually tells us

where our product and the brand sits in the market place.

In short we have done hard work to launch our product, and put all efforts to make the

product successful in the market. We actually have brought a unique product in market by

providing 6 in 1 facility that is the uniqueness of our idea.


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INTRODUCTION:

We are actually going to launch a new business of an innovative product with the brand name

of MALEGH. This idea comes from one member of the group named Qayoom Laghari. He

was doing his assignment by using computer from 3 hours, then he became tired and wanted

to rest, but time was short and he had to complete his assignment. So he thought about such a

thing which he can use from any corner of the room by just looking at the screen. Then our

product came in his mind, it is fast easy & fun, small, thin, water resistant, & durable, put it

anywhere so you don't always have to reach for your mouse, on tables, desks, in cars and

workshops.

Specifications:

System: Windows 2000, Windows XP, Windows Vista, Windows CE, Windows 7, Linux

(Debian-3.1, Redhat-9.0 Ubuntu-8.10 Fedora-7.0 tested)

Operating Distance: 30 meters

Net Weight: 500g


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Theory and Concepts:

Our brand is offering Smart pad. It is wireless equipment with built in battery. All these

things will be built in just one thing. This product is specially made for the personal

computers which will help using computer from up to 30 meters. It will also help the

consumer to work effectively, save money and time. It is an innovative product which will

allow one to use computer from sitting in any corner of the room or office, now it is not

necessary for one to sit close with computer. In order to become the most successful

computer equipment company, we need the newest technology and loyal customers.

How it Works:

This device will be around regular keyboard size, which includes Keyboard, Touch pad,

Speakers, Rear panel, USB port and card reader. It is connected to the personal computer via

small device which will be ported in USB port of personal computer. After connecting one

can use it from 30 meters.

Benefits:

The people, who use computers on regular basis, can get a lot of benefits by using our

products; customers can get the following benefits as compared to the competitors:

They can use more than one feature at a time. They can use it for a long period of time. Their eye sight is not affected, because our product allows them to sit away from the

computer.


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The complete method of using this pad is available in the form of CD. 1 year warranty has been given to our customers.

Mission Statement:

Our mission is to give our customers comfort and benefits by our new and completely

innovative technology. We will meet with our customer expectations by providing them the

following:

High quality Innovative technology Reasonable pricing

Vision Statement:

To view the change in the technology market. To believe in producing innovative products and solutions that satisfies emerging

customer needs and demands.

To be very innovative.


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SWOT Analysis:

The SWOT analysis of the company shows its strengths, weaknesses, opportunities, and

threats. Each of these are as follows:

Strengths:

The strengths of our product are as follows:

Innovation is a major strength of our product. It is multi functions. It gives comfort to the user. It reduces the eye weakness of the user. Its design is beautiful.

Weaknesses:

Price of the product is high. Product is sensitive to use. Its maintenance cost is high than the competitors. It is very risky to start a business with a completely new product.

Opportunities:

None of the competitor is currently providing this type of product. In future we intend to open our own outlets. Opportunities to grow in Pakistan are low as compared to other countries, so we

intend to expand our business globally.


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Threats:

We will have to be careful, because the competitors are very strong. External factors (politics, economic conditions, taxes etc) may lead to decrease sales. As the price of the computers is getting low day by day, so it may also reduce our

sales.

The major threat for our company is the increase in dollar price against Pakistanicurrency, so it will increase the overall manufacturing cost.

Product Life Cycle:

A new product progresses through a sequence of stages from introduction to decline, this

sequence is called Product life cycle stage.

Introduction: In this stage, the firm seeks to build product awareness and develop a market

for the product.

Growth: In this stage, the firm seeks to build brand preference and increase market share.

Maturity: In this stage, the strong growth in sales diminishes. Competitors may appear with

similar products.

Decline: In this stage, the sales decline.

Our product lies in the introductory stage in the product life cycle, because our is new and

launched first time in the market, so it is in the introductory stage. But we hope that we will

be in the maturity stage in the next few years.


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Introduction Growth Maturity Decline

BRAND IDENTITY

Identity design is based around the visual devices used within a company, usually assembled

within a set of guidelines. These guidelines that make up an identity usually administer how

the identity is applied throughout a variety of mediums, using approved color palettes, fonts,

layouts, measurements and so forth. These guidelines ensure that the identity of the company

is kept coherent, which in turn, allows the brand as a whole, to be recognizable.

The identity or image of a company is made up of many visual devices, which are as

follows:


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Logo:

The symbol of the entire identity & brand is Logo and our logo is described below:

This logo represents the following things.

Power Future Fast Consistency Quality Passion

Marketing Collateral:

We use our own websites to take orders from our customers and for any queries they have

from us. They can also contact us through different channels like email, telephone and others.


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Products & Packaging:

Our product is packaged in boxes. As it will come from the china, it will be in bulk form.

Boxes will be in container. Each container contains 1000 boxes and each box contains 10

pads so 10,000 pads come in a container.

Messages & Actions:

Our message is simple and we will use advertising for our product to promote it and will give

repetitive messages which give consumers attraction to buy our product.

All of these things make up an identity and should support the brand as a whole. The logo

however, is the corporate identity and brand all wrapped up into one identifiable mark. This

mark is the avatar and symbol of the business as a whole.


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Brand personality:

Another key to building brand strength is developing a unique brand personality. Brand

personality is generally understood as the distinguishing characteristics of the brand, what

some call the persona of the brand. Just like people, all brands have a personality to some

degree. In certain cases, it is highly emotional and vibrant; in other cases, it is understated or

barely noticeable. Because brand personality is intangible and exists in an emotional realm, it

is often underrated by marketers. That can be a significant oversight. A recognizable and

well-defined brand personality is a key part of a successful brand's appeal. Often, it's what

breaks the tie in the purchase-decision process when all the rational merits of two

competitive products are deemed equal.

Our brand personality is unique and attractive. When people use our product, they feel

comfort and they can use for a long period of time, so it will suit their personality.

Brand Awareness:

The ultimate goal of most businesses is to increase the income and sales, and our goal is also

similar. The more the customers are aware of our product and brand, the more they purchase,

in this way our profit will be increased.

Brand Awareness Plan:

To create brand awareness, we will have to create plans, and the major components of our

plan are as follows:


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Identifying and understanding Target Customers:

Our target market is middle and upper class people, who are computer user, and specially

those people who use computers for a long period.

Who is he/she: Any computer user.

Age: Computer user of any age.

Education: Not required.

Ethnicity: Any color and any group

Resides: Both Urban and Rural area.

Career Descript: Income level: At least 30K

Brands in closet: Totally new product not close to any product.

Where he/she shops: Computer equipments shops

Creating a Company Name:

The name of our company is Malegh Incorporation private Ltd. We have chosen the name of

our company by the name of the partners of the company. Actually Malegh is the mixture of

the opening part of two names i.e. Malik and Laghari.


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After Sale follow up:

The concept of after sales follow up is used globally in order to achieve the desired brand

image. As we mentioned earlier that we took regular feedback from customers and doing

marketing activities to repeat purchase and to change anything in our product if it is required.

After marketing is all about building communication with your customers and indulge them

to repeat the purchase. It means that our goal is not just sell the product, but we will have to

focus on after sale activities. If our customers are facing any problem regarding our product,

we will have to solve it as soon as possible. So they will be satisfied and become our loyal

customer.

Customer Relationship Management

Customer Relationship Management is very important for growing the company. The

Company should manage their customers properly and effectively. To make the customers

loyal they have to satisfy their customers. The product should fulfill their requirements and

needs, in case of any deficiency in the product, you should be there for solving it. Because if

the customers are loyal with you, they will buy again and again, which will increase your

profit.


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Brand Positioning of Malegh:

Brand positioning is all about where your brand currently sits and where you want it to sit in

the future against your competitors. By conducting research you can find out the perception

of the consumers about your product. In other words you can find out where you currently

sit. For making your brand strong than your competitors you should position your brand

according to the customers expectations.

We have done this type of research and find out the following result:

Frame of Reference:

Our product lies in the category of Computer Equipment.

Competitor Analysis:

Our major competitors are following:

IBM Dell Hp Sony Fast

Points of Parity:

Our points of parity with competitors are as follows:

Size


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Solid Structure Wireless

Points of Difference:

Our points of difference with competitors are as follows:

Weight Six in One (Keyboard, touch pad, rear panel, speaker, Usb port, and card reader) Price Design

Brand Mantra:

Sub kuch hai is me


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Pricing Strategy:

Our pricing strategy is based on the following things:

Manufacturing

This product will be manufactured in China, where electronics product has huge market. In

China electronic products are easy to make and produce in bulk, skilled labor and advanced

technology is easily available. But the more focus will be on quality, which is basic motive.

This product will be manufactured by contractors. After the manufacturing product will be

imported from China to Pakistan by road.

Product Cost

Estimated cost of Manufacturing and delivering till our ware house in Karachi will be

approximately Rs800 per device. This cost will include Manufacturing, delivering, taxes and

import duties. Manufacturing product in china will put lesser impact on product cost and

there is more relaxation in duties importing product from china than other countries.

Product Price

This product will be sold to the wholesaler at approximately Rs 1600 and then Whole seller

will sell this device to the retailers approximately at Rs 1700 after taking the profit of Rs 100

and then retailer will sell to the customers at around Rs 1800. This price is for whole year but

there can be fluctuation due to up and down in price of Dollar against Rupee.


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Market Skimming

We have also used market skimming strategy in pricing our product. We actually set a higher

than normal price to recover the initial development and promotional costs of the product. As

we mentioned above that our product is innovative and no one is providing such type of

product, so the chances of acceptance is very high. Now the trend is totally changed, people

have less time and they will have to manage their work, so this product allows them to work

for long time.


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Channel Strategy

This device will be delivered through indirect channel. Company cannot afford this product

to sell through direct channel. Indirect is easy and safe way to deliver the product and it does

not required huge infrastructure to sell the product.

Push Strategy

We will be following push strategy for our product, because if the product is ready to sell,

there are more chances to sell and if the greater number of product is available in market so it

will also help in marketing itself.

Manufacturer to Wholesaler to Retailer to Consumer:

We are going to use this strategy. Because we sell our product to whole seller, who sells it to

retailer and he will sell it to consumer. This is the strategy in the beginning, but afterwards,

we intended to expand our business in a way that we would open our own outlets and also

expand the variety of computer equipments.

So in the future we will be selling directly to the customers.


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Place:

Place has a great importance on businesses. If your place is appropriate, the chances of

acceptance of your product will be higher.

In the beginning we are going to sell our product in the big cities of Pakistan i.e. Karachi,

Lahore, Islamabad and Faisalabad. In these cities we will supply our products in the middle

class and upper class region. And afterwards we intended to open our own outlets in the

different cities of Pakistan.


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PRODUCT STRATEGY:

Product strategy begins with a strategic vision that states where a company wants to go, how

it will get there, and why it will be successful.

Product strategy is like a road map. Its useful only when you know where you are and where

you want to go. Our product is of three colors with different designs i.e. of Grey, Black and

White.

Aligning Strategies with Needs:

Focus on creating and delivering value-added products to target customers based on their

unmet needs. We are providing the product which is according to the requirement of our


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customers. We know that in the era of information technology people require products which

have many things within one product or lots of product under one umbrella.

Our product is giving our customers what they want from us. We provide best quality

product to them so they will be satisfied with our product.

PERCIEVED QUALITY AND VALUE:

Perceived Quality:

Quality is very important aspect. Some consumers are very quality sensitive and want quality

at any price. We provide best quality for all our customers as we believe quality is the main

tool to attract more loyal customers. The perceived quality of product can be varying from

category to category. Research has identified the following general dimensions.

Performance: Our product performance is between the high and very high quality. Features: As mentioned earlier the features of our product. We provide all the features

which are the requirements of our customers.

Conformance Quality: What we specify we give to our customers and as our productperformance lie between the high and very high quality area we provide product

without any defect.

Reliability: Our product is reliable in a sense as it provides continues performanceover time.

Durability: Our product expected life is around 5 years.


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Style and Design: We provide attractive style and design for our product which showsour quality.

Brand Intangibles:

As we know that product quality is not only depends upon the tangible quality but intangibles

also. There are many other factors like speed, accuracy, and care of product delivery and

installation; the promptness, courtesy and helpfulness of customer service and training; and

the quality of repair service.

Value Chain:

Consumers often combine quality perception with cost perception to arrive the overall result

of the value of a product. Sometimes quality is good but cost will create the doubt in

consumers mind whether to buy this product or to check others but loyal customers who

knows our product will buy without thinking of price.

There are five points which we have to think and be careful about them, they are Michael

Porters Five Force Model which clearly gives us the clear way to maintain our primary

value creating activities as there is competition every available in the market.

We have our great eyes to maintain our competitive advantage over others as we are

providing good quality with reasonable or affordable price to our consumers.


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RELATIONSHIP MARKETING:

The concept of relationship marketing is very important to every product because not only

selling the product to the customers is not enough but to hold loyal customers with you is

also the key to success.

We make good relationship with our customers by taking regular feedback from them and

stay in touch about our product performance and experience. According to the research it

cost five times greater to acquire new customers as compare to hold the old ones.

Mass Customization:

We are also providing the mass customization facility to some extent as some customers

required some of the six things which we are providing so one can easily tell us through the

internet. We give them this customized product by charging less.

Loyalty Programs:

Loyalty or frequency programs have great worth and through which marketer make more

customers loyal and attract towards their product strongly. We will use this program by doing

co-branding means associate our brand with some personality like Mohit; a Microsoft

certified guy or some other personality.


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Marketing Tools

We have used the following marketing tools to make our brand strong than the competitors.

Advertising

We will use following types of advertising tools which is following:

TV Advertising. Advertising News paper and Magazines. Billboards advertising. Pamphlet advertising

Personal Selling

We will sell directly if anyone required in bulk quantity. Special discount for the universities. Free samples for the CEO of large companies. We will sell directly for the offices

Direct Marketing

We will arrange seminars in universities Stalls at different shopping mall

Web Marketing

We will advertise our product in web.


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Exhibitions and Seminars

Seminars in different Universities. Seminar in Expo Centers.


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Conclusion:

In conclusion, we would like to say that our report is full of excitement and we have enjoyed

our work very well as it was very interesting work for us to launch a new product.

Moreover by doing this project we know the complexities of launching a new product in the

market. We learnt about each and every aspect of brand which we have study in class and

which we used in this report. We can now easily implement our plan in the market and we

are sure that our product will be super hit in the market as it is very unique with lots of

features in it.

Recommendations:

We would like to recommend this project to the other batch student to work on it and get a

great amount of knowledge. This project helps us for building teams and how to work among

them. So as a team project it is very good for others. Our recommendation for other people

who will work for creating a new brand is that brainstorm first about what you want to make,

collect the ideas and make creative product, take help from the internet that how to build

brands and how to implement it and also know the difference of writing or creating the ideas

to implement into the real market.

Malegh Brand Report

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