Marketing Assignment

Table of Contents

1. Executive Summary…..……………………………………………………………………………...5

2. Introdcution……………………………………………………………………….…………………..5

3. Business Vision, Mission…………………………………………………………………………….6

4. External Marketing Audit4.1 Macro Environment…………………………………………………………………………74.2 Micro Environment……..…………………………………………………………….…...10

5. Internal Marketing Audit5.1 Operating Results…………………………………………………………………………..125.2 Strategic Issue Analysis……………………………………………………………………125.3 Competitive Advantage…………………………………………………………………….125.4 Core Competencies……………………………………………………………………….. 125.5 Product Mix effectiveness…………………………………………………………………135.6 Product Life Cycle………………………………………………………………………….145.7 Boston Consulting Grid……………………………………………………………………15

6. Marketing Audit - SWOT Analysis…...………………………………………………………..…15

7. Marketing Objective7.1 Strategic Thrust…………………………………………………………………………….177.2 Strategic Objective…………………………………………………………………………177.3 Core Strategies: Segmentation, Targeting and Positioning……………………..……18

8. Marketing Mix Decision

8.1 Product………………………………………………………………………………………208.2 Price………………………………………………………………………………………….208.3 Place……………….……………………………………………………………………….. 218.4 Promotion……………………………………………………………………………………218.5 People..………………………………………………………………………………………238.6 Processes……………………………………………………………………………………238.7 Physical evidence……………………… …………………………………………………23

9. Budgeting…………………………………………………………………………………………..23

10. Organisation, Implementation & Control………………………………………………………24

11. Bibliography……………………………………………………………………………………..…25

12. Appendix……………………………………………………………………………………………26

of 30

List of Table

1. Pest Analysis ……………………………………………………………….………………………….8

2. Degree of Attractiveness/Impact vs Probability of Occurrence ………………..…….............10

3. SWOT Analysis………………………………………………………………………………………..16

4. Ansoff Matrix……………………………………………………………………………….……….17

5. Promotional Strategies…………………………………………………………………………….22

Diagram

1. Porter’s Five Forces……………………………………………………………………………..10

2. Product Life Cycle……………………………………………………………………………….14

3. Boston Consulting Grid…………………………………………………………………………15

4. Positioning of Emaar……………………………………………………………………………20

of 30

1.0 EXECUTIVE SUMMARY

Noode is a range of twelve skin care product line founded by “Seth Ratner who owes his success

to hard work, charm a dash of chutzpah and the incredible hulk. His early lessons of

entrepreneurship arouse Mr. Ratner appetite for business”(N.A. 2008). After his job in a male skin

Care Company named Zirh Skin Nutrition which was later taken over by Shiseido Co. Ltd, this

experience gave him a chance to understand the beauty business and launch his own company

named Noode in 2000. Initially generating revenue by selling his skin care products in leading

stores like Henri Bendel and Bloomingdale's now wishes to continue to add new locations in US as

well as expands internationally. The approach is to develop a marketing plan to launch Noode skin

care range in UAE.

In order to understand the operating environment External and Internal Audit was conducted and

SWOT analysis was performed to identify the major differential advantages Noode is holding as

compared to the weaknesses and use the same to the advantage in the marketing for the launch of

its Skin care line with its attractive brand image in US and pricing strategy.

Marketing Mix has been designed to aid the achievement of overall marketing objective for the

sale of the Noode skin care line via targeting the right people and offering them with the improved

range of products.

Noode will have to carry out the marketing research to launch their product in new market. It also

has to recognize the capabilities and expertise of its existing image and have to develop the same

to make Noode launch and presence felt and more prominent in the UAE market.

2.0 INTRODUCTION

of 30

Noode is a skin care line for woman founded by Seth Ratner in 2001, in New York City, offering

range of twelve skin care products clinically tested and approved by dermatologist to produce

products infused to maintain and prevent aging instead of repair. These products are developed by

innovative technology, in attractive packaging to attract the target customers at affordable prices.

The product line was designed specially to meet the need of Generation Me market which is a

combination of Generation X and Generation Y. The founder of Noode Mr. Seth Ratner identified

that this generation was concerned more about “me” hence the entire product line has “me”. In

addition Noode also conducts different skin care workshops and sampling to promote their

products to targeted market and help customer get better understanding for skin protection. Noode

embodies modern beauty setting sight on the market of 15 to 29 year old women. The product has

an appealing market in US also due to their color full packing and funky writings. Currently

operating in US, Noode in expedition to boost the brand awareness internationally and sales

revenue has recently planned to expand and launch their product line in strong market of UAE.

Due to the fact of profit margins being high in this business in U.A.E’s potency in the cosmetics

business is lies on quality products at lower -prices and low import duties. In order to achieve

marketing objective several characteristics were identified to target UAE market.

3.0 BUSINESS VISION, MISSION

Mission

Noode has a mission to create high quality skin care products satisfying needs and wants of

generation me with lower prices. Noode of tomorrow will become synonymous to “Beauty is all

yours”

Vision

Noode has a vision to be one of the leading skin care product distributor and manufacturer in

cosmetic industry for “Generation Me” to help them conquer early signs of aging and

experience excellent skin.

of 30

Corporate values

Noode is determined to continue being creative and innovative, to aim for product

excellence to meet the demanding standards of quality products and safety at all the times.

Customer focus is to understand, listening and giving people what they need and serve the

beauty and well-being of our consumers in all cultures throughout the world

Leading innovation by research in business marketing, to identify sensitivity to consumer

needs in terms of scientific rigor and expertise essential that drives creativity and

contributes to developing the cosmetic of tomorrow

4.0 EXTERNAL MARKET AUDIT

4.1. Macro Environment

Every organization should understand their operating environment as it allows them to take

advantage of the opportunities and minimize threats. The following pest analysis illustrates the

environment of UAE in which Noode will be operating.

Political and Legal

UAE is a low crime and politically stable economy; as a result foreign investors are attracted to

UAE as diversification strategies. The UAE government is on a regular effort improving business

relations with trade and investment partners in US and Asia.

Economical

Increase in Oil prices and non oil based revenue witnessed a high growth rate of the UAE’s The

UAE is strategically located in the midst of one of the richest regions and is served by over 120

shipping lines and linked via 85 airlines linked to over 130 destinations making it an attractive

industrial hub coupled with No corporate and income tax, low custom duty of 4% and no foreign

exchange controls makes it more attractive for foreign investors.

High inflation rates and fear of possibilities of exchanges rates de-pegging against the US$ keeps

the investors away from making huge investments in the UAE economy.

of 30

Pest Analysis

Political & Legal

• Open Economic Policies

• No Exchange controls

• Emiratization

• Regional political Instability

• Low Crime economy

• No political agitations, stikes, etc

• Stable government and no expected

change

Planned in the near future.

Economical

• High Oil Prices

• No Corporate or Personal Income

Taxes

• High Inflation

• Strategic Location

• Possibility of exchange rate de-

pegging

From US$

Social

• Arabic Traditions & Islamic Values

• Multinational workforce

• Increasing population

• Cosmopolitan life style

Technological

• High investment from Government

for

telecom, energy and infrastructure

• Development of technology – High

speed internets, etc.

• Virtual Banking systems.

Table 1 – Pest Analysis

of 30

Social

Arabic traditions and cultures are respected by affluent nationals. A notable concern is on the

nation’s preference of Islamic value based products like Sharia complaint Islamic Banking

products, Islamic Sukuks, etc.

The economy has a multinational workforce and cosmopolitan lifestyle which encourages

foreigners in investing in the economy as compared to other countries in the region. People can

follow any religion and culture.

Technology

There is huge investment from the government to develop the infrastructure, good telecom system,

internet facilities, etc. The implementations of the latest technologies to support the banking

system have made UAE as advanced as any other developed economy in the world. The findings

of the external marketing audit are summarized in the Exhibits below.

4.2. Micro Environment

The analysis of the competitiveness that is prevailing for Noode in the UAE market is made within

of 30

the context of ‘Porter’s five forces’ and is expected to highlight the strength and weaknesses of

each force in order to understand their impact

Threat of New Entrants – Moderate

UAE has strict regulations when it comes to imports of toiletries and cosmetics. The exclusive and

profitable trade environment persists to open more opportunities for foreign companies to step in

especially during Dubai Shopping festival and Gulf Beauty Expo. However consumers in this part

of the world are more selective in their choice of personal care items. Hence opt for international

brands which are trusted and famous

Bargaining power of Suppliers – Low

Since Noode is a supplier with the aim of due rapid expansion in the country infrastructure to

accelerate in available retail space in the coming five years, the opportunity to trade via the Jebel

Ali Free Zone is favored and with out VAT the risk is low.

Competitor rivalry within Industry - High

Cosmetic and toiletries manufacturers are moving to UAE to target the high consumption of

cosmetics and toiletries “According to a recent survey, consumption of cosmetics and fragrances in

of 30

Diagram 1 – Porters Five forces

the Gulf States is among one of the highest per capita in the world with the average purchase

estimated in the region of AED 1,229 per head,“ said, Mr. Eckhard Pruy, CEO of Epoc Messe

Frankfurt toi (N.A.2008).Since Noode will be newly launched and the competition is high, Noode

has develop a good name for itself to make it exclusive and successful

Bargaining Power of Buyers – High

The Bargaining power of Buyers can be considered as a high threat as they are constantly looking

for better pricings. There are many skin care products company who are offering high-quality

products at attractive prices and customers can receive benefits at finer rates. Therefore quality and

price is important to attract customers and avoid losing them to competition.

Threat of Substitutes - High

According to recent study the space in shopping malls of UAE has been growing by approx 50%

yearly out of which the retail space dedicated to beauty products from around the world has grown

by over 30% in the past three years. This demonstrates that there are several international brands in

the market offering high quality products at affordable prices.

I

5.0 INTERNAL MARKETING AUDIT

The internal marketing audit provides us an insight into the various activities and overall

performance of Noode. The section includes the following:

5.1 Operating results

Noode is a New York based company started in 2001 after working for Japan’s largest cosmetic

company Shiseido Co. Ltd., Noode has products designed for women between age of 15 to 30 to

slow and possibly prevent the appearance of skin aging, with their products ranging from $15- 20,

Noode estimated sales for 2003 was 2.5 million and has showed no signs of slowing.

5.2 Strategic issues Analysis

of 30

Noode has a vision to be one of the leading skin care product distributor and manufacturer in

cosmetic industry for “Generation ME”. It continues to provide the best skin care products to its

customers and effective cost effectiveness service standards. Noode has also conducted various

workshops and skin care programs to help their customers overcome the skin problems in order to

make them realize that company is keeping a close eye to make them look better

5.3 Competitive Advantage

The company has a competitive advantage on other products since they are in Market with motto

of Generation me. Noode has also low product rated than other companies in the market. It has a

very positive image in generation me in skin care industry

5.4 Core competencies

Wide range of quality products designed to meet the needs of young consumers

Experienced and loyal stuff.

Country wide reputation

Conservatively priced

Innovative style of packaging

5.5 Product Mix Effectiveness

Noode provides wide range of skin care products manufactured to meet the need of young people

ages fifteen to twenty-nine in the market, a group he named “Generation Me”. Noode offer

products to overcome serious skin care problems with the focus on prevention, with the products

names tied in generation me market; Clean ME face wash, scrub me gently facial scrub, make me

soft facial moisturizer, help me acne cream, renew me face peel, make me moist body lotion, rub

me massage oil, wash me everywhere body wash, scrub me harder body scrub, and the newest

product shield me sunscreen gel. All these products do not contain sun protection except Me

sunscreen gel(launche in 2002 spring), since the founders believes Generation Me prefers to look

tan. The Price points of Noode range from $15 for the Rub ME and scrub Me products to $20 for

of 30

the help Me acne product. These products are famous in market due to their innovative style of

packing referred to as “tottle”, this helps prevents accidental discharge of the products

5.6 Product Life Cycle

Noode is in the Growth and Maturity stage of product cycle US as shown in the figure below.

Though Noode started its operation in 2001 but due to their articulated marketing strategy, nine

months after their sales the revenue reached to 1.7 million. However since Noode is to yet to be

launched in UAE, it is in development and introduction stage of product life cycle with their

products focusing on prevention to skin problems of women aged between 15 to 29.

of 30

5.7 Boston Consulting Grid

of 30Diagram 3 – Boston Consulting GridNoode in UAE (UAE), Noode in US(US)

Diagram 2 – Product Life cycle

As per the BCG, Noode has achieved a reputation in the market where most of its products can be

positioned as “cash cows”. The new launch of its products in UAE is expected to have a fair

growth rate but need to capture the market share in order to become a “star” and eventually be a

“cash cow”.

6.0 SWOT ANALYSIS

Our main strategic focus will be to penetrate in to the UAE market by advertising aggressively to

make a mark in market. Our target would be to capture clients between age group between15 - 29

and above in future.

Strengths Weaknesses

?

of 30

UAE

US

• Strong capital base

• Good Brand Image

• Low prices

Diversified product range

• Not targeting old age

group

• New in market

• No outlet

Opportunities

• Diversified economy

and increasing

oil price.

• Foreign investments

& surplus cash

• Strategic location and

infra

structure

• Zero taxation

• Open economic

policies

• Increasing population

SO Strategies

• Develop and expand

in the UAE market

aggressively as there is high

demand and it will be a good

opportunity to cash on the

increase demand

• Maintain the quality

of

Products to boost customer

confidence

• Target young

customers as per motto to

serve “Generation Me”

WO Strategies

• Manufacture products

to target old age customers.

• Need to advertise

aggressively to establish a

name in market.

Threats

• Inflation

• Emiratisation Policy

• Multinational workforce.

• Islamic values

High competition

ST Strategies

• Due to Islamic values

people prefer to use products

made from Halal ingredients

• Recruit experienced

national staff to service

affluent customers by offering

attractive

salaries and other benefits

WT Strategies

• .Due to several

reputed skin care brands in the

market people are more loyal

towards their products hence

would face great competition

of 30

7.0 MARKETING OBJECTIVE

Our strategy is to penetrate into existing & new markets by developing quality skin care products to ensure that all the products provided by competitors are offered to affluent customers. To help penetrate into new markets we need to develop new value added products to attract the customers.

7.1 Strategic thrust

We give below the strategic thrust (Ansoff Matrix) of Noode

PRODUCTS

MA

RK

ET

S

Existing New

Exi

stin

g

Market Penetration

Quality products for Teens Customer focus Reputation

New Product Development

• Design products for old age customers to better serve their skin problems. Design products by adding value added ingredients which are good for skin, like vitamins and fruits

New

Market Development

• Develop a mark in UAE market with their quality products.

• Conduct work shops to better observe the needs of Customer and try to resolve it by giving them advises

Diversification

• Should come up with diversified range of products to better serve different skin problems

Table 4 Ansoff Matrix

7.2 Strategic objective

Noode is employing different strategies as detailed under:

of 30

Table 3 – SWOT Analysis

Execution: No company can deliver on its commitments or adapt well to change unless it practices

the discipline of execution at all levels. Execution is to be part of a company’s strategy and its

goals. Better exception will no doubt help company make a mark in the targeted market.

People: An organization’s human beings are its most valuable recourse for generating excellent

results year after year. Their judgment, experiences and capabilities make the difference between

success and failure. Noode’s key objective is to attract Generation me by their quality products at

lower prices and their packing and experience being fun and cool and not being a novelty.

Processes: Processes are where the things that matter about execution need to be decided.

Processes are tightly linked with one another to ensure synchronization

Feedback: Customers feedback plays an important role; Mr Seth Ratner founder of Noode helps

students of the university where he is currently working to recognize their dreams by getting

feedback on Noode skin care products and has produced 2 products after received the input and

continues to improve and produce new products via feedback acknowledged

Global Benchmarking: It must deliver quality products to targeted market with the focus to

overcome problematic skin combination rather than age defiance with their lower price ranges.

Noode focus is to produce quality products to meet the needs and wants of Generation me packed

in innovative and fun approach.

7.3. Core Strategies: Segmentation, Targeting and Positioning

Target market

Psychographics The target market prefers products made from halal ingredients.

Women requires products with basic properties of purification, nourishment, protection,

treatment and ageing prevention

of 30

Demographics Age: The potential customers of Noode would be of age group of 15 – 29 years.

Income: As for the income levels, Noode targets the middle class to the upper class.

Competitive Target .

The main competitors to Noode are AVON, Nevea, Body shop etc. In order to successfully

compete with these market rivals Noode is mainly concentrating on providing products at lower

prices and advertising aggressively which will play a vital role in attracting the targeted customers.

Competitive or Differential Advantage

The major competitive advantage is that it comes with an idea of “Generation me” since younger generation is more concern about their skin and young generation is moving to Dubai in large as this is one of the biggest business bay on world’s map.

Other allied distinctive advantages are as below:

• It is financial sound organization

• Coming up with diversified range of products

• The company is fully equipped with latest technology

• Providing quality products at affordable price

• Funky packaging

• It enjoys public trust and confidence in US market

• Strong and successful multi national workforce providing global outlook.

of 30

Positioning:

As Noode has been the most selling brand in US for last 5 years applauded by younger generation. Since Dubai is a new market for this product the perceptual map below illustrates the positioning of Noode in Dubai market against competitors.

8.0 MARKETING MIX DECISIONS

8.1. Product: Noode is planning for a launch their twelve-skin care product line for young

consumers of UAE between the age of 15 to 29, to tackle the skin problems and help prevent early

signs of aging.

of 30

Diagram 4 – Positioning of Noode

8.2. Price: The launch price for these products will be ranging from AED 60 to AED 90 depending

on the type of product.

The price demanded is 9% higher than the US market keeping in mind the import and duty

charges. Noode will also tie up with various departmental stores similar to strategy adopted by the

founder in United States to encourage availability of its products to buyers at convenient locations.

8.3 Place: Noode initially plans to have products displayed at various departmental stores and

pharmacies like Carrefour, Spinney, Lulu hypermarket etc as well as in famous beauty saloons

like VLCC, Nail bar, Cleopatra spa and beauty outlets like Paris Gallery in Dubai, U.A.E.

Noode also plans to display the products at leading pharmacies. As these outlets and location are in

ideal spots which will help target potential customers for skin care product.

8.4.Promotion :

In US Noode has promoted their products keeping the cost minimal since it has been a key tactic

for the founder, and has chose to use catalogue inserts, postcard, in store support combined with a

heavy sampling program, and store events like the teen appreciation day. However in UAE We

would run promotions to target the following:

• The affluent customers who are visiting Dubai.

• The residents of Dubai

• The affluent customers of competitors

The following promotional activities will be followed

of 30

Promotional Scheme Description

Advertising

• Exhibitions

• Press / Magazines

• Internet Pop-ups

• Beauty Shows

• Hoardings / Signboards

• Advertisements in local radios, channel

89.1, 101.6, 104.8

• Advertisements in local newspapers and

papers in various

• Markets

• Advertisements in local fashion and beauty

magazines

• Out door advertising using posters,

billboards, neon signs at beauty spas, bridge banners,

lamp posts

• Internet pop-ups in souq.com,dubailife.com

Public Relation

• Sponsoring beauty shows

• Free make over

• Target publications

• Offering free makeovers at beauty shows or

outlets

• At least one success story per month in local

beauty magazine to attract the market image and

informing readers about new launches if any.

Direct Mail & SMS

• SMS messages

• Develop mailing list with help

• SMS messages to be sent to all potential

customers with the help of telephone operators.

• A new attractive brochure should be

designed to be mailed to target eligible clients.

of 30

of Universities and Colleges

Sales promotion

• Special pricing at the time of

launch

• Brochure to be displayed at

various Spa’s and saloons

• Attractive prices at the time of launch to

attract target customers.

• 3% discount on makeover at saloons tied up

8.5. People: Noode will have a team of dedicated and qualified beauty experts who are ready to

serve with a positive attitude and willing to help customers get the right product for their skin

problem.

These experts would be young dynamic between 25-35 years, Presentable, Qualified and with

Pleasing personality.

8.6. Processes: The existing delivery channels will continue because the processes are tightly

linked with one another to ensure synchronization. If conditions change, synchronization realigns

the multiple priorities and reallocates the resources. The management works as a controlling

system over the processes.

8.7.Physical Evidence: Physical evidence is basically concerned with the image of the company

and its products as perceived by the customer. We will try to create its image by a planned

promotion not leaving the strategy adopted in US..

9. BUDGETING

The various promotional activities to be conducted for the launch of Noode skin care products are

detailed in the promotion section of the Marketing Mix. We will break up the marketing budget in

percentage in this section.

Advertising 45%

of 30

Table 5 – Promotional Strategies

Public relation 15%

Direct Mail 10%

Sales Promotions. 30%

10. ORGANISATION, IMPLEMENTATION & CONTROL

Organisation: The implementation of this marketing plan involves huge costs and it needs

complete support from the management. The management is fully aware of the marketing efforts

for which it has appointed a new Head of Marketing who will be supported by three marketing

managers. The head of marketing will implement plans and report directly to the MD.

The marketing managers will be responsible for the marketing activities in their own sectors and

will have marketing officers reporting to them. Budgets will be allocated to the managers by the

Head of Marketing and their performance will be evaluated every month.

Implementation: The areas of implementation and the timeline of this marketing plan is

illustrated in the Appendix I & II.

Controls: Controls is the most important part of a successful plan. Even successful plans fail if it

is not properly controlled. The main responsibility of controlling will be upon the head of

marketing department. He will take the following steps to see the successful implementation

Assignment of targets.

Monthly break-up of Budget

Monthly meeting with manager on the progress

Reporting to the Managing Director on a monthly basis

11.0 CONCLUSION

Noode Skin care line products have been a success in US market and have made their mark in the

US market with their quality products, low pricing and innovative packing. The above report is

of 30

created after analyzing the external internal market of UAE and identifying the strengths and

weaknesses of the products, this will help Noode classify the potential of launching the product in

strong market of UAE. The product range will target its potent ional customers of age range

between 15 to 29 via advertising aggressively to be prominent in the targeted market. Noode plans

to display its products in UAE at convenient locations keeping their prices minimal.

Bibliography

Books

David Jobber, “Principles and Practice of Marketing”, 5th edition, McGraw –Hill Companies, London 2007.

Tony Lindley, “Marketing Management, Bradford Study Guide”, Dubai, U.A.E. 2007

Internet Sites

http://www.godubai.com/citylife/press_release_page.asp?id=14859&search = Introduction &Executive summary

(N.A.2008) http://findarticles.com/p/articles/mi_m0DTI/is_1_32/ai_n6019377[Accessed 25/04/2008]

http://www.allbusiness.com/retail/retailers-health-personal-care-stores-cosmetics/8078623- 1.html

(N.A 2008) http://www.entrepreneur.com/magazine/entrepreneur/2004/january/66104.html [Accessed 05/05/2008]

http://www.highbeam.com/doc/1G1-97131769.html http://www.zoominfo.com/Search/PersonDetail.aspx?PersonID=385041013 Marketing Mix : http://www.marketingteacher.com/Lessons/lesson_marketing_mix.htm

Magazines & Newspapers

New York Times

Tony & Tina cosmetics and lucky magazine

of 30

http://www.godubai.com/citylife/press_release_page.asp?id=14859&search

http://www.marketingteacher.com/Lessons/lesson_marketing_mix.htm

http://www.highbeam.com/doc/1G1-97131769.html

http://www.allbusiness.com/retail/retailers-health-personal-care-stores-cosmetics/8078623-1.html

http://www.allbusiness.com/retail/retailers-health-personal-care-stores-cosmetics/8078623-1.html

http://findarticles.com/p/articles/mi_m0DTI/is_1_32/ai_n6019377

Appendix I

Implementation Timeline for Noode Marketing Plan (Publications & Hoardings)

Oct 2008 to April 2009 OCT '08 NOV'08 DEC'08 JAN'09 FEB'09 MAR'09 APR'09

Fortnighty 1 2 1 2 1 2 1 2 1 2 1 2 1 2Description Responsibility Budget Prepareation of Budget for ASC Adv Heads of MKT Present to Executive Committee for Approval Heads of MKT Advise Concerned units on approval Heads of MKT Advertising Prepare advertising requirements Heads of MKT Call for quotations from Adv companies Head of MKT Obtain necessary approvals Heads of MKT & GM Publication Campaigns in UAE Prepare advertising requirements Heads of MKT Call for quotations from Adv companies Heads of MKT Obtain necessary approvals Heads of MKT & GM Magazines Arabian Business Heads of MKT Emirates Airlines In-flight Magazine Heads of MKT Cathay Pacific In-flight Magazine Heads of MKT Air Arabia In-flight Magazine Heads of MKT Oman Air In-flight Magazine Heads of MKT Gulf Air In-flight Magazine Heads of MKT British Airways In-flight Magazine Heads of MKT Oman Air In-flight Magazine Heads of MKT Time Out Heads of MKT Living Heads of MKT Ahlan Masala Heads of MKTAhlan Heads of MKT Whats On Heads of MKT The Properties Heads of MKT Gulf Business Heads of MKTHello Heads of MKT Property Finders Heads of MKT Business Traveller Middle east Heads of MKT Construction week Heads of MKT Dubai Freehold property Guide Heads of MKTOK Middle east Heads of MKT

Heads of MKTInterior Design Heads of MKT Outdoor Design Heads of MKT Banking & Finanace Heads of MKT Construction Focus Heads of MKTArabian Travel Heads of MKT Emirates Home Heads of MKT Signboards & Hoardings Heads of MKT Airport Departure Lounges Heads of MKT

of 30

Airport Arrival Lounges Heads of MKT Check in Counters Heads of MKTBill Boards Heads of MKT Bridge Banners Heads of MKT Posters Heads of MKT Lamp post Signage Heads of MKT

of 30

Appendix II

Implementation Timeline for Noode Marketing Plan (Event & Newspapers)

Diary of Noode January 2009

January Event

1 2 3 4 5 6 7 8 910

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

Dubai Shopping Festival

NBD HDFC Musical event Ek Mastaani Shaam (Mad Jum)

Hindi Movie Premier Dubai- ASC

Dubai Desert Classic

Kiosk at Malls

Newpaper Publications 1 2 3 4 5 6 7 8 9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

7 Days

Gulf News

Khaleej Times

Al Khaleej

Al Bayan

Al Ittihad

Emirates Today

Page 1 of 30

AppendixII - Continued


Diary of Noode February 2009

February

Event1 2 3 4 5 6 7 8 9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

Dubai Shopping Festival

Dubai Desert Classic

Hindi Movie Premier- ASC

Dubai International Fashion Shows

Kiosk at Malls

Newpaper Publications1 2 3 4 5 6 7 8 9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

7 Days

Gulf News

Khaleej Times

Al Khaleej

Al Bayan

Al Ittihad

Emirates Today

Page 2 of 30

Appendix II - Continued


Diary of Noode March 2009

March

Event1 2 3 4 5 6 7 8 9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

Dubai Int Boat Show (TPO)

Dubai Fashion Show

Dubai World Cup

Newspaper Publications1 2 3 4 5 6 7 8 9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

7 Days

Gulf News

Khaleej Times

Al Khaleej

Al Bayan

Al Ittihad

Emirates Today

Page 3 of 30

Marketing Assignment

Documents

Transcript of Marketing Assignment