Marketing Project Planner. Launching innovative product. A Usb

8/3/2019 Marketing Project Planner. Launching innovative product. A Usb

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PRINCIPLES OF MARKETING (PROJECT PLANNER)

SUBMISSION DUE ON THE 14TH

SESSION

Submitted to IRFAN HAMEED

Company Name

Product Name USB+

Brand Name/s Quantum

Topic Sub Topic Detail Topics

Continuous development with innovative quali

products and satisfaction of customer to makelife easy.

Marketing

Environment

MicroEnvironment

Mission Statement

Companys InternalEnvironment

y Finance departmenty Marketing Departmenty IT Departmenty Customer Relation Departmenty Human Resource Departmenty Legal Advisory Department.y Sales Departmenty Production Department

Customer Markety Franchise (20 Franchises in 10 Major

cities)

y Service centers (10 Service centers)y Retailers ( More than 50 retailers across t

country)

Competitors y Kingstony Sonyy Dell

Publics y Financial public: Faysal bank supportQuantum for loans. And 6 other parters.

y Media public: ads, print media, radio, TVChannels.y Government public: Quantum consult

lawyers for ethical advertisements

y Citizen action Public: we have adepartment serve for customer relationshi


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to stay in touch with customers.

y General public: yes, we are concernedabout the attitude of general public towarthe product as public image of a product

effect buying decisions of customers.

y Internal public: Quantum tries their levelbest to motivate their employees throughnewsletters so that they can are informedand motivated and have positive attitudeabout the product.

MacroEnvironment

Political & legal y Change in political and legal situationmay increase taxes so we will increase

the price accordingly.

Demographic AGE: 13 or above

GENDER: n/a

INCOME: 20000 or above

OCCUPATION: n/a.

FAMILYSIZE: n/a

RACE: n/a

RELIGION: n/a

Economic y Its depend upon Inflation rate if inflationIncrease then consumption will decrease it will effect our sales

Cultural y Understanding customers culture andinteract accordingly

Technological y New technology provides wide range offeatures in single product and also reducecost which increase the customers becauspeople want best quality at low cost.

SegmentationDemographic AGE: 13 or above

GENDER: n/a

INCOME: 30000 and above

OCCUPATION: n/a.

FAMILYSIZE: n/a


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RACE: n/a

RELIGION: n/a

Geographicy

DENSITY

: n/a

y LOCATION: n/ay CLIMATE: n/a

Product is provided in following areas.

y Metropolitany Urbany Sub Urban

Network for internet is controlled by Ptcl.

Psychographic

LIFE SYLE: yes, customer not only buys theproduct they buy value and lifestyle of the produc

PERSONALITY: yes, as persons personality

influences his or her buying behavior therefore ifproducts personality match with the customer itwill be easy for them to adapt it.

SOCIAL CLASS: Middle and above. Mostly

Upper class because they are the early adopter

BehavioralOCCASIONS:yes, on new years and Eid freedownloads and discount internet packages.

BENEFITS: yes, better internet signals and

memory.

USER STATUS: yes, new users will get freeinternet services for 7 days

USAGE RATES:yes, medium

LOYALTY STATUS: split loyal.

ATTITUDE TOWARDS THE PRODUCT:positive.


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Target Market

Strategy

Segmented Marketing Strategy.

FactorAffectin

gBuyingBehavioroftheircustomers

Consumer

Behavior

Cultural Factor y Will appreciate culture based advertisingfor different cultures.

Social class Middle class and above

Social Factor y People want easy access to information anpeople from same group prefer same

product.

y People want internet for social-networkinand online social networks.

y People want to be connected with theirfriends and family.

y People want quick and easy solution intheir busy lifestyles.

Personal Factor y Age & Lifecycle: n/ay Occupation: n/ay Economic situation: n/ay LIFE SYLE: yes, customer not only buys

the product they buy value and lifestyle othe product.

y PERSONALITY: yes, as personspersonality influences his or her buyingbehavior therefore if products personalitymatch with the customer it will be easy fo

them to adapt it.


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C

ompetitive

A

dvantage

y Ptcl is backing up quantum.y Great internet services and signals.y Multiple features.y Innovator of USBBluetooth.

ProductProduct

Classificationy Life style Product

Product

Mix

y USB+y Hands freey Chargers

Product

Line

USB flash drive

y 16GB USB flash drivey 32GB USB flash drive

Product &

Service

attribute

Product Quality y Grade-A memory in all our products.y Fast data transfery Excellent internet speed

Product Features y 16 and 32 GB Usb flash drivey Bluetoothy Mp3 Playery Internet

Product Style

y Stainless steely Loop at the endy Display screeny Hands free

Price


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Product Pricing

Strategy

y 16 GB USB for 4999 PKRy 32 GB USB for 6999 PKR

Price Adjustment

Strategy

y Dependent on competitors activityy Depend on the packages of internet

Marketing

Channels

Channel

Levels

SALES &

DISTRIBUTION

OBJECTIVE

y Franchise (20 Franchises in 10 Majorcities)

y Service centers (10 Service centers)y Retailers ( More than 50 retailers across t

country)

y High level of retail marketing penetrationmaximize sales

y Reinforce brand image and positioning.

y PowerfulPromotion

Promotional

Objective

AdvertisingObjectives

y To confine the target market throughadvertisement

Informative advertising

y Building brand image.y Demonstrate the effectiveness of the

product.

y Telling the market about the new producty Explaining how product works.


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Advertising

Strategy

Message Strategyy Communicate the products benefits and

value to customers.

Message Executiony I

ntroductiony Slice of lifey Musical

Advertising

Media

y Postersy Televisiony Radioy Social networkingWebsites

Key Facts STRENGTHS y Unique and innovativey Large number of customersy Backing from PTCLy Multipurpose

WEAKNESSES y If incase customer find any technicalproblem then it will be our weakness

OPPORTUNITIES y Monopolistic competitiony Entering with new innovation

THREATS y More companies might enter in the samemarket therefore we might face a rigidcompetition

MARKET SHARE Initially 0% will grow to 10 % in 3 months

Marketing Project Planner. Launching innovative product. A Usb

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