Solar Tech Communication Plan..

8/3/2019 Solar Tech Communication Plan..

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2011

Group Members

Muhammad Haseeb AminMuhammad Yousaf Khalid

Abdul Wassay

Nauman Khurshid

Waqas Ramzan

Abdulllah Altaf Khan

8/19/2011

Solar Tech Communication Plan


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Table of Contents

Company Introduction

PEST Analysis

SWOT Analysis

Communication Plan

Situation

Mission

Vision

Objectives

Competition

Strategies

Target

Segmentation

Barriers

Product offering

Price

Promotion

Media planning


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COMPANY INTRODUCTION

Solar Tech is a solar air conditioner power system provider company in Pakistan which is

initially starting its business from the region of Lahore, Punjab. The company aims to provide

electricity free solutions to the consumer. Currently we offer solar air conditioners solar power

system in our product portfolio.

Solar Tech introduces the idea of reducing a huge amount of utility bill of air conditioners that

add a huge amount of money and loss of other expenses. Solar air conditioners will be totally

disconnected from the electricity provider company and will run totally on solar panel system.

The sun has produced energy for billions of years. Solar energy is the suns rays (solar radiation)

that reach the Earth. This energy can be converted into other forms of energy, such as heat and

electricity. Solar energy is nothing but energy from the sun that is captured, stored and

converted to electrical energy. In addition to the practical benefits of solar, Solar Tech installs

the top of the line in solar panel technology with high quality, durability and warranty.

Our company provides products ranging from 1 to 2.5 ton of solar air conditioners power

system. A wise investment is the house that has low and stable utility bills - and eventually - a

positive cash flow. With the cost of electricity progressively escalating there is no better time tomake an investment in solar electric panels for your residence. Solar Tech provides the best

prices in the field of solar and aims to attain a good market share in the upcoming solar trend in

Pakistan.

We offer complete solutions that are tailored to our customer's needs and their level of

investment. Our recommendations are based on a thorough understanding of the renewable

energy market and bottom line financial considerations governing our customer's investments.


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PEST ANALYSIS

Political Factors

Electricity generation in Pakistan has shrunk by 50% in recent years due to an overreliance onhydroelectric power. In 2008, availability of power in Pakistan falls short of the population's

needs by 15%Pakistan was hit by its worst power crisis in 2007, after the assassination of

Benazir Bhutto and the following riots. Production fell by 6000 Megawatts and massive

blackouts followed suit. The blame was laid on the then president, Pervez Musharraf, and was

instrumental in his defeat. Load Shedding (deliberate blackouts) and power blackouts have

become severe in Pakistan in recent years. The main problem with Pakistan's poor power

generation is raising political instability, together with rising demands for power.

Solar energy getting popular across the world is also the best viable solution to energy

shortages in Pakistan provided that the government invests or at least makes investor-friendly

policies and implements them, too, said entrepreneurs and energy experts in interviews with

Dawn regarding the current market status for solar energy commodities and its future

prospects.

Right now, they said, countrys progress in exploring solar potential for electricity generation

was depressingly slow despite having perfect conditions for the same. Pakistan should learn

from countries such as Bangladesh, which witnessed the fastest expansion of solar use in the

world that, according to a World Bank report, changed the face of its remote, rural areas, the

experts added.

They were of the opinion that the government should legislate to make compulsory the use of

solar energy for electricity generation in development projects and specific residential use to

meet energy shortages. It should also stop further extension in the transmission lines and put

the entire funds meant for village electrification to solar use.

We believe that solar use is bound to spread in a natural way even if the government doesnt

support because other sources of energy are getting costlier and unavailable. Having said that,

government support is crucial so that all energy needs are timely met and all sections of society
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benefit, he said while highlighting the need for a market to start solar cells manufacturing in

the country.

Economical Factors

The global economy is facing huge challenges these days and prospects for growth have

deteriorated dramatically. The challenges seem to be a general slump in international demands

well as the more specific crisis on financial markets all over the world. Inflation is slowing.

Commodity prices are down. Personal consumption has lessened. Housing prices have been

declining for some while now, and still are. Other important factors of the economy now falling

are gross domestic products (GDP), real disposable income and business investments in

general.

Socio Cultural Factors

When thinking about socio cultural factors we mainly focus on demographics, lifestyle,

education level, attitudes towards work and consumption.

It may not have any impact on the culture of the target audience. To anyone who buys it is a

luxury item forms them. Pakistan is a third world country economically its not that much

established that we can afford luxury as our daily life. But I must say that No department of lifeas be it economic, cultural, religious or recreational has been free from the effect of this great

transformation in progress. Everybody wants to follow the latest trends of the new era.

Its in human nature that he always wants change in life, like in basic change in our clothings.

We may do whatever makes us happy. even if we talk about Pakistan, we come to know that

Pakistan has been change a lot, From the independence day of August 14, 1947 up to date,

Pakistans has been a society in transition. The society of Pakistan is dynamic and therefore

ever-changing, and its patterns are changing transforming from time to time

Technological Factors

Photovoltaics have the highest proven technical potential of all renewable energy sources in

the field of electricity generation from renewable energies in Europe.


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A solar photovoltaic cell converts the sunlight directly into electricity. In that way solar cell

energy generation is perhaps the simplest form of power generation, but the solar cells

requires high technology manufacturing processes. For the time being this makes solar energy

generation one of the most expensive sources of all renewable electricity.

A solar cell is based on a specific type of material called a semiconductor, and the most

common type of semiconductors used is silicon. The device generates a current by absorbing a

photon light which makes an electron in the so-called energy band of the semiconductor jump

from one position to another. It thus converts the light energy into electrical energy.

Polycrystalline silicon solar cells are the most common among the solar cells in the market

today, even though a form of silicon called amorphous silicon, which is deployed as a layer on a

surface of for example glass, so-called thin-film, is even cheaper. Thin-film solar cells also use a

simpler and cheaper structure than more traditional solar cells do.

Moreover online buying has gained popularity among the masses as it holds a lot of benefits for

merchants and customers alike. Though online shopping all over the world has become a way

of life, but in developing countries like Pakistan, online shopping is moving at a very slow pace.

There are few online shops in Pakistan but most of the people are unaware of their presence.

People also have limited technological awareness due to which they are unable to do online

shopping. Online buying is very beneficial for the people and facilitates the customers a lot in

providing quality products at discounted prices.


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SWOT ANALYSIS

Strength

Solar energy does not create and pollution. System will operate with negligible maintains. Electricity generation from solar energy is economically feasible where grid connection

or fuel transport is difficult, costly.

Maintenance cost is very low. A solar panels warranty is of 25 years.

Weakness

Solar energy and electricity are not available at night and it can be unavailable due toweather conditions and hence, a storage or complementary power system is required

for most applications especially in non sunny days. Solar panel consumes lot of space

over the roof.

We are selling the product that consumer are not well aware. The unit of solar air conditioners is expensive and is not reach of all the consumers. Solar system panels require much space on the roof of the building. Lack of product range.

Opportunities

The 89 pet watts of sunlight energy reaches the earths surface which is very largecompared to the 15 terawatts of average energy utilized by human beings.

The rising utility prices give us a good opportunity to set ourselves in the market. Opportunity to capture other areas of Pakistan.

Threats

Competitors are the main threats which may be direct or indirect competitors.


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There is very strong competition in the home appliance division. Every companyadopts different strategies for selling of the products. It reduces the profit margin

of each company and increases the bargaining power of the buyers who will

demand higher quality of products at lower cost.

Chinas products are another threat for the Pakistani companies because theseproducts are cheaper than the Pakistani products. China products stress the

indigenous companies to lower the quality and prices that will not be profitable in

the long run.

There is also slow growth rate of home appliance in Pakistan that will increase thestocks of the company. Although, this industry is in the growth phase, but the

speed of the growth is very slow.

Political instability in Pakistan is a threat to the evolving technologies which are for thebenefit of people.

There may be a threat of new entrants in the market.


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Communication Plan

Situation

Electricity generation in Pakistan has shrunk by 50% in recent years due to an overreliance onhydroelectric power. In 2008, availability of power in Pakistan falls short of the population's

needs by 15%Pakistan was hit by its worst power crisis in 2007, after the assassination of

Benazir Bhutto and the following riots. Production fell by 6000 Megawatts and massive

blackouts followed suit. The blame was laid on the then president, Pervez Musharraf, and was

in his defeat. Load Shedding and power blackouts have become severe in Pakistan in recent

years. The main problem with Pakistan's poor power generation is raising political instability,

together with rising demands for power and lack of efficiency.

In this fast world in order to survive it is very important for everyone to go for solar energy. The

huge change in the world and economy including energy crisis recession is very rapid. The

energy crisis in Pakistan and the severe condition of electric shortage has leaded us to situation

of disaster.

Room air conditioner making industry in Pakistan has taken rapid strides during the last few

years. The industry made a modest beginning in 1974, when a state enterprise produced the

first domestic air conditioner. Today 13 companies have the facilities to assemble and

manufacture air conditioners. However, currently, only nine units are in operation. Local

production of room air conditioners increased from 6,754 in 1985-86 to 18,913 in 1990-91,

showing an increase of 180 per cent per annum.

No instance in the world like we have, the tariff raised for a utility item, which is almost not

available in Pakistan. The shortage of electricity has become the biggest problem for citizens of

Pakistan. As the span and duration of its unavailability is increasing it is increasing different

diseases in its consumers like high blood pressure etc.

Pakistan has to Increase Electricity Tariff by 2 % on IMF Demand. Pakistan has assured the

International Monetary Fund (IMF) that it will increase the power tariff by two per cent from
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June 1, and a subsidy on electricity and petroleum will also be removed from the upcoming

budget.

This hot weather in Pakistan and especially this humid weather for last 6 weeks is unbearable

without a fan at-least. But load-shedding (power sharing) has been scheduled for almost 16

hours per day. Means electric power missing 2/3 part of a day. Really we are living in stone-age.

Our beloved Prime Minister, Mr Yousaf Raza Gilani told the nation that electric tariff has been

increased on the demand of International Monitory Fund (IMF) and World Bank (WB).

Suggestion for increase in tariff was around 60% but government has reduced it to 31%. When

we can tell the nation that tariff was increase on the demand of IMF and World Bank then why

we cant tell the nation that why they had asked us to increase tariff of electricity. We every

time announce that there is a short fall of electricity by so and so Megawatts.

Vision

To excel in providing engineering goods and services through continuous improvement

Mission

To take a lead to become a prominent, reliable Solar Power Supplier in Pakistan.

To contribute to the success of our company by providing products and services of the highest

quality.

To be successful in our mission, we shall participate in creating an environment where we all

have an important part to play. We shall strive to create and maintain a close bond with our

customers, based on integrity, respect and professionalism and to promote excellence in

customer service.


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OBJECTIVES

To carry on the business or businesses of manufacturing, selling, installing,maintaining designing and dealing in all kinds of electrical equipment.

To deliver quality products and services. To ensure that his customers receive products/services on time. To grow the business into a large renewable energy supplier and service provider.

COMPETITION

Direct competitors are the competitors who are already running the business of solar products

in Pakistan. Though there is no such company who is providing electricity free solar air

conditioner. The products in their portfolio include mainly commercial items such as solar

street lamps, solar garden lights and small units of solar power system which run very less

quantity of products in less wattage.

Right now, there are very few outlets in Karachi selling solar systems and gadgets. Products on

the sale include solar-powered fans (at an approximate cost of Rs8,000), mobile charger

(Rs1,000), geysers (between Rs20,000 and Rs75,000), laptop charger (between Rs6,000 and

Rs16,000), uninterrupted power supply system (minimum price Rs95,000), generator running

on both diesel and solar energy (minimum price Rs350,000 per KV with battery), different types

of lights (Rs600 to Rs10,000) and solar systems for residential use (cost depends upon the

capacity for electricity generation and requirement).

Competitors are:

Alantis Solar Systems Solar System Pakistan


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STRATEGIES

The business will provide quality and superior service at a fair price to the customers on time.

Promotional measures therefore will be quality recreational activities availability at the right

place and time.

The most important marketing strategies will be:

Product strategy

In response to the customers needs the business shall strive to lead with innovations both in

product design and services which are unequalled in this specific market and industry.

Pricing strategy

The business will have a mark-up policy of 20%-30% which is affordable by the target market. It

means a fair price lead by demand and supply.

Promotion strategy

The business will be engaged in direct marketing. The products will be market by means of

word of mouth and house visits and advertisement mediums.

Distribution strategy

This element of marketing is concerned with all those activities with are related to move the

product or service from seller to buyer. Solar Tech uses place strategy which ensures that

product is available to consumer at the right time when they are needed (time utility)

At the place where they are demanded (place utility) in the form or shape they are required

(form utility) and the ownership of goods is transferred with less financial risk (possession

utility)

A product reaches customer through a channel of distribution. This channel might be short or

much complex involving many kinds of middlemen but Solar Tech uses short channel of

distribution to minimize the expenses and ensure timely supply of goods to end user.


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Solar Tech bases on dealers for its sales and ultimate production. That is why they have a very

strict system of giving dealership and a very efficient procedure of allotting target to each and

every dealer. The company makes a contract with every dealer for the period of one or more

years depends upon the relation with company and efforts put by the dealers in specific

territories.

PLACEMENT AT SUPER STORES

Solar Tech will place its product at all superstores in Lahore which are namely

Hyperstar Makro Metro

We believe that our potential customer comes at these stores in a large frequency and the

reach of product can be achieved affectively. It seems inconvenient to place such a product at

super store but we will build a service team which on order from such stores will provide

services when order is approved, i.e if someone purchases a unit from superstore a call will be

given to us at the head office from there a team of installers will install the product at the given

address. Such places will be considered as a point of display and purchase too.


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TARGET

Our target market fall in the category of need based customers. Ranging from the age of 28 to

50 years. People in this category are driven by a specific need. When they enter the store, they

will look to see if they can have that need filled quickly. If not, they will leave right away. They

buy for a variety of reasons such as a specific occasion, a specific need, or an absolute price

point. As difficult as it can be to satisfy these people, they can also become Loyal Customers if

they are well taken care of. Salespeople may not find them to be a lot of fun to serve, but, in

the end, they can often represent your greatest source of long-term growth.

It is important to remember that Need-Based Customers can easily be lost to Internet sales or a

different retailer. To overcome this threat, positive personal interaction is required, usually

from one of your top salespeople. If they are treated to a level of service not available from the

Web or another retail location, there is a very strong chance of making them Loyal Customers.

For this reason, Need-Based Customers offer the greatest long-term potential, surpassing even

the Impulse segment.

These customers are often called section A-B customers in terms of media and advertisement

and research who are niche market category or have a a bit more expenditure of living.

Solar Tech targets its market by evaluating the wants of customers. Mostly Solar Tech will

target its market to the following classes

Upper class Upper middle class

MARKET SEGMENTATION

Market segmentation is the selection of groups of people who will be most receptive to a

product. The most frequent methods of segmenting include demographic variables such as age,


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sex, race, income, occupation, education, household status, and geographic location;

psychographic variables such as life-style, activities, interests, and opinions; product use

patterns; and product benefits. Much segmentation involves combinations of these methods.

No matter how segments are defined, however, they are characterized by considerable change

over time. The readings in this section exemplify areas of rapid change.

Geographical segmentation

Geographic basis focus on preferences contingent on regional factors, such as region (e.g.,

North or South), county, population density, urban or rural location, and climate. Collecting and

analyzing information according to the physical location of the customer or data source.

Our company distributes its geographical segmentation to the east, west and south of the

Lahore.

Demographic segmentation

Demographics include personal characteristics such as gender, age, marital status, social

attributes (such as ethnicity and religion), and income level.

For this purpose we have conducted a questionnaire which includes the questions regarding

their age marital status etc. the results helped us to identify their status and their behavior of

buying according to their status.

In demographic segmentation the market is divided into groups on the basis of education,

religion, race, nationality, income, occupation and social class. Demographic variables are the

most popular basis for distinguishing customer groups. One reason is that consumer wantspreference and usage rates are often associated with demographic variables. Another is the

demographic variables are easy to measure.
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Psychographic segmentation

Personality the distinctive character of an individual used as a basis for the psychographic

segmentation of marketing. In which individual of relatively similar personality with similar

needs or wants are grouped into one segment. In psychographic segmentation buyers will be

divided into groups on the basis of lifestyle or personality or values. People within the same

demographic group can exhibit very different psychographic profile.

Behavioral Segmentation

Behavior of different groups of consumers-their life-styles, patterns of buying and using,

patterns of spending money and time, etc. One of the five common segmentation strategies, its

objective is to defines specific niches that require custom tailored promotion. In behavioral

segmentation, buyers are divided into groups on the basis of their knowledge of, attitude

toward, use of, or response to a product. Many marketers believe that behavioral variables-

occasions, benefits, user status, usage rate, loyalty status, buyer-readiness.

Barriers

A shortage of information about solar technologies and little consumer awareness

Insufficient product standards Limited education for and insufficient numbers of trained and experienced personnel Inadequate codes and complex and expensive permitting procedures

With solar energy still being relatively new to the energy industry, there is a lack of information

and consumer awareness in regards to how solar energy works and what it entails.

Without consumer knowledge of solar energy, it will prove extremely difficult to convince a

consumer to switch from an energy source that has been used for years. Trained individuals

specializing in the solar industry will be the key to success in getting information out to

consumers.
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PRODUCT OFFERING

Solar energy based and requires zero electricity which defines a very less amount of utility bill.

Moreover we provide only solar systems that can be attached to your existing air conditioner.

Since it is expensive all around the world but in this report we will convince the customers bygiving the facts and calculation which can lead to the acceptability of our product in the market.

Solar power has great potential as an energy source for many different types of residential

homes and businesses. Most people know that getting energy from the sun is a "clean",

environmentally-friendly and renewable way to generate energy. What most people don't

know, however, is that solar power is affordable for many homeowners, and after the initial

investment, it pays for itself plus allows you to draw power from your system for free.

Residential home systems can be reasonably easy to install if you have the right space. Kits are

available that contain a PV or photovoltaic collector unit which allows the system to collect the

energy from the suns rays and convert it into electricity. It will also come with mounting

frames and hardware so that you can position your solar panel in the best possible location to

soak up the highest amount of sunlight. The best place to position your solar panel is on a south

facing roof where it will get sunlight for the longest period of time during the day.

Batteries are also an important part of a system because it allows you to store the energy

produced by your solar panels for later use - even when the sun is not shining. Like the solar

panels themselves, the battery isn't cheap but the energy savings really add up. Typically,

homeowners who install a solar power system see a return on investment in money saved on

energy bills in as little as three years or as many as ten years.

Specifications of the Product

We provide solar power solution for the following wattage air conditioners which have the

following range.
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Tons Amperes Volts Watts Kilo watts

/KW

1 6 220 1320 1.32

1.5 10 220 2200 2.2

2 15 220 3300 3.3

Price

Price is a strong element in the marketing mix. It has a direct impact on the customer, business.

To the consumer, the price is a major indicator of the quality of good and an important factor in

making decision about its purchase

In deciding the price the business management must consider the kind of competition in the

market for the good, the elasticity of demand for product, its cost of production etc

As far as Solar Tech is concerned, sets its prices of product line regarding the competition in the

market.

Prices of product line varies from product to product, some of its products prices are set on

quality base. Solar Tech is very well aware of the limited buying power of the average

population of Pakistan so to uplifting their living standard & trying to meet their expectations

regarding necessities of home appliances. So company tries to focus on this portion of society,

while setting the prices


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Watts in Kilo Price(Rs)

1.32KW 350,000

2.2KW 565,000

3.3KW 750,000-800,000

Parts of the System

We must know for all the ones who study this report that how does the solar energy system

works. A solar energy system consists of the following items.

Solar panels

A solar panel (photovoltaic module or photovoltaic panel) is a packaged interconnected

assembly ofsolar cells, also known asphotovoltaic cells. The solar panel can be used as a

component of a larger photovoltaic system to generate and supply electricity in commercial

and residential applications.

Wattage and size

Most PV systems produce about 8 to 10 watts of power for each square foot of roof surface. A

typical 100 kW system will require 8,000 to 10,000 square feet of unobstructed area. The size of

your system depends largely on how much electricity you are currently consuming. The less

energy you use the smaller the system you may need. If a PV system is designed, installed and
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maintained well, it will operate for as many as 40 years. All solar modules utilized carry a 25-

year warranty.

Maintenance of solar panels

PV systems require very little maintenance. Rain will typically be sufficient to clean the

modules. But on occasion they may need to be washed, and debris (e.g., leaves) will need to be

removed

Efficiency

The efficiency of existing solar panels is around 20-30 %. The remaining solar energy (70-80%) is

turned into heat rather than electricity. Since the amount of generated current is still quite low,

solar panels are relatively expensive compared to other generation technology (i.e. hydro, coal,

nuclear). As the efficiency of solar cells increase and manufacturing techniques improve, they

will become cheaper for the average residential household and become more widely used.

Inverter

An inverter is an electrical device that convertsdirect current(DC) toalternating current(AC); the

converted AC can be at any required voltage and frequency with the use of

appropriatetransformers, switching, and control circuits.

Charge controller

A charge controller, charge regulator or battery regulator limits the rate at which electric

current is added to or drawn from electric batteries.

In addition to these a solar energy system consists of batteries which may be dry or acid also.

The below given diagram can explain the working of a solar energy system.

No technology barrier

Another point to be noted is that if we consider the basic UPS attached at our homes contain

the basic charge controller which controls the charge on the batter not to overcharge them and

an inverter which can be fixed by any electrician.
http://en.wikipedia.org/wiki/Direct_currenthttp://en.wikipedia.org/wiki/Direct_currenthttp://en.wikipedia.org/wiki/Direct_currenthttp://en.wikipedia.org/wiki/Alternating_currenthttp://en.wikipedia.org/wiki/Alternating_currenthttp://en.wikipedia.org/wiki/Alternating_currenthttp://en.wikipedia.org/wiki/Transformerhttp://en.wikipedia.org/wiki/Transformerhttp://en.wikipedia.org/wiki/Transformerhttp://en.wikipedia.org/wiki/Electric_currenthttp://en.wikipedia.org/wiki/Electric_currenthttp://en.wikipedia.org/wiki/Battery_(electricity)http://en.wikipedia.org/wiki/Battery_(electricity)http://en.wikipedia.org/wiki/Electric_currenthttp://en.wikipedia.org/wiki/Electric_currenthttp://en.wikipedia.org/wiki/Transformerhttp://en.wikipedia.org/wiki/Alternating_currenthttp://en.wikipedia.org/wiki/Direct_current


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PROMOTION

METHODS OF PROMOTION

An organization adopts one or more of the following methods which are very common now a

day in uplifting its performance:

Advertising Personal selling Sales promotion Public relations

ADVERTISING

Advertising is non personal communication paid for by a clearly identified sponsor promoting

ideas, organizations or products. The most familiar outlets for ads are the broadcast and print

media:

The company highly believed in advertising. The company is expanding a lot of money on

different advertising media which are:

Television News papers Banners Point Of Sale Calendars Wall Clocks Brochures


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MEDIA PLANNING

Solar Tech plans its strategy to penetrate in media by the following percentages of the

advertisement budget.

We aim to allocate our budget for advertisement in media by 64% on television which is also

understood by the TV viewership pattern we extracted from sources and the day in life. TV is

the strongest source of advertisement in media. 21% of the advertisement budget is allocated

for the print media which include news paper, magazines and brochures etc. other than those

are small promotional activities in the form of standees and advertisement along the road side

having 15%of the budget of advertisement.

15%

21%

64%

0%

10%

20%

30%

40%

50%

60%

70%

OOH Print Tv


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Analyzing trends

TV viewership pattern of the target market

The above figure shows the TV viewership pattern of our target audience most of them are

concentrated on the news channel. This is to be noted that this data is representing Pak urban

areas in Pakistan not specifically Lahore. Still the data is helpful for us to analyze our own media

plan for our product. Another data retrieved is the daily life routine of the target market which

will use to define our media plan is given below:

The above figure represents the day in life of the target customers which are upper class and

upper middle class. The colors in the figure are referred according to the time and their

activities. This is a confidential data retrieved from a media agency which uses software and

higher research companies for such data. Software mostly used for this purpose is called CMI.

58%

46%

20% 18%25%

32%

8% 12%


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Proposed Media Plan for Solar Tech

We obtained a list of all the TV channels and evaluated the exact channel to use by using the

above provided research based data. Our contact point strategy is TV and print. Through this as

we are a Lahore based company we will use the Lahore based TV channels, magazines and

newspaper. Other print media will include brochures distribution in the news paper in order to

have a maximum reach with maximum frequency.

Proposed TV Plan for Solar Tech

We chose Geo TV and City 42 as City 42 is solely a Lahore based channel therefore these two

options are the best and as mentioned in the previous figures of TV viewership pattern news

channel are mostly viewed by the target audience which is up to 58%.

0%

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Going out

Exercising

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Sleeping

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Campaign Format

The campaigns start from 1st

September which will be the day of launching of the company and

it will remain active till 30th

September according to the following frequencies as mentioned.

Similarly Geo News channel is selected and the campaign time is the same starting from 1st

September till 30th

September. The above figure on the header shows the days in months

according to the dates. The timings chosen for the execution for the TVC starts from 13:00 till

23:30 and frequencies and spots are drastically applied as our company will be in its launching

phase. There will be a frequency of 293 spots for TVC on city 42.The add which will be executed

will be a 25 sec commercial which will include the presence and image of the brand and

company. The minute cost is mentioned in the figure. As we went for a 25 sec commercial our


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price is reduced to 1027 rupees per 25 seconds. This channel was found to be cheap therefore

City 42 was a better choice in regards to price and reach of the target audience.

Campaign on Geo News

The above figure represents the costing of the TVC on Geo News we used flat rates as our

budget for advertisement is not that strong and we are on the initial step of launching. On the

left side of the table we can see the timings of the add. Ranging drom 12:00 pm till 14:00 pm

and then from midnight 12:00 am to 1:00am. These were the spots we chose by timings.

Furthermore the TVC will be executed mainly on Sundays and Saturdays as mentioned in the

above figure. Total spots represent the total frequency of the TVC which is set to 108 spots for

the whole month.

TV Summary

Copy Frequency

Cost in

Rupees

TV 401 864,060

Total 401 864,060

Note: Costs are 85% media costs

Channel Frequency Spend %

City 42 293 300,935 35%

Geo News 108 563,125 65%

Total 401 864,060

Proposed Print Plan

For the print plan we used four well named news paper and weekly magazines for the

launching and advertisement of the company. News papers that we have selected from the

pool are:


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Magazines

Living Express (Magazine for domestic and commercial lifestyle)Technobiz Monthly magazine on Science & technology from Lahore PakistanMore Magazine (Technology magazine, Lahore)

Initially we have selected the above mentioned weekly magazines and the best possible

location will be selected in these magazines.

Other Tactics

We will go for a 3D approach, use colors, sounds and textures to engage your audience. Some

possible tactics and vehicles include:

Print - newsletters, posters, flyers, posted mail, personalized letters, direct mail piecewith premium item or small gift.

Electronic - Internet site, e-mail (possibly with hot link to information on a website),video

In-person - Large- or small-group meetings, peer-to-peer conversations
http://en.wikipedia.org/wiki/Living_Expresshttp://en.wikipedia.org/wiki/Living_Expresshttp://en.wikipedia.org/wiki/Technobizhttp://en.wikipedia.org/wiki/Technobizhttp://en.wikipedia.org/wiki/More_Magazinehttp://en.wikipedia.org/wiki/More_Magazinehttp://www.enotes.com/topic/Lahorehttp://www.enotes.com/topic/Lahorehttp://en.wikipedia.org/wiki/More_Magazinehttp://en.wikipedia.org/wiki/Technobizhttp://en.wikipedia.org/wiki/Living_Express


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Brochures Distribution

A proper brochure will be prepared with complete art work including the brands image, color

scheme logo, prices and specifications of the product with a brief introduction of the product

and company itself. Overall the brochure will be eye-catching in order to have a reach of the

customer.

Brochures will be distributed in offices and to the segments according to he territorial plan we

have developed which is south, east and west of Lahore mainly.

Brochures will be distributed within the weeks in the news paper for which the local news

paper supplier will be asked to place the brochures in the newspaper. This can lead to

maximum reach of the target audience.

Item Cost per item (Rs/paisa) Quantity of 40,000

Brochure 0.8 paisa 32000

Newspaper agency 1.5 60,000

Total cost: Rs. 92,000.

How to evaluate our success measure of the communication plan

How will you know if the launch of your new product, brand, organization or event is a success?

A year down the road, will your target audiences still be aware of it? A communication plan

should always include tangible success measures.


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First we will check the effectiveness of your communication pieces as they are delivered. Ask

recipients: "Are the messages clear and understandable?

Also, think longer-term. Pre-launch consumer research to yield information about target \

audiences awareness levels of your new offering at a certain point in time. Use this information

to your advantage. Repeat regularly thereafter. If awareness levels dip over time, you'll need to

increase the frequency of your communications activities.

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