Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
ISLAMABAD
AD MAG
Submitted to:
Sir Ayyaz Reshi
Submitted by:
Our foremost thanks are due to Almighty Allah for making us enable to
complete this project in the due course of time. Then we would like to pay
gratitude to our course facilitator Sir Ayyaz Reshi for solving our issues and
clarifying our concepts. He really has been of great assist. We owe a great
deal to our families and class fellows and specially Madam Sarwat for their
constant support and encouragement.
E xecutive S ummary
Advertising
Sales Promotion
Publicity & PR
Sales Force
Direct Marketing
The reason of our entrance in this field is the high profit margin and such an
attractive market. Our AD MAG Magazine has no competitors as such and
this was another good reason for entering the market. Some of the
advertizing magazines are already operational in this segment or market but
still we have a competitive advantage over them of price off magazine.
Total investment for this project is more than Rs 0.5 million. Nature of
business is partnership. Marketing Research System and Marketing
Information System are specially focused at competitive edge over expected
competitors at any level of our Magazine life cycle.
This is not a very heavy budget for us so we have decided to go for private
branding strategy.
Our price will be fair and we have price penetration strategy because we
want a high market share in the market before the entrance of any competitor
in the market.
We will distribute it at mass level in Rawalpindi and Islamabad,
Promotion can be carried out via Website and Personal Relationships as we
can’t afford heavy budget for Billboard, Hoardings and Television
Campaign.
Introduction
We have recently incorporated a new company AD HOME Pvt (Ltd).
We are going to launch a new advertizing magazine AD MAG in our target
market to facilitate companies and businesses in advertizing.
Mission statement
Vision Statement
Making AD MAG every product requirement.
Weakness:
Opportunities:
Threats:
Expected Competitors
Print Suppliers/Developers
Law and Order
Load shedding
Economic Crises
Bargaining power of Customers.
Bargaining power of Suppliers.
A Focus on Assessment of the Market Opportunity:
Target Market Segments:
Islam
abad Attock Lahore Punjab
These are our different segments and we have analyzed Rawalpindi and Islamabad as
our target market.
We have seen an opportunity in the market of Rawalpindi & Islamabad
that there is very huge advertising potential, consumer want advertisement
and companies want their products advertise through every channel. we
came with a new idea that will attracts companies that their products,
services and ideas become the part of the public life as they are not going
to pay a single penny out of their pockets and they will carry our AD MAG
Magazine with their home where every one in the home can read it out and
get information about the different products and services of multiple
companies.
Apart from that we have no competitors in our targeted market.
Some of the news paper can be our competitors in logical senses but their
life cycle is very short and plus they are charging money from their reader
and targeted customers.
Financial Goals;
Financial Goals:
Positioning.
High Market Share.
Capture high exposure.
Available in all prominent stores and Home Delivery via different
means.
Marketing Strategy:
Our strategy is based on delivering a strong customer value proposition in
a niche market. Our marketing strategy will be very clear. We have to build
a very strong relationship with the concerns. We will have to visit directly
the different companies, stores, manufactures and distributors with the idea
that we will make your product and service every home and individual
decision choice.
We are aiming to distribute and placed our end product via very
distinguished procedure, meeting the stated criteria and the
way we have selected different tools for placing.
Placed on Mega stores and shopping malls
Distributing to the drivers, individuals and families at traffic
signals
Hire services of news paper delivery personnel to deliver the
Magazine with the news paper.
Visiting once in a Magazine period into different graduate and
post graduate institutions.
Hire a distribution team that will carry distribution operation
across the twin cities as required and instructed by the
company higher authority.
3 Paper 30000
4 Printing 40000
5 Binding 10000
6 Packing 2000
7 Distribution 12000
Total Cost
110000
Total Pages 10 Total side 20
R
Price :( Customer Cost)
Penetration Strategy:
Although AD MAG is new in the market without any competitor and got the
distinctive features but it cant go for price skimming strategy as AD MAG is
not a technology based product.
So, for capturing a rapid market share our company “ADS HOME Pvt (Ltd”
CEO decided to go for price penetration strategy.
Our focus is on good-value pricing strategy where we can charge via
providing right blend of quality and differentiating service.
AD
MAG AD AD
MAG MAG
D
I
R V
E V
I I
C
T A A
Sales Shop
News
Force ping
Paper
Mall
s
D
I V V
R I I
E A A
C
T
BCG Matrix:
AD MAG lies in Question Marks and it has the ability to become a Star very
early after its growth stage.
Strategies Required:
Increase of Investment.
Ad Campaigns.
Stronger Customer Relationships.
Conclusion:
Coming with new idea and then developing its market plan is really very
critical job for a Ceo of the company but at every stage of making a
marketing plan we have consider all the strategies and that’s why we remain
successive.