Ahmad Hassaan Qazi

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MARKETING MANAGEMENT

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T E R M R E P O R T

SUBMITTED TO
MISS SHEHNAZ MEGHANI

SUBMITTED BY

ROZINA HUSSAINI
VIJAY KUMAR
IRFAN BHATTI
ALI KHAN
PRINCE RAJPUT
BABAR ANSARI
SHAIQ QURESHI
DATED 27 NOVEMBER 2010

Contents
Letter of acknowledgement ………………………………4 EXECUTIVE SUMMARY6

Establishment of Wi tribe8

wi-tribe’s vision:13

CORE VALUES13

Swot analysis……………………………………………………………………………19

Situational analysis………………………………………………………………………

Perceptual map and Marketing Mix24

PRODUCT24

PRICING POLICY27

PRICING OBJECTIVE27

PLACE29

PROMOTION MIX32

PRINT MEDIA33

SALES PROMOTION33

Segmenattion……………………………………………………………………………..34

Positioning………………………………………………………………………………36

Entry barriers…………………………………………………………………………….38

EFE MATRIX LIST KEY EXTERNAL FACTORS OPPORTUNITIES & THREATS:39

Recommendations……………………………………………………………………….43

Reasons for product failure……………………………………………………………47

LETTER OF ACKNOWLEDGEMENT

Dear Reader:

It has been an honor for us to prepare a report on “Wi tribe’s Dongle” which was assigned to us by Ms.Shehnaz Meghani Without her rich guidance such a report would not have been any easy task to achieve.

We would again like to take this opportunity and express our acknowledgement distinctly to Ms. Shenaz Meghani for directing us about the technical aspects of the report and we express sincere gratitude to our parents for their continuous support throughout the preparation of this report.

Sincerely,

SHAIQ QURESHI-
ROZINA HUSSAINI
VIJAY KUMAR
IRFAN BHATTI
ALI KHAN
PRINCE RAJPUT
BABAR ANSARI

LETTER OF TRANSMITTAL

Ms.Shehnaz Meghani
Instructor
College Of Business Management
Karachi

Dear Ms.Shehnaz

We are presenting this report that you had authorized us to write for the spring Semester 2010. This report is based on various marketing aspect of Wi tribe Dongle.

This report gives a history of Wi tribe and its establishment in Pakistan; moreover we focused on environmental effects, buyer’s decision process, pricing and profit analysis, and SWOT analysis and communication channels carried out in marketing Wi tribe Usb.

For the reason of providing you with a detailed and complete analysis on the topic, both primary and secondary research was employed. This mostly included the study of handouts given to us by the head office and personal meetings with the marketing department’s executives. I would like to thank all those who provided us their valuable help.

It has been a privilege to work on this report for which we are grateful to you. Should you have any query concerning this report, we will be happy to discuss them with you.

Sincerely,

SHAIQ QURESHI-
ROZINA HUSSANI
VIJAYKUMAR
IRFAN BHATTI
ALI KHAN
PRINCE RAJPUT
BABAR ANSARI

EXECUTIVE SUMMARY

It is the product which is mainly offered to a fragmented market i.e. to the users of internet who have laptops and who want to use it as a mobile device but it is a question mark in itself in the introduction phase of the life cycle.

After the situational analysis the reason for the introduction of the brand is discusses with particular emphasis on the segment of the market with laptops and the need to have mobile internet.

The marketing mix is also discussed in detail with a particular focus on positioning its brand as a high price high quality brand in the minds of the consumers but after the analysis we have concluded that it...
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