Marketing Plan

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Marketing Management
DATE
20/07/2012

Term Report
Marketing Plan

SUBMITTED TO
Ms. Beenish Nida

Bushra911
Hira Fatimah 1088
Saba Matin 10935
Iqra University North Nazimabad Campus
Table of Contents
Work Load Distribution7
Acknowledgment9
1. Executive Summary10
2. Market Analysis11
2.1Market Definition:11
2.2Market Size:11
2.3Market Segmentation:13
2.3.1 Demographic Segmentation:13
2.3.2 Geographic Segmentation:14
2.3.3 Psychographic Segmentation:14
2.3.4 Behavioral Segmentation:14
2.3.5 According to Benefits Sought:14
2.4Competition:15
2.4.1Direct Competitors:15
2.4.2In Direct Competitors:15
2.4.3 Competition and Market share16
2.4.4 Competitiors strengths and weakness16

3. Consumer Analysis17
3.1Nature of buying decision:17
3.2Participants:19
3.3Demographics:20
3.4Psychographics:20
4. Factors that Cause Customers to Switch21
4.1 Pricing:21
4.2 Inconvenience21
4.3 Core Service Failure21
4.4 Service Representatives mistakes21
4.5 Response to Service Failure21
4.6 Competition22
4.7 Ethical Problems22
4.8 Involuntary Switching22
5. Service Quality Management23
5.1 Strategic Concept:23
5.2 High Standards:23
6. PESTEL Analysis24
6.1 Economy24
6.2 Politico Legal24
6.3Demographic25
6.4 Technology25
6.5Echological(natural)26
6.6Sociocultural26
7. SWOT Analysis27
7.1Internal(Strengths)27
7.2Internal(Weaknesses)27
7.3 External(Threats)28
7.4 External(Opportunities)28
8. Mission Statement and Vision Statement29
8.1 Mission Statement29
8.2 Vision Statement29
9. Objectives30
9.1 Short Term30
9.2 Long Term30
10. Marketing Strategy- Market31
10.1 Market Segmentation Bases31
10.1.1 Demographic segmentation31
10.1.2 Psychographic Segmentation31
10.1.3Behavioral Segmentation32
10.1.4 Geographic32
10.2 Target Market32
10.3 Market Positioning33
10.3.1 Positioning Statement33
10.3.2 Positioning Strategy33
10.3.3 Slogan35
11. Marketing Strategy Product36
11.1 Levels of Product36
11.1.1 Core Benefit36
11.1.2 Actual Product36
11.1.3 Augmented Product36
11.2 Product Life Cycle Stage36
11.3 Product Attributes (Product Features, Style&Design, Quality)37 11.4 Brand Name, Brand Image, Brand Equity37
11.5 Product Support Services37
12. Marketing Strategy- Price39
12.1 Pricing Objectives39
12.2PricingMethod…………………………………………………………………………………………………….39 12.3Pricing Strategy……………………………………………………………………………………………………39 12.3.1 Penetration Price:39
13. Marketing Strategy- Distribution(Place)41
13.1 Geographical Coverage41
13.2 Distribution Channels41
13. Marketing Strategy- Promotion43
13.1 Promotional Goals43
13.2 Advertising (Reach, Frequency, Media Theme)43
13.3 Sales Force requirements, techniques and management43
13.4 Sales Promotion44
13.5 Publicity/ Public Relations44
13.6 Direct Marketing45
14. Budget46
References:50

Work Load Distribution
Usman GhaniAwan:
Enrolled as 10939, Usman has contributed individually in the following areas: * Market Analysis
* Consumer Analysis.
Bushra Mehmood :
Enrolled as 1088 Bushra has contributed individually in
* PESTEL Analysis
* Market Segmentation Bases
* Target Market.
Saba Matin:
Enrolled as 443 Saba Matin has individually contributed in
* Distribution
* Market Positioning
* Mission and Vision Statements.

Samyia Ahmed:
Enrolled as Samiya Ahmed has contributed individually in
* Market Strategy –Product,
* Objectives.
Hira Fatimah:
Enrolled as 10935 Hira has contributed individually in
* Factors that cause Customers to Switch
* Service Quality Management
* Marketing Strategy – Price.
Team Work:
* SWOT
* Executive Summary
* Budget
* Promotion,

Acknowledgment
This report is the product of the efforts of our group members. After being thankful to Almighty ALLAH we are really thankful to our group members for putting their efforts...
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