5.0 MARKETING PROGRAMS

Below are elaborations of the marketing programs proposed for PRAMISH TECH

marketing strategy as to promote our products or services.

5.1 Marketing Overview

Marketing is defined as the activities that are carried out systematically to encourage

and increase sales of products or services as long as the activities are in line with religious

and ethical practices. Marketing also is a critical activity in any business because it forms the

backbone to the total business effort in achieving a profitable income. This section will

briefly discuss about the marketing plan of PRAMISH TECH. Marketing plan of PRAMISH

TECH comprises analysis, marketing strategy, and marketing budget. This section is also a

representation of the overall contents of company’s marketing plan details which will be

described in the following section.

In marketing strategy, profitability lies on the consumer needs and want as well as to

satisfy customers, and at the same time achieves company targeted profits. Regarding to this

needs, PRAMISH TECH Company's marketing strategy rests on the belief that its products

and services represent a value-added approach to interpreting, qualifying, and understanding

the complexities of the gas detector technology markets. To implement this strategy, our

company intends to place paid advertising banners on strategic websites in the computer

fields and to utilize search engine portal and general media advertising.

Besides that, marketing also can be defined as any entity that has the purchasing

power to acquire goods and services to fulfil customer’s needs and wants. In order to ensure

the marketing efforts are fulfil the needs and wants, PRAMISH TECH have identified and

focuses their efforts on a selected group of customers. These efforts are carried out in order to

ensure that the marketing efforts are taken within the scope and capabilities of the business.

In the other hand, identify the target market is also one of the important steps in

preparing marketing plan. Target market is defined as a group of customer with needs and

wants that can be satisfied by the business through the supply of goods and services.

Identifying target market is very important element in marketing because it is almost

impossible for a business to offer a product that can satisfy the needs and wants of the entire

population. It is also important because PRAMISH TECH have limited resources in terms of

time, money and manpower. This limitation also means that the business focus its activities

on attracting a core group customer that has the highest potential to purchase the services

offered. In this case, our target market would be those clients who have company that is deals

with confined space at their place and also to the clients who works with the presence of the

dangerous gases on their workplace. However, PRAMISH TECH also never ignore the other

existing target market that brings income and profits to our company such as the other groups

that exist in the same market.

After the target market is determined, the business needs to make a sales forecast. The

sales forecast is the expected sales potential from the selected target market. Thus, to prepare

a sales forecast, PRAMISH TECH will first determine the market size where the potential

purchase includes purchases of the competitor’s product within the same market. Then,

PRAMISH TECH will identify the competitors to know whom the business is sharing the

market with and to develop appropriate marketing strategies to compete with its rivals.

Therefore, we have analyze the strengths and weaknesses of the competitors in terms of size,

experience, number of years in business, financial capabilities and product line. The third step

in preparing a sales forecast is to estimate the market share. Market share refers to the portion

of the market that the business can control after taking into consideration market size and the

competitor’s position in the same market. Lastly, we forecast sales for the coming business

period. Several factors are taken into consideration when forecasting sales which includes

customer awareness of the existence of the business where PRAMISH TECH will perform

aggressive and intensive marketing efforts through advertising and campaigns, as well as

considering the seasonal factors that might influence the patterns of customers wants and

needs which require the satisfaction from product provided by PRAMISH TECH.

The target market of this business can be segmented into three groups. The first group

is for the industry sector, the second is for the social group and the last one is for the

unorganized individual. Each of the three segments mentioned will be communicated in a

different ways of communication. These three segments have been chosen because they are

having the high possibilities to be the main purchasers of our company’s product.

5.1.2 Market Size

Market size is the total potential purchase that is expected from the target market. The

potential purchase includes purchases of the competitor’s products within the same market.

Currently, the target size for this business is only the countries in Malaysia included Sabah

and Sarawak. In this case, PRAMISH TECH is going to estimate how much the product can

be sales based on forecast which analyse from the target market information gathering.

Before writing the marketing portion of business plan, entrepreneur needs to do some

research on their customers, industry, and competitors. The easiest way to get the information

they need is to first obtain data from other sources and then fill in the gaps with their own

research. Consumer research involves finding out who will visit to PRAMISH TECH, how

much they expect to pay for the product, where they see advertisements will be take into

consideration.

Demographics are important in marketing research, and they are usually fairly easy to

find, identifying the age, marital status, family size, income level, education, occupation, and

ethnicity of people to visit PRAMISH TECH will help owner to determine their target. In the

high-tech era, the owner can always get the information they want through website for them

to make analysis.

In generating the technology business, geographic is the important factor to determine

the possibilities of the business. The location of the business must be very strategic to ease

the customers to come to our company. Usually, the industrial area in the big city is the best

choice.

Sales forecast is the customer awareness of the existence of the business which focus

on promoting the products or services and building trust between the business and the target

market. It also involves the seasonal factors which are influenced by certain seasons within a

particular business period. Besides, it also will involve the pre-sales period within occurs

only at the start of the business operations.

In the other hand, research competitor’s abilities are very important for the PRAMISH

TECH to know the strength and weakness of competitors and getting know their marketing

capabilities. In gas detector product business, they will know how the strength and weakness

of their business after making some analysis through the collected information. So, it helps

them to set a target to achieve successful in business.

5.2 Marketing Programs

PRAMISH TECH employs strategic models and tools to analyze marketing decisions

to ensure our business stay in industry. PRAMISH TECH focuses more to the targeted

audience, proposition and implementation. We market our product using various and

aggressive marketing strategies such as viral marketing, and video marketing.

5.2.1 Marketing Strategies

Our strategy in marketing programs and implementation:

1. Emphasize Customer Service

PRAMISH TECH com will differentiate from other gas analyzer, sensor and detector

business entity and will establish business offering as a clear and viable alternative for the

targeted market. We put a heavy emphasis on the convenience of our service.

2. Build a Relationship-Oriented Business

Building long term relationships with our customers is critical to remain competitive in this

industry. Listening to our customer’s needs and behaviour patterns is key in providing

excellent product of our company to the customers.

3. Focus on Target Markets

We need to focus our offerings on the busy professionals, who want to save time to enjoy

convenience, multiple services, and total satisfaction of services.

4. Differentiate and Fulfil the Promise

We can’t just market and sell product but we must actually deliver as well. We need to ensure

we have the knowledge-intensive business and service-intensive business we claim to have.

5. Strategy Pyramid

Our main strategy will be placing emphasis on customer service and implementing a

customer relationship management system (CRM). Through this system we are able to serve

our customers better by understanding their needs and want in order to use the product for the

safety purposes on their workplace. Our second strategy is emphasizing relationships. The

tactics are marketing the company more regular contacts with the customer, and increasing

sales per customer.

6. Product Strategy

The product strategy will list out all the products of PRAMISH TECH Sdn Bhd with the

aspects of brand, quality, design, and labelling.

a) Brand

A brand is a name, term, sign, symbol, or the designs that identify a product and differentiates

it from any other product. PRAMISH TECH will use its name as a brand for all its products.

PRAMISH TECH logo is used to make it more commercial as well as to represent the brand

of our product.

b) Quality

Product quality can be in terms of performance quality and conformance quality.

Performance quality is measured in terms of durability, reliability, precision, ease of

operation and any other factors. Thus, we have done several tests on our product in order to

ensure that our product have the high quality of operational and performance.

c) Design

Product design and service package plays an important role in satisfying and delighting the

target market. The design of the product must be have the values to convenience the user in

terms of installation and maintenance as well as to attract the target market.

d) Labelling

Labelling performs several functions such as identifying, grading, describing or even

promoting the product. So, our company will provide the information of the manufacturer

and the warnings label on our product

5.2.2 Pricing Strategy

The price of the product is the amount of money charged to the customer for a particular

purchase. It is important for pricing a product before we sell it to customer because the price

must be affordable to the customer. Our pricing is based on the table below:

i. Cost-based pricing

Cost-based pricing is based on the total cost of the product plus a standard mark-up price. The mark-

up is the profit margin that is desired from the sale of the product.

ii. Value-based pricing

The customer’s perception of the value of a product is a key factor considered in value-based pricing.

PRAMISH TECH has conducted some research in several mills at industrial area in Malaysia which

requires this product and the results shows that they preferred to purchase the products at a low price.

iii. Competition-based pricing

So far in Malaysia, there are only small amount of business which supply this gas detector to

customers so this is one of the advantages to sell our product at the affordable price.

5.2.3 Promotional Strategy

To implement this strategy, our company intends to place paid advertising banners on

strategic websites in the computer fields and to utilize search engine portal and general media

advertising. Other than Internet marketing, we still depend on newspaper advertising as our

way to reach new buyers.

Advertising

Printed media

Broadcast media

Social media

Internet

Outdoor

Sales promotion Promotes straight to clients.