Marketing Plan
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Transcript of Marketing Plan
Principles of Marketing
Snooker’s Aim
Group MembersWajid RizviTalha NadeemAli MohsinZubair Humayun
OverviewWe would be discussing:
Current Marketing StrategyObjectives and IssuesMarketing StrategyAction ProgramsBudgets
IntroductionStarted operating in November 2002Average Revenue of about Rs.130,000/monthLocated at the Khalid bin Waleed roadServices offered; Pool, Snooker, and a small
Café
Current Market SituationFounded in 2004Owner initially owned one at NIPAShifted operations at Khalid bin Walid Rd.Profitability declined due to the emergence of
Rehman and GalaxyEst. market size is Rs. 20 lakhs and is
expected to grow at a 5 year CAGR of 3%
Current Market Situation(cont.) Market Description
• Exclusively male customers• Age group is 10-60 years• Word-of-mouth promotion
Service Review• Good condition cue sticks for customers.• Cue-stick lockers.• Clean and maintained snooker and pool tables.• Side bar with soft drinks and snacks; cigarettes also available.• Guard for safety purposes.• Yearly revamping of tables.• Air-conditioned environment, sound system for a more enjoyable atmosphere• Generator available in case of power shutdown.
Age Group Under 15 15-25 25-40 40+
Frequency 10 50 15 10
Current Market Situation
Billiard Rates
Zone Aim Indus Rehman Galaxy
Snooker1.25/min 1.25/min 1.25/min 1.25/min 1.25/min
Snooker-special2.0/min
- 1.5/min 1.5/min -
Pool 3x6 10/frame 10/frame 10/frame 10/frame 10/frame
Pool 4x8 20/frame 15/frame - - -
N.B.:For a double pool match the rates are either doubled or charged half a more of the original frame price.
Competitive ReviewZone
Chief market player50% share in the whole cityAmong the senior members of PBSAHuge investment – Red & White’s only resort for
championshipIndus
Second best playerUsed to hold R&W tournamentsStarted relying more on PBSAStill visited by great players
Competitive Review (cont.)Rehman
Similar to Aim.Established in 2004Low pricing strategy helped capture the marketLost market share due to less maintenanceMeasures taken to regain the lost market
GalaxyA very low profile snooker clubLowest market shareRelies on word-of-mouth promotionMost players are those living in its proximity
Marketing Strategy Service Differentiation by providing the ultimate playing
experience Main target market is age group 18-40 Next is kids and youngsters aged 13-18 so as to build long-term
profitable relationships Shirt campaign Positioning
• Service differentiation• Gift T-shirts to new loyal customers• Organize a pool and snooker tournament
Service strategy• Better cues for unusual players• Equal dealings with every player for waiting time• Electronic play lists – songs to be played upon sequential
requests• TV near counter displaying learning videos and channels at
times
Marketing Strategy Cont…
Pricing StrategyServices are priced in accordance with
quality of services and competitionPrice structure to remain same, initially while
higher quality services are offered to gain market share (More for Less)
Later on prices will be increased marginally to enhance profits
Marketing Communications StrategyAwareness lowCommunications strategy will focus on low
cost and high reachWeekly ads during certain months in a
leading newspaperBrochures will be distributed as a part of
promotional campaignAd slides on local cable television channels,
(upon good response)
Marketing ResearchMostly analyticalMeasure customers’ attitudes and behaviorQuestionnairesFrequency of visits, time spent, services
availed will be noted and analyzed
Marketing organizationNo immediate plans to create and maintain a
separate marketing department Although coordination would be required to
carry out all the proposed plans.
ACTION PROGRAMS
June-JulyInitiation of advertising campaign – Newspaper ad.Primary focus – attracting students on summer
holiday.Brochures to be circulated from the beginning of July. Method of circulation - i) Door-to-door delivery ii) Mosques iii) At club premises
August-SeptemberTwo tournaments, at inter-school and inter-college
level, to be organized.Nominal fee to contribute towards cash prize fund.School/college authorities to be brought on board;
posters to be placed on notice-boards.Reporters from print media to be invited.
October-NovemberRe-launch of newspaper advertisements, announcing
club membership scheme.Membership fee: Rs.3000 for 6 months.Mainly to appeal to frequent visitors.Club merchandise to be available for sale from
November onwards.Merchandise to serve twin purpose of generating
revenue and promoting club’s name.
DecemberMonth of consolidation, review and future planning.Focus to be laid on analyzing success/failure of past
six month’s efforts.Feedback forms to be circulated among consumers.
Budgets
BudgetsBrochure would be designed by Adcom (Rs.
2000)Ad would be published in DAWN Newspaper.
(Rs.3500)Strategically located
4000 brochures would be printed at the rate of Rs.2.5/brochure, totaling to Rs.10,000
BudgetsAdvertising Start Date End Date Budget
Rs.
Brochure Design 15/5/2008 30/5/2008 2000
Brochure Printing 1/6/2008 30/6/2008 10000
Newspaper Ad Design 15/5/2008 30/5/2008 4000
Newspaper Ad - Summer 1/6/2008 1/8/2008 28000
Newspaper Ad - Fall 1/9/2008 1/10/2008 14000
Total Advertising Budget 58000
Objectives and IssuesIncrease Market share to 20% by the end of
first yearMr. Iqbal’s Savings would increase by
Rs.10,000How will Mr. Iqbal cover the advertising
budget of Rs. 58000?
Objectives and Issues
Current Forecasted
Sales 130,000 150,000
Costs (at 40%) 50,000 60,000
Profit (Sales – Cost) 80,000 90,000
Home Expenditures 72,000 72,000
Savings (Profit – Expenses)
8,000 18,000
Objectives and IssuesEnvironmental FactorsSeasonal shiftsRising InflationPolitical uncertainty
Recovering the advertising Budget:
Cost Recovery Graph
-70000
-60000
-50000
-40000
-30000
-20000
-10000
0
10000
1 2 3 4 5 6 7 8 9
Months
Co
st
Thank You