Marketing Plan(Fastrack Watches)
Presented By:Arslan Ahmed (2992)Bilawal Zafar (3004)Usaid khan (2960)Abdul Waheed (2961)Habibullah (2967)
Presented To: Sir Naveed Altaf & BBA 22 (A)
Executive Summary Fastrack –An Introduction ProductsObjectivesMarketing ShareFuture Plans
Fastrack-Products:Sport WatchesNight Watches10% Decrease in Price-Competitor’s UndercutPenetration Strategy
Market:Mid and High Level Watches TrendEnhanced Image Appeal
Financial Considerations:Start up Cost Rs.5 MillionOwner’s Equity Rs.3 MillionLoans of Rs.2 Million
ObjectivesTo be number one selling Brand in PakistanModerate PricingAchieve 55% Gross MarginAchieving 20% Market Share in Major Cities
KEYS TO SUCCESSQuality Products100% Customer SatisfactionBuilding Brand Image and Brand Equity
COMPANY LOCATIONS AND FACILITIESIndustrial AreaDistribution
Rawalpindi-Arslan Co.Islamabad-Bilawal-The Bilz & Co.
Product DescriptionCan be used at 100 Meters deep in the waterSports WatchesNight WatchesDurable SteelHard Rubber Combination
Product Life Cycle and 4psIntroductory Stage:
-Highly 4ps Focusing-Introducing
Growth Stage:-Increasing Pricing-Growth-Decreasing Cost (Economies of Scale)
Maturity Stage:-Existing Customer Focusing-Augmented-4Ps For Brand loyalty
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SMART AnalysisSpecific:
-increasing Sales -20% Annual Increment in sales
Measurable:-Using SPSS and DAS-To make Objectives
Realistic:-Using Real World Facts and Figures-Objectives will be realistic
Time Bound:-3 Year limit to achieve its objectives-Near to reality
Micro-AnalysisCustomers:
-Youth-Aggressiveness Management-Modifying according to Customers Needs
Suppliers:-Supply Chain-Raw Material-Availability
Competitors:Pressure Groups:
STPD AnalysisSegmentation:
-Youth (Students)-Businessmen-Kids-Females (Young Girls, Aged ones)
Targeting:-Youth-(14-30)-Students-High Schools, College, University etc.
Positioning:-4Ps-Warranty-Customer Care Service
Differentiation:-Style (New look, Attractive, Color Contrast etc.)-Quality-Design-Durability
PESTEL AnalysisPoliticsEconomicsSocietal SystemTechnologyEnvironmentLegal System
SWOT AnalysisStrengthsWeaknessesOpportunitiesThreatsPorter Five Model Analysis
New Competitor/ Entrants
New SubstituteSellers PressureBuyers Pressure
Marketing Mix 4ps Analysis Product:
-Augmented-Product Association-Branding
Pricing:-Competitors Undercut 10%-Penetration Strategy
Sales Strategy:-Arslan and Co.-Communication between Bilawal and Arslan
Promotion:-As per PLC-Described above
Place Strategy:-Self Reliance-Legal VMS-Co-Branding
Push Strategy:-Distribution to Distributors-Retailers and Whole-Sailors
Marketing Communication System:Identifying AudiencesCommunicational ObjectivesDesigning ObjectivesBudget ForecastingSelecting ChannelsMeasurement of Results
Measuring ResultsSales At outletsInventory ManagementDatabases and Commercial DataSurveysSales Increment or Decrement
Questions ?
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