Strategic Marketing

Company: Advertising agency Class Section: A

Group Members
Imran Khan Ab ullah Khan "am#a A$mal L1S07MBAM2016 L1S07MBAM200! L1S07MBAM00!2

University of Central Punjab

ADVISION (Pvt.) Ltd.

Your dreamsour ideas

Vision Statement
To claim as the best marketing firm in Pakistan, dedicated to serve our clients with creative solutions and innovative ideas through intensity, integrity and intelligence.

Mission Statement
Our mission is: .To be Pakistans leading marketing firm which provides creative solutions coupled with innovative ideas to the clients. .To be associated with our clients as their marketing partner by helping them achieve their marketing objectives. .To obtain and sustain distinct competence through efficacy of our customer service and enthusiasm towards our vision. .To be recognized as the firm which inspires creativity sparks innovation and encourages talent. .To promote rewarding encouraging motivating environment in which we can accomplish our mission.

Positioning
!To give your vision a route to success with creative solutions and innovative ideas in a cost effective manner"

Objectives
#s no company can survive without financial resources and without enjoying any profit so we too seek to enjoy a handsome profit out of our services. To be known to our clients as a firm providing cost effective yet innovative marketing solutions. #s the advertising market has already been saturated by many marketing companies so our primary objective is to introduce ourselves to the businessmen and obtain competitive place in market. To appear as a market challenger with creative solutions and innovative ideas. To maintain friendly relations with our clients by satisfying them with effective marketing solutions. To reach our clients through effective promotions. To do practices those are acceptable under the rules and regulations of P## and government of Pakistan.

SWOT Analysis
Strengths
$ost effectiveness %econd ad agency in Pakistan to introduce& o 'obile billboards o 'obile tri(vision o 'obile video billboards $reative staff Public relations %killed and efficient labors

Weaknesses
$apital constraints )ew entrant *imited resources *ess client holdings

Opportunities
'arketing boom +lourishing industry )ew ,rands emerging in the market ,usinesses realizing marketing needs for their products-services $ustomers becoming more educated and conscious about what they consume.

Threats
.ntense competition 'ultiple market leaders /overnment rules 0 regulations Political instability )atural calamities 1eligious rigidity

$ompliance to P##

Customers Ana !sis

,usiness organizations always want cost effective innovative services $orrelated with their market approach capable of achieving their market and organizational goals.

2very business now has marketing needs because without marketing it products or services a business cannot survive in the market or cannot sustain its e3istence. %ome large companies have their own marketing department that performs all kinds of marketing activities of the company but those businesses which do not have their own marketing department hire some advertising agency in order to advertise and promote their product or service. $ompanies spend heavily on advertising in order to keep going in competition. .n order to analyze their spending behavior we can have these 4uestions& o o o o o 5hy they spend6 5hen they spend6 7ow they spend6 5hat they spend6 5here they spend6

Why they spend? 2very business wants to be known to its target market in order to stay in competition and ultimately to earn profit that is !why they spend" When they spend? ,usinesses continue to spend on advertising but there are some times when the spend more as compared to normal in Pakistan they accelerate their spending on several traditional and religious occasions running different seasonal campaigns for instance& o o o o 2id days 8ashn(e(baharan 1amazan 9arim others

The ice cream manufacturers spend more in summer as compared to winter so do the home appliances manufacturers for some products like air conditioners fridge and deep freezers and other cooling products. How they spend? They hire advertising agencies and other marketing firms to advertise and promote their products and services. What and where they spend? #s for what and where they spend we have some facts and figure (provided by GALLUP and compiled by AU O A! that clearly show that what amount they spend and where do they spend this amount on promotion of there products. #s for marketing their products there are there major areas of advertising where they spend. o o o o Print 'edia :utdoor Television 1adio

+ollowing figures show the advertising spend by different companies in Pakistan on above mentioned areas.

"op #$ product cate%ories Advertised in Print &edia

'ate%ory ()hare $lassified #dvertising ;< Telephone-'obile $ommunications = 1eal 2states = 8ob :pportunities-)otices > ,anks > T?0 1adio %tations @ 2ducational .nstitutes @ $inema ; #utomobiles A 'agazines A :thers B; "otal #$$ "op #$ 'ompanies that advertised in Print media 'ompany (share 'obilink C Dfone E Telenor Pakistan B */ 2lectronics B

)oor ?illas B #l )ahayan 2nterprise B Pak %uzuki 'otor $ompany B )okia $orporation ; Dnilever Pakistan ; Dnited ,ank of Pakistan ; :thers >< .This data shows that what company invests more than anyone on print media like in newspaper and magazines etc that also shows which area of business to target which means that which sector of business in spending more on advertising.

"op #$ product cate%ories advertised on "*

Categor! Telephone-'obile communications 'ilk 0 Fairy Products $arbonated %oft Frinks %hampoos ,anks Tea ,iscuits ,eauty $reams-*otions-+ace 5ash Toothpastes Fetergents :thers $ota "s#are ;B C C E E B B B ; ; E@ %&&

$o' %& Com'anies t#at advertised on $V

Com'an! Dnilever Pakistan 'obilink PT$* Pepsi $ola .nternational P0/ Pakistan Telenor Pakistan )estle Pakistan 5arid Telecom $olgate Palmolive Pakistan $oca($ola :thers "s#are A< @ C E E E ; ; ; ; C=

$ota

%&&

.That shows that which company spends more on T? ads and commercials and which does not spend much on T?.

Ad spend on adio )tations

)tation +' A<< +' G= 1adio Pakistan +' A<A +' A<@.; +' A<> +' =A +' A<B :thers "otal s (mn! =C =B GC @= B @< EG B@ @C +#, (share AC AC AE AA A< A< G @ AA #$$

"otal Advertisin% )pend

T? Print :utdoor Firect 'arketing 1adio "otal s (billions! A<.CC >.E@ ;.@ A.@ <.CC --./+ (share E@ BB AA > B #$$

0.That shows how much money is spent on each of the radio stations for advertising. #bove listed data helps us analyze our target market and making plan which sector of business to focus. That also shows that client businesses are willing to spend in advertising and encouraging new entrants.

Com'etitors Ana !sis

$ompetitors play an important role in determining intensity of competition in an efficient market. 5e have various direct competitors who threat our entry and survival in the market& some of them are listed below& :rient 'c$ann 2rickson 85T Pakistan #ds Plus 'arketing %olution %ynergy #dvertising HPvt.I *td 1/ ,lue $ommunications #d /roup HPvt.I *td. .nterflow $ommunications #d$om HPvt.I *td. ,laze #dvertising ,litz #dvertising HPvt.I *td. ,ond #dvertising $oral $ommunication HPvt.I *td 7awk #dvert. 0 $ommunication $onsultants /lobal #dvertising #gency Time $ommunications Jtra ?ision Trends #dvertising HPvt.I *td

Strengt#s o( Our Com'etitors)

+ollowing are the strengths that our competitors have in the market %aturation of the market $ost advantage over new entrants +inancially strong firms ,etter personal relations /reater access to clients

7aving better !%.T2%" for outdoor advertising ,etter client holding than new entrants ,earing handsome market share #bility to bear losses in short term if new firm enters $lient satisfaction

*ea+nesses,
+ollowing are the weaknesses that our competitors have and that can also be the opportunities for us and any other new entrant. *ack of innovation Traditional methods of advertising They do not advertise their agencies on& o 1adio o Television

Segmentation

,asically our target market is all the business operating in Pakistan but for convenience we divide it into following segments. o o o o o o ,anks Telecom companies +'$/s 'edia Hradio and T? channelsI Political PartiesH in election periodI :thers services providers

#ny small or medium sized company or a business company spending 1s C million and more on its advertising.

Mar+eting mi%.Product
At Advision we mainly deal in two categories of marketing solutions. AT !Above the line marketing".#reative $T !$elow the line marketing".%utdoor

A$L.Creative
As AT involves creativity and designing so we &rovide following kind of solutions for above the line marketing.

POS (Point o( sa e)
'or &os we design and create following( / !er A single &age leaflet with gra&hical designs to reach your brand audience.

0untings

#olorful buntings with brand names &rinted on them usually on sales &oints. )ake your sale &oints more attractive with buntings with e*citing designs we offer.

1. Stand A stand like + sha&e showing the message you want to deliver.

Poster Pages dis&layed on the walls of sales &oints making &eo&le see and think about the brand they are buying.

Signboard o Po e sign

o 2anging ( ag

0roc#ures #reatively designed brochures and business cards for business meetings and &ersonal sales offices

2. Giveaways
Key chains

Mugs

Glasses

Clocks

T- Shirts

Caps

Calen ars

!T"#Out oor
%utdoor advertising has always been good medium to convey brand messages to the mass audience. Through outdoor advertising you can reach your brand audience more than any of the medium of advertising, in outdoor advertising we offer( 0i boards ,o matter if T- channels are changed and radio turned off our outdoor billboards are here to deliver your brand message and ca&tivating the attention of your brand audience while carrying your cam&aign. .e ensure that your message reaches over three million &eo&le &er month. The billboards are further divided into two main categories . o Permanent billboards o /otary billboards 0n 'ermanent bi board, we offer &ermanent location of billboard with &ermanent structure, and in rotar! bi boards we &enetrate different market with same dis&lays.

0i boards
Seria No. 1 2 : < Si3e 23453 :34;3 ;34:3 =34= 1<4<> Site categor! A, $6, A6, $ A, A6, $6, b A, $6, $ A, $ , $6 $6, $ vie4 7ingle89ual 7ingle89ual 7ingle 7ingle89ual 7ingle89ual

 Mobi e bi boards
*#! mobi e bi boards5 According to an inde&endent survey conducted by ?A were found about mobile billboard advertising.

@P following results

o ;1A of &eo&le notice ads shown on the sides of vans. o :BA said that they would look closely at such ads o ;1A of res&ondents could recall the advertisement days later.

*#at 4e o((er5 The billboards have now transformed into roaming billboards. .e offer mobile billboards with our van carrying your message wherever you want from designated routes we offer. %ur vans are well ca&able of driving more than >33 miles a week ensuring that more and more customers get to watch the ads. )obile triCvision

)obile video billboards $y using mobile trivision and mobile video billboards the customers not only watch the ads but also get the message delivered by you. 7ervices offered by A9vision also includeD o o o o o o o Advertising cam&aign o&erations 'uel Tolls @niformed drivers !client su&&lied" Product or literature distribution !additional charges a&&ly" 0lluminated $illboards /oute scheduling !routes determined by client" 6vent management $ransit ads *a sca'es

0anners

Streamers @sually used in cam&aigns and at the time of launching a new &roduct. 0t also hel&s in outdoor marketing, reaching more and more &eo&le.

0us s#e ters

Advertising dis&layed on bus shelter at different bus sto&s in different locations. Also a medium in outdoor advertising.

7. Price
Prices have always been a &oint of discussion and negotiation among advertising firms and its clients. As discussed in our mission and vision statements we will be &roviding cost effective services to our clients that means that the &rices of our services will be Euite lower than the other Designation " o( time on account $ota cost to t#e c ient!/s" #reative director Art director #o&ywriter 1 #o&ywriter 2 -isualiGer 1 -isualiGer 2 -isualiGer : -isualiGer < B3 B3 B3 B3 B3 B3 B3 B3 $ota cost 'er mont# advertising agencies o&erating in Pakistan. 2B3,333 ;3,333 :<,333 <2,B33 <1,B33 <3,533 ::,<=B :3,333 9:7&;9

Creative
'or our creative services we charge affordable &rices that includes(

Advision (ee structure

Note, all the &rices are subFect to change with the siGe and s&ecifications of creative material used. And all out of &ocket e*&enses will be charged at actual with &reCa&&roval of client in both.

Outdoor

%utdoor cost will be charged as &er following( 8, 0i boards,8 The costs for billboards de&end on the following factorsD 7iGe of billboard ocation $illboard ty&e !i.e. rotary , &ermanent" Period of dis&lay -iew ty&e !single8dual"

All the &rices are offered kee&ing these factors in mind and all these &rices are negotiable and may change according to the services &rovided.

8, Mobi e 0i boards,8 'or a standard route we offer following &rices Lengt# o( contract : days 13 days :3 days 2 months 5 months <ates 1>,3338day 15,B338day 15,3338day ,egotiable ,egotiable Discounted rates (or re'eat customers 1=B338day 15,3338day 1B,B338day ,egotiable negotiable

Note, #am&aign rates may also vary in accordance with geogra&hical locations 'ees or s&ecial &ermits may a&&ly Production costs vary according to your gra&hic reEuirements. .e will receive your gra&hic designs electronically and will have them &roduced to the s&ecifications reEuirements at our &roduction facility )ulti&leCvehicle cam&aign contracts may be Eualified for a 13A discount rate.

=. P ace.distribution
'or distribution of our services we got office in these cities of Pakistan( ahore Harachi 'aisalabad

>. Promotion
'or &romotion, we will be using only &rint media and outdoor advertising. .e will &ublish our advertisement in &o&ular news&a&ers and magaGines of ahore and Harachi like(

Ne4s'a'ers
9awn 9aily times I*&ress The ,ews

Maga3ines
Aurora Time )agaGine 7ynergyGer visage

Outdoor

$our rea%s&our i eas'

Contact us 0322-4636231 0321492 9!9

"our dreams#our ideas$

Contact us 0322-4636231 0321-492 9!9

?our dreams@our

ideas

C.
Peo&le at A9vision com&rise ofD o o o o o o o o

Peo' e

creative director creative manager co&ywriters -isualiGers 7killed labors ?ra&hic designers @niformed 9rivers %ther staff

<ecruitment and se ection, Peo&le at A9vision are recruited as &er the reEuirements of the cam&aigns. Hee&ing in mind all the cam&aign which run these days the staff is recruited and directed to the reEuirements of such cam&aigns.

:. Process
/or creative 'or creative our &rocess flows as follows. 0ntroduction of our services to the client

#lient briefing about &roduct8service

$rief discussion with creative director

)edia work begins

#reative work begins

Pro&osal &resented to the client 9iscussion with brand team

#lientJs a&&roval

Printing and out&ut &resented to the client

'inal dis&lay of ad cam&aign

;. P#!sica 6vidence
Cor'orate o((ice. 6 A / 0 oc+ BroundC Mode $o4n La#ore

Printers at 4or+

:ur mobile van.