5.

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 companys 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 customers 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 competitors 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
competitors 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 companys 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 competitors 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 competitors 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 customers 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 cant 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 markup is the profit margin that is desired from the sale of the product.
ii.

Value-based pricing

The customers 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.