6.

MARKETING PLAN
6.1. Objective of marketing plan
i.
ii.
iii.

To provide an affordable services and high ended product.

To generate a comfortable net profit by the second year.
To have a client relationship that will keep us on top whenever they need us.
6.2. Introduction about the product and service.
Aurani Photography is a company that giving services of photography and sell printed

photos. We serve all demands from customers. We also offer the customers with some
packages that suitable for them. Wedding, personal and portraits are among events that we
encourage and suitable with our packages. Besides, the packages are relevant with our
services with reasonable prices. This makes our customers feel convenience and satisfy with
us. Other than that, we are selling products for them by combining all the photos with
reasonable prices. Literally, we are providing the services for taking photos of them and we will
print it as the products.
6.3. Target Market
Target markets for Aurani Photography are for the people who want to get wedding
photography services, portraits or personal such as baby shower. Other than that, the target
market is also for any wedding planner company who needs photography services for wedding
or engagements. The customers that are being targeted are living at Klang Valley area because
Aurani Photography studio is located at Shah Alam, Selangor.
i.
ii.
iii.

Wedding.
Personal.
Any event occasion.

6.4. Sales forecast

Package 1

Package 2

Package 3

Sales Collection

(RM)

(RM)

(RM)

(RM)

3597

1299

1599

6495

4796

1299

3198

9293

2398

2598

3198

8194

4796

3897

3448

12141

4796

2598

4797

12191

3597

3897

4797

12291

2648

3098

6646

12392

3847

3897

4797

12541

4097

4147

5047

13291

10

3847

3897

5297

13041

11

4796

3897

4797

13490

12

4097

4147

5297

13541

Month

Year 1 (Total)

138,901

Aurani Photography is new in the business field. Therefore, as the same as the other
business, when it is not being recognized by people, it leads people to feel uneasy to purchase
goods or services because they are risking their money on something they feel less confident. It
shows in the first month. The sales for Aurani Photography made are not profitable. This is
because Aurani Photography is still new in the business then it needs time to make people
confident with the photographers skill with the pictures and moments they take.
However, in the second month, Aurani Photography is able to make the sales higher.
This is because people are purchasing the Package 1 and Package 3. The staffs are trying their
best to markets Aurani Photography by uploading the previous buyers pictures on the Internet
to promote their quality of work. Then, it shows that their efforts are working because it gets
higher.
Unfortunately, even the second month Aurani Photography able to make the sales
higher, on the third month, their sales is dropping down. It is not because of the staffs have stop
promotes Aurani Photography but there are lesser people who wants to purchase the Package
1. By referring to the sales forecast, the number of people purchase Package 2 is higher than
the previous but the Package 3 is still maintains. This does not make the staffs are feeling
failures but it makes them to put more effort on keeping this business going on.
The third month is the wakeup call for all the staffs in Aurani Photography. Therefore,
they are putting so much effort in marketing Aurani Photography. The sales forecast shows that
their efforts are worthies because the sales are increasing from the fourth month until the ninth
month. The sales are increasing about RM 100 until RM 1150 and it is good news for Aurani
Photography.
However, on the tenth month, the sale is dropping again. Then, the staffs are working so
hard to get them back on the market and get more sales by doing more advertising which it is
worthies because Aurani Photography gets more sales on the eleventh month and twelfth
month.

Every month has different sales. This is because many reasons but some of it probably
staffs are not putting so much effort on marketing and the markets are dropping down because
the lack of events are happening on some months.
6.5. Market Size
Market size can be defined as the number of individuals who are the potential buyers of
a product or service in the market. The market size for Aurani Photography will be known by the
specific calculation. First, collect the total number of people live in Shah Alam which can be
found at City Council of Shah Alam (MBSA) is 646,890. Assuming that 60% of the total
population in Shah Alam are the targeted need the photography services and the rest are not
going to need photography services. Therefore, the 60% of the total population in Shah Alam
would be 258,756. From the 60% of the total will be divided by three groups which will bring the
total of 86,252 because they are the target market and they are the possible buyers. The next
step is Aurani Photography has finds out that the quantity purchased by an average buyer in the
market per year is 55 by referring to the competitors. Last step is Aurani Photography need to
calculate the average price of each package. Refers to the packages that Aurani Photography
offers to the customers, the average price is RM 1,366. The calculation of market size will be
stated as below.
Market size = 86 252 x 55 x RM 1 366 = RM 6,480,112,760
6.6. Competition
Every business has it owns competitors if the products or services that being sell are related
with others but the differences are based on the prices and qualities. Aurani Photography also
has their competitors because they offer the same services and selling printed photos which has
the same target market because at the same location which is Shah Alam. For example, the
competitors for Aurani Photography are Clicker Studio, Nadia Zahari and Qulukis Photography.
6.6.1. Clicker Studio
Location: Seksyen 6, Shah Alam
a) Strength

i.
ii.

i.
ii.

Has established earlier than Aurani Photography.

Receive various types of events or requests.
b) Weakness
The price of each of the packages is high.
Inexperience photographers.

6.6.2. Nadia Zahari

Location: Seksyen 3, Shah Alam
a) Strength
i.
Has established earlier than Aurani Photography.
ii.
Many available photographers.

i.
ii.

b) Weakness
The price of each of the packages is high.
The readiness of the products takes too long.

6.6.3. Qulukis Photography

Location: Seksyen 6, Shah Alam

i.
ii.

a) Strength
Has established earlier than Aurani Photography.
Offers many promotions.

i.
ii.

b) Weakness
The qualities of the pictures are quite low.
Inexperience photographers.

6.7. Market Share

6.7.1. Market share before

6.7.2. Market share after (the first year)

6.8. Marketing Strategies

Marketing strategy is the goal to make more sales and achieve a sustainable competitive
advantage because it is the foundation of a marketing plan. There are multiple ways for each
organisation to apply the marketing strategy. It based on what types of products or services they
sell. Therefore, Aurani Photography is not exceptional to apply those strategies because without
marketing strategies, their business might not be recognised by the possible buyers. The
marketing strategies that Aurani Photography used are stated as below:
6.8.1. Product strategy
a) Use high quality paper and ink to print the photos.
b) The editing for the photos will be done perfectly by Aurani Photography editor.
c) The photobook that will be used is a high quality.
d) All the Aurani Photography labelled will be attached on the soft copy only.
6.8.2. Service strategy
a) Aurani Photographys photographer will always be at the events on time.
b) Photographer for Aurani Photography will use their fully skills to take good shots.
c) Aurani Photographer will print the photo and make it ready on time.
6.8.3. Place Strategy
Aurani Photography office is located at Anggerik Mall, Shah Alam. The building located at
Seksyen 14, Shah Alam, Selangor Darul Ehsan. The location of the mall is in the middle of Shah
Alam. This will ease the customers to reach Aurani Photography studio and discuss it further.

6.8.4. Promotion Strategy

Marketing strategy is the goal or objectives for any business to increase sales and achieving
a sustainable competitive advantage. Therefore, Aurani Photography will identify their market
segments through Internet, promotions and tenders. Aurani Photography hopes that the
business will run smoothly and brings happiness to the customers by applying the strategies
that being stated.
6.8.5. Advertising Strategies
Among the advertising strategies that Aurani Photography will use are printed media,
communication media, brochures, pamphlets, billboard, and publicity. Aurani Photography also
will cooperate with other event management or any wedding planner to get tender from them.
This will make easier for Aurani Photography to get tender or jobs.
a) Printed media
i.
Newspaper Berita Harian on page 35 with the scale of 8 cm x 4 cm.
ii.
Magazines Wanita on page 176 with the scale of 30 cm x 12 cm.
b) Internet
i.
Web pages Website with the name of Aurani Photography.
ii.
Social Media Facebook and instagram with the name of Aurani Photography.
c) Flyers / Brochures
i.
The flyers will be distributed at some shopping mall at Shah Alam such as Selangor
State Development Corporation (PKNS) and Shah Alam Convention Centre (SACC)
ii.

Mall in A4 paper about 50 copies every week.

The brochures are being placed at the studio in order for the customers to save a
copy about the packages that we offered.

d) Sales Promotions
i.
Free mini - sessions for mothers with baby bump for the third Full Package with
ii.
iii.

Wedding event.
Gift vouchers sale at the end of the year.
Guarantees that the clients will be 100% satisfied otherwise money back.make it
clear on the website.

6.8.6. Direct Marketing

Aurani Photography is new in the business and the business is suitable if the products or
services are being sold directly to the public because the customers have to made appointment
before they can ask for the shooting or photography. Therefore, the customers themselves need
to contact Aurani Photography directly by mail order or telephone.
6.8.7. Pricing Strategy
The packages are suitable with the services Aurani Photography offered for the
satisfaction of the customers. Then, with our professional photographers, the packages that
Aurani Photography offered have very reasonable prices. Therefore, the packages are being
listed as below.
Half Day Package 1 RM 1199
1-2 Photographer(s)
3 hours of photography session (1)
100 selected digital pictures on CD/DVD (2)
40 pages A4 Landscape Photobook
Online gallery
Delivery time in 2 weeks (max 3 weeks)

Recommended for engagement, wedding, or malam berinai.

Also applicable for personal photography such as birthday celebrations,
convocation or sporting events.
(1) Additional time at RM250 per hour.
(2) More than enough exposures will be taken to be selected to the required
number of images.
Half Day Package 2 RM 1299
1-2 Photographer(s)
4 hours of photography session (1)
200 selected digital pictures on CD/DVD (2)
40 pages A4 Landscape Photobook
Online gallery

 Delivery time in 2 weeks (max 3 weeks)

Recommended for wedding.

Also applicable for personal photography such as birthday celebrations,
convocation or sporting events.
(1) Additional time at RM250 per hour.
(2) More than enough exposures will be taken to be selected to the required
number of images.
Full Day Package RM 1599
2 Photographer(s)
7 hours of photography session (1)
300 selected digital pictures on CD/DVD (2)
40 pages A4 Landscape Photobook
Online gallery
Delivery time in 2 weeks (max 3 weeks)

Recommended for engagement or wedding.

Also applicable for personal photography such as birthday celebrations,
convocation or sporting events.
(1) Additional time at RM250 per hour.
(2) More than enough exposures will be taken to be selected to the required
number of images.

https://www.facebook.com/AshAnisPhotography?fref=ts
https://www.facebook.com/t.concepto?pnref=lhc
https://www.facebook.com/pages/LOOKitLOVE-photography/165498946854337?
ref=br_rs
https://www.facebook.com/PhotographicNorman?ref=br_rs
https://www.facebook.com/pages/Amanda-Studio/127361094012269?pnref=lhc
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https://www.facebook.com/bajonzphotography?ref=br_rs
https://www.facebook.com/pages/AzamHashim-Photography/223067269074?
ref=br_rs

https://www.facebook.com/ArtistryMomentsPhotography

http://www.bplans.com/photography_studio_business_plan/executive_summary_fc.p
hp
http://www.slideshare.net/macdougalltravis/saucy-grill-marketing-plan

http://www.thefinanceresource.com/free_business_plans/free_photography_studio_b
usiness_plan.aspx
http://www.bplans.com/photography_studio_business_plan/strategy_and_implementation_sum
mary_fc.php

http://www.ikahwin.my/vendors/photographer/nadia-zahari?
state=Selangor&category=photographer
http://www.ikahwin.my/vendors/photographer/adib-hakim?
state=Selangor&category=photographer

1. Here are some comparisons between Ezwan Events and

competitors.
Giving the lowest packages and best services
Office stated in center of town, easy to meet and have a
meeting.
Well-known through contact person.
2. Classification product
Ezwan Events serve customer depending on their demand.
Ezwan events let customer choose for our packages itself.
Ezwan events only recommended the best package for their
customer. Among services from Ezwan Events are:
Photography services
Photo printing