Final Assignment

Principles of Marketing

Marketing Plan AB Communications

Ahmad Bilal 10159

Umar Nawaz 10102
Bilal Aslam 10154
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Contents
PURPOSE: ...................................................................................................................................................... 3
VISION: .......................................................................................................................................................... 3
MISSION: ....................................................................................................................................................... 4
SITUATIONAL ANALYSIS: ............................................................................................................................... 4
SWOT ANALYSIS ............................................................................................................................................ 7
PESTEL ANALYSIS........................................................................................................................................... 8
POLITICAL CONDITIONS ................................................................................................................................ 8
ECONOMICAL CONDITIONS .......................................................................................................................... 8
SOCIAL FACTORS ........................................................................................................................................... 9
TECHNOLOGICAL FACTORS ........................................................................................................................... 9
ENVIORNMENTAL FACTORS ........................................................................................................................ 10
LEGAL ISSUES .............................................................................................................................................. 10
MARKETING STRATEGY AND OBJECTIVES ................................................................................................... 10
MARKETING STRATEGY ............................................................................................................................... 10
FINANCIAL OBJECTIVES ............................................................................................................................... 11
MARKETING OBJECTIVES ............................................................................................................................ 11
PRODUCT .................................................................................................................................................... 12
FEATURES .................................................................................................................................................... 12
CORE BENEFITS ........................................................................................................................................... 12
PLACE .......................................................................................................................................................... 14
PRICE ........................................................................................................................................................... 15
PROMOTIONS: ............................................................................................................................................ 15
TV CHANNELS: ............................................................................................................................................. 15
PAPER MEDIA: ............................................................................................................................................. 16
BILLBOARDS: ............................................................................................................................................... 16

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INTRODUCTION:
AB Communications is a Pakistani IT products Company based purely on latest
technologies. It also provides IT solutions to various setups. Almost every product which
Company launch is touch screen. The Motto of the company is “TECHNOLOGY BEYOND
IMAGINATION”, our company will mainly focus on the middle class. AB communication
is going to launch its new product “AB TOUCH MATE” A display with touch which will
have a gorilla glass pasted on it that will make the product much safer. Before
launching that product AB Communications want to develop an effective marketing
plan that will help us getting essential info about Pakistani Market.

PURPOSE:
The purpose to make the marketing plan of our company is to develop a strong and
very useful plan that could provide helpful information to markets, competitors and the
customers of Pakistan for our new product “Touch Screen LCD” the purpose of making
a marketing plan to find the answers of the questions which are given below.

 Who should be our customers in the market?

 Who are the competitors in the market?
 How should we advertise our product?
 What should be the price of our product?
 What would be the distribution criteria of our product?

Moreover people in Pakistan are using very simple LCDs with high price, the secondary
purpose of making this marketing plan is to get people aware by the lots of benefits
using touch screen LCD. Our product is user friendly, in this product we also have no
need of mouse, and we simply make our work finish by touch.

VISION:
 To be the leading and successful it company of Pakistan in future.
 To help and support it industry of Pakistan.
 To make our product accessible to all people.

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MISSION:
Become the leading and most respected brand-name entity that provides high quality,
pragmatic sales and marketing resources that continually enhance a publisher’s efforts
to generate more revenue and profits for its titles.

SITUATIONAL ANALYSIS:
As AB co. going to launch new product so we should have good information about the
market and knows a great deal about the target customers. This information will be
leveraged to better understand who is served, their specific needs, and how we can
better communicate with them.

Segmentations Attributes
Geographic
Region : Pakistan
City: Main IT markets of big cities
Demographics
Age: 15-50
Gender: Both male and female
Occupation: Anyone
Psychographic :
Personality: Fun loving, loyal
Life style:
Behavioral:
Occasions: Regularly
Benefits:
Affordable, Public Information Displays,
customer self-service, Control and
automation system

Usage rate: Medium, heavy

Attitude toward product: Enthusiastic, Positive
Loyalty Status: Split Loyals
Readiness Stage: Aware, Informed, Interested

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COMPANY LOGOS AND PRODUCT PICTURE:

Product Logo 

Company Logo 

Product Picture 

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SWOT
STRENGTHS  The research and
development in AB co. has
been given more
importance as it is the way
to know what customers
want
 Accountability
 Strong staff loyalty
 Flexibility
WEAKNESS  Low market share
 Less advertisement
 Providing services only in
Punjab, Pakistan
OPPORTUNITIES  3D LED technology
 Market growth
 Enhancement of services
THREATS  Economy conditions
 Market instability
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 High Quality Innovative
Products - Brand Prestige
 Availability of Resources
 Constant Focus on R&D
 Famous brand in
international market
 Lack of Association with
3D Gaming Content
 High Quality, High Price
 Strategic alliances that
enhance the company’s
product offerings.
 Partnership to access 3D
gaming content
 3D Gaming Market – Sony
 Slow diffusion rate for 3D
TV
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SWOT ANALYSIS

As we are launching our product in Pakistani market so if we look at our competitors

that currently we have many competitors but we are focusing on one competitor
which will affect our market, that competitor is SAMSUNG. They started their services in
Pakistan in 1993; Samsung Electronics has proven to the business world that they are
one of the most prestigious technology companies in the industry. With more
technology advancements than our market can handle at this point and time,
Samsung has paved the way for the future in electronics. As Samsung is a well settled
company in Pakistan and it will affect our product and company so we should carefully
analyze their strengths and weaknesses to minimize the threats for our product. To find
the strengths and weaknesses, we will perform SWOT analysis for both AB co. and
SAMSUNG, SWOT analysis is a strategic planning method used to evaluate the strengths,
weaknesses, opportunities and threats that can have effect on our product

 Strengths are characteristics of the business or team that give it an advantage

over others in the industry.
 Weaknesses are characteristics that place the firm at a disadvantage relative to
others.
 Opportunities are external chances to make greater sales or profits in the
environment.
 Threats are external elements in the environments that could cause trouble for
the business.

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PESTEL ANALYSIS
We will perform PESTEL analysis to find out the effect of political conditions, economical
conditions, social factors, Technology, environmental conditions and legal issues on our
product and company. All of these points are further elaborated below

POLITICAL CONDITIONS
As political conditions in Pakistan are not very much stable there are strikes on almost
every day bases because of its poor foreign and local business situation. Government
of Pakistan is still providing legal projection to investors by offering them better
packages and services. Moreover Telecom industry and IT industry in Pakistan is growing
now and there is a very bright future for the telecom and IT industry.

ECONOMICAL CONDITIONS
Pakistan economic growth faced a serious setback in fiscal year 2009 because of the
depressed consumer credit market, slow progress of public sector programmes,
inflation, and reduction in subsidies, security threat, and instability in the state and
energy crisis. Additionally, no attention was given to the agriculture sector. The exports
declined by six percent and imports by 10 percent. The only thing that became a silver
lining was the increment in remittances by 22%. Apart from ignorance, agriculture
sector has shown credible results because of good weather. Major crops, wheat, rice
and maize recorded impressive growth i.e. 7.7% against the target of 4.5%. Live stock
and poultry also add to GDP as there was no viral disease this year. Shortages of energy
and power don’t let the boom entered into the industrial sector. In addition the
sanction applied by IMF on different sectors creating a hurdle. This resulted in
unemployment and services sector decline. Because of security crisis the graph of
investment does not take any surge. The beginning of declining in core inflation is a
hopeful factor but the domestic inflation is on peak. There is a marginal improvement in
health and educational sectors but the poverty in country rise Pakistan has the highest
population growth. The largest population represents a large potential market for goods
and services yet the condition are deplorable.

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SOCIAL FACTORS

We all live in a society so there are many factors that affect or direct our life style. These
factors are called Social Factors.

Some important social factors are:

1. Religion

2. Ethnicity

3. Family

4. Physical attributes (Skin color, Body type etc)

5. Economic Status

6. Education

7. Locality (Where you live, Type of Neighbors etc.)

8. Life Partner and Children

9. Political System (Democratic or Socialist etc

Some social factors are considered to be biased or unacceptable like treating people
based on their religion or color etc. Technology and society are inseparable. The
design, development, adoption, utilization, and diffusion of technology are inherently
social processes. As Howard Segal writes in his book Future Imperfect (1994), "all
structures and machines, primitive or sophisticated, exist in a social context and, unless
designed for the sake of design itself, serve a social function" (p. 2). Technology and
society interact and influence each other, sometimes benignly, other times violently.
Technology impacts, shapes, and society and, in turn, a variety of social factors affect
the development, implementation, and spread of technology.

TECHNOLOGICAL FACTORS
Technology is always been a very major factor in producing any product, it definitely
gives an edge to the company whose technology department is strong, as we are
launching touch screen technology in our product and in Pakistan this technology is

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only used by our company so we have an edge over all local companies. There Is
another technology HD 1080p blu ray which is only used in India and this technology is
very expensive. And will take 2 to 3 years to come to Pakistan.

ENVIORNMENTAL FACTORS
Current Environment of Pakistan is very much suitable for the launch of our product,
because our product will not suffer as much with the environment change. So in this
environment we have golden chance to settle in Pakistani market.

LEGAL ISSUES
In Pakistan there are well defined laws that defined laws that define the working and
each and everything of organizations, from import of raw material to production all
rules and regulations are defined in “Companies Ordinance, 1984” and companies
General provisions and forums rules, 1985, Moreover policy matters are also defined in
the table below. Companies working in Pakistan have very much freedom and
because of it total numbers of IT companies increased to 1306 having worth $2.8 billion.
Because of this freedom and facilities provided to companies in Pakistan it was for the
first time featured in the global services Location Index

MARKETING STRATEGY AND OBJECTIVES

This section consists of three major issues.

 Marketing strategy
 Financial objectives
 Marketing objectives

MARKETING STRATEGY
We developed the sales and marketing strategy to increase the value of our product in
market as well as increase the marketing shares of our new product AB TOUCH MATE.

In marketing strategy we have two strategy to apply the product. Here two strategies
are:

 Push strategy

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 Pull strategy
In this strategy we must see our sales and promotion of neither the product nor the sales
and promotion of the media. so we must use the push strategy in this we push our
retailers our distributors and also the distribution channels of our sales and promotion of
our product in the marketing by offerings some discounts, some bonuses and some
rewards related to our product.

In this strategy we must promote our product AB TOUCH MATE by heavy advertisements
i.e newspapers , Bill-board and the tv commercials. By advertising our productthe
customers will attracted towards our product and many peoples and shopkeeper may
b refers our product by seeing the commercial , bill-board etc. this will helpful us to
increase the market share.

FINANCIAL OBJECTIVES
Our financial objectives are:

 We have must strong cash flow of our product.

 We have solid balance sheet and attractive returns of the product.
 We moderate our capitals investment requirements.
 We have attractive profitability stable and growing market shares.

MARKETING OBJECTIVES
Our marketing objectives are:
 To achieve the name in market so that’s our product gets a good ranking.
 To develop our product according to the needs of our customers.
 To increase the products popularity through conducting focused advertising and
promotion.
 Delight our customers through our product.
 Successfully adopted media mass marketing.

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PRODUCT
AB Communications is a Pakistani IT products Company based purely on latest
technologies. It also provides IT solutions to various setups. Almost every product which
Company launch is touch screen. The Motto of the company is “TECHNOLOGY BEYOND
IMAGINATION”, our company will mainly focus on the middle class. AB communication
is going to launch its new product “AB TOUCH MATE” A display with touch which will
have a gorilla glass pasted on it that will make the product much safer. Before
launching that product AB Communications want to develop an effective marketing
plan that will help us getting essential info about Pakistani Market. The main features of
our product are very similar to the other touch screen products but we are offering HD
graphics with 1080p and our product is portable and can be carried anywhere it is
made according to the current situation of Pakistan, it has a built in energy saving
system which will provide un interrupted power supply to the users. Our LCD is available
in different sizes i.e. 17, 19, 21, 23, 25, 27, 31, 45, 55, 65, 71 inches. The main purpose of
the LCD is to use it a mouse by using the touch screen feature. User can also disable this
feature if the touch screen feature is not required. Ab touch mate offers the most
diverse product mix in the 3D market, offering LED,LCD and Plasma 3D TVs. Ab touch
mate’s cash cow product in the 3D market however, is the LED 9000 series.

FEATURES

55” or 46” class LED backlight display-.31” thin, the thinnest TV available-The
most technologically advanced television remote, with which, you can stream
live television to if you leave the room of the main display and view content
directly on the LCD screen on the face of the remote.

CORE BENEFITS
The distinct advantage to buying a Ab touch mate 3D TV for the consumer is the
knowledge that they have bought the most cutting-edge, technologically advanced
TV, in the 3D market.-The remote is the only one of its kind, offering consumers a distinct

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feature they cannot get from any of SE’s competitors.-Ab touch mate’s 9000 series is
the thinnest TV ever produced.

OPTICAL TOUCH TECHNOLOGY

The advanced technology of the 650TS enables touch-sensitivity all the way to the
edges of the screen. The 650TS has accurate optical sensor technology, improved
touch reliability and responsive touch, even in the edges and corners.

INTERACTIVE 65" LCD WHITEBOARD

With a large screen size of 65" and high brightness levels of 510 nits, the 650TS LCD E-
board delivers high-quality images even in brightly lit rooms.

SLEEK, SLIM & 178 º VIEWING ANGLE

Slim design allows for easy placement. This LCD whiteboard is thin so it occupies less
space than conventional blackboards for a more pleasant and comfortable
environment. Also with wide viewing angles of 178 º and a 1,920 x 1,080 high-resolution
LCD screen, the 650TS ensures a great view from any seat in the classroom and
enhances every students learning experience.

SUPERIOR PICTURE TECHNOLOGIES

Ab touch mate picture technologies ensure the LCD screen is consistently bright and
clear, regardless of what’s on it. The 650TS features 1920 x 1080p full HD resolution, a
high 510-nits brightness level, high 5,000:1 contrast ratio and non-glare glass. And glare
and eye fatigue are minimizes by an anti-reflective coating over tempered glass.

INTERACTIVE, INFINITE OPTIONS

Concepts and ideas come to life when you are able to enhance your presentation with
examples. The 650TS allows you to access content over computer or network then add
handwritten comments with the included whiteboard pen. You can access content
that includes Power Point presentations, photos, videos, live webcam interviews,
impromptu online searches and more.

RELIABLE DURABILITY

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The lifespan of the 650TS LCD panel is approximately 50,000 hours (or about 30
years when used 6 hours a day).

PLACE
We will launch our product in some area of Lahore:

 Hafeez center
 Abid market
 Hall road
we have counter in Hyperstar, Makro and Metro in lahore. As we are approaching only
Lahore so we will cover only the local areas of the Lahore.we must have a sufficient or
particular place where our product sold then customers buy our products easily we
must sold product on such area where customers simply go the market and buy our
product . our products have a unique selling point; this is a feature, branding, price, or
other attribute that is the most attractive to consumers. By knowing the key selling points
of our product in detail, it will help to make all of your marketing more focused and
effective. Customers feel our value for money is our USP, we should try to keep providing
good value for money at all times over the coming year.we have warehouses and
middleman to bring our product to the customers . we must have ha middleman and it
is the important to sold the product .we also have the distributions systems ans channels
to sold our product in different areas by vendors or any sources which is easy to us or
easy to our customers.
We also sold our product in internet just like electronic download. Our product will be
sold mostly online where customers can find deals for free shipping and set up. this also
offers consumers opportunity to analyze reviews and physically see features of our
product rather than hear them from the retailer store associate.
Consumers will have the opportunity to purchase them in specialty electronic stores like
Abid market, hafeez center etc .

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PRICE

Size Price
29 inch 69,000
40 inch 90,000
65 inch I,90,000

PROMOTIONS:

Our Company will start its product by brand activation in Lahore, the brand activity will
launch our product officially, we would have a sale of 20 percent on first month by the
Launching of the product and afterwards we will have a 30 percent discount for our first
100 customers.

TV CHANNELS:
AB Communications will give ads on different TV channel at different time .AB
Communications management also keep in mind that their competitors use what
channel and what time they give adds. AB Communications management also keeps
in mind what type of customer they attract and what time they sit before TV. We give
our ads at different time on different channel to keep in mind the target customer TV
watching time.

AB Communications give ads on PTV home, GEO, ARY and PTV News.

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PAPER MEDIA:
AB Communications advertise their Touch Mates through news papers. large numbers
of customers have reading habits of news papers, so AB Communication use the media
of news papers to attract their customer. Our management also keep in mind that their
competitors use what type of news paper and what time they give their ads, so after all
these analysis DAWN and NAWAE-WAQT have been chose for giving paper media ads

BILLBOARDS:

Our Company attracts their customer through billboard. AB Communication selects the
Main visiting points in Lahore and those places where large numbers of customer easily
attract. Our Company use 500sqr fts billboards in each region.

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MARKETING BUDGET FOR NEWS CHANNELS

Channels Timings No of ads Price/min totals

PTV home 7:30am 2 100,00(rs) 232226
9:15pm 2 132226(rs)
GEO 10 pm 2 50,000(rs) 50,000

ARY 8pm 2 70,000(rs) 70,000

NEWS PAPER BUDGET

Size Day Brand Price

27*4 Sunday Express news 25000

27*4 Sunday jang 30000

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