Maha

WALL-TOUCH

Principles of Marketing

Submitted to: Ms. Rakhshanda Mustafa

Submitted by:ASRA KHAWAJA (14835)MUHAMMAD SAEED (14533)ABBAS (13210)MAHA FARHAN (15995)

INTRODUCTION

Our company is a newly formed partnership that excels in

manufacturing the exquisite product type “wall-touch”.

MISSION STATEMENT:

Our mission is to create beautiful living and working spaces using various techniques, experience and skills. VISION STATEMENT:

To be the leading wallpaper specialist company in Pakistan.

OBJECTIVES

•To achieve sales target of Rs.302,912,499.8 in first year of its operations.

•To increase our market share to 30% within one year of operation.

•To be Pakistan’s most innovative company.

•To become a global enterprise that attracts best talent across Pakistan.

•To provide the best customer relationship management.

•To manufacture and market the company's products in such a way as to create value that can be sustained over the long term for employees, consumers, and business partners.

THE NEW PRODUCT DEVELOPMENT POCESS

IDEA GENERATION

IDEA SCREENING

CONCEPT DEVELOPMENT AND TESTING

MARKETING STRATEGY DEVELOPMENT

BUSINESS ANALYSIS

PRODUCT DEVELOPMENT

TEST MARKETING

COMMERCIALIZATION

Asra

THE MARKETING RESEARCH PROCESS

MARKETING STRATEGY

Market segmentationMarket targetingDifferentiation Positioning

MARKET SEGMENTATION

GEOGRAPHIC SEGMENTATION:

WORLD REGION/ COUNTRY Asia

COUNTRY REGION Karachi

CLIMATE Arid and humid

DEMOGRAPHIC SEGMENTATION:

AGE 15-35 years

GENDER Male and female

FAMILY SIZE 4-5 persons

INCOME 400,000 plus

OCCPATION All

EDUCATION Atleast Intermediate and with basic computer literacy

GENERATION The new generation

Religion All

Nationality Pakistani

PSYCHOGRAPHIC SEGMENTATION:

SOCIAL CLASS Upper(upper, middle and lower)

LIFESTYLE Urban life

PERSONALITY Luxury seekers

BEHAVIORAL SEGMENTATION:

OCCASIONS Once or twice in a lifetime

BENEFITS Classy lifestyle

USER STATUS Potential and first time users

USAGE RATE Occasionally

MARKET TARGETING

•our actual target is the 2M people holding income of more than Rs.400,000 or above.

PRODUCT POSITIONING

•Its positioning in the market is to fulfill the consumer’s wants and desire of a unique lifestyle that supports style, exclusive ambiance and cream of the crop living.

Saeed

MARKETING MIX (4PS) 

PRODUCT

• WALL-TOUCH is an electronic wallpaper that contains multiple of themes.

• The product uses electronic ink that is printed on the walls.

• By sending a signal from the remote, the pixels automatically change into another theme without the need for changing the entire wallpaper.

• The product is packed in a box and it contains a small booklet which is the user’s manual andcharger from which the product would be charged.

PRICE:

•WALL-TOUCH used skimming pricing strategy.

Total fixed cost 21,950,000

Including technology 20,000,000

Rent expense 750,000

Utility bills 300,000

Marketing expense 300,000

Salary expense 600,000

Variable cost

Removable ink 800/ft

BREAKEVEN

Assumption 1: (175,000 ft)

FIXED COST 800

VARIABLE COST 125/925 ft * 50% (profit)

SELLING PRICE 1400

Assumption 2:

(200,000 ft)

FIXED COST 800

VARIABLE COST 109/909 ft * 50% (profit)

SELLING PRICE 1,365

•Assumption 3:

(150,000 ft)

Fixed cost 800

Variable cost 147/947* 50% (profit)

Selling price 1,420

•PROMOTION:

•the company forecasts that it will earn revenue of RS.302,912,499.8 in the first year of its operation.

• It spend 14% of its annual revenue on promoting the product to the market.

• Our outlet will serve both as a distribution place and as a promotional activity.

•We will contact jubilee and platinum credit card users of Standard Chartered Bank, Al Baraka, Habib Bank and UBL Bank and send detailed brochures and catalogue of our product to them via post. 

•We will also place a whole page advertisement in Home Express as this captures a selective audience which is our targeted market. This amounts to a total of 1 lac rupees.

•All the promotion is based upon the pull strategy only.

PLACE:

•Initially our outlet is at Dolmen Mall Clifton. Upon expansion we might open outlets at Park Towers and Forum.

Abbas

Customer and Business marketing channels of

WALL-TOUCH.

SuppliersSuppliers

Service providersService

providers

CustomersCustomers

SuppliersSuppliers

Service providersService

providers

Business customersBusiness

customers

SWOT ANALYSIS

SRENGTH WEAKNESSES

• Innovation and design• Skilled engineers and

labor force• Creative R&D

department

• Selected distribution network

• No previous market share• High cost of technology

OPPORTUNITIES THREATS

• Untapped market.• No competitors• High demand• Contracts with branded

companies

• Law and order situation• Rapid technological

change• Political instability• Macro economic matters