Implementing Marketing Strategy

Submitted By:

Kamel A.El-agha 120103417

Marwan Y.Hamad

Thaer A.Abu-yousef 120112337

Mohannad Abu-hmaid

Submitted to:Dr.Roshdi Wadi

INTRODUCTION

In any successful business, marketing plays a major role. The company needs to create and maintain a good customer relationship . it needs to figure out how it will reach and win new customers and make sure that they will be contently satisfied about the product and services provided by the company, therefore the company need to make a constant review and improvement of everything to stay in the lead ahead of its competitors.

marketing

Some people mistakenly think that marketing is just another tool for selling products or services .But we disagree with all those people. Importance of marketing must be understood in proper way. Marketing doesn’t involve just selling the product and services, its much more than that, it involves a lot of functions such as advertising, price fixing, brand image creation and much more. this subject that we are studying allows us to get to know marketing well in a realistic way that helps us improve our knowledge and ability.

The project idea

To introduce a local Palestinian company and to apply what we learned in the subject through the semester.

Why Pioneer?

Pioneer is an outstanding Palestinian company that should be supported . We chose it to support , enhance and retain the confidence of the Palestinian product.

Pioneer is on of the leading companies in Palestine, It was originally founded in the 1970s, and officially in 1999 by Mr. Hamdan Mohammed as a family business.

The company headquarter lies in Sudania area in Gaza -Twam sea St. The area of the land is (20000m) owned and registered by the company's name, the building area is about (4500m), equipped with the most advanced machines needed by the Pioneer management staff are keen to provide products in accordance with the best international standards, which are subject to a sophisticated control systems company.

Our vision:Is to be a leading company in the area of food, stationary and cleaning materials .

Witch is recognized all over Palestine with its high value products along with providing an appropriate business environment for our employees.Our Mission:

We strive to provide the best products in every house according to the global

standards to make their life easier which will make our customers happy and satisfied.

OOBJECTIVESBJECTIVES

1- Getting the high quality product to our customers 1- Getting the high quality product to our customers according to the global standards. according to the global standards.

2- Achieving affordable price and high quality at the 2- Achieving affordable price and high quality at the same time for Palestinian families. same time for Palestinian families.

3- Support the Palestinian economy. 3- Support the Palestinian economy.

4-To be number one in Palestine in its area of business. 4-To be number one in Palestine in its area of business.

5-Help bringing the positive change to every place in 5-Help bringing the positive change to every place in our society . our society .

Strategies used to enhance our place in the Strategies used to enhance our place in the market :market : We believe that we shouldn't stay small therefore we We believe that we shouldn't stay small therefore we use number of methods to stay up-ahead in the use number of methods to stay up-ahead in the market such as:market such as:

1-We believe that actions speak louder than words so we in 1-We believe that actions speak louder than words so we in Pioneer try to gain customer trust by responding to his Pioneer try to gain customer trust by responding to his needs.needs.

2-Are open to changes in the market and adapt according to 2-Are open to changes in the market and adapt according to the needs of the society.the needs of the society.

3- We try to maintain a satisfied customer, also we believe 3- We try to maintain a satisfied customer, also we believe that employees should be satisfied all the time so we that employees should be satisfied all the time so we respond to all of them. respond to all of them.

44--We do what ever we can to stay in the customer's mind as We do what ever we can to stay in the customer's mind as the best company in its areathe best company in its area..

AAnalyzing nalyzing The Marketing EnvironmentThe Marketing Environment

SWOTSWOT Analysis Analysis

StrengthsStrengths::1.Adequate of financial resources1.Adequate of financial resources2.Good competitive skills2.Good competitive skills3.well thought of by customer3.well thought of by customer4.Cost advantage4.Cost advantage5.Proven management5.Proven management6.Department work together6.Department work together    Weakness:Weakness:  1.Leakage of information1.Leakage of information2.Hard to find experts to work2.Hard to find experts to work3.Poor profitability3.Poor profitability4.Obsolete facility4.Obsolete facility

AAnalyzing nalyzing The Marketing EnvironmentThe Marketing Environment

Opportunities:Opportunities:

1.Serve additional customer group1.Serve additional customer group

2.Diversity into related product2.Diversity into related product

3.Add complimentary product3.Add complimentary product

4.Adopt new technology4.Adopt new technology

Threat:Threat:

1.Entry of new product1.Entry of new product

2.Adverse government policies2.Adverse government policies

3.Growing competitive pressures3.Growing competitive pressures

4.Changing customer needs and tastes4.Changing customer needs and tastes

5.Rising demand for substitute product5.Rising demand for substitute product

Siege on Gaza stripSiege on Gaza strip

AAnalyzing nalyzing The Company's MicroenvironmentThe Company's Microenvironment

Consists of the actors close to the company that affect its ability to Consists of the actors close to the company that affect its ability to serve its customer ,the company ,supplier ,marketing serve its customer ,the company ,supplier ,marketing intermediaries ,customer market ,competitors ,and publicsintermediaries ,customer market ,competitors ,and publics

  1. 1. The companyThe company: : department of the company work department of the company work together in designing marketing plane ,marketing together in designing marketing plane ,marketing management takes other company groups into account such management takes other company groups into account such as: top management ,finance, accountingas: top management ,finance, accounting..

2.Suppliers2.Suppliers: : the company not produce goods or services the company not produce goods or services but import final goods from other foreign companiesbut import final goods from other foreign companies

*Suppliers problem can affect marketing, such as*Suppliers problem can affect marketing, such as: : siege on siege on Gaza strip limits the entry of goods to stripGaza strip limits the entry of goods to strip

3. Marketing intermediaries: help3. Marketing intermediaries: help the company to the company to promote , sell , and distribute its products to final buyer.promote , sell , and distribute its products to final buyer.

AAnalyzing nalyzing The Company's MicroenvironmentThe Company's Microenvironment

Types ofTypes of Marketing intermediariesMarketing intermediaries : :

A. resellers: are distribution channel firms that help the company find customer,,

These include whole wholesaler ,wholesaler ,retailers who buy and resell merchandise.

B. marketing services agencies: such as: Advertising agencies , media firms ,and marketing consulting.

 C. financial intermediaries :such as: banks ,and insurance companies.

4. 4. competitorscompetitors: : the company has many competitors that have the same product, but the pioneer company have strategic advantage or competitive advantage by positioning their offerings against competitors offerings.

The company provide greater customer value and satisfaction than its competitors do.

AAnalyzing nalyzing The Company's MicroenvironmentThe Company's Microenvironment

5. publicpublic: : groups that has an actual or potential interest in or impact on an organization ability to achieve its objectives.financial public: such as: bank ,and insurance company.media public: such as: newspaper ,radio ,television stations.government public: management of company take government development into account ,marketer consult the company,s lawyer on issues of product safety ,truth in advertising. 6.6.CustomerCustomer: are the most important actors in the company microenvironment.There are many type of customer:1. consumer market: consist of individuals and house hold that buy goods for personal use.2. Reseller market: buy goods to resell at profit such as wholesaler and retailer.3. Government market: government agencies buy goods to transfer good to other who need .

AAnalyzingnalyzing The Company's Macro environmentThe Company's Macro environment

Company doesn’t exist and play alone; many factors outside the company affect its work in some ways. Those forces are:  Demographic Environment: Demography: is the study of human population in terms of gender, age, location, size , and other statistics .

-Educational shifts increase the demand for quality products which is what pioneer is focusing on. Pioneer is making its best to import high quality product.

-whenever pioneer feel that there is a better kind of any product they go after it even if it cost them more.  Economic Environment :

Consists of factors that affect consumer purchasing power and spending . patterns

-The Palestinian people are low income in general which is why pioneer have to focus on price as well as quality

-Pioneer is interested in making products that suit the most people in Gaza market so they are forced to get products with low price.

AAnalyzing nalyzing The Company's MicroenvironmentThe Company's Microenvironment

 : Political Environment

There are many challenges and forces affect the company in terms of the political situation: -The imposed siege on Gaza which obstructed the entry of many raw materials. -The closure of crossings which caused lost of 150000 $ in the last 8 days war to the company. -imposed a high tax on their import products in order to save the national products. -Pioneer started building factory in Gaza to produce these products so they can overcome this problem.  Responding to the marketing environment:.

-We don’t have dominant forces, but we react to the challenges in the marketing environment. A good example for this is when the government in Gaza start imposing a high tax on pioneer import products In a reactive way Pioneer started building a factory to produce inside Gaza.

CCharacteristicsharacteristicsPioneer import company, faces often a problem to promote their products, because their products manufactured in a foreign country, different culture for the local culture.

Social factors:

For example Pioneer imported canned meat product from China, many consumers thought it is forbidden, they contain pork fat, the company stated to consumers that this product is free of pork fat by writing (halal ) It's also when Pioneer introduced product incest requested from The company also exploit occasions and seasons up showcase their products, and doing campaigns encourage consumers to purchase, for example: reduced the prices of some products to market their products.the manufacturer to be free of alcohol, and so the company took into account the fundamental cultural differences, and the customer satisfaction

CCharacteristicsharacteristics

Customer segmentation :Customer segmentation :Pioneer is marketing its products in the Palestinian society, which divided the company into two layers:

1- high-income class a few limited1- high-income class a few limited2- Layer a low-income category most2- Layer a low-income category most

Pioneer coPioneer co. is interested layer low-income people, who represent the majority of Palestinian society.Where the import of products commensurate with the capabilities of this class and at the same time be of good quality will satisfy and meet the needs of the consumerPioneerPioneer imported products with a relatively low price, which helps the consumer to choose the product and satisfy his need.Pioneer'sPioneer's products are it is not confined to a particular category, they are interested in all categories where it's consumer In order to facilitate the company to communicate with customers has created an account on some social networking such as Facebook.

CCharacteristicsharacteristics

Also established a website on the Internet is the definition of consumers Also established a website on the Internet is the definition of consumers and their own productand their own product

products needed by the whole familyproducts needed by the whole familyThe company also takes into account that all the economic conditions The company also takes into account that all the economic conditions experienced by the domestic market follows the flexible policy experienced by the domestic market follows the flexible policy inin . .dealing with economic variablesdealing with economic variables

Pioneer also is not limited to food products but extended up covered Pioneer also is not limited to food products but extended up covered Other products such as washing powderOther products such as washing powder..It also continued research and development of products and the search It also continued research and development of products and the search for the needs of new customersfor the needs of new customers

   Customers have a clear vision for the company's products it's good Customers have a clear vision for the company's products it's good

quality products and favorable price categories and often the best price quality products and favorable price categories and often the best price in the market where it is one of the strongest companies in its fieldin the market where it is one of the strongest companies in its field..

The Pioneer some stimulation operations like putting gifts in products The Pioneer some stimulation operations like putting gifts in products like putting a cup of water in a tea product Pioneer and add like putting a cup of water in a tea product Pioneer and add circumstance tissues small gift with every bag tissues purchased by the circumstance tissues small gift with every bag tissues purchased by the customer in order to encourage consumers to buy their goodscustomer in order to encourage consumers to buy their goods..

  

PProductsroducts

When it comes to producing the products, Pioneer take in consideration certain levels :

Core customer value. Core customer value. Actual product. Actual product. Augmented product. Augmented product.

Products are tools and methods to solve problems, people tend to buy products when they feel that there is a problem that needs to be solved, by buying the product that they want, the problem ends.Not al of the levels must be implemented always, it varies from a customer to another, for example: a normal customer might be satisfied with the first two levels only, another one might want the whole three levels, and that is what the company should pay attention to.

PProductsroducts

Core customer value:

The type of Pioneer products is Consumed goods in nature, so when designing our the product, first we define the problem then we create the solution-Product- that will leave our customers.

After determining the core value, we move to the second level which is

  Actual product: We in Pioneer turn benefits into actual products, and as much

as we can, we try to help the customer to attain what he wants depending on several characteristics :

 

PProductsroducts

Product Features:Product Features:

PPioneerioneer uses a specialized team trained to design the

product with the appropriate features for the consumer,

this team is always working to know witch features does

the customer like and witch ones he want to change.

For example many people don’t accept fragrant tissues because of its strong fragrant, some customers want it strong , so we modified it as much as possible to reach a result that satisfies both sides of customers.

 

.

PProductsroducts  Product Quality: Product Quality:

PioneerPioneer strives to meet and even exceed the consumer's expectations, by focusing on implementing an advanced quality management system, in accordance with the ISO 9001 and Halal (according to Islamic sharia). The main concern for the company is to keep the customer's family first. Pioneer is proud to ensure excellence of the quality system and that the company is implementing the best quality system control in every step of manufacturing processes. With fine quality being such an integral part of the company's brand, quality control and food safety makes up a significant portion of its management style and programs At Pioneer, the high standard for quality is inherent in its products, allowing the consumers to focus on what’s important: creating the taste of good moments

PProductsroducts

Testing the product's quality is conducted in nearly all stages:-Raw materials. -In process. -Finished product. If a problem is identified, the job of quality control team is to solve the problem as fast as possible to avoid damage on the consumer and on the company.

  Labeling: All of Pioneer products labels have detailed usage and contents information, so consumers can properly choose and use the products that suits them to avoid any hazards or side effects .

PProductsroducts

 The label identifies the Product's features, describes many things, such as: - ingredients: what is the product made of, what does it contain, what materials are in the product ( natural or artificial)-Usage: instructions that shows the benefits of the product and what it is used for. -Warnings: speaks about expiry date and preserving conditions- temperature and atmosphere - , how to store the product properly -Directions: shows how to use the product and how to prepare it.

PProductsroducts

Packaging:Packaging: - Packaging is an important marketing tool, its main function

used to be "holding & protecting the product" but not anymore, nowadays packaging is a tool for attracting customers and describing the product

- We use an excellent packaging for our products; this is to help ourselves and the consumers against possible tampering by competitors or other imitators. .

 

PProductsroducts

BrandingBranding: : When we first started Pioneer, we didn't realize that

we would grow so much, so at firs we had used an ordinary name (Al-mumtaz), then we realized, with our growth we need a new name that goes along with our place in the market , we decided to change it, after consulting with an advertisement company (Al- masharq), we came up with :

1- We avoided using the hard and complicated names so it would be easier for people to memories it .

1- We sought for having a name that describes our products, “Pioneer means authentic ,original, outstanding and always in the lead up-ahead ”.

 

 

PPricing strategy:ricing strategy: Pricing is an essential issue in any . Both buyer and seller spend allot of time calculating the value of the sold products-services . Any buyer wants to make sure that he will not pay more than he should-more than the expected value- especially when the economy is rough and challenging , like the one we live in,.In cooperation with the market Pioneer sets the prices of its product that will provide the customer with a high quality product but with a very fair price, in order to gain the trust of customers as they seek towards covering the cost with an appropriate margin of profit, at a price that will satisfy all customers.Pioneer adopts the instant payment discounts, if the customer bought a set of products and he paid instantly, he will get an instant cash discount.

PPromotionromotion

The promotion strategy is one of the most important marketing strategies that influence customers directly. There are many objectives that Pioneer seeks to accomplish There are many objectives that Pioneer seeks to accomplish through the promotion strategy:through the promotion strategy:

Introduce the products to the market, convince and motivate consumers toward purchasing them. . maintaining the loyalty of the customer . Provide information about the benefits and privileges of the product that will motivate the customer to purchase the product such as ( high quality, easy to use ) Building a good image about the company in the mind of the customer.

 

PPromotionromotion

There are two types of temptations in the any promotion:

Rational temptations: These temptations address the minds of consumers in terms of quality, efficiency, usage, reliability and safety.

Emotional temptations: Some factors such as how to design packaging of the product and advertising messages related with the product introduced by Pioneer.

 Pioneer promotion channels: Pioneer promotion channels:

Readable means: Pioneer is interested in making all kind of advertisements including readable such as the booklets and brochures-some are for consumer and some are for the wholesaler- that are to be distributed through the meetings,. Also billboards all over Gaza streets that shows a wide verity of the products, and finally the shop banners. Sales promotion: This is done through offering (pens, and diaries) and other means to remind customers continuously of the company and its products  Radio Promotion:Pioneer depends heavily on radio to promote its products.  

PPromotionromotion

Factors affecting the choice of the promotion channel:

Factors related to the customers "consumer factors":The selection of the appropriate promotional mix is determined by consumers, the higher the value, the more selling we achieve, and that is the best way to do it.

Factors related to the medical product "product factors ": These factors are related to the actual product, its use, how to buy and consume, such as canned meat, people prefer to see it rather than hear about it.

Factors related to the marketing mix: The promotion decisions must be taken with the consideration of other market elements such as pricing, placing to assure that we have a coordination among them . Factors related to the budget: For sure the size of the promotional budget determines how much should be spent on promoting, but Pioneer actually doesn't set a specific budget for promotion  

PPromotionromotion

 Recent campaigns Recent campaigns Out of its commitment toward its society, Pioneer has launched many campaigns through it Facebook page and on the reality:

Get warm in winter Get warm in winter : Pioneer launched " Get warm in winter campaign” in November 2012. This campaign aimed to help the family to fulfill its need from Pioneer and get a fireplace as a gift from Pioneer.(every 12 cartons of tea purchased, the buyer receives a free fireplace)

PPromotionromotion  Recent activities:Recent activities:Pioneer CompanyPioneer Company involved in exhibitions locally. Pioneer CompanyPioneer Company constantly focuses on the quality as a main factor in the company.Pioneer CompanyPioneer Company presents an entire food basket for the whole family. Pioneer CompanyPioneer Company "when you buy our products focus on the brand"Pioneer CompanyPioneer Company "creating a perfect nutritional balance through culinary art is just the beginning. We strive to make healthy eating a crucial ingredient of our brand"