Date post: | 10-Nov-2014 |
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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