Marketing Plan

Muhammad Iqrash Awan (Group Leader) Talha Abdul Rauf Zammad Ahmad Madiha Khan Rabia Sajjad Shazia Nawaz

Group Members
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Content
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Introduction & Context External Environment Internal Environment Suggested Strategies

Objectives Production Strategies Marketing Mix

Conclusion

 Context

Introduction
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PTCL released first 3G Tablet PC The tablet did not catch much A need to go back to the drawing board To develop an improved marketing plan based on the lessons learnt from previous plan

Objective

Section I

External Environment
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 Market Analysis
Current size of the tablet PC market in Pakistan is US $1.9 billion Expected to grow at a rate of 10.7% Global tablet PC market is expected to grow at 35% Broadband subscription in Pakistan grew by 48% during year 2011-12

Category Analysis

Opportunities

Tablet PC market in growth stage in Pakistan Growing internet and technology adoption

Market is highly saturated Ultrabooks and Phablets might wipe out the need for tablet PCs Threats

 Economic Environment
Growth of Pakistans economy picked up slightly in the year 2012 (3.7% from 3.0%) Private consumption grew at 11.6% Investment during the year 2012 declined from 13.1% to 12.5%.

Category Analysis

Opportunities

Average Consumer willing to make more purchases Barriers to entry for Competitors

Decreased disposable income of individual buyer. Pakistan might remain an unattractive market. Threats

 Socio-cultural Environment
Diverse culture and a multifaceted social class structure. Consumer behavior differs markedly across income and social class segments.

Category Analysis

Opportunities

Growing middle class market segment. Greater profit margins in diverse environment.

Complication in marketing activities. Middle class loosing purchasing power. Threats

 Technological Environment
Consumer electronic goods market is vastly growing, technology driven, and highly competitive. A company must constantly innovate if it is to survive in the longer run. Tablet PC market taken to a whole new level.

Category Analysis

Opportunities

Fairly attractive tablet PC market. Customized products for niche market segments.

High development pace of competitors.

Threats

Category Analysis

Category Attractiveness
Tablet PC market seems attractive in terms of opportunity and growth potential Innovation driven companies can stand out of the noise Caution: High consumer expectations means
Constant innovation Small product development cycles

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Competitor Analysis
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Saturation of Tablet PC market means more competition and more competitors Competitor are selected on the basis of
Similar offerings Similar price band Xpod Tornado TouchMate UTab 785 Intex Avatar 2 Ainol Novo 10 Hero II

Some important competitors:

 Xpod Tornado
Major Features
Price: PKR 19,800 Dual Core 1.5GHz, 1 GB RAM, 8 GB Storage Camera: Front 2.0 M, Back 2.0M 1 year Warranty

Competitor Analysis

Strengths

Comes with a lot of accessories 1 year warranty

Average display quality Average camera Bad battery timing Badly positioned

Weaknesses

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 TouchMate UTab 785

Major Features
Price: PKR 14,900 1.2GHz Cortex A8, 4GB RAM, 4GB storage Camera: VGA 1 year Warranty

Competitor Analysis

Strengths

Value for money 1 year warranty

Poor Camera Quality Bad battery timing Small Internal Storage Weaknesses

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 Intex Avatar 2
Major Features
Strengths Price: PKR 12,900 1.6GHz Cortex A9 Dual-core CPU Quad-core GPU, 1GB DDR3 RAM 4GB Storage Camera: Front 2M, back 2M

Competitor Analysis

Longer Battery Timing Lightweight Good Processor

Smaller Internal Storage No Warranty

Weaknesses

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 Ainol Novo 10 Hero II

Major Features
Price: PKR 18,500 Dual Core 1.5GHz, 1GB CDDR3 RAM 16GB Storage Front 0.3M, Back 2.0M

Competitor Analysis

Strengths

High Resolution Display Large Storage Longer Battery Timing

Poor Camera Quality No Warranty No accessories provided with the product Weaknesses

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Section II

Internal Environment
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 PKR 156 billion worth of assets

PKR 47 billion of current assets PKR 85 billion of property, plant, and equipment PKR 21 billion invested in long term investments

Company Analysis

Human resource of about 50,000 Brand equity and Brand recognition

Strengths Financial soundness Government backing Availability of investment capital No in-house facility to manufacture tablet PCs Slow product development cycle Weaknesses

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Competitive Advantage
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Products/Services at affordable costs Product/Services Diversification

Current Marketing Strategy

Analysis of current marketing mix Target Market

Low to medium income groups Both business and individual users Product
Outdated hardware and operating system Low battery timing and display quality A successful promotional campaign on Eid No problems with distribution Overly priced

Marketing Mix

Promotion

Placement Price

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Other Products
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Broadband
DSL Wireline EVO 3G Wireless Broadband Landline Vfone

Voice

Carrier & Wholesale Services

Section III

Proposed Strategies
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Customer Segmentation

Segmentation based on
Income Age Simmons Technology Adoption Segmentation System
Wizards Journeymen Apprentices Novices

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Primary Target Market

Customer Segmentation

Middle income group Age group 19 to 29, 30 to 50 Journeymen: Technology is part of their life, yet its not a priority Apprentices: Experimenting with technology

Secondary Target Market

Age group 13 to 18 Higher income group Journeymen Higher income group Apprentices

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 Financial
Achieve a first year turnover of at least 200,000 tablets. Achieve a gross profit margin of about 17 percent in second year of operations. Double brand awareness within the targeted and potential segments in two years. Increase re-subscription of the built-in internet connection by 35% in next two years. Release a new tablet in the next 2 years tailored to the changing consumer demands. Build in-house tablet PC manufacturing capability in the next 3 years.

Objectives
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Marketing

Production

Production
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The production of the EVO Tablet will be outsourced to Qualcomm In-house development seems risky
Lack of expertise and experience No justification yet, for capital investment

Product will be branded under PTCL 3G eVo Tab

Marketing Mix

Product

Pricing

Placement

Promotion

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 Product Design
Consumer preferences were determined through an online survey.
Priority 1 2 3 4 5 6 7 8 9 Feature Battery timing Display quality Built-in internet connection Product warranty Larger storage capacity Camera quality After sales services Large Screen Size Color choice Score 6.6 6.4 6.2 6.0 6.0 5.9 5.8 5.4 5.2

Marketing Mix: Product

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Group discussion with professional engineers, business managers, and Students.

Marketing Mix: Product

Product
Unique Selling Points
Built-in 3G internet connection Personal Wi-Fi hotspot After sale service and support Long battery timings Good display quality Larger Storage Multiple Color Choices

Other Benefits

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 Product Specification

Marketing Mix: Product

Size: 8 inch Dual Core 1.5GHz, 1 GB RAM, 4 GB Internal Storage Camera: 2 Megapixel front, 5 Megapixel rear auto-focus OS: Android 4.2 JellyBean EVO 3G wireless broadband Battery: Li-Ion, 5000mAH, 3.7V
24 hours Music Playback Up to 10 hours Video Playback Up to 150 hours Standby Time

Warranty: 1 year Colors: Black, White, Grey, Pink, Blue, Red

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Marketing Mix: Product

3G EVO Tab

Marketing Mix: Pricing

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Pricing Objective: To maintain a competitive price in the market, cover all costs, and make a margin. Competitor based pricing methodology Average price of all competitor products: PKR 16,000 Price: PKR 18,000

Marketing Mix: Placement

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Distributors
Muller & Phipps

Agents PTCL One Stop Shop

 Advertising

Marketing Mix: Promotion

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Television Out-of-home Magazines Newspapers Radio Internet Event Sponsorship Press Releases/Premieres

Public Relations

Sales Promotion

Marketing Mix: Promotion

Television
30 seconds TV ad
Youth-oriented TV channels: Aag, The Musik, Oxygen Sport TV channels: Geo Super, Ten Sports, PTV Sports

Development of TVC will be outsourced to Orient Advertising Agency Percentage Budget Allocation (annual): 35%, PKR 175,000,000 Bill boards, Posters, etc. Percentage Budget Allocation (annual): 3%, PKR 15,000,000

Out-of-home

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Marketing Mix: Promotion

Sample

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Marketing Mix: Promotion

Sample

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Marketing Mix: Promotion

Sample

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Marketing Mix: Promotion

Sample

Marketing Mix: Promotion

Magazines
Regular reading magazine of our customer
Examples: as Spider, TechnoBiz, Aurora etc.

Percentage Budget Allocation (annual): 4%, PKR 20,000,000 Printed newspaper ads Percentage Budget Allocation (annual): 10%, PKR 50,000,000

Newspapers

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Marketing Mix: Promotion

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Radio
Broadcasting of promotional offers Popular youth oriented programs Percentage Budget Allocation (annual): 3%, PKR 15,000,000 Facebook advertisement Google AdSense Percentage Budget Allocation (annual): 15%, PKR 75,000,000

Internet

Marketing Mix: Promotion

Public Relations
Event Sponsorships
Events relevant to the target market University Olympiads, business competitions, etc. Create Awareness

Press Releases

Percentage Budget Allocation (annual): 5%, PKR 25,000,000

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Marketing Mix: Promotion

Sales Promotion
3, 6, and 12 month internet plans Contest Sponsorship
Event sponsorship and giving away 3G EVO Tabs as prize Eid, Ramadan, and New year etc.

Special Occasion Discount Percentage Budget Allocation (annual): 25%, PKR 125,000,000

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Conclusion
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Major shortcomings of previous plan were determined Improvements were suggested

Thank you for you time questions and queries are welcomed

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