Hessa Alali H00126871 CIB 2003

CIB 2003 Technology Based Marketing

Bachelor of Information Systems (Business Solutions)
Instructor: iru Bhati
Student ame Student I!
"essa #$dulla #lali "00%2&'(%
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Hessa Alali H00126871 CIB 2003
Introduction
# market )lan is the so called li*ing guide that should $e de*elo)ed as the
$usiness changes and gro+s ,To create a com)rehensi*e and effecti*e )lan-
it needs time- disci)line and focus ,It gi*es a clear )rocess to follo+ and
hel)s identify your customers- the +ay to meet their needs and the strategy
to differentiate your )roduct from others ,# good marketing )lan hel)s you
im)ro*e )roducts and ser*ices in the $usiness, .ro$a$ly- an effecti*e market
)lan can hel) you reach your target customers- increase your consumer $ase
and increase the $usiness as a +hole, The )lan is una*oida$le as it is needed
+hile seeking a funding and hel)s to set clear- realistic and measura$le
o$/ecti*es for your $usiness, To de*elo) a market )lan re0uires time-
research and commitment $ut is a *ery im)ortant )rocess that can- to great
e1tent- contri$ute your $usiness success, #ny $usiness can sur*i*e +ithout
the customers and to attract and retain customers- the em)hasis is to $e
gi*en on the *alue of marketing, "o+e*er- marketing is a$out much more
than ad*ertising and sales, The )ro)osed )roduct no+ +e ha*e is a ne+
2nglish #ra$ic 2nglish dictionary that is to $e )romoted +ell in the market,
Proposed Of The Product
3456I!72 8!ICTI3#69
The first edition of the dictionary consists of one lakh +ords +ith much
e1)lanation on the usage and different forms of the same +ord, The font
and )a)er selection is u) to the mark to attract any readers and its total
)age comes u) to %:00 )ages in +hich some )ages are laminated +ith color
for the easy finding of the some im)ortant details, 3n the front )age- it is
)ro*ided a detailed e1)lanation on ho+ to look u) for a +ord in the dictionary
,The stem of the +ord is gi*en on the to) of the each )age to make it easier
for the learners, It has also included the ne+ e1)ression- +ords- idioms and
usages +hich has $een recently coined or created so that it is
differentiated from other of its kind +ith the no*el a))roach and
)resentation style, The last )ages are enriched +ith a +ide *ariety of
kno+ledge such as flags of the +orld countries- +orld ma)s- some
grammatical ti)s on #ra$ic and 2nglish- +ord collocation- )ro*er$s- different
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Hessa Alali H00126871 CIB 2003
unit of measurements- unit of coin and its denomination- illustrated
e1)lanation on some im)ortant and useful items and s)ecial )age on the )arts
of s)eech, The order of the al)ha$et is marked on the edges of each )age
for the con*enience of the learners, The most im)ortant one is the
com$ination of the t+o languages namely 2nglish and #ra$ic, The feature
that makes it outstanding is that it has t+o sections as the +ords are
arranged in 2nglish $ut the target language is #ra$ic +hile the second half
has $een arranged from #ra$ic to 2nglish, So- it is *ery easy to get a +ord
or +ord meaning if you kno+ it either of the t+o languages, 2*en though it
has a lot of )ages- it does not seem to $e hea*y $ecause its )ages are thin
and *ery high in 0uality, Therefore- it is *ery handy to use for any$ody, The
customers are offered a C ! on +hich the )ronunciation of the +ords is
gi*en in detail,

S)ecial features of the dictionary
# great store of +ords
Illustrated
# s)ecial edition +ith a lot of ne+ contents
Colorful thin )ages
;ariety of resources
#n offer of a s)ecial C!
<orld ma)s
5lags of different nations
S)ecial note on literary de*ices
Biogra)hies
=etters are marked on the edges of the )ages for easy use
2nriched +ith languages 8
T+o di*isions 8 from 2nglish to #ra$ic and #ra$ic to 2nglish
Some im)ortant information are $o1ed
6elia$le and authentati*e
Purpose for a marketing plan
3ne of the greatest $enefits of de*elo)ing a marketing )lan is that it hel)s
you to focus your resources and )lan for your $usiness gro+th, The )lanning
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Hessa Alali H00126871 CIB 2003
)rocess hel)s you to understand the factors that may affect your success
,9ou can actually ha*e a sense of control o*er the $usiness instead of
+orrying a$out the future, It gi*es the chance to identify the target market
and understand ho+ your )roduct or ser*ice meets the needs - set
s)ecific -measura$le goals and time frame for the marketing acti*ities and
ma) out a a strategy to reach the target audience - including the messages -
channels and tools you +ill use, The )lan hel)s the day to day running of the
$usiness +hen you de*elo) the )lan- you +ill set targets +hich hel) you to
allocate resources- moti*ate your team- manage )erformance of your staff
mem$ers and marketing efforts, The main )ur)ose of the )lan is to )ro*ide
+ith a frame +ork around +hich to $ase your marketing, The )lan +ill hel)
you to assess your com)etitors- res)ect your target market- cross the
$oundaries- understand the segmentation and target messaging, This is a
document de*elo)ed $y the com)any leaders and marketing )rofessionals, It
offers a guide for the marketing de)artment to im)lement a necessary ste)
to align +ith the stated marketing o$/ecti*es and strategies, The ma/or
)ur)ose is to set the com)any on s)ecific course in marketing,
Asses the need(s) for the proposed product
The need for a good com)rehensi*e dictionary is a))arent here in the
modern conte1t, There are many dictionaries that all are on a single language
else if it is the com$ination of t+o languages- the )erfection can>t $e found
in such dictionaries, <hat makes the 31 fridge distinguished is the ease of
getting the +ords of t+o languages at a time instead of referring t+o
dictionaries that is a time consuming /o$ also, In a country like ?#2- it is
much rele*ant to release such dictionary that includes $oth #ra$ic and
2nglish as the local )eo)le here are in dire need to im)ro*e their language
efficiency as much as )ossi$le, so it +ill $e a great hel) to the )eo)le of this
country and also other nationals as the outsiders need to communicate in
#ra$ic for ha*ing a $etter communication +hile $e in contact +ith the
locals, Both )ur)ose can $e attained through the o1 fridge dictionary , The
dictionaries that are a*aila$le in the market is *ery costly in com)arison +ith
the ne+ release, The )eo)le ha*e $een in need of this ty)e $ut the high
)rice $ecomes an im)ediment $et+een them, The other ones in the market
are not much resourceful ha*ing a *ariety of +ords- )hrases- usages and
idioms , The +aking u) of the locals to+ards )ursuing high educational goal
+ill )ro$a$ly increase the demand for a com)rehensi*e one like this,
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Identify the opportunity
The a*aila$ility of this ty)e of dictionaries is a challenge $efore the o1
fridge e*en though the 0uality may differ, Some are offered at thro+ a+ay
)rice $ecause the things has $een )u$lished many moons $efore and still
that has not $een made enough editions, Making )o)ular seems to $e an u)hill
task since it is a totally ne+ )u$lication and it has to )ut u) a tight
com)etition +ith the esta$lished ones of the same kind , collection of
resources and *erification for making it an authentic one need a strenuous
and long timed effort $y a team of e1)ert ,#*aila$ility of such e1)erts is
also another matter of a great concern ,5unding +ill $e a great o$stacle as it
needs a great deal of money - around a sum of : lakh !"S - at initial stage ,
It +ill take time to get +ide s)read among the customers as $eing a choice
of their o+n so that much return can>t $e e1)ected during the first year
,Timely editing and u)dating are to $e done else it +ill $e thro+n $ack , #
great amount of the a*aila$le fund needs to set aside for ad*ertising
+hate*er marketing strategies are )lanned ,#nyho+- there are many kind of
challenges and )ro$lems to $e negotiated $y it in the long run $efore $eing
esta$lished, Maintaining the declared 0uality $ecomes al+ays $ig issue
other+ise the name of the com)any +ill $e defamed fore*er,# +ell@tailored
marketing )lan com)rises of many com)onents that +ill )a*e the +ay to the
success of the $usiness if it is im)lemented )ro)erly according to the time
line )ut forth $y the concerned authority , To achie*e success in $usiness is
not an easy task $ut it needs to $lend all the elements in good )ro)ortion in
order to attain the target of the $usiness , There are many key sections and
factors +hich +ill $e instrumental in $ringing success to the com)any>s
$usiness, "o+e*er - the customer is the key for any $usiness *entures so
that all the strategies and )lans should $e made in *ie+ of them to increase
the num$er of the consumers +ho come to $uy the )roduct of yours , 9ou
+ant to e1cel others +ho are in com)etition $y good )ositioning and $randing
strategies $y +hich the customers are to $e fascinated to+ards the
)roduct ,
Micro environment faced by ofridge !ictionary publishers "
Micro en*ironment refers to the forces that are close to the com)any and
affect its a$ility to ser*e its customers and it +ill $e under the control of
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Hessa Alali H00126871 CIB 2003
the com)any too, It includes the factors such as em)loyees - su))liers -
media - in*estors - com)etitors and customers etc, These can $e ada)ted $y
the com)any in accordance +ith the changing situations ,

Su))liers
The 0uality of the dictionary de)ends u)on the material su))lied $y the
su))lier of the com)any +hich sometimes may not )ro*ide the ra+ materials
like )a)er ha*ing the 0uality as usual , It - )ro$a$ly - affects the com)any>s
name and fame through )u$lishing a dictionary +ith )oor 0uality and may lead
to the loss of some )otential customers for e*er, The failure of the su))lier
to deli*er the material in the gi*en time frame is another )ro$lem to )u$lish
the needed co)y of the $ooks a*aila$le in the market resulting the
customers turn to other )u$lisher>s ones ,
2m)loyees
=ack of the a*aila$ility of efficient +orkers results in the )oor 0uality of
the )roduct , So it needs the recruitment to $e done many times in one year
to $ring out the dictionary +ith the e1)ected standard ,The e1isting
em)loyees are to $e gi*en some training to elicit from them the ma1imum
ser*ice , 6etention of the em)loyees is also a $ig thing as far as the com)any
is concerned as they demand a huge increment annually ,
In*estors
In*estors +ill surely gi*e a great su))ort and momentum for the com)any
as they are +illing to share the )rofit and the loss also , They relie*e the
$urden of the finance to a great e1tent so that the com)any can a*oid the
$ankru)tcy that +ill $e a trou$le during the course of the $usiness , But - It
seems difficult no+ to find such in*estor as all the )eo)le are suffering
from the glo$al financial crisis ,
Customers
They are the key to any $usiness firms as the com)any>s future lies in the
)otential customers , customers are to $e attracted $y using some e1cellent
strategies and it really de)ends u)on ho+ the com)any is )ositioned and
$randed among the customers , It needs to increase the consumers and
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retain them for future through some offers or reduction sale etc, 5or the
)ur)ose - different initiati*es to $e taken from the )art of the com)any in
such conte1t,
Com)etitors

The com)any +ants to )ut u) a fight +ith other )u$lishers to drag along its
e1istence else it is )ossi$ly to $e re*erted $ack for e*er , The marketing
strategies of the com)any is to )re)ared to o*ercome the to) com)anies in
the same field that are +ell esta$lished to do any kind of marketing
cam)aign +ithout $eing $othered a$out the financial source , so it is a
challenge $efore the Ao1fridge> to channeliBe the customer>s attention
to+ards the )u$lishers outshining the $ig ones , C
2fficient internal management team
It is an essential )art to ha*e strong team of e1)erts for managing all the
factors related to the market )lan and to do the needful according to the
situations , These )eo)le +ill $e the corner stone of the success , 6etention
of such e1)erts is *ery difficult no+ a days as they ha*e many o)tions and
offers from *arious com)anies,
Macro environment
Macro en*ironment is all factors that influence an organiBation and are out
of its direct control , The en*ironment are al+ays changing so that the
com)anies must $e a$le to ada)t , 31fridge has to face some legal )ro$lems
as it needs to follo+ the rules and regulation of each country es)ecially of
?#2 , It is not an easy )rocedure to get access to all nations of the +orld
since different countries ha*e different la+s regarding the )u$lishing and
selling out the $ook +hich has $een )u$lished in another country ,Ta1 is
another trou$le to $e faced , 2*en though each country has its o+n ta1
)olicy some countries charge a ta1 more than e1)ected from the rest of
the +orld ,
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The )ricing $y the com)etitors can>t $e controlled $y the com)any $ut the
same )roduct - though some contrasts are there - of the other com)anies
has $een gi*en the )rice less than our com)any , It lands us in trou$le
$ecause of losing the consumers +ho go for the dictionary at a thro+ a+ay
)rice , #*aila$ility of the ra+ materials at times turns out to $e an o$stacle
to su))ly the dictionary in the market as and +hen needed , #*aila$ility of
em)loyees is also another causes disru)tion to the normal functioning of the
com)any , 3n some occasion - the 7o*, clam)s some regulation that affects
the $usiness more than anything for e1am)le *alue added ta1 8 ;#T 8 in
some countries ,The $ig com)anies like Cam$ridge and =ongman )ose a threat
to our $usiness +hile they are trying to ad*ice for some legal action ,Media
)lays an im)ortant role in s)reading the market for some $ooks $y
disseminating among the )u$lic only the negati*e side of the dictionary in
order to satisfy some others in the $usiness, !is)atching the ordered
co)ies to far a+ay destination on time $ecomes a trou$le $ecause the
ser*ice of the flight or the shi) may ha*e $een cancelled due to $ad
+eather or some )olitical clash or +ar ongoing in the country )ro)osed ,
Time line of marketing plan
There must ha*e a com)rehensi*e and +ell@crafted market )lan for the
success of any $usiness, The follo+ing are the ( key com)onents of the
marketing )lan for the )ro)osed )roduct - 31fidge 8 a dictionary +ith
difference ,
It is essential to ha*e an introduction to the )lan as it defines the long term
goals of your $usiness and +ill gi*e you a )icture of the future of the
$usiness once the mission is achie*ed , The o1fridge )u$lishers aim at
+idening the market to 22 countries $y the end of 20%: - gaining a )rofit of
D0 E $y the end of the year 20%(& and )u$lishing an illustrated dictionary
$y the end of 20%( , In the near future the +ord o1fridge +ill $e a )et
+ord for all the customers , A .ay less and gain a lot> is the *ision statement
of the com)any,
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#ituational Analysis
The section gi*es us the clear cut )icture a$out at )resent situation in the
market - com)etitors - their )roducts - the com)any>s strength - +eakness -
o))ortunities - threats and )olitical - economic- social - technological and
legal climate ,
The com)any has many com)etitors +ho has )u$lished the same )roduct $ut
+ith difference , Their dictionary does not ha*e +ide range of +ords and
illustrations and the )rice gi*en is more than enough , #rrangement of +ords
are not u) to the mark in the dictionaries a*aila$le in the market , The lay
out seems to $e outstanding $ut the 0uality of the )a)er is not good , To
attract customers - they make it colorful and announce offers and )riBes ,
Most of them are +ell esta$lished com)anies +hose $rand has got the glory
among the )eo)le ,
The A o1fridge A has a +ide range of +ords that are arranged in a $efitting
manner and the dictionary is )orta$le e*en if it has around 2000 )ages
$ecause the )a)er used are of high 0uality , The inclusion of #ra$ic language
also in it is another feather on the ca) of the dictionary, In the end - there
are the +orld ma) and flags of +orld nations that differentiates the A
o1fridge A from others , 7rammar of #ra$ic and 2nglish has $een gi*en on
the last )ages , #s all others are *ery old ones - it is the latest one +ith ne+
+ords and u)dated information , It is enough for the com)any to o)en ne+
o))ortunities , Still- those $ig fish )ose some threats to the com)any
)ur)osefully lo+ering the )rice for their )roduct ,
Target Market
Its target market is students - teachers - translators - e1)atriates -
researchers and educationalists $ut it is for all age grou)s , Those )otential
customers need this ty)e of com$ination of t+o languages in one rather than
referring t+o ,
Marketing strategy
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This is the general )lan of action of the marketing and it is the foundation
of the marketing )lan , .ricing +ill $e done in accordance +ith the demand -
time and denomination , The com)any>s sales channel +ill $e $oth the $rick
and mortar store and online , The )otential customers are su))osed to $uy
the )roduct $ecause it is uni0ue one of all others,
Marketing Tactics
In this section - it descri$es the tools to $e used for )romoting the
)roduct , In the case of the A 31fridge A - all the )ossi$le channels are to $e
made use for the )ur)ose , Those are ad*ertising - *iral marketing -
Internet marketing - )rint media - electronic media - reduction sale - offers
and e tailing ,
$udget and action plan
"ere- it gi*es the fund you are going to allocate for the marketing and the
tasks that are to $e )erformed for achie*ing the marketing goals , The A
o1fridge> +ill allocate an amount of 200000 lakhs !hs for the )ur)ose , In
the month one- it is su))osed to launch a +e$site - *iral marketing through
9ou tu$e - mail and internet - to ad*ertise on )rint media and electronic
media ,
Metrics
In this area - the result of the im)lemented action )lan is descri$ed and it is
*ery im)ortant also to kno+ ho+ the things are going , at the end of e*ery
year- the market )lan is to $e u)dated $y doing the needful changes ,
Analyses the behavior of potential
Consumers are )laying three roles namely user- )ayer and $uyer and they
are key to the com)any , They are to $e studied +ell to gather a meaningful
insight a$out the )otential customers so that the com)any can meet the
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needs - +ants and demands of them , # consumer effecti*e marketing
strategy can $e de*elo)ed only after the collection and research $ased on
the gathered information a$out the consumer>s $eha*ior , The $eha*iour
analysis is much needed to im)ro*e $usiness )erformance , #fter such an
analysis - it is easy to make a customer relationshi) management in an
effecti*e manner, In the case of the dictionary - the customers are in need
of a good one +hich has the com$ination of the t+o languages 8 #ra$ic and
2nglish 8 in one , 31fridge is com)rehensi*e and inclusi*e of all the )ossi$le
information , The students es)ecially the locals here need it for a $etter
understanding of the foreign language in an easier manner and also uses for
their school 2nglish assignments , The teachers )urchase it to )re)are for
the class as the students are not +ell familiar +ith 2nglish , Translators $uy
it all the editions to u)date their kno+ledge , some school management
suggests their children to get the dictionary at their cost , so no+ a days -
)arents come together and do a $ulk )urchase from our outlets , It is
carried home $y the e1)atriates to gi*e to their relati*es or to donate to
local li$raries or schools and it gi*es ne+ o))ortunities for the com)any>s
$usiness, 2uro)eans +ho are a))ointed here as officials in ministry or in any
other $usiness firms are eager to o+n the dictionary thinking that #ra$ic
learning +ill $e easier $y using it,
%lectronic medium in marketing
2lectronic media has con0uered the +orld e1erting its influence in all +alks
of life of )eo)le and there is an un)recedented gro+th and increase in the
use of electronic media for multi 8)ur)oses es)ecially in the realm of
marketing and )romotion of the )roduct or ser*ices throughout the glo$e
+ith no $oundary, It )lays an im)ortant role e*en in the o)inion formation of
the )eo)le related to all the matters of day to day life and different
transactions they do e*ery day, The media controls the $uying decision of
the )otential customers to a great e1tent in the form ads gi*en on the
electronic media like T;- 6adio and Internet, The com)any can>t im)ro*e the
market in this era of internet +ithout using these media as all other
com)anies are making a tide of ads to attract the customers and ultimately
to ha*e the desired result- success of the $usiness, The reasons $ehind
using the electronic media are the follo+ing,
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62#S3S B2"I! ?SI7 T"2 2=2CT63IC M2!I#
Chea)er and cost effecti*e
Marketing can $e done in a chea)er manner on Internet $y creating *iral
marketing through 9ouTu$e or email , It does not need money to create and
im)lement this sort of )romotion of the )roduct like ours- 3456I!72
!ICTI3#69, It +ill gi*e some result in the form of some )otential
customers to $uy the dictionary , The use of electronic media has $een
found much effecti*e through s)reading the message of the )roduct among
the customers +ith a nominal cost ,
Ca)tures more audience +ith audio 8 *isual im)act
The media like T,; can dis)lay the )roduct at one time to a large audience in
an a$solutely effecti*e manner $ecause of the audio *isual effect +hich +ill
of course make an indeli$le mark on the mind of the customers a$out
)roduct so that the name of o1fridge da+ns on the customers con*erting
the )ros)ecti*e customers into $uying customers ,3n other media - the
same effect is made +ith less degree of im)act as 6adio does not ha*e the
*isuals $ut internet can ha*e same effect of im)ression only to a fe+
)eo)le ,
#timulate and encourage
These media ha*e the real )o+er to e*oke the $asic interest of the
customers $y gi*ing *i*id )icture of the )roduct +ith distinct features and
offers a*aila$le, The im)ressi*e 0uality of electronic media is really
remarka$le and its influence on the customers to gi*e a kind of e1trinsic
moti*ation for $uying our )roduct is also a significant factor $ehind using
electronic media in marketing ,
&reate most desired result
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By using the media - it is )ossi$le to )roduce the desired result of the
$usiness +ithin the timeline as )er the market )lan, o other means in the
+orld can $e made use for the )ur)ose of )romoting the )roduct among the
customers in a desira$le manner , This is )ro$a$le $ecause the electronic
media can s)read the name of your )roduct on a +ar footing term,
'ivid and clear display of the product
o+@a 8days- any customer can take a concrete decision on the selection of
the com)any of a )roduct $ecause the )roduct is clearly dis)layed on the
media like T; or internet +ith its all features and 0ualities , Therefore -
there is no chance of a mismatch in the *alue )ro)osition of the )ro)osed
)roduct that the customer +ants to $uy , "e can /ust /udge or com)are the
same )roduct of different com)anies sitting in his )ri*ate cham$er $efore
going for the sho),
Market segmentation is an integral )art of the marketing strategy that +ill
make the )romotion of the )roduct easier ena$ling the com)any to focus the
target market and customers in a $efitting manner through the )romotional
tools like ad*ertisement, The )romotion of the )roduct $ecomes effortless
$ecause the market is di*ided in to smaller units $ased on demogra)hic-
geogra)hic- )sychogra)hic and $eha*ioral *aria$les, It +ill gi*e a clear cut
)icture a$out the customers- their demand +herea$outs of the )ros)ecti*e
customers,
!emographic segmentation
#ccording to the segmentation- the factors like age, 6ace- gender-
occu)ation- education and income are considered +hile categoriBing the
market for the con*enience of the marketing and )romotion of the )roduct,
Concerning the A31fridge !ictionary>- the local students aged %: to 2: come
under our direct focus as they need the dictionary in their studies and also
in their communication, The main reason $ehind their )urchasing is learning
2nglish $ecause the dictionary is )re)ared in the most suita$le manner -
)rimarily for the locals and generally for all the target )eo)le of the +orld -
ha*ing $oth 2nglish to #ra$ic and #ra$ic to 2nglish ,.rofessional inside the
country and outside - teachers - translators - tourists - )rofessors - students
of all countries and researchers throughout +orld are our main focus
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,S)eakers and call center +orkers are the customers of the dictionary in
+hich they +ill find it easy to learn the language of their choice ,
(eographic segmentation
In the first )hase - our )rime area of focus is ? # 2 itself $ut later )lanned
to e1tend the market to most of the nations in the +orld and to create a
market like the 31ford dictionary has no+ among the +orld customers , In
?,#,2 - !u$ai +ill $e the head0uarters and the other emirates +ill $e also
under our immediate focus areas , #ll the educational institutions and its
stakeholders in the country are the target market , !uring the ne1t )hase -
India - Saudi - Fatar- .akistan - Gu+ait - Bahrain - Sudan and Iran +ill $e
added as the target market for our dictionary,
Psychographic segmentation
31fridge dictionary is su))osed to ha*e a great acce)tance among the
translation learning students and adults $ecause it is e*ident from their
acti*ities and interest sho+n to+ards ac0uiring the mastery o*er the target
languages , 21)atriate students and teachers are eager to learn #ra$ic
through using such $ilingual dictionary +hile the emirate students and
teachers are curious to kno+ more a$out the +orld language $y using their
mother tongue, Tourists from outside are in search of an easier +ay to learn
#ra$ic $y enriching the *oca$ulary so that 31fridge is the $est solution
$efore them ,
$ehavioral
.otential customers like those )eo)le in the educational field are al+ays in
search of a good authentic $ilingual dictionary like o1fridge +hich can
satisfy the need of learning the language , School children need it much $ut
they don>t ha*e the aim to )urchase it at the gi*en )rice , They are likely to
ask some discounts or e1)ect some offer +hile translation learning students
and gro+nu)s don>t $other a$out the )rice , The segmentation is on the $asis
of user>s $eha*ior- )attern of use - )rice sensiti*ity and $rand loyalty ,
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Hessa Alali H00126871 CIB 2003
&haracteristics of consumers
#nalysis of consumer>s characteristics in the target market is to $e done
)ro)erly in order to get a clear idea for )lanning the marketing in line +ith
the o$ser*ed $eha*ior , There +ill $e a $ig difference if the marketing is
done ha*ing collected e*idence of the trend in the market and it +ill herald a
ne+ era of success and glory for the com)any and its $usiness, The
characteristics can $e o$tained $y the com)any $y doing the segmentations
$ased on the *arious *aria$les mentioned a$o*e,
The consumers need a $ilingual 2nglish 8#ra$ic and #ra$ic 82nglish
dictionary like 31fridge $ut they need a s)ecial discount on the )urchase ,
They ho)e offers on the dictionary once in a year or more than that , Some
customers are not +illing to $uy it from other $ook sho)s due to a slight
hike in the )rice , Mean+hile - they *isit our authoriBed outlet at !u$ai to
get it at the net amount ,
They +ant light +eight and )orta$le ty)e that can $e carried +ith them e*en
+hile they are in tra*eling ,More illustration and e1cellent design are much
liked +hile demand for laminated )ages and thinner )ages +ith clarity is on
increase, # grou) of high class and the literati need +e$ su))ort and a
s)ecial C ! on grammar and )ronunciation free of cost along +ith the
dictionary , some of them are on the lookout for a dictionary +hich has the
$est collection *oca$ularies +ith additional information like +orld ma)s -
grammar ti)s - measurements etc, - at an afforda$le )rice , #ll the forms a
*er$ +ith ma1imum usages and e1)lanation are desired $y the customers in
the market ,
&)IT%)IA *O) PO#ITIO+I+(
6egarding the com)any - its glory lies in the )ositioning of our )roduct and
ho+ +ell it is done among all other ones of the same field , This is the
foremost area in a market )lan on +hich the com)any needs to take its last
ounce of energy in order to get it )ositioned +ell , .roduct )ositioning refers
to the image that a )roduct )roduces in the mind of customers in com)arison
+ith the com)etitor>s )roducts and also in com)arison to other )roducts of
the same com)any , #s the $usiness future de)ends on the so called
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Hessa Alali H00126871 CIB 2003
)ositioning - It has to $e )erformed it in a )erfect manner using some of the
im)ortant criteria , They are changea$ility- differentiation- communication
and relia$ility ,
!ifferentiation
Some kind of differential ad*antages that others can>t )roduce should $e
made in our )roduct - 31fridge !ictionary - to ha*e the distinction and there
$y the attraction of the )ros)ecti*e customers to+ards the com)any , <e
)ro*ide the dictionary +ith much difference from others as it is offered to
them a C ! on )ronunciation and grammatical elements free of cost -
)ro*er$s or idioms on e*ery )age - an electronic .2 that +ill )ronounce
+ords /ust you touch on the +ord - discount on e*ery )urchase -
un)recedented com$ination of #ra$ic and 2nglish - e1cellent design of the
!ictionary and resourcefulness of it ,
&hangeability
<e +ill kee) u) our )roduct 0uality as offered +ithout often changes in the
)ositioning of the )roduct that +ill land the customers in trou$le and the
*alue )ro)osition is made according to the e1)ectation of the customers ,
<e su))ose to )u$lish the same one for a )articular e1tend of time $ut at
times edition +ill $e made to enrich the dictionary more +ith resources +hile
all other features +ill $e in the same +ay , #s on ads - the same )roduct only
+ill $e gi*en to them else the $usiness may face failure ,
&ommunication
The )roduct and its features are to $e descri$ed +ell to the target market
$y +hich the )ros)ecti*e customers can ha*e a *i*id )icture of the )ro)osed
one for a $etter understanding and accordingly to $uy the )roduct ,
3ther+ise - am$iguous definition of the )roduct +ill )ossi$ly damage the
name and fame of the com)any for e*er as the customers are +rongly
im)ressed of the com)any,
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Hessa Alali H00126871 CIB 2003
#s far as 31fridge is concerned - e*erything is clearly communicated to the
customers +ith clarity , +e )u$lish the dictionary +ith the com$ination of
$oth the #ra$ic and 2nglish and a re)ertoire of +ide range of ne+ +ords in
$oth languages , It is user friendly ha*ing the )age marking done +ith
corres)ondent letter of 2nglish and #ra$ic in a colorful manner that can
catch the sight of e*en a careless one , C! and electronic .en are a s)ecial
offer from the com)any ,.ages are highly 0ualitati*e ha*ing lamination +ith
light +eight ,
)eliability
The com)any has to create a faith a$out the )roduct and the com)any that
the )roduct is sold out kee)ing u) the )romises made in the communication
to the customers , 2lse - once deli*ered the dictionary +ithout the features
offered - the com)any can>t go ahead far , Therefore - our )lan is to )u$lish
the dictionary +ith all the features so that +e are likely to earn the trust of
the customers , Then our )roduct )ositioning +ill $e as e1)ected ,
Product,
MA)-%TI+( MI.
It is a )lanned com$ination or mi1 of the controlla$le com)onents of a
)roduct>s marketing )lan commonly termed as D.s - )roduct - )rice -)lace and
)romotion , These four are ad/usted until the right com$ination is found
that ser*es the needs of the )roduct>s customers- +hile )roducing ma1imum
income , They make u) a $usiness )lan for a com)any
handled right - it can $ring great success, The marketing mi1 needs a lot of
understanding - market research and consultation +ith se*eral )eo)le +ho
are in the net+ork of the $usiness,
Ofridge dictionary / the proposed product in details
This is a $ilingual dictionary +ith a +ide range of *oca$ularies in the $oth
languages - #ra$ic and 2nglish , It has the o)tion of 2nglish 8#ra$ic and
#ra$ic 82nglish +ith the inclusion of the +ords coined at the latest , 3n
each - key +ords are gi*en at the to) of each )age for the con*enience of
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Hessa Alali H00126871 CIB 2003
the users and $oth sections ha*e $een arranged in a$solutely in al)ha$etic
order , .ro*er$s are +ritten on each )age in the middle in a small $o1 to
catch the eye of the lookers, <orld ma)s - oceans - +orld countries and its
flags - grammar ti)s - illustration of some im)ortant things and +riting skills
like resume - letters - messaging etc, are included in the last )ages, Its co*er
is daBBling +ith $eautiful color com$ination +hile the clarity is u) to the
mark , The light +eight dictionary can $e carried e*en though it has num$er
of )ages as it has $een used highly 0ualitati*e )a)ers , each )age is
laminated ,
$randing
Branding is the marketing )ractice of creating a name -sym$ol or design
that identifies and differentiates a )roduct from other )roducts, The
com)any +ill get a ma/or edge in the com)etiti*e market $y using an
effecti*e $rand strategy , 9our $rand is your )romise to the customers , It
tells them +hat they can e1)ect from your )roducts and ser*ices and it
differentiates your offering from that of your com)etitors ,9our $rand is
deri*ed from +ho you are - +ho you +ant to $e and +ho )eo)le )ercei*e you
to $e,
#trategies

#t first- a logo of ? # 2 #irlines - a falcon +ith the $ackground of three
colors as in the ?#2 flag - is created to dis)lay e*ery+here to make it
kno+n to all the )eo)le , Brand messaging is done after ha*ing made the key
messages and attri$utes +e +ant to communicate $ut e*en the +orkers +ill
$e con*inced the attri$utes of our com)any ,
21tension or integration of the $randing is made in e*ery as)ects of our
$usiness like res)onse to )hone calls - dress of the sales )eo)le - our email
signature and e*erything, The A*oice> of the com)any has created to use it in
all communication of the com)any ,The tagline of our com)any is A 31fridge -
the ocean of *oca$s and information : o+n it for a $etter tomorro+>, <e +ill
$e true to our $rand $y deli*ering the )roduct as )romised and consistent in
all the matters of the $usiness es)ecially in )ositioning of A31fridge>
dictionary,
Pricing strategy
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Hessa Alali H00126871 CIB 2003
.rice is the amount a customer )ays for the )roduct ,It is *ery im)ortant as
it decides the com)any>s )rofit and the head+ay , ad/usting the )rice has a
)rofound im)act on the marketing strategy - and de)ending on the )rice
elasticity of the )roduct - often it +ill affect the demand and sales +ell ,The
marketer should set the )rice that com)lements the other elements the
other elements of the marketing mi1 , Customer )ercei*ed *alue for the
)roduct - reference *alue and differential *alue is taken into account +hile
deciding the )rice for the )roduct,
Market penetration pricing strategy for O.*)I!(%
It is a )ricing strategy +here the )rice of the dictionary set at a )rice
lo+er than the e*entual market )lace- to attract ne+ customers , The
strategy +orks on the e1)ectation that customers +ill turn to the ne+ $rand
$ecause of the lo+er )rice , It is commonly associated +ith a marketing
o$/ecti*e of increasing market share or *olumes rather than making the
)rofit in a short term , The )rice +ill $e increased later once this market
share is gained,
Payment Policies
The customers can )ay the amount through Bank to Bank transfer - checks -
money orders - online )ayment ser*ice - cash do+n )ayment - credit card -
de$it card and e1changes, The com)any +ill not take the e1)ense of the
returning of the dictionary +hich has $een deli*ered in a damaged condition
+hile it +ill ha*e to $e done $y the customer , If any kind of )ro$lem in the
deli*ered )roduct is there - they ha*e the right to contact and get it sol*ed
$y the res)onsi$le )erson of the com)any, 3nce sold out - no refunding +ill
$e there ,
Tools of promotion for Ofridge dictionary
.romotion refers to all the acti*ities undertaken to make the )roduct kno+n
to the user and the trade , This includes ad*ertising - +ord of mouth - )ress
re)orts - incenti*es - commissions and a+ards to the trade , It also includes
consumer schemes - direct marketing - contests and )riBes ,If these tools
are handled +ell - the success of the $usiness is at hand ,
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Hessa Alali H00126871 CIB 2003
Advertising
Television and radio
These t+o are the $est tools at )resent $ecause it has a +ide range of
audience and is a*aila$le in e*ery )lace , The dictionary can $e dis)lay +ell
on the local and international channels on T; +ith all the features in an
a$solutely effecti*e manner , =istening to radio is )ossi$le +ithout any
intention to , The retention and s)reading the message of the )roduct in
0uicker manner are the noticea$le ad*antages for the media,
+e0spaper 1 maga2ine and billboards
The )roduct +ill $e introduced through all the ne+s)a)ers here in !u$ai and
magaBines of all languages other than #ra$ic , "uge $ill$oards +ill )ut u) at
the most attracti*e )art of the city 3
*ace book and t0itter
These are useful as the +orld is no+ $ehind these social net+ork ,
Other tools

.ress release - ne+s re)orts - ne+sletters - internet - mo$ile - sales )eo)le
and influencers ,
Place
.lace refers to the )oint of sale , In e*ery industry - catching the eye of the
customers and making it easy for $uying it is the main aim of a good
distri$ution or A)lace> strategy , In fact - the mantra of a successful $usiness
is location ,#nyho+ - the customers +ill $e gi*en an easy )urchasing facilities
for the )roduct A31fridge dictionary ,
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Hessa Alali H00126871 CIB 2003
$ook shops
It +ill $e a*aila$le in all the leading $ook sho)s in ?#2 +here customer can
do the cash do+n )ayment and +alk a+ay +ith the dictionary , They are a$le
to check +hether any damage is not or +hen they $uy it from this kind of
Mortar and $ricks ,
!oor to !oor sale
The customers are gi*en the o)tion that they +ill get the dictionary +ithout
*isiting any sho) or outlet as 3ur sales men +ill $e deli*ering it at your
threshold at some )oint of time ,
%4tailing 5 online
The customers can get the dictionary +ithout *isiting any sho) , They +ant
/ust to )lace the order through our +e$site and the thing +ill $e deli*ered
there +ithout any damage +ith a nominal charge of dis)atching, They are
free to )lace order at any time of the day round the clock ,
Through agency or middlemen
<e ha*e some authoriBed agency throughout the country from +here
customer +ill get the dictionary at the net rate ,
One line Tools and Technologies
3nline )romotions are meant to turn site *isitors in to customers , The
o$/ecti*e is to get the *isitor to take actions $y contacting a sale
re)resentati*e and ultimately $uying the offered )roduct ,The methods to
get this aim are ad*ertising - loyalty and re+ard )rograms - contests- search
engine usage and o)timiBation - social media - email $lasts - referral
marketing - #ffiliate marketing - in $ound marketing - *ideos - cou)ons -
)remiums - re$ates and other discounts,
Gi))t
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Hessa Alali H00126871 CIB 2003
It is a su)er stylish +ay to sa*e all your links from around the +e$ +ith lots
of social features $uilt in, 3n the one hand you can /ust use the ser*ice $y
yourself , you find the things you like the most - then sa*es them to one of
your lists in Gi))t to read them later on and use it as a )ersonal archi*e, 3n
the to) of all of this - you can connect +ith other )eo)le using ki))t - follo+
their lists- comment and like their links, #nd they can do the same for links
you sa*e ,
*ollo0er 0onk

9ou can use the tool like t+itter counter to +atch the gro+th of your
num$er of T+itter follo+ers - you may +ant to analyBe your follo+ers more
carefully , It is )ossi$le to $reak do+n the follo+ers into demogra)hics so
they can $e under stood $etter ,
The follo+ing are also usa$le for )romotion
;iral marketing- Internet marketing- T+ittter- 5ace $ook and you tu$e

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Hessa Alali H00126871 CIB 2003
6eferences:
International Marketing Strategy 85rank Bradly
Introduction to Business 8 Heff Madura
.rinci)les of Marketing 8 6andakk ,7,
Marketing Management and Strategy@ Baker, M
Marketing Mi1 StandardiBation in International marketing 8 To$ias 6itcher
.articularities in the marketing mi1 ser*ices o)eration 8 Martin <enderoth
International Marketing Mi1 8 Sergio Sil*estreli

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