Marketing Plan(Fastrack Watches)

Presented By:Arslan Ahmed (2992)Bilawal Zafar (3004)Usaid khan (2960)Abdul Waheed (2961)Habibullah (2967)

Presented To: Sir Naveed Altaf & BBA 22 (A)

Executive Summary Fastrack –An Introduction ProductsObjectivesMarketing ShareFuture Plans

Fastrack-Products:Sport WatchesNight Watches10% Decrease in Price-Competitor’s UndercutPenetration Strategy

Market:Mid and High Level Watches TrendEnhanced Image Appeal

Financial Considerations:Start up Cost Rs.5 MillionOwner’s Equity Rs.3 MillionLoans of Rs.2 Million

ObjectivesTo be number one selling Brand in PakistanModerate PricingAchieve 55% Gross MarginAchieving 20% Market Share in Major Cities

KEYS TO SUCCESSQuality Products100% Customer SatisfactionBuilding Brand Image and Brand Equity

COMPANY LOCATIONS AND FACILITIESIndustrial AreaDistribution

Rawalpindi-Arslan Co.Islamabad-Bilawal-The Bilz & Co.

Product DescriptionCan be used at 100 Meters deep in the waterSports WatchesNight WatchesDurable SteelHard Rubber Combination

Product Life Cycle and 4psIntroductory Stage:

-Highly 4ps Focusing-Introducing

Growth Stage:-Increasing Pricing-Growth-Decreasing Cost (Economies of Scale)

Maturity Stage:-Existing Customer Focusing-Augmented-4Ps For Brand loyalty

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SMART AnalysisSpecific:

-increasing Sales -20% Annual Increment in sales

Measurable:-Using SPSS and DAS-To make Objectives

Realistic:-Using Real World Facts and Figures-Objectives will be realistic

Time Bound:-3 Year limit to achieve its objectives-Near to reality

Micro-AnalysisCustomers:

-Youth-Aggressiveness Management-Modifying according to Customers Needs

Suppliers:-Supply Chain-Raw Material-Availability

Competitors:Pressure Groups:

STPD AnalysisSegmentation:

-Youth (Students)-Businessmen-Kids-Females (Young Girls, Aged ones)

Targeting:-Youth-(14-30)-Students-High Schools, College, University etc.

Positioning:-4Ps-Warranty-Customer Care Service

Differentiation:-Style (New look, Attractive, Color Contrast etc.)-Quality-Design-Durability

PESTEL AnalysisPoliticsEconomicsSocietal SystemTechnologyEnvironmentLegal System

SWOT AnalysisStrengthsWeaknessesOpportunitiesThreatsPorter Five Model Analysis

New Competitor/ Entrants

New SubstituteSellers PressureBuyers Pressure

Marketing Mix 4ps Analysis Product:

-Augmented-Product Association-Branding

Pricing:-Competitors Undercut 10%-Penetration Strategy

Sales Strategy:-Arslan and Co.-Communication between Bilawal and Arslan

Promotion:-As per PLC-Described above

Place Strategy:-Self Reliance-Legal VMS-Co-Branding

Push Strategy:-Distribution to Distributors-Retailers and Whole-Sailors

Marketing Communication System:Identifying AudiencesCommunicational ObjectivesDesigning ObjectivesBudget ForecastingSelecting ChannelsMeasurement of Results

Measuring ResultsSales At outletsInventory ManagementDatabases and Commercial DataSurveysSales Increment or Decrement

Questions ?