marketing implementation presentation

8/10/2019 Marketing Implementation Presentation

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GROUP MEMBERS NAME & ID

SERIAL NO. NAME ID

1. JOEITA JAFRIN 238

2 TANZIMA TAHRIM RAHA 239

3 MD. OLI AMIN 250

4 BELAL HASAN 256

5 MD. SAIFUL ISLAM SUJAN 265

6 MD. MASUM CHOWDHURY 267


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MARKETING PLAN OF TOP OF MIND

Top of mind is one of the leading media

planning organization in Bangladesh.


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Market Review(Trends Overview)

Businesses hire Media Planning agencies to connect with their target

customers fast through an effective media.

More than 50 agencies are involved in media planning business

currently in Bangladesh.

These agencies come in all sizes and include small to medium sizedagencies, large independents, and multi-national, multi-agency

conglomerates.

Most full-service agencies work on a combination of fee-based and

commission based compensation.

Clients pay fees separately for broadcast media, radio and television.

Top of the mind differentiate themselves by offering a mix of web

Design/Development, Search Engine Marketing, InternetAdvertising/Marketing.


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Market Review(Market Segments & Target Market)

Market Segments Top of the mind has achieved a reliableposition in their target Clients mind. It has segmented its

market with:

Business and Corporations from domestic and foreign

markets

Target market

Top of the mind values the core belief of

people and tries to explore their world via the media For

their creative works they have occupied some reputed

National as well as Multinational organizations as their

clients. Some of their clients are:


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Target Markets (Contd)


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Competitive Review

Media planning market is becoming competitive day by

day for the following reasons: Attractiveness and opportunistic nature of Media

planning Industry

Interest of foreign media planners to enter in the

industry

Competition between foreign and domestic mediaplanning agencies

Increased demand of quality media planning

Name of companies

Name of companies

1. Asiatic

6. Bitopi Advertising

2. Top of Mind

7. Expression Ltd.

3. Adcomm

8. Grey Advertising Bangladesh limited.

4. Benchmark Ltd. 9. Interface Ads firm

5. Beach Advertising 10. Interspeed Advertising Agency


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Product and Business Review

Product:Top of the Mind is a media planning agency with a far reaching vision

and a team of experts under the Leadership of Ziauddin Adil and

Fahad Karim. It is in the second position in media planning sector.

Top of the Mindsmain business product is Media planning. Applyingpractical, calculative approaches to planning, Top of the mind values the

core belief of people and try to explore world via media.

Business Review:

Media plan is related with promotion of Client Companysproduct. Topof Mind try to make the proper allocation of its clients budget for a

particular ad. The company deals with domestic as well as

Multinational companies. With the help of effective media planning Top

of the Mind helps their Clients to get maximum response from the

target audience. It helps them to generate high revenue in near future.


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Top of Minds SWOT Analysis

WeaknessStrengths

Opportunity Threat


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WeaknessStrengths

Opportunity Threat

Weakness

Lack of expertise in the

comparison to market Leader

Technological efficiency

Inability to create Ads

No parallel wings


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WeaknessStrengths

Opportunity Threat

Opportunities

Through their creative

works Top of the mind canbecome market Leader in

near future.

Achieve a distinctive image

for the new entrants of this

industry

Can expand the business Can offer a better career

opportunity who want to

join this field.

Less chance to get

obsolete from the market.


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WeaknessStrengths

Opportunity Threat

Threats

Threat from competitors

Too much competitive market can

be the reason of loosing potentials.

Less monitoring could lead to

market share fall.


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Limitations.

Inadequate source of information as Marketing plan of a

Media Planning agency is an internal issue.

Lack of opportunity to collect information from customer

Survey.

High dependency on information acquired through depth

interview.

Unwillingness about sharing some information like revenuecollection prom each project.

Insufficient sources for secondary data collection.

Time limitation and other constraints.


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Goals and Objectives

No.1 position in the Media Agency

Reach the highest possible customer bylowest possible cost

Provide error free service to the client


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Sales Goals

Concrete and measurable (In terms of taka andunits)

Set at a level that is challenging but notimpossible to reach

Set on a specific timetable for measuringsuccess

Linked to projected profits (which should alsobe estimated in the marketing plan)


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Sales Goals(Contd)

Ownproduct'ssales

Make profit

Totalindustrysales


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Marketing Objectives

Size of themarket

Potentialmarket

Brand value


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Philosophy

Fishing

analogies

Fishwhere the

fish are

ExecutionDont becontrolling


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Strategies

Pricing

As we follow the cost leadership strategy our product cost is low other then thecompanies run in this industry

Product

Our product is media planning. We provide the companies how to get the highestcustomer at low cost

Positioning

At Top of Mind we always try to give the best value to our beloved customer. Customeris our main concern. We provide low cost to the media plan of our customers.


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Strategies (Contd)

Communications/Promotion

We communicate very frequently with our customer and providethem the best service

Distribution

We follow extensive distribution policy. We provide in housepolicy for our customers


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Developing the Media Plan

stating mediaobjectives

evaluating media

selecting andimplementing mediachoices

determining themedia budget


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Stating Media Objectives

Reach: The number of different persons or householdsexposed to a particular media vehicle or media schedule atleast once during a specified time period.

Frequency: The number of times within a given time periodthat a consumer is exposed to a message.

Continuity: The timing of media assertions


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Evaluating Media

extensive primaryresearch

research findingsprovided by the

medium

their own experience subjective appraisal

There are definite inherent strengths and weaknesses associated

with each medium


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Selection and Implementation

quantitativelyand qualitativelyevaluating each

medium

The timing of

media

the size of thecustomers

position of theadvertisement

the available

budget

The media mix decision involves putting media together in the most

effective manner.


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Setting the Media Budget

According tocompanycapability

According totarget

customers

The quality expectations of the media outlet will influence the cost


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Media Mix

Newspaper

Internet

OutdoorRadio

Television


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Creation

Communication


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Foundation

StrategyDevelopment

Implementation


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Hire SkilledPersonnel

Raise Resource

Creative SectorReduce

CommunicationGap


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marketing implementation presentation

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