marketing plan report(1).doc

7/21/2019 marketing plan report(1).doc

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S"#' ISP, the suggested name of our ISP will be a leading ISP in Pakistan inthe vicinity of time. Its command center is currently situated at (ulberg 'ahore.)rom 'ahore it will diffuse to the other city of Pakistan especially *arachi andIslamabad.

S"#' +et offers !otal Internet Services to its patrons. nder the well-established brand name of S"#', we deliver ial- p Internet, /roadband and

ata access services to our customers.

With ever expanding horizons, S"#' +et aims to be the largest InternetService Provider in the country with features and facilities like 01-hourtechnical assistance, 2 days a week, best modem to user ratio preventing busysignals, powerful, direct connection via satellite to the Internet backbone,firewall security features to safeguard against hackers. S"#' +et withapproximately 034$bps bandwidth countrywide and approximately 56777dialup ports at present is completely geared towards providing customers withtimely, reliable, superior services and solutions.

We take pride in introducing a new service from the most reliable platform forInternet and ata 8ommunication in the country. S"#' +et is a leadingInternet and ata 8ommunication company that is focused on empowering

businesses with cutting edge technology. We are focused on delivering high-9uality services and solutions in many critical domains. !he synergistic effectof its familiarity, expertise and 9uality has helped to boost.

S"#' +et offers S' technology, enables much higher speeds ranging from350 *bps to 57 $bps across the telephone lines from our +etwork 8enter to

customer:s office premises.

Why pick this name;ere we have exploited the name of our ISP the <S"#' +et =Stare at #nline>?

because

@ !his name relates to our services like outclass service ofinternet provider.



@ $oreover, when our target customers confront our advertisingmessage, will surely comprehend that the ISP surpasses all theother ISPs.

@ !his name implies a good and nippy service image incustomer:s mind.

Mission Statement

<8reate and maximize value and opportunity. !o be the leading, innovative anddynamically growing organization in the information technology andcommunication sectors so as toA deliver superior & sustained value, to achievetotal customer satisfaction% and become the employer of choice.?

Ob ectivesS"#' +et will establish a reputation for 9uality work and plans to continue toenhance its image in the industry. !he company seeks to become a well-knownand respected provider of advanced network solutions byA

•€

Increasing service offerings.•€ Increasing availability and accessibility to current and futurecustomers.

•€ 8reating innovative, uni9ue, and cost-effective solutions to problems currently faced by customers.

•€ !o revolutionize the way, the communication technology is perceived

•€ !o become an internationally acclaimed company for its S"#' +etlence

•€ !o deliver most viable services and solutions to our customers,while meeting the international standards with the pace of their

ourney, towards their vision, they adhere to their values as closeas possibleB



Services it !i"" offerS"#' +et provides services like Web hosting, domain registration, shared,leased and committed bandwidth solutions services to the corporate sector.Some of the services are as followsA

→€ Satellite /roadband Solutions

→€ Internet /andwidth Solution

→€ 8orporate 'eased 'ine "ccess

→€ Internet ownlink Services

→€ +etwork designing for Inter-/ranch 8onnectivity

→€ IS + Services

→€ P C edicated ialup Port services

→€ Dideo 8onferencing

→€ Wireless Solutions

→€

8orporate $ail Solutions→€ 8ustomized Web mail solution =P#PE /ased>

→€ Incoming Dirus )ree Fmails for Whole omain="nti-Dirus $ail (uard-!rend $icro>

→€ Incoming Dirus )ree Fmails for $ail /oxescreated on Gelay ="nti-Dirus $ail (uard>



#echnica" servicesS"#' +et also provides the following technical services to its users.

→€ Powerful, direct connection via satellite to the Internet backbone.

→€ 8omplete IS + compliant hardware for faster informationaccess.

→€ /est modem-to-user ratio to prevent busy signals.

→€ 01-hour, 2 days a week technical assistance.

→€ )irewall security features to safeguard against hackers.

→€ State-of-the art network design using Sun, 8isco and SGobotics e9uipment.

S' - igital Subscriber 'ine, having over 5 billion worldwide subscriberstoday, it is a broadband communication technology designed for use on regular

phone lines. It has the ability to move data over the phone lines at



Speeds up to 517 times faster than the fastest analog modems available today.

S' is the fastest growing last-mile broadband medium in Pakistan. It isinherently based on "!$ ="synchronous !ransfer $ode> technology.

/oth large enterprises and S$F:s have adopted S' connectivity in largenumbers during past three years in Pakistan and have a promising future.

$enefits of %SL offere& by SAOL 'et"s we are striving to give our customers 9uality services so we will use S'line in this regard which have the following benefits for the users.

→€ Single point of contact and responsibility for Internet andata Services.

→€ 'ocal phone line testing arranged & coordinated by S"#' +et on customer:s behalf.

→€ ninterrupted high speed and <"lways #n? Internet and ata8onnection.

→€ +o phone bills, always-on.

→€ !ested for reliability, flexibility and security.

→€ Fconomical as compared to other mediums.

$u& et prearran e&



!he budget which available to us, is up to E7.7 million rupees which will beallotted for the following activities

→€ Print $edia "dvertising.

→€ #utdoor "dvertising.

→€ Fvent $anagement.

→€ 8onsumer Sales Promotion.

#actics to be a&opte&"s a customer-oriented company, S"#' +et offers total Internet Solutions forthe business and family alike with facilities such as 01-hour, 2 days a weektechnical assistance, best modem-to-user ratio to prevent busy signals,

powerful, direct connection via satellite to the Internet backbone, and firewallsecurity to safeguard against hackers.

!o maintain this effort we will follow the following tactics with respect to gainthe competitive advantage in such a volatile environment. #ur strategies willcover the following fieldsA

→€ $arketing Strategies

→€ $edia "dvertising Strategies

Marketin Strate y *

#ur strategy is to achieve name recognition and attract customers byaggressively pricing its services. #nce customers have been ac9uired, thecompany will seek to offer them additional services which will increasemargins and provide them with useful solutions they would not otherwise find.

!he company will leverage its discounted services to help provide secondaryincome streams. )or instance, the company plans to launch free email services,

business directories, and other similar services which will attract current and potential customers to our Web pages. !hese Hpage viewsH will be used togenerate advertising revenue, as well as increase exposure of our own productsand services.



S"#' +F! will be able to surpass in the market because the company is small,highly focused, and motivated. !he company can retort 9uickly to changingopportunities and take advantage of the latest technologies.

!he company plans to expand its marketing efforts, service offerings, and

production. It is predicted that additional services will be offered and more personnel hired within E7 days of initial capital funding. S"#' +F! plans toexploit on the following areas of growthA

→€ ;igh-speed Internet connectivity via S', Wireless, and othertechnologies.

→€ Web hosting and design tailored to small, local businesses.

→€ F-commerce and associated online databases.

!o provoke sales, the company uses direct marketing, computer reseller andrepair facilities, and high-traffic areas =e.g. store checkout stands>.

)ollowing activities are pursued by the marketing department

→€ "dvertising design and placement.

→€ Public relations schedules and press releases throughouteach year.

→€ Planning and execution of all industry conferences,including the reservation of space, booths, personnel,messages, literature, etc.

→€ 8ollection, analysis, and internal dissemination ofcompetitive information.

→€ esign, maintenance, and monitoring of websites.

→€ esign and creation of sales support material.

→€ 8ollection and dissemination of client testimonials.



Me&ia A&vertisin Strate ies *

$arketing initiatives will focus on four areasA Server ;otel facilities, Webhosting, dialup access, and content provision. $arketing activities will beconcentrated in the following categoriesA

•€ Print A&vertisin + "ds will be developed and placed in severalindustry publications, +ewspapers and magazines.

•€ #ra&e Sho!s+ !he company will participate in selected localand national shows that will provide an opportunity to developexposure. !his is a very effective tool in creating awareness andstimulating lead activity.

•€ ,n&ustry Or ani-ations an& Associates+ !he recommendationis to oin a number of organizations that are relevant to thecompany as a whole. !his initiative will create awareness of thecompany within the industry, and provide networkingopportunities.

•€ #e"emarketin .ampai n+ !elemarketing activities geared toidentify 9ualified leads, follow-up on sales progress to the9ualified leads, and assurance that new potential contact lists arecurrent and accurate.



.ompetitive Ana"ysis

.urrent Situation Ana"ysis */efore starting a new business it is very necessary to know the big andsmall players of that particular filed. In this connection current marketsituation of that field should be examined. 8urrent market situation is

based on the factors like $arket, Product and 8ompetitors .So thecurrent market condition with reference to internet in Pakistan is asfollows.

sing Porter:s "nalysisA-

With reference to Porter we have analyzed the market situation of internet.

)ollowing five forces are driving the industry competition.

!hreats of new entrants.

Givalry among the existing firms.

!hreats of Substitute Products or services.

/argaining power of Suppliers.

/argaining power of buyers.

!hese five driving forces are analyzed as low, medium or high in strength.

'ame of %rivin /orce ,mpact

!hreats of +ew entrants =ISP> $edium by exerting the barriers to entry

Givalry among the existing firms =W#',/rain, 8ybernet, Paknet etc>

;igh every firm is striving for the 9ualityservice

!hreats of substitute products andservices 'ow



/argaining power of suppliers ;igh =$ore Price of providing the services>

/argaining Power of /uyers $edium ='ow Switching cost>

.ompetitors Ana"ysis"s there are a lot of ISPs in Pakistan but the main competitors of our ISP aretheA

•€ 8ybernet

•€ /rain net

•€ W#'

.ybernet *

8 /FG+F! is the largest Internet and ata 8ommunication +etwork ServiceProvider in Pakistan. !he company offers various services to the corporate andconsumer sectors and it is exploring the possibilities to extend several otheruni9ue online services to its over E37,777 valued customers.

Since its commencement in $arch 5JJ2, in the city of *arachi, having its share

of trials and tribulations, 8yber.+et has made a name for itself as one of theleading ISPKs in the country. " group company of the 'akson (roup of8ompanies, 8yber.+et has maintained the tradition of dedication and service

par excellence, which has been, and continues to be, its motto.

8yber.+et offers !otal Internet Solutions for the business and family alike.With ever expanding horizons, 8yber.+et aims to be the largest Internet ServiceProvider in the country with features and facilities like 01-hour technicalassistance, 2 days a week, best modem to user ratio preventing busy signals,

powerful, direct connection via satellite to the Internet backbone, firewall

security features to safeguard against hackers. 8yber.+et with approximately067$bps bandwidth countrywide and approximately 56777 dialup ports at present is completely geared towards providing customers with timely, reliable,superior services and solutions.

$rain 'et *

/rain +F! is pioneer in Internet Service industry in Pakistan and considered to be largest Internet service provider with greater geographical coverage and vast



range of internet solutions for consumer and corporate sector./eing a (roup of companies% /rain 8omputers was started back in 5J60 withsuccessful business of selling computer hardware solutions. In 5JJ0 /rain hasan honor of innovating emailing system first time in Pakistan history andreceived a lot of appreciation. In 5JJ4 /rain incorporated /rain +F! tocommence Internet Services and retained an honor of )irst Internet ServiceProvider of Pakistan.

/eing pioneer in ISP industry, we always stood ahead all in innovatingsolutions. /rain has got largest #ptical )iber network in 'ahore over which topI! companies are subscribed to. We are also been granted 'ocal 'oop 'icense=''8> by Pakistan !elecommunication "uthority =P!"> to run !elecomoperations with in 'ahore region under /rain!F'.

WOL *

World #nline =Internet 'ifestyle>

W#' !elecom 'imited =)ormerly 8yber-Soft !echnologies 'imited> is aleading provider of Internet and data services of Pakistan. nder the well-established brand name of W#', delivering dial up Internet, broadband anddata access services to consumer and businesses across the country in morethan E37 cities across Pakistan.

W#' currently employs more than 077 engineers and business graduates fromleading universities like $I!, ;arvard, / , ' $S and )"S!. W#' is thegroup company of one of the largest business groups of Pakistan, !he Shafi(roup, which consists of nine different ventures in leather, chemical, leasingand I! industry and employs more than 5377 people with annual exports ofSL 577M million.

#perating on a single platform using leading edge technology, the networkoffers broad range of IP and data services at company maintained sales outlets<W#' +et okaans? and round the clock customer support in 07 cities countrywide. W#':s complete line of services includeA ial p access, IP DP+, )ixed"ccess, Web ;osting, W#' N.03, W#' "!$, ata Services and SoftwareService.In the fast pace growing demand for broadband Internet, W#' recentlyintroduced its S' = igital Subscriber 'ine> services. S' is an accesstechnology that converts ordinary copper telephone line into access paths forhigh-speed data communications =data, audio & video>.

W#' is focused at providing you with maximum value for your money by not ust offering Internet connectivity but providing you with Internet solutionsalong with differentiated features.

#heir Ob ective *



!o attain market leadership and expansion in the I! and communication sectors by leveraging ISPO"SP, ata +etworking and Software capabilities.

#heir Mission *

!o become leader in innovation and contribute I! awareness towards society.!o be dynamically growing organization in ISPs and telecom industry byachieving

Internal & external customer satisfaction, superior & beneficial solutions, brining internet into common person:s life and to provide value of your money.

/eing Internet Service Provider and technology seeker, we believe in creatinginternet & technology awareness towards common public. )urther, keeping inview Pakistani ob market we try to contribute by becoming favorableemployer and facilitate human resources at our best so that they can meetcommon needs with high esteem.

Why to choose these ,SPs as .ompetitors *

We have included the above ISPs in our main competitors list because.

!hese three ISPs are well known ISP in Pakistan

!hey provide the 9uality services to their clients.

!hey are using different augmented services like excellent customer feedbackand excellent handling of customer:s in9uiries to satisfy their needs

SWO# Ana"ysis of ,nternet ServiceProvi&ers

Stren ths *•€ !he main strength is the offering of reliable services

•€ ISPs help to eliminate wasted bandwidth by not transporting the47 of normal speech which is silence.

•€ ISPs using the IP - the underlying protocol C which is supported by most platforms and is independent of the transport protocolused.



•€ IP is an open standard and has been around for many years.

•€ #nly one physical network is re9uired to deal with bothvoiceOfax and data traffic instead of two physical networks.;aving only one physical network has the following advantagesA

o 'ower physical e9uipment costs.

o 'ower maintenance costs.

o Increases the ability to exploit new technologies.

o Increases bandwidth efficiency.

•€ IP !elephony can provide considerable cost savings on longdistance and international calls as the PS!+ is bypassed usingD#IP (ateways.

•€ nified messaging systems can be achieved bysendingOreceiving e-mails and faxes from P8Ks phones, faxmachines or handheld de

Weaknesses *

While there are many aspects of this technology which provideconsiderable benefits, the technology is still very young and problemsremain. !he following paragraph looks at some of the weaknesses of thistechnology and their conse9uences.

•€ !he Internet is not the best medium for real timecommunications. Individual packets can take different routes andvarying delays can be encountered and packets lost in transit.

Waiting for delayed packets or retransmission of lost packets canresult in considerable degradation of 9uality. 'ong delays intransit can affect 9uality so much that the technology can becomeunusable, though many vendors do have solutions which aim tonegate the degradation suffered due to transit delays.

•€ While some standards have been set by the I! , thetechnology is not fully standardized and there is no guarantee that

products from different vendors will be interoperable. Somevendors are trying to resolve this problem by forming groups and



making guarantees about the products in the group but this is onlya partial solution - vendor:s outwit the group cannot guaranteeinteroperability.

•€ ;eavy congestion on the network can result in considerabledegradation of service as IP is not good at providing QoS =Qualityof Service> guarantees.

•€ Some organizations feel that the QoS needs to be improved before they will invest heavily in I! !elephony solutions.

•€ #thers see the immaturity of the technology and lack ofstandards across the board as a ma or drawback.

Opportunities *

•€ Internet awareness is still in the growth process as people becoming familiar more and more with the passage of time.

•€ With the growth in technology people want to incorporate their work with the research that is done on the other parts of world inthis connection they need a high connectivity which is only

provided through the use of internet.

•€ $any vendors offer the ability to incorporate Dirtual Private +etworking =DP+> with relative ease into the IP !elephonysolutions they provide. !his allows any transmission to beencrypted using a number of cryptographic techni9ues and

providing security by transmitting the communications through aKtunnelK which is set up using PP!P =Point-to-Point !unnelingProtocol> before commencing communications

•€ IP !elephony allows companies to exploit 8omputer !elephonyIntegration to its full extent. )or example, a user visiting thecompany web site can click on a link and speak to customerservice or sales representatives directly. !his allows traditionaltelephone salesO helpdesks to be linked to F-8ommerce which can



lead to more efficient processing, and not to mention increasedsales.

•€ !he convergence of communications technologies allowsgreater control over communications, most vendors providelogging and accounting facilities whereby all usage can bemonitored

#hreats *

•€ " commercial threat may be posed if the company isslow to incorporate new technologies compared to its maincompetitors. Gevenue generated through F-8ommerce isexpected to rise sharply over the next few years and IP!elephony and 8!I =8omputer !elephony Integration>techni9ues provide a new way of attracting business andcustomers

•€ If the converged solution fails, all communications arelost. !his can result in a loss of new business and O orextremely unsatisfied existing customers. Since all thetelephony needs of the company are integrated, the security

policy of the company should be reviewed to enhancecurrent security measures. !he system must be protectedfrom attack by malicious intruders wherever possible, lossof network services do to a successful attack could prove

catastrophic•€ 'ack of interoperability between vendor products could,

potentially, cause problems at a later date

•€ Quality of service can be compromised when networktraffic is high. !his could result in a decrease in

productivity, conflicting with the notion that an IP!elephony solution increases productivity.

Lo oWith reference to our ISP name S"#' we use the following logo.

Why to use Lo o *

, #+'I+F



We have used this logo because

5. !his logo creates the awareness about our ISP name S"#'.;ence it proves very helpful in creating awareness among theusers.

0. It covers the user easiness to handle all the information

E. !he semicircle shows the eclipse shape of the world to whomthe user is connected to the world through our ISP.

!he round spot in the eclipse shows the movement of information in the world.

#a "ine *

!agline is the last sentence or the short statement at the end of !D8.

We use the following taglineA

HFye to the worldH

Why to use

We have used this tagline because when the internet users came to know aboutour advertisements they clearly distinguish us as a high speed internet service

provider.

0ni1ue Se""in Proposition *

"s we want to become the leading ISP in Pakistan, it shows our competitiveedge to over competitors.

#ur SP is

H0se SAOL 'et to et 0"timate hi h spee& ,nternet Experience2

Why to 0se

We have used this uni9ue selling proposition because it shows our competitiveedge to our competitors.



"s our primary target market is corporate sector and secondary target market isthe consumer from upper and $iddle class so we positioned our services in themind of target market through providing ultimate internet speed.

/our P3SPro&uct Strate y *

"s our ISP is a service based company and it provides the service of internet,so our service strategies are as follows.

Services

S"#' +et provides services like Web hosting, domain registration, shared,

leased and committed bandwidth solutions services to the corporate sector.Some of the services are as followsA

•€ Satellite /roadband Solutions

•€ Internet /andwidth Solution

•€ 8orporate 'eased 'ine "ccess

•€ Internet ownlink Services

•€ +etwork esigning for Inter-/ranch 8onnectivity

•€ IS + Services

•€ P C edicated ialup Port services

•€ Dideo 8onferencing

•€ Wireless Solutions

•€ 8orporate $ail Solutions

•€ 8ustomized Web mail solution =P#PE /ased>

•€ Web-;osting Services

•€ "pplication ;osting

•€ )!P Services



•€ Geal !ime /ranch #ffice 8onnectivity

•€ omain Gegistration and $apping

•€ $anaged )irewall Services

•€ Incoming Dirus )ree Fmails for Whole omain ="nti-Dirus

$ail (uard-!rend $icro>•€ Incoming Dirus )ree Fmails for $ail /oxes created on Gelay="nti-Dirus $ail (uard>

Strate ies

We take into consideration the following necessary things while to render ourservice.

Performance

#ur main emphasis is on high performance service provider so we tend to persistent regarding the speed and performance of internet.

4e"iabi"ity

We make our service reliable by using new technology like DS"!.

%urabi"ity

We make our service durable by giving the users 9uality efforts to improvetheir satisfaction at reasonable cost.

Pricin Strate y *

Price is one of the revenue generating elements of the traditional marketingmix, and price premiums are one of the most important e9uity benefits ofcreating brand awareness and strong, favorable and uni9ue brand associations.!o set the price consumer perception and value of the product should be kept in

mind.

So we are currently using the price penetration strategy.

Price Penetration Strate y *

"s we are the new entrant in the market so there is a need to capture the marketfirst. )or this purpose we use the price penetration strategy in which we involvein setting the low price of our services to capture the market share and to gain



competitive advantage. In this connection we introduce the new card schemefor the home and corporate users as.

•€ ifferent S"#' student:s cards are distributed. !hese cardshaving the scheme like one who uses the net three hours continuesthe fourth hour will be free.

•€ We will also issue cards for the students who are very low priced. !hese cards carrying the name like S"#' /etter andS"#' /est.

•€ S"#' /etter has 3 hours in only 57 rupees while S"#' /estcard having 50 hours in only 07 rupees.

•€ We will also be serving the corporate sector with a low rate ofS'. Its price will be 5777 Gupees for one moth.

%istribution strate y *

!he manner by which a product is sold or distributed can have a profoundimpact on the resulting e9uity and ultimate sales success of a brand.

So the marketing channels are defined as Hsets of interdependent organizationsinvolved in the process of making a product or service available for use orconsumption.H

8hannel strategy involves the how many channels are used for the distributionof products and services.

!here are mainly two channels are used for this purposeA

irect istribution 8hannel

Indirect istribution 8hannel

We will use both these types of channels like we are serving to the corporatethrough direct channel by rendering them the service of S'

"nd for serving the home users and students we use ealers network.

We plan to have four main dealers in Pakistan in *arachi, 'ahore, Gawalpindiand Islamabad.

We believe that for Pakistan to be a global communications hub, it is importantthat our customers be able to get in touch with people from all over the world,01 hours a day. " reliable and robust network infrastructure is the key toensuring that our services are kept up and running round-the-clock. So we want



to become specialize in flexible and innovative services that are based uponopen systems to fulfill our customers: end to end communication needs withmaximum clarity and control.

Promotions Strate y *

We will use print media and outdoor advertising for its promotion. ;owever inspite of this we will also use many tools in its promotion likeA

=a> Publicity

=b> Word of $outh

=c> Fmphasis on Fvent $arketing

'ive 8oncert

=d> #utdoor $edia

=e> Flectronic $edia

=f> Gadio

We are initially going to launch our ISP through #utdoor and print mediaadvertisement.

A&vertisin an& Me&ia P"an Out"ines

ME%,A PLA' S0MMA45 *

!he $edia Plan is developed for an ISP <S"#' +et?

!his media Plan is consisted of three ma or segments in both ways one isshowing the all activities detail and other is showing the cash flow of theseactivities month wise i.e. as under



Activities &etai"e& by Month

•€ Pre-'aunch "ctivities =Gs 4,377,777approx>

•€ 'aunch "ctivities =Gs 50,377,777approx>

•€ Post 'aunch "ctivities =Gs 5, 7377, 777approx.>

Fvery segment of launch stage, there are two types of activities i.e. "/'="bove the 'ine "ctivities> and /!' =/elow the 'ine "ctivities> thatwill be on road time to time which will create the pull and push of

product in the market accordingly. !hese all activities are designed anddeveloped the keeping in mind both aspect i.e. /0/ and /08 =/usinessto /usiness and /usiness to 8onsumer> which will be enforcing directlyand indirectly to target market and will get desired results.

$oreover there are details of these activities in the end which also clearthe picture of this $edia Plan for further understanding.

SAOL 'et

Launchin Strate y $rief *

•€ S"#' +et is going to be an ISP which will provide fastinternet services to users at affordable rate and our strength will becustomer satisfaction

Ob ectives *



•€ !o introduce )ast Internet services in Pakistan

•€ !o give maximum satisfaction to the customer at minimumcost

•€ !o earn profit yet satisfying customer:s needs

•€ !o capture most of the 8ommercial zone by providing them)ast internet services at nominal rates.

O6E4ALL S#4A#EG5 *

•€ We will launch the <S"#' +et? by aggressive publicitythrough direct marketing, personal selling.

•€ #nce this has been achieved the Publicity of the service should

then be reinforced through advertisement.

P4E*LA0'.7 *

•€ 8hoice #f /rand name for the Internet service, that is we havechosen <S"#' +et?

•€ esign the 'ogo.

•€ Preparation of Print "ds.

•€ #utdoor site Selection = /illboards >

LA0'.7 *

•€ "ds in "W+, / SI+FSS GF8#G FG, R"+(, " G#G"

•€ #pening 8eremony in 3 star ;otel of 'ahore.

ME%,A

!he awareness campaign should be run on the )ollowing mediaA

•€ +ewspapers

•€ I! $agazines



•€ ;oardings

Post Launch

•€ irect marketing by sending the sales force to multinationaland national organizations

•€ Placing of hoardings at (ulberg, /erket market, avis roadand 8ampus area.

•€ Gun the ad on Gadio )m 575 and )$ 6J.

•€ " !D8 for cable television

ME%,A!he awareness campaign should be run on the )ollowing mediaA

•€ +ewspapers

•€ I! $agazines

•€ ;oardings

•€ Gadio

•€ 8able

Pub"ications

!he newspaper that we suggest for the advertisements areA

•€ awn

•€ Rang

•€ /usiness Gecorder

Ma a-ines

•€ "urora

•€ +et $ag



•€ Rang Sunday $agazine

•€ Spider stare at online saol

•€ awn $ag

Why to choose these pub"ications

We have used these publications because

•€ !hese publicati ogle ons has maximum readership

•€ !hese publications and magazines are e9ually importantfor both students and corporate sector especially the awnand Rang respectively.

•€We plan for heavy burst of insertion for initial twomonths and then mild burst for 4 months and then low burst

for the remaining 1 months by keeping in view of our budget.

A&vertisin *

•€ " series of print ads should be developed for targeted placement

•€ !he ad size should range from full page to 9uarter pagefor different magazines, newspapers and trade publications.

•€ Posters and brochures are developed for sending them todifferent outlets and corporate sectors.

Out &oor A&vertisin *

We plan to use the two cities of Pakistan for placing of hoardings. !heseare 'ahore and Islamabad.

At Lahore

ifferent hoardings are placed firstly at 'ahore at the following locations

•€ (ulberg $ain $arket

•€ P 8ampus bridge



•€ avis Goad

•€ $all Goad

•€ 8hauber i s9uare

Why to choose

We have used these areas for the following reasons

5. "s our core target market is the corporate sectorand the most business world resides and working in(ulberg, avis road and $all road.

#ur secondary target market is the student so hoardings at 8hauber i s9uare andP 8ampus /ridge will entertain the students.

,nsertion P"an for Print Me&iaWe have made three insertion plans with reference to our activities i.e.Pre launch activities, 'aunch "ctivities and Post 'aunch "ctivities.

.ash /"o! of Activities *

Pre launch "ctivities 1,224,564Gs

'aunch "ctivities 4,EE1,E77Gs

Post 'aunch "ctivities 6,354,J77Gs

#O#AL 89:;<=:>?;4s

" complete detail of the spending of these activities is given as

Out %oor Me&ia ,nsertion P"an *We have also divided the plan of outdoor media into three activities.



Pre 'aunch "ctivities 5,076,E07Gs

'aunch "ctivities 5,650,167Gs

Post 'aunch "ctivities 5,367,777Gs

#ota" @:; :? 4s

Pre Launch Activities

/or the Month of March < =

Position of 7oar&in s Si-e of 7oar&in s

%ays to P"ace thehoar&in s

.ost

4s+

/arkat $arket 57x07 53 507,777

8hauber i S9uare 57x07 53 5E3,077

$all Goad 57x07 53 502,260

(ulberg $ain $arket 57x07 51 073,EE6

avis Goad 57x07 53 573,777

8ampus /ridge 57x07 53 527,777



8avalry /ridge 57x07 53 5E3,777

efense 57x07 53 057,777

#ota"

8:< ?:>< 4s

Launch Activities/or the Month of Apri" < =

Position of 7oar&in s Si-e of 7oar&in s

%ays to P"ace the7oar&in s .ost

/erket $arket 57x07 07 037,777

8hauber i S9uare 57x07 07 523,077

$all Goad 57x07 07 0J3,777

(ulberg $ain $arket 57x07 07 067,777

avis Goad 57x07 07 070,067

8ampus /ridge 57x07 07 5J7,777

8avalry /ridge 57x07 07 077,777

efense 57x07 07 007,777



#ota"

8:?8<:@? 4s

Post Launch Activities

/or the 4emainin ten months from May: = to /ebruary < ?

E"ectronic Me&ia *We have planned to use two media for this purposeA

•€ Gadio

•€ 8able !elevision

4a&io

)or Gadio we plan to run the following massage at )m 575and )m 6J

Why to .hoose

We have plan to choose these stations because

5. )$ 575 has a maximum coverage as it is listened in JJcities of Pakistan and has 6 stations.

0. It is largely listened by the corporate sectors.

E. 8ity )$ 6J is listened by the ;igh class segment andhence we can target them through this.

Script

;igh speed connectivity is no longer a problem now.

Rust connect yourself through S"#' +et and take the pleasure tomove along the full and 9uick stream of information.

"s we promise to give you 0"timate hi h spee& ,nternet Experience+



.ab"e 'et!ork

We plan to choose the three cable operators at 'ahore

5. +/8

0. World call

E. Star

Why to choose

We have used cable network because

5. It has high viewer ship

0. It is inexpensive media

E. 8orporate people and students too take keen interest to view thecable programs

1. $oreover these cable operators are rendering their servicesmostly to our target market.

Script

!he same script as for the radio will run on the cables throughout the year inthe form of news run along the Sports Program and along the news session.

!he message would be

;igh speed connectivity is no longer a problem now.

Rust connect yourself through FN8F' +et and take the pleasure tomove along the full and 9uick stream of information.

"s we promise to give you 0"timate hi h spee& ,nternet Experience+

Lo on to !!!+SAOL+net+pk for further &etai"+

.ash /"o!.



Pre 'aunch "ctivities 4,J75,374 Gs

'aunch "ctivities 57,07J,267 Gs

Post 'aunch "ctivities 5E,1E2,J77 Gs

#ota" > : ?:8?; 4s

.ash /"o! for Me&ia P"an

Pre Launch Activities


Launch Activities

$onthBu"*

= Au * =Sep*

=Oct*

='ov*

=%ec*

=Ban*

?/eb*

?Mar*

?Apr*

?May*

?Bun*

? #ota"

Launch Activities

$#L Activities

$usic8oncertM8onference 8:<C : 8:<C :

7oar&in s /or OneMonth

3 ;oardings in 'hrof size 57x07 8:?8<:@? 8:?8<:@?

A#L Activities



8ampaigns in +ews papersM$agz ;:>>@:> ;:>>@:>

POS (Printin )

'eaflets, /rouchersor flyers C : C :

.ab"e #e"evision < : < :

4a&io /M 8 8: /M8 ;+<: /M ?9 88>: 88>:

Production 8ost

Sales )orce ob <C : <C :

esigning cost of press ad

esigning cost of$agazines

esigning 8ost of;oardings

esigning 8ost ofP#S $aterial

GadioO8able !DScript writing

!otal 8ost

8 :@C9:=?

8 :@C9:=?


Post Launch Activities



Graphica" Presentation of .ash /"o!

Pre Launch Activities *

Launch Activities *

Post Launch Activities *

Over a"" .ash /"o! (Month Wise)

$usiness Promotion P"an *In order to promote the business different promotional tools are adopted.)or this purpose we plan to adopt the following tools.



5. Fvent $anagement

0. Personal Selling

Event Mana ement

In event management we will do the following activities.

5. In pre launch activities we conduct a press conferencewhich covers the introduction of our ISP and we invite the

prominent ournalist from all the +ews papers and hencewe create a press release too in this context.

0. In launch activities an I! conference is presided by theFxcel +et and where we invite leading men from thecorporate sector along with education and I! minister.

E. In post launch activities we will arrange a musicalconcert at "lhamra "rt 8omplex. !his show will be openedfor the students and people from every sphere of life.

1. In post launch activities we will arrange an I! conferenceagain inviting the different ISPs in Pakistan along withindustrialist.

Persona" Se""in *

We plan to make extensive personal selling. )or this purpose we plan tohire a sales manager having the following 9ualities.

5. $otivation

0. ;uman relation skills

E. ;igher than average energy level

1. "mbition

3. ;uman interaction

4. Persuasiveness

2. /ehavior )lexibility

6. Intellectual ability

J. Personal impact



#he Persona" Se""in /unctions

Sales force perform the following function

5. !erritory development Planning the sales forceFffort

0. eveloping the Sales )orce

E. irecting the sales force

1. Fvaluating the sales force performance

3. Sales Fvaluation

4. Disit to different organization and persuade themto use the facilities provided by the Fxcel +et.

marketing plan report(1).doc

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