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Introduction

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  • 1. ASAP ( As Soon As Possible ) Presented to: Saad Shahid Group 6
  • 2. Contents Introduction ............................................................................................................................................3 Situational Analysis.................................................................................................................................4 Competitive Analysis...........................................................................................................................4 Key problems: .....................................................................................................................................5 Key Strategic Decisions ...........................................................................................................................6 Advertising and Promotional objectives:............................................................................................6 Target Market: ....................................................................................................................................6 Psychographic Segmentation:.............................................................................................................6 Geographic Segmentation: .................................................................................................................6 Competitive Advantage: .....................................................................................................................7 Brand Image and Brand Personality: ..................................................................................................7 Price: ...................................................................................................................................................7 Positioning: .........................................................................................................................................7 Use of Media...........................................................................................................................................7 Media Strategies.................................................................................................................................8 ADVERTISING ......................................................................................................................................8 Print ads ..........................................................................................................................................8 Radio ...................................................................................................................................................8 Television Commercial........................................................................................................................9 Billboard..............................................................................................................................................9 Brochures..........................................................................................................................................10 In-store Displays................................................................................................................................10 Web Page..........................................................................................................................................11 Social Media......................................................................................................................................11 PUBLIC RELATIONS................................................................................................................................11 Newspaper and Magazine Articles ...................................................................................................11 CORPORATE IMAGE ......................................................................................................................12 SPONSORSHIP ...................................................................................................................................12
  • 3. Introduction We are providing people of Lahore with a very unique service called “ASAP”. We would be helping people to get their groceries, mobile cards, cigarettes’ etc. right on their door step within no time. Whether it is day or night ASAP service would be available for the people in making their lives easier. With ASAP you don’t have to worry about the time as this service would be really fast. How to place order: 1) Call at our number 0322 2922266 2) Place your order 3) Tell us the address
  • 4. 4) Confirm your payment Within the specified time our sales agent would be at your door. Creative strategy is the fundamental factor to launch a new product in the market. Once we done with creative strategy we have focused on Media strategy because media nowadays, plays very significant role to promote product in the market and also to aware customers that what actually is product. What are its benefits? What will be its outcomes? Moreover, it is very necessary to make impressions about products in the mind of consumers and it can only be done by delivering effective message to consumers. Situational Analysis Competitive Analysis There are many businesses which are our competitors. These businesses also provide the services we are going to provide but still our service ASAP is different. The business which are already there include: 1) Alfatah 2) H.K.B 3) Hyperstar
  • 5. 4) Metro The Strengths of these existing retailers are that they are into this business since much time and people know about them very well. But still the strengths of ASAP outnumber. Time effective 24/7 Discounted prices Payment on delivery Quality of service Highly qualified employees Key problems: There can be questions in one’s mind that what is the meaning of this whole new thing when it already exists? The key problems are the launch of the service and its survival that how we can convince people to use our service and how we will build perception of our service in the consumers mind. We will create awareness in consumers’ minds by advertising and promoting our service and by giving free deliveries to consumers to have them an experience with the service and to get feedback. The existing services are not effective in terms of time span of delivery. Customers have to wait for more time than it really should take before getting what they ordered. Secondly, these services are not available for 24 hour thus if someone needs to order something from the stores he or she has to strictly keep in mind the hours of their service. And once the hours of service are over then people face difficulties as they can’t get there goods at the door step.
  • 6. Key Strategic Decisions Advertising and Promotional objectives: The advertising objectives would be to make the audience understand that “Flexibility at your hand, everywhere for everything of your choice”. The main focus of the advertising would be the Brand advertising, because it will not have to appeal to the suppliers, the institutes or any retailers but the main consumers. The reason for choosing only the brand advertising is to establish long term brand identity and image. ASAP will carry out a number of advertisements through TV, Radio, Billboards, Magazines and Social Media. Create awareness about the ASAP To persuade people to save time by using ASAP Target Market: Our target market covers everyone as anybody can use ASAP but our main focus would be teenagers and women. Psychographic Segmentation: We are targeting middle and upper social class. Geographic Segmentation: We are targeting the Urban Areas of Pakistan. First we will introduce it in the Metropolitan cities like Lahore, Karachi and Islamabad. And if it is successful there, then we will launch it in other cities.
  • 7. Competitive Advantage: Our Unique selling point is that we provide quick service as each order would be delivered within 15-20 minutes of the call received. We have a big competitive edge that is our 24/7 delivery service which helps people to get tension free and just call us for their needs and we would be there for them always. Brand Image and Brand Personality: Our brand personality is ‘Trustworthiness’ and ‘Sincerity’, because it takes care of the needs of the people very carefully and at any time. ASAP delivers what we are asked for with maximum quality thus making us sincere with our customers. Price: We would be charging an additional cost of Rupees 150 along with the total payment. We are charging high as our service is unique and we also guarantee you that what we promise we would deliver also. Positioning: We have positioned our brand here because we are providing something new in the market which is offering a simple solution for a much concerned problem. Consumers are in the need of this service so, by providing them high quality we can easily charge high price from them Use of Media The services we are offering must be in the knowledge of our potential and actual customers. Advertising is the best way to promote our values in our services. It is really difficult when we are taking steps toward advertising because certain barrier comes in the way. For this we have to follow certain rules and norms.
  • 8. Media Strategies There are five main aspects of promotional mix which we are using these are: ADVERTISING This is the presentation and promotion by a sponsor. These are always in paid form; we are using certain types or forms of advertising to promote our “ASAP” service. These include: Print ads We plan of making these in order to promote our services effectively. This would create an initial insight into our service. We are planning to include all the features of our service in our print ads so that people can know what our service is all about. We will give our print ads in Sunday magazine and women digests of Express and Jang newspapers. Radio We plan of advertising our services on radio to reach the local audience effectively. It is more within the reach of audiences and our target market. We can publicize to make people know our services instantly through radio. We are planning to make a jingle for our services as well in order to get more attention from our audiences. We will advertise our product on all commercial radio channels FM89 and FM 91.
  • 9. Television Commercial We plan of also promoting our services on television through TVCs. We can here show the effectiveness of our service. This is how it looks and even works can be portrayed. We will advertise our service during a primetime slot when women watch television serials the most. We are planning to go for GEO, Hum TV and Express & Urdu TV for telecasting our TVC. These ads would be reachable to a mass audience, so it will have large impact on the potential customers. Billboard We are also promoting our services by displaying it on billboards. In this manner the audiences we are targeting can have look at it as many times as they will cross that particular road or come to that particular place. It will also show where they can avail our Service.
  • 10. Brochures We plan of going to make brochures for promoting our service as many people can buy them as they are even cheaper than the newspapers and also can be easily transported to houses free by putting them inside a newspaper as a supplement. They are eye catchy and so people will be more probed to avail the services after looking the brochure. In-store Displays We also plan to display our services inside a store or a shop to bring it into the eyes of the customers immediately to generate instant buying of our services and as it is a new trend in Pakistan
  • 11. so these displays will help us in making our customers more aware of our services and thus they will buy more. We will display our services at all retailing and crockery stores. Web Page We will go for a commercialized website for our services. In it we will give the detail analysis of our services. People can access it and know more about our company. Social Media Today it is the era of globalization so we advertise our service by using different modern techniques and on different social networking sites. We have made Facebook page of our product so that most people come to know about our service and in this way we can communicate more effectively with our customers and provide them information regarding new offers. http://www.facebook.com/pages/ASAP/178711 PUBLIC RELATIONS This is when you place news about a service or a presentation of a service in media to stimulate the service. This is paid. This can be done in many ways. We are using certain types of them for our “ASAP”. These are: Newspaper and Magazine Articles We are planning to give articles regarding our service in newspapers and different magazines. This will help to bring our service in public eyes more effectively thus generating more sales.
  • 12. These sources would be availed by making demonstration in front of people that are active in environment policy making. CORPORATE IMAGE The corporate image of the company should be in accordance to the needs of the potential consumers. This goal will be attained by giving ads on the TV channels that will be able to reach maximum audience. SPONSORSHIP The sponsorship of different companies like HKB , ALFATAH, JALAL SONS, HYPER STAR , METRO , Different PHARMACIES and Different leading Book Shops. This would not only help to improve the brand’s image but also provide the company with innovative ideas that will comply with company’s mission.

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