This document provides an introduction and overview of a new company called Wall-Touch that manufactures electronic wallpaper. The company's mission is to create beautiful living and working spaces using various techniques. Its vision is to be the leading wallpaper specialist in Pakistan. The document outlines the company's objectives, new product development process, marketing research process, target market segmentation, and marketing mix strategy including the product, price, promotion, and place. It also provides a SWOT analysis of the company.

2. Maha

3. WALL-TOUCH
Principles of Marketing
Submitted to:
Ms. Rakhshanda Mustafa
Submitted by:
ASRA KHAWAJA (14835)
MUHAMMAD SAEED (14533)
ABBAS (13210)
MAHA FARHAN (15995)

4. INTRODUCTION
Our company is a newly formed partnership that excels in
manufacturing the exquisite product type “wall-touch”.
MISSION STATEMENT:
Our mission is to create beautiful living and
working spaces using various techniques,
experience and skills.
VISION STATEMENT:
To be the leading wallpaper specialist company in
Pakistan.

5. OBJECTIVES
•To achieve sales target of Rs.302,912,499.8 in first year of its
operations.
•To increase our market share to 30% within one year of operation.
•To be Pakistan’s most innovative company.
•To become a global enterprise that attracts best talent across Pakistan.
•To provide the best customer relationship management.
•To manufacture and market the company's products in such a way as to
create value that can be sustained over the long term for employees,
consumers, and business partners.

6. THE NEW PRODUCT DEVELOPMENT POCESS
IDEA GENERATION
IDEA SCREENING
CONCEPT DEVELOPMENT AND TESTING
MARKETING STRATEGY DEVELOPMENT
BUSINESS ANALYSIS
PRODUCT DEVELOPMENT
TEST MARKETING
COMMERCIALIZATION

7. Asra

8. THE MARKETING RESEARCH PROCESS

10. MARKETING STRATEGY
Market segmentation
Market targeting
Differentiation
Positioning

11. MARKET SEGMENTATION
GEOGRAPHIC SEGMENTATION:
WORLD REGION/ COUNTRY Asia
COUNTRY REGION Karachi
CLIMATE Arid and humid

12. DEMOGRAPHIC SEGMENTATION:
AGE 15-35 years
GENDER Male and female
FAMILY SIZE 4-5 persons
INCOME 400,000 plus
OCCPATION All
EDUCATION Atleast Intermediate and with basic
computer literacy
GENERATION The new generation
Religion All
Nationality Pakistani

13. PSYCHOGRAPHIC SEGMENTATION:
SOCIAL CLASS Upper(upper, middle and lower)
LIFESTYLE Urban life
PERSONALITY Luxury seekers

14. BEHAVIORAL SEGMENTATION:
OCCASIONS Once or twice in a lifetime
BENEFITS Classy lifestyle
USER STATUS Potential and first time users
USAGE RATE Occasionally

15. MARKET TARGETING
•our actual target is the 2M people holding
income of more than Rs.400,000 or above.
PRODUCT POSITIONING
•Its positioning in the market is to fulfill the
consumer’s wants and desire of a unique
lifestyle that supports style, exclusive
ambiance and cream of the crop living.

16. Saeed

17. MARKETING MIX (4PS)
PRODUCT
• WALL-TOUCH is an electronic wallpaper that contains
multiple of themes.
• The product uses electronic ink that is printed on the
walls.
• By sending a signal from the remote, the pixels
automatically change into another theme without the
need for changing the entire wallpaper.
• The product is packed in a box and it contains a small
booklet which is the user’s manual andcharger from
which the product would be charged.

18. PRICE:
•WALL-TOUCH used skimming pricing strategy.
Total fixed cost 21,950,000
Including technology 20,000,000
Rent expense 750,000
Utility bills 300,000
Marketing expense 300,000
Salary expense 600,000
Variable cost
Removable ink 800/ft

19. BREAKEVEN
Assumption 1:
(175,000 ft)
FIXED COST 800
VARIABLE COST 125/925 ft * 50% (profit)
SELLING PRICE 1400

20. Assumption 2:
(200,000 ft)
FIXED COST 800
VARIABLE COST 109/909 ft * 50% (profit)
SELLING PRICE 1,365
•Assumption 3:
(150,000 ft)
Fixed cost 800
Variable cost 147/947* 50% (profit)
Selling price 1,420

21. •PROMOTION:
•the company forecasts that it will earn revenue of
RS.302,912,499.8 in the first year of its operation.
• It spend 14% of its annual revenue on promoting the
product to the market.
• Our outlet will serve both as a distribution place and as a
promotional activity.
•We will contact jubilee and platinum credit card users of
Standard Chartered Bank, Al Baraka, Habib Bank and UBL
Bank and send detailed brochures and catalogue of our
product to them via post.

22. •We will also place a whole page advertisement in Home Express as this
captures a selective audience which is our targeted market. This
amounts to a total of 1 lac rupees.
•All the promotion is based upon the pull strategy only.
PLACE:
•Initially our outlet is at Dolmen Mall Clifton. Upon
expansion we might open outlets at Park Towers and
Forum.

23. Abbas

24. Customer and Business marketing channels of
WALL-TOUCH.
Suppliers
Service
providers
Customers
Suppliers
Service
providers
Business
customers

25. SWOT ANALYSIS
SRENGTH WEAKNESSES
• Innovation and design
• Skilled engineers and labor
force
• Creative R&D department
• Selected distribution network
• No previous market share
• High cost of technology
OPPORTUNITIES THREATS
• Untapped market.
• No competitors
• High demand
• Contracts with branded
companies
• Law and order situation
• Rapid technological change
• Political instability
• Macro economic matters