1. By
HAMMAD BALOCH

2. SEGMENTATION
• MARKET VIEW: Consumer need best quality in low price.
And they can switch easily if they found any better
Alternative.
• PERCEPTION: High Price means High Quality and Low
Price means Low Quality.

3. CLUSTER 1
• Geographic: North Nazimabad.
• Demographic: Upper middle and age of 3 to 16.
• Parent’s income: 50,000 plus
• Lifecycle : Young parents with young kids.
• Psychographic: Innovative learning and want particular
attention to their child.

4. • Geographic: North Nazimabad.
• Demographic: middle class and age of 3 to 16.
• Parent’s income: 30,000 plus
• Lifecycle : Young parents with young kids.
• Psychographic: Good school but nearest and also with
economical fee.
CLUSTER 2

5. CLUSTER 3
• Geographic: North Nazimabad.
• Demographic: lower middle and age of 3 to 16.
• Parent’s income: 15,000plus.
• Lifecycle : Young parents with young kids.
• Psychographic: Nearest school with very low fee structure.
Because they can’t afford the education of more then 1 child.

7. CUSTOMER PROFILE AS TARGET
MARKET:
Segment 1
• Geographic: North Nazimabad.
• Demographic: Upper middle and age of 3 to 16.
• Lifecycle: Young parents with young kids.
• Psychographic: Innovative learning and want particular
attention to their child.

8. PERCEPTUAL MAP

9. POSITIONING
• Tag line :
“We are not Just a School, We are THE ACADEMY”
This Tagline will Position Our School in Consumer’s Mind like:
• They are not an ordinary school.
• They are offering something special.
• Their education standard is High.

10. POSITIONING STATEMENT OF
THE ACADEMY
• The Academy develops children with active and creative
minds, a sense of understanding and compassion for
others, and the courage to act on your beliefs. We stress
the total development of each child: Spiritual, moral,
intellectual, social, emotional and physical.

11. Point Of Difference
In Your School:
You Learn.
You Think.
You Carry Syllabus on
your Shoulders.
You are forced to
maintain Discipline.
You are forced to respect
Teachers.
You Learn for Exams.
You read History.
In Our Academy:
 We Apply.
 We Invent.
 We take Responsibility on
our Shoulders.
 We Learn the Importance of
Discipline in life.
 We Respect teachers as our
parents.
 We Learn to Make Future.
 We create History.

12. IMC TACTICS
• TVC
• Billboards
• News Paper
• Conferences/ Seminars
• Outdoor Marketing On School Vans

14. BUGDET ALLOCATION
• TVC: 1,50,000 approx per month. for 1 local cable
channel. News channels have different packages, around
3,00,000/per month.
• Billboard: 50,000 approx per month, depends on
Location.
• News paper: Jung news paper have color and black &
white option, around
• Conferences / seminars: Different locations have different
expenses and rates, so it costs around min of 1,00,000 for
seminar.
• Outdoor Marketing On School Vans: 10,000 per School
Van.

15. “An investment in knowledge pays the best interest.”
Benjamin Franklin