MAP project

2015
Submitted To:
Respected Mentor Umer Saleh
Submitted By:
Adil Qamar 2011-MBA (2.5)-010
Sajjad Ahmad 2012-MBA (3.5)-026
Kamran Aqeel 2012-MBA (3.5)-027
Marketing Strategy
Marketing Association of Pakistan

1

2
Acknowledgment
The project of “Marketing strategy” is completed with the great effort and
true spirit of the following persons,
Kamran Aqeel
Sajjad Ahmad
Adil Qamar
All the members work hard for collection of information, thought process
and for completing the report, they work as team and true team spirit was
among them. The main purpose of the project was to learn about making
strategies, and about execution of ideas.
All the credits go to ALLAH THE Almighty AND THE MOST
BENEFICIAL for giving us such power and wisdom to complete the
report on time. May Allah’s blessings remain on us forever (Ameen).We
would like to thank Sir Nisar Mohyuddin for helping us in our project. At
the last we would like to thank the most important personality “Sir Umer
Saleh” for taking us in confidence and giving us an opportunity to make
the report and to learn about different concepts of marketing strategy.

3
Table of Contents
Document Control........................................................................................................................... 6
Executive summary......................................................................................................................... 6
Marketing Association of Pakistan Introduction ............................................................................ 7
Karachi office.............................................................................................................................. 7
Lahore Chapter............................................................................................................................ 7
Industry Challenges ........................................................................................................................ 7
Organizational Structure ................................................................................................................. 8
Strategy Framework........................................................................................................................ 8
Forest view...................................................................................................................................... 9
Where are they now ...................................................................................................................... 10
SWOT analysis of Marketing Association of Pakistan............................................................. 10
Opportunity matrix................................................................................................................ 11
Threat Matrix ........................................................................................................................ 11
Process people & technology.................................................................................................... 12
Capabilities analysis.................................................................................................................. 13
Pestle analysis of Marketing Association of Pakistan .............................................................. 14
Political ................................................................................................................................. 14
Economic .............................................................................................................................. 14
Social..................................................................................................................................... 15
Technological........................................................................................................................ 15
Legal ..................................................................................................................................... 15
Environmental analysis......................................................................................................... 15
Porter five forces analysis......................................................................................................... 16
Rivalry................................................................................................................................... 16
Threat of new entrant............................................................................................................ 16
Threat of Substitutes ............................................................................................................. 16
Bargaining power of buyers.................................................................................................. 17
Bargaining power of Suppliers ............................................................................................. 17

4
Trend Analysis.......................................................................................................................... 17
Learning Trends.................................................................................................................... 17
Webinars Trends ................................................................................................................... 18
Marketing Field Trends......................................................................................................... 19
Where they want to go .................................................................................................................. 20
Mission statement of Marketing Association of Pakistan......................................................... 20
Objectives of Marketing Association of Pakistan..................................................................... 20
Proposed Vision Statement....................................................................................................... 20
SMART Objectives................................................................................................................... 21
Path to 2020 .............................................................................................................................. 22
How to go there............................................................................................................................. 22
Strategic map ............................................................................................................................ 23
Marketing Strategy.................................................................................................................... 24
Customers ............................................................................................................................. 25
Company (Association) ........................................................................................................ 25
Competitors........................................................................................................................... 25
Collaborators......................................................................................................................... 25
Context.................................................................................................................................. 26
Market Segmentation............................................................................................................ 26
Target Market........................................................................................................................ 26
Positioning ............................................................................................................................ 27
Product/Services Strategy..................................................................................................... 27
Gap (Services)....................................................................................................................... 30
Promotions Strategy.............................................................................................................. 32
Word of Mouth ..................................................................................................................... 32
Event and experiences........................................................................................................... 32
Website Design ..................................................................................................................... 32
Search Engine Optimization ................................................................................................. 32
Alexa Ranking of the website of MAP................................................................................. 33

5
Point of purchase (MAP Offices) ......................................................................................... 34
Videos ................................................................................................................................... 34
Pictures.................................................................................................................................. 35
Social Media ......................................................................................................................... 35
Publishing workflow............................................................................................................. 35
Place (Channel) Strategy....................................................................................................... 36
Public Relations Strategy (Members & Companies)............................................................ 38
Pricing Strategy..................................................................................................................... 39
Customer Acquisition ........................................................................................................... 39
Customer Retain.................................................................................................................... 39
Return on Investment............................................................................................................ 40
Brand Planning.......................................................................................................................... 40
Brand Positioning.................................................................................................................. 40
Brand Dynamic pyramid....................................................................................................... 40
Brand value Chain................................................................................................................. 41
Brand Power.......................................................................................................................... 42
How they ensure to stay there....................................................................................................... 42
Different Strategies for different stages.................................................................................... 42
Feedback and Control ............................................................................................................... 43
Future Recommendations ......................................................................................................... 43
References................................................................................................................................. 44

6
Document Control
This document consist of improved strategy of Marketing association of Pakistan so this document
can be assessed by specific people those are Respected Sir Umer Saleh, Respected Sir Nisar
Mohyuddin, and Marketing Strategy class of IB&M UET Lahore (Class of Sir Umer Saleh).
Executive summary
The whole project is for the strategy of Marketing Association of Pakistan in which we focus on a
big picture of four questions which are where they are now in which we analyze internal and
external analysis related to Marketing Association of Pakistan. Second question is where they want
to go in which we analyze which are their objectives and which should be and we plan a timeline
for five years moreover we proposed a vision for Marketing Association of Pakistan. Third
question is how to go there in which we made a strategic map then a marketing strategy and then
brand plan. In marketing strategy we analyze and suggest some improvement in 5 Cs, customer,
competitors, company, collaborators and context. 5 Ps in which we analyze and suggest some
recommendations in product (services). Promotion, place, public relation and price. Then we show
that by applying all that they can acquire more customer (Members) and by maintaining that they
can retain them. In branding we made a position statement, a dynamic pyramid model and brand
value chain. Fourth and last question is how they ensure to stay there in which we suggest that
every stage have different strategy so they should follow this rule and made different strategies for
different stages. Furthermore there should be feedback and control system to ensure to stay there.

7
Marketing Association of Pakistan Introduction
Marketing Association of Pakistan (MAP) is a professional
association for individuals and organizations involved in the
practice, teaching and study of marketing nationwide it is a
nonprofit making organization. MAP has
 Office at Karachi
 Chapter at Lahore
Karachi office
Founded in 1967, this association has made significant contribution towards promoting the
understanding of the discipline, encouraged new entrants in the field and constantly supported
those who either sought or found their career in marketing.
Lahore Chapter
Lahore chapter was established in 1987. Since then it has served
as a focal point of activities for the marketing executives in
Lahore and around. By virtue of holding very successful
marketing congresses in 1996 and 2003, Lahore chapter came of
age and clearly demonstrated its ability to take on more serious
projects in future. MARCON 2006 and 2011 under the able
leadership of Chairman Mr. Nasir J. Chowdhry created new
benchmarks in terms of participation of delegates, speakers'
profile and other arrangements. These became the biggest
marketing congresses in Pakistan by any standard. Throughout the year, the Association keeps its
members engaged through series of tea meetings, seminars, training workshops and the well sought
after annual dinner.
Industry Challenges
In overall industry of professional gathering management there is a challenge that they have to
provide best experience to their customers. Their customer don’t need any kind of physical product
what they need is experience. So when they manage to provide a better experience they have to
provide something extra ordinary because in the gathering of professional everybody possesses
some knowledge some expertise and some previous experiences that is why they need continuous
improvement.

8
Organizational Structure
Figure 1: Organizational Structure of MAP
Strategy Framework
There are four key question which we will answered in this project related to marketing association
of Pakistan.
President
Vice President
(Lahore)
Vice President
(Karachi)
Joint Secretary
(Karachi)
Joint Secretary
(Lahore)
Joint Treasure
(Karachi)
Joint Treasure
(Lahore)
Council Members
(Karachi)
Council Members
(Lahore)
Executive
Committee
IT
Committee
Membership
Committee
Corporate
Committee
Corporate
Committee
Executive
Committee
IT
Committee
Membership
Committee
Corporate
Committee
Corporate
Committee
Lahore
Karachi

9
Forest View
Figure 2: Forest View of Project
Where they want to go?
Vision, Mission
Statements
Objectives
How they ensure to stay there?
Feedback
and Control
Different Strategies
for different stages
1
2
3
4

10
Where are they now?
In this portion we analyze the Marketing Association of Pakistan, in which we show that where
they are standing. For this purpose we made an internal and external analysis of Marketing
Association of Pakistan and use different tools for external and internal analysis.
SWOT analysis of Marketing Association of Pakistan
Strengths, weakness, opportunities and threats of Marketing Association of Pakistan are following
there:

11
Opportunity Matrix
Different opportunities should be
treated with different strategies
because all the opportunities are not
possess equal importance. So
opportunities which have high impact
should focus more as compare to the
opportunities which impact is low.
Threat Matrix
Similarly all the threats should be
treated with different strategies
because all the threat not possess
equal seriousness and impact. So if
the impact of threat is high then the
focus should be on this as compare to
focusing on threats with low impact.
Figure 3: Opportunity Matrix
Figure 4: Threat Matrix

12
Process People & Technology
In people process and technology it is analyzed that in which category people, process and
technology of marketing association of Pakistan fall.
 People are driven by personal interest because most of the people work for Marketing
Association of Pakistan think about own development rather than core objective.
 In process there is some identified target on the basis of objectives and there are some
measurements.
 Technology is not good because we can see that on website there is old updates and in other
practices there is no full utilization of technology.
People, process and
technology is
transformable means
when there is need for
new innovation and
development they able
to transformed
according to the
requirement
Emergent Managed Optimized
Transformable
People
Process
Technology
Driven by
personal interests
All Necessary
people
knowledgeable and
engaged
All necessary
people are fully
engaged and
managed
Inadequate
measurement,
ineffective control
and direction
Strategic directions
some identified
targets, some
measurement
Strategic
directions, clear
target, planned
measurement
Legacy system,
poorly designed,
default to operate
Some integrated
system managed
to some extend
Fully integrated
system, designed to
specification &
fully fit for purpose
Marketing Association
of Pakistan is here in
technology
process
people
Figure 5: Process, people & Technology

13
Capabilities Analysis
In capabilities analysis we include all the capabilities that Marketing Association of Pakistan
possess and should possess.
Capabilities Management Networking Marketing Cost
Efficiency
Role Clarity Flexibility
People When
Management
will be
effective then
people also
become
satisfied with
association.
By Effective
networking
association
can increase
the links with
people
By marketing
association
can increase
its awareness
in different
people
By cost
efficiency
association
can provide
more
benefits to
members
By role
clarity they
can treat with
different
people with
clarity
People need
some change
after a
specific time
so flexibility
is necessary
System Management
also make the
system
effective by
proper analysis
and
forecasting.
By
networking
association
can develops
links to
different
suppliers to
make the
system
effective
- By cost
efficiency
they can
improve
the system
by utilize
resources
in better
way
By role
clarity they
can make
their system
effective
because
everybody
know his/her
duties
Adopting
flexibility
system can
be handle
with different
means
Sustainability Effective
Management
also help in
sustainability
when
stakeholders
face no
problem
- By marketing
they can
show an
optimize to
develop
sustainability
- By role
clarity
everybody
will know
how to
improve a
specific
activity
which
improve
sustainability
By flexibility
sustainability
can also be
improved
Table 1: Capability Analysis of MAP

14
Pestle Analysis of Marketing Association of Pakistan
PESTLE analysis of Marketing Association of Pakistan is following there
Political
 Impact of learning is not visible
 Weak accountability so there is increasing trends of creating monopoly rather than
selection of management on merit.
 No proper management for fair aid system
Economic
 In Pakistan economic condition some people are too much rich and some people are too
much poor but it does not mean that poor people do not want to learn something each and
every kind of person want to get educate so this is important in MAP analysis because
MAP providing learning opportunity for different people those want to learn marketing
knowledge so it is difficult for marketing association of Pakistan to set a standard fee and
arrangements so that they can focus each group because many people including students
and even marketing job holders those need to learn but could not become MAP member
because of high fees but at the same time well know marketing executives afford fee but
they don’t compromise with the quality of services and environment.
 There is increase in unemployment so there is lack of interest in learning about a specific
field so it effect the purpose of Marketing Association of Pakistan
Figure 6: Economic status in Pakistan
Series 1
0
20
40
60
80
Rich Upper Middle class Lower Middle class Disperetaly poor
16
25
66 65
MillionsofPeople
Economic Status in Pakistan

15
Social
 There is an increasing security issue so there is need to provide full safety in different
activities.
 Increasing trend of social media
Technological
 There is continues improvement in technology but Marketing Association of Pakistan is
not adopt it yet in right way.
Legal
 There is a lot of formalities and issues that have to be resolve when a company or
association start operating globally.
Environmental Analysis
 There are number of business institutes; like universities, businesses small and medium
which have a huge gap of exposure of real marketing experience and knowledge in
Pakistan.
 Only a single forum is available which is doing this and on very small scale.
 We find a need for marketing exposure that would be given on a single platform all over
the Pakistan.
 We found that gap through trend analysis (shown under the head of trend analysis).
 So we have a large opportunity to start new chapters of MAP, firstly in major cities of
Pakistan and then further on.

16
Porter Five Forces Analysis
Figure 7: Porter Five Analysis of MAP
Rivalry
There is no such an association which provide platform to marketers and possess corporate level
members that is why rivalry is low.
Threat of New Entrant
Marketing Association is registered as an NGO (non-governmental organization) and it is
registered as the name of Marketing Association of Pakistan means Pakistan’s association so it is
difficult for new entrant to enter in the market where MAP is working from many decades
monopolistic.
Threat of Substitutes
Threat of substitutes is moderate because now some organizations universities are conducting
some seminars and gatherings so their goals are not to conducting these gatherings but they did
that often so these kind of gatherings become the substitutes of services provided by marketing
association of Pakistan.

17
Bargaining Power of Buyers
Bargaining power of buyers is high because their buyers are members and sponsors so the
membership fee and sponsorship fee are fixed there is no room for bargaining that is why
bargaining power of buyers is low.
Bargaining Power of Suppliers
Bargaining power of suppliers is also low because their suppliers are hotels, picnic resorts and all
the service providers that they need in their activities, all that suppliers have their own rates so the
bargaining power of suppliers is also low.
Trend Analysis
In trend analysis we analyze local and global trends related to the elements and activities of
Marketing Association of Pakistan.
Figure 8: Emerging Trends
Learning Trends
In different associations in the world there is increasing trend of E-learning. Most of the
organizations include E-learning in their activities.
Emerging Trends
Learning Trends Webinars Trends
Marketing Study
Treds

18
Figure 9 : E-learning adoption in associations globally (tagoras.com)
Webinars Trends
Webinars (seminar conducted over the Internet) are also adopting by different associations
in the world which increase their productivity
Figure 10: Webinars trend globally (Tagoras.com- Associations + technology)
0%
20%
40%
60%
80%
Currently Deliver E-
Learning
Plan to Delever E-
learning in 6 month
Plan to Delever E-
learning in 12 month
Not Plan to Delever
E-learning
74%
8% 8% 6.60%
Associations & E-Learning
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
Recorded
Webinars
Real Time
Webinars
Self-paced
course
Facilitated
online course
Blended
Learning
84.20% 82.30%
65.50%
36% 31.40%
7.90% 8.80%
14.90% 18%
26.20%
Currentle Offering Plan to offer

19
Marketing Study Trends
In present time there are emerging trends in marketing field (Marketing study). There are following
emerging trends in marketing study.
Data Exploration
Now the associations those provide marketing knowledge have to make people understand how to
explore information from the data because there is a lot of use of technology so for a marketer data
availability is easy but how to explore information from data this is what the associations need to
make marketers able to do this.
Example
Like through social media or any other resources marketer now able to get data about customers
and use that information for marketing activities.
E-Marketing
In marketing study there are emerging trends of digital and E-marketing so associations have to
make people understand about the E-marketing tools and techniques e.g. SEO, Alexa ranking,
social media etc.

20
Where they want to go?
In this portion we explain that where they want to go means what are their aims. It is also define
what is its mission and objectives.
Mission statement of Marketing Association of Pakistan
 To enhance the appreciation of marketing discipline, provision of a forum to Pakistani
marketers for interaction with fellow professionals and development of a voluntary code
of ethics.
 To disseminate knowledge and keep in touch with its members, it publishes a quarterly
journal titled ‘Marketing Review.’
 The Association also arranges frequent Tea Meetings, Seminars and Training Workshops.
 MAP brings together persons interested and connected with marketing activities by
arranging professional meetings each month.
Objectives of Marketing Association of Pakistan
 Improve the technical and general knowledge of a person who is engaged in marketing
profession.
 To promote the study of all branches of knowledge relevant to the profession of marketing.
 To promote the growth of marketing manager in Pakistan.
 Provide the management a scientific approach towards marketing.
 To provide facilities for the study of and inquiry and research into marketing problems.
 To bring together persons interested in marketing by such means as conferences’ and
meetings.
GAP
There is well defined Mission statement and objectives of Marketing Association of Pakistan but
there is always some room for improvement. So we suggest some changes in Objectives of
Marketing Association of Pakistan and proposed a vision.
Proposed Vision Statement
There was missing of vision of Marketing Association of Pakistan so we made one:
“We offer exposure of marketing to individuals and corporates around the globe”

21
SMART Objectives
Improve technical &
general knowledge of
marketing people
Managing
update
information
Promote the study
of Marketing
Conduct
seminars on
marketing
Technical
knowledge
Create
marketing
news system
Mange an
information
sharing system
on website
Record the
Seminars
Create online
library
Acquire
Customers
Marketing
Institute
Promote
marketing
study
Bring together
marketing persons
3Conducting
Seminars
Family
Picnics
Industrial
Visits
MARCON
Keep in touch all
members
Though sharing
process on
website
All the
means in
Objective 3
Facilities for the
study of and inquiry
and research into
marketing problems
Information
sharing system
on website
Managing a
marketing
research system
Managing
updates
Managing training
system
Growth of
professional
marketing managers
CPM Training
Other Marketing
trainings
Informal
Learning
Continuous
improvement
FAQ’s
management
Videos,
Webcast
CPM
certification
1 2
4
5
6
Figure 11: SMART Objective of MAP

22
Path to 2020
Figure 12: TimeLine for MAP objectives
How to go there?
Now in this portion we describe that how they can achieve their vision, mission, objectives
effectively and how can they make their association better.
This portion includes tools and techniques by applying these tools and techniques effectively we
can achieve the aim which we suggest for Marketing Association of Pakistan.

23
Strategic map
Figure 13: Strategic map
Global
Perspective
National
Perspective
Profit
Perspective
Financial
Perspective
Customer
Perspective
Process
Perspective
People
Perspective
Learning &
Growth
Perspective
Karachi Lahore
All Major Cities of
Pakistan
Increase
ROI
Optimize
Revenue
Increase number of
members & sponsors
Fully Utilization
of resources
Proper
Audit
Improve quality
of service
(Marketing
Knowledge,
Environment)
Focus on
customer needs
(Members
&Sponsors)
Customer Care
(Customer & Sponsors)
Create Quality
culture
Focus on culture of
continuous improvement
Market
Intelligence
Improve
Communication
Motivation &
Reward
People
Development
Learning &
Growth in
technology
Capabilities
Improvement
Customer
Synergy
MAP
AMA
American Marketing
Association (100
Country & 30000
members)
Marketing
association of
Pakistan (1 Country
& 2500 members)

24
Marketing Strategy
Customers
(Always better
experience)
Company
(Association have
to make their
members
satisfies)
.
Competitors
(No competition
in local market
but in global
market it exist)
.
Collaborators
Government,
multinational
companies &
universities
Context
Technology,
culture
Market
Segmentation
Demographic,
geographic,
Lifestyle
Target Market
Selection
People interested
in marketing field
Positioning
Finest platform
for marketing
knowledge
Promote
Promotions
strategy to
increase the
awareness
Place
Channels,
coverage,
locations
Product
(Services)
Services
that they
can provide
Price
Revenues that MAP received through different means
Customer
Retention
Make them loyal
Customer
acquisition
Acquire new
customers)
(Members,
Sponsors)
ROI
ROI
(More benefit for people in a specific investment)
Creating Value
Capturing Value
Sustaining Value
Public
Relation
Strategy to
increase the
public
relations
Figure 14: Marketing Strategy forest view

25
Customers
For success of an association it should be define that what are the needs of our customers and what
are the changing requirements of our customers. If they stuck with providing only one thing to
their customers then it will be hard for them to fulfill changing requirements of the customers.
Marketing association of Pakistan provide an informative gathering to their customer (Members).
They provide a better way for advertisement to the companies those sponsor their seminars. But
there are some changing needs of the customers.
Gap:
In previous years marketing professionals just want to know general knowledge related to the
marketing, different kind of disciplines for marketing. But now the trends are changing readily,
now customers’ needs are that how to make an easy marketing, and they want to know about
Digital marketing and E-marketing more. So it’s our suggestion that they should more focus on
enhance the knowledge related to E-marketing and Digital marketing
Company (Association)
The special competencies that association possess is there networking and management of their
association. The company have experts and experienced persons those are working in there
organization from many years.so they have a lot of experience related to managing things.
Gap:
They have many experts but they have traditional culture. They managing things in the way they
were doing before 15 or 20 years. So they should work on some innovation and creative ideas to
change the traditional culture and cop up with changing environment and managing styles.
Competitors
They are no competitors because they are registered in Pakistan as Marketing Association of
Pakistan and there are no other forum for marketing.
Gap:
No competitors means no competition and no competition means no development so our
suggestion is that they should expand globally they should acquire the foreign people to become
their members like America Marketing Association has different members from 100 countries. For
this they have to make their global networks, after that they start acquiring members and then at
that stage different marketing associations related to different countries will be there competitors
Collaborators
There are some multinational companies, some valuable networks those are collaborators of

26
Gap
Marketing Association of Pakistan should associate with government in their activities and also
with different multinational companies operating in Pakistan and foreign countries.
Context
Culture and technology of Marketing Association of Pakistan is not up to the mark they have to
make their culture and technology according to the changing requirements of the people.
Gap
Marketing Association of Pakistan have to make their culture flexible because now traditional
culture of learning and growth is declining day by day.
In technology they have to follow emerging technological trends because specially in learning
sector technology is upgrading day by day so they have to include e-learning, virtual learning
facilities.
Market Segmentation
In market segmentation Marketing Association of Pakistan segment the market in different ways.
Demographic Segmentation
 Marketing Association of Pakistan starts with BBA, MBA students and end with well
experienced marketing experts
 There is no gender discrimination, any gender can become the member of Marketing
Association of Pakistan
Geographical Segmentation
 This time Marketing Association of Pakistan is operating in just Pakistan but after some
time it can be operate globally
 Marketing Association of Pakistan is focusing on providing marketing disciplines that is
why they are operating in urban areas
Life style
 Value oriented people
 Performance oriented people rather than price oriented people
Target Market
Marketing Association of Pakistan is targeting the people interested in marketing.

27
Positioning
After targeting the market there is need for positioning so Marketing Association of Pakistan put
a position that Marketing Association of Pakistan is a finest platform for marketing knowledge
and expertise.
Product/Services Strategy
Certified Marketing Association are not providing any physical product. The main things that they
are providing is good experience and brand name. In experience they provide different services
and environment.
In product and services they cannot rely on a specific services for a lot time because as time passed
people required more and more things and facilities. But all the changes should be the increment
in the basic services they should not forget about the core objective.
Figure 15: Service Level
So marketing Association of Pakistan provide expected service but the need is to increase the level
of services to cope up with the changing requirement of people and changing trends.
Potential services
Augmented services
Expected Services
Basic Services
Core Benefit

28
Brand Name (Brand Equity)
Brand name is very important. Marketing association of Pakistan is by birth a brand so there are
lot of people those like to associate with these kind of organizations. MAP brand name offer
following things.
 Name of Marketing Association of Pakistan
 Membership of Marketing Association of Pakistan
Brand
Product
Membership
of Marketing
Association
of Pakistan
Networking
Name of
Marketing
Association
of Pakistan
Link with
Marketing
Association
of Pakistan
PCM (professional
certified marketer
Figure 16: Product Strategy

29
 Proper and legal link with marketing association of Pakistan.
Good Experience
They are providing good experience in which they provide marketing related services and a good
environment for professional’s gathering.
Environment
Environment include the well-known and quality place in which they conduct their activities.
Services
The services that marketing association of Pakistan provide to its members are following there
Seminars
Marketing Association of Pakistan provide different seminars related to marketing to its members
in which they provide knowledge and good experience and provide opportunity to all marketers to
interact with each other’s in a platform. MAP Tea seminars are a regular feature of Marketing
Association of Pakistan in Lahore and Karachi form its inception. Sales and Marketing gurus from
the local as well as multinational companies are invited to speak on diverse topics. These tea
seminars are extremely interactive and we have been fortunate to have very prominent speakers
from the industry who made these seminars extremely stimulating and inspiring.
Family Picnic
Marketing Association of Pakistan arrange a family picnic once in a year where different
professionals interact with each other casually.
MARCON
MARCON is international congress conducted by Marketing Association of Pakistan after two
years.
Industrial Visits
Marketing Association of Pakistan arrange an industrial visit once in a year.
Networking
They provide an opportunity for the networking of different marketing professionals.
CPM Training and certification
The Certified Professional Marketer (Asia) is the formal endorsement of professional status for
professionals who have attained a competent level of academic and practical understanding of
marketing in Asia. This professional marketing qualification is conferred by the Asia Marketing
Federation and is recognized by all the national marketing bodies across Asia. Holders of CPM

30
(Asia) qualification are entitled to use the designation ‘CPM (Asia)’ on their business cards and
letterheads.
For this certification they are liked with the Asia marketing federation.
Gap (Services)
Marketing Association is stuck with these products from many decades’ means Marketing
Association of Pakistan entering into the category of Marketing Myopia. So they need to address
the actual changing requirements of their customers and their core objective.
On these basis we are suggesting some activities that they should include.
Improvement in Seminars
There are following suggestions by using these suggestions seminars of Marketing Association of
Pakistan can be improved.
 Proper Agenda
There should be a proper agenda for all the activities in seminars and the copy of that agenda either
display in hall or deliver to the audience with note pad on a page.
 Proper answer question session
A seminar can become interesting and more beneficial when there is a proper time for questions
answer questions and ever body free to ask any question because this is the way in which all people
attending seminars increase their knowledge more.
 Feedback process
There are marketing experts and professionals who attend the seminars so there should be a system
in which experts should able to give written suggestions to the MAP to improve the seminars. In
this way they can also measure the efficiency of existing process.
 Value and non-value adding activities
There are some activities which are formalities and non-value added activities and some are value
added activities so by analyzing member’s perception they should more focus on value added
activities as compare to the non-value adding activities.
 Recording system
There should be proper recoding system which we discussed above.

31
Professional certified Marketer
Marketing Association of Pakistan is not linked with this certification yet. This is the American
based certification. Earning the PCM certification sets you apart from the competition and prepares
you for new opportunities.
This time this certification is provided by AMA (American marketing Association)
Online Library
They conducting valuable seminars but they never record them properly. If they start record all
that seminars properly and then make an online library then they can acquire more customers.
There should be a proper system to provide online video here is an example of providing video
with relevent slids to the online library.
Marketing Institute
After acquiring customers they should develop a marketing institute that will provide marketing
knowledge to people. In this way they can expand the association of Pakistan and then start
operating globally.

32
Marketing updated news of companies
There should be a news portal on the website of Marketing Association of Pakistan in which they
should provide important marketing activity news related to different companies.
Promotions Strategy
Word of Mouth
The way of promotion they are currently used is word of mouth in which members of council
make their networks and do the direct marketing on the behalf of Marketing Association of
Pakistan.
Gap
They are just using word of mouth so there are some suggestions and way of doing marketing
that they can use in Marketing Association of Pakistan.
Event and Experiences
Professional Seminars
There should be value creating seminars from Marketing Association of Pakistan other than
seminars from members to create value. When they create this value then the people for
membership also increases.
Professional Gatherings
Other than gathering of members Map should arrange gathering of professionals in this way
different professional get to know about MAP and asked their marketing teams to join the MAP
and they may also sponsor the events.
Website Design
Website design is very important for good impression in the minds of people. Marketing
Association should design their websites in the way so that the people can get and what kind of
services they can provide. Like if they don’t managed there website effectively and don’t update
it so it will be a bad impression in the mind of people of Pakistan as well as in the mind of
foreigners those visit the site.
Search Engine Optimization
They should use the search engine optimization for increase the visibility of website because
when the visibility of website increase then more and more people get to know about the

33
Key Words
The key words that they used can increase the visibility but not for marketing people. They are
using following keyword
 Pakistan map
 Map
 map Lahore
 Lahore map
 Lahore Pakistan
These kind of key words can increase the visibility but it not for marketing people so when its
content not match the keyword then search engines relatively not increase the visibility.
Gap
The key words should be used according to the marketing perspective. Like,
 Marketing news
 Marketing Association
 Pakistani marketing association
 Marketing knowledge
By using these kind of keywords marketers view the site those are target market of Marketing
Association of Pakistan.
Alexa Ranking of the website of MAP
Alexa ranking of map.org.pk is 10,900,119
Comparison with other Marketing Association websites

34
Figure 17: Alexa Ranking of Marketing Associations
The greater the Alexa ranking the lowest it visited by the people, So American marketing
association is at the top and Marketing Association of Pakistan is very low visited by the people
so the need is to increase the visibility of website.
Point of purchase (MAP Offices)
Point of purchase are offices of marketing association of Pakistan so the placement of offices and
its design are also very important for good impression in the minds of people.
Videos
Promoting videos related to the management and environment of Marketing association of
Pakistan is also very important in his way people get to know that how professional and good
environment and services they provide.
Statistics related to the video marketing
 52% of marketing professionals worldwide name video as the type of content with best
ROI.
 93% of marketers use video for online marketing, sales or communication.
 Using the word “Video” in an email subject line boosts open rates 19%, click-through
rates by 65% and reduces unsubscribes by 26%. (marketingtechblog.com)
10,900,119
33,371
1,022,772
292,672
0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000
Map.org,pk (Pakistan)
ama.org (America)
marketing.org.au (Australia)
the-cma.org (Canada)
Alexa Ranking of Markeitng Associations
Series 1

35
Pictures
Designing of pictures is also matter because if pictures are presented in an effective way then it
put a good impression in the minds of people.
Social Media
Facebook
Facebook is the largest of the social networks it can be used as sharing content.
Twitter
Twitter is all about sharing the digital breadcrumbs. These should be thought provoking,
insightful or newsworthy tidbits that include links to longer-form content, like blog posts.
LinkedIn
LinkedIn can be great for building a personal network and sharing content, but you need to do so
in a business-oriented way.
Google+
This is the newest of the major platforms and really seems to benefit visual content like photos
and videos. Make sure blog posts that you share have compelling images to help attract prospects
and customers to your content.
Instagram
Instagram is a mobile app that lets users edit and share photos taken on their phones. Marketing
Association of Pakistan can used it to share the behind-the-scenes of their association in very
creative ways.
Slide share
Every time MAP arrange a public presentation, they should make sure that they post their
presentation on Slide share.
Publishing Workflow
After analyzing which channels make sense for association, we document the step-by step
processes around publishing and promoting each content type on its various destined channels.

36
Figure 18: Publishing Flow
Place (Channel) Strategy
Coverage and Locations
Marketing Association of Pakistan now operating in two cities of Pakistan and there in 4 provinces
means they are operating in two cities of two provinces. Karachi population is round off 25 million
and Lahore population is round off 11 million so they are just operating in cities of 36 million
people from 190 million population of Pakistan. So need is to increase the number of chapters
because target market is marketing professionals and most of the professional don’t have time for
membership of another city.
Increase in the chapters should be on the strategy of Population + Literacy rate in people in cities.
Figure 19: Location Strategy
Photography Video Documents
Instagram Dailymotion or other Slide share, Scribed
Photos Videos Present-
ation
News
letters
Blog
&
Websit
e
Make your
content
downloadable by
the specific sites
Blog and
map.org.pk you
actually own and
control.
For additional
exposure, content
can get uploaded
to social sites
oriented around
specific types of
content. Be
shared or
embedded on the
blog, or directly to
other social
channels.
Facebook LinkedIn Twitter Google +
Blog posts and
the multimedia
included in them
can then b
syndicated to
subscribers’ &
can be share in
different social
media
Population Importance Literacy rate
Location
Strategy for
chapters

37
 Islamabad
Now they should open a chapter in Islamabad although the population of Islamabad is 0.8 but it is
the capital of Pakistan and linked with most of the cities and other important thing is literacy rate
is which Islamabad 70.2 % is up from most of the populated cities.
 Khyber Pakhtunkhwa
There should be a chapter in Peshawar which focus the people of whole Khyber Pakhtunkhwa
because in only Peshawar is not favorable because in only Peshawar literacy rate is round off 40
% from 3 million population so in this time this chapter should focus whole province.
 Baluchistan
There should be a chapter in Quetta to focus Baluchistan province in this time only focusing Quetta
is not favorable because in 0.8 million population literacy rate is round of 55% so this time whole
province should be focused.
By using this strategy and further research about how many business schools trends in a city,
Marketing Association of Pakistan should increase the number of chapters in Pakistan.
 Globally
After focusing Pakistan Marketing Association should focus those countries in which Marketing
Association are not so good or not exist in this way they can focus globally.
Channels
The main objective of Marketing Association is to deliver the marketing knowledge increase the
marketing study for this purpose they conduct seminars, professional gathering or they can deliver
it through E-learning, website or online library.
So now this is the strategy for channels and places through which they can deliver it to the
customers.
 Chapters & Websites
For conducting seminars they need to open the chapters in the specific cities and after that in
different countries but before that they can deliver them knowledge and learning through websites.
In websites they can use webinars, webcasts, online library in which people can access the material,
in this way they can acquire more and more customers before entering to those cities and countries.

38
Integrated Channel System
Means of
communi
cation
Gather
relevant
Information
Develop
communication
with members
to inform about
events
Acquiring
more
customers
(Members)
and new
membership
Communicati
on for
management
of events
Agreements
with
different
corporations
Invitation
to the guest
speakers
Internet √ √ √
Personal
meeting
√ √ √ √
Mobile √ √
Direct
mail
√ √ √ √
Offices √
Table 2: Integrated Channel System
Public Relations Strategy (Members & Companies)
Another P is Public Relation management in which Marketing Association of Pakistan have to
make a good relation with markers and different organizations.
 Relationship with companies
They should make a good relationship with the multinational and other well know organizations
in this way they can get more valuable sponsorships, corporate membership as well as individual
membership. Other than that they can also increase the awareness of Marketing Association of
Pakistan in the Market.
 Relationship with management universities
They should create a good relationship with management universities by conducting value added
seminars in universities in this way they can make a good relationship with marketing students and
marketing institutes. In this way they can gain more student memberships or they can make a good
relationship with the future marketers.

39
Pricing Strategy
Price includes the fees that members have to pay and sponsorship fee that sponsors have to pay to
them it also include the revenue that they received from different advertisers on their websites on
the basis of pay-per click and pay per view advertisement models.
Pay per View
Marketing Association of Pakistan allow different advertisers to show their ads on the website of
Marketing Association of Pakistan so when a user view that ad the advertiser pay MAP.
Pay per Click
Like pay per view advertisers pay Marketing Association of Pakistan when user click on their ads.
MAP Alexa Ranking is not so high that is why these concepts are now not favorable for MAP so
MAP need to increase its SEO to increase Alexa ranking then they can use this concept effectively.
Member type Price (Joining fee) Price (Annual)
Corporate Membership
Individual Member 1000 5000
Institutional Member 12000 15000
Student Member - 3000
Sponsorship
Different rates for different
occasions
Table 3: Pricing in MAP
Gap (Price)
We suggest to do nothing because members are because fee that is set is satisfactory. Members are
related to different industries and most of the members financially strong so they can pay that price
easily.
Customer Acquisition
After applying all that strategy they can provide value to the customer more effectively and then
they will be acquire more customers/members.
Customer Retention
Once they acquire the customers they will engage them through providing them their changing
requirement is this way they will be able to retain them.

40
Return on Investment
Marketing Association of Pakistan is a nonprofit marking organization so its aim so not to earn the
profit but after applying all that strategy what the will get is delivery of more benefit to marketing
people from a specific investment.
Brand Planning
After marketing strategy there is a plan for the Branding of Marketing Association of Pakistan
Globally.
To make a strong Brand the thing that needs continuous improvement is the experience.
In marketing association
Experience = Environment + Services
Brand Positioning
Marketing association of Pakistan want to put it in the minds of people that,
 It is the Brand by birth.
 It is one and only platform to fulfil the marketing related needs.
 To give the knowledge and share the experiences of marketing.
 It introduce new trends of marketing in emerging era.
Brand Dynamic pyramid
Bonding
Advantage
Performance
Relevance
PresencePresence in the minds of Target
market (People interested in
marketing)
Relevance to the interest of target
market (Marketing knowledge)
Can it deliver that kind of knowledge
& expertise required by the target
market?
Can they offer better than anyone
else?
Nothing can beats it?
Figure 20: Brand dynamic Pyramid

41
They are at the relevance stage where their activities are relevant to the interest of target market
now how to achieve upper stage for that following is brand value chain model.
Brand value Chain
Figure 21: Brand Value Chain
Program
Quality
Multiplier
Marketplace
Multiplier
Risk Taking
multiplier
 Excellent Service
 Communicate to
members and sponsors
about new
opportunities
 Trained the employees
for customer synergic
and trained them for
better services
 Make the
customers
aware of our
services and our
strength.
 Associate with
well reputed
people and
originations to
place a good
picture in
customer
mindset
 Make the
activities Extra
ordinary
 Increase in
Return on
investment
 Membership fee
and sponsorship
fee at premium
price
 Success in
activities
 Association can
expanded its
activities to
enhance marketing
knowledge
 It can get the value
from different
Multinational
companies and
government
 MAP should clear about
what they are providing
 They should provide the
activities purely relevant
to the marketing
 All the activities and
value provide by MAP
should be reliable
 There should be support
from well know
personalities &
organizations
 Profile of members and
companies for sponsorship
is also play an important
role
 Number of members and
sponsors also matters
 Risk taking abilities
to enhance the
activities and market
play an important
role.

42
Brand Power
Figure 22: Brand Power
How they Ensure to Stay there?
When they apply the strategy the will achieve the goals but now question is that ho they ensure to
stay there. So there are some points which will help them to stay there.
Different Strategies for Different Stages
They should make a future plan on the basis of this assumption that there will be different strategies
for different stages. Like if they are launching an institute then they should make future plan that
there will be different strategy on the introduction of institution then there will be different strategy
for growth and maturity.
Same in the case of present activities, like they are arranging seminars, MARCON, picnics and
industrial visits, so they are managing these things from many years but there should be different
strategy from introduction and growth at maturity stage.
Global Brand
(In different
Countries)
Trade Market
(By birth a
brand)

43
Figure 23: Different strategies for different stages
Feedback and Control
 There should be a proper system of feedback and control.
 There should be a system of continuous improvement for strategies and planning.
 There should be a proper feedback from experienced and expert’s members.
 There should be a seminar in a year which only strategy and planning discussed.
Future Recommendations
We have planned five year strategy but there are some future recommendations for Marketing
Association of Pakistan:
 They must have to go for global platform after achieving the local one.
 They have to generate enough revenues to have their own marketing association
buildings in big cities for:
o to conduct the seminars,
o To give the Trainings to marketer professionals
o To establish a marketing education system
o To conduct the annual general meetings
By doing this they can save a lot of budget that they were spending on booking halls in different
hotels for conducting the seminars.
Introduction
Maturity
Strategy for
Introduction
Strategy for
Maturity

44
References
 Sir Nisar Mohyuddin
 Map.org.pk
 Maplahore.org.pk
 tagoras.com
 Tagoras.com- Associations + technology
 McKinsey
 Accenture

MAP project

Recommended

Recommended

More Related Content

Similar to MAP project

Similar to MAP project (20)

MAP project