marketing plan BY UET Peshawar student

2. Marketing Plan
Group Members:
Ihsan Ul Haq
Fawad Ali
Basit Malook
Hamza pervez
Habibullah

3. Introduction to Marketing Plan

4. Defining a Market
The term market refers to the group of consumers or
organizations that is interested in the product, has the
resources to purchase the product, and is permitted by
law and other regulations to acquire the product.

5. Defining Marketing
The activities of a company associated with buying and
selling a product or service. It includes advertising,
selling and delivering products to people.

6. Defining a Marketing Plan
A marketing plan is a document written for the purpose
of describing the current market position of a business
and its marketing strategy for the period covered by the
marketing plan.

7. Purpose of Marketing Plan
“What steps or actions will be taken to achieve the plan
goals.”

8. Characteristics of a Marketing Plan
It should be simple and short.
It should be based on facts and valid assumptions.
It should provide a strategy for accomplishing
company’s goal or mission.
It should be flexible.
It should be based on some past experience or it
should have some role model.

9. Marketing Strategies
Nature of Market
Size of Market
Market Research
Competitor Analysis

10. What kind of product your firm is producing??
Level of competition
Customers
Scope
Nature of market

11. Size of market
Quantity Vs. Demand
Potential territories

12. Marketing Research
Collecting data based on customer wants and needs
and current market trends.
Who will buy the product???
Customers survey: Needs??? Preference???
Economical conditions of the targeted territory
customers???
Environmental conditions ( e.g.…..Fan)
Cultural tolerance (Selling cow meat in Hindu
majority area in India)

13. Competitor Analysis

14. Advertisement
Definition:
“A notice or announcement in a public medium
promoting a product
so as to improve the desire for or view of the
product/service/organization”.

15. How to create an advertising plane for
new products:
Step:1 Target market information:
Identify the potential customers of your products and services.
Conduct demographic research to determine
how your target market thinks and feels; where they live.
Step:2 Identify the market situation.
Determine how your company differs from your competitor
company, which is your unique selling proposition (USP).
You’re going to use your USP to develop marketing messages,
programs and campaigns that help your company to achieve its
goals and objectives, while getting in front of your target market.

16. Step:3 State the marketing objectives
and goals
Write down the specific goals and objectives your
company intends on achieving with its advertising
and marketing.
then list this as one of your goals.

17. Step:4 Calculate the marketing and
advertising budget
Determine how much money a business man can
allocate toward its marketing and advertising efforts.
 Generally, in the first few years in business, a
business man allocates up to 20 percent of its overall
budget toward marketing and advertising.

18. Step:5 Decide on marketing mediums
 Essentially, business man wants exposure of its business
products in all of the publications, e-newsletters, websites,
social media networks and more that your target audience
is reading and using—while staying in line with your
marketing budget.
 Importance Of advertisement:
 The theory of any advertising is for
• Awareness
• Knowledge
• Liking
• Preference.

19. Advertisement methods:
Step 1: Gather information from primary sources
 Observation: observe potential customer
 Networking: information from experts
 Interviewing: most helpful, expensive.
 Questionnaire: to fulfill the objective
 Members of local colleges, university.
Step 2: Gathering data form secondary source
 Information from trade magazines ,newspaper articles, gov. agencies & internet.
 Web Site – business man own personal web site
 Publicity – press releases, articles
 E-mail – e-mail drip campaigns, personal notes
 Community Events – seminars, , block parties.

20. Major section in channel selection:
1: Degree of Directness of Channel:
 Market condition: whether user are concentrated or dispersed.
 Product attributes: whether products are large or small, bulky,
expensive etc.
 Cost benefit: consideration of cost in selection of channel.
2: Number of Channel members:
( a)Intensive (b) selective (c)Exclusive
3: Number of channels:
(a) one channel for one market or multiple
markets.
(b)Multiple channels for one market or
multiple markets.

21. What is pricing
A value that will purchase a finite quality, weight or
other measure of goods or service.

22. Pricing Strategies
 Penetration Pricing
Penetration is the setting of low price of products for
attracting consumers and gaining the market share.
For example Food stuffs,choclate etc.
 Loss leader
Loss leader is a product sold at low cost or below cost to
stimulate other profitable sales.
For example Selling sweets at Eid
Purchases of other items cover more than LOSS on item sold.

23. Pricing Strategies
Psychological pricing
If the price of product is $100 and the company prices it
as $99 then it is called psychological pricing.
Price discrimination
It is the setting of different price of the same product in
different segment to the market.
For example: Price for Rail traveling or Aeroplane
traveling is different for the same journey at different
times.

24. Pricing Strategies
Decoy Pricing:
It the method of pricing where the seller offers atleast three products
and where two of them have similar or equal price. The two products
with the similar prices should be the most expensive ones, and one of
the two should be less attractive than the other. This strategy will make
people compare the options with similar prices, and as a result sales of
the most attractive choice will increase.
For Example

25. Pricing Strategies
Predatory Pricing
Predatory pricing, also known as aggressive pricing
(also known as "undercutting"), intended to drive out
competitors from a market. It is illegal in some
countries.
For example A company sell a product Rs $100 and
another company make the same product having same
properties and sell at Rs $ 50

26. The Marketing Mix
The marketing mix is a business tool used
in marketing and by marketers. The marketing mix is
often crucial when determining a product or brand's
offer, and is often associated with the four P's.
Product
Price
Promotion
Place

27. Product
The firm must come up with a product or service that
people will want to buy.
It must fulfil some need
or want.
It must be (or at least seem) unique.

28. Price
The price must be one that the customer thinks is
good value for money.
This is not the same as being cheap!
Prices have a great psychological effect on customers.

29. Promotion
All of the methods of communication that a marketer
may use to provide information to different parties
about the product.

30. Place
Refers to providing the product at a place which is
convenient for consumers to access.
The more places to buy the product and the easier it is
made to buy it, the better for the business (and the
consumer).

31. Overall Summary
Marketing Plan
 Introduction to marketing plan
 Purpose of marketing plan
 Characteristics of marketing plan
 Marketing strategies
o Size and Nature of market
o Marketing research
o Competitor Analysis
o Advertisements
o Pricing strategy
o Marketing mix