This document provides a marketing plan for a new digital meter device. The plan includes an executive summary, mission/vision statements, objectives, situational analysis including target markets and SWOT analysis, PEST analysis, and marketing strategies. The digital meter device will provide customers with features like online bill checking, voltage control, and daily usage updates to make their lives easier compared to traditional meters. The objectives are to gain an 8% market share in the first year and 14% in the second year. The entire economy is the target market. SWOT analysis identifies strengths like being first to market and weaknesses like potential lack of customer loyalty. PEST analysis covers relevant political, economic, social and technological factors. Marketing strategies and the full marketing

1. DIGITAL METER DEVICE
Principles of marketing
Faheem Mehmood
Ehsan ullah khan
Rimsha akhtar
Rebekah Samuel
JANUARY 31, 2018
BBA 3RD A

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Digital meter device:
Logo:
Slogan:
Electricity: use it-don’t abuse it.
Address:
IESCO head office st.40, sector G-7/4 Islamabad.
Tel no: 051-9253937, 9252938, fax: 051-9252927
Website:
www.iesco.com.pk
Email:
iesco@iesco.gmail.com

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Table of Content:
Page No’s:
1: Executive summary…………………………………………………………………………….…… 4
2: Mission and vision…………………………………………………………………………….…... 4-5
 Vision
 Mission
3: Introduction……………………………………………………………..……………………….….… 6
4: Objectives……………………………………………………………………..………………….…… 6-7
 Issues
5: Situational analysis……………………………………………………………………………..…. 7-8
1. Target market summary
2. Market need
3. Market trend
4. Market growth
6: SWOTanalysis……………………………………………………………………………….…….… 8-9
 Strength
1. Mover advantage
2. Quality conscious
3. Less no of taste
 Weakness
1. Storageability
2. Loyalty
 Opportunities
1. New flavor
2. Export

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3. Global herb
4. Supportforeigner investor
7: Pestanalysis………………………………………………………..…………………………………. 10-11
 Political analysis
 Economic factor
 Social factor
 Technological factor
8: Marketing strategies……………………………………………………………………………… 11-12
 Positioning strategy
 Pricing strategy
9: Marketing mix………………………………………………………..……………………………… 12-14
10: Target market………………………………………..……………………………………….…… 15
11: Budget…………………………………………………………………………………………………. 15-16
12: Recommendation………………………………………………………………….………….…. 16
13: Conclusion………………………………………………………….…………………………..…… 16

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1. EXECETIVE SUMMARY:
This report explains the marketing plan for initiation a new device named digital
meter device. In the start of the report we have elucidate the mission and vision of
the digital meter device. Then we have continued our process to achieve goals and
objectives. It will be introduced in market with the help of various promotional
displays, advertisements and dissemination of free samples to the general public
and financial institutions. This report examines that this product is launching in
whole Pakistan domestic market. The study includes both primary and secondary
research. The primary studies focus on the survey of competitors’ and the likely
and dislike of people. Through this strategy company can more infiltrate into the
market and fascinate number of customers. For that purpose, we have conducted
the SWOT analysis of the company, to see the company’s strength, weakness,
opportunity, threats. Then we have clarified the purpose, benefits and objectives of
our product. Then we make marketing strategies for our product. We divide market
into different segments and decided to target the households of the economy
because the device is useful or full economy. We can also pay devotion to the price
and quality of the product. We will indorse our product through electronic media,
print media, cable and outdoor sources. We will also comportment a market survey
to know the opinion of public about our product and developed our product
according to our customer changing needs and wants.
2. Mission and vision:
 Vision:
 We are bringing modernization in electricity meters to meet customers’
needs and wants.
 Makes their life easier.
 Helps them to crisscross their bills through device or control voltage.
 We get number of customers due to its features and benefits and facilities.
 Divert customers mind toward easy life. We can earn more profit through
digital meter device.

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 Mission:
People use digital meter device instead of using old traditional meters by which we
can improve our reputation in market.

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3. Introduction:
Digital meter device is a device propelled by Iesco. Its main headquarter is in
Islamabad. It is an international product. We can inauguration this product
internationally. It is big innovation in the field of electricity. It has many features.
A useful device accessible in normal charge but works extra customarily.
Launched by WAPDA but Iesco works on this project because its main
headquarter is in Islamabad. As relate to old traditional meters it provides us many
amenities like online checking of bills, maintain voltage, inform us about units that
we utilize on daily basis, saves electricity from the customers that steal electricity,
and doesn’t stop working like old traditional meters. Traditional meters are use in
Pakistan now but does not provides us these facilities as explained but this device
makes life easier by facilitating us in many ways. Provides us many facilities.
People get this device on normal price or at the price of traditional digital meters.
Biggest revolution in the field of electricity. Makes life tranquil and simple. Gets
information about units and bills on mobile phones and easily pay bills on time
without having any extra charges. No one can use our electricity without our
permission. This device works like a stabilizer and save our appliances. It is a
device having lots of features. Make our life easy.
4. Objectives:
 We will be trying to earn profit.
 First year objective is to capture 8% market share of digital meter device
with sales revenue of minimum 17million and net profit is 3 million.
 Second year objective is to obtain 14% market share of digital meter device
with sales revenue of 30 million and net profit is 5million.
 Our objective is to continuously grow our sales.
 Deliver good quality product to customer at fair prices.
 Improve company image.

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 Issues:
 Our issue is about the opinion of people about DMD. People accept this
device or not?
 We must have to invest greatly on advertisements or promotions to create
consciousness in people about our device. Also have to change marketing
plan with time to time. We are new entry in market so we have to invest
heavily to charm customers.
5. Situational analysis:
1. Target market summary:
There is no target market for our product. Our product is essentially a device
use as electricity meters so our whole economy uses electricity and our
product will be operative for all households or firms of the economy. So our
whole economy is our target market.
2. Market need:
Market need is the most important thing. First we have to examine that what
is the market need and then launch our product. So market need is basically
a customer need and product dreamily fits exactly as same as customer
wants. Make customers life easy and market need is online bill checking,
save electricity and we produce our product according to customers want.
3. Market trend:
In market drift digitals meters are used that simply read the units and doesn’t
provide us more facilities. A simple meter that unexpectedly stops working.
Customers can easily snip electricity because of these meters.
4. Market growth:
Our objective is market growth. By heavy advertisements and marketing we
can aware our customers about our product.

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6. SWOT analysis:
 Strengths:
1. Mover advantage:
We are the primary mover in market that we are the first that bring this
device to the market. So we have to become dedicated with our customers
and firstly think about their wants. This thing makes a good image of
company in market.
2. Quality conscious:
If we make the good superiority productor our product’s superiority is good
than it is plus point for our company. Strength of our company increase
market growth because of good quality.
3. Less number of taste:
If our customers have less no of taste this is strength of our company that they
will gratify from your product and like your product because of less no of taste.
 Weaknesses:
1. Storage ability:
Storage skill may be weakness for other company that they do not have a skill
to store their product but not dimness for our company because we can easily
store product for long time without any damage.
2. Loyalty:
Also a weakness for our company. If our employs are not devoted than it is an
undecorated problem and weakness of our company damage our market value.
We have to become loyal towards the customers and have to convince them.
Our customers are already using electricity meters so it is difficult for us to shift
them from electricity meters to DMD.

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 Opportunity:
1. New flavor:
Launching this device is a prospect for our company by adding new flavor in old
traditional meters and interchanges them with digital meter device.
2. Export:
We are launching our product internationally so we can also export our device. A
good opportunity to earn more and better our company’s reputation.
3. Global herb:
A global herb for us we can export our product internationally and communicate
globally and have more opportunities to earn more.
4. Support foreign investor:
Also support foreign investor. If any foreign investor wants to capitalize in product
we can allow them this will helps us in our budget.
 Threats:
1. Government regulation:
Government regulations may be a great threat for other companies but our
company is preserved by government so we do not have to suffer from any threat
like that.
2. Increase in competition:
If other company takeoffs the same device like our product digital meter device
than it will be the biggest threat for us.
3. Entry barrier:
Our company already exist in the market there is no entry barrier for us we are
launching new product new device.

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7. PEST analysis:
P: Political analysis
 Taxation law:
Taxation laws are from the government on our product so we have to pay all
the taxes that government imposes on products or sales or transport etc.
 Labor law:
According to labor law we have to justify all the rights of labors that are
working in our company. Labor is being honored here having all the laws.
DMD also harrows all the laws that government announces. Government
announces 5000 salaries for employs.
E: Economic analysis
 Inflation rate:
We cannot increase prices suddenly but increase or decreases prices of the
product according to inflation rate of the economy.
 Economic growth rate:
Islamabad, May 20, 2017- Pakistan's Gross Domestic Product growth in Fiscal
Year 2017 is expected to climb to 5.2 percent — the highest in nine years -- and
the growth rate will continue to accelerate, reaching 5.5 percent in FY18 and 5.8
percent in FY19.
S: Social factors
 Health consciousness:
Our product digital meter device does not contain any damaging material that
effect health of customers. It is also pollution free.

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 Demographic trend:
Is the study of the growth, structure, and movement of human populations?
It focuses on enumerations (censuses), which take stock of a population at a
moment in time, and also flows of vital events—births, deaths, marriages,
and migratory movements.
 Age structure:
No specific age group is embattled for our product because our product is
digital meter device used by complete economy no specific age group is
targeted.
T: Technological factors
There are many technologies used in the creation of our device. Play store
app, development payment, online checking systems, security, body and led
etc.
8. Marketing strategy:
 Positioning strategy:
Brand strategy is the soul of marketing strategy. It is the act of scheming the
company offer and image so that it lodges a distinct and valued place in target
customer mind. Make strategies that how to improve our company’s position
in market. If company position is good than growth rate increases. Company’s
reputation is essential to earn profit. Quality of product also matters if the
quality is good than the position of company in market is good.
 Pricing strategy:
Pricing the product on the basis of the quality of the product or indorse the
price at which customers are able to purchase and suppliers are willing to sell.
Our product is not too much expensive every person cans easily effort it
available at the same price of the old electricity meters. Price of the product

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also influences the buying behavior of the customer .so the price of DMD is
ranging between 6000 to 6500.
9. Marketing mix:
It is also known as 4pcs of marketing and marketing decision fall into the
following categories.
 Product:
Core benefit:
Core benefit means the service and the benefits the customer is really buying.
Four benefits of products are:
1. Securable
2. Online billing
3. Units checking
4. Voltage control.

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Basic product:
It means what specifically our product is. Our product in digital meter device
DMD.
Augmented product:
Product that include design, feature and packing that so beyond consumer
expectations and differentiate the product from old traditional meters. Our
product’s features are according to customer’s wants and expectation. Product
quality is 100%.
Following things include in the sale of product:
Design:
Our product design looks like this.
Features:
The features of our products are:
1. Securable
2. Online billing
3. Units checking
4. Voltage control.

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Packaging:
Our product will be in good packaging. This can save product from being damage.
 Price:
The price of the product can also influence the buying behavior of customer
because in Pakistan all levels of classes exist. So price is the most important
factor that attracts customers. Some can afford or some cannot so we can fix
the price that will be affordable by all. So we can use penetration price
strategy. The price of DMD is ranges between 6000 to 6500.
 Place:
The place of distribution or availability of product also influences buying
behavior of customers because if the product is in reach of consumer they will
prefer it. Or if the product is hard to find customer will never buy it.
Customers have to concern with Wapda and the product is easily provided to
them. DMD is not available in markets.
 Promotions:
The promotion of the product i.e. the advertisement, sales, promotion and
other promotional tools can change the buying behavior because some of the
individuals highly influenced by the advertisements of the product. We are
investing much more on the advertisements and marketing of the product.
We use some promotional tools:
1. Newspaper
2. Billboards
3. Commercials
4. Promotional vans
5. Televisions

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10. Target market:
Target market is the specific market we chose. We make our product
according to the needs and wants of that product. For digital meter device
there is no target market because this product is use at the place of electricity
meters. So all the house and firms se electricity are our target market.
 Market demographics:
Demographic
segmentation
Age Gender income
No specific age.
This product is
for all household
and firms.
Both male and
female
For all level of
income.
Geographic
segmentation
City City City
Islamabad Lahore Karachi
11. Budget:
We are going to introducing new product in Pakistan. A new digital meter
device. We don’t have to establish a new company because this device is
introducing by government by WAPDA. So we just have to build a devise.
For that our budget is 91000.

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 Methods of allocation:
1. Different modules
(Log in, connect with app, Auto meter readings, Voltage check, Check
system, Bill auto)
2. Play store app 50,000/-
3. Develop payment 3,000/-
4. Online checking system (web base) 5,000/-
5. Security 8,000/-
6. Body and led 15,000/-
7. Another requirement 10,000/-
TOTAL 91,000/-
12. Recommendation:
I recommended this device because it is such a beneficial product as equate to
old electricity meters. Have a lot of features. Make life easier. It is securable.
Easy to use. Give us updates 24/7. Pay your bills easily. Control voltages save
our home appliances.
13. Conclusion:
Digital meter device is an eminence product having lots of amazing features. It is
more convenient than old meters. Easy to use. A product with features that will
make your life easier. Voltage controller means work as a stabilizer. A more
useful product as associate to electricity meters.
THE END