EXECUTIVE SUMMARY
The
following marketing plan forms the basis for the introduction of an innovative
new product of providing online
research projects, assignments and slides for presentation to the students of
colleges and universities. The analysis allows us to outline the best
strategies to follow for the
achievement of the company’s strategic goals. “Easy Project” will be
marketed as a unique and successful product to strengthen the
company’s status. Total 1 core is decided
from which 20 lakh budgets are decided for cable ads, 50 lakh budgets are
decided for online marketing, Remaining will be spent on fly over’s, pamphlets,
hoardings, promotional offers like printed shirts or cups of our company will
be given. Success will be reflected by a sizeable capture
of market.
“Easy Project” will be a website
and positioned as “Our origin is our destiny” It will offer
online research projects, assignment and slides for presentation. It
will bring an entirely unique product to its consumers.
It will present itself as an unusual alternative in order to enhance student’s success by
providing them innovative online
research projects, assignment and slides for presentation in an attractive and convenient form.
And for this each individual will have to create an account for
this purpose and log on to our website (easyproject.com). Than post the name
and requirements for project or assignment or for slides and then decide
payment criteria that are suitable to them e.g. Money booker, credit or debit
cards, drafts or wire transfer.
TABLE OF
CONTENT
Part 1:
Executive summary
Purpose and Mission
Part 2: Situational Analysis
1.
Product
Analysis
2.
Market
Analysis
Customer
profile
3.
Distribution
Analysis
4.
Competitor Analysis5. Financial Analysis
6. Environmental Problems and Opportunities
SWOT Analysis
Part 3: Strategy and
Objectives
Marketing Strategy
Marketing Objectives
Part 4: Tactical Programs
Markets Product
Promotion
Distribution
Pricing
Part 5: Others
Promotional plan
Reference
Mission
To build a place where people can come
to find and
discover anything they might want in
their
research projects, assignments and
slides.
Vision:
We want to constantly and
consistently exceed
the customer's expectation by delivering superior
values to our customers through innovative ideas and
teamwork.
Purpose
The purpose of this plan is to provide comprehensive
student services to enhance student success through innovative
projects, assignments and
slides for presentation
& to make education
accessible through innovative instructional
methods.
SITUATIONAL ANALYSIS
Product
Analysis
Our company’s mission is to provide services to the
customers. Hence these services include completion of:
1.
Research projects.
2.
Assignments.
3.
Slides for presentation.
Maximum
topics that can be covered in our web site regarding above three products can
be:
Marketing,
human resource management, time management, crises management, turnover, job
motivation, privatization etc.
Brand name: easyproject.com
Brand promise: “Our
origin is our destiny
Core benefit: Will help students in their research work.
Actual benefit: Research projects, Assignments, Slides for presentation.
Augmented benefit: Will be focused according to need.
Price
S.no
|
Product
|
Suggested fee
Rs
|
1
|
Research
projects
|
1500
|
2
|
Assignments
|
800
|
3
|
Slides
for presentation
|
1000
|
TOTAL
|
3300
|
Distribution
Internet
will be used to introduce our products to students. Hence our self developed website will be the source to
give our designed projects, assignments and slides to the students on their
demand.
Distribution
criteria:
1.
Create an account.
2.
Log in and Post your
project and requirement in seconds.
3.
Select payment criteria viva
money booker, drafts, credit or master card or wire transfer.
4.
Approve completed project.
5.
After confirmation project, assignments and slides on
presentation will be safely released to the same address
Promotion
Pull promotion strategy
involves promoting your product on a very large scale and making it visible on
the market, thus raising the customers interest about the product and hence
inducing them to buy it. So we have decided not to go for push promotion
strategy at present but instead we have decided to go for pull promotion
strategy. Right now Googleadsense, by uploading ads. On YouTube, bruchers will
be used to promote our product but in future following ways will also be
adopted if needed.
1.
Electronic media.
Television
advertisements: Advertisements to promote and market our product will be shown
on leading television channels as they will reach out to the students. Referrals scheme will be introduced to get maximum
customers as the member who will refer another customer towards the company
will be getting 10% discount on his assignments and projects.
2.
Radio.
Radio
is the medium with the widest coverage. Studies have recently shown high levels
of exposure to radio broadcasting both within urban and rural areas, whether or
not listeners actually own a set. Many people listen to other people's radios
or hear them in public places. So radio announcements will be made and
advertisements will be announced on the radio about the product features.
3.
Print media
Daily advertisements in leading newspapers and
magazines will be used to promote the product. Leaflets at the initial stage
will be distributed at college & university areas and various other
locations.
4.
Banners, neon signs:
Hoardings,
banners, neon signs will be displayed at college
& university areas and various other locations.
Market Analysis
Target
market:
Segment
identification: Our customers will be students of
colleges and universities who are given assignments and projects by the
teachers of their institutes. Segment needs: We will target our customers according to their needs. As it is being observed that most of the students feel it as a hectic work to do research projects, assignments etc or most of them are doing part time jobs, so we are going to target them according to their needs.
Segment
trends: According to current trend people are shifting away from manual
work and are adopting fastest technology to lessen their work. Same as we are
going to do, we are going to help them to complete their research projects,
assignments and presentation slides.
Segment
growth and size:
Total Population: 187,342,721 (July 2011 est.),
Age structure 15-64 years: 60.4%
(male 58,401,016/female 54,671,873)
Population growth rate: 1.573% (2011 est.) (Miguel Barrientos)
Projected population
in 2025: 228,822,199 (2005
estimate)
Projected population
in 2050: 294,995,104 (2005
estimate) (Jnukie)
The market size of our
business is quite large as there are thousands of students who are studying in
the colleges and universities. However individual marketing will be suitable
for this plan.
CUSTOMER
PROFILE
MAIN
DIMENSIONS
|
VARIABLES
|
BREAKDOWNS
|
Geographic Segmentation
|
Nation/ State
|
Pakistan/ Islamic
|
Region
|
Asia
|
|
City
|
Lahore, Karachi, Islamabad
|
|
Demographic
Segmentation
|
Age
|
18 to above
|
Gender
|
Male and female
|
|
Occupation
|
Students,
new graduate, new workers, young professional, unskilled worker, skilled
worker, employees in private as well as in
Government organization, business men, Shop owner.
|
|
Education
|
Intermediate,
Bachelors, Masters and so on.
|
|
Race
|
All: Asian, Black and White etc.
|
|
Psychographic
Segmentation
|
Personality
|
Brand conscious,
quick maturation with modern products.
|
Social class
|
Lower, middle and upper.
|
|
Behavioral
Segmentation
|
Loyalty status
|
None, medium,
strong, absolute.
|
User rates
|
Light users, medium users, heavy users.
|
|
Attitude toward
product
|
Enthusiastic,
positive, indifferent, negative, hostile.
|
Distribution Analysis
Our business majorly depends upon internet. So
internet will be only distribution network.
Demographic
Age: 18
to above
Gender: Male & FemaleOccupation: Students, new graduate, new workers, young professional, unskilled worker, skilled worker, employees in private as well as in Government organization, business men, Shop owner.
Education: Intermediate, Bachelors, Masters and so on.
Race: All: Asian, Black and White etc.
Purchasing
process
1.
Create an account.
2.
Log in and Post your
project and requirement in seconds.
3.
Select payment criteria viva
money booker, drafts, credit or master card or wire transfer.
4.
Approve completed project.
5.
After confirmation project, assignments and slides on
presentation will be safely released
to the same address
Competitive Analysis
There are no direct competitors in the market for our business yet in Pakistan. But there are many indirect competitors in the market which can start this business e.g. Freelancer.com is of the world's largest outsourcing and crowd sourcing marketplace for small business. They have hundreds of thousands of satisfied customers from all over the world. It regulates global labor pool of skilled workers on demand and thousands of experts with a large range of skills and abilities. From Graphic Design through to Data Entry, Programming, Copywriting through to Market Research and Sales. It Increases sales and dramatically lower costs. It's so easy anyone can do it. Your project is free to post. It only takes seconds to post a project and have thousands of workers ready to start immediately! It costs only $5 USD (refundable) to post a project. This is refunded to you when your project is successfully completed. Once you decide on someone you're happy to do the work, we only charge the higher of $3 USD or 3% the total project cost.Billing was expected to be $18m in Q1 of 2011 and by the end of 2011 expect quarterly figures to reach $25m. Freelancer Quarterly Projects Posted (Q1 Projects - N/A, Q2 & Q3 Projects - 86,343, Q4 Projects - 88,703) and total articles are 46
Financial Analysis
Sales Analysis
Freelancer are selling their per projects of $ 30 dollars and the price
vary according to per hour but our price will be fixed
$30 * 86 = Rs 2580/-
But being a new project we will decrease it to Rs 1500/- per project and
will be increased with a passage of time by keeping in view our profits.
Environmental Problems and
Opportunities
Social and cultural
Our business is acceptable for any culture. But may
face little issues about completed projects.
Demographic
Age: 18
to above
Gender: Male & Female
Occupation: Students,
new graduate, new workers, young professional, unskilled worker, skilled worker, employees in private as well
as in Government organization, business men, Shop owner.
Education: Intermediate, Bachelors, Masters and so on.
Race: All: Asian, Black and White etc.
Economic: The
inflation in the country is rising but our fee for providing services to the
consumer will be low. And it will easily affordable for all the students.
Technological: Our business will accelerate the pace of change in
the world. There are unlimited opportunities of innovation in this business. We
will provide the quality work to our customers with the addition of new ideas
and technology.
Political: Political conditions of the country may affect our
business.
Legal, regulatory, ethical: It is legal by the
court of law of Pakistan so there will be no legal issues regarding our
business nature and will consider ethical consideration.
Macro environment:
1. Demographic forces:
Our company is specifically designed for students of colleges and universities. The age of these students may fall in the range of 18 to 25. The targeted people are from all the areas of Pakistan.
2. Economic forces:
The inflation in the country is rising but our fee for providing services to the consumer will below. And it will easily affordable for all the students.
3. Natural forces:
Our nature of business is following the “Green Revolution” campaign. Many natural calamities may affect our business.
4. Technological forces:
Our business will accelerate the pace of change in the world. There are unlimited opportunities of innovation in this business. We will provide the quality work to our customers with the addition of new ideas and technology.
5. Political forces:
Political conditions of the country may affect our business.
6. Cultural forces:
Our business is acceptable for any culture. But may face little issues about completed projects.
7. Legal:
It is legal by the court of law of Pakistan so there will be no legal issues regarding our business nature.
Micro Environment
1. Company:
Our business is partnership firm consisting of 5 partners
2. Suppliers:
Our supplier can be any stockholder of computers, multimedia, chairs and any internet service provider. Some projects may have requirements of adding up survey questionnaires so we can contact to any research firm of the market.
3. Customers:
Our customers are students of colleges and universities of Pakistan.
4. Competitors:
Our facility of doing projects of different customers has some direct competitor in the world like freelancer. But in Pakistan, there is no direct major competitor.
SWOT Analysis
Strength:
1.
There is no
organized company who does the projects for the customers in Pakistan.
2.
An easy approach
of completing customer’s work done in time.
3.
It is designed
for the students of colleges and universities to facilitate them in their
Studies.
4.
There is no burden
on the customers about their work.
5.
No fix timing to
get this facility.
6.
This increases
satisfaction in the students.
7.
It is a business
according to today’s needs.
8.
A perfect
solution to meet deadlines of assignments and projects in an effective way.
9.
Offering this
facility for all the subjects of bachelor and masters.
10.
All the
solutions of their problems will be given on a call or email.
11.
Effective step in new markets.
Weakness:
1.
Motivate people
to this new work as many institutes will oppose our work.
2.
Hard work and
consistency is required to get success.
3.
Knowledge of all
the subjects will be required.
4.
May hire the
people from the market for projects.
Opportunities:
1.
New product introductions
2.
Brand is attractive
3. No direct competitor.
4. A hope for those students who are unable to do their
work due to busyness or any other
a. reason.
5. It can be started worldwide as distance learning.
6. It can be a source of extra earning for the people
who will be hired for the projects of the
a.
specialized subjects.
Threat:
1.
Indirect
competitor can start this college.
2.
Lot of knowledge
will be required.
Marketing
Strategy and Objectives
Marketing strategy:
In today’s world,
everything is getting easier and easier to do. People don’t have so much time
to do all their tasks efficiently and effectively. So keeping in mind the
problems of the students, we have made this strategy to start a business which
can make their work and life easy.
Project work, even project presentations, should be
interesting and engaging. We make sure that everything we do encourages people
to perform at their best. No-one in our prepared projects presentations sits
all day watching slides covered in words, whilst those same words are read out
aloud. That’s proven to deaden the brain. We use the developing knowledge of
how people think when designing sessions, always building on what works for our
clients.
Long-term, sustainable change is important to us and
to our clients, and this is what provides lasting value. We believe that this
comes from focusing on solutions, rather than problems. We look for the
positive and build on what’s already working. We communicate ideas in ways that
get through.
We are in it together – what we do is for the mutual
benefit of the customer and our company. We commit to shared goals and work as
a team with our customers.We commit to deliver in a professional way, and set very high standards. We believe in ourselves and act with conviction. We stay neutral when facilitating and we work hard to be objective. We go the extra mile.
We encourage ourselves and others to learn – we are
always improving what we do. We invest in new skills to allow us to meet the
needs of our clients. We have high expectations of ourselves and others. We ask
for and act on our client’s feedback, so that we can improve all the time. We
try hard not to take ourselves too seriously!
We innovate and use a wide variety of tools and
techniques – as long as everything we do supports the client’s purpose and
builds on the work they’ve already done.
Financial objectives:
Our company’s financial objectives are to generate more and more sales in
an accounting period. Our customers are in large quantity, so we can forecast
the heavy profits. We will be getting minimum 40% margin on every project. So in
this way, high profitability ratios are expected.
Marketing objectives:
The objectives of the marketing
plan are strategically centered around 3 criteria: to create a strong consumer awareness towards a
completely new product of easy project, to establish a wide brand recognition
through the capture of market, and to become the top market leader in that
particular segment.
Target market objectives:
1.
To increase our
market by providing quality work
2.
To increase
sales by focusing on our targeted customer.
3.
To be the market
guru in this line of business.
Promotional objectives:
1.
We will be
promoting our business through website.
2.
Google adsense
will be used for the promotion of our business on the internet.
3.
Referrals scheme
will be introduced to get maximum customers as the member who will refer
another customer towards the company will be getting 10% discount on his
assignments and projects.
4.
A cable ad will
be displayed on the cable.
5.
Print media like
newspaper will be used to promote our company.
6.
Signboard and
hoardings will be placed in front of different universities.
7.
Pamphlets will
be distributed among the students to get their attention.
Channel objectives
1.
To deliver the
finished work to the end customers.
Market research objectives:
— To get knowhow about the subjects and innovation in
them.
— To know the problems and solutions of the topics
assigned by the customers.
— General research will help in any project.
R&D objectives:
·
Being the
backbone of our company, the objective will be providing fresh and accurate
knowledge upon the topics.
Tactical Marketing Programs
Target
Market
We will target our customers according to their
needs. Our customers will be students of colleges and universities of Pakistan
irrespective of the area who are given assignments and projects by the teachers
of their institutes. Any student shall assess our
web site for designing projects, assignments and slides according to their need
in order to save time because here in Pakistan maximum students are doing part
time jobs to fulfill their needs and for this they can simply log on to our website or email us their project/assignment’s
name and requirements, will rate them according to the requirement and we will
make sure that their work will be done on the agreed date. General guidelines
for products offered will be given in our website. In addition to that, the product offer shall be well balanced to
offer different selected segments of the market according to its demand. But keeping in mind rapid growth of 21st
century there are many topics that can be focused for discussion like
marketing, human resource management, time management, crises management,
turnover, job motivation, and privatization and so on. And if for this we need
to hire resource person we will do the same by keeping in mind our company
growth.
Product
Features:
1.
Research projects.
2. Assignments.
3. Slides for presentation.
Maximum topics that can be covered in our web site regarding above three products can be: Marketing, human resource management, time management, crises management, turnover, job motivation, privatization etc.
Brand name: easyproject.com
Brand promise: “Our
origin is our destiny
Core benefit: Will help students in their research work.
Actual benefit: Research projects, Assignments, Slides for presentation.
Augmented benefit: Will be focused according to need.
Promotion
Pull promotion strategy
involves promoting your product on a very large scale and making it visible on
the market, thus raising the customers interest about the product and hence
inducing them to buy it. Hence we have decided not to go for push promotion
strategy at present but instead we have decided to go for pull promotion
strategy.
1.
Electronic media.
Television
advertisements: Advertisements to promote and market our product will be shown
on leading television channels as they will reach out to the students. Google adsense will be used for the promotion of our business on the internet. Referrals scheme will be introduced to get maximum customers as the member who will refer another customer towards the company will be getting 10% discount on his assignments and projects.
2.
Radio.
Radio is the medium with the widest coverage. Studies
have recently shown high levels of exposure to radio broadcasting both within
urban and rural areas, whether or not listeners actually own a set. Many people
listen to other people's radios or hear them in public places. So radio
announcements will be made and advertisements will be announced on the radio
about the product features.
3.
Print media
Daily
advertisements in leading newspapers and magazines will be used to promote the
product. Leaflets at the initial stage will be distributed at college &
university areas and various other locations.
4.
Banners, neon signs:
Hoardings, banners, neon signs will be displayed at college & university areas and various other
locations.
Distribution
Internet
will be used to introduce our products to students. Hence our self developed website will be the source to
give our designed projects, assignments and slides to the students on their
demand.
Distribution
criteria:
1.
Create an account.
2.
Log in and Post your
project and requirement in seconds.
3.
Select payment criteria viva
money booker, drafts, credit or master card or wire transfer.
4.
Approve completed project.
5.
After confirmation project, assignments and slides on
presentation will be safely released to the same address
Price
Our product is totally new
which is entering a market our product will be priced
low which will be economical and will encourage our customers. After
considering the entire factor all we need is
to make one time investment of computers and internet connections to use in the
office. Later all the revenues will be treated as profit after deducting repair
and maintenance cost. After a bird eye view we have estimated that each
project, assignment and slides will be cost for Rs 4000/- each.
Total investment
S.no
|
Product
|
Suggested
fee
|
1
|
Research projects
|
Rs 1500/-
|
2
|
Assignments
|
Rs 800/-
|
3
|
Slides for presentation
|
Rs 1000/-
|
TOTAL
|
Rs 3300/-
|
Equipment
|
Units
|
Cost
|
Total Cost
Rs
|
Computers
|
4
|
15000
|
60000
|
Printer all in one
|
2
|
10000
|
20000
|
UPS
|
2
|
10000
|
20000
|
Internet
connection
|
2
|
2000
|
4000
|
TOTAL
|
104000
|
||
OFFICE
FURNITURE & EQUIPMENT
|
|||
Office
Furniture & computer table
|
3
|
15000
|
45000
|
Telephones
|
4
|
1200
|
2800
|
Split
unit
|
2
|
35000
|
70000
|
Misc
|
100000
|
||
TOTAL
|
217800
|
||
PROMOTIONAL PLAN
For 1 year
Total 1 core is decided
1.
20 lakh budgets are
decided for cable ads.
2.
50 lakh budgets
are decided for online marketing.
3.
Remaining will
be spent on fly over’s, pamphlets, hoardings, promotional offers like printed
shirts or cups of our company will be given.
PRODUCT:
Features: Research projects, Assignments, Slides for presentation.
Brand name: easyproject.com
Brand promise: “Our origin is our destiny”
PRICE:
S.no
|
Product
|
Suggested
fee
|
1
|
Research projects
|
Rs 1500/-
|
2
|
Assignments
|
Rs 800/-
|
3
|
Slides for presentation
|
Rs 1000/-
|
TOTAL
|
Rs 3300/-
|
PLACE:
SERVICE OUTPUT DEMAND
1
|
Lot Size
|
Medium.
|
2
|
Waiting/Delivery time
|
Reduced by eliminating members.
|
3
|
Spatial Convenience
|
Available on website.
|
4
|
Product variety
|
Both for male and female.
|
5
|
Service Backup
|
High services will be given to satisfy our customer.
|
PROMOTIONAL SCHEDULE
Step
|
Output
|
Period of time
|
Rates
|
|
1
|
Cable ads
|
Television
|
Evening and night
|
100 to 150 rupees per day charge for 1
hour
|
2
|
Online marketing
|
Face book
(Fun page)
|
After launching product
|
Appendix A
|
3
|
AdWords
|
US$0.25* per 1000
API units. (* or local currency equivalent)
|
||
4
|
Orkut (Community)
|
Per day
|
Rs 3000 or Rs 4000
|
|
5
|
Google plus (Circle)
|
$ 2000
|
||
6
|
Twitter
(Fan following)
|
Per day
|
Rs 100000 to Rs 120000 from Rs 70000 to
Rs 80000
|
Appendix A
Face book
Special Package Pricing:
(1) Full Page and (1) ½ Page $360
(1) 3x4 and (1) 2x5 $95
(1) 3x2 and (1) 2x2 $45
Ad Sizes Column Inches Open Rates 3x 6x 9x 12x
Full Page (5x11) 55 $440.00 $330.00 $275.00 $220.00 $165.00
1/2 Page (5x5) 25 $200.00 $150.00 $125.00 $100.00 $75.00
(3x4) 12 $96.00 $72.00 $60.00 $48.00 $36.00
Ad Sizes Column Inches Open Rates 3x 6x 9x 12x
(2x5) 10 $80.00 $60.00 $50.00 $40.00 $30.00
(2x3) 6 $48.00 $36.00 $30.00 $24.00 $18.00
(3x2) 6 $48.00 $36.00 $30.00 $24.00 $18.00
(2x2) 4 $32.00 $24.00 $20.00 $16.00 $12.00
Color Rates: An additional 30% will be charged for any ad printed in color.
Local Rates: Local Open Rate: Net per column inch - $8
Publishing Dates: Weekly on Wednesdays during fall and spring semesters.
Mechanical: Page Size: 5 columns per 10.25” x 11” page
Columns 1 2 3 4 5
Inches 1.9167" 4" 6.0833” 8.1667" 10.25" (Facebook)
(1) Full Page and (1) ½ Page $360
(1) 3x4 and (1) 2x5 $95
(1) 3x2 and (1) 2x2 $45
Ad Sizes Column Inches Open Rates 3x 6x 9x 12x
Full Page (5x11) 55 $440.00 $330.00 $275.00 $220.00 $165.00
1/2 Page (5x5) 25 $200.00 $150.00 $125.00 $100.00 $75.00
(3x4) 12 $96.00 $72.00 $60.00 $48.00 $36.00
Ad Sizes Column Inches Open Rates 3x 6x 9x 12x
(2x5) 10 $80.00 $60.00 $50.00 $40.00 $30.00
(2x3) 6 $48.00 $36.00 $30.00 $24.00 $18.00
(3x2) 6 $48.00 $36.00 $30.00 $24.00 $18.00
(2x2) 4 $32.00 $24.00 $20.00 $16.00 $12.00
Color Rates: An additional 30% will be charged for any ad printed in color.
Local Rates: Local Open Rate: Net per column inch - $8
Publishing Dates: Weekly on Wednesdays during fall and spring semesters.
Mechanical: Page Size: 5 columns per 10.25” x 11” page
Columns 1 2 3 4 5
Inches 1.9167" 4" 6.0833” 8.1667" 10.25"
REFERENCE
(n.d.).
Retrieved October 21, 2011, from freelance.com:
http://www.freelancer.com/info/howitworks.php
(n.d.).
Retrieved october 21, 2011, from Freelancer.com: http://www.freelancer.com/
(n.d.).
Retrieved october 20, 2011, from Facebook:
http://www.facebook.com/note.php?note_id=131247661115
Jnukie, T.
(n.d.). Google. Retrieved October 20, 2011, from Pakistan.pk:
http://pakistani.pk/pakistan/
Miguel
Barrientos, C. S. (n.d.). Google. Retrieved October 20, 2011, from
Index Mundi: http://www.indexmundi.com/g/g.aspx?v=21000&c=pk&l=en
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