Qanita Zakir

Hafiza Sarah Abdullah

BS(IT)2010

MARKETING PLAN

Contribution
This Marketing Plan is prepared by Hafiza Sarah Abdullah and Qanita Zakir , the students of BS(IT) Batch 2010 and is submitted to
Mrs Sana Hafeez.
The relevant material was searched and analyzed by Hafiza Sarah Abdullah. After analysis the material to be included in this
report/plan was extracted by Qanita Zakir. Hafiza Sarah Abdullah has done proof reading and Qanita Zakir has designed the layout
of the report. In short, there is an equal contribution of each member.

Marketing plan

Contents
1
2
3

Executive Summary ................................................................................................................................................................................................................... 5

The Challenge .............................................................................................................................................................................................................................. 5
Current Marketing Situation ................................................................................................................................................................................................. 6
3.1
Market Description ......................................................................................................................................................................................................... 6
3.2
Product Review ................................................................................................................................................................................................................ 6
3.2.1
Ultra-portable......................................................................................................................................................................................................... 6
3.2.2
Extensive wireless connectivity options........................................................................................................................................................ 6
3.2.3
Business-rugged construction .......................................................................................................................................................................... 6
3.2.4
Environmentally responsible design .............................................................................................................................................................. 7
3.2.5
Reasonable price ................................................................................................................................................................................................... 7
3.2.6
Memory and Graphics ........................................................................................................................................................................................ 7
3.2.7
Voice Recognition ................................................................................................................................................................................................. 7
3.3
Competitive Review ........................................................................................................................................................................................................ 7
3.3.1
HP Pavilion dv4t 1100 .......................................................................................................................................................................................... 7
3.3.2
Toshiba Satellite A305D-S6831 ....................................................................................................................................................................... 7
3.3.3
Dell XPS M1730 ..................................................................................................................................................................................................... 7
3.3.4
Dell Inspiron 1525 ................................................................................................................................................................................................ 7
3.3.5
Sony VAIO Z590UAB.......................................................................................................................................................................................... 8
3.3.6
Sony VAIO FW ...................................................................................................................................................................................................... 8
3.3.7
HP Pavilion dv5tse ............................................................................................................................................................................................... 8
3.3.8
Apple MacBook Pro ............................................................................................................................................................................................. 8
3.3.9
Lenovo ThinkPad T400 ...................................................................................................................................................................................... 8
3.3.10
Toshiba Quosmio F50......................................................................................................................................................................................... 9
3.4
Distribution Review ........................................................................................................................................................................................................ 9
3.4.1
Wholesalers ............................................................................................................................................................................................................. 9
3.4.2
Online Distribution .............................................................................................................................................................................................. 9
4 Strength, Weakness, Opportunities and Threat Analysis ............................................................................................................................................ 9
4.1
Strengths ............................................................................................................................................................................................................................ 9
4.1.1
Innovative product ............................................................................................................................................................................................... 9
4.1.2
Compatibility ......................................................................................................................................................................................................... 10
4.1.3
Pricing...................................................................................................................................................................................................................... 10
4.2
Weakness ........................................................................................................................................................................................................................... 10
4.2.1
Lack of promotional activities......................................................................................................................................................................... 10
4.2.2
Insufficient capital ............................................................................................................................................................................................... 10
4.2.3
Financial weakness regarding tax .................................................................................................................................................................. 10
4.3
Opportunities................................................................................................................................................................................................................... 10
4.3.1
Increasing demand of NOTEBOOK PC ....................................................................................................................................................... 10
4.3.2
Increasing demand of PCs with greater memory and functional graphics ................................................................................... 10
4.3.3
Increasing technical awareness among students and entrepreneurs ............................................................................................... 10
4.4
Threats ............................................................................................................................................................................................................................... 10
4.4.1
Law and order situation in Pakistan ............................................................................................................................................................ 10
4.4.2
Increased competition. ....................................................................................................................................................................................... 10
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Marketing plan

4.4.3
Downward pressure on pricing ..................................................................................................................................................................... 10
4.4.4
Compressed product life cycle ....................................................................................................................................................................... 10
5
Objectives and Issues................................................................................................................................................................................................................ 11
5.1
First-year Objectives....................................................................................................................................................................................................... 11
5.2
Second-year Objectives ................................................................................................................................................................................................. 11
5.3
Issues.................................................................................................................................................................................................................................... 11
6 Marketing Strategy .................................................................................................................................................................................................................... 11
6.1
Positioning ......................................................................................................................................................................................................................... 11
6.2
Product Strategy .............................................................................................................................................................................................................. 11
6.3
Pricing Strategy............................................................................................................................................................................................................... 12
6.4
Distribution Strategy .................................................................................................................................................................................................... 12
6.5
Marketing Communications Strategy ..................................................................................................................................................................... 12
6.6
Marketing Research ....................................................................................................................................................................................................... 12
6.7
Marketing Organization ............................................................................................................................................................................................... 12
7
Action Programs ........................................................................................................................................................................................................................ 12
7.1
December .......................................................................................................................................................................................................................... 12
7.2
January................................................................................................................................................................................................................................ 12
7.3
February............................................................................................................................................................................................................................. 12
7.4
March.................................................................................................................................................................................................................................. 13
7.5
April .................................................................................................................................................................................................................................... 13
7.6
May ...................................................................................................................................................................................................................................... 13
8 Budgets ......................................................................................................................................................................................................................................... 13
9 Controls ........................................................................................................................................................................................................................................ 13
10
Bibliography ...........................................................................................................................................................................................................................14

Marketing plan

1 Executive Summary
TECH ELITES is one of the rapid growing company. It was established in 2006. It is now one of the most successful companies in terms of
professionalism. The main business objectives are to improve quality at a competitive price and customer satisfaction. TECH ELITES has five
type configured item of NOTEBOOK PC in Pakistan, these are W451U-T5600, W451U- T2080, W552U-T2450, W451U and W552U. All of these
NOTEBOOK PCs ensure quality, availability and customer satisfaction. The demand of NOTEBOOK PC is increasing and the demand of Desktop
PC is decreasing day by day. The marketing strategy is based on strong quality of product delight to target market. TECH ELITES will focus on
its availability of product, competitive pricing and greater value than competitors. Our marketing objective is to actively support continuous
growth and profitability through effective implementation of the strategy. TECH ELITES is preparing to launch a new NOTEBOOK product, the
TECH ELITES W651U-T2010, in a maturing market. Despite the dominance of laptop leader Hewlett-Packard, we can compete because our
offering combines exclusive features at a value-added price. We are targeting middle class consumers and business markets, taking advantage of
opportunities indicated by higher demand for easy-to-use, portable NOTEBOOK PCs with greater functionality.

2 The Challenge
The primary marketing objectives of this plan are to achieve first-year market share of 2 percent and unit sales of 4,000 and the primary
financial objectives are to achieve first-year sales revenues of 300 million, keep first-year losses to less than PKR 20 million, and break even early
in the second year.

Marketing plan

3 Current Marketing Situation

TECH ELITES is heading its fourth year of operation in Pakistan. To gain market share in this environment, TECH ELITES must carefully target
specific market segments. Its maintaining quality to its products at a reasonable price. It offers NOTEBOOK PC with various configuration as
well as price. Quality will be key to the development of product and marketing will be key to the development of product awareness and the
growth of the customer base.

3.1 Market Description

TECH ELITES market consists of consumers and business users who need to conveniently store, communicate, and exchange information on the
go. Specific segments being targeted during the first year include professionals, students, corporations, entrepreneurs, and medical users. Table
1.1 shows how the TECH ELITES W651U-T2010 addresses the needs of targeted consumer and business segments. Product proliferation and
increased competition have resulted in lower prices and lower profit margins. Lower prices are helping sales of NOTEBOOK PCs in the lower
end of the consumer market, but at the expense of gross
Margins.

TABLE 1.1 Needs and Corresponding Features/Benefits of TECH ELITES W651U-T2010

Targeted Segment

Customer Need

Corresponding Feature/Benefit

Professionals
(consumer
market)

Stay in touch while on the go

Wireless e-mail to conveniently send and receive messages

from anywhere
Voice recognition for no-hands recording
Compatible with numerous applications and peripherals for
convenient, cost-effective functionality
Different colors and patterns allows users to make a fashion
statement
Compatible with widely available software
Customizable to fit diverse corporate tasks and networks
Wireless access to calendar and address book to easily check
appointments and connect with contacts
Wireless recording and exchange of information to reduce
paperwork and increase productivity

Students
(consumer
market)
Corporate users
(business market)
Entrepreneurs
(business market)
Medical users
(business market)

Record information while on the go

Perform many functions without carrying
multiple gadgets
Express style and individuality
Input and access critical data on the go
Use for proprietary tasks
Organize and access contacts, schedule details
Update, access, and exchange medical records

3.2 Product Review

3.2.1

Ultra-portable

Compact, lightweight design with a 12.1-inch diagonal LED display starts at only 3.38 lb

3.2.2

Extensive wireless connectivity options

Wi-Fi CERTIFIED WLAN and Bluetooth

3.2.3

Business-rugged construction

Meets tough military standards (MIL-STD 810G) for vibration, dust, humidity, altitude and extreme temperatures
The full-size, spill-resistant keyboard with drains protects the system board from minor spills, while TECH ELITES DuraKeys keep your
keyboard looking newer, longer
Travel confidently with the magnesium-alloy casing, hardened-steel pin axels and scratch-resistant TECH ELITES DuraFinish.
Automatically protect hard-drive data from drops and sudden impact with TECH ELITES 3D DriveGuard
Security and convenience
Centrally manage security policy with the latest TECH ELITES ProtectTools mobile PC security infrastructure solution.Access e-mail,
calendars, contacts and websites without waiting to boot up using TECH ELITES QuickLook 3 and TECH ELITES QuickWeb

Marketing plan

3.2.4

Environmentally responsible design

The the TECH ELITES W651U-T2010 is made with a minimum of 12% recycled plastic.

3.2.5

Reasonable price

First-year sales revenues are projected to be PKR 100 million, based on sales of 4,000 TECH ELITES W651U-T2010 units at a wholesale
price of 80,000 each.
During the second year, we plan to introduce the TECH ELITES 2W651U-T2010 as a higher-end product with the following standard
features:
Global positioning system for identifying locations, obtaining directions
Built-in web camera
Translation capabilities to translate Urdu text as English text (other languages to be offered as add-on options)

3.2.6

Memory and Graphics

We are providing laptops with 500 GB hard disk , a processor of Intel Core 2 Duo 2.80 GHz, 3 GB DDR2 and SDRAMNvidia GeForce
9700M GTS graphics adapters.

3.2.7

Voice Recognition

Our licensing arrangement with Cellport Systems allows us to provide the exclusive feature of voice recognition for hands-off
operation.

3.3 Competitive Review

Increased entry of established computer companies has pressured industry participants to continually add features and cut prices. Key
competitors include:

3.3.1

HP Pavilion dv4t 1100

Processor : Intel Core 2 Duo 2.80 GHz

RAM : 4 GB DDR2
NVIDIA GeForce Go graphics available
400GB HD
and 14.1 diagonal WXGA High-Definition Widescreen Display
OS:Windows Vista Home Premium

Price
$1,794.99 from hp (PKR 1,53,287)

3.3.2

Toshiba Satellite A305D-S6831

Processor : Turion 64 X2 TL-64 2.2 GHz - 15.4 TFT AMD

RAM : 3 GB DDR II SDRAM
Weight : 6 lbs
Display : 15.4 in TFT active matrix
OS : Microsoft Windows Vista Home Premium

Price
$1399 from Amazon.com (PKR 1,19,470.50)

3.3.3

Dell XPS M1730

Processor : Intel Core 2 Extreme (2.8 GHz)

RAM : 2 GB DDR II SDRAM
Weight : 10.6 lbs
Display : 17 in TFT active matrix
OS : Microsoft Windows Vista Ultimate

Price
$3373 from Dell (PKR 2,88,044.50)

3.3.4

Dell Inspiron 1525

Processor : Intel Core 2 Duo (2.0 GHz), 2.0 GHz

Marketing plan

Hard Disk : 320GB HDD

RAM : 3 GB DDR2 SDRAM
Display : 15.4 inches
OS : Microsoft Windows Vista Businss Bonus

Price
$1150 from Dell (PKR 98,206.66)

3.3.5

Sony VAIO Z590UAB

Processor : Intel Core 2 Duo (2.53 GHz)

RAM : 4 GB DDR3 SDRAM
Weight : 3.5 lbs
Display : 13.1 in TFT active matrix,
OS : Microsoft Windows Vista Ultimate

Price
$3349 from Sony (PKR 2,85,995)

3.3.6

Sony VAIO FW

Processor : Intel Core 2 Duo T9550

RAM : 2.66GHz 4GB RAM
Hard Disk : 128GB SSD
OS : Vista Ultimate 64-Bit
Display : 16.4 inches
Blu-Ray option

Price
$1899 frrom jr.com (PKR 1,62,169.08)

3.3.7

HP Pavilion dv5tse

Processor : Intel Core 2 Duo Processor 2.80 GHz

RAM : 3GB
Hard Disk : 500 GB
Display : 15.4 diagonal WXGA BrightView Widescreen
Graphics : NVIDIA GeForce Go graphics available
OS : Windows Vista Home Premium

Price
$1,539.99 (PKR 1,31,510.675)

3.3.8

Apple MacBook Pro

Nvidia 8600 graphics card

Leopard Mac OS X
Intel Core Duo (2 GHz)
1 GB DDR2 SDRAM
5.5 lbs
15.4 in TFT active matrix

Price
$2,474 from Amazon.com (PKR 2,11,272.5)

3.3.9

Lenovo ThinkPad T400

Processor : Intel Core 2 Duo (2.8 GHz)

RAM : 2 GB DDR3 SDRAM
Weight : 5.3 lbs
Display : 14.1 in TFT active matrix
OS : Microsoft Windows Vista Business

Price
Price: $2,239 from PC Connection (PKR 1,91,204.10)

Marketing plan

3.3.10

Toshiba Quosmio F50

Processor : Intel Core 2 Duo P8400 at 2.26 GHz

Chipset : Intel PM45 Memory : 3GB DDR2
HDD : 320GB
Optical Device : DVD+-RW
Graphic Adapter : Nvidia GeForce 9700M GTS
Screen : 1280800
Connectors : 4xUSB, VGA, HDMI, Express card, eSATA, FireWire, Bluetooth, Wireless 802.11b/g, card reader
Weight : 3.3kg

Despite this strong competition, TECH ELITES W651U-T2010 can carve out a definite image and gain recognition among the targeted segments.
Our licensing arrangement with Cellport Systems allows us to provide the exclusive feature of voice recognition for hands-off operation, a
critical point of differentiation for competitive advantage. We are providing highly configured laptops at an extremely low price i.e 80,000
Processor : Intel Core 2 Duo 2.80 GHz
RAM : 3 GB DDR2 SDRAM
Display : 12.1 inches
Hard Disk : 500 GB
Weight : 3.38lb
Optical Device : DVD+-RW
Graphic Adapter : Nvidia GeForce 9700M GTS
Connectors : 4xUSB, VGA, HDMI, Express card, eSATA, FireWire, Bluetooth, Wireless 802.11b/g, card reader
OS:Windows Vista Home Premium

3.4 Distribution Review

TECH ELITES products will be distributed through a network of selected store and nonstore
retailers in the top 50 markets in karachi. Among the most important channel partners
being contacted are:

3.4.1

Wholesalers

Consumers will be able to buy our NOTEBOOK PC from wholesalers in UNI PLAZA at I.I. Chandrigarh Road and at Regal Cenima in
Sadar.

3.4.2

Online Distribution

Our own website will provide information about TECH ELITES products but we will advertise our products on other websites as well.
The world wide recognized online retailer i.e Amazon.com will also provide our products. Although distribution will initially be
restricted to the Pakistan, we plan to expand into Afghanistan, India and beyond, according to demand. We will emphasize trade sales
promotion in the first year.

4 Strength, Weakness, Opportunities and Threat Analysis

TECH ELITES has several powerful strengths on which to build, but our major weakness is lack of brand awareness and image. The major
opportunity is growing demand for highly configured NOTEBOOK PCs that deliver more benefits in light weight casing. We also face the threat
of ever-higher competition and downward pressure on pricing. Table A1.3 summarizes the main strengths, weaknesses, opportunities, and threats
facing TECH ELITES. The following SOWT analysis captures the key strength and weakness within the company, and describes the opportunities
and threats facing TECH ELITES.

4.1 Strengths
TECH ELITES can build on three important strengths:

4.1.1

Innovative product

The TECH ELITES W651U-T2010 includes a voice-recognition system that simplifies usage and allows hands-free operation.

Marketing plan

4.1.2

Compatibility

TECH ELITES W651U-T2010 can work with the hundreds of peripherals and applications currently available.

4.1.3

Pricing

Our product is priced lower than competing multifunction modelsall of which lack voice recognitionwhich gives us an edge with
price-conscious customers.

4.2 Weakness
4.2.1

Lack of promotional activities

As a start-up, TECH ELITES has not yet established a brand or image in the marketplace, whereas Hewlett-Packard and other rivals
have strong brand recognition. This is an area we will address with promotion.

4.2.2

Insufficient capital

Due to political crises in Pakistan, investors are drawing their shares back. At present the major shareholders are the CEO of Tech
Elites and the social workers who want to promote technology in Pakistan.

4.2.3

Financial weakness regarding tax

The company has to pay tax of 39% where as incorporate dividend tax ranges from 5% to 15% and direct taxes on salaries, business,
capital gains are must.

4.3 Opportunities
4.3.1

Increasing demand of NOTEBOOK PC

The entrepreneurs who want to stay in touch while on the go need portable and light weight computers and TECH ELITES is
providing 3.38lb highly configured NOTEBOOK PCs.

4.3.2

Increasing demand of PCs with greater memory and functional graphics

The students and professionals always need high memory and graphics card for all the softwares and applications. This is a major
opportunity for TECH ELITES to capture greater customers value.

4.3.3

Increasing technical awareness among students and entrepreneurs

Now computer has become the part and parcel of each students life. If an entrepreneurs want to succeed, expand the business or
store data the TECH ELITES NOTEBOOK PC will be the best choice.

4.4 Threats
4.4.1

Law and order situation in Pakistan

The law and order situation in Pakistan and particularly in Karachi is getting worst day by day and strikes are common.

4.4.2

Increased competition.

More companies are entering the laptop market with models that offer some but not all of the features and benefits provided by TECH
ELITES NOTEBOOK PCs. Therefore, TECH ELITES marketing communications must stress our clear differentiation and value-added
pricing.

4.4.3

Downward pressure on pricing

Increased competition and market-share strategies are pushing NOTEBOOK PCs prices down. Still, our objective of seeking a 10%
profit on second-year sales of the original model is realistic, given the lower margins in the PDA market.

4.4.4

Compressed product life cycle

NOTEBOOK PCs seem to be reaching the maturity stage of their life cycle more quickly than earlier technology products. We have
contingency plans to keep sales growing by adding new features, targeting additional segments, and adjusting prices.

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Marketing plan

5 Objectives and Issues

We have set aggressive but achievable objectives for the first and second years of market entry.

5.1 First-year Objectives

During the TECH ELITES W651U-T2010s initial year on the market, we are aiming for a 2 percent share
of the laptop market of Karachi through unit sales volume of 4,000.

5.2 Second-year Objectives

Our second-year objectives are to achieve a 6 percent share based on sales of two models and to achieve break-even early in this period.

5.3 Issues
One major issue is our ability to establish a well-regarded brand name linked to a meaningful positioning. We will have to invest heavily in
marketing to create a memorable and distinctive brand image projecting innovation, quality, and value. We also must measure awareness and
response so we can adjust our marketing efforts if necessary.

6 Marketing Strategy
TECH ELITES marketing strategy is based on a positioning of product differentiation. Our primary consumer target is middle- to upper-income
professionals who need one portable device to save and run heavy applications. Our secondary consumer target is high school, college, and
graduate students who need a portable device to play games and chat with their friends. This segment can be described demographically by age
(1630)
and education status. Our primary business target is mid- to large-sized corporations that want to help
their managers and employees stay in touch and input or access critical data on the go. This segment consists of companies with more than PKR
250 million in annual sales and more than 100 employees. A secondary business target is entrepreneurs and small business owners. We are also
targeting medical users who want to reduce paperwork and update or access patients medical records. Each of the four marketing-mix strategies
conveys
TECH
ELITES
differentiation
to
the
target
market
segments
identified
above.
To keep Increasing market share and revenues we need to build and sell products cheaper and more efficiently than our competitors. With HP,
IBM and Lenovo adopting profitable techniques and selling their products cheaper we are forced to adopt new techniques to its strategy to gain
their market share back.

6.1 Positioning
Using product differentiation, we are positioning the TECH ELITES NOTEBOOK PC as the most versatile, convenient, value-added model for
personal and professional use. The marketing strategy will focus on the extensive wireless connectivity options, business-rugged and
environmentally responsible design and voice-recognition system as the main feature differentiating the TECH ELITES W651U-T2010. The
position will be achieved by quality product, competitive price, and according to consumers demand and delight.

6.2 Product Strategy

The TECH ELITES W651U-T2010, including all the features described in the earlier Product Review section, will be sold with a one-year
warranty. We will introduce a more compact, powerful high-end model (the TECH ELITES 2W651U-T2010 during the following year, with
greater functionality and other features. Building the TECH ELITES brand is an integral part of our product strategy. The brand and logo (figure
1.2) will be displayed on the product and its packaging, and reinforced by its prominence in the introductory marketing campaign.

Figure 1.2

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Marketing plan

6.3 Pricing Strategy

The TECH ELITES W651U-T2010 will be introduced at PKR 80,000 wholesale/ PKR 100,000 estimated retail price per unit. We expect to lower
the price of this first model when we expand the product line by launching the TECH ELITES 2W651U-T2010, to be priced at PKR 100,000
wholesale per unit. These prices reflect a strategy of
Attracting desirable channel partners
Taking market share from HP, IBM, Lenovo etc

6.4 Distribution Strategy

Our channel strategy is to use selective distribution to have TECH ELITES NOTEBOOK PCs sold through well-known stores and online retailers.
During the first year, we will add channel partners until we have coverage in all major markets of Pakistan and the product is included in the
major electronics catalogs and Web sites. We will also investigate distribution through cell-phone outlets. In support of our channel partners,
TECH ELITES will provide demonstration products, detailed specification handouts, and full-color photos and displays featuring the product. We
will also arrange special trade terms for retailers that place volume orders.

6.5 Marketing Communications Strategy

By integrating all messages in all media, we will reinforce the brand name and the main points of product differentiation. Research about media
consumption patterns will help our advertising agency choose appropriate media and timing to reach prospects before and during product
introduction. Thereafter, advertising will appear on a pulsing basis to maintain brand awareness and communicate various differentiation
messages. The agency will also coordinate public relations efforts to build the TECH ELITES brand and support the differentiation message. To
attract market attention and encourage purchasing, we will offer as a limited-time premium a leather carry-case. To attract, retain, and motivate
channel partners for a push strategy, we will use trade sales promotions and personal selling to channel partners. TECH ELITES facebook page
will also communicate with consumers. Until the TECH ELITES brand has been established, our communications will encourage purchases
through channel partners rather than from our Web site.

6.6 Marketing Research

Using research, we are identifying the specific features and benefits that our target market segments value. Feedback from market tests, surveys,
and focus groups will help us develop the TECH ELITES 2W651U-T2010. We are also measuring and analyzing customers attitudes toward
competing brands and products. Brand awareness research will help us determine the effectiveness and efficiency of our messages and media.
Finally, we will use customer satisfaction studies to gauge market reaction.

6.7 Marketing Organization

TECH ELITES chief marketing officer, Ali Jahanzeb, holds overall responsibility for marketing strategy and direction. TECH ELITES has hired
Worldwide Marketing to handle national sales campaigns, trade and consumer sales promotions, and public relations efforts.

7 Action Programs
The TECH ELITES W651U-T2010 will be introduced in January. Following are summaries of the action programs we will use during the first six
months of next year to achieve our stated objectives.

7.1 December
We will initiate a PKR 200,000 trade sales promotion campaign to educate dealers and generate excitement for the product launch in January.
We will exhibit at the major consumer electronics trade shows and provide samples to selected product reviewers, opinion leaders, and
celebrities as part of our public relations strategy. Our training staff will work with sales personnel at major retail chains to explain the TECH
ELITES W651U-T2010s features, benefits, and competitive advantages.

7.2 January
We will start an integrated print/radio/Internet campaign targeting professionals and consumers. The campaign will show how quickly TECH
ELITES NOTEBOOK PC users can accomplish tasks. This multimedia campaign will be supported by point-of-sale signage as well as online-only
specials.

7.3 February
As the multimedia advertising campaign continues, we will add consumer sales promotion tactics such giving away leather carry-cases as a
premium. We will also distribute new point-of-purchase displays to support our retailers.

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Marketing plan

7.4 March
We will hold a trade sales contest offering prizes for the salesperson and retail organization that sells the most TECH ELITES NOTEBOOK PCs
during the 4-week period.

7.5 April
We plan to roll out a new national advertising campaign this month. The radio ads will feature celebrities. The print ads will show these
celebrities holding their TECH ELITES NOTEBOOK PCs.

7.6 May
Our radio campaign will add a new voice-over tag line promoting the TECH ELITES W651U-T2010 as a graduation gift. We will also exhibit at
the semiannual electronics trade show and provide channel partners with new competitive comparison handouts as a sales aid. In addition, we
will tally and analyze the results of customer satisfaction surveys for use in future promotions and to provide feedback for product and
marketing activities.

8 Budgets
Total first-year sales revenue for the TECH ELITES W651U-T2010 is projected at PKR 300 million, with an average wholesale price of PKR
80,000 per unit and variable cost per unit of PKR 60,000 for unit sales volume of 4,000. We anticipate a first-year loss of up to PKR 20 million
on the TECH ELITES W651U-T2010 model. Break-even calculations indicate that the TECH ELITES W651U-T2010 will become profitable after the
sales volume exceeds 5000, early in the products second year. Our break-even
analysis of TECH ELITES first PDA product assumes per-unit wholesale revenue of PKR 80,000 per unit, variable cost of PKR 60,000 per unit,
and estimated first-year fixed costs of PKR 100,000,000. Based on these assumptions, the break-even calculation is:
PKR 100,000,000
= 5000 units
PKR 80,000 PKR 60,000

9 Controls
We are planning tight control measures to closely monitor quality and customer service satisfaction. This will enable us to react very quickly in
correcting any problems that may occur. Other early warning signals that will be monitored for signs of deviation from the plan include monthly
sales (by segment and channel) and monthly expenses.

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Marketing plan

10 Bibliography
http://www.google.com.pk/
http://www.scribd.com/
http://marketing.about.com/
http://www.bizmove.com/
http://www.ehow.com/
http://www.knowthis.com/
Principles of Marketing by Philips Kotler

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Marketing plan