Strategic Marketing

Company: Advertising agency

Class Section: A

Group Members

Imran Khan L1S07MBAM2016

Abdullah Khan L1S07MBAM2004

Hamza Ajmal L1S07MBAM0042

University of Central Punjab

ADVISION (Pvt.) Ltd.

Your dreams…our ideas

Vision Statement

“To claim as the best marketing firm in Pakistan, dedicated to serve our clients with creative solutions and innovative ideas through intensity, integrity and intelligence.”

Mission Statement

Our mission is:

….To be Pakistan’s leading marketing firm which provides creative solutions coupled with innovative ideas to the clients.

….To be associated with our clients as their ‘marketing partner’ by helping them achieve their marketing objectives.

….To obtain and sustain distinct competence through efficacy of our customer service and enthusiasm towards our vision.

….To be recognized as the firm which inspires creativity, sparks innovation and encourages talent.

….To promote rewarding, encouraging, motivating environment in which we can accomplish our mission.

Positioning

“To give your vision a route to success with creative solutions and innovative ideas in a cost effective manner”

Objectives

As no company can survive without financial resources and without enjoying any profit, so we too seek to enjoy a handsome profit out of our services.

To be known to our clients as a firm providing cost effective yet innovative marketing solutions.

As the advertising market has already been saturated by many marketing companies so our primary objective is to introduce ourselves to the businessmen and obtain competitive place in market.

To appear as a market challenger with creative solutions and innovative ideas.

To maintain friendly relations with our clients by satisfying them with effective marketing solutions.

To reach our clients through effective promotions.

To do practices those are acceptable under the rules and regulations of PAA and government of Pakistan.

SWOT Analysis

Strengths

Cost effectiveness Second ad agency in Pakistan to introduce;

o Mobile billboardso Mobile tri-vision o Mobile video billboards

Creative staff Public relations Skilled and efficient labors

Weaknesses

Capital constraints New entrant Limited resources Less client holdings

Opportunities

Marketing boom Flourishing industry New Brands emerging in the market Businesses realizing marketing needs for their products/services Customers becoming more educated and conscious about what

they consume.

Threats

Intense competition

Multiple market leaders Government rules & regulations Political instability Natural calamities Religious rigidity Compliance to PAA

Customers Analysis

Business organizations always want cost effective, innovative services Correlated with their market approach, capable of achieving their market and organizational goals.

Every business now has marketing needs because without marketing it products or services a business cannot survive in the market or cannot sustain its existence.

Some large companies have their own marketing department that performs all kinds of marketing activities of the company but those businesses which do not have their own marketing department hire some advertising agency in order to advertise and promote their product or service.

Companies spend heavily on advertising in order to keep going in competition.

In order to analyze their spending behavior we can have these questions;

o Why they spend?o When they spend?o How they spend?o What they spend?o Where they spend?

Why they spend?Every business wants to be known to its target market in order to stay in competition and ultimately to earn profit, that is “why they spend”When they spend?Businesses continue to spend on advertising but there are some times when the spend more as compared to normal, in Pakistan they accelerate their spending on several traditional and religious occasions running different seasonal campaigns for instance;

o Eid dayso Jashn-e-baharano Ramazan Karimo others

The ice cream manufacturers spend more in summer as compared to winter so do the home appliances manufacturers for some products like air conditioners, fridge, and deep freezers and other cooling products.

How they spend?They hire advertising agencies and other marketing firms to advertise and promote their products and services.

What and where they spend?As for what and where they spend, we have some facts and figure (provided by GALLUP and compiled by AURORA) that clearly show that what amount they spend and where do they spend this amount on promotion of there products.As for marketing their products there are there major areas of advertising where they spend.

o Print Mediao Outdooro Televisiono Radio

Following figures show the advertising spend by different companies in Pakistan on above mentioned areas. Top 10 product categories Advertised in Print Media

Category %ShareClassified Advertising 20Telephone/Mobile Communications 9Real Estates 9Job Opportunities/Notices 7Banks 7TV& Radio Stations 6Educational Institutes 6Cinema 2Automobiles 1Magazines 1

Others 32Total 100 Top 10 Companies that advertised in Print mediaCompany %shareMobilink 5Ufone 4Telenor Pakistan 3LG Electronics 3Noor Villas 3Al Nahayan Enterprise 3Pak Suzuki Motor Company 3Nokia Corporation 2Unilever Pakistan 2United Bank of Pakistan 2Others 70….This data shows that what company invests more than anyone on print media like in newspaper and magazines etc that also shows which area of business to target which means that which sector of business in spending more on advertising.

Top 10 product categories advertised on TV

Category %shareTelephone/Mobile communications 23Milk & Dairy Products 5Carbonated Soft Drinks 5Shampoos 4Banks 4Tea 3Biscuits 3Beauty Creams/Lotions/Face Wash 3Toothpastes 2Detergents 2Others 46Total 100

Top 10 Companies that advertised on TVCompany %shareUnilever Pakistan 10

Mobilink 6PTCL 5Pepsi Cola International 4P&G Pakistan 4Telenor Pakistan 4Nestle Pakistan 2Warid Telecom 2Colgate Palmolive Pakistan 2Coca-Cola 2Others 59Total 100

….That shows that which company spends more on TV ads and commercials and which does not spend much on TV.

Ad spend on Radio StationsStation Rs (mn) %shareFM 100 95 15FM 89 93 15Radio Pakistan 85 14FM 101 69 11FM 106.2 3 10FM 107 60 10FM 91 48 8FM 103 36 6Others 65 11Total 614 100

Total Advertising SpendRs (billions) %share

TV 10.55 46Print 7.46 33Outdoor 2.6 11Direct Marketing 1.6 7Radio 0.55 3Total 22.76 100

….That shows how much money is spent on each of the radio stations for advertising.Above listed data helps us analyze our target market and making plan which sector of business to focus.

That also shows that client businesses are willing to spend in advertising and encouraging new entrants.

Competitors Analysis

Competitors play an important role in determining intensity of competition in an efficient market.We have various direct competitors who threat our entry and survival in the market; some of them are listed below;

Orient McCann Erickson JWT Pakistan Ads Plus Marketing Solution Synergy Advertising (Pvt.) Ltd RG Blue Communications Ad Group (Pvt.) Ltd. Interflow Communications AdCom (Pvt.) Ltd. Blaze Advertising Blitz Advertising (Pvt.) Ltd. Bond Advertising Coral Communication (Pvt.) Ltd Hawk Advert. & Communication Consultants Global Advertising Agency Time Communications Xtra Vision Trends Advertising (Pvt.) Ltd

Strengths of Our Competitors;

Following are the strengths that our competitors have in the market

Saturation of the market Cost advantage over new entrants Financially strong firms Better personal relations Greater access to clients Having better “SITES” for outdoor advertising Better client holding than new entrants Bearing handsome market share Ability to bear losses in short term if new firm enters Client satisfaction

Weaknesses:Following are the weaknesses that our competitors have and that can also be the opportunities for us and any other new entrant.

Lack of innovation Traditional methods of advertising They do not advertise their agencies on;

o Radio o Television

SegmentationBasically our target market is all the business operating in Pakistan but for convenience we divide it into following segments.

o Banks o Telecom companies o FMCG’so Media (radio and TV channels)o Political Parties( in election period)o Others services providers

Any small or medium sized company or a business company spending Rs 5 million and more on its advertising.

Marketing mix

1.ProductAt Advision we mainly deal in two categories of marketing solutions.

ATL (Above the line marketing)/Creative BTL (Below the line marketing)/Outdoor

ATL/Creative

As ATL involves creativity and designing so we provide following kind of solutions for above the line marketing.

POS (Point of sale)

For pos we design and create following;

FlyerA single page leaflet with graphical designs to reach your brand audience.

Buntings Colorful buntings with brand names printed on them usually on sales points. Make your sale points more attractive with buntings with exciting designs we offer.

X. StandA stand like X shape showing the message you want to deliver.

Poster

Pages displayed on the walls of sales points making people see and think about the brand they are buying.

Signboard

o Pole sign

o Hanging flag

BrochuresCreatively designed brochures and business cards for business meetings and personal sales offices

2. Giveaways

Key chains

Mugs

Glasses

Clocks

T- Shirts

Caps

Calendars

BTL/Outdoor

Outdoor advertising has always been good medium to convey brand messages to the mass audience. Through outdoor advertising you can reach your brand audience more than any of the medium of advertising, in outdoor advertising we offer;

BillboardsNo matter if TV channels are changed and radio turned off our outdoor billboards are here to deliver your brand message and captivating the attention of your brand audience while carrying your campaign. We ensure that your message reaches over three million people per month.The billboards are further divided into two main categories.

o Permanent billboards

o Rotary billboards

In permanent billboard, we offer permanent location of billboard with permanent structure, and in rotary billboards we penetrate different market with same displays.

BillboardsSerial No. Size Site category view1 20*60 A, B+, A+, B Single/Dual2 30*90 A, A+, B+, b Single/Dual3 90*30 A, B+, B Single 4 70*7 A, B , B+ Single/Dual

14*48 B+, B Single/Dual

Mobile billboards

Why mobile billboards?According to an independent survey conducted by GALLUP following results were found about mobile billboard advertising.

o 91% of people notice ads shown on the sides of vans.o 35% said that they would look closely at such adso 91% of respondents could recall the advertisement days

later.

What we offer?The billboards have now transformed into roaming billboards. We offer mobile billboards with our van carrying your message wherever you want from designated routes we offer. Our vans are well capable of driving more than 800 miles a week ensuring that more and more customers get to watch the ads.

Mobile tri-vision

Mobile video billboards

By using mobile trivision and mobile video billboards the customers not only watch the ads but also get the message delivered by you.

Services offered by ADvision also include:

o Advertising campaign operationso Fuelo Tollso Uniformed drivers (client supplied)o Product or literature distribution (additional charges apply)o Illuminated Billboardso Route scheduling (routes determined by client)

Event management Transit ads Wallscapes

Banners

StreamersUsually used in campaigns and at the time of launching a new product. It also helps in outdoor marketing, reaching more and more people.

Bus shelters

Advertising displayed on bus shelter at different bus stops in different locations. Also a medium in outdoor advertising.

2. PricePrices have always been a point of discussion and negotiation among advertising firms and its clients. As discussed in our mission and vision statements we will be providing cost effective services to our clients that means that the prices of our services will be quite lower than the other advertising agencies operating in Pakistan.

CreativeFor our creative services we charge affordable prices that includes;

Advision fee structure

Designation % of time on account Total cost to the client(Rs)

Creative director 50 250,000Art director 50 90,000Copywriter 1 50 34,000Copywriter 2 50 42,500Visualizer 1 50 41,500Visualizer 2 50 40,600Visualizer 3 50 33,475Visualizer 4 50 30,000

Total cost per month 562075Note: all the prices are subject to change with the size and specifications of creative material used. And all out of pocket expenses will be charged at actual with pre-approval of client in both.

OutdoorOutdoor cost will be charged as per following;

-: Billboards:-The costs for billboards depend on the following factors:

Size of billboard Location Billboard type (i.e. rotary , permanent) Period of display View type (single/dual)

All the prices are offered keeping these factors in mind and all these prices are negotiable and may change according to the services provided.

-: Mobile Billboards:-For a standard route we offer following prices

Length of contract Rates Discounted rates for repeat customers

3 days 18,000/day

17500/day

10 days 16,500/day

16,000/day

30 days 16,000/day

15,500/day

2 months Negotiable

Negotiable

6 months Negotiable

negotiable

Note: Campaign rates may also vary in accordance with geographical

locations Fees or special permits may apply Production costs vary according to your graphic requirements.

We will receive your graphic designs electronically and will have them produced to the specifications requirements at our production facility

Multiple-vehicle campaign contracts may be qualified for a 10% discount rate.

3. Place/distributionFor distribution of our services we got office in these cities of Pakistan;

Lahore Karachi Faisalabad

4. Promotion

For promotion, we will be using only print media and outdoor advertising. We will publish our advertisement in popular newspapers and magazines of Lahore and Karachi like;

Newspapers

Dawn Daily times Express The News

Magazines

Aurora Time Magazine Synergyzer visage

Outdoor

Your dreams…our ideas!

Contact us0322-463623103214927989

Your dreams…our ideas!

Contact us0322-46362310321-4927989

5. People

People at ADvision comprise of:

o creative directoro creative managero copywriterso Visualizerso Skilled laborso Graphic designerso Uniformed Driverso Other staff

Recruitment and selection:People at ADvision are recruited as per the requirements of the campaigns. Keeping in mind all the campaign which run these days the staff is recruited and directed to the requirements of such campaigns.

Your dreams…our

6. ProcessFor creativeFor creative our process flows as follows.

Introduction of our services to the client

Client briefing about product/service

Brief discussion with creative director

Media work begins

Creative work begins

Proposal presented to the client

Discussion with brand team

Client’s approval

Printing and output presented to the client

Final display of ad campaign

7. Physical Evidence

Corporate office. E & F Block Ground, Model Town Lahore

Printers at work

Our mobile van.