Advertising Assignment

Submitted to: Mr. Uday Shankar

Submitted by: Abhinav Mathur Roll No: 201 Batch: 2010-12

Contents
Introduction Mission Vision Values Objectives SWOT Analysis Products Services Target Market Budget Allocation Evaluation Plan Back-Up Plan

Introduction

Welcome to A to Z Computer Solutions. We are a premier provider of computer repairs and servicing. Our goal is to provide you the very best in products and to offer fixed price repairs plus parts. Our quality control standards are high. Our personnel are among the best. Our goal is always to deliver solutions to your problems. Your satisfaction is of paramount importance to us. A to Z Computer solutions has been serving the technological needs of MNCs, schools, and residents throughout India since 2001. We specialize in New and Used Computers, Computer Upgrades and Repairs, Network Installation and Support, Software Selection and Support, Voice and Data Cabling, as well as Web Hosting, Data Recovery and Virus / Malware removal. Vision In todays world of computer technology, individuals and companies need to depend on a fast reliable service. A to Z Computer solutions offers a full range of IT solutions to meet your entire home and business needs. Our highly experienced staffs are available when you need them and our rates are extremely competitive. Mission We are working on a No Fix = No Fee basis, so there is no need to worry about that "unexpected bill" as no charges are made unless authorised prior to repair. Our goal is to provide you with a courteous, expedient & professional service to get the job done to your complete satisfaction. Values Customer Delight A commitment to surpassing our customer expectations. Integrity and Transparency A commitment to be ethical, sincere and open in the dealings. Pursuit of Excellence A commitment to strive relentlessly, to constantly improve ourselves, our teams, our services and products so as to become the best.

Objectives To achieve the target of Rs 50 Crores Additional in the Last Quarter of the financial year. To create excitement in the market To maintain momentum throughout the next three months.

SWOT Analysis Strengths: Building direct relationships with customers. Offering Competitive Prices. Best service providing company Service centres are available throughout the country. Providing 24 hours online technical support.

Weaknesses: Lack of trained professionals. Technological advancements lead to the input cost. Lack of Quality Service Opportunities: We can target to 2-tier and 3-tier cities as they are not much focussed till now. So, we can utilise this opportunity to increase our market share. Due to the increase use of internet, there is also a possibility of damage to the Hardware and software of the workstation. So, we can provide additional new features as a security. No company provide hardware replacement after one year. We can extend this facility as a gross period of 3 months. Threats: Intense Competition from other AMC dealers. New entrants to the market pose potential threats. Trained professionals leave the job for the better offers. Products

Business Class Workstations Entry Level Workstations Gaming Machines Laptops, and Net books

Services Offering A to Z computer solutions is all about service. And we bring this service to you. We offer on-site service. Many repairs can be made without removing your computer from your office. We offer pickup and delivery including unwiring, rewiring and commissioning of serviced computers. We offer consulting and software support. We are here to help you make your business computers run smoothly and efficiently.

Common Services

Free Diagnostics Hardware Diagnostics and Replacement Troubleshooting Virus Removal Data Recovery Power Supply Offline System Restore Laptop Screen Repair Laptop Key/Keyboard Repair

Target Market The main target markets for the Annual Maintenance Contract are: Home Users Colleges Corporate

Market Segmentation: Geographic Metropolitan cities are the main focus areas where we can generate maximum revenues and we have to target Tier-2 and Tier-3 cities also.

Demographic Age: 15-60 years Gender: M/F Income: Above Rs. 20,000 Occupation: Student/Software professional/Home user Education: Graduates, Post-Graduates.

Budget Allocation Total Budget is Rs. 5 Crores to achieve the target. For an individual User, the Annual Maintenance Contract (AMC) is Rs. 1250. In the month of January, as we just start promoting the brand, we are targeting 10 Crores in which 8 Crores from Crores, 1.5 Crores from colleges and 50 lacs from home users. In the month of February, we are targeting 15 Crores in which 12 Crores from Crores, 2 Crores from colleges and One Crore from home users. In the month of March, we are targeting 25 Crores in which 20 Crores from Crores, 3 Crores from colleges and 2 Crores from home users.

Strategy to reach the Target market: Estimate of Rs. Two Crore on Advertising through TVCs such as news channel which has a dedicate program on latest technologies. We can advertise on FM channels to promote the product. Estimate of 50 lacs to conduct various Events or Promotions such as Quiz, Presentation contests in educational institutions, road shows etc. It helps in promoting the services and benefits of availing the services at the affordable cost. Estimate of 75 lacs for Out of Home Advertising which includes hoardings, banners and shopping bags, in shop TV throughout the country. Estimate of 75 lacs at the Point of Purchase, posters, streamers, wobblers, bags. We can also use internet for the promotion. Commissions are there for the retailers to create awareness among the buyers and sell the product to them.

Evaluation Plan For the target evaluation, After every fortnight, we check the progress of the product. How many new customers are added? How many existing customers renewed their AMC contracts? We take feedback of the service, so that we can improve our services according to the requirement.

If the target is failed to reach, we will implement the backup plan for the product.

Back-Up Plan If we are failed to reach the target, there is an allocation of Rs. One crore as a backup Budget. We will launch new promotional schemes to attract more customers. For creating awareness, we use newspapers such as Dainik Bhaskar, Times of India and other vernacular to promote the schemes.