The marketing plan

Badar Noor
Roll No. 1
The Marketing Plan

Why businesses fail

Real problems
Major Marketing Issues
• Identifying the customers
• Defining the right product or service to meet customers
needs
• Pricing
• Distribution
• promotion
 The Marketing Plan

Need of marketing plan

• Assist the entrepreneur in monitoring critical short term
goals, objectives and marketing strategies.
• Alert the entrepreneur to make necessary changes in those
strategies to avoid long-term failure.
• Help in effectively targeting and positioning the new
venture's product or service in a competitive environment.
The Marketing Plan

JAVA FOOD
Case study
Case study JAVA FOODS

Javed Akhtar
(owner of java food)

commerce
Case study JAVA FOODS

orkkiin
Wor errss is
ng for othe
ng
diin Own
verryy rewar
nott ve
no ard
business

Got a job in a dairy industry as

Assistant manager
 Case study JAVA FOODS
Dry milk powder

Best
marketable
products

Market study
BCase study JAVA FOODS
Acquired detailed knowledge of the
Discussed product
with
production
manager Worked with
shift
supervisors
Case
Casestudy
study JAVA
JAVAFOODS
FOODS

Feasibility study of dry milk powder plant

Is it viable? Financial resources

Identified required resources • Enchased insurance policy
• Pledged house for 3 million rupees
• Got loan of 3 million rupees
• got settlement dues from the company
 Case study JAVA FOODS

Plant Start Production : 1986

Business Name : Java Food

Brand Name : Khalis Dhood

Location : Site Area Of Karachi
Distribution Network: Expended to the Remote
Areas Of the Karachi
Agenda : No Compromise On
Quality
 Case study JAVA FOODS
Nestle
During 1990’s
• Launched dry milk products in three different packs
• One rupee less than “Khalis Doodh”
• Made attractive trade offers to the retailers
 Case study JAVA FOODS

Java Response to Competitor

• Did not reduce the retail price

• Expend distribution network
• Increased advertisement through
mass media
&
• Launched liquid milk in two pack size
 Case study JAVA FOODS

• Crossed one billion rupees turnover

• Retained a fair market share
• With 100% equity of its own
 INDUSTRY ANALYSIS
“Analysis is the critical starting point
of strategic thinking.”
 Industry Analysis
Focus is to Provide sufficient knowledge of the
Environment that can affect marketing strategy decision
making
Broadest-based assessment of
Environment, and Industry trends

Local market Environment and

Industry trend, including competition
 From
From Environmental
EnvironmentalAnalysis
Analysis
to
to Industry
IndustryAnalysis
Analysis
The national/ The natural
international environment
economy THE INDUSTRY
ENVIRONMENT
Demographic
Technology • Suppliers structure
• Competitors
• Customers

Government Social structure

& Politics
 Industry Analysis
How information can be obtained
• Secondary sources
• Marketing research
 To secure Specific information on such variables as
customers need, price, product and service benefits etc.
 Assist in
o determining the effective market position.
o Setting market goals and objectives.
o Determining action programs to meet those goals and
objective.
COMPETITOR ANALYSIS
Competitor Analysis
Competitor analysis in marketing is an assessment of the
strengths and weaknesses of current and potential
competitors.
 Competitor Analysis
Competitor analysis roles in marketing plan
• To help management understand their competitive
advantages/disadvantages relative to competitors
• To generate understanding of competitors’ past, present and
future strategies
• To provide an informed basis to develop strategies to achieve
competitive advantage in the future
• To help forecast the returns that may be made from future
investments.
 Competitor Analysis
Sources of information for competitor analysis
Recorded Data Observable Data Opportunistic Data
Annual report & accounts Pricing / price lists Meetings with suppliers

Press releases Advertising campaigns Trade shows

Newspaper articles Promotions Sales force meetings

Analysts reports Tenders Seminars / conferences

Regulatory reports Patent applications Recruiting ex-employees

Discussion with shared
Government reports  
distributors
Presentations / speeches   Social contacts with competitors
 Competitor Analysis
Questions to ask
• Who are our competitors?
• What threats do they pose?
• What is the profile of our competitors?
• What are the objectives of our competitors?
• What strategies are our competitors pursuing and how
successful are these strategies?
• What are the strengths and weaknesses of our competitors?
 Competitor Analysis

Ufone competitors
• To defend leading position in Strategies
Market By providing executive
class services

• Trying to grab market share

• To gain lost market share from other companies

• Create sense of confidence • Provide competition to Mobilink

among its customers that WARID
is the best network of their life • Being creative by providing
innovative services like easy paisa
• Promote postpaid packages
as affordable as prepaid
Competitor Analysis
An assessment of competitor marketing strategies and
strengths and weaknesses