Case Study for Marketing Plan

8/8/2019 Case Study for Marketing Plan

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The marketing planThe marketing plan

Badar Noor

Roll No. 1


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Why businesses failReal problems

MajorMarketing Issues

Identifying the customers

Defining the right product or service to meet customersneeds

Pricing

Distribution

promotion

The Marketing Plan


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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


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Case study

The Marketing Plan


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(owner of java food)

Case study JAVA FOODS

commerce


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Own

business

Got a job in a dairy industry as

Assistant manager



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Best

marketable

products

Market study


Dry milk powder


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BCase study JAVA FOODS

Acquired detailed knowledge of the

productDiscussedwith

production

manager Worked with

shift

supervisors


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Feasibility study of dry milk powder plant

Is it viable?

Identified required resources Enchased insurance policy Pledged house for 3 million rupees Got loan of 3 million rupees

got settlement dues from the company

Financial resources

Case study JAVA FOODSCase study JAVA FOODS


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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



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Nestle

During 1990s

Launched dry milk products in three different packs

One rupee less than Khalis Doodh

Made attractive trade offers to the retailers



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Java Response to Competitor

Did not reduce the retail price

Expend distribution network

Increased advertisement throughmass media

&

Launched liquid milk in two pack size



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Crossed one billion rupees turnover

Retained a fair market share

With 100% equity of its own



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Analysis is the critical starting point ofstrategic thinking.


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Broadest-based assessment of

Environment, and Industry trends

Local market Environment and

Industry trend, including competition

Industry Analysis

Focus is to Provide sufficient knowledge of the

Environment that can affect marketing strategy decisionmaking


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THE INDUSTRY

ENVIRONM

ENT

Suppliers

Competitors

Customers

Social structure

The national/The national/

internationalinternational

economyeconomy

TechnologyTechnology

GovernmentGovernment& Politics& Politics

The naturalThe natural

environmentenvironment

DemographicDemographic

structurestructure

Social structureSocial structure

From Environmental Analysis

to Industry Analysis


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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

odetermining the effective market position.

oSetting market goals and objectives.

oDetermining action programs to meet those goals and

objective.

Industry Analysis


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Competitor analysis in marketing is an assessment of the

strengths and weaknesses of current and potentialcompetitors.

Competitor Analysis


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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


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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

Government reports Discussion with shared distributors

Presentations / speeches Social contacts with competitors

Competitor Analysis

Sources of information for competitor analysis


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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


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To defend leading position in

Market By providing executive

class services

Trying to grab market share

from other companies

Provide competition to Mobilink

Being creative by providing

innovative services like easy paisa

To gain lost market share

Create sense of confidence

among its customers that WARIDis the best network of their life

Promote postpaid packagesas affordable as prepaid

Competitor Analysis

Ufonecompetitors

Strategies


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An assessment of competitor marketing strategies and

strengths and weaknesses

Competitor Analysis

Documents

Case Study for Marketing Plan