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W A N A C H U O P R O G R A M M E

MARKETING PLAN FOR WANACHUO PROGRAMME2011/2012 PREPARED FOR VODACOM TANZANIA LTD

PREPARED BY ABDALLAH A.KILEO PROGRAMME MANAGER. Industry analysis Targeting strategy Production life cycle Potential life cycle Core strategy Marketing programs Market mix Loyalty programs Customer service and support Market reserch trade promotions product design and development marketing and sales distributors resouce recruitments scheduling perfomance evaluation and monitoring monitoring ad campaing profit and loss statement meeting schedule customer profiling sales force evaluation FINANCIAL INFORMATION FINANCIAL ASSUPTIONS BUDGET SALES PROJECTION (5YEARS) Contingency plans Symptoms of failure Alternative strategies APPENDICES

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EXECUTIVE SUMMARY Brand Computers is limited liability Company formed in 28th October 2008.The Company is dealing with Computers hardware sale and after sale service, software development, mobile & web applications. Wanachuo programme is one of the projects of the company run and treated independently which has been detailed in this marketing plan. Other web application and networking programme include www.garibora.com, www.nchiyetu.com and other projects on progress; this marketing plan has detailed Wanachuo Programme east Africa which has wanachuo loyalty card ESDC, Wanachuo portal www.wanachuo.com, and Wanachuo magazine. The use of loyalty cards in different products and services offered in Tanzania has grown and the trends of this business covers only a group of customers who uses only defined product and service line .e.g. highlife for zantel customers ,zain reward programme for Air tel,Paa from precision airs, and many more. The wanachuo programme has focused on a niche market of higher learning institutions the students and other intellectuals group with a range of products and services rendered to students from stationary, bookshop, technology, hostels, transports, cloth, pharmacy, online education materials, and more and find the best use of available technology to cut the students cost in accessing the above product and services through loyalty programme known as east African student discount card ESDC, Wanachuo portal for information, communication platform , Wanachuo magazine and Wanachuo General publicity for member volunteer ship. Mission statement. The general mission of Wanachuo programme is to make use of quality, reliable and affordable technology in East Africa, starting with Tanzania. Through wanachuo programme we will link east African students with product and service providers access of quality and affordable products and service at a discounted price community participation an social networking while ensuring the continuously uses of modern science and technology in their daily undertakings-like online transactions,e-learning,mobile applications and more. Product and service. The product and service which will be offered by Wanachuo programme East Africa will be membership registration through sale of ESDC, sale of Wanachuo magazine, sale of web space for sponsors, programme applications, and finally earning from sponsorship through different programme activities. There fore the wanachuo programme has the following programs,

o The East African students discount Card o The wanachuo portal (www.wanachuo.com) o The wanachuo magazine o The wanachuo General publicity.

The geographical coverage of the programme is in East African countries, Tanzania, Uganda, Kenya, Rwanda and Burundi, the programme has started its operation in Tanzania and the business growth will expand the programme to other EA countries The goal and expectation of the programme are outlined below for each business unit: PORTAL ( www.wanachuo.com )

• Link students with discount providers • Link continuing students with industries for intenships,graduate students for jobs • Enable students access courses and materials online • Enable students interactions through forum and chat rooms • Information platform for the programme and student related activities.

MAGAZINE

o Link students with discount providers o Enable traditional learning o Information platform o Students views, ideas and education materials

ESDC

• Cut down students cost • Identity for membership of the programme • Marketing Tool

The east African discount card is a loyalty card which allows students from high learning institutions to get discount and deals from the discount providers. Students will be able to purchase the quality and genuine products from discount providers without variation of price, know the exactly location of the available good and service and the discount they offer through wanachuo portal (www.wanachuo.com), mobile phone application, or Wanachuo Magazine.

The wanachuo portal will link students, intellectuals and other professional through delivering of information relating to Discount providers offer and deals, education materials through e learning system (study room) and other relevant information for intellectuals. The portal will be supported by mobile application for instant and quick and personal information delivery. The wanachuo magazine is the full colored more than 60 pages which will act as substute for the wanachuo portal, the information regarding the programme and other relevant information for both parties (students, Discount providers, sponsors and intellectual community). The wanachuo general publicity is the wanachuo participation and their contribution towards the community development in their respective communities, through volunteering, contribution, creating and re enforcing good programme image and more. Wanachuo programme marketing Objectives

1. The programme by the end of 2011 to have 20% members of the total students in high learning institutions with at least 32 product and service providers from Discount providers in each region in Tanzania.

2. Give at least one training for all members of the programme and allow the programme participation in community development and note the member of the

programme contribution for the first nine regions(dar salaam,Morogoro,Dodoma,Mwanza,Arusha,Kilimanjaro,Mbeya,Iringa,Zanzibar.

3. Enable the use of latest technology to cut down the college cost through discount card, E-learning and networking for all members of the programme.

Specific objectives of wanachuo portal 1. Wanachuo portal will be the source of direct revenue through mobile applications,

and advertising in the first phase of this programme. 2. Building brand image of the programme and reinforcing the service offered by the

programme in the second phase of the launch of the programme. 3. Enhance member represervice and lower operating cost .This will be a plat form

where members and other stake holder’s FAQ will be answered, an interface between members and programme.

Specific objectives of ESDC

1. Enroll minimum of 20,000 student members from all university in Tanzania by the end of year 2011.

2. Enroll minimum of 500 members in each university in Tanzania out of 50 universities in the country starting with highly number of populated regions.

Specific objectives of Wanachuo Magazine

1. To reach at least 30% of the intellectuals in high learning Institutions. 2. To have 70% ideas, articles, from high learning institutions students moderated by

Wanachuo magazine editor. 3. To have magazine reach 20%of the country in 8 regions at the end of 2011.

Wanachuo General Publicity in Wanachuo programme has been taken as value addition driver for the three products of which it has specific objectives

1. To conduct at least four major volunteering activities in different regions proposed by the members based on the budget and convenient of the programme. 2. To form a sport team of which team members from different universities regional wise will be involved. 3. To have special programme on environmental impact, HIV, and other

THE MAJOR MARKETING PROGRAMME AND STRATEGY

PRODUCT STRATEGY

The loyalty card for students from high learning institutions (ESDC), in this programme this will be the most popular product followed by the portal (www.wanachuo.com) web space, and finally Wanachuo magazine. The business objectives over the next two years in each is to acquire a minimum of 50,000 members in each high learning institutions in the 2011/2012 and an increase of 10% of the market share by the end of 2013.

The revenue expected to be collected from ESDC is around 500m, webs pace with 32 Discount providers in 8 regions which makes 12m, the magazine is expected to generate revenue of 45m out of selling 15,000 copies in 2011 and increase sale of 10% in the next year 2012.

The programme has general benefits, Proffessional benefits, Cost benefits, and Community participation benefits,thi demonstrate value for money for the programme products as illustrated below:-

ESDC benefits

This loyalty card ESDC will have the following benefits for students.

• Student will be able to get discount around 300 shops all over the country with vast variety of quality and genuine product and service.

Student saving example:

ITEMS STUDENT CAN PURCHASE COST DISCOUNT SAVE Computer 300,000 10% 30000 Stationary 120,000 10% 12000

other service/saloon/club/movie/and more 250,000 10% 25,000

Hostels 130,000 10% 13000 Meal 1,200,000 10% 120000

Mattress 120,000 10% 12000 Transportation 50,000 10% 5000

TV/radio/mobile Phone 150,000 10% 15000

232000

Maximum student saving example for items with maximum discounts

ITEMS COST DISCOUNT SAVE

Computer 300,000 25% 75000

Stationary 120,000 25% 30000

Hostels 130,000 25% 32500

Meal 1,200,000 25% 300000

Mattress 120,000 25% 30000

Transportation 50,000 25% 12500 TV/radio/mobile Phone 150,000 25% 37500

TOTAL SAVE 517,500

• Student will have full access to our portal, where student can access e learning system, jobs, internship, entertainments and forum, access of product and services rendered to students from participating locations.

• Student will have at least a one free training per year conducted either online or offline and provided the certificate for the attend of the programme training with main focus on general skills for computers,Enterpreneurship,management,customercare,and development studies,.

The Wanachuo portal benefits:

• This will be a platform where students and other intellectual will be sharing knowledge and social welfare.

• The students will be able to acquire material and attend the courses online and offered certificate.

• Student will be able to access information on participating partner’s locations and make decision to buy.

• On the other hand the Discount providers will be able to be seen and the product and service they provide through our portal.

• Sponsor of the programme will be clearly seen and be able to make product sale and service.

This will market their product and service to this niche group of customers and increase revenue of their product and service they offer as well as creating good brand image to society.

Benefits of the Wanachuo Magazine

• The Magazine will bridge the gape of the students who will not be able to access the information through the internet or non members who are not enrolled in the programme to participate in the programme

• The magazine will reach most of the student community as well as other intellectual’s community.

• Through Magazine students and other intellectuals will be able to send publications, articles and other information this will equipped them financially and academically.

• The 80% of the articles and publications contents of Wanachuo Magazine will originate from students

The general publicity and volunteering benefits.

• The general publicity will create and cement the brand image of the programme as well as the sponsors and other partners of the programme through programme community activities.

• Link students and community and show their contribution to society.

Recourses allocations. PORTAL: Development of the portal and portal applications.

• Simple information website will be developed by Brand computers • A database capable of managing the consumer buying behavior,

communication between the point of sale and the database platform will be developed by Ibrahim Mbaya

• Mobile application on registration and payment in the programme will be developed by Omar Mzee.

ESDC

• Development of the card will be done by Brand Computers with Ibrahim Mbaya • Security features will be developed by Ibrahim Mbaya • E commerce/debit card system in the card will be developed by brand computers. • Version of the card will be determined by the Brand Computers.

MAGAZINE.

• The magazine registration and development will be done by brand Computers.

The programme Major source of fund.

Through the membership registration the programme is expecting to be the major source of defined income for the programme followed by the magazine, webspace for Discount providers to advertise their product and service and finally the sponsors of the programme.

Price Strategy

The price of membership registration to acquire members has been kept low as well as the price of the magazine and web space so as to allow many students and other partners to participate in the programme. In this case we are taking low cost high turn over turnover method. The profit margin has been kept low so as to allow high revenue from a niche market and high volume of participating parties. The membership fee is 25,000/=, this include the ESDC card, Tshirt, brosure and cost of delivery of the card to members.

Promotion Strategy

In this case we will start by involving the key people from student organization, religious groups among students, community groups, lectures and other relevant intellectuals to spread the word of mouth (WOM marketing strategy). This will be followed by sensitizing the community on coming of the special programme for intellectuals, we will be engaged in radio for special programme mostly reach students.The main message is to make a group identity, programme roles and advantage in the specific market

The promotion will involve free membership from online competition and influential students in different organization.

The role of participating members will be accountable and the reward for active member will be given base on the criteria set.

SITUATION ANALYSIS 1.1 Industry Analysis. The structure of the industry is dynamic with no barrier of entry and exit with few strong firms like precision air, Air Tel and High life for zantel in the case of loyalty card product; the changes in industries are brought about by the change in technology customer preference and the value for money. The industry is attractive since the market size, potential for growth and stages in life cycle are favorable. The trend does show that there is no yet a company offering exactly our service and products, different firms offer different product which are far similar to what we are offering. Example in the loyalty card companies like Air Tel offering reward programme, Precision air offering Royal Paa, Zantel Highlife programme, all these offer the loyalty card for customers in a product and service they offer and it’s distinct to customers who can afford to use the service. In other hand the portal market opportunities differ from other portal since the focus is students from high learning institutions with features students love to browse. Wanachuo Magazine will have features and articles for students and intellectuals communities; this will be different from other magazine. 1.1.1 Market characteristics The market size of the wanachuo programme is expected to be 375m this is 20% of the total market of more than 95,000 students in high learning institutions in Tanzania and 32 Discount providers from 9 regions in Tanzania, The growth of the market share in this is expected to be 10% every year The market is new and there is potential to grow due the growth of number of students in high learning institutions, market competition among the service providers and the growth of the ICT. The competition in this is low since the few related service provides are of other market segment of which we are not focusing on the segment. We are dealing with the students segment and the programme is designed to develop members from ordinary school before they join the college and immediately when making decision to join the college.

BCG MATRIX The Boston Cooperation group shows that both the sales, market share and market growths, the need to invest or not invest in the programme products.

The ESDC has high potential market share with great possibility for its success I the market compared to Magazine, portal; the market of Loyalty card is growing very fast with relative market share. In this business the success will depend on the proper launch of the product and the capital injection in the product. The ESDC and the portal will start followed by the Wanachuo magazine since the two products are dependent to each other.Wanachuo magazine has high relative market share in high growing market since it will not just focus on the student segment, it will spread to other intellectual and professionals. The initial investment in this product will be fixed and the product generates its own revenue for its growth. The general publicity will be adding value for each of the Wanachuo products. The ESDC will generate revenue and after registration of the magazine the fund will be used to set up the product. The impact of general publicity will have slow effect on the general programme market share and market growth. The Magazine has high market share with low market growth, the high market share comes from members and the distribution channels available from discounts providers

Low

PORTAL

Low

High

Market share

Market Growth

ESDC

GPUBLICITY

High

MAGAZINE

Depending on the intense of the programme product and the quality it need to be delivered we will also think of outsourcing other operation for quality and reliable delivery through MoU with giant companies specialized in the field. SWOT ANALYSIS S/N SWOT

PARAMETER DESCRIPTION IN REGARD TO WANACHUO PROGRAMME i.Modern Technology: Wanachuo programme is using modern technology to deliver her services to potential customers. The use of loyalty card, the use of portal, the registration prototype, the payment gateway and customer database few to mention requires high technology. ii.Product of good quality: The Card, the web space and the magazine of the Programme are of high quality and with latest technology iii.Availability of Capital: The programme is working with partners with stable and well established financially and thus the programme can easily grow around east Africa

1. STRENGTH

iv.First mover: Wanachuo programme is first to be introduce in East African and thus the competition is likely small. i.Delay Time: Some times card reach students more than expected time, this is due to the problem of the supplier of the cards and the infrastructure of the country ii.Wrong Information: Some times students provide wrong or incorrect information for membership or register in more than one name.

2. WEAKNESS

iii.Lack of capital: Wanachuo programme is in introduction stage, thus it need a large investment capital for it to take off. I.Technology: Wanachuo programme is dealing with three products, Loyalty card, Portal, and Magazine and value addition product of General Publicity.

3. OPPORTUNITY

ii.No competitor: Wanachuo have no competitor in her service and product offered.

iii.Online support: Wanachuo programme have data and voice support centre in 24 hours 7 days. i.New entrant in the business with modern and high technology

4. THREATS

ii.Capital requirement in development of the programme

MARKET RESEARCH Research findings. The market potential for the programme is in University College with moderate income, technology, access to internet and mobile phones. The market is new and there is high potential in the market due to suitability of the programme benefits to groups, students and service providers, the programme has no competitor so far but we are prepared to face the challenge. The number of universities and college in high institutions is more than 50 and the target is 20,000 members out of all 50 these universities and colleges. Ardhi University (ARU),College of Business Education (CBE) Dodoma,College of Business Education (CBE) DSM,Muslim University of Morogoro(MUM) Morogoro,Community Development Training Institute (CDTI) Tengeru,Dar es Salaam Institute of Technology (DIT) DSM Dar es Salaam University College of Education (DUCE),Hubert Kairuki Memorial University (HKMU) ,Institute of Accountancy Arusha (IAA),Institute of Finance Management (IFM) DSM Institute of Rural Development Planning (IRDP) Dodoma,Institute of Social Work (ISW) DSM International Medical and Technological University (IMTU),Iringa University College (IUCO) Kampala International University (KIU) – Dar es Salaam Centre ,Kilimanjaro Christian Medical College (KCMCo) ,Makumira University College (MUCO) ,Mbeya Institute of Science and Technology (MIST) ,Mkwawa University College of Education (MUCE),Moshi University College of Cooperative and Business Studies (MUCCOBS),Mount Meru University (MMU),Muhimbili University of Health and Allied Sciences (MUHAS),Mwenge University College of Education (MWUCE),Mzumbe University (MU),Open University of Tanzania (OUT),Ruaha University College (RUCO),Sebastian Kolowa University College (SEKUCO),Sokoine University of Agriculture (SUA),St. Augustine University of Tanzania (SAUT),St. John's University of Tanzania (SJUT) ,St. Joseph College of Engineering & Technology (SJCET),St. Joseph Institute of Information Technology (SJIIT),State University of Zanzibar (SUZA),Stefano Moshi Memorial University College (SMMUCO),Tanzania Institute of Accountancy (TIA) DSM,Teofilo Kisanji University (TEKU),The Mwalimu Nyerere Memorial Academy (MNMA) DSM,,Tumaini University Dar es Salaam College (TURDACO),University of Arusha (UoA),University of Dar es Salaam (UDSM),University of Dodoma (UDOM),Weill Bugando University College of Health (BUCHS) Zanzibar Institute of Financial Administration (ZIFA) ZNZ and other not mentioned.

Trends The card at second phase of the programme (card version one) will be accompanied with student ID to verify the card holder, in its third phase the card will hold member information, in the final stage the card (version two and three) can be used as a debit card where card can hold cash, thus the change of value of card and the art of technology used. The demand of cards will be high during the resume of the college students and the expire date of the cards. The demand for card will be stimulated by Discount providers and the programme add value products. The development of the portal will be continuously and necessary applications which will add value for members and other Discount providers will be added. The magazine will also be developed and the update information regarding students and their communities will be posted, reliable channel of distribution and other add value products to a magazine like competitions. The wanachuo community will be developed to facilitate the need for disadvantageous groups in the society as well as creating good brand image to society and in turn market the programme in the student community through affiliating or belonging to the programme.

Customer Analysis

The number of customers we are expecting in this programme is divided in terms of the service we are delivering in each groups, we are expecting 20,000 students as a member for our programme which is 20% of the total students in high learning institutions this number is expected to grow by 10% every year. We are expecting to enroll minimum of 32 discount providers in every nine regions the type of customers we are expecting are students, professionals, Discount providers, mobile operators and internet providers.

Since we know our audience not everyone will be interested in just one website. We have focused in niche market. We especially provide information specific for our audience.

Value drivers

The value drivers include the art of technology, the benefit of the card and the membership benefits. The membership benefits outweigh the cost of the card; this demonstrates the value of money for a student. For example a member has three benefit cost,proffessiona;l,and community benefits taking example of a member who want to buy a Laptop computer at Uhuru computer which cost 900,000/= the minimum 10% discount provided by Uhuru computers is 90,000/= membership registration is 25,000/= student has saved 65,000/= plus other benefits.!

The membership for student is a solution to most of the problem associated with cost, availability of professional materials, and link to community

Decision process.

Concentration of customer base for particular products.

Most of the college has their concentration in the selected eight regions to start with, the college with large number of student is University of dodoma followed by University of dar es salaam, Our programme launch will be in dar es salaam region then grow to Dodoma, Morogoro and other regions, we will start programme introduction in a college with moderate number of student which represent the type of student we will be dealing with.

The concentration of suppliers are in Dar es Salaam, thus we will star recruiting discount providers in Dar es Salaam followed by other region.

Successfully launch of the programme in Dar es Salaam at institute of finance and management will give a good sign of the programme success in other regions. The Dar es Salaam region will be our key performance point.

Trust and credibility In this programme it will be done through involving key stakeholders in higher learning institutions education, this includes Principals of the universities, TCU directors, Costech director, and other key people during the launch of the programme. The discount providers will also be monitored to deliver the service the agree to give to the members of the programme. The page showing the comments from different member s of the programme and the benefits they are enjoying, referring to other members of the programme

• Strategy for Growth

Marketing of wanachuo programme matches product and services offered by the programme with customers needs. The programme will start attracting members to join the programme and late address the existing members to be good representatives for the programme. Since this programme is first to be introduced in Tanzania we are developing the market since what we are introducing is new to the market different with what we have see in competitor’s analysis

• Strategic Plan • Competitive Advantages The competition in this market segment is explained below

1. Threat of new entrants The programme has tight entry barrier which will protect the new entrant to wanachuo programme, for this case there is high entry barrier which will work on our favors thus giving us more returns. The following are the barriers to new entrant in our programme Economy of scale: the programme has ordered the machines and other equipment to reduce the cost of production to optimal; this is due to the number of members who are enrolling the programme. Product differentiation: The programme has no substitute product in any way starting from ESDC, Magazine which has focused on intellectuals only and portal

which has little competition with other portal. we are trying to make it the best to tackle the problem. Capital Required: The capital required to develop the programme is very high and the thus this is also a threat to new entrants. The existence of learning and experience curve effects Possession of patent and intellectual property right, we know the market very well due to our past performance and experience in the industry. Access to distribution channels the programme uses the programme representatives and Discount providers to distributes the service and products to members and non members

2. Niche market segment The programme will operate in the niche market segment of intellectuals, this will enhance the flexibility in analyzing the consumer behaviour, select the marketing programme, product line and more. • Market Opportunities • Brief Competitor Issues • Target Markets • Product/Service Matrix • Product Plans

PRODUCT FEATURES AND BENEFITS. Product design. The first phase of this programme will have card with member information written on top of the card, other features include the east African countries flag, programme logo, ESDC logo and authorized signature.

MARKETING AND SALES PROCESSES. SALES CYCLE. In this programme the potential customers are students, intellectuals, professionals, Discount providers and sponsors. This group does qualify due to reasons outlined in previous chapters on the benefits of the programme. Through our portal, magazine and general publicity the programme will be known to target audience. The member benefits and students saving examples for members in the programme will make a good presentation of the programme to new and prospective members. The localized payment gateways, cost of the products, and registration procedures will motivate most of the students and Discount providers to be enrolled in the programme. After the student make the necessary registration and payment the product will be delivered to the member within 14 working days. Using member record the member will be updated on the programme issues so long as he is member.

THE MEMBERSHIP AND CARD PROCESS CYCLE

STUDENT INFORMATION. The student information will be obtained through student registration using the following method. 1. Through online registration form obtained from our website The student will be required to register the necessary information for process of the membership, the registration will be confirmed upon the student payment of the membership fees of 25,000/= and given the reference number. This reference number will be used to give him a password and refer other members to the programme. 2. Dowload form and fill the form offline registration. the form will be submitted either by scanning the form, or sending the form through postal address. 3. Mobile registration.

SORT STUDENT INFORMATION

PRINTING UNIT

STUDENT INFORMATIONS

MARKETING UNIT

The student open write message in his/her mobile phone, and write WANACHUO send it to short code …….. The mobile operator will reply the message by prompting the student to write the name as appeared to his/her student ID, Mobile number e-mail, College. The students reply the message from the mobile operator by writing his/her name, mobile number-mail, and college. Mobile operator reply student by giving him/her payment gateway through which student will pay. Student will pay 25,000/= through the accounts provided and will receive the card through the address provided. Wanachuo Programme will e-mail or call a student when the card is ready within 21 working days. Other student information will be obtained from the internet through reminding student to register and update his/her profile. This application can accelerate the registration of the student to Wanachuo Programme. SORTING STUDENTS INFORMATION The sorting of students information will de done by the database and the student will be identified as full members, and the prospective members this includes members with pending information, unpaid members and members from other sources. Production: The production of the business units of the programme will be of two type one depend on demand like production of ESDC and PORTAL

On other hand the MAGAZINE will be produced by forecasting the demand of the magazine in this market and the outside this segment.

WANACHUO

STUDENT Write

1. Name & Sir Name 2. Mobile Number 3. e-mail 4. College

Kileo, Abdallah 0715 604129 abdalahkileo@hotmail.com Mzumbe University

STUDENT Make Payment of 25,000/= through: 1.M-Pesa 0767191777 2. Tigo pesa 071817777 3. Barclays bank A/c 011-6004607 Brand Computers Thank you for Joining Wanachuo Programme

MOBILE OPERATOR

MOBILE OPERATOR SHORT CODE

REPLY

REPLY

REPLY

Brand computers ltd

Directors

Wanachuo Programme East

Africa. Programme manager

ESDC Product manager

PORTAL Product manager

MAGAZINE Product manager

Sales Executive

Sales Executive

Sales Executive

Sales Executive

Sales Executive

Sales Executive

• Marketing and Job Descriptions

JOB TITTLE JOB DESCRIPTION & SPECIFICATION

Directors Programme manager

1.Overal purpose and scope of an organization and how value will be added to three business units to improve the overall performance of the programme 1. Manage the Wanachuo programme East Africa.

2.Defining Duties and role of all the staffs and Volunteers in the programme

3.Ensure all proper communication among the team and volunteer in the programme 4. 5. 6. 7. 8. 9. 10.

Business Manager 1.Market the product and meet the market target 2.Arrange for the marketing of the programme in high learning institutions

3.do other jobs as assigned by programme manager 4. Create and develop new business opportunities in the same market line. 5. 6. 7. 8. 9. 10. 11.

Sales Executive 1.sales of products and service to customers 2.work with marketing manager by collecting necessary information

3. Do any assignment as assigned to programme manager. 4.retain the existing and enroll new customer 5.set short term objectives and achieve them

• Brand Identity Matrix • Promotion and Marketing Calendar • Marketing Budget • Measurement of Success

MARKETING PLAN FOR WANACHUO PROGRAMME

THE CURRENT WANACHUO OFFICE STRUCTURE

WEB DEVELOPER.

MARKETING EXECUTIVE

MARKETING MANAGER

PROGRAMME MANAGER

SALES EXECUTIVE TEAM.

IMPLIMENTATION PLAN. 5.1 Product design and development. The product design for the programme include the gateway in which the production unit receive the member information and print the card from the designed ESDC logo, the security features, colors and card other features like sponsor logo, magnetic strip reader will be changing accordingly, The development of the programme will involve changes in the current design and features, the major changes will bring about card version. The fist version (v0.1) second version (v0.2) and so on current version is v0.1 5.1.1 Technical requirement Security, thickness, design, color, sponsor information, and other card features. Security The card security will be governed by the following:- 1. The mobile number of the bearer-this is personal and cannot be shared by any other person 2. The name of the card holder as appeared in the student identity card-this will make a prove in case there is dough that the person using the card is not student 3. Student password 4. Student profile information with photo and other information’s Appearance and design. The appearance of the card includes the design, color, thickness and the card material used. Sponsor Information. The card design will include the sponsor information at the background, this information will be written “this programme is proudly sponsored by…….. Other features The magnetic strip reader, the ability to be red with Point of sale device, the contact less features. Registration for sponsor and discount providers. The registration of the programme members will focus on the enrolment of discount providers and members from universities by considering the annual and quarterly sales target; this will help us as a key performance indicator in our programme. The programme will have two departments, these are: marketing department and Production department. The key programme task in this plan is managing the enrolment of members the person will be assigned by programme manger to do the job. His/Her job will be

1. receive the student detail and post the details to the central database 2. confirm with the student on the detail received through voice call or txt msg 3. register the member 4. Send copy of the student detail to programme manager.

5. Send the member card and other relevant materials-this includes ESDC,T-shirts and brochures.

6. Follow up on member and arrangement on member training 7. Information on the discount providers.

Managing the enrolment of Discount providers will be done by marketing personnel appointed by programme manager with selected members who will be paid for the job.

1. Enroll new Discount providers 2. Update the Discount providers details 3. deliver to Discount providers the necessary materials 4. Collect and invoice the Discount providers. Managing and enrolment of Sponsors will be done by the programme manager. 1. enroll new sponsors 2. Updates the sponsor information on our portal. The production department will be dealing with the data from central database and produce the card for members and developing webs pace for Discount providers and sponsors.

The business tactic in this programme will be implementation of the programme regional wise starting with regions with high volume of students in high learning institutions for this case Dar es Salaam, followed by Dodoma, Morogoro, Arusha, Mwanza, Kilimanjaro, Iringa, Mbeya, Zanzibar, and so on. STRATEGIES TO ACHIEVE SALE OF 20,000 MEMBERSHIP CARDS IN 2011/2012.

Priority/Strategy: [REGISTRATION PROTOTYPE]

Task Activity Persons Responsible

Start End Status

1 Mobile phone registration

18/11/2010 23/11/2010 Mobil info

2 Online registration 20/11/2010 23/11/2010 ready 3 Postal registration 16/11/2010 23/11/2010 ready 4 Form Registration 16/11/2010 23/11/2010 ready

Priority/Strategy: [PAYMENT GATEWAY]

Task Activity Persons Responsible

Start End Status

1 M-PESA 18/11/2010 23/11/2010 ready 2 TIGO PESA 18/11/2010 23/11/2010 ready 3 Z-PESA 18/11/2010 23/11/2010 pending

4 ZAP 18/11/2010 23/11/2010 pending 5 BANK CRDB 18/11/2010 23/11/2010 Not yet 6 BANK NMB 18/11/2010 23/11/2010 Not yet

STARTING WITH DAR ES SALAAM

Priority/Strategy: [LOUNCH OF THE PROGRAMME IN STUDENTS COMMUNITY]

Task Activity Persons Responsible

Start End Status

1 Arrange Meeting with students organizations. Set Date and agreements

2 Distribute fliers and burners 3 Enroll the key people in

students organization

4 Distribute T-shirts to members and interested students

5 Request for doing presentation-letter

6 Meet students and do the presentation on the programme

Priority/Strategy: [LOUNCH OF THE PROGRAMME IN MEDIA]

Task Activity Persons Responsible

Start End Status

1 Arrange with Costech on provision of the platform

2 Communicate with the media on event

3 Involve the key people in Education and students organization

4 Distribute T-shirts to members and interested students to mark the event

5 Media presentation on the launch of the programme

6 Feedback and way forward

ARRANGE FOR GENERAL PUBLICITY.

Priority/Strategy: [TAKE MEMBERS TO NEARBY REGION]

Task Activity Persons Responsible

Start End Status

1 Arrange with Hospital 2 Find the solution for a

problem.eg buy net, buy desk

3 Call media and let one of the member speak

4 Contribute to society through wanachuo programme

5 Give publicity to discount providers which make the event successfully

6 Way forward

STRATEGIC PARTNERSHIPS

Priority/Strategy: [NEW VERSION OF ESDC/E COMMERCE]

Task Activity Persons Responsible

Start End Status

1 2 3 4 5 6

INTERNAL CAPACITY BUILDING

Priority/Strategy: [CONSULTATNTS]

Task Activity Persons Responsible

Start End Status

1 Marketing manager 2 Sales Executive 3 Sales Executive 4 Sales Executive 5 Sales Executive

6 Sales Executive

ADAPTABILITY TO CHANGING CONDITIONS

Priority/Strategy: [NEW CARD VERSION]

Task Activity Persons Responsible

Start End Status

1 2 3 4 5 6

COST MANAGEMENT

Priority/Strategy: [PRODUCTION]

Task Activity Persons Responsible

Start End Status

1 2 3 4 5 6

REVENUE ENHANCEMENT

Priority/Strategy: [MAGAZINE]

Task Activity Persons Responsible

Start End Status

1 2 3 4 5 6

UPDATING THE SUSTAINABILITY PLAN AND IMPLEMENTATION PLAN

Priority/Strategy: []

Task Activity Persons Responsible

Start End Status

1 2 3 4 5 6

Personal selling PORTAL (WWW.WANACHUO.COM ) There is increase in numbers of students who uses internet from computers and many from their mobile phones. Base on market research conducted in Tanzania on internet use for high learning institutions most of the students gather the following information through the internet:

• e mails students • Search of education materials • Social networks • Registration for different academic applications • Specific needs e.g. jobs and internships

Wanachuo portal will cut across the need for most of students in the internet for east African students.

• Link students with discount providers • Link continuing students with industries for intenships,graduate students for jobs • Enable students access courses and materials online • Enable students interactions through forum and chat rooms • Information platform for the programme and student related activities

1. Link students with Discount Providers (Discount card page-www.wanachuo.com/discount-card)

• Discount Providers This page will link students and discount provides giving the locations, name of the discount provider, discount accepted for card holder, type of the discount and information on payment gateway ,quality of product, delivery of the product or service from discount provider

• Registration for Discount providers This page will allow discount providers to register online and full fill all the programme requirement and once accepted by the programme manger they will be

displayed on the page of the discount providers to be see by the students and public at large.

• Registration for Discount Card This page will allow students to register either by downloading the form or by filling the form online, student upon fulfill the requirements for registration will be given reference number accompanied with the Discount card package, The discount card package include the ESDC,the Tshirt,the brochure for the use of the discount card.

2. Enable students access of education materials and courses online E learning (Study room- www.wanachuo.com/studyroom) This is the e-learning System in wanachuo programme design to cutter the demand of student for customized e learning education material. The platform will use the local and international stakeholders in higher learning institutions to deliver the best quality e learning programmes through our portal. The plat form will concentrate with general programmes educations like computer skills, Managenement, Enterpreneurship skills, Development studies and slowly grow to specific programmes. The Wanachuo programme e learning has two section, development and marketing, The development section is involved in production, customization and designing of the lectures material from the lectures from different high learning institutions, upload the material ,give the relevant training to students and lectures. The marketing section of wanachuo programme will search for lectures and students participation in the e learning, providing necessary training for both parties to interact smooth and find the e learning as comfortable platform than ever. The platform also is looking for collaboration and partnership with other university and other national and international organizations in education sector. 3. Link students with companies for Internship and jobs for graduate students Job and internship (Job and Internship page www.wanachuo.com/jobs) This page will have three sections on available jobs section, Submit your resume section and online recourses on job and recruitment agencies in east Africa.

• The available job section This will be the current and up to date job posted by wanachuo programme east African team from different sources

• Submit your resume section This is the section where a student can submit his or he resume in case of the available job or wanachuo programme to send it on his/her behalf and inform him/her.

• Online recourses This is the age with online recourse on job and internship related website inside and outside the east Africa. 4. Enable students in east Africa interaction through forum and chat room.

This is the social networking platform allowing intellectuals to interact and socialize.

5. Information platform for all programme stakeholders This will be a place where members, discount providers and other community will access the information on the programme and other student related activities