Marketing plan of an ad agency

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.

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

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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.

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

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

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To reach our clients through effective promotions.

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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 billboards o 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 o o o o

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

Eid days Jashn-e-baharan Ramazan Karim 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 o o o

Print Media Outdoor Television 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 %Share Classified Advertising 20 Telephone/Mobile Communications 9 Real Estates 9 Job Opportunities/Notices 7 Banks 7 TV& Radio Stations 6 Educational Institutes 6 Cinema 2 Automobiles 1 Magazines 1 Others 32 Total 100 Top 10 Companies that advertised in Print media Company %share Mobilink 5 Ufone 4 Telenor Pakistan 3 LG Electronics 3

Noor Villas 3 Al Nahayan Enterprise 3 Pak Suzuki Motor Company 3 Nokia Corporation 2 Unilever Pakistan 2 United Bank of Pakistan 2 Others 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 Telephone/Mobile communications Milk & Dairy Products Carbonated Soft Drinks Shampoos Banks Tea Biscuits Beauty Creams/Lotions/Face Wash Toothpastes Detergents Others Total

%share 23 5 5 4 4 3 3 3 2 2 46 100

Top 10 Companies that advertised on TV Company Unilever Pakistan Mobilink PTCL Pepsi Cola International P&G Pakistan Telenor Pakistan Nestle Pakistan Warid Telecom Colgate Palmolive Pakistan Coca-Cola Others

%share 10 6 5 4 4 4 2 2 2 2 59

Total

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 Stations Station FM 100 FM 89 Radio Pakistan FM 101 FM 106.2 FM 107 FM 91 FM 103 Others Total

Rs (mn) 95 93 85 69 3 60 48 36 65 614

%share 15 15 14 11 10 10 8 6 11 100

Total Advertising Spend TV Print Outdoor Direct Marketing Radio Total

Rs (billions) 10.55 7.46 2.6 1.6 0.55 22.76

%share 46 33 11 7 3 100

….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

Segmentation

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

Banks Telecom companies FMCG’s Media (radio and TV channels) Political Parties( in election period) 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.Product At 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; • Flyer A 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. Stand A 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.

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Signboard o Pole sign

o Hanging flag

• Brochures Creatively designed brochures and business cards for business meetings and personal sales offices

2. Giveaways •

Key chains

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Mugs

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Glasses

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Clocks

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T- Shirts

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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; • Billboards No 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.

Billboards Serial No. 1 2 3 4

Size 20*60 30*90 90*30 70*7 14*48

Site category A, B+, A+, B A, A+, B+, b A, B+, B A, B , B+ B+, B

view Single/Dual Single/Dual Single Single/Dual 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 ads o 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 o o o o o o

Advertising campaign operations Fuel Tolls Uniformed drivers (client supplied) Product or literature distribution (additional charges apply) Illuminated Billboards Route scheduling (routes determined by client) • • •

Event management Transit ads Wallscapes

•

•

Banners

• Streamers Usually 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. Price Prices 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 Designation % of time on account Total cost to the client(Rs) Creative director Art director Copywriter 1 Copywriter 2 Visualizer 1 Visualizer 2 Visualizer 3 Visualizer 4

50 50 50 50 50 50 50 50 Total cost per month advertising agencies operating in Pakistan.

250,000 90,000 34,000 42,500 41,500 40,600 33,475 30,000 562075

Creative For our creative services we charge affordable prices that includes;

Advision fee structure Note: 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.

Outdoor

Outdoor 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 3 days 10 days 30 days 2 months 6 months

Rates 18,000/day 16,500/day 16,000/day Negotiable Negotiable

Discounted rates for repeat customers 17500/day 16,000/day 15,500/day 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/distribution For 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 us 0322-4636231 03214927989

Your dreams…our ideas!

Your dreams…our

ideas

Contact us 0322-4636231 0321-4927989

5.

People

People at ADvision comprise of: o o o o o o o o

creative director creative manager copywriters Visualizers Skilled labors Graphic designers Uniformed Drivers 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.

6. Process For creative For 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.