This marketing plan document outlines a marketing plan for a small business venture called Stallions Den. It discusses conducting market research to understand customer needs and competitors. The plan proposes breeding and training horses and selling them at reasonable prices to spectators of cattle shows in Pakistan, the Pakistan Army, and polo and horse racing events. It suggests promoting the business by visiting cattle shows, distributing pamphlets, arranging horse shows, producing documentaries, and offering free riding lessons. The plan aims to deliver well-trained horses at competitive prices to target customers.
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Marketing plan presentation (2015, section B) [UET Peshawar]
1. THE MARKETING PLAN
SMALL BUSINESS DEVELOPMENT AND ENTREPRENEURSHIP
TEAM MEMBERS:
1. Syed Abdul Basit Shah (13PWMEC-3541)
2. Basit Nazir (13PWMEC-3540)
3. Kashif Riaz (13PWMEC-3538)
4. Hamood Ur Rahman (13PWMEC-3539)
5. Umar Ayub Afridi (13PWMEC-3563)
2. Contents:
1. Overview of all plans
2. What is Market?
3. What is Marketing plan?
4. Why do we need marketing plan?
5. Research and Analysis
6. Outline of Marketing Plan
7. What is “Marketing mix”?
8. Practical Application or Idea of Marketing Plan
3. 1) BUSINESS PLAN
2) FINANCIAL PLAN
3) PRODUCTION PLAN
4) ORGANIZATIONAL PLAN
5) OPERATIONAL PLAN
Over View of Other plans
4. Primary concern is WISH , Satisfaction and need of
customer
Quality , Quantity , Price and Time are secondary
What is Market?
6. What is its importance?
Less profit
Risk of failure
Achieving the target
Need of Marketing Plan
7. Marketing Analysis
Ups and downs of the product.
Achieved by SWOT analysis.
For a product
place
industry
person
Identifying the internal and external factors that are favorable and
unfavorable to achieve that objective.
11. Marketing research for the new
venture
It involves gathering of data in order to determine
Who will buy the product or services?
What is the size of potential market?
What price should be charged?
What is the most appropriate channel?
What is the most effective promotion strategy to inform and
reach potential customers?
12. Steps in Marketing Research
1. Defining the purpose or objectives
Ask People about your product
Quality
Price
Advertisement
13. Steps in marketing research (Continued)
2. Gathering data from secondary sources:
Old information
Internet
Newspaper
Trade magazines etc.
14. Steps in marketing research (Continued)
3. Gathering data from primary sources:
New information
Observation
Networking
Interviewing
Experimentations
15. Steps in marketing research (Continued)
4. Analyzing and interpreting the Results
16. Analyzing the situation
Background
Considering strength and weakness
Available opportunities and expected threats
Competitor analysis
17. Marketing objectives and goals
Promotion of product
Defining time interval
Determining rate of success
24. Marketing Strategy and Action Programs
Marketing Strategy and Action decisions respond to the
following question:
How do we get there?
25. The question can be best answered by marketing mix.
Marketing Mix: It is combination of;
1. Product or service
2. Price
3. Distribution
4. and Promotion
26. Product or Service
Indicates a description of the product or service to be
marketed in the venture
Product or service definition should be considered more
than the physical characteristics
It involves packaging, price, warranty, image, service, delivery
time, new features, style and even the website that will be
seen by most customers.
27. Pricing
Prior to setting the price, following three important elements
should be considered:
1. Costs (Cost of material used, labor salary and overhead)
2. Margins or Markups
3. Competition: Update the product and install new features or
reduce the price little bit from the competitor's price.
28. Distribution
Distribution provides utility to the consumer i.e. it makes a product
convenient to purchase when it is needed.
Products to be distributed in outlets that have a quality image.
Channel distribution strategy considerations are summarized in table
given on next slide.
29. Degree Of Directness
• Market Conditions --- Concerned whether end users are concentrated
(direct) or dispersed (indirect) in market.
• Product Attributes --- Concerned with whether product is large (direct)
small (indirect), bulky (direct), perishable (direct), hazardous (direct),
expensive (direct)
• Cost Benefits --- Considers the cost benefits in selection of channel
members; many benefits (indirect), minimal or no benefits (direct)
• Venture Attributes --- Considers financial strength, size, channel
experience and marketing strategy of venture.
30. Promotion
It is necessary to inform potential consumers about the
product’s availability or to educate the consumer using
advertising media.
It is achieved through the following methods:
1. Advertisement in Newspapers and Magazines
2. Radio
3. Television
4. Advertisement Boards
5. Through Social Media
33. Target Customers
Spectators of four cattle shows in Pakistan; DI Khan, Lahore
Fort, Sindh and Baluchistan.
Armored Core Division(Cavalary) of Pakistan Army
Derby (Horse Racing)
Polo festival in Shandoor
36. Distribution
Once the deal is done, the package will be delivered to the
destination customer wish for.
37. Promotion
Visiting cattle shows
Through Pamphlets
Arranging my own show
Short Paid Documentary Televised
Sometimes free control riding for untrained people to
motivate them.
Visiting the foreign countries