FACULTY: MS.

MEHWISH ZAFAR

COURSE: FUNDAMENTALS OF MARKETING

GROUP MEMBERS:
 TALHA TAHIR
 UMER FAROOQ
 JAWERIA RASHEED
 EISHA ZAFAR
 HAMMAD ALI
 UMER AHMED
EXECUTIVE SUMMARY:

Being the vision of the co-founders of this company we have tried providing our customers a
wide variety of products and services which could lead them to ultimate ease within their lives.
Therefore, with the core focus on the vision the company’s mission statement emphasizes on
the automation of daily life tasks for the betterment of people. Hence, moving forward, we
were successful formulating the crown jewel product of our company, an innovation for the
people to simplify their work. As a major break through this product had the blends to
automate the daily routined tasks at work to easily destine a large amount of data without
using the major human strength. The new product was in form of a device which was named
AIWA chip-set (where AIWA stands for Artificial Intelligence Work & Automation). The basic
version of the device had the capability to manage the workload of 5 computers at a time, thus,
after recognizing the work patterns for which the chip-set was programmed to utilize a period
of 30 days so to evaluate and analyze the tasks which had been reiterating. Subsequently,
having recognized the source of information, and the channel of data allocation, these
repetitive tasks were managed and accomplished by the chipset itself. What happened then?
The productivity of different companies started boosting as a result of shedding the major
work-load and the employees shifted from maintaining data towards thinking positively for the
goodwill of the company.

MARKET SITUATION:

Considering the fact that this chip-set has been a major breakthrough for the company, we
acknowledge that no other techno industry has been able to design a product pertinent to ours.
Regardless of the information that various techno companies are near to introduce these kinds
of devices relating our technology, we had been working hard and yet on making the former
and the new devices more advanced and effective along with the extension of new features
adding up to this technology.

DATA ON TARGET MARKET, SIZE AND GROWTH FOR PAST YEARS AND
EACH SEGMENT:
With respect to AIWA our core focus lied with those 0.5 million+ enterprises which looked
forward to process their data efficiently and effectively with the utilization of lesser resources.
Targeting all these organizations was difficult as numerous enterprises tended to keep their
faith on human resources rather on a machine which could provide better and productive
outcomes.

While our company was already correlating with such 500+ organizations realizing the need of
effective data maintenance, with their help we found it easier to reach out a network of
approx. 3000+ enterprises, although having unilateral relationships with those 500 but having
lied their confidence in them majority of these organizations showed up their interests in
buying this new technology.

While a number of 5000+ enterprises were already our customers and prevalent product
consumers, hence, it enabled us to easily approach a total of 8000+ companies and industries
to offer the new gem.

Having segmented the market into various groups including the 500+ associated industries
mutually working with our company, further, their 2500+ relating organizations and our 5000+
prevailing customer organizations, we had to divide the remaining 0.49 million companies for
our marketing plan with respect to organization sizes and needs. As we moved with this
marketing plan, consequently and eventually we grew with the increment of the product
market.

With different researches and polls carried out by our marketing team, we found that those
organizations having the number of employees varying from 30 and onwards felt the need for a
solution like AIWA provided. Having said that, we had up till experienced a figure of 93%
entities whom having bought this device had the employee size equivalent or more than 30
people.

Until now, we have measured an overall customer base of 47000+ organizations including B2Bs
and B2Cs. Concerning our perception and subsequent marketing strategies, we found out, a
number of enterprises respective of the sales were dividend on the following scale: B2Bs with
the major contribution of 87% business to our company, while raking B2Cs on a second position
with the contribution of 13% business. On the basis of further segmentation, the biggest share
with respect to B2Bs was held by FMCG’s with a percentage of 45% sales of the products.

DATA ON COSTUMER NEEDS, PERCEPTION AND BUYING BEHAVIOUR

TRENDS:

With the utilization of various marketing research methodologies our marketing department
came up with the idea that those of the enterprises which had the need to process their data in
order to make use of it and on the other hand in particular those having the employee number
of 30 and more than that were interested to process their data effectively and efficiently. The
idea was based upon different researches including market analysis, secondary data, test
samples and many other aspects.

While accounting our research, as it was the need of various organizations to have their data
processed quickly and by safe means utilizing minimal resources, it was also the perception of
enterprises to use humans instead of a technology which they thought was riskier to maintain
their precious data. This perception was what we had to encounter and eliminate from within
the people especially those having the stakes into the practical or working life and in different
organizations. On the other hand, a great number of people including a good percentage of
executives and mangers perceived this technology as a good alternative for processing their
data, these people were more of coming from the organizations having the exposures of the
latest innovations and technologies unlike the local medium and small scaled businesses which
seemed unaware or distracted with the use of advanced technology.

Similarly, the buying behavior trends as of the initial sales data were supporting large
organizations in the first place having proportioned a percentage of 53% whereas lying the
medium scaled organization on second position with a sales percentage of 39% and on very last
with the smallest sales proportion were the small-scale organization with a number of 8% sales.
Gradually and eventually upon receiving the sales data we started adding up and amending to
our marketing strategies for targeting the medium and small scaled entities which were more in
count even 10 times the number of large-scale organizations prevailing in the local market. As it
has not been a long time since the new marketing plan came to effect, thus, the recent data
shows great improvement with respect to sales yet not up to the threshold we are expecting to
reach in a next few months. The data for all time product sales including the recent data after
the implementation of new marketing plan shows a rise in the share of the middle and small
scaled enterprises although ranking moderate organizations on number second but with an
increased percentage of 43% and small scaled organizations still on 3 rd but with a higher
contribution of 12% sales proportion.

PRODUCT SITUATION: SALES, PRICES, CONTRIBUTION MARGINS AND

NET PROFITS FOR EACH MAJOR PRODUCT LINE IN THE PAST SEVERAL
YEARS.

At the first place, the technology we launched had the capability to manage the work load of up
to 5 people at a time. Appearing like a small router the device had the capacity of 5 connections
simultaneously. Later on, with updated frameworks and enhanced capabilities were launched
two more variants, one of the devices was accompanied with the features to manage the
workload of 7 people with some extended features, besides, the finest flagship device we
launched not far from a while was comprising the strength to deliver the workload of 10 people
with a variety of extended features.

So far, we have been able to produce 3 variants of AIWA, these devices are having the capacity
to update along with the new software versions being provided by our company to fix the
prevailing issues and extending new features depending on the specifications.

Recognized as the innovation of its time, AIWA has performed tremendous with respect to its
sales. The all-time sales data depicts a consumption of 10.75 million+ devices as of the current
data. As the first variant and the version of AIWA came earliest in the market, hence, it created
a hype within the consumers and as a result, they have been sold out counting 4.82 million+
pieces to date. Variant # 2 being sold on the 2nd place with the count of 3.52 million+ sales,
while variant # 3, the flagship for now, taking the final place with the sales of 2.41 million+
devices.
The prices of the devices although were static, yet they varied with the difference amongst the
specifications between them. The first version with the capacity of working for 5 computers
was tagged for $ 1055 USD, 2nd version with the capability of managing 7 people’s work for $
1500 USD and the finest version having the strength to control the tasks of 10 people for $ 2040
USD.

Recognized as a distinctive piece of technology with no competition from the market as of yet,
AIWA had more than adequate contribution margins to the company’s capital. For instance,
variant # 1 is presently having a contribution margin of US$ 100 per device sold, inclusive of all
the administrative costs. Whereas variant # 2 with the contribution margin of US$ 250/device
and the flagship device with the highest contribution margin of US$ 370.

Arising as a major innovation, AIWA profited the company more than the expectations. With a
net profit of 2 billion and 326 million US$ in just one year this product has proved to be the
crown jewel of our organization. If considered with respect to the ratios of the 3 variants then
the figures for the net profit can be seen as: variant # 1 with the net profit of four hundred
ninety-seven million US$, variant # 2 with a net profit of nine hundred and six million US$ and
variant # 3 with a net profit of nine hundred and twenty-three million US$.

COMPETITIVE SITUATION:

Having regarded the prevailing circumstances as a virtue such that we didn’t face any
challenges or competitions from any of the techno-industries in the market it became easier for
us to capture the market in the first place. While the efforts of various enterprises in
formulating a technology similar as AIWA are deemed praiseworthy, we have been working day
and night to make our technology stand above all with its innovative features, simplicity, and
ease to the people. Various applications including improvements and use of newer technologies
have been in place to make this product more advanced and progressing. To name a few, the
enterprises being in process of formulating this kind of technology can be found as follows.

1- Association for the Advancement of Artificial Intelligence (AAI)

2- Gartner Inc.
 3- DeepMind Technologies Limited
4- OpenAI
5- The Allen Institute for Artificial Intelligence

These enterprises while having their core focus upon Artificial Intelligence and technology,
haven’t openly admitted with their working for a device like AIWA. But since we have been with
the industry of technology for a long time, thus, it remains easier to find cognizance concerning
to the related products prior from the knowledge to the market which involves a great
contribution of our primary information sources. Hence, as far as now, it can be implied that
AIWA lacks competition from any major or minor prevalent product in the market.

DISTRIBUTION SITUATION: INFORMATION ON SIZE AND IMPORTANCE

OF EACH DISTRIBUTION CHANNEL.

Irrespective of a wide customer base, the need of distribution channels has always been
recognized as one of the most significant factors while the sales are concerned. Marketing
strategy regardless of distribution factors is found to be incompetent. Consequently, having
acknowledged the intimate need of distribution factors and having articulated our self with new
distribution channels we flourished our product’s sales making it available wherever the buyer
could think of it to seek.

Making use of the concept of 1 intermediary between the producer and the consumer we
approached the retailers and resellers directly to get the best outputs. The biggest and the
most profitable channels were the techno-franchises, superstores, techno-consultants and
different technological firms. On the other hand, were internet has revolutionized and the
world has become a global village such that everything in the practical markets is also available
on e-commerce websites, online stores and platforms, hence, for the first-time making use of
these methodologies, we came to have a special experience with these websites accounting a
very productive sales on internet.

All above, the “direct to end users” technique was acquired for utilizing the interests of those
3000+ organizations mentioned earlier which were of direct or indirect relation to our
organization. Depicting our product with different expos, workshops, advertisements, social
media marketing, search engine marketing, direct interactions with different companies and
users were highly effective in making these distribution channels work effectively.

A very large network of geographically based techno-franchises, superstores, techno-

consultants and different technological firms/stores etc. was utilized having counted a number
of 1.7 million+ affiliations. This was the largest network covered by our marketing and sales
team ever since the formation of this company and it was unlikely to establish but with the
maximum utilization of company’s resources.

In due course, our marketing team realized the changing trends and perceptions of the
people/organizations and making use of different e-commerce websites, online stores, buying
and selling platforms while having them marketed, a million devices were sold on internet.
AIWA having incorporated with 2000+ online ecommerce stores performed tremendously, one
of the good reasons that these websites were already enriched with a large customer base.

Amongst our professional relations and references with the companies, particularly being
targeted with the direct to end user strategy, the majority were already influenced due to our
marketing tactics and perceived performances and reviews from the market. A number of
1700+ companies officially signed AIWA as their resource for processing data which resulted in
direct sales of 21,000+ AIWA devices.

MACRO-ENVIRONMENT SITUATION: DESCRIBES BROAD MACRO-

ENVIRONMENT TRENDS – DEMOGRAPHIC, ECONOMIC,
TECHNOLOGICAL, POLITICAL/LEGAL, SOCIO/CULTURAL, THAT BEAR
ON A PRODUCT’S FUTURE.

Macro environmental aspects have been great factors influencing our product and the
outcomes in terms of sales and value to our customers have remnant far successful then what
was expected due to the favorable circumstances which have evolved with respect to
technology and innovation thus far effected by macro environment.
Demographical trends of Pakistan depict an increment in the literacy rate of the population.
While the median age is 23.8 years, 60% of Pakistan’s population is youngsters and according to
a survey it shows that 95% of youngsters are reliant on technology. It was easier to target the
youngsters for this product as compared to the elderlies who rather stick with their prevailing
methods and techniques due to the psychology of their age. Thus, following the demographical
trends which suited the product because of the people’s perception it came easier to achieve a
successful end result from them.

The economy has reinforced the up rise of technology by supporting the import of different
techno-products and technological compliments to help Pakistan grow faster and innovate
along with the current trends. It has been a major advantage as the cost of making AIWA has
always been dependent on the technology, however, the fundamental and the major
proportion of this product relies on Information Technology (IT), yet the device is incomplete
without the machine being its part.

As a major innovation, the part of AIWA which is the machine, utilizes the components from
advanced technology. Having said that, AIWA itself is a technology which doesn’t replaces a
single component out of this category. This advanced piece of technology is what makes it the
best attraction for the people nowadays.

As far as the legal and political environment is concerned, it depends upon people’s interest
and what is good for them. As the main reason the government hasn’t enforced any harsh
regulations on the technological factors, which also remains a great benefit for us. According to
the recent increment on the mobile prices by the present government, it could have been
perceived that the prices of the overall technology have up risen but it remains unlikely and the
initiative has been part of a specific strategy to increase the resources for the government.

OPPORTUNITIES THREATS
 Upcoming awareness on technology and Upcoming competition from various
the capabilities of Artificial Intelligence as techno-enterprises under process of
of the reaches and experiments being formulating a device similar to AIWA.
carried out on Artificial Intelligence.

As a result of technological upgradation Rapid advancements to the technology

intel initiative, the latest findings and resulting in the loss of attention for
inventions related to technology will be any device after a short time.
available for sharing amongst the
countries.

As still an innovation, AIWA can have more An anticipation of increase in the

advancements such that the time when a prices of silicon resulting in the
similar technology arrives AIWA would inflation of number of technological
have gone far. components affecting AIWA’s price as

well.

FINANCIAL AND MARKETING GOALS:

Finding a broader success then what was anticipated prior to the launch of this product, we find
it an opportunity for the prospects of the enterprise and the goodwill for its resources. Having
planned this to target a wider market with footsteps into the international countries, we feel
confident to launch AIWA outside Pakistan since no technology similar is available and having
reached out a number of times by international intermediaries and a lot of bigger companies
with the proposition to act as wholesalers and resellers the demand from outside is obvious.
Planning to target a whole bigger market we plan to expand with respect to the organizational
mission and resources which although were adequate until now, wouldn’t remain the same for
serving this bigger market. Strategizing the next year, we aim to establish an international
network of distribution and production of AIWA and subsequent planned products. With
regards to AIWA we perceive to produce and sell 150 million devices and capturing the market
with this major innovation. As a unique piece of technology of its time we aim and anticipate to
make it better and better and enhancing its capabilities not only to workplaces but to houses
and other civilized places.

1.Marketing Strategy
Broad marketing approach that will be used to achieve goals:
The smartest and most experienced businessmen start their business with the idea that everyone will
buy their product. But such presumptions translate primarily into bad decisions, incorrect prices,
confusing marketing strategies and, ultimately, business failure. There are five ways you can market
your product and achieve a goal, Which are following briefed:
1.Defining target market and concentrating efforts on it.
On the contrary, a smart businessman will always start an activity on the assumption that only a limited
group of people will end up buying his product or service. This analysis helps to set the goal and focus all
marketing strategies efforts and money toward that goal.
2.Identifying the benefits or needs which the product satisfies.
It makes no sense to sell everything to everyone. The game is about becoming a specialist in a particular
product or service and identifying the reasons people can buy your product.

 To satisfy the inherent basic need of the customer.

 In any way our product is helping consumer to get rid of the problem.
 In making the customers feel good.
Identifying the above possibilities helps to determine the category in which the product fits and
to adopt the marketing strategies essential for marketing the same product.
3. Defining Marketing methods.
The definition of appropriate marketing methods allows a company to decide the type of
customers to target. For example, suppose the adoption of an Internet marketing strategy, a
direct marketing strategy or public relations strategy is one of the questions that a company
must clearly define in terms of marketing methods.
In the same way, when adopting Internet marketing strategies, the adoption of Facebook,
Twitter, email or blog is an issue that needs to be thought through and resolved accordingly.
4.Setting a time frame for evaluation of marketing efforts.
The success of the marketing initiatives undertaken must be reviewed periodically with a clear
timetable. Assigning a specific time for marketing strategies to succeed and review them
periodically helps to understand if the marketing strategy works.
5.Adopting a mixed strategy to boost sale.
Advertising without proper marketing strategy alone can’t achieve marketing results because it
is like a chain in a chain and not quite as solid as the chain. Coordinating advertising with the
marketing plan is the perfect way to increase sales.
Waiting for results overnight will not be logical, but will require dedicated and consistent
efforts. Adopting a constant waiting and auditing policy is the right way to increase sales and
grow the business.

2.Target Market
You have an excellent product on sale in the market for which you have already undertaken a
fair market research or what we call an in-depth market research. In fact, you've even taken a
step forward and sold some products on the market to better understand the market situation.
But now, you believe that the knowledge acquired on the market is insufficient to market the
product. This usually happens if you have not used experts.
There is absolutely no need to feel defeated. For any business to succeed, a clear and correct
understanding of the target audience is of paramount importance. Once the target audience
has been determined, not only will it be possible to easily introduce a new product to the
market, but also the benefits of immediate sales.
The secret of immediate sales lies in finding an answer to the question of who is the ideal
customer for your new product. If you want to undertake market research yourself, you can do
it, but the money, time and effort required to access market information can be used for better
production.
The 4 guidelines below will serve as a beacon for anyone who wants to determine the target
audience for their products:

1. Uniqueness
This market research aims to understand the key features of the product to be launched -
• Product life.
• The raw materials necessary for the production of the final product.
• The final result of the finished product.
• The future part of consumers for whom the product to be launched.

2. Demographics
The demographic details study provides detailed information on the specific group of
consumers that can buy the product. This market study concerns the collection of details
concerning:
• The gender of the consumer.
• The age range in which the consumer is located.
• The level of consumer education and the income category on which they come.
3. Recipients
This study involves the acquisition of specific details on perspectives such as:
• How the target audience spends hours of free time.
• The place of residence of the target customers.
• Books they like to read.
• Movies they like to watch.
• The music they like to hear.
• The values of their lives and their religious beliefs.

4. Competitive analysis
The best way to determine the market for your product is to perform a competitive analysis
that includes:
• Comparison with other products of the same nature.
• Market share and brand value of competing products.
• Prices and other customer benefits.
• Positive and negative characteristics of competing products.
• Get an idea of the reference market for your product.

The more detailed knowledge about your target audience, such as your preferences, habits,
tastes, tastes, disgust and lifestyle, the more you will be able to know their needs and desires
and take action. to improvise or launch a better product. This will help increase turnover.

POSITIONING:

Since AIWA has been regarded as a unique and a distinct product, without any competition it
has maintained a special position amongst the consumers’ minds. While the market is yet to
see a similar technology, AIWA has cashed in the advantage to win the market perception. With
more of the company’s focus we try to market the product mostly with the practical
applications as most of the people are not aware of the proper utilization and as a result, they
tend to let it go without finding out the benefits. As the product is a new finding, it formulates a
sense of attraction amongst the broad-minded people provided they understand the
functionalities.
Besides, as the consumers are mostly B2Bs they find it more impressive, especially when they
know it is a piece of new and advanced technology with the blends to overcome the hectic data
processing framework.

PRODUCT & PRODUCT LINE:

The core brand is AIWA, a concept of automated working while there are three major
segregations where the products are concerned. The first of all among the product line was
AIWA variant 1 with the abilities to manage the work competency of up to 5 individuals or 5
computers at a time. Later on, were introduced the two extended versions of the technology
with more advancements improving the work load and the AI capabilities. Variant 2 was of the
enhancement to manage the work load of 7 computers at a time and lastly the flagship tech
device variant 3 of being able to manage the work of 9 people simultaneously.

Three of the products vary according to the specifications and price tags. With the more
advanced devices features were extended to cater the needs of the corporate society.

For instance, Large enterprises focused upon the most expensive variant the flagship device
which was of the most potential in accordance with their work relations. On the contrary, the
medium sized and small businesses were more focused on the variant 1 and 2 with keeping in
account their utilization of work and resources.

The product line was designed keeping in view of the segmentation of the market.

PLACEMENT:

While producing and marketing a technological product we emphasize upon the rational
appeals to our prospective consumers. Since we aware that the market we try to capture is full
of professionals, it is difficult to seek their interests placing the product with the usual methods.
Recognizing the distinct target market, we place our product with different projects, expos &
technological events. Our marketing team focuses on the relationships with different
authoritative people involved in these kinds of doings and arrangements to partner or sponsor
in order to grab the attention of relevant officials and pertaining professionals for the better
promotion and perception of the product.
VALUE PROPOSITION:

We promise to provide value to our costumers by catering the dominant and the most unique
technology with the blends of Artificial Intelligence as never seen and experienced before by
the working class. We ensure to provide them the ease of working to let them think instead of
getting involved into hectic reiterating tasks. We promise to save their precious time and
resources with our product to let them experience the real thinking aspects. This is what we
propose.

PROMOTIONS:

A successfully selling brand is the one which follows the proper guidelines of marketing more
concerned about the 4P’s of marketing. As soon as a product is developed, it requires an
appropriate marketing mix or promotions. Having considered a number of aspects including the
market segmentation, product characteristics, target market, availability of resources, market
planning and distribution it is easier to reach the implication of how the product will be
marketed.

AIWA having the unique sets of attribution and on the other hand with wanting the access to a
unique target market a different methodology was deemed to promote this product in order to
get the most out of it.

Instead of going for advertisements and other traditional marketing techniques we opted for a
different strategy which was rather more influential to the target market. Basically, the target
market were all the business organizations where data processing was a part of the routine.

Since what we introduced was something new and innovative, it was a dilemma to make the
people aware of what it was and how was it beneficial or in favor.

What we did? As the main selling idea for the product was making it understandable and
practical in front of the market to forge the bond of attraction, thus, we tried reaching the full
network of the enterprises by different means.
We marketed our product to different tech, business events and projects. Eventually, starting
up with sales and increased promotions, as we anticipated, the product became popular and as
a reason a new market of merchandising came to our footsteps. A wide variety of superstores
and tech franchises came into agreement to sell AIWA on the local market.

As it was not a high end B2C