Oxford Advance Learners

Oxford University Press

MARKETING PLAN
Mirza Atif Baig
April, 2011

Pakistan Air Force-Karachi Institute of Technology and Economics

Marketing Plan of:

Oxford Advance Learners Dictionary

Submitted by:

Mirza Atif Baig 55383

Submitted to:

Sir Khalid Saleem

The report is written in context to the educational purpose and all the facts and figures present in are absolutely correct up to the companys record. It is hoped that this information would become useful and substantial. In this report the marketing plan of OALD is discussed up to its real depth I would like pay thanks to Miss Raheela Baqai and my teacher Sir Saleem Khalid who assisted me throughout my reporting efforts. Mirza Atif Baig 55383

An Introduction
Oxford University Press is a department of the
Building of Oxford University Press is designed to have a cultural mix of British and Muslim calligraphic expertise.

University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide

OUP is over 500 years old. The first book was printed in Oxford in 1478, only two years after the first printing press was set up in England. In 1586, the University obtained a decree confirming its privilege to print books. In 1636 this decree was enhanced entitling the University to publish 'all manner of books'.

Building of Oxford University Press, state of the art building is designed to reflect the cultural heritage of Pakistan.

The Press comes under the chairmanship of the Vice-Chancellor of the University of Oxford and is controlled by a committee of important faculties of the various colleges at Oxford. The committee members are called the Delegates of the Press. The Chief Executive of OUP is called the Secretary to the Delegates and is responsible for the day to day running of the publishing business. OUP is not a company; it has no shareholders and pays no dividends. The profits are ploughed back into the running of the Press and in fulfilling its aims. OUP has sixteen full branches and maintains a presence in over 50 countries worldwide.

Company Analysis
The head office of the Pakistan Branch is in Karachi with sales offices in Lahore and Islamabad. There is a showroom-cum-office in Multan, Peshawar, and Faisalabad and the Branch maintains a representative presence in Sargodha, Abbottabad and Quetta.

OUP Pakistan publishes books that fall into four broad categories:

The working environment in Oxford University Press reflecting a enthusiastic working team.

Local research enhancement programs Internationally adapted books for Pakistan are made indulge with the culture and social needs of Pakistan. Internationally licensed books are re-licensed into order comply with the affordability need of the State. All imported books from U.K. and U.S.A. are sold at reduced prices.

OUP believes that there is a real future for the publishing industry in Pakistan. It does not believe in the common refrain that 'book reading is not part of our culture'. OUP believes that it is partly the responsibility of local publishers to change prevailing norms and to inculcate the book reading habit within the populace. OUP also fights against piracy which, while claiming to lower prices, actually deprives a nation of its authors. Because of OUP's high standards, the name 'Oxford' has come to signify both authority and quality in Pakistan as it does elsewhere in the world.

Oxford University Press mainly focuses on all the educational institutions working in the Pakistani society for the betterment of living standards to meet the complex modes of challenging and changing world. It further acts to increase the sales by promoting their product utilizing all the available resources and human power.

Having an only Oxford Mobile Shop being operated in the metropolitan Oxford further elaborates the goals and objectives by reaching the remote areas of Karachi and promoting the need to raise the efforts meant by Oxford.

Capturing the most customer values Oxford leads the market with the highest number of readers and loyal consumers. Its biggest strength is the huge market shares followed by the qualitative published books.

Even though Oxford University Press has big infrastructure in current market still it has to survive with some of its published books and their production is brought to an end because of having weak marketing and sales correspondence.

Market Share
Oxford University Press possesses the most of the market shares in all their products since it has a huge network and only Oxford Advance Learners Dictionary is being used by more than 35 Millions people.

Market Shares of Oxford Advance Learner's

12% 7%

Oxford possesses the most shares in the market with 52% of shares.
29%

Oxford Advance Learner 52% Cambridge Advance Learner's Webster Collin's

Customer Analysis
As far as the customer analysis is concerned Oxford emphasis on all the readers that are currently using any of the dictionary globally by making all the necessary changings with the dynamic challenges of the modern era. According to a research programme Oxford Advance Learners have about 35 Million of loyal readers.

Oxford University Press always emphasizing on some exposure to its readers to promote all its books.

All the readers present all across the globe are almost same or belong to same nature of occupations. Precisely, all the customers are of same type.

Oxford is always working to meet the challenges of dynamic era. In order to keep their readers updated, Oxford quite oftenly launches technological integration with their books and dictionaries by providing them the most value drivers in the market by using the differentiation strategy.

Oxford, while launching any of its products makes sure that all its readers dont get bother nor puzzled while making decision to purchase any of its book. Owing the most market shares in Oxford Advance Learners Dictionary the highest readers concentration is found in dictionary.

Competitor Analysis
Although, being a leading market share holder Oxford does not have any such competitor in the market that could create any difference on the targets being set by Oxford. Cambridge being the most counterpart of Oxford is supposed to be the closest competitor in the ground of Dictionary. Cambridge is optimizing and having a closest eye on each and every gap left unfilled by Oxford.

Cambridge Advanced Learners Dictionary one of the biggest competitor in Dictionaries.

Cambridge is basically working on the technological shifts. Announcing the mobility of the dictionaries for Mobile Phones Cambridge tried to took a little edge in market but as a matter of fact Oxford didnt bother with the steps took by Cambridge.

Though Cambridge does all its best by taking a technological edge still they failed since they dont have proper target markets that they need to target, the way Oxford does.

Merriam-Webster Dictionary changes itself into the needs of dynamic society still loses the market shares just because of the poor positioning and less markets.

Cambridge Advance Learners competing with Oxford still found way back when it comes to loyal readers and captures only 29% of market shares. Whereas Oxford secures the largest with 52% market Shares.

Merriam-Webster Dictionary
Merriam-Webster Dictionary claims to be the Britains favorite dictionary though they dont have any achievable market shares neither they able to position or market their product the way they need to.

The biggest drawback of certain Dictionary faces in Pakistan that Pakistan is not their market and they have no marketing and selling network in Pakistan so they capture the almost null share from this market though online marketing and selling has just made their product quite differentiated but nevertheless they yet dont have any comparison with OALD.

The biggest drawback of certain Dictionary faces in Pakistan that Pakistan is not their market and they have no marketing and selling network in Pakistan so they capture the almost null share from this market though online marketing and selling has just made their product quite differentiated but nevertheless they yet dont have any comparison with OALD.

Collins Dictionary
Collins Dictionary is supposed to be the smallest competitor of all the current competitors to OALD.

When we talk about the different competitors of OALD the last thing that comes is Collins Dictionary. As the matter of fact they also do not exist in Pakistan but the only thing that makes them differentiated from the market is the flavours that they offer to the market. They have variety of versions and in so many different languages. There is a huge difference in the pricing strategy with OALD still they follow the footsteps of OALD.

Oxford Intermediaries.
Oxford solely depends upon the strategy made by it rather than going out and find for more promotions Oxford does it all by itself.it has a huge number of distributers and a large network of Oxford Book Shops being operated all across Pakistan with a total of twenty four.

Oxford University Press Bookshop displaying the books.

Climatic Checks
PSET analysis: Political instability of Pakistan declares that there is a continuous variation in business that does effect the sales of OALD directly. Oxford always focuses on the cultural heritage of any country. Optimizing the same for Pakistan Oxford indulged itself into a cultural heritage of Pakistan. Political instability affects the economical and financial conditions of any country as well. As the matter of Oxford is not yet interested in investing anymore until the stability of political scenario. Capturing the market and taking the first mover advantage OALD is leading the market with its online edition. Further Oxford has launched an online selling spot.

SWOT Analysis: Although Oxford has great working atmosphere within in office but it surely needs to be changed a little. Some of its policies may need to be changed as employees should be delivered with some delegations and empowerments. This could highly be appreciated by the employees but working separately they can be much more comfortable. Being a multinational Oxford has always been facing threats such as security issues and piracy mafia that seems quite active against the giants but it also threatens the employees sometime. Apart from these threats oxford has created many opportunities for itself as a part of vast growing educational market in Pakistan Oxford Books are the most demanding even.

Oxford has a simple office structure but a complex line of employees empowerment.

Market Segmentation
Oxford Advance Learners does not have any specific market segment since it follows the one and only exclusive segment of the readers that simply belong to the education categories of different aspects of the society .
Oxford has a single segment of market where it penetrates all its resources.

From a school up to a higher education, university professors and students all are the loyal member of OALD.

OALD sales in units per year

80000 70000 60000 50000 40000 30000 20000 2008 2009 2010

Oxford reached beyond targets in the selling of OALD. It turned out to be a record yet.

10000 0 2008 2009 2010

OALD is such a strong stack holder in the market that it does not exactly require any such support. Still, educational institutions support the OALD. Approaching single marketing segment was never been so difficult for any company, but when it comes to Oxford then they can make in its easiest way. Oxford targets all its readers in collaborations with the educational institutions by going to their target market and evaluates its readers.

Regardless of all the market shares and market stack holders OALD and Oxford are facing some serious concerns with piracy mafia. More than 50% of total market shares of Oxford are occupied by the piracy mafia. Oxford does not touch the price sensitive market at all. Oxford is always working to maintain all its quality and goodwill in the market. Apart from this entire scenario Oxford is yet enable to cover up huge part of price sensitive market.

Product Analysis
Keeping in view as the Oxford being a most giant publisher currently working in Pakistan. OALD is not just Pakistans but its been a worlds leading dictionary As Oxford does not disturb the price sensitive market it always keeps the price of the product a bit too higher. The current price OALD id Pakistani rupees is 750. Whereas the price of the competitors are quite lower than this one but due to a huge marketing network and selling points Oxford gains the most out of it. OALD comes in the four different versions which make a choice to consumers quite easier and flexible. Soft paper with compact disk Soft copy without compact disk Hard copy with compact disk Hard copy without compact disk All these versions simply make it possible to the consumer to make an appropriate choice in accordance to their needs.

Alternate Marketing Strategies

In terms of OALD oxford does not follow any of the alternative marketing plans as according to the facts and figures its first plan doesnt ever get failed so they never go for any alternative plan or marketing strategy.

Marketing Strategy
Oxford follows a simplest type of marketing strategy using marketing mix. Although Oxford doesnt exactly disturb any of the price sensitive market still they go for some product, promotion and place of distribution. There promotion is being carried out by its marketing department though sales department always remain directly involve in the product promotion to increase the sales. Oxford even has a long channel of distribution panel that works across Pakistan under the direct supervision of marketing and sales department directly. Since there has always been a Copyrights issue with Oxford so now they have opened all their own outlets in different or most demanding cities of Pakistan. They have about a range of 11 different outlets being operated in the country.

Using the 4Ps Oxford makes it sure that any of their strategy wont go the other way.

Promotion
Oxford utilizes the most effective ways of product promotion to enhance the marketing capabilities. It gives its ads in different magazines of Pakistan like Newsletter of PACC, Dawn and The News. They also distribute the flyers in different schools of Pakistan. Oxford uses the most of its promotional activities by visiting to different educational institutions and providing them awareness about the OALD. They even use the buntings and promotional activities in different book fairs held in Karachi and different cities of Pakistan. Oxford has an exclusive mobile book shop which is timely decorated with ads of OALD. In the Oxford book shops Oxford uses the standies and different visuals to highlight the OALD.

Pricing Strategy
As it has been discussed that Oxford does not touch the price sensitive market at all. They are always working in maintaining the good relationship with all their readers in terms of quality.

Oxford keeps its profit margin up to the 40% after deducting all its fixed cost since its cost depends upon the variation in currency rate.

They basically plan their Pricing Strategy depending upon the rate of (Pound) being charged in Pakistani currency. All the dictionaries are imported from United Kingdom, which varies the pricing strategy of OALD. Generally they charge a percentage of about 40% other than the Fixed Cost and then forward it to the market.

As Oxford have got their own distribution and selling channels so they do not give any such bundle discounts at all, still they only offer a bundle discount to the retailers demanding more than 300 dictionaries at the same time.

Conclusion
Since we have gone through the whole marketing planning of OALD, since I have come up with some of the suggestions and recommendations if could be adopted in order to capture the more market shares and readers value. Firstly, the Oxford University Press major problem in Pakistan is piracy and due to that piracy about 50% of shares are put away by them. If Oxford simply reduces the price of the books in order to meet the perceptions of price sensitive market so it can capture the 50% of more market from the piracy mafia. Secondly, if Oxford increases the distribution channels and bundle discounts offered to the retailers then their market growth may get a rapid take off as since the OALD is on the maturity stage in order to increase the product life cycle its better to impose greater effect on those.

Oxford needs to meet the problems of piracy on priority basis by decreasing the prices.