MARKETING

PLAN

By:- Sandeep Kr.

 EXECUTIVE SUMMARY
A group of IMAGE INCARNATE is looking to increase their firm’s
income/profit. In an effort to achieve this goal, the group has identified the
event/exhibition industry and exploring it as a potential source of
profitability. To gain market share in the exhibition/event industry,
IMAGE INCARNATE plans to differentiate their services from those, that
are in the current marketplace. After review of the feasibility studies, it has
been determined that the projected future demand base for IMAGE
INCARNATE has a strong foundation and will grow into the future.

Besides profit, we want to create an inerasable image in clients mind

& heart.
CONTINUES…
LONG TERM GOALS:
vCapture wider profit margins.
vProvide a reputable service that will successfully compete in the
event/exhibition industry and satisfy customer needs and expectations.
vEstablish a strong customer base through emphasis on customer service
and relationship building. This will provide the opportunity to secure long
term demand for our services.
vTo rule over double of current market share in 2 year.

SHORT TERM GOALS:

vTo set competitive benchmarking.
vTo set transparent appraisal system.
vTo target right market or market niche.
vTo set contingency plan for continuous profit generation.
o
o
 SITUATION ANALYSIS
During my analysis, I observed that in last three
years we have been making and increasing profit,
but we could not able to manage our expenses. In
2008 we made expenses that was beyond our

Rs. In Billion
estimation. During 3 years, expenses and profits
have YEAR EXPENSE ( RS .) PBIAT ( RS .)
been as follow: 2007 69258850 10758180
2008 179037180 36071150
2009 104981560 29581690
Expense PBIAT

During last 3 years, our ROI has been shown in

the figure. We made A%, B% and C% of profit

ROI (% of invt)
respectively in year 2007, 2008, 2009. we need
to improve our profit margin that totally
depends upon our pricing strategy. More ever
we have to focus on how to reduce our expenses.
 CONTINUES…
Liquidity is crucial financial factor when
it comes to running up smoothly in the LIQUIDITY
LIQUIDITY
market and shows how capable we are to
pay our debts and unexpected financial CURRENT CURRENT
obligation. According to my analysis on ASSETS LIABILITIES
liquidity position of our firm, I analyzed
we could not able to maintain our
liquidity in year 2008, surely it was because of our expenses that we could not
maintain it.

We need to more focus on our financial department. We need to look after every
financial transaction we make in market. We need to find out multiple and loyal
vendors who can provide us raw materials in competitive prices. We also need to
improvise our marketing team who can identify appropriate market that
generates more profit and reduces our expenses. It can be done through targeting
on the right market.
CONTINUES…
The structure of the event management
market in India is slowly changing from 30

Rs. In billion
an unorganized framework towards an
organized market. The market for event 20
management in India is expected to
10
witness growth of 25% p.a. and reach
INR 23 bn by 2012. we have
0
tremendous opportunity to explore our
market and generates a lot of profit with 2010 2011e 2012e
creating inerasable image on the
market. MARKET OVERVIEW

( http://www.bharatbook.com/detail.asp?id=141480&rt=Event-Management-
Market-in-India-2010.html )
 OBJECTIVE
vTo seize double of current market share in 2 years(approx).
v
vTo increase profit.
vTo reduce cost and achieve 0 % defect product production.
v
vTo educate our management, artists, designers and every
man with latest market trends and equipped them with latest
technology .
v
vTo make a long lasting bond with our clients.
 COMPETITIVE ANALYSIS
There are total 1.5 crore (approx.) event and exhibition management
organization in India. In Delhi, there are 309 competitive firms in same
field. After analyzing competitors, we come to know with which competitors
to compete. According to our competitive analysis, what we have observed,
are mentioned below-

vThey have tied up with some of the governing body of exhibition and
event management that give them better opportunity to reach most of the
clients.
vThey have good technicians and interior designers who are capable of
providing various designing schemes and display system.
vThey flaunt each and every thing in which they are capable of.
vThey use different media channels to reach potentials clients.
vThey have better web display of their official web site that is the best
marketing tool to attract clients and customers.
o
o
o
 MARKETING STRATEGY
Marketing strategies are always noted down considering all the related
key influencing factors that can affect us in any way. Marketing strategy is
a core planning: how to put our business objective, information and
services publicly. Expensive ad exposure does not necessarily translate to
increased sales. Every marketing dollar spent should produce a good
return in sales. Our target customers need to hear our marketing
messages at least 7 times to influence a buying decision. Using marketing
& sales strategies outside our budget, doesn't allow us to repeat our
message often enough to make an impact. Marketing impact can be
greatly improved by using multiple marketing channels. Prospects will
likely become buyers if they: read about our company in the newspaper,
attend a seminar, take home a brochure, and visit your small business
website. The further we can "stretch our marketing dollars" to reach our
target market in multiple channels, the higher the impact of our
marketing message.
CONTINUES…
There are two type of marketing plan
that are commonly implemented in
market places by various
organizations. That are as follow:-
vHigh budget and high impact.
vLow budget and high impact.

For small and medium enterprises, low budget and high impact marketing plan is
the best because of their various advantages and effectiveness.

Low Budget And High Impact Techniques:

A critical part of your marketing plan is targeting the right customer. For a low-
budget high-impact marketing plan to work, find customers who are easy to
identify and affordable to reach.
Forget the mass market and go for small niche markets.
 CONTINUES…
Step 1: Narrow our market focus
Look at whom we are currently doing most of our business with. Figure out why
they do business with us and what it is about them that is unique. Write one
paragraph that describes what they look like and what they want out of life. Take a
good hard look at the rest of our clients and customers and decide if they fit that
description of our best client.

Step 2: Position our business

Figure out what it is that we do best, figure out what our target market looks for
and tell the world that we do that like no one else ever thought of. Maybe it's
serving a niche, maybe it's a form of service. Here's a hint: we probably don't know
what it is. Call up 3 or 4 of our clients and ask them why they buy from us.

Step 3: Core messages

Create several very compelling benefits of doing business with our firm and find
ways to work them into everything we say and do. Just remember it's not a benefit
unless our clients think it is. Our clients don't buy what we sell…they buy
what they get from what we sell.
CONTINUES…
Step 4: Marketing materials
Recreate all of our marketing materials, including our website, so that they speak
only of our core messages and our target market.

Step 5: Never cold call

Make sure that all of our advertising, including yellow pages, is geared to creating
prospects and not customers. We must find ways to educate before we sell. Our
target market needs to learn how we provide value in a way that will make them
want to pay a premium for our services . We simply can't do this in a 3 x 4 ad. Our
ad needs to get them ask for more information…then we can proceed to selling.

Step 6: Expect referrals

We must create a referral marketing engine that systematically turns clients and
referral networks into 24 hour marketing powerhouse. The first step in the system is
to make providing referrals a condition of doing business with our firm, if possible.
CONTINUES…
Step 7: Make our self News Worthy
A mention of our company in the right media can help deliver our marketing
message in a low cost manner.

Step 8: Live by a calendar

After we complete steps 1-7, determine what we need to do to put them into action
and then schedule them on a calendar. Whatever it is that we need to pick a month
and pledge to get it done that month. The mistake most small business owners
make is to get overwhelmed when they realize how much they really need to. But
we set example for them through our punctuality.
 TACTICS
Tactics are always based on what the strategies are. So that according to our
strategies, our tactics would be as follows:-

1.How to narrow our market focus….

Tactics: we should narrow our market in a way that can give us maximum
advantage. In order to fulfill that point of view, we will approach to those
organization that are not well known/new to Indian consumers.

2.How to Position our business….

Tactics: positioning a business is totally depend on vision and
mission & what we want to achieve. We can do this by providing
unique services based on artistic and technical frame.
e.g.- Booth Size: 20x40 that easily converts in to a 10*20 or 20*20.

3.What should be our core message….

Tactics: we keep you buzzing around market place.
we make identify unknown organization to Indian market.
CONTINUES…
4. What and how should be our Marketing Materials….
Tactics: Marketing materials are those materials that help to locate and
relocate company’s image and message to consumers thus we have to be wise while
selecting marketing materials in a way that give back maximum benefits. marketing
material contains following basic sources-
Web site. http://www.tejaswi.biz
Business cards.
Business search engines. http://www.tradeseam.com
http://www.smallbusinesssem.com
Business proposal mail catalogue. https://www.constantcontact.com
Personnel communication.

5.How can we create prospects….

Tactics: we can create prospects by using online marketing(advertisement),
by sending business proposal mail catalogues to clients, mail them profile.
 CONTINUES…
6. How to create referral marketing….
Tactics: To create referral clients, we have to deal existing clients with
carefully. They are the source for referral clients so handle them with utmost care,
provide special service to them. It involves following steps:-

A. Set A Target: In business, measure the results to improve performance. Set a

clear goal with a time line. Example, 10% increase in referral business over the next
10-12 weeks.
B. Timing: Give our clients time to experience our service or product before asking
for a referral. Ask for the referral at close only if our client is already delighted with
our business.
C. Top 20: Not all customers are referral candidates. Find the top 20% that are
ecstatic about our business and ask them for referrals. Make sure their network is
the type of client we want.
D. Give and Receive: Give our clients extra service and follow-up support before
asking for referrals. When we give willingly to our customers, they will return the
favor.
CONTINUES…
E. Type of Customer: Inform our referring clients of the type of customers you
can help. Provide a clear picture of the customer demographics will help our
referral marketing.
F. Rewards Program: Provide special rewards to our referring customers on a
regular basis. If a customer provides us with 1-2 clients, offer them something
special, e.g. discounts.
G. Thank-You: businesses need to establish trust to build referrals. "Create a
basic thank you letter that can be personalized and sent to each referral we receive.
Treat our referral sources with the utmost of care and we will not only build a
foundation of trust but keep hot prospects coming to our door."
 MARKETING BUDGET
vA marketing budget is an estimate of projected costs to market our products or
services.
v
vA typical marketing budget will take into account all marketing costs e.g.
marketing communications, salaries for marketing managers, cost of office space
etc. However much of the budget is concerned with marketing communications
e.g. public relations, website, advertising, etc.
v
vThe costs in a marketing budget will be allocated according to the campaign and
the media to be utilized.
v
vSome prior research will be necessary for the cost estimates to be as realistic as
possible. This is called advertising or marketing communications research.
v

v
CONTINUES…
APPLICATION
This estimated budget is totally MARKETING
COMMUNICATION
WEB SITE
based on marketing purpose. ……… ………………..
INTERNET MARKETING ………………. ……………………
Rate and cost that have been BUSINESS CARDS ……………….. ………………………
mentioned here gathered from  
different sources. EXPANTION & TIE Ups
CII ……………… ……………………..
….
It may vary according to our ITPO ……………… ………………………..
……
IEIA
appropriate needs and ………………. ………………….
 
requirements. I have estimated OTHER
this budget annually. TELEPHONE ……………….. ………………………….
TRAVEL ……………….. …………………………….

TOTAL  
CONCLUSION

During this whole research, study and

marketing plan, I come to know that we
have to improve ourselves in all
departments. We need to set working
standards, short term goals within a
period of time that create foundation to
the long term goals. we have some giant
clients due to our tailor made services
and client servicing. We can make it
countless if we go according to our set
standards and goals.
II would like to thank finance and production department for their kind
information and help. With out them, I would not have been able to justify
this presentation with realistic facts and data. Thank you very much.

By:- Sandeep Kr.

Soni