Marketing Plan - Marketing strategy Hypothetical Analysis

1. Pakistan Civil Aviation Authority
A presentation on
“Marketing Plan for 2013-14”
PAFTEK Watches Vs Competitor (TITAN Watches)
Presented by
Noman Khan
(57154)

2. To be a world class market leader by consistently
exceeding our Customer's expectations; providing them
with best of breed technology solutions at their door steps
at every purchase, we will keep on top of today's and
tomorrow’s technology, no matter how fast it moves.
Raising the Standard
We have to make an attractive mission statement that not only strongly reflect the purpose of existence of PAF
TECHNOLOGIES but exhibit the commitment and promise to our customers that the PAF will always be in the
phase of transformation with the abrupt changes in technologies, with customer first philosophy.
2

3.  PAF Watches:
 Market segmentation and targeting for PAF Watches by August 2013.
 Positioning by creating the image of elegant PAF Watches in target market
by using most effective mediums (Advertisement, info website, social
networking, electronic & SMS distribution mailer means) (by Oct, 2013)
 Launching Brand awareness campaign for newly develops watches (PAF
Watches) – campaign will focus to create brand awareness by sharing the
benefits of using the newly designed elegant PAF Watches, their design,
durability & prices and its comparison with top companies. (by Nov, 2013)
 Availability & Test marketing shall be launched in Karachi in defense & G-e-
Iqbal by company’s outlets. (by Oct, 2013)
MARKETING OBJECTIVES:
3

4. 4KEEP YOUR PACE WITH TIME

5. Title Band Name:
5
Slogan:
For the past several years, young people have fallen out of the habit of wearing a wristwatch. After all, who needs
a wristwatch when you have a cell phone? Most young, tech-savvy people prefer to simply use their smart phones
as their time pieces, without strapping an additional item on to their wrist.
The New York Times (“The Wrist Watch is Reimagined. Will Young Shoppers Care?”), watch makers are trying to
recapture the interest of young consumers by reinventing the wrist watch.
Target Market:
Middle Class
Young customer
Professionals
Sportspersons
all age group (starts from 12 years)

6.  Mens’ collection
 Women’s collection
 Wall clocks
 Table clocks
 Stop watches
6
 Analogue
 Analogue – Digital
 Digital

7. Competitors:
 Groups for this assignment
 Titan, India
 Rolex, Switzerland
 Citizen, Japan
7
KEEP YOUR PACE WITH TIME
Marketing & Promotion:
 Brand Awareness Campaign
 Advertisement
 Info through websites and the internet.
 Social Network
 Electronic Distribution Mail
 Conferences and Technology Trade Show

8. 8
in the world of sports, athletes and timekeepers do share a lot in common. That is why CITIZEN has played
a major role in sponsoring some of the world’s most prestigious events and tracking outstanding
performances around the globe.
Competitor’s brands
 Titan India
 Rolex Japan
 Citizen, Japan
Titan
India
Rolex
Switzerland
Competitors
VS

9. 9
 Mens’ collection
 Women’s collection
 Kids Collection
Target Market:
Middle & Upper Class
Professionals
Sportspersons
Young customer
Children (from 08 years)
Price Rs: 350 – 275,000
Titan as a Competitor

10. Competitors
10
 Models: 153 in Raga only
 Dial: Black / White / Blue
 Strap: Metal & Leather
 Price limit: Rs: 1495 - 25295
VS

11. 11
 Mens’ collection
 Women’s collection
 Zoop for Kids
 Models: 49
 Dial: Multicolor
 Strap: Metal & Leather
 Price limit: Rs: 350 - 995
VS

12. Men’s Collection:
 Caliber
 Specially designed for specialists, scientist, Engineers
 DIAL: white, black, yellow black
 Bracelet: according to the choice of customer
 Case: 40 mm, Plastic
 Movement: mechanical with digital compass
 Price: Rs: 2495 - 2995
12
 Smart
 Specially designed for students, Bachelors
 DIAL: white gold, blue, black, yellow black, chocolate colors
 Bracelet: steel, oyster
 Case: 38 mm, steel
 Movement: mechanical with digital compass
 Price: Rs: 995 - 1445

13. Women Collection:
 Signature slim
 Specially designed for professional ladies
 DIAL: red, purple, multicolor
 Bracelet: 09 different colors with each
 Case: 36 mm, steel
 Movement: mechanical with digital compass
 Price: Rs: 1999 - 2499
13
 Chic
 Specially designed for students, bachelors and parties occasions
 DIAL: red, purple, diamond
 Bracelet: 12 different colors with each
 Case: 31 mm, metal
 Movement: mechanical
 Price: Rs: 995 - 1295

14.  POSITIONING & PROMOTION:
 Brand Awareness Campaign.
 Advertisement
 Info websites and the internet.
 Social Network
 Electronic Distribution Mail
 Conferences and Technology Trade Show
 Sales, Services and Distribution
MARKETING STRATEGY:
Marketing should begin with the customer needs - NOT with the production process. Mktg should anticipate needs.
Process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individuals and organizational objectives
14

15.  Brand Awareness Campaign:
 The awareness of PAFTEK Watches shall include
information regarding the product mix, Product line,
depth, width and other depth of benefits of PAFTEK
Watches.
 Advertisement:
 Online banners for most visited websites
 Space for newspaper and magazine.
 TV commercials (limited)
 Co sponsoring in next T20 World Cup 2014
PAFTEK MARKETING STRATEGY:
15
Strong and effective promotion by Advertisement is one of the marketing vehicles that will help PAF
technologies to create strong brand awareness for PAF Watches. In the advertisement, PAF technologies will
list down the benefits, company information and product details for PAF Split.
VS

16.  Websites and the internet:
 The awareness of PAF technologies / information
website to provide information like company profile,
product details, online sale & service and contact
details – customers are able to have more
understanding about the company and product
range / depth.
 Social Network:
 communicate with (potential buyers), through
 Facebook and Twitter.
 Signing up an official/ professional account in the
both social network (by Sept, 2013) to stimulate PAF
Watches .
 By getting more users to join in the group, more and
more people will know about PAF Technologies and
it will help in increasing of contact database for PAF
technologies.
MARKETING STRATEGY:
16
VS

17.  Conferences and Technology Trade Show:
 PAF technologies already registered with various trade
associations and technology trade exhibitions,
 Participation in symposiums, technology trade shows.
 Participation in technological exhibition in Karachi &
Lahore Expo Centre for our innovative products
specially PAF Watches.
 Electronic Distribution Mail:
 The cost less, easiest and faster way to keep in touch
with the potential customer and also to inform them on
the solution that PAF technologies is providing.
 We will get the database (e-mail address) from our
established social networks.
 Product informative emails shall be sent to them and try
to establish long-run relationship with potential
buyer/people.
MARKETING STRATEGY:
17
VS

18.  PAF Tech. Sales, Services and Distribution:
 After sale services / maintenance
 Distribution network
 Sales through reputable third party distributors/out lets
 Offering of attractive accessories
 Introducing “PAF Rabita”
MARKETING STRATEGY:
0800 – PAF-TEK (723-835)0800 – PAF-TEK (723-835)
The technical team is able to answer customer queries immediately. This way will help the
company to save on traveling expenses when the installation needs to be done in outside the
city. PAF Technologies provide all the pre-sales and after sales support & services for customer. 18
TITAN’s CUSTOMER SERVICES:
FAQs
Contact Us
Terms of Use
Shipping Policy
Cancellation Policy
Return / Exchange Policy
Privacy Policy
Loyalty Programs
VS

19.  Marketing by Brand ambassadors:
 Brand Ambassador of PAFTEK Watches
MARKETING STRATEGY:
19
VS

20.  Clear role, responsibility, authority & accountability is to be defined and communicated
to the concern divisional units.
 Allocation of appropriate & justified funds and monitoring & control.
 Conduction of monthly meeting at divisional level and at corporate level after three
month, for monitoring and measurement of the implementation of objectives Task &
Target.
 Weekly visits to the distribution & outlets sites for evaluation of the progress.
 Monitoring of Feedback mechanism.
 24th
Board of Governors meeting in Dec, 2013 for evaluation of marketing strategy.
IMPLEMENTATION,
EVALUATION, CONTROL
20
Titan as a Competitor
VS

21. 21
…Even if you are on the right track,
you will run over, if you just sit there...
WR
KEEP YOUR PACE WITH TIME

22. Pakistan Civil Aviation Authority
A presentation on
“Marketing Plan for 2013-14”
Murtuza Hussain (55718)
M. Abrar Ahmed (56786)
Noman Khan (57154)
THANK YOU