Executive Summary

We take the honor and ecstasy in submitting the concise and concrete marketing plan of establishing an ISP in Pakistan, which serves as a basis and covers the fundamental aspects of marketing an ISP.

While visualizing the mission of the company, we have set down the extensive objectives and for the execution of those objectives, the strategies are designed.

In this context a detail scenario of ISP and Telecom industry, its scope, the current market situation, product and competitors are stated. As there are a lot of ISPs working in Pakistan so we have also included the complete SWOT analysis of ISP industry.

Moreover a vast analysis of market segments, market trends, user demand and market share of different contenders are given.

Our company is a company ambitious to provide customers with complete solutions of Internet and local network needs.

We have included the insertion plan; a complete media plan which include where to advertise and when to advertise our new ISP. In the end, cash flow and profit & loss statement are in the homework of the plan.

(Group Members)

Preface of SAOL

SAOL ISP, the suggested name of our ISP will be a leading ISP in Pakistan in the vicinity of time. Its command center is currently situated at Gulberg Lahore. From Lahore it will diffuse to the other city of Pakistan especially Karachi and Islamabad.

SAOL Net offers Total Internet Services to its patrons. Under the well-established brand name of SAOL, we deliver Dial-Up Internet, Broadband and Data access services to our customers.

With ever expanding horizons, SAOL Net aims to be the largest Internet Service Provider in the country with features and facilities like 24-hour technical assistance, 7 days a week, best modem to user ratio preventing busy signals, powerful, direct connection via satellite to the Internet backbone, firewall security features to safeguard against hackers. SAOL Net with approximately 256Mbps bandwidth countrywide and approximately 18000 dialup ports at present is completely geared towards providing customers with timely, reliable, superior services and solutions.

We take pride in introducing a new service from the most reliable platform for Internet and Data Communication in the country. SAOL Net is a leading Internet and Data Communication company that is focused on empowering businesses with cutting edge technology. We are focused on delivering high-quality services and solutions in many critical domains. The synergistic effect of its familiarity, expertise and quality has helped to boost.

SAOL Net offers DSL technology, enables much higher speeds ranging from 512 Kbps to 10 Mbps across the telephone lines from our Network Center to customer’s office premises.

Why pick this nameHere we have exploited the name of our ISP the “SAOL Net (Stare at Online)” because

ж This name relates to our services like outclass service of internet provider.

ж Moreover, when our target customers confront our advertising message, will surely comprehend that the ISP surpasses all the other ISPs.

ж This name implies a good and nippy service image in customer’s mind.

Mission Statement“Create and maximize value and opportunity. To be the leading, innovative and dynamically growing organization in the information technology and communication sectors so as to: deliver superior & sustained value, to achieve total customer satisfaction; and become the employer of choice.”

ObjectivesSAOL Net will establish a reputation for quality work and plans to continue to enhance its image in the industry. The company seeks to become a well-known and respected provider of advanced network solutions by:

Increasing service offerings.

Increasing availability and accessibility to current and future customers.

Creating innovative, unique, and cost-effective solutions to problems currently faced by customers.

To revolutionize the way, the communication technology is perceived

To become an internationally acclaimed company for its SAOL Netlence

To deliver most viable services and solutions to our customers, while meeting the international standards with the pace of their

journey, towards their vision, they adhere to their values as close

as possible!

Services it will offerSAOL Net provides services like Web hosting, domain registration, shared, leased and committed bandwidth solutions services to the corporate sector. Some of the services are as follows:

Satellite Broadband Solutions

Internet Bandwidth Solution

Corporate Leased Line Access

Internet Downlink Services

Network designing for Inter-Branch Connectivity

ISDN Services

DDP – Dedicated Dialup Port services

Video Conferencing

Wireless Solutions

Corporate Mail Solutions

Customized Web mail solution (POP3 Based)

Incoming Virus Free Emails for Whole Domain (Anti-Virus Mail Guard-Trend Micro)

Incoming Virus Free Emails for Mail Boxes created on Relay (Anti-Virus Mail Guard)

Technical servicesSAOL Net also provides the following technical services to its users.

Powerful, direct connection via satellite to the Internet backbone.

Complete ISDN compliant hardware for faster information access.

Best modem-to-user ratio to prevent busy signals.

24-hour, 7 days a week technical assistance.

Firewall security features to safeguard against hackers.

State-of-the art network design using Sun, Cisco and US Robotics equipment.

DSL - Digital Subscriber Line, having over 1 billion worldwide subscribers today, it is a broadband communication technology designed for use on regular phone lines. It has the ability to move data over the phone lines at

Speeds up to 140 times faster than the fastest analog modems available today.

DSL is the fastest growing last-mile broadband medium in Pakistan. It is inherently based on ATM (Asynchronous Transfer Mode) technology.

Both large enterprises and SME’s have adopted DSL connectivity in large numbers during past three years in Pakistan and have a promising future.

Benefits of DSL offered by SAOL NetAs we are striving to give our customers quality services so we will use DSL line in this regard which have the following benefits for the users.

Single point of contact and responsibility for Internet and Data Services.

Local phone line testing arranged & coordinated by SAOL Net on customer’s behalf.

Uninterrupted high speed and “Always On” Internet and Data Connection.

No phone bills, always-on.

Tested for reliability, flexibility and security.

Economical as compared to other mediums.

Budget prearrangedThe budget which available to us, is up to 30.0 million rupees which will be allotted for the following activities:

Print Media Advertising.

Outdoor Advertising.

Event Management.

Consumer Sales Promotion.

Tactics to be adoptedAs a customer-oriented company, SAOL Net offers total Internet Solutions for the business and family alike with facilities such as 24-hour, 7 days a week technical assistance, best modem-to-user ratio to prevent busy signals, powerful, direct connection via satellite to the Internet backbone, and firewall security to safeguard against hackers.

To maintain this effort we will follow the following tactics with respect to gain the competitive advantage in such a volatile environment. Our strategies will cover the following fields:

Marketing Strategies

Media Advertising Strategies

Marketing Strategy:-

Our strategy is to achieve name recognition and attract customers by aggressively pricing its services. Once customers have been acquired, the company will seek to offer them additional services which will increase margins and provide them with useful solutions they would not otherwise find.

The company will leverage its discounted services to help provide secondary income streams. For instance, the company plans to launch free email services,

business directories, and other similar services which will attract current and potential customers to our Web pages. These "page views" will be used to generate advertising revenue, as well as increase exposure of our own products and services.

SAOL NET will be able to surpass in the market because the company is small, highly focused, and motivated. The company can retort quickly to changing opportunities and take advantage of the latest technologies.

The company plans to expand its marketing efforts, service offerings, and production. It is predicted that additional services will be offered and more personnel hired within 30 days of initial capital funding. SAOL NET plans to exploit on the following areas of growth:

High-speed Internet connectivity via DSL, Wireless, and other technologies.

Web hosting and design tailored to small, local businesses.

E-commerce and associated online databases.

To provoke sales, the company uses direct marketing, computer reseller and repair facilities, and high-traffic areas (e.g. store checkout stands).

Following activities are pursued by the marketing department:

Advertising design and placement.

Public relations schedules and press releases throughout each year.

Planning and execution of all industry conferences, including the reservation of space, booths, personnel, messages, literature, etc.

Collection, analysis, and internal dissemination of competitive information.

Design, maintenance, and monitoring of websites.

Design and creation of sales support material.

Collection and dissemination of client testimonials.

Media Advertising Strategies:-

Marketing initiatives will focus on four areas: Server Hotel facilities, Web hosting, dialup access, and content provision. Marketing activities will be concentrated in the following categories:

Print Advertising. Ads will be developed and placed in several industry publications, Newspapers and magazines.

Trade Shows. The company will participate in selected local and national shows that will provide an opportunity to develop exposure. This is a very effective tool in creating awareness and stimulating lead activity.

Industry Organizations and Associates. The recommendation is to join a number of organizations that are relevant to the company as a whole. This initiative will create awareness of the company within the industry, and provide networking opportunities.

Telemarketing Campaign. Telemarketing activities geared to identify qualified leads, follow-up on sales progress to the qualified leads, and assurance that new potential contact lists are current and accurate.

Competitive AnalysisCurrent Situation Analysis:-

Before starting a new business it is very necessary to know the big and small players of that particular filed. In this connection current market situation of that field should be examined. Current market situation is based on the factors like Market, Product and Competitors .So the current market condition with reference to internet in Pakistan is as follows.

Using Porter’s Analysis:-

With reference to Porter we have analyzed the market situation of internet.

Following five forces are driving the industry competition.

Threats of new entrants.

Rivalry among the existing firms.

Threats of Substitute Products or services.

Bargaining power of Suppliers.

Bargaining power of buyers.

These five driving forces are analyzed as low, medium or high in strength.

Name of Driving Force Impact

Threats of New entrants (ISP) Medium by exerting the barriers to entry

Rivalry among the existing firms (WOL, Brain, Cybernet, Paknet etc)

High every firm is striving for the quality service

Threats of substitute products and Low

services

Bargaining power of suppliers High (More Price of providing the services)

Bargaining Power of Buyers Medium (Low Switching cost)

Competitors AnalysisAs there are a lot of ISPs in Pakistan but the main competitors of our ISP are the:

Cybernet

Brain net

WOL

Cybernet:-

CYBERNET is the largest Internet and Data Communication Network Service Provider in Pakistan. The company offers various services to the corporate and consumer sectors and it is exploring the possibilities to extend several other unique online services to its over 350,000 valued customers.

Since its commencement in March 1997, in the city of Karachi, having its share of trials and tribulations, Cyber.Net has made a name for itself as one of the leading ISP's in the country. A group company of the Lakson Group of Companies, Cyber.Net has maintained the tradition of dedication and service par excellence, which has been, and continues to be, its motto.

Cyber.Net offers Total Internet Solutions for the business and family alike. With ever expanding horizons, Cyber.Net aims to be the largest Internet Service Provider in the country with features and facilities like 24-hour technical assistance, 7 days a week, best modem to user ratio preventing busy signals, powerful, direct connection via satellite to the Internet backbone, firewall security features to safeguard against hackers. Cyber.Net with approximately 280Mbps bandwidth countrywide and approximately 18000 dialup ports at present is completely geared towards providing customers with timely, reliable, superior services and solutions.

Brain Net:-

Brain NET is pioneer in Internet Service industry in Pakistan and considered to be largest Internet service provider with greater geographical coverage and vast range of internet solutions for consumer and corporate sector.Being a Group of companies; Brain Computers was started back in 1982 with successful business of selling computer hardware solutions. In 1992 Brain has an honor of innovating emailing system first time in Pakistan history and received a lot of appreciation. In 1996 Brain incorporated Brain NET to commence Internet Services and retained an honor of First Internet Service Provider of Pakistan.Being pioneer in ISP industry, we always stood ahead all in innovating solutions. Brain has got largest Optical Fiber network in Lahore over which top IT companies are subscribed to. We are also been granted Local Loop License (LLC) by Pakistan Telecommunication Authority (PTA) to run Telecom operations with in Lahore region under BrainTEL.

WOL:-

World Online (Internet Lifestyle)

WOL Telecom Limited (Formerly Cyber-Soft Technologies Limited) is a leading provider of Internet and data services of Pakistan. Under the well-established brand name of WOL, delivering dial up Internet, broadband and data access services to consumer and businesses across the country in more than 350 cities across Pakistan.

WOL currently employs more than 200 engineers and business graduates from leading universities like MIT, Harvard, BU, LUMS and FAST. WOL is the group company of one of the largest business groups of Pakistan, The Shafi Group, which consists of nine different ventures in leather, chemical, leasing and IT industry and employs more than 1500 people with annual exports of US$ 100+ million.

Operating on a single platform using leading edge technology, the network offers broad range of IP and data services at company maintained sales outlets “WOL Net Dokaans” and round the clock customer support in 20 cities country wide. WOL’s complete line of services include: Dial Up access, IP VPN, Fixed Access, Web Hosting, WOL X.25, WOL ATM, Data Services and Software Service.In the fast pace growing demand for broadband Internet, WOL recently introduced its DSL (Digital Subscriber Line) services. DSL is an access technology that converts ordinary copper telephone line into access paths for high-speed data communications (data, audio & video).

WOL is focused at providing you with maximum value for your money by not just offering Internet connectivity but providing you with Internet solutions along with differentiated features.

Their Objective:-

To attain market leadership and expansion in the IT and communication sectors by leveraging ISP/ASP, Data Networking and Software capabilities.

Their Mission:-

To become leader in innovation and contribute IT awareness towards society. To be dynamically growing organization in ISPs and telecom industry by achieving

Internal & external customer satisfaction, superior & beneficial solutions, brining internet into common person’s life and to provide value of your money.

Being Internet Service Provider and technology seeker, we believe in creating internet & technology awareness towards common public. Further, keeping in view Pakistani job market we try to contribute by becoming favorable employer and facilitate human resources at our best so that they can meet common needs with high esteem.

Why to choose these ISPs as Competitors:-

We have included the above ISPs in our main competitors list because.

These three ISPs are well known ISP in Pakistan

They provide the quality services to their clients.

They are using different augmented services like excellent customer feedback and excellent handling of customer’s inquiries to satisfy their needs

SWOT Analysis of Internet Service Providers

Strengths:-

The main strength is the offering of reliable services

ISPs help to eliminate wasted bandwidth by not transporting the 60% of normal speech which is silence. 

ISPs using the IP - the underlying protocol – which is supported by most platforms and is independent of the transport protocol used. 

IP is an open standard and has been around for many years. 

Only one physical network is required to deal with both voice/fax and data traffic instead of two physical networks. Having only one physical network has the following advantages: 

o Lower physical equipment costs. 

o Lower maintenance costs. 

o Increases the ability to exploit new technologies. 

o Increases bandwidth efficiency. 

IP Telephony can provide considerable cost savings on long distance and international calls as the PSTN is bypassed using VOIP Gateways. 

Unified messaging systems can be achieved by sending/receiving e-mails and faxes from PC's phones, fax machines or handheld de

Weaknesses:-

While there are many aspects of this technology which provide considerable benefits, the technology is still very young and problems remain. The following paragraph looks at some of the weaknesses of this technology and their consequences. 

The Internet is not the best medium for real time communications. Individual packets can take different routes and varying delays can be encountered and packets lost in transit. Waiting for delayed packets or retransmission of lost packets can result in considerable degradation of quality. Long delays in transit can affect quality so much that the technology can become unusable, though many vendors do have solutions which aim to negate the degradation suffered due to transit delays. 

While some standards have been set by the ITU, the technology is not fully standardized and there is no guarantee that products from different vendors will be interoperable. Some vendors are trying to resolve this problem by forming groups and making guarantees about the products in the group but this is only a partial solution - vendor’s outwit the group cannot guarantee interoperability. 

Heavy congestion on the network can result in considerable degradation of service as IP is not good at providing QoS (Quality of Service) guarantees.

Some organizations feel that the QoS needs to be improved before they will invest heavily in IT Telephony solutions. 

Others see the immaturity of the technology and lack of standards across the board as a major drawback. 

Opportunities:-

Internet awareness is still in the growth process as people becoming familiar more and more with the passage of time.

With the growth in technology people want to incorporate their work with the research that is done on the other parts of world in this connection they need a high connectivity which is only provided through the use of internet.

Many vendors offer the ability to incorporate Virtual Private Networking (VPN) with relative ease into the IP Telephony solutions they provide. This allows any transmission to be encrypted using a number of cryptographic techniques and providing security by transmitting the communications through a 'tunnel' which is set up using PPTP (Point-to-Point Tunneling Protocol) before commencing communications

IP Telephony allows companies to exploit Computer Telephony Integration to its full extent. For example, a user visiting the company web site can click on a link and speak to

customer service or sales representatives directly. This allows traditional telephone sales/ helpdesks to be linked to E-Commerce which can lead to more efficient processing, and not to mention increased sales. 

The convergence of communications technologies allows greater control over communications, most vendors provide logging and accounting facilities whereby all usage can be monitored

Threats:-

A commercial threat may be posed if the company is slow to incorporate new technologies compared to its main competitors. Revenue generated through E-Commerce is expected to rise sharply over the next few years and IP Telephony and CTI (Computer Telephony Integration) techniques provide a new way of attracting business and customers

If the converged solution fails, all communications are lost. This can result in a loss of new business and / or extremely unsatisfied existing customers. Since all the telephony needs of the company are integrated, the security policy of the company should be reviewed to enhance current security measures. The system must be protected from attack by malicious intruders wherever possible, loss of network services do to a successful attack could prove catastrophic

Lack of interoperability between vendor products could, potentially, cause problems at a later date

Quality of service can be compromised when network traffic is high. This could result in a decrease in productivity, conflicting with the notion that an IP Telephony solution increases productivity. 

LogoWith reference to our ISP name SAOL we use the following logo.

Why to use Logo:-

We have used this logo because

1. This logo creates the awareness about our ISP name SAOL. Hence it proves very helpful in creating awareness among the users.

2. It covers the user easiness to handle all the information

3. The semicircle shows the eclipse shape of the world to whom the user is connected to the world through our ISP.

The round spot in the eclipse shows the movement of information in the world.

Tagline:-

Tagline is the last sentence or the short statement at the end of TVC.

We use the following tagline:

"Eye to the world"

Why to use

We have used this tagline because when the internet users came to know about our advertisements they clearly distinguish us as a high speed internet service provider.

Unique Selling Proposition:-

As we want to become the leading ISP in Pakistan, it shows our competitive edge to over competitors.

Our USP is

"Use SAOL Net to get Ultimate high speed Internet Experience"

I ONLINE

Why to Use

We have used this unique selling proposition because it shows our competitive edge to our competitors.

Segmentation:-

Segmentation is the process of dividing the whole market in different segments which are homogenous within the segment and heterogeneous outside. Cyber net has segmented its market on the basis of:

Geographic Segmentation:-

Geographically we will first cover the whole market of Lahore and then move to the market of Karachi, Islamabad

Demographic Segmentation:-

On the basis of demographic we first segmented our corporate users in the core segment and then students on the secondary segment.

There will be another segment of the home users.

Target market:-

After segmentation the second thing is to serve the target customers so SAOL net targeted the:

Primary Target Market

Our primary target market is the corporate sector like Multinational organizations, Telenor, Mobilink, cash and carry and warid.

Secondary Target Market

Our secondary target market is the Students, home users and:

The people from Upper classes

The people from middle classes

Positioning:-

As our primary target market is corporate sector and secondary target market is the consumer from upper and Middle class so we positioned our services in the mind of target market through providing ultimate internet speed.

Four P'SProduct Strategy:-

As our ISP is a service based company and it provides the service of internet, so our service strategies are as follows.

Services

SAOL Net provides services like Web hosting, domain registration, shared, leased and committed bandwidth solutions services to the corporate sector. Some of the services are as follows:

Satellite Broadband Solutions

Internet Bandwidth Solution

Corporate Leased Line Access

Internet Downlink Services

Network Designing for Inter-Branch Connectivity

ISDN Services

DDP – Dedicated Dialup Port services

Video Conferencing

Wireless Solutions

Corporate Mail Solutions

Customized Web mail solution (POP3 Based)

Web-Hosting Services

Application Hosting

FTP Services

Real Time Branch Office Connectivity

Domain Registration and Mapping

Managed Firewall Services

Incoming Virus Free Emails for Whole Domain (Anti-Virus Mail Guard-Trend Micro)

Incoming Virus Free Emails for Mail Boxes created on Relay (Anti-Virus Mail Guard)

Strategies

We take into consideration the following necessary things while to render our service.

Performance:

Our main emphasis is on high performance service provider so we tend to persistent regarding the speed and performance of internet.

Reliability

We make our service reliable by using new technology like VSAT.

Durability

We make our service durable by giving the users quality efforts to improve their satisfaction at reasonable cost.

Pricing Strategy:-

Price is one of the revenue generating elements of the traditional marketing mix, and price premiums are one of the most important equity benefits of creating brand awareness and strong, favorable and unique brand associations. To set the price consumer perception and value of the product should be kept in mind.

So we are currently using the price penetration strategy.

Price Penetration Strategy:-

As we are the new entrant in the market so there is a need to capture the market first. For this purpose we use the price penetration strategy in which we involve in setting the low price of our services to capture the market share and to gain competitive advantage. In this connection we introduce the new card scheme for the home and corporate users as.

Different SAOL student’s cards are distributed. These cards having the scheme like one who uses the net three hours continues the fourth hour will be free.

We will also issue cards for the students who are very low priced. These cards carrying the name like SAOL Better and SAOL Best.

SAOL Better has 5 hours in only 10 rupees while SAOL Best card having 12 hours in only 20 rupees.

We will also be serving the corporate sector with a low rate of DSL. Its price will be 1000 Rupees for one moth.

Distribution strategy:-

The manner by which a product is sold or distributed can have a profound impact on the resulting equity and ultimate sales success of a brand.

So the marketing channels are defined as "sets of interdependent organizations involved in the process of making a product or service available for use or consumption."

Channel strategy involves the how many channels are used for the distribution of products and services.

There are mainly two channels are used for this purpose:

Direct Distribution Channel

Indirect Distribution Channel

We will use both these types of channels like we are serving to the corporate through direct channel by rendering them the service of DSL

And for serving the home users and students we use Dealers network.

We plan to have four main dealers in Pakistan in Karachi, Lahore, Rawalpindi and Islamabad.

We believe that for Pakistan to be a global communications hub, it is important that our customers be able to get in touch with people from all over the world, 24 hours a day. A reliable and robust network infrastructure is the key to ensuring that our services are kept up and running round-the-clock. So we want to become specialize in flexible and innovative services that are based upon open systems to fulfill our customers’ end to end communication needs with maximum clarity and control.

Promotions Strategy:-

We will use print media and outdoor advertising for its promotion. However in spite of this we will also use many tools in its promotion like:

(a) Publicity

(b) Word of Mouth

(c) Emphasis on Event Marketing

Live Concert

(d) Outdoor Media

(e) Electronic Media

(f) Radio

We are initially going to launch our ISP through Outdoor and print media advertisement.

Advertising and Media Plan OutlinesMEDIA PLAN SUMMARY:-

The Media Plan is developed for an ISP “SAOL Net”

This media Plan is consisted of three major segments in both ways one is showing the all activities detail and other is showing the cash flow of these activities month wise i.e. as under

Activities detailed by Month:

Pre-Launch Activities (Rs 6,500,000approx)

Launch Activities (Rs 12,500,000approx)

Post Launch Activities (Rs 1, 0500, 000approx.)

Every segment of launch stage, there are two types of activities i.e. ABL (Above the Line Activities) and BTL (Below the Line Activities) that will be on road time to time which will create the pull and push of product in the market accordingly. These all activities are designed and developed the keeping in mind both aspect i.e. B2B and B2C (Business to Business and Business to Consumer) which will be enforcing directly and indirectly to target market and will get desired results.

Moreover there are details of these activities in the end which also clear the picture of this Media Plan for further understanding.

SAOL NetLaunching Strategy Brief:-

SAOL Net is going to be an ISP which will provide fast internet services to users at affordable rate and our strength will be customer satisfaction

Objectives:-

To introduce Fast Internet services in Pakistan

To give maximum satisfaction to the customer at minimum cost

To earn profit yet satisfying customer’s needs

To capture most of the Commercial zone by providing them Fast internet services at nominal rates.

OVERALL STRATEGY:-

We will launch the “SAOL Net” by aggressive publicity through direct marketing, personal selling.

Once this has been achieved the Publicity of the service should then be reinforced through advertisement.

PRE-LAUNCH:-

Choice Of Brand name for the Internet service, that is we have chosen “SAOL Net”

Design the Logo.

Preparation of Print Ads.

Outdoor site Selection ( Billboards )

LAUNCH:-

Ads in DAWN, BUSINESS RECORDER, JANG, AURORA

Opening Ceremony in 5 star Hotel of Lahore.

MEDIA

The awareness campaign should be run on the Following media:

Newspapers

IT Magazines

Hoardings

Post Launch

Direct marketing by sending the sales force to multinational and national organizations

Placing of hoardings at Gulberg, Berket market, Davis road and Campus area.

Run the ad on Radio Fm 101 and FM 89.

A TVC for cable television

MEDIA

The awareness campaign should be run on the Following media:

Newspapers

IT Magazines

Hoardings

Radio

Cable

Publications

The newspaper that we suggest for the advertisements are:

Dawn

Jang

Business Recorder

Magazines:

Aurora

Net Mag

Jang Sunday Magazine

Spider stare at online saol

Dawn Mag

Why to choose these publications

We have used these publications because

These publicati ogle ons has maximum readership

These publications and magazines are equally important for both students and corporate sector especially the Dawn and Jang respectively.

We plan for heavy burst of insertion for initial two months and then mild burst for 6 months and then low burst for the remaining 4 months by keeping in view of our budget.

Advertising:-

A series of print ads should be developed for targeted placement

The ad size should range from full page to quarter page for different magazines, newspapers and trade publications.

Posters and brochures are developed for sending them to different outlets and corporate sectors.

Out door Advertising:-

We plan to use the two cities of Pakistan for placing of hoardings. These are Lahore and Islamabad.

At Lahore

Different hoardings are placed firstly at Lahore at the following locations

Gulberg Main Market

PU Campus bridge

Davis Road

Mall Road

Chauberji square

Why to choose

We have used these areas for the following reasons

1. As our core target market is the corporate sector and the most business world resides and working in Gulberg, Davis road and Mall road.

Our secondary target market is the student so hoardings at Chauberji square and PU Campus Bridge will entertain the students.

Insertion Plan for Print MediaWe have made three insertion plans with reference to our activities i.e. Pre launch activities, Launch Activities and Post Launch Activities.

Cash Flow of Activities:-

Pre launch Activities 4,776,186Rs

Launch Activities 6,334,300Rs

Post Launch Activities 8,516,900Rs

TOTAL 19,627,386Rs

A complete detail of the spending of these activities is given as:

Out Door Media Insertion Plan:-We have also divided the plan of outdoor media into three activities.

Pre Launch Activities 1,208,320Rs

Launch Activities 1,812,480Rs

Post Launch Activities 1,580,000Rs

Total 4,600,800Rs

Pre Launch ActivitiesFor the Month of March 2007

Position of Hoardings Size of Hoardings

Days to Place the hoardings

Cost

Rs.

Barkat Market 10x20 15 120,000

Chauberji Square 10x20 15 135,200

Mall Road 10x20 15 127,782

Gulberg Main Market 10x20 14 205,338

Davis Road 10x20 15 105,000

Campus Bridge 10x20 15 170,000

Cavalry Bridge 10x20 15 135,000

Defense 10x20 15 210,000

Total 1,208,320Rs

Launch ActivitiesFor the Month of April 2007

Position of Hoardings Size of Hoardings

Days to Place the Hoardings Cost

Berket Market 10x20 20 250,000

Chauberji Square 10x20 20 175,200

Mall Road 10x20 20 295,000

Gulberg Main Market 10x20 20 280,000

Davis Road 10x20 20 202,280

Campus Bridge 10x20 20 190,000

Cavalry Bridge 10x20 20 200,000

Defense 10x20 20 220,000

Total 1,812,480Rs

Post Launch Activities

For the Remaining ten months from May, 07 to February 2008

Electronic Media:-We have planned to use two media for this purpose:

Radio

Cable Television

Radio

For Radio we plan to run the following massage at Fm 101and Fm 89

Why to Choose

We have plan to choose these stations because

1. FM 101 has a maximum coverage as it is listened in 99 cities of Pakistan and has 8 stations.

2. It is largely listened by the corporate sectors.

3. City FM 89 is listened by the High class segment and hence we can target them through this.

Script

High speed connectivity is no longer a problem now.

Just connect yourself through SAOL Net and take the pleasure to move along the full and quick stream of information.

As we promise to give you Ultimate high speed Internet Experience.

Cable Network

We plan to choose the three cable operators at Lahore

1. NBC

2. World call

3. Star

Why to choose

We have used cable network because

1. It has high viewer ship

2. It is inexpensive media

3. Corporate people and students too take keen interest to view the cable programs

4. Moreover these cable operators are rendering their services mostly to our target market.

ScriptThe same script as for the radio will run on the cables throughout the year in the form of news run along the Sports Program and along the news session.

The message would be

High speed connectivity is no longer a problem now.

Just connect yourself through EXCEL Net and take the pleasure to move along the full and quick stream of information.

As we promise to give you Ultimate high speed Internet Experience.

Log on to www.SAOL.net.pk for further detail.

Cash Flow.

Pre Launch Activities 6,901,506 Rs

Launch Activities 10,209,780 Rs

Post Launch Activities 13,437,900 Rs

Total 30,008,186 Rs

Cash Flow for Media Plan

Pre Launch Activities

Cash Flow for Media Plan

Launch Activities

MonthJul-

07 Aug-07Sep-

07Oct-

07Nov-

07Dec-

07Jan-

08Feb-

08Mar-

08Apr-

08May-

08Jun-

08 Total

Launch Activities  

BTL Activities  

Music Concert+Conference   1,250,000                     1,250,000

Hoardings For One Month

5 Hoardings in Lhr of size 10x20   1,812,480                     1,812,480

 

ATL Activities

Campaigns in News papers+Magz   6,334,300                     6,334,300

POS (Printing)

Leaflets, Brouchers or flyers   500,000                     500,000

Cable Television   200,000                     200,000

Radio FM 101, FM 106.2, FM 89   113,000                     113,000

Production Cost

Sales Force job 250,000                     250,000

Designing cost of press ad                        

Designing cost of Magazines                        

Designing Cost of Hoardings                        

Designing Cost of POS Material                        

Radio/Cable TV Script writing                        

Total Cost  

10,459,780

                     

10,459,780

 

Cash Flow for Media Plan

Post Launch Activities

Graphical Presentation of Cash Flow

Pre Launch Activities:-

Launch Activities:-

Post Launch Activities:-

Over all Cash Flow (Month Wise)

Business Promotion Plan:-In order to promote the business different promotional tools are adopted. For this purpose we plan to adopt the following tools.

1. Event Management

2. Personal Selling

Event Management

In event management we will do the following activities.

1. In pre launch activities we conduct a press conference which covers the introduction of our ISP and we invite the prominent journalist from all the News papers and hence we create a press release too in this context.

2. In launch activities an IT conference is presided by the Excel Net and where we invite leading men from the corporate sector along with education and IT minister.

3. In post launch activities we will arrange a musical concert at Alhamra Art Complex. This show will be opened for the students and people from every sphere of life.

4. In post launch activities we will arrange an IT conference again inviting the different ISPs in Pakistan along with industrialist.

Personal Selling:-

We plan to make extensive personal selling. For this purpose we plan to hire a sales manager having the following qualities.

1. Motivation

2. Human relation skills

3. Higher than average energy level

4. Ambition

5. Human interaction

6. Persuasiveness

7. Behavior Flexibility

8. Intellectual ability

9. Personal impact

The Personal Selling Functions

Sales force perform the following function

1. Territory development Planning the sales force Effort

2. Developing the Sales Force

3. Directing the sales force

4. Evaluating the sales force performance

5. Sales Evaluation

6. Visit to different organization and persuade them to use the facilities provided by the Excel Net.