The Use of Integrated Marketing Communication (IMC) and Its Effect on Increasing Sales among Yarmouk University Students

Integrated Marketing Communication By Pioneer Group

BA 309- SMALL BUSINESS MANAGEMENTInstructor: Dr. Islam A. AzzamMarketing Department 2010-2011Project Name: Online College BookstoreCompany name: Jordan students2

www.jordanstudents.joOnline BookstoreJordan IrbidUniversity streetPh:02/5214758Fax:95297541Name:Executive SummaryJordanstudents.jo is a student-to-student Internet marketplace providingcollege students with the opportunity to buy, sell andTrade college textbooks, participate in auctions, post classified ads, andBuy products for college.

Jordanstudents.jo will enable students to buy, sell,and trade used textbooks directly to other students, by-passing the university bookstores. By sellingtextbooks to other students, the seller can receive more money than the bookstore will pay and the buyer can pay less than the bookstore charges.Executive Summary

Jordanstudents.jo will offer college students a unique blend ofproducts, services, and content that is not offered by any single company on the Internet. The Jordanstudents.jo willaggregate participants, products, services and content to createa student-to-student marketplace and retail website targeting college students.

Marketing strategy

Sample of Products/Services

Pricing

Promotion

The Jordanstudents.jo overall advertising and promotional objectives are to:Acquire customers and generate sales.Position The Jordanstudents.jo as the market leader.Increase company awareness and brand name recognition among college students.Collect market research to create immediate and long-term marketing plans.

Promotion methods

Posting Flyer in and around campusesDirect MailingsUniversity and local newspaper advertisingIndoor/outdoor billboard advertisementsLinks on related web sitesTraditional media including direct mailings, magazines, radio and TVRegistration with all the major search engines

Place/distribution strategyWorld Wide WebThe Jordanstudents.jo will opening retail outlets in proximity to college campusesto support and complement the online presences.We will establish relationships with distributors that offer shipments directly to the customer.

Objectives & GoalsThe Jordanstudents.jo will strive to achieve the following objectives:

Become theleading Internet student-to-student marketplaceAttract 500,000 registered users in the first yearAchieve 50,000 visits per monthEstablish sustainable profitability within the first year

Market SegmentationGeographic segmentation:We can make Geographic segmentation by university location such as Yarmouk University(40,100 student)(6), just university (21,559 student) (4), Jordan University(37,692 student)(5), etc (wikipedia.org)

Market SegmentationDemographic segmentation:

Age: 18 to 30 yearsGender: male &femaleFacultyStudent major in universityStudent level in university14

Competition analysis1-Bargaining power of buyer- Putting a fair prices, all benefit from a win-win strategy. -In achieving competitive advantage buyer didn't need to bargaining us with price. 2- Bargaining power of supplier-The major supplier is students, An addition, there is a three wholesaler located in Amman we have to maintain a good relations and create strategic alliances with him.

3- Threat of new competitor-We have to achieve competitive advantage that hard to keeping pace with it4- Threat of substitute product-In the landscape of students market there is no substitute for courses

5-Intensity of rivalry among existing competitor-It should be to take into consideration all competitors.-We have to achieve competitive advantage that hard to keeping pace with it.

-University BookstoresThe strengths of the traditional university bookstores are current customer relationships and location to the University ,Ease of returns, The ability to pick up items for immediate use, Accurate information on what textbooks students need for their courses, The trust and security of buying from a well-known source with an on-campus location. The major weaknesses of university bookstores are the limited product selection and lack of value added services that can be offered online.

-local wholesalers and retailers

-Online sellers Major competitors

S.W.O.T AnalysisP.E.S.T AnalysisGovernment intends to encourage Jordanian businesses to offer online services and applications (including via mobile phones), especially e-commerce services, in order to grow their businesses. This will include efforts not only to service the Jordanian market but also to increase the export of goods and services by Jordanian businesses. (Ministry of Information and Communications Technology; http://www.moict.gov.jo/ar_MoICT_National_E-Commerce_Strategy.aspx))

Political factor

Economic factorWe need to look at:Interest rates.The level of inflation Employment level per capita. Long-term prospects for the economy Gross Domestic Product (GDP) per capita, and so on.P.E.S.T AnalysisThe goals of national E-commerce strategy is to increase the wealth of the Jordanian people through the development and exploitation of e-commerce.This is the overarching goal. It will be achieved by:

Exploiting the strengths and the opportunities of the ICT sector.Introducing consumer e-commerce to Jordan.Enhancing business performance and international trading links using e-commerce. (Ministry of Information and Communications Technology; http://www.moict.gov.jo/ar_MoICT_National_E-Commerce_Strategy.aspx))

Social factor The e-commerce strategy will also have an impact on social conditions through increases in employment, decreases in the cost of goods over what they would have been otherwise, greater access to goods and services, particularly in rural areas, and more variety in goods and services. People will have more choice and will be able to obtain goods and services with less travel and expense Technological factorThe relatively low cost of constructing a new web site allows us to construct a site with perfect security to the company and most convenient to the customer.

In general There is a prosperity & rapid development in technology and its application.P.E.S.T Analysis

Analyzer Strategy We take less risk and make less mistakes than a prospector, but less committed to stability than defenders. We tend to expand into areas close to existing core competency. We make incremental improvements in existing products. gradually expand existing markets. trying to maintain a balanced portfolio of products with some stable income generators and some potential winners. watch closely the developments in industry but dont act until we are sure that the time is right.Human and financial capitalWe need employees in e-commerce strategy, website architecture and design and graphic design. Additional employees may be required in the areas of senior level management, Web development, marketing, sales, human resources/recruiting, administration, customer support andother critical operational positions.This company is sole proprietorship owned and financed by Aasem al-Sayyed sulayman.

We have to make action schedule showing the various actions to be taken on a month by month basis.Within the context of a timetable must be provision for tracking all of the various activities.Timetable and action plan

EvaluationThis is perhaps best done with a quarterly review meeting at which all of both primary and secondary objectives are monitored to see if the targets which have been set are being achieved.It should be expected that not all will be, and that changes have to be made to bring the results in line with the objectives.

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