Superior University :”SEC”

(Report)

Submitted To: Prof: Sami Bajwa ”Marketing Plan of SEC”

 Superior University :”SEC”

TITLE OF PROJECT:

“Marketing Plan of SEC”

SUBMITED TO:

“Respectable Prof: Sami Bajwa”

SUBMITED BY:

• Muhammad Irfan 8236

• Muhammad Adeel Tariq 8347
• Shahid Mehmood 8383
• Zaheer Abbas 8377
• Shahid Usman 8340
• Nasir 8241

MBA Professional (Evening)

SUPERIOR UNIVERSITY LAHORE

Submitted To: Prof: Sami Bajwa ”Marketing Plan of SEC”

 Superior University :”SEC”

DEDICATION

We dedicate our whole efforts in working this project to:

“Our loving and caring parents and teachers and to all people who
cannot afford to study and are living in misery”

Submitted To: Prof: Sami Bajwa ”Marketing Plan of SEC”

 Superior University :”SEC”

Our Marketing Objectives

These are the objectives of our marketing plan

 Creating High level of Awareness about SEC

 Building favorable attitude of the customer

 Increasing Customers

 Consistency and Reinforcement

Marketing Segmentation (Geographical)

Lahore:
Gulberg:

Defence:

Barket Market:

Cavalry Ground:

Shadman:

Thokar Niaz Baig:

Mall Road:

Submitted To: Prof: Sami Bajwa ”Marketing Plan of SEC”

 Superior University :”SEC”

Marketing Segmentation :( Demographical)

We have divided target customer into two broad categories these are;
1. Professionals

2. Educational Institute

Identifiability

1. Professionals

In the category of professionals we have to select the following as our targeted customer
these are;
i. Human Resource Department

ii. Admin department

2. Educational Institute

In the category of the educational institute we have to select the following as our targeted
customers these are;
i. Students (Matriculations, Intermediate , Graduation and Master)

Teachers

Submitted To: Prof: Sami Bajwa ”Marketing Plan of SEC”

 Superior University :”SEC”

Potential Customers

To measure the potential customer we have to research the different industries working in
Lahore Pakistan we also research on the number of educational institute in Lahore at least
four hundreds in numbers. This data is collected from net and smeda.

Objectives of the Advertising Campaign:

If the expected customer will 60,000 then

Percentage of customers

Expected Customer Awareness Knowledge Favorable Visit Customer

Attitude (40%)
(75%) (55%) (30%) (20%)

60,000 45000 24750 9900 2970 594

Submitted To: Prof: Sami Bajwa ”Marketing Plan of SEC”

 Superior University :”SEC”

Communication Method

We have compared the communication methods on the basis of control and cost.

Communication Methods Control Cost

1. Paid Impersonal

Mass Media Advertising High High

Sale Promotion High Modest
2. Paid Personal

Sales People Modest Highest

3. Unpaid Impersonal

Publicity Low Low

4. Unpaid Impersonal

Word of Mouth Low Lowest

Accessibility

1. Organizations

For the Organization we have to choose the following techniques or methods

• Electronic Media ( Direct Mail)

• Print Media (newspaper)

2. Educational Institute

For educational institute we have to chooses the following techniques

• Print Media (newspaper)

Submitted To: Prof: Sami Bajwa ”Marketing Plan of SEC”

 Superior University :”SEC”

• Outdoor Media (Pamphlets)

• Reference Group (families, friends)

Submitted To: Prof: Sami Bajwa ”Marketing Plan of SEC”

 Superior University :”SEC”

Budget type

The budget for accomplishing objectives will be 500,000 rupees.

331,425 rupees will be spent on the print advertisement. Three major newspapers which
have nationwide circulation will be used for the print advertisement.
160,000 rupees will be spent on Signage like banners.
8575 rupees will be spent on Pamphlets will be distribute.

Print Media Advertisement

Print media should be produced to remind the target market about SEC and the long term
associations which the people have with Superior.

Client: SEC
Execute Date
Media:
Duration: Daily Times \ Jang \Khabrain
Publication Station Position Size Rate 26 28 29 13 14 15
Total Exp
Tus Thu Fri Thu Fri Sat Sun

900/pccm
Daily Times Lhr Contract 5x5 1 1 1 67,500
(Weekday)
650/pccm
Supplements 5x5 1 1 32,500
Jang (Sunday) Lhr 5x5 1495/pccm 1 22,425
Jang (Weekday) Lhr 5x5 1300/pccm 1 1 39,000
Daily Khabrain Lhr 5x5 950/pccm 1 1 1 1 95,000
Daily Khabrain
3000/pccm
(Sunday) Lhr Back Pg. 5x5 1 75,000

331,425

Submitted To: Prof: Sami Bajwa ”Marketing Plan of SEC”