Direct marketing recommendations:

Target audience
Segment 1

Segment 2
Demographic

Age
Income level
Occupation

15-22
Students

Age
Income level
Occupation

23-30
20,000 onward
Students / Job holders
/ Business oriented

Geographic
Density

Urban / Rural

Density

Urban / Rural

Psychographic
Social Class

Middle class, Upper

Social Class

Middle class, Upper

Life style

middle class
Dependent

Life style

middle class
Dependent /
Independent

Behavioral
User status
User rate
Benefit

Daily usage
Heavy
Useful, Excitement

User status
User rate
Benefit

Daily usage
Heavy/moderate
Useful, Excitement

Objective

To deliver service related information and news

To gather customer information that can help to in building database of m9 consumer
Communicate with the individuals in private manner and thereby minimize the likelihood
of competitive detections

To maintain effective contact and build relationships with customers and prospects.

Media type
Electronic
Electronic advertising is not different from p-mail in the sense that both forms direct marketing
have the objective of putting an actionable message in front of a predisposed buyer
First of all, we have built our official website which is updated weekly. It includes all
information about the company, its products, and packages, promotions, customer feedback,

retail locations. Moreover, we have provided columns for co-workers within our content team
to provide their feedback before posting so that every department is aware of what is happening
and if any changes are required so that customer dont have to face any problems regarding any
kind of information.
We have used social media as our mode of marketing. Our Face book account is regularly
updated and every post is by the audience is entertained by our social media team so that no
hassle is created in mind of the people.
We have majorly focused on these customers so that our emails dont go as a spam.
Another way we are using is if a customer has once given his personally identifiable information,
he may receive from time to time telephone calls, email, and short message and direct mailings
containing promotional materials or market research/surveys.
Print media
Print ads and Newspaper Ads to be published in major newspapers and magazines frequently
which are of interest to all age groups to gain high readership. Series of print ads every Sunday
in Dawn / Jang / Daily Times using the Creative Themes especially
Connecting m9 whats your plan slogans:

With m9 there are always brighter days,

M9 brings choice to you

Urban: Out of homes advertising through hoardings and billboards, shop banners, events and
shows etc.
Set up stalls at various locations such as activity places, colleges and universities in Karachi and
similar places in Lahore and Islamabad.
Handout Ufone T-shirts, P-caps and Car stickers highlighting these slogans to increase awareness
and recognition.
Telemarketing
The staff is well trained and can immediately answer any query customer wants to know. They
make calls to different potential customers, people who have left using m9 and tell them about
new changing strategies try to bring them back and also provide 24/7 customer services.
Catalog
Advertisement on different channels can help to communicate with customer, so that no medium
will remain un-touch or target audience will be motivate to buy our service.

Face to face selling

By communicating with target audience and having different stales and having different small
activities in colleges and universities.

Direct marketing plan and timing

A direct mail campaign can be ready and mailed within a day to a few months depending on the
size and complexity of the campaign.
Whats important is to choose the best possible timing for your campaign, consider seasonality,
create deadlines and stick to them.
Target every segment at once, or deliver a portion a week at a time to help manage responses.
Theres nothing worse than a customer responding but not able to get through as customer
service is overloaded.
Marketing plan has started from month of March. First of all we have created a marketing plan
and survey that what is our target audience and how we are going to approach them.
First step, we will design everything i.e. from our pamphlets to our social media account (Face
book, Twitter, etc.). Also, we will create our official website so that customers could reach us
anytime.
Second step, finalizing with our designs and will create list and categorize our target audience
that whom we are going to target through direct mail and whom we will approach through
telemarketing.
Thirdly, we have planned to implement everything we have decided. We will distribute the
leaflets and flyers, to different franchises go for our promotion through telemarketing campaign
and will make our electronic media online.
Fourth step, our promotion will be on boom. We will be doing personal selling through
telemarketing, giving several promotions we have discussed about and will be focusing on our
social and print media too.
Final step, we will evaluate our results that. As our target is to increase 30- 40% sales after this
campaign so we will evaluate if we were able to fulfill the target or we need to implement some
other strategies.

Rationale

This campaign will create awareness, develop bond among customers and brand leading to
purchase of products. These kinds of strategies will eliminate those perceived risks which are
making our customer confused and have stopped him from final purchase.

Budget
The budget required for our direct marketing is around Rs. 10, 00,000. The expenses cover free
sampling, discounts, marketing campaigns print media advertisements

Internet/ interactive recommendation:

Objective

To inform users of our web presence and the benefit our website offers over its competitors.

To persuade users to use the services of the firm.

Keep customers updated of any new products or changes to business services.

Make sure that customer have a pleasant website experience by continuously improving the
navigation of the site.

To reduce costs by moving some of the operations online e.g. online retail store and customer
helpline.

To promote both online and offline activities.

Rationale
Budget

Personal selling recommendation:

Objective

To do the entire selling job (as when there are no other elements in the promotional mix).
To search outdoor and obtain new customers.

To keep customers informed of changes or new in the service and other aspects of

marketing strategy.
To collect and report market information of interest and use to company management.

Strategy
Personal selling is oral communication with potential buyers of a product with the intention
of making a sale. The personal selling may focus initially on developing a
relationship with the potential buyer, but will always ultimately end with an attempt to "close
the sale"
Personal selling is one of the oldest forms of promotion. It involves the use of a
sales force to support a push strategy or pull strategy. M9 sales representatives make selling by
providing sales to customer at their door step, like information about new packages, serving
customers and of course sell their product to attract the new customers.

Rationale
Budget

Public relations:
Objectives

To build product awareness by sponsoring some event.

To create Interest by connecting with a social cause.

To stimulate demand through arranging different promotional events.

Strategy
Rationale
Budget

Campaign flow chart:

Measurement and evaluation:

Measurement and evaluation activities occur at every point during the campaign, as well as at the
end. This section of the proposal should contain a description of those activities and the specific
methods summary about the budget utilization and the gained profit or loss, that will be used to
appraise the individual components of the campaign, as well as for measuring the overall
effectiveness of the campaign.

Budget summary