Table of Contents

EXECUTIVE SUMMARY ....................................................................................................... 4 INTRODUCTION: .................................................................................................................... 6 Specifications: ........................................................................................................................... 6 Theory and Concepts: ................................................................................................................ 7 How it Works: ....................................................................................................................... 7 Benefits:................................................................................................................................. 7 Mission Statement: .................................................................................................................... 8 Vision Statement: ...................................................................................................................... 8 SWOT Analysis:........................................................................................................................ 9 Strengths: ............................................................................................................................... 9 Weaknesses: .......................................................................................................................... 9 Opportunities: ........................................................................................................................ 9 Threats: ................................................................................................................................ 10 Product Life Cycle: ................................................................................................................. 10 BRAND IDENTITY ............................................................................................................... 11 Logo: ................................................................................................................................... 12 Marketing Collateral: .......................................................................................................... 12 Products & Packaging: ........................................................................................................ 13 Messages & Actions: ........................................................................................................... 13 Brand personality: ................................................................................................................... 14 Brand Awareness:.................................................................................................................... 14

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Brand Awareness Plan: ....................................................................................................... 14 Identifying and understanding Target Customers: .............................................................. 15 Creating a Company Name: .................................................................................................... 15 After Sale follow up: ............................................................................................................... 16 Customer Relationship Management ...................................................................................... 16 Brand Positioning of Malegh: ................................................................................................. 17 Frame of Reference: ............................................................................................................ 17 Competitor Analysis: ........................................................................................................... 17 Points of Parity: ................................................................................................................... 17 Points of Difference: ........................................................................................................... 18 Brand Mantra:...................................................................................................................... 18 Pricing Strategy: ...................................................................................................................... 19 Manufacturing ..................................................................................................................... 19 Product Cost ........................................................................................................................ 19 Product Price ....................................................................................................................... 19 Market Skimming ................................................................................................................ 20 Channel Strategy ..................................................................................................................... 21 Push Strategy ....................................................................................................................... 21 Manufacturer to Wholesaler to Retailer to Consumer: ....................................................... 21 Place: ....................................................................................................................................... 22 PRODUCT STRATEGY: ....................................................................................................... 23 Aligning Strategies with Needs: .......................................................................................... 23 PERCIEVED QUALITY AND VALUE: ............................................................................... 24 Perceived Quality: ............................................................................................................... 24 Brand Intangibles: ............................................................................................................... 25

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Value Chain: ........................................................................................................................ 25 RELATIONSHIP MARKETING: .......................................................................................... 26 Mass Customization: ........................................................................................................... 26 Loyalty Programs: ............................................................................................................... 26 Marketing Tools ...................................................................................................................... 27 Advertising .......................................................................................................................... 27 Personal Selling ................................................................................................................... 27 Direct Marketing ................................................................................................................. 27 Web Marketing .................................................................................................................... 27 Exhibitions and Seminars .................................................................................................... 28 Conclusion: .............................................................................................................................. 29 Recommendations: .................................................................................................................. 29

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EXECUTIVE SUMMARY
We have done our work on this report. Basically the report is based on selecting a new product or brand and launches it to the market. We have taken the computer accessories in which we chose wireless keyboard with multiple functions as our product. Our brand name is MALEGH which is made by using the last name of two of our group members i.e. Mallick and Laghari. In this report we have defined the vision and mission statement, SWOT analysis, product life cycle, marketing mix of our product, brand identity, brand personality, brand awareness, and target market. Our mission and vision is completely based upon the customers expectations i.e. the quality of our product, the innovative technology and the price. In SWOT analysis we have defined the strengths, weaknesses, opportunities, and threats related to our product. Our product lies in the introductory stage in the product life cycle because it is new, but we hope that in the next few years it will be in maturity stage. And the Marketing mix describes our product, pricing, place and promotion strategies. We have also mentioned the pricing power matrix which describes the uniqueness and necessity of our product, and the chain of manufacturer to consumer. Our brand awareness, brand identity, brand personality describes the branding and marketing strategies of our product. We focus more on brand identity, because it describes our logo (which is very attractive), marketing collateral, products & packaging, and messages & actions, so it is the most important thing for any company to build their brand identity.

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We also want to create brand awareness by identifying and understanding our target customers, managing after sales follow up and managing customer relationship management. Our target market is actually the computer lover in anywhere. Another very important thing is brand positioning of our product, which actually tells us where our product and the brand sits in the market place. In short we have done hard work to launch our product, and put all efforts to make the product successful in the market. We actually have brought a unique product in market by providing 6 in 1 facility that is the uniqueness of our idea.

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INTRODUCTION:
We are actually going to launch a new business of an innovative product with the brand name of MALEGH. This idea comes from one member of the group named Qayoom Laghari. He was doing his assignment by using computer from 3 hours, then he became tired and wanted to rest, but time was short and he had to complete his assignment. So he thought about such a thing which he can use from any corner of the room by just looking at the screen. Then our product came in his mind, it is fast easy & fun, small, thin, water resistant, & durable, put it anywhere so you don't always have to reach for your mouse, on tables, desks, in cars and workshops.

Specifications:
System: Windows 2000, Windows XP, Windows Vista, Windows CE, Windows 7, Linux (Debian-3.1, Redhat-9.0 Ubuntu-8.10 Fedora-7.0 tested) Operating Distance: 30 meters Net Weight: 500g

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Theory and Concepts:

Our brand is offering Smart pad. It is wireless equipment with built in battery. All these things will be built in just one thing. This product is specially made for the personal computers which will help using computer from up to 30 meters. It will also help the consumer to work effectively, save money and time. It is an innovative product which will allow one to use computer from sitting in any corner of the room or office, now it is not necessary for one to sit close with computer. In order to become the most successful computer equipment company, we need the newest technology and loyal customers. How it Works: This device will be around regular keyboard size, which includes Keyboard, Touch pad, Speakers, Rear panel, USB port and card reader. It is connected to the personal computer via small device which will be ported in USB port of personal computer. After connecting one can use it from 30 meters. Benefits: The people, who use computers on regular basis, can get a lot of benefits by using our products; customers can get the following benefits as compared to the competitors: They can use more than one feature at a time. They can use it for a long period of time. Their eye sight is not affected, because our product allows them to sit away from the computer.

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 The complete method of using this pad is available in the form of CD. 1 year warranty has been given to our customers.

Mission Statement:
Our mission is to give our customers comfort and benefits by our new and completely innovative technology. We will meet with our customer expectations by providing them the following: High quality Innovative technology Reasonable pricing

Vision Statement:
To view the change in the technology market. To believe in producing innovative products and solutions that satisfies emerging customer needs and demands. To be very innovative.

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SWOT Analysis:
The SWOT analysis of the company shows its strengths, weaknesses, opportunities, and threats. Each of these are as follows: Strengths: The strengths of our product are as follows: Innovation is a major strength of our product. It is multi functions. It gives comfort to the user. It reduces the eye weakness of the user. Its design is beautiful. Weaknesses: Price of the product is high. Product is sensitive to use. Its maintenance cost is high than the competitors. It is very risky to start a business with a completely new product. Opportunities: None of the competitor is currently providing this type of product. In future we intend to open our own outlets. Opportunities to grow in Pakistan are low as compared to other countries, so we intend to expand our business globally.

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Threats: We will have to be careful, because the competitors are very strong. External factors (politics, economic conditions, taxes etc) may lead to decrease sales. As the price of the computers is getting low day by day, so it may also reduce our sales. The major threat for our company is the increase in dollar price against Pakistani currency, so it will increase the overall manufacturing cost.

Product Life Cycle:

A new product progresses through a sequence of stages from introduction to decline, this sequence is called Product life cycle stage. Introduction: In this stage, the firm seeks to build product awareness and develop a market for the product. Growth: In this stage, the firm seeks to build brand preference and increase market share. Maturity: In this stage, the strong growth in sales diminishes. Competitors may appear with similar products. Decline: In this stage, the sales decline. Our product lies in the introductory stage in the product life cycle, because our is new and launched first time in the market, so it is in the introductory stage. But we hope that we will be in the maturity stage in the next few years.

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Introduction Growth

Maturity

Decline

BRAND IDENTITY
Identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved color palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognizable. The identity or image of a company is made up of many visual devices, which are as follows:

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Logo: The symbol of the entire identity & brand is Logo and our logo is described below:

This logo represents the following things. Power Future Fast Consistency Quality Passion

Marketing Collateral: We use our own websites to take orders from our customers and for any queries they have from us. They can also contact us through different channels like email, telephone and others.

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Products & Packaging: Our product is packaged in boxes. As it will come from the china, it will be in bulk form. Boxes will be in container. Each container contains 1000 boxes and each box contains 10 pads so 10,000 pads come in a container. Messages & Actions: Our message is simple and we will use advertising for our product to promote it and will give repetitive messages which give consumers attraction to buy our product. All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.

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Brand personality:
Another key to building brand strength is developing a unique brand personality. Brand personality is generally understood as the distinguishing characteristics of the brand, what some call the persona of the brand. Just like people, all brands have a personality to some degree. In certain cases, it is highly emotional and vibrant; in other cases, it is understated or barely noticeable. Because brand personality is intangible and exists in an emotional realm, it is often underrated by marketers. That can be a significant oversight. A recognizable and well-defined brand personality is a key part of a successful brand's appeal. Often, it's what breaks the tie in the purchase-decision process when all the rational merits of two competitive products are deemed equal. Our brand personality is unique and attractive. When people use our product, they feel comfort and they can use for a long period of time, so it will suit their personality.

Brand Awareness:
The ultimate goal of most businesses is to increase the income and sales, and our goal is also similar. The more the customers are aware of our product and brand, the more they purchase, in this way our profit will be increased. Brand Awareness Plan: To create brand awareness, we will have to create plans, and the major components of our plan are as follows:

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Identifying and understanding Target Customers: Our target market is middle and upper class people, who are computer user, and specially those people who use computers for a long period. Who is he/she: Any computer user. Age: Computer user of any age. Education: Not required. Ethnicity: Any color and any group Resides: Both Urban and Rural area. Career Descript: Income level: At least 30K Brands in closet: Totally new product not close to any product. Where he/she shops: Computer equipments shops

Creating a Company Name:

The name of our company is Malegh Incorporation private Ltd. We have chosen the name of our company by the name of the partners of the company. Actually Malegh is the mixture of the opening part of two names i.e. Malik and Laghari.

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After Sale follow up:

The concept of after sales follow up is used globally in order to achieve the desired brand image. As we mentioned earlier that we took regular feedback from customers and doing marketing activities to repeat purchase and to change anything in our product if it is required. After marketing is all about building communication with your customers and indulge them to repeat the purchase. It means that our goal is not just sell the product, but we will have to focus on after sale activities. If our customers are facing any problem regarding our product, we will have to solve it as soon as possible. So they will be satisfied and become our loyal customer.

Customer Relationship Management

Customer Relationship Management is very important for growing the company. The Company should manage their customers properly and effectively. To make the customers loyal they have to satisfy their customers. The product should fulfill their requirements and needs, in case of any deficiency in the product, you should be there for solving it. Because if the customers are loyal with you, they will buy again and again, which will increase your profit.

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Brand Positioning of Malegh:

Brand positioning is all about where your brand currently sits and where you want it to sit in the future against your competitors. By conducting research you can find out the perception of the consumers about your product. In other words you can find out where you currently sit. For making your brand strong than your competitors you should position your brand according to the customers expectations. We have done this type of research and find out the following result: Frame of Reference: Our product lies in the category of Computer Equipment.

Competitor Analysis: Our major competitors are following: IBM Dell Hp Sony Fast

Points of Parity: Our points of parity with competitors are as follows: Size

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Solid Structure Wireless

Points of Difference: Our points of difference with competitors are as follows: Weight Six in One (Keyboard, touch pad, rear panel, speaker, Usb port, and card reader) Price Design

Brand Mantra: Sub kuch hai is me

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Pricing Strategy:
Our pricing strategy is based on the following things:

Manufacturing This product will be manufactured in China, where electronics product has huge market. In China electronic products are easy to make and produce in bulk, skilled labor and advanced technology is easily available. But the more focus will be on quality, which is basic motive. This product will be manufactured by contractors. After the manufacturing product will be imported from China to Pakistan by road. Product Cost Estimated cost of Manufacturing and delivering till our ware house in Karachi will be approximately Rs800 per device. This cost will include Manufacturing, delivering, taxes and import duties. Manufacturing product in china will put lesser impact on product cost and there is more relaxation in duties importing product from china than other countries. Product Price This product will be sold to the wholesaler at approximately Rs 1600 and then Whole seller will sell this device to the retailers approximately at Rs 1700 after taking the profit of Rs 100 and then retailer will sell to the customers at around Rs 1800. This price is for whole year but there can be fluctuation due to up and down in price of Dollar against Rupee.

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Market Skimming We have also used market skimming strategy in pricing our product. We actually set a higher than normal price to recover the initial development and promotional costs of the product. As we mentioned above that our product is innovative and no one is providing such type of product, so the chances of acceptance is very high. Now the trend is totally changed, people have less time and they will have to manage their work, so this product allows them to work for long time.

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Channel Strategy
This device will be delivered through indirect channel. Company cannot afford this product to sell through direct channel. Indirect is easy and safe way to deliver the product and it does not required huge infrastructure to sell the product. Push Strategy We will be following push strategy for our product, because if the product is ready to sell, there are more chances to sell and if the greater number of product is available in market so it will also help in marketing itself. Manufacturer to Wholesaler to Retailer to Consumer: We are going to use this strategy. Because we sell our product to whole seller, who sells it to retailer and he will sell it to consumer. This is the strategy in the beginning, but afterwards, we intended to expand our business in a way that we would open our own outlets and also expand the variety of computer equipments. So in the future we will be selling directly to the customers.

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Place:
Place has a great importance on businesses. If your place is appropriate, the chances of acceptance of your product will be higher. In the beginning we are going to sell our product in the big cities of Pakistan i.e. Karachi, Lahore, Islamabad and Faisalabad. In these cities we will supply our products in the middle class and upper class region. And afterwards we intended to open our own outlets in the different cities of Pakistan.

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PRODUCT STRATEGY:
Product strategy begins with a strategic vision that states where a company wants to go, how it will get there, and why it will be successful. Product strategy is like a road map. Its useful only when you know where you are and where you want to go. Our product is of three colors with different designs i.e. of Grey, Black and White.

Aligning Strategies with Needs: Focus on creating and delivering value-added products to target customers based on their unmet needs. We are providing the product which is according to the requirement of our

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customers. We know that in the era of information technology people require products which have many things within one product or lots of product under one umbrella. Our product is giving our customers what they want from us. We provide best quality product to them so they will be satisfied with our product.

PERCIEVED QUALITY AND VALUE:

Perceived Quality: Quality is very important aspect. Some consumers are very quality sensitive and want quality at any price. We provide best quality for all our customers as we believe quality is the main tool to attract more loyal customers. The perceived quality of product can be varying from category to category. Research has identified the following general dimensions. Performance: Our product performance is between the high and very high quality. Features: As mentioned earlier the features of our product. We provide all the features which are the requirements of our customers. Conformance Quality: What we specify we give to our customers and as our product performance lie between the high and very high quality area we provide product without any defect. Reliability: Our product is reliable in a sense as it provides continues performance over time. Durability: Our product expected life is around 5 years.

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Style and Design: We provide attractive style and design for our product which shows our quality.

Brand Intangibles: As we know that product quality is not only depends upon the tangible quality but intangibles also. There are many other factors like speed, accuracy, and care of product delivery and installation; the promptness, courtesy and helpfulness of customer service and training; and the quality of repair service. Value Chain: Consumers often combine quality perception with cost perception to arrive the overall result of the value of a product. Sometimes quality is good but cost will create the doubt in consumers mind whether to buy this product or to check others but loyal customers who knows our product will buy without thinking of price. There are five points which we have to think and be careful about them, they are Michael Porters Five Force Model which clearly gives us the clear way to maintain our primary value creating activities as there is competition every available in the market. We have our great eyes to maintain our competitive advantage over others as we are providing good quality with reasonable or affordable price to our consumers.

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RELATIONSHIP MARKETING:
The concept of relationship marketing is very important to every product because not only selling the product to the customers is not enough but to hold loyal customers with you is also the key to success. We make good relationship with our customers by taking regular feedback from them and stay in touch about our product performance and experience. According to the research it cost five times greater to acquire new customers as compare to hold the old ones.

Mass Customization: We are also providing the mass customization facility to some extent as some customers required some of the six things which we are providing so one can easily tell us through the internet. We give them this customized product by charging less. Loyalty Programs: Loyalty or frequency programs have great worth and through which marketer make more customers loyal and attract towards their product strongly. We will use this program by doing co-branding means associate our brand with some personality like Mohit; a Microsoft certified guy or some other personality.

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Marketing Tools
We have used the following marketing tools to make our brand strong than the competitors. Advertising We will use following types of advertising tools which is following: TV Advertising. Advertising News paper and Magazines. Billboards advertising. Pamphlet advertising

Personal Selling We will sell directly if anyone required in bulk quantity. Special discount for the universities. Free samples for the CEO of large companies. We will sell directly for the offices

Direct Marketing We will arrange seminars in universities Stalls at different shopping mall

Web Marketing We will advertise our product in web.

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Exhibitions and Seminars Seminars in different Universities. Seminar in Expo Centers.

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Conclusion:
In conclusion, we would like to say that our report is full of excitement and we have enjoyed our work very well as it was very interesting work for us to launch a new product. Moreover by doing this project we know the complexities of launching a new product in the market. We learnt about each and every aspect of brand which we have study in class and which we used in this report. We can now easily implement our plan in the market and we are sure that our product will be super hit in the market as it is very unique with lots of features in it.

Recommendations:
We would like to recommend this project to the other batch student to work on it and get a great amount of knowledge. This project helps us for building teams and how to work among them. So as a team project it is very good for others. Our recommendation for other people who will work for creating a new brand is that brainstorm first about what you want to make, collect the ideas and make creative product, take help from the internet that how to build brands and how to implement it and also know the difference of writing or creating the ideas to implement into the real market.

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