Assignment # 2

Submitted To:

Dr Orangzaib

Submitted by:

M Ameer Hamza (FA20-BCS-047)

M Fahad Imtiaz (FA20-BCS-053)
M Waqar (FA20-BCS-067)
M Usman Khalid (FA20-BCS-089)
Subject:

Fundamentals of marketing

Session:

2020-24

Date:

27-02-2024

DEPARTMENT OF COMPUTER SCIENCE & INFORMATION TECHNOLOGY

COMASTS UNIVERISTY ISLAMABAD, VEHARI CAMPUS.
 Hamza
Marketing Plan:
A marketing plan is a document that lays out the marketing efforts of a business in an
upcoming period, which is usually a year. It outlines the marketing strategy, promotional, and
advertising activities planned for the period.

11 Key components of a marketing plan:

The size, granularity, and elements of a marketing plan differ for every business, depending on
its industry, goals, and available resources. However, there are some elements that are common
in most marketing plans:

1. Executive summary:

The executive summary explains the overall purpose of your marketing plan and briefly describes
all the relevant components. It includes an overview of your marketing and advertising goals, a
description of your current marketing position, an overview of your campaign’s timeline, and a
description of your product/service and target market.

2. Mission statement:

A mission statement is a short statement reflecting the purpose of your business at that point in
time. It can talk about what you do, the types of products and services you offer, your target market,
or your competitive advantage. Here are some mission statement examples:

“ To connect the world’s professionals to make them more productive and successful. ” -
LinkedIn

3. Market analysis:

A market analysis asks you to look deeply at your business and industry. For this section, you will
reflect on where your business and your marketing strategy stand right now. You should include
what you’re selling, your unique selling proposition (what separates you from competitors), your
best performing marketing channels and campaigns so far, and your current marketing objectives.

4. SWOT analysis:

A SWOT analysis looks at the internal and external environment your business operates in.

• Strengths refer to what your business does well, your tangible assets and internal
resources, and what sets you apart from the competition.
• Weaknesses include areas where your business needs to improve, resource limitations, and
places where your competitors are excelling.
• Opportunities refer to your industry as a whole, including underserved markets, lack of
competitors, growing popularity for the products/services you provide, and positive media
coverage of your industry.
• Threats include parts of the external environment that could potentially harm your
business.

Fahad

5. Competitor analysis:

If you offer a similar product or service to other companies, you need to communicate why your
offering is more valuable. To do so, you must understand what your competitors are selling, who
their audience is, and how they’re communicating with that audience.

6. Target market:

Your target market represents the ideal customers of your product or service. You may have one
ideal customer, or you may market to a few different personas. When thinking about your target
market, consider these attributes:

• Demographics - age, gender, income, education, occupation, marital status

• Geographics - location (country, region, state, city, town), climate, culture
 • Psychographics - lifestyle, attitudes, risk tolerance, aspirations, personality, values,
struggles, pain points, goals
• Behavioral attributes - preferred channels and content types, loyalty, frequency of
purchases, affiliations.

7. Marketing objectives:

Your objectives are the goals of your campaign, or what you hope to accomplish. Your KPIs, or
key performance indicators, are the metrics you will track to determine if you met your objectives.

8. Pricing strategy:
You need to consider how you will price your products and services. There are many types of
pricing strategies, but these are the main three:

• Price skimming - price above competitors to recapture your margins, and lower the price
as time passes. With this strategy, you will likely sell fewer products at a higher price point.
• Competitive pricing - base your pricing off of what competitors are charging
• Penetration pricing - price below competitors to increase market share, gain customers,
and sell more units. With this strategy, you try to sell a large volume at a lower price point
and then raise prices as time passes.

9. Marketing channels:
Consider the best channels to promote your business on. You may even decide to create a separate
social media and/or content marketing strategy within your overall marketing plan, including your
editorial calendar, content types and topics, and the channels you’ll be posting on. When choosing
marketing channels, think about where your target audience spends their time and what type of
information they engage with. You also need to decide whether to use free channels, paid channels,
or a combination of both. Here are some examples of popular channels:

• Social media
• Content marketing
 • Communities
• Media coverage

10.Growth strategy:
Growth strategy refers to your long term plans and goals. Think about where you want your
business to be in six months, a year, or even five years. How does this individual campaign or plan
fit in with your overall marketing or business strategy? If your plan is successful, what project will
you take on next? If your plan is unsuccessful, will you move on or try a different approach?

11.Budgeting:
In order to actually execute your marketing plan, you will need a realistic budget. Your goal is to
execute your plan in an affordable and cost-effective way. In other words, you should be seeing
more returns, sales, or benefits than what you’re spending. There are many free budgeting
templates online you can use to track your expenses. However you decide to create a budget, it’s
important to build in a little flexibility for unexpected changes in your plan.

Waqar

Example:

NetSol Marketing plan

Software for auto leasing is produced by American software company NetSol Technologies. Its
headquarters are in Calabasas, California, in the US. Maintaining its position as a pioneer in
offering cutting-edge solutions to the worldwide asset finance and leasing sector is NETSOL
Technologies. The first company in the sector to undertake digital transformation and introduce a
full line of digital solutions is NetSol.

4Ps of NetSol
Product:

Selling its goods into five major categories, each of which corresponds to a different product line.
Customers can purchase NetSol products with a variety of features that other companies don't
provide. As a result, its products are regarded as distinctive. Its goods are thought to be of a higher
caliber than those of rivals. Customers are therefore prepared to pay more for these. Namely
products of NetSol are as:

• NFC ASCENT Ascent is built on cutting-edge technology that enables auto, equipment
and big ticket finance companies to run their retail and wholesale finance business with
ease. It is designed to provide finance and leasing companies with a platform that supports
their growth in terms of business volume and transactions thanks to its broad domain
coverage and potent configuration engines. Subdivided into
• Front Office
• Back Office
• Self service

• NFC DIGITAL NFS Digital is a combination of our core strengths, domain and
technology. Our insight into the evolving landscape along with our valuable experience
enables us to define sound digital transformation strategies and compliment them with
smart digital solutions so our customers always remain competitive and relevant to the
dynamic environment. Subdivided into
• Self-Point of Sale
• Mobile Account
• Mobile Point of Sale

Price:

A competitive pricing strategy is currently being used to determine the price level that will be
followed. This is due to the fact that there are many competitors in the industry, making data on
them easily accessible. In order to set prices for a select few products for which information about
competitors is either unavailable or for which production costs are higher, it also takes costs into
account. These products are typically sold at a premium to those of competitors. This is due to the
fact that it has more features, which the high price offsets. Currently, it also makes use of product
bundle pricing, where products are bundled and sold for less than the sum of the individual items.
For some products, it also employs an optional product pricing strategy in which the base product
is offered at one price while the accessories are priced separately. It demands a higher price for the
goods it offers for sale online. This is because the price of the product already includes the cost of
delivery

Place :

NetSol uses two marketing channels to sell its products. The first is the case where it sells directly
to the customer online. The second is the sale to wholesalers, who in turn sell to numerous retailers
spread across the nation. These are then sold to its clients. More than 500 retailers across the nation
carry Net Sol’s products. It uses a comprehensive marketing plan to spread its products across as
many retailers as it can. This guarantees that customers can easily access its products in various
regions of the nation. It uses an integrated online and offline retail model known as Omni-channel
distribution to make its products easily accessible to customers. NetSol has a network of more than
500 suppliers who supply it with the manufacturing's raw materials. As a result of the close
working relationship the company has established with its suppliers, it is able to collaborate with
them to innovate and add new, appealing features to its products.

Usman

Promotions:

NetSol is using a variety of media to market its products. It makes use of conventional media,
which includes a radio and television advertisement. This is advantageous because of its broad
appeal appeal and capacity to draw a sizable audience. Due to the growing popularity of the
internet, it makes use of online and social media advertising, which is advantageous and less
expensive. Due to the high monthly usage of YouTube, Facebook, and Twitter, it primarily
advertises on these platforms. These pages, which are exposed to frequently updated content by,
have over 100,000 likes or customer followers. NetSol carries out various sales promotions while
participating in a variety of trade shows and events throughout the year. Increases its presence in
retail stores by engaging in personal selling with a sizable sales force. The budget for promotions
for the year is determined using a percentage of sales method.

External analysis:

Opportunities:

• Sales have increased and a new trend has emerged in the e-commerce industry. This shows
that many people are increasingly making purchases online.
• The number of people using the internet has increased globally.
• Growing globalization is an opportunity because the concept of the globalization does not
confine NetSol Technologies Inc. to one nation.
• New buyers from the online channel serving as an opportunity as the business has made
significant financial investments into the online platform over the last few years .
• Increase in customer base is an opportunity as Customers must switch from unorganized
operators to licensed players in the technology sector. It will give NetSol the chance to
enter the entry level market with a streamlined offering.
• New technological innovations and advancements are enhancing industrial productivity
and enabling suppliers to produce a wide range of goods and services. This may enable
NetSol to make significant forays into related products.
• Poorly organized players are finding it challenging to operate in the software and
programming sector due to rising government regulations. This may give NetSol a chance
to grow its customer base.
 • The market's growth will dilute competitors' advantages and give NetSol Technologies,
Inc. more opportunities to compete against its rivals.

Threats :

• Many new players have entered the market, and they are taking market share away from
the already-established companies
• Due to the company's international operations, it is subject to currency fluctuations,
particularly given the unstable political environment in many global markets.
• In some markets, the competition is paying local distributors higher margins, which is a
threat given the local distributors' growing power.
• Change in the demography is threat because the younger generation is struggling to fill the
place as consumers As a result of young people's lower brand loyalty and greater openness
to trying new things, NetSol may see an increase in short-term earnings at the expense of
longer-term margin reduction.
• A shortage of trained human resources may soon arise due to the high employee turnover
rate and growing reliance on innovative solutions.
• The fluctuating interest rates in the country do not provide a stable financial and economic
environment but serving as a threat for the tech company like NetSol.
• As consumer preferences shift, businesses are under pressure to adapt their offerings to
keep up with shifting consumer demands so is the threat for the NetSol.