Executive Summary

W e take the honor and ecstasy in submitting the concise and concrete marketing plan of
establishing an ISP in Pakistan, which serves as a basis and covers the fundamental aspects of
marketing an ISP.

While visualizing the mission of the company, we have set down the extensive objectives and for
the execution of those objectives, the strategies are designed.

In this context a detail scenario of ISP and Telecom industry, its scope, the current market
situation, product and competitors are stated. As there are a lot of ISPs working in Pakistan so
we have also included the complete SWOT analysis of ISP industry.

Moreover a vast analysis of market segments, market trends, user demand and market share of
different contenders are given.

Our company is a company ambitious to provide customers with complete solutions of Internet
and local network needs.

We have included the insertion plan; a complete media plan which include where to advertise
and when to advertise our new ISP. In the end, cash flow and profit & loss statement are in the
homework of the plan.

(Group Members)

Preface of EOL
EOL ISP, the suggested name of our ISP will be a leading ISP in Pakistan in the vicinity of time.
Its command center is currently situated at Gulberg Lahore. From Lahore it will diffuse to the
other city of Pakistan especially Karachi and Islamabad.

EOL Net offers Total Internet Services to its patrons. Under the well-established brand name of
EOL, we deliver Dial-Up Internet, Broadband and Data access services to our customers.

With ever expanding horizons, EOL Net aims to be the largest Internet Service Provider in the
country with features and facilities like 24-hour technical assistance, 7 days a week, best modem
to user ratio preventing busy signals, powerful, direct connection via satellite to the Internet
backbone, firewall security features to safeguard against hackers. EOL Net with approximately
256Mbps bandwidth countrywide and approximately 18000 dialup ports at present is completely
geared towards providing customers with timely, reliable, superior services and solutions.

We take pride in introducing a new service from the most reliable platform for Internet and Data
Communication in the country. EOL Net is a leading Internet and Data Communication company
that is focused on empowering businesses with cutting edge technology. We are focused on
delivering high-quality services and solutions in many critical domains. The synergistic effect of
its familiarity, expertise and quality has helped to boost.

EOL Net offers DSL technology, enables much higher speeds ranging from 64 Kbps to 2 Mbps
across the telephone lines from our Network Center to customer’s office premises.

　
　
Why pick this name
Here we have exploited the name of our ISP the “EOL Net (Eye Online)” because

ж This name relates to our services like outclass service of internet provider.

ж Moreover, when our target customers confront our advertising message, will
surely comprehend that the ISP surpasses all the other ISPs.

ж This name implies a good and nippy service image in customer’s mind.
 　
Mission Statement
“Create and maximize value and opportunity. To be the leading, innovative and dynamically
growing organization in the information technology and communication sectors so as to: deliver
superior & sustained value, to achieve total customer satisfaction; and become the employer of
choice.”

　
Objectives
EOL Net will establish a reputation for quality work and plans to continue to enhance its image
in the industry. The company seeks to become a well-known and respected provider of advanced
network solutions by:

• Increasing service offerings.

• Increasing availability and accessibility to current and future customers.

• Creating innovative, unique, and cost-effective solutions to problems currently

faced by customers.

• To revolutionize the way, the communication technology is perceived

• To become an internationally acclaimed company for its EOL Netlence

• To deliver most viable services and solutions to our customers, while meeting
the international standards with the pace of their journey, towards their vision,
they adhere to their values as close as possible!

　
　
　
 　
Services it will offer
EOL Net provides services like Web hosting, domain registration, shared, leased and committed
bandwidth solutions services to the corporate sector.
Some of the services are as follows:

→ Satellite Broadband Solutions

→ Internet Bandwidth Solution

→ Corporate Leased Line Access

→ Internet Downlink Services

→ Network Designing for Inter-Branch Connectivity

→ ISDN Services

→ DDP – Dedicated Dialup Port services

→ Video Conferencing

→ Wireless Solutions

→ Corporate Mail Solutions

→ Customized Web mail solution (POP3 Based)

→Incoming Virus Free Emails for Whole Domain (Anti-Virus

Mail Guard-Trend Micro)

→ Incoming Virus Free Emails for Mail Boxes created on Relay

(Anti-Virus Mail Guard)

　
　
　
 　
　
Technical services
EOL Net also provides the following technical services to its users.

→ Powerful, direct connection via satellite to the Internet backbone.

→ Complete ISDN compliant hardware for faster information access.

→ Best modem-to-user ratio to prevent busy signals.

→ 24-hour, 7 days a week technical assistance.

→ Firewall security features to safeguard against hackers.

→ State-of-the art network design using Sun, Cisco and US Robotics equipment.

DSL - Digital Subscriber Line, having over 1 billion worldwide subscribers today, it is a
broadband communication technology designed for use on regular phone lines. It has the ability
to move data over the phone lines at

Speeds up to 140 times faster than the fastest analog modems available today.

DSL is the fastest growing last-mile broadband medium in Pakistan. It is inherently based on
ATM (Asynchronous Transfer Mode) technology.

Both large enterprises and SME’s have adopted DSL connectivity in large numbers during past
three years in Pakistan and have a promising future.

　
　

Benefits of DSL offered by EOL Net

As we are striving to give our customers quality services so we will use DSL line in this regard
which have the following benefits for the users.
 → Single point of contact and responsibility for Internet and Data Services.

→ Local phone line testing arranged & coordinated by EOL Net on customer’s
behalf.

→ Uninterrupted high speed and “Always On” Internet and Data Connection.

→ No phone bills, always-on.

→ Tested for reliability, flexibility and security.

→ Economical as compared to other mediums.

Budget prearranged
The budget which available to us, is up to 30.0 million rupees which will be allotted for the
following activities:

→ Print Media Advertising.

→ Outdoor Advertising.

→ Event Management.

→ Consumer Sales Promotion.

Tactics to be adopted
As a customer-oriented company, EOL Net offers total Internet Solutions for the business and
family alike with facilities such as 24-hour, 7 days a week technical assistance, best modem-to-
user ratio to prevent busy signals, powerful, direct connection via satellite to the Internet
backbone, and firewall security to safeguard against hackers.

To maintain this effort we will follow the following tactics with respect to gain the competitive
advantage in such a volatile environment. Our strategies will cover the following fields:

→ Marketing Strategies

→ Media Advertising Strategies

Marketing Strategy:-
Our strategy is to achieve name recognition and attract customers by aggressively pricing its
services. Once customers have been acquired, the company will seek to offer them additional
services which will increase margins and provide them with useful solutions they would not
otherwise find.

The company will leverage its discounted services to help provide secondary income streams.
For instance, the company plans to launch free email services, business directories, and other
similar services which will attract current and potential customers to our Web pages. These
"page views" will be used to generate advertising revenue, as well as increase exposure of our
own products and services.

EOL NET will be able to surpass in the market because the company is small, highly focused,
and motivated. The company can retort quickly to changing opportunities and take advantage of
the latest technologies.

The company plans to expand its marketing efforts, service offerings, and production. It is
predicted that additional services will be offered and more personnel hired within 30 days of
initial capital funding. EOL NET plans to exploit on the following areas of growth:

→ High-speed Internet connectivity via DSL, Wireless, and other technologies.

→ Web hosting and design tailored to small, local businesses.

→ E-commerce and associated online databases.

To provoke sales, the company uses direct marketing, computer reseller and repair facilities, and
high-traffic areas (e.g. store checkout stands).

Following activities are pursued by the marketing department:

→ Advertising design and placement.

 → Public relations schedules and press releases throughout each year.

→ Planning and execution of all industry conferences, including the

reservation of space, booths, personnel, messages, literature, etc.

→ Collection, analysis, and internal dissemination of competitive

information.

→ Design, maintenance, and monitoring of websites.

→ Design and creation of sales support material.

→ Collection and dissemination of client testimonials.

　
　
　
　
Media Advertising Strategies:-
Marketing initiatives will focus on four areas: Server Hotel facilities, Web hosting, dialup access,
and content provision. Marketing activities will be concentrated in the following categories:

• Print Advertising. Ads will be developed and placed in several industry

publications, Newspapers and magazines.

• Trade Shows. The company will participate in selected local and national
shows that will provide an opportunity to develop exposure. This is a very
effective tool in creating awareness and stimulating lead activity.

• Industry Organizations and Associates. The recommendation is to join a

number of organizations that are relevant to the company as a whole. This
initiative will create awareness of the company within the industry, and provide
networking opportunities.

• Telemarketing Campaign. Telemarketing activities geared to identify

qualified leads, follow-up on sales progress to the qualified leads, and assurance
that new potential contact lists are current and accurate.
 　

Competitive Analysis
Current Situation Analysis:-
Before starting a new business it is very necessary to know the big and small players of
that particular filed. In this connection current market situation of that field should be
examined. Current market situation is based on the factors like Market, Product and
Competitors .So the current market condition with reference to internet in Pakistan is as
follows.

Using Porter’s Analysis:-

With reference to Porter we have analyzed the market situation of internet.

Following five forces are driving the industry competition.

Threats of new entrants.

Rivalry among the existing firms.

Threats of Substitute Products or services.

Bargaining power of Suppliers.

Bargaining power of buyers.

These five driving forces are analyzed as low, medium or high in strength.

Name of Driving Force Impact

Threats of New entrants (ISP) Medium by exerting the barriers to entry

Rivalry among the existing firms (WOL, High every firm is striving for the quality
Brain, Cybernet, Paknet etc) service

Threats of substitute products and

Low
services

Bargaining power of suppliers High (More Price of providing the services)

Bargaining Power of Buyers Medium (Low Switching cost)

Competitors Analysis
As there are a lot of ISPs in Pakistan but the main competitors of our ISP are the:

• Cybernet

• Brain net

• WOL

Cybernet:-
CYBERNET is the largest Internet and Data Communication Network Service Provider in
Pakistan. The company offers various services to the corporate and consumer sectors and it is
exploring the possibilities to extend several other unique online services to its over 350,000
valued customers.

Since its commencement in March 1997, in the city of Karachi, having its share of trials and
tribulations, Cyber.Net has made a name for itself as one of the leading ISP's in the country. A
group company of the Lakson Group of Companies, Cyber.Net has maintained the tradition of
dedication and service par excellence, which has been, and continues to be, its motto.

Cyber.Net offers Total Internet Solutions for the business and family alike. With ever expanding
horizons, Cyber.Net aims to be the largest Internet Service Provider in the country with features
and facilities like 24-hour technical assistance, 7 days a week, best modem to user ratio
preventing busy signals, powerful, direct connection via satellite to the Internet backbone,
firewall security features to safeguard against hackers. Cyber.Net with approximately 280Mbps
bandwidth countrywide and approximately 18000 dialup ports at present is completely geared
towards providing customers with timely, reliable, superior services and solutions.

Brain Net:-
Brain NET is pioneer in Internet Service industry in Pakistan and considered to be largest
Internet service provider with greater geographical coverage and vast range of internet solutions
for consumer and corporate sector.
Being a Group of companies; Brain Computers was started back in 1982 with successful
business of selling computer hardware solutions. In 1992 Brain has an honor of innovating
emailing system first time in Pakistan history and received a lot of appreciation. In 1996 Brain
incorporated Brain NET to commence Internet Services and retained an honor of First Internet
Service Provider of Pakistan.
Being pioneer in ISP industry, we always stood ahead all in innovating solutions. Brain has got
largest Optical Fiber network in Lahore over which top IT companies are subscribed to. We are
also been granted Local Loop License (LLC) by Pakistan Telecommunication Authority (PTA)
to run Telecom operations with in Lahore region under BrainTEL.

WOL:-
World Online (Internet Lifestyle)

WOL Telecom Limited (Formerly Cyber-Soft Technologies Limited) is a leading provider of

Internet and data services of Pakistan. Under the well-established brand name of WOL,
delivering dial up Internet, broadband and data access services to consumer and businesses
across the country in more than 350 cities across Pakistan.

WOL currently employs more than 200 engineers and business graduates from leading
universities like MIT, Harvard, BU, LUMS and FAST. WOL is the group company of one of the
largest business groups of Pakistan, The Shafi Group, which consists of nine different ventures in
leather, chemical, leasing and IT industry and employs more than 1500 people with annual
exports of US$ 100+ million.

Operating on a single platform using leading edge technology, the network offers broad range of
IP and data services at company maintained sales outlets “WOL Net Dokaans” and round the
clock customer support in 20 cities country wide. WOL’s complete line of services include: Dial
Up access, IP VPN, Fixed Access, Web Hosting, WOL X.25, WOL ATM, Data Services and
Software Service.
In the fast pace growing demand for broadband Internet, WOL recently introduced its DSL
(Digital Subscriber Line) services. DSL is an access technology that converts ordinary copper
telephone line into access paths for high-speed data communications (data, audio & video).

WOL is focused at providing you with maximum value for your money by not just offering
Internet connectivity but providing you with Internet solutions along with differentiated features.

Their Objective:-
To attain market leadership and expansion in the IT and communication sectors by leveraging
ISP/ASP, Data Networking and Software capabilities.
Their Mission:-
To become leader in innovation and contribute IT awareness towards society. To be dynamically
growing organization in ISPs and telecom industry by achieving

Internal & external customer satisfaction, superior & beneficial solutions, brining internet into
common person’s life and to provide value of your money.

Being Internet Service Provider and technology seeker, we believe in creating internet &
technology awareness towards common public. Further, keeping in view Pakistani job market we
try to contribute by becoming favorable employer and facilitate human resources at our best so
that they can meet common needs with high esteem.

Why to choose these ISPs as Competitors:-

We have included the above ISPs in our main competitors list because.

These three ISPs are well known ISP in Pakistan

They provide the quality services to their clients.

They are using different augmented services like excellent customer feedback and excellent
handling of customer’s inquiries to satisfy their needs

SWOT Analysis of Internet Service

Providers
Strengths:-
• The main strength is the offering of reliable services

• ISPs help to eliminate wasted bandwidth by not transporting the 60% of normal
speech which is silence.
 • ISPs using the IP - the underlying protocol – which is supported by most
platforms and is independent of the transport protocol used.

• IP is an open standard and has been around for many years.

• Only one physical network is required to deal with both voice/fax and data
traffic instead of two physical networks. Having only one physical network has
the following advantages:

o Lower physical equipment costs.

o Lower maintenance costs.

o Increases the ability to exploit new technologies.

o Increases bandwidth efficiency.

• IP Telephony can provide considerable cost savings on long distance and

international calls as the PSTN is bypassed using VOIP Gateways.

• Unified messaging systems can be achieved by sending/receiving e-mails and

faxes from PC's phones, fax machines or handheld de

　
　
　
　
　
Weaknesses:-
While there are many aspects of this technology which provide considerable benefits, the
technology is still very young and problems remain. The following paragraph looks at
some of the weaknesses of this technology and their consequences.

• The Internet is not the best medium for real time communications. Individual
packets can take different routes and varying delays can be encountered and
packets lost in transit. Waiting for delayed packets or retransmission of lost
packets can result in considerable degradation of quality. Long delays in transit
 can affect quality so much that the technology can become unusable, though
many vendors do have solutions which aim to negate the degradation suffered due
to transit delays.

• While some standards have been set by the ITU, the technology is not fully
standardized and there is no guarantee that products from different vendors will
be interoperable. Some vendors are trying to resolve this problem by forming
groups and making guarantees about the products in the group but this is only a
partial solution - vendor’s outwit the group cannot guarantee interoperability.

• Heavy congestion on the network can result in considerable degradation of

service as IP is not good at providing QoS (Quality of Service) guarantees.

• Some organizations feel that the QoS needs to be improved before they will
invest heavily in IT Telephony solutions.

• Others see the immaturity of the technology and lack of standards across the
board as a major drawback.

Opportunities:-
• Internet awareness is still in the growth process as people becoming familiar
more and more with the passage of time.

• With the growth in technology people want to incorporate their work with the
research that is done on the other parts of world in this connection they need a
high connectivity which is only provided through the use of internet.

• Many vendors offer the ability to incorporate Virtual Private Networking

(VPN) with relative ease into the IP Telephony solutions they provide. This
allows any transmission to be encrypted using a number of cryptographic
techniques and providing security by transmitting the communications through a
'tunnel' which is set up using PPTP (Point-to-Point Tunneling Protocol) before
commencing communications

• IP Telephony allows companies to exploit Computer Telephony Integration to

its full extent. For example, a user visiting the company web site can click on a
link and speak to customer service or sales representatives directly. This allows
traditional telephone sales/ helpdesks to be linked to E-Commerce which can lead
to more efficient processing, and not to mention increased sales.
 • The convergence of communications technologies allows greater control over
communications, most vendors provide logging and accounting facilities whereby
all usage can be monitored

Threats:-
• A commercial threat may be posed if the company is slow to
incorporate new technologies compared to its main competitors. Revenue
generated through E-Commerce is expected to rise sharply over the next
few years and IP Telephony and CTI (Computer Telephony Integration)
techniques provide a new way of attracting business and customers

• If the converged solution fails, all communications are lost. This can
result in a loss of new business and / or extremely unsatisfied existing
customers. Since all the telephony needs of the company are integrated,
the security policy of the company should be reviewed to enhance current
security measures. The system must be protected from attack by malicious
intruders wherever possible, loss of network services do to a successful
attack could prove catastrophic

• Lack of interoperability between vendor products could, potentially,

cause problems at a later date

• Quality of service can be compromised when network traffic is high.

This could result in a decrease in productivity, conflicting with the notion
that an IP Telephony solution increases productivity.

Logo
With reference to our ISP name EOL we use the following logo.

I ONLINE

Why to use Logo:-

We have used this logo because
 1. This logo creates the awareness about our ISP name EOL. Hence it proves very
helpful in creating awareness among the users.

2. It covers the user easiness to handle all the information

3. The semicircle shows the eclipse shape of the world to whom the user is
connected to the world through our ISP.

The round spot in the eclipse shows the movement of information in the world.

Tagline:-
Tagline is the last sentence or the short statement at the end of TVC.

We use the following tagline:

"Eye to the world"

Why to use
We have used this tagline because when the internet users came to know about our
advertisements they clearly distinguish us as a high speed internet service provider.

　
　
Unique Selling Proposition:-
As we want to become the leading ISP in Pakistan, it shows our competitive edge to over
competitors.

Our USP is

"Use EOL Net to get Ultimate high speed Internet Experience"

Why to Use
We have used this unique selling proposition because it shows our competitive edge to our
competitors.
　
Segmentation:-
Segmentation is the process of dividing the whole market in different segments which are
homogenous within the segment and heterogeneous outside. Cybernet has segmented its market
on the basis of:

Geographic Segmentation:-
Geographically we will first cover the whole market of Lahore and then move to the market of
Karachi, Islamabad

Demographic Segmentation:-
On the basis of demographic we first segmented our corporate users in the core segment and then
students on the secondary segment.

There will be another segment of the home users.

Target market:-
After segmentation the second thing is to serve the target customers so EOL net targeted the:

Primary Target Market

Our primary target market is the corporate sector like Multinational organizations, Telenor,
Mobilink, cash and carry and warid.

Secondary Target Market

Our secondary target market is the Students, home users and:

The people from Upper classes

The people from middle classes

　
　
Positioning:-
As our primary target market is corporate sector and secondary target market is the consumer
from upper and Middle class so we positioned our services in the mind of target market through
providing ultimate internet speed.

Four P'S
Product Strategy:-
As our ISP is a service based company and it provides the service of internet, so our service
strategies are as follows.

Services

EOL Net provides services like Web hosting, domain registration, shared, leased and committed
bandwidth solutions services to the corporate sector.
Some of the services are as follows:

• Satellite Broadband Solutions

• Internet Bandwidth Solution

• Corporate Leased Line Access

• Internet Downlink Services

• Network Designing for Inter-Branch Connectivity

• ISDN Services

• DDP – Dedicated Dialup Port services

• Video Conferencing

• Wireless Solutions
 • Corporate Mail Solutions

• Customized Web mail solution (POP3 Based)

• Web-Hosting Services

• Application Hosting

• FTP Services

• Real Time Branch Office Connectivity

• Domain Registration and Mapping

• Managed Firewall Services

•Incoming Virus Free Emails for Whole Domain (Anti-Virus Mail Guard-Trend
Micro)

•Incoming Virus Free Emails for Mail Boxes created on Relay (Anti-Virus Mail
Guard)

Strategies
We take into consideration the following necessary things while to render our service.

Performance:

Our main emphasis is on high performance service provider so we tend to persistent regarding
the speed and performance of internet.

Reliability

We make our service reliable by using new technology like VSAT.

Durability

We make our service durable by giving the users quality efforts to improve their satisfaction at
reasonable cost.

Pricing Strategy:-
Price is one of the revenue generating elements of the traditional marketing mix, and price
premiums are one of the most important equity benefits of creating brand awareness and strong,
favorable and unique brand associations. To set the price consumer perception and value of the
product should be kept in mind.

So we are currently using the price penetration strategy.

Price Penetration Strategy:-

As we are the new entrant in the market so there is a need to capture the market first. For this
purpose we use the price penetration strategy in which we involve in setting the low price of our
services to capture the market share and to gain competitive advantage. In this connection we
introduce the new card scheme for the home and corporate users as.

• Different EOL student’s cards are distributed. These cards having the scheme
like one who uses the net three hours continues the fourth hour will be free.

• We will also issue cards for the students who are very low priced. These cards
carrying the name like EOL Better and EOL Best.

• EOL Better has 5 hours in only 10 rupees while EOL Best card having 12 hours
in only 20 rupees.

• We will also be serving the corporate sector with a low rate of DSL. Its price
will be 1000 Rupees for one moth.

Distribution strategy:-
The manner by which a product is sold or distributed can have a profound impact on the
resulting equity and ultimate sales success of a brand.

So the marketing channels are defined as "sets of interdependent organizations involved in the
process of making a product or service available for use or consumption."

Channel strategy involves the how many channels are used for the distribution of products and
services.

There are mainly two channels are used for this purpose:

Direct Distribution Channel

Indirect Distribution Channel

We will use both these types of channels like we are serving to the corporate through direct
channel by rendering them the service of DSL

And for serving the home users and students we use Dealers network.
We plan to have four main dealers in Pakistan in Karachi, Lahore, Rawalpindi and Islamabad.

We believe that for Pakistan to be a global communications hub, it is important that our
customers be able to get in touch with people from all over the world, 24 hours a day. A reliable
and robust network infrastructure is the key to ensuring that our services are kept up and running
round-the-clock. So we want to become specialize in flexible and innovative services that are
based upon open systems to fulfill our customers’ end to end communication needs with
maximum clarity and control.

　
　
Promotions Strategy:-
We will use print media and outdoor advertising for its promotion. However in spite of this we
will also use many tools in its promotion like:

(a) Publicity

(b) Word of Mouth

(c) Emphasis on Event Marketing

Live Concert

(d) Outdoor Media

(e) Electronic Media

(f) Radio

We are initially going to launch our ISP through Outdoor and print media advertisement.

Advertising and Media Plan Outlines

MEDIA PLAN SUMMARY:-
The Media Plan is developed for an ISP “EOL Net”
This media Plan is consisted of three major segments in both ways one is showing the all
activities detail and other is showing the cash flow of these activities month wise i.e. as under

Activities detailed by Month:

• Pre-Launch Activities (Rs 6,500,000approx)

• Launch Activities (Rs 12,500,000approx)

• Post Launch Activities (Rs 1, 0500, 000approx.)

Every segment of launch stage, there are two types of activities i.e. ABL (Above the Line
Activities) and BTL (Below the Line Activities) that will be on road time to time which
will create the pull and push of product in the market accordingly. These all activities are
designed and developed the keeping in mind both aspect i.e. B2B and B2C (Business to
Business and Business to Consumer) which will be enforcing directly and indirectly to
target market and will get desired results.

Moreover there are details of these activities in the end which also clear the picture of this
Media Plan for further understanding.

EOL Net
Launching Strategy Brief:-
• EOL Net is going to be an ISP which will provide fast internet services to users
at affordable rate and our strength will be customer satisfaction

Objectives:-
• To introduce Fast Internet services in Pakistan

• To give maximum satisfaction to the customer at minimum cost

• To earn profit yet satisfying customer’s needs

• To capture most of the Commercial zone by providing them Fast internet

services at nominal rates.

OVERALL STRATEGY:-
 • We will launch the “EOL Net” by aggressive publicity through direct
marketing, personal selling.

• Once this has been achieved the Publicity of the service should then be
reinforced through advertisement.

PRE-LAUNCH:-
• Choice Of Brand name for the Internet service, that is we have chosen “EOL
Net”

• Design the Logo.

• Preparation of Print Ads.

• Outdoor site Selection ( Billboards )

LAUNCH:-
• Ads in DAWN, BUSINESS RECORDER, JANG, AURORA

• Opening Ceremony in 5 star Hotel of Lahore.

MEDIA
The awareness campaign should be run on the Following media:

• Newspapers

• IT Magazines

• Hoardings

Post Launch
• Direct marketing by sending the sales force to multinational and national
organizations

• Placing of hoardings at Gulberg, Berket market, Davis road and Campus area.

• Run the ad on Radio Fm 101 and FM 89.

 • A TVC for cable television

MEDIA
The awareness campaign should be run on the Following media:

• Newspapers

• IT Magazines

• Hoardings

• Radio

• Cable

Publications
The newspaper that we suggest for the advertisements are:

• Dawn

• Jang

• Business Recorder

Magazines:
• Aurora

• Net Mag

• Jang Sunday Magazine

• Spider

• Dawn Mag

Why to choose these publications

We have used these publications because

• These publications has maximum readership

 • These publications and magazines are equally important for both
students and corporate sector especially the Dawn and Jang respectively.

• We plan for heavy burst of insertion for initial two months and then
mild burst for 6 months and then low burst for the remaining 4 months by
keeping in view of our budget.

Advertising:-
• A series of print ads should be developed for targeted placement

• The ad size should range from full page to quarter page for different
magazines, newspapers and trade publications.

• Posters and brochures are developed for sending them to different

outlets and corporate sectors.

Out door Advertising:-

We plan to use the two cities of Pakistan for placing of hoardings. These are Lahore and
Islamabad.

At Lahore

Different hoardings are placed firstly at Lahore at the following locations

• Gulberg Main Market

• PU Campus bridge

• Davis Road

• Mall Road

• Chauberji square

Why to choose
We have used these areas for the following reasons

1. As our core target market is the corporate sector and the most
business world resides and working in Gulberg, Davis road and
Mall road.
Our secondary target market is the student so hoardings at Chauberji square and PU Campus
Bridge will entertain the students.

　
Insertion Plan for Print Media
We have made three insertion plans with reference to our activities i.e. Pre launch
activities, Launch Activities and Post Launch Activities.

Cash Flow of Activities:-

Pre launch Activities 4,776,186Rs

Launch Activities 6,334,300Rs

Post Launch Activities 8,516,900Rs

TOTAL 19,627,386Rs

A complete detail of the spending of these activities is given as:

Out Door Media Insertion Plan:-

We have also divided the plan of outdoor media into three activities.

Pre Launch Activities 1,208,320Rs

Launch Activities 1,812,480Rs

Post Launch Activities 1,580,000Rs

Total 4,600,800Rs

　
　
　
　
　
　
　
Pre Launch Activities
For the Month of March 2007

Cost
Size of Days to Place the
Position of Hoardings
Hoardings hoardings
Rs.

Barkat Market 10x20 15 120,000

Chauberji Square 10x20 15 135,200

Mall Road 10x20 15 127,782

Gulberg Main Market 10x20 14 205,338

Davis Road 10x20 15 105,000

Campus Bridge 10x20 15 170,000

Cavalry Bridge 10x20 15 135,000

Defense 10x20 15 210,000

Total 　 　 1,208,320Rs

　
　

Launch Activities
For the Month of April 2007

Size of Days to Place the

Position of Hoardings Cost
Hoardings Hoardings

Berket Market 10x20 20 250,000

Chauberji Square 10x20 20 175,200

Mall Road 10x20 20 295,000

Gulberg Main Market 10x20 20 280,000

Davis Road 10x20 20 202,280

Campus Bridge 10x20 20 190,000

Cavalry Bridge 10x20 20 200,000

Defense 10x20 20 220,000

Total 　 　 1,812,480Rs

　
Post Launch Activities
For the Remaining ten months from May, 07 to February 2008

Electronic Media:-
We have planned to use two media for this purpose:

• Radio

• Cable Television

Radio
 For Radio we plan to run the following massage at Fm 101and Fm 89

Why to Choose
We have plan to choose these stations because

1. FM 101 has a maximum coverage as it is listened in 99 cities of

Pakistan and has 8 stations.

2. It is largely listened by the corporate sectors.

3. City FM 89 is listened by the High class segment and hence we can

target them through this.

Script
High speed connectivity is no longer a problem now.

Just connect yourself through EOL Net and take the pleasure to move along the
full and quick stream of information.

As we promise to give you Ultimate high speed Internet Experience.

Cable Network
We plan to choose the three cable operators at Lahore

1. NBC

2. World call

3. Star

Why to choose
We have used cable network because

1. It has high viewer ship

2. It is inexpensive media

3. Corporate people and students too take keen interest to view the cable programs
 4. Moreover these cable operators are rendering their services mostly to our target
market.

Script
The same script as for the radio will run on the cables throughout the year in the form of news
run along the Sports Program and along the news session.

The message would be

High speed connectivity is no longer a problem now.

Just connect yourself through EXCEL Net and take the pleasure to move along
the full and quick stream of information.

As we promise to give you Ultimate high speed Internet Experience.

Log on to www.EOL.net.pk for further detail.

Cash Flow
.

Pre Launch Activities 6,901,506 Rs

Launch Activities 10,209,780 Rs

Post Launch Activities 13,437,900 Rs

Total 30,008,186 Rs

Cash Flow for Media Plan

Pre Launch Activities

　
　

Cash Flow for Media Plan

Launch Activities

Jul- Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- May- Jun-
Month 07 Aug-07 07 07 07 07 08 08 08 08 08 08 Total

Launch Activities

BTL Activities

Music
Concert+Conference 1,250,000 1,250,000

Hoardings For One

Month

5 Hoardings in Lhr
of size 10x20 1,812,480 1,812,480

ATL Activities

Campaigns in News
papers+Magz 6,334,300 6,334,300

POS (Printing)

Leaflets, Brouchers
or flyers 500,000 500,000

Cable Television 200,000 200,000

Radio FM 101, FM
106.2, FM 89 113,000 113,000

Production Cost

Sales Force job 250,000 250,000

Designing cost of
press ad

Designing cost of
Magazines

Designing Cost of
Hoardings

Designing Cost of
POS Material

Radio/Cable TV
Script writing
10,459,780 10,459,780

Total Cost

Cash Flow for Media Plan

Post Launch Activities

Graphical Presentation of Cash Flow

Pre Launch Activities:-
　

　
　
　
　
　
　
Launch Activities:-
　

　
　
　
　
　
　
Post Launch Activities:-
　

　
　

　
　
　
　
Over all Cash Flow (Month Wise)
Business Promotion Plan:-
In order to promote the business different promotional tools are adopted. For this purpose
we plan to adopt the following tools.

1. Event Management

2. Personal Selling

Event Management
In event management we will do the following activities.

1. In pre launch activities we conduct a press conference which covers the

introduction of our ISP and we invite the prominent journalist from all the
News papers and hence we create a press release too in this context.

2. In launch activities an IT conference is presided by the Excel Net and

where we invite leading men from the corporate sector along with
education and IT minister.

3. In post launch activities we will arrange a musical concert at Alhamra

Art Complex. This show will be opened for the students and people from
every sphere of life.

4. In post launch activities we will arrange an IT conference again inviting

the different ISPs in Pakistan along with industrialist.
Personal Selling:-
We plan to make extensive personal selling. For this purpose we plan to hire a sales
manager having the following qualities.

1. Motivation

2. Human relation skills

3. Higher than average energy level

4. Ambition

5. Human interaction

6. Persuasiveness

7. Behavior Flexibility

8. Intellectual ability

9. Personal impact

The Personal Selling Functions

Sales force perform the following function

1. Territory development Planning the sales force Effort

2. Developing the Sales Force

3. Directing the sales force

4. Evaluating the sales force performance

5. Sales Evaluation

6. Visit to different organization and persuade them to use the

facilities provided by the Excel Net.

　
Conclusion
As we know the tough competition among the ISP’s in Pakistan, we have launched a
competitive ISP named “EXCEL NET”, As a Marketer of Excel Net we were given 3
Crore Rupees in order to make the whole Marketing Plan of an year, we have covered our
whole Plan by three stages i.e. Pre-Launch, Launch and Post-Launch activities. From our
study which we have made on the different ISP in Pakistan we came to know the
different strategies and Packages they have and in this response we make better strategies
and packages which are at quite high position to grasp and snatch the market share from
the jaws of market leaders.

There is still a great potential in this field of internet but the main thing is that how to
utilize the gap of excellence and access, so we are quite sure that we are able to give the
users an ultimate high speed experience of internet connectivity with affordable price.

References
Books
“Strategic Brand Management” by “Keller”

“Consumer Behavior” by “David”

“Psychological Marketing” by “Michael Gershman”

“The theory of Buying Behavior” by “John A Howard”

“Youth Consumer” by “Sandra vandermerwe”

Websites
www.pakistanadvertisement.com

www.brandsynario.com

www.google.com

www.dogpile.com

www.findarticles.com

www.quickmba.com
www.orkut.com