Course Title: Marketing Management

Course Code:
MBA-1003 Date: May 24, 2010

Lecture in charge: Mr. Inam-Ul-Huq

“Marketing Project”

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 Submitted on:
May, 24

Marketing
Report
201
0
A Marketing Gala, conducted by the students of MBA-1A,
offered at MOHAMMAD ALI JINNAH UNIVERSITY ISLAMABAD
by

DEPARTMENT OF BUSINESS ADMINISTRATION

A report submitted in Fulfillment of the Requirements for the Degree of

Masters of Business Administration
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Group Members

• Ahtasham Malik

• Maria Khadim

• Sohail Ayub

• Saba Tariq

• Talah Yousaf

BONAFIDE CERTIFICATE

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It is certified that I have read the project report submitted by all the students of this group. It is my
judgment that this report is of sufficient standard to warrant its acceptance by, the business
administration department of Muhammad Ali Jinnah University, Islamabad for the degree of Masters
in business administration.

SUPERVISORY COMMITTEE

Chairman/Dean (M.A.J.U)

Sir.Inam-Ul-Huq

Muhammad Ali Jinnah University, Islamabad

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 Dedicated To

To my parents who cherished me in my childhood and always pray

for my better future.

Acknowledgment

First, I owe gratitude to Almighty Allah, the most merciful and compassionate, most gracious
and beneficial whose factor made it possible for us to accomplish this task assigned to us. And I also

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offer my thanks from the depth of my soul to the last messenger Hazrat Muhammad (P.B.U.H), who
is forever a torch of guidance and knowledge for entire humanity.

I pay heartiest tribute to my supervisors Sir.Inam-Ul-huq for their valuable suggestions,

positive criticism, and guidance throughout our project work.

Words cannot say the gratitude that we feel for our parents for their moral boost
encouragement & financial support. Particularly, we have always been feeling my parent’s right
behind me praying, patronizing and enabling our to work out the era of living both spiritually and
physically & whose prayers was incessant enabling us to acquire this stage.

And we are also thankful to my friends and cousins whose affection and prayers have always
been the key to my success. Without all of them support, prayers and Allah’s help, it was almost
impossible for us to complete this project.

ABSTRACT

According to “Philip kotler” Marketing management is the analysis, Planning,

implementation and control of programmers are designed to bring about desire exchange with
target audience for the purpose of mutual or personal gain, it realize heavily on the adaptation and

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co-ordination of product, price, promotion and place for achieving effective response”. All the
planning and operations should be customer oriented. That is the organization and its employees-
should be focused on determining and satisfying customer needs. All marketing activities in an
organization should be co-coordinated efforts (such as advertising, product planning and pricing)
should be combined in a coherent that an executive should have over all authority and responsibility
complete set of marketing activities.

Customer oriented, co-coordinated marketing is essential to achieve the

organization’s performance objectives. There are certain other objectives such as profit
maximization, market leadership etc. f the firm fails to earn decent profits, and its very existence
itself may be handicapped. Some authorities consider profit as only an incentive but not an
objective. Successful distribution of products is another notable objective of marketing. Effective
distribution refers to the free flow of goods and services. The marketing is very essential for any
product and the business expansion. The project given to us was “to organize a marketing gala
“through this study we would get knowledge on the customer preference & practically apply all
knowledge we have study in “Marketing management”. At the end of the study we gain a good
knowledge about the marketing functions and suggestions are recommended to improve customer
satisfaction further.

TABLE OF CONTENT

CHAPTER TITLE PAGE NO

1 CHAPTER 1

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 1.1 OUT LINE OF THE PROJECT 8

1.2 Objective of the project 9

1.2.1 Primary objective
1.2.2 Secondary objective
10
1.3 Marketing Aspects
1.3.1 Product offered
1.3.2 target market
1.3.3 competitors analysis
1.3.4customer analysis
1.3.5Marketing mix strategies

Chapter #2

Financial Aspects 11

 Cost on Project 12
 Expected sales
13

Chapter #3

Conclusion 17

21

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Objective of the project

PRIMARY OBJECTIVE
 To organize a “MARKETING GALA”.

SECONDARY OBJECTIVES

 To identify customer’s expectations towards marketing gala & practical application of

knowledge we have studied in our course.
 To identify the performance of the organization and its products.
 To understand customers behavior.
 All the planning and operations should be customer oriented. That is the marketing gala is
organized by focusing on determining and satisfying customer needs.
 All marketing activities in the gala should be co-coordinated efforts (such as advertising,
product planning and pricing) should be combined in a coherent that an executive should
have over all authority and responsibility complete set of marketing activities.
 Successful distribution of product is made that result in profit maximization, market
leadership etc.
 At the end of the study we gain a good knowledge about the marketing functions and
suggestions are recommended to improve customer satisfaction further.

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Chapter #1
Marketing Aspects

Product offered in gala:

 Falloda
 Ice gola
 Cultural stalls
 Jewelries
 Gool gapay
 Biryani
 Song dedication
 Video games
 Papaar
 Picture making

Target Market

 Students of MAJU & other universities.

 Teachers of MAJU

While analyzing: We Consider:

Management experience level, management style, size

Offerings uniqueness, quality, price,

Marketing type and scope of marketing plan

Personnel quality and experience of workforce

Finance sales revenues

Manufacturing quality and dependability of suppliers

R&D plans for continual product improvement, R & D budget

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An analysis to identify external opportunities and threats usually includes the following
factors:

When analyzing these factors: We Consider:

Consumer/Social size and stability of our market

Competitive number and size of competitors

Technological the effect of technology on any facet of the business

Economic current and projected economic situation of market

Legal/Regulatory the effect of legal and regulatory factors on any facet of the
business

Competitor Analysis

An effective analysis of the competition should demonstrate that the our products offered
in marketing gala has a realistic understanding of its major competitors and their marketing
strategies. As in with the industry analysis, a realistic assessment makes readers feel
confident that the marketing actions in the plan are well grounded.

Customer Analysis
A thorough customer analysis answers the question: “Who are our customers?”
Understanding our customers and what they want is critical in satisfying them and providing
genuine value.

Market-Product Focus

Marketing and Product Objectives

Setting product objectives and identifying target market segments significantly increases the
chance that our product will be successful. The objectives and goals should be stated in
measurable terms so that they can be measured during the program implementation and
control phases of the marketing plan.

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Marketing Program
Everything that has gone before in the marketing plan sets the stage for the marketing mix
actions -- the 4 Ps -- covered in the marketing plan. Product, price, promotion, and place
(distribution) strategies are all detailed in the Marketing Program section of the plan.

When describing these strategies: Include these elements:

Product Features, name, packaging, service,

Price List price, discounts,

Promotion Advertising, personal selling, sales promotion,

publicity

Place Outlets, channels,

Marketing Mix Strategies:

 Product
o We identified the characteristics of the target segment consumer. Who is this
product developed for?
o Research the product to try and find out if there are any competitors with
similar products. If so, what does the product have that the others don’t have
– Positioning Attribute?
 Promotion
o We identified the advertising scheme for the product.
o Research the product to tried to find the impact of advertising &packaging
o Our product satisfies the needs of the customer at its best.
 Price
o We took the prices of the product and compare it to other prices. Is it higher
or lower – priced positioning? What is the impact of the price difference
regarding profits and meeting consumer needs?

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 o We found out the price adjustment information. Analyze what the price
adjustments will do to supply and demand. Information to create a supply
and demand curve for our products.

 Place (distribution)
o The products would best satisfy the needs of the consumer at MAJU?

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Chapter #2
Financial Aspects

 Cost on Project

 The estimated cost on our marketing gala arrangement was Rs.25000.

 The costs on the products were on the demand of the customers.

 Expected sales

 Our sales were able to meet our cost & also are expectation sales; we were
successful in arranging a “Marketing Gala”.

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Chapter #3
Conclusion

 The consumers feel that the price satisfied them & consumer response was fair, but quality
can be approved.
 Effective marketing and campaigning yield the number of customers.
 We were able to achieve our desired sales
 We arranged a successful gala.

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