Executive Summary

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 SAOL

SAOL 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.
SAOL Net offers Total Internet Services to its patrons. Under the wellestablished brand name of SAOL, we deliver Dial-Up Internet, Broadband and
Data access services to our customers.
With ever expanding horizons, SAOL 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. SAOL 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. SAOL Net is a leading
Internet and Data Communication company that is focused on empowering
businesses with cutting edge technology. We are focused on delivering highquality services and solutions in many critical domains. The synergistic effect
of its familiarity, expertise and quality has helped to boost.
SAOL Net offers DSL technology, enables much higher speeds ranging from
512 Kbps to 10 Mbps across the telephone lines from our Network Center to
customers office premises.

Why pick this name

Here we have exploited the name of our ISP the SAOL Net (Stare at Online)
because
This name relates to our services like outclass service of
internet provider.

 Moreover, when our target customers confront our advertising

message, will surely comprehend that the ISP surpasses all the
other ISPs.
This name implies a good and nippy service image in
customers 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
SAOL 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 SAOL
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
SAOL 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
Internet

Downlink Services

Network
ISDN

designing for Inter-Branch Connectivity

Services

DDP
Video

Leased Line Access

Dedicated Dialup Port services

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
SAOL 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 SMEs have adopted DSL connectivity in large
numbers during past three years in Pakistan and have a promising future.

Benefits of DSL offered by SAOL 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 SAOL
Net on customers 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, SAOL 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.

SAOL 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. SAOL 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
Public

design and placement.

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,
Design

maintenance, and monitoring of websites.

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 Porters 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,

Brain, Cybernet, Paknet etc)

High every firm is striving for the quality

service

Threats of substitute products and

services

Low

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 wellestablished 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. WOLs 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 persons 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 customers 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.

Lower maintenance costs.

Increases the ability to exploit new technologies.

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 - vendors 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 SAOL 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 SAOL.
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 SAOL 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. Cyber
net 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 SAOL
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
SAOL 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
Internet

Downlink Services

Network
ISDN

Designing for Inter-Branch Connectivity

Services

DDP
Video

Leased Line Access

Dedicated Dialup Port services

Conferencing

Wireless

Solutions

Corporate

Mail Solutions

Customized

Web mail solution (POP3 Based)

Web-Hosting
Application

Services

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 SAOL students 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 SAOL Better and
SAOL Best.
SAOL Better has 5 hours in only 10 rupees while SAOL 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 SAOL 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.

SAOL Net
Launching Strategy Brief:SAOL 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 customers needs
To capture most of the Commercial zone by providing them
Fast internet services at nominal rates.

OVERALL STRATEGY:We will launch the SAOL 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 SAOL 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 stare at online saol
Dawn Mag

Why to choose these publications

We have used these publications because
These publicati ogle ons 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
Position of Hoardings

Size of
Hoardings

Days to Place the

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
Hoardings

Days to Place the

Hoardings

Cost

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

Position of Hoardings

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 SAOL 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.SAOL.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

Month

Jul07

Aug-07

Sep07

Oct07

Nov07

Dec07

Jan08

Feb08

Mar08

Apr08

May08

Jun08

Total

Launch Activities

BTL Activities
Music
Concert+Conference

1,250,000

1,250,000

1,812,480

1,812,480

Hoardings For One

Month
5 Hoardings in Lhr
of size 10x20

ATL Activities

Campaigns in News
papers+Magz

6,334,300

6,334,300

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

250,000

250,000

10,459,780

10,459,780

POS (Printing)

Production Cost

Sales Force job

Designing cost of
press ad
Designing cost of
Magazines
Designing Cost of
Hoardings
Designing Cost of
POS Material
Radio/Cable TV
Script writing

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.