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e take the honor and ecstasy in submitting the concise and concrete
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.
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
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
Services
DDP
Video
Conferencing
Wireless
Solutions
Corporate
Mail Solutions
Customized
Incoming
Technical services
SAOL Net also provides the following technical services to its users.
Powerful,
backbone.
Complete
access.
Best
24-hour,
Firewall
State-of-the
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.
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
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
technologies.
Web
E-commerce
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
each year.
Planning
Collection
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.
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.
Impact
Low
Competitors Analysis
As there are a lot of ISPs in Pakistan but the main competitors of our ISP are
the:
Cybernet
Brain net
WOL
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
Their Objective:-
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
ISPs
IP is
Only
IP Telephony
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
Logo
With reference to our ISP name SAOL we use the following logo.
I ONLINE
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.
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:
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
Services
DDP
Video
Conferencing
Wireless
Solutions
Corporate
Mail Solutions
Customized
Web-Hosting
Application
Services
Hosting
FTP Services
Real
Domain
Managed
Firewall Services
Incoming
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
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.
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:-
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
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.
Out Door Media Insertion Plan:We have also divided the plan of outdoor media into three activities.
Size of
Hoardings
Rs.
Barkat Market
10x20
15
120,000
Chauberji Square
10x20
15
135,200
Mall Road
10x20
15
127,782
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
Cost
Berket Market
10x20
20
250,000
Chauberji Square
10x20
20
175,200
Mall Road
10x20
20
295,000
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
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
.
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
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
Total Cost
Launch Activities:-
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