Department of Management Sciences

Subject: Marketing Management

Marketing management seminar

on endowing products and
services with the power of brand

Submitted to

Madam Sarwat Kazmi

Submitted by

BBA 5-A

Date of submission

25th May, 2010

 Dedication

Dedicated To

We dedicate our project to

Our Families
Without their support and prayers we were not able to achieve this goal

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 Acknowledgement

Acknowledgements

First of all we are thankful to our respected ma’am Sarwat Kazmi. Her all
time appreciation has been the motivating force behind the successful completion
of this report. She has been very kind and extra ordinarily cooperative to us during
the whole process of arranging seminar. She has been a source of support,
encouragement and motivation during the whole academic and development
period. Then we would like to thank Mr. Sheraz Sami Khan who sponsored our
seminar. Without his financial support the arrangement of this event would have
been impossible.

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 Executive summary

Executive Summary

This report provides the basic introduction of the achievements of our class
in managing a successful seminar. The seminar was conducted on the topic
‘endowing products and services with the power of brands.’

The class members were divided into five groups and each group was
assigned specific responsibilities. The report gives a detailed overview of these
responsibilities and outlines the objectives of each group. The task performed by
each member in his/her group is mentioned.

Finally a financial detail was given. It specifies how much capital we

generated to perform our activities.

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 Table of contents

Table of Contents

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 Marketing Management

1. Introduction

For effective management of the seminar the students were divided into five groups i.e.
marketing group, sponsorship group, security and protocol group, management group and
coordination group.

Marketing group was responsible for advertisement of the event. Sponsorship group was
assigned the responsibility of generating funds for the seminar. Security and protocol
group was responsible for all the security of the seminar and guidance of participants.
Management group was to carry out all the activities of on the day of seminar.
Coordination group was assigned the duty of keeping check on all the groups and making
sure that all work was done on time.

Every group carried out its responsibilities very efficiently and made the seminar a
success. Following is the detailed outlook of work performed by each group.

2. Marketing group

Marketing group’s members included Mehwish Jawaid, Haseena Hassan, Taimoor Saeed,
Ghulam Ali, Adeel Ahmed, and Muhammad Ahmed

Group’s motto

“A brand for a company is like a reputation for a person. You earn reputation by trying
to do hard things well.”

Marketing Timing

The group started marketing the seminar three weeks before the actual program. They put
up banners in the prominent areas of the university and sold tickets to potential seminar
attendees.

List Targeting

They targeted the university students, especially their friends as it will be easier to
convince them to attend the seminar.

Marketing Piece:

They used different marketing pieces to attract the audience like:

• putting up banners;
• designing attractive tickets;
• providing information about the seminar;
• visiting various classes and briefing them about the importance of this seminar
and how it would prove beneficial and interesting for them;

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 Marketing Management

• one-to-one selling;
• attracting the students by telling them that they would receive certificates for
participation and refreshments at the end of the seminar;
• Facebook was also used as a medium to attract students.

Marketing group had also drafted a letter addressing the sponsor, which stated the history
of CIIT and the aims and objectives of conducting the seminar. It was basically an
invitation to the company to come and share their valuable experiences.

The marketing campaign went quite successful as the group managed to sell a total of
128 tickets out of a target of 150.

3. Sponsorship group

Sponsorship group was responsible for generating funds and for bringing speaker seminar
for the seminar.

Our seminar was self sponsored by Sheraz Sami khan assistant director CDA, who is the
partner of Gulam Hussain and Sons Company

Mr. Raza Ali Gorar media manager of Mobilink was our guest speaker in this seminar

Sponsorship group’s members included Faizan Askari, Bilal Afzal, Moaed uz Zaman,
Anum Aslam, Asma Tahir, Khawar Najeeb and Iqbal Ahmed

4. Security and protocol group

Security and protocol group’s members included Farhan Farooq, Asher Ali Khan,
Zeeshan Ali, Jawad, Hassan Ashraf and Habib Ur Rahman

Objective of the group.

The objective of the group was to provide security and the protocol to the guest speakers
as well as to the participants.

Duties and responsibilities of each member

Farhan Farooq and Asher Ali Khan were responsible to give protocol to the guest
speakers. They received the guest speakers from the main entrance of the university,
ushered to the seminar hall. Zeeshan Ali was appointed to check the tickets of the
participants outside the seminar hall. Hassan Asharaf was responsible for the security
inside the seminar hall. Habib stood at the door of the hall to make sure any unauthorized
person doesn’t get in to the seminar hall.

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5. Management group

Responsibilities of the Group:

Below were the responsibilities that had been assigned to the group.

• Bringing a speaker
• Printing Tickets and certificates
• Arrange a shield and certificate for the speaker
• Manage things on the day of the seminar

Targets Achieved Before the Seminar:

Two Guest Speakers were invited for the seminar Mr. Raza Ali Gorar (Media Manager
Mobilink) and Mr. Atif Sheikh , President , Special Talent exchange Program (S.T.E.P)
Both of the speakers enlightened us with their thoughts and experiences on the day of the
seminar.

Certificates were arranged for the participants and the organizers. The quotation that we
got was below.

No. of certificates Price Price per certificate

150 Rs.2500 Rs. 17

300 Rs. 3500 Rs.12

Shields and bouquets were arranged for the guest speakers.

Targets Achieved on the Day of the Seminar:

The Management Group was expected to handle the affairs on the day of the seminar.
The duties discharged by the members of the group on the day of the seminar are
mentioned below.

Task performed by the group members.

Hassan Tanveer and Fatiha Durrani hosted the event. Hina Shaukat and Bushra Jabeen
collected tickets and distributed certificates and refreshments to the participants.
Auqsemah Kiani handled all the financial matters and helped at the reception. Fahad
farooq was responsible for playng videos and using multimedia. Ehtisham Ahmad
managed the crowd with other organizers in the seminar hall.

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Financial detail.

Sr. Particular Quantity Price per Total Price

No. Unit (Rs.)
(Rs)
1 Lunch Boxes 185 56.76 10,500
2 Certificates 220 11.36 2,500
3 Shehzan Juice 6 Cartons 270.00 1,620
Twist Juice 1 Cartons 600.00 600
4 Refreshment for Chief Guest --- --- 1,488
5 Shields 3 450.00 1,350
6 Bouqets 3 1,000
7 Banner (6”x 6”) 2 450.00 900
8 Invitation Cards 8 28.75 230
9 Cloth for Table --- --- 215
10 Tickets 160 1.00 160
11 Mineral Water 4 Botles 15 60
12 Safety Pins 1 pack --- 10
Total 20,633

6. Coordination group.

The main responsibility of our group was to the regulation of diverse activities into an
integrated and harmonious operation.

There were two kinds of task assigned to our group,

• Common Tasks
• Specific Tasks

Common Tasks:

Common tasks included tasks like Arrangement of Tea, Bringing of the Speaker and
selling of tickets. These were tasks assigned collectively to all other groups as well so
work done on them was mutually.

Specific Tasks:

Specific Tasks that were only assigned to coordination group and it was their
responsibility to achieve them. These tasks are as follows:

• Coordination among the group

• Having a check on groups that they work on time

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 Marketing Management

• Clearing out the problems faced by groups

• Helping one group in contacting other or in getting conformation regarding to
some task
• Updating the instructor weekly regarding to groups performance.

In this they made sure Coordination among the groups and for this purpose they divided
their group in to smaller subgroups and each subgroup was responsible for reporting
weekly on the group assigned to it.

Responsibilities of group members.

Sub-groups were divided in following manner and assigned following groups:

• Ayesha Qayyum & Sana Muneer were assigned Marketing group.

• M. Hasnain & M.Salman were assigned Management group
• Ahmed Awais Kian, M Khubaib & Salman Iqbal were assigned Security &
Protocol group and Sponsorship Group.

All of these Subgroups worked devotedly and worked hard to achieve tasks assigned to
them, so that they could make the seminar a success.

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