Transcript m5zn_be167d842ecd5ab

Implementing Marketing Strategy
Submitted By:
Kamel A.El-agha
120103417
Marwan Y.Hamad
Thaer A.Abu-yousef
120112337
Mohannad Abu-hmaid
Submitted to:
Dr.Roshdi Wadi
INTRODUCTION
marketing
In any successful business, marketing plays a major role. The
company needs to create and maintain a good customer
relationship . it needs to figure out how it will reach and win
new customers and make sure that they will be contently
satisfied about the product and services provided by the
company, therefore the company need to make a constant
review and improvement of everything to stay in the lead
ahead of its competitors .
Some people mistakenly think that marketing is just another tool
for selling products or services .But we disagree with all those
people. Importance of marketing must be understood in proper
way. Marketing doesn’t involve just selling the product and
services, its much more than that, it involves a lot of functions
such as advertising, price fixing, brand image creation and
much more. this subject that we are studying allows us to get to
know marketing well in a realistic way that helps us improve
our knowledge and ability.
The project idea
To introduce a local
Palestinian company and
to apply what we learned
in the subject through
the semester.
Why Pioneer ?
Pioneer is an outstanding
Palestinian company that
should be supported . We
chose it to support ,
enhance and retain the
confidence of the
Palestinian product.
Pioneer is on of the leading companies in
Palestine, It was originally founded in the
1970s, and officially in 1999 by Mr.
Hamdan Mohammed as a family business.
The company headquarter lies in Sudania area in Gaza -Twam sea St. The area of
the land is (20000m) owned and registered by the company's name, the building
area is about (4500m), equipped with the most advanced machines needed by the
Pioneer management staff are keen to provide products in accordance
with the best international standards, which are subject to a
sophisticated control systems company.
Our vision:
Is to be a leading company in the area of food, stationary and
cleaning materials.
Witch is recognized all over Palestine with its high value products
along with providing an appropriate business environment for our
employees.
Our Mission:
We strive to provide the best products in every house according to the
global
standards to make their life easier which will make our customers
happy and satisfied.
OBJECTIVES
1- Getting the high quality product to our customers
according to the global standards.
2- Achieving affordable price and high quality at the same
time for Palestinian families.
3- Support the Palestinian economy.
4-To be number one in Palestine in its area of business.
5-Help bringing the positive change to every place in our
society .
Strategies used to enhance our place in the market :
We believe that we shouldn't stay small therefore we use
number of methods to stay up-ahead in the market such as:
1-We believe that actions speak louder than words so we in
Pioneer try to gain customer trust by responding to his needs.
2-Are open to changes in the market and adapt according to the
needs of the society.
3- We try to maintain a satisfied customer, also we believe that
employees should be satisfied all the time so we respond to all of
them.
4-We do what ever we can to stay in the customer's mind as the
best company in its area.
Analyzing The Marketing Environment
SWOT Analysis
Strengths:
1.Adequate of financial resources
2.Good competitive skills
3.well thought of by customer
4.Cost advantage
5.Proven management
6.Department work together
Weakness:
1.Leakage of information
2.Hard to find experts to work
3.Poor profitability
4.Obsolete facility
Analyzing The Marketing Environment
Opportunities:
1.Serve additional customer group
2.Diversity into related product
3.Add complimentary product
4.Adopt new technology
Threat:
1.Entry of new product
2.Adverse government policies
3.Growing competitive pressures
4.Changing customer needs and tastes
5.Rising demand for substitute product
Siege on Gaza strip
Analyzing The Company's Microenvironment
Consists of the actors close to the company that affect its ability to serve
its customer ,the company ,supplier ,marketing intermediaries
,customer market ,competitors ,and publics

1. The company: department of the company work together in
designing marketing plane ,marketing management takes other
company groups into account such as: top management ,finance,
accounting.
2.Suppliers: the company not produce goods or services but
import final goods from other foreign companies
*Suppliers problem can affect marketing, such as: siege on Gaza
strip limits the entry of goods to strip
3. Marketing intermediaries: help the company to promote ,
sell , and distribute its products to final buyer.
Analyzing The Company's Microenvironment
Types of Marketing intermediaries :
A. resellers: are distribution channel firms that help the company
find customer,,
These include whole wholesaler ,wholesaler ,retailers who buy and
resell merchandise.
B. marketing services agencies: such as: Advertising agencies ,
media firms ,and marketing consulting.
C. financial intermediaries :such as: banks ,and insurance
companies.
4. competitors: the company has many competitors that have the
same product, but the pioneer company have strategic advantage or
competitive advantage by positioning their offerings against
competitors offerings.
The company provide greater customer value and satisfaction than
its competitors do.
Analyzing The Company's Microenvironment
5. public: groups that has an actual or potential interest in or
impact on an organization ability to achieve its objectives.
financial public: such as: bank ,and insurance company.
media public: such as: newspaper ,radio ,television stations.
government public: management of company take government
development into account ,marketer consult the company,s lawyer
on issues of product safety ,truth in advertising.
6.Customer: are the most important actors in the company
microenvironment.
There are many type of customer:
1. consumer market: consist of individuals and house hold that buy
goods for personal use.
2. Reseller market: buy goods to resell at profit such as wholesaler
and retailer.
3. Government market: government agencies buy goods to transfer
good to other who need .
Analyzing The Company's Macro environment
Company doesn’t exist and play alone ;many factors outside the
company affect its work in some ways .Those forces are :
Demographic Environment:
Demography: is the study of human population in terms of gender, age,
location, size , and other statistics.
Educational shifts increase the demand for quality products which is what pioneer is focusing on. Pioneer is making its best to import high
quality product .
whenever pioneer feel that there is a better kind of any product they go after it even if it cost them more .
Economic Environment:
Consists of factors that affect consumer purchasing power and spending
patterns .
pioneer The Palestinian people are low income in general which is whyhave to focus on price as well as quality
Pioneer is interested in making products that suit the most people in Gaza market so they are forced to get products with low price .
Analyzing The Company's Microenvironment
Political Environment:
There are many challenges and forces affect the company in terms of the
political situation :
-The imposed siege on Gaza which obstructed the entry of many raw
materials.
-The closure of crossings which caused lost of 150000 $ in the last 8 days
war to the company.
-imposed a high tax on their import products in order to save the
national products.
-Pioneer started building factory in Gaza to produce these products so
they can overcome this problem.
Responding to the marketing environment:.
- We don’t have dominant forces, but we react to the challenges in the
marketing environment. A good example for this is when the
government in Gaza start imposing a high tax on pioneer import
products In a reactive way Pioneer started building a factory to produce
inside Gaza.
Characteristics
Pioneer import company, faces often a problem to promote their
products, because their products manufactured in a foreign country,
different culture for the local culture.
Social factors:
For example Pioneer imported canned meat product from
China, many consumers thought it is forbidden ,they contain
pork fat, the company stated to consumers that this product
is free of pork fat by writing (halal )
It's also when Pioneer introduced product incest requested
from The company also exploit occasions and seasons up
showcase their products, and doing campaigns encourage
consumers to purchase, for example: reduced the prices of
some products to market their products.
the manufacturer to be free of alcohol, and so the company
took into account the fundamental cultural differences, and
the customer satisfaction
Characteristics
Customer segmentation :
Pioneer is marketing its products in the Palestinian society,
which divided the company into two layers:
1- high-income class a few limited
2- Layer a low-income category most
Pioneer
co. is interested layer low-income people, who
represent the majority of Palestinian society.
Where the import of products commensurate with the
capabilities of this class and at the same time be of good quality
will satisfy and meet the needs of the consumer
Pioneer imported products with a relatively low price, which
helps the consumer to choose the product and satisfy his need
.
Pioneer's products are it is not confined to a particular
category, they are interested in all categories where it's
consumer In order to facilitate the company to communicate with
customers has created an account on some social networking
such as Facebook.
Characteristics


Also established a website on the Internet is the definition of consumers
and their own product
products needed by the whole family
The company also takes into account that all the economic conditions
experienced by the domestic market follows the flexible policy in. dealing
with economic variables
Pioneer also is not limited to food products but extended up covered Other
products such as washing powder.
It also continued research and development of products and the search for
the needs of new customers


Customers have a clear vision for the company's products it's good quality
products and favorable price categories and often the best price in the
market where it is one of the strongest companies in its field.
The Pioneer some stimulation operations like putting gifts in products
like putting a cup of water in a tea product Pioneer and add circumstance
tissues small gift with every bag tissues purchased by the customer in
order to encourage consumers to buy their goods.
Products
When it comes to producing the products, Pioneer take in
consideration certain levels :
Core customer value.
 Actual product.
 Augmented product.

Products are tools and methods to solve problems, people tend to buy
products when they feel that there is a problem that needs to be
solved, by buying the product that they want, the problem ends.
Not al of the levels must be implemented always, it varies from a
customer to another, for example: a normal customer might be
satisfied with the first two levels only, another one might want the
whole three levels, and that is what the company should pay
attention to.
Products

Core customer value:
The type of Pioneer products is Consumed goods in nature, so when
designing our the product, first we define the problem then we
create the solution-Product- that will leave our customers.
After determining the core value, we move to the second level which
is

Actual product:
We in Pioneer turn benefits into actual products, and as much as we
can, we try to help the customer to attain what he wants
depending on several characteristics :
Products
Product Features:
Pioneer uses a specialized team trained to design the
product with the appropriate features for the consumer,
this team is always working to know witch features does
the customer like and witch ones he want to change.
For example many people don’t accept fragrant tissues because of its
strong fragrant, some customers want it strong , so we modified it as
much as possible to reach a result that satisfies both sides of
customers.
.
Products

Product Quality:
Pioneer strives to meet and even exceed the consumer's
expectations, by focusing on implementing an advanced quality
management system, in accordance with the ISO 9001 and Halal
(according to Islamic sharia). The main concern for the company is
to keep the customer's family first. Pioneer is proud to ensure
excellence of the quality system and that the company is
implementing the best quality system control in every step of
manufacturing processes. With fine quality being such an integral
part of the company's brand, quality control and food safety makes
up a significant portion of its management style and programs At
Pioneer, the high standard for quality is inherent in its products,
allowing the consumers to focus on what’s important: creating the
taste of good moments
Products
Testing the product's quality is conducted in nearly all
stages:
-Raw materials.
-In process.
-Finished product.
If a problem is identified, the job of quality control team is to solve
the problem as fast as possible to avoid damage on the consumer
and on the company.

Labeling:
 All of Pioneer products labels have detailed usage and contents
information, so consumers can properly choose and use the products
that suits them to avoid any hazards or side effects .
Products
The label identifies the Product's features, describes many things,
such as:
- ingredients: what is the product made of, what does it contain,
what materials are in the product ( natural or artificial)
-Usage: instructions that shows the benefits of the product and
what it is used for.
-Warnings: speaks about expiry date and preserving conditionstemperature and atmosphere - , how to store the product properly
-Directions: shows how to use the product and how to prepare it.
Products

Packaging:
- Packaging is an important marketing tool, its main function used
to be "holding & protecting the product" but not anymore,
nowadays packaging is a tool for attracting customers and
describing the product
- We use an excellent packaging for our products; this is to help
ourselves and the consumers against possible tampering by
competitors or other imitators. .
Products
Branding:
 When we first started Pioneer, we didn't realize that
we would grow so much, so at firs we had used an
ordinary name (Al-mumtaz), then we realized, with our
growth we need a new name that goes along with our
place in the market , we decided to change it, after
consulting with an advertisement company (Almasharq), we came up with :
1- We avoided using the hard and complicated names so
it would be easier for people to memories it .
1- We sought for having a name that describes our
products, “Pioneer means authentic ,original, outstanding
and always in the lead up-ahead ”.

Pricing strategy:
Pricing is an essential issue in any . Both buyer and seller spend
allot of time calculating the value of the sold products-services . Any
buyer wants to make sure that he will not pay more than he shouldmore than the expected value- especially when the economy is rough
and challenging , like the one we live in,.
In cooperation with the market Pioneer sets the prices of its product
that will provide the customer with a high quality product but with
a very fair price, in order to gain the trust of customers as they seek
towards covering the cost with an appropriate margin of profit, at a
price that will satisfy all customers.
Pioneer adopts the instant payment discounts, if the customer
bought a set of products and he paid instantly, he will get an instant
cash discount.
Promotion
The promotion strategy is one of the most important marketing strategies
that influence customers directly.
There are many objectives that Pioneer seeks to accomplish
through the promotion strategy:
Introduce the products to the market, convince and motivate consumers
toward purchasing them. .
 maintaining the loyalty of the customer .
 Provide information about the benefits and privileges of the product
that will motivate the customer to purchase the product such as ( high
quality, easy to use )
 Building a good image about the company in the mind of the customer.

Promotion
There are two types of temptations in the any
promotion:

Rational temptations: These temptations address the
minds of consumers in terms of quality, efficiency, usage,
reliability and safety.

Emotional temptations: Some factors such as how to
design packaging of the product and advertising messages
related with the product introduced by Pioneer.
Pioneer promotion channels:
Readable means:
Pioneer is interested in making all kind of advertisements including
readable such as the booklets and brochures-some are for consumer and
some are for the wholesaler- that are to be distributed through the
meetings,. Also billboards all over Gaza streets that shows a wide verity
of the products, and finally the shop banners.
 Sales promotion:
This is done through offering (pens, and diaries) and other means to
remind customers continuously of the company and its products

Radio Promotion:
Pioneer depends heavily on radio to promote its products.

Promotion
Factors affecting the choice of the promotion channel:
Factors related to the customers "consumer factors":
The selection of the appropriate promotional mix is determined by
consumers, the higher the value, the more selling we achieve, and that
is the best way to do it.

Factors related to the medical product "product factors ":
These factors are related to the actual product, its use, how to buy and
consume, such as canned meat, people prefer to see it rather than hear
about it.

Factors
related to the marketing mix:
The promotion decisions must be taken with the consideration of other
market elements such as pricing, placing to assure that we have a
coordination among them .
Factors related to the budget:
For sure the size of the promotional budget determines how much
should be spent on promoting, but Pioneer actually doesn't set a specific
budget for promotion
Promotion
Recent campaigns
Out of its commitment toward its society, Pioneer has launched
many campaigns through it Facebook page and on the reality:
Get
warm in winter :
Pioneer launched " Get warm in winter campaign” in November
2012. This campaign aimed to help the family to fulfill its need from
Pioneer and get a fireplace as a gift from Pioneer.(every 12 cartons
of tea purchased, the buyer receives a free fireplace)
Promotion
Recent activities:
Pioneer Company involved in exhibitions locally.
Pioneer Company constantly focuses on the quality
as a main factor in the company.
Pioneer Company presents an entire food basket for
the whole family.
Pioneer Company "when you buy our products focus
on the brand"
Pioneer Company "creating a perfect nutritional
balance through culinary art is just the beginning. We
strive to make healthy eating a crucial ingredient of our
brand"