Watiniya Bottom Up Proposal Watiniya Marketing Plan

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Year 1

Price

The marketing plans for developing growth of the base customer subscribers include lower cost trial for prototype testing period. These programs will run for four to six weeks to revise and implement any additional customizations before final subscription pricing for two to 10-year contracts. The price will not be extremely low, but based on the competitor rates and what the market is willing to pay due to pricing trends for of competitors in the same location. This way the pricing will accurately reflect the cost that the market will bear for that specific location vs. charging the same rate at each location. This will be a way to ensure there is no loss of potential revenue, due to pricing too low for the market based on standard rates at Wpro Headquarters. The advertising promoted will be focused on meeting IMC standards of quality, reliability and customer satisfaction.

Product

The Wpro product offerings include three basic levels of service.

Wpro Premium

Offers truly the best amounts for connectivity rates on the Wataniya network.

Any unused time is carried to the subsequent month's service.

There will be access to additional services, not offered under other service levels.

Wpro Control

This service level includes local rate plus additional services such as reimbursement of a month's fee (for a limited time) when calls exceed allotted minutes.

The saver plan is designed as the package that pays before the service is used throughout the month or after. Costs can be saved by evaluating business use by site and then coordinating usage needs and requirements. This plan has built in flexibility so that workers have some flexibility if they wish to contract for personal usage hours.

Wpro Saver

This is a plan is a pay as you go plan that allows the customer to control their usage.

The employee can get additional minutes through assigned debit business card or they can also enter a corporate code held by the business owners for the site.

Employees enjoy a very low rate for using Wpro services. A 50% discount is offered to all employees of 30 days or more.

The costs can be controlled due to the limitations set by the business owner in accordance with their employee use requirements.

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If access charges are owed, then the plan automatically transfers back to prepaid service.

The targeted market segment for Wpro is poised to take advantage of existing institutions that require network services. By competing with the existing providers in the area, it is hoped to gain a 10% increase in customers the first year. By contacting potential sales channels in the area of education, business (banking, retail and government), and personal use, it is possible to pursue alliances with long standing users of our products. There will always be a need for service within the education system for example as schools and universities require Mobile Wireless capability on an ongoing basis. A strategic alliance with a university would require Wpro commit to investing in relational connections with administrators at the university. Possibly offering university faculty the same low rate as employees when they decide to use Wpro for their personal service would result in long-term subscribers.

Communications

In order to communicate with the customer in conducting market research and getting an understanding of product and service needs social media (Twitter), Online and Offline Surveys, and Direct Mail communications will be used. Feedback options will include Text messaging questions about the service through Face book, Twitter, or the online Website along with toll free phone access to Wpro customer service line.

Relational Marketing

Wpro is excited about this new trend and eager to pursue this opportunity in growing the business. By building relationships with firms that offer complementary products or services, it is possible to gain access to additional markets, while reducing advertising costs due to shared market exposure. For example referrals provide potential new customers without any added cost to Wpro. Similarly by using online strategies which allow online businesses to partner with Wpro by reselling services to customers from their sites and receive a commission for referrals. Much like an affiliate program, however it is with other businesses such as Website….....

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