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MERITORIOUS GROUP INTENSIFIED FOR PERFECTION!
MERITORIOU
S GROUP.
Promoting
Apple in
Pakistan
Presented to:
M.Shakil Baig
By: Meritorious group
PAF-KIET
PROMOTING
APPLE
PRODUCTS IN
PAKISTAN
PRSENTED TO:M.SHAKIL
BAIG
BY: MERIOTORIOUS GROUP
PAF-KIET
ACKNOWLEDGEMENT
1
It gives us great pleasure in presenting our project work on

“promoting Apple products in Pakistan”. We, the students
of Principles of Marketing PAF KIET CID 7792successfully
completed our project and would like to thank Sir M.Shakil Baig
for his timely encouragement, guidance and support.
We, as co-workers are also grateful to each other for the team
work without which this study could not have been completed
successfully.
2
Preface
This Marketing project report on ‘promoting Apple products in

Pakistan’ is prepared in fulfillment of project given to us in the
Principles of Marketing subject.
We present this report to M.Shakil Baig who has helped us in

understanding this subject through a practical approach. He
has guided us through the preparation of this project and for
this we are grateful to him. We have prepared this report after
a thorough research and analysis of the topic. We would like to
thank all those who have helped us in making this project
report worthwhile.
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DECLARATION
We hereby declare that all the information that has been
collected, analyzed and documented for the project is authentic
possession of us.
We would like to categorically mention that the work here has
neither been purchased nor acquired by any other unfair
means. However, for the purpose of the project, information
already compiled in many sources has been utilized.
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GROUP MEMBERS
4
1 Muhammad Zia Alizada 434
3
2 Zeeshan Zafar 852
3
3 Sadia 867
3
4 Farah 870
4
5 Sadaf Mumtaz 094
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GROUP MANAGER
MUHAMMAD ZIA ALIZADA
BB-3-08-4434
Acclaimed intellectual, Muhammad Zia is vigorous in
managing the MARITORIOUS GROUP.
Muhammad Zia has got the responsibility on shoulder
for all interaction between the group members and he
is also responsible to motivate all the group members
to act according to the needs and demands of the
fanatic competitive environment.
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FINANCE AND
CONTROL
MANAGER
SADAF MUMTAZ
BB-1-08-4097
Excellent and talented, Sadaf Mumtaz is active member
as a budget and control manager for MERITORIOUS
GROUP.
Sadaf Mumtaz is responsible for supervising budget and
control of the project and has hardly worked on making
the report of budget and control of the project.
7
EXTERNAL RESEARCH
MANAGER
ZEESHAN ZAFAR
BB-3-07-3952
Extreme expert, Zeeshan Zafar is vibrant in collection
of external information for the project of MERITORIOUS
GROUP.
Zeeshan Zafar is responsible to communicate with the
people in the industry and find out what, who and how
much customer would we be able to gain.
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STRATIGIC
MANAGER
FARAH
BB-3-07-3870
Applauded thinker, Farah is passionate in forming the
strategies for the project of MERITORIOUS GROUP.
Farah is responsible for strategic management of the
project and her duty is to monitor the risk and reward
of the project.
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ADMINISTRATOR
SADIA
BB-3-07-3867
Acute professional, Sadia is on the go for managing and
directing the means of information for the
MARITORIOUS GROUP.
Sadia is responsible to manage all the data derived
from the efforts of all members. She is also responsible
to communicate among the information outline.
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Table Of Contents
Executive Summary. …………………………………………………………………

……13
Situation Analysis ……………………………………
…......................................................14
Market Summary ………………………………………………………………………
…..15
Market segmentation…………………………………………………………………
…….16
Geographic………………………………………………………………………………
….16
Demographic……………………………………………………………………………
…..16
Behavior factors………………………………………
…......................................................16
Market Needs…………………………………...………………………………………
…..16
Market Trends …………………………………………………………………………
…..17
Market Growth ……………………………….. ………………………………………
…...18
SWOT Analysis ………………………………. ………………………………………
…...20
Strengths …………………………………………………………………………………
…20
Weaknesses………………………………………………………………………………
….20
11
Opportunities ……………………………………………………………………………
….21
Threats ……………………………………………………………………………………
…21
Our products……………………………………………………………………………
…...22
Mac and accessories…………………………………………………………………
……...22
Ipod…………………………………………………………………………………………..
23
Iphon…………………………………………………………………………………………
24
Apple TV…………………………………………………………………………………….
25
Software………………………………………………
….......................................................25
Keys to Success …………………………………………………………………………
….26
Critical Issues ……………………………………………………………………………
….26
Marketing strategy…………………………………………………………………
…...…..26
Sales and marketing…………………………………………………...……………
………27
Customer service…………………………………...…………………………………
…….27
Legal service………………………………………………………………………….…
…...27
Vision statement………………………………………………………………………
….…28
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Explanation of vision…………………………………………….……………………
…….28
Mission statement……………………………………………………………….……
……..28
Marketing Objectives ……………………………………………………………..…
……..28
Financial Objectives …………………………………………………..………………
……29
Target Markets ……………………………………………………………………..…
……29
Positioning ………………………………………………………………………………
…..30
Strategy Pyramids ……………………………………………...……………………
……..30
Marketing Mix ………………………………………………...…………………………
…31
Products and product marketing………………………………………………
….……….31
Pricing……………………………………………………………………………………….
31
Promotion…………………………………………………….…………………………
…...31
Product………………………………………………………………………………………
32
Marketing Research ……………………………………………………..……………
……32
Budget and control……………………………………………………………...……
……..32
Financials ………………………………………………………………………………
…...32
13
Break-even Analysis …………………………………………………………………

……..33
Sales Forecast ……………………………………………………….…………………
……33
Expense Forecast ………………………………………………………………………
…...33
Controls ……………………………………………………………….…………………
….33
Implementation …………………………………………………………………………
…..33
Contingency Planning ………………………………………...……………………
………34
Executive Summary
We work with Apple industry. Though we do not have much market
reputation and we are newly entering the market our backbone is the
renound name and performance of Apple Inc.
Apple Computer’s 30-year history is full of highs and lows, which is what
we would expect in a highly innovative company. They evolved
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throughout the years into an organization that is very much a

representation of its leader and innovations. Apple made several hugely
successful product introductions over the years. They have also
completely fallen on their face on several occasions. They struggled
mightily while Jobs was not a part of the organization. Apple reached a
point where many thought they would not survive.
Time changed, Less than 10 years later, BusinessWeekranked Apple

as the top performer in its 2006 BusinessWeek 50. Apple attributes their
recent success to robust sales of iPod music players (32 million in 2005).
They are optimistic about the economies of scope with media giants, such
as Disney and Pixar.
Apple rarely introduces a new type of product. Thus, instead of

being the pioneer, they are an expert “second mover” by refining existing
products. Portable music players and notebook computers are examples.
Apple increases the appeal of these products by making them stylish and
more functional. They now appear poised to make significant strides in
the home computer market and to creating a total digital lifestyle whereby
the home is a multimedia hub.
We have came here to follow the dreams of the Pakistani computer users
which we will do by giving our best possible input in the computer
industry.
MERITORIOUS GROUP is a firm whose target customers consist of

students managers and small and large business owner. The people of
Pakistan will be server by comprehensive products that Apple offers with
retrieved customer services.
MERITORIOUS GROUP is owned and operated by a five deliberate
entrepreneurs. Our
extensive learning is to provide the Pakistani community with high quality
products and service after sale.
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Our competitive edge consists of our unusual ability in dealing and giving
service after sale. And being a part of Apple Inc. with their fantastic value
in PC market.
MERITORIOUS GROUP. projects earnings of approximately $2000000 by
the first three year.
Annual sales forecast
Situation Analysis
MERITORIOUS GROUP is close to enter the PC market of Pakistan with
Product of Apple inc. at the first go the group expect good response in the
industry however making the people to believe on our administration is
the most necessary step in this cold economic climate.
While the second step is to let our customer know about our offerings and
give them idea about the values we have brought for the Pakistani
computer users.
marketing is now critical because of continued ups and downs in the
economy and political tension among the Pakistani people in both small
and large cities.
The Group offers wide range of Apple computer products and other
entertainment appliances thus consulting and information assurance
should be monitored significantly with huge proficiency for both home
users as well as users for businesses purpose. The basic market need is to
reasonably act according to the values that our customers seek and Apple
Inc applies in general for customer relationship. Worthy services should
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be taken in account for the customers after the sale of the products and
relation should be strongly maintained with Apple inc. to help us in this
regard.As new entrant we will face great competition from those already
in the market but because of a huge differentiation in the products our
customers will be of different behavior and will should ensure that they
must approach us for the things the want and we should maintain
monitoring their black box.
Market Summary
Meritorious Group possess good information about the market and knows
a great deal of information about the customers and market competition .
All the information will be leveraged to better understand who is served,
with their specific needs, and how Meritorious Group can better
communicate with them for value proposition and loyal relation.
Meritorious Group will seek feedback from the customers, and each
market segment will be closely given attention based on their behavior
and attraction towards the products.
Home PC Users
Small Business Contracts
Target Markets
Target Market Forecast

Potential Customers Growth per year
Business users 4%
home users 3.5%
Total 7.5%
Market segmentation
The profile for MERITORIOUS GROUP’s customer consists of the following
geographic, demographic, and behavior factors:
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Geographic
• The immediate geographic target is the city of Karachi, Lahore, Multan,
Hyderabad, Quetta, Peshawar, and other larg cities of Pakistan with
population of almost half of the countries total population.
• A large geographic area is in need of our Business.
• The total targeted population is estimated at 70 million people among
whom only 5% may be attracted.
Demographics
• Male: female ratio. 60%:40%
• Ages 18-45 with the average age is almost 33.
• Individual income ranges from moderate to high.
• 78% of the customers have had some undergraduate studies and 14.8%
have had
Some graduate coursework with large number of executives.
Behavior Factors
• Have increased their reliance on personal computers in all aspects in
their lives from
Shopping, personal finance management, to information gathering.
• Strive to become more impendent in their use of the PC and are stylish
computer user.
• Have increased the time spent on a PC from 12 hours a month in 1998
to 27.5 hours a
Month in 2009 for personal use.
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Market Needs
MERITORIOUS GROUP. WILL BE providing customers with comprehensive
products of Apple and also put on customer service for home users, office
users gamers as well users for business purpose. Meritorious Group. Seeks
to fulfill the following benefits that are important to their customers.
• Style and Comprehensiveness- Meritorious Group. seeks to offer a wide
range of Apple products with their awesome products , allowing the
customer to be served with any type of Apple Inc. products containing
stylish features and modern computing tools.
• Our ability- While the customer is interested in buying the products of
their own choice we are here to let their dream come true, problems get
solved after sale, most customers appreciate being empowered with new
and innovative products that Apple Inc. offers for wide range of customer
internationally.
• Customer service- After the deal completed with us our customers must
start believing that all of their needs are met in a manner that exceeded
their expectations.
Market Trends
The market trend for the use of the PC and stylish computer products
within the home and the business environment has
been a skyrocketing increase in usage, to a large degree fueled by the
proliferation of the
Internet, and more recently by broadband connections, games,
management purpose study purpose. The relatively new uses of
computers and all other stuffs produced by Apple are for the following
tasks:
• Personal financial management (including tax preparation and
filing).
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• Online bill paying.

• Internet purchases.
• Research.
• Gaming
• Programming.
• Internet roaming.
• Entertainment.
RATIO FOR TWO

GROUP OF PC USERS IN
PAKISTAN
Market Growth
In 2008, 2009 the Pakistani PC industry illustrates that like many other
market, the market for PC and appliances as such is suffering than that in
countries the international and national economy have hugely effected
the industry but there has also been an indication of increase in the
industry in recent months use of Apple products has also been evidenced
in satisfactory rate but those who are not use Apple products states that
they would love to have products of Apple but the main problem is
thought to be the after sale service and unavailability. Some how PC
market is related to innovation of new items many people are in search of
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valuable items offered by Apple inc. thus this can be thought as increase
in demand of those products in which we will be dealing. If effective
advertisement will be put through no doubt that customers will start
following our ways.
The use of PC's music players notebooks and other such products are
now common among the Pakistani people while PC, notebook and many
related products are now part of a firm’s operations with which operations
are uncompleted.
Some how many large business owners are drawing their capital which is
affecting the market for PCs business that frecuently use PCs’s and
notebooks has increased in last few years because of the change iin
technology. Large govermantal sectors in Pakistan are also having Lavish
expenditure on the use of technology that gives opportunity for us to let
them buy Apple products which we will be dealing
The increased usage of computers music players mobiles and other
related product can be explained by a number of factors including price ,
technological improvements, as well as
decreases in complexity.
MARKET GROWTH
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SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses,
opportunities and threats for the MARITORIOUS GROUP as well as for
Apple inc.( world wide).
Strengths
• Apple is a very successful company. Sales of its iPod music player had
increased its second quarter profits to $320 (June 2005). The favorable
brand perception had also increased sales of Macintosh computers. So
iPod gives the company access to a whole new series of segments that
buy into other parts of the Apple brand. Sales of its notebooks products
are also very strong, and represent a huge contribution to income for
Apple.
• Brand is all-important. Apple is one of the most established and
healthy IT brands in the World, and has a very loyal set of enthusiastic
customers that advocate the brand. Such a powerful loyalty means that
Apple not only recruits new customers, it retains them i.e. they come
back for more products and services from Apple, and the company also
has the opportunity to extend new products to them, for example the
iPod.
Larger number of computer user in Pakistan seek for well know brands
of computer with good customer services and this brand is perhaps the
Apple computer products.
Weaknesses
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• It is reported that the Apple iPod Nano may have a faulty screen. The
company has commented that a batch of its product has screens that
break under impact, and the company is replacing all faulty items. This
is in addition to problems with early iPods that had faulty batteries,
whereby the company offered customers free battery cases
• There is pressure on Apple to increase the price of its music download
file, from the music industry itself. Many of these companies make more
money from iTunes (i.e. downloadable music files) than from their
original CD sales. Apple has sold about 22 million iPod digital music
players and more than 500 million songs though its iTunes music store.
It accounts for 82% of all legally downloaded music in the US. The
company is resolute, but if it gives in to the music producers, it may be
perceived as a commercial weakness.
• Early in 2005 Apple announced that it was to end its long-standing
relationship with IBM as a chip supplier, and that it was about to switch
to Intel. Some industry specialists commented that the swap could
confuse Apple's consumers.
Opportunities
• Apple has the opportunity to develop its iTunes and music player
technology into a mobile phone format. The Rokr mobile phone device
was developed by Motorola. It has a colour screen, stereo speakers and
a advance camera system. A version of Apple's iTunes music store has
been developed for the phone so users can manage the tracks they
store on it. Downloads are available via a USB cable, ands software on
the handset pauses music if a phone call comes in. New technologies
and strategic alliances offer opportunities for Apple.
• Podcasts are downloadable radio shows that can be downloaded from
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the Internet, and then played back on iPods and other MP3 devices at
the convenience of the listener. The listener can subscribe to Podcasts
for free, and ultimately revenue could be generated from paid for
subscription or through revenue generated from sales of other
downloads.
Threats
• The biggest threat to IT companies such as Apple is the very high level
of competition in the technology markets. Being successful attracts
competition, and Apple works very hard on research and development
and marketing in order to retain its competitive position. The popularity
of iPod and Apple Mac are subject to demand, and will be affected if
economies begin to falter and demand falls for their products.
• There is also a high product substitution effect in the innovative and
fast moving IT consumables market. So iPod and MP3 rule today, but
only yesterday it was CD, DAT, and Vinyl. Tomorrow's technology might
be completely different. Wireless technologies could replace the need
for a physical music player.
• In 2005 Apple won a legal case that forced Bloggers to name the
sources of information that pre-empted the launch of new Apple
products. It was suspect that Apple's own employees had leaked
confidential information about their new Asteroid product. The three
individuals prosecuted, all owned Apple tribute sites, and were big fans
of the company's products. The blogs had appeared on their sites, and
they were forced to reveal their source. The ruling saw commercial
confidentiality as more important as the right to speech of individuals.
Apple are vulnerable to leaks that could cost them profits.
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Our Apple products

Meritorious Group deals in the following products of Apple Inc.
Mac and accessories

• Mac mini, consumer sub-desktop computer introduced in January
2005.
• iMac, consumer all-in-one desktop computer that was first
introduced by Apple in 1998. Its popularity helped revive the
company's fortunes.
• Mac Pro, workstation-class desktop computer introduced in August
2006, it was previously known as the PowerMac.
• MacBook, consumer notebook introduced in 2006, available in
white and aluminum variants, it was previously known as the
iBook.
• MacBook Air, ultra-thin, ultra-portable notebook, introduced in
January 2008.
• MacBook Pro, professional portable computer alternative to the
MacBook, introduced in January 2006, it was previously known as
the PowerBook.
• Xserve, rack mounted, dual core, dual processor 1U server.
Apple sells a variety of computer accessories for Mac computers
including the AirPort wireless networking products, Time Capsule,
Cinema Display, Mighty Mouse, the Apple Wireless Keyboard computer
keyboard, and the Apple USB Modem.
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MAC MINI iMAC MAC Pro wokstation-class MAC book

MAC Air
MAC book pro Xserve
iPod
On October 23, 2001, Apple introduced the iPod digital music player. It
has evolved to include various models targeting the needs of different
users. The iPod is the market leader in portable music players by a
significant margin, with more than 100 million units shipped as of April
9, 2007. Apple has partnered with Nike to introduce the Nike+iPod
Sports Kit enabling runners to synchronize and monitor their runs with
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iTunes and the Apple currently sells four variants of the iPod.
• iPod Classic (Previously named iPod from 2001 to 2007), portable
media player first introduced in 2001, currently with a 120 GB
capacity.
• iPod Nano, portable media player first introduced in 2005,
currently available in 8 and 16 GB models.
• iPod Shuffle, digital audio player first introduced in 2005, currently
available in 1 and 4 GB models.
• iPod Touch, portable media player first introduced in September
2007, currently available in 8, 16, and 32 GB models.
Ipod Ipod Ipod Ipod touch

classic nano shuffle
iPhone
At the Macworld Conference & Expo in January 2007, Steve Jobs
revealed the long anticipated iPhone, a convergence of an Internet-
enabled smartphone and iPod. The original iPhone combined a 2.5G
quad band GSM and EDGE cellular phone with features found in hand
held devices, running a scaled-down versions of Apple's Mac OS X
(dubbed iPhone OS), with various Mac OS X applications such as Safari
and Mail. It also includes web-based and Dashboard apps such as
Google Maps and Weather. The iPhone features a 3.5-inch (89 mm)
touch screen display, 8 or 16 GB of memory, Bluetooth, and Wi-Fi (both
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"b" and "g"). The iPhone first became available on June 29, 2007 for
$499 (4 GB) and $599 (8 GB). On June 9, 2008, at WWDC 2008, Steve
Jobs announced that the iPhone 3G would be available on July 11, 2008.
This version added support for 3G networking, assisted-GPS navigation,
and a price cut to $199 for the 8 GB version, and $299 for the 16 GB
version which was available in both black and white. The new version
was visually different from its predecessor in that it eliminated the flat
silver back, and large antenna square for a curved glossy black or white
back. Following complaints from many people, the headphone jack was
changed from a recessed jack to a flush jack to be compatible with more
styles of headphones.
Iphon3G
Apple TV
At the 2007 Macworld conference, Jobs demonstrated the Apple TV,
(previously known as the iTV), a set-top video device intended to bridge
the sale of content from iTunes with high-definition televisions. The
device links up to a user's TV and syncs, either via Wi-Fi or a wired
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network, with one computer's iTunes library and streams from an

additional four. The Apple TV originally incorporated a 40 GB hard drive
for storage, includes outputs for HDMI and component video, and plays
video at a maximum resolution of 720p.
Apple TV
Software
Apple develops its own operating system to run on Macs, Mac OS X, the
latest version being Mac OS X v10.5 Leopard. Apple also independently
develops computer software titles for its Mac OS X operating system.
Much of the software Apple develops is bundled with its computers. An
example of this is the consumer-oriented iLife software package which
bundles iDVD, iMovie, iPhoto, iTunes, GarageBand, and iWeb. For
presentation, page layout and word processing, iWork is available, which
includes Keynote, Pages, and Numbers. iTunes, QuickTime media player,
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Safari web browser, and Software Update are available as free

downloads for both Mac OS X and Windows.
Apple also offers a range of professional software titles. Their range of
server software includes the operating system Mac OS X Server; Apple
Remote Desktop, a remote systems management application;
WebObjects, Java EE Web application server; and Xsan, a Storage Area
Network file system. For the professional creative market, there is
Aperture for professional RAW-format photo processing; Final Cut Studio,
a video production suite; Logic, a comprehensive music toolkit and
Shake, an advanced effects composition program.
Apple also offers online services with MobileMe (formerly .Mac) which
bundles personal web pages, email, Groups, iDisk, backup, iSync, and
Learning Center online tutorials. MobileMe is a subscription-based
internet suite that capitalizes on the ability to store personal data on an
online server and thereby keep all web-connected devices in sync. ]
Announced at MacWorld Expo 2009, iWork.com allows iWork users to
upload documents for sharing and collaboration.
Keys to Success
The keys to success are simply for our project is the following:
• Exceed customer's expectations.
• Offer comprehensive, flexible services.
• Address market needs.
Critical Issues
Meritorious Group is in the speculative stages as an Apple product
dealer as a result of young age and new entry in the market. It is critical
that we continue to take a modest fiscal approach to serving the needs
of the customers, expanding only when the demand of the customers
warrants expansion, not for the sake of expansion in our own.
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Marketing Strategy
Meritorious Group will employ several programs within their marketing
strategy. All of the programs will have the goal of getting the largest
bang for the buck as the marketing budget is fairly limited, but a
necessary expenditure. Meritorious Group will employ advertisements in
two local newspapers, the famous magazines The TV channels , as well
as provide free workshops displays seminars as a method of
Networking. We will also focus on outdoor advertisement. All efforts for
effective marketing will be used. The last element of the marketing
strategy will be the use of a robust website that will catalog all the
different products of Apple Inc that will be offered by Meritorious Group.
Sales and Marketing

After years of unimpressive market share growth and cannibalization of
a loyal consumer base, the door to the expansive PC market in Pakistan
and around the world is now more accessible to Apple than ever before.
Will start to command a market premium for selling a “better products
with fantastic services” Pakistan.
Customer Service
How will we retain substantial cash reserves during the explosive growth
and dominance of PCs worldwide? By creating a virtual love affair with
their customer base on delivering technically superior products (iPods
vs. other MP3 players, Macs vs. PCs, etc.), and aggressively pursuing
hardware and software updates. Apple integrated their primary
activities so well that it is transparent to the consumer where one
activity begins and the other ends. A perfect example of this is Apple’s
willingness to develop software to run Windows XP on its new Intel-
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based iMac and then post it online free to iMac users. In such an
environment, customer service merely becomes the realization of
receiving a little more than expected.
Although Apple employs many resources and capabilities to support

their primary activities (human resources, supply procurement, etc.),
the most strategically relevant would be Legal Services.
Legal Services
In a market climate of constant change and innovation, it is inevitable
that the drive to expand product and service offerings will subject us to
patent and copyright infringement claims. The dispute over the Apple
logo on our Apple iTunes Music Store, for example, continues despite a
previously reached settlement with Beatles’ Apple Corps Ltd. in 1991.
While such litigation as Microsoft’s Windows infringement on Mac OS
patents has been highly publicized, use of legal guidance to drive
acquisition versus internal development strategies for such products as
GarageBand and iMusic have proven highly valuable. Intellectual
property is sacred to Apple. There was a recent attempt to uncover the
identities of internal sources who leaked confidential information about
an unreleased product to online media outlets in 2004.
This all will be insured for Us and also for Apple Inc. we will legalize the
sale of each and every Apple product in Pakistan.
VISION STATEMENT
"Man is the creator of change in this world. As such he should be above
systems and structures, and not subordinate to them."
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Explanation of vision
We along with Apple will live this vision through the technologies that is
developed for consumers and corporations. We will strive to make out
customers masters of the products they have buy. Our statement will not
be simply a statement. We will live it by ensuring that we understand the
vision and strive to reach it. We will put systems in place to enable
smooth customer interactions Apple Inc do. We will put objectives in place
to continuously move forward; implement strategies to fulfill these
objectives; and ensured that the right marketing, financial and operational
structures are in place to apply the strategies.
MISSION STATEMENT
"We along with Apple are committed to bringing the best personal
computing experience to students, educators, creative professionals and
consumers in Pakistan through Apple’s innovative hardware, software and
internet offerings."
Marketing Objectives
The marketing objectives are as follows:
1. Increase sales every month for the first two years.
2. Increase repeat customers by as much as possible per quarter.
3. Develop a brand image that is synonymous with quality within the the
Pakistani customers.
Financial Objectives
The financial objectives include the following goals:
1. Increase the profit margin as much as possible and calculate them per
quarter.
2. Hold spending at a steady level as a percentage of sales.
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3. Generate sufficient sales to eventually require the need to expand

market segments.
Target Markets
Meritorious Group will deal in different products that Apple Inc offers to
computer users worldwide this products consist of quality Mac
accessories, ipod, iphone, Apple TV Apple software and many related
products. Mac accessions that are expensive and have lots of use in study
purpose management purpose are to be offered to organizations and to
university student and Apple software is also related to the same user
group while other products such as iphon, ipods and other related
products are to be offered to the youngsters who are seeking style and
comprehensiveness
At the first stage our sales will be limited to the large cities such as
Karachi and Lahore while staidly we will grow to other geographic
segment according to the demands warranted by customers
The nature of computer market in Pakistan and around the world is
relatively of an increasing trend thus keeping this in mind we will try to
attract large number of computer users to gain competitive edge.
The existing computer and related product market is so extensive that
categorizing them is a rather difficult task.
For our revenue-oriented purposes we will define the market as home
users and Business
users. Students and other young people who are interested in iphon, ipod
and other such products of Apple offered by Meritorious Group are
counted among Home users they form large number of our customers. We
expect that we will gain more revenue from business users as
organization both private and government and other existing firms
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because we target them to buy our expensive products such as Mac

accessories.
Won while Meritorious Group consider to attract large number of Pakistani
customers and the target is to sale at least one product of Apple to those
who know the use of computer.
Positioning
We will position ourselves as the premier Apple inc product dealer in

Pakistan. The business users as well as home users, we will be fulfilling
the demands of our customer professionally.
Proficient and effective sale and service will accomplish the demands of
users as well as empower them with new-found technological
environment. Meritorious Group will leverage their Competitive edge to
achieve the desired positioning.
Meritorious Group competitive edge consists of Apple brand image and
unusual ablitity as new entrants. This competitive edge allows our
customers with new knowledge and stylish computer products, making
them feel buying product at Meritorious significantly more comfortable
and enjoyable.
Strategy Pyramids
The objective is to position Meritorious Group as the premier market

leader for all targeted segments. The marketing strategy will seek to
generate customer awareness for products offered by Meritorious Group
and the target is also for building referrals and customer loyalty.
The message that Meritorious Group will seek to communicate is that we
can offer the best products and most importantly after sale service.
Meritorious Group will employ several different methods of
35
communication. The first method will be the use of advertisements. Ads

will be placed in the local news papers TV channels weeklies and all
magazines.
We will also use free, computer presentations/seminars as a
communication
method. These presentations will be fairly broad based, general
presentations/lectures will
introducing new products of Apple and changes and innovations in
technology. The goal of the presentations will be to introduce the Pakistani
customers to Meritorious Group and our unique product offering and after
sale services. The presentations should develop
significant new customer leads. The last method we will utilize is a
comprehensive website that will display Meritorious Group’s offering and
our difference with our competitors.
Marketing Mix
Our marketing efforts will focus on building a loyal base of customers that
will use the product provided on an almost demand basis.
Products and product Marketing:

As the popularity of the technology continues to grow at an exponential
rate, easy and affordable access to the information superhighway is
quickly becoming a necessity of life. we will provide the local community
with the ability to access the technology, enjoys a free time , and share
technologies experiences in a comfortable environment. People of all ages
and backgrounds will come to enjoy the unique, upscale, educational, and
innovative environment that we will provide.
Pricing
Apple products at Meritorious bases its prices for entertainment,
education, and official use.
36
Determining a fair market, direct price for product use is not difficult
because there is direct competition from other companies in our country.
Therefore, we will consider three sources to determine the direct charge
rate. First, we considered the cost to use other technology, whether it is a
local technology firm. We will provide different pricing schemes. Some
charge a monthly fee, while others charge direct payment. In addition,
some providers use a strategy with a combination of both pricing
schemes. Second, we will look at how technology in other markets run
about pricing technology. Third, we will use the market survey. Evaluating
these three factors resulted in our direct price and above all we will relate
our pricing to pricing strategies of Apple inc.
Promotion
We will spend on our first year of operations to build a brand and a loyal
customer base. Marketing efforts will be focused on the local market, and
the campaign will run, increasing roughly 6% to 10% per year to match
increased sales revenue. The marketing budget will consistently equal
almost 20% of sales. A Few Specific Marketing Efforts:
• Local TV spots
• Print Materials
• Local Newspapers
• Local Radio Spots
Meritorious Group Events
Product
This topic is a critical reminder of the fact that Meritorious Group is a
goods and services business. The success of our business depends upon
the quality of the goods and service we offer and delivering that service
consistently. Meritorious Group is dedicated to delivering this quality
goods and services.
Dedicated to Quality Service Programs:
We'll go to great lengths in market to find people with a passion for
teaching and sharing their Internet experiences. An excess of staff
37
members will consistently be on hand to provide goods and service to our

customers. Performance will be frequently evaluated both internally and
through customer surveys.
We will be responsible for: developing customer satisfaction programs,
monitoring happiness levels, responding to customer concerns, and the
general well being of every our customer.
Marketing Research
We will continue to conduct a survey of our customers and potential
customers on an annual basis. Survey results will be used to create new
marketing programs and monitor the performance of current marketing
programs.
Budget and control

Financials
This section will offer a financial overview for Meritorious Group as it

relates to the marketing activities. We will address break-even analysis,
sales forecasts, expense forecasts, and how these reports link to the
marketing strategy.
Break-even Analysis
The Break-even Analysis indicates that average $35000 will be needed in
monthly sales to reach the breakeven point in the first year of our
business.
Sales Forecast
38
The sales will predict controllable growth. Since the products of Apple inc
are expensive to some users, the focus will be on quality and attention to
detail especially in the beginning to
avoid some potential pitfalls encountered by many new businesses. This
should allow for careful
examination of variations in demand.
Expense Forecast
The expense forecast will be used as a tool to keep the business on target
and to provide indicators when a modification or correction must be made
to ensure proper implementation of
the marketing plan.
Controls
The purpose of Meritorious Group’s marketing plan is to serve as a guide
for the organization. The following areas will be monitored to gauge
performance:
• Revenue- monthly and annual.
• Sales- monthly and annual.
• New customer acquisition costs.
• Customer satisfaction.
Implementation
The following milestones identify the key marketing programs. It is

important to accomplish each one on time and on budget.
39
• Marketing Plan Completion

• Website Completion
• Advertisement completion
• Seminars
• Presentations
Contingency Planning
Difficulties and risks:
• Problems generating visibility.
• Overly aggressive or debilitating actions from a competitor.
Worst case risks include:
• Determining that the business cannot support itself on its own.
THE END
40

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MERITORIOUS GROUP INTENSIFIED FOR PERFECTION!

It gives us great pleasure in presenting our project work on

This Marketing project report on ‘promoting Apple products in

We present this report to M.Shakil Baig who has helped us in

Executive Summary. …………………………………………………………………

Break-even Analysis …………………………………………………………………

throughout the years into an organization that is very much a

Time changed, Less than 10 years later, BusinessWeekranked Apple

Apple rarely introduces a new type of product. Thus, instead of

MERITORIOUS GROUP is a firm whose target customers consist of

Annual sales forecast

Target Market Forecast

• Online bill paying.

RATIO FOR TWO

Our Apple products

Mac and accessories

MAC MINI iMAC MAC Pro wokstation-class MAC book

MAC book pro Xserve

Ipod Ipod Ipod Ipod touch

network, with one computer's iTunes library and streams from an

Safari web browser, and Software Update are available as free

Sales and Marketing

Although Apple employs many resources and capabilities to support

3. Generate sufficient sales to eventually require the need to expand

because we target them to buy our expensive products such as Mac

We will position ourselves as the premier Apple inc product dealer in

The objective is to position Meritorious Group as the premier market

communication. The first method will be the use of advertisements. Ads

Products and product Marketing:

members will consistently be on hand to provide goods and service to our

Budget and control

This section will offer a financial overview for Meritorious Group as it

The following milestones identify the key marketing programs. It is

• Marketing Plan Completion

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