TABLE OF CONTENTS

KNOWLEDGEMENT ........................................................................................ Error! Bookmark not defined.

INTRODUCTION..……………………………………………………………………………………………………………………………..…..…2

Task 1 (A)....................................................................................................................................................... 4
Task 1 (B) ....................................................................................................................................................... 5
Task 1 (C) ....................................................................................................................................................... 6
Task 2 (A)....................................................................................................................................................... 7
Task 2 (B) ....................................................................................................................................................... 8
TASK 3 ........................................................................................................................................................... 9
TASK 4 (A) .................................................................................................................................................... 11
Task 4 (B) ..................................................................................................................................................... 12
4.References .................................................................................................. Error! Bookmark not defined.

0
ACKNOWLEDGEMENT

This project would not have been possible without the support and valuable input from a multitude of
people. I was encouraged throughout the entire process by the support of people close to me and by
the new friends that I have made along the way. Special consideration and gratitude is given to the
following people and organization:

1. To Mr. Modutlwe brilliant lecturer and subject matter expert who guided me, supervised
my project and added considerable value to its contents and outputs.

2. To Institute of Development Management for willingness to be the subject matter of my project for
opening up doors and allowing me access to their organization.

3. Finally my fellow classmates, my colleague and the source where I got information.

1
2
INTRODUCTION

In these project we are going to look at the introduction of infozone newspaper, we will look at the
aspects that one has to consider before launching a new product including the challenges that the
management may overcome ,assessing the like hood of growth considering several aspects like the
PESTLE analysis and even the marketing approaches to be adopted.

3
 Task 1 (A)

According to Hubspot (2017) research states that marketing is making the customers being aware of
your product or service. A service is what a service provider performs to satisfy the person is receiving
the service. In order to have a profitable marketing the 4ps has to be taken into consideration namely
product, price, place and promotion.

 Hubspot (2017) suggest that when you start a new business you have to try by all means to beat your
competitors by producing a very high class product, know what your audience want, also choose the
correct publicity media to target this teenagers and attract them to buy the infozone magazine. It is very
difficult to start a business which was once there in the market and did not do well, it is very hard to get
back the customers to come back again because they will be only thinking about the first one which did
not do well. Since there are many newspapers aiming the same age group of customers, the infozone
directors and marketing department has to come up with some gainful strategies in order to beat their
competitors. The magazine also have to look very attractive in order to force the audience to buy it.

 Findings from Hubspot (2017) research indicates that in this stage the management of the infozone
newspaper has be sure that they have identified their target market stated in the scenario which is
teenagers aged between 9-13 years. They have to include interesting activities, bright colours on the
outside cover of the magazine. They will have to make sure that they choose the suitable advertising
media for the group targeted. This was suggested by the Hubspot (2017) research.

 According to Hubspot (2017) research the locations chosen to sell the infozone has to have the age
group targeted, so that it can sell well hence maximizing profits. The marketing department research has
to do a research in several places to find the population of their target group. Our newspaper is going to
be distributed in shops which our target population being youth which they mostly go to, taking a typical
example in Botswana it can be sold in locations like Phakalane in Spar not Choppies because people
from such location value Spar mostly. In the CBD it may distributed to shops like Mr Price. In malls the
newspaper can be distributed to the anchor tenant shops so that everyone can find it.

 The suggestion given by Hubspot (2017) states that media chosen to market the infozone should be the
suitable for the targeted group, in this case the suitable one will

4
 Be that the infozone magazine should have a Facebook page because these teenagers spend most of
their time in Facebook and watching televisions because this where the target market uses mostly
.Through this the marketing personnel know if it is a suitable one hence a success in the business.

 Through Hubspot (2017) research, the marketing research has to be qualified enough to conduct the
research which will help the management of the infozone in making good decisions. The marketing
department can go around to interview the customers to collect some ideas of what was lacking in the
previous magazine so that they know what to do and what not to do. For example they can ask for
suggestions from the customers about what can be improved or added hence improving the view of the
newspaper hence pulling closer a big attention to the market. The management of the infozone has to
include in the financial plan all the marketing expenses in order to have a successful study.

Task 1 (B)

According to iedunote (2017) research societal marketing idea holds that the Organizations task is to
determine the needs and wants of target markets and to provide those needs and wants more
successfully and efficiently than the other competitors. Societal marketing is more concerned on the
society’s welfare before they can think of making a profit.

 Iedunote (2017) confirms that when a business contributes to the wellbeing of the community it is going
to be well known to the public and they will buy from it which increases their sales. It also creates good
relationship compared to their opponents. The economy of the country will not be affected since the
infozone will be taking part in helping where there is a need in the society.

 Societal marketing also brings more money to the business. Since the infozone will be well known
through societal marketing it can be able to maximize its profits by all means because the society knows
its involvement in their community. When the company make rules they make them according to the
social welfare of the society within them.
Societal marketing contributes to the living standards of the society. Gives the infozone a better
appearance compared to other competitors.

5
 Task 1 (C)
According to Bush (2016) technological factors are exterior factors that can disturb businesses, and are
categorized as PESTLE analysis. They can be described as factors which transmit to the presence and
development of technology, on either a local or internationally. Technology changes may either brings
good or bad results to the business. Business owners may sometimes be ignorant to these changes.

 Adebe (2017) states that equipment like new machinery may affect the success of a company in
many ways, affecting the sales of the newspaper. When your company is not aware of the
changes, for example if other companies are using machines which can print over ten thousand
newspapers per day and ours can print only five thousands that means the infozone will suffer
competition. Also active technology can affect a business because you have to advance time
and again which is too expensive thus will make the company to run at a loss thus making the
operating expenses to produce the newspaper to go high.

 Adebe (2017) also suggests that technology can also disturb the business badly for example when
fabrics came in the leather works companies were running at a loss the demand went down because
everyone was going after garments made of fabric. In this case if there can be an emergence of new
material like the paper for printing the newspaper it can be sometimes costly for company which will
lead to run at a loss.

6
 Task 2 (A)
Marketing mix is a term stated by Borden (1988) as the elements that combine to capture and promote
a brand or product’s exclusive selling points, those that distinguish it from its competitors. The
marketing mix consists of the 4Ps namely product, price, promotion and place.

 Shewan (2016) confirms that the first” P” of marketing mix is a product. Product can either be touchable
or untouchable. When thinking of the making any product you should also think of how you are going to
label your merchandise, think of the quality which will make it different from the other magazines since
the infozone will be having some competitors, and lastly think of how you are going to package your
product. When making the infozone the directors has to know exactly what it is all about and make it
very different from the other existing newspapers. The infozone newspaper should be well packaged in
a presentable manner for easier transportation and should be colorful, very attractive to the customer.
For example it can has a part where it advises about relationships, puzzles just like in our local
newspaper Kutlwano to meet the needs of the group targeted. The newspaper should have a brand
name “Infozone’’ which will identify it from the other existing newspapers.

 The price of the newspapers should be very reasonable since the targeted group are mostly the youth as
they are still looking for jobs this was suggested by Shewan (2016).When pricing the production cost and
advertising should not be left behind. Overall price must come after all the expenses are laid down per
bundle or each newspaper.

 Shewan (2016) suggest that we have a product and a price we can promote the newspaper infozone to
the market. Promotion looks at many ways marketing agencies distribute product to the consumers.
Promotion will include advertising, public relations, social media marketing, email marketing, and video
marketing.

 This looks at where the newspaper infozone can be found regularly. Shewan (2016) says sometimes
marketers says that marketing is about putting the exact product, at the right price, at the correct time.
The place in which the infozone is going to be sold in has to include mostly the teenagers between 9-13
years, here the suitable place will be at the malls since people of these like shopping. Think of how the

7
 magazine will be transported to reach the consumers, warehousing and finally how the goods are going
to leave the supplier to the customer.

Task 2 (B)

The following are the ways in which a product can be improved at decline stage;

 Take a Look at the newspaper you currently offering and come up with different ways consumers can
use it to meet their current wants for example there case in which in middle of the newspaper one may
find short test for the youth since there are still schooling that will be helpful to them, revision
Questions from mathematics subject for high schools. Interview your customers to determine if they use
your product in the same way that other customers may find it useful thus grasping the attention of the
market.

 Smith (2010) advices that the management of infozone can go around to benchmark on companies
which runs with similar or substitute products and apply those polices into theirs. Benchmarking can be
from the local communities over international communities to see how they excel so that the infozone
can sustain in the market.

 Smith (2010) states that by adding new features or components to the existing product or service that is
newspaper, can get back the former customers back or attract a new market. New features like bright
colors, other shop catalogues especially of shops selling phones, personnel computers and even clothes
since most of the people are interested in such goods. This can make product to meet the current
customer needs and wants again.

8
 TASK 3

Millyard (2016)States that Marketing products and services can have many similarities as well as
differences .It can either be tangible or intangible. You can see a product or even touch it but a service
you cannot touch or see, rather it can be provided to you by a service provider.

 According to Millyard (2016) states that in product marketing, products reach the customer because
they can be moved from one place to another through different distribution methods, Unlike marketing
a service customers has to come for the services or the person providing the service has to visit the
client because you cannot transport a service. In this case the infozone can be moved to different places
to reach the customers our product being the newspaper can transported to the customer.

 Surbhi (2016) confirms that you can give your customers the delivery date for a product when marketing
whenever they buy your product and they can walk away with it, but with service you have to offer only
after they have paid for it. You have to give guarantee to your customers that you will supply excellence
service to them but it is difficult because they will have doubts until after you provided the service now
they can continue buying your service. When marketing a product after talking to your customers you
can send the product so that they can see it but with a service you always have to be there.

 Surbhi(2016) argues that you can touch a product or even see it but with service you cannot see it. You
can make a decision immediately to buy a product or even just but it even if you did not plan to buy
because it just attracted you. With a service because you cannot easily see it or even touch it becomes
very difficult for a customer make a quick decision.

 According to Merritt (2014) he stated that you can separate a product from its originating company but
you cannot separate a service from the person providing the service. The infozone magazine can be sent
to other different businesses to be marketed there, but with a service the service

Provider has to be there to give the service.

9
 Surbhi (2016) further stated that product can be stored and used some other time. In this case infozone
magazine can be used as history in the next generation but with a service it cannot be stored because
where there is service there has to be a service provider to give the service. For example if you liked the
service you were given by a doctor today you cannot keep it for future use because you are not the
doctor.

Surbhi (2016) confirms that service keeps changing every day and even every hour, the service changes
according to the moods of the service provider on that period of time. For example if the service
provider is having some social problems obviously will give a bad service. But with the product, it will
remain the same for some years. It will only change if it has been modified.

 Surbhi (2016) further argues that service cannot be owned because the service provider has to be there
to deliver it, but with the product when you have bought it belongs to you already. For example you
cannot keep a service which a shop assistant gave you today to use tomorrow. But with a product after
buying it belongs to you until after you think is now worn out and needs to be changed.

10
TASK 4 (A)

Preparation

 (Connick) states that this stage the sales person is arranging how he is going to meet with the
businesses the newspaper is going to be launched. The sales person will collect a list of
businesses where he wants to place the newspaper. A sales person can conduct a study about
the market size, geographical places, and monetary status to see if the newspaper will suit
the population.

Introduction

 Connick (2017) states that after setting the appointment with the identified companies he will
introduce himself and the infozone newspaper. He will do this through phoning, sending mails
and finally visiting. In this stage he will introduce himself and introduce the name of his
company and all the important points about the product he is offering.

Questioning

 According to research from the Balance (2017) the sales person will phone the identified
companies and ask them questions concerning their feelings about the infozone. It will depend if
they are prepared to buy.

Presentation

 The infozone should be arranged well for the schedules with the customers this was suggested
by Connick (2017). The sales person has to have all the important equipment for a positive
demonstration. He must be having all the necessary equipment to have a positive
demonstration and he has to look smart.

Overcoming Objections

 Connick (2016) suggest that the sales person should be prepared for all the objections he is
going to get because is not everybody who is going to agree to what he will be presenting. Some
customers will not be interested and will say some words which can annoy but the sales person
has to be ready to handle all the issues.

Close
 Connick (2016) confirms that it is very important to do the other steps very well before a sales
person can close the sale. That when the clients have agreed to buy, now a sales person can end

11
 the sale. In this stage an order will be made or the customer has promised to buy. What you are
selling may be different at each stage. A sales person may need to close a sale early to get an
appointment to discuss about the product. For example, a close early in the sales process may
be to get an appointment to discuss your product, in that case you are selling an appointment
not a widget. In a later stage you might need to meet with a committee, in that case what you
are selling is a meeting. Seeing the sale method in this light takes a little pressure off each
encounter and makes things a bit more manageable. But don’t be lulled into complacency, you
must eventually ask for the order and no sales discussion should ever end without a contract to
some next step.

Follow-ups

 Connick (2016) indicates that after selling it is very important to go back to your customers to
hear if they are satisfied with the product and if they have some comments which might also
help in the growth of the infozone. Making follow up also creates a good relationship because
your customers will see that they a very important in your company. Regular follow-up will
continue increasing the sales.

Task 4 (B)

According to Bhasin (2017)marketing communication is an essential process involving the use of

numerous communication tools. What are these communication tools as the process of sending data

12
 from the businesses to the consumers or customers? Simply it is said they are the tools which get the
message across to the target audience. Below are this marketing tools;

 Findings from Bhasin (2016) indicates that advertising is any paid or non-paid type of communication
and is the first communication tool. It includes different media methods such as television, outdoor,
billboards and digital adverts. Mostly Advertising includes above the line media promotions.

 According to Bhasin (2016) a sale is a direct form of communication tool which links directly to the
customer. For example 20% off on all stock :) that’s sales promotion done to pull the customers to come
and buy the newspaper, the customers will come to buy the newspaper more often due to this sales
promotion they will get when they buy in bulk or one.

 Bhasin (2016) states that personal sales is a process whereby the sales person directly meets with the
customer and tells him the benefit of buying the newspaper. Over time, sales has become even more
polished and it has started using a lot of online tools to guarantee that the customer is reached to and
attended to the best of the company.

4. References

Adebe (2017) environmental factors affecting the business [Online] Available from:

https://www.academia.edu/15768537 [Accessed: 25th September 2017].

13
Bayt.com (2005) advantages of societal marketing [Online] Available from:

https://m.bayt com. [Accessed: 2nd October 2017]

Bhasin (2017) communication tools [Online] Available from:

https://axerosolutions.com/blogs/timeisenhaur/pr [Accessed: 7th October 2017]

Bush (2016) technological factors [Online] Available from:

https://pestleanalysis.com [Accessed: 9th October 2017]

Connick (2017) sales cycle process [Online] Available from:

https://www.the balance [Accessed: 2nd October 2017]

Hubspot (2017) challenges of marketing [Online] Available from:

https://www.blog.hubspot.com/blog/tabid/6307/bid/33820/5 [Accessed:23rd September 2017]

Iedunote (2007) societal marketing [Online] Available from:

https://iedunote.com[Accessed: 3rd October 2017]

Infosurv (2016) key difference between marketing a product and service [Online] Available from:

www.infosurv.com/6 [Accessed:10th October 2017]

Merritt (2014) marketing service vs. product

https://education.arke/2014/10 [Accessed: 10th October 2017]

Millyard (2016) difference between marketing a product and service [Online] Available from:

https://keydifferences.com [Accessed: 2nd October 2017]

Shewan (2016) marketing challenges [Online] Available from:

14
www.wordstream com/blog/ws [Accessed: 7th October 2017]]

Smith (2010) avoiding decline [Online] Available from:

www.hydrapos.com/Article/LIFECYCLE [Accessed 5th October 2017].

Surbhi (2016) difference between marketing a product and service [Online] Available from:

https://keydifferences.com[Accessed:7th October 2017].

15