Watiniya Bottom Up Proposal Marketing Plan

Watiniya Bottom Up Proposal

Watiniya will incorporate a Integrated Marketing Communications (IMC) plan that will look at all the different customer needs in the industries of banking, educational and government institutions, and well as retailers to evaluate how Wpro can best service their needs. The plan is to service corporations that have branches in multiple locations. The result will be a stronger market presence for long-term contracts that builds the Watiniya brand.

Watiniya will utilize a bottom up marketing plan involves the following objectives:

Establish mutually beneficial services to establish long-term relationships that use multiple Wpro services. Meet the customers requirements by providing several solutions that cover all their telecom needs from a single source, Watinya business solutions.

Expand Watiniya business to improve market position in the industry.

Meeting all the telecom needs of the customer with one source, strengthens market position and builds long-term profits.

3. Develop customized Wpro business solutions that can be adapted to respond to customer demands and exceed requirements.

4. Once a Wpro business solution is developed for a specific industry. Approach other businesses that can use the same or a modified version of the product or service. This will greatly boost profits and the Watiniya brand.

Deliver IMC solutions into Watiniya current business processes. Stakeholders such as employees, customers and vendors needs will be evaluated by Wpro technical teams. This approach will establish an integrated, yet customized business solutions that is flexible enough to respond to demand that meets customer requirements for each industry serviced (Shimp, 2008).

Competitive Advantage

The needs of the customer are what determine the type of products Wpro will offer instead of Wpro building products and services and then expecting the customers to purchase.

This will be the Wpro competitive advantage over other telecom suppliers. First in IMC planning according to Terrence Shimp author of “Advertising, Promotion, and Other Aspects of IMC” is the need to ‘segment the customer market’ (2008). This means pursuing customers that are willing to partner with Watiniya for the long-term, which will strengthen the brand. In order to do this Watiniya will need to meet with potential customers in long standing industries such as educational institutions, banks, and state and local government offices. The bottom up approach requires Watiniya to contact potential clients and get an understanding of what services they need. This is the second step in IMC which is to ‘develop a brand connection’ (Shimp, 2008). This refers to discussing the customer’s needs and developing a product that meets those needs to provide the customer the right services. A good approach is request a business scenario from the prospect then discuss with Wpro technicians for feasibility in order to develop a prototype of a solution that will exceed their expectations. For example in the educational industry contacting the University’s Information Technology (IT) manager to discuss if there is an online curriculum for distance learning. If so, asking what type of service they currently receive from present supplier. Highlight any issues that the current supplier is not addressing. Next work with Wpro technicians department to evaluate the scenario and determine if this is something that fits into the objectives of Watiniya corporate direction. If so, meet with Wpro tecnicians to develop a prototype solution. Watiniya marketing and technical representatives can now return to this University manager with the integrated solution to a problem. This demonstrates that Watiniya not only can solve their problem but demonstrate Watiniya’s ability to adapt to the customer requirements. The University will be pleased to learn that their problem is solved if they chose Watiniya.


This bottom up approach can be pursued in each sector of the industry. First investigating what the customer needs, how the current supplier has fallen short, then stepping in with a Wpro solution that solves the customer’s problem. After a new Wpro business solution is developed, marketing objective (number four above), will be to locate as many additional potential customers in the industry that need the same or similar services and resale the product. To reiterate the marketing steps, first contacting additional Universities for example, requesting a problem area where Wantiniya can help, then following up with the right product or service at the right time. This business process meets the next step in the IMC which is to set a marketing objective to make certain the target market is the right fit for the product. Some ways to quantify the budgeting for pursuing a particular industry are to set specific goals such as percentage of growth expected or revenue targets (See Appendix A). The final step is to develop a communication channel with the customer, this could be social media, Mobile Wireless, print media, surveys, or another source of getting continuous, measureable, customer feedback. This marketing plan process is repeated in each industry that Wantiniya has set as part of its strategic business goals. This demonstrates a marketing plan utilizing a bottom up approach to IMC.

A major shift in advertising methods is necessary in using the IMC approach. Wpro will listen to the customer first and adjust the marketing plan to respond to what the customer demands.


For the area chosen there will need to be a sales team contact and interview potential clients at least six months prior to the projected timeline for meeting the corporate goals for expansion. The advertising department is expected to create promotions that explain Wpro is interested in learning more about what type of issues the customer is having with telecom services. Use of Survey of Buyers Intention Method will be used in capturing customer responses. Survey/Interview questions asking what are areas that need improvement can gain meaningful feedback that can assist marketing teams with choosing a good fit for Wpo capabilities. The strategic goal for promotions is to have at least 25% of the area covered with surveys and interviews and as much as 10-15% in pre-sold business. During this six months the ongoing plans for securing new business is executed until success is met.

Advertising and Marketing Budget

The marketing budget will require sales and marketing representatives trained in Wpro business products to contact potential clients online (most cost effective) in the industries of banking, retail, education and government. Equipment such as mobile phones, ipads and laptops are required to conduct online social media contact channels to set up interviews, communicate with the home office, and contact clients. Use of email, text messaging, mobile website, mobile phone voice communications other online advertising (Twitter, Facebook, LinkedIn). Transportation costs such as company car, mileage and associated car expenses will also be part of the budget. Hiring of at least 12 additional sales associates will be necessary to start this process. Along with 5 more technical developers that can also work in operations to handle customer calls and service issues.

Bottom Up Budget

Marketing Month 1 Month 2-Month 3-Month 4-Month 5-Month 6

Sales Staff (12) 90,000 90,000 90,000 180,000 180,000 180,000

Marketing Staff (5) 40,000 80,000 120,000 160,000 200,000 200,000


Equipment (20) 20,000 20,000 20,000 20,000 20,000 20,000

-Laptop, PDA, etc.

Transportation 10,000 10,000 10,000 10,000 10,000 10,000

Subtotal 151,000 200,000 240,100 370,000 410,000 410,000

Monthly Advertising Budget

Monthly Expense Budget for Social Media, Lead generation (Landing Page), and Other (Responses to online ads / twitter, Facebook, Wordpress, Google Ads).

Annual Advertising Budget

Expense budget for a year’s projection of Advertising using social media, lead generation, and Responses to online ads / twitter, Facebook, Wordpress, Google Ads.

Table 1 Expense for Marketing Budget

Monthly expenses over a three-year period with increasing revenues at the same general percentage of sales.

Table 2 Sales from Marketing Metrics in Thousands

Marketing Metrics allow review of the Marketing plan to meet revenue forecasts for overall business goals.to gauge success and need to revise Marketing (See Table 2).

Average transactions is the number of Wpro services sold to a single customer.

Referrals are of repeat business in the same industry.

PR Mentions being advertising using the Watiniya brand.

Testimonials being feedback from new and existing customers.

Comparing past year financial projections to Watiniya Marketing Proposal (See Financial Statements 2010-2011 Appendix A). Projections based on this IMC Bottom Up

Proposal show a significant increase year over year of new business.

Additional Marketing Considerations

Businesses or residences that offer referral will receive an additional month of discount service once the referral sign up and remain an active account for three months or more. This will allow the business to grow based on the feedback that customers have experienced with using the product. This is a powerful way to promote the business that is very cost effective. It does not require any advertising dollars yet provides ratings from a third party source. Add to this opportunity radio and television commercials that have contact information to signup online or by phone.

A promotion that allows month to month service and no long-term contracts is under review. If customer approved this promotion will compete head on with all the mandatory 1-3-year commitments offered by the competition.

Year 1


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.


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.

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.


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 Design Firms, those that sell mobile devices, software providers, and consulting companies.


Shimp, T.A. (2008). Advertising, promotion and other aspects of integrated marketing

Communications. Cengage Learning.

Watiniya.com (2011). Telecom Homepage. Retrieved December 18, 2011 from http://10.wataniya.com/business/wprobusinesssolutions/default_en_gb.aspx

APPENDIX A Financial Statement 2010-2011 (Watiniya, 2011)

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