Marketing Assignment

Table of Contents 1. Executive Summary…..……………………………………………………………………………...5 2. Introdcution……………………………………………………………………….…………………..5 3. Business Vision, Mission…………………………………………………………………………….6 4. External Marketing Audit 4.1 Macro Environment…………………………………………………………………………7 4.2 Micro Environment……..…………………………………………………………….…...10 5. Internal Marketing Audit 5.1 Operating Results…………………………………………………………………………..12 5.2 Strategic Issue Analysis……………………………………………………………………12 5.3 Competitive Advantage……………………………………………………………………. 12 5.4 Core Competencies……………………………………………………………………….. 12 5.5 Product Mix effectiveness…………………………………………………………………13 5.6 Product Life Cycle………………………………………………………………………….14 5.7 Boston Consulting Grid…………………………………………………………………… 15 6. Marketing Audit - SWOT Analysis…...………………………………………………………..…15 7. Marketing Objective 7.1 Strategic Thrust…………………………………………………………………………….17 7.2 Strategic Objective…………………………………………………………………………17 7.3 Core Strategies: Segmentation, Targeting and Positioning……………………..……18 8. Marketing Mix Decision 8.1 Product………………………………………………………………………………………20 8.2 Price………………………………………………………………………………………….20 8.3 Place……………….……………………………………………………………………….. 21 8.4 Promotion…………………………………………………………………………………… 21 8.5 People..………………………………………………………………………………………23 8.6 Processes……………………………………………………………………………………23 8.7 Physical evidence……………………… …………………………………………………23 9.

Budgeting…………………………………………………………………………………………..23

10. Organisation, Implementation & Control………………………………………………………24

Page 1 of 30

11. Bibliography……………………………………………………………………………………..…25 12. Appendix……………………………………………………………………………………………26

List of Table

1. Pest Analysis ……………………………………………………………….………………………….8 2. Degree of Attractiveness/Impact vs Probability of Occurrence ………………..…….............10 3. SWOT Analysis………………………………………………………………………………………..16 4. Ansoff Matrix……………………………………………………………………………….……….17 5. Promotional Strategies…………………………………………………………………………….22

Diagram 1. Porter’s Five Forces……………………………………………………………………………..10 2. Product Life Cycle……………………………………………………………………………….14 3. Boston Consulting Grid…………………………………………………………………………15 4. Positioning of Emaar……………………………………………………………………………20

Page 2 of 30

1.0 EXECUTIVE SUMMARY Noode is a range of twelve skin care product line founded by “Seth Ratner who owes his success to hard work, charm a dash of chutzpah and the incredible hulk. His early lessons of entrepreneurship arouse Mr. Ratner appetite for business”(N.A. 2008). After his job in a male skin Care Company named Zirh Skin Nutrition which was later taken over by Shiseido Co. Ltd, this experience gave him a chance to understand the beauty business and launch his own company named Noode in 2000. Initially generating revenue by selling his skin care products in leading stores like Henri Bendel and Bloomingdale's now wishes to continue to add new locations in US as well as expands internationally. The approach is to develop a marketing plan to launch Noode skin care range in UAE. In order to understand the operating environment External and Internal Audit was conducted and SWOT analysis was performed to identify the major differential advantages Noode is holding as compared to the weaknesses and use the same to the advantage in the marketing for the launch of its Skin care line with its attractive brand image in US and pricing strategy. Marketing Mix has been designed to aid the achievement of overall marketing objective for the sale of the Noode skin care line via targeting the right people and offering them with the improved range of products. Noode will have to carry out the marketing research to launch their product in new market. It also has to recognize the capabilities and expertise of its existing image and have to develop the same to make Noode launch and presence felt and more prominent in the UAE market.

Page 3 of 30

2.0 INTRODUCTION Noode is a skin care line for woman founded by Seth Ratner in 2001, in New York City, offering range of twelve skin care products clinically tested and approved by dermatologist to produce products infused to maintain and prevent aging instead of repair. These products are developed by innovative technology, in attractive packaging to attract the target customers at affordable prices. The product line was designed specially to meet the need of Generation Me market which is a combination of Generation X and Generation Y. The founder of Noode Mr. Seth Ratner identified that this generation was concerned more about “me” hence the entire product line has “me”. In addition Noode also conducts different skin care workshops and sampling to promote their products to targeted market and help customer get better understanding for skin protection. Noode embodies modern beauty setting sight on the market of 15 to 29 year old women. The product has an appealing market in US also due to their color full packing and funky writings. Currently operating in US, Noode in expedition to boost the brand awareness internationally and sales revenue has recently planned to expand and launch their product line in strong market of UAE. Due to the fact of profit margins being high in this business in U.A.E’s potency in the cosmetics business is lies on quality products at lower -prices and low import duties. In order to achieve marketing objective several characteristics were identified to target UAE market. 3.0 BUSINESS VISION, MISSION Mission Noode has a mission to create high quality skin care products satisfying needs and wants of generation me with lower prices. Noode of tomorrow will become synonymous to “Beauty is all yours” Vision

Page 4 of 30

Noode has a vision to be one of the leading skin care product distributor and manufacturer in cosmetic industry for “Generation Me” to help them conquer early signs of aging and experience excellent skin. Corporate values •

Noode is determined to continue being creative and innovative, to aim for product excellence to meet the demanding standards of quality products and safety at all the times.

•

Customer focus is to understand, listening and giving people what they need and serve the beauty and well-being of our consumers in all cultures throughout the world

•

Leading innovation by research in business marketing, to identify sensitivity to consumer needs in terms of scientific rigor and expertise essential that drives creativity and contributes to developing the cosmetic of tomorrow

4.0 EXTERNAL MARKET AUDIT 4.1. Macro Environment Every organization should understand their operating environment as it allows them to take advantage of the opportunities and minimize threats. The following pest analysis illustrates the environment of UAE in which Noode will be operating. Political and Legal UAE is a low crime and politically stable economy; as a result foreign investors are attracted to UAE as diversification strategies. The UAE government is on a regular effort improving business relations with trade and investment partners in US and Asia. Economical Increase in Oil prices and non oil based revenue witnessed a high growth rate of the UAE’s The UAE is strategically located in the midst of one of the richest regions and is served by over 120 shipping lines and linked via 85 airlines linked to over 130 destinations making it an attractive industrial hub coupled with No corporate and income tax, low custom duty of 4% and no foreign

Page 5 of 30

exchange controls makes it more attractive for foreign investors. High inflation rates and fear of possibilities of exchanges rates de-pegging against the US$ keeps the investors away from making huge investments in the UAE economy.

Pest Analysis

Political & Legal

Economical

•Open Economic Policies

•High Oil Prices

•No Exchange controls

•No Corporate or Personal Income Taxes

•Emiratization

•High Inflation

•Regional political Instability

•Strategic Location

•Low Crime economy

•Possibility of exchange rate de-pegging

•No political agitations, stikes, etc

From US$

•Stable government and no expected change Planned in the near future. Social

•Arabic Traditions & Islamic Values •Multinational workforce •Increasing population •Cosmopolitan life style

Technological

•High investment from Government for telecom, energy and infrastructure

• Development of technology – High speed internets, etc.

• Virtual Banking systems.

Table 1 – Pest Analysis Page 6 of 30

Social Arabic traditions and cultures are respected by affluent nationals. A notable concern is on the nation’s preference of Islamic value based products like Sharia complaint Islamic Banking products, Islamic Sukuks, etc. The economy has a multinational workforce and cosmopolitan lifestyle which encourages foreigners in investing in the economy as compared to other countries in the region. People can follow any religion and culture.

Technology There is huge investment from the government to develop the infrastructure, good telecom system, internet facilities, etc. The implementations of the latest technologies to support the banking system have made UAE as advanced as any other developed economy in the world. The findings of the external marketing audit are summarized in the Exhibits below.

Page 7 of 30

4.2. Micro Environment The analysis of the competitiveness that is prevailing for Noode in the UAE market is made within the context of ‘Porter’s five forces’ and is expected to highlight the strength and weaknesses of each force in order to understand their impact

Diagram 1 – Porters Five forces

Threat of New Entrants – Moderate UAE has strict regulations when it comes to imports of toiletries and cosmetics. The exclusive and profitable trade environment persists to open more opportunities for foreign companies to step in especially during Dubai Shopping festival and Gulf Beauty Expo. However consumers in this part of the world are more selective in their choice of personal care items. Hence opt for international brands which are trusted and famous Bargaining power of Suppliers – Low Since Noode is a supplier with the aim of due rapid expansion in the country infrastructure to accelerate in available retail space in the coming five years, the opportunity to trade via the Jebel Ali Free Zone is favored and with out VAT the risk is low. Competitor rivalry within Industry - High Page 8 of 30

Cosmetic and toiletries manufacturers are moving to UAE to target the high consumption of cosmetics and toiletries “According to a recent survey, consumption of cosmetics and fragrances in the Gulf States is among one of the highest per capita in the world with the average purchase estimated in the region of AED 1,229 per head,“ said, Mr. Eckhard Pruy, CEO of Epoc Messe Frankfurt toi (N.A.2008).Since Noode will be newly launched and the competition is high, Noode has develop a good name for itself to make it exclusive and successful Bargaining Power of Buyers – High The Bargaining power of Buyers can be considered as a high threat as they are constantly looking for better pricings. There are many skin care products company who are offering high-quality products at attractive prices and customers can receive benefits at finer rates. Therefore quality and price is important to attract customers and avoid losing them to competition. Threat of Substitutes - High According to recent study the space in shopping malls of UAE has been growing by approx 50% yearly out of which the retail space dedicated to beauty products from around the world has grown by over 30% in the past three years. This demonstrates that there are several international brands in the market offering high quality products at affordable prices. I 5.0 INTERNAL MARKETING AUDIT The internal marketing audit provides us an insight into the various activities and overall performance of Noode. The section includes the following: 5.1 Operating results Noode is a New York based company started in 2001 after working for Japan’s largest cosmetic company Shiseido Co. Ltd., Noode has products designed for women between age of 15 to 30 to slow and possibly prevent the appearance of skin aging, with their products ranging from $15- 20, Noode estimated sales for 2003 was 2.5 million and has showed no signs of slowing.

Page 9 of 30

5.2 Strategic issues Analysis Noode has a vision to be one of the leading skin care product distributor and manufacturer in cosmetic industry for “Generation ME”. It continues to provide the best skin care products to its customers and effective cost effectiveness service standards. Noode has also conducted various workshops and skin care programs to help their customers overcome the skin problems in order to make them realize that company is keeping a close eye to make them look better 5.3 Competitive Advantage The company has a competitive advantage on other products since they are in Market with motto of Generation me. Noode has also low product rated than other companies in the market. It has a very positive image in generation me in skin care industry 5.4 Core competencies •

Wide range of quality products designed to meet the needs of young consumers

•

Experienced and loyal stuff.

•

Country wide reputation

•

Conservatively priced

•

Innovative style of packaging

5.5 Product Mix Effectiveness Noode provides wide range of skin care products manufactured to meet the need of young people ages fifteen to twenty-nine in the market, a group he named “Generation Me”. Noode offer products to overcome serious skin care problems with the focus on prevention, with the products names tied in generation me market; Clean ME face wash, scrub me gently facial scrub, make me soft facial moisturizer, help me acne cream, renew me face peel, make me moist body lotion, rub me massage oil, wash me everywhere body wash, scrub me harder body scrub, and the newest product shield me sunscreen gel. All these products do not contain sun protection except Me sunscreen gel(launche in 2002 spring), since the founders believes Generation Me prefers to look Page 10 of 30

tan. The Price points of Noode range from $15 for the Rub ME and scrub Me products to $20 for the help Me acne product. These products are famous in market due to their innovative style of packing referred to as “tottle”, this helps prevents accidental discharge of the products

5.6 Product Life Cycle Noode is in the Growth and Maturity stage of product cycle US as shown in the figure below. Though Noode started its operation in 2001 but due to their articulated marketing strategy, nine months after their sales the revenue reached to 1.7 million. However since Noode is to yet to be launched in UAE, it is in development and introduction stage of product life cycle with their products focusing on prevention to skin problems of women aged between 15 to 29.

Page 11 of 30

Diagram 2 – Product Life cycle

5.7 Boston Consulting Grid

UAE

?

As per the BCG, Noode achieved

has a

reputation in the market where most

US

of its products can be positioned as “cash cows”. The

Diagram 3 – Boston Consulting Grid Noode in UAE (UAE), Noode in US(US)

Page 12 of 30

new launch of its products in UAE is expected to have a fair growth rate but need to capture the market share in order to become a “star” and eventually be a “cash cow”. 6.0 SWOT ANALYSIS Our main strategic focus will be to penetrate in to the UAE market by advertising aggressively to make a mark in market. Our target would be to capture clients between age group between15 - 29 and above in future. Strengths

economy

and

increasing

•Not targeting old age group

•Good Brand Image

•New in market

•Low prices

•No outlet

•Develop

WO Strategies

•

and expand in the Manufacture products to target

UAE market aggressively as old age customers.

oil price.

•Foreign

•Strong capital base

Diversified product range SO Strategies

Opportunities

•Diversified

Weaknesses

there is high demand and it investments

surplus cash

•Strategic location and infra structure

•Zero taxation •Open economic policies •Increasing population

&

will be a good opportunity to cash on the increase demand

•Need to advertise aggressively to establish a name in market.

•Maintain the quality of Products to boost customer confidence

•Target

young customers as

per motto to serve “Generation Me”

Page 13 of 30

Threats

ST Strategies

WT Strategies

•Inflation

•Due to Islamic values people •.Due

•Emiratisation Policy

prefer to use products made care brands in the market people

•Multinational workforce.

• Recruit experienced national products hence would face great

•Islamic values

staff

High competition

from Halal ingredients

to

customers

to several reputed skin

are more loyal towards their

service

affluent

by

offering

competition

attractive salaries and other benefits

Table 3 – SWOT Analysis 7.0 MARKETING OBJECTIVE Our strategy is to penetrate into existing & new markets by developing quality skin care products to ensure that all the products provided by competitors are offered to affluent customers. To help penetrate into new markets we need to develop new value added products to attract the customers. 7.1 Strategic thrust We give below the strategic thrust (Ansoff Matrix) of Noode PRODUCTS

Page 14 of 30

Existing

New

Market Penetration

New Product Development

• Quality products for Teens • Customer focus Reputation

•

New

MARKETS

Existing

Market Development

Diversification

•Develop a mark in UAE market

•Should come up with diversified

with their quality products.

range of products to better serve different skin problems

•Conduct work shops to better

Design products for old age customers to better serve their skin problems. Design products by adding value added ingredients which are good for skin, like vitamins and fruits

observe the needs of Customer and try to resolve it by giving them advises

Table 4 Ansoff Matrix 7.2 Strategic objective Noode is employing different strategies as detailed under: Execution: No company can deliver on its commitments or adapt well to change unless it practices the discipline of execution at all levels. Execution is to be part of a company’s strategy and its goals. Better exception will no doubt help company make a mark in the targeted market. People: An organization’s human beings are its most valuable recourse for generating excellent results year after year. Their judgment, experiences and capabilities make the difference between success and failure. Noode’s key objective is to attract Generation me by their quality products at lower prices and their packing and experience being fun and cool and not being a novelty. Processes: Processes are where the things that matter about execution need to be decided. Processes are tightly linked with one another to ensure synchronization

Page 15 of 30

Feedback: Customers feedback plays an important role; Mr Seth Ratner founder of Noode helps students of the university where he is currently working to recognize their dreams by getting feedback on Noode skin care products and has produced 2 products after received the input and continues to improve and produce new products via feedback acknowledged Global Benchmarking: It must deliver quality products to targeted market with the focus to overcome problematic skin combination rather than age defiance with their lower price ranges. Noode focus is to produce quality products to meet the needs and wants of Generation me packed in innovative and fun approach. 7.3. Core Strategies: Segmentation, Targeting and Positioning Target market

Psychographics

•

The target market prefers products made from halal ingredients.

•

Women requires products with basic properties of purification, nourishment, protection, treatment and ageing prevention

Demographics

•

Age: The potential customers of Noode would be of age group of 15 – 29 years.

•

Income: As for the income levels, Noode targets the middle class to the upper class.

Competitive Target. The main competitors to Noode are AVON, Nevea, Body shop etc. In order to successfully compete with these market rivals Noode is mainly concentrating on providing products at lower prices and advertising aggressively which will play a vital role in attracting the targeted customers.

Page 16 of 30

Competitive or Differential Advantage The major competitive advantage is that it comes with an idea of “Generation me” since younger generation is more concern about their skin and young generation is moving to Dubai in large as this is one of the biggest business bay on world’s map. Other allied distinctive advantages are as below:

• It is financial sound organization • Coming up with diversified range of products • The company is fully equipped with latest technology •Providing quality products at affordable price •Funky packaging • It enjoys public trust and confidence in US market • Strong and successful multi national workforce providing global outlook.

Positioning: As Noode has been the most selling brand in US for last 5 years applauded by younger generation. Since Dubai is a new market for this product the perceptual map below illustrates the positioning of Noode in Dubai market against competitors.

Page 17 of 30

Diagram 4 – Positioning of Noode 8.0 MARKETING MIX DECISIONS 8.1. Product: Noode is planning for a launch their twelve-skin care product line for young consumers of UAE between the age of 15 to 29, to tackle the skin problems and help prevent early signs of aging. 8.2. Price: The launch price for these products will be ranging from AED 60 to AED 90 depending on the type of product. The price demanded is 9% higher than the US market keeping in mind the import and duty charges. Noode will also tie up with various departmental stores similar to strategy adopted by the founder in United States to encourage availability of its products to buyers at convenient locations. 8.3 Place: Noode initially plans to have products displayed at various departmental stores and pharmacies like Carrefour, Spinney, Lulu hypermarket etc as well as in famous beauty saloons like VLCC, Nail bar, Cleopatra spa and beauty outlets like Paris Gallery in Dubai, U.A.E.

Page 18 of 30

Noode also plans to display the products at leading pharmacies. As these outlets and location are in ideal spots which will help target potential customers for skin care product. 8.4.Promotion : In US Noode has promoted their products keeping the cost minimal since it has been a key tactic for the founder, and has chose to use catalogue inserts, postcard, in store support combined with a heavy sampling program, and store events like the teen appreciation day. However in UAE We would run promotions to target the following:

•

The affluent customers who are visiting Dubai.

•

The residents of Dubai

•

The affluent customers of competitors

The following promotional activities will be followed

Promotional Scheme

Description

Page 19 of 30

•Advertisements in local radios, channel 89.1, 101.6, Advertising

•Exhibitions •Press / Magazines •Internet Pop-ups

104.8

•Advertisements in local newspapers and papers in various

•Markets •Advertisements in local fashion and beauty magazines

•Beauty Shows

•Out door advertising using posters, billboards, neon

•Hoardings / Signboards

signs at beauty spas, bridge banners, lamp posts

Public Relation

•Internet pop-ups in souq.com,dubailife.com

•Sponsoring beauty shows

•Offering free makeovers at beauty shows or outlets

•Free make over

•At least one success story per month in local beauty

•Target publications

magazine to attract the market image and informing readers about new launches if any.

Direct Mail & SMS

•SMS messages to be sent to all potential customers •SMS messages •Develop mailing list with help of Universities and Colleges

with the help of telephone operators.

•A new attractive brochure should be designed to be mailed to target eligible clients.

Sales promotion

•Special pricing at the time of launch •Brochure to be displayed at various

•Attractive prices at the time of launch to attract target customers.

•3% discount on makeover at saloons tied up

Spa’s and saloons

Table 5 – Promotional Strategies

Page 20 of 30

8.5. People: Noode will have a team of dedicated and qualified beauty experts who are ready to serve with a positive attitude and willing to help customers get the right product for their skin problem. These experts would be young dynamic between 25-35 years, Presentable, Qualified and with Pleasing personality. 8.6. Processes: The existing delivery channels will continue because the processes are tightly linked with one another to ensure synchronization. If conditions change, synchronization realigns the multiple priorities and reallocates the resources. The management works as a controlling system over the processes. 8.7.Physical Evidence: Physical evidence is basically concerned with the image of the company and its products as perceived by the customer. We will try to create its image by a planned promotion not leaving the strategy adopted in US.. 9. BUDGETING The various promotional activities to be conducted for the launch of Noode skin care products are detailed in the promotion section of the Marketing Mix. We will break up the marketing budget in percentage in this section. Advertising

45%

Public relation

15%

Direct Mail

10%

Sales Promotions.

30%

Page 21 of 30

10. ORGANISATION, IMPLEMENTATION & CONTROL Organisation: The implementation of this marketing plan involves huge costs and it needs complete support from the management. The management is fully aware of the marketing efforts for which it has appointed a new Head of Marketing who will be supported by three marketing managers. The head of marketing will implement plans and report directly to the MD. The marketing managers will be responsible for the marketing activities in their own sectors and will have marketing officers reporting to them. Budgets will be allocated to the managers by the Head of Marketing and their performance will be evaluated every month. Implementation: The areas of implementation and the timeline of this marketing plan is illustrated in the Appendix I & II. Controls: Controls is the most important part of a successful plan. Even successful plans fail if it is not properly controlled. The main responsibility of controlling will be upon the head of marketing department. He will take the following steps to see the successful implementation •

Assignment of targets.

•

Monthly break-up of Budget

•

Monthly meeting with manager on the progress

•

Reporting to the Managing Director on a monthly basis

11.0 CONCLUSION Noode Skin care line products have been a success in US market and have made their mark in the US market with their quality products, low pricing and innovative packing. The above report is created after analyzing the external internal market of UAE and identifying the strengths and weaknesses of the products, this will help Noode classify the potential of launching the product in strong market of UAE. The product range will target its potent ional customers of age range between 15 to 29 via advertising aggressively to be prominent in the targeted market. Noode plans to display its products in UAE at convenient locations keeping their prices minimal.

Page 22 of 30

Bibliography

Books •

David Jobber, “Principles and Practice of Marketing”, 5th edition, McGraw –Hill Companies, London 2007.

•

Tony Lindley, “Marketing Management, Bradford Study Guide”, Dubai, U.A.E. 2007

Internet Sites • • • • • • •

http://www.godubai.com/citylife/press_release_page.asp?id=14859&search= Introduction &Executive summary (N.A.2008) http://findarticles.com/p/articles/mi_m0DTI/is_1_32/ai_n6019377[Accessed 25/04/2008] http://www.allbusiness.com/retail/retailers-health-personal-care-stores-cosmetics/80786231.html (N.A 2008) http://www.entrepreneur.com/magazine/entrepreneur/2004/january/66104.html [Accessed 05/05/2008] http://www.highbeam.com/doc/1G1-97131769.html http://www.zoominfo.com/Search/PersonDetail.aspx?PersonID=385041013 Marketing Mix : http://www.marketingteacher.com/Lessons/lesson_marketing_mix.htm

Magazines & Newspapers New York Times Tony & Tina cosmetics and lucky magazine

Page 23 of 30

Appendix I Implementation Timeline for Noode Marketing Plan (Publications & Hoardings) Oct 2008 to April 2009

Description Budget Prepareation of Budget for ASC Adv Present to Executive Committee for Approval Advise Concerned units on approval Advertising Prepare advertising requirements Call for quotations from Adv companies Obtain necessary approvals Publication Campaigns in UAE Prepare advertising requirements Call for quotations from Adv companies Obtain necessary approvals Magazines Arabian Business Emirates Airlines In-flight Magazine Cathay Pacific In-flight Magazine Air Arabia In-flight Magazine Oman Air In-flight Magazine Gulf Air In-flight Magazine British Airways In-flight Magazine Oman Air In-flight Magazine Time Out Living Ahlan Masala Ahlan Whats On The Properties Gulf Business Hello Property Finders Business Traveller Middle east Construction week Dubai Freehold property Guide OK Middle east Interior Design Outdoor Design Banking & Finanace Construction Focus Arabian Travel Emirates Home Signboards & Hoardings Airport Departure Lounges Airport Arrival Lounges Check in Counters Bill Boards Bridge Banners Posters Lamp post Signage

Fortnighty Responsibility

OCT '08

NOV'08

DEC'08

JAN'09

FEB'09

MAR'09

APR'09

1

1

1

1

1

1

1

2

2

2

2

2

Heads of MKT Heads of MKT Heads of MKT

Heads of MKT Head of MKT Heads of MKT & GM

Heads of MKT Heads of MKT Heads of MKT & GM Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT Heads of MKT

Page 24 of 30

2

2

Page 25 of 30

Appendix II Implementation Timeline for Noode Marketing Plan (Event & Newspapers) Diary of Noode January 2009 January Event

Dubai Shopping Festival NBD HDFC Musical event Ek Mastaani Shaam (Mad Jum) Hindi Movie Premier Dubai- ASC Dubai Desert Classic Kiosk at Malls Newpaper Publications 7 Days Gulf News Khaleej Times Al Khaleej Al Bayan Al Ittihad Emirates Today

1

2

3

4

5

6

7

8

9

1 0

1 1

1 2

1 3

1 4

1 5

1 6

1 7

1 8

1 9

2 0

2 1

2 2

2 3

2 4

2 5

2 6

2 7

2 8

2 9

3 0

3 1

1

2

3

4

5

6

7

8

9

1 0

1 1

1 2

1 3

1 4

1 5

1 6

1 7

1 8

1 9

2 0

2 1

2 2

2 3

2 4

2 5

2 6

2 7

2 8

2 9

3 0

3 1

Page 1 of 30

AppendixII - Continued Implementation Timeline for Noode Marketing Plan (Event & Newspapers)

Diary of Noode February 2009 February Event

1

2

3

4

5

6

7

8

9

1 0

1 1

1 2

1 3

1 4

1 5

1 6

1 7

1 8

1 9

2 0

2 1

2 2

2 3

2 4

2 5

2 6

2 7

2 8

1

2

3

4

5

6

7

8

9

1 0

1 1

1 2

1 3

1 4

1 5

1 6

1 7

1 8

1 9

2 0

2 1

2 2

2 3

2 4

2 5

2 6

2 7

2 8

Dubai Shopping Festival Dubai Desert Classic Hindi Movie Premier- ASC Dubai International Shows Kiosk at Malls

Fashion

Newpaper Publications 7 Days Gulf News Khaleej Times Al Khaleej Al Bayan Al Ittihad Emirates Today

Page 2 of 30

Appendix II - Continued Implementation Timeline for Noode Marketing Plan (Event & Newspapers)

Diary of Noode March 2009 March Event

1

2

3

4

5

6

7

8

9

1 0

1 1

1 2

1 3

1 4

1 5

1 6

1 7

1 8

1 9

2 0

2 1

2 2

2 3

2 4

2 5

2 6

2 7

2 8

2 9

3 0

3 1

1

2

3

4

5

6

7

8

9

1 0

1 1

1 2

1 3

1 4

1 5

1 6

1 7

1 8

1 9

2 0

2 1

2 2

2 3

2 4

2 5

2 6

2 7

2 8

2 9

3 0

3 1

Dubai Int Boat Show (TPO) Dubai Fashion Show Dubai World Cup Newspaper Publications 7 Days Gulf News Khaleej Times Al Khaleej Al Bayan Al Ittihad Emirates Today

Page 3 of 30

Page 4 of 30