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Transcript of Servent Line Mrketing project, innovative idea
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Dedicated This Project to the Person, who
told us how to do Business in Righteous
Way,
Our Holy Prophet HAZRAT MUHAMMAD
( Peace Be Upon Him )
&
To The Role Model for All businessmen
Hazrat Usman-e-Ghani Shaheed
(May Allah Pleased With Him)
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ACKNOWLEDGEMENT
All praise to Almighty Allah,
The most merciful and Compassionate,
With the willingness of whom we are able to
Without whom we are nothing!
We are very thankful to Our Professor Mr. B.Malik
He kept our morale high by his suggestion and appreciation;
He was available to us whenever and for what ever we
consulted from him.
Without his precious guidance and help we would never be
able to develop this project
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Table Of Contents
1. Executive Summary
2. Organization Prof ile
3. Mission Statement
4. Vision Statement
5. Envoirment6. Macro Envoirment
7. Segmentation and identif ication of Target
Market
8. Target Market
9. Consumer Behavior
10.
Marketing Mix 11. SWOT Analysis
12. BCG Matrix
13. Product Lif e Cycle
14. Viability and Prof itability
15. Function Of Departments
16. Business Process
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Executive Su
We are going to open a service organization with a view to
provide servants, Drivers, Cooks, Office boy, Kitchen Helpers,
and Governess, in the city of Lahore, Pakistan. It will provide
services that will best suits the people that are busy in there
life and for working women, and those who want a trust
worthy servant to serve them. We will purchase the license
and permit from Chief Minister to legalize our business. The
start of the business is not very high budgeted first it willopen in major areas of Lahore and then it will be expanded in
other parts of the city and ultimately in other cities of
Pakistan. The business required little human recourses and
not be easily control able, we have chosen the name for our
organization as Servant Line. The theme and the reason
behind our organization is that there is 2.9 Million people
unemployed in Pakistan and they are seeking for the right
jobs but they dont have a right platform, even they are
capable of doing hard work. On the other side people who
want servants, cooks and drivers are afraid of security
threats. We are going to provide excellent security and trust
worthy persons to the people who need them, which matters
a lot. Our organization will definitely attract customers andthey would like to contact us. It will urge both of them to get
engaged with us as they both are needy. The difficulty in this
business is to check the back ground and there clearance
report from the society from where they belongs and police
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station. We have worked a lot for it and developed a strategy
for this to satisfy our self and our customers. Our Target
Market is the Upper class, and upper middle class people
who want servants, we are going to target the high end of the market according to our service and price. We have
chose the Main Market Gulberg for our office, as it is centre
of the Lahore and we can easily target upper class as it is
near to DHA, Model Town, Faisal Town, Askari Colonies,
Muslim Town, Garden Town, and there are many offices and
apartments in gulberg as well.
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Organization Profile
Organization name
We have chose the name Ser ant Line for our bus ness as
it truly re resents our business and very easy to pronounce
for the people who are uneducated.
Organization PlaceWe have chosen the main market gulberg for our
office location, as it is the center of Lahore and we can easily
target the upper class and upper middle class of Lahore.The
areas such as DHA, Model Town, Gulberg, Askari Colonies,
Johar town, Faisal Town, Cavalry, Muslim Town, Cantt,
Garden town, and Wapda are approachable.
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Organization Logo
Organization Slogan
The Care Takers
Departments
1. Services/Customer Department
2. Marketing Department
3. Investigation Department
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Mission Statement Our Mission is to make our customer feel secure.
Vision Statement
To be the best service providing organization in market by
providing security and timely services to the customer and
be recognized for that services, admired for commitment
and trusted for security.
Objectives
1.
The exceed the customer expectation by providing ourbest.
2. To expand our target market and market share.
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Service Providing Companies
There is no doubt that there are only few companies in
Lahore that are providing servants, cooks, drivers and
specially security guards to people. But they are not well
recognized, well managed, and well known to the customers,
because they are not reliable and are doing it on small level.
Their target market is not well defined and are failed to
provide proper security to the customers. While we are
entering in this industry after studying a lot about this
industry and about the companies which are doing this
business, we have seen that the companies which are
providing security guards are much strong and having morethan 80% market share, so thats why we are not entering in
this particular market and decided not to provide security
guards but we are willing to serve our customers by cooks,
servants, drivers, office boy, at professional level and with a
complete market strategy.
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Envoirment
The actors and forces that can effect our business and
marketing strategies is known as envoirment and can be
categorized as
Micro Envoirment
The actors close to our company that can effect our
ability to serve our customers, we can control these factors
by our strategies and actions.
The Compan
The coordination between our department is vital
because we have less resource and capital, our marketing
and investigation department are playing major role because
security is our top priority, and we have to provide the
security as our marketing department promises with the
customer, so our services department can be effected by our
marketing and investigation department.
Supplies
We dont have any supplier because we our self search for
unemployed persons and make them aware about our
services and act as a middle man.
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Competitors
There are only three known organizations which
are doing the same business as we are doing, those
companies are
1. Al sadiqiya
2. Rozgar
3. Mulazmat hi mulazmat
Al sadiqiya is our top competitor because it is doing
business from 3 years and have more experience in this
field, but the advantage is this, that they are not doing it at
high level and their marketing strategy is not strong, and
they are also involve in marriage bureau.
Rozgar is the regional company and provides its services in
limited areas of Lahore.
The third one is Mulazmat hi Mulazmat and it onlyproviding office boys and drivers to the firms. And it is
failed to provide security to the customers.
Competitive Edge
Our main competitive edge is that we have variety of
services we are offering and the security we are providing.Our main priority is to provide security to our customer and
to build there trust on us. One thing more is that we have a
strong marketing budget as compare to other organizations
and our marketing strategy is very good. Not a single
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organization of this type is spending money on marketing
sector, although it is back bone of every and particular this
kind of business.
Customer
The customers are the most important actors in the
companys micro envoirment, customers are categorized as
1. Consumer Markets
2. Business Markets
3. Reseller Markets
4. Government Markets
5. International Markets
The company might target any or all of five target customers,
our organization is targeting the consumer market and
business market.
In consumer market we will capture those people who have
busy life, working ladies, and the big families.
On the other hand in business markets we will capture those
business which need office boys and drivers.
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Macro Envoirment
The macro envoirment consists of broader forces that effect
the actors in the micro envoirment.
Demographic Envoirment
It is the study of human population in terms of size, density,
location, age, gender, race, occupation, and other statistics. It
is the most important factor for us as it is the study of people
and people made the market. In this we further observer
Increasing Population
As all knows that the population of Pakistan is increasing day
by day, and the population and unemployment have direct
relation, if population increases the unemployment will also
increases. So our business will provide jobs to those
unemployed persons, on the other hand the people who
have money and want to change there life style are moving
toward Lahore, it is also an advantage for us, the more
people move to Lahore, more they will need the servants and
cooks and our business will boost.
Changing Famil System
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The family system of Pakistan and specially of Lahore is
changing day by day, in past the Grand Mother and Grand
Father were supposed to be the family members, but now
the trend in changing and family is considered to be only wifeand husband. Due to this, the demand of servants, maids,
cooks also increases to take care of there grand parents and
parents. On the other hand, the dual income single kid is
becoming common now a days, which means that both
husband and wife are doing jobs and business, due to this the
demand also increases to take care of their children, home,
garden and kitchen.
The changing Role of Women
The role of women is changing day by day, the educated
women are moving toward jobs and businesses, which
results in more working women. This also increases the
demand of our business as they will ask for governess and
kitchen helper.
Political and Social Envoirment
Laws, Government agencies, and pressure groups that
influence and limit various organizations individuals in agiven society.
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Increasing Legislation
Government has increased legislation for this type of
business to increase the security, for this our company have
to purchase a permit and license from Pun jab Government
and have to renew it after one year, for this the government
will charge f ees from us and make us legalized.
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Segmentation and Identification of
Target Market
Market Segmentation
1) Geographic:
1. MODEL TOWN
2. DHA
3. GULBERG
4. ASKARI COLONIES
5. JOHAR TOWN
6. FASIAL TOWN
7. CAVALARY
2) Demographics:
Gender: male female
Income: 80,000 onwards
Occupation: Working ladies, Businessmen,
Students, white collared
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are really needy and want some one to care for them such
as working women.
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Target Market
Target market helps to identif y the ma jor ob jectives andvisions of the company within a specific area, specified by the
company management.
Lahore population = 10 million. (approx)
Target market population = 1 million (approx)
Upper and upper middle class = 0.8 million
(approx)
Those who already have = 0.6 million
(approx)
Unsecured customers = 0.2
million(approx)
CHARACTERISTICS OF TARGET CUSTOMERS
There are many working women and dual income concepti is there,
most of the people are doing white collar business.
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TARGET MARKET:
The standard of living is growing day by day and working
women and men are increasing. For targeting the market we
have used the strategy of multiple segments. We have
targeted our market into two segments i.e.
MARKETING OBJECTIVES:
Servant Line has some Financial & Non-financial objectives to
sustain in the services market as the market leader.
FINANCIAL OBJECTIVES:
y Market Share
Servant Line services company want to increase its market
share and capture as many people as it can.
y Profit
Servant Line wants to maximize its profit by increasing
its market share. We want to attain a 10% profit margin
of our services.
Business Market Consumer Market
Office,small scale resturant Homes, Working women
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NON-FINANCIAL OBJECTIVES:
y Solid Image
y Customer Satisfaction
y Customer Retention
SOLID IMAGE:
We want to maintain our strong business image & company
good will through providing best quality of services. We also
want to decrease the unemployment rate of Pakistan by
providing more and more jobs.
CUSTOMER SATISFACTION:
Complaints To achieve Customer Satisfaction, we want to get
close to our customers by receiving their suggestions &complaints by providing customer care & E-mail addresses to
fulfill this purpose. We will try to response against these as
soon as possible.
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CUSTOMER RETENTION:
The key to Customer Retention is Customer Satisfaction. So,
by satisfying our customers we want to increase their
reliability and trust. We are adding new services for customer
value.
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Consumers behavior
We are going to target consumer market because customers
will purchase our services for their personal use.so we must
have knowledge about the characteristics that can affect
consumers behavior.
These characteristics are
Buyers culture
Cultural shifts have a lot of potential benefits for our
business. Because the role of women in our society is
changing very quickly, so we can easily enjoy the benefits of
this change. Working women are increasing day by day and
they prefer jobs rather doing work in their homes. Some
years back the role of women was to cook meal food for
their family and manage their houses, but now a days theyprefers increase their family income rather than cook food
or manage homes. They required a person who can do all
these tasks but they are afraid of any fraud. So we can easily
target these families who are suffering with insecurity.
Social class
In our target, most of people belong to similar social class
because have high income as compare to others parts of
Lahore. So we can easily target the social class that is
educated, white collared, business class because these
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social classes have need as well as potential to purchase our
services.
Role and status
First, Most people of our target market belong to upper
class. To maintain their status they need a lot of servants in
their homes. And second these people have such roles in
their society so that cannot give proper time to their families
and need servants to manage their homes.
Family
In our society, generally wife has great emphasis on decision
making process of family. So we can focus females in our
advertisement and promotion campaigns because tasks like
Cooking are purely associated with females.
Occupa
tion
As A persons occupation affects the goods and bought. So
our main focus will be executives and White collars.
Lif estyle
The life style of people is changing day by day, workingwomen are increasing day by by, and the trend of having any
shelf and cook in home is becoming very common and
popular in upper class people, and because there is busy life
style, the need of Gardner, driver is also increasing, which is a
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positive effect for our business and a great opportunity to
survive,
Buyer Decision Behavior:
Buying behavior of our customers will be Complex Buying
Behavior because their purchase involved risk, a lot of money
as well as they are not going to hire employees daily. So as
marketers, we will help customers to learn about our service-
class attributes and relative importance. And we will
differentiate our services features in our marketing
campaigns i.e. how they will feel themselves more secure by
hiring employees through us.
Buyer Decision Process:
We are the first movers in this kind of business in our target
market. The consumer will go through the following stages
during the process of adapting our services so need to help
consumers through these stages.
Awarenesshelps the consumer to get to know our services
as soon as possible.
Interestwe will provide information to our targeted
consumers through media campaign when they are seeking
information about us.
Evaluationthen consumers will considering our company
while hire employees
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Trialconsumer will hire some of employees through our
company
Adoption this is our target. Whenever they will hire, they
will hire through us.
We hope that will take our target customers at trial stage in
no time through our effective media campaign.
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Marketing mix
We are going to blend these controllable tactical marketing
tools to produce our desired response in the target market.
Product
we are not only providing servants, Drivers, Cooks, Office
boy, Kitchen Helpers, and Governess. We are also providing
reliability and assurance to our customers.
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newspapers on Sundays to get people known about our
service.
Adds on cable:
As media is one of the strongest medium to attract people.
So advertisement on cable will be one of the best way to
promote our business in our target area.
Road Banners:
We will use road banners at the sides of all busy roads in our
targeted area. Each banner contains necessary information
about our services.
Newspaper:
Next we have chosen newspaper as a medium of search for
unemployed persons. It provides good local market coverage;
broad acceptability as all classes can easily buy newspaper; it
also has high believability, as it is a good source of all
important news.
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Posters
We will stick posters at local bus stands, Railway station and
walls, so that the person who needs job can easily contact us.
Placement
We are opening our office in Gulberg main market, as it is
the centre of Lahore. We can easily cover the most of the
area of Lahore.
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SWOT ANALAYSIS
Internal Factors
Strength:
First movers
Security conscious
Effective advertisement campaigns
Distinctive from others
Proper planning
Strongest effective bundling services in the industry.
Weakness:
Lack of experience
Lack of awareness among the target market.
Communication gap.
Mostly expenses consist of fixed expenses
Small target market
Risky business
Imitation of investigation process
External Factors
Opportunities:
Growing population and unemployment
Few and weak competitors
Expansion of distribution net work
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Introduction of new services
Capturing of rural areas
More working women
Increasing upper middle class
More white collared labor
Threats:
Government Regulation :in future may be followed
strict rules due to increasing security threats
Competitors
Less awareness of the product
Experienced competitors
Increasing potential risk
Market segment growth could attract new entrants
Decreasing purchasing power
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L o w
A N T I C I P A T E D G R O W T H R A T E
H i g h
BCG Matrix
Hi Low
M R ET SH RE
ST R QUESTI M R ?
SH G
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Explanation
Our business lies in question mark because it is in
initial stage and dont have market share, but its growth
rate is high as we have opportunity to capture market. We
are also making strategies and investing on it to push it in
star and then cash cow.
Product Life cycle
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Explanation
Ever business in market has five stager, from its
initial stage to the end. The first stage is development and
the second one is introduction, our product lies in between
the, because the idea and the plan is being developing and
will be soon introduce in market. According to our
expectations, market survey and opportunities we have, our
business will soon reach to growth and maturity and we will
try to change our strategies as per the demand of our
customer to maintain our business at maturity as long as we
can.
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Viability & Profitability
Total capital which was available to us was 500,000 and we
were supposed to start a new and innovative business which
should b profitable and viable. We have used the capital as
Investment required
Office Advance 100,000
License fee Registration fee 15,000
Furniture 50,000
Office (Furnish Information board) 20,000
Banners 10,000
Advance for Residence (Servants) 10,000
Office rent 30,000
Residence rent 3000
Bills (electricity & telephone) 10,000
Adds on news papers 25, 000
Adds on cable 30,000
Pamphlets 5,000
Cash on hand 20,000
Total investment required 328.000
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Capital expenses
Advance (office) 100,000
License fee registration fee 15,000
Furniture 50,000
Office (furnish information board) 20,000
Banners 10,000
Advance for residence 10,000
Total capital expenses 20, 5000
Fixed expenses
Office rent 30,000
Residence rent 3000
Bills (electricity & telephone) 10,000
Adds on news papers 25, 000
Adds on cable 30,000
Pamphlets 5,000
Total fixed expenses 103,000
Variable expenses
Investigation and other expenses - 200 per person
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Revenue
No of person recruited (Approx) 30 per month
Average pay- 9,000
Commission from employees (10% of pay) 27,000
Commission from customers (50% of pay ) 135,000
Total revenue 162,000
Break even Point
Break even point = Fixed costs / (S. price V. expenses)
= 103,000 (5400 - 200)
= 20 employees
Profit calculations
Revenue 162,000
Variable expenses 6,000
Gross profit 156,000
Fixed expenses 103,000
Net expected profit 53,000
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Return on investment
Return on investment = 53,000 x 12 328.000
=198.9%
Viability
As described in profit analysis, there is a very little variable
cost with this business. Major part of investment needed will
be for fixed expense and capital expenses. We are expecting
such large revenue that can easily cover our fixed and
variable expenses. Due to high unemployment in Pakistan
and fast growing upper middle class, we can attract number
of customers. We are expecting Revenue of 162,000 while
Variable expenses of only 6,000. Our gross profit will easily
covers Fixed expenses of 103,000 we will get profit of 53,000.
So we can say that our business will be feasible. And ourreturn on investment will be 198.9%
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Function Of Departments
Our business have three departments, and each department
has a vital role to play and it cant be survive with a absence
and negligence of any department. Function of every
department is defined.
Services / Customer Department
It is the top most department of our business, any new or
existing customer have to contact with the servicesdepartment for any complain and information. Secondly,
making agreements between the customer and the servant is
the responsibility of this department. This is the
responsibility of the department to make customer satisfy
and charge commission from them, and it is up to them that
how much maximum they can charge from the customer, as
per the policy of our business the minimum percentage has
been set to 50% from the customer and 10% from the
servant.
Function of Service and Customer Department
1. Make Agreement between customer and servant.
2. Satisfy the customer
3. Charge Commission
4. Deal with customers
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Marketing Department
Marketing department is key department of any
business. Much of the success of the business is depends on
marketing department and how it works. Our marketing
department is making marketing strategies for our business
and working on how to go with that by using any medium of
advertising. It is also engaged to tell about our services and
business to the people who need jobs, because they are our
raw material in other words. More over they are answerable
to
1. Make marketing strategies.
2. Make adds, billboards, pamphlets, and sign boards.
3. Make Posters for the servants.
4. Give adds on News paper and Cable
Investigation Department
This is our most important department as security is
top most priority and thats why se say Care Takers . This is
the duty of the investigation department to investigate about
the person and make it clear in every test. It is a very
sensitive process and need so much care.
1. To investigate about the job seekers
2. Conduct there interviews
3. Investigate from police station
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Business Process
Contact with the customer
In our business process, first we contact with the
person through our marketing and advertisement, this
is not direct contact but indirect contact with the
customer, through which customer came to now about
our services and policies.
Contact with job seekers or servant
As we contact with our customers through our
advertisement and marketing, we also contact with job
seekers and servants through posters, bill boards, and
banners, and make them sure that they will get a job
by contacting us.
Respond the customer
When customer got aware about our services and
business they contact with us and tell us there demand
about the servant, maid, driver, cooks, office boy, or
governess. We also make them sure that for how much
period they want servant. Then we note down there
requirement and search the best option for them.
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Search For Best Option
After noting the requirements of customer we search
the best option for them.
Investigate the people who applied for Job
Security is our top most priority, thats why we should
be very care full while we investigate the people. So we
have divided our investigation.
i. Fill an Application
When a person apply for a job, we request him to fulfil the
application in which he has to fulfill the following
requirements
a. His full name
b. Father Name
c.
Father and Family Occupation
d. Complete Address
e. Where he was employed before coming here
f. Name of the owner
g. Address of that owner and house
h. Mobile number for that Owner
i.
His personal Mobile Number
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i. Things to be attached with
a. Copies of ID card
b.
Father ID cards copyc. Written Approval from previous owner
d. Clearance certificate from located police station
e. Written approval from Nazim of the society
Make an Agreement
When we found the best option for our customer, we call
him or her and make an agreement of six month, according
to that agreement if customer is not satisfied with that
servant with in 6 months, than he can heir a new one with
out paying any charges.