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SHINER
Prepared for
Marketing Management
Page 1
Submitted to:
Sir Syed Ali Raza Noor
Group members:
Saad Yaqub 13646
Imran Javed 15045
Ghulam subhani 15116
Khuzema Munawar 15138
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ACKNOWLEDGEMENT
First of all, we bow ourselves before ALLAH, the Merciful and Beneficent for empowering us to
start and complete this project.
The work presented in this project has been carried out under the dedicated supervision of
Sir Syed Ali Raza Noor. His keen interest and invaluable guidance, in every stage of the
project is greatly appreciated.
OUR PROMISE
"We promise to respect our self and others, have the courage to do what's right, show loyalty to
our university, our self, and our community, have tolerance for all, and accept responsibility for
our words and actions."
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Introduction ........................................................................................................................................... 6
1.1.
1.2.
1.3.
3.
4.
5.
Market segmentation:............................................................................................................................ 8
6.
7.
8.
8.1.
Strengths: ........................................................................................................................................ 10
8.2.
Weakness: ....................................................................................................................................... 10
8.3.
Opportunities: ................................................................................................................................. 11
8.4.
Threats: ........................................................................................................................................... 11
9.
9.1.
9.2.
10.
Issues ............................................................................................................................................... 12
11.
11.1.
11.2.
11.3.
11.4.
11.5.
11.6.
Quality: ....................................................................................................................................... 14
11.7.
Design: ........................................................................................................................................ 14
11.8.
11.9.
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2.
Budgetting:.......................................................................................................................................... 19
a.
b.
c.
CablE operators:.................................................................................................................................. 20
d.
Billboards: ........................................................................................................................................... 20
e.
Skins advert:........................................................................................................................................ 20
On television: ...................................................................................................................................... 21
b.
c.
On CablE:............................................................................................................................................ 22
d.
On Billboard: ...................................................................................................................................... 22
e.
On skins .............................................................................................................................................. 23
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There is a famous proverb Cleanliness is next to godliness. The machine which we have
selected and imported, called as shoe sole cleaner with shoe shiner and polish, here the shoes
sole can be cleaned and polished in much less time with no effort.
As prime importance given to the shoe selection nowadays, its maintenance is also being taken
care and in some regions or areas tidy environment is preferred, hence cleaning of shoe, upper
and lower part of it and also to have an elegant look to the human, polishing of the shoe is
necessary, considering all these factors wide range of machines for shoe sole cleaning machine
and shoe polishing machine has been evolved from the earlier centuries and also the project
introduces a variety of concepts of the product and helps in selecting a better model for shoe sole
cleaning and shoe polishing machine.
1.1.
To set world class standards in the shoe polish industry through providing a diverse range of
high quality and easy to use services that are prepared in with the evaluation of technology to
satisfy consumers wants and needs and serving the Society
1.2.
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SHINER -" symbol of cleanliness " - People in Pakistan generally refers cleanliness as fashion.
So SHINER wants to give an impression that whenever a customer think of Fashion, he/she
should think of SHINER. So the Punch line makes Fashion equal to SHINER.
The SHINER will commence its operation in Islamabad from December 2014. The office facility
has been founded on a 5 canal area of land in the Industrial area, i9.
Import of machines is expected to match the demand of our service. We have ensured the
installation of modern, sophisticated and efficient equipment to provide best Quality service to
our customers.
3. PRODUCT FEATURES
Free-standing Shoe shine machine with rolled adverting light box and Mobile phone
charging
Spray-painting process
Coin acceptor for various countries currency and the charging fee can be set easily
Support most of mobile phone charging, such as Nokia, Motorola, LG, Samsung, Sony
Ericsson, IPHONE, blackberry, MP3, MP4 etc
Application for all kind of republic place, such as Super market, Hospital, Station,
Airport, Telecommunication building, entertainment club, Bank, Hotel etc
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SHINER is a unique service which we are going to introduce in the Islamabad domestic market.
We are focusing to all levels of generation. Youth, mature, olds and overall families
The prices of the SHINER are cheaper, because it is for everyone in the society.
5. MARKET SEGMENTATION:
a. Geographics:
The SHINER geographic target area is currently Islamabad. We are supplying our service to all
area of the Islamabad.
b. Demographics:
There is an almost equal ratio between male and female and also kids.
Ages 15--- 65 are the customers. We are focusing offering
6. MARKET DESCRIPTION
The shoe shiner and polish has not a big competition in his service range. Because there is no
direct competitor of this service in Pakistan.
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7. DISTRIBUTORS REVIEW
To assure the availability of its service SHINER shoe shiner and polish has established
effective network of installed machines in almost every organization of Islamabad.
We have our own distribution channel; we have a third party for the repairing of our machines,
which is liable to visit weekly to check each and every machine and review that its all features
are working and also have the responsibility to refill the polish liquid and shiner to provide best
customer service.
We have hired most efficient organization for this purpose.as our customer enjoy a flawless
reputation combined with business relations. This has ensured that SHINER will be made
available all over Islamabad.
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8.1.
STRENGTHS:
Quality service
Pakistani made
Reasonable price
8.2.
WEAKNESS:
New industry
small network
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OPPORTUNITIES:
Increased demand of high quality service due to Islamabad being a developed city.
8.4.
THREATS:
Political instability.
No political affiliation
lack of production
retaining consumers
Economic instability.
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9.1.
9.2.
Profit maximization
10.
ISSUES
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11.
MARKETNG STRATEGY
The market strategy is based on positioning of the service in the mind of consumers.
11.1.
POSITIONING STRATEGIES:
We want to put an image of our service in the consumers mind as compare to competitors
service. We want to target the high school, college and universities private and government
offices banks etc. We have to position our service on the base of quality and cost.
11.2.
MARKETING MIX
Product/service
Price
Promotion
Place
11.3.
PRODUCT/SERVICE STRATEGY
Do whatever it takes not to satisfy the customers but retain our customers
In order to accomplish this objective, the company has established sales, marketing and support
teams.
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Product/service avalibility:
High schools
Colleges
Universities
Banks
Private and government offices
11.5.
Brand name:
The name which we have chosen for our service is SHINER shoe shiner and polish.
11.6.
Quality:
High quality service would be our first priority. This would be ensured by:
11.7.
Design:
Shoe shiner and polish is a combination of shoe polish and shiner that is design to provide best
and time saving service to our superior customers.
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11.8.
PRICING STRATEGIES:
Our pricing strategies for the service are for total cost, which include custom services and other
expenses. Pricing strategy usually change as the service passes through its life cycle. The price
should be set at moderate level in order to attract a large number of customers and to gain large
market share.
11.9.
Total cost of polish per 100 pair of shoes = PKR 250/Units price of polis per pair of shoes = PKR 2.5/Per pair of shoes shining cost= PKR 1.5/Sole clearance cost per pair of shoes= PKR 2/Total cost per pair of shoes = 2.5+1.5+2=6
Price per pair of shoes= PKR 10
Profit per pair of shoe= 10-6=4PKR
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PROMOTION:
Actually the promotion is a first step when we are launching a new product, but we make its
strategies in last. We want to make a good image in the mind of customers, so that they will
buy only our products.
CRITERIA FOR PROMOTION:
In promotion our main objective is to provide:
Awareness
Knowledge
Liking
Preference
Purchasing
skins
Print Media
Electronic Media
Cable network
MARKET RESEARCH:
Using research, we are identifying the benefits that our target market segments value. Using the
research tools as:
o Feedback from test market
o Surveys
Brand awareness research will help us determine the effectiveness and efficiency of our message.
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have
conducted
survey from
our
university
students
about
our
product.
12%
Strawberry
20%
Mix-fruit
16%
Lime
22%
Others 30%
Most students prefer juice and plain waters.
Fruit juice
44%
Plain/mineral water
31%
Others
25%
We ask the students how many would like to try flavored water which has a mixture of
both water + fruit flavor vitamins. 85 % were willing to try the new product.
65% of people are already aware about flavored water but due to un availability in
Pakistan most of them have not tried it yet.
What is the preferred channel of buying soft drinks?
Most people buy soft drinks from retail and grocery stores + supper markets as well.
What is the most important characteristic for choosing a channel?
55% location nearer
25% quality
20% others
Most people will prefer to switch brand if they find something better in term of taste and
quality.
Only 40% are loyal to their brands
60% are used to trying different brands
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Marketing Organization:
FRUITOs chief marketing officer, SaadYaqub, holds overall responsibility for all of the
companys marketing activities. There are other subordinates with him to help the sales
campaigns, trade and consumer sales promotions, and public relations efforts.
1. ACTION PROGRAMS:
The flavored water will be introduced in October. Following are summaries of the action
programs we will use during this summer session to achieve our stated objectives.
September we will initiate 1000000 rupees trade sales promotion campaign to educate dealers
and generate excitement for the product launch, and provide sample crates to our selected
product reviewers, opinion leaders and celebrities as part of our public relation strategy.
OctoberWe will start an integrated print/displays/television campaign. The campaign will show
how many features the flavored water have for users to reenergize them.
NovemberAs the water advertisement continues, we will add consumer sales promotion by
including them to our messages. We will also support or retailer to increase our sales.
December-January We plan to roll out a new advertisement having new views of customers who
have used our drink which will help to promote our flavored water.
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Electronic Media
Print Media
Cables operator
Billboards
Skins advert
A. ELECTRONIC MEDIA:
Geo:
For 15 days
2000 PST
30sec
3 times in a day
6 lacs
B. PRINT MEDIA:
Nawaiwaqt:
Front page quarter page 4 colour
For 2 days
30000 * 2 = 60000
27 on after 3 days at back
7000* 8 = 56000
Jang:
Only on Sundays
30000*4= 1 lac 20 thousand
236000/-
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D. BILLBOARDS:
Company decides to take billboards for its starting advertisement campaign this is a plan of 15
days rent for billboard is Rs.100, 000 each. The sites selected by the company are in the areas of
D-chowk, Karachi company, blue area, commercial market,
5 * 100000= 5 lacs
E. SKINS ADVERT:
50 main stores/areas/shops in city
Per skin cost 200
80* 200 = 16000/-
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A. ON TELEVISION:
Expenditure: 600000/20% of population viewed our ad= 7500000*20 /100 =1500000
10% of viewed population tried our product = 1500000 * 10 / 100 =150000
10% of population tried became our average customer = 150000*10/100=15000
On 1 unit sold we get profit = /On 15000 units we get = 15000*1.667 =25005/For 30 days = 2
5005 * 30 =750150/-
Revenue = 150150/-
B. ON NEWS PAPER:
Expenditure: 236000/Total readership = 3000000
25% of Readership viewed our ad= 3000000*25 /100 = 750000
10% of Readership tried our product =750000 * 10 / 100 =75000
10% of tried became our average customer = 75000*10/100 = 7500
On 1 unit sold we get profit = 2.60/On 7500 units we get = 7500*2.60 =19500/For 30 days = 19500* 30 =585000/Revenue = 359000/-
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C. ON CABLE:
Expenditure: 100000/10% of population viewed our ad= 7500000*10 /100 = 750000
10% of viewed population tried our product = 750000 * 10 / 100 =75000
10% of population tried became our average customer = 75000*10/100 = 7500
On 1 unit sold we get profit = 2.6/On 13000 units we get = 7500*2.6 =19500/For 30 days = 19500 * 30 =585000/Revenue = 485000/-
D. ON BILLBOARD:
Expenditure: 500000/20% of population viewed our ad= 7500000*20 /100 =1500000
10% of viewed population tried our product = 1500000 * 10 / 100 =150000
10% of population tried became our average customer = 150000*10/100 = 15000
On 1 unit sold we get profit = 2.60/On 15000 units we get = 15000*2.60 =39000/For 30 days = 39000 * 30 =1170000/Revenue = 670000/-
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Measuring
Comparing
Correcting
Measuring:
We can check our marketing condition through measuring in which different types of tasks may
be performed like
Surveys
Questionnaires
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References
www.google.com.pk
www.wikipedia.com
By own thinking
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