Académique Documents
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PREPARED BY:
31-Mar-19
Contents
Acknowledgment: ................................................................................................................................... 4
Summary Description of the Business: ................................................................................................... 5
Location:.................................................................................................................................................. 5
Visiting the Bilal Departmental Store: .................................................................................................... 5
Meeting the Managers: .......................................................................................................................... 5
Mission .................................................................................................................................................... 6
Vision....................................................................................................................................................... 6
SWOT Analysis: ....................................................................................................................................... 6
Sources: ................................................................................................................................................... 7
Types of Products and Services: ............................................................................................................. 7
Inventory and theft Control: ................................................................................................................... 8
Target Market: ........................................................................................................................................ 8
Competition: ........................................................................................................................................... 8
Market Trends:........................................................................................................................................ 8
Method of Sales & Distribution: ............................................................................................................. 8
Packaging: ............................................................................................................................................... 9
Bilal Store Marketing Mix (4Ps) Strategy ................................................................................................ 9
Product:................................................................................................................................................... 9
Pricing: .................................................................................................................................................... 9
Place: ....................................................................................................................................................... 9
Promotion: .............................................................................................................................................. 9
Database Marketing:............................................................................................................................. 10
Sales Strategies: .................................................................................................................................... 10
Sales Incentives: .................................................................................................................................... 10
Advertising Strategies: .......................................................................................................................... 10
Public Relations: .................................................................................................................................... 10
Networking: .......................................................................................................................................... 11
Description of Customer Service Activities: .......................................................................................... 11
Expected Outcomes of Achieving Excellence: ...................................................................................... 11
Implementation of Marketing Strategy: ............................................................................................... 12
In-House Responsibilities: ..................................................................................................................... 12
Out-Sourced Functions: ........................................................................................................................ 12
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Questionnaire ....................................................................................................................................... 13
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Acknowledgment:
We take this opportunity to express our heartfelt gratitude to all those personnel who have
contributed their precious time and knowledge and efforts for the completion of this project report
directly and indirectly.
First of all we are thankful to ALLAH S.W.T. who has given us such power and a great chance to
complete our report. It is His blessing that today we are able to submit our Marketing Report
"Bilal Departmental Store” successfully. Working on this project was a source of immense
knowledge to us.
We would like to thank “Prof: Jalal Ahmed Khan” Faculty of our Entrepreneur course, a very
hardworking and devoted person for educating and polishing our skills, only because of his given
knowledge, broad vision and sense of evaluation. Today we have completed our report.
Furthermore we would like to show our gratitude to all our colleagues who supported us during the
course of making this marketing report, without their support and motivation it would not have
been easy to develop this report efficiently.
Lastly we would like to say a big thank you to all of those who are investing their precious time in
reading this report, and giving their valuable suggestions.
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Summary Description of the Business:
Bilal Departmental Store is a growing chain of Super Store providing consumer goods and services to
people in more comfortable way where they will be able to collect their any kinds of necessaries
with the assurance of quality and standard in an environment friendly manner at competitive prices.
Having four branches in Karachi.
Location:
1. C-135, Sector 11 B North Karachi Twp, Karachi.
2. Khwaja Shamsuudin Azeemi Rd, Sector 4 A Surjani Town, Karachi.
3. Bahria Town Karachi.
4. Naya Nazimabad Gadap, Karachi.
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Mission
Short term goal (mission):
To extend business in areas where no such stores are present.
Vision
Long term goal (vision):
To establish a market environment where customer will get quality products & services at a
reasonable price in an environment friendly manner.
SWOT Analysis:
1. Strengths:
a) We offer multiple category of product line.
b) We have enough sources to supply, products at low cost.
c) We will produce environmentally friendly product.
d) E-marketing
e) Every kinds of consumer product are available in one place.
f) Skillful, devoted and committed employee.
g) Good relationship with suppliers.
h) First Movers Advantages.
2. Weaknesses:
a) Don’t have company website.
b) Online ordering system not available.
c) Many alternatives exist to this concept.
d) Lack of large space at important location.
e) Parking arrangement is not sufficient.
3. Opportunities:
a) To develop company website.
b) To develop E-commerce / online ordering system.
c) Interest of large portion of customer.
d) Change in life style.
e) Good profit potential.
f) Increasing of new urban area.
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4. Threats:
a) Political instability
b) Financial instability
c) Transportation problem
d) Power shortage that increase our cost
e) Established local market
Sources:
We are acquiring products from the following sources:
1. Manufacturers
2. Supplies
3. Farmers
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- Household Supplies
Target Market:
1. Age:
All age groups
3. Social Class:
Lower-middle, middle, and upper middle class.
4. Target Market:
Consumers, shopkeepers, distributors and general order suppliers.
Competition:
1. Competitor:
Imtiaz, Naheed, Chase up, Agha’s, Diamond Super Market, Tesco etc.
Market Trends:
1. Western
2. Expecting quality product at less price.
3. Tendency to save time.
4. Expecting on-line service.
5. Hassle free shopping.
6. Free home delivery.
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Packaging:
For products like Rice, Sugar, etc. we have different pack sizes as per convenience of customers ½
Kg, 1 Kg, 2 Kg, and 5 Kg.
Other products are offered in same packaging of Brands / Manufacturers.
Pricing:
We planned to offer our products comparatively in lower price than open market to capture more
than 25% market share from them. In this situation, we will follow overall cost leadership pricing
strategy. We want to create competitive advantages by reducing cost on supply, promotion,
distribution, and other promotional activities so that we can create competitive positioning in the
market.
Place:
Bilal Departmental Stores are large supermarkets which sell all necessary items in daily life style.
Bilal stores are located in different areas of Karachi that is North Karachi, Surjani Town, Bahria Town
and Naya Nazimabad.
All locations of stores are on main roads due to high traffic flow.
Bilal focuses on newly settled areas of Karachi. Its first branch was opened in north Karachi when
there was no such super store existing there.
Promotion:
Bilal has a strong brand image which relies on low prices. Bilal’s promotional activities are centered
on this theme. Bilal uses pamphlets, and charitable events as promotional channels. It also uses to a
large extent promotional discounts and offers such as buy one get one.
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Also offer Bumper Prices on purchases of certain amount of goods, on purchasing of 10,000
nomination for lucky draw of Bike.
Database Marketing:
Each and every marketing transaction will be recorded in our automatic database system which is so
called EDI. From this system we could easily understand our customers’ purchasing trends of
different products.
Sales Strategies:
We will maintain the following sales strategies:
1. Direct sales which will help us to reduce our costs.
2. Online selling will be an economical and convenient option too.
3. Mobile marketing can be a very convenient option as it has been so popular electronic media at
present.
Sales Incentives:
The following sales incentives can be taken besides the sales strategies:
1. We will not charge for any kind of additional services we would provide.
2. We will give rebate to the customers who will purchase in bulk.
Advertising Strategies:
Various types of advertising can be given in order to promote our product to both potential
customers and other elements of macro environment. These are:
1. Traditional Media:
Traditional media electronic and printing media for example; newspaper, article, journal, bill
board etc.
2. Modern Media:
Advertising has entered into a new era of media such as blogs on facebook, ads on Bdjobs,
Cellbazaar & other popular sites of Pakistani context etc.
Public Relations:
1. Online Presence:
By social networks for example; Facebook, Whatsapp etc.
2. Events:
Social awareness programs like health, safety, and environment launching of new products and
services.
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Networking:
We will be the member of “Association of super store industry in Pakistan”. This will help us to
network with other related company.
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1. 24/7 online service will be provided by which customer can have their expected product direct
to home.
2. 5% discount will be held on the loyal customer.
3. Instant medical service will be ensured if anyone gets ill at our floor.
4. There will be space for children to play while parents could easily do their shopping.
5. Taking order for any foreign product by any customer which is not available here.
In-House Responsibilities:
There are a few in-house responsibilities to perform. These are,
1. We will maintain a friendly relation among our employees and with our customers.
2. We will make sure that our sales floor will be completely germs and pollution free and any kind
pollution like smoking is prohibited inside.
3. CCTV camera will be set for the outlet manager to conduct the whole sales floor easily whether
any kind of problems like corruption or misleading is happening or not.
Out-Sourced Functions:
Various out-sourced functions will be taken to attract the customer and make them aware of it.
These are,
1. Advertising in Prevailing TV Channels:
As most number of people watches TV so it is the best way to make people know about us via
existing Pakistani TV channels.
2. FM Radio:
Now-a-days, FM is also an important media that we can also use for out-sourced functions.
3. Newspaper, Journals, Articles:
These are also important media for advertisement.
4. Leaflet:
We will give our introduction to the public via leaflet.
5. Relation with Public Organization:
We will obviously try to make relations with many existing public organization such as FBR, Tax
& Commission etc. to get further help in many different situation.
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Questionnaire
1. Give us brief introduction of your business?
10. Do you sell your products to other distribution network / channels or other retail store?
22. Do you charge your vendors for packing their products on prime location?
25. How do you cater large no. of customers especially before ramdan, eid and beginning of months
etc.
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