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SHINER Pakistan limited company

SHINER
Prepared for

Marketing Management

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SHINER Pakistan limited company

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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SHINER Pakistan limited company


DEDICATION
DEDICATED TO OUR LOVING PARENTS & TEACHERS ESPECIALLY Sir Syed Ali
Raza Noor
AND
OUR FRIENDS/CLASS FELLOWS.

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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TABLE OF CONTENTS
Table of Contents
1.

Introduction ........................................................................................................................................... 6

1.1.

Companys Mission Statement ......................................................................................................... 6

1.2.

Companys Vision Statement............................................................................................................ 6

1.3.

COMPANY'S PUNCH LINE: .......................................................................................................... 7

3.

Product features .................................................................................................................................... 7

4.

CURRENT MARKET SITUATION .................................................................................................... 8

5.

Market segmentation:............................................................................................................................ 8

6.

MARKET DESCRIPTION ................................................................................................................... 8

7.

Distributors REVIEW ........................................................................................................................... 9

8.

SWOT ANALYSIS ............................................................................................................................ 10

8.1.

Strengths: ........................................................................................................................................ 10

8.2.

Weakness: ....................................................................................................................................... 10

8.3.

Opportunities: ................................................................................................................................. 11

8.4.

Threats: ........................................................................................................................................... 11

9.

OBJECTIVES & ISSUES ................................................................................................................... 12

9.1.

First Year Objective: ....................................................................................................................... 12

9.2.

Second Year Objectives: ................................................................................................................. 12

10.

Issues ............................................................................................................................................... 12

11.

MARKETNG STRATEGY .................................................................................................................... 13

11.1.

Positioning Strategies: ................................................................................................................ 13

11.2.

MARKETING MIX .................................................................................................................... 13

11.3.

Product/service Strategy ............................................................................................................. 13

11.4.

Product/service avalibility: ......................................................................................................... 14

11.5.

Brand name: ................................................................................................................................ 14

11.6.

Quality: ....................................................................................................................................... 14

11.7.

Design: ........................................................................................................................................ 14

11.8.

Pricing Strategies: ....................................................................................................................... 15

11.9.

Amounts are in Pak Rupees: ....................................................................................................... 15

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Communication Strategies: ...................................................................................................................... 16
Promotion: .................................................................................................................................................. 16
Criteria for Promotion: ................................................................................................................................ 16
Main Sources of Promotion: ....................................................................................................................... 16
1.

Action Programs: ................................................................................................................................ 18

2.

Budgetting:.......................................................................................................................................... 19

a.

Electronic media: ................................................................................................................................ 19

b.

Print Media: ........................................................................................................................................ 19

c.

CablE operators:.................................................................................................................................. 20

d.

Billboards: ........................................................................................................................................... 20

e.

Skins advert:........................................................................................................................................ 20

Expected Revenue ..................................................................................................................................... 21


a.

On television: ...................................................................................................................................... 21

b.

On News Paper: .................................................................................................................................. 21

c.

On CablE:............................................................................................................................................ 22

d.

On Billboard: ...................................................................................................................................... 22

e.

On skins .............................................................................................................................................. 23

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1. INTRODUCTION

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.

COMPANYS MISSION STATEMENT

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.

COMPANYS VISION STATEMENT

To be a global leader in the Electronic industry, dedicated to provide high technology


products with the highest standard of quality and price and a role model for all electronic
providers
There is a strong emphasis on Research and Design in the new organization together with a
willingness to collaborate with other companies to bring advantaged products to the market.

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1.3.

COMPANY'S PUNCH LINE:

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.

2. THE FRUITO BUSINESS IN ISLAMABAD

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

Support 18pcs of charging tips at the same time

Coin acceptor for various countries currency and the charging fee can be set easily

Automatic shoe shine polishing

Charging voltage: DC 3.3V-8V according to standard voltage of mobile phones

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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4. CURRENT MARKET SITUATION

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:

The customer of the SHINER consists of following:

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. SWOT ANALYSIS

8.1.

STRENGTHS:

Updated technology plant

New range of shoe shiner and polish

Quality service

Specialists available for specialized jobs and tasks

Very experienced staff to its credit

Medical insurance of employees

Pakistani made

Targeted to all class people.

Reasonable price

International standard service

8.2.

WEAKNESS:

New industry

small network

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8.3.

OPPORTUNITIES:

Increase the network.

Pursue the newer technology & techniques.

Market is very big & attractive.

Can provide advertisement facilities to other firms

Gain control of more than 50% of the market share.

Increased demand of high quality service due to Islamabad being a developed city.

8.4.

THREATS:

Political instability.

No political affiliation

lack of production

new entrance in new business

retaining consumers

Economic instability.

Increases of general sales tax

Increase in prices of electricity (increase in manufacturing overheads, hence decreasing


profit margin unless prices are increased)

Imposition of heavy taxes on import of machinery

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9. OBJECTIVES & ISSUES
Objective and Goals must be smart for the purpose of marketing plan as we know SMART
means specific, measurable, attainable, realistic and timely

Growth in all regions.

Satisfy our customer.

Provide high quality service.

9.1.

FIRST YEAR OBJECTIVE:

The objectives are

To earn a good reputation and create a good image of the company.

Generate 60% brand awareness with in the consumers target market.

9.2.

SECOND YEAR OBJECTIVES:

Increase the advertisement.

Profit maximization

10.

ISSUES

Following are the issues that SHINER is facing:


In relation to the service launch our major issue is the ability to establish a well-regarded brand
name linked to a meaningful positioning. We must heavily invest in market to create an image of
our company and our brand. We also need to measure the awareness and response from the
customer about our service. So we can adjust our marketing efforts.

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11.

MARKETNG STRATEGY

The market strategy is based on positioning of the service in the mind of consumers.

Providing high quality service to the customers.

Targeting upper-end income as the end customers.

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

Develop the long-term relationship with the customers

Give values to the customers to delighting them

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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11.4.

Product/service avalibility:

We will give service in the following places:

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:

Implementing high quality standards

Total quality management

Acquisition of the high quality raw materials

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.

AMOUNTS ARE IN PAK RUPEES:

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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Communication Strategies:

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

MAIN SOURCES OF PROMOTION:

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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SURVEY
We

have

conducted

survey from

our

university

students

about

our

product.

Results of the survey


90% of the university students are in the age range of 20-24.
96% students buy a drink for them daily.
88% students prefer the 250ml quantity bottle.
Most preferred flavors are
Apple

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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2. BUDGETTING:

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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C. CABLE OPERATORS:
Advertisement will play only at Ten Sports and on Star plus in evening from 6 to 12 pm because
viewer ship of these channels are more as compare to others. For the purpose of this company
decides to spend Rs. 100,000. In this budget 4 cable operators with maximum coverage in
Islamabad city will play add on the above-mentioned channels in routine for 2 months.

Main cable operators


Blue area to Karachi company
Food Street to commercial market
100000*2= 2 lacs/2= 1lac

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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Expected Revenue
Total population of Islamabad = 7500000

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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E. ON SKINS
Expenditure: 16000/Total readership = 300000
25% of Readership viewed our ad= 300000*25 /100 = 75000
10% of Readership tried our product =75000 * 10 / 100 =7500
10% of tried became our average customer = 7500*10/100 = 750
On 1 unit sold we get profit = 2.60/On 13000 units we get = 750*2.60 =1950/For 30 days = 1950* 30 =5830/Revenue = 37507.5/-

Total revenue: 2287957.5/Only total expenditure: 1552000/2287957.5- 1552000 =735957.5/Promotion Strategy


"Push or Pull"?
Marketing theory distinguishes between two main kinds of promotional strategy - "push" and
"pull"
Push:
A push promotional strategy makes use of a company's sales force and trade promotion
activities to create consumer demand for a product. The FRUITO promotes the product to
wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers.

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For example FRUITO promotes their products via retailers. Personal selling and trade
promotions are often the most effective promotional tools for companies such as FRUITO. For
example offering subsidies on the Different flavors of water to encourage retailers to sell higher
volumes. A "push" strategy tries to sell directly to the consumer, bypassing other distribution
channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer
promotions and advertising are the most likely promotional tools.
Pull:
A pull selling strategy is one that requires high spending on advertising and consumer
promotion to build up consumer demand for a product. If the strategy is successful, consumers
will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers
will ask the producers.
Controls:
This is the main and last element of the marketing planning by using this we can check our
product standard by comparing It with our standards if there is any problem arrive in marketing
plan the it must be corrected.
Three main functions are performed under this element of planning that is:

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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Comparing:
In controlling process we compare our product with our standards.
Correcting:
If any problem occurs then correcting process will take place in which we found that from where
the problem will arises.

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CONCLUSION
Flavored water has become popular in Europe. Due to a new idea that provides you taste in water
now no one can say that water is taste less. Due to Pakistans peoples interest in it. It will make
its position very quickly in the minds. Flavored water is not only water containing fruit taste it
contains minerals and vitamins as well that will make it more popular because it can be used as
energy drink and also will help to remove thrust.

References

www.google.com.pk

www.wikipedia.com

Visited seniors of Iqra University

Visited & permanent teachers

By own thinking

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