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AGILITY MARKETING PLAN

AGILITY MARKETING
PLAN

Agility
Second Floor, Progressive Centre, Block-6, P.E.C.H.S,
Main Shahrah-e-Faisal,
Karachi-75400,
Pakistan
Sindh.
21-111-436-436 & +92-21-4387404
21-4383763
mmalik@agilitylogistics.com

AGILITY MARKETING PLAN

AGILITY MARKETING PLAN

TABLE OF CONTENTS

1. EXECUTIVE SUMMARY..........................................................................................................................................2
2. SITUATION ANALYSIS.............................................................................................................................................4
2.1. MARKET SUMMARY....................................................................................................................................................4
2.2. SWOT SUMMARY......................................................................................................................................................9
2.3. THE COMPANY.........................................................................................................................................................11
2.4. COMPETITION............................................................................................................................................................15
3. MARKETING STRATEGY......................................................................................................................................36
3.1. MISSION:.................................................................................................................................................................36
3.2. FINANCIAL OBJECTIVES..............................................................................................................................................36
3.3. MARKETING OBJECTIVES............................................................................................................................................36
3.4. TARGET MARKET STRATEGY......................................................................................................................................36
3.5. BRANDING................................................................................................................................................................37
3.6. MARKETING MIX......................................................................................................................................................37
4. FINANCIALS.............................................................................................................................................................38
4.1. BREAK-EVEN ANALYSIS:............................................................................................................................................38
4.2. SALES FORECAST......................................................................................................................................................39
4.3. EXPENSE FORECAST:..................................................................................................................................................40
5. CONTROLS................................................................................................................................................................40
5.1. IMPLEMENTATION......................................................................................................................................................40
5.2. KEYS TO SUCCESS.....................................................................................................................................................41
5.3. CONTINGENCY PLANNING:..........................................................................................................................................41
6. APPENDIX: AD SUPPLIMENT.............................................................................................................................43

AGILITY MARKETING PLAN

1. EXECUTIVE SUMMARY
Agility is a global provider of integrated supply chain solutions with more than 20,000
employees, 450 offices in 100 countries around the world and over $4.5 billion in annual
revenue. A publicly traded company, Agility offer Agilitys customers truly personalized
service and flexible solutions tailored to meet their individual business needs, supported by a
comprehensive network of warehousing facilities, transportation and freight management
services.
Agilitys customers span a range of industries from technology and retail to consumer
products and oil and gas. In addition, Agility has three specialized business units: Defense &
Government Services, Project Logistics, and Fairs & Events Logistics, each with dedicated
teams to meet the complex customer requirements in these markets.
As Agility is a new of a mergert of four well known companies TRANSLINK,
TRANSOCEANIC, GEOLOGISTICS, PWC LOGISTICS. So its also a merger of four
experience. But still Agility requires a sophisticated marketing plan to make a name in the
market and acquire customer and increase market share.

AGILITY MARKETING PLAN


Revenue

Over US $ 5 billion

Ranking

Global Top 10 Logistics


Provider

Employees

Over 20000 worldwide

Ownership

Publicly traded

Countries of Operation

Over 100 Countries

Office

Over 450

Vehicles

6000 (Company owned)

Warehouse space

More then 700,000 Square


meter of environmentcontrollers warehousing
More than 800,000 pallet
storage potions.
More than 5,500,000 square
meters of open yard storage

CEO In Pakistan

Mr. Moin Ahmad Malik

AGILITY MARKETING PLAN

2. SITUATION ANALYSIS
Agility has entered their first year of operation. In order to achieve the market penetration,
marketing must become a dominant business activity. Agility offers all their potential customers a
reliable, professional, delivery service that can provide service of freight forwarding, custom
clearance and logistics and supply chain solutions. The basic market need is a reliable service that
can support all needs that a retailer, wholesaler or any firm related to any industry may have.

Target Markets:

Importers

Exporters

Defence and Government

Telecommunication industry

Manufacturing industry

Educational industry

Computer industry

2.1.
Market Summary
Agility possess good information about the market and has excellent information about the
common characteristics of the most prized customers. This information will be used to better
understand who is served, their specific needs, and the best way to communicate with them.

2.1.1. Market Demographics:


The profile for the typical customer consists of the following geographic,
demographic, and behavior factors:

Geographic
The immediate geographic area is Pakistan.
They provide their service in 44 cities and also other cities are in need of delivery
of reliable services.
The total targeted population is 9 million.

Demographics

Companies are mostly from different industries.


All sizes of companies are there who are in need of reliable delivery services.
It supports only business to business transactions.

AGILITY MARKETING PLAN


Behavior Factors

Most of the firms will use a delivery service instead of sending someone.
Have an expectation of faultless, persistent service.
Have an expectation of fast and secure delivery of services.

2.1.2. Market Needs:


When a company wants to open a new market outside or inside its home country,
there is a temporary need for very professional expertise. They need to establish
distribution, evaluate distributors' merits and problems, select and open new channels.
While this is also true of all other manufacturers, we specialize in high technology products
because we have true expertise in this area.
Agility is one of the most rapidly growing logistics companies of the world. Agility
gets this position due to quickly understanding of market need.
Agility found following need of market.

1. Inventory Management:
After a thorough research Agility found that companies need a secure place
to store their consignments. To fulfill this need of storing consignments
Agility provides the facility of warehousing and inventory management.

2. Custom clearance:
Custom clearance occur at two situations, one is import and second is export
Agility studies the situation at port and came to know that custom clearance
is a hassle work for companies to clear their consignments due to complex
structure of rules and regulations. Agility provides the facility of Customs
Clearance using their strong personal relations in customs, which fulfills the
customers needs.

3. Door to Door Delivery:


Every company wants their consignments to be received or to be delivered
to and from their customers at door steps quickly, securely and punctually.
For need of rapidly distribution of goods Agility provide the services with
brand name of Road Freight, Ocean Freight and Air Freight.
2.1.3. Market Trends:
Although the logistics and freight forwarding industry is unorganized and
unstructured but studying other companies we came to know that the market trend for the
industry is a shift from freight forwarding to logistics and supply chain solutions. There has
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AGILITY MARKETING PLAN


been a subtle shift in the logistics industry within the last decade of an increase in freight
forwarding including logistics and supply chain services. There are many possible reasons
for this observance:
Nowadays many companies outsource their supply services and order
management. This has brought a great change in the trends of industry.
Change in the retail and whole sale market like concepts of supermarkets and
stores emerges due to which supply solutions and inventory controlling is needed more
which extends the market for logistics industry.
Market Forecast
40
35
30
25
20

Change in
Market (%)

15
10
5
0

2003

2004

2005

2006

2007

2.1.4. Market Growth:


As Agility is new company so at this stage this is much difficult to calculate the market growth in
percentage. But on facts Agility growing rate is very high as compared to other logistics. At the
time of starting (November 30, 2006) Agility was doing business of Freight forwarding and
Customs Clearance only. But now in March 2007 Agility is a reliable name in the market of
Warehousing, Supply Chain, Road Freight, Ocean Freight, Air Freight etc. showing the
highly growth rate of Agility.

AGILITY MARKETING PLAN


2.1.5. Company Demographics

AGILITY MARKETING PLAN


In Agility there are many workers working over 100 countries. This is not much easy task
to collect exact demographics situation of Agility. Similarly in Pakistan there is also so difficult to
collect exact information about demographic situation. But according a rough estimate the
Agilitys Demographics is as follow:-

Employees Education(Office Work)


Companys Employees
Market Segments

Male

Female

Total

80%
Male

20%
Female

10%
Total

Bachelor
Degree
(%age)
Employees
In Percentage

75%
65%

25%
35%

40%
100%

Master
Degree
(%age) (Pakistan)
Employees
In Quantity

85%
2900

15%
1600

50%
4500

Employees In Quantity (Karachi)

350

150

500

Female

Total

Less
than
Bachelor Degree (%age)
Market
Segments

Employees In Marketing Department (Karachi)

Employees Age
Employees Education(Field Work)
Market Segments

Male

Market
Segments
Employeess
Age Under 30 Years (%age)

Male
80%

Female
20%

Total
70%

Less
than Bachelor
Degree31-50
(%age)
Employeess
Age Between
(%age)

90%
75%

10%
25%

35%
28%

Bachelor Degree (%age)


Employeess Age Over 50 Years (%age)
Master Degree (%age)

99%
100%
100%

1%
0%
0%

35%
2%
30%

2.1.6. Company Geographic

Market s Share
Geography

AGILITY MARKETING PLAN


35% Asian countries
35% European countries
25% U.S. countries.
5% Other countries

2.2. SWOT Summary


2.2.1. Strengths
1. Cost affecting solution
2. Punctuality in delivery of service.
3. Time to Time Tracking Facility
4. Experts
5. Trained Workers
6. Locate in area where almost the offices of all the companies exists.
7. Merger of four logistics tycoons is the merger of four companies
experience which strengthens Agility.

Customer Focus
Agility Know that all business starts with the customer. By listening, servicing and
providing logistics solutions on global and local scales, which make their lives and
businesses successful Agility will reach Agilitys goals.

Service Quality
Agilitys Service defines the customer experience. Agilitys business depends on
providing world class service on all levels. This is a force within Agilitys company
that will make us succeed beyond Agilitys customers expectations.

Can Do Spirit

AGILITY MARKETING PLAN


Agility Deliver what Agility promise because Agilitys people have a can do spirit.
Agility get things done for Agilitys customers locally, globally and Agility do it
consistently

Entrepreneurial Orientation
Agility Seek opportunities to grow Agilitys business, to grow with Agilitys
customers, and to build careers for Agilitys employees. Agilitys entrepreneurial
spirit is what drives Agilitys company forward in the future.

Profit Minded
Agility Drive for the best bottom line results. Agility know that strong financial results
are the foundation for the goals for Agilitys customers and Agilitys employees.

Teamwork
Teamwork creates innovation, efficiency and satisfaction that even smart, independent
individuals cannot achieve on their own. Teamwork means leveraging each others
strengths to create authentic poAgilityr. Together Agility will be successful.

Integrity
Agility act with the highest level of integrity in all interactions with Agilitys
customers, Agilitys service partners and Agilitys colleagues. This behavior will
make us a preferred company to do business with.

2.2.2. Weaknesses

10

1.

Less details on website

2.

Less people in marketing department

3.

Less budget for marketing.

4.

Small size of freight transport.

AGILITY MARKETING PLAN


2.2.3. Opportunities
1.

Through competitive Supply chain solutions capture the markets.

2.

Now Gawadar Port has started operating, so its an opportunity for


Agility to get advantage of it.

2.2.4. Threats
1. Rates of competitors services
2. Air lines
3. Personal relations
4. Customer extortion.
5. The name Agility is new in the market and the names of its competitors
are quite older which is also a threat.
6. Some competitors products are threat to Agility because they provide
different types of sub products of a product.
7. Speedex has its own transport and large number of air fleet as well which
is a threat for Agility.

2.3. The Company

History:-

Agility has been supplying leading logistics solutions, in one form or another, for over 150
years. Below are some of the red-letter dates in Agilitys rich history.

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AGILITY MARKETING PLAN


Messrs. Lang staff and Ehrenberg established a partnership in Le Havre. The first
forwarding operations began from 8 Upper St. Martins lane, London. Mr. Pollack joined in
1886 .

The fledgling company begins trading under the LEP acronym on 1886.

In 2000, LEP, one of the most historic names in logistics, was reborn as Geologistics and
assumed a strategy of expansion

In November 2006, Geologistics, was reborn as Geologistics and assumed a strategy of


expansion

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AGILITY MARKETING PLAN

About Agility

Agility is a global provider of integrated supply chain solutions with more than 20,000
employees, 450 offices in 100 countries around the world and over $4.5 billion in annual
revenue. A publicly traded company, Agility offer Agilitys customers truly personalized
service and flexible solutions tailored to meet their individual business needs, supported by a
comprehensive network of warehousing facilities, transportation and freight management
services.
Agilitys customers span a range of industries from technology and retail to consumer
products and oil and gas. In addition, Agility has three specialized business units: Defense &
Government Services, Project Logistics, and Fairs & Events Logistics, each with dedicated
teams to meet the complex customer requirements in these markets.

Agility As A Freight Marketer:

Agility is an international freight management and logistics company. With the completion of
the Agility and PWC Logistics merger, the combined enterprise is one of the Top 10 global
logistics providers.
The enterprise offers a global network of over 450 locations in more than 100 countries with
over 12,000 employees. Based in Santa Ana, California, Agility maintains strong operations
throughout the Americas, Asia Pacific, Europe, the Middle East and Africa. Agility combines
more than 150 years of history with the latest technology and practices to meet Agilitys
customers needs.
With over 50 years of service in the Asia Pacific region, Agility rank among the Top 10 of all
international freight management and logistics providers, and are among the Top 5 serving the
fast-growing countries. In China, Agility are one of a few companies which have been
awarded the coveted Class A license. This privilege allows Agility to operate as a freight
forwarder directly rather than by proxy.
Agility offer highly integrated logistics solutions in the Middle East, and in Europe Agility are
a significant player in all key markets. Agility is also among the leaders in pan-European
overland business, particularly in the fast growing Eastern European markets.

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AGILITY MARKETING PLAN


Agilitys Americas operation is recognized for its strong niche specialist services, including
Retail and Technology/Consumer Electronics, Leisure and other major industry solutions.
Agility offer Agilitys customers a broad range of freight management and customized
logistics solutions. Agilitys services are backed by an extensive global network, a team of
local experts and a sophisticated customer information portal, GeoVista. With experienced and
dedicated team members, Agility meets Agilitys customers individual logistics needs at both
the local and global levels.
Agilitys mission is to create satisfied, loyal customers by offering value-creating freight
management and logistics solutions, each delivered with a personalized approach, an ease of
doing business and a global expertise that simplifies an increasingly complex global
marketplace.
Agility Logistics for the Real World
Agility creates satisfied, loyal customers by offering value-creating freight management and
logistics solutions delivered with a personalized approach, an ease of doing business, and a
global expertise that simplifies an increasingly complex marketplace. Agility will do this
through

Delivering world class service quality


Offering global solutions with local expertise
Building long-term customer, partner and employee relationships
Sharing Agilitys knowledge as a team
Seeking valuable and profitable business approaches

2.3.1. Mission
Agilitys mission is to exceed the highest service expectations of Agilitys customers by tailoring,
implementing, and managing unique relocation programs that consistently deliver excellent
transferee evaluation results and match the business and financial objectives of corporate clients.

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AGILITY MARKETING PLAN

2.4. Competition
2.4.1. Direct Competition

Competitors
Direct competitors are the name-brand consulting firms and smaller consulting firms. These
are competing offerings of similar services, presumably possibilities that come up in
discussions as our target market looks at way to add expertise before building programs to
reach new markets.

1. XL
2. Raaziq
3. TCS
4. Courier line
5. Courier Express

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AGILITY MARKETING PLAN

1. RAAZIQ
About RAAZIQ:Raaziq Int'l is one of the leading freight forwarding companies in Pakistan having 9 branch
offices throughout the country. There is also an office in Afghanistan. Our overseas agent is
panalpina which is also leading company in the world. Our skilled sales persons are always
ready to help u out if called a meeting

Company Profile:-

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Company Name:

Raaziq Int'l

Country/Territory:

Pakistan

Address:

27d-1 Sir Side Rd Gulberiii Lahore, Punjab, Pakistan

Products/Services We Offer:

Intermediary Service,

Business Type:

Agent

Industry Focus:

Brokerage, Intermediary Service , Cargo & Storage ,


Commercial Service , Market Research ,

Geographic Markets:

Southeast Asia

No. of Employees:

501 - 1000 People

Annual Sales Range (USD):

US$2.5 Million - US$5 Million

Certificates:

1977

Year Established:

1975

AGILITY MARKETING PLAN


Legal Representative/CEO:

M.Nadeem Khan

Contact Information:-

17

Contact Person:

Mr. Shahbaz Ali

Job Title:

Sales

Department:

Overseas

Address:

27d-1 Sir Side Rd Gulberiii Lahore, Lahore, Punjab, Pakistan

Zip/Postal Code:

54000

Telephone:

0092-042-5879716

Fax:

0092-42-5879716

Mobile Phone:

0092423004309278

Website:

http://raaziq.com.pk

AGILITY MARKETING PLAN

2. TCS

About TCS:Ever since its inception in 1983, TCS Pakistan has continued to lead, the courier and logistics
service industry in Pakistan through innovation, pioneering spirit, commitment and passion.
Starting with just 25 shipments, the TCS Express saga now spans five continents. TCS with its
international look now caters South Asia with over 2000 locations in Pakistan. TCS Pakistan has
also largely helped redefine the very path and direction for the entire industry.

Purpose:To continually strive to achieve excellence - both on and off the job.

Vision Statement:"TCS will be recognized and respected as professional, innovative, profitable information, and
knowledge based logistics/services enterprise. TCS embeds internet based technologies into its
internal operating structures and as business solutions for customers; with customer, employee
and shareholder interests at the core of its operations; demonstrating a clear concern for ethical
conduct and good corporate citizenship; with the objective of growing into a regional and global
player, with emphasis on the Middle East, Europe and North America".

Mission Statement:"To direct all our organizational efforts at building upon the existing organizational strengths and
brand recognition to achieve enhanced levels of profitable growth in the core business, and
diversify into new areas that compliment and supplement the core business, with the
diversification aimed at achieving excellence and industry leader status in the new areas. The
TCS People will however be encouraged to be open to unconventional ideas and services and
recognize new trends at very early stages".
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AGILITY MARKETING PLAN

Services:No matter what your express courier service need TCS can handle it for you with our wide range
of options.
1.

International Express Services


i.

Red Box

ii.

Students Express

iii.

UAE Express

iv.

International Document & Parcel Express Delivery

2.

Domestic Express Services

3.

Domestic Trucking Services

Brands:1. Octara
2. Intiana
3. Visatrond
4. Sentiments

5. Flying Ware house

3. COURIER EXPRESS
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AGILITY MARKETING PLAN

About:
Established in Birmingham (UK) in 1985 the range of services we can provide has developed
from recognizing and servicing our customer's requirements. Whatever transport solution you are
seeking please take time to look at the varied and diverse services we can provide on the
transport, warehouse and logistics pages of our web site.

Transport Operation:
Our traffic office is open from 04:00 hours Monday to 12:30 Saturday. Transport requirements
over weekends can be booked directly with our traffic controller on call. 24 hour operation
ensures that consignments are monitored throughout their time in transit.
Our experienced traffic controllers work as a team with the aid of a networked computer
system and direct vehicle communications enabling us to undertake hundreds of daily
collections and deliveries throughout the UK and Europe. Real time information is vital to
Cargo Express and to our customers, as production schedules may have to change as a result of
a delayed delivery.

Statement of Quality:
There is no more important goal for each individual employee than the achievement of
consistently high standards of service to our customers. The pursuit of excellence is not an
option for us but more of a business necessity.

Brand:
1. Warehouse Management
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AGILITY MARKETING PLAN


2. Supply Chain Management
3. Distribution

1. Warehouse Management
Operating from their strategically located warehouse in Birmingham their storage facilities
include:

Pick and Pack


Pallet Racking and open floor storage
24 hr handling
Management of Stock Inventory
Stock control
Pallet/Parcel Scales
Vehicle
Weighbridge
On site Security / CCTV

They can offer global manufacturers an ability to provide their UK based clients a JIT (Just in
time) facility. This is an ideal solution providing local representation without incurring the
financial costs associated with setting up a dedicated facility of your own. They can offer

Conference Facility
Offices
Full telecoms with high speed data connections.
Secretarial and administrative services

2. Supply Chain Management


Whether locally, nationally or globally they can manage supply chains to accelerate product
movement. This not only allows them to reduce costs.
Your supply chain can be managed partially or completely. They often find they customers use
them on and limited basis and as their confidence grows in our abilities their responsibilities
are broadened.
Their dedication to add value to the services they provide will make this a natural process.

3. Distribution

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Same Day Deliveries

AGILITY MARKETING PLAN


Not usually demanding the same level of high dependency as an express courier service,
they are able to provide a competitive same day delivery service on all sizes of vehicles
throughout the UK and many parts of Western Europe.

Next Day/Three Day Deliveries

They deliver hundreds of consignments daily through our next day and three day services.
They do not use a hub or delivery depot network and maintain the same level of control as
provided in their same day services.

Non-Standard Goods

They welcome consignments of odd shapes and sizes that many pallet networks either
cannot handle or levy very high charges. Because they deliver in dedicated vehicles, the
likelihood of damage is very much reduced.

Customers
Indirect competition is everywhere. Its strongest and most important form is the decision to
stay in-house and manage market entry with existing marketing teams. From there it goes into
horizontal marketing consulting, distributors offering cross-market options, and many other
possibilities.
Indirectly all the customers are our competitors. As if they produce that good themselves or use
any other company instead of AGILITY then they become our competitors. So our indirect
competitors (Customers) are as follow:-

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AGILITY MARKETING PLAN


1.

Uni Lever

2.

PNG

3.

Mobilink

4.

ABN

5.

ICA Tel

6.

UCH Power

7.

Merc

8.

Honda

9.

Indus Motor

1. UNILEVER

Unilever Pakistan records strong sales and market share increases in 2006:-

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AGILITY MARKETING PLAN


2006 turnover grew an impressive 18.8% against 11% in 2005. Sharper focus and increased
resource allocation in marketing and customer management have been the drivers behind this
growth.
Home and Personal Care Business along with the Frozen Dessert and Ice Cream Business
delivered significant sales and profit increases. Beverage profitability however was severely
impacted by the cost of tea leaf arising from the drought in Kenya and the company was unable
to pass the full impact on to the consumer. This restricted the overall profit growth
to 2.6% for the full year.

Brands:

Lipton
Knor
Rexonna
Sunsilk
Surf excel
Pound
Amora
Dove
Comfort
Lifebuoy
Closeup
Fair & Lovely
Bluebrand

Earnings per Share:Earnings per share are Rs 124 for the 12 month period ended December 31, 2006
(2005: Rs120).
December

December

2006

2005

------Rupees in Millions------

Sales-Net

24

20,988

17,671

AGILITY MARKETING PLAN

25

Less: Cost of Sales

13,110

10,817

Gross Profit

7,878

6,854

Less: Distribution, Admin & Other


Operating Expenses

5,410

4,483

Add: Other Operating Income

203

188

2,671

2,559

Less: Restructuring Costs

110

Profit from Operations

2,561

2,559

Less: Finance Costs

64

77

Profit before Taxation

2,497

2,482

Less:
Taxation

853

880

Profit after Tax

1,644

1,602

EPS- basic (Rupees)

124

120

AGILITY MARKETING PLAN


Final Dividend: In view of the financial results for the year January to December 2006, the Directors have
recommended a Final Dividend of Rs.57 per ordinary share of Rs 50. Together with the Interim
Dividend of Rs.65 already paid the total distribution for the year 2006 amounts to Rs.122 per
share.
CLOSURE OF SHARE TRANSFER BOOKS

The Share Transfer Books of the Company will be closed from 22 February 2007 to 28
February 2007 (both days inclusive), and will re-open on 1st March 2007.

2. MOBILINK

Slogan:
26

Reshaping Lives

AGILITY MARKETING PLAN


Hum Bolan Muhabat Ki Zaban

(IN URDU)

We Speak The Language Of Love

(IN ENGLIS)

About Mobilink:Pakistan Mobile Communications Limited, better known as Mobilink GSM, is a


telecommunication service provider in Pakistan. According to Mobilink's official statistics,
Mobilink had over 22 million customers at the end of December 2006. Mobilink's Head
office is located in Kulsum Plaza, Blue Area Islamabad
Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by
MOTOROLA Inc., later it was sold to ORASCOM, an Egypt-based multi-national company.
Mobilink's corporate postpaid package is sold under the brand name "Indigo" and prepaid by
the name of "Jazz".

Strategy and Management


Mobilink is led by Zouhair A Khaliq who is the President and the CEO. Mr. Khaliq took over
Mobilink in June 2003. Since then Mobilink has embarked on an aggressive growth strategy.
Mobilink closed 2003 with 2 million customers. In comparison Mobilink closed 2005 with
more than 11 million subscribers. Currently the subscriber base has increased to more than
22 million making Mobilink the largest telecommunication service in Pakistan.

Pakistan Mobile Communications Ltd, Mobilink GSM (PMCL)

Type

27

Private Limited Company

AGILITY MARKETING PLAN

Genre

Subsidiary

Founded

1994

Founder

Motorola USA

Headquarters

Islamabad, Pakistan
42 Kulsum Plaza, Blue Area

Key people

Zouhair Abdul Khaliq, President and CEO

Area served

3500 cities, towns, and villages across Pakistan

Industry

Telecommunication

Products

postpaid Indigo , prepaid JAZZ, Mobilink PCO

Revenue

250.2 million USD (3rd quarter, 2006).

Parent

Orascom Telecom

Owner

Naguib Sawiris

Slogan

reshaping lives

Egypt

But in TV commercials
(Urdu) HUM BOLAN MUHABAT KI ZABAN ,(English) We speak the
language of love
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AGILITY MARKETING PLAN

Website

www.mobilinkgsm.com

Mobilink third Quarter 2006 Results


1. During the third quarter of 2006, Mobilink added over 3 million new customers to
its network.
2. Continuing its aggressive growth rate by adding an average of 1 million customers
per month.
3. By the end of the third quarter Mobilink's total customer base reached 20.2 million
customers.
4. The growth was complimented by a similar growth in network resources.
5. During the quarter Mobilink added 9 new switches and more than 509 cell sites.
6. By the end of the quarter the total network infrastructure consisted of approximately
4,860 cell sites and 45 switches providing coverage in more than 1,200 cities towns and
villages across the country.
7. In July the Pakistan Telecom Authority proceeded to its yearly resetting of the
interconnect tariffs by reducing it from 1.6 Rupees to 1.25 Rupees.

3. ABN
Slogon : Making More

Possible

About ABN AMRO :ABN AMRO is one of the largest banks in the Netherlands and has operations all over the
world, its history going back to 1824.
It is the result of the merger in 1991 of Algemene Bank Nederland (ABN) and the
Amsterdamsche-Rotterdamsche Bank (AMRO).
ABN AMRO Holding N.V. is the name of the holding company, which is listed on Euronext
Amsterdam as part of the AEX index and the New York Stock Exchange, among other
exchanges. Its main subsidiary is ABN AMRO Bank N.V.

ABN AMRO Holding N.V.


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AGILITY MARKETING PLAN

Type

Public (Euronext: AAB, NYSE: ABN)

Founded

1991

Headquarters

Amsterdam,The Netherlands

Key people

Rijkman Groenink, CEO

Industry

Financial services

Products

Asset management
Commercial banking
Investment banking
Private banking

Revenue

19.827 billion (2005)

Employees

98,000

Slogan

Making more possible

Website

www.abnamro.com

30

AGILITY MARKETING PLAN

4. HONDA
Slogon : Honda's official slogan is The Power of Dreams.
About Honda:
Honda, is a Japanese engine manufacturer and engineering corporation. The company is
perhaps most notable for its automobiles and motorcycles but it also produces a long list of
other products: trucks, scooters, robots, jets and jet engines, ATV, water craft, electrical
generators, marine engines, lawn and garden equipment, and aeronautical and other mobile
technologies. Honda's high-end line of cars are branded Acura in North America and China.
More recently they have ventured into the world of mountain bikes, producing the very first
bike to use an internal gear changing system in the Honda RN-01 G-cross.
With more than 14 million internal combustion engines built each year, Honda is the largest
engine-maker in the world. In 2004, the company began to produce diesel motors, which
were very quiet whilst not requiring particulate filters to pass pollution standards. It is
arguable, however, that the foundation of Honda's success is the motorcycle division.
31

AGILITY MARKETING PLAN


Honda is headquartered in Tokyo. Their shares trade on the Tokyo Stock Exchange and the
New York Stock Exchange, as well as exchanges in Osaka, Nagoya, Sapporo, Kyoto,
Fukuoka, London, Paris and Switzerland. American Honda Motor Co., is based in Torrance,
California. Honda Canada Inc. is headquartered in the Scarborough district of Toronto,
Ontario, and is building new corporate headquarters in Richmond Hill, Ontario, scheduled to
relocate in 2008. Honda of Canada Manufacturing is based in Alliston, Ontario. Honda has
also created many joint ventures around the world, such as Honda Siel Cars India Ltd , Hero
Honda Motorcyles India Ltd, Dongfeng Honda Automobile Company in China and Honda
Atlas Cars Pakistan.

Brand
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

Honda Automobiles
Acura Automobiles
ATVs
Engines
HondaJet
Generators
Lawn & Garden
Motorcycles
Outboard Motors
Personal Watercraft
Water Pumps
Scooters
Snowblowers

Marketing
In 2003, Honda released its Cog advertisement in the UK and on the Internet. To make the
ad, the engineers at Honda constructed a Rube Goldberg Machine made entirely out of car
parts from the Honda Accord. To the despair of the engineers at Honda, all the parts were
taken from 2 of only 6 hand assembled pre-production models of the Accord. The ad
depicted a single cog which sets off a chain of events that ends with the Honda Accord
32

AGILITY MARKETING PLAN


moving and Garrison Keillor speaking the tagline, "Isn't it nice when things just... work?" It
took 606 takes to get it perfect.
In 2004, they produced the Hate Something advert, which is still shown on British television
now, usually immediately followed by a shortened version of the 2005/2006 Impossible
Dream advert.
In 2006, Honda released its Choir advertisement, for the UK and the internet. This featured a
60-person choir who sang the car noises as film of the Honda Civic are shown.
There is also a 2006 advertisement for Honda in general (not a specific product) where an
impressively mustachioed man in racing leathers starts traveling on a motorcycle, then a car,
then a powerboat, then goes over a waterfall only to reappear piloting a hot air balloon, with
Garrison Keillor saying "I couldn't have put it better myself" as the song ends. One version of
this is around two minutes long. The soundtrack is "The Impossible Dream" from the musical
"Man Of La Mancha", sung by Andy Williams.
In Australia, Honda advertised heavily during most motor racing telecasts, and were the
official sponsor of the 2006 FIA Formula 1 telecast on broadcaster channel "Ten". In fact,
they were the only manufacturer involved in the 2006 Indy Racing League season. But in a
series of adverts promoting the history of Honda's racing heritage, Honda falsely claimed that
Honda "built cars that won 72 Formula 1 Grand Prix" when in fact the bulk of those victories
were claimed by Honda powered (engined) machines, with cars themselves designed and
built by Lotus F1, Williams F1 and McLaren F1 teams respectively (see Honda F1).
Several commercials throughout 2006 have also featured an animated character known
simply as Mr. Opportunity. The casual looking man talks about various deals offered by
Honda and ends with the phrase "I'm Mr. Opportunity, and I'm knockin'." Also, commercials
for Honda's international minivan, the Jazz, are parodies of well-known pop culture images
such as Tetris and Thomas The Tank Engine.
As part of their marketing campaign, Honda is an official partner and sponsor of Major
League Soccer.
In Late 2006 Honda released an ad with ASIMO exploring a museum, looking at the exhibits
with almost child-like wonderment (spreading out its arms in the aerospace exhibit, waving
hello to an astronaut suit that resembles him, etc.), while Garrison Keillor ruminates on
progress. It concludes with the tagline: "More forwards please".

33

AGILITY MARKETING PLAN

5. INDUS MOTORS
About Indus

Motors:-

Indus Motor Company (IMC) is a joint venture between the House of Habib , Toyota Motor
Corporation Japan (TMC) , and Toyota Tsusho Corporation Japan (TTC) for assembling,
progressive manufacturing and marketing of Toyota vehicles in Pakistan since July 01, 1990.
IMC is engaged in sole distributorship of Toyota and Daihatsu Motor Company Ltd. vehicles
in Pakistan through its dealership network.
The company was incorporated in Pakistan as a public limited company in December 1989 and
started commercial production in May 1993. The shares of company are quoted on the stock
exchanges of Pakistan. Toyota Motor Corporation and Toyota Tsusho Corporation have 25 %
stake in the company equity. The majority shareholder is the House of Habib.
IMC's production facilities are located at Port Bin Qasim Industrial Zone near Karachi in an
area measuring over 105 acres.
Indus Motor company's plant is the only manufacturing site in the world where both Toyota
and Daihatsu brands are being manufactured.
Heavy investment was made to build its production facilities based on state of art technologies.
To ensure highest level of productivity world-renowned Toyota Production Systems are
implemented.
IMC's Product line includes 6 variants of the newly introduced Toyota Corolla, Toyota Hilux
Single Cabin 4x2 and 4 versions of Daihatsu Cuore. We also have a wide range of imported
vehicles.

Indus Motor achieves Record Six Monthly Sales - Feb 6, 2007:34

AGILITY MARKETING PLAN


The Board of Directors meeting of Indus Motor Company was held on February 6, 2007 to
review the company's performance for the six months ending December 31, 2006. Indus Motor
has achieved impressive results with record production, sales and profit after tax. The
company's combined production of Toyota and Daihatsu brands for the six months was 22,489
units, an increase of 19% over 18,900 units while sales revenue increased to Rs. 18.4 billion,
up 12% over Rs. 16.4 billion for the same period last year. The after tax profit increased to Rs
1.3 billion, compared to Rs 1.1 billion for the half year 2005, primarily due to increase in sales
volume. The Board of Directors in their meeting have declared an interim dividend @ 50% or
Rs
5
for
the
half
year
ended
December
2006.
In a press statement, the company acknowledged the Government's consultative process with
stakeholders to finalize the long term auto policy, which was recently approved by the ECC.
The new policy should help reduce uncertainty and enable future investment and expansion
plans to be firmed up thus paving way for continued transfer of technology, development of
human resources, increased employment opportunities and provide for greater competitiveness
and contribution to the nation's economic growth on sustainable basis.
The company further emphasized that due to increased capacity by local auto manufacturers,
the gap between demand and domestic car production has been eliminated. It is imperative that
the used cars import policy is now changed so that there is increased self reliance and
indigenization, facilitating our auto industry's integration into the global supply chain. It is in
the national interest and in the interest of our industry and our consumers that the domestic
market
demand
be
met
through
domestic
products.
The company, as a good corporate citizen, continues to contribute towards social causes with
its slogan, "Concern Beyond Cars". In recognition of this effort, the Company was recently
presented the Pakistan Corporate Philanthropy Award for 2004 by the Pakistan Centre for
Philanthropy (PCP).

35

AGILITY MARKETING PLAN

3. Marketing Strategy
3.1.

Mission:

Agilitys mission is to exceed the highest service expectations of Agilitys customers by


tailoring, implementing, and managing unique relocation programs that consistently deliver
excellent transferee evaluation results and match the business and financial objectives of
corporate clients.

3.2. Financial Objectives

Profitability by the end of year one.


Reduce training costs by 2% a quarter through more effective, efficient techniques.
Decrease overhead by 5% a year.

3.3. Marketing Objectives

Increase the number of firms served by 5%.


Increase repeat customers by 7%.
Decrease customer acquisition costs.

3.4. Target Market Strategy


Agility will service wide variety of distinct groups. There is no main group which should
be targeted, all the groups will be targeted more importantly distinctly. Once a firm has
become a satisfied customer, it is likely that they will begin to increase their delivery
needs with Agility. This then becomes a steady, high, frequency, long-term customer.
Firms have constant delivery activity, many firms require pickups many times during each
day. Firms require dependability, and this is one of Agilitys competitive advantages so
the fit is good.

36

AGILITY MARKETING PLAN

3.5. Branding
i.

Road freight

ii.

Supply chain

iii.

Warehousing

3.6. Marketing Mix


Agilitys marketing mix is comprised of the following approaches to pricing, distribution,
advertising and promotion, and customer service.

3.6.1. Distribution:
Agility will use supply chain distribution model using its road freight product as
well as direct to customer distribution model.

3.6.2. Pricing
Tariff
Road Premier
Road Expedited
Road Value

37

Per Kg Price
Rs. 30
Rs. 18
Rs. 10

AGILITY MARKETING PLAN


3.6.3. Promotion and Advertising:
As Agility is a merger of four logistics tycoons, so their customers are already
existed. So first of all they will submit them brochures, calendars and other gift
items to introduce them with the new name AGILITY.
And to attract more and customers they will advertise in newspapers and different
journals and magazines. Also they will give gift items to new cutomers.
A sample of an ad (supplement) is in the Appendix at the end of plan.
Manager: Miss Seema Majid
Advertising
Pen
Mouse Pad
Begs
Helmets
Car Stickers
Voice Mail
Calenders
Agility Website
USB
Advertisement
Brochures
Others

Department: Marketing
End Date
Budget
th
15 Jan 07
Rs 50000
20th Jan 07
Rs 50000
20th Jan 07
Rs. 200000
30th Jan 07
Rs. 300000
5th Feb 07
Rs. 30000
done
Rs. 20000
done
Rs. 800000
done
Rs. 30000
5th Feb 07
Rs. 200000
3rd April 07
Rs. 400000
Done
Rs. 300000
th
20 Feb 07
Rs. 800000

4. Financials
This section will offer a financial overview of Agility as it relates to the marketing activities.
Agility will address break-even analysis, sales forecasts, expenses forecasts, and how they
relate to the marketing strategy.
4.1. Break-even Analysis:
The break-even analysis indicates that $19,082 will be needed in monthly revenue to
achieve the break-even point.
Fixed Costs
Cost
Professional Services
Break-even
Analysis
Payroll
Interest Payments
Monthly
Break-even
Utilities &Revenue
Telephone
Other
38
Assumptions:
Total Fixed Costs
Average Percent Variable Cost
Estimated Monthly Fixed Cost

$4000000
$700000
$2750000
$8570000
$130000
$15000000
$90800000
60%
$2300000

AGILITY MARKETING PLAN

4.2. Sales Forecast


Agility recognizes that it is difficult to displace firm's current service provider and will offer
discount. While this is a hit in terms of profitability, this is only a short-term concern. The longterm gain is securing a long-term customer. Other than this economic incentive, Agiltiy will use
other methods of persuasion when he is speaking with prospective clients and firms. His spiel will
be based on describing Agilitys reliability and their foolproof back up systems.
FY 2008 (billion)
$5.2
$2.5

Total Sales
Direct Cost of Sales

FY 2009 (billion)
$5.9
$2.69

6
5
4
3

Sales

Cost of Sales

1
0
2008

39

2009

2010

FY 2010 (billion)
Over $6
$2.92

AGILITY MARKETING PLAN


4.3.

Expense Forecast:

Marketing Expense Budget


FY 2008(lac)
$7.5
$17
$9
-----------$33.5

Advertisement (Ads)
Gift Items
Other
Total Marketing Expenses

FY 2009
$8.25
$16
$11
-----------$35.25

FY 2010
$9
$14
$13
-----------$36.00

Annual Expense Budget


18
16
14
12
10
8
6
4
2
0

Ads
Gift Items
Others

2008

2009

2010

5. Controls
The purpose of Agility's marketing plan is to serve as a guide for the organization. The
following areas will be monitored as a feedback mechanism:
Revenue: monthly and annual.
Expenses: monthly and annual
Customer satisfaction.
New product development.

5.1. Implementation
The following milestones identify the key marketing programs. It is important to
accomplish each one on time and given budget.

40

AGILITY MARKETING PLAN


MILESTONES PLANS
Milestone

Start Date

End Date

Budget (estimated) (Rs.)

Marketing Plan Completion

1/1/2007

28/4/2007

Advertising campaign#1

1/1/2007

31/3/2007

5 to 6 lacs

Advertising campaign#2

1/4/2007

Ongoing

6 to 6.5 lacs

Personal Networking

1/1/2007

Ongoing

2 to 3 lacs

Professional Networking

1/1/2007

Ongoing

2.5 to 3 lacs

Total

1500000

5.2. Keys to Success


The keys to success are:
Reliability.
Convenience.
Security
Custom service.
5.3.

Contingency Planning:
Difficulties and Risks:
Problems unseating current service providers.
Industry is unorganized, so gathering information about market is quite a
difficult task.
Unforeseen difficulty attracting quality, reliable employees.
The merger of the four companies may create problem.

41

AGILITY MARKETING PLAN


Capturing market with new name is quite a difficult task in the presence of
old giants or competitors.

42

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6. APPENDIX: AD SUPPLIMENT

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