National University OF Modern Languages

Department of Management Sciences

BBA III- Sec B

Submitted to: Ms.Esha Ghani

Submitted by: S.Khalid Ahmad (IO-2765)
Haroon Khan Hamidi (IO-2748)
Ahmad Riaz (IO-2742)
Muhsin Ali (IO-2697)
S.Zohaib Shah (2519)
Naeem Rana (IO-2665)
Dated:

22/May/2012

ACKNOWLEDGEMENTS

By the name of God, Who is most beneficial and most merciful, who
help us in accomplishing this project. Secondly the instructions of
respectable Ms. Esha Ghani are really appreciated and helpful till the
end of this project. And at end thanks to all the team those
contributed enough to make the project done.

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EXECUTIVE SUMMARY
The project applies some basic and fundamental concepts of marketing, to bring a new
product and market it in a new place. Analyze the Environment, do SWOT analysis and
study the Marketing Mix for the new launched product.
G-Watch Tracker is a GPS bracelet totally a new product, manufacturing and
introducing by (Reac-tech) in Pakistan for
the first time.
G-Watch
Tracker
is
a
perfect
combination of GSM communication
technology & GPS positioning technology.
It has portable size, nice figure & high
positioning accuracy with integrated GPS
& GSM module, it provides the costeffective solution for tracking the children,
elder People or those who need monitoring
& safeguard.
Main features and functions:
1. Locate any person wearing it, any where the person is.
2. Can be used in different applications such as: courier service, natural disaster
scenario, child and elder care, family protection, security and communication.
Before entering the target market (Pakistan) the different Environmental factors have
been searched, in macro environment demographic factor told that the major portion of
the economy of the targeted market is the youth, and children, the economical affairs
said to be worst and a low income level is in command in Pakistan and narrated the
scarce resources, at the same time research show that the people are very culture lovers.
In Micro environment the company tried best to prevail laws and norms those are not
harmful for the cultural and religious values of the Pakistani society, the best suppliers
are selected and tried to maintain good and long relations with them, the number of
marketing intermediaries are reduced in order to reach the customers directly and serve
them well without taking any risk but it is not possible to entertain all the customers
alone so some famous partners are selected to market the product such as: Imperial, day
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to day, Chen one, Age stoneat the main time customers are not forgot, because they
are the main concern of the company, so some major steps to serve them have taken like
launching big stores Technology Market in Pakistans 4 big cities (Islamabad,
Lahore, Karachi and Peshawar) to give best services to the customers rather than only
selling, The Public affairs specialists in R&D department are hired to scan the
environment for any new competitor(s) and have eye on the public affairs as well.
The SWOT analysis is done by the specialists in the company to avoid any miss fit
between the company inside and outside.
Although the product is served with a user manual and other supported items, but still
there is an customer care corner in each Technology Market located in 4 big cities,
The dark blue color package that contain all the supporting items and G-Watch tracker
itself is helpful to attract customers, the market price for each G-watch tracker is 9999
PKR, where it is distributed to wholesalers with amount 9500 PKR, that help dealer in
bargaining and discounting, The advertisements for the promotion of the product are
adjusted to be suitable in the Pakistani society and easy to understand and use the
national language of the country, shows and adds are given to some most watching TV
channels.
module
GPS chip
GPS sensitivity
GPS tracking accuracy
GSM tracking accuracy
Speed accuracy
Time accuracy
Working temperature
Humidity
Voltage
Power supply
Standby time

S-911 G-Watch tracker

Latest GPS chip
-159dBm
5~25 meters
100~500 meters
0.1m/s
Synchronous GPS
-20~65 C
5%~95%
Chargeable 500mAh battery
DC5V
over 32 hours (in power save mode)

Table of Contents:

Environment
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Macro Environment
1. Demographic affairs01
2. Economical affairs...01
3. Natural Resources01
4. Culture.02
5. Technology..02
Micro Environment
1. Company.02
2. Suppliers..03
3. Marketing intermediaries04
4. Customers...04
5. Competitors04
6. Public.05

SWOT Analysis
Strength06
Weaknesses.06
Opportunities...07
Threats.07
Marketing Mix
Product07
Product Attributes..07
I- GPS locator07

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II- Voice communication..07

Branding08
Product support service.08
Packaging..09
Pricing...09
Place..09
Promotion..10

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Environment

Macro Environment

1. Demographic affairs:

t is clear from different surveys that the eastern

societies especially India, Pakistan and some other
neighboring countries have suffered from the
increasing population problem and that cause these
societies to own a large number of youngsters, and we know that the new generation is
looking for new innovations and new technologies. They also have the capability to
adjust with new technological items and products, so that is going to be a very good
chance to company to promote and market the product in such society where, there is a
large number of youth.
Company not only triggers the youth but have concern about the other aged people
living in society.
2. Economical affects:
If we act according to target markets (Pakistan) economy we tried our best to charge a
lower price because product should be affordable to Pakistani economy, where most
people have lower incomes rate, and suffer from a bad income distribution system.
3. Natural resources:
Power and electricity: The very important factor in any business is having enough
power and electric energy for production and other company works.
As we know that Pakistan is strongly facing the big problem of power shortage, because
of many governmental and other factors, as company is part of Pakistans economy, off
course company will have the burdens share as well, that will directly affect the cost of
the products.

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In general perspective our company strongly concern the environmental safety and try
best to save and protect our home (environment) from any harm and pollution. For this
reason there is a department of Environment that not only help the environment but
also help the company to be aware of climate and point out different places from where
company easily receive resources and other needed materials.
4. Culture:
It come in the main concerns of the company to avoid any harm to the norms and values
of the Pakistani culture where they operating. Because the Pakistani society is very
sensitive to the cultural norms and values of their society, so company keep in mind to
avoid harm in different affairs of company such as: missions statement, vision speeches,
advertisements, names of products, departments, and etc, as well as in slogan or
messages.
5. Technology:
As company is operating in Pakistan so it has to act according, Company used
machinery that can be used easy and need a low range of power and fuel.
As much the product is concern, according to target market (Pakistan), the technology
of product is simple that every person can use it easily, in detail the product is with
some local languages such as Urdu, Arabic and Pashto that help Pakistani consumers
understands and use technology without facing any problem.

Micro Environment
1. Company:
Reac-tech is in its starting stages, where it want so many tasks to create a good well
and a good image in the market. As company is operating in Pakistan, a Muslim society.
So it is very considered that the Islamic norms and social values wont violate and
harmed by the rules and regulations of company.

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The company also implement a corporate culture inside the organization that help
employees and workers do their jobs easily and learn new things, and finally contribute
in societys development.
2. Suppliers:
Reac-tech triggered some famous and loyal dealers, who help to provide a great
quality and a feasible price to customers, mean while each suppliers of raw materials
and other wanted items are signed in contracts for a specific period of time in order to
avoid shortage of raw materials and others.
3. Marketing intermediaries:
For the marketing purpose of product, company launched 4 special stores Technology
Market in 4 big cities of Pakistan ie: Islamabad, Peshawar, Lahore and Karachi, just
now, and are planning to have their own stores in other cities as well, in order to avoid
marketing intermediaries and serve customers directly, but now company targeted some
famous intermediaries like: Imperial, chen one, day to day, stone age and others to
market the product. The compensatory scheme that convince the intermediaries to place
G-Watch tracker in good and suitable location is that each store owner will granted with
a free G-Watch tracker.
4. Customers:
The first concern of the company is customers, and as mentioned before that many
stores are in plan to attract new customers and sustain good relations to older customers.
The R&D department is busy to study and search the customers after buying G-Watch
tracker, to know the changing choices and new needs of customers.
5. Competitors:
As the product is new, company dont have any competitor at all, and that create a best
opportunity to the company to market G-Watch tracker in a slow and satisfactory
manner, but the company is very sharply looking at the environment if any new
competitor entre the market.
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6. Public:
R&D department contain, public affairs specialists who are scanning the market for any
financial public, media, government, general public, citizen action group, local and
internal public to study their impacts on the operations, good well and production of the
company.

SWOT Analysis

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The companys Strength and weaknesses in the light of Opportunities and Threats are as
follow:

Strength:
Technology that company is using is not easy to copy.
Innovative product.
No competitor in Pakistan.
Best health care product available in affordable price.

Weaknesses:
It works with GPS, so there may be some satellite problems that can be solved
only by the main satellite center.
Ignorance of people in Pakistan regarding price.
The companys good well is not yet strong compare to other near products.

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Privacy problems can be occurred in Pakistan because of unawareness of

technology.

Opportunities:
Grab more market shares.
Not easy for another company to invest huge capital.
Changing in divers market need.
Expand the business to other foreign countries.

Threats:
Other innovative gadgets can replace this product.
GPS is not properly working in all Pakistan.
It is not easy to control the system.

Marketing Mix
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Product
Product Attributes:
I- GPS Locator:
a) Locate lost persons anytime using location now mobile.
b) Courier service application: Courier person can receives new direction by phone call
from the courier dispatch, courier dispatch checks real time position of all drivers.
c) Natural disaster scenario: GPS built in device help evacuation team to locate exact
position of distressed person by indicating and tracking the GPS signals.
d) G-Shock sensor Alert: G-Shock sensor trigger and alert is sent automatically to
predefined emergency number to inform monitoring center dispatch, it is used in
many cases such as: elder care, field trip and etc applications.
e) Family Protection application: One touch speed dial buttons help person to call
immediately to predefined numbers.
f) Security lock band: Its security permanent lock tamper band, alerts when band is cut
or open, using its geo-fence function.
II- Voice Communication:
It is a cell phone for voice communication, with phonebook up to 100 entries.

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Branding:
G-Watch tracker is a GPS bracelet locator totally a new product, manufacturing and
introducing by Reac-tech in Pakistan for the first time.

Product support service:

Package box includes a user manual, a soft ware CD,
charger, hands free, USB cable, warranty card for
one year, a spare battery and two extra bands in
white and pink colors.
Product is packaged with 3 bands: Black, white and
pink. Black and white colors can be used by different
people from different genders, professions and ages.
The pink color can be used by fashion lovers especially females.
The Technology Market stores located in 4 big cities of Pakistan (Islamabad, Lahore,
Karachi and Peshawar) are also customer care centers for the customers which cant use
the product or when a product is not functioning.

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Packaging:
The dark blue color package box, with a shinny look is very helpful to attract customers
easily, which include the product itself and other supported
items.
The picture of G-Watch tracker, name and logo of the company
and product and other related and government compulsory signs
and data is printed on the box.

Pricing:
As G-Watch tracker package box contains many items like: two extra bands, a spare
battery and product itself, so the product bundle price strategy is applied.
The market price for each box is 9999 PKR.
The price for whole seller is 9500 PKR. This price help whole seller in barging and
discounting while dealing with customers.

Place:
Company targeted Pakistan as its market segment or targeted market internationally and
the 4 big cities (Islamabad, Lahore, Peshawar, Karachi) as target market locally for now
and launch stores Technology Market in these 4 cities. The company planned to
launch more stores in many different cities of Pakistan soon. The product is also
available in some good welling shopping centers like: Imperial, chen one, stone age,
day to day.
The location of the Technology Market stores are as follow:
1. Islamabad: Blue Area, 152 chudary plaza. Phone:+92(0)334567501
2. Karachi: Sidson building, preedy street, near regal trade squre, sadar Karachi. Phone:
+92(0)30011131314

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3. Lahore: 175/11, main feroz pur road, Lahore. Phone: +92(0)3456667770

4. Peshawar: Java towers, university town, Peshawar city. Phone:+92(0)3365390567

Promotion:
In adds company focused on the need of the customer to G-watch tracker in order to tell
customers that they need the product and convince them to buy it, the add is in video
form attached to documents.
The advertisements can be viewed by different mediums such as: TV channels,
internet..
The adds given to some famous TV channels like: PTV, Geo, ARY ..
A TV show is designed and give to channels that explain the product for people and to
make realize the customers that they need it.
The ads and TV shows videos are uploaded to internet via You tube, meta caffe... as
well.
Some samples of G-Watch tracker are freely distributed to attract customers and
generate buyers.

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