Servent Line Mrketing project, innovative idea

8/6/2019 Servent Line Mrketing project, innovative idea

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Dedicated This Project to the Person, who

told us how to do Business in Righteous

Way,

Our Holy Prophet HAZRAT MUHAMMAD

( Peace Be Upon Him )

&

To The Role Model for All businessmen

Hazrat Usman-e-Ghani Shaheed

(May Allah Pleased With Him)



ACKNOWLEDGEMENT

All praise to Almighty Allah,

The most merciful and Compassionate,

With the willingness of whom we are able to

Without whom we are nothing!

We are very thankful to Our Professor Mr. B.Malik

He kept our morale high by his suggestion and appreciation;

He was available to us whenever and for what ever we

consulted from him.

Without his precious guidance and help we would never be

able to develop this project



Table Of Contents

1. Executive Summary

2. Organization Prof ile

3. Mission Statement

4. Vision Statement

5. Envoirment6. Macro Envoirment

7. Segmentation and identif ication of Target

Market

8. Target Market

9. Consumer Behavior

10.

Marketing Mix 11. SWOT Analysis

12. BCG Matrix

13. Product Lif e Cycle

14. Viability and Prof itability

15. Function Of Departments

16. Business Process





Executive Su

We are going to open a service organization with a view to

provide servants, Drivers, Cooks, Office boy, Kitchen Helpers,

and Governess, in the city of Lahore, Pakistan. It will provide

services that will best suits the people that are busy in there

life and for working women, and those who want a trust

worthy servant to serve them. We will purchase the license

and permit from Chief Minister to legalize our business. The

start of the business is not very high budgeted first it willopen in major areas of Lahore and then it will be expanded in

other parts of the city and ultimately in other cities of

Pakistan. The business required little human recourses and

not be easily control able, we have chosen the name for our

organization as Servant Line. The theme and the reason

behind our organization is that there is 2.9 Million people

unemployed in Pakistan and they are seeking for the right

jobs but they dont have a right platform, even they are

capable of doing hard work. On the other side people who

want servants, cooks and drivers are afraid of security

threats. We are going to provide excellent security and trust

worthy persons to the people who need them, which matters

a lot. Our organization will definitely attract customers andthey would like to contact us. It will urge both of them to get

engaged with us as they both are needy. The difficulty in this

business is to check the back ground and there clearance

report from the society from where they belongs and police



station. We have worked a lot for it and developed a strategy

for this to satisfy our self and our customers. Our Target

Market is the Upper class, and upper middle class people

who want servants, we are going to target the high end of the market according to our service and price. We have

chose the Main Market Gulberg for our office, as it is centre

of the Lahore and we can easily target upper class as it is

near to DHA, Model Town, Faisal Town, Askari Colonies,

Muslim Town, Garden Town, and there are many offices and

apartments in gulberg as well.



Organization Profile

Organization name

We have chose the name Ser ant Line for our bus ness as

it truly re resents our business and very easy to pronounce

for the people who are uneducated.

Organization PlaceWe have chosen the main market gulberg for our

office location, as it is the center of Lahore and we can easily

target the upper class and upper middle class of Lahore.The

areas such as DHA, Model Town, Gulberg, Askari Colonies,

Johar town, Faisal Town, Cavalry, Muslim Town, Cantt,

Garden town, and Wapda are approachable.



Organization Logo

Organization Slogan

The Care Takers

Departments

1. Services/Customer Department

2. Marketing Department

3. Investigation Department



Mission Statement Our Mission is to make our customer feel secure.

Vision Statement

To be the best service providing organization in market by

providing security and timely services to the customer and

be recognized for that services, admired for commitment

and trusted for security.

Objectives

1.

The exceed the customer expectation by providing ourbest.

2. To expand our target market and market share.



Service Providing Companies

There is no doubt that there are only few companies in

Lahore that are providing servants, cooks, drivers and

specially security guards to people. But they are not well

recognized, well managed, and well known to the customers,

because they are not reliable and are doing it on small level.

Their target market is not well defined and are failed to

provide proper security to the customers. While we are

entering in this industry after studying a lot about this

industry and about the companies which are doing this

business, we have seen that the companies which are

providing security guards are much strong and having morethan 80% market share, so thats why we are not entering in

this particular market and decided not to provide security

guards but we are willing to serve our customers by cooks,

servants, drivers, office boy, at professional level and with a

complete market strategy.



Envoirment

The actors and forces that can effect our business and

marketing strategies is known as envoirment and can be

categorized as

Micro Envoirment

The actors close to our company that can effect our

ability to serve our customers, we can control these factors

by our strategies and actions.

The Compan

The coordination between our department is vital

because we have less resource and capital, our marketing

and investigation department are playing major role because

security is our top priority, and we have to provide the

security as our marketing department promises with the

customer, so our services department can be effected by our

marketing and investigation department.

Supplies

We dont have any supplier because we our self search for

unemployed persons and make them aware about our

services and act as a middle man.



Competitors

There are only three known organizations which

are doing the same business as we are doing, those

companies are

1. Al sadiqiya

2. Rozgar

3. Mulazmat hi mulazmat

Al sadiqiya is our top competitor because it is doing

business from 3 years and have more experience in this

field, but the advantage is this, that they are not doing it at

high level and their marketing strategy is not strong, and

they are also involve in marriage bureau.

Rozgar is the regional company and provides its services in

limited areas of Lahore.

The third one is Mulazmat hi Mulazmat and it onlyproviding office boys and drivers to the firms. And it is

failed to provide security to the customers.

Competitive Edge

Our main competitive edge is that we have variety of

services we are offering and the security we are providing.Our main priority is to provide security to our customer and

to build there trust on us. One thing more is that we have a

strong marketing budget as compare to other organizations

and our marketing strategy is very good. Not a single



organization of this type is spending money on marketing

sector, although it is back bone of every and particular this

kind of business.

Customer

The customers are the most important actors in the

companys micro envoirment, customers are categorized as

1. Consumer Markets

2. Business Markets

3. Reseller Markets

4. Government Markets

5. International Markets

The company might target any or all of five target customers,

our organization is targeting the consumer market and

business market.

In consumer market we will capture those people who have

busy life, working ladies, and the big families.

On the other hand in business markets we will capture those

business which need office boys and drivers.



Macro Envoirment

The macro envoirment consists of broader forces that effect

the actors in the micro envoirment.

Demographic Envoirment

It is the study of human population in terms of size, density,

location, age, gender, race, occupation, and other statistics. It

is the most important factor for us as it is the study of people

and people made the market. In this we further observer

Increasing Population

As all knows that the population of Pakistan is increasing day

by day, and the population and unemployment have direct

relation, if population increases the unemployment will also

increases. So our business will provide jobs to those

unemployed persons, on the other hand the people who

have money and want to change there life style are moving

toward Lahore, it is also an advantage for us, the more

people move to Lahore, more they will need the servants and

cooks and our business will boost.

Changing Famil System



The family system of Pakistan and specially of Lahore is

changing day by day, in past the Grand Mother and Grand

Father were supposed to be the family members, but now

the trend in changing and family is considered to be only wifeand husband. Due to this, the demand of servants, maids,

cooks also increases to take care of there grand parents and

parents. On the other hand, the dual income single kid is

becoming common now a days, which means that both

husband and wife are doing jobs and business, due to this the

demand also increases to take care of their children, home,

garden and kitchen.

The changing Role of Women

The role of women is changing day by day, the educated

women are moving toward jobs and businesses, which

results in more working women. This also increases the

demand of our business as they will ask for governess and

kitchen helper.

Political and Social Envoirment

Laws, Government agencies, and pressure groups that

influence and limit various organizations individuals in agiven society.



Increasing Legislation

Government has increased legislation for this type of

business to increase the security, for this our company have

to purchase a permit and license from Pun jab Government

and have to renew it after one year, for this the government

will charge f ees from us and make us legalized.



Segmentation and Identification of

Target Market

Market Segmentation

1) Geographic:

1. MODEL TOWN

2. DHA

3. GULBERG

4. ASKARI COLONIES

5. JOHAR TOWN

6. FASIAL TOWN

7. CAVALARY

2) Demographics:

Gender: male female

Income: 80,000 onwards

Occupation: Working ladies, Businessmen,

Students, white collared





are really needy and want some one to care for them such

as working women.



Target Market

Target market helps to identif y the ma jor ob jectives andvisions of the company within a specific area, specified by the

company management.

Lahore population = 10 million. (approx)

Target market population = 1 million (approx)

Upper and upper middle class = 0.8 million

(approx)

Those who already have = 0.6 million

(approx)

Unsecured customers = 0.2

million(approx)

CHARACTERISTICS OF TARGET CUSTOMERS

There are many working women and dual income concepti is there,

most of the people are doing white collar business.



TARGET MARKET:

The standard of living is growing day by day and working

women and men are increasing. For targeting the market we

have used the strategy of multiple segments. We have

targeted our market into two segments i.e.

MARKETING OBJECTIVES:

Servant Line has some Financial & Non-financial objectives to

sustain in the services market as the market leader.

FINANCIAL OBJECTIVES:

y Market Share

Servant Line services company want to increase its market

share and capture as many people as it can.

y Profit

Servant Line wants to maximize its profit by increasing

its market share. We want to attain a 10% profit margin

of our services.

Business Market Consumer Market

Office,small scale resturant Homes, Working women



NON-FINANCIAL OBJECTIVES:

y Solid Image

y Customer Satisfaction

y Customer Retention

SOLID IMAGE:

We want to maintain our strong business image & company

good will through providing best quality of services. We also

want to decrease the unemployment rate of Pakistan by

providing more and more jobs.

CUSTOMER SATISFACTION:

Complaints To achieve Customer Satisfaction, we want to get

close to our customers by receiving their suggestions &complaints by providing customer care & E-mail addresses to

fulfill this purpose. We will try to response against these as

soon as possible.



CUSTOMER RETENTION:

The key to Customer Retention is Customer Satisfaction. So,

by satisfying our customers we want to increase their

reliability and trust. We are adding new services for customer

value.



Consumers behavior

We are going to target consumer market because customers

will purchase our services for their personal use.so we must

have knowledge about the characteristics that can affect

consumers behavior.

These characteristics are

Buyers culture

Cultural shifts have a lot of potential benefits for our

business. Because the role of women in our society is

changing very quickly, so we can easily enjoy the benefits of

this change. Working women are increasing day by day and

they prefer jobs rather doing work in their homes. Some

years back the role of women was to cook meal food for

their family and manage their houses, but now a days theyprefers increase their family income rather than cook food

or manage homes. They required a person who can do all

these tasks but they are afraid of any fraud. So we can easily

target these families who are suffering with insecurity.

Social class

In our target, most of people belong to similar social class

because have high income as compare to others parts of

Lahore. So we can easily target the social class that is

educated, white collared, business class because these



social classes have need as well as potential to purchase our

services.

Role and status

First, Most people of our target market belong to upper

class. To maintain their status they need a lot of servants in

their homes. And second these people have such roles in

their society so that cannot give proper time to their families

and need servants to manage their homes.

Family

In our society, generally wife has great emphasis on decision

making process of family. So we can focus females in our

advertisement and promotion campaigns because tasks like

Cooking are purely associated with females.

Occupa

tion

As A persons occupation affects the goods and bought. So

our main focus will be executives and White collars.

Lif estyle

The life style of people is changing day by day, workingwomen are increasing day by by, and the trend of having any

shelf and cook in home is becoming very common and

popular in upper class people, and because there is busy life

style, the need of Gardner, driver is also increasing, which is a



positive effect for our business and a great opportunity to

survive,

Buyer Decision Behavior:

Buying behavior of our customers will be Complex Buying

Behavior because their purchase involved risk, a lot of money

as well as they are not going to hire employees daily. So as

marketers, we will help customers to learn about our service-

class attributes and relative importance. And we will

differentiate our services features in our marketing

campaigns i.e. how they will feel themselves more secure by

hiring employees through us.

Buyer Decision Process:

We are the first movers in this kind of business in our target

market. The consumer will go through the following stages

during the process of adapting our services so need to help

consumers through these stages.

Awarenesshelps the consumer to get to know our services

as soon as possible.

Interestwe will provide information to our targeted

consumers through media campaign when they are seeking

information about us.

Evaluationthen consumers will considering our company

while hire employees



Trialconsumer will hire some of employees through our

company

Adoption this is our target. Whenever they will hire, they

will hire through us.

We hope that will take our target customers at trial stage in

no time through our effective media campaign.



Marketing mix

We are going to blend these controllable tactical marketing

tools to produce our desired response in the target market.

Product

we are not only providing servants, Drivers, Cooks, Office

boy, Kitchen Helpers, and Governess. We are also providing

reliability and assurance to our customers.





newspapers on Sundays to get people known about our

service.

Adds on cable:

As media is one of the strongest medium to attract people.

So advertisement on cable will be one of the best way to

promote our business in our target area.

Road Banners:

We will use road banners at the sides of all busy roads in our

targeted area. Each banner contains necessary information

about our services.

Newspaper:

Next we have chosen newspaper as a medium of search for

unemployed persons. It provides good local market coverage;

broad acceptability as all classes can easily buy newspaper; it

also has high believability, as it is a good source of all

important news.



Posters

We will stick posters at local bus stands, Railway station and

walls, so that the person who needs job can easily contact us.

Placement

We are opening our office in Gulberg main market, as it is

the centre of Lahore. We can easily cover the most of the

area of Lahore.



SWOT ANALAYSIS

Internal Factors

Strength:

First movers

Security conscious

Effective advertisement campaigns

Distinctive from others

Proper planning

Strongest effective bundling services in the industry.

Weakness:

Lack of experience

Lack of awareness among the target market.

Communication gap.

Mostly expenses consist of fixed expenses

Small target market

Risky business

Imitation of investigation process

External Factors

Opportunities:

Growing population and unemployment

Few and weak competitors

Expansion of distribution net work



Introduction of new services

Capturing of rural areas

More working women

Increasing upper middle class

More white collared labor

Threats:

Government Regulation :in future may be followed

strict rules due to increasing security threats

Competitors

Less awareness of the product

Experienced competitors

Increasing potential risk

Market segment growth could attract new entrants

Decreasing purchasing power



L o w

A N T I C I P A T E D G R O W T H R A T E

H i g h

BCG Matrix

Hi Low

M R ET SH RE

ST R QUESTI M R ?

SH G



Explanation

Our business lies in question mark because it is in

initial stage and dont have market share, but its growth

rate is high as we have opportunity to capture market. We

are also making strategies and investing on it to push it in

star and then cash cow.

Product Life cycle



Explanation

Ever business in market has five stager, from its

initial stage to the end. The first stage is development and

the second one is introduction, our product lies in between

the, because the idea and the plan is being developing and

will be soon introduce in market. According to our

expectations, market survey and opportunities we have, our

business will soon reach to growth and maturity and we will

try to change our strategies as per the demand of our

customer to maintain our business at maturity as long as we

can.



Viability & Profitability

Total capital which was available to us was 500,000 and we

were supposed to start a new and innovative business which

should b profitable and viable. We have used the capital as

Investment required

Office Advance 100,000

License fee Registration fee 15,000

Furniture 50,000

Office (Furnish Information board) 20,000

Banners 10,000

Advance for Residence (Servants) 10,000

Office rent 30,000

Residence rent 3000

Bills (electricity & telephone) 10,000

Adds on news papers 25, 000

Adds on cable 30,000

Pamphlets 5,000

Cash on hand 20,000

Total investment required 328.000



Capital expenses

Advance (office) 100,000

License fee registration fee 15,000

Furniture 50,000

Office (furnish information board) 20,000

Banners 10,000

Advance for residence 10,000

Total capital expenses 20, 5000

Fixed expenses

Office rent 30,000

Residence rent 3000

Bills (electricity & telephone) 10,000

Adds on news papers 25, 000

Adds on cable 30,000

Pamphlets 5,000

Total fixed expenses 103,000

Variable expenses

Investigation and other expenses - 200 per person



Revenue

No of person recruited (Approx) 30 per month

Average pay- 9,000

Commission from employees (10% of pay) 27,000

Commission from customers (50% of pay ) 135,000

Total revenue 162,000

Break even Point

Break even point = Fixed costs / (S. price V. expenses)

= 103,000 (5400 - 200)

= 20 employees

Profit calculations

Revenue 162,000

Variable expenses 6,000

Gross profit 156,000

Fixed expenses 103,000

Net expected profit 53,000



Return on investment

Return on investment = 53,000 x 12 328.000

=198.9%

Viability

As described in profit analysis, there is a very little variable

cost with this business. Major part of investment needed will

be for fixed expense and capital expenses. We are expecting

such large revenue that can easily cover our fixed and

variable expenses. Due to high unemployment in Pakistan

and fast growing upper middle class, we can attract number

of customers. We are expecting Revenue of 162,000 while

Variable expenses of only 6,000. Our gross profit will easily

covers Fixed expenses of 103,000 we will get profit of 53,000.

So we can say that our business will be feasible. And ourreturn on investment will be 198.9%



Function Of Departments

Our business have three departments, and each department

has a vital role to play and it cant be survive with a absence

and negligence of any department. Function of every

department is defined.

Services / Customer Department

It is the top most department of our business, any new or

existing customer have to contact with the servicesdepartment for any complain and information. Secondly,

making agreements between the customer and the servant is

the responsibility of this department. This is the

responsibility of the department to make customer satisfy

and charge commission from them, and it is up to them that

how much maximum they can charge from the customer, as

per the policy of our business the minimum percentage has

been set to 50% from the customer and 10% from the

servant.

Function of Service and Customer Department

1. Make Agreement between customer and servant.

2. Satisfy the customer

3. Charge Commission

4. Deal with customers



Marketing Department

Marketing department is key department of any

business. Much of the success of the business is depends on

marketing department and how it works. Our marketing

department is making marketing strategies for our business

and working on how to go with that by using any medium of

advertising. It is also engaged to tell about our services and

business to the people who need jobs, because they are our

raw material in other words. More over they are answerable

to

1. Make marketing strategies.

2. Make adds, billboards, pamphlets, and sign boards.

3. Make Posters for the servants.

4. Give adds on News paper and Cable

Investigation Department

This is our most important department as security is

top most priority and thats why se say Care Takers . This is

the duty of the investigation department to investigate about

the person and make it clear in every test. It is a very

sensitive process and need so much care.

1. To investigate about the job seekers

2. Conduct there interviews

3. Investigate from police station



Business Process

Contact with the customer

In our business process, first we contact with the

person through our marketing and advertisement, this

is not direct contact but indirect contact with the

customer, through which customer came to now about

our services and policies.

Contact with job seekers or servant

As we contact with our customers through our

advertisement and marketing, we also contact with job

seekers and servants through posters, bill boards, and

banners, and make them sure that they will get a job

by contacting us.

Respond the customer

When customer got aware about our services and

business they contact with us and tell us there demand

about the servant, maid, driver, cooks, office boy, or

governess. We also make them sure that for how much

period they want servant. Then we note down there

requirement and search the best option for them.



Search For Best Option

After noting the requirements of customer we search

the best option for them.

Investigate the people who applied for Job

Security is our top most priority, thats why we should

be very care full while we investigate the people. So we

have divided our investigation.

i. Fill an Application

When a person apply for a job, we request him to fulfil the

application in which he has to fulfill the following

requirements

a. His full name

b. Father Name

c.

Father and Family Occupation

d. Complete Address

e. Where he was employed before coming here

f. Name of the owner

g. Address of that owner and house

h. Mobile number for that Owner

i.

His personal Mobile Number



i. Things to be attached with

a. Copies of ID card

b.

Father ID cards copyc. Written Approval from previous owner

d. Clearance certificate from located police station

e. Written approval from Nazim of the society

Make an Agreement

When we found the best option for our customer, we call

him or her and make an agreement of six month, according

to that agreement if customer is not satisfied with that

servant with in 6 months, than he can heir a new one with

out paying any charges.

Documents

Servent Line Mrketing project, innovative idea