Sams Pakistan

We Build Relationships www.sam.com

Group Members: Sameer Zaki Anum Elhai Mehwish Nazeer Maaz Bin Shahood

TABLE OF CONTENT Contents

1) Introduction 1.1 Brief Background 2) Marketing Environment Micro Environment: 2.1.1 Mission Statement 2.1.2 Companys Internal Environment 2.1.3 Customer Market 2.1.4 Publics Macro Environment: 2.2.1 Demographic 2.2.2 Economic 2.2.3 Cultural 2.2.4 Technological

3) Segmentation 3.1 3.2 3.3 3.4 3.5 Demographic Geographic Psychographic Behavioral Target Market Strategy

4) Consumer Behavior 4.1 4.2 Cultural Factor Personal Factor

5) Product 5.1
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Product Classification

5.2

Product Service & Attribute

6) Pricing 7) Marketing Channels 7.1 Sales Distribution Objectives

8) Promotion 8.1 8.2 8.3 Promotional Objectives Advertising Strategy Advertising Media

9) Key Facts 9.1 9.2 9.3 9.4 Strengths Weaknesses Opportunity Threats

INTRODUCTION Sams Pakistan. This name is not new for the People of Pakistan. We deal in sanitary items supply since 1996. We get a good market share in a very short time. Our goods are available in all over the Pakistan and now we are planning to go to the international market. Our organization is Private firm. We have different departments in our organization like Finance, HR, Marketing, Accounts, R&D. Each department is connected to the other one. Our departments have a good coordination between them. Our Organization is one best organization in Pakistan. We are ISO9004 certified. In these days we are planning to launch our new product which is Smart tap. Smart tap is a product similar to our other products. It is a tap in which we put a micro chip with a sensor inside it, that micro chip will sense the atmosphere temperature and then change the temperature of water according to the room temperature. For Smart tap we planned lots of things and still doing planning to make this product Successful in the market.

MARKETING ENVIRONMENT

MICRO ENVIRONMENT 2.1.1) Mission Statement: Our Mission Statement is to accept all the challenges & to introduce innovative products that would effectively benefit our customers, procuring our role in the constantly changing world of vision. We are committed to customer satisfaction and provide quality vision products at reasonable prices. We want our customer to feel comfortable while they are using our products. For this we always try to introduce new product which will make there life easier. Our goal is to provide a comfortable life to our customer by our products.

2.1.2) Companys Internal Environment: In our company there are departmentalization systems in which we do our work in departments. All the departments are connected with each other and have a good coordination between them. Every department is doing his own work with a good coordination with the other one. Our departments work together as a team and always try to things which are

in favor of the customers because our mission to intact our valuable customers to provide maximum facilities. 2.1.3) Customer Market: Our organization has a good image in between our customer, and our customers also give us good response about our brands. They buy the brand without any hesitation because they know that our product is reliable and easy to use and very comfortable, because of this reliability they also refer our products to the other people simply the word of mouth. 2.1.4) Publics: In public sector we have a good image because of our brands reliability and portability. So they will always give us a good and positive response to our products. Whenever we get feedback either surveys or pooling on our website. A positive brand image is created by marketing programs that link strong, favorable and unique associations to brand in memory.

MACRO ENVIRONMENT

2.2.1) Demographic: We have products which are useful for a common person, it does not matter for which social class or status he/she belongs, they can easily buy our brands, and this is the reason why we are very popular world wide in this industry. 2.2.2) Economic: Our products are very economical and its for everyone either they are from the upper class or from the middle class. We never go for the profit
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maximization; we always try to do something good for the well being of the customer. Our focus on customer satisfaction and to retain them for life time to provide what they desire. 2.2.3) Cultural: In consumer market there is no cultural boundaries or any issue while using our brands. Our brands belong for everyone. It doesnt matter from which culture the person belong to, they can use our product. 2.2.4) Technological: Technologies have a great impact on our products. We always try to meet the need of the customer according to new trends and new technological advancement, thats the reason we have our R&D department who can do the research on the new technologies and customer needs and give us the unique ideas about the customer needs and demands.

SEGMENTATION

3.1) Demographic:

In our marketing plan we do not segmented the market demographically because our products are useful for everyone as mentioned earlier.

3.2) Geographic:

In Geographical segmentation we only select the region of Pakistan, because we are not that much capable to increase our business into other country.

3.3) Psychographic:

We provide the people best satisfaction of our product by providing them what they need. People know that we provide them good quality product which will make their life comfortable.

3.4) Behavioral:

We have a good image of our brands in People so whenever they need something they first prefer our products.
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3.5) Target Market Strategy:

Our target markets are those people who are in construction business or the people who are willing to make their houses. For targeting them we visit the sites where the apartments are under construction and we meet different peoples who are in construction business. We arrange trade shows for them, by that shows they will get knowledge about our products.

CONSUMER BEHAVIOR

4.1) Cultural Factor:

Our products are for every kind of people. It does not matter from which culture they belong to, they will use our products in their houses.

4.2) Personal Factor:

We have a good brand image in the mind of people, so when ever they go to market they will prefer our products. A positive brand image is created by marketing programs that link strong, favorable and unique associations to brand in memory

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PRODUCT

We have different sanitary products which usually people use in construction of their houses. We feel that there is a need to introduce something which may help people and reduce the cost of their construction. For that our research and development team made a research and after a very hard work of R&D department they invent a product The Smart Tap. Smart tap is look like a simple water tap but here we made this tap little bit change, in this we introduce a micro chip which measure the temperature of the environment and change the temperature of water which a person is required without any extra equipment. We just place this micro chip with our water taps and convert a simple tap into a smart tap. It is very easy to use, and easy to install. 5.1) Product Classification:

Our products is not classify for the specific people. Our invention is for

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the upper class and as well as for the middle class people, because the we price this product not to high. Its really affordable. 5.2) Product Service & Attribute: 1. Product Quality We always try to give good quality product to our customer. Smart Tap is also a good quality and reliable product which we introduce in the market. 2. Product features Smart Tap has a different feature which people do not find in any other product. By using of Smart Tap you can get the water on your room temperature without any external machine. 3. Product Style Smart tap is the product which we introduce in different style and shapes. We have different colors of Smart tap in different style.

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PRICING

For Pricing we do not put a very high price for our products, because our mission is not to maximize the profit, we want to give more benefit to the customer at the affordable cost so we used the market penetration strategy rather than the market skimming strategy. The aim of our organization is to give a good quality product at the low cost to our customer. For Smart Tap we also put a very affordable prices according to there designs.

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MARKETING CHANNELS

For the distribution of our product we have several distribution strategies. We have our outlets in all over the Pakistan similar we Spencer some retailer and they can sale our products and we have different market intermediaries who distribute our products to the different retailer from where people can get our product easily.

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We focus on the BTL (Below the Line) activity like banners, brochures, in newspapers etc as well as approach the ATL (Above the line) like TV, Radio etc.

7.1) Sales Distribution Objectives:

We make sure that everyone can get our product when ever they need it, for this we have different distribution channels like we have some outlets in all over the Pakistan, similar we Spencer some retailer and they can sale our products. The objective of our sales distribution is to make sure that everyone can get our product without any problem whenever they demand. We want to capture the market share through the product availability.

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PROMOTION

Promotion of the product is very important, if you want to improve your sales figures or get more clients or keep the customers you have coming back, you have to actively work at business promotion all the time.

8.1) Promotional Objectives:

For the promotion of Smart tap we use different strategies. But the main propose of our promotion is to make people aware about our product and let them experience an innovative product for which they didnt every think. 8.2) Advertising Strategy: Our Advertising stratagem is to make people aware about our product. We try to give a brief introduction about Smart tap, for this we put stalls in different exhibitions and other public places from where we introduce Smart tap in public. On our promotional stalls we give them chance to test the Smart tap and make them know how easy to use it.

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8.3) Advertising Media:

For our advertisement we select different media, like we give advertisement in news papers, brochures ads on TV and radio we also conduct some informative seminars about Smart tap in different universities and executive sectors. We also give ads on internet and on other different blogs from where people get awareness about Smart tap.

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KEY FACTS

The key factors that are a necessary condition for success and frailer in a market. For our Smart tap we have different key factors in our target market. SWOT Analysis give us clear picture of our Smart Tap.

9.1) Strengths: Strength of our Smart tap is this is our innovative product, it is launching first time in the Pakistani market and if anyone wants to copy this product then they have to take time to built it, in that time we have a good opportunity to get the maximum market share and kick out the competitors from the market.

9.2) Weakness: Our weakness is people are unknown so far in the market we have to spend a lot of time to make them aware about Smart tap. If we get complain from customer side so we have to mitigate those weaknesses.

9.3) Opportunities: Our opportunity to expand our market globally with more benefits and more features in Smart Tap.

9.4) Threats: Although this is an innovative product. If this Smart tap product is failed to meet we have to face a big financial loss. If our competitor built and grow rapidly so we have to make the contingency plan to overcome all these threats. --------------------------------------------------------------------------------------------

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