Portable toilets

Portable toilets

Final project on Marketing Strategy

Topic Portable toilets in Pakistan

Presented to : Sir Shazif Iqbal Presented By: Bilal Saghir (062251) M.Mohsin (062254) Mirza Humaiyun (063284) M.Umair (091182) M.Waqas (101107)

Portable toilets

Portable toilets

CONTENTS
1. Acknowledgement. 2. What is portable toilets 3. problems 4. our team. 5. Our infrastrcuture. 6. Why we choose this market. 7. Costumers satisfaction. 8. segmentation. 9. Swot analysis. 10. Strategic market analysis 11. Strategic planning. 12. Factor affecting sales. 13. Conclusion 14. Recommendation

Portable toilets

Portable toilets

Acknowledgement

We think if any of us honestly reflects on who we are, how we got here, what we think we might do well, and so forth, we discover a debt to others that spans written history. The work of some unknown person makes our lives easier everyday. We believe it's appropriate to acknowledge all of these unknown persons; but it is also necessary to acknowledge those people we know have directly shaped our lives and our work.

First of all we would like to thank our teacher Sir Shazif Iqbal for their guidance through out the semester.

Portable toilets

Portable toilets

What is a portable toilet?

A portable toilet is a self-contained outhouse unit that is easy to maintain and is mainly used for occasions and site-based requirements such as weddings, events, and festivals etc. The build and weight is such that it does not take more than two persons to transport and fix it. Portable toilets can withstand harsh climatic conditions and are usually made out of high density polyethylene, fiber reinforced plastic and steel. These units are typically free-standing structures, and their stability is by the weight of the waste tank. This waste tank contains an empty liquid . Usually, these units are made for singular function: either with a toilet seat or with a urinal. But some manufacturers combine toilet and urinals based on requirement of their clients. At least 100 people can use it at a stretch before the tank needs to be vacuumed.

History of portalble toilets.

Historically speaking, the portable toilet industry began in the 1940s in the ship building yards of the USA. The construction industry was the first one to exploit the benefits of this new unit that could be transported at various sites. In the early 1970s, fiberglass was introduced as a material for portable toilets, but then in mid1970s polyethylene was introduced and is still used for manufacturing. High density polyethylene (HDPE) is the most popular material for portable toilets today. During the late 2000 this concept was introduced in Pakistan by our team Other than this, there are miscellaneous issues that one has to deal with. Some players, who did not want to get quoted, informed us of one such issue, While transporting these units to clients, traffic rules pose an unsolvable problem. The height and space taken by multiple units while transporting is beyond what is allowed on pakistani roads and therefore many dealers end up paying fines for breaking traffic rules. Though the toilet industry has to follow the waste management guidelines of the government, this is one problem that many of the dealers are finding hard to solve.

Portable toilets

Portable toilets

Business scope
Portable toilets provide a very good solution for sanitation problems, especially for the construction and infrastructure industry. In these industries, labor health regulations and environmental norms are of major concern. Some sites of construction where portable toilets can be useful are general construction, highway construction, housing, pipelines and excavation sites. Also, given the fact that pakistan is engaged in large number of projects, a good amount of demand in other areas such as mining, remodeling, military, energy projects, dams, and such. The scope for portable toilets spreads into several other areas as well. Take massive festivals like Eid Carnivals and playing parks for instance. Other events such as weddings, receptions, fairs, sports events, etc could also be target areas for installation of these units. The other sectors in which there lies a huge potential for this business are tourism and events.

Portable toilets

Portable toilets

Existing business models

There is a common observation that we made. Portable toilets as a business is not something that is looked up on as a existing industry. Because of the nature of work and the current market situation attached to it, not many get attracted to this line of business. there is a very low percentage of Pakistani population who has heard of the concept of portable toilets, not many get interested in manufacturing these units. Also, the finished product price of a single unit falls in the expensive range of Rs 50,000 to Rs 150,000. While there are some manufacturers of portable toilets in pakistan, there are many who simply prefer importing the units from abroad.

We provide these toilets on the following festivals. Potential Installation Sites

Construction sites Weddings Event industry Tourism industry Camping and retreats Festivals and fairs Crowded market places Sports events Urban slums Natural disaster struck areas

The types of toilets are

   

Single seat toilet Multiple urinals Combined toilet- urinals Mobile vans with multiple units toilets

Portable toilets

Portable toilets

A single unit of portable toilets is rented for Rs 300-400 per day. There are extra charges for services provided for cleaning and maintenance, which could be around Rs 300 per clean-up. As per one manufacturer of these units, the investment money put into the manufacturing of these units can be earned back in one seasona season like festival and the wedding season. Usually imported units work only for four to five years, which means that apart from labor and maintenance costs, there is scope for pure profit in renting the portable toilets. Some of the players have adopted the franchising model, which can be an area to explore for other players. We As the awareness spreads, the sale of these units should see a jump in the next ten years.

Problems
The major challenge is educating people about benefits and usage of portable toilets. Spreading awareness about sanitation linked with health benefits would result in improved demand of portable toilets. There is a potentially huge market out there, but it looks like it will take some more time for someone to actually create it. The other challenge that people in this line of business face is that of bringing down cost price on both business modelssale and rental.

Our team
The business relation that we enjoyed with our customers is dedicated efforts of our professionals that we have employed. Our industrious and experienced professionals are well about the respective industry that helps us offer international quality standard Portable Toilets. With their pro-active approach in production processes, we ensure that the enire task is completed within the specified time frame. Our team comprises:
y y y y

Engineers Quality auditors Administrative personnel Marketing and Sales personnel

Portable toilets

Portable toilets

We also provide regular skill enhancing training to our workforce that helps them remain with the changing market requirements. It is owing to their support and assistance that we have expanded our business activities and maintain the economies of scale.

Our infrastructure
We have strategically located our infrastructure unit at the industrial state of Lahore Karachi islamabad. with advanced and facilities, we have unit into numerous departments to ensure through and streamline production and post production activities. Our unit is divided into following departments:
y y y y

Manufacturing Quality testing Research Storage

All these departments are outfitted with hi-tech machines that speed up the production process and help in developing quality products. Moreover, we make sure that an upgradation process is followed on regular interval as per the latest advancements in the market.

Why we choose this market

Over the years the marketing strategy that we have developed stick to our commitment towards delivering quality product along with excellent services. that we have acquired is owing to the trust of customers, spread across various parts of the globe. Some of the key advantages and attributes from our competitors have been listed below:
y y y

Distinguished product range Highly competitive prices Wide distribution network

Portable toilets
y y y

Portable toilets

Unmatched product quality Well equipped manufacturing unit Ethical business practices

Costumer Satisfaction

Our priority is to expand our business by serving our customers in the best possible . with this objective, we offer our clients unmatched quality products and services that meet requirements. Reaching out to prospective and potential markets, our consistent efforts in offering products have brought us numerous clients from Lahore Karachi and islamabad. Depending upon the clients application requirements, we also provide customization facility and developed the products accordingly. Moreover, our customer care cell welcome and act upon the feedback we receive from our costumer and incorporate it if found relevant.

Market analysis
Sanitation is the bare minimum a human can wish for. But not everyone on this planet is equally lucky. Worse is the condition in developing and under-developed countries. According to UN summit of 2005 at New York, ?A child dies every 15 seconds by diarrhea, mainly caused by poor sanitation and water supply.? 42% of the world population has no safe place to go for toilet. This leads to use of open and unsafe places. According to UNICEF, a gram of human feces has 10 million viruses, 1 million bacteria and 12,000 parasites. Enough to make this planet a disease prone There are two main reasons why the sanitation target is so off track. Most countries have no single institution which is responsible for sanitation and there is rarely a national budget dedicated to sanitation. 14 countries examined by Water Aid, only two were found to have a dedicated sanitation budget. Despite sanitation having helped reduce mortality in their

Portable toilets

Portable toilets

owncountries, Developing countries have their unique problems. In countries like Pakistan bureaucracy does not leave even sanitation Land, water supply, electricity and above all legal formalities make simple sanitation project year long projects. And if at all they are constructed, there is no one to maintain that. In a very short span of time they become unusableuse. South East Asian countries are worse. In many villages, availability of toilet An economical, hygienic and safe answer to the problem is Portable Toilets. A portable toilet not only solves the problem of health and hygiene but also can provide employment to the uneducated poor masses. Every single portable toilet employs two people for maintenance. And yes, this all can be achieved without running behind bureaucrats So, why this simple way of health and sanitation, which can also empower our poor uneducated masses with employment perceived as an How can the political, social and religious leaders talk of development and progress without hygiene and sanitation? It is the war of the poor which needs strong political and budgetary priority and not just sympathy.

Segmentation
All the major and many government departments and ministries, defense , major private sector companies, elite schools, big hospitals, top hotels, biggest builders and airline . This has for businesses and a range of cliens in pakistan, which could be hotels and retail outlets who are using this.

The major segments are:

I. Buildings: Companies that are starting projects need project site office before construction activity can be started, for accommodating their workforce II. Residential/Individual: In places, where government/municipality does not/cannot allow construction, e.g., in parks . III. Security Requirements: we take a guarente from the costumer by a small contract .that our toilets are use and the safely return.

Portable toilets

Portable toilets

SWOT Analysis of portable toilets Strenght

y y y y y y Make new innovation in the market Monopoly of this product in the market Make a grand soltion of toilets problems in every area High hygiene standard trained staff are able to deliver and service facilities The excellent customer service provided by the company has won it repeat orders from clients.

Weakness
y Unable educating people about benefits. y Unable Spreading awareness about sanitation. y Make huge market out there .

Opertunities
y y y y y Large market will cover in this region Pioneer in the market. Huge amount of opportunity is available to cover the market No competitors in the market Large number of festival are on coming days

Threats
y y y y y y y Economic situation of the country Government policies New competitors will come in the market Miss use of toilets in the public places LDA create problem in public areas Rent prices of toilets fluctuation Clearance of the containers from dry port

Portable toilets

Portable toilets

STRATEGIC PLANNING
In the year 2011, the company had a great success, as the strategy worked which resulted in making of portable toilets Company the pakistans leading company. In 2011, company make its strategy .The strategy for the future of the company is very straightforward. The marketing strategy for the year 2012 is as follows, y Increase the production growth . y Selectively broaden the family portable toilet to drive profitable growth. y Grow system profitability and capability together with our import parteners. y Serve customers with creativity and consistency to generate growth across all channels. y Direct investments to highest potential areas across markets. y Drive efficiency and cost-effectiveness everywhere.

FACTORS EFFECTING SALES

There are so many factors, which affects the sale or rent of portable toilets Here we are discussing three major factors which effects coke. y Per capita income y Competitors y Terrorist and some public activities Per Capita Income First we will discuss about Per capita income. This is major factor that affects the sale of this sale of portab letoilets. Because which every passing year budgets are becoming very strict and tight in order to purchase things. So the disposable incomes of the people are coming down. They spend heavily on rents, utilities, and education and basic necessities and after that when they get extra money they think about this .So the decreasing per capita income effects badly in selling and production of this toilets. Competitors There is no major competitors butt in future may be some import or take our idea of portable toilets. So this will affect our market and demand also.

Portable toilets

Portable toilets

Terrorist and some public activities Every body knows that our country Pakistan is in critical situation of government policies and some terrorist activities threat the foreign investment and the business activities so this will affect our sales.

MAJOR CUSTOMERS NEED

First of all the majority dont care that what they use how long they use ,they just relax them after using it. Toilet is a need of every. In those conditions where toilets are not available there will be big problem .there are many places where toilets are full or not avaible like park roads and markets so we provide our product for these situation. Consumers availability in toilets is basically works like: Push availability Pull consumers demand. For this reason we have provided our portabletoilets in the market. They have maximum number toilets in the market.

STRATEGIES OF QUALITY
After Micro and macro analysis portable toilets is primarily role 1. Enhance competition moments 2. When people playing in parks 3. Through commercialization 4. Fun time

TARGETS THAT WOULD LIKE TO ATTAIN

Every organization runs on the bases of profit maximization so portable toilets is also looking for a high profit margin. There are three major ways of making money y Over night profit y Windfall profit y Ethical and un-ethical ways

Portable toilets

Portable toilets

Over Night Profits

We could be over night profit that is for the number 1 company for the year. This could be got our increasing sales volume.

Windfall Profit
Can be windfall profit. We are the extras profit. When the use of portable toilets is on boom on eid and basant festivals . So, there is different kind of profits.

Ethical And Unethical Ways

Profit can also get through ethical and unethical ways. They believe on this quote Every thing is fare in love and war. Some profits stays for some time like over night profits and some just come and go like wind fall profits. And they can also get profit through different approaches.

EXPANDING TARGET MARKET

In last 1 year portable toilet has come back in aggressive manner. y Consumer has no choice y Attractive product name y Product differentiating

Consumer Has Got no Choice

Now the consumer has got no choice. Because now they know the name of portable toilet with totally new concept.

Portable toilets

Portable toilets

Attractive Brand Name

Now the consumers know the Name of portable toilets, because portable toilets is the name, which is the most popular solution of costumer toilets problem

Product Differentiation
Now different companies have got different product names. So, people can distinguish between product. Portable toilets is the totally new concept in the market.there is no need to differentiate.

STRATEGIES OF GETTING GOALS I.E. HIGH PROFITS

To increase the price is the least thing, which portable toilets can adopt. There are so many ways through which portable toilets can increase the profits. Some major ways are as follows. y Volume can be increased y Interest level of consumers y To take part in energetic festivals

How to increase the volume of consumers?

We can increase the volume by expanding the industry of portabletoilets. Through advertisements, offering different interesting things to attract people towards this product.

How to increase the interest level of consumers?

We are increasing the interest level of consumers by by creating awareness about what the benefits of portable toilets. How it will make your eniroment clean.

How to take part in energetic festivals?

Portable toilet is already taking part in the festival like Basant . portable toilet offers different attractive things in their festival and through this Portable toilet gained high profit and use of portable toiets increased on these occasions.

Portable toilets

Portable toilets

MARKETING STRATEGY
Greater public attention on environmentally sound portable toilet coupled with increased desire for improved flush facilities continue to drive demand for portable restroom solutions. we dedicated to providing the most advanced products and quality service by constantly adapting to customer needs. We continue to invest in sanitation and waste management innovation, building on our industry-leading IT systems and operational controls in order to satisfy customers and further the industry.

MARKET POSITIONING Product Range

The total range of our product is  Single seat toilet  Multiple urinals  Combined toilet- urinals  Mobile vans with multiple units toilets

PRICE STRATEGY Trade Promotion

We gives incentives to middle men or retailers in way a that they offer them free samples for few days by this these retailers and middle man push their product in the market. They do agreements with a shop retailers and stores to exclusive sale in that stores. These stores are called as KEY accounts in their local language. And we also invest heavy budget on these stores and offers them free samples and free small toilets and some time cash incentives.

Pricing policy
The finished product price of a single unit falls in the expensive range of Rs 50,000 to Rs 150,000. While there are some manufacturers of portable toilets in pakistan, there are many who simply prefer importing the units from abroad.

Portable toilets

Portable toilets

PROMOTION STRATEGIES Getting shelves

We gets or purchase some area in big departmental stores and display our products in that that area in that style which show our product more clear and more attractive for the consumers.

Eye Catching Position

Salesman of the portable toilets positions their products in eye-catching positions. Normally they keep toilets near the entrance of the stores.

Sale Promotion
Company also do sponsorships with events and schools festivals and sponsors their sports events and other extra curriculum activities for getting market share.

DISTRIBUTION CHANNELS
Our Company makes two types of selling Direct selling Indirect selling Direct Selling In direct selling we supply our products in retail stores by using our own transports. We have almost 50 vehicles to supply our toilets. In this type of selling company have more profit margin. Indirect Selling We have our own whole sellers and agencies to cover all area. Because it is very difficult for ud to cover all area of Pakistan by our own so we have so many agencies to assure our customers for availability of portable toilets

Portable toilets

Portable toilets

ADVERTISEMENT Our company use different mediums y Print media y Pos material y Tv commercial y Billboards and holdings Print Media We often use print media for advertisement. We have a separate department for print media. POS Material Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas. . TV Commercials As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So our Company does regular TV commercials on different channels. Billboards And Holdings Portable toilets is very much conscious about their billboards and holdings. We have so many sites in different locations for their billboards.

HOW WE DETERMINE THE YEARLY BUDGET

We determines its yearly budget by the y Sales volume y Profitability y Target volume

Portable toilets

Portable toilets

Sales Volume We determines our yearly budget through the sales volume. We first concentrate on the thing is what is the condition of their sales? if the condition is good of their sales then they definitely increase production and sales volume. Otherwise they concentrate on old strategies. Profitability: The second thing through which they determines budget is the profit .if we getting profits with the high margin, then we definitely want to increase the profits in the next coming year. Every organization runs on the basis of getting high profits. No organization wants to face Loss in their business. To get profit is the first priority of the portable toilets. Target Volume: To run the business every industry has some targets, which they want to achieve in a specific time period. If industry achieves those goals in that period then for the coming year it increases the volume of the target. So portabletoilets Follow the same thing it has also some goals and targets to achieve in the given time period. When we succeed to achieve that target then we increase our target volume in the next year.

SALES PROMOTION ACTIVITIES Basant Festival

In February the month of basant the parks & horticulture authority in Lahore nominated portable toilets the official sponsor of the basant festival .portable toilets added to the carnival atmosphere by providing toilets services during the basant festival. Now where there is basant there is portable toilets , it has been impossible to envisage basant without portable toilets .

Party in a Park
In June 2011, portable toilets created an relaxing product evening in Lahore, where we provide services. This program was for eight -hour program shown in the national TV for free.many households use toilets Party in a Park while people attended the event.

Portable toilets

Portable toilets

Ratio analysis
Current Ratio: Current Ratio is equal to current assets divided by current liabilities Current Ratio = Current Assets Current Liabilities

2010 2011: Current Ratio = 16397198000 5264674000 Current Ratio = 3.11 2010 2011: Current Ratio = 5684446000 3642415000 Current Ratio = 1.5

2010 2011: Current Ratio = 5011555000 2800094000 Current Ratio = 1.79

Quick Ratio = Current assets Inventories

Portable toilets

Portable toilets

current liabilities 2010 2011: Quick Ratio = 163971980002690153000 5264674000 Quick Ratio = 0.26

2010 2011: Quick Ratio = 5684446000 923448000 3642415000 Quick Ratio = 1.31 2010 2011: Quick Ratio = 5011555000 1922982000 2800094000 Quick Ratio = 1.10

Portable toilets

Portable toilets

CONCLUSION
After thorough research, we come to the conclusion that the marketing strategy of portable toilets is working for them and the product is gaining popularity among youth day by day.

RECOMMENDATIONS
After completing our project we have concluded some recommendation for the our company, which are following.

y Our Company should try to emphasis more on providing their infrastructure in the market to facilitate their customers. y According to the survey, conducted by the company Pakistani people like little bit this product. So for our company should produce their product according to the local demand. y Marketing team should try to increase the availability of portable toilets in rural areas.