Of Pakistan.

The business model the players in the Pakistani online sales industry are following is similar to each other and on the top of that its wasteful.
All the major player in the online sales industry of Pakistan are catering to the entire population of Pakistan and all of them charge higher prices than the traditional market prices because they have to deliver the goods anywhere in the country from Karachi to Khyber (prices are inclusive of delivery charges), obviously because of the extra transportation cost they charge a premium. This premium is killing their business and this unjustified premium creates a window of opportunity for us. The biggest point of difference of our business model is that we will limit our operation to Karachi only.

www.Beliscity.com www.shophives.com www.homeshopping.pk www.symbios.pk www.pakistanonlineshop.com www.ebazaarpk.com www.vmart.pk

Makro Metro Naheed Store market Agha Super store Imtiaz Super Market Small retailers ARY cash and carry Your round the corner grocery stores

The Online sales industry of Pakistan in currently in the introduction stage.

In the developed countries its in the growth stage because internet is more mature there

The growth in this industry will be very sharp therefore online business should focus on communicating their core competencies and competitive edge to their consumers.

OUR BUSINESS Online Sales website

We would like to open up the nearest shop to your house or office. A shop with the widest range of product you can imagine, selling from organic tomatoes to latest laptops. A shop which will offer you the lowest prices amongst all retailers in the vicinity A true one stop shop Offering a wide range of the products in the following product category: Consumer Packaged goods Meat, fish and poultry Consumer Electronics & accessories Construction Material and equipment Loose grains and lentils Tools and apparatus Vegetables and fruits Furniture& Used goods

We say why should there be a trade off between convenience and competitive price, why cant you get both. The only reason why the affluent individuals end up paying more than what a less privileged individual does is because the affluent individual does so for his convenience. But our website will not only offers convenience (e.g. avoidance of traffic jams), it offers convenience at the most affordable prices.

Primary Target Audience Our primary target market is the middle and upper middle population of Karachi, people who are price sensitive yet convenience seekers.

Secondary Target Audience The secondary TA is the lower middle and upper class of the population. The only reason why the an affluent individual ends up paying more than what a less privileged individual does is because he does so for his convenience. But our website will not only offers convenience (e.g. avoidance of traffic jams), it offers convenience at the most affordable prices. For those parts of the segments where the population is not computer literate, we will provide a toll free number where they can call and place their orders.

Phase 1 Duration: 1 months objective: Product awareness (online sales in general) Phase 2 Duration: 3 months Objective: Brand Awareness and Trial Phase 3 Duration: 4 months Objective: Brand Recall and loyalty

Publicity stunt:
Veena malik will file a suit against Muhammad Asif claiming that Muhammad Asif had bought 8 cricket bats from an online sales website paying from Veena Maliks credit card. This scandal will be covered by the news media as usual. The advantage of this publicity stunt is that is will increase the receptivity of the audience, hence when the brand will be launched they will be more receptive and informed as to what an online sales website is actually.

Print Ads (quarter page size on 3rd page) Catalogues supplement in Newspapers TVC (humor appeal) OOH promotion (billboard) Search Engine Optimization (Digital marketing) Webisodes (5 min vdo on Youtube) KOISK (similar to mobilink Infinity)

Sms marketing (inexpensive) Pamphlets of comic strips (depicting sisuations where the business can help in improving their lives) Time checks on cable TV channels (high frequency for better recall) Setup photo studios in colleges and malls and then Facebook pictures with branded yet cool backgrounds. A goood quality pic wich ppl proudly set as background pic. (free marketing)