Mkt Report

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MARKETING PLAN

E x e c u t i v e S u m m a r y

Ministry of Health states that each year between 20-25% of all children sustains aninjury that requires medical attention. Most new parents are very overwhelmed with

the birth of their child and it is easy to forget all the dangers that could be lurking

within the home that can harm ones baby.

Safe Beginnings can help prevent these injuries and dangers with our service. We will

go to the potential customer's home and install safety latches and catches, cover up

electrical sockets. We offer everything that you need to make your home baby safe.

From In-Home Consultations with our trained childproofing consultants to

Specialized Safety Products and Professional Same Day Installation, We work closely

with paediatricians and other childcare professionals to exchange ideas and discuss

safety issues. We ensure the highest level of satisfaction through our quality

workmanship, top-rated products and excellent customer service.

Safe Beginnings is preparing to launch its baby- proofing service in an infant market.

Renowned and mature competitors such as Baby Shop and Mother Care offer ready

to install products. A critical point of differentiation will be its interactive website

and the comfort the service provides to its customer.

The basic package of safe beginnings includes:

Installation of safety latches and catches. Covering up electrical sockets. In-Home Consultations with our trained childproofing consultants. Installing baby gates for stairs, doorways and entryways. Sliding safety plates and covers for standard outlets, child-safe nightlights,

power strip covers and electrical cord kits.

We are targeting newly made, single parents who are well educated with moderate

to high income who seek protection for their child when they are away. The

company aims to position itself as a high quality service provider & to earn from

sales of not less than PKR 100000 in the first year. In the second year the company

plans to earn a profit of not less than PKR 150000.

Our fist advertising objective is to aware the consumer service since it is one of its

kind. Secondly we have to convince the consumers enough to think of our product

as need rather than a privilege of elite.
http://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=stairshttp://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=openingshttp://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=entrywayhttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=182http://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=night%20lighthttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=565http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=189http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=189http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=565http://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=night%20lighthttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=182http://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=entrywayhttp://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=openingshttp://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=stairs

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CONTENTS Product Description ..................................................................................................Error! Bookmark not defined.

Marketing Plan ....................................................................................................................................................... 1

E x e c u t i v e S u m m a r y .............................................................................................................................. 1

C u r r e n t M a r k e t i n g S i t u a t i o n ........................................................................................................ 4

SWOT Analysis .................................................................................................................................................... 7

Strength ......................................................... ................................................................. ....................... 7

WEAKNESS............................................................................................................................................. 7

OPPOTTUNITIES .................................................................................................................................... 7

THREATS ........................................................ ................................................................. ....................... 7

O b j e c t i v e s a n d I s s u e s ........................................................................................................................ 8

M a r k e t i n g S t r a t e g y .............................................................................................................................. 9

Budgets............................................................................................................................................................. 11

Controls ............................................................................................................................................................ 11

Marketing Mix ...................................................................................................................................................... 12

Product ............................................................................................................................................................. 12

P r o d u c t D e s c r i p t i o n ...................................................................................................................... 12

Product Quality ....................................................... ................................................................. ..................... 14

Product Support Services: ............................................................................................................................ 14

Price .................................................................................................................................................................. 15

Promotion ........................................................ ................................................................. ................................ 16

Setting the total promotion Budget and Mix:............................................................................................. 16

Promotion Mix Strategies: ........................................................................................................................... 16

Advertising: .................................................................................................................................................. 16

P e r s o n a l S e l l i n g : ............................................................................................................................. 17Steps of personal selling process: ............................................................ ..................................................... 17

D i r e c t a n d O n l i n e M a r k e t i n g : ................................................................................................ 17

G r o w t h a n d B e n e f i t s o f D i r e c t M a r k e t i n g .......................................................... .......... 18

Place ................................................................................................................................................................. 19

Market Place and Customers ..................................................... ................................................................. .......... 20

Designing a customer driven marketing strategy ............................................................................................. 20

S e l e c t c u s t o m e r t o s e r v e .......................................................................................................... 20

C h o o s i n g a v a l u e p r o p o s i t i o n ................................................................................................ 20

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C u s t o m e r p e r c e i v e d v a l u e ........................................................................................................ 20

C u s t o m e r s a t i s f a c t i o n .................................................................................................................. 20

S t e p s i n s t r a t e g i c p l a n n i n g ..................................................................................................... 20

C U S T O M E R R E L A T I O N S H I P M A N A G E M E N T ...................................................................... 21

C R E A T I N G V A L U E F O R P R O D U C T ............................................................................................ 21

H O W T O A T T R A C T C U S T O M E R S ............................................................................................... 21

H O W T O R E T A I N L O Y A L C U S T O M E R S ................................................................................... 22

Market Segmentation: ....................................................... ................................................................. .......... 22

C o n s u m e r b u y e r b e h a v i o r ......................................................................................................... 22

C o n s u m e r m a r k e t ............................................................................................................................. 23

M o d e l o f c o n s u m e r b e h a v i o r .................................................................................................. 23

C h a r a c t e r i s t i c s a f f e c t i n g c o n s u m e r b e h a v i o u r ......................................................... 23T y p e s o f b u y i n g d e c i s i o n b e h a v i o r .................................................................................... 23

B u y e r d e c i s i o n p r o c e s s ............................................................................................................... 24

S t a g e s i n a d o p t i o n p r o c e s s ..................................................................................................... 24

I n d i v i d u a l d i f f e r e n c e s i n i n n o v a t i v e n e s s ..................................................................... 24

B u s i n e s s m a r k e t ............................................................................................................................... 24

B u s i n e s s b u y i n g p r o c e s s ............................................................................................................ 24

E p r o c u r e m e n t ................................................................................................................................... 25

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PRODUCT DESCRIPTION

Household injuries are one of the top reasons kids under age 3 visits the ER, and nearly 70%

of the children who die from unintentional injuries at home are 4 years old and under.

Young kids have the highest risk of being injured at home because that's where they spend

most of their time. The overall annual incidence of all unintentional injuries was 45.9 in

Karachi.

Most new parents are very overwhelmed with the birth of their child and it is easy to forget

all the dangers that could be lurking within the home that can harm ones baby. We can help

prevent these injuries and dangers with our service. We will go to the potential customer's

home and install safety latches and catches and cover up electrical sockets.

We offer everything that you need to make your home baby safe. From In-Home

Consultations with our trained childproofing consultants to Specialized Safety Products and

Professional Same Day Installation, We work closely with paediatricians and other childcare

professionals to exchange ideas and discuss safety issues. We ensure the highest level of

satisfaction through our quality workmanship, top-rated products and excellent customer

service.

And if installing a gate in your home has you stumped, you can email digital photos well

help solve your installation woes!

PR OD U C T OR I EN T ED ST A T EM EN T :

We make your home safer for your child.

MA RK E T O R I EN T ED ST A T EM EN T :

Our goal is to enrich the lives of caregivers through providing additional protection to theiryounger ones.

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C u r r e n t M a r k e t i n g S i t u a t i o n

Market Description

Safe Beginnings Market consists of parents looking for an option of protecting their

children while they can focus on other aspects of their life. The service provides

parents with the ease from watching their kids 24*7.

Product Review

Our basic Baby-Proofing Service offers the following standard features:

Installation of safety latches and catches. Covering up electrical sockets. In-Home Consultations with our trained childproofing consultants. Installing baby gates for stairs, doorways and entryways. Sliding safety plates and covers for standard outlets, child-safe nightlights,

power strip covers and electrical cord kits.

The target market are newly made, single parents who are well educated with

moderate to high income who seek protection for their child when they are away.

The company aims to position itself as a high quality service provider & to earn from

sales of not less than PKR 100000 in the first year. The service will start at a fixed

cost of PKR 10000 + additional cost of various products installed.

In the second year the company plans to earn a profit of not less than PKR 150000.

The service will be expanded into not just baby proofing houses but schools, day care

centers and play areas. Providing safety and fall prevention measures for senior

member of society and alteration of structures for handicapped persons would also

be a venue we would be venturing into.

Competition Review

Renowned and mature competitors such as Baby Shop and Mother Care offer ready

to install products. Also the local market is flooded with such products at much

cheaper price but with low quality.

However, Safe Beginnings can create a distinct image in the minds of target

customer because it offers these product but with professionally trained staff and

support service. A critical point of differentiation will be its interactive website and

the comfort the service provides to its customer.
http://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=stairshttp://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=openingshttp://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=entrywayhttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=182http://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=night%20lighthttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=565http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=189http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=189http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=565http://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=night%20lighthttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=182http://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=entrywayhttp://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=openingshttp://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=stairs

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Channels and Logistic Review

Since Safe Beginnings is in its infant stage, it would have a direct marketing channel

as the company would need to deal directly with the consumers. It would also be

working closely with pediatrician and child psychologists to gain a better knowledge

of its target customers.

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SWOT ANALYSIS

STRENGTH WEAKNESS OPPOTTUNITIES

THREATS

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O b j e c t i v e s a n d I s s u e s

FI R S T YEA R OBJEC T I V E:


sales of not less than PKR 100000.

SEC ON D YEA R OBJEC T I V E:

In the second year the company plans to earn a profit of not less than PKR 150000.

The service will be expanded into not just baby proofing houses but schools, day care

centers and play areas. Providing safety and fall prevention measures for senior

member of society and alteration of structures for handicapped persons would also

be a venue we would be venturing into.

IS S U E S:

The future success of our company depends upon our ability to create awareness in

the minds of our target customer. We will not only have to convenience the

customers that they need the product but position ourselves as the sole provider ofthe service.

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M a r k e t i n g S t r a t e g y

Safe Beginnings marketing strategy is mainly based on value based service. The

target market are newly made, single parents who are well educated with moderate

to high income who seek protection for their child when they are away. This

segment can be described geographically by Density (Urbanites) and

Demographically as Family Life Cycle (Married with children and single parents).

P O S I T I O N I N G

Using Dissonance-reducing consumer behavior, we would position our service as analternative to tedious task of being a parent watching your kid. Our Marketing

strategies will focus upon the comfort and ease that our service will provide to

parents with busy schedules.

P R O D U C T S T R A T E G Y

Our initial package will include the standard features of baby-proofing service. An

Interactive website will be launched that includes asking professional for advice and

support service for upgrading and maintenance. In the second year, the service will

be expanded to include schools, day care and play areas. Also we would venture into

modification of institution for handicapped person and safety measures for senior

citizen.

P R I C I N G S T R A T E G Y

The Initial package will be introduced at PKR 10000 plus the amount of different

safety products that are installed in the house. We will adopt value-based pricing -

which uses buyers perceptions of value, not the sellers cost, as the key to pricing.

Safe Beginnings is a highly valued service as it ensures the safety of our children at all

times.

D I S T R I B U T I O N S T R A T E G Y

Safe Beginnings will need to use administered VMS in which leadership is through

size and power of one or few dominant channel members. Since Safe Beginnings is a

service providing firm it will need an administrative authority in every department to

ensure absolute quality. Safe Beginnings will also well defined logistic system since it

will be importing its accessories. The warehouse will be located at Safe Beginnings

office. Also Safe Beginnings will control the task of inventory management andtransportation.

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M A R K E T I N G C O M M U N I C A T I O N S S T R A T E G Y

By integrating all the messages in all the media, we will create need about the

service. Our fist objective is to aware the consumer service since it is one of its kind.Secondly we have to convince the consumers enough to think of our product as need

rather than a privilege of elite. Therefore, advertising will be done on constant basis

to create constant awareness and position of image. The agency will coordinate

public relations effort with pediatrician and child psychologist to support the

positioning message. An interactive website will be launched to create a wider

customer base and to create awareness at various level.

M A R K E T I N G R E S E A R C H

Using Descriptive Research, we are identifying the specific features and benefits that

each of our segment of targeted customers value. Feedback from customers and

focus group will help us alter our service. Brand Awareness research will help us

determine the effectiveness and efficiency of our messages and media. Finally, we

will use customer satisfaction studies to estimate the market response.

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Budgets


sales of not less than PKR 1, 00,000 in the first year. Our basic package will cost us

PKR 8000 which will be sold at a sale price of PKR 10,000. Our first year fixed costs is

around PKR 50,000,000 with variable cost per package around PKR 5000. Based on

these assumptions, the break even calculation is:

Controls

We are planning tight control measures to closely monitor superior quality and

customer service satisfaction. This will enable us to react very quickly in correcting

any problems that may occur. Other early signs that will be monitored for signs of

deviation from the plan include monthly sales and monthly expenses. Given the

markets volatility, we are developing contingency plans to address fast moving

environmental changes such as new technologies and new competition. Weekly,

monthly or quarterly meetings or follow-up progress reports to monitor the progress

and assess whether the intended plan is being implanted to yield the desired results.

50000000 = 10000 packages

10000-5000

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MARKETING MIXPRODUCT

P r o d u c t D e s c r i p t i o n

Safe Beginnings helps prevent injuries and dangers with our service. We will go to

the potential customer's home and install safety latches and catches and cover up

electrical sockets. We offer everything that you need to make your home baby safe.

From In-Home Consultations with our trained childproofing consultants to

Specialized Safety Products and Professional Same Day Installation, We work closely

with paediatricians and other childcare professionals to exchange ideas and discusssafety issues. We ensure the highest level of satisfaction through our quality

workmanship, top-rated products and excellent customer service. We also install

child safety latches and locks for every room in your house, from refrigerator locks,

oven latches and stove knob covers for your kitchen to child safety locks for

bathroom drawers and medicine cabinets, door locks, toilet locks, even appliance

locks and latches for TVs, DVD players and stereos and file cabinets. For electrical

safety, we feature sliding safety plates and covers for standard and Dcor outlets,

child-safe nightlights, power strip covers and electrical cord kits.

And if installing a gate in your home has you stumped, you can email digital photos

well help solve your installation woes!

Mechanism

Conduct a comprehensive home safety evaluation.

Reveal potentially dangerous objects or conditions in your home --- many hidden

risks are often overlooked by new parents.

Encourage your questions on child safety.

Explain our findings and guide you in making practical and effective selections tomake your home safer.

Install the safety products and solutions you want for your baby and teach you how

to use them correctly.

Get it done quickly, professionally and as promised...most jobs are completed within

2-4 hours.
http://www.safebeginnings.com/Webcomponents/Catalog/Public/showsubcat.asp?cat=Childproofing&sub=Locks+and+Latcheshttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=167http://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=ovenhttp://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=stove%20knobhttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=694http://www.safebeginnings.com/Webcomponents/Catalog/Public/showsubcat.asp?cat=Childproofing&sub=Door+Safetyhttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=744http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=275http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=350http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=673http://www.safebeginnings.com/Webcomponents/Catalog/Public/showsubcat.asp?cat=Childproofing&sub=Electrical+Safetyhttp://www.safebeginnings.com/Webcomponents/Catalog/Public/showsubcat.asp?cat=Childproofing&sub=Electrical+Safetyhttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=182http://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=night%20lighthttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=565http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=189http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=189http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=565http://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=night%20lighthttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=182http://www.safebeginnings.com/Webcomponents/Catalog/Public/showsubcat.asp?cat=Childproofing&sub=Electrical+Safetyhttp://www.safebeginnings.com/Webcomponents/Catalog/Public/showsubcat.asp?cat=Childproofing&sub=Electrical+Safetyhttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=673http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=350http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=275http://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=744http://www.safebeginnings.com/Webcomponents/Catalog/Public/showsubcat.asp?cat=Childproofing&sub=Door+Safetyhttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=694http://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=stove%20knobhttp://www.safebeginnings.com/WebComponents/Catalog/Public/showsearch.asp?searchword=ovenhttp://www.safebeginnings.com/WebComponents/Catalog/Public/showproduct.asp?id=167http://www.safebeginnings.com/Webcomponents/Catalog/Public/showsubcat.asp?cat=Childproofing&sub=Locks+and+Latches

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We offer:

Gates: Metal, Wood, Fabric for stairs, doorways, framed openings, lofts, outdoor

decks, room dividers.

Plexiglas/Lexan for railings, balconies, terraces, decks, spiral staircases custom

designed.

Wire Management at desks, along walls, dangling/exposed wires.

Electronic/Equipment Guards.

Furniture Safety: anchoring bookcases, floor lamps, TVs, racks, table corner cushions,

edge cushion for metal furnishings, wraparound table protectors.Window Safety: guards, restrictors, cords.

Kitchen: interior safety latches, dishwasher/appliance locks, oven safety.

Bathroom: tub and toilet safety, hot water risers, tub cushions.

Electrical Protection: outlets, power strips.

Doors: latches, closers, finger guards, stoppers, lever locks.

Fireplaces: hearth protection, glass doors.

Even solutions if you have dogs and cats.

V A L U E P R O P O S I T I O N : Safe Beginnings will provide you an opportunity to grow

And play without injuring himself. The service provides parents with the ease

From watching their kids 24*7.

L E V E L O F P R O D U C T S

Product Support Services

Replacement of faulty devices Website with

Customer

Support services

Quality Level High

Features Stair Gates

Locks and Latches for

Doors and Windows Core Customer Value

Protecting Your Child

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Type of the Product: Unsought /Unheard of

PRODUCT QUALITY : High Quality with Total Quality Management

PRODUCT SUPPORT SER VICES :

Website dedicated to help customers install products If customers are unable to install products they can send the pictures and our customer support

officer will help them out.

Virtual homes that help customers realize potential dangerous areas. Home support service to help the customer install our products

Product Mix

Child Proofing

Safety Latches

Locks

Stair Gates

Senior Fall Protection

RampsStair Gates

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PRICE

The price of Safe Beginnings basic package is Rs.10000 plus the amount of different safety products that are

installed in the house. We will adopt value-based pricing -which uses buyers perceptions of value, not the

sellers cost, as the key to pricing. Safe Beginnings is a highly valued service as it ensures the safety of our

children at all times.

To increase our pricing power, we adopt value-added pricing strategies. Rather than lowering prices, we add

value-added features and services to differentiate our offering and thus maintain higher prices.

Due to no competition we have a monopoly in Pakistani market .We have private unregulated monopoly.

Economic conditions like inflation are also taken into consideration while setting up the price

We will use captive-product pricing as our service would be the main product and the products we will install

will be the captive products, without which one cannot avail the benefits of our service.

Dynamic Pricing will be used to keep up-to-date to market and meet the demands of consumer on constant

basis.

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PROMOTION

Safe Beginnings promotional objective would be to spread awareness about the service

among parents and interact with potential users. The five major tools used for promotional

purpose would be:

Advertising: This would be done through brochures, magazines, and websites such as facebook and twitter to aware final users.

Sales Promotion: By giving discounts and offering special rates to our valued buyers. Public relation: We would be working closely with Pediatricians and child psychologists to

encourage the target consumers to use our product.

Personal selling: By directly talking with parents who could be our potential buyers andbuilding a good customer relationship.

Direct Marketing: Directly marketing the selected parents through website to get theirresponse and cultivating lasting costumer relationship.

Setting the total promotion Budget and Mix:

The Promotional Budget will be based on Objective and Task Method where specific promotional objectives

will be defined, the tasks and their cost will be estimated.

Promotion Mix Strategies:

Pull Strategies will be used to introduce the product to the consumers and all the promotional activities will be

used to induce the consumers into buying the product.

Advertising:

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P e r s o n a l S e l l i n g :

As our company sells service line to one customer in many locations, in that case company

would use territorial sales force structure . In it each salesperson is assigned to an exclusive

geographic area and sells the companys full line of services to all customers in that

territory.

STEPS OF PERSONAL SELLING PROCESS :

Several steps salesperson must follow when selling:

a) PROSPECTING AND QUALIFYING: Prospecting is identifying qualified potential customers.Approaching the right potential customers is crucial to selling success.

b) PRE-APPROACH: To learn as much as possible about the prospective customers, that istechnicians, before making a sales call.

c) APPROACH: In approach sales person meets the costumer for the first time. Sales personsappearance, opening lines and follow up remarks should be considered carefully.

d) PRESENTATION AND DEMONSTRATION : Here salesperson tells the service story to thebuyer highlighting the costumers benefits and shows how product solves costumers

problems.e) HANDLING OBJECTIONS : The step in which salesperson seeks out, clarifies and overcomes

costumer objection to buying. The approach here should be positive.

f) CLOSING : The step in which salesperson asks the costumers for an order. It should behandled very carefully and skillfully.

g) FOLLOW-UP: The last step of the selling process in which the sales person follows up afterthe sale to customer satisfaction.

D i r e c t a n d O n l i n e M a r k e t i n g :

Advertising Objective

Informative AdvertisingBudget Decision

Affordable Approach

Message Decision

Message Execution styleTechnical Expertise

Media Decision

Media Type: Posters,Magazines, Family

channels

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Connecting directly with carefully targeted individual consumers to both obtain animmediate response and cultivate lasting customer relationships. For this we will send flyers

to hospitals where there are new born, children coming in for vaccinations, to treat injuries

between the ages of 0 to 6 years.

Setup model rooms: There will be dummy homes to demonstrate our product to theparents which are our carefully targeted consumers.

Invite for demonstration and meeting other parents share experiences of raising kids/share concerns

More cost per contact but effectives of advertising per contact also increases drastically.

G r o w t h a n d B e n e f i t s o f D i r e c t M a r k e t i n g

Benefits to buyersThe parents can see for themselves how our product will help their babies stay safe in their

own homes.

Benefits to SellersSchools and daycares centers can also make their facilities safe using our product.

Customer DatabaseAn organized collection of comprehensive data about individual customers or prospects ,

including geographic, demographic , psychographic and behavioral data. These include

hospitals, daycares centers, schools and baby shops.

Forms of Direct Marketing:

Direct Mail Marketing -- Coupons and flyers will be circulated to all the targeted customers. Catalogue Marketing: Kiosks Online Develop interactive website daily tips / health tips etc Face book page with games and prizes Viral marketing Word of mouth

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PLACE

Safe Beginnings will need to use administered VMS in which leadership is through size and

power of one or few dominant channel members. Since Safe Beginnings is a service

providing firm it will need an administrative authority in every department to ensure

absolute quality. Safe Beginnings will also well defined logistic system since it will be

importing its accessories. The warehouse will be located at Safe Beginnings office. Also Safe

Beginnings will control the task of inventory management and transportation.

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MARKET PLACE AND CUSTOMERS

DESIGNING A CUSTOMER DRIVEN MARKETING STRATEGY

S e l e c t c u s t o m e r t o s e r v e

The target market are newly made, single parents who are well educated with moderate to

high income who seek protection for their child when they are away. This segment can be

described geographically by Density (Urbanites) and Demographically as Family Life Cycle

(Married with children and single parents).

C h o o s i n g a v a l u e p r o p o s i t i o n

Value Proposition of our service is the protecting your child while you focus your attention

on other prospects of your life.

C u s t o m e r p e r c e i v e d v a l u e

We give our customers value in return of money. Here customer perceived value is high.

C u s t o m e r s a t i s f a c t i o n

We ensure the highest level of satisfaction through our quality workmanship, top related

products, & excellent customer service. We offer the best selection of baby proofing

products with experienced customer service to answer your queries about our products

&their installation.

S t e p s i n s t r a t e g i c p l a n n i n g

Mission

Goal & objective

To give a safe & secure lifestyle to youngster

To introduce the concept of safer homes inPakistan to avoid injuries and death due to

unintentional injuries

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C U S T O M E R R E L A T I O N S H I P M A N A G E M E N T

Customer relationship management (CRM) is methods that companies use to interact with

customers. It is the combination of policies, processes, and strategies implemented by an

organization to unify its customer interactions and provide a means to track customer

information. It involves the use of technology in attracting new and profitable customers,

while forming tighter bonds with existing on.

Safe Beginnings is one of a kind service offered in Pakistan. It not only caters directly to the

needs of its customer but provide them with an opportunity to enjoy a higher standard of

living along with the pleasures of being a parent.

C R E A T I N G V A L U E F O R P R O D U C T

In order to create value of our product in consumer mind we need to make our product;

1. Distinctive (from the competition)2. Motivating (to customers and other stakeholders)3. Credible (rooted in the truth)4. Enduring (with a good "fit" to market trends)5. Strategic (in line with your business objectives)

H O W T O A T T R A C T C U S T O M E R S

The success of our business relies greatly on our ability to attract a steady stream of

customers. If Safe Beginnings wants to attract new customers, they have to identify a

specific demographic group that will have the interest to buy their products or services.

Moreover, for our product we can attract customers through an ample of ways:

Launch a Web site. Web sites provide your company with worldwide exposure and give yourcustomers convenient access to your services and products.

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Monitor the quality of your services and products constantly. Satisfied customers whospread the word about your business are the best source of new customers. Pay attention

to pricing, customer service, product availability and prompt delivery.

Explore various types of traditional advertising methods such as classified ads, yellow pageads, television and radio spots, and display ads in magazines and on other Web sites. Gowith what meets your budget and best reaches your target group.

Maintain a visible presence within your industry. Participate in trade shows, attendcommunity events and offer to speak on your area of expertise at seminars

H O W T O R E T A I N L O Y A L C U S T O M E R S

Many businesses only see loyal customers as profit which is a downfall. These businesses

lose out in the end because they will eventually ditch them from poor services to outdated

deals. The worst kind of thing a business can do is to neglect their loyal base while giving the

best deals to only their new customers. Some methods to keep loyalty intact:

Give your Loyal Customers a Better Deal Reward your Loyal Customers Build an Online Community for your Loyal Customers

MARKET SEG M EN T A T IO N:

The Market segmentation for Safe Beginnings is newly made parents and single parents

earning moderate to high income.

Geographic

Density Urban

DemographicFamily Size 3-4

Family Life Cycle Married with Children & Single Parents

Income High Income

Education Literate people with high education

Psychographic

Social Class Upper Middle, Lower upper and Upper upper

Lifestyle Strivers and achievers

Behavioural

Readiness Stage Unawareness

C o n s u m e r b u y e r b e h a v i o r

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The children will use the product but the final buyers are the parents. So they are addressed

to buy it for their children.

C o n s u m e r m a r k e t

New parents, single parents, working parents and people with toddlers and senior citizens in

the house.

M o d e l o f c o n s u m e r b e h a v i o r

People identify this need when they are informed about it. Then they go through the

decision process by determining what characteristics they require. Finally they respond by

buying the product according to their attitudes and preferences.

C h a r a c t e r i s t i c s a f f e c t i n g c o n s u m e r b e h a v i o u r

Social class

Higher income class as they can afford the product.

Culture

Although there are a number of day care centres mushrooming, a large number of parents

still prefer to leave the kids at their homes with their grandparents.

Age and life cycle

This is the stage of individuals growing up and getting married and thinking about families.

Also the couples who just have a new addition to the family.

Economic situation

A drawback of the product would be the economic situation we are in: recession. It might

hinder the sales of this service as it is an additional expense.

Learning

Informing people about the product and giving them trials will definitely change their

behavior arising from experience.

Beliefs and attitudes

It should change perceptions that people have regarding such products and services. They

are not aware of it and surely dont know how important it is. If they are provided with the

safety precautions beforehand it will reduce a lot of risks thereby creating a favorable

attitude in the minds of consumers.

T y p e s o f b u y i n g d e c i s i o n b e h a v i o r

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Buying this product involves high involvement by the buyer. There is little difference

between brands as not many offer these services.

B u y e r d e c i s i o n p r o c e s s

Need recognition

Parents recognize the need of safety for kids once they are aware of it for example when

they see ads, read about it etc.

Information research

The parents are aroused to search for info so that they can get the best possible product for

their kids.

Evaluation of alternatives

They may think that they can do it themselves for their kids but not having complete

knowledge about it they would approach a professional.

Purchase decision

They will buy the product of the most preferred brand.

Post purchase behavior

Parents will take further action after purchase. They will be satisfied once they know their

children are safe due to the product.

S t a g e s i n a d o p t i o n p r o c e s s

Awareness: mostly people lack info regarding such products.

Interest: once you provide info they become interested to know more about it.

Evaluation: they think whether purchasing it will benefit them or not. Surely every parent

wants their kids to be safe.

Trial: a small scale trial of the product prepares them to buy it or not.

Adoption: they finally adopt it for regular and full use of the product for their kids.

I n d i v i d u a l d i f f e r e n c e s i n i n n o v a t i v e n e s s

Innovators will adopt this product firstly. These are the people who are adventuresome and

want to try this for making sure their kids are secure.

B u s i n e s s m a r k e t

Schools for early education and day care centers

B u s i n e s s b u y i n g p r o c e s s

Problem recognition

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These institutions recognize that parents trust them to take care of their child so child safety

is their first preference. They want to make their place as safe and secure as possible.

General need description

They describe the general characteristics and quantity of needed item.

Product specification

The best technical product characteristics for a needed item are decided.

Supplier search

The buyer tries to find the best vendors.

Proposal solicitation

Qualified suppliers to submit proposals are invited.

Supplier selection

Reviewing of proposals and supplier selection is carried out.

Order routine specification

The business tells supplier the final order to be purchased along with the technical

specifications, quantity, time of delivery and warrantees.

Performance review

Performance of the supplier is assessed and buyer decides to continue, modify or drop the

arrangement.

E p r o c u r e m e n t

Through our website complete info can be obtained by customers and the purchase made

online without any hassles!

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PRODUCTLIFE-CYCLESTRATEGIES

The product life-cycle (PLC) concept tells us the course of the products sales and profits over

its lifetime. It involves 5 stages:

1. Product development begins when a company develops a new product idea. During thisperiod sales are zero.

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2. Introduction stage is a period of slow sales growth as the product is introduced in themarket. Profits are nonexistent at this level.

3. Growth is the period of rapid market acceptance and increasing profits.4. Maturity is the stage of slowdown in sales growth as the product has achieved acceptance

by most potential buyers. Profits level off or decline.5. Decline is the final stage when sales fall off and profits drop.

Applying the PLC concept we can say that the returns will be positive during the concept

development stage as there is no similar type of product available in the market.

Moreover, the introduction phase will also yield low sales and profit levels as the product

has just been introduced in the market and it will take time and awareness for sales to pick-

up, which happens in the Growth stage.

High sales and profits are expected in the growth stage as the product would become well

known and will capture a great market share.

Maturity is the peak stage, here the product has either reached its level of acceptance or

there is a lot of competition in the market due to new firms coming in this field Safe

Beginnings maturity stage is considered or expected to be a short one because surely new

firms will try to capture the market.

We keep in mind decline of our product, even if it is as innovative as Safe Beginnings. There

can be numerous factors that may contribute to its decline.

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PRODUCT DEVELOPMENT

Why introduce a new product? The simple answer is either to diversify, to gain a greater

market share, to fill a market gap or to cater to the changes that are taking place in the

marketing environment.

We basically got the idea for Safe Beginnings idea generation from an external source

since we originally had no company. The idea was realized after analyzing the needs of

modern working Pakistani parents.

Since there were no brainstorming sessions and this was the single idea we had, so there

was no idea screening which is basically used to select a few good ideas among many.

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Safe Beginnings is an entirely new product which is being introduced in the market and

therefore carries high risks. For concept testing we will carry a consumer survey to get a

feedback about their reactions towards the product idea. Advantages of the product would

be inculcated on potential customers. After hearing the publics view of this service a

business analysis would be done to see how much potential the business has.

If the feedback we get is mostly favorable and majority of the people say that they would

prefer having a baby proofing service, then the product concept would move into product

development where the product would be developed.

It will be important to know before entering the market fully that how many messages are

received, how quickly messages got through, how rapidly the appointments with different

retailers were obtained and customers were timely informed, and how many customers

were satisfied with the whole system. Since Safe Beginnings is also an online service which

we are initially launching in Pakistan only, we would also use a Controlled Test Market on it.

We would choose a small number of cities in Pakistan. Initially we would advertise only for

those cities and see how people respond to the idea of taking the new product, how many

people actually use the product and what their satisfaction levels are. We would ask for

their feedbacks, and what according to them are the strong as well as weak points. This

would help us to recognize the product problems and improve the product to provide a

greater customer value.

In order to maximize customer satisfaction we would use both a customer-centred new-

product development as well as a team-based new-product development. Our aim would

be to make sure that people get products easily from the accessible outlets conveniently

and without wasting their precious times. Our team of website and database developers

and the staff would work in coherence with each other and with the retailers and outlet

staff to provide customer satisfaction and serve all our customers in the best way possible.

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CONCLUSION

Safe Beginnings is being introduced to avoid the death of infants and toddlers. The aim of

this service is to avoid accident by taking simple measures in ones house. By introducing this

service in Pakistan, we ensure not only a safer future to our future generation but also a

raised standard of living.

Our Marketing efforts will be aimed at informing and creating awareness of this service

since it is unheard of and a relatively new concept. We aim to capture most of our target

market and also maintain an good, loyal customer base in long run.

Documents

Mkt Report