MISSION AND VISION STATEMENT
To sustain profitable growth by providing the best customer experience and dealer
support.
Pak Motors is also well known for implementing the concept of "kaizen", or "continuous
improvement
COMPANY OBJECTIVE
Our main objective is to provide the transportation means that
provides the customer the comfort and great traveling experience. Our
objective is also to survive in the market and to become quality share
leadership and maximize our profit.
SLOGAN
Drive In Style With Comfort
OBSERVATIONAL RESEARCH
• In this approach we observed the buying behavior of our
target market which is Pakistan. We see the buying
behavior of customers that how they would like to
purchase. Which type of methods they like while buying a
product. Weather they like our product or not.
SURVEY RESEARCH
In the survey research we interviewed so many people in our
target market.
We adopt different types of marketing strategies.
We put the Banners in different places in our market and also
We also adopt direct marketing approach in our market. We meet so many people
face to face and tell our tell customers about our products.
We arrange our stall from another group of section B of MBA IST. And we selected
the good place out side the building in open environment .we arrange the better and
clear environment for our customer which will fascinate our customer.
MAKETING MIX
Product
Price Promoti
Target consumers ons
Place
Marketing Mix
Marketing mix is the specific combination marketing elements that we
will used to achieve objectives and satisfy our target market. It
encompasses the decisions regarding four major variables:
• Product
• Price
• Place &
• Promotion
Now we will discuss our 4P’s turn-by-turn to show how we will set up
these to achieve our objectives according to our target market.
PRODUCT
Our product supera furniture, which is produce by the supera
company, is a shopping product, which can serve the customer and
meet their needs and wants. The furniture provides by us provide our
customer comfort and safety.
Our product presents a unique idea in furniture house. As there are
many competitors already exit in the market but the are only sole
proprietor and registered under Sarhad chamber of commerce and
industry and Federation of Pakistan chamber of commerce and
industry.
Our product is compete by other competitors present in market but we
create differentiation among them we provide a broader range in
furniture house. The product is available in different stuff like pine,
wood, beech, and maple. Silica dark, Walnut, and oak. We also offer
white, blue, and other different color furniture according to need and
want of our customer. We also offer customize product according to
need and want of customer.
TYPE OF PRODUCT
SHOPPING PRODUCT.
The product we offer is shopping product although the consumer
makes comparisons with other brands but we create differentiation
among other product in the same industry.
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CORE BENEFIT
SuperaFurnitur
The core benefit of our product is comfort and safety.
e
ACTUAL PRODUCT
Furniture is our actual product.
AUGMENTED PRODUCT
Our augmented product is as:
• Tool free number
• Website: www. Supera fur.net.pk
• 1 year polish warranty
SUPRA
PRODUCT FURNITURE LINE AND WIDTH
OF SUPERA
SUPERA Furniture
Desk Chairs Tables Draw filer Cupboard Bed
Modular Tables Computer Six Single door Single
Corner Rocking Dinning Five Double door Double
Low corner Garden Room Four Two pieces Pine
Flatter Dressing Safe locks Baby cot
Book rack Study
PRODUCT LIFE CYCLE
Super at present
Sales
Sale
and
s
Profits ($)
Profit
s
Time
Product Growt Declin
Introduction Maturity
Develop h e
ment
Losses/
Investments
We are in introduction stage our sales are very low but in near future
our sale bell goes up. We bear high per customer cost profit were no
where, customer are low competitors are in huge number.
• We have tried to maintain the standards in products for
customers satisfaction,
• Our focus is to satisfy the needs of our customers
• We have tried to give best to our customers, with the
help of our product.
PRODUCT FEATURES.
Features are as
• High quality low price as compared to our competitors.
• Durable
• Reliable
• Stylish
BRAND
Brand is a name, term, sign, symbols or design or combination of
them. Indented to identify the good and services of company and to
differentiate them from the competitors .the brand name while we
suggesting .we thing there are already brand that deal in globally
markets buts in Pakistan these will no such company who provide
furniture in different cities of Pakistan and online booking and selling.
Our locally competitor decent furniture but we create a brand supera
furniture means super A 1 furniture.
BRANDING DECISION
We decide a unique brand, which is not already exit in the market. We
make our product a quality product that our customer brand loyal. For
branding our company uses company trade name combined with
product name.
NEW BRAND
Our brand is totally a new brand in the market. The brand Supera
furniture means Super A-1 furniture
PACKAGING AND LABELING
The size of our product is big enough that it is difficult to pack, but in
case of computer table and TV trolley, dinning trolley they are pack
able. The company only labeled its brand and the wood used in it and
the life of that wood and from where it is bought
MODERN MARKETING CONCEPT
• Choose the Value;
We choose the value, which is to be provided
to our customers, to satisfy their needs and to save their cost and
time.
• Provide the Value;
We provided the value by facilitating them and
satisfying their needs through our product which will help to save their
cost and time.
• Communicate the Value;
Also we communicated these values
by creating awareness in the minds of customers by advertisement,
and by campaigns. Proverb maxim
PRICE
Price is an often overlooked marketing strategy, as many tend to focus
on promotions or advertising. Pricing strategies, however, can have a
large impact on sales and (more importantly) profit.
For clarification purposes, we are defining price as what your customer
pays and/or what the end consumer pays for a product or service. In
the case of products not sold directly to the end user, pricing is often
described as “wholesale” and “retail.” When the distribution channel is
long (such as when there is a manufacturer, broker/distributor, retailer,
and end consumer), multiple mark-ups can occur between the
wholesale and the retail price.
Our optimal pricing strategy will depend on more than your costs.
Forces within your business environment such as your competitors,
your suppliers, the availability of substitute products, and your
customers come into play as well. Positioning (how you want to be
perceived by your target audience) is also a consideration.
PRICING STRATEGY
There are a variety of pricing strategies in existence. Each strategy is
used in a different set of circumstances. Some of the things to consider
when choosing the best strategy for your situation are your costs; both
short term and long term sales and profit goals; competitors’ activities;
and customer lifetime value. While there are others, a few of the more
popular pricing strategies to consider are:
COST PLUS MARK-UP:
Here, we decide the profit you need to make before setting the price.
Figure out the costs and selling price is simply costs plus the pre-
determined profit number. This approach helps keep your profitability
top-of-mind, but may also result in prices that are out-of-line with
customer expectations and worth of your product or service.
MULTIPLE UNIT PRICINGS:
Also called quantity discount. The customer gets a lower price for
purchasing multiple units or large quantities.
Membership or trade discounting: Here, some customers (those that
you know are heavy or frequent purchasers) are given an elite status,
which gives them the privilege of a price discount on their purchases.
This elite status can be based on occupation, membership in an
organization, subscription status, or some other criteria.
BUNDLING:
Here, several items are sold together at a price less than if they were
purchased alone. By bundling a popular item with lesser-known
products, you can increase your sales.
Additionally, in the case of inventoried items, you may be able to avoid
Internal
Internal Factor
Factor
Marketing External
External Factor
Factor
Marketing
Objectives Nature
Nature of
of Market
Market
Objectives
and
and Demand
Demand
ION
CE
PRI
CIS
Marketing
Marketing Mix
DE
Mix
S
Strategy
Strategy Competition
Competition
Costs
Costs Economy
Economy
Organizational
Organizational
Consideration
Consideration
a closeout.
FACTOR AFFECTING PRICE DECISIONS
PRICE AND DE MAND:
When the demand of any product increases the price also increased
but we has the strategy that they would not increased there price
because they want to capture the market share.
So there price decision depends upon the external factors of the
market.
INTERNAL FACTORS AFFECTING THE PRICE OF
FURNITURE
MARKETING OBJECTIVES
To give high quality to customers.
To make the product superior and reachable.
To provide easy availability.
EFFECT ON PRODUCT:
As their aim is to give high quality to customers so they have to bear
high cost in providing the extra-ordinary advantages, which lead to
raising the cost of product. But making their product superior and
reachable solves this problem
SEGMENTATION:
LEVEL OF MARKET SEGMENTATION
The company uses the following level of segmentation as:
• Local
• Individual
Geographic segmentation
In segmenting geographically (urban areas, cities,), we segmented our product
by urban areas and, cities. By considering this particular segmentation we have
produced our product for every geographic area, and city to city.
Demographic segmentation
In demographic segmentation (family size, universities and income levels, left
handed etc.), we segmented our product not on the basis of gender and age.
Psychographics segmentation
• Life style our product is stylish and offer in different colors and
shade which show the life style.
• Sign of personality the product change the life style of the
consumer.
Target market
Our target market is as
• High level income
• Elite class
• Middle class
• Lower middle class
Our main aim is to provide our targeted consumer the high quality
product which will satisfied their needs and wants
PLACE
Place an important factor which helps company to generate maximum
revenues. It includes all the company’s activities which make the
product available in the market. Place is defined as making goods and
services available in the right quantity and locations when customer
wants them. Supera Furniture has defined its all types of distribution
channels on the basis of place decision both directly and indirectly.
Supera Furniture has decided that they will open their franchises and
outlets in all over the major cities of Pakistan and also decided to do
the business internationally. For this purpose Supera Furniture
authorized the dealers to open the outlets, display centers and
Franchises throughout the country and spread the network. The
company has also done the niche marketing for this purpose company
gives the authority to those dealers who give the guaranty to fulfill the
terms and conditions and to maintain the standard and image of the
Supera Furniture’s. The elite class can directly visits the Supera
Regional ware house or Franchise and place the order.
DISTRIBUTION CHANNELS:
Supera Furniture’s
Regional Warehouse
Franchise
Final consumer
NUMBER OF CHANNEL LEVEL:
Supera furniture’s use the direct as well indirect marketing channels
for their products and use the one intermediary’s level channel like
dealers to retain control or to reduce channel complexity. Franchises
have been established in the different big cities as well as villages of
Pakistan to convey their products and after sale services to final
consumer of furniture. As the Supera furniture are newly established
in the wood field so they want to cover the more and more areas and
capture the market in the shortest span of time. As the Suppro
furniture’s has the target in their mind to make the Furniture of export
quality and their slogan is “Enjoy comfort in style”
EXCLUSIVE DISTRIBUTION:
As the there are huge financially strong investors and competitors in
the Pakistani market and they are serving their customers from years
to years because of their quality products and after sales services are
more trustworthy in this regard Suppro Furniture has to maintain their
brand image and the Wood quality and also give the tough competition
to their rivals by introducing the more modern and sensational style
and design of furniture in the market with reliability. For this purpose
to maintain the quality Suppro Furniture do their business on the
concept of exclusive distribution. In this case it depends upon that how
much the particular area is congested. It would be the strategy and
agreement of Suppro Furniture and dealers or franchise owners of that
particular area that no any other dealer would allow to do or open
outlet in such territory just because to maintain the quality and
specification of design.
PROMOTION
COMMUNICATION MIX
ADVERTISIN SALES
G PROMOTIONS
DIRECT PUBLIC
MARKETING RELATIONS
PERSONAL
SELLING
Advertising
The primary objective of the advertisement is to create
awareness among the people towards the company’s
products and thus we will tell the customers about our
product through advertisements.
To fulfill the adverting objective of our product we are
planning to use different Medias such as:
• Electronic Media including TV.
• Internet ads
• Print media will include News Papers ad Magazine
Broacher & Billboard
Direct Marketing
We also communicate to our targeted customers by
sending mails and also solved their queries and sending all
possible information by fax.
Sales promotion:
We will use sales promotion tools as for the promotion of our
products in order to increase our market share and profits.
We will use;
• Cash Discount
• Quantity Discount
• Also lucky draws on yearly bases
• Furniture exhibition
Public Relations:
We also used the Public Relations tools to increase the sale
of our product such as:
• Seminars
• Sport different events
MAJOR PROMOTION:
We give ads in the well known magazines like:
• Aurora
• Dawn
• Family magazine
• Kiran Digest
• Shee
ADVERTISMENT OBJECTIVE:
• Informative Adv
• Persuasive Adv
• Comparison Adv
• Reminder Adv
SETTING ADVERTISMENT BUDGET:
The company decided to use its 5% of total sale for its Advertisement.
Distribution channels motivation strategy:
PULL STRATEGY:
Demand created by company
COMPANY REGIONA FRANCHIE CUSTOME
L WARE S R
HOUSE
Our local and global competitors
Local Competitors
• Decent Furniture
• Rawaj
• Falcon
• Diamond
• Maharaja
• Classic
Global Competitors
• Scandinavia
• Malibu
• Aviemore
• Woburn
Our local competitors are sole proprietors who are registered under
sarhad and federation of Pakistan chamber of commerce and industry.
We enter in the market to provide license to dealers and open our
outlets in whole Pakistan and provide the quality product according to
the need and want of our customer. The distribution is exclusive and
we target the all big cities of Pakistan.
SWOT ANALYSIS:
SWOT ANALYSIS is a method of studying the organizational resources
and capabilities to assess the firm’s strengths and weaknesses and
scanning its external environment to identify opportunities and
threats.
STRENGTHS:
• Hard working, skillful and committed employees are working with
this firm.
• Supera Furniture is able and in a position to stand in the strong
competitive environment.
• Their operational activities and manufacturing process is of
highly efficient.
• Their brand name is distinctive, extendable easy to remember
and meaningful.
• Their rates are comparatively less than other big names of this
field.
• The major strength is that we own our own forms.
• We also offer customized product.
WEAKNESSES:
• Our company is new in the market so hiring of skillful labor may
be a problem for company.
• Geographical coverage for newly born company is a difficult task
OPPORTUNITIES:
• Supera Furniture has the opportunity that the top quality of wood
is available in Pakistani forests.
• They can introduce the new designs, features and facilities for
their different types of customers like elite class, middle class
etc.
THREATS:
• Every new strategy and policies of the competitors would be the
threat for Supera Furniture.
• Lot of investment is required in this sector because the cost of
the raw wood and the transportation charges to bring the raw
material on operational plant is very high.
• Any change in government policy would be threat for our
company.
