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TABLE OF CONTENTS

1. ACKNOWLEDGEMENTS…………………………………………1

2. INTRODUCTION…………………………………………………….2

3. MISSION AND VISION……………………………………………3

4. EXECUTIVE SUMMARY…………………………………………4

5. BUSINESS OVERVIEW .………………………………………..5

6. WHY AFTERGLOW? …………………………………………….6

7. MARKET DESCRIPTION. ………………………………………7

8. ABOUT THE SERVICES……………………………………….8-9

9. COMPETITIVE REVIEW AND

DISTRIBUTION REVIEW………………………………….10-11

10. SWOT ANALYSIS…………………………………………..12-13

11. OBJECTIVES………………………………………………….14

12. MARKETING RESEARCH AND STRATEGY………15-16

13. MARKETING ORGANIZATION………………………….17

14. BUDGET……………………………………………………….18-19

15. MARKETING PLAN A SUCCESS OR FAILURE.......20


ACKNOWLEDGEMENT

In the name of Allah, the most beneficent and merciful.


This report is a term project of my course Introduction to
Marketing. I would like to thank Ms. Amber Raza who is
the instructor of this course for supporting me while I
was working on this report. I also want to thank Mr.
Faizan Sheikh who is a student of BS in PAF-KIET and a
marvelous C.G artist, for designing the logo of
AFTERGLOW.
INTRODUCTION

NGOs are non-government organization which works for the


rehabilitation and social welfare of the poor and marginalized who are
unable to survive in the society without an aid or assistance. NGOs are
non profitable firm that tries to figure out the negligible predicament
which is a major setback for any nation in there development.
Non-government organizations have existed in Pakistan since
independence in 1947. The number of this type of organization
remained static for some 30 years but has mushroomed in the 1980’s
and 1990’s. There are five laws under which NGOs in Pakistan
operate.

1. The social registration act of 1860 includes professional, cultural


and educational bodies.

2. The trust act of 1882, legal covers for the private act of public
charity.

3. Cooperative societies act of 1952.

4. The voluntary social welfare ordinance of 1961, regulate and


assist the development.

5. The companies’ ordinance of 1984 allows the NGOs to setup as


non profit companies.
MISSION AND VISION

Afterglow has one strong mission to make people self-assured


spiritually, to become dependable upon themselves rather than
begging and asking for someone’s help. Afterglow has three main
goals on which it will work perpetually.

• Welfare of the people and all the things related to make a life
better.

• Tracking their mind to work positively in any circumstances


rather than depending upon others.

• Make people self dependent enough that they can help


themselves and also work for the betterment of the society.
EXECUTIVE SUMMARY

Afterglow is a non profitable company which has launched itself in


the market of non-government organization. Though it is very
tough to compete with the leading NGOs of the country like EDHI,
AKF, Red Crescent, and HREP and so on, we can still enter the
market with assurance because we are providing a unique and
several positions of areas where afterglow can work for the welfare
purpose at a time. We are targeting almost every segment in the
consumer and business market through which they can give or take
advantage of the opportunities like workshops for the needy people,
events for the street children, food and shelter, schools and various
institutions and etc.

The exclusive and a new-fangled idea for making this marketing


plan a success is that we will be helping only those who want to
learn and earn something more then depending upon charity unlike
other welfare associations do. This will not only help our
organization getting more funds but can also penetrate the market
easily. NGOs become active in specific circumstances or work
effectively for specific time period but AFTERGLOW will work
24X7 in all the targeted areas efficiently and effectively. That‘s why
we state

“HELP YOUR SELF AND WE WILL HELP YOU”


BUSINESS OVERVIEW

Afterglow is headquartered in Karachi, Pakistan since Feb. 2010,


provides a welfare services to the poor and deprived people of the
nation by awakening self-esteem in them through funds and programs
which afterglow is planning to organize for the needy peoples and not
letting their minds to divert into wrong activities like begging and
criminal activities. Afterglow is bringing a fresh and innovative
approach to welfare services acting as liaison between the needs and
the needy. Our goal is to make thinking of the people cognitive, so that
they must know how to control or get rid of the unfavorable condition,
we are there just to help them in their way, because for us everyone
has a right to live with freedom.

Unlike other NGOs AFTERGLOW is not working in specific areas or


for a specific time period but afterglow will be on the go for the
wellbeing of the people but not wait for a catastrophe to occur, and for
this purpose. We are starting this service with our target on the
families whose earners are in prison by helping the person but not the
family, through arranging a workshop within prison so that when they
get bailed, they can start living by earning on their skills and if they
are unable to get job anywhere so we will provide them jobs. Though
we have enough strong competitors in the market that could be a
great risk for our marketing plan but innovation always has the power
especially when it is about the betterment of the society. The cost for
the workshop is worth around Rs. 5,000/- per session and per school
will cost only Rs 5,000 /-. Through this plan we can penetrate the
market easily due to its new approach towards a unique market.
WHY AFTERGLOW

Afterglow founded around a month back by four students with a fresh


mind in service market, now entering this market with different sort
of welfare and social service ideas. NGO’s and welfare trusts are
rapidly growing now a day, as mentioned earlier that almost every
business individually or within the business is up to providing social
services to the society. According to some statistics, because of this
current situation of recession, the market of these types of
organization will grow more than 65% in the next five years. Though
this industry does not have intense competition between the existing
firms but it is all about raising funds more than other NGOs. Here
pricing does not require any diplomatic strategy but we have also
prepared a technique by which will be able to get more and more
funds because our work is on day to day welfare. There is no concept
of sales here but annual funds collected by this market are 35-40
billion dollars.

To penetrate and stay in the market for a longer time, afterglow has to
work first on those areas which are usually not covered or focused by
other NGOs or no such action has been taken before on these areas as
we will be doing it so.
MARKET DESCPRITION

As NGOs have no specific target market, but we have done a


segmentation for the fund raising and for this purpose we have
targeted small business industries who wants to come up and lead the
market of their specific industry and donations from that business
could reduce the taxes of their businesses. This strategy is for the
initial fund collection for our first two projects. As far as the long term
plans are concerned, we will be targeting not only the businesses but
also wealthy families not only for the donations but also give their
time to help us out morally and practically by taking part in our
different projects.

EFFECTIVE TARGET MARKET FOR


FUNDS/DONATIONS

50%
45%
40%
35%
SMALL
30%
BUSINESSES
25%
20% CONUMER
15% MARKET
10%
5%
0%
ABOUT THE SERVICES
As stated earlier that afterglow is working in almost ten different
areas that are
• Children rights

• Women rights

• Natural disasters

• Blood and organ Donation

• Welfare homes and rehabilitation centers

• Old native rights

• Population oriented

• Animals and nature

• Drugs and narcotics

• Workshops for prisoners.

Since afterglow is working for the welfare of the prisoners so that they
can again start their life in a positive direction, our first project is
WORKSHOP FOR PRISONERS which is also working as an initial
promotional activity for our NGO, to get more funds. In this
workshop, we will be providing

• Islamic Teachings.

• Rehabilitations for prisoners.

• Teachings about Etiquettes.

• Interpersonal skills training.

• Areas of interest where a person has potential to work.

• After all this, providing employment as per their skills.

First year fund raising are projected to be Rs. 1, 20,000/- based on Rs.
100/- donated by each business and we have targeted almost 100
businesses, after the successful running of this workshop, we will start
schools in different rural areas of Karachi but the medium for
donations remains the same. With this financial aid, we will also
provide a list of things will be needed for setting up schools, and it is
mentioned below. For the second year we will be working on projects
for the women rights and also work on the current projects with high
involvement of everyone in the market for the donations.
COMPETITIVE AND DISTRIBUTION
REVIEW

COMPETITIVE REVIEW:

The emergence of new NGO which is working in several areas, has


pressured other welfare services to work constantly, however, as
stated earlier, there is no high competition for afterglow in the
market, due to its innovative idea of focusing those people who just
need a platform to become stable in the society, but still the Major
competitors of afterglow are

• EDHI FOUNDATION:
Working for the welfare and benefits of mankind for more than
25 years and also has its roots overseas.

• AGA KHAN FOUNATION:


It is basically a community based NGO, which is mainly
working for the Ismaili community, yet also some percent of its
fund, is used for the development of the different localities.
• RED CRESENT:
One of a community based organization for the benefit of
Christian community, established and head quartered in United
Kingdom.

• HUMAN RIGHTS EDUCATION PROGRAM (HREP):


There focus is mainly on educational institutions for the
awareness of every individual’s rights.

Despite of this strong competition, Afterglow can carve out a


definite image and gain recognition in the market. Moreover,
we are starting from grass root level which is an appealing
alternative for the market to support our organization.
DISTRIBUTION REVIEW

Since afterglow comes in the circle of social services and the


markets which we have targeted are small business companies,
so we will be asking for donations, and they will also work as
distributors of our services but a questions arises which small
businesses can be effective enough for distribution. The most
important channels being focused for distribution are:

• REAL STATE BUSINESSES

• TRANSPORT SERVICES

• SHOPPING MALLS.

• PRIVATE SCHOOLS AND OTHER INSITUTIONS.

• LOCAL COMPANIES.
SWOT ANALYSIS
AFTERGLOW has several powerful strengths on which to grow but
our major weaknesses are awareness about our services and
resemblance with the goals of all other NGOs. The major opportunity
is demand for such type of organization because of increment in
poverty rate due to recession, and the threat of higher competition
and facing controversies regarding funds, plans and its
implementation.

STRENTHGS:

Afterglow can grow on three important strengths

1. Pioneering concept for the wellbeing of society.

2. Innovative plans for providing services.

3. Donation price has to Rs. 1-100 /- not above that which is


unique pricing strategy.

WEAKNESSES:

However afterglow is not the only NGO who is working in the above
mentioned areas, nonetheless we have two basic weaknesses

1. Lack of awareness of our organization.


2. Semblance with the goals of other organization.

OPPORTUNITIES:

Two advantages can be taken by afterglow from the market that


are:

1. Need of such organization due to current economical condition.

2. Targeted segment of market which will help our organization to


grow.

THREATS:

We face three main threats at the introduction of our services.

1. Higher competition that can get more funds.

2. Facing controversies regarding funds, plans and its


implementation.

3. Proper implementation of plans.


OBJECTIVES

Afterglow has set an effective and achievable objectives for the first 6
months, first and second year of market entry.

SIX MONTHS OBJECTIVE:

We will be focusing on at least 10% share of the welfare services


industry, by targeting at least 100 small businesses for the workshops
arranged within the jails and the equipments required for it.

FIRST YEAR OBJECTIVE:

We will be continuing the same project of workshop adding up 50


schools in the rural areas of Karachi for children to achieve 25% of
market share.

SECOND YEAR OBJECTIVE:

After successful conduction of last two projects, we will now focus on


women rights in the same areas where we have built the schools
predicting market share of 30% for the funds.
MARKETING RESEARCH
AND
MARKETING STRATEGY

MARKETING RESEARCH

AFTERGLOW is identifying the specific features and benefits that our


donors of targeted market must value. Asking for new areas where we
can provide our services, getting new ideas from them for working
more effectively, arranging conferences and seminars where we can
get feedbacks.

Organizing awareness programs and analyzing that how we can help


them more effectively. Satisfaction of consumers should be considered
after the research.

MARKETING STRATEGY

As afterglow is working for the benefits of the society, our primary


consumers which we have selected are Prisoners in jail and rural area
children, and for this purpose as stated earlier we have targeted small
business companies for their development.
Our secondary consumers are semi-students who study and work at a
time, so this could be more socializing enough for them usually for the
ages between (20-40 years).

As far as afterglow’s price, promotion, place and product is concerned


all these are mentioned below:

Price: donors will pay the amount between 1-100 rupees and as our
primary target market is small business industries so we will be
providing the list for the material needed for schools and workshops.

Promotion: for promotion, we will be conducting a seminar or


conference where we will invite all the socialites and also the people
from other NGOs, by arranging different exhibitions of the stuff made
by people of our organization, in shopping malls and other areas.

Product: we are providing our services in Children right, Women


rights, Natural disasters, Blood and organ Donation, Welfare homes
and rehabilitation centers, Old native rights, Population oriented,
Animals and nature, Drugs and narcotics, Workshops for prisoners.

Place: Afterglow will work for at least a year within Karachi, after a
year it will be covering all the rural areas between Karachi and
Hyderabad.
MARKETING ORGANIZATION
OF
AFTERGLOW

MARKETING HEAD

PROMOTION MANAGER
endowment MANAGER ADVERTISING MANAGER
BUDGET FOR THE FIRST YEAR

MONTHLY BUDGET
TARGET DONATION FUNDS FOR FUNDS TOTAL
MARKET PER WORKSHO FOR THE COLLE
BUSINESS/ P FOR RURAL CTION
INDIVIDUA PRISONERS AREA (IN
L (IN SCHOOL RUPEE
(IN RUPEES) S (IN S)
RUPEES) RUPEES)
SMALL 100 50 50 1, 20,
BUSINESSES 000
(PRIMANY
TARGET)
SEMI- 1-100 0.50-50 0.50-50 1,200-
STUDENTS 1,20,000
(SECONDAR
Y TARGET)
YEARLY BUDGET
OF
AFTERGLOW

EXPENSE EXPENS MONTHLY MONTHLY TOTAL


OF EACH E OF FUND FUND COLLECTIO
WORKSHO EACH COLLECTIO COLLECTIO N
P SCHOOL N N
(WORKSHO (SCHOOLS)
P)
Rs. 5000/- Rs.5000/- Rs. 10,000/- Rs. 1,200- Rs.2,40,000/-
Rs.10,000/-
MARKETING PLAN A SUCCESS OR
FAILURE

AFTERGLOW has entered the market where every organization has


usually common goals, almost same target market but its marketing
plan and implementation differs one NGO from another. However
marketing plan has to be a success because it only leads any
organizational target to success. Since afterglow is new in the market
so it has proposed its marketing plan, which is a success due to its
strategic planning about the target market, its limited promotion only
in the concerned market, new and innovative ideas for the welfare of
the people, its unique style of implementation and proper pricing for
funds and donations, but a risk is also present due to strong and high
awareness of the strong NGOs and people’s awareness and loyalty for
their organization.