TABLE CONTENT

I. Executive Summary
II. SWOT Analysis
III. Industry Analysis
IV. Competitor Analysis
V. Marketing Research
VI. Marketing Goals
VII. Marketing Objective
VIII. Value Proposition
IX. Target Market
X. Marketing Strategy
XI. Financial Budgeting
EXECUTIVE SUMMARY:

This report is about the marketing plan of our service “SERVOSOFT”.

Servosoft tells the location and details of each and every shop which
is allocated in the area from places a big as malls to places as small as
mobile recharge store. People usually get stuck finding shops in
different areas because they’re not aware of each and every area. This
application will give entire information regarding shops, tuition
centers, bakeries, and their products to keep saving customer’s time
and respond within a decent time frame. The purpose of this service is
to come up with innovative idea in the market to make people’s lives
a lot easier. People who register for this app will also benefit heavily
as this will aid their sales and promote their shop or products.
SWOT ANALYSIS:

STRENGHT:
Servosoft is a highly capable software because it will guide customer
about service, items, their pricing, timings of the shop and as well as
their promotion events to avail discounts through Servosoft. It will also
feature an about section that will educate the customers regarding the
owners with a rating. There are less competitors of Servosoft in the
market. We are able to understand what the customers want. We will
be able to provide the best service according to their needs.

WEAKNESS:
Lack of awareness of the service in the market because we are entering
without any brand awareness.
It would be slightly difficult educate the customers about this service
as it is fairly new and does not have a very strong back in form of brand
name etc.
OPPORTUNITIES:
Servosoft is providing innovative way to fulfill customer’s demand. In
future it would lead to diversification of business in other cities of
Pakistan.
Because of the recent boom in tourism and fair improvement in law
and order situation this app can turn out to be highly popular among
tourists and visitors from other cities who aren’t really aware the
surrounding areas.
Economic situation seems to be tumbling and this app as it makes it
easier for users to make a decent choice, it hits that sweet spot of price
sensitivity.
THREATS:
There are no such service providers who provide information about
every single shop in the area but they there are some who can give a
tough competition as they are established brands and can innovate
once Servosoft is in the market.

INDUSTRY ANALYSIS:
Application software market is expected to grow from $18.9 billion in
2014 to $31.5 billion in 2019. The market is primarily driven by
increasing usage of technology. The use of technology such as
smartphones, computers, and tablets in large scale has increased and
so has the demand for software application. This works according to
the needs of customers. Application software is the source to
enhancing capabilities of electronic devices. Services are provided
through internet as per requirement. The current industry trend shows
that this market is expected to grow in future because different
applications are offering different solutions across the industry.

COMPETITOR ANALYSIS:
Our Biggest competitor in this industry is Google which pretty much
does the same thing and is the first choice when it comes to finding to
routes and specific places. Google already has a very strong brand
name to support it, it is so strong that it won’t be a mistake to call it a
market leader. Other competitors include SavYour, Bogo and 360 as
they offer different types of discounts and “Buy one get one free”
offers for different places that make customers consider them when
picking places.
VALUE PROPOSITION:
Servosoft is a quite different than other such service providers who do
not have small shops on their radar. Servosoft provides each and every
detail including Name, location, items, services, timings, prices and
even their sales promotions. It also includes a rating system and uses
cookies to identify a user’s needs and wants and makes a fair decision
for them. It adds a lot of detail and makes it easier for users to find a
shop they’re looking for.

MARKETING RESEARCH:
We will conduct a casual research to find cause and effect relationship.
The aim of the research will be to find out how customers would react
to this application. We will collect primary data to aid us in our
decisions.
TELEPHONE INTERVIEWS:
Telephone interview will help us get quicker feedback as people aren’t
usually willing to answer in details.

ONLINE SURVEYS:
In order to capture the view of customers, online surveys are the best
option. They usually don’t cost too much and can a time be interesting.
We will add a small incentive to increase engagement.

FACE-TO-FACE:
We will conduct direct interviews with potential customers which can
be time taking and costly but very effective at the same time.
FOCUS GROUPS:
It will show how much customers are willing to use this application in
detail and we can observe their feelings and interests as well. Focus
groups can be a good way to learn what changes customers want and it
fairly easy to study their reactions on each and every aspect.

TARGET MARKET:
Our target market is not limited. We are targeting every age group
because in this digital era everyone has smartphones, tablets,
computers and other relevant items. We will add to the convenience
and make their lives a lot more easier. We are targeting Upper class,
lower class and middle class as pretty much everyone owns a phone
these days. As this is an application, there are no limits to where it can
be used hence, no demographic limitations either. Initially we’ll be
targeting Karachi as with its massive population and resources it’ll
prove to be a great testing ground.

MARKETING STRATEGIES:
Marketing strategies are long term approach of sustainable advantage
in the industry. Strategies are as follow:
PRODUCT:
Servosoft is an application software for smartphones. This app will have
a main menu will number of categories to choose from, e.g electricians,
mechanics, drycleaners, carpenters, plumbers etc.When you chose any
one of these option the app will present you will with number of
available shops or businesses available to provide services in your area.
This way you can know their charges, timings, location and book
yourself an appointment. Owners of the shop will have to go through
registration as well as authentication process to avoid any mishaps.
Servosoft is an application which provides data of allocated shops in
different areas of Karachi along with necessary information to aid the
customer.
PRICE:
Price is the only element which generate a revenue because rest of
three elements estimate the cost of the product. We will have costs of
making application, promotions and marketing research. A specific
amount will be charged when an owner registers. After this there’ll be
monthly charges that an owner will have to pay. This is an upfront cost
app and people or users of this app will have to pay an amount of
money before a particular piece of work or service is done or received.
We will follow subscription system and there’ll be different offers for
each type of subscription.

PLACE:
We are launching this service in Karachi which is the largest city of
Pakistan. As Karachi is host to a very fast life people would prefer this
app to make things a little easier and help them make choices in no
time. We will expand if the app is successful.

PROMOTION:
To market this application, we are looking forward to different
promotional tools such as social media because social media
advertisement is more effective in digital marketing. Social media
platforms like Facebook, instagram and twitter always attract public
and will make educating customers about the application more
effective.
Public relation would help us to interact with public directly through
events and technology seminars to educate people about upcoming
innovation.
Direct marketing is a factor which would be a source of targeting adults,
decision makers and old age people who prefer to read magazine and
newspaper.
People
The people involved in developing the app are; software developers,
graphic designers, software engineers, accountant. The vendors and
the shop owners are only subscribed to the app after being registered
and inspected.

DETAILED BUDGETING:

Cost of Making the application(only): Rs. 2 million

RESEARCH COST Promotion COST

Focus groups 389,000 Social media 480,000
Personal 11000-15000 Public relation 550,000
interviews per person
Telephone 310,000 Direct 300,000
survey marketing
Mail survey 450,000
Total 1,169,000 Total 1,330,000

Break Even analysis:

This refers to point where total cost equals the total revenue. We will
use this determine the number of units or revenue needed to cover
total cost (fixed and variable cost).
Calculation of breakeven analysis:
Break even quantity = Fixed Cost
(sales per unit – variable cost)
Our variable cost = Rs.10,000
Selling Price = Rs.25,000
Fixed costs of our company including (rent, taxes, salaries, and
marketing expenses) = Rs. 32 million
After substituting all the values, we get = 1670 sales.
Therefore, given the fixed cost, variable cost and selling price, we need to sell
1670 subscriptions to hit the breakeven point.

Contingency Plan:
If it doesn’t turn out well after the test phase in Karachi, we have a
contingency plan that will manage the future circumstances. Any
potential crises will be dealt with appropriate arrangement in a timely,
effective and appropriate way. We will conduct as exploratory research
to try to find out where things went wrong and understand the
problem better. If the marketing efforts are not on the expectation
further new strategies will be introduced, for example aggressive
strategy which has four ways to deal with the business outcome. Each
would be used and applied according to the results. For instance, if the
promotional efforts are not making an impact on the consumers and
they are still not well educated about the product. Then the company
will go for Reactor strategy. If the sales are as high as expected
prospector strategy would be adopted to deal with the issue.

Thank You.