Subject:

Brand Management

Submitted To: Sir Dr. Syed Tahir Submitted By: Waqas Nasim
Reg# GF9-126

M. Ali
Reg# GF9-128

Minhaj University Lahore Gulberg Campus Lahore

ALAM TOWER
Introduction:
Alam Tower is situated at 9 km, Raiwind Road. This multistoried Tower has just 5 minutes drive from Thoker Niaz Baig, equipped with four lifts, electric generators, earth quake free certification, providing over 100,000 square feet covered area, adequate parking space for the office bearer and visitors, up-to-the minute Fire Alarm and Fire Fighting system and designed by renowned architects Chishty Brothers. There is also one kitchen and two washroom facilities for every 2000 sq/ft area. The company has set the sales price at Rs.4500 per sq/ft for floors and Rs.35 per sq/ft for ground floor. We are providing partial air conditioning (A/C) i.e. cooling system and cold water piping. Each buyer will have to install his own A/C equipment. However, we can provide support in installing the A/C equipment. We seek the interest of Banks and Corporate Clients for this highly innovated and well designed building which shall fulfill business requirements of the customers. This would be an opportunity for the businesses to benefit from the distinctive and exclusive Alam Tower. It will help the various potential customers organization to meet its business objectives in the dynamic market of Lahore. We are targeting the banks and corporate clients which include Buying Houses, Pharmaceutical Companies, Telecommunication Companies, Travel Agencies, Housing Schemes and Call Centers The most important trend is that the companies open their offices on Raiwind Road because of its prime location and industrial area. Take the example of Buying Houses and Pharmaceutical Companies who are very few in this area of Raiwind Road but they wish to come to this area due to peaceful environment and attractive location. The keys to success of Alam Tower are prime location, near to industrial area, well designed building, modern facilities and above all the management professionalism. In addition, the management of Alam Tower must ensure total customer satisfaction. If

these customer satisfactions are achieved, it will become a profitable, sustainable business.

Construction:
Alam Tower is entering into its first year of operation. It has well designed offices, halls & lobbies. Marketing will be key to the development of the brand and product awareness. The description of floor in Alam Tower is shown below.

Description of a Floor of Alam Tower

Side C Side A

2630 Sq ft 3300 Sq ft

Side B 2400Sq ft

Capacity:
We are giving the ground floor at Rs.35 per Sq ft for rent. So if we calculate for Bank 1, Bank 2 and Bank 3, the calculations will be as under. Bank 1 (Occupied): Ground Floor and Basement = 7697 Sq ft

Bank 2 (Unoccupied): 6233 Sq ft Basement Mezzanine = 2288 Sq ft = 2140 Sq ft

Ground Floor = 1805 Sq ft

Bank 3 (Unoccupied): 5639 Sq ft Basement Mezzanine = 2288 Sq ft = 1551 Sq ft

Ground Floor = 1860 Sq ft

The capacity forecast of Floors will be as under: Side A 3300 Sq ft + Side B 2400 Sq ft + Side C 2630 Sq ft = Total Area of One Floor = 8330 Sq ft

Competition:
Alam Tower is forming its own market due to its unique features and facilities. There are many buildings and towers which may be constructing here on Raiwind Road in future. This prediction can be valid due to the existence of huge industrial state area and housing schemes. After few years in the market, these companies have yet to become direct competitors of Alam Tower.

Target Markets
1. Buying Houses 2. Pharmaceutical Companies 3. Telecommunication Companies 4. Banks 5. Travel Agencies 6. Housing Schemes 7. Call Centers The company policy is to sell all the floors and renting out the ground floor. For this reason the ground floor will be given only to Banks on rent and floors will be sold out to Buying Houses, Pharmaceutical Companies, Telecommunication Companies, Travel Agencies, Housing Schemes and Call Centers.

Location:
The profile for the Alam Towers customer consists of the following geographic, demographic, and behavior factors.

Geographic:
Alam Tower is situated in a very attractive business area of Lahore. Almost Rs. 600 million investment will have been made in Sunder Estate. There are many factories of different nature of businesses are working on Raiwind Road. There are also many Housing Schemes are located in this geographic area which enhance the importance of Alam Tower.

Raiwind Road is also linked with Defense Road which can give the opportunity to potential Banks of Alam Tower to serve the residential clients along with corporate clients.

Demographic:
Since we are targeting the banks and corporate clients which include Buying Houses, Pharmaceutical Companies, Telecommunication Companies, Travel Agencies, Housing Schemes and Call Centers. These two kinds of clients are wealthy and can pay what we ask.

Behavior factor:
The banks are now expanding their businesses and opening new branches in different areas of Lahore. Especially they want to open their branches in those areas which are near to industrial state, factory area and corporate clients. The Banks are now tending to deal with corporate clients who give them wealthy accounts.

Market Trends:
Alam Tower will distinguish itself by different features not previously available to Banks and corporate clients on Raiwind Road. Every bank wants to open its branch from that Tower who gives them proper covered area and parking space, same is the case with corporate client. The most important trend is that the companies open their offices on Raiwind Road because of its prime location and industrial area. Take the example of Buying Houses and Pharmaceutical Companies who are very few in this area of Raiwind Road but they wish come to this area due to peaceful environment and attractive location. There are very few banks on Thoker Niaz Baig like Alfalah Bank, Muslim Commercial bank, Saudi Commercial Bank and Soneri Bank Limited; Prime

Bank (Abn Amro) and Habib Bank Metropolitan Bank are operational near to Alam Tower. This gives an opportunity to the other banks to open their branches on this road. The market trends are showing continued growth in all directions of business.

Market Growth:
The new businesses are being started because of good investment climate on Raiwind Road. Almost Rs.600 billion investment has been made on Sunder State industrial area. This gives a good opportunity to the banks and corporate clients to open their businesses in Alam Tower which is quite nearer to Sunder industrial Area and companies.

SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Alam Tower.

Strengths:
There will be management which only take care the problems and issues of Alam Tower. So that the potential customers will be retained and satisfied. The owners of Alam Tower have a plan to construct two more Towers adjacent to it. The new towers will be shopping plazas which will definitely turn the customers of Lahore to this area. This multistoried Tower has just 5 minutes drive from Thoker Niaz Baig. Equipped with four lifts and electric generators. Earth quake free certification and providing over 100,000 square feet covered area Adequate parking space for the office bearer and visitors Up-to-the minute Fire Alarm and Fire Fighting system

Alam Tower designed by renowned architects Chishty Brothers who has previously designed Doctors hospital. Chishty Brothers have in-depth experience and insight of designing the buildings and towers in different areas of Pakistan.

There is also one kitchen and two washroom facilities for every 2000 sq/ft area.

Weaknesses:
There is a difficulty of developing brand awareness of Alam Tower as a start-up Tower. The electricity is a problem which are currently facing by Habib Metropolitan Bank, who are still waiting for the supply of electricity to start their work. Time is the most precious thing in the business so the management of Alam Tower should take measures to complete the business as soon as possible and handover it to the clients.

Opportunities:
There is no such building on Raiwind Road which is providing such features and location. The facilities which are providing by this Tower are unique. These facilities should communicate to the prospective clients because in this way their interest can be enhanced about Alam Tower. Due to its prime location on Raiwind Road, the banks and corporate clients can expand their businesses and increase their profits.

Threats:
The biggest threat which will be faced by the Alam Tower is Distance Fear of the people, because people are hesitant to come this area. Future/potential competition from an already established market participant.

A slump in the economy that could have a negative effect on people to start their businesses in this area. The bad political environment can discourage the corporate clients and banks to come and establish their on Raiwind Road.

Keys to Success:
The keys to success are prime location, near to industrial area, well designed building and modern facilities. In addition, the management of Alam Tower must ensure total customer satisfaction. If these customer satisfactions are achieved, it will become a profitable, sustainable business.

Marketing Strategy:
The key to the marketing strategy is focusing on the well designed architecture, facilities and modern features of Alam Tower. It can cover about all the banks and corporate clients because they can start their offices and businesses from Alam Tower. It is able to address all of the different segments within the market because, although each segment is distinct in terms of its requirements, its products are useful to all of the different segments.

Mission Statement:
Alam Towers mission is to provide the customer with the finest designed building. We exist to attract and maintain customers. With a strict adherence to this maxim, success will be ensured. Our services and offerings will exceed the expectation of the Banks and Corporate clients.