Final .....sssss

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GROUP MEMBERS

    

SAJEEL ABBAS ZEESHAN ALI SAMREEN NAEEM USMAN GHANI AHMAD IFTIKHAR

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COMFORT STREEK

“A WORLD LIKE NO OTHER”

A STRESS RELIEFE CENTRE

Aim to Serve •COMFORT STREEK is a full-service of physical fitness , health clinic, and spa based mental relaxation area dedicated to consistently providing high customer satisfaction. •Furnishing an enjoyable atmosphere at an acceptable price/value relationship. •A friendly, fair, and creative work environment, with diverse ideas, and hard work.

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OUR VISION To make COMFORT STREEK a caring company, recognizable for uniqueness Nationwide.

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MISSION STATEMENT COMFORT STREEK is dedicated to a sustainable corporate concept of linked prosperity. Our mission consists of 3 interrelated parts.

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COMPANY’S MISSION: Our mission is to offer the widest selection of high quality stress reduction products and programs for use in coping with the devastating mental, emotional and physical effects of excess stress.

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Economic Mission: To operate the Company on a sustainable financial basis of profitable growth, increasing value for our clients & expanding opportunities for development and career growth for our employees

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SOCIAL MISSION: To operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life.

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SWOT ANALYSIS: 

S

STRENGTHS



W

WEAKNESSES



O

OPPORTUNITIES



T

THREATS

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SWOT ANALYSIS: STRENGTHS External Strengths:   

Unique services under one roof. Health conscious clients Potential clients.

Internal Strengths:   

Efficient workforce. Skilled and Technically sound. Internal valuation system. 11

SWOT ANALYSIS: OPPORTUNITIES

WEAKNESSES 



Introduction stage.

The costs of attracting a large corporate client.

  

Few competitors Sheer number of market share No body is providing these services under one roof in this packages.

Threats  

New Entrants Well-established competitors

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Environmental Problems and Opportunities 

Social Factor.



Culture Factor.



Economic Factor.



Technological Factor 13

OBJECTIVES

1. 2.

3.

4.

5.

Making healthy environment. Providing best services with latest tools and techniques. Providing services to companies in form of memberships. Getting at least 500 memberships before actual opening of club. To become market leader in coming 5 years.

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

Market Research.



Sales and Market Shares.



Customer Loyalty.

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Product life cycle (Industry)

Sales and Profits ($) Sales

Profits Time Product Develop­ ment

Introduction

Growth

Maturity

Decline

Losses/ Investments ($)

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Our Business

Sales and Profits ($) Sales

Profits

Product Develop­ ment

Introduction

Time Growth

Maturity

Decline

Losses/ Investments ($)

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Porter’s five forces model Potential Entrants Threat of entrants

Supplier Power Bargaining power

Competitiv e Rivalry

Buyer Power Bargaining power

Substitutes Threat of substitute

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Factors



Bargaining power of suppliers

high



Bargaining power of customer

Low



Threats of new entrants

Medium



Threats of substitute

low



Rivalry

Very Low

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SEGMENTATION STRATEGY



Marketing segmentation is done on the basis of Geographical region, Demographic factors, and Psychographic and Behavioral factors. Than from these segments target market is identified.

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Geographical Region



World region: 



Country: 



Pakistan

City: 



Asia

Lahore

Areas:   

Defense Gulberg Model Town 21

Demographic Factors 







Age:  8 to onwards Gender:  Male/Female Family life-cycle:  Young / Teenagers etc Occupation:  Student  Doctors  Engineers  Computer Eng  Business Man  Accountants 

etc 22

Psychographic 

Social Class:  



Life Style: 



Upper Lower Upper Middle

Achievers

Personality:   

Expressive Stylish Authoritarian 23

Behavioral factors 

Occasion: Regular Occasion



BENEFITS: Quality Uniqueness Technology

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Market Positioning Positioning for competitive advantage:

  

Identifying possible competitive advantages. Choosing the right competitive advantage. Selecting an overall positing strategy.

“MORE for LESS” 25

POSITIONING STATEMENT Of COMFORT STREEK To people, enthusiasts and conscious about there health, With only COMFORT STREEK you can stay alert and stress less for the rest of your life.

” A WORLD LIKE NO OTHERS”

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BCG MATRIX Analyzing Current SBU’s: Boston Consulting Group Approach

Relative Market Share

Low

High

Market Growth Rate

High Stars

Low Question QuestionMarks Marks

• High growth & share • Profit potential • May need heavy investment to grow

••High Highgrowth, growth,low lowshare share ••Build into Stars/ phase Build into Stars/ phaseout out ••Require Requirecash cashto tohold hold market marketshare share

Cash CashCows Cows

Dogs Dogs

••Low Lowgrowth, growth,high highshare share ••Established, successful Established, successful SBU’s SBU’s •Produce •Producecash cash

••Low Lowgrowth growth&&share share ••Low profit potential Low profit potential

?

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Case of Cisco PERCEPTUAL MAP

Perceptual Map Good Quality 1.0 0.8

Comfort 0.6 Streak

Sukh - Chan

0.4

Low Price

Case of Cisco Shapes. 0.2

-1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 -0.2

0.2 0.4

High Price

0.6 0.8 1.0 1.2 1.4 1.6

-0.4 -0.6 -0.8

Poor Quality

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MARKETING MIX 1.

PRODUCTS and SERVICES.

3.

PRICE.

5.

PLACE.

7.

PROMOTION.

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PRODUCTS AND SERVICES 1. 2. 3. 4. 5.

WORKOUT BODYBUILDING GYM. WELLNESS CLUB. SWIM SCHOOL. MASSAGE SPIRIT. PSYCSIATRY SOLUTIONS:

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PRICE 

Pricing decision Cost



based pricing

Strategy Penetration

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PLACE Channel level with respect to Health club:

In case of this health club, it uses direct marketing channels without taking help of intermediaries in the distribution of its products and services.

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Promotion mix strategies



Pull strategy

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Promotion tools

2)

Advertising

4)

Public relations

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PROMOTION

Strong Advertising Campaign.   

Billboards Print media Electronic media

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MEDIA CAMPAIGN BUDGET

Initial Cost Initial Budget

84,10,000

TV CHANNELS

6,027,670

BILLBOARDS NEWS PAPERS

520,000 1,861,325

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Advertisement Tools •Television We are using three TV channels for COMFORT STREEK ads. our TV ads is for 10 days in initial stages and it can be rescheduled with the passage of time depending upon the response.

TV Channels Cost Hum TV

18,50,000

AJJ TV

4,01,450

Geo TV

37,76,220

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Advertisement Tools BILLBOARDS: We are using 2 types of billboards in Lahore. A and B class. We are using 1 A class billboard and 2 B class billboard. It covers the areas of Defense, Gullberg and Model town.

Billboards City

Location

Area

Total

Lahore

A Class

Defence

400000

Lahore

B Class

Model Town

60000

Lahore

B Class

Gullberge

60000

Total

520000

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(60 X 20)

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Advertisement Tools

NEWS PAPERS: We are using 2 news papers, DAILY JUNG and DAWN. Initially we are giving our ads on Sundays. They can be further rescheduled according to the need of time. Publication Day

Cost%

Dawn

Sunday

669,060

Daily Jung

Sunday

1,192,265

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Action Plan: Starts from

End at

Channel of advertising

June1

June10

TV-Hum

June10

June20

TV-AJJ

June1

June10

TV-Geo

May1

June1

Bill Boards

On Sundays

2 week before actual opening

News Papers

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THANK YOU

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