Marketing Final

IAMTHERE

T M

P R O P O S E D M A RK E T I NG PLAN FOR

IAMTHERE (An Innovative Service Provider)

SUBMITTED TO:

SUBMITTED BY:

DR. K.S. VENUGOPAL RAO

ABINASH PANDA

(09BSHYD0027) MARKETING DEPARTMENT

ANKITA SEN

(09BSHYD0125) IBS HYDERABAD

MANOJ VENUGOPAL

(09BSHYD0949) SHVETA KAKKAR (09BSHYD0803) KR ISHAN NATHANY (09BSHYD0391)

1

SWATI RAWAT (09BSHYD0906)

2

TABLE OF CONTENTS TOPICS 1.0 EXECUTIVE SUMMARY

PAGE NO. 2

2.0 SITUATION ANALYSIS 2.1 Market Summary 2.1.1 Market Demographics, Needs, Trend, Growth

3 3

2.2 SWOT Analysis 2.2.1 Strengths 2.2.2 Weaknesses 2.2.3 Opportunities 2.2.4 Threats

9

2.3 Competition

10

2.4 Product Offering

12

3.0 MARKETING STRATEGY 12 3.1 Mission

13

3.2 Marketing Objectives

14

3.3 Positioning

14

3.4 Target Markets

15

3.5 Strategies

17

3.6 Marketing Mix

23

4.0 FINANCIALS

26

4.1 Expense Forecast

26

4.2 Sales Forecast

28

4.3 Break-even Analysis

28

5.0 CONTROLS

29

5.1 Implementation

29

5.3 Contingency Plan

30

REFERENCES

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10 EXECUTIVE SUMMARY IAMTHERE is a company designed to provide services to the consumer and industrial market at reasonable prices. Through a pan India presence it provides services such as household help, babysitters, plumbers, carpenters, security, technicians, electricians, nannies, janitors and drivers. Although there are competitors offering the above mentioned services, they only have a region wide presence and provide only limited services. However IAMTHERE proposes to overcome these problems and be a one stop shop for all services. IAMTHERE has a mission to provide the finest services at fair prices. We exist to attract and maintain customers. Our services will exceed the expectations of our customers. IAMTHERE has a first movers advantage by having a pan India approach in providing its services. We have an exclusive customer friendly web portal which will allow customers to choose and customize the services according to their needs. This will help us in gaining a large market share. We at IAMTHERE believe that a sound revenue generating business model, customers and market share will help us become a successful company. In the next year, IAMTHERE intends to create a brand image and have projected revenue of INR 30,00,235. TABLE

1(A)

2.0 SITUATION ANALYSIS 2.1 Market summary 2 2.1.1 Market demographics, Needs, Trends and Growth: Consumer Market Over the years the purchasing power of the people living in urban India has increased considerably. This has resulted in a change in people’s tastes and preferences, lifestyle pattern 4

and consumption pattern. However people do not have the adequate time to look into their household needs. IAMTHERE provides a one stop solution for all such issues at very pocket friendly prices. The company aims to provide a pan India service starting with 6 urban cities. It has been observed that there is a growing trend of a people moving away from joint families to form nuclear families. It has also been observed that there is a growing trend of working women. Thus there is a growing need for household help. Also since both the spouses are working there is a growing need for babysitters to look after the children as well as that of nurses to cater to the needs of the senior citizens.

TABLE 2(A)

From the above diagram it is observed that joint families have reduced to one fourth of all families while nuclear families have leapt up to nearly two thirds of all families. TABLE 2 (B)

5

According to The financial express, there has been a considerable rise in the number of working women over the years. In 1991 the number of women working in the urban areas was 13%. This has grown to about 31%. TABLE 2 (C)

It is observed that 27% of the urban populations have children between the age group of 5-12 years. As stated earlier there is a trend of both the spouses working. This provides a huge demand for babysitter services. In addition to the above there is a persistent demand of services of that of carpenters, plumbers, electricians, technician, janitors and security personnel. 6

Industrial Market Rapid urbanization in India, and the significant growth of the urban population in absolute numbers, has made new and greater demands on urban infrastructure and product service delivery, and putting an ever increasing demand to support these infrastructures. This can provide a greater scope for our company to expand by grabbing these opportunity. Following are some overview of our markets: HOSPITALS 7 With the total population of 1.15 billion people and NGDP of $1.2 trillion, India’s per capita spend on health care is only $94, with 1.04 bed per thousand population. This provide an increasing need for hospitals and related infrastructure in near future, thereby giving an opportunity for services provided by IAMTHERE these can be gauged from the following data: Current Scenario •

Estimated Current marketsize USD 40 Billon

•

30,000 hospitals approximate

•

11,78,576 beds

•

50,00,000 doctors

•

229 Medical colleges

•

3,50,000 retail chemist outlets

Estimates Fuelling Growth •

Projected size by 2012 : USD 75 -85 Billon

•

15,000 Hospitals addition by 2012

•

3,31,082 hospital beds by 2012

•

6,60,801 doctors by 2012

•

170 New Medical colleges

•

24,000 retail chemist outlets

With the average size of the new hospitals being 30000-35000 thousand sq ft, the total area expected to be added will be around 4.5 million sq ft (15000x30000) by 2012. The services can be further being extended to large new and existing medical colleges also. 7

RETAIL 8 With India’s GDP growth of 9.4% for 2006-07, was the highest ever in 18 years, reflecting the booming economy of the country. India’s retail sector, in tandem with the economy, is on a high growth trajectory; expected to grow by over 27% in the next 5 -6 years. Share of organized retail is projected to grow to USD 43.8 billion out of the total retail sector revenues projected at USD 460.6 billion in 2010-11. After a lull in the construction of malls during economic slowdown (2008-09), the next 18 months, according to a report titled ‘Mall Realities India 2010 will see construction of 100 new malls and creation of 32 million sq ft of retail space. These are the findings of a report prepared by well-known global real estate consultancy firms, Cushman & Wakefield and Jones Lang LaSalle Meghraj. Current scenario TABLE 2 (D) Concentration of the Retail Activity Cities

Retail space (mn. sq.ft)

Percentage

Mumbai

6.6

31%

NCR ( Delhi )

6.5

30%

Bangalore

1.3

6%

Pune

1.5

7%

Hyderabad

0.7

3%

Chennai

1.4

6%

Kolkata

0.7

3%

Others

3.2

15%

TABLE 2(E)

8

Estimated Scenario 11 The new retail properties that are scheduled to open in the next 18 months will be located across metros, mini-metros and Tier II towns, including in Delhi, NCR, Mumbai, Pune, Aurangabad, Raipur, Bangalore and Siliguri, among others. The North Zone is expected to account for lion’s share of the new space. 45 new malls occupying 14.79 million sq ft, or 46 per cent, of the new space will come up in this zone. The West Zone with 47 malls will account for the second largest space, says the report. This zone will see the creation of 7.44 million sq ft of space. The South and East Zones will account for the balance space of 9.62 million sq ft. While the South Zone will have 29 malls covering 5.865 million sq ft, the East Zone will have 13 malls covering a total of 3.753 million sq ft of space. INDUSTRIAL SPACE 9 With liberalization and growth in economy there has been an increasing demand for industrial and office space in India. Our growth in the sector can further be justified by the increasing notification of the SEZ in India. Here are some of the facts on SEZ by the ministry of commerce, government of India’s SEZ. TABLE 2 (F) Number of Formal

578 9

approvals Number of notified SEZs (as on 9thJuly, 2009) Number of valid InPrinciple Approvals Land requirement

325 (out of 578) + (7 Central Govt. + 12 State/Pvt. SEZs) 146 Ground Realities: Total Land in India : 2973190 sq. km Total Agri Land in India : 1620388 sq. km (54.5%). Total area for the proposed SEZ (FA+IP)=1983 sq. km. which would not be more than 0.066% of the total land area and not be more than 0.122% of the total Agri land in India.

Land Area

Notified SEZs

39,120

Formal Approvals

Valid InPrinciples

(FA) incl.

approvals

notified

(IP)

SEZs 73,195 ha

ha INVESTMENT (As on 31st March 2009)

1,25,163

Total area for proposed SEZs (FA+IP)

1,983 Sq km

ha Incremental investment

Total Investment

SEZs Notified under the

Rs.98,498 cr

Rs.98,498 cr

Act State/Pvt. SEZs set up

Rs.3,777.67 cr

Rs.5,533.98 cr

before 2006 Government SEZs Total

Rs.2,591.88 cr Rs.1,04,867.48 cr

Rs. 4,871.08 cr Rs.1,08,903 cr

We could further provide services in the government owned bodies. By getting contracts from these bodies we can get permanent source of income for the business model. RAILWAYS

This includes both the national and metro railway. There growth has been in a fast pace with the growth in the population and economy. Many cities such as Bangalore, Mumbai, Chennai and Hyderabad are planning to have efficient way of transportation by metro rails, further there is 10

huge budget allocation towards development of the national railway station and freight corridor which all will need maintenance through contracts of these infrastructure, thereby providing greater scope towards sustainable income to the company. AIRPORTS

The Airports Authority of India (AAI) is undertaking the development and modernization of all 35 non-metro airports in the country simultaneously and work is due to be completed by March 2010. Wholly owned subsidiaries of AAI are being created for the development and operation of these airports. These can further provide for contracts on yearly basis.

2.2 SWOT Analysis 2.2.1 Strengths 1 •

IAMTHERE has a First mover advantage providing the services on a Pan-India basis. Its competitors are confined to particular regions only.

•

IAMTHERE enters both the customer and industrial markets at the same time( sprinkler effect), so that it can withstand the threat from anyone sector.

•

IAMTHERE has an easy to use web portal that makes the customer to find out and order our services through internet very easily.

2.2.2 Weakness As IAMTHERE enters into the market on a Pan India basis, and if it fails to be indentified by the customers. Revamping the brand image becomes a tedious job.

2.2.3 Opportunities 2 •

There is an immense opportunity for growth in two ways

1) There are no competitors who provide a Pan -India service. 2) As the life style of the people has changed very much, IAMTHERE has a huge market share to takeover. 11

2.2.4 Threats 1 •

Point of contention may be a big threat, if our value proposition does not match with the customers’ value.

•

Strong presence of regional competitors in regions like Bangalore and chennai makes the establishment of IAMTHERE in peoples decision set a difficult task.

2.3 Competition 1 TABLE 2 (G)

Name

of

the Location

Service

Contacts

company Standard home Bangalore

provided Cooks,

www.standardhomeservices

services

housemaids,

.com

baby

care,

patient care and Ethic

Bangalore

workforce

drivers. facility

[email protected]

managemen t, manpower

Swamein.co

Hyderabad

m

solutions, Security

www.sewamein.com

services and event managemen t services.

Home Needs

Chennai

Repair

and n/a

services, sanitary work,

wood 12

work, driver, car

wash

and repair. Corporate and

Bangalore

home

wood

work [email protected]

and

om

facility

construction

services

work

M

K Bangalore

housekeepin

residential

g

cleaning

pantry

services

services,

vinodkesava@manoramam

services, ail.com

pest control, electrical services, plumbing services and catering services. House

Chennai

keeping

Cleaning

[email protected]

services

services Reliance

Chennai

Cleaning

home

services,

services

cook, patient care

taker,

home maids. 13

9962081984

Alpha

Mumbai

to n/a

caters

heavy

industrial

engineering

marketrepair services, maintenance and

control

panels spares

2.4 Product Offering IAMTHERE facilitates the customers with the one-stop solution for all the housekeeping and maintenance work thereby catering to the demands of both the consumer market and the industrial market. Our services will include household help and babysitters, plumbers, Carpenters, electricians, nurses, janitors, drivers and security personnel. 3.0 MARKETING STRATEGY 2 The company focuses on targeting the middle income and higher income group. The target consumers have high-disposable income and are looking for complete solution for their household and maintenance activity. The company will also strive hard to capture the industrial market specially manufacturing units, corporate firms, hospitals, educational institutions by providing them various integrated solutions like security, cleaners, plumbers, electricians, etc. The long-term goal of the company is to be a market leader in providing house-keeping and maintenance services in both consumer and industrial market. But initially the company will engage in various marketing techniques for the forthcoming year to generate awareness about the company and product information. •

Internet based advertising has been one of the upcoming ways of reaching a large number of

people. Thus a website would be functional to reach customers and provide them with better 14

services. Internet penetration is shooting up. The past six months has seen it climbing up from 1.023 million to 2.04 million, according to figures provided by the ministry of information technology.

TABLE 3(A) Net Penetration State No. of subscribers(as on 30/9/2000) Maharashtra 619,524 Delhi 319,616 Tamil Nadu 291,032 Karnataka 193,876 West Bengal 160,054 Gujarat 113,633 Total 2,045,509

•

Engage in outdoor advertising, providing general awareness to the public at large and direct individuals to the product and its value proposition. 3.1 Mission The company's mission is to provide finest services in household and maintenance services in both consumer and industrial market. The marketing strategy would help the company achieve its goal of becoming a market leader in the organized sector. This would eventually lead the company to profitability. 3.2 Marketing Objectives

•

To spread awareness of our services.

•

To emphasis the value proposition of our services.

•

To reach a large customer base on a pan-India basis by various marketing and promotion mix.

•

To achieve a market share of 25% by the years end.

•

To increase company's profitability and ensure steady growth. 3.3 Positioning The will position itself as a ONE-STOP-SHOP solution to provide household and maintenance services like: •

maids 15

•

security

•

carpenter

•

plumber

•

electrician

•

babysitter.

•

janitors.

•

drivers.

•

technicians.

Positioning statement To the consumers whose lives is in the fast lane and maintain the living or working environment becomes a hard nut to crack, IAMTHEREwith a pan India service is a ONESTOP-SHOP solution for all the household and maintenance work so as to provide simpler, easier and relaxing life. All these services could be bundled differently according to customer needs and requirement and would be provided to them at a very affordable price. The Company will leverage its competitive edges to achieve the desired positioning: •

The company’scompetitive edge will be its easy-to-use website. The website design will be a

competitive advantage because research indicates that an easy-to-use website significantly increases sales. The website will feature certain features like "quick search", this search facility will help people to locate the type of services they are looking for, in a particular geographical area and on a particular price range the services are available or not. The website will also feature our different types of products where the customer can avail a wholesome solution just by paying the service charges •

. The website will fulfill the needs of industrial market, as we will provide different types of

services, modularized according to the industry needs. •

The company's other competitive edge is superior customer service. The mantra of the

customer service department is to serve the customer in every way required. Customers who call us with problems/issues will be amazed at the amount of personal attention they receive, and

16

how quickly issues are not only resolved but significantly improved. Superior customer service will be a powerful asset.

•

By providing pan India service the company will have First mover advantage. 3.4 Target markets The company is beginning its first year of operations. It recognizes that marketing activities are critical to the success and profitability of the business. The company aims at providing quality service at reasonable and pocket friendly prices. The company offers a wide range of services to both industrial and the consumer market. The services are as follows: TABLE 3 (B) 1 2 3 4 5 6 7 8 9

House Hold Help Baby Sitters Electricians Carpenters Plumbers Janitors Technicians Security Personal Other maintenance works.

IAMTHERE focuses on two kinds of markets i.e. Consumer markets and the industrial market. Consumer market 3, 4, 5 Initially the company is focusing on providing services to 6 major urban cities: Delhi, Bombay, Bangalore, Hyderabad, Calcutta and Chandigarh. it has collected information on the market trends and needs on the target market. The Working population in India sums up to an amount of 699.9 million. Jobs in India are growing at the rate of 1.9 %.India is experiencing a sharp increase in per capita income. TABLE 3 (C)

17

The per capita income during 2002-03 was Rs 18,885, it has doubled for the period 2008-09 to 38,084. This also passes on an implication that peoples spending power has also increased. According to the statistics 20 million of Indian population is tax payers. As income increases and couples are not finding time to look after the basic household activities, so we find a platform for entering into the market for providing basic household services such as maids, babysitters, nurses, plumbers, electricians. In the urban areas as couples move to work they are not able to take care of their children and parents for catering those needs. Even for maintaining the basic house hold equipments we are providing services such as plumbers and electricians on a pan India basis. One more factor that is very crucial to us is the exponential increase in the number of large housing societies. These societies can be targeted by the company to provide a wholesome solution to their basic maintenance and other requirements. Industrial market IAMTHERE fulfils the house keeping and maintenance needs of industrial sector. IAMTHERE provides services which are modularized according to the needs of the specific industrial sector. It not only caters the needs of industries but it also provides services to Hospitals, Educational institutions, corporate offices and also small manufacturing firms. We can also device specific strategies to capture the untapped market of IT industry that grows at an average rate of 30% annually. As companies start to concentrate on their core activities of production of goods and services, IAMTHERE comes there as an inevitable solution to cater to the needs of all maintenance activities of their work places. 3.5 Strategy6

Consumer market 1. Creating awareness •

Website launch10 There will be an exclusive website for IAMTHERE. This will help the company to reach the consumers through internet. The website will facilitate to serve the customers in a better way and also enable to have effective customer relationship management 18

(CRM).The website will also facilitate online booking and ordering of a particular service. This will enable smoother, easier and convenient transactions.

SAMPLE PAGE OF THE WEBSITE

19

•

Adapt Co-Branding techniques

One of the major moves by the company will be to adapt Co-branding technique by tying up with Movers and Packers & 99 acres. This will help to create awareness about our services and help them by expanding their services, thus establishing the SYMBIOTIC RELATIONSHIP amongst two industries. •

Email marketing

For email marketing, we plan to go in for Google Adwords, a technique which will create awareness when people search on Google using one of the keywords, our ad may appear next to the search results. Another technique which we plan to use is EMAIL BLASTING for directly accessing our potential customers and a platform for reaching vast customer base. The biggest attractiveness of email marketing is being its pocket friendly nature, which will in turn increase our potential customer base. •

Mass marketing campaigns

Various mass marketing campaigns will also be followed up along with other marketing strategies to leave no stone unturned to reach potential customers. Mass marketing will be achieved by the following ways. TABLE 3(D) Marketing Tools Television

Specifications Television channels like NDTV, TIMES NOW, TRAVEL

Bill board

& LIVING, HBO, STAR CHANNELS ETC. Attractive hoardings will be placed in strategic places in

Print media

the cities and also in SEZ and industrial parks. Print adds would be published in VOGUE, WOW, GQ, FEMINA, COSMOPOLITAN, INDIA TODAY etc.

2. Growth of consumer base •

Mass marketing Mass marketing techniques will be implemented as in stage 1 of marketing strategy.

•

Personal selling 20

The company would also adopt personal selling along with mass marketing techniques. This would enable company to reach potential customers and address face to face the value proposition of the services provided by the company. This will also help the consumer to have a better understanding of the services and their company. •

Social campaigns In the second stage of marketing the company will indulge in various types of social marketing such as: The company would engage in “Clean India” campaign where the company would target schools and various big housing societies. This would create a unique brand image of the company and also add more consumers.

•

E marketing The same e-marketing techniques will be continued as in stage 1.

3. Customer loyalty •

Membership cards Various membership coupons will be made available to the existing consumer to increase customer loyalty. At the time of coupon allotment a proper record of customer will be taken to make an efficient database. This database will be used for further marketing activities in future by the company.

•

Bulk subscription discount offers As to attract more customer and as well as to increase goodwill of the company IAMTHERE would also have bulk discount offers. This discount offers will be categorized according to the number of people availing the services at one time.

•

Seasonal benefits As India is a country of festivals, there is an umpteen extra demand for special hand in the household and maintenance works. The local culture would be identified and the marketing strategy would blend according to the local environment. IAMTHERE would actively market itself during this period to increase its market in the consumer market. During this period various special offers would be provided to woo the customers. 21

•

Efficient CRM One of the challenges would be is how efficiently we mange the existing consumer base. As the biggest aspect of any marketing plan is after the purchase of product, we would strive to offer the finest of services to our customer. Regular checks would be carried to see if customers are satisfied with the service provided. Various training programs will be provided to the employees to improve the quality of work and the increase customer satisfaction. Complain processing becomes one of the most important value attributes to a company’s reputation. IAMTHEREwould set high benchmark in that aspect. Each city will have a city control center to manage day to day actives and faster complain processing.

Industrial Market 1. Creating awareness •

Website launch The website of IAMTHERE also caters to the industrial market. It will help us serve the people in the corporate sector in a better way and also enable us to have an effective customer relationship management (CRM). This website will have a special section for catering to this segment wherein we will specify our services, price tags and security levels as well. Since people in this industry have an easy access to the internet, this website will make the life of our customers smoother, easier and more convenient.

•

E marketing For E marketing, we plan to we plan to go in for Google Adwords, a technique which will create awareness when people search on Google using one of the keywords, our ad may appear next to the search results. Another technique we plan to use is EMAIL BLASTING for directly accessing our potential customers and a platform for reaching vast customer base. The biggest attractiveness of email marketing is its pocket friendly nature and its potential to reach a magnanimous amount of internet population.

•

Demonstrations 22

Demonstration of our services is very important to implement the marketing plans at the operational level. For demonstrating our services in the industrial sector, we will go in for kiosks in the so called “Industrial melas” and even in the industrial house. •

Direct selling We will also go in for direct selling to expand our customer base in the industrial sector. We plan to create a sales force, which will responsible for creating the awareness about our services. We intend to make use of one to one demonstrations and other personal contact arrangements. This will help us to create better relationship with the potential customers in the industry sector.

2. Growth of customer •

Social campaign For social campaigning, we are planning to launch an employment program. Under this program we will match the skills of the potential job seekers and the particular task. We will perform background check of the shortlisted candidates and select the potential ones whose skills match with the demands of the job and provide them with orientation program for a week to induce them to the work culture and place them in different categories with respect to the security level and pricing level to cater to the needs of customers with different affordability levels.

•

Free day services To reach out to the potential consumers in the industry sector we plan to provide them with a free day service. If the customer feels delighted or satisfied with our service, he can enroll himself for the subscription or extended service contract which will provide us with an opportunity to delight our customers for a longer period of time and will increase the bonding between the company and consumers.

3. Customer loyalty •

Flexi services 23

IAMTHERE will have a flexi service model of providing services to its customers. Under this service scheme, if a customer has singed for a particular set of services but at any particular day he does not want to use a service then he can ask IAMTHEREto cancel the service he does not wish to use for the particular day and he wont be charged for that service for that day. Modularization to priority customer will be so efficient that our product will be molded to satisfy customer needs on day-to-day basis.

•

Effective CRM In the industrial market, one of the major factors to success of any company is to have an impeccable customer service and customer relationship. This not only enhances the company’s business prospect but also increases goodwill of the company. Through effective CRM IAMTHERE will ensure it retains its customer and also gain new customers.

3.6 Marketing mix

To precisely estimate the different marketing investment, IAMTHERE follows the conventional marketing mix which involves the 4Ps. Hence Going by the 4 Ps: Product - IAMTHERE provides its product line to the consumer market and the industrial market. The services are offered keeping in view the varied requirements of the markets. The services offered are: TABLE 3(E)

24

Maid Babysitters Electricians Plumbers Carpenters Janitors Nurses Drivers Security personals

Price- the pricing model of IAMTHERE is based on •

Commission based: herein we charge a fixed amount (Rs 500) from our customers for all

kinds of services. •

Service based: in this we provide the different service baskets. Each basket offering a set of

services and priced accordingly. •

Consumer market offering

•

Industrial market offering Package Basic household service

Premium service

Hospitality service

Attributes

Price

•

Maid

•

Security

•

Electrician

•

Maid

•

Baby sitter

•

Nurse

•

Security

•

Driver

•

Baby sitter

•

Maid

•

Nurse 25

Rs. 5,000 Per Month

Rs. 9,500

Rs. 5,000

•

Industrial market offering Product

Attributes

Pricing

Basic service

•

2 Cleaners

Rs. 12,000

•

2 security

•

Complete Maintenance

Premium services

Flexi services

•

•

4 cleaners

•

2 drivers

•

4 maids

•

All technicians

Choose your basket of

Rs. 20,000

Pay accordingly

services Place IAMTHERE provides Pan India services. The major locations of IAMTHERE centers are: •

Delhi

•

Chandigarh

•

Hyderabad

•

Bangalore

•

Kolkata

•

Mumbai

The channels offered by IAMTHERE include: • •

Web portal: It includes the latest service updates and the seasonal offers

Toll-free services :It is an easy touch point to provide the customer to be in contact with the company’s Promotion -means the promotions mix or the communications mix. As we are offering services, we take up: •

Commercial publicity, through advertisements. 26

• •

Direct mail to existing customers about discount offers and other attractive schemes.

Reaching new customers via other similar service providers such as the MOVERS AND PACKERS.

•

Word-of-mouth publicity

•

Internet-based marketing as well as outdoor ads (hoardings) will be used. 40 FINANCIALS

4.1 Expense Forecast

Service

Average charges(Rs.)

Plumbers

200

Carpenters

500

Maids

2,000

Security

3,000

Technicians

300

Electricians

300

Nannies

2,000

Babysitters

2,000

Janitors

800

Drivers

4,000

TOTAL

15,100

27

•

Average business and commission Average Business Commission

From

Rs. 15,100 average Rs. 3,020

business No. of Average Sales/month

150 Customers

Sales Value/month

Rs. 4,53,000

Yearly sales

Rs. 54,36,000

28

29

5.0 CONTROLS The purpose of IAMTHERE’s marketing plan is to serve as a guide for the organization. The Following areas will be tracked to gauge ongoing performance. • Awareness • Growth • Customer Loyalty. 5.1 Implementation The following milestones identify the key marketing programs. It is important to closely follow the outlined goals. Awareness

Growth

Customer Loyalty Apr

May Jun

Jul

Aug

Sep

Nov

Dec

Jan

Feb

Mar

Awareness From the first four months of the start of our operations, we are going to launch an intense promotional campaign that will induce awareness among the customers about our services. Promotional services and awareness spreading will continue for the rest of operational cycles but the first four months we are going to indulge in a vigorous campaign. Growth 30

Apr

From the first month onwards, we will try to establish ourselves in this market and strive hard to grow at a rate of 5 % in every month in the first year of operations. Customer Loyalty We will make the customers realize that IAMTHEREis the best service provider in the industry and make use of their word of mouth publicity to acquire more customers. Our customer will feel that their money is worth paid, by offering best service. We will also enhance our customer services to enhance the customer loyalty. 5.2 Contingency Planning Difficulties and Risks • Problems generating visibility. • Software/hardware issues can hamper the service request through our web portal and fulfillment of those services. • An immature market that is not yet ready to accept the convenience arising from our services at nominal rate. Worst Case Risks May Include • Problems securing workers from diverse backgrounds. • If marketing plan does not go well in the direction planned. Product revamp becomes a tedious job

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References: 1. www.olx.com 2. www.indiantelevision.com2 3. www.neoncarrot.com3 4. www.economywatch.com4 5. www.rediff.com/money/2009/february5 6. www.explore.oneindia.in6 7. HDFC bank presentation on healthcare business and opportunities.7 8. KPNG-FICC Report , Indian business.nic.in8 9. www.indianretailbiz.com/blog11

10. Ministry of commerce on SEZ.

http://www.sezindia.nic.in/HTMLS/Fact_sheet_on%20_SEZs_as_on%209.7.09.pdf 9 11. Website designed by Mr. Paresh Khatri. He is being working as a free lance web disinger and

software developer. His client base constitute of ithemes.com.

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