Khadim
Khadim
Khadim
02-111201 -175
02-111201 -278
02-111201 -226
02-111201 -083
Trend of industry 7
Key players 7
Introduction 13
Mission 13
Communicatio n strategies 18
Advertising 20
Sales promotion 21
Pricing strategies
➢ KHADIM.PK is an online platform for customers to scout for the best professional in the
service industry-like plumber, electrician, cleaner, event planner and yoga trainer etc.
➢ Simply put, it connects online users with offline business.
➢ Our vision is to use technology and smart process to structure the highly unorganized services
market in Pakistan.
➢ We aspires to make hiring a service professional as easy and straight forward as E-commerce
companies have made buying product
SWOT ANALYSIS
STRENGTHS WEAKNESSES
• Easy on pocket • Lack of fund
• Services will appreciable on
• Limited reach
ios and android application
• Security issues
• Ideal for last minute
prerequisites
SWOT
OPPORTUNITIES
• Expansion in one more THREATS
innovative services • Lack of demand because
• Add service charges base on clients lifestyle changes
hourly or fixed price. • Money related misfortune
Professional Services Marketing
Plan
MARKET SEGMENTATION
Geographical segmentation
i. World region or county: Pakistan.
ii. Province-wise: Sindh, Punjab.
iii. City-wise: Major cities. iv.
Density: Urban, Suburban.
Demographical segmentation:
i. Income: High-income consumer.
ii. Family lifestyle cycle: Single, Newlyweds, children leaving parents for studies or work,
children getting married.
Behavioral segmentation:
i. Occasions: Special occasions like Birthdays, anniversary, parties,
mother’s day, father’s day.
ii. Benefit sought. iii. User status: First time users, potential users.
iv. Usage rate: Medium users, heavy users.
TARGET MARKET
The target audience of KHADIM.PK are mainly the part of our population that prefer to stay at home.
Specially, the working class of people who are way too busy to focus on their daily lives chores.
Through this service they can easily get stuff over and done without wasting anytime in just a single
Professional Services
click. The individuals who lack the availability of convince and the housewares who cannot leave their
house for us .this will support them by bringing easier and smarter access for main house hold activities.
Marketing Plan
POSITIONING STRATEGY
This is an all-rounder app which gives an easy access from booking appointment to your nearest salon to
calling a repair and maintenance person to fix your house. Our service KHADIM.PK take place in an
online marketplace with the amazing concept of making a direct link to the costumer and provider.
Through the help of this app you don’t have to wonder on the roads to find a plumber, event manager or
a health and fitness teacher. Just find the option in the app, find your suitable rates and there you have
the service at your door.
Professional Services
Marketing Plan
INDUSTRY ANALYSIS
Trend of industry
KHADIM.PK is an online market place that provide services to the customers at their home in a
way that never been experienced before. I connect online users with offline business.
Key players
Operations manage
Marketing manager
Professional staff
Weaknesses
Need to improve our commitment to company goals.
Opportunities
We can influence outside teams about our way of working.
Increase company revenue.
Professional Services Marketing
Plan
Threats
Uncertainty about which technology to use.
Not sure with API will be ready in time to be able to use it.
Opportunities
Continue expansions for online sales
Marketing Plan
Weaknesses
Competitors can offer similar products quickly
Threats
Changes in regulation can impact the business Product
STRATEGIC OBJECTIVES
To ensure our business sustains and captures the targeted market, it is pertinent to develop strategic
objectives that will enable us to chase the business target. We will develop the following strategic
objectives for our online business:
We will offer discounts like 20%off, 30%off on our services so that customers would love to avail our
services. By offering discounts we will receive more orders from the customers causing our services to
increase further. Through this we can capture higher market share and gain customers attention.
In the first year, we must make our promotional strategy better. We will do the promotion of our online
business through social media. We will make a Facebook page through which we can make customers
aware about our services. We will also do advertisement through television. Through social media we
can make customers all around the world aware about our business. Therefore, through these strategies
our business (KHADIM.PK) can attract customers and can gain 5% market share in first year.
Once the brand is established and people associate themselves with it, we will be able to achieve
customer loyalty which will get the word of mouth across. To achieve 20% market share in next 5 years
we will increase market penetration by providing those services that is trending in market. We can gain
market share through service innovation. Creating greater value for our customers and deliver more
revenue for our organization. There will be less faults in the services provided to the customers to
increase trust. We will provide those services to our customers that are limited in market and consumers
can’t access them. We will create Market Research Department to find out what services customer need
so that we can provide them at their doorsteps. Through this research we can gain information on
consumer preferences.
Professional Services Marketing
Plan
Be the world #1
In order to become world’s number one online business, it is important to ensure high quality of
services, their availability, competitive pricing and on top of it all excellent customer service. By
providing good customer services we can retain our clients and generate higher revenue. Keeping our
customers happy is the primary objective of our organization.
We will expand our services and ensure that every service that we provide online including customer
advisory.
Moreover, our main objective would be getting and staying profitable. Maintaining profitability means
providing good services to customers, making sure that revenue stays ahead of the costs of doing
business. We will focus on controlling costs in our operations while maintaining the profit margin on
services provided by us.
We will make our online business an employment attraction and retention. We will maintain a
productive and positive employee environment to improve retention. By maintaining productive
environment employee turnover rate will reduce and there will be more recruitment of employees.
Training our employees to cater to customer needs is crucial to the success of our business.
We’ll focus on staying ahead of the competition by adopting ongoing business objective of our
organization and maintaining competitive pricing. This will help us in understanding the ranking of our
services in marketplace, help us to determine how to improve our standing amongst customers and
revenue. For growth and dealing with developing marketplace it’s essential to bring change in
management to meet the challenges faced in an organization’s path.
Professional Services Marketing
Plan
We will develop fulfillment strategy. Fulfilling international order is different than doing so
domestically. We can tap top suppliers in the country that we target to expand in. This will save
our time of searching for new supplier that will provide home service that is needed by
customers. As suppliers will be available in the country, we target to start our service this will
encourage customers to place order on our online portal to avail our home service.
Moreover, we will set a competitive pricing strategy. We will set the price of our service
according to the country where we plan to sell. For example; spending $50 for online purchase is
normal for customer of US, but for the buyer in Pakistan $50 would be a higher portion of
buyer’s income so they may not be able to afford it. Therefore, we will set the price according to
the country we are planning to provide service. We will set competitive price in order to knock
competitors out of market, but our aim would be to earn profit and generate more revenue.
PRODUCT STRATEGIES
Professional Services Marketing
Plan
Introduction
Khadim.pk will be the first at home services provide in Pakistan. It will be all in one platform that helps
users hire premium service professionals, from beauticians and masseurs to sofa cleaner, carpenters and
technicians.
Mission
“OUR MISSION IS TO EMPOWER MILLIONS OF SERVICE PROFESSIONALS BY DELIVERING
SERVICES AT HOME IN A WAY THAT HAS NEVER BEEN EXPERIENCED BEFORE.”
WORKING PROCESS
KHADIM.PK provides a plat form that allows skilled and experience professionals to connect with users.
Looking for specific services. ALL the professionals, through experienced and skilled. Undergo intensive
training modules before being allowed to list their services on the platform. Once on the platform our
match making algorithm identifies. Professionals who are closet to user requirements and available at the
requested time and date.
Firstly we will start our services from urban cities like Karachi, Lahore and Islamabad.
BRAND LOGO
Professional Services Marketing
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BRAND NAME
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“KHADIM.PK”
FUTURE DEVELOPMENT
KHADIM.PK an online home service market place, in future will focus on strengthening presence in the
existing market and may look at future expansion.
In Pakistan, the company plane to have a presence in the top largest cities and will offer mass services to
increase its base size. The presently company will serve only in Karachi, Lahore and Islamabad and add
more services in future.
PRICING STRATEGIES
As our online business KHADIM.PK is providing all sorts of facilities such as job opportunities, online
services such as beautician facility, carpenter facility, sofa cleaner facility, dry clean pickup and delivery
and many more. In order to provide these facilities, we must employ a pricing strategy that enables us to
capture the market. As a result, we will employ the Price Penetration Strategy which will enable us to
set lower prices compared to competitors in order to gain market share and attract customers.
This strategy will let us initially set low prices to rapidly reach a wide fraction of the market and initiate
word of mouth which is crucial for expanding our new business. The strategy works on the expectation
that customers will switch to the new brand because of the lower price. Through this strategy we can
easily capture the customer base, ensure sustaining them and achieve economies of scale.
Since online services is a highly competitive business and the services offered by us might also be
available on other online sites, setting lower pricing is the key to gain customer loyalty and enable brand
building.
Marketing Plan
So, by using these discounts and bundles we (KHADIM.PK) can gain maximum market share, services
will increase and will become famous worldwide, revenue will be generated, enabling the business to
grow.
Professional Services Marketing
Plan
PROMOTION STRATEGIES
• Plumber
• Electrician
• Beautician
• Grocery seller
• Yoga /fitness
• Appliances repair
• Painter
• Cleaner
• Event planner
Communication strategies
Communication objectives:
Building awareness
a brand
Stimulating brand
Building awareness
Building awareness is important for new products and companies that are still unrecognized in a market.
Firstly our website describes all and there will be direct chat option that effectively reach clients.
Providing information
In other situations, it is needed to help clients in the seeking phase of the purchasing process. By
providing information, we will help users in making a choice and select services as per their
requirements.
Marketing Plan
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Corroborating a brand
A purchase is not the highest aim;
Client satisfaction and repeat purchases is where the marketer aims for. We will offer our 100% best
services to gain customers satisfaction.
Stimulating brand
We will provide first free trial services and buy one get 20% off on other service. Which is important
aim for quickly actualize purchases.
• DHA Phase 1 to 6
• Clifton
• Gulshan
• Nazimabad
LAHORE
• Johar town
• Model town
• Iqbal villa
•
ISLAMABAD
• Gulberg
• F-10
• Bahria town
Advertising
TV
• Main medium and target audience
Professional Services Marketing
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Radio
• Will play 15 to 30 seconds commercial just during drive time 8 to 10 and offices off time 5 to
6
News paper
• Box ads in Sundays
• Launch add in front pages of dawn, tribute, Jung.
Magazine
• Column in magazine plus discount vouchers and QR scan code deals.
Outdoor advertising
• Main headings
• Sticker on main roads like shahra-e-faisal, teen talwar, do talwaar and karsaz, etc.
• Streamer polls as per occasions and festivals.
Marketing Plan
Sales promotion
Consumer promotion tools
Sampling
We will provide discount services voucher and scratch cards during lunch of our service.
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Point of purchase
We will offer annual sale to users plus special occasion discount like 20% off cleaning service on any
other ordered service.
Professional Services Marketing
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Professional Services Marketing
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Professional Services Marketing
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Display stalls
We will arrange stalls in fronts of marts. Like imtiaz, mile stone and agahs
Direct marketing
Following are the common sale force to increase awareness or to educate market about our services
Fliers
We will set fliers in malls like lucky one and dolmen mall etc. for a month and distribute broachers and
catalogs for free to people.
Text messages
Will send sponsored text messages of KHADIM.PK promotion just on the launching day.
Coupons
In malls and marts we will distribute discount coupons and post cards.
Internet marketing
Email marketing
We will update our loyal users about discount and deals by sending promotional email direct to their
phone.
Internet ads
We will plays a same 15 to 30 sec commercial during YouTube videos.
Social media
We will send coupons and discount cards to instagram, facebook, influencers and blogger as a
promotion and paid promotion collaboration.
Professional Services Marketing
Plan
We will use “percentage method” because this method involves setting a budget by % of sales, sales
goals or gross markup. The percentage we use can be derive from our company’s performance and
standards.
DISTRIBUTION STRATEGIES
Pros Cons
Pros Cons
➢ Accounts control by middle man or seller ➢ Shared multiple marketing support
➢ Segmentation ➢ Potential conflicts
➢ Less control over business sales ,display ➢ No product loyalty
etc.
The final choice between the two channel and reason for choosing it.
Professional Services Marketing
Plan
We as a services provider are choose direct channel because we directly interact with customers and we
want our customers to receive the best possible services. So we can’t rely on third party selling system
because it will create conflict between company and customers In which areas will you distribute
your product services?
Karachi Lahore Islamabad
➢ DHA Phase 1-6 ➢ Johar town ➢ Gulberg
➢ Clifton ➢ Model town ➢ f-10
➢ Gulshan ➢ Iqbal villa ➢ Bahria town
➢ Nazimabad