Strategic Marketing Project

Table of Contents

Mission and Vision……………………………………………………………………………..5

Overview of Bahria town:…………………………………………………….………………..5

1.0 Customer analysis….……………………………………………………………….……….7

1.1. Major segments……………………………………………………………………….……7

1.2 Motivations and unmet needs ………………………………………………………………7

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2.0 Competitor analysis …………………..…………………………………………………….6

2.1 Existing and potential customers…………………………………………………………….6

2.2 Strategic Groups……………………………………………………………………………...7

2.3 Competitors growth trends…………………..………………………………………………8

3.0 Market and submarket analysis…………………..…………………………………………10

3.1 Attractiveness of the market …………………..…………………………….………………10

3.2 Forces reducing profitability …………………..…………………………..……………….10

3.3 Entry and exist barriers …………………..…………………………………………………11

3.4 Alternative distribution channels …………………..………………………..……………...11

3.5 Significant industry trends …………………..………………………………..…………….11

3.6 Current and future key successful factors …………………………………..………………11

4. Environmental Analysis……………………………………………………………………....12
4.1 Environmental threats, opportunities, and trends .........................................................…......12
4.2 Strategic uncertainties……………………………………………….….…………………....12
4.3 Conceived Scenarios ……………………………………………...…………………………13

5. Internal Analysis………………………………………………………………………..…….13
5.1 Strengths.......................................................................................................................…...13
5.2 Business portfolio………………………………………………….…………...……………16

6. Strategy Development…………………………………………………………….…………..17
6.1 Core offering ………………………………………………………………………………..17

6.2 Upcoming Projects…………………………………..………………………………………17

6.3 Point of Differentiation………………………………………………………………............22

6.4Economic Development…………………………………………………………………….

6.5 Dastarkhwan ……………………………………………………………………

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Bahria Town

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Mission

Bahria Town aspires to be Pakistan’s greatest builder of all times, with projects offered to an
eclectic mix of segments , at choice locations with world class amenities, while ensuring the
highest international standards, timely delivery, and lifelong customer satisfaction.

Vision

To build the future, we need ideas, the free flow of those ideas, and the effective use of human
power and technology to shape those ideas into life changing ground realities. Globalization
makes all this ever more possible and easier, since the landmarks in luxury lifestyle around the
world, that took centuries to be built and perfected, are the priceless jewels of our inspiration.

Overview of Bahria town

Bahria Town is the largest real-estate developers and Investors in Pakistan and the largest
private housing society in Asia. Bahria Town has establishments in Islamabad and Rawalpindi,
where it is the original community with nine phases, which has a capacity of a planned
residential city for 1 million people. The Town's offers amenities (24-hour armed security,
schools, hospitals, a fire department, retail shopping, restaurants and entertainment centers).the
total worth in twin cities is $6 billion.

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Given the Pakistan's security issues, Bahria Town remains the safest place to live with a lower
crime rate than other developments. Rival Pakistani developer, Defence Housing Authority, have
built similar gated communities in the suburbs of major Pakistani cities such as Karachi. Bahria
Town operates Pakistan’s largest private sector fleet of heavy earth moving equipment and the
service workshops. Bahria is also building the First Formula 1 racing track with full proof safety
provided to Bahria Town residents. It employs over 20,000 work force with. Recently Bahria
Town announced its collaboration with Starwood Hotels for the opening the Sheraton Golf &
Country Club, which would be the first of its kind in Pakistan. Malik Riaz Hussain, Founder and
Chairman, is the force behind Bahria Town, started in the 1980s as a small-time contractor. As
competitors targeted the rich, he built for the emerging middle class, becoming one of the alive.
In May 2012, Bahria Town won five awards at the Asia Pacific International Property Awards.

1. Customer Analysis

1.1 Major segments

The major segments of Bahria town in Rawalpindi, Lahore and Karachi and Peshawar. The
target market in monetary forum in middle and high class mostly preferred live in bahria town.

1.2 Motivations and unmet need

Bahria town motivates their customer through different techniques. Bahria town provides the
own energy system and own securities systems .Because there is big issue in Pakistan in
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securities issue so the Bahria town change the customer mind through own securities.Bahria
Town also has constructed 3 grid stations with its own resources and also provides underground
lines to its residents. There is no load shedding in Bahria Town.

Bahria town provides the customer the status or high quality of living standard within Bahria
town and provides the all types of facility with Bahria town, such as hospital and school and
shopping mall and park and entertainments etc. bahria town motivated the customer through
commercial business and school and hospital and shopping centers and entertainments.

2. Competitor Analysis

2.1 Existing and potential competitors

Defense housing authority Islamabad (DHA)
Since its inception in 2005, DHA Islamabad-Rawalpindi is contouring the concept of premier
community lifestyle. DHA has become the epitome of developing and creating residencies and
communities for the diverse populous. We are growing progressively but with sustainable pace,
focused more towards reliability in the development of communities. "DHA" itself has become a
brand and its legacy has shed a huge responsibility in charting our course of growth and
expansion.

DHA phases

Phase I, Phase II, Phase II EXT, Phase IV, DHA Valley

Jinnah Garden

Overview: Located near the Islamabad Highway, Phase I, Jinnah Gardens is a residential area
that was established in 2007. Sixty percent of development work has been completed; 10% of the
area is built up.

Boundaries: Vacant plots (north), Main GT Road (east), PWD Housing Scheme (south) and
Islamabad Highway (west).

What is nearby: Islamabad Highway and Naval Anchorage are a five- to 10-minute drive away.

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Total area: Approximately 413 acres.

Utilities include: Electricity, sewerage and telephones; water and gas will be available shortly.

Proposed amenities include: Commercial areas, parks and schools.

Gulberg housing society

Gulberg Islamabad is a housing project launched by Intelligence Bureau Employees Cooperative

Housing Scheme (IBECHS) in 2005. The project is also known as

It is located on Islamabad Highway at the intersection of Zone-IV and Zone-V, 3km from
Benazir Bhutto International Airport IBECHS Phase-III, Islamabad.and 12km from Islamabad
Club.

2.2 Strategic groups

A strategic group is a concept used in strategic management that groups companies within an
industry that have similar business models or similar combinations of strategies. In our strategic
group there are three competitors that they are using similar business model.

2.3 Competitors Growth trends

Competitors Growth trends (per month)

DHA 50 to 60 houses.
Jinnah Garden 25 to 30 houses.

Gulberg housing society 5 to 10 houses.

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Strengths, weaknesses, and strategies of competitors

Competitor Strengths Weaknesses Strategies

• Security • Underdeveloped They are

• Telecommunication commercial area making plans
Services • Not much schools for developing
DHA • Health commercial

• Education area and

• Shopping schools.

• Underground • Hospital facilities They are

Electricity. are not up to mark making plan
• Sewerage Treatment • Transportation for opening a
Plants, facilities are not new hospital
• Underground Water available in future.
Jinnah Garden
Supply Network
Tube Wells,
• Underground
Telecommunication
Networks
• Underground Gas

• Golf Club They are

• Sports Complex • Electricity problem making plan
• Amusement Parks mostly in summer. for backup of
• Commercial Avenues electricity.
• Lakes
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 Gulberg • Restaurants
housing society • Hotel
• Transport Terminal
• Public Library
• Underground
electric, gas and
water connections.

3. Market and sub market Analysis

3.1 Attractiveness of the market

Pakistan is currently 6th largest country of the world population wise having about 200 million
strength in 2012 with about 0.8 million km of area being 34th largest country in the world. The
population growth rate for 2012, 1.55% per annum. Pakistan is a under developing country with
every type of natural resources and hence the chance of progress is always available. Pakistan is
a good market when talking about the real estate investment. Pakistan required almost 0.8
million homes annually are required to provide the shelters for Pakistani citizens but the capacity
of construction capacity of public and private sector in Pakistan is about 0.350 million homes
annually, so the remaining .045 million homes will be added to next year. This show the great

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investment opportunities in real estate sector of Pakistan. Bahria town Increase the prices by
60.5% in a year.

Bahria Town Lahore the largest real estate developer in Pakistan is one of the private
organization that join hands to compete the scarcities of shelters in Pakistan. The Bahria Town
introduced the new horizon of life style with all the leisure and luxuries with in affordable cost.
The Bahria Taj Mahal Banquet a recently addition to Bahria life style is the largest banquet place
in Pakistan, with its unique and luxurious style for Pakistanis especially for residents of
Lahore. Other Facilities includes. The Town's offers amenities (24-hour armed security, schools,
hospitals, a fire department, retail shopping, restaurants and entertainment center.

3.2 Forces reducing profitability

There are larger number of competitors coming into the market such Gul burge and Jinnah
garden,sohwan garden, River garden .They are the reason to reduces the profitability, but
overall the Bahria town the total profits is more than others competitors. Inflation and taxes are
also some forces that reducing the profitability.

3.3 Entry and exist barriers

The entry and exist barrier are very high because for these societies require a huge investment
and there are many strong competitor working already well so normally very few new competitor
come in this industry.

3.4 Alternative distribution channels

When the electricity gone the bahria has own power constructed 3 grid stations that start
working automatically. This is a major alternative strategy of the Bahria town.

3.5 Significant industry trends

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Bahria town the main focuses on the customer perceptions how to enhance the livng standard of
the customer through Luxury. Cinemas in Bahria Town are just right for you. The majestic, fully
air-conditioned halls are impressive and soothing, while the state-of-the-art Cineplex screen and
latest surround sound treat you to a delightful entertainment experience with the most modern
cinemas in Pakistan. The mini golf courses in Bahria Town are enjoyed by serious golfers as
well as recreational players.

A historic step by Bahria Town announces Pakistan’s Tallest Building “Eiffel Tower” in Bahria
Enclave Islamabad. Eiffel Tower will be the tallest building of Pakistan consisting 0f 87 Stories.
There is all ultra modern facilities like Shopping Malls, luxury apartment, services corporate
offices and many other facilities. Bahria Town keeps its promise to deliver a new lifestyle to
residents of Pakistan.

3.6 Current and future key successful factors

Bahria town is committed to operate in a way that protects the environment and takes into
account the economic and social needs of the communities of the peoples or customers where we
operate. Bahria town provides the higher level of luxury life for the customers. Because when the
our goal is to achieve excellent environmental performance in each of our businesses to Protect
Tomorrow, Today Bahria town adopted the foreign housing society style is also the successful
factors in Pakistan. Now in these days in Pakistan there are security problems in Pakistan so the
Bahria town provide own the securities policies and securities systems. One more factors is
Bahria town also fellow the same type of standard of style in house society in used material
according to standard requirement; it’s also help to decrease the social status between the
peoples. The energy crises is one of the hot issues in Pakistan that public have to face in daily
walk of life since a long period of time. To provide the luxury life style in real meaning, Bahria
has launched its own Power Grid Station. So now no need to worry about power shortage or fear
for losing the expensive electrical products. Infrastructure of all utilities is under the ground. The
water-supply lines, electric power supply lines, telephone, and gas are all underground.

4. Environmental Analysis

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4.1 Environmental threats, opportunities, and trends

Industry opportunities threats Trends

• More • fiscal policy

Real state investment. • Terrorism People’s Living style

• People’s • Taxes threats changed.

favorable • utilities threats

purchasing
behavior
toward real
estate

4.2 Strategic uncertainties

The major strategic uncertainties and information need area is “power generation”. Because
they are developing very fast and approximately 150 houses are constructing per month. So they
need more power energy to fulfill the demand of new houses.

4.3 Conceived Scenarios

• Construction industry revolution.

• Every person wants good environment.

5. Internal Analysis
5.1 strengths

Cinemas

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The majestic, fully air-conditioned halls are impressive and soothing, while the state-of-
the-art Cineplex screen and latest surround sound treat you to a delightful entertainment
experience with the most modern cinemas in Pakistan. What’s more, you’ll have a say in the
choicest movies being played, courtesy our members feedback
The Arena
The Arena introduces to the residents of Bahria Town and the Twin Cities a first of its kind Gold
Class digital 3D cinema experience.
Cine Gold
Located at The Square, Bahria Town Lahore, Cine Gold is one of the best cinemas in Pakistan.
Cine Gold Plex
Pakistan’s First Gold Class 3D Cinema.

Schools
Believing in an Educated Nation, Bahria Town aims to strengthen Pakistan’s future as a nation.
With conscientiously designed school setup and finest team of educationists to facilitate
objective learning, Bahria town is securing a desirable future for your children. Fully equipped
science laboratories, computer rooms, libraries and playgrounds, Bahria town runs a host of
primary and secondary education schools providing the highest quality of teaching and
extracurricular activities for an all-round balanced growth of our most precious assets, our
children.
Hospitals
A very integral part of any community living concept is to have complete and comprehensive
medical services, so that the residents feel well cared for. The medical facilities at Bahria Town
are equipped extensively with the most modern and sophisticated medical equipment run by
experienced and highly qualified medical specialists.

Commercial Zones

The Bahria Town Commercial Zones are designed and managed to house all the retail items of
daily and specialized needs. From grocery to designer clothes, heart snatching and home décor
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are all available for the convenience and independence of our precious family members; the
residents of Bahria town.

Garbage Disposal
Beauty is easier achieved but harder maintained. We have therefore diversified our civil
maintenance wing in order to cater to all the major focuses in maintenance. Our trained staff with
the modern cleaning and disposal equipment ensures that the roads are kept clean, the garbage
bins are emptied daily and any and all littering is removed before becoming visible.

Fire Brigade Service

Since the safety of our residents is our prime promise, we have set up a comprehensive fire
brigade station system in both Bahria Town Lahore & Islamabad

Retail Areas
Caught unprepared in a surprise guest visit, last date for payment of utility bills, emergency need
for cash and above all no car is available at home, well bear no more sweat! Realizing all the
challenges of a fast-paced life of today and a hyper-tomorrow, Bahria Town has designed all
retail and commercial facilities around your address. You can simply take a stroll around easily
accessed shopping areas and fulfill of your household needs. Kiosks have been placed in various
locations in Bahria Town, Rawalpindi to facilitate the members with the payment of their utility
bills.

Mini Golf Courses

Designed principally as putting tracts which mimic the subtle contours of real golf greens, the
mini golf courses in Bahria Town are enjoyed by serious golfers as well as recreational players.

Bahria Town puts Pakistan on the World map

Asia Pacific International Property Awards 2013-14, Malaysia

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Bahria Town achievements

Bahria Town achievements have been making headlines across international media as well,
making a name for Pakistan in the international community. CNN, Newsweek, LA Times, The
National and Euro Asia Industry have all applauded the success story of Bahria Town.

5.2 Business portfolio

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6. Strategy Development
6.1 Core offering:
• Living standard of the peoples
• Structures of the building
• Provides the luxury life through environment of the building and locations

6.2 Upcoming Projects

Palisades Apartments
Project Attraction: Luxury Apartment Living in the heart of Bahria Enclave Islamabad
Project Type: 1, 2 & 3 Bed Apartments
Project Status: Launching Soon
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Luxury apartments located in Islamabad’s most appealing and developing neighborhood, Sector
M, Bahria Town Enclave. A place where great beauty and peace come together to create a whole
new level of fine living by redefining the sense of space, serenity and security.

Facilities include:

• Smart Apartments with keycard access & Wi-Fi covering the entire facility
• Gated community with 24 hours security
• Courtyard lawn with water features
• Basement dedicated for assigned Cars Parking Spaces
• Supermarket, Health Club, Restaurants, Mosque & Community Hall
• Sports Complex (badminton & basketball courts, covered swimming pool & kids pool)
• Grand reception & waiting areas, Express elevators & cargo lifts

Bahria Golf City

Project Attraction: Golf course resort housing project over the lush green hills of Islamabad

Project Type: Master planned Golf Course Resort with turn key housing

Location: 15 minutes from Diplomatic Enclave, on the new Murree Express Highway

Features

• Commercial centre
• School
• Commercial areas
• Mosque
• Parks

Sheraton Golf & Country Club

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Project Attraction: Pakistan's First Branded Golf & Country Club

Location: Bahria Golf City Resort, 15 minutes from Diplomatic Enclave, on the new Murree
Expressway, Islamabad

The Sheraton Golf & Country Club is an integral part of resort community of Bahria Golf City
and boasts a setting that complements the four seasons with spectacular beauty. It is a unique
club in the grandest tradition with extensive facilities, featuring majestic architecture, panoramic
valley and golf course views, and all the amenities of a luxury hotel and conference center. It
encourages you to treat yourself to a special world where you can indulge and rediscover your
passion for life around the year.

Sheraton Hotel

Project Attraction: First Star Resort in Pakistan

Location: Bahria Golf City Resort, 15 minutes from Diplomatic Enclave, on the new Murree
Expressway

Key Features

• 372 room luxury hotel

• Business Lounge

• Gym

• Spa

• Outdoor & indoor pools

• Sports & Cigar Bar

• Specialty Restaurants: Pakistani, Italian, Asian,

• Surf & Turf Restaurant

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Bahria Garden City

Project Attraction: Pakistan’s first golf course community

Project Type: Master planned Golf Course residential project

Project Status: Extensive Development work under progress

Location: Bahria Town Rawalpindi, West of Phase 7, Connected to GT Road

Features

• Championship Golf Course; USGA Standards, Par 72, 7409 yards

• Club House
• Swimming pool
• Lounge
• Restaurants
• Marriage house
• Suite
• Schools
• Mosques
• Waste Water Treatment Plant
• Sewerage and Drainage System
• Electricity
• Telephone
• Gas
• Security System

Ahram-e-Misr

Project Attraction: Gated community built on the Egyptian theme, with luxury villas

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Project Type: Turn key housing with luxury villas

Location: Bahria Town Lahore

Available: 750 sq. yards Luxury Villas

Ahram-e-Misr Lahore is an extraordinary new concept in modern day living. Based on the
civilization of ancient Egypt, the whole community reflects the rich Egyptian architecture in an
opulent style. Supplemented by truly world class set of services available to the resident of
Bahria Town Lahore, Pyramids is simply a class above the rest. Life size structures of “Sphinx”
and “Cats” in each street make this whole community give a look of Egyptian lifestyle

Oasis

Project Attraction: Secure and gated community of luxuriously planned farm houses.

Project Type: Turn key housing, Farm houses.

Location: Bedian Road, Lahore.

Main Description:

Oasis is a gated community, ideally located in close proximity to DHA Phases 5 & 6. Ten
modern luxurious farm houses with subtle Mediterranean stylistic references are carefully
arranged around a gently curving roadway, each offering a unique vista, a unique perspective.
The houses have state of the art, high end facilities and finishes, with an absolute non-
compromising focus on comfort and unprecedented design quality.

Features:

• Private temperature controlled swimming pool (with each house)

• Beautifully designed landscaping with water bodies installed in it

• Covered car garage accommodating 2 cars.

• Electricity backup – providing uninterrupted power

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 • 24/7 Security and maintenance

• Uninterrupted supply of Gas and water

• Common area cleaning round the clock

• Water sprinklers everywhere in the landscaping

Bahria Paradise

Project Attraction:
Luxury apartment’s project comprising of high-rise residential towers, with modern in-house
health and entertainment facilities essential for community living. A special and exclusive
attraction is the breath taking view of the Soan River and the Green Valley.

Project Type: High rise residential towers complex master planned with modern in-house and
community amenities.

Location: At the gateway to Bahria Town Phases 1-6 from the main GT Road

Available: Studio apartments comprising of 1, 2, 3 & 4 bedrooms with shared podium and
basement parking.

Throw yourself in the lap of luxury at the Bahria Paradise. True to its title this development
caresses you with the bounties of both nature and modernity that are exclusive within the
national confines.

This luxurious tower compound forms an integrated part of a larger master-planned community
combining residential apartments, offices, luxury hotel and the ultramodern shopping mall.

Two clubhouses with food courts and laundry service help you minimize your domestic errands.
A community centre, a bowling alley, and a fully fitted gym with screened swimming pool,
Sauna and Jacuzzi are some of the added pleasures of living in Bahria Paradise. You simply

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come to the most convenient, self-sufficient, fine community and the most progressive address in
Pakistan

6.3 Point of Differentiation

Standard of Living (Life style)

6.4Economic Development
Direct employment for 21,000 people and 100,000 families Livelihoods for over 1 Million
families through associated employment Attracting and injecting foreign investments even
during financial crisis, presently building 2 Sheraton Hotels with investment of more than USD
200 Million. Generated demand for 55 factories from cement, paint, bricks, glass and tiles to
aluminum. Bahria Town has paid direct and indirect texes woth Billions of rupees to the
government.

6.5 Dastarkhwan
Two meals a day for the poor is a small contribution But, even small contributions can make a
big difference. An unprecedented initiative providing FREE meals, twice a day, to more than
35,000 people throughout Pakistan. Opening 12 more Dastarkhwans in addition to 6 already
operational outlets. Overall spending of PKR 30 million rupees on providing 10,500,000 meals
annually. By the grace of god almighty we are providing free daily meals to more than 35,000
people daily, twice a day.

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