agility marketing plan
TRANSCRIPT
AGILITY MARKETING PLAN
AGILITY MARKETING PLAN
AgilitySecond Floor, Progressive Centre, Block-6, P.E.C.H.S,
Main Shahrah-e-Faisal, Karachi-75400,
PakistanSindh.
21-111-436-436 & +92-21-438740421-4383763
AGILITY MARKETING PLAN
AGILITY MARKETING PLAN
TABLE OF CONTENTS
1. EXECUTIVE SUMMARY......................................................................................................2
2. SITUATION ANALYSIS.........................................................................................................4
2.1. MARKET SUMMARY............................................................................................................42.2. SWOT SUMMARY...............................................................................................................92.3. THE COMPANY..................................................................................................................112.4. COMPETITION....................................................................................................................15
3. MARKETING STRATEGY..................................................................................................37
3.1. MISSION:...........................................................................................................................373.2. FINANCIAL OBJECTIVES....................................................................................................373.3. MARKETING OBJECTIVES..................................................................................................373.4. TARGET MARKET STRATEGY............................................................................................373.5. BRANDING.........................................................................................................................373.6. MARKETING MIX...............................................................................................................38
4. FINANCIALS.........................................................................................................................39
4.1. BREAK-EVEN ANALYSIS:...................................................................................................394.2. SALES FORECAST..............................................................................................................394.3. EXPENSE FORECAST:.........................................................................................................40
5. CONTROLS............................................................................................................................41
5.1. IMPLEMENTATION.............................................................................................................415.2. KEYS TO SUCCESS.............................................................................................................425.3. CONTINGENCY PLANNING:................................................................................................42
6. APPENDIX: AD SUPPLIMENT............................................................................................43
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AGILITY MARKETING PLAN
1. EXECUTIVE SUMMARY
Agility is a global provider of integrated supply chain solutions with more than 20,000 employees, 450 offices in 100 countries around the world and over $4.5 billion in annual revenue. A publicly traded company, Agility offer Agility’s customers truly personalized service and flexible solutions tailored to meet their individual business needs, supported by a comprehensive network of warehousing facilities, transportation and freight management services.
Agility’s customers span a range of industries from technology and retail to consumer products and oil and gas. In addition, Agility has three specialized business units: Defense & Government Services, Project Logistics, and Fairs & Events Logistics, each with dedicated teams to meet the complex customer requirements in these markets.
As Agility is a new of a mergert of four well known companies TRANSLINK, TRANSOCEANIC, GEOLOGISTICS, PWC LOGISTICS. So its also a merger of four experience. But still Agility requires a sophisticated marketing plan to make a name in the market and acquire customer and increase market share.
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AGILITY MARKETING PLAN
Revenue Over US $ 5 billion
Ranking Global Top 10 Logistics Provider
Employees Over 20000 worldwide
Ownership Publicly traded
Countries of Operation Over 100 Countries
Office Over 450
Vehicles 6000 (Company owned)
Warehouse space More then 700,000 Square meter of environment-controllers warehousing
More than 800,000 pallet storage potions.
More than 5,500,000 square meters of open yard storage
CEO In Pakistan Mr. Moin Ahmad Malik
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AGILITY MARKETING PLAN
2. SITUATION ANALYSIS
Agility has entered their first year of operation. In order to achieve the market penetration, marketing must become a dominant business activity. Agility offers all their potential customers a reliable, professional, delivery service that can provide service of freight forwarding, custom clearance and logistics and supply chain solutions. The basic market need is a reliable service that can support all needs that a retailer, wholesaler or any firm related to any industry may have.
Target Markets:
Importers
Exporters
Defence and Government
Telecommunication industry
Manufacturing industry
Educational industry
Computer industry
2.1. Market SummaryAgility possess good information about the market and has excellent information about the common characteristics of the most prized customers. This information will be used to better understand who is served, their specific needs, and the best way to communicate with them.
2.1.1. Market Demographics:The profile for the typical customer consists of the following geographic,
demographic, and behavior factors:
Geographic• The immediate geographic area is Pakistan.• They provide their service in 44 cities and also other cities are in need of delivery of reliable services.• The total targeted population is 9 million.
Demographics Companies are mostly from different industries. All sizes of companies are there who are in need of reliable delivery services. It supports only business to business transactions.
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AGILITY MARKETING PLANBehavior Factors
Most of the firms will use a delivery service instead of sending someone. Have an expectation of faultless, persistent service. Have an expectation of fast and secure delivery of services.
2.1.2. Market Needs:
When a company wants to open a new market outside or inside its home country, there is a temporary need for very professional expertise. They need to establish distribution, evaluate distributors' merits and problems, select and open new channels. While this is also true of all other manufacturers, we specialize in high technology products because we have true expertise in this area.
Agility is one of the most rapidly growing logistics companies of the world. Agility gets this position due to quickly understanding of market need.
Agility found following need of market.
1. Inventory Management:
After a thorough research Agility found that companies need a secure place to store their consignments. To fulfill this need of storing consignments Agility provides the facility of warehousing and inventory management.
2. Custom clearance:
Custom clearance occur at two situations, one is import and second is export Agility studies the situation at port and came to know that custom clearance is a hassle work for companies to clear their consignments due to complex structure of rules and regulations. Agility provides the facility of Customs Clearance using their strong personal relations in customs, which fulfills the customers’ needs.
3. Door to Door Delivery:
Every company wants their consignments to be received or to be delivered to and from their customers at door steps quickly, securely and punctually. For need of rapidly distribution of goods Agility provide the services with brand name of Road Freight, Ocean Freight and Air Freight.
2.1.3. Market Trends:Although the logistics and freight forwarding industry is unorganized and
unstructured but studying other companies we came to know that the market trend for the industry is a shift from freight forwarding to logistics and supply chain solutions. There has been a subtle shift in the logistics industry within the last decade of an increase in freight
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AGILITY MARKETING PLANforwarding including logistics and supply chain services. There are many possible reasons for this observance:
• Nowadays many companies outsource their supply services and order management. This has brought a great change in the trends of industry.
• Change in the retail and whole sale market like concepts of supermarkets and stores emerges due to which supply solutions and inventory controlling is needed more which extends the market for logistics industry.
Market Forecast
2.1.4. Market Growth:
As Agility is new company so at this stage this is much difficult to calculate the market growth in percentage. But on facts Agility growing rate is very high as compared to other logistics. At the time of starting (November 30, 2006) Agility was doing business of Freight forwarding and Customs Clearance only. But now in March 2007 Agility is a reliable name in the market of Warehousing, Supply Chain, Road Freight, Ocean Freight, Air Freight etc. showing the highly growth rate of Agility.
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AGILITY MARKETING PLAN
2.1.5. Company Demographics
Company’s Employees
Market Segments Male Female Total
Employees In Percentage 65% 35% 100%
Employees In Quantity (Pakistan) 2900 1600 4500
Employees In Quantity (Karachi) 350 150 500
Employees In Marketing Department (Karachi) 1 1 2
Employee’s Education(Field Work)
Market Segments Male Female Total
Less than Bachelor Degree (%age) 90% 10% 35%
Bachelor Degree (%age) 99% 1% 35%
Master Degree (%age) 100% 0% 30%
In Agility there are many workers working over 100 countries. This is not much easy task to collect exact demographics situation of Agility. Similarly in Pakistan there is also so difficult to collect exact information about demographic situation. But according a rough estimate the Agility’s Demographics is as follow:-
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AGILITY MARKETING PLANEmployee’s Education(Office Work)
Market Segments Male Female Total
Less than Bachelor Degree (%age) 80% 20% 10%
Bachelor Degree (%age) 75% 25% 40%
Master Degree (%age) 85% 15% 50%
Employee’s Age
Market Segments Male Female Total
Employees’s Age Under 30 Years (%age) 80% 20% 70%
Employees’s Age Between 31-50 (%age) 75% 25% 28%
Employees’s Age Over 50 Years (%age) 100% 0% 2%
2.1.6. Company Geographic
Market ‘s Share
Geography 35% Asian countries
35% European countries
25% U.S. countries.
5% Other countries
2.2. SWOT Summary
2.2.1. Strengths
1. Cost affecting solution
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AGILITY MARKETING PLAN2. Punctuality in delivery of service.
3. Time to Time Tracking Facility
4. Experts
5. Trained Workers
6. Locate in area where almost the offices of all the companies exists.
7. Merger of four logistics tycoons is the merger of four companies experience which strengthens Agility.
Customer Focus
Agility Know that all business starts with the customer. By listening, servicing and providing logistics solutions on global and local scales, which make their lives and businesses successful Agility will reach Agility’s goals.
Service Quality
Agility’s Service defines the customer experience. Agility’s business depends on providing world class service on all levels. This is a force within Agility’s company that will make us succeed beyond Agility’s customer’s expectations.
Can Do Spirit
Agility Deliver what Agility promise because Agility’s people have a “can do” spirit. Agility get things done for Agility’s customers locally, globally and Agility do it consistently
Entrepreneurial Orientation
Agility Seek opportunities to grow Agility’s business, to grow with Agility’s customers, and to build careers for Agility’s employees. Agility’s entrepreneurial spirit is what drives Agility’s company forward in the future.
Profit Minded
Agility Drive for the best bottom line results. Agility know that strong financial results are the foundation for the goals for Agility’s customers and Agility’s employees.
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AGILITY MARKETING PLANTeamwork
Teamwork creates innovation, efficiency and satisfaction that even smart, independent individuals cannot achieve on their own. Teamwork means leveraging each other’s strengths to create authentic poAgilityr. Together Agility will be successful.
Integrity
Agility act with the highest level of integrity in all interactions with Agility’s customers, Agility’s service partners and Agility’s colleagues. This behavior will make us a preferred company to do business with.
2.2.2. Weaknesses
1. Less details on website
2. Less people in marketing department
3. Less budget for marketing.
4. Small size of freight transport.
2.2.3. Opportunities
1. Through competitive Supply chain solutions capture the markets.
2. Now Gawadar Port has started operating, so its an opportunity for Agility to get advantage of it.
2.2.4. Threats
1. Rates of competitors’ services
2. Air lines
3. Personal relations
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AGILITY MARKETING PLAN4. Customer extortion.
5. The name Agility is new in the market and the names of its competitors are quite older which is also a threat.
6. Some competitors’ products are threat to Agility because they provide different types of sub products of a product.
7. Speedex has its own transport and large number of air fleet as well which is a threat for Agility.
2.3. The Company History:-
Agility has been supplying leading logistics solutions, in one form or another, for over 150 years. Below are some of the red-letter dates in Agility’s rich history.
Messrs. Lang staff and Ehrenberg established a partnership in Le Havre. The first forwarding operations began from 8 Upper St. Martins lane, London. Mr. Pollack joined in 1886 .
The fledgling company begins trading under the LEP acronym on 1886.
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AGILITY MARKETING PLAN
In 2000, LEP, one of the most historic names in logistics, was reborn as Geologistics and assumed a strategy of expansion
In November 2006, Geologistics, was reborn as Geologistics and assumed a strategy of expansion
About Agility
Agility is a global provider of integrated supply chain solutions with more than 20,000 employees, 450 offices in 100 countries around the world and over $4.5 billion in annual revenue. A publicly traded company, Agility offer Agility’s customers truly personalized service and flexible solutions tailored to meet their individual business needs, supported by a comprehensive network of warehousing facilities, transportation and freight management services.
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AGILITY MARKETING PLANAgility’s customers span a range of industries from technology and retail to consumer products and oil and gas. In addition, Agility has three specialized business units: Defense & Government Services, Project Logistics, and Fairs & Events Logistics, each with dedicated teams to meet the complex customer requirements in these markets.
Agility As A Freight Marketer:
Agility is an international freight management and logistics company. With the completion of the Agility and PWC Logistics merger, the combined enterprise is one of the Top 10 global logistics providers.
The enterprise offers a global network of over 450 locations in more than 100 countries with over 12,000 employees. Based in Santa Ana, California, Agility maintains strong operations throughout the Americas, Asia Pacific, Europe, the Middle East and Africa. Agility combines more than 150 years of history with the latest technology and practices to meet Agility’s customer’s needs. With over 50 years of service in the Asia Pacific region, Agility rank among the Top 10 of all international freight management and logistics providers, and are among the Top 5 serving the fast-growing countries. In China, Agility are one of a few companies which have been awarded the coveted Class “A” license. This privilege allows Agility to operate as a freight forwarder directly rather than by proxy. Agility offer highly integrated logistics solutions in the Middle East, and in Europe Agility are a significant player in all key markets. Agility is also among the leaders in pan-European overland business, particularly in the fast growing Eastern European markets. Agility’s Americas operation is recognized for its strong niche specialist services, including Retail and Technology/Consumer Electronics, Leisure and other major industry solutions. Agility offer Agility’s customers a broad range of freight management and customized logistics solutions. Agility’s services are backed by an extensive global network, a team of local experts and a sophisticated customer information portal, GeoVista. With experienced and dedicated team members, Agility meets Agility’s customers’ individual logistics needs at both the local and global levels. Agility’s mission is to create satisfied, loyal customers by offering value-creating freight management and logistics solutions, each delivered with a personalized approach, an ease of doing business and a global expertise that simplifies an increasingly complex global marketplace. Agility – Logistics for the Real World
Agility creates satisfied, loyal customers by offering value-creating freight management and logistics solutions delivered with a personalized approach, an ease of doing business, and a
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AGILITY MARKETING PLANglobal expertise that simplifies an increasingly complex marketplace. Agility will do this through
Delivering world class service quality Offering global solutions with local expertise Building long-term customer, partner and employee relationships Sharing Agility’s knowledge as a team Seeking valuable and profitable business approaches
2.3.1. MissionAgility’s mission is to exceed the highest service expectations of Agility’s customers by tailoring, implementing, and managing unique relocation programs that consistently deliver excellent transferee evaluation results and match the business and financial objectives of corporate clients.
2.4. Competition
2.4.1. Direct Competition
CompetitorsDirect competitors are the name-brand consulting firms and smaller consulting firms. These are competing offerings of similar services, presumably possibilities that come up in discussions as our target market looks at way to add expertise before building programs to reach new markets.
1. XL
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AGILITY MARKETING PLAN2. Raaziq
3. TCS
4. Courier line
5. Courier Express
1. RAAZIQ
About RAAZIQ:-
Raaziq Int'l is one of the leading freight forwarding companies in Pakistan having 9 branch offices throughout the country. There is also an office in Afghanistan. Our overseas agent is panalpina which is also leading company in the world. Our skilled sales persons are always ready to help u out if called a meeting
Company Profile:-
Company Name: Raaziq Int'l
Country/Territory: Pakistan
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AGILITY MARKETING PLAN
Address: 27d-1 Sir Side Rd Gulberiii Lahore, Punjab, Pakistan
Products/Services We Offer: Intermediary Service,
Business Type: Agent
Industry Focus: Brokerage, Intermediary Service , Cargo & Storage , Commercial Service , Market Research ,
Geographic Markets: Southeast Asia
No. of Employees: 501 - 1000 People
Annual Sales Range (USD): US$2.5 Million - US$5 Million
Certificates: 1977
Year Established: 1975
Legal Representative/CEO: M.Nadeem Khan
Contact Information:-
Contact Person: Mr. Shahbaz Ali
Job Title: Sales
Department: Overseas
Address: 27d-1 Sir Side Rd Gulberiii Lahore, Lahore, Punjab, Pakistan
Zip/Postal Code: 54000
Telephone: 0092-042-5879716
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AGILITY MARKETING PLAN
Fax: 0092-42-5879716
Mobile Phone: 0092423004309278
Website: http://raaziq.com.pk
2. TCS
About TCS:-
Ever since its inception in 1983, TCS Pakistan has continued to lead, the courier and logistics service industry in Pakistan through innovation, pioneering spirit, commitment and passion. Starting with just 25 shipments, the TCS Express saga now spans five continents. TCS with its international look now caters South Asia with over 2000 locations in Pakistan. TCS Pakistan has also largely helped redefine the very path and direction for the entire industry.
Purpose:-
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AGILITY MARKETING PLANTo continually strive to achieve excellence - both on and off the job.
Vision Statement:-
"TCS will be recognized and respected as professional, innovative, profitable information, and knowledge based logistics/services enterprise. TCS embeds internet based technologies into its internal operating structures and as business solutions for customers; with customer, employee and shareholder interests at the core of its operations; demonstrating a clear concern for ethical conduct and good corporate citizenship; with the objective of growing into a regional and global player, with emphasis on the Middle East, Europe and North America".
Mission Statement:-
"To direct all our organizational efforts at building upon the existing organizational strengths and brand recognition to achieve enhanced levels of profitable growth in the core business, and diversify into new areas that compliment and supplement the core business, with the diversification aimed at achieving excellence and industry leader status in the new areas. The TCS People will however be encouraged to be open to unconventional ideas and services and recognize new trends at very early stages".
Services:-
No matter what your express courier service need TCS can handle it for you with our wide range of options.
1. International Express Services
i. Red Box
ii. Students Express
iii. UAE Express
iv. International Document & Parcel Express Delivery
2. Domestic Express Services
3. Domestic Trucking Services
Brands:-
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AGILITY MARKETING PLAN
1. Octara
2. Intiana
3. Visatrond
4. Sentiments
5. Flying Ware house
3. COURIER EXPRESS
About:
Established in Birmingham (UK) in 1985 the range of services we can provide has developed from recognizing and servicing our customer's requirements. Whatever transport solution you are seeking please take time to look at the varied and diverse services we can provide on the transport, warehouse and logistics pages of our web site.
Transport Operation:
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AGILITY MARKETING PLANOur traffic office is open from 04:00 hours Monday to 12:30 Saturday. Transport requirements over weekends can be booked directly with our traffic controller on call. 24 hour operation ensures that consignments are monitored throughout their time in transit.
Our experienced traffic controllers work as a team with the aid of a networked computer system and direct vehicle communications enabling us to undertake hundreds of daily collections and deliveries throughout the UK and Europe. Real time information is vital to Cargo Express and to our customers, as production schedules may have to change as a result of a delayed delivery.
Statement of Quality:
There is no more important goal for each individual employee than the achievement of consistently high standards of service to our customers. The pursuit of excellence is not an option for us but more of a business necessity.
Brand:
1. Warehouse Management
2. Supply Chain Management
3. Distribution
1. Warehouse Management
Operating from their strategically located warehouse in Birmingham their storage facilities include:
Pick and Pack Pallet Racking and open floor storage
24 hr handling
Management of Stock Inventory
Stock control
Pallet/Parcel Scales
Vehicle
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AGILITY MARKETING PLAN Weighbridge
On site Security / CCTV
They can offer global manufacturers an ability to provide their UK based clients a JIT (Just in time) facility. This is an ideal solution providing local representation without incurring the financial costs associated with setting up a dedicated facility of your own. They can offer
Conference Facility Offices
Full telecoms with high speed data connections.
Secretarial and administrative services
2. Supply Chain Management
Whether locally, nationally or globally they can manage supply chains to accelerate product movement. This not only allows them to reduce costs.
Your supply chain can be managed partially or completely. They often find they customers use them on and limited basis and as their confidence grows in our abilities their responsibilities are broadened.
Their dedication to add value to the services they provide will make this a natural process.
3. Distribution
Same Day Deliveries
Not usually demanding the same level of high dependency as an express courier service, they are able to provide a competitive same day delivery service on all sizes of vehicles throughout the UK and many parts of Western Europe.
Next Day/Three Day Deliveries
They deliver hundreds of consignments daily through our next day and three day services. They do not use a hub or delivery depot network and maintain the same level of control as provided in their same day services.
Non-Standard Goods
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AGILITY MARKETING PLANThey welcome consignments of odd shapes and sizes that many pallet networks either cannot handle or levy very high charges. Because they deliver in dedicated vehicles, the likelihood of damage is very much reduced.
Customers
Indirect competition is everywhere. Its strongest and most important form is the decision to stay in-house and manage market entry with existing marketing teams. From there it goes into horizontal marketing consulting, distributors offering cross-market options, and many other possibilities.
Indirectly all the customers are our competitors. As if they produce that good themselves or use any other company instead of AGILITY then they become our competitors. So our indirect competitors (Customers) are as follow:-
1. Uni Lever
2. PNG
3. Mobilink
4. ABN
5. ICA Tel
6. UCH Power
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AGILITY MARKETING PLAN7. Merc
8. Honda
9. Indus Motor
1. UNILEVER
Unilever Pakistan records strong sales and market share increases in 2006:-
2006 turnover grew an impressive 18.8% against 11% in 2005. Sharper focus and increased resource allocation in marketing and customer management have been the drivers behind this growth.
Home and Personal Care Business along with the Frozen Dessert and Ice Cream Business delivered significant sales and profit increases. Beverage profitability however was severely impacted by the cost of tea leaf arising from the drought in Kenya and the company was unable to pass the full impact on to the consumer. This restricted the overall profit growth to 2.6% for the full year.
Brands:-
Lipton
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AGILITY MARKETING PLAN Knor
Rexonna
Sunsilk
Surf excel
Pound
Amora
Dove
Comfort
Lifebuoy
Closeup
Fair & Lovely
Bluebrand
Earnings per Share:-
Earnings per share are Rs 124 for the 12 month period ended December 31, 2006 (2005: Rs120).
December December
2006 2005
------Rupees in Millions------
Sales-Net 20,988 17,671
Less: Cost of Sales 13,110 10,817
Gross Profit 7,878 6,854
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AGILITY MARKETING PLAN
Less: Distribution, Admin & Other Operating Expenses
5,410 4,483
Add: Other Operating Income 203 188
2,671 2,559
Less: Restructuring Costs 110 -
Profit from Operations 2,561 2,559
Less: Finance Costs 64 77
Profit before Taxation 2,497 2,482
Less: Taxation
853 880
Profit after Tax 1,644 1,602
EPS- basic (Rupees) 124 120
Final Dividend: -
In view of the financial results for the year January to December 2006, the Directors have recommended a Final Dividend of Rs.57 per ordinary share of Rs 50. Together with the Interim
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AGILITY MARKETING PLANDividend of Rs.65 already paid the total distribution for the year 2006 amounts to Rs.122 per share.
CLOSURE OF SHARE TRANSFER BOOKS
The Share Transfer Books of the Company will be closed from 22 February 2007 to 28 February 2007 (both days inclusive), and will re-open on 1st March 2007.
2. MOBILINK
Slogan: Reshaping Lives
Hum Bolan Muhabat Ki Zaban (IN URDU)
We Speak The Language Of Love (IN ENGLIS)
About Mobilink:-
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AGILITY MARKETING PLANPakistan Mobile Communications Limited, better known as Mobilink GSM, is a telecommunication service provider in Pakistan. According to Mobilink's official statistics, Mobilink had over 22 million customers at the end of December 2006. Mobilink's Head office is located in Kulsum Plaza, Blue Area Islamabad
Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc., later it was sold to ORASCOM, an Egypt-based multi-national company. Mobilink's corporate postpaid package is sold under the brand name "Indigo" and prepaid by the name of "Jazz".
Strategy and Management
Mobilink is led by Zouhair A Khaliq who is the President and the CEO. Mr. Khaliq took over Mobilink in June 2003. Since then Mobilink has embarked on an aggressive growth strategy. Mobilink closed 2003 with 2 million customers. In comparison Mobilink closed 2005 with more than 11 million subscribers. Currently the subscriber base has increased to more than 22 million making Mobilink the largest telecommunication service in Pakistan.
Pakistan Mobile Communications Ltd, Mobilink GSM (PMCL)
Type Private Limited Company
Genre Subsidiary
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AGILITY MARKETING PLAN
Founded 1994
Founder Motorola USA
Headquarters Islamabad, Pakistan42 Kulsum Plaza, Blue Area
Key people Zouhair Abdul Khaliq, President and CEO
Area served 3500 cities, towns, and villages across Pakistan
Industry Telecommunication
Products postpaid Indigo , prepaid JAZZ, Mobilink PCO
Revenue 250.2 million USD (3rd quarter, 2006).
Parent Orascom Telecom Egypt
Owner Naguib Sawiris
Slogan reshaping lives
But in TV commercials
(Urdu) HUM BOLAN MUHABAT KI ZABAN ,(English) We speak the language of love
Website www.mobilinkgsm.com
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AGILITY MARKETING PLAN
Mobilink third Quarter 2006 Results
1. During the third quarter of 2006, Mobilink added over 3 million new customers to its network.
2. Continuing its aggressive growth rate by adding an average of 1 million customers per month.
3. By the end of the third quarter Mobilink's total customer base reached 20.2 million customers.
4. The growth was complimented by a similar growth in network resources.
5. During the quarter Mobilink added 9 new switches and more than 509 cell sites.
6. By the end of the quarter the total network infrastructure consisted of approximately 4,860 cell sites and 45 switches providing coverage in more than 1,200 cities towns and villages across the country.
7. In July the Pakistan Telecom Authority proceeded to its yearly resetting of the interconnect tariffs by reducing it from 1.6 Rupees to 1.25 Rupees.
3. ABN
Slogon : Making More Possible
About ABN AMRO :-
ABN AMRO is one of the largest banks in the Netherlands and has operations all over the world, its history going back to 1824.
It is the result of the merger in 1991 of Algemene Bank Nederland (ABN) and the Amsterdamsche-Rotterdamsche Bank (AMRO).
ABN AMRO Holding N.V. is the name of the holding company, which is listed on Euronext Amsterdam as part of the AEX index and the New York Stock Exchange, among other exchanges. Its main subsidiary is ABN AMRO Bank N.V.
ABN AMRO Holding N.V.
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AGILITY MARKETING PLAN
Type Public (Euronext: AAB, NYSE: ABN)
Founded 1991
Headquarters Amsterdam,The Netherlands
Key people Rijkman Groenink, CEO
Industry Financial services
Products Asset managementCommercial bankingInvestment bankingPrivate banking
Revenue € 19.827 billion (2005)
Employees 98,000
Slogan Making more possible
Website www.abnamro.com
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AGILITY MARKETING PLAN
4. HONDA
Slogon : Honda's official slogan is The Power of Dreams.
About Honda:
Honda, is a Japanese engine manufacturer and engineering corporation. The company is perhaps most notable for its automobiles and motorcycles but it also produces a long list of other products: trucks, scooters, robots, jets and jet engines, ATV, water craft, electrical generators, marine engines, lawn and garden equipment, and aeronautical and other mobile technologies. Honda's high-end line of cars are branded Acura in North America and China. More recently they have ventured into the world of mountain bikes, producing the very first bike to use an internal gear changing system in the Honda RN-01 G-cross.
With more than 14 million internal combustion engines built each year, Honda is the largest engine-maker in the world. In 2004, the company began to produce diesel motors, which were very quiet whilst not requiring particulate filters to pass pollution standards. It is arguable, however, that the foundation of Honda's success is the motorcycle division.
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AGILITY MARKETING PLANHonda is headquartered in Tokyo. Their shares trade on the Tokyo Stock Exchange and the New York Stock Exchange, as well as exchanges in Osaka, Nagoya, Sapporo, Kyoto, Fukuoka, London, Paris and Switzerland. American Honda Motor Co., is based in Torrance, California. Honda Canada Inc. is headquartered in the Scarborough district of Toronto, Ontario, and is building new corporate headquarters in Richmond Hill, Ontario, scheduled to relocate in 2008. Honda of Canada Manufacturing is based in Alliston, Ontario. Honda has also created many joint ventures around the world, such as Honda Siel Cars India Ltd , Hero Honda Motorcyles India Ltd, Dongfeng Honda Automobile Company in China and Honda Atlas Cars Pakistan.
Brand
1. Honda Automobiles2. Acura Automobiles
3. ATVs
4. Engines
5. HondaJet
6. Generators
7. Lawn & Garden
8. Motorcycles
9. Outboard Motors
10. Personal Watercraft
11. Water Pumps
12. Scooters
13. Snowblowers
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AGILITY MARKETING PLAN
Marketing
In 2003, Honda released its Cog advertisement in the UK and on the Internet. To make the ad, the engineers at Honda constructed a Rube Goldberg Machine made entirely out of car parts from the Honda Accord. To the despair of the engineers at Honda, all the parts were taken from 2 of only 6 hand assembled pre-production models of the Accord. The ad depicted a single cog which sets off a chain of events that ends with the Honda Accord moving and Garrison Keillor speaking the tagline, "Isn't it nice when things just... work?" It took 606 takes to get it perfect.
In 2004, they produced the Hate Something advert, which is still shown on British television now, usually immediately followed by a shortened version of the 2005/2006 Impossible Dream advert.
In 2006, Honda released its Choir advertisement, for the UK and the internet. This featured a 60-person choir who sang the car noises as film of the Honda Civic are shown.
There is also a 2006 advertisement for Honda in general (not a specific product) where an impressively mustachioed man in racing leathers starts traveling on a motorcycle, then a car, then a powerboat, then goes over a waterfall only to reappear piloting a hot air balloon, with Garrison Keillor saying "I couldn't have put it better myself" as the song ends. One version of this is around two minutes long. The soundtrack is "The Impossible Dream" from the musical "Man Of La Mancha", sung by Andy Williams.
In Australia, Honda advertised heavily during most motor racing telecasts, and were the official sponsor of the 2006 FIA Formula 1 telecast on broadcaster channel "Ten". In fact, they were the only manufacturer involved in the 2006 Indy Racing League season. But in a series of adverts promoting the history of Honda's racing heritage, Honda falsely claimed that Honda "built cars that won 72 Formula 1 Grand Prix" when in fact the bulk of those victories were claimed by Honda powered (engined) machines, with cars themselves designed and built by Lotus F1, Williams F1 and McLaren F1 teams respectively (see Honda F1).
Several commercials throughout 2006 have also featured an animated character known simply as Mr. Opportunity. The casual looking man talks about various deals offered by Honda and ends with the phrase "I'm Mr. Opportunity, and I'm knockin'." Also, commercials for Honda's international minivan, the Jazz, are parodies of well-known pop culture images such as Tetris and Thomas The Tank Engine.
As part of their marketing campaign, Honda is an official partner and sponsor of Major League Soccer.
In Late 2006 Honda released an ad with ASIMO exploring a museum, looking at the exhibits with almost child-like wonderment (spreading out its arms in the aerospace exhibit, waving hello to an astronaut suit that resembles him, etc.), while Garrison Keillor ruminates on progress. It concludes with the tagline: "More forwards please".
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AGILITY MARKETING PLAN
5. INDUS MOTORS
About Indus Motors:-
Indus Motor Company (IMC) is a joint venture between the House of Habib , Toyota Motor Corporation Japan (TMC) , and Toyota Tsusho Corporation Japan (TTC) for assembling, progressive manufacturing and marketing of Toyota vehicles in Pakistan since July 01, 1990. IMC is engaged in sole distributorship of Toyota and Daihatsu Motor Company Ltd. vehicles in Pakistan through its dealership network.
The company was incorporated in Pakistan as a public limited company in December 1989 and started commercial production in May 1993. The shares of company are quoted on the stock exchanges of Pakistan. Toyota Motor Corporation and Toyota Tsusho Corporation have 25 % stake in the company equity. The majority shareholder is the House of Habib.
IMC's production facilities are located at Port Bin Qasim Industrial Zone near Karachi in an area measuring over 105 acres.
Indus Motor company's plant is the only manufacturing site in the world where both Toyota and Daihatsu brands are being manufactured.
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AGILITY MARKETING PLANHeavy investment was made to build its production facilities based on state of art technologies. To ensure highest level of productivity world-renowned Toyota Production Systems are implemented.
IMC's Product line includes 6 variants of the newly introduced Toyota Corolla, Toyota Hilux Single Cabin 4x2 and 4 versions of Daihatsu Cuore. We also have a wide range of imported vehicles.
Indus Motor achieves Record Six Monthly Sales - Feb 6, 2007:-
The Board of Directors meeting of Indus Motor Company was held on February 6, 2007 to review the company's performance for the six months ending December 31, 2006. Indus Motor has achieved impressive results with record production, sales and profit after tax. The company's combined production of Toyota and Daihatsu brands for the six months was 22,489 units, an increase of 19% over 18,900 units while sales revenue increased to Rs. 18.4 billion, up 12% over Rs. 16.4 billion for the same period last year. The after tax profit increased to Rs 1.3 billion, compared to Rs 1.1 billion for the half year 2005, primarily due to increase in sales volume. The Board of Directors in their meeting have declared an interim dividend @ 50% or Rs 5 for the half year ended December 2006.
In a press statement, the company acknowledged the Government's consultative process with stakeholders to finalize the long term auto policy, which was recently approved by the ECC. The new policy should help reduce uncertainty and enable future investment and expansion plans to be firmed up thus paving way for continued transfer of technology, development of human resources, increased employment opportunities and provide for greater competitiveness and contribution to the nation's economic growth on sustainable basis.
The company further emphasized that due to increased capacity by local auto manufacturers, the gap between demand and domestic car production has been eliminated. It is imperative that the used cars import policy is now changed so that there is increased self reliance and indigenization, facilitating our auto industry's integration into the global supply chain. It is in the national interest and in the interest of our industry and our consumers that the domestic market demand be met through domestic products.
The company, as a good corporate citizen, continues to contribute towards social causes with its slogan, "Concern Beyond Cars". In recognition of this effort, the Company was recently presented the Pakistan Corporate Philanthropy Award for 2004 by the Pakistan Centre for Philanthropy (PCP).
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AGILITY MARKETING PLAN
3. Marketing Strategy
3.1. Mission:Agility’s mission is to exceed the highest service expectations of Agility’s customers by
tailoring, implementing, and managing unique relocation programs that consistently deliver excellent transferee evaluation results and match the business and financial objectives of corporate clients.
3.2. Financial Objectives Profitability by the end of year one. Reduce training costs by 2% a quarter through more effective, efficient techniques. Decrease overhead by 5% a year.
3.3. Marketing Objectives Increase the number of firms served by 5%. Increase repeat customers by 7%. Decrease customer acquisition costs.
3.4. Target Market StrategyAgility will service wide variety of distinct groups. There is no main group which should be targeted, all the groups will be targeted more importantly distinctly. Once a firm has become a satisfied customer, it is likely that they will begin to increase their delivery
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AGILITY MARKETING PLANneeds with Agility. This then becomes a steady, high, frequency, long-term customer. Firms have constant delivery activity, many firms require pickups many times during each day. Firms require dependability, and this is one of Agility’s competitive advantages so the fit is good.
3.5. Branding
i. Road freight
ii. Supply chain
iii. Warehousing
3.6. Marketing MixAgility’s marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.
3.6.1. Distribution:
Agility will use supply chain distribution model using its road freight product as well as direct to customer distribution model.
3.6.2. Pricing
Tariff Per Kg PriceRoad Premier Rs. 30Road Expedited Rs. 18Road Value Rs. 10
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AGILITY MARKETING PLAN3.6.3. Promotion and Advertising:
As Agility is a merger of four logistics tycoons, so their customers are already existed. So first of all they will submit them brochures, calendars and other gift items to introduce them with the new name AGILITY.
And to attract more and customers they will advertise in newspapers and different journals and magazines. Also they will give gift items to new cutomers.
A sample of an ad (supplement) is in the Appendix at the end of plan.
4. Financials This section will offer a financial overview of Agility as it relates to the marketing activities. Agility will address break-even analysis, sales forecasts, expenses forecasts, and how they relate to the marketing strategy.
Manager: Miss Seema Majid Department: MarketingAdvertising End Date BudgetPen 15th Jan 07 Rs 50000Mouse Pad 20th Jan 07 Rs 50000Begs 20th Jan 07 Rs. 200000Helmets 30th Jan 07 Rs. 300000Car Stickers 5th Feb 07 Rs. 30000Voice Mail done Rs. 20000Calenders done Rs. 800000 Agility Website done Rs. 30000USB 5th Feb 07 Rs. 200000Advertisement 3rd April 07 Rs. 400000Brochures Done Rs. 300000Others 20th Feb 07 Rs. 800000
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AGILITY MARKETING PLAN4.1. Break-even Analysis:
Fixed Costs Cost Professional Services $4000000Payroll $700000Interest Payments $2750000Utilities & Telephone $130000Other $15000000Total Fixed Costs $90800000
Break-even Analysis Monthly Revenue Break-even $8570000 Assumptions: Average Percent Variable Cost 60%Estimated Monthly Fixed Cost $2300000
The break-even analysis indicates that $19,082 will be needed in monthly revenue to achieve the break-even point.
4.2. Sales Forecast
FY 2008 (billion) FY 2009 (billion) FY 2010 (billion)Total Sales $5.2 $5.9 Over $6Direct Cost of Sales $2.5 $2.69 $2.92
Agility recognizes that it is difficult to displace firm's current service provider and will offer discount. While this is a hit in terms of profitability, this is only a short-term concern. The long-term gain is securing a long-term customer. Other than this economic incentive, Agiltiy will use other methods of persuasion when he is speaking with prospective clients and firms. His spiel will be based on describing Agility’s reliability and their foolproof back up systems.
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AGILITY MARKETING PLAN4.3. Expense Forecast:
Marketing Expense Budget FY 2008(lac) FY 2009 FY 2010Advertisement (Ads) $7.5 $8.25 $9Gift Items $17 $16 $14Other $9 $11 $13 ------------ ------------ ------------Total Marketing Expenses $33.5 $35.25 $36.00
Annual Expense Budget
5. Controls The purpose of Agility's marketing plan is to serve as a guide for the organization. The following areas will be monitored as a feedback mechanism:
• Revenue: monthly and annual.• Expenses: monthly and annual• Customer satisfaction.• New product development.
5.1. ImplementationThe following milestones identify the key marketing programs. It is important to accomplish each one on time and given budget.
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AGILITY MARKETING PLAN
MILESTONES PLANS
Milestone Start Date End Date Budget (estimated) (Rs.)
Marketing Plan Completion 1/1/2007 28/4/2007 0
Advertising campaign#1 1/1/2007 31/3/2007 5 to 6 lacs
Advertising campaign#2 1/4/2007 Ongoing 6 to 6.5 lacs
Personal Networking 1/1/2007 Ongoing 2 to 3 lacs
Professional Networking 1/1/2007 Ongoing 2.5 to 3 lacs
Total 1500000
5.2. Keys to SuccessThe keys to success are:
Reliability. Convenience. Security Custom service.
5.3. Contingency Planning:Difficulties and Risks:
Problems unseating current service providers. Industry is unorganized, so gathering information about market is quite a
difficult task. Unforeseen difficulty attracting quality, reliable employees. The merger of the four companies may create problem.
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AGILITY MARKETING PLAN Capturing market with new name is quite a difficult task in the presence of
old giants or competitors.
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6. APPENDIX: AD SUPPLIMENT
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