Getmethis.

com
Yumna Ahmed (27493)
25/11/2015
A part of requirement for MMS Advertising

Media Sciences

GETMETHIS.COM

DEDICATION
In the loving memory of my father, DrTafseer Ahmed. Because of
you I strive to become a better version of myself every day.

Yumna Ahmed

GETMETHIS.COM

ACKNOWLEDGEMENT
I would like to thank my strength, my mother DrTalatTafseer. My
fianc, SarmadZaman khan for giving me the space and time to
accomplish my dream.My thesis supervisor Ata Syed, a good
teacher, a mentor and even a better friend.All my friends in
Islamabad and Karachi. This would have never been possible
without your constant support. Thank you for being a part of this
journey.

Yumna Ahmed

GETMETHIS.COM

ABSTRACT
Getmethis.com is a delivery service provider, which will be the
only delivery service to be working 24/7 in the metropolitan city.
The main function of Getmethis.com is to make available
everything at your doorstep. Be it grocery, clothes from your dry
cleaner or cinema tickets for the latest movie, Getmethis.com will
run your errands and do your shopping for you.
The postal and delivery service industry has a lot of potential in
Pakistan and has expanded a lot over time. It has now come to
the point where even a housewife is using leopards services for
her small home based business. The market is in growing stage
with having many service providers in the industry, Pakistan
postal service is still a very cheap alternative but people do not
trust its services with their belongings.
Getmethis.com will be competing against giants like tcs, leopard,
homeshopping, and other local competitors like delivery chacha.
It will be hard to penetrate the market and to turn tcs's loyal
customers towards getmethis.com but the brand has alot of
potential against delivery chacha and other small competitors.

Yumna Ahmed

GETMETHIS.COM

TABLE OF CONTENTS
1.0 Introduction.............................................................................1
1.1 History of the Industry.........................................................1
1.2 History of the Product..........................................................2
2.0 Market Analysis.......................................................................5
2.1 Market Background..............................................................5
2.2 Market Size..........................................................................5
2.3 Market Consumer.................................................................6
3.0 Competition.............................................................................7
3.1 Direct Competitors Analysis................................................7
4.0 Research...............................................................................10
4.1 Research Objectives...........................................................10
4.2 Research Model..................................................................10
4.3 Research Results................................................................13
4.4 Hypothesis Evaluation........................................................14
4.5 Research Conclusion..........................................................14
5.0 Marketing Strategy................................................................14
5.1 SWOT.................................................................................15
5.2 Segmentation.....................................................................16
5.3 Target Market.....................................................................17
5.4 Consumer Psychology........................................................17
5.5 Positioning..........................................................................18
5.6 Brand.................................................................................18
5.7 Marketing Objectives.........................................................18
5.8 Product...............................................................................19
5.9 Price...................................................................................19
5.10 Place................................................................................19
6.0 Promotional Strategy............................................................20
6.1 Advertising Objectives.......................................................20
6.2 Promotional Objectives......................................................20
6.3 Advertising Strategy..........................................................20
6.4 Internet Marketing Strategy...............................................20
6.5 Budget...............................................................................20
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6.6 ATL Activities......................................................................21

6.7 BTL Activities.....................................................................21
6.8 Media Plan..........................................................................22
7.0 Legal Implications of the Proposed Marketing Plan...............24
8.0 Creatives...............................................................................25
8.1 Logo...................................................................................25
8.2 Envelop..............................................................................25
8.3 Visiting Card.......................................................................25
8.4 Letterhead..........................................................................26
8.5 Press Ad 1..........................................................................27
8.6 Press Ad 2..........................................................................28
8.7 Press Ad 3..........................................................................29
8.8 Press Ad 4..........................................................................30
8.9 Magazine Ad 1....................................................................31
8.10 Magazine Ad 1..................................................................32
8.11 Brochure..........................................................................33
8.12 Billboard 1........................................................................34
8.13 Billboard 2........................................................................35
8.14 Banner/Standie................................................................36
8.15 Poster...............................................................................37
8.16 Leaflet..............................................................................38
8.17 Pole Sign 1.......................................................................39
8.18 Pole Sign 2.......................................................................40
8.18 Pole Sign 3.......................................................................41
8.20 Website (Home Page).......................................................42
8.21 Website (About Page).......................................................43
8.22 Website (Contact Page)....................................................44
8.23 Website (4th Page)...........................................................45
8.24 Mobile Website (Home Page)...........................................46
8.25 Mobile Website (About Page)...........................................46
8.26 Mobile Website (Contact Page)........................................47
8.27 Mobile Website (4th Page)...............................................47
8.28 TVC Copy.........................................................................48

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8.29 TVC Storyboard................................................................49

8.30 TVC Screenshots..............................................................50
8.31 Radio Copy.......................................................................51
8.32 Other Items......................................................................52
9.0 Creatives Justification............................................................53
10.0 Collected Research Data.....................................................54
11.0 Reference............................................................................55
12.0 Glossary..............................................................................56
13.0 The Creative Journey...........................................................57

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1.0 INTRODUCTION
Getmethis is to be launched as a delivery service which deals in
delivering everything from an egg to an IC chip for a science
project to your door step. People will also be able to buy their
favorite stuff from online portals like ebay and amazon through
this service. Getmethis will basically be buying things on their
behalf and delivering it to them. Through Getmethis.com,
customers will also be able to make pre orders for things not yet
launched in the market like the latest iphone 6s or an upcoming
eid collection by their favorite designer, even tickets to their
favorite movie that is still in line to be screened at the cinema.
This is a young brand so the overall communication strategy is
planned to be fun and catchy. The message we deliver anything
and everything will be communicated clearly through
advertising.
Getmethis.com will be directly competing against Homeshopping
and Deliverychacha. TCS, Fedex and leopard will be considered
as indirect competitors.
Getmethis.coms communication strategy is inspired by my own
life and my daily interactions with other people. I want to choose
this service as my thesis project because I wanted to do
something challenging. Something different. I want people to
think. I want to disturb people. I want to drag them out of their
comfort zone, out of their bubbles, their point of views. There are
many things that we are unable to do due to limited resources
and our limited mental capacities. We need more of these brands
to help us get closer to the outer world and we all need to look at
things differently every once in a while.
The main function of Getmethis.com is to make available
everything at your doorstep. Be it grocery, clothes from your dry
cleaner or cinema tickets for the latest movie, Getmethis.com will
run your errands and do your shopping for you.
Getmethis.com will also act like a middle man which will make
things like clothing, jewelry, books, electronics, mobile phones
etc and everything else you can imagine from all over the world
available to the local Pakistani audience.
Through Getmethis.com people will also have the facility to send
cards, cakes and selected gifts and sentiments from the website
to their loved ones within the country.

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Getmethis.com also provides its users the option to make

something available for purchase just by simply pasting the
website link from where they want something. Lets say if a
person wants the latest iphone 6s they can buy the phone easily
just by entering their request on the website. Or if a person sees
something cheaper on another portal, ieAlibaba and its expensive
on ebaythey can compare the prices through getmethis.com and
will be given the best possible prices with the facility of home
delivery services across Pakistan.

Yumna Ahmed

GETMETHIS.COM

1.1 History of the Industry

The history of the industry can be traced back to the beginning of
operations of the post office. On 14th August 1947, the post office
of Pakistan came into existence and was guided by the modified
Post Office Act no VI of 1898. On 15th August, 1947 the
Postmaster General office started its operations and at the end of
the year 1947, the Pakistani post office was able to obtain
membership in the Universal Postal Union.
After a year of becoming operational, the post office released
post stamps which represented the theme of independence. In
1959, the postal industry announced the All-up-airmail plan
which utilized aviation as a means of efficient delivery of the
mail. The letters were airlifted between different post stations
and delivered to the related post office for dispatch.
Another milestone for post office occurred when the government
decided to establish Department of Posts separately as
previously it was tied with Telegraph department. Thus, the
Ministry of Communications established it as a separate segment
in July 1962.
The Pakistan post had to manage letter delivery to East Pakistan
through Sikorsky helicopter. The operations of mail delivery to
the region were carried out with support from Pakistan
International Airlines (PIA).
1987 has seen another development for the postal mail by the
initiation of Urgent Mail Service (UMS) and local packet and
parcel service (LPS). In the beginning of 1987, the Pakistan post
launched its scheme of five digit post codes which were intended
to help the employees in sorting and dispatching the mail in a
timely manner.

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Services
Pakistan Post is not merely confined to a number of postal
services. Its areas of activities span on larger scale. The national
character, strong brand recognition and a wide network of post
offices bestows a unique position to the Pakistan Post in playing a
vital role in the economic and social development of Pakistan. It
serves as the principal agency for the government in
implementing key policies. Pakistan Post is providing a variety of
services on behalf of many federal and provincial government
departments.

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1.2 History of the Product

The product history includes the different services that were
offered by Pakistan post. After the establishment of postal
services as an independent entity, the management of postal
services was also reorganized. Changes were specifically made in
the function of foreign post. Previously the international mail was
processed and dispatched through Karachi post office. With the
introduction of new post management system and creation of
Overseas Postal Circle the handling of international mail became
more manageable.
The post office has used 19 different locations in Pakistan for
sending mail during 2006-2007. A few examples of the regions
are Karachi, Multan, Skardu etc. Along with that, the
international airports were used by the post office such as
Karachi and Islamabad. It can be seen that from 2007 onwards
some main changes have been made in the working of the post
office, including the new logo.
The services offered by Pakistan post include:

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Postal services
Postal services offered within Pakistan:

Letter Mail (including both ordinary and registered

letters)
Parcel Post
Certificate of Posting
Post Boxes

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Special Service
Apart from postal services, the Pakistan post also offers
special services in selected offices. A few examples in this
regard are:

Air Express (Airex)

Urgent Mail Service (UMS)
Urgent Money Order Service (UMO)
Electronic Money Order Service (EMO)

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Federal services
The government of Pakistan has collaborated with Pakistan
post to offer different federal services to the customers. For
instance:

Managing payment to people registered in Benazir

Income Support Program
Handling the distribution of CNIC
Management of the payment of Pensioners of Pakistan
armed forces.

Initially, Pakistan post has started its operations with the basic
postal services. With the passage of time, the organization has
included other services such as special and federal services to
expand its product/service range. Today, Pakistan post covers
delivery of mail and parcels to different regions, as well as
manages special and federal services to facilitate its customers.

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2.0 MARKET ANALYSIS

The delivery service industry in Pakistan has expanded a lot over
time. It has now come to the point where even a housewife is
using leopards services for her small home based business.
There was a time when TCS, Fedex and Leopard sounded very
foreign to the desi ears. People thought these services can only
be used to deliver important documents or industrial goods.
Delivery services were also thought to be extremely expensive
due to the fact that the price depends on the weight of the
parcel. People usually used TCS and Fedex to send goods to their
loved ones abroad. Pakistan Post office was a cheaper alternative
in time of need but it took forever to get a parcel delivered
overseas.

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2.1 Market Background

People usually prefer TCS and leopard above all other delivery
services for domestic as well as foreign shipments. Though
Pakistan Post is still the cheaper alternative but it takes the most
time to deliver meanwhile its fellow competitors promise to
deliver your parcel the very next day or even overnight.
Companies like TCS, FEDex, Leopard are into sentiments, house
to house deliveries, Business to business deliveries etc only. None
of these have yet introduced a facility for its customers to shop
from their portals except for sending gifts on special occasions
from their limited-selected bakeries and shops ofcourse.
Homeshopping on the other hand shops on its customers behalf
from other websites like ebay, amazon, Alibaba etc. It also has a
vast collection of goods ranging from an iphone to a spoon on its
own webstore. Delivery Chacha competes in this category a bit
differently. It relies on a very local/desi approach and functions
like a rider running your errands rather than a delivery service
company.

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2.2 Market Size

The delivery service industry in Pakistan is growing rapidly across
the country; the giant in this business is TCS holding 60-65%
market share while DHL, Leopard hold the rest and other small
competitors such as delivery chacha and delivery walay hold
some very minimal amount of share in the market. The industry
still has a long way to go and can develop further with new
competitions being introduced almost every other day which can
give a tough time to the local delivery services.

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2.3 Market Consumer

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2.3.1 Demographics
The market audience is aged between 20-40. People
belonging to Sec A and B who have house hold income of
50000-100000 and above.

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2.3.2 Psychographics
These are the people who seek convenience, trust delivery
services to send their important documents, parcels etc. They
are the ones who are busy with their hectic schedules so they
rely on other mediums and people to get their work done.
These people are looking for fast and on time delivery
services.

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3.0 COMPETITION

local

1. Deliveychacha
2. TCS
3. Homeshopping
4. DHL
5. Leopard
6. All big and small businesses on facebook and other
online shopping portals.

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3.1 Direct Competitors Analysis

"From dinner parties to iftars to weddings to late-night cravings,
something or the other keeps happening around the year. One
season that I felt was particularly busy was last winter from
November to January, which is also the shaadi season in
Pakistan. That was the only time we fell short of riders.
Rider availability, getting things right and always on time is what
matters the most when it comes to a delivery service being good.
Delivery chacha delivers under 90 minutes. It has a hard time
working around strike calls and bad situation of the city though.
The organization focuses on delivering what the people want into
the locations of their choice. However the unstable political
environment in Karachi often causes disturbance in the company
operations. For instance, in case of a strike, delivery ChaCha may
not be able to deliver the customers orders due to unavailability
of opened shops. On the days when the city is running smoothly,
the company manages its operations without any disruption.
The pressure from competitive forces can make it difficult for the
organizations in this sector to maintain profitability. Different
organizations have entered into the delivery business, creating
different options for the customers. As a result, the delivery
organizations are required to position themselves in a unique
manner to appeal to the customers or focus on providing high
quality services to maintain high profitability. Taking the case of
delivery ChaCha it can be seen that the organization has
incorporated different technology solutions to provide premium
quality service and establishing stronger connection with the
target market. The company has started the development of
website which will enable it to take orders from the online
customers. It will provide the customer with the option to track
their orders. Business expansion into other regions besides
Karachi (e.g. Lahore and Islamabad) is also an area of
consideration for the company.

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3.1.1 Product
The product/service is based on the concept of distribution
and transportation of goods to the destinations identified by
the customers as well as management of the tasks for the
customers. Delivery ChaCha offers the service of payment of
bills for the customers gives them the option to get the movie
tickets at home instead of going out to get them. The services
offered by the company have been expanded beyond the
typical pick and drop of goods as the riders of the company
also help the customers in driving their vehicles in case of a
difficult situation. The main focus of the service is on bringing
ease and convenience to the customers from a trustworthy
platform.

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3.1.2 Price
150 per delivery

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3.1.3 Place
Virtual facebook store.

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3.1.4 Promotion
Facebook advertising, Press releases, Newspaper
advertisements, Online blogs and reviews.

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3.1.5 Target Market

A large segment of the target market for delivery ChaCha
consists of young and middle aged people, including students,
house wives and professionals. The main focus is on people
who cant perform their daily activities due to the busy
schedule and need assistance in this regard. Urdu is used as
the primary means of communication with the customers as
the customers belong to various walks of life. Therefore an
easily understood medium of communication is important.

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3.1.6 Consumer Psychology

People who want someone reliable they can trust with running
their errands for them, who are too consumed with their
routines and schedules to pick up stuff and ordering food from
places. They are even too busy to do their own grocery. These
people care about on time delivery with getting exactly what
they ordered or they turn to another alternative.

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3.1.7 Branding Strategy

Chacha, someone in your family. A Close relative who does
your dahi and podeena shopping, brings your clothes from the
tailor, brings you small treats and food. Someone you can
trust and rely on in the time of need. The brand played very
smartly while planning its strategy it works on the local
karachitees approach.
Another important consideration in the brand establishment
was selection of a name that appealed to the customers.
Keeping this into view, the name 'Delivery ChaCha' was coined by the
owner of the business. The key theme the brand name wanted to emphasize
was that it could be trusted by the customers.

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3.1.8 Marketing Strategy

The marketing strategy adopted by the company involves
building closer ties with the customers through social media
marketing. As a result, the company has been able to
establish a strong position in the market. The rival companies
such as Forrun and Delivery Walay have not been able to gain
similar market position, which can be linked with the brand
image development carried out by the business.

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3.1.9 Promotional Strategy

As a part of the promotional strategy, Delivery ChaCha has
formed collaboration with EatOye and Aaramshop providing
goods and services to the customers through these two
portals as well. Along with that, the promotional strategy of
the organization has also benefited through the digital
marketing in the form of blogs and positive reviews posted
about the company on social media channels.

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GETMETHIS.COM

4.0 RESEARCH

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4.1 Research Objectives

This research was carried out to determine the following research
objectives:

Identify age, gender, income level of the market for

Getmethis.com.

Identify if there is an opportunity of running a new

online delivery service in Karachi.

To find out if the brand will be a success among its

target audience.

To determine the best way to market the delivery

service and to change the perception of the target
audience about local delivery service companies.

To find out which delivery service people prefer the

most over the others and why?

To find out if people are willing to use this service and

if they are aware of web portals can that help them buy
stuff on their behalf from websites that need a PayPal
account for payments.

To find out what matters most when it comes to a

delivery service being the best among other options.

To determine the best medium to reach our target

audience

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4.2 Research Model

Topic selection
Identifying the target market
Sampling
Existing secondary research
Hypothesis
Questionnaire design
Study conduct
Results derived
Hypothesis evaluation
Result analysis
Findings

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4.2.1 Methodology
A quantitative research was conducted. Simple Random
Sampling was done while selecting the responders. The
sample size was of 45 people with 58 % female respondents
and the rest male. Aging between 21-30. Because
Getmethis.com is a young brand it caters the younger
audience. That is why it was made sure to interview these
candidates precisely.

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4.2.2 Objectives

Identify age, gender, income level of the market for

Getmethis.com.
Identify if there is an opportunity of running a new
online delivery service in Karachi.
To find out if the brand will be a success among its
target audience.
To determine the best way to market the delivery
service and to change the perception of the target
audience about local delivery service companies.
To find out which delivery service people prefer the
most over the others and why?
To find out if people are willing to use this service and if
they are aware of web portals can that help them buy
stuff on their behalf from websites that need a PayPal
account for payments.
To find out what matters most when it comes to a
delivery service being the best among other options.
To determine the best medium to reach our target
audience

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4.2.3 Hypothesis
H1: People dont know much about online buying from
overseas online stores in Pakistan.
H2: People are afraid of online frauds and are afraid of using
their credit cards to make payments.
H3: When using a delivery service, getting orders on time and
getting it right is what matters the most.
H4: People dont know who to turn to except their close
relatives when shopping for groceries, or picking up stuff from
a location and getting it delivered to their doorstep.
H5: People want someone reliable to run their errands and do
their shopping for them.
H6: TCS has lost its credibility over the years.
H7: Food panda has the highest brand recall because of its
association with all popular food places and restaurants.

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4.2.4 Sampling Unit

Young adults, male and female, individuals, students and
professionals.

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4.2.5 Sampling Size

45

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4.2.6 Instrument

Age
Gender
What is your house income?
Do you have difficulty managing your daily errands?
Do you tend to avoid long drives for simple tasks?
Do you have someone reliable to do your errands for

you?
If yes, is that person/service available 24/7?
Are you interested in buying stuff from ebay, amazon
and other foreign web portals?

Do you have a difficult time making your online

payments?

Have you ever ordered anything from ebay or

amazon? If yes how? If no why not?

Are you afraid of fraud on ecommerce websites and

of using your credit/debit cards for online shopping?

Do you want someone credible to shop securely for

you without the use of credit/debit cards and paypal
accounts?

Do you find it hard to send last minute sentiments in

Karachi?

Which brand comes to your mind when you think

about delivery services in Karachi?

Which brand comes to your mind when ordering food,

running last minute groceries, something you forgot to pick
up on your way home?

What matters the most when it comes to a delivery

service being good?

What are your most preferred delivery service

companies

Would you use a delivery service that runs your

errands for you and delivers EVERYTHING from an egg to
the latest gadget you love to your doorstep?

Which TV channel do you usually watch?

Which is the most reliable newspaper in your

opinion?

Which social medium do you think has the most

impact?

Which of these magazines do you usually follow?

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4.2.7 Technique
Respondents were randomly selected and were given an
online survey form to fill out their responses.

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4.3 Research Results

Age: 91% of the respondents belong to the age group

21-30.

Gender: Of which 58% were females and the rest

males.

28% of the respondents have house hold income of

200,000 or more, the rest 30% 100,000+ and 30.4%
50,000.

When asked if people have problem managing their

daily errands, 22 responded that they do have issues with
daily errands.

76% of the respondents said they have a problem

with taking long drives for simple tasks.

25% people said' they do have someone reliable to

do stuff for them but only 13% said that that person is
available 24/7.

When asked if people are interested in buying stuff

from ebay and amazon 52% said yes while the rest 48%
werent entirely sure because of unawareness and lack of
resources to do so.

51% people have a difficult time making online

payments.

When asked why dont people use these online

portals these were some of the responses:
I dont know much about them
Credit card declining reports while the credit was
balanced out.
Because I don't have a card yet thought which I can make
online payments.
No, because i have issues trusting sites, you might not get
the exact thing they show

80% of the respondents are afraid of using their

credit/debit cards for online shopping.

94% of people said they would like someone else to

shop securely for them.

71% of people have a hard time sending sentiments

in Karachi.

TCS has the strongest brand recall with DHL being a

close second. Only 3 respondents recalled delivery chacha
and delivery walay.

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Daraz, homeshopping and kamyu has the strongest

brand recall for online shopping in Karachi.

Delivery chacha, delivery walay, food panda and

eatoye compete almost edge to edge when asked about
grocery and food delivery preferences.

Time, efficiency and quality matters the most

according to the respondents when asked what makes a
delivery service good.

TCS and DHL are the most reliable delivery services

because of their timely deliveries and services.

Only 8% people are not interested in using a service

like getmethis.com the rest are willing to give it a shot.

Geo, Hum tv and HBO are the most watched

channels.

Dawn is considered the most reliable newspaper.

According to 91% of the respondents facebook is the

most impactful medium.

Home express, She and Sunday times has the most

following.

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4.4 Hypothesis Evaluation

H1: True
H2: True
H3: True
H4: True
H5: True
H6: False
H7: False

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4.5 Research Conclusion

TCS has the highest brand recall among other delivery services.
Delivery chacha still has a long way to go to make a mark on the
minds of its customers.
Usually people do have someone to do their work (grocery, pick
and drop etc) for them but that person is not always available so
they seek an alternative service thats where getmethis.com will
come in and make its position. People dont have a clear
understanding of online payments and the websites that shop for
them. This idea still needs to be established through proper and
clear advertising. People are unaware of most of the delivery
services available in Karachi. They usually think they have limited
options like tcs, dhl etc. Very few of them know about delivery
chacha and delivery walay. Time and efficiency matters the most
when it comes to a delivery service being good. Eatoye has the
second highest brand recall after tcs even though it doesnt
compete in the category.
Getmethis.com has a good chance to compete in this market.
People are willing to use such a delivery service for their
convenience.

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GETMETHIS.COM

5.0 MARKETING STRATEGY

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5.1 SWOT

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5.1.1 Strengths

available 24/7
fastest delivery service in Karachi - 40 minutes
Innovative idea- first time people can buy stuff through
a website from amazon and ebay with the facility of
COD
no bank deposits needed
On time delivery
Big channel
Strong network

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5.1.2 Weaknesses

New in the market competing against giants like tcs,

homeshopping and delivery chacha.

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5.1.3

Opportunities

Can spread awareness

tap new markets
unsatisfied customers

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5.1.4 Threats

growing competition
Law and order situation in the city

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GETMETHIS.COM

5.2 Segmentation
The segmentation of Getmethis.com is based on geographic and
demographics precisely. As the idea is still not that developed as
it should have been, considering the already existing strong
competitions, Getmethis.com aims towards targeting Sec A and
B heavily. Leaving lesser space for the competition to spread
itself. Getmethis.com also focuses on making people aware of the
service that exists in the market already by its clear and catchy
advertising communication. People who have been using delivery
chacha, tcs and other delivery services and are unhappy because
of their orders being misplaced, orders not being delivered on the
time promised and other bad experiences, getmethis.com will
closely look into their needs and address their problems.
Getmethis.com does not believe in the old trends of mass
marketing thus it will focus on selecting its target audience based
on their lifestyle and preferences. As a brand getmethis.com
understands that one can no longer consider every customer the
same. People vary and their needs do too. The segmentation
carried out to select the target audience is as follows:

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GETMETHIS.COM

GEOGRAPHIC:
All people residing in Karachi, Pakistan.

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GETMETHIS.COM

SEC: A
DEMOGRAPHIC:

Age: 15 and above.

Income: 200000+
PSYCHOGRAPHIC:

People who have busy schedules.

People who rely on other people and delivery

services to run their daily errands.

Aware and have time for nothing.

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GETMETHIS.COM

SEC: B
DEMOGRAPHIC:

Age 15 and above.

Income: 100,000+

Students, Housewives, Working class.

PSYCHOGRAPHIC:

Afraid of online buying frauds.

Have lack of resources and men power to do

stuff.

Dont have access to credit cards and paypal

accounts.

Have cars and drivers but are not available

24/7.

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GETMETHIS.COM

SEC C:
DEMOGRAPHIC:

Age 15 and above

Income: 15,000-20,000

Students, maids, drivers, labor class

PSYCHOGRAPHIC:

unaware

live hand to mouth

everyone usually works at home even school

going children.

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GETMETHIS.COM

5.3 Target Market

Sec A and B
Getmethis.com solely targets the working class, people who dont
have time for doing their daily errands and running long for
simple tasks. These are the people who dont even get time to
shop at stores and are mostly interested in buying stuff online.
Also the people who want a portal to buy stuff for them from
amazon and ebay. People are too consumed in their hectic
schedule to take out time to shop physically or drive long hours
for grocery and other errands.

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GETMETHIS.COM

5.4 Consumer Psychology

People think tcs is a reliable source to get things delivered on
time even though sometimes the parcel takes forever to reach its
destination. But as we have limited services like delivery walay
and delivery chacha people dont really know who to turn to
when in time of need. Or when they need someone to deliver
something super urgently.Getmethis.com's target audience are
the people who are afraid of using their credit cards for online
buying or the ones who want to avail the service but are unable
to due to lack of information and are too hesitant to ask their
bank for help. These people want someone reliable whom they
can trust with their day to day errands and someone to shop on
their behalf without going through the hassle of PayPal accounts
and credit cards and filling up forms or searching for the right
website etc. Some of the responses we got after asking people if
they had someone reliable to do stuff for them they said yes but
most of them said that person is not 24/7 available which is a
problem for most of the competition too. They have limited
working hours unlike getmethis.com which promises to deliver
even at 4am in the morning.

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GETMETHIS.COM

5.5 Positioning
Getmethis.com is to be positioned as your ultimate savior in the
times of need! Whether you need a helping hand with your
groceries or a rider to pick up your favorite bunkabab from the
local thelaywala getmethis.com will deliver everything and
anything! "We deliver everything, anything at any time!" this will
be the first delivery service to work 24/7 round the clock giving it
an edge over its competitions. Be it something you want to buy
from an overseas website or from your local mohalla
getmethis.com promises to deliver it at all costs. The brand is to
be positioned as reliable, easy to use, affordable, and always
available and hassle free delivery service.

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GETMETHIS.COM

5.6 Brand
Getmethis.com is a very young and full of life brand. Its
communication strategy clearly conveys the message of being
fun and reliable. Getmethis.com is to be launched as THE
ULTIMATE DELIVERY SERVICE that will even deliver chanachaat or
eggs to your doorstep within 40 minutes of your order
placement. This is going to be the fastest delivery service Karachi
has ever experienced. The brand focuses on being credible and
on time. It also focuses on getting the order right every single
time. The brand wants to form a close relationship with its
customers such that even if they want a simple task done lets
say clothes picked up from the dry cleaners they think of no one
else but getmethis.com for the job to be done perfectly and in
time.
Getmethis.com wants its customers to think of the brand as a
part of their own family, someone they can rely on and can trust
with things to be done when in time of need.
USP: The only delivery service available who delivers within 40
minutes of order placed and is available 24/7.

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GETMETHIS.COM

5.7 Marketing Objectives

In the first two years of its operation getmethis.com

wants to capture 20% of the market in the metropolitan
city.

The goal is to be profitable in the city within 6

months of the launch.

Getmethis.com wants its customers to know about

the services the brand has to offer clearly and create a
strong brand recall within the first 3 months of its launch.

Getmethis.com thrives towards out winning its

competition and attacking the areas where the competition
isnt present or is weak.

A lot has to be spent on marketing and advertising to

create such a strong impact thats why the budget has
been planned smartly.

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GETMETHIS.COM

5.8 Product
Getmethis.com offers more than a delivery service. It offers
convenience. It will bring you your grocery, eggs, the latest
iphone even your favorite movie tickets at your doorstep. The
service promises to delivery anything and everything within 40
minutes of the order placement. This is the fastest delivery
service Karachi has ever experienced. Also it is the only delivery
service that operates around the clock 24/7. Getmethis.com not
only does local shopping but it also does online overseas
shopping without the use of credit/debit cards and PayPal
accounts. It shops on your behalf with easy payment options.

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GETMETHIS.COM

5.9 Price
List the price(s) of your products. Explain how they relate to the
prices of the competition.

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GETMETHIS.COM

5.10 Place
Getmethis.com operates through facebook and its website along
with a realtime tracking app. Its main head office is in DHA
bukhari commercial and it functions through other small channels
located in every major area of the metropolitian city.
Riders and pick ups are available on service stops/small
franchises near all major main markets, Tariq road, Dha,
nazimabad, gulshan e iqbal, gulistan e joharetc covering all main
sharaeain.

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GETMETHIS.COM

6.0 PROMOTIONAL STRATEGY

Integrated marketing communication-360 campaign
Getmethis.com will advertise heavily on every mainstream
medium in karachi such as billboards, Press ads, Digital tvcs 15
seconds, Magazine, Digital ads to expose its target audience to
create a strong brand image and to become a well known name
in the industry. There will be points on memberships for example
you can get a premium card in which you can pre-order your
groceries for a month, this obviously will include good discounts
from super marts like naheed and imtiaz. Mobile application will
be launched for the convenience of tracking the riders' real-time
whereabouts.

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GETMETHIS.COM

6.1 Advertising Objectives

To educate people and make them aware of such a

service exists in Karachi

To create a strong brand recall

To make people want to visit the website atleast once

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GETMETHIS.COM

6.2 Promotional Objectives

To create goodwill and build a favorable image

To create a close relationship with the customers

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GETMETHIS.COM

6.3 Advertising Strategy

The advertising will be heavy on both print as well as electronic
media to inform people about the service getmethis.com offers.
Getmethis plans to advertise the whole first quarter of the year;
Getmethis.com will approach the 360 marketing campaign to
create a strong impact of the brand on the minds of the
consumers. The communication strategy for its advertising is
very fun and catchy and Getmethis.com plans to follow a very
karachitee approach. To give the brand a local yet impactful feel.
The advertising will be based on the positioning of the brand. The
message that we deliver everything, anything and anytime will
be conveyed clearly through the tvc and short clips used on other
social platforms.

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GETMETHIS.COM

6.4 Internet Marketing Strategy

Internet marketing strategy will include 15 seconds of small
clippings/extended version of the tvc, blog and reviews on
facebook and other social media forums. Instagram will also be
used for keeping the audience engaged with whats happening
behind the curtains. The application to track the whereabout of
the rider in real time will be developed and be available across all
major play stores. The reason to encounter such forums is
because the related target audience is active on these mediums
and they have a higher chance of getting exposed more
effectively while doing their day to day activities.

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GETMETHIS.COM

6.5 Budget
Advertising Cost
Total amount
TVC Cost
Billboards
Short Clips
Print Ads
Out door
Innovations
Application
Development
Cost
Social media
Cost

Yumna Ahmed

15 Crores
(1 crore 20
Lacs)
(1 crore 4
Lacs)
(1 lac)
(8 lacs)
(50 lacs)

1
mont
h
30 lac
(26
lacs)
(25k)
(2
lacs)
(12.5
lacs)

(30k)
(2 lacs)

2
mont
h
30 lac
(26
lacs)
(25k)
(2
lacs)
(12.5
lacs)

0
(50k)

3
mont
h
30 lac
(26
lacs)
(25k)
(2
lacs)
(12.5
lacs)

0
(50k)

4
mont
h
30 lac
(26
lacs)
(25k)
(2
lacs)
(12.5
lacs)

0
(50k)

0
(50k)

GETMETHIS.COM

6.6 ATL Activities

TVCs will be aired at 7-10 pm everyday on these TV channels to
address the right audience: Geo, Ary, Hum TV and HBO.
Billboards will be evenly spread in the city in all major parts like
Karsaz, Gulshan, Gulistan e Johar, Nazimabad, Tariq Road, Shahra
e Faisal, etc.
Press ads will be in the two major newspapers. Jang and Dawn.
Magazine ads will be printed in Sunday times and Home express.

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GETMETHIS.COM

6.7 BTL Activities

The rider points/franchises will be innovative and something new
for karachi they will be used for actual operations as well as
outdoor activations for people to see on their way home from all
main sharaein.

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GETMETHIS.COM

6.8 Media Plan

Channel
GEO

HUM

ARY

HBO

Time
9-10AM
6-7PM
9-10PM
5PM-6PM
8PM-10PM
10PM12AM
2AM-9 AM
9-10AM
6-7PM
9-10PM
6-7PM
9-10PM

Frequency
3
2
4
3
5
2
2

Rate
15,000
100,000
200,000
20,000
200,000
100,000
10,000

2
2
4
4
4

10,000
85,000
150,000
10,000
20,000

BILLBOARDS
Area
Size
Duration
Tariq Road
60x20
1 month
Karsaz
60x20
1 month
Johar
40x20
1 month
Gulshan
20x10
1 month
Clifton
60x20
1 month
Nazimabad
40x20
1 month
PECHS
40x20
1 month
Baloch Colony
60x20
1 month
Sharah-e-Faisal
60x20
1 month
TOTAL

Yumna Ahmed

Rate
500,000
400,000
80,000
30,000
500,000
50,000
150,000
300,000
600,000
2,610,000

GETMETHIS.COM

Descriptio
n

Size

Dawn

Half

Jang

Yumna Ahmed

NEWSPAPER
Mont Day/Da
h
ys

1
Sun &
mont
Mon
h
Quart 1
Sun &
er
mont
Mon
h
TOTAL

Rate
s
50,0
00
30,0
00

Total
Quanti
ty
8
8

Total
Rates
400,0
00
240,0
00
640,0
00

GETMETHIS.COM

7.0 LEGAL IMPLICATIONS OF THE

PROPOSED MARKETING PLAN
Getmethis.com will work with riders who have license of driving
only. All motorcycles, pick up high roofs will have proper
documentations. Getmethis.com will have a proper PayPal
account operated from its Dubai channel. Getmethis.com will not
be responsible for misuse of the delivery service but promises to
take full responsibility of its riders. Getmethis.com will buy an
online domain and will get its name registered by the
government.
Getmethis.com will carry out all its advertising and promotion
operation through a reliable vender or advertising agency.
Getmethis.com will not be involved in any kind of bribery or
unjust dealings.
The content will be according to the advertising ordinance and
laws of Pakistan. And no such content shall be used which can
offend any living person, religious, political or societal norms.

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GETMETHIS.COM

8.0 CREATIVES

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GETMETHIS.COM

8.1 Logo
Insert Image Here

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8.2 Envelop
Insert Image Here

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8.3 Visiting Card

Insert Image Here

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8.4 Letterhead
Insert Image Here

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8.5 Press Ad 1
Insert Image Here

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8.6 Press Ad 2
Insert Image Here

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8.7 Press Ad 3
Insert Image Here

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8.8 Press Ad 4
Insert Image Here

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8.9 Magazine Ad 1
Insert Image Here

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8.10 Magazine Ad 1
Insert Image Here

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8.11 Brochure
Insert Image Here

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8.12 Billboard 1
Insert Image Here

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8.13 Billboard 2
Insert Image Here

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8.14 Banner/Standie
Insert Image Here

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8.15 Poster
Insert Image Here

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8.16 Leaflet
Insert Image Here

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8.17 Pole Sign 1

Insert Image Here

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8.18 Pole Sign 2

Insert Image Here

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8.18 Pole Sign 3

Insert Image Here

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8.20 Website (Home Page)

Insert Image Here

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8.21 Website (About Page)

Insert Image Here

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8.22 Website (Contact Page)

Insert Image Here

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8.23 Website (4th Page)

Insert Image Here

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8.24 Mobile Website (Home Page)

Insert Image Here

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8.25 Mobile Website (About Page)

Insert Image Here

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8.26 Mobile Website (Contact Page)

Insert Image Here

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8.27 Mobile Website (4th Page)

Insert Image Here

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8.28TVC Copy

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8.29TVC Storyboard

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8.30TVC Screenshots
Insert TVC Screenshots Here

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8.31Radio Copy

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8.32Other Items
Insert Image Here

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9.0 CREATIVES JUSTIFICATION

Explain the choices of colors, fonts, layouts, images, graphics,
symbols, etc. of each item of the final outputs. Items can be
grouped together if they are closely related. Reading this section
should provide the reader an insight into the thinking process for
the creatives. It may include initial sketches to illustrate how the
final creative was developed.

Yumna Ahmed

GETMETHIS.COM

10.0 COLLECTED RESEARCH DATA

Insert the full collected data for the research.
Make sure to include the column headings on every page.
Format the data is such a way that it is easy to read.
Fonts allowed are Cambria and Candara only.

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GETMETHIS.COM

11.0 REFERENCE
For the research work, identify/cite all the resources (books,
reports, periodicals, websites, reports, interviews etc.). Identify
any copyrighted material used in your project for example
background music score, images, footage, etc. APA style is
optional.At least 5 credible references are required.

Yumna Ahmed

GETMETHIS.COM

12.0 GLOSSARY
This section should contain all technical words and words not
commonly understood, along with their meanings, used in this
report in an alphabetical order.

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GETMETHIS.COM

13.0 THE CREATIVE JOURNEY

Discuss your thesis from an execution point of view here. List the
reasons for doing what you did along with the problems faced in
doing the work and how you overcame them. Also, list the
problems that could not be overcome and what you did to get
around them. Furthermore, list the names of the people who
helped you in this project and their specific roles.

Yumna Ahmed