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Professional Services
Marketing Plan

Business marketing plan

Overview of service concept ................................ ........... 4

SWOT analysis ................................ .............................. 4

Market segmentation ................................ ...................... 5

Target market ................................ ................................ 5

Positioning strategy ................................ ........................ 6

Industry analysis ................................ ............................ 7

Trend of industry 7

Key players 7

Competitor SWOT analysis 8

Strategic objectives ................................ ...................... 10

Product strategies ................................ ......................... 13

Introduction 13

Mission 13

Working process ................................ .......................... 13

Brand logo ................................ ................................ ... 14

Br and name ................................ ................................ . 15

Future development ................................ ...................... 15

Pricing Strategies ................................ ......................... 16

Promotion strategies ................................ ..................... 18

Communicatio n strategies 18

Advertising 20

Sales promotion 21

Budgeting method f or marketing promotion .................. 25

Distribution strategies ................................ .................. 25

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Individual contribution page

NAMES CONTRIBUTION

Qiraat Rao Overview of service concept

Market segmentation, Targeting, Positioning

Muhammad Sameed Buksh SWOT analysis

Muhammad Danish Bhatti Industry analysis

Usman Zia Strategic objectives

Pricing strategies

Kunooz un Nisa Product Strategies

Promotion strategies
Muhammad Ibrahim Distribution strategies
Professional Services Marketing
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OVERVIEW OF SERVICE CONCEPT

➢ KHADIM.PK is an online platform for customers to scout for the best professional in the
service industry-like plumber, electrician, cleaner, event planner and yoga trainer etc.
➢ Simply put, it connects online users with offline business.
➢ Our vision is to use technology and smart process to structure the highly unorganized services
market in Pakistan.
➢ We aspires to make hiring a service professional as easy and straight forward as E-commerce
companies have made buying product

SWOT ANALYSIS

STRENGTHS WEAKNESSES
• Easy on pocket • Lack of fund
• Services will appreciable on
• Limited reach
ios and android application
• Security issues
• Ideal for last minute
prerequisites
SWOT
OPPORTUNITIES
• Expansion in one more THREATS
innovative services • Lack of demand because
• Add service charges base on clients lifestyle changes
hourly or fixed price. • Money related misfortune
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MARKET SEGMENTATION

Geographical segmentation
i. World region or county: Pakistan.
ii. Province-wise: Sindh, Punjab.
iii. City-wise: Major cities. iv.
Density: Urban, Suburban.

Demographical segmentation:
i. Income: High-income consumer.
ii. Family lifestyle cycle: Single, Newlyweds, children leaving parents for studies or work,
children getting married.

Behavioral segmentation:
i. Occasions: Special occasions like Birthdays, anniversary, parties,
mother’s day, father’s day.
ii. Benefit sought. iii. User status: First time users, potential users.
iv. Usage rate: Medium users, heavy users.

TARGET MARKET

The target audience of KHADIM.PK are mainly the part of our population that prefer to stay at home.
Specially, the working class of people who are way too busy to focus on their daily lives chores.
Through this service they can easily get stuff over and done without wasting anytime in just a single
Professional Services

click. The individuals who lack the availability of convince and the housewares who cannot leave their
house for us .this will support them by bringing easier and smarter access for main house hold activities.

Marketing Plan

POSITIONING STRATEGY

This is an all-rounder app which gives an easy access from booking appointment to your nearest salon to
calling a repair and maintenance person to fix your house. Our service KHADIM.PK take place in an
online marketplace with the amazing concept of making a direct link to the costumer and provider.
Through the help of this app you don’t have to wonder on the roads to find a plumber, event manager or
a health and fitness teacher. Just find the option in the app, find your suitable rates and there you have
the service at your door.
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Marketing Plan

INDUSTRY ANALYSIS

Trend of industry
KHADIM.PK is an online market place that provide services to the customers at their home in a
way that never been experienced before. I connect online users with offline business.

Key players
Operations manage

Quality control, safety, environmental manager

Marketing manager

Shipping and receiving person or manager

Professional staff

Competitor SWOT analysis

Mauqa online
Strengths
Team is working nice together.
Good team relation.
Fast delivery of stories.

Weaknesses
Need to improve our commitment to company goals.

Opportunities
We can influence outside teams about our way of working.
Increase company revenue.
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Threats
Uncertainty about which technology to use.
Not sure with API will be ready in time to be able to use it.

The Handyman home

Strengths
High barriers to Entry

Highly experienced Owner-Operator

Opportunities
Continue expansions for online sales

Ability to develop additional stores

Marketing Plan

Weaknesses
Competitors can offer similar products quickly

Limited startup costs

Threats
Changes in regulation can impact the business Product

are already sold by major competitors

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STRATEGIC OBJECTIVES

To ensure our business sustains and captures the targeted market, it is pertinent to develop strategic
objectives that will enable us to chase the business target. We will develop the following strategic
objectives for our online business:

To obtain 5% market share in first year and 20% by 5 years

As our online business is new and there is a lot of competition in the market already, it will be a
challenge to aim for a market share higher than 5%. To obtain this market share, we will initially need to
establish brand recognition which will be done by providing high quality services, competitive pricing,
and word of mouth advertising and differentiated services compared to competitors.

We will offer discounts like 20%off, 30%off on our services so that customers would love to avail our
services. By offering discounts we will receive more orders from the customers causing our services to
increase further. Through this we can capture higher market share and gain customers attention.

In the first year, we must make our promotional strategy better. We will do the promotion of our online
business through social media. We will make a Facebook page through which we can make customers
aware about our services. We will also do advertisement through television. Through social media we
can make customers all around the world aware about our business. Therefore, through these strategies
our business (KHADIM.PK) can attract customers and can gain 5% market share in first year.

Once the brand is established and people associate themselves with it, we will be able to achieve
customer loyalty which will get the word of mouth across. To achieve 20% market share in next 5 years
we will increase market penetration by providing those services that is trending in market. We can gain
market share through service innovation. Creating greater value for our customers and deliver more
revenue for our organization. There will be less faults in the services provided to the customers to
increase trust. We will provide those services to our customers that are limited in market and consumers
can’t access them. We will create Market Research Department to find out what services customer need
so that we can provide them at their doorsteps. Through this research we can gain information on
consumer preferences.
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Thus, it will help us capture increasing market share with time.

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Achieve break-even point by year 3

By capturing market share and increasing our price penetration, we will be able to increase our service
volumes, thus generating high revenue. As more orders are placed by customers causing our services to
increase, the total revenue increases and cover most of the cost. Business will achieve break-even point
when the total revenue exactly matches the total cost and business is not making profit or loss. We will
be incurring losses in the first two years due to cash flow management, but we must ensure to provide
enough facility at the right pricing to cover for all our investment requirement. Establishing the break-
even point will help our business to plan the levels of sales it needs to be profitable.

Be the world #1
In order to become world’s number one online business, it is important to ensure high quality of
services, their availability, competitive pricing and on top of it all excellent customer service. By
providing good customer services we can retain our clients and generate higher revenue. Keeping our
customers happy is the primary objective of our organization.

We will expand our services and ensure that every service that we provide online including customer
advisory.

Moreover, our main objective would be getting and staying profitable. Maintaining profitability means
providing good services to customers, making sure that revenue stays ahead of the costs of doing
business. We will focus on controlling costs in our operations while maintaining the profit margin on
services provided by us.

We will make our online business an employment attraction and retention. We will maintain a
productive and positive employee environment to improve retention. By maintaining productive
environment employee turnover rate will reduce and there will be more recruitment of employees.
Training our employees to cater to customer needs is crucial to the success of our business.

We’ll focus on staying ahead of the competition by adopting ongoing business objective of our
organization and maintaining competitive pricing. This will help us in understanding the ranking of our
services in marketplace, help us to determine how to improve our standing amongst customers and
revenue. For growth and dealing with developing marketplace it’s essential to bring change in
management to meet the challenges faced in an organization’s path.
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Have the product available at all major cities of Pakistan etc.

As we have started are new online business so we will start our business by providing limited
services to our customers and we will target limited places. Such as Karachi, Lahore, Islamabad.
In Karachi we will provide services in areas such as Clifton, Gulshan and North area of Karachi.
In Lahore we will target areas such as Gulberg, Allama Iqbal town Johar town. In Islamabad we
will target areas such as DHA Islamabad, G-13 Islamabad, and E11 Islamabad.

Extend market in other parts of the world

In order to expand our business internationally, the primary research will begin with the
understanding of international markets. We’ll learn about our potential customers, types of
services they need. We can gather some information by checking our current customer database
to see if some international buyers already exist. In order to extend internationally our research
and development team will take a survey of international market and will identify the demand of
customers and their preferences.

We will develop fulfillment strategy. Fulfilling international order is different than doing so
domestically. We can tap top suppliers in the country that we target to expand in. This will save
our time of searching for new supplier that will provide home service that is needed by
customers. As suppliers will be available in the country, we target to start our service this will
encourage customers to place order on our online portal to avail our home service.

Moreover, we will set a competitive pricing strategy. We will set the price of our service
according to the country where we plan to sell. For example; spending $50 for online purchase is
normal for customer of US, but for the buyer in Pakistan $50 would be a higher portion of
buyer’s income so they may not be able to afford it. Therefore, we will set the price according to
the country we are planning to provide service. We will set competitive price in order to knock
competitors out of market, but our aim would be to earn profit and generate more revenue.

PRODUCT STRATEGIES
Professional Services Marketing
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Introduction
Khadim.pk will be the first at home services provide in Pakistan. It will be all in one platform that helps
users hire premium service professionals, from beauticians and masseurs to sofa cleaner, carpenters and
technicians.

Mission
“OUR MISSION IS TO EMPOWER MILLIONS OF SERVICE PROFESSIONALS BY DELIVERING
SERVICES AT HOME IN A WAY THAT HAS NEVER BEEN EXPERIENCED BEFORE.”

WORKING PROCESS

KHADIM.PK provides a plat form that allows skilled and experience professionals to connect with users.
Looking for specific services. ALL the professionals, through experienced and skilled. Undergo intensive
training modules before being allowed to list their services on the platform. Once on the platform our
match making algorithm identifies. Professionals who are closet to user requirements and available at the
requested time and date.

Firstly we will start our services from urban cities like Karachi, Lahore and Islamabad.

BRAND LOGO
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BRAND NAME
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“KHADIM.PK”

• Khadim means helper, servant and attendant.

• We choose khadim because our basic motive is to serve people at home. To make their home choses
easier.

FUTURE DEVELOPMENT

KHADIM.PK an online home service market place, in future will focus on strengthening presence in the
existing market and may look at future expansion.

In Pakistan, the company plane to have a presence in the top largest cities and will offer mass services to
increase its base size. The presently company will serve only in Karachi, Lahore and Islamabad and add
more services in future.

PRICING STRATEGIES

What pricing method will you apply and why?

Professional Services Marketing
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As our online business KHADIM.PK is providing all sorts of facilities such as job opportunities, online
services such as beautician facility, carpenter facility, sofa cleaner facility, dry clean pickup and delivery
and many more. In order to provide these facilities, we must employ a pricing strategy that enables us to
capture the market. As a result, we will employ the Price Penetration Strategy which will enable us to
set lower prices compared to competitors in order to gain market share and attract customers.

This strategy will let us initially set low prices to rapidly reach a wide fraction of the market and initiate
word of mouth which is crucial for expanding our new business. The strategy works on the expectation
that customers will switch to the new brand because of the lower price. Through this strategy we can
easily capture the customer base, ensure sustaining them and achieve economies of scale.

Since online services is a highly competitive business and the services offered by us might also be
available on other online sites, setting lower pricing is the key to gain customer loyalty and enable brand
building.

Will you set different prices for different product size?

Different prices will be charged for different products and different rate of commission will be charged
for the services provided by KHADIM.PK. For example, different prices will be charges for different
services provided. For example, rate of beautician would be different as compared to rate of sofa cleaner
and carpenter. We will charge per hour rate from our customers in order to increase our revenue. In
order to remain competitive in the market, it is important to ensure that our pricing policy is in line with
the industry while maintaining discounts.
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Marketing Plan

Will you offer any discounts or bundles?

As we have started our new online business so in the beginning, we will offer discounts to our
customers. We will put sale on our services, like 20% off, in order to increase our sales. We will offer
discounts on our services so that consumers can avail cheap rate service at their doorsteps.

So, by using these discounts and bundles we (KHADIM.PK) can gain maximum market share, services
will increase and will become famous worldwide, revenue will be generated, enabling the business to
grow.
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PROMOTION STRATEGIES

“Services we are providing”

• Plumber
• Electrician
• Beautician
• Grocery seller
• Yoga /fitness
• Appliances repair
• Painter
• Cleaner
• Event planner

Communication strategies
Communication objectives:

Building awareness

Providing information Corroborating

a brand

Stimulating brand

Building awareness
Building awareness is important for new products and companies that are still unrecognized in a market.
Firstly our website describes all and there will be direct chat option that effectively reach clients.

Providing information
In other situations, it is needed to help clients in the seeking phase of the purchasing process. By
providing information, we will help users in making a choice and select services as per their
requirements.

Marketing Plan
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Corroborating a brand
A purchase is not the highest aim;

Client satisfaction and repeat purchases is where the marketer aims for. We will offer our 100% best
services to gain customers satisfaction.

Stimulating brand
We will provide first free trial services and buy one get 20% off on other service. Which is important
aim for quickly actualize purchases.

Target consumer demographics

KARACHI

• DHA Phase 1 to 6
• Clifton
• Gulshan
• Nazimabad

LAHORE

• Johar town
• Model town
• Iqbal villa
•

ISLAMABAD

• Gulberg
• F-10
• Bahria town

Advertising
TV
• Main medium and target audience
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• Morning show –air time

• During drama “main prime time” on top

Radio
• Will play 15 to 30 seconds commercial just during drive time 8 to 10 and offices off time 5 to
6

News paper
• Box ads in Sundays
• Launch add in front pages of dawn, tribute, Jung.

Magazine
• Column in magazine plus discount vouchers and QR scan code deals.

Outdoor advertising
• Main headings
• Sticker on main roads like shahra-e-faisal, teen talwar, do talwaar and karsaz, etc.
• Streamer polls as per occasions and festivals.

Marketing Plan

Sales promotion
Consumer promotion tools

Sampling
We will provide discount services voucher and scratch cards during lunch of our service.
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Point of purchase
We will offer annual sale to users plus special occasion discount like 20% off cleaning service on any
other ordered service.
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Display stalls
We will arrange stalls in fronts of marts. Like imtiaz, mile stone and agahs

Direct marketing
Following are the common sale force to increase awareness or to educate market about our services

Fliers
We will set fliers in malls like lucky one and dolmen mall etc. for a month and distribute broachers and
catalogs for free to people.

Text messages
Will send sponsored text messages of KHADIM.PK promotion just on the launching day.

Coupons
In malls and marts we will distribute discount coupons and post cards.

Internet marketing
Email marketing
We will update our loyal users about discount and deals by sending promotional email direct to their
phone.

Internet ads
We will plays a same 15 to 30 sec commercial during YouTube videos.

Social media
We will send coupons and discount cards to instagram, facebook, influencers and blogger as a
promotion and paid promotion collaboration.
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BUDGETING METHOD FOR MARKETING

PROMOTION

We will use “percentage method” because this method involves setting a budget by % of sales, sales
goals or gross markup. The percentage we use can be derive from our company’s performance and
standards.

DISTRIBUTION STRATEGIES

Pros and choosing a direct channel

Pros Cons

➢ Increase direct customer contact ➢ Increase internal work load

➢ More control over services display ➢ Increase expense of delivery and cost
delivery and promotion ➢ Company bears all the financial risks
➢ Fulfillment and satisfaction of payment
and cost.

Pros and choosing an indirect channel

Pros Cons
➢ Accounts control by middle man or seller ➢ Shared multiple marketing support
➢ Segmentation ➢ Potential conflicts
➢ Less control over business sales ,display ➢ No product loyalty
etc.

The final choice between the two channel and reason for choosing it.
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We as a services provider are choose direct channel because we directly interact with customers and we
want our customers to receive the best possible services. So we can’t rely on third party selling system
because it will create conflict between company and customers In which areas will you distribute
your product services?
Karachi Lahore Islamabad
➢ DHA Phase 1-6 ➢ Johar town ➢ Gulberg
➢ Clifton ➢ Model town ➢ f-10
➢ Gulshan ➢ Iqbal villa ➢ Bahria town
➢ Nazimabad