Objectives:

• To provide a quality service to our clients who wish to perform the religious pilgrimage of
Umrah or Hajj.
• To ensure that our clients can perform religious duties comfortably and safely.

7 P’s of Marketing Mix:

1. Product:

The term "product" applies to the products or services we're offering and all of the benefits and
perk our customers will get. We are offering our services as a travel agency in the sector of Hajj and
Umrah. We offer different packages with total visas, accommodation, and transport facilities to provide
our customers with a comfortable and safe journey.

Specifications:
  Safe and Secure Journey
 Smooth and Reliable Service
 Professional Consultants

2. Price:

The price is such a component that can affect the revenue of a company significantly. Therefore,
it’s important to develop a proper pricing plan that ensures business success. Price reflects the value of
services or product and value for the customers as well. We will use two types of pricing strategy for our
business.

Penetration Pricing: This strategy involves setting a low price initially to attract customers to our agency.
This can be useful because we are a new business in the market and can capture a larger market share
by setting low prices initially than our competitors. We will also offer discounts and special priced
packages to attract more clients and maintain our competitive edge. Our prices will vary from package
to package. Once we establish our business and build a loyal customer base, we can gradually raise our
prices to reflect the value of our services.

Seasonal Pricing: The second pricing strategy is also useful to generate a good profit in our business.
This pricing strategy involves adjusting the price of the package based on the demand and the market
conditions. For example, during peak seasons like Ramadan, Hajj, or Umrah, we will charge a premium
prices for our services. At the same time, during off-peak seasons and in low demand, we will offer
discounts to attract customers.

3. Place:

To attract potential customers and increase bookings, a strong placing strategy is essential. We
are located in Siddique Trade Centre Gulberg Lahore. Customers can visit our office from 09:00Am to
05:00PM from Monday to Saturday. Partnering with hotels, airlines, and other service providers to
create all-inclusive packages can increase our agency's visibility and offer customers convenience and
value for money.

Online Presence: The majority of customers now do online research and online bookings. Thus, we have
a user-friendly website www.SafreRooh.com with comprehensive packages, pricing, and a secure
payments gateway. This will help to increase customer traffic and awareness among potential
customers. Using social media platforms such as Facebook, Instagram, Twitter, and LinkedIn will increase
awareness and engage with potential customers directly. For example, sharing package updates and
new offers on social media can improve your agency's online visibility and customer engagement.

4. Promotion:

To promote our Umrah and Hajj travel agency and increase bookings, we will use multiple
promotion and marketing strategies to attract more customers and become a market leader in this
travel industry.

Social Media Promotions: It is an era of social media, and most people are active on Facebook,
Instagram, Twitter, and LinkedIn, so we will create awareness and attract customers from these
platforms. Where people will get updates of our services, can read about different packages and also
contact us for further guidelines.
Posters/Brochure: We will design posters and brochures that will consist of packages details and will
distribute among the people for raising awareness of our services. Discounts will be given in the form of
special packages. If a customer avails our service for the second time he will be given 10% discount.

5. People:

The People in the marketing mix represent the employees and customers of our travel agency.
We have well trained and professional team about religious tourism to assist the customers and it will
create a positive image. Effective communication among team members and between employees and
customers will develop credibility, transparency, and empathy. Ensuring timely feedback and addressing
customer needs will help us to grow rapidly.

6. Physical Evidence:

The physical evidence refers to the physical environment or tangible elements that contribute to
the overall customer experience. Ensuring that the facilities are accessible for all customers is vital. We
are located in Gulberg where customers can visit our office for any kind of help and guidance. We will
also show the feedback of our customers to our potential or new customers to create credibility and
value of our services.

7. Process:

The processes involved in delivering our services to customers are referred to as processes. We
will guide the customers about our service and available packages and will make sure a smooth and
hassle free process. We will do the Visa, accomodation and transport process for the customers. Giving
an overview of our services to the customers then booking the desired package and will offer our levels
best service to meet the customers’ expectations.

Budget Plan:

Investment Plan for a Travel

Agency
Investment Plan (Rs.)
Initial investment   20,000,00
Bootstrapping 20,000,00  
    20,000,00
We are four partners in this business and the initial investment to start our travel agency is Rs.
20, 0000/- that is purely based on bootstrapping and we had not taken any loan from any bank or any
other sources.

Investment:

One Time Investment

Investment Description Rs.
Computers Desktop computers for office work(5) 75,000
Electrical Appliances Routers, Switches, Internet Server, UPS 100,000
Furniture Chairs, Table and coach 250,000
Security Office Rental Security 50,000
License Fee Travel Agency License Charges 800,000
 Total   1,275,000

These are some basic requirements to start the travel agency and these expenses are only for
one time in the initial and it will cost us approximately Rs. 1,275,000/- that will be paid from our
investment money.

Estimated Monthly Expense:

Salaries Expenses
Employee No. of employees Salary Per Month(Rs.)
Front Desk Officer 1 35,000
Office Boy 1 25,000
Total 60,000

Estimated Expense for a Month(Rs.)

Salary Expense 60,000
Rental Expense 80,000
Utility Expense 75,000
Advertisement
Budget 300,000
Depreciation 500
Stationary 5,000
Others 10,000
Total 530,500
These are the expenses that will be occurred every month for a smooth running of the business
and we will cover these expenses by generating profits and the initial investment will also absorb as the
business grow.

Remaining of Investment
Investment 2,000,000
Initial Investment Expense 1,275,000
First Month Expense 530,500
Total 1,805,500
Remaining of Investment 194,500

This is the remaining amount (Rs. 194,500/-) that we will use to compensate the loss if occurred in
future.
 Marketing Plan:
Marketing Strategies:

For a marketing of anything, there is the first need is to recognize your targeted audience.

In the marketing of a travel agency, the targeted audience will be the Muslim community of

Pakistan. These are our targeted audience whom we are going to convince to choose our

services. We will develop our marketing strategies according to it. One of the most important

things to consider is the needs of the audience you are engaging. The people who are interested

to perform Hajj and Umrah and have budget to perform the religious obligations, will be the

most targeted audience.

Social Media:

Social media platforms like Facebook, Instagram, and Twitter are great for promoting

Hajj and Umrah services. Create visually appealing graphics, post testimonials from satisfied

customers and use targeted social media ads to reach potential customers.We have designed our

social media pages to show our presence on social media. We will run Facebook and Instagram

Ads to address our target audience. Paid and organic Ads will increase the traffic of potential

audience. Customer can ask query via Messenger and Instagram DM where our team will guide

effectively about any ambiguity they have.

Television:

Television is an effective source of marketing. As our target market is the Muslim community of

Pakistan of any gender or age. We can give ads on TV and people will get to know by news.

Print Media:

We will also advertise our service using print media. It will create awareness and will help us to

engage more customers. People read newspaper daily so if we advertise our travel agency there

then there is a high chance to grab the attention successfully. The Ads will contain detailed
information of the services and its specification. The pamphlet will be distributed among the

target audience to increase the awareness.

Email Marketing:

We will use email marketing strategy to keep your customers informed about your services and

promotions. Send newsletters, updates, and exclusive offers to our potential clients.

Influencer Marketing:

Partnering with influencers who have a significant following on social media can expand the

reach of our marketing campaigns. We will collaborate with influencers in the travel and

religious space to promote our services.

Referral Programs:

We will encourage satisfied customers to refer their friends and family to our services. We will

offer them with discounts or other incentives for successful referrals to increase loyalty and

repeat business.

Event Marketing:

We will exhibit at events or conferences related to travel, religion, and culture. It will create

awareness about our travel agency. We will make sure the branding is consistent and create an

engaging and informative display.

Website Optimization:

A well-optimized website can attract potential customers who are searching for Hajj and Umrah

services. We will design a user-friendly website that has clear and concise messaging, and

provides detailed information about our services and available packages details.

Search Engine Optimization and Blogs:

We will optimize our website content so it appears in search results when potential customers

search for Hajj and Umrah services. We will upload blogs on the website and will use relevant

keywords, generate back links, and update content regularly.