MARKETING MANAGEMENT

SUBMITTED TO:

DR. ALI REHMAN

SUBMITTED BY:

Emaan Mehmood BS(ADP)-IAS-09-R-F23

Fatimah Shoaib BS(ADP)-IAS-04-R-F23
Aleeza Afzaal BS(ADP)-IAS-52-R-F23
Qazi Nazeer Ahmad BS(ADP)-IAS-19-R-F23
M.Amir BS(ADP)-IAS-11-R-F23
M.Akmal BS(ADP)-IAS-24-R-F23
REPORT
Contents
REPORT........................................................................................................................................................2
VISION STATEMENT.....................................................................................................................................5
MISSION STATEMENT..................................................................................................................................5
UNIQUE SELLING PROPOSITION (USP):........................................................................................................6
EXECUTIVE SUMMARY.................................................................................................................................6
CURRENT MARKETING SITUATION..............................................................................................................7
MARKET DESCRIPTION.................................................................................................................................8
WELCOME TO THE CONVENIENT MART:.............................................................................................8
SEAMLESS SHOPPING EXPERIENCE:.....................................................................................................8
EXTENSIVE PRODUCT RANGE:.............................................................................................................8
ACCESSIBILITY AND FLEXIBILITY:..........................................................................................................8
SUSTAINABILITY FOCUS:......................................................................................................................8
PRODUCT REVIEW...............................................................................................................................8
CHANNELS AND LOGISTICS REVIEW....................................................................................................9
COMPETITIVE REVIEW.........................................................................................................................9
OBJECTIVE AND ISSUES................................................................................................................................9
OBJECTIVES............................................................................................................................................10
ISSUES........................................................................................................................................................10
MARKETING COMMUNICATION STRATEGY...............................................................................................10
1. Digital Marketing...........................................................................................................................10
2. In-Store Experience:......................................................................................................................10
3. Promotions and Offers:..................................................................................................................10
4. Customer Feedback and Reviews:.................................................................................................10
MARKETING RESEARCH.............................................................................................................................11
ACTION PROGRAM....................................................................................................................................11
June:..................................................................................................................................................12
BUDGETS...................................................................................................................................................12
CONTROL...................................................................................................................................................12
 VISION STATEMENT

“Be the destination for customers to save time with the help of well-experienced and satisfied
employees, no matter how they want to shop

MISSION STATEMENT

“To build the most convenient shopping experience possible, by providing a cost-effective payment
solution that inspires hope, promotes health by bringing a clean and safe environment for the people as
well as give back to the communities we serve.”

UNIQUE SELLING PROPOSITION (USP):

Smart cart innovation in convenience mart

• Aims to enhance customer experience through technology innovation.

• Provides all necessary smart cart software.

• Aims to create unique shopping experience, preventing customers from visiting other malls.
 EXECUTIVE SUMMARY

 The Convenience Mart Is Going To Launch In Feb 2024 We Are Going To Compete With
The Imtiaz Store Carrefour Green Valley And Metro Rather Than Focusing On Competition

 Our Attention Will Be On The Creating Value For The Customers , Experiences And
Satisfaction.

 We Have Researched That There Is A Huge Gap Of Digitalization In The Shopping Sector
And By Filling The Gap We Are Going To Introduce Tech Driven Shopping Experience For
The Customers As The Need Of Digital Payment Is Increasing And People Are Demanding
Quick Service While Shopping

 So We Are Going To Introduce The Convenient Mart To Fill The Gap In The Market And
Promote Digitalization Of The Payment Through The Smart Cart

 We Are Expecting By Filling The Gap In The Market We Would Be Able To Position Our
Brand In The Minds Of Customers As The Only Go To Place For The Shopping Of All
Perishable Items
 CURRENT MARKETING SITUATION

 The convenience mart is relatively a new concept in Pakistan and it is new brand as well as
compared to the other brands operating in the same sector .The convenience mart focuses on
providing ease and life long shopping experience to it’s customers whether they belong to Elite
class, middle class or lower middle class.we are open and welcoming to all. Our brand the
convenience mart will offer each and everything of the daily use a person requires in his or her
life.

 The average person in Pakistan spend around 30,000 on perishable items in a month the numbers
could be changed according to style of living.So we are expecting that we would be able to
capture most of the fortune by providing customer satisfaction through service delivery by means
of our brand.

 Currently the major competitors for us on our location of operating are Al fateh, Carrefour, metro

 Imtiaz super stores and green valley. Instead of challenging directly to these established
businesses we will focus more on creating value for customers, create customer satisfaction and
thus providing better service delivery.

 But we have an competitive advantage in the form of our concept of digitalization of shopping
experience which we believe will contribute in rapid growth of our brand with acceptability of
masses.

 To break in the market we are going to target from elite to lower class by providing products
which they require for their daily use.We will create experience, features, benefits and
satisfaction valued by these segments
 MARKET DESCRIPTION
WELCOME TO THE CONVENIENT MART:
We define convenience by blending cutting-edge technology with an extensive array of everyday
essentials, electronics, and smart home solutions. We pride ourselves on revolutionizing the Pakistani
retail landscape by introducing a one-stop destination that caters to your modern lifestyle.

SEAMLESS SHOPPING EXPERIENCE:

Discover the ease of shopping through our intuitive mobile app or in-store interfaces, providing a hassle-
free journey from selection to checkout. Our smart checkout systems and user-friendly platforms ensure
a swift and convenient shopping experience, saving you time and effort.

EXTENSIVE PRODUCT RANGE:

Explore a comprehensive range of products meticulously curated to meet diverse needs. From fresh
groceries to the latest gadgets and smart home innovations, we offer a wide selection of local and
international brands, ensuring there's something for everyone.

ACCESSIBILITY AND FLEXIBILITY:

Shop at our convenience with multiple channels - whether it's ordering online for doorstep delivery or
opting for in-store pickups. Our flexible payment options, including digital wallets and contactless
methods, cater to your preferred mode of transaction.

SUSTAINABILITY FOCUS:
Committed to sustainability, we offer eco-conscious products and promote environmentally friendly
practices, contributing to a greener future.

Join us at THE CONVENIENT MART where convenience meets innovation, and experience a smarter way
to Shop in Pakistan!

PRODUCT REVIEW
In the Convenience Mart we are going to introduce “the smart cart” the introduction of the smart cart in
the Convenience mart will not only ease the lives of customers but will also support the brands slogan
“save time & Hassles”

The smart cart will ease the lives of people in the following manner

 Main parts of the smart cart are Tablet, antenna,RFID Reader and weighing sensors

 Save the time of customers reduce the headache of lines and check-out

 Control the crowds of the mart

 Increase the sales with instant gratification

 To minimize human interaction in mart and to speed up payments

 The latest software’s will be used like OS(Linus,Ms),net framework and PHP(hypertext
processor) to ensure the smooth working of systems
CHANNELS AND LOGISTICS REVIEW
The convenience mart channels and logistics will be centered around an extensive network of distribution
centers, transportation systems, and technology to efficiently move products from suppliers to stores and
eventually to customers.

 The focus of convenience mart will be on optimizing inventory levels and improving stocking times

 Additionally, the Convenience mart is aiming to invest heavily in technology for inventory
management, predictive analytics, and automation to streamline operations and enhance overall
efficiency in their supply chain.

COMPETITIVE REVIEW
 After a thorough research we have identified our competitors in the sectors we are going to
operate. As we are going to operate in lahore as the first place we have identified the major
competitors in the relevant sectors are Imtiaz super store metro euro green valley

 As we have identified our competitors we have learned from a thorough research that for instance
in case of Imtiaz super store they maybe providing an extensive product line,In case of green
valley they maybe providing rather focusing on cotton bags,In case of metro they will be focusing
on home delivery

 Bur we have learnt from thorough analysis that none of these stores are focusing more on
technology and innovation.

 They may be focusing at extensive product line but

 Not necessarily the consumers want the extensive product line but the preference of consumers
will

 An ease of doing shopping

 That we are going to provide through technology and innovation by creating value for customers

OBJECTIVE AND ISSUES

We have set aggressive but attainable objectives for the convenient mart

OBJECTIVES
Year-1 Objectives

For the year-1 we are aiming to capture market through our deep understanding of the market and
aiming to capture 15 percent share of the market. Through our extensive product line we will be
attaining customer share in our business
ISSUES
The main issue will be establishing the new business. The other issues would be related to educating the
customers, establishing our own personalized distribution channel. However we are determined to
overcome these challenges

MARKETING COMMUNICATION STRATEGY

The convenient mart will not follow the traditional marketing strategy rather as it will be focusing rather
relying on communication with market through online sources like Social media apps for instance
Facebook, Instagram, X(Formerly name as twitter).

 Through online sources we will be targeting the youth and middle age people from both gender

EDUCATIONAL CAMPAIGNS

We will be focusing on educational campaigns for customers to make them aware of our brand
the convenient mart and it’s technology

First of all we will educate the customers about the use of technology

Second we communicate the customers in every way possible to make them aware of our brand
and position our brand as the only go

To place for shopping.

MARKETING RESEARCH
To align with new product and distribution method, we will adapt online
promotional approach to highlight the our convenience and innovative features of
the smart mart. Additionally we will be monitoring online discussions specifically
related to marts and smart shopping experiences to gauge potential customer
perceptions.

ACTION PROGRAM
January :

Conduct team training to instill excitement for the upcoming product launch. Communicate selling
benefits and ensure awareness of enticing promotions. Initiate a teaser campaign on our website and
social media, building anticipation for the new product.

February :
Transform our store with prominent displays for the new product. Amplify online promotion through
our website and social media. Provide detailed training, emphasizing the new product’s transformative
aspects. Equip the team to address customer inquiries.

March :

Leverage Foursquare and Facebook Places to attract local customers. Enhance visibility for our special
offering among nearby residents. Maintain visual consistency between our store and online presence.
Ensure displays align with the brand narrative portrayed on the internet.

April :

Strengthen our online presence with targeted mobile ads, promoting the new product and guiding
customers to our website and social media.Prepare the team for an increased volume of inquiries
through another training session, reinforcing our commitment to exceptional service.

May :

Initiate a sales contest to recognize top performers showcasing the new product. Prioritize customer
feedback, actively listening, and adapting strategies based on their input.

June:
Celebrate the product’s launch with in-store events, positioning our establishment as an attractive
destination. Encourage foot traffic to our store.Foster local partnerships and sponsorship to integrate
our brand into the community. Cheers to becoming a community favorite.

BUDGETS
As The convenience mart is going to introduce in the February 2024 we are expecting footfall for the
month of February around 1 million people .With an initial investment of 95 million rupees we are
expecting an payback period for this amount in 1 year of opening the mart. We will keep 15 million
rupees for first month as cost covering operation expenses and for maintenance purposes.

CONTROL
Convenience Mart is implementing rigorous control measures to ensure operational excellence.

 This involves meticulous oversight of day-to-day operations to guarantee seamless functionality.

 Our primary focus is on customer satisfaction, achieved through continuous feedback

monitoring and swift issue resolution to maintain a positive shopping experience.

 Adaptability to market changes is a priority, requiring vigilant tracking of monthly sales across
product segments and channels within the convenience mart.
 Quick strategic adjustments are prepared to address evolving consumer trends, new products,
or emerging competition.

 Additionally, robust contingency plans are in place to navigate unforeseen challenges, taking
into account shifting consumer preferences, new products, and competitive dynamics in this
dynamic market landscape.