Redline Planning

Make your wedding time of your life.

If you dreamed Of a Wedding of an Elaborate Elegance, we can help you to make your dream come true

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MARKETING PLAN FOR:

Redline Planning
WRITTEN BY: Maheen Sarfaraz-11467 Mohammad Najeeb-11742 Shahzaib Naeem -11421 Sadaf Khan-11388 Syed Zain-ul-Haque

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Acknowledgment:
We sincerely thank Mr. Faisal Qureshi for teaching Principle of Marketing and sharing experiences and enabling our team to work on our project. It has been a pleasure to be Sir Faisal Qureshis students. His lectures have been very interesting and motivating. We are extremely grateful to him and appreciate his efforts for providing us full support, encouragement and valuable guidance. Sincere regards, Maheen Sarafaraz Shahzaib Naeem Khatri Sadaf Khan Mohammed Najeeb Syed Zain-ul-haque zaidi

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TABLE OF CONTENT

Executive Summary ..................................................................................................................3 Company Description................................................................................................................4 Strategic Focus and Plan ...........................................................................................................5 Mission/Vision...........................................................................................................................6 Goals .........................................................................................................................................7 Core Competency and Sustainable Competitive Advantage ....................................................8 Situation Analysis .....................................................................................................................9 SWOT Analysis.........................................................................................................................10 Industry Analysis.......................................................................................................................10 Competitor Analysis .................................................................................................................11 Company Analysis.....................................................................................................................11 Customer Analysis.....................................................................................................................11 Market-Product Focus ...............................................................................................................12 Marketing and Product Objectives ...........................................................................................12 Product and Service Descriptions..............................................................................................13 Marketing Program ...................................................................................................................14 Sales Process and Impact...........................................................................................................15 Financial Data and Projections .................................................................................................16 Marketing Organization ............................................................................................................17 Implementation Plan .................................................................................................................18 Evaluation and Control..............................................................................................................19

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EXECUTIVE SUMMARY:
Congratulations! This is one of the most important milestones you will experience in your lifetime. Your wedding is meant to be an exciting time filled with happy memories of love and laughter. Its also time to prepare for the big day.This is where RedLine Planning Specialists come in we are here to help! Our customized wedding planning packages offer you as much or as little assistance that you feel you require in creating a personalized event. .RedLine Planning is soon going to promote it services through magazines, social networking websites, affiliation and references.RedLine Planning is all set to take the matrimonial and wedding planning industry by storm and is expected to launch. Services We Offer: Complete Event Design We Design and Plan the best theme for you Decoration We dont only think, We believe your event as our own. From the latest in town Marquees to exotic and breathtaking overall decor, Fresh Flowers, fascinating centerpiece and heavenly decorated stage all adds up to the charm in your lifes most beautiful day. Full Service Catering exquisite cuisine, superior staffing, beverage packages, & private chefs Lighting We believe lighting as the running blood in the event, thus we make sure your event runs healthier. Bridal & Groom Dress Designer Bridal & Groom Dresses at the most affordable rates Invitations design, layout & Printing Cards Video Making & Photography Make your Wedding memorable through our Video Making, Photography & Portraits Bridal & Groom Makeup hair & make-up, salon services

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Transportation Service From Doli to Horse Cart, Limo to Mercedes/BMW. We deal in all ! Often times we have been told we do not need to hire a wedding planner; maybe the venue has their own coordinator or a family member or friend tells you they can handle it. So how about Aunt Farida, Uncle Sahir or Papa, or Faisal Bhai being in charge at your wedding What would they do if the light goes off, setup is ordinary, or the guests pass sarcastic remarks or food is not enough? Thats right they will run straight to you completely distressed! Who needs that kind of stress on their wedding day?! We let you and your family enjoy on the most happening day in their life. An expert wedding planner will help save you time, stress and money and ensure that the vision you have for your picture perfect day comes to life. With years of experience, we understand how crucial attention to detail is, as well as complete and thorough follow through. Even with the best made plans sometimes life just happens, but with Redline planning you dont need to worry. Its a day you will always remember, and those memories should be filled with joy, love, and laughter.

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COMPANY DESCRIPTION:
RedLine planning is a young organization that provides platform where you can make the most memorable event of your lives with your perfect match. RedLine Planning provides matrimonial as well wedding planning facilities to the Muslim karachiites. RedLine Planning is a Matrimonial and Wedding planning company. RedLine Planning Matrimonial is the key to find a perfect mate for your life. RedLine Planning finds an authentic complimentary package of the life partner for you and then from Start to end it makes your wedding events most glorious days of your life.

RedLine Planning is the only institution to invest once and remain relieved for the rest of the life. Through RedLine Planning one can elect the partner according to the preferences. RedLine Planning provides complete description of the desired partner. Your preferences are our priorities. And through our wedding planning services, we make your wedding days most beautiful days of your life.

The company; apart from the think-tank of 5 co-owners has 20 staff members.

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STRATEGIC FOCUS AND PLAN:

RedLine Planning uses geographic, demographic, psychographic and behavioral segmentation strategies to focus on the Karachittes who belong to the elite class as it current target market. The plan is to starts from Karachi and then move to national and international market if provided with opportunities.

MISSION/VISION:The vision mission is to first enter the market in the city of

Karachi and then move to national and international market with provided opportunities and become the best wedding planner throughout the nation, be the first choice as a matrimonial and wedding planner for everyone who plans for marriage.

GOALS:
Financial goal: financial goals of the company is to at least get 10% profit from the very first wedding planned because a being a young organization we cannot plan to make more as we are focusing on gaining name in this cut- throat competitive world. Non financial goal: The Company plans to capture 30% of the market share and industry within the next 5 years, as there are few competitors at the moment in the industry providing the service of covering events from start till end. Capturing the market as soon as possible will help us establish our monopoly and goodwill and an excellent image in customers mind.

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CORE

COMPETENCY

AND

SUSTAINABLE

COMPETITIVE ADVANTAGE:
Our services are distinctive and reliable; with detailed wedding planning covering even the most minutes of events. In other words planning events from A to Z, no one else in the market provides such detailed and comprehensive event planning except RedLine Planning. We are also affiliated with many vendors and mega brands that provide wedding services, which guarantees first class service at discountable prices if you decide to plan your wedding with us. The matrimonial on the other will provide the most authentic services; every meeting or date and even profile search and selection would be personally arranged by our agents and would be conducted under the guidance and observation of our experts to guarantee authentication and no fake meetings and profiles.

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SITUATIONAL ANALYSIS:
At the present RedLine Planning is focusing only the elite class of Karachi, but we plan to expand even to the upper class of not only Karachi but the whole of Pakistan.

SWOT ANALYSIS:

INDUSTRY ANALYSIS:
The industry is relatively new in this part of the world. The competition at the moment is low, but as it is a growing and developing industry therefore new entry in the industry in a large quantity is possible. The target market of the industry mainly belongs to the elite class as they have the urge of going with the latest trends and wedding planning, at the moment is the trendiest thing in town .

COMPETITORS ANALYSIS:
As the industry is developing therefore competition at the moment is low, but on the other hand there is a risk of new comers and new entries. The market is limited; therefore the services provided by competitors are also limited. The competitors are confined by boundaries and have particular fix starting budgets.

COMPANY ANALYSIS:
The company will target mainly the elite class of Karachi , providing the most detailed and extensive services in the industry , covering each and every events to sub event with full alteration and tailoring facilities alongside companys recommended themes, events and menus.

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CUSTOMER ANALYSIS:
The company is targeting the elites who are reputation conscious and are willing to spend out of the way to create status symbol that will create a buzz. The demands of the customers are distinguished, special and unpredictable. Customers are brand conscious and trendy, and want to be one step ahead of the people around them, having a very strong sense of competition and willing to go to any extent in order to maintain their repo.

STRENGTHS:
RedLine Planning provides some of the services through branded houses so this becomes our strength; as most of the companies provide their own services in order to earn more profit but we give brands on cool prices. Our collaborations with different brands is our strength.

WEAKNESS:
We need a good amount of money to make a marriage successful; as our cost is high therefore it is very rare for low budget weddings to reach the heights of peoples expectation.

OPPORTUNITY:
The field is new and innovative. Not many competitors in this part of the world so a chance to establish our command on the market. And the elite class wants to go for the latest trend and wedding planners are sought to be the trendiest thing these days.

THREATS:
As it is a developing industry therefore many competitors are trying to enter into the industry and trying to capture the market as quickly as possible.

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MARKET-PRODUCT FOCUS:

MARKETING & PRODUCT OBJECTIVE:

Our product objective is to provide each and every thing from start to finish and to make people delighted with our services. Our target market segments are geographic, demographic, psychographic and behavioral.

TARGET MARKETS:
Our target market is niche market as it is done for elite class only. For elite class, marriages have now become a status symbol. We provide our services with huge brands names so that our product can delight our customers.

POINT OF DIFFERENCE:
No one in the market provides matrimonial service with wedding planning. There is only one company but that also dont provide their wedding planning services with such detail study as we provide which gives us edge in the market.

POSITIONING:
RedLine Planning wants its customers to rate them above all other competitors in the industry, and the first name that comes to their mind when they think of a wedding planner; therefore RedLine Planning has decided to go for the most distinct, complete and comprehensive planning wedding events, covering even the most minutes of event and allowing its customers full alteration and tailoring options which guarantees their in- macular trust and complete customer satisfaction.
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SERVICE DESCRIPTION:
Our service starts from matrimonial and ends at providing you a honeymoon`s package. We provide our services in two form either you leave everything on us or you select everything and we do the hardwork. The maximum revenue will be generated from the second package because now everyone wants things of their own choices.

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MARKETING MIX:

PRODUCT: Matrimonial and wedding planner.

PRICE: RS 15,750,000 for our recommended events and planning; that is actually a fix price
strategy. On the other hand if the customer is will to alter and tailor our services according to their own will than we will charge accordingly using differentiated or flexible pricing strategy. Overall our basic pricing strategy is value based pricing strategy.

PROMOTION: fashion magazines, online (face book), references, word of mouth.

PLACE: C/23, 9th commercial, Phase 4,DHA

The above place is our office address. The distribution channel is direct between us and our customers with no intermediates involved.

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SALES PROCESS AND IMPACT:

For our matrimonial services we charge our customers 25,000 per registration at the time of registration and then remaining 20,000 when we make up or finalize their match. Marketing programs do enhance and encourage people to join our matrimonial services by creating awareness in the market about such services being available with authenticity. As far as the wedding planning is concerned, we charge 50% in advance and the remaining 50% after the completion of the marriage ceremonies.

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FINANCIAL DATA AND PROJECTION:

As the organization is new in business therefore at the start we are not expecting high sales but as time goes on and with people starting to recognize our work and us making a name in the industry; eventually we are expecting on average about 200 to 350 registrations per year in our matrimonial services, at least 45 to 55 successful matches made by us and about 12 to 14 weddings planned by our team every year. Obviously the business is expected to grow year by year but this financial prediction is about an average expected value and is based on assumptions. As RedLine Planning is on the introduction stage of product life cycle, we have planned to buy few assets and as we will earn a name and gain in through our company we will expand in buying good fixed assets for the company. In the start the only fixed assets will be the decoration and catering things because we are providing these facilities from our own resources.

MARKETING ORGANIZATIONS:
Face book Me and my wedding magazine Affiliations and references.

References in a sense that people and company we have collaborations with are going to recommend us and place our brochures there.

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IMPLEMENTATION PLAN:
RedLine Planning started its market research and analysis in April 2010 and is ready for launch very soon; launching date is expected to be 5th of May 2011. The organization is expected to gain 30% or market share in the next 5 years and also is expected to increase its collaborations with mega hotels and brands and also expand the self based services; all this will help the organization increase its profit ratio.

EVALUATION AND CONTROL:

No marketing process, even the most carefully developed is guaranteed to result in minimum benefit for the company but a company has to plan remain within the market forever with extendable programs and maintained image. RedLine Planning has planned to evaluate its performance through its website in order to cater the needs of our valuable customers. As this world is moving fast we will develop new plans and ideas to capture the attention and meet the flexible changes in the requirements. In case if the company fails to do business successfully and cater needs and demands of the customers, so RedLine Planning will target upper middle class also.

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