Marketing Plan

What channels you can reach them? To increase the awareness of Al-Bakra.com, we have Web-site and social media platform, apart from that we will also use direct marketing by giving Eid cards to customers when someone buy our product as well as to those who are our regular customers. We will engage our customer through web-site and social media network. We will also use billboards to create awareness among the target market. For the relationship building with acquired customers we will take their phone numbers to wish them on special occasions. For zoo we will use TV ads and newspaper for promotions. We will also offer free tickets for the members to create a buzz in the market this will boost our profits ultimately. How should you sell them on our offering and your brand? As our main focus for packaged meat would be specifically in Hayatabad, as no other branded fresh meat is available there, we would create our brand image of healthy and high quality meat to attract a huge target market of Hayatabad initially, later we can expand to other cities as well. Who should you target? We are targeting middle, middle upper and upper class as we have variety of breeds, for meat our initial target market is people in Hayatabad only.

Marketing Strategy Process

1. Understand Customer: Market Research: We are covering the areas of Peshawar, Charsada, Mardan, Attock, Islamabad and Rawalpindi, as in these areas the demand of mutton is very high in both restaurants and at homes around the whole year. And they prefer healthy and fresh meat. Target Market: We are targeting middle, middle upper and upper class as we have variety of breeds. 2. Analyze market: Purpose of the Environment analysis is to develop a finite list of opportunities that could benefit for our firm and the threats that should be avoided, it means all economic factors

including the social factors, cultural factors, competitor forces, political and Government forces and natural forces and trends of economy as well. This business is profitable for us because we have expert persons and we have own land for the farm. We will start the business by taking the loan from the government because Government is giving the subsidies for this industry. Goat is cheap source of for the poor people and extra income for poor people in the villages. Goats are also major sources of leather and leather products in the country. Goat meat has is consumed by all in the country. As in our country, rate of urbanization is increasing and families are very small so now people like to purchase the mutton and on Eid event now people like to purchase the goat rather than other animals for Eid. So due to urbanization goat farmer have taken benefits from big cities. And many people like the mutton. So now the Government gives many loans to the farmers as well as many others, to start the business of the livestock. Government is providing to support this business. Seasonal climate of country is good for the livestock and whole food for the goat we own can easily cultivate in our country. We can say that Government has good source of employment for the poor.

3. Analyze Competition: In Pakistan, there are many competitors of goat farming organized as well as un-organized. In villages of Pakistan, Farmers keep the goats for little investment as well as for selling purpose, and with farmers there are many organized Goat farming houses in the different areas of Pakistan as: Bukhari Goat farm, Sindh Goat farm, Abdullah goat farm and there are many little goat farms over all Pakistan. As demand of goat meat in Pakistan round the whole year and livestock industry is growing in the country. So many people keep the different breeds of goats for business. And there are many substitutes of goat meat in Pakistan as fish, chicken etc. To date, goat rising in the surrounding areas is at little level. There are no huge scale investments in goat rising. As this industry is growing in Pakistan and people have money

to invest in this sector and there are already many lower competitors in the villages. To invest in goat farming, people have no need of very huge money. Many farmers and businessmen easily come into this sector. So there are very low entry barriers of new potential customers in this sector. And there are also many competitors of goat meat. There are many competitors and competition is very high. Sometimes customers like breeds and sometimes quantity of meat. Competitors have many breeds so they can easily convince the customers. So there is very high competition among the competitors. We are differentiate from the others on the basis of Customized service as We are offering the famous breeds of Pakistan as Gulabi, Bada Sindhi, Buda Punjabi, Tedi as well as sheeps to target the all levels of income and deliver the goat on the demand. Almost many competitors provide the goats to the customers in the open market but they can order use through online and we will provide them as per the demand of customers. Others competitors only provide the goats to the customers but we are offering them goats as well insurance of the goats. If they dont like the goat then we can change or they can return back to us. As customers can easily purchase the goats from many competitors and in Pakistan there are many substitutes are available in the market so customers can easily switch. It means the bargaining power of customers is very high. But the main problem with city people is that how they keep the goats, so we are providing them online booking and we will provide as per demand. We are offering the one special offer to the customers which no any competitor is offering in the Pakistan that is Customers can book the goats before the Eid and can easily pay in terms of installments but at the end they dont like the product then we can change or they can return back to us and we will pay. Why customers will like our Farm as Al-Bakra.com? As we are offering the insured services to the customers and they can easily order through online at any time and they have also facility of booking and we will provide as per demand. In eid days we will arrange the butcher for the customers. We are offer the 100%

guaranty of quality, price and the distribution. At our farm we have also arrange the Zoo for the children. 4. Pricing, Positioning and Branding: We are providing customized products as we have different types of breeds on competitive prices and they can also buy through online and our delivery services are available on demand. We also offer a wide range of products including fresh meat n zoo for recreational activities. Market Strategies: To increase the awareness of Al-Bakra.com, we have Web-site and social media platform, apart from that we will also use direct marketing by giving our customers Eid cards at the time of buying our product as well as to those who are our regular customers and free zoo tickets to members. Marketing Goals: We want to increase our sale 20% by the end of September 2014 Monitor Yours Results: We will check our efforts by asking from new customers that how you came to know about us. We will also measure our results that how many times people visit our site and pages. Action Plan: Currently we are targeting few areas of Pakistan but once we spread the awareness of our products, our next step is to target the other big cities of Pakistan. Future opportunities: Co-opetition: we can start up a new mandi for goats n fresh meat in co-operation with competitors this would benefit us as well as the competitors.

5. Marketing Mix Product:

 Price:

Our product is different breeds of Goats and sheep. We are also offering Pets like Rabbit, Pagan, and Parrot etc. Packaged fresh meat Zoo

We are offering variety of products to our customers so price will be as per demand of the type of product our customers want to purchase. Prices of Goat would range from 20thousands to 1 Lac while Sheep from 18 to 40 thousands and the prices of pets are different. The meat prices will be in accordance with market rates. And zoo tickets will be nominal to occupy middle class. Placement: Goats will be placed on website as well as in mandi occasionally, as basic farming will be in Peshawar; we will have two outlets one in Peshawar and the second one in Rawalpindi. Currently we are offering our product in Peshawar, Mardan, Charsada, Attock, Islamabad and Rawalpindi. We are selling our products through online as well. The meat will be placed in mandi for Peshawar and Main outlets will be targeted in Hayatabad, Peshawar as there are no competitors and a huge target market. Zoo will also be in Peshawar. Promotion: To increase the awareness of Al-Bakra.com, we have Web-site and social media platform, apart from that we will also use direct marketing by giving Eid cards to customers when someone buy our product as well as to those who are our regular customers. We will engage our customer through web-site and social media network. We will also use billboards to create awareness among the target market. For the relationship building with acquired customers we will take their phone numbers to wish them on special occasions. For zoo we will use tv ads n newspaper for promotions. We will also offer free tickets for the members to create a buzz in the market this will boost our profits ultimately.

Assessment of Risk

STRENGTHS: Competitive advantage: No other company is offering such a wide range of products with a brand name we have this advantage over others. Installment facility: If a customer does not afford to pay at once, then we offer him to pay the price in installments, e.g.: if a male goat is of Rs. 25,000 then customer would have the option to pay the price in installments, and when he would have paid all the installments, the goat would be delivered to him. But installment facility would only be given to those customers would purchase an animal having price more than Rs. 18,000 Highly skilled staff and labor:

We have highly skilled labor and highly dedicated team of management to make it sure that the labor is doing all the work efficiently. And moreover, we have hired a doctor who would be checking the animals consistently, so that the animals could be prevented from any kind of disease. Strong delivery network: We have a strong delivery network, because we have our own transportation system. We deliver the animal to the customer safely. And moreover, we have two outlets, one in Peshawar and other in Rawalpindi. Variety of breeds: We have four major types of breeds with different prices. Thats how; we would be able to cover the versatile market. Online booking system: We are also providing the facility of online to the customer, so they can purchase goat or animal through online. WEAKNESSES: Low initial investment: Our major weakness is that we have little initial investment, because in this business, as much one would invest, as much the return would be. High mortality rate of goat kids (uncertainty): Goat is very sensitive animal, it is very important to prevent them from diseases, so this is an uncertainty in this business. OPPORTUNITIES: This business is full of opportunities, as the demand is much higher than supply. So, it is an opportunity to avail as much market share as we can. There are huge chances of growth and expansion in this business as well. Govt. of Pakistan supports livestock businesses, and exports of the animals.

THREATS: The major threat is the variety of diseases in animals. Although we have taken measures to overcome this risk, by hiring a professional doctor who would be responsible to examine the animals time to time.