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GROUP MEMBERS

 SAJEEL ABBAS
 ZEESHAN ALI
 SAMREEN NAEEM
 USMAN GHANI
 AHMAD IFTIKHAR

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 COMFORT STREEK

“A WORLD LIKE NO OTHER”

A STRESS RELIEFE CENTRE

Aim to Serve

•COMFORT STREEK is a full-service of physical

fitness , health clinic, and spa based mental
relaxation area dedicated to consistently providing
high customer satisfaction.

•Furnishing an enjoyable atmosphere at an

acceptable price/value relationship.

•A friendly, fair, and creative work environment,

with diverse ideas, and hard work.

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OUR VISION

To make COMFORT STREEK a caring

company, recognizable for uniqueness
Nationwide.

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MISSION STATEMENT

COMFORT STREEK is dedicated to a

sustainable corporate concept of linked
prosperity. Our mission consists of 3
interrelated parts.

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 COMPANY’S MISSION:

Our mission is to offer the widest selection

of high quality stress reduction products
and programs for use in coping with the
devastating mental, emotional and
physical effects of excess stress.

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Economic Mission:

To operate the Company on a sustainable

financial basis of profitable growth, increasing
value for our clients & expanding
opportunities for development and career
growth for our employees

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SOCIAL MISSION:

To operate the company in a way that actively

recognizes the central role that business
plays in society by initiating innovative ways
to improve the quality of life.

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SWOT ANALYSIS:

 S STRENGTHS

 W WEAKNESSES

 O OPPORTUNITIES

 T THREATS

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SWOT ANALYSIS:

STRENGTHS
External Strengths:
 Unique services under one roof.
 Health conscious clients
 Potential clients.
Internal Strengths:
 Efficient workforce.
 Skilled and Technically sound.
 Internal valuation system.

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SWOT ANALYSIS:

WEAKNESSES OPPORTUNITIES
 Introduction stage.
 Few competitors
 Sheer number of market share
 The costs of attracting a large
 No body is providing these
corporate client.
services under one roof in this
packages.

Threats
 New Entrants
 Well-established competitors

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Environmental Problems and
Opportunities

 Social Factor.

 Culture Factor.

 Economic Factor.

 Technological Factor
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 OBJECTIVES

1. Making healthy environment.

2. Providing best services with latest tools and
techniques.
3. Providing services to companies in form of
memberships.
4. Getting at least 500 memberships before
actual opening of club.
5. To become market leader in coming 5 years.

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 Market Research.

 Sales and Market Shares.

 Customer Loyalty.

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Product life cycle
(Industry)

Sales and
Profits ($)

Sales

Profits

Time
Product Introduction Growth Maturity Decline
Develop­
ment

Losses/
Investments ($)

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Our Business

Sales and
Profits ($)

Sales

Profits

Time
Product Introduction Growth Maturity Decline
Develop­
ment

Losses/
Investments ($)

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Porter’s five forces
model

Potential Entrants
Threat of entrants

Competitiv
Supplier e Buyer Power
Power Rivalry Bargaining
Bargaining power
power

Substitutes
Threat of substitute

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Factors

 Bargaining power of suppliers high

 Bargaining power of customer Low

 Threats of new entrants Medium

 Threats of substitute low

 Rivalry Very Low

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SEGMENTATION STRATEGY

 Marketing segmentation is done on the basis

of Geographical region, Demographic factors,
and Psychographic and Behavioral factors.
Than from these segments target market is
identified.

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Geographical Region

 World region:
 Asia
 Country:
 Pakistan
 City:
 Lahore
 Areas:
 Defense
 Gulberg
 Model Town

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Demographic Factors

 Age:
 8 to onwards

 Gender:
 Male/Female

 Family life-cycle:
 Young / Teenagers etc

 Occupation:
 Student

 Doctors

 Engineers

 Computer Eng

 Business Man

 Accountants

 etc

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Psychographic

 Social Class:
 Upper Lower
 Upper Middle

 Life Style:
 Achievers

 Personality:
 Expressive
 Stylish
 Authoritarian

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 Behavioral factors

 Occasion:
Regular Occasion

 BENEFITS:
Quality
Uniqueness
Technology

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Market Positioning

Positioning for competitive advantage:

 Identifying possible competitive advantages.

 Choosing the right competitive advantage.
 Selecting an overall positing strategy.

“MORE for LESS”

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POSITIONING STATEMENT Of COMFORT
STREEK
To people, enthusiasts and conscious about
there health, With only COMFORT STREEK
you can stay alert and stress less for the rest
of your life.

” A WORLD LIKE NO OTHERS”

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BCG MATRIX

Analyzing Current SBU’s: Boston Consulting Group Approach

Relative Market Share

High Low
Stars Question
QuestionMarks
Marks ?
Market Growth Rate
High

• High growth & share ••High

Highgrowth,
growth,low
lowshare
share
• Profit potential ••Build
Build into Stars/ phaseout
into Stars/ phase out
• May need heavy ••Require
Requirecash
cashtotohold
hold
investment to grow market
marketshare
share
Cash
CashCows
Cows Dogs
Dogs
••Low ••Low
Lowgrowth
growth&&share
Lowgrowth,
growth,high
highshare
share share
Low

••Established, successful ••Low profit potential

Low profit potential
Established, successful
SBU’s
SBU’s
•Produce
•Producecash
cash

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Case of Cisco
PERCEPTUAL MAP

Perceptual Map
Good Quality
1.0

0.8
Sukh - Chan
Comfort
0.6 Streak

0.4
Case of Cisco Shapes.
Low Price 0.2
High Price

-1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6
-0.2

-0.4

-0.6

-0.8
Poor Quality

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MARKETING MIX

1. PRODUCTS and SERVICES.

3. PRICE.

5. PLACE.

7. PROMOTION.

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PRODUCTS AND SERVICES

1. WORKOUT BODYBUILDING GYM.

2. WELLNESS CLUB.
3. SWIM SCHOOL.
4. MASSAGE SPIRIT.
5. PSYCSIATRY SOLUTIONS:

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PRICE
 Pricing decision
Cost based pricing
 Strategy
Penetration

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PLACE

Channel level with respect to Health club:

In case of this health club, it uses direct marketing

channels without taking help of intermediaries in the
distribution of its products and services.

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Promotion mix strategies

 Pull strategy

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Promotion tools

2) Advertising

4) Public relations

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PROMOTION

Strong Advertising Campaign.

 Billboards
 Print media
 Electronic media

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MEDIA CAMPAIGN BUDGET

Initial Cost
Initial Budget 84,10,000

TV CHANNELS 6,027,670
BILLBOARDS 520,000
NEWS PAPERS 1,861,325

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Advertisement Tools

•Television
We are using three TV channels for COMFORT STREEK ads. our
TV ads is for 10 days in initial stages and it can be rescheduled with
the passage of time depending upon the response.

TV Channels Cost
Hum TV 18,50,000
AJJ TV 4,01,450
Geo TV 37,76,220

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Advertisement Tools

BILLBOARDS:
We are using 2 types of billboards in Lahore. A and B class.
We are using 1 A class billboard and 2 B class billboard. It
covers the areas of Defense, Gullberg and Model town.

Billboards
City Location Area Total
Lahore A Class Defence 400000
Lahore B Class Model 60000
Town
Lahore B Class Gullberge 60000
Total 520000

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(60 X 20) 39
Advertisement Tools

NEWS PAPERS:

We are using 2 news papers, DAILY JUNG and DAWN.

Initially we are giving our ads on Sundays. They can be
further rescheduled according to the need of time.

Publication Day Cost%

Dawn Sunday 669,060
Daily Jung Sunday 1,192,265

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Action Plan:

Starts from End at Channel of

advertising
June1 June10 TV-Hum

June10 June20 TV-AJJ

June1 June10 TV-Geo

May1 June1 Bill Boards

On Sundays 2 week before News Papers

actual opening

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THANK YOU

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