SERVICE AND DIRECT MARKETING

FINAL REPORT

SUBMITTED TO:
MAJOR GHULAM ABBAS

REPORT SUBMITTED BY:

YASIR ALI SOOMRO
RAHEEL SHAIKH
MUSTAFA FAROOQ
ABDUL GHANI
SAUD SABOOR

IQRA UNIVERSITY (IU)

2
 S. Page

No
Topic No

1 Executive Summary 3

2 About Parent Company 4

3 Introduction 5

4 Market Description 6

5 Product/ Service Review 7

6 Mezban Reality Interment Service 8

7 Market Description 9

8 Competitive Review 10-11

9 S.W.O.T Analysis 12

10 Marketing Strategy (Product Strategy) 13-16

11 Pricing Strategy 17

12 Market Communication Strategy 18

13 Print AD 19

14 Website 20

15 Positioning Strategy 21

16 Blue Print of Service 22

17 Marketing Overview 23-

18 Financial Overview 24-25

18-A Appendix 26-43

Pro-Forma Financial Tables

3
 Executive Summary

This document measures the feasibility and viability of a business of relatively

novel nature in Pakistan that is burial service. This is a service, which is found quite
common in western culture. But there is a high probability that this introduction
would be easily accepted in the country like Pakistan. The major purpose of this
service is to provide the people with support at the most difficult time of their lives.
By availing the service the people would be relieved of cumbersome procedures at the
death of their loved one and could concentrate on praying for the corpse. Bathing,
Transport, Announcement in Mosques, Catering and burial arrangements will be the
services, which we are going to offer. People can avail the entire package or
individual services.

We will train our staff to provide services of premier quality to customers.

There will be a partnership based structure and each partner will be actively involved
in the firm. Equipments and fixtures used in the project would be of high quality to
create a prestigious image.

Pricing will be relatively high while advertisement will be on high end media.
Service quality will be managed to create a competitive advantage and a sign of
status. However there will be certain risks as the service is new and there are question
marks on acceptability of the idea.

Financially the project worth execution and the operations are relatively
simple. Quality however is the key success factor in this project.

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 ABOUT THE PARENT COMPANY:

MEZBAN
(All Kind of Catering & Decoration Services and Products)

Mezban is a well organized firm which is offering high-class quality of food

and catering and they provide services to organizations. Mezban is the first of its kind
with a unique and distinctive style of catering and party decorations. Whenever and
wherever you are going to give a party on any occasion wise Wedding, Valima,
Mehndi, Aqeeqa, Birthday, Seminars and any kind of family get together, you may
trust on Mezban.

Mezban takes care of all the activities involve in arrangement as they say:
“We do not share our burden but in fact we take your entire burden on our shoulders
and keep you free from all headaches and you enjoy your free time or use it for
other important businesses”.

For quality conscious people, they offer a wide variety of best quality and selective
continental and international foods.

DECORATION SETUP FOR OUTDOOR SERVICES

VIP Buffet P/H 160.00
VIP Banquet 200.00
Mezban Plus * 260.00
Extra Decoration Light 35.00
Extra Tent & Qanat Services 65.00
Mobile Tandoor 3500
Stage with Fresh Flower 12000
Some Added benefits to ensure that you have a nice time are :
►Food and Catering standards as high as that of a five star hotel
►Stand-by generators with power interruptions.
►Special Pindal & Khayma services with arrangements.

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INTRODUCTION:
Planning the funeral of a loved one can be one of the most difficult things you
encounter in this lifetime. The level of emotion and grief in conjunction with the
enormous details upon which to be decided can result in even greater turmoil. But,
unfortunately, no matter how we’re feeling, there are certain arrangements that we
must make including funeral burial services. In this case, it is essential to work with a
reputable funeral home that will compassionately walk you through the process of
making final arrangements.

Funeral burial services include everything from the coming together in

memoriam and prayer to the burying of the deceased. Planning a funeral service
completely depends on the particular cultural and religious preferences of the
deceased and their family.
Burial customs vary enormously depending on culture. While some are buried in
family cemetery plots, others are entombed in mausoleums.

There are those instances where the arrangements of funeral burial services are
handled by the deceased prior to their death. Having very definite ideas on what they
want, they leave detailed instructions on how they wish to be honored. In this case, it
is incumbent on the family to simply put into motion the decisions already made by
their loved one. In other cases, it is necessary for the family to arrange funeral burial
services on their own. While overwhelming, it does not need to be confusing.
Ultimately, the most important thing is to reflect the unique personality of the
deceased. And in so doing, you will honor their life and their memory.

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MARKET DESCRIPTION:
STRATEGIC GAP:
Opportunities in Burial Service in Pakistan:

Funeral Services are common throughout the world. In such services, a commercial

organization is paid to provide various services at the occasion of the demise of a

person, including grave arrangement, funeral ceremony etc. Services of such sort can

be encouraged in Pakistan if arranged in the Muslim context. Especially the affluent

class of the society might welcome it as it can become a way of relief from the

various activities they are forced to perform at the difficult time when their loved one

has just left them.

The big cities in Pakistan such as Karachi, Lahore and Islamabad have a great

potential to accept those services. In Muslim Context these services can be

appropriately named as Burial services or Interment services.. There are sufficient

arrangements of ceremonies at the demise of people in various communities of

Pakistan where food is served and relatives gather to mourn at the place of the

deceased person to pay sympathy to loved ones of the person. The urban high-income

class of big cities can accept these services for convenience in the tasks they are

bound to perform. Also the western influence in those classes is high; they are more

likely to use such services.

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PRODOCT/SERVICE REVIEW:

What are burial services/Interment Services?

Burial service is an innovative idea that is new to the context of Pakistan. These

services include provision of all related services that are normally performed at the

time of death of a person generally by the loved ones of the person. These mostly

include:

• Announcement of the death at various masjids

• Bathing of the corpse

• Offering of Namz-e-Janaza

• Transference of corpse to the Graveyard

• Graveyard services

• Serving guests with food (in many communities)

These are mostly arranged by the close relatives of the deceased person. The concept

of burial service is that it is a commercial service designed to provide all the above

mentioned services in an organized way by well trained staff of a specialized

institution.

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 MEZBAN’S REALITY INTERMENT SERVICES

Objective:

To provide major types of burial services, all under one roof, to promote convenience in

the process of interment in a premier setting. Services may be confirmed by the person

himself before his death or attained by his relatives.

Mission Statement:

We are here to help all families at the most difficult time in their life, create a dignified

and meaningful remembrance for the one they deeply loved.

DESCRIPTION OF THE VENTURE:

Parent Brand: Mezban

Project Brand Name: Mezban’s Reality Interment Services

Startup Requirements:

Fixed Assets Rs. 39468000

Inventory Rs. 66970
Cash for contingency Rs.4065030
Advertising budget RS. 21400000
Total Rs. 65000000

The Location of the Office:

Office will be located to prestigious residential areas, but initial we will be having our
office at Motas centre building, Defence Phase 4;so that it is visible to people.

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MARKET DESCRIPTION:

The Target Market and its size:

We will follow Concentrated Target Strategy because we are only targeting one

specific category i.e. high income Muslims of Karachi with adaptable personalities.

The population of Karachi is about 20 million according to City District Government

Karachi’s Estimates with the growth rate of about 5%.

The market size can be determined through death rate prevailing in the country which

is about 7.85/1000 [Link]: CIA World factbook

If we multiply the death rate i.e. 7.85 person per thousand with the population of

karachi, we reach at the annual deaths in Karachi. Approximately 15% of the

population of Karachi comprise of the premium segment which we are going to

target.

Total estimated population of Karachi for 2009 (5% growth rate)= 21 million

Total number of deaths in Karachi for 2009 = 21,000,000*(7.85/1000)= 164,850

15% population have the potential to acquire the services = 24.727 persons

Population V/s Death Tolls (Karachi)

Total
population
21000000

Number of
deceased
164850

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 Potential Customers of Reality Service

Deaths in
Karachi,
164850

Potential
customers,
24727.5

Therefore, the size of market will be 24,727 persons per year.

It is important to note that the people might apply the service in advance of their death

or their relatives might take them at the time of their demise.1

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COMPETITIVE REVIEW:

Competition Analysis

Mezban’s Interment Services has No Direct Competitors. It is a new idea that is

similar to the funeral services in other countries.

However certain not-for-profit organizations, which provide services of bathing and

other arrangements, can be called the indirect competitors. Indirect competitors can

be Alamgir Welfare Trust, Edhi and madni trust and other trusts. (because they are

close substitutes for the product.)

They can not be called direct competitors as these organizations are not commercial

organization and don’t offer all related services under one roof.

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STRENGTHS , WEAKNESS, OPPORTUNITIES AND THREATS ANALYSIS:

SWOT Analysis:

 Strengths:

1. Unique in nature / innovative service.

2. Premium-quality tangibles

3. Trained staff.

 Weakness:

Lack of Brand awareness and image.

• Opportunities:

1. Capture new market that is untapped

2. The people are influenced by western lifestyle

3. The companies developed parent brand

4. No direct and formal competition.

• Threats:

Unacceptability or opposition from religious groups.

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MARKETING STRATEGY

THE PRODUCT STRATEGY

THE FEATURES OF THE PRODUCT:

 Burial Arrangements (Graveyard Services)

Burial arrangements include grave booking and other associated tasks. The graveyard

(Qabrustan) and the grave location are in accordance with the deceased person’s advice

or of his descendants. It is also subject to the availability. That is why more than one

preference is acquired. The service is always prior to corpse arrival in the graveyard and

delays are avoided. Body packing service is also provided in case of delayed burials, on

request.

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 Bathing (Ghusl)

Experts are appointed for the purpose of the last prescribed bath (Ghusl) to the

dead body, according to the practice (Sunnah) of the Holy Prophet (SAW). These people

are well trained in this respect. We also provide for coffin cloth and the stature on the day

and set dead bodies on them.

 Announcements:

Announcements are made from the specified mosques as per the demands of the

customers in those areas where people of that particular community mostly live. Our

website also contains announcements and notices about the date and time of demise of its

customers and also where the Janaza prayers are to be offered.

 Catering:
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 In many communities, there is a tradition of serving food in funeral ceremonies.

Arrangement of tables and chairs are also arranged for the visitors. We substitute these

works of the relatives in the moments of grief. We provide for these services as per

requirement of the customers. However, this operation is out sourced to a professional

catering company.

 Transport:

Provision of air-conditioned buses is made for the people in the way to graveyard.

They provide a comfortable environment to pray for their loved one who is no more with

them in the mortal world.

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The Service Quality Dimensions

 Reliability: Services will be provided when promised and within the budget

mention.

 Responsiveness: Accessible, no waiting and easy to approach and contact.

 Assurance: Credentials, reputation and name within the community,

knowledge and skills.

 Empathy: Understand client’s needs and adapt to their needs.

 Tangibles: Office area, waiting room, burial equipment and employees

dresses.

Strategy:-
Our strategy is to essentially focus on providing better service and quality. Customer
satisfaction is our main priority and we will keep regular check over it. By doing this
we are going to provide our customers with the above mention service quality
dimensions

Sustainable Competitive advantage:-

Differentiation:
We are the first one to provide this funeral or interment service of high quality and in
better way. As people income level is rising and spending pattern is changing, which
so we will keep the price higher than the normal because we would be the first entrant
and through this we could skim the profits from potential customers.
We don’t have any direct competitor in the market. So we will capitalize on the fact
and attract handsome number of customers. Service on the other hand will be self
explanatory.

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PRICING STRATEGY
Skimming Pricing: We have followed price skimming strategy i.e. set high prices on

launching the product, to grab the revenue for having a initial monopoly. This is also to

communicate the prestige of our product

PRICE CARD
Grave booking Rs 500+individual graveyard charges
Fuel Rs 2000
Catering charges per 100 person Rs 15,000

Announcement: Free

Provision of coffin, bath stuff and stature Rs. 800

AFTER 3 YEARS:

Our strategy of pricing will be changed to “PRICE FRAMING”.

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MARKETING COMMUNICATION STRATEGY:

POSITIONING STRATEGY: Clients/ customers choose product or service

that gives them the greatest value. Thus our initial positioning strategy would be more

benefits for more money (i-e more for more).

PRICE

MORE THE SAME LESS

MORE

BENEFITS
THE SAME

LESS

As the competitors will enter the market, we will change our strategy and shift it to more

for same by taking the advantage of first mover. Similarly with increasing competition

will behave accordingly.

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 The Promotion Strategy:

 Promotional Objective

1. Create Awareness: Give awareness what sort of a product it is.

2. Knowledge: Communicate main product attributes and features.

3. Liking: Present product an attractive one to attract people’s likings.

 Advertising Strategy

1. Message strategy: Message will create a feeling that our services will help to
reduce your grief.
2. Message Execution: Emotional and heart touching, since it’s an unsought
product. Through a touching message we will try to convince that at the start
of the journey towards eternal world, one should take steps in advance to
minimize the worries of his loved ones at his demise. They should concentrate
on only one thing at this occasion i.e. to pray for him

MEDIA CHANNEL: Two types of media will be mainly used:

1. Newspapers: Newspaper ads will inform about the service and give
contact numbers and addresses for FAQ’s.

2. Website: Website will contain in detail the objectives, product features,

notices of demise, announcements, FAQ’s and contact addresses.

The Specimen of Print advertisement and the website is on next page:

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 THE PRINT ADVERTISEMENT
Interment Services

May Your Soul Rest In Peace Forever

AT THE START OF
A GREAT JOURNEY

GIVE US THE CHANCE

Interment
TO SERVE YOUR Services
BODY AND SOUL
May Your Soul Rest In Peace Forever
LET YOUR LOVED ONES
AT THE START OF
A GREAT JOURNEY PRAY FOR YOU
AND WE DO THE REST
GIVE US THE CHANCE
TO SERVE YOUR
BODY AND SOUL

BURIAL ARRANGEMENTS-BATHING-ANNOUNCEMENT-CATERING-TRANSPORT
LET YOUR LOVED ONES
UAN-111-222-333, Email: info@[Link]
PRAY FOR YOU
Web: [Link]
Office: Motas Centre building, Clifton, Karachi
AND WE DO THE REST

BURIAL ARRANGEMENTS-BATHING-ANNOUNCEMENT-CATERING-TRANSPORT

UAN-111-222-333, Email: info@[Link]

Web: [Link]
Office: Motas Centre building, Defence Phase 4,
Karachi

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The Website

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23
 MARKETING ACTION PLAN OVERVIEW
Product/Service: Funeral/ Interment service
Target Market Segment: Upper middle and lower upper class
Strategy: Differentiation
Tactic: Advertising
Tv commercials, Bill Boards, News papers,
Activity:
Website Advertisement (pop ups)
Start Date: April 2009
Completion Date: April 2013
Time Required: 1 year
Budget Allocation: 21.4 million
Pricing strategy Price Skimming
Positioning strategy MORE FOR MORE

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THE FINANCIAL OVERVIEW:

Forecasted Revenue (Graph)

R evenues
P KR 77,658,814.84
P KR 71,537,170.51
PK R 57,203,194.12

PK R 38,422,718.31
Y

PK R 26,326,987.50
ear

2009 2010 2011 2012 2013

S ales

The expected sales for the year 2009 are PKR.26326987.50, which is expected to

grow by 18.5% in the year 2010 because of the promotions and awareness. After the

second year we do expect some competition and therefore the market would be tapped. In

this situation we will utilize our first mover’s advantage.

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The Expected Profitability (Graph)

P ro fit
P K R 1 8 ,46 6,3 69 .53
P K R 1 6,7 06 ,13 6 .2 9

P K R 13 ,01 4 ,9 42 .7 9

P K R 7 ,4 73,4 03 .26
Profit

P K R 3,3 88 ,521 .2 6

2009 2010 2011 2012 2013

Y ear

As the sales would increase therefore we expect the profit to grow from PKR.

3388521.26to PKR.7473403.26 which is again approximately 58.33%.

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APENDIX

Financial Statements

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