Shiny flooring 1

INTRODUCTION

Flooring can make a dramatic difference in the appearance of your home. It will also
contribute to the resale value, and it enhances the ambiance of a home. There are a great
many choices to consider when deciding on the flooring for your home. Let’s take a look
at ten of the most popular flooring styles from which to choose for your home.

1. Hardwood Flooring

Solid hardwood floors are one of the staples within the flooring industry. Because of the
natural beauty and durability of solid hardwood floors, they have been around for
centuries. Solid wood floors are a timeless investment that can produce a lifetime of
beauty and add value to the home. Wood floors come in Maple, Pecan, Beech, Cherry,
Oak, Pine, Birch, Walnut, Hickory and more.

2. Bamboo Flooring

Bamboo flooring is one of the newcomers in the flooring industry. Bamboo is more
environmentally friendly than hardwood floors, and it is actually not wood – it is a grass.
Bamboo is very durable, elegant and versatile. The natural variations of color that is
unique to bamboo come from carbonization and are usually a honey brown color or light
tan.

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3. Laminate Flooring

Laminate floors are the fastest growing choice in flooring in America today. The laminate
flooring received its fame from Europe and now it is increasingly popular here in the
United States. Laminate floors are cheaper than hardwood and they are easy to maintain.
The laminate flooring is virtually resistant to burns, scratches, chipping and is great for
high traffic areas.

4. Linoleum Flooring

Linoleum and vinyl are commonly confused; however, genuine linoleum is a classic and
was invented about 150 years ago. Linoleum is made only from raw, natural materials
and it is preferred environmentally because of the material. Linseed oil is the main
ingredient. Mineral pigments are responsible for the beautiful rich colors of the linoleum.
The linoleum flooring comes rolled and ready to install and is available in varying
thickness.

5. Ceramic Tiles

The most waterproof type of flooring is ceramic tiles, they can be used as floor tiles or
counter tops, indoors or outdoors. The high gloss finish is usually the most popular for
counter tops, although they do tend to scratch.

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For outdoor flooring, the unglazed finish is preferred because of the possibility of
standing water. This type of finish on ceramic tiles is also commonly used in showers.
Finishes available are: matte, embossed, glazed and textured ones for anti-slip.

6. Marble Floors

Any room in your house will have a clean, rich feel with gorgeous marble flooring. The
tiles come in different sizes, usually around 12×12″ and are easy to install yourself.
Marble products are processed everywhere in the world from metamorphic rock blocks
that contain mostly calcium carbonate that are quarried. Marble tiles make an elegant
foyer and come in many colors.

7. Carpet & Rugs

Carpet has been used for years and the only downfall is the bulky installation problems.
In efforts to rectify the difficulties of installation, carpet tiles are now offered. Carpet tiles
are squares, like ceramic tiles, which have been proven to be superior in choices in every
way. This new carpet can be easily installed by most homeowners. Another benefit is that
if there is a spill on the carpet, just one tile needs to be replaced.

8. Vinyl Sheet

Vinyl floors used to be called linoleum floors and it is available in a variety of colors and
styles. Vinyl flooring is excellent in bathrooms and kitchens. This type of flooring has an
ease of installation and is quite affordable. As an alternative to flooring with ceramic
tiles, vinyl floors give the same look as tiles, except they cost less than ceramic tile. The
most common of the vinyl flooring used today are sheet vinyl.

9. Rubber Flooring

Most people think about the floor of a school when they hear rubber flooring. There are
several other places that this type of flooring would be excellent, like recreation rooms,
home exercise rooms, playrooms and children’s bedrooms. There is very little
maintenance required, just a routine wash and occasional sweeping is all it takes. Rubber

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floors come in many colors as well as cut and inlaid designs, too. They retain their sheen
and color for years.

10. Cork Flooring

Many people think that cork is new, it actuality it has been used for over a thousand
years. It is a natural harvested product that comes from trees in Portugal and Spain. Cork
is retrieved only from mature trees and can only be harvested every 9 years, so it is also
very economical. Cork can be colored in any shade because it accepts easily absorbs
stains. Its natural patterns and designs enhance any décor. It is available in various style,
sizes and colors.

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COMPANY PROFILE

The business has been financed by owner investment and a long-term bank loan. Shiny
flooring offers the Pakistani community an environmentally safe vinyl floor making and
refinishing services.

Wherever good traction and long wear ability are important, the "POLY
CHALLENGER" is the ideal flooring. Manufactured with "Premier's Multi Layer
Technology". The vinyl wear abrasion layer at the top retains color and wear far longer
than any rubber and single ply sheet flooring.

The main attractions of vinyl remain the same. Vinyl or resilient flooring is an
inexpensive floor covering. It’s cushioned core makes it more comfortable for your feet
and legs, and that same cushioning provides an insulating value that keeps your floor
surface warmer to the touch

The competing products on the market are:

• Polyethylene: - is the most widely used plastic, with an annual production of

approximately 80 million metric tons. Its primary use is within packaging
(notably the plastic shopping bag).
• Polypropylene:- is a thermoplastic polymer, made by the chemical industry and
used in a wide variety of applications, including packaging, textiles (e.g. ropes,
thermal underwear and carpets), stationery, plastic parts and reusable containers
of various types, laboratory equipment, loudspeakers, automotive components,
and polymer banknotes.

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PRINCIPLES

WE STRENGTHEN OUR CUSTOMERS

To keep them competitive

WE ENHANCE COMPANY VALUE

To open up new opportunities

WE PUSH INNOVATION

To shape the future

WE EMPOWER OUR PEOPLE

To achieve world-class performance

WE EMBRACE CORPORATE RESPONSIBILITY

To advance society

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EXECUTIVE SUMMARY

Shiny flooring is a start-up company that offers Poly vinyl chloride flooring to Karachi
and other major cities of Pakistan.

Keys to Success

Shiny flooring has identified several keys of success that will be instrumental in its
progression to profitability within the first year.

1. Attention to detail: Every floor worked on must be done to precise, caring

standards.
2. 100% customer satisfaction: Every customer must be happy with the work.
3. Business efficiency: All processes and activities in the business must be analyzed
and determined if the most efficient process is being used.

Competitive Edge

Our main competitive strength is that instead of opening 1 or 2 shops we are going for
commission based agencies and will offer our product to existing flooring material sellers
with a certain amount of percentage of sales and in this way we will reach every
consumer throughout Pakistan.

Mission Statement

Shiny flooring’s mission is to offer the highest-quality poly vinyl chloride flooring,
refinishing and fixing services in all over Pakistan. Through fair pricing, careful
craftsmen-like work and 100% customer satisfaction Shiny flooring will quickly gain a
base of loyal customers.

Core Values

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• Attention to detail, every floor must be refinished to perfection.

• Customers must be 100% satisfied with our product quality and installation
services.
• Although flooring business is a simple and labor intensive business but we will
also give detailed attention to marketing, supply chain and finance sides of
business through our highly educated multi skilled directors.

(Objectives) Vision Statement

• To become the premier, environmentally sound and top of the mind flooring
Business Company.
• Become profitable within the first year of business.
• To penetrate fast into the market and cover all segments of society through our
services and competitive prices.

Shiny flooring is newly formed Karachi-based Nation wide company that offers its
customers environmentally-sound and highly innovative flooring options at very
reasonable prices.

Start-up Summary

Shiny flooring will require the following start-up equipment:

• Used van.
• Putty knives and scrapers.
• Various hand tools.
• Computer with Microsoft Office, QuickBooks Pro, a printer, and an Internet
connection
• Glue drums.
• Rubber hammers.

Shiny Flooring Brand Essence

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• elegance

Core Identity

Quality and variety with creativity

• Promised to provide quality flooring by hiring top professionals in their respective

fields.

Value for money

• Guarantees the value for the money that customers spend for installing the shiny
flooring products.

Extended Identity

Ability to challenge

• Shiny Flooring is an emerging organization in the floor fixing and refinishing

business.

Personality

• loving

• Ability to prove himself

• bright and loyal

• Believes in equal opportunities

Shiny Flooring Symbols

• SF Logo

Logo sends the initial message of professional, trustworthy and stable.

“Your floor needs an elegant and sophisticated look”.

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Value Proposition

Functional benefit

• Quality

• Elegance

• Cost Effectiveness

Emotional benefits

• Environment friendly.

Self-expressive benefits

• Advanced and creative living and corporate ambiences.

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Brand Identity

BRAND AS A PRODUCT

Shiny Flooring as a product can be perceived as under;

The users of Shiny Flooring as a product are somewhat unrefined, different semblances
belonging to different casts and ethnicity, different races and religion, different
academics and languages. They belong to middle. Middle top class people with more
than an average level of income. The customers are laterally diversified.

Brand as a Person

A person who belongs to an Asian, precisely a Pakistani middle class person with an
integrated sense of purpose instilled with a passion to reach the summit by complying
with opportunities & having an “open for all” frame of eloquence. A person who believes
in equal opportunities for all and has a vision of betterment through experienced learned
knowledge and commitment and at the same time maintaining the overall outfit of being
a non atrocious entity to the society & having a more constituted aim towards
maintaining credibility & trust among others.

Brand as Symbol

Logo of Shiny Flooring describes the initial message of environmental friendliness,

trustworthy and stability.

Color description

Green color in the logo is showing the semblance with the Greenery. The basic idea is to
relate it with the environmental safety.

Orange color is the sign of power. It also stimulates enthusiasm and creativity, people
who like orange are usually thought full and loyal. It also shows energy, warmth and the
sun so also relates the Shiny Flooring to environmental safety and creativity.

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White color is the sign of tranquility and harmony. Shiny Flooring portrays a message of
peace, love, and harmony.
The shape of SF is depicting the creativity and thus and thus supports the core identity of
creativity and variety.

BRAND AS AN ORGANIZATION
Key focuses: Attention to detail, 100% customer Satisfaction, business efficiency,
innovation, and trustworthiness
Shiny Flooring as an organization has these following features in context with the above
key points;
• Shiny Floor can be viewed as an autonomous, private organization which has its
own rules and regulations for its matters

• Shiny Flooring target market is middle-class people but at the same time not
harming the organizations credibility & esteem.

• Shiny Flooring remains a preferable choice for many of the People in the middle,
middle top, and middle low class people due to its standards with reduced costs.

• Core competency is providing high quality products, with minimal costs.

• Shiny Flooring is competing with many other organizations in this regard, but still
remains a preferred choice due to its key features.

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Brand Association

Environ
mental
friendli
ness

Shiny
Creativit
y
Floorin Qualit
g y

Cost
Effectiv
e

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MEDIA PLAN (Marketing Campaign)

REASON TO SELECT DIFFERENT MEDIUM FOR MESSAGE

COMMUNICATION

Electronic Media

In the electronic media we have chosen P.T.V., GEO, Express, AAJ, ARY Digital. We
need to advertise in the said period via electronic media. Because through this media a
customer can see a moving, sound, emotion and feature of the product. There is other
reason as well, like if you want to deliver the message that you want to communicate to
the target audience effectively, you need to choose the medium, which will serve your
purpose.

Print Media

In the print media we will be advertising in Jung, Dawn, The News, Khabrain, and ad in
weekly magazines also, those magazines include Akhbar-e-Jahan, Mag, and Family
Magazines

Outdoor and Radio Ads:

We will also advertise on the radio Channel FM 100 and sponsor the major programmes.
As FM 100 has a high fan club, who listen to this radio channel regularly.

In the Outdoor media we will place our billboards not only scotch print but different
types like back-lets and neon sign at different important places. We will also print posters
and other leaflets during our promotional campaign and we will spend rest of our budget
on this.

IMPACT OF THE MEDIUM:

We are using different medium and channels for our advertising purpose, because every
medium communicates in different way to the same target audience. We will highlight
the innovation and product features in those ads and try to convince our target audience o
buy the company's products.

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Market Analysis Summary

Shiny flooring has identified two market segments that it will target: remodelers and new
customers. Remodelers are redecorating one or more rooms within a house, and new
customers are those who will buy our product for the first time. These two segments are
targeted due to their willingness to do a complete, refinishing job to their floor and to
their environmental commitment.

Shiny flooring operates within the poly vinyl flooring service business. There are a few
competitors in this mass market that are described in detail in the Service Business
Analysis, and Competition and Buying Patterns sections.

Ideal Customer

Market Needs

Let's face it, the poly vinyl floor and its remodeling business has its share of less-than-
ethical participants.

While we focus on high-style design and craftsmanship, we know that the process of
completing a project, cleaning up every day and paying attention to the homeowners'
input is what the market needs.

Market Trends

People want function from every room in the house. It needs to be stunning and it needs
to perform. Electronics, computers, audio/video are standard in today's home. Design is
core strength.

Increasingly, our ideal customer is attracted to upscale condos in converted buildings in

their neighborhood. We are aware of the need to communicate our skills in working in
older buildings and creative space planning.

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Market Description

Our ideal customers are those who want their house to look good in the most affordable
manner. They value the poly vinyl flooring and remodeling process and creating space
for entertaining and office gatherings. Our product is for everyone. We are targeting
people from the lower-middle class up to the upper classes.

Demographics

Our best customers are homeowners. Often they are couples with high school age
children or recent empty-nesters. They tend to be self-employed or in professional
services businesses with flexible working hours. They are often college educated but not
necessarily advanced degrees.

Psychographics

Our ideal customers are belongers, emulators and professional office owners - they
entertain, love to have family around and business owners love to have attractive offices.
A big draw for vinyl flooring and remodeling is to create space to entertain and host large
family gatherings.

Behaviors

Our ideal customers are those who want to remain in fashion by changing their house’s
color, flooring and those who want to decorate their house in reasonable prices. We are
offering a product which is affordable and the customer can change it whenever he wants
due its reasonable prices.

Geographic

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As we have discussed in our competitive edge that we will make commission based
agencies and will offer our product to existing flooring material sellers with a certain
amount of percentage of sales. We are going to distribute our product in every possible
and reachable area of Pakistan. Apart from the big cities like Karachi, Lahore and
Islamabad, we are also targeting the suburban and urban areas of Pakistan.

Competition and Buying Patterns

We are offering different types of poly vinyl flooring in every desired design of the
customer. The types are as follows:

• Anti Acid
• Anti Static
• Fire Resistant
• Anti Skit
• Friction Resistant

Remarkable Difference

We are going to import our product from a Chinese company Zhangjiagang K&C Plastic
Co. Ltd and Taizhou Hauli Plastic Co. Ltd. They have a group of very
experienced designed consultants and architect staff.

Differentiators

• Competitive management
• Strong network through Pakistan

Competition

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Direct Competition

Group building material

Multi décor
Shaheen plastic
Anum building material

Indirect Competition

• Tiles
• Granite
• Marble
• Carpets
• Wooden floors.
• Mosaic

Price Comparison between PVC and Other Flooring Solutions

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We went to Group Building Material and Awami tiles and asked Mr.Faisal Amen, & Mr.
Asif Muhammad about the difference of prices between PVC and other flooring
solutions. He gave us the prices of different flooring solutions on the basis of per square
foot. The most affordable option was poly vinyl chloride. He gave us the following
information.

• Granite Rs.950 per Square foot

• China Verona Rs.100 per Square foot
• Spanish Tile Rs.418 per Square foot
• China Normal Polish Tile Rs.112 per Square foot
• Poly Vinyl Chloride Rs.30 per Square foot

Price Comparison of Labor

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There is a huge difference between the rates of labor and fixing material of poly vinyl
flooring and other flooring solutions. The following prices are on the basis of per square
foot.

• Poly vinyl chloride Rs.05 per square foot

• Others Rs.35 per square foot (atleast).

The labor and fixing material is much lower as compared to other flooring solutions. It is
about 7 times lower than the others.

Market Share

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The information about this market was not available on the internet or any other source.
We went to one of the importers of this product and got some idea from him about the
market share for this product. Following are the details of market share given by Mr. Asif
Muhammad the owner of Group Building Material.

• Group Building Material 25 %

• Multi Décor 45 %
• Shaheen Plastic 15 %
• Anum Building Material 10 %
• Others 05 %

EXTERNAL/INTERNAL ANALYSIS:

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SWOT ANALYSIS

Strengths Weaknesses

· Water proof and scratch resistant flooring. · Total reliability on imports

· Mass market. · Loss of foreign reserves.

· Reachable by lower-middle, middle class,

upper-middle class and upper class.

· Very high range of designs available.

· Can be made in any form of flooring.

· You can always remain in fashion by

replacing your floors after every 2-3 years
due to cheap prices.
Opportunities Threats

· Alternate to all flooring options. · Change in import policies can be dangerous for
our business.
· Bright future in business because of high
innovation and cheaper prices. · Depreciation in rupee value can increase our cost.

. New product and very less competition. · Environmental threats because of vinyl raw
material.

Trading and Service Business Analysis

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Shiny flooring operates within the poly vinyl floor refinishing trading and service
business. This industry is primarily made up of refinishers who can make small repairs. A
smaller segment is installers who also offer refinishing.

The industry has not much competitors. Some competitors have a minimum square
footage requirement, most offer a few designs and qualities of finishing products, but
Shiny flooring offers a vast variety of finishing product. Some companies compete on
price, some on speed, some on service, and some on finished product quality. We are
going to compete on all of these factors and apart from this our main competitive
advantage is our distribution network

Market Segmentation

Two distinct market segments will be targeted for “Shiny flooring” marketing and sales
campaign.

Remodelers

Owners who want to remodel one or more rooms of house/offices. The remodeling is
likely to include floor work, wall coverings/movement, and possibly ceiling work. Each
project is fairly extensive.

New Customers

Those who will buy this product for the first time. These types of customers include those
people who have a limited income and want to have a nice decorated home, innovators
can also be the part of this segment because they go on trying new things and this is a
new product for the market.

Customer Ratio

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We went to Group Building Material and asked to Mr. Asif Muhammad about the
percentage of remodelers and new customers. He gave us the following information
about the percentage of the customers.

• Remodelers 25 %
• New Customers 75 %

Target Market Segment Strategy

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The two market segments were chosen as a way of identifying customers that would use
poly vinyl floor refinishing services. The difference between the target segments is the
extent of the project. New customers may be harder to reach as compared to new
customers.

As the demographic data in the Market Segmentation section indicates, both groups of
customers have environmental tendencies. This is an important characteristic for Shiny
flooring because its water-based floor finishing treatment offers the most value to those
that have environmental concerns.

Advertising Message Strategy

We want to be seen in the top tier of poly vinyl flooring and remodeling contractors
competing for the most prestigious work in the country, based on our reputation and our
process that includes design and attention to detail. We will be considered one of the
most affordable options, but worth it.

Core Message

If you know the worth and value of poly vinyl floor and have remodeled before, then you
know that the process is as important as the project.

Positioning Goal

We aim to be seen as the obvious Poly vinyl flooring and remodeling choice for all types
of homeowners and businessmen who understand that while we cost at a reasonable price
as compared to others.

Key Strategic Indicators

• Leads

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• Design appointments
• Referrals
• Completed design/build projects

Core Branding Elements

The colors used in logo are Orange and Green, which indicates the environment friendly,
building and trust. Logos that is used for shiny flooring is professionally designed,
marketing materials and website. Our brand identity walks a fine line between rich,
sensible, reasonable and valuable.

Logo

Logo sends the initial message of professional, trustworthy and stable.

“Your floor needs an elegant and sophisticated look”

Product/Service Innovation

Free Offerings for Suspects:

• Design Trends newsletter: highlights upscale national trends

• Free design workshops: gives prospects a chance to experience the fun side of
designing
• 'Ask our Management' a monthly column: questions from local homeowners
about our product will be entertained.

Trial Offerings for Prospects:

• Paid design sessions with experts

Core Offerings for Prospects and Clients:

• Design/Remodel
• Design only

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Hourglass Strategy

Using free and paid workshops, we plan to expose prospects to the true ways in which we
are different and offer vast design resources and experience.

Price Rationale

Our pricing is based on industry-provided data for square foot construction. We

constantly monitor imports for our part of the country. Our aim is to be consistently
above industry standard and focus on customer service as opposed to lower-bid work.
Our ability to add design gives us a much more accurate pricing picture for each project.

Marketing Materials

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The marketing materials which support our various marketing programs and tactics are
presented in the following topics.

Marketing Kit

Our marketing kit includes:

• Letter from founder

• Our essential difference
• Flooring/Remodeling process description
• Case studies before/after
• Customer testimonials

Testimonial Plan

Quotes are gathered as part of the post-production walk-through.

Multi Media Materials

Our marketing assistant is in charge of video for each project and the design and project
consultants collect photos during the project. We also set-up a cam vision camera so
homeowner/officeowner can see their project in progress at any time.

Web Plan

Our Web presence is a great competitive advantage for us. The images, videos, audios
and blogs will help us create the changing content our site needs and assure that we do
very well in the search engines locally.

Website Marketing Strategy

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Shiny flooring will submit the website to various search engines. It is important that the
website has been submitted to search engines so that it comes up high on the lists of hits
when a specific customer is seeking out information regarding wood floor refinishing.

We will use our image-rich site as a place for changing content and to display our process
and professional approach as well as tons of useful and changing content.

We will also create an Intranet portal for each customer to view project details and
communication.

Update

Our marketing assistant will update the website and add every project. Our chief designer
will blog weekly and our owner will take questions from readers and blog the answers.

Social Search

We will build profiles in the social search sites such as local.com, insider pages, city
search and topics and promote positive reviews from testimonial customers.

Social Networking

We will initiate several helpful community features.We will host a wooden

flooring/remodeling forum on our site where readers can come and ask
flooring/remodeling questions and receive wooden flooring advice.We will also create a
customer-only section of our website where customer projects will be featured along with
the ability to network with other customers and our design and project staff. News and
announcements will be added via RSS feeds.

MARKETING MIX

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Product

Shiny flooring’s mission is to excel in providing the best flooring solutions and
experience together with affordability and different styles. For this reason, we are which
is brand new and latest importing vinyl from China.

Price

The price of the vinyl sheet will be determined on the basis of the square per feet, amount
of all the labor incurred separately. Our main aim in the first financial year will be to
cover up at least our sunk cost and installment of land that has been taken on lease from
the government. Any further profit will be readily welcomed.
We will charge Rs.30 per sq feet of poly vinyl sheet; the labor and fixing material cost
will be Rs.5 per sq feet.

Promotions

Promoting the product is the most important objective of our marketing plan. As stated
before, we will be targeting masses through different mediums. Therefore, we will have
to use advertising, sales promotion and publicity. The publicity will be covered through
regional newspapers, hoardings, fliers, TV advertisements only on PTV.

Place

Location: Shiny flooring will be located at the prime location of sharah-e- faisal. This is
an ideal location because, its one of the most busy, center of the city. Regional news
papers will be used.

BOSTON CONSULTING GROUP (BCG) MATRIX

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RELATIVE MARKET SHARE POSITION IN THE INDUSTRY

High Medium Low
1.0 0.5 0
INDUSTRY SALES GROWTH RATE (Percentage)

High +20

+10

ELEGANT
FLOORING
Medium 0

-10

Low -20

ANALYSIS OF BCG MATRIX

QUESTION MARKS

Cash needs are high and their cash generation is low. That is why it’s called question
marks and at this stage Shiny flooring must decide whether to strengthen them by
pursuing an intensive strategy (market penetration, market development, or product
development) or to sell them.

SPACE MATRIX

F.S

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+6 (+ 1.4, +0.9)

+5

+4
CONSERVATIVE +3 AGGRESSIVE

+2

+1

C.A -6 -5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5 I.S
+6 -1

-2

-3

-4 COMPETITIVE
-5

DEFENSIVE -6

E.S

Analysis of Space Matrix

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Shiny flooring directional vector is located in the aggressive quadrant (upper right
quadrant) of the space matrix and therefore, organization is in an excellent position to use
its internal strengths to take advantage of external opportunities, overcome internal
weaknesses, and avoid external threats. Therefore, market penetration, market
development, product development, backward integration, forward integration, horizontal
integration, conglomerate diversification, concentric diversification, horizontal
diversification, or a combination strategy all can be feasible.

Lead Conversion Plan

Sales Strategy

We plan to bring our prospects into our office for their initial consultation, interrupting
the standard practice in our industry of running out to a home/office for the first meeting.
This approach will help differentiate us and allow us to properly conduct presentations
that highlight our process and showcase our design expertise. This approach also shows
that we have a very professional staff, office and process - something that also
differentiates us from much of the competition. Prospect path:

1. First call: prospects are qualified by our lead designer

2. Invited to our office (pre-meeting package sent)
3. Design consultant and owner conduct in-office preview
4. In-house meeting
5. Proposal drafted/Design contract
6. Contract offered
7. Deposit and specs

Qualify

All leads go to our head designer to be qualified and then sent to a project consultant.
Leads are directed to more information or referred to other contractors. All leads are
scored and entered into CRM for future follow-up.

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Present

In-office presentation involves our process overview presentation, video testimonials, and
virtual project slideshow and showroom tour. Consultant and owner participate in the
meeting.

Nurture

Marketing kit and design tips and trends newsletter are forwarded to prospect after in
house meeting. Continued editions are sent. Design consultant checks in three times to
move the project forward or to a No.

Transaction

Once customer initiates some form of contract, they receive the contract in an orientation
meeting that includes the New Customer Kit and discussion of the entire process, key
dates, good and bad about the project, payment process and after-completion warranty
programs.

CRM Plan

We are using Infusion soft CRM to track all customer activity, sales opportunities and
marketing follow-up campaigns. Our Lead Designer's assistant and each design
consultant enter leads.

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Marketing Calendar

Daily - hand-written notes, follow-up calls, customer contact

Weekly - review leads

Monthly - new marketing initiative

Monthly

Months Marketing Theme

Jan Core message
Feb Website/blogs/direct mail, PR and referrals
Mar Marketing materials/kit/ Audio/video podcast
Apr Events
May Advertising
Jun Website/blogs/direct mail, PR and referrals
Jul Marketing materials/kit/ Audio/video podcast
Aug Events
Sep Advertising
Oct Website/blogs/direct mail, PR and referrals
Nov Marketing materials/kit/ Audio/video podcast
Dec Events

Strategy and Implementation Summary

Brand and Advertising

 Shiny flooring 36

Shiny floorings will steadily gain market share by leveraging its competitive edge of an
environmental focus and being the most experienced refinisher with the new water-based
finishing product.

Shiny floorings' marketing strategy will develop awareness regarding the non-toxic
vinyle floor refinishing. Several different communication methods will be used.
Recognizing influence of word-of-mouth recommendations in this industry, Shiny
floorings will use customer referral coupons to create economic incentives for referrals.

The sales effort for the wood floor refinishing will focus on Shiny floorings' competitive
edge regarding specialization on environmentally-sound refinishes and offering the
community the most experience with this new technology.

Competitive Edge

Shiny flooring main competitive strength is that instead of opening 1 or 2 shops we are
going for commission based agencies and will offer our product to existing flooring
material sellers with a certain amount of percentage of sales and in this way we will reach
every consumer throughout Pakistan.

Sales Strategy

The sales strategy focuses on emphasizing Shiny floorings' competitive edge of being
environmentally conscious and having the greatest amount of experience in the industry.
Shiny floorings will stand out from its competitors as a company that cares about the
environment and the safety of its clients.

Brand and Advertising