Marketing program positioning strategy

Positioning is an effort to influence consumer perception of a brand, product or service relative to the
perception of competing brands, products or services. Its objective is to occupy a clear, unique, and
advantageous position in the consumer's mind. As we are competing with others service provider
who are offering the same kind of service. Though we have distinct characteristics, still we’ve
focused on customer satisfaction and their comfort.

Service strategy
Actually service strategy is the center and origin point of our service life cycle. It provide us guidance on
clarification and prioritization of our investment. More generally, Service Strategy focuses on helping our
organizations improve and develop over the long term.
1. Service design
2. Service transition
3. Service operation
4. Continual service improvements

Distribution strategy
Our Distributed area

In primary stage, we will try to cover only Dhaka metropolitan area. People live in rural areas are
usually don’t shifting their home. But in urban areas we can see that most of the people are job
holder and they have to shift their home for many reasons such as environment, shift to another
job, home accommodation or facilities, adjustment with families and many more reasons. They
often face many hassles when they are going to shift their households. Many unexpected things
have happened during this shifting process. They don’t want these kinds of sufferings and hope
to avoid the unpleasant situation at all and they usually more focusing on the comfort. As a
result, first of all we have chosen the urban areas especially the metropolitan areas . In Dhaka,
we have chosen Dhanmondi, Uttara, Gulshan, Banani, Rampura, Banasree and other areas in
Dhaka. We choose these areas because our target customers mainly live in these areas. On the
other hand we will give priority to Chittagong in case of our business expansion. And also, our
future plan is to cover Sylhet , Gazipur, Narayangonj, Khulna, Rajshahi, Barisal within 2020.
 2017 2020

Pricing strategy

Whether you are shifting from one locality to another, one area to another or
one city to another city, you can hire us without any hesitation and get your stuff
packed and moved easily. But if you are wondering about the costs and want to
find out how much does it cost to hire us then you have to understand that
moving and shifting is such a complicated task, that it’s nearly impossible to
find rates and charges without knowing about the goods, distance, value of
goods and many other things. If you have any plan to our service and want to
understand about the charges of us in Dhaka then we will help you by
explaining it to you.
 5 things you should know about our charges
Primarily our charges include following
 Cost of packing materials
 Labor charges for packing
 Charges for loading
 Transportation charges
 Unloading
 Compensation policy
 Applicable Tax
But at times, we will simply combine the labor charges for packing, loading and
unloading under one head i.e. labor charges.

Let’s understand it in detail now

Cost of packing materials

We pack everything to ensure it does not get damaged and hence they need
good quality materials. Naturally what packing materials they need and how
much depend on the volume and types of items they need to pack and move.

Labor charges
After we buy raw-materials for packing, somebody has to pack all your goods,
isn’t it? So for that, we have trained and efficient men or workers who can
safely and properly pack all your goods before they are shifted. Therefore, labor
charges for packing is another ground on which we will charge you.

As I said earlier, at times they would have different cost heads for packing,
loading, unloading but at times they simply quote a labor charge.

But let me warn you, if you see no head for loading and unloading charges, then
don’t just assume it’s included. It may be hidden and hence ask your mover to
clearly mention what is included under the heads of labor charges.

Loading and unloading charges

Loading and unloading is integral part of entire shifting because any mistake at
the time of loading or unloading could damage the goods. But usually we have
trained labor who knows how to lift and hold items while loading on to the truck
and at the time of unloading.

Transportation charges or the carrier expense

We have our own carriers that will carry all your goods safely from your home
to the desired destination. But sometime we may have to rent truck from the
market – whatever is the case, there would be a cost of transportation. Usually
it’s both way fare of the carrier (especially when you have full load goods), but
you can always clarify that from us.

Compensation Policy
We are very much fair in compensation policy. If any kind of damage occurs on
your household during shifting then we will pay 2.5% more than the actual price
of your damaged goods because our main focus is on customer satisfaction
rather than making profit.

Applicable Tax
We have to collect service tax @10% and on top of that there may be other
taxes like toll tax which can be paid as on actual because we are also concern
about legal and ethical issues.

So how do we calculate home shifting charges?

Well, since you know about the major charges, now
is the time to get some idea about the overall home
shifting charges and how much it would cost if you
involve us to look after your home shifting needs.

Now, there are different types of companies, some

of them have national presence and have pioneered
the packing and shifting industry in Bangladesh like
“Pack & Shift”, “Movers and Packers” and there are
other mediocre service providers who don’t have
that kind of heavy infrastructure and network.

Being a service, it’s understood, there is hardly any fixed rate card for these
services which one can use as a standard. Different companies will judge the
situation and quote accordingly for these services. There is no regulatory body
as well to monitor the costs and charges and hence we have the liberty to quote
according to the situation and at our will.

Another important aspect to understand the charges for home shifting our
company is to understand that these costs heads again would vary. Packing
charges or cost of packing materials or packing charges will vary depending on
the volume of the goods the movers and packers are expected to pack and move.
Similarly transportation costs will vary depending on the distance and so on.

In general a home shifting could cost anywhere between dhaka 60000 to 8000 and
for long distance relocation, there is no point in giving a random figure. It would
be better to let us know about the at least the major home appliances, furniture,
etc and the distance and then only they can get a ballpark figure of rates and
charges for shifting services.

Our company

Our company

Our company
APayment Details
Customized Packaging Yes
Cash

Cheque
Payment Mode
Bikash

T.T/ DD

Bank Name Account Name

Banker
AB Bank Ltd
Our company
Eastern bank Ltd

I hope all these helped you to know how our company calculate overall home
shifting charges and how it may impact you.

Promotional strategy

As our service is unique and new in market and our target audience is the middle class and upper
middle class people so we are using such kind of communication tools that is swift for our target
audience to reach the target audience the company will use many communications program,
which includes all the possible & feasible marketing communication tools. Different types of
advertisements, consumer promotions, sponsorship programs, Event organizing, database
programs etc will be used in parallel.

Advertisement
INTERNET: As we are focusing on middle class and upper middle class people, we are putting
about 21% of our promotion on social media and internet as long campaign. Our target is to get
maximum exposure in due time that’s why we will be focusing on Facebook, twitter and
YouTube, these are most prominent and well known for the time being. People are very much
attached with Facebook and other social media and internet. It will also include the blogging
sectors too.
PUBLIC RELATION: About 14.13% of our next advertising allocation is going for public
relation. We intend to organize the opening press conference, campaigns as well as other
activities that will make the customers more involved with us.
MAGAZINE: Magazine includes some local bangla magazine like Ros-alo & Unmad.
WORD OF MOUTH: Word of mouth is a strong pusher too. As customer satisfaction is
something we hugely relay on, we have taken a measure to give some discount or cash back offer
as a reward of good faith to our loyal customers. We hope to get positive recommendation from
them to our potential customers.
TVC: Almost 58% of our budget is given to TVC. We are choosing channels like nTV,ATN
bangla, Dipto Tv, Channel I,Somoy tv for advertisement purpose. Some of the popular shows are
aired during 4-6 pm also the highest viewers time, is our window to advertise and late night
11pm-1am for those who are interested in Talk shows. The timing is flexible during holidays.
BILLBOARD: Some billboard, posters and leaflet is also executed. Our billboards are positioned
mostly around Uttara, Gulshan, Dhanmondi, Rampura, Mohhamadpur. We are picking place
where multiple Office and corporate buildings are massed.

For 1 Month of promotion

BUDGET ALLOCATION (BDT)

Internet 26,80,000
Public Relation 18,00,000
Magazine 4,00,000
Word of Mouth 2,05000
TVC 73,50,000
Billboard 3,00,000
Total 1,27,35000

Promotion
2.35% 3.14%

21%

14%
58.00%

1.51%

Internet Public Relation Word of Mouth TVC Billboard Magazine

Consumer promotion:
We are using the Task Method to create our budget and this is the most appropriate way to
illustrate our spending on various aspects. Break down of consumer sales promotion budget is
about 21 lacs each 6 month.

Consumer Sales Promotion Tools Budget(taka) Percentage

Coupon 2 lacs 10%

Price off 2 lacs 10%

Premium 4 lacs 19%

Loyalty program 13 lacs 62%

Total 21 lac 100%

Chart Title

10%
10%
Coupon

19% Price off

61%
Premium
Loyalty program

1. Coupon: We will use 10% of our total consumer promotional budget for coupon. We are
offering coupon for discount and that will give us more brand awareness than other tools.

2. Price Off: We will use 10% of our total budget in price off. We are introducing our premium
membership card that will give discount to our customer for a long period of time. And we are
assuming that this will create more brand awareness among our target customer.

3. Premium: We will use 13.33% of our total consumer promotion budget in premium that will
help us to increase more brand awareness.

4. Loyalty marketing program: We will also use 50% of our total consumer promotion budget
in premium that will help us to increase brand awareness and sales as well.
Personal Selling

As this service is quite new one in the existing market so it’s need brand awareness. Personal selling is
one of the promotional tools that has a strong impact on the promotion of this service. As it’s a
competitive market we have a plan for a 6 months periodic personal selling plan that will be executed by
our service executives. They use their skills and experience to ensure that this company delivers the
highest standards of service to customers. They will also manage a team of customer service
representative.

Direct marketing

Communicating directly with the target market to get a response is known as direct marketing.
We communicate with our target customer via post mail, email and telephone.
We will do direct response advertising as well. After taking our service how do our consumers
feel, they write it down in our response notebook. We have an official Facebook page that allows
us to communicate and know the customer behavior towards this service.

Media Plan
Programs Position Duration Rate per second Spots Cost
nTV

Reality show Between 70 sec 200 8 112000

(4-6pm) program
nTV news and talk (112000*8)
show
11pm-1:00am
Twice a week.
8times in a month

Total 896000
Channel i

Sajghor(home Between 70 sec 300 6 126000

decoration show), program
4pm-6pm
Channel I news (126000*4)
and talk show
11pm-1:00am
Once a week
4times a month
Total 504000

ATN Bangla

Between different Between 35 sec 250 18 157500

shows 4pm-6pm & program
10 pm- 12 am
(daily) (157500*30)
Daily based
(1month )

Total 4725000
Channels total 6125000

VAT – 15% 918750

A/C - 5% 306250

Grand Total 7350000

Print media Prothom alo Noksha, binodon

pata
Daily star Entertainment page
Financial express Business page

Star magazine Monthly once or

twice
Radio Radio Furti 24*7 (@ a
frequency of 3 per
hour)
Radio today 24*7 (@ a
frequency of 3 per
hour)
Radio ABC 24*7 (@ a
frequency of 3 per
hour)
Radio Vumi 24*7 (@ a
 frequency of 1 per
hour)
Bangladesh Beter 24*724*7 (@ a
frequency of 1 per
hour)

Online (Internet) Facebook, Twiter, web site etc.

Marketing Research
As we all know that marketing research is very important for a business. As this service is quite
new in the market we also have to conduct a marketing research to identify information needs
and planned projects. To identify the needs of the consumer and to know their perception
towards our service we have to conduct a pilot research. After conducting the pilot survey, we
came to know that they really feel the need of this service.
We also conduct research for estimating the cost and to that may occur in establishing the
business. Estimated cost are divided into two part.
1. Fixed cost:
In terms of this service the fixed costs are Office floor rent, covered van, technical
equipment, wrapping boxes, salary, insurance, interest expense, property taxes, etc.
2. Variable cost:
For this service variable costs are hiring cost, fuel cost, equipment and maintenance cost etc.

Office floor rent 2880000

Covered van(4) 1340000
Technical equipment 800000
Wrapping boxes 200000
Fixed price
TV media 4725000
consumer promotion 2100000
Print media 1200000
Salary 650000
Total 13895000
Hiring cost 600000
Variable cost
Fuel cost 400000
 Equipment 200000
Maintenance cost 150000
Total 1350000
Total cost 15245000

Forecasts and Budgets:

The sales forecast indicates the expected sales to a Joined product-market during a specified-time
period. The industry sales forecast is the total volume of sales expected by all firm; serving the product
market. A forecast can be made for total sales at any product-market level (generic, product-type,
variant) and for specific subsets of the product-market (e.g., market segments). A sales forecast can also
be made for sales expected by a particular firm. An interesting forecasting situation is estimating the
growth in sales for a product in a country where present market penetration is very low. After doing the
marketing research we get an idea about our estimated costs.

TK (Approximate)
Office floor rent 2880000
Covered van(4) 1340000
Technical equipment 800000
Wrapping boxes 200000
Fixed price
TV media 4725000
consumer promotion 2100000
Print media 1200000
Salary 650000
Total 13895000
Hiring cost 600000
Fuel cost 400000
Variable cost
Equipment 200000
Maintenance cost 150000
Total 1350000
Total cost 15245000

This chart shows our estimated cost where both fixed cost and variable cost are given. Here, the variable
costs are estimated for 1month.
 People’s home shifting percentage in Dhaka

After conducting the research we came to know that in Dhaka there are around one thousand people
who shift their home because of different reasons in every month. So, if only 10% people among these
people take our service in a month then we can expect a profit of 1core in a year.