Product Report

Smart ID Card

Institute of Business & Technology (BIZTEK)

Submitted To: Ms. Binish Nida Institute of Business and Technology Gulshan Campus, Karachi

Submitted By: MBA Ist semester Wahaj Ahmed Khan (BM-25104) Muhammad Umair Zahid (BM-25111) Sidra Kanwal Rizvi (BM-35004) Syed Yawar Raza (BM-25127)

ACKNOWLEDGEMENT
Dear Reader, We would like to thank ALLAH Almighty, for finally making our efforts worthwhile. We also like to thank Ms Binish Nida course instructor, Principle of Marketing BIZTEK, Karachi for her amiable support and guidance in completing this report. It is due to her that, we had the opportunity of learning how to carry out and conduct a research report. This report about Intact Telecommunication network in Pakistan, this will help us in enhancing research and creative skills in the practical scenario.

Sincerely, Wahaj Ahmed Khan Muhammad Umair Zahid Sidra Kanwal Rizvi Syed Yawar Raza

To Whom It May Concern

Dear Madam, Presented here is the report on Smart ID Card as a part of the requirement of the course report of Principles of Marketing. This report follows the guidelines given in the course outline provided by BIZTEK it has been reviewed and duly approved our course instructor. The report provides information about the new era of emerging technology. Yours truly, Wahaj Ahmed Khan Muhammad Umair Zahid Sidra Kanwal Rizvi Syed Yawar Raza.

TABEL OF CONTENT
1. 2. 3. 4. 5. 6. 7. 8.

Contents

Group Summary and History 2.1. Executive Summary 2.2. Introduction Mission and Vision Need for a Single ID Benefit Current Market Situation Market Segmentation Target Market PESTEL Analysis. 8.1. Political Environment 8.2. Technological Environment 8.3. Economical Environment 8.4. Social Environment 8.5. Natural Environment 8.6. Demographic Environment SWOT Analysis 9.1. Strength 9.2. Weakness 9.3. Opportunities 9.4. Threats Objectives Marketing Strategy 11.1. Product 11.1.1. Core Benefits 11.1.2. Secondary Benefits 11.1.3. Other Benefits 11.1.4. Features 11.1.5. Packaging 11.1.6. Labeling 11.1.7. Industry Analysis 11.1.8. BCG Analysis 11.2. Price 11.3. Place 11.4. Promotion Budget

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Introduction of group members:

Wahaj Ahmed Khan
I am being in IT industry for a significant period of time, can quite clearly feel the current tremendous growth in our IT industry. I have satisfactory associations with national and multinational organizations such as National Refinery Limited, ABN AMRO Bank and Emirates Global Islamic Bank, where taking challenges is the way of life, has developed passions in me to assume new challenges. As versatile professional my hands-on management and technical skills have enabled me to earned excellent reputation for pumping new ideas to meet the deadlines in high pressured environment, I am young long on effort and enthusiasm and I believe that I could make a significant and valuable contribution

Syed Yawar Raza

I have a passion to work in a multi dimensional environment that allows me to work in the department of MARKETING. Which gives prospect and growth along with training for candidate, when I am empower with ability to quickly find, share and contribute ideas, I always get the easiest way to flow freely evolving existing system using tools I already know my career history starts from Indus motors Traveling agency and currently I am in Atlas Bank.

Introduction of group members:

Muhammad Umair Zahid
I am a fresh graduate with commerce background & currently working in Auditing field in a large Textile group. I have a passion to work in the multi disciplined environment and want to face the new challenges of life.

Sidra Kanwal Rizvi

I may not have very tremendous professional background but always eager to go beyond .Recently I have joint RBS to enhance my creativity and aptitude where I can combine and boost up my interpersonal skills and knowledge .I also participated in a television program D-Bate with Mehreen and won the motion with 70% votes.

Executive Summary:
Smart ID card is one of the latest emerging technologies in the world. A smart card is in any pocket-sized card with embedded integrated circuits, which can process data. This implies that it can receive input which is processed by way of the ICC applications and delivered as an output. Smart cards can be used for identification, authentication, and data storage. Smart cards provide a means of effecting business transactions in a flexible, secure, standard way with minimal human intervention. The basic key of attraction for our product is it can be link with multiple applications. This is a completely new era of information technology in Pakistan. Our brand is truly customer centric. We believe in understanding our customers needs and their desires which have been changed and are changing constantly therefore we believe that our product will make there life easier then before.

Introduction:
Smart ID card provides you high-end solutions for your convenience where ever you are. Either you are driving, a trip outside Pakistan, looking for cash from ATMs or buying something through credit cards, reservation of seats for traveling, education, employment etc, all your needs are satisfied by Smart ID card. The necessity for a centrally issued ID is accentuated by the growing problems of illegal immigrants in various parts of the country. The ID is expected to serve as a unifying document to identify the citizens of

We offers exclusively designed services plans that cater to the needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, we are working closely with the government officials and departments for the launch of this product.

OUR MISSION:
Our Mission is to attain an iconic leadership among the success stories of tomorrow We believe development by adoption of emerging technologies, professional competence, innovation and performance recognition.

OUR VISION:
Making life easier then before

We recognize that realization of this vision needs superior professional competencies, continuous value addition and improvising technological development.

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Need for a Single National ID:

The need of a single national ID for a large country like Pakistan becomes more crucial than for a host of countries that have already adopted such a system or are in the process of such an exercise. Provision of multiple services to a large population by government and private organizations is a mammoth task and is accompanied by many hurdles. Unique National IDs would help in better delivery of government services like Public Distribution System SelfEmployment, banking and investment services, health facilities and different schemes offered by the government. Other benefits which could be derived are: a single document with multiple information integrated to strengthen national security and social security for citizens, a useful means for citizens to access multiple government and private services and benefits, and an easier and safe means for entities to offer services, employment, etc.

Benefits:

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A national ID with multiple usages would be beneficial both for citizens and government and other entities. Creation of a national ID system would enable to create a one point source of information hub and would include important information about each citizen. The creation of a centralized information hub enables effective distribution and management of the database, access and exchange of information and upgradation. A centralized national ID system can help to clear off redundancies in the existing multiple ID proof system and save time, resources and energy of the citizens and country.

Current Market Situation:

The estimated population of Pakistan is 172,800,000, making it the world's sixth most-populous country behind Brazil and ahead of Russia. By the year 2020, the country's population is expected to reach 208 million, owing to a relatively high growth rate. National Database and Registration Authority (NADRA) is a federal department of the Government of Pakistan that is responsible for issuing identification cards to the citizens of Pakistan.

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NADRA has established and maintain different multipurpose databases, data warehouses networking facilities, interfacing between databases, etc. NADRA also developed and implement Registration Systems for all persons including citizens, foreigners, immigrants, and any other persons or things as may be prescribed by the Federal Government by means of issuing different identity cards including NIC, NICOP, etc. Smart ID card will become the sole identification document for all Pakistani adult citizens, with new registrants steadily growing.

Market Segmentation:
Initially we are focusing on only three cities i.e. Karachi, Lahore and Islamabad.

Target Market:

All Pakistani citizens

The basic concept behind the launching of this product is national convenience and national security. Every citizen of Pakistan regardless of gender is the user of this Smart ID card. It will give them comfort in their daily life as well as itll help the government for national security and e-governance.

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Marketing Environment:
Political Environment:
Political environment may puts pressure on our product. Government agencies and different departments create hurdles to launch this project.

Technological Environment:
Information technology industry is already developed in Pakistan and many e-governance features are used by the Pakistani citizens and we are introducing a new era of emerging technology.

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Economical Environment:
Our product is launched to see Pakistan economical condition to determine national income and survey on consumer buying power. The cost is affordable and similar to the existing services.

Social Environment:
Smart ID card plays an important role and the idea is based on giving comforts and convenience in this fast life for the saving of time.

Natural Environment:
Natural resources play important role if we face shortage of raw material, however before going to production phase plenty of raw material will be stored.

Demographic Environment:
Our demographic profile consists of the following factors: The immediate geographic target is the city of Karachi covering 3530 Sq Km with the population of approx 18000000.
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 Male / Female ratio is 48%:52%. Increased their reliance information technology in all aspect of their lives from shopping, finance management to information gathering.

SWOT Analysis:
Strengths:
In depth comprehensive knowledge. Unusual ability to tech technical knowledge to a nontechnical person. New technology in Pakistan. Easy to use.

Weakness:
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 Require heavy investment. Tedious Process. Moral issue.

Opportunities:
Participation with a growing market. Current trend of technological advancement. Injection of fresh and creative ideas.

Threats:
Political and economical conditions Intrusion attacks.

Objectives:
Obviate need for multiple documentary proof Facilitate easy verification Facilitate easy availing of government or private services Serve as basis for e-governance services

Marketing Strategy:

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Product:
Core Benefits Synergy effect of standardized documentation. Assist counter terrorism and illegal immigrants & workers. Integration of existing identification systems. Secondary Benefits Benefits like prevention of fraud and Tax evasions. Financial savings for government. Other Benefits Use for other organizations like banks for maintaining credit history. Can be used by hospitals, schools and employees. Financial savings for government. Features:
1. Government Identification: Driving License,

passport.
2. Financial: Financial Services database, Credit card

facility.
3. Education: Admission in school, college, university. 4. Health: Health & medical services. 5. Employment: Employment information, old age

benefits.
6. Traveling: Railway, Air, and Bus ticketing booking. 7. Family: Marriage, Marital status, dependents.

Packaging:
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1. The card is made of plastic and embedded by a hologram to avoid counterfeiting. 2. Dimensions are normally credit card size. The ID-1 of ISO/IEC 7810 standard defines them as 85.60 53.98 mm. Labeling: Beautifully greenish designed background with a Pakistani flag in the center. Product Support Service: 1. 24/7 call center. 2. Addition or cancellation of service is available through call center and via website.

Industry Analysis: A national identification number is used by the governments of many countries as a means of tracking their citizens, permanent residents and temporary residents for the purposes of work, taxation, government benefits, health care and other functions. Although different countries have different views on the usage of the national identity, a large

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number of countries have been in favor of having a national identification system in place.

BCG Analysis: This unique idea is marketed for the first time in Pakistan and right now we see this product in Question Mark after one year from going it live, however as this product will be implemented by the Government of Pakistan for the sake of national security, the government will implement this product by convincing strategy or by force at any cost.

Marketing Strategy:
Price:
Price will set by the consideration of all the departments like marketing, finance, sales production etc and keeping the existing prices offered to services to meet the organizational as well as departmental objectives.

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Pricing includes license fees and installation services. Factors include in pricing: 1. Designing, printing, packaging. 2. Raw Material. 3. Machine Cost. 4. Service Fees 5. Office Expense + rent. 6. Staff salary. 7. Miscellaneous.

Marketing Strategy:
Place (Distribution):
Smart ID card will be distributed through direct and indirect channels. The mix is 50% direct and 50% indirect. Indirect channels include:

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Direct Channels:

NADRA Post offices. Passport offices. Driving license offices.

In future well develop relationships with indirect channels including: Indirect Channels:

Banks. Cellular companies.

Marketing Strategy:
Promotion:
One of the key responsibilities of marketing is lead generation, however as the product is for national interest the promotion strategy is based on welfare marketing

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concept rather than commercial marketing. The following methods are used for lead generation:

Advertising in trade journals. Conferences. Telemarketing. User group. Direct mailing. Targeted sales calls. Customer referrals. Radio. Television. Internet.

Advertising: Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. We will use the services of a renowned advertising agency. Its objective will be informative advertising. Meaningful and believable appeals will be used to create brand image in consumers mind and their firm believes in product quality. Publicity / Public Relations:

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Publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment. Well arrange to create our own news through:

Contest Art exhibitions Event sponsorship Arrange a speech or talk. Conduct a poll or survey. Stage a debate

Public relations are the practice of managing the flow of information between an organization and publics. We will try increasing them with the help of talk shows, blogs, public events speeches etc.

Budgeting:
Budgeting for this smart card includes lot of factors. At first we had to see is there a market for the product? What are the characteristics of the market as far as number of customers, competitors, average selling price, volumes, and market barriers and so on. After that survey we decided to
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introduce this product in quit affordable price that is just rupees 1000/- but the cost will vary as per service addition. For instance, if an individual want to add financial service in this smart card he will have to pay only service charges to the Co. and the concern bank will charge financial charges. Illustration: S# 1 2 3 4 5 6 7 8 Service Smart card Financial Services Medical Services Passport Services Driving License Education Services Employment Services Utility Service Total Charges PKR500/PKR500/PKR550/PKR2200/PKR2000/PKR200/PKR1000/PKR500/PKR7450/-

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