Presented to:

Prof. Ayesha Rizwan

Presented by:
Sahar Pervez………MPA-01
Azeem Farooq..……MPA-02
Saba Nisar……….MHRM-20
Hina Maqbool……MHRM-11
Asma Farooq…….MHRM-02

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 ACKNOWLEDGEMENTS:

All praises for Allah who gave us the

ability to accomplish this otherwise
easier said than done task.

We would also like to thank our wonderful

teacher Ma’am Ayesha Rizwan for
assigning this work which truly made us
understand the underlying difficulties in
pratical application of marketing concepts
and providing us guidance whenever we
needed it.

Thank you ma’am for keeping up with

our untimely and bugging
appearances at your office door and
always providing us with the best of
advice!

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 CONTENTS
1. Executive Summary………………....
…..3
2. Current Market
Situation……………….4
3. SWOT Analysis………………………….6
4. Marketing strategies…………...
………..7
• Positioning…………………….……7
• Product………………………...……8
• Promotion…………………...….…..9
• Supply Channels………………….12
• Pricing………………………..…….13

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 EXECUTIVE SUMMARY:
Now a days Lahore seems to be:
“A city, where roads and haphazard vehicles seem to be
everywhere, a city where shops, schools and parks are far
apart and require a vehicle to reach them, where roads act
as barriers between communities, where traffic dominates
the streets making them difficult to cross, where walking
and cycling are unsafe and unpleasant, where public
transport is infrequent and hard to get, where air pollution is
visible, pungent health hazard and where honking and road
rage are the main forms of social exchange.”

Urban transport is one of the most important sectors having

a direct bearing on sustainable development because of the
high growth of the transport sector’s energy consumption
and greenhouse gas emissions.

We are developing a new bus service company by the name

of PAK EXPRESS which will be providing luxury bus service in
maturing transportation market, the purpose is not only
earning profit but also make positive contribution towards
the development of city.

Our targeted audience is middle class or upper middle class

who are prepared to give some extra for a safe, on time and
comfortable journey.

The following marketing plan presents the product we are

offering in form of luxury, air conditioned buses and value
added services. It also presents the different promotional
strategies. For advertising we will be using local cable
channels, radio, leading newspaper, magazines, flyers and

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billboards. It then takes into account the supply chain and
pricing policies that we are most likely to adopt.

CURRENT MARKET SITUATION

TARGET MARKET:
In general every customer is important for the company but
PAK EXPRESS specifically targets the UPPER MIDDLE
CLASS people as its market who are price conscious and
want to travel comfortable, cheaply and punctually.

Specific segments include students.

The clients of our bus service are provided a number of
ticket purchase offers to choose whatever suits them best.

PRODUCT REVIEW:

Our service has following features:

 Punctuality
 Comfort ability
 Safety
 Economy
 Luxury buses with powerful engine ensure smooth
drive. Strong air-conditioning & heating system.
Comfortable seats with more leg space & reclining
facility. Decent & peaceful in-cabin atmosphere.
 Terminals place at Suitable & easily accessible location.
 Friendly and courteous crew.
 Special seats and services for disabled.
 Special discounts on advance booking.
 Student packages and discount.
 Daily Newspapers available in the bus free of charge.

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  During the journey audio/visual entertainment
available.
 Computerized Booking / Ticketing

COMPETITIVE REVIEW:

There are about 7 urban transportation services provider in

Lahore however the key competitor is only

Daewoo City Bus:

Sammi Daewoo City Bus was the first environmental and
technological revolution in Urban Transport Sector in
Pakistan when State of the Buses with advanced and more
powerful engines with TECHO Monitoring System were
introduced in 1999. Moreover provision of A/C, call bell and
announcement system was also the part of this modernistic
change in Urban Transport Culture. Since 1998, Sammi
Daewoo City Bus Division has been serving the valorous
people of Lahore.
As there was no bus service available earlier having such
exclusive features. Thus not only the feat was widely
appreciated by the citizens of all these localities but the said
routes are strengthening the basis of company with optimum
output.

DISTRIBUTIVE REVIEW:

Ticketing:
For most part we will be using direct channel for the sale of
tickets.

Fuelling and maintenance:

Contracts have been signed with Petroleum companies for
above said activities.

Buses:

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The buses will be purchased from Indian Companies.

SWOT ANALYSIS:
STRENGTHS:

 Service Quality
 Innovation Effectiveness
 Marketing System
 Effective Budget for Network Expansion
 Luxury buses

WEAKNESSES:
 High cost of maintenance.

OPPORTUNITIES:
Expansion opportunities:

PAK EXPRESS has still greater opportunities to expand itself

not only country wide but also worldwide.

Technological opportunities:

PAK EXPRESS can also find unlimited opportunities for

change in its technological environment.
Also buses fueled by CNG are being imported.

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 THREATS:

Cut throat competition:

Presence of head to head competitor in form of Daewoo City

Bus. PAK EXPRESS will be needing quick geographical
expansion otherwise a potential competitor can progress
over it.

Failure to customize:

PAK EXPRESS also needs flexibility of attitude towards

customization.

MARKETING STRATEGIES:

POSITION:
PAK EXPRESS position itself on the basis of:

 Comfort
 Safe & Speedy Service and
 Punctuality

POSITION STATEMENT:
“To comfort and time conscious people who want to avoid
congestion of traffic and travel economically PAK EXPRESS is
the bus service that provides you with a great travel
experience at an affordable price. Be our guest and see for

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your self how dependable, comfortable and affordable riding
PAK EXPRESS can be.”

PRODUCT STRATEGY:

As described in product review our service will include

following features:

CORE BENEFITS:

 Punctuality
 Comfort ability
 Safety
 Economy

ACTUAL PRODUCT:

• Luxury buses with powerful engine ensure smooth drive.

Strong air-conditioning & heating system. Comfortable
seats with more leg space & reclining facility. Decent &
peaceful in-cabin atmosphere.
• Terminals place at Suitable & easily accessible location.
• Friendly and courteous crew.
• Special seats and services for disabled.
• Special discounts on advance booking.
• Student packages and discount.

AUGMENTED PRODUCT:

• Daily Newspapers available in the bus free of charge.

• During the journey audio/visual entertainment available.
• Computerized Booking / Ticketing

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 PROMOTION:

It is not enough to have good products sold at attractive

prices. To generate sales and profit, the benefits of products
have to be communicated to customers.
Promotion is, therefore, about companies communicating
with customers.
Our business’s total marketing communications program,
promotional mix, consists of a blend of:
• Advertising.
• Sales promotion.
• Public relation tools.

ADVERTISEMENT:
ELECTRONIC MEDIA TOOLS:

1. We will be advertising our PAK EXPRESS Bus Service by

giving commercials on local cable channels, with the
help of different cable operators, on popular drama and
sports channels. It is cheapest way to target inside the
city rather than spending high amounts on playing
commercial directly on the national or satellite
channels.

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 2. We will also be using radio to advertise our bus service
our bus service. We will be putting our ad on all the
local FM channels.

PRINT MEDIA TOOLS:

1. As far as print media is concerned we will be putting

our ads in all the leading newspaper especially English
ones.

2. We will print our own brochures to promote our

service quality. In these we will be giving complete
details of packages we offer and features of PAK
EXPRESS bus service.

3. Weekly magazines will also form the part of our print

media advertising.

OUTDOOR PROMOTIONAL TOOLS:

1. We will also be posting the posters of our bus

service on the bus stops around city paying special
attention to the ones in the route of our bus.

2. Also banners will be displayed around the city.

3. We will also distribute flyers on signals and with Sunday
newspaper promoting our bus service

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 4. We will be erecting Billboards with company logo and
bus illustrations on it.

SALES PROMOTION

CONSUMER PROMOTION
1. Being in introductory stage we will be offering Discount
Membership Card for first 2 months for all people to
enjoy our luxurious PAK EXPRESS bus service.

2. For students we will be offering Discount Membership

Card according to their required routes and we are
planning to make this a permanent feature.

3. We will be offering sweepstakes to our Membership

Card holders.

TRADE PROMOTION

We will be offering free Membership Card to the agencies

specific employs who maintain our Bus quality like
engineers, distributors and manufactures of different
equipments.

SALES FORCE PROMOTION

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 1. We will offer Membership to our sales force on
discounts.

2. We motivate our employees by giving our company

logos T-Shirts, pen, pencils, and calendar and memo
pads.

PUBLIC RELATIONS

1. We will be publishing articles and reports about

traffic problems and we can build image of our bus
service as a solution to these problems.

2. We will offer 24/7 hours Helpline for the questions

about our services.

3. We also plan to sponsorship Cricket Series, Musical

shows, charity shows etc.

SUPPLY CHANNELS:

We will be needing supply chains for following:

• Fueling
• Ticketing
• Buses

FUELING:

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We have contracted with Shell petroleum for the supply of
fuel. Our busses will be filled at the designated locations at
discounts plus other fuel related maintenance will also be
provided by shell. This will be the conventional distribution
channel.

BUSES:

We have made contract with Indian companies which will be

providing us CNG buses.
Buses will be delivered by ships.

TICKETING:

As far as supply of tickets is concerned channel will be direct

on most part but we are also contracting different agents for
supply at local super stores on commission basis. We are
also planning to open our own ticketing offices at four
different locations across study which will not only serve as
ticket offices but also as customer service offices.

PRICING:

PRICING STRATEGY:

To penetrate the market initially we will be using market

penetration pricing to quickly gain market share after
sometime as we are providing luxurious bus service so we
will be using value-added pricing.

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 PRICE ADJUSTMENT STRATEGIES:

DISCOUNT PRICING:

CASH DISCOUNT:
We will be offering cash discounts to:
• Students
• Disables

SEGMENTED PRICING:

As far as segmented pricing is concerned we will be opting

following:
• Concession tickets for children under the age of 15.
• We are also contacting different institutes to issues
special passes to their students which will enable
students to enjoy our service for nominal charges.

PROMOTION PRICING:

We will be going for following promotional pricing strategies:

• Distributing 2 free coupons on the simultaneous
purchase of 25 tickets
• Also we will be offering 20% discount on the purchase
of 20 tickets simultaneously.

DYNAMIC PRICING:

Ticket price will be dynamic due to

• Rapid changes in the oil prices in homeland as well as
internationally.

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• Also the world is moving towards the recession which
will off course be requiring drastic measures often like
downsizing adopting dynamic pricing will help us to
make necessary adjustments in price easily.

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