Product (POM)

8/3/2019 Product (POM)

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Sam’s Pakistan We Build Relationships

www.sam.com

Group Members:Sameer Zaki

Anum Elhai

Mehwish Nazeer

Maaz Bin Shahood

http://www.sam.com/

http://www.sam.com/

http://www.sam.com/



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TABLE OF CONTENT

Contents

1) Introduction

1.1 Brief Background

2) Marketing Environment

Micro Environment:

2.1.1 Mission Statement

2.1.2 Company’s Internal Environment

2.1.3 Customer Market

2.1.4 Publics

Macro Environment:

2.2.1 Demographic

2.2.2 Economic

2.2.3 Cultural

2.2.4 Technological

3) Segmentation

3.1 Demographic

3.2 Geographic

3.3 Psychographic

3.4 Behavioral3.5 Target Market Strategy

4) Consumer Behavior

4.1 Cultural Factor

4.2 Personal Factor

5) Product

5.1 Product Classification



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5.2 Product Service & Attribute

6) Pricing

7) Marketing Channels

7.1 Sales Distribution Objectives

8) Promotion

8.1 Promotional Objectives

8.2 Advertising Strategy

8.3 Advertising Media

9) Key Facts

9.1 Strengths

9.2 Weaknesses

9.3 Opportunity

9.4 Threats



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INTRODUCTION

Sams Pakistan. This name is not new for the People of Pakistan. We deal in

sanitary items supply since 1996. We get a good market share in a very shorttime. Our goods are available in all over the Pakistan and now we are planning

to go to the international market. Our organization is Private firm. We have

different departments in our organization like Finance, HR, Marketing,

Accounts, R&D. Each department is connected to the other one. Our

departments have a good coordination between them. Our Organization is one

best organization in Pakistan. We are ISO9004 certified.

In these days we are planning to launch our new product which is Smart tap.

Smart tap is a product similar to our other products. It is a tap in which we put a

micro chip with a sensor inside it, that micro chip will sense the atmosphere

temperature and then change the temperature of water according to the room

temperature.

For Smart tap we planned lots of things and still doing planning to make this

product Successful in the market.



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MARKETING ENVIRONMENT

MICRO ENVIRONMENT

2.1.1) Mission Statement:

Our Mission Statement is to accept all the challenges & to introduce

innovative products that would effectively benefit our customers,

procuring our role in the constantly changing world of vision. We are

committed to customer satisfaction and provide quality vision products at

reasonable prices. We want our customer to feel comfortable while they

are using our products. For this we always try to introduce new product

which will make there life easier. Our goal is to provide a comfortable

life to our customer by our products.

2.1.2) Company’s Internal Environment:

In our company there are departmentalization systems in which we do our

work in departments. All the departments are connected with each other

and have a good coordination between them. Every department is doing

his own work with a good coordination with the other one. Our

departments work together as a team and always try to things which are



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in favor of the customers because our mission to intact our valuable

customers to provide maximum facilities.

2.1.3) Customer Market:

Our organization has a good image in between our customer, and our

customers also give us good response about our brands. They buy the

brand without any hesitation because they know that our product is

reliable and easy to use and very comfortable, because of this reliability

they also refer our products to the other people simply the word of mouth.

2.1.4) Publics:

In public sector we have a good image because of our brands reliability and

portability. So they will always give us a good and positive response to our

products. Whenever we get feedback either surveys or pooling on our

website. A positive brand image is created by marketing programs that link

strong, favorable and unique associations to brand in memory.

MACRO ENVIRONMENT

2.2.1) Demographic:

We have products which are useful for a common person, it does notmatter for which social class or status he/she belongs, they can easily buy

our brands, and this is the reason why we are very popular world wide in

this industry.

2.2.2) Economic:

Our products are very economical and it’s for everyone either they arefrom the upper class or from the middle class. We never go for the profit



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maximization; we always try to do something good for the well being of

the customer. Our focus on customer satisfaction and to retain them for

life time to provide what they desire.

2.2.3) Cultural:

In consumer market there is no cultural boundaries or any issue while

using our brands. Our brands belong for everyone. It doesn’t matter from

which culture the person belong to, they can use our product.

2.2.4) Technological:

Technologies have a great impact on our products. We always try to meet

the need of the customer according to new trends and new technological

advancement, that’s the reason we have our R&D department who can do

the research on the new technologies and customer needs and give us the

unique ideas about the customer needs and demands.



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SEGMENTATION

3.1) Demographic:

In our marketing plan we do not segmented the market demographically

because our products are useful for everyone as mentioned earlier.

3.2) Geographic:

In Geographical segmentation we only select the region of Pakistan,because we are not that much capable to increase our business into other

country.

3.3) Psychographic:

We provide the people best satisfaction of our product by providing themwhat they need. People know that we provide them good quality product

which will make their life comfortable.

3.4) Behavioral:

We have a good image of our brands in People so whenever they need

something they first prefer our products.



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3.5) Target Market Strategy:

Our target markets are those people who are in construction business or

the people who are willing to make their houses. For targeting them we

visit the sites where the apartments are under construction and we meet

different peoples who are in construction business. We arrange trade

shows for them, by that shows they will get knowledge about our

products.



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CONSUMER BEHAVIOR

4.1) Cultural Factor:

Our products are for every kind of people. It does not matter from which

culture they belong to, they will use our products in their houses.

4.2) Personal Factor:

We have a good brand image in the mind of people, so when ever they go to

market they will prefer our products. A positive brand image is created by

marketing programs that link strong, favorable and unique associations to

brand in memory



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PRODUCT

We have different sanitary products which usually people use in construction

of their houses. We feel that there is a need to introduce something whichmay help people and reduce the cost of their construction. For that our

research and development team made a research and after a very hard work

of R&D department they invent a product “The Smart Tap”. Smart tap is

look like a simple water tap but here we made this tap little bit change, in

this we introduce a micro chip which measure the temperature of the

environment and change the temperature of water which a person is requiredwithout any extra equipment. We just place this micro chip with our water

taps and convert a simple tap into a smart tap. It is very easy to use, and easy

to install.

5.1) Product Classification:

Our products is not classify for the specific people. Our invention is for



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the upper class and as well as for the middle class people, because the we

price this product not to high. It’s really affordable.

5.2) Product Service & Attribute:

1. Product Quality

We always try to give good quality product to our customer. Smart Tap is

also a good quality and reliable product which we introduce in the

market.

2. Product features

Smart Tap has a different feature which people do not find in any other

product. By using of Smart Tap you can get the water on your room

temperature without any external machine.

3. Product Style

Smart tap is the product which we introduce in different style and shapes.

We have different colors of Smart tap in different style.



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PRICING

For Pricing we do not put a very high price for our products, because our

mission is not to maximize the profit, we want to give more benefit to the

customer at the affordable cost so we used the market penetration strategy

rather than the market skimming strategy. The aim of our organization is

to give a good quality product at the low cost to our customer. For Smart

Tap we also put a very affordable prices according to there designs.



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MARKETING CHANNELS

For the distribution of our product we have several distribution strategies.We have our outlets in all over the Pakistan similar we Spencer some

retailer and they can sale our products and we have different market

intermediaries who distribute our products to the different retailer from

where people can get our product easily.



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We focus on the BTL (Below the Line) activity like banners, brochures,

in newspapers etc as well as approach the ATL (Above the line) like TV,

Radio etc.

7.1) Sales Distribution Objectives:

We make sure that everyone can get our product when ever they need it,

for this we have different distribution channels like we have some outlets

in all over the Pakistan, similar we Spencer some retailer and they can

sale our products. The objective of our sales distribution is to make sure

that everyone can get our product without any problem whenever they

demand. We want to capture the market share through the product

availability.



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PROMOTION

Promotion of the product is very important, if you want to improve your

sales figures or get more clients or keep the customers you have coming

back, you have to actively work at business promotion all the time.

8.1) Promotional Objectives:

For the promotion of Smart tap we use different strategies. But the main

propose of our promotion is to make people aware about our product and

let them experience an innovative product for which they didn’t every

think.

8.2) Advertising Strategy:

Our Advertising stratagem is to make people aware about our product.

We try to give a brief introduction about Smart tap, for this we put stalls

in different exhibitions and other public places from where we introduce

Smart tap in public. On our promotional stalls we give them chance to

test the Smart tap and make them know how easy to use it.



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8.3) Advertising Media:

For our advertisement we select different media, like we give

advertisement in news papers, brochures ads on TV and radio we also

conduct some informative seminars about Smart tap in different

universities and executive sectors. We also give ads on internet and on

other different blogs from where people get awareness about Smart tap.



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KEY FACTS

The key factors that are a necessary condition for success and frailer in a

market. For our Smart tap we have different key factors in our target

market. SWOT Analysis give us clear picture of our Smart Tap.

9.1) Strengths: Strength of our Smart tap is this is our innovative product, it is

launching first time in the Pakistani market and if anyone wants to copy this

product then they have to take time to built it, in that time we have a good

opportunity to get the maximum market share and kick out the competitors from

the market.

9.2) Weakness: Our weakness is people are unknown so far in the market we

have to spend a lot of time to make them aware about Smart tap. If we get

complain from customer side so we have to mitigate those weaknesses.

9.3) Opportunities: Our opportunity to expand our market globally with more

benefits and more features in Smart Tap.

9.4) Threats: Although this is an innovative product. If this Smart tap product

is failed to meet we have to face a big financial loss. If our competitor built and

grow rapidly so we have to make the contingency plan to overcome all thesethreats.

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