Abstract:
The project “Devising a New Marketing Plan to Increase Customer Share for Qasr-e-Shiren” is primarily focused on planning, formulating, implementation of a new marketing plan for the business. The objective of the project is to increase customer share of the target market which is Islamabad and Rawalpindi. In the culture of Pakistan, the sweets are eaten at every celebration and occasion. People are sweet lovers and the traditional mithiyan are loved by every age group. Therefore the business of sweets is very successful. Qasr-e-Shiren is operating the business since last 46years. The business is family owned which is now being operated by the third and fourth generation. Despite of their strong footings in the market there are certain deficiencies in the business. The most urgent is the need of a marketing plan to create awareness of the brand among the people. The company analysis along with customer analysis is done to know the insights of the customer and what the business is delivering to them. The SWOT analysis will be helpful to the business in order to realize its strengths to be used against the threats and to overcome the identified weakness. Then the opportunities help to garb the market potential. PEST analysis is conducted to know the macro-environmental factors. Once the analysis is done the next step is towards designing and implementing the plan. In design and implementation the four strategies related to product, price promotion and placement are revised. The main focus of the project is on the promotional strategies which help the business to attract potential customers.
The marketing budget is calculated and ATAR model is used to calculate the number of customer. The advertising companies Ad-Zone and Mohsin Copy and Printers are contacted for the details and a total Budget of Rs. 176,500 is calculate for the four months. The action plan tells that the project will be complete in four months. Once the desired results are produced there are certain future actions recommended to Qasr-e-Shiren, which includes extension in product line and expansion in Islamabad and Bahria Town.
