Table of Contents

1.0 Executive Summary……………………………………..……………...2

2.0 Situation Analysis………………………………………….……………..3
2.1 Market Summary……………………………..………………...3
2.1.1 Market Demographics……….………………… 3
2.1.2 Market Needs…………………….…………………3
2.1.3 Market Trend………………………………..………4
2.1.4 Market Growth………………………….
………….4

2.2 SWOT Analysis………………………………………..….………4

2.2.1 Strengths………………………………....…..…….5
2.2.2 Weakness………………………..………….……….5
2.2.3 Opportunities……………………………….……...5
2.2.4 Threats………………………………………….…….6

2.3 Competition………………………………………….…….……..6
2.4 Keys to success…………………………………………...…….6
2.5 Critical Issues…………………………………………….….……6

3.0 Marketing Strategy………………………………………….……….……7

3.1 Mission………………………………………………………….…..7
3.2 Objectives………………………………………….………….…..7
3.3 Target Markets…………………………………..………….…..7
3.4 Positioning…………………………………………….……….….8
3.5 Strategies………………………………………………………….9
3.6 Marketing Mix………………………………………………….…9
3.7 Marketing Research…………………………..……………...11

4.0 Budgets………………………………………………………..…………...11
5.0 Controls……………………………………………………………………..11

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 1.0: EXECUTIVE SUMMARY
CELEBRATIONS is a premier gift wrapping store. It aims to provide
quality wrapping service to its customers which satisfies their needs
and express their feelings differently. It has a wide range of wrapping
material from which customers can choose.

CELEBRATIONS would be selling to individual customer as well as

corporate customers. As it is targeting a niche market, customer from
both the areas would be welcomed.

We would not be facing competition as this service is very new in

Pakistan. Rather we would be facing few threats in the market followed
by some opportunities also. Our strength lies in the innovative service
and the weakness can be incurred due to our creative staff.

CELEBRATIONS will need to work on creating awareness of this

service among the targeted customers. This will require a big part of
our budget which we will spend on brochures, website, ads etc…

Keeping our strategies and budgets in mind, it Is project that

CELEBRATIONS will be able to raise profits by the end of the year
one.

2.0: SITUATION ANALYSIS

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2.1-Market Summary

“For gift wrapping, we must succeed at two things. We have to wrap

a present in a unique way. In order to make our present truly special
and unique for receiver we have to understand the needs of that
recipient. The targeted demographic or the end user.

2.1.1-Market demographic:

The profile of celebration customers or recipients consists of the

following geographic, demographic factors:

(a) Geographic:

 Karachi city
 Posh are like defence, zamzama.

(b) Demographic:

• 85% Female and 15% Male.

• Age range 28-40.
• Corporate customer
• Occasional (Eid , Christmas ,Birthday, Marriage, thanks Giving).

2.1.2-Market Needs:

CELEBRATIONS is providing its customers a very attractive,

unique gift wrapping service. CELEBRATIONS attempts to fulfill
following benefits that are important for customers as well as
recipients,

(a) Satisfaction
It is hard to make someone spend on service like our,
unless their inner satisfaction.
(b) Price
We will have different services for different
customers this will lead to high fluctuation in the
price of product as quality of the goods will satisfy
different needs of customers.
(c) Selection
CELEBRATIONS offer all types of gift wrapping for
all special and traditional occasion as well as
consider customer ideas to wrap the gift according to
need. Hence, the objective is to provide customers

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 with well built unique wrapping that satisfy their
sense of desire.

(d) Customer Service

To facilitate our customers we need highly trained
and experienced, cooperative staff those have enough
space to satisfy customers in every way. In addition to this
we must have sound and cool environment with
comfortable waiting chairs.

2.1.3-Market Trend:
Gift wrapping trend is not so common and people are not much
aware, CELEBRATIONS is aimed to develop high appreciated
response in market and give hard time to competitors. Our
business also encourages creating traditional gift items so that
CELEBRATIONS is like a door to innovative trends.

2.1.4-Market Growth:
Since, our service is new in Market therefore first year is injection
period due to which over expenditure are very high in respect to
our profits. expenditure cost include a great portion of
advertising expenditure. This cost will results in higher sale of
our service in future.

2.2: SWOT ANALYSIS

• STRENGHT • WEAKNESSES

1. Innovation Service 1. Loss of key staff

2. Experience & Creativity 2. Shortage of Material

• OPPORTUNITES • THREATS

1. Increasing Demand for 1. Inflation

Innovative Services. 2. Lack of Awareness
2. Changing Trends
3. Low Competition

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2.2.1 STRENGHTS

 Innovation service
This service is not common in Pakistan. It will provide consumers a
new idea to greet their loved ones.

 Experience & Creativity

Experienced & proficient staffs are our “ASSET” which has no
replacement.

2.2.2 WEAKNESSES

 Shortage of Material
Due to our high-class imported packaging material, some
shortage might occur due to non-availability or delays of
wrapping material that will eventually affect our customer turn
over.

 Loss of Key Staff

Customer’s satisfaction will be affected if any of our key staff is
not available hence not everyone can have the same specialty or
skill in gift-wrapping.

2.2.3 OPPORTUNITES

 Increasing Demand for Innovation Services

With the change of Trends time to time, people are demanding
something innovative & Pioneer Services that greet their
loved ones in the best and new ways.

 Low Competition
It is a new idea hence the competition will be low, we can gain
high Market Share.

 Changing Trends
Since the trend is changing, we can explore different opportunities
in different areas.

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2.2.4 THREATS

 Inflation
Inflation Rate in Pakistan is high, consumers’ purchasing power
is gradually decreasing, and consequently it will affect
the Business.

 Lack of Awareness
Since this service in not Common in Pakistan, therefore people
are not aware of it that can affect our initial profit gain.

2.2: COMPETITION
There is not much competition in the gift-wrapping industry. We can
still face some of them like:

(a) Few similar type of shops are located in different posh areas in
Karachi who provide similar sort of service with few different
features.

(b) Big stores who provide gift-wrapping free when a customer

purchases an item from them.

2.3: KEYS TO SUCCESS

The keys to Success for CELEBRATIONS are:

 Customer Service
 Flexibility
 Competitive and superior service offerings

2.4: CRITICAL ISSUES

CELEBRATIONS is still in the exploratory stages as a start-up
business. Its critical issues are:

 Control start-up expenses

 Generate awareness and customer loyalty for repeat business
referrals.

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 3.0: MARKETING STRATEGY

3.1 MISSION STATEMENT

"CELEBRATIONS" is dedicated to bring in new and creative ideas

to the market place in the field of gift-wrapping. We exist to

attract and maintain our valuable customers. We will continue to

develop our unique service positioning to maintain and grow our

solid service recognition into adhere high quality wrapping

standards.

3.2: OBJECTIVES

 To capture high market share by providing innovative

service.
 Introduce new wrapping service to replace the old style of
wrapping.
 Profitability by the end of year one.
 To be seen as a trend setter for gift-wrapping service in the
market.

3.3: TARGET MARKET

Our target market consists of individuals and businesses.

(a) Individuals
Our focus is to cater the individual of high-income group who can
use our service as this service is unique and prices are
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 relatively high. Individual who are looking for a perfect gift for
their loved ones and want to express their feeling by presenting
in a unique way that also adds value to it

(b) Business
Businesses consist of large organizations, who want to
appreciate the performance of their employees, sale forces and
workers by giving them gift that is wrapped in such a different
way that would make the employees realizes their importance in
the organization. These organizations can also use this service
by sending gift to their business clients.

3.4: POSITIONING
Arranging for a product or service to occupy cleared, distinctive,
and desirable place relative to competing product or services in
the mind of target customer.
Since we are providing our gift wrapping service to niche
customer segment, so we have to make good value proposition
for our target customer and differentiate our service from other
to create superior customer value and good profit..

Service position planning

Our service positioning planning starts with first selecting the
target customers segments whom we want to serve, then how
we intend to attract and retain those customers and then we will
deliver the intended benefits to the customers.

How to differentiate and position our service

Our gift wrapping service is not common. Hence, first we have to

work on making our target customers aware of this service by
advertising and other effective means. Once they become aware
of our wrapping service, we will be able o make a good positing
of our service in their mind by creating extraordinary benefits for
the customers and providing our service highly satisfactory and
at standard level to attract the attention of our target customers.
We differentiate our services by using import quality material in
our gift wrapping stuff what people cant get from any other place
or from our competitors. This quality differentiation helps us to
attract and retain our target customers. This way we will be able
to create a superior value in targeted minds.

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 3.5: STRATEGIES
CELEBRATIONS would be following this set of strategies:

Pricing Strategy:
Our prices are relatively higher because of the unique service.
Prices will vary as per the wrapping material and the size of the gift.
We will give different ranges of wrapping to our customers to
choose from. The bigger the gift, the higher will be the wrapping
price.

Distribution Strategy:
We would be placing our service at our main outlet located in the
posh area of the city that would include customers from various
places of that area. Moreover, there will be no other branch initially.
Once we start up the business and see the outcome, we will then
decide further of opening other outlets.

Promotion Strategy:
We will need to promote the service heavily especially at start.
Using brochures, sign boards, Ads in the leading newspaper etc.. to
create awareness among targeted customers. Our promotion has to
effective for long run and short run profits.

3.6: MARKETING MIX

CELEBRATIONS Marketing mix consists of:

(a) Price

Price is an extremely important element of the marketing mix,

because it is the only one able to generate a turnover for our
service. Our prices are relatively high as we are providing a
unique service. We will charge according to the size of the gift
that is to be wrapping and also we charge the cost of the
material which use in wrapping the gift. Further pricing options
include Basic Price, Discounts, Add-One’s and extra products and
services, Warranties, Refunds, Order Cancellation terms
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(b) Placement or distribution

Since it is new business so the service will be provided on our

main service centre / outlet that is located in the heart of city
and all the distribution will also take place from there.

(c) Promotion

In order to promote our business and give information to our

targeted market about our service we will promote our service
through various ways such as:

ADVERTISMENT

We can attract people through effective

advertisements on newspaper and magazines.

INTERNET
The internet offers plenty new marketing
communications channels to inform customers about our
service. We will deploy internet technologies to find new
ways to improve and sustain advertising activities, sales
promotions, public relations, or to proceed to direct
marketing campaigns using e-mail or websites. Another
typical usage of the internet can materialize in assistance
of the buying process: we can present our products online
and sell them through your offline force

(d) Product

It is a new gift wrapping service to express the feeling in a

different way. This service id trade for everything to do with the
gift wrapping. It aims to provide innovative and quality service to
their customers by replacing traditional style of gift wrapping.
With the extensive range of premium quality gift wrapping , this
service always make sure that the selected gift is dedicatedly
wrapped in an exclusive and attractive packaging.

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 3.7: MARKETING RESEARCH
Marketing research is used to support, development,
implementation and evaluation of strategies and action
programs.
If we want successful and profitable business, we have to search
market first rather then stating a business without research and
knowing whether our target market want our service or not. By
research will enable to know the needs of our customer about
our product. This will also help in establishing our business well
and in short time. Feedback from customer should be considered
in order to develop our product according to the needs of
customers. Research also helps us to plan where to make outlets
and core area of our market from where we can get maximum
and healthy profits.

4.0: BUDGET

CELEBRATIONS ha approved a capital budget of 1,000,000

related to the development and further expansion of the
business. In the budget, sufficient resources are allocated for
building of the service outlet. The budget further allocates
resources for the purchase of raw material that is used in gift
wrapping. A large amount if allocated in the budget for
marketing and promotion of the service which will eventually
take us to high profits in the long run.
This budget allows the company to have a growth rate of 3 to 5
percent for the next year. CELEBRATIONS is poised to improve in
2009. our budget will be the best and efficient as the company
believes it will be able to meet its goals because of the effective
planning.

5.0: CONTROLS
The purpose of the marketing plan is to provide the organization
with a long-term guide for growing its business. The plan will also
serve as a functional short-term document that enumerates the
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activities that must take place. The following will be monitored to
gauge effectiveness:

 Marginal order fulfillment cost

 Annual and monthly repeat business
 The number of complaints or problems as a percentage of
overall sales.

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