PRINCESS CRUISE

GROUP MEMBERS

Saba Khan

Maria Ayaz Khan

Aamir Saleem

Raja Talib Hussain

BUSINESS Targeted at elite and upper middle class People here want to showoff themselves A unique and completely new idea to the

market in Pakistan Provide services for arranging marriages

on cruises while in sea or anchor at harbor Cruise at sea has became an adventurous

and exciting event in modern life Every one comes with a free mind Arrange functions up to a capacity of 600

guests

COMPETITIVE EDGE Complete range of wedding services

under one roof Offers its customers the ease of one-stop

shopping The company will leverage its expertise

in planning such events to competitively position it as a premier provider of wedding services

All members have very strong communication skills that will help develop the 'buzz' about the high quality of the services

MANAGEMENT SUMMARY Wedding organizers are Maria, Saba, Talib and

Amir Have planned and serviced over 150

weddings and receptions knowledgeable about all areas of planning,

decorating, as well as budgeting Maria and Saba have a BS in Communications

and a minor in Interior Decorating Amir has an Associate Degree in Fashion

Design Enjoys all aspects of planning traditional and

nontraditional weddings.

MISSIONPRINCESS CRUISE Wedding Organizers is a

full service company that provides complete consulting services for weddings,

and special occasions

OBJECTIVES Provide comfort, leisure and ease to

customers and make their stay with us a pleasurable and memorable experience

Offer a host of packages and services specifically tailored to the needs of each couple and family priorities

High amount of revenues expected

KEYS TO SUCCESS Service our clients' needs promptly and

efficiently Maintain an excellent working

relationships with vendors$ such as florists, hair salons and bridal shops

Maintain a professional image at all times

STARTUP SUMMARY Handle day-to-day operations of the plan

and will work collaboratively to ensure that this business venture is a success

Estimated start-up costs will be $.3,000 (including legal costs, logo design, advertising, direct mail, and related expenses)

An additional $.5,000 will be required in the bank account as an operating capital for the first two months of operation

The start-up costs are to be financed in equal portions by the owners' personal funds

COMPANY STRUCTURE

CEOSaba Aurangzeb Khan

DirectorRaja Talib Husssain

Marketing Head

Maria Ayaz Khan

Finance HeadAamir Saleem

NATURE OF COMPANY Partnership of four members

Maria Ayaz KhanSaba Aurangzeb KhanAamir Saleem Raja Talib Hussain

Agreement of equal sharing of profit and loss

COPY RIGHTS The intellectual property including

patents and trademarks have been issued by the PTA (Pakistan Trademark Association)

enables the company to have distinctive nature compared to its competitors within the industry

INDUSTRY ANALYSIS A cruise ship or cruise liner is a passenger

ship used for pleasure voyages, where the voyage itself and the ship's amenities are part of the experience

Cruising is becoming a major part of the tourism industry, with passengers increasing each year

Although facing increasing competition from caterers who plan and organize weddings on ground, Princess Cruise has a unique advantage over the rest in the industry

…… Cruise ships operate mostly on routes

that return passengers to their originating port

Some cruises also engage in longer trips which may not lead back to the same port for many months

MARKET ANALYSIS SUMMARY Nearly $.35 billion is spent every year

on weddings and receptions Professional wedding organizers are a

commodity, not a calamity PRINCESS CRUISE Wedding Organizers

are full-service wedding organizers that offer a variety of services

Packages to suit everyone's needs and budgets

MARKET SEGMENTATION Although the flash and excitement of

impending nuptials can be intoxicating, it can also be overwhelming

Primarily marketed our services to the people who need them most--brides and grooms

Another customer segment is represented by the numerous family members and guests attending weddings, anniversaries, and similar events

MARKETING PLAN A marketing plan is a written document

that details the actions necessary to achieve one or more marketing objectives

A marketing plan may be part of an overall business plan

Solid marketing strategy is the foundation of a well-written plan

While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use

SERVICE PRODUCT PACKAGES Exclusive: 3 days trip for single

Wedding Afloat function (at sea) up to 600 guest

Premium: 3 days trip for two simultaneous Wedding Afloat functions (at sea) up to 300 guests each

Creek Breeze: Night/day reception for single Wedding Afloat functions on board ship at anchor in DHA Creek up to 300 guests

…….. Exclusive & premium package is unique in

nature which include;Temperature controlled swimming poolTheaterMusic show/concert Coffee bars/banquet hallsSun bathIncredible sight scene View of sun rise & sun setComfortable accommodationSeparate entertainment venues for childrenExclusive seating on upper deck for

couples

MARKET SEGMENTATION The process of dividing a market into

distinct groups of buyers with different needs, characteristics, or behavior who might require separate products marketing program is called Marketing Segmentation

This enables us then to “treat” each segment differently by: Providing different products/services (e.g. some consumers like cola taste, while other prefers lime)

Offering different prices (some consumers will take the cheapest product available, while others will pay for desired features)

……. Each segment must have an identity i.e. it must

contain members that can be described in some way (e.g. price sensitive) that behave differently from another segment

Each segment must engage in systematic behaviors (e.g. a price sensitive segment should consistently prefer the low price item rather than randomly switching between high and low priced brands)

Each segment must offer marketing mix efficiency potential – i.e. it must be profitable to serve. For example, a large segment may be profitable even through the competition it attracts tends to keep prices down

The market consists of many types of customers, products, and needs

……. Consumers can be grouped and served in

various ways based on geographic, demographic, psychographic, and behavioral factors

Geographic Segmentation calls for dividing the market into different geographical units such as nations, regions, states, counties, cities, or even neighborhoods

Demographic Segmentation divides the market into groups based on variables such as age, gender family, size, family life cycle, income, occupation, education, religion, race, generation and nationality

…. Psychographic Segmentation divides

buyers into different groups based on social class, lifestyle, or personality characteristics

Behavioral Segmentation divides buyers into groups based on their knowledge, attitude, uses, or response to a product

TARGET MARKETING Evaluation of each segment was done and

found that geographically Karachi segment has most potential customers

Demographically upper class and upper middle class youngsters of age between 20-40 from any religion/race Pakistani in general and foreigners businessmen/diplomats in particular are the targeted segments

Psycho graphically those from above segments who are authoritative, means independent in making decision and are ambitious and achievers,

…… Combination of this selected

segmentation is our target market Target market strategy Princess

cruise has adopted concentrated marketing i.e. niche marketing strategy in order to save the marketing effort and expenditure

MARKETING MIX Set of controllable tactical marketing

tools such as service product, price, place and promotion that the firm blends to produce the response it wants in the target market

The products of Princess cruise are the services in three different packages such as Exclusive, premium and Creek Breeze

The Marketing mix consists of everything the firm can do to influence the demand for its product/service

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PlaceChannels, Coverage, Assortment, Locations, Inventory, Transportation, Logistic

Target Customers

SERVICE PRODUCT Princess cruise has variety of services in

pipe line to come but few, in the market are

Wedding afloat(at sea)

Wedding Afloat(in harbor)

Creek breeze

Wedding Afloat(at Resorts)

Exclusive Mehendi Yet to be launched

Premium Nikah

valima

Birthday

SERVICE PRODUCT MIX Princess cruise has three service lines

wedding Afloat (at sea)wedding Afloat (in harbor)Service line yet to come is wedding

Afloat (at resorts) Service depth consists of Exclusive and

Premium under Wedding Afloat (at sea) Wedding Afloat (in harbor) creek breeze,

has service depth of packages such as mehendi, Nikah, Valima and Birthday when these services are considered all together it is called service(product) mix

PRICE The amount the company has set for each

service product, which customer pays to avail these services

Wedding Afloat (at sea) Exclusive

Per head $.25,000/- Maximum number of guest (heads) up to 600

Premium Per head $.25,000/- Maximum

number of guest (heads) up to 300

Wedding Afloat (in harbor) Creek Breeze

Per head $ 10000/- Maximum number of guest (heads) up to 300

Wedding afloat (in Resorts) Yet to be considered

PLACE

PROMOTION Communicate information and increase sale

regarding brand Princess cruise and its service product Wedding Afloat (packages) to target market

During the campaign of promotion, number of Businessmen, official, Media teams, journalist from various religion/races were taken on board out at sea to give them the feel of luxury of cruise, ambiance, facilities, hospitality of our crew and services

Marketing collaterals have also been printed to use them for promotion of service product

……. Internal Marketing means that the

service firm must effectively train and motivate its customer contact employees and supporting services people to work as a team to provide customer satisfaction

Interactive marketing means that service quality depends heavily on the quality of the buyer seller interaction during the service encounter

…. company has to master interactive marketing

at all three levels – Calls, Clicks, and Visits

Company

External MarketingInternal Marketing

Interactive Marketing

Employees

Customers

DISTRIBUTION CHANNEL In product business, product are

standardized and sit on shelves waiting for customer but in a service product – business the customer and front line service employee interactive to create the service

Therefore there is need that service provider must interactive effectively with customers to create superior value during service encounters

Successful service companies focus their attention on both their customers and their employees

…… Understand the service profit chain which links

service firm profits with employee and customer satisfaction

Chain consists of five links; Internal service quality: superior

employee selection and training Satisfied and productive service

employees: more satisfied, loyal, and hardworking employees

Greater service value: more effective and efficient customer value creation and service delivery

……. Satisfied and loyal customers:

satisfied customers who remain loyal, repeat purchase, and refer other customers

Healthy service profits and growth: superior service firm performance

ADVERTISING Awareness of customers about the

service is as important as the service itself

For success of service product in the market, companies need to advertise and promote vigorously

Eye catching advertisement using Electronic, print and Out Door media is being done effectively

….. Television Advertisement has been a

very effective because of its ability to combine visual images, sound, motion and color to create permanent image in the minds of customer and provoke the need of experiencing it

Geo TV ARY Digital PTV AAJ

…. FM Radio is another effective media of

advertising, this media is also being utilized to promote and advertise our service product

Web site launched has proved to be the most effective in creating awareness among customers and most of the booking is being done through this media

Print Media Travel guides, news papers and

business magazines are being used to advertize and promote Princess cruise through print media

Out Door Media Bill boards and Posters at national

airports and at hotels are attracting more number of customers.

SALE PROMOTION & PR The company frequently holds

receptions and sponsors concerts in prominent clubs of Karachi, Islamabad and Lahore inviting elite class diplomats and Govt. officials to promote service product and improve PR.

FUTURE MODIFICATIONS The company is in negotiation with Dubai based

Investment company ALQURB Pvt Ltd for joint venture in this business

The company has planned to develop the Astolia Island and its beach into Wedding Resorts where we will be able to extend our service by introducing new service products “wedding at Island Resort” and Weeding at Beach Resort

Astola Island is 150 miles in the west of Karachi and 2 KM south of Pasni. This Island is 2 miles long and half mile wide having beautiful sandy beach and high ground up to 600 ft above the sea level

It is an ideal place to build wedding resort and develop the beach to attract customers those want to have unique and everlasting memorable experience of their life

….. The Island will be converted to natural green

Palm Tree Island. A total of 50 duplex resorts and two banquet hall with fresh water swimming pools would be constructed by 2015

Our earlier service products are already unique in nature and addition of Astola Island wedding service product would make us unbeatable because no other would be able enter into this competition because Pakistan is blessed only with one such Island and that would be owned by our company

We expect by 2015 Princess cruise company would be a true unique leader among wedding service providers

STRATEGY AND IMPLEMENTATION Our strategy is simple: we intend to

provide our customers with a wide range of services custom tailored to their individual needs

whether they require a complete package, or simply consulting on a particular service, we can help

SALES STRATEGY Advertising in the Yellow Pages - two inch

by three inch ads describing the services will be placed in the local Yellow Pages

Placing advertisements in the local newspapers, including The News, Dawn, Akhbar-e-jahan, Jang etc

Developing affiliate relationships with other service providers (florists, hair stylists, caters$) that would receive a percentage of sales to the referred customers

Word of mouth referrals - generating sales leads in the local community through customer referrals

FINANCIAL PLAN Break-even Analysis

The following table and chart summarize our break-even analysis

…… Monthly Revenue Break-even

$.4,804 Assumptions:

Average Percent Variable Cost 0%

Estimated Monthly Fixed Cost $.4,804

PROFIT AND LOSS

……

…….

…….

PROJECTED CASH FLOW

GENERAL ASSUMPTIONSFY 2001 FY 2002 FY 2003

Plan Month 1 2 3

Current Interest Rate

10.00% 10.00% 10.00%

Long-term Interest Rate

10.00% 10.00% 10.00%

Tax Rate 25.42% 25.00% 25.42%

Other 0 0 0

END OF PRESENTATION

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