Marketing Plan for

Certification, Training
And Technical
Consultancy

GTMSC Page 1
 1.0 Executive Summary
Global Trade and Management System Certifications is in the generic
accreditation and consultancy services to fuel oil distributing and supplying
industry. The company has developed a unique business model to develop
innovative Food Safety Accreditation Training and Consultancy services
customized towards today's Industries needs. We enhance quality, ensure
compliance and reduce risk, helping you invest time and effort where it
benefits your business most. This marketing plan illustrates our market
segments and the strategies we are employing to get customers and create
a solid revenue stream.

We will fund the development of our services by providing consulting

services to create similar training session for corporations who are looking to
use the accreditation programs. These consulting assignments will come
from advertising sponsorship relationships that we will establish with
companies who are interested in embedding their brand and offers inside our
other services and would also like something more custom that they can
offer as their own. In the first 3 years of the business, we expect consulting
to constitute a large portion of our revenue stream.

1.1 Vision

Our vision is to provide industries with quality consulting services and

accreditation programs over the course of their operations. We do this by
providing them with timely interactive technical services that they can
comply on their own that are easy to abide by and have some connection
with current operational environment.
GTMSC leverages our team's development experience to create timely
services quickly. Our marketing challenge is to attract visibility quickly and
we intend to accomplish this by leveraging a multi-pronged approach that
involves Food Industry with wide-ranging R&D programs, and search Agri-

GTMSC Page 2
services provider with optimization strategies to gain market share. As we
gain traction in the marketplace, word of mouth will lift our business
significantly.

2.0 Marketing Objectives

2.1 Mission Statement:

● We are committed to reinventing ourselves every single day in a

consistent, targeted pursuit and undivided services in providing our
customers with a service that consistently exceeds their expectations.

● We believe in providing distinctive certification service, distinguishing

inspection service, training program, and superior quality service for the
discriminating client while ensuring the highest standard of customer
satisfaction and value.

● We are committed to undivided attention to every detail of service with

the highest quality.

● We provide our customers with superior service and always better than
our competitors.

● We recognize the value of community, our members and their

contributions.

In short, we believe in a balanced score card:

Provide a company with an experience that exceeds company

1.
expectations.

2. Deliver financial results to owners.

3. Create job satisfaction for associates.

GTMSC Page 3
We are committed to providing superior service by:

● Constantly listening to our clients.

● Understanding and anticipating customer needs & wants

● Keeping abreast of current trends

● Producing services of the highest quality and consistency

● Continuous arrangement of training program

● Remaining committed to the highest level of ethical conduct

Quality of Service: SERVICES BASED ON QUALITY, CONSISTENCY AND

VALUE

2.2 Objectives

1. To become the market leader in the Certification and Inspection

industry.
2. To create awareness amongst the target market and capture
10% of the target market in the first two years.
3. Acquire contracts of our accreditation program with our 10 to 12
potential clients.
2. Establish Training session for the awareness of our accreditation
programs towards our client.
3. Generate over Rs. 10,000,00 in sales by the end of year 1.
4. Increase sales by 100% by the end of year 2.
5. Generate customer consulting development projects within 12
months.

3.0 Marketing Strategy

We will employ the ‘niche marketing’, that is focusing on a strictly confined

aim of targeting the developing industries and later the developed
industries. By providing exclusive services, we would be able to charge
premium prices.

GTMSC Page 4
Positioning: We are providing service differentiation. Our unique selling
proposition is providing the quality services. Hence, we focus on ‘more for
more’, meaning we provide more value and satisfaction to the customer in
return of price.

Positioning Statement:

Customized dealings anywhere, any time!

4.0 Competition Strategy

The service industry in Pakistan is characterized by three main market
segments:

■ 2nd party Audit services that provide services as subsidiary services.

This category is further divided into:

○ Restaurants namely International chain like Macdonald, KFC,

Pizza Hut, etc.

○ Multinational Companies like P&G, Uniliver, PepsiCo, Craft

(Cadbury’s), etc.

We are offering services which are similar to what we have in mind.

However, they only provide consultancy and auditing services. Other
ancillary services are not available. Rates charged by most companies
are very high and not accessible to a large segment of the industry.
Services provided by local companies lack the sophistication which is
required for auditing or consultancy.

■ Professional Companies such as SGS, BVQI etc.

They are professional Certification firms with an additional service of

technical assistance. However, they also lack sophistication, are
extremely over occupied and don’t provide all the ancillary services.

■ The third segment which is largely dispersed and is the most populated
contains small consultancy companies that provide technical service in
very cheap to the majority of the local industries. These consultancy

GTMSC Page 5
 companies are either small scale companies or specialized 2nd party
companies that are famous for their affiliation with big multinational.

These are mostly disorganized and lack expertise. Their services only
provide limited solution at the required level.

This segment doesn’t compete with what we have in mind. However, a

small segment of this business relating to corporate parties does
interests us.

5.0 Target Markets

Our ideal customer in food industries is who enjoys developing wide-ranging

R&D programs that allows our food safety accriditated program to be
imposed and other applications will then be a necessity , such as the ISO
Standards, BRC, EURO GAP are the main applications we would offer.
Our next ideal Customers are Agri-services provider, which has extensively
using shipment based accriditated programs which applicable to the
exporters. They have a wide range of disposal and export quality products
which need the shipment based food safety accreditation programs.
We would also offer technical consultancy which includes TQM, TPM and 5s
programs which would enhance their operational activities.
Our Services design consulting customer is the VP of marketing or equivalent
position of a medium to large organization who is looking for creative
promotional methods for their products and services.

5.1 Market Definition and Segmentation

We target two segments: Food Industries and Agri-Services Industries that

want to reach them. In both of these segments, customers are Industries and
operational savvy and enjoy creative experiences.

5.1.1. Food Industries

GTMSC Page 6
There are two types of customers that define the demographic of our service
users: industry with developed R&D programs and industry with developing
wide ranging R&D programs, which for the purposes of this marketing plan
will include industries who are eager for imposing the new ideas on their
developing operational environment. The primary difference between the
two demographic segments is who provides the money for service
purchases.

Developed Food Industries

We offer the trimmed back surveillance services of our accredited programs

so that the users can get the taste of our accriditated programs without
committing for our full services.
some features of those surveillance service has been disables so that when
users are satisfied with our service or our programs has become the
necessity of their developed operational program, we would offer them our
full service as if it is part of the our service itself. The Price range is Rs.
20.000 to Rs. 30,000 per month for our surveillance service in order to
create a very low price resistance for our customers.

Developing Food Industries

We offer our full service of our accriditated programs contains a broader set
of features which includes our accriditated programs, training and
consultancy services. The price range is between Rs. 180,000 to Rs. 250,000
per month for our full service in order to create a very low price résistance
for our customers. Our price range can also vary depending on the services
they acquire.

Our Potential Client Lists

Developed Food Industries Developing Food Industries

English Biscuits Manufacturer (Pvt) Shan Food Industries (Pvt) Ltd.
Limited
Continental Biscuits Limited Sheezan International (Pvt) Ltd.
BP Industries (Pvt) Limited Patel Food Industries (Pvt) Ltd.
Ahmed Foods (Pvt.) Ltd. Silver Lake Foods (Pvt) Ltd.

GTMSC Page 7
National Foods (Pvt.) Ltd.
Qarshi Industries (Pvt) Limited
Ethical Foods (Pvt) Ltd
Gujranwala Food Industry (Pvt) Ltd
Pakistan Food Industries (Pvt) Ltd
Habib Oil Mills (Pvt) Ltd
Premier Foods (Pvt) Ltd
Fecto Group of Industries
Clover Pakistan Limited
Engro Foods Limited
Mitchell's Fruit Farm Limited
Jolly Bee International (Pvt) Ltd.
Hilal Confectionery Pvt. Ltd.
Mecca Cola (Pvt) Ltd.
Shangrila Young’s Group (Pvt)
Ltd.
Siama Packaging (Pvt) Ltd.
Meerath Packging (Pvt) Ltd.
Pakistan Dairy Products (Pvt)
Ltd.
G.I Foods (Pvt) Ltd.
Mehran Bottlers (Pvt) Ltd.
Popular Food Industries Ltd.
Fauji Cereals Company Ltd

5.1.2 Agri-Services Industries

Additionally, there is one typically Agro-services Industries who acquire our

services on shipment bases, Their intent is to promote their brand and
products to the demographic that overlaps with our services, and if we
simply offer them a shipment base service which is only the small developed
portion of our service in this sector we are not going to make a revenue
stream on this sector unless we convince this sector to acquire our other
services.

On the other hand, Our QMS services in the agriculture and food sectors are
new systems that are widely recognized in other Asian and European
countries. Knowing the potential to challenge the integrity of our agricultural
products and hamper competitiveness, our working group trying to enhance
the agricultural QMS that assures the quality of the country's plant, fishery
and livestock goods.
Our on plant services provide information relating to on-farm food safety for
fresh produce. The code of practices is designed for use by growers, trainers,
facilitators, auditors and customers to achieve greater certainty and
consistency in the development, implementation and auditing of an on-farm
food safety program.

GTMSC Page 8
Our strategy focuses on developing QMS attributes that can be combined
with our accreditation programs upon imposing the first set of our services;
we will stay in regular contact with our customers. After creating those
attributes and services, we will be able to market fast-turnaround consulting
services to organizations.

Our Potential Client Lists

Agriculture Industries
Fauji Fertilizers’
Al-Hamra Trading (Pvt) Ltd
Matco Rice Processing (Pvt)
Ltd
Malk Food and Oil Mills (Pvt)
Ltd
Pacific Exporter
Riceco Industries
3star International
A.K International
Al-Faizan Rice Mills
Arrow Trading Company (Pvt)
Ltd.
United Distributers Pakistan
Ltd.
United Seeds co. Limited
Taj Enterprises
Khalid Exports International
Saver Crop Sciences
Bayer Crop Sciences

GTMSC Page 9
Transworld Trading Company

6.0 Segmentation, Target and Positioning

6.1 Market Segmentation and Targeting
On the basis of Geographic, Demographic, Behaviorgraphic and
psychographic segmentation factors, we have targeted only some segments
as our market is concerned. These segments are discussed below:

6.1.1 Geographic Segmentation and Targeting:

Country:
We are now launching this service in ‘Pakistan’ as well.

City / Area:
We have chosen following Segments:
■ Urban Areas
■ Karachi / Lahore / Islamabad – at Present
■ Faisalabad / Multan / Peshawar – at Future
■ Other cities – at Future

Reason: because if we talk about Pakistan, we see the potential only in Industrial
hub cities specially the three big cities to welcome a new/innovative service, as
these cities have been doing this in past for other such services too. There are
various reasons for that including the average financial status, local customs,
approach, thinking style, education level of the people living in these urban areas.

Positioning Statement  “First Interactive Euro-Cert services in Pakistan”

GTMSC Page 10
6.1.2 Demographic Segmentation and Targeting:
Period & existence Stage:
We automatically had to concentrate on following Segments:
■ New Developing industries with 2 – 5 years of existence are targeted mainly
■ Agri-Services Industries

Reason: As this service is both for Food and Agri-Service Industries with the
existence period of between 2 to 5 years, because the way different functions are
designed for our services which would be applicable to Pakistan industries.

Positioning Statement  “Diligence Fellow”

Industries workforce Size:

We have chosen following Segment:
● 50 to 200 member workforce mainly or less

Reason: Because the industries in larger workforce usually don’t have these kind of
issues like HR troubles, Quality deficiencies, as we have seen it a no of times. Only
there are some exceptional cases in that segment can have these issues. Although
big Industries can be targeted but the thing which is important is the environment
for the workforce, there can be families with a no. of workforce but very few
executives, those are also targeted.

Revenue:
We have chosen following Segments:
4. 50,millions or above

Reason: Keeping the price of the services in mind, only the Industries with have a
adequate revenue in the selected range can be targeted.

Positioning Statement  “Real value for your money”

Education (for Stake Holders):

We have chosen following Segments:
5. At least over Graduate / Post Graduate
(This factor is actually applicable for the Stake Holders of Industries.)

Reason: Usually it has been observed, that these kind technological services are
usually liked by educated people. Even Graduate would be a lesser boundary, but

GTMSC Page 11
after seeing the emergence of Certifications and Inspections and their penetration
even in the less educated markets, we can say that graduate would be a good
target range under this factor.

Positioning Statement  “A choice of educated people”

6.1.3 Behaviorgraphic Segmentation and Targeting:

Benefits:
Following could be the core benefits which we want to target (that we’ll deliver) by
our Service:
6. Quality Product
7. Revenue Augmentation
8. Confidence
9. A sense of belonging or relationship
10. Happiness

Reason: The benefits which are discussed above are actually the brand promises of
our service, which we delivers by customizing its features to our customers. Those
features are carefully designed to deliver all these benefits to win customer’s
appreciation, association and loyalty.

Positioning Statement  “All in one”

User Status or Loyalty Status:

This factor can be applied by getting the information about the Status of the
Industries for the other services of same category, because as a existing service
product there are no existing customers of this service.

We'll be targeting people who have not left using those related services offered by
same or different brands.

Positioning Statement  “Let’s join the club”

Usage Rate:
We will be targeting Medium or Heavy Users as we find it very hard to put
limitations on a service in terms of conviction which is belonging to industries. We
would need our service to be a in a very best eminence with maximum reliability.

Positioning Statement  “An opportune of excellence”

6.2 Targeting on the basis of some other factors:

GTMSC Page 12
Size of Order:
We are mainly targeting the customers who are expected to take few services, see
the following details:

11. Minimum of 1 and maximum of 2 services are expected from individual

customers

12. Minimum of 1 and maximum of 4 services are expected from Organization

i.e. enterprises, franchises

Positioning Statement à “Don’t waste time….one service at a time for you!”

Purchasing approaches:
On the basis of purchasing approaches we will be targeting following type of
customers:

13. Customers seeking 'Service' (at 1st level) and ‘Quality’ (at 2nd Level), but
caring very less about 'Price'. In other words customers who are willing to
pay fair price for a quality service which serve their purpose.
14. Solution Oriented Customers rather than ‘Price Oriented’ or ‘Strategic
Oriented’ customer.

Positioning Statement à “GTMSC serves your purpose!”

6.3 Targeting Strategies / Strategic Targeting:

Current Strategy:
Looking from one perspective, we have applied the current strategy of
“Segmented Concentration” as we are targeting primarily the Food & Agri-
Services Market by the help of our services i.e. GTMSC.

Looking from a different perspective we have applied “Product Specialization”,

as GTMSC can also target Textile Industry, CE Product Market and Ubiquitous
Equipment Market.

Future Strategies:
We plan to continue apply ‘Product Specialization’ strategy in future too, by
adding multiple features in our service product the demands of different markets.

GTMSC Page 13
We also have plans to apply ‘Selective Specialization’ strategy by separating our
service for different domains/markets the needs/demand of each market and offer
them more vertical depth in market specific features. And we assume that we will
ultimately have to do this as by the time our services product features will keep on
increasing and it will grow harder and harder for us to position our services product
in different markets.

GTMSC Page 14
7.0 Competitive Analysis

S.No Service Type Description

System and Services Certification

This Brand Protection Services which ensure
Brand Protection the promise your brand to consumers will
✗ ✗ ✗ ✓
Services continue to give them the experiences they
pay for and expect.
This Accreditation Program is for any
supplier, regardless of product or country of
BRC origin that supplies food products to UK ✓ ✓ ✗ ✓
retailers and its enhance your food safety
management system.
This Accreditation Program is applicable to
BRC Storage and providers of storage and distribution services
✗ ✓ ✗ ✓
Distribution to food, packaging and consumer products
manufacturers.
This Accreditation Program is to assist
packaging manufacturers, retailers and
BRC Food Packaging ✗ ✓ ✗ ✓
packer/fillers in the fulfillment of their Food
Safety obligations.
Food Safety Certification This Accreditation Program provides efficient
and Food Safety service to help intensify food safety ✓ ✓ ✓ ✓
Management throughout the whole food processing chain.
This Accreditation Program is achieve to
meet the requirements of several global
FSSC 22000 retailers or major branded food companies ✓ ✓ ✓ ✓
under a single, internationally recognized
food safety management system.
This Accreditation Program defines the
elements of Good Agricultural Practices
(GAP)which includes protocols such as
1 Integrated Crop Management (ICM),
GlobalGap ✓ ✓ ✗ ✓
Integrated Pest Control (IPC), Quality
Management System (QMS) and Hazard
Analysis and Critical Control Points
(HACCP)
This Accreditation program provides
independent verification and Accreditation
that the basic manufacturing practices and
GMP
GTMSC pre-requisites necessary for the ✓ ✓ 15
Page ✗ ✓
implementation of an effective Hazard
Analysis Critical Control Point (HACCP)
food safety program are being followed.
 8.0 SWOT Analysis
Strengths

• Strong service supported by excellent team with a strong focus on

excellence, vigorous and competitively priced service in addition to the
speed of completing projects.
• Strong trade name, which has been tested before full implementation.
Emphasis on a subsidize service ethnicity.
• Market conditions are favorable with GTMSC offering new niche spark
in an otherwise stagnant market
• Low development risk as the service currently exists
• Easy, low risk growth through short time to market.
• Transferable business model as a result of similarities in development
and the mores of service providing industry. Ability to capitalize on
training and consultancy with expansion through franchise and other
market segments
• Low management risk due to experienced and enthusiastic team and
the strong diversification of skills and expertise = holistic results
• High gross margins on services, which can be maximized by
negotiating full services agreements with industries.

Weaknesses

• Defendability of concept as the service provider cannot be patented;

this needs to be addressed by building strong trade awareness and
establishing exclusive rights on our trademark system. Focus also on
rapid growth and securing prime sites in target markets
• Service may be vulnerable to weaken over time, which can be
minimized through technical innovation and diversification.
• Sheathing technical knowledge in new enterprises (e.g.
ostrich/crocodile farming).
• Lack integrated approach

Opportunities

• Niche-specific opportunities through monopolizing niche market by

building strong trade awareness and leading the developing business

GTMSC Page 16
 culture through being vigilant with other vending business
opportunities.
• Low restriction to Agri-services industry means there can be diversity
of venues and access to a very diverse target customer group
• Capitalize on diversity of venues and consumer groups to promote and
market expansion.
• International expansion to Mideast-Asia, which has a strong culture for
Wide-ranging programs vending and hospitality.
• Target strategic partner for joint venture, master franchise or vending
of GTMSC.

Threats

• Our competitors relation towards our potential clients means service

secured have minimum life period, however change in this area is slow
• Vulnerability to imitation services from competitors will be reduced
through rapid development of GTMSC service.
• Too many trimmed services toward developed industries means the
GTMSC brand needs to be diversified through developing industries,
training session and technicl placement
• Seasonal demand for GTMSC meaning inconsistent returns. This can be
minimized through diversifying trademark through accreditation
programs and an affiliation towards great brand name.

9.0 MARKETING MIX

8.1 Service:

The first and foremost step for us as service industry would be to gain the
complete trust of our clients. The job of organizing everything related to a
certification requires a lot of hard work, ambition and zeal, but being
accepted by the customer as the core engineer of the whole process is the
most challenging; the rest runs along with the flow. Once the faith of the

GTMSC Page 17
client is attained the role of a service industry can easily be adorned without
much involvement of the respective parties.

Organizing a service industry is not exactly rocket science. Hence, this gives
birth to a question: how would we differentiate our work and skill from other
companies? The answer to which lies in our ability to gain the trust of our
respected customers. By undertaking a project, we would no longer take it as
a completely professional business relationship; to achieve the best results
we would have to take it more as a professional approach.

Company name: By choosing an attractive company name, we would show

our professionalism off at first glance. Global Trade & Management System
Certification.

10.0 CONTROL MEASURES

After beginning our services, following control measures would be taken in
order to check whether our services are a success or a failure:

9.1 Sales Analysis/Sales Target:

With sales analysis we would be able to determine the effectiveness of our

marketing strategy. Sales target would be made quarterly at first to see the
progress of the sale of our services and whether or not it is meeting its
target. Afterwards 6th monthly and yearly sales target would be made.

If the sale is not meeting its target then it would mean that the customers
did not like our services, or that industries are still not aware of the service
or the target is too high so appropriate measures would be taken to solve the
problem. For example, if industries are not aware of the service then we
would intensify our advertising, emphasize on public relations, personal
selling etc.

GTMSC Page 18
 On the other hand, if the sales target is met, it would be mean that the
service was a success and then we would also introduce our other services
too.

9.2 Feedbacks from Customers:

Another method is to get feedback from the customers themselves. We

could carry out a survey, randomly interview customers and fill out
questionnaires. Thus getting feedback from the customers themselves would
let us know how they feel about our service, as they are the ones whom we
are providing service for.
We might also use focus group, which we would outsource. As focus group is
their core competency they would better be able to interview them. Thus we
would only give description and information about our services and the rest
they would do and then they would let us know the result. We would act
accordingly.

9.3 Feedbacks from Salesforce:

The sells force would also let us know the progress of the sale our service. If
most industries are not aware of the service then we could have exhibitions,
sales promotion etc. to create awareness among the mass.

11.0 Conclusion

GTMSC competition in the Food Safety service provider industry is widely

varied. Direct competitors are other established service providers, such as
SGS, BVQI and URS. In such a climate, the opportunities for services will be
awarded to companies that have the ingenuity and creativity to meet the
customers' demands.
GTMSC has the potential to become a highly regarded service provider in
local, regional, national, and international markets. Due to the company's
aggressive marketing strategy, establishment of the company as a "unique"
entity in its industry, careful development of its accreditation programs,
GTMSC has the potential to provide lucrative returns to potential investors.
For GTMSC to achieve status as an industry leader, it must secure initial
capital. This capital will be used for start-up costs, to establish a reputable

GTMSC Page 19
accreditation programs, and to further develop the business, business
infrastructure, internal systems, programs development, and extensive
marketing and geographic positioning. Providing that the company is able to
acquire its funding requirements, GTMSC should be able to achieve
operational success for many years to come.

GTMSC Page 20