Help

Desk
Marketing
Management
Final Project

Ma’am Umm E Habiba

BBA-3 A

1|Page
 #SupportEducation

Group Members

Names: Enrollments:
1. Shoaib Dawood 01-111182-152
2. Osama Nisar 01-111182-082
3. Ch. Hamid Faraz 01-111182-172
4. Abu Huraira 01-111182-167
5. Hamza Saeed 01-111182-032

2|Page
 Table of Contents

Introduction of New Product...........................................................................................................4

Company: CB Safari........................................................................................................................5
Micro environment...........................................................................................................................8
Customers...............................................................................................................................8
Competitors & Suppliers..............................................................................................................8
Employees.....................................................................................................................................8
Marketing Intermediaries.............................................................................................................9
Market Segmentation.....................................................................................................................10
Selection of Target Market Served.................................................................................................11
Buying Behavior of Target Market:...............................................................................................12
Major Influences in Decision Making...........................................................................................12
Pricing Strategy..............................................................................................................................14
Pricing Policies/Objectives & Strategies:.......................................................................................14
Influences on Price Determination:...............................................................................................14
Product Mix Pricing Strategies:.....................................................................................................14
Future Potential of the product......................................................................................................15
Conclusion......................................................................................................................................16
Article Summaries..........................................................................................................................17
Portable Laptop Desk.................................................................................................................18
Google Cardboard......................................................................................................................19

3|Page
 Introduction of New Product
“Help Desk”

Mission: We try to help, improve & encourage students by giving them

valuable products that are helpful in education.

Value Proposition: Support Education

As we know children go to school by wearing school bags. It is useful for carrying books
with them but what if I say, this bag is convertible into desk. It sounds like an imagination but
it is practically doable. As we have seen that many of companies are now taking initiative to
build products by using cardboards For Example; Cardboard furniture, Google Cardboard etc.
We are also taking initiative to build a school bag that can easily be converted into small
table so that children who are going to government school can buy this bag. The purpose for
this product is to help those students who don’t even have furniture in the school. They work
by siting on the floor and due to bad posture of the body they usually get severe back pain. To
resolve this issue we are simply providing a product that would be beneficial for them and
useful in future in fewer prices. Idea behind the project is there are hundreds of government
schools in Pakistan where the students don’t have desks to put their copies and write. So
many students develop a back problem due to the wrong posture of siting and writing things
down at this early age.

4|Page
 Company: CB Safari
Location: Blue Ridge Mountain, Virginia, USA
Founded: August 26, 2012

Founder/ CEO: Chris Jessee

Company history:
Chris Jessee, founder and owner of Cardboard Safari, started making cardboard game head
trophies out of his home after leaving his job at the University of Virginia in 2007. Chris tells
that he was so surprised by the response and demand that he knew that one day he would start
a proper company that would bring wild life to your homes in the form of cardboard
decorative.

Company Description:
Inspired by the landscape that surrounds us, we celebrate the union of art and technology,
joining imagination and fabrication to make beautiful sculptural forms for your home. Our
goal is to make fun products that foster an appreciation for the natural world.
Creativity, conservation, and collaboration are paramount to our mission. Meticulously
developing products on the computer and cutting precision parts on the laser, our designers
strive to meld simplicity and sophistication in their sculptural works of art. The consumer has
an opportunity to participate in the creative process by slotting together and embellishing the
final forms.
Our materials are locally sourced and 100% recyclable.

Products of CB Safari:
CB Safari deals in wild life replica products all made from cardboard. Ranging all the way
from huge wall decorative to small table top decorative.

5|Page
Some Popular Selling Products:

1. Vintage Map Print Cardboard Small Animal Head.

2. Eyan Cardboard Elephant Head

3. Merlin Cardboard Unicorn Head

4. Cardboard Chess Table Top Bundle

6|Page
Avg. Profits per Year:
85000-120000 $

Employed Employees:
220.

Target Audience:
Those middle class people who want innovative and unique environment friendly affordable
in house decorative that would take them to a wild safari imaginary journey.

Price Ranging Of Products:

Our products would cost your wallet from $25 to $150

7|Page
 Micro environment

The micro environment in marketing includes all those micro factors that affect business
strategy, decision making and performance.

Customers
The customers are the central part of any business as they tend to attract and retain most of
the customers to generate revenue. That’s why we will adopt a marketing strategy that will
attract the potential customers and retains the existing customers by taking into consideration
the wants and needs.

Competitors & Suppliers

The competitors & Suppliers of an organization can have a direct impact on business
strategies. The organization must know how to do a competitive analysis of competitors and
have a competitive advantage. Although there is no direct competitor for this product but if it
occurs, by creating good public relations or some sort of partnership with carton factories &
Suppliers, the competitive advantage can be attained easily.

Employees

8|Page
Skilled employees can help an organization to achieve organizational goals and objectives.
As skilled and experienced employees has expertise to support organization to get success.
This begins with the hiring process and continues through regular and timely training and
development sessions. The training and development process helps the employees to work
effectively and efficiently in order to achieve the goals.

Marketing Intermediaries

The way media acts can make or break an organization. Our company should have to manage
a good relationship with media as whatever it shows will directly influence the organization
business. If media will show positive aspect, this will increase the business of organization
and vice-versa. In order to maintain good relations with media we will have to maintain a
public relation with departments who manage events and deal with media on behalf of
company. Organizations must understand the ways which they can reach their customers and
have positive company and brand image in their mind.

Public

It is our duty to satisfy the people at large along with competitors and the consumers. It is an
exercise which has a larger impact on the well-being of the company for tomorrow s stay and
growth. Create goodwill among public, help to get a favorable response for a company.

The Company
When design a marketing campaign, the marketing manager have to consider about company
departments such as top management, finance, R&D, purchase, manufacturing and
accounting….all of them called internal environment.

9|Page
 Market Segmentation
Market segmentation is the process of dividing a market of potential customers into groups,
or segments, based on different characteristics. The segments created are composed of
consumers who will respond similarly to marketing strategies and who share traits such as
similar interests, needs, or locations.
For buying a product there are a lot of customers out there but first we have to decide to
whom we are offering our product and that can be classified into different groups known as
segmentation. There are four types of segmentation named as:

1. Demographic
2. Psychographic
3. Geographic
4. Behavioral

We have segmented help desk with the help of categories given above.
1. Demographic segmentation divides a market through variables such as age,
gender, education level, family size, occupation, income, and more. This form of
segmentation is a widely used strategy due to specific products catering to obvious
individual needs relating to at least one demographic element. Demographically
Help desk are made for low income level. Age of 5 to 15 and can be use by above
ages but not specified on the basis of gender and classified as educational product.

2. Unlike geographic segmentation and demographic segmentation, psychographic

segmentation focuses on the intrinsic traits your target customer possesses.
Psychographic traits can range from values, personalities, interests, attitudes,
conscious and subconscious motivators, lifestyles, and opinions. To understand
the target customers on this level, methods such as focus groups, surveys,
interviews, and case studies can all prove successful in compiling this type of
conclusion. According to Psychographic segmentation (in our case of Help Desk)
it can be used by interest groups. For Example, NGO’s who support education and
help poor people by giving them products they needed to get education but this
will B2B transaction.

3. Geographic segmentation targets customers based on a predefined geographic

border. Differences in interests, values, and preferences vary dramatically
throughout cities, states, and countries, so it is important for marketers to
recognize these differences and advertise accordingly. Geographically the
product will be distributed in internal Punjab, Sindh, Balochistan, KPK & other
Northern Areas.

10 | P a g e
 4. Behavioral segmentation has similar measurements to psychographic
segmentation but focuses on specific reactions and the way customers go through
their decision making and buying processes. Attitudes towards your brand, the
way they use it and their knowledge base are all examples of behavioral
segmentation. For Help Desk, we have segmented help desk on the basis Spending
Patterns and features of products and consumers.

Selection of Target Market Served

Types of Market Served:

Business Markets:
Business Markets are the largest source of selling
products in any country and it exceeds the
consumer markets in terms of monetary value
That’s why we have chosen B2B marketing on
first priority because, in this this type of marketing
business often makes huge contracts. What we are
doing is that we will provide help desks to retail
shops such as (bags shops & Stationary shop) so
that consumers can easily approach it. To make
help desks we also have contracts with carton
factories located in Karachi and Lahore and that is
also B2B marketing.

Consumer Markets:
As we know the importance of consumer market that’s why
we have taken initiative to cater consumers directly by
opening company outlets in the areas where there are less
retail stores in internal Punjab, Sindh and other areas of
Pakistan. Such as Baluchistan, Northern Areas. This helps
the company to fill the remaining gap from where the
company can maximize its profits. It will enable us about
what other things related to education is needed by students
and it will create more opportunities.

11 | P a g e
Buying Behavior of Target Market:

Buying Decisions:
As a rule of thumb, the more expensive the good or
service, the more complex the buying purchase
decision becomes. For example, if we compare that a
person wants to purchase a bag for his child and he
gets his education from government school but there
are a lot of brands exist in the market. First he will
decide what amount can he spend (Income Barrier)
then he will decide what type of bag should be
purchased in order to satisfy need. By seeing help
desk bag having low price but a lot of benefits such
as bag as well as desk then the decision will be
obvious.

Customers in Buying Decisions:

For buying a product there are a lot of customers out there but first we have to decide to
whom we are offering our product and that can be
classified into different groups known as
segmentation. Segmentation has already been
explained earlier but if we explain briefly we have
segmented help desk with the help of categories
explained in market segmentation. Demographically
Help desk are made for low income level. Age of 5
to 15 and can be use by above ages but not specified
on the basis of gender and classified as educational product. According to Psychographic
segmentation it can be used by interest groups. For Example, NGO’s who support education
and help poor people by giving them products they needed to get education but this will B2B
transaction. Geographically the product will be distributed in internal Punjab, Sindh,
Balochistan, KPK & other Northern Areas. At last in Behavioral segmentation we have
segmented help desk on the basis Spending Patterns and features of products and consumers.

Major Influences in Decision Making

Economic Factor:

The most important and first on this list is the Economic Factor. This one is the main
foundation of any purchasing decision. The reason is simple people can’t buy what they can’t

12 | P a g e
afford. The need of a product also doesn’t play a role here, but the most important thing is
affordability.

Functional Factor:

The factor is totally about needs, backed

by a logic that what makes sense and also
fits in the best interest of the customer.
This one factor also plays a very
important role in the buying decision.

Marketing Mix Factors:

There are 4 components in the marketing

mix, i.e. product, pricing, promotion and
place of distribution and each of these
components have a direct or indirect
impact on the buying process of the
consumers. The consumers consider
various things like the characteristics of
the product, price charged, availability of
the product at the required location and
much more.

Personal Factors:

The personal factors include age, occupation, lifestyle, social and economic status and the
gender of the consumer. These factors can individually or collectively affect the buying
decisions of the consumers.

 Psychological Factor:

When it comes to the psychological factors there are 4 important things affecting the
consumer buying behavior, i.e. perception, motivation, learning, beliefs and attitudes.

Cultural:
In this process consumers’ decision making are affected by their cultural differences such as
Negativity about education, child labor.

Pricing Strategy

13 | P a g e
Pricing Policies/Objectives & Strategies:
Pricing can be defined as the process of determining an appropriate price for the product, or it
is an act of setting price for the product. Pricing involves a number of decisions related to
setting price of product. Pricing policies are aimed at achieving various objectives.
1. Survival
2. Maximum Current Profit
3. Maximum Market Share
4. Maximum Market Skimming
5. Product-Quality Leadership
6. Other Objectives

The situation we can face by introducing help desk in the market is those powerful parties
who have a business of child labor. They don’t want children to be educated. That’s why we
don’t know whether we will be successful in persuading our target audience or not. We are
choosing survival strategy by cutting cost to some extent so that we can cover our costs. By
achieving short term objectives and goals we will be able to survive in long run and will be in
situation of capturing maximum market share.

Influences on Price Determination:

Factors that can affect our price determination of
Help Desk are:
1. Economic (Education Situation)
2. Marketing Mix
3. Child Labor (To make product
successful in the market there should be
awareness about the importance of
education)
4. Promotion

Product Mix Pricing Strategies:

Initially we are opting product line pricing and product bundle pricing because we are
introducing same product such as laptop bag and standing tables for Computers and Laptop.
That needs product line pricing that can be
defined as pricing of the similar products in a
same categories or SBU’s. Product Bundle
pricing is due to we are stretching are product
line by installing an alarm for “Find My Bag”
facility. This will cost little bit more but still it
will be affordable by any class (lower, middle
etc.). Bag with this facility will be priced as product bundle pricing. We will also use
geographical pricing for different areas of Pakistan because every lower class doesn’t have
equal distribution of wealth.

14 | P a g e
 Future Potential of the product

If we want to look at the future potential of our product which is “Help Desk” we can do so
by looking at SWOT Analysis and Ansoff Matrix and they will tell us our strengths,
weakness, goals and the obstacles we are facing or might face in future (SWOT Analysis).
Furthermore it will also help us determine whether to increase the product line or enter new
markets or penetrate in the current market to completely enter new market with new product
(Ansoff Matrix).

SWOT Analysis:
Strength: New product in Pakistan and have no such competitors, Strong target audience
and low prices.
Weaknesses: Business hasn’t been
established, lack of capital and less
number of suppliers.
Opportunities: Opportunity to cater
wide variety of products used in
education and most important is, by
creating awareness and persuasion help
desk cannot only be used by only poor
people but also by upper and middle
class. If you want go for outdoor studies
and you don’t have such material or
equipment to sit anywhere to study. This
can be helpful for them. Innovation and
ways of cost cuts due to because there is
no such competition.
Threats: Product Failure, Failure in Awareness programs. In internal Punjab and Sindh
some forces are there who are against the child education.
We have to make sure that we build a strong foundation on our strengths and try to overcome
our weaknesses as soon as possible and try to grab the opportunities as quickly as possible
and tackle all the obstacles in the present future as quickly as possible.

The ANSOFF Matrix:

Help Desk is a new product introduced in Pakistan for the very first time. We are developing
product as well as entering a new market and that is known as diversification. We don’t

15 | P a g e
think that the concept of market penetration exists in this case because we are entering a new
market with a relatively new product.
In market development we are targeting lower middle and lower class student from the age of
5 to 15 studying in 1 class to matric. In future we can look to expand our market if our
product does well and we overcome our weakness as mention in SWOT Analysis, we can
also introduce new products in the future in same market if our Help Desk proves to be a
success in existing market.

Conclusion
Every day children all around the world go to school by wearing school bags. It is useful for
carrying books with them but we are launching a bad made of Cardboard that will turn into
desk as well. Inspired from Jessee’s CB Safari, we have decided to launch this product for
those kids who don’t have furniture in their schools and have to sit on floor and we are
providing them with Help desk (a compatible bag which can be turned into desk). Idea behind
the project is there are hundreds of government schools in Pakistan where the students don’t
have desks to put their copies and write. So many students develop a back problem due to the
wrong posture of siting and writing things down at this early age. At the price of Rs.300,
Help Desk is fairly affordable product which people of any group can buy. Our main target is
low income people and target age group is of course kids under the age of 16 since they are
the ones who will use this product mostly. Our main aim/goal is to that the product will be
distributed in internal Punjab, Sindh, Balochistan, KPK & other Northern Areas because
these areas are the one where people are mostly low income and most of the schools are
underdeveloped and we feel our product can prove to be a difference maker for some kids at
least. Our Value preposition is to support education and our mission is to provide all needy
with these help desk who don’t have furniture in their schools and we would also take help
from interest groups and NGO’s to provide this product to majority of these needy kids in
areas ill all the areas of Pakistan especially those interior areas where condition of school is
worse and quality of education is low.
One challenge we face is child labor especially in the areas of interior Sindh and KPK, those
people don’t educate their kids so our strategy is market survival. By achieving short term
objectives and goals (which in this case is survival) we will be able to survive in long run and
will be in situation of capturing maximum market share.
Since this is a new product in Pakistan we have no such competitors in market and we have a
strong target audience and since we’re charging low prices I think we have strong
foundations to be a successful product in the market. On the other hand we do have a
downside as well because we aren’t established yet and we have very less capital but if we’re
to tackle that in future our product has a potential to a success in not only existing marketing
but in new markets as well.

16 | P a g e
 Article Summaries

Portable Laptop Desk

(Article Summary)

If you peek into any office, you'll likely see at least a few people at standing desks. More and
more offices are jumping aboard the standing desk bandwagon, from Australia's prime
minister to the White House. Some studies say prolonged sitting isn't good for your health;
others say standing improves group collaboration; and still others say sitting for hours is
actually OK. New Zealand-based Refold is yet another company to enter the game in an
attempt to change the way we work. Its $250 standing desk is foldable, portable and
recyclable — and that's because it's made of cardboard. (Other models, which are typically
made from steel and wood, can exceed $1,000.). You assemble the desk by folding it and
locking it into place via slots within the cardboard, which is 0.2 inches thick. The desk can
hold up to 187 pounds and can last an estimated one to three years, depending on how much
you use it, according to the company. The small is 3.28 feet high; the medium is 3.45 feet; the
large is 3.61 feet. A cardboard desk does have some obvious drawbacks. You could easily
ruin it, for example, by spilling a glass of water or trying to transport it in the rain. (You can
purchase one with a waterproof top for $300, or buy the waterproof top separately for $90).
Still, you'd have to chuck the desk when it wears out. Plus, the person in the photos above
looks like he's still craning his neck quite a bit; simply placing your laptop atop something
tall doesn't have the same ergonomic benefits as a true tabletop desk.

Google Cardboard
(Article Summary)

17 | P a g e
By now you’ve probably heard about virtual reality. (Heck, the technology has even found its
way into a Hot Pockets commercial!) But while some of the best virtual-reality
devices include the Oculus Rift, the Samsung Gear VR and the Sony PlayStation VR — all of
which cost well over $100 — you’ll find an intriguing device at the other end of the price
spectrum.  Enter Google Cardboard. Originally introduced at the company’s developer-
focused I/O conference in 2014, this device is made of (you’ve guessed it) cardboard, and is
essentially a mount for a smartphone.

Cardboard’s been billed as a DIY virtual-reality headset, and its creators at Google have said
they hope to encourage VR development and drum up interest in virtual reality by making
Google Cardboard so accessible. 

The Cost
By accessible, I mean cheap. Compared to other products in the VR category, the Google
Cardboard is a steal. Through Google's website, you'll find Cardboard headsets starting at $5,
with the most expensive option going for about $70.

The Hardware
Though the idea for Cardboard came from Google itself, the company established a set of
specifications so that many third-party manufacturers could offer their own hardware. The
standard specifies the parts needed for assembly, including cardboard, 45mm focal length
lenses, magnets a rubber band and more. A near field communication (NFC) tag is optional;
when it’s included on a Cardboard device, the phone will read the tag and launch a specified
Cardboard-compatible app. The basic template is available for download on Google’s

18 | P a g e
website; letting manufacturers large and small try their hand at VR. Back in 2014, Volvo
released its own Cardboard headset

Works with Google Cardboard Certification

Companies can even apply for Works with Google Cardboard certification, which indicates
that a third-party device will support apps created for the Google Cardboard ecosystem.
(Within the Cardboard app, you’ll find a selection of compatible apps for the device.)

The Future of Cardboard

The materials may be inexpensive, but don't let that fool you; Google Cardboard is a serious
endeavor. The fact that the company knows mobile so well — thanks to its Android operating
system — means it's in a prime position to deliver smartphone-based virtual-reality
experiences, and we've already seen a few companies jump on board with apps meant for
Cardboard users. 

19 | P a g e