Entrepreneurship project

THE CARING HANDS Housekeeping service providers

Submitted by: Muhammad Hassan Javed Submitted to: Sir. Date of Submision: 3rd March, 2012

Allama Iqbal Open University, Islamabad

THE CARING HANDS

Mission Statement:
To responsibly and ethically provide well trained and dedicated staff to smarten your house

Vision Statement:
We Care for you.your true friends

Introduction: THE CARING HANDS, a housekeeping company came into existence at 1st Feb. 2012 as a private limited company, which is then registered with Securities and Exchange Commission of Pakistan at 14th Feb 2012 as a public limited company and with Karachi stock index, Lahore stock index and Islamabad stock index. We are dealing with in wide range of housekeeping services that are required to run a house properly and now days due to increasing trend of working women they are not able to divide their time properly to both office and their home. We are here to make the lives of working women easier and to give them helping hands which facilitate them to create a work-life balance. We are to share your problems regarding your home as we have a well-trained staff including. Maids to clean your house, Washer man to wash your cloths, Nanny to take care your children, Security guards to take care of your home,

Cook, Sweeper, Gardner, Tutor, Qari, Electrician, Plumber, Painter, Driver and e.t.c 1. Long run opportunities in market: Increasing trend of working women in our society has created a vast space and has opened so many doors of opportunities for housekeeping business. 2. Target market: Our target customers are homes of working women of our society who cant give time properly to cooking, washing or to take care their children, 3. Segmentation variables in market: There is no single way to segment the market. Different variables are Geographic segmentation: In beginning we focused only twin cities then slowly extend it in Lahore and Karachi also. We focus on big cities of Pakistan majorly where the trend and need of working women is increasing day by day. Demographical segmentation: We have segmented our market on the basis of their income levels and specially have targeted the occupation, houses of working women. Psychographic segmentation: We have targeted the lifestyle of our customers, which are working parents and leave their children and home behind while office hours. Behavioral segmentation: Our customers are regular users because they need our services on regular basis. Many of our customers are very loyal and are life time users. 4. Profiles of resulting segments: We focus major cities of Pakistan where the trend of working women is increasing day by day due to our economic situation and due to more educated females now. 5. Most attractive segments

Our most attractive segment is the working class of the society. Mothers who have not plenty of time to manage their house responsibilities as cleaning, washing clothes, to teach their children, to take care of them and to take care of their home also. We share their responsibilities and facilitate them to manage their office without any tension of their house and family because we are the true caring hands. 6. Possible positioning for each segment We position our company as a true caring hand for the working class of our society where the parents have no sufficient time to perform their responsibilities at home. 7. Select, develop, and communicate chosen position concept:
positioning means to create an image of a product in the mind of customer mind. An act of developing and designing the companys offering and image to occupy a distinctive place in the minds of the target market. Goal is to locate the brand in the minds of consumers to maximize the potential benefits to the firm. A good brand positioning helps guide marketing strategy by clarifying the brands essence, what goal sit helps the consumers achieve, and how it does so in a unique way. Basically there are three types of positioning concepts:

1. Functional positions, which gives the feeling to customer that certain product

Solve problems Provide benefits to customers Get favorable perception by investors and lenders Self-image enhancement Ego identification Belongingness and social meaningfulness Affective fulfillment Provide sensory stimulation Provide cognitive stimulation

2. Symbolic positions, a product which is used for

3. Experiential positions, the products which

Select: Our Company is creating functional position of the product in the minds of our customers which solves the problem of our target customers; provide benefits by providing sublime services which are important to run a house effectively and efficiently.

Develop: Our Company is developing position by developing our marketing mix as given in the following. 1. Product 2. Place 3. Promotion 4. Price 5. People 6. Physical environment 7. Process

1. Product :
Product is a bundle of attributes in fact. It comprise of two factors Actual factors We make our services cost effective; have our special set of ethics and organizational culture and focuses on performance. Perceived factors We have created an unambiguous image of our company that it understands the problems of all working females which have to take care of their house besides doing job. We understand the requirement of our targeted customers and design our services as per our customers needs or wants.

Total product concept:

o Basic core: its basically the bundle of utilitarian benefits that a product or service provides and differentiate it from its competitors. Core of our service is the hygiene and care o Accessory ring: the added-value benefits with no apparent extra cost (e.g., discounts, free installments, warranties, manufacturer prestige, convenient location, etc.). We make our accessory ring by offering our services at 10% discount in first ten days. o Psychological ring: it is the ring of customers feeling that comes from the resulting benefits associated with owning/using the product/service (e.g.,

belonging, youthful, powerful, etc.). We provide a sense of being cared with hygiene.

2. Price: We give value for money of our customers. rational rates as following Services Maids to clean your house Washer man to wash your cloths, Nanny to take care your children, Security guards to take care of your home, Cook, Sweeper, Gardner, Tutor Qari, Driver Electrician, Plumber, Painter,

We provide our services at very Rates (per month) Rs 5,000/Rs 5,000/Rs 8,000/Rs 10,000/Rs 10,000/Rs 4,000/Rs 7,000/Rs 2,000/-(per subject) Rs 5,000/Rs 10,000/Charges as per services provided Charges as per services provided Charges as per services provided

3. Place: We place our services making easy access to our target customers. We make convenience of our customers our first priority so we make easy contacts through E-mail, phone, and even by postal meet. Our customers can place their orders by contacting us as per their convenience. We have built a strong channel structure in the main cities of country as in Islamabad, Lahore and Karachi. We have our offices at different residential areas which provide our service providers at your home after training them. 4. Promotion: We believe in WOMM (word of mouth marketing). Our satisfied customers are our ads. However we make our existence visible by using print media and electronic media also through brochures, hoardings, and advertisements. 5. People: our people (employees) are our biggest asset. We focus on our employees the most and give them appropriate trainings. 6. Physical environment: phy environment is the feeling which you get with service or a product. We give you the feeling of security, being cared, integrity, hard work, and loyalty. Hygiene is our main principle.

Communicate: We communicate our core concept to our customers through our mission statement and vision statement as Mission Statement: To responsibly and ethically provide well trained and dedicated staff to smarten your house Vision Statement: We Care for you. your true friends

8. Design market strategies We have developed complete marketing strategies for all the stages of our companys life. A product/service face 4 stages in its life i.e introduction stage, growth stage, maturity stage and declining stage.

9. Plan market prog

Plan of Marketing Program:

Situation Analysis

Implementation, Monitoring & Control

Development of Market Strategy

Developing Plans / Tactcs

SITUATION ANALYSIS: Analysis of environment

Two types of environment

External Environment o Macro Environment o Competitive Environment Internal environment

External environment is a combination of uncontrollable factors Management has to adopt accordingly

Subcomponents of Macro External Environment are

a. Social Values, traditions, religion, etc. b. Political Tax, duties, import policy, export policy, etc. c. Environment economic indicators, at micro level demand, supply, elasticity etc., and at macro level GDP, unemployment, technological etc. d. Demographics Study of population age, sex, income, occupation, etc. Subcomponents of external competitive environment are:

a. Threat of new entrants Easier the entry Higher the competition b. Bargaining power of supplier Higher the bargaining power lower the competition c. Bargaining power of buyer Higher the bargaining power higher d. Threat of substitute e. Intensity of rivalry f. Complementor Internal environment scan is done for controllable factors like

a. b. c. d. e. f. g.

Vision Mission Objectives Physical environment Technology Organizational Culture Norms and practices in an organization Technology

h. Resources HR, Finance, technical etc. After Internal / external analysis

Positioning is done through SWOT analysis to find answer of the questions: o o o What we are? Where we are? Where we should be?

Strategic fit should be the search.

DEVELOPMENT OF MARKETING STRATEGY: Product Strategy Pricing Strategy Promotion Strategy Distribution Strategy Placing Strategy

DEVELOPING PLANS / TACTICS For example, Buy one get one free, Sales on the winter stuff upto 70%, give aways

IMPLEMENTATION, MONITORING AND CONTROL: If at the implementation stage Strategic Drift occurs, Monitoring can identify such drift and the same can be managed through strategic shift.

10. Organize, implement and control market effort

IMPLEMENTATION, MONITORING AND CONTROL: If at the implementation stage Strategic Drift occurs, Monitoring can identify such drift and the same can be managed through strategic shift.

The end