DAYDREAM HOLIDAYS.COM

DAY DREAM HOLIDAYS

PRESENTED BY:

M. SAJID IQBAL

RABEEA HAIDER

TALAT NASEEM

TOUFEEQ AHMED

Agenda of Marketing Plan

Question & Answer

Executive Summary

Situation Analysis

Objectives

Strategies

Tactics

Budget

EXECUTIVE SUMMARY

• DayDreamholidays.com is an online B2B and B2C Hotel reservation packages selling portal with annual sales of 350 million.

• DayDreamholidays.com will be marketed as a unique online holidays selling platform First Time launching in Pakistan which provides instant confirmation globally of land apartments along with Air Tickets and will serve both B2B and B2C market.

• 2 million Targeted People with a forecasted sales growth prospect 50% within One Year and 100% in next year with recovery of 100% Return on Investment over the next 3 years.

• A huge marketing campaign will be run through Social Media Network to capture the satisfying the needs of the still un-served market with this product.

SITUATION ANALYSIS

• With the growth of hotels and increasing number of travelers online reservation systems are becoming a very popular method for booking hotel rooms and flights.

• Day-Dreams-holidays has responded to the rapidly growing needs of technology oriented customers by launching this product with New Technology introduced in Pakistan CMS (Content Management System).

• No major competitor in the market because the daydreamholidays.com is the First Pakistan based web-portal for B2B and B2C Trade.

SWOT ANALYSIS

Strengths:

• System Connectivity

• No Paper Work Required

• Time Efficient

• Cost Efficient

• Automatic data validation

• User friendly environment

• Data security and reliability

• Fast data insertion & retrieval

• Easy performance check

• 3rd party data connectivity.

Weaknesses:

• If the system is not User friendly.

• If No features for Google-map / destination connectivity.

SWOT ANALYSIS

Opportunities:

• One platform for getting entire information about hotel &

tour packages.

• Direct online booking by Individual & Corporate clients

anywhere all over the world.

• This entire system can also be sold out to other business

partners.

Threats:

• New Technology introduced by competitors.

• Competitor with large investment.

Market Segmentation

SEGMENTATION VARIABLES AND BREAKDOWNS FOR PAKISTANI CONSUMER MARKET OF DREAMSHOLIDAYS.COM

MAIN DIMENSIONS VARIABLES BREAKDOWNS

GEOGRAPHIC SEGMENTATION

Region Nationwide (all provinces and territories ) with emphasis on Urban/Metropolitan areas

Area Size 796,095 kilometer square

Density Urban

Climate All (East, West)

DEMOGRAPHIC SEGMENTATION

Age Under 12-65+

Gender Male, Female

Income Upto 75,000 Pak Rs per month or more than that

Occupation Professional; Managers, Supervisors, Salespeople, Proprietors.

Education

PHYCHOGRAPHIC SEGMENTATION

Personality Love to travel, adventures, very tolerant towards multiculturalism and internationalism.

Lifestyle Active life, Importance of work and social life, Progressive, Ambitious, Leisure traveling

BEHAVIORAL SEGMENTATION

Benefits Sougth

FUNCTIONAL BENEFITS: All available at one place Special Packages offerings PERCEPTUAL BENEFITS: Interactive Services/Accessibility Social standing/good looking

Usage Rate Seasonal (Peak in summer), Occasional (Special events like charismas, Eid, Business events etc) Regular

User Status First time user, Regular user

Loyalty Status None, Medium, Strong

OBJECTIVES

• To strengthen and satisfy the needs of

consumers with a new eye catching and

functional product which will provide

complete package by reserving hotels

along with air tickets.

• To become the market leader in the

functional segment by providing B2C

selling module with increased market

share.

• To make the company brand name more

visible to customers.

B2B & B2C

• A transaction that occurs between twocompanies, as opposed to a transactioninvolving a consumer. The term may alsodescribe a company that provides goodsor services for another company.

• A transaction that occurs between acompany and a consumer.

PORTAL

• A portal presents information from diverse sources in a unified way.

REVENUE

PROVIDING DATA CONNECTIVITY

WEB PORTAL

HOTELS

CONFIRMATION (HOW WE WORKS)

STRATEGIES

Providing a package of air ticket and hotel reservation both from a single website.

Following are the implemented strategies:

Product strategy

Service strategy

Promotion strategy

Pricing strategy

Placement strategy

PRODUCT STRATEGY

django

Administ-rative

interface

Client interface

User interface

SERVICE STRATEGY

PROMOTION STRATEGY

• Website

• Advertising

• Public relations

• Branding

PRICING STRATEGY

Different packages are provided to customers and business partners

PLACEMENT STRATEGY

TACTICS

Sales Promotion

Public Relations

Direct Marketing

Online Marketing

SALES PROMOTION

• The pricing schedules are targeted to encourage customers’ usage as well as maximize the income for what is expected to be popular hotels, air tickets, tours and transfers deals.

PUBLIC RELATIONS

• Different activities will be performed to get and stay connected directly with customers. Daydreamholidays.com will arrange different trade seminars, conferences get together for B2B customers and different exhibitions for B2C customers to promote business and manage good customer relationship.

DIRECT MARKETING

• Brand ambassadors should represent brand and its key features to customers at different locations on different malls.

• This activity will facilitate customers a lot because they will not have need to spend extra time to go to the travel agents and websites to get information.

• The use of a bulk mail-out either via post, fax or email is not seen as productive as it does not provide the personal touch .However, all customers to the B2B will go onto a direct email database

ONLINE MARKETING

• The internet is seen as a critical tool to reach customers.

• The website is to be fully functional and will enable clients to request booking and be able to make these in real time.

• Usage of “Content Management System” will ensure the timely updating of promotions.

300,000,000

120,000,000

100,000,000

100,000,000

620,000,000

Year 1 Year 2 Year 3 Total

Required Rate of Return % 25% 30% 45% 100%

Required Return Value 155,000,000 186,000,000 279,000,000 620,000,000

INVESTMENT COST

Total Setup Costs

I.T. related Expenditure

Paid to 3rd Party Supplier (as Guarantee)

Initial Admn Expenses

Total Investment

Budget

Year 1 Year 2 Year 3

100% 150% 200%Net Sales 350,000,000 525,000,000 700,000,000 1,575,000,000

Cost of Sales (40% of Sales) (140,000,000) (210,000,000) (280,000,000) (630,000,000)

Gross Margin 210,000,000 315,000,000 420,000,000 945,000,000

Total Marketing Expenses (12.5% of Sales) 43,750,000 65,625,000 87,500,000 196,875,000

General & Admn. Expenses (8% of Sales) 28,000,000 42,000,000 56,000,000 126,000,000

Net Profit before Taxes 138,250,000 207,375,000 276,500,000 622,125,000

Net Profit before Taxes

% of Return on InvestmentNet Profit before Taxes

Initial Investment22% 33% 45% 100%

Day-Dream-Holidays.com

Financial Investment Plan

TotalParticulars

Budget

Personal (2.5% of Sales) 8,750,000 13,125,000 17,500,000

Salaries, wages

Benefits

Payroll taxes

Commissions and bonuses

Research (1.5% of Sales) 5,250,000 7,875,000 10,500,000

Research firm fees

Web research

Independent research

Other research

Advertisment (6% of Sales) 21,000,000 31,500,000 42,000,000

Promotional brochures

Television

FM Radio

Web-sites

Branding

Advertising

Direct marketing

Social Media Network

Mailings

Postcards

Public Relations

Sponsorships

Newspapers

Billboards

Bus sides

SMS & Phone Calls

Networking (1% of Sales) 3,500,000 5,250,000 7,000,000

Memberships

Affiliations

Subscriptions

Promotional Event (1.5% of Sales) 5,250,000 7,875,000 10,500,000

Meal (breakfast, lunch, or dinner)

Seminars

Workshops

Special Offer

Total Marketing Budget 43,750,000 65,625,000 87,500,000

Marketing Budget Plan

Budget

Year 1 Year 2 Year 3

Net Marketing Contribution (NMC) Net Sales - COGS - Mkt Exp. 166,250,000 249,375,000 332,500,000

Marketing Return on SalesNMC

Net Sales47.50% 47.50% 47.50%

Marketing Return on InvestmentNMC

Mkt Exp.3.80 3.80 3.80

Ratios Analysis

Particulars

Budget

Questions