Presented By: soft lovers (EMBA, UCP)

MARKETING PLAN OF:

Mission:

The Robin’s Nest Day Care Center is committed to taking a leadership role in child care services, higher learning, community

services, high end services to feel child as in his own home and promoting cultural diversity. 

Objectives:

To establish the new concept in the market and attract people specially working couples. 

To provide fully advanced services (live coverage, online calls etc to parents of children).

Sales increasing to almost double first year sales by the end of Year 2. 

Open second campus by the end of Year 1.

 

CORE COMPETENCY & SUSTAINABLE COMPETITIVE

ADVANTAGEGoodwill

Advance child care programs

Web live coverage

Live calls

Natural care and love

Quality food

Medical

Trained & Skilled Staff

SWOT AnalysisStrengths:

Business idea (first mover with unique service)

Care plus mind development training under one roof

Web live coverage

High Marketing Budget

Accessible Location

Weaknesses:

High Maintenance cost

Availability of skilled employees.

Employee Loyalty

Opportunities:

New Concept

Child care industry is at growth stage

Target market is not price sensitive

Opportunity to promote culture

Threats:

Inflation Rate

Employee turnover ratio

Economical condition

New Competitor

Unstable prices of Inventory

INDUSTRY ANALYSISINDUSTRY ANALYSISCompetitor AnalysisThere are not large number of competitors

The competitors are not using advance technology

Not spending large amount on advertisement

Company AnalysisOffering special services and long working hours

High marketing budget

Skilled and trained staff Superior childcare services & Web live coverage

Using advanced technology in childcare industry

Customer AnalysisPeoples (specially working couple) are recognizing the importance of childcare and want child before their eyes always.

Target Market

Full-Time Working Couples

After School Care

Part-Time Workers/Drop-Ins

Point of DifferenceReliability (web live coverage & live calls)

Performance

High quality childcare services

Positioning

At growing level and deliver premium childcare services

MARKETING PROGRAMProduct:

Brand Name:- Robin’s Nest Daycare center Core Product:- Premium quality childcare services

Price: Unit price

Full time couples (20,000/month)After school care (6,000/week)Part time workers/drop ins (10,000/month)

Place:

Campus location is 642-cavalry ground Lahore.

Promotion:

AdvertisingElectronic media (TVC & Radio ads = 45,524,500+2,925,000)Print media (News paper & brushers = 735,000+250,000)Billboards (cost of 6-Hoarding & mobile-float = 2,122,230+495,000)

MARKETING PROGRAMPromotion:

Sales promotion

Disc. Offer cost (10% - 15%) per month estimated = 148,500

Personal sellingOpening cost = 178,000* *Note: commission depend on sale

Each month cost = 97,000

Direct marketing:

Cost occur = 1,750,000

Internet cost:

Total cost occur = 345,000 per month

Project cost:

Grand total = 51,590,730

Contacting Advertising Agency

Television Advertisement

Print Media Advertisement

Proper Distribution

PLAN IMPLEMENTATION

Keep the marketing program moving in the direction set for it.

Compare the results with desired goals.

Correct negative & exploit positive aspects.

Monitor all activities.

EVALUATION & CONTROL

Where Your Children Feels at Home!

Robin’s Cares: Daily Water

Questions