Aisha Siddiqui

M. Moosa
Ali Asghar

MARKETING REPORT Waqar Hussain

Alishba Sheikh
Tehreem Zakir

Tawaam App Business Plan

Executive Summary

TAWAAM is an app that implies online pharmacy, helps arrange doctor appointments and its unique
proposition is that is has a feature that will call you an ambulance instantly, just by taping a button.
Furthermore, it also has a chat option which will have a counselor at the other end. We intend to sell
this to everyone as anyone can be facilitated by these features. Everyone will be willing to use the app
as medical needs are quite basic. Our app will be available on the App store and Play store. As there is
always some competition, we will be competing with Dawaii.pk which is already an app with online
pharmacy. As our company is newly born, our competitor might try to cause hurdles in our early days
and as this our first product we will be lacking experience. We are going to market our product on
internet through social networking sites as it is the mainstream media in today world, through bloggers,
influencer, vlogger and news channels. Therefore, we are going to satisfy are customers as best as we
can.
Table of Contents
CURRENT MARKETING SITUATION ANALYSIS..............................................................................................3
COMPANY AND PRODUCT/SERVICE OVERVIEW:.....................................................................................3
MARKET OVERVIEW:...............................................................................................................................3
ENVIRONMENT:...........................................................................................................................................4
 DEMOGRAPHIC............................................................................................................................4
 ECONOMIC......................................................................................................................................4
 NATURAL.........................................................................................................................................4
 TECHNOLOGICAL.............................................................................................................................4
 POLITICAL........................................................................................................................................4
 SOCIAL.............................................................................................................................................4
COMPETITION REVIEW:...............................................................................................................................4
POSITIONING:..........................................................................................................................................4
STRATEGIES:............................................................................................................................................4
SWOT ANALYSIS:.........................................................................................................................................5
STRENGTH:..............................................................................................................................................5
WEAKNESNESS:.......................................................................................................................................5
OPPORTUNITIES:......................................................................................................................................5
THREATS:.................................................................................................................................................5
OBJECTIVES AND ISSUES:.............................................................................................................................5
VALUE PRPOSITION:....................................................................................................................................5
MARKETING STRATEGY................................................................................................................................6
CHOSEN TARGET MARKET:......................................................................................................................6
OTHER SEGMENT CONSIDERED:..............................................................................................................6
POSITIONING:..........................................................................................................................................6
MARKETING RESEARCH...............................................................................................................................6
ACTION PROGRAMEE..................................................................................................................................8
BUDGET.......................................................................................................................................................8
MONEY NEEDED:.....................................................................................................................................8
EXPECTED SALES:.....................................................................................................................................8
EXPECTED EXPENSES:..............................................................................................................................8
CURRENT MARKETING SITUATION ANALYSIS
 Newly launched product in the market.

COMPANY AND PRODUCT/SERVICE OVERVIEW:

 Since our app is at his birth stage, so we don’t have any fixed product line yet.
 We have to take the lead in the market, so that our service can be a cash crop and give us maximum
profit and on the other hand we will be providing our best service to our users.

MARKET OVERVIEW:
 We are intending to enter the tertiary sector of the market
 We are widely available in the market
 Moreover, we want to spread all over in Pakistan
 Our app is feasible for all groups of age people. No age restricted but our target market is for the
people between the age of 18-40, because this group of people have basic knowledge on how to use
the app

ENVIRONMENT:
 DEMOGRAPHIC: This app is for everyone who has a mobile phone, hence anyone can order from
our app.
 ECONOMIC: No effect on our app as it is not a want or luxury; it is just like a basic need. It is a
facility, an ease to fulfill the basic requirement.
 NATURAL: The app is of course technology based, so there will be no such situations to tackle here.
 TECHNOLOGICAL: We have hired IT staff to tackle unforeseen situations. Just like when there is
heavy load and app crashes.
 POLITICAL: No effect, as such because we would have purchased license from PTA.
 SOCIAL: Socially it will have a very good effect on surrounding as it will become ease for people in
different ways

COMPETITION REVIEW:
 Dawai.pk

POSITIONING:
 Dawai.pk has positioned their product in people’s mind by advertising on TV’s and social media
website.

STRATEGIES:
 Some pharmacies offer 12% discounts.

DISTRIBUTION REVIEW:

 Seminars will be conducted in the colleges and universities

 Billboards, posters
 Promotion on social media
 Promotion through social media celebrities.

 PLACES IT WILL BE SOLD:

 App store
 Google play store
SWOT ANALYSIS:

STRENGTH:
 Free app through app store and play stores.

WEAKNESNESS:
 Our product will have to build a whole new customer base from scratch.

OPPORTUNITIES:
 Joint venture with other pharmacies, hospitals and ambulance services.

THREATS:
 Strong competitors already in the market ( Dawai.pk)

OBJECTIVES AND ISSUES:

 OBJECTIVES: Our objective is to spread all over in Pakistan in the next two years.
ISSUES: Dawai.pk has already occupied the pharmacy market in a bigger ratio.

 OBJECTIVES: According to the fact mental health is the most neglected field in Pakistan where 10-
16% of the population, more than 14 million, suffers from mild to moderate psychiatrist illness,
majority of which are women.
So therefore we aim to create a very comfortable platform for maximum people suffering from
mental health.
ISSUES: People hesitate to open up about mental health.

 OBJECTIVES: To increase our commission from 7% to 15% in the next 2 years.

ISSUES: Hospitals may be reluctant to increase higher commission.

VALUE PRPOSITION:
Our one touch ambulance feature is our unique innovation. As our aim is to contribute towards a
healthier Pakistan. Therefore, we intend to cater our customers by providing them with basic medical
facilities through our existing app.
 MARKETING STRATEGY

 Start a campaign to increase mental health awareness, importance of first aid by conducting
seminars and workshops in universities and colleges in other cities
 Provide training to psychology graduates that we will hiring for our counseling chat box
 To create goodwill and reputation that hospital and pharmacies will and want to associate with us
and that too on our terms, this will help us to be in a commanding position and demand a
commission according to our will.

CHOSEN TARGET MARKET:

Our target market is for the people aged between 18-40, which includes youth and adult and have basic
information about on how to use such apps, so our target market lies between the above ages.

OTHER SEGMENT CONSIDERED:

Low class group: Not everyone has access to internet, and they barely order anything online and plus it
sounds costly to them.

POSITIONING:
We will arrange seminars and create awareness about our service. We will advertise on posters, sponsor
ads on social media and other. Our app is unique from our competitors because we provide more than
one facility which includes calling an ambulance, receiving medicines at door step, booking an
appointment with doctor.

MARKETING RESEARCH

 We will conduct polls, social media analysis and already available previous research information
or data and surveys.
 We will conduct telephonic interviews, web and email services and data analysis
 We will test our app through different experts of IT and other departments and take reviews
from them.
 PRODUCT:
 Our app is intangible because it provides service to its customers

 PRICE:
 Our app will be free of cost and will be available whole wide to the nation to whom which has basic
internet connectivity on their smart phones.

 PLACE:
 The place where our app is available is Google store for android mobiles and IOS store for apples
mobiles

 PROMOTION:
 Sponsorship through social media sites
 Promotion on news channel
 By promotional ads

 PEOPLE:
 Widely available for everyone, no age limit but target market is 18-40 years old

 PROCESS:
 2-3 days local medicines
 Delivering through bykea

 PHYSICAL EVIDENCE:
 Our app is available on Google store and App store.
 ACTION PROGRAMEE

 If the download of the app in the starting months gives us positive review then it will be a good sign
 During the first year we will see if our app gives us overwhelming response from the users so then
we will be providing a new budget schedule after every year
 Our aim is to provide the best and fast health facility to everyone, so for this we will keep on
updating our app regularly and periodically so that no user has to face any problems.
 After few years of complete excellence and acing the whole market we will Insha’Allah create our
product line and within time our app will be the most useful app in whole Pakistan.

BUDGET

MONEY NEEDED:
 For starting the app and our business we have a rough estimate of 40 lacs. As we’re good amount of
business partner it will be easy for us to arrange that money

EXPECTED SALES:
 The expected download of the app in the 1 st year are around 10k, and in the next upcoming year it
can exceed upto 100k if our target is achieved.

EXPECTED EXPENSES:
 Development of app will cost around 5 lacs.
 A small office will cost around 20 lacs.
 Marketing Expenses around 10 lacs.

This all includes app development, initial hiring of psychology graduates and conducting seminars.
The initial budget may increase depending upon the problems faced

CONTROLS

 We all know it won’t be easy for entering a market like this with such risk of not prospering very
good, but in the future everything will soon be connected via internet.
 We will be organizing and arranging seminars and stalls in different malls, hospitals and expo
center so that people will be aware and will have a clear vision about what are we offering to
them.