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Marketing plan for a startup

Principles of Marketing (Lahore University of Management Sciences)

Studocu is not sponsored or endorsed by any college or university

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Table of content

Contents
1. Executive summary............................................................................................................................................................. 5
2. Introduction............................................................................................................................................................................ 5
3. Customer Analysis............................................................................................................................................................... 6
4. Competitor and Environmental Analysis................................................................................................................. 8
 Current market competition........................................................................................................................................... 8
 SWOT analysis................................................................................................................................................................... 9
5. Marketing Objectives................................................................................................................................................. 10
 Revolutionizing wedding experience by successfully launching our Brand............................................11
 Increasing Brand Awareness....................................................................................................................................... 11
 Optimizing the Marketing Funnel............................................................................................................................ 12
 Increasing sales as well as the profits...................................................................................................................... 12
6. Segmentation and selection of target market...................................................................................................... 13
 Geographic Segmentation........................................................................................................................................ 13
 Demographics Segmentation.................................................................................................................................. 14
 Psychographic Segmentation.................................................................................................................................. 15
 Behavioral Segmentation.......................................................................................................................................... 15
 Target market................................................................................................................................................................. 16
 Customer Personas........................................................................................................................................................... 16
7. Positioning Strategy.......................................................................................................................................................... 18
 Competitive advantage................................................................................................................................................. 18
 Value proposition............................................................................................................................................................ 19
 Positioning statement..................................................................................................................................................... 19
 Perceptual Positioning Map........................................................................................................................................ 19
8. Marketing Mix Plan:....................................................................................................................................................... 21
 Product................................................................................................................................................................................ 21
 Place..................................................................................................................................................................................... 26
 Price..................................................................................................................................................................................... 27
 Promotions......................................................................................................................................................................... 30
9. Implementation plan and Control Mechanisms.................................................................................................33

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10. Conclusion............................................................................................................................................................................. 34
References........................................................................................................................................................................................ 35

1. Executive summary

This report is a compilation of the marketing plan and strategy we will be

using for our business “The Day Makers.” It is a comprehensive overview of how we are

planning to maneuver in the marketplace that our service will be in and how we are planning to

compete with the already existing market players. Firstly, we introduce our business and then,

based on this information, devise the specific customer base that we believe will be attracted to

it. It will also make it clearer to understand what specific market our business is standing in, and

consequently what are the market forces and competitors in this field. Based on these we will be

explaining our marketing objectives which is an important part of our situational insight. We will

be fleshing out our marketing strategy by explaining the specific segments of society that we will

be targeting for our marketing, and why we are focusing on them. Then we will explain how we

are expecting to differentiate ourselves from the competitors already in the market. These will

lead us to formulate the appropriate marketing mix for our business, we will explain why all

these factors lead us to make some very specific decisions about our marketing campaign. Lastly,

we will be covering any control mechanisms that we have set in place in case something doesn’t

go as planned and then concluding our report.

2. Introduction

Wedding day is one of the most significant and special days in everyone’s life. As

it marks the beginning of a new chapter in a person’s life, everyone wishes to make this day as

memorable as possible. Now, as students of Business/Marketing, we see a huge potential market

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behind this deep and special emotion. Not just in monetary terms, but in terms of positive impact

and value, we believe a lot can be done in this domain. It is true that the idea of traditional

wedding planning has been around for a long time, but it often falls short of giving the new

couple the high-end excellent experience they deeply desire. Now capturing this opportunity and

taking the idea of wedding planning to newer heights, we have come up with the idea of “The

Day Makers.” It is a destination wedding planning company built on top of an effective web-

based technology. The company will put together customized weddings at certain exotic

locations in Asia – from the gorgeous, pristine beaches of The Maldives, Bali and Dubai to

aesthetic, historical sites in Sri Lanka and Turkey. Clients can explore the services and packages

we offer on our website after which they can reach out to us by filling out a form online to set up

one-on-one meetings with our consultants in person or on online meetings where further details

can be provided. Clients can choose to either be involved in the decision-making process along

the way or leave the planning completely up to us. We will provide professional advice and

recommendations about design concepts, themes, traditions, supplier and venue selection, budget

planning, and much more. Furthermore, we deliver our service to the customers through a large

value-delivery network consisting of various caterers, florists, photographers, etc. We will also

make arrangements for seating, catering, lighting, décor, and other details at the couple's chosen

venue. At all the destinations we will be operating on, we have selected the top hotels for the

accommodation of our guests, making sure the hotels are best in terms of services, luxury, and

hospitality. Even the wedding guests’ travel and lodging in the destination city will be taken care

of. In short, the couple will get to enjoy all the fun aspects of their destination wedding without

letting the pressure and tension of handling the behind-the-scenes work ruin their special day.

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3. Customer Analysis

People desire to host lavish weddings in exotic locations with breathtaking

scenery. Individuals are becoming ever more competitive when it comes to having the "better,

more opulent" wedding than the others as a result of the social trend that has pushed people to

become more and more status conscious. This trend is more prominent in the elite class of

Pakistan where people are very status-conscious and live a lavish life. Growing trend of social

media and people sharing every moment of their lives with the world has led to a bandwagon

effect because of which most people, especially Gen Z likes to keep up with the trends. The

recent example can be of Kourtney Kardashian who got married to Travis Barker in Portofino,

Italy, this trend has created the demand for destination weddings among the young couples.

We talked to people about their dream wedding plans to acquire information about customer

needs. This market need was further highlighted by our involvement at numerous weddings

throughout the year. Additionally, when we questioned participants in a discussion forum about

their ideal wedding, the majority of them said they wanted to hold it in a stunning, exotic place

with glitzy decorations.

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We also used a survey conducted previously as a secondary source of data, where people were

asked whether they would like to have a destination wedding. The majority of the people

responded positively which shows the demand of our service among the customers. Though the

sample size was small, most of the people who were surveyed were in their early and mid-

twenties and had a strong financial background. Hence the survey reflects the choice of our

potential customers.

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4. Competitor and Environmental Analysis

 Current market competition

The destination wedding service is fragmented in Pakistan offering limited service. The

companies currently offering destination weddings in Pakistan have very limited destinations and

services. Their brand image is not well established because of which most of the potential

customers are unaware of their brand presence.

We believe there is currently very little competition for the services we provide. There isn't yet

any possible competition in the market. This is due to the small percentage of wedding planners

that provide these services online. On the other hand, because it focuses on a particular market

segment, this business is quite risky and needs a large amount of capital. Making the customer

happy is another major issue faced by wedding planners, and this is another reason why there is

little competition in the industry. Most businesses are afraid to take on the frightening challenge

of managing and organizing weddings abroad. However, we anticipate that once we make a good

entry into a market, competition will eventually increase as more and more people attempt to

emulate us.

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 SWOT analysis

S – Choosing your ideal destination, overseeing photographers, organizing amazing logistics,

obtaining all these great services within a budget, and dealing with them is a bothersome and

demanding task all on its own when planning a destination wedding. All the services are offered

and managed by our team in one location. This is a brand-new service that has never been

provided in Pakistan. In addition, we offer our clients a diverse selection of vendors.

W – Since the wider populace has never used such a rigorous online strategy, it will take time to

build a strong brand identity and win over devoted customers. In Pakistan, parents almost always

take charge of and organize weddings. Gaining their trust in using technology to arrange their

weddings would be difficult because they would be coming from Gen Y. Additionally, given that

we employ a smaller workforce than other wedding planning companies, coordinating so many

planning and implementation-related factors may prove to be a struggle for us.

O – Pakistan has a huge need for wedding planning services, but there is no efficient online

infrastructure that can provide them. We would have an advantage in building our brand image

and gaining the loyalty of our customers because we were the first to enter this market.

T – There are already reputable local wedding planners on the market with a sizable following of

devoted clients. The competition would skyrocket if they also decided to offer online services

and weddings that were held in foreign countries, making it harder to persuade people to choose

us.

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5. Marketing Objectives

 Revolutionizing wedding experience by successfully launching our Brand.

In Pakistan, as well as throughout South Asia, getting married

is not only a momentous occasion in the lives of the couple getting married; it also has strong ties

to deeply ingrained cultural and traditional values, as well as religious beliefs and customs.

Additionally, people expect that their wedding will be in front of as many guests as possible,

which has led to the development of a huge industry for traditional wedding planners around this

notion of wedding. Now, in a situation like this, our top-most priority and goal are to make this

revolutionizing idea of web-based wedding planning for customers in foreign lands, a reality;

that means our first objective is to successfully launch our web-based platform for wedding

planning and arrange our customers' weddings in some of South Asia's most stunning and well-

known locations.

"Making the unique concept of web-based wedding planning and arranging weddings for

customers in foreign lands a reality by successfully launching our brand's website.”

 Increasing Brand Awareness

Though the concept of wedding planning has been around for a very long

time, revolutionizing it with foreign location-based weddings on top of an online technology-

based system is a first of its kind in the market, particularly in Pakistan. Because of this, in the

early stages of the launch of our business, it is essential for us to raise consumer awareness of

our specific brand while also spreading the word about web-based foreign wedding planning. In

today’s world, since the majority of people are very active in social media sites like Instagram,

Facebook, YouTube, and others. So, we can run social media ads to raise brand awareness.

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"Increasing social media impressions by 20% by the end of the first year."

 Optimizing the Marketing Funnel

It's true that spreading awareness of our brand is our top priority because

of the distinctiveness of our service, but it's also crucial to emphasize that without a strong

conversion rate from impressions to sales, the sheer number of impressions has little meaning.

Because a very small subset of the society, the upper class, is the target audience for our service,

a high impression to sales conversion rate is necessary to ensure the success of our brand.

"Increasing conversion rates by about 20% by focusing remarketing efforts on middle-of-the-

funnel prospects."

 Increasing sales as well as the profits

It's crucial to realize that, in contrast to conventional wedding planning,

our service is high-end and requires a significant financial outlay. Therefore, the long-term

sustainability of our brand depends on having a large number of sales and being profitable.

Establishing alliances with airline companies, foreign land hotel owners, and other service

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providers can be a useful way to boost our profits because these alliances will enable us to obtain

the necessary flights, hotel stays, or other services at a discounted rate.

“By the end of the first year, we aim to increase our sales by 10%. It's also crucial to ensure

that these sales will be profitable.”

6. Segmentation and selection of target market

The following are the segments that we have determined for our
service:

 Geographic Segmentation

● To begin with, geographic segmentation entails breaking down a market into various

geographic units, such as countries, states, regions, counties, cities, or even

neighborhoods. So, in our case we have divided the market into rural and urban areas or

cities. Additionally, we have established upper class zones, middle class zones, and

lower-class zones within a city.

● Expanding on the previous point, we specifically intend to target urban areas and cities

where wealthy people live, such as Islamabad, Karachi, and Lahore (as well as Peshawar,

etc.)

● Since in Pakistan there is more or less a fairly clear division of geographical zones

between the upper class and middle- and lower-class people. As a result, we will

concentrate our efforts only on the affluent areas of these urban cities. As an example,

consider the DHA in Lahore, F7 Sector in Islamabad, Bahria Town and Clifton in

Karachi, etc.

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 Demographics Segmentation

● Demographic segmentation, as we know, is the process of breaking the market into

different groups based on factors like age, life stage, gender, income, occupation,

education, religion, ethnicity, and generation. Therefore, in our situation, we have

segmented the market based on income, age, generation, and education.

● Income – Because of how upscale and luxurious our service is, we will only be focusing

on the wealthy and elite classes of people who have very high incomes. Our primary

target population will be those with monthly salaries of 250,000 PKR or above.

● Education – Since we are focusing on high-income segment, this also means we will be

reaching a certain well-educated class within Pakistan.

● Age – In terms of age, our target demographic is made up of people who are expected to

get married soon or in the near future as well as parents of couples. In other words,

people of both gender who are aged 20 to 35 and 45-70 will be our target audience.

● Generation – Generations Y and Z will be our main focus. These generations value

extraordinary experiences because of the fast-paced environment they live in and the

dearth of profound experiences. As a result, our lavish wedding in a foreign country is the

ideal fit for them, and the fact that it will be booked through an online system will be the

icing on the cake given how fond of technology generation Z is. Additionally, we are

aiming to appeal to the older generation (Gen X), since in Pakistan there is a tradition that

the parents of the couple plan the weddings and arrange everything.

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 Psychographic Segmentation

● To begin with, psychographic segmentation refers to the division of a market into various

segments according to lifestyle or personality traits. So, in our case, we have divided the

market into two groups, the first includes people who value luxury and the second

includes people who don't enjoy spending a lot of money on a luxurious lifestyle. We

have also divided the market into two groups under personality type, with the first group

including people who are very concerned with their status and the second group including

people who are not as concerned.

● Under the lifestyle, we will be targeting the people who value luxury and who are highly

brand-conscious and try to make the important days of their lives like wedding day, as

memorable as possible.

● The people who are status-conscious and constantly strive to be perceived as someone of

high status will be our main target under the personality type.

 Behavioral Segmentation

● To begin with, behavioral segmentation entails dividing a market into groups based on

the knowledge, attitudes, uses, or reactions of a given consumer group to a product.

● Under behavioral segmentation, we will be concentrating on benefit segmentation, in

which we divide the market into segments based on the various benefits that customers

seek from the good or service. Since our service offers a variety of advantages, from

making the wedding an unforgettable experience to giving the customer a chance to

interact with and learn about the cultures of other countries. Therefore, we will only be

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focusing on those whose main motivation for using our services is to create an

unforgettable wedding experience.

 Target market

 Based on the above segmentation, we are targeting well-educated, high-income, elite men

and women belonging from Gen X, Y, and Z who value luxurious and lavish lifestyle.

 Customer Personas

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7. Positioning Strategy

Pakistan’s wedding-based market is very large and has a magnitude of

players that are trying to capitalize on it. This is why we formed a very specific positioning

strategy to stand out against all the other market competitors. Our research in this market led us

to the conclusion that most wedding planners actually market themselves around the general

concept of saving costs for their customers. Their main point of attracting customers is that they

can provide agreed upon facilities but also save them costs through either cutting corners or by

having bundle packages.

But our service targets a very niche category of people to which this form of marketing is not

much appealing. This provides us the privilege to have a value proposition based around

envisioning luxury and promoting a specific lifestyle. Hence, we have a few competitive

advantages in this field.

 Competitive advantage

The advantage we have over other competitors is that of quality. The nature

of our service spanning an international space differentiates us from all our other competitors.

Due to the customer demographic, we are targeting for our service, it gives us a certain leverage

in positioning ourselves as a high-end brand. As this niche demographic is more prone to

products and services that have a high perceived value, and are willing to pay the necessary

amount for the brand if an image of luxury has been created around it. Just by the fact that we

have options from locations around the world, we can capitalize on this differentiating advantage

to promote our brand to be synonymous with luxury whenever someone in Pakistan thinks about

extravagant weddings.

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 Value proposition

Our value proposition is essentially that of offering more-for-more. As we

promise quality in our service with all the best locations, hotels, and decorations according to

what the customer needs, we are basically positioning ourselves more towards the market of

people who want to spend on their wedding events and want an equally quality service in

exchange for that amount of money.

 Positioning statement

“For customers who want their dream wedding to be a reality, The Day Makers are an

internationally organized wedding planner that offer a magical, hassle free, and quality

service of planning and managing the perfect event for you anywhere in the world because we

believe in the unmatched quality of our service.”

 Perceptual Positioning Map

If we plot a perception graph according to marketing we will do based on this

strategy, it agrees with our assessment of the market situation. Since we consider these our

differentiating points, we assume the two axes to be the factors of price and quality of our

performance. And these turn out to be enough to position us in such a way in the market that we

are distinct enough to have almost an entire quadrant of the graph to us. The high cost – high

value quadrant only has two market players in it, us and other high-end wedding planners that

offer destination wedding options in places within Pakistan, meaning we have less competition in

our domain. One only downside is that our targeting of a niche demographic means that we have

less market presence, this is why the area of our circle is smaller than the rest.

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8. Marketing Mix Plan:

The 4Ps in the marketing mix are discussed below:

 Product

To ensure that your special day turns exceptional for you and your family, "The Day Makers" is

here to provide you with a completely customized service. When we say, "anything you desire,"

we mean that we will give you each and every amenity, allowing you to enjoy your wedding to

the fullest without any concern. We make your dreams of having a lavish wedding abroad or

getting married in a princess' castle come true. We place the utmost value on our clients, your

satisfaction is what we want.

At "The Day Makers," we provide our customers a wide range of options for finding their ideal

location and completely unique online services.

Customized and pre-planned packages

During the survey when people were asked what they expect from their wedding planner,

respondents expressed concerns about wedding planners not being able to fully incorporate their

ideas into the final product. Some of the comments were:

“Being able to incorporate my vision for the wedding into their expertise - being able to bring

my vision to life by implementing my ideas in a professional way.”

“Paying attention to what the customer wants. In case they think the customer’s, idea is bad

they should tell the customer there and then instead of doing what they think is best without

customer’s approval”

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Taking into consideration the clients' worries, at "The Days Makers," we tailor everything to

your preferences, from the airline you wish to fly on to the color of the flowers at the event. The

wedding will be organized down to the last detail in accordance with your preferences.

On the other hand, there were some people who didn’t want to go through the hassle of planning

their wedding and wanted to leave it to the professionals.

Our clients are our top priority here at "The Day Makers." We wish to deliver our absolute best

to each and every one of our customers. We have pre-planned bundles that will be made

accessible on our website shortly after our launch in consideration of the preferences of 22.4% of

people. To better serve our consumers, these bundles come with the finest of our services.

Pre-planned packages:

The following are our pre-planned packages which will be available on our website:

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● Silver package

This package includes the wedding at your chosen destination along with services that

include catering, decoration, accommodation, music arrangement and photography

services.

● Gold Package

This package includes all the services which are included in our silver package but in this

package, you get the luxury to stay at a private villa and get the facility of transportation

on your way from airport to destination and when returning after the wedding ceremony.

We make sure for your timely and safe travel.

● Platinum package

In our platinum package, you get to enjoy all of the services that we offer from planning

out your wedding ceremony, taking care of your travel needs to booking your visas. In

this package, we also provide a short tour for your guests to give them the best

experience even outside the wedding ceremony.

We provide a wide range of services in our customized package service, including:

Visa booking

We make your tour easier by handling your visa booking, for which we have agreements

with the most reputable travel agencies in Pakistan.

Transportation

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We value your time and safety hence provide our customers the quickest and safest

transportation when overseas as well as in Pakistan. This service can include picking up

all the guests from the comfort of their home and dropping them at the airport and then

pick and drop from the airport to the place where the customers plan on staying overseas.

Accommodation

We strive to make your stay as comfortable as possible. The best lodging options, from

opulent hotels to a private villa by the beach.

Decoration

The adornment of your wedding is what ensures that both you and your guests will

remember the day forever. Our competent event designers at "The Day Makers" are eager

to beautify your special day.

Catering

The most crucial and, perhaps, the aspect that guests look forward to most at any event is

the catering. We arrange the best caterers to supply all you need, whether you want to

serve the regional cuisine of the wedding location or add a desi touch with Pakistani

cuisine.

Entertainment and photography

Mesmerizing music and images make your day complete and keep your memories fresh

and alive forever. You can opt to use our team's photographer to capture your special day,

or we can connect you to the DJs and photographers that best suit your preferences from

our comprehensive list.

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Short tour for guests after wedding

Traditionally for Pakistani families, wedding guests hold a lot of significance. One of our

top priorities is to engage your guests and provide them a positive experience overall. We

are the first wedding planners to provide a short tour of the destination city so your guests

may see the major tourist attractions and thoroughly enjoy the culture and natural

splendor of the nation you intend to wed in.

Destinations

We provide you with a variety of locations to mark your special day. Whether you wish to

stroll along the beautiful beaches of the Maldives and Indonesia or host a lavish wedding

in a posh hotel in Dubai. Nevertheless, we also give you the option to celebrate the finest

day of your life amid the architectural and historical settings of Turkey and Sri Lanka if

you prefer a more robust environment with ethnic features.

Staff

For every service we offer, we have professionals on hand. We guarantee that every

member of our team is an expert in their respective fields. Additionally, our staff

members value our clients, are fully aware of our organization's culture, and make every

effort to be accommodating. Our staff members are very passionate and confident that

they can make your vision come true.

Simulator app

We wish to further innovate the idea of wedding planning by introducing a simulator

software that enables clients to experiment with various wedding colors and themes.

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They can select from a variety of flowers, decorations, lighting, stages, seating

arrangements, and places we provide to get a simulation of how the wedding setup might

ultimately turn out. They can choose to click on a link to our website, where they will be

presented with a package that includes the items they have specified.

 Place

Website

We are offering our service through our website. The website provides all the information from

different packages available, services and destinations that we offer, and customer reviews and

feedbacks. The detailed information on our website will help the customers to not only get an

idea of what we offer but will also serve as a starting point for their wedding plan and will give

them somewhat of an idea what kind of wedding they want even before the appointment with our

consultants.

https://wishhhhh.wixsite.com/destinationweddings

Online consulting

People in the modern world lead very busy lives and don't have much time to schedule

appointments or frequently meet event planners. As a result, the entire globe has gone digital. We

provide you an entirely online service. You no longer have to be concerned about personally

meeting your event planner. No matter where you are located, we are only a click away.

Schedule a meeting at your convenience, speak with our experts online, and organize your

wedding in the comfort of your own house. We have designed each and every process with

flexibility keeping customers’ convenience in mind.

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Offices in major cities

However, we do understand that some customers especially those from generation X are

skeptical of all online services without meeting the actual people. to cater that need of our

customers we’ll have offices in major cities including Lahore, Karachi and Islamabad.

Customers can visit us at our office after their initial consulting appointment online.

 Price
To determine appropriate prices for our customized and pre-planned packages at "The Day

Makers," the pricing strategy that our management has decided on is cost-based pricing,

specifically, cost-plus pricing. One reason for using this strategy is that our business runs under

monopolistic competition. This means that our services are highly differentiated in contrast with

other competitors in the marketplace as they do not offer services at an international level.

Another reason for using markup pricing is that we have a limited demand for our services

currently; thus, we cannot accurately measure the value customers give to our services.

Therefore, cost-based pricing is the best pricing strategy for our business compared to value-

based and competition-based pricing.

We at "The Day Makers" offer various services, from our pre-planned silver, gold, and platinum

packages to customized packages with all details according to our customer's wants. Due to this,

prices of all our services vary based on different factors like the destination, airline, hotel,

decoration, etc. Hence, we do not have a set price for our packages.

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To find a base price, the following is the price calculation for our silver package, which includes

a 3-day trip to Dubai via Emirates airline with a stay of 50 guests at InterContinental Dubai

Marina. For further services, customers can add optional features and add-ons.

Fixed costs include the charges of 1 meeting with our professionals to help customers select the

suitable package.

Fixed cost = 15,000 PKR

Variable costs include the price of the ticket (approximately 115,000 per person), visa booking

cost (50,000 PKR per person), and cost of room booking (50,000 PKR per person per night).

Variable costs = 315,000 PKR per person for a 3-night stay

= 15,750,000 PKR for 50 persons

Expected unit sales of this package = 5

So, our cost of this package = 15,750,000 + 15,000/5

= 15,753,000 PKR

At first, when we launch our business, we set a 40% markup on our sales. So, now we calculate

the markup price of our package, which we will offer to our customers.

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Markup price = 15,753,000/1 – 0.4

= 26,255,000 PKR

For our silver package described above, we will charge a price of 26, 255, 000 PKR.

The above calculations depict a base price for one of our pre-planned silver packages. This

shows how we calculate the price for our packages using cost-plus pricing. Our prices vary

depending upon different destinations, packages, additional services like specific catering and

decoration, etc.

While launching our business, our management relied on market skimming pricing strategy. For

this purpose, management first set a 40% markup, leading the price to 26,255,000 PKR. Higher

markup is set to skim maximum revenue from our target market, who is willing to pay a high

amount for our services. In this way, we make few sales but earn large profits. This helps us

establish a firm place in the market. Once we penetrate into the marketplace, we will reduce our

markup to 15%, which will cause the price to fall and become 18,532,940 PKR.

The above information and calculation provided us with a brief overview of how we set prices

using a cost-plus pricing strategy and how we use market skimming to set foot in the wedding

industry of Pakistan.

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 Promotions
To provide complete and correct information regarding our services, engage customers, and

stimulate the demand for our new-rising business, at “The Day Makers,” we will use a mix of

several promotional tools. Along with using sales promotion, personal selling, and publicity, we

will mainly rely on advertising and digital marketing as these are some of the most effective

forms of promotion.

1. Advertising

 Broadcast media: Even though marketing through traditional mass media like

television and radio is now declining due to the rapid digitalization of the world, we

will run our advertisements on various famous and most-watched television channels

in Pakistan as of September 2022, like GEO NEWS, ARY NEWS, DUNYA NEWS,

GEO ENT, ARY DIGITAL, and HUM TV. We chose these TV channels mainly

because 46% of our population watches above mentioned entertainment channels,

while 27% watch news channels (Desk, 2022). One of our reasons for advertising

through broadcast media is that along with targeting people from generations Y and Z,

we are also targeting parents from generation X since they are the leading wedding

planners in most Pakistani households. Therefore, advertising through these platforms

will gain our company an excellent reputation and reach in different segments of the

country.

 Print media: Firstly, we will print engaging posters and postcards and advertise them

in various newspapers. Since we are mainly targeting the well-educated upper class,

we will rely on top English newspapers of Pakistan like Dawn, Daily Times, The

Express Tribute, and Business Recorder (Jobsalert.com.pk, 2022). These newspapers

are widely read by our elite class in order to stay informed about famous events

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occurring on national as well as international levels. Secondly, we will advertise our

posters in popular fashion magazines like Mag- the weekly, me and my wedding,

brides and you, and Hello Pakistan (Creations, 2022). Moreover, magazines like

Sunday Times and The News on Sunday will also be our target. Our aim for choosing

these fashion magazines is that the status-conscious elites of Pakistan read these

regularly to stay up to date with fast-changing fashion trends and lifestyle. Also, elite

women raid these magazines in search for unique clothing to wear on weddings.

Hence, advertising through print media will also give our company great exposure.

 Online media: Along with using TV channels, newspapers, and magazines, we will

run our paid advertisements on certain online media platforms such as YouTube,

Facebook, Instagram, LinkedIn, and Twitter. As millions of people use these

platforms worldwide, our business will attract attention of large number of audiences

not only in Pakistan but also in other countries. Specifically, “The Day Makers” will

gain a lot of popularity especially in our chosen destination places like Dubai and

Maldives.

2. Direct and digital marketing

 Emails: As we are mainly focused on a small segment of the society, we will make

use of personalized direct tools like emails. Keeping in mind security and privacy

guidelines, we will attract specific individuals to raise awareness about our exciting,

customized services and pre-planned packages. Furthermore, through emails, we will

gather reviews and feedbacks from our customers regarding our services. For that, we

will send out short forms and then post the responses on our website and social media

pages.

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 Social media and mobile marketing: Living in the global village, we cannot deny the

significance of e-marketing. Moreover, young couples from generation Y and Z are

part of our target market; thus, digital marketing will specifically target them. For this

purpose, firstly, we will create pages on social media sites like Instagram, Facebook,

TikTok, and Pinterest. Posts and stories including brief details about our services will

be uploaded on a regular basis. We will also upload aesthetic photographs of our

destinations along with eye-catching captions and descriptions. Furthermore, we will

create our official YouTube channel where we will upload high quality videos and

shorts. These videos will range from mesmerizing videos of our destinations to

coverage of our events. The teams of media, design, and promotions departments at

“The Day Makers” will closely work together to actively manage these social media

handles.

3. Sales promotion and personal selling

 Discounts: We will offer discount offers, vouchers, and coupons to early adopters of

our services. This will allow us to build strong relationships with our customers and

encourage them to spread word of mouth about our business.

 Personal selling: Similarly, customer service team at “The Day Makers” will try to

create one-to-one interaction with guests attending our events. For this, our team will

set up a small helpdesk stall at the event where interested guests can gain complete

information face-to-face. Guests who show great interest in our services will also get

special offers.

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4. Public relations

 Sponsorships: “The Day Makers” will collaborate and form sponsorships with other

businesses in the wedding industry including photography, videography, catering,

florist stores, bridal boutiques, etc. These sponsorships will create a positive image of

our company and spread publicity.

Our management uses the objective-and-task method to set the total promotion budget since this

is the most productive and logical method. The principal objective of this method is to make

management see the relationship between the amount of money spent and promotion results.

Though figuring out the budget using this method is a challenging task, our management takes

on this daunting task because an effective promotional strategy is the key to success for any

business. And for an effective promotional strategy, having a proper budget is necessary.

9. Implementation plan and Control Mechanisms

We will have a short questionnaire asking the people visiting our website

how and from where they heard about us. The questions will be made as little intrusive as

possible not to annoy the website users. But it will provide us with the necessary information

regarding which method of our promotion works the most or if there is a pattern through which

information about this subject flows more efficiently. Additionally, we can track which links

bring in the most traffic to our website and compare those statistics between different social

media sites. These will help us measure how successful our marketing campaign has been and,

more specifically, which aspects of our campaign have had more success. Since we can reduce

costs by halting marketing in the least successful methods and reinvesting that money into the

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methods that are performing the best. Similarly, if some social media website is not bringing in

enough traffic to our website, we could stop paying for advertisements on them.

In terms of our service, we need to keep up our public image. Hence, we will have to maintain

good customer relationships all the time. Since our service is such that a customer only uses it

one time, if they are unhappy about any aspect of it or there is some mismanagement on our part,

we can try compensating them by giving them a small discount, or if it is during the event, then

we can provide free upgrades of hotel rooms to maintain an excellent business-customer

relationship.

10. Conclusion

This document will help us navigate the market our business will launch in. With the help of

customer and market data collection and the formation of a marketing strategy in light of the

most recent marketing studies, we hope to find a unique place in the wedding industry of

Pakistan. We have considered any shortcomings of our model and tried to formulate fallback

protocols for such situations, which is also done by well-accepted marketing strategies. But at the

end of it all, if we are able to create a service that appeals to the people who fantasize about the

perfectness of the most important day of their life and we can make that a reality, that might be

more important than any marketing that we can come up with for our business.

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References

Creations, H. (2022, March 24). 14 famous fashion magazines in Pakistan 2022 - magazine list.

14 Famous Fashion Magazines in Pakistan 2022 - Magazine List. Retrieved December 9, 2022,

from https://hibacreations.com/fashion-magazine-in-pakistan/

Desk, W. (2022, October 24). Ratings battle: Geo, ary retain top slots; here's the complete list of

Pakistan's most watched TV channels and programs (September, 2022). Daily Pakistan Global.

Retrieved December 9, 2022, from https://en.dailypakistan.com.pk/24-Oct-2022/ratings-battle-

geo-ary-retain-top-slots-here-s-the-complete-list-of-pakistan-s-most-watched-tv-channels-and-

programs-september-2022

Jobsalert.com.pk, X. (2022, January 28). Top 10 English newspapers in Pakistan 2022.

JobsAlert.pk. Retrieved December 9, 2022, from https://jobsalert.pk/top-10-english-newspapers-

in-pakistan/22952

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