The document outlines a business plan for 'Islamian Marketers', a company focused on manufacturing high-quality cell phone pouches and ballpoints. It includes acknowledgments, legal confidentiality agreements, and a detailed organizational structure, along with insights into market analysis, SWOT analysis, and strategies for pricing and promotion. The plan aims to target upper-middle to middle-class customers, maintain quality and ethical values, and achieve annual profits of approximately 10,00,000 PKR with a starting capital of 50,00,000 PKR.

1. MARKETING PROJECT
InternatIonal IslamIc
UnIversIty Islamabad
(FacUlty oF management scIences)
sUbmItted to: ProF. syed
adnan sHabbIr
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2. GROUP MEMBERS; REGISTRATION NO;
MUHAMMED HASEEB 5761FMS/MBA/F12
JUNAID KHAN 5749 FMS/MBA/F12
MUHAMMED TAAIF 5760 FMS/MBA/F12
MUNEEB ANWAR 5753 FMS/MBA/F12
acknowledgement:
I wish to express my sincere gratitude to PROF.SYED ADNAN
SHABBIR, H.O.D of Marketing Department of INTERNATIONAL
ISLAMIC UNIVERSITY ISLAMABAD for providing us an opportunity
to do our project work on “IMPLEMENTATION OF BUSINESS PLAN”
We also wish to express our gratitude to the officials of;
“ISLAMIAN MARKETERS”
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3. Last but not the least we wish to avail our self of this opportunity,
express a sense of gratitude and love to our friends and our beloved
parents for their manual as well as emotional support and for
everything.
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4. legal Page
conFIdentIalIty agreement
The undersigned reader acknowledges that the information provided by
ISLAMIAN MARKETERS, in this business plan is confidential therefore,
reader must agree not to disclose it without the express written permission
of ISLAMIAN MARKETRS.
It is acknowledged by reader that information to be furnished in this
business plan is in all respects confidential in nature, other than
information which is in the public domain through other means and that
any disclosure or use of same by reader may cause serious harm or damage
to the company.
Date:
10th
December 2012
This is a business plan. It does not imply an offering of securities.
table oF contents
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5. No. Summary
1 Executive Summary
2 Introduction
3 Company Summary
4 Organizational Hierarchy Chart
5 Services
6 Objectives
7 Market Analysis
8 SWOT Analysis
9 Strategy & Implementation Summary
10 Pricing Strategy
11 Promotion
12 Implementation
13 Advertisement & Sales Summary
1. execUtIve sUmmary:
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6. Goal of “ISLAMIAN Marketers” is to become a leading company
which keeps on coming with new and innovative ideas, our field of
specialization is the manufacturing of high quality “Cell phone pouches &
Ball points” with unique and attractive designs, or with different names,
titles and logos. Our aim is to provide quality goods to our customers at
reasonable prices.
Company will provide products through extensive and exclusive channels.
Image in the market of the “Islamian Marketers” would be maintained by
quality products. Fashions adopted by us are according to the prevailing
cultures of our target markets. High Islamic ethical values will be
maintained in the culture of company.
We manage all costs in accordance with the range of price that we plan to
offer. Most of the stores sell products at 100% profit. We will discourage
this trend and will focus on prices according to the quality and nature as
well as the purchasing power of customers.
Price is also an important component of value. In recent years, customers
both in consumer and business markets have sought better value in goods
and services that they consume, we are focusing on that we will provide
our customers best use of their money for those particular products. We
have priced our products so that the money of the customer is valued as
much as our own and they are provided with quality products.
Our products are unique and designed such that the people become
interested in them. We target upper middle class and middle classes of
society. We will place our products according to their shopping place
preferences.
Company will start its business with capital amount of Rs.50, 00, 000.
Estimated plant and machinery would be of amount Rs.10, 00,000 and
future cost would be of Rs.7, 50,000. With this investment company will be
able to earn profit Rs. 10, 00,000(approx) annually.
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7. 2. INTRODUCTION
“Islamian Marketeers” stared working in year 2009. At that
time the leather industry was facing rapid growth, so we came up
with the idea of providing quality Cell phone pouches and card
holders. Our main focus is to maintain quality, which is one of the
foremost requirements in order to survive in the market.
The idea of Cellphone pouches came to us when we observed
that people hold certain kind of cellphones, but fails to hold them
safely. So we decided to launch cell phone pouches. The idea was to
have a ball point which is of reasonable price and elegant in look. We
focused on those customers who are quality conscious. Our products
are available in different styles, stuff and colors.
3. COMPANY SUMMARY
3.1 COMPANY:
Our company name is “Islamian Marketers”
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8. 3.2 COMPANY’S VISION:
Vision of our company is very broad and future oriented. Its
vision is to become the leader in the market in the field of cell phone
pouches & branded Ball points. Our motto is to serve our customers
with innovative ideas. We will provide the optimal choice for
customers. Company aimed to build a business based on sound
human values and principles and reflects the basic ideas of fairness,
honesty, and a general concern for people.
3.3 MISSION STATeMeNT:
“Islamian Marketers” focus on continual innovation and Quality to meet the consumers'
expectations. We seek to ensure that our products are available whenever, wherever and however our consumers want them.
3.4 Management Team:
Our Management team includes;
Muhammed Haseeb, Junaid Khan, Muhammed Taaif, Muneeb
Anwar.
3.5 PRODUCT DeSCRIPTION:
Cell phone pouches and Exclusive Ball points are our specialized products,
which we manufacture according to the desire of customers for local as
well as foreign markets. The packaged version of our products, places them
in the rapidly growing group of high-quality, premium-priced products
which fit with the domestic and international lifestyles.
Cell PhONe POUCheS& exclusive ball points
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9. 4. Organization Hierarchy Chart:
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Chief Executive
G.M. H.RG.M.FinanceG.M. Marketing
Business Unit
Manager
Business Unit
Manager
Business Unit
Manager

10. 5. SeRVICeS
“Islamian Marketers” will have competencies in the following areas;
1. Offer a high quality product whose image is recognizable among
consumer.
2. Products in different designs
3. Developing a reputation among retailers as a reliable manufacturer,
delivering the request number of product on schedule.
6. ObjeCTIVeS
6.1 FINANCIAl ObjeCTIVe
1. Increase revenue by at least 10% each year
2. Obtain financing to expand manufacturing capability
6.2 NON FINANCIAl ObjeCTIVe
1. Doing work for the welfare of the society
2. Try to maintain to create strong relation with customer and
supplier
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Section Head
Sales
Section Head
Customer Care
Section Head
Sales
Section Head
Customer Care
Section Head
Sales
Section Head
Customer Care
1. Corporate sale
2. Retail Sales
1. Front end. Care
2-Back and care
1. Front end. Care
2-Back and care
1. Front end. Care
2-Back and care
1. Corporate sale
2. Retail Sales
1. Corporate sale
2. Retail Sales

11. 3. Enter into new geographic market within 1 year.
7. MARkeT ANAlYSIS
In order to profitably satisfy customer needs, “Islamian Marketeers”
must understand its external and internal situation, including the
customer, the market environment, and the firm's own capabilities.
Furthermore, it needs to forecast trends in the dynamic environment. As
we talk about the dynamic environment, it gives us a clear picture of the
environment. There are so many aspects in market which are changing
so rapidly that we have to keep eye on them because it affects the
product or organization directly or indirectly.
Situation analysis can be done in the following ways
 Company
 Collaborators
 Competitors
 Customers
7.1 COMPANY gOAlS:
 Goals of are “Islamian Marketers” to be the leading selling brand in
the future.
 Image in the market of the “Islamian Marketers” would be
maintained by quality products.
 Technology adopted by “Islamian Marketers” is fast, prompt and
unmatchable in the market.
 The company provides products through extensive and exclusive
channels.
 Culture of the company is maintained on the high Islamic ethical
values.
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12. 7.2 COllAbORATORS:
 Distributors
 Suppliers
 Alliances
7.3 COMPeTITORS:
 Direct competitors are those who are competing with us in the same
target market.
 Products of “Islamian Marketers” very unique and versatile from
existing competitors in the market.
 Strengths and weaknesses of competitors would be look in the way
which is beneficial for us and provide us with some new changes in
our products according to the industry.
7.4 CUSTOMeRS:
 Market size of “Islamian Marketers” is initially to cover the local
market and then to enter in the main markets nationally and
internationally.
 Benefits to the customers are that we will guarantee our product and
the service of the shops is very comfortable for them.
 Motivation is a very basic aspect to customer. We motivate them by
our exclusive advertisement.
 Retail channel – as listed there should be at least three to four
channels in the local market. Target market provides the clear picture
of it.
 Consumer information about the product is provided as listed
through proper and exclusive ads in Television, newspapers etc.
 Buying process is very simple, that’s not a single customer find any
difficulty in purchasing the product.
 Quantity purchased at a time should be in accordance with
customers need and demand.
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13. 8. Swot analySiS
It is the evaluation of available Information concerning the
Business environment in order to identify internal strengths and
weaknesses, and external Threats and Opportunities. SWOT analysis
is also known as Situational analysis and, when applied to
competitors, as Competitor profiling.
The following SWOT analysis captures the key strengths and
weaknesses within the company, and describes the opportunities
and threats facing “Islamian Marketers”.
8.1 StREnGHtS:
 Strong long term relationships with distributors.
 Excellent staff specially, trained and customer attentive.
 These products are available in many stores and shopping
malls.
 A long term relationship with the customer and keeps the
loyalty of the customer.
 These are most innovative and creative approach, for the first
time.
 These products are available in different colors and styles.
 Outlets Location is customer’s door step.
 It is available in different sizes.
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14. 8.2 wEaKnESSES:
 The struggle to build brand equity.
 Limited capital.
 Low availability of labour force and new technology.
 Less advertisement due to lack of capital.
 Improper marketing strategies.
 Lack of awareness of its user.
 There is high level of competition in all the targeted markets.
 There are no home delivery services.
8.3 oPPoRtUnitiES:
 An industry that seems immune to recessions.
 The ability to operate on lean overhead relative to competitors.
 Target markets are domestic and international markets specially
those which are highly rated as consumer oriented markets.
 Growing population of users.
8.4 tHREatS:
 The introduction of a competitor to the leather industry with
similar business products.
 There is low per capita income due to which people aren’t able to
purchased high quality key holders, card holders.
 Industrial growth is very low due to power crises and terrorism.
 Constant delays in the shipment of product.
 There is higher number of competitors in this market.
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15.  The Big brand names such as Next, Boss, Armani etc
 Instability in the government policies.
DiaGRam of Swot analySiS:
9. StRatEGy anD imPlEmEntation
SUmmaRy
9.1 taRGEt maRKEt:
9.1.1 ConSUmER:
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16. Our target market is all individuals. In which Students, working
people etc are included. Students are fashion conscious and we
provide them our product in different styles so they must buy our
product.
9.2 CHaRaCtERiStiCS EffECtinG BUyER BEHaVioUR:
There are many characteristics which effect buyer’s behaviour some
are illustrated as:
9.2.1 inComE:
The people with low income can’t buy the very high priced
items. Our product also covers low income community.
9.2.2 aGE:
Customers of all age, either teenager, young or old can use our
product. There will be no restriction for them.
Similarly ladies like our products due to their attractive colors or
because they are more fashion and style conscious.
9.2.3 oCCUPation:
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17. Occupation plays an important role. And people use this
because of strong brand name and unique design.
9.3 PRoDUCt:
Anything that can be offered to market for attention, acquisition, use
or consumption that might satisfy a want or need.
9.3.1 BRanD:
A name, term, sign, symbol, or design, or a combination of
these intended to identify the goods or services of one seller or
group of sellers and to differentiate them from those of
competitors.
9.3.2 SPECial fEatURES:
A product consists of certain features. A company can create
higher-level models by adding more features.
Features are a competitive tool for differentiating the company's
product from competitor's products. Following are the features on
which “Islamian Marketers” has competitive advantage.
1. Leather and Rexene products
2. Reasonable selling price
3. Good quality
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18. 4. Availability at convenient place
5. Different colors and designs
9.3.3 PaCKaGinG:
The activities of designing and producing wrapper for a
product are called packaging. Our cell phone pouches and pens
are packaged in a stylish manner.
9.3.4 laBElinG:
Labeling of our product is very attractive. “Islamian Marketers”
trade mark, price of a piece and sales tax is printed on wrapper.
Company name, the address of web site, and contact numbers are
also printed on wrapper, for customers.
9.4 DiStRiBUtionS
9.4.1 DiStRiBUtion CHannElS:
“It is a set of interdependent organizations involved in this
process of making a product or service available for consumption to
the consumer.
Marketing channel decisions are among the most important
decisions that management faces at “Islamian Marketers”, as it
directly affect every other marketing decision.
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19. 9.4.2 THE NATURE OF DISTRIBUTION CHANNELS:
“Islamian Marketers” use intermediaries to bring its products
to market. So it tries to forge a distribution channel.
There are two types of marketing channels or the way to reach the
customer.
9.4.3 MARKETING THROUGH DISTRIBUTORS:
“Islamian Marketers” use both direct marketing and
marketing through distributors as its channel level.
9.4.4 OWN CHANNEL:
“Islamian Marketers” also create its own distribution channel
for product distribution and also use private vendors for product
distribution.
10. PRICING STRATEGY:
10.1 PRICE
The amount of money charged for a product or service, or
sums of the values that consumers exchange for utilizing the benefits
of products and services. A company's pricing decisions are affected
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20. both by internal environmental factors and external environmental
factors.
10.2 END USER PRICE:
:
For our newly launched product we are adopting "market
penetration pricing strategy" that is setting low price for our new
product in order to attract a large number of buyers. We use this
strategy also looking at the economic situation of our country. We
are also taking into account the indirect competitors pricing
strategies while setting the price of our product.
10.3 INCENTIVES FOR RETAILERS:
1. Prizes through draw.
2. Giving the product on credit basis.
3. Cash Discounts.
4. Quantity Discounts.
11. PROMOTIONS
Producing a quality product and pricing it attractively and
making it available for the targeted consumers is not the only
problem companies need to solve. Modern era is the era of
communication with customer, assuring customer satisfaction,
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21. demands for personal and non personal communication with the
target customer to build a relationship with them.
“Islamian Marketers” are using a total marketing
communication program to promote its products. Its promotion mix
is a blend of advertising, sales promotion, personal selling and public
realigning.
11.1 PROMOTION STRATEGY:
Our promotion objectives are:
 To build long term market share.
 To change the attitude of consumer towards our product.
 To achieve these objectives we are using both pull and push
strategies.
11.2 PULL STRATEGY:
In pull strategy we will attract our buyers through
advertisement and point of purchase promotion.
11.3 PUSH STRATEGY:
As for as push strategy is concerned we give extra benefits to
our whole sellers and retailers.
These benefits are:
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22.  Prizes through lucky draw such as(cell phones)
 Giving the product on credit basis
 To target the offices and institutions we are using personal
selling.
 We are doing personal selling only in big cities, the reason is
most of our customers are living in big cities.
ISLAMIAN MARKETERS
SALES SUMMARY
We offered branded Cell phone pouches & Pens,
We packed the above mentioned things in an
attractive package. All sales were made on Cash
Bases.
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23. Products No Of
Units
Cost
Price
Sales
Price
Profit
Per Unit
Cell
phone
pouches
15 60 100 40 Rs
Pens 24 10 20 10 Rs
Total Cost: 1140
Total Sales: 1980
Total Profit: Sales – Cost
Profit: 1980-1140 = 840
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