DayDreamHolidays.com is launching an online hotel and flight booking portal in Pakistan. It aims to capture 2 million customers over the next year with 50% sales growth in year 1 and 100% in year 2. A large marketing campaign utilizing social media will introduce this new product. The portal will allow one-stop booking of hotels, flights and packages. No major competitors currently exist in Pakistan. The presentation outlines objectives, strategies, tactics and a 3-year budget with marketing expenses estimated at 12.5% of annual sales. It projects strong returns on investment and marketing contribution over the 3 years.

1. DAYDREAM HOLIDAYS.COM

2. DAY DREAM
HOLIDAYS
PRESENTED BY:
M. SAJID IQBAL
RABEEA HAIDER
TALAT NASEEM
TOUFEEQ AHMED

3. Agenda of Marketing Plan
Executive Summary
Situation Analysis
Objectives
Strategies
Tactics
Budget
Question & Answer

4. 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.

5. 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.

6. 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.

7. 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.

8. Market Segmentation
SEGMENTATION VARIABLES AND BREAKDOWNS FOR PAKISTANI CONSUMER MARKET OF
DREAMSHOLIDAYS.COM
MAIN DIMENSIONS VARIABLES BREAKDOWNS
Region
Nationwide (all provinces and territories )
with emphasis on Urban/Metropolitan areas
GEOGRAPHIC Area Size
SEGMENTATION 796,095 kilometer square
Density
Urban
Climate
All (East, West)
Age Under 12-65+
Gender Male, Female
DEMOGRAPHIC Income
SEGMENTATION Upto 75,000 Pak Rs per month or more than that
Occupation Professional; Managers, Supervisors, Salespeople, Proprietors.
Education
Personality Love to travel, adventures, very tolerant towards
PHYCHOGRAPHIC multiculturalism and internationalism.
SEGMENTATION Lifestyle Active life, Importance of work and social life, Progressive, Ambitious,
Leisure traveling
Benefits FUNCTIONAL BENEFITS:
Sougth
All available at one place
Special Packages offerings
PERCEPTUAL BENEFITS:
Interactive Services/Accessibility
BEHAVIORAL Social standing/good looking
SEGMENTATION 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

9. 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.

10. B2B & B2C
• A transaction that occurs between two
companies, as opposed to a transaction
involving a consumer. The term may also
describe a company that provides goods
or services for another company.
• A transaction that occurs between a
company and a consumer.

11. PORTAL
• A portal presents information from diverse sources in a unified way.
REVENUE
PROVIDING DATA WEB HOTELS
CONNECTIVITY PORTAL

12. CONFIRMATION (HOW WE WORKS)

13. 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

14. PRODUCT STRATEGY
User
Client interface
interface
Administ
-rative
interface
django

15. SERVICE STRATEGY

16. PROMOTION STRATEGY
• Website
• Advertising
• Public relations
• Branding

17. PRICING STRATEGY
Different packages are provided to customers and business partners

18. PLACEMENT STRATEGY

19. TACTICS
 Sales Promotion
 Public Relations
 Direct Marketing
 Online Marketing

20. 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.

21. 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.

22. 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

23. 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.

24. Budget
INVESTMENT COST
Total Setup Costs 300,000,000
I.T. related Expenditure 120,000,000
Paid to 3rd Party Supplier (as Guarantee) 100,000,000
Initial Admn Expenses 100,000,000
Total Investment 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

25. Budget
Day-Dream-Holidays.com
Financial Investment Plan
Year 1 Year 2 Year 3
Particulars Total
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
Net Profit before Taxes
% of Return on Investment 22% 33% 45% 100%
Initial Investment

26. Budget
Marketing Budget Plan
Personal (2.5% of Sales) 8,750,000 13,125,000 17,500,000
Salaries, wages
Benefits
Payroll taxes
Com m issions and b onuses
Research (1.5% of Sales) 5,250,000 7,875,000 10,500,000
Research firm fees
Web research
Independent research
Other research
A dvertisment (6% of Sales) 21,000,000 31,500,000 42,000,000
Prom otional b rochures
Television
FM Radio
Web -sites
Branding
Advertising
Direct m ark eting
Social Media Network
Mailings
Postcards
Pub lic Relations
Sponsorships
Newspapers
Billb oards
Bus sides
SMS & Phone Calls
Networking (1% of Sales) 3,500,000 5,250,000 7,000,000
Mem b erships
Affiliations
Sub scriptions
Promotional Event (1.5% of Sales) 5,250,000 7,875,000 10,500,000
Meal (breakfast, lunch, or dinner)
Sem inars
Work shops
Special Offer
Total M arketing Budget 43,750,000 65,625,000 87,500,000

27. Budget
Ratios Analysis
Particulars Year 1 Year 2 Year 3
Net Marketing Contribution (NMC) Net Sales - COGS - Mkt Exp. 166,250,000 249,375,000 332,500,000
NMC
Marketing Return on Sales 47.50% 47.50% 47.50%
Net Sales
NMC
Marketing Return on Investment 3.80 3.80 3.80
Mkt Exp.

28. Questions