Marketing Report

1. INTRODUCTION
1.1 Company Profile
Biometrics Securities is the one of the most trusted security provider in Pakistan. The
company has strong financial background and has sizable infrastructure managed by
professional staff. It has proven track record in this business and has plans for targeted
prosperous growth in future. The management carried over major expansion and
modernization of the unit over the years, and converted it into an integrated unit for the
production of innovative security products. The company markets the products through its
own distribution network. The company has currently 5 distributors all over Karachi and
Islamabad and a fleet of delivery vehicles to cover its entire supplies. It has its own
warehouses located in Karachi and Islamabad.
They are proven leader in biometrics technology and had covered the huge market within few
years. The products enjoy vast popularity and brand loyalties, and stand first in terms of
market share in this sector nationwide. At the present time its a market leader in biometrics
industry with a very good market share of 42%.With having a diverse portfolio of securities;
Biometrics Securities has recently added three more branches to its production. These
initiatives will not only fulfil consumers needs but also give them a broader range and variety
to explore.
Biometrics Securities has good market repute, due its good and consistent quality products.
The logo of the company is Lets Get Secured. The marketing policy of the company
envisages development of brand loyalties among the customers and consumers through their
continued involvement and participation in series of several promotional activities run by
professional staffs and consultants.
The company has successfully obtained the ISO-9002 quality system certifications.
Biometrics Securities is the first company to achieve such certifications in Pakistan within
the Biometrics sector.

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1.2 Mission & Vision Statement

1.2.1 Mission Statement

To be a result oriented and profitable Company by consistently improving market

share, quality, diversity, availability, presentation, reliability and customer acceptance.

To ensure cost consciousness in decision making and operations without

compromising the commitment to quality.

To set up highly ethical business standards and be a good corporate citizen,

contributing towards the development of the national economy and assisting
charitable causes.

To adopt appropriate safety rules and friendly environment policies.

1.2.2 Vision Statement

To be a market leader providing quality extruded snack products.

To strive for excellence and global recognition by continuous improvement,

innovation, dedication and growth.

2. SWOT ANALYSES
2.1 Strength

ISO-9002 Certified

The company has a well-defined quality policy and has successfully obtained the ISO9002 quality system certification in the year 2008. Biometrics Securities is the first
company to receive such certification in Pakistan in the Biometrics sector.

Good Market Reputation: The Company has good market repute, due to its good and
consistent quality product.

Market Leader

Another major strength of Biometrics Securities is its share. At the present time it is
the market share leader in the biometrics security industry.

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Quality Product: It is Biometrics Securities policy to provide good quality product to

customers at reasonable prices.

Nation Wide Distribution: The Company has 5 distributors all over Karachi and
Islamabad and a fleet of Hino and Mazda trucks to cover the entire supplies.

Professional Management: A team of professional managers with the following

practices performs the day to day administration of the company.

Familiar with psychographics and demographics of the local consumers.

Strong brand image and brand awareness in Pakistan.

Larger sales force

Strong and long-term relationship with distributors, car accessories providers and car
dealers.

Excellent marketing department assisted by a highly regarded marketing research

unit.

Motivated and committed employees.

2.2 Weaknesses

Less Production Capacity: Biometrics Securities is not been able to fulfil the demands
of the customers, the reason being that they dont have more capacity for production.

The reliance on outside capital necessary to grow the business.

A lack of retailers who can work face-to-face with the customers to generate brand
and product awareness.

The difficulty of developing brand awareness as a start-up company.

Weak spending on R&D.

Availability of hardware resources.

Software Application license and updates are quite expensive.

2.3 Opportunities

Product Line Diversification: The company can increase its product line by adding
more products to its product range
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High rate of car selling growth.

Creating awareness of biometrics and its security.

Import duty of hardware accessories should reduce from 45% to 25%. This would
collectively place the entire organized biometrics business in a more favourable
position.

Advertising the product through the channel of media, magazines, newspapers and
internet.

2.4 Threats

Competitors providing same technology.

Competitors with different types of car remote systems.

Biometrics Securities is competing with other security companies mainly due to price
factor and quality standards these companies are giving high task to Biometrics
Securities. There is also a bit threat from indirect competitors that may grow in future.

Economic Recession: Even Economic Recession is also a big threat for almost all the
countries these days.

Threat from cheaper accessories smuggled into the country via border areas of NWFP
and Baluchistan seriously affecting the earnings.

Increasing import duties since a lot of raw materials are imported would raise the
price of its end products.

3. RESEARCH PLAN
3.1 Research Approach
To track the market value of our product we have developed a research plan based on a
questionnaire and focused group analysis. Details of the research plan are given below.
3.1.1 Questionnaire
A questionnaire comprising 20 questions was distributed among potential clients with the aim
to assess customer needs and expectations about the product. This questionnaire was
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distributed at various showrooms and service centres for subsequent feedback from
respective customers. A total of 50 questionnaires were distributed and on the basis of
feedback received, potential market value of our product is as given below:

Product meets customer requirements 40;

Product does not fully meet customer requirement 5;

No Reply 5

3.1.2 Focused Group Analysis

20 in number prototype security systems were distributed among customers for product
analysis and feedback. Based on this research following has been established:

Products meets customer expectations 15;

Does not meet customer expectations 3;

No reply 2

4. SITUATION ANALYSES
Biometrics Securities owners and directors analysed and planned the situation of the product
using the 4C framework. 4C stands for customer, competitor, company and context.
4.1 Customers
Biometrics Securities has entered the market of securities 3 years ago and currently it has
been the leading car biometrics securities provider in Pakistan. The company has built strong
relationship with the well-known dealers of cars in Pakistan by focusing on communication
and services channel.
Biometrics Securities is also exploring his market by selling their product to the local
contributors and car accessories holders. It has also been observed by the research that it
could be helpful for market of transporters. Biometrics Securities has planned to import their
products all over Asia.

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The customers have always been quite contended with the products. Theres a huge wide
range of products produced that are being used by consumers on regular basis. The company
has maintained its standard though out, that has helped in binding strong relations with its
customers. Customers dont feel like switching to any other security system and are blind
folded by the standard and quality produced.
4.2 Competitors
Since its an innovative product initially launched by Biometrics Securities.

The major

competitors are the organizations which are providing services to secure your car which
includes Car Remote Security Systems and Manual Anti-Theft Systems. The real edge of our
product is that it can only be operated by the designated person. After detailed analysis it has
been found that its major competitive advantage is the assured access to good quality raw
material at a very reasonable cost, and its ability to scale up operations within the first two
years by acquiring processing units in strategic locations through venture funding.
4.3 Company
Biometrics Securities products have been well received and marketing will be the key to the
development of brand and product awareness as well as the growth of the customer base.
Biometrics Securities offers several different car accessories serving the growth of inline
automobile industries.
Biometrics Securities possesses good information about the market and knows a great deal
about the common attributes of the most valuable customers. This information will be
leveraged to better understand who is served, what their specific needs are, and how
Biometrics Securities can better communicate with them. People at Biometrics Securities
work together to attain a single target that is customer needs and satisfaction.
Initially the capacity is to generate 15000 biometric cars remote per month on a full capacity
basis. However, the capacity utilization is expected to be 70%, 80% and 100% in the first,
second, and third year respectively. The plant will operate for eight to nine months in a year,
due to the high rate of criminal issues in the city.

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4.4 Context
It has been observed that currently the strength of automobiles in Pakistan is around 5 million
and its increasing by 10% each year. Stats provided by Citizen Police Liaison Committee is
each year 1500 crime cases of car and around 20,000 issues of motor bikes theft occurs. And
almost 30% of the cars have been stolen on a gun point situation. And the remaining 70% of
the cars has been stolen by master door key or by using other tools which are handful to
unlock door locks.

5. MARKETING OPPORTUNITY AND ISSUE

It has been felt that a large number of car users faced the risk of car snatching due to nonavailability of a fool-proof and effective Car Security System, which ensures round the clock
complete protection of their vehicles.
At the same time, tracking devices / services available in the market are not 100% secure and
could be tampered easily. Keeping in view the above problem, a product has been invented
and produced for launch in the local market.
It has been analysed that in this modern age people are more concerned about the security of
their cars. By keeping this in mind Biometrics Securities produced a product which would be
more reliable and economical product that would benefit the owner of cars.

6. MARKETING OBJECTIVES
1. Achieve sales of 1000, 2000 and 3000 pieces in the first, second and third year
respectively.
Year
End of Dec 2010
End of July 2011
End of Dec 2011
End of July 2012
End of Dec 2012

Sales (piece)
500
700
800
1200
1500

Rupees (Thousand)
750
1050
1200
1800
2475

Assumptions:

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The manufacturing plant will run for eight months in the first year at 70% of the
capacity, for nine months in the second year at 80% of the capacity and for 10 months
in the third year at 100% of the capacity.

The realized price will be PRs. 1500/ piece for the first two years and Rs. 1650/ piece
for the third year.

2. Achieve an internal rate of return of about 30%.

3. Achieve an average growth in sales of about 25% per year.
4. Achieve the image of the most-preferred supplier in the minds of the buyer by delivering
the superior value through quality, price and reliability.

7. MARKETING STRATEGY
The marketing strategy of Biometrics Securities is to provide satisfactory and reliable product
that will ensure the financial factors, maintenance cost and operational cost by maintaining
the quality of the product. By keeping in mind user friendly and portable product will be
marketed to gather the maximum attention of respected customers.
Biometrics Securities uses two types of strategies, such as Push and Pull Strategies. They use
the combination of these two strategies. Push strategy is concerned with the short term period
and it is usually less expensive and in this strategy the company emphasis over the customers,
while the pull strategy is used for long term period and in this strategy company emphasis on
trade rather than customers.
7.1 The growth Strategy

For

corporate

growth

Biometrics

Securities is following growth strategies:

1) Product Development
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8. TARGET MARKETS
Biometrics Securities will collaborate with all types of car dealers and distributors whose
focus is to maintain the relationship with the customers by providing them best quality
product and services.
Parallel to distributors and car dealers market car accessories holders and transporters also lie
in the boundary of targeted market. We had created our own contributors so that we can
capture small markets which involve car mechanics.

9. POSITIONING
Biometrics Securities position itself as a value-for-money brand, one that is reliable, durable,
long lasting, easy to carry, user friendly and easy to install. Its appeal will be Lets secure
your car.
Its management is able to use its vast experience and personal passion for the security to
develop innovative, useful accessories for a broad range of vehicles securities.

10. MARKETING MIX

In this area we will discuss 4P framework of marketing which includes Product, Price, Place
and Promotion.
10.1 Product
Biometrics Car Remote System is of high premium quality product and mainly to cater the
upper-upper and upper-lower class market. We are also planning to produce the product
which would be able to secure motor bikes also. This product is basically the demand of those
who are car lovers and who are worried about the security of their vehicle.
Furthermore, this product could be enhanced with the technology of Car Tracking System
which would be handier for the customers. A single product would be launched with the
features of remote security, central locking and car tracking and the major advantage of that
product would be Biometrics Technology.

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10.2 Price
Pricing strategy of Biometrics Car Remote System is quite effective. Hence they offer valuefor-money the selling price will begin at the rate of PRs. 1500/piece which includes 4
rechargeable batteries to the contributors. The Security system does not have any running
costs like service charges, maintenance etc. The discount of 10% will be offered on the
invoice price for quantity exceeding 200/months to the contributors. The distributor will
decide the maximum retail price to be printed on the packing.
10.3 Place
Initially Biometrics Car Remote will be supplied to almost all car dealers, distributors,
showrooms, and accessories holders which are in Karachi and Islamabad. After the
completion of first year and analysing the market of the product we would also start selling
the product in other cities of the country.
We have also planned to open a regional office in Middle East and Europe after the end of 1 st
phase. Since this product is compatible with all kinds branded cars therefore it could be
marketed all around the world but it wouldnt be very successful to those places where there
are low crime rates. Before we start exporting our product to other countries we have to
identify the stats of crime rates.
10.4 Promotion
Biometrics Securities actively participate in all the promotional activities. The annual cost of
the promotion is RS. 65 million, right about it also arranges different competitions with
different security companies for promotion purposes.
10.4.1 Advertisement
10.4.1.1 Electronic Media
Biometrics Securities promotes the Biometrics Car Remote system by T.V ads, the ads were
screened on almost all the media channels.

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10.4.1.2 Print Media

Biometrics Securities publishes promotional ads of security system in the newspapers on
regular basis. E.g. Dawn, Jang & Express newspapers have been selected for publishing ads.
They are also promoting their security system through magazines E.g. Spider, New Week.
10.4.1.3 Personal Relation with consumers
Biometrics Securities established call centre which helps consumers queries about the
security systems. It includes software re-installation, how to recover it back to stable mode if
gets hang and how to change security settings.

11. REVIEWS AND CONTROL

Biometrics Securities will have simple, decision friendly, weekly, monthly, quarterly, and
annual reports focusing on

Revenue and unit sales

Expenses

Customer Feedback

12. MARKETING ORGANIZATION

The responsibility of one of the two owners is to head the marketing function and will be
supported by senior managers.

13. RECOMMENDATION
We have some suggestions for the company. Some of them are:

As far as prices are concerned they are little bit expensive as compared to their
competitors so we suggest that the charges should be reduced.

Biometrics Securities should attract maximum customers and satisfy them.

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They should reduce the size of the product so that it can be kept in pockets.

They should try to cater to every segment with different products, so the threat from
competitors is lessened down.

Biometrics Securities has weak production link, it should try to invest more in its
production, so that it can meet customer needs more efficiently, and overcome its
weakness.

Join alliances with automobile industries, to which you can provide products on large
scale. By this, Biometrics Securities can cater to huge market and maintain good
customer relationships.

They can increase their product line by adding more products into their range.

It should increase their advertising and promotions, to bring the product back to the
growth stage and attract more customers.

They should try to modify the market, product and marketing mix, in order to
maintain a good recognized position and meet competition.

The company should try to change the packaging of the product, change the
characteristics such as quality, it can attract new users.

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