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M iss ion S ta te m ent

Our mission at Sabro is

To follow all the laws and rules of Islam.

To fulfill our customer need and desire and manufacture good quality products

worth their price.

To support our employees through better career opportunity.

To provide the highest possible return on shareholders investments. To sincerelyback up our business alliances.

To contribute in the development and promotion of Hi-technology in the country.To serve the society with fever and acts as a model for its uplift.

Our Objectives

To earn a reputation for being an innovative, trend setting brand. To be positioned as a lifestyle oriented, vibrant and contemporary product.

Build strong relationships.

Insisting on customer satisfaction in all areas.

Target Audience

Our product is equally beneficial for everybody.

Well have to focus on the all group of ages.

Marketing EnvironmentConsists of actors and forces outside the organization that affectmanagements ability to build and maintain relationships with targetcustomers.

Studying the environment allows marketers to take advantage ofopportunities as well as to combat threats.

Marketing intelligence and research are used to collect informationabout the environment.

The Microenvironment

Companys Internal Environment:

Areas inside of a company. Affects the marketing departments planning strategies.

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All departments must think consumer and work together toprovide superior customer value and satisfaction.

Suppliers

Provide resources needed to produce goods and services. Important link in the value delivery system.

For the purpose of delivering our customer products of very high quality we get

spare parts needed for providing goods and services to target customer from

different countries including America, Europe, Japan, Australia etc.

There are no specific suppliers from which we supply different parts needed to

provide goods and services to target customer.

0.1.1. Marketing intermediaries

Help the company to promote, sell, and distribute its goods to finalbuyers

Resellers

Physical distribution firms

Marketing services agencies

Financial intermediariesThere are different physical distribution firms, wholesalers and retailers, market

service agencies and financial intermediaries which help us provide our end

product to target customer. All of above mentioned groups which help us

provide our goods and services to target customer are our market

intermediaries.

Publics Any group that has an interest in or impact on an organization's

ability to achieve its objectives.

Types of Publics:

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Financial Media Government Citizen-action Local General

Internal

Competitors Those who serve a target market with products and services that

are viewed by consumers as being reasonable substitutes. Company must gain strategic advantage against these

organizations.

Direct competitors

The companies which are producing the solar A/C appliances arelabeled as our direct competitors and they include:

Solar Panels Plus

Tree hugger

Engadget

Master Well Enterprise

Indirect competitors

The companies other than above which are producing either Air

conditioners or solar Air conditioners are labeled as our indirect

competitors. Our competitive brands can also be our indirect

competitors.

They include:

Dakin

Mitsubishi

Samsung

Pel

Customers Five types of markets that purchase a firms goods and services.

Consumer

Business

Reseller

Government

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International

The Macro environment

Forces in the Macro environment

Demographic environment Marketers track changing age and family structures, geographic

population shifts, educational characteristics, and populationdiversity.

Economic environment Consists of factors that affect consumer purchasing power and

spending patterns.

People in our economic environment usually fall under these fourgroups based on their spending pattern and purchasing power.

Upper class

They are not affected by the change in the economicconditions and are more inclined towards the luxury items.

Middle class

They are careful about the life but they still can sometimesafford to enjoy their life.

Working classThey must stick close to basics of food, clothing and shelter

and had to try hard to save.

Underclass

They had to think hard even if they are purchasing basicneeds of their life such as food, clothing and shelter.

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Natural environmentThe world is under great environmental threats and we are aware of it that is

why we think at every environmental aspect of our product while developing

our product.

In countries like Pakistan where there is energy crisis we came up with a

product which is not only environmental friendly but also saves energy as it

does not need any electricity to work. It works on the solar energy that is

equally available to all people all over the world.

Technological environment Technology changes rapidly, creating new markets and

opportunities for some, while making other products obsolete.

Challenge is to make practical, affordable products.

Safety regulations result in higher research costs and a longer

time period between conceptualization and introduction of a

product.

Technology is now most dramatic force shaping our destiny. We have

maintained very high tech environment at all levels in developing our product

and always seek to improve it with respect to current trends in the

technological environment all over the world.

We are aware of the fact that technological environment changes rapidly and

we have to be updated with latest technological trends in order to compete inthis fast moving world.

Political environment Includes laws, government agencies, and pressure groups that

influence or limit various organizations and individuals in a given

society.

Areas of concern:

Increasing legislation. Changing government agency enforcement.

Increased emphasis on ethics and socially responsible

behavior.

The political environment in Pakistan is not stable there is rapid and sudden

change of governments and those changing governments does not pursue with

policies made by the previous governments.

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That unstable environment affects our business greatly in making our broad

policies. On the other hand there might be come legislations made by the

government towards business we have to be aware of those legislations in

making our broad business policies.

Cultural environmentThere are different people coming from different areas of Pakistan therefore

cultural environmental of Lahore is mixture of all cultures of Pakistan

depending upon the area from which people are coming. People coming from

north areas of Pakistan such as NWFP and Baluchistan will have different

culture altogether than people coming from Sindh.

On the other hand people coming from different areas of Punjab will have

different culture. We handle different people differently based on their taste

and areas from which they belong because area has a strong influence on

persons way of thinking. We keep in mind all these factors while developingour products.

Price

Market skimming pricing

As we came up with a new product that is solar air conditioner which works on the

solar energy and you do not have to pay electricity charges any more therefore we are

using market skimming pricing to skim layer by layer from the market.

Product line pricing

We have a product line containing five different products offered for different people in

different market and in different geographical location and with different features

therefore we are pricing different products on the basis of their features and we are

using product line pricing.

Place

We are offering our products in four outlets in each of our segment including our mainoutlet situated in different big cities of Pakistan.

Promotion

We are engaged in different activities to inform our customer about our products and

its features these activities are the use of different sources which are explained briefly

in this section.

We are in the early stages of our product development that is why we are mainly

focusing on informative promotional activities.

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The Marketing Communication Mix

The specific mix of advertising, personal selling, sales promotion, and public relations

a company uses.

We also use a specific mix of these tools for better public relations.

Advertising

We are advertising our products through televisions, news papers,

internet, and other such means.

Sales promotion

We are offering different types of incentives to our customers including 5

year warranty, repair services etc.

Public relations

We are trying our best to build with our customers healthy relations

through different activities such as we organize different entertainment

programs and other ceremonies.

Personal selling

We are also providing the services of selling our products at your door

steps through our delivery services.

Direct marketing

We are also planning for providing our customers with direct marketing

through the use of telephone, mail, fax, e-mail, and other tools directly

with specific customers.

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