Marketing Plan Marina Environmental Consultants Pakistan

Prepared by: Jahangeer Asad Ahmed Fawad Adil (MBA, IU, Karachi)
Prepared by: Group No.11 Page 1

Table of Contents
Table of Contents........................................................................................................ 2 SITUATION ANALYSIS...................................................................................................7 SWOT Analysis:........................................................................................................ 7 Strength...............................................................................................................................................7 Weaknesses.........................................................................................................................................7 Threat..................................................................................................................................................8 INDUSTRY ANALYSIS:............................................................................................... 8 COMPANY ANALYSIS.................................................................................................8 MARKET-SERVICE FOCUS.............................................................................................9 Marketing and Service Objectives:...........................................................................9 Target Market......................................................................................................................................9 Points of Difference.............................................................................................................................9 Positioning.........................................................................................................................................10 Product and Service Descriptions......................................................................................................11 MARKETING PROGRAM..............................................................................................14 Identity Package................................................................................................................................14 Direct Marketing Campaign..............................................................................................................14 Brochure............................................................................................................................................14 Advertisement....................................................................................................................................14 Networking.............................................................................................................15 PRICING STRATEGY................................................................................................17 PROJECTED NET INCOME............................................................................................................19 MARKETING ORGANIZATION......................................................................................20 Prepared by: Group No.11 Page 2

IMPLEMENTATION PLAN.............................................................................................21

Prepared by: Group No.11

Page 3

EXECUTIVE SUMMARY
Marina Environmental Consultants Pakistan (MECPAK) a new business being established in Karachi, Sindh, Pakistan. MECPAK team is specialized in consulting services for small and medium sized businesses. Primary services will include feasibility studies for Carbon Credit earnings, development of environmental management plan, EIA, IEE, operational reviews for risk assessment. Goals of MECPAK are to make MECPAK well recognized consulting firm in market through advertisement and promotions, obtain loan for startup of business, get contracts with (A category industries), Leave behind the competitors by providing high level of customer satisfaction in low price to small businesses and to create awareness regarding carbon credit revenue for industries. MECPAK is offering unique consultancy services as compared to competitors as we will assist industries to generate revenue from reducing environmental pollution through Carbon Credit buyers, reuse of wasted material and in house recycling techniques. Target market is small and medium sized new and existing businesses in the Karachi region also public sector projects. At present there are almost 38 consultants in market including 3 multinational companies. MECPAK has competitive advantage of well reputed consultants and recognized engineers and offers low cost services to small businesses where none other is involved. Situation in country is in more favor of consulting firms as compared to other businesses and demand is increasing continuously but there is still uncertainty of market collapse because of political uncertainty in country. Marketing program of MECPAK contain Identity Package, Direct Marketing Campaign, brochures, website, networking with Trade Associations in Karachi and Participation in various trade shows held in Karachi. Projected revenue for the first year is Rs. 109,000, in second year Rs. 12, 47,000 and in third year it is increased to Rs. 39, 13000. 91% increase in revenue is observed in second year and 68 % in 2012 as compared to 2013 which show that company can sustain and pay off its liabilities.

Prepared by: Group No.11

Page 4

INTRODUCTION TO MECPAK
Marina Environmental Consultants Pakistan (MECPAK) is a new business being established in Karachi, Sindh, Pakistan. The business will provide consulting services for small and medium sized projects/businesses. Primary services will include feasibility studies for Carbon Credit earnings, development of environmental management plan, EIA, IEE, operational reviews for risk assessment, recommendation for suitable remedial measures, seminars and workshops. Our key objective during the first 12 months of operation is to develop a profitable consulting business and mange to get annual contract with at least 10 industries. To do this, a strong client base will be developed through networking with Trade Associations, affiliating with small business loan divisions of the local banks, participate in main trade shows and events

MECPAK offers the following services:

i.
ii. iii. iv. v. vi. vii.

Hazard and Risk Assessments Environmental Impact Assessments Initial Environmental Examinations Training in General Environmental Management, Implementation of EMS, Awareness Third party Environmental & Sustainability report verification Development of HSE, Environmental policies & Management systems. Feasibility study for Carbon Credit system Environment Management Plan

viii.

Prepared by: Group No.11

Page 5

STRATEGIC FOCUS AND PLAN

Mission
Our mission is to provide our clients with environmental consultant services that help them to add financial surplus in their business. This approach will help MECPAK to become more successful and to become a leader in consulting to small and medium sized projects/businesses. MECPAK will obtain a loan Rs 01 Million (on 5years terms) to initiate the business.

Vision
It is our vision to provide environmental solutions to each factory to make them environmental friendly and more profitable. We are striving to grow our company and create value in the market with distinct services. GOALS: i. We aim to make MECPAK well recognized company in market through advertisement and promotions.
ii.

Obtain loan for startup of business Service Contracts with 10 (A category industries) in first year and 20 in second year. Leave behind the competitors by providing high level of customer satisfaction in low price. Create awareness regarding carbon credit revenue for industries.

iii. iv.
v.

CORE COMPETENCY AND SUSTAINABLE COMPETITIVE ADVANTAGE: MECPAK is offering unique consultancy services as compared to competitors. Our learned team has experience of working in public sector (SEPA) and international consultants like CTII and Green blue company of the Japan. We are offering consulting services which will bring financial incentives carbon credit and green product logo to the industries with higher pollution levels.
Prepared by: Group No.11 Page 6

SITUATION ANALYSIS
SWOT Analysis:

Strength
Company has learned staff in the field of environmental monitoring and impact assessment. Good public liaison experience. Availability of Certified Environmental Laboratories in Sindh.

Weaknesses
Limited experience Low budget High competition

Opportunities
The government of Pakistan has issued an official gazette which inbounds every development project to go through a prior environmental threat analysis study. There is great potential in the market now. Already there are 38 companies working in the field.

Prepared by: Group No.11

Page 7

Threat
The current situation of energy crisis has caused reduction in development of new projects and industrial shifting trend is also observed during last five years. There is potential threat of market shrinkage or change perception of the business holders regarding environment and its priority.

INDUSTRY ANALYSIS:
Demand from the public and private sectors will bolster industry revenue over the next five years. Specifically, companies are looking to bolster their reputation and reduce their carbon footprint, strengthening demand for industry services. To capitalize on this trend, a number of nonemploying firms will likely enter the industry, and larger firms will experience more merger and acquisition activity. In Pakistan there are 38 Environmental consultancy firms are working in different regions (Including International firms). Leading firms include Halcrow, Hagler Baillay (more than 40 employees) which are basically well established and international firms working on Bigger projects including public sector projects. While other companies like NEC, MEC comparatively small in size and approach. Therefore it is clear that MECPAK has these direct competitors. MECPAK has a unique service proposal for acquisition of carbon credits from international market. Which help our firm to achieve its over all goals.

COMPANY ANALYSIS
MECPAK will be the only consulting firm in the region specializing in providing consulting services to small and medium sized businesses. MECPAK has a competitive advantage in this area due to the excellent consulting experience of Mr. Jahangeer Asad (Certified Environmental Consultant) with 8 years of experience with public, private sector and JICA (Govt. of Japan). However, as a new business, it may take time to establish a strong client base and develop reputation as a small business specialist. Mr. Jahangeer Asad has an excellent reputation in this area Mr. Abdul Fatah (Engineer) is former employee of a well reputed environmental consulting
Prepared by: Group No.11 Page 8

firm in Paksitan. He will communicate, negotiate and redirect any of this type of business to MECPAK.

MARKET-SERVICE FOCUS
Marketing and Service Objectives:

Create awareness in target market regarding environmental pollution and its impacts Motivate Industrialists to adopt environmental safety measures in their business Initiate awareness regarding Carbon Credit system (Earning) Build a professional image of MECPAK

Target Market
Our target markets will be small and medium sized new and existing businesses in the Karachi region. We will also submit proposals in response to any request for proposals we receive as well as for any relevant provincial and federal government contracts. MECPAK will make contract with at least 10 industries for their regular air, noise and effluent pollution monitoring. The contract period would be for 1 year and services will be provided on convenient dates in each month. The potential companies for this purpose are Dying industry, cement, marble and stone crushers, textile industries and pharmaceuticals

Points of Difference
MECPAK offers Carbon Credit Acquisition facility to most polluted industry which will bring financial incentives to the business from international Carbon Credit Buyers.

Prepared by: Group No.11

Page 9

Positioning
MECPAK is offering unique consultancy services in affordable prices. Therefore we position our service at excellent level. We are confident to provide high level of customer satisfaction and value.

Prepared by: Group No.11

Page 10

Product and Service Descriptions

1. Hazard and Risk Assessments: It is a quantitative and qualitative tool used for measuring the probability of incident occurrence and impact that a given area may experience if certain criteria are met during an incident. These tools can take many forms, from a simple paper survey to a calibrated set of indicators designed to be applied and manipulated for each analyzed area. Information is then prioritized and ranked to assess the importance and degree of preparation needed for each event.

2. Environmental Impact Assessments:

EIA is study of environmental impacts which are likely to occur during and after completion of a project. The study is based on modeling and simulation of possible impact on environment of a project. The project fall in this category are construction of any sky scraper, new industry, oil and gas exploration and many other projects. According to section 12 of PEPACT 1997 Initial environmental examination and environmental impact assessment.(1) No Proponent of a project shall commence construction or operation unless he has filed with the Government Agency designated by Federal Environmental Protection Agency or Provincial Environmental Protection Agencies, as the case may be, or, where the projects likely to cause an adverse environmental effects an environmental impact assessment, and has obtained from the Government Agency approval in respect thereof.

3. Initial Environmental Examinations:

Projects, in which the requirement for an EIA needs to be ascertained, should be subjected to an Initial Environmental Examination (IEE). IEE is carried out to determine whether
Prepared by: Group No.11 Page 11

potentially adverse environmental effects are significant or whether mitigation measures can be adopted to reduce or eliminate these adverse effects. IEE requires more in-depth analysis than applied in the screening procedure. Consequently, an IEE involves more time and resources. IEE also requires expert advice and technical input from environmental specialists so that potential environmental problems can be clearly defined.

4. Training in General Environmental Management, Implementation of EMS:

Environmental training for staff is important to help with ensuring legal compliance, development and implementation of Environmental Management System (EMS), and improving your organizations environmental performance. All staff should be appropriately trained in the organizations general environmental issues and specific training needs for individuals assigned particular roles should be identified and appropriate training given. Details are as under.

Environmental issues within and outside the organization. The organizations significant environmental impacts. Measures the organization is putting in place to manage its environmental impacts, such as implementing a company Environmental Policy and Environmental Management System. Measures put in place to ensure legal compliance. Actual improvements that have been made, such as recycling of waste, reductions in energy consumption.

5. Third party Environmental & Sustainability report verification:

Recent years have witnessed a continual growth in the number of companies reporting publicly on various aspects of their environmental and social performance. Accompanying this growth has been a discernible rise in the number of these reports that are being verified by independent third parties in order to increase the credibility of their contents for readers.

Prepared by: Group No.11

Page 12

6. Development of HSE, Environmental policies & Management systems:

Management of health, safety and environment (HSE) is considered to be an imperative for the survival and sustainable development of the company. MECPAK will assist organization in development of HSE policy for their work environment. Maintaining record of Health Safety and Environment is legal obligation in national law and prerequisite for different ISOs.

7. Environment Management Plan: EMP is set of mitigation measures to reduce potential environmental hazards associated with business. EMP is developed according to guidelines defined by the federal or provincial environmental protection agency. EMP is prerequisite for import of many controlled items like electronic scrap, chemicals etc. There is a huge demand for quick development of the EMPs.

Prepared by: Group No.11

Page 13

MARKETING PROGRAM
Identity Package
Initially, the business will invest into the design and implementation of an identity package. This identity package will be completed by a local and reputable professional. More specifically, the identity package will include a company logo, business cards, company profile, letterhead, and envelops. Mr. Ahmed Fawad will be responsible for purchase of identity material in quantities.

Direct Marketing Campaign

Secondly, the business will design and implement a direct marketing campaign. This will be done through general mail. Direct mailing will be made to the corporate market to initiate project enquiries. In Karachi there are five industrial associations and two of them (Korangi Industrial Area and SITE Area) have agreed to supply MECPAK with a mailing list of targeted clients. This direct mailing campaign will consist of a complete company portfolio and will also contain important contact information. This activity will be completed during the first three months of business operation.

Brochure
The business will begin with a general corporate type brochure establishing the positioning. This brochure will be developed as part of the start-up expenses. Literature and mailings for the initial market forums will be very important. The brochures will also be distributed in during trade shows.

Advertisement
A website will be developed in first year which will contain highlights for the services being offered and other details regarding MECAPAK.
Prepared by: Group No.11 Page 14

Networking
MECPAK will join following local business associations:
i. ii. iii.

Korangi Association of Trade & Industry (KATI). Landhi Association of Trade & Industry (LATI). North Karachi Association of Trade & Industry

Participation in Trade Shows

Thirdly, MECPAK will invest into the development of a trade show booth and will begin attending trade shows within Karachi. It is estimated that MECPAK will attend approximately three trade shows per year throughout its first three years of operation. The trade shows that MECPAK will attend in 2012 and 2013 are as under
i.

Safe Secure Pakistan

Safe Secure Pakistan is one of the most widely known and appreciated trade fair of the entire nation of Pakistan which will be conducted by manufacturers and retailers related to the field of international safety and security equipments manufacturing industries. Date: 08-MAY-12 to 10MAY-12, Venue: Karachi Expo Center, Karachi, Sindh, Pakistan

ii. International Defence Exhibition And Seminar

The International Defence Exhibition and Seminar (IDEAS) therefore, presents a display of a wide variety of technology ranging from equipment used in the third world countries to the most sophisticated systems from the West. Venue: Karachi Expo Center, Karachi, Sindh, Pakistan.
Prepared by: Group No.11 Page 15

iii. Engineering Asia

Engineering Asia aims at developing and promoting every sphere of engineering sector in Pakistan through inter / intra-industrial cooperation and joint ventures among local and foreign partners. Engineering Asia is based on the aspiration the only a strong well-built and efficient engineering system can help achieving a self-reliant and self-sustaining economy through better management of industrial sector environment. Date: 12-MAR-13 to 14-MAR-13Venue: Karachi Expo Center, Karachi, Sindh, Pakistan The company apparel will consist of outdoor clothing such as pants and T shirts. This will be done to add to the professional image of the business and provide a uniform presence. This will be a onetime purchase and will be done as employees are hired so that they can be properly fitted. As with all businesses, MECPAK once it has successfully attained and completed projects for its market, will begin to receive word of mouth advertising. This form of advertising is the best form; however, the business will not rely solely on this form of advertising.

Prepared by: Group No.11

Page 16

PRICING STRATEGY
MECPAK will utilize pricing strategies that will allow for the opportunity to gain small to medium sized projects designed to build reputation. The pricing strategy that will be utilized by this company is multiplier based pricing. This pricing strategy is one that is used widely throughout the industry and is accepted by its market. The following price breakdown will be the client charge out rate, obviously it will depend on the nature of the work required: Hazard and Risk Assessments a. b. c. d. Engineering work Administrative Field Technician Rs. Total Rs. 5000 Per Hour Rs. 3000 Per Hour 2000 Per Hour Rs. 10000 Per Hour

Environmental Impact Assessments a. b. c. Small Size Project Medium Size Project Large size project Rs. 350,000 Rs. 450,000 Rs. 600,000

Initial Environmental Examinations a. Small Size Project Rs. 200,000

b. c.

Medium Size Project Rs Large size project

300,000 Rs. 450,000

Prepared by: Group No.11

Page 17

Training in General Environmental Management, Implementation of EMS a. b. For 15 Days Program Rs For 30 Days Program Rs 120,000 200,000

Third party Environmental & Sustainability report verification a. b. With priority parameters confirmation only With complete parameters verification 100,000 200,000

Development of HSE, Environmental policies & Management systems a. b. Small Size Industry/Project Others 100,000 200,000

Environment Management Plan a. b. For NOC of Controlled Items import and export Others 200,000 125,000

The above price ranges includes disbursements and expenses with MECPAKs charge out. Each of the above projects will differ with respect to the intensity of knowledge based advice. Payment terms will be 50 % in Advance and 50 % at the time of completion. The company offers upto 15 % Discount to the industries making contract for their future monitoring activities. Note: This offer is for the service from 2 to 6.

Prepared by: Group No.11

Page 18

PROJECTED NET INCOME

Projected revenue for the first year is Rs. 109,000, in second year Rs. 12, 47,000 and in third year it is increased to Rs. 39, 13000. 91% increase in revenue is observed in second year and 68 % in 2012 as compared to 2013 which show that company can sustain and pay off its liabilities. Details are given in table 1.
Table 1 Sale forecast Services Year 2012 0 0 0 0 2013 0 350,00 0 700000 0 2014 250,000 700,000 140000 0 200000

Hazard and Risk Assessments Environmental Impact Assessments Initial Environmental Examinations Training in General Environmental Management, Implementation of EMS, Third party Environmental & Sustainability report verification Development of HSE, Environmental policies & Management systems. Environment Management Plan
Total sale (Expected)

0 0 375000

200000 0 625000

10,00,0 00 10,00,0 00 12,50,0 00 58,00,0 00

3,75,00 0

18,75,0 00

Expens es Inclusive Brochures Net profit 265,000 2000 109,000 628,00 0 0 124,70 00 188,600 0 1000 391,300 0

Prepared by: Group No.11

Page 19

MARKETING ORGANIZATION
No full time staff will be hired at MECPAK for at least two years. If any additional staff required completing marketing or client contracts will be hired on a subcontract basis in order to keep costs low.

Prepared by: Group No.11

Page 20

IMPLEMENTATION PLAN
Marketin g Plan Identity Package Brochure Direct Marketin g Campaig n Website Networki ng Participa tion in Trade Shows April May June July August Sept. October Nov Dec

Prepared by: Group No.11

Page 21