Afterglow Final

8/8/2019 Afterglow Final

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TABLE OF CONTENTS

1. ACKNOWLEDGEMENTS1

2. INTRODUCTION.2

3. MISSION AND VISION3

4. EXECUTIVE SUMMARY4

5. BUSINESS OVERVIEW ...5

6. WHY AFTERGLOW? .6

7. MARKET DESCRIPTION. 7

8. ABOUT THE SERVICES.8-9

9. COMPETITIVE REVIEW AND

DISTRIBUTION REVIEW.10-11

10. SWOT ANALYSIS..12-13

11. OBJECTIVES.14

12. MARKETING RESEARCH AND STRATEGY15-16

13. MARKETING ORGANIZATION.17

14. BUDGET.18-19

15. MARKETING PLAN A SUCCESS OR FAILURE.......20


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ACKNOWLEDGEMENT

In the name of Allah, the most beneficent and merciful.This report is a term project of my course Introduction to

Marketing. I would like to thank Ms. Amber Raza who isthe instructor of this course for supporting me while I was working on this report. I also want to thank Mr.

Faizan Sheikh who is a student of BS in PAF-KIET and amarvelous C.G artist, for designing the logo of

AFTERGLOW.


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INTRODUCTION

NGOs are non-government organization which works for therehabilitation and social welfare of the poor and marginalized who areunable to survive in the society without an aid or assistance. NGOs arenon profitable firm that tries to figure out the negligible predicamentwhich is a major setback for any nation in there development.Non-government organizations have existed in Pakistan sinceindependence in 1947. The number of this type of organizationremained static for some 30 years but has mushroomed in the 1980sand 1990s. There are five laws under which NGOs in Pakistanoperate.

1. The social registration act of 1860 includes professional, culturaland educational bodies.

2. The trust act of 1882, legal covers for the private act of publiccharity.

3. Cooperative societies act of 1952.

4. The voluntary social welfare ordinance of 1961, regulate andassist the development.

5. The companies ordinance of 1984 allows the NGOs to setup asnon profit companies.


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MISSION AND VISION

Afterglow has one strong mission to make people self-assuredspiritually, to become dependable upon themselves rather thanbegging and asking for someones help. Afterglow has three maingoals on which it will work perpetually.

Welfare of the people and all the things related to make a life better.

Tracking their mind to work positively in any circumstancesrather than depending upon others.

Make people self dependent enough that they can helpthemselves and also work for the betterment of the society.


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EXECUTIVE SUMMARY

Afterglow is a non profitable company which has launched itself inthe market of non-government organization. Though it is very tough to compete with the leading NGOs of the country like EDHI, AKF, Red Crescent, and HREP and so on, we can still enter themarket with assurance because we are providing a unique andseveral positions of areas where afterglow can work for the welfarepurpose at a time. We are targeting almost every segment in theconsumer and business market through which they can give or takeadvantage of the opportunities like workshops for the needy people,events for the street children, food and shelter, schools and variousinstitutions and etc.

The exclusive and a new-fangled idea for making this marketingplan a success is that we will be helping only those who want tolearn and earn something more then depending upon charity unlikeother welfare associations do. This will not only help ourorganization getting more funds but can also penetrate the marketeasily. NGOs become active in specific circumstances or work effectively for specific time period but AFTERGLOW will work 24X7 in all the targeted areas efficiently and effectively. Thats why we state

HELP YOUR SELF AND WE WILL HELP YOU


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BUSINESS OVERVIEW

Afterglow is headquartered in Karachi, Pakistan since Feb. 2010,provides a welfare services to the poor and deprived people of thenation by awakening self-esteem in them through funds and programswhich afterglow is planning to organize for the needy peoples and notletting their minds to divert into wrong activities like begging and

criminal activities. Afterglow is bringing a fresh and innovativeapproach to welfare services acting as liaison between the needs andthe needy. Our goal is to make thinking of the people cognitive, so thatthey must know how to control or get rid of the unfavorable condition,we are there just to help them in their way, because for us everyonehas a right to live with freedom.

Unlike other NGOs AFTERGLOW is not working in specific areas orfor a specific time period but afterglow will be on the go for thewellbeing of the people but not wait for a catastrophe to occur, and forthis purpose. We are starting this service with our target on thefamilies whose earners are in prison by helping the person but not thefamily, through arranging a workshop within prison so that when they get bailed, they can start living by earning on their skills and if they are unable to get job anywhere so we will provide them jobs. Though

we have enough strong competitors in the market that could be agreat risk for our marketing plan but innovation always has the powerespecially when it is about the betterment of the society. The cost forthe workshop is worth around Rs. 5,000/- per session and per schoolwill cost only Rs 5,000 /-. Through this plan we can penetrate themarket easily due to its new approach towards a unique market.


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WHY AFTERGLOW

Afterglow founded around a month back by four students with a freshmind in service market, now entering this market with different sortof welfare and social service ideas. NGOs and welfare trusts arerapidly growing now a day, as mentioned earlier that almost every business individually or within the business is up to providing socialservices to the society. According to some statistics, because of thiscurrent situation of recession, the market of these types of organization will grow more than 65% in the next five years. Thoughthis industry does not have intense competition between the existingfirms but it is all about raising funds more than other NGOs. Here

pricing does not require any diplomatic strategy but we have alsoprepared a technique by which will be able to get more and morefunds because our work is on day to day welfare. There is no conceptof sales here but annual funds collected by this market are 35-40billion dollars.

To penetrate and stay in the market for a longer time, afterglow has towork first on those areas which are usually not covered or focused by other NGOs or no such action has been taken before on these areas aswe will be doing it so.


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MARKET DESCPRITION

As NGOs have no specific target market, but we have done asegmentation for the fund raising and for this purpose we havetargeted small business industries who wants to come up and lead the

market of their specific industry and donations from that businesscould reduce the taxes of their businesses. This strategy is for theinitial fund collection for our first two projects. As far as the long termplans are concerned, we will be targeting not only the businesses butalso wealthy families not only for the donations but also give theirtime to help us out morally and practically by taking part in ourdifferent projects.

EFFECTIVE TARGET MARKET FOR FUNDS/DONATIONS

0%

5%

10%

15%

20%

25%30%

35%

40%

45%

50%

SMALLBUSINESSES

CONUMERMARKET


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ABOUT THE SERVICES

As stated earlier that afterglow is working in almost ten differentareas that are

Children rights

Women rights Natural disasters

Blood and organ Donation

Welfare homes and rehabilitation centers

Old native rights

Population oriented

Animals and nature

Drugs and narcotics

Workshops for prisoners.

Since afterglow is working for the welfare of the prisoners so that they can again start their life in a positive direction, our first project isWORKSHOP FOR PRISONERS which is also working as an initial


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promotional activity for our NGO, to get more funds. In thisworkshop, we will be providing

Islamic Teachings.

Rehabilitations for prisoners. Teachings about Etiquettes.

Interpersonal skills training.

Areas of interest where a person has potential to work.

After all this, providing employment as per their skills.

First year fund raising are projected to be Rs. 1, 20,000/- based on Rs.100/- donated by each business and we have targeted almost 100businesses, after the successful running of this workshop, we will startschools in different rural areas of Karachi but the medium fordonations remains the same. With this financial aid, we will alsoprovide a list of things will be needed for setting up schools, and it ismentioned below. For the second year we will be working on projectsfor the women rights and also work on the current projects with highinvolvement of everyone in the market for the donations.


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COMPETITIVE AND DISTRIBUTIONREVIEW

COMPETITIVE REVIEW:

The emergence of new NGO which is working in several areas, haspressured other welfare services to work constantly, however, asstated earlier, there is no high competition for afterglow in themarket, due to its innovative idea of focusing those people who justneed a platform to become stable in the society, but still the Majorcompetitors of afterglow are

EDHI FOUNDATION: Working for the welfare and benefits of mankind for more than25 years and also has its roots overseas.

AGA KHAN FOUNATION:It is basically a community based NGO, which is mainly working for the Ismaili community, yet also some percent of itsfund, is used for the development of the different localities.


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RED CRESENT:One of a community based organization for the benefit of Christian community, established and head quartered in UnitedKingdom.

HUMAN RIGHTS EDUCATION PROGRAM (HREP):There focus is mainly on educational institutions for theawareness of every individuals rights.

Despite of this strong competition, Afterglow can carve out adefinite image and gain recognition in the market. Moreover, we are starting from grass root level which is an appealingalternative for the market to support our organization.


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DISTRIBUTION REVIEW

Since afterglow comes in the circle of social services and themarkets which we have targeted are small business companies,so we will be asking for donations, and they will also work asdistributors of our services but a questions arises which small

businesses can be effective enough for distribution. The mostimportant channels being focused for distribution are:

REAL STATE BUSINESSES

TRANSPORT SERVICES

SHOPPING MALLS.

PRIVATE SCHOOLS AND OTHER INSITUTIONS.

LOCAL COMPANIES.


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SWOT ANALYSISAFTERGLOW has several powerful strengths on which to grow butour major weaknesses are awareness about our services andresemblance with the goals of all other NGOs. The major opportunity is demand for such type of organization because of increment inpoverty rate due to recession, and the threat of higher competitionand facing controversies regarding funds, plans and its

implementation.

STRENTHGS:

Afterglow can grow on three important strengths

1. Pioneering concept for the wellbeing of society.

2. Innovative plans for providing services.

3. Donation price has to Rs. 1-100 /- not above that which isunique pricing strategy.

WEAKNESSES:

However afterglow is not the only NGO who is working in the abovementioned areas, nonetheless we have two basic weaknesses

1. Lack of awareness of our organization.


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2. Semblance with the goals of other organization.

OPPORTUNITIES:

Two advantages can be taken by afterglow from the market thatare:

1. Need of such organization due to current economical condition.

2. Targeted segment of market which will help our organization togrow.

THREATS:

We face three main threats at the introduction of our services.

1. Higher competition that can get more funds.

2. Facing controversies regarding funds, plans and itsimplementation.

3. Proper implementation of plans.


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OBJECTIVES

Afterglow has set an effective and achievable objectives for the first 6months, first and second year of market entry.

SIX MONTHS OBJECTIVE:

We will be focusing on at least 10% share of the welfare servicesindustry, by targeting at least 100 small businesses for the workshopsarranged within the jails and the equipments required for it.

FIRST YEAR OBJECTIVE:

We will be continuing the same project of workshop adding up 50schools in the rural areas of Karachi for children to achieve 25% of market share.

SECOND YEAR OBJECTIVE:

After successful conduction of last two projects, we will now focus onwomen rights in the same areas where we have built the schoolspredicting market share of 30% for the funds.


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MARKETING RESEARCH AND

MARKETING STRATEGY

MARKETING RESEARCH

AFTERGLOW is identifying the specific features and benefits that ourdonors of targeted market must value. Asking for new areas where wecan provide our services, getting new ideas from them for workingmore effectively, arranging conferences and seminars where we canget feedbacks.

Organizing awareness programs and analyzing that how we can help

them more effectively. Satisfaction of consumers should be consideredafter the research.

MARKETING STRATEGY

As afterglow is working for the benefits of the society, our primary consumers which we have selected are Prisoners in jail and rural areachildren, and for this purpose as stated earlier we have targeted smallbusiness companies for their development.


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Our secondary consumers are semi-students who study and work at atime, so this could be more socializing enough for them usually for theages between (20-40 years).

As far as afterglows price, promotion, place and product is concernedall these are mentioned below:

Price : donors will pay the amount between 1-100 rupees and as ourprimary target market is small business industries so we will beproviding the list for the material needed for schools and workshops.

Promotion: for promotion, we will be conducting a seminar orconference where we will invite all the socialites and also the peoplefrom other NGOs, by arranging different exhibitions of the stuff madeby people of our organization, in shopping malls and other areas.

Product: we are providing our services in Children right, Womenrights, Natural disasters, Blood and organ Donation, Welfare homesand rehabilitation centers, Old native rights, Population oriented,Animals and nature, Drugs and narcotics, Workshops for prisoners.

Place: Afterglow will work for at least a year within Karachi, after ayear it will be covering all the rural areas between Karachi andHyderabad.


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MARKETING ORGANIZATIONOF

AFTERGLOW

MARKETING HEAD

endowment MANAGER ADVERTISING MANAGER PROMOTION MANAGER


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BUDGET FOR THE FIRST YEAR

MONTHLY BUDGET

TARGETMARKET

DONATIONPER BUSINESS/INDIVIDUA L(INRUPEES)

FUNDS FOR WORKSHOP FOR PRISONERS(INRUPEES)

FUNDSFOR THERURAL

AREA SCHOOLS (INRUPEES)

TOTALCOLLECTION(INRUPEES)

SMALL

BUSINESSES(PRIMANY TARGET)

100 50 50 1, 20,

000

SEMI-STUDENTS(SECONDAR Y TARGET)

1-100 0.50-50 0.50-50 1,200-1,20,000


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YEARLY BUDGETOF

AFTERGLOW

EXPENSEOF EACHWORKSHOP

EXPENSE OFEACHSCHOOL

MONTHLY FUNDCOLLECTION

(WORKSHOP)

MONTHLY FUNDCOLLECTION

(SCHOOLS)

TOTALCOLLECTN

Rs. 5000/- Rs.5000/- Rs. 10,000/- Rs. 1,200-Rs.10,000/-

Rs.2,40,00


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MARKETING PLAN A SUCCESS OR FAILURE

AFTERGLOW has entered the market where every organization hasusually common goals, almost same target market but its marketingplan and implementation differs one NGO from another. Howevermarketing plan has to be a success because it only leads any organizational target to success. Since afterglow is new in the marketso it has proposed its marketing plan, which is a success due to itsstrategic planning about the target market, its limited promotion only in the concerned market, new and innovative ideas for the welfare of the people, its unique style of implementation and proper pricing forfunds and donations, but a risk is also present due to strong and high

awareness of the strong NGOs and peoples awareness and loyalty fortheir organization.

Afterglow Final

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