INDEX

SR. NO. 1. CONTENTS EXECUTIVE SUMMARY

MISSION ,VISON

PAGE NO.

2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15.

MARKET

RESEARCH

ANALYSIS OF FIRMS COMPETETORS

SWOT ANALYSIS

PRODUCT

TARGET MARKET

CURRENT MARKET
POSITIONING

PRICE

PLACING

MARKETING AND PROMOTIONAL STRATEGIES FY-2011

PROMOTION

DISTRIBUTORS

CONTROL PLAN
BUDGET PLAN

EXECUTIVE SUMMARY
SAAI Power Solution (PVT) LTD. is a pioneer in the design and manufacture of diesel, gas and biogas generator sets. In future, SAAI will be a major global player and world leader in the provision of power generation solutions ensuring uninterrupted, continuous and stabilized power is provided whenever and wherever it is needed. From 25 to 300 kVA, our Diesel and Gas product range spans an array of applications from commercial use right through to power modules with the ability to operate as complete power stations supplying electricity to enterprises. Where standard power products cannot meet your power demands, SAAIs Power Solutions Team of specialist engineers provide tailored products to even the most challenging and complex power requirements All Solutions products are designed to meet the unique needs of each customer on a project-by-project basis also besides retailing and distributing. All Solutions products are designed to meet the unique needs of each customer on a project-by-project basis also besides retailing and distributing. Price would be charged taking into account the unique power generation needs of our clients. Taking into account the price of the generator as a stand-alone factor, the price would be adjusted for the seasonal variations SAAIs pricing strategy is that it will follow cost base pricing method. With production facilities in Karachi and Services Centers in Karachi and Lahore, our manufacturing and services operations cover Karachi, Hyderabad, Sukkur, Lahore, Rawalpindi, Faisalabad, Peshawar and Islamabad. We at SAAI have adopted a demand-pull strategy to meet the distinctive power generation needs of our clients. Keeping in view the industrial /commercial nature of the product, direct selling would be used as a promotional tool too. SAAI has hired and staffed highly skilled full and energetic professionals to deliver their best to meet customer satisfaction for this purpose. A total of 200 employees have been selected at different pay scales depending upon their potential expertise. A total investment of Rs. 207 Million has been financed to start and run the SAAI project. The financial contribution has been done by the SAAIs respectable and reputed directors. These directors include Mr. zeeshan ilyas, Mr. Ali, Mr. zunair . SAAI is prepared for any surprises occurring during the implementation of marketing plans, for this purpose the marketing department has been given special instructions by the CEO to Mr. sumair to evaluate the results of the adopted marketing strategy and plan and take corrective actions to ensure that the set objectives are obtained. Incase of any significant happening, realization or problems beyond normal call for Board Meeting. Besides marketing, strategic control of SAAI is also made stronger by keeping eye on the surrounding monitoring, calculating and adopting any changes that occur which is good for the company to be adopted. On completion of first operational year SAAI will audit its accounts, operations, inventory, human resources etc by KPMG as per requirement of SECP.

The audit report will be strictly studied. This audit will surely provide good input for action plan to be improved, made more effective.

VISION STATEMENT
Definition: A vision statement is sometimes called a picture of your company in the future but its so much more than that. Your vision statement is your inspiration, the framework for all your strategic planning. SAAIs vision is to be the leader in power solution products and related services in Pakistani Markets. We will earn our customers trust, loyalty, enthusiasm through continuous innovations, enhancements, improvements. We will meet the power demand by our teamwork, integrity and expertise of SAAIs professionals. SAAI embeds latest

technologies and concepts into its internal structure and as power solutions for commercial usage. We envision a horizon beyond what is around.

MISSION STATEMENT
Definition: A mission statement is a brief description of a company's fundamental purpose. A mission statement answers the question, "Why do we exist?" The mission statement articulates the company's purpose both for those in the organization and for the public.

 T o emerge as a large power solution company by creating innovations in the field to acquire bigger market share across the country  To achieve excellence in providing the best qualified technology experts to our clients with the highest standards of quality, integrity and mutual respect.  To assess performance of distributors in terms of deployment of resources to enhance market share in their respective zones (Northern and Southern).  To meet market requirements and clients satisfaction profitably.  To build strong relationship with clients to create high customer equity.  Providing our customers with the right product at the right price and subsequently providing unmatched 24/7 hours service is our motto, because of our professional expertise, capability and above all our commitment, we are confident of providing such services.  As for our customers, we believe that our customers are the best source of marketing. Their opinion counts and they are the ones who refer us to other potential customers. Therefore, our mission is to ensure that our business relationships are recurring and long term in nature.

Market research
 Definition
 To conduct market research, organisations may decide to undertake the project themselves (some through a marketing research department) or they might choose to commission it via a market research agency or consultancy. Whichever, before undertaking any research project, it is crucial to define the research objectives i.e. what are you trying to achieve from the research? and what do you need to know? After considering the objectives, Market Researchers can utilise many types of research techniques and methodologies to capture the data that they require. All of the available methodologies either collect quantitative or qualitative information. The use of each very much depends on the research objectives but many believe that results are most useful when the two methods are combined  It includes  Target market needs  Positioning and strategy  New product strength and weakness  Company strength and weakness  Packaging /pricing

CURRENT OVER ALL MARKET SITUATION

Socio Political & Economic Conditions in Pakistan

 Pakistan is the sixth most populous country in the world of 173 million people comprising 310,403 square miles bordering with India, Iran, Afghanistan and China.  The fight against Terrorism and Taliban which was initially limited to Northern and Tribal areas of the country has now entered in urban areas and started disturbing daily life activities.  The countrys macroeconomic environment is affected badly by intensification of war on terror and deepening of the global financial crisis, which penetrated into domestic economy through the route of substantial decline in Pakistans exports and a visible slow down in foreign direct inflow. Due to some prudent fiscal and monetary management, Pakistan has been able to show some economic recovery and registered provisional 4.1 % GDP growth in FY09-10.  Double digit inflation of 11.49% is also hurting the middle and lower middle class whose purchasing power has been further eroded. Prices of Household essentials and commodities are rising day by day which is seriously impacting consumptions of a common man and compelled him to focus more on essentials.  Although economic slowdown and rising inflation eroded the buying power of the people but we believe things will start improving soon because of recently taken monetary and fiscal measures to arrest inflation and economic slowdown which in turn improve consumptions.  Influence of electronic media on masses has increased manifold which enhanced aspiration level of an average Pakistani consumer particularly from urban areas and they constantly want to upgrade their lifestyles.

TERM COMPETITOR ANALYSIS

Competitive Analysis
Definition: Identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to those of your own product or service A competitive analysis is a critical part of your company marketing plan. With this evaluation, you can establish what makes your product or service unique--and therefore what attributes you play up in order to attract your target market. Evaluate your competitors by placing them in strategic groups according to how directly they compete for a share of the customer's dollar. For each competitor or strategic group, list their product or service, its profitability, growth pattern, marketing objectives and assumptions, current and past strategies, organizational and cost structure, strengths and weaknesses, and size (in sales) of the competitor's business. Answer questions such as:
y y y y y y y

Who are your competitors? What products or services do they sell? What is each competitor's market share? What are their past strategies? What are their current strategies? What type of media are used to market their products or services? How many hours per week do they purchase to advertise through the media used in this market? What are each competitor's strengths and weaknesses? What potential threats do your competitors pose? What potential opportunities do they make available for you?

y y y

Competitors offering similar Products and Services MAIN COMPETITORS:

GREAVES PAKISTAN (PVT) LTD. [ Others - Pakistan ]

Contact Info Modern Motors House Beaumont Road, Karachi 75530, Pakistan Phone: 9221-111354111 / 5682570 / 5682565 / 5682566 / 5682567 Fax: 9221-5683425
www.adamjeediesel.com SIEMENS PAKISTAN ENGINEERING CO. LTD. [ Others - Pakistan ]

Contact Info State Life Builfing The Mall, Peshawar 25000, Pakistan Phone: 9291-5276029 Fax: 9291-5276187 3rd Floor, Building # 13-C, Zamzama Commercial Lane 1, D.H.A, Karachi 75500, Pakistan Phone: +92-21-5810557 Fax: +92-21-5370859
www.oanda.com.pk

ADAMJEE DIESEL ENGINEERING PAKISTAN (PRIVATE) LIMITED [Others Pakistan]

Contact Info 4th Floor, Adamjee House, I.I.Chundrigar Road, Karachi, Pakistan Phone: +9221-2410725 / 2422405 / 2424494 / 2429916 Fax: +9221-2420158
www.adamjeediesel.com S.M. JAFFER & CO.

Contact Info Address : Jaffer House 17-Timber Pond,Keamari P.O.Box: 4488 Phone(s) : 2850783 , 2850780 , 2850781 , Fax(s): 2851162 Website : http://www.jamals.com/smj

2850782

Pak Elektron Limited

Contact Info
14-Km, Ferozepur Road Lahore-54760, Pakistan Ph: +92 42 5811951-59

MISCELLANEOUS COMPETITORS
All Power Solution [Exporter - Netherlands]

We can offer you Large variety of Gas Generators from Netherland. For details please visit our website. www.allpowersolution.com

Contact Info Aarbergerweg 9G, 1435 CA, Rijsenhout, Netherlands, Rijsenhout, North Holland, Netherlands Phone: +31-297-368673
www.allpowersolution.com

Paktech Corporation [Importer - Pakistan]

Paktech Corporation is one of the leading importers and stockist of diesel generating sets in Pakistan. Having experienced foreign trained mechanical and electrical engineers and technicians to insure efficient power delivery for every generator set we sell. With head Office in Karachi and br... Contact Info 103-A, 2nd Floor, Uni Centre, I.I.Chundrigar Road., Karachi 74000, Pakistan Phone: +9221-2414065/66 Fax: +9221-2412014
www.paktechcorp.com

Power East [Importer - Pakistan]

We deal in all kind of generators 1kva to 3000kva Contact Info 205- Lala Zar Commercial Market Lahore, Lahore 54500, Pakistan Phone: +92-321-4224452

Powerzone [Importer - Pakistan]

Powerzone is one of the leading company in pakistan, providing diesel generators from 10kva to 2000kva Contact Info 3k block L 257 ferozpure road gulberg III, Lahore, Pakistan Phone: +92-42-5831346
www.powerzone.com.pk Technovision (Pvt) Ltd [Distributor - Pakistan]

Technovision (Pvt.) Limited is the sole and exclusive distributor of Kohler Power Systems USA & SDMO industries France in Pakistan and supporting more than 1000 MW throughout the country which proves product performance, reliability & excellent product support capabilities of Technovision. Contact Info

33/1 sector 25 K I A, Karachi 46500, Pakistan Phone: +92-21-5122176 Fax: +92-21-5122177

www.technovision.com.pk AHMED INTERNATIONAL [ Others - Pakistan ]

E-32, Phase-I, L.C.C.H., Lahore, Pakistan Phone: 9242-5890043 / 6673452 Fax: 9242-5890043

AL-RIAZ INTERNATIONAL [ Others - Pakistan ]

Contact Info A-735, Jinnah Road, Rawalpindi, Pakistan Phone: 9251-5554446 Fax: 9251-5771323
ALLIED ELECTRON (PVT) LTD. [ Others - Pakistan ]

Contact Info 4/5, Arkay Square Shahrah-e-Liaquat, Karachi 74000, Pakistan Phone: 9221-2420920 / 2428948 / 2420791 / 2429869 Fax: 9221-2420791

Analysis of overall market

Over all Pakistan It is growing market because the demand for electricity is 17000 mega watt and supply is 13000 mega watt .

Short fall is 4000 mega watt still government take no initiative to meet the short fall ,the mega project required minimum six years in running conditions.

STRENGTH, WEAKNESS, OPPORTUNITIES AND THREADS (TWOS)

SWOT ANALYSIS

A tool that identifies the strengths, weaknesses, opportunities and threats of an organization. Specifically, SWOT is a basic, straightforward model that assesses what an organization can and cannot do as well as its potential opportunities and threats. The method of SWOT analysis is to take the information from an environmental analysis and separate it into internal (strengths and weaknesses) and external issues (opportunities and threats). Once this is completed, SWOT analysis determines what may assist the firm in accomplishing its objectives, and what obstacles must be overcome or minimized to achieve desired results.

PRODUCT MIX: PRODUCT MIX involves planning and developing the right type of product that will satisfy fully the needs of customers. A product has several dimensions. These dimensions are collectively called product mix. Product mix for example may consist of size and weight of the product, volume of output, product quality, product design, product range, brand name, package, product testing, warranties and after sales services and the like. DIFFERENCE BETWEEN NEED AND WANT One important idea in economics is that of needs and wants. Needs would be defined as goods or services that are required. This would include the needs for food, clothing, shelter, health care. Wants are goods or services that are not necessary but that we desire or wish for. For example, one needs clothes, but one may not needs designer clothes. One does not need toys, entertainment, gems, etc..One needs food, but does not have to have steak or dessert. One does not need glamorous trips, mall shopping, etc.. An important part of the economics is the distribution of resources or goods so that people's needs are met. This is especially true in times of scarcity when there are not enough resources, goods or services. BRAND Any brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced. Importantly, brands enable a buyer to easily identify the offerings of a particular company. Brands are generally developed over time through:
y y y y

Advertisements containing consistent messaging Recommendations from friends, family members or colleagues Interactions with a company and its representatives Real-life experiences using a product or service (generally considered the most important element of establishing a brand)

Production Cost of Various Models

5KVA BRAND MODEL PRODUCTION COST

SAAI S25-9

COMPONENT ENG NE ALTERNATOR COOL NG TOWER/ RAD AT OR AVR/ ELECTRON C W R NG/ ELECTR CAL EXHAU T A EMBLY CA NG/ CANOPY BODY/TANK tablizing

SUPPLIER/MANUFACTURING Shanghani Diesel Engine Co. Ltd Fujian Filo Power Co. Ltd Fleta Autos, Gujranwala Manufacturing/Purchase Local Market Manufacturing/Local Market Out Sourcing Out Sourcing Out Sourcing Total

PER UNIT COST 100000 75000 50000 15000 20000 25000 60000 45000 30000 420000

upply tandard condition:

Diesel engine with all accessories, 3 filter, electric system Alternator teel tructure Fan and Water tank cooling connector 12V/24V tarter and Charge engine Air cleaner, Fuel filter, Oil filter On-Board control panel 12/24V tarting accumulator and Battery line Vibration absorber system

25kVA BRAND SAAI MODEL SU25-9 PRODUCTION COST COMPONENT ENGINE ALTERNATOR COOLING TOWER/ RADIATIOR AVR/ ELECTRONICS WIRING/ ELECTRICAL EXHAUST ASSEMBLY CASING/ CANOPY BODY/TANK Ups Tech Systems Stablizing

High-efficient silencer

SUPPLIER/MANUFACTURING Shanghani Diesel Engine Co. Ltd Fujian Filo Power Co. Ltd Fleta Autos, Gujranwala Manufacturing/Purchase Local Market Manufacturing/Local Market Out Sourcing Out Sourcing Out Sourcing/MicroTech, Digi Tech, Easy Tech, Soft Tech Out Sourcing Total

Rs

PER UNIT COST 100000 75000 50000 15000 20000 25000 60000 45000 200000 30000 620000 Rs

50KVA BRAND SAAI MODEL S50-9 PRODUCTION COST

  "  



  

COM ON NT ENGINE ALTERNATOR COOLING TOWER/ RADIATIOR AVR/ L TRONI S WIRING/ L TRI AL EXHAUST ASSEMBLY CASING/ CANOPY BODY/TANK Sa g
      &$%$"# !

SU I R/M NUF CTURIN Shanghani Diesel ngine .L Fujian Fil wer .L Fleta utos, Gujranwala Manufacturing urchase Local Market Manufacturing Local Market Out Sourcing Out Sourcing Out Sourcing T a

R UNIT COST 175000 95000 50000 15000 0000 0000 75000 50000 30000 540000

Rs

100kVA BRAND MODEL COST SAAI S100-9

PRODUCTION

('

3 3 6

5 A

7 A

() '' @ 9 2 @

COM ON NT ENGINE ALTERNATOR COOLING TOWER/ RADIATIOR AVR/ ELEC RONICS WIRING/ ELEC RICAL EXHAUS ASSEMBL CASING/ CANOPY BODY/TANK Sta li i g
B 8 8 ( 8 F E D '

SU L R M NUF CTUR NG Shan hani Di s l En in Co. td Fujian Filo ow r Co. td Fl ta Autos, Gujranwala anu acturin / urchas ocal ark t anu acturin / ocal ark t Out Sourcin Out Sourcin Out Sourcin Total

R UN T COST 300000 200000 75000 30000 30000 0000 125000 75000 100000 975000

Rs

150kVA BRAND MODEL COST SAAI S150-9

PRODUCTION

COMPONENT ENGINE ALTERNATOR COOLING TOWER/ RADIATIOR AVR/ ELECTRONICS WIRING/ ELECTRICAL EXHAUST ASSEMBLY CASING/ CANOPY BODY/TANK Stablizing

SUPPLIER/MANUFACTURING Shanghani Diesel Engine Co. Ltd Fujian Filo Power Co. Ltd Fleta Autos, Gujranwala Manufacturing/Purchase Local Market Manufacturing/Local Market Out Sourcing Out Sourcing Out Sourcing Total

PER UNIT COST 400000 250000 85000 45000 45000 45000 150000 100000 105000 1225000

Rs

250kV
H

B AND
I

MODE

PRODUCTION COST COMPONENT ENGINE ALTERNATOR COOLING TOWER/ RADIATIOR AVR/ ELECTRONICS WIRING/ ELECTRICAL EXHAUST ASSEMBLY CASING/ CANOPY BODY/TANK Stablizing SUPPLIER/MANUFACTURING Shanghani Diesel Engine Co. Ltd Fujian Filo Power Co. Ltd Fleta Autos, Gujranwala Manufacturing/Purchase Local Market Manufacturing/Local Market Out Sourcing Out Sourcing Out Sourcing Total
Q P P

2) ISO9001:2000 and CE ce 3) Engine: MTA11-G2A 4) 50hz 1500rpm 3ph

U U S V T

cate

P R

QRP

SAAI S250-9 S250-3 S250-9-O S250-3-O

PER UNIT COST variable variable variable variable variable variable variable variable variable 1800000 - 2000000Rs to s t

1)Di s l/G s g n

300kVA BRAND MODEL SAAI S300-9 S300-3 S300-9-O S300-3-O

PRODUCTION COST

COMPONENT EN INE ALTERNATOR COOLIN TOWER/ RADIATIOR AVR/ ELECTRONICS WIRIN / ELECTRICAL EXHAUST ASSEMBLY CASIN / CANOPY BODY/TANK Stabilizing
W W W W

SUPPLIER/MANUFACTURING Shanghani Diesel Engine Co. Ltd Fujian Filo Power Co. Ltd Fleta Autos, Gujranwala Manufacturing/Purchase Local Market Manufacturing/Local Market Out Sourcing Out Sourcing Out Sourcing Total

PER UNIT COST Variable Variable Variable Variable Variable Variable Variable Variable Variable 8 - 10 M

Coolin Towers/ Radiated Setup and Install Facility ON Customer Demand

X

suppliers
 M/s Shanghani Diesel Engine Co., Ltd

(www.sdecie.com)
 M/s Fujian Filo Power Co., Ltd.

(www.filopower.com)
 Local Market 

Gujranwala

TARGET MARKETING
definition A specific group of consumers at which a company aims its products and services Your target customers are those who are most likely to buy from you. Resist the temptation to be too general in the hopes of getting a larger slice of the market. That's like firing 10 bullets in random directions instead of aiming just one dead center of the mark --expensive and dangerous. Try to describe them with as much detail as you can, based on your knowledge of your product or service. Rope family and friends into visualization exercises ("Describe the typical person who'll hire me to paint the kitchen floor to look like marble...") to get different perspectives -the more, the better. Here are some questions to get you started:
y y y y

Are your target customers male or female? How old are they? Where do they live? Is geography a limiting factor for any reason? What do they do for a living?

How much money do they make? This is most significant if you're selling relatively expensive or luxury items. Most people can afford a carob bar. You can't say the same of custom murals.

What other aspects of their lives matter? If you're launching a roof -tiling service, your target customers probably own their homes.

MARKET SEGMENTATION
y

The process of defining and subdividing a large homogenous market into clearly identifiable segmentshaving similar needs, wants, or demand characteristics. Itsobjective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.

Few companies are big enough to supply the needs of an entire market; most must breakdown the total demand into segments and choose those that the company is best equipped to handle. Four basic factors that affect market segmentation are (1) clear identification of the segment, (2) measurability of its effective size, (3) its accessibilitythrough promotional efforts, and (4) its appropriateness to the policies and resources of the company. The four basic market segmentation-strategies are based on (a) behavioral (b) demographic, (c) psychographic, and (d) geographical differences.

SAA gene ato ange of ind

et a e

ed th o gho t a wide

t ie incl ding a

Positioning: Definition:
m eting strategy that aims to make a rand occupy a distinct position,
c c

relative to competing rands, in the mind of the customer. ompanies apply this strategy either y emphasizing the distinguishing features of their rand hat it is, hat it does and how, etc.) or they may try tocreate a suitable image inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) throughadvertising. nce a brand is positioned, it is very difficult to reposition it without destroying its credibility.
g f e e f c d

` ba

Our brand positioning:

Compact in size Sound proof and less vibration Unique design Economic fuel consumption After sales services (free labor charges) online and site consulting

Price:
Definition Method adopted by a firm to set its selling price. It usually depends on the firm's average costs, and on thecustomer's perceived value of the product in comparison to his or her perceived value of the competing products. Different pricing methods place varying degree of emphasis on selection, estimation, and evaluation of costs,comparative analysis, and market situation. See also pricing strategy. Our pricing : Price would be charged taking into account the unique power generation needs of
our clients. Taking into account the price of the generator as a stand-alone factor, the price would be adjusted for the seasonal variations i.e. a slightly higher price would be charged for peak-seasons and a discount would be provided for off-season sales. Here the seasons are defined depending upon the operational activity of the clients business making the generator purchase (when the operational activity would be high, demand for power generation would subsequently be high resulting in a higher price). The variation in the price would be approximately s 10% to s 20%.

-----------------------------------------

-------------------------------

Off-season peak-season X 0.01X OR X- 0.02X

X -actual price of the generator

X + 0.01X

X+0.02X (The discount may range from any percentage from 10 to 20)

SAAIs pricing strategy is that it will follow cost base pricing method.

For

this purpose variable cost of each product is calculated separately according to their specifications and fixed cost is calculated in the budget. SAAIs financial personals have calculated an annual markup of 12% for the commencement year of business operations.

Place:
With production facilities in Karachi and Services Centers in Karachi and Lahore, our manufacturing and services operations cover Karachi,

Hyderabad, Sukkur, Lahore, Islamabad.

Rawalpindi, Faisalabad, Peshawar and

With more than 5 Authorized Dealers operating in 2 zones nation wide, wealth of knowledge and experience is delivered through the expertise, service and support of our Dealer Network. Distribution channels definition A path through which goods and services flow in one direction (from vendor to the consumer), and the paymentsgenerated by them that flow in the opposite direction (from consumer to the vendor). A marketing channel can be as short as being direct from the vendor to the consumer or may include several interconnected intermediaries such as wholesalers,distributors, agents, retailers. Each intermediary receivesthe item at one pricing point and moves it to the next higher pricing point until it reaches the final buyer. Also called channel of distribution or marketing channel.

Our Distributors:
O & A International +92-21-111826826
Address : 3rd Floor, Building No. 13-C, 1st Zamzama Commercial Lane, Phase V, DHA, Karachi, Pakistan. Profile : Category : O & A ... Generators Rental, Generators ... Generators, Generators Rental, Generator, Electrical Generators ...

Advance Trading Corporation +92-333-3515851

Address : Plot No.: F-150 A, FPM CNG Station, Hub River Road, S.I.T.E, Karachi Profile : Advance Trading Corporation is the project of First Paramount Modarba engaged ... Category : Generators Rental, Generators ... Generators, Generators Rental, Diesel Generators, Gas generator, Generator

The Generator Company +92-21-35863432

Address : Plot # 18-C, 26th Main Commercial Street, Near Abdullah Shah Ghazi Mazaar, DHA, Karachi Profile : The Ultimate Power Solution It is indeed a pleasure introducing the GENERATOR ... Category : Generators Rental, Generators ... The Generator Company, Generators, Generators Rental, Generators Rental .

Jasco Generators +92-21-35868680

Address : Plot # 44-C, 25th Commercial Street, Tauheed Commercial Area, Near Biryani Centre, Karachi Profile : Jasco Generators has been providing services since last forty years. The ... Category : Generators ...

Jasco Generators, Generators, Diesel Generators, Electrical Generators ...

Allied Engineering & Services Ltd. +92-21-111250250

Address : Profile : 21/3, Sector No. 22, Korangi Industrial Area, Khi. CATERPILLAR products are world-renowned and is global leader in power ... Generators Rental, Generators ... Keywords : Generators, Generators Rental, Diesel Generators, Gas generator ...

REHAN CORPORATION [RC] +92-21-35052895

Address : Profile : Category : 28-E, Sector 31-D, Korangi Industrial Area, Karachi, Pakistan. Type Profile ... Generators Rental ... Generators, Generators Rental, Generators, Electrical Generators ...

Sikandar & Sons +92-321-8254699

Address : 12/15, Mian Chamber, Opp. Sindh Madrassah, Shahrah-e-Liaquat, Karachi. Profile : Category : Sikandar & ... Generators Generators, Generators, Petrol Generators, Diesel Generators ...

Cox Power Engineering +92-21-37638324

Address : Profile : Plot No A-59, Bagh-e-Arif Appartment, Nagan Chowrangi, Karachi CoxPower Engineering mainly deals in sales, services, repair, maintenance and ... Category : Generators Rental ... Generators, Generators Rental, Generators Rental, Diesel Generators ...

ACG POWER +92-21-35872303

Address : G-21/26, Main Chaudhry Khaliq-uz-Zaman Road, Block 8, Clifton, Karachi, Pakistan. Profile : Category : ACG ... Generators ... Generators, Generator, Generator contractors, Generator Dealer ...

Mianoor Engineering +92-21-32587426

Address : Profile : Category : D-97, SITE, Karachi Mianoor ... Generators Rental, Generators ... Generators, Generators Rental, Diesel Generators, Gas generator, Generator ...

Promotion: Definition
1. An activity, such as a sale or advertising campaign, designed to increase visibility or sales of a product. 2. Elevating the position of an employee in the hierarchy.
ih

Dem

d-pull s r

We at SAAI have adopted a demand-pull strategy to meet the distinctive power generation needs of our clients. We first access power needs of our clients, then propose a solution followed by the implementation of the particular solution.

h p

egy

Keeping in view the industrial /commercial nature of the product, direct selling would be used as a promotional tool too. This would include making telephonic contacts with the clients and meeting them face-to-face to better understand the demand of the particular client and then providing the services accordingly for our 300 kVA units.

ACTION PLAN
SAAI will be established as a power solution company. It aims to provide products

for solving problems, crisis and shortage to commercial units. Unlike others SAAI aims and is capable of providing continuous i.e. uninterrupted, stabilized, fuel efficient, economical, environmental friendly and pollution free source of power to its consumers. For this purpose according to SAAIs set marketing strategy, product concept and formulated strategy it has set up its head office, factory and warehouse at Karachi. This covers Southern zone of Pakistan. SAAI has established its regional office at Lahore to cover Northern zone of Pakistan. SAAI has hired and staffed highly skilled full and energetic professionals to deliver their best to meet customer satisfaction for this purpose. A total of 200 employees have been selected at different pay scales depending upon their potential expertise. A total investment of Rs. 207 Million has been financed to start and run the SAAI project. The financial contribution has been done by the SAAIs respectable and reputed directors. These directors include Mr. zeeshan, Mr. zunair, Mr. ali . Mr. zeeshan is the owner of 25% shares of SAAI and is assigned to look after financial, human resource and I.T. matters. Mr. Ali is the owner of 25% shares of
SAAI and is assigned to look after marketing and sales activities. Mr. zunair is the

owner of 20% shares and is looking after operations in Northern Zone. Mr. sumair owner of 30% shares of the company has been elected as CEO. This has been recorded in 3rd minutes of the meeting of Board of Directors held at Karachi Head office and resolution has been passed. It is his duty to look after the managing directors and through his experience, decision making skills, planning, organizing skills, controlling and managing power bring the company to new heights. It is

further passed and stated in resolution of board that the company secretary must be a qualified charted accountant with minimum 15 years of experience, further the candidate has been selected and presented in front of the Board directors. Further it is decided that all the corporate and legal affairs and responsibilities lies on the company secretary. Further it is passed in resolution that the banking accounts will be maintained in following banks. HABIB METROPOLITAN BANK LTD. LAHORE) STANDARD CHARTED (MAIN BRANCH, KARACHI) NATIONAL BANK OF PAKISTAN Further it is passed in the resolution that operating instructions will be such that if banking instruments below 1 million is to be passed, the G.M. Finance is given authority to sign instruments. For all transactions above 1 million CEOs approval is required. Further it is passed in the resolution that company follows the selective marketing strategy through print media, catalogs, website and internet, also giving trade discounts to distributors.
SAAI features Mr. ALI, G.M. Marketing and Sales, who heads up SAAIs research

(S.I.T.E BRANCH, DAVIS ROAD

and development division and is a great source for leading technology trends and is a contributor to SAAIs new uninterrupted power supply concept. Mr. zeeshan stays updated with current marketing and sales trends and makes the best use of distribution channels to enhance the sales and profit margins. Mr. zunair also takes initiatives to develop companys value innovation programs (VIP) centers in Karachi. The annual budget for the marketing activities is Rs. 2 million, in which Rs. 1 million will be utilized on print media advertisement on monthly basis and Rs. 0.5 million will be utilized on printing product catalogues, broachers and product

user guide manuals. Where as, the remaining amount will be used for miscellaneous promotional activities.

Mr. zeeshan is SAAI's Recruiting Coordinator and helps SAAI hire outstanding sales professionals and is SAAI's Head of Internet Technology.

Product Line, Services and Area of Activity

From 25 to 300 kVA, our Diesel and Gas product range spans an array of applications from commercial use right through to power modules with the ability to operate as complete power stations supplying electricity to enterprises. Where standard power products cannot meet your power demands, SAAIs Power Solutions Team of specialist engineers provide tailored products to even the most challenging and complex power requirements. In addition, SAAIs Dealer network across major cities in Pakistan represents a wealth of knowledge and experience, supporting
SAAI generating sets in the field. Unlike other generator set manufacturers, we

don't just build products. We provide a complete range of product/services from initial assessment of clients power needs, to implementation of a solution, through to round the clock service, technical back up and support. When the clients power needs are more challenging than normal specifications, SAAI Power Solutions Department is dedicated to providing solutions to meet complex power requirements. All Solutions products are designed to meet the unique needs of each customer on a project-by-project basis also besides retailing and distributing. According to Company plans, the Power Generation business sector will consist of 4 parts: Production and operation; Sales and services; Installation; Investment and renovation.

BUDGET PLAN: Potential Market

SAAI POWER SOLUTION (PVT) LIMITED

Startup Budget
June 1, 2010
Cash Needed to Start Monthly Costs Salary of owner-manager All other salaries and wages Rent Advertising Delivery expense Supplies Telephone Other utilities Insurance Taxes, including social security Interest Maintenance Legal and other professional fees Miscellaneous Subtotal Rs 650 4,100 0 2,000 600 8,145 100 100 212 1,860 0 500 2,500 500 Rs 21,267.00 % of Total 0.3% 2.0% 1.0% 0.3% 3.9% 0.0% 0.0% 0.1% 0.9% 0.2% 1.2% 0.2% 10.2% Actual Cash Spent Rs 650 4,100 0 1,500 550 8,100 80 80 212 1,860 0 600 2,300 400 20,432.00 % of Total 0.4% 2.6% 1.0% 0.4% 5.2% 0.1% 0.1% 0.1% 1.2% 0.4% 1.5% 0.3% 13.1% Amount in Thousands % of Total Variance Rs0.00 0 500 50 45 20 20 0 0 (100) 200 100 Rs835.00 1.0% 0.1% 0.1% 0.0% 0.0%

Rs

-0.2% 0.4% 0.2% 1.6%

One-Time Costs Fixtures and Equipment Decorating and remodeling Installation charges Starting inventory Legal and other professional fees Licenses and permits Advertising and promotion for opening Cash Other Subtotal

30,000 2,000 3,000 5,000 500 500 500 145,000 200 Rs 186,700.00

Rs

14.4% 1.0% 1.4% 2.4% 0.2% 0.2% 0.2% 69.7% 0.1% 89.8%

Rs

Rs

25,000 1,500 3,000 4,500 450 500 600 100,000 200 135,750.00

16.0% Rs5,000.00 1.0% 500 1.9% 0 2.9% 500 0.3% 50 0.3% 0 (100) 0.4% 64.0% 45,000 0.1% 0 86.9% Rs50,950.00

9.7% 1.0% 1.0% 0.1% -0.2% 86.9% 98.4%

Totals

Rs 207,967.00

100%

Rs

156,182.00

100% Rs51,785.00

100%

When your power needs are more challenging than normal specifications, SAAI Power Solutions Department is dedicated to providing solutions to meet complex power requirements. All Solutions products are designed to meet the unique needs of each customer on a project-by-project basis also besides retailing and distributing. Unlike other generator set manufacturers, we don't just build products. From initial assessment of your power needs, to implementation of a solution, through to round the clock service, technical back up and support, SAAI, in partnership with our Distributor and Dealer Network, provides a complete end-to-end service throughout the product life cycle. Our belief that satisfied customer is our assets help us to deliver the best.SAAI generator sets are used throughout a wide range of industries including

Rental

Telecommunications

Retail

Healthcare

Leisure

Events

Manufacturing

Construction

Emergency aid relief

Oil and gas

Offices

Educational Premises

Media/Stations

Complexes

SMEs

Banks/DFIs

ISPs

Agriculture Sector

MARKETING AND PROMOTIONAL STRATEGIES FOR YEAR 2011

introduction SAAI Power Solution (PVT) LTD. is a pioneer in the design and

manufacture of diesel, gas and biogas generator sets. In future, SAAI will be a major global player and world leader in the provision of power generation solutions ensuring uninterrupted, continuous and stabilized power is provided whenever and wherever it is needed. SAAI is a local company with over 200 employees, qualified distributors and professionals with years of experience in diesel and gas powered generator sets.

CONTROL
SAAI is prepared for any surprises occurring during the implementation of marketing plans, for this purpose the marketing department has been given special instructions by the CEO to Mr. sumair to evaluate the results of the adopted marketing strategy and plan and take corrective actions to ensure that the set objectives are obtained. Incase of any significant happening, realization or problems beyond normal call for Board Meeting. The set marketing goals i.e. production of commencement year in which SAAI will product the set quantity of its different models and bring the product to market in Northern and Southern zones via its Distributors and carefully monitor the customer response to the new brand with innovative concept with the help of distributors. Careful and accurate measurement of the customer response and distributors promotional activity will be taken. If unsatisfactory results or distributors violation of the set agreement or insufficient product promotion, any of such incidents is found corrective measurements will be taken or even termination of business deals will occur to control the situation. The action plan or goals set might also be change according to the products performance in the market. SAAIs has strong control embedded in its marketing department directly under Mr. zeeshan with every activity closely monitored by the CEO and

Board independently. Also its purpose is to make sure that SAAI achieves the sales, profits and other goals set out in the first board meeting. Besides marketing, strategic control of SAAI is also made stronger by keeping eye on the surrounding monitoring, calculating and adopting any changes that occur which is good for the company to be adopted. On completion of first operational year SAAI will audit its accounts, operations, inventory, human resources etc by KPMG as per requirement of SECP. The audit report will be strictly studied. This audit will surely provide good input for action plan to be improved, made more effective.