Global Marketing

CONTENTS

ACKNOWLEDGEMENT ..........................................................................................................................................2

ASIAN DELIGHTS .....................................................................................................................................................3

Introduction .................................................................................................................................................................3

Tagline: .........................................................................................................................................................................3

Logo: .............................................................................................................................................................................3

Emblem.........................................................................................................................................................................3

UAE...............................................................................................................................................................................3

Target market ..............................................................................................................................................................3

Segmentation ................................................................................................................................................................4

Marketing Mix .............................................................................................................................................................4

People ............................................................................................................................................................................6

Process ..........................................................................................................................................................................6

Physical evidence .........................................................................................................................................................6

SWOT Analysis ............................................................................................................................................................7

Positioning ....................................................................................................................................................................7

Political and Legal .......................................................................................................................................................8

Competitors ..................................................................................................................................................................8

Tax and customs considerations .................................................................................................................................9

Export Documentation ................................................................................................................................................9

Conclusion ...................................................................................................................... Error! Bookmark not defined.

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ACKNOWLEDGEMENT

Any accomplishment requires the effort of many people and there are no exceptions. We would
like to express our sincere gratitude to our respected Prof. Asad Hassan Butt who gave us the
responsibility to complete this project. His guidance and immense knowledge motivated us and
proved very helpful regarding this report. The report being submitted today with the purpose of
fulfilling the requirements of the course is a result of collective effort of our group members.

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ASIAN DELIGHTS

INTRODUCTION

Our brand is registered by the name of Asian Delights under the ordinance of companies act
1956. Asian Delights is a private limited company. It is a partnership based company that
consists of 2 partners. Now, this company is going to launch its business in Dubai under the
same brand name; starting its business in with the initial amount of PKR 8million.

TAGLINE:

Delighting you with every bite

LOGO:

EMBLEM

UAE

The United Arab Emirates comprises of an alliance of seven states shaped in 1971 after Britain
withdrew from the Gulf. Geographically, UAE has an area range of 83,600 sq km with Dubai as
its most populated city. According to the 2010 National Bureau of Statistics the estimated
population of United Arab Emirates is 8,190,000. According to the CIA World Fact Book the
number of Pakistanis in United Arab Emirates is 1.2 million, and 1.75 million Indians. The age
structure-according to the CIA World Fact Book-of the population is given below;

Furthermore the population growth rate is 3.282 percent. This indicates that the market is
growing at a very good speed.

TARGET MARKET

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UAEs population consists of a large number of immigrants from Pakistan, India and
Bangladesh. Therefore, our target market consists of these immigrants who live in UAE far away
from their homes missing their culture, taste and values.

Population of Dubai was 1,422,000 as of 2012, among which 1,073,000 were males and 349,000
were females. About 71% of Dubai population consists of foreigners and expatriates and 3% is
categorized as "western". Emigrates in Dubai mostly include Asians, mainly from India,
Bangladesh, Pakistan and Filipino. Besides, 16% of the population is not being identified either
by ethnicity or by nationality but believed to be chiefly Asians. Furthermore the population
growth rate is 3.282 percent. This indicates that the market is growing at a very good speed.
Furthermore the population growth rate is 3.282 percent. This indicates that the market is
growing at a very good speed. UAE is the home of 0.9million Pakistanis, 2.2 million Indians and
0.6 million Bangladeshis. So we are tapping 3.7million potential buyers and with the pessimistic
assumption, if only 0.5% of the target market buys our product, it means we will be serving
18500 customers on a monthly basis. Our pricing strategy will be discussed in detail later on, just
for the sake of information; the average price/kg of our product will be UED 35. Again with a
pessimistic approach, if this 0.5% chunk buys only 500 grams of our product it will generate
approximate sales revenue of UED 315000.

SEGMENTATION

For the segmentation of our target market, we will be using mainly demographic (age, gender,
income, family size) and psychographic (social class, lifestyle, personality) variables.

MARKETING MIX

PRODUCT

Our main focus will be on famous Pakistani sweets i.e. Gulab jaman, rusgulla, barfi, qalaqnad,
pateesa etc. but at the same time, we will also offer a limited variety of Arabian sweets as well in
order to cater the local Watanis (UAE nationals). Our serving size will not be too big and too
sweet with a taste that leaves a craving for more. The size of single serving will of 17 grams as
compared to the traditional size of 40 grams on average. We will focus on the appearance as well

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insuring that the servings are visually appealing as well. We will be using attractive packaging
for our product in several sizes i.e. 500 grams, 1 kg, 2 kg, 5 kg, gift and special boxes. We will
try to make our packaging so attractive that it also triggers impulse buying among customers.
Moreover, the packaging will also include details of ingredients and nutritional chart.

PRICE

Penetration pricing strategy will be adopted in order to gain a reasonable market share, however;
no discounts will offered. A large number of our target market belongs to low income group, so
penetration pricing strategy will enable us to cater every income group and social class of our
target market. Our price will be UED 35 per kg.

PLACE

Outlet will be opened in Mall of Emirates which is among the top shopping malls of Dubai;
having 476 brands under one roof. It also has a large number of eateries; therefore, thousands of
visitors are attracted to visit this mall. The size of our outlet will be 250 sq. feet.

PROMOTION

We will be using BTL and TTL activities to promote our sweets. Our promotional activities will
consist of;

Fliers
Banners
Standees
Neon sign
Billboards
LEDs
Screens along escalators
Pillar branding
Free sampling
Special tin packing with a booklet for tourists

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Promotion of our brand at metro station 2 (1.8km north)
Placement of screens and standees at various points of airports
Special campaigns on occasions like Eid, Diwaali, weddings etc

PEOPLE

Initially, we will employ 10-12 workers in order to run the business operations smoothly.
Workers will include, cashier, sale persons, sweeper, procurement officer and kitchen staff.
Customers make judgments about service provision and delivery based on the people
representing your organization. This is because people are one of the few elements that
customers see and interact with. We believe on hiring the people on the basis of their attitude
rather than their experience.

PROCESS

This element of the marketing mix will look at the system used to deliver the service. Upon
entering the customer in the outlet, our staff will proactively greet and treat the customer. Our
front end process will ensure that every customer is treated courteously and there is minimum
wait time. As far as backend process is concerned, some special ingredients including desi ghee,
khoya etc. will be exported from Pakistan and it will be produced in our manufacturing area that
is 6km away from mall of emirates. Our production will be done at 27th street, shahrahe ume
sakeem. Our packaging and boxing material will also be exported from Pakistan in order to
decrease our operating costs. All this material will be transported via sea, whereas the ingredients
will be exported through air. For air cargo, we will use the services of PIA, Airblue and shaheen
cargo as per our services. The distance of Mina rashid, port Dubai and the port of Karachi is 746
n-miles and at a speed of 25 knots, our shipment will reach to Dubai in 1.5 day.

PHYSICAL EVIDENCE

Customers always make judgments and perceptions based on the physical elements. We will put
special focus on this element so that are distinguished from our competitors. We will try to create
such an attractive ambience that not only it as a pleasant experiences for the customer, but also

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compliments our price. We will make sure that our outlet remains clean every time and theres
no presence of bugs and flies; sweets are displayed in a neat and clean manner. We will make
sure that theres no bad odor in the outlet, instead it is filled with rich and fresh aroma of the
sweets.

SWOT ANALYSIS

STRENGTHS

Exceptionally good taste

Attractive packaging
Prime location
Reasonable Pricing
Hygiene
Customer Service
Ambiance

WEAKNESSES

Un-familiar brand name

High initial cost
Lack of experience
Complicated export process

OPPORTUNITIES

THREATS

POSITIONING

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As our target market consists of immigrants from the sub-continent, it would make sense to
position our product as the product from home. The packaging of our product will display
multilingual signs, communicating with the consumer in their native language. The Languages
displayed on the packaging would be Urdu, Hindi, and English, which will help us communicate
with all the individuals in our target market.

Moreover we will make sure that immediate positioning of Asian Delights that came to mind is
that

It is sweet store which gives good range of quality sweets

Courteous staff in a neat and clean uniform

Sweets are hygienic, full of freshness and taste.

POLITICAL AND LEGAL

UAE is politically stable country with no major threats of foreign invasion or

organized domestic opposition. The elected and state government has an
exceptionally dynamic strategy of empowering the enhancement of trade and
commerce. For this purpose they have set up 6 free trade zones. T he free zones offer a
wide variety of benefits to businesses. Furthermore the government itself does not look
to partake in the ownership or operation of companies except in strategic national
interest industries such as telecommunications and petroleum. Due to stable and
democratic government, political factors are causing new opportunities and growth in market. As
a result we dont foresee any politically delinquent situation regarding our business.

COMPETITORS

Nirala Sweets (Pak)

Rauf Sweets (Pak)

Sri Krishna Sweets (Ind)

Elma Sweets (Turkish)

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TAX AND CUSTOMS CONSIDERATIONS

INCOME TAX

In UAE income tax legislation is applied only to banks and oil-gas companies. Other than that
the government doesnt impose any direct personal tax. However indirect taxes in the form of
official fees are applicable.

VAT

Currently there is no value added tax or sales tax in the UAE.

CUSTOMS

The UAE trade rules state that goods can only be exported by a country that is registered in the
UAE and goods must be relevant to the licensed business activity, moreover, a custom duty is
charged at the rate of 5% on imported goods. These taxations and custom duties will ensure
maximum profitability.

EXPORT DOCUMENTATION

NTN
Sales Tax Registration
Bank Account
Chamber Membership
Form E/ state bank form
Documents for Clearing Agent
o Packing List
o Commercial Invoice
o Letter of credit
o Certificate of origin
o NTN certificate

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