The Baby Seat

“Making the ride safer”

Presented to:
“Prof. Qasir Rafiqe”

Presented by:
Vision

To minimize baby casualties during car accidents

Mission Statement

Our mission is to provide all households of our target market with at least one
baby seat as an essential part of their daily routine in order to ensure the protection
of babies during car rides.
 Introduction:

Specially-designed car seat covers provide protection for infants and toddlers.
These car seat covers are different from those used for adults and older children as
they are front facing allowing the baby to rest in comfort while traveling.

The most important aspect of an infant car seat cover is the security it provides.
The best infant car seat covers are those that have five-point strap-on attachments:
one for each shoulder, one for each thigh and one between the legs of the infant.
Such covers provide maximum protection for the baby while the car is in motion.
Another car seat cover is available which has a T-strap; however it is not very
secure or comfortable for the movement of the baby.
Car seat covers for infants are made from a very soft material so as not to harm the
baby's skin. Some better quality seat covers are water and snow resistant and
thermally insulated. Infant car seat covers come in a wide variety of colors and
patterns which make them look very attractive. Infant car seat covers are designed
in such a way that they can be easily extracted from the seat of the car along with
the baby in it. Hence, infant car seat covers can be used in prams and also while
rocking babies to sleep.

Earlier infant car seat covers had buckle arrangements at the rear of the seat.
However this was cumbersome as they required moving the baby and exerting
oneself to strap and detach the cover. Recent car seat covers for infants have their
strapping arrangements at the front end.

Their basic design and structure is the same, but their prints and patterns vary.
They have slight modifications to attract customers. Used infant car seat covers are
available, but they are not advisable to purchase for both hygienic as well as
security reasons.

Objectives

 To create awareness in general public about car safety measures

 To make parents aware to protect their kids

 To create awareness to use baby seats for kids

 To make babies habitual of sitting on baby seats during car rides.

 To capture the maximum no. of shares from the market.

Marketing Strategy

The marketing strategy we are going to adopt is basically the

 Pull strategy
We are using pull strategy as we want our customers to come to us for their need
fulfillment as our awareness campaign would have captured them already. This
awareness program would make us using this strategy as the customer would be
concerned for his child protection more than any thing else in the world.
 One time investment

If a household gets this product for their first baby then they don’t have to buy it
again & again for their next babies until it is not damaged. Thus, it causes one time
investment but the protection given by it lasts very long.

 Contract with car leasing institutions

It shall be a very important tool of our strategy as we shall make contract with the
car leasing institutions on one to one sale bases. According to which they will
provide our product information to every customers and for the interested ones
would sell the baby seat. For every seat they will have 10% share of the sale price
of our product.
 Baby seat structure

The baby seat consists of:

 Several belts that goes around the waist and the abdominal body of your
baby

 Foamed pads over the shoulder that makes it comfortable for the baby so
that the baby does not feel any pain or burden while wearing a baby seat

 All belts connect at a central point and the central point is located at the
lower abdominal region of the baby. The central connection of baby seat’s belts
helps the baby to stay in one portion and can enjoy the ride.
 The belts are connected with the seat of the car so that the baby seat remain
at one position and place during the ride. By connecting the baby seat with the
car’s seat it help the baby seat to remain at still, secure and clam at one place.

Need of Baby Seat

 Traffic System & Accidents

The traffic system of Pakistan is very hectic. There is over flow of cars,
motorcycles, buses, vans and other transport vehicles on the road. Nobody in
Pakistan strictly follow the traffic rules and regulation. Every now and then road
accidents occur due to the drivers driving the transport vehicles do not obey the
traffic laws.
Other factor that causes accidents is that people have to be alert because in
Pakistan you to apply brake or accelerator to go from one place to another.

And if a baby is sitting right next to you without any protection and the
following things can harm the health of baby or even cause the death of your
baby:

 Hectic braking and acceleration can cause your baby to have a back bone
injury or even your baby can fall down from the seat and get seriously
injured.
  Due to non appliance of the traffic rules and regulations. If your baby is
sitting rite next to you and you have to apply emergency brake or your
car clashes into another transport vehicle and if the baby is not wearing
any baby seat. So, you can easily imagine what can happen to your baby.

o Maybe severe injury

o Maybe on the spot death

 Bumpy Roads

On the other hand the roads in Pakistan are really bumpy. It causes a lot of
uncomfortable and dangerous jerks for you baby and even your baby can fall
down from the seat of the car or the jerks can cause the baby to collide with the
door or dash board of the car. Making your baby severally injured and it can
also cause back bone injuries to your baby

 Issues Heinous to Baby Health

1. Over speeding by different transport vehicles

2. Dangerous and sharp turns by the driver of the vehicle
3. Emergency brakes
4. Jerks due to un even roads
Population growth

Annual Growth Rate

*Total Population (Million)
Year High Medium Low High Medium Low
1988 133.2 133.2 133.2 2.4 2.4 2.4
2003 149.3 148.1 147.5 2.2 2.1 1.9
2008 166.0 164.2 161.7 2.1 1.9 1.8
2013 183.4 180.3 176.6 1.9 1.8 1.7
2018 200.5 196.4 198.8 1.7 1.6 1.4
2023 217.1 212.2 203.7 1.5 1.4 1.2

The table shows the rate at which the population of Pakistan increases over the
specified period of time and these values are assumed and are calculated from
the past experiences of the population growth rate of Pakistan.

In the year 2003 the high growth rate was 2.2 and minimum growth rate was 1.9 as
calculated from the past experienced population growth rate of Pakistan and also
taking into consideration the “Green Star” scheme of Pakistan fro control over the
population growth rate.

Swot analysis:

 Strengths

1. Quality product
2. Lower cost and selling price from the few competitors

 Weakness

1. Less exposure in market

2. Lack of awareness among the public

 Opportunities

1. New market
2. Rapid growth
3. Attractive business
4. Good profits

 Threats
 1. Government restrictions
2. Taxes
3. Lowering of prices by the competitors

Accidents

 Pakistan has one of the largest road accident rates in the world about 18.69
accidents per 10000 vehicles occur making the road highly dangerous especially
for the babies.

 And about 10000 people die on the road every year about 25% of the
Pakistan’s population consists of children and out of which 10% lie in the category
of infants to 6 years.

 Pakistan’s total population is 15 caror and about 8% of Pakistan’s

population has cars and that turns out to be 1 caror and the number of children in
those families would be 25 lacks and out of which 2.5 lacks will lie in the category
of infants to 6 years of age.
 So we are targeting those car holders having babies to buy baby seats to
protect there child’s from any major injury or end up loosing them in a road
accident

Source: National census of Pakistan 1999.

Baby Seat……A Protective measure

 Always use a car safety seat for your baby cause it ensures the your child is
safe.

 Start with your baby’s first ride with a baby seat starting from the hospital
when you first time take your baby home after his/her birth.

 Your child must always use the baby seat for every single journey no matter
how short it may be cause it ensures that your baby is safe and there is no
happiness greater in the world other than seeing your baby happy

List of Departments

1. Production Department
2. Manufacturing Department
3. Assembling Department
4. Quality Control Department
5. Administrative Department
A. Finance Department
b. Purchasing Department
6. Human Resource Department
7. Marketing Department
8. Promotion Department

PRODUCTION DEPARTMENT:
 The departments concerned with the production of baby seats are
1) Manufacturing Department.
2) Assembling Department
3) Quality Control Department.

Manufacturing Department:

This department is mainly concerned with the manufacturing of basic seat

structure that is the plastic structure on which cushioning, belting and buckling is
done. It is the basic architecture of the baby seat.
First of all the High Quality Plastic that is purchased from the market is melted in
the furnace and then it is poured into the molder to take its final shape. Then the
plastic in the molder is cooled so that the basic architecture of the baby seat is
ready to be used by the assembly department.
Many Fixed and Variable Costs are added in this department that includes the
following:

Electricity Cost
Heating/Gas Cost
Supplies/Plastic Cost
Wages Cost
Cooling Cost
Molder Cost
Unusual Repairing Expenses
Emergency Expenses
Rent
Utilities Expenses

Assembling Department:

This department’s functionality is based on the assembling different

variable costing but necessary parts of the baby seat.
First of all belts are attached to the basic architecture of the baby seat.
Secondly After that cushioning is done on the baby seat for comfort and care of
the baby and
Finally the buckles are applied to the belts so that the baby is safely attached and
in contact with the baby seat while the ride.
The different costs added in this department are as follows:

Electricity cost
Wages
Cushioning cost
Belting cost
Buckling cost
Utilities Cost
Salaries
Rent

Quality Control Department:

 Our main focus is on all departments but our first and foremost
responsibility is to provide safe and injury free rides to your babies that why we
mainly focus on quality of our product. Randomly selected pieces are tested in
following conditions:

1. in high temperature conditions to check the quality of plastic

2. Unusual weather conditions
3. on too bumpy roads
4. in hectic traffic conditions
5. In case of accident (We conduct Crash Tests)
6. Tested for sharp turns n twists

Our main focus is on providing quality baby seat to the child's parents for this we
check the quality of our product on the standards set by ISO9001 certifications and
we are proud that we are holder of this certification. If there is some defective
piece we will send it to our production department for quality assurance.

ADMINSTRATIVE DEPARTMENT:

1. Finance department
2. Purchasing department

This department is concerned with the purchase of High Quality plastic, belts,
buckles and cushioning from the Local market. These purchases may be on cash or
credit terms as decided between our suppliers and us for the above mentioned
purchases.
Human Resource Department:

This department is concerned with the following:

1. Recruitment and selection of employees
2. Forecasting the number of employees to hire
3. Planning the recruitment process
4. Looking after the employees relations and equal employment rights
5. Maintaining the right level of employees in the firm
6. Keeping record of the employees in the firm
7. Planning for the future demand of employees
8. Planning for future rules and polices
9. Developing Hr Policies and Legal Legislation against any mis conducts

MARKETING DEPARTMENT:

Awareness campaign
NGOS

We will create awareness about our product the baby seat by arranging different
seminars in collaboration with different NGO'S. In these seminars we will create
awareness about our product in the following manner:

1. What is a baby seat?

2. What is the purpose of the baby seat?
3. How it can help protect your child against injuries
4. Why it is important to have a baby seat in your car
5. Security in the mind of the parents about there babies.

Marketing Mix

 Product
 Promotion
 Pricing
 Placement

Product
 Stage 1 = Groups 0 and 0+

The first group is from the age of zero to 6 months old babies. This group mainly
includes the new born babies.

 Stage 2 = Group 1

This group is from 6 months to 1 year old babies. At this age the baby gets
habitual of baby seat.

 Stage 3 = Group 2

It is from 1 year to 2 years old baby group. At this age baby feels comfortable on
baby seat.
 Stage 4 = Group 3

It is 2 years to 3 years old baby group. The child of this age also observes parents
if they are using seat belts or not. As child of this age has got the tendency to
follow parents habits so parents would have to follow the car safety measures for
themselves too.

The Introductory types of baby seat

 Rear ward facing baby seat

For the age group of zero to 6 months old babies rearward seats are recommended
in order to make them isolated in the car environment & not to face the traffic.
Rear-facing seats are designed for infants under twelve months as it protects
baby’s head, neck, and spine.

 Forward facing child seat

Forward-facing car seats are needed when the baby is already a year old or older.
It is needed to install this seat on the back seat, not on the front seat, because the
air bags at front can injure the child or cause him or her to suffocate in the event of
a collision.

Promotion
Creating Awareness about why to use baby seats

Creating awareness about baby seats:

Channels of advertisement:

 Words of mouth
 Personal relations
 Beauty parlors
 Seminars (contacting with different NGO’)
 Media
 Internet (web site)

Words of mouth:

According to research conducted by an international marketing research firm

words of mouth are the biggest source of publicity as one person aware of the
product would tell many people about it.
The major part of our promotion emphasizes on the words of mouth .Which means
we are going to Target Women who would be an excellent source we are going to
explain them about the product and its usage and benefit and if they get convinced
they are going to promote it by the other women who might be in their
neighborhoods or family members. This basically includes Married women,
Mothers, Grand parents etc…
We can also purchase word of mouth by giving a cheap some of money to the
persons who will do it for us and it is the cheapest mean of promotion,
advertisement and creating awareness among the customers of the product.
Personal relations:

We are planning to publicize through our personal relations also as people

specially women in our target market talk a lot about the products new entered in
the market. This would help us to create a web in peoples mind about our product.
It means using your own links with people to advertise and promote your product
in the market. They are usually your Friends, Family members, Relatives, Family
friends and friends of friends.
This mode of advertisement and awareness campaign is cost less is the best way of
catching the market.
Beauty Parlors:

Our main focus would be on mothers as she is the one most concerned for his
child health and protection. For this purpose we would distribute our broachers in
the parlors as most women visit them on semi monthly bases & they would have
our repetitive promotion plan there. Over their women can also discuss about the
most relaxed manner. These parlors include:

Madiha's in Gulberg
Allan ore on M.M. Alam Road
Depilex in Defence

Seminars:

We would also promote our product by conducting different seminars arranged by

different NGO’s. There we would highlight the main features of our product
and their usage and availability. As a huge number people attend the seminars
 this feature can prove to be quite an asset for our company. The main NGO’s
we are going to focus on would be

 EDHI
 FATIMID FOUNDATION

Media:

We would also make our product advertisement over media by getting on air our
ads. But this would be done on a later stage when the market is well aware of the
product.

Media promotion plan will include:

TV Adds
Flex Signs
Billboards

Internet:
We would also hire a certain portion over the web so that we can advertise over
the internet with the help of interactive website for the users and to explain them
the importance of having a baby seat for there child and creating awareness among
them that how important is the baby seat for there child.
Our website
Www.babyseat.com

Purpose to use a baby seat:

 Saving babies from road accidents:

Saving babies to face the traffic system of Pakistan and to save them from heavy
or light road accidents

 Easy Posture of the baby:

Means that your baby can also enjoy the ride with you and they are comfortable
in the baby seats. They can cheer by seeing different things on the roads
 because they don’t bounce here and there after wearing a baby seat. So,
concentrating on the thing they like the most safe and enjoyable ride.

 Concentration of the driver:

If your baby is in a baby seat and you know that your baby is safe. So, you can
drive with your maximum concentration on the road.

 Enjoying the drive:

Saving children to bear unnecessary bumps while drive so that they can enjoy the
ride and they can also accompany you while they are not properly trained for the
journey.

Installing the baby seat

 The Seat belts& buckles must be tightly connected on the car seat so that it
may not slide over the seat during bumps

Steps to use a baby seat

 Strapping the child:

First of all put the child on the baby seat. Place him in a way that he would feel
comfortable and then strap him up according to the instructions given in the
manual.
 Seat Clamp must be quiet tight:

Seat Clamp must be tight other wise baby seat can slide over the car seat during
bumps, turns and over speeding.

 Clothing can affect the fitness of straps:

If baby clothes are of silk or any other by product of silk then baby straps can get
looser.

 The Clamp should not rest in the child's tummy:

The Clamp should not rest on the child’s tummy as this would insert pressure on
him & his breathing can be affected badly.

Placement

 Niche marketing:

It means we are targeting a very specific portion of the society and that includes:
 Social economic class A
 Social economic class B

As you know placement plays an important role in the products success or failure.
We would ensure that we place our product at such a place where it would be
noticed. We will place our product on the basis of social economic class A & B.
Social economic class A means the upper class. Here we would basically hit the
wives of business man, bureaucrat, politicians etc.

Social economic class B includes the middle class. Here we would basically hit
the wives of the employed staff etc.

Our main focus would be the:

 Main markets of developed areas
The main market of developed areas means the posh areas like Defence,
Liberty and Gulberg.
 Retail Stores
 Reputed shopping malls mostly visited by SEC A&B
e.g.:

 Alfateh

 HKB

 POT POURI etc.

Competitive advantage

The market of baby seats is not saturated and has a lot of scope of business.
We are the initiators in the market who are actually creating awareness in the
market order to launch this product in the local market as there is no
competitor of this product in the market right now.
Product life cycle
 Sales and Profits over the Product’s Life from Introduction to
Decline

Sales and
Profits ($)

Sales

Profits

Time
Product Introduction Growth Maturity Decline
Develop-
ment
Losses/
Investments ($)

Our Product lies in the introductory stage as the market of the baby seats is at the
beginning and people have a little awareness but they don’t know the full
advantages that they can have by getting a baby seat which is saving the Baby.

Pricing

 Consumer based pricing strategy

It means that we will do our pricing according to our customers who are Social
Economic Class A & B. The prices will be high because baby seat is the need of
the customers as the babies are most important for there parents.

All our products will be imported from china.

Each shipment will reach us in approximately 35 days dependent on the carriage

or container providing party.

Prices will be high as according to the following category:

Name of Product Price

Stage # 1 5000
Stage # 2 6500
Stage # 3 8000  Free installation
Stage # 4 9000

Our benefit to our customers would be the service providing in order to install the
baby seat in the car and to dictate the parents how to place baby in it whenever it is
needed.

FINANCIAL PLAN

Capital 10 millions

Raised Through
 Equity 60%
Debt 40%

INITIAL COSTS(INCLUDS)

Fixed cost

Factory rent 50000 to 60000

Furnace & plant 900000 to 1000000
2 molders 130000 each
Cooling unit 100000 to 150000
Total 1470000

Variable cost

Local belts 55 to 60 each unit

Cushion 100 to 150 each unit
Velvet cloths 50 to 55rupees meter
Buckles 300 each
PROJECTED SALES (FIRST YEAR)
SALES 800 UNITS

COSTS

FIXED COST (1470000/800) 1838 approximately

VARIABLE COST
Local belts 60
Cushion 150
Velvet cloths 55
Buckles 300

ADMINISTRATION& MARKETING COST

100000/800 125

LABOUR COST 100000/800 125

OTHERS 100

TOTAL 2753 per unit cost

Conclusion
 The basic agenda is to create awareness for the safe car drives.

 The basic purpose of are marketing plan is to develop the need of the
product among people in order to make the car ride easier & safer for their kids.

 To make the people understand that Baby Seat is more safe than lap of
mother during the car drive.