Group

Participants:

Shehryar jabbar
1711324
M. Omar
1711308
M.Osama khilji
1711309
M.Irtiza haider
LITTLE FEET DAYCARE AND 1511166
Kamran Ejaz
1711300
PRESCHOOL
Services Marketing Report
Table of contents
Company Analysis……………………………………………………………..….2
 Vision……………………………………………………………………………………...2
 Age groups at little feet:………………………………………………………………….2
 Programs…………………………………………………………………………………..2
 Packages…………………………………………………………………………………..3
 Company Locations………………………………………………...................................3
 Main attractions in every location:……………………………………………………...3

Background and Demand analysis……………………………………………….4

Consumer analysis………………………………………………………………...4
 Target Market……………………………………………………………………………4
 Market segmentation…………………………………………………………………….5
 Positioning………………………………………………………………………………..5

Swot analysis………………………………………………………………………5
 Strength …………………………………………………………………………………...5
 Weakness………………………………………………………………………………….5
 Opportunities …………………………………………………………..………………….6
 Threats……………………………………………………………………………………..6

Competitor Analysis..……………………………………………………………..7
Marketing Plan……….…………………………………………………………...9
 Product …………….……………………………………………………………………...9
 Price ………………………….
…………………………………………………………....9
 Place ………………………….………………………………………………………..….9
 Promotion………………………………………………………………………………...10
 Physical evidence…………….…………………………………………………………..11
 Process and Operation Plan………………………………………………………………
11

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Company Analysis
Little feet is a daycare center and preschool for children ages from 3 months to 4 years. We
deliver a hygienic and homely atmosphere where children can spend their day peacefully while
mothers can carry out their work schedule in a peaceful and well cared for environment. Little
feet are designed to have the infant factor in mind so it provides a fully childproof atmosphere,
with bright colors, increased energy and cozy baby furnishings with toys. We have a well-set
schedule at "little feet" that your child will adopt from a learning cycle to play time to nap and
snack times. By learning interesting strategies and games, we ensure that kids are given an
atmosphere where they are not only looked after, but still grow and improve their personality.
Houses of little feet are built in a way to provide fully safe rooms from any sort of pollution and
dangerous electric shocks from sockets and all rooms are heavily carpeted to prevent any fall
damage to children.
Vision: To have quality child care, pre-school services that develop healthy brains that are
important for lifetime success.
You need the peace of mind that comes with leaving your child in a safe, loving and
educationally stimulating atmosphere as you trust your child to provide for others. And you need
solutions that fit for your timetable. All of this and more is why “little feet” are the -perfect
option for your baby and you!
Age groups at little feet:
 Infants ( 3 month to 19 months)
 Toddlers ( 19 months to 3 years)
 Preschool ( 3 years to 4 years)
Programs:
 Full day monthly: We offer a monthly full day schedule in which a child can be enrolled
from morning to evening to attend day care. For babies and younger adolescents, this is
typically the case when they have not yet begun kindergarten. This service encourages
parents to drop the child off on a regular basis and we take care of the child's meals,
hygiene and schooling while they advance on a daily basis.
 Half day monthly: The half-day monthly schedule provides the alternative of registering
the child either in the first half of the day or in the second half to attend day care. This is
particularly appropriate for parents who work half a day, children who come to day care
after school, and even for parents who frequently require half a day off for their activities.
 Daily drop off: For parents who need a temporary way to leave their kids, the regular
drop off option is. Parents like 'my time' regularly. Workout at the club before they head
to the spa to shed those extra pounds when pregnant, go shopping or catch up for a meal

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 with friends. You will register your child at the day care center and use the day care
facility on every day at your convenience and chose to pay when you go.

Packages:
We offer different packages for different families to make it affordable for families in
Karachi and they can easily opt for our services and can work without any worry about
their child. For families who want exceptional service and ready to pay heavy price for
their child care, we also have different package for them in which they will be able to
choose different option for their child in nutrition, pick up service, special personal care
taker, etc. Our packages are divided into two categories:
 Standard plan:
This plan all the basic service we offer like skilled caretakers, proper air-
conditioned rooms, toys, basic learning material, basic nutrition and all basic
facilities provided by our day care center.( For full and half day monthly).
 Premium Plan:
This plan offers wide variety of services which includes all facilities provided in
standard plan and special services like free pick up service, free vaccinations, on-
demand nutrition plans, special skilled personal care taker and free quarterly
doctor checkups.( For full and half day monthly).
Company Locations
After brainstorming about the locations of daycare Centre in Karachi and with the help many
responses from working couples we concluded the location would be in residential areas. The
main reason for this is the traffic in Karachi. Karachi is the most jammed city in Pakistan and
also comes in top cities of heavy traffic in world, which should be taken to consideration while
deciding on locations. Therefor we decide that the main locations will be residential areas:
 Gulshan e Iqbal
 Gulistan e jauhar
 Nazimabad
 Defence
 Clifton
 Pechs
 Malir
 Shahra e faisal
 Scheme 33
Main attractions in every location:
Proper furnished houses will be in residential areas where the whole house will be securely
fenced and secured with skilled guards.

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  Suitable outdoor play space suitable for the ages of children.
 Sufficient space for each child’s personal belongings.
 Enough space for each child to move freely.
 Viewing windows into each room occupied by children
 Proper arrangement of the physical layout so that caregivers can view all areas at all
times.
 Adequate air flow and comfortable room temperature.
 Places for children to play, eat and rest.
 Room for storage of cleaning supplies, staff belongings and additional items.
 Full CCTV coverage of every room and outdoor of houses.
 Special child doctor at every location.
Lastly the locations will be Fire proof and will be fully safe from electricity shocks to children.
Locations will be chosen on the basis of health conditions in that areas. Pollution and other
health safety concerns will be strictly followed.

Background and Demand analysis

Analyzing the Market and responses from full time working couples, we observed that there is a
huge untapped market for daycare centers in Karachi. The changing dynamics of our society in
general is a big driving force for this sort of business opportunity. Previously, women were more
inclined to stay at home and look after the children and household’s chores.
The growing trend of women choosing employment over traditional domestic roles and the
increasing number of nuclear families, creates a gap in the market for facilities that cater to the
problems of working couples. We analyzed that a lot of Couples are bound due to no availability
of good daycare facilities nearby. Our responses also hinted that reasonably priced packages are
key in order for a major portion of the audience to avail this service. Moreover, recent economic
data indicates the economic situation of Pakistan will continue to struggle due to the Pandemic.
This adds more pressure for couples to actively search for employment and support the house.
Pakistan has one of the highest birth rates of 22 births per 1,000 people. Very few women use
any type of birth control in Pakistan, and the surging population can put too much pressure on
water and sanitation systems, and overwhelm health and education systems.

Consumer analysis
Target Market: Full time working couples. The target market for a day care business is
generally working parents or one-income families that have very active daily routines. Many
potential clients look for day care centers that are near schools their other children attend, near
their homes or near their jobs. This is because they don’t want a long commute away from their

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normal travel areas each day. These areas like neighborhoods and business parks, are where we
are focusing mostly.

Market segmentation: the customers we will be serving will be full time working couples,
soccer moms and young families. We will be targeting the people aged from 20 to 40 and gender
will be mostly females and Household income would from 1lac to 6lac. As we now these are the
people who wanted this kind of daycare service in market and want that service to be fully
secured and healthy because people in Pakistan are very loving towards babies and we know at
our daycare Centre the children will kept just like they are taken care by mother.

Positioning: “Takes care of children like mothers do”

We want people to recognize our Little feet day care and preschool as the place where children
are taken care just like they are taken care by their mother and one of the most safe and healthy
option for their children.

Swot analysis
Strengths
 Regulations
One of the most vital regulations is staff to student ratio. In our child care center each staff
member will take care of four children to help them study, play and eat. This ratio is higher than
the statutory regulations, and will be very attractive to parents.
 State of the art facilties
All the equipment is new and advanced as per children’s’ need; this enables us to create the
perfect environment for children when they spend their time with us.
 Professional staff
We believe that parents will be happy that we have qualified staff; this is something that parents
look for when choosing a Centre.
 Healthy menus
We will provide many nutritional menus choices to make sure children will have energy and
remain healthy. This will also encourage them to establish healthy eating habits.

Weaknesses

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  Availability to employ qualified staff
It may be a challenge to hire the qualified staff. Therefore, in an effort to employ and retain
highly experienced and qualified staff we will offer incentive bonuses.
 Location could be the challenge in relation to where staff live
If staff do not live in the suburbs which are near it may take more time to go to work; this may
affect their balance between work and life. Therefore, our Centre will try to help staff balance it
and staff can give their best to teach your children.
 High set up cost
Establishing a business is not easy. When we set up our childcare Centre, besides purchasing the
land, we also incur other cost such as upfront cost, fixed cost and variable cost.

Opportunities
 High demand
Our Centre is in an infrastructure of the suburb focuses on young families and encourages them
to stay. These are the factors that provides a high demand for us.
 Tailored to the new families in the area to get their opinions
The opportunity to develop our Centre directly to the needs and wants of families is to conduct a
survey. This information, through customers' opinions, helps us to provide the facilities
required.
 Extended opening hours
If parents need to work on the weekend, our Centre will be open during Saturday to care for your
children while you working.
 Expand the childcare Centre
When we consider that we have accumulated a sufficient net profit, we will consider expanding
to other locations. Our preference would be to replicate our model by selecting new and
developing suburbs.

Threats
 Existing competitors

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Existing competitors are the most dangerous threat. There are a number of other child care
Centers near DHA/Clifton. However, by providing the best service we would be in a good
position to be successful in building a good client base.
 Cost in relation to socioeconomic of demographic & challenge to chosen location in the
new suburb
In the initial two years of operation the number of children registered in the Centre may be low.
However, as our research shows the forecast number of families that will reside in Gulshan and
johar will climb rapidly.
 Global Pandemic of Covid-19
Pandemic is causing people to work from home and they are not going to offices for regular
work. This means they will be home and can take care of their children. This poses great threat to
our daycare business, therefore we want this pandemic to over as soon as possible.

Competitor Analysis
Although, there are various daycare centers in Karachi but we have selected the top 4
competitors in different vicinities of Karachi which are as follows:
1) Dr Sofia’s Daycare and Learning Centre
Established in 2007, Dr Sofia’s Daycare and Learning Centre is the largest network of Daycare
centers in Karachi with 4 branches. They provide a safe, stimulating, and a caring environment
for children ranging between ages of 40 days up to 12 years. They focus on providing a clean
secure and encouraging educational experience that promotes social, emotional, physical and
cognitive development.
In addition to the day care, they also provide following services:
 Morning Preschool Classes
 Morning Preparatory Classes
 Evening After School Classes
Their educational program is a well balanced mix of Emergent Program. Montessori Teaching
and also focus on various theories of learning. Their preparatory program is specially designed
for children to qualify in leading private schools in the city.
Their mission is to make sure that parents are confident about their decision in appointing them
as their childcare service provider and they make sure that they put all their efforts in providing a
safe, engaged, educated and smiling environment.
2) Purplepink Daycare
Purplepink Daycare & Montessori takes care of children who are between the ages of 8 weeks
until 10 years. They have two branches in Karachi located at PECHS Block 6 and Clifton Block

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9. They offer both full-time and part-time child care, educational and developmental programs.
Purple Pink provides with nurturing, innovative child care services for the children to play, learn
and thrive throughout the day.
They have a reputation of being a leading trusted care and resource facility for families,
employees and some of the largest and most recognizable corporate companies in Karachi. Their
campuses offer the working parents and their supportive employers a genuine peace of mind,
allowing them to focus on their work, knowing that their loved ones are under expert care.
They provide both full-time and part-time childcare services to babies, toddlers, preschool,
Montessori and after school children, in high quality, purpose built facilities, manned by highly
qualified and experienced staff. Purplepink has excellent, caring teachers with 90% of our head
teachers have more than 10 years of Montessori experience, and all are creative, supportive
educators who know the potential and needs of the age groups they work with.
3) Playhouse Childcare
Playhouse Childcare has a staff of trained professionals, with hands on working experience with
children. They understand the need of both children and parents. They always make sure that
whenever you leave your kids to attend to something else, you take great efforts to make sure
that they are safe and having a good time.
They know your heart won’t settle for anything less than perfect for your precious little miracle.
So what happens when you have to go out and want to leave your kids in a safe, secure and fun
environment? This is where they provide their services. Playhouse Childcare is unique Care
Centre for children between the ages of 2-8 that is purpose-built to keep the kids happy and the
parent’s content. They are open from 9.30 am to 6.00 pm.
4) Mama's Montessori School System & Daycare
Mama’s Montessori School System & Daycare provide a safe, stimulating, and caring
environment for children ages six weeks to 12 years. Their focus is to provide an encouraging
educational experience, promoting social, emotional, physical, and cognitive development.
Committed to the families we serve, we strive to give parents complete peace of mind, while
being seen as a shining example of what a quality childcare center should be.
For the present, their goal is for parents to feel good about their childcare choice, and that the
children are safe, engaged, educated, and smiling. And for the future, we want these children to
warmly look back at their experience with us, and see it as a cherished part of their childhood.
Mama's Montessori School System & Daycare offers children the care, comfort, fun and safety
they deserve. And for you, the peace of mind that comes from knowing your child is in the best
of hands. Each day promises an exciting new adventure, and we make sure each child
experiences the joys of a truly caring environment. They also strive to be your partner. They are
completely transparent in our programs and curriculum, we continuously self-assess and look to
improve, and we make communication with you a paramount part of the childcare environment.

8
Marketing Plan
Product
A preschool and a day care facilitating children between the ages of 3 moths to 4 years. We will
provide range of services comprising healthy meal, modern toys, sanitation, clean and healthy
environment, child specialist doctor, outdoor play area with proper fencing and safety as part of
our standard plan along with CC TV coverage of the day care centre so that parents can observe
the activities of their children and at the time stay relaxed about their children’s safety.
Moreover, our premium offering also includes free pick and drop, vaccination and on demand
nutritional plans/meals along with a special skilled personal caretaker and free quarterly check-
up by our specialist doctors.

Price
Full day monthly
Standard plan Rs. 9000
Premium plan Rs. 15000
Half day monthly
Standard plan Rs.6000
Premium plan Rs. 11500
Daily drop off
Standard plan Rs. 800/day
Note: 10% and 20% discount will be offered to the second and third/additional child
respectively from the same family.

Place
We will be operating at various residential areas of Karachi especially those where more middle
working-class couples used to live. According to our survey majority of said couples live in areas
like Gulistan e Johar and Gulshan e Iqbal, P.E.C.H.S, hence we will setup our day care centre in
the said locations, later on we will expand our operations to other areas of Karachi where more
elite class of Karachi lives such as Clifton and defence. Our market development strategy will

9
depend upon the survey results of places from where we will analyse the demand later on and
will further refine our operational locations.

Promotion
Flyers
We will dispatch flyers to various offices in commercial areas of Karachi so that working parents
get to know about our day care centre and their need can be triggered. We will also dispatch
flyers to hospitals where families will get awareness about day-care when they are there for
pregnancy check-ups. Flyers will also be dispatched to homes to make them aware about day-
care in their area.
SMM
Facebook, Instagram, and our own website will be used. We will boost our adverts through
Facebook and Instagram by targeting specifically to working moms and dads. Moreover, we will
also concretely target those parents who might be watching YouTube/FB videos or surfing any
other Social media for the same keywords.
Mommy Bloggers/Social media Influencers
We will also reach out to famous mommy bloggers and persuade them to spread our message to
their followers and the people who are inspired by them. For instance, Pakistani celebrities who
are working moms i.e., Nida Yasir, Shaista and Nadia etc. who inspire many people by their
work and life balance and lifestyle.
A moving Double Decker
A moving Double Decker roaming around Karachi playing videos of the childcare facilities
provided at little feet and testimonials from the parents to raise awareness among Karachities and
to create a buzz through some guerrilla stunts. The bus will stop at famous family locations and
commercial office buildings during lunch hours so that more and more working-class parents get
to know about it.

People
Our staff will be well trained and well-mannered to take care of the visiting parents and more
importantly the little ones to make sure our customer services are aligned with our brand value
and positioning. We will provide our staff with excellent salary and benefits in order to retain
them, as we firmly believe in happy employees makes happy customers. We know that staff
makes the company, therefore we will make our staff satisfied so that our customers will also be
satisfied. We will recruit our staff very carefully to see that every employee we select should
have loving and caring attitude towards children. Some of the main things we see important in
staff is:

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 1) Proper clean uniform
2) Child specialists.
3) All mothers

Physical evidence
Our physical environment, layout or interior will speak of our brand itself. We furniture and
ambiance will be in accordance with our customers desire and comfort.
 Child based themes
 Well decorated waiting areas for parents.
 Cozy Colored Furniture
 Air conditioned rooms.

Process and Operation Plan

…………………………….............**……………………………………

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