1

Department of International
10th Batch, Section- A

Course Title & Code: Principles of Marketing

IB-209
Term-Paper on
Marketing Plan of E-Labour.com

Prepared by:
Group Name: Team Explorers

Group Members:

Name Roll no.

1. MD. ROKI HASSAN BE-030-001
2. MD. CHANCHAL MAHMUD BE-030-010
3. KAZI TANVIR AHMED FIDA SM-030-084
4. MD. RAKIBUL ISLAM BB-030-129
5. MD. SHAHIN MIA ZR-030-328

Prepared for:

Asmina Akter
Lecturer,
Department of International Business
Submission Date: 14 November, 2018
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Table of Contents

Executive Summary ................................................................................................................................ 3

LETTER OF TRANSMITTAL .............................................................................................................. 4
CHAPTER 1 – Introduction ................................................................................................................... 5
CHAPTER 2 – Business plan of E-Lobour ......................................................................................... 12
CHAPTER 3- Marketing Plan of E-Labour ......................................................................................... 19
Summary of Marketing Plan ............................................................................................................. 20
Current marketing situation .............................................................................................................. 20
Competitors of E- Labour ................................................................................................................. 22
Threats & opportunities of e-labor .................................................................................................... 22
Marketing strategy ............................................................................................................................ 23
Market Segmentation ........................................................................................................................ 24
Positioning Strategy .............................................................................................................................. 24
Marketing Mix .................................................................................................................................. 25
Marketing analysis ............................................................................................................................ 26
Projected Budgets ............................................................................................................................. 26
Controls ............................................................................................................................................. 26
CHAPTER 4 - Major Findings ............................................................................................................. 27
CHAPTER 5 - Conclusions & Recommendations................................................................................ 29
Conclusions ....................................................................................................................................... 30
Recomedations ...................................................................................................................................... 31
References ......................................................................................................................................... 32
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Executive Summary
“You cannot sell anything if you cannot tell anything” is a thought provoking quotes from
Beth Comstock that clearly denotes the significance of marketing to the businesses. In today’s
competitive market, success of any business is quite depended on how the business executives
shape and conduct marketing plan, a map to communicate and attracting the customers. This
research paper purpose of any reader about how a marketing plan can influence any start up as
it is about a star up business named E- labour which is an online platform to book handy labours
for household and business services. The reader will surely be benefitted through learning new
trick and tips of marketing and create an enthusiasm to learn more about the core concept of
marketing.
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LETTER OF TRANSMITTAL

Date: 14th November 10, 2018

Lecturer
Asmina Akter
Department of International Business
University of Dhaka
Subject: Submission of term paper on “Marketing plan of E- Labour”
Dear Madam,
It is indeed a great pleasure to work on this project and to hand over the report titled “Marketing
plan of E-Labour” under your guidance. This report is the consequences of our learnings from
our PRINCIPES OF MARKETING course that led us to analyse thoroughly the subject that
we were working on.
We as a team put a lot of efforts to complete this report that will be worth reading for your
time. The making of this report has been enriched in a significant way with the help of quotes,
articles, journals etc from the web.
Lastly, this report is a result of accumulated knowledge of all the team members that may led
to unintentional mistakes. We humbly request you to consider this report as a means of our
learnings from your constructive feedbacks.

Sincerely.
On behalf of the team members,

------------------------------------------------------
Kazi Tanvir Ahmed Fida
ID SM-030-084
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CHAPTER 1
INTRODUCTION
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Introductions:

According to Dhaka City Corporation only in Dhaka City handy services have a market value
of 5 billion that clearly denotes the potentiality of this service industry. However, this industry
has not been modernized or adapted as traditional way of dealing still exists. And the hassels
of hiring handy labours by consulting with relatives or neighbours if they know anybody and
in times of urgency labours are very hard to find. To solve this phenomena, E-Labour has a
solution to provide.

E- labour

E-Labour is an online platform which enables labours from all handy service providers to join in and
customers like household and business organizations to hire them using our mobile apps and websites.

Fig: The logo of E-labour

Product Features
1. A dynamic website
A dynamic website that provides the solution to book a handy labour at your home by enabling
access to a wide range of services like searching labour by locations, logging in, posting one’s
job to be served.
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Fig: The Prototype of website

2. A mobile app supporting android and ios

One of the rising industry in this time is mobile app industry that literally grab the market of
billions of smartphone users among the globe. And the major two distribution channel of this
market is google play store and apple app store. Our app will be available in both of this
platform to ensure the convenience service for the customers who like to get services using
smartphone apps.

Fig: The prototype of mobile app interface

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3. Employee and Employer Profile

Another mesmerizing features of our app is that it has both employees or handy labours
id and employers or the customer id that helps to interact with each other in more
seamless way. In the employees id there will be detailed information of the employee
like age, experience, ratings, reviews from clients and work success history. And to
prevent any personal contact between the employer and employee we will restrict the
right of employee to exchange phone numbers, address etc. Moreover, the employers
account will have facilities from booking handy labour to review, rate and post job.

Fig: The prototype of employee ID

4. A wide range of services

E labour offers a wide range of handy services that one can book from our mobile app
and website to get it. And the services start from dry cleaning to personal beauty shop,
electrical services to electronics mechanic, painter to carpentry. And the e labours are
efficient and have expertise in their following field.
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Fig: Service page Prototype

5. Locations based services

Keeping on mind the convenience of services we introduce the uber of getting handy
labour at your door by searching labour on the map on our app.

Fig Prototype of searching E Labour on map

6. Post job and photo problem and trial quotation

Our app enables the employers or customers to post their job or problems to find out
the labour that they want to have to do their job. For example, if anyone wants painter
for painting the wall then they would post a job of their own by describing the job
criteria and also can attach photo of the wall.
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Fig: Prototype of posting jobs

7. Call center/Chat box and Negotiable

To make our app more interactive customers can negotiate with the labours in the range
of price with the means of call center and chat room. Since our majority of labours are
incapable of using such devices we would ease their way with the help of call center.

Fig: Prototype of call center and chat box

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8. Comparable Services

Since customers or employers can post job and many potential labours apply and
customers get alternatives for services that paves the way to compare and make
rationale decision to book a labour to get work done.

Fig: Prototype of comparing services

9. Bidding

E Labour provides services to the business also. Since the business people holds a significant
amount for this kind of services so instead of using traditional approach to book labours they
pursue in advertising in the newspaper as tender and so on. And among them the most satisfied
party gets the job. And keeping on mind this, business people can post jobs and in that many
labours or group of labours can bid and the ultimate decision is made by the business
organizations.
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Chapter 2
BUSINESS PLAN
OF
E- LABOUR
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Value Proposition: An app that releases the hassles of hiring labor class people to get your
work done with our app. Our app will enable users to search for workers to solve their problems
and benefitted with their services. It involves creating dynamic website, profile of labors,
facility to post job for labors and getting solutions in least amount of time from the nearest area
of user.

Need Analysis: If any service where its components are isolated from its market or operating
in a traditional way that cannot fulfill the needs then it would be working or labor class people.
Because under many circumstances we cannot find out them or if we are able to get them we
cannot make proper decision regarding the services quality and payments standards comparing
to others. However, the workers also spend leisure or find jobless in certain time period due to
finding work. Here our app comes in. We can bridge the gap between these two parties effort
to meet their goals. This app will allow them to create their own profile, post jobs, getting
training from our academy. Since we have majority people are not literate to use smart phone,
internet and respond in that way, we propose call centre strategy to inform them about their
work destinations, descriptions and fulfilling wages with reasonable amount. At the same time
we will also make their ID’s and update day to day regarding work status. For the workers or
labors who can use internet to access our app they will be provided the facilities to update their
ID’s, job posts and respond to that by themselves. Here in a profile the worker’s name, age,
working area, expertise in, reviews from others will be available. And post their require jobs
with price and we will charge 10% of their accomplished service price for creating this
platform. Through our implementing our idea we can serve the major ratio of employees with
training programs and launching them in this platform. The clients will get services with
comparable and time saving as well. Thus we can also make a better platform for this labor
class people where they will not find any difficulties to find job or promote their skills. This
could result in highly benefited project that identifies the neglected sectors of Bangladesh
transforming to a nation building.

Impact: The most attraction of our idea is its social contribution. After launching our idea
through our plan, it will make a great impact on our targeted people as well as our society. We
can divide our impact into two sides. From the employer perspective, we don’t need to spend
our valuable time by searching good employee to do our work. Even no one needs to
communicate personally. We will become the mediator, so any communication task is ours
duty. You can easily and at a lower cost be able to find your needed worker by accessing our
website. Beside this you don't need to spend extra money to search your needed worker. So it
will save both our time and money. From the employee perspective, labors do not get their
reasonable wages in many cases and there is no anonymous authority to develop their
knowledge with modern devices. To solve these problems we have introduced our app that
allows them to perform the tasks of other within a standard payments and training workshops
to develop their expertise.
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Solution: We have tried to make our site as simple as possible. That's why we divide worker
into two segments. First one is manual worker, who are not reliable with the access of internet.
For this after the collection of their data, we will make their employer profile by our staff. Other
section is general worker section, who can access our site and be able to make their profile by
our guidelines. Then the most important matter which is finding jobs. And the employer can
search for desirable labors by browsing our website or using app that enables users to look for
employees in their nearest locations and book labors. In this process our employer can make
job searching post on our site. We will notify him/her by collecting employees on his criteria
from our database and make a recommendations. Then he/she can select his/her needed
employees. After selecting employees, he/she have to contact with us about selected employee.
Then we will contact with that selected employee and manage this work opportunity. Here
recommendations can be provided in two ways one the literate labours can apply by their own
and for the labour who is incapable of communicating through modern devices, we will apply
call center to inform about new jobs. Then another important thing which is “Wages”. When
an employee make a post on our site, there also a standard wage ranges are given by us. In our
recommendations the employee and employer get the opportunity to negotiate and it is done
through chat box and call center according the preferences of both group. According to the
agreement, the employer will have to pay the wages to us by our recommended payment
system. We will pay the reasonable wages to that employee after cutting our commission at our
standard. This standard be on agreement with us and employee. Another important thing is
Registration process. In the registration, each employee have to give us required information
including Professional information, Address, educational background and also professional
experience. Both employee s and employer have to pay a membership fee at registration.

Stakeholder Analysis:
Government: Government will be our one of the most influential stakeholder. Because as a
labor intensive business, we have to follow all the rules and regulations. Our government takes
initiatives to help those business which are now involving in social welfare activities.
Customers: our most important stakeholder are our employee and employers. Employees will
be able to manage his /her work as simplest way as possible. Besides this employers will be
able to find his/her desirable labors easily from our website.
Trainers: we will provide highly professional trainer to provide training to semi-skilled
employees to make them will trained for their specific task or profession.
Call center: Another important stakeholder is call center. We arrange our call center with 24
hours service. Both employees and employers will be connected at any time by our call center
service.
Others: There will be others stakeholder including Network operators (Robi, Grameenphone
,Banglalink) , Payment service( Bkash, Rocket etc.)
Business Model: We are following canvas business model. We know that canvas business
model is used widely in different business organisation. Because it explains every component
of a business plan which are needed including revenue streams model, cost structure,
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distribution channel , key activities, key resources , key partners, value proposition, customer
relationship, customer segmentation.

Fig: The Business model of E-Labour

 Projected Income Statement
16
Discription Of
2018 2019 2020
Revenues
Pay Per Click(Ppc) 720000 1440000 2880000
Registration Fees 500000 1000000 2000000
Training Course Fes 500000 1000000 2000000
Special
200000 400000 800000
Contribution(Sponsors)
Commissions 5040000 10080000 20160000
Total Income 6960000 13920000 27840000
Discription Of Expense 2018 2019 2020
Call Center Fees 1000000 2000000 4000000
Salary And Wages 2220000 4440000 1580000
Promotional Cost 2220000 4440000 375000
Development Cost 250000 500000 200000
Office Expense 1550000 3100000 1321320
Distribution Expenses 480000 960000 960000
Total Cost 6170000 12340000 8436320
Net Income 790000 1580000 19403680
CALCULATIONS OF REVENUES

1. Pay per click- we will show ads of 4 companies at 200 times per day at 2.50tk per click for 12
months and 30 days in a month. So the calculation is (4*200*2.50*12*30)= 720000
2. Registration fees: we can collect 500 tk from 500 member in first year. So the calculation is
(1000*500)= 500000
3. Special course fee: we can charge 1000tk from 500 participants. So the calculation is
(1000*500) = 500000
4. Special contribution fee: we are thinking that we can collect 200000 tk from different
organization for our innovative idea. Our projected Contribution fee is 200000 for one year.
5. Commission: we can collect 15% commission from wages of our user we they cross our
Freemium interval . we are estimating that our user can get 8000tk Reference:
(https://www.indeed.co.in/salaries/Electrician-Salaries) wages per month. We can collect
commission from 400 user for the first year. So the calculation is (8000*350*12)*15% =
5040000

CAlCULATION OF COSTS

1. Call center cost: 2 tk per min member (2 tk *5 minutes*100000 call)= 1000000 here we have
estimated our annual call 100000.
2.
Salary:call center stuff (4*15000 tk) ,Instructor fees (6*20000) others 60000 so the calculation
is ((4*15000 tk+6*20000)*12 month +60000 others salary = 2220000 Total estimated salary
for one year.
3. Promotional expense:Newspaper add 30000 tk will cover advertisement our business for the
first year within 1 day of a week in 40 weeks a day remaining part will be used for Social media
campaigns / Online Ad and Roadshow . So the calculation is (30000*40)+1020000= 2220000tk
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4. Development and Research cost- we will use this amount for the website development and
programing. So our estimated cost is- 250000tk
5. Distribution Cost: 480000; which derives from Direct Selling Expenses : We are
assuming that we will provide all handy materials with our service to make a total
solution that will cost approximately 10000, Product and Packaging expenses:
Expected Packaging cost will include Uniform for labors and Packaging of Labor
Products = (100*200+ 120000) = 140000, Market Research will cost 30000 in first
year. Delivery and Shipping Cost will be 2000 ride at 150 taka according to online
Riding Share app will be 300000 tk.

6. Office and maintanance expense: It includes equipment( Computer System, System

maintainance etc.) we are estimating others office expense is 1550000tk

Break-Even Analysis
35000000

30000000 30200000

25000000 25720000
24160000
21220000
20000000
18120000
16720000
15000000
12220000
12080000
10000000
7720000
6040000
5000000
3220000 3220000 3220000 3220000 3220000
0 500 1000 1500 2000 2500
500 1000 1500 2000 2500
Fixed Cost 3220000 3220000 3220000 3220000 3220000
user 500 1000 1500 2000 2500
Sales 6040000 12080000 18120000 24160000 30200000
Total Cost 7720000 12220000 16720000 21220000 25720000

Variable Cost Fixed Cost User Sales Total Cost Break even
4500000 3220000 500 6040000 7720000 point( 1045.454545
9000000 3220000 1000 12080000 12220000 unit)
13500000 3220000 1500 18120000 16720000 Break even
12629090.91
18000000 3220000 2000 24160000 21220000 point(taka)
=====
22500000 3220000 2500 30200000 25720000

Fixed Cost 3220000 Promotional Cost 2220000

Variable Cost Per Unit 9000 Distributional Cost 480000
Sale Price Per Unit 12080 Total Marketing Cost 2700000
How E-Labour can be sustainable in the
market?
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Every business wants to achieve profits ensuring its suitability in the long run. And E-Labour
is not an exception in this field. To achieve this goal we need to ensure the trust of both
employee and employer by fulfilling their wants. The employer wants a convenience way to
hire handy labours at home by saving time and money whereas the employee or the labours
want to get a reasonable wage and ongoing development of their skills with the pace of time.
To accomplish this, we have a user friendly website and mobile app that enables employer to
book labors from the nearest place in more convenient way by negotiating and posting jobs and
making ultimate decisions at the end. In addition for the employee or the labours, they get a
platform where reasonable wages are maintained and workshops are held for their
development. The great threats that always found in questions to the sustainability is from the
competiors. And we also do have competitors that provide services like us for instance
HandyMama, Sheba.XYZ are the most promising threats to E-Labour. But the innovations that
E-Labour has added to provide convenient service like job searching by locations, comparable
services and negotiations create our own space in the mind of the customers.
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CHAPTER 3
MARKETING PLAN
OF
E- LABOUR
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Summary of Marketing Plan

Startup businesses share a great deal with the marketing plan as the modern
customers are more informed than any other generations of customers. The plan
needs to be communicated with the the excecutives and marketers to fill up the
communication gap. The aim of the excecutives would be to create a brand value
associating certain numbers of sales. The actions of marketers would be to know
the trends and competitors and make a stand alone place in the customers mind.

Current marketing situation

We are a service network, solving people’s everyday problems by bridging the gap between service
providers and receivers.
This is a relatively new space in Bangladesh and it is hard to find examples and learn things from others.
We are working hard to make sure that we offer best service possible, maintain time and ensure smooth
service delivery.

Target market & segmentation: Every family is our target market, because we provide such a service
which is needed for all. We have classified our total markets into two main segments.
1. Home owners.
2. Property managers.

1. Home owners: every individual home owner will remain under this segment. They are larger
in amount than the property managers.
2. Property managers: there are many property managers in our country who perform businesses
in real estate industry or hotel-motel industry. And, they need handyman services to maintain
their activities. They are also a very important segment for our business.

Customer needs: The two customer segments, home owners and property managers have been targeted
because they are the most likely consumer of handyman services. Unless the home owner is particularly
crafty, he/she does not have the skills, time or desire to tackle most jobs. Their preference is to hire
someone and have them take care of it.
The property manager are also likely consumers because they are managing a group rental property
which needs periodic maintenance. Property managers with less than 20 units rarely have on-site
maintenance personnel, it is less expensive to hire someone as needed. It is rare that the property
manager would have any maintenance skills themselves and those that do usually do not have the time
in the day to perform the repair.
It should be noted that the majority of business will be coming from residents and rental property from
within the city. As you venture farther out of town into the country people tend to have more free time
and more fix it skills and are therefore more likely to try to repair things themselves.

Service we provide:
Leaky faucets, repair/replace fixtures, sprinkler repair, minor drain problems,
Minor plumbing
garbage disposal install, install ice maker lines.

Ceiling fan repair and install, electrical plugs and switches, vanity lights, motion
Minor electrical
lights, cable and phone line installation.
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Fence repair Metal and wood fence repair and install, electric dog fences, gate and latch install.

Window, wall and

Small hole repair, door installation, window maintenance and repair.
door repairs

Deck repair and maintenance, chemical cleaning, pressure washing, wood

Decks and patios
replacement, handrail installation.

Painting Interior and exterior (short of an entire exterior of a house).

Weather proofing Weather stripping, caulking.

Flooring Carpet and hard wood repair.

We usually provide these services and try to make a profit from the wage difference between service
receiver give & we give to the service provider.

Uniqueness of our product for which you will buy it.

1. Saves money: You can get the best service with a reasonable cost from e-labor. Often, you
have to pay a handful amount of money to your permanent home servant or people who take
care of your household chores and different everyday problems to fix like plumbing, electric,
cleaning and so on. Either you take the service or not, you must pay to these permanent people.
But, taking e-labor service can help you to be optimized here.

2. Saves time: E-labor will save your time by doing all your low value tasks and let you focus on
your other valuable tasks. You do not need to waste your time by cleaning the toilet or finding
an electrician to fix your household problems. You just give us a call and we will do the rest.
Thus, you can enjoy your time that will make you happy and relaxed.

3. Best quality service: Ensuring the best is the core uniqueness of e-labor effort. E-labor taskers
have high experience in their own field. They are dedicated and sincere enough to what they
are doing. You must expect the best ever quality of work that you have not enjoyed yet

Some environmental factors that may affect customer purchasing: There are some factors which
can affect purchasing behavior of our customer. These are-
1. Economic factor.
2. Marketing mix factor.
3. Personal factor.
4. Psychological factor.

Economic Factor: The most important and first on this list is the Economic Factor. This one is the
main foundation of any purchasing decision. The reason is simple people can’t buy what they can’t
afford. The need of a product also doesn’t play a role here, but the most important thing is affordability.

Marketing mix factor: There are 4 components in the marketing mix, i.e. product, pricing, promotion
and place of distribution and each of these components have a direct or indirect impact on the buying
process of the consumers. The consumers consider various things like the characteristics of the product,
price charged, availability of the product at the required location and much more.
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Personal factor: The personal factors include age, occupation, lifestyle, social and economic status and
the gender of the consumer. These factors can individually or collectively affect the buying decisions
of the consumers.

Psychological factor: When it comes to the psychological factors there are 4 important things affecting
the consumer buying behavior, i.e. perception, motivation, learning, beliefs and attitudes.

Competitors of E- Labour
1. HandyMama
2. Sheba.xyz
3. Chaldaal

HandyMama: HandyMama is considered as the largest, branded network for local service
professionals with more than 1000 highly experienced, skilled and verified handymen and more than
30 service vendors.
HandyMama has a coolest and simplest user friendly web platform where customers can book any
service in just one minute. To give access to the senior citizens, who are not tech-savvy, to this modern
service platform, HandyMama comes up with a Personalized Call Center with a bunch of young and
friendly customer managers who help our customers through the process to successfully get their jobs
done.

Sheba.xyz: Seba.xyz offers a comprehensive range of products and services to cater to the everyday
demands of their customers at home or in office. They are already existed in the market with a handsome
portion of market share.

Chaldal: is a Bangladeshi online grocery and food products provider, founded in 2013. It sells fresh
fruits and vegetables, meat and dairy, groceries, and personal care and household items via its website
and mobile apps. It is currently serving all of Dhaka City, except certain parts of Old Town.

Threats & opportunities of e-labor

Threats:
Individual link with service receiver: Service provider may create individual connection with the
service receiver by their own identity. we think it will be the most important threat for us.

Price conflict with receivers capacity: We can face daily challenge with pricing. It is hard to set a
standard price point for a service like cleaning or electrical because it is hard to quantify and we don’t
have a culture of paying hourly for these services. We used to have house-maid who does everything
for food and stay.
Generally, for an electrical repairing their is no hourly rate, people used to charge randomly. When this
is the situation in market and we come and ask people to pay hourly basis, people seldom get it. They
consider us costly. But we are also offering convenience and security and assurance of quality service
but when price becomes the key matter of discussion, other things seldom get the attention.

Opportunities:
Potential to grow and expand: In this modern era, it is rare to have a full time caretaker. Because of
independent thinking, people don’t prefer that. But, our business will help people to get their works
done with less cost and within the shortest possible time. So, there is a lot of chance to grow and expand
our business.
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Huge market: since there are only two or three business here, so it can be said that there are huge
market to grow up our business.

Suggestions, how we can eliminate the impacts of threats

1. We should work hard so that we can quickly train people who will provide services.
2. we have to work hard to design a pricing strategy that works. We should try to understand our
customers better, segment them and offer prices that works for them.
3. We need to take feedback from our customers on regular basis in order to improve our service.
These can be ensured to eliminate our upcoming threats to make a profitable business.

Marketing strategy
Marketing strategy is the broad marketing logic by which the business hopes to create
customer value and relationships and the specifics of target markets, positioning, and marketing
expenditure levels. It is the section of a business plan that outlines overall game plan for finding
clients and customers for the business. Sometimes marketing strategy is confused with a
marketing plan, but they are different. Marketing strategy focuses on what we want to achieve
for our business and marketing efforts. It needs to create marketing strategy before starting
business. It couldn't effectively market a home business without understanding how it fits into
the marketplace. For our E-Labor Business we also made some marketing strategies, these are:

Online Strategy: Online marketing refers to advertising and marketing efforts that use the Web
and email to drive direct sales via electronic commerce, in addition to sales leads from websites
or emails. Internet marketing and online advertising efforts are typically used in conjunction
with traditional types of advertising such as radio, television, newspapers and magazines. It’s
directly related to our business plan. ‘E-Labor’ is an online based business, through online it
provides services among its customers. So we must emphasize on this (Online Marketing) core
marketing strategy.
Promotional Marketing: Promotional marketing is a business marketing strategy designed to
stimulate a customer to take action towards a buying decision. To attract customers to our
business plan ‘E-Labor’ it might be effective marketing strategy. Promotional marketing is a
technique that includes various incentives to buy, such as:
 Contests: We all enjoy winning something for free. Contests offer an attractive
marketing vehicle for small business to acquire new clients and create awareness.

 Coupons: Coupons still work and provide an affordable marketing strategy for small
online based business like ours.

 Sampling: In the sector of service sampling can be offered in a strategic way such as
we may provide incentive (discount, cash back, double services for single payment etc.)
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to the customer who are satisfied and encourage other potential customer to take our
services.
Social Media Marketing: Social media sites like Facebook and Twitter offer a unique
opportunity for savvy businesses willing to invest in customer engagement. Social media
marketing is still in its infancy but is growing up rather quickly. It might impact greatly on our
business.
Mobile Marketing: Marketing on or with a mobile device, such as a smart phone. Mobile
marketing can provide customers with time and location. It is more crucial for our business
because our business through app which conveniently use by mobile phone.

Market Segmentation
Market segmentation is the process of dividing a market of potential customers into groups, or
segments, based on different characteristics. The segments created are composed of consumers
who will respond similarly to marketing strategies and who share traits such as similar interests,
needs, or locations. In our E-Labor business different market segmentation is given below:
Geographical segmentation: Segmenting the total market of a particular location into different
segment on the basis of geographical location. At first we only focused on the Dhaka city.
Because they are more technologically advanced. Then we move to another location in the
Country even we will go abroad.
Social class Segmentation: Segmenting the total market on the basis of social class like, upper
class, middle class, and lower class. Among them we target the upper and middle class people.
Because lower class are less aware of advanced technology. In later, we may consider them as
a part of our business expansion.

Positioning Strategy
Market position refers to the consumer’s perception of a brand or product in relation to
competing brands or products. Market positioning refers to the process of establishing the
image or identity of a brand or product so that consumers perceive it in a certain way. It needs
to create a positive brand image in the mind of the customer by providing superior customer
value relative to competitors do. We consider services differentiation as positioning strategy
through speedy, convenient or careful delivery of services. It also include proper management
of data which play major role to complete a whole business deal of our business.
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Marketing Mix
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. In other word it is a combination of factors that can be
controlled by a company to influence consumers to purchase its products. Not only for our
business but also for every business it is too much crucial. The 4Ps make up a typical marketing
mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix
increasingly includes several other Ps like Packaging, Positioning, People and even Politics as
vital mix elements. 4Ps of marketing mix of our business ‘E-Labor’ given below:
Product: Product is a good, idea, method, information, object or service created as a result of
a process and serves a need or satisfies a want. It has a combination of tangible and intangible
attributes (benefits, features, functions, uses) that a seller offers a buyer for purchase. Basically
we provide service. Our service is business to customer and customer to business related.
Household and labor both get benefits from our business. We also offer to household some
products such as equipment which need to replace from prominent company of the world.

Price: Price is the amount of money that the customers have to pay in exchange for a product
or service. Determining the right price for a product can be a bit tricky. In our business the
household and labor have to pay us 15% of their transaction amount and Construction
Company have to pay us 20% of their transaction amount.
Place: Place is the convenient platform for the customers where they settle their transaction
and get their services. In our business, apps is the main platform as place and the office of our
business also settle the transaction of the labor who are not use advanced technology. The apps
also provide location service by which the household easily can pick the nearest labor for their
purpose.
Promotion: It is the most important element of marketing mix by which a business promote
their goods or services to the potential customers. We already took some promotional tactics
for our business these are:
 Online and Social media: Since the people of the current worlds are more engaged with
online and social media, we advertise our services and products via online and social
media like Facebook, tweeter, whatsapp etc.
 Bill board: For those people who don’t use online and social media we also use bill
board to promote our business. Through bill board the general people will be concerned
with our business.
 Sponsorship: Now a days it is a popular way of promotional activity of a business. At
first we can sponsor to some local sport events or other events like arranging
competitions and fairs. It help us to introduce our business with the potential customers.
 Advertising: We can also give advertisement on television and radio etc. Which can
introduce our products and services.
 26

Marketing analysis
In this section is about the opportunity, threats and critical issues of our marketing strategy
.These discussed in below:
 Opportunity: The opportunities that might be strengthen our business are the probability
of expansion in later, huge market demand, probability of own supply industry etc.
 Threats: Some notable threats that might be faced by our business are strong position
of competitors, negative reaction of employees whether they response to us or not,
managing supply chain properly, technological threats, managing data and resource
properly, injuries to employees and complex contractual legal restriction.

Projected Budgets
From our Projected Profit-Loss Statement, we analysed and found that our Marketing Plan will be
Successful if we can provide our handy services at 1045 user. Because our Break-even analysis shows
us that if we can provide this amount of services. Than our projected income will be equal to our Total
Cost that is 12629090 tk, and further we can exceed our Cost by increasing our User. In our Projected
Profit-Loss we also included promotional and distributional cost which also calculated in Break-Even
Analysis. Our Total Projected Marketing cost is 2700000 tk.

Controls
As a competitive market, dynamic change in Technological, Marketing and Online is Prominent. So we
have to make periodical Development Analysis whether our marketing plan is working well or not. If
our Marketing Plan will fail to serve our user or satify our goal to any extent. We will make different
plan or Backup Plan to hold our position in Market. We will always add or innovate new dimension of
Service to attract and retain our customer.
 27

CHAPTER 4
Major Findings
 28

Untill now, We have seen the credentials of E-Lobour being the go to app or assistant for every
common means yet certain findings came across while analyzing the current trends of marketing plan
of startups. And the most crucial finding is that the ebtrepreneur cannot deliver the message to the
community or the society feels alien to the startup itself. In our case attracting handy labours to gain E-
Lobour not to the competitors platform yet very daunting taste. Majority of the Handy Labours don’t
like change or adapt to the new way of dealing things. And here we need to convince and ensure that
ours is the platform that can be beneficial for them. To solve this problem marketing in that wau which
grabs their attention and encourage to gain in. these can be done in many ways by providing tools to
the labours, training workshops and maintaining regular from of jobs at their hand. Secondly, the
persopartiers nal contact breach situation between the labours and emloyer can be very potential threats
to our company if wr don not handle it. We need to make sure the two parties don’t exchage their
personal info. For this reason the contasct number of the labours will not be included or shown int
mobile app or websites while chating or calling. In addition, to divest the attention of labours we need
to provide such extrinsic values that makes them loyal to their company like bonus, etc. technologically
has a rapid pace of changing people’s experiences in the service industy that seems to create the lesser
tendency to tolerate annything or having patience in any problems. Keeping in the mind that app needs
to be 24/7 responsive and user friendy. As a matter of fact, the way of treating others has a long lasting
effects in regarding to this industry. To make a well impression at the employers we will groom the
labours in terms of providing service and organizational behaviour.
Lastly people loves to be directed in this modern time yet this topic gets less attention. To provide
answers to the questions of labours and customers we will hold AI( Artificial Intelligence) Chat box
and call center.
 29

CHAPTER 5
Conclusions & Recommendations
 30

Conclusions
“The value of an idea lies in the using of it” – Thomas Edison which leaves no doubt to
emphasise the implementation process of any new startup. In ours case, a great significant role
is played by the marketing Plan. To attract and retain customers the marketing plan should be
adaptable in the changing situation and has a clear vision for the future. This paper resembles
a potential sector for the investors if they want to invest. The chances of success of this startup
clearly depends on how marketers will approach the labours and customers to convince to user
apps.
However, this termpaper has great offerings for those who wants to start a new business and
stumbled on marketing as it proposes a complete marketing plan.
 31

Recomedations
To stand alone in the competitive markets against the competititors, E-Lobour needs to have
unique offerings towards their customers and labours to serve. The biggest competitos of the
E-Lobour would be The Handy Mama and Sheba.XYZ as they made the entry in this sector
first. To compete and make a definite place in the customers’ mind E-Lobour needs to highlight
the points that makes the difference with competitor. For instance, the following things need
to be emphasised while runnign ads and campaigns-
 Less amount of commision charged comparing to competitors
 Location based Lobour supply
 Negotiable Services
 Training and workshop for labours

With the implementation of the above recommendation and changing the marketing plan with
the changing trends can make the E-Lobour one of the successful Handy service provider
company of the bangladesh as well as in the world in the larger contexts.
 32

References

1. Principles of Marketing
Writer Philip Kotler, Kotler & Gary Armstrong
(17th Edition)
2. Dhaka City Corporation official website
http://www.dncc.gov.bd/
3. Marketing Solutions and Inspiring Quotes
https://business.linkedin.com/marketing-solutions/blog/
4. https://www.google.com/search?q=business+model+canvas&tbm=isch&source=iu&i
ctx=1&fir=7TqVIjoPdVk2TM%253A%252CmAoBJyKHk0Qp7M%252C_&usg=AI
4_-
kTc5GMOeyZFYOXeFMmW4F_DDW__FA&sa=X&ved=2ahUKEwiQ2YPs5MzeA
hXFdisKHScKCUcQ9QEwAHoECAUQBA#imgrc=OlLTM9ebeYRGfM: