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1
Executive summary
We are launching a new soap in the market and our brand name is
“JOVEN Anti-aging soap”. It is an anti-aging soap whose main feature is
that it removes wrinkles on skin; it also cleanses the skin and makes its
color bright. We are mainly targeting Ladies above 35 years of age of
higher middle class but our product is for all age of women. We will
position our brand from our positioning statement “Be Young Again”.
2
Mission Statement
Vision Statement
“To become the largest Soap manufacturer of the country, and to have
the largest share in soap market by delivering maximum satisfaction to
the customers.”
3
Market Analysis
4
Fashion is also a major driver in the market. Especially women
are becoming more and more conscious about their skin. Wrinkles are
a major problem of middle aged women that we are offering to solve.
5
Product Review
Brand Name: -
Brand Logo: -
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Ingredients: -
Competitive strength:
Our completive strength is that we are introducing a soap
which is anti aging. Our soap is the only anti aging SOAP available in
the market with low price than the other anti aging products in the
market.
We are targeting the only the women age more than 30 years.
• USP`s:
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Competitors Analysis
8
Pond’s
Products: -
Its major products are:
• Cleansing Towelettes
• Classic Creams
• Deep Cleansers
Fresh Star
Clear Solutions Pore Strips
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Pond’s age-defying cream:
Age-defying towelettes fight visible signs of aging while
you cleanse. Silky-smooth towelettes with alpha hydroxy and retinol
smooth away lines and wrinkles as they gently remove all traces of
make-up (including waterproof make-up) and impurities. Skin is left
feeling toned and looking fresh and revitalized.
Essential features:
• Hypoallergenic
• Dermatologist tested
• Safe for contact lens wearers
• Alcohol free
• Ideal for all skin types
• Non-comedogenic – won’t clog pores
10
Distribution Review
• HKB
• Makro
• Metro
• City tower
• Pace
• Shoppe
• Akbari store
• Decent store
• Al-Fateh store
• Al-Raheem store
• Victoria store
• Grace store
• Roop singhar
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SWOT Analysis
Strengths: -
Weaknesses: -
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Opportunities: -
Threats: -
13
Objectives
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Issues
There are various issues that are to be tackled to launch our new
product, these issues include:
Economic condition:
Current economic conditions of our country are not satisfactory.
We are facing economic crisis due to our weak fiscal policy. This
situation will effect our attainment.
Competitive situation:
Competitive situation shows how much our competitors are
strong and we also analyze their 4P’s because without it no product
can be succeeded in market. The marketing strategies of competitor
are a big issue.
High Duties/taxes:
15
Market Strategy
Market Segmentation: -
• Lahore
Model Town
Wapda Town
Johar Town
Wahdat Road
Iqbal Town
Gulberg
Main Bulevard
Garden Town
M.M. Alam Road
Defense
Fortress Stadium
16
Market Targeting: -
17
Positioning: -
18
Product: -
Features:
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Pricing strategy: -
20
Distribution Strategy: -
The company will transport its goods to the retailer who will distribute
them to customers. They will also gather research information for us.
21
Marketing communication Process: -
Marketing communication is an integral part of product strategy.
We are entering the market with high advertisement of our product in
order to create a strong image of Joven soap in the mind of our target
customers.
We will set our total promotional budget on the “Objective and
Task method”. Our objective is to attract the customers towards our
product and we will use excessive advertising to achieve this goal.
T.V.C’s
Teasers
Hoardings
Magazines
Newspapers
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Marketing Research
Marketing research managers interact with customers to define
problems and identify the information needed to resolve them our
research manager designed research projects prepare questionnaires
and samples analysis data prepare reports and present their findings
and recommendations to management he must understand statistics
consumer behavior psychology and sociology.
Using research we are identifying the specific feature and benefits that
are target market segment values. Feedback from market tests surveys
and focused groups will help us to develop the Joven soap. We are also
measuring and analyzing customer, attitude towards competing brands
and products. Brand awareness research will help us to determine the
effectiveness and efficacy of our messages and media. Finally we will
use customer satisfaction studies to gauge market reaction.
Marketing Organization
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Action Program
All the programs are completed with the coordination of all the
departments of the company each and every department will take its
part in the grooming and producing activities of this product.
Production department participate its full part.
Finance department control the finance of the production. Like from the
purchases of the raw material to finishing product.
Purchasing department also took it part in the launch of the product.
January: -
We will initiate an Rs 1,800,000/- for a trade sale promotions to
educate the people, general public and for the dealers and generate
excitement in the public for the product by initiating “Teaser
campaign”. And also for the advertisement we hire celebrities for the
sake of public relation strategies.
February: -
This is the month of our launching. In February we start
integrated print media, and TV commercials campaign, supported by
Hoardings, pylons and transit advertisement. The campaign will show
how many purposes Joven anti-aging soap have. This multi media
campaign will be huge to attract maximum customers. And our training
staff will work with sales personnel at major retail chains like HKB, AL
FATEH STORE, etc. for the benefits or organizations and competitive
advantages which was beneficial for our company.
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March: -
This is the first month after release of our product. As the
multimedia advertising campaign continues, we will have a close look
at the sale of our product with continuous feedback from retailers. We
will also distribute new point of purchase display to support our
retailers. We will do more investment in distribution depending upon
the sale of our product.
April: -
In this month we will start taking feedback of our soap from our
customers by placing comments book in the distribution place. We will
hold the trade sales contest offering prizes for the sales persons and
retail organizations who sales the most Joven soaps in the market
during the period of one month. We will start working on the
introduction of new size of Joven soap. Also we will go for increased
advertising of our product.
May: -
In this month we will plan to launch our product in another city
that is Karachi. For this purpose we will start working at our plans of
launching. We will check the feasibility and analyze the market in
Karachi. We plan out to roll out a new national advertising campaign.
Also we will set stalls at different Universities in Lahore targeting
Lecturers and students at PhD. and M.phil level. We will analyze our
product to take it upto the expectations of our customers.
June: -
In this month we will conduct a huge function on Television in
that will feature various actresses as well as famous personalities of
Pakistan. We will contract with NADIA KHAN and MAHNOOR BALOCH as
brand ambassadors of our product. Also we will start Teaser campaign
in Karachi, and start negotiations with distributors over there. We also
arrange some stalls in the exhibitions which are going to be held in
LAHORE in this June at FORTRESS STADIUM. There we arrange some
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games in which families contributed and win some gift hampers of the
Joven soap.
26
Target Sales/ month:
Future Additions:
• Anti-aging gel
27
Budgeting
Particulars Rs.
Investment 10,000,000/-
Expenses
Transportation 120,000/-
28
29
Budget Explanation
Cost price of our product is Rs 48/- after including the taxes and
profits our customers will be able to buy our product just in Rs 110/-
This price is very affordable to the market of anti aging conscious
people. This price is lower than our competitors. Our Company is
providing a Quality anti aging soap in a reasonable price.
• Advertisement Expenses
T.V.C’s
Teasers
Hoardings
Magazines
• Manufacturing expenses
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• Packing expenses
• Transportation
• Distribution expenses
We select the top stores and retailers of city for our distribution
includes
31
Control
32
Questionnaire
• 25-30
• 30-35
• 35 +
• Yes
• No
• Garnier
• Ponds
• Olay
• Yes
• No
• Tv’s
• Doctors Advise
• Through friend
33
• Good
• Average
• Excellent
• Yes
• No
• Can’t say
• low
• High
• Affordable
•
34
“References”
MissTabinda Islam
• www.google.com
• www.pakistaneconomist.com
• www.pond’s.com
• www.olay.com
• www.garnier.com
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