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Marketing Plan 1
Marketing Plan 1
1) SITUATION ANALYSIS
MAKKANI group for the first time are entering the toiletries business. We are launching a
shampoo by the name of “DOCTOR DANDRUFF”. Although we have no experience in
toiletries, but good market reputation and vast experience in FMCG goods are plus points for
our firm.
The market is full of players, but the two dominants ones are:
Procter & Gamble (P&G): They produce three different kinds of shampoos:
o SUNSILK
The market is widely open for smart players. The major competitors for “DOCTOR
DANDRUFF” will be “HEAD & SHOULDERS” because of similar product nature. Major
efforts will be required in all the departments to become stable in the market.
There are varieties of shampoos available, but we have classified them into two categories:
Anti-dandruff shampoos
Other shampoos
ANTI-DANDRUFF SHAMPOOS
The statistics of anti-dandruff shampoos in Pakistan are:
TABLE-3: ANTI-DANDRUFF SHAMPOO USERS
OTHER SHAMPOOS
The statistics of other shampoos in Pakistan are:
TABLE-5: OTHER SHAMPOOS USERS
GEOGRAPHIC
Cosmopolitan Areas
o Karachi
o Lahore
o Islamabad
Semi-Cosmopolitan Areas
o Hyderabad
o Faisalabad
o Sialkot
o Rawalpindi
o Multan
o Peshawar
o Quetta
Metropolitan Areas
o Sukkur
o Nawabshah
o Larkana
o Gujranwala
o Gilgit
o Gwadar
o Other territories
DEMOGRAPHIC
The shampoo users in Pakistan are both male and female of different age groups. Statistics
are appended below:
BEHAVIOR FACTORS
Elite class is very quality conscious; hence the quality should be good otherwise they
may turn to competitors.
Majority of the people in the country are price conscious and they buy the products if it
is economical.
If people will recognize that product is of DANISH origin then they will quit buying it no
matter how good is the product.
A few of the people also buy products if it is suitable for their health. Hence if the
product will be certified by a laboratory then it can increase sales.
High quality.
Economical prices.
Easy availability.
Halal goods.
The people who are using soap are switching slowly toward shampoo at a rate of
1.2% per year.
There are chances of growing more if people are made realized that anti-dandruff
shampoo will not change the outlook of their hairs.
There are good chances to increase market share of anti-dandruff shampoo if it will be
sell as a medicated product.
1.2.1 STRENGTHS
Budget is high.
Product is the highly established and one of the top brands in Denmark.
Product contains halal ingredients and is certified by laboratories in U.K and U.A.E.
1.2.2 WEAKNESS
Warehouses in Interior Sindh & Punjab are not in a very good shape.
1.2.3 OPPORTUNITIES
If there is one big player in the market and if anyone takes a small portion of their
share then it does not affects them.
1.2.4 THREATS
Political conditions of the country are not good and can affect the product.
Oil prices are going very high so cost of everything like, raw materials, labor wages,
transportation costs etc are increasing.
Currency rates in Pakistan are getting stronger and stronger which increases the cost
and ultimately prices.
People have a perception that usage of anti-dandruff shampoo will disturb the outlook
of their hairs.
If people will recognize that our product is of DANISH origin than they will quit buying
the product.
During the test marketing period there are chances that some other company might
also launch the similar product.
Good quality.
Economical prices.
The wholesalers and retailers will not distribute or market the products if minimum 5%
commission is not provided to them.
The company should announce special incentives and schemes for their customers
from time to time.
2) MARKETING STRATEGY
2.1 MISSION
To provide consumers in Pakistan with the right shampoo for their hairs in economical prices
containing halal ingredients.
2.2 GOAL
To make our brand the best selling brand of the entire country in the next 10 years.
2.3 OBJECTIVES
To achieve at least 70% sales of Head & Shoulders in the 1 st year of operations.
To make our products available at all shops in cosmopolitan areas of the country in
the next 5 years.
Cosmopolitan Areas
o Karachi
o Lahore
o Islamabad
Semi-Cosmopolitan Areas
o Hyderabad
o Faisalabad
o Sialkot
o Rawalpindi
o Multan
o Peshawar
o Quetta
Metropolitan Areas
o Sukkur
o Nawabshah
o Larkana
o Gujranwala
o Gilgit
o Gwadar
o Other territories
2.5 POSITIONING
DOCTOR DANDRUFF will be positioned on the basis of high quality and its distinctive
feature i.e. separate product formula for both males and females. The brand is the top most
selling brand of Denmark and the vast experience of higher management will help to promote
it in Pakistan.
2.6.1 PRODUCTS
The product has started gaining ground in other European countries like Norway,
Sweden, Netherlands, Ireland, Iceland and Switzerland.
The product is available with features like anti-dandruff and hair conditioner.
The most distinctive feature of our product is its formula. We are producing different
product for both males and females under a single brand name. Research has shown
that there are different reasons for dandruff in males and females.
o 5 ml Sachet
o 100 ml Pet bottle
o 100 ml Pouch bottle
o 250 ml Pet bottle
o 500 ml Pet bottle
2.6.2 PRICE
The price of below proportions will be different from the prices of Head & Shoulders.
The company will try to reduce the prices of their products next year by 2% to 5%.
Special promotional prices will be announced three times in 1 st year in the months of
Rabi-ul-Awwal, Ramazan/Eid-ul-Fitr, and Eid-ul-Azha.
Different pricing and payment policies will be adopted for retailers and wholesalers.
CHANNELS
PRODUCER
END-USERS SHOPS
END-USERS
PRODUCER
MAKRO &
WHOLESALERS
METRO
END-USERS SHOPS
END-USERS
PRODUCER
WHOLESALERS
SHOPS
END-USERS
Semi-Cosmopolitan Areas
PRODUCER
WHOLESALERS
SHOPS
END-USERS
Metropolitan Areas
PRODUCER
WHOLESALERS
SHOPS
END-USERS
o Cosmetics
o Toiletries
o Food Items
o Electronic Goods
In toiletries section of retail stores the products will be placed at start and end.
Hanging cards, Panaflexes and Posters will be placed in retail shops and shops.
Company will have warehouses in Karachi, Lahore, Islamabad, Faisalabad, Quetta &
Peshawar.
For access to centrally located cities and interiors in Sindh there will be a warehouse
in Sukkur.
For access to centrally located cities and interiors in Punjab there will be a warehouse
in Sialkot.
2.6.4 PROMOTION
The peak time for advertisement will be during talk shows and reality shows.
Heavy advertising campaign will be done during Olympic games and ICC Champions
trophy.
All the magazines will carry the ad for 3 months, and after 3 months 25 fashion
magazines and other top 25 magazines will carry the ad for the rest of 9 months. After
1 year the ads will be placed in top 10 fashion magazines and other top 15
magazines.
All the English newspapers, JUNG newspaper and EXPRESS newspaper will carry
ads for 3 months, and after 3 months top 5 English newspapers, JUNG newspaper
and EXPRESS newspaper will carry the ads.
The ad will run in URDU language and provincial language of respective province.
Test marketing will be done by distributing products allover the country in college,
universities, and retail stores by company appointed persons. A survey will be
conducted from 500 persons after 1 year to get the feedback about the product.
Company will offer sales promotion materials three times in 1 st year of operations.
A special bumper prize will be offered by company for 4 persons (2 persons after
every 6 moths) to visit production facilities in U.K.
3) FINANCIALS
500 ml Pet Bottle PKR 295 PKR 300 PKR 290 PKR 290
3.4 SALES FORECASTING
TABLE-21: SALES COMPARISON – QUANTITY WISE