Executive Summary

Exensial deodorants is a new deodorant company that seeks to satisfy the need of customers for nice
fragrances while still ensuring health benefits for the people. The product has a unique selling
proposition whereby it cares for the long term health effects of the deodorant on the user. After
considering the production, placement and marketing costs the net projected profit will be. Exensial
deodorant does not only consider the economic factors for the company but also the environmental and
the social factors. The product will have great penetration in the market since it solves and considers the
producer as well as the consumer. Exensial deodorants considers that investment in our skins is as
beneficial as for the rest of the body.

1. Situational analysis

Exensial deodorant is an aluminum free deodorant, made for both men and women to achieve good
body odor in their day to day lives. The product is made in such a way while achieving good body odor it
is still healthy for your body. There has been a gap in this part of the market since while companies
strive to make nice smelling deodorants they forget to take care of the long-term health effects some
ingredients could have.

Exensial deodorant is focused on satisfying the customer’s needs while still making good profit for the
company. Considering the environment, Exensial deodorant is well placed in the market having an
advantage over its competitors due to the ability to bring along long-term health benefits. Most of the
customers for the product are young people and since it is a product that regularly needs to be supplied
this will keep the company on its toes. The organization will be determined and motivated to make
products that are efficient for the customers.

The product will have different fragrances ranging from fruity, natural and fresh fragrances according to
the customer’s needs. The product will also be packed in different capacities for different prices so as to
cover the customer’s random needs. It will be available for sale at wholesale and retail from the
company. The market is well ready for a product that takes care of their health and leaves them smelling
nice too.

2. Objectives

Financial objectives

 High returns on invested capital.

  Gradual growth in market value
 Great profit margins
 Financial efficiency all year round

Marketing objectives

 Grow in digital presence

 Gain and maintain customers
 Increase sales weekly
 Develop brand name nation wide

Sustainability objectives

 Reuse and recycling where possible

 Balance of environmental and economic factors
 Volunteering in community sustainability projects
 Improving conditions for even the future generations
3. Target market

The target market for Exensial deodorant is the young people. This is through market segmentation
based on focused marketing. Young people are more cautious about their body presentation and
therefore they are more likely to invest in buying of our products. Considering that these products also
ensure health security, the young people will be more attracted to them. This is because young people
as well as the old would not want to compromise their health even when indulging in beauty
enhancements. Exensial deodorants have a more focused market in view of the young people.

4. Marketing strategies

Positioning Statement

Everyday Exensial deodorant organization is guided by the will to create a better serving deodorant;
good for your health and fragrant for your presentation. We know that whatever investment you make
on your skin has a lasting effect and therefore should be worth it. With our core values we seek to
maintain environmental and economic sustainability as we sell a product that you will not regret having
on your cosmetics table. As a company we invite everyone to smell better and live better.

Product

Exensial deodorants seeks to give the best services to customers apart from selling the deodorants.
Having a tangible good, the services that may be given will be more related to sales and marketing. The
sales and marketing department will be highly involved in contact with the consumers since they are the
agents for selling the company’s product. The core product will be solving the immediate need of the
customer which in this case will be to smell good. The actual product is the deodorant since it is the
tangible object in this case. The augmented product will be the manual and guidelines which will help
and inform the consumer more on how to best use the product. Some other levels that should be
maintained before selling the product include the expected product and the generic product. However,
these two levels are not mandatory they should be considered since they influence the customer’s first
approach. Considering this product on a generic level it should be contained in a container that enables
easy use by the consumer and it should have a good fragrance too. On the expected product level, a
deodorant should be semi liquid, easy to apply and fragrant and therefore this conditions should be
met. For a product to meet its market threshold it should satisfy all this market levels and this product
seeks to do exactly that.

Exensial products fall under three different types of products in the market. First it falls in convenience
products since it is purchased on routine, has a large market and the consumer doesn’t have to do very
extensive planning prior to a purchase. Secondly, it falls under consumer products since the end product
is weaved for the benefit of the customer. It seeks to satisfy the need of a customer to achieve nice
smell. Lastly it falls in specialty products since most customers consider the brand before doing
purchases. This is because it affects health on a long-term and a good brand name promotes the sales of
the deodorant. With good presentation, delivery and services, Exensial services will achieve a well-
known brand and have its position in the market. The unique selling advantage that the product has
over its competitors is that not only does it gives the best fragrances it also is beneficial for the general
health of humanity and environmentally safe.

Pricing

There are several ways of pricing for a product. First the company may use cost-pricing. Considering cos-
pricing, the price is set after calculating the total cost of production then according to the profit margin
expected the price is set. Another way to set pricing is through value based pricing. The price is set
according to the value of the product being sold. Additionally, the pricing can be made based on the
competition charges that the product faces. Other ways of setting the prices include price skimming and
pricing based on the product penetration. Using the skimming pricing method involving setting a high
price and lowering the prices according to the market variation. The penetration pricing strategy
considers setting a low price at the beginning then adjusting the price as you adopt to the market.

Pricing for Exensial deodorants will be placed in three ways. To be with the price will consider the cost of
production, it will be value based and finally it will consider penetration into the market. By combining
these three aspects of pricing the product will have an upper hand in the market and help in making a
brand name. The pricing at the beginning will seek more to make a status quo more than profit.
However, as the company grows the sales will be more profit oriented. The forecast for demand of the
product will simply be done by evaluating the sales of the existing deodorants in the same line of
business. This will help forecast the cost and demand for the product. Furthermore, considering market
trends is another way of forecasting the market demand. Once the demand and cost are forecasted it
makes it easier to forecast the profits. The pricing should ensure great profits and cash flow in the
company so as to meet the financial objectives.

Distribution of the product

Considering the different distribution strategies when selling a product, the company will ensure that
the customers get the best pricing despite the distribution channels. The company will use indirect
distribution for most of the deliveries however for some cases direct delivery will be allowed. The
indirect distribution will involve distributors and retailers before reaching the consumer while the direct
distribution channels will be from the company to the customer directly. Customers that can use the
direct line will be those doing huge purchases and have consulted with the management. To maintain
pricing even when using indirect strategies, the pricing labels will be fixed but packaging for distributors
will include more deodorants for profit for the retailers. Indirect distribution increases the company’s
horizon of customers and even helps in indirect marketing for the product. The product will be sold
through intensive distribution so as to reach as many customers as possible. This healthy product should
be available for all to use as soon as possible

Marketing communication.

The marketing message to all consumers will be the healthy benefits they reap from this product while
still enjoying its fragrances. Marketing will be done so as to ensure that more people hear about this
product, are persuaded to purchase it and are reminded on the several benefits that it has to the clients.
To promote this product there will be various marketing techniques. To begin with the company will use
social media advertising. More people are more inclined to spend more time on social media therefore
adverts will be made so as to keep the product knowledge available for people to see it. The company
will also invest in search engine optimization so that the product can readily be searched even by phone
at the customer’s comfort. The company will also do direct selling marketing and referral programs.
More marketing strategies will be adopted as the company grows.

5. Marketing implementation

To begin with the marketing strategies will be kept in place. This will be implemented by the marketing
department with a deadline of within two weeks. The costing for marketing should be made and
forecasted to know how much marketing will cost quarterly. After this the rici ng of the product will
follow. This will be done by the sales department within a month. All the variables must be considered
before setting the price so that it is reasonable for the company and the customers. After the pricing is
complete, the distribution strategies will be kept in place and in partnership with different distributors
all over the distribution of the product will be done. The heads of the departments will be in charge of
ensuring the smooth flow of activities.

Expenditure per week

Department Total expenditure

Production costs $400
Marketing costs $200
Distribution costs $200
$800

6. Budget for 1 year producing the product

7. Evaluation and control

Financial evaluation.
Financial evaluation will be done once every two weeks to evaluate the position of the company in
financial growth. The financial evaluation will begin by analysis on graphs to evaluate the current
profitability of the company. The company will assess the financial statements as predicted. Strategies
to improve the financial situation will be kept in place. According to forecast, the financial manager will
set new forecasted financial statements to evaluate with.

Consumer behavior

Consumer behavior will be evaluated through the keeping ability of the company for the customers it
has. This will help to know the position of the company in the consumer’s eyes. Furthermore, the
consumers are open to review the company’s product on the company’s web page. This will be
evaluated by the public relations department every week.

Market and competitors

The market penetration will be calculated after every week to determine the growth of the company
compared to its competitors. This will be done by the marketing department weekly.

Sustainability.

To evaluate the company’s sustainability initiative, the public relations department will ensure the
company at least once every two weeks the company participates in community events. The public
relations department will also be in charge of checking whether the production department is following
the guidelines to reduce carbon emissions and recycling where possible.

In conclusion, Exensial deodorants seeks to solve the health problems caused by elements in other
deodorants while still satisfying the people’s needs.