Presented By:

Hina Yousuf
Sana Jafri
Aqib Awan
Abbas Sherazee
Jahangeer Ali Khan
Faizan Ahmed
 Stardust Private Limited
 Pure – Moisturizing Hand Wash
 Fresh – Body Wash
 Face Factor – Gentle Face Wash
 New Product
 O0
 Hina Yousuf
 Sana Jafri
 Faizan Ahmed
 Jehangeer Ali Khan
 Abbas Sherazee
 Aaqib Awan
 CEO

Director
Director Director Director
Human Director Sales
Marketing Finance Production
Resources

Manager
Manager Manager Manager Distribution
Brand Manager Human
Finance Production Sales Manager
Resources

Human Assistant
Advertising Production Sales
Accountants Resource Distribution
Agency Supervisor Executives
Executives Manager

Creative

Account
Executive

Assistant Brand
Manager
 ‘To manufacture and supply premium quality
deodorant sprays to consumers at a cost
effective yet profitable price. Build positive
relationships with customers and satisfy
customer life style and hygiene needs.’
 ‘To establish ourselves as the only deodorant
manufacturing company in Pakistan that
produces premium export quality deodorants
to consumers within and outside Pakistan. Our
vision is to break the perception of associating
low quality with locally manufactured
products.’
 Market Shares of Deodorants

Other Deodorants Axe

14% 13%
Lynx
3%
Impulse
Rexona
8%
6%

Gillette
5%

Fa
13%

Nike
11%

Sure
10%
Adidas
11% Nivea
6%
Market Shares of Direct & Indirect Competitors

All Deodorants
3%

Alternatives
15%

Perfume
42%

Talcum Powder
40%
 Age
 Target market 13 – 25
 Habitual users
 Life Stage
 Middle School, High School, College, or University
 Fresh Graduates
 Fresh Career
 People who are interesting in leisure activities, such
as parties and sports
 Use
 The uses of 0º will be as follows:
 Daily grooming
 Personal care and hygiene
 Getting dressed
 0º is targeting the upper-middle and upper
class individuals of Pakistan in:
 Karachi: Areas include Defence, Clifton, KDA,
Bahadurabad, and North Nazimabad
 Lahore: Defence, Gulberg, Liberty, Lahore
Cantt, and Model Town
 Islamabad: Most of Islamabad is included in
the geographic location
 Faisalabad: Most of Faisalabad is included in
the geographic location
 0º will be the only deodorant manufacturer in Pakistan
 Since it will be a manufacturer within Pakistan, there will be no payments
of customs
 State-of-the-art imported machinery
 Established corporate image
 Low cost labor
 Self-generated power supply
 Strong liquidity base
 Low priced product
 Centralized organizational hierarchy
 Strong research into target market
 Sex appeal used in advertisement, which attracts people
 Commitment towards customer satisfaction
 Commitment to provide reliable products of high quality
 Caters to both genders
 Only one other deodorant brand (Rexona) advertises in Pakistan
 Imported ingredients
 Startup cost of capital equipment
 Inexperienced employees
 Training requirements
 No brand recognition
 No scent variety
 Not accredited by any quality control body
 No previous experience in deodorant market
 Less market share in initial stages of product life cycle
 Not many deodorant users exist in the market (3%
penetration in entire population)
 0º only targets the upper-middle and upper classes, thus
there is a restriction to the strategies being used
 Expanding targeted markets
 International expansion
 Increasing shelf-space
 Vendor Supply System
 Large numbers of sales can lead to economies
of scale
 Introducing variants in the future
 Reluctance of consumers to try new and locally
manufactured product
 Political instability
 Competition by large and established
multinational corporations
 Emergence of more brands
 Price wars
 Political Issues
 Gang Wars
 Strikes
 Change in Government Regulations
 Taliban Threats
 Security Concerns
 Public Holidays
 Economical Issues
 Global Recession
 High Inflation Rate in Pakistan
 High Rate of Borrowing
 Globalization: The phenomenon of globalization has
led to several famous and large brands of
deodorants from different countries being
recognized and accepted by consumers.
 High Fuel Prices
 Social Issues
 Small Target Market
 Social Acceptance
 Nuclear Families
 Technological Issues
 Lack of Machinery
 Lack of Skilled Labor
 Lack of Electricity
 Lack of Raw Materials
 Price
 Production
 Product
 Place Distribution
 Price
 Promotion
 Female Deodorant Ingredients
 Butane
 Isobutane
 Propane
 Parfum
 Cyclomethicone
 Aluminum Chlorohydrate
 Talc
 Disteardimonium Hectorite
 Dimethicone
 Octyldodecanol
 Butyloctanoic Acid
 Theobroma Cocoa Extract
 Cocoa Seed Butter
 Men’s Deodorant Ingredients
 Alcohol Denat
 Butane
 Isobutane
 Propane
 Parfum
 Isopropyl
 Myristate
 Propylene Glycol
 Linalool
 Citral
 Benzyl Alcohol
 Benzyl Benzoate
 Eugenol
 Men Women

Fa (150ml) 150 150

Sure (150ml) 190 185

Nivea (150ml) 260 280

Axe (150ml) 160 -

Lynx (150ml) 160 -

Rexona (Roll-On) 90 90

Adidas (150ml) 170 165

Nike (150ml) 170 165

Gillette (150ml) 195 -

Impulse (150ml) - 120

 Men Women

Raw Material Cost 30 34

Overhead Cost 4 4

Labor Cost 4 4

Promotional Cost 34 34

Distribution Cost 3 3

Profit 6 6

Total Cost 81 85

Distributor Margin (10%) 4.05 4.25

Cost Before Sales Tax 85.05 89.25

Sales Tax (16%) 13.608 14.28

Cost After Sales Tax 98.658 103.53

Retailer Margin 9.8658 10.353

Maximum Retail Price 109 114

 Manufacturer
 Wholesaler
 Retailer
 Consumer
 Penetrate market by 3% in the first fiscal year
 Establish competitive prices to capture markets
 Create brand awareness through heavy advertising
 Solidify distribution base
 Build PR through launch event
 Achieve high state of product awareness and recall
 Achieve economies of scale by June 2010
 Build better relationship with wholesalers than
rivals
 Have a better reputation with customers than
rivals
 To achieve 20% return on capital employed by
June 2015
 To gain 10% of the market share by 2019
 Diversify product range by 2015
 Achieve growth of 60% by 2016
 Capture different target markets
 Establish brand loyalty and equity
 Export 0º to far-east and middle east markets
by 2025
 Advertising
 Facebook
 GT Magazine
 96.0 FM
 89.0 FM
 Billboards
 Dawn Newspaper
 Daily Times Newspaper
 Play TV
 Style 360
 Promotional Campaigns in
 Supermarkets
 Karachi: Agha’s, Ebco, My Superstore, and DMart
 Islamabad: D. Watson, Shaheen, Herald, Jinnah
Superstore, and Shams Store
 Lahore: HKB, Pot Pourri, Zakah Pharmacy, Liberty,
and Europa
 Faisalabad: All large stores
 Middle Schools and High Schools
 Colleges
 The best Gyms in each city (such as Shapes and
Lifestyle in Karachi)
 This would be done in the sense of getting
media publicity by having reviews and articles
written about 0º in magazines and
newspapers. There could also be TV and radio
presentations given. 0º could also host or take
part in charitable events and contributions.
 Promotional Budget for Men’s Deodorants (Rs. 109)

Total No. of Cans Sold per retailer, per month 20

Total Sale per year 240
Total No. of Retailers 2500
Total Cans Sold per year 600,000
Total Sale Rs. 65,400,000

Promotional Cost Per Can 34

Total Cans Sold per year 600,000

Annual Promotional Cost for Men’s Deodorants 20,400,000

 Promotional Budget for Women’s Deodorants (Rs. 114)

Total No. of Cans Sold per retailer, per month 20

Total Sale per year 240
Total No. of Retailers 2500
Total Cans Sold per year 600,000
Total Sale Rs. 68,400,000

Promotional Cost Per Can 34

Total Cans Sold per year 600,000

Annual Promotional Cost for Men’s Deodorants 20,400,000

 Total Annual Promotional Cost =
Rs. 20,400,000 + Rs. 20,400,000
= Rs. 40,800,000
 Total Annual Sales (Forecasted) =
Rs. 65,400,000 + Rs. 68,400,000
= Rs. 113,800,000
 Facebook
 GT Magazine
 Billboards
 Dawn Newspaper
 Daily Times Newspaper
 Play TV
 Style 360
 96.0 and 89.0 FM
 Event
 Total Budget – Rs. 40,800,000
1.50%
5%
22% 30%
Event
Print Ads
Billboard
12%
Radio
TV
29.50%
Internet
Television: 1 minute advertisement at prime time – 6pm to
Dawn News 10pm. 5 times daily
Style 360
Play TV
Radio: 15 second advertisement at prime time – 6pm to
96.0 FM 10pm. 5 times daily
89.0 FM
Billboards: Karachi: 2 Talwar, 3 Talwar, Shahrah-e-Faisal,
4 Billboards in Karachi Clifton Bridge
2 Billboards in Lahore Lahore: Liberty, Gulberg
1 Billboard in Islamabad Islamabad: Block F-9
1 Billboard in Faisalabad Faisalabad: Anywhere
Internet:
Facebook
Magazines: Once every month – full page advertisement
GT
Newspaper: Dawn: Twice every month, so 6 times in the
Dawn quarter
Daily Times Daily Times: Only on Sunday supplement
Event Product Launch Event