OUR COMPANY OFFERS…..

HANDS AND NAIL

•Hair
•Face
•Medicure
•Pedicure
•Skin treatment
•Eyes
etc
 ORGANIZATION
STRUCTURE

NADIA AFTAB
MARKETING DEPARTMENT
SYED OSAMA ALI
FINANCE DEPARTMENT
SOHAIL.S.KAZANI
ADVERTISING DEPARTMENT

ZOHAIB NOORALI
R&D DEPARTMENT
 SURVEY
ANALYSIS

• SELF ADMINISTRATIVE
QUESTIONNAIRES
• FOCUS GROUPS
• IN-DEPT INTERVIEW
 SITUATION
ANALYSIS

Category analysis
• Market
• Category Activity
• Technology
• Category Characteristics
 SITUATION
ANALYSIS

Category Attractiveness Analysis

• Aggregate Market Factors
– Size
– Growth
• Economic Situation
• Threat of New Entrants
 COMPETITOR’S
ANALYSIS

Competitors Analysis
• Objective
• Strategies
– Maintaining Previous P’s
– Target Market
– Core Strategies
 COMPETITOR’S
ANALYSIS

Competing Products
Features: Plain Fragrance
Aloe Vera
Price: Rs. 1500/-
Promotion: NIL
Clarins Placement: EBCO
 COMPETITOR’S
ANALYSIS

Competing Products
Features: Almonds
Almonds Oil
Price: Rs. 900/-
Promotion: NIL
Almond Oil Placement: Body Shop
Body Shop
 COMPETITOR’S
ANALYSIS

Competing Products
Features: Plain
Glycerin
Price: Rs. 395/-
Promotion: NIL
Vaseline Placement: Various
 COMPETITOR’S
ANALYSIS

Competing Products
Features: Vanilla/Plain
Pro-Vitamin B5
Price: Rs. 310/-
Promotion: NIL
Organic Extract
Placement: Naheed, Agha, Saffron
 COMPETITOR’S
ANALYSIS

Competing Products
Features: Plain
Keratin
Price: Rs. 75/-
Promotion: NIL
Cutex Placement: Agha, Saffron
 COMPETITOR’S
ANALYSIS

Competitors Market Share

15% 1%

37%

20%

27%
Marks & Spencer Cutex Body Shop Vaseline Clarin
 CUSTOMERS’
ANALYSIS

Customer Analysis
• Who are they?
• What Customers Buy?
• Where Customer Buy?
• When Customer Buy?
 MARKETING

Marketing Programs
• Advertising
• Promotion
• Services
 PLANNING
ASSUMPTION

Assumption about future (12

Months)
– No direct competition
– Growth in economy
– Consistent regulatory policies
• Price of imported herbs
• Import laws / Policies
• Trade marking
– Increasing trend of personal care
products
• Overall market growth
 ESTIMATE
MARKET POTENTIAL

• Price of product – Rs. 500

• Target customer – Female (Pakistan)
• Age bracket – 16 to 45 years
• Size of bottle – 100 ml
• Consumer income bracket – 40000 or above
Population of Pakistan 160.5 million

Urban Ratio 32.52%

Urban Population 51.36 million

Rural Ratio 67.48%

Rural Population 108.30 million

Female Ratio 47%

Female Population 77.04 million

Urban 27.52 million

Rural 49.52 million

Age Distribution

< 16 years 43.34%

16 – 45 years 53.09%

> 45 years 3.5%

Market potential:
N*P*Q
N: Number of population
53.09% of 27.52 million (urban population)
11.801 million
38% of 11.801 million can afford the product
4.484 million
P: Price per unit
Rs. 500/- per unit
Q: Quantity
12 bottles per year
Market Potential in Rupess:
N*P*Q
4.484*500*12
Rs.2.6904 million
Market Potential in Units:
N*Q
4.484*12
53.808 million units
PRODUCT SALES POTENTIAL:
Market potential* expected sales growth (to be
achieved under optimal conditions)
53.808* 5% = 2.6904 million units or
26904* 5% = Rs. 1345.2 million

PRODUCT SALES FORECAST:

The sales forecast for our product, for the next year is
80% of the total sales potential i.e.is.2.6904 million
units and Rs.53.808 million.
 OBJECTIVES & ISSUES

MARKETING OBJECTIVES:
Achieve 4% sales growth, in the next year. In terms
of quantity, it is equal to selling 2.6904 million
bottles of the product. In terms of rupees it is equal
to Rs. 53.808 million.
-- Time frame:
-- Secondary Objectives:
Gross sales Rs. 538,800,000
Production
Financial Budget
Manufacturing Rs. 250,000,000
Packaging (bottling, labeling etc.) Rs. 100,000,000
------------------- 350,000,000
Distribution
Freight budget Rs. 200,000
Imports Rs. 600,000
Shelf price Rs. 400,000

------------------ 1200,000
Promotion
Advertising* Rs. 960,000
Trade promotion** Rs. 1,000,000
Services Rs. 300,000
----------------- 22,60,000
Miscellaneous
Research expenses*** Rs. 800,000
---------------
Total 146,060,000

*Advertising: we will advertise our product in the two magazine every month; one page advertise cost
Rs. 40,000
** The trade promotion activities include the samples that we will give to retailers, the shelf-space
prices, the sales representatives wages.
*** The research expenses are those that will be incurred in doing surveys and research in future in
order to get feedback from the customers.
 MARKETING PROGRAMS

ADVERTISING
• MAGAZINE-SHE VOGUE
• Website www.bng.org
• Brochures and flyer
• Printed vans
 MARKETING STRATEGIES

PROMOTION
• Free sample @ retail outlets
• 6 months unsold return
 MARKETING STRATEGIES

SERVICES
• Sales representatives (retail outlets)
• Complaints Center (111-000-BNG)
 MARKETING STRATEGIES

Distribution
Limited Places
Magazine
Own distribution (Vans)
 ACTION PLAN

December, 2007 free samples

January, 2008 Ads (Magazines) and hotline
February, 2008 Manicure services
March, 2008 launch website
April, 2008 25% free lotion
May, 2008 review our strategies
 SWOT ANALYSIS

Strengths
• The Name; endow an English sense and touch to the
cream.
• Herbal Ingredients and essences
• Importance for the fragrance.
• Unparalleled in texture (soft).
• Moisturizing and anti-drying (water-resistant).
• Nominal prices because of local manufacturing
• Own Distribution vehicles
• Sun-screen
 SWOT ANALYSIS

Weakness
• Lack of brand awareness and image
• Low Promotion for Brand.
• Market Skimming
• Product’s shelf life.
• Local Product manufacturing
• Single product line and version
 SWOT ANALYSIS

Opportunities
• By providing free sample campaign.
• Winter season will provide more sale
• Focusing to superstores and supermarkets.
• Nominal prices will attractive offer for
consumer.
• Product is adaptable therefore easy to enter in
different market segments
 SWOT ANALYSIS

Threats
• Fluctuation in daily price of raw materials.
• Shortage of labor, not to forget union conflicts.
• Government and foreign Policies.
• Abundance of daily wastage.
• Competing will existing brand
• Country’s unstable economy
• Uncertain circumstances
• Conflict in distribution due to multiple channel
distribution
THANK
YOU