MARKETING PLAN

(Ibex Shampoo)
 Introduction

Ibex SHAMPOO is a newer synthetic anti-dandruff

and normal shampoo. Its chemical ingredients are
globally proven to remove dandruff completely.

Ibex SHAMPOO is available for male and female

use separately.
MARKET ANALYSIS
MARKET Overview

• Total Shampoo market: 10,600 Mio

• Growth: 19.4%
• Anti-dandruff Mkt: 3800 Mio.
• Growth: 23%
COMPETITORS ANALYSIS

Product Company L-Date Units Value

HEAD &
P&G Jul, 2000 5,000,000 500,000,000
SHOULDER
SWOT Analysis
 SWOT Analysis

Strength Weakness
• Better chemical composition
than any other anti-dandruff • Limited advertisement
shampoo in Pakistan. budget.
• First anti-dandruff proven and
effective shampoo available • Limited sales promotion
separately for men and women.
activities
• Recurrence of dandruff is
minimal with Ibex. • Packaging need to be further
• Company has large field force. improved.
• High quality brand and superior
corporate image i.e. Colgate- • Limited distribution facility
Palmolive. at remote areas.
• Extensive distribution network.
SWOT Analysis

Opportunities
Threats

• Growing Market (23%)

• Dandruff prevalence is • Newer brands influx
rising in Pakistan • Heavy investments
• Limited competition
• People are ready to pay for
quality brands
STRATEGIES
MARKETING
OBJECTIVES
Qualitative

Establish Ibex Shampoo as a proven

anti-dandruff brand, equally effective for
men and women.
Quantitative

Items Units Value

Rs.100/each

Ibex SHAMPOO 1,000,000 100,000,000

TOTAL 10 Crore
Target Indications

Dandruff removal

Normal hair wash

 Target Audience

• Men & Women

• Teenagers

• Children
Product Positioning

No Dandruff
No recurrence
MARKETING STRATEGY

Establish IBEX as only effective anti-dandruff

shampoo.

Virtually no recurrence of dandruff on regular use

Convert brand loyalty of Head & Shoulder

Promote through medical segments

 Tactical Plans

- Heavy and frequent advertisement

- Heavy ATL and BTL Activities

- Sales promotion activities

- TV talk show with eminent dermatologists with instant

hair wash facility. Doctors strongly recommend Ibex
shampoo for dandruff and share their experiences.
 Brand Anchors or USPs

High quality brands

One of the best chemical compositions to remove

dandruff

Attractive Fragrance

No allergy to skin i.e. highly safe brand

 Brand Anchors or USPs

Virtually no recurrence of dandruff on regular use

Ibex also strengthens hairs roots to avoid

hair fall

Ibex - Individuals having no dandruff may also use

as a normal shampoo
PROMOTIONAL PLAN
 Promotional Inputs
Qtr-II, 2020-21

Items Quantities Month

Posters 7000 Oct, Nov, Dec
Wobblers/Stickers 10,000

10,000 Oct
Free Sachets 10,000 Nov
10,000 Dec
 Items Quantities Month

Billboards/Hooding 300 Oct, Nov, Dec

GIVEAWAYS for Shops

- Wall Clock
3,000 Oct
-Tissue Box 8,000 Dec
 FINANCIAL

PROJECTIONS
Break Even Analysis

Sales Forecast

Expense Forecast
 IBEX SHAMPOO

3 Years' SALES FORECAST (Commercial)

Product
Year - 1 Year - 2 Year - 3
Units Value (+000) Units Value (+000) Units Value (+000)

IBEX @ TP:
1,000,000 100,000,000 1,300,000 130,000,000 1,690,000 169,000,000
Rs. 100.00

↑30% ↑30%
 IBEX Shampoo
3 Years' Expense Forecast
Year - 1 Year - 2 Year - 3
Product
Units Value (+000) Units Value (+000) Units Value (+000)

ATL Activities 20,000,000 20,000,000 10,000,000

BT L Activities 10,000,000 10,000,000 5,000,000

Billboards/Hooding 3,000,000 1,000,000 1,000,000

Posters/Panaflex 1,000,000 200,000 200,000

Wobblers/Stickers 200,000 - -

Free Sachets @
100,000 500,000 - -
Rs.5/each

Giveaways 2,000,000 2,000,000 130,00,000

100 Umrah/Dubai
OTHERS 2,000,000 600,000 Tickets

Total Expenses 38,700,000 33,800,000 292,00,000

100,000,000 130,000,000 170,000,000

Sales Forecast

% of Sales 39% 26% 17%

CONTROL & IMPLEMENTATION
CONTROLS

The following things should be monitored regularly.

Sales on monthly, quarterly & annual basis

Expense on monthly quarterly & annually
Customer Satisfaction should be noticed
 IMPLEMENTATIONS

All key marketing programs should be start and

accomplish on time and within budget.
In time availability of commercials and judicious
use of all tools
On time dispatches & effective utility of all
Promotional materials
Strict executions of all ATL/BTL activities
Field force Training
Others
CONTINGENCY PLANNING

We should be vigilant against specific

environmental changes, if any, such as

Price war
Quality issue
Competitors’ Activity
Sudden field force turnover
Political unrest and others