1837 Neither William Procter nor James Gamble ever intended to settle in Cincinnati. Although the city was a busy center of commerce and industry in the early nineteenth century, William, emigrating from England, and James, arriving from Ireland, were headed farther west. Despite their intentions, however, both men ended their travels when they arrived at the Queen City of the West William took care of his ailing wife, Martha, who soon died, and James sought medical attention for himself. William Procter quickly established himself as a candle maker. James Gamble apprenticed himself to a soap maker. The two might never have met had they not married sisters, Olivia and Elizabeth Norris, whose father convinced his new sons-in-law to become business partners. In 1837, as a result of Alexander Norris' suggestion, a bold new enterprise was born: Procter & Gamble. On April 12, 1837, William Procter and James Gamble started making and selling their soap and candles. On August 22, they formalized their business relationship by pledging $3,596.47 apiece. The formal partnership agreement was signed on October 31, 1837.1850

The Moon and Stars began to appear in the 1850s as the unofficial trademark of Procter & Gamble. Wharf hands used the symbol to distinguish boxes of Star Candles. By the 1860s, the Moon and Stars appeared on all Company products and correspondence. Once a staple of the Company's product line, candles declined in popularity with the invention of the electric light bulb. The Company discontinued candle manufacturing in the 1920s.1859

Twenty-two years after the partnership was formed, P&G sales reached $1 million. The Company now employed 80 people.1862

During the Civil War, Procter & Gamble was awarded several contracts to supply soap and candles to the Union armies. These orders kept the factory busy day

and night, building the Company's reputation as soldiers returned home with their P&G products.1879

James Norris Gamble, son of the founder and a trained chemist, developed an inexpensive white soap equal to high-quality, imported castiles. Inspiration for the soap's name Ivory came to Harley Procter, the founder's son, as he read the words "out of ivory palaces" in the Bible one Sunday in church. The name seemed a perfect match for the white soap's purity, mildness and long-lasting qualities.

1882

Harley Procter convinced the partners to allocate $11,000 to advertise Ivory nationally for the first time. Ivory's purity and floating capability were first advertised across the country in "The Independent," a weekly newspaper. 1886 Production began in the Ivorydale factory. Ivorydale replaced the Central Avenue plant, which was heavily damaged by fire in 1884. Designed by noted industrial architect Solon Beman, the plant incorporated the latest technological advances with a pleasant work environment for employees a progressive approach at that time. 1887 To address the storm of local and national labor unrest, P&G instituted a pioneering profit-sharing program for factory workers. This voluntary program, conceived by William Cooper Procter, grandson of the founder, gave employees a stake in the Company. William Cooper Procter wanted this program to help workers realize their vital roles in the Company's success. 1890 William Alexander Procter assumes leadership of the Company. By 1890, P&G was selling more than 30 different types of soap, including Ivory. After running the Company as a partnership for 53 years, the partners incorporated to raise additional capital for expansion. William Alexander Procter, son of the founder, was named first President. P&G set up an analytical lab at

Ivorydale to study and improve the soap-making process. It was one of the earliest product research labs in American industry. 1896 P&G's first color print advertisement an ad for Ivory appeared in Cosmopolitan magazine picturing this "Ivory Lady." 1904 In order to meet the demands of growing national markets, P&G began building outside of Cincinnati for the first time. This increased capacity and improved distribution of products to customers. 1907 William Cooper Procter became the head of the Company following the death of his father, William Alexander Procter. 1911 P&G introduced Crisco, the first all-vegetable shortening. Crisco provided a healthier alternative to cooking with animal fats and was more economical than butter. 1915 The Company built its first manufacturing facility outside the United States, in Canada. Employing 75 people, the plant produced Ivory soap and Crisco.

1917-1918 The Chemicals Division was established to formalize research procedures and develop new products. The Company began to actively recruit researchers. 1919 William Cooper Procter continued his efforts to institutionalize the relationship between the Company and its employees. The articles of incorporation were revised to include the directive that the "interests of the Company and its employees are inseparable." 1919-1920 Seasonal purchases of P&G products by wholesalers led to uneven production needs and layoffs at Ivorydale. In response, P&G announced a plan to sell directly to retailers and hired 450 salesmen. This change stabilized production,

reduced employee layoffs and, in the process, changed the way the grocery trade operated. 1923 Crisco sponsored cooking shows on network radio, placing P&G among the medium's advertising innovators. 1924 A market research department was created to study consumer preferences and buying habits one of the first such organizations in history. 1926 In response to the growing popularity of perfumed beauty soaps, P&G introduced Camay.

1930 P&G established the first overseas subsidiary with the purchase of Thomas Hedley & Sons Co., Ltd., in England. Fairy Soap was one of Hedley's main products. William Cooper Procter turned the reins of the Company over to Richard R. Deupree. 1931 P&G's brand management system began to take shape in the late 1920s. In 1931, Neil McElroy, the Company's Promotion Department Manager, created a marketing organization based on competing brands managed by dedicated groups of people. The system provided more specialized marketing strategies for each brand and Procter & Gamble's brand management system was born.

1933 "Ma Perkins," a radio serial program sponsored by P&G's Oxydol soap powder,

aired nationally. Its popularity led P&G brands to sponsor numerous new "soap operas." Faithful listeners became faithful buyers of P&G brands at the grocery. 1934 William Cooper Procter died. He was the last member of the two founding families to run the Company. The Company entered the hair care business with Drene, the first detergentbased shampoo. 1935 The Company expanded its international presence with the acquisition of the Philippine Manufacturing Company the Company's first operations in the Far East. 1937 P&G celebrated its 100th anniversary. Sales reached $230 million. Just five months after the introduction of television in the U.S., P&G aired its first TV commercial (for Ivory soap) during the first televised major league baseball game. 1943 The Company created its first division the Drug Products Division to sell its growing line of toilet goods. 1946 Tide, "the washing miracle," was introduced. Tide incorporated a new formula that cleaned better than anything then on the market. Its superior performance at a reasonable price made Tide the country's leading laundry product by 1950. P&G's health and personal care business grew with the introduction of Prell shampoo in 1946. 1948 Neil H. McElroy assumed leadership of P&G. P&G began operating in Mexico its first subsidiary in Latin America. P&G established an Overseas Division to manage the Company's growing international business. 1952 A new research facility, Miami Valley Laboratories (MVL), opened in Cincinnati. MVL was the Company's first facility dedicated solely to upstream research.

1954 The Company began operations in continental Europe by leasing a small plant in Marseilles, France, from the Fournier-Ferrier Company, a detergent manufacturer. 1955 Crest, the first toothpaste with fluoride clinically proven to fight cavities, was introduced. P&G announced plans to form individual operating divisions to better manage its growing lines of products. This divisionalization also created separate line and staff organizations. 1956 The new General Offices building opens, signifying P&G's continuing commitment to downtown Cincinnati. 1957 P&G entered the consumer paper products business with the acquisition of Charmin Paper Mills, a regional manufacturer of toilet tissue, towels and napkins. Howard J. Morgens took over Company leadership when Neil McElroy left to serve as the U.S. Secretary of Defense. 1960 Crest sales skyrocketed when The American Dental Association recognized it as "The decay-preventive dentifrice." P&G GmbH opened its first office in Frankfurt, Germany, with 15 employees. Three years later, Germany's first plant in Worms began production of Fairy cleaning powder and Dash laundry detergent. The Company introduced liquid Downy, the Company's first fabric softener. 1961 The Company's Middle East business was established in Saudi Arabia. Pampers entered a test market in Peoria, Illinois. Though the first test was unsuccessful, it led to an improved Pampers product at a lower cost that eventually replaced cloth diapers as the preferred way to diaper babies. 1963 P&G entered the coffee business with the acquisition of Folgers Coffee.

The European Technical Center opened in Brussels to serve Common Market subsidiaries. 1972 Company researchers discovered how to combine softening agents with a nonwoven sheet to soften clothes in the dryer. The result was Bounce, which quickly became the second-largest-selling fabric softener after Downy. 1973 The Company began manufacturing and selling P&G products in Japan through the acquisition of the Nippon Sunhome Company. The new company was called Procter & Gamble Sunhome Co. Ltd. 1974 Ed Harness was elected to head the Company. 1978 Didronel is introduced. A treatment for Paget's disease, it was one of the Company's first pharmaceutical products. 1980 Sales reached $10 billion. 1981 John G. Smale became head of Procter & Gamble. 1982 P&G increased its prescription and over-the-counter health care business with the acquisition of Norwich Eaton Pharmaceuticals. 1983 The Company introduced a superior feminine protection product, Always/Whisper, that became the leading world brand in its category by 1985. 1984 Liquid Tide was introduced. This represented the results of global development with surfactants developed in Japan, fragrance in Europe and packaging from the United States. 1985

The Company significantly expanded its over-the-counter and personal health care business worldwide with the acquisition of Richardson-Vicks, owners of Vicks respiratory care and Oil of Olay product lines. P&G opened the General Offices Tower building, the expansion of Procter & Gamble's world headquarters in Cincinnati, Ohio. 1986 The Company developed a new technology that enabled consumers to wash and condition their hair using only one product. Pert Plus/Rejoice shampoo quickly became one of the leading worldwide shampoo brands. Ultra Pampers and Luvs Super Baby Pants were introduced with effective, new technology that makes diapers thinner. 1987 P&G celebrated its 150th anniversary. The Company ranked as the secondoldest company among the 50 largest Fortune 500 companies. The Company increased its presence in the European personal care category with the acquisition of the Blendax line of products, including Blend-a-Med and Blendax toothpastes. It was the largest international acquisition in Company history. P&G announced several major organizational changes with restructuring to category management and a product supply system that integrated purchasing, manufacturing, engineering and distribution. 1988 The Company announced a joint venture to manufacture products in China. This was the Company's first operation in the largest consumer market in the world. Refill packs for liquid products were introduced in Germany for liquid products such as Lenor fabric softener. They were recognized as a significant advance in solid waste prevention, reducing packaging by up to 85 percent. Germany's retail grocers named the Lenor refill pouch the invention of the year. 1989 The Company entered the cosmetics and fragrances category with the acquisition of Noxell and its CoverGirl, Noxzema and Clarion products. 1990 The Company expanded its presence in the male personal care market with the acquisition of Shulton's Old Spice product line. Spic And Span Pine was packaged in recycled plastic. It was the Company's first packaging from 100

percent recycled plastic and won a first-place designation in the international DuPont Packaging Awards. Most of the laundry detergent brands were reformulated to incorporate P&G's compact technology. Introduced in Japan with the Cheer and Ariel brands, the technology was expanded to 36 brands in 20 different countries during the year. Edwin L. Artzt was named to lead the Company. 1991 The Company introduced a new logo and wordmark to provide a more contemporary and consistent global look. P&G opened its first operation in Eastern Europe with the acquisition of Rakona in Czechoslovakia. New businesses in Eastern European countries Hungary, Poland and Russia &mdash ;follow throughout the year. The acquisitions of Max Factor and Betrix increased the Company's worldwide presence in the cosmetics and fragrances category. 1992 P&G received the World Environment Center Gold Medal for International Corporate Environmental Achievement. Pantene Pro-V was introduced. Originally a small part of the 1985 Richardson-Vicks acquisition, Pantene became the fastest-growing shampoo in the world. 1993 Company sales exceeded $30 billion. For the first time in Company history, more than 50 percent of sales came from outside the U.S. The Company launched a major program to improve organizational effectiveness and ensure the Company remained cost competitive in a global marketplace. It was the largest such undertaking in Company history. As a result, P&G was able to get its best ideas to market faster and more cost efficiently than ever before, providing consumers with better value. The Japan Headquarters and Technical Center opened on Rokko Island in Kobe City, Japan. The complex consolidated headquarters and product development operations. 1994 P&G entered the European tissue and towel market with the acquisition of the Germany-based company, VP Schickedanz.

P&G added Giorgio Beverly Hills to its fine fragrance business. The Company re-entered the South African market following the lifting of U.S. sanctions against investment in South Africa. P&G South Africa doubled its overall business during its first year. The United States Department of Labor presented P&G the Opportunity 2000 Award, which is given annually to one company committed to instituting equal employment opportunities and creating a diverse work force. P&G was recognized for its multifaceted, comprehensive affirmative action and executive development programs.

1995 John E. Pepper was elected to lead the Company as P&G's ninth Chairman and Chief Executive, and Durk I. Jager became the first Chief Operating Officer. P&G moved from managing the business under two geographic entities, U.S. and International, to managing it through four regions North America, Latin America, Asia and Europe/Middle East/Africa. All regions reported to a single officer, the Chief Operating Officer. The new structure fostered greater strategic coordination, helping P&G compete more effectively as a global company. P&G also opened a Health Care Research Center in Cincinnati to serve as the worldwide hub for the Company's health care business. The Health Care Research Center was designed to promote innovation and efficiency in bringing new pharmaceuticals to market faster by consolidating employees under one roof. Following the lifting of U.S. sanctions against Vietnam, P&G established a joint venture with the Phuong Dong Company to build a manufacturing plant in the Song Be Province, just outside of Ho Chi Minh City. P&G was awarded the National Medal of Technology the highest award the United States bestows for achievement in technology for creating, developing and applying advanced technologies to consumer products that have helped improve the quality of life for billions of consumers worldwide. 1996 The U.S. Food and Drug Administration granted approval of Olestra for use in salty snacks and crackers. Olestra, marketed under the brand name Olean, is a calorie-free fat replacer that provides the full taste of fat without the added fat or

calories. The Company continued to expand its global reach with acquisitions of the U.S. baby wipes brand Baby Fresh complementing the Company's global diaper business and its strong European Pampers Baby Wipes business and Latin American brands Lavan San household cleaner and Magia Blanca bleach providing a solid foundation for P&G growth in this important laundry category. P&G celebrated the Tide 50th birthday with a "Dirtiest Kid in America" contest. 1997 P&G expanded its feminine protection expertise into a new global market with the acquisition of Tambrands. Tampax, its tampon brand, is the market leader worldwide. Also, P&G gained a solid entry in the Mexican tissue business with the purchase of Loreto y Pena. This marked P&G's first tissue entry into Latin America. P&G formed a global pharmaceutical alliance with Hoechst Marion Roussel to market Actonel, P&G's new prescription bone-health drug. 1998 P&G announced Organization 2005, a global organization designed to drive innovative ideas to world markets faster. Consumers throughout the United States now have the choice of buying snacks fried with Olean, P&G's new fat-free, calorie-free cooking oil. These snacks include fat-free versions of Americans' favorite snack brands, including P&G's Pringles chips. The Company's new Olean plant, which can produce a national supply of the new cooking oil, is up and running. P&G provides a foundation for future growth by investing in new breakthrough products. Febreze, Dryel and Swiffer are introduced and expanded around the world in less than 18 months. 1999 Durk I. Jager, former Chief Operating Officer, became the Chairman, President, Chief Executive and Director of Procter & Gamble.

The Company entered the global pet health and nutrition business by acquiring the Iams Company, a leader in premium pet foods. The acquisition of Recovery Engineering Inc. allowed P&G to utilize its understanding of water treatment by developing home water filtration systems under the brand. 2000 A.G. Lafley became President and Chief Executive. Reflect.com, our initial Internet brand, was launched publicly. It was the first to offer truly customized beauty-care products online. The U.S. FDA (Food and Drug Administration) approved Actonel (risedronate sodium tablets) for the treatment and prevention of postmenopausal osteoporosis (PMO) and glucocorticoid-induced osteoporosis (GIO). Partnering with Aventis increased marketing capacity. 2001 P&G acquired the Clairol business from Bristol-Myers Squibb Co. Clairol is a world leader in haircolor and hair care products. P&G and Viacom Plus announced a major multimedia marketing partnership. Crest SpinBrush was brought to market in record time following the acquisition of Dr. John's SpinBrush toothbrushes. Crest Whitestrips were now available for retail sale in the U.S. 2002 P&G celebrated its 165th anniversary. A.G. Lafley was elected Chairman of the Board. Bruce Byrnes and R. Kerry Clark were elected Vice-Chairmen of the Board. P&G has 12 billion-dollar brands in its portfolio. These brands represent more than half of the Company's sales and earnings and include Pampers, Tide, Ariel, Always, Pantene, Charmin, Bounty, Iams, Crest, Folgers, Pringles and Downy. They also account for the majority of P&G's consumer interactions the millions of "moments of truth" we face and win every day. 2003

Approval was received by the FDA to switch Prilosec, a treatment for frequent heartburn, from a prescription to an over-the-counter (OTC) product. P&G acquired a controlling interest in Wella AG, a leading hair care company, giving P&G a major presence in the fast-growing professional haircare segment.

2004 P&G's Safe Drinking Water Program won the World Business Award from the United Nations Development Program & International Chamber of Commerce in support of the UN's Millennium Development goals. Actonel was P&G's newest billion-dollar brand, and the first pharmaceutical brand to reach this important milestone. 2005 P&G and Gillette merged into one company and added five more billion dollar brands to our product portfolio including Gillette and Braun shaving and grooming products, the Oral-B dental care line and Duracell batteries.

PROCTER & GAMBLE IN PAKISTAN

Product Information

CamayIn 1926, the world was introduced to the finest and most sophisticated of luxuries - Camay; and in 1994, the pleasure was brought to Pakistan. Different in its very essence, defining beauty in a totally different way from other soaps, Camay stands apart in a league of its own. Camay is not just a soap, it is a feeling - of beauty from within. In a world short of time, Camay is about finding time and pampering yourself. The person that resides inside needs importance and attention. Camay is for spoiling you, because "you" are the most important person in your life.

Camay New Age Launch Press Conference & Fashion Show Theme of the Event: Launch of Camay New Age. The Venue: Beach Luxury Hotel, Karachi. 15 March, 2004. The Purpose: Launch Camay New Age collection as the Gold Standard for soft and beautiful skin. The Attendees: The audience, comprising mainly of Journalists, Beauticians, and Hair stylists, exceeded 200 people. Several P&G people and other guests were also present. The speakers were Mr. Hans Dewaele, General Manager P&G; and Javeria Rehman, Assistant Brand Manager Camay. The Speeches: Beauty care is our fastest growing segment, and with the recent acquisition of Wella, P&G is the largest beauty care company in the world. The renewed commitment to beauty experts is evident in the high profile events held by P&G Beautycare globally; you will be seeing such events in Pakistan too. Hans Dewaele, GM, P&G Pakistan Let me re-introduce you to P&Gs beauty soap brand: Camay, with three new faces. The New Camay Collection is enriched with perfumed natural moisturizers that cares for your skin & make you really beautiful Javeria Rehman, ABM, Camay The Show: The product unveiling was followed by a dazzling theatrical dance performance combined with an exciting mood show revealing the different facets of beauty. The exotic setup on the lawn of the hotel, combined with the sound and light

show created a magical effect. Thematically costumed models swaying to captivating tunes and visual effects displayed the moods of each Camay facet. Costumes designed by Moazzam reflected the colors of each facet, with tastefully matching makeup by Saima. The model lineup included well-known faces as well as upcoming talent. Publications: To date the event has appeared in over 30 newspapers including the News, Jang, the Nation, and Pakistan Observer. It was also aired on PTV.

Press ReleasesNew Camay Comes to Town ! Karachi March 15, 2004: Procter & Gamble Pakistan (P&G) today announced the launch of three new variants of its beauty soap, Camay. Featuring the freshness of Aqua, the softness of Floral and the sensuality of the Orient, the new variants are ideal additions to the internationally famous Camay range of skin care products. Speakers at the launch included Hans Dewaele, General Manager P&G Pakistan; and Javeria Rehman, Assistant Brand Manager Camay, P&G Pakistan. Talking about Procter & Gamble, Hans Dewaele stated, We have been operating in Pakistan for over 12 years, and are market leaders in several categories, including hair-care & diapers. It is the aim of Procter & Gamble to improve the lives of the worlds consumers by superior products made through superior technology. But improving the lives of consumers worldwide is about more than just great products. It's about corporate responsibility to the communities in which we live and operate our businesses; its about being in day-to-day touch with our consumers. Beauty care is our fastest growing segment, and with the recent acquisition of Wella, P&G is the largest beauty care company in the world. The renewed commitment to beauty experts is evident in the high profile events held by P&G Beautycare globally; you will be seeing such events in Pakistan too. While unveiling the new variants, Javeria Rehman said, Let me re-introduce you to P&Gs beauty soap brand: Camay, with three new faces. The New Camay Collection is enriched with perfumed natural moisturizers that cares for your skin & make you really beautiful. The three representatives of this new collection are: Camay Aqua: Inspired from fresh Cucumber and Water Lilly.

Gives your skin a soft and fresh feeling. Camay Floral: Inspired from Rose and Jasmine. Gives your skin a soft & lightly scented feeling. Camay Orient: Inspired from Musk and Amber. Gives your skin a soft & exotic feeling. The product unveiling was followed by a dazzling theatrical dance performance combined with an exciting mood show revealing the different facets of beauty. The exotic setup on the lawn of the Beach Luxury Hotel, combined with the sound and light show created a magical effect. The moods of each Camay facet were displayed by thematically costumed models swaying to captivating tunes and visual effects. Costumes designed by Moazzam reflected the colors of each facet, with tastefully matching makeup by Saima. The model lineup included well known faces as well as upcoming talent. All in all, it was a show to remember. Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the largest and strongest portfolios of trusted, quality brands, including Pampers, Safeguard, Ariel, Always, Camay, Pantene, Vicks, Pringles, Pert Plus, Olay, and Head & Shoulders. The P&G community consists of nearly 98,000 employees working in almost 80 countries worldwide. Please visit http://www.pg.com.pk/ for the latest news and in-depth information about P&G and its brands.

Camay Makes a woman look and feel beautifulThe Camay Affair

I love Camay, I just simply love it and no lesser word would suffice. Curious as to what would make a person go so gaga about a soap, you would probably be thinking that this woman is mad. Well friends, today let me defend my love with all my heart that it surely deserves. Following is my case for loving Camay; the decision is yours-

I love Camay because it is a P&G product. So then why Camay, why not any other P&G brand? I love Camay because it is a quality product. But then so is every other P&G product! I love Camay because it makes the lives of its consumers better. 'Same old crap', yeah I can hear you people saying that. Well, Camay is all about beauty! No kidding Sherlock, it's a beauty soap, what else could it be! Feeling helpless at not being able to convey the rationale for my love, I know very well, that I am missing the point, the one that takes Camay afar from others. I drown myself, lower and still lower, I search deep inside, in the abysmal pits of my heart where the love resides. Eurekaaa! There lies the true reason, shining like a solitaire on a platinum ring "I love Camay because it celebrates my being"

I mean how many products do that in this materialistic world of today? While other beauty soaps talk about making your skin i.e. the outer faade beautiful, Camay makes way to the inner self, it makes me realize the forgotten woman, me! After a day spent at office where work reigns supreme and terms such as targets take a wholly new meaning when it comes to females, I come home to be greeted by the incessant cacophony of my husband. There are so many problems to be taken care of, too many issues to be resolvedChildren's uniforms, their books, grocery shopping! The list is endless. I listen to my husband's complaints, his life, he did this and he did that. I join my children to listen to their problems, to entertain them. I mean what about me? I live too! The rationale of 'I think therefore, I am', sounds like a ridiculous way of being to me. It is when I'm surrounded by these thoughts that I run for my bathroom where my tub, and Camay wait for me - Camay, the arched pillow that gives me the only chance to relish myself. Camay, with its fragrances celebrates with quietness and serene, my unappreciated being. Camay is about indulgence, taking time out for myself and pampering me for the entire world's worth. It is about the sheer euphony of moving to the lilting tunes of my essence. Camay cherishes me, it tells me I AM! I love Camay, because it stands for me.

Business strategiesBCG Growth-Share Matrix:

The BCG matrix provides a framework for allocating resources among different business units and allows one to compare many business units at a glance. CASH COW: A business unit that has a large market shares in a mature, slow growing industry. Cash Cow requires little investment and generates cash that can be used to invest in other business units. Star: A business unit that has a large market shares in a fast growing industry. Star may generate cash, but because market is growing rapidly they require investment to maintain their lead. If successful, a star will become a cash cow, when its industry matures. Question Mark or Problem Child: A business unit that has small market share in a high growth market these business units requires resources to market share, but whether theyll succeed and becomes star is unknown.

DOG:

A business unit that has a small market shares in mature industry. A dog may not require substantial cash, but it ties capital that could better be deployed elsewhere. Unless a dog had some other strategic purpose, it should be liquidated if there is little prospect for there it to gain market share. Factors Why Camay Was a Dog: because of two major reasons. 1) They dont introduced Camay for men. It was only for women. 2) They dont have any famous brand ambassador for Camay.

Conducting Market Research Market research is the process of gathering information to help you make decisions relating to the marketing of your business. In formulating you marketing plan, you will need information on:

Your competitors Your potential customers Your product Your costs

There are two sources where this information can be obtained - secondary data and primary data. Secondary data is information that has already been collected/published and that is indirectly related to the problem but will assist the research. Examples include:

Company files and sales data & Library resources Universities Catalogues & Australian Bureau of Statistics (ABS) Other Government Departments Industry Associations Magazines and trade publications Websites (providing they are reliable sources)

Primary data is information collected directly to solve the problem facing the business. Examples include:

Interviews Surveys and questionnaires Field work Internal research

There are many ways to research the market place for your business and they are generally inexpensive. The more you can discover, the greater advantage you have over your competitors and this in turn will give you a good foundation for building a successful business. Knowing Your Competition It is important for your business to know who your competitors are and what you are going to be competing against. To be successful your business needs to develop and sustain a competitive advantage over the competition. Take these questions into account: SWOT Analysis:

Do you know what your competitors are doing? What are your competitors' strengths? Weaknesses? What do consumers think about your competitors' products? How are you going to position yourself with your competitors? Would it be meeting the competition? Beating the competition? Countering the competition? Are you competing on price? Product? Or quality?

Selecting Your Target Market Another important issue in marketing is to select your target market of potential customers. That is dividing the market into specific groups so that you can determine the segments that will seek your products and/or services. Your target market needs to be large enough and sustainable, in order to be able to support your business. The market can be segmented into different categories including:

Age Gender Occupation Type of employment

Home ownership Geographic location Ethnic identity Brand loyalty

Income level

Education

Once you have done this, you can then select the target market which best suits your business's sales and aim your marketing focus on these segments.

The 4 P's One of the most important aspects of marketing is "the 4 P's" practice. The Four P's include: Product, Place, Price and Promotion. To get the best from your business you will need to implement them together. 1. Product You need to understand your customers' (or potential customers) needs and develop your goods and/or services around them. Aspects involved in this could be:

Research and development Features Warranties Packaging

Accessories Linked products Quality control

2. Place Place not only includes the physical aspect of your business premises but also includes where the goods and/or services are available. The following details need to be considered:

Where is the business located geographically? Do people notice it? Is it easy to find? Is it easily accessible for vehicles? Is the building exterior and interior presentable? Remember that first impressions can greatly affect your business! Is the layout suited to the customer when shopping?

Are you situated close to your target market for deliveries, distribution, provision of services etc? What other distribution mechanisms do you have for your goods and/or services?

3. Price It is important to put the correct value on your goods/services. When deciding on a pricing policy, consider the following:

To make sure your business is viable you need to profit from the prices on your goods/services. Take into account where the product is on the Product Life Cycle (Introduction-Growth-Maturity-Decline), as there may be pricing adjustments for the different stages. Will your pricing policy cover your overhead costs? It is important to fully understand your costs and set your prices to recoup these costs.

4. Promotion Promotion covers advertising, publicity, public relations, personal selling, sales promotion and networking. To effectively promote your business, you should consider:

Who is your target market? Where do you want to direct your promotions? What image are you trying to project? What do you want to promote? Price? Product? Quality? Service? What resources do you have to carry out the promotion strategy? What strategy are you going to use? o Advertising? o Publicity? o Public Relations? o Sales Promotion? o Networking?

COMPITETOR:

We all like to look gorgeous and enjoy that confidence which makes us feel like anythings possible. And that's just what the Lux range offers you on a daily basis at a price you can afford. Lux was first introduced as a toilet soap in 1925. Produced by Lever Brothers, it arrived in the UK in 1928, offering people a chance to pamper themselves for a modest price. In 1958 five colours made up the range: pink, white, blue, green and yellow. People enjoyed matching their soap with their bathroom colours. In the early 1990s, Lux responded to the growing trend away from traditional soap bars by launching its own range of shower gels, liquid soaps and moisturising bars. In 2004, the entire Lux range was relaunched in the UK to include five shower gels, three bath products and two new soap bars. 2005 saw the launch of three exciting new variants with dreamy names such as Wine & Roses bath cream, Glowing Touch and Sparkling Morning shower gels.

Did you know?

Since the 1930s, over 400 of the worlds most stunning and sensuous women have been proudly associated with Lux advertisements. Marilyn Monroe, Brigitte Bardot, Demi Moore and, more recently, our own Catherine Zeta-Jones, have all been part of the Lux glamour story. The name Lux means light in Latin, however the name was chosen for its play on the word luxury.

BOLLYWOOD: Today, the brand is still heavily advertised in India using Bollywood stars.[2] Madhubala, Hema Malini, Sridevi, Madhuri Dixit, Juhi Chawla, Karisma Kapoor, Rani Mukerji, Aishwarya Rai, Amisha Patel, Kareena Kapoor and Tabu have all been past brand ambassadors. Priyanka Chopra is the present brand ambassador of Lux. In India Shahrukh Khan was the first male in a Lux advertisement. LOOYWOOD: REEMA, BABRA SHARIF, NEELE, MEERA, IMAN ALI, AMNA HAQ and now ALI ZAFAR. Questionnaire Design: Q.1: what is your name & age? Q.2: what is your occupation? Q.3: what kind of soap do you like or use? Q.4: what kind of price do you prefer when buying soap? Q.5: what kind of qualities you want in your soap? Q.6: Do you prefer the same soap for your family or separate for each member? Q.7: What kind of skin do you have?

Q.8: Do you select your soap on the basis of i. Presentation ii. Quality

iii.

Quantity

Q.9: Do you prefer artificial fragrance or natural fragrance? Q.10: From where do you heard about the soap you are using now? a) b) c) d) T.V Internet Relatives Friends

Developing a Marketing Plan After conducting your market research and selecting your target market, the next step is to prepare a Marketing Plan. A Marketing Plan is a written policy of a market strategy, how long it is going to take to implement and complete. It needs to include:

The marketing mix that is going to be offered (either or all of the 4 P's), to which target market and for how long it is going to be offered. What resources are going to be needed and at what rate? What results are expected? A control, so that it keeps the plan going in the right direction, and not diverting from the original design.

Your Marketing Plan will be a valuable tool for your business. It is not just buying, selling and advertising, and it will benefit your business financially and in many other ways! Promotion is a marketing activity that aims to persuade others and influence their attitudes and behaviors about your business and what you are selling. It is an important feature in getting your goods and services noticed in the marketplace and a way to attract more business. You may be at the right place at the right time but your customers and potential customers need to know about it!

How to Promote

Promotion can be carried out in different ways, through:

Personal selling Advertising Publicity Public relations Sales promotion Networking

Personal selling is face-to-face communication (or sometimes on the telephone) with the potential customer. This type of promotion would be best used with goods/services that need a lot of technical explanation e.g. car sales, computer equipment etc Advertising is a paid form of communication about goods/services. Advertising can be done through:

Magazines & Newspapers Radio & Television Signs/posters/billboards Direct mail Business cards Brochures Gimmicks and "freebies" Junk mail Phone Book Internet/Web

Publicity is an unpaid form of communication about your business. It is more credible with potential customers than advertising. Publicity avoids paying advertising or media costs, by:

Persuading a newspaper to print an article about your business. Going on a Talk Radio to discuss your business, instead of paying for an advertisement. Sponsoring a sporting team to give your business name exposure in the community.

Public relations Is about developing and maintaining good relations with your customers and suppliers, your staff, and the public. A key part of public relations is the image

you project. First impressions mean everything, and the attitude of staff towards your customers is also important. Consider the way they speak on the phone, their appearance; is there a personal touch? Do they meet the need of the customer? Are they well trained about what the business is offering?

Networking Is a form of Public Relations, which involves using the contacts you have to help assist your business, by promotion and recommendations? Networking can make you new friends; increase your peer support, business contacts and your capability to create revenue. It also allows you to gain access to new information that you can use to grow your business. Networks that you could access include:

Professional and trade organizations (e.g. Chamber of Commerce NT, regional business associations, etc) Community service organizations Clubs Political parties Women's groups Conservation groups Charity and welfare organizations Churches Cultural groups

You can use these networks as a form of promoting your business, as consumers' regard "word of mouth" to be a reliable source. Sales promotion includes a range of promotional activities - other than advertising, publicity and personal selling - designed to stimulate interest, trial or purchase. This can be done through:

Samples Tradeshows Gifts & give-aways Calendars & diaries Contests Meetings

Displays

Some good gift ideas are items that customers would use daily e.g. pens, note pads, key-rings and mouse pads. These work because they act as constant reminders of your business. When to Promote To get value for your promotion dollars, it is important to identify the best times to advertise. Some goods and services need continuous promotion, as the purchase cycles of the customers are not erratic. Other products may be affected by seasonal trends and are promoted heavily at specific times of the year, eg, summer/winter, tourist season, school holidays, special calendar dates, etc. The stage of your product on the "product life cycle" will also influence your promotional activities. For example, new and innovative products may require heavy promotion when first introduced to the market whilst established products generally require less intense promotion. The important thing is to create a regular program for communicating with your customers, to constantly remind them of your business and what you are offering. Tips for Successful Promotion With any form of promotion your aim is to get the potential customers' attention, then keep their interest and develop it into a desire to buy. Make them think that your product is necessary and desirable, by promoting the benefits to them, not just the physical features of your product. Once you have persuaded them into wanting your product, it needs to be exchanged to an action - the action of purchasing. Then your promotion has been successful! It is important to understand that people don't buy goods or services - they buy benefits. Remember, customers want value and solutions to their problems and needs. Other Helpful Hints

When looking at promotion, be careful to choose the most effective and worthwhile techniques for your business. The aim is to reach the greatest number of potential customers in your market, within your budget. Use persuasive and attention-getting words, such as:

"Results" "Bargain" "Efficient" "Discover" "Quality" "New" "Save" Monitor the results of your promotional activities and review your selling efforts so that you can improve on them. Provide a physical element to the intangible character of a service. The customer needs to feel as though they have received something. Under-promises but over-deliver! Deliver your promise. You lose your credibility when promises are broken, as many other businesses do the same thing and you will be "just like the others." Maintaining a consistent theme and style is important in developing a memorable business image. Focus on your unique and competitive advantage - tell your customers what makes your business better than others. Be original and creative.o o o o o o o

Absolutely. Since we are on the subject of acronyms, introducing the Six C's of marketing. These concepts are not meant to replace the four P's, but rather compliment them. They provide a more granular look at the overall marketing strategy while taking into consideration the following: customer, consistency, creativity, culture, communication and change. Customer - this means that an organization's marketing strategy needs to be customer focused. It's about intimately understanding the target market not as demographics, but as real, everyday people. It's about focusing on the target customer first and then working backwards to the product and or service; and then ultimately the brand. It's a never ending cyclical process. Consistency - how many times have you heard mixed messages from the same company's advertising? Marketers need to maintain consistency in their communication messages to reinforce the value proposition to the target consumer. This will also serve to reinforce the brand in a real life context and avoid doing something lame like changing the Nike tag line from "just do it" to something different.

Creativity - it is important to use creativity to attract the attention of the target consumer since they are bombarded with thousands of messages per day. Creativity means laying aside the "traditional" rules of advertising, and challenges marketers to think out-of-box so that they can tap into their imaginations. Culture - all marketing messages need to have a cross-cultural component in order to be effective. It is dangerous to think that everyone in the world (including your target consumer) thinks, acts and makes purchase decisions exactly like you. It's not true and having this perspective can prove to be hazardous to your marketing health. Communication - people don't appreciate "in your face" advertising. They don't want to be "marketed to" either. They would much rather be "communicated with". Effective communication creates value with target customers, speaks in their language and tells your story. Change - don't fight it, embrace it. Change is here to stay! Marketers must constantly change as society changes. They should never be afraid to step out in faith to try something different. Marketing today is not what it used to be; it is constantly evolving and marketers must consider change in the world, economy, market, consumers perceptions; as well as internal change within the organization.