protector soap

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    PRODUCT MARETING PLAN

    Protector soap

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    POSITIONING STRATEGIESPRODUCT ATTRIBUTES

    protector is a high quality product & it has a very reasonable priceas compared to its competitors.The brand image portrayed in our promotional campaigns will beof Adventure, Style, always trying to look for the best and be thebest.

    BENEFITSprotector contains the taste of both tobacco & different exoticbenefits which is a comparatively unique feature.Protector is the ultimate spirit of freshness.We have tried to maintain the maximum level of freshness in our

    soap dont pose a threat to our precious consumers health.

    Positioning refers to the image of the product in theminds of consumers.

    MARKET POSITIONING

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    PRODUCT DIFFRENCIATIONOffering new benefits such as skincare, fragrance and anti-bacterial will be used by our marketers to differentiate our brandfrom that of our competitors.

    Low on Nicotine as compared to other soaps so it does notpose a health threat to our prestigious consumers.

    IMAGE DIFFERENTIATIONWe will be differentiating our brand by promoting anadventurous image, and will be daring the people to try outsomething new.technology differentiation i.e. having more safeness content inour soaps while offering the highest level of satisfactionProduct differentiation i.e. offering three new exotic benefitsnever offered before.

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    Name of our product is protectorIt is a consumer product in soap category.It contains combination of skincare, fragrance and Anti-bacterial.

    PRODUCT PROFILEProduct Name protector

    Unit Price/ soap RS. 30.00Origin Pakistan

    Brand Name protector skincare, fragrance and Anti-

    bacterial.Inner Packing protector Packing one soap in

    one pack, Ten suchpacks in a Box, Fifty Boxesin one Carton.

    PRODUCT

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    Trough our survey wefound out that most of theconsumer like to use thesebrands, which means thatthese brands are our

    competitors for example: SAFEGUARD LUX

    LIFEBOY OTHERS

    MARKET HOLDING BRANDS

    Which brand do you use?

    25

    8

    40

    25

    2

    SAFE GUAR D L UX

    DOVE OTHE R S

    LIFEBOUY

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    PRODUCT DESIGN

    Color lightpinklength 3.5 inches

    weight 250gm

    Packing Metallic

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    REASONS FOR METALLIC PACKING

    Preserves Aroma

    Maintains freshness Prevents humidity

    Metallic

    Gives a quality look to the product Give a prestigious look

    Soap are safe from getting damaged

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    INTRODUCTORY PRICE

    SIX Soaps PackRs.150 (Introductory Price)

    Rs 180 (Origenal Price)

    12 Soaps pack

    Rs. 300 (Introductory Price)

    Rs 360 (Original Price)

    PRICING

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    FIXED COSTS

    Fixed cost over head expenses include cost of

    machinery, rent, interest payments, executivesalaries etc.

    Rs. 7.50/ per soap manufactured

    VARIABLE COSTSVariable costs include the cost of labor, packaging,

    raw material etc.

    Rs. 19.10/ per soap manufactured

    COSTS

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    TOTAL COST

    Total cost is the sum of fixed cost and variable cost. Our total costis calculated at

    Total fixed cost + total variable Cost = Total Cost per each soapmanufacture

    7.50 + 19.10 = 26.60

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    COMPANY MARGINThe profit margin in every soap is set to beRs. 2.50 per soap manufactured that makes

    25% of every soap.It makes about Rs. 15.00 on every six soappackAnd it makes about Rs. 30.00 on every 12soap pack.RETAILER MARGINRetailers margin will be Rs. 12 on every 6

    soap pack.

    PROFIT MARGIN

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    To achieve 9% market share at the end of 1st year.To make extension of 4% to 5% every year inmarket share.To make sale of 9.3 billion sticks in 1st year.

    To earn 30% annual return on investmentTo create awareness among the maximum numberof our target market.Firstly, to make the product available in all maincities of Pakistan.

    To provide maximum satisfaction to the customersby providing quality products.To provide job opportunities to the people ofPakistan, since it will help in the progress anddevelopment of society and Country

    MARKETING STRATEGY

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    DECEMBERBanners, and billboards, large size models ofthe product at selected retail outlets,

    brochures, flyers, posters and promotionalevents such as concerts.

    All three benefits ofprotector will be launchedsimultaneously.

    We will launch protector in metropolitan cities.Than after a period 6 months it will alsobecome available in the suburbs of those cities

    ACTION PROGRAMS

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    Before unveiling, curiosity will be generatedthrough print ads that customers to guesswhat will be coming next.

    protector will be available to the consumers 3days before the media campaign is launched.

    The campaign will be handled by the GMMarketing at a planned cost of Rs. 500

    million.

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    JANUARYMusical concerts and shows will bearranged for the general public.

    The concerts will not be arranged

    simultaneously.

    The cities include, Karachi, Lahore,

    Islamabad, Peshawar, Quetta.

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    FEBRUARYAn environmental cleanliness will be launched

    in the Northern areas of Pakistan.

    MARCHPeople will be invited send in the paper flaps

    in the boxes ofprotector and win a widerange of prizes.

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    The monitor and control system of our product isvery effective.

    The sales people will collect the information aboutthe sale of product and market share. And than theywill send this information to the marketing

    department.Competitors strategy will also be analyzed.Information about the product will be collected ondaily basis. On the basis of daily information plans willbe made to maintain the required high market share.The main purpose of monitoring and control is tomeasure and evaluate the performance of theemployees.We will be constantly evaluating the organizations

    performance and define control standards

    CONTROLS

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    THANKS FOR YOURPARTICIPATION ANDTIME&

    ANY QUESTION