protector soap
TRANSCRIPT
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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