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BOUND BY THE AFOREMENTIONED STATEMENT.

1
 Executive summary

We are launching a new soap in the market and our brand name is
“JOVEN Anti-aging soap”. It is an anti-aging soap whose main feature is
that it removes wrinkles on skin; it also cleanses the skin and makes its
color bright. We are mainly targeting Ladies above 35 years of age of
higher middle class but our product is for all age of women. We will
position our brand from our positioning statement “Be Young Again”.

We will enter the market with heavy advertisement through hoardings,

TVC’s, etc. We are advertising through channel CITY42 because we are
lunching our new product initially in Lahore and this channel fulfils the
needs of our marketing strategy to launch our product. Also we are
using selective distribution with conventional distribution channel.

The primary objective is to attain 5% of market share and to achieve

more than 20,000 tones of sale in first six months. Price of our soap is
Rs. 110 per unit. As there is no major competitor of anti-aging soap but
some anti aging creams are our competitors, so our objective is to
capture the market by satisfying our customers.

2
 Mission Statement

“Our mission is to earn our customer’s loyalty by providing them best

quality product and delivering maximum satisfaction by making them
look young again”

Vision Statement

“To become the largest Soap manufacturer of the country, and to have
the largest share in soap market by delivering maximum satisfaction to
the customers.”

3
 Market Analysis

The soap market in Pakistan increased during last few years

growing at an average annual rate of 2.2%. The leading company in
the market in 2008 was Unilever. The second-largest player was Sufi
Soaps Detergents with Kohinoor and Tibet Soaps in third place.

There are approximately 500 units in organized and un-organized

sectors. Being an employment-oriented industry it provides jobs to
over 100,000 workers all over the country. The total production
capacity of this industry is 250,000-300,000 tones of soap annually.
Its contribution to the national exchequer in the forms of various taxes
is running in billions of rupees.

There is no major producer of anti-aging soap in the industry.

However various anti aging creams are available that can be
substituted for our soap that includes cream from Ponds and the
vitamin company. The bulk of the market share of cosmetics in
Pakistan is held by three big companies, Kohinoor Chemicals,
International Laboratories (Ponds) and Revlon. They control about 60
to 70 % share of the total market.

Taxes are a big issue in the soap industry. Especially the

increased custom duty on the import of raw material is alarming. Also
the electricity load shading is a major problem.

4
 Fashion is also a major driver in the market. Especially women
are becoming more and more conscious about their skin. Wrinkles are
a major problem of middle aged women that we are offering to solve.

Technology is rapidly changing. Most of the units in the organized

sector having modern technology and foreign capital, accounting for
67% of the total capacity are concentrated in Karachi

5
 Product Review

Our product is an anti-aging soap. Its main feature is that it removes

wrinkles caused by the passing age on the skin. It is a convenience
product i.e. an F.M.C.G. Initially we are launching our product in only
one dimension of 125 g with a price of Rs. 110 each.

Brand Name: -

The name of our soap is “JOVEN anti-aging soap”.

Brand Logo: -

Our brand logo is:

Unique selling point: Anti aging SOAP

Launching Place: - Lahore.

6
Ingredients: -

Special Ingredient: - DMAE

Sodium Tallowate, Sodium cocoate, Tetra sodium EDTA, Mineral

oil, BHT, Sodium chloride, Pearl luster pigment, Water, Fragrance,
Vitamin A (Retinol, Tretinoin and Retinyl Palmitate) and Vitamin E
(Tocopherol).

Competitive strength:
Our completive strength is that we are introducing a soap
which is anti aging. Our soap is the only anti aging SOAP available in
the market with low price than the other anti aging products in the
market.

We are targeting the only the women age more than 30 years.

• USP`s:

 Only anti aging soap

 Low price as compared to other products.

• Strengths of the product:

 Our soap is approved by P.C.S.I.R lab.

 We have a Latest soap manufacturing technology.
 Our distributors are the famous retail stores of the
city.
 Our price is very suitable as compared to our
product, none of which offer the same bundle of
features, which gives us an edge with price-
conscious customers.

7
 Competitors Analysis

There are no competitors of anti aging soap in the Pakistani market.

However there are various substitute anti-aging creams available in
the market.
Our key substitute products are:
Competitor Features

Ponds age Miracle It rekindles youthful beauty through and

promises visible results in 7 days. It is specially
formulated for anti aging conscious people.

Ponds age defying Age defying towelettes fight visible signs of

cream aging while you clean

Collagen cream It reduces wrinkles and gives young look. It is

made of natural herbs and has no side effects.
Olay age defying anti Reduces the appearance of fine lines and
wrinkle SPF 15 cream wrinkles in just 5 days.

Anti-wrinkle Awaken to skin that looks younger, smoother

replenishing night and overall firmer.
cream
Age defying daily Renews moisture to significantly reduce fine
renewal cream lines and wrinkles.
Garnier Ultra Lift The Garnier Ultra Lift range has been specially
designed for skin that is showing signs of ageing,
suffers loss of skin elasticity and firmness.

8
 Pond’s

Pond’s, which is a brand of Unilever, is one of the world’s most

renowned and trusted names in beauty products. It carries a strong
brand equity in Lahore with is quality products. Pond’s with its two anti-
aging creams have strong potential to affect our sales.

Products: -
Its major products are:

• Cleansing Towelettes

Original Clean Towelettes

Micro Dermabrasion Towelettes
Age Defying Towelettes

• Classic Creams

Dry Skin Cream

Cold Cream
Deep Cleanser & Make-Up Remover

• Deep Cleansers

Fresh Star
Clear Solutions Pore Strips

• Pond’s Age Miracle

There are two anti-aging products that pond’s is offering:

1. Ponds age defying cream.

2. Pond’s Age miracle.

9
Pond’s age-defying cream:
Age-defying towelettes fight visible signs of aging while
you cleanse. Silky-smooth towelettes with alpha hydroxy and retinol
smooth away lines and wrinkles as they gently remove all traces of
make-up (including waterproof make-up) and impurities. Skin is left
feeling toned and looking fresh and revitalized.

Essential features:

• Hypoallergenic
• Dermatologist tested
• Safe for contact lens wearers
• Alcohol free
• Ideal for all skin types
• Non-comedogenic – won’t clog pores

Pond’s Age Miracle cream:

Pond’s tries to rekindle youthful beauty through their latest
campaign, the revolutionary anti-aging product line called Pond’s Age
Miracle.
This product promises instant visible results in just 7 days and is
specially formulated for Asian women.
CLA (Conjugated Linoleic Acid), an anti-aging ingredient, makes
wrinkled skin appear soft, smooth, even-toned, fine and radiant.

10
 Distribution Review

In recent years sales trends have changed a lot, as various large

retailers like Makro, have entered the market and had a great influence
in Lahore. That’s why we are targeting these super stores for the
distribution of our product. Our soap will be distributed through a
network of the top stores in Lahore. The most important channel
partners are:

• HKB
• Makro
• Metro
• City tower
• Pace
• Shoppe
• Akbari store
• Decent store
• Al-Fateh store
• Al-Raheem store
• Victoria store
• Grace store
• Roop singhar

11
 SWOT Analysis

Managing the marketing function begins with a complete analysis of

the company‘s situation. SWOT analysis is a tool for auditing an
organization and its environment. It is the first stage of planning and
helps marketers to focus on key issues.

Strengths: -

Strengths include internal capabilities that may help a company reach

its objectives. The strengths of Joven soap are:

 Our product is the only anti-aging soap in the market.

 Our soap is approved by P.C.S.I.R lab.
 We have a Latest soap manufacturing technology.
 Our distributors are the famous retail stores of the city.
 Our price is very suitable as compared to our product, none of
which offer the same bundle of features, which gives us an edge
with price-conscious customers.

Weaknesses: -

Weakness include internal limitations that may interfere with a

company‘s ability to achieve its objectives.

 We have limited number of distribution channels.

 Limited investment
 No variety in the product.
 Poor brand awareness.

12
Opportunities: -

Opportunities are favorable factors or trends in the external

environment that the company may be able to exploit to its advantage.

 New distribution channels can be used

 New regions are yet to be explored in Pakistan.
 To explore international market.
 Product development will offer many new opportunities.

Threats: -

Current and emerging external factors may challenge the company’s

performance.

 The entrance of new competitors in the market.

 Substitute anti-aging creams are available in market.
 Existing companies like ponds have strong brand image in the
minds of customers.
 High custom duties on raw material import.
 High interest rates and taxes in country.
 Load shading.

13
 Objectives

Our main objectives are:

 Primary market objective is to achieve more than 20,000 tones of

sale.

 To capture 5% of the market share initially.

 To attract of our customers.

 To create interest among customers.

We will attain our objectives by strong marketing that includes heavy

advertisement TVC’s, hoardings, teaser’s etc. We will not compromise
on quality and try to satisfy our target customers. Although we have to
face loses in the beginning but we will maintain our Quality to capture
the market.

First Year Objectives: -

During the initial year in the market, our objectives are to build
awareness among customers about our soap, heavy expanses will be
made on advertising to attract the customers. We are aiming for a 5%
share of the market in the first year. Also work on reducing cost by at
least 5%.

Second year objective: -

Our second year objectives are to maintain heavy advertisement
to keep attracting new customers. Make our quality even better to earn
customers loyalty and to introduce new variety in anti-aging soap. We
are also to achieve a 7% of market share and to reduce cost by 10%.

14
 Issues

There are various issues that are to be tackled to launch our new
product, these issues include:

Economic condition:
Current economic conditions of our country are not satisfactory.
We are facing economic crisis due to our weak fiscal policy. This
situation will effect our attainment.

Competitive situation:
Competitive situation shows how much our competitors are
strong and we also analyze their 4P’s because without it no product
can be succeeded in market. The marketing strategies of competitor
are a big issue.

High bank rates:

Interest rates of our banking sector are very high which effects
the company’s financial matters and company is compel to borrow
high rates loans.

High Duties/taxes:

Our Government imposes high custom duty on raw materials. So

company purchase high cost imported raw material to provide high
quality products to the customers.

15
 Market Strategy

Market Segmentation: -

We have segmented the market on two basis:

 Demographic basis that is on the basis:

• Age - Above 35
• Income Level – 30,000 and above
• Gender - Females
• Social status – High middle class

 Geographical basis that include:

• Lahore
 Model Town
 Wapda Town
 Johar Town
 Wahdat Road
 Iqbal Town
 Gulberg
 Main Bulevard
 Garden Town
 M.M. Alam Road
 Defense
 Fortress Stadium

16
Market Targeting: -

We have used “Segmented marketing” while targeting our

customers.
Our target markets according to the demographics are:

 Middle aged women of more than 35 years age of higher middle

class. As our product removes wrinkles that are formed on the
skin of middle aged women.

Also geographically our target customers are:

 People residing in cities. Initially we are targeting customers in

Lahore.

17
Positioning: -

A positioning built on meaningful differences, supported by

appropriate strategy and implementation, can help the company build
competitive advantage.

We are positioning our product in the minds of people by our slogan

and our logo that reflects youth, as it makes the skin wrinkle free like
the skin of young people

Our positioning statement and logo is:

“Be Young Again”

18
Product: -

We are introducing a convenience product that is a high quality

anti-aging soap in the market with the name of “Joven anti aging
soap”. We are using “licensed branding”. Although there are
various substitute in the form of cream in the market but there is no
major competitor of our product.

Features:

Our product consists of the following features:

• The core benefit of our product is that it removes wrinkles

of skin.
• Additional benefits are that it makes the complexion fair.
• It cleanses the skin.
• Ideal for all skin types.
• Heals skin
• Tightens the skin pores
• Soften the skin
• Removes black heads

Joven will continue to set new trends as a true leader, creating

aspiration and exploring new expressions of beauty in future.
Building the Joven brand is an integral part of our product strategy. The
brand and logo will be displayed on the product and its packaging is
packed in attractive wrapper with different colors and designs.

19
Pricing strategy: -

Pricing is the most important factor in our marketing mix. Our

pricing strategy will be such that is fair to the customers, as our
objective is to attain customer loyalty.

Joven anti-aging soap is being introduced at a price of Rs. 110

including all taxes. Initially we are using “Value based pricing
approach” for the evaluation of price.

These prices reflect a strategy of:

1. Market penetration pricing.
2. Delivering maximum satisfaction by giving affordable price.

20
Distribution Strategy: -

At launching our product our channel strategy is to use

“Selective distribution” at different places and marketing through
well known stores and outlets within Lahore only, Including H.K.B, Al-
Fateh, Makro, Al-Raheem store, Victoria, and Grace Store. We will also
give special trade discounts for retailer that place volume order.

We are using “Indirect marketing channel” for the distribution of our

product which is a “Conventional distribution” channel. Our
marketing channel involves the following intermediaries:

The company will transport its goods to the retailer who will distribute
them to customers. They will also gather research information for us.

21
Marketing communication Process: -
Marketing communication is an integral part of product strategy.
We are entering the market with high advertisement of our product in
order to create a strong image of Joven soap in the mind of our target
customers.
We will set our total promotional budget on the “Objective and
Task method”. Our objective is to attract the customers towards our
product and we will use excessive advertising to achieve this goal.

We will use different advertising tools to advertise our product, which

include:

 T.V.C’s
 Teasers
 Hoardings
 Magazines
 Newspapers

We are using “Pull promotion mix strategy” to attract our customers

as we are new in the market.

 We will use City042 as our channel, as its coverage is in Lahore

and we are initially launching our product in Lahore. Our
commercial will be played after every 30 minutes on the
channel.
 In newspapers we are targeting Jang in Urdu news papers and
“Dawn” and “The News” in English news papers.
 We are also advertising on hoardings at various main spots in
Lahore.

22
 Marketing Research
Marketing research managers interact with customers to define
problems and identify the information needed to resolve them our
research manager designed research projects prepare questionnaires
and samples analysis data prepare reports and present their findings
and recommendations to management he must understand statistics
consumer behavior psychology and sociology.

Using research we are identifying the specific feature and benefits that
are target market segment values. Feedback from market tests surveys
and focused groups will help us to develop the Joven soap. We are also
measuring and analyzing customer, attitude towards competing brands
and products. Brand awareness research will help us to determine the
effectiveness and efficacy of our messages and media. Finally we will
use customer satisfaction studies to gauge market reaction.

Marketing Organization

23
 Action Program

All the programs are completed with the coordination of all the
departments of the company each and every department will take its
part in the grooming and producing activities of this product.
Production department participate its full part.
Finance department control the finance of the production. Like from the
purchases of the raw material to finishing product.
Purchasing department also took it part in the launch of the product.

The product is going to be introduced in the month of FEBRUARY. And

the following is the summary of the action program of what will happen
in the next six month, and how our organization will achieve its status
and objectives.

January: -
We will initiate an Rs 1,800,000/- for a trade sale promotions to
educate the people, general public and for the dealers and generate
excitement in the public for the product by initiating “Teaser
campaign”. And also for the advertisement we hire celebrities for the
sake of public relation strategies.

February: -
This is the month of our launching. In February we start
integrated print media, and TV commercials campaign, supported by
Hoardings, pylons and transit advertisement. The campaign will show
how many purposes Joven anti-aging soap have. This multi media
campaign will be huge to attract maximum customers. And our training
staff will work with sales personnel at major retail chains like HKB, AL
FATEH STORE, etc. for the benefits or organizations and competitive
advantages which was beneficial for our company.

24
March: -
This is the first month after release of our product. As the
multimedia advertising campaign continues, we will have a close look
at the sale of our product with continuous feedback from retailers. We
will also distribute new point of purchase display to support our
retailers. We will do more investment in distribution depending upon
the sale of our product.

April: -
In this month we will start taking feedback of our soap from our
customers by placing comments book in the distribution place. We will
hold the trade sales contest offering prizes for the sales persons and
retail organizations who sales the most Joven soaps in the market
during the period of one month. We will start working on the
introduction of new size of Joven soap. Also we will go for increased
advertising of our product.

May: -
In this month we will plan to launch our product in another city
that is Karachi. For this purpose we will start working at our plans of
launching. We will check the feasibility and analyze the market in
Karachi. We plan out to roll out a new national advertising campaign.
Also we will set stalls at different Universities in Lahore targeting
Lecturers and students at PhD. and M.phil level. We will analyze our
product to take it upto the expectations of our customers.

June: -
In this month we will conduct a huge function on Television in
that will feature various actresses as well as famous personalities of
Pakistan. We will contract with NADIA KHAN and MAHNOOR BALOCH as
brand ambassadors of our product. Also we will start Teaser campaign
in Karachi, and start negotiations with distributors over there. We also
arrange some stalls in the exhibitions which are going to be held in
LAHORE in this June at FORTRESS STADIUM. There we arrange some

25
games in which families contributed and win some gift hampers of the
Joven soap.

26
Target Sales/ month:

Future Additions:
• Anti-aging gel

• Anti-aging face mask

27
 Budgeting

Particulars Rs.

Investment 10,000,000/-

Cost per unit 48/-

Price 110 per unit/-

Expenses

Advertisement expenses 3500,000/-

Salaries & wages expenses 150,000/-

Manufacturing expenses 960,000/-

Packing expenses 40,000/-

Labeling & designing expenses 20,000 /-

Transportation 120,000/-

Distribution expenses 900,000/-

Estimated Profit in 1st six 600,000/-

months

28
29
 Budget Explanation

Joven has unique formula of anti aging. We are launching our

new product with the capital of Rs 10, 000,000/-. We set this budget
after analyzing the other anti aging brands of country. After the process
of budgets setting we are able to set the price of our soap which is Rs
110/piece.

Cost price of our product is Rs 48/- after including the taxes and
profits our customers will be able to buy our product just in Rs 110/-
This price is very affordable to the market of anti aging conscious
people. This price is lower than our competitors. Our Company is
providing a Quality anti aging soap in a reasonable price.

• Advertisement Expenses

Advertisement is the most important and effective tools for

launching a product in the market. So we set a heavy budget of Rs 35,
00,000/- for advertisement, which includes different ways of
advertisement includes;

 T.V.C’s
 Teasers
 Hoardings
 Magazines

• Salaries & Wages

Our Financial advisors calculate Salaries and wages of Rs

150,000/- for the 1stsith month plan. Which includes salaries of Staff
and wages of workers who works on daily basis

• Manufacturing expenses

Manufacturing expenses costs Rs 960, 000/- includes costs of

imported chemicals and other soap raw materials.

30
 • Packing expenses

We calculated our packing expenses in our 1st six month plan

for Rs 40,000/- which includes packing of soap in an attractive box
and in cartons for delivery at distribution channels.

• Labeling & designing expenses

Our labeling and designing department is making attractive

and beautiful designs of packing covers and soaps which cost us for Rs
40,000/- for our six months planning. This design of cover box and
shape of soap will attract our customers which ultimately benefits our
company.

• Transportation

Transportation expenses include the carriage of raw materials

from suppliers and delivery of inventory to the retailers. It cost us Rs
120,000/- which can easily fulfils needs of our transportation.

• Distribution expenses

We select the top stores and retailers of city for our distribution
includes

We also hires places and corners in metro an macro cash n carry

and in some public places like Airport, Daewoo terminal, women
universities etc. At there our representatives will sell our products and
defines the core benefits of our products to our customers. This whole
process of distribution will cost us Rs 900,000\- which is an enough
budget for distribution.

31
 Control

We are evaluating the results of marketing strategy and plan

through closely monitor quality and customer services satisfaction. Our
managers built public relations to anticipate problems with various
public, handle complaints, deal with media and built the cooperate
image.
After that we are able to react quickly and correctly any problem that
may occurs. We are also developing contingency plan to address fast
moving environmental changes such as new technology and new
competition in the market. For reviewing our plan we have to take
feedback from our customers, dealers, and retailers and after that we
diagnose that where the problem is and solve this problem with the
proper solution and planning.
We will keep continues check on the cost of our product. And will
continuously research to analyze the market to maintain low cost
against our competitors.

32
 Questionnaire

1. What is your age?

• 25-30
• 30-35
• 35 +

2. Are you married?

• Yes
• No

3. Which current anti aging product you are using?

• Garnier
• Ponds
• Olay

4. Are you satisfied with quality?

• Yes
• No

5. Why you choose your current anti aging product?

• Tv’s
• Doctors Advise
• Through friend

6. How’s our soap fragrance?

33
 • Good
• Average
• Excellent

7. Can our soap meet your expectations?

• Yes
• No
• Can’t say

8. How is the price of our soap?

• low
• High
• Affordable
•

9. Suggestions about our product.

10. Comments to improve our product.

34
 “References”

MissTabinda Islam

“Introduction to Marketing” by Philip and Kotler

• www.google.com
• www.pakistaneconomist.com
• www.pond’s.com
• www.olay.com
• www.garnier.com

35