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SOAP
PROJECT REPORT
Submitted by:
Husna Amaze Khan (Group leader)
Bushra Alam Khan
Masood Mehmood Khokhar
Muhammad Yousuf
Usama Ali Khan
Minhaj Mansoor Ali
Jahanzaib Saleem
Submitted To:
Mr. Syed Faisal Abbas
Subject:
Business Communication
ACKNOWLEDGMENT
EXECUTIVE SUMMARY
Brand Name
Introduction
Mission Statement
MARKET SEGMENTATION
Demographics
Psychographics
MARKETING MIX
Place/Location
Promotion
Pricing
NAME OF THE BRAND:
Silk
INTRODUCTION:
The company was established in August 1952, it deals in FMCG products which
contains the following:
1- Hand wash
2- Dish wash
3- Soaps
4- Tissues
5- Air freshener
6- Insecticides
7- Detergent powder.
It has a wide distribution channel all over Pakistan. And the availability of the
product is all over the Pakistan from the retail shops to all the big marts. This
company not only deals with FMCG products but also has a business of yarn, cloth
and raw material.
MISSION STATEMENT:
Message from C.E.O, MR. AMIR ABDULLAH ZAKI
Promises and Commitments!
We aim for excellence, and constantly challenge ourselves and our methods.
Silk soap has 6 variants with different fragrances, for all skin types.
MARKET SEGMENTATION
Demographics:
Age: Not specific
Gender: Female
Psychographics:
Upper class
Middle class
Lower class
MARKETING MIX
PLACE/LOCATION:
We have placed this product taking from small retail shops to all the big marts. Its
availability is easily accessible across Pakistan
Advertising Media:
Type of Media:
Major media types:
• TV
• Newspaper
• BTL activity and posters
ATL Activity:
Our advertising strategy, was to focus those channels which are widely seen in the
market for the first like GEO, METRO ONE and also placed bill boards and was
also been advertised in the news papers.
BTL Activity:
We also did in the main cities of Pakistan where the people can easily approach to
the company members for their better assistance and to build relationships with the
consumer not even this officials of the company’s were specially assigned to
entertain the consumer we also provided the offers of buy one get one free during
the activities not only this we put GONDOLAS everywhere in all the super
markets possible.
We mean to start our outdoor activities by firstly using door to door advertising,
getting our people to send in and drop flyers and banners into letter boxes and
letting people know about our product.
Schemes:
We introduced schemes for the people of rural areas and from where we got a good
response of the consumers not only this.
PRICING:
The pricing has been done by considering the trade price including all the taxes
and later the prices of the silk products are for the open market which means the
selling of the product will be on certain price and later it depends on the retailer
how much he earns profit on it. Normally the retailing price of the company is
Rs.35 to Rs. 42 which is to be changed on an annual basis as per the terms of the
company. Depending upon the profit to be earned from the market.
FEEDBACK:
We hire shelf promoters in every known mart of every city where they ask
customers to fill out the form asking about the quality product and whenever the
exhibition is organized, representatives of the company directly talk to the
customers and take their reviews about Silk’s product.
On the basis of which it been identify the actual position and later it’s been
discussed in the annual meeting of the organization.
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