Star Soap MID TERM Project of Marketing Channel

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Submitted To:
MR. Mohammad Ali
Submitted By: Arslan Ahmed 10375
Shahid Anjum 10370
Khawar Jalal 10377

Shakeel Shahzad 10371
Hassan Farooq 10372
Ibrar Sohail 10366
MBA (3rd Semester)
SUPERIOR UNIVERSITY
Suggestions & Feedback: Feedbacks@Starsoap.com STAR SOAP

Secret of Men Whiteness
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STAR SOAP COMPANY
INTRODUCTION
Star soap co. had been established in 2010 in Lahore by Mr. Arslan
Ahmed In the year of 2010 in the month of January, he felt a great need
forgetter infrastructure of white soap for whiteness purpose boom in his
country. So he decided to launch Star SOAP.
In the earlier stages, it only worked in Lahore Pakistan successfully, but

as time passes, Mr. Arslan with the consultation of his Directors of the
company agreed that Pakistan is Worlds best place at that time for STAR
SOAP Boom.
So now STAR SOAP is in Pakistan since January 2010. It is working in

almost all the cities of Pakistan with best available packages and
services.
EXECUTIVE SUMMARY
The following marketing plan forms the basis for the introduction of an
innovative new product by the SIX-STAR Company. The analysis allows us
to outline the best strategies to follow for achievement of the company’s
strategic goals. “STAR WHITENING SOAP” for Men will be marketed as a
unique functional whitening soap for men while striving to reinforce the
company’s status as the leader in innovation and successful product
launches. The marketing strategies will enable to reach a market size of
an estimated 332,603 people (targeted) with a forecasted sales growth
prospect 8.3% over the next 4 years (Rs. 1995618 profits), while
satisfying the needs of the still-unserved market shares within this
market, while strategically carrying the company up to the top spot as
the market leader in the functional whitening soaps segment of soaps.
COMPANY’S MISSION
“We are here to provide complete satisfaction to Men which are sensitive
to their skin color and want to improve their skin color”.
COMPANY OBJECTIVES
TRUST OF THE CUSTOMER ON OWN SERVICES IS the pride of the STAR

SOAP. We always tried to arrange best possible services to our customer
which any other company does not offer. We really value the customer. A

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right word is customer have the status of order perception is that we are
contribution in the whiteness progress of Pakistan. We will be all the time
with Pakistan this process as our motto is
“All time Whiteness”
Add some Spice to your soap!
Make the soap beautiful! This stuff makes GREAT gifts! People love it!
Unit Price Qty.
52 PKR consumer price inclusive of all taxes of 125gm soap
PRICING:
Price of 125gm Soap
Price = 37.45 + 6.00
= 43.45
Consumer price= Rs.43.45 +Rs. 8.55 = Rs. 52
Division of cost price Rs.37.45
 Personal selling expenses = Rs.5.0

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 Packaging = Rs.6.0
 Distribution = Rs.8.3
 Promotion = Rs.7.0
 Advertisement =Rs.11.15
An Easy Soap recipe!
This should be a soap specially designed for a men hard skin.
How to make it:

1. If using bars of soap, cut into three pieces. If using purchased glycerin
blocks, cut off 2-3 pre-measured chunks.
2. Put glycerin soap into a measuring cup, microwave according to
package directions (or 20 seconds), then in 10-second intervals until
melted.
3. If you want colors, this is the time to add the dye. Add a few drops
and stir with a spoon. If you want the color darker, simply add more
dye. If you want fragrance add fragrance oil. If you want a 'scrubbing
side' to your soap add sand or crushed nuts. If you want healthy soap
add aloe or olive oil now!
–Slowly pour the liquid soap into the mold. Set aside to harden for 45
minutes to an hour. Some soap may harden sooner than others.
4. Rinse out measuring cup and repeat process for other colors.
5. After soap has cooled completely, pop them out of the molds. If you
find this difficult, you can place the soap into the freezer for ten
minutes and try again.
Tips:
• For a tie dye effect, don't add dye until after you have poured white
soap into the molds. Add random drops of dye into white soap in mold
and swirl with a coffee stick or toothpick.

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• For multicolor layers, pour the first color in and allow it to cool enough
to form a skin (about 5 minutes). Carefully and very slowly add the
second color over that.
• For pastel shades, add only a couple drops of dye. For more bold
colors, add more drops.
• Make your own colors by mixing the dyes, or create a tie dye effect by
using two or more colors instead of just one.
Have fun with it! That’s what life is about discovering and inventing!
MARKET SEGMENTATION
INTRODUCTION: What we are seeing here is that within the some

general market there are groups or customers __marker segments __ with
different wants, buying preferences, of product-use behavior. In some
markets these differences are relatively minor, and the benefits sought
by consumers can be satisfied with a single marketing mix. In other
markets, some customers are unwilling to make the compromises
necessitated by a single marketing mix. As a result, the segments must
be targeted individually with different marketing mixes. A specific market
segment (people or organizations) for which the seller designs a
particular marketing mix is a target market. Using the marketing mix, a
firm attempts to attractive position for offering in the minds of the target
market.

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SEGMENTATION The variation in customers’ responses to a

marketing mix can be traced to differences in buying habits, in ways in
which the good or services is used, or in motives for buying. Customer
oriented marketers take these differences into considerations, but they
usually cannot afford to design a different marketing mix for every
customer. Consequently, most marketers operate between the extremes
of one marketing mix for all and a different one for each customer. To do
so involves market segmentation. A process of dividing the total market
for a good or service into several smaller, internally homogeneous
groups. The essence of segmentation is that the members of each group
are similar with respect to the factors that influence demand. A major
element in a company’s success is the ability to segment its market
effectively. Segmentation, Targeting, and Positioning

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Segmentation, targeting, and positioning together comprise a three
stage process. We first (1) determine which kinds of customers exist,
then (2) select which ones we are best off trying to serve and, finally, (3)
implement our segmentation by optimizing our products/services for that
segment and communicating that we have made the choice to distinguish
ourselves that way.
Segmentation involves finding out what kinds of consumers with different

needs exist. In the auto market, for example, some consumers demand
speed and performance, while others are much more concerned about
roominess and safety. In general, it holds true that “You can’t be all
things to all people,” and experience has demonstrated that firms that
specialize in meeting the needs of one group of consumers over another
tend to be more profitable.
MARKETING SEGMENTATION: Dividing a market into distinct

groups of users with different needs, characteristic, or behavior who
might require separate products or marketing mixes.
Dividing a market into distinct group of buyers with different needs,
characteristics and behavior who might require separate product or
marketing mix. The company identifies different way to segment the
market and develops profiles of the resulting market segments.

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MARKET TARGETING: The second step is market targeting –
evaluating each markets segment’s attractiveness and selecting one or
more of the market segments to enter.
The process of evaluating each market segment’s attractiveness
and selecting one or more segments to enter.

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MARKET POSITIONING: The third step is market positioning –

setting the competitive positioning for the product and creating a
detailed marketing mix. Formulating competitive positioning for a product
and a detailed marketing mix
STEPS IN MARKET SEGMENTATION,

TARGETING AND POSITIONING
6. Develop marketing mix for each

target segment
5. Develop positioning for each

target segment Market
Positioning

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4. Select the target segments
Market Targeting
3. Develop measures of segment
attractiveness
Market
Segmentation
2. Develop profiles of resulting
segments
1. Identify bases for segmenting the

market
BENEFITS OF MARKET SEGMENTATION
Market segmentation is customer-oriented, and thus it is consistent

with the marketing concept. In segmenting, we first identify the wanes of
customers within a submarket and then decide if it is practical to develop
a marketing mix to satisfy those wants.
By tailoring marketing programs to individual market segments,

and company can do a better marketing fob and make more efficient use
of its marketing resources. Market segmentation is customer-oriented,
and thus it is consistent with the marketing concept. In segmenting, we
first identify the wants of customers within a submarket and then decide
if it is practical to develop a marketing mix to satisfy those wants.
BENEFIT SEGMENTATION: Dividing the market into groups

according to the different benefits that consumers seed from the product.
○ BENEFIT SOUGHT
○ USER STATUS

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○ USAGE RATE
○ LOYALTY STATUS
BENEFIT SOUGHT: A powerful form of segmentation is to group

buyers according to the different benefits that they seed from the
product. Benefit segmentation requires finding the major benefits
people look for in the product class, the kinds of people who look for each
benefit, and the major brands that deliver each befit.
USER STATUS: Markets can be segmented into groups of nonusers,
ex-users, potential users, first-time users, and regular users of a product.
A company’s market position also influences its focus. Market share
leaders focus on attracting potential users, whereas smaller firms focus
on attracting current users away from the market leader.
USAGE RATE: Markets can also be segmented into light, medium,

and heavy product users. Heavy users are often a small percentage of
the market but account for a high percentage of total consumption.
LOYALTY STATUS: A market can also be segmented by consumer

loyalty. Consumers can be loyal to brands (Tide), stores (Wal-Mart), and
companies (Ford). Buyers can be divided into groups according to their
degree of loyalty. Some consumers are completely loyal __ they buy one
brand all the time. Others are somewhat loyal __ they are loyal to two or
three brands of a given product or favor one brand while sometimes
buying others. Still other buyers show no loyalty to and brand. They
either want something different each time they buy or they buy
whatever’s on sale.

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THE PROCESS, OF MARKET

SEGMENTATION
Markets are sometimes segmented intuitively; that is, a marketer

relies on experience and judgment to make a decision about the
segments that exist in a market and how much potential each offers.
Others follow the lead of competitors perience and fa marketer relies on
experience and fudgment ant something different each time they buy or
earlier market entrants.
1. IDENTIFY THE CURRENT AND POTENTIAL WANTS

THAT EXIST WITHIN A MARKET: The marketer carefully
examines the market to determine the specific needs being satisfied by
current offerings, the needs current offerings fail to adequately satisfy,
and the needs that may not yet be recognized. This step may involve
interviewing and/or observing consumers or firms to determine their
behavior, levels of satisfaction, and frustration.
2. IDENTIFY CHARACTERISTICS THAT DISTINGUISH
AMONG THE SEGMENTS: In this step the focus is on what
prospects who share a particular want have in common to distinguish
them from other segments in the market that have different wants.
Among business firms it could be a physical feature (like size or location).
Among consumers it might be an attitude or a behavior pattern. From the
results of this step, potential marketing mixes (including product ideas)
for the various segments can be geed. These alternatives can then be
further analyzed.

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3. Determine the size of the segments and how well
they are being satisfied: The final step is to estimate how much
demand (or potential sales) each segment rep- resents and the strength
of the competition. These forecasts will determine which segments are
worth pursuing. American Express launched an internet banking service
that allows customers to make deposits, purchase certificates of deposit,
and pay bills online. Despite the fact that online competition from
conventional banks and other credit card companies is fierce, American
Express’ existing cardholders make up an attractive initial market
segment.
LEVELS OF MARKETING SEGMENTATION
Because buyers have unique needs and wants, each buyer is

potentially a separate market. Ideally, then, a seller might design a
separate marketing program for each buyer. However, although some
companies attempt to serve buyers individually, many others face larger
numbers of smaller buyers and do not find complete segmentation
worthwhile. Instead, they look for broader classes of buyers who differ in
their product needs or buying response. Thus, market segmentation can
be carried out at many different levels.
DIAGRAM OF COMPLETE SEGMENTATION

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MASS MARKETING: Companies have not always practiced target

marketing. In fact, for most of the twentieth century, major consumer
products companies held fast to mass marketing __ mass producing,
mass distributing, and mass promoting about the same product in about
the same way to all consumers. Henry Ford epitomized this marketing
strategy when he offered the Model T Ford to all buyers; they could have
the car “in any color as long as it is black”. Similarly, Coca Cola at one
time produced only one drink for the whole market, hoping it would
appeal to everyone.
The traditional argument for mass marketing is that it creates the
largest potential market, which leads to the lowest costs, which in turn
can translate into either lower prices or higher margins.
SEGMENT MARKETING: Isolating broad segments that make up a

market and adapting the marketing to match the needs of one or more

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segments. A company that practices segment marketing recognizes
that buyers differ in their needs, perceptions, and buying behaviors.
Segment marketing offers several benefits over mass marketing.

The company can market more efficiently, targeting its products or
services, channels, and communications programs toward only
consumers that it can serve best. The company can also market more
effectively by fine-tuning its products, prices, and programs to the needs
of carefully defined segments. The company may face fewer compete-
tours if fewer competitors are focusing on this market segment.
NICHE MARKETING: Focusing on sub segments or niches with

distinctive traits that may seek a special combination of benefits.
Market segments are normally large identifiable groups within a market
__ for example, luxury car buyers, performance car buyers, utility car
buyers, and economy car buyers. Niche marketing or inching focuses on
subgroups within these segments. A niche is a more narrowly defined
group, usually identified by dividing a segment into sub segments or by
defining a group with a distinctive set of traits who may seek a special
combination of benefits.
Whereas segments are fairly large and normally attract several
competitors, niches are smaller and normally attract only one or a few
competitors.
LOCAL MARKETING: Tailoring brand and promotions to the needs

and wants of local customer groups. Local marketing involves tailoring
brands and promotions to the need and wants of local customer groups –
cities, neighborhoods, and even specific stores. Thus, retailers such as

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Sears and Wal-Mart routinely customize each stores merchandise and
promotions to match its specific clientele, and Citibank provides different
mixes of banking services in its branches depending on neighborhood
demographics. Kraft helps supermarket chains identify the specific
cheese assortments and shelf positioning that will optimize cheese sales
in low income, middle income, and high income stores, and in different
ethnic communities.
INDIVIDUAL MARKETING: Tailoring products and marketing

programs to the needs and preferences of individual customer __ also
labeled markets of one marketing, customized marketing.
BASES FOR SEGMENTING CONSUMER

MARKETING
There is no single way to segment a market. A marketer has to try
different segmentation variables, alone and in combination, to find the
best way to view the market structure. Table outlines the major variables
that might be used in segmenting consumer markets. Here we look at the
major geographic, demographic, psychographic, and behavioral
variables.
We will discuss four bases for segmenting consumer markets that are
used separately or in combination
○ GEOGRAPHIC
○ DEMOGRAPHIC
○ PSYCHOGRAPHIC

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○ BEHAVIORAL
TABLE MAJOR SEGMENTATION VARIABLES FOR
CONSUMER MARKETS.
GEOGRAPHC
World North America, Western Europe, Middle East, Pacific Rim,
region or China, India, Canada, Mexico
County
Country Pacific, Mountain, West North Central, Wet South Central, East
region North Central, East South Central, South Atlantic, Middle
Atlantic, New England.
City or Under 5,000; 5,00 – 20,000; 20,000 – 50,000 – 100,000;
metro 100,000 – 250,000; 250,000 – 500,000;
Size 500,000 – 1,000,000; 1,000,000 – 4,000,000; 4,000,000 or
over
Density Urban, suburban, rural
Climate Northern, Southern
DEMOGRAPHIC
Age 15-19, 20-34, 35-49, 50-64, 65+
Gender Male
Family 1-2, 3-4, 5+
size
Cycle Older, married with children; older, married, no children under

18; older, single; other
Income Under $ 10,000; $ 10,000-20,000; $20,000-$30,000; $30,000-
$50,000; $50,000-$100,000; $100,000 and over
Occupatio Professional and technical; managers, officials, and proprietors; clerical,
sales; craftspeople; foremen; operatives; farmers; retired; students;
n
homemakers; unemployed
Education high school graduate; some college; college graduate
Religion Catholic, Protestant, Jewish, Muslim, Hindu, other
Race Asian, Hispanic, black, white
Nationalit North American, South American, British, French, German,
y Italian, Japanese
PSYCHOGRAPHIC

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Social upper lowers, working class, middle class, upper middles,
class lower uppers, upper uppers
Lifestyle Achievers, strivers, strugglers
Personalit Compulsive, gregarious, authoritarian, ambitious
y
BEHAVIOAL
Occasions Regular occasion, special occasion
Benefits Quality, service, economy, convenience
User Nonuser, ex-user, potential user, first-time user, regular user
status
Usage Light user, medium user, heavy user
rate
Loyalty None, medium, strong, absolute
status
Readiness Unaware, aware, Informed, interested, desirous, intending to
buy
Stage
Attitude Enthusiastic, positive, indifferent, negative, hostile
toward
Product
GEOGRAPHIC SEGMENT: Dividing a market into different

geographical units such as nations, states, regions, counties, cities, or
neighborhoods.
DEMOGRAPHIC SEGMENTATION: Dividing the market into

groups based on demographic variables such as age, sex, family size
family life cycle, income, occupation, education, religion, race, and
nationally
✔ AGE AND LIFE-CYCLE SEGMENTATION

○ Dividing a market into different age and life-cycle groups

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✔ GENDER SEGMENTATION
○ Dividing a market into different groups based on
✔ INCOME SEGMENTATION
○ Dividing a market into different income groups
PSYCHOGRAPHIC SEGMENTATION: Dividing a market into

different groups based on social class, lifestyle, or personality
characteristics.
BEHAVIORAL SEGMENTATION: Dividing a market into groups

based on consumer knowledge, attitude, use, or response to a product.
OCCASION SEGMENTATION: Dividing the market into groups

according to occasions when buyers get the idea to buy, actually make
their purchase, or use the purchased item.
SEGMENTING BUSINESS MARKETS
Even though the number of buyers in a business market may be

relatively few com- pared to a consumer market, segmentation remains
important. The reason is quite simple a highly focused marketing effort
directed at meeting the specific needs of a group of similar customers is
both more efficient and more likely to be successful.
SEGMENTATION BASES FOR BUSINESS MARKET

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Segmentation Bases Possible Market Segments
Customer Location
➢ Region South East Asia, Central America,
➢ Location Upper Midwest, Atlantic Seaboard
Single buying site, multiple buying
sites.
Customer Type
➢ Industry Selected NAICS Codes
➢ Size Sales Volume, Number of
➢ Organization Structure Employees
Centralized or Decentralized,
➢ Purchase Criteria Group or Individual Decision
Quality , Price, Durability, Lead
Time
Transaction Condition
➢ Buying Situation Straight Rebury, Modified Rebury,
➢ Usage Rate New Buy
➢ Purchasing Procedure Nonuser, Light Users, or High
➢ Order Size Users
➢ Service Requirements Small, Medium or Large
Light, Moderate or Heavy
CUSTOMER LOCATION: Business markets are frequently

segmented on a geographic basis. Some industries are geographically
concentrated. For example, businesses that process natural resources
locate close to the source to minimize shipping costs. Other industries are
geographically concentrated simply because newer firms either spun off
from of chose to locate near the industry pioneers.

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Companies also segment international markets geographically. In
considering developing countries, for example, a firm might consider the
reliability of public utilities, the quality of the transportation system, and
the sophistication of the distribution structure in deciding where to
expand its operation.
CUSTOMER TYPE
Customer Types includes the following:
○ INDUSTRY
○ SIZE
○ ORGANIZATIONAL STRUCTURE
○ PURCHASE CRITERIA
TARGET-MARKET STRATEGIES: After a company has

segmented a market, management must next select one or more
segments as its target markets.
TARGET MARKET: A set of buyers sharing common needs or

characteristics that the company decides to serve

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THE COMPANY CAN FOLLOW ONE OF THREE

STRATEGIES:
○ UNDIFFERENTIATED MARKETING
○ DIFFERENTIATED MARKETING
○ CONCENTRATED MARKETING
UNDIFFERENTIATED MARKETING: A market-coverage

strategy in which a firm decides to ignore market segment differences
and go after the whole market with one offends. By adopting a market-

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aggregation strategy-also known as a mass-market strategy or an
undifferentiated-market strategy__ a seller treats its total market as a
single segment. An, aggregate market’s members are considered to be
alike with respect to demand for the product.
DIFFERENTIATED MARKETING: A market-coverage strategy in

which a firm decides to target several market segments and designs
separate offers for each. Under a multiple-segment strategy, two or more
different groups of potential customers are identified as target markets. A
separate marketing mix is developed to reach each targeted segment.
For example, the maker of Bayer aspirin offers seven variations of its pain
relief product, each with its own marketing program. In a multiple
segment strategy.
A multiple-segment strategy normally results in a greater sales
volume than a single-segment strategy. It also is useful for a company
facing seasonal demand.
CONCENTRATED MARKETING: A market coverage strategy in

which a firm goes after a large share of one or if you submarket.
A single-segment strategy, also called a concentration strategy,
involves selecting one segment from within the total market as the target
market. One marketing mix is developed to reach this single segment. A
company may want to concentrate on a sin- glue market segment rather
than take on many competitors in the broader market.

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A. Undifferentiated Market
Company Marketing
Mix 1
Segment 1
Company Marketing Segment 2
Mix 2
Company Marketing Segment 3
Mix 3
B. Differentiated Market
Company Segment 1
Marketing
Segment 2
Mix
Segment 3
C. Concentrated Market
Company Market
Marketing
Mix

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MACHINES USED IN SOAP MANUFACTURING

These are the machines which are used in product development of health
Soap. This machine is known as stamper-

mazzoni-duplo-pq.
This machine is known as Roll-mill-bulhre-

pq.
This machine is known as

plodder_mazzoni_dtm300_4024_pq.

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This machine is known as atomizer_mazzoni_pq.
This machine is known

as cutter_mazzoni_tva_pq.
This machine is known as logoimj.
This machine is known as vacuum_pump_pq.

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BRANDS
The word brand is comprehensive; it encompasses other narrower terms.

A brand is a name and /or mark interned to identify the product of one
seller or group of sellers and to differentiate the product from competing
products. Brand is also used, not really correctly, to refer to a specific
product, as in “sales of the brand.
REASONS FOR BRANDING: For consumers, brands make it

easy to identify goods or services. They aid shoppers in moving quickly
through a supermarket, discount outlet, or other retail store an in making
purchase decisions. Brands also help assure consumers that they will get
consistent quality when they reorder.

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LABELING
A label is the part of a product that carries information about the product
and the seller. A label may be part of a package, or it may be a tag
attached to the producer. Obviously there is a close relationship among
labeling, packaging, and branding.
QUALITY: There’s no agreement on a definition of product quality,

even though it is universally recognized as significant. One professional
society defines product quality as the set of features and characteristics
of a good or service that determines its ability to satisfy needs. Despite
what appears to be a straightforward definition, consumers frequently
disagree on what constitutes quality in a product whether it be a cut of
meat or a performance by a rock musician. Personal tastes are deeply
involved; what you like, another person may dislike. It is important to
recognize, therefore, that quality like beauty is to a large extent in the
eyes of the beholder.
PRICE
Price is the amount of money and other items with utility needed to
acquire a product. Recall that utility is an attribute with the potential to
satisfy wants.

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PROFIT ORIENTED GOALS
Profit goals may be set for the short or long term. A company may select
one to two profit-oriented goals for its pricing policy.
SALES ORIENTED GOALS

In some companies, managements’ pricing is focused on sales volume.
The pricing goal may be to increase sales volume or to maintain or
increase the firm’s market share.
CHANNEL OF DISTRIBUTION
“A distribution channel consists of the set of people and firms involved in
the transfer of title to a product as the product moves from producer to
ultimate consumer or user.”
Basic principles of relationship between dealer and
caterpillar
○ DEALER PROFITABILITY
○ EXTRAORDINARY DEALER SUPPORT
○ COMMUNICATION
○ DEALER PERFORMANCE
○ PERSONAL RELATIONSHIPS

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WHOLESALING
“All activities involved in selling goods and services to those buying for
resale or business use.”
A retailer bakery is engaged in wholesaling when it sells
pastry to the local hotel. We call wholesalers those firms engaged
primarily in wholesaling activities.
WHOLESALER: “A firm engaged primarily in wholesaling activity”
Wholesalers buy mostly from producers and sell mostly to retailers,

industrial consumer, and other wholesalers. But why are wholesalers
used at all? For example, why would a producer use wholesaler rather
than selling directly to retailers or consumer? Quite simply, wholesalers
are often better at performing one or more of the following

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PROMOTION METHODS: Promotion, to whomever it is directed, is

an attempt to influence. There are four forms of promotion which are
given as under:
○ PERSONAL SELLING
○ ADVERTISING
○ SALES PROMOTION
○ PUBLIC RELATIONS

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PUSH VS. PULL STRATEGY

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“A PROMOTION PROGRAM AIMED

PRIMARILY AT MIDDLEMAN IS
CALLED A PUSH STRATEGY, AND A
PROMOTION PROGRAM DIRECTED
PRIMARILY AT END-USER IS CALLED
A PULL STRATEGY”.
✔ Push through communications target channel intermediaries to

motivate them to become more aggressive in customer
communications. The overall objective is to increase reseller
support and market coverage.
PRODUCT LIFE CYCLE IN RESPECT TO THE TECHNOLOGY

LIFE CYCLE: As a new technology matures so is the product or service
that uses this technology.

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The change that occurs during a technology life cycle has a unique
reflection on the customers and so on the product life cycle.
In the early days of a new technology, early adopters and technology
enthusiasts drive a market since they demand just technology. This drive
and demand is translated as the introduction phase of a new product by
many companies. As technologies grow sold, customers become more
conservative and demand quick solutions and convenience. In this case a
product usually enters in the realm of its growth and as time passes its
maturity.

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“MARKETING IS THE PROCESS

OF PLANNING AND EXECUTING
THE CONCEPTION, PRICING,
PROMOTION AND DISTRIBUTION
OF IDEAS, GOODS, AND
SERVICES TO CREATE
EXCHANGES THAT SATISFY
INDIVIDUAL ORGANIZATIONAL
OBJECTIVES.”
The “AIDAS” model can illustrate this buying process:
○ ATTENTION
○ INTEREST
○ DESIRE
○ ACTION

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○ SATISFACTION
The message content should include a unique selling proposition (USP),

i.e. a benefit, motivation, identification etc. that appeals to the audience.
PERSONAL SELLING & SALES

MANAGEMENT

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○ .
“CUSTOMERS COME TO
THE SALES PEOPLE
SALES FORCE GOES TO
THE CUSTOMERS”
✔ INSIDE SELLING:
○ ACROSS-THE-COUNTER
○ PHONE-IN ORDERS
○ PRIMARILY
○ RETAIL STORE SELLING
○ IN-PERSON
○ SALES CALLS
○ INSIDE SALES PEOPLE
○ CONTACT BY MAIL
○ TELEMARKETING

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PRIMARILY PRODUCERS AND
WHOLESALING
MIDDLEMEN SELLING TO BUSINESS
USERS, BUT ALSO
SOME: PRODUCERS HOUSEHOLD
CONSUMERS RETAILERS HOUSEHOL
D CONSUMERS
NOT-FOR-PROFIT BUSINESS USERS
ORGANIZATIONS HOUSEHOLD
SALES FORCE MANAGEMENT

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✔ Effective sales force management starts with a qualified sales
manager.
✔ The tasks that take up the bulk of sales executives’ time include:
○ RECRUITMENT AND SELECTION (MATCH CANDIDATES WITH

YOUR NEEDS)
○ ASSIMILATION AND TRAINING
○ MOTIVATION
○ COMPENSATION
○ SUPERVISION
○ PERFORMANCE EVALUATION
EFFECTIVENESS OF PUBLICITY
The theory any press is good press has been coined to describe situations
where bad behavior by people involved with an organization or brand has
actually resulted in positive results, due to the fame and press coverage
accrued by such events.
One example would be the Australian Tourism Board's "So where the
Bloody Hell is you?" Advertising Campaign that was initially banned in the
UK, but the amount of publicity this generated resulted in the official
website for the campaign being swamped with requests to see the
banned ads
The popular sitcom, Married... with Children, achieved skyrocketing

ratings after moralist Terry Ricotta attempted to have it removed from
the air.

| 48
BENEFITS OF PUBLICITY ARE AS FOLLOWS:
○ Lower cost
○ Increased attention
○ More information
○ Timeliness
○ Publicity has limitations:
○ Loss of control over the message
○ Limited exposure
○ Publicity is not free


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|1

Shahid Anjum 10370

Khawar Jalal 10377

MBA (3rd Semester)

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STAR SOAP COMPANY

In the earlier stages, it only worked in Lahore Pakistan successfully, but

So now STAR SOAP is in Pakistan since January 2010. It is working in

TRUST OF THE CUSTOMER ON OWN SERVICES IS the pride of the STAR

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Add some Spice to your soap!

Unit Price Qty.

52 PKR consumer price inclusive of all taxes of 125gm soap

Price of 125gm Soap

Price = 37.45 + 6.00

Consumer price= Rs.43.45 +Rs. 8.55 = Rs. 52

Division of cost price Rs.37.45

 Personal selling expenses = Rs.5.0

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An Easy Soap recipe!

This should be a soap specially designed for a men hard skin.

How to make it:

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INTRODUCTION: What we are seeing here is that within the some

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SEGMENTATION The variation in customers’ responses to a

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Segmentation involves finding out what kinds of consumers with different

MARKETING SEGMENTATION: Dividing a market into distinct

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MARKET POSITIONING: The third step is market positioning –

STEPS IN MARKET SEGMENTATION,

6. Develop marketing mix for each

5. Develop positioning for each

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1. Identify bases for segmenting the

BENEFITS OF MARKET SEGMENTATION

Market segmentation is customer-oriented, and thus it is consistent

By tailoring marketing programs to individual market segments,

BENEFIT SEGMENTATION: Dividing the market into groups

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BENEFIT SOUGHT: A powerful form of segmentation is to group

USAGE RATE: Markets can also be segmented into light, medium,

LOYALTY STATUS: A market can also be segmented by consumer

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THE PROCESS, OF MARKET

Markets are sometimes segmented intuitively; that is, a marketer

1. IDENTIFY THE CURRENT AND POTENTIAL WANTS

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LEVELS OF MARKETING SEGMENTATION

Because buyers have unique needs and wants, each buyer is

DIAGRAM OF COMPLETE SEGMENTATION

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MASS MARKETING: Companies have not always practiced target

SEGMENT MARKETING: Isolating broad segments that make up a

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Segment marketing offers several benefits over mass marketing.

NICHE MARKETING: Focusing on sub segments or niches with

LOCAL MARKETING: Tailoring brand and promotions to the needs

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INDIVIDUAL MARKETING: Tailoring products and marketing

BASES FOR SEGMENTING CONSUMER