BUSINESS PROJECT

Zapotol Corporation

Allenora Shampoo

A Project submitted to the department of Management Sciences

University of Education, Okara campus

I n partial fulfillment of the requirement for the degree of BBA(Hons)

Abu Talha

BBA (Hons) 2013-2017

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 Chapter: 1

Introduction of Shampoo word

 Did you know, that the word Shampoo is derived from the Hindi word “Champi”.

 The British loved the massage so much, they started calling Champi as Shampoo

1.1 History:

• Lever brothers is founded by

• William hesketh lever in 1890

• Key player in food & household product industry

• Historically grew through acquisitions

1.2 Introduction of Unilever:

Lever brothers, the old name of unilever changed into unilever after the merger of lever
brothers and margarine unine in 1930

Unilever is a multinational company

It is one of the largest consumer goods companies in the world

Its brands are on sale in 151 countries

1.3 Introduction of sun silk:

Sun silk was launched in the UK in 1954, and by 1959 it was available in 18 different
counteries worldwide. At the time, Sun silk had an advantage over other shampoos in the
market as it only needed one application, and so meant washing less natural oils from the
hair. Sun silk cream shampoo for dry hair was launched in 1956.

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1.4 Introduction Head and shoulder:

Procter & Gamble researchers started making an anti-dandruff shampoo in 1950 Nearly a decade
of research went into making a new formula,] which introduced Pyrithione zinc into the
shampoo. It was first introduced to the U.S. market in November 1961 as a blue-green shampoo
formula. There are now nine different Head & Shoulders varieties for varying hair types, and the
formula has since changed color to white.

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1.5 Introduction:

ZAPOTOL corporation is established in January 2016.This company’s first product is shampoo

and this shampoo will be distribute in PAKISTAN.ALLENORA means “beauty” Shampoo is
very important everyone use shampoo on daily basis .Both gender can use this shampoo ,but
basically this product is for women. There will be three size of bottle 100 ml, 200 ml and 400 we
also give sachet packet to the consumer because this will easy to carry out. Our plan to become a
strong brand of shampoo in 5 years.

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 Chapter: 2

Executive summary

2.1 The Market:

Zapotol will be participating in an exciting, growing market. Shampoos have seen explosive
growth in Pakistan. A recent survey indicate that 70% people use the shampoo is Pakistan. T.v
coverage help to increase the sale of shampoo, and growth of shampoo.

2.2 The organization:

Allenora shampoo is founded on the idea that maintaining customers is essential to the financial
health of the organization. With this in mind, Zapotol will be working hard to ensure that all of
their customers expectations are exceeded in all transactions. To Zapotol maintain good and
close relationships with customers.

2.3 Product, Services, and Delivery:

Zapotol will be Shampoo Company and shampoo will be offering a catalog with a mail order
services, and shampoo provide on big store like metro shopping center. Zapotol will offer
shampoos.

2.4 Objectives:

• To determine the average level of customer preferences towards ALLENORA shampoo.

• To identify the most significant variable affect the level of preferences.

• To recognize the potential benefits that customer expect from ALLENORA shampoo.

• Explore consumer reaction towards packaging.

• Understanding consumer’s perception of quality advertisement in term of it impact.

• Examine consumers assessment of the product in terms of product performance and

related benefits

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2.5 Mission statement:

The mission statement is fulfilling the needs of its target market by offering smart product, help
people feel good, look good and get more out of life we are trying to providing self satisfaction
and confidence”

2.6 Vision statement:

Our vision is sharing beauty and confidence with all!

2.7 Key to success:

• Product quality: This product is 7 in1 with hair fall , dry hair, dull hair, rough hair, anti
dandruff, anti-dandruff with conditioner and this product must be high quality and value.

• Services: Our patrons are paying have a good time. Each member of our company staff
is courteous, efficient and attentive.

• Marketing: We will need to target our audience very early and often, and introduce
Our product through more and more advertising. While business location is very perfect.

Management: In designing marketing plan the company must take other group into
their account the Company have to keep good relationship with R&D with top
management, with finance department. Management is a best key of success if we will
have not managed anything then our business goes into loss.

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 Chapter: 3

Company summary

Zapotol Corporation is a new company. This company’s first product is shampoo and this
shampoo will be distributed in Pakistan. Our product name is Allenora shampoo we have select
the name Allenora because the meaning of this name is beauty. Our company wants to provide
better quality.

3.1 Company Ownership:

Zapatol Corporation is shampoo manufacturing and owned by the Muhammad Iqbal. In which
only one person can share the profit and loss.

3.2 Start Up Summary:

Our start up cost is on following graph in which including all cost of business like purchase
machinery, land, building construction, labor, computers, etc.

3.3 Company Location:

The production plant of this shampoo is held in Okara, and the west of Lahore and east of
Multan. Major benefit of this place is not find terrorism. We will put this product at the
right place that will be available at right time in supermarkets, cash n carries, and also in
stores because consumers can buy at any time when they want.

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3.4 Company facilities:

We will initially be leasing 3,000 sq. ft, of a new 10,000 sq. ft building. As needs dictate, our
office and warehouse facilities could be expanded into an additional 2,500 sq. ft.

We will be sharing this facility with another business that is also involved in manufacturing
business. In light of this, we will meet many potential customers simply because of our
association with them.

This location will be consists of a showroom, office space, and warehouse and we will also have
ample parking available.

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 Chapter: 4

Product review and service description

• product name is ALLENORA shampoo This product is 7 in1 with hair fall ,dry hair, dull
hair, rough hair, anti dandruff, anti-dandruff with conditioner

• magically puts freshness and bounce back into your hair

• Infusion of Needed Nutrients

• Medicine and Active Ingredients

• There is an added vitamin bonus Availability:

• This shampoo will be available in all the provinces of Pakistan

4.1 Features:

• Anti damage

• Anti dandruff

• 2 minutes oil remove

• Conditioner

• Strong hair

• Nourishing splits ends

• Long lasting fragrance

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4.2 Competitive Review:

4.2.1 Head and shoulder:

Head & Shoulders shampoo is the most popular brand in anti-dandruff shampoos and is
provided by P&G. It is considered as the world’s no. 1 anti dandruff shampoo. It comes in
different categories like:

• Classic clean

• Dry scalp

• Ocean lift

• Smooth and silky

• Refreshing menthol

• Intensive treatment

• Active support

• Clinical strength

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4.2.2 CLEAR:

Clear stands for confidence to provide a healthy, deeply nourished scalp which has a
natural resistance against dandruff and is the foundation for strong and beautiful hair, so
that you feel attractive, confident and ready to boldly engage the world!

• Clear Soft and Shiny

• Clear Hair fall Defense

4.2.3 Sun silk:

Sun silk is a hair care brand, primarily aimed at women". Sun silk shampoos,
conditioners and other hair care products are sold in 80 countries worldwide. These are
the segments of sun silk

• Think & long

• Soft & smooth

• Black shine

• Hair fall

• Clean & fresh

• Anti-dandruff

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4.2.4 Dove:

• Dove brand’s heritage is based on moisturisation proof not promises grew Dove from a
Beauty Bar into one of the world’s most beloved beauty brands.

• Dove Dryness Care Shampoo

• Clean & fresh

• Smooth and silky

• Long & strong

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4.2.5 Identify the competitive advantage

• Black shine hairs

• Skinny hairs

• Long & silky hairs

• Oily hairs

• Straightening and smoothing hair.

• Anti-Damage and dandruff conditioner

• Soft baby hair

• Color care hair

• Natural shine hair

• Think & long

• Soft & smooth

• Black shine

• Clean & fresh

4.3 Technology:

Technology can affect this shampoo through online purchasing in internet which is new
trend in market so people can buy our shampoo online through our websites and also by
Face book just poke in our page that which type of Allenora do you want? And we will
send our product into your home according to your demand.

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4.4 Future product:

We must remain on the top of new products and trends. The most important factor
in developing future product is market need.our understanding of the needs in our market
niche is one of our competitive advantages. Our company is a new in Pakistan. Company
produces a shampoo and distribution shampoo in different cities of Pakistan. After this
product our company will produce a soap and face wash. These soaps depend upon
different flavors.

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 Chapter: 5

Market Analysis summary:

The shampoo market in Pakistan was to the tune of Rs.12.5 b in 2012.Unilever still
leading with a 50% market share followed by P&G at 34%.Overall brand-wise position
was as follows:

Shampoos usage

Sun silk 26%

Head &Shoulders 19

Pantene 15

Lifebuoy 15

Bio-Amla 10

Clear 7

Extension of Lifebuoy into a daily usage shampoo for the lower tier came to the rescue of
the company for volumes. However, clear-as an anti-dandruff shampoo. Slowly the brand
has transitioned towards a bi-gender shampoo used both by male & females. With the
promise “dandruff does not return with Clear, it is still struggling to grip-on to a sustained
position against Head & Shoulders.

Head& Shoulder featuring Karina as its brand ambassador right from the start very
intelligently maneuvered its USPs from mustard oil, coconut and currently fragrance to
lead from the front. Incorporating Saif Ali Khan at the right moment, H&S has very
successfully coined the essence of the - anti-dandruff shampoo-to a daily usage brand.

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5.1 Market Segmentation:

5.1.1 Demographic Segmentation:

• The largest segment for this entire industry is women .This product is both for women
and men but mainly this product is designed for women because women want to look
pretty.

• We segmented this product in income level also ALLENORA shampoo targeted those
customers who have low income.

5.1.2 Benefit Segmentation:

We targeted those customers who find the benefits while purchasing any shampoo.
Market segmentation is basically based on consumer preference for a specific product
attribute or characteristic. First this product is 7 in 1 this product has low price and make
strong hairs. Because some customers are interested in two or three benefits, not just a
single one.

5.1.3 Geographic segmentation:

• In this we offer this product in just PAKISTAN and in small and big cities of Pakistan

5.1.4 Psychographic Segmentation:

Psychographic segmentation is also called lifestyle in this we targeted those peoples who
prefer besets shampoo for their hairs in low price who are now very conscious about their
hairs.

• This shampoo is also 2 minute oil remove shampoo in busy life style people haven’t time
for anything there is no need to use shampoo for 2 times even if consumer’s hair is oily.
in this we targeted those consumer those have busy life style.

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5.2 Target Market segment strategy:

Our segments definition is in and of itself strategic we are not intending to satisfy all
users of shampoos. But rather those who are just starting out and those who are struggling
to keep up. We can save our customer time and money not so much in our pricing
structure. We will build customer loyalty and word-of-mouth sales that many of our
competitors are lacking.

5.3 Market needs;

Since our target market is the entry level in manufacturing company of shampoo. The
most important needs are service, price and availability, in the order. One of the key point
of our strategy is to focus on target segments that know and understand these needs and
are willing for us to fulfill those needs.

5.4 Shampoo Distribution:

1 Give away in stores

2 personally hand out at big cities like Lahore Okara Karachi etc.

3 Distribute at rural area of Pakistan

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5.5 Swot Analysis

5.5.1 Strengths:

• The company has advanced technology and skilled professionals

• ALLENORA shampoo is a highly quality product in terms of hair protection.

• The target market is middle class.

• Network of distribution is wide.

• Availability of product in different sizes

5.5.2 Weakness:

• Competitor has strong promotional activities.

• Customers are offered better alternatives by the competition.

• The position of another brands.

• Lack of brand awareness

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5.5.3 Opportunities:

Population expanding at a rapid rate

• Consumers are becoming more quality conscious

• Anti-damage ,anti-dandruff and conditioner are another area where Allenora

• company earn huge profits

• High rates of imported shampoos

• Heavy investment in the research of shampoos

5.5.4 Threats:

• economic factors

• rapidly increase in price of raw material

• Possibilities of new market entries.

• High rate of competition

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 Chapter: 6

Marketing environment

• The marketing environment is a marketing terms and refers to factors and forces that
affect a firm’s ability to build and maintain successful relationship with customers .

6.1 Components of marketing environment

 Micro environment

 Macro environment

6.1.1 Micro environment

• The marketing-environment affects the organization directly. It refers to the environment

that mostly closely linked to the firm

.This environment is also not under the full control of business.

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6.1.1.1 Company:

In designing marketing plan the company must take other group into their account the
companies have to keep good relationship with R&D with top management, with finance

department.

6.1.1.2 Customer:

Our product will be valuable for customers because we develop this product according to
their need and want it has all better quality of material which has other shampoo. But we
compare this product to other’s its price is quite lower than other shampoo. We have to
create strong relationship with the customer through giving the best quality and different
features. We targeted consumer markets who buy shampoo for personal consumption.

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6.1.1.3 Supplier:

 Our shampoo Allenora is not very expensive but if we want to manufacture our quality
image so its depend on our suppliers performance .

 We treating our suppliers like a partner to supply our product in all area which is critical
to company’s start-up success

6.1.1.4 Public:

• Public is any group that has potential to effect organization’s ability to achieve goal.

• Financial public: we have to maintain credibility or strong relationship with financial

institutions because in this way we can get funds and loans this will help in the
production or promotion of ALLENORA.

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6.3 Macro environment:

• The conditions that exist in the economy as a whole, rather than in a particular sector or
region. In general, the macro environment will include trends in gross domestic product
(GDP), inflation, employment, spending, and monetary and fiscal policy. The macro
environment is closely linked to the general business cycle, as opposed to the
performance of an individual business sector.

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6.3.1 Natural Environment:

Natural environment can affected because of Unavailability of water, chemicals for e.g.
Sodium chloride that is used to thicken the mixture, glycerin that works as a preservative
and other ingrediance which prevent fungal and bacterial spoilage and oil. If we didn’t
get this thing from natural we can’t produce shampoo with different features and best
quality. If we recycle the raw material we can save the natural reserves.

6.3.2 Economical:

• Consumers are taking interest on our product and increasing their purchasing power and
spending patterns

• We launch new product in shampoo industry which is focusing more on low budget
shampoo in the market.

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6.3.3 Demographical:

• Demographical environment can also affect. Increase in population large amount of

population can purchase this shampoo. Wide distribution network in cities areas of
PAKISTAN, all PAKISTAN can purchase this shampoo where they want in PAKISTAN.

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 Chapter: 7

Strategy and Implementation Summary

7.1 Market segment:

In which segment we got the better response of consumer and in which segment we can
earn more and in which segment we can satisfying the customer basic needs and wants.
We selected damage and dandruff.

• Black shine hairs

• Skinny hairs

• Long & silky hairs

• Oily hairs

• Straightening and smoothing hair.

• Damage and dandruff

• Soft baby hair

• Color care hair

• Natural shine hair

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7.2 Marketing Mix

7.2.1 Product:

This product is good because we are providing 1 solution of measure 6 problems and 1 is
conditioner means this is 7 in1.it is 2 minutes oil remove shampoo wtih long lasting
fragrance with these qualities at a low price.

7.2.2 Price:

This product is affordable just 60 pk of 100 ml, ,200 ml about 120RS, 400 ml about 240
RS and 5 ml about 3 rupees in this we targeted middle class people.

7.2.3 Place:

The production plant of this shampoo is held in Okara. we will put this product at the
right place that will be available at right time in supermarkets cash and carries, and also
in stores because consumers can buy at any time when they want.

7.2.4 Promotion:

We will use celebrities in product promotion ,free sampling bill boards and sign boards
of ALLENORA SHAMPOO. and also advertisement in television at prime time for the
public because these things will give awareness about the product.

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7.3 Market Differentiation and positioning

(Competitive advantage)

7.3.1 Differentiation:

This product is less than all leading brands and this product is 7 in 1 there is no one any
product that have damage free+ anti-dandruff+ conditioner. this problem is common in
Pakistan everyone have dandruff in hairs and almost everyone hair is damaged beacuse of
using straightner dryer, and this shampoo is 2 minute shampoo for removing oil and this
is high affordable shampoo. This shampoo giving long lasting hair fragrance.

7.3.2 Positioning:

The desire of the customer is basically they want their hairs strong means damage free
and free from dandruff we create position in the mind of customer that this is the product
they want this is the whole product for them. Allenora shampoo will satisfy their needs
ALLENORA shampoo at a affordable price a mild shampoo which reparis hair damage
and give fragrance and shine with conditioner to their hairs.

7.4 Identify the competitive advantage

• Black shine hairs

• Skinny hairs

• Long & silky hairs

• Oily hairs

• Straightening and smoothing hair.

• Anti-Damage and dandruff conditioner

• Soft baby hair

• Color care hair

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7.4.1 Choosing the right advantage

We offering the good advantage then others anti dandruff and anti-damage of hair is a
basically problem of everyone dry hair,hair fall,rough hair,hair fall,nourishing splits
end,conditioner,2 minutes oil remover with long lasting hair fragrance. it is a good
advantage that we are offering no one giving these advantages in one product or
shampoo.

7.5 Positioning statement

• ALLENORA is for hair conscious people providing anti-dandruff, anti damage and
conditioner.

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 Chapter: 8

Management

Organization is the key to operating a successful and orderly business. Each person in the
company must know his role within the organization and must be cognizant of the chain of
command. Organization structure is visually demonstrated through organization charts. An
organization chart shows the chain of command of the company The proper flow of
responsibility from the top of the organization down to the bottom is essential for the company to
run in an efficient manner.

8.1 Management Summary:

We are a small company owned and operated by iqbal and irfan are brothers.

8.1.1 Muhammad Iqbal- President:

Iqbal will be the main salesperson. He will also be responsible for shipping and receiving,
inventory management, and the marketing and promotion of products.

8.1.2 Muhammad Irfan – corporate secretary:

Muhammad Irfan will maintain the company records and be in direct communication with the
accountant and other advisors. He will also be in charge of the computer system and perform all
of the desktop publishing for the company. He will assist as needed with sales, shipping and
receiving, and customer service related issues. In addition to her regular duties, Irfan will be
doing internet marketing from his office at Zapotol Manufacturing company.

8.2 Management Team:

Iqbal and Irfan not only have the desired to succeed, but will bring a wealth of knowledge and
experience to the Zapatol manufacturing company team. They have nearly thirty years of
combined experience in the shampoo industry and have both performed nearly all facts of daily
operations for a shampoo business.

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8.3 Management Team Gaps:

We depend on professional, particularly our CPA, for some key management help. We have
retained a local CPA to help us with financial and business management questions since we
don’t have strong background in those areas. Also, we are short on experience concerning human
resources issues; however, we plan on utilizing our network of business associates to advise us
when the need arises.

8.4 Personal Plan:

Our personal plan is maximize productivity and minimize the labor burden on the company.

8.5 Human resources management

Positions Required staff Monthly salary Total salary

CEO 1 35000 35000

Marketing 1 17000 17000

manager

Account officers 1 15000 15000

Marketing staff 2 13000 26000

Labour 7 7000 49000

Security guard 2 5500 11000

Total 14 92500 153000

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 Chapter: 9

Financial Plane

Salaries and rent are the two major expenses, while depreciation is another significant cost that
will increase as the company.

• our project investment is about 22500000 crore.

Projected income statement

Description Year 1 Year 2 Year 3

Revenue 8700,000 95,70000 11005500

Less: cost of good sold 2500,000 2750000 3025000

Gross profit 6200,000 6820000 7980500

Less: operating expenses

Salaries 18,36000 1927800 2024190

Administrative expense 284000 298200 313110

Marketing expenses 500,000 550000 605000

Operating profit 3580,000 4044000 5038200

Non-operating expenses

Interest expense 358000 404400 503820

Office rent 40,000 42000 44100

Company rent 250,000 262500 27825

Net profit before taxes 2932000 3335100 4462455

Less: taxes(18%) 527760 600318 803241

Net profit 2404240 2734782 3659214

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 Projected balance sheet
Description Year 1 Year 2 Year3
Cash& bank 15000000 17500000 20000000
Raw material 0 0 0
Finished good 0 1000000 500000
Account receivable 0 2500000 700000
Total current assets 15000000 21000000 21200000

Fixed assets:
New machinery 30,00000 3100000 3200000
Less: depreciation 0 310000 320000
Office equipment 200000 50000 65000
Total fixed assets 3200000 2840000 2945000
Total assets 18200000 23840000 24145000

Description Year1 Year2 Year3

Other liabilities 1500000 2000000 100000
Long term liabilities 2500000 6340000 3145000
Equity 14200000 17300000 20000000
Total liability+equity 18200000 23840000 24145000

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 Survey form
Introduction: We are the student of BBA (Hons). We are making a business project.
Our project is Allenora shampoo so kindly you give us some information.

Name: _________________________________________ Gender: ______________________

1. How much you like shampoo in your daily life? Usually Seldomly Both

2. Are you satisfy with available quality of Yes No Don’t know

shampoos in market?

3. How much you monthly spend on shampoos? Rs.1000 Rs.3000 Rs.2000

4. What packing of shampoo do you prefer most? Sachet Bottle Pack Both

5. What kind of shampoo you would like? Hair therapy antidandruff Dull hair

6. You use shampoo for what purpose? Silky and shiny antidandruff Damage hair

7. What kind of advertisement will useful for our Newspaper TV FM

business?

8. best location for our project Renala Khurd Okara Any other

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 Market Survey Analysis

ALLENORA SHAMPOO
Survey form
Introduction: We are the student of BBA (Hons). We are making a business project.

Our project is ALLENORA SHAMPOO so kindly you give us some information.

Name: _____________________ Gender: ______________________

How much you like shampoo in Usually Seldomly Both

1. your daily life?
75% 15% 10%

2. Are you satisfy with available Yes No Don’t know

quality of shampoo in market?
50% 51% 17%

3. How much you monthly spend on Rs.500 Rs.3000 Rs.2000

juices?
60% 10% 30%

4. What packing of shampoo do you sachet Bottle Pack Both

prefer most?
49% 50% 55%

5. What kind of shampoo you would Hair theraphy antidandruff Dull hair
like?
55 % 30% 15%

6. You use juice for what purpose? Silky and shiny antidandruff Damage hair

42% 32% 16%

7. What kind of advertisement will Newspaper TV FM

useful for our business?
10% 71% 9%

8. best location for our project Renala Khurd Okara Any other

18% 68% 14%

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