- 1 -

1. About Us
2. Director Profiles
3. Director Message
4. Executive Summary
5. Current Marketing Situation
6. Key Specification /Special Features
7. Primary Competitive Advantages
8. Research Needs & Trends
9. Objectives & Issues
10. Our Impacts
11. Other Impacts
12. Marketing Environment
Micro Environment
Macro Environment
13. SWOT Analysis
14. PORTER Analysis
15. BCG Matrix
16. AIOD Frame Work
17. Perceptual Maps
18. ANSOFF
19. Vals Frame Work
20. Financial Report
21. Marketing Mix Strategies:
Product
Price
Place
Physical evidence
Process
People
Promotion
22. Contact Us

- 2 -
About Us:
Ideal group of companies which have different business like textile &
detergent. The property of group is own by itself and in the detergent industry we
have 100 employees in different departmental projects. Main edge of the group is its
own production house.
Directors profile:

'LUHFWRUVPHVVDJH : The company is in the process of expansion making all out efforts to take part in rapid economic development of the coun try.

- 3 -

Executive Summary: -
Our Purpose is to make a surf for which people believe .The goal of our business
is to give reliable washing at suitable price.
Current Marketing Situation: -
Target Market
Multan
Product Review
Our product name is SPELL (Wonders never cease)
Review of Competitors
With respect to market share our main competitors are:
o Surf Excel
o Ariel
o Bonus
Review of distribution
We have our own transportation system for distribution
Key Specifications/Special Features:
o Reduces strong stain
o Protects colors from mixing
o Phosphate-free
o Lasting and attractive fragrance
o Soften fabrics
o Anti-bacterial
o Easily dissolved even in cold water

Primary Competitive Advantages:
o "Green" Product

- 4 -
o Experienced Technical Staff
o Guarantee/Warranty
o Packaging
o Price
o Product Features ( Shine with Lenvender oil )
o Product Performance
o Prompt Delivery
o Quality Approvals
o Reputation & Service


Research , need and trends

Survey for the project of home consuming accessories

Product : Laundry detergent

Name _________ Age _______

Profession ________ Gender_______


1. What is your monthly income?

a) 1000-5000 b) 5000-10000 c ) 1000 or more

2. Do you currently use any "Laundry Detergent"?

a) Yes b) No

3. What form of detergent do you most commonly use?

a) Liquid Detergent b) powder Detergent c) tabs

4. Which product do you use as detergent?

a) surf excel b) Ariel
c) Bright total d) wheel
e) Bonus f) ____________

5. Why you use the specific detergent?
___________________________________________________________
______________________________________________________________

6. how much percentage of your washing use culfing the cloths?


- 5 -
a) 15 % or less b) 15-50 %
c )75- or more %

7. Approximately how many loads of laundry do you do per Month?

a) 2-less b) 3-4
c)5 or more

8. Do u use washing machine for washing of cloths ?

a) yes b) no

9. Do you use warm water for washing of cloths ?

a)yes b) no

10. Assuming someone else would do your laundry for you and do it well,
would you be:

a)glad b)sad
c)dont know

11. How often do you purchase laundry detergent?

a) Every week b) Every two weeks
c) Monthly

12. Where do you normally purchase your laundry detergent?

a) Department Store b) Grocery Store
c) Other

13. What is the deciding factor when purchasing laundry detergent?

a) Price b) Size
c) Color Enhancement

14. How much do you spend on one item of laundry detergent?

a) Rs 10-15 b)Rs 15-40 c) Rs 40&up

15.Does the appearance of the packaging that the laundry detergent
comes in have anything to do with your choice of purchase?

a) yes b)no

16. Do discounts of other laundry detergents change your choice when
buying?

a) Yes, if another product is cheaper, I'd buy it b) No, I buy the same detergent each time

17.What is important features you want in your detergent ?


- 6 -
a)culf b) shine
c)smell (fragrance) d)dont harm skin
e) b, c & d

Any comment or suggestion :

___________________________________________________________________
______________________________________________________________________
____________________________________________________________________

Thank you for taking the time to complete this survey. Select Submit Survey now
to send your responses to us.




Statistical analysis:


Product preference chart;

Name of Product NO. OF PEOPLE PERCENT
Surf excel 35 35 %
Ariel 15 15 %
Bright total 10 10 %
Wheel 11 11 %
Bonus 21 21 %

Other 08 08 %
----------- -----------
TOTAL 100 100%







- 7 -
Income level chart;

Income
level
No.of
people
percent
1000-5000

5000-10000

10000 or
more


Total
18

47

35

------
100
18 %

47 %

35 %

---------
100 %




Combination of income with product;


NO OF PEOPLE USED
INCOME
LEVEL
Ariel Wheel Sirf Excel Bonus Bright Total other Total
1000-5000

5000-10000

10000or More


TOTAL
01 05 08 ----- 03 01 18

09 04 24 04 --- 06 47

05 02 03 17 07 01 35

------ ------ ------ ----- ---- ----- -----
15 11 35 21 10 08 100


Average selection of each detergent at income level (1000-5000):



Percentage Of Ariel = 01 /18 *100 = 5%

Percentage Of SURF EXCEL = 08 /18 *100 = 45%

-8 - Percentage Of WHEEL = 657/18*100 = 27% Percentage Of BONUS = - - - /18 *100 = - - - Percentage Of BRIGHT TOTAL = 637/18*100 = 16% Percentage Of OTHERS = 61 /18 *100 = 5% Percentage selection of each detergent at income level (5000 -10000 ): percentage Of Ariel = 69 /47*100 = 19% percentage Of SURF EXCEL = 6247/47 *100 = 753% percentage Of WHEEL = 64 /47*100 = 825 %percentage Of BONUS = 64 /47*100 = 825 %percentage Of BRIGHT TOTAL = - - - - /47*100 = - - percentage e Of OTHERS = 66 /47*100 = 13% Average selection of each detergent at income level (10000 OR MORE ) : percentage Of Ariel = 657/35*100 = 14% percentage Of SURF Excel = 637/35*100 = 8.6 %percentage Of WHEEL = 627/35*100 = 57%

- 9 -
percentage Of BONUS = 17 /35*100 = 47%

percentage Of BRIGHT TOTAL = 07/35*100 = 20%

percentage Of OTHERS = 01/35*100 = 2%





Line bar;

0 10 20 30 40 50
1000-5000
5000-10000
10000ormore
surf excel
ariel
bright total
wheel
bonus
other

Price analyzing chart;

Price of product No. of
people
Percent
10-15

15-40

40 or above

TOTAL
43

22

25
-------
100
43%

22%

25%
----------
100%


Analyzing of cuffing in clothes;

CULFING NO.OF PEOPLE USED
PERCENT

- 10 -
15%OR
LESS

15-50%

75% Or More

TOTAL
67 67%

22 22%

11 11%
------ -------
100 100%








Preference in the products feature;

People
Preference
NO.OF PEOPLE PERCENT
CULF

SHINE

SMELL

Dont Harm
Skin

All

TOTAL
04 4%

100 32%

100 14%

100 22%


26 26%

---------- -----------
100 100%




- 11 -
PIE CHART;
4%
33%
14%
22%
27%
CULF
SHINE
SMELL
DONT HARM SKIN
ALL

conclusion;
After conducting the survey we are now at a conclusion that;
the market which we target the need of customers is such a
detergent which include shine and which dont harm skin and
which is also available at low price.
So with respect to our customer need we are now in a position to
develop such a detergent which fulfill our customer demand.
All other specification is given below.

Research needs:
After a successful survey, preferences shown by the people about laundry detergent are
as follows
More shine
Low price
Good quality
we set our product specification according to customer needs

Trends:
We choose the powder detergent because it is trendy and have more demand in our
selected market segment as compared to the liquid detergent, washing soap etc




- 12 -
Objectives & Issues: -
Objectives
Our objectives are to get 10% market share. By providing a unique
product at low price. Our challenge is to raise our brands status and actively
expand our operations.
Company Perspectives
1. Purpose
Our purpose in Ideal is to meet the everyday needs of people--
everywhere--to anticipate the aspirations of our consumers and customers and to
respond creatively and competitively with branded products and services which
raise the quality of life.
2.Deep roots in culture
Our deep roots in local cultures and markets around the world are our unparalleled
inheritance and the foundation for our future growth. We will bring our wealth of
knowledge and international expertise to the service of local consumers--a truly multi-
local multinational.
Our long term success requires a total commitment to exceptional standards of
performance and productivity, to working together effectively and to a willingness to
embrace new ideas and learn continuously.
We believe that to succeed requires the highest standards of corporate behavior
towards our employees, consumers and the societies and world in which we live.

Our impacts
Our business and brands have impacts at every stage of their life-cycle: from sourcing
raw materials for our products, all the way through to when our consumers use and
dispose of them.


- 13 -
Understanding consumer needs
We seek to meet the everyday needs for Washing and personal care of consumers around
the world, helping them feel good, look good and get more out of life.
The social, economic and environmental issues we seek to address:
Making quality products that are safe to use
Making products affordable and accessible to consumers (through multiple price
points)
Understanding the environmental constraints within which consumers use our
products, such as water scarcity.
Innovation, R&D
Through our investment in research and development, we aim to meet diverse and
changing consumer needs in all our markets.
The social, economic and environmental issues we seek to address:
Maximizing the quality of our products
Minimizing the adverse environmental impacts of our products
Working collaboratively and sharing knowledge with partners around the world,
including universities.
Suppliers
Through our purchase of goods and services, we create wealth and seek to encourage
sustainability practices throughout our supply chain. As part of this, our long-term goal is
to source all our key raw materials from sustainable sources.
The social, economic and environmental issues we seek to address:
Ensuring fair working conditions in the supply chain and respect for human rights
Ensuring suppliers meet minimum standards on health, safety and environmental
protection
Fostering good sustainability practices in the sourcing of raw materials.
Marketing, consumption & disposal
We communicate responsibly with our consumers through our advertising and marketing.
We seek to minimize the impacts of our products during and after consumer use.
The social, economic and environmental issues we seek to address:

- 14 -
Taking a responsible approach to marketing and advertising
Helping consumers make healthier choices in their Washing
Working to ensure consumer confidence in chemicals used in home and personal
care products
Helping consumers to minimize their environmental impacts, eg by using less
water for laundry, and to dispose of our products responsibly.

Distribution & retail
Our aim is to be the supplier of choice for our customers and to ensure that consumers
have ready access to our products through different distribution channels.
The social, economic and environmental Strategies we seek to address:
Working in partnership with retailers and distributors to educate and inform
consumers on health and sustainability issues
Reducing energy consumption and greenhouse gas emissions resulting from
distribution of our products
Ensuring accessibility of our products, especially for low-income consumers
Using and promoting environmentally friendly technology.
Production/manufacturing
We seek to manage the impacts of our operations on society and the environment.
The social, economic and environmental strategies we seek to address:
Ensuring the health and safety of employees at work
Respecting employees' fundamental rights and encouraging personal development
Investing in local communities and contributing to local economic development
Maximizing the eco-efficiency of manufacturing sites by reducing impacts such
as waste, water, energy use and greenhouse gas emissions.
Marketing Strategy: -
We are using marketing concept instead of selling concept because we are new in
this market we still have no share so we
Start with multan market
Focus on consumer need as by giving quality shine at suit able price
By combining different market places in multan
Then get profits through customer satisfaction

- 15 -



Other strategies :

Creating strong networks
This is our main strategy in which we create strong networks
within the companies depts and also with the suppliers and distributors. we
are using different types of media for these networks
Telephone /mobiles
Fax
Internet
By courier
Creating Strong Product Displays

f m ef c g m c kleckcl m c g gI mlec c g
m c gla cgle fc l kc md m c f a m mI a lI
gk m gle Ig g gml gl c k md m f m kc lI ccI,
At the same time, we will use a sales support system to win even greater
trust from the major chains that we do business with, by refining our ability to
propose marketing plans and shelving allocation plans tailored to individual retail
chains.

Secure potential for growth

lI m c gml am c lI m m lg gc dm c lgle c cl c
dma gle ml dgcI fc c fc c g mmk dm e m f lI lgle ml fc afclec
md cl c gle new dgcI,
.




- 16 -



Marketing environment:


















Micro environment:

Consumers
Employees
Suppliers
Competitors

Customers

We survive on the basis of meeting the needs, wants and providing benefits for our
customers. Failure to do so will result in a failed business strategy
Our customer lie in a target market consists of middle class and lower middle class
persons.

- 17 -

Employees:

Employing the correct staff and keeping these staff motivated is an essential part of the
strategic planning process of our organization.

Suppliers

Increase in raw material prices will have a knock on affect on the marketing mix
strategy. Closer supplier relationships is one way of ensuring competitive and quality
products for an organization

Competitors:

What benefit can the organization offer which is better then their competitors? our low
price and good quality is our competitive advantage. Our rivals are,
Surf excel
Arial
Wheel
Bonus

Macro environment
Political factors
Socio-cultural factors
Technological factors
Economic factors

Political factors
Political factors that effect our industry are:
Risk of military invasion
Trade regulations and tariffs
anti-trust laws
Pricing regulations
Tax rates and incentives
Industrial safety regulation

Socio-cultural factors
The factors influenced our industry are:
Demographics
Class structure
Education
Culture
Attitude


- 18 -
Economical factors
The factors influenced our industry are:
Efficiency of labor market
Unemployment rate
Inflation rate
Interests rate
Growth rate of economy
Skill level of workforce



Internal environment
Money
Men
Machinery
Material
Minutes

SWOT Analysis

Internal factors:

Strengths:

Strengths of spell are as follows:
Its price is very low as compared to the surf excel, bonus, wheel , Ariel etc
It contain the extra shine chemical that is only used in some foreign detergents
Its quality is superb as the surf excel, ariel are.
These advantages made us stand for our competitors

Weakness

Weaknesses of spell are as follows:
Low brand popularity
Low market growth

External factors:

Opportunities:

We look externally for areas where our competitors are not fully covering, then go
a step further and think
How to match these to our internal strengths.

- 19 -
Due to sudden change in our economy, where the prices for the products raises.
our product cover the market including the lower middle class, which cant afford
the surf excel or Ariel etc

Threats:

By looking both inside and outside of our company for things that could damage our
business, the threats are as follows:
Competitors become more stronger as they cover our target market


Porter model




The threat of new entrants :

The threat of new entry is quite high:

If anyone looks as if were making a sustained profit, new competitors can come into
the market easily, reducing our profits. We have a great threat of entrance, the threat is
that if our competitors make a group, the function of which is to lower the price to create
hurdles in our success. Then its difficult for us to capture our target market.
The threat of established rivals
The second one is the threat of competitive rivals, that is extremely high in the market
because a larger number of competitors of spell are exist in the market thats are;
surf excel

- 20 -
arial
wheel
bonus
if someone raises the prices, they will be quickly undercut. So, intense competition
puts strong downward pressure on the prices.



The threat of substitute products :

As concern to us ,a threat of substitutes exists when a product's demand is affected by
the price change of a substitute product. A product's price elasticity of demand is affected
by substitute products - as more substitutes become available, the demand becomes more
elastic since customers have more alternatives. some are
Soap
Liquid detergent
Washing noodles
From our above substitutes we may have obvious threat because if our products prices
goes high more then substitutes prices then our customers will move towards them and
its a great draw back to sustain in the market.
The bargaining power of Buyers
The bargaining power of Buyers
The bargaining power of buyers are high if there is more no. of suppliers
and less no. of buyers present in the market. this become the case in our
scenario because there are no. of suppliers in the market and there are few
buyers to which every supplier targeted. so bargaining power of buyers are
high.

Bargaining power of Suppliers :

A producing industry requires raw materials - labor, components, and other supplies. This
requirement leads to buyer-supplier relationships between the industry and the firms that
provide it the raw materials used to create products. In our case , Suppliers are powerful,
can exert an influence on our industry, such as selling raw materials at a high price to
capture some of the industry's profits. e.g. charge excessively high prices for unique
resources.





- 21 -
BCG ANALYSIS

Market shares of detergent industry

Detergent:
Surf excel
Bonus
Ariel
Spell
Attributes:
Price
Shine
Packing



- 22 -



Ariel:


Attributes Assigned
weights
Weighted index Market share
Price
Shine
Packing
Fragrance
Quality

2
4
3
3
4
.25
.20
.25
.15
.15
.50
.80
.75
.45
.60
=3.1
=3.1/4.2
=.73%

Spell:


Attributes Assigned
weights
Weighted index Market share
Price
Shine
Packing
Fragrance
Quality

5
4
2
2
3
.25
.20
.25
.15
.15
1.25
.80
.50
.50
.45
=3.45
=3.45/4.2
=.82%












- 23 -



BCG Matrix:

1 0.5 0



Spell lies in the cash cow section because Cash cows are cash generators and require an
invest or hold strategy while maximizing cash flow.


AIOD framework:

Activities:
Our product spell covered the routine life activities of the human life. it
includes in the daily life accessories

Interest:
People want to use the detergents which do not harm their skin, remove the stains
of grease, corrosion, and oil. Make shine to their clothes. Have a delighted fragrance.

Opinions:
We made the survey about the opinions of the customers, and then customized
our product according to the customer needs and wants.

SURF
EXCEL
Bonus
SPELL
Ariel

- 24 -

Demographic:
Our target market is firstly limited up to Multan..




Perceptual map

Detergents:
Surf excel
Bonus
Ariel
spell
Attributes: (1-6)

Attributes Surf excel Ariel Bonus spell
Price
Shine
Fragrance
Packaging
5
6
5
5
5
5
4
5
4
5
2
3
3
5
3
3





















- 25 -















































- 26 -






ANSOFF :





EXISTING PRODUCT NEW PRODUCT
EXISTING
MARKET

NEW MARKET




Our product(SPELL)exist in market expansion strategy. our product is new but
market is existing market i.e Multan. Our products specialty is it enhances the shine as
compare to other products.

TYPES OF CONSUMER BUYING BEHAVIOUR:






HIGH INVOLVEMENT LOW INVOLVEMENT
SIGNIFICANT
DIFFERENCES
AMONG BRANDS

FEW DIFFERENCES
AMONG BRANDS




Our product(SPELL)exists in habitual buying behavior. Because
consumer dont bear more cost and think low.

MARKET
PENETRATION
PRODUCT EXPENSION
(SPELL)
MARKET EXPENSION DIVERSIFICATION
COMPLEX IMPULSE
LIMITED HABITUAL

SPELL

- 27 -


Income statement:
Spell pvt.ltd.company multan
For the month of March, 2008
Income statement
Description Amount
Net Revenue 3550000
(-) package cost 2736000
Gross Profit 814000
Expenses 80000
Salaries:
Director administration (LAST MONTH) 25000
Director Accounts & finance 25000
Director manufacturer 25000
Director purchase & marketing 25000
Computer operator(6000*2) 12000
Customer service 6000
Sweeper 4000*2 8000
Sale Persons 5000*20 100000
Net profit before tax 508000
Tax rate 15%
Net Profit 431800
Revenue:
Package 1 (8*50000) = 400000
Package 2 (15*60000) = 900000
Package 3 (25*90000) = 2250000
Total 3550000
Package cost incurred:
Package 1 279000
Package 2 702000

- 28 -
Package 3 1755000
Total 2736000
Balance sheet of the company:
Balance sheet
For the month of March, 2008
CR DR
Particular Amount Particular Amount
Capital 1,000,0000 Assets:
General reserve 100,0000 Fixed Assets:
Liabilities Building 2500,000
Account payable 10,00,000 Transportation 500,000
Taxation 136800 Machine 200,0000
Office Equipment 210,0000
profit 442170 Current:
Inventory 22,78,000
Account receivable 5,00,970
Cash 200,0000
investment 700,000
Total 1,25,78,970 Total 1,25,78,970


Break even point analysis



- 29 -



Marketing mix strategies

1. PRODUCT

With respect to us we have a product named spell. It is a detergent for effective
washing of clothes.

Level of product & services:

Core benefit:
The basic purpose of our product is washing the cloths.
Actual product:
Brand name
Ideal
Packaging
Packaging specification:
1. 75g
2. 150g
3. 250g
Features
1. Low price
2. Shine with lavender oil
Augmented level:

- 30 -
We provide an additional service of toll free number for customers to
attain any information which they required.

Product & service classification:

Consumer product:
In the category of consumer product our product lie in convenience product
Because of following reasons:
Low price
Customer required low thinking or planning.
Industrial product:
In industrial product category our product lies in supplies & services because
some of the dry cleaning & other cloth washing shops use our product as their business.





Product & service decisions:

Individual product & services decisions:
Attributes:
Product quality:
We make different tests for our quality classification. after getting
the tests we reached at following results:
Dont harm skin.
Environmental friendly.
Clouse protection
Product features:
Low price
Shine with lavender oil
Attracting packaging

Product style & design:
Style: our product has a beautiful style we use colorful packaging.
Design: it is simple to use.

Branding:
Name (ideal)

Packaging:
Our detergent is packed in primary container.
For shipping purpose we use 50 packs container.

- 31 -

Labeling:
For the identification of our product we are answering for the following questions:

Who made it ? (ideal)
Where it is made?
Manufacturing unit is in MULTAN.
Contents:
Soda
Lavender oil
Niel
Boren
How it is used?
1. Add 1 spoon to water for one suit.
2. Mix the detergent in water.
3. Soak the dress in the water
4. Leave it for 15 minutes.
5. Wash it with cold water.
Then afterwards seer our spell
Graphics:
We have a beautiful graphics of our product.

Product line:
Still we have only one product but as we are taking profits than we stretch our product
line by adding some more products line Neil.

Brand development:
Strategies:
Still we dont have any strategy but as we introduce new product than we lie in the
quadrant of brand extension.

2. PRICE

Amount of money charged for a product OR sums of the values that consumers
exchange for the benefits of having or using the product and services

Factors affecting pricing decision:
Internal
External

Internal factors affecting pricing decision:

- 32 -
The pricing decision can be affected by factors that are
controlled by the marketing organization. These factors include:


Marketing Objectives:

The four main marketing objectives affecting price
include:
Survival (return on investment)
Current profit maximization (cash flows)
Market share leadership (market share
Product quality leadership (maximize profit)

Marketing objectives of spell:

Current profit maximization:

Spell is new product, so the organizational objectives allow a new product to simply meet
its expenses while efforts are made to establish the product in the market.
We set prices at a level that will insure that sales revenue will at least cover product
production and marketing costs.


- 33 -
(Raw Material)
(All the amounts are in Rupees)
Soda 2000kg 30000
Black Oil (eucaluptus oil) 300Lts 20000
White Oil (lavender oil) 500Lts 50000
Caustic (NAOH) 50kg 1000
Calcium Carbide (CaC
2
) 1kg 500
Chlorine 10 liter 1500
Borax 10kg 5000
Total
108000

Initial Expenses
Literature Survey 20000
Recruitment / Training 40000
(Four Employee) Advance
Salary
40000
Total= 100000


Assets
Building 2500000
Packing Machine 100000
2
nd
hand Van 500000
Total=
3100000



Running Expenses

Utility Expenses 30000
Petty Cash (Monthly) 6000
P.O.L 20000
Web Site 5000
Promotions & Ads 60000

- 34 -
Total=

121000
Total Capital =100,000,00
Total = 3321000
Remaining Capital = 6679000
Per unit Cost:
Total cost 224000
Total Weight 2871
Per kg cost 224000/2871 = 78 / KG
Per gram cost 78 / 1000 = 0.078


Specification 75 g pack 150 g pack 250 g pack
Cost / pack 5.58 11.7 19.5
Sale tax 0.87 1.75 2.9
Total with tax 6.7 13.45 22.43
Whole seller &
retailer margin
0.5 0.65 1.07
Profit / pack 0.8 0.9 1.5
Total market
price
8 15 25





Organizational consideration:

Pricing decision is taken by the management.

- 35 -
External Market Factors

The pricing decision can be affected by factors that are not directly controlled by the
marketing organization. These factors include

Market and demand:

Four type of markets:
Pure competition
Monopolistic competition
Oligopolistic competition
Pure monopoly

Spell market and demand:

Spell comes under monopolistic competition,
because there are many buyers and sellers who trade over a range of prices rather than a
single market price. In this segment there is lot of competitors so we set different offers
of price for the customer.

Elasticity of Demand

Elasticity deals with three types of demand scenarios:
Elastic Demand
Inelastic Demand
Unitary Demand


Spell market elasticity:
Spell is considered to exist in a market that exhibits
elastic demand when a certain percentage change in price results in a larger and opposite
percentage change in demand. For example, if the price of a product increases
(decreases) by 10%, the demand for the product is likely to decline (rise) by greater than
10%.
Customer Expectations:
Before setting our price we conduct customer research to determine what price points
are acceptable. Pricing beyond these price points could discourage customers from
purchasing.
Competitive and Related Products
Competitors of spell are

- 36 -
Surf Excel
Ariel
Bonus
We set our price keeping in view of the pricing strategy of our competitors.
Government Regulation
Price regulations can come from any level of government and vary
widely in their requirements. For instance, in some industries,
government regulation may set price (how high price may be set)
while in other industries there may be price (how low price may be
set). Additional areas of potential regulation include: deceptive
pricing, price discrimination, predatory pricing and price fixing.

Strategies:


PENETRATION STRATEGY:
SPELL is the laundry detergent having high quality and low price, so penetration pricing
strategy is followed.


- 37 -
3.Distribution/Place:
Market Channels:

Deciding best channel is not a problem, problem is to combine
good intermediaries. As we have good intermediaries and we branch out from them. As
we start our product in a small target market we have wholesaler and retailers.





MAJOR DISTRIBUTION CHANNELS:

Producer consumer:

We have a scheme to move our product carrier in different areas
of multan for sale and advertising our product
Producer Retailer Consumer:

We have different retailers in different areas of Multan.
which distribute our product to the final consumer.

Producer Wholesaler Retailer Consumer:

We have wholesaler in following areas of Multan.
For main city at gurhmandi
For cannt at Daira Adda
For Mumtas Abad at vehari road
For chok Shah Abbas ay Galla mandi
For New Multan at chok Kumharan
For Gulgusht at Bosan road
For Lodhi colony at MDA

Producer Agent Retailer Consumer:

We start to make agents which basically the sale force which market our product to
retailer and wholesaler




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CHANNEL DESIGN DECISION

Analyzing consumer need:

Our consumer want the product near their location so we
design our market channel as basically retailer which place the product near the consumer
location.

Channel objects:
Object is to lower the distribution cost.

Our objective is influenced by

Nature of company:
Basically we start a company with a partnership and its a private
company .


TYPES OF INTERMEDIARIES:

Company sale force:
We have a good strength of sale agents

Marketing intermediaries:

We lie in the INTENSIVE distribution means we want to stock our product as many
outlets as possible.

Responsibility of channel intermediaries:

As we have different channel members as retailer and wholesaler.
We give them benefits such as for wholesaler we give big margin as compare
to retailers.

SPELL provides to wholesaler and retailers

Responsive delivery
Gifts such as clocks and calendar
Promotional support

IN return they give:
Greater sales

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Customer satisfaction
Increasing company goodwill

EVALUATING ALTERNATIVES:

Economies:
We compare cost to sale, profit and expense


Control:
We give specific area control to wholesaler for distribution
to retailer and our other wholesaler dont interfere in that area.


RETAILERS:

DEPARTMENTAL STORES:

We stock our product to Departmental .stores like

Sultan sons
Range
Food festival

SUPER MARKETS:
We stock at CSD at cannt.

CONVINENCE STORE:
Like Mudassir general store, ideal store, trend.

SUPER STORES:
Prince, Hassan arcade, MOHAMMAD arcade


4. Physical evidence

For our product we have different types of physical evidences which are given below,






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BUILDING














- 41 -
PACKAGING




IDENTITY CARDS








- 42 -
5. PROCESS

We have different intermediaries through which we can manage to deliver our product to
the final customer that are

Producer consumer
Producer Retailer Consumer
Producer Wholesaler Retailer Consumer
Producer Agent Retailer Consumer

6. People

As we are doing marketing strategy for customer retain we are also using human resource
techniques for employees retention. For this we give them some allowances and benefits
so that they can feel secure and work with full devotion.


7. Promotion


Market channels
Advertisement
Sale person
Personal selling and direct marketing
Public relation

Before discussing these first of all we have to decide the total budget of the promotion.

Setting the total promotion budget:

There are few methods for promotion budget
For spell we are using Affordable method because we set that
budgeting level which we can afford.
Other methods are,
Percentage of sale method
Competitive parity method
Objective and task method

Promotion mix strategies:

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There are basically two strategies
Push
Pull
We are using push strategy because we are using the sale force and trade promotion to
push the product through channels.

Market channels :
1. Advertisement
Types use by spell
Print media
It include logo, packing, broachers.











Our logo


















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Packaging



Radio ads
2. Sale promotion
There are different tools which we are using in our sale promotion.
Sample:
We are giving about 1000 free samples in our target market. which cost
us 6500 govt tax included.
Cash refund offer:
If there is any distortion in the cloths due to our product than we
refund the cash.

Context:
As we are moving in different areas where we sell the product to
the customers and also give them a coupon which is used in the lucky
draw by which we are giving gifts to the customers.
3. Public relation:
For long lasting relations with the customers we are using different tools
as,
News
Speeches
Special events (Ramadan)
Website
4. Personal selling :
The role of selling person;
Order taker
We have such a sale force which take the order from different ways,
e.g by going to retailers, whole sellers and agents.

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Product delivery sale person
We have 10 sale delivery person who just make the delivery to
different channels.
Missionary selling
We use some of our sale force as to in crease the good will of our
company, which go for customer education at there destination.

Sale force management:
Steps in sale force management:

1. Sale force structure
As our company selling a single product, we are using territorial sale of
structure.
Outside sale force
We use our sale force to promote our product in the surrounding of
multan as in duniapur, jahania etc etc.

2. Recruiting and selecting sale people
We have a recruitment process in which we first collect applications and
then take a interview about their selling experience according to our
requirements.

3. Training sale person:
After appointment we trained them by telling the history and objective of
companies product and target market. and also give information about the
users, competitors, field procedures and there responsibilities.


4. Compensating sale person;
We compensate them by giving a fixed amount of 5000 per month along
with some fringe benefits and allowances like medical pension and life
insurance.

5. Supervising sale people:
We supervise our sale force by helping them in identifying their target of
selling. if they complete their target before the projected time then they
will be provided with extra benefits,
We motivate them by,
Praising their work
Listing there complaints
Solving their problems.
6. Evaluating sale people:

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We evaluate our sale people by quantitative evaluation, which include the
sale report and the expense report which they submit to the company
office.



Contact us:
Ab-123xxx Vehari Road Multan 60000 Pakistan.
Telephones:
0345-7224662
0333-6184488
0333-6289724
Website:
www.ideal.com/spell.