Fairy Clean & Clear (Original)

“A Business Launchfeasibility”

Target Market / Segment

Gender: Female

Education: Higher to

Secondary school

Background: High - Moderate

Age: 18 - 50years

Brand Key

• Compétitive Environnement

Chandsitara soap15%

Lashkara soap 25%

Shine soap 15%

All clean soap 10%

Star liquid 25%

Easy wash liquid 15%

Market share for dishwashing

Brand Key (cont.)

• Target Audience• The primary target audience members are females, between

the ages of 18 – 50 years. • We are aiming at a High to some part of moderate

background.

• Consumer Insight• Women are very conscious about their hands we will be

providing them a soothing hand care with ease of working along with high mileage.

Brand Key (cont.)

• Reasons to Believe• Quick cleaning than soap, pampers hands, Luxury to kitchen,

easy to use.

• Essence• Keep fresh your hand and senses because of its great smell

and ingredients that keep hands smooth after washing

SWOT

Economic:Higher economic growthConstant inflation rate i.e. 10%

Technological:Since P&G has good R&D team, resulting in producing more effective product that may nourish female hands more effectivelyGreat production facility may result in lowering production cost in future

PEST

Price:650ml: PKR 232/-200ml: PKR 86.-

Promotion:Bulding awareness of uage to targetted segmentsPromotional activities will be based on likes and habits of targetted segmentsBrand ambassador sha ll be electedAdvertiment on every media,: ATL (TVC, newspapers, billboards, radio, internet, etc) BTL (Testimonials, pumflets, muhalla activities, sales incentives, trade promotions etc)

4Ps

Marketing Strategy

• 650ml is luanched initially in premimum sector

• 650ml is launched to have long brand association

• Heavily marketing campaigns i,e. ATL and BTL• 45% of premimum tiere i.e. 40% of total

(Soap+Liquid) and 3% of lower tier i.e. 60% of total (Soap_Liquid)

Marketing Strategy (Cont.)

• Due to capacity constraints, demand of target segment is not fulfilled

• 200ml is launched after 6months of the launch of 650ml

• No additional marketing but BTL activities at the end of year 1

• Heavily advertisment at the start of year 2 for penetration of 200ml

Marketing Strategy (Cont.)

• At the start of 3rd quarter of year 2, 650ml bottle will be bundled with scothc brite

• During 2nd year, from 45% to 55% of 45% of premium and from 3% to 10% of 60% will be targetted

• Heavily marketing will be done dureing last quarter of year 2due to bundling of 650ml

MARKETING ADVERTISMENT

• Check out the budget file

COSTING AND SOURCING PLAN

• Check out the Invenotry file

FINANCIAL PLAN

• Check out the Invenotry file

SALES PLAN

• Check out the Sales plan file

TV COMMERCIAL

• Check out TV commercial here