Sami Marketing Project Finalized

Brain Stormers MBA-1A

GROUP BRAIN-STORMERS

MUNEEB UR RHEMAN

SAMI ULLAH KHAN

SAAD AHMED

MUHAMMAD SAAD

Submitted to: Ms Sobia Mahmood Date: 27.12.2011

Marketing Final Project 1


BRAIN STORMERS

“When you enchant people, your goal is not to make money

from them or get to them to do what you want, but to fill them

with great delight.’’

Guy Kawasaki

Apple CO-FOUNDER

“Bring the best of your authentic self to every opportunity”

John Jantsch

Author of Duct Tape Marketing



Appendix

1: Acknowledgement . . . . . . . . . . . . . . . . . . . . Page 4

2: Introduction . . . . . . . . . . . . . . . . . . . . . . . . . Page 5

3: Vision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 6

4: Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 6

5: Brand Extension . . . . . . . . . . . . . . . . . . . . . . Page 7

6: Current Personal Care Brands . . . . . . . . . . Page 7

7: Our Product (Details) . . . . . . . . . . . . . . . . . . Page 8

8: Targeted Market . . . . . . . . . . . . . . . . . . . . . . . Page 9

9: Why focused Middle and . . . . . . . . . . . . . . . . Page 9 Lower Middle Class

10: Segmentation . . . . . . . . . . . . . . . . . . . . . . . . . Page 9

11: Classification of Product . . . . . . . . . . . . . . . . Page 10

12: Salient Features . . . . . . . . . . . . . . . . . . . . . . . Page 11

13: Packaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 12

14: Labeling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 12

15: Design and color . . . . . . . . . . . . . . . . . . . . . . . . Page 14



16: Price (Market Entry Strategy) . . . . . . . . . . . . . . . . Page 14

17: Channels of Distribution . . . . . . . . . . . . . . . . . . . . . Page 15

18: Intensity of Distribution . . . . . . . . . . . . . . . . . . . . . . Page 16

19: Promotion Methods . . . . . . . . . . . . . . . . . . . . . . . . . . Page 16

20: Personal Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 17

21: Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 18

22: Promotional Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 18

23: Competitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 19

24: Competitive Edge . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 20

25: Factors in success of Chimer . . . . . . . . . . . . . . . . . . . Page 20

26: Questionnaire . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 22

27: Statistical Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 27

28: Graphical Representation . . . . . . . . . . . . . . . . . . . . . Page 29



ACKNOWLEDGEMENT

DEAR ALLAH, thank you for blessing us with the gift of knowledge to celebrate

your glory with love and devotion, perhaps this is the modest way for us to thank.

Ms Sobia Mahmood our respectable teacher and well known personality at Bahria

University, thanks for being with us in all difficult and hard times. We really thank to

her for help and guidance. Due to her co-operation we are able to do this project in

more decent and quintessence way.

We are also very much thankful to our parents for their co-operation in all aspects of

life. We are here due to their pray, due to their co-operation and in all obstacle time

they are with us. Also thanks to our friends for encouraging us in difficult time, and

supporting us whenever we need them, Thank You.

In last, we pray to Almighty that loves listening to our prayers, please accept this

humble thank from us with gratitude and devotion.



Thank You !

Introducing:



a medicated soap

Tea Tree Oil Soap (anti-bacterial, anti-septic, anti-

fungal)

Tea tree oil possesses beneficial properties for the

skin.

Renews the softness of the skin and adds to the

suppleness.

Tea tree oil also has antiseptic antifungal and

bacterial properties, which is why it is used in the

treatment of cuts, burns, infected splinters and all

kinds of wounds.

Relieve itching.

Chimer is the Tea Tree oil soap which heals skin cuts,

burns, and infection. Tea tree oil contains constituents

called terpenoids, which have been found to have anti

septic, anti fungal.



Vision: “Everyone has a right on good health’’

Mission Statement:

“To Be a Shining Star in World of Medication”.

Brand Extension in Unilever’s Personal Care Brands:

By introducing Tea Tree Oil Soap Unilever, has done Brand Extension in existing Unilever’s Personal Care Brands



Current Personal Care Brands:

From sumptuous soaps to sensuous soaps, our products all

have one thing in common. They help you get more out of life.

Axe

Dove

Lifebuoy

Lux

Ponds

Rexona

Signal, Close up

Sunsilk

Vaseline

Our Product:



Our Product:

Brand Name/Mark:

“Chimer” is the Brand Name. You can recognize the Brand, by

the font in which its name is written in green color along with a

tea tree bush.

Target Market:

Middle and Lower Middle Class!!

Why We Focused Middle and Lower Middle Class??

We focused middle class and lower middle class, in the time of

need, they are unable to buy a medicated soap that ensures

protection against bacteria and germs along with septic and

fungus. Our Prices will guarantee a satisfactory product

against a satisfactory price. What we believe is that health is a

right of every one.

Segmentation:

Geographic Segmentation:

This product is currently available in Pakistan only.



Demographic Segmentation:

Income: Under Rs. 5000.

Social Class: Middle & Lower Middle class.

Age & Gender: Suitable for all.

Psychographic Segmentation:

A person living in a city will be more aware about the features

that “chimer” possesses but it will also be available in small

towns and villages.

Behavioral Segmentation:

Soap is obviously heavily consumed in our houses, so a new

soap with a new quality of being an anti-fungal soap will be

more appealing to the health conscious and affected people to

use at a lower price.

People looking for long operating life, good quality, affordable

price and guaranteed health protection and safety, will feel

that this product is particularly made for them.

Classification of Product:

Convenience Good:

Our Soap is a convenience good as it fits in the definition of

Convenience Good.



As it is widely distributed and relatively inexpensive, that is

purchased frequently and with minimum of effort.

Salient Features of Chimer:

A medicated soap

Tea Tree Oil Soap (anti-bacterial, anti-septic, anti-

fungal)

Tea tree oil possesses beneficial properties for the

skin.

Renews the softness of the skin and adds to the

suppleness.

Tea tree oil also has antiseptic antifungal and

bacterial properties, which is why it is used in the

treatment of cuts, burns, infected splinters and all

kinds of wounds.

Relieve itching.

Help you tackle the dandruff problem ( will

introduce tea tree oil shampoo later under this

product line)

Packaging:

White Paper Packet as to give it a touch of a

medicated sophisticated soap.



Its quality and price is reflected in a good packet.

Its unique white wrapper with green font on it is

clearly differentiating our product from other soaps

in the market.

Its packet is made simple yet eye-catching to gain

the attention of customers.

It is protecting the soap bar in, and is giving an

appealing attention grabbing look.

No polythene or poor quality plastics have been used

in packing this product. Its’ paper wrapped and

thus is eco friendly :) .

Labeling:

Brand name is clearly mentioned on the Packet in

Green color.

Its essential component i.e. Tea Tree Oil, is clearly

mentioned on the wrapper.

It is a medicated soap and it is clearly written on it/

Its retail Price is also cited on the Packet.

Name of manufacturing company along with how

you can get access to it is also stated on wrapper.

Bar code is also revealed.

The net weight of soap bar is also clearly written.



The back side of the soap wrapper is also shown

below.

Design & Color: Why Green??

White color is often related to cleanliness, full of life

and hygienic purity.



Green color is often used for healing and is also

considered as full of life.

Chimer is written in Green ink to portray that tea

tree oil is the main ingredient of the soap.

Design and color has been chosen just to give the

packet the touch of a medicated soap.

Price:

Market Entry Strategy:

Market Skimming Prices:

As we are so confident about the good quality of the

product we have kept the price of “Chimer” a bit high, in

comparison with Safeguard, Lifebuoy, Lux, Rexona, Capri,

Pamolive etc.

But if you compare our prices with the medicated soaps

available at chemist shop, price of Chimer is very low!! At a

medical store you’ll find a decent medicated soap at a price of

Rs. 250+. But Chimer guarantees a satisfactory product

against a satisfactory price.

We have fixed our price at R.P Rs. 45.28 + S.T. 3.72

= Rs. 49 which is very reasonable and set after considering

lower middle class.



Placement:

Channels of Distribution:

Our Product will follow this

Channel of distribution

Intensity of Distribution:

Intensive Distribution:


Manufacturer

Agent

Wholesaler

Retailer

Consumer


Soap is a convenience good i.e. it will be purchased heavily so it

has to be available at every bid and small general store,

shopping mall and Parchun Ki Dukaan.

Chimer is widely distributed among retailers and all

promotional measures are considered well to market the

product in the best interest of the buyer and the seller as well.

Promotion:

Promotion Methods:

Advertising:

Electronic ads

Posters

Bill boards

Motion Pictures



Personal Selling:

Through presentations

By mentioning the new product launch in annual report

and company magazine

Sponsorship and seminars

Publications

Public Relations:

Meetings

Samples on 1st day of launch

Promotional Ads:



An ad was designed 1st having with a concealed face of a

girl stating “unveil the diva inside you” with a caption

“coming soon” to create the suspense in the market that

Unilever is going to launch a new product. That ad ran

through the television and was pasted on bill boards and

public places.

Another ad from the same ad campaign was designed

further carrying an unveiled face of a girl with Brand

name and its introduction.

Ads of the soap were widely published in magazines and

newspapers.

In the beginning before launch, free samples were also

distributed among the public to create new brand

awareness and customer loyalty, plus to measure

customer satisfaction from sale of the soap after launch.

Some posters of promotional campaign are attached on

the next page.



Competitors:

As far as public will definitely compare “Chimer” with other

anti bacterial soaps we would be in direct competition with:

Safeguard

Lifebuoy

Other competitors include

Lux

Rexona

Capri

Pamolive

Other beauty soaps

Competitive edge:

Its 2nd to none quality

Its affordable price

Its reputation being Unilever’s product



All products need a USP (unique product benefit). If the product

does not have a USP, why then would any one want to buy it?

Our product does possess some unique qualities i.e. 1st tea tree

oil soap at such a low price guaranteeing health and beauty at

a time.

Factors that we consider in success of “Chimer”

It is only one of its kind product and is of best quality.

It is obviously different and superior from its competitive

products.

It is backed by very efficient marketing team with well

conceived ideas and proper launch techniques plus a

vision for future innovations.

Product is customer focused and enjoys very attractive

markets(product is market driven)



Questionnaire:1: INCOME

0-1000011000-2000030000-4000050000-60000

2: AGE

11-2021-3031-5051-70



3: FRAGRANCE

LEMONMINTJASMINEROSE

4: QUALITY

ONLY SOFTSKINANTI BACTERIALALOE VERAANTI FUNGALANTI SEPTIC

5: ADVERTISEMENT

YESNOMOSTLY



6: BRANDS

DETOLSAFEGUARDLUXLIFEBOYDOVE

7: PRICE

20-3030-5051-70

8: MOST USED BRANDS?

9: IMAGE OF PRODUCT?



10: WHY YOU USE THAT PARTICULARS PRODUCT

FRAGRANCEPRICEQUALITYANY OTHER PARTICULAR REASON

11: AVALABILITY

YESNO MOSTLY



12: REFERENCE GROUP

YESNO MOSTLY

13: OPINION LEADERS

YESNOMOSTLY



Statistical Analysis

S:no Income Age Fragrance Quality Advertisement Brands Price1 0 – 10000 31-50 rose soft skin Yes Lux 30 - 50

2 11000-20000 21-30 Lemon Anti-bacterial yes Detol 30-50

3 30000-40000 31-50 Jasmine soft skin yes Dove 51-70

4 30000-40000 21-30 Mint Anti-bacterial no Detol 20-30

5 110000-20000 31-50 Jasmine Anti septic yes safeguard 30-50

6 11000-20000 31-50 Jasmine Anti-septic no Detol 51-70

7 110000-20000 31-50 Lemon soft skin no safeguard 30-50

8 0-10000 31-50 Jasmine soft skin no Lux 30-50

9 30000-40000 31-50 Mint soft skin no safeguard 30-50

10 30000-40000 31-50 rose soft skin yes lux 30-50

11 11000-20000 51-70 Jasmine soft skin no Dove 50-70

12 0-10000 21-30 rose soft skin no lux 30-50

13 30000-40000 21-30 Jasmine Aloe vera mostly dove 51-70

14 50000-60000 31-50 Lemon Anti-septic yes safeguard 30-50

15 110000-20000 31-50 rose Anri-bacterial no lifebouy 51-70


17 11000-20000 21-30 rose Anti-bacterial yes safeguard 30-50

18 11000-20000 21-30 rose Anti-bacterial yes lifebouy 20-30


20 0-10000 21-30 jasmine Anti - bacterial no safeguard 51-70

21 0-10000 21-30 rose Anti - bacterial yes lifebouy 30-50

22 0-10000 31-50 lemon Anti - bacterial no Detol 30-50

23 30000-40000 31-50 Lemon Anti-bacterial yes detol 30-50


25 30000- 31-50 lemon soft skin no dove 51-70



40000

26 0-10000 21-30 Lemon Anti-bacterial no Detol 30-50

27 11000-20000 31-50 Lemon soft skin no safeguard 30-50

28 0-10000 21-30 lemon Anti-bacterial yes safeguard 30-50

29 0-10000 21-30 Lemon rose yes lux 20-30

30 11000-20000 31-50 Jasmine Anti-bacterial yes Detol 30-50

31 11000-20000 21-30 mint Anti-bacterial mostly detol 30-50

32 11000-20000 31-50 mint Anti-bacterial no lifebouy 20-30

33 30000-40000 21-30 Lemon Anti-bacterial yes Detol 30-50

34 30000-40000 31-50 jasmine Anti-septic no lifebouy 30-50


36 30000-40000 31-50 mint Anti-bacterial yes detol 30-50

37 30000-40000 31-50 Jasmine Anti-bacterial yes detol 30-50

38 11000-20000 21-30 mint Anti-bacterial no lifebouy 30-50

39 11000-20000 31-50 Jasmine Anti-septic yes detol 30-50

40 11000-20000 31-50 jasmine Anti-bacterial yes Detol 30-50

41 0-10000 21-30 rose Anti-bacterial no lifebouy 20-30

42 30000-40000 31-50 Jasmine Aloe vera yes safeguard 30-50


44 0-10000 31-50 jasmine Anti-septic yes lifebouy 20-30

45 50000-60000 51-70 Jasmine Anti-bacterial yes detol 30-50

46 11000-20000 21-30 mint Anti-bacterial no safeguard 30-50

47 11000-20000 21-30 rose Anti-septic no Detol 20-30

48 0-10000 51-70 Jasmine soft skin no lifebouy 20-30

49 0-10000 31-50 Jasmine Anti-bacterial yes safeguard 30-50

50 11000-20000 31-50 rose soft skin yes Lux 30-50



Total Antibacterial Users:

IncomeAnti-bacterial

0-10000 711000-20000 1430000-40000 750000-60000 3

Graphical RepresentationAnti-bacterial

Anti-bacterial

Anti-bacterial

Anti-bacterial

Anti-bacterial

0

2

4

6

8

10

12

14

16

Anti-bacterial

Anti-bacterial 7 14 7 3

0-10000 11000-20000 30000-40000 50000-60000



Front View:



Back View:





Inner Look:


Documents

Sami Marketing Project Finalized