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EXECUTIVE SUMMARY

Skin color is one of the most important aspects of a person’s personality. Person with

afair and a glowing complexion will always feel confident in front of others.

The currentmen fairness cream market is dominated by Skin care, having the

largest market sharefollowed by Emami fairness cream. The initial launch pad for 

this product will be done inKarachi followed by nationwide launch after its success in

Karachi. The SWOT analysistells the about the product and company external

environment and the BCG (BostonConsulting Group) matrix gives us an

 projected view of the placement of our product inthe market which allows us to

create strategies and tactics in order to have a successfulproduct launch.FAB is

dedicated to provide its consumers the best and have a target of achieving

5%market share and will create strategies to increase by 0.5%

annually and eventuallybecome the market leaders. In order to

create awareness of our product, we havefollowed tight communication

 plans which include different mediums used in advertisingand promoting our  product. FAB is dedicated to satisfy their customer needs

 bycontinuously innovating and improving its fairness cream and

 bringing them to itscustomers at an affordable price.

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COMPANY INTRODUCTION

FAB

is a dynamic organization which lays the foundation of its production inIndia.FAB is a

 partnership firm among four partners. It is Startup Company and willstart its operations

 by producing its main product FAB men fairness cream and have avision of introducing

a wide range of products for both male and female in the near future.It caters to the

cosmetic industry of India by manufacturing a high quality fairnessproduct. Forecasting

the current market, FAB is ready to launch its fairness cream withits tagline being “total

fairness in 3 weeks”. A product like FAB fairness cream will takethe market by storm.

At initial stage we have just selected Karachi as our launch padand are planning tolaunch nationwide after successful launch in Karachi. To make anybusiness successful,

we must concentrate on the need of the product in the targetmarket.

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To view change in the market as an opportunity to grow; to use our 

 profits and our ability to develop and produce innovative products,

services and solutions that satisfy emerging customer needs.

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  Employee commitment

 

To help COMPANY employees share in the company's success that they make

 possible; to provide people with employment opportunities based on performance; tocreate with them a safe, exciting and inclusive work environment that values their 

diversity and recognizes individual contributions; and to help them gain a sense of 

satisfaction and accomplishment from their work..

  Leadership capability

 To develop leaders at every level who are accountable for achieving business results

and exemplifying our values.

  Global citizenship

 

Good citizenship is good business. We live up to our responsibility to

society by being an economic, intellectual and social asset to each

country and community in which we do business.

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