Company: Rose petal

Introduction:

• Established under the banner of Packages Ltd.

• Established in 1956 as a joint venture between the Ali Group of Pakistan and Akerlund and Rausing of Sweden, Packages Limited

• Rose Petal has been the pioneer and leader in its market category for the last 25 years

Company’s objective

• Our objective is to introduce a potential personal care product which can be an addition to Rose Petal’s existing range of products

• Our team has come up with a non –alcoholic hand sanitizer spray which offers instant elimination of germs that become catalyst for common illness and also offer protection for the skin

Product Introduction:

Existing Product Line

• Facial

• Toilet

• Hand Towel

• Party products

• And now we will be introducing a new product in our business portfolio, which is Purifier, a spray sanitizer

Brand Name: Purifier

Brief Description of Product

• Non-alcoholic instant hand sanitizer spray

• It is also Non-toxic, non-flammable and therefore

safe for kids.

• Our .5 ounce (15ml) sprayer lasts 3 to 5 times longer and provides protection way beyond alcohol based products

Competitive Advantage

• Purifier is a first of its kind hand sanitizer spray while mostly hand sanitizers are in gel based form. This provides Purifier with a unique position in the market.

• Purifier’s non-alcoholic formula will allow it to gain acceptance and recognition more easily in Muslim societies

• Patented formulation that is both Antibacterial and Antimicrobial

Marketing Plan (SWOT Analysis)

Strengths:• Brand comes from a reputable (old) company• The first spray based hand sanitizer in the

market• A potentially large target market• Ease of availability • Well- designed product packaging• Recommended by doctors • In line with traditional values and beliefs

Weaknesses:

• A lack of awareness of the product

• Massive expenditure required for promotional activities

Opportunities:

• Product range can be expanded

• Diversity into related products

• A need for hand sanitizers

• Mass appeal

• Possibility of capturing personal care market for hand sanitizers

Threats:

• Slow market growth

• Entry in the market may trigger others to follow

• A dynamic macro environment of the country

• Promotion can be misleading or ineffective

BCG Matrix:

Our product comes under the “Question Mark” level, because it is just being introduced to our target market and will take time to move to other levels

Competitors Analysis

Major Competitors:

• Dettol soap

• Safeguard

• Lifebuoy

Overall Strategy for Responding to Competition

Brand Name:

The customers, instead of thinking about the overall style and design of the packaging, they should think about the prestige and hygiene care that is only brought to them

by Purifier.

• Customer Loyalty

In order to gain long-term customer loyalty we are ensuring that our product will be widely available in chemist stores, super stores and small shops so our potential

consumers can easily get there hands on product

Opinion Leaders

Doctor’s are the opinion leaders of our product who will influence our target

market on the purchase of our product as a scientific and medicated

recommendation

MARKETING MIX (4 P’S):

Pricing Strategy

We intend to follow the Prestige pricing strategy because our product is innovative and distribution is on selective outlets

Consumer price of our product is Rs: 75 only

Place/Location

Clinics

• Dr Alvis clininc.- Sindhi Muslim Society

• Dr Burkis clininc - Khyban-e-Shamsheer

• Dr .Mitha’s Clinic – Zamzama Blvd

• Dr. Naseema kapadia-Taj medical complex

Retailers:• Agha’s super market - Clifton• Motta’s - Clifton• Ami’s - Defence• Paradise - Clifton• Naheed’s - Tariq Road• Jumbo - Gulshan Iqbal• Saanies - Pearl Continental• Ziauddin Pharmacy - Ziauddin hospital• OK Super mart - Nazimabad• Time Medicos - National Stadium, Gulshan Iqbal• Big Save - New millennium mall, Gulshan Iqbal• Astra - Parktowers• National Medical Centre – Defence• Others

Product:Product Life Cycle (PLC):

Promotion: AdvertisingAdvertising StrategyPioneer advertising because of its primary demand, introductory stage and awareness information & interest.

Selected Advertising MediaMedia Types: •TV•News papers •Outdoor Advertising Media Vehicles: •GEO TV•ARY DIGITAL•EXPRESS NEWS

News Paper• The placement of our product would be on the

third page of DAWN, JANG, and THE NEWS once a month on weekends especially on Sunday for 4 months.

Outdoor Advertising• Distribution of posters, broachers to our retailers

and the doctors, 2 posters and 50 broachers to each retailer and doctors. And on the basis of broacher’s consumption of more printing would be done.