fairy clean & clear final
DESCRIPTION
A business plan for Fairy liquid to launch in Pakistan for P&G competition.TRANSCRIPT
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