Presented By:Hina YousufSana Jafri

Aqib Awan Abbas Sherazee

Jahangeer Ali Khan Faizan Ahmed

About Us Stardust Private Limited

Pure – Moisturizing Hand Wash Fresh – Body Wash Face Factor – Gentle Face Wash

New Product O0

The founders of Stardust Pvt. Ltd are as follows:

Hina Yousuf Sana Jafri Faizan Ahmed Jehangeer Ali Khan Abbas Sherazee Aaqib Awan

Organization Chart CEO

Director Marketing

Brand Manager

Advertising

Agency

Creative

Account

Executive

Assistant Brand

Manager

Director Finance

Manager Finance

Accountants

Director Human Resources

Manager Human Resources

Human Resource

Executives

Director Production

Manager Production

Production Supervisor

Director Sales

Manager Sales

Sales Executives

Distribution

Manager

Assistant Distributi

on Manager

Misson ‘To manufacture and supply premium quality deodorant sprays to consumers at a cost effective yet profitable price. Build positive relationships with customers and

satisfy customer life style and hygiene needs.’

Vision ‘To establish ourselves as the only deodorant manufacturing company in

Pakistan that produces premium export quality deodorants to consumers within

and outside Pakistan. Our vision is to break the perception of associating low

quality with locally manufactured products.’

Market Share

Axe13%

Lynx3%Rexona

6%

Fa13%

Sure10%

Nivea6%

Adidas11%

Nike11%

Gillette5%

Impulse8%

Other Deodorants14%

Market Shares of Deodorants

All Deodorants3%

Perfume42%

Talcum Powder40%

Alternatives15%

Market Shares of Direct & Indirect Competitors

Consumer Characteristics Age

Target market 13 – 25 Habitual users

Life Stage Middle School, High School, College, or

University Fresh Graduates Fresh Career People who are interesting in leisure activities,

such as parties and sports

Use The uses of 0º will be as follows: Daily grooming Personal care and hygiene Getting dressed

Geographic Location 0º is targeting the upper-middle and

upper class individuals of Pakistan in: Karachi: Areas include Defence, Clifton,

KDA, Bahadurabad, and North Nazimabad Lahore: Defence, Gulberg, Liberty,

Lahore Cantt, and Model Town Islamabad: Most of Islamabad is

included in the geographic location Faisalabad: Most of Faisalabad is

included in the geographic location

Positioning

SWOT ANALYSIS

Strengths 0º will be the only deodorant manufacturer in Pakistan Since it will be a manufacturer within Pakistan, there will be no payments of

customs State-of-the-art imported machinery Established corporate image Low cost labor Self-generated power supply Strong liquidity base Low priced product Centralized organizational hierarchy Strong research into target market Sex appeal used in advertisement, which attracts people Commitment towards customer satisfaction Commitment to provide reliable products of high quality Caters to both genders Only one other deodorant brand (Rexona) advertises in Pakistan

Weaknesses  Imported ingredients Startup cost of capital equipment Inexperienced employees Training requirements No brand recognition No scent variety Not accredited by any quality control body No previous experience in deodorant market Less market share in initial stages of product life cycle Not many deodorant users exist in the market (3%

penetration in entire population) 0º only targets the upper-middle and upper classes, thus

there is a restriction to the strategies being used

Opportunities Expanding targeted markets International expansion Increasing shelf-space Vendor Supply System Large numbers of sales can lead to

economies of scale Introducing variants in the future

Threats Reluctance of consumers to try new and

locally manufactured product Political instability Competition by large and established

multinational corporations Emergence of more brands Price wars

P.E.S.T

Political Issues Gang Wars Strikes Change in Government Regulations Taliban Threats Security Concerns Public Holidays

Economical Issues Global Recession High Inflation Rate in Pakistan High Rate of Borrowing Globalization: The phenomenon of

globalization has led to several famous and large brands of deodorants from different countries being recognized and accepted by consumers.

High Fuel Prices

Social Issues Small Target Market Social Acceptance Nuclear Families

Technological Issues Lack of Machinery Lack of Skilled Labor Lack of Electricity Lack of Raw Materials

Competitive Advantage Price Production

Marketing Mix Product Place Distribution Price Promotion

Product Female Deodorant Ingredients

Butane Isobutane Propane Parfum Cyclomethicone Aluminum Chlorohydrate Talc Disteardimonium Hectorite Dimethicone Octyldodecanol Butyloctanoic Acid Theobroma Cocoa Extract Cocoa Seed Butter

Product Men’s Deodorant Ingredients

Alcohol Denat Butane Isobutane Propane Parfum Isopropyl Myristate Propylene Glycol Linalool Citral Benzyl Alcohol Benzyl Benzoate Eugenol

Competitor PricesMen Women

Fa (150ml) 150 150

Sure (150ml) 190 185

Nivea (150ml) 260 280

Axe (150ml) 160 -

Lynx (150ml) 160 -

Rexona (Roll-On) 90 90

Adidas (150ml) 170 165

Nike (150ml) 170 165

Gillette (150ml) 195 -

Impulse (150ml) - 120

Cost DistributionMen Women

Raw Material Cost 30 34

Overhead Cost 4 4

Labor Cost 4 4

Promotional Cost 34 34

Distribution Cost 3 3

Profit 6 6

Total Cost 81 85

Distributor Margin (10%) 4.05 4.25

Cost Before Sales Tax 85.05 89.25

Sales Tax (16%) 13.608 14.28

Cost After Sales Tax 98.658 103.53

Retailer Margin 9.8658 10.353

Maximum Retail Price 109 114

Distribution Manufacturer Wholesaler Retailer Consumer

Short-Term Promotional Objectives:

Penetrate market by 3% in the first fiscal year Establish competitive prices to capture markets Create brand awareness through heavy advertising Solidify distribution base Build PR through launch event Achieve high state of product awareness and recall Achieve economies of scale by June 2010 Build better relationship with wholesalers than

rivals Have a better reputation with customers than rivals

 Long-Term Promotional Objective

To achieve 20% return on capital employed by June 2015

To gain 10% of the market share by 2019 Diversify product range by 2015 Achieve growth of 60% by 2016 Capture different target markets Establish brand loyalty and equity Export 0º to far-east and middle east

markets by 2025

Promotional Mix Advertising

Facebook GT Magazine 96.0 FM 89.0 FM Billboards Dawn Newspaper Daily Times Newspaper Play TV Style 360

Sales Promotions Promotional Campaigns in

Supermarkets Karachi: Agha’s, Ebco, My Superstore, and DMart Islamabad: D. Watson, Shaheen, Herald, Jinnah

Superstore, and Shams Store Lahore: HKB, Pot Pourri, Zakah Pharmacy, Liberty,

and Europa Faisalabad: All large stores

Middle Schools and High Schools Colleges The best Gyms in each city (such as Shapes and

Lifestyle in Karachi)

Public Relations This would be done in the sense of

getting media publicity by having reviews and articles written about 0º in magazines and newspapers. There could also be TV and radio presentations given. 0º could also host or take part in charitable events and contributions.

Promotional Budget for Men

Total No. of Cans Sold per retailer, per month 20

Total Sale per year 240

Total No. of Retailers 2500

Total Cans Sold per year 600,000

Total Sale Rs. 65,400,000

Promotional Cost Per Can 34

Total Cans Sold per year 600,000

Annual Promotional Cost for Men’s Deodorants 20,400,000

Promotional Budget for Men’s Deodorants (Rs. 109)

Promotional Budget for Women

Total No. of Cans Sold per retailer, per month 20

Total Sale per year 240

Total No. of Retailers 2500

Total Cans Sold per year 600,000

Total Sale Rs. 68,400,000

Promotional Cost Per Can 34

Total Cans Sold per year 600,000

Annual Promotional Cost for Men’s Deodorants 20,400,000

Promotional Budget for Women’s Deodorants (Rs. 114)

Total Promotional Budget Total Annual Promotional Cost = Rs. 20,400,000 + Rs. 20,400,000 = Rs. 40,800,000 Total Annual Sales (Forecasted) = Rs. 65,400,000 + Rs. 68,400,000 = Rs. 113,800,000

Media Identification Facebook GT Magazine Billboards Dawn Newspaper Daily Times Newspaper Play TV Style 360 96.0 and 89.0 FM Event

Budget Allocation

2%30%

30%12%

22%5%

Total Budget – Rs. 40,800,000

EventPrint AdsBillboardRadioTVInternet

Media Schedule Chart for 1st Quarter (June-August)

Television: Dawn News Style 360 Play TV

1 minute advertisement at prime time – 6pm to 10pm. 5 times daily

Radio: 96.0 FM 89.0 FM

15 second advertisement at prime time – 6pm to 10pm. 5 times daily

Billboards: 4 Billboards in Karachi 2 Billboards in Lahore 1 Billboard in Islamabad 1 Billboard in Faisalabad

Karachi: 2 Talwar, 3 Talwar, Shahrah-e-Faisal, Clifton BridgeLahore: Liberty, GulbergIslamabad: Block F-9Faisalabad: Anywhere

Internet: FacebookMagazines: GT

Once every month – full page advertisement

Newspaper: Dawn Daily Times

Dawn: Twice every month, so 6 times in the quarterDaily Times: Only on Sunday supplement

Event Product Launch Event

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