4. INTRODUCTION
ZAPOTOL corp is established in january
2014.This company’s first product is shampoo
and this shampoo will be distribute in
PAKISTAN.ALLENORA means “beauty” Shampoo
is very important everyone use shampoo on
daily basis .Both gender can use this
shampoo,but basically this product is for
women.There will be three size of bottle 100
ml,200 ml and 400 we also give sachet packet to
the consumer because this will easy to carry
out.our plan to become a strong brand of
shampoo in 5 years.
6. MISSION STATEMENT
The mission statement is fulfilling the needs of
its target market by offering smart product,help
people feel good,look good and get more out of
life we are trying to providing self satisfaction
and confidence”
VISION STATEMENT
Our vision is sharing beauty and confidence
with all!
7. OBJECTIVES
• To determine the average level of customer
preferences towards ALLENORA shampoo.
• To identify the most sigfnificant variable affect the level
of preferences.
• To recognize the potential benefits that customer
expect from ALLENORA shampoo.
• Explore consumer reaction towards packaging.
• Understanding consumers perception of quality
advertisement in term of it impact.
• Examine consumers assessment of the product,in
terms of product performance and related benefits
8. PRODUCT REVIEW
• product name is ALLENORA shampoo
• This product is 7 in1 with hair fall ,dry hair,dull hair,rough
hair,anti dandruff,anti-dandruff with conditioner
Product benefits
• magically puts freshness and bounce back into your hair
• Infusion of Needed Nutrients
• Medicine and Active Ingredients
• There is an added vitamin bonus
Availability:
• This shampoo will be available in all the provinces of
pakistan
9. PRODUCT REVIEW
FEATURES:
• Anti damage
• Anti dandruff
• 2 minutes oil remove
• Conditioner
• Strong hair
• Nourishing splits ends
• Long lasting fragrance
10. COMPETITORS REVIEW
HEAD N SHOLDER:
Head & Shoulders shampoo is the most popular brand in
anti-dandruff shampoos and is provided by P&G. It is
considered as the world’s no. 1 anti dandruff shampoo.It
comes in different categories like:
• Classic clean
• Dry scalp
• Ocean lift
• Smooth and silky
• Refreshing menthol
• Intensive treatment
• Active support
• Clinical strength
• Restoring shine
11. COMPETITORS REVIEW
CLEAR:
Clear stands for confidence to provide a healthy,
deeply nourished scalp which has a natural
resistance against dandruff and is the foundation
for strong and beautiful hair, so that you feel
attractive, confident and ready to boldly engage
the world!
• Clear Soft and Shiny
• Clear Hairfall Defense
• Clear Clean & Itch Control
12. COMPETITORS REVIEW
SUNSILK:
Sunsilk is a hair care brand, primarily aimed at women".
Sunsilk shampoos, conditioners and other hair care
products are sold in 80 countries worldwide.these are
the segments of sunsilk
• Think & long
• Soft & smooth
• Black shine
• Hair fall
• Clean & fresh
• Anti-dandruff
13. COMPETITORS REVIEW
DOVE:
• Dove brand’s heritage is based on moisturisation
- proof not promises grew Dove from a Beauty
Bar into one of the world’s most beloved beauty
brands.
• Dove Dryness Care Shampoo
• Clean & fresh
• Smooth and silky
• Long & strong
14. SWOT ANALYSIS
STRENGTHS:
• The company has advanced
technology and skilled
professionals
• ALLENORA shampoo is a
highly quality product in
terms of hair protection.
• The target market is middle
class.
• Network of distribution is
wide.
• Availability of product in
different sizes
WEAKNESS:
• Competitor has
strong promotional activities.
• Customers are offered
better alternatives by the
competition.
• The position of another brands.
• Poor promotion of free
samples
• Poor advertisement
• Lack of brand awareness
15. OPPORTUNITIES:
• Population expanding at a
rapid rate.
• Consumers are becoming
more quality conscious
• Anti-damage ,anti-
dandruffand and
conditioner are another
area where ALLENORA
company earn huge
profits
• High rates of imported
shampoos
• Heavy investment in the
research of shampoos
THREATS:
• economic factors
• rapidly increase in price
of raw material
• Possibilities of new
market entries.
• High rate of
competition
16. Marketing environment
• The marketing environment is a
marketing terms and refers to
factors and forces that affect a
firm’s ability to build and
maintain successful relation ship
with customers .
18. Micro environment
• The marketing-environment affects the
organization directly. It refers to the
environment that mostly closely linked to the
firm
.
• This environment is also not under the full
control of business.
21. Company
In designing marketing plan the company
must take other group into their account the
company have to keep good relationship with
R&D with top management, with finance
department.
23. Customers
Our product will be valuable for customers
because we develop this product according to
their need and want it has all better quality of
material which has other shampoo. But we
compare this product to other’s its price is quite
lower than other shampoo. We have to create
strong relationship with the customer through
giving the best quality and different features.
We targeted consumer markets who buy
shampoo for personal consumption.
25. Suppliers
Our shampoo Aleenora is not very expensive
but if we want to manufacture our quality
image so its depend on our suppliers
performance .
We treating our suppliers like a partner to
supply our product in all area which is critical
to company’s start-up success
27. Public
• Public is any group that has potential to effect
organization’s ability to achieve goal.
• Financial public: we have to maintain
credibility or strong relationship with financial
institutions because in this way we can get
funds and loans this will help in the
production or promotion of ALLENORA.
29. Media Publics
we will have to maintain good relationship with
media public because media is a source that can
spread positive or negative views about product
and create bad or good brand image in the mind
of consumer.
30. Internal publics
We are providing all facility to our employees to
earn more productivity we giving them better
salaries to other’s shampoo company and giving
reward to appreciate their ability in this way
they will do work hard and in this way we will
get large productivity
31. Macro environment
• The conditions that exist in the economy as a
whole, rather than in a particular sector or
region. In general, the macro environment will
include trends in gross domestic product
(GDP), inflation, employment, spending, and
monetary and fiscal policy. The macro
environment is closely linked to the general
business cycle, as opposed to the
performance of an individual business sector.
34. Technological
Technology can affect this shampoo through
online purchasing in internet which is new trend
in market so people can buy our shampoo
online through our websites and also by
Facebook just poke in our page that which type
of Alenora do you want? And we will send our
product into your home according to your
demand.
36. Natural
Natural environment can affected because of
Unavailability of water, chemicals for e.g. sodium
chloride that is used to thicken the mixture, glycerin that
works as a preservative and other ingrediance which
prevent fungal and bacterial spoilage and oil. If we didn’t
get this thing from natural we cant produce shampoo
with different features and best quality. If we recycles the
raw material we can save the natural reserves.
38. Economical
• Consumers are taking interest on our product
and increasing there purchasing power and
spending patterns
• We launch new product in shampoo industry
which is focusing more on low budget
shampoo in the market.
40. Demographical
• Demographical environment can also affect.
Increase in population large amount of
population can purchase this shampoo. Wide
distribution network in cities areas of
PAKISTAN ,all PAKISTAN can purchase this
shampoo where they want in PAKISTAN.
42. DEMOGRAPHIC SEGMENTATION
• The largest segment for ths entire industry is
women .This product is both for women and men
but mainly this product is designed for women
because women want to look preety.
• we segmented this product in income level also
ALLENORA shampoo targeted those customers who
have low income.
43. BENEFIT SEGMENTATION
we targeted those customers who find the benefits
while purchasing any shampoo.market
segmentation is basically based on consumer
preference for a specific product attribute or
characteristic.first this product is 7 in 1 this product
has low price and make strong hairs.because Some
customers are interested in two or three benefits,
not just a single one.
44. GEOGRAPHIC SEGMENTATION
• In this we offer this product in just PAKISTAN
and in small and big cities of pakistan
45. PSYCHOGRAPHIC SEGMENTATION
• psychograpic segmentation is also called lifestyle in
this we targeted those peoples who prefer bestest
shmapoo for their hairs in low price who are now
very concious about their hairs.
• This shampoo is also 2 minute oil remove shampoo
in busy life style people haven’t time for anything
there is no need to use shampoo for 2 times even if
consumer’s hair is oily.in this we targeted those
consumer those have busy life style.
46. • In which segment we got the better response of consumer
and in which segment we can earn more and in which
segment we can satisfying the customer basic needs and
wants. We selected damage and dandruff.
• Black shine hairs
• Skiny hairs
• Long & silky hairs
• Oily hairs
• Straightening and smoothing hair.
• Damage and dandruff
• Soft baby hair
• Colour care hair
• Natural shine hair
47. PRODUCT:
This product is good because we are providing 1
solution of measure 6 problems and 1 is conditioner
means this is 7 in1.it is 2 minutes oil remove
shampoo wtih long lasting fragrance with these
qualities at a low price.
PRICE:
This product is affordable jus 55 pkr of 100 ml, ,200
ml about 120, 400 ml about 240and 5 ml about 3
rupees in this we targeted middle class people.
48. PLACE
the production plant of this shampoo is held in
karachi we will put this product at the right place
that will be available at right time in
supermarkets,cash n carries, and also in stores
because consumers can buy at any time when they
want
PROMOTION:
We will use celebrities in product promotion ,free
sampling,bill boards and sign boards of ALLENORA
SHAMPOO.and also advertisement in television at
prime time for the public beacuse these things will
give awareness about the product.
49. MARKET DIFFERNTIATION AND POSITIONING:
( COMPETITIVE ADVANTAGE)
DIFFERENTIATION:
This product is less than all leading brands and this
product is 7 in 1 there is no one any product that
have damage free+anti-dandruff+conditioner.this
problem is common in pakitan everyone have
dandruff in hairs and almost everyone hair is
damaged beacuse of using straightner dryer.and
this shampoo is 2 minute shampoo for removing oil
and this is high affordable shampoo.this shammpoo
giving long lasting hair fragrance.
50. POSITIONING:
The desire of the customer is basically thay want
their hairs strong means damage free and free
from dandruff we create position in the mind of
customer that this is the product they want this is
the whole product for them.Allenora shampoo
will satisfy their needsALLENORA shampoo at a
affordable price a mild shampoo which reparis
hair damage and give fragrance and shine with
conditioner to their hairs.
51. IDENTIFY THE COMPETITIVE ADVANTAGE
• Black shine hairs
• Skiny hairs
• Long & silky hairs
• Oily hairs
• Straightening and smoothing hair.
• Anti-Damage and dandruff+conditioner
• Soft baby hair
• Colour care hair
• Natural shine hair
• Think & long
• Soft & smooth
• Black shine
• Clean & fresh
52. CHOOSING THE RIGHT ADVANTAGE
• We offering the good advantage then others
anti dandruff and anti-damage of hair is a
basically problem of everyone dry hair,hair
fall,rough hair,hair fall,nourishing splits
end,conditioner,2 minutes oil remover with
long lasting hair fragrance. it is a good
advantage that we are offering no one giving
these advantages in one product or
shampoo.
53. SELECT AN OVERALL POSITIONING
STRATEGY
• For those customer that we targeted this is the
whole product or this is the product that you want
we are saying this is 7 in 1 no one giving this types
of features or advantages in one product with best
quality and with low price.
56. control
Zapotol Company send their groups for survey that this
product satisfying their needs or not?
Consumer’s are aware from this product or not? What
consumer’s expectation from this product?
what is consumer’s desired? If sales decreases in any city
or area what is the reason is there packaging
issues? or any complain about product. Company will
oversees that how much sales in current month
& also need to consider about expenses,& will be aware
about new techonology & know about new
competitors from this we can controlling all these things.
57. ACTION PLANAction programme is basically considered with the
resources and activities of other department including
buying,finance and so on.
•In june we will launch about 120000 shampoos bottles and
100000 sachet packet. all over in th pakistan and will give
awareness about the product to the people.
•In july we will start an integrated print ,internet,tv and radio
compaign targeting womens and consumers.the compaign
will show haw many benefits and qualities of ALLENORA
shampoo.This compaign motivates and convience to the
people.
•In august the multimedia advertising compaign continues
in whcih we will add consumer sales promotions for
example contest in which consumer share their views,how
they feel with allenora through videos we will also ditribute
new point of purchase displays to support our retailers
58. ACTION PLAN
•In september we will offer prizes to the retailer
organization and salesperson that sells the most
allenora shampoo.
•In october we will run new advertising compaign.In
tv and radio ads the celebrities will tell them about
the product that how thay feel with allenora with 7
solution in 1 shampoo.
•In november we will survey overall pakistan that
the consumer are satisfy with allenora shampoo,Is
allenora shampoo satisfying their needs and wants
what are more expectations towards shampoo.
59. BUDGET
• We are selling ALLENORA shampoo is about 55 PKR 100ml,200 ml
about 120, 400 ml about 240and 5ml about 3 rupees less than all
leading brand shampoo
• our project is about 22500000 crore
• Total cost production is with 130000 units is about 15400000
• our selling price is about 16900000
• profit margin is about 1500000
• In first year we will distribute 120000 bottles,40000 of
100ml,200 of 40000,and 400 ml about 40000 and 100000
sachet packet.
• public warehouse we hier is about 600000,insurance will be
1500000,distribution cost will be 2000000,advertisement and
promotion cost 900000 in sampling or different schemes
60000