1

TOPIC: MARKETING PROJECT REPORT ON MOISTURISING CREAM

SUBMITTED TO: MOHAMMAD YAHYA

JAFFAR

SUBMITTED BY: AHSAN GULRAIZ

HAJRA HASHMI
MARIUM NAAZ

SHABEEK SYED
MUHAMMAD HADI
ABID ALI

DATE: 9 TH
OF AUGUST,
2010

2
Table of Contents
TOPIC: MARKETING PROJECT REPORT ON MOISTURISING CREAM. .2

TABLE OF CONTENTS..................................................................................................3

MISSION STATEMENT..................................................................................................6

CORPORATE MISSION..................................................................................................6

INTRODUCTION..............................................................................................................7

COMPANY HIERARCHY:.............................................................................................8

TARGET MARKET;........................................................................................................9

S.W.O.T ANALYSIS............................................................................................................9
Strengths: ....................................................................................................................9
Weaknesses: ................................................................................................................9
Opportunities: ...........................................................................................................10
Threats: .....................................................................................................................10
STRATEGIC MARKETING PLANNING:......................................................................................10

PRODUCT:......................................................................................................................10

PRODUCT ANALYSIS:.................................................................................................11

PRODUCT LEVELS:...............................................................................................................11
Core Product: ...........................................................................................................11
Product features:.......................................................................................................11
COMPETITION:....................................................................................................................11
Brand Competition: .................................................................................................12
General Competition: ...............................................................................................12

MARKET RESEARCH ANALYSIS-WHITE GLOW:...............................................12

HOW WHITE GLOW COLLECTS DATA FOR MARKETING RESEARCH:................................................13

WHITE GLOW PHILOSOPHY....................................................................................13

How to use white glow cream?..................................................................................14

3
 PRODUCT LINE STRATEGY:..................................................................................................14

PRODUCT COMPETITION:........................................................................................15

PRICING STRATEGIES:..............................................................................................16

DISTRIBUTION:.............................................................................................................16

PROMOTION:.................................................................................................................17

THE PROMOTIONAL BUDGET:...............................................................................................17

WHITE GLOW’S PROMOTION MIXES:..................................................................18

Advertising:...............................................................................................................18
SALES PROMOTION:.............................................................................................................20
Placement..................................................................................................................20
Free sampling: ..........................................................................................................20
Contests: ...................................................................................................................21
Conferences:..............................................................................................................21
......................................................................................................................................21
PERSONAL SELLING:...........................................................................................................21
PUBLIC RELATIONS AND PUBLICITY:.....................................................................................21

CONCLUSION:...............................................................................................................21

4
 ACKNOWLEDGMENT

We would like to thank our parents

who are keen to see us well
educated, we would like to thank
students of BUITEMS who helped us
in completing our survey, we would
like to thank our senior colleague
Deepak MBA 3 rd
(HRM) who gave us
road map for making this report.

5
 MISSION STATEMENT
“To provide the best quality products to consumers to fulfill their entire
needs.”

CORPORATE MISSION
“ To become the number one consumer goods company in all the regions
it is operating.”

6
 INTRODUCTION
We are introducing a moisturizing cream with the name ‘’White Glow moisturizing
cream, by keeping the weather conditions of Pakistan in mind we thought to
introduce such a product that provide greater protection from harmful sun rays, it
will keep the skin moist, it will remove dark spots and fight against dryness, in our
country mostly people are conscious about their skin complexion and every time
they are in search of a product which can satisfy them. Another important
characteristic of our population is that most of our population is poor or they
come in lower class, a large group of people makes a middle income class, and a
small group of people came in upper class. As majority of our population belongs
to middle class, people who are conscious about their skin but at the same time
they have limited resources, they cannot afford expensive imported creams.
There is a good news for all of them we will provide them a cream which will
solve their problems this cream is economical and pure and it has no side effects
people of any age can use this cream without any fear, and we assure you that
you will feel a clear difference after 15 days of usage, and you find any side
effect or if you feel no change then you will get full payment from the company.
We are giving free samples to create awareness among people we are sure that
after trying our samples you will surely buy our cream.

7
 COMPANY HIERARCHY:

M a n a g i n g D i

D i r e c t o r DM i r a e r c k t e o t r i n F D g i n i r a ae n n c d

M a r Ak e c t c i In o n g u v n e M t n s a t o nM F r a y a a g n Mc e aF t r oa g a Arn e c y

P r o d u c t C a t e g o r y M a n

B r a n d M a n a g e r

A s s i s t a n t B r a n d M a n a

8
TARGET MARKET;

We are introducing a moisturizing cream and before launching it we made a

survey to find our future customers. The survey greatly helped us in finding our
target market. we circulate our questionnaire to 100 people belonging different
occupations and age, and after reading all the filled questionnaires we find that
major users of our cream are youngsters who are mostly students or are working,
the percentage of wife’s was only 5%, out of remaining 95% people 60% are girls
and 10% and other 25% were not interested, future users will be girls. So we will
mainly focus on female customers and we will promote the cream by using this
strategy.

S.W.O.T ANALYSIS
Overall organizational SWOT analysis

Strengths:
White Glow’s strength lies in its strong marketing team. Even while working
within a small budget, the team will deliver and carve a niche out for itself in the
consumer goods market. Its aggressive strategies will clearly reflect in the
marketing campaigns marketing efforts will be particularly strong in the
promotional, and the distribution aspect of its marketing mix.

Weaknesses:
Lack of capital, and inadequate financial resources, is a big weakness for White
Glow Facing the onslaught of huge MNCs like Johnson & Johnson, and WG,
requires a strong monetary backing. Since White Glow, is basically sponsored by
a local group (Lakson), their financial background is comparatively weak

9
Opportunities:
I will Grow demands for consumer goods, especially branded items, represent an
ideal opportunity for White Glow to cash on. Similarly, positive economic signals,
economic growth, and the end of recessionary periods around the globe present
bright economic marketing prospects for White Glow

Threats:
Continuous onslaught by other companies, especially Garnier, will be a big threat
for White Glow; Garnier has captured huge market shares. Its aggressive
marketing strategies pose an ever-increasing threat to White Glow’s marketing
efforts.

Strategic Marketing Planning:

White Glow will prepare its strategic marketing plans for its product. These plans
will be formulated by the brand management teams and will carefully be
reviewed semi annually. Progress reports will regularly be submitted to the top
Managers.

PRODUCT:
White Glow (Pakistan) has Four major benefits
• Moisturizer
• Protect from harmful sun rays
• Removes Dark Spots
• Wrinkle Decrease

10
PRODUCT ANALYSIS:

PRODUCT LEVELS:

Core Product:
The core idea of white glow is, to provide people ‘something that makes clean,
healthy, smooth and fair skin.

PRODUCT FEATURES:
This cream contains;

Almond oil
Glycerin
Cyclopentasil oxane
paraphinelotion
methylparaben
limonene
Vitamin E.

COMPETITION:
The competitive environment also will have a big influence on White Glow
marketing programs. WG mainly will competes with a other huge multinationals,
namely, Garnier, Ponds, Fair & lovely, and The brand war between these fast
moving consumer goods marketing companies Will especially be tough.

A careful analysis of the competitive environment among these reveals three

types of competition, namely: Brand competition, Substitute competition, and
General competition

11
BRAND COMPETITION:
Brand competition exists between similar products. For example, in the case of
White Glow, Fair& Lovely, Garnier, Ponds, and Dove will compete.

General Competition:
In a more general sense, White Glow will compete with every other company for
a share in the consumer’s budget.

MARKET RESEARCH ANALYSIS-WHITE GLOW:

WG believes in not only building its differential advantage over the competitors
but also in maintaining it through constant research and development. The
research efforts will be channeled towards making improved product, finding out
new and improved ways of reducing its costs, and exploring new opportunities for
promoting its products as compared to its rival products,.

Marketing Information system will provide us to stay up to date, information

about the competitors’ sales information, their marketing strategies, and also
pertinent timely information about the market demographics, the changing tastes
and trends, information about the sales and demand of substitute products, and
any product that might be a threat to the White Glow cream. .

White glow will have a computerized marketing information system, whereby the
company maintains all sales records, and captures market data as mostly
relayed by the sales people.

Relational databases will be maintained, which store data of customers,

suppliers, changing market trends, as well as sales data.

Marketing Research Projects will be carried out as and when required. These
projects will mostly start at a time when a new product is ‘in-the-pipeline’.

12
Research to ensure that it is going to make the right kind of product but it also
likes to make sure that the product is launched at the right time, the right way,
and in the right market. Thus marketing research projects will be carried out to
ensure that the launching goes right.

HOW WHITE GLOW COLLECTS DATA FOR MARKETING RESEARCH:

White glow uses both primary, as well as secondary data while conducting
research. Primary data primarily consists of forms filled out by the customers at
the retailer end, as well as retailer feedback on customer preferences. Usually
both of these are utilized whenever conducts a formal research, such as for the
launching of a new product.

Important information regarding competitor performance can also be obtained

through primary and secondary research. Such a practice of collecting
information about competitors in the case of secondary information is called as
Competitive Intelligence. White glow likes to collect data about the sales of its
own product as well as those of competitors by geographical location, in order to
keep up with customer preferences and make any necessary changes in its
marketing mix. White glow’s research department if highly sensitive to any
changes in the sales of rival products.

Important sources for acquiring secondary data are the published journals on
Fast Moving Consumer Goods Companies.

WHITE GLOW PHILOSOPHY

White glow will use wherever possible active natural ingredients which have been
carefully extracted to preserve their quality and purity.
Products have been dermatologic ally tested to ensure respect to your skin

13
HOW TO USE WHITE GLOW CREAM?
• Apply daily in the morning on perfectly clean skin
• Gently massage in to the skin using light circular movement from the
center of your face outwards.
• Do not apply to the delicate eye area

If you need more than just fairness cream, a moisturizer that not only lightens
Your skin but also helps prevent dark spots and darkness.

White glow daily moisturizing cream will have a multi-target action to achieve a
fair And radiant look it smoothes lightens the skin protects from UVA and
helps prevent appearance of dark spots.
Its unique formula blends a moisturizing cream with selective active agents
Pure lemon essence and Vitamin C to clarify and smoothen skin
Long Dan extract to help slow down darkening
Glycerin to moisturize and comfort the skin
UVA and UVB filters to protect the skin from sun

PRODUCT LINE STRATEGY:

WG will package the WG moisturizing cream is the black colored packaging to

differentiated its identity in the market. This packaging color is for the consumers
to identify the product when if they can’t read. The different sizes of WG Cream
are all will be packaged in the same bottle packaging just sizes are different. As
found from the product questionnaire. Such a strategy is being followed so that
the product is distinct not only from the competitors but also from any future
product line in creams that WG may introduce.

14
PRODUCT COMPETITION:
The competitions in the WG category especially in the creams market very
intense. For nearly a decade, a cutthroat battle has been going on between
brands belonging to established companies.
Ponds have captured a huge chunk of the market and its share is increasing day
by day. Some of the major competitors are as follows
1. Fair & Lovely
2. Garnier
3. Lakmy..etc

Among all these competitors, Ponds has the largest market share. It comes very
close to overtaking WG in terms of sales. WG will be a more general product for
overall skin while fair & lovely targets people with oily skin. Due to poor hygiene a
large number of our urban population suffers from skin problems and hence
ponds have been able to capture a large chunk of the market. A couple of years
back when pond’s share was increasing at a very high rate, there were plans of
WG to introduce a similar specialized product with White Glow brand name. The
introduction of Fair & Lovely Clarity in the market by a competing group will be
another challenge WG brand management team will have to face. Fair & lovely
was targeted at the middle class and was priced at nearly at half the price of
existing brands. Its promotional campaign focused on its cost-leadership strategy
and the brand was successful in the market leader for a brief period. Garnier is
another prominent player in the cream market. Premium priced Olay is targeted
at the upper class Garnier marketing strategy lays a greater emphasis on
shinning and smooth skin for social acceptance rather than on acne problems.
Stamens some years back used to be market leaders but have lost its share
mainly due to ineffective promotional efforts. Ponds, Fair & Lovely, and Garnier
are other competing care products WG will have competition with..

15
PRICING STRATEGIES:
When White Glow will be introduce in the market, market skimming pricing
strategy will be used. The price will be higher than most of the brands.

WG will Emphasize on quality for product differentiation it will never use price
cuts to increase its sales. WG price throughout the country will be the same.

Distribution:
White glow will be one of the most effective networks in the country. Its deep
penetration from UV rays and dryness is remarkable. It is because of this
effective system that white glow will widely be available and will occupy a
substantial place on the retailer’s shelves. White glow distribution will take place
through various channels. In the urban areas the chain is:

White Glow Express to Distributors to Retailers to Consumers

In certain semi-urban areas the company will follow a slightly different route. For
areas like Quetta, Hyderabad, Sukkur, Sialkot, Gujaranwala etc the company will
involve agents wholesalers for the expertise in these areas. The chain therefore
will expand Into

White Glow Express to Distributors to wholesalers to Retailers

Consumers

However, in purely rural areas, WG will be directly sold through agent

wholesalers:

White Glow to wholesalers to Retailers to consumers

16
PROMOTION:
Promotion is the most important element of the marketing of any consumer good
item especially if it’s a convenience good.
Since competition in the all care area is extremely intense, it is promotion, which
brings out the differential advantage of a product. The management of White
Glow realizes the importance of promotion and huge efforts will be made to
ensure effective promotional planning and the success of all promotional
campaign. White Glow will heavily be promoted.
White glows will be successful over other brands could be attributed to its high
and effective promotional campaign. The promotional mix of white glow consists
of the following activities:

1. Advertising
2. Sales Promotion
3. Personal selling
4. Publicity
5. Public relations

On an overall basis a push strategy will be applied. This will be directed towards
the ultimate consumers with the intention to motivate them to ask retailers for
their product. In turn the retailers would request the product from the wholesaler
and distributors.

The Promotional Budget:

Promotional budgets of White Glow will usually establish at the beginning of the
year but the management will be always ready to adjust them, if such a need
arises. The overall budget will be set after analyzing after analyzing the long-term
strategic marketing plans and their implementation.

17
The basic budget will set in line with some objective or overall goal in mind.
Revisions will usually be made keeping in view the competition and promotional
expenditure made by the competing firms.

WHITE GLOW’S PROMOTION MIXES:

The promotion mix at WG consists of the following in order of significance.

1. Advertising
2. Sales Promotion
3. Personal selling
4. Public relations and publicity

Advertising:
Advertising forms a single most important promotional tool as far as cream is
concerned. Its advertising campaign can be classified as

a. A consumer advertising effort and not Business-to-Business advertising.

b. Product advertising for indirect action i.e. it is designed to stimulate demand
for over a longer period of time.
c. Selective demand advertising i.e. it is directed towards stimulating demand for
an individual brand. i.e. white glow and not a generic category of product.
d. Competitive advertising since its advertising campaign will basically be
against other competing brands and focuses on its special features and
differential advantage.

18
CAMPAIGN DEVELOPMENT AND IMPLEMENTATION:
An advertising campaign will consists of all tasks involved in converting a basic
theme into an advertising program for achievement of a specific organizational
goal relating to a particular product.
WG. the brand management team will come up with an overall objective of the
campaign. This will be discussed in detail with middle management consisting of
marketing managers. After this budget will establish from the overall promotional
budget, will decide at the beginning of each year. After this budget will be
approve the brand management team will get in touch with the advertising
agency, which is spectrum communications, and the basic message of the
campaign will be created. Spectrum Communication is one of the largest
advertising agencies in Pakistan and has some blue-chip accounts of top MNCs
and national companies. It also has affiliation with world-renowned advertising
firms. The campaign message will decide after active consultation between

1. Brand management team

2. Client service executives of Spectrum Communications
3. Creative department team at Spectrum. Communications

After the campaign message will be decided and will be approved by the WG top
management, the brand management team will decide whether the media is
required to execute the campaign. The media-planning department helps in
making this decision. For White Glow, television is the most prominent media.
Some advertising will also be through newspapers, magazines and flayers on
very small scale through outdoor media like billboards.
Timings of advertising especially those that will be aired on television will be of
great importance. The local television scene has undergone a huge change with
multiple channels and large number of productions. This will make the placement
of advertisement more difficult. White glow will use the services of certain

19
advertising agencies like AD Track, which provides information regarding view
ship and timing of advertisement.
Similarly, Aftab Associates, a leading research firm also provides relevant data
necessary to gauge the effectiveness of the advertising campaign.

MEASUREMENT OF EFFECTIVENESS:
Once advertisements will be developed and aired, the company will trie to
evaluate the effectiveness of these advertisements. Recall the company
conducts tests. One drawback as far as the total advertising campaign is
concerned, is that white glow does not have its own advertising department like
its competitors. Due to this the company will have to rely on its agency.

Sales promotion:
After advertising, sales promotion is the most effective tool used at WG as far as
cream is concerned. Some of the common sales promotional techniques will be
use by the brand management team include:

Placement.

Free sampling:
Free small sized samples will be given to Retailers, distributors , students and
general consumers. Per head cost of sampling, according to the management,
will be high but results will be much more positive if compared to advertising.

1 Free souvenirs and momentous like pens, key chains etc are distributed to
consumers, especially students.

20
Contests:
Sales contests will be organized amongst retailers and prizes are distributed
amongst the winners.

Conferences:
Periodic conferences will be held on. Female Consumers, retailers, students and
the white glows sales team will attend these conferences. These conferences
not only enhance sales but will also help in image building.

Personal Selling:
Regular presentations will be arranged for female consumers, retailers and
students. Workshops are also frequently being organized in colleges. The aim
will be to convince future customers that white glow is the best cream as far as
price and quality are concerned.

Public Relations and Publicity:

The public relations activities will be undertaken as regard as WG is concerned
focus on creating a glowing image of the brand. Sponsorship of community
events, distribution of customer newsletters among the dental community are
important examples. Publicity for cream usually takes place through mention in
newspapers, and other magazines.

Conclusion:
White glow moisturizing cream will be a most promising brand. The team
managing the brand will be dynamic and in spite of limited resources, It will be
able to come up with new innovative marketing strategies, giving white glow a
competitive edge over other skin care products.

21
We have given questionnaires to 100 people to collect data and we got the
following results
• 75% people has supported our product
• 25% were not in the favor of our cream

After considering all the comments we have reached to a conclusion that our
moisturizing cream will hopefully be a successful product.

22
 Demographic

70

60

Male(age)

50
Fem ale(age)

Upper Class
40
Values& Middle Class
Percentages
30
Low er Class

Malls
20

Utility Stores

10
Gen. Store

0
Male(age) Upper Class Lower Class Utility
Stores

Categories

23