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Product Development

AGHA ZOHAIB ALI KHAN






INSTITUTE OF BUSINESS AND TECHNOLOGY

Product Development
Facia Cold Cream



Prepared By

Agha Zohaib Khan
BB-1882


BBA (Marketing & Research)


FACULTY OF
MANAGEMENT AND SOCIAL SCIENCES

FALL- 2007-08
Product Development (Facia Cold Cream)
Institute of Business & Technology

INSTITUTE OF BUSINESS AND
TECHNOLOGY

ABSTRACT SUBMITTED BY: Agha Zohaib Ali Khan


DISCIPLINE: BBA (Marketing & Research)


TITLE OF PROJECT REPORT: PD (Facia Cold Cream)

MONTH OF SUBMISSION: November- 2007

NAME OF PROJECT SUPERVISOR: Khuram Majeed


ABSTRACT


The past decade has seen the Pakistani society undergo a revolution in lifestyle
as a direct result of the onslaught of media, coupled with increasing discretionary
incomes. This has produced more aware consumers who have finely honed
tastes and demand greater quality of consumer products.
Product Development (Facia Cold Cream)
Institute of Business & Technology

The buying patterns for Skin care, health and hygiene products in particular have
changed substantially in the past 5 years. Consumers are not only more
conscious about these aspects, but are also extremely choosy in what they buy
due to the large variety of local and foreign brands available at the drop of a hat.

An important factor in the skin care market has been the fact that foreign brands
which were initially thought of as too expensive are now being imported through
proper channels and are being marketed at prices which are comparable to
locally made. This has made competition extremely tough. This is especially true
of the Cold Creams market where a variety of brands, local and foreign are
available in a varied price range. They include Cold Creams for normal skin and
dry skin. Each claims to be the best. But our market research has revealed that
most of the existing Cold Cream are not fully managed to deliver a complete skin
care formula.

Thus, we decided to launch Facia Cold Cream in the market as an answer to all
of peoples skin care needs at an affordable price. Facia Cold Cream is
expected to create a position in the skin care products market by offering a
complete Cold Cream.

Product Development (Facia Cold Cream)
Institute of Business & Technology

ACKNOWLEDGEMENT

First of all I would like to thank my ALLAH Almighty Who gave me the
courage, health, and energy to accomplish my Project in due time and without
Whose help this study which required untiring efforts would have not been
possible to complete within the time limits.

Motivation, encouragement, guidance, corrections, advices, and overall
support are the key elements required from the supervisor to write and
complete a Project of a good standard and a quality within deadlines. It is a
matter of utmost pleasure for me to extend my gratitude and give due credit to
my supervisor Khurram Majeed whose support has always been there in need
of time and who provided me with all these key elements to complete my
dissertation within the time frame.

Acknowledgement would be incomplete without extending my gratitude to my
friends Sadia Ashraf, Nida tariq, Salman Nosherwani, Umair Mudassar, Faiqa
Iqbal, whose mammoth help in data collection made this study possible.
Moreover, they had been supporting me enthusiastically throughout my work
to make my Project ready in due time. My thanks is also due to my examiner
Khurram Majeed whose valuable comments and suggestions made colossal
contribution in improving my dissertation. Last but not least, I extend my
thanks to my entire family for moral support and pray for my health and
successful completion of my dissertation within time limits.
Product Development (Facia Cold Cream)

Institute of Business & Technology
CONTENTS
Page No:
AKNOWLEDGMENT
ABSTRACT

CHAPTER 01:
INTRODUCTION. 01

CHAPTER 02:
BRAND INFORMATION 08

CHAPTER 03:
CUSTOMER ANALYSIS 12

CHAPTER 04:
MARKET RESEARCH . 17

CHAPTER 05:
COMPETITOR ANALYSIS. 26

CHAPTER 06:
MARKETING STRATEGY . 30

CHAPTER 07:
ADVERTISEMENT . 40

CHAPTER 08:
PROMOTION ... 89


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Chapter One
I INTRODUCTION



The past decade has seen the Pakistani society undergo a revolution in lifestyle
as a direct result of the onslaught of media, coupled with increasing discretionary
incomes. This has produced more aware consumers who have finely honed
tastes and demand greater quality of consumer products.

The buying patterns for Skin care, health and hygiene products in particular have
changed substantially in the past 5 years. Consumers are not only more
conscious about these aspects, but are also extremely choosy in what they buy
due to the large variety of local and foreign brands available at the drop of a hat.

An important factor in the skin care market has been the fact that foreign brands
which were initially thought of as too expensive are now being imported through
proper channels and are being marketed at prices which are comparable to
locally made. This has made competition extremely tough. This is especially true
of the Cold Creams market where a variety of brands, local and foreign are
available in a varied price range. They include Cold Creams for normal skin and
dry skin. Each claims to be the best. But our market research has revealed that
most of the existing Cold Cream are not fully managed to deliver a complete skin
care formula.

Thus, we decided to launch Facia Cold Cream in the market as an answer to all
of peoples skin care needs at an affordable price. Facia Cold Cream is
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expected to create a position in the skin care products market by offering a
complete Cold Cream.

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Historical Background

Company Background



Facia International was established in 2005. The company successfully
expanded its core operations in personal care products, and carved substantial
market shares in Pakistan. Facia International is now a major player in high-end
personal care products. It emphasizes on innovative introductions and high
quality products through research and development.

Industry Background
The company entered the market in 2005. After the successful launch of its
beauty Soap and Fairness Cream.




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The company now seeks to increase its presence in market with the introduction
of Facia Cold Cream --- a unique Cold Cream that promises to provide total skin
care for everyone ----- men, women and children





With its main objectives focused on discovering, understanding and then meeting
the needs of its consumers, Facia International is reputed for basing its market
strategies on long term planning, which are tailor made to meet the particular
needs of each of its segments.











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Corporate Objectives

Vision:

To provide good quality and reliable products those are second to none. To
continually surpass the boundaries of quality through continuous R/D. To be on
the forefront of technology so that only the best quality products are given to
there valued customers.

Innovation:

Facia International prides itself on having one of the most modern laboratories
where its team of qualified personnel works round the clock to come up with new
and improved products to add to its product line.

Integrity:

Facia International uses only the best ingredients available. Facia prides itself on
being one of those few companies that uses no harmful chemicals in its products.
In addition to this, Facia does not believe in animal testing. The company
strongly believes that its main strength is its stakeholders. Be it the customers,
suppliers, distributors, retailers etc. all in all the company aims to be a good
corporate citizen.




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Value:

Facia International is a customer-oriented firm has designed all its products
keeping in mind that the customer always comes first. Facias commitment to
continually provide quality products, Facias stand on quality and the integrity of
its products has never faltered. Facia is a company that has become
synonymous with Value and Quality in the eyes of its users.

Mission Statement
Facia International, the company of skin care products in Pakistan, maintains a
philosophy of meeting the needs of the consumer completely with whichever
products it sells. It also believes in constantly improving its product quality in
order to avoid complacency, which is the downfall of many excellent companies.

The company also strives to give the highest level of satisfaction to its
consumers. Catering to people belonging to the entire middle and the lower end
of the high class, the company believes it is essential to understand the
psychology of the average consumer, who has to control his budget, yet at the
same time, also wants to be pampered where skin care, health and hygiene
aspects are concerned.

The companys mission is to design, manufacture and produce personal care
products in a socially responsible and ethical environment.

The companys mission is demanding yet it is the philosophy at Facia that before
launching any product, its context in the global arena should be evaluated.
Hence, the company started its mission to launch Facia Cold Cream with a
careful analysis

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Company Information

Head Office
Address: FTC Building Sharah-e-Faisal Khi
Landmark: FTC Building Near Kala Pul, Main
Nursery, Sharah-e-Faisal
City: Karachi
Phone: +92-21-2600665

FACTORY Address: 22, West Wharf, Road No.6, Khi. Landmark: Opposite
Lakson Tower,Custom House,Dockyard City: Karachi
Phone: +92-21-5794812, 5788942, 5784996, 5122697, 5744129

MARKETING OFFICE Address: Anum Building Sharah-e-faisal Rd., Khi. City:
Karachi
Phone: +92-21-512752, 512753, 512754, 512755, 5127536,

GODOWN/WAREHOUSE Address: 23, West Wharf, Khi. Landmark: Anas
House,KHAN Petrol Pump,Oil & Gas Development Company City: Karachi
Phone: +92-21-9873325, 9871654
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Chapter Two

BRAND INFORMATION



Product Description:

Facia is a Cold Cream for skin. Its composition is such that it already includes
ingredients in the right quantity. So that at the end of the day, the consumer can
get 100% care for his skin and leave the users skin supple, soft and healthy. The
product is an excellent COLD CREAM + SUN SCREEN bottle.



Product Ingredients:
Facia Cold Cream contains the finest ingredients, which not only promise to
leave skin soft but also healthy. It comes equipped with extra fine Sun Screen.
So that the user does not have to run from pillar to post in order to find a Sun
Screen, which agrees with and complements the Cold Cream that he has just
used.
The ingredients are as follows:
Mineral Oil
Vitamin C
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Almond Oil
Benzophoenone & Cinnamic
Hydrozide Zincoxide & titanium dioxide
Water
Beeswax
Triethanolamine
Alovera
Ceresin
Limonene
Sodium borate
Fragrance
Carbomer


Variants of Product:
Initially the company has decided to introduce only one --- complete variety of
Facia Cold Cream. The Cold Cream is available is suitable for Normal + Dry
Skin TYPES and as mentioned before is COLD CREAM + SUN SCREEN.

Our product is offering this feature because there are Cold Creams for which
consumer has to put in extra effort and buy separate SUN SCREEN. This
means additional expense for them.

Facia Cold Cream has thus being equipped with SUN SCREEN Offer
maximum convenience for clients.



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Product Sizes:
Facia International has decided that Facia Cold Cream will be available in the
following sizes:

Mini Bottle (30 ml) The main aim behind this Mini pack is to provide
economy of use to the purchaser and instill long-term use of our brand.
Medium Bottle (60 ml) with round beautiful shape, its like as economical
pack for the customers
Family Pack (100 ml) this helps the customer to buy an affordable and a
complete Family Pack for them.
Sachet pack (5 ml) --- the pack will be 5 cm x 8.5 cm long. The idea
behind this pack is to instill trial in potential users. Also will be ideal for
people in the lower middle segment who want to use our product, but may
not want to shell out money for the larger bottle due to limited budget etc.
This pack will also be offering convenience of use.


The company will be marketing these all packs aggressively in the launch phase.
Facia executives feel that the sachet pack will be highly effective for use in its
promotional activities.







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Brand Personality:

Facia Cold Cream has a bold, enthusiastic, lively personality. It has a vigour
and zest for life. It offers complete skin care. It is an all purpose, no fuss Cold
Cream because it is COLD CREAM + SUN SCREEN in one bottle. Facia Cold
Cream is not only for the young but the young at heart!!!!!

With its focus on the consumer, it should make the user say: Yes, this is the
only Cold Cream for me because it offers me healthy and radiant skin.

Unique selling proposition:

All the existing brands in the market all promise the same thing i.e. healthy skin.
Facias promise is a little different. Its calling card is healthy Soft but Supple skin.
Most of the products dont stress enough on the health of its users.

The observation from the survey has given us two points of differentiations:
For normal to dry skin
Good quality Cold Cream at a comparatively affordable price.

So, our product is COLD CREAM + SUN SCREEN. At affordable price.








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Chapter Three

CUSTOMER ANALYSIS



Without customers, a business cannot survive, although this may seems, and
despite the widespread adoption of the marketing concept. The term customer
refers to not only to current customer for a given product but also to both
customers of the competitor and current non-customer of the product. Though we
are going to launch or product Facia Cold Cream, and we have to target our
customer for this product, but we have our customer of our others products like
Facia Beauty Soap and Facia Fairness Cream in the Market, so it will be easy to
catch out these current customers.

Each customer is unique to some degree. As a consequence, mass marketing
(One marketing program for all customers) is typically efficient for the product like
cold creams, because cold cream is the product, which is being used by all age
customers, children, male, female, young as well as old age people, thats why it
is useless to develop separate strategy for each customers.

We conducted a research survey in different regions of Pakistan, moving towards
different Markets, Malls, Homes and various areas through which we got to know
the likes and dislikes of our valued customers.

We selected random people asked them their views on different cold creams,
including questions on our competitors, price, and distribution channels and also
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tried to see that from which strata they belong through their income levels which
included people from lower class to the upper class.


There are certain pie charts which we have made through our research

We have conducted some sort of surveys to understand customer in a better
way.

TALLY CHARTS

CUSTOMERS ANALYSIS

Customers Tally Frequency
Housewives //// 5
Students //// //// //// /// 18
Professionals //// //// 9
Clerical /// 3

Total 35

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This Graph is designed after the conducting survey in different schools, colleges
and universities including BIZTEZ, CBM, KU, DHA College, IQRA, PAF KEIT
this graph actually shows that 51.40% are students who play a major role as
being the customer of cold cream, and on 2
nd
number there are professionals
people who use cold cream and than housewives 14.20%.

This graph actually helps us to target our right customer for the Facia Cold
Cream as we have came to know that, students are main customers, it helps us
to plan our strategies in right way to right people.

14.20%
51.40%
25.70%
8.50%
CUSTOMER'S ANALYSIS
Housewives
Students
Professionals
Clerical
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Point of purchase is an other important factor regarding to customer, as shown in
the above diagram which is designed after a customer survey, which shows that
majority of people whom we are specially targeting, there point of purchase is
super stores and after it they try to reach at Retail store, so this survey give a hint
to locate our product Facia Cold Cream at right place.

Customers Preferences according to Point of Purchase
Stores Tally Frequency
Nearest Retailer //// //// / 11
Super Store //// //// //// 15
Departmental
Store
/// 3
Other //// / 6
Total 35

Customer Analysis According to Point
of Purchase
31.40%
42.80%
8.50%
17%
Retail Srore
Super Store
Departmental
Store
Others
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Customers Analysis on Importance of Price

Price Tally Frequency
Very Important //// //// 9
Considerable //// //// //// //// 19
Not at All Imp. //// // 7
Total 35

Price is an observable component of the product that results in consumer
purchasing or purchasing it, and at the same time it effects the margin per unit
sold. So it is very necessary to have a crucial look on behavior of the customer
towards the price of the product, as shown in the graph that majority of people
54.20% they see the price factor considerable and 25.70% they assume that
price is very important for them.
25.70%
54.20%
20%
Customer Analysis on Importance of of
Price
Very Imp.
Considerable
Not At All
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Chapter Four

MARKET RESEARCH



The Global Skin Care Market

Skin Care Products:
Traditionally speaking the skin care market is a huge market. It includes all those
products that are involved in cleaning or caring skin, or concerned with beauty
aspects of skin care. The market contains products like:
1. Skin cleansers
2. Acne creams
3. Skin tonics
4. Skin toners
5. Scrubs
6. Skin masks
7. Herbal creams
8. Special skin products such as
a. Skin whitening cream
b. Anti Wrinkle cream
c. Bleach creams





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Usually these various products made available in varieties to suit skin types.
Normally, skin types fall under the following categories:
1. Normal
2. Dry
3. Oily
4. Combination

Global Skin Care Market Trends:

Skin care, historically, can withstand difficult economic times. Because after all,
even during tight times, people have to take care of personal hygiene and Care
of their skin.

Given the variety of products available in the skin care market, and the market
figures globally and the potential offered by the local Pakistani market, the
company, Facia International has decided to launch an excellent brand of Cold
Cream called Facia Cold Cream.
Facia International will only be concentrating on an all purpose Cold Cream
which promises to deliver 100% complete skin care.

Why launch a Cold Cream brand in Pakistan?

Pakistan is a country that its on a path to self-discovery. Increased access of the
public to satellite and TV have opened the eyes of the consumer and have made
them aware of the various products that are out waiting for him in the market.

But apart from the increased awareness, the consumer always has to watchful of
his pocket because these are inflationary times. According to the federal bureau
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of statistics, Pakistans inflation has been contained at an annual rate of 3.5% per
annum (during 2002), yet it is no secret that the average basket of goods,
including staple foods and basic health and hygiene products are becoming
expensive as the purchasing power of money goes down.

So, companies like Facia International will have to be careful. Yet at the same
time, we feel that we have an advantage. Skin care can be called a staple
product i.e. item that is purchased with bread and milk. And though prices may
rise and the economy and markets may slump, the market for skin care products
will remain relatively unchanged. And a company with an aptly priced but high
quality product will be able to do good business.

Target Market

Psychographic Market:

The ideal psychographic target market for Facia Cold Cream comprises of
consumers in the middle and upper income physical hygiene, as the use of Cold
Creams falls under personal hygiene. The consumers defining psychological
characteristic is an egotistical need to have healthy and also look beautiful
because skin is considered an integral part of physical beauty, significantly in
women and now also increasingly in men.

Based on research on Karachi city for the launch of Facia Cold Cream, we
came up with the tentative size of our Cold Creams target market.




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MARKET OF KARACHI

CATEGORY PERCENTAGE POPULATION
Upper Class 5% 725,000
Upper Middle Class 15% 2,175,000
Middle Class 40% 5,800,000
Lower Middle Class 30% 4,350,000
Lower Class 10% 1,450.000
TOTAL 100% 14,500,000

TARGET MARKET FOR FACIA COLD CREAM

CATEGORY % POPULATION
UPPER MIDDLE CLASS 15% 2,175,000
MIDDLE CLASS 40% 5,800,000
Lower Middle Class 30% 4,350,000
TOTAL 85% 12325000

This chart shows that out of approximate population of around 14000000, roughly 85%
Karachi populace is potential target for our brand Facia Cold Cream.

Demographic Market:

Demographically, the target market for Facia Cold Cream will comprise of men
and women aged between 7 - 65 years. Age of 7 years has been selected as
creates brand loyalty at an early stage, which continues for life resulting in the
brand being recommended for following generations. The income range is
between Rs.12000 per month and above.

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Since we are only launching in Karachi, at the moment our target market
represents 85% of the city population.

Geographic Market:
These consumers are found to be geographically segmented in the following
areas of Karachi, Pakistans largest metropolitan city: Clifton, Defence, K.D.A,
P.E.C.H.S, Gulshan-e-Iqbal and Nazimabad.

As the initial test launch of the product is to be in Karachi these areas will form
the core of the target market. After evaluating the success of the test launch the
product will be introduced in the major metropolitan cities of Pakistan namely
Islamabad, Lahore, Peshawar and Quetta.

Market Research:
Facia International is operating in a market that is flooded with many competitors.
Every Cold Cream in the market is offering more or less the same attributes,
healthy Soft skin. At present the breakup of the competitors looks something like
this. .
Ponds
Ponds is one of the most popular brands of Creams in the world loved by women
in more than 100 countries. Ponds have always been on the cutting edge of Skin
care technology being the worlds first to introduce Cold Cream. Ponds was
launched in New York in 1864 and is currently the biggest selling cream in all
over the world. Ponds has seen steady growth over the past ten years that has
helped it develop its extremely strong leadership position based on its promise of
providing consumers with Skin so healthy it Soft.



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Fair n Lovely
Fair n lovely is the world's leading Fairness Cream. It has been awarded "the
best fairness cream" by many medical associations including US dermatologists.
In Pakistan, F&L has a 65% market share of Fairness cream segment. It has
consolidated this position since the new Renaissance launch. The new, best ever
formula for Fair n Lovely contains extra moisturizers, which clear away Darkness
and also leave skin looking beautiful.

Nivea

With its unique two in one formula Nivea is another such cream that promises
soft Skin .It has a range of Creams that cater to various Skin types. Dry, oily,
damaged and now even has an offering for skin with wrinkles. Nivea is extremely
popular in all age groups.

Tibet Cream

One of the most popular brands to be produced locally. Tibet is currently leading
the pack with the largest in market share. Its one of the leading Local cream that
promises fair complexion and pimple free skin. It is comparatively very cheep and
is basically used by the lower class because of its cheapness.







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Competitive Price Analysis:

Research shows that the growth rate of the Cold Cream industry in Pakistan is
7% per annum.

Comparison o Prices (Rupees) of Competing Cold Creams
5ml 30ml 60ml 70ml 100ml 150ml
Ponds 10.00 (8ml) 30.00 60.00 ----- 90.00 130.00
Nivea ----- ----- 70.00 ----- ------ 130.00
Tibet ----- ----- 22.00 ----- 35.00 -----
Fair &
Lovely
----- ----- ----- 65.00 ----- -----
Dove ----- 30.00 ----- 70.00 ----- 150.00
Garnier ----- ----- 240.00 ----- ----- -----
Caresse ----- ----- 60.00 ----- 90.00 -----

GAP Analysis
Facia International believes in a philosophy of constantly improving its product
quality. Catering to the upscale market, the company believes it is essential to
understand the psychology of the affluent consumer who wants to be pampered
and made more beautiful and then cater to these needs.

Due to this philosophy, the company conducted a survey with the purpose of
learning more about the needs of the consumers and their requirements. The
results of the survey were quiet enlightening for us. We learned new facts, which
we had not considered in our initial brain storming sessions that we conducted
with out experts.
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Following are the pieces of information that we learned. These points have given
the bases for our unique selling point and have helped position our brand with
other competitors.

1. We learned that the people we should be targeting are from the upper
middle-income group, which earn Rs 25000, and above.
2. This group is very brand conscious and is very particular about the type
of Cold Cream they want to use.
3. The group is willing to pay from Rs 80 to Rs 120 for a good quality brand
conscious Cold Cream
4. Majority of the group has skin from normal to dry
5. They care more about their skin, which means that they are more health
conscious towards their skin rather then the beauty aspect of it.

Based on these observations, once can say that the current market is lacking in a
Cold Cream which really looks at the health of the skin. Top brands like Ponds,
Tibet, Nivea or Care concentrate more on the beauty of the skin, meaning how
they would look. They portray an image of Soft and beautiful skin, which is
considered to be a symbol of beauty. The people who are working and have a
very busy life style dont have much time to spend on their skin and therefore
would prefer something which would keep their skin healthy enough. There are
products in the market which offer solutions to problem skin but they are either
dealing in totally medicated Cold Creams which has too much of chemical or they
are dealing with specific problems.

We have shown the comparison in the form of Positioning Matrix, comparing the
position of other major brands in the market.

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SWOT Analysis

Strengths:
Facia heralds from a line of products that are well established in the market. The
company has in the past offered high quality products that have been well
received in the market. Thus the goodwill of the company will definitely help the
product be easily accepted in the market.

Weaknesses:
Being a new product it will face tough competition from brands such as Ponds,
Care, Nivea etc. carving a niche for itself in the market will be quite a task for the
product.

Opportunities:
The market place has drastically changed over the last few years. People have
become more health and beauty conscious. The product therefore will appeal to
a lot .Of people that looking for the additional edge. Something that promises not
only healthy skin but skin that Soft and beautiful as well.


Threats:
The existing brands are well-established names in the market. Breaking their
hold in the market would be extremely difficult and could spell high advertising
and promotional costs if not handled properly





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Chapter Five

COMPETITOR ANALYSIS



Competitor analysis has received more attention in recent years. In slow growth
market, sales growth must come from the competitors. With the shorter product
life cycle, product manager must recoup the investment in the shorter period of
time. It would be mistake to assume that competitor intelligence gathering is only
for large organizations, in fact small companies can profit from each small
activity.

Why dont all firms have a formal reporting system designed to collect and
analyze information about competitor? After all in some companies managers
are trained to make competitive intelligence gathering every one business. There
are can be many reasons to not collect the competitor information. May be
company is overconfidence about product; it can also reduce the willingness to
collect the competitor information. A second reason can be for insensitivity to
competition is uncertainty about where to collect the necessary information and
how to analyze it. It may be an ethical consideration, fear that either illegal
methods or dirty tricks have to be used in order to obtain information.

In Context with competitor analysis topic, we have visited different cold Creams
companies and we asked them different questions regarding their competitor
intelligence. We are just mentioning here our Visit to UNILEVER for Ponds Cold
Cream.

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Market Information:
Unilever have quantitative and qualitative research teams called CMI; they study
different portfolios of the players that are in the market and their different ways
like how they capture the markets. Unilever have the research people in every
department. AC nilson is the research company who do a major portion of
research for us. And Unilever makes researches for a particular brand, and for
this Unilever considers the trend share the market share value market share.

How they get:
ATP is the advertising tracking program in particular category u see that what
your competitors are doing on advertising side. You test their benchmarks,
different economic groupsdifferent lifestyles and people from all sorts of
income levels. This tracking of information never stops and remains continuous
throughout the phase.

AD is the post analysis, in this they analyze the sales volume, retail audits and
through the market analysis they check that what share our brand is having in the
entire market. For that they make the value pyramids.

Strategies:
A brand has a brand key. Once the brand key is set it never changes. In brand
key they set the value of that brand, target the markets for that brand, and design
the brand personality. for that they also make BMP thats Brand market plan in
that they chalk down all the strategies related to that brand keeping in mind all
the aspects these strategies gets change after 4-5 years.

Local players are doing pretty good job in the market. Ponds is a pioneer and its
been there from years it has strong equity because people has the trust over it.
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Print media has added up the value to it. With time to time we add up different
innovative ideas to it that is making it more valuable. There are so many players
coming up with fairness creams that Fair and lovely left the space voluntarily.

Market dynamics. It has to be profitable. they never opt for those options which
are not profitable, they never compromise on quality but profit is what we seek for
because its over all a profit-oriented organization.

Success of the brand:
Awareness that people should have and this makes the assurance of its re-
purchase. Market share determines the success of the brand they have the
example of Huggies which have captured the 3% of market share in just 5
months. Fair and lovely is for young gals and when we look at Ponds its a
straight premium cold cream

Pricing strategy: Analyze your competitor price. Price elasticity is very
important. You come up with a bit lower price as compare to your competitor in
the market. They also set price seeing the number of market players in the
market with respect to the sustainable price. It is also set by looking at the prices
of the raw materials, fuels, and overheads as well as considering the fixed costs
+ variable costs + the production costs.

They stop the production of the cold cream in summer, once the season is out
they stop producing it in large quantities.

TOP-MOST ELEMENTS:
Product availability, skin testing, sampling, consumer promotions, value for
money and cross-consumer promotions are the top most elements they keep in
mind when launching a product in urbanized cities and even after the launching
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of the product they continuously work on these elements to improve the quality of
our product but the elements arent limited the more you go in detail the more
you get to know about some more elements.

Channels of distribution
They are different channels for each product like for ice cream its different and
for FMCG products there are different channels.

Ponds has no local competitor. The imported Ponds is the biggest competitor of
itself sharing the most of the markets share.

To the imported products, sold in the market They call them as GREY products
because they are the ones smuggled from Iran, Afghanistan or India. Retailers
sell them because on these Grey products they get a good profit margin.

Forecasting:
Again their Quantitative teams are there and they forecast after calculating all the
risks that are involved in launching a new product. They consider a lot of
elements like weather conditions, economical ups and downs because you have
to be very cautious when the investment is too much and this is what we at
Unilever do the same, before taking the final decisions they consider all the
factors involve and then only they are able to forecast the right markets, the right
customers and the right prices for their product.




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Chapter: Six
MARKETING STRATEGY



Marketing Objectives

Facia International outlined the following key marketing objectives for launching
its new product Facia Cold Cream. These objectives have been planned for a
period of three years from the date of launching.

Based on concrete performance evaluations to be carried out continually, these
objectives will be tested for their success or failure on an ongoing basis and
modified accordingly.

1 To introduce Facia Cold Cream in the initial test market which comprises of
Karachi city. Achieve a 5% share of Karachis market in terms of unit sales
by the end of the first year.

2 To expand the target market from Karachi to include Hyderabad, Quetta,
Lahore, Islamabad, and Peshawar in the second year.

3 To achieve a total market share of 11% nationwide at the end of the 2
nd
year.

4 Following the success of Facia Cold Cream in the major metropolitan cities
of Pakistan, our company aims to attain share of 19% by the end of the third
year, in the Pakistani market.
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5 The launch is expected to take place in January 2008. So, the company will
be launching production and undertaking certain marketing initiatives at least
3 months before the settled launch date.

Performance
Standard For Facia
Cold Cream

Year 1 Year 2

Industry Volume (ltr) 4,725,000 5,055,750
Khi Mrkt. Volume (ltr)
Estimated at 45% of
industry
2,126,250 227,5088
Industry Growth Rate 7%
Khi Mrkt Nationwide
Facias Mrkt Shr (%) 5% 11%
Facia 's Mrkt Share (ml) 106,313,000 250,260,000

Facia Product Allocation
Bottle - 100ml (70% of total vol)
Bottle - 60ml (15% of total vol)
Bottle - 30ml (10% of total vol)
74,419,100
15,946,950
10,631,300
175,182,000
37,539,000
25,026,000
Sachet -5ml (5 % of total vol) 5,315,650 12,513,000

Total of Units available for sale
Bottles (100ml)
Bottles (60ml)

744,191
265,783

1,751,820
625,650
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Bottles (30ml) 354,377 834,200
Sachets (5ml) 1,063,130 2,502,600

Wastage of product (various
reasons) Bottles Packs
(100 ml)
(60ml)
(30ml)


300
300
600


260
260
520
Sachets Packs (5ml) 1800 1560
Free giveaways for promo *
Bottles (30ml) 5000 approx No decision yet
Sachets (5ml) 150,000 approx No decision yet


Assumptions:

1 Current industry tonnage is estimated from market sources
2 Growth rate of industry is expected to be 7% per annum.
3 Wastage element has been taken as a calculated estimate, because
operations are not error free for any concern, no matter how efficient it may
be. Wastage can be due to number of reasons, such as:
4 Problem at factory e.g. composition of Cold Cream formula goes
bad due to excessive heat etc.
5 Theft by staff at production facility
6 Loss/Damage during transport to market from factory etc

7 For calculation of free giveaways units, please see the promotional activities
section.

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Marketing Mix

Product:

Facia Cold Cream is an advanced formula Cold Cream. Its composition is such
that it already includes sunscreen in the right quantity. So that at the end of the
day, the consumer can get 100% care for his skin and leave the users skin soft,
supple and beautiful.
.
The product is offers excellent COLD CREAM + SUN SCREEN, in one bottle.

Pricing:

Facia International has decided to price 100 ml bottle at Rs 93 /- and the 5 ml
Sachet Pack at Rs 5.00/. The cost break-up is given below.












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PRICING SCHEDULE FOR FACIA COLD CREAM

ITEM (% ) Bottle
pack 100
ml
Bottle
pack 60 ml
Bottle
pack 30 ml
Sachet
Pack 5 ml
Ex - factory
Cost
30 Rs. 22.5 Rs.15 9 1.5
Packaging 7 5.25 3.5 2.1 0.35
Promotion 24 18 12 7.2 1.2
Profit 7 5.25 3.5 2.1 0.35
Retailers
Commission
9 6.75 4.5 2.7 0.45
Distributors
Commission
8 6 4 2.4 0.4
Sales Tax 15 11.25 7.5 4.5 0.75
Final Sale Price 100% Rs.75.00 Rs.50.00 30.00 Rs.5.00

Packaging:

Facia Cold Cream will stand out on the shelf due to its unique shaped
package. The plastic bottle is environmentally friendly. The packaging design
and color is also pleasing and soothing for the eye.



.

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Competitive Edge:

Our competitive advantage is Price. We will be targeting the market with lower
price as compared to other Cold Cream brands present in the market, both local
and international.

The company feels that pried at Rs 80/- for 100 ml pack, Rs 60/- for 60 ml pack,
Rs 45/- for 30ml pack and at Rs 5 for the sachet pack, our brand will be able to
break into the market of the established Cold Cream brands. Our brand will
deliver value via the promise that Facia Cold Cream - 100% care for your
skin.

Distribution:

Facia Cold Cream will be distributed through a combination of push and pull
strategies:

Push strategy: This will be used to stimulate demand in the distribution
channels by providing incentives to retailers, wholesalers and distributors.
Facia Cold Cream will be supplied directly to the distributor as orders are
placed, this will enable the Company to maintain minimum inventory thus
lowering costs. The retailer will deal with the distributor and place orders
with them directly. The company will offer handsome retailer commission
as incentive to the leading retail stores of the city. As a further incentive,
the company will also implement the 12+1 plan which gives a free pack to
the retailer for every 12 packs sold.

Pull strategy: Our company will pull Facia Cold Cream through the
distribution channels by making extensive use of an aggressive
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advertising campaign covering a variety of media in order to reach directly
to the consumer.

Selection of Distributors for Facia Cold Cream:

Selection of the right distributors is absolutely crucial. Wrong channeling can lead
to total chaos. The company has decided to select distributors based on the
following criteria.
The distributor should be well established and have adequate financial
resources.
The distributor should have the necessary knowledge of distributing Cold
Cream to the target market.
The distributor should have the Right Infrastructure that is, Human
Resources to transport and take our brand to the market, having proper
storage and warehousing facilities with transportation aspect to be kept in
mind.
He should not have been handling accounts of competing brand i.e. Ponds or
Tibet Cold Cream.
Distribution Channels for Facia Cold Cream:
We will be using retailers as well as wholesalers for pushing our brand in
Karachi. We intend to target the following:
Supermarket and retail markets (e.g. Aghas , Naheed, EBCO, D mart etc)
Corner Shops and utility stores
Weekly bazaars
Petrol stations & convenience Outlets ( e.g. Shell Select Outlets)
Pharmacies (e.g. Sanis ,Mideast, Time Medicos, Kosar Medicos etc)

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Distribution Regions for Facia:
For ease of managing distribution operations, the company has decided to divide
Karachi into the following zones:

Districts Areas
District Malir Malir Cantt.
District South Clifton, Defence and retail outlets at hotels
District West Lalazar Colony, etc.
District Central North Nazimabad, some areas of Nazimabad & F.B. Area
District East P.E.C.H.S., S.M.C.H.S., K.D.A. Scheme No.1,
Bahadurabad, Mohd. Ali Society, D.M.C.H.S., Al-Hilal
Society, Gulistan-e-Jauhar and Gulshan-e-Iqbal

Promotion:

Promoting a new brand is always tricky because until and unless it is promoted in
the proper way, using the mot effective mediums, it may just be a failed
product!

Facia International has devised a careful and intensive program for the promotion
of Facia Cold Cream in which we have planned to use a balanced mix of a
variety of media and many special and exclusive activities have also being
planned to create a lasting impression about the brand.




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Brand Positioning


Facia Cold Cream - Positioning Strategy

Cold Cream is generally accepted to be
a product which is recession and inflation resistant.
However, elements like the proper target audience
Their frame of reference and point of difference will
Have to be carefully considered in order to draft the
Right positioning strategy for Facia Cold Cream.

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Positioning Statement:

Facia Cold Cream has been positioned as an ideal Cold Cream, better than the
others as it provides 100 care for the users skin, i.e. complete skin care at an
unbeatable price!

Positioning Matrix comparing the type of Skin



















Good Quality
Low Price
Bad Quality
High Price
Facia
Shampo
o
Care
Fair & Lovely
Nivea
Tibet
Dove
Garnier
Caresse
Ponds
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Chapter Seven

ADVERTISEMENT



Advertising Objectives:

The company has set specific objectives for each stage of Facia Cold Creams
life cycle. They are highlighted below:

Introductory Stage Objectives

At the introductory stage of the products life-cycles, Facia s advertising aims at
near-term sales by moving the prospect, step-by-step, closer to a sale. Thus,
when confronted with a buying situation the customer will ask for, reach for, or
accept the advertised brand. To attain this end the following objectives were
formulated:

1 Create secondary demand for Facia Cold Cream
2 Create awareness of existence of Facia Cold Cream
3 Create brand image or favorable emotional disposition toward Facia
Cold Cream
4 Implant information or attitude regarding benefits and superior features
of Facia Cold Cream
5 Combat or offset competitive claims.
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6 Build familiarity and easy recognition of package and trademark.

Growth Stage Objectives

During the growth stage of the product life-cycle, advertising for Facia Cold
Cream will aim at increasing sales by following these objectives:

7 Build confidence in company and brand which is expected to have
future dividends.
8 Build customer demand, which will place Our company in a stronger
position in relation to its distribution channels.
9 Secure universal distribution.
10 Hold Facias present customers against the inroads of competition.
11 Convert competitive users to Facia.
12 Cause people to specify Facia Cold Cream, instead of asking for just
any other Cold Cream.
13 Convert non-users into users of Facia Cold Cream

Maturity Stage Objectives

During Facias maturity stage advertising will seek to attain the following
objectives:

14 Make Cold Cream customers of occasional or sporadic customers.
15 Persuade customers to buy multiple units.
16 Remind users to buy.
17 Encourage greater frequency or quantity of use.
18 Establish a reputation platform for launching new brands or product
lines.
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19 Establish brand recognition and acceptance, which will enable the
company to open up new markets.


Advertising Strategy :

The advertising strategy is determined by the advertisers use of the creative mix.
The creative mix is composed of four main elements:

1. The target audience: This is the specific group of people the
advertising will approach. It may or may not be the same as the target
market. Facia s target audience will thus include men, women and children.
Moreover, parents who are usually the actual purchasers of grocery items like
will also form the target audience in order to remind them of Facia at the time
of purchase.

2. The Product Concept: This refers to the bundle of values the product
is intended to represent to the customer. Facia s product concept is that of a
complete Cold Cream, which combines complete skin, care.

3. Communications Media: These are the vehicles used to transmit the
advertisers message. Facia s communication media will include Broadcast,
Published, Point- of-Purchase and Outdoor media.

4. Advertising Message: This is what the company plans to say in its
advertisements and how it plans to say it. Facia Cold Creams advertising
message will focus on breeding confidence by providing complete skin care
so that the user has healthy and soft skin.
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5. Language & Punchline: The ads in the broadcast media will be in
English - Urdu mix to get maximum reach amongst all types of audience.




6. The tag line or punch line is Let us nourish you naturally.. This message
will also be re-enforced with the line



Facia Cold Cream ----- apki skin ke bharpor dekh bhal ke leye

The ads in all other media will also be in English - Urdu (mix language) to get
maximum reach amongst all types of audience.

Scheduling of the Advertising

Scheduling refers to the timing of the promotion expenditures or the sequencing
of promotions within a time-period.
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Few of them are:
Massing
Flighting
Pulsing, and
Even-scheduling

For Facia Cold Cream, the company has selected flighting because it involves
irregular scheduling ads in bursts for short periods of time within a year,
separated by periods of time with no advertising.

The company thinks that it is the best way for the company to schedule its
advertising because we will be able to capture attention for our brand this way.
Secondly, it will also allow repetition after intervals will allow retention of our
brand in the minds of the people.

Facia Cold Cream will be promoting heavily in the first few months because of
the introductory phase of the product. With the passage of the product life cycle,
looking at the position of our product in the market, we can change the way we
have to schedule our advertising budget.

Broadcast Media

Television
Our company will use television advertising, on top domestic channels: PTV
Network, Indus TV and GEO Network, Hum Tv It will advertise Facia Cold Cream
aggressively on television because we feel that channel wise these two can
provide us the most apt and regular coverage for our product. We feel that TV is
a powerful medium and can offer us the following advantages:
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Audio and Visual support: Seeing believes and nothing shows it better
than television in terms of the mass media. Thus Facia can be shown to be
actually more effective than other Cold Creams. The basic message conveyed
through TV will be a Cold Cream for all your needs.

High Penetration: Television advertisements have the advantage of
being able to reach the greatest number of people at a time. Moreover, majority
of the target market comprises of young adults who are regular TV enthusiasts,
thus the penetration of this medium will be the highest of all media.

Geographic Selectivity: The Company can attain a high degree of
geographic selectivity by using the different television channels to geographically
segment their target market. Using different time slots according to program
popularity for that region will do this.

The disadvantages of using TV such as clutter perish ability and high cost will be
overcome by Our company by using program sponsorship, increasing frequency
and achieving low cost per person. Both 30 second and 15 second insertions will
be run simultaneously in the beginning in order to create a relationship between
the two different formats of the same advertisement.

Moreover, when introducing the product in Karachi, the company will be using
nationwide advertising to create awareness of the new product in its future target
markets as well.

At this stage a disclaimer will be inserted in the advertisements on the national
network indicating that the product is currently available in Karachi only in order
to reduce confusion among the viewers.
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BROADCAST NETWORK

TELEVISION CHANNELS
HUM TV
Week Per Week
Insertions
Duration Spot Rate Total Cost
Week 1 6 (d) x 7 = 42 30 Seconds Rs.15,875/
-
Rs.666,750
Week 2 42 30 Seconds Rs.15,875/
-
Rs.666,750
Week 3 42 30 Seconds Rs.15,875/
-
Rs.666,750
Week 4 42 30 Seconds Rs.15,875/
-
Rs.666,750
Week 5 5(d) x 7 = 35 30 Seconds Rs.15,875/
-
Rs.555,625
Week 6 35 30 Seconds Rs.15,875/
-
Rs.555,625
Week 7 4(d) x7 = 28 30 Seconds Rs.15,875/
-
Rs.444,500
Week 8 28 30 Seconds Rs.15,875/
-
Rs.444,500
Week 9 28 30 Seconds Rs.15,875/
-
Rs.444,500
Week 10 28 30 Seconds Rs.15,875/
-
Rs.444,500
Product Development (Facia Cold Cream)

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Week 11 28 30 Seconds Rs.15,875/
-
Rs.444,500
Week 12 28 30 Seconds Rs.15,875/
-
Rs.444,500
Week 13 3(d) x 7= 21 30 Seconds Rs.15,875/
-
Rs.333,375
Week 14 21 30 Seconds Rs.15,875/
-
Rs.333,375
Week 15 21 30 Seconds Rs.15,875/
-
Rs.333,375
Week 16 21 30 Seconds Rs.15,875/
-
Rs.333,375
Week 17 2(d) x 7= 14 30 Seconds Rs.15,875/
-
Rs. 222,250
Week 18 14 30 Seconds Rs.15,875/
-
Rs. 222,250
Week 19 14 30 Seconds Rs.15,875/
-
Rs. 222,250
Week 20 14 30 Seconds Rs.15,875/
-
Rs. 222,250
Week 21 1(d) x 7= 7 30 Seconds Rs.15,875/
-
Rs. 111,125
Week 22 7 30 Seconds Rs.15,875/
-
Rs. 111,125
Week 23 7 30 Seconds Rs.15,875/
-
Rs. 111,125
Week 24 7 30 Seconds Rs.15,875/ Rs. 111,125
Product Development (Facia Cold Cream)

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-
Week 25 6 (d) x 7 = 42 30 Seconds Rs.15,875/
-
Rs.666,750
Week 26 42 30 Seconds Rs.15,875/
-
Rs.666,750
Week 27 42 30 Seconds Rs.15,875/
-
Rs.666,750
Week 28 42 30 Seconds Rs.15,875/
-
Rs.666,750
Week 29 5(d) x 7 = 35 30 Seconds Rs.15,875/
-
Rs.555,625
Week 30 35 30 Seconds Rs.15,875/
-
Rs.555,625
Week 31 4(d) x7 = 28 30 Seconds Rs.15,875/
-
Rs.444,500
Week 32 28 30 Seconds Rs.15,875/
-
Rs.444,500
Week 33 28 30 Seconds Rs.15,875/
-
Rs.444,500
Week 34 28 30 Seconds Rs.15,875/
-
Rs.444,500
Week 35 28 30 Seconds Rs.15,875/
-
Rs.444,500
Week 36 28 30 Seconds Rs.15,875/
-
Rs.444,500
Week 37 3(d) x 7= 21 30 Seconds Rs.15,875/
-
Rs.333,375
Product Development (Facia Cold Cream)

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Week 38 21 30 Seconds Rs.15,875/
-
Rs.333,375
Week 39 21 30 Seconds Rs.15,875/
-
Rs.333,375
Week 40 21 30 Seconds Rs.15,875/
-
Rs.333,375
Week 41 2(d) x 7= 14 30 Seconds Rs.15,875/
-
Rs. 222,250
Week 42 14 30 Seconds Rs.15,875/
-
Rs. 222,250
Week 43 14 30 Seconds Rs.15,875/
-
Rs. 222,250
Week 44 14 30 Seconds Rs.15,875/
-
Rs. 222,250
Week 45 1(d) x 7= 7 30 Seconds Rs.15,875/
-
Rs. 111,125
Week 46 7 30 Seconds Rs.15,875/
-
Rs. 111,125
Week 47 7 30 Seconds Rs.15,875/
-
Rs. 111,125
Week 48 7 30 Seconds Rs.15,875/
-
Rs. 111,125
Week 49 6 (d) x 7 = 42 30 Seconds Rs.15,875/
-
Rs.666,750
Week 50 42 30 Seconds Rs.15,875/
-
Rs.666,750
Week 51 42 30 Seconds Rs.15,875/ Rs.666,750
Product Development (Facia Cold Cream)

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-
Week 52 42 30 Seconds Rs.15,875/
-
Rs.666,750
GRAND
TOTAL
Rs.20,891,500


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PTV Network
Week PTV Spots Insertions Duratio
n
Cost/inserti
on
Total Cost
Week
1
After News
Headlines in
Khabarnama
7 30 sec. Rs.41,980 Rs.293,860
Time Spot before
Khas Khas
Khabrain
7 30 sec. Rs.31,485 Rs.220395
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week
2
After News
Headlines in
Khabarnama
7 30 sec. Rs.41,980/- Rs.293,860
Time Spot before
Khas Khas
Khabrain
7 30 sec. Rs.31,485/- Rs.220,395
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week
3
After News
Headlines in
Khabarnama
7 30 sec. Rs.41,980/- Rs.293,860
Time Spot before
Khas Khas
Khabrain
7 30 sec. Rs.31,485/- Rs.220,395
Prime Time 15 30 sec. Rs.31485/- Rs.472,275
Week
4
After News
Headlines in
Khabarnama
7 30 sec. Rs.41,980/- Rs.293,860
Product Development (Facia Cold Cream)

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Time Spot before
Khas Khas
Khabrain
7 30 sec. Rs.31,485/- Rs.220,395
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week
5
Spots before/after
a specified
program
6 30 sec. Rs.20,990/- Rs.125,940
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week
6
After News
Headlines in
Khabarnama
7 30 sec. Rs.41,980/- Rs.293,860
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week
7
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Time Spot before
Khas Khas
Khabrain
6 30 sec. Rs.31,485/- Rs.188,910
Week
8
Spots before/after
a specified
program
5 30 sec. Rs.20,990/- Rs.104,950
After News
Headlines in
Khabarnama
5 30 sec. Rs.41,980/- Rs.209,900
Week
9
After News
Headlines in
Khabarnama
5 30 sec. Rs.41,980/- Rs.209,900
Time Spot before 5 30 sec. Rs.31,485/- Rs.157,425
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Khas Khas
Khabrain
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week
10
Spots before/after
a specified
program
6 30 sec. Rs.20,990/- Rs.125,940
After News
Headlines in
Khabarnama
5 30 sec. Rs.41,980/- Rs.209,900
Time Spot before
Khas Khas
Khabrain
4 30 sec. Rs.31,485/- Rs.125,940
Week
11
Prime Time 12 30 sec. Rs.31,485/- Rs.377,820
After News
Headlines in
Khabarnama
5 30 sec. Rs.41,980/- Rs.209,900
Week
12
Spots before/after
a specified
program
6 30 sec. Rs.20,990/- Rs.125,940
After News
Headlines in
Khabarnama
5 30 sec. Rs.41,980/- Rs.209,900

Product Development (Facia Cold Cream)

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Week
13
Prime Time
After News
Headlines in
Khabarnama
15 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 472,275
Rs. 293,860
Week
14
Prime Time After
News Headlines
in Khabarnama
15 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 472,275
Rs. 293,860
Week
15
Prime Time After
News Headlines
in Khabarnama
15 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 472,275
Rs. 293,860
Week
16
Prime Time After
News Headlines
in Khabarnama
15 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 472,275
Rs. 293,860
Week
17
Prime Time After
News Headlines
in Khabarnama
15 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 472,275
Rs. 293,860
Week
18
Prime Time After
News Headlines
in Khabarnama
15 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 472,275
Rs. 293,860
Week
19
Prime Time After
News Headlines
in Khabarnama
7 7 30
secs
30
Rs. 31,485
Rs. 41,980
Rs. 222,915
Rs. 293,860
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secs
Week
20
Prime Time After
News Headlines
in Khabarnama
7 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 222,915
Rs. 293,860
Week
21
Prime Time After
News Headlines
in Khabarnama
7 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 222,915
Rs. 293,860
Week
22
Prime Time After
News Headlines
in Khabarnama
7 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 222,915
Rs. 293,860
Week
23
Prime Time After
News Headlines
in Khabarnama
7 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 222,915
Rs. 293,860
Week
24
Prime Time After
News Headlines
in Khabarnama
7 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 222,915
Rs. 293,860
Week
25
After News
Headlines in
Khabarnama
7 30 sec. Rs.41,980 Rs.293,860
Time Spot before
Khas Khas
Khabrain
7 30 sec. Rs.31,485 Rs.220395
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 56

Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week
26
After News
Headlines in
Khabarnama
7 30 sec. Rs.41,980/- Rs.293,860
Time Spot before
Khas Khas
Khabrain
7 30 sec. Rs.31,485/- Rs.220,395
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week
27
After News
Headlines in
Khabarnama
7 30 sec. Rs.41,980/- Rs.293,860
Time Spot before
Khas Khas
Khabrain
7 30 sec. Rs.31,485/- Rs.220,395
Prime Time 15 30 sec. Rs.31485/- Rs.472,275
Week
28
After News
Headlines in
Khabarnama
7 30 sec. Rs.41,980/- Rs.293,860
Time Spot before
Khas Khas
Khabrain
7 30 sec. Rs.31,485/- Rs.220,395
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week
29
Spots before/after
a specified
program
6 30 sec. Rs.20,990/- Rs.125,940
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week After News 7 30 sec. Rs.41,980/- Rs.293,860
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 57

30 Headlines in
Khabarnama
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week
31
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Time Spot before
Khas Khas
Khabrain
6 30 sec. Rs.31,485/- Rs.188,910
Week
32
Spots before/after
a specified
program
5 30 sec. Rs.20,990/- Rs.104,950
After News
Headlines in
Khabarnama
5 30 sec. Rs.41,980/- Rs.209,900
Week
33
After News
Headlines in
Khabarnama
5 30 sec. Rs.41,980/- Rs.209,900
Time Spot before
Khas Khas
Khabrain
5 30 sec. Rs.31,485/- Rs.157,425
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week
34
Spots before/after
a specified
program
6 30 sec. Rs.20,990/- Rs.125,940
After News
Headlines in
Khabarnama
5 30 sec. Rs.41,980/- Rs.209,900
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 58

Time Spot before
Khas Khas
Khabrain
4 30 sec. Rs.31,485/- Rs.125,940
Week
35
Prime Time 12 30 sec. Rs.31,485/- Rs.377,820
After News
Headlines in
Khabarnama
5 30 sec. Rs.41,980/- Rs.209,900
Week
36
Spots before/after
a specified
program
6 30 sec. Rs.20,990/- Rs.125,940
After News
Headlines in
Khabarnama
5 30 sec. Rs.41,980/- Rs.209,900
Week
37
Prime Time After
News Headlines
in Khabarnama
15 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 472,275
Rs. 293,860
Week
38
Prime Time After
News Headlines
in Khabarnama
15 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 472,275
Rs. 293,860
Week
39
Prime Time After
News Headlines
in Khabarnama
15 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 472,275
Rs. 293,860
Week Prime Time After 15 7 30 Rs. 31,485 Rs. 472,275
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 59

40 News Headlines
in Khabarnama
secs
30
secs
Rs. 41,980 Rs. 293,860
Week
41
Prime Time After
News Headlines
in Khabarnama
15 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 472,275
Rs. 293,860
Week
42
Prime Time After
News Headlines
in Khabarnama
15 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 472,275
Rs. 293,860
Week
43
Prime Time After
News Headlines
in Khabarnama
7 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 222,915
Rs. 293,860
Week
44
Prime Time After
News Headlines
in Khabarnama
7 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 222,915
Rs. 293,860
Week
45
Prime Time After
News Headlines
in Khabarnama
7 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 222,915
Rs. 293,860
Week
46
Prime Time After
News Headlines
in Khabarnama
7 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 222,915
Rs. 293,860
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 60

Week
47
Prime Time After
News Headlines
in Khabarnama
7 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 222,915
Rs. 293,860
Week
48
Prime Time After
News Headlines
in Khabarnama
7 7 30
secs
30
secs
Rs. 31,485
Rs. 41,980
Rs. 222,915
Rs. 293,860

Week
49
After News
Headlines in
Khabarnama
7 30 sec. Rs.41,980 Rs.293,860
Time Spot before
Khas Khas
Khabrain
7 30 sec. Rs.31,485 Rs.220,395
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week
50
After News
Headlines in
Khabarnama
7 30 sec. Rs.41,980/- Rs.293,860
Time Spot before
Khas Khas
Khabrain
7 30 sec. Rs.31,485/- Rs.220,395
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
Week
51
After News
Headlines in
Khabarnama
7 30 sec. Rs.41,980/- Rs.293,860
Time Spot before 7 30 sec. Rs.31,485/- Rs.220,395
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 61

Khas Khas
Khabrain
Prime Time 15 30 sec. Rs.31485/- Rs.472,275
Week
52
After News
Headlines in
Khabarnama
7 30 sec. Rs.41,980/- Rs.293,860
Time Spot before
Khas Khas
Khabrain
7 30 sec. Rs.31,485/- Rs.220,395
Prime Time 15 30 sec. Rs.31,485/- Rs.472,275
GRAND TOTAL RS.33,404,340

Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 62

GEO T.V.
Wk Geo Spots Insertion
s
Duratio
n
Cost/in
sertion
(Rs.)
Total Cost
1 7 a.m - 3.59 p.m. 4 (d) x 7 30 sec. 5,000 Rs. 105,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo
p.m.
3 (d) x 7 30 sec. 20,000 Rs. 420,000

2 7 a.m - 3.59 p.m. 3 (d) x 7 30 sec. 5,000 Rs. 105,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000

3 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000

4 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo 2 (d) x 7 30 sec. 20,000 Rs. 280,000
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 63

p.m.

5 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000

6 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000

7 8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
8 8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
9 8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
10 8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
11 8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
12 8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 64

13 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
14 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
15 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
16 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
17 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
18 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
19 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
20 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
21 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
22 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
23 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
24 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
25 7 a.m - 3.59 p.m. 4 (d) x 7 30 sec. 5,000 Rs. 105,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 65

8.00 p.m. - 9.oo
p.m.
3 (d) x 7 30 sec. 20,000 Rs. 420,000

26 7 a.m - 3.59 p.m. 3 (d) x 7 30 sec. 5,000 Rs. 105,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000

27 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000

28 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000

29 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 66


30 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000

31 8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
32 8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
33 8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
34 8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
35 8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
36 8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
37 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
38 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
39 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
40 8.00 p.m. - 9.oo 1 (d) x 7 30 sec. 20,000 Rs. 200,000
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 67

p.m.
41 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
42 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
43 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
44 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
45 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
46 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
47 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
48 8.00 p.m. - 9.oo
p.m.
1 (d) x 7 30 sec. 20,000 Rs. 200,000
49 7 a.m - 3.59 p.m. 4 (d) x 7 30 sec. 5,000 Rs. 105,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo
p.m.
3 (d) x 7 30 sec. 20,000 Rs. 420,000

50 7 a.m - 3.59 p.m. 3 (d) x 7 30 sec. 5,000 Rs. 105,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 68

8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000

51 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000

52 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000
7.00p.m. - 8.00
p.m.
2(d) x 7 30 sec. 14,500 Rs. 203,000
8.00 p.m. - 9.oo
p.m.
2 (d) x 7 30 sec. 20,000 Rs. 280,000
GRAND TOTAL Rs.10,294,000

Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 69

INDUS VISION
Wk Slot Insertion
s
Duratio
n
Cost/inse
rtion
Total Cost
1 6.30 - 7.30 p.m. 2 (d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
2(d) x 7 30 sec. 10,125 141,750
2 6.30 - 7.30 p.m. 2 (d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
2(d) x 7 30 sec. 10,125 141,750
3 6.30 - 7.30 p.m. 2 (d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
2(d) x 7 30 sec. 10,125 141,750
4 6.30 - 7.30 p.m. 2 (d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
2(d) x 7 30 sec. 10,125 141,750
5 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
1 (d) x 7 30 sec. 10,125 70,875
6 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
1 (d) x 7 30 sec. 10,125 70,875
7 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
1 (d) x 7 30 sec. 10,125 70,875
8 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30 1 (d) x 7 30 sec. 10,125 70,875
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 70

a.m.
9 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
10 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
11 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
12 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
13 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
14 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
15 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
16 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
17 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
18 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
19 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
20 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
21 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
22 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
23 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
24 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
Grand Total 4,000,500

25 6.30 - 7.30 p.m. 2 (d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
2(d) x 7 30 sec. 10,125 141,750
26 6.30 - 7.30 p.m. 2 (d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
2(d) x 7 30 sec. 10,125 141,750
27 6.30 - 7.30 p.m. 2 (d) x 7 30 sec. 11,250 157,500
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 71

10.00 p.m. 12.30
a.m.
2(d) x 7 30 sec. 10,125 141,750
28 6.30 - 7.30 p.m. 2 (d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
2(d) x 7 30 sec. 10,125 141,750
29 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
1 (d) x 7 30 sec. 10,125 70,875
30 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
1 (d) x 7 30 sec. 10,125 70,875
31 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
1 (d) x 7 30 sec. 10,125 70,875
32 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
1 (d) x 7 30 sec. 10,125 70,875
33 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
34 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
35 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
36 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
37 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
38 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
39 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
40 6.30 - 7.30 p.m. 2(d) x 7 30 sec. 11,250 157,500
41 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 72

42 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
43 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
44 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
45 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
46 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
47 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
48 6.30 - 7.30 p.m. 1(d) x 7 30 sec. 11,250 78,750
49 6.30 - 7.30 p.m. 2 (d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
2(d) x 7 30 sec. 10,125 141,750
50 6.30 - 7.30 p.m. 2 (d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
2(d) x 7 30 sec. 10,125 141,750
51 6.30 - 7.30 p.m. 2 (d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
2(d) x 7 30 sec. 10,125 141,750
52 6.30 - 7.30 p.m. 2 (d) x 7 30 sec. 11,250 157,500
10.00 p.m. 12.30
a.m.
2(d) x 7 30 sec. 10,125 141,750
GRAND TOTAL Rs.9,198,000





Product Development (Facia Cold Cream)

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Radio

Our company will also utilize Radio advertising to advertise Facia Cold
Cream Radio will be used to reinforce and support its Television campaign
and approach the target market from another angle to aggressively
impinge the brand in consumer minds.

FM -100 and FM-101 is the ideal channel for Facia s target market of men,
women and children.

FM- 100
Wk Slot Insertion
s
Duratio
n
Cost/inse
rtion
Total Cost
1 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.2,200 Rs.92,400
2 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.2,200 Rs.92,400
3 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.2,200 Rs.92,400
4 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.2,200 Rs.92,400
5 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.2,200 Rs.46,200
6 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.2,200 Rs.46,200
7 10.00am - 4.00 3(d) x 7 30 secs Rs.2,200 Rs.46,200
Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 74

p.m.
8 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.2,200 Rs.46,200
9 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.1,100 Rs. 46,200
10 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.1,100 Rs. 46,200
11 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.1,100 Rs. 46,200
12 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.1,100 Rs. 46,200
13 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.1,100 Rs.23,100
14 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.1,100 Rs.23,100
15 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.1,100 Rs.23,100
16 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.1,100 Rs.23,100
17 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.1,100 Rs.23,100
18 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.1,100 Rs.23,100
19 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.1,100 Rs.15,400
20 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.1,100 Rs.15,400
Product Development (Facia Cold Cream)

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21 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.1,100 Rs.15,400
22 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.1,100 Rs.15,400
23 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.1,100 Rs.15,400
24 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.1,100 Rs.15,400
25 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.2,200 Rs.92,400
26 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.2,200 Rs.92,400
27 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.2,200 Rs.92,400
28 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.2,200 Rs.92,400
29 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.2,200 Rs.46,200
30 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.2,200 Rs.46,200
31 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.2,200 Rs.46,200
32 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.2,200 Rs.46,200
33 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.1,100 Rs. 46,200
34 10.00am - 4.00 6(d)x 7 15 secs Rs.1,100 Rs. 46,200
Product Development (Facia Cold Cream)

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p.m.
35 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.1,100 Rs. 46,200
36 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.1,100 Rs. 46,200
37 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.1,100 Rs.23,100
38 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.1,100 Rs.23,100
39 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.1,100 Rs.23,100
40 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.1,100 Rs.23,100
41 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.1,100 Rs.23,100
42 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.1,100 Rs.23,100
43 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.1,100 Rs.15,400
44 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.1,100 Rs.15,400
45 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.1,100 Rs.15,400
46 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.1,100 Rs.15,400
47 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.1,100 Rs.15,400
Product Development (Facia Cold Cream)

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48 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.1,100 Rs.15,400
49 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.2,200 Rs.92,400
50 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.2,200 Rs.92,400
51 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.2,200 Rs.92,400
52 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.2,200 Rs.92,400
GRAND TOTAL Rs.2,032,800

Product Development (Facia Cold Cream)

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FM- 101
Wk Slot Insertion
s
Duratio
n
Cost/inse
rtion
Total Cost
1 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.1,650 Rs.69,300
2 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.1,650 Rs.69,300
3 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.1,650 Rs.69,300
4 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.1,650 Rs.69,300
5 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.1,650 Rs.34,650
6 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.1,650 Rs.34,650
7 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.1,650 Rs.34,650
8 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.1,650 Rs.34,650
9 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.800 Rs.33,600
10 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.800 Rs.33,600
11 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.800 Rs.33,600
12 10.00am - 4.00 6(d)x 7 15 secs Rs.800 Rs.33,600
Product Development (Facia Cold Cream)

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p.m.
13 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.800 Rs.16,800
14 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.800 Rs.16,800
15 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.800 Rs.16,800
16 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.800 Rs.16,800
17 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.800 Rs.16,800
18 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.800 Rs.16,800
19 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.800 Rs.11,200
20 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.800 Rs.11,200
21 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.800 Rs.11,200
22 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.800 Rs.11,200
23 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.800 Rs.11,200
24 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.800 Rs.11,200
25 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.1,650 Rs.69,300
Product Development (Facia Cold Cream)

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26 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.1,650 Rs.69,300
27 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.1,650 Rs.69,300
28 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.1,650 Rs.69,300
29 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.1,650 Rs.34,650
30 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.1,650 Rs.34,650
31 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.1,650 Rs.34,650
32 10.00am - 4.00
p.m.
3(d) x 7 30 secs Rs.1,650 Rs.34,650
33 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.800 Rs.33,600
34 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.800 Rs.33,600
35 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.800 Rs.33,600
36 10.00am - 4.00
p.m.
6(d)x 7 15 secs Rs.800 Rs.33,600
37 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.800 Rs.16,800
38 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.800 Rs.16,800
39 10.00am - 4.00 3(d)x 7 15 secs Rs.800 Rs.16,800
Product Development (Facia Cold Cream)

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p.m.
40 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.800 Rs.16,800
41 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.800 Rs.16,800
42 10.00am - 4.00
p.m.
3(d)x 7 15 secs Rs.800 Rs.16,800
43 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.800 Rs.11,200
44 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.800 Rs.11,200
45 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.800 Rs.11,200
46 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.800 Rs.11,200
47 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.800 Rs.11,200
48 10.00am - 4.00
p.m.
2(d)x 7 15 secs Rs.800 Rs.11,200
49 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.1,650 Rs.69,300
50 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.1,650 Rs.69,300
51 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.1,650 Rs.69,300
52 10.00am - 4.00
p.m.
6(d) x 7 30 secs Rs.1,650 Rs.69,300
Product Development (Facia Cold Cream)

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GRAND TOTAL , Rs.1,990,800


TOTAL BROADCAST MEDIA BUDGET :

(Cost Rs. )
TELEVISION
HUM TV Rs.20,891,500
PTV Network Rs.33,404,340
GEO TV Rs.10,294,000
Indus Vision Rs.9,198,000
RADIO
FM -100 Rs. 2,032,800
FM -101 Rs. 1,990,800
TOTAL Rs 77,811,440
Product Development (Facia Cold Cream)

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Published Media

Newspapers
Newspaper advertising will help our company in reaching the masses which will
enable it to penetrate a greater percentage of the population. The major
advantages of newspapers such as editorial support and secondary readership
will be capitalized by the company for reaching every possible consumer which
falls in the target market for Facia Cold Cream, in a cost efficient manner.

The negative aspects of newspaper advertising such as short life and poor
quality of work are expected to be overcome by ensuring maximum exposure
using front page advertisements and advertising in relevant sections of the
paper, of interest to the target market.

The company will advertise Facia Cold Cream in the most popular newspapers
of the target market namely: Dawn, The News and Daily Jang. Using both
English and Urdu language papers will allow maximum exposure to Facia s
advertisements and cater to the target markets needs in two languages.










Product Development (Facia Cold Cream)

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Week Dawn-Sunday Jung-Akhbar Jung Sunday
Magazine
The News Weekly
Magazine
SHE
Week 1 Half-Page (2nd
Page)
F/Pg upto 215
cms
Title Page Color F/Pg upto 215
cms
B/Pg Color Center
Spread
Week 2 Qtr. Page (Pg
1)
F/Pg upto 215
cms
Inside
Front/Back
Color
F/Pg upto 215
cms
Inside
Front/Back
Color
-
Week 3 Qtr. Page (Pg
16)
F/Pg upto 215
cms
Inside
Front/Back
Color
F/Pg upto 215
cms
B/Pg Color -
Week 4 Qtr. Page (Pg
17)
F/Pg upto 215
cms
Inside
Front/Back
Color
F/Pg upto 215
cms
Inside
Front/Back
Color
-
Week 5 60 Column cms
(Pg 1)
F/Pg upto 215
cms
B/Pg Color - B/Pg Color Center
Spread
Week 6 60 Column cms
(Pg 16)
F/Pg upto 215
cms
B/Pg Color F/Pg upto 215
cms
Inside
Front/Back
Color
-
Week 7 60 Column cms
(Pg 1)
F/Pg upto 215
cms
B/Pg Color - B/Pg Color -
Week 8 60 Column cms
(Pg 16)
F/Pg upto 215
cms
B/Pg Color F/Pg upto 215
cms
Inside
Front/Back
Color
-
Week 9 60 Column cms
(Pg 1)
F/Pg upto 215
cms
B/Pg Color - B/Pg Color Center
Spread
Week 10 60 Column cms
(Pg 16)
F/Pg upto 215
cms
B/Pg Color F/Pg upto 215
cms
Inside
Front/Back
Color
-
Week 11 60 Column cms
(Pg 1)
F/Pg upto 215
cms
B/Pg Color - B/Pg Color -
Week 12 60 Column cms
(Pg 16)
F/Pg upto 215
cms
B/Pg Color F/Pg upto 215
cms
Inside
Front/Back
Color
-
Total
Cost
Rs.3,446,100 Rs.2,838,000 Rs.2,921,625 Rs.1,053,500 Rs.449,550 Rs.90,000
Product Development (Facia Cold Cream)

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Total P Media Charges (3 Months) = Rs.10,798,775/ x 4 quarters = Rs.
43,195,100

Magazines

In order to spotlight the target market our company will also advertise Facia in
magazines with majority readership made up of men and women.

Given the high demographic selectivity and quality of workmanship magazine
advertisements will provide Facia with the cutting edge in its advertising
campaign. The following magazines have been chosen for their proximity to the
target market:

Akhbar-e-Jehan
SHE
Mag
Herald

Only four magazines have been selected in order to ensure maximum coverage
in this expensive medium with its limited geographic availability







Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 86

Magazine Ads
Breakdown

Akhbar-e-
Jehan
SHE Mag Herald
January 3 1 3 1
February 2 1 2 1
March 1 1 1 1
April 1 1 1 1
May 1 0 1 0
June 0 1 0 1
July 1 0 1 1
August 0 1 0 1
September 1 0 1 0
October 0 1 0 1
November 1 0 1 1
December 0 1 0 0
Total 11 8 11 9
Rate/FP
Color Ad
54,000 38,000 25,000 38,000
Annual
Cost/Mag
594,000 304,00
0
275,000 342,00
0
Total Magazine Budget 1,515,000
Total Publications
Budget
43,195,100
GRAND TOTAL 44,710,100


Product Development (Facia Cold Cream)

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Mobile Media

Mobile media consists of outdoor media and transit media both of which try to
relay the advertising message to the customer while the customer is not at home.
Our company will make selective use of outdoor media to promote Facia Cold
Cream .
Facia will not be using transit media s it not suited to our product.

Quantity Cost/Unit Total Cost
Buntings 20,000 Rs 15.00 Rs 300,000
Posters (15x20) 5,000 Rs 18.00 Rs 90,000
Mobiles 10,000 Rs 8.00 Rs 80,000
Wrigglers 10,000 Rs 6.00 Rs 60,000
GRAND TOTAL Rs 530,000

Outdoor Media

In outdoor media, Facia Cold Cream will be advertised on hoardings and
banners which will be strategically placed to draw maximum attention.

Cost
Schon Circle Rs.2,000,000/-
Sharah-e-Faisal (Kala Pul) Rs.2,000,000/-
Hasan Square Rs.2,000,000/-
Total Cost (3 Banners) Rs. 6,000,000/-

Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 88

BANNERS:

Size 12 x 3 ft
Cost of production Rs 500
Total Qty. 1000
Total Cost/Annum Rs 500,000





















Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 89

Chapter Eight

PROMOTION


Promotional Budget

The right kind of promotion will be crucial for Facia Cold Cream because the
market is being introduced in the market for the first time. So the launch will be
extremely crucial.

Determining the Promotional Budget

Generally, there are six important methods of determining the promotion budget:

Affordability
Percentage-of-sales
Competitive parity
Objective and task,
Profit maximization,
Ratio of elasticity.


The method, which Facia Cold Cream has selected to determine the promotional
budget, is Objective and Task. This basically means that the company is
seeking to achieve specific goals through its promotional activities.
Product Development (Facia Cold Cream)

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Our company will focus on two key promotional elements namely advertising and
collateral materials. The creative brief and media brief describe how these
elements are going to be utilized by the company to promote Facia Cold Cream
within its target markets.

Creative Brief

What are the opportunity and/or problem which the advertising must
address?

Advertising must change the consumers perception of a Cold Cream from
merely a cleaning agent for skin, to a comprehensive means of offering complete
care for skin and as a means of inspiring confidence in the users This new
perspective must then be related to Facia Cold Cream, i.e. that our product and
our product alone delivers the complete skincare and can personify this change
that they are seeking. Facia Cold Cream is no ordinary Cold Cream, it is a tool,
which offers complete skin care, and through that makes you look beautiful.

Who are we talking to?

Our audience includes men, women and children as well. Because Cold Cream
is the need of not only one category but of all categories. We want people of all
ages to use our Cold Cream. They should have the drive and motivation to excel
in life.

What do we want people to do as a result of the advertising?

Product Development (Facia Cold Cream)

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Advertising should motivate people to ask for Facia Cold Cream by name in Cold
Cream of asking for a generic product. Moreover, advertising should make
people try the product at least once.


What is the key response we want from the advertising?

The advertising must instill a belief that Facia Cold Cream will provide complete
skin care and make the user more confident. It should inspire people to look
beautiful and feel confident.

What information /attributes might help produce this response?

Key attributes to focus on are:

Facia Cold Cream provides complete skincare i.e. 100% care for your skin.
It allows skin to be soft, smooth, supple and non-greasy.
It includes Sun Screen in Right Quantity.





Product Development (Facia Cold Cream)

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What aspect of the brand personality should the advertising express?

Facia Cold Cream is a gutsy brand. It is a Cold Cream which delivers on all
counts, not just strong in one aspect like some Cold Creams are ---- only for dry
skin. It provides complete skincare. And it delivers the goods at a far better price
than other brands. Facia Cold Cream is for doers not dreamers. .
Advertising Language & Punch line:

The ads in the broadcast media will be in English - Urdu mix to get maximum
reach amongst all types of audience. The tag line or punch line is Let us
nourish you naturally. This message will also be re-enforced with the line

Facia Cold Cream ----- apki skin ke bharpor dekh bhal ke leye

The ads in all other media will also be in English - Urdu (mix language) to get
maximum reach amongst all types of audience.

Prelaunch-Promotion:

The company will be creating a hype about Facia Cold Cream before it is
actually launched in Karachi in January 2008. So Facia International plans to
undertake intensive promotion in December 2007.






Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 93

Message of the pre-launch ads:
The ads will try to pique the interest of the reader and offer him or her to try out
the new brand Facia Cold Cream for free.

Free 5 ml sachets of Facia Cold Cream will be distributed to the public, via
selected newspapers and magazines.


The new papers will carry teaser ads two weeks before the actual launch of the
product. The papers will carry an empty space (6 x 10 cms) in shape of a panel,
while the magazines will carry an entire page insert, which will also carry an
empty oblong panel

The public will be enticed to anticipate the launch with a tongue ncheek
message:

Tired of skin-raising problems?
Want something that provides
100% care for your skin ?
If yes, then watch this space next week.

Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 94

In the immediate week before the launch, the same panel will appear in the print
media, but this time, with a 5 ml Facia Cold Cream sachet attached to it. The
ad will carry another tongue ncheek message:

Here is your solution !!
Go ahead and try Facia Cold Cream
We promise it will provide
100% care for your skin.

Cost of the Pre-launch:

For this option, two types of costs will be incurred.
1. cost of the sachets itself
2. cost of advertising i.e putting ad in the media.



.










Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 95

COSTING SHEET FOR SACHETS
NEWSPAPERS
DEC
2007
DAWN (Only in Sunday -
IMAGES)
THE NEWS (Only in
Sunday - Instep)
Week 3 50,000 copies circulation x 1
sachet x Rs. 5.00 = Rs.
250,000
50,000 copies circulation x
1 sachet x Rs. 5.00 = Rs.
250,000

TOTAL N: Rs. 250,000 Rs. 250,000

MAGAZINES
DEC 2007 25,000 copies circulation x 1
sachet x Rs. 5.00 = Rs.
125,000
25,000 copies circulation x
1 sachet x Rs. 5.00 = Rs.
125,000
TOTAL M: Rs. 125,000 Rs. 125,000

Total Number of Sachets Distributed = 150,000 units
Total Cost of Sachets= (TOTAL N + M) = Rs. 750,000



Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 96

COSTING SHEET FOR MEDIA

NEWSPAPERS:
DEC 2007 DAWN (Images) 6 cm by 10
cm , panel ad , where
sachet will be attached,
inside place
The News (Instep) 6
cm by 10 cm , panel
ad , where sachet will
be attached, inside
place
Week 3 ( Teaser
Ad only. No
sachet attached)
1650 x 100% = Rs 3300 600 x 100% = 1200
Week 4 ( Sachet
attached)
1650 x 100% = Rs 3300 600 x 100% = 1200
Total of
Newspapers
Rs. 6600 Rs. 2400

MAGAZINES:
HERALD 2
nd
half position,
Single Insertion
SHE Magazine (Ord.
Full Page
Once in 1 month Rs. 25000 Rs. 25000
Total of
Magazines
Rs. 25000 Rs. 25000
Total of N + M= Rs 59000




Product Development (Facia Cold Cream)

All Rights Reserved to Facia Cold Cream Page 97


TOTAL COST OF PRE - LAUNCH PROMOTION
FOR FACIA COLD CREAM

ITEM COST
Cost of Facia Cold Cream Sachets Rs. 750,000
Cost of Print Media Rs. 59,000
Other Expenses 1. Transport of sachet to
Newspaper/ Magazine Office 2. Wastage of
product 3. Miscellaneous
Rs. 25,000
TOTAL COST Rs. 834,000


ASSUMPTIONS:
1. As per company policy, Facia will account for the cost of the entire pre-
launch promotion in its budget for 2007. This promotion will not be billed
under 2008 because it will be conducted in the previous financial year.

The sachets given out in this promotion will also not be counted in inventory of
2008, but will be made part of production inventory,

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Consumer Promotions:

The company will undertake unique promotions , called Re-enforcer type
promotions after the launch of Facia Cold Cream to reinforce the presence of
the brand, to encourage use by non-users and also to supplement its
broadcast/print media promotions.

Scheme No 1 : Free Facial

Facia intends to offer a unique offer of Free Facial to encourage trail and
adoption of Facia Cold Cream.

This scheme will be launched in the 6
th
Month of Facias launch in 2008. The
aim is to supplement the heavy media promotion of the brand by offering unique
incentives.

Facia International will approach top 100 mens and womens beauty salons,
situated. All across Karachi and offer them to participate in our scheme.

A toll- free (0800) number will be obtained by the company and ads in the print
media will invite men women and children for a free Facial by calling that
number. Once a call is made then the person will be given an appointment to a
salon nearest to them.

The company feels that this is an excellent way of promoting usage amongst
non-users of Facia Cold Cream .

The following salons will be made part of our exclusive promotion.

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Product Development (Facia Cold Cream)

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List of participating beauty salons:

Bahadurabad
- Gorgeous

Clifton
-Cuts & Capuccino
-AllaNora
-Hers
-Mahrose
-Pixys
-Saqib
-Shaheens
-Tahiras
-Ultravista

Club Road
- Cistres
- Marriott
- Ravvisant

DHA
- Beauty Crafts
- Beauty unlimited
- Beauty Works
- Beelas
- Classic
- Cut n Style
- Delux
- Lameche
- Mahars
- Malihas
- Mirror
- Nailas
- Neelos
- New Desires
- Pengs
- Rays
- Ruth Paul
- Sadias
- Safias
- Saforas
- Shees

- Organic
- Pretty Pink
- Sahar
- Seemas Face Focus
- Tulip
- Yumnaz

SADDAR
- Dollys

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TARIQ ROAD
- Grace
- Heenas
- Living Doll
- Mahrose
- Miss World
- Nikhar
- Shabana

ZAMZAMA
- Nabilas
- Roohi
- Shaheena Salon
- Almas
- Gohar Mirza
- Rams
- Rose
- Shabanas
- The Edge
- Zakiyas



Why were these salons selected?

- They were chosen because they are established salons for women and
men in Karachi and will allow Facia Cold Cream to reach a large volume
of its target market.
- It will allow Facia Cold Cream to be tested and used in a variety of
different locations all over Karachi and hence we can obtain market
penetration.

Proposed Method Of Promotion Campaign

The newspapers will carry ads for four weeks to advertise that the Facia Free
Facial Scheme is on. The ad will be in the shape of a panel (6 x 10 cms). The
ad in the panel will have the following message:

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Here is your chance to Facia
Call Toll -Free
0800 - Facia
Or
0800-32242
& treat yourself to a FREE
Facial at a salon near you.
(Offer is limited to 1 member, male or female per family)




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Cost of the Free Facial Wash scheme

For this option, the following costs will be incurred

- Advertisement in print media, mainly newspapers to call attention to the
on-going scheme.
- Booking a toll free number for the phone in service
- Cost of four 100 ml bottles to each participating salon
This will be incentive for them to try out our product
Two bottles will ensure that they remain captive customer
for our brand for a sufficient time.
- Cost of 1 free sachet to each client who comes for Facial
This will induce trail of our product amongst general public.
COSTING SHEET FOR ADVERTISING ABOUT FREE FACIAL
SCHEME
NEWSPAPERS:
DAWN (Images) 6 cm by 10
cm , panel ad , inside place
The News (Instep) 6
cm by 10 cm , inside
place
Week 1 1650 x 100% = Rs 3,300 600 x 100% = 1,200
Week 2 1650 x 100% = Rs 3,300 600 x 100% = 1,200
Week 3 1650 x 100% = Rs 3,300 600 x 100% = 1,200
Week 4 1650 x 100% = Rs 3,300 600 x 100% = 1,200
Total of
Newspapers
Rs. 13,200 Rs. 4,800
GRAND TOTAL = Rs. 18,000

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TOTAL COST OF FREE FACIAL PROMOTION
FOR FACIA COLD CREAM

ITEM COST
Cost of Print Media Rs. 18,000
Cost of Toll Free Line ( 0800 - Number) for
one month
Rs. 75,000
Cost of 100 ml Cold Cream bottle
giveaways at the end of the month for
participating salons: 4 bottles x 100 salons
@ Rs.80 /bottle
Rs. 32,000
Cost of Sachet giveaways for visiting
customers: 1 free sachet per visitor x 50
customers (min) per salon per day x 6
days x 100 participating salons = 30000
sachets @ Rs.5.00 /sachet
Rs.150,000
Other Expenses - Transport of
bottles/sachet to salons - Wastage of
product during transport - Miscellaneous
Rs. 18,400
TOTAL COST Rs 293,400
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ASSUMPTIONS FOR THIS SCHEME
- This scheme will be run for one entire month
- This scheme will be run in the 6
th
month of launch to supplement what has
already been done & to convert non-users if they have failed to take note
of Facia
- Scheme is valid for 1 person per household (m /f /or c), otherwise cost of
this scheme will become too prohibitive.
- We assume that each salon is open 6 days a week

Scheme No 2: Two-sided Brochure Insert in Magazines

Facia intends to pursue another unique promotion campaign to encourage trail
and adoption of Facia Cold Cream.

It will involve inserts of 2-sided brochure in top two magazines.
This scheme will be launched in the 9th and 10
th
Month of Facias launch in
2008. The aim is to attract the public to use the brand through testimonial of skin
expert or famous personality that he or she got soft and sapless skin by trying out
Facia Cold Cream.








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Proposed Method:

Use two sided, 4 color brochures (9cm x 20 cm) to highlight advantages of Facia
on one side such as:
- Soft skin
- Healthy skin
- Right amount of fairness

On other side we have testimonial from famous personality or a skin expert.

COST OF PROMOTION
ITEM COST
Cost of Printed Insert Rs.35 per insert for
9 cm by 20 cm x 4 color. (HERALD &
SHE) 25000 copies per mth x 2 mth x 2
mags = 100,000 inserts
Rs 3,500,000
Cost of inserting in magazines (Rs 10,000
for 1 issue x 2 issues x 2 mags) =
Rs.40,000
GRAND TOTAL Rs 3,540,000

Sales Promotion
We plan to use some degree of sales promotion for retailers, such that if a
retailer buys 1 carton (i.e. 12 bottles) of 220 ml pack, he will get 1 bottle of Facia
free. I.e. 12 +1 offer will be given to retailers.



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Point of Purchase Media

Point of purchase advertising can be effectively used in addition to other media.
The company plans to use point-of-purchase advertising due to the following
reasons:

1 It promotes impulse buying.
2 It reinforces promotional efforts.
3 It sells in a retail shop environment by increasing impact.
4 Most importantly it serves as a reminder at time of purchase.

-of-Purchase Cost
Buntings (25,0000 @ Rs. 5/-) Rs.125,0000/-
Cutouts (20,0000 @ Rs. 7/-) Rs.140,0000/-
Total Cost Rs.220,0000/-












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Advertising Budget Year 1, Jan-Dec. 2008

Amt in (Rs) Total Amt
(Rs)
% of Advg
Budget
Broadcast Media
Television 73,787,840
Radio 4,023,600
Total Broadcast Media 77,811,440

Print Media
Newspapers 4,319,510
Magazines 1,515,000

Total Print Media 5,834,510

Mobile Media 530,000
Outdoor Media 6,000,000
Banners 500,000
Total Mobile Media 7,030,000

Other Media
Pre-launch Promo 684,000
Free Facial Scheme 250,000
Excl.Brochures of
Facia
3,540,000
Total Other Media 4,474,000
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P.O.P Media 2,200,000
Total P.O.P Media 2,200,000

Contingencies 6,000,000

Total Promo Budget 103,349,950