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 Product Development (Facia Cold Cream)
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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
GODOWN/WAREHOUSE Address: 23, West Wharf, Khi. Landmark: Anas House,KHAN Petrol Pump,Oil & Gas Development Company City: Karachi Phone: +92-21-9873325, 9871654 Product Development (Facia Cold Cream)
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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 Product Development (Facia Cold Cream)
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 Product Development (Facia Cold Cream)
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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 Product Development (Facia Cold Cream)
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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 Product Development (Facia Cold Cream)
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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 Product Development (Facia Cold Cream)
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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 Product Development (Facia Cold Cream)
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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.
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. Product Development (Facia Cold Cream)
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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. Product Development (Facia Cold Cream)
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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 Product Development (Facia Cold Cream)
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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. Product Development (Facia Cold Cream)
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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 Product Development (Facia Cold Cream)
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.
Product Development (Facia Cold Cream)
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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.
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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Product Development (Facia Cold Cream)
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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 Product Development (Facia Cold Cream)
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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)
Product Development (Facia Cold Cream)
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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.
Product Development (Facia Cold Cream)
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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.
Product Development (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 Product Development (Facia Cold Cream)
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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. Product Development (Facia Cold Cream)
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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. Product Development (Facia Cold Cream)
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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. Product Development (Facia Cold Cream)
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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. Product Development (Facia Cold Cream)
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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: Product Development (Facia Cold Cream)
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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. Product Development (Facia Cold Cream)
- Week 52 42 30 Seconds Rs.15,875/ - Rs.666,750 GRAND TOTAL Rs.20,891,500
Product Development (Facia Cold Cream)
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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 Product Development (Facia Cold Cream)
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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
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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 Product Development (Facia Cold Cream)
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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)
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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)
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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)
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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)
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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)
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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)
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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)
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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)
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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)
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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)
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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)
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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)
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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)
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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
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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)
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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)
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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)
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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
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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)
(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.
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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
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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
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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.
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/-
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BANNERS:
Size 12 x 3 ft Cost of production Rs 500 Total Qty. 1000 Total Cost/Annum Rs 500,000
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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?
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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.
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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.
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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.
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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.
.
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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
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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
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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.
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 Product Development (Facia Cold Cream)
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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.
Product Development (Facia Cold Cream)
All Rights Reserved to Facia Cold Cream Page 107
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.
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 Product Development (Facia Cold Cream)