Acknowledgement

We are very thankful to Allah almighty, who has given us the power and ability to think the
matter and judge the matters and then to make use of the blessed abilities. We would like to
express our sincere gratitude and heartily thanks to our respected Prof. Basharat Ahmed who
encourage us for this interesting project. Through this he tries to polish our minds towards the
business world. We also thankful to our parents, without their love and encouragement it was
not possible for us to complete our project.

Company Introduction
Forvil Cosmetics
Forvil Cosmetics, Pakistan's leading Manufacturer & Exporter of Herbal Cosmetics
products. They have a vast & ever evolving portfolio comprised on various Hair and Skin
Care Products, based on their unique Herbal formulations. With an exposure & experience of
50 grand years in the industry, Forvil Cosmetics is a name synonymous with Quality & Trust
amongst its millions of consumers all around the world.
They are having markets in Pakistan with over 250 distributors nationwide covering
more than 100, 000 retail outlet. They constantly strive to be a leader in the areas of quality
and strongly believe that quality in their products and services must be a priority in order for
them to deliver value and satisfaction to their customers.
From a humble beginning in 1960, forvil cosmetics have now grown to an
international level with over 40 years of experience. Presently manufacturing and exporting
more than 32 well established brands to Afghanistan, China, somalia, Mauritius and UAE.
As per their expansion plans they are now focusing on emerging markets to explore
the opportunity to expand their operations. They believe in not only assuring their partners
the quality products & services, but also ensure to help their partners in achieving success in
various manners.
Forvil cosmetics is leading/specialized manufacturer and distributing company of
Natural/herbal Skin and Hair care products in all over Pakistan in the brand name BIOAMLA. Their company was established in year 1960 and became popular to the public more
than 40 years. Their all products are herbal and consuming items due to which they are very
big consumer in all over Pakistan and big exporter in all over the world also. Although the
products are based on the philosophy of natural/herbal ingredients, the production process is
based on a modern Good Manufacturing Practice (GMP). ISO -14001:2004 and ISO 9001:
2000 to ensure the quality of the products together with the great marketing teams formed by
their distributors are reasons for their continued success. FORVIL COSMETICS
(BIOAMLA) has a premium leading position among other hair treatments; way ahead of
other hair loss treatment products.

In year 2000, Forvil opted to move into International Market. For that matter, it
established its International Marketing Division to proudly represent the company across the
globe. So far, this effort has been translated into exports of its products into more than 12
countries including Bangladesh, United Arab Emirates, Qatar, Kuwait, Saudi Arabia,
Mauritius, South Africa, Kenya, Netherlands & UK.
At Forvil, they fulfill their social commitments through supporting various NGO(s)
working in Health, Education Sectors & Social Causes. It also operates a Non-Profit
Organization KHURSHED BIBI FOUNDATION that operates a chain of free hospitals &
dispensaries for the poor & deprived.
Values

Innovation
Reliability
Leadership

Product Range
Forvil cosmetics are providing wide range of products. They are providing productsof
hair care, skin care and personal care.
i.

ii.

Hair care
Bio Amla hair oil
Bio Amla hair tonic (make hair healthy and control dandruff)
Bio Amla shampoo
Bio Unika hair colour (black and brown)
Bio anti dandruff shampoo
Praima natural hair colour
Praima hair colour
Anti-lice shampoo
Bio egg shampoo
Bio colene hair tonic

Skin care
Bio nikhaar fairness cream
Bio nikhaar cold cream
Bio nikhaarubtan cream
Bio plus vanishing cream
Bio honey lotion
Bio 7 day beauty plan cream

Personal Care
Bio Select Hair Removal Lotion & Cream
Praima Hair Removing Lotion & Cream
Bio Plus Prickly Heat Powder
Bio Perfumed Talcum Powder

iii.

Product Introduction
From the wide range of products offered by Forvil cosmetics, we have selected Bio
Amla for the improvements. We are giving innovative offerings in hair solutions and re
launch the Bio Amla with more attractive solutions and improvements.
This product had only three variants, its target market was limited and product quality
was very poor it was not able to satisfy the customers and the packaging of this was also very
unappealing. But new product has much better features and quality.
Introduction of Bio Amla
Bio Amla Shampoo is the flagship brand of Forvil Cosmetics, launched back in 1982. It
has been the most favourite & trusted Herbal Shampoo of Pakistan through generations
having a legacy of millions of satisfied consumers, which are still growing. This herbal
shampoo is enriched with all the goodness of Amla& various herbal extracts including Shika
Kai, Nagar Mota, Brahmi (Thyme Leaves), Bahiraha and KapoorKachari (Spiked Ginger
Lily). Unlike harsh chemical shampoos, which badly damage the hair, Bio Amla Shampoo is
gentle on hair, nourishes them from roots to the tip and makes them soft, silky and radiant
shiny, with a gentle touch of nature.
Bio Amla Hair Shampoo is the unique formulation of 24 herbs and wild flowers, Bio
Amla Hair Formula is a revolutionary, all-natural solution in the fight against hair loss. Bio
Amla Hair Shampoo is made with natural ingredients that have been scientifically proven to
reduce DHT production, block the androgen receptors and stimulate hair growth its regular
use will Controls hair losses. Corrects split ends and removes all types of dandruff hair will
look (after 3 to 6 months use), thicker longer, lustrous and healthy.Bio Amla Hair Shampoo
can be used by both men and women and has no known systemic side effects.
All the ingredients in Bio hair care shampoo are scientifically designed to work together
for maxi mum benefits. They are efficient & colour safe. This shampoo cleans and conditions
dry, dull and lifeless hair and protects them from hot sun, thus making your hair soft, lustrous
and manageable. This shampoo contains extracts of 24 natural herbs& wild flowers. It is,
therefore, safe for all types of hair.

Mission

Bio-amlas mission is to be the leader of this category by

providing best product to the customer and being the best
means providing outstanding quality and customer satisfaction
and value. And to provide their customer a powerful and
confident personality so that they may shine.

SWOT ANALYSIS
Strengths

Natural herbs
No side-effects
Trusted brand in herbal category

Weakness

Only in rural areas

Gender specification
Poor marketing campaign
No R & D department

Opportunities

People are becoming more style oriented

Changing customers demands
Growing population
Increase in awareness
Increase in rate of urbanization
Growing global market
6

Demand for natural products

Demand for natural cosmetics
Beauty product markets

Threats

Intense competition
Local and foreign competition
New entrance in shampoo industry
Changing policies of government
Price of electricity increasing
Countrys inflation rate is high

Reasons of Bio Amla Failure

The product fails in the market due to the following reasons:
i.

Poor product quality

In every business customers play a key role. Company will be having larger profit if

the customer loyalty is greater. But Bio amla failed to capture the customer satisfaction
because of its poor quality. The shampoo texture is very sticky and in jelly fail.
ii.

Wrong Target Market

Another reason of its failure was the limited target market or we can say wrong target

marketing strategy. The product bio amla mainly focuses the rural area. They are not fulfilling
the needs of others in the market.
iii.

Poor Promotional Campaign

As a product is launched in market it needs a strong informational advertisement

campaign to achieve the brand recognition. But when bio amla was launched the marketer of
the company did not work seriously for its promotion and the poor and unattractive campaign
was the reason of its failure.
iv.

Fast Growing Competition

Bio amla faced a very strong competition. There were many other brands with strong

and attractive promotional strategies and they are changing them according to the changing
customers needs. And bio amla was also lacking in customer satisfaction. So the interest of

the customer began to shift towards the other brands. Market is so dynamic and companys
need to change them according to the environment.
v.

Less Product Range

Bio amlais not introducing new products in the current product line. They are stick to

one product without making innovations in the product. They did not introduce separate
shampoo for men and female. They are not making change according to the changing
environment.
Target Market
Previous
The target market of this product was only females of rural areas.
New
The main target market of Bio will be females between the ages group 16-40
belonging to the lower and middle income classes. The products willfulfil the needs of rural
and urban areas.
Competitors
There are number of brands in the market who are offering hair solutions and various
shampoos for various types of hairs. The shampoos brands in Pakistan are local and
multinational competitors operating in Pakistan are as follow:

Garnier
Sunsilk (Unilever)
Clear (Unilever)
Lifeboy (Unilever)
Dove (Unilever)
Head & shoulder
Herbal Essence (P&G)
Panteen (P & G)

Area for Improvements

Brand Ambassador
Pakistani people get really impressed if they see any celebrity using any product or
doing something. A good brand ambassador have a very positive impact on the minds of
customers and ultimately on the sales of a product.
Coming to the FMCG and specially shampoo industry; Head & Shoulder uses the face of
ShahidAffradi and enjoyed a sales increase of 55%. For bio amla we recommend to use a
renowned face like Ayesha Khan or SyraYousuf as these are faces of today and represent
youth.
Cost of brand ambassador: 7 to 8 million
Contract:
We will sign a contract of 1 year. The contract will include

1 minute add shot

Her face will be used on every marketing campaign
She will attend 4 to 6 events of BioAmla
She will not sign with any other brand

By this we are expecting a sales increase of 30% to 35% but in long run it is going to help us
in brand recognition and positioning.

Product Development
(Hair Solutions)
Now days, no one see the Bio Amlashampoos in the retail stores. They are flop in the
market and not getting the share. For this they have to make improvements in many areas to
get the higher market share. They have to make improvements in the product quality and
product range. They have to change themselves according to the changing customers
demands and requirements. They have to make attractive promotional campaigns to attract
more customers and create awareness among the customers. The improvements in Bio Amla
are explained as:
Bio AmlaShampoo (Re-launch)
Bio Amla is not fulfilling the customers need due to the very sticky texture. Its quality
is not good. According to customers bio amla is not fulfilling their needs due to sticky
texture, not good quality, and they did not see in any retail store.They are not providing
various shampoos for various types of hairs. They did not understand the market need.
We are introducing new bio amla to fulfil the customers requirements in changing
environment. The new Bio Amla is introduced with improved quality and smooth texture. It
fights dry Hair, conditions them and makes them look silky & shiny. It also nourishes the
scalp and provides extra protection to it from the harmful environmental effects. It contains
natural herbs extract, Amla, Rathey and Aloe Vera. It gives lustre and strength to the hairs.
New Bio-Anti Dandruff Shampoo is an excellent combination of modern scientific
research with traditional herbal products like Mustard & Tea Tree Oil. Its active herbal
ingredients penetrate deep into the scalp to protect it from Dandruff & strengthen Hair from
root to the tip. New Bio Anti Dandruff is completely safe for hair. It fights against dandruff,
helps preventing its recurrence and at the same time, provides natural nourishment to hair. Its
regular use gives you Dandruff Free Hair, full of Vitality, Health & Shine.
New bio amla will be making available in different variants for different types of
hairs. We will be offering different shampoo for silky and smooth hairs, dry hairs, natural
hairs and daily wash hairs. Shampoos will be prepared with the help of various combinations
of herbs extracts and various combinations of proteins that helps to look healthier and shine.
We will offer the following types of shampoos:
10

a.
b.
c.
d.
e.
f.

Bio Shampoo for Dry Hairs

Bio Shampoo for Natural Hairs
Bio Shampoo for Daily Wash
Bio Shampoo for Silky and Straight
Bio shampoo for Hair Fall
Bio Anti-Dandruff Shampoo

Benefits
By using this shampoo our customers will get the following benefits:

Provides Extra Protection to Hair & lustre

Makes Hair Healthy, Shiny & Stronger
Fulfils the deficiency of Proteins
Completely Safe for all Hair Types
Protects Hair against Dandruff
Soothes & Protects the Scalp
Protects Hair from UV rays and prevents greying

Different variants of shampoo help to fulfil the demands of different segments in the
following manner.

Benefits of various shampoo variants

It contains amla, rathey and almond oil that give lustre your
Dry Hairs
Natural Hairs
Daily Wash
Silky and Straight
Hair Fall
Anti-Dandruff

hairs
Help in balancing the hair and to give shine and healthy look to
hairs
Helps to protect your hairs from polluted environment
It contains the special herbs extract and aloe Vera which makes
hair silky and straight
Guaranteed solution for hair fall
Remove scalp and dandruff from hairs

Market Share
Current market share of Bio Amla and its competitor is as:

11

Chart Title

P&G

18%
31%

Unilever
Bio Amla
Garnier

14%

Others

11%
26%

By making innovationsand introducing new variants the market share of Bio can be
increase. As we have increased the product line and make development in the product that
will allow increasing the market share of bio amla shampoo. Bio Amla will be offered in rural
and urban areas. Rural areas needs are not fulfilled by other premium brands offered in the
market. Bio amla will be fulfilling the needs of them by making the products available at
affordable prices and good quality. The consumption of shampoo increase in rural and urban
areas andpopulation also increases.
Gallup Pakistan (Research)
According to the research of Gallup Pakistan71%population of Pakistan use
shampoo for their hair care.Shampoo usage is significantly higher among urbanites and
higher income groups as compared to the people living in rural areas who mostly use soap to
wash their hair.
The market for haircare in Pakistan increased at a compound annual growth rate of
10.6% between 2006 and 2012. Leading players in the Pakistani haircare market include
Unilever, Procter & Gamble Company, and Forvil Cosmetics.But due to fewer improvements
in Bio Amla, the market share of Forvil cosmetics decrease and new competitors entered in
the market.These areas for improvements help to increase the market share in Pakistan
because the shampoo usage increases in urban and rural markets.

12

New Bio Amla variants usage

Population of Pakistan

190 million

Shampoo consumers in Pakistan 71%

134 million

Non- Shampoo users in Pakistan 29%

55 million

Rural areas consumption

18%

Urban areas consumption

85%

Assumption
New customers

20 million

One person shampoo consumption per day

5 ml

Total per day consumption

(20,000*5) = 100,000 litres

Total per year consumption

36.50 million litres

13

Bio anti dandruff

Anti-Dandruff Shampoo Users
People with dandruff problem
Anti-Dandruff shampoo users
Male
Female
One person shampoo consumption per day
Assumptions
New customers
Total per day consumption
Total per year consumption

72 million
18 million
10.44 million (58%)
7.56 million (42%)
5ml
10 million
(10,000*5) = 50000 litres
18.25 millionlitres

Bio for Men

Today the shopping trends of customers are changing and they are very specific in
selecting their personal care products. For getting more market share and customers share of
wallet we are introducing separate Bio shampoo and conditioner for the men. Men usually
prefer to shampoos which address their problems hair fall and fizzy hairs. Bio fulfils this need
of men by introducing this herbal shampoo and conditioner. Bio for men will be having:
Bio shampoo for men
14

 Bio conditioner for men

This Shampoo and conditioner has specific herbs which complement the hair of men.
Men have a little bit different hair texture so this product will satisfy the need of men and will
give them a better look with healthy hair. Its active herbal ingredients penetrate deep into the
skin and fight against the fizzy hair and hair fall.
Benefits
By using this shampoo and conditioner our customer will get the following benefits:

Special herbs for men hair that prevent fizziness

It gives a healthy look to the hair
It makes the hair smooth
It also makes the hair easily manageable

15

(POD) Bio Amla point of Difference

Points of Difference (POD) are Attributes or benefits consumers strongly associate with a brand, positively
evaluate and believe they could not find to the same extent with a competing brand.
i.

Bio Colour Revival Solution

Now a day, the youngsters are facing the problem of white hairs in young age. For that
Bio is introducing the new innovative solution. It will help the youngsters to get their white
hairs into the natural hair colour. Dull and white hairs need a rich black shine. New bio colour
revival with herbs extracted from plants serves this purpose very effectively. It helps in the
growth and retention of the natural colour of hair, giving its rich shine and strength. Hair
solution will be having the following products in it.
Bio hair colour survival shampoo
We are introducing new bio colour revival with the power of olive oil, amla, aloe Vera
and herbs extract. It will help in addressing the hair colour issues of Pakistani youth
consumers with in just 3 months. Due to brakeage, splits and white colour of hairs it caused
hair fall. The hair colour solution with the name of Bio hair colour revival that combines oil
benefits and herbs extracts that help to nourish hairs.
Benefits
By using this complete solution our customer will get the following benefits:

Helps getting the natural hair colour

Herbs extract reduce the hair damage
Protects Hair from UV rays and prevents greying again

NUMBERING TARGET MARKET

16

Population of Pakistan
Shampoo consumers in Pakistan 71%
%from teenage to 30 years 30%of 71%
% of females having white hair problem 5%

potential

consumers
30% are not conscious of problems of potential consumers
Total target market
Competitors share 90% consumers
Bio amla customers
1/5 buys every month expected sales

190million
134 million
40million
5 million
1.5million
3.5million
3.15million
0.5million
70,000/m

SALES EXPECTED
YEAR
1
2
3

SALES EXPECTED
.84million
1.00 million @20%
1.2million@20%

Bio Age Revival

Looking forever young has never been as important as it is today when people live longer and
healthier and want their appearance to reflect the vital state of their mind and health. Also, the
changes both in lifestyle and grooming practices are occurring among consumers all over the
world attempting to fight against the signs of aging and minimize its visible effects.
Currently no one in the market is catering the need of women of 30 + age who are facing hair
fall and dead hair problems. For this Bio is introducing new and innovative hair solution for
that segment. This product allows the old women to have healthier and shiny hairs. The

17

complete herbal formula is used in developing this product. This solution will be having the
following:
Bio Age Revival Shampoo
This shampoo for old women will contain special herbs that prevent their hair from
damage. The combination of Amla, Aloe Vera, almond glycerides and herbal extracts make
this shampoo good for old age women.
Benefits
By using this shampoo our old age women will get the following benefits:

Fulfils the deficiency of Proteins

Conditions Hair from Deep Within
Makes Hair Soft, Silky & Radiant
Provides Extra Protection from Damage

18

TARGET MARKET
Our target market is all those prone to, Baldness, Dandruff, Split hair, Dry hair/Lack luster
and who desire: Healthy hair, thickness and Length.

Shampoo consumers in Pakistan 71%

Women between age 30-65
71% shampoo consumers
30% are not conscious of problems of potential consumers
Total target market
Competitors share 90% consumers
Bio amla customers
1/5 buys every month expected sales

134 million
21 millions
14.9 million
4.8million
10.1millions
9.09millions
1.01millions
0.2million bottles/
month

REVENUE EXPECTED
.2million*12=2.4millins
YEAR
1
2
3

SALES EXPECTED
2.4million
2.88 million @20%
3.5million@20%

FORCEFIELD ANALYSIS

Driving Forces

Hair problem are increasing

People are becoming more style oriented
Changing customers demands
19

Growing population
Increase in awareness
Increase in rate of urbanization
Demand for natural hair products increasing
Current shampoo consumption is 71% that can be further broadened with

increase in demand.
Customer base is increasing due to effective promotional effectiveness.

the

Restraining Forces

Intense competition
Competitor has strong promotional activities
Imported brands are also available in market
Bio amla shampoo considered for poor people
High rate of inflation

20

Hair Test campaign

For brand recognition and generating a word of mouth by reaching to the customer we will
launch a hair test campaign. This campaign will be designed in a way that we will be putting
bioamla branded cabins in different malls and institutions. There will be a separate cabin for
male & female.
The person will go into the cabin; our representative will test his/her skin + hair using a
special scanner and software and suggest him/her a suitable product of bioamla. For a start a
sample of that product will be giving to the prospect.

Cost:
Equipment

Rs. 70,000 * 3

210,000

Supervisor

25000 * 3

75,000

Attendant

18000 * 12

216,000

Helper

12000 * 3

36,000

Free Sampling 500,000

500,000

Total

1,037,000

Benefits:

It will generate a positive word of mouth

Show the care for customer
Will attract new customers
Give a change for face to face nitration with customer and giving them knowledge of
every product of bioamla

Packaging
21

The current packaging of Bio Amla is not attractive. That is complete plastic bottle with
black colour. The packaging does not attract the customers towards the product. They are not
changing them according to the changing environment.
For making the Bio Amla attractive, we have changed its packaging. The packaging
makes the brand look expert and modern.We have changed its bottling shape and colour
combination according to the environment. The new bottling cost less to company as
compared to previous bottle. It is having less quantity of plastic and the plastic is easily
recycled. We are making following improvements in the packaging of Bio:

Bottling shape change

Bottling design change
Different sizes

We are coming up with new bottling style to attract new customer and give a re-launching
essence. It cost very less to the company:

130/250 ml Bottle : Rs.13/Bottle

7 ml Sachet : Rs.0.5/Sachet
225 ml Sachet(refill): Rs.4/Sachet
250ml Premium Bottle :Rs18/Bottle

22

PRICING
250ml
Cost/Bottle
Profit 20%
Advertisement & Administration Exp. 30%
Distributors Margin 10%
Whole sale Margin 5%
Retailers Margin 10%

Rs 110
132
171
196
205
225

Revenue @ Rs.225/- * 840,000/- =

189m
Return @ Rs. 22/- * 840,000/- =
18.48m annually
Return @Rs.22/*840,000/--=1.54million/monthly

Revenue @ Rs.225/- * 2.4/- =

Return @ Rs. 22/- * 2.4/- =
Return @Rs.22/*2.4/--=

540m
52.8m annually
4.4million/monthly

23

Proposed tag lines

Let yourself lust and sleek

Longer, stronger, lustre

24

PROMOTION
The advertisement of Bio Amla follows the smile approach that is:
S Simple
M Memorable
I - Interesting with relative information
L Linked to Brand
E- Emotionally involved and liked
A product's particular advertising strategy also depends on the level of competition involved
with each product. For example when Pantene and Sunsilk entered the shampoo market they promoted the
shampoo's functional benefits, which greatly appealed the consumers. Bio Amla seeing this trend changed its
advertising strategies that their advertisements also promoted the shampoo's functional benefits.
We will use all possible way to promote this product
This diagram shows the marketing strategy of bio amla

Manufacturer

Internal
promotio
n

External
promoti
on

Customer

Retailers

Internal promotion

Interactiv
e
promotio

In this kind of promotion will convince our retailers to promote this product

25

Push Strategy
For this purpose we will use push strategy in this we will convince the retailer to
sell our product
Trade promotion
For the above stated purpose we will use the trade promotion
And our trade promotion will be done by following methods
1. Trade allowance
We will offer special discount if the retailer will sell the particular percentage of
product. Like if he will sell the 50% product then next 5% sale will be absolutely free for him
Interactive promotion
In this kind of promotion customer will promote the product to customer.
External marketing
In this manufacturer will explore the strategies to attract the customer towards the
product
Pull strategy
This strategy has been used to generate demand of the product in customers
Consumer promotion
To achieve the above mission we will use consumer promotion. It will be done by following
method.
1.Free extra product.
By this technique will offer
bio-amla hair oil free with the large sized shampoo.

And free hair brush with the small sized shampoo

. Promotional objective
This promotional campaign our purpose will be TO INFORM people about new improved
and modified form of product
Promotion mix
Advertisement

TV advertisement

Radio

Flyers
26

Billboards

Newspapers

Internet

Some advertisement will be done with the help of the steamers.

By using the neon sign.

27