Gobindgarh Public School

Submitted To : Submitted By:

Mrs. Risham Bansal Gagandeep Singla(05)
(Subject Teacher) Puneet Sofat(20)
Puneet Kajla(19)
Vivid Sharda(32)
Sign & Remarks:…........................ Preet Kunwar(22)
Naman Thour(18)
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  Project Management is the discipline of defining and achieving
targets while optimizing the use of resources (time, money, people,
materials, energy, space, etc) over the course of a project (a set of
activities of finite duration).
 Project Management is quite often the province and responsibility of
an individual project manager. This individual seldom participates
directly in the activities that produce the end result, but rather strives
to maintain the progress and productive mutual interaction of various
parties in such a way that overall risk of failure is reduced.
 In contrast to on-going, functional work, a project is "a temporary
endeavor undertaken to create a unique product or service." The
duration of a project is the time from its start to its completion, which
can take days, weeks, months or even years. Typical projects include
the engineering and construction of various public or consumer
products, including buildings, vehicles, electronic devices, and
computer software.
 In recent years, the Project Management discipline has been applied
to Marketing and Advertising endeavors as they become more
technologically oriented and multiple communication channels
become part of the marketing mix.
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4
 CUSTOMER'S QUESTIONNAIRE
Name : ..................................................... Age:.......................
Sex:.......................................................... Contact no:………………………
Address:………………………......................................................................................

1. Do you use soaps for every bath/ shower: Yes/No

2. How many soaps for bath do you personally require every month? 1/ 2/ 3/ 4

3. How many bath soaps do you buy for your household every month? 1/2/3/4/5/6/7/8/9

4. Which kind of bath soaps do you like? (tick as many you think appropriate)
Foamy / Thick lather/ transparent/ milky/ colored / glycerin/ medicinal/ neem / sandal

5. What is the maximum price you spend for a standard sized bath soap?
........................................

6. What is the average price you have paid in recent months for a bath
soap?...................................…

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 (7) What kind of perfume do you like your soap to yield?
---------------------------------------

(8) Do you change from one brand of soap to another?

Yes/ NO

(9) How often did you change brands in the last 6 months?
0nce/ twice/ many times

(10) Which brands of soaps did you use in the last 6 months?
(3/4 names only) ----------------------------------------…

(11) Which brand did you like most?

(12) Why did you like that brand most? (tick as many as you think appropriate)
perfume / color / lather/ long lasting/ hygienic / protect skin/
suits your skin/ value for money

(13) Do you want any change in your product?

Yes / No

(14) What change do you want?

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 PEOPLE'S PREFERENCE DEMAND FOR CHANGE

35 NO
30
15%

%GE 25
OF
PEOPLE 20 YES
USING
15

10 NO
5
YES
0
DETTO OTHER 85%
DOVE LUX CAMAY
L S
SOAPS 30 20 35 10 5

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 We have selected this product in order to provide a wide
range of good quality soap at affordable prices. In today’s
world, customers spend huge amount of their income on the
cosmetics and are very much conscious about their looks. So
in order to meet their demand we have decided to launch a
new soap i.e. FRAGRANCE. It not only purifies and
protects skin from environmental damages but also keeps
away the dirt and grime from the body. It keeps the skin soft
and is useful in treating skin problems like pimples, black
heads and itches.

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 Our Product and Its Varieties

 Romantic
 Lemon
 Cool
 Original

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10
Strategy Pyramid
Our ultimate strategy is to build FRAGRANCE products into
the standard for home and workplace hand washing safety and
cleanliness, first regionally and eventually nationally. Our
tactics to increase compliance through the use of our product
include continual and progressive expansion into new markets
and a strong branding campaign in coordination with
promotional contracts with the government and possibly
insurance companies.

Marketing Programs
Our most important marketing program is our branding
program, aimed initially at regional chain and franchise
managers. This program is intended to penetrate the target
markets, and establish FRAGRANCE products as the soap of
choice. Achievement should be measured against our
projected 45% monthly sales growth rate for the first year.

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Promotion Strategy
One of the most important aspects of a successful launch is
positive publicity for our product. We will develop an
awareness campaign to promote our product through several
avenues. Our management team will fiercely pursue positive
public perception through government endorsements promoting
the benefits of our products. We will also attempt to capitalize
on the novelty of the solutions provided by our product by
actively seeking local news and media coverage to help spread
awareness. Buzz will be developed in social hubs by
distributing samples to parties with potential interest. Parental
support of the product will be garnered through free trials,
demonstrations, and direct mailings to the day care parent
roster lists, parent groups and PTA's.

Pricing Strategy
Retail pricing for FRAGRANCE will generally be around
Rs52/cake. The value of our product will not be attractive to
extremely price sensitive customers. The market for soap is
generally inelastic, but our product offers significant
differentiating benefits over current soaps that justify the price
difference.
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Distribution Strategy
Our initial distribution strategy will involve a combination of
distributor and direct sales. Relationships with local
Northwest distributors will be established to increase
promotional reach and potential users. The first orders will be
available immediately through direct delivery by our
executive team. Outsourcing distribution entirely in the future
will allow FRAGRANCE to focus its efforts on marketing and
expanding as quickly as possible.

Sales Strategy
Sales strategy will initially address local and regional managers
with ordering authority for the establishments in that area. The
prospective clients will be supplied with a professional
product information packet and moved into the sales funnel to
begin closing prospect, followed up with a direct mail
brochure and a phone call.
There will be no initial direct compensation or commission for
closed sales. Proceeds from sales will be invested back into
developing and expanding the business. As the company
begins to increase its initial sales force, commission-based
incentive.
MARKETING MANAGEMENT 13
  SWOT analysis is done to know what the strength and
weaknesses of the brand are and what are the
opportunities and threats that company has to face from
the environment.

Strength
Weaknesses
Opportunities
Threats

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 STRENGTH
•Sound and experienced management.
•Excellent marketing department assisted by a highly regarded marketing research unit.
•Financial support from parent company .
•Strong and healthy relationships with distributors and retailers.

WEAKNESS
•Loss of market share to some of its competitive products.

OPPORTUNITIES
•High rate of population growth.
•Rising literacy.
•Market opportunity for “FRAGRANCE” to penetrate in the new segments and market by
the style and beauty consciousness of the people.

THREATS
•Possible increase of market share of other competitive brands.
•Rising inflation, which reduces personal disposable income of consumers.

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 It has a great scent that stays with you all day long. Everyone
loves to smell great when you buy the right one.
 It also nourishes and softens your skin all day long.
 Bath soap has beautifying qualities for the skin, scalp and
hair. You can use it to restore your skin’s beauty and
enjoy being you.
 It has toning and soothing properties.
 It purifies and protects skin from environmental damages.
 It is good for blemished and oily skin.
 It keeps grime and dirt away while at the toning up the skin.
 You can use it to cure skin problems like itches, black heads,
pimples, prickly, heat away.
 Can be used to dispel mosquitoes.
 It can be used to relief muscular aches and pains and other
health ailments.

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 Marketing Mix is the combination of four elements – product, pricing
structure, distribution system and promotional activities – used to satisfy
the needs of an organisation’s target market(s) and at the same time,
achieve its marketing objectives.
Marketing-mix implies a firm’s total marketing programme. It requires
decision-making with regard to:
1. Product
2. Promotion
3. Price
4. Place

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 Packaging means wrapping, compressing, filling or creating of goods for the
purpose of protection of goods and their convenient handling. Packaging plays a
very important role in the marketing success or failure of many products.
Package means a case, container, wrapper or other receptacle for packing goods. It
can be made of metals, plastics, wood, paper, glass, laminates, polyester etc.

Levels of Packaging: There are three levels of packaging. These are as below:

Primary
Packaging

Secondary Packaging

Transportation packaging

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 Primary packaging: It refers to the product’s immediate container. The
primary package is kept till the consumer is ready to use the product.
Eg. Fragrance soaps are packed in plastic packets. Plastic packages are
durable and does not absorb moisture as paper does. They look very neat
and have an attractive appearance.

Secondary packaging: It refers to the additional layers of protection that

are kept till the product is ready for use.
Eg. Fragrance soaps packed in a cardboard box. These are cheap and have
strength as compared to other packaging materials. These offers an
opportunity to present colorful and attractive matter on it. It protect the
contents from the moisture and cannot be easily torn.

Transportation packaging: It refers to further packaging components

necessary for storage, identification or transportation.
Eg. Fragrance soaps are packed in a corrugated boxes containing
100 or 200 units.
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 Labelling means putting identification marks on the package. Packaging, branding
and labelling go together and constitute an integral part of product planning and
development.
A good label is one which helps a potential buyer to make his decision by
providing relevant and correct information. The label should provide:
 Retail price and unit price of product.
 Picture of the product, accurate as to size, color and appearance.
 Description of raw products used along with the methods of processing.
 Directions for use, including cautions against misuse.
 Brand name.
 Dates of manufacture and expiry.

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 “feel good, look good…”

Fragrance

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 Promotion is a process of communication involving information, persuasion and
influence. it is undertaken with the twin objective of informing potential customers
about the product and persuading them to buy it.

Objectives: Marketers undertake promotional activities to ultimately achieve the

following objectives:
 To provide information
Advertise
 To stimulate demand ment
 To differentiate product.
 To highlight the utility of the product
Sales
 To build image Publicity
Promotion
PROMOTION
MIX

Personal Direct
Selling Marketing

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Promotion-mix refers to the combination of different kinds of promotional tools used by the firm
to advertise and sell its products. Following are its major tools used for promotion:
1. Advertising: It is impersonal form of
promotion that is directed towards
masses and is paid for, with the clear
identification of the sponsorers. It
disseminates information about the
advertising firm, its product qualities,
place of availability of its products, etc.
Modes of advertisement followed are as
under:
i) Magazines
ii) Radio
iii) Television
iv) Newspapers

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Sales promotion refers to short-term incentives, which are designed to
encourage the buyers to make immediate purchaser of a product or service.

BUY 1,,, GET 1

FREE!!!!!

FREE
PONDS BEAUTY
CREAM

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  For Wholesalers
i) Trade Discount
ii) Dealer Contests

 For Retailers
i) Dealer Premiums
ii) Holiday Packages

 For Consumers
i) Free coupons
ii) Cash Discounts
iv) Product Combination

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28
 The term price denotes money value of product. It represents the amount of money for
which a product can be exchanged. In other words, price represents the money which the
consumer has to pay to the seller of a product.

Objectives of Pricing are as under:

1. to achieve target rate of return on investment or net sale.
2. to achieve price stability.
3. to improve market share.
4. to survive in the market.
5. to build public image.
6. to meet competition.
7. to maximize profit.

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 1. Product cost
2. Product differentiation Product
Cost
3. Demand
4. Competition Firms’
Product
Differen-
objectives
-tiation
5. Objectives of the firm Pricing
Decisions

Compe-
Demand
-tition

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 For wholesaler: Rs. 42/-
 For Retailers: Rs. 48/-
 For Consumers: Rs. 52/-
 Romantic Rs.52
 Lemon Rs.50
 Cool Rs.46
 Original Rs.34
31
32
producers wholesalers retailers consumers

Two Stage Marketing Channel: There are two middlemen in this

channel, namely, wholesaler and retailer. Here the wholesaler and retailer function as
connecting links between the manufacturer and consumer.
Use of two middlemen in the network enables the
manufacturers to cover a larger area. Middlemen relieve them of marketing functions
like storage, transportation, grading etc. and enable them to specialize in production.
They concentrate on marketing activities and provide specialized services in the
distribution of products.

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 A warehouse is a place where surplus goods can be kept safely for future use. It has
removed the obstacle of time in the smooth flow of trade. It helps in the storage of
goods until they are demanded for future sale. It has proved to be a boon to the
manufacturers and traders by helping them to store and accumulate goods.

 Time utility
 Smoother supply
 Facilitates further processing
 No urgency of sales
 Collateral security

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 Modes of
transportatio
n

LAND WATER AIR

Roadways Railways Canals River Sea Passengers Cargo

Vehicular Passenger
Trucks, Buses,
Cars, etc.
Trains

Non- Goods
vehicular Trains
Man, Animals

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 Target Market

A research carried out reveals that urban rich people

are more likely to buy imported and expensive
products. Similarly, urban and sub urban upper
middle and middle class people tend to buy the
products of high quality irrespective of its price and
schemes available. That is why the company targets
urban rich people and urban - sub urban upper
middle class people who are assumed to be
financially well-off and can afford to buy
Fragrance.

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 Objectives

 We work to create a better future every day.

 We will provide services that are good for them and good for
others.

 We will inspire people to take small everyday actions that can

add up to a big difference for the world.

 We will develop new ways of doing business that will allow

us to double the size of our company while reducing our
environmental impact.

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 Conclusion
The findings of the empirical study indicate that unless the brand to be promoted is
in the consideration set of the consumer, sales promotion by itself is unlikely to
have any major impact. Clearly this shows that managers need to invest into brand
building exercise so that his/her brand appears in the consideration set of the target
consumers. Only after this should he spend time, money and energy on sales
promotion activities. Sales promotion should not be used in isolation but need to be
integrated with other tools and in line with the overall positioning of the brand. Also
the importance of the role of mass media came out clearly in both the studies.
Companies need to create sufficient awareness about sales promotion schemes
through mass media in order to create awareness. Companies need to systematise
information flow regarding sales promotion activities particularly at dealer - retailer
level and devise checks and measures to reduce misappropriations. Through dealers,
companies can remain in touch with the market. The retailers act as a rich source of
information about the consumer and the likely response to sales promotion
activities. They should develop a system to tap such responses both at retailer and
consumer level which may be helpful for planning future sales promotion activities.
In order to build trust and commitment companies should tap preferences,
perceptions of retailers as well as consumers

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 Appendix
Websites:
 www.google.com
 www.scribd.com
Our Visit:
 Singla Karyana Store
 Thapar Soap Company, Ludhiana
Books
 Marketing Management

 Business Studies - XII

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