Front side

BackSide

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Dedication ………………………………………………………3

Acknowledgement ………………………………………………………4

Executive Summary ………………………………………………………5

Mission Statement ………………………………………………………6

Brand Name ………………………………………………………7

Marketing Plan and Objectives ………………………………………...8

Advertising Plan ………………………………………………………9

SWOT Analysis ……………………………………………………..13

Adv. Planning decision ……………………………………………………..15

Marketing MIX ……………………………………………………..16

Competitor’s Introduction ………………………………………………19

Launching Plan ………………………………………………22

Budget ………………………………………………….22-23

Campaign ………………………………………………….24-25

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DEDICATION

To the HOLY PROFIT (PBUH), who enable us to recognize our creator.

To my beloved TEACHERS, Who are the symbol of guiding in our lives and induced a sense of deep love, to struggles.

To our PARENTS, Whose prayers are great source of strength for us.

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Acknowledgement .

All praise is due to Allah lord of the world the beneficent, the Merciful. Allah the Benefactor and Creator of whole universe gave us determination, wisdom and Power. Allah gave us practical commands to help us to protect our existence on this project. All praises for him and we must be thankful for his blessing.

SPECIAL THANKS

To my teacher who guides we helped us in all steps during this project. They were helpful during classes as well as in outdoor enlighten our inner self though whom we have peeped into the depth of knowledge to pluck out pearls and jewels of knowledge to make research fruitful.

To our parents who provide us the facilities and environment which enhance me capabilities which led us to our success and we are able to fulfill our project with their prayers.

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Executive Summary

First of all we should completely Understand the market needs, requirements and target market and target audience considering demands of end users Because “We know that today’s everyone understand whether (children, young Boys and girls, men women of more than 12 years) what is truly important in their life and live their life on their own terms. When you feel good on the inside, it shows on the outside. Therefore we introduce a new product which is Beauty industry. Soap. We see the opportunity to grow our market share in the cosmetics

Not beauty soap

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MISSION STATEMENT

The following is the Mission statement of The creative Company Pakistan Limited.

We want the leading consumer product company in Pakistan, a multinational with

deep roots in the country.

We use our superior consumer understanding to produce breakthrough innovation in

brand and the channels

Through managing a responsive supply chain, we maximize value from suppliers to

customers

We attract and develop highly talented people who are excited, empowered and

committed to deliver double-digit growth.

Mission statement is too big

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BRAND NAME

Giving the value to beauty and freshness and hitting the heart of target market and audience, we have chosen one, a very smart, light, attractive and nice brand name which is “Dove Soap”. We are struggling hard to make fit this brand name to brain memory of our audience, our great ambition.PACKAGE DESIGN developing package design we have selected a very attractive, beauty full especially for ladies and brain fresh color for our product “Dove soap”.

Why we have used name Dove soap and `Black & White colour

Ans: We have selected a name of beauty soap which is very attractive and

brain fresh color for our product .The beauty soap name is “Dove soap”. We have tried our best to make our package distinctive as compared to other brands already exist in market due to its uniqueness and competitive strategy

in market. We have selected the very beautiful design of color ‘light pink’.We have adopted a competitive strategy to make our soap as functional as possible like removal of dirt, grime, dust and for skin care, freshness and beauty.

Did not describe proper reason why we choose this name & colour.

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Marketing Plan and Objectives Marketing Plan:

We should well know about the marketing environmental condition and following things.

Analyze marketing situation. Problems identification. Outlines marketing opportunities. Set objectives. Propose strategies for problem solution and meeting objectives.

Marketing Objectives:

Our marketing Objective is following as.

Our marketing objective is to capture 30 % market of Lahore within a six month through Maximum sales.

Highly important thing, above mentioned couple of objectives influence each other.

Marketing Opportunities:

No doubt there is a great potential in the market but it is also true that some soaps are available in market which provides natural way of freshness and beauty. Our product has the ability to add freshness and beauty in skin. You can trust on “Luff Beauty Soap”.

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Advertising Plan

Target Audience: Our target audience is especially young males. Brand Positioning: Brand positioning of Luff Beauty soap is “Handsome Care with Dove”.

Media Strategy: There are numerous options to choose from when you are deciding how to advertise. What are your tactics? What approach do you want to use? This will become your media strategy.

Medium Available:

Newspaper Direct Mail Brochures Coupons Handouts or Flyers Radio Magazines TV Outdoor, such as billboards Special promotions or packages Partnering with another tourism business or tourism area Internet Marketing

The medium we choose will depend on what our target audience will see and where they turn to for information, as well as our budget constraints. The

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educational series on creating and buying media details more about planning and buying media, but below can be some of media choices.

Television:Television is a powerful medium because it communicates with both sight and sound. Network television, the most costly purchase, can reach most of the homes in the Pakistan. Spot television, on the other hand, enables the advertiser to hand pick a specific audience in a specific area. By scheduling spots to air during certain times of the day or programs, you can reach your target market in a cost efficient means.

The major disadvantage of both spot and network television is cost. Because of high rates, many advertisers just have the length of their commercials 30 seconds. This practice, referred to as splitting: 30s, reduces costs but severely restricts the amount of information that can be conveyed.

Another problem with television is the likelihood of wasted coverage -- having people outside your product's target market see the advertisement. Cable TV is another area to consider, since ad rates are often less expensive than the prime time on major networks. You may not be reaching as many people, but you likely have less waste since you can pinpoint audiences very precisely.

Radio:There are many radio stations in the Pakistan. The major advantage of radio is that it is a segmented medium. There are all-talk stations, rock stations, jazz stations, news stations, etc. A media buy can be tailored to the profile of your audience. There is immediacy to radio (visit this weekend, attend this event) and greater flexibility to your buy. We should give our ad where our target audience is concentrating .in this way our message can easily reach to our audience.

The disadvantage of radio is that it has limited use for products that must be seen by the audience. Another problem, not unlike TV, is the ease with which

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consumers can tune out a commercial by simply switching the station. Peak radio listening time is during the drive times (6 to 10 am and 4 to 7 pm).

MagazineThe marketing advantage of this medium is the great number of special-interest publications that appeal to defined segments. For instance, if your target consists of avid runners, there is Runners World; for the outdoors and hiking enthusiasts -- Backpacker; for vacation planners -- Midwest Living and so on. In addition to the distinct audience profiles of magazines, good color production is an advantage that allows magazines to create strong advertising images.

While the cost of national magazines is a disadvantage, many publications publish regional and even metro editions, which reduce the cost and wasted coverage. In addition to cost, a limitation to magazines is their infrequency. Some magazines are only printed on a bi-monthly basis.

NewspaperNewspapers are an important local medium with excellent reach potential. Because of the daily publication of most papers, you can place an ad that requires immediate action -- this weekend only, special event Saturday, call this 800 number now.

The disadvantage of newspapers is that they are rarely saved by the purchaser, so companies are generally limited to ads that call for an immediate customer response. Also, companies cannot depend on newspapers for good color reproduction.

Direct MailDirect mail allows the greatest degree of audience selectivity. By selecting names from your own database of interested people and past visitors or buy purchasing a qualified list from a direct mail company, you can reach an audience who is already interested in your offering. This is an excellent reason to start your own

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database if you don’t already have one. Later in this booklet, we’ll discuss the benefits, as well as how to develop and work with a database.

Another advantage of direct mail is that you can provide complete information on your destination or attraction, compared with that in a newspaper ad or a 30-second radio spot.

One disadvantage of direct mail is rising postal costs. Another limitation is that people view direct mail as "junk," and the challenge is to get them to open a letter.

OutdoorThe most cost-effective advertising vehicle is outdoor billboards. The visibility of this medium is good reinforcement for products, and it is a flexible alternative. An advertiser can buy space in the desired geographical market. It can be as specific as a certain expressway location, or proximity to a store, for instance.

The disadvantage to billboards is that there is not an opportunity for a lengthy message. Also, the message is considered "fleeting" since the drive-by times are so often very fast. The message has to stand out so it won’t be forgotten once the billboard is passed.

TransitThis medium includes messages on the interior and exterior of buses, subway cars and taxis. There is a great deal of selectivity with this medium, allowing you to buy space by neighborhood or bus route.

One disadvantage of this medium is that the heavy travel times, when the audiences are the largest, are not conducive to reading advertising copy. As with billboards, concise break-through messages are critical.

InternetAdvertising on the Internet is the fastest-growing media vehicle. To date, there are over 56 million U.S. residents who are Internet users. This media vehicle has the advantage of active reader involvement and attention -- users have the capability of choosing different sites, and for that matter, viewing advertisements. Furthermore, the demographic profile of Internet users is desirable to advertisers -- 68 percent have household incomes of $50,000+ and 83 percent have a college education.

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There are some disadvantages to using this medium. With technology constantly changing, it is difficult to completely control the user experience over time. Secondly, the return on investment is sometimes difficult to measure. Lastly, not everyone is online.

SWOT ANALYSIS(The creative)

A SWOT analysis is conducted to gain information for market planning and assess ways to attain our objectives and overcome any obstacles. A brief summary of the results is shown in the following.

Strengths (The creative) Customization High-quality product Effective distribution system Strong budget

Weaknesses Weak market image Limited target market Not focused lower class We are new entrant therefore we have less public relations rather than

others. Weakness is to much

Opportunities New usage of product Great market potential Middles class is growing gradually

Threats Increasing number of substitutes High new product failure rate Political instability

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Weaknesses

Weak market image

Another major shortcoming of our business is that fresh soup currently has a weak market image. In the eyes of consumers, fresh soup is not a major competitor in the industry and is not a frequently purchased product. It is only the brand loyal customers that repeatedly purchase the product.

Limited target market

The last weakness is the constraint on the target market. Women primarily consume beauty soup, by marketing to just women; we are limiting ourselves of the potential number of buyers of our product. Another downfall is that we are limiting the regions to which we will sell the product in the first year.

Opportunities

New usage of the product:

The new beauty soap has the possibility to allow consumers to use the product in other ways besides just a beauty soup and its refreshing fragrance will keep the user fresh all day long.

Rapid growth in industry

Industry trends show an increasing growth in the soup industry. This growth demonstrates the change in consumers buying habits. Fresh beauty soap hopes to capture some of this growth with their care beauty soup.

Threats

High product failure rate

The introduction of new products into the market is not always successful. It has been found that 75% of all new products fail. Our new product extension may not be receptive and meet consumer’s needs as we had hoped. This demonstrates our desire and need for a strong commitment to the product and marketing plan.

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Advertising planning decisions We have passed our decisions on following advertising planning essentials”.

Setting out objectives Identify target audience Competitive advantage Establish brand image Brand personality Positioning of Product

Advertising objectives:

Our advertising campaign objective is to create brand awareness and build brand image in the mind of consumer.

Target Audience:

Our focused target audience is young females and age group: 15 to 35 years.

Product Features:

Ever fresh your skin 100% natural ingredients Make your skin soft, smooth and beautiful Protect your skin from seasonal effects Fight against the ultra violate rays of sun Refreshing fragrance keeps you fresh all day long

Competitive Advantage:15

Natural beauty soap with sun block to keep you fair & beautiful.

Positioning Strategy:

Our positioning Strategy of Luff Beauty soap is “Care with Luff”. We are struggling hard to make fit this brand name in the mind of consumer

Marketing Mix In order to achieve our set goals and objectives, we will use our product mix capabilities to the best of their potential. As described above in the objectives statement, promotion will be our most important asset, but our product, pricing, and place all have increasing significance in the attainment of our set objectives. Our marketing mix strategy is as follows:

Product

Product is what is perceived to be. Thus a product is more than something with physical characteristics. In a very narrow sense a product is set of tangible physical assembled in an identifiable form

In products there are so many other aspects which can not be neglected such as the

Style of serving the product to the customers The features of the product The most important is which is the product name Packaging Size Services availability.

Place

In order to keep a constant flow of distribution for our product we will use the distribution system of famous distributor. Our distributions systems currently will reaches all major retail chains in the Pakistan, as well as some convenience oriented stores and discount wholesalers. By creating these strong relationships with our distributor, company has ensured that our products are delivered in a timely manner with extreme attention paid to product quality.

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For the purpose of our study, we will limit the distribution of freeze to our one major city introductory focus area. Lahore is chosen based on our research and extensive segmentation analysis

Price

The product’s price varies from product to product. Here the firms have to

consider many factors for determining the price.

Selecting the price objective

Determining demand

Estimating costs.

Analyzing competitors costs,

Prices and offers.

Selecting a pricing method.

Selecting the final price.

Price is simply the cost plus profit of the firm. There are many competitors in the

market. So the firms have to consider about the competitive price while selecting

new price and schemes.

Whenever a new product is being launched then there are three main things, which have a lot of contribution in the progress of the product. These three things are:

Cost of the product Margin on the product and Competition.

Our pricing strategy was derived based on our cost (as a floor on pricing) and demand estimations. Our focus on price, however, was on the perceived value that customers placed on our product. After hours of working with our major retailers to establish an appropriate pricing strategy, we chose the psychological

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pricing strategy, 15 Rs of 80gram, 22 RS of 175gram..We also do a thing that is to attract distributer we keep our profit minimum but more for distributer.

Like cost 10 our profit is1 we give distributer 4Rs

Promotion

In order to foster awareness for our product, increase the knowledge of its benefits, and encourage purchase (and repeat purchase), we relied heavily on the most important element of the product mix – promotion.

The three areas of promotion that we chose to use include advertising, sales promotion, and public relations. The expenditures on promotion were increased from month one to six month then creased over the next six month.

Our major expenditure was in television and magazine advertising, which accounted for 57%. We believe that we can reach the largest portion of our target audience by focusing on television shows and magazines that women watch frequently and look to for guidance, including:

Star plus – Television for Women Geo Entertainment ARY TV PTV All major talk shows, such as loose talk, 50 minutes,etc HUM TV AAJ TV

At these demonstrations, grocery shoppers will have the opportunity to sample, and thus provide feedback to the trained professionals that our company provides to the stores free of charge.

DISTRIBUTION STRATEGIESWe will use the following multiple channel of distribution.

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Company Wholesaler Retailer Consumer

Company Distributor Retailer Consumer

COMPETITOR’S INTRODUCTION

WHAT THE UNILEVER IS?

Unilever is dedicated to meeting the everyday needs of people everywhere. Around the world Unilever foods and home & personal care brands are chosen by many millions of individual consumers every day. Earning their trust, anticipating their aspirations and meeting their daily needs are the tasks of Unilever local companies. They bring to the service of their consumers the best in brands and both Unilever’s international and local expertise.For more than 70 years Unilever has been providing consumers with quality products and services. Unilever has a portfolio of global, regional and local brands. Some, such as Dove, Hellmann’s, Lipton, Lux, Magnum, and Vaseline, are popular around the world. Others are the first choice for consumers in particular countries. As traditional structures and lifestyles around the world are being rapidly transformed, Unilever continues to respond to consumers’ present needs and, at the same time, to anticipate their future ones. Our strength lies in the deep understanding we have of local culture and markets. Unilever’s strategy is to focus research and development and marketing on our top performing brands, that is, those that are most in demand from consumers. Through our extensive knowledge of trends identified today, we will continue to develop our brands to meet the needs of our consumers tomorrow. , feel and smell great.Unilever products are at home everywhere: favorites with consumers throughout the world, from the emerging markets of Asia and Latin America to the developed economies of Western Europe and North America.

Unilever meets the needs of consumers around the world, in both new and established markets. Consumers vary from country to country in their preferences and habits and Unilever adapt many of its brands to suit local tastes. For example, among Unilever’s many teas, it produces around 20 separate brands of black tea specifically tailored for consumption in over 20 different countries and Unilever is constantly sharpening the flavors to suit all its local markets. In some societies, consumers have traditionally washed up by sponging ash, sand or detergent onto their dishes, before rinsing. Learning

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from these established practices, Unilever developed Vim dish wash bar, to bring improved cleaning to existing washing routines. Shopping habits also vary and the availability of Unilever’s brands is a key concern of local managers. Unilever adapt the distribution of its brands to suit local realities. In Europe, customers benefit from swifter, easier dispatch through online ordering of frozen foods. While, in Tanzania, Unilever has piloted bicycle delivery of products to villages inaccessible to motor transport. Building on a presence that in places stretches back nearly a century, it keeps closely in tune with local consumers. Unilever is, in every sense, a multi-local multinational.

UNILEVER PAKISTAN LIMITED Unilever Pakistan Limited is largest fast moving consumer Products

Company in Pakistan. Unilever Pakistan Limited is a part of Unilever- a global

company. Unilever Pakistan Limited is producing more than 50 brands in Pakistan.

Soap category: Lux toilet soap (4 varieties)

Lifebuoy (carbolic soap)

Lifebuoy Gold (2 varieties)

Rexona (3 varieties)

Breeze

PRICING OBJECTIVES

Pricing is based on the following objectives

Unilever prices its product to achieve a certain percentage of return

on its investment. The base of pricing is the time consumed in the

production process and target revenue per day.

Sales Oriented GoalsUnilever sets its prices in such a way to increase the volume of

sales.

Unilever usually has the policy of setting high prices since it is a

leader in food market. They have fixed prices products due to the

reliability of consumers towards price. Prices are decided keeping 20

in view the prices of other products of same size, category and

types.

PROMOTIONAL PRICING.Company use different pricing techniques to stimulate early purchase.

SPECIAL EVENT PRICING It is given to increase sales, like in the month of Ramzan.

LOW INTEREST FINANCING

Instead of cutting its price, the company offer customer low interest financing.

PRICES OF SOME PRODUCTS OF UNILEVER PAKISTAN LIMITED

COMPANY LOGO AND LABELING.

Company logo type is one of the major products. But not on products with the

small levels where the space is needed to present both information required by

the government and other information they believe is helpful to the consumer.

Company name or the logo type is usually shown in most prints add in

magazines and newspapers.

LABELING:Unilever is using two types of labels:

Brand label

Descriptive labelPricing Comparison

Brand name 80gm 150gm

Luff beauty soap 15/- 25/-

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Lux beauty soap 17/- 26/-

Capri beauty soap 15 24/-

Launching Plan

We will hard launch in market on 01/01/2009 Tuesday at 9:00 0’ clock In the morning and this plan has passed on to access able medias as Newspaper, Direct Mail , Brochures Coupons , Handouts or Flyers , Radio , Magazines , TV , Outdoor, such as billboards.

The Advertising Budget For the advertising purpose, we have fixed RS. 4,00,000,00 for six month. The main aim of our advertising campaign is to create awareness in the mind of people about our product features, increase in sales and earn more profit. For introducing our product in a better way, we select different media.

Hoarding:

Skin printing rate 26’ square feet (26x20x60) Rs.31200*20

Size: 20 X 60

Rate: 1350000

Bus Shelter:

Rent: 720,000

Skin printing Rate 26’ square feet (26x15x3) Rs.1170

Daily news:

Size: 7x5 inch

Rate: 650,000 every Sunday for 6 months (6month = 26*650000= 1690000)

Ad: colorful22

Jang (Sunday magazine):

Size: 27*4 = 108*500=54000

Color = + 150% = 81000 (110000) (6months= 26*110000= 2860000)

Cable Ads:

World call cable Network 2, 25,000 for 6 months (6months = 2*2, 25000= 4, 50,000)

MAX Cable Network 1, 80,000 for 6 months (6months = 2*1, 80,000 = 3, 60,000)

Poster

Size 15*20 inch

Cost: 5 rupees

Qty 500,000

For 6months

Hoarding 2700000Bus shelter 720000Poster 2500000Press Ad (Daily news) 16900000Press Ad (Sunday magazine) 2860000Ary tv. 30sec 3300000Aaj tv 30sec 2500000Geo tv 30sec 6000000Cable Network:World call 450000Max 360000FM Radio 930000Misc.exp. 780,000

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Total: 4,00,00,000

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