Bioamla Project (Final)

5/18/2018 Bioamla Project (Final)

1/27

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. hrough 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.

1


2/27

Company Introduction

Forvil Cosmetics

!orvil "osmetics, Pakistan#s leading $anufacturer % &xporter of 'erbal "osmetics

products. hey have a vast % ever evolving ( portfolio comprised on various 'air and )kin

"are Products, based on their uni*ue 'erbal formulations. With an exposure % experience of

+ grand years in the industry, !orvil "osmetics is a name synonymous with -uality % rust

amongst its millions of consumers all around the world.

hey are having markets in Pakistan with over + distributor/s nationwide covering

more than 0, retail outlet. hey constantly strive to be a leader in the areas of *uality

and strongly believe that *uality in their products and services must be a priority in order for

them to deliver value and satisfaction to their customers.

!rom a humble beginning in 012, forvil cosmetics have now grown to an

international level with over 3 years of experience. Presently manufacturing and exporting

more than 4 well established brands to Afghanistan, "hina, somalia, $auritius and 5A&.

As per their expansion plans they are now focusing on emerging markets to explore

the opportunity to expand their operations. hey believe in not only assuring their partnersthe *uality products % services, but also ensure to help their partners in achieving success in

various manners.

!orvil cosmetics is leading6speciali7ed manufacturer and distributing company of

8atural6herbal )kin and 'air care products in all over Pakistan in the brand name B9:;

A$=$P?. 9): ;030@3 and 9): 10@

to ensure the *uality of the products together with the great marketing teams formed by

their distributors are reasons for their continued success. !:9< ":)$&9")

>B9:A$


3/27

9n year , !orvil opted to move into 9nternational $arket. !or that matter, it

established its 9nternational $arketing Division to proudly represent the company across the

globe. )o far, this effort has been translated into exports of its products into more than 0

countries including Bangladesh, 5nited Arab &mirates, -atar, Euwait, )audi Arabia,

$auritius, )outh Africa, Eenya, 8etherlands % 5E.

At !orvil, they fulfill their social commitments through supporting various 8=:>s?

working in 'ealth, &ducation )ectors % )ocial "auses. 9t also operates a 8on;Profit

:rgani7ation E'5)'&D B9B9 !:58DA9:8 that operates a chain of free hospitals %

dispensaries for the poor % deprived.

Values

9nnovation

eliability


4/27

Product Range

!orvil cosmetics are providing wide range of products. hey are providing productsof

hair care, skin care and personal care.

i. Hair care

Bio Amla hair oil

Bio Amla hair tonic >make hair healthy and control dandruff?

Bio Amla shampoo

Bio 5nika 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

ii. Skin care

Bio nikhaar fairness cream

Bio nikhaar cold cream

Bio nikhaarubtan cream

Bio plus vanishing cream

Bio honey lotion

Bio F day beauty plan cream

iii. Personal Care

Bio )elect 'air emoval


5/27

Product Introduction

!rom the wide range of products offered by !orvil 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.

his product had only three variants, its target market was limited and product *uality

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 *uality.

Introduction of io Amla

Bio Amla )hampoo is the flagship brand of !orvil "osmetics, launched back in 01G. 9t

has been the most favourite % trusted 'erbal )hampoo of Pakistan through generations

having a legacy of millions of satisfied consumers, which are still growing. his herbal

shampoo is enriched with all the goodness of Amla% various herbal extracts including )hika

Eai, 8agar $ota, Brahmi >hyme )piked ( =inger

after 4 to 2 months use?, thicker longer, lustrous and healthy.Bio Amla 'air )hampoo

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. hey are efficient % colour safe. his shampoo cleans and conditions

dry, dull and lifeless hair and protects them from hot sun, thus making your hair soft, lustrous

and manageable. his shampoo contains extracts of 3 natural herbs% wild flowers. 9t is,

therefore, safe for all types of hair.

5


6/27

!ission

S"#$ A%A&'SIS

Strengt(s

8atural herbs

8o side;effects

rusted brand in herbal category

"eakness

:nly in rural areas

=ender specification Poor marketing campaign

8o % D department

#pportunities

People are becoming more style oriented

"hanging customers/ demands

=rowing population

9ncrease in awareness

9ncrease in rate of urbani7ation =rowing global market

6

Bio;amla/s mission is to be the leader of this category by

providing best product to the customer and being the best

means providing outstanding *uality and customer satisfaction

and value. And to provide their customer a powerful and

confident personality so that they may shine.


7/27

Demand for natural products

Demand for natural cosmetics

Beauty product markets

$(reats

9ntense competition


8/27

the customer began to shift towards the other brands. $arket is so dynamic and company/s

need to change them according to the environment.

v. &ess Product Range

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

one product without making innovations in the product. hey did not introduce separate

shampoo for men and female. hey are not making change according to the changing

environment.

$arget !arket

Previous

he target market of this product was only females of rural areas.

%ew

he main target market of Bio will be females between the ages group 02;3

belonging to the lower and middle income classes. he products willfulfil the needs of rural

and urban areas.

Competitors

here are number of brands in the market who are offering hair solutions and various

shampoos for various types of hairs. he shampoos brands in Pakistan are local and

multinational competitors operating in Pakistan are as follow@

=arnier

)unsilk >5nilever?

"lear >5nilever?

5nilever?

Dove >5nilever?

'ead % shoulder

'erbal &ssence >P%=?

Panteen >P % =?

8


9/27

Area for Improvements

rand Am+assador

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.

"oming to the !$"= and specially shampoo industryC 'ead % )houlder uses the face of

)hahidAffradi and enjoyed a sales increase of ++H. !or bio amla we recommend to use a

renowned face like IAyesha EhanJ or I)yraKousufJ as these are faces of today and represent

youth.

"ost of brand ambassador@ F to G million

"ontract@

We will sign a contract of 0 year. he contract will include

0 minute add shot

'er face will be used on every marketing campaign

)he will attend 3 to 2 events of BioAmla

)he will not sign with any other brand

By this we are expecting a sales increase of 4H to 4+H but in long run it is going to help us

in brand recognition and positioning.

9


10/27

Product ,evelopment

-Hair Solutions

8ow days, no one see the Bio Amlashampoos in the retail stores. hey are flop in the

market and not getting the share. !or this they have to make improvements in many areas to

get the higher market share. hey have to make improvements in the product *uality and

product range. hey have to change themselves according to the changing customers/

demands and re*uirements. hey have to make attractive promotional campaigns to attract

more customers and create awareness among the customers. he improvements in Bio Amla

are explained as@

io AmlaS(ampoo -Re/launc(

Bio Amla is not fulfilling the customers need due to the very sticky texture. 9ts *uality

is not good. According to customers bio amla is not fulfilling their needs due to sticky

texture, not good *uality, and they did not see in any retail store.hey are not providing

various shampoos for various types of hairs. hey did not understand the market need.

We are introducing new bio amla to fulfil the customer/s re*uirements in changing

environment. he new Bio Amla is introduced with improved *uality and smooth texture. 9tfights dry 'air, conditions them and makes them look silky % shiny. 9t also nourishes the

scalp and provides extra protection to it from the harmful environmental effects. 9t contains

natural herbs extract, Amla, athey and Aloe era. 9t gives lustre and strength to the hairs.

8ew Bio;Anti Dandruff )hampoo is an excellent combination of modern scientific

research with traditional herbal products like $ustard % ea ree :il. 9ts active herbal

ingredients penetrate deep into the scalp to protect it from Dandruff % strengthen 'air from

root to the tip. 8ew Bio Anti Dandruff is completely safe for hair. 9t fights against dandruff,

helps preventing its recurrence and at the same time, provides natural nourishment to hair. 9ts

regular use gives you Dandruff ( !ree 'air, full of itality, 'ealth % )hine.

8ew 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. )hampoos 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


11/27

a. Bio )hampoo for Dry 'airs

b. Bio )hampoo for 8atural 'airs

c. Bio )hampoo for Daily Wash

d. Bio )hampoo for )ilky and )traight

e. Bio shampoo for 'air !all

f. Bio Anti;Dandruff )hampoo

enefits

By using this shampoo our customers will get the following benefits@

Provides &xtra Protection to 'air % lustre

$akes 'air 'ealthy, )hiny % )tronger

!ulfils the deficiency of Proteins

"ompletely )afe for all 'air ypes

Protects 'air against Dandruff

)oothes % Protects the )calp

Protects 'air from 5 rays and prevents greying

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

following manner.

enefits of various s(ampoo variants

,ry Hairs

9t contains amla, rathey and almond oil that give lustre your

hairs

%atural Hairs'elp in balancing the hair and to give shine and healthy look to

hairs

,aily "as('elps to protect your hairs from polluted environment

Silky and Straig(t9t contains the special herbs extract and aloe era which makes

hair silky and straight

Hair Fall =uaranteed solution for hair fall

Anti/,andruff emove scalp and dandruff from hairs

!arket S(are

"urrent market share of Bio Amla and its competitor is as@

11


12/27

31%

26%

11%

14%

18%

Chart Title

P & G

Unilever

Bio Amla

Garnier

Others

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. ural 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 *uality. he consumption of shampoo increase in rural and urban

areas andpopulation also increases.

*allup Pakistan -Researc(

According to the research of *allup PakistanF0Hpopulation of Pakistan use

shampoo for their hair care.)hampoo 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.

he market for haircare in Pakistan increased at a compound annual growth rate of

0.2H between 2 and 0.


13/27

8ew Bio Amla variants usage

Population of Pakistan 01 million

)hampoo consumers in Pakistan F0H 043 million8on; )hampoo users in Pakistan 1H ++ million

ural areas consumption 0GH

5rban areas consumption G+H

Assumption

8ew customers million

:ne person shampoo consumption per day + ml

otal per day consumption >,L+? M 0, litres

otal per year consumption 42.+ million litres

13


14/27

io anti dandruff

Anti;Dandruff )hampoo 5sersPeople with dandruff problem F million

Anti;Dandruff shampoo users 0G million

$ale 0.33 million >+GH?

!emale F.+2 million >3H?

:ne person shampoo consumption per day +ml

Assumptions

8ew customers 0 million

otal per day consumption >0,L+? M + litres

otal per year consumption 0G.+ millionlitres

io for !en

oday the shopping trends of customers are changing and they are very specific in

selecting their personal care products. !or getting more market share and customer/s share of

wallet we are introducing separate IBio shampoo and conditionerJ for the men. $en usually

prefer to shampoos which address their problems hair fall and fi77y 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


15/27

Bio conditioner for men

his )hampoo and conditioner has specific herbs which complement the hair of men.

$en 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. 9ts active herbal ingredients penetrate deep into the

skin and fight against the fi77y hair and hair fall.

enefits

By using this shampoo and conditioner our customer will get the following benefits@

)pecial herbs for men hair that prevent fi77iness

9t gives a healthy look to the hair

9t makes the hair smooth 9t also makes the hair easily manageable

15


16/27

-P#, io Amla point of ,ifference

Points of Difference >P:D? 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. io Colour Revival Solution

8ow a day, the youngsters are facing the problem of white hairs in young age. !or that

Bio is introducing the new innovative solution. 9t will help the youngsters to get their white

hairs into the natural hair colour. Dull and white hairs need a rich black shine. 8ew bio colour

revival with herbs extracted from plants serves this purpose very effectively. 9t helps in the

growth and retention of the natural colour of hair, giving its rich shine and strength. 'air

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 era

and herbs extract. 9t will help in addressing the hair colour issues of Pakistani youth

consumers with in just 4 months. Due to brakeage, splits and white colour of hairs it caused

hair fall. he hair colour solution with the name of IBio hair colour revivalJ that combines oil

benefits and herbs extracts that help to nourish hairs.

enefits

By using this complete solution our customer will get the following benefits@

'elps getting the natural hair colour

'erbs extract reduce the hair damage

Protects 'air from 5 rays and prevents greying again

%0!1RI%* $AR*1$ !AR21$

16


17/27

Population of Pakistan 01million

)hampoo consumers in Pakistan F0H 043 million

Hfrom teenage to 4 years 4Hof F0H 3million

H of females having white hair problem +H potential

consumers

+ million

4H are not conscious of problems of potential consumers 0.+million

otal target market 4.+million

"ompetitors share 1H consumers 4.0+million

Bio amla customers .+million

345 +uys every mont( e6pected sales 7898884m

SA&1S 1:P1C$1,

'1AR SA&1S 1:P1C$1,

0 .G3million

0. million NH

4 0.millionNH

io Age Revival


18/27

complete herbal formula is used in developing this product. his solution will be having the

following@

Bio Age evival )hampoo

his shampoo for old women will contain special herbs that prevent their hair from

damage. he combination of Amla, Aloe era, almond glycerides and herbal extracts make

this shampoo good for old age women.

enefits

By using this shampoo our old age women will get the following benefits@

!ulfils the deficiency of Proteins "onditions 'air from Deep Within

$akes 'air )oft, )ilky % adiant

Provides &xtra Protection from Damage

18


19/27

$AR*1$ !AR21$

:ur target market is all those prone to, Baldness, Dandruff, )plit hair, Dry hair6


20/27

=rowing population

9ncrease in awareness

9ncrease in rate of urbani7ation

Demand for natural hair products increasing

"urrent shampoo consumption is F0H that can be further broadened with the

increase in demand.

"ustomer base is increasing due to effective promotional effectiveness.

Restraining Forces

9ntense competition

"ompetitor has strong promotional activities

9mported brands are also available in market Bio amla shampoo considered for poor people

'igh rate of inflation

20


21/27

Hair $est campaign

!or brand recognition and generating a word of mouth by reaching to the customer we will

launch a hair test campaign. his campaign will be designed in a way that we will be putting

bioamla branded cabins in different malls and institutions. here will be a separate cabin for

male % female.

he person will go into the cabinC our representative will test his6her skin O hair using a

special scanner and software and suggest him6her a suitable product of bioamla. !or a start a

sample of that product will be giving to the prospect.

Cost

&*uipment s. F, L 4 0,

)upervisor + L 4 F+,

Attendant 0G L 0 02,

'elper 0 L 4 42,

!ree )ampling +, +,

otal 0,4F,

Benefits@

9t will generate a positive word of mouth

)how the care for customer

Will attract new customers

=ive a change for face to face nitration with customer and giving them knowledge of

every product of bioamla

Packaging

21


22/27

he current packaging of Bio Amla is not attractive. hat is complete plastic bottle with

black colour. he packaging does not attract the customers towards the product. hey are not

changing them according to the changing environment.

!or making the Bio Amla attractive, we have changed its packaging. he packaging

makes the brand look expert and modern.We have changed its bottling shape and colour

combination according to the environment. he new bottling cost less to company as

compared to previous bottle. 9t is having less *uantity 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 si7es

We are coming up with new bottling style to attract new customer and give a re;launching

essence. 9t cost very less to the company@

046+ ml Bottle @ s.046Bottle

F ml )achet @ s..+6)achet

+ ml )achet>refill?@ s.36)achet

+ml Premium Bottle @s0G6Bottle

22


23/27

P9"98=

+ml

"ost6Bottle s 00Profit H 04

Advertisement % Administration &xp. 4H 0F0

Distributors $argin 0H 012

Whole sale $argin +H +

etailers $argin 0H +

evenue N s.+6; L G3,6; M 0G1m

eturn N s. 6; L G3,6; M 0G.3Gm annuallyeturn Ns.6LG3,6;;M0.+3million6monthly

evenue N s.+6; L .36; M +3m

eturn N s. 6; L .36; M +.Gm annually

eturn Ns.6L.36;;M 3.3million6monthly

23
mailto:[email protected]/*840,000/--mailto:[email protected]/*840,000/--mailto:[email protected]/*840,000/--mailto:[email protected]/*840,000/--mailto:[email protected]/*840,000/--mailto:[email protected]/*840,000/--


24/27

Proposed tag lines


25/27

PR#!#$I#%

he advertisement of Bio Amla follows the smile approach that is@

) ( )imple

$ ($emorable

9 ; 9nteresting with relative information

< (


26/27

Pus( Strategy

!or this purpose we will use push strategy in this we will convince the retailer to

sell our product

$rade promotion

!or the above stated purpose we will use the trade promotion

And our trade promotion will be done by following methods

3. $rade allowance

We will offer special discount if the retailer will sell the particular percentage of

product.


27/27

Billboards

8ewspapers

9nternet

)ome advertisement will be done with the help of the steamers.

By using the neon sign.

27

Bioamla Project (Final)

Documents

Transcript of Bioamla Project (Final)