Allay Final Marketing Report

8/12/2019 Allay Final Marketing Report

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ALLAY

Have NO Fear, When ALLAY is Here !

Submitted to:Maam Saba Pervez

Submitted By:Ramsha Imran 10-4706assan !yaz Rao 10-4"""Rehman #ari$ 10-4"""!%i Raza &han 10-4"""

'sman (asir 10-4"""!bdu% adi 10-4"""

)ate: 17*1+*+011

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Executive Summary

ALLAY will develop all those products which will provide ease to

mothers and babies. Product mix contains baby shampoos, baby soaps, baby

oils, baby lotions and baby powders.

As we are launching a new product, so the first step towards the launch was

to generate an idea and screening. Hence, we come up with the idea that wewill produce a tear ,ree baby shamoo. After analyzing the market of tear

free shampoo and the demand of target market, we find that a disease

naming ./rad%e /ais very common among the new born and no tear

free shampoo is providing cure for this. So we come up with the idea of a

tear free baby shampoo which will provide a cure for Cradle Cap

n marketing strategy development we discussed the market segmentation,

target market and market positioning. n marketing mix we discussed the

four Ps that product, price, place and promotion.

!e have also done the competitors analysis and also S!"# analysis of our

product.

A$$A% baby shampoo is the first product of A$$A% company. And its

line extension is flavors of our shampoo which are Strawberry, $emon, and

&int.

Business Overview

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IDEA GENERATION:

#he main idea for this product was to develop something for kids andmothers. So we came up with tear and tangle free baby shampoo especially

with the cure of a very common disease called cradle cap which is

yellowish, greasy, scaly rash. !e have also been a victim of this problem so

this product is 'uite close to us.

THE BABY-CARE PRODUCT MARKET:

(or the purposes of the current investigation, consumer perceptions and

buying behavior within the baby)care product category were examined. #hiscategory may offer limited potential for brand development because it not

only offers the perceived risk but it is also dominated by a few

manufacturers* notably +ohnson +ohnson, Proctor -amble and

imberley /larke. Although the growth of own brands within the general

health and beauty business has been rapid.

STP AnaysisMARKET SEGMENTATION:

A$$A% 0A0% SHA&P"" have selected market segment of mothers of 1

year old kids. t will be tear free baby shampoo with treatment of cradle cap.

#his segmentation is done on the basis of hybrid segmentation in which two

things which dominated are age from demographics and convenience from

benefit segment.

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TARGET MARKET:

#he target market of the A$$A% 0A0% SHA&P"" is for kids.

MARKET POSITIONING:

A$$A% is a symbol of easiness and convenience. !e will position it in

selective product category. t will be available at every big retail outlet of

the city. #he reason is to get maximum sales by approaching our consumers

efficiently and not intensively.

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Branin"#his is of the type one)brand one product. n the product branding strategythe brand is promoted exclusively so that it ac'uires its own identity and

image. !e made an effort to use all branding elements in order to grab a

prestigious image in the minds of our consumers, these are as under*

Brand Name:

ALLAY

Logo:

Brand prom!e:

#We $are %ust &'r y'ur (a(y)*

Tag Lne:

#Have n' Tear, When ALLAY is here !*

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Pr'uctALLAY BABY SHAMPOOis a shopping product.

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LE"ELS O# THE PRODUCTS:

#he three levels are*

1- /ore Produt:

A$$A% is designed to provide ease to mothers. !hen the mother will

buy our product, she would be buying tear free and en2oyable 0ath for

her kid.

+2 !tua% rodut:

a3 ua%ity:

t has a consistent 'uality that it will protect the kids from the skull virus

3cradle cap4.

b3 5eatures:

/ure ,or /rad%e a :

#here is a new and uni'ue feature i.e. the cure for cradle cap

introduced 5st time in any baby shampoo in Pakistan giving a

competitive edge to A$$A%.

#ear ,ree:

t has a tear free ingredient so the babies are not irritated while

bathing.

#an%e ,ree:

t makes the hair silky easy to comb.

Re,reshin 5%avors and Soothin o%ors :

t is in three refreshing flavors and colors6

i2 Mint 8reen3

ii2 Stra9berry ha% vio%et 3

iii2 ;emon


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yoa%%ereni:7ewborn babies and kids have very sensitive skin therefore,

7o toxic substance is used in it and it will not cause allergy.

Produt )esin and Sty%e:

#he bottle of A$$A% 0A0% SHA&P"" is colorful to

attract kids. t8s a transparent bottle reflecting the color of the

shampoo inside. #he bottle has a press)out opening for the

shampoo making it easy to handle and use.

=3 !umented Produt:

#he web site 9www.allaybee.com8 will provide information about the

/ompany and the 0rand also free bathing gift will be provided with

shampoo so the kids en2oy their bath.

Price

#he prices of A$$A% 0A0% SHA&P"" competitors are*

+ohnson8s and +ohnson8s :;


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"terna%:its price is set by keeping an eye on its competitors8 prices and

offers.

Pr$ng Approa$':

#he pricing approach is /ometition Based. #he price of its ma2or

competitor ++ #ear (ree Shampoo is >s.5?< and as A$$A% 0A0%

SHA&P"" is offering more benefits then its price is set a bit high i.e. >s.

5B1.

?a%ue Proosition ,or Positionin:A$$A% has used .More ,or Morevalue proposition to position its 0aby

shampoo as it is offering more benefits at higher price than its competitors.

Pace

As far as the placement is concerned, we are going to launch our product on

very selective and famous because our product is a shopping product. !e

are going to launch A$$A% 0A0% SHA&P"" in the following ma2or

cities*

slamabad

arachi

$ahore

Cuetta

&ultan

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RETALING CHANNELS:

#hrough research we came to know that all respondents preferred to shopfor baby toiletries in a chemist that sold a range of brands rather than a

supermarket because of the staff knowledge and assistance. #hat is why we

also included chemist in our retailer list.

Pr'm'ti'nOppor%(n%)

ncreasing rate of cradle cap disease in children driving attention ofmothers towards it. #he combination of tear free and cure for cradle

cap shampoo for children is readily admired by people.

O*+e$%,e!

!e will promote our contentment feature which we have achieved by

combing tearfreeness and treatment for cradle cap,

See$%on o& me!!age

We came up with the following taglines

Where comfort there comes comes allay

Allay, nourishing your babys hair

Bathing is fun now

The more u shampoo the more you needALLAY.

NICHE:

"ur niche is newly born babies and the babies ranging from age 5)1.t is

better to be a niche rather than a mass marketer. "ur product will be a

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challenger because what we are going to offer is not available in market i.e.

#reatment of disease 3cradle cap4.

#INANCE:

A$$A% is a company owned by B partners who will invest the capital.

&oreover, the loan will be arranged from the HA00 0A7.

LAND AND E.UIPMENT:

!e are planning to set up our factory in 0A>A AHD, a place nearslamabad.

!e will import the e'uipment from abroad.

#he chemicals needed for manufacturing will be purchased from /

Pakistan.

TEST MARKETING:

t had been tested by distributing sachets to -ynecologists and

Eermatologists.

COMMERCIALI/ATION:

Advertisements through television, newspapers and magazines, Posters and

pamphlets distribution, launching a website* www.allaybee.com

Ad,er%!ng o*+e$%,e:

n our advertisements we are trying to tell the audience that our product is

very useful for the new born especially as it can prevent their eyes from the

effect of harmful chemicals and it has a cure for the treatment of cradle cap.

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!dvertisin stratey: Advertising message

Advertising media.

!dvertisin messae*

ave no tear when ALLAY is here

!dvertisin media: #elevision.

7ewspaper

&agazines

nternet

0roachers and pamphlets

TELEVISION

#he channels that we have chosen for our ads are*

HD& #F

P#F !">$E

A>% E-#A$

-" #F

NEWS P!PE"S

#he news papers that we have chosen to advertise our product includes*

#he 7ews

#he Eawn

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#!$!%INES

#he magazines that we have chosen are SH

#he &A-

INTE"NET

A$$A% have also decided to launch its website naming*

www.allaybee.com

WO"& O' #O(T)A$$A% 0A0% SHA&P"" can be communicated through social

networks like &yspace, (acebook and twitter.

$'m+etiti'rAnaysis!"#$!#$ A#% !"#$!#$&

t is the ma2or competitor of A$$A% 0A0% SHA&P"" in the market.

t is avai%ab%ein most of the shopping stores in the country.#he promotion of +ohnson8s and +ohnson8s is very limited and its

advertisements are launched only in foreign channels.

$'A()&

Shampoo G conditioner for babies.

*+%$ !#)&

#angle free and tear free shampoo.

t is available in selected stores.

SWOTAnaysisSTRENGTHS:

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http://www.allaybee.com/http://www.allaybee.com/


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01 M(%pe #ea%(re!

A$$A% 0A0% SHA&P"" provides all the features offered by itscompetitors in one bottle.

7o)tears formula

#reatment for cradle cap

#angle free

Alcohol)free

Hypoallergenic

7ontoxic

Eeveloped in con2unction with pediatricians and

dermatologists

&ade according to strict pharmaceutical standards

+2 5%avors

A$$A% 0A0% SHA&P"" is available in three natural flavors and

fragrances

=2 )esin and Sty%e

t8s easy to grab the bottle. #he bottle has a press)out opening, is

colorful transparent to attract kids.

@A!&(ASSAS:

01 D!%r*(%on:

#he main weakness is distribution as we are planning to launch it

only in ma2or cities.

PPR#'(I#IAS:

12 ;ine A"tension:

A$$A% can extend its line by introducing new flavors like grapes,

vanilla and pineapple.

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+2 Brand A"tension:A$$A% can extend its brand by introducing its soaps, lotions,

powders and oils.

=2 )istribution:

t can expand its distribution in future throughout the country in

accordance with demand.

#RA!#S:

#he market of baby shampoo is very competitive. &any local and

international brands are available on the shopping stores throughout

the country.

$'ncusi'n

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A$$A% is a name given to the brand which cares for the babies.

Allay will develop all those products which will provide ease tomothers and babies.

!e came up with the idea that we will produce a tear ,ree baby

shamoo. After analyzing the market of tear free shampoo and the

demand of target market, we found that a disease naming ./rad%e

/ais very common among the new born, and no tear free shampoo

is providing cure for this diseases so we are producing a tear free

baby shampoo which will provide a cure for Cradle Cap-

A$$A% baby shampoo is the first product of A$$A% company andalso the first one of its type in Pakistan. "ur focus is only on the

nourishment of kid8s hair and the ease of mothers. !e believe to see

A$$A% as a leading brand so that when mommies will think of

giving their kids a cuddly bubbly bath they will tell their babies that

have no tear, when Allay is here.

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Allay Final Marketing Report

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