Bioamla Project (Final)
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Transcript of Bioamla Project (Final)
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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.
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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$
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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
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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
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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 $ota, Brahmi >hyme )piked ( =inger
after 4 to 2 months use?, thicker longer, lustrous and healthy.Bio Amla 'air )hampoo
can be used by both men and women and has no known systemic side effects.
All the ingredients in Bio hair care shampoo are scientifically designed to work together
for maxi mum benefits. hey are efficient % colour safe. his shampoo cleans and conditions
dry, dull and lifeless hair and protects them from hot sun, thus making your hair soft, lustrous
and manageable. his shampoo contains extracts of 3 natural herbs% wild flowers. 9t is,
therefore, safe for all types of hair.
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!ission
S"#$ 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
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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.
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Demand for natural products
Demand for natural cosmetics
Beauty product markets
$(reats
9ntense competition
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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.
$arget !arket
Previous
he target market of this product was only females of rural areas.
%ew
he main target market of Bio will be females between the ages group 02;3
belonging to the lower and middle income classes. he products willfulfil the needs of rural
and urban areas.
Competitors
here are number of brands in the market who are offering hair solutions and various
shampoos for various types of hairs. he shampoos brands in Pakistan are local and
multinational competitors operating in Pakistan are as follow@
=arnier
)unsilk >5nilever?
"lear >5nilever?
5nilever?
Dove >5nilever?
'ead % shoulder
'erbal &ssence >P%=?
Panteen >P % =?
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Area for Improvements
rand Am+assador
Pakistani people get really impressed if they see any celebrity using any product or
doing something. A good brand ambassador have a very positive impact on the minds of
customers and ultimately on the sales of a product.
"oming to the !$"= 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.
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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@
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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@
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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.
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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
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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
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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
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-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$
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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
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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
$akes 'air )oft, )ilky % adiant
Provides &xtra Protection from Damage
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$AR*1$ !AR21$
:ur target market is all those prone to, Baldness, Dandruff, )plit hair, Dry hair6
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=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
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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
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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
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P9"98=
+ml
"ost6Bottle s 00Profit H 04
Advertisement % Administration &xp. 4H 0F0
Distributors $argin 0H 012
Whole sale $argin +H +
etailers $argin 0H +
evenue N s.+6; L G3,6; M 0G1m
eturn N s. 6; L G3,6; M 0G.3Gm annuallyeturn Ns.6LG3,6;;M0.+3million6monthly
evenue N s.+6; L .36; M +3m
eturn N s. 6; L .36; M +.Gm annually
eturn Ns.6L.36;;M 3.3million6monthly
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mailto:[email protected]/*840,000/--mailto:[email protected]/*840,000/--mailto:[email protected]/*840,000/--mailto:[email protected]/*840,000/--mailto:[email protected]/*840,000/--mailto:[email protected]/*840,000/-- -
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Proposed tag lines
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PR#!#$I#%
he advertisement of Bio Amla follows the smile approach that is@
) ( )imple
$ ($emorable
9 ; 9nteresting with relative information
< (
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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.
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Billboards
8ewspapers
9nternet
)ome advertisement will be done with the help of the steamers.
By using the neon sign.
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