HASHMI SURMAPresented by:Shiza Nasim (14466)Emman Humayun (14269)Lalain Shah (15584)Babar Khan (16577)Abbas Khozema (13210)

COMPANY BACKGROUND

• Established by Hakim Mohammad Hashim in 1794 at Bareilly, India

• Deals in products related to eye care, health care and personal care

• A national organization with more than 200 years of heritage in the field of eye care therapies and expertise

• Strives to take an active part in communicating a global environmental and social health concerns through rational activities and in mutual cooperation with the International Community engaged in Herbal Medicine business

• The history of Hashmi is about daring and dedicated people who find themselves satisfied by serving humanity with love made visible by effective action

• Cosmetics industry size exceeds Rs. 150 billion• Industry growing at an average rate of 15% annually• Global brands take the lead in new product developments• Local brands are focused on lower-class consumers • High level of competition from international brands (MAC, Maybelline,

Loreal, Revlon)• No support to the industry by government

INDUSTRY ANALYSIS

Hashmi Surma is available in two variants:

1. Gel like kohl form: Available for a smooth application and a mess free environment

2. Conventional powder form: Although it requires a sleek application , the powder variant is more closer to natural product offering as claimed by the company

PRODUCT REVIEW

CHANNEL AND LOGISTICS

Super markets Retail shops Beauty stores Medical stores General stores

PRODUCT REVIEW

Product Attributes Product Quality Product Style and Design Branding Packaging

Gel like tube

A hard stick form

Powder form

PRODUCT REVIEW

REUSABILITY

The packaging would be easy to handle and would allow a higher degree of reuse and maintenance of the product from the customer’s aspect

• Features:– Clear and Sparkling eyes – UVR Protection– Healthy eyes– Relaxation from Stress

PRODUCT REVIEW

• Surmas were once an important part of every consumer’s life regardless of class but now the surma industry is facing competition from international brands

• The market offers a variety of Surma, each brand claiming optimal performance at unbeatable prices. Local competitors include Hashmi, Saeed Ghani, Asmad Surma, Hamdard and Kiran Surma

• Surmas are widely used in the Pakistan market but only in lower class and lower middle class mainly

• For the last two years, Pakistani Kohl industry has assumed a better pace and many consumers have begun switching from eyeliners and different eye care products. In terms of percentage, the increase ratio is about to 3-7% per annum

HASHMI SURMA IN THE INDUSTRY

The consumer wants to look beautiful and hence is seeking for a product that provides them with the best quality in affordable prices. The target market is such that they tend to opt products that are acceptable in the society keeping in view their budget constraints.

SHAPING THE CONSUMER

Demographics

Age 15 – 50

Gender Female

Education All

Income 10,000 onwards

Marital Status Any

Socio-Economic Class SEC C, D

Users Rural and Urban

Uses Beauty, Affordability, Vision

Psychographics

Personality Simple, not brand loyal

Values Striver

Opinion Believers

Attitude Good quality at affordable price

Interest Value for money

• CLEOPATRA SURMA

COMPETITION

• Saeed Ghani

COMPETITION

• Hashmi Surma is considered as the brand leader because of the brand equity that it enjoys. Moreover, they offer best quality in affordable prices.

• One of its strength is that its widely available which places the consumers at ease. However, Cleopatra and Saeed Ghani are not well known brands in the category of Surma.

• Cleopatra does not offer the best quality in the prices that it offers, giving an edge to Hashmi Surma. Whereas, Saeed Ghani prices its products higher than that in the market rationing out many of the target consumers in the category hence making Hashmi Surma more popular.

COMPETITIVE EDGE

BRAND AVERAGE PRICE

Hashmi Surma 30rs

Cleopatra Surma 55rs

Saeed Ghani Surma 100rs

Advertising Objectives:• Sustain Hashmi Surma’s preference over competing brands and increase

sales by 4% in two months• Induce trial and derive 12% of the sales from new customers• Create a positive brand image for 35% of the target market

Strategy:• Push• Endorsements (Celebrity power)

ADVERTISING STRATEGY

Number of Days 2 Cost for 2 daysLocation A house on rent in Nazimabad 60,000

Format Digi-BetaDirector Waqas Ahmed (WAM Films) 300,000Producer Asif Khan (WAM Films) 130,000Camera Rental 75,000Cast Sajal Ali, Javeria Saud and Shehroz

Sabzwari with extras (8 junior artists)1,200,000 - Top actors60,000 - Junior artists

Equipment LightsGenerator

60,00050,000

Transportation Two rented Hiace with fuel 50,000Set and Propping Kitchen, food, flowers 150,000Wardrobe Nishat and Outfitters

Hydri Market – Junior Actors40,00045,000

Makeup Artist Rose Beauty Parlor 60,000Editing WAM Films 300,000Jingle/Audio AD Studios 100,000Food Usmania Restaurant 35,000Still Photographer 45,000TOTAL Rs. 2,730,000

TVC

COST

ING

Television 16,565,000Radio 5,825,880Print 23,129,500

Out of Home 4,594,410Total Rs. 50,114,790

Summary

MEDIA PLAN

TELEVISION

RADIO

PRINT

OUT OF HOME

• Provide display boxes of complete range of Hashmi Surma to 30 beauty salons in Karachi

• Rickshaw branding: Placing Hashmi Surma symbolic eyes with logo and quote in Urdu

• Sponsor a segment on Javeria Saud’s morning show (Express TV)

• 5 Backlit Vans around the city

BRANDING