MM Final Report Submit

Mr. Syed Sohaib Ul Hassan

MARKETING MANAGEMENTRELAUNCHING OF FORHANS TOOTHPASTE

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ContentsCOMPANY PROFILE............................................................................................................................1

LETTER OF ACKNOWLEDGEMENT.................................................................................................2

EXECUTIVE SUMMARY.....................................................................................................................3

INTRODUCTION...................................................................................................................................4

MISSION STATEMENT........................................................................................................................6

VISION STATEMENT...........................................................................................................................6

THE MARKETING RESEARCH PROCESS.........................................................................................6

QUESTIONNAIRE.................................................................................................................................8

Present findings and conclusions...........................................................................................................12

MARKETING MIX..............................................................................................................................14

MARKET SEGMENTATION..............................................................................................................17

TARGET MARKET..............................................................................................................................18

SWOT ANALYSIS...............................................................................................................................18

PORTER 5 Force Apply on Forhan’s Toothpaste..................................................................................19

CBBE Model On Forhan’s Toothpaste..................................................................................................21

Brand Key on Forhan’s Toothpaste.......................................................................................................21

PRODUCT ATTRIBUTES...................................................................................................................25

CONCLUSION.....................................................................................................................................25


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COMPANY PROFILE

Company name FORHANS (PVT) LTD

Date of Establishment 1999

Revenue below US $1 Million

Address Head Office & Factory: V. M. House, West Wharf Road, Karachi (Pakistan)

www.forhance.com.pk


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LETTER OF ACKNOWLEDGEMENT

Dear Readers,

We would first like to thank the Almighty Allah for giving us the strength and

endowing us with the privilege of completing our report.

We are also extremely thankful to our mentor Mr. Syed Sohaib Ul Hassan for his

constant support, encouragement and guidance, without which we could not have

successfully achieve.

We would also like to thank to all of those people who contributed their efforts in

this report and help us in making the commercial and marketing campaign.

Sincerely,

Asher Hafeez Aghai (4052)

Muhammad Bilal Jawed (4058)

Tahreem Alam (5066)

Aiza Naeem (5019)

Gulshan Ejaz (5065)

BBA (H)

Marketing Management


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EXECUTIVE SUMMARY

This Marketing Report is to gain knowledge about efficiently forecasting the

demand of the customer and target the right market, what are the reasons of failure

of the leading brand’s product in the market, how to overcome these marketing

deficiencies with effectiveness and giving customer the value they needed

thorough services and products.

We have analyzed the gaps and deficiencies which became the reasons of failure of

Forhan’s Toothpaste in the market and try to overcome these gaps as presented in

this report.

We had found that the marketing was the main issue which became the reason of

failure of this product.

INTRODUCTION


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Forhan’spvt limited is the consumer product manufacturing in Pakistan. It is also a

marketing division of the Group in Pakistan and acknowledged leader in the

personal care products sector for both men and women with a country wide

distribution network and warehouse in Pakistan’s key locations. It markets and

produces a good range of personal care products with incredible quality and some

of these products are quite popular among the consumers; are considered and rated

as incredible brands in their categories.

Forhan’spvt ltd has incredibly organized team of enthusiastic, dedicated and

committed professionals who are enough competent to lead the company in the

dynamic environment. Their regional offices are located in Lahore, Multan,

Karachi, Faisalabad, Rawalpindi and Islamabad.

Forhan’s products are categorized into three main types’ i.e. Oral care, Skin care,

Hair care and Men’s care.

Oral care includes:Forhan’s Classic Toothpaste and Forhan’s Extra Care

Toothpaste

Skincare includes:Forhan’s Cold Cream, Forhan’s Lemon Cream,

Forhan’sSilkona Beauty Honey Lotion, Forhan’s Baby Lotion, Forhan’s

Vanishing cream and so on.

Hair care includes: Forhan’s Hair Tonic, Forhan’s Anti Dandruff tonic,

Forhan’s Go Away Anti Lice Shampoo, Forhan’sAmla Herbal Shampoo,

Forhan’sAmla Herbal Hair Oil, Forhan’s Hair Tonic Vitamin E+

Conditioner and so on.

Men’s care includes:Forhan’s Formen Fairness Cream and Forhan’s Hair

tonic


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MISSION STATEMENT

To provide the best quality products to consumers to fulfill their entire household

needs.

VISION STATEMENT

To become the number one consumer goods company in all the regions it is

operating.

THE MARKETING RESEARCH PROCESS

Marketing research is the systematic design, collection, analysis, and reporting of

data and findings relevant to a specific marketing situation facing the company. It

is very important to do a marketing research before launching any new product or

doing any activity without having proper information would be a result as nothing

but a waste of time and money. Before re launching of Forhan’s toothpaste we had

conduct a small survey to know the behavior and perceptions of certain people

towards our product.


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Define the problem: It is very important to identify the initial problem before

starting a research. Forhan’s toothpaste failed due to some reasons like Children

just disliked or even dreaded this toothpaste with a pungent taste. Adults seemed to

love it through.

Developing research plan: Now the question come up that how are we going to

do this research and what procedures are we going to adopt? We are developing

research plan with “research instrument” because it would be easy for us to

identify the multiple things in a questionnaire survey.

Collecting information: Collecting information is as important as every step of

research so, following are the information we had collected in a questionnaire

survey.


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QUESTIONNAIRE

1) Have you ever heard about Forhan’s toothpaste?

Yes No

Option: 1 Option: 20

5

10

15

20

Question No.1

Question No.1

Option: 1 Option: 2 Total

Observations: 18 12 30

Percentage: 60.00 40.00 100

2) Which toothpaste, out of the following would be your first choice for

use?


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A) Colgate toothpaste B) Forhan’s toothpaste C) Close-up toothpaste D)

Pepsodent toothpaste

Option: 1 Option: 2 Option: 3 Option: 40246810121416

Question No.2

Question No.2

Option: 1 Option: 2 Option: 3 Option: 4 Total

Observations

: 15 3 8 4 30

Percentage: 50 10 26.67 13.33 100

3) Which factor will influence your choice for using Forhan’s toothpaste?


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A) Whiter teeth B) Strong teeth C) Long lasting freshness D) Cavity

protection

Option: 1 Option: 2 Option: 3 Option: 40246810

Question No.3

Question No.3

Option: 1 Option: 2 Option: 3 Option: 4 Total

Observations: 6 5 10 9 30

Percentage: 20 16.67 33.33 30 100


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4) Forhan’s toothpaste 120 grams (Rs.100), 60 grams (Rs.65), 40 grams

(Rs.30). Are you satisfied with the pricing of Forhan’s toothpaste?

Strongly dissatisfy

Dissatisfy

Neither satisfy nor dissatisfy

Satisfy

Strongly satisfy

Option: 1 Option: 2 Option: 3 Option: 4 Option: 50246810121416

Question No.4

Question No.4

Option:

1

Option:

2

Option:

3

Option:

4

Option:

5

Total

Observations

:

3 3 8 15 1 30

Percentage: 10 10 26.67 50.00 3.333333 100


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5) Which flavor would you like the most out of the following?

A) Cavity protection B) Calcium nutrients C) Lemmon mint

Option: 1 Option: 2 Option: 3024681012

Question No.5

Question No.5

Option: 1 Option: 2 Option: 3 Total

Observations: 9 12 9 30

Percentage: 30 40 30 100

Present findings and conclusions: Through the questionnaire survey we have

concluded our research with several points.

1. First of all we have come to know that many people are aware with our

product which helps us to expand our product with various changes in it

because it would be hard for us if people weren’t aware of our product.

2. We can clearly see that our competitor is Colgate toothpaste because after

analysis we can see that most of the people choose Colgate toothpaste and


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Colgate is their first choice and we have to know each and everything about

the competitor in order to re launching the new product in the market.

3. Before launching the new product it is very important to know the likeness

of the customers that what kind of product they want to buy and what things

they really want in a product and for this we ask them about the different

flavors to know the closest choice of our customers. Conclusion says that

most of the people want “long lasting freshness” and for these kinds of

customers we have made “Forhan’s Lemmon mint flavor”. This flavor give

them a long lasting mouth freshness and after all the satisfaction of

customers matters at the end.

4. Price of any product plays a vital role in order to generate the revenue. We

had asked people about the pricing of Forhan’ stootpaste that are they

satisfied with the prices of the toothpaste or not? We set up the price of our

product after finding the pricing strategy of our competitor “Colgate

toothpaste and close up toothpaste” and we have come up with a strategy

that launching our product in a lesser amount than the competitor.

5.

PRICES

Sizes Colgate prices Close up prices Forhan’s prices120 grams 140 110 100

60 grams 80 75 65

40 grams 40 35 30


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6. We also asked about the flavor of the toothpaste that among all these flavor

which of the flavor they like the most? Knowing that most of the customers

want “Calcium nutrients” and for these customers we have re launching the

“Forhan’s Calcium Nutrient toothpaste” and we have also launch three other

flavors which is our secondary products for the people.

MARKETING MIXPRODUCT

In an industry where technology has almost come to a stands still and toothpaste is

just toothpaste. Forhans removes dental plaque, cavity, sensitivity and food from

the teeth. The product is ideal for tartar control, teeth whitening, anti-cavity and

provides refreshing breadth. They are precisely composed by the toothpaste

manufacturers by using finest quality ingredients that provides protection against

germs and strengthen the teeth roots.

Forhan’s toothpaste is offering the following three types of toothpastes in

market:

1. Forhan’s (Cavity protection)

2. Forhan’s (Lemmon mint)

3. Forhan’s (Calcium nutrients)

4. Forhan’s (Bubble gum)

PRICE


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Toothpaste Quantity and price

120 grams 70 grams 40 grams

Forhan’s (Cavity protection) Rs.100 Rs.65 Rs.30

Forhan’s (Lemmon mint) Rs.100 Rs.65 Rs.30

Forhan’s (Calcium nutrients) Rs.100 Rs.65 Rs.30

Forhan’s (Bubble gum) Rs.100 Rs.65 Rs.30

PLACE

Forhan’s is easily available at every retail store and super store.

Departmental stores

PROMOTION

For the promotion of the products we are using certain channels

TV advertisement

Newspapers

Sign boards

Personal Selling: This scheme will be applied in the introductory phase. The

product will be available on doorstep for making more and more people

customary of this product and people will test the product without going to

the shops.


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Public relations: We have decided to trail for a certain amount of revenue in

specified time period and has decided to donate 4% of the total revenue to

charity organizations earned per annum by the team.

PROTOTYPE OF SIGN BOARD

MARKET SEGMENTATION


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Segmentation is a very essential part of any product when it comes to marketing, to

get the product or service to the right person, a marketer firstly segment the

market. Forhan’s marketing segmentations are multiple which are as follows:

Geographically: Forhan’s toothpaste considers the whole population of the

country as its target market. Re launching of Forhan’s toothpaste is a local product

available only in Pakistan due to the failure of past product and due to high cost we

are re launching only in Pakistan. “Geographical Segment of Forhan’s toothpaste is

(Pakistan)”

Demographically: Demographics are a great way to differentiate between your

customers. So, Forhan’s toothpaste is for male and female both. As far as concern

with income, our product price is bit low as compare to other similar products so

people are having low income can also easily buy Forhan’s toothpaste.

Ages: For all ages Peoples.

Family Size: 120 Grams for Family & 40 Grams For Individuals.

Income: For Higher & Lower income level of Peoples (Mainly for lower

level of income)

Pricing strategy

We are using Every Day low Pricing Strategy

Interest: People are more interested having white teeth and glowing smile of their

faces. So, for those peoples we are providing Forhan’s Lemmon mind flavor and

those who want a cavity protection, they have the best choice of Forhan’s Cavity

protection.


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TARGET MARKET

People having low income can easily buy our product

Children who are in 3 – 10 years of age (Bubble gum flavor)

People having teeth and they want to make it whiter

SWOT ANALYSIS

Strengths 1. Forhan’s toothpaste offers all-around cavity protection.

2. It‘s great mint taste freshens breath.

3. Four new flavors.

4. More concern towards quality improvement.

Weaknesses 1. Reduction the expenditures in order to maintain growth.


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2. Failure of previous similar product.

3. Weak brand name.

Opportunities 1. Arrival of new technology.

2. Consumer demand.

3. Focus on innovation and new product launches by

deploying advanced technologies.

Threats 1. High competition from other brands like Close up and

Colgate.

2. Change in consumer taste.

3. Chance of failure as the company is new in the market, may

be people accept the new taste or may be reject the new

product.

PORTER 5 Force Apply on Forhan’s Toothpaste

To launch or relaunch any product it is important to research or know how about these five forces because without knowledge about the product and market it is no sense to put investment in market for any product.

Industry rivalry

According to the research the competitor of our product are Colgate, pepsodent, Oral B, close up, medicam and all type of paste available in market are the direct competitor of our product.

Threats for new Entrants

Entrants As we are relaunching our product first we have only cavity protection flavour available but know we are introducing 3 new flavors so more consumers will like our product because we search that consumers want long


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lasting freshness so we are try our best to fulfill our consumers need we have to give the product as they want to earn large number of marketing shares.

Bargaining power of buyer

As we know that buyers are the one of the important factor that increase the profit rate. According to research our buyers have high bargaining power because we have large number of direct and indirect competitors if we increase our price or reduce our quantity or quality of our product so the consumer can shift to our competitors and it is the negative point for our product. We have to maintain the quality, quantity and price of our product to increase our customers rate.

Bargaining power of suppliers

We are re launching our product so we can only assume that our supplier (IBL) have high bargaining power because they are also supplying Colgate’s products in the market so we must build strong relationship with our supplier so they can supply our product in low cost as compare to our competitors..

Threats of substitute

According to our research the substitutes or indirect competitors of our product are mouthwashes, breath mints, gums, candy, breathspary, water etc. we have to see direct and indirect both competitors to earn large number of market shares.

CBBE Model On Forhan’s Toothpaste

IT’S A SEQUENCES FOUR STEP 1. Brand identity


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An old famous product of teeth care among the competitors customer knows very well about the product.

2. Brand meaning Whiter and strong teeth with long lasting mouth freshness

3. Brand response As people love to have whiter and stronger teeth coming up with different flavors satisfy consumer needs (CHILD and ADULTS)

4. Brand relationshipProviding much better quality and low price to satisfy consumer demand donate 4% of profit.

Brand Key on Forhan’s Toothpaste BRAND KEY MODEL

The eight brand positioning steps as per the brand key model: The brand key is a model that can be used to position brands. To start or re-launch any product every organization must search for these Eight Steps.

Completive Environment Target Consumer Insight Benefits


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Value And Peranality Reasons To Believe Discriminator Brand Essence

Competitive environment: Our board product portfolio based on benefits provided by Forman’s toothpaste and it is the driving force for us to be competitive Different segmentation of our products set an edge for us. The other competitive advantage that the Colgate has is our extensive distribution network in rural and urban markets.

Target: Target are that which describe the chooser of the brand whom we are targeting or what are the target market of our brand according to our product our target marketing are people who having low income children who are in the age of 3 to 10 years, people who have the fresheners lover and want to make their teeth white.

Consumer Insight: That element of all you know about the target consumer and their needs. So according our product Forhan's toothpaste failed due to some reasons like children just disliked or even dreaded this toothpaste with a pungent taste we do the research plan and find this coason so know we are trying to overcome these failure to launch other flavor especially for children. We are launching Bubble Gum flavor to fulfil their needs.

Benefits: These describe the ways in which the brand solves consumer problems or offer an improvement in some aspect to buy. In short it is the reason why people want to buy our product either to our competitors.

o There are two types of benefits which we are providing to our customers

Functional benefit. Emotional benefit.

Functional benefit of our product are we using high quality plastic and the ingredients for making paste. We are providing


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simple design which attract customers and easy to use Forhan's toothpaste come up with the same packaging having card board box and plastic tube with easily open cap.

Emotional benefit:o Our product providing emotional benefit that people get freshness and

whiter teeth and feel confidence because your mouth is fresh you feel fresh and happy.

VALUES: Friendly Quality Pragmatic Simplicity PERSONALITY: Trustaby Satisfaction Sincerity Optimism REASONS TO BELIEVE: Recommended by majority of Dentists Quick action formula Superior protection against germs and rapid pain relief as compared to other

toothpastes Thousands of user in the country.

DISCRIMINATOR: “Forhan’s has 3-in-one action. It simultaneously fights germ, fortifies

enamels and improves gum health and you will see the positive effects of using Forhan’s toothpaste in very short duration.” These are the benefits which are not offered by any other toothpaste in the market today. Majority of dentists recommend Forhan’s toothpaste because of its fast action and because it alleviates pain rapidly.


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ESSENCE: “SUPERIOR PROTECTION, STRONGER TEETH”

PRODUCT ATTRIBUTES

Product attributes are the characteristics or features of a product that is thought to

appeal the customers. Forhan’stootpaste attributes are as follows:


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Quality: Using high quality plastic and the ingredients of the product.

Product features:Forhan’s toothpaste available in three sizes 120 grams, 70

grams and 40 grams.

Style and design: A very simple design which attract customers and easy to

use.

Packaging: Just like other product Forhan’s toothpaste come up with the

same packaging having card board box and plastic tube with easily open cap.

CONCLUSION

International marketing is not all about talking your product to a foreign market

and start selling. It's a complete process which demand through research of market

of that country, analyzing its external and internal environment, selecting a specific

target market and then formulate a strategy to introduce your product. Tooth paste

is a common product which is in use of every person and there are many

international companies which are selling their products in Pakistan. It will be a

waste of investment if the company does not make any strategy and required

cultural analysis before entering into it.

THANKYOU


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