Principle of Marketing (Project by Tahir Akram)

Presentation of Marketing(In the Name of Allah the most Beneficent and the most Merciful )

Presented to:

PROF. QASIR FARID

Presented by:

TAHIR AKRAM

ROLL NO :

‘108’

UNIVERSITY OF LAHORESchool of accountancy of finance

“Tahir Beauty Products COMPANY”

COMPANY NAME

o

personal Care You Deserve Tahir Beauty Products CO.

TAHIR Beauty Products Ltd.

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Contents Company Profile

Introduction

Mission

Objectives

Marketing Mix

Products

Distribution Chennals

Net Work

Sales Promotion

Market Segmentation

Place

Product Positioning

References


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Marketing Project Report on MoonShine Soap

By :

Tahir Akram


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MoonShine Soap

MoonShine Soap

Company Profile

Pakistan – 1988

Pakistan largest company

Touching 2 out of 3 Pakistani consumer20 distinct categories – Home and personal care products.

PTL

100 factories – Pakistan – Manufacturing its diverse product range.

Headquarter: Lahore

Market share – Toilet soap category – 54.3%“Tahir Beauty Products COMPANY”

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MissionOur mission is to make our

company the most

progressed & profitable

organization in MoonShine

Soap making. we have the

ability to over come the

market by giving our best to

the customer according to

their demands and also the

market requirements.

Customers

Community

Employees


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Introduction Tahir co. is one of the world’s

largest and leading multinational companies.MoonShine commenced their business activities on a larger scale by setting up their first factory in Pakistan, in the year of 1888. The usage of MoonShine products by over 90% of the people in Bangladesh stands a testimony to their successful operation. Their array of products show that they produce household care, fabric cleaning, skin cleansing, skin care, oral care, hair care, personal grooming. products under worldwide famous brand names Queen Soap , Fair & Lovely, Pond's, , Ness Soap, Silk Soap, Rainbow Soap, Charlie’s Soap.


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M

arke

ting

MIX“Tahir Beauty Products COMPANY”

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The product mix refers to the number of different product line the company carries

Personal wash

Laundry

Skin care

Oral care

Deodorants

Colour cosmetics

Shampoo


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Product Product Classification

Tangible

Non durable good

Moonshine and other soaps fall into the category of convenience good.


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Sales Promotion

Moonshine gold star offer: 22 Carat Gold

coin in the Soap First 10 caller

(Extra 30 gm gold)

Moonshine star bano, Aish karo contest: A

special promotional pack of Moonshine soapScratch card 50 lucky winner gotthe chance to meet Priyanka Chopra


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Price Company sets the prices of

the products by:

Analyzing the market situation.

Actual cost of the product

Marketing expenses of the product.

Profit margin of the company.

Comparison to other home appliances.

Setting deal with dealers


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Place Company places its

product:

According to the requirement of customer and market.

In more populated area of the city.

Against competitors products.

More convenient to the customers.“Tahir Beauty Products COMPANY”

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Pricing objective Profit oriented

Sales oriented

Status quo-oriented


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Product Life cycle


Prominent Variants Moonshine almond

Moonshine orchid

Moonshine fruit

Moonshine saffron

Moonshine sandalwood

Moonshine rose

Moonshine international Moonshine chocolate

Moonshine aromatic extracts

Moonshine oil and honey glow etc. “Tahir Beauty Products COMPANY”

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Logo Labelling:

Moonshine trade character or logo is

present prominently in the package

Female model

Displayed graphically

Ingredients

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Packaging

Different colors – Differentvariants( Saffron – Saffron variants &Pink , Rose extracts etc.

Package size – 100gm, 120gm, 150 gm

Launched – Mini Moonshine – 45gm


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Market Share PTL

Fabr

ic ..

.

Pers

onal

...

Sham

poo

Skin

Toot

hpas

te0

10

20

30

40

50

60

70

80

90

Series 3Series 2Series 1


Revenue Percentage

Others5%

Home &Personal

Care82%

Ex-ports13%


Distribution Channel


2000+ Suppliers and associates

4000 Redistribution stockists

Covering 1 million retail outlets

Reaching 250 million rural consumers


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Chennals Of Distribution

Producer Producer Producer

Consumer Retailer Agent

Consumer Retailer

Consumer


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Recommendation

Moonshine kids special soap

Target rural area

Target male customers


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NetworkFactory Company

warehouses

Distributor Market

Factory Wholesaler & Big retailers

Bulk orders 30% Sales


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MARKET SEGMENTATIONThere are three major

steps in

market segmentation.

Market segmentation

Target marketing

Market positioning


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Market segmentation of Moonshine Gender: Female

Age: 16-35

Highest selling beauty soap in urban area

(Rural area: Lifebuoy)

Expensive – Affordable,

Target Area: Urban and Sub urban – Upper

middle and middle class people

Income: Middle income group (Rs. 15 to 20)


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OUR TARGET MARKET


•Product market growth matrix

Market penetration

Market development

Product development

Diversification“Tahir Beauty Products COMPANY”

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Product Positioning of Moonshine Created Good Position Buyers mind

Better

product attributes, price and quality

Offering product in a different way

Offering improved quality of the product

affordable price with high branding to position the product as a best quality beauty soap in buyers mind.

Market share of PTL : 55.3%


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Referenceswww.wikipedia.com

www.MoonshineSoap.pk

www.Google.pk

www.PTL.pk


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Swot assessment


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BCG matrix

Stars

Cash cows

Question marks

Dogs


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The GE business screen Invest protect

Invest protect harvest

Protect harvest

divest


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Characteristics and implications of product life-cycle stages

Characteristics

Customers

Competition

Sales


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Marketing implications overall strategies

Costs

Product strategy

Pricing strategy

Distribution strategy

Promotion strategy


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Essential features while launching a product

New project development process

Idea generation

Company goal

Screening of ideas

Business analysis

Prototype development

Market test

Commercialization

Characteristics:

Unit price

Length of life

Quantities purchased

Frequency of purchases

Standardization of competitive products

Quantity of supply

Marketing consideration:

Nature of channel

Negotiation period


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Principle of Marketing (Project by Tahir Akram)

Marketing

Transcript of Principle of Marketing (Project by Tahir Akram)