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BriteMaximu umPow wer

Submitted dby: SyedTaha aShah(10166 6) MuneebHussain H (9910 0) Muhamma adBasit(9714) Anis(9802 2) MadihaKh han(10276) MariumArif(12074) dto: Submitted AyeshaAm man

Ma arketRe epor rt

BriteMaximu M umPow wer

Submitted dby SyedTahaShah(10166) ) MuneebHu ussain(9910) ) Muhamma adBasit(9714 4) Anis(9802) ) MadihaKh han(10276) MariumAr rif(12074) Submitted dto AyeshaAm man

MarketReport

IntroductionofTeamMembers

SyedTahaShah
Mr.ShahhasdonebachelorincommercefromUniversityofKarachi,currentlydoingmastersinbusiness administration major with Finance and working for Ace Consultants a Management Consultancy Firm as AssociateBusinessAnalyst.

MuneebHussain
Mr. Hussain has done bachelor in commerce from University of Karachi, currently doing masters in businessadministrationmajorwithMarketingandRunninghisownBusiness.

MuhammadBasit
Mr.BasithasdonebachelorincommercefromUniversityofKarachi,currentlydoingmastersinbusiness administrationmajorwithFinanceandRunninghisownBusinessofPharmaceutical.

Anis
Mr.AnishasdonebachelorincommercefromUniversityofKarachi,currentlydoingmastersinbusiness administrationmajorwithFinanceandRunninghisownBusinessofGarments.

MadihaKhan
Ms.MadihahasdonebachelorinSciencefromUniversityofKarachi,currentlydoingmastersinbusiness administrationmajorwithHRM.

MariumArif
Ms. Marium has done bachelor in commerce from University of Karachi, currently doing masters in businessadministrationmajorwithMarketing.

ColgatePalmolive|LaksonGroup

MarketReport

LetterofTransmittal

Sunday,December20,2009 Ms.AyeshaAman, PrincipleofMarketing, IQRAUniversity, DefenseViewShaheedeMillatRoad(Ext.), Karachi(75500). RespectedMs.AyeshaAman, Report on Colgate Palmolives Product Brite Maximum Power has been prepared as part of the Principle of Marketing course required and desired by you to submit at the end of the semester .The report is now completed and is now being presented. Its an informational report. We have tried to make it as informatory as possible and report covers all the possible answers which are related to the productandrequiredbyyou. By keeping in view the knowledge we have gained by visiting Colgate Palmolive, searching websites and interviewingwithBriteMaximumPowersBrandManager.Wehavetriedtogiveanoverviewofvarious aspectsregardingmarketingofBriteMaximumPower. We hope that the reader will find this report informative as well as helpful and any deficiencies observed in this report would be viewed with due leverage for inexperience on part of the students in writingthisreportofsuchkind. MayAllahgivethempeaceinhereandhereafter,MayAllahgivethemandusthefullachievementin ourstudiesandProfessionalLife. Ameen

ColgatePalmolive|LaksonGroup

MarketReport

Acknowledgement

We are unable to find words to express our humble gratitude to our ALMIGHTY ALLAH who has been extendingbestofhisblessingstowardsussincewecameintobeing.ThankYoumyGOODLORD. We are greatly indebted to our supervisor Ms Ayesha Aman who has provided in an opportunity to study the practical application of prescribed Principles of Marketing and to know how far marketing theoriesarebeingpracticedinacommercialorganization. InthepreparationofthisReport,effortsofthefollowingindividualsshouldbeacknowledged SyedTahaShah(10166) MuneebHussain(9910) MuhammadBasit(9714) Anis(9802) MadihaKhan(10276) MariumArif(12074) Special thanks to Ms. Ayesha Yousuf (Sr. Brand Manager of Brite) for cooperating with us and providing information of her product and Company regarding the report. Also thanks to Ms. Ayesha Amanforhelpingguidingusineverycrucialtime Emailaddresses
SyedTahaShah MuneebHussain MuhammadBasit Anis MadihaKhan MariumArif [email protected] [email protected] [email protected] [email protected] [email protected] [email protected]

ColgatePalmolive|LaksonGroup

MarketReport

Tableofcontents

Contents
IntroductionofOrganization Product(MarketingMix) TargetMarket ConsumerBuyingBehavior BCGMatrix CompetitiveStrategies Branding&Packaging ProductMix ProductLifeCycle SWOT Recommendation Conclusion References

PageNo.
6 21 23 25 30 31 33 36 38 40 42 42 43

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MarketReport

Synopsis
PraisetobeAllahAlmighty,theonetestingusallatalltimesandmakingdecisionsaboutwhatwedont knowandcantknow. Today it is impossible for a common man to run a business especially in this period of competition. This situation demands energetic, duly qualified experienced business administrators who could meet the challenges of this age of modernization. IQRA UNIVERSITY produces management specialists fully aware of the ins and outs of the business management, and capable of meeting the challenges of modern businessenvironment. The scope of this report is to discuss the marketing strategies adopted by Colgate Palmolive Pakistan, applied on its brand Brite Maximum Power. From the last month or so our group is in a process of continuous research on marketing functions and strategies adopted by Colgate Palmolive. These marketing functions mainly include the marketing mix i.e. Product strategy, Pricing Strategy, PromotionaltoolsstrategiesandPlacement&Distributionstrategyaswellasothermarketstrategies. Moreover this report also discusses the analysis of competition, market growth & trends, opportunity analysisandstrategiesforcreatingcompetitiveadvantageadoptedbyColgatePalmolivePakistan. We will like to add that the project will provide the readers and the listeners very high profile information about the marketing strategies as a whole and also about the organization Colgate Palmolive. In the end we hope that this report will result very profitable both for the readers and Brite MaximumPower.Yourfeedbackintheendeithercriticalorsubstantialwillbehighlyappreciated.

ColgatePalmolive|LaksonGroup

MarketReport

IntroductionofOrganization

LaksonGroup
Lakson Group is one of the leading businesses Group in Pakistan. The group was founded by Mr. Hasan Ali Karabhai as a trading concern. Group companies are involved in detergent & Soap, FastFood, Insurance, Internet Services & Data Networking, Paper & Board Manufactured, Printing & Packaging, Powdered Beverages, Publication and Broad Casting, Software Development, Surgical Instruments, Tea, ToothpasteandTextile. Brite Maximum Power is a product of Colgate Palmolive Pakistan Limited. It is the multinational company,inPakistanitisworkingundertheLaksonGroup.

GroupValues&Beliefs
Mission
Build a successful business model that encompasses the needs of our customers, our shareholders,andemployees. Provide a dynamic, responsive organization that ensures a rapid response to opportunity and competition. Invest in a balanced portfolio of short, medium, and longterm business opportunities of measuredrisk.

OurCorporateValues
Laksons Corporate Values People, Customer Success, Excellence, Innovation, Teamwork, Openness, Social Responsibility and Sustained Profitability focus on our longterm perspective for leadership and prosperity. These values should inspire us to a level of excellence that maximizes value for customers, businesspartners,andshareholders,whilesupportingouremployeesandthecommunitiesinwhichour employeesliveandwork.Thesevaluesareintended tobeafoundationtoguideourdecisions.Theyare reflected in our business objectives. And they represent the global standard by which all of our individualandcollectiveactionswillbemeasured.

People
Our people are our most valuable asset. Successful individuals are the driving force behind a successful enterprise. Attracting, retaining, and motivating the most talented people will position Lakson at the forefrontofeachindustryinwhichitcompetes. ColgatePalmolive|LaksonGroup

MarketReport

CustomerSuccess
Customer success leads to our success. We will achieve maximum customer satisfaction through value addedproductsandindustryleadingservicesandsupport.

Excellence
The pursuit of excellence is not a destination, it's a journey. We will always strive to be the best in each of our respective industries and in sectors where we are already regarded as the best, we will strive to maintainandentrenchourpositionasindustryleaders.

Innovation
We are advocates and instruments of positive change. Being innovative builds competitive advantage and creates new opportunities. We will strive to create a culture where entrepreneurial initiatives and thinkingoutsidetheboxareencouragedandrewarded.

Teamwork
Teams are the catalysts for our ideas and actions. Every team member has the power to influence the group. We treat this power as a privilege and a responsibility. Teamwork is the foundation of an effective,successful,funenvironmentinwhichthewholeisgreaterthanthesumoftheparts.

Openness
Openness facilitates informed decisions, understanding, and trust. Sharing information across the organization facilitates our common goals, spreads the collective knowledge base of our organization, and helps individuals access information in a more timely and efficient manner.. Furthermore, such openness stimulates greater transparency in our transactions which builds trust amongst coworkers, customers,andregulators.

SocialResponsibility
Encouraging a culture of social responsibility allows our people to achieve a healthy balance between their professional endeavors, family commitments and any community initiatives in which they are interested. In addition, such a culture lays the foundation for successful relationships with the communitiesthataremostaffectedbyouroperationsandfostersgoodwilltowardsus.

ColgatePalmolive|LaksonGroup

M MarketRe eport

SustainableProfitab bility
Our busin ness is based on a balance ed perspectiv ve between short s and longterm vision n. We aim to grow the comp pany, to incre ease our earn nings, and to enhance our r corporate environment e through t prof fitable investmen nts.

GroupOverview O

BriteMaximu umPowerisaproductofColgatePalm molivePakista anLimited. *B

GroupDetail D
Corporat teResponsib bility
HasanaliKarabhai K Fou undation TheFound dationwases stablishedtoundertakeva ariousfinancialaidprogramsandcharit table contributi ions. TheFound dationownsandoperates samultistori iedofficebuildinginthece enterofKarachiandtheentire e rentalincomefromthi ispropertyisbeingutilized dforphilanth hropicpurpos ses. EyeCamp ps Itisestimatedthatthe ereareabout2millionblind b peopleinPakistan. TheLakso onGroupinitiatedtheidea aofFreeEye eCampsin1994. 1 ColgatePalmolive|Laks sonGroup

MarketReport

Itsobjectivewastosetupfreecampstoprovidetreatmenttopatientswitheyerelateddiseasesandto eradicatecurableblindnessfromthecountry. No.ofFreeEyeCamps OPDConducted OperationsPerformed GlassesDistributed 11 74,000 4,500 30,000

HOSPITALSSTATISTICSTODATE
OPDSCONDUCTED Male Female Total OPERATIONSPERFORMED ThehospitalhasbeencompletedatacostofPKR32millionandisthe firstspecializedhospitalforeyediseasesinSwabi(NWFP.) OperationalsinceMay2001 Fullyequippedtohandlealltypesofeyerelateddiseases. Fullyelectronicsystemformaintainingonlinepatientrecords. ISO90012000certified. QMSonQPulsesoftware. TheSahiwalhospitalwascompletedatacostofPKR30millionandisthefirstspecializedhospitalfor eyediseasesinQadarabad. OperationalsinceMarch2004. Fullyequippedtohandlealltypesofeyerelateddiseases. Fullyelectronicsystemformaintainingonlinepatientrecords. ISO90012000certificationunderprocess. QMSonQPulseunderprocess. 39,274 34,784 74,058 4,663

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SocialInitiatives. AdiabeticcenterwasestablishedattheMardan(NWFP)hospitalin2005. AK12schoolwasestablishedinKotri(Sind)inJune2005. AthirdeyehospitalisbeingestablishedinKotri(Sind)whichwillcommenceoperationsby2007.

Awards
Arecordbreakingfourcompanies
With a recordbreaking four companies being selected for the Karachi Stock Exchanges Best Performance Award for 2005, the Lakson Group is once again the KSEs top performing business group. We thank the KSE for recognizing the achievements of Lakson Tobacco Company Limited, Colgate PalmolivePakistanLimited,CenturyPaperandBoardMillsLimitedandCloverPakistanLimited. Top25CompaniesAwardfromKarachiStockExchange LaksonTobacco(1997,1998,1999,2003,2004&2005) CenturyInsurance(1997&1998) CenturyPaper&BoardMills(2002,2003&2004) ColgatePalmolive(2004) CorporateExcellenceCertificatefromManagementAssociationofPakistan ColgatePalmolive(2001,2002&2004)

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Sponsors
SultanAliLakhani
AdvisortotheGroup CEOofCenturyPublications(Pvt.Ltd.),EditorinChiefoftheDailyExpress&ExpressNewsChannel(Pvt. Ltd.) HonoraryCounselGeneralofMexicoinPakistan Member,Senate(UpperHouse)ofPakistanfrom1987to1994 Education o B.A(Honors)EconomicsKarachiUniversity 37yearsoftopmanagementexperienceofGroupcompanies

IqbalAliLakhani
ChairmanoftheGroup CEOofCenturyPaper&BoardMillsLtd.,CEOofTritexCottonMillsLtd.,CEOofMeritPackaging,CEOof Cyber.Net(Pvt.Ltd.) Education o BBA,Finance&Marketing o UniversityofCaliforniaatBerkeley 34yearsoftopmanagementexperienceofGroupcompanies

ZulfiqarAliLakhani
CEOofColgatePalmolive(Pakistan)Ltd.,TetleyClover&CloverPakistanLtd. Education o MBA,WhartonSchoolofBusiness,UniversityofPennsylvaniawithaconcentrationinFinance& Marketing o M.S.inIndustrialEngineering o B.SChemicalEngineering,StanfordUniversity 30yearsoftopmanagementexperienceofGroupcompanies

AminMohammedLakhani
CEOMcDonaldsPakistan&CEOAccuraySurgicals HonoraryCounselGeneralofSingaporeinPakistan Education o MBA,WhartonSchoolofBusiness,UniversityofPennsylvaniawithaconcentrationinFinance& InternationalBusiness. o B.S.inIndustrialEngineering,StanfordUniversity 25yearsoftopmanagementexperienceofGroupcompanies

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MarketReport

MajorCompanies
AccuraySurgicalsLtd. Surgical,Dental,Manicure&VeterinaryInstruments Foundedin1981,cateringtoexportmarketsaroundthe globe ManufacturesSurgical,Dental,VeterinaryInstruments, BeautyImplements&HandTools FDAapproved,QSR,CEMarking ISO9001:2000&ISO13485:2003Certified

CenturyInsuranceCo.Ltd. GeneralInsurance Incorporatedin1985;listedontheKSE. IFSRratingofAwithStableOutlookbytheJCRVIS CreditRatingCompanyLtd. StrongReinsurancetreatyarrangementwithworld renownedReinsurers. ConventionalandInnovativeInsuranceProducts. TwiceawardedKSETopCompaniesAward.

CenturyPaper&BoardMillsLtd. Paper&Board CommercialProductionstartedin1990,listedontheKSE &LSE Manufacturesvarietiesofpaper,coated&uncoated paperboard&corrugatedboxes Massiveexpansionof$140millionunderwayfor capacityenhancementby130,000tons/year KSETopCompaniesAwardfor20022005 ISO14001:2004EnvironmentManagementSystem ISO9001:2000QualityAssurance

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MarketReport
CenturyPublications(Pvt.)Ltd. Newspapers&Magazines

Incorporatedin1998,publishesUrdudailynewspaper Express Theonlydailynewspaperpublishedfrom11cities simultaneously 24%MarketshareinCirculation MassMediumAwardforDynamicGrowthfromPakistan AdvertisersAssociation,2002

CloverPakistanLtd. FoodProducts

Incorporatedin1986,listedontheKSE Marketsandmanufacturesproductsunderlicense arrangementwithKraftFoods(USA) MarketShare41%inpowderedinstantdrinksegment KSETopCompaniesAward2005

ColgatePalmolive(Pakistan)Ltd. Detergents,Soaps&Toothpaste

In1984startedasalicensemanufacturerofColgate PalmoliveproductsinPakistan In1990ColgatePalmoliveInc.(USA)joinedasa30% equitypartner MarketShareSurfaceCare92%,Fabriccare48%,Oral care33% 450DistributorsacrossPakistanISO9000:2000Quality ManagementSystem KSETopCompaniesAwardfor2004,2005,2006 CorporateExcellenceCertificate200102&2004

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MarketReport
CyberNetInternetServices(Pvt.)Ltd. InternetServiceProvider

TheLargestDataNetworkOperator&InternetService ProviderinPakistan OffersData&Internetconnectivityservices TheservicesareofferedoverDialup,ISDN,DSL, Broadband,Wireless&Satellitemedia Withover500MBbackboneitserves500,000home users&over1,000corporatecustomers Servicingover40citiesinPakistan ConsumerChoiceAwardin2005,2006&2007CSR NationalExcellenceAward,2006

LaksonBusinessSolutionsLimited. Software&WebSolutions OffersWebApplicationDevelopment,Software Development,Portalservices ConsultancyonBusinessIntelligence,BusinessProcess Automation&Management OffersTimeManagement&CRMSolutionsforB2B& B2C PartnershipsIBM,PSEB,Microsoft,TometaSoftware Inc,SHAPEServicesGermany

HasanaliKarabhaiFoundation PhilanthropicWork LaksonMedicalComplex(LMC)establishedin1997 underHasanAliKarabahiFoundation LMCaimstocureeyediseases&eliminatecurable blindnessfromPakistan EyehospitalsbuiltinSwabi&Sahiwalatthecostof$ 860,000 StateoftheArtEquipmentTakagiJapan,VolkUSA,Carl ZeissGermany,MedicalVisionItaly ISO9001:2000CertificationQMSonQpulseinprocess ColgatePalmolive|LaksonGroup

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MeritPackagingLtd. Printing&Packaging Incorporatedin1980,listedontheKSE CustomizedPackagingPrintingsolutionsSpecialtyin Offset&Rotogravureprinting Printfoldingcartons,wrappers,labelsforteasoaps, spices&detergents CustomersUnilever,Phillips,WalMartColgate Palmolive,LaksonTobaccoetc.

PrincetonTravels(Pvt.)Ltd. TravelServices Weareoneofthemostversatilecompaniesinthetravel industry.PrincetonTravels(Pvt)Limited&Tourswas incorporatedin1992andisanIATAaccreditedtravel agencyandactivememberofInternationaltravelforums likeASTA,PATA,UFTAA&TAAP.

SatelliteBroadcastingMediaPakistan 24/7broadcastnewsTVchannel

LaunchedJanuary1st2008 24/7broadcastnewsTVchannelwiththemost20 DSMGsinPakistan LiveFeedsfromallBroadcastStations&themost BroadcastStations&NewsBureaus

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MarketReport
SIZAFoods(Pvt.)Ltd. (McDonalds)QuickServiceRestaurants SIZAFoodsacquiredCountryDevelopmentlicensein 1998 Operates22restaurantsinKarachi,Lahore,Islamabad, Hyderabad&Faisalabad Expansionunderwaytoopen4morerestaurants

TritexCottonMillsLtd. CottonYarn Incorporatedin1990 Over33,000spindlesproduce8millionkgsyarnevery year ProductsincludeYarnof10/s,16/s,20/s,22/scount

TetleyClover(Pvt.)Ltd. Tea AJointVenturebetweenTetleyUK&LaksonGroup formedin2004 CaterstotheBlackTeadrinkingmassesofPakistan TeasegmentsincludeLeaf,Dust&Teabags

Titan. TitanWatches Productsdesignedforpremiumsegment,youthaswell themasses WinneroftheBrandLeadershipAwardattheIndia BrandSummit ColgatePalmolive|LaksonGroup

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MarketReport
LaksonInvestment. InvestmentCompany

LaksonInvestmentsLimited,theinvestment managementarmoftheLaksonGroup,islicensedbythe Securities&ExchangeCommissionofPakistanto provideassetmanagementandinvestmentadvisory servicesundertheNonBankingFinanceCompanies Rules,2003andNotifiedEntitiesRegulations,2008

Sybrid. GlobalManagementConsultants Sybridisawhollyownedsubsidiaryofthehighly reputed,diversifiedandqualitydrivenLaksonGroupof Companies.Itoffersworldclassserviceswithdeeply embeddedpracticesforcontinuousimprovementthat aredesignedtogiveaprogressivelystronger competitiveadvantagetoitsclients.

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MarketReport

ColgatePalmolive
In 1806, William Colgate opened up a starch, soap, and candle factory on Dutch street in New York City under the name of William Colgate & Company. In 1857, William Colgate died and the company was reorganized as Colgate & Company under the management of Samuel Colgate, his son. In 1872, Colgate introduced cashmere Bouquet, a perfumed soap, in 1873, the firm introduced its first toothpaste,aromatictoothpastesoldinjars.In1908theyinitiatedsellingtoothpasteintubes. In Milwaukee, WI, the B.J.Johnson Company was making a soap entirely of palm and olive oil. The soap waspopularenoughtorenametheircompanyafteritPalmolive. A Kansas based soap manufacturer known as the Peet Brothers merged with Palmolive to become PalmolivePeet. In 1928, PalmolivePeet joined the Colgate Company to create the ColgatePalmolive PeetCompany.In1953Peetwasdroppedfromthetitle,leavingonlyColgatePalmoliveCompany. In the beginning of television, ColgatePalmolive wished to compete with Procter & gamble as sponsor ofsoapoperas.Althoughthecompanysponsoredmanyshowsinpart,theyweremostfamousforbeing thefullsponsoroftheserialTheDoctors. George Henry Lesch was president, CEO, and chairman of the board of ColgatePalmolive in the 1960s and1970s. In 2006, ColgatePalmolive announced the intended acquisition of Toms of Maine, a leading maker of natural toothpaste, for USD 100M. Toms of Maine was founded by Tom Chappell in 1970. this announcementhasreceivedbothpraiseandcriticism,withmanyquestioningwhyacompanywithano animal testing policy would sell themselves to a company that does test on animals when not required to by law, Harvey A. Colgate currently manages the company. He and his wife have two children, KathrynandCarleton,andarecurrentlyworth$358Million. For the past 33 years the ColgatePalmolive Company has sponsored a nonprofit track meet open to womenofallages.ThiseventiscalledtheColgateWomensGames.TheColgateWomensGamesisthe nations largest amateur track series open to all girls from elementary school through college. Our goal is to provide an athletic competition that helps the participating young girls and women develop a strongsenseofpersonalachievementandselfesteem.

ColgatePalmolivePakistanLimited
Colgate Palmolive (Pakistan) Limited (the company) was initially incorporated in Pakistan on December5, 1977 as a public limited company with the name National Detergents Limited. The name of the company was changed to Colgate Palmolive (Pakistan) Limited on March 28, 1990 when the companyenteredintoparticipationagreementwithColgatePalmoliveCompany,USA. ColgatePalmolive|LaksonGroup

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MarketReport

The company is mainly engages in the manufacture and sale of detergents, personal and other related products. The protection of the environment and the health and safety of customers, people and the communitiesinwhichweallliveandColgatePalmoliveoperateisanintegralpartofColgatePalmolives missiontobecomethebesttrulyglobalconsumerproductcompany.ColgatePalmoliveiscommittedto conducting itself in a socially responsible manner and to keeping business operations environmentally sound. It is ColgatePalmolives worldwide policy to manufacture and market products and operate facilities so that they comply with or exceed applicable environmental rules and regulations. The health and safety of customers, employees, and the communities in which company operates must be paramountinallwhattheydo.

BriteMaximumPower
Sinceitsintroductionin1981,Britehasbecomeapowerfuldetergentbrandwithwhichconsumershave a long standing familiarity. In April 2004, a new improved version of Brite, reinforced with an innovative formulation designed for enhanced stain removal and dirt cleaning action, was launched. Brite is the onlydetergentinPakistanwhichhasthebenefitofcolorbrightnessandfiberprotection. Brite Maximum Power is one of the leading brands in detergents in Pakistani market. Over the years, Brite has evolved together with the needs of Pakistani housewife in order to better cater to her wants andlifestyle.

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MarketReport

MarketingMix

The4Ps(Product,Price,Place,Promotion)
Product
Brite is a premium quality detergent which was launched at a 30% less price than other premium detergents, because the main purpose of its launch was to penetrate in the upper segment market as wellastobreakandcapturethemarketofSurfbyUnilever. As a premium quality product at an economical price Brite gained huge success and just in a period of 3 yearsfromitslaunch. AllthisbroughtadrasticchangeinthedetergentmarketinPakistan,andBritewasdaybydaybecoming athreattosurf.

Price
BriteMaximumPowerwasofthesamequalityasofSurfExcelbutwaspriced30%less,thiswasdoneto enterthemarketandtocreatedemand. The company thought about launching of Brite in a low price, because they conducted a survey, in which they found out that there were a big number of potential detergent buyers who wanted an excellentqualitydetergentatfewerprices. So this survey result became the backbone of the launch of Brite in order to convert those potential buyersintoactualbuyers,andfinallydidmanagetodoso.

Place
The Factory of Colgate is situated in Kotri (Sindh); they have 9 zonal offices for sales. The distribution system of Brite Maximum Power is the company sales the product to distributers (Intermediaries) and they distribute to the retailers. Colgate Palmolive is also supply directly to the big stores like Makro, Metro, Naheed and DMart etc. Brite is normally placed at stores in posh localities, as well in the upper level localities. The reason behind this placement strategy is that Brite was mainly launched for the middle & upper income group. The big packs of Brite is never placed at a shop visited by people from lower income level because this Product is not targeted for lower income group, to cater the needs of lowerincomegroupColgatePalmolivelaunchedbonuswhichisalowqualityandlowpricesoastofulfill thedetergentneedsoflowlevelincomegroupandalsotoconvertsoapusersintodetergentusers. ColgatePalmolive|LaksonGroup

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Promotion
Promotion is an important factor and every company pays a lot of attention to it. In the case of detergentsvariouskindsofpromotiontechniquescanbeapplied. At the time of launching of Brite in 1981 Colgate Palmolive made washing machine manufacturers recommendBritetotheirclients. Themarketingteamwenttopeopleshomestodopersonalsellingandtoanswertheirquestions. As we know that our country is growing day by day and new departmental stores are opening in handsome amount. Brite starts very attractive and affordable promotions for attracting the consumers. They are making such packages which attracts the consumers and as well as the sellers for promoting theirproduct. For Example like they started some deals in Imtiaz, Naheed and DMart like stores. They are also providing the attractive deals to METRO, MAKRO and HYPER STAR like big giants departmental stores whichhelptoshootthesalesofBritealotwithgreatnumbers. AlkaramTextiles,BonanzaGarments;UnitedcolorsofBenettonandMohammadFarooqTextilesMills LimitedrecommendBritefortheprotectionoffabriccolors.Thisalsopromotesandensuresthequality ofBrite.

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MarketReport

TargetMarket

The Brite Maximum Power is targeted from the middle class to the upper upper class of consumers basically housewives of A & B category. As a product Brite is marketed towards a particular segment despite the fact that it uses the mass marketing approach because lower class consumers are also using itasitisundertheirreachthatswhytheyadvertisekeepinginmindallthepossibilities. InshortthewholelotofcustomersusingBriteMaximumPowercouldbesummarizedaccordingtotheir useofdifferentvariantsinamatrixwhichseemstoappearlikethis Consumer Class UpperClass MiddleClass LowerClass BriteMaximumSKUsUnderUse 30GMS 60GMS 110GMS 400GMS 1KG 2KG

NoteBecauseofthesachetpack,CClassalsohaspowertobuyBrite Normallyspeakingdetergentisaproductwhichispurchasedbythehousewivesbutstillthereisabig targetmarket.

Demographics
Age Gender Familysize Familylifecycle Income Occupation ColgatePalmolive|LaksonGroup Peopleofallagesliketowearcleanclothes Both(male&female) Nolimitofmembers,clothesaretobewashed Anyone(youngorold,marriedorsingle) A&BClass Students,WorkingpeopleandHousewives

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Psychographics
Lifestyle Personality Achievers,StrugglersandAmbitiouspeople Hygieneconscious,StrongandAuthorative

PromotionalTargetMarket
Promotionoftheproductinthetargetmarketisveryimportanttocreatesales.Britewaspromoted amongthefollowingagegroupcustomers. Matured Young Withapromiseofcleanlinessandbrightness Bylaunchingitinacolorfulandattractivepack

ConsumptionTargetMarket
Promotionaltargetmarketisonlytoforcetheconsumptiontargetmarkettopurchasetheproduct. InthecaseofBriteoranyotherdetergentthefinalconsumerisahousewifebecausesheistheonewho purchasesthedetergentandhasknowledgeaboutqualityandpriceoftheproduct.

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M MarketRe eport

Consu umerBuyingBeh havior

Con nsumer Bu uying Beh havior

C Cultural

S Social

Per rsonal

Psycho ological

Cultural
Brite as product is best b for Paki istani culture e. It especially design fo or removing the stains. There T ments shows s us culture and a the dirt our o fabric fac ces in the parties or in da aily life and how h it advertisem works be est in these conditions. It is the top quality br rand of dete ergent that Colgate C Palm molive manufactures which helps h us in en njoying our parties p and so ocial gatherin ng without worries w of stains or dirt.

Social
It also att tracts social factors f by our clean and bright b suitings s. Consumer are also dive erging toward ds this product because b man ny families an nd especially y housewives recommend d BRITE and also many people influences sbytheeffec ctiveworkofBrite. ColgatePalmolive|Laks sonGroup

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Personal
Consumers want that detergent which cleans there fabric in just 1 washes. And so Brite is that product whichsavestime,moneyandelectricityandcleansthefabricinsinglewash.Nowadaysfabricismajority washed by Washing Machine so Brite introduces its BRITE MAXIMUM POWER MACINE WASH which solve the problems of washing clothes in washing machine. Its powerful ingredients never make the fabricscolordull.

Psychological
Consumers believe on the standard of Colgate Palmolive and the quality of Brite so they are continuously using this product from years to years. The perception of this product is very good in market and as in experiences of the consumers so they are choosing it. When consumers use this product then they know the quality and standard of Brite. In this way the perception of Brite is changes alot. ColgatePalmolive|LaksonGroup

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MarketReport

MaslowsHierarchyofNeeds

(Self-development)

Self Actualization

Esteem Needs (self-esteem)

(sense of belonging, love)

Social Needs

(security, protection)

Safety Needs

Physiological Needs
(hunger, thirst)
11

Brite stands on the social needs section because in this stage people thinks about their social needs. As Brites target market is A to B class of social economy so when people have completed its basic two needs (Physiological Needs and Safety Needs) then they think about their image in outer world. And cleanwearingsplayanimportantandvitalroleinmakingimagegood.SoitbelongstoSocialNeeds. ColgatePalmolive|LaksonGroup

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TypesofBuyingDecisionBehavior

High Involvement Significant differences between brands Few differences between brands

Low Involvement

Complex Buying Behavior DissonanceReducing Buying Behavior

VarietySeeking Behavior Habitual Buying Behavior

12

Brite is that type of product which has low involvement and few differences between different brands like Surf Excel and Ariel. We call it Habitual Buying Behavior. Because consumer if not get his first priority to his nearest place then he can directly shift towards its alternative. So in this phase the distribution must be perfect. As we know that Brite contains 9 zones (warehouses) along Pakistan. In Karachithereare13privatedistributorswhicharecontrollingthedistributionofthisproduct.

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MarketReport

ConsumerMarketforBrite
Brite Maximum power washing detergent is a fast moving consumer product so it has many responsibilities regarding sales and distribution and also of quality. Consumer should get the product at nearestplacewithconvenienceandaffordability.

ConsumerPromotion
Brite also provides additional support by giving away various consumer promotions to provide the consumer with the extra value benefit. Another consumer promotion opportunity as a part of new product promotion and sampling effort has been carried out at METRO stores in Lahore, Islamabad and Karachi.ThedifferentpromotionaldealsavailableinMakro,Metro,HyperSuperMarket,Naheed,Imtiaz 1and2,C.S.D,V.S.D,U.S.Cetc.

Conveniencegood
Itisthebestwashingdetergentmadeforhandwashandnowalsoinmachinewash.Itcleansandmakes yourfabricsasnewafteryearsandyears.ThespecialformulaofBritetakecareofyourhandsandtryto makeitsafeasotherwashingdetergentnotandgivessomebadeffecttoyourskinofhands. The new enhancedformulaofBrite machinewash cleansyourclothesinjustsinglespinningofmachine whichalsosavesyourtimeandelectricity.Theaffordabledifferentweightpackagesenableconsumerto attractatitsrequirement.Thedifferentpackaginggivesgreatconveniencetotheconsumers.

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BCGMatrix

CompanysMarket share High Low

IndustrysGrowthRate

High Stars
QuestionMark

Low
CashCow

Dog

Nowadaytheindustrialgrowthinthissectorishigh,therearemanysmallbrandsintroduceinmarket andthecompaniesarealsoconcentratingontheexistingbrandsandimproveit.TheBriteMaximum PowerisundertheheadofStars. Stars are units with a high market share in a fastgrowing industry. The hope is that stars become the next cash cows. Sustaining the business unit's market leadership may require extra cash, but this is worthwhileifthat'swhatittakesfortheunittoremainaleader.Whengrowthslows,starsbecomecash cows if they have been able to maintain their category leadership, or they move from brief stardom to dogdom.

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CompetitiveStrategies

According to competitive strategies Brite has made its place in the market in very short time. Its cleaningpowerandlowerpriceattractsnewconsumersalot. WecansayitaMarketChallengerbecauseitisnotonthetopofthemarketbutonrunnersupposition. The company also launches other brands of same product (Washing Detergent) like Express and Bonus. ByfullmarketingandsalestechniquestheywilleasilyachievethepositionofMarketLeader.AsMarket Challenger they are attacking the sales of market leaders and other firms at every time. And they are havinggreatachievementsinthatwhichisnotgoodforMarketLeader. Therearepresentlytwobrandswhichwecanconsideritscompetitor. SurfExcel Ariel

SurfExcel

Surf Excel is the detergent brand to be present in Pakistan since 1960.They have always believed that dirt is a valuable way to enrich our lives, both young and old. To ensure that everyone, anywhere in the country, can share in this initiative, we're investing heavily in developing a range that suits the pockets ofallincomegroups. This has included launching affordable SKUs that not only offer the topclean advantages of Surf Excel, butalsoreducethetime,physicaleffortandamountofwaterneededtowashclothesbyhand.

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Ariel

Ariel is a marketing line of laundry detergents made by Procter & Gamble. It is the flagship brand in Procter & Gamble's European, Mexican, Japanese, Brazilian, Peruvian, Turkish, Filipino, and Venezuelan portfolios. Ariel first appeared on the UK market circa 1968 and was the first detergent with stainremoving enzymes. It was a highsudsing powder designed for twintub and toploading washing machines. With the rise in popularity of automatic frontloading washing machines, a suitable lowsuds variant was launched in the early 1970s. The mideighties saw the range expanding to encompass liquid detergent andcompactpowder. The compact powderwas originallyknownas"Ariel Ultra";andwassubsequentlyreformulatedinto the nineties as "Ariel Future". This was possibly in response to Unilever's launch of the ultimately doomed "Persil Power", which was seen to damage clothes. Compact powders never proved popular in the UK; sowhenthetabletvariantappearedinJuly1999,thecompactversiondisappeared. In 2003, Ariel brought out its quick wash action to its detergents, to allow consumers to be able to do theirlaundryonaquickwashcycle.

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Branding&Packaging

Britewashingdetergentsetsnewstandardsfordefining"Cleanandbightfabrics"inPakistan.

BrandName

Asitsnametellsaboutitsworkthatitusesforcleaningandmakingfabricbrighterwithoutmakingthe fabriccolordull.

Slogan

BrandPositioning
Washingdetergentforalltypesoffabric

BrandImage
CleanandBrighterClothes

Packaging
The packaging makes the brand look expert and modern. This packaging makes the brand look more contemporaryandhitech.Packagingisinnovativetomeettheneedsofconsumersalloverthecountry. The range of formats extends from the individual sachet packet of 30 grams to the family size poly bag of2000gms,forhomeandindividualusage. ColgatePalmolive|LaksonGroup

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BriteMaximumPower
BriteMaximumPowerpackageisinBluecolor.

Front
In front the product name is printed with weight printed on top. Statement is also written that is Lifts ToughestStainsinJust1Wash.

Right
On right side of that bag is printed the information about recommendation. That this product is recommendedbyAlKARAM,Bonanza,andUnitedColorsofBenetton.

Back
Onbackcompanyadvicesareprinted.Laundryadvicethathowtousethisproductforbestresultandin safe ways are also printed on back side of pack. The complete name and address of company with the addressofConsumersaffairsDepartmentisalsoprintedonback.

Left
The left side of packet of this product uses as advertisement for another product of same organization with same category of Fabric Care named as SOFTLAN. Softlan is mainly a fabric softner. It is used formakingafabricsoftandformakingitforlonguse ColgatePalmolive|LaksonGroup

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BriteMaximumPower(MachineWash)
Brite Maximum Power Machine Wash is a new product launch just in November 2009 and it is in Red color.

Front
On Front of its pack the product name is printed. On top weight is printed and a washing machine pictureisprintedsoitindicatesthatthisproductisformachinewash.ProductStatementisalsoprinted asLiftsToughestStainsinJust1Wash.

Right
Product description is printed on right side of the pack. On down right side the address of Consumers AffairsDepartmentisalsoprintedforquestionsandcomments.

Back
InstructionhowtousethisproductforbestresultandSafetyprecautionsareprintedforconsumers.

Left
Laundry advices and Hand & Skin care advice are printed on left side of packet for the good sake of consumers.

Label
The label provides the information of product which includes the information about formula, full name andweight. ColgatePalmolive|LaksonGroup

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ProductMix

ProductMixisasetofallproductlinesanditemsacompanyoffertosell. TheproductmixofColgatePalmoliveis

ColgatePalmolive Personal Care

NewPalmoliveNaturals

OralCare

SurfaceCare

Fabric Care

BriteMaximumPower

AzadiCarbolicSoap

ColgateTiithBrush

TheBriteisintwodifferentcategories. BriteMaximumPower BriteMaximumPower(MachineWash)

BriteMaximumPower
Company understands the need, requirement and affordability of the consumer so they bring it in six different quantities so that every type of consumer can use this according to its need. Brite Maximum Poweriseasilyavailableinfollowingquantities. ColgatePalmolive|LaksonGroup

ColgateToothPast

MaxAntibacterial

ExpressPower

AzadiDishBar

MaxScourers

ProtexSoap

MaxLiquid

MaxBar

Sparkle

Bonus

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MarketReport
Grams 30 Sachet 60 Sachet 115PolyBag 400PolyBag 1000PolyBag 2000PolyBag Rs. 5 9 17 75 190 375

BriteMaximumPower(MachineWash)
As this product is designed for those customers who usually wash their clothes in washing machine so theybringthisinthreesizesaccordingtotheusageoftargetmarket.
Grams 100 Poly Bag 500 Poly Bag 1000 Poly Bag Rs. 20 99 195

Producthierarchy

Brite
BriteMaximumPowerMachine Wash

BriteMaximumPower

30Gms Sachet

60Gms Sachet

115Gms Polybag

400Gms PolyBag

1000Gms PolyBag

2000Gms PolyBag

100Gms Polybag

500Gms Polybag

1000Gms Polybag

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ProductLifeCycle

Since this is a Fast Moving Consumer Product, the average product life cycle of this product depends on the usage and washing of clothes. As it contains a very powerful formula so we can easily wash many clothesinveryfewamountofdetergent.AsBritemaximumPowerisawashingdetergentsoitcankeep 23 years easily. Only it must be protected from the humidity (must be stored in dry place). Humidity changesitspowderformintosoftrockformsandalsominimizesitscleaningpower.

BRITEatGrowthstage

Maturity

TimeInYears

ItspositioninProductLifeCycleisGROWTH.

Sales
Itssalesareincreasingrapidlydaybydaybyusingnewadvancemarketing,salesanddistribution techniques.

Costs
Thecostofsingleunitisaverage.Theyareusingmoreadvancecostcuttingtechniques. ColgatePalmolive|LaksonGroup

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Profits
WhenitisinGROWTHstagesoitsprofitsalsoincreasingdaybydaydependingonincreasingofsales.

MarketingObjective
They are doing their best for achieving maximum share in market. They are continuously attracting the newcustomersandholdingtheregularcustomer.

Product
They are offering new verities in the product, extending their product features and also offering in differentpackingaccordingtodifferentgrams.

Price
The price is affordable for average earning families. There different packing sizes with different prices makes easy for customers to buy according to their requirement. There price structure is penetrating themarket.

Distribution
They are trying for increasing more distributors for the distribution purpose. They are trying to cover urbanareasandaswellasruralareasalso.

Advertising
By different advertising techniques they are trying to build awareness and interest in the mass market. Theyaremakingconsumerstheirbrandlovers.

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SWOTAnalysis

SWOT analysis is a method of analyzing an organizations competitive situation that involves assessing organizationalSWOT. (S)Strengths,(W)Weaknesses,(O)Opportunities,and(T)Threats Identifying strengths and weaknesses requires assessing internal characteristics. While detecting opportunitiesandthreatsinvolvesevaluationrelevantenvironmentalfactors.

Strength
The main strength is the workforce or the employees of the company, who are highly trained andspecializedprofessionalsfullydedicatedtotheirrespectivetasks. Colgate Palmolive has the best distribution system in Pakistan, which is a major advantage over itscompetitors. Colgate Palmolive has access to full modern technology and global support from Colgate Palmolive, USA. The planning techniques used here in Pakistan are also the same as the ones usedinUSA. LastlyColgatePalmolivehasalwaysbeenaninnovativecompany,anditsinnovationshave broughtitgreatsuccess,bothhereandabroad.E.g.itwasthe1stcompanytolaunchdetergent inpolythenebags

Weaknesses
ThemajorweaknessofColgatePalmoliveisthatitsITsystemisnotuptomark,whichmakesit difficult for the company to use ecommerce as part of its business, sales and promotion strategybutthisweaknesswillnotremainmorebecauseSAPimplementationisinprocess. CompetitorshaveanedgeinITintegratedsystemsthatthecompanyistryingtoimprove. ForexampleColgatePalmoliveusedFoxProforMISandothercompetitorsusedSAPorOracle Financial(ERP)

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Opportunity
ThereisalowgrowthrateofdetergentinPakistanimarket. ColgatePalmolivehastheopportunitytoincreasetheirmarketsharebypromotingitmore usingdifferentstrategies

THREATS
A major threat to Colgate Palmolive is that it is competing with two huge multinational companies (Unilever and P&G). The threat faced is that Colgate Palmolive is not involved directly in the Pakistani market as in other countries. Here it is working as a joint venture with theLaksonGroup,whichisalocalcompany.SoitssuccessdependsonthesuccessoftheLakson Group.

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RecommendationandConclusion
The quality of this detergent is even better than before with the inclusion of globally recommended ingredients of Stain Lifters and Oil Eaters. The combined action of these ingredients lifts the toughest stains of oil and grease in just 1 wash. Besides delivering unmatched performance on tough stains, Brites new formulation makes the colors even more vibrantwhilecontinuingtoprotectthefabric. According to the general survey on the retail shops in GulshaneIqbal and GulestaneJauhar, People recommended this detergent (Brite) best in quality because the Brite is only one which gives maximum brightness & new life to fabric. It even has the seal of approval from some of the top fabric manufacturers of the country including AL Karam Textiles, Bonanza Garments, UnitedcolorsofBenettonandMuhammadFarooqTextilesMillsLimited. As per analyzing the market demand, the Brites share is little low in comparison of Surf Excel and Ariel, the reason is just because of lack in promotion, not quality. In the advertisements of Brite the marketers show only the events (A Mehndi function and another advertisements in art room of a college), they also have to promote it like Surf Excel. Surf Excel made their advertisements and show if cloths become dirty in case of doing a good job dont worry Surf Excel Hai Na and Agara Kuch Achha Karne Main Dagh Lag Jai To.. Dagh To Achhe Hote Hain, Inthisreport,wehavementionedthattheBriteisonagrowthlevelinproductlifecycle,which indicatesBritessaleincreases.Thisisthetimetoputmoreeffortinpromotingthebrand. With the reference of SWOT analysis, in the section of threat we mentioned the Colgate PalmoliveisworkingunderthenameofLaksonGroupandLaksonisthePakistaniGroup.Inthe current scenario Pakistan is facing many problems in terms of economy in terms of terrorism andmanymore.Ifcompanygivesamessageofpatriotintheiradvertisementlike,helpPakistan byusingalocalcompanysproductBePakistani&BuyPakistani.

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References
The references that have been used in report are 1. Websites a. http//www.colgate.com.pk/ b. http//www.colgate.com c. http//www.lakson.com.pk/ d. http://www.lakson.com.pk/default.asp e. http//www.pg.com/en_PK/ f. http//www.unilever.pk/ g. http//www.wikipedia.org/ h. http//www.google.com.pk/ 2. Books a. Philip Kotler. 3. Person a. b. c. d. e.

Ayesha Yousuf (Sr. Brand ManagerBrite). Waseem Eiraj (Asst. Sales Manager (I.M.T) Syed Usman Ali (Zonal Operational Manager, Karachi). Shop Keepers. General Public

ColgatePalmolive|LaksonGroup