Capri Soap Report

Group Members:
Muhammad M. Bashsarat Chohan Qamber Ali M. Faryal Azad

Capri Soap Report

Contents:
................................................................................................... 1 .....1 ......................................................................1 ..................................................................................................1 1. Company name:...................................................................17 ................................................................................................. 17 ZULFEQAR INDUSTRIES LIMITED...............................................17 2. Marketing or Promotional Statement (Vision):......................17 Integrity: We do what we say.............................................17

Teamwork: Collaboration makes us stronger.........................17 Respect: Passion: For all individuals & diversities............................17 Commitment with hearts & minds......................17

Leadership: Inspiring towards a better future........................17 Excellence: Deliver the best.................................................17 Responsible: Towards business as well as society.................17 Learning: For continuous improvement............................17

To expand in the Home & Personal Care Business....................17 To enhance Corporate Image....................................................17 To become a global player in the personal care arena.............17 To be the Employer of Choice................................................17

Capri Soap Report

3. Product or Service Description..............................................18 Nature and detailed description of your product or service......18 3.1 What do you sell?.............................................................18 We sell Capri Soap. Since decades, Capri has been continuously satisfying the skincare needs of millions of Pakistani women. Beauty isnt skin deep and thats what Capris brand ideology speaks about. The famous yellow pack became the core identity of Capri and the fragrance is still held in high regard by our valued customers. In the 80s, Capri became the market leader. Many reasons which have always made Capri successful, never been aloof from the industry norms and trends. The brand has continuously given new offerings during the era of 90s when the consumers became more inclined towards natural products; Capri offered three new variants on the Natural Platform, Aloe Vera being the main ingredient................................................18 3.2 What are the benefits your products/services?...................18 Capris Natural Skincare and Wellness Range has five offerings for its consumers:.....................................................................18 Capri Moisturizing with Aloe Vera and Glycerin to keep skin soft and supply. Cleansing with Cucumber and Tea Tree for deep cleansing action. Nourishing with Peach and Yogurt Cream keeps the skin glowing all day long Vitalizing with Orange and Apricot to refreshes the skin and uplift sense. Softening with Gardenia and Sea Minerals rejuvenates the skin. The new range received a lot of appreciation since Capri proved to be the pioneer in the concept of wellness which has been well accepted by the consumers and received tremendous response form the market......................................................................................19 ................................................................................................. 19
1

Capri Soap Report

3.3 What is special, unique, or different about your product or service?....................................................................................19 Capri Aloe Vera Face Wash is your 100% Soap-Free and natural source for attaining soft, supple and glowing skin. Natural, gentle, and effective, Capri Pure Aloe Vera Face Wash cleanses your skin and makes it visibly clear and glowing. The natural Aloe Vera in Capri Pure Aloe Vera Face Wash works softly on your skin and moisturizes it to the glowing perfection that you deserve..................................................................................... 19 4. Market Analysis (PEST & SWOT)...........................................19 Service/Industry Background and Description..........................19 ................................................................................................. 19 The Business of Beauty & Well Being Making Lives Easier & More Beautiful In 1954, the Ali family started its soap business operations in a factory located at Hyderabad. To cater to the growing demand, the capacity needed to be increased; therefore the Ali family bought a defunct factory by the name of Zulfeqar Industries Ltd. in November 1980. This name was thereby adopted, making its official on November 6, 1986 after which it was registered on the Karachi and Lahore Stock Exchange. ZIL Limited (formerly Zulfeqar Industries Ltd.) excels in soap manufacturing with an experience of over 50 years. It has been constantly improving its systems and processes to meet the needs and preferences of its consumers over 5 decades. Great visionaries such as Syed Maratib Ali, Syed Wajid Ali and Syed Asad Ali have been part of this great legacy. The companys portfolio consists of renowned brands which
1

Capri Soap Report

make it the leading soap manufacturing and marketing companies in the country. Capris Natural Skincare and Wellness Range delivers a lifestyle to consumers in the premium segment. Palmy is positioned on the affordable beauty platform and gives consumers the best quality product in the popular segment. Opal was launched with an innovative concept of multi-packs i.e. four soaps in one pack, giving consumers best value for money. Champion and King Swan in the discounted segment offer value conscious consumers viable options and solutions for everyday laundry wash. ..........................................................................20 5. Market Segments.................................................................. 21 5.1 Defination:..........................................................................21 One cannot be everything to everyone, but can be everything to a selected few. This is the basis for segmentation. The definition of segmentation is market segmentation is a process of dividing a heterogeneous market into homogeneous sub units. Market segmentation is the identification of portions of the market that are different from one another. Segmentation allows the firm to better satisfy the needs of its potential customers. ...............................................................................21 A good market segmentation will result in segment members that are internally homogenous and externally heterogeneous; that is, as similar as possible within the segment, and as different as possible between segments. .................................21 5.2Market segmentation of Capri..............................................21 As mentioned above, market segmentation is done so as to satisfy the customers more efficiently. For a brand like Capri,

Capri Soap Report

which has a broad customer base, this factor becomes absolutely critical...................................................................... 22 ................................................................................................22 The segmentations are done basically on the basis of factors like: .......................................................................................... 22 Capri soap concentrates in the beauty soap category. A brief description of the various factors Capri Beauty Soap considers are: ..........................................................................................22 Gender: ................................................................................... 22 Capri has been, since its introduction seen as soap for women. Capri as a brand symbolises beauty. This was done in order to attract women who wanted to look and feel like the stars they idolised. ...................................................................................22 Age: .........................................................................................22 Capri is seen to mainly attract customers that fall within the age group of 16 to 35. In order to cater them, Capri comes up with new and interesting variants. Some of the latest entrants, Capri Softening, Moisturizing, Nourishing, and Vitalizing is mainly targeted at the youth. .............................................................22 Income: .................................................................................... 22 One of the essential characteristic of a Fast moving Consumer Goods (FMCG) product is an affordable price which is very important for its fast sales. Its the meeting point of demand for a product and its price that decide whether the product will sell or not. And the demand for a product is highly dependent on the income of the customer. Capri is not very costly toilet soap. Its price varies from Rs.18 to Rs.22.Therefore its target market starts from the middle income group. ......................................23

Capri Soap Report

6.Competitive Analysis - Strengths, Weaknesses, Opportunities and Threats..............................................................................23 6.1SWOT ANALYSIS Defination:................................................23 SWOT analysis is a basic, straightforward model that provides direction and serves as a basis for the development of marketing plans. It accomplishes this by assessing an organizations strengths (what an organization can do) and weaknesses (what an organization cannot do) in addition to opportunities (potential favorable conditions for an organization) and threats (potential unfavorable conditions for an organization). The role of SWOT analysis is to take the information from the environmental analysis and separate it into internal issues (strengths and weaknesses) and external issues (opportunities and threats). Once this is completed, SWOT analysis determines if the information indicates something that will assist the firm in accomplishing its objectives (a strength or opportunity), or if it indicates an obstacle that must be overcome or minimized to achieve desired results (weakness or threat) (Marketing Strategy, 1998). .........................................24 The SWOT analysis summarizes the external environmental factors as a list of opportunities and threats. ...........................24 6.2 SWOT PROFILE OF CAPRI....................................................24 STRENGTHS .............................................................................24 Strong Market Research (door to door sampling is done once a year in Urban and Rural Areas).................................................25 Many variants (Softening, Moisturizing, Nourishing, Vitalizing). 25 Strong brand image. Positioning focuses on the attractive beauty segment..............25

Capri Soap Report

Dynamically continuous innovation of the product and brand rejuvenation.............................................................................25 Perceived to have high value for money (strong brand promotion but relatively lower price which is a winning combination in the popular segment).....................................................................25 Though it is in popular segment, it is having mass appeal/market presence across all segments (15% of the soap market captured by Capri (sales / volume)..........................................................25 WEAKNESSES ........................................................................... 25 Capri is mainly positioned as beauty soap targeted towards women, hence it lacks unisex Appeal. Some variants like the sunscreen, and International variant did not do well in the market......................................................................................25 Capri is expensive than Competitors like as LUX......................25 OPPORTUNITIES .......................................................................25 Soap industry growing by 8% in PAKISTAN...............................26 Beauty segments Compounded Annual Growth Rate (CAGR) is very high. An indication of this is that Fair and Lovelys segment is increasing at a fast rate - Capri must reinforce its presence in the beauty segment.................................................................26 Retentive strategy required as the soap segment is in the mature stage of its product life Cycle.......................................26 Line extension probably with more variants catering to the beauty segment like natural, herbal soap etc. .........................26 Level of servicing is high during sales promotion schemes this could be brought down.............................................................26

Capri Soap Report

It has a large market share and hence has a strong hold over the market................................................................................ 26 THREATS .................................................................................. 26 New entrants/local competitors/MNCs would increase the competition (P&G, Unilever like as Lux)....................................26 High internal competition Lux also catering the beauty segment (also from HLL stable)................................................26 Excessive dependence on beauty segment makes Capri vulnerable to changing customer Tastes..................................27 Technological change makes the existing products obsolete Capri should focus on technological innovations like Body Wash. ................................................................................................. 27 Its in the maturity stage in the Product Life Cycle and has a threat of slipping down to decline stage if constant reinvention of the brand is not carried out. ................................................27 7. Marketing Research..............................................................27 7.1 Who are your competitors?.................................................27 All Beauty Soaps like as unilever and Palmolive beauty Soaps. 27 7.2 What do your competitors do better than you?...................27 The competitors do better because the provide more variants and less price...........................................................................27 7.3 What do you do better than your competitors?...................28 Provide better services.............................................................28 7.4 What is your competitive position?.....................................28 Unilever are in top position.......................................................28

Capri Soap Report

7.5 What is your market share?................................................28 The market share is captured 15 %..........................................28 7.6 Is your market shares increasing, shrinking, or stable?......28 Stable.......................................................................................29 7.7 How do your prices compare to your competitors' prices?..29 Capri provides high service so it charge higher price................29 7.8 What might keep you from achieving your goals?..............29 To become a global player........................................................ 29 7.9 Is your market changing in any ways?................................29 Yes............................................................................................ 29 8. Target Market:......................................................................30 8.1Target Market Definition......................................................30 Target Market is the specific group of customers that a company aims to capture. They have been identified as people with needs or wants that can be met with the products or services from this company................................................................................... 30 ................................................................................................. 30 Demographic and Psychographic Profile for Primary and Secondary Customers:..............................................................30 8.2 According to Geographics: ................................................30 Urban areas - As this product is targeted for the middle and upper income group, hence the urban areas are chosen as it.. 30 8.3 According to demographics: ..............................................31

Capri Soap Report

Gender female........................................................................31 Age group 18 to 35................................................................31 Income Lower middle class, upper middle class and lower upper class...............................................................................31 8.4 What are your target markets?...........................................31 The target market is Young Segment.......................................31 8.5 Who are your current customers?.......................................31 Youth........................................................................................31 8.6 Why do your customers actually buy your goods/services? 31 Because it provide better services than competitors................32 8.7 Who are your best customers and prospects?....................32 The best customer and prospects are Youth.............................32 9. Marketing Objectives............................................................32 9.1Revenue:.............................................................................32 Periods...................................................................................... 33 2007.........................................................................................33 2008.........................................................................................33 2009.........................................................................................33 2010.........................................................................................33 Revenue...................................................................................34 920,597,000.............................................................................34 1,105,489,000..........................................................................34

Capri Soap Report

1,350,144,000..........................................................................34 1,289,891,000..........................................................................34 9.2 Profits / Loss:......................................................................35 Periods...................................................................................... 36 2007.........................................................................................36 2008.........................................................................................36 2009.........................................................................................36 2010.........................................................................................36 Profits & Loss............................................................................37 40,619,000...............................................................................37 24,050,000...............................................................................37 51,244,000...............................................................................37 31,810,000...............................................................................37 9.3 Recommendation:............................................................... 38 In 2009, ZIL financial Values is satisfied condition and reach the peak point, but unfortunately in 2010, the profits shrinking too much, So please reposition the marketing Strategy.................38 9.4 What are your overall goals?..............................................38 To capture to overall target market and increase the 50% market share............................................................................38 10. Sales Plan...........................................................................38 10.1 Prospect Identification ..........................................39

Through the market research...................................................39

Capri Soap Report

10.2 Creating Awareness..........................................................39 Through the advertisement and public relation........................39 ................................................................................................39 Public Relations: ......................................................................39 Not only must the company relate constructively to customers, suppliers and dealers, it must also relate to a large number of interested publics. A public is any group that has an actual or potential interest in or impact on a companys ability to achieve its objectives............................................................................39 10.3 How do you sell your product/service?..............................39 17 ............................................................................................40 R & D and PROMOTIONAL ACTIVITIES ZIL believes in developing its product range with passage of time, results of which are a value added product range and better customer satisfaction. The promotion activities that are done for Capri soap: ............40 We give free online beauty tips Free samples distribution Free Capri gift hampers includes caps, t- shirts , key chains , pens.. 40 10.4 What are your sales practices?.........................................40 Sales promotion, a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. .....................40 11. Creative Strategy (all 4 ps) Media and Communications Strategy/Tactics........................................................................ 40 All three new Capri flavors (will be specifically for men. They will be for boys and men lying in the age group of 15 to 45. It is going to be for lower middle class upper middle class and lower

Capri Soap Report

upper class income group. It is going to be a luxurious soap having unique attributes that will solve some common problems that are found daily lives for men. All the new flavors of CAPRI soap for men have its own individual identity and its unique attributes. Capri GOLD provides antiperspirant skin Capri SILVER provides cool refreshing skin Capri BRONZE provides clear skin from sunburn Capri for men has the same price that is for normal CAPRI soap. Capri for men is providing improved lather quality......................................................................................41 Before Capri soap for men there were many body wash gels and face washes available for men of different international brands but they were of high prices. Capri will be the first to provide soaps for men in local market that will give effect of both body wash as well as face wash in a reasonable price. This product will not only be available in small packages but also be available in large and medium size packages. It s a new product with adequate market demand.................................................41 To sum it all the new Capri soap is all about.............................41 ................................................................................................. 42 11.1 OUTLINE MARKETING MIX FOR TEST MARKET ..................42 PRODUCT:................................................................................. 43 The new product is Capri soap exclusively for men It has three flavors One of the 4 flavors Capri Gold is for sweaty. Skins and contains antiperspirant ingredients the second one is Capri Silver which has ingredients which gives refreshing and cool effect where as the third one Capri bronze has ingredients to counter sunburns. The forth is Capri Oil and Honey Glow..............................................................................43 PRICE: ...................................................................................... 43

Capri Soap Report

The price of new Capri soap for men is same as that of pervious Capri soap. This way Capri soap will experience price advantage over other international body washes for men which usually cost more than 100 Rs/unit..............................................................43 ................................................................................................. 43 PROMOTION: ............................................................................ 43 Its promotion has to be done by media advertisement, radio advertisement. A few billboards, located on busy traffic Areas. Capri soap might also sponsor some famous Concerts or TV programs. For print advertisement, Dawns Images and Urdu newspaper Jang will be used.....................................................44 PLACE (DISTRIBUTION): ...........................................................44 Its distribution is to be in all prominent urban cities of Pakistan including : ................................................................................ 44 Karachi.....................................................................................44 Lahore......................................................................................44 Islamabad & Rawalpindi...........................................................44 Multan......................................................................................44 Hyderabad................................................................................ 44 Test Marketing: ........................................................................44 Test marketing will be done in Karachi because it consists of the target market only to see the response of the consumers. Capri Soap for men will be available in all major and minor departmental stores and retail outlets. For promotion of the new product, small sample size will be given out free of cost, at malls and markets.............................................................................45 ................................................................................................. 45
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Capri Soap Report

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Capri Soap Report

1. Company name:

ZULFEQAR INDUSTRIES LIMITED

2. Marketing or Promotional Statement (Vision):

Integrity: We do what we say Teamwork: Collaboration makes us stronger Respect: Passion: For all individuals & diversities Commitment with hearts & minds

Leadership: Inspiring towards a better future Excellence: Deliver the best Responsible: Towards business as well as society Learning: For continuous improvement

To expand in the Home & Personal Care Business To enhance Corporate Image To become a global player in the personal care arena To be the Employer of Choice

Capri Soap Report

3. Product or Service Description

Nature and detailed description of your product or service

3.1 What do you sell?

We sell Capri Soap. Since decades, Capri has been continuously satisfying the skincare needs of millions of Pakistani women. Beauty isnt skin deep and thats what Capris brand ideology speaks about. The famous yellow pack became the core identity of Capri and the fragrance is still held in high regard by our valued customers. In the 80s, Capri became the market leader. Many reasons which have always made Capri successful, never been aloof from the industry norms and trends. The brand has continuously given new offerings during the era of 90s when the consumers became more inclined towards natural products; Capri offered three new variants on the Natural Platform, Aloe Vera being the main ingredient.

3.2 What are the benefits your products/services?

Capris Natural Skincare and Wellness Range has five offerings for its consumers:

Capri Soap Report

Capri Moisturizing with Aloe Vera and Glycerin to keep skin soft and supply. Cleansing with Cucumber and Tea Tree for deep cleansing action. Nourishing with Peach and Yogurt Cream keeps the skin glowing all day long Vitalizing with Orange and Apricot to refreshes the skin and uplift sense. Softening with Gardenia and Sea Minerals rejuvenates the skin. The new range received a lot of appreciation since Capri proved to be the pioneer in the concept of wellness which has been well accepted by the consumers and received tremendous response form the market.

3.3 What is special, unique, or different about your product or service?

Capri Aloe Vera Face Wash is your 100% Soap-Free and natural source for attaining soft, supple and glowing skin. Natural, gentle, and effective, Capri Pure Aloe Vera Face Wash cleanses your skin and makes it visibly clear and glowing. The natural Aloe Vera in Capri Pure Aloe Vera Face Wash works softly on your skin and moisturizes it to the glowing perfection that you deserve.

4. Market Analysis (PEST & SWOT)

Service/Industry Background and Description

Capri Soap Report

The Business of Beauty & Well Being Making Lives Easier & More Beautiful In 1954, the Ali family started its soap business operations in a factory located at Hyderabad. To cater to the growing demand, the capacity needed to be increased; therefore the Ali family bought a defunct factory by the name of Zulfeqar Industries Ltd. in November 1980. This name was thereby adopted, making its official on November 6, 1986 after which it was registered on the Karachi and Lahore Stock Exchange. ZIL Limited (formerly Zulfeqar Industries Ltd.) excels in soap manufacturing with an experience of over 50 years. It has been constantly improving its systems and processes to meet the needs and preferences of its consumers over 5 decades. Great visionaries such as Syed Maratib Ali, Syed Wajid Ali and Syed Asad Ali have been part of this great legacy. The companys portfolio consists of renowned brands which make it the leading soap manufacturing and marketing companies in the country. Capris Natural Skincare and Wellness Range delivers a lifestyle to consumers in the premium segment. Palmy is positioned on the affordable beauty platform and gives consumers the best quality product in the popular segment. Opal was launched with an innovative concept of multi-packs i.e. four soaps in one pack, giving consumers best value for money. Champion and King Swan in the discounted segment

Capri Soap Report

offer value conscious consumers viable options and solutions for everyday laundry wash.

5. Market Segments
5.1 Defination:

One cannot be everything to everyone, but can be everything to a selected few. This is the basis for segmentation. The definition of segmentation is market segmentation is a process of dividing a heterogeneous market into homogeneous sub units. Market segmentation is the identification of portions of the market that are different from one another. Segmentation allows the firm to better satisfy the needs of its potential customers. A good market segmentation will result in segment members that are internally homogenous and externally heterogeneous; that is, as similar as possible within the segment, and as different as possible between segments.

5.2Market segmentation of Capri

Capri Soap Report

As mentioned above, market segmentation is done so as to satisfy the customers more efficiently. For a brand like Capri, which has a broad customer base, this factor becomes absolutely critical.

The segmentations are done basically on the basis of factors like:

Capri soap concentrates in the beauty soap category. A brief description of the various factors Capri Beauty Soap considers are:

Gender:
Capri has been, since its introduction seen as soap for women. Capri as a brand symbolises beauty. This was done in order to attract women who wanted to look and feel like the stars they idolised.

Age:
Capri is seen to mainly attract customers that fall within the age group of 16 to 35. In order to cater them, Capri comes up with new and interesting variants. Some of the latest entrants, Capri Softening, Moisturizing, Nourishing, and Vitalizing is mainly targeted at the youth.

Income:
1

Capri Soap Report

One of the essential characteristic of a Fast moving Consumer Goods (FMCG) product is an affordable price which is very important for its fast sales. Its the meeting point of demand for a product and its price that decide whether the product will sell or not. And the demand for a product is highly dependent on the income of the customer. Capri is not very costly toilet soap. Its price varies from Rs.18 to Rs.22.Therefore its target market starts from the middle income group.

6.Competitive Analysis - Strengths, Weaknesses, Opportunities and Threats

6.1SWOT ANALYSIS Defination:

Capri Soap Report

SWOT analysis is a basic, straightforward model that provides direction and serves as a basis for the development of marketing plans. It accomplishes this by assessing an organizations strengths (what an organization can do) and weaknesses (what an organization cannot do) in addition to opportunities (potential favorable conditions for an organization) and threats (potential unfavorable conditions for an organization). The role of SWOT analysis is to take the information from the environmental analysis and separate it into internal issues (strengths and weaknesses) and external issues (opportunities and threats). Once this is completed, SWOT analysis determines if the information indicates something that will assist the firm in accomplishing its objectives (a strength or opportunity), or if it indicates an obstacle that must be overcome or minimized to achieve desired results (weakness or threat) (Marketing Strategy, 1998).

The SWOT analysis summarizes the external environmental factors as a list of opportunities and threats.

6.2 SWOT PROFILE OF CAPRI

STRENGTHS

Capri Soap Report

Strong Market Research (door to door sampling is done once a year in Urban and Rural Areas). Many variants (Softening, Moisturizing, Nourishing, Vitalizing) Strong brand image. Positioning focuses on the attractive beauty segment. Dynamically continuous innovation of the product and brand rejuvenation. Perceived to have high value for money (strong brand promotion but relatively lower price which is a winning combination in the popular segment). Though it is in popular segment, it is having mass appeal/market presence across all segments (15% of the soap market captured by Capri (sales / volume).

WEAKNESSES
Capri is mainly positioned as beauty soap targeted towards women, hence it lacks unisex Appeal. Some variants like the sunscreen, and International variant did not do well in the market. Capri is expensive than Competitors like as LUX.

OPPORTUNITIES
1

Capri Soap Report

Soap industry growing by 8% in PAKISTAN. Beauty segments Compounded Annual Growth Rate (CAGR) is very high. An indication of this is that Fair and Lovelys segment is increasing at a fast rate Capri must reinforce its presence in the beauty segment. Retentive strategy required as the soap segment is in the mature stage of its product life Cycle. Line extension probably with more variants catering to the beauty segment like natural, herbal soap etc. Level of servicing is high during sales promotion schemes this could be brought down. It has a large market share and hence has a strong hold over the market.

THREATS

New entrants/local competitors/MNCs would increase the competition (P&G, Unilever like as Lux). High internal competition Lux also catering the beauty segment (also from HLL stable).

Capri Soap Report

Excessive dependence on beauty segment makes Capri vulnerable to changing customer Tastes. Technological change makes the existing products obsolete Capri should focus on technological innovations like Body Wash. Its in the maturity stage in the Product Life Cycle and has a threat of slipping down to decline stage if constant reinvention of the brand is not carried out.

7. Marketing Research
7.1 Who are your competitors?

All Beauty Soaps like as unilever and Palmolive beauty Soaps.

7.2 What do your competitors do better than you?

The competitors do better because the provide more variants and less price.
1

Capri Soap Report

7.3 What do you do better than your competitors?

Provide better services.

7.4 What is your competitive position?

Unilever are in top position.

7.5 What is your market share?

The market share is captured 15 %.

7.6 Is your market shares increasing, shrinking, or stable?

Capri Soap Report

Stable.

7.7 How do your prices compare to your competitors' prices?

Capri provides high service so it charge higher price.

7.8 What might keep you from achieving your goals?

To become a global player.

7.9 Is your market changing in any ways?

Yes

Capri Soap Report

8. Target Market:
8.1Target Market Definition

Target Market is the specific group of customers that a company aims to capture. They have been identified as people with needs or wants that can be met with the products or services from this company.

Demographic and Psychographic Profile for Primary and Secondary Customers:

8.2 According to Geographics:

Urban areas - As this product is targeted for the middle and upper income group, hence the urban areas are chosen as it.

Capri Soap Report

8.3 According to demographics:

Gender female Age group 18 to 35 Income Lower middle class, upper middle class and lower upper class

8.4 What are your target markets?

The target market is Young Segment.

8.5 Who are your current customers?

Youth

8.6 Why do your customers actually buy your goods/services?

Capri Soap Report

Because it provide better services than competitors.

8.7 Who are your best customers and prospects?

The best customer and prospects are Youth.

9. Marketing Objectives
9.1Revenue:

Capri Soap Report

Periods

2007

2008

2009

2010

Capri Soap Report

Revenue

920,597, 000

1,105,489, 000

1,350,144, 000

1,289,891, 000

Capri Soap Report

9.2 Profits / Loss:

Capri Soap Report

Periods

2007

2008

2009

2010

Capri Soap Report

Profits & Loss

40,619,0 00

24,050,000

51,244,00 0

31,810,00 0

Capri Soap Report

9.3 Recommendation:

In 2009, ZIL financial Values is satisfied condition and reach the peak point, but unfortunately in 2010, the profits shrinking too much, So please reposition the marketing Strategy.

9.4 What are your overall goals?

To capture to overall target market and increase the 50% market share.

10. Sales Plan

1

Capri Soap Report

10.1 Prospect Identification

Through the market research.

10.2 Creating Awareness

Through the advertisement and public relation.

Public Relations:

Not only must the company relate constructively to customers, suppliers and dealers, it must also relate to a large number of interested publics. A public is any group that has an actual or potential interest in or impact on a companys ability to achieve its objectives.

10.3 How do you sell your product/service?

Capri Soap Report

17

R & D and PROMOTIONAL ACTIVITIES ZIL believes in developing its product range with passage of time, results of which are a value added product range and better customer satisfaction. The promotion activities that are done for Capri soap: We give free online beauty tips Free samples distribution Free Capri gift hampers includes caps, t- shirts , key chains , pens.

10.4 What are your sales practices?

Sales promotion, a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

11. Creative Strategy (all 4 ps) Media and Communications Strategy/Tactics

1

Capri Soap Report

All three new Capri flavors (will be specifically for men. They will be for boys and men lying in the age group of 15 to 45. It is going to be for lower middle class upper middle class and lower upper class income group. It is going to be a luxurious soap having unique attributes that will solve some common problems that are found daily lives for men. All the new flavors of CAPRI soap for men have its own individual identity and its unique attributes. Capri GOLD provides antiperspirant skin Capri SILVER provides cool refreshing skin Capri BRONZE provides clear skin from sunburn Capri for men has the same price that is for normal CAPRI soap. Capri for men is providing improved lather quality. Before Capri soap for men there were many body wash gels and face washes available for men of different international brands but they were of high prices. Capri will be the first to provide soaps for men in local market that will give effect of both body wash as well as face wash in a reasonable price. This product will not only be available in small packages but also be available in large and medium size packages. It s a new product with adequate market demand.

To sum it all the new Capri soap is all about...............

Capri Soap Report

11.1 OUTLINE MARKETING MIX FOR TEST MARKET

Capri Soap Report

PRODUCT:

The new product is Capri soap exclusively for men It has three flavors One of the 4 flavors Capri Gold is for sweaty. Skins and contains antiperspirant ingredients the second one is Capri Silver which has ingredients which gives refreshing and cool effect where as the third one Capri bronze has ingredients to counter sunburns. The forth is Capri Oil and Honey Glow.

PRICE:
The price of new Capri soap for men is same as that of pervious Capri soap. This way Capri soap will experience price advantage over other international body washes for men which usually cost more than 100 Rs/unit.

PROMOTION:

Capri Soap Report

Its promotion has to be done by media advertisement, radio advertisement. A few billboards, located on busy traffic Areas. Capri soap might also sponsor some famous Concerts or TV programs. For print advertisement, Dawns Images and Urdu newspaper Jang will be used.

PLACE (DISTRIBUTION):
Its distribution is to be in all prominent urban cities of Pakistan including : Karachi Lahore Islamabad & Rawalpindi Multan Hyderabad

Test Marketing:

Capri Soap Report

Test marketing will be done in Karachi because it consists of the target market only to see the response of the consumers. Capri Soap for men will be available in all major and minor departmental stores and retail outlets. For promotion of the new product, small sample size will be given out free of cost, at malls and markets.

Capri Soap Report