Advertisement & Promotion

Submitted to: Prof. Awais Khan

Submitted By:
Muhammad Jahanzaib l1s12mbam0118
Mudassar shahzad l1s12mbam1123
Nouman Saeed l1s12mbam1163

Section: C

Date: 20-6-2013

1
 In the name of Allah, the most compassionate, the most merciful.

THE EXORDIUM

Nothing is deserving worship Almighty Allah, the most

Merciful, Compassionate and Gracious. All praises for him because he is the
creator of this mysterious universe and guides us with the Holy Prophet
Mohammed (Peace be upon him) and Holy Quran to explore it. We
supplicate that Allah grant us serenity to accept the things we cannot change,
courage to change the things we can, and wisdom to know the difference.

2
 ACKNOWLEDGEMENT

All praises belong to almighty Allah who is the supreme authority knows the
ultimate relations underlying all sorts of phenomenon going on in this
universe and whose blessings and exaltation flourished our thoughts and
thrive our ambitions to have the cherished fruit of our modest efforts. We also
offer our humblest thanks to HOLY PROPHET HAZRAT MUHAMMAD
(PBUH) who is the forever torch of guidance and knowledge for humanity as
a whole.

We deem it our utmost pleasure to avail this opportunity to

express gratitude and deep sense of obligation to our Professor Awais Khan
for his valuable and dexterous guidance, scholarly criticism, untiring help,
compassionate attitude, kind behavior and moral support. We are extremely
obliged to him as he trusts in our eligibility and give his precious time and
assist us a lot in erudition.

3
 Table of Contents
Topics
Page nos.

Executive summary

Company profile

Product profile

Vision

Mission statement

Goals and objectives

Segmentation

Target market

Positioning

Consumer behavior in specific industry

Competitor’s analysis

Competitive analysis

Brand dynamics and features

Product life cycle

Differentiation

4
SWOT Analysis

BCG Matrix

Ansoff Matrix

Competitive edge

Product decisions and recommendations

Pricing decisions and recommendations

Placement/ distribution channel decisions & recommendations

Promotional decisions and strategies (It must include a TVC, a Radio

spot, a print ad; include BTL activities in your campaign to make it
worth while.) Like teasers etc.

Contingency plan

Summary

References

5
 Executive Summary

This product with the name of QuickShamp is a very unique concept of

redefining beauty. No such formula has been developed and launched by any
of the companies in Pakistan so ar. This is a dry shampoo serving a huge
target market, mainly focusing on the teen agers and university and college
going young enthusiastic people. This shampoo serves the same benefits to
the users as it cleans, revitalizes the hairs and can be used for any type of hair
like the other regular shampoos but a very vivid distinction in its physical
properties. It saves the precious time of its consumers. The company owns its
own distribution channels. The company is of the opinion that this new
concept will definitely be appreciated by a large group of people because of
its uniqueness, time saving properties and the desired outcome. The company
identifies the need and emphasize on the convenience of consumers by
fulfilling one of the requirements of human life. The company focuses on
earning profits by delivering satisfaction. The company believes that this
product will be one of the power brands in the category of personal care
products. Unilever aims to launch this product initially in three cities where
as its demand will let this product to be sold at macro level that is country
wide followed by global distribution.

6
 Company and Product Profile

Company Profile

Unilever is one of the world’s most successful consumer good companies.

They have a portfolio of brands that are popular across the globe - as well as
regional products and local varieties of famous-name goods. Unilever is one
of the world's leading suppliers of fast-moving consumer goods. Here are
some recent highlights from the three global divisions - Foods, home care
and personal care.
Foods
 The acquisition of Bestfoods in 2000 brought the leadership in the
culinary category. Knorr is now the biggest brand, with €2.3 billion
sales in over 100 countries and a product range covering soups,
bouillons, sauces, noodles and complete meals.
 Unilever is the number one producer of frozen foods in Europe, under
the Findus brand in Italy, Birds Eye in the UK and Iglo in other
European countries.
 Unilever is the category leader in margarine and spreads in most
European countries and North America, with brands such as Becel (the
Netherlands), Flora (UK) and Take Control (US). They have met
consumer demand for healthy foods by launching pro.active, a spread
which contains ingredients that can help reduce cholesterol levels.
 In the branded olive oil category Unilever is a leader, the most
important brand being Bertolli. Appealing to consumers' taste for
Mediterranean food, they have launched Bertolli pasta sauces and
dressings.

7
  Unilever is the world's leading ice cream producer, with brands such
as Algida and Wall's in Europe, and Ben & Jerry's in the United States.
Innovations such as Magnum snack-sizes and Cornetto miniature and
multi-packs have sparked progress.
 Unilever is the largest seller of packet tea in the world through our
Lipton and Brooke Bond brands.             
       
Home & personal care
 Unilever lead the home care market in much of the world, which
includes cleansing and hygiene products.
 Many of home care products are market leaders including Brilhante,
Cif, Comfort, Domestos, Omo, Skip and Snuggle.
 Within the personal care market, Unilever is a global leader in
products for skin cleansing, deodorants and antiperspirants.
 Unilever’s global core brands in the personal care market are Axe,
Dove, Lux, Pond's, Rexona and Sunsilk.

Product Profile

We launch our product as a brand team of Unilever in the category of home

and personal care products. Our product is named as QuickShamp.
QuickShamp is basically a combination of two products i-e “the dry
shampoo” and “the powdered dye.”
The dry shampoo:
Dry shampoo is a new concept in Pakistan; however it is quite a common
phenomenon in the west dry shampoo cleans the excess oil and dirt from the
scalp and vitalizes your hair without the need of a wash.

8
The temporary dye
What glamour QuickShamp can bring to you is that they are providing dye in
the dry shampoo which not only rejuvenate your hairs but also give you a
sense of freshness alone with the dyed hair of the color of your choice. What
all you have to do is to shake the bottle well before use and then spray the
content in your hair.. In just a few minutes QuickShamp will give you
beautiful hairs dyed in the perfect shade of your choice. QuickShamp is the
easiest and convenient way to clean your hair with the choice of attractive
colorful hairs.

Time of launch
We are going to launch the QuickShamp in the first week of July, 2013. As
July is the summer season in Pakistan, so the brand team has decided to
launch the product in the same month so that we can have maximum trials.

How to use QuickShamp

Using QuickShamp is an easy and worth trying process. All you need to do is
shake the bottle before use and spray the contents into your scalp. In just few
minutes the shampoo absorbs the extra moisture and dirt on your scalp and
you are left with clean, tidy, beautiful and revitalized hair. In short you get
the same results as a ‘fresh hair wash’, but without any kind of hassle and
time consumption. With QuickShamp we are providing you the liberty to
carry your shower in your purse, everywhere and anywhere.

9
The innovation:
For the first time in Pakistan, we as brand managers of Unilever Pakistan are
introducing the concept of dry shampoo with the brand name
“QuickShamp”.
This concept is very well known in the west; however most companies
are providing dry shampoo in powdered form which makes its application a
little difficult. Realizing these consumers complain, we at Unilever Pakistan
have planned to introduce dry shampoo in liquid form in the spray bottle.
That is not all; we are also providing a dye in the dry shampoo. Serving two
benefits. That is if you want to cleanse your hair along with an attractive color
dyed hair, all you have to do is to shake the bottle and spray the content, you
will have a desired color in a minute along with the same benefit that is fresh
and revitalized hairs.
Logo:

Tag line:

“Miracle in a minute”

Vision

The four pillars of our vision set out the long term direction for the company
– where we want to go and how we are going to get there:
10
  We work to create a better future every day
 We help people feel good, look good and get more out of life with
brands and services that are good for them and good for others.

 We will inspire people to take small everyday actions that can add up
to a big difference for the world.

 We will develop new ways of doing business with the aim of doubling
the size of our company while reducing our environmental impact.

We've always believed in the power of our brands to improve the quality of
people’s lives and in doing the right thing. As our business grows, so do our
responsibilities. We recognize that global challenges such as climate change
concern us all. Considering the wider impact of our actions is embedded in
our values and is a fundamental part of who we are.

Mission Statement of QuickShamp

“With the launch of Pakistan’s first ever dry shampoo QuickShamp aims to redefine
beauty by offering a time saving alternative to traditional hair wash, using high
quality natural ingredients keeping in mind its target market.”

Goals and Objectives

Following are some goals and objectives of QuickShamp:

 To get the market share by 5% within two years of our operations.

11
  To redefine the concept of beauty by making a quick and easy process.

 To gain the consumer acceptance for the concept of dry shampoo.

 To make QuickShamp the first choice for all shampoo consumers.

Segmentation

Following are some of the characteristics of the identified segment that we

aim to cater.

Geographic characteristics
As far as the geographic characteristics are concerned, QuickShamp is best for
people in urban areas who are always facing the challenge of keeping pace
with the times. These individuals do not have hours to spend on hair wash
and styling yet their lifestyle demands looking neat, clean and formal.
Therefore we consider QuickShamp to be the ultimate solution for them.
Apart from that, cities with hot climatic conditions, where it is a must to
cleanse ones hair on daily basis, will also be our focus. Individuals in these
cities have to wash their hair daily and daily shampooing may result in hair
damage and in severe cases hair loss as well. So QuickShamp will eliminate
the need of shampooing ones hair everyday while keeping them neat and
cleansed.

Demographic characteristics
Age:
Although QuickShamp is appropriate for all age groups. However, our main
focus will be on individuals aged between 14 -34, as this range includes
college and university students, working men and women, fashion models

12
and even newly wed brides. All these individuals have lifestyles that oblige
them to look good without wasting hours for the cause.

Income:
The price of QuickShamp is very reasonable as compared to the international
branded dry shampoos. So the average income of our customer should be Rs.
25000 and onwards.

Social class:
As far as the social class is concerned we focus on the upper middle, middle
and elite class. It depends upon the value of QuickShamp to these different
classes. For the middle class QuickShamp would be an occasional purchase,
for the upper middle class it will be a necessity as they are the ones who are
always challenged by time constraints and for the elite class QuickShamp
would be satisfying their prestige and social needs and they might also buy it
as a fashionable item or because it would be the talk of the town.

Gender:
Although shampoos are often associated with females, QuickShamp aims to
focus on both males and females as it is a means to cleanse ones hair instantly
which is a requirement for both the genders. Therefore we can say that
QuickShamp is equally good for both men and women.

13
Psychographic segmentation
We aim to focus on individuals with the following psychographic
characteristics:
 People with a busy lifestyle and who find it time consuming to wash
and style their hair everyday.
 People engaged in professions that demand instant hair cleansing and
styling for example: professional models, TV hosts and film and TV
celebrities.
 Corporate sector men and women who always have to be on their toes
to keep up with the best and cannot afford to look informal at an
unplanned meeting.
 University and college going students who have the desire to flaunt
their hair but cannot manage to wash them every day.

Behavioral segmentation
Through secondary research data it was found that shampoo consumption
varies from person to person on the basis of usage rate and lifestyle. Among
these usage rate is one characteristic that belongs to behavioral segmentation.
Every market has mild, heavy and light users. Our main focus would be on
“heavy” users or in other words people who have the need to shampoo on a
daily basis or more often.

Target market

Apparently it seems as if shampoos like these are made to cater to the needs
of working women only. However, QuickShamp aims to cater a huge market.
Following are some of the members of our vast target market.

14
  Working men and women
People belonging to this segment often face situations in which they have
to attend two or three events in a day or perhaps consecutive days and they
do not have time to clean, blow dry, straighten or style their hair each time.
Well, then QuickShamp is definitely the solution to all their problems.
QuickShamp is safe to use every day or even multiple times a day.

 College/ university going boys and girls

College and university life is fast and hectic. Student’s don’t have enough
time to spend hours setting, styling and cleaning their hair. For this
purpose, QuickShamp will serve to be the ultimate solution. Students
specially girls can carry it easily in their bags and do wonders with their
hair in few minutes. So, whether it’s a fair well party, a college carnival or
a surprise event to attend, you don’t need to worry about your hair if you
have QuickShamp in your bag.

 Newly wed brides

Well this is one of the segments that QuickShamp aims to cater most.
Weddings today are not just a three day event. The festivities, celebrations
and functions including dinners and lunches consume most of a couples
time. The bride specially has to take care of many things in a short span of
time. From the pressure of looking good to the burden of handling all the
15
 new responsibilities, she has no time to waste. Realizing this need,
QuickShamp aims to liberate the newly wed brides from the hectic job of
hair wash and hair styling again and again.

 People facing the problem of hair loss and hair damage

Nothing that we consume today in our diet is as pure as it was during the
youth of our ancestors, therefore many youngsters are exposed to the
problem of hair loss and frequent hair wash and shampooing also makes the
root of hair weak. Also thanks to the “Fashion Fever” women today
frequently expose their hair to blow dryers, straighten, curlers, roles etc
which add to the damage and make their hair look dry, damaged and rough.
Keeping this problem in mind, we have added herbal contents in our formula
to ensure that QuickShamp not only protects your hair from damage but also
strengthens them from root to reduce hair loss significantly. Also as you don’t
need to wash your hair, QuickShamp freshens up the blow dried,
straightened or curled looked, hence preventing the use of these equipments
again and again. In short, QuickShamp is not just a shampoo but a complete
hair treatment from all aspects.

All in all, we can say that anybody who has hair and the desire to
flaunt them without damaging them is included in our target market.

Positioning

We aim to position QuickShamp as the fastest solution for all the time
consuming hair wash and hair management problems. QuickShamp
redefines the concept of looking beautiful as it makes the whole process easy,

16
quick and manageable. It will make shampoo a portable item with which one
can revitalize ones hair anywhere and anytime in just a few minutes.
QuickShamp will prove to be a breath of fresh air for individuals (both men
and women) who have always desired to flaunt their hair but have been
disturbed by time. We want people to perceive QuickShamp as a quick and
easy way to look and feel good about their hair.
QuickShamp has a wide variety of benefits most important of them being the
freedom to cleanse your hair anywhere and anytime without the need to
wash them.
Other benefits include:
 Removal of excess oil and dandruff from the scalp.
 Protection against hair damage.
 The choice of dyeing ones hair in a wide variety of shades in just a
few minutes.
Fulfilling both prestige and social needs of individuals by making them feel
more confident and good about their appearance.

Consumer behavior in specific industry

The study of consumers helps firms and organizations improve their

marketing strategies by understanding issues such as the psychology of
consumers, how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products, and retailers); or influenced by his or her
environment (e.g., culture, family, signs, media);
Research often helps us reduce risks associated with a new product, but it
cannot take the risk away entirely. That is why we have also conducted research

17
to know that whether people are willing to shift from the regular shampooing
to the advanced dry shampoos.
For this purpose we have conducted a survey that reveals what and how
people think about this new charm. We gather information through
questionnaires that provides us a tremendous amount of information that
will be discussed in detail below. But the crux of the whole situation is that
people are willing to give this new invent a try at least.
Shampoo is personal hygiene product that is very essential in our daily
needs. It feeds consumers’ physiological needs as it cleans the hair and
provides other additional benefits such as conditioning, reducing dandruff,
moisturizing, nourishing and etc. There are countless brands in the market
and only the famous ones are those that we usually hear of.
Consumers purchase by recognizing the brand and sometimes ignore
the fact about quality and price.
There are also consumers whose purchase based on its value for
money, quality, peer pressure and so forth. The intention to purchase
shampoo is thus influenced by all these factors.
One  of  the  biggest  barriers  to  shampoo  usage  is  the  consumer 
perception  that  it  harms  the  hair.  Thus  we typically  focuses   on 
defending  the  new product  against  accusations  by  promoting  the 
strength,  nourishment  and  beauty  of  the  hair along with the convenience
keeping in mind the precious time of customers.

It has been observed that

 20% people use not only shampoos but home remedy is also preferred
because of its uniqueness of effectiveness. People also use more than
one shampoo or keep two shampoos

18
  40% People buy those shampoos giving them maximum benefits.
Female normally look for shampoo matching with their hair type but
male look for combination of benefits i.e. 1st hair problem and then
fragrances followed by price.
 25% of customers are influenced by advertisement
 15% people change their shampoos occasionally but there are people
who never change their shampoo i.e. they are satisfied with their
current brand.   

Behavior of shampooing

People normally shampoo twice a week or three to four times a week.

Most people normally buy sachets available followed by above 200ml pack.
Most people know of the brands through advertisements. Next come
magazines, and then the newspapers. Satisfaction is maximum drawn with
people from the brands, which attract most because of perceived quality and
brand image.   The consumers of shampoo are very sensitive and they are
very much aware of the products. Awareness about the product regarding
the ingredients is very high in the consumers. Influence in the purchase of the
shampoos mainly depends on the hair problem and a surety to solve that
problem given by the brand. Influence of doctor and family is also very high.
Attributes of a particular brand also play an important role in the purchase.
Attributes like reasonable price, fragrance, quality, & medications plays its
significant role. By the analysis we can conclude that consumers in the
shampoo market are not much conscious about the price but its quality plays
important role.

Consumers  in  the  age  group  below 20  and  20 - 29  are  more 
innovative  as  compared  to  the  other  age  groups. It  has  been  observed 
from  the  study  that  females  shampoo  their  hair  thrice  a  week, while 
19
males  prefer  using  shampoo  on  alternate  days. From  the  survey  it  was 
found  that  the  Medium  size  pack  of  shampoos  with  quantity  of  100  ml 
to  250  ml  is  the  most  frequently  purchased  pack. 

According  to  our  sample  51 %  of  the  people  across  different  age 
groups  and  income  groups prefer  this  packaging. It  can  be  concluded 
that  a  majority  (58%)  of  the  consumers  change  their  shampoo 
occasionally. These  consumers  also  tend  to  test  the  quality  of  new 
launches. 

Non availability  is  another factor  which  to  a  certain  extent,  has 
prompted  many  consumers  to  use  more  than  one  brand  simultaneously.
A  significant  figure  of   57%  of  the  consumer  tend  to  shift  to  another 
brand  due  to  non - availability  of  their  brands.
Hair problems are the most important one.
People select shampoo(s) with reference to their hair problems. Hair type also 
plays a very important role. While  selecting  a  shampoo  consumers  take 
care  to  select  the  shampoo  according  to  their  hair  type.
Our product QuickShamp is all purpose that is why it is liked by almost the
all the people from the age groups of 15 to 35.

Competitor’s Analysis

We have categorized the QuickShamp’ competitors into two categories that

are as follows:

1. Industry competitor
2. Market competitor

20
Industry competitor:
QuickShamp does not have any industry competitor in Pakistan
market right now. No company is offering such a shampoo which offers the
instant cleaning of the hair even without using the water. So QuickShamp
does not have any such competitors which are close substitutes to it.

Market competitor:
QuickShamp have many market competitors. Market competitors are
those which satisfy the same customer need. So there are many shampoos in
the market that are used for shampooing of hair. e.g. Head & Shoulders,
Bioamla and many other imported shampoos. So although QuickShamp have
many market competitors, but QuickShamp has the competitive edge on
other products due to the convenience and ease of use, it is providing. And
because of these attributes QuickShamp will grab the market share in the dry
shampoo category of Pakistan market.

Brand Dynamics and features

Today it’s very important for every brand to focus on not only adding
features to their product but also communicating these features to the target
audience. There by, here are some of the features of our brand:

1. Easy to grip and carry bottle

2. Convenience for shampoo of hair
3. Provide temporary dye
4. Help protect against hair fall.

21
 5. Quick way to clean your scalp from excess oil
6. Earth friendly ingredients are used.
7. Ingredients are not harmful to the environment and the ozone layer.
8. Natural materials such as botanical extracts, natural oils, proteins, and
vitamins preventing hair fall and hair damage.
9. Additives such as zinc parathion are included to address the problem
of dandruff.
10. Eye catching colors- perfect combination of grey and pink

Competitive Edge

The biggest edge that we have is that UNILIVER is the first company
to launch the concept of dry shampoo in Pakistan. We in fact have no direct
competitors in Pakistan. “QuickShamp” thus is the introduction of a new
concept and is hoped to gain consumer acceptance in a very short spam of
time as it has been designed keeping in mind the need of the time.

Pricing decisions and recommendations

Pricing:
The pricing of QuickShamp has been done keeping the following point
in our mind:
 The buying power of our target audience.
 How much does the brand concept value to them.
 The usage rate of our main customers.

22
  The price of alternative available.

Placement/ Distribution Channel Decisions &

Recommendations

Marketing channels are sets of interdependent organizations which are

involved in the process of making a product or service available for use or
consumption. Marketing channel decisions are among the most critical
decisions facing the management.
By placement we mean making the product available at several places
for the use of the final consumer. Placement decisions can be of several types
which are made depending on the type of the product. As far as the
distribution channels are concerned these are made in order to ensure the
right placement of the product at the desired places. And all these
organizational sales and distribution activities need to be monitored and
managed, so will those of the distribution chain.

In practice, many organizations use a mix of different channels; in

particular, they may complement a direct sales force, calling on the larger
accounts, with agents, covering the smaller customers and prospects. These
channels show marketing strategies of an organization. Effective management
of distribution channel requires making and implementing decision in these
areas.

For our product QuickShamp we will go for exclusive distribution that

is we will made our product available at the global stores and the modern
retail stores in Lahore, Islamabad and Karachi. These stores are few in
number and they maintain a very good internal environment. Our product
will be placed at a very catchy place inside these stores. The global customers
23
such as Hyperstar, Metro and a few modern retail stores will carry gondolas
of our product.

Unilever maintains their own distribution channel that is why

placement will make sure by them at all the respective places discussed
earlier. Besides that we need not use another distribution channel because the
channel maintained by the company is smart enough to ensure the
availability of the product in all the above mentioned areas.

Recommendations

 In case of successful launch:

We will make our product extensively available in the market after four
months of our launch provided that we get the desired response from the
customers. If the demand is increasing rapidly and awareness is well created
then we will use extensive distribution in the future.

 In case of unsuccessful launch:

If we fail to create the demand and awareness of our product QuickShamp

we will make this product available at only the global customers and key
accounts in all the three cities, Karachi, Lahore and Islamabad.

Then we will change some of the attributes of the product, relaunch it with
different variants and better positioning, change our ad and then try to create
demand for our product.

We will keep in touch with our customers definitely by taking their feedback
through lever raabta and various surveys on weekly basis in the beginning
and then on quarterly basis later on.

24
 Promotional decisions and strategies (It must
include a TVC, a Radio spot, a print ad; include BTL
activities in your campaign to make it worth while.)
Like teasers etc.

Promotional Strategies and Decisions

Promotional Strategies
In the initial stage of our launch of the product we will use push strategy. As
our product are available at the global and the Modern Retail stores where
category captains are allotted to give consultancy for this new product.
Besides that BTL Activities side by side to this campaign will help us a lot to
promote this product.
Whereas a few month after the launch if the demand reaches to our
expectations and the people are found willing to purchase this product we
will use pull strategy and also work out on different kinds of ads at different
demands.
At the initial stage we will made the ads that are informative and they tell the
people about the benefits and usage of this product. Whereas when we will
be able to generate the demand we will use competitive ads highlighting our
positioning.

25
 Promotional Decisions

Promotional decisions include the following activities.

 TVC
 Radio spot
 Print ad
 BTL

BTL activities (Below the Line):

As lives of consumers have become much diverse, the number of consumer
touch points too has increased, it has become imperative to have a composite
marketing strategy to make sure that maximum touch points are covered. For
this purpose Unilever brand team has decided to give the equal importance to
BTL activities as ATL. For BTL we will be doing the following activities:

 College activities:
We will be arranging college activities for the promotion of QuickShamp. As
youngsters are our target market so this is the best way to find out the pool of
youngsters to whom we can give the product knowledge. We would be
arranging a stall activity in the colleges and tell the students about
QuickShamp, its use, its benefits and about the convenience it is providing.

 Trial outside the malls and key accounts:

The other BTL activity we would be doing is the trial of QuickShamp outside
the malls. Personals will be hired who will have the stall outside the mall and

26
key accounts and will offer the trial to the people. And they will be telling
and guiding the people the right way of using the product, its features and
attributes.

 Ad play on screens outside and inside the Malls:

The second activity we will be using is play of ad on the screen outside the
big shopping malls. A series of advertisements on the screen will be played.
We will pay for a month and our ad will be run for some seconds after every
5 to 10 mins.

BTL implementation plan

 We will be doing college activities and trial outside the malls and key
accounts simultaneously for the first four month of launch. As both of
these are activities will be creating awareness of the product among
the targeted people.
 The first two activities will create awareness among the people, and
also be helpful in telling the people the right way of using the
QuickShamp.
 The third BTL activity that is ad play on screens outside and inside the
malls will be implemented after 4 months of the launch to remind the
people about the QuickShamp.

27
 Contingency Plan

Although we have done adequate market research and look forward for the
success of our brand, however failure is an unpredictable phenomenon. For
this reason we have designed two contingency plans. These are following:

1. If our product fails to require the desired response, we shall conduct a

primary research encompassing Questionnaire and direct mail
surveys. In this survey we shall inquire our consumers about what
changes do they want in our product and we shall change it
accordingly.

2. We will pay more attention to BTL activities. We shall introduce

smaller SKU’s and induce trial in universities and colleges by free
sampling.

Summary

Summarizing the whole topic in a nut shell we are of the opinion that this
new concept will definitely be appreciated by a large group of people because
of its uniqueness, time saving properties and the desired outcome. We
emphasize on the convenience of consumers by fulfilling one of the
requirements of human life. We focus on earning profits by delivering
satisfaction. We believe that this product will be one of the power brands in
the category of personal care products. This product carries such a features
that one find himself bind to purchase this product for the first time and then
for every time. If right strategies are put up in the right direction nothing can
put hurdles in its way to success. This product is environment friendly as
well as full of convenience and these attributes play a vital role in its way to
grow.
28
References

29