Product launch

Youth Body Spray MBA(Previous) 2k15

First year 1st semester Effort By:

RAJ KUMAR SADHWANI

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Introduction PNDR Group first time launching new product Youth Freshness as a ' body spray', the first product to combine dual fragrance with deodorant. Our product is unique in sense that it provides with unique flav two fragrance in Body spray first time in Pakistan.

Our Vision To become the PNDR Cosmetic company of choice that offer the best marketing plan/earning opportunities and to become a lead in the production and distribution of body spray and perfumes by continuously producing top different quality product at affordable prize Our goal is to ensure that important values such as quality, freshness, are delivered to our consumers in the 21st Century. 

S.W.O.T ANALYSIS

STRENGTH: High differentiation factor due to factors like humidity absorption, dual fragrances in

single pack. wide range of fragrance Good distribution, promotions.

OPPORTUNITY: Expand in more varieties to make presence felt Eventually tie up with hotel chains and large organizations.

THREATS: Deodorants body spray sales are

seasonal. Copy By Competitor

S.T.P. AnalysisSEGMENTATI

ON

TARGETING

POSITIONING

Segmentation

geographic

Pakistan

Urban and Rural people

demographic

Middle aged

Male/female

Middle to high income group

Working professionals

Target customer

Target Audience – Male youth of Urban and Rural Cities who belongs to Upper and Middle Income people and who enjoys parties function and Other such Lifestyle Activities

Positioning Statement

“We offer 48 hours antiperspirant deodorants for catering to the needs of working professionals.

Competitive brands market share

AXE FOOG Curve0

1

2

3

4

5

6

Series 1Series 2Series 3

V/S

Major competitor AXE We will defeat

you

PRODUCT Our product would be

offered in 150ml pack The design of the product

would be attractive. The U.S.P. of our product

“Youth” would be that, it will be offered as a deodorant, with two fragrances in one bottle.

Wide range of fragrance. cool

4P’S

ProductPricePlacePromotion

PRICEThe deodorant would be introduced

in the market at a price of 150ml

bottle in Rs 250/=.

PLACE

• Our product “ Youth ” Freshness Body Spray would be launched in the Hyderabad Local market.

It will be available in every major Shopping Mall and Local retailer shop .

 

CHANNELS OF DISTRIBUTION.

MANUFACTURER WHOLESALER RETAILER CUSTOMER

We will be distributing our product via local market in the

hyderabad like Big Bazaar,Resham Gali, Latifabad saheen

Market

and also sindh university main campus jamshoro in dept

shop. We would also use traditional channel i.e. unorganised

stores. Our distribution channel length would two level

distribution that will include manufacturer, retailer,

customer

CHANNEL MEMBERS.

To get adequate shelf space in the stores we

would provide some discounts to channel

members. Initially we would keep our margins

low and allow more margins to the channel

members

Packaging would be attractive and the bottle

would be made of metal.

we would be printing a health tips for keeping

skin healthy on each bottle that we will be

produced.

We will also be providing sample deodorants for

trial purpose only in selected stores.

Packaging

PROMOTION

Newspapers Magazine

Radio Television Internet ( Social Networking Sites)

Youth

Freshness Body Spray

“Makes Youth smell good”

PNDR GROUP

CONTIGENCY PLAN

In case the product fails in the market , then we would come up with new product that will target youths. We will reposition our product and some alteration will be made in its composition.