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Mr. Syed Sohaib Ul Hassan
MARKETING MANAGEMENTRELAUNCHING OF FORHANS TOOTHPASTE
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ContentsCOMPANY PROFILE............................................................................................................................1
LETTER OF ACKNOWLEDGEMENT.................................................................................................2
EXECUTIVE SUMMARY.....................................................................................................................3
INTRODUCTION...................................................................................................................................4
MISSION STATEMENT........................................................................................................................6
VISION STATEMENT...........................................................................................................................6
THE MARKETING RESEARCH PROCESS.........................................................................................6
QUESTIONNAIRE.................................................................................................................................8
Present findings and conclusions...........................................................................................................12
MARKETING MIX..............................................................................................................................14
MARKET SEGMENTATION..............................................................................................................17
TARGET MARKET..............................................................................................................................18
SWOT ANALYSIS...............................................................................................................................18
PORTER 5 Force Apply on Forhan’s Toothpaste..................................................................................19
CBBE Model On Forhan’s Toothpaste..................................................................................................21
Brand Key on Forhan’s Toothpaste.......................................................................................................21
PRODUCT ATTRIBUTES...................................................................................................................25
CONCLUSION.....................................................................................................................................25
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COMPANY PROFILE
Company name FORHANS (PVT) LTD
Date of Establishment 1999
Revenue below US $1 Million
Address Head Office & Factory: V. M. House, West Wharf Road, Karachi (Pakistan)
www.forhance.com.pk
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LETTER OF ACKNOWLEDGEMENT
Dear Readers,
We would first like to thank the Almighty Allah for giving us the strength and
endowing us with the privilege of completing our report.
We are also extremely thankful to our mentor Mr. Syed Sohaib Ul Hassan for his
constant support, encouragement and guidance, without which we could not have
successfully achieve.
We would also like to thank to all of those people who contributed their efforts in
this report and help us in making the commercial and marketing campaign.
Sincerely,
Asher Hafeez Aghai (4052)
Muhammad Bilal Jawed (4058)
Tahreem Alam (5066)
Aiza Naeem (5019)
Gulshan Ejaz (5065)
BBA (H)
Marketing Management
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EXECUTIVE SUMMARY
This Marketing Report is to gain knowledge about efficiently forecasting the
demand of the customer and target the right market, what are the reasons of failure
of the leading brand’s product in the market, how to overcome these marketing
deficiencies with effectiveness and giving customer the value they needed
thorough services and products.
We have analyzed the gaps and deficiencies which became the reasons of failure of
Forhan’s Toothpaste in the market and try to overcome these gaps as presented in
this report.
We had found that the marketing was the main issue which became the reason of
failure of this product.
INTRODUCTION
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Forhan’spvt limited is the consumer product manufacturing in Pakistan. It is also a
marketing division of the Group in Pakistan and acknowledged leader in the
personal care products sector for both men and women with a country wide
distribution network and warehouse in Pakistan’s key locations. It markets and
produces a good range of personal care products with incredible quality and some
of these products are quite popular among the consumers; are considered and rated
as incredible brands in their categories.
Forhan’spvt ltd has incredibly organized team of enthusiastic, dedicated and
committed professionals who are enough competent to lead the company in the
dynamic environment. Their regional offices are located in Lahore, Multan,
Karachi, Faisalabad, Rawalpindi and Islamabad.
Forhan’s products are categorized into three main types’ i.e. Oral care, Skin care,
Hair care and Men’s care.
Oral care includes:Forhan’s Classic Toothpaste and Forhan’s Extra Care
Toothpaste
Skincare includes:Forhan’s Cold Cream, Forhan’s Lemon Cream,
Forhan’sSilkona Beauty Honey Lotion, Forhan’s Baby Lotion, Forhan’s
Vanishing cream and so on.
Hair care includes: Forhan’s Hair Tonic, Forhan’s Anti Dandruff tonic,
Forhan’s Go Away Anti Lice Shampoo, Forhan’sAmla Herbal Shampoo,
Forhan’sAmla Herbal Hair Oil, Forhan’s Hair Tonic Vitamin E+
Conditioner and so on.
Men’s care includes:Forhan’s Formen Fairness Cream and Forhan’s Hair
tonic
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MISSION STATEMENT
To provide the best quality products to consumers to fulfill their entire household
needs.
VISION STATEMENT
To become the number one consumer goods company in all the regions it is
operating.
THE MARKETING RESEARCH PROCESS
Marketing research is the systematic design, collection, analysis, and reporting of
data and findings relevant to a specific marketing situation facing the company. It
is very important to do a marketing research before launching any new product or
doing any activity without having proper information would be a result as nothing
but a waste of time and money. Before re launching of Forhan’s toothpaste we had
conduct a small survey to know the behavior and perceptions of certain people
towards our product.
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Define the problem: It is very important to identify the initial problem before
starting a research. Forhan’s toothpaste failed due to some reasons like Children
just disliked or even dreaded this toothpaste with a pungent taste. Adults seemed to
love it through.
Developing research plan: Now the question come up that how are we going to
do this research and what procedures are we going to adopt? We are developing
research plan with “research instrument” because it would be easy for us to
identify the multiple things in a questionnaire survey.
Collecting information: Collecting information is as important as every step of
research so, following are the information we had collected in a questionnaire
survey.
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QUESTIONNAIRE
1) Have you ever heard about Forhan’s toothpaste?
Yes No
Option: 1 Option: 20
5
10
15
20
Question No.1
Question No.1
Option: 1 Option: 2 Total
Observations: 18 12 30
Percentage: 60.00 40.00 100
2) Which toothpaste, out of the following would be your first choice for
use?
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A) Colgate toothpaste B) Forhan’s toothpaste C) Close-up toothpaste D)
Pepsodent toothpaste
Option: 1 Option: 2 Option: 3 Option: 40246810121416
Question No.2
Question No.2
Option: 1 Option: 2 Option: 3 Option: 4 Total
Observations
: 15 3 8 4 30
Percentage: 50 10 26.67 13.33 100
3) Which factor will influence your choice for using Forhan’s toothpaste?
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A) Whiter teeth B) Strong teeth C) Long lasting freshness D) Cavity
protection
Option: 1 Option: 2 Option: 3 Option: 40246810
Question No.3
Question No.3
Option: 1 Option: 2 Option: 3 Option: 4 Total
Observations: 6 5 10 9 30
Percentage: 20 16.67 33.33 30 100
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4) Forhan’s toothpaste 120 grams (Rs.100), 60 grams (Rs.65), 40 grams
(Rs.30). Are you satisfied with the pricing of Forhan’s toothpaste?
Strongly dissatisfy
Dissatisfy
Neither satisfy nor dissatisfy
Satisfy
Strongly satisfy
Option: 1 Option: 2 Option: 3 Option: 4 Option: 50246810121416
Question No.4
Question No.4
Option:
1
Option:
2
Option:
3
Option:
4
Option:
5
Total
Observations
:
3 3 8 15 1 30
Percentage: 10 10 26.67 50.00 3.333333 100
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5) Which flavor would you like the most out of the following?
A) Cavity protection B) Calcium nutrients C) Lemmon mint
Option: 1 Option: 2 Option: 3024681012
Question No.5
Question No.5
Option: 1 Option: 2 Option: 3 Total
Observations: 9 12 9 30
Percentage: 30 40 30 100
Present findings and conclusions: Through the questionnaire survey we have
concluded our research with several points.
1. First of all we have come to know that many people are aware with our
product which helps us to expand our product with various changes in it
because it would be hard for us if people weren’t aware of our product.
2. We can clearly see that our competitor is Colgate toothpaste because after
analysis we can see that most of the people choose Colgate toothpaste and
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Colgate is their first choice and we have to know each and everything about
the competitor in order to re launching the new product in the market.
3. Before launching the new product it is very important to know the likeness
of the customers that what kind of product they want to buy and what things
they really want in a product and for this we ask them about the different
flavors to know the closest choice of our customers. Conclusion says that
most of the people want “long lasting freshness” and for these kinds of
customers we have made “Forhan’s Lemmon mint flavor”. This flavor give
them a long lasting mouth freshness and after all the satisfaction of
customers matters at the end.
4. Price of any product plays a vital role in order to generate the revenue. We
had asked people about the pricing of Forhan’ stootpaste that are they
satisfied with the prices of the toothpaste or not? We set up the price of our
product after finding the pricing strategy of our competitor “Colgate
toothpaste and close up toothpaste” and we have come up with a strategy
that launching our product in a lesser amount than the competitor.
5.
PRICES
Sizes Colgate prices Close up prices Forhan’s prices120 grams 140 110 100
60 grams 80 75 65
40 grams 40 35 30
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6. We also asked about the flavor of the toothpaste that among all these flavor
which of the flavor they like the most? Knowing that most of the customers
want “Calcium nutrients” and for these customers we have re launching the
“Forhan’s Calcium Nutrient toothpaste” and we have also launch three other
flavors which is our secondary products for the people.
MARKETING MIXPRODUCT
In an industry where technology has almost come to a stands still and toothpaste is
just toothpaste. Forhans removes dental plaque, cavity, sensitivity and food from
the teeth. The product is ideal for tartar control, teeth whitening, anti-cavity and
provides refreshing breadth. They are precisely composed by the toothpaste
manufacturers by using finest quality ingredients that provides protection against
germs and strengthen the teeth roots.
Forhan’s toothpaste is offering the following three types of toothpastes in
market:
1. Forhan’s (Cavity protection)
2. Forhan’s (Lemmon mint)
3. Forhan’s (Calcium nutrients)
4. Forhan’s (Bubble gum)
PRICE
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Toothpaste Quantity and price
120 grams 70 grams 40 grams
Forhan’s (Cavity protection) Rs.100 Rs.65 Rs.30
Forhan’s (Lemmon mint) Rs.100 Rs.65 Rs.30
Forhan’s (Calcium nutrients) Rs.100 Rs.65 Rs.30
Forhan’s (Bubble gum) Rs.100 Rs.65 Rs.30
PLACE
Forhan’s is easily available at every retail store and super store.
Departmental stores
PROMOTION
For the promotion of the products we are using certain channels
TV advertisement
Newspapers
Sign boards
Personal Selling: This scheme will be applied in the introductory phase. The
product will be available on doorstep for making more and more people
customary of this product and people will test the product without going to
the shops.
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Public relations: We have decided to trail for a certain amount of revenue in
specified time period and has decided to donate 4% of the total revenue to
charity organizations earned per annum by the team.
PROTOTYPE OF SIGN BOARD
MARKET SEGMENTATION
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Segmentation is a very essential part of any product when it comes to marketing, to
get the product or service to the right person, a marketer firstly segment the
market. Forhan’s marketing segmentations are multiple which are as follows:
Geographically: Forhan’s toothpaste considers the whole population of the
country as its target market. Re launching of Forhan’s toothpaste is a local product
available only in Pakistan due to the failure of past product and due to high cost we
are re launching only in Pakistan. “Geographical Segment of Forhan’s toothpaste is
(Pakistan)”
Demographically: Demographics are a great way to differentiate between your
customers. So, Forhan’s toothpaste is for male and female both. As far as concern
with income, our product price is bit low as compare to other similar products so
people are having low income can also easily buy Forhan’s toothpaste.
Ages: For all ages Peoples.
Family Size: 120 Grams for Family & 40 Grams For Individuals.
Income: For Higher & Lower income level of Peoples (Mainly for lower
level of income)
Pricing strategy
We are using Every Day low Pricing Strategy
Interest: People are more interested having white teeth and glowing smile of their
faces. So, for those peoples we are providing Forhan’s Lemmon mind flavor and
those who want a cavity protection, they have the best choice of Forhan’s Cavity
protection.
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TARGET MARKET
People having low income can easily buy our product
Children who are in 3 – 10 years of age (Bubble gum flavor)
People having teeth and they want to make it whiter
SWOT ANALYSIS
Strengths 1. Forhan’s toothpaste offers all-around cavity protection.
2. It‘s great mint taste freshens breath.
3. Four new flavors.
4. More concern towards quality improvement.
Weaknesses 1. Reduction the expenditures in order to maintain growth.
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2. Failure of previous similar product.
3. Weak brand name.
Opportunities 1. Arrival of new technology.
2. Consumer demand.
3. Focus on innovation and new product launches by
deploying advanced technologies.
Threats 1. High competition from other brands like Close up and
Colgate.
2. Change in consumer taste.
3. Chance of failure as the company is new in the market, may
be people accept the new taste or may be reject the new
product.
PORTER 5 Force Apply on Forhan’s Toothpaste
To launch or relaunch any product it is important to research or know how about these five forces because without knowledge about the product and market it is no sense to put investment in market for any product.
Industry rivalry
According to the research the competitor of our product are Colgate, pepsodent, Oral B, close up, medicam and all type of paste available in market are the direct competitor of our product.
Threats for new Entrants
Entrants As we are relaunching our product first we have only cavity protection flavour available but know we are introducing 3 new flavors so more consumers will like our product because we search that consumers want long
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lasting freshness so we are try our best to fulfill our consumers need we have to give the product as they want to earn large number of marketing shares.
Bargaining power of buyer
As we know that buyers are the one of the important factor that increase the profit rate. According to research our buyers have high bargaining power because we have large number of direct and indirect competitors if we increase our price or reduce our quantity or quality of our product so the consumer can shift to our competitors and it is the negative point for our product. We have to maintain the quality, quantity and price of our product to increase our customers rate.
Bargaining power of suppliers
We are re launching our product so we can only assume that our supplier (IBL) have high bargaining power because they are also supplying Colgate’s products in the market so we must build strong relationship with our supplier so they can supply our product in low cost as compare to our competitors..
Threats of substitute
According to our research the substitutes or indirect competitors of our product are mouthwashes, breath mints, gums, candy, breathspary, water etc. we have to see direct and indirect both competitors to earn large number of market shares.
CBBE Model On Forhan’s Toothpaste
IT’S A SEQUENCES FOUR STEP 1. Brand identity
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An old famous product of teeth care among the competitors customer knows very well about the product.
2. Brand meaning Whiter and strong teeth with long lasting mouth freshness
3. Brand response As people love to have whiter and stronger teeth coming up with different flavors satisfy consumer needs (CHILD and ADULTS)
4. Brand relationshipProviding much better quality and low price to satisfy consumer demand donate 4% of profit.
Brand Key on Forhan’s Toothpaste BRAND KEY MODEL
The eight brand positioning steps as per the brand key model: The brand key is a model that can be used to position brands. To start or re-launch any product every organization must search for these Eight Steps.
Completive Environment Target Consumer Insight Benefits
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Value And Peranality Reasons To Believe Discriminator Brand Essence
Competitive environment: Our board product portfolio based on benefits provided by Forman’s toothpaste and it is the driving force for us to be competitive Different segmentation of our products set an edge for us. The other competitive advantage that the Colgate has is our extensive distribution network in rural and urban markets.
Target: Target are that which describe the chooser of the brand whom we are targeting or what are the target market of our brand according to our product our target marketing are people who having low income children who are in the age of 3 to 10 years, people who have the fresheners lover and want to make their teeth white.
Consumer Insight: That element of all you know about the target consumer and their needs. So according our product Forhan's toothpaste failed due to some reasons like children just disliked or even dreaded this toothpaste with a pungent taste we do the research plan and find this coason so know we are trying to overcome these failure to launch other flavor especially for children. We are launching Bubble Gum flavor to fulfil their needs.
Benefits: These describe the ways in which the brand solves consumer problems or offer an improvement in some aspect to buy. In short it is the reason why people want to buy our product either to our competitors.
o There are two types of benefits which we are providing to our customers
Functional benefit. Emotional benefit.
Functional benefit of our product are we using high quality plastic and the ingredients for making paste. We are providing
MARKETING MANAGEMENTRELAUNCHING OF FORHANS TOOTHPASTE
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simple design which attract customers and easy to use Forhan's toothpaste come up with the same packaging having card board box and plastic tube with easily open cap.
Emotional benefit:o Our product providing emotional benefit that people get freshness and
whiter teeth and feel confidence because your mouth is fresh you feel fresh and happy.
VALUES: Friendly Quality Pragmatic Simplicity PERSONALITY: Trustaby Satisfaction Sincerity Optimism REASONS TO BELIEVE: Recommended by majority of Dentists Quick action formula Superior protection against germs and rapid pain relief as compared to other
toothpastes Thousands of user in the country.
DISCRIMINATOR: “Forhan’s has 3-in-one action. It simultaneously fights germ, fortifies
enamels and improves gum health and you will see the positive effects of using Forhan’s toothpaste in very short duration.” These are the benefits which are not offered by any other toothpaste in the market today. Majority of dentists recommend Forhan’s toothpaste because of its fast action and because it alleviates pain rapidly.
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ESSENCE: “SUPERIOR PROTECTION, STRONGER TEETH”
PRODUCT ATTRIBUTES
Product attributes are the characteristics or features of a product that is thought to
appeal the customers. Forhan’stootpaste attributes are as follows:
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Quality: Using high quality plastic and the ingredients of the product.
Product features:Forhan’s toothpaste available in three sizes 120 grams, 70
grams and 40 grams.
Style and design: A very simple design which attract customers and easy to
use.
Packaging: Just like other product Forhan’s toothpaste come up with the
same packaging having card board box and plastic tube with easily open cap.
CONCLUSION
International marketing is not all about talking your product to a foreign market
and start selling. It's a complete process which demand through research of market
of that country, analyzing its external and internal environment, selecting a specific
target market and then formulate a strategy to introduce your product. Tooth paste
is a common product which is in use of every person and there are many
international companies which are selling their products in Pakistan. It will be a
waste of investment if the company does not make any strategy and required
cultural analysis before entering into it.
THANKYOU
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