Front side

BackSide

 Dedication Acknowledgement Executive Summary Mission Statement Brand ame

3 4 5 6 ! &&&'

Marketing "lan and #$%ectives Advertising "lan S)#* Analysis

( &&+3

Adv& "lanning decision &&+5 Marketing M,&&+6 +( 33 &33433 &34435

.om/etitor0s ,ntroduction 1aunc2ing "lan Budget .am/aign

DEDICATION

To t2e HOLY PROFIT (PBUH), w2o ena$le us

to recogni5e our creator&

To my $eloved TEACHERS6 )2o are t2e

sym$ol o7 guiding in our lives and induced a sense o7 dee/ love6 to struggles&

To our PARENTS6 )2ose /rayers are

great source o7 strengt2 7or us&

Ackno !ed"e#ent$
All /raise is due to Alla2 lord o7 t2e world t2e $ene7icent6 t2e Merci7ul& Alla2 t2e Bene7actor and .reator o7 w2ole universe gave us determination6 wisdom and "ower& Alla2 gave us /ractical commands to 2el/ us to /rotect our existence on t2is /ro%ect& All /raises 7or 2im and we must $e t2ank7ul 7or 2is $lessing&

SPECIAL THAN%S

To my teac2er w2o guides we 2el/ed us in all ste/s

during t2is /ro%ect& *2ey were 2el/7ul during classes as well as in outdoor enlig2ten our inner sel7 t2oug2 w2om we 2ave /ee/ed into t2e de/t2 o7 knowledge to /luck out /earls and %ewels o7 knowledge to make researc2 7ruit7ul&

To our /arents w2o /rovide us t2e 7acilities and

environment w2ic2 en2ance me ca/a$ilities w2ic2 led us to our success and we are a$le to 7ul7ill our /ro%ect wit2 t2eir /rayers&

 E&ec'ti(e S'##)r*
8irst o7 all we s2ould com/letely 9nderstand t2e market needs6 re:uirements and target market and target audience considering demands o7 end users Because ;)e know t2at today0s everyone understand w2et2er <c2ildren6 young Boys and girls6 men women o7 more t2an +3 years= w2at is truly im/ortant in t2eir li7e and live t2eir li7e on t2eir own terms& )2en you 7eel good on t2e inside6 it s2ows on t2e outside& *2ere7ore we introduce a new /roduct w2ic2 is Be)'t* industry& So)+$ )e see t2e o//ortunity to grow our market s2are in t2e cosmetics

Not ,e)'t* so)+

 -ISSION STATE-ENT
*2e 7ollowing is t2e Mission statement o7 The creative Co#+)n* P)kist)n Li#ited& )e want t2e leading consumer /roduct com/any in "akistan6 a multinational wit2 dee/ roots in t2e country& )e use our su/erior consumer understanding to /roduce $reakt2roug2 innovation in $rand and t2e c2annels *2roug2 managing a res/onsive su//ly c2ain6 we maximi5e value 7rom su//liers to customers )e attract and develo/ 2ig2ly talented /eo/le w2o are excited6 em/owered and committed to deliver dou$le4digit growt2&

Mission statement is too $ig

BRAND NA-E

>iving t2e value to $eauty and 7res2ness and 2itting t2e 2eart o7 target market and audience6 we 2ave c2osen one6 a very smart6 lig2t6 attractive and nice $rand name w2ic2 is Dove Soap. )e are struggling 2ard to make 7it t2is $rand name to $rain memory o7 our audience6 our great am$ition& "A.?A>E DES,> develo/ing /ackage design we 2ave selected a very attractive6 $eauty 7ull es/ecially 7or ladies and $rain 7res2 color 7or our /roduct .Do(e so)+/$

01* e 1)(e 'sed n)#e Do(e so)+ )nd 2B!)ck 3 01ite co!o'r Ans4
)e 2ave selected a name o7 $eauty soa/ w2ic2 is very attractive and $rain 7res2 color 7or our /roduct &*2e $eauty soa/ name is .Do(e so)+/& )e 2ave tried our $est to make our /ackage distinctive as com/ared to ot2er $rands already exist in market due to its uni:ueness and com/etitive strategy in market& )e 2ave selected t2e very $eauti7ul design o7 color 5!i"1t +ink6$ )e 2ave ado/ted a com/etitive strategy to make our soa/ as 7unctional as /ossi$le like removal o7 dirt6 grime6 dust and 7or skin care6 7res2ness and $eauty&

Did not descri,e +ro+er re)son

1*

e c1oose t1is n)#e 3 co!o'r$

 -)rketin" P!)n )nd O,7ecti(es

-)rketin" P!)n4 )e s2ould well know a$out t2e marketing environmental condition and 7ollowing t2ings& Analy5e marketing situation& "ro$lems identi7ication& #utlines marketing o//ortunities& Set o$%ectives& "ro/ose strategies 7or /ro$lem solution and meeting o$%ectives&

-)rketin" O,7ecti(es4 #ur marketing #$%ective is 7ollowing as& #ur marketing o$%ective is to ca/ture 3@ A market o7 1a2ore wit2in a six mont2 t2roug2 Maximum sales& Big2ly im/ortant t2ing6 a$ove mentioned cou/le o7 o$%ectives in7luence eac2 ot2er&

-)rketin" O++ort'nities4
o dou$t t2ere is a great /otential in t2e market $ut it is also true t2at some soa/s are availa$le in market w2ic2 /rovides natural way o7 7res2ness and $eauty& #ur /roduct 2as t2e a$ility to add 7res2ness and $eauty in skin& Cou can trust on ; Luff Beauty SoapD&

 Ad(ertisin" P!)n
T)r"et A'dience4
#ur target audience is es/ecially *o'n" #)!es$

Br)nd Positionin"4
Brand /ositioning o7 1u77 Beauty soa/ is Handsome Care with

Dove$ -edi) Str)te"*4

*2ere are numerous o/tions to c2oose 7rom w2en you are deciding 2ow to advertise& )2at are your tacticsE )2at a//roac2 do you want to useE *2is will $ecome your media strategy&

-edi'# A()i!),!e4

ews/a/er Direct Mail Broc2ures .ou/ons Bandouts or 8lyers Fadio Maga5ines *G #utdoor6 suc2 as $ill$oards S/ecial /romotions or /ackages "artnering wit2 anot2er tourism $usiness or tourism area ,nternet Marketing

*2e medium we c2oose will de/end on w2at our target audience will see and w2ere t2ey turn to 7or in7ormation6 as well as our $udget constraints& *2e educational series on creating and $uying media details more a$out /lanning and $uying media6 $ut $elow can $e some o7 media c2oices&

Te!e(ision4
*elevision is a /ower7ul medium $ecause it communicates wit2 $ot2 sig2t and sound& etwork television6 t2e most costly /urc2ase6 can reac2 most o7 t2e 2omes in t2e "akistan& S/ot television6 on t2e ot2er 2and6 ena$les t2e advertiser to 2and /ick a s/eci7ic audience in a s/eci7ic area& By sc2eduling s/ots to air during certain times o7 t2e day or /rograms6 you can reac2 your target market in a cost e77icient means& *2e ma%or disadvantage o7 $ot2 s/ot and network television is cost& Because o7 2ig2 rates6 many advertisers %ust 2ave t2e lengt2 o7 t2eir commercials 3@ seconds& *2is /ractice6 re7erred to as s/littingH 3@s6 reduces costs $ut severely restricts t2e amount o7 in7ormation t2at can $e conveyed& Anot2er /ro$lem wit2 television is t2e likeli2ood o7 wasted coverage 44 2aving /eo/le outside your /roductIs target market see t2e advertisement& C),!e T8 is anot2er area to consider6 since ad rates are o7ten less ex/ensive t2an t2e /rime time on ma%or networks& Cou may not $e reac2ing as many /eo/le6 $ut you likely 2ave less waste since you can /in/oint audiences very /recisely&

R)dio4
*2ere are many radio stations in t2e "akistan& *2e ma%or advantage o7 radio is t2at it is a segmented medium& *2ere are all4talk stations6 rock stations6 %a55 stations6 news stations6 etc& A media $uy can $e tailored to t2e /ro7ile o7 your audience& *2ere is immediacy to radio <visit t2is weekend6 attend t2is event= and greater 7lexi$ility to your $uy& )e s2ould give our ad w2ere our target audience is concentrating &in t2is way our message can easily reac2 to our audience&

*2e disadvantage o7 radio is t2at it 2as limited use 7or /roducts t2at must $e seen $y t2e audience& Anot2er /ro$lem6 not unlike *G6 is t2e ease wit2 w2ic2 consumers can tune out a commercial $y sim/ly switc2ing t2e station& "eak radio listening time is during t2e drive times <6 to +@ am and 4 to ! /m=&

10

-)")9ine
*2e marketing advantage o7 t2is medium is t2e great num$er o7 s/ecial4interest /u$lications t2at a//eal to de7ined segments& 8or instance6 i7 your target consists o7 avid runners6 t2ere is Runners WorldJ 7or t2e outdoors and 2iking ent2usiasts 44 BackpackerJ 7or vacation /lanners 44 Midwest Living and so on& ,n addition to t2e distinct audience /ro7iles o7 maga5ines6 good color /roduction is an advantage t2at allows maga5ines to create strong advertising images& )2ile t2e cost o7 national maga5ines is a disadvantage6 many /u$lications /u$lis2 regional and even metro editions6 w2ic2 reduce t2e cost and wasted coverage& ,n addition to cost6 a limitation to maga5ines is t2eir in7re:uency& Some maga5ines are only /rinted on a $i4mont2ly $asis&

Ne s+)+er
ews/a/ers are an im/ortant local medium wit2 excellent reac2 /otential& Because o7 t2e daily /u$lication o7 most /a/ers6 you can /lace an ad t2at re:uires immediate action 44 t2is weekend only6 s/ecial event Saturday6 call t2is '@@ num$er now& *2e disadvantage o7 news/a/ers is t2at t2ey are rarely saved $y t2e /urc2aser6 so com/anies are generally limited to ads t2at call 7or an immediate customer res/onse& Also6 com/anies cannot de/end on news/a/ers 7or good color re/roduction&

Direct -)i!
Direct mail allows t2e greatest degree o7 audience selectivity& By selecting names 7rom your own data$ase o7 interested /eo/le and /ast visitors or $uy /urc2asing a :uali7ied list 7rom a direct mail com/any6 you can reac2 an audience w2o is already interested in your o77ering& *2is is an excellent reason to start your own data$ase i7 you don0t already 2ave one& 1ater in t2is $ooklet6 we0ll discuss t2e $ene7its6 as well as 2ow to develo/ and work wit2 a data$ase& Anot2er advantage o7 direct mail is t2at you can /rovide com/lete in7ormation on your destination or attraction6 com/ared wit2 t2at in a news/a/er ad or a 3@4 second radio s/ot&
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#ne disadvantage o7 direct mail is rising /ostal costs& Anot2er limitation is t2at /eo/le view direct mail as K%unk6K and t2e c2allenge is to get t2em to o/en a letter&

O'tdoor
*2e most cost4e77ective advertising ve2icle is outdoor $ill$oards& *2e visi$ility o7 t2is medium is good rein7orcement 7or /roducts6 and it is a 7lexi$le alternative& An advertiser can $uy s/ace in t2e desired geogra/2ical market& ,t can $e as s/eci7ic as a certain ex/ressway location6 or /roximity to a store6 7or instance& *2e disadvantage to $ill$oards is t2at t2ere is not an o//ortunity 7or a lengt2y message& Also6 t2e message is considered K7leetingK since t2e drive4$y times are so o7ten very 7ast& *2e message 2as to stand out so it won0t $e 7orgotten once t2e $ill$oard is /assed&

Tr)nsit
*2is medium includes messages on t2e interior and exterior o7 $uses6 su$way cars and taxis& *2ere is a great deal o7 selectivity wit2 t2is medium6 allowing you to $uy s/ace $y neig2$or2ood or $us route& #ne disadvantage o7 t2is medium is t2at t2e 2eavy travel times6 w2en t2e audiences are t2e largest6 are not conducive to reading advertising co/y& As wit2 $ill$oards6 concise $reak4t2roug2 messages are critical&

Internet
Advertising on t2e ,nternet is t2e 7astest4growing media ve2icle& *o date6 t2ere are over 56 million 9&S& residents w2o are ,nternet users& *2is media ve2icle 2as t2e advantage o7 active reader involvement and attention 44 users 2ave t2e ca/a$ility o7 c2oosing di77erent sites6 and 7or t2at matter6 viewing advertisements& 8urt2ermore6 t2e demogra/2ic /ro7ile o7 ,nternet users is desira$le to advertisers 44 6' /ercent 2ave 2ouse2old incomes o7 L5@6@@@M and '3 /ercent 2ave a college education& *2ere are some disadvantages to using t2is medium& )it2 tec2nology constantly c2anging6 it is di77icult to com/letely control t2e user ex/erience over time& Secondly6 t2e return on investment is sometimes di77icult to measure& 1astly6 not everyone is online&

12

 S0OT ANALYSIS(T1e cre)ti(e)

A S)#* analysis is conducted to gain in7ormation 7or market /lanning and assess ways to attain our o$%ectives and overcome any o$stacles& A $rie7 summary o7 t2e results is s2own in t2e 7ollowing& Stren"t1s (T1e cre)ti(e) .ustomi5ation Big24:uality /roduct E77ective distri$ution system Strong $udget

0e)knesses
)eak market image 1imited target market ot 7ocused lower class )e are new entrant t2ere7ore we 2ave less /u$lic relations rat2er t2an ot2ers& )eakness is to muc2 O++ort'nities ew usage o7 /roduct >reat market /otential Middles class is growing gradually T1re)ts ,ncreasing num$er o7 su$stitutes Big2 new /roduct 7ailure rate "olitical insta$ility

0e)knesses
0e)k #)rket i#)"e Anot2er ma%or s2ortcoming o7 our $usiness is t2at 7res2 sou/ currently 2as a weak market image& ,n t2e eyes o7 consumers6 7res2 sou/ is not a ma%or com/etitor in
13

t2e industry and is not a 7re:uently /urc2ased /roduct& ,t is only t2e $rand loyal customers t2at re/eatedly /urc2ase t2e /roduct &

Li#ited t)r"et #)rket *2e last weakness is t2e constraint on t2e target market& )omen /rimarily consume $eauty sou/6 $y marketing to %ust womenJ we are limiting ourselves o7 t2e /otential num$er o7 $uyers o7 our /roduct& Anot2er down7all is t2at we are limiting t2e regions to w2ic2 we will sell t2e /roduct in t2e 7irst year&

Opportunities
Ne 's)"e o: t1e +rod'ct4

*2e new $eauty soa/ 2as t2e /ossi$ility to allow consumers to use t2e /roduct in ot2er ways $esides %ust a $eauty sou/ and its re7res2ing 7ragrance will kee/ t2e user 7res2 all day long&

R)+id "ro t1 in ind'str* ,ndustry trends s2ow an increasing growt2 in t2e sou/ industry& *2is growt2 demonstrates t2e c2ange in consumers $uying 2a$its& 8res2 $eauty soa/ 2o/es to ca/ture some o7 t2is growt2 wit2 t2eir care $eauty sou/&

Threats
Hi"1 +rod'ct :)i!'re r)te *2e introduction o7 new /roducts into t2e market is not always success7ul& ,t 2as $een 7ound t2at !5A o7 all new /roducts 7ail& #ur new /roduct extension may not $e rece/tive and meet consumer0s needs as we 2ad 2o/ed& *2is demonstrates our desire and need 7or a strong commitment to t2e /roduct and marketing /lan&

14

 Ad(ertisin" +!)nnin" decisions

)e 2ave /assed our decisions on 7ollowing advertising /lanning essentialsD& Setting out o$%ectives ,denti7y target audience .om/etitive advantage Esta$lis2 $rand image Brand /ersonality "ositioning o7 "roduct Ad(ertisin" o,7ecti(es4
#ur advertising cam/aign o$%ective is to create $rand awareness and $uild $rand image in t2e mind o7 consumer&

T)r"et A'dience4
#ur 7ocused target audience is young 7emales and age grou/H +5 to 35 years&

Prod'ct Fe)t'res4
Ever 7res2 your skin +@@A natural ingredients Make your skin so7t6 smoot2 and $eauti7ul "rotect your skin 7rom seasonal e77ects 8ig2t against t2e ultra violate rays o7 sun Fe7res2ing 7ragrance kee/s you 7res2 all day long

Co#+etiti(e Ad()nt)"e4
atural $eauty soa/ wit2 sun $lock to kee/ you 7air N $eauti7ul&

Positionin" Str)te"*4
15

#ur /ositioning Strategy o7 1u77 Beauty soa/ is ; Care with Luff. )e are struggling 2ard to make 7it t2is $rand name in t2e mind o7 consumer

-)rketin" -i&

,n order to ac2ieve our set goals and o$%ectives6 we will use our /roduct mix ca/a$ilities to t2e $est o7 t2eir /otential& As descri$ed a$ove in t2e o$%ectives statement6 /romotion will $e our most im/ortant asset6 $ut our /roduct6 /ricing6 and /lace all 2ave increasing signi7icance in t2e attainment o7 our set o$%ectives& #ur marketing mix strategy is as 7ollowsH

Prod'ct

"roduct is w2at is /erceived to $e& *2us a /roduct is more t2an somet2ing wit2 /2ysical c2aracteristics& ,n a very narrow sense a /roduct is set o7 tangi$le /2ysical assem$led in an identi7ia$le 7orm ,n /roducts t2ere are so many ot2er as/ects w2ic2 can not $e neglected suc2 as t2e Style o7 serving t2e /roduct to t2e customers *2e 7eatures o7 t2e /roduct *2e most im/ortant is w2ic2 is t2e /roduct name "ackaging Si5e Services availa$ility&

P!)ce ,n order to kee/ a constant 7low o7 distri$ution 7or our /roduct we will use t2e distri$ution system o7 7amous distri$utor& #ur distri$utions systems currently will reac2es all ma%or retail c2ains in t2e "akistan6 as well as some convenience oriented stores and discount w2olesalers& By creating t2ese strong relations2i/s wit2 our distri$utor6 com/any 2as ensured t2at our /roducts are delivered in a timely manner wit2 extreme attention /aid to /roduct :uality& 8or t2e /ur/ose o7 our study6 we will limit t2e distri$ution o7 7ree5e to our
one ma%or city introductory 7ocus area& 1a2ore is c2osen $ased on our researc2 and extensive segmentation analysis

16

Price

*2e /roduct0s /rice varies 7rom /roduct to /roduct& Bere t2e 7irms 2ave to consider many 7actors 7or determining t2e /rice& Selecting t2e /rice o$%ective Determining demand Estimating costs& Analy5ing com/etitors costs6 "rices and o77ers& Selecting a /ricing met2od& Selecting t2e 7inal /rice& "rice is sim/ly t2e cost /lus /ro7it o7 t2e 7irm& *2ere are many com/etitors in t2e market& So t2e 7irms 2ave to consider a$out t2e com/etitive /rice w2ile selecting new /rice and sc2emes& )2enever a new /roduct is $eing launc2ed t2en t2ere are t2ree main t2ings6 w2ic2 2ave a lot o7 contri$ution in t2e /rogress o7 t2e /roduct& *2ese t2ree t2ings areH .ost o7 t2e /roduct Margin on t2e /roduct and .om/etition& #ur /ricing strategy was derived $ased on our cost <as a 7loor on /ricing= and demand estimations& #ur 7ocus on /rice6 2owever6 was on t2e /erceived value t2at customers /laced on our /roduct& A7ter 2ours o7 working wit2 our ma%or retailers to esta$lis2 an a//ro/riate /ricing strategy6 we c2ose t2e /syc2ological /ricing strategy6 +5 Fs o7 '@gram6 33 FS o7 +!5gram&&)e also do a t2ing t2at is to attract distri$uter we kee/ our
/ro7it minimum $ut more 7or distri$uter&

1ike cost +@ our /ro7it is+ we give distri$uter 4Fs

17

Pro#otion

,n order to 7oster awareness 7or our /roduct6 increase t2e knowledge o7 its $ene7its6 and encourage /urc2ase <and re/eat /urc2ase=6 we relied 2eavily on t2e most im/ortant element o7 t2e /roduct mix O /romotion& *2e t2ree areas o7 /romotion t2at we c2ose to use include advertising6 sales /romotion6 and /u$lic relations& *2e ex/enditures on /romotion were increased 7rom mont2 one to six mont2 t2en creased over t2e next six mont2&
#ur ma%or ex/enditure was in television and maga5ine advertising6 w2ic2 accounted 7or 5!A& )e $elieve t2at we can reac2 t2e largest /ortion o7 our target audience $y 7ocusing on television s2ows and maga5ines t2at women watc2 7re:uently and look to 7or guidance6 includingH

Star /lus O *elevision 7or )omen

>eo Entertainment AFC *G "*G All ma%or talk s2ows6 suc2 as loose talk6 5@ minutes6etc
B9M *G

AAP *G

At t2ese demonstrations6 grocery s2o//ers will 2ave t2e o//ortunity to sam/le6 and t2us /rovide 7eed$ack to t2e trained /ro7essionals t2at our com/any /rovides to t2e stores 7ree o7 c2arge&

DISTRIBUTION STRATE;IES
)e will use t2e 7ollowing multi/le c2annel o7 distri$ution&

Company

Wholesaler

Retailer

Consumer

Company

Distributor

Retailer

Consumer

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 CO-PETITOR6S INTRODUCTION
0HAT THE UNILE8ER IS< 9nilever is dedicated to meeting t2e everyday needs o7 /eo/le everyw2ere& Around t2e world 9nilever 7oods and 2ome N /ersonal care $rands are c2osen $y many millions o7 individual consumers every day& Earning t2eir trust6 antici/ating t2eir as/irations and meeting t2eir daily needs are t2e tasks o7 9nilever local com/anies& *2ey $ring to t2e service o7 t2eir consumers t2e $est in $rands and $ot2 9nilever0s international and local ex/ertise& 8or more t2an !@ years 9nilever 2as $een /roviding consumers wit2 :uality /roducts and services& 9nilever 2as a /ort7olio o7 glo$al6 regional and local $rands& Some6 suc2 as Dove6 Hellmanns6 Lipton6 Lux6 Magnum6 and Vaseline, are /o/ular around t2e world& #t2ers are t2e 7irst c2oice 7or consumers in /articular countries& As traditional structures and li7estyles around t2e world are $eing ra/idly trans7ormed6 9nilever continues to res/ond to consumers0 /resent needs and6 at t2e same time6 to antici/ate t2eir 7uture ones& #ur strengt2 lies in t2e dee/ understanding we 2ave o7 local culture and markets& 9nilever0s strategy is to 7ocus researc2 and develo/ment and marketing on our to/ /er7orming $rands6 t2at is6 t2ose t2at are most in demand 7rom consumers& *2roug2 our extensive knowledge o7 trends identi7ied today6 we will continue to develo/ our $rands to meet t2e needs o7 our consumers tomorrow& , :ee! )nd s#e!! "re)t$ 9nilever /roducts are at 2ome everyw2ereH 7avorites wit2 consumers t2roug2out t2e world6 7rom t2e emerging markets o7 Asia and 1atin America to t2e develo/ed economies o7 )estern Euro/e and ort2 America& 9nilever meets t2e needs o7 consumers around t2e world6 in $ot2 new and esta$lis2ed markets& .onsumers vary 7rom country to country in t2eir /re7erences and 2a$its and 9nilever ada/t many o7 its $rands to suit local tastes& 8or exam/le6 among 9nilever0s many teas6 it /roduces around 3@ se/arate $rands o7 $lack tea s/eci7ically tailored 7or consum/tion in over 3@ di77erent countries and 9nilever is constantly s2ar/ening t2e 7lavors to suit all its local markets& ,n some societies6 consumers 2ave traditionally was2ed u/ $y s/onging as26 sand or detergent onto t2eir dis2es6 $e7ore rinsing& 1earning 7rom t2ese esta$lis2ed /ractices6 9nilever develo/ed Vim dis2 was2 $ar6 to $ring im/roved cleaning to existing was2ing routines& S2o//ing 2a$its also vary and t2e availa$ility o7 9nilever0s $rands is a key concern o7 local managers& 9nilever ada/t t2e distri$ution o7 its $rands to suit local realities& ,n Euro/e6 customers $ene7it 7rom swi7ter6 easier dis/atc2 t2roug2 online ordering o7 7ro5en 7oods& )2ile6 in *an5ania6 9nilever 2as /iloted $icycle
19

delivery o7 /roducts to villages inaccessi$le to motor trans/ort& Building on a /resence t2at in /laces stretc2es $ack nearly a century6 it kee/s closely in tune wit2 local consumers& 9nilever is6 in every sense6 a multi4local multinational& UNILE8ER PA%ISTAN LI-ITED 9nilever "akistan 1imited is largest 7ast moving consumer "roducts .om/any in "akistan& 9nilever "akistan 1imited is a /art o7 9nilever4 a glo$al com/any& 9nilever "akistan 1imited is /roducing more t2an 5@ $rands in "akistan& So)+ c)te"or*4 1ux toilet soa/ 1i7e$uoy 1i7e$uoy >old Fexona Bree5e PRICIN; OB=ECTI8ES "ricing is $ased on t2e 7ollowing o$%ectives 9nilever /rices its /roduct to ac2ieve a certain /ercentage o7 return on its investment& *2e $ase o7 /ricing is t2e time consumed in t2e /roduction /rocess and target revenue /er day& Sales Oriented sales& 9nilever usually 2as t2e /olicy o7 setting 2ig2 /rices since it is a leader in 7ood market& *2ey 2ave 7ixed /rices /roducts due to t2e relia$ility o7 consumers towards /rice& "rices are decided kee/ing in view t2e /rices o7 ot2er /roducts o7 same si5e6 category and ty/es& oals 9nilever sets its /rices in suc2 a way to increase t2e volume o7 <4 varieties= <car$olic soa/= <3 varieties= <3 varieties=

PRO-OTIONAL PRICIN;$
.om/any use di77erent /ricing tec2ni:ues to stimulate early /urc2ase&

20

S!"C#$L "%"&T !'#C#&

,t is given to increase sales6 like in t2e mont2 o7 Fam5an&

LO( #&T"'"ST )#&$&C#&

,nstead o7 cutting its /rice6 t2e com/any o77er customer low interest 7inancing& "F,.ES #8 S#ME "F#D9.*S #8 9 ,1EGEF "A?,S*A 1,M,*ED

CO-PANY LO;O AND LABELIN;$ .om/any logo ty/e is one o7 t2e ma%or /roducts& But not on /roducts wit2 t2e small levels w2ere t2e s/ace is needed to /resent $ot2 in7ormation re:uired $y t2e government and ot2er in7ormation t2ey $elieve is 2el/7ul to t2e consumer& .om/any name or t2e logo ty/e is usually s2own in most /rints add in maga5ines and news/a/ers& LABELIN;4 9nilever is using two ty/es o7 la$elsH Brand la$el Descri/tive la$el

Pricing
Br)nd n)#e 1u77 $eauty soa/ 1ux $eauty soa/ .a/ri $eauty soa/ >?"# +5Q4 +!Q4 +5

omparison
@A?"# 35Q4 36Q4 34Q4

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 L)'nc1in" P!)n
)e will 2ard launc2 in market on @+Q@+Q3@@( *uesday at (H@@ @0 clock ,n t2e morning and t2is /lan 2as /assed on to access a$le medias as ews/a/er6 Direct Mail 6 Broc2ures .ou/ons 6 Bandouts or 8lyers 6 Fadio 6 Maga5ines 6 *G 6 #utdoor6 suc2 as $ill$oards&

T1e Ad(ertisin" B'd"et

8or t2e advertising /ur/ose6 we 2ave 7ixed FS& B,??,???,?? :or si& #ont1& *2e main aim o7 our advertising cam/aign is to create awareness in t2e mind o7 /eo/le a$out our /roduct 7eatures6 increase in sales and earn more /ro7it& 8or introducing our /roduct in a $etter way6 we select di77erent media& Ho)rdin"4 Skin /rinting rate 360 s:uare 7eet <36x3@x6@= Fs&3+3@@R3@ Si5eH 3@ - 6@ FateH +35@@@@ B's S1e!ter4 FentH !3@6@@@ Skin /rinting Fate 360 s:uare 7eet <36x+5x3= Fs&++!@ D)i!* ne s4 Si5eH !x5 inc2 FateH 65@6@@@ every Sunday 7or 6 mont2s AdH color7ul <6mont2 S 36R65@@@@S +6(@@@@=

=)n" (S'nd)* #)")9ine)4

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Si5eH 3!R4 S +@'R5@@S54@@@ .olor S M +5@A S '+@@@ <++@@@@= C),!e Ads4 )orld call ca$le etwork MA- .a$le etwork Poster Si5e +5R3@ inc2 .ostH 5 ru/ees Tty 5@@6@@@ 36 356@@@ 7or 6 mont2s <6mont2s S 3R36 35@@@S 46 5@6@@@= +6 '@6@@@ 7or 6 mont2s <6mont2s S 3R+6 '@6@@@ S 36 6@6@@@= <6mont2sS 36R++@@@@S 3'6@@@@=

For C#ont1s
Boarding Bus s2elter "oster "ress Ad <Daily news= "ress Ad <Sunday maga5ine= Ary tv& 3@sec Aa% tv 3@sec >eo tv 3@sec .a$le etworkH )orld call Max 8M Fadio Misc&ex/& Tot)!4 3!@@@@@ !3@@@@ 35@@@@@ +6(@@@@@ 3'6@@@@ 33@@@@@ 35@@@@@ 6@@@@@@ 45@@@@ 36@@@@ (3@@@@ !'@6@@@ B,??,??,???

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