Hair Care GHAZI PLAZA, F-8 MARKAZ, ISLAMABAD 051-5268555

www.locksluster shampoo.com Problem identification and Opportunity assessment Introduction Ten years ago, foreign consumer products were scarce in Pakistan and only available to the affluent. Import restrictions prevented hundreds of foreign consumer goods from entrance to Pakistan. With increase emphasis on globalization, many multinationals came in Pakistani market with different brands some succeeded and some gone back. Same happened with shampoo market, during last 10 years almost 34 registered brands experienced their shampoos product here but yet not introduced a dry shampoo. Pakistani market is vast in terms of any hair product but there are few innovations that are practiced by global multinationals for improvements and market share over the past few years. Dry shampoo is one of them. Think of those mornings when you hit the snooze button a few too many times, and you wake up with barely enough time to pull on some clothes and rush out the door to the office. a water-free way to freshen and restyle your hair when you don't have time for a shower. Just sprinkle or spray the preparation on your hair, wait a few moments for it to absorb the oil and other, and then brush or blot it out. After study our group has found that all the top world-class dry shampoos have problem that when used they leaves a sticky material in hair due to the formula they use for immediate result is to use gel to take away your hair oil. It contains some essential oils and organic ingredients to control oil and to keep the hair and scalp healthy. The formula includes: Organic Sambucus Nigra flowers, Vitamin B3, Yeast Extract, Horse Chestnut, Vitamin B5, Moisturizing Serum, and Zinc Gluconate. This complain let the customers of that product not so much brand loyal. So why not unilever should think about a new market, a new product and improved formula of using natural herbs and ingredients so that chemicals may not stick in your hair and should not damage your hairs. There are some organic ingredients and essential oils which makes it much healthier than other dry shampoos. Most dry shampoos dont stop

itching after application and that is major reason that no one in this market is a leader for long time, people shift from products. We are going to introduce Dry Shampoos as a new product of our unilever company that we are expecting to becoming one of the most wanted products for hair care and styling and they are quite useful when because of the work, life tempo or for some other reason you dont have enough time to wash your hair and want to have fresh and clean hairstyle. Spray can has 200 ml and this shampoo has a nice smell when you spray it but with the time you notice it much less, it has a fragrance of perfume inside it so you can still smell it, just not so much like when you sprayed it, which is probably a good thing anyway. INGREDIENTS: Butane, Isobutene, Oryza Sativa (Rice) Starch, Propane, Alcohol Denat, Perfume, Limonene, Linanool, Geranol, Benzyl Benzoate, Distearyldimonium, Cetrimonium Chloride, cocoa butter and coconut oil. Peppermint oil works well for oily hair, while lavender oil is ideal for dry, damaged hair. Shampoo name: locks luster For the sun protection factor: These ingredients fall into two broad categories - absorbers (which create a chemical reaction to absorb UV) or reflectors (which are physical barriers that block or reflect UV rays away from the skin). Commonly used absorbers include homosalate, octisalate (also called octyl salicylate), octinoxate (also called octyl methoxycinnamate or OMC), octocrylene, oxybenzone, and avobenzone. The reflectors are titanium dioxide and zinc oxide. MADE BY: Unilever Pakistan limited Background of unilever Pakistan ltd: Our brands are trusted everywhere and, by listening to the people who buy them, we've grown into one of the world's most successful consumer goods companies. In fact, 150 million times a day, someone somewhere chooses a Unilever product. Look in your fridge, or on the bathroom shelf, and you're bound to see one of our wellknown brands. We create market and distribute the products that people choose to feed their families and keep themselves and their homes clean and fresh. People's lives are changing fast. As the way we all live and work evolves, our needs and tastes change too. At Unilever we aim to help people in their daily lives. So we keep

developing new products, improving tried and tested brands and promoting better, more efficient ways of working. We have a portfolio of brands that are popular across the globe - as well as regional products and local varieties of famous-name goods. This diversity comes from two of our key strengths. Strong roots in local markets and first-hand knowledge of the local culture. World-class business everywhere. expertise applied internationally to serve consumers

Focusing on performance and productivity, we encourage our people to develop new ideas and put fresh approaches into practice. Hand in hand with this is a strong sense of responsibility to the communities we serve. We don't only measure success in financial terms; how we achieve results is important too. We work hard to conduct our business with integrity - respecting our employees, our consumers and the environment around us. Unilever is one of the world's leading suppliers of fast-moving consumer goods. Here are some recent highlights from our three global divisions - Foods, home care and personal care. Foods The acquisition of Best foods in 2000 brought us leadership in the culinary category. Knorr is now our biggest brand, with 2.3 billion sales in over 100 countries and a product range covering soups, bouillons, sauces, noodles and complete meals. We are 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. We are 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). We have met consumer demand for healthy foods by launching proactive, a spread which contains ingredients that can help reduce cholesterol levels. In the branded olive oil category we are a leader, the most important brand being Bertolli. Appealing to consumers' taste for Mediterranean food, we have launched Bertolli pasta sauces and dressings. We are 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.

We are the largest seller of packet tea in the world through our Lipton and Brooke Bond brands. Home & personal care We lead the home care market in much of the world, which includes cleansing and hygiene products. Many of our home care products are market leaders including Brilhante, Cif, Comfort, Domestos, Omo, Skip and Snuggle. Within the personal care market, we are global leaders in products for skin cleansing, deodorants and antiperspirants. Our global core brands in the personal care market are Axe, Dove, Lux, Pond's, Rexona and Sunsilk. And now we are going to launch a new product as DRY SHAMPOO by washing your hair without water, you can use it as temporal replacement if you have no free time. They are coming in the spray cans. Dry Shampoo is the quick and convenient way to get soft, clean and fresh smelling hair, without water. It offers an instant fix by revitalizing greasy, dull and lifeless hair. It thickens thin fly-away hair and adds texture and body for that easy style solution. Also it gives your hair with total sun protection because of the special ingredients we are using in its manufacturing. All round hair savior and festival favourite, their dry shampoo instantly refreshes hair in between washes. The feather light spray absorbs oil at the root and brushes out to leave fresh scented hair. Surely it can save you if you have no time to wash your hair and you have something important to do or go to a meeting, event, someone is coming to visit, etc also the kids are crying, you're late to work, the hot water is out or a multitude of other reasons. These are all good exceptions for not being able to wash your hair. HOW TO USE IT: Shake can vigorously, spray evenly over hair, massage into scalp with fingertips, let sit a few moments and brush out preferably using a natural brush . Hold it too close and the white streaks are very difficult to rub out . You may also want to spray roots beneath of your hair for more volume and avoid spraying on just one spot or you might end up with sticky powder on your hair. Range: 1. Original- Clean and Classic for oily hair Are you a one off? Then get to grips with Original. Adored by innovators and originators, its the classic dry shampoo that instantly makes your hair feel clean, fresh and full of body and texture.

2. Tropical- Coconut and Exotic-Caribbean heat, coconut aromas and party vibes are locked into this Tropical edition. Its the instant, deliciously exotic way to get clean, fresh hair full of body and texture. And theres no need for water! 3. Dry and damaged hair- lavender oil All of the products are riches with sun protection ingredients (homosalate, octisalate (also called octyl salicylate), octinoxate (also called octyl methoxycinnamate or OMC), octocrylene, oxybenzone, and avobenzone,titanium dioxide and zinc oxide.) Features of dry shampoo: I. Spray shampoo II. Sun protection III. Fragrance Areas to serve: With 36% portion of urban areas, Pakistani market has already captured an eye of multinational brands and products While Pakistan has portions of their population that would be considered wealthy or middle class by Western standards, a much greater percentage urban areas of Pakistans population is high and middle class. Understanding the characteristics that make the people and the market in urban Pakistan unique can help corporations to enter this market with success. The key characteristics define the term urban, determine the amount and flow of income, and determine the types of products and packages that are typically used in urban Pakistan. Urban income With an average income of 89$/month people are tend to purchase their home usage products in bulk in the end of month rather than sachets and small mini packets. with this urban citizens rely on industries and whenever situation changes ,their level of income also changes.e.g increase in prices of electricity and fuels. The Distribution Networks: Distribution networks in emerging markets tend to be very unique and often times disjointed. Pakistan is no exception. Before a multinational corporation even considers entering new market with new product, it is important to first get an understanding of

the current distribution system characteristics as well as the ways that the system is likely to change over time In doing so, a company can assess whether or not accurate and timely product distribution can be achieved without first investing in the distribution networks. Some of the characteristics unique to Pakistani distribution networks include the modes of transportation used as well as the point of sale. Despite the challenges of the Pakistani market distribution environment, there have been distribution successes from multinational corporations.

Distribution channels of unilever:

Point of Sale The retail establishment where most consumers purchase their day-to-day goods is at a kirana or street shop. These small open stalls line the streets and are approximately the size of a living room. Consumers purchase everything from bananas to razors at a kirana. With over 2.5 million kiranas throughout Pakistan, there are also big shopping malls which are known for good brands, keeping store shelves stocked is one of the main challenges to consumer goods manufacturers. In order to reach these local shops and establish a brand presence in them, unilever has a substantial amount of working capital and a large committed sales force.

Thinking medium and large As discussed above, people with good income level tend to purchase the large of anything in bulk for a month. so when we think about the size of our product it will obviously a medium and large sized bottle .

Communication: When targeting the 70% of urban market,it means most of your customers are literate so it must be ensured that our customer must not switch the brand because the literate customer not only see the product but also the features and aesthetics associated with product so communicating brand values through the package rather than with words will be the key focus. By creating a bond with the consumer through the package, unilever are already able to establish a relationship that encourages repeat purchases of their products. Bright colors will be used on packages to differentiate a product from the others on the shelf and to create a lasting impression in a consumers mind and give them pure shampoo sense and taste. In the eyes of the consumer, branded products are associated with quality and value. Sunsilk, the largest selling shampoo in the Pakistan, found success in the market by using unelaborated packaging to position their product as one that cleaned well yet was affordable. Expected challenges: I. Seasonal demand (winter summer factor). II. Lower per capita Income. III. Lack of know how about dry shampoo.

The five forces model: Bargaining power of customers: The bargaining power of buyers is high because of presence of sunsilk P&G and High bargaining power because of various cheap price competitors like life boy. Rivalry: There is category rivalry between unilever and P&G. This rivalry leads to a pressure on prices and significant investments in advertising in an attempt to build and maintain brand loyalty Thus unilever & P&G heatedly over prices, suppliers , spokespeople , retail space and mostly the taste buds from consumers. The threat of new entrance: Threat for new entrance is huge in this market, with increased advertisements some other multi nationals also try each day to make space here. and if we look at malls and super markets there is a huge variety of shampoo products from indian,chinese and other

countries who do not directly advertize their brand but still captured the eye of consumes. Substitutes: A unique, novel experience and the opportunity to socialize are the main attractions culture. In the Pakistan context, restaurants, hair oil and could be viewed as viable substitutes. Shampoo has managed to differentiate themselves as more of a lifestyle oriented industry compared to the others which satisfy basic needs. A bigger threat of substitution would be from regular hair shampoo and herbal hair oil could be a threat.

Market Factors of Shampoo market: Market size Dry shampoo in Pakistan is in its infancy due to the lack of awareness among the population. In value terms, the health food drink market is around Rs 1, 400 crore and in volume terms around 65,000 tones per annum which is three time greater then shampoo market.
Market growth:

According to market research shampoo in urban is still at nascent at stage when compared to rural. However the regular shampoo in Pakistan grew at 50% a year between 2002 and 2009 on the back of an increasing modern retail stores.

Target Audience I. Monthly household income of Rs 10 -20 (thousands) II. III. IV. Females and males in age group of 16 plus People with busy schedules. Office workers and employees.

Major competitors I. P&G

II.

Colgate Palmolive

Marketing strategy

I. II. III.

Product name: punch line : quality divine Quality: A very effective sun protector and a dry shampoo, with refreshing herbal extracts, specially formulated to prevent heartsickness and hair fall due to damage. No harmful chemicals.

IV.

Safety: Completely Non- harmful. Safe to use on artificially colored or permed hair. Safe for daily use. Suitable for any person above 5 years of age.

V. VI. VII.

Packing and Packaging: 100 ml and 200 ml plastic bottles. Pictures of the key ingredients will be displayed on the pack. Safety lock will be on the cap of the bottle to ensure the customer of non-adulteration. Labeling and Brief description of Quality.

Directions for use. Key ingredients. Safety Features. Price, Quantity, Companys name, companys logo etc Barcode.

Slogan It is more than a shampoo

Short-Term Objectives I. Improve market presence by 20%

II. III.

Improving the packing from 100 and 200 ml to more diversified and small and large bottles. Improving the shelf presence.

Long-Term Objectives: I. Innovation in fragrance and flavors. II. Improvement in features of product.

Marketing Objective I. To offer consumer best hair health through sun protection. II. III. IV. To establish as market leader in dry shampoo To enable dry shampoo tobalance,satisfy, fulfill the consumers personality & lifestyle To increase dry shampoo popularity among shampoo product.

Distribution Strategy Many companies view the rural markets as great opportunity for expanding their sales but find distribution as a major problem. Unfortunately, it is almost impossible to transplant strategies which work successfully in urban markets onto rural markets, namely, extensive retailing and sustained pull generation through mass media advertising. The road blocks to reach the rural customers are: Lack of adequate transport facilities. Large distances between villages. Lack of pucca roads connecting villages to nearest townships. Lack of proper retail outlets Lack of mass media infrastructure. Joint distribution with unilever Unilever has a huge distribution chain with over 190 cities of pakistan.Their products are everywhere. Unilever is an expected joint partner of our product.

Formal media I. Newspapers and magazines II. III. IV. Television Outdoor advertisements Wall paintings

Our status: Nature of business: Manufacturing Description of Business: We are going to launch a new venture with the name "Hair Care" and our first product would be the Dry Shampoo. This product is new in the Pakistani market. It has different benefits for the customers; because of the busy life people do not have enough time, so Dry Shampoo is a readymade product, it also has fragrance in it and gives protection from sun light. Our team: Co-owners: Muhammad Atiq, Sana Akram, Abdullah Khan, Usman arshad Background: Idea screening-personal care-unilver Pakistan ltd- a dry shampoo with natural and health care ingredients. Concept development and testing: Primary research: currently there are no competitors of our product, as it is unique and new in Pakistani market. We are launching it as a first mover

Secondary research: our target group understands our product and showed that they are willing to buy it. Most of them will attempt to buy it. Our target market: mostly males/females with age group between 21-35, business class professionals and people with high health concept. Business analysis: our concept: a dry shampoo that contain natural material and make your efficiency to clean your hair. Marketing mix: Product: strategy niche based on idea screening and idea generation. Dry shampoo with healthy and natural ingredients. Product line: different color and different sizes and packages Price: Promotion: One way marketing communication through tv advertisements and website. Two way marketing communication through social media network. Place: retailers and through online.

Location The location of our venture would be in F-8 Markaz Islamabad. Our all manufacturing and distribution will be done from here. Our product will be available in every store of every city of the country. This is the best place because of the different reasons like our suppliers of raw materials have an easy access to this, it also saves costs. It has a huhge parking area. We will also have a website for online ordering of our product. Why customers will buy Dry Shampoo?

No doubt, many other companies are making the shampoos for hair protection but to use that shampoo you have to wash your head or take bath. This activity is time consuming because people in this era are busy and don't have time. So, it is a readymade product, consumers can use i whenever they want to use it. It also gives different benefits like protection from sunlight and fragrance which lasts for a longer period of time. It is a kind of "three in one product". Moreover, all the ingredients which are used in it are not harmful to the hair or skin. Most of the shampoos which are provided by other companies have many side effects. This Dry Shampoo does not have any side effect. Vender: Venders (raw material suppliers) are the lifeblood of every business. Before selecting our vender, we did evaluate at least five venders and selected the best one. We have done the agreement with him on different things like: Timely supply without delay Reasonable price and discounts Quick response Transparent (because of his transparency there will be no waste of time on inspection) He will be responsible, wear and tear occurs to the material He will communicate, take responsibility and will be accountable Industry analysis: Economy Pakistan is a developing country and its economy is growing. As a result of this, the income level of people is increasing and because of the awareness created by media and other sources, people are becoming more health conscious .As a result of the awareness, they are spending more on their health. Moreover, all the other shampoos which are made by other companies have many side effects. Thats why; there are greater chances of increasing demand for our product. Our number of customers will also increase. Culture Majority of the people living in Pakistan are Muslims and in Islam greater importance is given to the cleanliness. That's why; being neat and clean is valued in our culture.

People who keep their hair clean and stylish are considered modern and civilized. In our culture, people don't want to become dependent on others so they are working hard to make their careers. In doing so, they have huge competition and no time to waste. These are the same characteristics about our culture which will help in the success of our new product. Technology Technology is changing at a faster pace and it is also changing the way of life of people. Whatever innovation comes, majority of the people adopt it and feel happy and proud because they consider themselves modern. So, we are hopefull that our new "Dry Shampoo" will be adopted by the people. We will also use the technology for the support of our new venture like for advertising, for manufacturing, for customer connection (online) etc. So change in technology will be helpful for the success of our new venture. Demand There is a huge demand for this kind of products like shampoo in Pakistan. Almost, every class upper, middle and lower purchases it. It has become a fashion. Shampoo is provided in different size of bottles and satches which is an indication of this. We will also run a powerful advertising campaign and our product is unique and will give maximum utility to our customers without any side effects. That's why, there is a potential for a huge demand for "Dry Shampoo" in the market. Competition There would be a huge competition for our product, because, there are many other big brands in the market which are providing the same kind of products already. They will try to copy it but we will have patents for it. In other words, this competition is good for us because it will compel us for doing our business practices in a better way. Marketing Plan: Pricing We will not sell our product at cheaper price. We will not position ourselves as low cost. High price automatically means high quality of product and services. Similarly, low price means low quality. People will get the same as they pay for. We will charge competitive prices and will compete on quality and service.

Moreover, we will deliver our products in such a way that we will be able to charge premium price. Distribution

Promotion For promotion, we will use different options. We will use routers, sign boards, radio and cable. We will also sponsor different competitions like fashion shows. These all attempts will make our brand well known and well reputed. On opening day event, we will invite the personalities like singers, top models and hair stylists etc. Customer relationship We will try to have a better relationship with the customers. We will have a questionnaire which we will use to get the better ideas for the improvement of our services. Customers will be provided with the coupons and on every shopping they will get some credits. The customer who will cross a certain limit will be considered as a lucky customer and will be awarded a gift. For example, gift can be an umbrella on which monogram of the venture will be printed. This will help for the promotion and also for the motivation of the customers. Sales forecast: After a year, the sales forecast will be simple but in the beginning we will get help from other sources like from a competitor, by studying the attitude of the students and other people for the purchases of the books and other items. Universities, schools, colleges, private institutions, teachers and professors, they all can help us in this. Organizational plan: Form of ownership We all four members will be the partners. It will be a general partnership. All partners will share the equal liability. In case of profit distribution, it will be shared equally and according to the contract. Organizational structure

One partner will act as the boss and will be selected after the voting of every partner. Time duration will be six months and after this voting will be done again. Identification of partners All the partners are the business students. Luckily, all partners have one or two members already in the business, because of this, they have the practical know how of business. Moreover, all partners have different majors in business which are Finance, Marketing and HR. This will help us in the business. HR specialist help us in dealing with the human resource, finance specialist will help us in making good financial decisions and strategies and, similarly, marketing specialist will help us in our marketing or advertising efforts. Personal plan Every partner has a personal plan that he wants to contribute to the success of the venture. It will help because it will motivate every employee and they will show commitment. Management control All partners will have the equal control. Since, every partner has the stake in the business, so, everyone will work in the best interest of the venture. Responsibilities will be distributed according to the specialty, like, The partner who has the specialty of HR will be responsible for the affairs regarding the human resources (HR Manager), the Finance personnel will keep an eye and will be responsible for all financial decisions (Finance Manager) and Marketing manager will be responsible for all the activities belonging to the advertising and promotion. Treatment with employees No organization or venture can get success without its committed and loyal employees. We will take care of our employees; appropriate salary will be given, medical facilities will be provided and on special occasions like Eid gifts in shape of shoes and clothes will be given. Another important thing about employees is that, they would be in proper uniform. So, customers will be comfortable in recognizing them. Our employees will be skilled and after hiring they will be trained about the culture of our company. To recruit them we will use brochures.

Assessment of risk: Weaknesses of business In our new venture there would be no weaknesses in the areas like financing, marketing and human resource, because, we have the managers which are specialist in their field. Moreover, these specialists are the partners, so, it will no allow them to show negligence. Possibly, there is a potential risk from the competitors, because, they are already in the business and we are completely new. New technologies Advancement in technology will not badly affect our venture because we already have the website for online purchasing. Whatever, advancement will occur it will help us like new advancements in promotion etc. Contingency plan: For major disasters like theft and fire, we have a contingency plan. For this, we will have insurance. Similarly, we will have patents for our product. Operation plan: Description of companys operation We will have an outlet in F-8 Markaz and all the manufacturing will be done here. We will also have a website for online order placement and advertising. We will sell our product to the wholesalers and also sell directly to the customers. Flow of orders We will provide the contact number of the outlet and also communicate website address. So, customers will be able to put orders using both of these options. Type of inventory Our inventory will be in the form of finished goods. Strategy: We intend the constant growth of the business and want it to be the number one brand in its industry. We will work for increasing the numbers of customers or market share. We

have website for the online purchasing, so, customers in any part of the country can access it for their purchasing. To compete certain resources are need like human, finance, skills and facilities. We will have no problem in attaining and better management of these resources because we have specialties of managing these resources in a better way. In the form of partners, we have finance manager, human resource manager and marketing manager. Financing: Total expenses on the opening of our venture would be approximately 1 crore 15 laces. Initial financing requested is a loan of 70 laces and it will be paid back in 4 years. This loan will be used for purchases and advertising. This report is confidential and is the property of the co-owners mentioned above. It is indented to be used by the persons to whom it is transmitted only and reproduction of any part of this document without the written permission of the company is prohibited. Exit strategy: Our future plans are the expansion of our business not for exit.