MARKET SEGMENTATION

The division of a market into different homogeneous groups of consumers is known as Market
Segmentation.
Rather than offer the same marketing mix to vastly different customers, market segmentation
makes it possible for firms to tailor the marketing mix for specific target markets, thus better
satisfying customer needs. Not all elements of the marketing mix are necessarily changed from
one segment to the next. For example, in some cases only the promotional campaigns would
differ.
A market segment should be:

measurable

accessible by communication and distribution channels

different in its response to a marketing mix

durable (not changing too quickly)

substantial enough to be profitable

HAIR MAX SHAMPOO

has been segmented into his consumer markets on these bases as

described below.

Bases for Segmented Consumer Markets

A Basis for Segmentation is a factor that varies among groups within a market, but that is
consistent within the groups. There is no single way to segment a market. A marketer has to try
different segmentation variables, alone and in combination, to find the best way to view the
market structure.
HAIR MAX SHAMPOO

has identified four primarily basis on which to segment a consumer

market as given below.

1) Geographical Segmentation
2) Psychological Segmentation

3) Demographical Segmentation
4) Behavioral Segmentation
Geographical Segmentation

Geographical segmentation is done by dividing people (markets) into different geographical

locations. The country, state, or neighborhood, the king of gentry, climate, size of a place
segmented into size of its age wise population, etc., all play a role in devising market
strategies. This helps the producer and the marketers to understand what will sell and what
won't. For example, a market for winter wear would definitely not work in warm regions.
HAIR MAX SHAMPOO has divided his markets into these Geographical Locations.
World region or country

Pakistan

City or metro size

All cities in Pakistan

Country region

East, West, North, South

Density

Urban, Suburban, Exurban

Psychographic Segmentation

Segmenting people according to their lifestyle and values, and how they translate into
consumption or purchases of products or services is what psychographic segmentation is all
about. How one's interest, opinions, values, attitude, and the activities they perform, affect
their choices and why a group of people would lean towards one product more than others. A
high status would translate into an expensive flying habit, while a thrift value will translate
into an economy flight.
HAIR MAX SHAMPOO has divided his markets into these Psychographic Variables.
Social Class Upper Lowers, Working Class, Middle Class, Upper Middles, Lower Uppers
Lifestyle
Personality

Achievers, Strivers
Ambitious

Demographic Segmentation

Demographic segmentation refers to a wide study of potential customers. While marketing a

product, many variables like age, gender, education, income, family size, occupation,
socioeconomic status, culture, religion, language, and nationality are taken into account.
There are many instances where such segmentation has worked very profitably. This
segmentation plays a vital role in determining whether a product can be mass marketed or
designed for a specific clientele.
HAIR MAX SHAMPOO has divided his markets into these Demographic Variables.
Age

18-45

Gender

Female

Family Size

1-2, 3-4, 5+

Family Life Style

Young Girls, Single, Married, Married with Children,

Unmarried Couples, Students

Occupation

Professional and technical; managers, officials, and

proprietors; clerical, sales; craftspeople; supervisors;
operatives; farmers; retired; students; homemakers; unemployed

Education

Literate, Illiterate

Religion

All Religions

Nationality

Pakistani

Behavioral Segmentation

Behavioral segmentation is based on the customer's needs and subsequent reaction to those
needs or towards the purchase of intended products and/or services. This study is conducted on
all variables that are closely related to the product itself, like loyalty to a particular brand, costeffectiveness in terms of benefits and usage, circumstances responsible for the purchase,
whether the customer is a regular, a first timer, or and has the potential to become a customer,
and whether the readiness to buy is linked to status.
HAIR MAX SHAMPOO has divided his markets into these Behavioral Variables.

Occasions

Regular Occasions

Benefits

Quality

User Status

Regular Users, First Time User, Potential Users

User Rates

Medium User, Heavy User

Readiness Stage

Aware, Unaware

MARKET POSITIONING

Positioning is a perceptual location. It's where your product or service fits into the marketplace.
Effective positioning puts you first in line in the minds of potential customers.
Positioning is a powerful tool that allows you to create an image. And image is the outward
representation of being who you want to be, doing what you want to do, and having what you
want to have. Positioning yourself can lead to personal fulfillment. Being positioned by
someone else restricts your choices and limits your opportunities.
That's why it's so important for entrepreneurs to transform their passion into a market position.
If you don't define your product or service, a competitor will do it for you. Your position in the
market place evolves from the defining characteristics of your product.
Market positioning is the manipulation of a brand or family of brands to create a positive
perception in the eyes of the public. If a product is well positioned, it will have strong sales, and
it may become the go-to brand for people who need that particular product. Poor positioning, on
the other hand, can lead to bad sales and a dubious reputation. A number of things are involved
in market positioning, with entire firms specializing in this activity and working with clients to
position their products effectively.
When a product is released, the company needs to think beyond what the product is for when it
comes to positioning. It also thinks about the kinds of people it wants to buy the product.

Using product differentiation, we are positioning the Hair Max Shampoo which is the most effective for
hair. We will focus on mainly on the effectiveness of the shampoo along with the sweet smell. The

Positioning Line of HAIR MAX SHAMPOO will be A VERSATILE HAIR SOLUTION.

You will be happy by the sweet smell of bally flower. We try our best to keep your hair dandruff free, long & strong,
cooling, smooth & shiner. We will send this statement to the targeted customers. Those who use Dove are
concerned about high price and those use other shampoo and color is concerned about their performance.
So, the customers can switch if they get a combined offer of service quality, price and new flavor. We
hope that our customers will prefer our product over the competitors product. We will have totally
different and most attractive packaging process. This Positioning Line is differentiated HAIR MAX

SHAMPOO from competitors. This positioning Line shows that Hair Max Shampoo is a
serious product so that customers can perceive our product positively.

Selecting an Overall Positioning Strategy

Consumers typically choose products and services that give them the greatest value. Thus,
marketers want to position their brands on the key benefits that they offer relative to competing
brands. The full positioning of a brand is called the brand's value propositionthe full mix of
benefits upon which the brand is positioned. It is the answer to the customer's question "Why
should I buy your brand?"
Figure shows possible value propositions upon which a company might position its products. In
the figure, the five green cells represent winning value propositionspositioning that gives the
company competitive advantage. The orange cells, however, represent losing value propositions,
and the center cell represents at best a marginal proposition. In the following sections, we discuss
the five winning value propositions companies can use to position their products: more for more,
more for the same, the same for less, less for much less, and more for less.
HAIR MAX SHAMPOO has been
positioned upon MORE FOR THE
SAME value propositions which means the
price of Hair Max Shampoo is that of same
as that of competitors while it provides more
Benefits as compare to its Competitors.
MORE FOR THE SAME is a competition
proposition which our company select to
attack on Competitors.
Hair Max Shampoo develops a Product Line
Of Shampoos like all other Competitors but it
Provides More Product Benefits, Product Quality and Product Features as compare to its
Competitors. Initially at the awareness stage and in order to Penetrate in the Market our
Company Plans for the First Year to decrease the Prices of Hair Max Shampoo but the Decrease
will not more that Rs: 10 from its competitors and Increase the Investments On the Marketing of
our Product in our Target audience and also to provide awareness to the unaware and not
interested people so they can take interest in our product. In this way the Hair Max Shampoo
can be in a position to get a fine Market Share in a highly Competitive Environment. After that in
the Second Year Prices will be equal to that of competitors and the Investments on
Marketing will decrease by 10% in order to generate Revenues.

PRODUCT

The product is a tangible one. It can be perceived by our 5 different sense organs and it is
physical. This product was made for hair treatment it also has extra features that adds to the
promotional strategies. It has different types of brands for different hair types. It can offer a hair
treatment for frizzy hair; it also makes your hair smooth, Long, Strong, Shiny. If you want to
have a good hair shape they also have available brand types to repair the shape of your hair. They
also have anti-dryness for those who have dry scalp and so on and so forth. This will make the
Hair Max Shampoo very popular in the market. It can be classified as staple goods because
consumers would love to buy it regularly. It is somehow a need for them to have shampoo for a
better hair types.

PRODUCT

TYPE

HAIR MAX SHANPOO is a Convenience Product. The purchase decision of this product is
not taking too much time because it is available at low prices. Customers utilize it frequently and
use it on Daily Basis.

PRODUCT

DECISIONS

This phase include the all decisions that helps us to attract our customer.
Product attributes:

It means the combination of the product and services. Our product is the HAIR MAX SHAMPOO
and the service of this product includes the delivery of this product to the shops and to the end
customers. These are the extra features of the product and the extra feature of the HAIR MAX
SHAMPOO

is its free delivery to the market and also the other feature of the product is its expiry

that its expire then company change it .

Product Features:

A product can be offered with varying Features. A stripped down model, one without extras, is
the starting point. The company can create Higher Level models by adding more features.
Features are the competitive tool for differentiating the companys product from Competitors
products. HAIR MAX SHAMPOO is available in different flavors which are Anti-Dandruff

Shampoo Eliminates dandruff without drying your hair, Heat Defence Shampoo contains the
Advanced protecting serum contains millions of micro particles that protect and strengthen hair
from damage caused by frequently heat styling. Generally removes product build up & styling
residues leaving your hair in great condition and ready to style every day. The new daily regime
that starts heat protecting at the washing stage, Damage Repair Shampoo Acts on origin of
dandruff from first wash, Helps restore hair surface leaving hair soft and smooth, Advanced care
and repair for beautiful hair.
Its core purpose is the good hair and A Versatile Hair Solution but these are the extra features
that add the value in it and more satisfy the customer.
Quality level:

The quality level of the HAIR MAX SHAMPOO will be very good because it finish the dandruff in
a few days, Eliminates dandruff without drying your hair, strengthen hair from damage caused by
frequently heat styling, Acts on origin of dandruff from first wash, Helps restore hair surface
leaving hair soft and smooth, Advanced care and repair for beautiful hair and also it make the
hair silky so we can say that the quality of this product is good.
Branding:

The brand name of this product for the target customer is good because the target customer of
this product is the young generation and according to this targeting the brand name is very well.

Packaging:

The packaging of the HAIR MAX SHAMPOO is in the big, medium and small bottles and also it is
available in the small sachets that should save it from the germs and other environmental factors
and also it used to attract the customers. It is available in different colors White, Brown, Black. It
should be necessary that the designing of the product is according to the customer need and

according to our view the designing of the HAIR MAX SHAMPOO is good because it is available
in family pack and also available in small pack.

Labeling:

Label ranges from simple Tags attached to products to complex graphics that are part of the
packing. They perform several functions. The Label of HAIR MAX SHAMPOO identifies our
product or Brand. Secondly it also shows that Arslan & Co is the Company who manufactured
it. The Label also contains the Product Benefits and as well as Ingredients of the Product. The
Column Direction shows How to use it and when to use it. It also contains The Manufacturing
and Expiration date of the product and also the Net Weight of the product. The Price Tag will
be separately attached onto the Label.

Product Support Services:

The installation of this product is that the delivery of this product to the market is
without any extra price which is the extra feature of this product basically there is a
dealer of Arslan & Co

in every Target Geographical locations who deliver the

product.
HAIR MAX SHAMPOO provides the following Product Support Services.

As such there is no after sale service so this value added feature in this

product is not included.

If this shampoo expires in the shop then there is the facility that the
company will change it.

PRICE
Price is second most components of the four Ps of the market mix. Price is defined as The
amount of money charged for a product or service or the sum of the values that consumers
exchange for the benefits of having or using the product or service. Simply price is the amount
of money with utility needed to acquire a product and utility is an attribute with the potential to
satisfy wants.
Price is what you pay for what you get.
Price is the only element of the mix that provides revenue, the other elements are costs (there is
cost in building product or service, promoting it, and placing or distributing it). It is extremely
important for marketers to remember that individuals in a market are highly receptive not only to
the price of an item, but also to the value offered by the product.
Successful companies take special consideration at the different parts involved in setting its
prices. For this they take into account that the prices they offer for their products and services
must strike a balance between gaining acceptance with the target customers and making the
profit for the organization. Item such as list price, discounts, allowances, payment periods and
credit terms are items that work together to set the price of the product.
The prices of HAIR MAX SHAMPOO are based on the value based pricing which means that we
use several standards to define the price like product design , product cost, delivery etc. Our
prices are not too high but they fall between high and low that is they are sufficient to create
demand and to produce a profit.
New Product Strategy of HAIR MAX SHAMPOO is given as under.

NEW PRODUCT PRICING STRATEGY

Market penetration:

Our Company use Market Penetration to penetrate their market. Company lower the price to
attract their target audiences to buy the product because it is a need and consumers find
irresistible whenever they buy this product. It is good strategy for the company to lower the price
so that it can reach even to the lower class people of the society.

Promo Pricing:

Our Company will also Introduce sachet so to attract the Low income and students, and it is the
need of the hour that all other competitors has introduced Sachet so Our Company will
Concentrate on it. Company will use Promo pricing by giving promos to all the buyers and the
users of the product. Its like if they will buy a dozen sachet of shampoo they can get a free half
dozen of it. HAIR MAX SHAMPOO will come in two pouches per sachet which is a part of our
promo so that it can attract customers.
Market skimming:
HAIR MAX SHAMPOO

not use the concept of market skimming because of it cannot increase its

price to high generate maximum revenue there price is stable. And if any changes comes to its
price then its maximum two to three increase.
Product line price:

Product line of HAIR MAX SHAMPOO include the different brand but the price of the entire brand
is same this show that HAIR MAX SHAMPOO give extra feature to its customers to attract the
customers without any change in the price

LIST PRICE

After the discussion of all the methods above we thought the most suitable method for our
product from all the methods above is customer base method because in this method we use price
to support product HAIR MAX SHAMPOO image, set price to increase product sale, design a price
rang to attract many consumers. As Shampoo market is very competitive so in order to build
existing customer loyalty, for quantity savings and for competitive reasons, we priced our
Product, HAIR MAX SHAMPOO, slightly lower than our competitors. Our major competitors are
Sunsilk, Clear For Women, Head & Shoulders, and Pantene so, for this discounting can be a
strong marketing tool.

PRICE ADJUSTMENT STRATEGIES

For the adjustment of the price make the strategies. These include four strategies which are the
situational and we can change these strategies according to the condition. These strategies are as
follows

Cash discount:

Provide discount directly to retailers if it purchase the product in bulk quantity. It is a strategy
adopt in the case of high market competition and to increase market share as compare to
competitor.
Quantity discount:

On the purchases of high volume of quantity the company reduces the price of the product which
is also the strategy for gaining the market share.
Functional discount:

A price reduction offered by the seller to trade channel members to perform certain functions
such as selling, storing, record keeping such as the Arslan & Co will provide to its
intermediaries.
Seasonal discount:

This type of discount is not applicable on HAIR MAX SHAMPOO because its sale not depends on
the season. Its sales remain constant throughout the year.

PLACEMENT
Distribution (or "Place") is the Third traditional element of the marketing mix. The other three
are Product, Price and Promotion.
CHANNAL LOCATIONS

We will distribute our product in all the cities in Pakistan for the distribution of our product HAIR
MAX SHAMPOO. So these cities are our target
markets. As you can see in the map
Currently this product will be distributed in
Urban, Suburban and as well as Exurban areas
of Pakistan.
The Company has planed that after 1 year a
campaign will be start in order to promote our
HAIR MAX SHAMPOO in Rural areas of
Pakistan.
Now this product is distributed into many areas
of cities as the convenience products are used
by the majority of people so thats why we will
distribute it to many areas in a city. Like in
Lahore City our Product HAIR MAX SHAMPOO
is available at:
DHA , Gulberg, Model Town , Bahria Town Walton
Cantt, Jauhar Town, Green Town, Iqbal Town, Awan
Town, Township, Garden Town, Faisal Town,
Sabzazar, Gulgasht Colony, Sitara Colony, Farid
Colony

etc..

CHANNAL LEVELS

A layer of intermediaries that play a role to place our provide product from manufacturer and
customer.
There are four levels of market channels which are as follows

Direct marketing channel

Indirect marketing channel
Selective distributive channel:
Intensive distributive channel:

HAIR

MAX

Selective

SHAMPOO

Distributive

will

Channel

use
in

which the product first comes to the

wholesaler then from wholesaler to
retailer and then retailer to customer.
This marketing system will be used by
the HAIR MAX SHAMPOO.

PROMOTION
Promotion is a form of corporate communication that uses various methods to reach a targeted
audience with a certain message in order to achieve specific organizational objectives. Nearly all
organizations, whether for-profit or not-for-profit, in all types of industries, must engage in some
form of promotion. Such efforts may range from multinational firms spending large sums on
securing high-profile celebrities to serve, as corporate spokespersons to the owner of a one
person enterprise passing out business cards at a local businesspersons meeting.
HAIR MAX SHAMPOO is a new Product that is going to be launched in the month of
Ramadan. The promotion campaign for HAIR MAX SHAMPOO would last for two months
starting from the Holy month of Ramadan. So we have designed our promotion campaign that
helps us to cater the market besides creating the brand identity.
Like most marketing decisions, an effective promotional strategy requires the marketer
understand how promotion fits with other pieces of the marketing puzzle (e.g., product,
distribution, pricing, target markets). Consequently, our promotion decisions should be made
with an appreciation for how it affects other areas of the company.
The company promoted HAIR MAX SHAMPOO in different kinds of advertisement. First print
advertisement, the product was promoted through this kind of advertisement. We can either use
an endorser or simply the product itself. We use big artists or stars for the product to grow big
and know by their audiences. We also use TV advertisements most especially doing some
commercials that will informed our target audiences about the product. We also use endorsers to
promote the product nationwide. Such endorsers would be Marian Rivera and Sarah Geronimo.
In case of HAIR MAX SHAMPOO, we would cater the current customers, previous customers
and potential customers of the competitors. But our focus will not be limited to urban areas or
developed areas only; we also want to create awareness to the consumers in rural and remote
areas giving them more benefits.

Because we are launching a new product in the market, so in order to stimulate demand we will
first go for Mass promotion and after creating identity of HAIR MAX SHAMPOO, well direct our
promotion activities towards target market. Eid occasion and Cricket Medium would be used as
one of the sources for promotion because that is going to be launched in the month of Ramadan.

The promotion campaign for HAIR MAX SHAMPOO would last for two months starting from the
Holy month of Ramadan. For this purpose HAIR MAX SHAMOO, would be heavy advertised
during the EID DAYS and as well as during T20 WORLD CUP held in Pakistan and the event
would be sponsored. Moreover, HAIR MAX SHAMPOO, will be used during the entire event at
subsidized rates.

In the distribution process the following promotion would be done

Wholesaler
Each wholesaler would be given a Target on Monthly basis. On achievement of the Target on
each segment (Based on the area), the wholesalers would be given a FREE Trip to Thailand
with his family. (All expenses paid)
Retailer
Just like distributor and wholesaler, Retailers would also be given a Target on Monthly basis. On
achievement of the Target, there would be a Lucky Draw of free items such as refrigerators,
air conditioners, mobile phones, television, DVD players, and a bumper prize of motor bike. The
retailer would also be given a higher % than its competitors on our HAIR MAX SHAMPOO
Product.
Distributor
Each distributor would be given a Target on Monthly basis on each bottle segment. On
achievement of the Target, the distributor would be given an extra Margin of 2% as Cash
Incentive over and above his margin. (Generic but logically would be different for each segment)

PROMOTION MIX

A companys total marketing mix_ also called its promotion mix_ consists of specific blend of
advertising, personal selling, sales promotion, and public relations tools that the company uses to
pursue its advertising and marketing objectives. Marketers have at their disposal four major

methods of promotion. Taken together these comprise the promotion mix. The four major
promotion tools are as follows:

Advertising Involves non-personal mostly paid promotions often using mass media
outlets to deliver the marketers message. While historically advertising has involved
one-way communication with little feedback opportunity for the customer experiencing
the advertisement, the advent of
computer
technology
and,
in
particular, the Internet has increased
the options that allow customers to
provide quick feedback.

Sales Promotion Involves the use

of special short-term techniques, often
in the form of incentives, to
encourage customers to respond or
undertake some activity.
For
instance, the use of retail coupons
with expiration dates requires
customers to act while the incentive is
still valid.

Public Relations Building good relations with the companys various publics by
obtaining favorable publicity, building up a good corporate image, and handling or
heading off unfavorable rumors, stories, and events. This type of promotion uses thirdparty sources, and particularly the news media, to offer a favorable mention of the
marketers company or product without direct payment to the publisher of the
information.

Personal Selling As the name implies, this form of promotion involves personal
contact between company representatives and those who have a role in purchase
decisions (e.g., make the decision, such as consumers, or have an influence on a decision,
such as members of a company buying center). Often this occurs face-to-face or via
telephone, though newer technologies allow this to occur online via video conferencing
or text chat

Communication goes beyond these specific promotion tools. The products design, its price, the
shape and color of its package, and the stores that sells it_ all communicate something to buyers.
Thus, although the promotion mix is the companys primary communication activity.

As HAIR MAX SHAMPOO is not a highly priced consumer product rather it is the finest quality
at convenient price; therefore, it doesnt strongly need personalized promotion, even then, for the
purpose of personal selling we are hoping to place our stalls at shopping malls such as Pace, AlFatah, HKB, CSD, Metro Cash and Carry, etc. Moreover, we will give ads on Eid Days in
order to build public relations. Well air a live program on Radio FM consisting of questioners
that would be asked from the callers and the winners would be awarded with surprise gifts. Apart
from Stalls and FM questionnaires, Brochures and Feedback forms would be used as well. Our
company also uses a sales promotion strategy which is discussed above like

420mL (6 Free sachet)

Purchase 3 Bottles of 250mL (Lucky draw for HAJJ/ UMRAH)

Another strategy will be focused by the company in order to increase the customers perceive
value towards our product which is Direct Marketing strategy so our Company will hoping to
place our stalls at Universities, Colleges and even at Shopping Markets Like Liberty Market,
Fortress Stadium and on these stalls a free hair test will be provided to the people in order to
suggest them our product according to their issues regarding hairs.
Although HAIR MAX SHAMPOO, is not a complicated product and doesnt require answering
numerous complex questions, even then we will use two way communication approaches in
order to avoid any confusion or misunderstanding.

ADVERTISING STRATEGY

Media selection involves four major steps which are:

deciding on reach, frequency, and impact;

Choosing among major media types;

selecting specific media vehicles; and

Deciding on media timing.

These four steps can be stared elaborately as under:

Deciding on reach, frequency:

For media selection, the advertiser must take decision on reach and frequency that are needed to
accomplish advertising objectives. Reach is a measure of the percentage of people in the target
market who are exposed to the ad campaign during a given span of time.. Frequency is the
number of times the average person in the target market is exposed to an advertising message
during a given period.
The Reach of Hair Max Shampoo is in all the cities of Pakistan as discussed above that our
target audience are all cities in Pakistan so our Reach will be to advertise our Product in all our
Target people. Our Company advertisers will try to reach 80 percent of the target market during
the first four months of the campaign. Moreover, Our Company advertisers expect an average
exposure frequency of four per week.

Choosing among major media types:

The advertiser needs to know the reach, frequency, and impact of each of the major media types
for media planning: The major media types are Television. Radio, Print
Publications, Internet, Direct Mail, Product Placement, Mobile Devices, Sponsorships, Others.
For HAIR MAX SHAMPOO, the media outlets that we have used are:

Television

Radio

Print publications

Direct mail

Billboards/ Hoardings

Sponsorship

Posters

Stalls

As HAIR MAX SHAMPOO is not a highly priced consumer product rather it is the finest quality
at convenient price; therefore, it doesnt strongly need personalized promotion, even then, for the
purpose of personal selling we are hoping to place our stalls at shopping malls such as Pace, AlFatah, HKB, CSD, Metro Cash and Carry, etc. Moreover, we will give ads on Eid Days in

order to build public relations. Well air a live program on Radio FM consisting of questioners
that would be asked from the callers and the winners would be awarded with surprise gifts. Apart
from Stalls and FM questionnaires, Brochures and Feedback forms would be used as well. Our
company also uses a sales promotion strategy which is discussed above like
420mL (6 free sachets)
Purchase 3 Bottles of 220mL (Lucky draw for HAJJ/ UMRAH)

Selecting specific media vehicles:

At this stage, the media planner must select the best media vehicles. Media vehicle is the specific
media within each general media type, such as -specific magazines, television programs or radio
programs.
HAIR MAX SHAMPOO

will chose television vehicles includes

ARY Digital

GEO TV

HUM TV

A-PLUS

DUNYA TV

EXPRESS Entertainment

PTV HOME

ATV

Firstly we will advertise our product on these TV Channels include programs like Morning
Shows of all the Pakistani Channels i.e. Nadia khan Show, Utho Jago Pakistan, Good
morning Pakistan, Good Morning with Farah, Jago Pakistan Jago. Our ads will also be
shown during Dramas Serials of TV Channels. Because our Target audience includes Females
so the females are interested to watch Dramas and Morning Shows so by advertising our product
in these programs will increases awareness and identity to our Brand.
We use big artists or stars for the product to grow big and know by their audiences. We also use
TV advertisements most especially doing some commercials that will informed our target
audiences about the product. We also use endorsers to promote the product nationwide. Such
endorsers would be Marian Rivera and Sarah Geronimo.

Eid occasion and Cricket Medium would be used as one of the sources for promotion because
that is going to be launched in the month of Ramadan. The promotion campaign for HAIR MAX
SHAMPOO would last for two months starting from the Holy month of Ramadan. For this
purpose HAIR MAX SHAMOO, would be heavy advertised during the EID DAYS and as well as
during T20 WORLD CUP held in Pakistan and the event would be sponsored. Moreover, HAIR
MAX SHAMPOO, will be used during the entire event at subsidized rates.
We will also advertise our product through Magazine vehicles include Humsay Magazine, SHE,
Akhbar e Jaha, Weekly Pulse.
Our Company also calculates the cost per thousand persons reached by a vehicle. For example, if
a full-page advertisement in Weekly Pulse cost Rs. 5,000 and Weekly Pulse readership is
40,000 people, the cost of reaching each group of 1000 persons is Rs. 125. The same
advertisement in Humsay Magazine-may cost only Rs 3,000 but reaches only 15,000 persons,
the cost of reaching each group of 1000 persons is Rs. 200. We will rank each magazine by cost
per thousand and prefer those magazines with the lower cost per thousand for reaching target
consumers. We must consider the costs of producing ads for various media. Newspaper ads may
cost hundreds while television ads may cost thousand. So, intelligent we should balance media
cost measures against several media impact factors such as vehicles audience quality, audience
attention and vehicles editorial quality.

Media timing:
Our Company must also take decisions on scheduling the advertising over a specific time
period generally one year. We can make variation in his advertising. Advertising can be done to
follow the seasonal pattern, to oppose the seasonal pattern, or to be the same all over the year.
Most firms do some seasonal advertising while some do only yearly advertising.
Thus 104 ads could either be scheduled at two per week during the year or pulsed in several
bursts. The objective is to advertise heavily for a short period to create awareness that carries
over to the next advertising period.
Firstly we will advertise our product on these TV Channels include programs like Morning
Shows of all the Pakistani Channels i.e. Nadia Khan Show, Utho Jago Pakistan, Good
Morning Pakistan, Good Morning with Farah, Jago Pakistan Jago. Our ads will also be
shown during Dramas Serials of TV Channels. Because our Target audience includes Females
so the females are interested to watch Dramas and Morning Shows so by advertising our product
in these programs will increases awareness and identity to our Brand.
Timing of our ads is at 9:00am to 12:00pm at Morning because at this time all the Females after
getting free from their housework prefer to watch Morning Shows.

Secondly our ads will be shown at 9:00pm to 12:00am because that is a time when the Drama
Serials on all the TV Channels start so by showing ads on these timings we will be in a position
to get the Brand identity and people can be aware with our Product.

Because HAIR MAX SHAMPOO, is a new product so, the chief objective of our advertising
campaign is to create the brand identity. The strategy is to get market share by providing superior
quality at acceptable price. We have many competitors providing high quality, but even then we
dont believe to be skeptical and let down there product in order to show superiority. Because we
are launching a product for the first time and the amount that would be used for promotion
(electronic, print and other media types) is Capital Investment, so we have taken the cost of
promotion in CAPEX (capital expenditure) of the company and after that it would be 5% of total
sales. For HAIR MAX SHAMPOO, the act of creating a message is often considered the creative
aspect of carrying out an advertising campaign. The basic purpose of our message is informing
people about the finest quality of our product.

COMPLETE COMPAIGN DETAILS

The campaign would be done through:

Print Media (Press Ads etc)

Electronic Media (TV, Radio etc)

Mass Media (Printings, Photography)

Since a marketer often has multiple simultaneous promotional campaigns, the objective of each
could be different.
The most obvious objective we have for our promotional activities is to convince customers to
make a decision that benefits our product (of course we believe the decision will also benefit the
customer).
However, we understand that getting customers to commit to a decision, such as a purchase
decision, is only achievable when a customer is ready to make the decision. So we have made
benefits for the customers in order to make the purchase decision easy for the customers.
In order to provide information about HAIR MAX SHAMPOO, we may use promotional
means, including direct comparisons with competitors products, in an effort to get customers to
mentally distinguish the marketers product from those of competitors.
The challenge of HAIR MAX SHAMPOO is to catch and convince buyers to make a
purchase decision by creating the interest in the product. The focus is to get customers to try a
product. In case of HAIR MAX SHAMPOO; this has been done by putting the following
benefits in the product for the buyer:

Product Wise Interest

We have placed the following benefits in our products:

420mL (6 Free sachet)

Purchase 3 Bottles of 220mL (Lucky draw for HAJJ/ UMRAH)

OBJECTIVES OF MARKETTING PROMOTION

Customers often move through several stages before a purchase decision is made. Additionally
before turning into a repeat customer, purchasers analyze their initial purchase to see whether
they received a good value, and then often repeat the purchase process again before deciding to
make the same choice.
The type of customer the marketer is attempting to attract and which stage of the purchase
process a customer is in will affect the objectives of a particular marketing communication effort.
The possible objectives for marketing promotions may include the following:
Build Awareness As new products and are often unknown to a market, therefore our initial
promotional efforts are focused on establishing an identity. In this situation we have focused our
promotion to:
1) Effectively reach customers, and
2) Tell the market who we are and what we have to offer.
Create Interest Moving a customer from awareness of a product to making a purchase can
present a significant challenge. Customers must first recognize they have a need before they
actively start to consider a purchase. The focus on creating messages that convince customers
that a need exists has been the hallmark of marketing for a long time.
Provide Information In situations, where the product competes in an existing market,
informational promotion may be used to help with a product positioning strategy
Stimulate Demand The right promotion can drive customers to make a purchase. In the case
of products that a customer has not previously purchased or has not purchased in a long time, the
promotional efforts may be directed at getting the customer to try the product.

Sunsilk Shampoo Prices

Sunsilk Shampoo 400gRs. 280 To Rs. 300 (Pak Rupee)
Sunsilk Shampoo 200gRs. 152 To Rs. 170 (Pak Rupee)
Sunsilk Shampoo 100gRs. 88 To Rs. 95 (Pak Rupee)

 Clear Shampoo Prices

Clear Shampoo Small SizeRs. 90 (Pak Rupee)
Clear Shampoo Large SizeRs. 160 (Pak Rupee)

Head
Head
Head
Head
Head

&
&
&
&
&

Shoulder
Shoulder
Shoulder
Shoulder
Shoulder

Shampoo
Shampoo
Shampoo
Shampoo
Shampoo

Prices
750gRs.
400gRs.
200gRs.
100gRs.

532 To Rs. 560 (Pak Rupee)

290 To Rs. 310 (Pak Rupee)
157 To Rs. 175 (Pak Rupee)
84 To Rs. 90 (Pak Rupee)

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