Professional Documents
Culture Documents
On
New Product
Multany Face Mask
Prepared By:
Dipock Mondal
1
Table of content---
2
Chapter One
Introduction……..
3
1.1 Introduction:
Now a day in the competitive world practical experience is a must. It is possible to gather
theoretical knowledge by passing through book but it is insufficient to acquire practical
experience.
In order to complete the BBA program we have to complete a course called Marketing
Management. In completing the course our course instructor gives us an assignment on New
Product
By preparing the report we will able to gather knowledge about the different types of Product
1.2 Objective:
Without objective any mission will not be successful, as the study is important for some reason,
these are some objective too. These objectives help to make the study fruitful and reach the goal.
4
1.2.2 The specific objectives:
To fulfill the requirements of BBA degree.
To fulfill the course requirements.
To complete the report.
1.3 Methodology:
Methodology is the process or purpose of collecting data and information, which are required in
connecting with findings tools for best possible outcome.
There are various approaches to collect data for the report. But we should carefully select the way
according to nature of the report. We have designed the study carefully planned to yield result that
are objective as possible. The main lookout the report is to discover consumer behavior toward
Bata brand. In this section, we would like to emphasis on survey process that we have conduct
while we were preparing the report. This process consists of the following steps.
Lack of Experience: The work of collecting the information requires much experience. But we
had no adequate idea, knowledge, and previous experience about the report. Therefore it is very
normal that error come into existence in the report.
Time limitation: The time limitation is one of the limitations of this report. We have to
complete this report within very short time.
Lack of facilities provided by the management: At the time of data collection we have faced
several problems due to lack of facilities by the management.
Lack of interest: At the time of data collection it has been observed that most of the
participants of the interview did not pay attention in answering the question.
5
Lack of information: The Company is world renowned company. But our report was only in
Dhaka biased. So, the report lacks information.
Chapter Two
Company Overview….
6
Introduction:
The Procter & Gamble Company provides branded consumer packaged goods worldwide. The company markets its
products in approximately 180 countries primarily through mass merchandisers, grocery stores, membership club
stores, drug stores, and high-frequency stores. Segments The company is organized into three global business units
(GBUs), including Beauty; Health and Well-Being; and Household Care. Beauty The Beauty GBU includes the Beauty
and the Grooming businesses. Beauty: The Beauty business consists of cosmetics, deodorants, prestige fragrances,
hair care, personal cleansing, and skin care. Grooming: The Grooming business includes blades and razors, electric
hair removal devices, face and shave preparation products (such as shaving cream), and home appliances. Its electric
hair removal devices and small home appliances are sold under the Braun brand. Competition: The company identifies
competition from the Gucci, Hugo Boss, and Dolce & Gabbana fragrance brands. It also identifies competition from the
Gillette franchise, including Mach3, Fusion, and Venus. Health and Well-Being The Health and Well-Being GBU
includes the Health Care; and the Snacks and Pet Care businesses. Health Care: The Health Care business includes
feminine care, oral care, personal health care, and pharmaceuticals. Snacks and Pet Care: The Snacks and Pet Care
business includes pet food and snacks. In pet care, its primary brands include the Iams and Eukanuba. Household Care
The Household Care GBU includes the Fabric Care and Home Care, as well as the Baby Care and Family Care
businesses. Fabric Care and Home Care: This segment consists of various fabric care products, including laundry
cleaning products and fabric conditioners; home care products, including dishwashing liquids and detergents, surface
cleaners and air fresheners; and batteries. Baby Care and Family Care: The Baby Care and Family Care business
includes baby wipes, bath tissue, diapers, facial tissue, and paper towels. The company’s family care business is a
North American business comprising primarily the Bounty paper towel and Charmin toilet tissue brands. Markets The
company markets its products in the United States; North America; western Europe; Japan; and developing markets,
such as Latin America, central & eastern Europe/Middle East, and Africa, Greater China, and
ASEAN/Australasia/India/Korea. Customers The company’s major customer includes Wal-Mart Stores, Inc. Divestitures
In November 2008, the company completed the divestiture of its Coffee business. Significant Events In November
2009, Sun Edison LLC and Procter & Gamble announced the activation of a 1.1 megawatt photovoltaic solar system at
Proctor & Gamble's paper products manufacturing plant in Oxnard, California. The roof-mounted photovoltaic solar
energy system is projected to produce more than 1.9 million kilowatt hours (kWh) of clean solar energy during its first
year of operation. History The Procter & Gamble Company was founded in 1837.
7
History:
Procter & Gamble Co. (P&G) is an American company based in Cincinnati, Ohio that manufactures a wide range of consumer goods. In India
Proctor & Gamble has two subsidiaries: P&G Hygiene and Health Care Ltd. and P&G Home Products Ltd. P&G Hygiene and Health Care
Limited is one of India's fastest growing Fast Moving Consumer Goods Companies with a turnover of more than Rs. 500 crores. It has in its
portfolio famous brands like Vicks & Whisper. P&G Home Products Limited deals in Fabric Care segment and Hair Care segment. It has in its
kitty global brands such as Ariel and Tide in the Fabric Care segment, and Head & Shoulders, Pantene, and Rejoice in the Hair Care segment.
Procter & Gamble's relationship with India started in 1951 when Vicks Product Inc. India, a branch of Vicks Product Inc. USA entered Indian
market. In 1964, a public limited company, Richardson Hindustan Limited (RHL) was formed which obtained an Industrial License to undertake
manufacture of Menthol and de mentholised peppermint oil and VICKS range of products such as Vicks VapoRub, Vicks Cough Drops and
Vicks Inhaler. In May 1967, RHL introduced Clearsil, then America's number one pimple cream in Indian market. In 1979, RHL launches Vicks
Action 500 and in 1984 it set up an Ayurvedic Research Laboratory to address the common ailments of the people such as cough and cold.
In October 1985, RHL became an affiliate of The Procter & Gamble Company, USA and its name was changed to Procter & Gamble India. In
1989, Procter & Gamble India launched Whisper - the breakthrough technology sanitary napkin. In 1991, P&G India launched Ariel detergent. In
1992, The Procter & Gamble Company, US increased its stake in Procter & Gamble India to 51% and then to 65%. In 1993, Procter & Gamble
India divested the Detergents business to Procter & Gamble Home Products and started marketing Old Spice Brand of products. In 1999
Procter & Gamble India Limited changed the name of the Company to Procter & Gamble Hygiene and Health Care Limited.
P&G Home Products Limited was incorporated as 100% subsidiary of The Procter & Gamble Company, USA in 1993 and it launched launches
Ariel Super Soaker. In the same year Procter & Gamble India divested the Detergents business to Procter & Gamble Home Products. In 1995,
Procter & Gamble Home Products entered the Haircare Category with the launch of Pantene Pro-V shampoo. In 1997 Procter & Gamble Home
Products launches Head & Shoulders shampoo. In 2000, Procter & Gamble Home Products introduced Tide Detergent Powder - the largest
selling detergent in the world. In 2003, Procter & Gamble Home Products Limited launched Pampers - world's number one selling diaper brand.
Today, Proctor & Gamble is the second largest FMCG company in India after Hindustan Lever Limited
8
Chapter Three
New product
9
3.1 Introduction:
Market Summary:
Multany Face Mask possesses good information about the market and knows
a great deal about the common attributes of the most customers. This
information will be leveraged to better understand what their specific
needs and how Multany Face Mask can better communicate with them.
Demographics:
• Both male and female can use this shower gel.
• People who are in the age at 15 to 69 are the vital users.
• Bigger family consists of 6 to 10 member can use family size
and single person and single family most probably use little
size.
• People who are educated are major concerning customer.
10
• People who are involved in earning and lead a prosperous life
also our concerning customer.
Behavior Factor
• People who are very aristocratic and lead very luxurious life
they usually accept this product easily and old conventional
people will take longer time to accept this Face wash.
3.4. Market Needs:
People usually need face wash or similar type of products like liquid gel, for
their face wash. Almost 75% people in our country use face wash for their
face. People are very much habituated to use face wash. Most of the people
recommended beauty care are using first and foremost for cleaning purpose.
Feel skin
smooth
5% feel fresh
8% 25%
Beauty care
Germ
protection
Most of the people of our country are very much conventional but our
young generations are different as they can cope with newly things much
more easily. Some sorts of people especially young generations are very much
monotonous with using conventional face wash. So they are looking for
something new and different. That’s why we believe that our Multany Face Mask
would be the most impressive want for this growing need.
11
3.5. Market Trends:
In our country people usually use face wash for their face, except 70%
male and 95% female respondents replied positively that they use face wash regularly for face.
However, among male and female who is not use face wash on regular basis because they feel that
face wash trim down the smoothness of skin.
12
While purchasing face wash both male and female respondents firstly look for brand and their
percentage is 26.67%. Then, secondly they prefer both antiseptic quality and beauty care quality
and for these the percentage is 23.33%. After that, 10.00% consumers seek for both price and
ingredients. Again, 6.67% people search for both availability and packaging. Finally, only 3.33%
people hunt for few other factors which are pack size, advertisements, and shopkeeper’s opinion.
Different types of people use different types of face wash. People who
are concerned with their beautification they use luxury beauty face wash like
Dove which possesses maximum market share. Other face wash like pones,
are also used for their beauty. Some other people are very much cautious to
their skin and try to keep them fresh . These sorts of people usually use
Lifebuoy face wash, Savlon. Upper classes and sophisticated people use very
expensive and very lucrative beauty soap like Dove, , and Camay. Our young
generation and sophisticated people want new, different, innovative, stylish,
and quality something for showering. So we assume that shower gel would be
greater interest in this prospect.
13
Market segmentation:
Multany Face Mask is a new and uncommon product and its segmentation is
different to other ordinary face wash. Its segmentation bases on-
Gender (men & women)
Social class (Upper upper-Upper- Upper middle and Middle.)
Density (urban area)
Attitude toward product (positive, adaptable with new things.) and generation
(young )
Our market segment is quite measureable because our main target customer
is 15–64 aged people and its approximate size is 63.6% of total population
Our target segment is very accessible because we urban area is one of our target market. The
urban population which is 27% of total population
14
CHAPTER FOUR
SWOT ANALYSIS
1. SWOT analysis
Convenient in distribution
Multany mud with synthetic surfactants as well as vegetable oil.
Combination of different features
Easy to use
Affordable for all segments
Provide comfortable tube.
Suitable for all type of skin.
We assure product differentiation.
15
Production cost and price would be higher.
No brand awareness of this new product as a start up company.
Lack of depth industry experience and insight.
New stylish and very much adaptable for the young generation.
There are no other manufacturers of such kind of product.
As the only manufacturer of this product we have an opportunity to
capture the greater market share.
Much different and distinctive than traditional face wash.
So it is a large market which creates a great opportunity for us.
Competition:
Competition is an important factor to consider before entering a
business. Company should have successfully competitive strategy to be
able attract, retaiun and grow customer. There are no other companies
who produce such kind of product. But there are similar types of products
for face wash. At present our uniliver is our main competitor. There are two
types of Face wash one is tube and another is continuer. Describe some
soap competitor in below.
Face wash: Face wash is basically used for beauty fiction and skin
care. It is widely used by women.
1) Garner: Garner is the main competitor of our gel industry because
it possess 43.33% market share. Now it is the market leader in our
local market. The manufacturer of Garner is the world most famous
brand Unilever (BD). Ltd.
2) Ponds: Ponds is another main competitor in our soap industry
which possess about 30% market shares. Our local brand Square
Toiletries is its manufacturer. It has much possibility to gain more
market share.
3) Dove: It is another Bangladeshi which is very popular in not only in
Bangladesh but also the other countries. It will become a market
challenger of Dove but it has not enough market shares in
comparison of Dove.
16
4) Lackmy: Lackmy is another popular face wash in our country. It will
be a competitor of our gel but it is now acquired by Merico
Bangladesh.
5)
Among the high priced like Dove (Unilever (BD). Ltd), Ponds etc. also
poses good market share.
Market share of major toiletries and cosmetic firms of Bangladesh
17
3 ACI Savlon 10%
Total 100%
Product Offering:
Multany Face Mask has two criteria; one is for men and another is for
women. It will provide three category products, men, menthol, and normal.
Multany Face Mask especially for men has some standard features:
Mission:
18
Multany Face Mask’s mission is to attract and maintain customers by ensuring
better quality and having difference from the other face wash. We hope our
product will exceed the expectation of the customers.
Marketing objectives:
Financial objectives:
Achieve breakeven within first year.
Target market:
After segmenting as gender basis (mail and female) we target different social
class in Bangladesh. We prefer people who are living in the urban area of our
country. Our targeted social classes are divided as upper-upper, upper-lower,
upper-middle and middle. Among the people of these social classes they want
something new and sophisticated which would represent their choice and
personality. Moreover they want some variation in their daily life and want to
use better something which would represent their status and roles.
Young educated people are another preferable target market of us. They are
becoming stylish & want new & innovative things they are very much capable
of adapting with the new invention.
Mean while as face wash very much easy to carry and economical it would be
the first choice of those people who are fond of journey.
Positioning:
19
Positioning is one of the most important key to launch a product that means
the distinctiveness from any other product which possess in the customer
mind. However Multany Face Mask contains lots of distinctive features from its
competitor products.
It has two criteria (men & women) which contains distinct features
from others. But other traditional face wash has no criteria like (men
& women).
It is quite easy to carry and last longer than other. However you can
use this as body wash, so you can wash your entire body.
Multany Face Mask is much more distinct, stylish and enjoyable so we will
convey this message to our target customer by various promotional activities.
We would follow societal marketing concept for assuring consumer
satisfaction. More over we would maintain the Consumer Social
Responsibilities (CSR) to create brand awareness among the people.
If we can aware our customer about our products positive and distinct
features we can create a distinct position in our customer mind.
Each company has its own particular position according to market share.
Among four types of market dominator our company product position is
market leader. Because of Multany Face Mask is the pioneer of such kind of
product. This product is totally new and no other company did not introduce
such kind of product in past. That’s why we will posses 100% market share of
this product.
Strategies:
Our core objective is to position Multany Face Mask in the Face wash market.
Our strategies base on specific area pricing, distribution, and marketing
communication.
Product:
20
We are going to introduce Multany Face Mask in tube packaging which makes the face soft and
more beautiful. The face wash is especially for those girls who are very conscious about the skins.
For serving the market of Multany Face Mask we are introducing tube packaging
Price:
Price is only one p among the 4p’s that generate some revenue for the company rest all incurred
some cost of the company.
As you know that there are several price based approaches are available that company should
follow---
*Firstly we consider our product cost.
*Then we analyze competitor’s price
*After all our price of Multany Face Mask is average to competitor price.
After complete analysis of all the cost which is incurred we set the standard price of the product
which is easily affordable for all segment like low class, middle class, and higher class people
easily purchase that product.
50 Gram 90 (TK)
Promotion:
21
For the purpose of promoting the Multany Face Mask we use different sources like print media,
Electronic media and Internet.
Placement:
The product which we are going to be introduced is Multany Face Mask after deciding rest all
three marketing p’s now we are in a position to decide where the product is placed. The product
should be placed everywhere in the market. Company also targeted to capture the whole market by
comparative price. The product is placed in retail shops through different distributors. The product
is available in the market at fair price.
Distribution: Initially we will use dealer to cover six divisions and distinct
towns. We will use 2 depots in Dhaka and Rajshai .Our products will be
delivered to the depot, and then distributed to the dealers. We have 60
dealers in the whole market and more than 2000 sales representatives under
dealers around the country. By sales representatives we would give money to
grocers, shopkeepers as they will be more active to make aware and convince
the Face wash customer about this product.
We will take some promotional activities- first of all we will give ads on
TV channels; it is the most interesting recreational media of our country.
We will hold dramatic advertisement on various satellite channels like
NTV, RTV, ETV, BTV, ATN, etc. make attraction to the people. We will
sponsor popular drama, cinema to make awareness of the consumer.
22
We will also add in periodical like different types of magazines. We will
sponsor different events and give wall and bill board advertisement in
the important places to draw attention of the people.
Distribution of samples
Control:
The purpose of marketing plan of Multany Face Mask is to serve as
guideline for the organization. We will measure our performance by
controlling following areas:-
Annual revenue
Customer satisfaction
Implementation:
We are planning tight control measure to closely monitor quality and customer
satisfaction. This will enable us to react very quickly in correcting any problem
(if any deviation find) that may occur.
23
CHAPTER FIVE
Recommendation and
Conclusion
24
Conclusion:
As Multany Face Mask is a new product in our country, so it has some lacking
such as no popular brand name, people are not accustomed with such kind of
product etc. but we hope we can easily overcome these lacking in our nearest
future by providing better quality and creating strong brand loyalty among the
customer. We believe that our people will prefer the Multany Face Mask then
traditional face wash after comparing the product benefits. Hopefully in near
future our people will get ride of that old face wash and get your self a Multany
Face Mask and change the way their face wash.
Recommendation:-
Although Multany Face Mask richly distinctive from other product and it contains
very good quality and adaptable for the young generation but it has some
lacking. So we provide some recommendation to overcome those lacking.
25
It’s a new product in our country market and has no brand popularity so
we need to take lots of promotional activities to create brand awareness
among the people.
Its price is much higher than other face wash. So we should reduce our
production cost by producing and selling larger scales.
Reference:
www.google.com
www.newproduct.cu.uk
www.p&g.com
Book, Marketing Management By katler & kellar
Internship Report
Sample Assignment by internet
26