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Developed BY:
Sadia yousaf
Mba-fa08-114
Ruqia noureen
Mba-fa08-055
Bushra Jabeen
Mba-fa08-059
Nabeela Rafique
Mba-fa08-088

Students of Management Studies

MBA-II.

Under The Kind Supervision Of

Mrs. Samreen
Khan
Lecturer of Management Sciences,

The University of Faisalabad

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Table of Contents
Page No.
1. Executive summary 4
2. Situation Analysis 5
2.1 Customers 5
2.2 Competitor Analysis 6-7
2.3 Company 8
2.4 Context 9
3. Marketing Opportunities and Issues 10
4. Objective and goals 11
5. Sales Forecast 12
6. Strategy 13
6.1 Tools 13
7. Target Markets 14
8. Positioning 15
9. Marketing Mix 16
9.1 Product 16
9.2 Pricing 17
9.3 Place 18
9.4 Promotion 19
10. Review and Control 20
11. Contingency Plan 21
12. Observation and Recommendations 22
13. Conclusion 23
14. Appendix 24
15. References 25

Acknowledgment

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First of all we are much thankful to almighty Allah who blessed us with
knowledge like blessing, which is undesirable gift of Allah .to humanity, this is the
real gift due to which man has been created and honored with such glossary.

After this we would also like to mention his last prophet (Muhammad peace be
upon him), the shear love of whom guide us at every dear step.
Then we are very thankful to Mrs. Samreen khan provide us the opportunity of
showing our selves.
We would like to mention here worthy Assistant Manager Mehboob Sultan and
Muhammad Usman (Unit Manager) under whose kind supervision we have prepared
the marketing plan of six major products. We are also very thankful to the
administration of the P&G in Faisalabad.
Last but not least, we would like to thanks our beloved parents, who always
inspired us & provide us with the best possible help. They always encourage us .may
Almighty Allah blessed them with unsound &unbound joy throughout their lives.
(Aamin)

Authors

1. Executive summary
We are the students of MBA who prepared marketing plan for the
purpose of learning and experience under the kind supervision of Miss
Samreen Khan. We have analyzed each and every thing regarding marketing
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plan such as situation analysis, sales analysis, competitor analysis, marketing

mix ,contingency plan etc. We also analysis the expected problem in future
and their solutions with observations.

2. Situation Analysis
Company’s current market position is 35% and has aim to increase by 5%

more within one year. To achieve this target company is focusing on customer

oriented strategies and providing just in time delivery in all over the world. Company

is doing personal selling publicity in magazines and one to one marketing in Pakistan
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to retain their customers. Promotional campaign will be considered more. This work

is done by engineering, sales and marketing departments. This plane will be carry on

1st July 2009 and will finished on 31st June 2010.

2.1 Customers:

Company will receive 12% revenue of total sales from existing customers.5% new

customer will be created within 1 ½ years. To retain the existing customers company

will use following tactics.

• Improve contracts with existing customers.

• Will use frequency program.

• Identify and more contact with new potential customers.

• Objection handling will be encouraged become campanile constraint that 2/3

ideas come from over customers.

• Will concert profiteer customers will more pollinate customers.

Company considered that “customer is always the king of the market” and

more sensitive to quality and prices at a time.

2.2 competitors Analysis

Unilever

In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his
ideas for Sunlight Soap – his revolutionary new product that helped popularize
cleanliness and hygiene in Victorian England. It was 'to make cleanliness
commonplace; to lessen work for women; to foster health and contribute to personal

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attractiveness, that life may be more enjoyable and rewarding for the people who use
our products'.

• Enjoying economies of scale

• G
 ood will in the market
• Strong financial position
• Well-known brand name
• Well brand image
• Committed employees

• Good Resources

• Relative large market shows

• Large captive customers in same group

• Good quality Suitable Prices

• Strong sale force

• Wide product line extension

• Maximum market share

Weaknesses

• Still manual system

• Less qualified staff

• Weak communication skills

• Internal operating problems

• No one to one marketing

Opportunities (For us)

• Our new product can gain market share at their expense.

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• We can expand over distribution area.

Threats (To us)

• `They have the resource to Develop product quickly of sales increase more

they will above to support back up science. They have resource for large per

motional campaign

• Wider range of product line.

• Grater market share

• Large number of distributers

• Large budgeting for advertisement

• Smuggled brands of CHINA

• N
 ew competition in the market
• Increases in taxes

2.3 Company (P&G)

In 1837, Procter and Gamble was founded in Cincinnati by William Procter, a
candle maker, and brother-in-law Gamble, a soap maker. Their joint venture started
one of the most influential companies in all American industry. The company's first
product was Ivory soap, introduced in 1879.

For generations, Procter and Gamble has been built by scientists and
consumer researchers; the latter finding out what the public wants and needs, and the
former improving upon old products or inventing new ones to match these needs and
desires.

Three billion times a day, P&G brands touch the lives of people around the
world. The company has one of the strongest portfolios of trusted, quality, leadership
brands, including Pampers, Tide, Ariel, Always, Whisper, Pantene, Mach3, Bounty,
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Dawn, Gain, Pringles, Folgers, Charmin, Downy, Lenore, Iamb, Crest, Oral-B,
Atonal, Duracell, Olay, Head & Shoulders, Walla, Gillette, and Braun. The P&G
community consists of 138,000 employees working in over 80 countries worldwide.

2.4 Context

The market share of the company is 35%.The chances of growth rate is 5%

more is expected in Pakistan.

The heart of a company’s business model is the game-changing innovation.

This is not just the invention of new products and services, but the ability to
systematically convert ideas into new offerings that alter the very context of the
business.

The company has made an investment of $ 6 million to triple the production

capacity of its plant at Hub. "This is aimed at increasing the volume of the exports of
our products, the quantity of which at present remains small from our plant in
Pakistan."

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3. Marketing opportunities and issues

Procter and gamble has more than half of the world's 6.7 billion
consumers. They want to reach another billion in the next 2-3 years, and much of that
growth is going to be in the emerging markets, where most babies are being born and
where most families are being formed. We see growth across our entire portfolio.

. It creates new categories that are a source of sales and profit growth in the future. It
brings consumers into their stores to try new products, and it brings consumers back
to their stores, where they can get products they trust.

Issues:

 For Sales growth they need highly intensive distribution and strong
promotions

 P and G is facing competition from unilever as on the base of different brands

market share
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 P and G has to maintain its difference from other brands as creating unique
values that others are not giving with core product.

 Sales growth is possible when product remain at fixed price for a specific time
period and this depend on cheapest raw material handling and its transporting

4. Objectives and goals

 Insert for growth improve competitive position
 Selling existing product into new market
 New product into existing market
 To increase sales of the product by sale market share 30% real terms coming 3
years.
 Sale volume will be increase at 5% discount to customer.
 Build existing core business into stronger global leaders
 Develop faster growing, higher margin with potential.
 Improve sales growth of top line brands
 Drive growth in key developing markets.

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Year Sales
June 2007-June2008 58000000 Rs.

June2008-June2009 42000000 Rs.

June2009-June2010 395000000 Rs.

5. Sales Forecast Faisalabad

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6. Strategy
1. Find business articles from leading publications and journals.

2. Designed to offer existing customers a wider range of products or services.

6.1 Tools

• Increase range of sizes /colures/material offered.

• Increase range of services offered
• Increase range of extra features

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7. Targets markets

• Procter and gamble targets the elite class customer

• Procter and gamble targets especially women and children
• Company will use about 10% cost to retain its customer

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8. Positioning

Company will position itself as a value for money brand .Its appeal will be
“where your dreams come true” with touching life, improving life.

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9. MARKETING MIX
9.1 Product
Strategy Change product
Tactics
• Change product port folio.

• Expand product line to cover a wider market.

• Develop separate products for different markets.

• Acquire new products that complement existing products through the

acquisition of new companies.
Strategy Drop, add or modify products
Tactics
• Drop marginal products.

• Launch a modified product.

• Develop new products to supersede old products.

Strategy Change, design, quality or performance
Tactics
• Establish a quality image through the development of quality products.

• Distinguish your product from your competitor’s products in the eye of your
customers.
• Establish a permutation for innovation.

• Create new uses for your existing products by adding exclusive features.

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9.2 Pricing

Strategy Change price terms or conditions for particular products

Tactics
• Product price low and obtain maximum profit on spare parts.

• Use different prices and different price lists for different markets.

• Set price at 10% below market leader.

• Reduce price of product to maximize sales (to allow increased production and
reduce unit production cost).
Strategy Skimming policy
Tactics
• Set price of new product at level 30% about previous products.

• Sell on new revolutionary design features and benefits.

• Be prepared to reduce price as volume if competitors enter into the market.

Strategy Penetration policy
Tactics
• Set low price for new product to discourage competitors from entering
market.
• Increase turnover to level where product become profitable at this price level.
Strategy Discount policy
Tactics
• Offer quantity discount to encourage large purchases.

• Offer discount level for next year.

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9.3 Place
Strategy change channels
Tactics
• Set own distribution direct to stores

• Change distribution for area

• Increase number of warehouses for product.

Strategy improve services
Tactics
• Set up national service network.

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9.4 Promotion
Strategy change selling/sale force organization
Tactics
• Strengthen sales force organization.

• Reorganize sale force for particular area.

• Introduce performance related bonus scheme for sale force.

• Recruit additional sales personnel.

• Increase sales effort to increase sale to major customers.

• Increase sales efforts for most profitable products.

Strategy Change advertising/ sale promotion
Tactics
• Start new advertising campaign.

• Increase company image advertisement.

• Increase advertising for the product in specific market.

10. Review and control

Company will have simple friendly decision weekly monthly quarterly and annual
reports focusing on
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• Revenues and unit sales

• Expenses
• Customer feedback
• Stock
• Market share
• Discounts
• Advertising budget
• Employee recruitment and termination

11. Contingency plan

Company is much afraid of current economic condition of Pakistan as the
company is willing to increase its market share and sales in Pakistan.
11.1 Solution:

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• Company should contact the head office for the strategic support to achieve its
goal.
• Company should make huge expense on advertising to retain and create new
customer.
• Company should held maximum seminars and meeting for the promotions and
products of the company
• Company should cut the allowances and should accommodate for the
important designations.

12. Observations

• Communication skills are strong.

• More concentration on marketing concept.
• Cooperative employees.
• Strong management.

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• Attractive packages.
• Positive attitudes towards outsiders.
• Strong DMBS.
• Maximum career opportunities for employees.

Recommendations
• Improve the quality of pampers.
• Use cut price strategy to retain the customers.
• Provide frequency programs more and more.
• Increase its market share.
• Improve the packaging of Ariel more to compete the surf excel.
• Improve the quality of pamper.
• Provide tool free number for customer response.

13. Conclusion

Company is flourishing day by day but due to the recession in Pakistan it

also suffering. Company‘s strategies are very suitable. Company should invest more
on advertising to retain its customer. Company should pay more attention to its
issues and should review very well. Procter and gamble using the tool of
depositioning very well
to attain its customers.

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14. Appendixes
• For information we went to P & G office in Gulistan colony Faisalabad.
• We visit METRO to get information about placement of P & G Products.
• We also visit different sites to get more information about P & G.
• We also visit EMS Marketing sales promotion advertising Direct Marketing
and Marketing research.

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References
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