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and night, building the Company's reputation as soldiers returned home with theirP&G products.

1879

James Norris Gamble, son of the founder and a trained chemist, developed aninexpensive white soap equal to high-quality, imported castiles. Inspiration for thesoap's name Ivory came to Harley Procter, the founder's son, as he readthe words "out of ivory palaces" in the Bible one Sunday in church. The nameseemed a perfect match for the white soap's purity, mildness and long-lastingqualities.

1882

Harley Procter convinced the partners to allocate $11,000 to advertise Ivorynationally for the first time. Ivory's purity and floating capability were firstadvertised across the country in "The Independent," a weekly newspaper.

1886

Production began in the Ivorydale factory. Ivorydale replaced the Central Avenueplant, which was heavily damaged by fire in 1884. Designed by noted industrialarchitect Solon Beman, the plant incorporated the latest technological advanceswith a pleasant work environment for employees a progressive approach atthat time.

1887

To address the storm of local and national labor unrest, P&G instituted apioneering profit-sharing program for factory workers. This voluntary program,conceived by William Cooper Procter, grandson of the founder, gave employeesa stake in the Company. William Cooper Procter wanted this program to helpworkers realize their vital roles in the Company's success.

1890William Alexander Procter assumes leadership of the Company. By 1890, P&Gwas selling more than 30 different types of soap, including Ivory.

After running the Company as a partnership for 53 years, the partnersincorporated to raise additional capital for expansion. William Alexander Procter,son of the founder, was named first President. P&G set up an analytical lab at

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Ivorydale to study and improve the soap-making process. It was one of theearliest product research labs in American industry.

1896

P&G's first color print advertisement an ad for Ivory appeared inCosmopolitan magazine picturing this "Ivory Lady."

1904

In order to meet the demands of growing national markets, P&G began buildingoutside of Cincinnati for the first time. This increased capacity and improveddistribution of products to customers.

1907

William Cooper Procter became the head of the Company following the death ofhis father, William Alexander Procter.

1911

P&G introduced Crisco, the first all-vegetable shortening. Crisco provided ahealthier alternative to cooking with animal fats and was more economical thanbutter.

1915

The Company built its first manufacturing facility outside the United States, in

Canada. Employing 75 people, the plant produced Ivory soap and Crisco.

1917-1918

The Chemicals Division was established to formalize research procedures anddevelop new products. The Company began to actively recruit researchers.

1919

William Cooper Procter continued his efforts to institutionalize the relationshipbetween the Company and its employees. The articles of incorporation were

revised to include the directive that the "interests of the Company and itsemployees are inseparable."

1919-1920

Seasonal purchases of P&G products by wholesalers led to uneven productionneeds and layoffs at Ivorydale. In response, P&G announced a plan to selldirectly to retailers and hired 450 salesmen. This change stabilized production,

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reduced employee layoffs and, in the process, changed the way the grocerytrade operated.

1923

Crisco sponsored cooking shows on network radio, placing P&G among themedium's advertising innovators.

1924

A market research department was created to study consumer preferences andbuying habits one of the first such organizations in history.

1926

In response to the growing popularity of perfumed beauty soaps, P&G introduced

Camay.

1930

P&G established the first overseas subsidiary with the purchase of ThomasHedley & Sons Co., Ltd., in England. Fairy Soap was one of Hedley's mainproducts.

William Cooper Procter turned the reins of the Company over to Richard R.Deupree.

1931

P&G's brand management system began to take shape in the late 1920s. In1931, Neil McElroy, the Company's Promotion Department Manager, created a

marketing organization based on competing brands managed by dedicatedgroups of people. The system provided more specialized marketing strategies foreach brand and Procter & Gamble's brand management system was born.

1933

"Ma Perkins," a radio serial program sponsored by P&G's Oxydol soap powder,

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aired nationally. Its popularity led P&G brands to sponsor numerous new "soapoperas." Faithful listeners became faithful buyers of P&G brands at the grocery.

1934

William Cooper Procter died. He was the last member of the two foundingfamilies to run the Company.

The Company entered the hair care business with Drene, the first detergent-based shampoo.

1935

The Company expanded its international presence with the acquisition of the

Philippine Manufacturing Company the Company's first operations in the FarEast.

1937

P&G celebrated its 100th anniversary. Sales reached $230 million. Just fivemonths after the introduction of television in the U.S., P&G aired its first TVcommercial (for Ivory soap) during the first televised major league baseballgame.

1943

The Company created its first division the Drug Products Division to sell its

growing line of toilet goods.

1946

Tide, "the washing miracle," was introduced. Tide incorporated a new formulathat cleaned better than anything then on the market. Its superior performance ata reasonable price made Tide the country's leading laundry product by 1950.P&G's health and personal care business grew with the introduction of Prellshampoo in 1946.

1948

Neil H. McElroy assumed leadership of P&G. P&G began operating in Mexico its first subsidiary in Latin America. P&G established an Overseas Division tomanage the Company's growing international business.

1952

A new research facility, Miami Valley Laboratories (MVL), opened in Cincinnati.MVL was the Company's first facility dedicated solely to upstream research.

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1954

The Company began operations in continental Europe by leasing a small plant in

Marseilles, France, from the Fournier-Ferrier Company, a detergentmanufacturer.

1955

Crest, the first toothpaste with fluoride clinically proven to fight cavities, wasintroduced. P&G announced plans to form individual operating divisions to bettermanage its growing lines of products. This divisionalization also created separateline and staff organizations.

1956

The new General Offices building opens, signifying P&G's continuing

commitment to downtown Cincinnati.1957

P&G entered the consumer paper products business with the acquisition ofCharmin Paper Mills, a regional manufacturer of toilet tissue, towels andnapkins.

Howard J. Morgens took over Company leadership when Neil McElroy left toserve as the U.S. Secretary of Defense.

1960

Crest sales skyrocketed when The American Dental Association recognized itas "The decay-preventive dentifrice."

P&G GmbH opened its first office in Frankfurt, Germany, with 15 employees.Three years later, Germany's first plant in Worms began production of Fairycleaning powder and Dash laundry detergent.

The Company introduced liquid Downy, the Company's first fabric softener.

1961

The Company's Middle East business was established in Saudi Arabia.

Pampers entered a test market in Peoria, Illinois. Though the first test wasunsuccessful, it led to an improved Pampers product at a lower cost thateventually replaced cloth diapers as the preferred way to diaper babies.

1963

P&G entered the coffee business with the acquisition of Folgers Coffee.

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The European Technical Center opened in Brussels to serve Common Marketsubsidiaries.

1972

Company researchers discovered how to combine softening agents with anonwoven sheet to soften clothes in the dryer. The result was Bounce, whichquickly became the second-largest-selling fabric softener after Downy.

1973

The Company began manufacturing and selling P&G products in Japan throughthe acquisition of the Nippon Sunhome Company. The new company was calledProcter & Gamble Sunhome Co. Ltd.

1974Ed Harness was elected to head the Company.

1978

Didronel is introduced. A treatment for Paget's disease, it was one of theCompany's first pharmaceutical products.

1980

Sales reached $10 billion.

1981

John G. Smale became head of Procter & Gamble.

1982

P&G increased its prescription and over-the-counter health care business withthe acquisition of Norwich Eaton Pharmaceuticals.

1983

The Company introduced a superior feminine protection product,Always/Whisper, that became the leading world brand in its category by 1985.

1984

Liquid Tide was introduced. This represented the results of global developmentwith surfactants developed in Japan, fragrance in Europe and packaging from theUnited States.

1985

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The Company significantly expanded its over-the-counter and personal healthcare business worldwide with the acquisition of Richardson-Vicks, owners ofVicks respiratory care and Oil of Olay product lines.

P&G opened the General Offices Tower building, the expansion of Procter &Gamble's world headquarters in Cincinnati, Ohio.

1986

The Company developed a new technology that enabled consumers to wash andcondition their hair using only one product. Pert Plus/Rejoice shampoo quicklybecame one of the leading worldwide shampoo brands.

Ultra Pampers and Luvs Super Baby Pants were introduced with effective,

new technology that makes diapers thinner.

1987

P&G celebrated its 150th anniversary. The Company ranked as the second-oldest company among the 50 largest Fortune 500 companies.The Company increased its presence in the European personal care categorywith the acquisition of the Blendax line of products, including Blend-a-Med andBlendax toothpastes. It was the largest international acquisition in Companyhistory. P&G announced several major organizational changes with restructuringto category management and a product supply system that integratedpurchasing, manufacturing, engineering and distribution.

1988

The Company announced a joint venture to manufacture products in China. Thiswas the Company's first operation in the largest consumer market in the world.

Refill packs for liquid products were introduced in Germany for liquid productssuch as Lenor fabric softener. They were recognized as a significant advance insolid waste prevention, reducing packaging by up to 85 percent. Germany's retailgrocers named the Lenor refill pouch the invention of the year.

1989

The Company entered the cosmetics and fragrances category with theacquisition ofNoxell and its CoverGirl, Noxzema and Clarion products.

1990

The Company expanded its presence in the male personal care market with theacquisition ofShulton's Old Spice product line. Spic And Span Pine waspackaged in recycled plastic. It was the Company's first packaging from 100

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percent recycled plastic and won a first-place designation in the internationalDuPont Packaging Awards.

Most of the laundry detergent brands were reformulated to incorporate P&G'scompact technology. Introduced in Japan with the Cheer and Ariel brands, thetechnology was expanded to 36 brands in 20 different countries during the year.

Edwin L. Artzt was named to lead the Company.

1991

The Company introduced a new logo and wordmark to provide a morecontemporary and consistent global look.

P&G opened its first operation in Eastern Europe with the acquisition of Rakonain Czechoslovakia. New businesses in Eastern European countries Hungary,Poland and Russia &mdash ;follow throughout the year.

The acquisitions ofMax Factorand Betrix increased the Company's worldwidepresence in the cosmetics and fragrances category.

1992

P&G received the World Environment Center Gold Medal for InternationalCorporate Environmental Achievement. Pantene Pro-V was introduced.Originally a small part of the 1985 Richardson-Vicks acquisition, Pantene

became the fastest-growing shampoo in the world.

1993

Company sales exceeded $30 billion. For the first time in Company history, morethan 50 percent of sales came from outside the U.S.

The Company launched a major program to improve organizational effectivenessand ensure the Company remained cost competitive in a global marketplace. Itwas the largest such undertaking in Company history. As a result, P&G was ableto get its best ideas to market faster and more cost efficiently than ever before,providing consumers with better value.

The Japan Headquarters and Technical Center opened on Rokko Island in KobeCity, Japan. The complex consolidated headquarters and product developmentoperations.

1994

P&G entered the European tissue and towel market with the acquisition of theGermany-based company, VP Schickedanz.

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P&G added Giorgio Beverly Hills to its fine fragrance business.

The Company re-entered the South African market following the lifting of U.S.sanctions against investment in South Africa. P&G South Africa doubled itsoverall business during its first year.

The United States Department of Labor presented P&G the Opportunity 2000Award, which is given annually to one company committed to instituting equalemployment opportunities and creating a diverse work force. P&G wasrecognized for its multifaceted, comprehensive affirmative action and executivedevelopment programs.

1995

John E. Pepper was elected to lead the Company as P&G's ninth Chairman andChief Executive, and Durk I. Jager became the first Chief Operating Officer.

P&G moved from managing the business under two geographic entities, U.S.and International, to managing it through four regions North America, LatinAmerica, Asia and Europe/Middle East/Africa. All regions reported to a singleofficer, the Chief Operating Officer. The new structure fostered greater strategiccoordination, helping P&G compete more effectively as a global company. P&Galso opened a Health Care Research Center in Cincinnati to serve as theworldwide hub for the Company's health care business. The Health CareResearch Center was designed to promote innovation and efficiency in bringingnew pharmaceuticals to market faster by consolidating employees under oneroof.

Following the lifting of U.S. sanctions against Vietnam, P&G established a jointventure with the Phuong Dong Company to build a manufacturing plant in theSong Be Province, just outside of Ho Chi Minh City.

P&G was awarded the National Medal of Technology the highest award theUnited States bestows for achievement in technology for creating, developingand applying advanced technologies to consumer products that have helpedimprove the quality of life for billions of consumers worldwide.

1996

The U.S. Food and Drug Administration granted approval of Olestra for use insalty snacks and crackers. Olestra, marketed under the brand name Olean, is acalorie-free fat replacer that provides the full taste of fat without the added fat or

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calories.

The Company continued to expand its global reach with acquisitions of the U.S.baby wipes brand Baby Fresh complementing the Company's global diaperbusiness and its strong European Pampers Baby Wipes business and LatinAmerican brands Lavan San household cleaner and Magia Blanca bleach providing a solid foundation for P&G growth in this important laundry category.

P&G celebrated the Tide 50th birthday with a "Dirtiest Kid in America" contest.

1997

P&G expanded its feminineprotection expertise into a new

global market with the acquisitionofTambrands. Tampax, itstampon brand, is the marketleader worldwide.

Also, P&G gained a solid entry in the Mexican tissue business with the purchaseof Loreto y Pena. This marked P&G's first tissue entry into Latin America.

P&G formed a global pharmaceutical alliance with Hoechst Marion Roussel tomarket Actonel, P&G's new prescription bone-health drug.

1998

P&G announced Organization 2005, a global organization designed to driveinnovative ideas to world markets faster.Consumers throughout the United States now have the choice of buying snacksfried with Olean, P&G's new fat-free, calorie-free cooking oil. These snacksinclude fat-free versions of Americans' favorite snack brands, including P&G'sPringles chips. The Company's new Olean plant, which can produce a nationalsupply of the new cooking oil, is up and running.

P&G provides a foundation for future growth by investing in new breakthrough

products. Febreze, Dryel and Swiffer are introduced and expanded aroundthe world in less than 18 months.

1999

Durk I. Jager, former Chief Operating Officer, became the Chairman, President,Chief Executive and Director of Procter & Gamble.

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The Company entered the global pet health and nutrition business by acquiringthe Iams Company, a leader in premium pet foods.

The acquisition of Recovery Engineering Inc. allowed P&G to utilize itsunderstanding of water treatment by developing home water filtration systemsunder the brand.

2000

A.G. Lafley became President and Chief Executive. Reflect.com, our initialInternet brand, was launched publicly. It was the first to offer truly customizedbeauty-care products online.

The U.S. FDA (Food and Drug Administration) approved Actonel (risedronatesodium tablets) for the treatment and prevention of postmenopausal osteoporosis(PMO) and glucocorticoid-induced osteoporosis (GIO). Partnering with Aventisincreased marketing capacity.

2001

P&G acquired the Clairol business from Bristol-Myers Squibb Co. Clairol is aworld leader in haircolor and hair care products.

P&G and Viacom Plus announced a major multimedia marketing partnership.

Crest SpinBrush was brought to market in record time following the acquisitionof Dr. John's SpinBrush toothbrushes.

Crest Whitestrips were now available for retail sale in the U.S.

2002

P&G celebrated its 165th anniversary.

A.G. Lafley was elected Chairman of the Board. Bruce Byrnes and R. Kerry Clarkwere elected Vice-Chairmen of the Board.

P&G has 12 billion-dollar brands in its portfolio. These brands represent morethan half of the Company's sales and earnings and include Pampers, Tide,Ariel, Always, Pantene, Charmin, Bounty, Iams, Crest, Folgers,Pringles and Downy. They also account for the majority of P&G's consumerinteractions the millions of "moments of truth" we face and win every day.

2003

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Approval was received by the FDA to switch Prilosec, a treatment for frequentheartburn, from a prescription to an over-the-counter (OTC) product.

P&G acquired a controlling interest in Wella AG, a leading hair care company,giving P&G a major presence in the fast-growing professional haircare segment.

2004

P&G's Safe Drinking Water Program won the World Business Award from theUnited Nations Development Program & International Chamber of Commerce insupport of the UN's Millennium Development goals. Actonel was P&G's newest

billion-dollar brand, and the first pharmaceutical brand to reach this importantmilestone.

2005

P&G and Gillette merged into onecompany and added five more billiondollar brands to our product portfolioincluding Gillette and Braun shavingand grooming products, the Oral-Bdental care line and Duracellbatteries.

PROCTER & GAMBLE IN PAKISTAN

Product Information

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Camay

In 1926, the world was introduced to the finest and mostsophisticated of luxuries - Camay; and in 1994, the pleasurewas brought to Pakistan. Different in its very essence,defining beauty in a totally different way from other soaps,Camay stands apart in a league of its own. Camay is not justa soap, it is a feeling - of beauty from within. In a world shortof time, Camay is about finding time and pampering yourself.

The person that resides inside needs importance and attention. Camay is forspoiling you, because "you" are the most important person in your life.

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Camay New Age LaunchPress Conference & Fashion Show

Theme of the Event:Launch of Camay New Age.

The Venue:Beach Luxury Hotel, Karachi. 15 March, 2004.

The Purpose:Launch Camay New Age collection as the Gold Standard for soft and beautifulskin.

The Attendees:The audience, comprising mainly of Journalists, Beauticians, and Hair stylists,exceeded 200 people. Several P&G people and other guests were also present.

The speakers were Mr. Hans Dewaele, General Manager P&G; and JaveriaRehman, Assistant Brand Manager Camay.

The Speeches:Beauty care is our fastest growing segment, and with the recent acquisition ofWella, P&G is the largest beauty care company in the world. The renewedcommitment to beauty experts is evident in the high profile events held by P&GBeautycare globally; you will be seeing such events in Pakistan too.

Hans Dewaele, GM, P&G PakistanLet me re-introduce you to P&Gs beauty soap brand: Camay, with three new

faces. The New Camay Collection is enriched with perfumed natural moisturizersthat cares for your skin & make you really beautifulJaveria Rehman, ABM, Camay

The Show:The product unveiling was followed by a dazzling theatrical dance performancecombined with an exciting mood show revealing the different facets of beauty.The exotic setup on the lawn of the hotel, combined with the sound and light

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show created a magical effect. Thematically costumed models swaying tocaptivating tunes and visual effects displayed the moods of each Camay facet.Costumes designed by Moazzam reflected the colors of each facet, withtastefully matching makeup by Saima. The model lineup included well-knownfaces as well as upcoming talent.

Publications:To date the event has appeared in over 30 newspapers including the News,Jang, the Nation, and Pakistan Observer. It was also aired on PTV.

Press Releases

New Camay Comes to Town !

Karachi March 15, 2004: Procter & Gamble Pakistan (P&G) today announcedthe launch of three new variants of its beauty soap, Camay. Featuring thefreshness of Aqua, the softness of Floral and the sensuality of the Orient, thenew variants are ideal additions to the internationally famous Camay range ofskin care products.

Speakers at the launch included Hans Dewaele, General Manager P&GPakistan; and Javeria Rehman, Assistant Brand Manager Camay, P&GPakistan.

Talking about Procter & Gamble, Hans Dewaele stated, We have beenoperating in Pakistan for over 12 years, and are market leaders in severalcategories, including hair-care & diapers. It is the aim of Procter & Gamble toimprove the lives of the worlds consumers by superior products made throughsuperior technology. But improving the lives of consumers worldwide is aboutmore than just great products. It's about corporate responsibility to thecommunities in which we live and operate our businesses; its about being inday-to-day touch with our consumers. Beauty care is our fastest growingsegment, and with the recent acquisition of Wella, P&G is the largest beautycare company in the world. The renewed commitment to beauty experts is

evident in the high profile events held by P&G Beautycare globally; you will beseeing such events in Pakistan too.

While unveiling the new variants, Javeria Rehman said, Let me re-introduce youto P&Gs beauty soap brand: Camay, with three new faces. The New CamayCollection is enriched with perfumed natural moisturizers that cares for your skin& make you really beautiful. The three representatives of this new collection are:Camay Aqua: Inspired from fresh Cucumber and Water Lilly. Gives your skin a

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soft and fresh feeling. Camay Floral: Inspired from Rose and Jasmine. Givesyour skin a soft & lightly scented feeling. Camay Orient: Inspired from Musk andAmber. Gives your skin a soft & exotic feeling.

The product unveiling was followed by a dazzling theatrical dance performancecombined with an exciting mood show revealing the different facets of beauty.The exotic setup on the lawn of the Beach Luxury Hotel, combined with thesound and light show created a magical effect. The moods of each Camay facetwere displayed by thematically costumed models swaying to captivating tunesand visual effects. Costumes designed by Moazzam reflected the colors of eachfacet, with tastefully matching makeup by Saima. The model lineup included wellknown faces as well as upcoming talent. All in all, it was a show to remember.

Two billion times a day, P&G brands touch the lives of people around the world.The company has one of the largest and strongest portfolios of trusted, qualitybrands, including Pampers, Safeguard, Ariel, Always, Camay,Pantene, Vicks, Pringles, Pert Plus, Olay, and Head & Shoulders. TheP&G community consists of nearly 98,000 employees working in almost 80countries worldwide. Please visit http://www.pg.com.pk/ for the latest news andin-depth information about P&G and its brands.

Camay

Makes a woman look and feel beautiful

The Camay Affair

I love Camay, I just simply love it and no lesser word would suffice. Curious as towhat would make a person go so gaga about a soap, you would probably bethinking that this woman is mad. Well friends, today let me defend my love withall my heart that it surely deserves. Following is my case for loving Camay; thedecision is yours-

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I love Camay because it is a P&G product. So then why Camay, why not anyother P&G brand? I love Camay because it is a quality product. But then so isevery other P&G product! I love Camay because it makes the lives of itsconsumers better. 'Same old crap', yeah I can hear you people saying that. Well,Camay is all about beauty! No kidding Sherlock, it's a beauty soap, what elsecould it be!

Feeling helpless at not being able to convey the rationale for my love, I knowvery well, that I am missing the point, the one that takes Camay afar from others.I drown myself, lower and still lower, I search deep inside, in the abysmal pits ofmy heart where the love resides. Eurekaaa! There lies the true reason, shininglike a solitaire on a platinum ring

"I love Camay because it celebrates my being"

I mean how many products do that in this materialistic world of today? Whileother beauty soaps talk about making your skin i.e. the outer faade beautiful,Camay makes way to the inner self, it makes me realize the forgotten woman,me!

After a day spent at office where work reigns supreme and terms such as targetstake a wholly new meaning when it comes to females, I come home to begreeted by the incessant cacophony of my husband. There are so many

problems to be taken care of, too many issues to be resolvedChildren'suniforms, their books, grocery shopping! The list is endless. I listen to myhusband's complaints, his life, he did this and he did that. I join my children tolisten to their problems, to entertain them. I mean what about me? I live too! Therationale of 'I think therefore, I am', sounds like a ridiculous way of being to me.

It is when I'm surrounded by these thoughts that I run for my bathroom where mytub, and Camay wait for me - Camay, the arched pillow that gives me the onlychance to relish myself. Camay, with its fragrances celebrates with quietness andserene, my unappreciated being.

Camay is about indulgence, taking time out for myself and pampering me for theentire world's worth. It is about the sheer euphony of moving to the lilting tunes ofmy essence. Camay cherishes me, it tells me I AM!

I love Camay, because it stands for me.

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Business strategiesBCG Growth-Share Matrix:

The BCG matrix provides a framework for allocating resources among differentbusiness units and allows one to compare many business units at a glance.

CASH COW:A business unit that has a large market shares in a mature, slowgrowing industry. Cash Cow requires little investment and generates cash thatcan be used to invest in other business units.Star:

A business unit that has a large market shares in a fast growing industry.Star may generate cash, but because market is growing rapidly they requireinvestment to maintain their lead. If successful, a star will become a cash cow,when its industry matures.

Question Mark or Problem Child:A business unit that has small market share in a high growth market

these business units requires resources to market share, but whether theyllsucceed and becomes star is unknown.

DOG:

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A business unit that has a small market shares in mature industry. A dogmay not require substantial cash, but it ties capital that could better be deployedelsewhere. Unless a dog had some other strategic purpose, it should beliquidated if there is little prospect for there it to gain market share.Factors Why Camay Was a Dog:

because of two major reasons.1) They dont introduced Camay for men. It was only for women.2) They dont have any famous brand ambassador for Camay.

Conducting Market Research

Market research is the process of gathering information to help you makedecisions relating to the marketing of your business.

In formulating you marketing plan, you will need information on:

Your competitors Your potential customers Your product Your costs

There are two sources where this information can be obtained - secondary dataand primary data.

Secondary data is information that has already been collected/published and thatis indirectly related to the problem but will assist the research.

Examples include:

Company files and sales data & Library resources Universities Catalogues & Australian Bureau of Statistics (ABS) Other Government Departments Industry Associations Magazines and trade publications Websites (providing they are reliable sources)

Primary data is information collected directly to solve the problem facingthe business. Examples include:

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Interviews Surveys and questionnaires Field work Internal research

There are many ways to research the market place for your business and theyare generally inexpensive. The more you can discover, the greater advantageyou have over your competitors and this in turn will give you a good foundationfor building a successful business.

Knowing Your Competition

It is important for your business to know who your competitors are and what youare going to be competing against. To be successful your business needs todevelop and sustain a competitive advantage over the competition.

Take these questions into account:

SWOT Analysis:

Do you know what your competitors are doing? What are your competitors' strengths? Weaknesses? What do consumers think about your competitors' products? How are you going to position yourself with your competitors? Would it be

meeting the competition? Beating the competition? Countering the

competition? Are you competing on price? Product? Or quality?

Selecting Your Target Market

Another important issue in marketing is to select your target market of potentialcustomers. That is dividing the market into specific groups so that you candetermine the segments that will seek your products and/or services. Your targetmarket needs to be large enough and sustainable, in order to be able to supportyour business.

The market can be segmented into different categories including:

Age Gender Occupation Type of employment

Home ownership Geographic location Ethnic identity Brand loyalty

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Income level Education

Once you have done this, you can then select the target market which best suitsyour business's sales and aim your marketing focus on these segments.

The 4 P's

One of the most important aspects of marketing is "the 4 P's" practice. The FourP's include: Product, Place, Price and Promotion. To get the best from yourbusiness you will need to implement them together.

1. Product

You need to understand your customers' (or potential customers) needs anddevelop your goods and/or services around them. Aspects involved in this couldbe:

Research and development Features Warranties

Packaging

Accessories Linked products

Quality control

2. Place

Place not only includes the physical aspect of your business premises but alsoincludes where the goods and/or services are available.

The following details need to be considered:

Where is the business located geographically? Do people notice it? Is it easy to find? Is it easily accessible for vehicles? Is the building exterior and interior presentable? Remember that first

impressions can greatly affect your business! Is the layout suited to the customer when shopping? Are you situated close to your target market for deliveries, distribution,

provision of services etc?

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What other distribution mechanisms do you have for your goods and/orservices?

3. Price

It is important to put the correct value on your goods/services. When deciding ona pricing policy, consider the following:

To make sure your business is viable you need to profit from the prices onyour goods/services.

Take into account where the product is on the Product Life Cycle(Introduction-Growth-Maturity-Decline), as there may be pricingadjustments for the different stages.

Will your pricing policy cover your overhead costs? It is important to fullyunderstand your costs and set your prices to recoup these costs.

4. Promotion

Promotion covers advertising, publicity, public relations, personal selling, salespromotion and networking.

To effectively promote your business, you should consider:

Who is your target market? Where do you want to direct your promotions? What image are you trying to project? What do you want to promote? Price? Product? Quality? Service? What resources do you have to carry out the promotion strategy? What strategy are you going to use?

o Advertising?o Publicity?o Public Relations?o Sales Promotion?o Networking?

COMPITETOR:

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We all like to look gorgeous and enjoy that confidence which makes us feel likeanythings possible. And that's just what the Lux range offers you on a daily basis

at a price you can afford.

Lux was first introduced as a toilet soap in 1925. Produced by Lever Brothers, itarrived in the UK in 1928, offering people a chance to pamper themselves for amodest price.

In 1958 five colours made up the range: pink, white, blue, green and yellow.People enjoyed matching their soap with their bathroom colours.

In the early 1990s, Lux responded to the growing trend away from traditionalsoap bars by launching its own range of shower gels, liquid soaps andmoisturising bars.

In 2004, the entire Lux range was relaunched in the UK to include five showergels, three bath products and two new soap bars. 2005 saw the launch of threeexciting new variants with dreamy names such as Wine & Roses bath cream,Glowing Touch and Sparkling Morning shower gels.

Did you know?

Since the 1930s, over 400 of the worlds most stunning and sensuouswomen have been proudly associated with Lux advertisements. MarilynMonroe, Brigitte Bardot, Demi Moore and, more recently, our ownCatherine Zeta-Jones, have all been part of the Lux glamour story.

The name Lux means light in Latin, however the name was chosen for itsplay on the word luxury.

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BOLLYWOOD:

Today, the brand is still heavily advertised in India using Bollywood stars.[2]Madhubala, Hema Malini, Sridevi, Madhuri Dixit, Juhi Chawla, Karisma Kapoor,Rani Mukerji, Aishwarya Rai, Amisha Patel, Kareena Kapoorand Tabu have allbeen past brand ambassadors. Priyanka Chopra is the present brandambassador of Lux.

In India Shahrukh Khan was the first male in a Lux advertisement.

LOOYWOOD:

REEMA, BABRA SHARIF, NEELE, MEERA, IMAN ALI, AMNA HAQ and nowALI ZAFAR.

Questionnaire Design:

Q.1: what is your name & age?

Q.2: what is your occupation?

Q.3: what kind of soap do you like or use?

Q.4: what kind of price do you prefer when buying soap?

Q.5: what kind of qualities you want in your soap?

Q.6: Do you prefer the same soap for your family or separate for each member?

Q.7: What kind of skin do you have?

Q.8: Do you select your soap on the basis ofi. Presentationii. Quality

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iii. Quantity

Q.9: Do you prefer artificial fragrance or natural fragrance?

Q.10: From where do you heard about the soap you are using now?

a) T.Vb) Internetc) Relativesd) Friends

Developing a Marketing Plan

After conducting your market research and selecting your target market, the nextstep is to prepare a Marketing Plan. A Marketing Plan is a written policy of amarket strategy, how long it is going to take to implement and complete. It needsto include:

The marketing mix that is going to be offered (either or all of the 4 P's), towhich target market and for how long it is going to be offered.

What resources are going to be needed and at what rate? What results are expected? A control, so that it keeps the plan going in the right direction, and not

diverting from the original design.

Your Marketing Plan will be a valuable tool for your business. It is not just buying,selling and advertising, and it will benefit your business financially and in manyother ways!

Promotion is a marketing activity that aims to persuade others and influence theirattitudes and behaviors about your business and what you are selling.

It is an important feature in getting your goods and services noticed in themarketplace and a way to attract more business. You may be at the right place atthe right time but your customers and potential customers need to know about it!

How to Promote

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Promotion can be carried out in different ways, through:

Personal selling Advertising Publicity Public relations Sales promotion Networking

Personal selling is face-to-face communication (or sometimes on the telephone)with the potential customer. This type of promotion would be best used withgoods/services that need a lot of technical explanation e.g. car sales, computerequipment etc

Advertising is a paid form of communication about goods/services. Advertisingcan be done through:

Magazines & Newspapers Radio & Television Signs/posters/billboards Direct mail Business cards Brochures Gimmicks and "freebies" Junk mail Phone Book Internet/Web

Publicity is an unpaid form of communication about your business.

It is more credible with potential customers than advertising. Publicity avoidspaying advertising or media costs, by:

Persuading a newspaper to print an article about your business. Going on a Talk Radio to discuss your business, instead of paying for an

advertisement. Sponsoring a sporting team to give your business name exposure in the

community.

Public relations

Is about developing and maintaining good relations with your customers andsuppliers, your staff, and the public. A key part of public relations is the imageyou project. First impressions mean everything, and the attitude of staff towards

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your customers is also important. Consider the way they speak on the phone,their appearance; is there a personal touch? Do they meet the need of thecustomer? Are they well trained about what the business is offering?

Networking

Is a form of Public Relations, which involves using the contacts you have to helpassist your business, by promotion and recommendations? Networking can makeyou new friends; increase your peer support, business contacts and yourcapability to create revenue. It also allows you to gain access to new informationthat you can use to grow your business.

Networks that you could access include:

Professional and trade organizations (e.g. Chamber of Commerce NT,regional business associations, etc)

Community service organizations Clubs Political parties Women's groups Conservation groups Charity and welfare organizations Churches Cultural groups

You can use these networks as a form of promoting your business, asconsumers' regard "word of mouth" to be a reliable source.

Sales promotion includes a range of promotional activities - other thanadvertising, publicity and personal selling - designed to stimulate interest, trial orpurchase.

This can be done through:

Samples Tradeshows Gifts & give-aways Calendars & diaries Contests Meetings Displays

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Some good gift ideas are items that customers would use daily e.g. pens, notepads, key-rings and mouse pads. These work because they act as constantreminders of your business.

When to Promote

To get value for your promotion dollars, it is important to identify the best times toadvertise. Some goods and services need continuous promotion, as thepurchase cycles of the customers are not erratic. Other products may be affectedby seasonal trends and are promoted heavily at specific times of the year, eg,summer/winter, tourist season, school holidays, special calendar dates, etc.

The stage of your product on the "product life cycle" will also influence yourpromotional activities. For example, new and innovative products may requireheavy promotion when first introduced to the market whilst established productsgenerally require less intense promotion.

The important thing is to create a regular program for communicating with yourcustomers, to constantly remind them of your business and what you areoffering.

Tips for Successful Promotion

With any form of promotion your aim is to get the potential customers' attention,then keep their interest and develop it into a desire to buy. Make them think that

your product is necessary and desirable, by promoting the benefits to them, notjust the physical features of your product.

Once you have persuaded them into wanting your product, it needs to beexchanged to an action - the action of purchasing. Then your promotion hasbeen successful!

It is important to understand that people don't buy goods or services - they buybenefits. Remember, customers want value and solutions to their problems andneeds.

Other Helpful Hints

When looking at promotion, be careful to choose the most effective andworthwhile techniques for your business. The aim is to reach the greatestnumber of potential customers in your market, within your budget.

Use persuasive and attention-getting words, such as:o "Results"o "Bargain"

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o "Efficient"o "Discover"o "Quality"o "New"o "Save"

Monitor the results of your promotional activities and review your sellingefforts so that you can improve on them.

Provide a physical element to the intangible character of a service. Thecustomer needs to feel as though they have received something.

Under-promises but over-deliver! Deliver your promise. You lose yourcredibility when promises are broken, as many other businesses do thesame thing and you will be "just like the others."

Maintaining a consistent theme and style is important in developing amemorable business image.

Focus on your unique and competitive advantage - tell your customerswhat makes your business better than others.

Be original and creative.

Absolutely. Since we are on the subject of acronyms, introducing the Six C's ofmarketing. These concepts are not meant to replace the four P's, but rathercompliment them. They provide a more granular look at the overall marketingstrategy while taking into consideration the following: customer, consistency,creativity, culture, communication and change.

Customer- this means that an organization's marketing strategy needs to becustomer focused. It's about intimately understanding the target market not asdemographics, but as real, everyday people. It's about focusing on the targetcustomer first and then working backwards to the product and or service; andthen ultimately the brand. It's a never ending cyclical process.

Consistency - how many times have you heard mixed messages from the samecompany's advertising? Marketers need to maintain consistency in their

communication messages to reinforce the value proposition to the targetconsumer. This will also serve to reinforce the brand in a real life context andavoid doing something lame like changing the Nike tag line from "just do it" tosomething different.

Creativity - it is important to use creativity to attract the attention of the targetconsumer since they are bombarded with thousands of messages per day.Creativity means laying aside the "traditional" rules of advertising, and challenges

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marketers to think out-of-box so that they can tap into their imaginations.

Culture - all marketing messages need to have a cross-cultural component inorder to be effective. It is dangerous to think that everyone in the world (includingyour target consumer) thinks, acts and makes purchase decisions exactly likeyou. It's not true and having this perspective can prove to be hazardous to yourmarketing health.

Communication - people don't appreciate "in your face" advertising. They don'twant to be "marketed to" either. They would much rather be "communicatedwith". Effective communication creates value with target customers, speaks intheir language and tells your story.

Change - don't fight it, embrace it. Change is here to stay! Marketers must

constantly change as society changes. They should never be afraid to step out infaith to try something different. Marketing today is not what it used to be; it isconstantly evolving and marketers must consider change in the world, economy,market, consumers perceptions; as well as internal change within theorganization.