EXECUTIVE SUMMARY Skin color is one of the most important aspects of a person’s personality. Person with a fair and a glowing complexion will always feel confident in front of others. The current men fairness cream market is dominated by Skin care, having the largest market share followed by Emami fairness cream. The initial launch pad for this product will be done in Karachi followed by nationwide launch after its success in Karachi. The SWOT analysis tells the about the product and company external environment and the BCG (Boston Consulting Group) matrix gives us an projected view of the placement of our product in the market which allows us to create strategies and tactics in order to have a successful product launch. FAB is dedicated to provide its consumers the best and have a target of achieving 5% market share and will create strategies to increase by 0.5% annually and eventually become the market leaders. In order to create awareness of our product, we have followed tight communication plans which include different mediums used in advertising and promoting our product. FAB is 1 | Page
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EXECUTIVE SUMMARY
Skin color is one of the most important aspects of a person’s personality. Person with a
fair and a glowing complexion will always feel confident in front of others. The current
men fairness cream market is dominated by Skin care, having the largest market share
followed by Emami fairness cream. The initial launch pad for this product will be done in
Karachi followed by nationwide launch after its success in Karachi. The SWOT analysis
tells the about the product and company external environment and the BCG (Boston
Consulting Group) matrix gives us an projected view of the placement of our product in
the market which allows us to create strategies and tactics in order to have a successful
product launch.
FAB is dedicated to provide its consumers the best and have a target of achieving 5%
market share and will create strategies to increase by 0.5% annually and eventually
become the market leaders. In order to create awareness of our product, we have
followed tight communication plans which include different mediums used in advertising
and promoting our product. FAB is dedicated to satisfy their customer needs by
continuously innovating and improving its fairness cream and bringing them to its
customers at an affordable price.
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1. COMPANY INTRODUCTION
FAB is a dynamic organization which lays the foundation of its production in
Pakistan.FAB is a partnership firm among four partners. It is Startup Company and will
start its operations by producing its main product FAB men fairness cream and have a
vision of introducing a wide range of products for both male and female in the near
future.
It caters to the cosmetic industry of Pakistan by manufacturing a high quality fairness
product. Forecasting the current market, FAB is ready to launch its fairness cream with
its tagline being “total fairness in 3 weeks”. A product like FAB fairness cream will take
the market by storm. At initial stage we have just selected Karachi as our launch pad
and are planning to launch nationwide after successful launch in Karachi. To make any
business successful, we must concentrate on the need of the product in the target
market.
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2. COMPANY POLICY
Our company’s main policy is to provide our customers the best quality product at a
reasonable price and to make our product to be available everywhere.
Vision Statement
“Within five years, FAB men fairness cream will become number one company in
Pakistan by producing and selling the highest quality products and will work with all our
effort to meet and exceed our customer needs and expectations”.
Mission Statement
“To provide high quality products that combines performance with value pricing, while
establishing a successful relationship with our customers and our suppliers and to stay
ahead of the competition by innovating new products based on the needs of our
customers and market demand”.
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PRODUCT LIFE CYCLE
Skin care – Fair Men :
Skin care`s fair men is at maturity stage because it has high market share.
Emami – Fair And Handsome:
Emami s Fair And Handsome is at growth stage because it has not reached to its
targeted market share.
Set Wet – Get Smart :
Set wet s get smart lies between growth and introduction stage.
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Fair and Lovely – Menz Active:
Fair and lovely`s menz active is at introduction stage because it is a newly introduced
product.
FAB Men Fairness Cream:
Fab men fairness cream is at introduction stage as it is a newly introduced product.
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MARKETING OBJECTIVES AND ISSUES
To enter the fairness cream market and capture 5% market share and to
increase it by 0.5% annually
To bring awareness of the product in the mind of the consumers through heavy
promotional strategies
To differentiate FAB men fairness cream with its competitors on the basis of its
USP that is to give total fairness in just 3 weeks
Profit maximization
Increase sales
After a successful launch in Karachi we are planning to launch it in whole
Pakistan, then world wide
We will try to fulfill the consumers requirements regarding the product in order to
achieve the brand loyalty
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CURRENT MARKET SCENARIO
The current men fairness cream market is dominated by Skin care and Emami. These
brands have an advantage of old presence therefore a high percentage of consumer
confidence. The reason for consumer confidence is the consistency of high quality
products and heavy marketing and promotional strategies. Skin care is the current
market leader and has a price of rupees 95 with a quantity of 50 mg and Emami being
the second in Pakistan has a price of rupees 90 with a quantity of 30 mg.
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3. INDUSTRIAL CHARACTERISTICS
Competitor Analysis
List of Competitors
Fair Man from Skin Care
Set Wet Get Fair
Emami Fair and Handsome
Fair and Lovely Menz Active
Competitive Advantage
We will offer our product to those customers who want to look fair. This product will be
easily available in every area of Karachi. Our strategy is to make our brand successful
by charging lower price than our competitors and provide high quality product and its
results to our customers. This strategy will lead our product to capture maximum market
share which is our main objective.
But apart from all this close market competition, we have the following advantages over
our competitors:
Gives you complete fairness in just 3-weeks faster than our competitors
Makes you fair through natural process
No side effects
Faster and more effective results at a lower price
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Strong distribution Channel
These advantages will provide us a competitive advantage/edge over our competitors,
we just have to make consumers aware about our product and its differentiating factors
and this will be done through heavy promotional strategies
Direct competitors
The direct and the biggest competition that we will face is with fair men a product of skin
care Pakistan. Fair men of skin care holding the highest market share is the biggest
competitor that we will face. Skin care hold the largest market share and is the current
market leader. The second big competitor that we will face is fair handsome of Emami
and then there are other small competitors who are the strivers in the market like get
smart of set wet and menz active of fair lovely.
Skin Care – Fair Men
Emami – Fair and handsome
Set Wet – Get Smart
Fair and lovely – Fair menz
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Indirect competitors
There are many indirect competitors that FAB will face which includes moisturizers,
acne creams, anti wrinkle creams and other skin related products. All these products
related to your skin can act as an in direct competitor for FAB.
Moisturizers e.g Dove
Anti wrinkle creams
Acne creams
Fair and lovely women
Home made products (herbal creams)
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Major Com-
petaitors90%
Minor Competaitors10%
Market Share of Direct Competitors
Acne creams 8%
Local creams 12%
Moisturizers 42%
Fairness creams for women
38%
Indirect Competitors
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Market share of competitors
Skin Care65%
Emami25%
Menz Active 6%
Others4%
Major Competitors
There are four main direct competitors that FAB men fairness cream has to survive with,
their market share are defined below:
FAIR men the product of skin care:
Fair men a product of skin care Pakistan holds the biggest market share and is the
strongest competitor for FAB men fairness cream, which holds a market share of 65%
across Pakistan.
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Fair and handsome of EMAMI:
Fair and handsome of Emami has a comparatively larger share in the international
market as compared to Pakistan, where in Pakistan Fair and handsome of EMAMI
holds a market share of 25%.
Get smart of set wet:
Get smart is a product of set wet, set wet is doing well in its other products but in
Pakistan get smart is striving to stay in the market for a long time now but still is unable
to capture a good market share.
Menz active of Fair and lovely:
Fair and lovely is a big brand in Pakistan cosmetic industry, still they are
struggling hard to capture a desirable market position in terms of men fairness creams.
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BCG (BOSTON CONSULTING GROUP) MATRIX
The BCG matrix method is based on the product life cycle theory that can be used to determine what
priorities should be given in the product portfolio of a business unit. It has 2 dimensions: market share and
market growth. The basic idea behind it is that the bigger the market share a product has or the faster the
product's market grows the better it is for the company.