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Presented By: Hina Yousuf Sana Jafri Aqib Awan Abbas Sherazee Jahangeer Ali Khan Faizan Ahmed

Presented By: Hina Yousuf Sana Jafri Aqib Awan Abbas Sherazee Jahangeer Ali Khan Faizan Ahmed. About Us. Stardust Private Limited Pure – Moisturizing Hand Wash Fresh – Body Wash Face Factor – Gentle Face Wash New Product O 0. The founders of Stardust Pvt. Ltd are as follows:.

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Presented By: Hina Yousuf Sana Jafri Aqib Awan Abbas Sherazee Jahangeer Ali Khan Faizan Ahmed

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  1. Presented By: HinaYousuf Sana Jafri AqibAwan AbbasSherazee Jahangeer Ali Khan Faizan Ahmed

  2. About Us • Stardust Private Limited • Pure – Moisturizing Hand Wash • Fresh – Body Wash • Face Factor – Gentle Face Wash • New Product • O0

  3. The founders of Stardust Pvt. Ltd are as follows: • HinaYousuf • Sana Jafri • Faizan Ahmed • Jehangeer Ali Khan • AbbasSherazee • AaqibAwan

  4. Organization Chart

  5. Misson • ‘To manufacture and supply premium quality deodorant sprays to consumers at a cost effective yet profitable price. Build positive relationships with customers and satisfy customer life style and hygiene needs.’

  6. Vision • ‘To establish ourselves as the only deodorant manufacturing company in Pakistan that produces premium export quality deodorants to consumers within and outside Pakistan. Our vision is to break the perception of associating low quality with locally manufactured products.’

  7. Market Share

  8. Consumer Characteristics • Age • Target market 13 – 25 • Habitual users • Life Stage • Middle School, High School, College, or University • Fresh Graduates • Fresh Career • People who are interesting in leisure activities, such as parties and sports

  9. Use • The uses of 0º will be as follows: • Daily grooming • Personal care and hygiene • Getting dressed

  10. Geographic Location • 0º is targeting the upper-middle and upper class individuals of Pakistan in: • Karachi: Areas include Defence, Clifton, KDA, Bahadurabad, and North Nazimabad • Lahore:Defence, Gulberg, Liberty, Lahore Cantt, and Model Town • Islamabad: Most of Islamabad is included in the geographic location • Faisalabad: Most of Faisalabad is included in the geographic location

  11. Positioning

  12. SWOT Analysis

  13. Strengths • 0º will be the only deodorant manufacturer in Pakistan • Since it will be a manufacturer within Pakistan, there will be no payments of customs • State-of-the-art imported machinery • Established corporate image • Low cost labor • Self-generated power supply • Strong liquidity base • Low priced product • Centralized organizational hierarchy • Strong research into target market • Sex appeal used in advertisement, which attracts people • Commitment towards customer satisfaction • Commitment to provide reliable products of high quality • Caters to both genders • Only one other deodorant brand (Rexona) advertises in Pakistan

  14. Weaknesses • Imported ingredients • Startup cost of capital equipment • Inexperienced employees • Training requirements • No brand recognition • No scent variety • Not accredited by any quality control body • No previous experience in deodorant market • Less market share in initial stages of product life cycle • Not many deodorant users exist in the market (3% penetration in entire population) • 0º only targets the upper-middle and upper classes, thus there is a restriction to the strategies being used

  15. Opportunities • Expanding targeted markets • International expansion • Increasing shelf-space • Vendor Supply System • Large numbers of sales can lead to economies of scale • Introducing variants in the future

  16. Threats • Reluctance of consumers to try new and locally manufactured product • Political instability • Competition by large and established multinational corporations • Emergence of more brands • Price wars

  17. P.E.S.T

  18. Political Issues • Gang Wars • Strikes • Change in Government Regulations • Taliban Threats • Security Concerns • Public Holidays

  19. Economical Issues • Global Recession • High Inflation Rate in Pakistan • High Rate of Borrowing • Globalization: The phenomenon of globalization has led to several famous and large brands of deodorants from different countries being recognized and accepted by consumers. • High Fuel Prices

  20. Social Issues • Small Target Market • Social Acceptance • Nuclear Families

  21. Technological Issues • Lack of Machinery • Lack of Skilled Labor • Lack of Electricity • Lack of Raw Materials

  22. Competitive Advantage • Price • Production

  23. Marketing Mix • Product • Place Distribution • Price • Promotion

  24. Product • Female Deodorant Ingredients • Butane • Isobutane • Propane • Parfum • Cyclomethicone • Aluminum Chlorohydrate • Talc • DisteardimoniumHectorite • Dimethicone • Octyldodecanol • Butyloctanoic Acid • Theobroma Cocoa Extract • Cocoa Seed Butter

  25. Product • Men’s Deodorant Ingredients • Alcohol Denat • Butane • Isobutane • Propane • Parfum • Isopropyl • Myristate • Propylene Glycol • Linalool • Citral • Benzyl Alcohol • Benzyl Benzoate • Eugenol

  26. Competitor Prices

  27. Cost Distribution

  28. Distribution • Manufacturer • Wholesaler • Retailer • Consumer

  29. Short-Term Promotional Objectives: • Penetrate market by 3% in the first fiscal year • Establish competitive prices to capture markets • Create brand awareness through heavy advertising • Solidify distribution base • Build PR through launch event • Achieve high state of product awareness and recall • Achieve economies of scale by June 2010 • Build better relationship with wholesalers than rivals • Have a better reputation with customers than rivals

  30. Long-Term Promotional Objective • To achieve 20% return on capital employed by June 2015 • To gain 10% of the market share by 2019 • Diversify product range by 2015 • Achieve growth of 60% by 2016 • Capture different target markets • Establish brand loyalty and equity • Export 0º to far-east and middle east markets by 2025

  31. Promotional Mix • Advertising • Facebook • GT Magazine • 96.0 FM • 89.0 FM • Billboards • Dawn Newspaper • Daily Times Newspaper • Play TV • Style 360

  32. Sales Promotions • Promotional Campaigns in • Supermarkets • Karachi: Agha’s, Ebco, My Superstore, and DMart • Islamabad: D. Watson, Shaheen, Herald, Jinnah Superstore, and Shams Store • Lahore: HKB, Pot Pourri, Zakah Pharmacy, Liberty, and Europa • Faisalabad: All large stores • Middle Schools and High Schools • Colleges • The best Gyms in each city (such as Shapes and Lifestyle in Karachi)

  33. Public Relations • This would be done in the sense of getting media publicity by having reviews and articles written about 0º in magazines and newspapers. There could also be TV and radio presentations given. 0º could also host or take part in charitable events and contributions.

  34. Promotional Budget for Men Promotional Budget for Men’s Deodorants (Rs. 109)

  35. Promotional Budget for Women Promotional Budget for Women’s Deodorants (Rs. 114)

  36. Total Promotional Budget • Total Annual Promotional Cost = Rs. 20,400,000 + Rs. 20,400,000 = Rs. 40,800,000 • Total Annual Sales (Forecasted) = Rs. 65,400,000 + Rs. 68,400,000 = Rs. 113,800,000

  37. Media Identification • Facebook • GT Magazine • Billboards • Dawn Newspaper • Daily Times Newspaper • Play TV • Style 360 • 96.0 and 89.0 FM • Event

  38. Budget Allocation

  39. Media Schedule Chart for 1st Quarter (June-August)

  40. Thank You

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