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marketing plan on samsol shampoo Assignment

   

Added on  2021-05-10

8 Pages1951 Words594 Views
Executive Summary This marketing plan from the basis of introduction of an egg shampoo by samsol. The analysisallows us to use best strategy to help our product be successful with the internal and externalenvironment, which we have analyzed to our understanding. This enables samsol shampoo to bemarketed efficiently and will capture more customer as previously there is an existing industryfor egg shampoo in Pakistan that are constantly competing, it’s a challenge for samsol to be inmarket with innovation and existing core ingredients (egg) as It was founded in 1962 taking adebut form the hair care category. Now we must be convenient for customer and less harmful forhair then other brands.Our Mission Our mission is to relaunch samsol product in combination with conditioner containing the sameherbal factor egg as its core ingredient for shiny, long and healthy hair and to grab morecustomer.ObjectiveTo create product awareness and to attract the customers towards the product.The objective was to expand their market to other cities and also maximize market andsharesBuild Awareness. Expand their Market. Target Women's through Advertisements.Our CommitmentTo grow personal care business of the company.To enhance corporate image and brand positioning.To become a major player in the national market, expanding to the international arena.To create a corporate environment enabling to become an employer of choice.

The key drivers will beMotivation and professional development.Corporate culture inculcating integrity and ethics in business.Optimizing resources to boost outputSituation AnalysisINDUSTRYToday shampoo industry is one of the largest consumer goods industry in the world. Newproducts to cleanse hair, with added features meant to beautify, protect and improve hairscondition, appear on a regular basis. Research chemist continue to seek new ingredients andformulations that will improve product and increase sales.Egg shampoos are the best for providing qualities like soft, silk and shiny hair almost everyonewants soft smooth and dandruff free hairs while egg shampoo for hair is easily prepared at home,there are several egg shampoo brands for hair those are endorsing the egg shampoo that are quiteeffective and popular. This egg shampoo are known to possess a lot of nutrients like proteins thatbring shine and improvise the texture of hair standards.COMPETITION The top producer in this industry are Bio Egg Shampoo Sunsilk Dream Soft and Smooth Egg ShampooDabur Vatika Naturals with Egg Halo Nourishing Shampoo with Natural Protein and EggBrand name: Samsol International Products: Samsol Hair Color, Samsol Hair Removing Lotion and Cream, Samsol Shampoo,Samsol Shaving Cream, Talcum Powder Mustard oil The shampoo market in Pakistan was to the tune of Rs.12.5 b in 2012.Unilever still leading witha 50% market share followed by P&G at 34%. Overall, brand-wise position was as follows:

Sunsilk 26%Head &Shoulders 19%Pantene 15%Lifebuoy 15%Bio-Amla 10%Clear 7%CUSTOMERSamsol international has captured 19% customer in brand recalling in terms of its hair color andon ad recalling it decreases to 4% (Source: Gallup Pakistan National Study 2010). And inregarding to egg shampoo or other products of samsol internationals customers didn’t capturedcustomers as compared to other brands.so we’ll target lower middle, upper middle and upperclass as our customer for ultimate hair solution for all ages of women and nowadays people arein search of real herbal solution as it had been centuries ago so it’ll also foster and rejuvenate theold culture in new fashion.SWOT AnalysisSTRENGTHSSkilled workersProvide hair protection and other hair issues resolving Higher or middle class targetedDistribution system is very goodStrong research and developmentGood communication systemWEAKNESSESAlternatives are availableConsumer is price conscious Strong promotional activities from competitionCultural appeals are not present in adds

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