Thanakha Spray: Improving the Traditional Skincare Product

Thanakha is a traditional Burmese skincare product that has been used for over 2000 years. Our proposed business aims to improvise the product by introducing it in a spray form, making it more convenient and efficient to use. Our target market is primarily the female market of all ages who enjoy using skincare products. We plan to expand in the Asian market through parallel competition and geographic transfer strategies.

Thanakha
About Thanakha
Thanakha is yellowish-white cosmetic paste. It is a distinctive feature of the culture of
Myanmar, seen commonly applied on the face and sometimes the arms of women and is
used to a lesser extent also by men. Thanakha cream has been used by Burmese women
for over 2000 years. Thanakha is actually obtained from a tree and to be used as a skincare,
the tree has to be 25 years and above. Thanakha tree can be easily find in Myanmar forest.
Proposed Business
The purpose of the business is to improvised the product from paste to spray. The spray of
Thanakha is easier to be use and carry. Our company aims is to let more Asian consumers
knows more about Thanakha. We will initially introduce in local market and then followed by
Asian countries from beauty stores such as Guardians, Watsons and Sephora. We
guarantee that our product is good for skin care and also to every age of consumers.
Proposed Product
The Thanakha spray can be apply on consumers that are having skin problem or maybe
sensitive skin. It has no chemical or synthetic mixtures that might harm your skin. By
applying regularly, the skin will become fair, smooth and soft, also can protect the skin from
sunburn. When Myanmar Thanakha is tested and analyzed in the laboratory, it is found that
it contains natural cormorant and it can prevent UV (Ultra Violet) rays. The use of Thanakha
spray and paste is actually the same. The spray will be more convenient and also more
efficiency than the paste.
Uniqueness of Product (initial SCA)
Thanakha paste can be easily found in local market. The paste takes certain steps to apply
on skin. Firstly, consumers are required to take a certain amount of the paste and mix with
water then apply to their face and body as per necessary. It would be inconvenient for a
Thanakha paste user without having water to mix it. Hence, we will take competitive
advantage bases on this weakness by producing as a spray form. It can make your day
more beautiful and fresher. Most importantly, it can make your usage way easy and cut the
time down considerably. This Thanakha spray is more convenient for a busy person who still
loves to wear Thanakha. The process can be done with a quick spritz and minimal rubbing to
spread it around. Moreover, unlike the paste form, the spray is a necessary thing in the
summer day. After a day in the sun, lightly mist your body to feel cooled and refreshed. On
the other hand, we have observed that local product packaging is outdated and
burdensome. Hence, we will also upgrade the product packaging and design into a better
and fitting one for our new customers. For these reasons, we can satisfy the rareness of the
market.
To prevent copyright issues, technology to make product and protect our brand reputation,
we will register our trademark and product in the local market first. After that, we will proceed
the registration in Singapore. We believe that the combination of our innovation in addition to
activities to position, deliver and protection can enable a head start into the market. We
expect our venture to become primarily generate profit from the initial SCA.

Proposed entry and growth strategy (including the sustainability of SCA)
Entry strategy stage is a crucial part for a new venture to make an appropriate entry
approach to launch our venture’s initial SCA into the targeted market to accomplish
objectives missions, goals and objectives. We will be performing SWOT analysis of the
target market to categorize external analysis and internal analysis in the market for the
Thanakha spray product. We will be undertaking two strategies for our Thanakha spray. The
first strategy we will be practicing to our proposed product is the parallel competition
strategy. Since, Thanakha products are already in the local market, we are doing it as a
spray form for a better stage. The risk of our new venture is relatively low as the Thanakha
market exists in the local market. We can also estimate the production cost and profits
because of the competitors in the market. Moreover, we will distribute our products to Asian
market after launching to the local market. Hence, we will also be using Geographic transfer
strategy. The initial SCA for this strategy will be in new location such as Singapore, China,
Vietnam, Malaysia and Indonesia, etc.
The Market
Target Market and Customers
Target markets for the proposed product is primarily female market for all age range who
enjoys using skincare products. Thanakha is an organic chemical-free skincare product so
that it can be applied on every age range consumers. Furthermore, it is targeted for
consumers who have medium income range.
Market size and trend
At first, we will be selling our product at Myanmar. When our product reaches a stable stage,
we will sell it all over the Asian country. For our headquarter, Myanmar, we are going to sell
our product at every convenience store. For other Asian country, we will be selling it at
Watsons and Guardian. Our product will be selling at a lower price range compare to other
skincare product. But in the future, we might increase our price due to the demand in market
and also the popularity of our product.
Competitor analysis and comparison
In skin care and beauty industry, we will be facing monopolistic competition, where by a
large number of companies exist and competing within the same market size. We can simply
penetrate the market as the entry barricade is relatively low. Thanakha product producers in
local market perform a major role in sustaining the development in local market. After
investigating all the companies in local industry, we have acknowledged two corporations
that might be our principal opponents. Both companies are indirect competitors which sells
Thanakha paste competing within the same market.
Competitor 1: Shwe Pyi Nann
Shwe Pyi Nann is the Myanmar’s biggest Thanakha company with over 95% market share.
The company was established in 1991. The business operates as manufacturing,

distributing, and retailing organic cosmetic Thanakha as well as body cosmetics. It possess
one of the local strongest cosmetic wholesale network. In addition, the business export
traditional cosmetic Thanakha to international market including Philippines, Thailand,
Singapore and Malaysia.
Competitor 2: Belle Cosmetic
Belle Cosmetic was founded in 2016 by a young Myanmar female entrepreneur who owns
the largest network of convenient store in Myanmar. The company offers a wide range of
beauty and skin care product selections including makeups, lipsticks, body lotions and so on.
The company is rapidly increasing its market in a short period of time because of its product
quality and marketing strategies.
Estimated market share over time
Since our product is exclusive in the local and international market, we can ensure that the
Thanakha spray can attract the customers and fulfil the consumers’ desires, wants and
needs. According to the estimation, we target to take 35% of the local market share for the
first six months of our product launch. After that, we will concentrate to the Asian market to
take 20% of the share as an international market.
Marketing Strategy
Thanakha spray will be made popular in the market by taking recourse to advertising on the
television and the magazines. The Thanakha spray is used by women of all ages and hence
it should be promoted on a platform where these consumers will be able to look at the
features of the product. The magazines sit on the coffee table for a long period of time and it
can provide opportunities to the people to view the exclusive features of the product. The
target customers will be able to see the product in their magazines and they will go forward
to buy the product (Goworek, McGoldrick & McGoldrick, 2015). A magazine provides
opportunities for all the family members to know about the products and sometimes
magazines are shared among people that can help a large number of people to know about
the Thanakha spray. The marketing strategy will also include promoting it with the help of
television that will greatly suit the geographic transfer strategy of Thanakha spray
(Armstrong et al., 2015) Advertising the product on television will help the people in the
locations of Singapore, Vietnam and Indonesia to know about the product of Myanmar.
Pricing and margins
The pricing of the Thanakha spray should be such that it can be bought by people from all
strata of society. The pricing being high will become a hindrance for the lower and middle
income group so the pricing should be such that it becomes affordable for people. The
Thanakha spray should be priced at a price of 2950 Burmese Kyat that will make it
accessible to a large number of people. The convenient pricing will help many Asian
consumers to buy the product and it will then be able to expand in the other markets (Brown,
2016).
Packaging and manuals
The packaging of the Thanakha spray should be airless and it can help in preserving the air-
sensitive formulation. The global market in relation to airless packaging is growing at a rapid
pace and Thanakha spray should make use of this approach in packaging so that it can

expand in the global arena. The airless bottle will be a great packaging choice for Thanakha
because it can help in providing formula protection along with shelf-stability. It can reduce
the need for chemical preservation and will thus not hamper the skin of the consumers. The
packaging of Thanakha spray can make use of piston mechanism that can help in the
functioning of the bottle (Malhotra & Peterson, 2014). The manual of the Thanakha spray
should contain the special ingredients that have been used in the making of the product.
This can help in bringing out the natural quality of the product.
Distribution channels
The multi-channel retaining can help Thanakha in profiting a large margin and they will be
able to earn more revenue. Cosmetics can be said to be a tactile product and the consumers
like to feel the product before they purchase the product. The Thanakha spray can be
distributed to the retail outlet that is visited by a large number of people (Babin & Zikmund,
2015). The consumers will be able to see the product before they buy it. The local drugs
along with beauty stores can also keep the product so that people can buy it. The brand can
also be promoted online with the help of different websites that can act as the distributary
channels for the brand.
Methods of selling
The selling of cosmetics is dependent to a great extent on that of impulse purchase. Link
Selling can be made use of that can help in producing sales energy and it can lead to higher
profit. The cream of Thanakha along with the spray of Thanakha can be promoted together
that can help in encouraging the customers to buy the products (McDonald & Wilson, 2016)
The obtaining of orders from repeat customers can help in the growth of a company and it
can prove to be easier as compared to the finding of the new customers. The follow-up
techniques can be made use of increasing the bond with the customer.
Advertising and Promotion
The advertising of the Thanakha spray can help in achieving the highest efficacy for the
brand and it can help in achieving the key performance indicator like sales along with new
accounts. It has been found that television can have four times effect as compared to the
digital media and hence the advertising of the Thanakha spray can help the company in
achieving the objectives. Television can act as the sender of powerful message and it can
successfully be used by Thanakha for the marketing of its new spray (Draelos, 2015).
Thanakha should have a unique logo that can help in the promotion of the cosmetic
products. The logo design should be able to stand out from that of the competitors that can
help in creating a visual treat for that of the audience. The logo should help the consumers in
knowing that the product does not have any synthetic mixtures that can harm the skin of a
person.
Service and warranty policies
The products of Thanakha will be on the basis of Safe Cosmetics Act that can help in
ensuring the fact that the products are free of any kind of ingredient that can be linked to the
cancer or that of developmental harm. The ingredients should be fully displayed on the
labels of the product and on the company website. This can help in delivering benefit for
both the consumers along with the business (Ohira & Hirao, 2015). This can help in boosting
the confidence within that of the cosmetics industry and it can help the consumers in the
making of informed decisions. The warranty of the product of Thanakha will start at the time
of buying the product and it becomes active when the product registration becomes
complete. In the event of a defect being in the product of Thanakha, product credit would be
offered to the consumers. A defect being found in the product the customer can send it back

to the company at that of their expense.
Marketing timetable and Budget
Marketing Medium Budget
1st week The Promotion with the
help of Magazine
80,000 Burmese Kyat
2nd week Promoting with the
help of television
90,000 Burmese Kyat
Figure: Marketing Timetable
Source: Created by us
The marketing of the Thanakha spray by taking recourse to magazine will cost around 80,
000 Burmese Kyat and promoting the product on television will cost around 90,000 Burmese
Kyat.
Projected sales volumes and values
The market size of the Thanakha spray will increase in the Asia region after becoming
popular in the local market of Myanmar. The distribution of the product in the Asian region
will be able to bring profits for the company. The Geographic transfer strategy will help in
broadening the scope of Thanakha and it will be able to spread in the new locations of
Singapore, China and Indonesia (Desmedt et al., 2016). The increase in the per capita
income of the people of the Asian region will help the company in earning around 1 billion
U.S dollar in the year 2016 and it can be said that it will increase to 3 billion dollar by the end
of the year 2020. Asia is a large market of the cosmetic products and expanding in these
areas will help in increasing the sales volumes of Thanakha (Hassali et al., 2015).
Design and Development plans
The technical aspect of the product
Look
Thanaka spray will be delivered in the bottle of 200gm which is ready mix and also the
consistent is suitable as the spray agent. The spray bottle will have a suitable nozzle that
can be adjusted for the amount of substance to be spread on face or on the skin. It is one of
the best ways to spread the product over the skin as compared to the paste which is found in
the local market. The liquid is yellowish just like the paste, but it is little lighter in color as
compared to the paste. The bottle is easily handled, and also it is made of plastic which
reduces the change of damage and other issues.
Operation/Ingredients
The ingredients of Thanaka spray are the Glycerin and the natural tree oil/waters. The entire
spray contains 40 percent of glycerin and 60 percent of the natural tree oil. The glycerin is
being made from the vegetable oil which works as the tremendous moisturizer for the skin,
and also it pulls the water from the air to the skin (Genç, & Di Benedetto, 2015). It makes the
skin baby soft and also regular use of it allow the skin to get hydrated and protect from UV
rays of the sun. 60 percent are the ingredient of Thanaka plant and its oil that help to
maintain a suitable glow on the skin and also the entire product does not have any kind of
chemical ingredients. The product also has natural cormorants which help in preventing the
UV rays and work as the best skin care product for the people of Myanmar (Gopalakrishnan,

Libby, Samuels, & Swenson, 2015). The spray provides effective and suitable benefits to the
people as they do not have to mix the power when they required it. The spray provides
instant relief to the skin, and for that, it can be used anytime. The components are organic,
and for that, it helps to maintain the natural baby look for the face. It is essential to have
effective organic products within the spray so that it does not create any harm for the people.
Key features and benefits
The key features and benefits of the product are as follows:
 The Thanaka spray helps to ease the anxiety of the human being. It is one of the
best natural ingredients that allow the people to calm down their anxiety and their
tension with the just simple spray on the face (Yang, Ong, & Nee, 2015).
 The Thanaka is useful for soothing and also calming the skin tone and tension of
human being. It is one of the best product that allows the people to get the softest as
well as hydrated skin.
 It is also used for the treatment of Acne as this is one of the best organization
product for skin. This allows the skin to remove all the dirt and became fresh with the
single spray.
 It is also helpful to create protection against the skin cancer. With the natural
ingredient of Thanaka, it helps to protect the skin and also develop their working
function within the market (Meier, Browning, Yassine, & Walter, 2015).
Outline design and development plan
A development plan for providing product
The product needs to be developed within the market with effective working function and
valuable ingredients. This will allow the product to be the suitable and effective process for
the entire working function within the organization. The primary process for the development
of a plan for the Thanaka spray are; gather effective ingredients, determine the malting
process, then the gauge mashing temperature, then the process of critical review for the
product and the final review of the product.
Expenditure
The expenditure is developed by ingredients that are applicable for Thanaka spray within the
market. Capital is essential for the development of Thanaka spray and the price range of the
spray need to be 2950 Burmese Kyat for the people of Myanmar. The approximate capital
that is required for the development of Thanaka spray is almost 2,112,676 Burmese Kyat. In
the development expenditure, the cost of the entire process is being calculated.
Risk and difficulties
The risk in the product development process are as follows:
 Strategic product development risk which looks for the specific risk that highly affects
the Bottomline of the company. In this process, the maximum risk is being faced by
the research and development department.
 The product development faces product portfolio risk due to the changing technology
as well as the production process within the market.
 Technical risk also can be visualized within the development process of Thanaka
spray. This is due to the facts that industries are using the huge number of
technology which sometimes can provide wrong value.
 Supply chain risk is another difficulty that is being faced by the product development
process. In this, the supply of raw materials which is essential for Thanaka spray is
highly affected.
Resources to achieve development plan

The resources that are required for the development of product within the market are the
human resources, technical resources, raw materials and other various activities are need to
be performed. It is essential to have the effective human resources for the entire process of
product development within the organization.
Protection of development work
The product will be ISO 9001 certified that will show the quality of the product. It is essential
to maintain the quality as this is a skincare product. The best part of this is that it will help to
develop the product value within the market.
Plan for the ongoing development
The ongoing development of the product is to develop the same quality of spray in various
range of bottles so that it could be easier for the customers to get their product from the
market and also to develop valuable position within the market. The primary plan is to
develop the business and the working function within the market for the betterment of the
product. The suitable working process in the field to maintain their activity in the field. The
development of the plan is quite helpful as it provides the numerous working process for the
firm within the developed market where the skin care treatment is highly essential.
Manufacturing and operating plan
Manufacturing and operating needs
Facilities
The facility operation in the product development includes the day to day operation of the
organization. In this, the consideration, as well as the execution of the future maintenance, is
provided. It helps to maintain the inventory of the physical assets within the firm for the
development of effective and suitable working process with the market (Safford et al., 2015).
The use of advanced technology is also used for the development of Thanaka product within
the market of Myanmar. The management of the staff maintenance along with the effects of
the firm is quite effective for providing a valuable working function to the employees of the
firm. Sustainable practice is also maintained within the firm for the betterment of the product
development.
Building
The factory is also essential for the organization to prepare and develop their product. In the
preparation of Thanaka spray the building is required for the development of Thanaka
product within the market (Martins, Vieira, Gaspar, & Santos, 2014). It is essential to plant
effective machinery and another functional area in the suitable building where the entire
process can be formed most effectively. The building is required to develop effective working
function within the market, and for that, it can be understood as the vital part for the firm to
maintain their activity within the field. The entire development of the product is dependent on
the process of effective and suitable working function.
Equipment
Equipment is also essential for maintaining the development process and the valuation
within the market. It can be seen that with the help of suitable and effective equipment the
product is going to be created. It will help to process the raw materials and turned it into the
spray which is organized and also effective for the skin tone of Burmese people (Bayus, &
Rajagopalan, 2017). Various kind of equipment like the mixture, then the technical process
as well as the testing method for the development of product within the market. The
equipment is highly essential to maintain their activity in the field for providing the best
product to the market.
Capital cost

The capital cost is also vital for the establishment of the product within the market. The
primary capital that is required for the development of Thanaka Spray is almost 2,112,676
Burmese Kyat. It can be seen that it is required for getting the raw materials and also setting
the equipment’s within the organization (da Silva, & Kaminski, 2016). The capital allows the
firm for developing their products within the market, and it is essential to maintain various
products within the market that would allow the development of valuable business and their
working function. With the help of capital cost, the organization can develop their market and
provide valuable products.
Location analysis
The organization will be set up in Myanmar which is also known as Burma. The country has
almost 54 million population which is quite essential for the firm regarding their products
within the market. This is one of the best places for the production of Thanaka spray as the
raw material for the spray that is Thanaka tree is easily available in Myanmar that also in the
huge number (Tolonen, Haapasalo, Harkonen, & Verrollot, 2017). This is the best location
for the product to be developed, and also it will provide effective sales within the market as
the Burmese people generally prefer the usage of Thanaka in their beauty treatment. This is
the best location for the organization to develop their product.
Key suppliers
A key supplier of the Thanaka product is the local dear of Thanaka tree. They can provide
valuable raw materials to the organization which is essential to building the valuable
business within the market (Gutierrez-Gutierrez, Barrales-Molina, & Kaynak, 2018). The
Thanaka tree is being supplied from the local forest department, and the dealer helps them
to get the most suitable and effective business in the market that will help for the growth of
the firm in the industry of skin care products. The suppliers of the firm need to maintain well
and highly effective so that they can provide valuable products.

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