Detailed Marketing Plan: Samsol Egg Shampoo Relaunch Strategy

This marketing plan details the relaunch strategy for Samsol egg shampoo, analyzing the competitive landscape within the Pakistani market, particularly considering existing egg shampoo brands. The report emphasizes the importance of innovation and the utilization of the core ingredient, egg, to differentiate Samsol. It outlines the mission to reintroduce the product, now in combination with a conditioner, to attract customers by focusing on hair health and shine. Objectives include creating product awareness, expanding market reach, and targeting women through advertising. A comprehensive situation analysis covers the shampoo industry, competition, and the target customer base, followed by a SWOT analysis identifying strengths, weaknesses, opportunities, and threats. The marketing strategy includes adjustments to product variety, promotional activities, and distribution channels. The target market is defined as women aged 5-40 from middle and lower income groups, emphasizing their desire for herbal hair solutions. The report also elaborates on the marketing mix (product, price, place, promotion), advertisement objectives, and control mechanisms to ensure the success of the relaunch. Budget allocation and a contingency plan are also included, emphasizing the company's commitment to customer satisfaction and growth in the personal care market.

Executive Summary
This marketing plan from the basis of introduction of an egg shampoo by samsol. The analysis
allows us to use best strategy to help our product be successful with the internal and external
environment, which we have analyzed to our understanding. This enables samsol shampoo to be
marketed efficiently and will capture more customer as previously there is an existing industry
for egg shampoo in Pakistan that are constantly competing, it’s a challenge for samsol to be in
market with innovation and existing core ingredients (egg) as It was founded in 1962 taking a
debut form the hair care category. Now we must be convenient for customer and less harmful for
hair then other brands.
Our Mission
Our mission is to relaunch samsol product in combination with conditioner containing the same
herbal factor egg as its core ingredient for shiny, long and healthy hair and to grab more
customer.
Objective
 To 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 and
shares
 Build Awareness.
 Expand their Market.
 Target Women's through Advertisements.
Our Commitment
 To 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 be
 Motivation and professional development.
 Corporate culture inculcating integrity and ethics in business.
 Optimizing resources to boost output
Situation Analysis
INDUSTRY
Today shampoo industry is one of the largest consumer goods industry in the world. New
products to cleanse hair, with added features meant to beautify, protect and improve hairs
condition, appear on a regular basis. Research chemist continue to seek new ingredients and
formulations that will improve product and increase sales.
Egg shampoos are the best for providing qualities like soft, silk and shiny hair almost everyone
wants 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 quite
effective and popular. This egg shampoo are known to possess a lot of nutrients like proteins that
bring 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 Shampoo
 Dabur Vatika Naturals with Egg
 Halo Nourishing Shampoo with Natural Protein and Egg
Brand 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 with
a 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%
CUSTOMER
Samsol international has captured 19% customer in brand recalling in terms of its hair color and
on ad recalling it decreases to 4% (Source: Gallup Pakistan National Study 2010). And in
regarding to egg shampoo or other products of samsol internationals customers didn’t captured
customers as compared to other brands.so we’ll target lower middle, upper middle and upper
class as our customer for ultimate hair solution for all ages of women and nowadays people are
in search of real herbal solution as it had been centuries ago so it’ll also foster and rejuvenate the
old culture in new fashion.
SWOT Analysis
STRENGTHS
 Skilled workers
 Provide hair protection and other hair issues resolving
 Higher or middle class targeted
 Distribution system is very good
 Strong research and development
 Good communication system
WEAKNESSES
 Alternatives are available
 Consumer is price conscious
 Strong promotional activities from competition
 Cultural appeals are not present in adds

OPPORTUNITIES
 Focusing on rural area
 Advertisement channels are increased i.e. internet and social networks
 Population is increasing so great number of consumer will be available
 Create market space
 Different shampoos have different benefits so providing all benefits in one shampoo
THREATS
 Economic factors in Pakistan
 Rumors in general public
 Strong competitors
 Globalization
 Smuggling
Marketing Strategy
 Offered only 1 variety.
 Promotion through Advertisements.
 Available in market store.
 Change their packing, shape and colors of a bottle.
 Available in different size (pouch & bottle) and price with soft Fragrance.
 Easily available in Stores.
 Promote their product through advertisement.
 Change Logo.
 Available in every stores as well as online.
 Samsol provides discounts on shopping online.
 Samsol do personal selling by promotion ads and on internet.
 Samsol ad products by TV promos, internet, newspapers.

Target Market
The main target market of samsol is females between the ages group 5-40 belonging to the
middle and lower income classes and who like to make up their hair with iron heated hair stylist
Samsol target its market of the basis of consumer buying behavior, Income level and purchasing
power of people because target market is basically specifies customers that will purchase your
product. Quantity of the product changed per the income and purchasing power of buyer. Those
who are active, dynamic and simple but still very conscious of their need to be beautiful. This
samsol shampoo has been designed to keep the hairs healthy and beautiful.
Positioning
Positioning is your product’s desire image in your target customers or what do your customers
think about your product.
 Therefore, in this way Samsol provides real solutions to girls everyday hair needs
everywhere.
 They understand what a girl wants and how a girl feels.
 Lively blondes, deeply brunettes and passionately red.
Marketing Mix
To market the products (in broadest sense) every company needs to create a successful mix of
right product at right price at the right place through right promotion. Thus, marketing mix is
made up of 4 Ps.
4Ps 4Cs
Product Solution to Customer
Price Value to customer
Place Access to Customer

Promotion Information to Customer
PRODUCT
Product refers to the item being sold. The product must deliver a minimum level of performance;
otherwise, even the best work on the other elements of the marketing mix won't do any good.
Product we’ll relaunch is shampoo along with conditioner ultimate herbal solution for any type
of hair it will be a good alternate for homemade shampoo that contain all types of hair nourishing
factors.
PRICE
Pricing refers to the value that is put for a product. It depends on costs of production, segment
targeted, ability of the market to pay, supply - demand and a host of other direct and indirect
factors.
The price of samsol shampoo make difference by having sachet of 3/-, medium bottle 200/-, and
will also offer large family size as an economical package for families to have in their grocery
list.
PLACE
Place refers to the point of sale. In every industry, catching the eye of the consumer and making
it easy for her to buy it is the main aim of a good distribution or 'place' strategy.
Samsol will be placed in every mini-grocery store (kiryana store) to target lower middle or
middle class, Imtiaz and other supermarkets to target upper middle and upper class, and also
alongside with check in counters as for impulsive buyers.
PROMOTION
This refers to all the activities undertaken to make the product or service known to the user and
trade. This can include advertising, word of mouth, press reports, incentives, commissions and
awards to the trade. High communication and advertising budget will allocate for this product.
Samsol promotion will be through sachet attached at the bottle or free conditioner samples. Door
to door selling with other products as complements, exhibitions and other programs in schools
and colleges with respect to hair problems and their ultimate solution.

Budget
Budgets are always designed to make the expenses limited and to forecast the upcoming benefits
from the services you are going to offer. As the marketing plan is all about how to promote our
new upcoming products and services, so the budget designed here would also be according to
that. There would be a proper budget allocated by our bank to our marketing team to execute all
required marketing activities for the new services. The amount of budget varies each time so for
this time also different percentages of the whole budget may be assigned to the marketing
campaign for new promotional campaigns. As there lays a number of projects which Samsol
focuses over simultaneously so budget would be around 10% to 15% of the overall company’s
budget
Advertisement Objectives
The advertisement of a product should follow the smile approach that is:
• S- Simple: Advertising will very simple and easily understandable for all customers.
• M- Memorable: easily memorable
• I- Interesting with relevant information
• L- Linked to the brand: directly related with product characteristics.
• E-Emotionally involved and liked.
Review and Control
Damaged hair always stands the risk of hair fall and every second girl suffer from damaged hair
and then they also suffer from hair fall. So lets take a look for know more about this shampoo.
Samsol Shampoo, with its hair-friendly formula keeps your hair soft, shiny, and full of bounce.
Its gentle formulation develops the roots to make the hair stronger, and resistant to hair fall. It
enhances the structure of hair by strengthening the hair follicle. Its egg protein not only nourishes
the hair but also makes them strong through regular use. In addition, the conditioner gives you
smooth and silky hair, with a shine in your own hairstyle.

We are satisfying our consumer through advertisement and get knowledge from take feedbacks
that consumers are aware from these product or not. And we also consider about expenses and
we will aware about new technology and know about new competitors from this we can
controlling all these things.
Marketing Organization
We enhance brand image and brand positioning and become a major player in the national
market, expanding to the nationally arena.
The key drivers will be:
 Motivation and professional development
 Corporate culture inculcating integrity and ethics in business
 Optimizing resources to boost output
Contingency Plan
To achieve excellence in providing personal-care products to our consumers through a process of
continuous improvement. To deploy our expertise and resources in delivering customer
satisfaction and a feeling of being elated by using our products.
Samsol being an equal opportunity employer has a gender mix with a large number of female
members in the team.
The sales are managed through well-aligned marketing plans, through an effective network of
distribution, in the national market.
We enjoys sound financial strength, employing its resources efficiently, and thus, making a
positive contribution towards the commercial and economic growth of the society.