Developing a Marketing Plan: Thanakha Spray for the Asian Market

This report outlines a comprehensive marketing plan for Thanakha spray, a cosmetic product originating from Myanmar, targeting the broader Asian market. The plan details strategies for pricing the product affordably at 200 Burmese Kyat to ensure accessibility across different income groups, and emphasizes airless packaging to maintain the product's integrity and shelf-life. Distribution channels include retail outlets, local drug and beauty stores, and online platforms to maximize reach. Selling methods focus on impulse purchases and promoting Thanakha cream alongside the spray. Advertising strategies prioritize television and magazines to effectively reach the target demographic. Service and warranty policies are based on the Safe Cosmetics Act, ensuring product safety and transparency. The marketing timetable includes budget allocations for magazine and television promotions, with projected sales volumes expected to increase significantly in the Asian region, potentially reaching $3 billion by 2020. This strategic approach aims to establish Thanakha spray as a popular cosmetic product in Asia, leveraging the region's growing cosmetic market and increasing per capita income.

Running head: MARKETING PLAN OF THANAKHA
Marketing Plan of Thanakha
Name of the student
Name of the University
Author note

1MARKETING PLAN OF THANAKHA
Executive Summary
The primary purpose of this report is to discuss about the marketing strategy of Thanakha. It
discusses about the pricing and packaging of the company. It also elaborates on the
distribution channels along with the distribution channel of Thanakha. It also states about the
advertising along with service policies of the company. The report also discusses about the
warranty policy and the marketing timetable of Thanakha.

2MARKETING PLAN OF THANAKHA
Table of Contents
Marketing Strategy.....................................................................................................................4
Pricing and margins....................................................................................................................4
Packaging and manuals..............................................................................................................4
Distribution channels.................................................................................................................5
Methods of selling......................................................................................................................5
Advertising and Promotion........................................................................................................6
Service and warranty policies....................................................................................................6
Marketing timetable and Budget................................................................................................7
Projected sales volumes and values...........................................................................................7
References:.................................................................................................................................8

3MARKETING PLAN OF THANAKHA
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 200 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

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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 distributory
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

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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

6MARKETING PLAN OF THANAKHA
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 the author
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)

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