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ALLAY

Have NO Fear, When ALLAY is Here !


Submitted to: Maam Saba Pervez Submitted By: Ramsha Imran 10-4706 assan !yaz Rao 10-4""" Rehman #ari$ 10-4""" !%i Raza &han 10-4""" 'sman (asir 10-4""" !bdu% adi 10-4""" )ate: 17*1+*+011

Executive Summary
ALLAY
will develop all those products which will provide ease to mothers and babies. Product mix contains baby shampoos, baby soaps, baby oils, baby lotions and baby powders. As we are launching a new product, so the first step towards the launch was to generate an idea and screening. Hence, we come up with the idea that we will produce a tear ,ree baby sham-oo. After analyzing the market of tear free shampoo and the demand of target market, we find that a disease naming ./rad%e /a-0 is very common among the new born and no tear free shampoo is providing cure for this. So we come up with the idea of a tear free baby shampoo which will provide a cure for Cradle Cap n marketing strategy development we discussed the market segmentation, target market and market positioning. n marketing mix we discussed the four Ps that product, price, place and promotion. !e have also done the competitors analysis and also S!"# analysis of our product. A$$A% baby shampoo is the first product of A$$A% company. And its line extension is flavors of our shampoo which are Strawberry, $emon, and &int.

Business Overview
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IDEA GENERATION: #he main idea for this product was to develop something for kids and mothers. So we came up with tear and tangle free baby shampoo especially with the cure of a very common disease called cradle cap which is yellowish, greasy, scaly rash. !e have also been a victim of this problem so this product is 'uite close to us. THE BABY-CARE PRODUCT MARKET: (or the purposes of the current investigation, consumer perceptions and buying behavior within the baby)care product category were examined. #his category may offer limited potential for brand development because it not only offers the perceived risk but it is also dominated by a few manufacturers* notably +ohnson , +ohnson, Proctor , -amble and .imberley /larke. Although the growth of own brands within the general health and beauty business has been rapid.

STP Ana ysis


MARKET SEGMENTATION: A$$A% 0A0% SHA&P"" have selected market segment of mothers of 1 year old kids. t will be tear free baby shampoo with treatment of cradle cap. #his segmentation is done on the basis of hybrid segmentation in which two things which dominated are age from demographics and convenience from benefit segment.

TARGET MARKET: #he target market of the A$$A% 0A0% SHA&P"" is for kids.

MARKET POSITIONING: A$$A% is a symbol of easiness and convenience. !e will position it in selective product category. t will be available at every big retail outlet of the city. #he reason is to get maximum sales by approaching our consumers efficiently and not intensively.

Bran!in"
#his is of the type one)brand one product. n the product branding strategy the brand is promoted exclusively so that it ac'uires its own identity and image. !e made an effort to use all branding elements in order to grab a prestigious image in the minds of our consumers, these are as under* Brand Name:

ALLAY
Logo:

Brand prom !e:

#We $are %ust &'r y'ur (a(y)*


Tag L ne:

#Have n' Tear, When ALLAY is here !*

Pr'!uct
ALLAY BABY SHAMPOO is a shopping product.

LE"ELS O# THE PRODUCTS: #he three levels are* 1- /ore Produ1t: A$$A% is designed to provide ease to mothers. !hen the mother will buy our product, she would be buying tear free and en2oyable 0ath for her kid. +2 !1tua% -rodu1t: a3 4ua%ity: t has a consistent 'uality that it will protect the kids from the skull virus 3cradle cap4. b3 5eatures: /ure ,or /rad%e 1a- : #here is a new and uni'ue feature i.e. the cure for cradle cap introduced 5st time in any baby shampoo in Pakistan giving a competitive edge to A$$A%. #ear ,ree: t has a tear free ingredient so the babies are not irritated while bathing. #an6%e ,ree: t makes the hair silky , easy to comb.

Re,reshin6 5%avors and Soothin6 1o%ors : t is in three refreshing flavors and colors6 i2 Mint 78reen3 ii2 Stra9berry 71ha%: vio%et 3 iii2 ;emon 7<e%%o93

y-oa%%er6eni1: 7ewborn babies and kids have very sensitive skin therefore, 7o toxic substance is used in it and it will not cause allergy. Produ1t )esi6n and Sty%e: #he bottle of A$$A% 0A0% SHA&P"" is colorful to attract kids. t8s a transparent bottle reflecting the color of the shampoo inside. #he bottle has a press)out opening for the shampoo making it easy to handle and use. =3 !u6mented Produ1t: #he web site 9www.allaybee.com8 will provide information about the /ompany and the 0rand also free bathing gift will be provided with shampoo so the kids en2oy their bath.

Price
#he prices of A$$A% 0A0% SHA&P"" competitors are* +ohnson8s and +ohnson8s Silvikrin tearless .ids zone Suave 0aby love :;<<ml= :@1<ml= :;<<ml= :1<<ml= :1<<ml= >s.5?< >s.@5< >s.55< >s.@?1 >s.5?1

#he price of A$$A% 0A0% SHA&P"" :;<< ml= is set at Rs216>2 #a$%or! A&&e$% ng Pr $ ng De$ ! on!: Interna%: &arketing "b2ective. t wants to achieve Product Quality Leadership which calls for charging a high price to cover high performance 'uality.

A"terna%: its price is set by keeping an eye on its competitors8 prices and offers. Pr $ ng Approa$': #he pricing approach is /om-etition Based. #he price of its ma2or competitor +,+ #ear (ree Shampoo is >s.5?< and as A$$A% 0A0% SHA&P"" is offering more benefits then its price is set a bit high i.e. >s. 5B1. ?a%ue Pro-osition ,or Positionin6: A$$A% has used .More ,or More0 value proposition to position its 0aby shampoo as it is offering more benefits at higher price than its competitors.

P ace
As far as the placement is concerned, we are going to launch our product on very selective and famous because our product is a shopping product. !e are going to launch A$$A% 0A0% SHA&P"" in the following ma2or cities* slamabad .arachi $ahore Cuetta &ultan

RETALING CHANNELS: #hrough research we came to know that all respondents preferred to shop for baby toiletries in a chemist that sold a range of brands rather than a supermarket because of the staff knowledge and assistance. #hat is why we also included chemist in our retailer list.

Pr'm'ti'n
Oppor%(n %) ncreasing rate of cradle cap disease in children driving attention of mothers towards it. #he combination of tear free and cure for cradle cap shampoo for children is readily admired by people. O*+e$% ,e! !e will promote our contentment feature which we have achieved by combing tear freeness and treatment for cradle cap, Se-e$% on o& me!!age We came up with the following taglines Where comfort there comes comes allay Allay, nourishing your babys hair Bathing is fun now

The more u shampoo the more you need ALLAY.

NICHE: "ur niche is newly born babies and the babies ranging from age 5)1. t is better to be a niche rather than a mass marketer. "ur product will be a
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challenger because what we are going to offer is not available in market i.e. #reatment of disease 3cradle cap4. #INANCE: A$$A% is a company owned by B partners who will invest the capital. &oreover, the loan will be arranged from the HA0 0 0A7.. LAND AND E.UIPMENT: !e are planning to set up our factory in 0A>A .AHD, a place near slamabad. !e will import the e'uipment from abroad. #he chemicals needed for manufacturing will be purchased from / Pakistan. TEST MARKETING: t had been tested by distributing sachets to -ynecologists and Eermatologists.

COMMERCIALI/ATION: Advertisements through television, newspapers and magazines, Posters and pamphlets distribution, launching a website* www.allaybee.com

Ad,er% ! ng o*+e$% ,e: n our advertisements we are trying to tell the audience that our product is very useful for the new born especially as it can prevent their eyes from the effect of harmful chemicals and it has a cure for the treatment of cradle cap.
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!dvertisin6 strate6y: Advertising message Advertising media. !dvertisin6 messa6e* Have no tear when ALLAY is here !dvertisin6 media: #elevision. 7ewspaper &agazines nternet 0roachers and pamphlets TELEVISION #he channels that we have chosen for our ads are* HD& #F P#F !">$E A>% E - #A$ -A" #F

NEWS P!PE"S #he news papers that we have chosen to advertise our product includes* #he 7ews #he Eawn

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#!$!%INES #he magazines that we have chosen are SHA #he &AINTE"NET A$$A% have also decided to launch its website naming* www.allaybee.com WO"& O' #O(T) A$$A% 0A0% SHA&P"" can be communicated through social networks like &yspace, (acebook and twitter.

$'m+etiti'rAna ysis
!"#$!#$ A#% !"#$!#$& t is the ma2or competitor of A$$A% 0A0% SHA&P"" in the market. t is avai%ab%e in most of the shopping stores in the country. #he promotion of +ohnson8s and +ohnson8s is very limited and its advertisements are launched only in foreign channels. $'A()& Shampoo G conditioner for babies. *+%$ ,!#)& #angle free and tear free shampoo. t is available in selected stores.

SWOT Ana ysis


STRENGTHS:

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01 M(-% p-e #ea%(re! A$$A% 0A0% SHA&P"" provides all the features offered by its competitors in one bottle. 7o)tears formula #reatment for cradle cap #angle free Alcohol)free Hypoallergenic 7ontoxic Eeveloped in con2unction with pediatricians and dermatologists &ade according to strict pharmaceutical standards +2 5%avors A$$A% 0A0% SHA&P"" is available in three natural flavors and fragrances =2 )esi6n and Sty%e t8s easy to grab the bottle. #he bottle has a press)out opening, is colorful , transparent to attract kids. @A!&(ASSAS: 01 D !%r *(% on: #he main weakness is distribution as we are planning to launch it only in ma2or cities. BPPBR#'(I#IAS: 12 ;ine A"tension: A$$A% can extend its line by introducing new flavors like grapes, vanilla and pineapple.
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+2 Brand A"tension: A$$A% can extend its brand by introducing its soaps, lotions, powders and oils. =2 )istribution: t can expand its distribution in future throughout the country in accordance with demand. # RA!#S: #he market of baby shampoo is very competitive. &any local and international brands are available on the shopping stores throughout the country.

$'nc usi'n

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A$$A% is a name given to the brand which cares for the babies. Allay will develop all those products which will provide ease to mothers and babies. !e came up with the idea that we will produce a tear ,ree baby sham-oo. After analyzing the market of tear free shampoo and the demand of target market, we found that a disease naming ./rad%e /a-0 is very common among the new born, and no tear free shampoo is providing cure for this diseases so we are producing a tear free baby shampoo which will provide a cure for Cradle CapA$$A% baby shampoo is the first product of A$$A% company and also the first one of its type in Pakistan. "ur focus is only on the nourishment of kid8s hair and the ease of mothers. !e believe to see A$$A% as a leading brand so that when mommies will think of giving their kids a cuddly bubbly bath they will tell their babies that have no tear, when Allay is here.

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