ACNES

Marketing PlanSalma Suriya Asha

Manager Marketing

Business Review

Rohto Mentholatum Co. Ltd is a pharmaceutical company head quarterd in Osaka Japan. Rohto has started its business recently in Bangladesh. In Bangladesh Rohto has named Rohto Mentholatum Bangladesh Ltd.

Market Review

• Skin care product is a very vital part of the cosmetics industry.

• Usually people use cosmetics and don’t go for any regular treatment for their skin

• But now a days a very little percentage of people are getting conscious about their skin

• Recently a treatment clinic named kaya skin care clinic has started their activities in town

• For acne treatment girls usually go to a doctor or use any cosmetics based product.

Customer Information

• Acnes targeted age group (12-24)• Targeted socio economic classes are SEC ASEC BWho are suffering from oily skin and acne

problem. Those who doesn’t have any trust on any TV Advert or any cosmetic products.

Those who are concern for their skin

Market Information

• It’s a low price market• Very few player are existent in the market• Clean N clear, Ponds, Garnier are the major

competitor in the market.• Ponds has the biggest market share because

they have the local manufacturing unit

Industry Information

Product Information

• It contains antiseptic ingredients that disinfect cause of acne inside pores and antiflash agent that control swelling and redness. With a wide product line up from face wash to treatment , the brand provides daily skin care series for acne

PREVENTION & TREATMENT

Condition TreatmentWashing

Acnes Foaming Wash Acnes Powder Lotion Acnes Sealing Jell

Objective

• To provide the young generation a healthy skin

• To become the market leader in next 2 years• To achieve the 90% market share • To become the #1 in skin care category in

Bangladeshi market

Strategy• Price:• Acne Creamy Face Wash 50 gm: 150/-• Acne Sealing Gel 9gm: 180/-• Acne Powder Lotion 100 ml: 250/-• Acnes creamy wash 12 gm: 60/-• Acne Sealing Gel 2gm: 75/-• Acne Powder Lotion 15 ml: 65/-

• Differentiation• Maximizing profit• Long-term revenue maximization

Product

• Acne Creamy WashAcnes creamy wash cleanses excessive sebum,

dust & make up stuck on skin , kills acnegenic bacteria deep in pores, effectively prevents acne, added with vitamin C and Vitamin E moisturize skin, tighten skin pores, anti oxygenation, protects damaged cells affected by acne.

acnes powder lotion

• Acnes Powder lotion contains powder that absorbs excess sebum to keep skin oil free all day. Help to condition , moisturize, , tighten pore. Combine with Isopropylmethylphenol, dipotassium.

Acnes sealing Gel

• Acnes sealing gel is a transparent gel, absorb quickly through skin for acnan, anti fe treatment . Kill bacteria anti inflammation , contains sulfur and resourcin for softening keratin. Kill acnegenia bacteria . Vitamin E & B6 keep smooth skin

• Distribution• Distribution channel should be smooth

Campaign design

• Promotion• For ATL we should go for more radio less TV• For BTL we should focus on more conference

headed by dermatologist participating with college, university students.

• Retailer meet

Operation Plan

• Businuess success depends on quality of the product.

• By knowing the customer demand and need we have to communicate them accordingly.

Sales Promotion

• 12+ 2 for sales promotion• 6+1 for small retailer • Bundle offer for combined all 3 product• Activation in Key accounts • Shop Paint• Signage

Launching strategy • Pr activities• ATL1. TVC, RDC, Face book, Website prepare for product, TV Show

(health show), press release, editorial, advertorial, shopping guide, press conference, road show

• BTL1. Going to school and college to check the skin & with print

material with dermatologist2. Retailer meet3. Free sampling4. Distribute leaflet5. Distribute oil remover paper

Budget

• 10 million

Action Plan

Marketing Objectives• Being the number one brand in Acne category• Be the trusted brand to consumer for acne• Be the TOM to consumer for acne• Have the major market share in acne category

Competitor

• Major competitor• Garnier, Clean n Clear, Ponds

Brand Company Manufacturing country Category Container TG Price

ponds Unilever Bangladesh Daily Care 60ml mass 55

ponds Unilever Bangladesh Daily Care 100ml mass 90

ponds Unilever Bangladesh daily Care 100 ml Middle 135

ponds Unilever Bangladesh Oil Control 100 ml Upper midle 280

Clean N Clear J& J India Acne Care 40 ml Upper Midle 125

Clean N Clear J& J India Acne Care 80ml Upper midle 185

Garnier Fresh Loreal India Acne Care 50 ml Middle 115

Positioning

High price Low Price

Age 14

Age 30

ACNESClean N Clear

PondsG arnier

Communication PlanIntegrated communication • ATL1. TVC, RDC, Face book, Website prepare for product, TV Show

(health show), press release, editorial, advertorial, shopping guide, press conference, road show

• BTL1. Going to school and college to check the skin & with print

material with dermatologist2. Retailer meet3. Free sampling4. Distribute leaflet5. Distribute oil remover paper

Details Jan Feb March April May June July August Sep

TVC tvc

RDC rdc rdc rdc rdc

Print print print

Advertorial

advetorial

Insertion Strip Ad IS ad IS ad

Sampling + Road Show

Sam+RoSh

Sam+RoSh

Promotion Gift

Promo Gift

Promo Gift

Promo Gift

Promo Gift

Promo Gift Promo Gift

POP POP POP POP POP POP POP

BTL activities BTL BTL BTL BTL BTL BTL