EXECUTIVE SUMMARY

Skin color is one of the most important aspects of a person’s personality. Person with a

fair and a glowing complexion will always feel confident in front of others. The current

men fairness cream market is dominated by Skin care, having the largest market share

followed by Emami fairness cream. The initial launch pad for this product will be done in

Karachi followed by nationwide launch after its success in Karachi. The SWOT analysis

tells the about the product and company external environment and the BCG (Boston

Consulting Group) matrix gives us an projected view of the placement of our product in

the market which allows us to create strategies and tactics in order to have a successful

product launch.

FAB is dedicated to provide its consumers the best and have a target of achieving 5%

market share and will create strategies to increase by 0.5% annually and eventually

become the market leaders. In order to create awareness of our product, we have

followed tight communication plans which include different mediums used in advertising

and promoting our product. FAB is dedicated to satisfy their customer needs by

continuously innovating and improving its fairness cream and bringing them to its

customers at an affordable price.

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1. COMPANY INTRODUCTION

FAB is a dynamic organization which lays the foundation of its production in

Pakistan.FAB is a partnership firm among four partners. It is Startup Company and will

start its operations by producing its main product FAB men fairness cream and have a

vision of introducing a wide range of products for both male and female in the near

future.

It caters to the cosmetic industry of Pakistan by manufacturing a high quality fairness

product. Forecasting the current market, FAB is ready to launch its fairness cream with

its tagline being “total fairness in 3 weeks”. A product like FAB fairness cream will take

the market by storm. At initial stage we have just selected Karachi as our launch pad

and are planning to launch nationwide after successful launch in Karachi. To make any

business successful, we must concentrate on the need of the product in the target

market.

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2. COMPANY POLICY

Our company’s main policy is to provide our customers the best quality product at a

reasonable price and to make our product to be available everywhere.

Vision Statement

“Within five years, FAB men fairness cream will become number one company in

Pakistan by producing and selling the highest quality products and will work with all our

effort to meet and exceed our customer needs and expectations”.

Mission Statement

“To provide high quality products that combines performance with value pricing, while

establishing a successful relationship with our customers and our suppliers and to stay

ahead of the competition by innovating new products based on the needs of our

customers and market demand”.

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PRODUCT LIFE CYCLE

Skin care – Fair Men :

Skin care`s fair men is at maturity stage because it has high market share.

Emami – Fair And Handsome:

Emami s Fair And Handsome is at growth stage because it has not reached to its

targeted market share.

Set Wet – Get Smart :

Set wet s get smart lies between growth and introduction stage.

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Fair and Lovely – Menz Active:

Fair and lovely`s menz active is at introduction stage because it is a newly introduced

product.

FAB Men Fairness Cream:

Fab men fairness cream is at introduction stage as it is a newly introduced product.

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MARKETING OBJECTIVES AND ISSUES

To enter the fairness cream market and capture 5% market share and to

increase it by 0.5% annually

To bring awareness of the product in the mind of the consumers through heavy

promotional strategies

To differentiate FAB men fairness cream with its competitors on the basis of its

USP that is to give total fairness in just 3 weeks

Profit maximization

Increase sales

After a successful launch in Karachi we are planning to launch it in whole

Pakistan, then world wide

We will try to fulfill the consumers requirements regarding the product in order to

achieve the brand loyalty

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CURRENT MARKET SCENARIO

The current men fairness cream market is dominated by Skin care and Emami. These

brands have an advantage of old presence therefore a high percentage of consumer

confidence. The reason for consumer confidence is the consistency of high quality

products and heavy marketing and promotional strategies. Skin care is the current

market leader and has a price of rupees 95 with a quantity of 50 mg and Emami being

the second in Pakistan has a price of rupees 90 with a quantity of 30 mg.

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3. INDUSTRIAL CHARACTERISTICS

Competitor Analysis

List of Competitors

Fair Man from Skin Care

Set Wet Get Fair

Emami Fair and Handsome

Fair and Lovely Menz Active

Competitive Advantage

We will offer our product to those customers who want to look fair. This product will be

easily available in every area of Karachi. Our strategy is to make our brand successful

by charging lower price than our competitors and provide high quality product and its

results to our customers. This strategy will lead our product to capture maximum market

share which is our main objective.

But apart from all this close market competition, we have the following advantages over

our competitors:

Gives you complete fairness in just 3-weeks faster than our competitors

Makes you fair through natural process

No side effects

Faster and more effective results at a lower price

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Strong distribution Channel

These advantages will provide us a competitive advantage/edge over our competitors,

we just have to make consumers aware about our product and its differentiating factors

and this will be done through heavy promotional strategies

Direct competitors

The direct and the biggest competition that we will face is with fair men a product of skin

care Pakistan. Fair men of skin care holding the highest market share is the biggest

competitor that we will face. Skin care hold the largest market share and is the current

market leader. The second big competitor that we will face is fair handsome of Emami

and then there are other small competitors who are the strivers in the market like get

smart of set wet and menz active of fair lovely.

Skin Care – Fair Men

Emami – Fair and handsome

Set Wet – Get Smart

Fair and lovely – Fair menz

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Indirect competitors

There are many indirect competitors that FAB will face which includes moisturizers,

acne creams, anti wrinkle creams and other skin related products. All these products

related to your skin can act as an in direct competitor for FAB.

Moisturizers e.g Dove

Anti wrinkle creams

Acne creams

Fair and lovely women

Home made products (herbal creams)

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Major Com-

petaitors90%

Minor Competaitors10%

Market Share of Direct Competitors

Acne creams 8%

Local creams 12%

Moisturizers 42%

Fairness creams for women

38%

Indirect Competitors

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Market share of competitors

Skin Care65%

Emami25%

Menz Active 6%

Others4%

Major Competitors

There are four main direct competitors that FAB men fairness cream has to survive with,

their market share are defined below:

FAIR men the product of skin care:

Fair men a product of skin care Pakistan holds the biggest market share and is the

strongest competitor for FAB men fairness cream, which holds a market share of 65%

across Pakistan.

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Fair and handsome of EMAMI:

Fair and handsome of Emami has a comparatively larger share in the international

market as compared to Pakistan, where in Pakistan Fair and handsome of EMAMI

holds a market share of 25%.

Get smart of set wet:

Get smart is a product of set wet, set wet is doing well in its other products but in

Pakistan get smart is striving to stay in the market for a long time now but still is unable

to capture a good market share.

Menz active of Fair and lovely:

Fair and lovely is a big brand in Pakistan cosmetic industry, still they are

struggling hard to capture a desirable market position in terms of men fairness creams.

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BCG (BOSTON CONSULTING GROUP) MATRIX

The BCG matrix method is based on the product life cycle theory that can be used to determine what

priorities should be given in the product portfolio of a business unit. It has 2 dimensions: market share and

market growth. The basic idea behind it is that the bigger the market share a product has or the faster the

product's market grows the better it is for the company.

The four categories are:

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Dogs - Dogs have low market share and a low growth rate and thus neither

generate nor consume a large amount of cash

Question marks - Question marks are growing rapidly and thus consume large

amounts of cash, but because they have low market shares they do not generate

much cash.

Stars - Stars generate large amounts of cash because of their strong relative

market share, but also consume large amounts of cash because of their high

growth rate

Cash cows - As leaders in a mature market, cash cows exhibit a return on

assets that is greater than the market growth rate, and thus generate more cash

than they consume.

INTERPRETATION

Our product lies in the area of question mark because initially we have high

investment but low market share. As well as fab men also has the potential to

gain market share and become a star, and eventually cash cow when the market

growth slow

4. ENVIRONMENTAL ANALYSIS (PEST)

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POLITICAL:

Political stability play a vital role in the making a product successful. Currently in

Pakistan there is political instability which is the big threat to our product. Unstable

political conditions disturbs the distribution, strengthens the bargaining power of local

buyers.

ECONOMICAL:

Currently there is a recession all over the world which has affected Pakistan economy

as well. People now a day are saving more rather then spending. There is a high

inflationary pressure on markets and consumers. Increase in tax rates results in

increased prices of products.

SOCIAL:

People are more social these days. Our product will give a new style to the youth

generation. Media exposure is creating awareness among people, changing the

lifestyles of consumers which lead them to healthier buying habits.

TECHNOLOGICAL:

The world is moving so fast and there is global competition in the market. The

competitors which have huge research and development budgets have advantage to

enhance and innovate their product and to achieve economies of scale.

5. CONSUMER CHARACTERISTICS

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AGE:

16 years and above

GENDER:

We will only target to males

LIFE STAGE:

Teenagers

Youths

Adults

USE:

The use of our product is that it’s make you fair in three weeks

GEOGRAPHIC:

Our main target market is Clifton, Tariq Road, Defence, Nazimabad and Gulshan-e- Iqbal

PSYCHOGRAPHIC:

People who want instant change in their life style within three weeks

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INCOME LEVEL:

MIDDLE CLASS: RS: 30000 - RS: 75,000

UPPER LOWER CLASS: RS: 80,000 - above

POSITIONING

It is essential for a new product to get into the customers mind through every mean

whether its television, radio or print media. The positioning statement of our product is:

“TOTAL FAIRNESS IN THREE WEEKS”

Positioning is how we position our product in consumers mind. We have positioned FAB

MEN fairness cream is a cream which changes a person`s personality in three weeks.

The variables we have taken into consideration for positioning are as follows:

Quick Results:

FAB Men Fairness Cream makes your skin fabulous and attractive in just three

weeks.

Attractive Packaging:

FAB Men Fairness Cream has used black and grey color for packaging which

shows more masculine and attractive appeal.

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Distinctive Melanin Effect:

FAB Men Fairness Cream has melanen extracts which makes your skin fair and

attractive. This melanen protects the skin from UV rays and makes your skin fair

and attractive.

Price and Quantity:

FAB Men Fairness Cream is offering 50mg tube at a price of 90 rupees, which is

a very affordable price.

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6. SWOT ANALYSIS

Strengths:

No side effects

Resist marks and dark circle

Give natural look

Compare to our competitor FAB men fairness cream gives result in just three

weeks faster then are competitors

Tested and approved by PAD

Weaknesses:

Lack of Experience

Low market share

Opportunities:

Since our cream provide quick results, we have an opportunity to acquire greater

market share

Successful launch in Karachi will lead to launch in other cities

Opportunity to enter into other cosmetic products

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Threats:

Too much competition

Un-stable political and economical conditions

People have perception that fairness creams may damage their skin

In long run, other competitors may adopt our ingredients

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7. MARKETING MIX

PRODUCT

“YOUR FIRST IMPRESSION IS YOUR LAST IMPRESSION.”

Fair skin could affect other people first impression of you. Fair skin attracts and grabs

attention at very first sight. Fair skin gives you advantage over other people. FAB men

fairness cream offers a quick change to anyone`s look. The name “FAB” is taken from

the word fabulous. As our fairness cream makes a person fabulous and attractive in just

three weeks.

PRODUCT FEATURES AND BENEFITS

QUICK RESULTS :

FAB men fairness cream offers its customers to have a fair and attractive skin as

desired by them in just three weeks.

CREAM FOR ALL TYPES OF SKINS:

FAB men fairness cream is suitable for all types of skins.

NO SIDE EFFECTS :

FAB men fairness cream has no side effects, as it is tested and approved by

PAD (Pakistan association of dermatologists).

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GLOWS YOUR SKIN :

FAB men fairness cream glows your skin and makes it attractive.

NATURAL LOOK :

FAB men fairness cream has melanen extracts which makes human`s skin fair

and attractive. This melanen protects the skin from UV rays and gives a natural

look to your skin.

RESISTS DARK CIRCLES :

FAB men fairness cream reduces dark circles under your eyes.

SKIN FRIENDLY:

The gentle skin-friendly pH qualities in FAB Men fairness cream makes it suitable

for all skin types. It can also be used as a sunscreen. It is ideal for Pakistani men,

many of whom have dark skin arising from high exposure to sunrays and rugged

skin due to use of razor blades.

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QUALITY

Face color plays a vital role for a person`s social acceptance. Fair skin people are easily

acceptable in society. Most of the fairness creams that people use contains harmful

chemicals that does not suits to people skin and causes allergies thus they are not good

for the customers.

FAB Men Fairness Cream is different from others because it does not have such

chemicals which harm your skin. It is made of high quality ingredients that not only

make your skin attractive but also protects your skin. It is approved and quality tested by

PMA.

QUANTITY

FAB Men fairness cream will be available in the market for customers in 50mg tube

packages.

FAB Men fairness cream in future will be launching portable pouches available in 50mg.

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Packaging

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Price Comparison

PRODUCTFAIR MEN FROM SKINCARE

SET WET GET FAIR

EMAMI FAIR N HANDSOME

FAIR N LOVELY MENS ACTIVE

FAB MEN FAIRNESS CREAM

PRICE RS: 95 RS: 110 RS: 90 RS: 160 RS: 90

QUANTITY 50 mg 50 mg 30 mg 50 mg 50 mg

Cost Distribution

Manufacturing Cost Rs: 34

Packaging Cost Rs: 12.5

Advertising and Promotion Rs: 15

Production Cost Rs: 61.5

Company Profit Rs: 16

Wholesale price Rs: 77.5

Whole Seller Margin Rs: 8

Retailer price Rs: 85.5

Retailer Margin Rs: 4.5

Consumer price Rs: 90

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9% 14%

37%5%

16%

19%

Cost Distribution

Wholesellar Margin

Packaging Cost

Production Cost

Retail Margin

Adv. & Pro Mix

Company Profit

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Placement (Distributional Channel)

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FAB Manufacturer

MEN Wholeseller Distributor

Fairness Retailers

Cream Consumers

Promotion

Promotion Objective:

To capture existing customers of competition

Creating awareness of our product

Making the product credible in the market

Targeting new customers

Increasing rapid sales

Grab the maximum market share and dominate the market

Short Term Plans:

FAB men fairness cream first will be launched in Karachi and aims to target existing

users of fairness creams and also influencing new customers by the product features.

We will promote our product by using all sources of advertising to promote the product

in the different areas of Karachi.

Free sample will be given and promotional stalls will be placed at different locations in

Karachi according to the target market.

Long Term Plans:

FAB men fairness cream aims to launch the product all over Pakistan and influence

people to use the product by its unique features, advertisement concepts and promoting

the product by every possible ways.

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FAB men in future will introduce a portable pouch of fairness cream, which could be

used and carried at any place and any time.

Sales Promotion:

Schemes and discounts will be given to the retailers to promote sales and fascias for

the retailer’s shops.

Fascias will be sponsored to men salons and free products will be given to them that will

be used for customers only.

Rack for creams will be distributed to all stores for our

product display.

Packaging:

Masculine color scheme has been used for packaging that

is black and grey, to attract the target market customers.

Publicity:

Print media, radio, television will be the main source of

publicity. Free samples will be given and introduced to the customers.

Billboards will be placed all over the city according to target customers. Various super

stores and hair salons will be targeted to gain attention from the people.

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8. PROMOTIONAL BUDGET

TV44%

Radio12%

Print Media20%

Bilboards14%

Promotional Budget Allocation

PROMOTIONAL BUDGET ALLOCATION

MEDIUM OF ADVERTISING % SHARE AMOUNT

TELEVISION 44% 32,400,000

BILLBOARD 14% 8,400,000

RADIO 12% 7,200,000

PRINT MEDIA 20% 12,000,000

TOTAL 100% 60,000,000

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9. MEDIA IDENTIFICATION

AD PLACEMENT THROUGH TELEVISION

The idea is to increase the confidence level of the people having dark complexion by

showing, how the who was struggling in his modeling career because of its dark

complexion use FAB men fairness cream and make a big achievement by getting

selected in an ad audition. It will be seen by a consumer as the only way to bring its

confidence back and to strive for success .The visual elements are eye catching and

attractive. It will mainly target the youth, individuals who wants to look attractive,

handsome and stylish. FAB will be sponsoring on the popular news channel i.e., GEO

News , The muzik , Geo super and on Private Cable popular channel's (KCS Network)

during the Shows that people watch with Interest. Geo Super, IPL Indian Premier

League telecast. 8-12 teens, adults.

AD PLACEMENT IN NEWSPAPER/Magazine

The Add is showing the two sides of a man and conveying a message that you can also

get rid of your dark and damp skin and get a fair and glowing skin by using FAB men

fairness cream. FAB men Ad in Dawn, The News, Jang and Express newspapers

because it is Widely Read all over Pakistan.

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AD PLACEMENT THROUGH RADIO

It will introduce FAB as the most easy and quickest way to get fair in today’s world. We

will have an attention grabbing phrase “Be Fair in just three weeks”

FAB men will present their radio ads at news hours of BBC

Young adult while driving after and before office hours

Elderly listening to classic shows

96, 103, 107

Timings: early morning 8-10 am, 5-12

FAB will tune their ad on Radio on Peak Office hours from 09:00-12:00 and again from

17:00-20:00 because on these timings most of the people travelling from home to office

and vice versa

AD PLACEMENT THROUGH BILLBOARD

The idea is to persuade consumers to believe that FAB men Fairness cream is of best

quality, and the only cream which can make you fair and handsome in just 3 weeks.

We have tried to convince our consumers by convening a message that FAB men is the

only fairness cream that gives you complete fairness at the shortest time without

damaging your skin.

FAB men fairness cream Ad on Billboards on major Roads , bridges , signals, Attractive

Locations etc in areas such as Clifton, Tariq Road, Nazimabad, Gulshan Iqbal and

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mobile advertisement etc, because It attracts a Vast variety of people and gives an

opportunity for people to get aware of the product and also get attracted.

TEEN TALWAR BILL BOARD

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SHAHRAH-E- FAISAL BILLBOARD

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2 TALWAR BILLBOARD

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NAZIMABAD BILLBOARD

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MOBILE BILLBOARD

FASCIA AT SHAHANI SUPER MART

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FASCIA AT GENERAL STORE

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10. MEDIA RATES

TELEVISIONTelevision Channel Rupees % ShareGeo News 12,960,000 40%The Muzik 7,938,000 24.5%Geo Super 5,508,000 17%KCS Network 1,134,000 3.5%Total 32,400,000 100%

40.00%

24.50%

17.00%3.50%

TELEVISION

Geo NewsThe MuzikGeo superKCS Network

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PRINT MEDIA

Newspaper Rupees % ShareDAWN NEWS 3,720,000 31%

JANG 3,120,000 26%EXPRESS 1,920,000 16%THE NEWS 3,240,000 27%

Total 12,000,000

100%

31%

26%16%

27%

Print Media

DawnJangExpressThe News

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RADIOChannels Rupees % Share

FM 96 1,656,000

23%

FM 103 2,880,000

40%

FM 107 2,664,000

37%

Total 7,200,000

100%

23%

40%

37%

Radio

FM 96FM 103FM 107

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BILLBOARDSBillboard Rupees % Share

Tariq Road 2,352,000 28%

PNS Karsaz 1,176,000 14%

Clifton 2,688,000 32%

Nazimabad 1,008,000 12%

Gulshan-e-Iqbal 672,000 8%

Others 588,000 7%

TOTAL 8,400,000 100%

28%

14%32%

12%

8%7%

Billboards

Tariq RoadPNS KarsazCliftonNazimabadGulshan-e-IqbalOthers

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11. MEDIA SCHEDULE CHART

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