Executive Summery:

Submitted by :

1) Rubayatur Rahman ID # 051570030

2) Khaled Arafat

ID # 061235030

3) A S M Shahidul Haque Bhuiyan ID # 0520460304) M.Zubaer Ibne Shahid ID # 051684030Submitted to :

Mr. Bashir HussainLecturer

School of Business

North South University

August 10, 2006

To,

Mr. Bashir HussainLecturer

School of Business

North South University

Subject: Submission of MKT report on Cleopatra beauty & fairness cream Dear Sir,It is been a great pleasure for us to submit this report on Cleopatra Beauty & Fairness Cream of Kohinoor Group of Industries, Bangladesh. This report has been prepared by group of 4 people as a part of the MKT 202 course requirement. It is prepared after having extensive surveying and analysis. All information provided in this report has been provided by Kohinoor Group of Industries in Bangladesh.

We sincerely hope that you will enjoy reading this report and will get some idea about our product Cleopatra beauty & fairness cream of Kohinoor Group of Industries in Bangladesh.

Thanking you,

Sincerely yours,

Rubayatur Rahman

A.S.M. Shahidul Haque Bhuiyan

ID # 051570030

ID # 052046030

Khaled Arafat

M.Zubaer Ibne Shahid

ID # 061235030

ID # 051684030

Table of Content__________________________

Executive Summery4

Current Marketing Situation 5

Market Description 5

Market Segment6

Table 1.17

Product Review8

Competitive Review 8

Table 1.210

Distribution Review11

SWAT Analysis 12

Objectives and Issues15

Marketing Strategy16

Positioning 17

Product strategy17

Pricing strategy19

Distribution Strategies20

Marketing communication strategy20

Budget21

Control21

Executive Summery__________________ Kohinoor Group of Industries all set to lunch a new cosmetic product, Cleopatra Beauty and Fairness Cream in a maturing market, despite the dominance of fairness cream leader Fare & Lovely. We are optimistic to compete because of our potential offering combines exclusive features at a value-added price. We are targeting specific segments in the consumer markets, taking advantage of opportunities indicated by higher demand for convenient price, different colors and extended advantages.

The primary marketing objectives of this plan are to achieve first year Bangladesh market share of 4 percent and break even early in the second year.

Current Marketing Situation___________Our Company, Kohinoor Group Of Industries found 20 month ago with an experience in the cosmetics world is now about to enter the fairness cream world. In Bangladesh there are two kinds of fairness cream market which are:

01. Locally produce Fairness Cream

02. Imported Fairness Cream.

The total population of Bangladesh is almost 15 corer and 45% are women. So our mission is to create a stable and strong position in the locally produced fairness cream. To gain the market our company must target specific segments carefully.Market Description__________________Our Fairness Cream market consists of consumer who needs product for personal care and to make an attractive approach. So the target market should be segmented carefully to enter the market. Because of targeting the women we have to segment the women market. On table 1.1 shows how the Cleopatra addresses the needs to targeted consumers and their needs.

Market Segment____________________Segmenting the market we find that different age females who need special skin care.Demographic SegmentsThe market will be segmented by dividing the market into different age and life cycle and social class.Age Based SegmentationOur Company will launch the Fairness cream for age range 14 to 50 years woman. Cleopatra fairness cream will be effective for the fairness and skin problems.Social Class SegmentationWe want to segment our market in different social class. In the market our main competitors charge a high price, but our price is lower then others. So our target is- lower uppers, middle class, lower middle class. We also target the working class woman.

Table 1.1 shows how the Cleopatra segments the marketTable 1.1

Target SegmentCustomer NeedCorresponding Feature/ Benefit

Age 14 to 25 To protect Pimples and spots Our product has the protection from pimples and spots.

Dark Completion Increase fairness of the skin Special bliss formula will include in the product which control the Melanin.

Age 26 to 50 Wrinkles lifer, Age control Protect the skin from wrinkle and make skin fresh.

Working WomanNeed protection from sun burn U.V Protection formula which save the skin from sunburn.

Product Review____________________Our product Cleopatra offers the following standard features.

75, 50, 25 gm bottle. Poisons Chemical free.

Do not have any bad affect on your skin Do not make any infection on skin

Easy to use.

Ability to protect from U.V Have instructions for How to Use.

Product will come with a different color- light Pink. Competitive Review__________________Increased entry of established local and International companies has pressured industry participants to continually add features and reduce price. Competition from specialized cream such as Anti-marks cream is also a factor. Competitors include: Fair and Lovely: Fair and Lovely is the product of Unilever. As the best known makers of fairness cream, Fair and Lovely has achieved good distribution in nearly in almost every part of the country. At present, Fair and lovely have some problem because of marketing both Fairness cream and Anti marks cream. They also have problem of high pricing and both local and imported cream. Fair and Lovely has almost 75% of market share. Fair Glow: Fair glow is a product of Indian company. It do not have strong distribution channel. Fair glow user may have infection on their skin after use. Jordana: Jordana is an international brand. It has well some advantages for its user. Lack of brand awareness and promotion is the main problem for Jordana.

Recova: Recova is also a product of Indian company. It has also problem in distribution and promotion system. Recova target the upper class segment of the market with a high price. Nivea: Nivea is a renowned brand in cosmetic world. They also have problem with distribution. The main problem of Nivea we found that they do not have small size tube. Their 400ml tube price is 320 taka. Despite this competition, Cleopatra can carve out a definite image and gain recognition among the target segment. Table 1.2 shows the selection of competitive products and prices.Table 1.2

ProductTypePrice

01. Fair and Lovely Fairness Cream &Anti marks Cream 50gm-46 Tk(fairness cream)25gm- 35 Tk(anti marks cream)

02. Fair Glow Fairness Cream

50gm -60tk

03. Recova Fairness Cream

80ml-400tk

04. Jordana Fairness Cream

3.4gm-100tk

05. Nevia Intensive milk and Fairness Cream 400ml-320 tk

Distribution Review__________________ Our product will be distributed through a network of select store in Bangladesh market. We the Kohinoor Group Of Industries have a good distribution channel. Among the most important channel partners being contacted are:

Distributor: Our Company has distributors through the whole country. So our target is making our product convenience in the country. Our market segment will help up to reach our target customer through the distributor. Department Store: Our product will be distributed in some department store to carry the product in the city.Super Store: We are going to distributed our product in some popular superstore of the city like Agora, Meena bazaar, Almas, Price club etc. in Dhaka and other Division of the country.

Super Market: super Market like New market, Eastern Plaza, Bashundhara City and others of the country will go to carry our product to reach the customer. Our product will be distributed in the cosmetic store of these markets.

Our distribution will initialing is restricted to Bangladesh. We first want to capture our local market in the first year.

SWOT ANALYSIS____________________Cleopatra has several powerful strengths on which to build out our major weakness is lack of brand awareness. The major opportunity is growing demand for a fairness cream which has ability of solving problems of skin. We also face threats because of strong position of main competitor and downward pressure on pricing. Now we are showing the main strengths, weakness, opportunities and threats that Cleopatra will face. Strengths: Cleopatra can build on four important strengths.Natural and SafeThe most powerful strength of this product that it is made of natural raw materials. Every material will be safe and Cleopatra will not make any infection on skin.

Hygienic and Favorable for skin Product is produced in a hygienic way and its favorable for user skin.Different Size

We will offer different size for different customer. Customer can buy the product which size they want from our three different size tube. PricingOur product is priced lower than the other competing companys product. Our product has the better quality but lower prices which gives us an edge with price conscious customer. WeaknessBy waiting to enter the fairness cream market the initial shake out consolidation of competitors has occurred, Kohinoor Group Of Industries has learned from the successes and mistake, of other competitive companies. Never the less, we have one main weakness. Strong Competitor Cleopatra fairness cream found that their main competitor Fair and Lovely, product of Unilever has got an almost 75% of Market share. Unilever is an International company and they are dominating the Bangladeshi market for a long time. So, we have to go through strong promotion and advertisement of our product.Lack of brand awareness

Our product is very new for the customer. Customers like to use imported cosmetics. It is difficult for us to make them aware about our product. Opportunity

Cleopatra can take advantages of three major market opportunities: Increased Demand personal care productPeople are now more concerned about their approach and to have an attractive look. So it will be an opportunity for us to enter the market with our product. If we can capture the attention of the target consumer and give them a satisfactory they will satisfy them selves by using our product.Lack of competition Through our market survey we found that fair and lovely in our main competitor. The other competitions we hare found are not so effective in the market. So we hope it will not so hard for us to compete in the market. Efficient sales personals We the Kohinoor Group Of Industries have a group of very efficient sales people. This is a good advantages for us to distributor our product in Market. Threats We will face three major threats.

Big market share of main competitorsFair and lovely has got a huge market share. This is a big threat for us.

Political InstabilityBangladesh is very instable in political sector. Lot of strike, hartal and other political decision may effect our production and can increase production cost.

Power supply problemPower supply problem is another threat for the production of Cleopatra. Power supply is not so good in our country. So we will take it as a threat for us.Objective and Issues_________________Objectives

We have set aggressive but achievable for the first and second year of market entry.

First year objectives During the Cleopatras initial year on the market we are aiming for 4 percent share of fairness cream market through unit sales volume.

Second year objectivesOur second year objectives are to achieve 8 percent share based on sales and achieve break ever paint early.

IssuesOur major issue is our ability to establish a well-regarded brand name lived to a meaningful position. We will have to invest heavily to create a memorable and distinctive brand image projecting quality and value. We also must measure awareness and response so we can adjust our marketing efforts if necessary.

Marketing Strategy__________________We will follow differentiated marketing strategy because of our segmentation. Our product costs lower then the competitive companies but we are also giving some quality. Our advantage is we are producing it locally which gives us a cheaper labor cost. The primary target of our product is the middle and upper middle class of the society. We are using the less for same strategy to capture the market. Our segment can be described demographically by gender and age and socially by middle and upper middle class.

Positioning________________________Cleopatra fairness cream We are positioning the as a stylish value-added and natural product for personal care. It is a very natural product which is differentiating the product from the competitors.

Product Strategy____________________Cleopatra perfume including all features descried in the earlier product review section. Building the Cleopatra fairness cream brand is an integral part of our product strategy. The brand name and logo will be displayed on the tube and the packaging. We will use the brand name and logo in the introductory marketing camping. We also give instruction to customer on a piece of paper inside the product pocket. On the opposite side of the paper there is some question for the customers and customers will highly requested to write to us with the answers of that question. The model of the questions is given next.Do you find any problem in our product? If please describe.

---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------. Do you think our product price is reasonable for you?

Yes

No

Do you have any suggestion for our product? Please describe.--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------.Have you feel any change on your skin after using Cleopatra?

-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------.Do you like Cleopatra?-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------.

Name

:

Age

: Occupation:

Address :

Pricing Strategy_____________________The Cleopatra Beauty And Fairness Cream will be introduced in different size and different price. Our price attracts desirable channel members. We will try to lower the wholesale price as low as possible to take the market share from our competitions. Our product unit cost 14 taka and Maximum retail price 20 taka for 25 gm 50 gm 38 taka 70gm 72 taka.Product Pricing

Fixed Cost:

Mixture Machine

Tk. 10,00,000/-

Pasting Machine

Tk. 2,00,000/-

Others

Tk. 4,00,000/-

Total

Tk. 16,00,000/-

Variable Cost

Labor Cost

Tk. .25

Raw material

Tk. 6.75

Packaging Cost

Tk. 5

Unit Cost = 12+ (16, 00,000 / 8, 00,000)

= 14

Maximum Retail Price= Unit cost/ 1 desired returned on sales

= 14/ .70

= 20 Tk. Break-Even Volume=1600000/ (20-12)

=200000 Tk.Distribution Strategies_____________

Our Channel strategy is to use our companys distribution channel through the whole country. During the first yea, we will cover in all B.D market. Our company will develop a good working relationship with selected channel members and expect a better than average selling effort. In support of our partner we will provide a detail specification handout and full color picture of Cleopatra tube and display featuring the product.Marketing communication strategy_____By integrating all messages in all media, we will reinforce the brand name and the main points of product differentiation, especially our natural product feature. We will distribute some free mini tube sample of cream to the consumers. Research about media consumption patterns will help our advertising agency for choosing appropriate media and tinning to reach prospects before and during product introduction. Posturing and advertising will appear on a pulsing basis to maintain brand awareness and communicate differentiation message. The agency will also coordinate public relations effort to build a fairness cream brand and support the differentiation message to attract, retain and motivate channel partners. We will use trade sales promotion for making a sales and building customer relationship.Budget____________________________Total first your sales revenue for the Cleopatra in is 1 corer, with average price 20 taka and variable cost per unit 12 per unit. Break even calculation indicate that the Cleopatra will become profitable after sales volume exceeds 200000 unit early in the products second year.

Control___________________________We are planning tight control measures to closely monitor the equality of our product and customer service satisfaction. This will enable us to react very quickly is correcting any problems that may occur. Other early warning signals that will be monitored for signs of deviation from the plus include monthly sales and monthly expenses.

We are very alert about our product. If there is any problem we are very much able to improve our product and control this problem tactfully. We are very much concern about customers satisfaction and product quality. So it can be assured that our product is going to be successful brand is the market. References_______________________

www.kohinoor.com/bd Annual Report 2005 (Kohinoor Group of Industries).

Principles OF Marketing 11th Edition. Written by Philip Kotler and Gary Armstrong. EMBED PBrush

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