Aquarius_shampoo2
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ng o am h uis line g in uct t s i od d o pr 0% t 2 e y ble n th b a i re er ct a m sh to rodu t s u tp ke c r a he ren m t ke diffe he t a M ed r u pt a C
Marsupials & Rodents Marsupials & Rodents is the one of the top most and prosperous companies of the world and Is the leader in the baby’s products. The company has been enjoying its double digit growth for decades And fortune 500 had ranked M&R as one of the top five companies of the world
Aquarius’ shampoos & Conditioners •
Our classic NO MORE TEARS formula rinses quickly and easily
•
Leaves hair smelling fresh, and looking beautifully healthy and shiny
•
Soap free, hypoallergenic, and dermatologist tested Price-160-110
•
Aquarius
This mild, tearless formula baby shampoo is as gentle to the eyes as pure water
Aquarius’ Baby Shampoo with Natural Lavender A natural touch for a calming bath •
Rinses easily, leaving hair soft, shiny and smelling wonderfully fresh
•
Enriched with lavender and chamomile for soothing relaxation Soap free, hypoallergenic, and dermatologist tested
•
•
Price 110
SWOT analysis strength •customer value/expectations •Wide range of product line/family branding •Market dominance •Reasonable prices •Product availability •Product effectiveness •Competitive advantage (no irritant substances) •Strong technological/internet based Customer care and marketing
Opportunities •Big market •No direct competition •Acceptance •Environmental situations •Customer confidence
weaknesses •Less promotional activities •Less product awareness on brand leveraging/trade up •Target marketing •Media Advertisement
threats •Major Deprived segment •Marketing budget/investment •Unwilling parents for baby shampoo •Law and order situation •Indirect competition
Population statistics • Birth rate: 27.74 births/1,000 population (2007 est.) • 0-14 years: 40% (male 33,293,428; female 31,434,314) • Sex ratio at birth: 1.05 male (s)/female • under 15 years: 1.06 male (s)/female
Positioning rth o w e or m e ell” r a s s r we a te hat s ’ by an w a b th r ou y “
Segmentation • Demographic characteristics: customer age: 23 to 45 years gender: male and female • Geographic location: location: all major cities of Pakistan • Psycographics:
loving and caring parents, middle class
• social status:
married with children
• employment status:
housewives or working women 15000 to 100000 or more
• income:
Parents
mothers
School going children Baby care centers Social class/financial status Married with children Salaried Middle class
Promotional plan Media promotions 13.8 mil Advertisements: TV ads: Time and frequency: 8:00am to 11:00am (every day) 8:00pm to 11:00pm (every day) Channels: Geo, Aaj, TV 1, Hum TV Talk shows: Morning shows Radio Ads: Time and frequency: 8:00am to 11:00am (Monday to Friday) Talk shows : Sunday Print media advertisement: 1.6 mil Newspapers/ magazines: Sunday newspapers( Dawn and Jung) Fashion Magazines
Marketing campaigns Family functions and get Together: start of each quarter Free parenting courses : start of each quarter
11.5 mil
Advertising Budget for First Year HOARDINGS Shahra-e- Faisal
(10x20) Hoardings
1
600,000
600,000
Near Agha’s
(10x20) Hoardings
1
325,000
325000
TOTAL
925,000
Advertising Budget for First Year Dawn Quarter Page on Sunday PAGE 3 Sunday Jan 1, 2009
Teaser
1
424,548
424,548
Sunday March 8, 2009
Ad
1
424,548
Sunday April 16, 2009
Ad
1
424,548
424,548
1
424,548
424,548
Sunday July 24, 2009 Total News Paper Ad Cost
Ad
424,548
1,698,192
Advertising Budget for First Year Television
Time & Frequency
Vehicle Channels: Geo, ARY, TV 1, Hum TV Talk shows: Morning shows
8:00am to 11:00am (three days a week)
Per day Cost
8:00pm to 11:00pm (Three days a week)
Ads/sec 2 ads of 10 sec 3 ads of 10 sec
Cost/Ad 10,500
Cost/day 21000 30,000
15,000
51,000
Your baby is as precious to us as it is to you
We know the importance of your baby’s tears so as yours.
Your babies tears are more worth than our shampoo
Let your baby enjoy its bath and liberate yourself, we fight back the tears of your baby
That is! what we think Is our
ng o am h uis line g in uct t s i od d o pr 0% t 2 e y ble n th b a i re er ct a m sh to rodu t s u tp ke c r a he ren m t ke diffe he t a M ed r u pt a C
Marsupials & Rodents Marsupials & Rodents is the one of the top most and prosperous companies of the world and Is the leader in the baby’s products. The company has been enjoying its double digit growth for decades And fortune 500 had ranked M&R as one of the top five companies of the world
Aquarius’ shampoos & Conditioners •
Our classic NO MORE TEARS formula rinses quickly and easily
•
Leaves hair smelling fresh, and looking beautifully healthy and shiny
•
Soap free, hypoallergenic, and dermatologist tested Price-160-110
•
Aquarius
This mild, tearless formula baby shampoo is as gentle to the eyes as pure water
Aquarius’ Baby Shampoo with Natural Lavender A natural touch for a calming bath •
Rinses easily, leaving hair soft, shiny and smelling wonderfully fresh
•
Enriched with lavender and chamomile for soothing relaxation Soap free, hypoallergenic, and dermatologist tested
•
•
Price 110
SWOT analysis strength •customer value/expectations •Wide range of product line/family branding •Market dominance •Reasonable prices •Product availability •Product effectiveness •Competitive advantage (no irritant substances) •Strong technological/internet based Customer care and marketing
Opportunities •Big market •No direct competition •Acceptance •Environmental situations •Customer confidence
weaknesses •Less promotional activities •Less product awareness on brand leveraging/trade up •Target marketing •Media Advertisement
threats •Major Deprived segment •Marketing budget/investment •Unwilling parents for baby shampoo •Law and order situation •Indirect competition
Population statistics • Birth rate: 27.74 births/1,000 population (2007 est.) • 0-14 years: 40% (male 33,293,428; female 31,434,314) • Sex ratio at birth: 1.05 male (s)/female • under 15 years: 1.06 male (s)/female
Positioning rth o w e or m e ell” r a s s r we a te hat s ’ by an w a b th r ou y “
Segmentation • Demographic characteristics: customer age: 23 to 45 years gender: male and female • Geographic location: location: all major cities of Pakistan • Psycographics:
loving and caring parents, middle class
• social status:
married with children
• employment status:
housewives or working women 15000 to 100000 or more
• income:
Parents
mothers
School going children Baby care centers Social class/financial status Married with children Salaried Middle class
Promotional plan Media promotions 13.8 mil Advertisements: TV ads: Time and frequency: 8:00am to 11:00am (every day) 8:00pm to 11:00pm (every day) Channels: Geo, Aaj, TV 1, Hum TV Talk shows: Morning shows Radio Ads: Time and frequency: 8:00am to 11:00am (Monday to Friday) Talk shows : Sunday Print media advertisement: 1.6 mil Newspapers/ magazines: Sunday newspapers( Dawn and Jung) Fashion Magazines
Marketing campaigns Family functions and get Together: start of each quarter Free parenting courses : start of each quarter
11.5 mil
Advertising Budget for First Year HOARDINGS Shahra-e- Faisal
(10x20) Hoardings
1
600,000
600,000
Near Agha’s
(10x20) Hoardings
1
325,000
325000
TOTAL
925,000
Advertising Budget for First Year Dawn Quarter Page on Sunday PAGE 3 Sunday Jan 1, 2009
Teaser
1
424,548
424,548
Sunday March 8, 2009
Ad
1
424,548
Sunday April 16, 2009
Ad
1
424,548
424,548
1
424,548
424,548
Sunday July 24, 2009 Total News Paper Ad Cost
Ad
424,548
1,698,192
Advertising Budget for First Year Television
Time & Frequency
Vehicle Channels: Geo, ARY, TV 1, Hum TV Talk shows: Morning shows
8:00am to 11:00am (three days a week)
Per day Cost
8:00pm to 11:00pm (Three days a week)
Ads/sec 2 ads of 10 sec 3 ads of 10 sec
Cost/Ad 10,500
Cost/day 21000 30,000
15,000
51,000
Your baby is as precious to us as it is to you
We know the importance of your baby’s tears so as yours.
Your babies tears are more worth than our shampoo
Let your baby enjoy its bath and liberate yourself, we fight back the tears of your baby
That is! what we think Is our
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