ASSIGNMENT
Subject:- Pharmaceutical Management & Marketing
5th Professional (2k17)
Submitted By: Roll No.
Mohammad Mohtisham 29
Muhammad Ismail 33
Safwan Shah 45
Sana Idrees 40
Bakhtawar Jawaid 12 Submitted To:
Sir Zubair Ahmed Pirzada 1
ASSIGNMENT
Topic:- Marketing Plan Product :- Perfume
INDEX
1. Executive Summary 5. Objective for the brands
2. Introduction of product/service 6. Marketing strategy
3. Current market situation 7. Action program
4. Analysis of threat and 8. Marketing budget
opportunities 9. Controls
2
BsMi Pvt Ltd
Beauty is a way of life
Cosmetic Company
Company’s Owner
OUR BIG IDEA
To provide high quality Products that are affordable
to anyone. We use highest class of ingredients to
make a version of designer brands. We will go extra
miles to accomplish this mission with passion, expert
advice and utmost professionalism and courtesy.
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THE TEAM
Bakhtawar Muhammad Ismail
Jawaid Sana Idrees Syed Safwan
Mohammad Mohtisham
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Executive Summary
Overall
Review
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Executive Summary
• Odorem.
• Great Fragrance, For Long lasting, & in affordable price.
• Pleasant Aroma.
• For use No age or gender restriction.
• Both Fragrance are available in:
• With Alcohol
• Alcohol free
• Segmentation on the bases of packs i-e 100 & 200ml.
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Executive Summary
• Pull Strategy.
• Affordable Price.
• High Quality Product.
• Various Promotional Companies.
• TV
• Social Media
• News Paper
• 24/7 Helping disk
• Marketing Budget is affordable.
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Introduction of
Product Introduction
Product
Key Features
Tagline
9
IS
HOW
PEOPLE
REACT
WHEN
YOU
ARE
AROUND
10
DO NOT WORRY WE
HAVE THE BEST
SOLUTION FOR YOUR
PROBLEM
11
INTRODUCTION
Product : Perfume
Name : Odorem
Manufacturers : BsMi Pvt Ltd.
The art of perfumery is an ancient one, born out of human desire to create a good feeling and pleasant
environment. Perfumes are an epitome of refinement, a pleasing personality, and have significant impacts on the
body and mind. They also have a special place in the Islamic and Arab heritage.
Our product is who we are. Our fragrance odorem which means "Pleasant Aroma" is perfect for the people who are
real at heart.
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Product
• Our product would be offered im 100ml and 200ml pack.
• It will be available in two packs.
• The design of the product would be attractive.
• Our product Odorem offers two basic types of products: Alcohol added and without alcohol .
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Key Features
• The design
• Pleasant Aroma
• Elegance
• Distinctiveness
Tagline
• Perfume is like a new dress... It makes you quite simply marvelous...
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CURRENT MARKET
SITUATION COVID-19
Increases Consumption
Demands
Significant Growth
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CURRENT MARKET SITUATION
• COVID-19 has not just negatively impacted the fragrances and perfumes market across the world, but its
impact has resulted in a generation of opportunities for many private players to emerge in the markets to cater
to the inflated demand. Furthermore, COVID-19 has led to a major consumer shift, as customers are no more
brand loyal in developing countries and are trying new brands in the low-stock environment.
• According to L’Oréal, the consumption of beauty and personal care products, including fragrance and
perfume, was strongly impacted by the closure of millions of points of sale (specialty stores, perfumeries,
department stores, airport stores, etc.), which caused a real crisis of supply, rather than demand, with
consumers temporarily unable to purchase products and services.
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CURRENT MARKET SITUATION
• The COVID-19 crisis is likely to accelerate trends that were already shaping the market, such as the rise of
the global middle-class population and the use of e-commerce. Online distributors are recording an increased
interest, as home-bound consumers explore retail alternatives. Some beauty product brands and retailers with
inventory and shipment operations are reporting e-commerce sales twice as high as their pre-COVID-19
levels. For instance, Sephora’s US online sales are reportedly up by 30% versus 2019.
• The growth of the fragrances and perfumes market is primarily influenced by unpredictable and continuously
changing fashion trends. Thus, key market players are focusing on developing exciting, unique, and new
fragrances to attract different consumer groups across the world.
• Perfumes and colognes, along with body sprays and other scented body products, are likely to witness
significant growth during the forecast period. Likewise, premium fragrances are driving the growth in
developed regions, like North America and Europe, with a decline in the value of mass fragrances.
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ANALYSIS OF THREAT AND OPPORTUNITIES
STRENGTH WEAKNESS
OPPORTUNIT THREATS
Y
SWOT Analysis 18
Analysis of threat and opportunities
STRENGTH OPPORTUNITIES
• Simple but elegant package. • Use men and women both.
• Quality guarantee. • Lower cost.
• Religious purpose.
• Alcohol free( for Muslims).
• Target to low and middle class
people. • Long lasting effects.
• Halal certified.
• Hire experienced staff.
THREATS
WEAKNESS
• So many competitors.
• Competitive market.
• Anti-fragrance campaigns.
• The fragrance is too thick.
• Production may face losses in early
• Only sold in online start up. stages.
• Not enough stock for large order • Short product lifecycle.
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Objective For BRANDS
VISION
SPREAD FRAGRANCE TO ALL OVER THE PAKISTAN
(Our vision is to be recognized as the company that offers scent and flavor features that
express the unique character of every individual, every place, and every experience )
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Objective For BRANDS
MISSION
Our mission is to provide high quality perfumes that are affordable to anyone. We use highest
class of ingredients to make a version of designer brands perfumes. We will go extra miles to
accomplish this mission with passion, expert advice and utmost professionalism and courtesy .
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First of all, Making public
Marketing Strategy: awareness about this New product.
Fined best possible marketing
campaign.
Quality assurance campaign is
most important to retain
Customer.
Make a proposal to different
consumers according to their
perception (e.g.: Odorem perfume is
for long-lasting effect).
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Marketing Strategy: 1. Target Customers.
2. Market positioning
3. Product strategy
KEY FACTORS
4. Pricing strategy
5. Distribution strategy
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Target Customers
1. Geographic location:
• Allover country first 3 years.
2. Demographic:
• Social class: lower class, middle class and high end consumers.
• Age perspective: No age restriction.
3. Religious:
• For Muslims, Alcohol free perfume product available
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Market Positioning
Odorem positions itself in the market on the Basis of its low price and the fragrance the target customers can
receive by consuming this product to help them smell Good. The product positioning map is showing the unique
position Odorem will have relative to some fragrance brands.
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Product Strategy
Odorem offers two basic types of products:
1. Alcohol added
2. Alcohol Free.
Odorem Odorem
(Alcohol added) (Alcohol free)
Fragrance No. 1 Fragrance No. 2 Fragrance No. 1 Fragrance No. 2
Quantity (ml) 100 100 200 200
Piece per pack 1 1 1 1
Pack per cartoon 24 24 24 24
The shelf life of Odorem is 10 years for both Alcohol added and Alcohol free. If the fragrance becomes popular
among the target customers, then “BsMi” may decide to launch new fragrance.
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Pricing Strategy
As Odorem is a new product in our company, so we have decided to use the “Price to Our Competitors” pricing
strategy for the product. The reasons behind using this strategy are:
• As the product is new for Customer using other product of our company, they always try it if low pricing as
compare to competitors.
• As prize is lowest but profitable for company, competitors are unlikely to emerge in the market easily and
undercut the high price.
• Due to quality service, upper class people also buy it.
Odorem Odorem
(Alcohol added) (Alcohol free)
Fragrance No. 1 Fragrance No. 2 Fragrance No. 1 Fragrance No. 2
Cost per bottle 110 110 120 120
Wholesale per bottle 170 170 210 210
Retail price per 27
200 200 250 250
bottle
Distribution Strategy
The production of Odorem will be done in the own operational plant in Sukkur because the availability of raw-
materials & Machines as well as the convenient transport and communication.
BsMi uses a simple distribution channel
1. Zone-wise distributors (Finished Odorem products come directly in our region and city warehouse from the
plant. The sales team will use firm’s covered vans to distribute the product to the dealers) It will use different
specific day for specific zone in the region.
2. Secondary distribution channel which led by the dealers who distributes the product by using their own
resources in all cities of Pakistan. BsMi will also make strategic alliance with super stores and educational
(Universities) institutes’ canteens to sell it’s products.
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Action
Program: 1. Marketing Communication Strategy
2. Advertising
3. Sales Promotion
KEY FACTORS
4. Public Relation
5. Personal Selling
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6. Direct Marketing
Action Program
Marketing Communication Strategy
• Pull strategy is best for it.
• Its promotion mix strategy which is spending a lot on
advertising and consumer promotion to build up consumer
demand.
• This builds the promotion mix efficient enough to activate
customers to invite the retailers for the product.
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Action Program
Advertising
• Social media Advertisement is most potent way of advertising
perfume/cosmetics. It really help us to promote Odorem.
• Electronic media advertisements, like as television commercials.
• Print media advertisements, like as newspaper ads, Journal,
posters, broacher and leaflets.
• Point of purchase advertisements, Shelf space advertisements
like as icon in Sukkur.
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Action Program
SALES PUBLIC RELATION
• Special Price discount on Eid for • “Buzz marketing”—by using opinion leaders (Actors
Alcohol free perfume, Diwali for
and Actresses).
Alcohol added.
• Written articles for awareness of Odorem and its
• SMS contest.
benefits.
• Written features in lifestyle pages of newspapers.
• Sending press release about products.
PERSONAL SELLING • Arranging seminars under “Morning shows”.
• Arranging selling both at super
stores and markets.
• “ Odorem smell assurance DIRECT MARKETING
campaign. • E-mail marketing.
• Web marketing. 32
Marketing Budget Advertising
Sales Promotion
PR and Personal Selling
Direct Marketing
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Marketing Budget
Following is the three years allocation of our marketing budget at affordable method:
Marketing Budget
200000
2023-24 500000
25000000%
1000000
150000
2022-23 400000
25000000%
800000
100000
2021-22 300000
20000000%
600000
0 200000 400000 600000 800000 1000000 1200000
Direct Marketing PR and PersonalDirect Marketing Selling
Sales Promotion Advertising
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Controls Define Marketing Objectives
Set Performance Standards
Compare Results Against Standards
Corrections and Analyze deviation
Ratification and improvement
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Controls
Business definition of Marketing control refers to the measurement of the company's marketing performance in
terms of the sales revenue generated, market share Page- 19 captured, and profit earned. Here, the actual results
are compared with the standard sets, to find out the deviations and make rectifications accordingly.
1. Define Marketing Objectives
• Short term and long-term marketing objectives
Short-term goals:
To offer distinctive and quality products at a reasonable price to capture potential market share.
To generate a demand for Odorem as a solution in every place where fragrance is needed.
To persuade the target customers regarding the benefits of using Odorem which will bring familiarity
among customers.
Long-term goals:
To expand its operation to the whole country and further goes for export.
To set up new industrial unit in the region of Sukkur by the year 2021.
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2. Set Performance Standards
• To achieve first year plan in sales and revenue with help of marketing strategy.
• Marketing budget elevation standard and profit analyses.
3. Compare Results Against Standards.
• Comparison between expected revenue and actual revenue.
• Marketing budget expenses expected vs. real marketing budget expense.
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4. Corrections and Analyze deviation
• Sale and marketing strategy to be reviewed accordingly.
5. Ratification and improvement
• Resulted will be analyzed.
• Mistakes will be ratified.
• There will be improvement new targets standard.
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THANK YOU!
