Escolar Documentos
Profissional Documentos
Cultura Documentos
1) Rubayatur Rahman
ID # 051570030
2) Khaled Arafat
ID # 061235030
ID # 052046030
ID # 051684030
Submitted to :
Mr. Bashir Hussain
Lecturer
School of Business
North South University
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
ID # 051570030
ID # 052046030
Khaled Arafat
ID # 061235030
ID # 051684030
Table of Content__________________________
Executive Summery
Market Description
Market Segment
Table 1.1
Product Review
Competitive Review
Table 1.2
10
Distribution Review
11
SWAT Analysis
12
15
Marketing Strategy
16
Positioning
17
Product strategy
17
Pricing strategy
19
Distribution Strategies
20
20
Budget
21
Control
21
Executive Summery__________________
2.
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 Segments
The market will be segmented by dividing the market into different age
and life cycle and social class.
Table 1.1
Target Segment
Customer Need
Age 14 to 25
To
protect
Corresponding
Feature/ Benefit
and spots
protection
from
Increase
fairness
the skin
include
in
the
Wrinkles
control
lifer,
Working Woman
Protection
formula
the
which
skin
save
from
sunburn.
Product Review____________________
Our product Cleopatra offers the following standard features.
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:
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
Product
01. Fair and Lovely
Type
Fairness Cream &
Price
50gm-46 Tk(fairness
cream)
25gm- 35 Tk(anti
marks cream)
Fairness Cream
50gm -60tk
03. Recova
Fairness Cream
80ml-400tk
04. Jordana
Fairness Cream
3.4gm-100tk
05. Nevia
10
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:
Store:
Our
product
will
be
distributed
in
some
11
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.
Pricing
12
Weakness
By waiting to enter the fairness cream market the initial shake out
consolidation
of
competitors
has
occurred,
Kohinoor
Group
Of
13
People 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.
Threats
14
Issues
15
Marketing Strategy__________________
We will follow differentiated marketing strategy because of our
segmentation.
Our
product
costs
lower
then
the
competitive
16
Positioning________________________
Cleopatra fairness cream We are positioning the as a stylish valueadded 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.
17
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------.
No
Name
Age
Occupation
Address
18
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/-
Tk. 16,00,000/-
Total
Variable Cost
Labor Cost
Tk.
.25
Raw material
Tk. 6.75
Packaging Cost
Tk.
19
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.
20
maintain
brand
awareness
and
communicate
differentiation
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.
21
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.
22
References_______________________
www.kohinoor.com/bd
Annual Report 2005 (Kohinoor Group of Industries).
Principles OF Marketing 11th Edition. Written by Philip Kotler and
Gary Armstrong.
23