Current Marketing Situation:

We founded 2 months ago by market research, is about to enter shampoo’s market dominated
by Clear men, Sunsilk, Pantene and Hayden solder. On the other hand, hair color’s market
dominated by Super Speed, Karolin-ultra, Garnier and Speed-3. Overall economic condition
of our country has increased the possibility of introducing better product in the market. In this
case, Flashback Private Ltd. must carefully distribute the product to the targeted customers.
“Flashback Private Ltd.” market consists of consumer and business users who need to
conveniently store, communicate and exchange information. Specific segments being
targeted during the first year include Upper-middle class, upper-class, middle-lower class and
lower class people that use Henna natural shampoo to clean their hair and Upper-middle
class, upper-class people that use Henna natural hair color.
Customer can choose shampoo between mainly on two specific brands one is Unilever
(Dove, Clear men, All clear, Sunsilk) and the other is Pantene pro-vitamin though there are
some insignificant brands exist in the market.

Total Cost, Total profit and Advertisements Cost per Year:

Particulars Taka
Total cost per year
20,621,800

Advertisements Cost Per year 20,00,000

Net Value per year 13,835,000

   

Competitors name are below:

 All Clear men
 Dove
 Sansilk
 Pantene
 Hayden solder

Distributors Channel:

Market Analysis:

Market Segmentation: We have segmented our Henna Natural Shampoo & hair color
product “Flashback Private Ltd.” in three bases.
Geographic:
Our immediate geographic market will be Dhaka city with a population of around 20 million
for the both product.
Demographic:
1. Students
2. Business man
3. Housewife a
4. Service holder
 Psychographic:
 Social class: For the shampoo product – Middle Class, Upper Middle Class, Upper
Class and lower-class. For the hair color - Middle Class, Upper Middle Class, and
Upper Class.
 Life style: Achiever.
 Benefits: Quality
 User status: Potential user, first-time user, and regular user.
 Occasions: Regular occasion.
 Loyalty status: Strong.
 Competitor Anti Fair fall Smooth & Long & Cooling Herbal
Dandruff defense Shiner strong hair Hair
All Clear √ √ √ √
Dove √ √ √
Sansilk √ √ √
Pantene √ √ √
Garnier √ √ √
Henna Natural √ √ √ √ √ √

PEST Analysis:
PEST analysis contains four factors which directly and indirectly effect the business
operation.
 Political Factors:
In Bangladesh, our political situation is not so good suffers. This is a major drawback for
starting new business in our country. So, we trying to keep a good relationship with the
government and political person. Employment laws will definitely be favorable in terms of
dealing with the employees. Political instability of our country might be a serious problem as
far as the supply transportation is concerned. So, we will cared about this
 Economic Factors:
Bangladesh is started as newly emerging economy. Now-a-day Many new venture are
emerging with high potentiality. Our target customers will very much appreciate such new
venture. So, it will be challenge for me. As we have decided to take loan, so we need to be
concerned about the interest rate. It will be help to earn more profit to our company. As the
fluctuation of inflation rate is high in our country so it could cause negative effect on our
business. So, we are concern about this.
 Social Factors:
As Bangladesh is turning into a very fast paced life-style, people wish to have a store around
the corner where will find this product. That’s why, we will distrributed our product in
largely and also for the mass people. Moreover the new generation intends to buy new
product with new feature in the markety. So this new type of products will created a new
hype among them.

 Techonological Factors:
Basically we are using most modern technology to ensure quality service to our customers.
However, in case of cash processing and inventory we would be depending on technology; so
further improvement in these sectors might increase our efficiency and profitability as well.

SWOT Analysis:
SWOT analysis is based on strength, weakness, opportunity, threats. Our research and
Development (R&D) department found some major strength and weakness for both the new
product “Henna Natural shampoo & Henna Natural hair color” of the company.
According to the R&D department the SWOT analysis of the product is described below.-

Strengths
As a new company, we have some strength in the market. This are-
 We will strong relationship with suppliers that offer credit arrangements, flexibility
and response for any new product of our company.
 We take excellent, stable and trained staff for customer service.
 Skilled employee in marketing department for the promoting the product.
 Totally new feature in the shampoo industry.
 We have total quality management for our product.
 Good relationship with company’s suppliers, partners and customers.
 High quality machineries and raw materials.

Weakness
We also have some weakness in the market. This are-
 New environment for the company as because first time lunching product in the
market.
 Lack of community support so far because we have not had any formal and informal
communication with any political leader of the community.
 Less product classification.
 No existing product, that’s why we cannot be used existing channels

Opportunities
We also have some opportunities in the current market situation. These ares-
  Completely new strength in Shampoo and hair color market.
 High growth rate in our target market.
 Continuous opportunities ahead through strategic alliances and market activities.
 Attractive packets can be our opportunity.
 E-mail and mobile communication will make our order and supply much easier for
the product.
 Increasing market share may increase the sales of the product beyond our expectation.

Threats
When we started new business then we faces some threats. This are-
 Other competitors of shampoo and hair color companies have a high market share in
the shampoo and hair color market. This company may be able to become threat for
us by introducing new product like ours.
 Economic, political and technological factors of the country may be threatening for
our product.
 New entry of similar shampoo and hair color company after the lunch of our product
and can offer shampoo and hair color product extra feature with very little price to
beat our price

Opportunity and Issue Analysis:

The key to success of this product are-
 Experienced and eye catching advertisement on most of the areas of the
country.
 Proper channel distribution.
 Proper Customer Relationship Management
 Proper Supply Chain Management
 Generating average sales in excess of Tk137, 500 per business day.
 Online News and Advertisement.

Objectives:
We want our customers to come back but not the product. We have set a challenging
objective of reaching the breakeven point in one year which is tough but not impossible.
  Our goal is to spread our business and expand several branches all over Bangladesh &
also want to globalize our product.

Financial objectives are to:

 Henna Natural Shampoo will be introduced at 200 ml which Tk 160 estimated retail
prices per unit. We expect to lower the price after 6 months when our employee will
be more skilled. When we will expand our product line then we will be able to reduce
the cost as well.

 At the very beginning, we want to go for 5ml-500000 pcs, 100ml-200000 pcs, 200ml-
100000 pcs, 400ml-50000 pcs shampoo production and selling price is to be 5ml-tk.
3, 100ml-tk. 85, 200ml-tk. 160, 400ml- tk. 300 per piece.

Marketing objectives are to:

 Our second year objectives are to achieve 38% market share by increasing sales in the
market. We expect to sales more than 75,000 units in the next year.
 Our third year objective will be to reach 44% of the market share of Shampoo and
hair color product. We expect to sales more than 87,500 units in the next year.
 Our market demand id 200000 volume and we are aiming for 31% Henna Natural
Shampoo and Henna Natural hair color in the market through unit sales volume of
62,500.

Marketing Strategy:
Flashback Private Ltd’s marketing strategy is based on a positioning of product
differentiation. For Henna Natural Shampoo & Henna Natural Hair Color, our primary
consumer target is middle class to upper high class people. Then our target will be to
persuade people to spend little extra for the family hair protection by purchasing our product.
Our strategy is to make some opinion leader to introduce the product and we want to have the
positive word of mouth advertisement for our product.
Our secondary target market for the shampoo will be the business firms like the lower middle
class to low class. Our next target will be to produce more high quality product to attract the
rich firms by providing them a product of more price with more quality.

Positioning:
Using product differentiation, we are positioning the Henna Natural Shampoo & Henna
Natural Hair Color which is the most effective for hair. We will focus on mainly on the
effectiveness of the shampoo & hair color along with the sweet smell. Our positioning
statement for shampoo will be “Doctor for your hair”. You will be happy by the sweet smell
of bally flower. We try our best to keep your hair dandruff free, long & strong, cooling,
smooth & shiner eith herbal product.” We will send this statement to the targeted customers.
Our target customer zone will cover all the customers. Those who use Dove are concerned
about high price and those use other shmapoo and color is concerned about their
performance. So, the customers can switch if they get a combined offer of service quality,
price and new flavor. We hope that our customers will prefer our product over the
competitors’ product. We will have totally different and most attractive packaging process.

Target Market:
Our target markets are separated into four segments. The segments are Upper-class, Upper-
middle class, middle-lower class and lower class. The segment details are as follows-
Upper-class: Upper-class is a portion of the population. According to our marketing
investigators, Upper-class is the major consumer of both the shampoo & hair color. They like
different kind of shampoo and hair color. They want good quality product whatever price.
Upper-middle class: There is a large portion of the population occupied by the bachelor
people. Upper- middle class people are our one of our potential customer to serve. They want
good quality product with low price.

Middle-lower class: Middle-lower class is another portion of the population. Middle-lower

class is most careful and sophisticated consumer but most concern about the price and the
quality. So, targeting the middle-lower class is also one of our effective decisions.
Lower class: Lower class is a portion of the population. They are most concern about the
price.

Product Strategies:
The Henna Natural Shampoo and hair color, including all the features described in the earlier
product review will be sold to the market with a huge marketing effort. The brand and the
logo will display on the product and its packaging and reinforced by its prominence in the
introductory marketing campaign. We will have opinion leaders in the market to convince
people to use our product
Product Life Cycle:
 Introduction:
In this stage of our product’s life cycle, sales are expected to be medium. On the other hand
cost per customer will be high. So, in this stage, we will use cost-plus pricing. Distribution
will be selective; to well-known mega shops and retailers. We will use heavy promotional
activities; advertising, personal selling and try to build product awareness among early
adopters.
 Growth:
In this stage, both sales and profits of our product are expected to rise rapidly. To penetrate
the market, we will try to reduce cost per unit by producing more units. Growing number of
both customers and competitors are expected in this stage. We will try to maximize our
market share by building intensive distribution. In this stage, we will reduce the promotional
activities and will conduct market survey research to know consumer demand.

 Maturity:
We expect to have our highest profit in this stage. Peak sales will occur as a result of low cost
per customer. Majority of the target consumers are expected to use our shampoo and hair
color in this stage. Our objective will be maximizing profits while defending market share. In
this stage, we will start to introduce our other brand that is “Active detergent power” with
feature of Ritha. We will set the price to match or beat competitors. Distribution strategy will
be more intensive, that is consumers will be getting our product more easily in nearby stores.
Advertising activities will stress brand differences and benefits. Finally we will increase
promotional activities to encourage brand switching.

 Decline:
In this stage of our product life cycle, both sales and profits will be declining. Cost per
customer will be low, as we will reduce our expenditures. We will also phase out weak items
that are unprofitable. Price will be cut off and promotional activities will be reduced to a
minimal level. In this stage, we will again go for selective distribution. Finally, advertising
activities will be reduced to level needed to retain loyal.

Pricing Strategy:
The Company established the price of its new product “Henna Natural Shampoo & Hair
Color” with the concept from cost based pricing. According to our calculation the cost of
shampoo is 5ml-Tk 2.73, 100ml-Tk 60, 200ml-Tk 119, 400ml-Tk 230 and we set our selling
price 5ml-Tk 3, 100ml-Tk 85, 200ml-Tk 160, 400ml-Tk 300.

Distribution Strategy:
We will primarily use our own distributors for distributing our new product “Henna Natural
Shampoo & Hair Color”. Then, we will make some new channels and assign some new
distributors to promote our new product to all over the county.

Marketing Communication Strategy:

For the “Henna Natural Shampoo and hair color” we will choose most successful advertising
channel which will be through NTV, Channel I, ATN Bangla and RTV, which are the most
popular television channels in the country. We will also use some bill-boards and leaflets and
we will hold a sport event for the young generation to promote the product. May be, we can
use Grameen Phone in our marketing through their sms service.
Marketing Mix:
Our marketing mix for the new product “Henna Natural Shampoo and hair color” is as
follows:

Product marketing:
Our product will enable our customers to have a different experience to test in using
Shampoo and hair color. They will be able to differentiate our product in quality which is
unique in the Shampoo and hair color market. They will not be able to feel the same way for
the other Shampoo and hair color in the market.

Pricing:
In the current market of Bangladesh, there is a number of Shampoo and hair color products
exist. Through the market research we have revealed that most of the shampoo products’
price is Tk140 to Tk170 for the 200ml except Garnier which price is Tk185.

Promotion:
The most successful advertising and promotion has been through the following:
 Newspaper Advertisement: The Prothom-Alo, the Janokantho, the Jugantor, the
Daily Star, the Independent etc.
 Television Advertisement: Channel I, ETV, BTV, NTV, ATN TV & Chanel 1 etc.
 Radio: Bangladesh Beter, Radio Furti, Radio Today, Radio Amar etc.

Service:
The first goal is to recognize everyone as they come into the store. If they are a repeat
customer, they are referred to by name. Our store will be staffed with high energetic sales
persons who will dedicate their most of the time to customers that want assistance when they
need it. The store is designed so a customer can look at our products. We provide service in a
way that no other competitive retail store can touch. It is one of our greatest assets and points
of differentiation. Insight, ideas, inspiration, and fun are the goal. Repeat, high dollar
purchases from loyal customers are the desired end product.

Marketing Research:
Our company offers best quality Shampoo and hair color with different packages to
customers at a very reasonable price. By using our Shampoo and hair color they can easily
find out the basic differences of the quality of the Shampoo and hair colors comparing with
other companies.
Depending on the market researcher’s information and considering the growing demand of
detergent powder, we are going to launch a new product “Henna Natural” Shampoo and hair
color in the market. The marketing strategy of our company will be based on a cost effective
and quality service to each of its target segment. Our main focus will be on utilizing all of its
resources effectively and efficiently to continually serve its customers with satisfaction
through producing best quality product.
Our marketing research department found the opportunity to provide our customers a new
facility using Shampoo and hair color. The industry already contains some products. But we
found that there is no Shampoo product containing the smell of the Henna flavors. Our
marketing research department surveyed the market and found that there are many potential
buyers for our product which will satisfy their needs. So, we have the opportunity to enter the
market and fulfill the gap. We are going to offer the smell of Henna to Shampoo and hair
color with a very reasonable price so that customer can easily select it to use.

Marketing Structure:
Md. Rajibul Haque will hold the overall responsibility for marketing strategy and direction.
The following is our structure of our company

Chief Marketing Officer

Sales Manager Advertising Manager Promotion Manager

Figure: Flashback Private Ltd’s Marketing Structure

Action Programs:
Our company will be introduced in June 2010. Following are summaries of the action
programs we will use during the first six months of next year to achieve our stated objective.
June
We will initiate a Tk 2, 000,000 trade sales promotion campaign to educate dealers and
generate excitement for the product launch in June. We also exhibit our product in the
International Trade Show and provide samples to selected product reviewers, opinion leaders,
and celebrities as part of our public relation strategy. Our training staff will work with sales
personnel at major retail chains to explain our Shampoo & Hair Color features, benefits, and
competitive advantages comparing with other companies.
July
We will start an integrated print/radio/internet campaign targeting our targeted consumers.
The campaign will show how effective our Shampoo & Hair Color is.
August
We will promote consumers sales promotion tactics to attract our customers.
October
We will hold a trade sales contest offering prizes for the salesperson and retail organization
that sells the most Henna Natural Shampoo & Hair Color.
November
Our plan is to roll out a new national advertising campaign this month. The radio advertises
will feature celebrity voices to attract customer by informing how they are benefited from the
using of the detergent powder.
December
We will show our advertisement on various channels like Channel 1, ETV etc. we think this
kind of advertisement will help lot to attract customers.

Financial Projections:

Implementation Controls:
This Marketing plan includes a detailed budget, Schedule, and managerial assignment for
every action program. All of our administrative members are planning to measures to
closely monitor quality and customer service satisfaction to achieve our goals. This
planning will enable us to very quickly in correcting any problems that may occur. Other
early warning signals that will be monitored for sings of deviation from the plan include
monthly sale and Monthly expenses
Monitoring schedule