NEO-RELLA SUN BLOCK

Acknowledgement
By the grace of Almighty Allah we have completed our market plan
under the supervision of our course teacher Mam Sarah. I would like
to convey my heartfelt thanks to Mam Sarah, who gave us such an
opportunity to work on such assignment because of which we
learned to design a Market Plan.
She always gave us valuable suggestions and guidance for the
completion of our Plan. She helped us to understand and remember
important details of the project that we would have otherwise lost.
Finally, yet importantly, I would like to express my heartfelt thanks
to my beloved parents for their blessings. And we have completed
our plan by the team work and coordination of our group members
who are Mehak, Wajeeha, Sobia, Faiza and Manahil.

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NEO-RELLA SUN BLOCK

Executive Summary
Increasing consumer awareness regarding the dangers of excessive UVA and UVB
exposure has worked in the industry's favor by boosting demand for sun-protection
products. Therefore, sun-protection products have become increasingly popular over the
past five years. The future looks bright for the Sunscreen industry, so we planned to launch
a new product called Neo-rella sun block cream. It will be a product of convenience for
the consumer and a multi-functional sun block cream for all kinds of people. It will be an
essential need and multi-functional sunscreen for every citizen. With the help of our
technical supporter, this supper sunscreen can figure out many problems.
Neo-rella will give protection from UV rays of sun beside it will also slow down the
development of black heads, premature aging skin. It will also work as a moisturizer,
water resistor and will be marked as the SPF (Sun Protection Factor) 60. We will be
targeting young adults who go to college, university, men and women who do jobs and
spend most of their time in outdoor activities so that sun doesnt damage their skin, as the
age group will be between 18-40 years, in a medium level price market. We will be
introducing our product in different areas of Karachi, therefore our product would be
affordable to customers belonging to every class but we will mainly focus middle class
group.
In order to create awareness in customers mind; we will reinforce the brand name, point of
product differentiation through media channels like T.V, Facebook, twitter, websites and
billboard. Personal selling will also be focused. We will also enrich the customers with
free sampling and testing.
So in our plan we focused on the following aspects:
1. We will be providing information on successful marketing strategies which are used to
launch the product in the market
2. We will be providing details about key competitor, segmentation strategies, and
distribution strategies/channels.

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NEO-RELLA SUN BLOCK

need

Consumers are facing certain skin problems because of sun rays, as they are damaging
their skin in various ways.
So we analyzed their problems and need to safe their skin and in order to fulfill the needs of
our customers and generate revenue by creating a demand for our product we introduced a
sunblock with SPF 60, it also works as a moisturizer, water resistant and also controls the
development of black head.

The Solution

The Sunscreen Station: an easy, fast, and automatic

sunscreen applicator.
Sunscreen will be applied properly entertain users with 3
revolving arms attract consumers
Recreates the way sunscreen is applied.

BUSINESS MISSION
In order to achieve our Vision, Neo -Rella commits to the following:
Neo-rella mission is to provide glamour,
excitement, and innovation to consumer
through high-quality products at affordable prices.
The company is moving into an era of
"transforming the beauty industry."

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NEO-RELLA SUN BLOCK

Current Marketing Situation

By observing todays busy world there is a need of some innovative product that protect the
skin. In this market, protecting from solar UV is one of most important function of
sunscreen cream. Therefore, an increasing awareness about damages of excessive UVA
makes higher demand for sunscreen products in the current market. There are two basic
types of sunscreen creams in the market: products which penetrate the outermost layers of
skin to absorb UV rays, and another one provides surface coat of the skin to act as physical
barriers to UV rays. Both two types are rated with a sun protection factor SPF and they will
show SPF value to tell customers how much protection this specific product has. As a result
sun-protection products have become increasingly popular over the past five years. A
sunscreen must be free of oxyben zone and retinyl palmitate, and must be broad spectrum
which protects against both UVA and UVB rays.
So keeping in mind the current scenario we have analyzed that our product is a multipurpose product which is unique, affordable and has the capability to prevent the skin
from
The development of blackheads: As
blackheads is one of the major
problems that customer are having and
they are caused because of various
reasons. They are typically caused by
overproduction of oil, which tends to
when a person reaches puberty.
Sun exposure may increase your skins oil
production, which clogs your pores, and causes

the
occur

blackheads.

Premature aging skin: People are facing problem of aging skin and sun exposure is one
the major reason for it. Unprotected skin that is exposed to the sun becomes more mottled
in appearance. Freckles can turn into brown sun spots, the skin takes on a dry, leathery
appearance, and wrinkles and sagging increase. So our sunscreen would protect the skin
from such effects.
Dry Skin: Our sunscreen would work as a moisturizer as in winter our skin gets dried as
dry skin very commonly produces itching, which can be severe and interfere with sleep and
other daily activities. Repeated rubbing and scratching can produce areas of thickened,
rough skin. Dry, thickened skin can crack, especially in areas subject to chronic trauma
(e.g., hands and feet), causing painful cracks in the skin. Dry skin and scratching may result
in dermatitis when the skin becomes red (inflamed) in addition to dry and scaly. Round,
scaly, itchy, red patches scattered over the legs, arms and trunk may also appear.
Water Resistant: Our sunscreen would protect the skin in water also like during
swimming.

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NEO-RELLA SUN BLOCK

Market Description :
o Segmentation
Our product segmentation will be on the following basis:
o Geographic:
Area: Karachi
Here, we make strategies for individuals
different places in Karachi and how will our
available in all super stores and general stores
Karachi in different segments according to areas,
states, regions and markets.

living at
product be
etc. Divide

o Behavioral:
Occasions: Usually busy in outdoor
like going to school, colleges, universities and
doing jobs.

activities

User Status: Regular usage

Attitude: Necessary part of everyday accessories.
Benefits: Good quality ingredients, atmosphere friendly packaging, prevent the skin
from getting damaged, prevent from aging skin and black head control.
o Demographic
Age: 18 to 40 years
We mainly focused on the customers having the age of 18 to 40 and the product is launched
to cover teenagers also.
Education: Students, graduates and Masters.
They have more knowledge of the product and usually prefer this product when they carry
out their outdoor activities.
Gender: Men and women both are focused as they both have skin problems.
Occupation: Students, working men and women
Students and working men and women both are targeted for our product, as these products
are usually used by them.
Life Cycle: Young, single and married
Young, single and married are targeted as they have more influence to buy such products.
Income: We will be targeting income groups who could afford our product easily.
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NEO-RELLA SUN BLOCK

We mainly target middle income group but we will make sure that our product
would delight higher income group as well.

Targeted Market
Narrow segmentation is avoided because sun care products are important for all
individuals. Mainly focusing on

The young adults who spend time outdoors. As they go to schools, colleges and
universities and sun could damage their skin in different ways.

Women and men in their mid-thirties who tend to stop using sun care
products. Especially those men and women who do jobs, they have to
care of their skin as they go outside more than the house wives. As regular
use of sunscreen appears to significantly slow the process of skin aging
middle-aged men and women so it is preferred for both. A study
revealed that adults up to age 55 who put on sunscreen more
frequently had 24 percent less skin aging compared with
men and women who used it only occasionally.

take
daily
among

We mainly target middle class people. As people belonging to

middle class usually travel by buses and bikes, they dont have the accessory of car that
could protect them from sun rays and prevent their skin from certain damages.

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NEO-RELLA SUN BLOCK

Product Review

We work hard in order to improve their quality of the product to gain customer satisfaction

and brand loyalty. Along with color and quality,

very attractive as it comes in different
shapes and sizes

packaging is also

Product Mix:

Parent Company: Nolo Cosmoceuticals

Category: Skin Care Sunscreen

Tagline/Slogan: Be the sunshine with Neo-rella

USP: A special anti-UVA-UVB filtering system gives extra protection to the skin, a
water resistant and has moisturizing properties because of organic ingredients. Also
controls black heads and premature aging of skin.

Saches will also be distributed for its sample testing.

Levels Of Product:

o Core :

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NEO-RELLA SUN BLOCK

Give protection from uv rays of sun beside it also slows down the development of black
heads, premature aging skin.
o Actual:
It helps to prevent black heads, facial brown spots and skin discoloration
Brand name:
The name of the product Neo- Rella
Features:
1. Spf 60 formula:
The SPF factor refers to how much longer it will take the skin to burn with the specified
SPF than it would take to burn with no protection at all. So, we used a higher SPF formula
in our product which provides longer lasting protection as compared to the other sun block.
2. Water resistant:
Sunscreens, however, can be water-resistant. So our product contains a water-resistant
which means rating of 40 or 80. Sunscreens that have a water rating of 80 might state they
are Very water-resistant.
3. Moisturizer and sunscreen:
Our sunscreen would work as a moisturizer as in winter our skin gets dried as dry skin very
commonly produces itching, which can be severe and interfere with sleep and other daily
activities.
4. Act as physical barriers to UV rays:
Neo-rella creates a physical barrier against the sun's rays. They physically block or scatter
both UV-A and UV-B rays. ), our product with an SPF of 80, would let a user remain in the
sun 60 times longer without burning.
5. Black head control:
Black heads are easy to spot on the skin because of their dark color, although they are
slightly raised. So our product NEO-RELLA also has a black head controlling effect.
Design:
Suitable and attractive packing.
Quality:

We give a best-quality product for our customers as they want innovated sunscreen
Best quality assurance would be our first priority. This would be ensured by

1. Acquisition of best quality raw materials

2. Total quality management
3. Implementing international quality standards
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NEO-RELLA SUN BLOCK

Augmented:

We give money back guarantee of our product in case of any harm or damage to the
user skin.
Feedback will be received by social media, or by marketers

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NEO-RELLA SUN BLOCK

Competitive Review

Our product has a number of direct competitors who are competing with us because of their
features and they are Neutrogena Ultra Sheer Dry Touch Sunblock, Lakme Sun Expert
Fairness Body Sunscreen Lotion and Lotus Herbals Safe Sun Absolute Broad
Spectrum Anti-tan Gel, Cooling Sunscreen. The Strength for our
competitors are that it is a highly popular brand due to advertising and
marketing, has strong R&D capability, High number of Variants
Available, excellent distribution network that would be a threat to
us.
And their weakness is that they have high prices and less
features and their opportunity is that beauty products market
is
growing with a significant rate so their products demand would also
increase.
And as we are entering in to the market so we may be a threat to them
in future
because of our product features and prices.
o

Sample of Competitive Products & Pricing:

Competitor
Neutrogena Ultra
Sheer Dry Touch
Sunblock 118 ML

SPF
50+

Lakme Sun Expert

Fairness Body
Sunscreen Lotion

SPF 24 PA ++

Features
Waterproof,
sweatproof, resists
rub-off , Noncomedogenic (won't
clog pores), Oil free
and PABA free, With
helioplex broad
spectrum ,
UVA+UVB PA+++
ultra-light clean feel
Leaves skin soft and
smooth waterproof
Dermatologist tested
Enriched with
antioxidant rich
ingredients such as
aloe vera and orange
flower extracts that
corrects past sun
damage and dark
spots and helps
reveal fairer and
more even skin tone.

Price
1,050.00

200 ml- Rs.225/- ;

5o gm- Rs.145/-

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Lotus Herbals Safe
Sun Absolute
Broad Spectrum
Anti-tan Gel,
Cooling Sunscreen

SPF 30

NEO-RELLA SUN BLOCK

Medium Protection
UVA PA ++, UVB
SPF 30, Normal to
Oily Skin. Safe Sun
Absolute anti-tan gel
is a medium
intensity cooling
sunscreen gel
especially
formulated for oily
& combination skin.
It has the soothing
goodness of
Calendula and
Vanilla Extracts.

Rs. 195 for 60 gm.

Channel and Logistics Review:

Neo-Rella sunblock will be distributed through retailers in the local market as it would be
available through super marts and departmental stores etc. And we will have our own
outlets where all the products of Nolo Cosmoceuticals would be available It could also be
purchased online through the web stores of these retailers, through specialty sites dealing in
skin care and skin care protection, and through auction sites like eBay.
Initially we will distribute our product in Karachi and then after analyzing its demand we
will expand its distribution to other cities as well.

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NEO-RELLA SUN BLOCK

SWOTS ANALYSIS

STRENGTH

WEAKNESS

Multi-functional for all kinds of

customers.
Dermatologist tested.
Suitable Price
Soft tube packaging.
Nobody offers this kind of product
like us with so many attributes.
High brand product.

OPPORTUNITIES

Customers now spend more on skin

care products
Age 20-40 of our target market is
60% into sun block in which
women holds 50 % share
Convincing marketing campaign
Less competition
350 price range; Suitable for all
More acceptable by consumers

Small size target market

Very few advertisements
Low publicity
Weakness can be a threat too

THREATS

New arrivals can be there

Anticipated marketing campaign
against market usage
Low price generic sunscreen products
like fair n lovely is a threat for us

PURPOSE ,OBJECTIVE and issues

o PURPOSE:
Our purpose is to:
Promote Neo-Rella sunscreen cream to
women who spend time in performing
the growth of black heads.

men and
outdoor activities for slow downing

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NEO-RELLA SUN BLOCK

o OBJECTIVE:
The marketing objectives of this plan are to increase awareness among consumers and built
better consumer loyalty

During the initial year in the market, our objective is entry large volume of
sales of 90,000 units.
Our second year target is promotion of our product in different cities.

o ISSUES:
First of all, the results of marketing research might be wrong, it is significantly important
that the information collected from the real market is accurate because the results would
affect the following decisions made on the product planning process, for example, pricingthe price may be too high in compare with the similar sunblock that already exists in the
market, therefore, customers will lose interest on our product.
Moreover, once the business gets started, there may be problems with customer relations; it
is required to pay much attention on customer services because basically, despite the
performance of the product itself, customer service promotes the next purchase

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NEO-RELLA SUN BLOCK

Marketing Strategy
Positioning:
As our product is innovative so we have a great chance to have a good market positioning
in the customers mind by providing them convenient, unique and value added product for
personal use and it is good for skin

Product Life Cycle Analysis/ Product

Strategy
There are 5 life stages of any product from development to decline. If we consider NeoRella Sun Block it is on second stage. The product is all new. So at Introduction Level our
sales are zero. It is just a matter of time for this product to climb the ladder of maturity
stage. It depend on product to product that how long its goanna stay in a particular stage.
Some product died after introduction but some stick to Maturity stage.
So our product strategy is that firstly we will sell 90000 units and in next year we will try
to increase our sales

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NEO-RELLA SUN BLOCK

Price/ Pricing Strategy

Neo-Rella will face a tough competition in market. So to avoid that will
we use Marketing Penetration pricing strategy, which
means initially the price will be sold at a cost effective
rate that will be potentially lower than other
sunscreen cream in the market in order to grasp
customers attention, to capture large market share at
initial stage and when we have achieved our goal of
market
capturing then we will increase the price of product and
move our
business in the national market.
Everybody can afford our product, as this product is not
targeted to any
particular segment of the market.
Product will be sold at the price of Rs.500 for a 50ml soft tube.

Place
There are many brands out there who supply their products on different shops for sell. Place
means the areas where Neo Rella Sun block is distribute and spread out. It should be
distributed so that it is within the reach of normal customers also. Means intermediaries are
involved. That is first type of marketing but as far as Neo Rella Sun block is concerned,
we will have our own Outlets where all the
products of Nolo Cosmoceuticals are available. We
will consider selective distribution of our product Neo
Rella Sun block is available at all supermarkets,
mostly at all grocery stores and shopping malls too.
All variables are interlinked where the main
ingredient of promotion and advertising plays an
important role in the success of Neo Rella Sun
block sales other than other elements such as
quality, packaging, etc.

Promotion/ Marketing
Communication
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NEO-RELLA SUN BLOCK

We will use a pull marketing strategy directed at end users. In this competitive market it is
very difficult to persuade women to switch
brands.
Following are the ways adopted by us
order to create awareness in
customers mind; we will reinforce the
brand name, point of product
differentiation through:

in

Media channels Like T.V our ads will be clean, well

on emotional chord and our company will use superstar Katrina

made, touch
Kaif.

Social Websites: Because social websites are become more easy medium for
communication to deliver our product information
Twitter: We will also do promotions on twitter by creating an account of our company and
following certain people, brands and companies.
Websites: We will also create a website of our company where we would mention detailed
information of our product in order to create awareness and attract customers.
Facebook page (NOLO): We will also create a page on Facebook named Nolo for the
promotion of our product.
Free testing/sampling: We will also enrich the customers with free sampling and testing so
that they would be able to create an image of our product in their mind and give responsive
feedback. We will arrange Kiosks near schools, universities and offices etc.
Billboards: We will also place billboards along highways and busy streets as people will
see our advertisement. Therefore, people will notice the billboard whether they like it or not.
Another added benefit is that many people travel the same route repeatedly, such as with
their commute to work each day. This means that they'll see our billboard regularly, which
makes it more likely to stick in their minds.
Personal selling: We will also focus on personal selling by approaching the customer
personally and describing our product and its features briefly.

Marketing Research
A careful market segmentation is critical to successfully selling products; you need to
understand what makes different consumers tick and how best to reach them. We
conducted an impressive market research campaign that can be modeled by other firms. We
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NEO-RELLA SUN BLOCK

also revealed significant demographic differences between men (who go for convenience),
women (who gravitate towards more luxurious products) and young adults. Through the
use of surveys and focus groups we were able to determine the attitudinal differences
between distinct segments of consumers. We used this research to develop our unique brand
positioning that includes making sun care as simple as possible, providing education about
the importance of protection and finding ways to reinforce that protection message.

Marketing Organization
Nolos chief marketing officer holds overall responsibility for all of the companys
marketing activities. The figure below shows the structure of our marketing organization.
We have hired qualified managers who would carry out certain marketing activities of our
company.

Action Programs:
We will launch our product in June as in June hotness is on its peak. The following actions
that we will use during first three month are as follows:
In order to create awareness to dealers for our product, we will issue 10 Million rupees for
sale promotion campaign. We will give the detailed information about product to the
dealers & retailers.
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NEO-RELLA SUN BLOCK

We will launch our product in June. After launching the product we will focus on
production according to demand supply & market forces. According to the good feedback
from the customers, we would like to extend our scale. Because of the scale of our
company we will get more share of the market, we would like to corporate with other
companies. Along with this strategy we will also focus on advertisement by T.V, newspaper
& internet.
In July we will change our promotion strategy for our product according to current
marketing situation.

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NEO-RELLA SUN BLOCK

Budget Estimation:

Quantity
Price per unit
Estimated Sales unit
Total revenue
Cost
Material cost
Labor cost
Total cost
Profit
Total Profit
Less Operating expenses:
Advertising expense
Salary expense
Wages expense
Transportation expense
Utility expense
Miscellaneous expenses
Total expense
Net Profit

Per unit
500
350,000
175,000,000
500
250
750
250
175001750
10,000,000
5,000,000
100,000
10,000,000
20,000,000
1,500,000
46,600,000
221,601,750

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NEO-RELLA SUN BLOCK

Controls & Contingency Planning

To maximize the return on a marketing plan, there need to be controls in place to monitor
the plan's progress. We are planning tight control on the overall activity in order to provide
best quality and to give superior value to customer. This will
help us to
understand and solve any problem that may occur. We will
also develop some
contingency plans according to thelead of current
situation.
In order to measure the impact of our plan on our
target audiences, we will predominantly use two tools:
our percent of market share and the data returned
from consumers who buy our products and mail in the
promotional tie-in. The percent of market share will quickly
tell us how successful our new products are and their effect on our existing product lines.
The consumer data will provide good marketing research as to whether our products are
being purchased by the targeted customer segment and what their initial reactions are to
using our products. If our market share is not matching our expectations, the mail in data
will also provide clues as to what changes we should make.

Conclusion
As we are new to the market so it will take time for us to penetrate in the market. But our
brand will be introduced with unique features that would satisfy the
customers and will create a stable position in the market. Because of
its
unique composition it will adjust with many popular
brands. Neo-Rella Sun Block will surely take their,
customers attention because it has got all what a girls/women and
men
needs for skincare.

Be the Sunshine with Neo-Rella and

Beat the Sun and Face it with Confidence.

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