PRINCIPLE OF MARKETING

VASELINE’S

SUBMITTED BY:
MUHAMMAD MUBEEN UL HAQ
I.D=20151-19093

SUBMITTED TO:
SIR ADNAN BASHIR
Contents
HISTORY:............................................................................................................................3
MISSION STATEMENT:.....................................................................................................3
PRODUCT’S OBJECTIVES:...............................................................................................4
MARKET SHARE OBJECTIVES:........................................................................................4
MARKETING OBJECTIVES:..............................................................................................4
PROMOTIONAL OBJECTIVES:.........................................................................................5
SURVIVAL OBJECTIVES:..................................................................................................5
ADVERTISING OBJECTIVES:...........................................................................................5
PRODUCT REVIEW...........................................................................................................5
COMPETITORS REVIEW:..................................................................................................6
SWOT ANALYSIS:...............................................................................................................6
PEST ANALYSIS:.................................................................................................................7
MARKET SEGMENTATION:..............................................................................................7
TARGET AUDIENCE:.........................................................................................................9
POSITIONING:...................................................................................................................9
THE PRODUCT LIFE CYCLE:........................................................................................10
MARKETING MIX.............................................................................................................11
PRODUCT:........................................................................................................................11
LINE EXTENSION:...........................................................................................................11
QUANTITY:.......................................................................................................................12
PRICING:..........................................................................................................................13
DISTRIBUTION:...............................................................................................................13
PROMOTION:...................................................................................................................14
LAUNCH OF STYLEON:..................................................................................................15
BREAK EVEN ANALYSIS:................................................................................................15
CONCLUSION:.................................................................................................................16
HISTORY:

The Vaseline journey started in 1859, when a 22 year old chemist from Brooklyn, New
York named Robert A. Chesebrough, went to Pennsylvania to investigate an oil well.
Chesebrough noticed that a gooey substance called “rod wax” was causing problems in
the oil fields as it got stuck on the drill. He got curious and brought some of the stuff
home. He experimented and came up with a useable petroleum jelly calling it “Vaseline.”
By the late 1880s, Chesebrough was selling Vaseline Petroleum Jelly nationwide at the
rate of one jar per minute and most medical professionals recognized Vaseline Petroleum
Jelly as the standard remedy for skin complaints.

By 1911, the company began opening operation plants and factories in Europe, Canada
and Africa for manufacturing and distributing the product.

In 1987, Unilever purchased Chesebrough-Pond's merger, acquiring successful,

internationally known brands such as Pond's and Vaseline®.

Today, Vaseline products are available in over 60 countries across the world. Its rich
heritage, healing qualities and efficacy have been passed on from generation to
generation for over 130 years.

MISSION STATEMENT:
“Our mission is to provide the knowledge, advice and products that enable everyone
to enjoy great, healthy looking skin every day.”
PRODUCT’S OBJECTIVES:
Style On focuses on making quality products. Therefore, Style On's overall objectives
are:
 To create better products.
 To sell the gel at a reasonable cost.
 To achieve customer satisfaction in response to changing market trends.
 To achieve high market share.
 To make our products easily available through effective distribution.
 To maintain our standards at all times.

MARKET SHARE OBJECTIVES:

Style On is a new product in the market. Therefore it is in the introduction stage. It won’t
be easy to penetrate in the market and immediately to get a big market share.
Market share plan has been designed for the first five years at start.

First two years:

Style On aims to achieve 15% of Karachi’s market share and to reach breakeven by the
end of the second year, so that the company generates profit by the start of the third year.

Third, fourth and fifth year:

To penetrate in the market even more. Style On aims at capturing 50% of the market by
the end of the fifth year.

MARKETING OBJECTIVES:
Our main objective is to have a sustainable share in the market which we likely to
achieve by the following:
 Assessing the concept of product acceptability, credibility and perceived
benefits.
 Examining consumer’s assessment of the product, in terms of product
performance and related benefits.
 Exploring consumers’ reaction towards packaging.
 Understanding consumers’ perception of quality advertisement in terms of
its impact.
  By strong and effective marketing mix strategies we want to build strong
business relationship with our valued customers.

PROMOTIONAL OBJECTIVES:
To increase trail of Style On Herbal Hair Gel in the beginning in supermarkets and at
malls e.g. Forum, Park towers, Aghaz, Naheed, Imtiaz, and Dolmen Mall. Further we
want to initially start off our promotion through salons which will help us in promoting
the product. All this will bring awareness which is our prime objective. This will also
help us in establishing our brand name. The key objective is to market our product and
achieve the desired market share and will focus on consumer relationship building.

SURVIVAL OBJECTIVES:
1. During first year maximum focus on advertisement and market surveys to obtain
consumer – oriented results to decide future strategies.
2. Affordable pricing rates and more on promotion and the product quality so that
people get maximum benefit at affordable price.
3. In the second year distribution would be the prime focus to ensure availability of
the product.
4. Return –on-investment would be analyzed to decide the future objectives.
5. Inducing additional features to make product more enriching for sustainable
competitive advantage.

ADVERTISING OBJECTIVES:
To bring awareness, promote our product and build strong customer relationship through
effective advertising strategies and selecting the right media.

PRODUCT REVIEW
Style On is a hair styling product that is used to stiffen hair into a particular hair style. It
is actually a combination of nutritional hair thickener and styling gel. It leaves the hair
looking luxuriant and healthy. An exclusively rich combination with intensive moisture
gives long lasting hold for creative styling effect. It repairs the hair, helps prevent color
fading, helps to prevent hair loss, helps to remove dandruffs and also it’s an all-round
nutrient which conditions and repairs split ends. It is a must for all types of hair styling.
The product with its herbal ingredients and special formulation leaves the hair very shiny
with a tremendous feel. Style On hair gel contains no animal by-products.

The key benefits are:

1. No artificial ingredients.
2. 100% natural.
 3. No side effects.
4. No damage to hair.
5. Certified organic ingredients
6. Contains no chemical additives or synthetic preservatives.

COMPETITORS REVIEW:

There is no direct competitor as there is no company producing HERBAL hair gel at

present in Karachi.
 As per our market research there are many indirect competitors among them most
prominent is L’OREAL.

 Other indirect competitors are GARNIER, BRILL and SETWET etc.

 Consumers mostly go for brand as compare to price.

 The unique quality of our product is that it is 100% herbal which will be
attracting the consumers of the existing market.

 None of the existing gels are herbal.

SWOT ANALYSIS:

STRENGTHS:
1. The only HERBAL HAIR GEL product in Pakistan.
2. Herbal product line.
3. Innovativeness in promotion.
4. Availability.

WEAKNESSES:
1. New product it will take time to capture the market.
2. Profitability uneven.

OPPURTUNITIES:
1. Extend the brand to new products in hair categories.
2. Exploring new geographical areas local as well as global.
3. Huge market.
THREATS:
1. Sectors from well-established names.
2. Markets where herbal products are not recognized.

PEST ANALYSIS:

PEST Analysis stands for “political-economic-social-technological” analysis. Basically it

analyzes the current political, economic, social and technological factors which affect the
market as well affect the product itself. Moreover, it’s an analysis of a macro economic
factors which a firm cannot help. However, a firm should take these factors into account
before launching a product for a healthier marketing. In case of herbal gel, analysis
reveals these facts:

POLITICAL:
1. Change in Government policies would affect the marketing initiatives.
2. Change in tax structure would increase cost of production.
3. Pressure groups may doubt the quality of product contents.

ECONOMIC
1. Costumers have limited purchasing power due instable economic condition, thus
pricing to be done accordingly.
2. Higher business risk due to lower investment caused by as certain economic
scenario.
3. Economic instability makes business less sustainable.
   
SOCIAL:
1. Due to rigid market competition makes it difficult for new entrants.
2. Cultural changes may also affect the marketing activities.

TECHNOLOGICAL:
1. The hair care industry is rapidly changing using new technologies to nourish hair. 
2. An advanced product with more nourishing ingredients is a threat.

MARKET SEGMENTATION:

Geographic Segmentation:
Country: Pakistan
City: Karachi at present
Since we are a new company we want to first observe the reactions and acceptance of
people for our product
Demographic Segmentation
Age: 15 – 35 years
Through market research we got to know that people belonging to 15-35 age groups are
more outgoing and social and prefer styling and are more conscious about their looks.
Gender: Male.

Education: Higher secondary to post graduate.

It is important to be educated in order to understand the product and to be aware of the

herbal gel.
Income: 30,000+
In order to meet the daily basic requirements people with less income level would not go
for such styling products.

Psychographic segmentation:
Social Class: Middle class and upper class.
Life style: Outgoing life style.
People who are fond of music, movies and like to party.
Personality: Style conscious.
Looks conscious.

Behavioral Segmentation:
Occasions:
1. Parties
2. Wedding ceremonies.
3. Special events.
Some people only go for such styling product occasionally.
Benefits:
1. The product is herbal. Therefore, it won’t cause any damage to the hair.
2. It is a fragranced product.
3. It is affordable.
4. It does not get affected by humidity.

5. Frizz free all day.

6. Non-Flaking.
7. Brilliant shine.
8. Aloe Vera enriched.
9. Provides deep nourishment into hair follicles.
10. Long lasting hold.
11. Anti-dandruff.
User Status:
1. Regular buyer
People who are already using hair gels may get convinced to our promotional activities
and might switch over to our product
2. New buyer
People who are afraid to use a hair gel due to hair damage might start using gel as our
product is 100% herbal
Usage rate:
Once in a month
Loyalty Status:
The loyalty status will be increasing because our product have got the unique value
addition which provides superior value that cannot yet being given by any other hair gel.
Attitude toward product:
We are focusing on creating good image and definitely going to have a positive attitude

TARGET AUDIENCE:
1. People belonging to age group 15-35. Mainly youth, that includes students and
office going people.
2. Who are style conscious and care about their hair.
3. People having income level of approx.30, 000 or more.
4. People who have an outgoing life style.

USP:
100% Herbal

POSITIONING:

STYLEON is positioned as a hair styling plus as a hair care product formulated by

natural ingredients that nourish and replenish the essence of beauty.

“STYLE AND SHINE NATURALLY”

1. The idea is to make the customer feel secure using it as the gel is herbal.
2. To position as style without fear of losing hair.
3. The major support point is that no company in Pakistan has yet come up with the
idea of having natural herbal ingredients in a hair gel.
4. It has no as such competitors at present. Therefore, the gel will stand out and grab
attention as being the only herbal gel.
5. People conscious about their hair will gradually divert to Style On herbal hair gel.
THE PRODUCT LIFE CYCLE:

The stages through which individual products develop over time are commonly known as
the "Product Life Cycle". A product's life cycle (PLC) can be divided into several stages
characterized by the revenue generated by the product.

1. Introduction
2. Growth
3. Maturity
4. Decline

Style On herbal hair gel is a new product in the market. Therefore, it will be placed in the
introduction stage.

Sales:
The sales are not that high in the start as the product is new. The revenue generated is not
much at the initial stage.

Cost:
We set our pricing according to the existing market prices.

Profit:
It is more likely to suffer from losses in the beginning but it will soon generate profit as
we reach the breakeven point. Its marketing mix will allow us to achieve our goal in time.
MARKETING MIX

PRODUCT:

Style On is a hair styling product that is used to stiffen hair into a particular hair style. It
is actually a combination of nutritional hair thickener and styling gel. It leaves the hair
looking luxuriant and healthy. An exclusively rich combination with intensive moisture
gives long lasting hold for creative styling effect. It repairs the hair, helps prevent color
fading, helps to prevent hair loss, helps to remove dandruffs and also it’s an all-round
nutrient which conditions and repairs split ends. It is a must for all types of hair styling.
The product with its herbal ingredients and special formulation leaves the hair very shiny
with a tremendous feel. Style On hair gel contains no animal by-products.

Benefits:

The key benefits are:

1. No artificial ingredients.
2. 100% natural.
3. No side effects.
4. No damage to hair.
5. Certified organic ingredients
6. Contains no chemical additives or synthetic preservatives.
7. Available in sachet as well.

LINE EXTENSION:

We are coming up with four line extensions for four types of different hair. They are
1. For Frizzy hair.
2. For Dry hair.
3. For Normal hair.
4. For Oily hair.

1. For frizzy hair:

A water based gel containing oils of coconut, safflower, peach basil and Aloe
Vera, African Shea Butter, extracts of calendula flowers, coltsfoot, Horsetail,
birch, Neem, Rosemary and onions. Plant proteins, vegetable placenta extract,
 Biotin, vegetable extract, essential oil of Rose and natural preservatives with
vitamins A, B, C and E. The main ingredient present for frizzy hair is Olive
oil. Olive oil gets rid of the frizz and it is anti-static.

2. For normal hair:

A water based gel containing oils of coconut, safflower, peach basil and Aloe
Vera, African Shea Butter, extracts of calendula flowers, coltsfoot, Horsetail,
birch, Neem, Rosemary and onions. Plant proteins, vegetable placenta extract,
Biotin, vegetable extract, essential oil of Rose and natural preservatives with
vitamins A, B, C and E. The main ingredient present for normal hair is Green
tea extract. Green tea extract (from the plant leaf) works as an antioxidant and
anti-inflammatory, and also repairs and strengthens.

3. For dry hair:

A water based gel containing oils of coconut, safflower, peach basil and Aloe
Vera, African Shea Butter, extracts of calendula flowers, coltsfoot, Horsetail,
birch, Neem, Rosemary and onions. Plant proteins, vegetable placenta extract,
Biotin, vegetable extract, essential oil of Rose and natural preservatives with
vitamins A, B, C and E. The main ingredient present for dry hair is Lavender.
Lavender is an effective herbal treatment for dry and brittle hair.

4. For oily hair:

A water based gel containing oils of coconut, safflower, peach basil and Aloe
Vera, African Shea Butter, extracts of calendula flowers, coltsfoot, Horsetail,

birch, Neem, Rosemary and onions. Plant proteins, vegetable placenta extract,
Biotin, vegetable extract, essential oil of Rose and natural preservatives with
vitamins A, B, C and E. The main ingredient present for oily hair is
Eucalyptus. Eucalyptus acts to reduce sebum buildup and promote body.

QUANTITY:

Sachet: 5ml
Standard tube: 150ml
Large tube: 250ml
PRICING:

Packaging Quantity Price/ml Cost in Unit Selling Profit/Unit

(with all (in rupees) Price
exp) (retailer)

Sachet 5ml Re.1 Rs.5 Rs.12 Rs.7

Standard 150ml Re.1 Rs.150 Rs.270 Rs.120
Tube
Large Tube 250ml Re.1 Rs.250 Rs.520 Rs.270

Final Price to consumer:

Sachet (5ml): Rs.15
Standard Tube (150ml): Rs.300
Large Tube (250ml): Rs.600

Pricing Strategy:
We set our pricing according to the existing market prices.
We won’t go for lower rates as we want to build an image and maintain our standard.

DISTRIBUTION:

We will be targeting Karachi with selected locations. We have divided Karachi into
following towns.

1. Shahra-e-Faisal
2. Defence
3. Clifton
4. Gulshan-e-iqbal
5. Tariq Road
6. Bahadurabad
7. North Nazimabad
8. F.B.Area
9. Gulistan-e-johar
10. Saddar
Further just to make sure the product is easily available in the market we would place it
in the super stores, malls and salons. We would provide the stores with special shelf
space. We would place our product at the posh area, from the observations we have
noticed that these areas would have and cater demands for the Hair Gel.

PROMOTION:

We have made a promotional plan that includes both print and electronic media. Along
with theses advertisements we have provided the stores with our own shelf spacing for
placing Style On herbal hair gel. Before officially launching our product in the first week
we would publish our teaser. Then we would publish our four main ads which will be in
series and relating to each other, every Sundays. This promotion strategy would be more
towards creating awareness about the product, as now the product is launched and
consumers should be aware that there much needed product which 100% pure is now in
the market.

Promotion Strategy:
Since our product is new in the market so we shall be using both push and pull strategy
for first 3 months at introduction stage just to bring awareness at first.
Then after 3 months we’ll go for push strategy at growth and maturity stage to keep them
reminding that our product is still in the market.

Promotion Tool:

We would hire a hair stylist for 2 weeks to market our product .The hair stylist will going
to give demos on how our product would be beneficial for your hair and would give away
free samples to our valued customers, and this shall be done at leading stores, salons and
super markets and educational institutions and areas of Karachi where we can easily
target our audience at large scale. We would carry 2 days activity in Park Towers by
arranging a small setup where people would be asked about their problems regarding hair
fall that results after applying gels. We would give an opportunity to our valued customer
to participate in which the hair stylist would give them the desired hair styles they want to
carry. And we will provide every participant with a gift hamper from Style on and their
pictures would be displayed on our stick on boards. They will be asked to write
comments so that we will get to know about the feedback and would built relationship
with our valued customer which is the prime objective of Style On.
Sales force strategy:
Our product will target specific areas of Karachi so we need to have “Territorial” sales
strategy.

1. First week: we come up with a teaser (press ad) for two days Sunday and next
Saturday
2. Then on Sunday onwards we will be publishing our 4 main ads every Sunday for
2 months.
3. At the same time the hair stylists would bring awareness through our promotional
campaign. Ejaz Romero would hold an activity in park towers for 2 days that
would be on weekends Saturday and Sunday. Other than that the other stylist
Nabeelah would help in promoting our gel in educational institutions.

LAUNCH OF STYLEON:

The launch strategy of any product is critical- We have two targets for our products- trade
customers who stock the product and consumers who buy it. In recent years, product
launching has become anart which can make and break a product. A successful aware of
the new launch makes potential customer aware of the new product and keen try it.

LAUNCH DAY- On the day of the launch, we will throw a launch party at one of the
renowned salon where there will be a hair stylist and will going to launch it officially and
this will going to establish a brand image as well. As this would be going on we would
also have our members handing out free sample bottles to all our guests. Simultaneously,
we would start running the TvC and print ads.
STYLE AND SHINE NATURALLY.

BREAK EVEN ANALYSIS:

 Total Investment = Rs. 7, 000, 000

 No. of shops we target = 70 (including hair saloons)
 The 150 ml tube of gel costs 300.
 If a shop sells just a single gel per day: 300 * 70 = Rs. 21, 000
 Sales per month: 70 * 30 = Rs. 2, 100
 Revenue per month: 2, 100 * 300 = Rs. 630, 000.
 Sales per year: 70 * 365 = Rs. 25, 550
 Revenue per year: 25, 550 * 300 = Rs. 7, 665, 000
  The above analysis shows that we’ll recover our investment maximum by the end
of the 11th month.
CONCLUSION:

Concluding it all up, Style On Company is getting into the competitive marketing world
because we believe that we have the capabilities and strength to make our customers
happy and help them to have better looking healthy hair, with this belief we are launching
Style on herbal hair gel. We are confident that it will catch the attention of our target
market and thus will provide them the essential benefits. We hope to build strong
relationship with our valued customer which is our prime objective.