Presented By:
Hina Yousuf
Sana Jafri
Aqib Awan
Abbas Sherazee
Jahangeer Ali Khan
Faizan Ahmed
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Stardust Private Limited
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Pure – Moisturizing Hand Wash
Fresh – Body Wash
Face Factor – Gentle Face Wash
New Product
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O0
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Hina Yousuf
Sana Jafri
Faizan Ahmed
Jehangeer Ali Khan
Abbas Sherazee
Aaqib Awan
CEO
Director
Marketing
Director
Finance
Director
Human
Resources
Director
Production
Brand Manager
Manager
Finance
Manager
Human
Resources
Manager
Production
Advertising
Agency
Accountants
Creative
Account
Executive
Assistant Brand
Manager
Human
Resource
Executives
Production
Supervisor
Director Sales
Manager
Sales
Sales
Executives
Distribution
Manager
Assistant
Distribution
Manager
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‘To manufacture and supply premium quality
deodorant sprays to consumers at a cost
effective yet profitable price. Build positive
relationships with customers and satisfy
customer life style and hygiene needs.’
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‘To establish ourselves as the only deodorant
manufacturing company in Pakistan that
produces premium export quality deodorants
to consumers within and outside Pakistan. Our
vision is to break the perception of associating
low quality with locally manufactured
products.’
Market Shares of Deodorants
Axe
13%
Other Deodorants
14%
Lynx
3%
Impulse
8%
Rexona
6%
Gillette
5%
Fa
13%
Nike
11%
Adidas
11%
Sure
10%
Nivea
6%
Market Shares of Direct & Indirect Competitors
All Deodorants
3%
Alternatives
15%
Perfume
42%
Talcum Powder
40%
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Age
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Target market 13 – 25
Habitual users
Life Stage
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Middle School, High School, College, or University
Fresh Graduates
Fresh Career
People who are interesting in leisure activities, such
as parties and sports
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Use
The uses of 0º will be as follows:
 Daily grooming
 Personal care and hygiene
 Getting dressed
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0º is targeting the upper-middle and upper
class individuals of Pakistan in:
Karachi: Areas include Defence, Clifton, KDA,
Bahadurabad, and North Nazimabad
Lahore: Defence, Gulberg, Liberty, Lahore
Cantt, and Model Town
Islamabad: Most of Islamabad is included in
the geographic location
Faisalabad: Most of Faisalabad is included in
the geographic location
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0º will be the only deodorant manufacturer in Pakistan
Since it will be a manufacturer within Pakistan, there will be no payments
of customs
State-of-the-art imported machinery
Established corporate image
Low cost labor
Self-generated power supply
Strong liquidity base
Low priced product
Centralized organizational hierarchy
Strong research into target market
Sex appeal used in advertisement, which attracts people
Commitment towards customer satisfaction
Commitment to provide reliable products of high quality
Caters to both genders
Only one other deodorant brand (Rexona) advertises in Pakistan
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Imported ingredients
Startup cost of capital equipment
Inexperienced employees
Training requirements
No brand recognition
No scent variety
Not accredited by any quality control body
No previous experience in deodorant market
Less market share in initial stages of product life cycle
Not many deodorant users exist in the market (3%
penetration in entire population)
0º only targets the upper-middle and upper classes, thus
there is a restriction to the strategies being used
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Expanding targeted markets
International expansion
Increasing shelf-space
Vendor Supply System
Large numbers of sales can lead to economies
of scale
Introducing variants in the future
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Reluctance of consumers to try new and locally
manufactured product
Political instability
Competition by large and established
multinational corporations
Emergence of more brands
Price wars
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Political Issues
Gang Wars
 Strikes
 Change in Government Regulations
 Taliban Threats
 Security Concerns
 Public Holidays
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Economical Issues
Global Recession
 High Inflation Rate in Pakistan
 High Rate of Borrowing
 Globalization: The phenomenon of globalization has
led to several famous and large brands of
deodorants from different countries being
recognized and accepted by consumers.
 High Fuel Prices
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Social Issues
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Small Target Market
Social Acceptance
Nuclear Families
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Technological Issues
Lack of Machinery
 Lack of Skilled Labor
 Lack of Electricity
 Lack of Raw Materials
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Price
Production
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Product
Place Distribution
Price
Promotion
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Female Deodorant Ingredients
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Butane
Isobutane
Propane
Parfum
Cyclomethicone
Aluminum Chlorohydrate
Talc
Disteardimonium Hectorite
Dimethicone
Octyldodecanol
Butyloctanoic Acid
Theobroma Cocoa Extract
Cocoa Seed Butter
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Men’s Deodorant Ingredients
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Alcohol Denat
Butane
Isobutane
Propane
Parfum
Isopropyl
Myristate
Propylene Glycol
Linalool
Citral
Benzyl Alcohol
Benzyl Benzoate
Eugenol
Men
Women
Fa (150ml)
150
150
Sure (150ml)
190
185
Nivea (150ml)
260
280
Axe (150ml)
160
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Lynx (150ml)
160
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Rexona (Roll-On)
90
90
Adidas (150ml)
170
165
Nike (150ml)
170
165
Gillette (150ml)
195
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Impulse (150ml)
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120
Men
Women
Raw Material Cost
30
34
Overhead Cost
4
4
Labor Cost
4
4
Promotional Cost
34
34
Distribution Cost
3
3
Profit
6
6
Total Cost
81
85
Distributor Margin (10%)
4.05
4.25
Cost Before Sales Tax
85.05
89.25
Sales Tax (16%)
13.608
14.28
Cost After Sales Tax
98.658
103.53
Retailer Margin
9.8658
10.353
109
114
Maximum Retail Price
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Manufacturer
Wholesaler
Retailer
Consumer
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Penetrate market by 3% in the first fiscal year
Establish competitive prices to capture markets
Create brand awareness through heavy advertising
Solidify distribution base
Build PR through launch event
Achieve high state of product awareness and recall
Achieve economies of scale by June 2010
Build better relationship with wholesalers than
rivals
Have a better reputation with customers than
rivals
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To achieve 20% return on capital employed by
June 2015
To gain 10% of the market share by 2019
Diversify product range by 2015
Achieve growth of 60% by 2016
Capture different target markets
Establish brand loyalty and equity
Export 0º to far-east and middle east markets
by 2025
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Advertising
Facebook
 GT Magazine
 96.0 FM
 89.0 FM
 Billboards
 Dawn Newspaper
 Daily Times Newspaper
 Play TV
 Style 360
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Promotional Campaigns in
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Supermarkets
 Karachi: Agha’s, Ebco, My Superstore, and DMart
 Islamabad: D. Watson, Shaheen, Herald, Jinnah
Superstore, and Shams Store
 Lahore: HKB, Pot Pourri, Zakah Pharmacy, Liberty,
and Europa
 Faisalabad: All large stores
Middle Schools and High Schools
 Colleges
 The best Gyms in each city (such as Shapes and
Lifestyle in Karachi)
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This would be done in the sense of getting
media publicity by having reviews and articles
written about 0º in magazines and
newspapers. There could also be TV and radio
presentations given. 0º could also host or take
part in charitable events and contributions.
Promotional Budget for Men’s Deodorants (Rs. 109)
Total No. of Cans Sold per retailer, per month
20
Total Sale per year
240
Total No. of Retailers
2500
Total Cans Sold per year
Total Sale
Promotional Cost Per Can
Total Cans Sold per year
Annual Promotional Cost for Men’s Deodorants
600,000
Rs. 65,400,000
34
600,000
20,400,000
Promotional Budget for Women’s Deodorants (Rs. 114)
Total No. of Cans Sold per retailer, per month
20
Total Sale per year
240
Total No. of Retailers
2500
Total Cans Sold per year
Total Sale
Promotional Cost Per Can
Total Cans Sold per year
Annual Promotional Cost for Men’s Deodorants
600,000
Rs. 68,400,000
34
600,000
20,400,000
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Total Annual Promotional Cost =
Rs. 20,400,000 + Rs. 20,400,000
= Rs. 40,800,000
Total Annual Sales (Forecasted) =
Rs. 65,400,000 + Rs. 68,400,000
= Rs. 113,800,000
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Facebook
GT Magazine
Billboards
Dawn Newspaper
Daily Times Newspaper
Play TV
Style 360
96.0 and 89.0 FM
Event
Total Budget – Rs. 40,800,000
1.50%
5%
30%
22%
Event
Print Ads
Billboard
12%
Radio
29.50%
TV
Internet
Television:
Dawn News
Style 360
Play TV
1 minute advertisement at prime time – 6pm to
10pm. 5 times daily
Radio:
96.0 FM
89.0 FM
15 second advertisement at prime time – 6pm to
10pm. 5 times daily
Billboards:
4 Billboards in Karachi
2 Billboards in Lahore
1 Billboard in Islamabad
1 Billboard in Faisalabad
Karachi: 2 Talwar, 3 Talwar, Shahrah-e-Faisal,
Clifton Bridge
Lahore: Liberty, Gulberg
Islamabad: Block F-9
Faisalabad: Anywhere
Internet:
Facebook
Magazines:
GT
Once every month – full page advertisement
Newspaper:
Dawn
Daily Times
Dawn: Twice every month, so 6 times in the
quarter
Daily Times: Only on Sunday supplement
Event
Product Launch Event