ELViVE dry shampoo

INSOLITO PVT.

BUSSINESS PLAN ON ELVIVE DRY SHAMPOO BY INSOLITO GROUP OF INDUSTRIES

SUBMITTED TO: MISS AFSHAN SALEEM SUBMITTED BY: OWAIS HANIF MURTAZA JOOZER TEHREEM KAMAL SANA MASOOD AHMED ANSARI HAFIZ SAAD DATE: 26.DEC.2011

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ACKNOWLEDGEMENT

INSOLITO PVT.

Expressions have their own boundaries but this citation is an attempt to acknowledge the support given to us during the project. We would like to express our gratitude towards our faculty guide Miss AFSHAN SALEEM for her time steering. Without her valuable guidance this project would not have been successful. We would also like to thank my company guides (territory managers) INSOLITO PVT. Ltd for its prop up and encouragement. We are extremely grateful to INSOLITO PVT. Ltd for giving me the opportunity to complete this assignment in their esteemed organization. We are thankful to each other as without our teamwork, co-operation, counseling and help in facilitating a smooth execution of this project would not have been possible. This assignment could not have been successfully completed without their sincere guidance. Above all we are thankful to the almighty Allah for empowering us and ushering our way to sufficiently address our duties.

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ELViVE dry shampoo

EXECUTIVE SUMMARY

INSOLITO PVT.

This project deals specially with overall ELVIVE marketing mix, internal analysis, its micro and macro environment, marketing research and behavior of end consumers for dry shampoos. Today Shampoo and hair products are no more just a requirement for the consumer, but a luxury commodity. Pakistan is a growing market touching world standards in Hair product markets. With local competition in the market it is difficult for new entrants to enter the market and establish themselves. Since upper middle class and middle class income groups in South Asian countries like Pakistan and India are growing rapidly, the consumption for such products will also increase at a faster pace. We have focused on the brand awareness among beauty Salons, Hair Salons, and end consumers and tried to sneak into those factors which they look for while buying any Hair product. We also found out what are points and parameters which are prompting a consumer from awareness to consideration. During this we also made some informative advertisement to create awareness among Pakistani buyers (Since the product is new to Pakistani markets). Since internet today is the most cost effective and extensive reach for consideration set. Amid we also studied distribution channel for INSOLITO PVT.Ltd and its competitors. Report contains detailed analysis of distribution channel of INSOLITO PVT.Ltd. Our study area is Karachi, Sindh. Karachi is the fastest growing city in Pakistan. These facts make this area most suitable to undertake our study.

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ELViVE dry shampoo

INSOLITO PVT.

MISSION/VISION STATEMENT & GOALS

MISSION STATEMENT INSOLITO PVT's mission is to add Vitality to life. We meet every day needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. To succeed also requires, we believe, the highest standards of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact.

VISION STATEMENT To earn love and respect of Pakistan, by making a real difference to every Pakistani.

GOALS AND OBJECTIVES The main goal and objective of INSOLITO PVT.LTD is to maximize the profitability and have a respectable public image as to make sure the organization work towards the vision and mission statement of the firm. While on the other end INSOLITO PVT.LTD aims to launch several other products in the same line as fast moving consumer goods.

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ELViVE dry shampoo

COMPANY SUMMARY

INSOLITO PVT.

COMPANY BACKGROUND: INSOLITO PVT.LTD is a fast moving consumer goods which is on the initial stages. Right now we are a new firm in the market launching a dry shampoo which is comparatively a new product in the Pakistani market. INSOLITO PVT.LTD is a privately owned firm, its major investments are being financed by its chief executives Murtaza Joozer, Owais Hanif and Ahmed Ansari. The milestone for INSOLITO PVT.LTD was on 1 December 2011 when the company was entitled in the private trading deed signed by the CEO Murtaza Joozer. MARKETING METHODS:

Sales
3% 7%

SINDH
25%

PUNJAB BALOCHISTAN
65%

PESHAWAR

The above pie chart shows the projected annual sales in different provinces of Pakistan through our marketing methods. The aim is to achieve the projected market turnover that is 500 million. In order to reach our projected target we have implemented different techniques. We maintain a very close and professional relationship with our suppliers as to eliminate all possible problems that might occur. While on the other hand a prototype of the product was launched in order to anticipate the overall market of ELVIVE.
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ELViVE dry shampoo

MANAGEMENT AND ORGANISATION:

INSOLITO PVT.

CEO
MURTAZA JOOZER

COO
OWAIS HANIF

CFO
AHMED ANSARI

MARKETING
TEHREEM KAMAL

PRODUCTION
HAIFZ SAAD

PUBLIC RELATIONS
MOHSIN HAYAT

RESEARCH
SANA MASSOD

The core management of INSOLITO PVT.LTD is divided into different categories reflecting a pyramid shape hierarchy. The list of positions is as follows: Chief Executive Officer: This position is being currently handled by Murtaza Joozer dealing with the main responsibility to visualize the company growth in future and direct it towards the best possible outcomes. Chief Operating Officer: Owais Hanif is the designated COO of INSOLITO PVT. LTD. COO main responsibility is to ensure safe and sound operations of the organization as directed by the vision of the CEO with authority being delegated to different first line managers. Chief Financial Officer: INSOLITO PVT. LTD CFO is Ahmed Ansari who basically deals with the financial strategies and makes sure the operations budgets meets the ends as to ensure maximum profitability and is in charge of employees funds and salaries but this task is mainly delegated to lower levels.
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ELViVE dry shampoo

INSOLITO PVT.

First Line Managers: FLMs has been divided into four major departments, Marketing being handled by Tehreem Kamal ensuring effective modes of marketing techniques for the betterment of organization, Production department being handled by Hafiz Saad whose main responsibility is to ensure cost effective production methods and come up with innovative ideas for the production of goods and services for INSOLITO PVT. LTD, Mohsin Hayat is the in charge of Public relations who deals with the public image and media of the INSOLITO PVT. LTD in order to make a good image in the eyes of its customers and public generally, lastly the research department is being dealt by Sana Masood who deals with the innovation of ideas, techniques and detail customer behavior research regarding the goods and services of INSOLITO PVT.LTD.

OWNERSHIP STRUCTURE: INSOLITO PVT.LTD is privately owned company whose shares are held within the company structure mainly by the executive officers who has signed a deed in order to be listed as a PVT firm, INSOLITOs main stake holders are: Murtaza Joozer Owais Hanif Ahmed Ansari

SOCIAL RESPONSIBILITY: INSOLITO PVT.LTD puts a great amount of its time and resources to be an active part of the society and work for the betterment of its employees as we believe in a cyclical effect. Water is a very scarce resource therefore INSOLITO PVT.LTD after years and years of research came up with a shampoo which doesnt require any use of water. By doing so we can play an active part of the social responsibility associated with our firm. Our organization is ISO certified to the highest standards of safety. Our production department is fully equipped with all safety equipment which may be required at times of emergency.
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ELViVE dry shampoo

INSOLITO PVT.

As employees are the main assets of a company- thats what we believetherefore all our employees are given crucial and effective training in order get the maximum output and a healthy environment within the firm. A detail classification of our product is given below:

PRODUCT:
The ELVIVE; Dry shampoo solves the dilemma of dirty hair without a traditional cleansing process devoid of water. Refresh, renew and revive your look with simple application. Based on citric verbena for fragrance, your hair will smell and feel clean, free from oil, sweat and buildup in a matter of seconds. Quick and convenient to use at home or on the move. The usage of different chemical, their suppliers and safety regarded them are listed below.

Aerosol Propellants
For spray: Butane, isobutene and propane are used in ELVIVE as aerosol propellants. All three are types of colorless, odorless compressed gases that can be used to propel or spray ingredients out of bottles fitted with a spray nozzle dispenser. For powder: Powder that must be massaged into the hair; is a mixture of all the components in dry form mentioned above but it does not contain any aerosol propellants.

Absorbing Agents
One of the primary functions of ELVIVE dry shampoo is to absorb accumulated grease from both the hair and scalp. The most common absorbing agents utilized are cotton starch and cotton proteins to help absorb excess oil, aluminum starch, rice starch and silica. Rice is capable of binding to and removing excess liquid such as grease. Aluminum starch is a modified starch that can also act as an anti-caking agent in fluid products, while silica is the mineral silicon dioxide. - All cotton components from world's best cotton mill Manchester cotton mill for giving our customers the best quality they are looking for.
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ELViVE dry shampoo

Solvent

INSOLITO PVT.

The different ingredients contained in ELVIVE spray-style dry shampoos is it have a solvent, or liquid substance, that the various components can be dissolved into. This solvent is alcohol denat. Alcohol denat is ethanol that, by law, must be denatured--combined with a denaturant substance that makes it bitter to the taste--when used in products not meant for consumption. The alcohol denat dissolves the dry shampoo's ingredients and thins them into a liquid suitable for spraying.

Conditioning Agents
Dry shampoos contain hair conditioning or moisturizing agents to keep hair smooth and supple. Water soluble Corn Protein, Partial Rice Protein Hydrolysate obtained by gentle enzymatic hydrolysis of Rice Seed Protein. These conditioning compounds are used in both forms spray and powder. For giving extra volume to hair zinc, rosemary, peppermint, castor oil, lavender oil, coconut oil are some herbal remedies used in ELVIVE. Herbs remedies and components are ordered from San Francisco Herb & Natural Food Co. worlds no.1 herbal company.

Fragrance
A number of ingredients are used to produce a pleasant ELVIVE smell. The fragrance used in ELVIVE is citric. ELVIVE comes in citric fruit flavors. The reason behind this is, the citrus fruits give refreshing and awaking impact on the person who smells it. The ELVIVE come in blueberry, lavender, lemon and orange flavors. All components for this come from one of the most rapidly growing flavors and fragrance house in its market The Ikon Essences, Pakistan.

Emulsifying Agents
ELVIVE dry shampoos contain emulsifying agents such as magnesium, also known as dimethicone. These emulsifiers keep the different ingredients within the solution from separating, making a smooth, easily sprayed fluid.
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ELViVE dry shampoo

ELVIVE INTERNAL ANALYSIS STRENGTH

INSOLITO PVT.

INSOLITO PVT is one of a new organization in Pakistan introducing a totally new product.. Company has advanced technology and well skilled professionals. The new ELVIVE dry Shampoo is a high quality product in terms of hair protection. The target market is the whole population, as it will allow us to capture the maximum amount of market share. From upper class to lower class, from men to women. Company totally owned, systematic distribution network, transparent communication system. Participative management style Very good distribution network all over Pakistan, in all major and small cities.

WEAKNESS
Competitor has strong promotional activities. Imported brands also available in the market. Customers are offered better alternatives by the competition.

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ELViVE dry shampoo

PRODUCT AND SERVICES:

INSOLITO PVT.

PRODUCT: The ELVIVE; Dry shampoo solves the dilemma of dirty hair without a traditional cleansing process devoid of water. Refresh, renew and revive your look with simple application. Based on citric verbena for fragrance, your hair will smell and feel clean, free from oil, sweat and buildup in a matter of seconds. Quick and convenient to use at home or on the move. The word ELVIVE means to make lively, brighten, spirited. What the name shows our product do the exact thing! It gives your dull, lifeless, dirty, oily hair a fresh new look in-between washes without using water. Just massage your hair with the ELVIVE waterless shampoos and get clean, shiny hair. You will see the difference instant! Your hair will look as fresh as you just had a bath. Now, you can clean up your hair without the use of water. ELVIVE comes in two different styles; Spray can. Powder. As both are handy and easy to use no matter where ever you are. It is a high quality product. We compromise with the price but not with the quality. The basic ingredients used in ELVIVE are aerosol propellants, absorbing agents, solvents, conditioning agents, fragrance, preservatives and emulsifying agents.

PRICE:
In the current market of Pakistan, there is a number of Shampoo products exist, but our shampoo is unique in its self. ELVIVE is the first ever dry shampoo in Pakistan. Through the marketing research we have revealed that most of the shampoo products price is 250ml RS.290, 150ml RS.125 and sachet RS.3 but as we are offering a different product and our prices are economical and for positioning we offered low range prices. 250ml RS.220 150ml RS.80 5ml sachet RS.5
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PLACE:

INSOLITO PVT.

As our product is new in the market our distribution is high. Our product is available at every supermarket, departmental stores like Aghas, Makro, Naheed and Imtiaz etc. For capturing maximum market share we have also distributed our product to small shops and retailer stores. First we are introducing the product in Karachi because of high population rate then other cities. Our rollout plan is big cities of Pakistan like Karachi, Lahore, Islamabad, Faisalabad and then to small cities like Pindi, Rahemyarkhan etc.

Manufactur er Manufactur er Manufactur er Wholesaler Retailer Retailer

Consumer

Consumer Consumer

PROMOTION:
The most successful advertising and promotion have been through the following: Newspaper Advertisement: The Dawn, Jung newspaper, Naiwa-e-waqt etc. Television Advertisement: Channels of Jeo TV network, ARY network, PTV, AJ, etc. Radio: Fm89, FM96, HOTFM 105, JOSHFM 102 etc Our experts are in the supermarkets to guide our customers about the product. Skilled and well codified experts who can tell you what range of ELVIVE is best for your hair type.
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ELViVE dry shampoo

INSOLITO PVT.

Online purchasing facility is also available. As internet has become so common among every gander, for more effective response and promotion ads of our product is published in every social networking sites and sites that have highest rating. Free sampling at shopping areas for making people aware of the product. For catching youngsters attention we are promoting ELVIVE with Hollywood actors Leighton Meester & Josh Duhamel.

MARKET ASSESMENT PEST Analysis:

PEST analysis contains four factors which directly and indirectly effect the business operation.

Political Factors:
In Pakistan, our political situation is not so good. 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:
Pakistan economy comes in the largest economies of the world. 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 us. 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.

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ELViVE dry shampoo

Social Factors:

INSOLITO PVT.

As Pakistan is turning into a very fast paced life-style, people wish to have a store around the corner where will find this product. Thats why, we have 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.

OPPORTUNITY
Population expanding at a rapid rate. Consumers are becoming more quality conscious Current capacity utilization is 80%, which can be further broadened with the increase in demand. Customer base is increasing with effective marketing. Baby shampoo is another area where ELVIVE can make huge gains. Shampoo plus conditioner and anti-dandruff shampoos are another area where INSOLITO PVT can earn huge profits. Rural areas are a large prospective market where they can introduce ELVIVE.

THREATS
Political and Economic factors. Partial Government policies. High rate of competition. Local and Foreign competition. Supplies from Manchester and China are another important issue.

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ELViVE dry shampoo

Market Segmentation
We have segmented our ELVIVE in three bases.

INSOLITO PVT.

Geographic:
Our immediate geographic market will be Karachi city with a population of around 30 million for the both product.

Demographic:
Students Business man Housewife Service holder

Psychographic:
Social class: As ELVIVE is a all user product therefore it is not labeled to any class it is for anyone and everyone. Life style: Achiever & fast movers. Benefits: Quality and Time savers. User status: Potential user, first-time user, and regular user. Occasions: Any time, any place. Loyalty status: Strong.

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
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ELViVE dry shampoo

INSOLITO PVT.

shampoo and the busiest class. They like different kind of shampoo. They want good quality product whatever price. Upper-middle class: There is a large portion of the population occupied by the bachelor people who dont have enough time to waste in washing hair and this class is lazy as compare to others. 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 so we take lower class in view too when the price of the product.

POSITIONING
Using product differentiation, we are positioning the ELVIVE dry Shampoo which is the most effective for hair. We will focus on mainly on the effectiveness of the shampoo along with the citric smell. Our positioning statement for dry shampoo will be Any time any place, ELVIVE the fresh maker. You will feel refreshing by the citric smell of fruits. We try our best to keep your alive, shinny, greaseless, oil free without using water. We will send this statement to the targeted customers. Our target customer zone will cover all the customers. Those who use normal shampoos are concerned about high price and 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.

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ELViVE dry shampoo

MARKETING ENVIRONMENT

INSOLITO PVT.

In order to correctly identify opportunities and monitor threats, the company must begin with thorough understanding of the marketing environment in which the firm operates. The marketing environment consists of all the actors and forces outside marketing that affect the marketing managements ability to develop and maintain successful relationships with its target customers. Though these factors and forces may vary depending on the specific company and industrial group, they can generally be divided into broad micro environmental and macro environmental components. For most companies, the micro environmental components are: the company, suppliers, marketing channel firms (intermediaries), customer, competitors, and publics. which combine to make up the companys value delivery system. The macro environmental components are thought to be: demographic, economic, natural, technological, political, and cultural. The wise marketing manager knows that he or she cannot always affect environmental forces. However, smart managers can take a proactive, rather than reactive, approach to the marketing environment.

Micro Environment
The microenvironment consists of six forces close to the company that affect its ability to serve its customers: The company itself (including departments). Suppliers. Marketing channel firms (intermediaries). Customer markets. Competitors. Public.

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ELViVE dry shampoo

The Company

INSOLITO PVT.

The first force is the company itself and the role it plays in the microenvironment. This could be deemed the internal environment. ELVIVE's Top management is responsible for setting the companys mission, objectives, broad strategies, and policies. Marketing managers must make decisions within the parameters established by top management. Marketing managers must also work closely with other company departments. Areas such as finance, R & D, purchasing, manufacturing, and accounting all produce better results when aligned by common objectives and goals in order to bring the best value out of ELVIVE. All departments must think consumer if the firm is to be successful. The goal is to provide superior customer value and satisfaction....

SUPPLIERS
Suppliers are firms and individuals that provide the resources needed by the company and its competitors to produce goods and services. They are an important link in the companys overall customer value delivery system. Our suppliers are: Best packaging company (floormation) Herbal (we are purchasing herbal from china) Cotton from Manchester cotton mill. Fragrance from PAKISTAN, IKON Fragrance and Flavor Co. Our suppliers are a key prospect in our production as they are reliable and will be beneficial for over process/ Another point of concern is the monitoring of price trends of key inputs. Rising supply costs must be carefully monitored. This consists of other business firms or individuals who provide the marketing firm with raw materials, product constituents, services or, in the case of retailing firms, possibly the finished goods. Firms, whether they are retailers or manufacturers, will often depend on numerous suppliers.
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ELViVE dry shampoo

INSOLITO PVT.

The buyer/supplier relationship is one of mutual economic interdependence, both parties relying on the other for their commercial well-being. Although both parties are seeking stability and security from their relationship, factors in the supplier environment are subject to change, such as industrial disputes which will affect delivery of materials to the buying company, or a sudden increase in raw material prices which forces suppliers to raise their prices. Whatever the product or service being purchased by the marketing firm, unexpected developments in the supplier environment can have an immediate and potentially serious effect on the firms commercial operations. Because of this, marketing management, by means of the marketing intelligence component of its marketing information system, should continually monitor changes and potential changes in the supplier environment and have contingency plans ready to deal with potentially adverse developments.

Marketing Intermediaries
Marketing intermediaries are firms that help the ELVIVE to promote, sell, and distribute its goods to final buyers. Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise. Resellers often perform important functions more cheaply than the company can perform itself. However, seeking and working with resellers is not easy because of the power that some demand and use. Physical distribution firms It helps the company to stock and move goods from their points of origin to their destinations. Examples would be warehouses (that store and protect goods before they move to the next destination). ELVIVE will be available throughout Pakistan in major stores as well as rural areas. Marketing service agencies: (such as marketing research firms, advertising agencies, media firms, etc.) help the company target and promote its products.

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INSOLITO PVT.

Financial intermediaries: (such as banks, credit companies, insurance companies, etc.) help finance transactions and insure against risks.

Customers
The ELVIVEs company studies its customer markets closely since each market has its own special characteristics. These markets normally include: Consumer markets (individuals and households that buy goods and services for personal consumption). Business markets (buy goods and services for further processing or for use in their production process). Reseller markets (buy goods and services in order to resell them at a profit). Government markets (agencies that buy goods and services in order to produce public services or transfer them to those that need them). International markets (buyers of all types in foreign countries).

Competitors
Every company faces a wide range of competitors. A company must secure a strategic advantage over competitors by positioning their offerings to be successful in the marketplace. No single competitive strategy is best for all companies. Knowing who your competitors are, and what they are offering, can help you improve your products, services and marketing. It will enable you to set your prices competitively and help you to respond to rival marketing campaigns with your own initiatives. INSOLITO PVT used this knowledge to create marketing strategies that take advantage of your competitors' weaknesses, and improve your own business performance. We assessed any threats posed by both new entrants to ours market and current competitors. This knowledge helped us to be realistic about how successful we can be.

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Our main competitors are:

INSOLITO PVT.

HEAD & SHOULDER

CLEAR FOR MEN

SUNSILK

Public:
A public is any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives. A company should prepare a marketing plan for all of their major publics as well as their customer markets. Generally, publics can be identified as being: Financial public--influence the companys ability to obtain funds. Media public--carry news, features, and editorial opinion. Government public--take developments into account. Citizen-action public--a companys decisions are often questioned by consumer organizations. Local public--includes neighborhood residents and community organizations. General public--a company must be concerned about the general publics attitude toward its products and services. Internal public--workers, managers, volunteers, and the board of directors. Taking all these public/ factors into account we are introducing our product and are operations are aligned likewise.
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DOVE

HERBAL ESSENCE

ELViVE dry shampoo

MACRO ENVIRONMENT

INSOLITO PVT.

The Companys Macro environment is all of the other actors operate in a larger macro environment of forces that shape opportunities and pose threats to the company. There are six major forces (outlined below) in the companys macro environment. There are six major forces (outlined below) in the companys macro environment. Demographic. Economic. Natural. Technological. Political. Cultural.

Demographic Environment
Demographic is the study of human populations in terms of size, density, location, age, sex, race, occupation, and other statistics. It is of major interest to marketers because it involves people and people make up markets. Demographic trends are constantly changing. Some more interesting ones are. a. The worlds population (though not all countries) rate is growing at an explosive rate that will soon exceed food supply and ability to adequately service b. The population. The greatest danger is in the poorest countries where poverty contributes to the difficulties. Emerging markets such as China are receiving increased attention from global marketers. Where we as producers of ELVIVE is targeting Pakistan with an overwhelming population of more than 18 million. c. The most important trend is the changing age structure of the population. The population is aging because of a slowdown in the birth rate (in this country) and life expectancy is increasing. The baby boomers following World War II have produced a huge bulge in our populations age
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INSOLITO PVT.

distribution. The new prime market is the middle age group (in the future it will be the senior citizen group). There are many subdivisions of this group. Generation X--this group lies in the shadow of the boomers and lack obvious distinguishing characteristics. They are a very cynical group because of all the difficulties that have surrounded and impacted their group. Echo boomers are the large growing kid and teen market. This group is used to affluence on the part of their parents (as different from the Gen Xers). One distinguishing characteristic is their utter fluency and comfort with computer, digital, and Internet technology (sometimes called Net-Gens). Generational marketing is possible, however, caution must be used to avoid generational alienation. Many in the modern family now telecommute--work at home or in a remote office and conduct their business using fax, cell phones, modem, or the Internet In general, the population is becoming better educated. . (Strong distribution channels all over the city, from supermarkets to small stores. First place of distribution is Karachi having population of 20 million people ) Therefore by producing a product without classifying its age group, gender, class or working class we can attain a huge amount of market share.

Economic Environment
The economic environment includes those factors that affect consumer purchasing power and spending patterns. Major economic trends in the Pakistan include: Personal consumption (along with personal debt) has gone up (1980s) and the early 1990s brought recession that has caused adjustments both personally and corporately in this country. Today, consumers are more careful shoppers. Value marketing (trying to offer the consumer greater value for their dollar) is a very serious strategy in the 1990s. Real income is on the rise again but is being carefully guarded by a value-conscious consumer.
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ELViVE dry shampoo

INSOLITO PVT.

INSOLITO PVT has therefore introduced a product in the market that can complement the economic condition of Pakistan and by making quality affordable to all. Few economic facts about Pakistan are: Economical growing 89.5% Inflation moderate high Interest rate (high)

Natural Environment
The natural environment involves natural resources that are needed as inputs by marketers or that are affected by marketing activities. During the past two decades environmental concerns have steadily grown. Some trend analysts labeled the specific areas of concern were: Shortages of raw materials. Staples such as air, water, and wood products have been seriously damaged and non-renewable such as oil, coal, and various minerals have been seriously depleted during industrial expansion. Increased pollution is a worldwide problem. Industrial damage to the environment is very serious. Far-sighted companies are becoming environmentally friendly and are producing environmentally safe and recyclable or biodegradable goods. The public response to these companies is encouraging. However, lack of adequate funding, especially in third world countries, is a major barrier. Government intervention in natural resource management has caused environmental concerns to be more practical and necessary in business and industry. Leadership, not punishment, seems to be the best policy for long-term results. Instead of opposing regulation, marketers should help develop solutions to the material and energy problems facing the world.

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ELViVE dry shampoo

INSOLITO PVT.

Keeping all these factors in sight INSOLITO PVT is availing the natural herbs and cotton from China and Manchester while abiding to the legal issues where as citrus and other fruits are being taken for Pakistan itself. The whole idea behind the dry shampoo is to save the water and fulfill the social responsibility towards the society and look up to the global issue of water.

Technological Environment
The technological environment includes forces that create new technologies, creating new product and market opportunities. Technology is perhaps the most dramatic force shaping our destiny. New technologies create new markets and opportunities. The following trends were closely considered while taking this macro environment factor in discussion. Faster pace of technological change. Products are being technologically outdated at a rapid pace. There seems to be almost unlimited opportunities being developed daily. Consider the expanding fields of health care, the space shuttle, robotics, and biogenetic industries. The challenge is not only technical but also commercial--to make practical, affordable versions of products. Increased regulation. Marketers should be aware of the regulations concerning product safety, individual privacy, and other areas that affect technological changes. They must also be alert to any possible negative aspects of an innovation that might harm users or arouse opposition

Political Environment
The political environment includes laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society. Various forms of legislation regulate business. Governments develop public policy to guide commerce--sets of laws and regulations limiting business for the good of society as a whole.

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ELViVE dry shampoo

INSOLITO PVT.

Almost every marketing activity is subject to a wide range of laws and regulations. Changing government agency enforcement. New laws and their enforcement will continue or increase. Increased emphasis on ethics and socially responsible actions. Socially responsible firms actively seek out ways to protect the long-run interests of their consumers and the environment. a. Enlightened companies encourage their managers to look beyond regulation and do the right thing. b. Recent scandals have increased concern about ethics and social responsibility. c. The boom in e-commerce and Internet marketing has created a new set of social and ethical issues. Concerns are Privacy, Security, assess by ELVIVE.

Cultural Environment
The cultural environment is made up of institutions and other forces that affect societys basic values, perceptions, preferences, and behaviors. Certain cultural characteristics can affect marketing decision-making. Among the most dynamic cultural characteristics are: Social cultural changes quickly according to the attitude of people, attitude of wealth, marriage, religion, education, ethics & social responsibilities. Our product is fulfilling all these changes as they occur. Belief: people of Pakistan believe more in words of mouth then experiencing the product so for that we have emphasized on promotion activities, price & quality of product. As life styles of people of Pakistan vary from class to class gander to gander ELVIVE is a product that is suitable for every life style and its economical. Changing role of women is the opportunity for our companies as the working woman are busy and want convenience in everything so ELVIVE is the right product for them in hair care sector.
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Peoples views of society. This orientation influences consumption patterns. Buy American versus buying abroad is an issue that will continue into the next decade. Peoples view of nature. There is a growing trend toward peoples feeling of mastery over nature through technology and the belief that nature is bountiful. However, nature is finite. Love of nature and sports associated with nature are expected to be significant trends in the next several years. Peoples views of the universe. Studies of the origin of man, religion, and thought-provoking ad campaigns are on the rise.

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INDUSTRY AND CUSTOMER ANALYSIS

INSOLITO PVT.

RESEARCH AND DEVELOPMENT PLAN FOR ELVIVE FRUITCIA

Product development marketing research serves several goals: New product design and market validation research, or assessing existing products. The goal -- and your overall positioning and market strategy -- Drive our product research design. These steps show when product research may be needed to increase the probability of optimum decisions and successful market impact: Effective product market research -for new products - is well integrated with R&D and technical product design functions. For consumer or business, product market research, we take a global approach, incorporating appropriate market research at each design stage: The goal is to align astute technical product R&D, product innovation and design with market demand. We include in our services the following new product development and research services :

Data collection:

Primary Data Collection

Great care must be taken when collecting primary data. We make sure that it will be relevant, accurate, current, and unbiased. Table Below shows that
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designing plan for primary data collection calls for a number of decisions on research approaches, contact methods, sampling plan, and research instruments. Research Approaches Observation Survey Experiment Contact Methods Mail Telephone Personal Online Sampling Plan Research Instrument Questionnaire Mechanical Instrument

Sampling unit Sample size Sampling procedure

Decisions of INSOLITO PVT.

On Research Approaches: The research approach INSOLITO PVT.has decided for its innovative product ELVIVE is through experimentation method that results in knowing the consumers needs and wants accurately by experimenting them in person by various way. Experiments vary greatly in their goal and scale, but always rely on repeatable procedure and logical analysis of the results therefore our R&D department has its focus groups who are continuously working on knowing the real taste of our consumers, their likes and dislikes, what more do they need and want for their valuable hair and so we have come up with a dry shampoo product to meet their needs.

On Contact Methods:
INSOLITO PVT. has done its research and has come up with the idea that contacting its customers online is healthier than mailing them or telephoning them etc.

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So far, Weve kept a healthy contact with our customers for getting their feedbacks about our innovative product ELVIVE to keep in sight what do the consumers want by chatting with them online or on Facebook. Other than online method, we stay in touch with our customers through SMS by informing them about our In context visits, new deals, sizes, variety of our new product.

Sampling Plan:
Sampling Plan includes Unit, Size and Sample procedure. Our Sample Unit includes middle and upper classes who need something to give them a fresh look in their busy routine of work, so INSOLITO PVT. has come up with a dry shampoo idea to serve its customers the way they want it. Moreover, Travellers & working people can make great use of ELVIVE-Dry shampoo that can give them a bright look whenever they want. Our Sampling Size is to serve 20,000 users at initial stage and later on work on the response, The more we serve, The more people would get to use and experience the ELVIVE and Thus, more of the response would come. Our Sample Procedure includes Teen and Adults, who are in need of our product more, People with busy routine, Sports men, Travellers need such products when they cant shower their hair from where they are and INSOLITO PVT. has focused on people from almost all of the areas of the city Karachi-Initially.

Research Instruments:
INSOLITO has made questionnaires for its valuable customers for their reviews and getting their feedbacks about our new product ELVIVE -The dry shampoo.

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Our questionnaires hold closed-end questions which are easy to answer and easy to tabulate and interpret for more accurate answers. Closed end questionnaires and less time consuming than open-ended questionnaires for their responses are difficult to evaluate.

Questions for Customers Quality of Product Satisfying Hair texture Dry shampoo ELVIVE s varieties and services Smell& ingredients

Poor

Good

Excellent

Secondary Data Collection:

Usually the research design will be such that we will not have to collect our own data but can test our hypotheses using data that already exist among the wealth of data available in the public realm. These data might be small, simple, micro-level data such as a public opinion poll, or a survey of social or political attitudes. The two major advantages of using secondary data in market research are time and cost savings. Before beginning to strategically identify priorities to work on, it's important to review both internal and external data sources to broaden the perspective of the state's or communities - overall health and well-being.

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Internal Data Sources:

INSOLITO PVT.

INSOLITO use internal data source for its an inexpensive information source and is the place to start for existing operations. Internally generated sales and pricing data can be used as a research source. The use of this data is to define the competitive position of INSOLITO, an evaluation of a marketing strategy the firm has used in the past, or gaining a better understanding of the companys best customers. Three main sources for our internal data are:

Sales and marketing reports

It includes information about customers, as in, what type of product do they look for. Type of end users to differentiate between our key customers and others who prefer our product. It also includes Method of payment, product or product line, Date of purchase, Amount of purchase, Price, Application by product and Location of end user to stay in touch with them by our contact methods. By keeping in sight and the record of all this gathered information about our customers by the firm, INSOLITO PVT. has come up with the dry shampoo to satisfy needs and wants of our customers.

Accounting and Financial records

INSOLITO PVT. Keeps accounting and financial records for identification, clarification and prediction of certain problems- if occurs, to evaluate the success of various marketing strategies such as revenues from a direct marketing campaign. It is important and designed to measure key performance factors that will enable the firm to monitor its performance over a period of time and compare it to its competitors so we can take our products to a higher level. Like our new dry shampoo ELVIVE.

Miscellaneous reports.
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INSOLITO uses it for inventory reports of our new product ELVIVE, also, service calls, number (qualifications and compensation) of staff, production and R&D reports about our innovative product. Also the companys business plan and customer calls (complaints) log can be useful sources of information for betterment of our Product.

External Data Sources

External Data is collected by ELVIVE for looking over the activities taking place outside our organization. Like, checking competitors place in market and competing products like that of our organization. INSOLITO PVT has following competitors with other such as sun silk, dove etc. who are making dry shampoo, boots and frantic. But no one has yet planned targeting Asian countries and so ELVIVE is the first one to come up with a Dry shampoo idea for its valuable consumers at low price strategy.

Statistics Agencies:
That helps us knowing our place in the market and that of competitors.

Trade associations:
Being a member of a trade association, we can also be a part of their meetings, workshops and seminars, held, depending on an associations membership, both internationally and at a national/regional level, to enable networking and the exchange of information and ideas that can help us in collection of our competitors place for other technical issues. Through trade associations, we can know about our products success, how good it is with rising than that of competitors.

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General Business Publication & Magazines and newspaper articles: Through magazines, articles, newsletters, Information on internet, Ads and etc. we take information about where our competitors stand, their products pricing strategies etc. and therefore weve come up with a dry shampoo which is a low cost hair shampoo that satisfies the needs and wants of our consumers.

Annual Reports:
By collecting the annual reports of competitors, We compare and come up with strategies that satisfies our consumers more. Unilever, Boots etc. are the companies coming up with strategic plans like that of ELVIVE but no one have yet introduced a Low cost dry shampoo in Pakistan like ELVIVE.

Academic Publications:
External Research By INSOLITO is sometimes done through academic publications through journal article, book or thesis form for collection of useful knowledge about the external and internal partners of INSOLITO.

Library Sources:
It can help in getting useful information that exists already in the books written on commerce for trade, knowledge about competitors etc. that results in improvement of our company, INSOLITO uses this way of taking external information about partners outside the firm to collect valuable information about them by making research. The R&D department of INSOLITO PVT.works hard on its new product ELVIVE to take it to the top by reducing its cost and making research on its competing products and then coming up with strategies to make our product better, different and one of a kind. By making in-context visits and putting sample bottles free of cost at super stores of Karachi, Our R&D department is knowing the true response of customers and how ELVIVE is doing in the market of people who were awaiting such a low cost, less time consuming product.
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COMSUMER BEHAVIOUR

INSOLITO PVT.

Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities he should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological. The explanation of these factors is given below.

1. Cultural Factors:
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.

Culture:
Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore in Pakistan there a whole different but a very rich culture which holds norms and values toward society. If the dry shampoo product defines the value that it can add to the society in general and the benefit it will bring by enriching the user, then this support towards the culture can surely make our product ELVIVE profitable.

Subculture:
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. Our marketers can design products according to the needs of a particular geographic group. For example the requirements of population living in Quetta may be different from the
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requirements of population living in Karachi. The product has to be designed according to the customers local subculture.

Social Class:
Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. In this way marketing activities could be tailored according to different social classes. Here we should note that social class is not only determined by income but there are various other factors as well such as: wealth, education, occupation etc. Since in Pakistan there low income groups are more prominent throughout the society, which INSOLITO PVT. can target, however this action may compromise the goodwill of the product in front of high income groups which can prove to be potential buyers of ELVIVE.

2. Social Factors:
Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.

Reference Groups:
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dry shampoo or any other hair product etc then the influence of reference groups will be high. Reference groups also include opinion leader (a person who influences other because of his special skill, knowledge or other characteristics for example a brand ambassador). Since ELVIVE is going to be very new and innovative product in the market the brand ambassador for the product is the highly charismatic Leighton Meester.

Family:
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles. It
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is much more obvious that the potential buyers of ELVIVE would be women across Pakistan for the reason that in most families in Pakistani societies, decision making process regarding household issues and products is mostly taken by women.

Roles and Status:

Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status. Since ELVIVE as a product target the working class population, this factor may help working women in accommodating themselves in various situations such as grooming themselves in the office environment.

3. Personal Factors:
Personal factors can also affect the consumer behavior. Some of the important personal factors that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality and self-concept.

Age:
Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the consumers change the purchase of goods and services with the passage of time. Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc which help marketers to develop appropriate products for each stage. Though ELVIVE targets more of the young working class, however there is no limit to age of any sort. This product is relatable to every age group be it old or young. It just makes it easier for users to use a shampoo.

Occupation:
The occupation of a person has significant impact on his buying behavior. For example a marketing manager of an organization will try to purchase business suits, whereas a low level worker in the same organization will purchase
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rugged work clothes. However, dry shampoos (such as ELVIVE) in their making are much cheaper than a normal shampoo which ultimately makes their cost quite lower than normal shampoos. This means that both rich and the poor can buy this product and enrich themselves with its easy use.

Economic Situation:
Consumer economic situation has great influence on his buying behavior. If the income and savings of a customer is high then he will purchase more expensive products. On the other hand, a person with low income and savings will purchase inexpensive products. South Asian regions such as Pakistan and India where high income groups are rising, people in such regions may be able to afford and would be willing to spend their income on products such as a dry product because of its easy use and reliability.

Lifestyle:
Lifestyle of customers is another import factor affecting the consumer buying behavior. Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. It is determined by customer interests, opinions, activities etc. and shapes his whole pattern of acting and interacting in the world. Marketing a product like a dry shampoo (ELVIVE) in Pakistani markets would be a phenomenal experiment, because population in Pakistan if given the right kind of motivation (through a very unique class of promotion and advertisements) would try anything that is new in market in order to portray themselves as updated and fashionable.

Personality:
Personality changes from person to person, time to time and place to place. Therefore it can greatly influence the buying behavior of customers. Actually, Personality is not what one wears; rather it is the totality of behavior of a man in different circumstances. It has different characteristics such as: dominance, aggressiveness, self-confidence etc. which can be useful to determine the consumer behavior for particular product or service. This ultimately means that not everyone would be willing to buy ELVIVE because of various reasons such as they could not relate themselves with the product (For example bald
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people). However marketers can use personality traits such as aggressiveness and self-confidence to cash-in their organizational motives such as profit building by selling through profit maximization.

4. Psychological Factors:
There are four important psychological factors affecting the consumer buying behavior. These are: perception, motivation, learning, beliefs and attitudes.

Motivation:
The level of motivation also affects the buying behavior of customers. Every person has different needs such as physiological needs, biological needs, social needs etc. The nature of the needs is that, some of them are most pressing while others are least pressing. Therefore a need becomes a motive when it is more pressing to direct the person to seek satisfaction. Marketers marketing ELVIVE can start with motivating customers to buy the product by proper promotion; however this would be half of the work. The real business starts when the product is bought and is able to satisfy customer needs and wants by giving quality results. Since ELVIVE is one-of-a-kind product in Pakistani markets, this should not be the basis of production and the main focus of INSOLITO PVT should always be on quality so that customers are encouraged to buy this product again and again and bring it to their daily use and become their recommendation for others in the future.

Perception:
Selecting, organizing and interpreting information in a way to produce a meaningful experience of the world is called perception. There are three different perceptual processes which are selective attention, selective distortion and selective retention. In case of selective attention, marketers try to attract the customer attention. In this case this would be proper packaging and promotion of ELVIVE. Whereas, in case of selective distortion, customers try to interpret the information in a way that will support what the customers already believe. This could be done by telling the customers that using this product would bring them exceptional benefit and this type of product supports their needs and wants would bring the results they desire. Similarly,
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in case of selective retention, marketers try to retain information that supports their beliefs. This can be done with support and proper use of internet and publishing informative articles regarding the subject so that customers have sufficient information regarding the subject and the product and how it is used.

Beliefs and Attitudes:

Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes make up brand image and affect consumer buying behavior therefore marketers are interested in them. Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard. In this regard it is important to know that ELVIVE is a very new product in Pakistani markets and its use is different from what is generally believed of normal liquid shampoos. This belief however would change and so will the attitudes of the customers regarding the general use of shampoos. This however would make a new trend and brand image which would has to be followed in order for ELVIVE to be successful.

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MARKETING STRATEGY

INSOLITO PVT.

O u r l o c a l m a rk e ti ng s t ra te gy e na b l e s ELVIVE t o l i s te n to a l l the v o i c e s a ro u nd t he wo r l d asking for an affordable, handy and nurturing shampoo that span the entire spectrum of needs and occasions. What people want in a shampoo is a reflection of which they are, where they live, how they work and play, and how they relax and recharge. Whether you're a student in the United States, a woman in Italy taking a tea break, a child in Peru, or a couple in Korea got done from work, we're there for you. We are determined not only to make great shampoo, but also to contribute to communities around the world through our commitments to education, health, wellness, diversity and effective usage of scarce resources. INSOLITO PVT.Ltd strives to be a good neighbor, consistently shaping our business decisions to improve the quality of life in the communities in which we do business. It's a special thing to have billions of friends and customers around Pakistan, and we never forget it. PERFORMANCE STANDARDS INSOLITO PVT.Ltd believes in giving the highest standards of products with in the affordability of its customers. As we are a new firm in the market quality is the main factor on which we plan to build our cliental. Our product before being delivered to the suppliers goes through immense quality procedures which are right now under the production department. From a specific chemical amount to the last printing on the packaging is reviewed before entering the market. If we talk about the performance of the company we believe in the deviation at the end of the fiscal year as it shows how far we are from the target. We expect to sell around 100,000 bottles of ELVIVE before the end of fiscal year or in other words a market turnover of 4. With a more capitalized production line quality of product is ensured within the production line. The first line managers are each responsible for their departments performance and how far have the achieved the goals. We believe to be a major FMCG in the markets worldwide in the coming future.
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FINANCIAL PLAN
INSOLITO PVT.Ltd as mentioned before is being solely financed by the executives of the company. With the projected sales and product turnover we expect to break even within the next 18 months. Our organization has the following assets:
LAND EQUIPMENT BUILDING VANS FITTING AND FIXTURES 10,000,000 50,000,000 18,000,000 5,000,000 8,000,000

With our company policy to deal mostly on terms of 3 months credit basis we are in a very ideal condition from the beginning when it comes to liquidity and current assets to working capital ratio. With the following condition we can easily avail further investment required for the expansion and growth in the future markets.

Contingency Plan
In the world of globalization a good manager is one who can deal with any unexpected problem or situation, we live in a world where a firm future is very hard to predict therefore INSOLITO PVT.Ltd has trained their first line managers to deal with any kind of situation in the best possible manner. In order to minimize the loss when it comes to our product INSOLITO PVT.Ltd has therefore surveyed the market and produced several prototypes. By doing so it was easy for us to capture customers and predict the quantity of production. All key members work closely to each other, therefore if something happens to a key member the other person who has been closely or most preferably under that designated employee will take over the charge. In other words INSOLITO PVT.Ltd follows a decentralized structure when it comes to authority.
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