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Skin color is one of the most important aspects of a person’s personality. Person with a
fair and a glowing complexion will always feel confident in front of others. The current
men fairness cream market is dominated by Skin care, having the largest market share
followed by Emami fairness cream. The initial launch pad for this product will be done in
Karachi followed by nationwide launch after its success in Karachi. The SWOT analysis
tells the about the product and company external environment and the BCG (Boston
Consulting Group) matrix gives us an projected view of the placement of our product in
the market which allows us to create strategies and tactics in order to have a successful
product launch.
FAB is dedicated to provide its consumers the best and have a target of achieving 5%
market share and will create strategies to increase by 0.5% annually and eventually
become the market leaders. In order to create awareness of our product, we have
followed tight communication plans which include different mediums used in advertising
and promoting our product. FAB is dedicated to satisfy their customer needs by
continuously innovating and improving its fairness cream and bringing them to its
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1. COMPANY INTRODUCTION
Pakistan.FAB is a partnership firm among four partners. It is Startup Company and will
start its operations by producing its main product FAB men fairness cream and have a
vision of introducing a wide range of products for both male and female in the near
future.
product. Forecasting the current market, FAB is ready to launch its fairness cream with
its tagline being “total fairness in 3 weeks”. A product like FAB fairness cream will take
the market by storm. At initial stage we have just selected Karachi as our launch pad
and are planning to launch nationwide after successful launch in Karachi. To make any
business successful, we must concentrate on the need of the product in the target
market.
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2. COMPANY POLICY
Our company’s main policy is to provide our customers the best quality product at a
Vision Statement
“Within five years, FAB men fairness cream will become number one company in
Pakistan by producing and selling the highest quality products and will work with all our
Mission Statement
“To provide high quality products that combines performance with value pricing, while
establishing a successful relationship with our customers and our suppliers and to stay
ahead of the competition by innovating new products based on the needs of our
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PRODUCT LIFE CYCLE
Skin care`s fair men is at maturity stage because it has high market share.
Emami`s Fair And Handsome is at growth stage because it has not reached to its
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Set Wet – Get Smart :
Set wet`s get smart lies between growth and introduction stage.
Fair and lovely`s menz active is at introduction stage because it is a newly introduced
product.
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MARKETING OBJECTIVES AND ISSUES
• To enter the fairness cream market and capture 5% market share and to
• To bring awareness of the product in the mind of the consumers through heavy
promotional strategies
• To differentiate FAB men fairness cream with its competitors on the basis of its
• Profit maximization
• Increase sales
• We will try to fulfill the consumers requirements regarding the product in order to
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CURRENT MARKET SCENARIO
The current men fairness cream market is dominated by Skin care and Emami. These
confidence. The reason for consumer confidence is the consistency of high quality
products and heavy marketing and promotional strategies. Skin care is the current
market leader and has a price of rupees 95 with a quantity of 50 mg and Emami being
1. INDUSTRIAL CHARACTERISTICS
Competitor Analysis
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List of Competitors
Competitive Advantage
We will offer our product to those customers who want to look fair. This product will be
easily available in every area of Karachi. Our strategy is to make our brand successful
by charging lower price than our competitors and provide high quality product and its
results to our customers. This strategy will lead our product to capture maximum market
But apart from all this close market competition, we have the following advantages over
our competitors:
• Gives you complete fairness in just 3-weeks faster than our competitors
• No side effects
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These advantages will provide us a competitive advantage/edge over our competitors,
we just have to make consumers aware about our product and its differentiating factors
Direct competitors
The direct and the biggest competition that we will face is with fair men a product of skin
care Pakistan. Fair men of skin care holding the highest market share is the biggest
competitor that we will face. Skin care hold the largest market share and is the current
market leader. The second big competitor that we will face is fair handsome of Emami
and then there are other small competitors who are the strivers in the market like get
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Indirect competitors
There are many indirect competitors that FAB will face which includes moisturizers,
acne creams, anti wrinkle creams and other skin related products. All these products
• Acne creams
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There are four main direct competitors that FAB men fairness cream has to survive
Fair men a product of skin care Pakistan holds the biggest market share and is the
strongest competitor for FAB men fairness cream, which holds a market share of 65%
across Pakistan.
Fair and handsome of Emami has a comparatively larger share in the international
Get smart is a product of set wet, set wet is doing well in its other products but in
Pakistan get smart is striving to stay in the market for a long time now but still is unable
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• Menz active of Fair and lovely:
Fair and lovely is a big brand in Pakistan cosmetic industry, still they are
struggling hard to capture a desirable market position in terms of men fairness creams.
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The BCG matrix method is based on the product life cycle theory that can be used to determine what
priorities should be given in the product portfolio of a business unit. It has 2 dimensions: market share and
market growth. The basic idea behind it is that the bigger the market share a product has or the faster the
• Dogs - Dogs have low market share and a low growth rate and thus neither
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• Question marks - Question marks are growing rapidly and thus consume large
amounts of cash, but because they have low market shares they do not generate
much cash.
• Stars - Stars generate large amounts of cash because of their strong relative
market share, but also consume large amounts of cash because of their high
growth rate
assets that is greater than the market growth rate, and thus generate more cash
INTERPRETATION
Our product lies in the area of question mark because initially we have high
investment but low market share. As well as fab men also has the potential to
gain market share and become a star, and eventually cash cow when the market
growth slow
POLITICAL:
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Political stability play a vital role in the making a product successful. Currently in
Pakistan there is political instability which is the big threat to our product. Unstable
political conditions disturbs the distribution, strengthens the bargaining power of local
buyers.
ECONOMICAL:
Currently there is a recession all over the world which has affected Pakistan economy
as well. People now a day are saving more rather then spending. There is a high
SOCIAL:
People are more social these days. Our product will give a new style to the youth
TECHNOLOGICAL:
The world is moving so fast and there is global competition in the market. The
competitors which have huge research and development budgets have advantage to
2. CONSUMER CHARACTERISTICS
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AGE:
GENDER:
LIFE STAGE:
Teenagers
Youths
Adults
USE:
The use of our product is that it’s make you fair in three weeks
GEOGRAPHIC:
Our main target market is Clifton, Tariq Road, Defence, Nazimabad and Gulshan-e-
Iqbal
PSYCHOGRAPHIC:
People who want instant change in their life style within three weeks
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INCOME LEVEL:
POSITIONING
It is essential for a new product to get into the customers mind through every mean
whether its television, radio or print media. The positioning statement of our product is:
Positioning is how we position our product in consumers mind. We have positioned FAB
MEN fairness cream is a cream which changes a person`s personality in three weeks.
The variables we have taken into consideration for positioning are as follows:
• Quick Results:
FAB Men Fairness Cream makes your skin fabulous and attractive in just three
weeks.
• Attractive Packaging:
FAB Men Fairness Cream has used black and grey color for packaging which
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• Distinctive Melanin Effect:
FAB Men Fairness Cream has melanen extracts which makes your skin fair and
attractive. This melanen protects the skin from UV rays and makes your skin fair
and attractive.
FAB Men Fairness Cream is offering 50mg tube at a price of 90 rupees, which is
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1. SWOT ANALYSIS
Strengths:
• No side effects
• Compare to our competitor FAB men fairness cream gives result in just three
Weaknesses:
• Lack of Experience
Opportunities:
• Since our cream provide quick results, we have an opportunity to acquire greater
market share
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Threats:
• People have perception that fairness creams may damage their skin
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1. MARKETING MIX
PRODUCT
Fair skin could affect other people first impression of you. Fair skin attracts and grabs
attention at very first sight. Fair skin gives you advantage over other people. FAB men
fairness cream offers a quick change to anyone`s look. The name “FAB” is taken from
the word fabulous. As our fairness cream makes a person fabulous and attractive in just
three weeks.
• QUICK RESULTS :
FAB men fairness cream offers its customers to have a fair and attractive skin as
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• NO SIDE EFFECTS :
FAB men fairness cream has no side effects, as it is tested and approved by
FAB men fairness cream glows your skin and makes it attractive.
• NATURAL LOOK :
FAB men fairness cream has melanen extracts which makes human`s skin fair
and attractive. This melanen protects the skin from UV rays and gives a natural
FAB men fairness cream reduces dark circles under your eyes.
• SKIN FRIENDLY:
The gentle skin-friendly pH qualities in FAB Men fairness cream makes it suitable
for all skin types. It can also be used as a sunscreen. It is ideal for Pakistani
men, many of whom have dark skin arising from high exposure to sunrays and
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QUALITY
Face color plays a vital role for a person`s social acceptance. Fair skin people are
easily acceptable in society. Most of the fairness creams that people use contains
harmful chemicals that does not suits to people skin and causes allergies thus they are
FAB Men Fairness Cream is different from others because it does not have such
chemicals which harm your skin. It is made of high quality ingredients that not only
make your skin attractive but also protects your skin. It is approved and quality tested
by PMA.
QUANTITY
FAB Men fairness cream will be available in the market for customers in 50mg tube
packages.
FAB Men fairness cream in future will be launching portable pouches available in 50mg.
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Packaging
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Price Comparison
QUANTITY 50 mg 50 mg 30 mg 50 mg 50 mg
Cost Distribution
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Placement (Distributional Channel)
Promotion
Promotion Objective:
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Short Term Plans:
FAB men fairness cream first will be launched in Karachi and aims to target existing
users of fairness creams and also influencing new customers by the product features.
We will promote our product by using all sources of advertising to promote the product
Free sample will be given and promotional stalls will be placed at different locations in
FAB men fairness cream aims to launch the product all over Pakistan and influence
people to use the product by its unique features, advertisement concepts and promoting
FAB men in future will introduce a portable pouch of fairness cream, which could be
Sales Promotion:
Schemes and discounts will be given to the retailers to promote sales and fascias for
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Fascias will be sponsored to men salons and free products will be given to them that
product display.
Packaging:
Publicity:
Billboards will be placed all over the city according to target customers. Various super
stores and hair salons will be targeted to gain attention from the people.
1. PROMOTIONAL BUDGET
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MEDIUM OF ADVERTISING % SHARE AMOUNT
TELEVISION 44% 32,400,000
BILLBOARD 14% 8,400,000
RADIO 12% 7,200,000
2. MEDIA IDENTIFICATION
The idea is to increase the confidence level of the people having dark complexion by
showing, how the who was struggling in his modeling career because of its dark
complexion use FAB men fairness cream and make a big achievement by getting
selected in an ad audition. It will be seen by a consumer as the only way to bring its
confidence back and to strive for success .The visual elements are eye catching and
attractive. It will mainly target the youth, individuals who wants to look attractive,
handsome and stylish. FAB will be sponsoring on the popular news channel i.e., GEO
News , The muzik , Geo super and on Private Cable popular channel's (KCS Network)
during the Shows that people watch with Interest. Geo Super, IPL Indian Premier
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AD PLACEMENT IN NEWSPAPER/Magazine
The Add is showing the two sides of a man and conveying a message that you can also
get rid of your dark and damp skin and get a fair and glowing skin by using FAB men
fairness cream. FAB men Ad in Dawn, The News, Jang and Express newspapers
It will introduce FAB as the most easy and quickest way to get fair in today’s world. We
will have an attention grabbing phrase “Be Fair in just three weeks”
FAB men will present their radio ads at news hours of BBC
FAB will tune their ad on Radio on Peak Office hours from 09:00-12:00 and again from
17:00-20:00 because on these timings most of the people travelling from home to office
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AD PLACEMENT THROUGH BILLBOARD
The idea is to persuade consumers to believe that FAB men Fairness cream is of best
quality, and the only cream which can make you fair and handsome in just 3 weeks.
We have tried to convince our consumers by convening a message that FAB men is the
only fairness cream that gives you complete fairness at the shortest time without
FAB men fairness cream Ad on Billboards on major Roads , bridges , signals, Attractive
Locations etc in areas such as Clifton, Tariq Road, Nazimabad, Gulshan Iqbal and
mobile advertisement etc, because It attracts a Vast variety of people and gives an
opportunity for people to get aware of the product and also get attracted.
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TEEN TALWAR BILL BOARD
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SHAHRAH-E- FAISAL BILLBOARD
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2 TALWAR BILLBOARD
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NAZIMABAD BILLBOARD
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MOBILE BILLBOARD
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FASCIA AT GENERAL STORE
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3. MEDIA RATES
TELEVISION
Television Channel Rupees % Share
Geo News 12,960,000 40%
The Muzik 7,938,000 24.5%
Geo Super 5,508,000 17%
KCS Network 1,134,000 3.5%
Total 32,400,000 100%
PRINT MEDIA
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JANG 3,120,000 26%
EXPRESS 1,920,000 16%
THE NEWS 3,240,000 27%
Total 12,000,00 100%
0
RADIO
Channels Rupees % Share
FM 96 1,656,00 23%
0
FM 103 2,880,00 40%
0
FM 107 2,664,00 37%
0
Total 7,200,00 100%
0
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BILLBOARDS
Billboard Rupees % Share
Tariq Road 2,352,000 28%
PNS Karsaz 1,176,000 14%
Clifton 2,688,000 32%
Nazimabad 1,008,000 12%
Gulshan-e-Iqbal 672,000 8%
Others 588,000 7%
TOTAL 8,400,000 100%
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