Table of Contents

Content

Executive Summary Page Number

3

Company History 4

Company Introduction 5

Situational Analysis 6

• Vision Statement 7

• Mission Statement 7

• Market Share 7

• Customer’s Loyalty 7

• Market Attractiveness 8

• Product Life Cycle 9

PEST Analysis (Macro) 10

Porter’s 5 forces analysis(Micro) 11

SWOT Analysis 12

Objectives 15

Strategies 17

• Market Segmentation 18

• Market Targeting 20

• Market Positioning 21-28

Tactics 29

• Marketing Mix 30

• Price 30

• Product 32

• Place 36

• Promotion 37

Action 43

• Project Management 44

• Schedules and Deadlines 45

• Meetings and Memos 45

• Budget Allocation 45

Control 47

• Budget Monitoring 48

• Media Plan 48

• Updating Plan 49

• Measuring Objectives 49

References 50

Executive Summary:

Colgate Palmolive is a well-reputed company with a large series of its well-known products having different varieties in terms of flavour. Colgate is one of the most prominent products of Colgate Palmolive. Here in our project we are going to introduce a new orange flavoured Colgate which is specially prepared for kids.

Our aim is to produce best quality product for the kids for make the market attractiveness. It reflects the company’s best opinion as to how it can most profitability apply its skills and resources in the market place. As our company believes that quality is our product, therefore we designed our product according to specific quality standards.

We are decided to evaluate the various segments and decide how much and which segment we can serve best. Colgate is serving customers through ‘Differentiated Marketing’. Using different flavours and alterations, and it focus different age group.

But Colgate Junior by Colgate Palmolive is now planning to target children. It is an Orange cooling crystal Gel which is specially manufactured for kids ranging 4 to 9 years.

The company competitive edge is a best quality fruity crystal gel with maximum calcium and fluoride. This will distinguished our product from our competitors. And Colgate Junior will be a high priced and high quality pastes whose price corresponding substantially with its quality.

As we know that Colgate is the market leader in oral hygiene. We will expand our market with the time. We will launch our product (Colgate orange) in the other provinces of Pakistan like Sindh and N.W.F.P.

The company try to increase our net profit more than 23% of the sales by the end of 2009.and our aim is to achieve 10% of the market share by the start of 2009. The company goes for exclusive distribution and has an indirect channel of distribution. Colgate Junior adopts market skimming pricing strategy, product line pricing strategy, promotional pricing strategy, and geographical pricing strategy.

History of Colgate Palmolive:

In 1806, William Colgate opened up a starch, soap, and candle factory on Dutch Street in New York City under the name of "William Colgate & Company". In 1857, William Colgate died and the company was reorganized as "Colgate & Company" under the management of Samuel Colgate, his son. In 1872, Colgate introduced Cashmere Bouquet, a perfumed soap. In 1873, the firm introduced its first toothpaste, aromatic toothpaste sold in jars. In 1908 they initiated selling toothpaste in tubes.

In Milwaukee, WI, the B.J. Johnson Company was making a soap entirely of palm and olive oil. The soap was popular enough to rename their company after it - Palmolive.

A Kansas based soap manufacturer known as the Peet Brothers merged with Palmolive to become Palmolive-Peet. In 1928, Palmolive-Peet joined the Colgate Company to create the Colgate-Palmolive-Peet Company. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive Company".

In the beginning of television, Colgate-Palmolive wished to compete with Procter & Gamble as a sponsor of soap operas. Although the company sponsored many shows in part, they were most famous for being the full sponsor of the serial The Doctors.

George Henry Lesch was president, CEO, and chairman of the board of Colgate-Palmolive in the 1960s and 1970s.

In 2006, Colgate-Palmolive announced the intended acquisition of Tom's of Maine, a leading maker of natural toothpaste, for US$100M. Tom's of Maine was founded by Tom Chappell in 1970. This announcement has received both praise and criticism, with many questioning why a company with a 'No animal testing' policy would sell themselves to a company that does test on animals when not required to by law. Harvey A. Colgate currently manages the company. He and his wife have two children, Kathryn and Carleton, and are currently worth $358 Million.

For the past 33 years the Colgate-Palmolive Company has sponsored a non-profit track meet open to women of all ages. This event is called the Colgate Women's Games. The Colgate Women's Games is the nation's largest amateur track series open to all girls from elementary school through college. Our goal is to provide an athletic competition that helps the participating young girls and women develop a strong sense of personal achievement and self-esteem.

Introduction: Colgate-Palmolive is a $10.6 billion global company serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable. The Company focuses on strong global brands in its core businesses — Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate is delivering strong global growth by following a tightly defined strategy to increase market leadership positions for key products, such as toothpaste, toothbrushes, bar and liquid soaps, deodorants/antiperspirants, dishwashing detergents, household cleaners, fabric conditioners and specialty pet food.

SITUATION ANALYSIS:

It is the first step in developing a marketing plan. The main purpose of this analysis is to discover the distribution trends, company’s product and most importantly the situation of the markets in which the company has decided to compete in.

It includes the following two steps:

i. Micro environment

ii. Macro environment

Internal Analysis:

Vision Statement: Our three fundamental values—Caring, Global Teamwork and Continuous Improvement—are part of everything we do.

Mission Statement: To provide colgate with a significant competitive advantage by reducing total delivered cost, extending technology resources and developing excellence in purchasing, logistics and sourcing process

Market Share: Colgate Palmolive is an exceptionally renowned brand when we talk about oral care. Colgate launched many products keeping in mind the preferences of its customers. For 1806 it has been striving to be the market leader and now with 26% shares of the whole oral care market, eventually it is on the top as a market leader of oral hygiene.

Customers’ Loyalty: Colgate Palmolive has been serving its customers since long and now at this point of time has made its mark in attracting quite a large number of loyal customers. So Colgate Palmolive has succeeded in making quite a large number of loyal customers by fulfilling their demands up to their perceived value and expectation.

Market attractiveness: Following figure illustrates the market attractiveness for Colgate Palmolive. This can help in gaining an idea about the acceptance of the new product which is Colgate Junior.

Product Life Cycle: Product life cycle depicts the aging procedure of a product. Product life cycle (PLC) is to do with the life of a product in the market with respect to business/commercial costs and sales measures; whereas Product Life cycle Management (PLM) is more to do with managing descriptions and properties of a product through its development and useful life, mainly from a business/engineering point of view. PLC starts from the research and development phase and ends with the decline phase where strong and applicable techniques are required to up raise the product back to the maturity or growth phase. Our product has stepped into its introductory phase after crossing through the research and development phase of its life cycle. Whereas the industry stands very close to maturity stage and can unquestionably considered to be at this phase.

External Analysis

Macro: The macro environment consists of larger societal forces that affect the micro environment including demographic, economic, natural, technological, political and cultural forces.

PEST Analysis:

Political Factors: Political factors play a vital role for the business prevailing in the country. If the government is inactive then the company advances at a standard rate but the other way round, a drastic fall can be seen.

Economical Factors: Another imporatant external force that directly affects our decisions is the economic variation. If a country experiences inflation then it will have a negative impact on the businesses running in that country. So our product is directly influenced by this factor.

Socio-cultural factors: The main forces affecting decisions about our product are the social and cultural factors. Before taking any decision we have to keep in mind the specific religious and cultural key factors for our survival in the industry because people will repel the product that their religion or culture do not prefer.

Technological factors: Technolgy is a factor whose value cannot be ignored. Technologies vary with the passage of time in all industries. We also make our techniques and methodologies up to date for keeping our product preferable in the market.

Micro: The micro environment consists of the factors close to the company that affect its ability to serve its customers_ the company, suppliers, marketing intermediaries, customer markets, competitors and publics.

Porter’s 5 Forces:

Competitive Rivalry (High): Our competing firms include close-up, english, medicore, forhan’s, shield, doctor’s, sparkle, medicam, A-1 and minto toothpastes which are in this field and pursuing the same purpose.

Threat of Entrants(High): As the international market is rapidly growing so there is always a threat that new companies are going to jump into this industry for pursuing the same objective.

Threat of substitute(Low): Threat of substitute is quite low because most of the people prefer using toothpastes instead of going for toothpowders or herbal stems for dental cleansing and there are not many subsitutes in the market for toothpastes.

Bargaining Power of Suppliers(Low): Bargaining power of suppliers will be quite low because colgate is a leading brand so suppliers wish to maintain stability in delivering their raw matarial to the firm without fluctuating the prices.

Bargaining Power of Buyers(Low): It is quite low because there are not many substitutes in the market to which the consumer can switch. The prices are fixed and customers are not provided with enough opportunity to alter the consistent prices.

SWOT Analysis:

Strengths:

The strength of Colgate is as follows:-

• Qualified sales staff

• Strong financial backup

• Orange Gel:-

First time in the Pakistani market we are going to introduce the toothpaste with orange gel. It will provide you the maximum freshness in yours mouth through out the day. This will keep fighting against bacterial actions in yours mouth.

• Orange Crystals:-

This Colgate Orange includes orange crystals that provides instant freshness, cleanness, and great orange taste that helps yours teeth in removing plaque and stains while you brush yours teeth.

• Maximum Protection:-

Colgate orange gel contains sodium fluoride that helps in preventing exposed root cavities and prevents tender gums. Colgate provides the total 12- hours’ protection of yours teeth.

• Friendly Environment:-

Colgate provides you the employee friendly environment that provides the positive impact on society.

Weaknesses:

• Due to high rate of taxes our prices are higher

• Giant competitors like pepsodent and close-up.

OPPORTUNITIES:

In the Opportunities of the Colgate Orange are…

• Large investment:-

High investment is the biggest Opportunity for the Colgate- Palmolive Company.

• Intensive distribution:-

As the product is daily useable commodity so the company is using intensive distribution which provides an Opportunity for the company that the Colgate Orange is available at every shop and due to this the sales of the company is increasing day by day.

• Stable economic conditions:- Stable economic conditions boost the growth of the product.

• Globalization:- As the world is becoming a global village, so taking it as an opportunity we can consider it to be a prospect for Colgate orange.

• Technology:- Technology is at its bang.

Threats:

In the threats that Colgate Orange feels there are …

• Chances of Failure:-

As the company is new in the market, may be the people accept the new taste in toothpaste field or may be reject the new product. The company has no idea about its chances of success. Also the company has an idea that may be this product is failed in earning the market share oral care field because there are usually 90% chances of failure of new product in the market. It’s the threat for the company that disturbs the company management.

• Competitors:-

In Pakistan there are many companies in the field of toothpaste manufacturing so there is a huge rate of competition in the market. Some international companies are also offering their products of this category. China is also offering their products at lesser price so this is another threat for the Colgate-Palmolive company and also for their product that is Colgate Orange.

• Unstable political conditions.

OBJECTIVES:

Objectives provide the basis for any firm to stand. Every firm, before being a part of any industry, plans on what it actually wants to achieve. These objectives are very important and help the management as well as the staff to see how they can get what they want over a specifis period of time. These objectives must be SMART enough to work upon. SMART stands for:

1. Specific – Objectives should specify what you actually want to achieve.

2. Measurable – You should be able to measure whether the objectives are being met or not.

3. Achievable – The objectives you set should be achievable and attainable.

4. Realistic – Keeping in mind your resources, it should be realistic to achieve the predefined objectives.

5. Time – When you are suppose to achieve the objectives. (Time duration)

Objectives of Colgate Junior:

MARKETING STRATEGY:

Strategy is a decision which will affect all the subsequent tactics. Marketing strategies are the means by which objectives will be achieved. It reflects the company’s best opinion as to how it can most profitably apply its skills and resources in the marketplace. Marketing strategy is the broad statement of the way in which the organization sets out to achieve these objectives. Included within this would be a series of decisions on the markets in which the organization will operate the type of product it will offer and the basis of the competitive stances. Strategies endow us with a broad direction directing the way through which we can achieve the desired position or objectives.

It includes:

• Market Segmentation

• Market Targeting

• Market Positioning

Market Segmentation:

Markets consist of buyers and buyers differ in one or more ways. They may differ in wants, resources, locations, buying attitudes and buying practices. Dividing a market into smaller groups of buyers with distinct needs, characteristics or behaviors who might require separate products or marketing mixes. This is what we call market segmentation.

To target the market in a better way, we have divided our market on the basis of following four variables:-

• Geographic

• Demographic

• Psychographic

• Behavioral

Geographic

We have divided Pakistan in four segments on the basis of provinces. But our targeted segment will be the biggest Province of Pakistan, Punjab keeping in mind the factor of population. As Punjab is the biggest province according to population (as depicted in the subsequent pie chart) so we will start our business from Punjab. We have selected Punjab for different reasons. One major reason has been mentioned earlier that Punjab is the biggest province of Pakistan and this is the safest market to do business. Some other reasons are that Punjab is the most prospered and developed province and there are much developed cities than other provinces like Lahore, Multan and Faisalabad, Islamabad and Rawalpindi etc. With the passage of time we will expand our business all over the country.

Ref:- Web1

Demographic

The basic selected variable from demographic segmentation is age. Our product (Colgate Junior) is specifically manufactured for kids. This is the reason why we will target kids from 4 to 9 years of age. As mentioned earlier, the product is designed keeping in mind the younger population nevertheless people ranking above the age limit can also utilize our product as it is not a detrimental product.

Psychographic

Psychographic segmentation has been done on the basis of social class. Middle class and High class will be targeted because our product will not be within the means of middle class society. We will specifically design our marketing strategy according to our selected segments.

Behavioral

According to a national survey by Colgate Palmolive in 1999 only 16% of the total population of Pakistan had been using toothpastes as a mean of daily oral cleansing. Since now toothpaste is a product which is not used occasionally in urban areas round the country. People use toothpastes daily and their attitude towards toothpaste is quite positive because dentists advise to clean teeth after every meal and at least twice a day for healthy teeth. Kids are specially advised to use toothpaste because of different reasons. So to attract the kids towards toothpaste we are introducing orange flavor of Colgate (as orange flavor proved to be the most demanding in accordance with our survey).

Ref: See Index

Market Targeting:

Market segmentation reveals the firm’s market segment opportunities. The firm now has to evaluate the various segments and decide how many and which segments it can serve best. A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Target marketing can be carried out at several different levels. The company can target very broadly (undifferentiated marketing), very narrowly (micro marketing) or somewhere in between (differentiated or concentrated marketing).

Colgate Palmolive is serving customers through “Differentiated Marketing”. Using different flavors and alterations, it has focused on people with different age groups and with different preferences. For example colgate launched a flavor of miswak for people who preferred miswak to paste thereby attracting new customers having different attitude towards a product.

Colgate Junior by Colgate Palmolive is now planning to be part of the besieged customer group (children). It is basically an orange cooling crystal gel that is specifically manufactured for kids standing somewhere between 4 to 9 years. Kids of this age group normally do not like brushing their teeth. This flavor is preferred by the majority of kids (as stated in the market research) so they would love to try this new tasty toothpaste.

Market positioning:

Market positioning involves the way a product is defined by customers on important attributes. It is the place the product occupies in consumer’s minds relative to competing products. The core strategy is the matching of company strengths and market opportunities and has two components:

• Identification of group of customers to whom the company can clearly show it has a differential advantage.

• The firm needs to position its offerings in the customer’s mind.

Our first priority is to maintain the good image of our brand in the mind of our customers by introducing a new product of an equivalent quality. We have to position our product in market in a way that can attract more loyal customers.

Positioning Statement:

Perceptual Map:

In planning the positioning strategies, marketers often prepare perceptual positioning maps, which show consumers perception of their brands versus competing products on important buying dimensions.

Here we can show our position by this graph. We want our customers to retain their belief that we provide them quality products within their budgets as we believe quality never goes out of style and though we never compromise on quality. The graph stated below depicts some of the main pursuers in the market.

Our product can be placed in the first quadrant, being superior in quality. As far as price is concerned, to some extent it is more than the competitors and can be considered as slightly more than the average prices. We can witness from the above graph that close-up and pepsodent are the close competitors of Colgate, having slightly less prices than Colgate.

Differentiation:

Our competitive advantage is superior quality of fruity crystal gel toothpaste with maximum calcium and fluoride.

As currently we are in die slowly stage. Due to having the edge of strong brand name the range of products is already efficient. This strong image is enabling our product to win the confidence of target market and increase its effectiveness in a short span.

And the combination of both effectiveness & efficient will drive our product to the target box (thriving).

BCG Matrix:

The BCG Matrix was created by the” The Boston Consulting Group” (BCG) and it became one of the most well-known portfolio management decision making tools in the early 1970's. It is based on the product life cycle theory, and it is used to prioritize the product portfolio in a company or department. There are two dimensions - market share and market growth. The basis idea in using the Matrix is that the higher the market share a product has, the higher the growth rate and the faster the market for that product grows.

Ref: Web 2

In the above illustration, we prospect our product Colgate Junior to be in QUESTION MARK box. As the product is being launched by a company already running successfully in oral care industry i-e Colgate Palmolive, so the product has intensive growth rate and market acceptability. As far as market share is concerned, a newly introduced product will have a low market share but with the passage of time Colgate Junior will gain rigorous sales through our promotional strategies. At that echelon, we will be moving towards the star box. So STAR will be our ultimate and prior location.

Briefly, the strategy would be intensive cash investment to keep the product on the track and then transforming the product to the maximum revenue generator. . The profit share will increase parallel to the ratio of growth. Time is the main factor to gain require target of market share & growth. As a result of 'economies of scale' (a basic assumption of the BCG matrix), it is assumed that these earnings will grow faster the higher the share.

Ansoff's product/market expansion grid:

In this grid strategies are made on the basis of products and markets.

We will adopt the product development strategy because we are launching a new product for existing market, as the market for kids already exists.

Product development strategy:

Developing new products for existing market is product development as shown in the above table. Product development includes modified or new product to current market. Our new product (Colgate Junior) is a product targeting an existing market (kids market). We are offering new flavor with the new style in toothpaste. Our toothpaste also contains ingredients (maximum calcium and fluoride) which are good for the strength and shine of teeth. As kids usually don’t like to brush teeth which is a problem for the parents, that's why our product is designed accordingly that will attract kids and urge them to use toothpaste daily. We have selected orange flavor because lots of kids prefer orange flavor (as stated in our market research) in their candies, jellies etc.

Pull Strategy:

Colgate Junior will implement pull strategy in order to be a magnet for customers. This will be done through strong advertisement and awareness strategies. Magazines, newspapers, billboards and cable networks are considered to play an imperative role for this purpose. This scheme will pull the tendency and demand from the consumers. We will also focus on arranging events for kids like drawing competitions, puppet shows and color festivals for kids as a mean of promoting Colgate Junior.

Push strategy on the other hand can also serve the same purpose of promotion. By giving special considerations to the retailers, we can push our product to the end consumers. But the main focus will definitely be on pull strategy i-e to urge the consumers for the demand of the specific product and thus making loyal customers for the brand.

Competitive moves:

There are four competitive moves:

• Market leader

• Market challenger

• Market follower

• Market nicher

Our firm is the market leader so we will adopt market leader strategies.

Market leader:

We will expand our market with the time. We will launch our product (Colgate Junior) in the other provinces of Pakistan like Sindh and N.W.F.P as stated in our objectives.

Customer satisfaction is a key parameter that makes protecting market share possible. It indicates possible weaknesses in operations and addresses areas where to charge. Measuring customer satisfaction is therefore important task of marketing department of the company. Other important task is to benchmark competitors, and try to find out how they tempt customers, what will be their following moves and implement lucrative moves first. So we will provide value to our current customers to retain them because the customers are big assets of a firm. We will also analyze the competitor's strategies, what they are offering to their customers and how they tempt their customers.

Competitive Positioning Strategy:

Consumers typically choose products and services that give them the greatest value. Thus marketers should position their brands on the key benefits that they offer relative to competing brands. There are many competitors in the market but our close competitors are Close-up, Pepsodent and Medicam toothpaste. They are also providing good quality pastes but our competitive edge is superior quality fruity crystal gel with maximum calcium and fluoride.

This will distinguish our product from our competitors. Our overall positioning will be MORE FOR MORE. “More for more” positioning involves providing the most upscale product and charging a higher price to cover the higher costs. Colgate Junior will be a high priced and a high quality paste whose price corresponds substantially with its quality. This product will give prestige to the buyer and a satisfaction of using a desirable brand. Using superior quality in association with this strategy also symbolizes status and life style. Often the price difference exceeds the actual increment in quality.

TACTICS:

Tactics include all the techniques and methodologies used to achieve the objectives. More precisely, the way we can get a hold on our objectives and provide the details of strategies via individual tactical tools.

It includes Marketing Mix which is stated as follows:

Marketing Mix:

Price:

Price has been a major factor, affecting the buyer’s choice. Price is the only element in the marketing mix that produces revenues as our required audiences are kids so our price range will be according to the quantity and size of the tube. We will set prices of our product by taking into account all internal factors including marketing objectives, marketing mix strategy, costs etc and external factors including nature of the market and demand, competition and some other environmental factors like economy and governmental issues. The price varies as we are launching our product in three sizes occupying our targeted consumers. The product will consist of a 30g, 50g and 70g tube.

Available sizes Prices

New Product Pricing Strategy:

New product pricing strategy includes all the possible ways through which a product can be made more adoptable and affordable by the customers. We can either go for market penetration or market skimming strategy. In market penetration the producers set low prices of the product in order to penetrate the market. Through this way the product can attract a large number of buyers and can raise the potential of winning a lump of market share. In contrary to it, market skimming demands a high price for the new product in order to put on more revenues. Both the strategies are adoptable while keeping in mind the pre-defined objectives of the firm.

Market Skimming Strategy:

In our case, the product Colgate Junior is an extension of renowned and famous toothpaste manufacturer’s, Colgate Palmolive Ltd that has pre-occupied the desired position in the mind of its target customers. So charging high for the new product will be more suitable as they are also producing a high quality product with an aim of earning maximum revenue from the target customers. The company decides to adopt this strategy for the impediment of new entrants in the market thus reducing the threat of new entrants.

Value Based Pricing:

An increasing number of companies are basing their prices on the product’s perceived value. Value based pricing uses buyers’ perception of value not the seller’s cost, as the key to pricing. Value based pricing means that the marketer cannot design a product and marketing program and then set the price. Price is considered along with other marketing mix variables before the marketing program is set.

Colgate Junior is going to set its target price based on customer perceptions of the product value. The target value and price will then drive our decision about product design and what cost can be incurred. As a result, our pricing will begin with analyzing consumer needs and value perceptions and price will be set to match the consumers’ perceived value, keeping in mind the fact that “good value” is not the same as “low price”.

Geographical Pricing:

A company must decide how to price its product for customers located in different parts of country or world. Deciding whether the company should risk losing the business of more distant customers by charging them higher prices to cover the higher shipping costs or it should charge all customers the same prices regardless of location.

We can price the customers in all the following possible ways:

Colgate Junior is supposed to offer through Uniform delivered pricing scheme.

Uniform delivered pricing:

Colgate Junior has a uniform delivered pricing strategy in which it charges the same price for all customers, regardless of their location. The company offers the same fixed price for the product in all regions of Punjab. The product will be offered throughout Punjab including Lahore, Faisalabad, Islamabad, Rawalpindi and Multan. Even if we boost our distribution and availability to other provinces, even then the strategy of uniform delivered pricing will remain corresponding.

Product:

Parents are very conscious about the quality of the product that their children are suppose to use, keeping in view the requirements of parents and our besieged age group of the audience we have to retain the competence of quality meanwhile making the product colorful, flavored and eye catching for the targeted kids. It will be a symmetric packing range in three sizes making it more adoptable and affordable for people concerning our focused income level assortment.

Ref: Web 3

Core Product:

Our core product is the orange gel with cooling crystals, in the tube. The hub benefits are stated as follows:

• Prevent Tooth Cavities

• Prevent Exposed Root Cavities

• Fight Against Bad Breath

• Reduce Plaque

• Reduce Gum Problems

• Strengthen Weak Tooth Enamel

• Remove Stains

.

Actual Product:

Brand name: Our brand name is Colgate Junior® that is in line with Colgate Palmolive.

• Quality: We are determined in providing the brand, assuring quality and affordability to the major sector of the country, initially to the major sector of Punjab. The quality is the factor that cannot be compromised in any condition as the leading brand of Colgate assures the best quality paste to its customers.

• Design and style: The design and style of Colgate junior are set to be quite appealing and catchy for kids. Kids are usually more attracted towards colors and cartoons. So keeping in mind this fact, colgate junior has been associated with most preferred cartoon character Tom & Jerry as preferred by the majority in research. So the product is considered to be pleasing for kids through unique design and style.

• Features: The toothpaste is manufactured as an orange gel with cooling crystals and enclosed in an attractive tube.

• Packaging: The packaging is made very attractive as the product is specifically designed for children so packaging is given special consideration so it may prove appealing to the target consumers.

Augmented Product:

It includes the classification of our product, website address and helpline number or U.A.N number for assistance and after sales services. Web site address of Colgate Palmolive is www.colgate.com.pk and the helpline number is (92-21) 5698000, 5685867. After sales services include the responsibility of replacing the damaged or expired piece from the customer. If we consider the categorization of our product then it falls in the category of staples in Convenience Products.

Branding: A brand is a name, term, sign, symbol, design or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competitors. Branding has become so strong that hardly anything goes unbranded.

Brand name: The name of the brand is Colgate Junior® proposed by Colgate Palmolive.

Brand Sponsorship: Colgate Junior is a Manufacturer’s Brand (National Brand) because Colgate is distributing its product with its own brand name as created and owned by Colgate Palmolive itself and can be available at general stores, key outlets (walking stores) and karyana stores.

Packaging and labeling: Orange gel paste is enclosed in a very attractive tube. Labeling includes the brand name, benefits, ingredients, address of the firm and expiry date.

Place:

Placement plays a vital role in the life cycle of product so we will place our product at:

As we already have a very strong distribution network of other products of same brand so we will use the same distribution channel and network that is considered to be a very strong key factor in distribution procedures.

Distribution:

Marketing Channel or distribution decisions are among the most important decisions that management faces and directly affects many other marketing decisions.

Channel level: Our product will follow a chain in which from the manufacturers (Colgate Palmolive), the product goes straight to the ware houses of distributors then to the respective zones (separations made by Colgate Palmolive for the ease of distribution to multiple cities). Then after pricing, the product goes to the shops (retailers) and finally to the customers and end consumers.

Manufacturer Ware house Retailer Consumer

Conventional marketing channel: We will have a conventional marketing channel since we have a distribution channel structure in which Colgate Palmolive places its products in the shops of retailers or sales them to the wholesalers and they do not work like a single team.

Type of distribution: Colgate Junior is dealing with a few authorized dealers. As the number of authorized dealers is 9 so it follows Selective Distribution Channel. We have two distribution channels in rawalpindi, 1 in Islamabad, 1 in multan, 4 in Lahore and 1 in faisalabad. Above mentioned only the authorized distributors are allowed to deal with Colgate Palmolive and henceforth with Colgate junior for the sake of distribution.

Promotion:

The promotional strategy which Colgate Junior will adopt to cop up with the competitive market would be firstly to focus on awareness of the new product. This would be done by placing stalls and counters of Colgate Junior 30g tube free of cost, outside the schools. Then next step would be promotion through magazines, newspapers, billboards, pamphlets, T.V channels along with buntings in the shops. Making attractive T.V advertisements would definitely attract and urge children to try it because of its catchy appearance. We would focus on increasing the sales with the passage of time to gain control on the besieged chunk of market share. More precisely:

• Our first and foremost objective is to provide market awareness to our target customers.

• Power of advertisement while using both media (Print & Tele).

• Use of cartoon characters which are favorite in kids like Tom & Jerry, Snoopy etc (It will be decided on the basis of market research).

• Also to offer free samples to the target consumers to check the quality of offered product that is substantially high.

Promotional mix:

We are supposed to use the following steps in our promotional mix:

• Advertising

• Personal Selling

• Public Relations

• Sales Promotion

• Direct Marketing

Advertisement:

We will advertise our product through television, billboards, magazines, newspapers and brochures.

Bill Boards:

We will also advertise our product through billboard because the kids who watch our ads on television when they will watch our value added product on billboards they will definitely enforce their parents to buy it for them.

Television:

We will advertise our product on local area cable network because it is the most effective way to get the attention of the kids, after that we will switch towards the advertisement on famous television channels including Geo, Aag and PTV. We will run our commercial ads especially during the intervals of cartoons and children concerning serials or in times when children can almost certainly watch TV.

Newspapers & magazines:

We will also advertise our product in newspapers and magazines using interesting and appealing pictures of their favorite cartoon characters so that more kids can be made aware of our product. The most preferable magazines would be Aurora, Blaze and Review through which we are suppose to publish our advertisements. Newspapers which are selected for this purpose are Dawn and Din newspapers.

ADVERTISING BUDGET:

TVC & Radio Media Plan

Station Timings Launch Cost per Diem Duration Total Cost

PTV

Home 7am – 10 am

5pm – 7pm

10pm – 12am

Octobe 1st Rs.195,000 15 days

(every other day) Rs. 2,925,000

ARY

Digital 1am – 8 am

6pm – 7pm

9pm – 11pm October 1st Rs.155,500 15 days

(every other day) Rs. 2,332,500

Geo Ent 8am – 10 am

8pm – 9pm

10pm – 12am October 1st Rs.170,500 15 days

(every other day) Rs. 2,557,500

Aaj Ent

7am – 10 am

5pm – 7pm

10pm – 12am

October 1st Rs.75000 15days

(every other day) Rs. 1,200,000

Total Rs 9,015,000

FM 101 KHI, ISD, FSD, PES, LHR 7am – 10am

9pm – 10pm

October 1st Rs.10,000 15days

(every other day) Rs. 150,000

FM

89 KHI, LHR, FSD 8am – 9am

10pm– 11pm

October 1st Rs.4200 15days

(every other day) Rs.63,000

Total Rs 213,000

Newspaper & Magazine Media Plan

Periodical Launch Cost \ week Duration Total Cost

Jang October 1st Rs.16,045 6 months Rs.385,080

The News October 1st Rs.8,930 6 months Rs.214,320

Dawn October 1st Rs.17,500 6 months Rs.420,000

Jang Mag October 1st Rs.4,745 6 months Rs.113,880

Akhbare jahan October 1st Rs.6000 6 months Rs.144,000

Aurora October 1st Rs.20,000(per 14 days) 6 months Rs.240,000

Dawn magazine October 1st Rs. 6000 6 months Rs.144,000

Total Rs 1,661,280

Billboard Media Plan

Type Location Launch Cost per Month Duration Total Cost

Hoardings Kalma Chowk October 1st Rs.39600 12 months Rs.457200

Hoardings Ferozepur Road October 1st Rs.39600 12 months Rs.457200

Hoardings Blue area

islamabad October 1st Rs 45000 12 months Rs.540000

Hoardings f-10 sector

islamabad October 1st Rs.45000 12 months Rs.540000

Hoardings Tariq road

Karachi October 1st Rs.60000 12 months Rs.720000

Hoardings Sadar

karachi October 1st Rs.60000 12 months Rs.720000

Hoardings D – ground October 1st Rs. 32000 12 months Rs.384000

Hoardings Peshawar cantonment october 1st Rs.35000 12 months Rs.420000

Total cost Rs.528000 12 months Rs.4,238,400

Personal Selling: This scheme will be applied in the introductory phase. The introductory phase. The product will be available on doorstep for making more and more people customary of this new product and people would test the product without going to the shops. This technique would also influence those who did not catch free samples due to some reason.

Public Relations: Public relations undoubtedly play a vital role in the acceptability of any product by the general public. Its all about setting a perception necessarily positive, in the minds of people whether they are presently our customers or the other way round. Colgate junior has decided to trail for a certain amount of revenue in specified time period and has decided to donate 9% of the total revenue to charity organizations earned per annum by the team.

Sales Promotion: Sales promotion is made in order to intensify the boost of sales. It can be done in a variety of ways. We can offer short term incentives in order to break through the market and making the sales even bigger in size. We can also offer complementary products like tooth brush with the sale of a 50g pack after achieving the desired sales. Another way can be giving discounts or providing more of the product in the same price. Sales can also be promoted by giving free samples of the 30g pack to specific locations like schools etc.

Direct Marketing: Direct marketing can be considered very important in a way because it helps in maintaining good relations with the customers. Advertisements on the other hand, undoubtedly play a vital role in creating the awareness or interest of the product but they only convey what a product actually is in a short span of time. Customers normally want to know more about the specifications and characteristics of the product and this could be done through providing the customer with the proper channel that they can use to interact with the company. The medium used for this can be either through billboards or directly mailing the cutomers.

Actions:

After making the strategies and managing the tactics. We will put them into action and try implementing them efficiently to carry out the maximum result. We will put our all strategies and tactics into action by using the following

• Project Management

• Schedules and Deadlines

• Budget Allocation

• Project Management

Organizational Chart

There is a hierarchy of our organization in which CEO of the organization will lead the four directors of the company from different departments. As the marketing is our concern so we will describe the marketing department and we will put our stated strategies into action. Miss Novera Ilyas is a director of the marketing department and is supervising the marketing department. She will give the instructions to her subordinates that how to achieve the goal and implement the strategies and tactics. Mr. Mubeen Liaquat is a General Manger of the marketing department. He will Monitor the proceeding that is the department achieving its desired goals or not? If not then GM will have to change his plan by consultation with the higher authorities. Miss Shoa Khan and Messieurs Ali and Sohaib are the marketing managers assisting Mubeen Liaquat in managing the marketing activities of the organization to get the objectives set by the higher authorities. The company has a very strict quality control department which seeks complete customer satisfaction .The quality control department principal job is to ensure that our customers receive prompt, courteous, professional service with the highest quality workmanship. Colgate Junior service network will check the performance of the organization that is the company getting its desired customer response? Is it getting the loyal customers?

Schedules and Deadlines:

Colgate Junior project management team is very concerned with the timely completion of the tasks and goals which they have set for themselves. For creating brand awareness, company will start its campaign on TV by 20th of January for seven days a week at least one month. Billboards will be placed on Liberty and Feroz Pur road by the 25th of January for one month till 25th of February. The distribution of the pamphlets at traffic signals will start on 27th of January. Colgate Junior will arrange a puppet show at different schools to attract kids. The first show will be at Lahore Grammar School (Model town) on 27th of February. Colgate Junior will announce its annual report on 31st of December to attract the customers by showing our increase sales.

Budget Allocation:

Our budget for Lahore branch is 2000000 per month and for Faisalabad, Islamabad, Rawalpindi and Multan branch is 1500000 each. This budget includes expenses like building rent, salaries of our artisans, utility bills, office supplies, vehicles maintenance and fuel, promotion or advertisement and etc. Our total budget per month is Rs.6500000 with the annual budget of Rs.78000000 (PKR 78million). 50% of this budget goes to Marketing.

Further Allocation of Marketing Budget:

• 50% of the marketing budget is allocated for Promotion, which is affordable for us.

• 20% for distribution along with vehicle fuel expenses.

• 15% for office supplies.

• 15% for Research and Development

Distribution of promotional Budget:

Distribution is as follows:

• 45% for advertisement

• 25% for Sales Promotion

• 10% for Public Relations

• 10% for Direct Marketing

CONTROL:

To keep an eye on our tasks and procedures, controls are used. They make us sure whether we are doing things in a right way or not. It involves measuring, monitoring, reviewing, updating and modifications in our performed schemes and procedures.

To see things in accordance with what was planned, we will take the following control procedures.

Monitoring

Marketing department will manage a monitoring team which will check the performance periodically. We will arrange a general body meeting by inviting different departments like Marketing, Finance, R n D managers in which we will see that have they achieved their desired target. And we will also try to figure out our mistakes. The monitoring team will also check that is the plan working or not if not then what should be done. There could be two possibilities, first one that the firm may switch to plan B or may they update their plan.

Media Plan

As we know that advertisement is a best way to get the attention of the customers. As customers are a big asset of a firm so if a firm will not get loyal customers then firm will be in a great loss. So to get the awareness of our product among the customers We have made a media plan including TV ads, Newspaper ads Billboards, Pamphlets and we will review that are those planned activities getting the required costumer response or not. Our plan includes that, are our ads suitable to target market or not? We will control all the plan and try to get the best response from our customers.

Updating Plan

The company will keep a regular check on the market and record any change in the market trends. Firm will create a committee who will check the market trends periodically and will update its plan according to the market trends and changing behavior of its customers. The marketing department will specially update its advertisement plan, because advertisement is a basic tool to get customers awareness as mentioned earlier.

Measuring Objectives

From business point of view objectives are the one of the most important things. So if a business has to survive in the market they have to measure their objectives by time. Suppose if a company does not measure its objectives for a long time then, how it can be determined that business is going in a right direction or no? That’s why our board of directors will review the goals and objectives of the company periodically. If the company is not achieving its objectives then board of directors will figure out the problems and they will try to sort out the solution. If the company is achieving its objectives then board of director will set new goals for the coming years. Measuring objectives is much more important for us than some other company because our product is new and we have to get customer satisfaction and to create awareness among the customers which is an essential part of our objectives to achieve.

References:

Web 1- www.pakheaven.com/pakistan/provinces.html

Web 2- http://images.google.com.pk/imgres?imgurl=http://www.decide-guide.com/images/bcg.gif&imgrefurl=http://www.decide-guide.com/BCG-matrix.html&h=427&w=515&sz=14&hl=en&start=1&tbnid=J7Vi2wqI5wup7M:&tbnh=109&tbnw=131&prev=/images%3Fq%3Dbcg%2Bmatrix%26gbv%3D2%26ndsp%3D18%26svnum%3D10%26hl%3Den%26sa%3DN

Web 3-

Reference”a”-

Adnan Ali

Assistant Manager (Advertisements)

DAWN Group of Newspapers

20-N, Gulberg - II,

Lahore

Tel: +92-042-5758120

Email: adnan.mktglhr@dawn.com

Reference”b”-

Mr.Mujahid Suhail

Assistant Manager (Advertisements)

DIN Group of Newspapers

Gulberg - II,

Lahore

Tel: +92-042-5883545

Reference “c”-

Mr.Adnan Siddique

Assistant Manager Advertisement

BLAZE Advertising Agency

61-B3 Gulberg 3 Lahore