MKT202

Sec : 5
Group : The Thinkers

Marketin
g Plan
New product Launch
Product: Rahimafrooz’s VIOLA Beauty Soap

Presented By:

1
Table Of Contents

No. Name Page

01. Executive Summery 03
02. Company Overview 04
03. Market Description 05
04. Competitor Analysis 06
05. Segmenting 07
06. Target Market 08
07. Positioning 09
08. Marketing Mix 10
09. Conclusion 12

Page 2 of 12
 Executive Summary
There are several top brands of beauty soaps in the market and these are Lux, Dove, Meril,
Sandalina, Keya etc. They are leading the current market of beauty soap where Lux and
Dove having the greatest market share with wide product line and also with a strong
distribution channel than any other companies. These top brands are trying to get customer
satisfaction in different ways. Dove is charging a higher price for their better quality. Meril &
Sandalina are trying different approach to get customer satisfaction. They are applying the
strategy of penetration pricing to be competitive in the market.

The beauty soap consumers are usually the girls and women. These consumers are not fully
satisfied with the current products that have been offered by the current market. Consumers
are continuously searching for beauty soap which is of great use, better quality and low price.
At the same time they want more variety. Since there are no alternatives, they are only
consuming those products which are offered by the current market. We made a survey of 300
women in different markets and places. The result clearly states a new brand with greater
offerings in terms of quality, quantity and price will capture the segmented market. To meet
the needs and wants of the current consumers we are going to launch a new brand of beauty
soap, namely, “VIOLA”. The name “VIOLA” comes from the name of the musical
instrument viola which symbolize symphony as well as from the viola flower which
symbolizes eternal beauty. We will be offering four varieties in such as Classic, Natural,
Passion and Romantic. The aim is to go for the “More For Less” strategy and the “Cash
Cow” strategy. Our primary customers will be teenagers and young women and the
secondary customers will be the corporate and mid-aged beauty conscious women. Our brand
will follow different promotion activities such as - billboard ad, pop-up windows in websites,
sponsoring beauty contests and posters to get the customer attraction to make a position of
the brand in customers’ mind.

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 Company Overview
Rahimafrooz, founded in 1954 by Late A. C. Abdur Rahim as a trading company, is one of
the largest business groups in Bangladesh. It consists of nine SBUs and several other
affiliations. The Group's Chairman is Mr. Afroz Rahim and the Managing Director is Mr.
Feroz Rahim.

We believe that leadership is about behavior, and we recognize that trust is earned over a
long period of time by consistently delivering on our promises. Rahimafrooz believes that it
is only possible to create long-term sustainable value for our shareholders if their behavior,
strategies and operations also create value for the communities where they operate, for their
business partners and of course, for their consumers. We call this 'creating shared value'.

Rahimafrooz operates in three broad domains: automotive aftermarket, power and energy,
and retail chain. Rahimafrooz has strengthened its market leadership at home while reaching
out to international markets. It sells tires, batteries, lubricants, diesel as well as gas
generators, electrical accessories, solar systems, and power rectifiers.

Through Rahimafrooz IPS, UPS and Voltage Stabilizer, the Company enjoys clear leadership
of the emergency power products market. The Group’s portfolio includes international tire
brands Dunlop and Kenda, and its own brand RZ Tyre. It also markets home and industrial
lighting products from General Electric USA (GE) and electrical accessories from Hager
France. It is the exclusive franchisee of the full range of lubricant brand Castrol in
Bangladesh.

Rahimafrooz, in 2001, made a breakthrough in the urban lifestyles by launching the first

retail chain in the country – “Agora”.

Another breakthrough is going to happen by the company by launching a new brand

“VIOLA” which is a beauty soap specially introduced for beauty conscious women with
the tagline “Elegant Touch of Beauty”. While introducing a new beauty soap its major
competitors are Lux, Dove, Meril, Keya, Sandalina, Tibet etc who are already dominating
the market.

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 Market Description

Our main marketing environment consists of the actors and forces outside marketing that
affect marketing management’s ability to develop and maintain successful relationships with
our target customers. Our marketing environment includes two basic sectors
microenvironment and macro environment. Microenvironments are forces close to our
company that affect our ability to serve our customers whereas macro environments are
larger societal forces that affect the microenvironment.

Microenvironment: Let’s have an eye on our microenvironments in a brief.

 Internal environment: Our internal environment is so friendly and trustworthy. thus
we are still able to have a brand value in the market of our other products.
 Suppliers: Our suppliers are very conscious about our market value so they all time
provide us good quality raw materials and help us to sustain in the market.
 Marketing intermediaries: Our marketing intermediaries are well formed and they
have a huge supply chain in the market. But for our new product we will use a new
intermediaries who are flexible in FMCG products.
 Customers: Though our product is new, we have a big customer line in the market
whom we can easily target. We hope we can reach to our customers’ demand.
 Competitors: As we said we have previously build customer line, its only because of
our competitors who are already serving our target customers. So as a new brand we
will face a big competition but with our extra features in product we will try to catch
our customers’ attention as much as possible.
 Publics: Beside our customers and competitors we also have a group whom we have
to serve because of their interest in our ability to achieve our objectives.
 Macro Environment: Now let’s discuss about our macro environment.
 Demographic: Our market targeting strategy by which we target our customers.
 Economic: Factors lying in our consumers’ buying behaviour where they want to
spend money according to their wants.
 Natural: Natural resources which is used in developing a new product should be or
enhancing total production should be helpful.
 Technological: We will bring new technology to our plant to produce our new
branded product.
 Political: Laws, agencies and pressure groups that influence and limit organizations
and individuals in a given society.
 Cultural: Institutions and other forces that affect a society’s basic values,
perceptions, preferences, and behaviours.

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Competitor Analysis
Competitors the key factor for any kind of business as today’s world is all about competition.
It is more difficult for a well-established company particularly when they want to extend their
product line. Our company is also facing this type of situation. We are going to launch a new
product that is “VIOLA”-beauty soap. But there are numerous competitors in the market,
which are branded as well as traditional. Some market leaders are Unilever’s Lux and Dove,
Kohinur’s Sandalina and Tibet and Square’s Meril. So now we have to compete with these
brands to the highest degree in order to get a good market and lead successfully. We have to
focus on Lux and Dove since they have vast channel distribution, superior product quality,
strong promotion strategy, greater sales and consumer satisfaction. They dominate a large
market where other brands did not get such scope. First of all, we need to ensure our product
quality by maintaining a standard. Then, we have to distribute it so largely that it will be
available in everywhere and for everyone. Promotional strategy is a must especially for any
new product. Attractive advertising can pursue customers to accept the new product easily. It
will be a great challenge for us to exist in the market where Lux and Dove are our rivals. But
if we follow those strategies effectively, we hope that we will become consumers’ first choice
very soon.

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Segmenting
Since “VIOLA” is a new product, we are hoping to launch it all over Bangladesh though we
are emphasizing its sale mainly in the urban areas in the major cities of Bangladesh. This
emphasis will help to differentiate the product from all other leading soap products that are
dominating the market of Bangladesh.

Our primary targets are girls of 15 years to women of 30 years. Our primary target will set a
distinctive approach to our product that will help increase our sales. Our secondary targets are
women of age 31 and above. Our survey of 300 women showed us that the corporate and
mid-aged women tend to buy more beauty products. Thus it’s essential that we give these
ladies a trustworthy and quality product that will help enhance their beauty as per their
expectation.

By segmenting the targets and sales as mentioned above, we hope to reach our desired goal
within a very short time.

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Target Market
After conducting a marketing research on the consumers inside the Dhaka city and
competitors of the beauty soap companies, we have decided to select our target customers
and segment the market according to their needs and wants. Thereby from the four category
of segmenting the consumer market , we have decided to consider the demographic and
geographic view in our target marketing.

Demographic Segmentation:

Primary Target Market - Teenagers and young women aging 15 – 30 years.

Secondary Target Market - Corporate and mid-aged beauty conscious women aging
31 and above.

Geographic Segmentation:

 Urban areas of - Dhaka, Chittagong, Khulna, Sylhet, Rajshahi and other major cities.

In Bangladesh beauty soap is famous among the teenagers and young women. Recently many
popular brands like Meril, Sandalina, Keya, Tibet etc have targeted this segment and have not
been able to capture a greater market like Lux and Dove which have a wide product line. Our
mission is to provide international taste to our target customers, i.e. our target customers will
be able to differentiate our product from the other competitors. The aim is to provide the
superior quality at a favourable low price and also to make them loyal to our brand.

Page 8 of 12
Positioning
Our strategy is to go for MORE FOR LESS positioning strategy, i.e. we can provide more
quality at low price. Our aim is to attack the competitor’s More for More strategy where
they are selling more quality at more prices. Thereby, we are attempting to sell more quality
at low price. For instance, brands like Lux and Dove have used the strategy of more for more
quality i.e. they are selling the saops at Tk.38 or above in the retail store. Our aim is to
provide a better quality soap with MORE BEAUTY CARE at only Tk.35. This is because
now a day people are getting more and more beauty conscious but hard enough to get beauty
care in affordable price.

The positioning will be created by providing a theme of “ELEGANT TOUCH OF

BEAUTY” on the cover which will be eye catching for the teenagers and also for the mid-
aged women who are beauty conscious.

We aimed to take in the differentiated marketing approach that is we will be extending our
product line with four flavours, which will be introduced for the very first time in
Bangladesh. The four flavours are:

(i) Classic (Red) (ii) Passion (Black) (iii) Natural (Purple) (iv) Romantic (Violet)

Proper advertising technique has to be used which will help us to create a position into the
mind of the customers. Our tag line “Elegant Touch for Beauty” suggests that our soap will
be stylish and posh as promised and this will help to create a position into the mind of our
targeted customers. If we are able to provide with superior quality for a long time period, then
this will help us to create customer loyalty.

To create a broader image of our product we will follow effective geographical positioning.
An artistic logo, will create an awareness into the mind of the consumers. By bringing
various flavours in local markets we will be able to make people aware that we are in the
market.

Page 9 of 12
Marketing Mix

PROUDCT

A new type of soap is launched into the market with a brand name of VIOLA. Such a
variety will capture the attention of the segmented market. The quality of the soap is slightly
increased, but the price is low, in comparison to other alternatives in the competitive market.
The design of the soap is such that it attracts the women which are elegant in shape. A brief
feature and benefits will be illustrated on the back on the package of the chips. We offer an
actual product with four varieties such as Classic, Natural, Passion and Romantic because
Rahimafrooz is a renowned company not only in the Bangladesh, but also throughout the
world market.

PRICE

Since our goal is to obtain a very large market share and large number of consumers
in years to come. So, we will set a low price for our product. Our price strategy will be
market penetration pricing. So we think of offering our product at Tk.35 where others’ are at
Tk.38 or above. We are also using value-based pricing approach i.e. our price is fixed to
match the demand of our valuable customers. Initially we will not be offering any sort of
discounts to our target markets. We will provide allowances if the consumer buys a
“COMBO” package at the same time. If a consumer buys all our four flavours, she will get
another one for free according to her choice in flavour. So the overall value will go down due
to the affordability of our products. Although this strategy will cut down some of our profit
margin, still will be able to fulfil our goal to attain a greater market share. Our payment
period will be instant and payment method will be in cash.

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 PROMOTION

Aggressive advertising will accelerate and create the wants of our newly offered
beauty soap VIOLA. New ads will be broadcasting mainly through different TV channels as
well as online advertising such as Facebook or Google advertising or pop-up windows.
Another mode of advertising is personal selling. The company representative will be visiting
different market places. At the same time, retailers will keep our product for the interested
customers to buy our products as well as other competitors products. It will give our policy
makers a better understanding of the market share based on the sale of different products.
Another promotional strategy will be bundle pricing. For this promotion a consumer will
need to buy all our four flavours at the same time to enjoy this promotional offer. In this way
the consumers will buy four flavours which will encourage her friends or colleagues share the
price for the discount. As result we can get more customers at once. Our target market
consists of college and university students who are much beauty conscious. Using public
relations, as our promotional strategy, we will be providing sheds at bus stations and sponsor
various social activities and works with our advertising. This will give the consumers a sense
of comfort as well as our advertising goal of reaching our customers. We will also sponsor
various beauty contests and programs related to beauty care. It will give us the opportunity to
capture the attention of the audience. This will highly enhanced our advertisement campaign
in our target market.

PLACE

We will go for direct marketing as our target locations are urban areas of major cities
only in which we will be selling our product directly to the retailers, who will sell the soaps
to the consumers. This will reduce our overall cost as well as the price in which VIOLA will
be sold to the market. First of all, we are going to cover some renowned places, markets and
super shops. Thus we will be following selective distribution. We will only go for further
manufacturing of the product when we see excess demand for it.

Page 11 of 12
 Conclusion
Rahimafrooz is a trusted and recognized organization that has been delivering quality through
all its products to the mass for years. By launching this new beauty soap, “VIOLA”,
Rahimafrooz is planning to give the woman community a trustworthy product that will help
to ensure a lasting touch of elegance. Women of different ages are targeted to ensure
increasing sales through providing quality goods. The products are marketed following the
penetration pricing system but with four international varieties which shows a differentiated
marketing approach. More quality for less price or “more for less” strategy has been
followed. The product will be sold in the urban areas all over Bangladesh which will cover
the major cities, most retail shops, and super shops and so on. Special offers of “COMBO”
will also be given as promotion of the product. Aggressive advertisement through internet,
news paper, TV etc will be used to promote the product. Various public relation activities are
also going to be applied. The trendy shape of the product is given to attract the target
consumers. With these basic reviews we hope we have conveyed the idea of introducing our
product into the market meaningfully.

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