Marketing Projec

1. `
Submitted To: SIR ADIL HASHMI
BAHRIA UNIVERSITY ISLAMABAD

2. By the grace of ALLAH ALMIGHTY the most merciful
and beneficence, we completed our Project in the best
way possible. I would like to thank are mentor SIR ADIL
HASHMI who has been a great inspiration and influence
on us throughout the course. It was because of his great
effort that we were able to complete our project.

3. CONTENTS
Introduction 1
Our Work 2
Company Background 3
Product 4
Features of Product 4
Key Ingredient 4
Price 4
Our Product Price 5
Place 6
Channels of Distribution 6
Means of Transportation 6
Decision about Warehouse 6
Promotion 7
Promotion Tools 7
Public Relations 7
Segmentations 8
Segmentations of Oral Star 8
Market Segmentation Characteristics 8
Targeting 8
Promotion 9
Branding 10
Labelling 10
Packing 10
USP 11
Feature of Product 11
Product Line 12
Swot Analysis 13
Promotion Mix 14
Advertising 14
Promotion 14
Marketing Tools 15
Director Marketing 16

4. Page | 1
INTRODUCTION
Our project is based on launching a new product that mainly focuses on
whitening and strengthening of teeth.
Oral clean a new special formula is introduced and its marketing strategies are
designed keeping in view of the previous now abandoned products of the company
such as soda white.
The analysis of the strategy mainly focuses on how to pitch the product to the
right audience and how to make it more appealing to the consumers. So that they
would like the product.
Oral Clean is a multipurpose toothpaste. Its main purpose is tooth whitening,
strengthening enamel, gums protection, prevention from tartar and plaque, tooth
sensitivity and freshness of breath. The unique blend of lemon with soda white was
achieved with great struggle just to cater the special needs of consumer. Apart from
looking out for different toothpastes and mouthwash. A single toothpaste is designed
to cater multifarious functions and in cheaper prices. These qualities in a single
toothpaste has capability to make it a champion in the market. Considering the fact,
that oral hygiene is very crucial and necessity, the attention of consumers towards it
would be drawn with great marketing strategies. Wining the loyalty of the consumer
depends on the product quality and effectiveness, which the formula itself promises.
Lemon is very effective in freshness of breath and killing of microbes that result
in prevention of plaque and tartar. The incorporation of soda and peppermint in the
formula invigorates gums and tooth enamel protection.

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OUR WORK
Marketing is not possible without potential buyers. A marketer can succeed only
by fulfilling the customers’ needs and wants.
We successfully created a product that is not only price sensitive but also
efficient in oral hygiene using lemon in toothpaste product both genius and sensitive
task as lemon is not only known for excellent capability whiten the teeth but also it is
slightly damaging for the animal. To create a formula using lemon by diluting its extract
to make it beneficial for teeth was labors task. We successfully achieved by a great
team.
Since lemon is naturally grown, the organic nature of lemon mix it more
appealing to consumers and less damaging to the health of consumers overall. With
the idea of going organic and natural is being hyped a product Oral Clean is pearl in
the dust.

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COMPANY BACKGROUND
Sarwana & Sohzsihm is one of the leading, Pakistan based multinational, oral
hygiene and cosmetics manufacturers in Pakistan, established 20 years ago.
In collaboration with Sohzsihm Inc., Florida, USA, we have developed unique
and innovative products, setting newer standards and market trends. We kept on
expanding with breakthroughs. We take pride in our quality and satisfaction, both
internally and to end consumer.

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PRODUCT
` Our product ORAL Clean (Get a Sparkling Bright Smile) cater to the demand of
consumers who want that their teeth white.
FEATURES OF PRODUCT
It is said beauty of an individual is his power but smile is his sword, keeping in mind
the above statement we have decided on a product with a following feature
 Provides nourishment to the teeth of the gums at an early stage.
 A well formulated toothpaste to keep teeth healthy.
 Long lasting freshness.
 Beneficial to those who are smokers?
KEY INGREDIENTS EXTRACT OF
 Lemon
 Baking Soda
PRICE
A product cannot be launched without a price generally; level of price influences
the demand of a product. Price is an important factor, which effects demand on one
hand and revenue, and profits of the company on other hand thus it becomes important
for a marketer to consider various factors influencing price determination.
 Price determination is mainly affected by two factors
‘‘Get a Sparkling Bright Smile’’

8. Page | 5
Internal factors (internal factors include pricing objectives marketing
strategy and cost).
External factors (external factors include utility, demand and competition
in the market).
 We also considered the prices of competitors
COLGATE
Weight in Grams Price in Rs.
75gm 65
125gm 110
150gm 140
SENSODYNE
Weight in Grams Price in Rs.
100gm 160
125gm 200
150gm 250
PEPSODENT
Weight in Grams Price in Rs.
65gm 72
125gm 115
160gm 140
CLOSE UP
Weight in Grams Price in Rs.
100gm 95
125gm 115
175gm 155
OUR PRODUCT PRICE
After considering total costs along with the intense competition, we decided to
fix the prices as follows:
Weight in Grams Price in Rs.
28gm 30
125gm 130

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PLACE
Place is connected with making the product available at the right place in right
quantity and at the right time so that consumer can purchase it.
CHANNELS OF DISTRIBUTIONS
The product follows a path from the producer to the consumer. When a producer
deals directly with consumer without using intermediaries, the producer uses direct
channel of distribution But we have not opted for this channel instead we have decided
an indirect channel as our product is standardized and can be easily transported.
Through this, we first sell our product to wholesaler who will distribute to various
retailers.
 Manufacturer
 Wholesaler
 Retailer
 Consumer
MEANS OF TRANSPORTATION
Distribution of products from the producer through intermediaries requires
transportation. Poor transportation can result in higher cost and lower profit on the
other hand, a slow distribution process can result in loss of profit or loss of sale as
retailer or consumer switch to competitors who provides their goods more quickly. As
different methods of transporting products are available and each one have its own
advantages and disadvantages, the choice of transportation is done after the
evaluation of timing, cost and availability we decided to use trucks as the mean of
transportation to cover long distances due to the following reasons:
 This mode is very flexible as compared to railway transport.
 It can reach almost any destination quickly.
 It can make several stops on a single route.
 It is worth mentioning that selecting the best mode of transportation is not the
only important decision. Best ways to load the product, finding of best route are
also important to determine an ideal distribution system.
DECISION ABOUT WAREHOUSES
We have decided that our wholesalers will buy products in bulk and hold in
their warehouses. As a result, such as arrangement, storage and the amount of
money maintaining inventories.

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PROMOTION
Making potential consumers aware of the product off course is of utmost
importance. In this context promotion plays a vital role by informing them about the
features and including them to buy.
PROMOTION TOOLS
 We planned promotional tool like advertisement through social media, sales
promotion and public relations to create demand and eventually attain saturated
demand situation.
 We also can use Big trucks designed by ORAL Clean to move in a city for
promotion and we can offer them short term incentives to buyers to make
immediate purchase of our products
PUBLIC RELATIONS
Promoting the oral clean
products in the eye of customer
through variety of programs is
called public relation.
We have decided to exhibit
our products in stalls near
residential areas on weekends to
share our product benefit with the
residents and free dental
checkup.
Our focus will be on:
 Newsletters
 Public service activities
 Sponsorship etc.
FOR RETAILERS
On purchasing of 6 boxes of our product that contains 300 toothpastes so on buying
of 6 boxes we will provide 10 extra toothpastes free of cost.

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SEGMENTATIONS
The process of dividing a potential market into distinct subset of consumer and
selecting one or more segment as a target market to be reached with a distinct market
mix.
SEGMENTATION OF ORLA STAR
TEEN AND ADULTS
We used demographic segmentation for our product Oral Clean (get sparkling bright
smile). We offer to our target market a new flavor in the market (lemon flavor) which
offers finest soda and herbs of nature for complete oral care and to prevent bad breath
and inflammation of the gums. (Backing soda, potassium nitrate or strontium chloride).
KIDS
Our product Oral clean (Get a sparkling bright smile)
It is designed with low fluoride and lemon formula for children’s up to 11 years to
fight with the chocolate and fast food strains.
 Tasty tangy –lemon flavor (yellow color)
MARKET SEGMENTATION CHARACTERISTICS
Geographic Demographic Physiographic Behavioral
Nations Age Social Class Occasions
Regions Gender Lifestyle Benefits
Countries Family Size Personality Loyalty
Densities Occupation Extend of use
TARGETING
It is the second phase of the STP process. The process of selecting a segment to aim
for is called targeting. Market targeting refers to picking a specific group or small set
of groups to which a business will serve its offering. We have un differentiated targeted
marketing adults, kids and aged people and families as our target market and develop
different products in the market so everyone will be attracted.
 Target market for our Oral Lemon are those who are looking for a milky white
tooth, oral care and to prevent bad breath and inflammation of the gums as we
are targeting them by giving them a lemon flavor.

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POSITIONING
It is the process to design a company features, attributes and benefits of a product
(brand that makes it different from its competitors attracts the consumer and occupy
the unique spot in target market
 Our positioning in customer mind should be our main product being a teeth
whitener with lemon flavor. For kids adults and young peoples, it will be a
toothpaste in different flavors and we will use in the promotion process in
schools they will have in mind if they visit any store with family and last but not
the least they will get our family pack. With 130gram packing.

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BRADING
Branding is a comprehensive term comprising of brand name and brand mark
further, brand name is that part of a brand, which can be spoken, and brand mark is
that part of the brand, which cannot be spoken but can be recognized only also brand
name should suggest the products benefits and qualities.
Trademark is that part of a brand, which consists of symbol legally registered under
the trademark Act; it provides protection against its use by other firms.
TAG LINE
It is a catchphrase or slogan, specially used as an advertising, or the punch line.
 Oral Clean
Get a sparkling bright smile
LABELLING
 Designing the label to be put on the package leads to labelling.
 It describes the product and specifies its content.
 Our toothpaste will carry the following information.
 Name of the toothpaste along with principle place of manufacturing.
 Declaration of net contents in terms of weight.
 Adequate directions for safe use.
 Any warning, caution or special direction required to be observed by the
consumer.
 Statement of name and quantities of ingredients that are hazardous or
poisonous.
 Date of expiry.
PACKAGING
Packaging refers to the act of designing and producing the container of a product
We have decided. Three levels of packaging.
 Primary package
Our product is packed in PVC (polyvinyl chloride) collapsible standing tube with
the dispenser facing down; paste from such tube can be easily extracted and
spread to the brush.
 Secondary package
Our product comes in printed cardboard box for outer covering.
 Transportation package
For storage and transportation, we have boxes in different sizes.

14. USP (UNIQUE SELLING PROPOSITION)
USP means such a unique proposition to customers that convinced them to
switch brands.
 Introduced lemon flavor in toothpaste.
 Contains finest herbs of nature and lemon for complete oral care our as
especially for strong strains eg. Smokers.
 Zero defect with zero effect on environment (we have kept in mind that our
product will have zero defect so that it should not be rejected in the global
market. Besides we kept in mind that our product will not have any negative
impact on environment."
 Fluoride is the greatest defense against tooth decay, but children require less
FEATURES OF PRODUCT
It is said beauty of an individual is his power but smile is his sword, keeping in mind
the above statement we have decided on a product with a following feature
 Provides nourishment to the teeth of the gums at an early stage.
 A well formulated toothpaste to keep teeth healthy.
 Prevents cavities of the teeth, inflammation of the gums at an early stage.
 Helpful to those who get cavities due to eating too many sweets and
chocolates?
 It will help to prevent pyorrhea knows as bad breath and inflammation of gums.
 Long lasting freshness.
 Fight with tooth bacteria and other germs.
 Beneficial to those who suffer from permanent strains of teeth as well as other
tooth problems.
 Special product for genius children and old people to keep them healthier and
strong.
 Very fast cleaner for strong strains eg smokers teeth strain
KEY INGREDIENTS EXTRACT OF
 PEPPERMINT (anti-bacterial)
Toothaches are relieved by the use of peppermint
 TOMAR SEEDS (ZANTHOXYLUM)
Fruits –antiseptic, fights bad odor
 KANSI ROOTS
Anti-inflammatory

15.  LEMON
Breath freshener
 TERMINALIA CHEBULA
For sour mouth and ulcerated gums
PRODUCT LINE
 Oral Clean (Get a Sparkling Bright smile) With lemon flavor.
ORAL CLEAN (LEMON FLAVOR)
ORAL CLEAN Lemon Flavor is combination of ingredient’s that attaches to your
teeth and gums and does not get washes away even when you eat or drink and in this
way your mouth is protected up to 12 hours.
 Tasty tangy –Lemon flavor
(Yellow color)

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SWOT ANALYSIS
STRENGTH
 No compromise on quality.
 No competitor working on Baking Soda with lemon.
 Free from chemicals that effect natural whiteness of teeth’s.
 Product ought to be perceived highly by customers due to the problem it solves.
 Price is normal to capture attention of customers.
 One for all e.g children, young’s and adults.
 First mover advantage i.e working with natural materials.
 Oral Clean offers all around teeth whitening as it only product working on
whitening.
WEAKNESS
 Lack of awareness in people to be timely aware of the product and its benefits.
 Cost is higher as compared to previous Soda White toothpaste i.e Baking Soda
with lemon is used for improved formula.
 As a new product, it may take time to capture market.
 Chances of failure in highly competitive market e.g brands like Colgate and
Sensodyne etc.
 Lack of budget for better advertising in highly completive market.
 Only emphasized on urban market sub urban and rural areas are neglected.
 Positioning in the target market is not very strong as compares to its competitor
like Colgate.
 In beginning, certain shops will not be ready to shelf Oral Clean in their shelfs.
OPPORTUNITY
 People are mostly health conscious and it is free from in toxic chemicals.
 Our brand can target people of all ages for example old, young’s and kids.
 Innovative promotional efforts will lead to success.
 Growing demand for natural products can capture large markets.
 Since there is no competitor working on natural ingredients i.e Baking Soda and
lemon, there would be a lot of space and no pressure for any immediate
improvement to survive in the market.
 Increasing demand for natural product can make it the best toothpaste.
 More innovation to differentiate from the competitors.
THREAT
 Threat of new entrants.
 Threat of copying idea or our innovation.
 Threat of changing trend towards using the product.
 Consistent fall in the price of rupee can effect buying behavior of consumers.
 Negligence of personal contact with supplier because of technology support.
 Not much awareness in the market regarding the effectiveness of the product.

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PROMOTION MIX
ADVERTISING
Advertising to the
targeted audience the
best way for promoting it
would be through
television, radio,
newspaper but if we want
to reach it beyond the
targeted audience to
amass further people we
can create internet ads
and use social media
influencers to attract new
consumers. The
advertisement created
has light humors to the
side with a stigma related
to the smoking individuals having yellower pale teeth making their smile look
undesirable.
PROMOTION
T.V AD
Should be aired mostly on the channels where men tune into more such as
sports channels, Ptv, News channels.
Target audience: Male & Female (who smoke)
RADIO AD
A voice recording promoting the brand. One of most important mediums as
most men would tune into the radio while driving.
FACEBOOK AD
A Facebook ad is cheaper in rate and ensures a large coverage. Since
Pakistan, men are quite active on Facebook. It is highly likely that vast chunk of it
would see it.
INFLUENCER SPONSOR SHIP
Sponsoring an influencer or vines will be an effective tool to promote the
toothpaste great minds like Danish Ali, Irfan Junejo, Zaid Ali are considered as most
looked upon individuals among men in the country. They have big fan base.

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PUBLIC RELATIONS
Creating a positive public image for a company to support new product
launches and build consumer loyalty. Sales helps company to evaluate public attitude
and communicate the overall goals of the company.
Public Relation is concerned with healthy image of brand sponsorship of
community events distribution of newsletter among dental community publicity of Oral
Clean will happen through mentioning it in newspaper, medical journals and other
magazine.
Management teams visit schools frequently and organize dental clinics on
regular bases for complete checkups. The company feel is not part of their promotional
efforts since these programs are not advertised.
SALES PROMOTION
It is used in stimulating consume purchase and is usually based on short-term
immediate goals.
 Sales promotion would include free samples
 Organizing charity events (in this case to fund for the smokers plight of cancers).
 Donating to already establish one discount or offers like buy two and get a mini pak
free.
 Announcing giveaways such as sending the empty toothpaste tube to your mailbox
and get a chance to win trip to Thailand or any county.
SOME OTHER MARKETING TOOLS
PROMOTING CORPORATE IMAGE
Since 90% of people are concerned with oral health. Create a sense of
awareness among smokers by making them curious about oral health and how the
toothpaste would solve much of their problems.
BUZZ MARKETING
Getter your product to be talked about is very helpful in promoting the product
such as some professional buzzers would speed of mouth of now desirable a person’s
smile gets when he used Oral Clean. The world would spread and the product will sell.
(Cheap and effective way).
PERSONAL SELLING
Make a selling task force and give them targets associated with bonuses or
rewards they can get:

19. Page | 16
 The product will sell.
 People will be introduced to it/ those who already are)
 Buzz marketing chimes in on it.
DIRECT MARKETING
Direct mails, text message, phone marketing would be included as it allows
direct communication with targeted consumers. It must follow the rules of fair
competition most not lie and mislead consumers about the benefits of product.