How to relaunch Zest Soap in Pakistan

1. LAUNCH OF ZEST SOAP IN PAKISTAN
Marketing Management Term Report

2. GROUP MEMBERS
 Muneeb Hussain
 Syed Taha Shah
 Syed Zakir Shah
 Kashif Ali Zahid

3. INTRODUCTION
 Zest is a global soap brand made by P&G, and
created in 1958 with the debut of Aqua Pure bar.
The overall brand portfolio includes
 Bar soaps
 Liquid soap
 Body wash
 Liquid hair wash
 Shower gels
in more than five variants with winning innovation
being their exotic scent.

5. COMPANY PROFILE
 Procter and Gamble Corporation is the leading
consumer goods company with a mission to improve
the lives of consumer wherever it operates. P&G is
an international company reaching out to almost
entire world population with more than 250 brands in
130 countries. Many of these world brands (Ariel,
Tide, Pert Plus, and Pentene, Head n Shoulders,
Pamper and Always) have become famous
household names and are found in almost in every
home.
 P&G commenced operations in Pakistan in 1991.
Headquartered in Karachi, its goal is to become the
finest global consumer goods company operating
locally in Pakistan

6. COMPANY BRANDS

7. SITUATION ANALYSIS
 Major segments of the soap market in
Pakistan.
 Market share for leading soap brands in
Pakistan.
Soap Market Segments Urban Rural
Skin care & Moisturizing 90% 10%
Health & Hygiene 45% 55%
Sweat Odor 22% 78%
Lux Capri Lifebuoy Dettol Safe
Guard
Others
29.7% 9.8% 13.5% 12.9% 20.4% 1.7%

8. COMPANY SWOT ANALYSIS
Strengths Opportunities
Procter & Gamble is one of the largest organizations
in the Pakistan.
Population expanding at a rapid rate.
The company has advanced technology and well
skilled professionals.
Consumers are becoming more quality conscious.
The target all the social class with different product
and different brands.
Other Cities are a large prospective market where
they can introduce Pert Plus3 in 1.
Company totally owned, systematic distribution
network, transparent communication system.
Increasing need for healthy products.
Participative management style. Changing consumer preferences.
Very good distribution network. Huge profits also.
Strong relationship with retailers. People becoming more health conscious.
Customer base is increasing with effective
marketing.
Weakness Threats
Competitor has strong promotional activities. Political and Economic factors.
Inability in maximize acquisition Recession of the world.
Imported brands also available in the market. Smuggling is another threat. High rate of
competition.
Competitor has very strong hands on anti bacterial
soap industries too.
Local and Foreign competition.

9. TARGET MARKET
 In Target Marketing, we will be segmenting
towards geographic, demographic,
psychographic and behavioral.
 Geographic
 KARACHI
 LAHORE
 ISLAMABAD
 PESHAWAR
 QUETTA
 FAISALABAD
 MULTAN

10. TARGET MARKET
 Demographic
 Age : 15-40
 Gender :Male & Female
 Social Class : Upper Middle & Middle
 Psychographics
 By using ZEST Soap, the consumer will think that he/she
is feeling refreshed.
 Behavioral
 The primary benefit of the product is providing the
hygienic refreshment. So the people who lived in the
urban areas and inhale the pollution of environment can
take the benefit form it by it fragrance.

11. MARKETING STRATEGY
 Marketing Strategy for promotions can be done on both ways of ATL &
BTL
 ATL
 In ATL we can make attractive and meaning full advertisements which can
be shown on electronic media like Television Channels & Radio.
 BTL
 In BTL there are many ways by which we can direct encounter our
consumers and can convert into loyal consumers. Different techniques
effects effectively on a consumer but countable consumers are affected by it.
We can use channels like
 Floats
 Stalls
 Arena
 Home Gathering
 Moving Banners
 Mystery Shoppers etc

12. ZEST FLOAT

13. MARKETING STRATEGY
 Free Sampling
 In the beginning company has plan to free distribute
the samples for product orientation. Twenty
thousand samples of each product are ready.
 Unique Selling Proposition
 Recognition
 The product is recognized by the ministry of health.
These are the good and hygienic products and work
as the company committed.

14. SALES
 The Sales are the main perspective of any
business. As P&G is also doing very good
business in a Pakistani Market & its market
ratio is in very good position so the qualified
and experienced sales team of P&G give a
great support to its sales part.

15. SALES
 Where to Play
 Main cities of PAKISTAN like Karachi, Lahore , Islamabad etc.
Store Type Size Of
Trade
No. Of
Stores
Products Variants
Top End Retail (Makro, Metro) 30% 500 Soap & Shower Gel Aqua, Ocean
Breeze, Marathon,
Hint of Honey
Walk in Store (Utility Store,
General Store)
35% 1500 Soap & Shower Gel Aqua, Ocean
Breeze, Marathon,
Hint of Honey
Cosmetics Stores(Color
Collection, Gulf Cosmetics,
Mascara)
20% 10000 Soap & Shower Gel Aqua, Ocean
Breeze, Marathon,
Hint of Honey
Kiryana Store & Bakeries 15% 100,000 Soap only Aqua, Ocean
Breeze, Marathon,
Hint of Honey

16. SALES
 How to Win
 The strategy is to create full hype before launch by the
advertisements and billboards to make people curious
about zest. As we have an experienced P&G sales staff
so there is no problem to make a position in a shop of
our product. As our price is normal as compared to
quality and product it also attracts the brand loyal
consumers.
 Packaging
 It must be attractive and give a feeling of freshness as it
is shown in our Brand pamphlet. We will pack the bar in a
colorful card box and the shower gel will be packed in the
plastic bottle.

18. SALES REPRESENTATIVES- CONSTRAINT
 Distribution
 We will use the same
distribution channel by which
whole P&G is working. We will
provide a zest brief booklet for
time saving so that he can
read easily and can also
explain to consumers also.
In this booklet all purchasing
schemes are scheduled so that
retailer can easily make decision
that how we can make the most
profit.

19. SALES REPRESENTATIVES- CONSTRAINT
 Right Pricing
 We are introducing zest soap at
Rs. 50 & Body Wash at Rs.170.
 Shelving/Placement
 Now a day’s shelving and product
placements plays very important role in
a selling and buying process. It must be
easy reach to consumer means upon
4 feet height shelf must be occupied
by Zest with its branding.
 Merchandising:
 We use all type of merchandising for
visibility purposes like
 Buntings
 Posters
 Flyers etc

21. MARKETING MIX
 Product
Product Variant Price Volume
Soap Aqua, Ocean
Breeze, Marathon,
Hint of Honey
Rs.50 100 gm
Shower Gel Aqua, Ocean
Breeze, Marathon,
Hint of Honey
Rs.170 170 ml

23. MARKETING MIX
 Pricing
Pricing of Soap Bar
Manufacturing price Rs.25.93
Profit 25% Rs.6.48
Corporate tax 35% Rs.2.27
Company selling price Rs.34.69
Distribution margin 12% Rs.4.16
Distributer selling price Rs.38.85
Retailer margin 10% Rs.3.89
Retail price Rs.42.74
Sales tax 17% Rs.7.26
Consumer price Rs.50.00

24. MARKETING MIX
 Pricing
Pricing of Body Wash
Manufacturing price Rs.88.18
Profit 25% Rs.22.04
Corporate tax 35% Rs.7.72
Company selling price Rs.117.94
Distribution margin 12% Rs.14.15
Distributer selling price Rs.132.09
Retailer margin 10% Rs.13.21
Retail price Rs.145.30
Sales tax 17% Rs.24.70
Consumer price Rs.170.00

25. MARKETING MIX
 Placement
 Procter & Gamble has very vast distribution
channel in all over the Pakistan. By using the
current resources the company can save
distribution cost and can easily reach to the
targeted stores.
 Promotion
 The promotion of the brand will be done through
using all the latest and effective tools.