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Marketing Plan of An FMCG Product (Soap) : La Perla'
Marketing Plan of An FMCG Product (Soap) : La Perla'
la Perla'
Your Skin Specialist
Group Members
(Institute of Business Management – CBM)
1. Jamshed Amjad
2. Ahsen Anis
3. Shirjeel ur Rehman
4. Aqeel Ashraf
Introduction of Company
PEARL INDUSTRIES LIMITED is established
in July 2010
PLANT
WAREHOUSE
DISTRIBUTION
WHOLESALER RETAILERS
CONSUMERS
Consumer Buying Behavior
High Involvement Low involvement
11
• Problem / Need Recognition
22
• Search for a product
33
• Evaluation of Alternatives
4
• Purchase Decision
4
55
• Post Purchase Behavior
Consumer Adoption Process
Consumer Adoption Process
Awareness
Awareness Strategy
Communicate
CommunicateAvailability
Availability
Interest
Interest Strategy
Communicate
CommunicateBenefits
Benefits
Evaluation
Evaluation Strategy
Emphasize
EmphasizeAdvantages
Advantages
Trial
Trial Strategy
Motivate
MotivateConsumers
Consumers
Adoption
Adoption Strategy
Ensure
EnsureSatisfaction
Satisfaction
Slide 94
COMPETATIVE STRATEGY
Main Competitors
Lux – (Leader)
Safeguard & Capri – (Challenger)
Palmolive – (Follower)
Pears – (Nicher)
COMPETATIVE STRATEGY
Company will follow Market Challenger Strategy to
compete and attack its competitors.
Segment Micro
Marketing Marketing
• la Perla' Soap
Geographic Segmentation:
High High
Quality Price
Mediu
Mediu
m
m Price
Quality
Differentiation
Customer perception does not always occur at the
conscious level. If you ask a customer why he or she
bought a product, they usually give a rational
answer. But, feelings about products are not easily
articulated. They are emotional, and based on a
relationship. Marketing research is a device we use
to probe into the sub-consciousness to uncover what
is driving buying decisions.
Product Differentiation
Potential product
Augmented product
Expected product
Basic product
Core benefit
4/12/03 13-4
la Perla' Levels Of Product
• Fundamental service/benefit the customer is really buying.
Core Product Consumers want to have a clear, fresh, glowing, soft and
supple skin.
Expected
• Set of attributes/ conditions buyers normally expect when
they buy the product. Consumers look for a bar that is not
Product very hard, easy to hold, convenient grip, gives a foamy
wash and does not melt easily
• What exceeds the customer’s expectations in how they
Augmented obtain, use, repair, and dispose of the product
(consumption system). la Perla' is a product offering value
Product to the consumers by coming up with a unique soap with
Peach Milk for sensitive skin
Potential
• It encompasses all possible augmentations/transformations
Product the product might undergo in the future
Market Profile
Competitors Market Share
15%
10%
LUX
SAFGUARD
PALMOLIVE
45% MISCELLANEOUS
30%
Market Profile
la Perla'’s major competitors are Lux and
Safeguard. Lux has the largest market share
of 45% as shown in the chart. Lux offers a
variety of soaps to match all skin types (dry,
oily, normal).
la Perla'’s second largest competitor is
Safeguard, which takes about 25% of the
total market share. It is an anti-bacterial soap
offered in 3 colors (white, pink and green)
Line Stretching
High
P rice
Above Perla’
average Perla’
Aloevera Classic
Average
Perla’
Sensitive
Low
Perla’ Rose
Product Life cycle
The company will keep an eye on the product life
cycle of the la Perla' soap.
Brand
Brand Brand
Brand
Sponsor
Sponsor
• Use Brand • Separate Strategy
Strategy • Brand
Decision
Decision
Name • Use Family Name • Line Repositioning
Manufacturer’ Extension
s Brand
Branding
Branding Brand
Brand Name
Name Repositioning
Repositioning
Decision
Decision
Packaging
for any
any other
other locally
locally manufactured
manufactured soap;
soap; as
as well
well that
that Lux
Lux has
Rate
has
created
created a a price
price ceiling
ceiling for
for soaps
soaps industry,
industry, hence
hence la la Perla'
Perla'
cannot
cannot charge
charge more
more than
than that
that of
of Lux,
Lux, and
and the
the firm
firm has
has to
to
Pricing shape
shape its cost and other offers according to the standards set
by Lux.
by Lux.
its cost and other offers according to the standards set
Perceived •• where
where price
price speaks
speaks about
about the
the quality
quality of
of la
la Perla'
Perla' Sensitive.
Sensitive. la
la
Value Perla'
Perla' Sensitive
and
and to
la
Sensitive has
to maintain
Perla' cannot
has been
maintain this
been positioned
this image
be
positioned as
image in
set low
la Perla' cannot be set low
in the
as a
the minds
minds of
a high
high quality
quality soap
of consumer’s,
soap
consumer’s, price
price of
of
Pricing
Marketing Channels
• to some important and strong retailers,
Radio
Magazines
Billboards
Newspapers
THANKS
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