Introduction

Launching a product is an exciting adventure since it

gives us the complete responsibility and freedom to come
up with a product which is unique, fresh and also workable
i.e. practical. There are so many ideas and so many point
of views about each of those ideas, therefore it was a
challenge to us to stick to one product and not to get
carried away with fantastic and intriguing albeit a bit wild
and most of the times impractical ideas.

A first hand experience in what actually is involved

while actually bringing a product to the market has made
us appreciate the hard work and complexity of the
process. We have made a sincere effort in coming up with
a product which we think is interesting and suitable for the
Pakistani market of today. Hair care industry is a cash cow
since people of both sexes and of all ages are very much
conscious about the way their hair looks. Even in remote
places people spend good money to buy shampoos and
hair colours and what not.

This has prompted us to come up with the idea of

launching a Hair straightening spray. This project will help
in understanding the details about the product in grave
detail. So here is a brave attempt on part of us to bring
out something new and which we think is interesting and
fun!!!

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 Instant hair curling cream:

• Most Pakistani women have slightly wavy and curly

hair so demand for such a product will be very low.
Also beauty parlors offer hair perming and curling
treatment.

Instant teeth whitening cream:

• There are many toothpaste which promises

whitening effect so people would not necessarily
go for a product which exclusively gives a
whitening effect.

• Finally we decided upon a hair-straitening product.

Since we wanted something, which would
immediately appeal to, women and which would
have a high demand in the market.

Final product selection:

• A revolutionary hair straightening spray.

Why Hair Care Products?

The Hair care industry today in Pakistan is a multi

million dollar industry, this is because hair is one the
most important part of our personality. People are
ready to spend big money to have that perfect coiffure
look. Industry biggies like Proctor & Gamble, Hindustan
lever, LG, L’oreal etc have all brought out their basket
of hair care products. It can therefore be said that the

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hair care industry in not only flourishing but also hugely
profitable.

Why the brand name Organa?

We have evolved the term “organic” into Organa.

Organa hopes to portray and represent products which
are bio friendly and directly derived from nature. As all
the products consist of only naturally occurring herbs,
plants, minerals and other derivatives with little or no
chemicals added to it has become our priority to bottle
our image into a brand name which sounds fresh,
alluring and also environment friendly.

Why Hair Straightening spray ?

• 80% Pakistani women have curly & wavy hair. Not

only that it is just human nature to want something
which we do not have. So even though curly soft hair
looks great within itself people especially women
want silky straight hair. Also the reason maybe that
straight hair is much more easy to manage than
curls.

• Another point of impact on our outlook is the rapid

exposure to the western culture. We see it on TV,
read foreign magazines, see English movies etc
which show Caucasian women and men who most
often than not have Straight hair. We almost consider
straight as a sign of true beauty and allure. People
are almost obsessed with the idea to look and adopt
anything which represents western culture. That is
really what has made the fairness cream industry so
hugely profitable.

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• We can therefore safely say that the hair
straightening spray which gives immediate
gratification(noticeable result within only 15 minutes)
is bound to be a resounding success.

U.S.P. of Organa hair straightening serum

spray:

• The U.S.P of this product is that it gives silky straight

hair to even the longest and curliest of hair within 15
minutes flat it’s that quick! Not only that it is
extremely easy for a person to use. All you can do is
spray; comb and you have perfectly straight hair.

Why Organa a better choice over others?

• Beauty Parlours, provide services like ironing and

straightening with lotion and creams. But such
techniques are not only expensive but very harmful
to the hair. The creams and lotions have chemical in
them, which strips the hair of its natural oil making it
rough and brittle. Regular ironing & use of creams
and lotions makes the hair thin and they start to fall.
Aren’t this reasons enough to opt for Organa…

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• Organa’s products are environment friendly & made
of plants and herbs and therefore are delicate and
nurturing towards the hair. The hair spray consists of
a serum, which is specially formulated to make even
the curliest hair satiny straight without harming
them.

• The enzymes, which make the hair straight, is

extracted from seaweeds found on the northern
coast of Japan that has a unique and special quality
of unlocking & relaxing the kinks in the hair shaft
which is responsible for making the hair shafts
straight.

Evaluating Organa:

To launch & rapidly gain market share & profit

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 SWOT

Strengt Opportuni
h ty
No competitor. Growing class of women
who are aware and
Immediate result. desire of lifestyle
product.
Affordable rate. Growing trend among
women

Weakness Threat

New product. After our launch

Targeted for only there is a threat of
women. other reputed
Start from zero market companies in
share. launching similar
Target people from product which could
middle class and upper
class.

Our target market:

Market segmentation based on 3 groups:

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 • Office going women, housewives.

• People related to beauty industry, or fields where

physical presentation is very essential.

• College going girls and boys within the age group of

15-22, as well as other students

Bases for segmentation:

• Demographic segmentation

• Gender:

Our target is mostly women and young adults.

• Income

Our product is targeted towards people belonging to

the middle and above income classes. Since our product is
essentially a lifestyle and cosmetic product. We have
tentatively priced it at Rs 126.50. for an 80 ml pack.

Psycho graphic segmentation:

• Personality and life style:

• Our product is essentially a cosmetic and luxury

product. Therefore people aspiring for enhanced
lifestyle will go for it.. Organa products project
themselves as a statement of style and desire
inducing.

• Women and men both, who are working & /or are
in a position where there is high social interaction
will find an appeal to our products.

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Four P’s of Marketing Mix pertaining to Organa

♫ Product

Organa Hair Straightening Serum Spray

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► Product features:

• Organa hair straightening spray is a unique

product specifically targeted towards Pakistani
women. Our research has showed us that 80% of
Pakistani women have wavy and curly hair. And
most women would like to have silky straight hair.

• Our product gives the result of straight hair in just

15 minutes. It also contains sunscreen to protect
hair from the harsh sunrays. Organa hair
straightening spray can be used on all hair types
as it is water based, & its special hydroxyl serum
will keep your hair hydrated up to 48hours. Not
only that it has 99.99% pure stabilized Aloe Vera
gel extracts which hydrates, nourishes and
controls dandruff effectively.

• All you have to do is spray, comb and wallah! Your

hair is satiny straight!! No other product can give
you such dramatic result in such a short time. So
consider going to the beauty parlour for hair
rebonding or ironing as history… Organa hair
straightening spray will give the parlour effect in
one fourth the time and is much more cost
efficient, not to mention enhancing the texture and
health of hair. So stop burning and damaging your
hair by using expensive chemicals and ironing and
use Organa for natural, beautiful and nourished
straight hair.

• Organa hair straightening spray is completely

nature based with extracts from plants, herbs and
naturally occurring minerals and salts. Our
products have been never tested on animals. Our
products do not contain any comedogenic
substances or lonolin and results have shown that

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 even people with hypo allergic and sensitive skins
can use our hair care range.

• Available in 4 Fragrances: Tangy Pineapple, Fresh

Lemon, Chocolate Delight & Sensuous Jasmine.

► Design:

• Organa hair straightening spray has been

packaged in simple slick transparent glass bottles,
which are ultra light but wont break easily since
polymer silicon fiber has been mixed with it to add
strength.

• The spray bottle has a clean square shape with

rounded edges keeping in mind that it appeals
aesthetically. The cap is silvery white and shaped
as rounded cut cylinder, and is made of tin. The
bottle measures 14 cms in height and 8 cms in
width. Each spray flask contains 80ml serum. In
order to maintain the clutter free sensual look only
the brand name appears on the bottle with the
manufacturing date and other essentials printed
on bottom side.

► Punch line:

Organa: For the woman of perfection….

♫ Price

80 ml hair straightening serum spray — 126/-

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► Price:

• We intend to keep the price of our hair

straightening serum spray constant atleast until
we achieve the break even target(Price-
126.50/80ml). From our tentative analysis we have
predicted that it will take 13 months to break
even.

► Levels of margin:

For each unit:

Estimated production cost(manufacturing)- Rs 62

XYZ company

Organa- Rs 65
(15%Profit+costs)

Distributors – Rs 87.50
(5%)

Stockists – Rs 91.85
(5%)

Retailers- Rs 101
(25%)

Max Retail price – Rs 126.50/-

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 ♫ Place
We have considered 3 tier distribution channel system.

Channels of distribution:

Manufacturer Organa Distributors

stockists

Retailers Consumers

Distributors: We will be considering 4 regional

distributors for the north, east, south and west Zone. Each
regional distributor will be assigned the responsibilities of
handling the key urban and sub- urban areas in their
respective zones while covering the vital cities and towns
in particular.

Stockiest: The distributors will be assigned the task to

select appropriate whole stockiest in key areas and cities
so as to achieve deep and extensive penetration in the
market. Since our product is of mass nature it becomes
imperative for us to have wide coverage and be easily
available.

Retailers: Organa is a cosmetic lifestyle product. We

want to make sure that people have easy accessibility to
our product. All the major chemists and drug stores,
cosmetic stores, beauty salons and parlours will be
stocking our products.

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 ♫ Promotion
Promotion is a paid form of mass communication
using a media. The media which we will be using to
launch and propagate the awareness of our product are as
follows:

► Print: newspapers, magazines, hoardings and

billboards.

Newspapers:

During the first 3 months major dailies across Pakistan

such as Times of Pakistan, Navbharat times, Hindustan
times, DNA etc. will carry prominent eye catching visual
advertisement to create awareness and arouse interest in
Organa’s products.

Concurrently we will also plan to display our products

advertisement in 3 major magazines such as Femina,
Filmfare and Woman’s Era during the 1st and 2nd month
after launch of Organa’s hair straightening spray.

Hoardings:

Most of the major cities will carry a display of

Organa’s products on hoardings at key points during the
initial 3 months. Key areas such as near shopping malls,
railway stations, cinema halls, highways with heavy
vehicular traffics will be covered.
In Mumbai places such as near Bandra, Colaba,
Nariman point etc. where it could be prominently seen,
will be used for hoardings and billboards.

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Public relations:

For a new lifestyle and cosmetic product it is very

important to have positive response from the media or the
concerned people whose view is considered important.
Therefore we will give great stress on creating a sublime
relationship.

Electronic media:

We will be using television and radio to a large extent

so as to get maximum exposure and create rapid
awareness. The channels which we will be considering to
air our advertisement are Star One, Star World, Star Plus
and Sony, the time slot will be usually at 8 to11 and on
holidays and Sunday 10 to 2:30 in the afternoon and in
the evening after 7:30 pm.
For the 1st month daily repetitions during the selected
prime times will be done.

Our Budget for Promotion: 22.50 crores

Media used will be Television, newspapers, magazines &

hoardings cum billboards.

Cost of making an advertisement with our Product

ambassador photo shoot along with other things
comes to 2 crores

Average cost per month will be 16.5 lakhs

► 30 sec advertisement cost on Sony during Prime time : 1

lakh

► 15 sec advertisement cost on Star Plus during Prime

time : 1 lakh

► 30 sec advertisement cost on Star One during Prime

time : 80 thousand

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► 30 advertisement cost on Discovery Travel & Living
during Prime time :
75 thousand.

► 10 sec advertisement cost on all channels that we have

considered is between 25 to 28 thousand for prime time
& 20 thousand for the rest of the day.

►Full Page Colour Advertisement in Femina & Filmfare

magazines is 1 lakh each

► Full Page Colour Advertisement in Womens’s Era is 70

thousand

►Hoardings near Worli Sea Face, Western Express

Highway, Queens Necklace is Rs 25000 to 40,000 per
week.

Promotional budget for 1st month : 3 crore

► Fixed cost for making the television Advt. and press

advt. – 16.5 lakh

► Full Page Colour Advertisement in Femina & Filmfare : 2

lakh

► A3 Size colour advt. in TOI, Hindustan Times &

Navbharat Times : 3.5 lakhs

► Hoardings and Billboards: 8 lakhs

TV Promotion:

► On Sony, Star Plus, Discovery Lifestyle & Living and Star

One from Monday to Saturday.

Between 7.30 pm to 11.30pm

• Two 30 sec ads and four 15 second ads. – Daily

• Five 10 sec ads during 2 pm to 6 pm - Daily

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 Promotional budget for 2nd & 3rd month : 2 crore

► Fixed cost for making the television Advt. and press

advt. – 16.5 lakh

► Full Page Colour Advertisement in Femina & Filmfare : 2

lakh

► A3 Size colour advt. in TOI, DNA: 2 lakhs

► Hoardings and Billboards: 8 lakhs

TV Promotion:

►On Sony, Star Plus, Discovery Lifestyle & Living and Star
One from Monday to Saturday

Between 7.30 pm to 11.30pm

• Three 15 second ads. – Daily

• Five10 sec ads during 2 pm to 6 pm - Daily

Promotional budget from 4th month : 1.5 crore

► Fixed cost for making the television Advt. and press

advt. – 16.5 lakh

►Full Page Colour Advertisement in Femina & Filmfare : 2

lakh

► Hoardings and Billboards: 5 lakhs

TV Promotion:

►For Sony, Star Plus, Discovery Lifestyle & Living and Star
One Monday to Saturday.

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Between 7.30 pm to 11.30pm

• Five 10 second ads. – Daily

Between 2 pm to 6 pm

• Three 15 sec ads. - Daily

Brand Ambassador : Iman Ali.

Reasons for selection:

Iman Ali as we all know is an renowned actress, TV

personality and a very outgoing and intelligent woman.
She represents today’s phase of modern, confident and
self assured working Pakistani woman who is not only
independent but also has the power to make her own
decisions and has the earning capacity to back it. She is
just appropriate as a brand ambassador for Organa which
also stands for a strong but feminine Pakistani woman.
Organa’s products cater to the demands and desires of
today’s Pakistani lady.

Organa has taken a giant’s step towards providing a

safe and effective products which are affordable and of
flawless quality for the deserving Pakistani femme. And
therefore we consider ‘Iman Ali’ as an advocate and
ambassador for Organa.

Iman Ali has naturally curly hair which she finds very
difficult to manage because of excessive tangles, also the
texture of her hair is quite rough. The saving race of her
hair is that they are very thick, luscious and naturally
ebony black in colour.

Our brand ambassador Mrs. Iman Ali has previously

tried out various hair straightening techniques such as
Japanese thermal conditioning system, hair straightening
creams and lotions and has to undergo regular hair ironing
as part of her makeup regime. But all these processes had

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left her unsatisfied since she suffered serious hair loss,
premature graying and her hair had become excessively
dry and rough. But now she is an ardent fan of Organa’s
hair straightening product. Not only that, she does not
have to worry anymore about hair damage or hair loss
since all the ingredients in our spray are natural and
tested for hypo allergies.

Competitor’s analysis:

As such Organa does not have any direct competitor

when it comes to hair straightening serum. To achieve the
straight hair look one has to avail, to the beauty parlour
services like hair ironing or permanent hair straightening
using creams and lotions, use chemical filled hair sprays
etc. The major disadvantages is that, such techniques may
need longer application time i.e. up to an hour or more
,also such techniques are very expensive.

► Beauty parlours;

Permanent hair straightening which is ranged at Rs

3000/- . The time taken is approximately 4 hours.

End Result:

Straight hair which lasts upto 4-5 months or until new hair
growth occurs.

Adverse effects:

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Extreme dryness, severe split ends, hair does not actually
become very straight, lack luster hair.

► Wella’s Hair straightening cream:

The time taken for straightening the hair is 2 hours and it

costs Rs. 500/- for 100 gm pack , one pack can be used for
shoulder length hair.

End Result:

The application process lasts for nearly 2 hours. And

after all this time the hair does not become actually
straight as there is a slightly perm look. the degree of hair
straightness depends upon the beauticians own skill.

Such a treatment makes the hair rough, dry, frizzy

and hair breakage is a very common problem. The effect
of this treatment lasts for 2 to 3 months and takes a long
time for the entire effect to ware off. During that period
the looks not only brittle and rough but is actually
sensitive.

► Hair ironing:

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 Ironing is done with a special hair iron which costs
anywhere above 1800. The same process is also done in a
beauty parlour.

End Result:

Ironing the hair takes around 1 hour. The effect does not
last long as the hair comes back to its natural state after
getting wet. Heat treatment on hair can be very harmful
since there is a chance of follicles getting burnt. Also the
hair becomes excessively dry and lifeless after regular
use. The most damaging effect on hair due to ironing is
that the hair growth becomes very slow

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 Financial implication of launching Organa at all
Pakistan level:

Estimated budget required for launching Organa’s hair

straightening serum spray

85 crores

85 crores

Shares Loans Own assets

30 crores 50 crores 10 crores

Reserve Unreserved Banks Financial

5 crores 25 crores IDBI, ICICI institutions

Allocation of resources:

85
crores

Produc Raw
materi Office Transport
Reserv tion Promot Lab
al & R&D ation and
e (Manu ion expens
other
22.5 purcha e admin. 5
5 f.)
sed 8 7 crores
expenses
crores 25 crores 8 crores
4 crores
crores crores
crores

Estimated cost for production of one unit:

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 Particulars Rs
Bottle 3
Nozzle and tube 1
External packaging 1
Cap 1
Formula 15
Serum, preservatives etc.
Taxes and other duties 10
Salary and wages 5
Raw material 4
Transport 10
Storage and handling 3
Administrative overhead 4
Factory overhead 3
Other expenses 2
Total 62

Estimated production cost(manufacturing)- Rs 62

XYZ company (unit cost- 62 + margin- 3Rs = 65)

Organa- Rs 76.50
(15%)

Distributors – Rs 87.45
(5%)

stockist – Rs 91.80
(10%)

Retailers- Rs 101
(25%)

Max Retail price – Rs 126.50/-

• At the time of production the first decision to make

is to whether to have your own production unit by
setting the plant by buying land, machinery, employing
labour etc. or to hire a company who will manufacture
the products for you.

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 • Organa is launching a totally new product and with
no predecessors it is very difficult to forecast whether
the product will be success or not. In such a situation
the company would be playing safe by employing a
pharmaceuticals company to manufacture it. The
advantage of hiring another company is that even if
the product fails the fixed costs incurred by having
land, equipments etc is removed. Also after careful
assessment Organa has decided upon a pharma
company situated at Silvassa (Gujrat).

*Estimated BEP sales at unit cost of 87.45 Rs

BEP Month Estimated sales Revenue

1 75,000 65,58,750
2 1,50,000 1,31,17,500
3 2,50,000 2,18,62,500
4 3,75,000 3,27,93,750
5 5,00,000 4,37,25,000
6 6,50,000 5,68,42,500
7 8,00,000 6,9,60,000
8 9,50,000 8,30,77,500
9 10,50,000 9,18,22,500
10 12,00,000 10,49,40,000
11 13,50,000 11,80,57,500
12 14,00,000 12,24,30,000
13 14,50,000 12,68,02,500
BE 13 1crore (Approx 80
P months sales) crores(approx
.)

Average sales to be done per month will be

approximately 70,000 units to break even in 12
months..

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 Future plans:

Organa, Pakistan has exciting plans for the future. As

soon as the company gains a market recognition and its
reputation for providing quality and value for money
goods and services, and no doubt it will- Organa plans to
launch a specialized hair styling and sculpting gel. Here is
a peek into this super fast and amazing product of world
standard quality.

Because…….
Today’s modern women and men like to have defined
and attractive hair style, depending upon the occasion
people go for sober smart look for the office, a spiky or
softly curly hair for an evening out or may be a dramatic
to a wild party!

Organa’s sculpting gel is therefore a perfect product

to give whatever look one wants, and whenever one
wants. All you have to do is work a liberal quantity of gel
through hair and then proceed with the desired hairstyle;
wait for five minutes before combing. You will then have a
perfect hairstyle which can last up to 15 hours, without
making hair look sticky, greasy or bristly and the final look
is fresh and natural without damaging the hair.

Organa Styling and Sculpting Gel

► Design:

• Both Organa hair straightening spray and Organa

styling gel have been packaged in simple slick
transparent glass bottles, which are ultra light but wont

24
 break easily since polymer silicon fiber has been mixed
with it to add strength.

► Packaging:

• Organa styling gel has been packaged in simple slick

transparent glass bottles, which is ultra light but wont
break easily since polymer silicon fiber has been mixed
with it to add strength.

• Organa styling gel is bottled in a clear transparent glass

tub with a diameter of 14 cms and height of 9cms. 75ml
of gel is packed in each tub. The cap made of tin is
silvery white with a thin silvery line running
diametrically a cm above the cap end. Similarly the tub
is ultra light made of special glass infused with polymer
silicon fiber to add strength and reduce brittleness. The
brand name and product name appears on the tub
whereas manufacturing date and other essentials are
printed on bottom side.

►How it works:

• Tried to use any hair styling products lately? How does

your hair feel when you touch it after some time?
Maybe bristly or coarse or really sticky and brittle to
touch??? Well then, now your problems are over
because of Organa’s styling and sculpting gel. Unlike
other products it does not have any smell and is non
greasy. It has 99.99% pure & stabilized Aloe Vera
extracts for dandruff control and for adding that extra
shine and gloss and therefore completely safe on all types of
hair. Not only that it gets absorbed quickly leaving your hair
completely tangle free, with no residue what so ever,
but you will have your desired style which looks natural,
fresh and lustier than ever before…

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• Just work a liberal quantity of gel through your hair and
style in desired fashion, wait for fifteen minutes and
comb (optional).

► Ingredients:

Organa styling gel contains omega 3 enzyme for giving a

rich natural look along with Aloe Vera and active
vegetable extracts for giving moisture and vitamins. Not
only that, our styling gel has sunscreen block of SPF 40
which protects hair and keeps it looking silky and full of
health.

Conclusion

Marketing management is one of the most significant

aspect while launching a product as well as conducting
day to day business. It can make or break a product and
even the organization.

Marketing management has various aspects to it

which need to handled carefully in order to get the desired
result. And even though it is an ancient art it is still
practiced today albeit with new techniques and methods.

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 We have tried to put together a product by using the
various tools of marketing. In the process we have learnt
the practical use of the study of Marketing management.

In the end, from our point of reasoning, we would like

to say that Organa, the brand stands for enduring beauty,
confidence and perfection with the perfect blend of good
quality, sensible pricing and out standing results.
Therefore,

Organa is— For the Woman of Perfection….

OOOOOOOOOOOOOOOOOO

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