ASSIGNMENT

REPORT: MARKETING PLANNING ON

ANGELINA FACE WASH

COURSE: MARKETING

Batch: 2014-2015
SUBMITTED BY:

FIZA AKHTER

SUBMITTED TO:

Ms. SHUMAILA

Department of Business Administration

Federal Urdu University of Arts, Sciences and Technology

Angelina Face Wash Marketing

Table of Contents

1. INTRODUCTION____________________________________________________2
2. ORIGIN OF THE REPORT_____________________________________________2
3. BROAD OBJECTIVE_________________________________________________2
4. METHODOLOGY____________________________________________________3
5. LIMITATION OF THE REPORT________________________________________3
6. LITERATURE REVIEW_______________________________________________4
7. COMPETITIVE REVIEW______________________________________________6
8. CURRENT MARKETING SITUATION_________________________________10
9. MARKET DESCRIPTION____________________________________________10
10. BENEFITS AND PRODUCT FEATURES______________________________11
11. PRODUCT REVIEW:______________________________________________11
12. CHANNELS AND LOGISTICS REVIEW______________________________12
13. SWOT ANALYSIS________________________________________________12
14. POSITIONING____________________________________________________14
15. MARKETING TOOLS:_____________________________________________14
16. MARKETING RESEARCH__________________________________________15
17. MARKETING ORGANIZATION_____________________________________15
18. CONCLUSION____________________________________________________16

1|Page
Angelina Face Wash Marketing

Marketing on Angelina Face Wash

1.INTRODUCTION
Now a day in the competitive world particular experience is must. It is possible to
gather theoretical knowledge by passing through book but it is insufficient to
acquire practical experience. In order to complete the BBA program we have to
complete a course called Management. In completing the course our course
Instructor gives us as assignment on Strategic Development on Angelina Face
Wash. By preparing the report we will able to gather knowledge about the different
types of Product.

2.ORIGIN OF THE REPORT

This report has been made as the course requirement of Management. The topic
for this report has been chosen by my course teacher Mam Shumaila Faculty of
Business Administration. This report contains the “Strategic Development on
Angelina Face Wash”.

3.BROAD OBJECTIVE
 To gather practical knowledge about new product.
 To analyzing how to start new product.
 To the same time gathering the practical experiences.
 To present situation about the market.
 To know the product strategies that the organization allows to apply.
 To analysis quality of the product
 To identify the problem of new product

2|Page
Angelina Face Wash Marketing

4.METHODOLOGY
Methodology is the process or purpose of collecting data and information, which
are required in connecting with findings tools for best possible outcome.
There are various approaches to collect data for the report. But we should carefully
select the way according to nature of the report. We have designed the study
carefully planned to yield result that are objective as possible. The main lookout the
report is to discover consumer behavior toward face wash brand. In this section,
we would like to emphasis on survey process that we have conduct while we were
preparing the report. We are mainly collecting the data from secondary source.
This process consists of the following steps:

5.LIMITATION OF THE REPORT

In carrying out the study we faced many limitations which are listed below:

i. Lack of Experience
The work of collecting the information requires much experience. But we had no
adequate idea, knowledge, and previous experience about the report. Therefore it
is very normal that error come into existence in the report.

ii. Time Limitation
The time limitation is one of the limitations of this report. We have to complete this
report within very short time.

iii. Lack of Facilities Provided By the Management

At the time of data collection we have faced several problems due to lack of
facilities by the management.

iv. Lack of Interest

At the time of data collection it has been observed that most of the participants of
the interview did not pay attention in answering the question.

v. Lack of Information

3|Page
Angelina Face Wash Marketing

The Company is world renowned company. But our report was only in Dhaka
based. So, the report lacks information.

6.LITERATURE REVIEW
i. Brand
According to the American Marketing Association (AMA), a brand is a “name, term,
sign, symbol, or design, or a combination of them, intended to identify the goods
and services of a one seller or group of sellers and to differentiate them from those
of competition”. (Books: Kevin Lane Keller, Strategic Brand Management, 3th
Edition)

ii. A mental map

Is a visual depiction of the different type of association linked to the brand in the
minds of consumers. (Books: Kevin Lane Keller, Strategic Brand Management, 3th
Edition)

iii. Core brand associations

Are that subset of associations (attributes and benefits) that based characterize a
brand. (Books: Kevin Lane Keller, Strategic Brand Management, 3th Edition)

iv. A brand mantra

Is a short three to five word expression of the most important aspects of a brand
and its core brand associations. (Books: Kevin Lane Keller, Strategic Brand
Management, 3th Edition)

v. Customer- based brand equity

As the differential effect that brand knowledge has on consumer response to the
marketing of that brand. (Books: Kevin Lane Keller, Strategic Brand Management,
3th Edition)

vi. Brand awareness

Is related to the strength of the brand node or trace in memory which we can
measure as the consumer ability to identify the brand under different conditions.
(Books: Kevin Lane Keller, Strategic Brand Management, 3th Edition)

4|Page
 Angelina Face Wash Marketing

vii. Brand image 

Is consumer perceptions about a brand as reflected by the brand associations held
in consumer’s memory. (Books: Kevin Lane Keller, Strategic Brand Management,
3th Edition)

viii. Brand performance 

Describe how well the product or service meets customers more functional needs.
(Books: Kevin Lane Keller, Strategic Brand Management, 3th Edition)

ix. Brand resonance 

Describes the nature of this relationship and the extent to which customers feel
that there “in sync” with the brand. (Books: Kevin Lane Keller, Strategic Brand
Management, 3th Edition)

x. Brand feelings 
Are customer’s emotional responses and reaction to the brand. (Books: Kevin Lane
Keller, Strategic Brand Management, 3th Edition)

xi. Brand quality 

As brand attitudes are consumers over all evaluation of a brand and often form the
basis for brand choice. (Books: Kevin Lane Keller, Strategic Brand Management,
3th Edition)

xii. Brand credibility 

Customers may also form judgments about the company or organization behind
the brand. (Books: Kevin Lane Keller, Strategic Brand Management, 3th Edition)

xiii. Brand consideration

Depends in part on how personally relevant customers find the brand and is a
crucial filter in terms of building brand equity. (Books: Kevin Lane Keller, Strategic
Brand Management, 3th Edition)

5|Page
Angelina Face Wash Marketing

Face Wash Industry in Pakistan

7.COMPETITIVE REVIEW
The purpose of a competitive review is to identify key competitors, describe their
market positions, and briefly discuss their strategies.

i. Ponds
Pond’s Cream is a brand of beauty and health care products that is produced by
the Ponds Institute which is owned by the multinational company Unilever. Pond’s
Cream was invented in the United States as a medicine by scientist Theron T.
Pond (1800–1852) in 1846.
In 1886 it was began to advertise nationally. They would, however, advertise under
the name of Pond’s Healing until 1910and in 1914 Pond’s Cold Cream and
Vanishing Cream marked the brand’s evolution to a beauty icon. By the mid-1920s
it was reflecting this positioning with endorsements by society beauties. Its stylish
image was underpinned by guarantees of product delivery and an understanding of
women’s beauty routines and needs.
In 1955 Pond’s Extract Company merged with Chesebrough Manufacturing and in
1987 Unilever purchased Chesebrough-Pond’s. By this time the Pond’s brand had
built up a powerful international presence.
Pond’s started out with a cold cream and was merged with Chesebrough
Manufacturing Company in 1955. The Pond’s cold cream then became available in
supermarkets throughout the US. Their bottle design is still followed today. Soon
many more products were launched under the Pond’s brand name and it rose to
new heights with its skincare products.
Ponds Daily Face Wash is soap free, which means it doesn’t contain any harsh
chemicals that could harm your skin. Instead, it contains organic surface active
agents that benefit all skin types. Its creamy lather is effective for removing all your
makeup and dirt that you gather throughout the day, leaving behind clean, smooth
and revitalized skin.

6|Page
Angelina Face Wash Marketing

ii. Olay
Olay is a product truly born from love, as it was created by a man as a gift for his
wife. In the 1950s, chemist Graham Wulff saw his wife Dinah’s frustration with the
thick, waxy beauty creams that came in shoe-polish tins. They left her skin looking
greasy, and they certainly didn’t fit with her feminine sensibility. Graham wanted to
create a new beauty product for her—one that could not only moisturize her skin,
but also leave her feeling beautiful and feminine.
Olay was enjoying phenomenal success in South Africa, and in 1959 expanded
into England, the United States, the Netherlands, Canada and Germany. Needless
to say, the Olay business flourished. Eventually, Olay was sold to Richardson
Merrill, which later became Richardson-Vicks. In 1985, Procter & Gamble bought
Richardson-Vicks and gained the Olay brand. In 2000, Procter & Gamble decided
to shorten the brand name to Olay. The formula had evolved over the years, and
the original name no longer fit with what women have come to expect from Olay—a
light, greaseless formula that absorbs quickly into the skin.

iii. Dove
Dove first launched in the US during the 1950s; Dove cleansing bar with its
moisturizing properties was originally developed to treat burn victims during the
war. In 1957 the basic Dove bar formula was refined and developed into the
“Original Dove Beauty bar”. It was launched as a beauty soap that was clinically
proven to be milder on dry and sensitive skins. Then gradually it launches many
new products like: Men’s care product, Pro-age skin care, Young girl skin care Hair
therapy, body care etc. In 2011, Dove introduces the new line of Dove Hair
Therapy Nourishing Oil Care line formulated with weightless Nutria-Oils to nourish
your hair.2011 also launches Dove Hair Therapy patented Fabre Actives
technology to reconstruct hair from the inside. New products to look out for include
Dove Intensive Overnight Crème and Dove Intensive Repair Mask.

7|Page
Angelina Face Wash Marketing

Key Facts
 Dove has evolved and grown in many ways over the year and no
longer just caters to skin care. The Dove brand comprises of skin care
for men and women, lip care, deodorants, as well as hair care.
 Dove is the UK’s top Bar Soap brand and 45% of the population
bought a Dove product in 2010. In fact, 10.1 million women use Dove
every week in the UK.
 Now some of the products of Dove

iv. Nivea
Nivea is a global skin- and body-care brand that is owned by the German company
Beiersdorf. The company was founded on March 28, 1882 by pharmacist Carl Paul
Beiersdorf. In 1900, the new owner Oskar Troplowitz developed a water-in-oil
emulsion as a skin cream with Eucerit, the first stable emulsion of its kind. This was
the basis for Eucerin and later, Nivea. Nivea comes from the Latin word
Niveus/Nivea/Niveum, meaning ‘snow-white’.
During the 1930s, Beiersdorf began producing products such as tanning oils,
shaving creams, shampoo and facial toners. The trademark “Nivea” was
expropriated in many countries .Beiersdorf completed buying back the confiscated
trademark rights in 1997. During the 1980s, the Nivea brand expanded into a wider
global market.

8|Page
Angelina Face Wash Marketing

Meaning of Angelina
Angel is a GREEK word and the meaning of angel is messenger of God. Angel is
usually a girl’s name. Angelina is derived from angel. Our product is mainly based
on women’s skin problem. So, we named our product Angelina. We don’t claim that
our product will makes you look like an angel, but we guarantee that it will create a
gentle effect on consumer’s skin.

Logo

Slogan:
Angelina for lovely skin, for a great day.

Strategy of Brand Name

Individual brand

9|Page
Angelina Face Wash Marketing

Mental Map

8.CURRENT MARKETING SITUATION

Now a day’s people are more concern about their beauty care. They search
suitable product for them among a huge company product. Now it is winter season,
so they want to keep them refresh and cool. So, for this time we launched a new
product named Angelina Face wash. This Face wash help them to keep cool 12
hours after using it. It is also helps to remove black spot, oil, and pore and give
brightness from deep of skin. We use in this product Aloe Vera, Mint, and Lemon
etc.

9.MARKET DESCRIPTION
Angelina Face Wash for all of women who are conscious about their skin, go
outside regularly, want to keep them fresh and cool, and clearness. This face wash
helps to remove oil, pore, black spots, dull & dark, exposure to sun, pollution &
harsh environmental conditions. In future, our company launch new innovative
product match with the season like summer, winter, monsoon etc.

10 | P a g e
Angelina Face Wash Marketing

10. BENEFITS AND PRODUCT FEATURES

Targeted Segment Customer Needs Corresponding
Features/Benefits
Female: Clear, smooth, beauty Focus on Herbal
(a)15 to 20 skin. Ingredients not acid or
chemicals.
(b)21 to 40 Clean, fairness skin. Focus on remove black
spot, boil.
(c) 40 up Wrinkleless & spotless Focus on remove the
skin. wrinkle on the face, spot &
pore from the deeper.

11. PRODUCT REVIEW:

This face wash has different characteristic, such as.

 We use Lemon & Honey to remove oil from the skin & remove the
unexpected black spot.
 We use Aloe Vera& Mint for cool and freshness.
 We use Neem to remove boil & black spot.
 We launch different face wash for different age’s people.
 We also launch different product for different season.
By this product we enter into the market. In the first year sales revenue are
projected to be Rs.1, 00, 00,000 based on sales 1, 00,000 units at Wholesale price
of Rs.100 each. During the second year we plan to introduce the new innovative
product to satisfy the customer.

11 | P a g e
Angelina Face Wash Marketing

12. CHANNELS AND LOGISTICS REVIEW

We want to spread our product all over the country. For this reason, we distribute
our product by superstore,dealer,online,divisional agent etc. They help to provide
the product in the remote village in the country.

i. Superstore
We supply our products to the main superstore in this country. Such as boltan
Market, chaseup, Imtiaz superstore etc.

ii. Dealer
We supply our products to the dealer to reach it in the remote town & village overall
the country.

iii. Online
We sell our products on popular online market such as cell bazar, eBay,
Amazon.com etc.

iv. Divisional Agent

We appoint some expert agent in every division they go to the retail store and tell
them the quality, using method and benefit of use the product and then supply
them the product. And collect the customer feedback.

13. SWOT ANALYSIS

The Strength, Weakness, Opportunity and Threat (SWOT) analysis provides a
snapshot of Angelina’s internal strength and weakness and external opportunities
and threats.

i. Strengths
 Company reputation is recognized through all over the Pakistan.
 Customer’s satisfactions (toll free number, online services, and
advisory services.)
 Customer’s retention ratio is high due to supreme product
qualities.
 Stability in Pricing.
12 | P a g e
Angelina Face Wash Marketing

 Larger Distribution network and Products promotion in a large

scale
 Geographical coverage across all over the Pakistan
 Strong market research (Door to door sampling – once in a year –
Rural and Urban area.)
 Many variants (mint, aloe Vera, neem, honey, lemon)

ii. Weakness
 Limited penetration or product choice for the rural market.
 Tough competition means limited market share growth and high
brand switching despite constant branding and advertising.
 Mainly positioned as beauty wash targeted towards women.
 Some variation like the sunscreen, international variant did not do
well in the market.
 Not much popular in rural areas

iii. Opportunities
 Angelina face wash has a strong market potential in the market &
can look forward to gaining more shares in the skin care segment.
 Products and packaging to suit different needs and demographics
can help boost sales
 Large market share – Strong hold over the market

iv. Threats
 The switching potential can be high if the customers are not
satisfied with our product
 If our product gets successful, there is a major threat of new
entrants to follow up on company’s trend.
 Existing producers of face wash can decrease their prices as well
as new entrants to attract customers.
 Competitors: Local and international competitors have well
established businesses
 Large proportion of women who are currently unaware and place
low priority on skin care
 Threats are current or emerging external elements that could
potentially challenge a company’s performance.

13 | P a g e
Angelina Face Wash Marketing

14. POSITIONING
We differentiate our product by product differentiation. The different product is
made for different age of women like; Teenage, Matured and Old. Customer
chooses it only for herself. Every individual can use which is suit her skin based on
age. They get it as their like actually which is need for them. It is totally different
from other company products. This is the first different face wash for different ages
women in the market.

15. MARKETING TOOLS:

There are four types of marketing tools. Such as,

i. Product Strategy:
If the consumers are not satisfied by using our product then we return back our
product and back the amount to the customer that they pay in buying time. Our
product validity date 2 year to 3 year.

ii. Pricing Strategy:

Pricing – We produce our product in 3 categories.
 100ml - Price =120 rupees
 150ml - Price =180 rupees
 200ml - Price =240 rupees

iii. Distribution Strategy:

We use selective Distribution to sell our product, such as store, dealer, online
retailers, and whole seller. We add a channel partner and media partner in first
year, channel and media partner display our product.

iv. Marketing Communications Strategy:

By integrating all massage in all media, we will reinforce the brand name and the
main point of product differentiation. It helps as to introduce our product in the
market.

14 | P a g e
Angelina Face Wash Marketing

16. MARKETING RESEARCH

We are identifying the specific features and benefits that our target market
segments value. Feedback from market tests, surveys, and focus groups will help
us develop the Face Wash product. We are also measuring and analyzing
customers’ attitudes toward competing brands and products. Brand awareness
research will help us determine the effectiveness and efficiency of our messages
and media. Finally, we will use customer satisfaction studies to judge market
reaction.

17. MARKETING ORGANIZATION

i. Action Programs
We collect the customer and employee feedback about product and service. If
need any action or solve the problem, we take steps to solve the problem and
improve the quality of product and service as customers and employee demand.
Like:
 Set new channel of sales.
 Use new technology to provide service.
 Launch customer demand product.
 Give complaint box or comment or suggestions box to get customer
demand, want and need and fulfill their demand, need and want.

ii. Budgets
Budget is an important part of the company. Every year we make a budget to
profitability and disciplinary complete our work. We mainly focus on improve of
product quality and the demandable product of customer. And employee
satisfaction, create new sales channel, customer service center etc. We keep
some budget for wide the company area and space.

iii. Control
We will measure our performance by controlling following areas:-
 Annual revenue
 Annual sales expense
 Customer satisfaction

15 | P a g e
Angelina Face Wash Marketing

 Customer feedback etc.

18. CONCLUSION
As “Angelina” Face Wash is a new product in our country, so it has some lacking
such as:
 It is not a popular brand product.
 People are not accustomed with this product.
 They afraid about quality.
 They have no information or knowledge about this product.

But we hope we can easily overcome these lacking in our nearest future by
providing better quality and creating strong brand loyalty among the customer. We
believe that the people will prefer this Face wash than other face wash after
comparing the product benefits. We must be available the information to the people
about the products. We advertise our products in the popular media such as-TV,
Radio, Newspaper, Billboard etc. to supply the information of the product.

16 | P a g e