Professional Documents
Culture Documents
Consumers
Competitors
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Company
Product
Price
Place
Promotion
Different strategy has been taken to meet the consumer needs &
holding up the position in market. To attract new customers and
maximize the profit, we have expanded our target market such
as, new customer, More Users, Media, and Frequency.
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Finally we can say that very soon, our product is going to capture
the shampoos market in Bangladesh and it is going to become the
best shampoo has ever made.
Background:
From very beginning many famous company like Proctor &
Gamble, Lakme, Garnier, Unilever etc are producing many
qualities shampoos. Like Pantene Pro V, Head & Shoulders,
All Clear, Garnier Fructies, SunSilk, Dove. Each and every
shampoo has different qualities and they are known for their
specialty. For an example: Pantene Pro V prevents from hair
falling. Then Head & Shoulders and All Clear are well known
for anti dandruff. Garnier Fructies make hair long and strong.
SunSilk makes hair black and shiny, and Dove make hair
smooth.
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researched for both male and female persons and developed for
both male and female. As it has been developed by hair experts
so this is laboratory approved and certified. Experts make sure
that this shampoo is usable for every person and there are no
side effects. This shampoo has been developed for general
people and for those who wants to make their hair both long,
strong, shinny, smooth and prevention of hair falling.
In the market other shampoos are cost a high price to buy. But
Rudys: All in One will cost reasonable price to buy. So that
everyone can buy this shampoo.
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Mission Statement:
Mission statement is very important. It emphasizes the company’s
strength in the market place. Our purposes is very clear in our
mission statement. Our “RUDYS-All in One” shampoo has a
mission statement. This is:
Objectives:
Neither our own nor our major competitors objective’s are simple
or obvious. There are many choices between short-term and long-
term profit, between growth and cash flow, between growth in
assets and growth in earnings, between proportions of earnings
paid to share holders as dividends.
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Examine consumer’s assessment of the product in terms of
product performances and related benefits.
Vision:
RUDYS’s has some significant visions to meet the customers
need. By which, customer can fully satisfy with our product.
Situation Analysis:
To understand what market we are going to compete, we have
collected information, and based on that we have done situation
analysis. We have developed 3C’s to understand the market, our
consumers and our company’s management system.
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Consumers
Competitors
Company
CONSUMER:
The main target market of “RUDYS” is fashion oriented people
aged between 15-50 belonging to the lower or middle income
classes. “RUDYS” has targeted its market on the basis of
consumer buying behavior, income level and purchasing power of
people. For which quantity of the product can be changed
according to the income and purchasing power of the consumers
as in case of “RUDYS”. It has also goal to make a good criteria for
low income scale people.
COMPETITORS:
The new “RUDYS” shampoo aims to fulfilling the need of its target
market by offering a high quality, assessment of concept in term
of acceptability, credibility, and perceived benefits, that it offers a
healthy choice shampoo alternative to target customer. By the
way, in the urban area “RUDYS” is acting as a market challenger
against “SUNSILK” or “Head & Shoulders” shampoo. But
“SUNSILK” and “Head & Shoulders” has captured a bigger share
of the market due to its intense promotional activities.
COMPANY:
“RUDYS” has great impact in present market as a company. Our
industry is in Kalurghat, Chittagong. And head office is in
Dhnamondi, Dhaka. It is divided into different departments to
ensure proper care or impaction to existing market. Such as:
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Marketing Department
Finance Department
Procurement Department
Production Department
Distribution Department
SWOT Analysis:
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To understand the market condition and to improve our product
and to make sure of better services, we have done SWOT
analysis of our product. It’s given below.
Strengths:
-International Company
-Well-known brand
-Consumer trust
Weaknesses:
-Strong competition with different kinds of well-known shampoos
Opportunities:
-Great opportunities in developing areas of Bangladesh
-Chance to gain brand loyalty
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-Heavy investment in research shampoo
Threats:
-High competition in the market
To make sure that our sales are effective and profitable, and to
understand the market we have done segmentation, we have
enlisted our target customers, and we developed 4P’s of our
product.
Segmentation:
Market segmentation is one of the key things for understanding
the market strategy. We have segmented our market through
Geographic, Demographic and on Behavioral variables.
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Geographically:
Our primary target is to make our product available in the city
areas. When it is done, then we will go for rural and urban
peoples. And then gradually we will spread our product in all over
the Bangladesh. We have selected Bangladesh because
Bangladesh has perfect weather to use our shampoo.
Demographically:
Our shampoo is for both male and female. The perfect age for
using this shampoo is 15-56 years old people. The price of the
product will be very reasonable, so it almost everyone can buy
our shampoo. And from upper lower class to high class people,
everyone can use this shampoo.
Behavioral:
We designed our shampoo in such a way that, it can also be use
on occasionally. Hair color is a unique feature of our shampoo. If
someone wants to go to a party, he/she can use our shampoo to
make their hair colored. They do not need to go to beauty parlor.
Though it’s coming for the first time in Bangladesh, so every
customers of our will be new-user for our shampoo. But we are
sure that that we can earn our customers loyalty.
Targeting:
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After segment the market, we, then go for our target market. As
we have analyzed our market segment, so we decided that we
our target market is concentrated market. That means we shall
focus our on a small portion of the market. We shall try to capture
those people of age 15-56 who use shampoos. By targeting
concentrated market, we can gather knowledge about what is the
consumer’s needs and thus we can provide our product and
services. Another advantage of targeting concentrated market is,
by this we can attract less competitors, which is more beneficial
for our products. In contrast, in the concentrated market we can
modify and develop our products.
Positioning:
We have developed 4P’s in this section. These are
Product
Price
Place
Promotion
Product:
“RUDYS” will pack their shampoos in at least four different types
and sizes of packaging. The 4 size and types of packaging should
be as follows-
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Large (500 ml)
Medium (200ml)
Semi-medium (100ml)
Price:
We sell RUDYS shampoo very cheap rate. So, everyone can buy it
and increasing their hair beauty. In market RUDYS will be finding
in 6types of prices. Prices are:
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Large 270/-
Medium 125/-
Mini Pack 3/-
Brown Silk 295/-
Black Shine 285/-
Place:
We want to spread our RUDYS shampoo all over in Bangladesh.
That’s why we distribute our product step by steps. When we will
enter the market, we focus 1st in the big cities and towns such as
Dhaka, Rajshahi, Khulna, Borisal, Sylhet, Chittagong etc. We
distributed our product to retailer, whole-seller and also in the
super-store. We supply our product by our own transportation.
Then we will increase our market in small cities and villages.
For the advertising RUDYS also will use its personal contacts and
maintain it with the dealers for better result and also provides
different types of incentives for promoting our products.
Promotion:
To promote RUDYS shampoo we follow different promotion plan.
We hear some bill-board which promoting our shampoo. We also
hear some door to door sales-man who going in different area in
cities and promoting our product to house-wives and to the
people who generally stay inside the home. We give
advertisement in radio, television and also in internet. In
newspaper we have give advertisement. We used magazines and
handbills also. Furthermore, the famous celebrity “TISA” and
“NOBEL” will represent our product. By this we have strong brand
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loyalty, which will help to build strong relationship with our
customers.
Strategy:
The “RUDYS” shampoo aims at fulfilling the needs of its target
market by offering a high quality, assessment of the concept I
terms of its acceptability, creditability, and perceived benefits,
which offers a healthy choice shampoo attentive to the target
consumers. To maximize our profit, we have taken the following
strategy.
New Customers:
“Rudys” is trying to attract buyers who are unaware of the
product or who are resisting it because lack of such features.
“RUDYS” is using market penetration strategy, new market
segment strategy and geographical expansion strategy for
searching new customers. Very attractive advertisement and
other propositional activities perform a vital role in this case.
More uses:
“Rudys” has increased its amount level and frequency of
consumption. It also imposes packaging and redesigns the
product. It also offers larger package size and makes the product
more available. “RUDYS” emphasize more on marketing
programs, which inform the consumer about the brand and it
frequently develops the product which also spurs new uses.
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Media:
To attract more consumers we used media as a strategy. We used
both electronics media and printing media. We used TV, Internets,
Satellite Channels, and others electronics devices to aware our
consumers. We used magazines, newspapers, and handbills as a
printing media. It will play an important role to increase the sales
of the product.
Frequency:
We decided that after launching our product we shall advertise
our shampoo for six months. Every Friday we will give major ads
in the newspaper, and advertisement should be telecast three
days in a week.
Conclusion:
According to data gathered, through investigation and analysis
made, and the steps we are going to take, we can safely conclude
that the “RUDYS” shampoo should surely be introduced into the
market. In the light of research, our product will be able to meet
the competition with the other brands. The addition of new
product will enhance the sales volume bringing lucrative profits
for the company.
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