Name: Nimra Shehzad

Roll no: LCM-4013

Class: BBA-V-B Morning
Subject: Strategic Marketing
Final Project (Report)
Submission Date: 03/06/2022
Submitted To: Respected Ma’am Sadia Iftakhar

1
Table of Contents
Section 1: Introduction to NS Hand Sanitizer:...........................................................................3
Section 2: STP Model:...................................................................................................................4
Section 3: 4p’s of Marketing:........................................................................................................6
Section 4: How the Products Developed?....................................................................................7
Section 5: Situational Analysis:..................................................................................................10
Section 6: Contingency Plan:......................................................................................................10
Section 7: Supply Chain Management:.....................................................................................15

2
Section 1: Introduction to NS Hand Sanitizer:

NS Hand Sanitizer is an online shopping page where we are providing hand Sanitizer in
different types of bottles and in of different product. This brand provides best quality sanitizer
and also easy to use and carry. This business was started in March, 2022 in the new disease when
the people was in sever condition. NS hand sanitizer is a best page to buy the Sanitizer and to
buy in a shape which is easy to carry away on a long distance. This business has some specialty
like it provide sanitizer in the shape of a watch as along with a button through which by pressing
the button the hand sanitizer sprinkle on your hand and then we can clean our hand easily.

3
 NS hand
sanitizer

Mission & Vision Statement:

Vision:

‘Quality product with ease to carry and use’

Mission:

‘Quality provided with affordable price and in large quantity’

Products & Services:

Products:

 Hand Sanitizer in watch

 Hand Sanitizer in a bottle shape
 Hand Sanitizer in slim cylindrical shape like perfume
 Wet Tissue

Services:
This brand provide the sanitizers to the home of customer and also provide best services
regarding contact with customer. This brand frequently gives response to customer. This brand
also deals with good quantity and in reasonable price.

4
Section 2: STP Model:
STP stands for segmentation, targeting and positioning. The Marketing Strategy of “NS”
involves the identification of segmentation, targeting and positioning criteria in order to fully
understand customers' individual buying patterns. Customers' need, demands, and purchase
patterns are diverse in nature.

Segmentation:
NS HAND SANITIZER divides the large population into small segments of customers having
needs of same nature. The different types of segments is done by the brand holders.

The segmentation involves:

Demographic Segmentation:
NS hand Sanitizer divide the population in a demographic part such as youngsters, elders, and
eldest people.

Behavioral Segmentation:
A form of customer segmentation that is based on patterns of behavior displayed by customers as
they interact with a company/brand or make a purchasing decision.

Geographic Segmentation:
We also provide the home deliveries in different areas and cities of Pakistan according to the
need of customers.

Need-Based segmentation:
We are providing our products where the products are needed a lot when there are a lot of gems
in exist in a city.

Physiographic Segmentation:
We also deal with segmented customer who have physiological image that the price of a product
is 99RS then this product is less than 100 we should buy.

Targeting:
NS hand Sanitizer is targeting the people of age 15 years to 45 years, also people who are
tourists. We also deals with a people who are surrounded by different bacteria and chemicals
need to sanitize the hands again and again.

5
Positioning:
NS hand Sanitizer position its self in the mind of consumers by implementing the given
approaches:

 Providing high-quality products with a huge quantity in less price.

 Products are readily available for the clients, and also anywhere in Pakistan with a
benefit of providing in different shapes and also easy to use.

Positioning Statement:
‘Safety and Customer satisfaction is our first priority’.

Competitor:
As we are new page or brand in market providing hand sanitizer so we have different brands
competitor in market. The different brands of sanitizers are COOL and COOL, Dettol, lifebuoy
hand sanitizer. The Dettol and lifebuoy and sanitizer are well known-brand and also most
recognized brand are the biggest competitor of us. We compete our competitor by providing
sanitizer in the different shape of bottle and products which are easy and reliable in a long way,

Demand in Market:
Because in today’s world there are a lot disease spread world widely so we have to wash our
hand before eating or we must have sanitize the thing we take from other so the demand of hand
sanitizers are large in number so that people can easily live without any disease. There is also
huge demand of hand sanitizer in market where the people are always in tour or in the way so,
while traveling we must have something through which we can clean our hands.

Section 3: 4p’s of Marketing:

1. Product
2. Price
3. Place
4. Promotion

Product:

NS Hand Sanitizers are providing a range of sanitizers such as:

 Hand Sanitizer in watch

 Hand Sanitizer in a bottle shape
 Hand Sanitizer in slim cylindrical shape like perfume
6
  Wet Tissue

Sanitizer

Price:
As we are providing hand carry products so the price of one small bottle is less the 100RS. But
when it comes to the products, NS will include the cost of making the product as well as other
expenses such as packaging of the product, labeling and after considering all factors we will set
the particular amount so that we can get our profit.

Place:
NS hand Sanitizer sell its products through social media platforms like Instagram, Facebook. We
ensures the product availability and provides the product delivery on time to the right place at the
right time at the right price.

Promotions:
NS hand Sanitizer started to promote its products through social platforms like Facebook and
Instagram, I can effectively communicate to my audience as these are the most effective social
media platforms for such things. Make original content to show off your products. It's the most
efficient technique to reach out to your audience. These platforms allows NS hand sanitizer to
provide different shapes sponsor advertisements after sharing great packaging , allowing us to
target our customers based on their age, gender, occupation, and disease among other factors. On
the same hand through P.R relations, campaigns and bloggers/ influencers we effectively
promote our products.

Section 4: How the Products Developed?

Customer Need Analysis:

 In the first step we are going to analyze the customer needs, is there is a need for our product
in the market or not? As the diseases in the world are getting higher each day we must take
care of our health so to do this NS hand Sanitizer providing the sanitizer that are easy to
carry and also it is more affordable and also as it is considered to be the necessity for health.

7
 NS Hand sanitizer identified this need and developed its own products to provide best
quantity products to its customer at affordable prices. After analyzing the need for product.

1. Idea Generation:
I had the idea of online shopping and was completely in favor of it because it is the ideal way to
receive your chosen product at home, especially if you are too busy to go shopping at an outlet. I
saw different disease spreading in this world news on Instagram and decided to make it. After a
long wait, I received my packages, and when I opened it,   it was totally opposite of what I saw
in the photos. The bottle was filled with water and alcohol and the quality was terrible. After
experiencing this from a variety of brands, I decided to create my own online Sanitizer, which
will provide better quality and quality of products at reasonable prices. In 01 March, 2022 I
launched the brand that I called ‘NS Hand Sanitizer’.

2. Idea Screening:
Due to the fact that the concept of online Sanitizers business are already in running so we
introduce a new shape of bottle in which the sanitizer is filled and can carried with us on a long
distance. The sanitizer is provide in a shape of watch in which we filled the sanitizer and then the
button is used to sprinkle on hands and can clean our hands easily.

3. Concept Development and Testing:

After screening my idea of product, I am going to convert the concept of product in to
development. At this point I will decide how I will manage all things. From where I can get my
product and how can I manage my inventory. How will I will reach to my audience? Which price
to charge? In the case of NS Hand Sanitizer:

 We are dealing with different shapes of product in which hand sanitizer is filled, foe the
filling of shapes we produced our own material and getting raw material from different
shops of gases and oils in Lahore Rang Mehal and the bottles from Zahir Plastic Factory.
There are two major suppliers.
 Customer can contact us directly through social platforms and according to their desired
requirements we will provide the product with the help of my Sister as she is a manger of
his own clothing brand SASHA threads.
 Our suppliers supplied the ready-made products and also the material that we used in
production. We directly sell the product consumers with the help of our management
team.
 Meanwhile I will stored only the products demanded by the consumers at home and
deliver it across Pakistan.
 I used social media platforms like Instagram where I can sell my products directly to
customers.

8
Concept Testing: Concept Testing is performed to obtain a reaction to the new product
concept from a sample of potential buyers before the product is developed. By offering some
samples of my products to friends, family and others this testing allowed me to reshape the
designs, sizes, varieties of my products.

Business Analysis:
After that I performed Business Analysis of my business

NS HAND SANITIZER in order to:

1) Estimate profit and cost.

2) Forecast revenue
3) Other Expenses

Business Strategy:
 At this point I have to decide what the right marketing tactics, strategies are and how I
will use them to achieve my desired objectives. At this stage anyone has to decide about
how to market its products through online store, social media or any outlet. What could
be the ways of attracting your customers towards your product?
 In the case of ‘NS Hand Sanitizer’ I will decide how to grab the customer attention
through effective social media marketing.

4. Product Development:
 It's time to move on with the product life-cycle development process once the New
Product Development idea is in place, the market strategy is defined, and the business
analysis is accomplished. New product development (NPD) is the process of bringing an
original product idea to market. After completing the bushiness analysis management
needs to decide whether to begin product development or abort the project. The
development of new product includes
 Product design: The designs of my products will be based on new trends of markets.
The design of the product is an overview of a product that will be developed. In product
design marketing, it is essential to make the product appealing to the audience.
 Industry Design: Industrial design is extremely important and has a significant impact
on customer purchasing decisions. Industrial designers provide answers for problems
based on consumer demands and needs, following to findings while designing a specific
product for their client.
 Prototypes: Sample of product is called a prototype. By offering the prototypes of my
products to friends, family and others I can test my product (is it appealing to the

9
 customer?). It also allow me to reshape the designs, sizes, varieties and colors of my
products according to the demands of my customers.

5. Market Testing:
Test market is a controlled experiment conducted in a carefully chosen marketplace such as
website, store, town, or other geographical location to measure the response of market and
predict sales or profitability of a product. In this step, I can test my product (is it appealing to the
customer?) by offering prototypes to friends, family, and others. It also enables me to modify the
designs, sizes, kinds, and quantity of my products in response to customer requests.

6. Commercialization:

At this last step I will launch my product through effective marketing strategies of social
platform such as Promotion through P.R, Instagram stories, Campaigns and the blogs/ Influence.
On the other side through Facebook and Instagram I can effectively communicate to my
audience as these are the most effective social media platforms for my own product. Make
original content to show off your creations and collections. It's the most efficient technique to
reach out to your audience. These platforms also provide you with customized sponsor
advertisements after you have great content, allowing you to target your niche based on their age,
gender, occupation, and interests, among other factors.

Section 5: Situational Analysis:

SWOT Analysis is a tool for identifying the strengths, weaknesses, opportunities, and threats
that your company faces. It shows you how to improve on your strengths, identify your
weaknesses, act on opportunities, and reduce risks. Apply a SWOT Analysis to assess your
organization's position before you start deciding on any new strategy. SWOT of NS HAND
SANITIZER is given below:

SWOT of NS Hand Sanitizer

STRENGTH WEEKNESSES
 Ability to a product easy to carry.  Lack of Physical store.
 Offer new shapes
 Better quantity at reasonable  Lack of promotions
prices.

10
 OPPORTUNITIES THREAT
 Going Global
 High level of Competition.

Section 6: Contingency Plan:

A business contingency plan is a strategy for dealing with unexpected occurrences that may or
may not affect a company in the future. In most circumstances, a contingency plan is created to
respond to a negative incident that threatens a company's reputation or perhaps its ability to
continue doing business. Positive contingency plans, on the other hand, include what to do if the
organization receives unexpected funds or other resources.

11
Businesses use contingency planning to avoid uncertainty by taking a series of steps. This entire
procedure begins with the stages outlined in the diagram above:

 Risk analysis: What are the potential risks that could arise in the future and disturb the
firm and its performance?
 Contingency Prioritization: After reviewing the risks, we should priorities the
risks that could have the most impact, and we must make things clear in order to avoid
that risk.
 Scenario building: What are the potential consequences of that risk, what are the
early warning indicators, and how does it affect the entire corporate str
 Contingency plan development: After that, we follow the actions necessary to
construct the plan based on the scenarios we described.
 Monitoring, evaluating and updating: Following the development of the plan to
be implemented, we must analyze and monitor each phase.
Contingency planning with respect to NS Hand Sanitizers :

Expansion:

 Step 1:- What could be the risk’s that could take place. What would be the reaction of
customers to my products as new market, new customers, and new areas could be a
challenging factor and also as everyone taste, culture is different.

12
  Step 2:- After finding the risk’s that could occur then, we prioritizing it according to
their effects on business.
 Step 3: Then we design a scenario that shows how the risk will harm the firm if it
occurs. Due to different taste and culture my products might not be appalling to my new
group of customers, if the customer do not like the product ultimately it will affect my
sales.
 Step 4: After the scenario, we have to create the contingency plan and apply it to the
business in order to avoid any ambiguity, it should be done in a certain way.
 Step 5: Last step is monitoring the plan and evaluating it that whether it is on a right
track or not.

Delivery: If we want to implement the new delivery services in our company,

 Step 1: What are the potential risks, how do they affect the business, and is it cost-
effective or costly to the firm?
 Stage 2: In the second step, we'll priorities the risks and continue to research their effects
on business operations.
 Stage 3: In the third step, we create scenarios that could occur as a result of the risks
associated with the adoption of new delivery services and how they affect the
organization.
 Step 4: In the fourth step, we created a contingency plan, which consists of numerous
procedures that protect the company from any future uncertainty that may arise as a result
of these risks and scenarios.
 Step 5: The final step is to put the plan into action and monitor and analysis it to see if it
is working or if it needs to be changed.

Production:
If NS Hand sanitizer, let’s say add a new partner that help in the production of Bottles then:

13
  Step 1: Determine the risks that can be associated with a new partner to the production
unit. Does the outsider understands the business goals?
 Stage 2: In the second step, we'll priorities the most significant risk. As NS Hand
Sanitizer provides the service of easy to carry bottles and the new partner may do not use
the right materials hence it might lower the quality.
 Stage 3: In the third step, let’s consider that NS Hand Sanitizer provides low-quality and
quantity products and also do not provide the right material and the right products
according to the requirement of customers. Eventually it will have a negative impact on
the demand of customers. They will not be satisfied and discontinue to buy the product
from my business.
 Stage 4: In the fourth step, we will build and implement a contingency plan, which will
include the steps that we can do to correct the situation.
 Stage 5: In the fifth and last step, we will monitor the strategy and assess the success rate
of our execution in terms of how it will benefit the firm.

Sales channel: NS Hand Sanitizer run its online bushiness let’s assume that we want to add a
new sales channel let’s say Goto.com, A portion of profit should be given to GOTO because now
as per legal c-ontract, I can sell my products on this platform but at the same time I have to give
a portion of profit to GOTO hence profit will be distributed.

 Step 1: The first step is to assess the risk and determine whether the action we are about
to take is beneficial to the business and profitable.
 Stage 2: In the second step, we will prioritize the risks that occur throughout the entire
concept.
 Phase 3: In the third step, we will create scenarios and fit the risks into them to determine
how they may cause us problems.
 Stage 4: In the fourth step, we'll create a strategy that outlines all of the actions that will
be taken to improve the efficiency of the sales channel.
 Phase 5: In the fifth step, we evaluate and monitor the actions once more.

Contract: What are the potential drawbacks and how will this complete procedure be carried
out appropriately if a company forms a deal with another brand in order to collaborate?

 Step 1: We assume the risks that may arise if we get into a contract with a different
brand.
 Step 2: We will prioritize the risks depending on their impact on the businesses in the
second step.
 Step 3: In this third stage, we'll assume the scenario and apply the risks' consequences to
the company.
 Step 4: In this step, we'll create a plan for avoiding such ambiguity.

14
  Step 5: In the fifth step, we'll keep an eye on the plan and audit the full effectiveness
evaluation of our strategy.

Section 7: Supply Chain Management:

Supply chain management:

As I stated earlier ‘NS HAND SANITIZER’ is an online jewelry shop dealing in different types
of shape of hand sanitizer. So, the business is consisting of 3 major routes of supply chain.

1) Supplier’s /Producer’s
2) Owner/Distributor
3) Customer’s

Supplier/Producer:
As the supplier and producer of our product is 2 main suppliers so the main part of supplier is
Zahir Plastic factory thy produces bottles and watches and we fill will sanitizer gel.

Distributor:
Then it comes to distributor they deliver our product world widely.

Customer:
Then the delivery man deliver the product to end consumer.

15
Sales Forecasting:

16