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INTRODUCTION:
Nicotine addiction is a pressing global issue. Millions of people's health and well-
being are impacted by the serious global problem of nicotine addiction. But
stigmas and cultural hurdles frequently make it difficult for people to access
recovery services, making it difficult for them to escape the grip of addiction.
Recognizing this pressing need, E-Sano is made to meet these challenges by
providing a discrete, flexible, and effective alternative for smokers trying to give
up.
E-Sano is an anti-addiction e-cigarette that provides a personal rehab
experience enabling individuals to progressively kick their nicotine addiction.
Three different types of our product, each suited to a different stage of addiction,
ensure that each user receives a unique treatment plan. Every model in the E-Sano
line is outfitted with features and controls to support users on their quitting path.
Our goal at E-Sano is to eliminate nicotine addiction, but we also want to eliminate
the stigma and cultural hurdles that prevent people from seeking official recovery.
By providing an alternative strategy, we want to reach people who may have
previously been hesitant to seek help. We work to enable people from many
backgrounds, including those from communities that are sensitive to cultural
differences, to beat addiction without surrendering their values and beliefs.
E-Sano seeks to spread knowledge of the advantages of our anti-addiction e-
cigarette through strategic alliances with medical professionals, addiction
specialists, and local leaders. We intend to establish E-Sano as a dependable and
practical alternative through partnerships with stakeholders, giving people hope
and encouragement as they work to live smoke-free lives. E-Sano offers a major
chance to improve the lives of people who are battling nicotine addiction. We are
thrilled to offer this game-changing product, and we cordially encourage you to
join us in our fight against addiction and the promotion of better, smoke-free
lifestyles. Let's work together to make it possible for everyone to be free from
nicotine addiction in the future.
PROBLEM INTRODUCTION:
As we all know a lot of people around the world are suffering from the addiction to
smoking. Even though they are aware that smoking kills. It is estimated that
smoking is responsible for around 108,800 deaths in Pakistan each year. Smoking
has negative impacts on the lungs, while also causing several types of cancer like
lung, throat, mouth, esophageal, pancreatic, bladder, kidney, and cervix cancer. It
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also causes respiratory issues like coughing, wheezing, shortness of breath, and
worsened asthma symptoms. It is also known to cause respiratory infections, like
pneumonia and bronchitis. It also damages the blood vessels and causes heart
diseases like heart attack, stroke, and peripheral artery disease. Studies also suggest
that it affects the fertility of both men and women. Smoking also has negative
impacts on oral health like gum disease, tooth loss, and oral cancer.
PROBLEM STATISTICS:
According to the report of WHO in 2020, 22.3% of the world’s population used
tobacco. The 1.3 billion tobacco users live in low and middle-income countries.
The State Bank of Pakistan reported that in 2014 Pakistanis smoked worth 64.48
billion. According to the Pakistan Demographic and Health Survey (PDHS) 2017-
18, approximately 19.1% of adults (aged 15 and above) in Pakistan are smoking
tobacco and nicotine products. In a national study, it is reported that most
youngsters use smoked tobacco in universities and colleges, and the main source of
inhaling tobacco is cigarettes and shisha.
Table:
Date Smoking Rate (Ages 15+)
12/31/2000 37.5
12/31/2005 31.9
12/31/2010 27.4
12/31/2015 23.6
12/31/2018 20.8
12/31/2019 20.8
12/31/2020 20.2

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 SMOKING %
37.5
32.5
27.5
22.5
17.5
12.5
7.5
2.5
2000 2005 2010 2015 2018 2019 2020
SMOKING % 37.5 31.9 27.4 23.6 20.8 20.8 20.2

SMOKING %

Product Description:
Product:
 E-SANO (MILD, STRONG, EXTREME)
With the help of our product, people can get over their addiction to nicotine
without the need for conventional treatment plans. It acts as a tailored
rehabilitation tool, assisting users as they gradually give up smoking. Similar to
conventional rehab facilities, the goal of our offering is to offer people the tool that
they may need to overcome addiction.
Product tagline:
“Don't let smoking rule your life”.
Working:
Our e-cigarette is similar to any other e-cigarette but with three additional things
 Puff meter
 A timer
 A lock
The puff meter measures the no of puffs being inhaled, after the no of puffs near
equivalent to a cigarette is reached the vape locks itself. According to the national
cancer institute, an average of 6.8 puffs are there per cigarette. So we have locked
the no of puffs to 8. Then a timer is displayed for when the e-cigarette can be used
again. This timer gradually increases with each use slowly letting u control your
nicotine and cigarette addiction.

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Note: The timer has its separate battery cell, so even if the battery of the vape
requires charging and the vape itself is off. The timer will still be active and will be
shown.
Why the gradual increase?
According to the Center of disease control and Prevention UK, Our brain has to get
used to not having nicotine around. Nicotine is the main addictive drug in tobacco
that makes quitting so hard. So you cannot just quit smoking like any other
addiction u have to slowly.
Levels of nicotine addiction in cigarettes:
According to the study, we can divide the nicotine levels of different cigarettes into
three categories.
 On the low end, about 6mg in one cigarette.
 On the high end, about 28mg in one cigarette.
 The average, is about 10-12mg in one cigarette.
Product division:
On the basis of the above-shown statistics we have divided the product into 3
categories
1. E-SANO MILD
 For low addiction to nicotine.
 The users of cigarettes that contain 5-10mg of nicotine
 Contains and supports up to 10mg of nicotine
2. E-SANO STRONG
 For average addiction to nicotine
 The users of cigarettes that contain 10-25mg of nicotine
 Contains and supports up to 20mg of nicotine
3. E-SANO EXTREME
 For high addiction to nicotine.
 The users of cigarettes that contain 25+mg of nicotine
 Contains and supports up to 30mg of nicotine

Product Designs:
We have made two designs for our product

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Design 01:
This is a pen-shaped design that can easily fit inside your pocket for carrying. In
this design, the three levels are the same as shown above (E-SANO MILD, E-
SANO STRONG, E-SANO EXTREME). The upper part is the mouthpiece, just
below that is a digital screen that shows the timer and the puff meter. At the bottom
of the E-cigarette is the branding. This is the first and basic design of the product.

Design 02:
The second design of our product is in a small box-like shape. This design is
trendier and is more commonly seen on vapes these days. In this design, the
mouthpiece is on the top below that is a digital screen on which there is the puff
meter and the timer. Right beside the digital screen is the product branding that

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shows the three levels (E-SANO MILD, E-SANO STRONG, and E-SANO
EXTREME).
Note: the main functionality and working of both of these designs are the same.
The change in the designs is based on the preference of user.

Product packaging:
We have designed smart
packaging for our product. We
have made small boxes which
becomes easy to use. The box
material we are using is Box
material: Paper Grades (Outer /
Inner Liners): Virgin Kraft
Paper. Material Grade (GSM):
185/200 GSM. Surface Coating:
Laminated Coating. Shape:
Rectangle. This material is

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commonly seen in smartphone boxes. The charger will be behind the main device,
similar to a mobile box. This packaging is minimal and elegant. On the front of the
box will be our product name and our company’s tagline. The middle part of the
box will contain plastic glass that will be see through. From which our product can
be seen. On the sides of the box a little description will be given as to who we are
targeting with that image. As for the contents of the box it will contain the e-
cigarette and the charger.
The box for the second design is a little different because of the shape.

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So the material we will be using is the sane the difference is that there will be no
plastic glass in the box. The front of the box will contain the same product name
and the company tagline.

Pricing:
For the pricing first, we have to analyze the production cost of the product.
Cost analysis:
Currently, our product’s technology cost for E-SANO MILD is approximately
2000rs and the nicotine filling is around 2000RS for 10mg so a total of 4000RS.
For E-SANO STRONG the product technology cost around 3000RS and 2500RS
for 20mg filling so a total of 5500rs. Lastly for the E-SANO EXTREME, the
production cost is around 4000RS and 3000RS for 30mg of filling. So the cost of
producing the vapes is 7000RS. (Excluding labor and other expenses)
Name MILD STRONG EXTREME
Machine cost 2000RS 3000RS 4000RS
Nicotine cost 2000RS 2500RS 3000RS
Total 4000RS 5500RS 7000RS
These costs are higher because of the production size. These are the costs that were
incurred when we were preparing samples of our product. So these costs will get
lower when we mass produce these items. But for that we need revenue.
Selling price:
We are selling all of these at the following prices
 E-SANO EXTREME AT RS8500
 E-SANO STRONG AT RS7000
 E-SANO MILD AT RS5500
The price of these products is still minimum if u compare it with market options
because we have put the margin of profit to a minimum.
Profit analysis:
Now let us analyze our profit margin
Name: COST PRICE PROFIT
MILD 4000RS 5500RS 1500RS
STRONG 5500RS 7000RS 1500RS
EXTREME 7000RS 8500RS 1500RS

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SO our profit on each sale is 1500 of which we also have to pay other expenses, so
we can say that our profitability margin is around at breakeven

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IMPLEMENTATION:
TESTING AND CERTIFICATION:
Our product is certified by the Tobacco control law even though it does not contain
tobacco. We plan to sell it with the help of social organizations. We have three
types of products. Strong, mild, and extreme. It sells to the customer according to
their need. We have also implemented this on 5 of our smoker friends and 4 of
them were successful in quitting smoking.
MARKETING AND PROMOTIONS:
In Pakistan tobacco containing products cannot be advertised. So even though E-
cigarettes do not contain tobacco similar laws are applied to them as well. So
currently we cannot market our product through social media channels, websites
etc. but as our product promotes health we believe with the help of social
organizations we should be able to market it.
DISTRIBUTION AND SALES:
Our product is not made for the mass audience so we need the partnership of social
organizations and rehabs for the success of our product. We plan to sell it through
these organizations as well as online platforms.
PRICING AND PROFITABILITY:
We have made our profit margins as low as the company can afford without going
bankrupt. Currently, at the price we plan to sell our product, we will be at a
breakeven profit margin where we use the profit to pay and maintain inventory and
for the improvement of our product. And for it to be even better we need funds.
CONTINUOUS IMPROVEMENT:
We aim to continuously improve our product and keep up with the trends and also
take feedback from the customers which is the biggest source of improving the
product.
BENEFITS:
The advantages of marketing this product are as follows.
IMPACT ON PUBLIC HEALTH:
This product lessens tobacco use's negative effects on both children and adults.
Additionally, it lessens illnesses connected to it, such as heart and respiratory
conditions.

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IMPROVE QUALITY OF LIFE:
One of the many benefits of quitting smoking or lowering smoke is an
improvement in quality of life. Our solution enables customers to give up smoking
and lead healthier lives.
ECONOMICAL SAVING:
By promoting that product, the government is also able to save money since
quitting smoking will ease the strain on the nation's healthcare system.
Additionally, it lowers healthcare costs.

MARKET ANALYSIS:
MARKET SIZE AND GROWTH:
As per above mentioned data there is a very huge market for us to start selling our
product and sufficient space to grow our company.
MARKET SEGMENTATION:
According to the above-mentioned data we target both men and women (aged
above 15) we sell our product to both youngsters and adults. But our product is not
the exact solution for youngsters. We encourage them to go rehab but if someone
wants to quit it themselves our product can help.
CUSTOMER ANALYSIS:
A national study it is reported that most youngsters use smoked tobacco in
universities and colleges, and the main source of inhaling tobacco is shisha and
cigarettes etc. We also sell this product at a low price so everyone uses that and
quit the bad habit of smoking.
INDUSTRY TRENDS AND DRIVERS:
The Trend of pods and the electrical pen industry is increasing every day we use e-
Sano which attracts youth. So there is the biggest opportunity for us to enter into
that industry and sell it with the help of social organizations.
MARKET ENTRY BARRIERS:
We face a lot of difficulties to enter into the market. The following are the factors
 LEGALITY
As our product may face legality issues in selling so we need the help from social
organizations to effectively sell our product.

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  INVESTMENTS
Investment is also the biggest problem for us to start so we take investors who
invest in our product. More than that we need reliable partners who can help us sell
and distribute our product.
 PROFITABILITY:
As we do social work so our profit margin is low. Our profit margin is low enough
that we have to only pay the investors to improve our product and earn a small
amount from that. So it is hard to grow when you have low margins of profit so we
need help from the organization.

SWOT ANALYSIS:
Strengths:
1. Innovative Product:
Our product provides people with a tailored and gradual method of quitting
smoking, offering a novel remedy for nicotine addiction. It distinguishes
itself from rivals thanks to its customized models, locking mechanism,
nicotine control, regulated flavors, and slow reduction strategy.
2. Addressing Cultural Stigma:
We are aware of the stigmas and cultural barriers that come with requesting
assistance from conventional rehabilitation facilities, particularly in some
communities. We strive to meet the requirements of those who might be
reluctant to seek out official rehab by providing an alternate approach.
3. Market Potential:
As people are becoming more aware of the negative effects of nicotine
addiction on their health, there is a sizable market for products and services
that help people quit smoking. We have the chance to enter this sector and
provide people with a secure and practical solution. E-Sano has the
opportunity to tap into this market and provide a safe and effective solution
for individuals looking to quit smoking.
4. Education and Awareness:
We have the ability to spread knowledge and awareness about the
advantages of anti-addiction e-cigarettes. E-Sano can develop a sizable
client base and create trust by sharing information across numerous
platforms and working with healthcare professionals.
Weaknesses:
1. Low Market Awareness:
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 It's possible that a large number of people are ignorant of the availability and
advantages of anti-addiction e-cigarettes like E-Sano. A lack of knowledge
could inhibit market penetration and impede initial adoption.
2. Competitive Landscape:
The smoking cessation products market is extremely competitive, with well-
known substitutes like nicotine gums, patches, and various e-cigarettes. E-
Sano must effectively distinguish itself from competitors and show that its
effectiveness, customizability, and user experience are superior.
Opportunities:
1. Cultural Customization:
To show its sensitivity and regard for diverse cultural communities, E-Sano
can adjust its marketing and messaging. E-Sano can broaden its reach and
more successfully navigate cultural obstacles by interacting with community
influencers and leaders.
2. Strategic Partnerships:
Working with addiction specialists, healthcare organizations, and other
pertinent parties can increase E-Sano's credibility and open up access to a
larger consumer base. Collaborations in research, joint awareness initiatives,
and endorsements are examples of partnerships.
Threats:
1. Regulatory Environment:
Modifications to laws and rules governing e-cigarettes and other smoking
cessation aids may have an impact on the industry and place restrictions on
advertising and distribution strategies. To maintain long-term sustainability,
compliance with changing legislation is essential.
2. Social Perception:
The acceptability and adoption of E-Sano may be hampered by false beliefs
or unfavorable impressions regarding e-cigarettes, particularly among some
groups or communities. The need of clear communication and product safety
and efficacy education cannot be overstated.
In conclusion, E-Sano is a cutting-edge anti-addiction e-cigarette that strives to
overcome the social stigmas and cultural obstacles that come with formal
rehabilitation. However, it has difficulties including a competitive environment and
little consumer knowledge. E-Sano can solidify its position as a dependable and
successful option for people trying to kick their nicotine addiction by using

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possibilities like cultural customization and strategic alliances and managing
dangers like regulatory changes and social perception.

PESTEL analysis
Political:
Regulation and Legislation: E-Sano adheres to every regulation and law that
applies to govern the manufacturing, marketing, and sale of electronic cigarettes
and products containing nicotine. To maintain business continuity and consumer
safety, compliance with relevant laws and policies is important.
Taxes and excise duties: Changes to tax rules or the introduction of excise duties
on products associated with tobacco use may have an effect on the cost and
accessibility of E-Sano, which may in turn affect consumer behavior and market
demand.
Political uncertainty in the country as we are seeing these days can also negatively
affect our product.
Economic:
Economic Factors: The target market's overall economic situation which currently
is not great, and the level of disposable income can have an impact on the price and
purchasing power of E-Sano. Consumer purchasing habits and the demand for
smoking cessation products may be affected by the economic downturns which we
are currently facing.
Cost of Production: Changes in the price of raw materials, production techniques,
and supply chain management may have an impact on our production costs and
pricing strategy, which will have a direct impact on its profitability and capacity to
compete in the market.
Social:
Health Awareness and Cultural Perceptions: Opportunities for E-Sano may arise as
people become more aware of the health consequences of smoking and choose
better lifestyles. Furthermore, customer acceptability and adoption of our product
as a practical substitute for conventional smoking cessation techniques may be
influenced by cultural attitudes and societal conventions around smoking and
addiction.
Social Acceptance and Stigma: our product’s acceptance and use may be impacted
by societal perceptions of electronic cigarettes and nicotine addiction. Reducing

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the stigma associated with addiction and raising awareness about the benefits of
harm-reduction strategies are essential for success.
Technological:
Technological developments: Ongoing developments in e-cigarette technology,
such as battery life, safety features, and product innovation, might affect our
market competitiveness and appeal. Keeping up with technology changes and
investing in research and development are critical for being at the forefront of
product innovation.
Digital Marketing and E-commerce: The expansion of digital marketing channels
and e-commerce platforms gives us the opportunity to reach a larger audience and
efficiently promote our product. Using technology to improve customer
experience, online sales, and brand awareness is critical to E-Sano's success.
Environmental:
Environmental Impact: Because E-Sano is an electronic cigarette, we shall follow
environmentally sustainable practices. Ensuring correct e-cigarette component
disposal techniques, decreasing waste, and implementing eco-friendly production
processes all fit with the rising customer desire for environmentally responsible
goods.
Legal:
Intellectual Property Protection: Obtaining patents, trademarks, and copyrights for
E-Sano's distinctive features and designs is critical in order to safeguard the
company's intellectual property rights and prevent unauthorized reproduction or
infringement.
Advertising and Marketing Restrictions: It is critical to follow advertising and
marketing restrictions related to the electronic cigarette sector. It is critical for our
marketing strategy to ensure that promotional efforts adhere to regulatory
requirements and constraints.
We may examine the external environment, identify opportunities and challenges,
and make educated decisions to effectively navigate the market and achieve its
objectives by examining the many elements inside the PESTEL study.

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MORE ABOUT US:
Here we will explain more about ourselves and what we bring to the table with our
qualifications.

OUR QUALIFICATIONS:
E-Sano emphasizes the wide skill set and experience that its team members (all
MBA graduates) bring to the table. Our team and members are qualified
individuals. Some of their capabilities and qualities are given below:
Business acumen
We have solid business fundamentals, including market analysis, financial
management, and strategic planning. We have the ability to build successful
business plans for E-Sano by analyzing trends in the market, consumer behavior,
and competition. We also have proficiency in risk assessment, opportunity
identification, and decision-making to support the company's expansion and
success.

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Sales and marketing
Having most of our members who major marketing we have a strong
understanding of marketing principles, particularly in the areas of branding,
advertising, and digital marketing. So we have the Possibility of creating and
implementing marketing plans to successfully advertise E-Sano's goods and
services. Gaining knowledge of client segmentation, market research, and the
creation of specialized marketing strategies is at our priority list. So marketing is
our strong suit.
Management of operations and the supply chain:
We have knowledge of logistics, inventory management, and supply chain
management principles. What we lack is sources through with we can efficiently
carry out our plans. To manage suppliers to meet consumer demand, assure
effective distribution, and optimize production processes we have one person who
specializes in this field. We are working on proficiency in process improvement,
quality assurance, and operational planning to increase the effectiveness of E-
Sano's operations.
Financial Administration:
We have a good understanding of financial planning, budgeting, and analysis.
Ability to control spending, manage financial resources, and maintain E-Sano's
financial stability. One of our members is really good in the field of finance so
managing finances is quite easy for us. We are also working on improving our
proficiency in financial reporting, key performance indicator analysis, and
financial decision-making based on data.
Interpersonal and Communication Skills:
All the members of our team have excellent verbal and written communication
skills required for the team as well as external stakeholders to successfully share
information and ideas. To represent E-Sano and develop relationships with
partners, suppliers, and customers, you need strong presenting and negotiation
abilities and we have those abilities. As we have worked together for a long time
we have great synergy so the ability to work well in teams and interact with others,
to create an environment that is both positive and productive we have already
achieved that.
A mindset of an entrepreneur
Till now it is pretty much made obvious that all of us have an entrepreneur
mindset. So innovative thinking when coming up with fresh concepts, spotting

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commercial chances, and adjusting to the ever-changing market conditions is our
strength. The growth and success of E-Sano have been fueled by tenacity,
resiliency, and a readiness to take measured risks. So there resides a Passion in all
of us for having a good impact and improving the lives of people who are addicted
to nicotine.
Analytical and Problem-Solving Skills:
Getting to a point where we are now we have learned a lot. So we developed the
capacity for sophisticated problem analysis, root cause analysis, and creative
solution development. We also learned proficiency in data analysis, utilizing both
quantitative and qualitative techniques, to support strategy creation and decision-
making. A glimpse of that can be seen in this report. We have learned to Use
critical thinking abilities to assess choices, analyze risks, and reach wise decisions
for the benefit of E-Sano.
These qualifications, along with the business expertise and knowledge acquired
through MBA education, enable the E-Sano team members to significantly
contribute to the expansion and success of the business in addressing nicotine
addiction and offering customized solutions to those in need of assistance.

TERMS OF AGREEMENT:
These are some terms that we thought must be present in the agreement. Other
terms of agreement can be decided mutually. Also these terms are not final and can
be reviewed according to the need and requirements.
1. E-Sano's main goal is to create, produce, and market anti-addiction e-
cigarettes that help people get over their dependence on nicotine. E-Sano
aims to offer a tailored and gradual approach to quitting smoking, addressing
the needs of people who might have difficulties in obtaining assistance from
conventional rehabilitation facilities.
2. E-Sano is in charge of conducting research, developing products, and
manufacturing anti-addiction e-cigarettes while guaranteeing that all laws
and quality criteria are met. E-Sano items will be distributed via approved
retail locations, e-commerce websites, and other agreed-upon channels.
3. The Parties will work together to create a thorough marketing and branding
plan for E-Sano that focuses on the demographics and market categories that
have been identified. The brand name, logos, and trademarks belonging to
E-Sano shall be used only for promotional activities and on product
packaging.
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 4. The Parties shall agree to a financial structure that is advantageous to both
parties and sets forth investment contributions, income sharing, and profit
distribution. For financial matters to be transparent and accountable, E-Sano
must give the other Party regular financial updates.
5. All intellectual property rights relating to the product's design, technology,
and branding shall remain the property of E-Sano. The Parties agree to
respect and uphold E-Sano's intellectual property rights and abstain from
using or duplicating them without authorization.
6. Regarding any secret or sensitive information disclosed throughout the
course of the business relationship, the Parties shall uphold strict secrecy.
Without prior written approval, confidential information may not be
divulged or used for any purposes that are not expressly permitted by this
Agreement.
7. Until mutually agreed upon termination or in the event of a serious breach
by either Party, this Agreement will be in effect from its effective date. In
the case of termination, the Parties shall comply with all outstanding
obligations and resolve all disputes in a fair and reasonable manner.

Conclusion:
To summarize, this firm and this product were founded due to a tragedy, and we do
not want the same to happen to you or your loved ones. Thus we will work hard to
expand our firm so that we can actually assist people overcome their smoking
addiction, which is slowly killing them.

Group members:
1. Abdullah Virk
(01-111212-062)
2. Bakhtawar Malik
(01-11212-301)
3. Anfal Hameed
(01-111212-307)
4. Ahmed Virk
(01-111212-061)
5. Awais Ilyas
(01-111212-140)
6. Saran Shahid
(01-111212-213)
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