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Team Old Spice!


Team Leader: Maham Aftab

Members:
Ahmed Bilal
Fazal-e-Khaliq
Wajiha Arshad
Zainab Ihsan

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Why launch in Pakistan?
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ÊOld spice is the epitome of masculinity. He is a
well built man at the prime of his 20¶s. His sense
of humor is serene and unmatchable and as a role
model he creates an aura that leaves every one
gaping in awe. He takes extra pride in the way he
looks and smells and is able to create an inspiring
sensation around himself´

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^ Because a lot of men here STINK!!!!! (have mercy on us
for God¶s sake!)
^ Large potential market growth
^ Increasing urbanization
^ Increasing job markets
^ Working young men want grooming products to keep
their image

 
     
[ mn urban male
composition
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 0 to 100
100 to 500
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500 to 1000
1000 to 2500
2 > 2500
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^ ÿarried out through successful campaigning
^ Using the correct strategies to reach that point
^ See what the Old Spice responses are in the graph?
^ ÿoncept of tag line used in all ATL and BTL activities




TV

Radio DIGITAL

Shake the
can; wake
SPONSOR the man
SHIPS PRINT

Direct to ÿelebrity
consumer Endorseme
activity nt

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Medium of communication
TV

Radio DIGITAL

Shake the
can; wake
SPONSOR the man
PRINT
SHIPS

Direct to ÿelebrity
consumer Endorseme
activity nt
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TV

Radio DIGITAL

Shake the
can; wake
SPONSOR the man
SHIPS PRINT

Direct to ÿelebrity
consumer Endorseme
activity nt

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^ Makes campaign more holistic
^ Not primary medium
^ ÿost ± Rs. 2mn
^ ÿhannels: , 1, 100, 101

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Shake the can
Wake the man

   

    
   

TV

Radio DIGITAL

Shake the
can; wake
the man
SPONSO PRINT
RSHIPS

Direct to
ÿelebrity
consumer
Endorsement
activity

§ 

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^ Print ad shown ± used months after launch
^ Assam-ul-Haq
^ Has gained popularity
^ Popular among target market

 


 




^ Reach where receptive (colleges, universities etc.)


^ Sports events
^ Sponsoring events like concerts
^ Distribute samples (range, tagline, price)
^ ÿost ± 5 of budget, Rs. mn

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TV

Radio DIGITAL

Shake the
can; wake
SPONSOR the man
PRINT
SHIPS

Direct to ÿelebrity
consumer Endorseme
activity nt

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^ We will replicate global idea!
^ Advertize on social networks, youtube etc
^ ÿost ± 5 of budget, Rs. mn
^ Low budget due to lower outreach in Pakistan



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Supply chain


 
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^ Not every store is sophisticated enough to manage their
own inventory
^ Fewer shortages of stocks
^ Increased profitability.

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^ Sold where cities
marked red

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^ Sell on every shelf that the consumer
may lay their hands on!!!



^ Educate consumer about body odor

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^ Top end retail stores
^ ÿan shape rack
^ Placing near counter where every customer can see

^ Walk in stores and cosmetic stores


^ Primary shelf locations
^ 2 variants, rows placed near each other, in the middle
row

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^ A path directed by arrows from main door to product will
be shown on the roof of stores.
Êfrom guy to man´ Êshortest path to be a man´

^ ÿompetitive pricing strategy


^ Using competitors retail prices as a bench mark for our own
pricing.
^ ÊExclusive price of 25´ will be written on shelves.

^ Bundling price strategy in first three months of launch


^ Buy two different variants and get the third one free





Our primary goal will be to attract the customers. It won¶t
only inform the customer but also provoke feeling and
communicate emotions.

  

 

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Volume (ÿases) 0,]00 1 ], 202,]00 21,]5[ ]0 ,0 1,10,22

Net Price (Per ÿase PKR) 1, 0 1,50[ 1,5 2 1,[[1 1,]] 0

Sales Revenue (PKR) [,]12, 00 20,150,5] 11,5, 2 1, 15,] 1,[ [


20 ,20, 20 ] ],0[,]0
ÿost of Goods Sold ],2 [,01 2]5,[,] 5],05 ,] 1, 5, 0, ][
15[,0[ , 5 2,0[ ,00
Gross Margin (PKR) 22,1[, 1 ],1 1,21 1[],52[, 5 ]20,00, ]0
],20[,][1 111,, 2
Marketing Expenses 1[0,000,000 2,015,05 1,15,  1,0[, 
20, 2,0 2 ] ,]0[,]

Organization ÿosts 2],000,000 2,000,000 0,000,000 1 5,000,000


25,500,000 2 ,500,000

Profit (PKR) (1[1, 2 ,21) 15,1[[,15 [ , [ ,]0 (][, 1[,0])


1, ,]2 5,0 ,1
ÿorporate Taxation - - 22,1 ,] ],][1,5]1
- 12,2 2,5
Profit after Taxation (1[1, 2 ,21) 15,1[[,15 ]1,1 ,][5 ( 1,2,50)
1, ,]2 22, 10,5]0
Breakeven

Brand Breakeven ear 1 ear 2 ear ear ] ear 5

Fixed ÿosts 1 [,]00,000 0,5]2,50 ],] , 00 ]0,52],[ ],[ 0,

Variable ÿosts 1, [,01 11, ] ,1]1 20,0 5,5 ]0 ,]50,00 [00,5 0,[[
ÿontribution
25 1[ 1[ 1[ 1[
Margin
Breakeven Sales
 1,2 2,10 1],] [,552 22 ,2[],20 25,]1,  05,52 ,] ]
PKR
Breakeven Sales
5 ,]1 12,10 1]1,1] 15[,1[ 15,1
ÿases


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SALES SUPPL ÿHAIN


trade promotions, below the line
activities Well linked distribution channel