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1. About Us2. Director Profiles3. Director Message4. Executive Summary5. Current Marketing Situation6. Key Specification /Special Features7. Primary Competitive Advantages8. Research Needs & Trends9. Objectives & Issues10.Our Impacts11.Other Impacts12.Marketing Environment

Micro Environment Macro Environment

13.SWOT Analysis14.PORTER Analysis15.BCG Matrix16.AIOD Frame Work17.Perceptual Maps18.ANSOFF19.Vals Frame Work20.Financial Report21.Marketing Mix Strategies:

Product Price Place Physical evidence Process People Promotion

22.Contact Us

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About Us:

Ideal group of companies which have different business like textile &

detergent. The property of group is own by itself and in the detergent industry we

have 100 employees in different departmental projects. Main edge of the group is itsown production house.

Directors profile:

UFWRUPDcom an is in the rocess ofnsionin all out effortske art in ra id economic develo ment of the coun

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Executive Summary: -

Our Purpose is to make a surf for which people believe .The goal of our businessis to give reliable washing at suitable price.

Current Marketing Situation: -

Target MarketMultan

Product ReviewOur product name is SPELL (Wonders never cease)

Review of CompetitorsWith respect to market share our main competitors are:

o Surf Excelo Arielo Bonus

Review of distributionWe have our own transportation system for distribution

Key Specifications/Special Features:

o Reduces strong staino Protects colors from mixingo Phosphate-freeo Lasting and attractive fragranceo Soften fabricso Anti-bacterialo Easily dissolved even in cold water

Primary Competitive Advantages:

o "Green" Product

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o Experienced Technical Staffo Guarantee/Warrantyo Packagingo Priceo Product Features ( Shine with Lenvender oil )o

Product Performanceo Prompt Deliveryo Quality Approvalso Reputation & Service

Research , need and trends

Survey for the project of home consuming accessories

Product : Laundry detergent

Name _________ Age _______

Profession ________ Gender_______

1. What is your monthly income?a) 1000-5000 b) 5000-10000 c ) 1000 or more

2. Do you currently use any "Laundry Detergent"?a) Yes b) No

3. What form of detergent do you most commonly use?a) Liquid Detergent b) powder Detergent c) tabs

4. Which product do you use as detergent?a) surf excel b) Ariel

c) Bright total d) wheele) Bonus f) ____________

5. Why you use the specific detergent?___________________________________________________________

______________________________________________________________

6. how much percentage of your washing use culfing the cloths?

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a) 15 % or less b) 15-50 %

c )75- or more %

7. Approximately how many loads of laundry do you do per Month?a) 2-less b) 3-4

c)5 or more

8. Do u use washing machine for washing of cloths ?a) yes b) no

9. Do you use warm water for washing of cloths ?a)yes b) no

10.Assuming someone else would do your laundry for you and do it well,would you be:

a)glad b)sadc)dont know

11.How often do you purchase laundry detergent?a) Every week b) Every two weeksc) Monthly

12.Where do you normally purchase your laundry detergent?a) Department Store b) Grocery Storec) Other

13.What is the deciding factor when purchasing laundry detergent?a) Price b) Size

c) Color Enhancement

14.How much do you spend on one item of laundry detergent?a) Rs 10-15 b)Rs 15-40 c) Rs 40&up

15.Does the appearance of the packaging that the laundry detergent

comes in have anything to do with your choice of purchase?

a) yes b)no

16. Do discounts of other laundry detergents change your choice when

buying?

a) Yes, if another product is cheaper, I'd buy it b) No, I buy the same detergent each tim

17.What is important features you want in your detergent ?

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a)culf b) shine

c)smell (fragrance) d)dont harm skine) b, c & d

Any comment or suggestion :

_____________________________________________________________________________________________________________________________________________________________________________________________________________

Thank you for taking the time to complete this survey. Select Submit Survey now

to send your responses to us.

Statistical analysis:

Product preference chart;

Name of Product NO. OF PEOPLE PERCENTSurf excel 35 35 %

Ariel 15 15 %

Bright total 10 10 %

Wheel 11 11 %

Bonus 21 21 %

Other 08 08 %

----------- -----------

TOTAL 100 100%

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Income level chart;

Income

level

No.of

people

percent

1000-5000

5000-10000

10000 or

more

Total

18

47

35

------

100

18 %

47 %

35 %

---------

100 %

Combination of income with product;

NO OF PEOPLE USED

INCOME

LEVEL

Ariel Wheel Sirf Excel Bonus Bright Total other T

1000-5000

5000-10000

10000or More

TOTAL

01 05 08 ----- 03 01 1

09 04 24 04 --- 06 4

05 02 03 17 07 01 3

------ ------ ------ ----- ---- ----- --

15 11 35 21 10 08

Average selection of each detergent at income level (1000-5000):

Percentage Of Ariel = 01 /18 *100 = 5%

Percentage Of SURF EXCEL = 08 /18 *100 = 45%

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8/46= 1 *1 =2=1 *1 = T= 1 *1 = T= 1 1 *1 =P r n l i n fA i= 4 *1 == 24 4 *1= 4 4 *1 =2= 4 4 *1 =2=4 *1 = T= 4 *1 =A r l i n fA i= *1 == *1 == 2 *1 =

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percentage Of BONUS = 17 /35*100 = 47%

percentage Of BRIGHT TOTAL = 07/35*100 = 20%

percentage Of OTHERS = 01/35*100 = 2%

Line bar;

0 10 20 30 40 50

1000-5000

5000-10000

10000ormore

surf excel

ariel

bright total

wheel

bonus

other

Price analyzing chart;

Price of product No. of

people

Percent

10-15

15-40

40 or above

TOTAL

43

22

25

-------

100

43%

22%

25%

----------

100%

Analyzing of cuffing in clothes;

CULFING NO.OF PEOPLE USED

PERCENT

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15%ORLESS

15-50%

75% Or More

TOTAL

67 67%

22 22%

11 11%

------ -------100 100%

Preference in the products feature;

People

Preference

NO.OF PEOPLE PERCENT

CULF

SHINE

SMELL

Dont Harm

Skin

All

TOTAL

04 4%100 32%

100 14%100 22%

26 26%---------- -----------

100 100%

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PIE CHART;

4%

33%

14%22%

27%

CULFSHINE

SMELL

DONT HARM SKIN

ALL

conclusion;

After conducting the survey we are now at a conclusion that; the market which we target the need of customers is such a

detergent which include shine and which dont harm skin andwhich is also available at low price.

So with respect to our customer need we are now in a position todevelop such a detergent which fulfill our customer demand.

All other specification is given below.

Research needs:After a successful survey, preferences shown by the people about laundry detergent are

as follows More shine Low price Good quality we set our product specification according to customer needs

Trends:We choose the powder detergent because it is trendy and have more demand in our

selected market segment as compared to the liquid detergent, washing soap etc

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Objectives & Issues: -

ObjectivesOur objectives are to get 10% market share. By providing a unique

product at low price. Our challenge is to raise our brands status and activelyexpand our operations.

Company Perspectives1. PurposeOur purpose in Ideal is to meet the everyday needs of people--

everywhere--to anticipate the aspirations of our consumers and customers and to

respond creatively and competitively with branded products and services whichraise the quality of life.

2.Deep roots in culture

Our deep roots in local cultures and markets around the world are our unparalleled

inheritance and the foundation for our future growth. We will bring our wealth ofknowledge and international expertise to the service of local consumers--a truly multi-

local multinational.

Our long term success requires a total commitment to exceptional standards of

performance and productivity, to working together effectively and to a willingness to

embrace new ideas and learn continuously.

We believe that to succeed requires the highest standards of corporate behavior

towards our employees, consumers and the societies and world in which we live.

Our impacts

Our business and brands have impacts at every stage of their life-cycle: from sourcingraw materials for our products, all the way through to when our consumers use and

dispose of them.

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Understanding consumer needs

We seek to meet the everyday needs for Washing and personal care of consumers around

the world, helping them feel good, look good and get more out of life.

The social, economic and environmental issues we seek to address:

Making quality products that are safe to use Making products affordable and accessible to consumers (through multiple price

points)

Understanding the environmental constraints within which consumers use ourproducts, such as water scarcity.

Innovation, R&D

Through our investment in research and development, we aim to meet diverse and

changing consumer needs in all our markets.

The social, economic and environmental issues we seek to address:

Maximizing the quality of our products Minimizing the adverse environmental impacts of our products Working collaboratively and sharing knowledge with partners around the world,

including universities.

Suppliers

Through our purchase of goods and services, we create wealth and seek to encourage

sustainability practices throughout our supply chain. As part of this, our long-term goal is

to source all our key raw materials from sustainable sources.

The social, economic and environmental issues we seek to address:

Ensuring fair working conditions in the supply chain and respect for human rights Ensuring suppliers meet minimum standards on health, safety and environmental

protection

Fostering good sustainability practices in the sourcing of raw materials.Marketing, consumption & disposal

We communicate responsibly with our consumers through our advertising and marketing.

We seek to minimize the impacts of our products during and after consumer use.

The social, economic and environmental issues we seek to address:

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Taking a responsible approach to marketing and advertising Helping consumers make healthier choices in their Washing Working to ensure consumer confidence in chemicals used in home and personal

care products

Helping consumers to minimize their environmental impacts, eg by using lesswater for laundry, and to dispose of our products responsibly.

Distribution & retail

Our aim is to be the supplier of choice for our customers and to ensure that consumers

have ready access to our products through different distribution channels.

The social, economic and environmental Strategies we seek to address:

Working in partnership with retailers and distributors to educate and informconsumers on health and sustainability issues

Reducing energy consumption and greenhouse gas emissions resulting fromdistribution of our products

Ensuring accessibility of our products, especially for low-income consumers Using and promoting environmentally friendly technology.

Production/manufacturing

We seek to manage the impacts of our operations on society and the environment.

The social, economic and environmental strategies we seek to address:

Ensuring the health and safety of employees at work Respecting employees' fundamental rights and encouraging personal development Investing in local communities and contributing to local economic development Maximizing the eco-efficiency of manufacturing sites by reducing impacts such

as waste, water, energy use and greenhouse gas emissions.

Marketing Strategy: -

We are using marketing concept instead of selling concept because we are new inthis market we still have no share so we

Start with multan market Focus on consumer need as by giving quality shine at suit able price By combining different market places in multan Then get profits through customer satisfaction

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Other strategies :

Creating strong networks

This is our main strategy in which we create strong networks

within the companies depts and also with the suppliers and distributors. we

are using different types of media for these networks

Telephone /mobiles Fax Internet By courier

Creating Strong Product Displays

At the same time, we will use a sales support system to win even greater

trust from the major chains that we do business with, by refining our ability topropose marketing plans and shelving allocation plans tailored to individual retail

chains.

Secure potential for growth

new

.

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Marketing environment:

Micro environment:

Consumers Employees Suppliers Competitors

Customers

We survive on the basis of meeting the needs, wants and providing benefits for ourcustomers. Failure to do so will result in a failed business strategy

Our customer lie in a target market consists of middle class and lower middle class

persons.

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Employees:

Employing the correct staff and keeping these staff motivated is an essential part of the

strategic planning process of our organization.

Suppliers

Increase in raw material prices will have a knock on affect on the marketing mix

strategy. Closer supplier relationships is one way of ensuring competitive and qualityproducts for an organization

Competitors:

What benefit can the organization offer which is better then their competitors? our lowprice and good quality is our competitive advantage. Our rivals are,

Surf excel Arial Wheel Bonus

Macro environment Political factors Socio-cultural factors Technological factors Economic factors

Political factorsPolitical factors that effect our industry are:

Risk of military invasion Trade regulations and tariffs anti-trust laws Pricing regulations Tax rates and incentives Industrial safety regulation

Socio-cultural factorsThe factors influenced our industry are: Demographics Class structure Education Culture Attitude

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Economical factorsThe factors influenced our industry are:

Efficiency of labor market Unemployment rate Inflation rate

Interests rate Growth rate of economy Skill level of workforceInternal environment Money Men Machinery Material Minutes

SWOT Analysis

Internal factors:

Strengths:

Strengths of spell are as follows: Its price is very low as compared to the surf excel, bonus, wheel , Ariel etc It contain the extra shine chemical that is only used in some foreign detergents Its quality is superb as the surf excel, ariel are.These advantages made us stand for our competitors

Weakness

Weaknesses of spell are as follows:

Low brand popularity Low market growth

External factors:

Opportunities:

We look externally for areas where our competitors are not fully covering, then goa step further and think

How to match these to our internal strengths.

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Due to sudden change in our economy, where the prices for the products raises.our product cover the market including the lower middle class, which cant afford

the surf excel or Ariel etc

Threats:

By looking both inside and outside of our company for things that could damage our

business, the threats are as follows: Competitors become more stronger as they cover our target market

Porter model

The threat of new entrants :

The threat of new entry is quite high:

If anyone looks as if were making a sustained profit, new competitors can come intothe market easily, reducing our profits. We have a great threat of entrance, the threat is

that if our competitors make a group, the function of which is to lower the price to create

hurdles in our success. Then its difficult for us to capture our target market.

The threat of established rivals

The second one is the threat of competitive rivals, that is extremely high in the market

because a larger number of competitors of spell are exist in the market thats are;

surf excel

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arial wheel bonus

if someone raises the prices, they will be quickly undercut. So, intense competition

puts strong downward pressure on the prices.

The threat of substitute products :

As concern to us ,a threat of substitutes exists when a product's demand is affected by

the price change of a substitute product. A product'sprice elasticityof demand is affected

by substitute products - as more substitutes become available, the demand becomes more

elastic since customers have more alternatives. some are Soap Liquid detergent Washing noodles

From our above substitutes we may have obvious threat because if our products prices

goes high more then substitutes prices then our customers will move towards them and

its a great draw back to sustain in the market.

The bargaining power of Buyers

The bargaining power of Buyers

The bargaining power of buyers are high if there is more no. of suppliersand less no. of buyers present in the market. this become the case in our

scenario because there are no. of suppliers in the market and there are few

buyers to which every supplier targeted. so bargaining power of buyers are

high.

Bargaining power of Suppliers :

A producing industry requires raw materials - labor, components, and other supplies. This

requirement leads to buyer-supplier relationships between the industry and the firms that

provide it the raw materials used to create products. In our case , Suppliers are powerful,

can exert an influence on our industry, such as selling raw materials at a high price tocapture some of the industry's profits. e.g. charge excessively high prices for unique

resources.

http://www.quickmba.com/econ/micro/elas/ped.shtmlhttp://www.quickmba.com/econ/micro/elas/ped.shtmlhttp://www.quickmba.com/econ/micro/elas/ped.shtmlhttp://www.quickmba.com/econ/micro/elas/ped.shtml

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Ariel:

Attributes Assignedweights

Weighted index Market share

PriceShine

Packing

Fragrance

Quality

24

3

3

4

.25

.20

.25

.15

.15

.50

.80

.75

.45

.60

=3.1

=3.1/4.2=.73%

Spell:

Attributes Assigned

weights

Weighted index Market share

Price

Shine

Packing

FragranceQuality

5

4

2

23

.25

.20

.25

.15

.15

1.25

.80

.50

.50

.45

=3.45=3.45/4.2

=.82%

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BCG Matrix:

1 0.5 0

Spell lies in the cash cow section because Cash cows are cash generators and require aninvest or hold strategy while maximizing cash flow.

AIOD framework:Activities:

Our product spell covered the routine life activities of the human life. itincludes in the daily life accessories

Interest:People want to use the detergents which do not harm their skin, remove the stains

of grease, corrosion, and oil. Make shine to their clothes. Have a delighted fragrance.

Opinions:We made the survey about the opinions of the customers, and then customized

our product according to the customer needs and wants.

SURF

EXCEL

Bonus

SPELL

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Demographic:Our target market is firstly limited up to Multan..

Perceptual map

Detergents: Surf excel Bonus Ariel spell

Attributes: (1-6)

Attributes Surf excel Ariel Bonus spell

PriceShine

Fragrance

Packaging

56

5

5

55

4

5

45

2

3

35

3

3

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ANSOFF :

EXISTING PRODUCT NEW PRODUCT

EXISTING

MARKET

NEW MARKET

Our product(SPELL)exist in market expansion strategy. our product is new but

market is existing market i.e Multan. Our products specialty is it enhances the shine ascompare to other products.

TYPES OF CONSUMER BUYING BEHAVIOUR:

HIGH INVOLVEMENT LOW INVOLVEMENT

SIGNIFICANT

DIFFERENCES

AMONG BRANDS

FEW DIFFERENCES

AMONG BRANDS

Our product(SPELL)exists in habitual buying behavior. Because

consumer dont bear more cost and think low.

MARKETPENETRATION

PRODUCT EXPENSION

(SPELL)

MARKET EXPENSION DIVERSIFICATION

COMPLEX IMPULSE

LIMITED HABITUAL

SPELL

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Income statement:

Spell pvt.ltd.company multan

For the month of March, 2008

Income statement

Description Amount

Net Revenue 3550000

(-) package cost 2736000

Gross Profit 814000

Expenses 80000Salaries:

Director administration (LAST MONTH) 25000

Director Accounts & finance 25000

Director manufacturer 25000

Director purchase & marketing 25000

Computer operator(6000*2) 12000

Customer service 6000

Sweeper 4000*2 8000

Sale Persons 5000*20 100000

Net profit before tax 508000

Tax rate 15%

Net Profit 431800

Revenue:

Package 1 (8*50000) = 400000

Package 2 (15*60000) = 900000

Package 3 (25*90000) = 2250000

Total 3550000

Package cost incurred:

Package 1 279000

Package 2 702000

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Package 3 1755000

Total 2736000

Balance sheet of the company:

Balance sheet

For the month of March, 2008

CR DR

Particular Amount Particular Amount

Capital 1,000,0000 Assets:

General reserve 100,0000 Fixed Assets:

Liabilities Building 2500,000Account payable 10,00,000 Transportation 500,000

Taxation 136800 Machine 200,0000

Office Equipment 210,0000

profit 442170 Current:

Inventory 22,78,000

Account receivable 5,00,970

Cash 200,0000

investment 700,000

Total 1,25,78,970 Total 1,25,78,970

Break even point analysis

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Marketing mix strategies

1. PRODUCT

With respect to us we have a product named spell. It is a detergent for effectivewashing of clothes.

Level of product & services:

Core benefit:The basic purpose of our product is washing the cloths.

Actual product: Brand name

Ideal

PackagingPackaging specification:1. 75g2. 150g3. 250g

Features1. Low price2. Shine with lavender oil

Augmented level:

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We provide an additional service of toll free number for customers to

attain any information which they required.

Product & service classification:

Consumer product:In the category of consumer product our product lie in convenience product

Because of following reasons:

Low price Customer required low thinking or planning.

Industrial product:In industrial product category our product lies in supplies & services because

some of the dry cleaning & other cloth washing shops use our product as their business.

Product & service decisions:

Individual product & services decisions: Attributes:

Product quality:We make different tests for our quality classification. after getting

the tests we reached at following results: Dont harm skin. Environmental friendly. Clouse protection

Product features: Low price Shine with lavender oil Attracting packaging

Product style & design:Style: our product has a beautiful style we use colorful packaging.

Design: it is simple to use.

Branding:Name (ideal)

Packaging: Our detergent is packed in primary container. For shipping purpose we use 50 packs container.

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Labeling:For the identification of our product we are answering for the following questions:

Who made it ? (ideal)

Where it is made?Manufacturing unit is in MULTAN.

Contents: Soda Lavender oil Niel Boren

How it is used?1. Add 1 spoon to water for one suit.2. Mix the detergent in water.3. Soak the dress in the water4. Leave it for 15 minutes.5. Wash it with cold water.

Then afterwards seer our spell

Graphics:We have a beautiful graphics of our product.

Product line:Still we have only one product but as we are taking profits than we stretch our product

line by adding some more products line Neil.

Brand development: Strategies:

Still we dont have any strategy but as we introduce new product than we lie in thequadrant of brand extension.

2. PRICE

Amount of money charged for a product OR sums of the values that consumers

exchange for the benefits of having or using the product and services

Factors affecting pricing decision:

Internal External

Internal factors affecting pricing decision:

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The pricing decision can be affected by factors that are

controlled by the marketing organization. These factors include:

Marketing Objectives:

The four main marketing objectives affecting priceinclude:

Survival (return on investment) Current profit maximization (cash flows) Market share leadership (market share Product quality leadership (maximize profit)

Marketing objectives of spell:

Current profit maximization:

Spell is new product, so the organizational objectives allow a new product to simply meet

its expenses while efforts are made to establish the product in the market.We set prices at a level that will insure that sales revenue will at least cover product

production and marketing costs.

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(Raw Material)

(All the amounts are in Rupees)

Soda 2000kg 30000

Black Oil (eucaluptus oil) 300Lts 20000

White Oil (lavender oil) 500Lts 50000

Caustic (NAOH) 50kg 1000

Calcium Carbide (CaC2) 1kg 500

Chlorine 10 liter 1500

Borax 10kg 5000

Total108000

Initial ExpensesLiterature Survey 20000

Recruitment / Training 40000

(Four Employee) Advance

Salary

40000

Total= 100000

AssetsBuilding 2500000

Packing Machine 100000

2nd

hand Van 500000

Total=3100000

Running ExpensesUtility Expenses 30000

Petty Cash (Monthly) 6000

P.O.L 20000

Web Site 5000

Promotions & Ads 60000

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Total= 121000

Total Capital =100,000,00

Total = 3321000

Remaining Capital = 6679000

Per unit Cost:

Total cost 224000

Total Weight 2871

Per kg cost 224000/2871 = 78 / KG

Per gram cost 78 / 1000 = 0.078

Specification 75 g pack 150 g pack 250 g packCost / pack 5.58 11.7 19.5

Sale tax 0.87 1.75 2.9

Total with tax 6.7 13.45 22.43Whole seller &

retailer margin

0.5 0.65 1.07

Profit / pack 0.8 0.9 1.5

Total market

price8 15 25

Organizational consideration:

Pricing decision is taken by the management.

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External Market Factors

The pricing decision can be affected by factors that are not directly controlled by the

marketing organization. These factors include

Market and demand:

Four type of markets:

Pure competition Monopolistic competition Oligopolistic competition Pure monopoly

Spell market and demand:

Spell comes under monopolistic competition,because there are many buyers and sellers who trade over a range of prices rather than a

single market price. In this segment there is lot of competitors so we set different offers

of price for the customer.

Elasticity of Demand

Elasticity deals with three types of demand scenarios: Elastic Demand Inelastic Demand Unitary Demand

Spell market elasticity:

Spell is considered to exist in a market that exhibitselastic demand when a certain percentage change in price results in a larger and oppositepercentage change in demand. For example, if the price of a product increases

(decreases) by 10%, the demand for the product is likely to decline (rise) by greater than

10%.

Customer Expectations:Before setting our price we conduct customer research to determine what price pointsare acceptable. Pricing beyond these price points could discourage customers from

purchasing.

Competitive and Related Products

Competitors of spell are

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Surf Excel Ariel Bonus

We set our price keeping in view of the pricing strategy of our competitors.

Government Regulation

Price regulations can come from any level of government and varywidely in their requirements. For instance, in some industries,government regulation may set price (how high price may be set)while in other industries there may be price (how low price may beset). Additional areas of potential regulation include: deceptivepricing, price discrimination, predatory pricing and price fixing.

Strategies:

PENETRATION STRATEGY:

SPELL is the laundry detergent having high quality and low price, so penetration pricingstrategy is followed.

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3.Distribution/Place:

Market Channels:

Deciding best channel is not a problem, problem is to combinegood intermediaries. As we have good intermediaries and we branch out from them. As

we start our product in a small target market we have wholesaler and retailers .

MAJOR DISTRIBUTION CHANNELS:

Producer consumer:

We have a scheme to move our product carrier in different areas

of multan for sale and advertising our product

ProducerRetailer Consumer:

We have different retailers in different areas of Multan.which distribute our product to the final consumer.

Producer Wholesaler Retailer Consumer:

We have wholesaler in following areas of Multan.For main city at gurhmandi

For cannt at Daira Adda

For Mumtas Abad at vehari roadFor chok Shah Abbas ay Galla mandi

For New Multan at chok Kumharan

For Gulgusht at Bosan road

For Lodhi colony at MDA

Producer Agent Retailer Consumer:

We start to make agents which basically the sale force which market our product to

retailer and wholesaler

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CHANNEL DESIGN DECISION

Analyzing consumer need:Our consumer want the product near their location so wedesign our market channel as basically retailer which place the product near the consumer

location.

Channel objects:Object is to lower the distribution cost.

Our objective is influenced by

Nature of company:Basically we start a company with a partnership and its a privatecompany .

TYPES OF INTERMEDIARIES:

Company sale force:We have a good strength of sale agents

Marketing intermediaries:We lie in the INTENSIVE distribution means we want to stock our product as many

outlets as possible.

Responsibility of channel intermediaries:

As we have different channel members as retailer and wholesaler. We give them benefits such as for wholesaler we give big margin as compare

to retailers.

SPELL provides to wholesaler and retailers Responsive delivery Gifts such as clocks and calendar Promotional support

IN return they give: Greater sales

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Customer satisfaction Increasing company goodwillEVALUATING ALTERNATIVES:

Economies:We compare cost to sale, profit and expense

Control:We give specific area control to wholesaler for distribution

to retailer and our other wholesaler dont interfere in that area.

RETAILERS:

DEPARTMENTAL STORES:We stock our product to Departmental .stores like

Sultan sons

RangeFood festival

SUPER MARKETS:We stock at CSD at cannt.

CONVINENCE STORE:Like Mudassir general store, ideal store, trend.

SUPER STORES:Prince, Hassan arcade, MOHAMMAD arcade

4. Physical evidence

For our product we have different types of physical evidences which are given below,

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BUILDING

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5. PROCESS

We have different intermediaries through which we can manage to deliver our product to

the final customer that are

Producer consumer ProducerRetailer Consumer Producer Wholesaler Retailer Consumer Producer Agent Retailer Consumer

6. People

As we are doing marketing strategy for customer retain we are also using human resourcetechniques for employees retention. For this we give them some allowances and benefits

so that they can feel secure and work with full devotion.

7. Promotion

Market channels Advertisement Sale person Personal selling and direct marketing Public relation

Before discussing these first of all we have to decide the total budget of the promotion.

Setting the total promotion budget:

There are few methods for promotion budget

For spell we are using Affordable method because we set thatbudgeting level which we can afford.

Other methods are,

Percentage of sale method

Competitive parity methodObjective and task method

Promotion mix strategies:

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There are basically two strategies

Push Pull

We are using push strategy because we are using the sale force and trade promotion topush the product through channels.

Market channels :

1. AdvertisementTypes use by spell

Print mediaIt include logo, packing, broachers.

Our logo

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Packaging

Radio ads2. Sale promotion

There are different tools which we are using in our sale promotion.

Sample:We are giving about 1000 free samples in our target market. which cost

us 6500 govt tax included.

Cash refund offer:

If there is any distortion in the cloths due to our product than werefund the cash.

Context:As we are moving in different areas where we sell the product to

the customers and also give them a coupon which is used in the lucky

draw by which we are giving gifts to the customers.

3. Public relation:For long lasting relations with the customers we are using different toolsas,

News Speeches Special events (Ramadan) Website

4. Personal selling :The role of selling person;

Order taker

We have such a sale force which take the order from different ways,e.g by going to retailers, whole sellers and agents.

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Product delivery sale person

We have 10 sale delivery person who just make the delivery to

different channels.

Missionary sellingWe use some of our sale force as to in crease the good will of our

company, which go for customer education at there destination.

Sale force management:

Steps in sale force management:

1. Sale force structureAs our company selling a single product, we are using territorial sale of

structure.

Outside sale force

We use our sale force to promote our product in the surrounding of

multan as in duniapur, jahania etc etc.

2. Recruiting and selecting sale peopleWe have a recruitment process in which we first collect applications and

then take a interview about their selling experience according to our

requirements.

3. Training sale person:After appointment we trained them by telling the history and objective ofcompanies product and target market. and also give information about the

users, competitors, field procedures and there responsibilities.

4. Compensating sale person;We compensate them by giving a fixed amount of 5000 per month along

with some fringe benefits and allowances like medical pension and life

insurance.

5. Supervising sale people:We supervise our sale force by helping them in identifying their target ofselling. if they complete their target before the projected time then they

will be provided with extra benefits,

We motivate them by,

Praising their work Listing there complaints Solving their problems.

6. Evaluating sale people:

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We evaluate our sale people by quantitative evaluation, which include the

sale report and the expense report which they submit to the company

office.

Contact us:

Ab-123xxx Vehari Road Multan 60000 Pakistan.

Telephones:

0345-7224662

0333-6184488

0333-6289724

Website:

www.ideal.com/spell.