Marketing plan (simple example) Essay

1.0 EXECUTIVE SUMMARYThis merchandising plan consists of the whole cooking for launching our freshly intersection which is Safi For custody. Safi For Men concern of the men consumers who rattling veneration closely their appearance or well known as metrosexual guys. In this grocerying plan, we provide the information included the company description, strategic focus and plan, SWOT analysis, industry analysis, competitor analysis, consumer analysis, convergence- food market focus, merchandising program as well as marketing budget planning. In the end of this marketing plan, we provide a few pictures of our new products as the appendices.2.0 COMPANY descriptionSafi was founded in 2011 started to lead the halal discoloration which consists of a unique and state commodious range of come up kick, ain c ar and toiletry products unquestionable exclusively to becoming the needs of modern Muslim women and men. Made with the finest natural ingredients that business sector up to Syarak requirements and certify HALAL by a stringent independent body JABATAN KEMAJUAN ISLAM MALAYSIA (JAKIM), SAFI is firmly steeped in Muslims traditions with products that atomic number 18 alcohol and gluten- free.Safi is make in ISO and Good Manufacturing charge (GMP) certified production facilities. Safi endeavours to provide the best quality products to meet the development needs of our consumers. To ensure product quality, consistency and flexibility of supply, Safi are manufactured blow% in factories located in Malaysia. All Safis products conform to international standards, including Federal Drug Authority (FDA), European Economic company (EEC)/COLIPA, the British Pharmacopoeia (BP), Cosmetics, Toiletries & Fragrance Association (CTFA).Safi had succeeded in marketing their products include disrobe care and person-to-person care such as toothpaste and olfactory property. The latest nonpareil is Safi Shayla which localizeed to female consumer who are wearing scarves.3.0 STRATEGIC FOCUS AND PLAN3.1 delegacyA leading disfigurement of Wipro Unza (Malaysia) Sdn. Bhd.No. 1 halal defect in MalaysiaSpecific focus on the Malay/Muslim consumers3.2 GOALS pine TermTo be the leading halal flake off care product in MalaysiaTo be the best halal fell care productTo further penetrate halal scrape up care product some(prenominal) in local and global nameShort TermTo inflect and enhance firebrand identity as well as brand awareness to hit brand loyalty among customers To utilize every mathematical medium of mass media in advertising activities to reach awide range of reference To exceed sales expectation and sustain a greater maturation yearly3.3 CORE COMPETENCY AND SUSTAINABLE COMPETITIVE ADVANTAGEThe outline for Safi is appeal to a target group who are looking for Halal personalcare products, and give them the best their m wizy can acquire in name of an over all told brand experience. Safi also is the market leader in Halal perso nal care market whos targeting of Malay/Muslim consumer. Therefore, it depends to Safi to delimitate the benchmark of innovation and market expansion.4.0 SITUATION analytic thinking4.1 SWOT ANALYSISSTRENGTHThe first halal fur product in Malaysia100% natural ingredientsAffordableWEAKNESSESSmall capital compared to the competitorsLess consumer awareness and consumer credence towards other products such as personal care (shampoo, deodorant and toothpaste)OPPORTUNITIES appear market in Halal cosmeticsHigh growth market peach concern lifestyleTHREATSA lot of competitors who offered almost the very(prenominal) bit for each product The competitors price which is too game compare to Safis products which lead to perceived quality and product proportion4.2 INDUSTRY ANALYSIS TRENDS IN SKIN consider AND PERSONAL CARE PRODUCTS IN MALE MARKETAccording to Barker (2013), the worldwide skin care market grew from $1577.8 million in 2007 to 2737.4 million in 2012. The market is being driven by consumers in the Asia-Pacific region, which accounted as much as $1623. 1 million in 2012. Overall the industry has more than reprize in size since 2007. This gives the opportunity to Safi in to enter the mens market. Tyrimou (2014) report that the temperateness care collection has an average growth of 15% over past fin years.This entrust give opportunities to Safi in producing products for sun care since the average growth is quite high for the past five years. According to Sarah (2009), the vitamins in camels milk is higher compare to rear milks. In contrast, goats milk contains higher calcium in its component. Therefore, Safi take this opportunity to enter the market by producing skin care for male consumers by offering the camels milk based skin care products.4.3 COMPETITORS IN THE INDUSTRY4.3.1 GarnierGarnier is a mass market cosmetics brand of LOral that produces sensory hair care and skin care products. The company started as Laboratoires Garnier in 1904, and was a cquired by LOral in the 1970s. Current product lines include Fructis shampoos and conditioners, and Nutrisse hair colour. Garnier is interchange in numerous countries worldwide, with specific product lines targeted for distinguishable skin types and cultures. In 2011, Garnier partnered with TerraCycle to win up-cycling of product containers and the introduction of biodegradable products. food market Share 26% capability Wide range of product brandProduct Range UltraLift Pro, Retinol, excellent Active, Vital Restore and others cost RM6.00 RM20.00Unit of sales Per bottlesPositioning Garnier offers a wide range of product for skin care customers Advertising pass Television commercials and promotions4.3.2 Clean & ClearClean & Clear is a line of dermatology products owned by Johnson & Johnson. The brand was originally developed by Revlon as a line of sensitive skin personal care items in 1957. The Clean & Clear name was based on products that contained no fragrance or dyes, and l eft no resi referable after rinsing. In 1991, Revlon sold Clean & Clear to Johnson & Johnson. Their primary focus is on skincare for one-year-old women, but has extended their range to include products treating a wider range of conditions, belatedly launching a line of products SOFT focused on nervus nervus facialisis nerve moisturizing. Clean & Clear is currently available in 46 countries. Market Share 8% power Wide range of product brandProduct Range Deep Action, Active Clear, Clear Fairness and others Price RM6.00 RM20.00Unit of sales Per bottlesPositioning Clean & Clear offers a wide range of product, especially for young adults Advertising charge Television commercials and promotions4.3.3 LOrealThe LOreal Group is the worlds largest cosmetics and beauty company. With its registered office in Paris and head office in the Paris suburb of Clichy, Hauts-de-Seine,France, it has developed activities in the field of cosmetics. Concentrating on hair colour, skin care, sun protec tion, make-up, perfumes and hair care,the company is active in the dermatological, tissue engineering and pharmaceutical field and is the top nanotechnology patent-holder in the United States. Market Share 19%Strength Wide range of product brandProduct Range LOreal Paris, LOreal Luxe and othersPrice RM6.00 RM20.00Unit of sales Per bottlesPositioning LOreal offers a wide range of product for female consumers Advertising Campaign Television commercials and promotions4.4 CUSTOMER ANALYSISAccording to Bryant (2013), more men are participating in a skin care regime. A new report on the male grooming sector from Mintel reveals that some 58% of men aged 18-24 and 63% of those 25-34 report that they use a facial moisturizing product. This is in stark contrast to the 32% of those aged 55-64 and 29% of men over 65 from other age demographics claiming to do the same thing. When it comes to personal care products, men are nothing if theyre not loyal. more than half of all men (52%) say they tend to stick to the same brands of toiletries and grooming products. In addition, 34% of men like to smell their personal care products before buying them and 20% favour 2-in-1 products to save time. Multi unravelality and make of high efficacy should be key, as these would tend to be the main(prenominal) characteristics that men expect from a product (Euromonitor, 2012).In another flying field shows that, in terms of product offerings, many companies are moving beyond basic skin care and shaving with products segmented by skin type, such as sensitive skin, anti-acne and anti aging (Kanlian, 2006).Euromonitor (2012) report that one common factor that defines category dynamics, however, is the fact that men, either urged by employ instability or greater media impetus or another, are conclusion the activity of looking after their appearance and adopting a beauty turn of events ever more appealing. This has coincided with the release of numerous new products at different price p oints, from male-targeted shampoos, to mens specific eye treatments and even defacement Balm creams and concealers, inspired from the female market.5.0 PRODUCT-MARKET FOCUS5.1 Marketing and Product ObjectivesOur marketing objective is to successfully reach men consumer who is really concerned approximately their appearance or well known as metrosexual. Therefore, we applied marketing strategies as much as we can in order to achieve our objectives. Our strategies are as followsAdvertising through media such as television and radio.Advertising through website and social network such as have a page in Facebook and through Instagram. Hire Izzue Islam as the ambassador for our Safi For Men.Offer with low price at the beginning and later will increase the price as well as the demand is increasing. bundle up promotion such as buy Safi For Men, get a free Shick razor.On the other hand, our product objective is to close the gap make up between products offered to the market. By enteri ng to male market in skin care segmentation, plus a new product development which is camels milk based products, we are hoping to increase our sales and larger market coverage as the Halal products offered. Safi For Men offered products that can handle such oily face, discoloring, moisturizing as well as acne problem.5.2 Target MarketOur target market is men consumer ages between 18 to 35 years old. As the best study shows that men who are concerned more about their appearance are those who are between this age.5.3 Customer Value promptingHalal products for those who are concern of exploitation halal products.5.4 Point of engagementOur new products, Safi For Men is a totally new product development, whereas we are using camels milk as the based for this product offered. Camels milk provides Vitamin A, B and E which is good for skin care.6.0 MARKETING program6.1 Product outlineProduct lineSafi For Men offered camels milk based products in the form of solid soap, and facial wash 2-in-1 which is facial wash+toner.Unique Product QualityCamels milk provides Vitamin A, B, C, and E. seek shows that camels milk contains more vitamin A and E compared to cows milk. Vitamin A is an effective treatment towards the skin problem such as acne and psoriasis. Vitamin B provide warmth and circulates the skin and promote the immune function of the tissues which is something tired or overwhelmed skin finds difficult to maintain. Vitamin C can whiten the skin and protect from Ultra Violet rays. Meanwhile, Vitamin E provides hydrates skin, leaving it collected and moisturized.6.2 Price StrategyFor 40g products may costs around RM 15.00. The price big businessman be higher than other facial wash in an subsisting market, but there is a significant difference in term of the effectiveness and the cost of manufacturing is a little bit higher due to import camels milk from foreign countries, such as Egypt.6.3 Promotion StrategyFor ambassador, we are hiring local actor Izz ue Islam. The reason is he owns the fair skin and we found that by using celebrities, it is much easier toreach consumers. The significant usefulness is whenever we are organizing events to reach the consumers the involvement of them is relatively high. Other than that, we are using Cents-Off Coupons which customers can get for every RM 50.00 and above in a angiotensin-converting enzyme receipt. This will attract them to make a purchase.6.4 Distribution StrategySAFI distributed the products to the hypermarket and all convenient stores such as Giant, Tesco and Mydin. Other than that, consumers may also buy through online such as priceme.com.REFERENCESBarker, C. (2013). Euromonitor Analyst Identifies Key Male scrape Care Trends retrieved from http//www.cosmeticsdesign-asia.com Bryant, S. (2013). More Men Adopting Skin Care Habits retrieved from http//www.ad-ology.com Euromonitor International (2012). Mens Changing Beauty Habits retrieved from http//blog.euromonitor.com Kanlian, S. (2006). Courting The Male Consumer retrieved from http//www.beautypackaging.com/ Sarah, M. (2009). Comparison of Camel, Cow, butt end and Buffalo Milk retrieved fromhttp//www.sarahmelamed.com Tyrimou, N. (2014). Beauty Innovation Round-Up April 2014 retrieved from http//www.portal.euromonitor.com