Submitted by :

1) Rubayatur Rahman

ID # 051570030

2) Khaled Arafat

ID # 061235030

3) A S M Shahidul Haque Bhuiyan

ID # 052046030

4) M.Zubaer Ibne Shahid

ID # 051684030

Submitted to :
Mr. Bashir Hussain
Lecturer
School of Business
North South University

August 10, 2006

To,
Mr. Bashir Hussain
Lecturer
School of Business
North South University

Subject: Submission of MKT report on Cleopatra beauty & fairness cream

Dear Sir,
It is been a great pleasure for us to submit this report on Cleopatra Beauty & Fairness
Cream of Kohinoor Group of Industries, Bangladesh. This report has been prepared by
group of 4 people as a part of the MKT 202 course requirement. It is prepared after
having extensive surveying and analysis. All information provided in this report has been
provided by Kohinoor Group of Industries in Bangladesh.
We sincerely hope that you will enjoy reading this report and will get some idea about
our product Cleopatra beauty & fairness cream of Kohinoor Group of Industries in
Bangladesh.
Thanking you,
Sincerely yours,
Rubayatur Rahman

A.S.M. Shahidul Haque Bhuiyan

ID # 051570030

ID # 052046030

Khaled Arafat

M.Zubaer Ibne Shahid

ID # 061235030

ID # 051684030

Table of Content__________________________
Executive Summery

Current Marketing Situation

Market Description

Market Segment

Table 1.1

Product Review

Competitive Review

Table 1.2

10

Distribution Review

11

SWAT Analysis

12

Objectives and Issues

15

Marketing Strategy

16

Positioning

17

Product strategy

17

Pricing strategy

19

Distribution Strategies

20

Marketing communication strategy

20

Budget

21

Control

21

Executive Summery__________________

Kohinoor Group of Industries all set to lunch a new cosmetic product,

Cleopatra Beauty and Fairness Cream in a maturing market, despite
the dominance of fairness cream leader Fare & Lovely. We are
optimistic to compete because of our potential offering combines
exclusive features at a value-added price. We are targeting specific
segments in the consumer markets, taking advantage of opportunities
indicated by higher demand for convenient price, different colors and
extended advantages.
The primary marketing objectives of this plan are to achieve first year
Bangladesh market share of 4 percent and break even early in the
second year.

Current Marketing Situation___________

Our Company, Kohinoor Group Of Industries found 20 month ago with
an experience in the cosmetics world is now about to enter the
fairness cream world. In Bangladesh there are two kinds of fairness
cream market which are:
1.

Locally produce Fairness Cream

2.

Imported Fairness Cream.

The total population of Bangladesh is almost 15 corer and 45% are

women. So our mission is to create a stable and strong position in the
locally produced fairness cream. To gain the market our company must
target specific segments carefully.

Market Description__________________
Our Fairness Cream market consists of consumer who needs product
for personal care and to make an attractive approach. So the target
market should be segmented carefully to enter the market. Because of
targeting the women we have to segment the women market. On table
1.1 shows how the Cleopatra addresses the needs to targeted
consumers and their needs.

Market Segment____________________
Segmenting the market we find that different age females who need
special skin care.

Demographic Segments
The market will be segmented by dividing the market into different age
and life cycle and social class.

Age Based Segmentation

Our Company will launch the Fairness cream for age range 14 to 50
years woman. Cleopatra fairness cream will be effective for the
fairness and skin problems.

Social Class Segmentation

We want to segment our market in different social class. In the market
our main competitors charge a high price, but our price is lower then
others. So our target is- lower uppers, middle class, lower middle
class. We also target the working class woman.

Table 1.1 shows how the Cleopatra segments the market

Table 1.1
Target Segment

Customer Need

Age 14 to 25

To

protect

Corresponding
Feature/ Benefit

Pimples Our product has the

and spots

protection

from

pimples and spots.

Dark Completion

Increase

fairness

the skin

of Special bliss formula

will

include

in

the

product which control

the Melanin.
Age 26 to 50

Wrinkles
control

lifer,

Age Protect the skin from

wrinkle and make skin
fresh.

Working Woman

Need protection from U.V

sun burn

Protection

formula
the

which
skin

save
from

sunburn.

Product Review____________________
Our product Cleopatra offers the following standard features.

75, 50, 25 gm bottle.

Poisons Chemical free.
Do not have any bad affect on your skin
Do not make any infection on skin
Easy to use.
Ability to protect from U.V
Have instructions for How to Use.
Product will come with a different color- light Pink.

Competitive Review__________________
Increased entry of established local and International companies has
pressured industry participants to continually add features and reduce
price. Competition from specialized cream such as Anti-marks cream is
also a factor. Competitors include:

 Fair and Lovely: Fair and Lovely is the product of Unilever. As

the best known makers of fairness cream, Fair and Lovely has
achieved good distribution in nearly in almost every part of the
country. At present, Fair and lovely have some problem because of
marketing both Fairness cream and Anti marks cream. They also
have problem of high pricing and both local and imported cream.
Fair and Lovely has almost 75% of market share.

Fair Glow: Fair glow is a product of Indian company. It do not have

strong distribution channel. Fair glow user may have infection on
their skin after use.

Jordana: Jordana is an international brand. It has well some

advantages for its user. Lack of brand awareness and promotion is
the main problem for Jordana.
Recova: Recova is also a product of Indian company. It has also
problem in distribution and promotion system. Recova target the
upper class segment of the market with a high price.
Nivea: Nivea is a renowned brand in cosmetic world. They also
have problem with distribution. The main problem of Nivea we
found that they do not have small size tube. Their 400ml tube price
is 320 taka.

Despite this competition, Cleopatra can carve out a definite image and
gain recognition among the target segment. Table 1.2 shows the
selection of competitive products and prices.
Table 1.2

Product
01. Fair and Lovely

Type
Fairness Cream &

Price
50gm-46 Tk(fairness

Anti marks Cream

cream)
25gm- 35 Tk(anti
marks cream)

02. Fair Glow

Fairness Cream

50gm -60tk

03. Recova

Fairness Cream

80ml-400tk

04. Jordana

Fairness Cream

3.4gm-100tk

05. Nevia

Intensive milk and 400ml-320 tk

Fairness Cream

10

Distribution Review__________________
Our product will be distributed through a network of select store in
Bangladesh market. We the Kohinoor Group Of Industries have a good
distribution channel. Among the most important channel partners
being contacted are:

Distributor: Our Company has distributors through the whole country.

So our target is making our product convenience in the country. Our
market segment will help up to reach our target customer through the
distributor.
Department

Store:

Our

product

will

be

distributed

in

some

department store to carry the product in the city.

Super Store: We are going to distributed our product in some popular
superstore of the city like Agora, Meena bazaar, Almas, Price club etc.
in Dhaka and other Division of the country.
Super Market: super Market like New market, Eastern Plaza,
Bashundhara City and others of the country will go to carry our
product to reach the customer. Our product will be distributed in the
cosmetic store of these markets.
Our distribution will initialing is restricted to Bangladesh. We first want
to capture our local market in the first year.

11

SWOT ANALYSIS____________________
Cleopatra has several powerful strengths on which to build out our
major weakness is lack of brand awareness. The major opportunity is
growing demand for a fairness cream which has ability of solving
problems of skin. We also face threats because of strong position of
main competitor and downward pressure on pricing. Now we are
showing the main strengths, weakness, opportunities and threats that
Cleopatra will face.

Strengths: Cleopatra can build on four important strengths.

Natural and Safe

The most powerful strength of this product that it is made of natural
raw materials. Every material will be safe and Cleopatra will not
make any infection on skin.
Hygienic and Favorable for skin
Product is produced in a hygienic way and its favorable for user
skin.
Different Size
We will offer different size for different customer. Customer can buy
the product which size they want from our three different size tube.

Pricing
12

Our product is priced lower than the other competing companys

product. Our product has the better quality but lower prices which
gives us an edge with price conscious customer.

Weakness
By waiting to enter the fairness cream market the initial shake out
consolidation

of

competitors

has

occurred,

Kohinoor

Group

Of

Industries has learned from the successes and mistake, of other

competitive companies. Never the less, we have one main weakness.
Strong Competitor
Cleopatra fairness cream found that their main competitor Fair and
Lovely, product of Unilever has got an almost 75% of Market share.
Unilever is an International company and they are dominating the
Bangladeshi market for a long time. So, we have to go through strong
promotion and advertisement of our product.
Lack of brand awareness
Our product is very new for the customer. Customers like to use
imported cosmetics. It is difficult for us to make them aware about our
product.
Opportunity

Cleopatra can take advantages of three major market opportunities:

Increased Demand personal care product

13

People are now more concerned about their approach and to have an
attractive look. So it will be an opportunity for us to enter the market
with our product. If we can capture the attention of the target
consumer and give them a satisfactory they will satisfy them selves by
using our product.

Lack of competition
Through our market survey we found that fair and lovely in our main
competitor. The other competitions we hare found are not so effective
in the market. So we hope it will not so hard for us to compete in the
market.

Efficient sales personals

We the Kohinoor Group Of Industries have a group of very efficient
sales people. This is a good advantages for us to distributor our
product in Market.

Threats

We will face three major threats.

Big market share of main competitors

Fair and lovely has got a huge market share. This is a big threat for us.
Political Instability

14

Bangladesh is very instable in political sector. Lot of strike, hartal and

other political decision may effect our production and can increase
production cost.

Power supply problem

Power supply problem is another threat for the production of
Cleopatra. Power supply is not so good in our country. So we will
take it as a threat for us.

Objective and Issues_________________

Objectives
We have set aggressive but achievable for the first and second year of
market entry.
First year objectives
During the Cleopatras initial year on the market we are aiming for 4
percent share of fairness cream market through unit sales volume.

Second year objectives

Our second year objectives are to achieve 8 percent share based on
sales and achieve break ever paint early.

Issues
15

Our major issue is our ability to establish a well-regarded brand name

lived to a meaningful position. We will have to invest heavily to create
a memorable and distinctive brand image projecting quality and value.
We also must measure awareness and response so we can adjust our
marketing efforts if necessary.

Marketing Strategy__________________
We will follow differentiated marketing strategy because of our
segmentation.

Our

product

costs

lower

then

the

competitive

companies but we are also giving some quality. Our advantage is we

are producing it locally which gives us a cheaper labor cost. The
primary target of our product is the middle and upper middle class of
the society. We are using the less for same strategy to capture the
market. Our segment can be described demographically by gender and
age and socially by middle and upper middle class.

16

Positioning________________________
Cleopatra fairness cream We are positioning the as a stylish valueadded and natural product for personal care. It is a very natural
product which is differentiating the product from the competitors.

Product Strategy____________________
Cleopatra perfume including all features descried in the earlier
product review section. Building the Cleopatra fairness cream brand
is an integral part of our product strategy. The brand name and logo
will be displayed on the tube and the packaging. We will use the brand
name and logo in the introductory marketing camping. We also give
instruction to customer on a piece of paper inside the product pocket.
On the opposite side of the paper there is some question for the
customers and customers will highly requested to write to us with the
answers of that question. The model of the questions is given next.

Do you find any problem in our product? If please describe.

17

-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------.

Do you think our product price is reasonable for you?

Yes

No

Do you have any suggestion for our product? Please describe.

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------.
Have you feel any change on your skin after using Cleopatra?
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------.
Do you like Cleopatra?
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------.

Name

Age

Occupation

Address

18

Pricing Strategy_____________________
The Cleopatra Beauty And Fairness Cream will be introduced in
different size and different price. Our price attracts desirable channel
members. We will try to lower the wholesale price as low as possible to
take the market share from our competitions. Our product unit cost 14
taka and Maximum retail price 20 taka for 25 gm 50 gm 38 taka 70gm
72 taka.

Product Pricing
Fixed Cost:
Mixture Machine

Tk. 10,00,000/-

Pasting Machine

Tk.

2,00,000/-

Others

Tk.

4,00,000/-

Tk. 16,00,000/-

Total

Variable Cost
Labor Cost

Tk.

.25

Raw material

Tk. 6.75

Packaging Cost

Tk.

Unit Cost = 12+ (16, 00,000 / 8, 00,000)

= 14

19

Maximum Retail Price= Unit

cost/ 1 desired returned on

sales
= 14/ .70
= 20 Tk.
Break-Even Volume=1600000/ (20-12)
=200000 Tk.

Distribution Strategies_____________
Our Channel strategy is to use our companys distribution channel
through the whole country. During the first yea, we will cover in all B.D
market. Our company will develop a good working relationship with
selected channel members and expect a better than average selling
effort. In support of our partner we will provide a detail specification
handout and full color picture of Cleopatra tube and display featuring
the product.

Marketing communication strategy_____

By integrating all messages in all media, we will reinforce the brand
name and the main points of product differentiation, especially our
natural product feature. We will distribute some free mini tube sample
of cream to the consumers. Research about media consumption
patterns will help our advertising agency for choosing appropriate

20

media and tinning to reach prospects before and during product

introduction. Posturing and advertising will appear on a pulsing basis
to

maintain

brand

awareness

and

communicate

differentiation

message. The agency will also coordinate public relations effort to

build a fairness cream brand and support the differentiation message
to attract, retain and motivate channel partners. We will use trade
sales promotion for making a sales and building customer relationship.

Budget____________________________
Total first your sales revenue for the Cleopatra in is 1 corer, with
average price 20 taka and variable cost per unit 12 per unit. Break
even calculation indicate that the Cleopatra will become profitable
after sales volume exceeds 200000 unit early in the products second
year.

Control___________________________
We are planning tight control measures to closely monitor the equality
of our product and customer service satisfaction. This will enable us to
react very quickly is correcting any problems that may occur. Other
early warning signals that will be monitored for signs of deviation from
the plus include monthly sales and monthly expenses.

21

We are very alert about our product. If there is any problem we are
very much able to improve our product and control this problem
tactfully. We are very much concern about customers satisfaction and
product quality. So it can be assured that our product is going to be
successful brand is the market.

22

References_______________________
www.kohinoor.com/bd
Annual Report 2005 (Kohinoor Group of Industries).
Principles OF Marketing 11th Edition. Written by Philip Kotler and
Gary Armstrong.

23