REPORT ON LAUNCHING OF

NEW PRODUCT
SUN-BURN
 Mansukhani Institute of
Management

Topic: Report on Launching Of New Sunscreen Lotion

Submitted To: Dr. Swati Sable

Submitted by:

Name: Nikita Sawant

Roll #: 44

Semester: 1st

Session: 2015-2016

Date: 18-12-2015
 UNIVERSITY OF MUMBAI

Contents of Marketing Plan

Part 1: Dedication

Part 2: Acknowledgement

Part 3: Executive summary

Part 4: Introduction

a) Vision statement
b) Mission statement
c) Company
d) Product

Part 5: Analysis

a) Current market situation

b) Objectives
c) SWOT analysis
d) Market survey
e) Marketing strategy
f) Basis of segmentation
g) Targeting
h) Marketing mix

Part 6: implementation and control

a) Budgeting
b) Action programs

Part 7: Annexes

a) Customer feedback survey

 Respected Madam,

I am pleased to submit my report on the launching of new

cosmetics SUN-BURN to you. I have tried my best to come
up to your mark by providing unique ideas and elegant
presentation. I am thankful to you for giving me an
opportunity to survey, analyze and enhance my knowledge.
 Acknowledgement:
A work is never a work of an individual. I owe a sense of
gratitude to the intelligence and co-operation of those people
who had been so easy to let me understand what I needed
from time to time for completion of this exclusive project.

I want to express my special gratitude towards Dr. Swati

Sable, Marketing Management, for giving us such a unique
project.

Last but not the least I would like to forward my gratitude

to all the people who always endured me and stood by me
and without whom I could not have been envisaged the
completion of my project.

Executive summary:
This report explains the marketing plan for launching a sunscreen
named SUN-BURN. In the very beginning of the report I explained the
vision and mission statement of the company and I have further carried
out. It will be introduced in the market with the help of various
promotional displays and advertisement and distribution of the samples
to the general public. This report examines that this product is initially
launches in Mumbai and suburbs area. The study includes both primary
and secondary research. The primary study focus on survey of the
competitors and the likings and disliking of people. Through this
strategy company can penetrate in the market and can attract bulk of
customers.
For this purpose I have conducted SWOT analysis of the company to
see companys strengths, weaknesses, opportunities and threats.
Then I have explained the purposes, benefits, and objectives of the
product. Then I have made the marketing mix strategy of my product. I
have divided market into different segments and decide to target kids,
youngsters, mature and old age persons.
I have also paid special attention to the packaging, color, and price of
the product; I have decided to place my product in the Mumbai and
suburbs area, especially canteens of schools, colleges, and universities.
I will promote my product through electronic media, cable, and outdoor
sources. I have also conducted customer feedback survey to know the
opinion of public about my product. So that I can develop it
accordingly.

INTRODUCTION TO THE LOOK-

WELL
Companys vision statement:
 Be the leader in the customer value

Companys mission statement:

To set high class standard in the glamour industry
through providing a diverse range of high quality
cosmetics products that are prepared and also tested in
lab. In accordance with the Islamic principles striving to
satisfy consumers tasks and needs and serving the
society.

THE LOOK-WELL BUSINESS IN

MUMABI AND SUBURBS AREA:
FJ cosmetic will commence its business in Mumbai and
suburbs area from Jan 16. The factory facility has been founded
on 2o canal area of land in the Industrial Area of the city.
The factory is expected to match the demands of the product.
We have ensured the installation of modern, sophisticated and
efficient equipment conforming to the very latest standards of
Goods Manufacturing Practices.

INTRODUCTION TO SUN-BURN
People started too perished under the scorching heat of summer in our
country.

They need a Sunscreen to protect their skin from an over burning heat.
The sunburn is a sunscreen product. It keeps the skin fresh and glowing
and enlighten the mood.
 It contains titanium dioxide which is a very helpful for glowing skin.
Carbon dioxide give freshness for many hours and once it applied no
need to wash the face for hours.

The students, employees and workers and specially womens skin gets
burn while travelling. They always prefer some cream to protect their
sensitive skin. Therefore SUN-BURN is the one and only sunscreen
which not only protect the skin but also enlighten the mood of the
customers.
Slogan:

ALWAYS GLAMOUR
CONTENTS ARE:
Titanium dioxide
Chlorolresol ferrous
Oxide light kaolin
Glycerin zinc oxide

Current Market Situation:

Sun-burn is a new product that is going to be introduced in the

domestic market of Mumbai and suburbs area. We are focusing
to all levels of generation. The kids, youth, old and specially for
women
 The price of the Sunburn is moderate, because it is for
everyone in the market.

Objectives:
Following are some of the objectives of the company;
To increase the 25% market share
To increase the length of product line i.e. its five now, we
should increase it to 6 or 7 soon.
To increase profits
To face strong competitors i.e. like Lakme, Lotus, Ori-
flame etc.

SWOT Analysis:
Strengths:
Updated technology plant
Quality product
Specialists available for specialized jobs and tasks
Hire experienced staff
 Medical insurance of employees
Targeted to low and middle class people
Reasonable price
Expiry date above 6 months

Weaknesses:
New in skincare industry
Small distribution network
Strong competitor
No market share
Limited experience of customers

Opportunities:
Increase the distribution network
Acquiring the newer technology and techniques
Market is very big and attractive
Takeover of the distribution

Threats:
Political instability
New entrance from the competitors
So many competitors
Retaining consumers
Economic instability
Increase of general sales tax
Development of plant

Our Competitors:
 The SUNBURN is currently facing a competitive environment. Because
the competitors of SUNBURN are:
Lakme
Oriflame
Lotus
Fairglow

Product review:
The SunBurn is available in 250ml size and available in different flavors
like:
Harboul
Neem
Nourishing milk

Competitive Review:
Sun-burn Competitor:
The competitors of Sun-burn are more than 5. Lakme and Oriflame, Lotus are
leading market right now and other are far away from it.

Lakme and Lotus have loyal customers over the years because they are very old and
customers are aware of their merits and demerits. The companys first purpose is to
compete with the competitors having large market share.
The main competitors are;

Lakme
Product:
Lakme is one of the leading skin care and top most product.

Qualities:
High quality availability
Large range of collections
Standardized and attractive packing
Large promotion and market coverage

Price:
Minimum price of product is 100.

Place:
Lakme sunscreen from Lakme has about 53% market share in India.

Promotion:
They promote their product through

Electronic media
Print media
FM radio
Sales promotion

Lotus
Product:
Herbals products of lotus ane namely fast moving consumer goods {FMCG} famous
products of lotus.

Quality:
Large promotions and market coverage
Large range of Cosmetics
High availability

Price:
Minimum price of cosmetics is Rs 200

Promotion:
They promote their product through

Electronic media
Print media
Sales promotion

Place:
Lotus has a 37% market share in India.

Market Segmentation:
Sun-burn will have market segmentation on two basis;

Geographical segmentation
Demographic segmentation

Geographical segmentation:
The SUN-BURN geographic target area is Mumbai and suburbs area. Supplying
product to all areas of Mumbai and suburbs, and have further divided the city
into five zones.
 Zone A: South Mumbai
Zone B: Western Mumbai
Zone C: Suburbs area like virar, kalyan, dombivli, vasai

Demographic segmentation:
Demographic segmentation is done on the basis of;

Age
Gender
Income occupation
Lifestyles
Social classes

Market Targeting:
Steps involve in it are;

1) Evaluate market segments:

The segments have been selected need to be evaluated properly. For this three
points are considered that are:

Segment size and growth: it needs to consider the geographic and

demographic segments company has selected for introducing cosmetics,
the size of the segment where the cosmetics is going to be launched and its
growth.
Segment structural attractiveness: it involves power of the buyers
of the cosmetics, suppliers of the cosmetics and its availability in the
segment
Companys objectives and resources: targeting should be done in a
way so that the company can achieve its targets with the resources it have
 2) Selecting segments: the segments selected by the company for
cosmetics are:
Undifferentiated
Niche (concentrated)

Targeting:
Company will target following customers:

Kids
Youth
Women

Marketing mix:
Product
Price
Promotion
Place

Product strategy:

Develop the long term relationship with the customers

Give values to the customers to delighting them
Do whatever it takes not to satisfy the customers but retain our customers

In order to accomplish this objective the company has established sales, marketing
and support terms

Product variety:
Our product would be available in following flavors:

Cherry
Strawberry
Mixfruit
Kiwi
Organic oils
 Brand name:
The name which we have chosen for our product is Sun-burn

Quality:
High quality assurance would be our first priority. This would be ensured by:

Implementing high quality standards

Total quality management
Acquisition of the high quality raw material

Design:
Sun-burn is a sweet, sun-burning cosmetics with an eye catching different shapes of
packing

Features:
Here are some features of our product:

Fresh original fruit cosmetics

Provides fragnance
Provides personal care for skin
Long-lasting
Give freshness

Pricing strategies:
Our pricing strategies for the product are for total cost which includes customs services
and other expenses. Pricing strategies usually changes as the product passes through its
life cycle. The price should be set at moderate level in order to attract a large number of
buyers and to gain large market share.

Amount in Rupees:

The total per unit price for 250 ml packs that we will offer as follow:

The cost of fruits Rs.15

Electricity Rs.10
 Factory overhead Rs.10
Miscellaneous Rs.5
Retailer margin Rs.8
Profit Rs 6
Social media Rs 6
Total price Rs.60

In accordance to our strategy we have decided to offer the product to the customers at
the
price
Current Product New Product of
Curren Rs.60.
t Market Penetration Strategy Product Development Strategy The
Market price
New is
Market Market Development Diversification Strategy very
strategy much
compatible and the offer is substantial enough to attract a large percentage of market in
very quick time.

According to this grid we are introducing new product in current market so we follow
Product Development Strategy.

Communication strategies:
Promotion:
Actually the promotion is a first step when we are launching a new product but we make
its strategies in last. We want to make a good product image in mind of customers, so
that they will buy only our product.

Criteria promotion:
a) Awareness
b) Knowledge
c) Liking
d) Preference
e) Purchasing

Main Source Of Promotion:

I. Electronic media
II. Print media
III. Bill boards
IV. Hoardings

Electronic media

Channels Time Duration Total

Sony Tv Prime Time,Post 1 Min 12 15 000
Prime Time
Z Tv Prime 1Min 1 80 000
Time,Early Day
Star plus Prime 52 secs 2 20 000
Time,Early Day
Total 1615000

Print media:
News paper Page Coloured Size Daily Weekly Charges
&magazine or black basis basis
s and white
TOI Front Coloured Standard Daily 18600
size
MT Mid Coloured Standard Daily 5000
size
HT Front Coloured Standard Daily 15000
 size
DNA Back Coloured Standard Daily 17500
size
Total 561000

Bill boards:
Location Size Duration Total cost
Estern Free way 20*60 1 month 2 15 000
Hutatma Chowk 20*60 1 month 70 000
Gate Way of India 20*60 1 month 1 15 000
Dalal Street 20*60 1 month 1 50 000
Total 5 50 000

Hoardings:
Location Size Duration Total cost
Estern Free way 30*90 1 month 12 00 00
Hutatma Chowk 30*90 1 month 10 00 00
Gate Way of India 30*90 1 month 10 00 00
Total 32 00 00

Benefits:
Following are the additional benefits which are offered to the customers to give them
value:

I. Free sample for 3 days in leading newspaper

II. Purchases 2 cosmetics pack and get one pack free
III. We are giving a chance to first 5 customers to get a free ticket to Bankok after
purchasing a product and finding lucky draw number in it.

Places:
Distributors Review:
To assure the availability of its product.Sun-burn cosmetics has established effective
network of registered dealers. The main target of these cosmetics Mumbai and suburbs.
 The end consumers would then purchases Sun-burn cosmetics from retailer. The
distributor is the most reliable distributors in the region. They enjoy a flawless reputation
combined with business relations with numerous retailers even in the rural area of the
Mumbai and near sides. This has ensured that Sun-burn will be made available all
over Mumbai and suburbs.

C
N
O
S
U
R
E
MF
D
B
IL
A
T
W
H

Budgeting:

Sr. No Description Amount

1 Cost of land 250,00,000
2 Raw material 5,00,0000
3 Stationery 50,000
4 Office expenses 1,00,000
5 Furniture 5,00,000
6 Staff salaries 50,000
7 Freight inward charges 60,000
8 Repair and maintainance 150,000
9 Research and development 90,000
10 Technology 10,00,000
11 Marketing media expense 6,648,630
Total 38,648,630

A Marketing Organization:
Sun-burns chief marketing officers, holds overall responsibility for all of the
companys marketing activities. There are other subordinates with him to help the sales
campaigns, trade and consumer sales promotion, and public relation efforts.

Action programs:
The Sun-burn will be introduced in Jan 16. Following are summaries of the action
program we will use during this summer session to achieve our stated objectives.

Step 1:
We will initiate 80,00,000 rupees trades sales promotion campaign to educate
dealers and generate excitement for the product lunch and provide sample crate to our
selected product reviews, opinion leaders and celebrities as part of our public relation
strategy

Step 2:
We will start integrate print/display/television campaign. The campaign will show
how many features the Sun-burn have for user.

Step 3:
As the cosmetics advertisement continues, we will add consumer sale promotion by
including them to our messages. We will also support or retailer to increase our sales.

Step 4:
We plan to roll out a new advertisement having new views of customers through
survey who have used our drink which will help to promote our cosmetics.
CUSTOMER
FEEDBACK
SURVEY
i. G
ii.
iii. oo
iv.
SUN-BURN COSMETICS
LOOK-WELL

We hope you enjoyed the taste of Sun-burn! To help us better serve you, please complete this survey
and return it to us at your convenience. Thank you!

Somewh
Very Not
at
Importan Importan
Importan
t t
t
Availability
Discounts offered
Packaging
Price
Cosmetics Range

How many times you take cosmetics daily?

a) 1
b) 2
c) More than 2
d) None
Which cosmetics you prefer to have?
a) Loose
b) Packed
At which brand you rely?
a) Lakme
b) Lotus
c) Sun-burn
What matters you most?
a) Fragnance
b) Quality
c) Price
How many points will you give to these products out of 10 points
a) Lakme _____
b) Lotus _____
c) Sun-burn _____
Up to how much price can you pay for a 250ml cosmetics
a) Rs. I5
b) Rs. 17
c) Rs. 18
d) Rs. 20
Which flavor you like the most?
Ans:
Would you recommend our cosmetics to your friends?
Ans:
Please rate the quality of our product
a) Excellent
 b) Good
c) Average
Any suggestions: