SILK

SOAP
PROJECT REPORT
Submitted by:
Husna Amaze Khan (Group leader)
Bushra Alam Khan
Masood Mehmood Khokhar
Muhammad Yousuf
Usama Ali Khan
Minhaj Mansoor Ali
Jahanzaib Saleem

Submitted To:
Mr. Syed Faisal Abbas
Subject:
Business Communication
 ACKNOWLEDGMENT

By the grace of Allah Almighty, we have successfully

completed the report of our project.

The project was assigned to us by “Mr. Syed Faisal

Abbas”. We are thankful to him for giving us a chance
to learn about Business Communication and help us to
polish our communication skills and confidence.

Finally, the members of the group are thankful to each

other for their support and help for one another.
 TABLE OF CONTENTS

 EXECUTIVE SUMMARY

 Brand Name

 Introduction

 Mission Statement

 Identifying the need

 Brief description of the product

 MARKET SEGMENTATION
 Demographics
 Psychographics

 MARKETING MIX
 Place/Location
 Promotion
 Pricing
NAME OF THE BRAND:

Silk
INTRODUCTION:
The company was established in August 1952, it deals in FMCG products which
contains the following:

1- Hand wash
2- Dish wash
3- Soaps
4- Tissues
5- Air freshener
6- Insecticides
7- Detergent powder.

It has a wide distribution channel all over Pakistan. And the availability of the
product is all over the Pakistan from the retail shops to all the big marts. This
company not only deals with FMCG products but also has a business of yarn, cloth
and raw material.

MISSION STATEMENT:
Message from C.E.O, MR. AMIR ABDULLAH ZAKI
Promises and Commitments!
We aim for excellence, and constantly challenge ourselves and our methods.

We place great value on honesty and clarity

our consumer advertising is based on proven performance and scientific data. We
are committed to building strong and lasting relationships with our customers and
our suppliers, founded on trust and mutual benefit.
IDENTIFYING THE NEED:
The need of launching SILK SOAP was found when we got to know few
complaints from much known brands of the market regarding fast dissolving issue
we realized to enter in the market with different formulation, and it really hit on the
market and got a really good feedback from the consumers.

BRIEF DESCRIPTION OF THE PRODUCT:

Silk soap is the first product who eradicated the problem of early dissolving of the
soap by introducing a new chemical instead of TALLOW which is the major
reason of early dissolving of the soap and injurious to some type of skin which is
used in a specific percentage in the renowned brand of UNILEVER which is
known as LUX.

Silk soap has 6 variants with different fragrances, for all skin types.
 MARKET SEGMENTATION
Demographics:
Age: Not specific

Income: Not specific.

Gender: Female

Occupation: Lower to upper class

Religion: Not specific.

Psychographics:
 Upper class
 Middle class
 Lower class

MARKETING MIX

PLACE/LOCATION:
We have placed this product taking from small retail shops to all the big marts. Its
availability is easily accessible across Pakistan

Description of the selected cities:

We planned to first cater the major cities of Pakistan. Then we made its availability
easily accessible in all the rural areas as well, as we have wide distribution
channel.
PROMOTION:

Advertising Media:
Type of Media:
Major media types:
• TV
• Newspaper
• BTL activity and posters

ATL Activity:
Our advertising strategy, was to focus those channels which are widely seen in the
market for the first like GEO, METRO ONE and also placed bill boards and was
also been advertised in the news papers.

BTL Activity:
We also did in the main cities of Pakistan where the people can easily approach to
the company members for their better assistance and to build relationships with the
consumer not even this officials of the company’s were specially assigned to
entertain the consumer we also provided the offers of buy one get one free during
the activities not only this we put GONDOLAS everywhere in all the super
markets possible.
We mean to start our outdoor activities by firstly using door to door advertising,
getting our people to send in and drop flyers and banners into letter boxes and
letting people know about our product.

Schemes:
We introduced schemes for the people of rural areas and from where we got a good
response of the consumers not only this.
PRICING:
The pricing has been done by considering the trade price including all the taxes
and later the prices of the silk products are for the open market which means the
selling of the product will be on certain price and later it depends on the retailer
how much he earns profit on it. Normally the retailing price of the company is
Rs.35 to Rs. 42 which is to be changed on an annual basis as per the terms of the
company. Depending upon the profit to be earned from the market.

FEEDBACK:
We hire shelf promoters in every known mart of every city where they ask
customers to fill out the form asking about the quality product and whenever the
exhibition is organized, representatives of the company directly talk to the
customers and take their reviews about Silk’s product.

On the basis of which it been identify the actual position and later it’s been
discussed in the annual meeting of the organization.

X------------------X

Thank you from all the group members