CONTENTS

Introduction 03 Justification For Launching The Product Marketing mix tactics to be applied Part- C Part- D Part- E

Introduction

Here we have provided a complete guide on launching, marketing process and distributing of our new product. We are interested in marketing our product, our product is a SHAMPOO. This works as antidandruff and hair fall defense. Usually all the shampoo in the market works as anti-dandruff or hair fall defense. But our shampoo works both. The main characteristics are that, it can be used for all types of hair. And it is a herbal shampoo. Though this guide, we have talked about all the basic aspects of marketing. This guide will give us general procedure of what is involved in marketing, the complete process and how we have to go about pricing, advertising, packaging, delivering etc. We have especially concentrated on the Asian people. This is the largest group of the worlds population. We also concentrated on our country too. In the future, as the country keeps growing, our product will cover the largest market in the world. Though this guide we have tried to provide a general understanding of our product. We have named it Liquid+ shampoo.

Justification for Launching the Product

There is hardly anyone who suffers from untimely hair fall despite of his/her dandruff free scalp. Oily or chemically treated hair also results from dandruff. The youths are the worst sufferers because they are highly sensitive to beauty protection. So there is a crying need for an anti-dandruff shampoo. The ordinary shampoos have just the cleaning action as alternative to soap. On the other hand only a few numbers of them have anti-dandruff action and often this action is not as perfect as desired. To protect the scalp from dandruff and hair fall, we have launched Liquid + shampoo anti-dandruff shampoo. The Liquid + shampoo anti-dandruff shampoo is the first innovative herbal

product that controls dandruff, prevents hair fall and conditions all types of hair.

Marketing mix tactics to be applied

The key considerations or marketing tactics to be applied to launch a product are 1. Product /brand strategy. 2. Marketing communications. 3. Pricing. 4. Distribution and logistics.

1. Product / Brand strategyPerhaps the most distinctive skill of professional marketers is their ability to build and manage their brands. A brand is a name, term, sign, symbol, or design, or a combination of these that identifies the marker or seller of a product or service. Consumer view a brand as an important part of a product, and branding can add value to a product. Branding has become so strong that today hardly anything goes unbranded. Brand name helps consumers identify products that may benefit them. Brands also tell the buyer something about product quality. Buyers who always buy the same brand know that they will get the same features, benefits, and quality each time they buy. To think of a product individual product decisions are required. Individual product decisions comprise of product attributes packaging labeling

product support service, Branding.

Product attributesDeveloping a product or service involves defining the benefits that will offer. These benefits are communicated and delivered by product attributes such as quality, features and style and design. The attributes of Liquid + shampoo is mainly its quality features style and design. The manufacturing of Liquid + shampoo complies with the standards of worlds famous chemical associations.

PackagingPackaging involves the activities of designing and producing the container or wrapper for a product. Liquid + shampoo has been packaged attractively. The triangle plastic container is mainly blue in color, though the writings have the blend of different colors.

LabelingLabels may range from simple tags attached to products to complex graphics that are part of the package. They perform several functions. At the very least, the label identifies the product or brand. labeling has been affected in recent times by unit pricing (stating the price per unit of standard measure),open dating (stating the expected shelf life of the product),and nutritional labeling (stating the nutritional values in the product)

Product support services

Product support services that it offers include mainly the access to Liquid + shampoo shampoos lab results through website. It also assures a fixed date of expiry to allow users to use it for long time without any side effect.

 BrandingBranding is the key issue of individual product decisions. Our major brand decisions come as following-

Brand name selectionA good name can add greatly to a products success. Finding the best brand name is very difficult task. It begins with a careful review of the product and its benefits, the target market, and proposed marketing strategy. There are several reasons behind the selection of the brand. Liquid + has done well as a brand of many products. So Liquid + shampoo shampoo is successful as a brand. Besides, it has the readymade legal protection or registration by the government. The word Liquid + shampoo is easy to pronounce, remember or recognize. Finally the brand name is distinctive.

Brand sponsorshipA manufacturer has four sponsorship options. The product may be launched as a manufacturers brand or private brand or licensing or co-branding. Liquid + shampoo is a manufactures brand. Private brand has no access to it. But it exposes a licensing advantage for all. However, the co-branding policy is on the decision.

Line extensionsLine extensions occur when a company introduces additional items in a given product category under the same brand name. In the line extension of Liquid + anti-dandruff shampoo, there are other branded products such as- Liquid + baby shampoo, Liquid + oily shampoo, Liquid + dry shampoo, Liquid + shampoo for male, Liquid + shampoo for female.

Brand extension
A Brand extension involves the use of a successful brand name to launch a new or modified product in a new category. In the brand extensions of Liquid +, there are other products such as Liquid + baby lotion, Liquid + perfume, Liquid + air fresher, Liquid + toilet cleaner.

2. Marketing communicationsMarketing communications comprise of following promotions:-

AdvertisingAdvertising is a process to introduce product (what type of product, features of product, advantage of product) with consumers. Advertising helps to create strong brand preference in buyers mind. If any Company wants to capture mass market and introduce their product with mass consumers that company has to advertise their product. Besides, buyers get enough information through advertising. If any Products advertise achieve popularity that products sales will be increasing. So, it is needed to generate companys growth.

For introducing Liquid Plus Anti Dandruff Shampoo, Company has arranged a press conference and they invite all of the media. After that Company have selected some television channel to advertise their product. These are NTV, ATN Bangla, Channel I, ETV and BTV. Company has selected BTV for some reason. As Company has launched Mini Pack Shampoo targeted on rural consumer and low class consumer, rural area has no Dish Cable connection. For this reason, rural people only watch BTV and low class people watch BTV for financial problem. Besides, Company has selected another source to advertise such as, Radio FM, Bus, Mini Billboard, Street Divider, Magazine and

Newspaper. Newspaper is the great source of advertising. Buyers get details information about product from Newspaper and Magazine.

Sales promotionSales promotion includes a wide assortment of tools, such as coupons, contests, cents-off deals, premiums and others. All of which have many unique qualities. It is needed to attract consumer attention, offer strong incentives to purchase. Sales promotions invite and reward quick response- whereas advertising says,Buy our product and sales promotion says, Buy it now. Our Company uses two types of sales promotion-

1. Cash refund offer (rebate): Our Company arranges a cash refund offer for buyers. Consumer buys a product and collects the level of product. Then consumer sends the level to manufacturer by retailer to proof. Then manufacturer refunds to buyers by retailer. 2. Contest: Contest is a chance for buyers to win something, such as cash, trips or goods by luck or through extra effort. Our Company arranges a contest for consumers to submit an entry, such as a jingle, guess and suggestion about our product. Then the jingles, guess and suggestions to be judged by a panel and panel will select the best entries. Personal SellingPersonal selling is the interpersonal arm of marketing communications in which the sales force interacts with customers and prospects to make sales and build relationships. Personal is the most effective tool at certain stages of the buying process, particularly in building up buyers preference, convictions and actions. It involves personal interaction between two or more people. Personal selling also allows all kinds of relationships to spring up, ranging from matter-of-act selling relationships to personal friendships. Our Company arranges a home delivery service for those consumers who are not

seeking products and who are not going to store to buy. Our Company builds some promotional campaigns to sales and interacts with customers.

Consumer promotion toolsOur consumer promotion tools are samples, coupons; cash refund offers (rebates), price packs, premiums or advertising specialists. We deliver samples mainly door to door or at schools, colleges and universities. For price packs, we offer consumers a 60 ml or 120ml bottle of shampoo free if they submit 4 used containers. The retailers are also given directions to offer users a mini pack shampoo mainly as ad specialists. Trade promotions toolsWe offer trade promotions to whole sellers and retailers. We offer allowance in return of retailers agreement to feature our shampoo. We compensate retailers for advertising our shampoo. We also push money, cash or gifts to dealers or their sales forces to push our shampoo. Again we give advertising items such as pen, calendar, pad etc to promote our shampoos. Public relationsWe have established a strong relationship with press, legislators and government, share holders others in the financial community. Press or news media inform people of our product. Relationship with legislators and government help us to influence legislation and regulation. Share holders, banks and other financial organizations help boost up our financial commitment.. 3. Pricing-

Price is one of the important marketing mix variables. We have resorted to three major approaches or pricing criteria namely- General pricing approaches and price adjustments strategies. General Pricing ApproachesOur general pricing approach blends the cost based approach and the Competition-based approach. Product costs set a floor to the price. To set the price we have determined product cost and added a profit to the cost. Thats why our cost based pricing is mainly the cost plus pricing. We have also considered competitors prices.

Price adjustment strategy: In price adjustment strategy, we mainly focus on discount pricing and geographic pricing. In discount pricing and geographic pricing we follow respectively quantity discount and uniformdelivered pricing. We have charged tk.250 for a 60 ml liquid+ and tk. 350 instead of 500 for a 120ml liquid + shampoo as a quantity discount pricing. We have charged the same price for the same quantity of shampoo everywhere irrespective of location or area. 4. Distribution and logisticsWe have manufactured our product. Now we have to deliver the product to the consumers. Many times, the place of manufacturing and the place where the consumers require the products is very far away form each other. For example: our manufacturing plant is located in Tongi, but our targeted customers are all over the world. So, we need to set up an efficient distribution system so that the products reach its consumers. Distribution channels are all the sub-marketers or intermediate marketers of the company. For example: selling agents, wholesalers, retailers, authorized representatives; showrooms etc. are basically distribution channels. The distribution channel for a particular product may be:

Manufacturer Manufacturer User -

Wholesaler Distributor -

Retailer Wholesaler -

User Retailer

All of these members of the distribution channels. We are going to use the first one. Because in this way there is only two steps to deliver. More over wholesalers add value by performing one or more of following channel function: Selling and promoting: wholesalers sales forces help manufactures reach many small customers at very low cost. The wholesaler has more contacts and is often more trusted by the buyer than the distant manufacturer. Buying and assortment building: wholesaler can select items and build assortments needed by their customers there by savings the consumer much work.

Bulk-breaking: wholesaler saves their customers money by buying in carload lots and breaking bulk. Warehousing: wholesalers hold inventories, thereby reducing the inventory cost and risks of suppliers and customers. Transportation: wholesaler can provide quick delivery to buyers because the can closer than producers. Risk bearing: wholesaler absorb risk by taking title and bearing the cost of theft, damage, and obsolesce. Market information: wholesaler gives the information to suppliers and customers.

Using these distribution channels we can sub-market our product at various localized levels. Using these distribution channels, we can market in all the local neighborhoods and streets of the country. We will give some commission to the people along the distribution channel. We also give incentives to them if they sell more products. This way, the distribution and marketing of the product takes care of itself to some extent. In some cases having distribution channels may prove to be costly as the price of the product rises at every level. So, we choose to by-pass all distribution channels and directly market the product and deliver it to the consumer itself. However, whatever the method of distribution used, the products still have to reach the distribution channels or the consumer from the point of production. So we have to use the physical distribution. The two most important factors we take when considering physical distribution are: 1. The time taken for the product to reach the consumer. 2. The cost of delivering the product to the consumer.

Firstly, we do not want the consumer to wait for too much time when he is waiting for the products to reach him. So we want to use the fastest product delivery system we can. But, the problem with doing this is that the faster we try to make the product delivery, the more the cost of product delivery will increase. So, what needs to be done is to choose the "minimum service level

Minimum service level

As we saw above, we cannot just reduce the time taken to delver the product and make the delivery as fast as possible. This would mean a very fast but also very costly distribution system. So, what need to be done is

to decide what minimum level of service the customers will be satisfied by. For example, we may say that the minimum level of service is set to one day. This means that, the product has to be delivered within one day to the consumer. So, the distribution system/distribution channels should be designed in such a way that the product can reach the consumer within one day flat. One day is the minimum level of service desired. If we keep the minimum level of service too high, it risks loosing customers. Today people will not wait a week if they can get something in a day. The minimum level of service should be at least at par with competitors. If it is not, better be selling some spectacular product. However, physical distribution is a whole lot more. Some of the major aspects of physical distribution we measure: Transportation Warehousing Inventory Management The problem with Inventory and Warehousing

Transporting product from the manufacturer to the customer every time an individual order is placed would be very costly. Not only would this be costly, but also it would take too much time and the time of delivery would exceed the desired minimum level of service. Because of this the concept of warehouses and inventory is introduced. So, the warehouse/stores/retail outlets must never be under stocked. . In conclusion, warehousing and the amount of inventory in the warehouses is a tricky subject. We must manage effectively or it will prove to be costly.