2. Introduction
•Mineral Based UV protection bar With Moisturizer made up of Zinc Oxide
•New category in Pakistan and initially launched in karachi .
•Protects the skin by forming up a layer.
•Made up natural resources
It’s a face and body wash
3. Vision
Missions and Goals
“To provide the best ultra
care product bring back
the lost confidence in
women..”
“To save the young women from
the scorching and dangerous
ultra violet rays of sun which
darken their skin complexion
and to provide them confidence
to go out in the sun without any
hesitation.”
4. PowerPlugs: Templates
• Protection from the sun rays(UV)
• Moisturizing elements
• All in one, just use it once and will protected for more than 7 hours in continuous
exposure
• The bar will not be absorbed in water
Benefits, Features and Customer Needs
5. POSITIONING & PRODUCT STRATEGY
• The product would be based on emotional appeal also benefits
• The primary target is Middle Class and Middle-lower class
• Value addition would be that the bar could also be used as shampoo
Product Strategy: In coming years a new product with UV protection will be
launched, the target audience will be Male.
• The SAVON will be launched in different colors and packaging will be improved
“You deserve to be Cared…”
6. Product Features
• UVB and UVA Protection
• high SPF 50 (UVB) and UVA Protection
• non sticky and oil free
• UV protection with all three actions
(Scattering, Reflecting and absorbing)
7. Target Audience
• Savon targets girls and women in the age bracket of
18-35.
• Target audience would be lower class and lower-middle class.
• It is for women who regularly go out in sun.
8. Competitor Analysis
COMPETITORS PRODUCTS FEATURES PRICE
GARNIER Advanced daily
UV blocking
lotion
Garnier UV Protect pure vitamin
E, hydra active complex
SPF50
Advance daily UV blocking lotion
DOVE Dove Face
Protective
Moisturizing
Lotion SPF 15
Vitamins, green tea extracts, pure
spring water. A light, fresh lotion
contains essential nutrients to
leave skin nourished and
hydrated. UVA & UVB filters
protect skin from the sun's
harmful rays, helping to prevent
premature ageing
NEUTROGENA Clear face
sunscreen
Formulated with Helioplex
technology, designed to provide
superior sun protection without
causing breakouts on acne-
prone skin. For face and body,
leaves a weightless, matte
finish.
9. SWOT ANALYSIS
Strengths
•New and Innovative product
•Unique Product
•strong Market research
Weaknesses
•Lack Brand awareness
Opportunities
•Enhance the Target Audience
Threats
•Risk Of new category and untapped
market
•Competitors may cop the product
10. DISTRIBUTION STRATEGY
• Make contracts with Hyperstar, Imtiaz, Chaseup.
• we will offer sample soaps to wholesalers and retailers
• We will provide special payment terms to our wholesalers
11. Budgeting
• For our production, we purchased an running facility for Rs. 20 million.
• It is estimated that our fixed cost will be Rs 10 million.
• And our variable cost will be Rs 45 per unit + Rs. 2 for packaging.
• Savon will be offered at price Rs. 65.
12. Mark-Up Chains
• We are going to sell the Savon to our wholesalers' at Rs. 55.
• Wholesalers margin will be Rs. 3 + Rs. 2 additional for distribution. thus retailer
cost will be Rs. 60
• Finally, retail price will be Rs.65, thus retailers margin will be Rs. 5.
13. Estimated Profit & Loss Account
• It is estimated that we will be able to sell 100,000 units of Savon.
• With an estimated COGS of Rs. 4.7 million.
• Our marketing expenses will be Rs. 0.73 million.
sales Rs. 6,500,000 100%
Cost of goods sold Rs. 4,700,000 72.30%
Gross Margin Rs. 1,800,000 27.70%
Marketing Expenses
Sales Promotion Rs. 235,000
Promotion expenses Rs. 500,000 Rs. 735,000 11.31%
General and Admin expenses
Manageria expenses Rs. 500,000
Indirect overhead Rs.500,000 Rs. 1,000,000 15.38%
Net Profit Before Tax Rs. 65,000 1.00%
14. Pricing
• Value-Based pricing is being used.
• Selling price is Rs. 65
• Variable cost are Rs. 45
• With additional cost of Rs. 2 for packaging and Rs. 8 will be our margin per unit.
15. Marketing Communication Strategy
• Savon’s Marketing communication Strategy includes advertising, promotion on both
TV and Radio.
• Direct Marketing where one-to-one communication will be held with target market.
• Sales promotion will also be engaged in future.
16. Advertising Medium
• For promotion and advertising both Above the line and Below the line promotion will
be engaged.
• For the ATL, TV advertisements, as well as newspaper advertisements and radio
announcements.
• TV advertisements would only be on aired during prime time slot.
