Vervain Body Spray
final project report | Principles of Marketing | “Body Spray” | | Submitted to : Sir Ali Raza Noor IQRA UNIVERSITY (ISLAMABAD CAMPUS) |
Maryam (17230) Nasir Javed (16290) Mohammad Shahid (16286)
Executive summary
Vervain is a deodorant which will be launched by Vervain private limited. The Brand is targeted towards the Adults of Age 15 to 30 of the market. Vervain has unique brand with first of its kind in the country. The product will compete on its advantages based on the chemical formula. The product’s competitive advantage is the price effectiveness and alcohol free composition with long lasting effect. The price of the deodorant will be Rs. 200 lesser than its competitors and the Bottle of the deodorant will be 250ml.
The deodorants market in Pakistan increased at a compound annual growth rate of 7.4% between 2004 and 2009. The body spray segment led the deodorants market in Pakistan in 2009, with a share of 61.2%. Unilever Pakistan’s Axe was the leading brand in deodorants in Pakistan in 2010 with a value share of 28%. The market penetration of the deodorants is still 2 to 3 percent.
The Vervain deodorant will have a competitive advantage on the bases of following characteristics: Price, Alcohol free composition, natural ingredients and long lasting effect .
The promotional Strategy will be mix of push and pull strategy. The product will initially use above and below the line promotion. The Media used for the advertizing will be print, radio and below the line media keeping in view the youth viewership. Bill boards and push tactics like giving retailers good margins like 10 % which is highest in our industry will induce the retailers to put our products on the point of
Maryam (17230) Nasir Javed (16290) Mohammad Shahid (16286)
Executive summary
Vervain is a deodorant which will be launched by Vervain private limited. The Brand is targeted towards the Adults of Age 15 to 30 of the market. Vervain has unique brand with first of its kind in the country. The product will compete on its advantages based on the chemical formula. The product’s competitive advantage is the price effectiveness and alcohol free composition with long lasting effect. The price of the deodorant will be Rs. 200 lesser than its competitors and the Bottle of the deodorant will be 250ml.
The deodorants market in Pakistan increased at a compound annual growth rate of 7.4% between 2004 and 2009. The body spray segment led the deodorants market in Pakistan in 2009, with a share of 61.2%. Unilever Pakistan’s Axe was the leading brand in deodorants in Pakistan in 2010 with a value share of 28%. The market penetration of the deodorants is still 2 to 3 percent.
The Vervain deodorant will have a competitive advantage on the bases of following characteristics: Price, Alcohol free composition, natural ingredients and long lasting effect .
The promotional Strategy will be mix of push and pull strategy. The product will initially use above and below the line promotion. The Media used for the advertizing will be print, radio and below the line media keeping in view the youth viewership. Bill boards and push tactics like giving retailers good margins like 10 % which is highest in our industry will induce the retailers to put our products on the point of