product development - facia cold cream (final report) 2007

Product Development

AGHA ZOHAIB ALI KHAN

INSTITUTE OF BUSINESS AND TECHNOLOGY

Product Development Facia Cold Cream

Prepared By

Agha Zohaib Khan BB-1882

BBA (Marketing & Research)

FACULTY OF MANAGEMENT AND SOCIAL SCIENCES

FALL- 2007-08

Product Development (Facia Cold Cream)

Institute of Business & Technology

INSTITUTE OF BUSINESS AND

TECHNOLOGY

ABSTRACT SUBMITTED BY: Agha Zohaib Ali Khan

DISCIPLINE: BBA (Marketing & Research)

TITLE OF PROJECT REPORT: PD (Facia Cold Cream)

MONTH OF SUBMISSION: November- 2007

NAME OF PROJECT SUPERVISOR: Khuram Majeed

ABSTRACT

The past decade has seen the Pakistani society undergo a revolution in lifestyle

as a direct result of the onslaught of media, coupled with increasing discretionary

incomes. This has produced more aware consumers who have finely honed

tastes and demand greater quality of consumer products.



The buying patterns for Skin care, health and hygiene products in particular have

changed substantially in the past 5 years. Consumers are not only more

conscious about these aspects, but are also extremely choosy in what they buy

due to the large variety of local and foreign brands available at the drop of a hat.

An important factor in the skin care market has been the fact that foreign brands

which were initially thought of as too expensive are now being imported through

proper channels and are being marketed at prices which are comparable to

locally made. This has made competition extremely tough. This is especially true

of the Cold Creams market where a variety of brands, local and foreign are

available in a varied price range. They include Cold Creams for normal skin and

dry skin. Each claims to be the best. But our market research has revealed that

most of the existing Cold Cream are not fully managed to deliver a complete skin

care formula.

Thus, we decided to launch Facia Cold Cream in the market as an answer to all

of peoples skin care needs at an affordable price. Facia Cold Cream is

expected to create a position in the skin care products market by offering a

complete Cold Cream.



ACKNOWLEDGEMENT

First of all I would like to thank my ALLAH Almighty Who gave me the

courage, health, and energy to accomplish my Project in due time and without

Whose help this study which required untiring efforts would have not been

possible to complete within the time limits.

Motivation, encouragement, guidance, corrections, advices, and overall

support are the key elements required from the supervisor to write and

complete a Project of a good standard and a quality within deadlines. It is a

matter of utmost pleasure for me to extend my gratitude and give due credit to

my supervisor Khurram Majeed whose support has always been there in need

of time and who provided me with all these key elements to complete my

dissertation within the time frame.

Acknowledgement would be incomplete without extending my gratitude to my

friends Sadia Ashraf, Nida tariq, Salman Nosherwani, Umair Mudassar, Faiqa

Iqbal, whose mammoth help in data collection made this study possible.

Moreover, they had been supporting me enthusiastically throughout my work

to make my Project ready in due time. My thanks is also due to my examiner

Khurram Majeed whose valuable comments and suggestions made colossal

contribution in improving my dissertation. Last but not least, I extend my

thanks to my entire family for moral support and pray for my health and

successful completion of my dissertation within time limits.



CONTENTS

Page No:

AKNOWLEDGMENT

ABSTRACT

CHAPTER 01:

INTRODUCTION. 01

CHAPTER 02:

BRAND INFORMATION 08 CHAPTER 03:

CUSTOMER ANALYSIS 12 CHAPTER 04:

MARKET RESEARCH . 17 CHAPTER 05:

COMPETITOR ANALYSIS. 26

CHAPTER 06:

MARKETING STRATEGY . 30 CHAPTER 07:

ADVERTISEMENT . 40 CHAPTER 08:

PROMOTION ... 89


All Rights Reserved to Facia Cold Cream Page 1

Chapter One

I INTRODUCTION

The past decade has seen the Pakistani society undergo a revolution in lifestyle

as a direct result of the onslaught of media, coupled with increasing discretionary

incomes. This has produced more aware consumers who have finely honed

tastes and demand greater quality of consumer products.

The buying patterns for Skin care, health and hygiene products in particular have

changed substantially in the past 5 years. Consumers are not only more

conscious about these aspects, but are also extremely choosy in what they buy

due to the large variety of local and foreign brands available at the drop of a hat.

An important factor in the skin care market has been the fact that foreign brands

which were initially thought of as too expensive are now being imported through

proper channels and are being marketed at prices which are comparable to

locally made. This has made competition extremely tough. This is especially true

of the Cold Creams market where a variety of brands, local and foreign are

available in a varied price range. They include Cold Creams for normal skin and

dry skin. Each claims to be the best. But our market research has revealed that

most of the existing Cold Cream are not fully managed to deliver a complete skin

care formula.

Thus, we decided to launch Facia Cold Cream in the market as an answer to all

of peoples skin care needs at an affordable price. Facia Cold Cream is



expected to create a position in the skin care products market by offering a

complete Cold Cream.



Historical Background

Company Background

Facia International was established in 2005. The company successfully

expanded its core operations in personal care products, and carved substantial

market shares in Pakistan. Facia International is now a major player in high-end

personal care products. It emphasizes on innovative introductions and high

quality products through research and development.

Industry Background

The company entered the market in 2005. After the successful launch of its

beauty Soap and Fairness Cream.



The company now seeks to increase its presence in market with the introduction

of Facia Cold Cream --- a unique Cold Cream that promises to provide total skin

care for everyone ----- men, women and children

With its main objectives focused on discovering, understanding and then meeting

the needs of its consumers, Facia International is reputed for basing its market

strategies on long term planning, which are tailor made to meet the particular

needs of each of its segments.



Corporate Objectives

Vision:

To provide good quality and reliable products those are second to none. To

continually surpass the boundaries of quality through continuous R/D. To be on

the forefront of technology so that only the best quality products are given to

there valued customers.

Innovation:

Facia International prides itself on having one of the most modern laboratories

where its team of qualified personnel works round the clock to come up with new

and improved products to add to its product line.

Integrity:

Facia International uses only the best ingredients available. Facia prides itself on

being one of those few companies that uses no harmful chemicals in its products.

In addition to this, Facia does not believe in animal testing. The company

strongly believes that its main strength is its stakeholders. Be it the customers,

suppliers, distributors, retailers etc. all in all the company aims to be a good

corporate citizen.



Value:

Facia International is a customer-oriented firm has designed all its products

keeping in mind that the customer always comes first. Facias commitment to

continually provide quality products, Facias stand on quality and the integrity of

its products has never faltered. Facia is a company that has become

synonymous with Value and Quality in the eyes of its users.

Mission Statement

Facia International, the company of skin care products in Pakistan, maintains a

philosophy of meeting the needs of the consumer completely with whichever

products it sells. It also believes in constantly improving its product quality in

order to avoid complacency, which is the downfall of many excellent companies.

The company also strives to give the highest level of satisfaction to its

consumers. Catering to people belonging to the entire middle and the lower end

of the high class, the company believes it is essential to understand the

psychology of the average consumer, who has to control his budget, yet at the

same time, also wants to be pampered where skin care, health and hygiene

aspects are concerned.

The companys mission is to design, manufacture and produce personal care

products in a socially responsible and ethical environment.

The companys mission is demanding yet it is the philosophy at Facia that before

launching any product, its context in the global arena should be evaluated.

Hence, the company started its mission to launch Facia Cold Cream with a

careful analysis



Company Information

Head Office

Address: FTC Building Sharah-e-Faisal Khi

Landmark: FTC Building Near Kala Pul, Main

Nursery, Sharah-e-Faisal

City: Karachi

Phone: +92-21-2600665

FACTORY Address: 22, West Wharf, Road No.6, Khi. Landmark: Opposite

Lakson Tower,Custom House,Dockyard City: Karachi

Phone: +92-21-5794812, 5788942, 5784996, 5122697, 5744129

MARKETING OFFICE Address: Anum Building Sharah-e-faisal Rd., Khi. City:

Karachi

Phone: +92-21-512752, 512753, 512754, 512755, 5127536,

GODOWN/WAREHOUSE Address: 23, West Wharf, Khi. Landmark: Anas

House,KHAN Petrol Pump,Oil & Gas Development Company City: Karachi

Phone: +92-21-9873325, 9871654



Chapter Two

BRAND INFORMATION

Product Description:

Facia is a Cold Cream for skin. Its composition is such that it already includes

ingredients in the right quantity. So that at the end of the day, the consumer can

get 100% care for his skin and leave the users skin supple, soft and healthy. The

product is an excellent COLD CREAM + SUN SCREEN bottle.

Product Ingredients:

Facia Cold Cream contains the finest ingredients, which not only promise to

leave skin soft but also healthy. It comes equipped with extra fine Sun Screen.

So that the user does not have to run from pillar to post in order to find a Sun

Screen, which agrees with and complements the Cold Cream that he has just

used.

The ingredients are as follows:

Mineral Oil

Vitamin C



Almond Oil

Benzophoenone & Cinnamic

Hydrozide Zincoxide & titanium dioxide

Water

Beeswax

Triethanolamine

Alovera

Ceresin

Limonene

Sodium borate

Fragrance

Carbomer

Variants of Product:

Initially the company has decided to introduce only one --- complete variety of

Facia Cold Cream. The Cold Cream is available is suitable for Normal + Dry

Skin TYPES and as mentioned before is COLD CREAM + SUN SCREEN.

Our product is offering this feature because there are Cold Creams for which

consumer has to put in extra effort and buy separate SUN SCREEN. This

means additional expense for them.

Facia Cold Cream has thus being equipped with SUN SCREEN Offer

maximum convenience for clients.



Product Sizes:

Facia International has decided that Facia Cold Cream will be available in the

following sizes:

Mini Bottle (30 ml) The main aim behind this Mini pack is to provide

economy of use to the purchaser and instill long-term use of our brand.

Medium Bottle (60 ml) with round beautiful shape, its like as economical

pack for the customers

Family Pack (100 ml) this helps the customer to buy an affordable and a

complete Family Pack for them.

Sachet pack (5 ml) --- the pack will be 5 cm x 8.5 cm long. The idea

behind this pack is to instill trial in potential users. Also will be ideal for

people in the lower middle segment who want to use our product, but may

not want to shell out money for the larger bottle due to limited budget etc.

This pack will also be offering convenience of use.

The company will be marketing these all packs aggressively in the launch phase.

Facia executives feel that the sachet pack will be highly effective for use in its

promotional activities.



Brand Personality:

Facia Cold Cream has a bold, enthusiastic, lively personality. It has a vigour

and zest for life. It offers complete skin care. It is an all purpose, no fuss Cold

Cream because it is COLD CREAM + SUN SCREEN in one bottle. Facia Cold

Cream is not only for the young but the young at heart!!!!!

With its focus on the consumer, it should make the user say: Yes, this is the

only Cold Cream for me because it offers me healthy and radiant skin.

Unique selling proposition:

All the existing brands in the market all promise the same thing i.e. healthy skin.

Facias promise is a little different. Its calling card is healthy Soft but Supple skin.

Most of the products dont stress enough on the health of its users.

The observation from the survey has given us two points of differentiations:

For normal to dry skin

Good quality Cold Cream at a comparatively affordable price.

So, our product is COLD CREAM + SUN SCREEN. At affordable price.



Chapter Three

CUSTOMER ANALYSIS

Without customers, a business cannot survive, although this may seems, and

despite the widespread adoption of the marketing concept. The term customer

refers to not only to current customer for a given product but also to both

customers of the competitor and current non-customer of the product. Though we

are going to launch or product Facia Cold Cream, and we have to target our

customer for this product, but we have our customer of our others products like

Facia Beauty Soap and Facia Fairness Cream in the Market, so it will be easy to

catch out these current customers.

Each customer is unique to some degree. As a consequence, mass marketing

(One marketing program for all customers) is typically efficient for the product like

cold creams, because cold cream is the product, which is being used by all age

customers, children, male, female, young as well as old age people, thats why it

is useless to develop separate strategy for each customers.

We conducted a research survey in different regions of Pakistan, moving towards

different Markets, Malls, Homes and various areas through which we got to know

the likes and dislikes of our valued customers.

We selected random people asked them their views on different cold creams,

including questions on our competitors, price, and distribution channels and also



tried to see that from which strata they belong through their income levels which

included people from lower class to the upper class.

There are certain pie charts which we have made through our research

We have conducted some sort of surveys to understand customer in a better

way.

TALLY CHARTS

CUSTOMERS ANALYSIS

Customers Tally Frequency

Housewives //// 5

Students //// //// //// /// 18

Professionals //// //// 9

Clerical /// 3

Total 35



This Graph is designed after the conducting survey in different schools, colleges

and universities including BIZTEZ, CBM, KU, DHA College, IQRA, PAF KEIT

this graph actually shows that 51.40% are students who play a major role as

being the customer of cold cream, and on 2nd number there are professionals

people who use cold cream and than housewives 14.20%.

This graph actually helps us to target our right customer for the Facia Cold

Cream as we have came to know that, students are main customers, it helps us

to plan our strategies in right way to right people.

14.20%

51.40%

25.70%

8.50%

CUSTOMER'S ANALYSIS

Housewives

Students

Professionals

Clerical



Point of purchase is an other important factor regarding to customer, as shown in

the above diagram which is designed after a customer survey, which shows that

majority of people whom we are specially targeting, there point of purchase is

super stores and after it they try to reach at Retail store, so this survey give a hint

to locate our product Facia Cold Cream at right place.

Customers Preferences according to Point of Purchase

Stores Tally Frequency

Nearest Retailer //// //// / 11

Super Store //// //// //// 15

Departmental

Store

/// 3

Other //// / 6

Total 35

Customer Analysis According to Point

of Purchase

31.40%

42.80%

8.50%

17%Retail Srore

Super Store

Departmental

Store

Others



Customers Analysis on Importance of Price

Price Tally Frequency

Very Important //// //// 9

Considerable //// //// //// //// 19

Not at All Imp. //// // 7

Total 35

Price is an observable component of the product that results in consumer

purchasing or purchasing it, and at the same time it effects the margin per unit

sold. So it is very necessary to have a crucial look on behavior of the customer

towards the price of the product, as shown in the graph that majority of people

54.20% they see the price factor considerable and 25.70% they assume that

price is very important for them.

25.70%

54.20%

20%

Customer Analysis on Importance of of Price

Very Imp.

Considerable

Not At All



Chapter Four

MARKET RESEARCH

The Global Skin Care Market

Skin Care Products:

Traditionally speaking the skin care market is a huge market. It includes all those

products that are involved in cleaning or caring skin, or concerned with beauty

aspects of skin care. The market contains products like:

1. Skin cleansers

2. Acne creams

3. Skin tonics

4. Skin toners

5. Scrubs

6. Skin masks

7. Herbal creams

8. Special skin products such as

a. Skin whitening cream

b. Anti Wrinkle cream

c. Bleach creams



Usually these various products made available in varieties to suit skin types.

Normally, skin types fall under the following categories:

1. Normal

2. Dry

3. Oily

4. Combination

Global Skin Care Market Trends:

Skin care, historically, can withstand difficult economic times. Because after all,

even during tight times, people have to take care of personal hygiene and Care

of their skin.

Given the variety of products available in the skin care market, and the market

figures globally and the potential offered by the local Pakistani market, the

company, Facia International has decided to launch an excellent brand of Cold

Cream called Facia Cold Cream.

Facia International will only be concentrating on an all purpose Cold Cream

which promises to deliver 100% complete skin care.

Why launch a Cold Cream brand in Pakistan?

Pakistan is a country that its on a path to self-discovery. Increased access of the

public to satellite and TV have opened the eyes of the consumer and have made

them aware of the various products that are out waiting for him in the market.

But apart from the increased awareness, the consumer always has to watchful of

his pocket because these are inflationary times. According to the federal bureau



of statistics, Pakistans inflation has been contained at an annual rate of 3.5% per

annum (during 2002), yet it is no secret that the average basket of goods,

including staple foods and basic health and hygiene products are becoming

expensive as the purchasing power of money goes down.

So, companies like Facia International will have to be careful. Yet at the same

time, we feel that we have an advantage. Skin care can be called a staple

product i.e. item that is purchased with bread and milk. And though prices may

rise and the economy and markets may slump, the market for skin care products

will remain relatively unchanged. And a company with an aptly priced but high

quality product will be able to do good business.

Target Market

Psychographic Market:

The ideal psychographic target market for Facia Cold Cream comprises of

consumers in the middle and upper income physical hygiene, as the use of Cold

Creams falls under personal hygiene. The consumers defining psychological

characteristic is an egotistical need to have healthy and also look beautiful

because skin is considered an integral part of physical beauty, significantly in

women and now also increasingly in men.

Based on research on Karachi city for the launch of Facia Cold Cream, we

came up with the tentative size of our Cold Creams target market.



MARKET OF KARACHI

CATEGORY PERCENTAGE POPULATION

Upper Class 5% 725,000

Upper Middle Class 15% 2,175,000

Middle Class 40% 5,800,000

Lower Middle Class 30% 4,350,000

Lower Class 10% 1,450.000

TOTAL 100% 14,500,000

TARGET MARKET FOR FACIA COLD CREAM

CATEGORY % POPULATION

UPPER MIDDLE CLASS 15% 2,175,000

MIDDLE CLASS 40% 5,800,000

Lower Middle Class 30% 4,350,000

TOTAL 85% 12325000

This chart shows that out of approximate population of around 14000000, roughly 85%

Karachi populace is potential target for our brand Facia Cold Cream.

Demographic Market:

Demographically, the target market for Facia Cold Cream will comprise of men

and women aged between 7 - 65 years. Age of 7 years has been selected as

creates brand loyalty at an early stage, which continues for life resulting in the

brand being recommended for following generations. The income range is

between Rs.12000 per month and above.



Since we are only launching in Karachi, at the moment our target market

represents 85% of the city population.

Geographic Market:

These consumers are found to be geographically segmented in the following

areas of Karachi, Pakistans largest metropolitan city: Clifton, Defence, K.D.A,

P.E.C.H.S, Gulshan-e-Iqbal and Nazimabad.

As the initial test launch of the product is to be in Karachi these areas will form

the core of the target market. After evaluating the success of the test launch the

product will be introduced in the major metropolitan cities of Pakistan namely

Islamabad, Lahore, Peshawar and Quetta.

Market Research:

Facia International is operating in a market that is flooded with many competitors.

Every Cold Cream in the market is offering more or less the same attributes,

healthy Soft skin. At present the breakup of the competitors looks something like

this. .

Ponds

Ponds is one of the most popular brands of Creams in the world loved by women

in more than 100 countries. Ponds have always been on the cutting edge of Skin

care technology being the worlds first to introduce Cold Cream. Ponds was

launched in New York in 1864 and is currently the biggest selling cream in all

over the world. Ponds has seen steady growth over the past ten years that has

helped it develop its extremely strong leadership position based on its promise of

providing consumers with Skin so healthy it Soft.



Fair n Lovely

Fair n lovely is the world's leading Fairness Cream. It has been awarded "the

best fairness cream" by many medical associations including US dermatologists.

In Pakistan, F&L has a 65% market share of Fairness cream segment. It has

consolidated this position since the new Renaissance launch. The new, best ever

formula for Fair n Lovely contains extra moisturizers, which clear away Darkness

and also leave skin looking beautiful.

Nivea

With its unique two in one formula Nivea is another such cream that promises

soft Skin .It has a range of Creams that cater to various Skin types. Dry, oily,

damaged and now even has an offering for skin with wrinkles. Nivea is extremely

popular in all age groups.

Tibet Cream

One of the most popular brands to be produced locally. Tibet is currently leading

the pack with the largest in market share. Its one of the leading Local cream that

promises fair complexion and pimple free skin. It is comparatively very cheep and

is basically used by the lower class because of its cheapness.



Competitive Price Analysis:

Research shows that the growth rate of the Cold Cream industry in Pakistan is

7% per annum.

Comparison o Prices (Rupees) of Competing Cold Creams

5ml 30ml 60ml 70ml 100ml 150ml

Ponds 10.00 (8ml) 30.00 60.00 ----- 90.00 130.00

Nivea ----- ----- 70.00 ----- ------ 130.00

Tibet ----- ----- 22.00 ----- 35.00 -----

Fair &

Lovely

----- ----- ----- 65.00 ----- -----

Dove ----- 30.00 ----- 70.00 ----- 150.00

Garnier ----- ----- 240.00 ----- ----- -----

Caresse ----- ----- 60.00 ----- 90.00 -----

GAP Analysis

Facia International believes in a philosophy of constantly improving its product

quality. Catering to the upscale market, the company believes it is essential to

understand the psychology of the affluent consumer who wants to be pampered

and made more beautiful and then cater to these needs.

Due to this philosophy, the company conducted a survey with the purpose of

learning more about the needs of the consumers and their requirements. The

results of the survey were quiet enlightening for us. We learned new facts, which

we had not considered in our initial brain storming sessions that we conducted

with out experts.



Following are the pieces of information that we learned. These points have given

the bases for our unique selling point and have helped position our brand with

other competitors.

1. We learned that the people we should be targeting are from the upper

middle-income group, which earn Rs 25000, and above.

2. This group is very brand conscious and is very particular about the type

of Cold Cream they want to use.

3. The group is willing to pay from Rs 80 to Rs 120 for a good quality brand

conscious Cold Cream

4. Majority of the group has skin from normal to dry

5. They care more about their skin, which means that they are more health

conscious towards their skin rather then the beauty aspect of it.

Based on these observations, once can say that the current market is lacking in a

Cold Cream which really looks at the health of the skin. Top brands like Ponds,

Tibet, Nivea or Care concentrate more on the beauty of the skin, meaning how

they would look. They portray an image of Soft and beautiful skin, which is

considered to be a symbol of beauty. The people who are working and have a

very busy life style dont have much time to spend on their skin and therefore

would prefer something which would keep their skin healthy enough. There are

products in the market which offer solutions to problem skin but they are either

dealing in totally medicated Cold Creams which has too much of chemical or they

are dealing with specific problems.

We have shown the comparison in the form of Positioning Matrix, comparing the

position of other major brands in the market.



SWOT Analysis

Strengths:

Facia heralds from a line of products that are well established in the market. The

company has in the past offered high quality products that have been well

received in the market. Thus the goodwill of the company will definitely help the

product be easily accepted in the market.

Weaknesses:

Being a new product it will face tough competition from brands such as Ponds,

Care, Nivea etc. carving a niche for itself in the market will be quite a task for the

product.

Opportunities:

The market place has drastically changed over the last few years. People have

become more health and beauty conscious. The product therefore will appeal to

a lot .Of people that looking for the additional edge. Something that promises not

only healthy skin but skin that Soft and beautiful as well.

Threats:

The existing brands are well-established names in the market. Breaking their

hold in the market would be extremely difficult and could spell high advertising

and promotional costs if not handled properly



Chapter Five

COMPETITOR ANALYSIS

Competitor analysis has received more attention in recent years. In slow growth

market, sales growth must come from the competitors. With the shorter product

life cycle, product manager must recoup the investment in the shorter period of

time. It would be mistake to assume that competitor intelligence gathering is only

for large organizations, in fact small companies can profit from each small

activity.

Why dont all firms have a formal reporting system designed to collect and

analyze information about competitor? After all in some companies managers

are trained to make competitive intelligence gathering every one business. There

are can be many reasons to not collect the competitor information. May be

company is overconfidence about product; it can also reduce the willingness to

collect the competitor information. A second reason can be for insensitivity to

competition is uncertainty about where to collect the necessary information and

how to analyze it. It may be an ethical consideration, fear that either illegal

methods or dirty tricks have to be used in order to obtain information.

In Context with competitor analysis topic, we have visited different cold Creams

companies and we asked them different questions regarding their competitor

intelligence. We are just mentioning here our Visit to UNILEVER for Ponds Cold

Cream.



Market Information:

Unilever have quantitative and qualitative research teams called CMI; they study

different portfolios of the players that are in the market and their different ways

like how they capture the markets. Unilever have the research people in every

department. AC nilson is the research company who do a major portion of

research for us. And Unilever makes researches for a particular brand, and for

this Unilever considers the trend share the market share value market share.

How they get:

ATP is the advertising tracking program in particular category u see that what

your competitors are doing on advertising side. You test their benchmarks,

different economic groupsdifferent lifestyles and people from all sorts of

income levels. This tracking of information never stops and remains continuous

throughout the phase.

AD is the post analysis, in this they analyze the sales volume, retail audits and

through the market analysis they check that what share our brand is having in the

entire market. For that they make the value pyramids.

Strategies:

A brand has a brand key. Once the brand key is set it never changes. In brand

key they set the value of that brand, target the markets for that brand, and design

the brand personality. for that they also make BMP thats Brand market plan in

that they chalk down all the strategies related to that brand keeping in mind all

the aspects these strategies gets change after 4-5 years.

Local players are doing pretty good job in the market. Ponds is a pioneer and its

been there from years it has strong equity because people has the trust over it.



Print media has added up the value to it. With time to time we add up different

innovative ideas to it that is making it more valuable. There are so many players

coming up with fairness creams that Fair and lovely left the space voluntarily.

Market dynamics. It has to be profitable. they never opt for those options which

are not profitable, they never compromise on quality but profit is what we seek for

because its over all a profit-oriented organization.

Success of the brand:

Awareness that people should have and this makes the assurance of its re-

purchase. Market share determines the success of the brand they have the

example of Huggies which have captured the 3% of market share in just 5

months. Fair and lovely is for young gals and when we look at Ponds its a

straight premium cold cream

Pricing strategy: Analyze your competitor price. Price elasticity is very

important. You come up with a bit lower price as compare to your competitor in

the market. They also set price seeing the number of market players in the

market with respect to the sustainable price. It is also set by looking at the prices

of the raw materials, fuels, and overheads as well as considering the fixed costs

+ variable costs + the production costs.

They stop the production of the cold cream in summer, once the season is out

they stop producing it in large quantities.

TOP-MOST ELEMENTS:

Product availability, skin testing, sampling, consumer promotions, value for

money and cross-consumer promotions are the top most elements they keep in

mind when launching a product in urbanized cities and even after the launching



of the product they continuously work on these elements to improve the quality of

our product but the elements arent limited the more you go in detail the more

you get to know about some more elements.

Channels of distribution

They are different channels for each product like for ice cream its different and

for FMCG products there are different channels.

Ponds has no local competitor. The imported Ponds is the biggest competitor of

itself sharing the most of the markets share.

To the imported products, sold in the market They call them as GREY products

because they are the ones smuggled from Iran, Afghanistan or India. Retailers

sell them because on these Grey products they get a good profit margin.

Forecasting:

Again their Quantitative teams are there and they forecast after calculating all the

risks that are involved in launching a new product. They consider a lot of

elements like weather conditions, economical ups and downs because you have

to be very cautious when the investment is too much and this is what we at

Unilever do the same, before taking the final decisions they consider all the

factors involve and then only they are able to forecast the right markets, the right

customers and the right prices for their product.



Chapter: Six

MARKETING STRATEGY

Marketing Objectives

Facia International outlined the following key marketing objectives for launching

its new product Facia Cold Cream. These objectives have been planned for a

period of three years from the date of launching.

Based on concrete performance evaluations to be carried out continually, these

objectives will be tested for their success or failure on an ongoing basis and

modified accordingly.

1 To introduce Facia Cold Cream in the initial test market which comprises of

Karachi city. Achieve a 5% share of Karachis market in terms of unit sales

by the end of the first year.

2 To expand the target market from Karachi to include Hyderabad, Quetta,

Lahore, Islamabad, and Peshawar in the second year.

3 To achieve a total market share of 11% nationwide at the end of the 2nd year.

4 Following the success of Facia Cold Cream in the major metropolitan cities

of Pakistan, our company aims to attain share of 19% by the end of the third

year, in the Pakistani market.



5 The launch is expected to take place in January 2008. So, the company will

be launching production and undertaking certain marketing initiatives at least

3 months before the settled launch date.

Performance

Standard For Facia

Cold Cream

Year 1 Year 2

Industry Volume (ltr) 4,725,000 5,055,750

Khi Mrkt. Volume (ltr)

Estimated at 45% of

industry

2,126,250 227,5088

Industry Growth Rate 7%

Khi Mrkt Nationwide

Facias Mrkt Shr (%) 5% 11%

Facia 's Mrkt Share (ml) 106,313,000 250,260,000

Facia Product Allocation

Bottle - 100ml (70% of total vol)



74,419,100

15,946,950

10,631,300

175,182,000

37,539,000

25,026,000

Sachet -5ml (5 % of total vol) 5,315,650 12,513,000

Total of Units available for sale

Bottles (100ml)

Bottles (60ml)

744,191

265,783

1,751,820

625,650



Bottles (30ml) 354,377 834,200

Sachets (5ml) 1,063,130 2,502,600

Wastage of product (various

reasons) Bottles Packs

(100 ml)

(60ml)

(30ml)

300

300

600

260

260

520

Sachets Packs (5ml) 1800 1560

Free giveaways for promo *

Bottles (30ml) 5000 approx No decision yet

Sachets (5ml) 150,000 approx No decision yet

Assumptions:

1 Current industry tonnage is estimated from market sources

2 Growth rate of industry is expected to be 7% per annum.

3 Wastage element has been taken as a calculated estimate, because

operations are not error free for any concern, no matter how efficient it may

be. Wastage can be due to number of reasons, such as:

4 Problem at factory e.g. composition of Cold Cream formula goes

bad due to excessive heat etc.

5 Theft by staff at production facility

6 Loss/Damage during transport to market from factory etc

7 For calculation of free giveaways units, please see the promotional activities

section.



Marketing Mix

Product:

Facia Cold Cream is an advanced formula Cold Cream. Its composition is such

that it already includes sunscreen in the right quantity. So that at the end of the

day, the consumer can get 100% care for his skin and leave the users skin soft,

supple and beautiful.

.

The product is offers excellent COLD CREAM + SUN SCREEN, in one bottle.

Pricing:

Facia International has decided to price 100 ml bottle at Rs 93 /- and the 5 ml

Sachet Pack at Rs 5.00/. The cost break-up is given below.



PRICING SCHEDULE FOR FACIA COLD CREAM

ITEM (% ) Bottle

pack 100

ml

Bottle

pack 60 ml

Bottle

pack 30 ml

Sachet

Pack 5 ml

Ex - factory

Cost

30 Rs. 22.5 Rs.15 9 1.5

Packaging 7 5.25 3.5 2.1 0.35

Promotion 24 18 12 7.2 1.2

Profit 7 5.25 3.5 2.1 0.35

Retailers

Commission

9 6.75 4.5 2.7 0.45

Distributors

Commission

8 6 4 2.4 0.4

Sales Tax 15 11.25 7.5 4.5 0.75

Final Sale Price 100% Rs.75.00 Rs.50.00 30.00 Rs.5.00

Packaging:

Facia Cold Cream will stand out on the shelf due to its unique shaped

package. The plastic bottle is environmentally friendly. The packaging design

and color is also pleasing and soothing for the eye.

.



Competitive Edge:

Our competitive advantage is Price. We will be targeting the market with lower

price as compared to other Cold Cream brands present in the market, both local

and international.

The company feels that pried at Rs 80/- for 100 ml pack, Rs 60/- for 60 ml pack,

Rs 45/- for 30ml pack and at Rs 5 for the sachet pack, our brand will be able to

break into the market of the established Cold Cream brands. Our brand will

deliver value via the promise that Facia Cold Cream - 100% care for your

skin.

Distribution:

Facia Cold Cream will be distributed through a combination of push and pull

strategies:

Push strategy: This will be used to stimulate demand in the distribution

channels by providing incentives to retailers, wholesalers and distributors.

Facia Cold Cream will be supplied directly to the distributor as orders are

placed, this will enable the Company to maintain minimum inventory thus

lowering costs. The retailer will deal with the distributor and place orders

with them directly. The company will offer handsome retailer commission

as incentive to the leading retail stores of the city. As a further incentive,

the company will also implement the 12+1 plan which gives a free pack to

the retailer for every 12 packs sold.

Pull strategy: Our company will pull Facia Cold Cream through the

distribution channels by making extensive use of an aggressive



advertising campaign covering a variety of media in order to reach directly

to the consumer.

Selection of Distributors for Facia Cold Cream:

Selection of the right distributors is absolutely crucial. Wrong channeling can lead

to total chaos. The company has decided to select distributors based on the

following criteria.

The distributor should be well established and have adequate financial

resources.

The distributor should have the necessary knowledge of distributing Cold

Cream to the target market.

The distributor should have the Right Infrastructure that is, Human

Resources to transport and take our brand to the market, having proper

storage and warehousing facilities with transportation aspect to be kept in

mind.

He should not have been handling accounts of competing brand i.e. Ponds or

Tibet Cold Cream.

Distribution Channels for Facia Cold Cream:

We will be using retailers as well as wholesalers for pushing our brand in

Karachi. We intend to target the following:

Supermarket and retail markets (e.g. Aghas , Naheed, EBCO, D mart etc)

Corner Shops and utility stores

Weekly bazaars

Petrol stations & convenience Outlets ( e.g. Shell Select Outlets)

Pharmacies (e.g. Sanis ,Mideast, Time Medicos, Kosar Medicos etc)



Distribution Regions for Facia:

For ease of managing distribution operations, the company has decided to divide

Karachi into the following zones:

Districts Areas

District Malir Malir Cantt.

District South Clifton, Defence and retail outlets at hotels

District West Lalazar Colony, etc.

District Central North Nazimabad, some areas of Nazimabad & F.B. Area

District East P.E.C.H.S., S.M.C.H.S., K.D.A. Scheme No.1,

Bahadurabad, Mohd. Ali Society, D.M.C.H.S., Al-Hilal

Society, Gulistan-e-Jauhar and Gulshan-e-Iqbal

Promotion:

Promoting a new brand is always tricky because until and unless it is promoted in

the proper way, using the mot effective mediums, it may just be a failed

product!

Facia International has devised a careful and intensive program for the promotion

of Facia Cold Cream in which we have planned to use a balanced mix of a

variety of media and many special and exclusive activities have also being

planned to create a lasting impression about the brand.



Brand Positioning

Facia Cold Cream - Positioning Strategy

Cold Cream is generally accepted to be

a product which is recession and inflation resistant.

However, elements like the proper target audience

Their frame of reference and point of difference will

Have to be carefully considered in order to draft the

Right positioning strategy for Facia Cold Cream.



Positioning Statement:

Facia Cold Cream has been positioned as an ideal Cold Cream, better than the

others as it provides 100 care for the users skin, i.e. complete skin care at an

unbeatable price!

Positioning Matrix comparing the type of Skin

Good Quality

Low Price

Bad Quality

High Price

Facia Shampo

o

Care

Fair & Lovely Nivea

Tibet

Dove

Garnier

Caresse

Ponds



Chapter Seven

ADVERTISEMENT

Advertising Objectives:

The company has set specific objectives for each stage of Facia Cold Creams

life cycle. They are highlighted below:

Introductory Stage Objectives

At the introductory stage of the products life-cycles, Facia s advertising aims at

near-term sales by moving the prospect, step-by-step, closer to a sale. Thus,

when confronted with a buying situation the customer will ask for, reach for, or

accept the advertised brand. To attain this end the following objectives were

formulated:

1 Create secondary demand for Facia Cold Cream

2 Create awareness of existence of Facia Cold Cream

3 Create brand image or favorable emotional disposition toward Facia

Cold Cream

4 Implant information or attitude regarding benefits and superior features

of Facia Cold Cream

5 Combat or offset competitive claims.



6 Build familiarity and easy recognition of package and trademark.

Growth Stage Objectives

During the growth stage of the product life-cycle, advertising for Facia Cold

Cream will aim at increasing sales by following these objectives:

7 Build confidence in company and brand which is expected to have

future dividends.

8 Build customer demand, which will place Our company in a stronger

position in relation to its distribution channels.

9 Secure universal distribution.

10 Hold Facias present customers against the inroads of competition.

11 Convert competitive users to Facia.

12 Cause people to specify Facia Cold Cream, instead of asking for just

any other Cold Cream.

13 Convert non-users into users of Facia Cold Cream

Maturity Stage Objectives

During Facias maturity stage advertising will seek to attain the following

objectives:

14 Make Cold Cream customers of occasional or sporadic customers.

15 Persuade customers to buy multiple units.

16 Remind users to buy.

17 Encourage greater frequency or quantity of use.

18 Establish a reputation platform for launching new brands or product

lines.



19 Establish brand recognition and acceptance, which will enable the

company to open up new markets.

Advertising Strategy :

The advertising strategy is determined by the advertisers use of the creative mix.

The creative mix is composed of four main elements:

1. The target audience: This is the specific group of people the

advertising will approach. It may or may not be the same as the target

market. Facia s target audience will thus include men, women and children.

Moreover, parents who are usually the actual purchasers of grocery items like

will also form the target audience in order to remind them of Facia at the time

of purchase.

2. The Product Concept: This refers to the bundle of values the product

is intended to represent to the customer. Facia s product concept is that of a

complete Cold Cream, which combines complete skin, care.

3. Communications Media: These are the vehicles used to transmit the

advertisers message. Facia s communication media will include Broadcast,

Published, Point- of-Purchase and Outdoor media.

4. Advertising Message: This is what the company plans to say in its

advertisements and how it plans to say it. Facia Cold Creams advertising

message will focus on breeding confidence by providing complete skin care

so that the user has healthy and soft skin.



5. Language & Punchline: The ads in the broadcast media will be in

English - Urdu mix to get maximum reach amongst all types of audience.

6. The tag line or punch line is Let us nourish you naturally.. This message

will also be re-enforced with the line

Facia Cold Cream ----- apki skin ke bharpor dekh bhal ke leye

The ads in all other media will also be in English - Urdu (mix language) to get

maximum reach amongst all types of audience.

Scheduling of the Advertising

Scheduling refers to the timing of the promotion expenditures or the sequencing

of promotions within a time-period.



Few of them are:

Massing

Flighting

Pulsing, and

Even-scheduling

For Facia Cold Cream, the company has selected flighting because it involves

irregular scheduling ads in bursts for short periods of time within a year,

separated by periods of time with no advertising.

The company thinks that it is the best way for the company to schedule its

advertising because we will be able to capture attention for our brand this way.

Secondly, it will also allow repetition after intervals will allow retention of our

brand in the minds of the people.

Facia Cold Cream will be promoting heavily in the first few months because of

the introductory phase of the product. With the passage of the product life cycle,

looking at the position of our product in the market, we can change the way we

have to schedule our advertising budget.

Broadcast Media

Television

Our company will use television advertising, on top domestic channels: PTV

Network, Indus TV and GEO Network, Hum Tv It will advertise Facia Cold Cream

aggressively on television because we feel that channel wise these two can

provide us the most apt and regular coverage for our product. We feel that TV is

a powerful medium and can offer us the following advantages:



Audio and Visual support: Seeing believes and nothing shows it better

than television in terms of the mass media. Thus Facia can be shown to be

actually more effective than other Cold Creams. The basic message conveyed

through TV will be a Cold Cream for all your needs.

High Penetration: Television advertisements have the advantage of

being able to reach the greatest number of people at a time. Moreover, majority

of the target market comprises of young adults who are regular TV enthusiasts,

thus the penetration of this medium will be the highest of all media.

Geographic Selectivity: The Company can attain a high degree of

geographic selectivity by using the different television channels to geographically

segment their target market. Using different time slots according to program

popularity for that region will do this.

The disadvantages of using TV such as clutter perish ability and high cost will be

overcome by Our company by using program sponsorship, increasing frequency

and achieving low cost per person. Both 30 second and 15 second insertions will

be run simultaneously in the beginning in order to create a relationship between

the two different formats of the same advertisement.

Moreover, when introducing the product in Karachi, the company will be using

nationwide advertising to create awareness of the new product in its future target

markets as well.

At this stage a disclaimer will be inserted in the advertisements on the national

network indicating that the product is currently available in Karachi only in order

to reduce confusion among the viewers.



BROADCAST NETWORK

TELEVISION CHANNELS

HUM TV

Week Per Week

Insertions

Duration Spot Rate Total Cost

Week 1 6 (d) x 7 = 42 30 Seconds Rs.15,875/

-

Rs.666,750

Week 2 42 30 Seconds Rs.15,875/

-

Rs.666,750


-

Rs.666,750


-

Rs.666,750

Week 5 5(d) x 7 = 35 30 Seconds Rs.15,875/

-

Rs.555,625


-

Rs.555,625

Week 7 4(d) x7 = 28 30 Seconds Rs.15,875/

-

Rs.444,500


-

Rs.444,500


-

Rs.444,500


-

Rs.444,500




-

Rs.444,500


-

Rs.444,500

Week 13 3(d) x 7= 21 30 Seconds Rs.15,875/

-

Rs.333,375


-

Rs.333,375


-

Rs.333,375


-

Rs.333,375


-

Rs. 222,250


-

Rs. 222,250


-

Rs. 222,250


-

Rs. 222,250


-

Rs. 111,125


-

Rs. 111,125


-

Rs. 111,125

Week 24 7 30 Seconds Rs.15,875/ Rs. 111,125



-


-

Rs.666,750


-

Rs.666,750


-

Rs.666,750


-

Rs.666,750

Week 29 5(d) x 7 = 35 30 Seconds Rs.15,875/

-

Rs.555,625


-

Rs.555,625

Week 31 4(d) x7 = 28 30 Seconds Rs.15,875/

-

Rs.444,500


-

Rs.444,500


-

Rs.444,500


-

Rs.444,500


-

Rs.444,500


-

Rs.444,500


-

Rs.333,375




-

Rs.333,375


-

Rs.333,375


-

Rs.333,375


-

Rs. 222,250


-

Rs. 222,250


-

Rs. 222,250


-

Rs. 222,250


-

Rs. 111,125


-

Rs. 111,125


-

Rs. 111,125


-

Rs. 111,125


-

Rs.666,750


-

Rs.666,750

Week 51 42 30 Seconds Rs.15,875/ Rs.666,750



-


-

Rs.666,750

GRAND

TOTAL

Rs.20,891,500



PTV Network

Week PTV Spots Insertions Duratio

n

Cost/inserti

on

Total Cost

Week

1

After News

Headlines in

Khabarnama

7 30 sec. Rs.41,980 Rs.293,860

Time Spot before

Khas Khas

Khabrain

7 30 sec. Rs.31,485 Rs.220395

Prime Time 15 30 sec. Rs.31,485/- Rs.472,275

Week

2

After News

Headlines in

Khabarnama

7 30 sec. Rs.41,980/- Rs.293,860

Time Spot before

Khas Khas

Khabrain

7 30 sec. Rs.31,485/- Rs.220,395


Week

3

After News

Headlines in

Khabarnama

7 30 sec. Rs.41,980/- Rs.293,860

Time Spot before

Khas Khas

Khabrain

7 30 sec. Rs.31,485/- Rs.220,395

Prime Time 15 30 sec. Rs.31485/- Rs.472,275

Week

4

After News

Headlines in

Khabarnama

7 30 sec. Rs.41,980/- Rs.293,860



Time Spot before

Khas Khas

Khabrain

7 30 sec. Rs.31,485/- Rs.220,395


Week

5

Spots before/after

a specified

program

6 30 sec. Rs.20,990/- Rs.125,940


Week

6

After News

Headlines in

Khabarnama

7 30 sec. Rs.41,980/- Rs.293,860


Week

7


Time Spot before

Khas Khas

Khabrain

6 30 sec. Rs.31,485/- Rs.188,910

Week

8

Spots before/after

a specified

program

5 30 sec. Rs.20,990/- Rs.104,950

After News

Headlines in

Khabarnama

5 30 sec. Rs.41,980/- Rs.209,900

Week

9

After News

Headlines in

Khabarnama

5 30 sec. Rs.41,980/- Rs.209,900

Time Spot before 5 30 sec. Rs.31,485/- Rs.157,425



Khas Khas

Khabrain


Week

10

Spots before/after

a specified

program

6 30 sec. Rs.20,990/- Rs.125,940

After News

Headlines in

Khabarnama

5 30 sec. Rs.41,980/- Rs.209,900

Time Spot before

Khas Khas

Khabrain

4 30 sec. Rs.31,485/- Rs.125,940

Week

11


After News

Headlines in

Khabarnama

5 30 sec. Rs.41,980/- Rs.209,900

Week

12

Spots before/after

a specified

program

6 30 sec. Rs.20,990/- Rs.125,940

After News

Headlines in

Khabarnama

5 30 sec. Rs.41,980/- Rs.209,900



Week

13

Prime Time

After News

Headlines in

Khabarnama

15 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 472,275

Rs. 293,860

Week

14

Prime Time After

News Headlines

in Khabarnama

15 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 472,275

Rs. 293,860

Week

15

Prime Time After

News Headlines

in Khabarnama

15 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 472,275

Rs. 293,860

Week

16

Prime Time After

News Headlines

in Khabarnama

15 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 472,275

Rs. 293,860

Week

17

Prime Time After

News Headlines

in Khabarnama

15 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 472,275

Rs. 293,860

Week

18

Prime Time After

News Headlines

in Khabarnama

15 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 472,275

Rs. 293,860

Week

19

Prime Time After

News Headlines

in Khabarnama

7 7 30

secs

30

Rs. 31,485

Rs. 41,980

Rs. 222,915

Rs. 293,860



secs

Week

20

Prime Time After

News Headlines

in Khabarnama

7 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 222,915

Rs. 293,860

Week

21

Prime Time After

News Headlines

in Khabarnama

7 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 222,915

Rs. 293,860

Week

22

Prime Time After

News Headlines

in Khabarnama

7 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 222,915

Rs. 293,860

Week

23

Prime Time After

News Headlines

in Khabarnama

7 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 222,915

Rs. 293,860

Week

24

Prime Time After

News Headlines

in Khabarnama

7 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 222,915

Rs. 293,860

Week

25

After News

Headlines in

Khabarnama

7 30 sec. Rs.41,980 Rs.293,860

Time Spot before

Khas Khas

Khabrain

7 30 sec. Rs.31,485 Rs.220395




Week

26

After News

Headlines in

Khabarnama

7 30 sec. Rs.41,980/- Rs.293,860

Time Spot before

Khas Khas

Khabrain

7 30 sec. Rs.31,485/- Rs.220,395


Week

27

After News

Headlines in

Khabarnama

7 30 sec. Rs.41,980/- Rs.293,860

Time Spot before

Khas Khas

Khabrain

7 30 sec. Rs.31,485/- Rs.220,395


Week

28

After News

Headlines in

Khabarnama

7 30 sec. Rs.41,980/- Rs.293,860

Time Spot before

Khas Khas

Khabrain

7 30 sec. Rs.31,485/- Rs.220,395


Week

29

Spots before/after

a specified

program

6 30 sec. Rs.20,990/- Rs.125,940


Week After News 7 30 sec. Rs.41,980/- Rs.293,860



30 Headlines in

Khabarnama


Week

31


Time Spot before

Khas Khas

Khabrain

6 30 sec. Rs.31,485/- Rs.188,910

Week

32

Spots before/after

a specified

program

5 30 sec. Rs.20,990/- Rs.104,950

After News

Headlines in

Khabarnama

5 30 sec. Rs.41,980/- Rs.209,900

Week

33

After News

Headlines in

Khabarnama

5 30 sec. Rs.41,980/- Rs.209,900

Time Spot before

Khas Khas

Khabrain

5 30 sec. Rs.31,485/- Rs.157,425


Week

34

Spots before/after

a specified

program

6 30 sec. Rs.20,990/- Rs.125,940

After News

Headlines in

Khabarnama

5 30 sec. Rs.41,980/- Rs.209,900



Time Spot before

Khas Khas

Khabrain

4 30 sec. Rs.31,485/- Rs.125,940

Week

35


After News

Headlines in

Khabarnama

5 30 sec. Rs.41,980/- Rs.209,900

Week

36

Spots before/after

a specified

program

6 30 sec. Rs.20,990/- Rs.125,940

After News

Headlines in

Khabarnama

5 30 sec. Rs.41,980/- Rs.209,900

Week

37

Prime Time After

News Headlines

in Khabarnama

15 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 472,275

Rs. 293,860

Week

38

Prime Time After

News Headlines

in Khabarnama

15 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 472,275

Rs. 293,860

Week

39

Prime Time After

News Headlines

in Khabarnama

15 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 472,275

Rs. 293,860

Week Prime Time After 15 7 30 Rs. 31,485 Rs. 472,275



40 News Headlines

in Khabarnama

secs

30

secs

Rs. 41,980 Rs. 293,860

Week

41

Prime Time After

News Headlines

in Khabarnama

15 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 472,275

Rs. 293,860

Week

42

Prime Time After

News Headlines

in Khabarnama

15 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 472,275

Rs. 293,860

Week

43

Prime Time After

News Headlines

in Khabarnama

7 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 222,915

Rs. 293,860

Week

44

Prime Time After

News Headlines

in Khabarnama

7 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 222,915

Rs. 293,860

Week

45

Prime Time After

News Headlines

in Khabarnama

7 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 222,915

Rs. 293,860

Week

46

Prime Time After

News Headlines

in Khabarnama

7 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 222,915

Rs. 293,860



Week

47

Prime Time After

News Headlines

in Khabarnama

7 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 222,915

Rs. 293,860

Week

48

Prime Time After

News Headlines

in Khabarnama

7 7 30

secs

30

secs

Rs. 31,485

Rs. 41,980

Rs. 222,915

Rs. 293,860

Week

49

After News

Headlines in

Khabarnama

7 30 sec. Rs.41,980 Rs.293,860

Time Spot before

Khas Khas

Khabrain

7 30 sec. Rs.31,485 Rs.220,395


Week

50

After News

Headlines in

Khabarnama

7 30 sec. Rs.41,980/- Rs.293,860

Time Spot before

Khas Khas

Khabrain

7 30 sec. Rs.31,485/- Rs.220,395


Week

51

After News

Headlines in

Khabarnama

7 30 sec. Rs.41,980/- Rs.293,860

Time Spot before 7 30 sec. Rs.31,485/- Rs.220,395



Khas Khas

Khabrain


Week

52

After News

Headlines in

Khabarnama

7 30 sec. Rs.41,980/- Rs.293,860

Time Spot before

Khas Khas

Khabrain

7 30 sec. Rs.31,485/- Rs.220,395


GRAND TOTAL RS.33,404,340



GEO T.V.

Wk Geo Spots Insertion

s

Duratio

n

Cost/in

sertion

(Rs.)

Total Cost

1 7 a.m - 3.59 p.m. 4 (d) x 7 30 sec. 5,000 Rs. 105,000

7.00p.m. - 8.00

p.m.

2(d) x 7 30 sec. 14,500 Rs. 203,000

8.00 p.m. - 9.oo

p.m.

3 (d) x 7 30 sec. 20,000 Rs. 420,000

2 7 a.m - 3.59 p.m. 3 (d) x 7 30 sec. 5,000 Rs. 105,000

7.00p.m. - 8.00

p.m.

2(d) x 7 30 sec. 14,500 Rs. 203,000

8.00 p.m. - 9.oo

p.m.

2 (d) x 7 30 sec. 20,000 Rs. 280,000

3 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000

7.00p.m. - 8.00

p.m.

2(d) x 7 30 sec. 14,500 Rs. 203,000

8.00 p.m. - 9.oo

p.m.

2 (d) x 7 30 sec. 20,000 Rs. 280,000

4 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000

7.00p.m. - 8.00

p.m.

2(d) x 7 30 sec. 14,500 Rs. 203,000

8.00 p.m. - 9.oo 2 (d) x 7 30 sec. 20,000 Rs. 280,000



p.m.

5 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000

7.00p.m. - 8.00

p.m.

2(d) x 7 30 sec. 14,500 Rs. 203,000

8.00 p.m. - 9.oo

p.m.

2 (d) x 7 30 sec. 20,000 Rs. 280,000

6 7 a.m - 3.59 p.m. 2 (d) x 7 30 sec. 5,000 Rs. 70,000

7.00p.m. - 8.00

p.m.

2(d) x 7 30 sec. 14,500 Rs. 203,000

8.00 p.m. - 9.oo

p.m.

2 (d) x 7 30 sec. 20,000 Rs. 280,000

7 8.00 p.m. - 9.oo

p.m.

2 (d) x 7 30 sec. 20,000 Rs. 280,000

8 8.00 p.m. - 9.oo

p.m.

2 (d) x 7 30 sec. 20,000 Rs. 280,000

9 8.00 p.m. - 9.oo

p.m.

2 (d) x 7 30 sec. 20,000 Rs. 280,000

10 8.00 p.m. - 9.oo

p.m.

2 (d) x 7 30 sec. 20,000 Rs. 280,000

11 8.00 p.m. - 9.oo

p.m.

2 (d) x 7 30 sec. 20,000 Rs. 280,000

12 8.00 p.m. - 9.oo

p.m.

2 (d) x 7 30 sec. 20,000 Rs. 280,000



13 8.00 p.m. - 9.oo

p.m.

1 (d) x 7 30 sec. 20,000 Rs. 200,000

14 8.00 p.m. - 9.oo

p.m.

1 (d) x 7 30 sec. 20,000 Rs. 200,000

15 8.00 p.m. - 9.oo

p.m.

1 (d) x 7 30 sec. 20,000 Rs. 200,000

16 8.00 p.m. - 9.oo

p.m.

1 (d) x 7 30 sec. 20,000 Rs. 200,000

17 8.00 p.m. - 9.oo

p.m.

1 (d) x 7 30 sec. 20,000 Rs. 200,000

18 8.00 p.m. - 9.oo

p.m.

1 (d) x 7 30 sec. 20,000 Rs. 200,000

19 8.00 p.m. - 9.oo

p.m.

1 (d) x 7 30 sec. 20,000 Rs. 200,000

20 8.00 p.m. - 9.oo

p.m.

1 (d) x 7 30 sec. 20,000 Rs. 200,000

21 8.00 p.m. - 9.oo

p.m.

1 (d) x 7 30 sec. 20,000 Rs. 200,000

22 8.00 p.m. - 9.oo

p.m.

1 (d) x 7 30 sec. 20,000 Rs. 200,000

23 8.00 p.m. - 9.oo

p.m.

1 (d) x 7 30 sec. 20,000 Rs. 200,000

24 8.00 p.m. - 9.oo

p.m.

1 (d) x 7 30 sec.

product development - facia cold cream (final report) 2007

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