INTORDUCTION

ABOUT OUR COMPANY

Procter & Gamble Co. (P&G, NYSE: PG) is a Fortune 500, American global corporation based in Cincinnati,
Ohio, that manufactures a wide range of consumer goods. As of 2008, P&G is the 6th largest corporation in the
world by market capitalization and 14th largest US Company by profit. It is 10th in Fortune's Most Admired
Companies list (as of 2007). P&G is credited with many business innovations including brand management, the
soap opera, and "Connect & Develop" innovation.

According to the Nielsen Company, in 2007 P&G spent more on U.S. advertising than any other company; the
$2.62 billion it spent is almost twice as much as General Motors, the next company on the Nielsen list. P&G was
named 2008 Advertiser of the Year by Cannes International Advertising Festival.

Three billion times a day, P&G brands touch the lives of people around the world. Our corporate tradition is rooted
in the principles of personal integrity, respect for the individual and doing what's right for the long-term.

OUR PURPOSE
We will provide branded products and services of superior quality and value that improve the lives of the world's
consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit
and value creation, allowing our people, our shareholders and the communities in which we live and work to
prosper.

OUR COMMITMENT
Improving the lives of consumers worldwide is about more than just great products. It's about taking responsibility
for improving our communities around the world through the work we do, as a Company and as individuals.

VALUES

1
PRINCIPLES

We show respect for all individuals. The interests of the company and the individual are inseparable. We are
strategically focused in our work. Innovation is the cornerstone of our success. We are externally focused. We
value personal mastery. We seek to be the best. Mutual interdependency is a way of life.

HISTORY

In 1837, Procter and Gamble was founded in Cincinnati by William Procter, a candle maker, and brother-in-law
Gamble, a soap maker. Their joint venture started one of the most influential companies in all American industry.
The company's first product was Ivory soap, introduced in 1879.

For generations, Procter and Gamble has been built by scientists and consumer researchers; the latter finding out
what the public wants and needs, and the former improving upon old products or inventing new ones to match
these needs and desires.

Several products were developed during the time period when William Procter's son, William Alexander Procter,
took over the company (1890-1907.) William Cooper Procter began working in the company in 1883 and served as
president of the company from 1907-1930. During this time, the company's sales rose from $20 million to $200
million. This was a period of growth in which the company built several plants: five in the United States, one in
Canada, and one in England.

William Cooper Procter was a pioneer in many labor relation reforms. Procter and Gamble became the first
American company to give half holidays on Saturdays and set up a profit-sharing plan in the same year. Company
policy was reworked in 1920, so that all employees were guaranteed 48 weeks of work per year. Other firsts
include a disability pension plan, a life insurance plan, and employee representation on the board of directors.

Today, P&G; goods are found in 98 percent of all American households. With additional products are sold
worldwide, from the Arabian Peninsula to Argentina to India, the company remains committed to marketing
superior products.

2
BUSINESS SEGMENTS

P&G had started as a soap and candle manufacturing company. Over the years, it had diversified into many
businesses. The company had divided its entire business into five segments: Laundry and Cleaning, Paper, Beauty
Care, Food and Beverage, and Health Care.

Business Segments

SEGMENTS PRODUCTS IMPORTANT

BRANDS

Laundry and Laundry detergents and bleaches, fabric Ariel, Bounce, Cascade,
Cleaning conditioners, household cleaners and Mr. Clean, Febreze,
dishwashing detergents. Dryel.

Paper Diapers, facial tissue, toilet tissue, paper Pampers, Luvs, Always,
towels, baby wipes, feminine protection. Whisper.

Beauty Care Facial cleaners and moisturizers, hand and Clearasil, Head and
body lotion, personal cleaning, color Shoulders, Oil of Olay,
cosmetics, skin care cosmetics, deodorants, Old Spice, Pantene
shampoos, hair conditioners, hair spray.

Food and Snacks, coffee, juices, shortening and oil, Crisco, Folgers,
Beverage peanut butter. Pringles.

Health Care Toothpastes, toothbrushes, mouthwashes,

allergy remedy, stomach remedy, cold
remedies, decongestant, sinus remedy, throat Vicks Formula 44, Vicks
drops, pharmaceuticals. vaporub, Actonel,
Didronel, Crest,
Metamucil

3
SWOT ANALYSIS OF P&G

P&G is a Global Company reaching out to almost 82 countries. A specialized company with a singular, steadfast

focuses on the advancement of skin care and other consumer goods around the globe. It has a very strong global

brand image. Since products of P&G have been used for more than 150 years, thus the brand loyalty among its

buyers does exist.

P&G’s goal is simple, improving the quality of human life by providing high quality, safe and effective FMCGs,

therefore making life easier for so many people around the globe.

STRENGTHS

• The biggest strength of P&G as a company is having vast range of skin care product line including creams,

lotions, shampoos, liquid cleansers and etc.

• It has a very strong brand name.

• Due to its strong brand repute, P&G has a huge customer base.

• The customers of P&G are extremely brand loyal and have less tendency of switching on to some other

brand.

• P&G is always bringing innovations to sustain its customer base.

WEAKNESS

• The major weakness of P&G is being less innovative than its major competitor Unilever.

• Some of the P&G products have failed in certain geographic areas, as the research for those products is not

4
 conducted in all the geographic areas where the product has to be soled. For example, Oil of Olay failed in

Pakistan, Camay failed here as well.

OPPORTUNITIES

• Some opportunities include the unexplored areas in the markets where P&G can sell its product.

• One of the opportunities for P&G is to invest in the segment for children.

• Another opportunity for P&G is to introduce food and beverages for Pakistani market, keeping in

view the tastes and preferences of the people here.

THREATS

• Unilever is the biggest threat for P&G as that is the most aggressive competitor of P&G.

• With the advent of new FMCG providers in market with less priced products, people in markets like

Pakistan where due to inflation customers can switch on to other low price products.

• As P&G is operating globally therefore the regulations of Government in different geographical areas may

affect the policies of P&G.

• As the world economy is going through the unprecedented economy crisis that may prove to be a threat for

all the businesses being operated globally.

5
 FAILED PRODUCT
CAMAY SOAP

PRODUCT DESCRIPTION AND PRODUCT DETAILS

Camay is rich, creamy beauty soap. Camay is available in different fragrances:

Camay is the name of a scented hand and body soap, made by Procter & Gamble. It was first introduced in 1926
and marketed as a "white, pure soap for women," as many soaps of the time were colored to mask impurities.
Camay's slogan for many years was "Camay: the soap for beautiful women." It was later replaced with "For your
most beautiful complexion at every age."

Camay is still produced although many stores in the United States do not sell it anymore, as it has fallen out of
popularity in recent years. Since it is still quite popular abroad, in the U.S. it is often found at immigrant-oriented
ethnic stores. For many years, Camay was a major sponsor of the soap opera Search for Tomorrow.
Camay Soap was introduced in the USA in 1926 and in the UK in 1958. It was one of the first “beauty” soaps to be
marketed in post-war Britain. The brand was seen as a luxurious and exclusive soap, which provided the ultimate
in feminine glamour. In those early days, Camay became renowned for its use of exclusive French perfume, its
pink colour and its rich lather. The name Camay was derived from the bar's own cameo stamp. "Camay" was
coined from the French word, "camee," which means cameo, the jewel.

6
PRODUCT FAILURE

Camay was introduced in Pakistan. Extensive advertisement was done for the products. The soap was introduced
with different scents to ensure variety. But Camay became unsuccessful in coping up the expectations of the
customers. Therefore it was failed. One of the complaints of the customers was that Camay is highly soluble soap,
due to which it is consumed highly and is not a cost efficient product. Camay failed to compete with Lux, Capri,
Dove, Imperial leather etc. Even the different scents of the product could not contribute to its success. Customers
did not accept such soap and ultimately P&G had to face a decline in the growth stage of PLC of Camay.

PLC OF CAMAY

Unit Sales

7
RESEARCH &DEVELOPMENT

After extensive research and development we have come up with an idea of relaunching Camay.

RELAUNCH OF CAMAY

8
NEW PRODUCT

CAMAY CARE
Our product “Camay Care” is a “face wash in a bar”. Soaps are one of the most important consumer goods in

9
every day life. The need for such a product is always there. Life is becoming more and more fast with every
passing day and in order to cope with the time limitations people want products which are easy to use and do not
consume time. Our product deals with the same need of people and is targeted specially towards those people who
are good time managers; “Camay Care” helps people to satisfy their need of looking good within minutes.

Our product is very simple and sophisticated. It will be a core consumer product, which will provide the consumers
with the benefit of clean, healthy, shiny skin with relative ease and comfort. The product will be available in
various types. Product will be available in diverse packs according to scents, and will be an economical product.
Price of the product will be slightly higher as compared to the normal soaps, but still the value provided to the
customers will be more as compared to the costs they will incur.

To conclude, our product will provide the customer with great benefit of clean, healthy, shiny skin with ease,
comfort and relieve from all everyday skin problems.

PRODUCT FEATURES
Moisturizing soap that only penetrates into those skin pores that require to be moisturized and leaves
the rest, thus a customized approach for every skin.

Sensitive skin becomes more resistant to damage, creating a healthy look and soft feel.

A solution to all acne problems and other abnormal "plugging" of pores, leaving skin free of blemishes
and marks.

Choosing the appropriate skin care products can be confusing and difficult. But this is Gentle enough
for daily use, on both dry and oily skin types

Medicated product creates a lasting effect on the skin.

4 in1 process allows to cleanse, creating a protective shield, moisturize and finally leaving the skin
crystal clear.

How does Camay Care work?

10
4 in 1 Process

Cleanse

Protective Shield

Moisturizing Process

Crystal clear skin

11
 MARKETING MIX

PRODUCT

TYPES OF “CAMAY CARE”

Not simply nice to look at but even nice to smell and use! We have identified 4 unusual flavors to market the

varied choices of the users. Our product is not the typical everyday medicated soap, it is a medicated soap which is

fun to look at and fun to use and it is first of its kind that’s why it will have an advantage of a first player. If we

would have tried coming as the traditional medicated soap we would have incurred quite some serious difficulty

trying to convince people that we are better than the rest. When our customers would think ‘medicated soap from

P&G’ they would think Chocolate, Glitter and Menthol flavoured. Most of the medicated soaps in the market

smell pretty bad, but our soap gives the most seducing aromas ever, making it quite popular amongst people.

CHOCOLATE

12
 Ingredients:
Sodium Palmitate, Natural Rosin, Glycerine, Water,
Sodium Cocoate, Rosemary Extract, Thyme Extract,
Pears Fragrance Essence, Coco Beans.

“The new chocolate flavored soap, mmmm good enough to eat, but its for your skin !”

The chocolate flavored soap would smell like delicious chocolate but would be highly effective medicated soap
trying to cater to the personalities of people who like chocolate.

13
 GLITTER

Camay Care Glitter is derived from natural herbal extracts which contain vitamins the unique combination
between Glitter and bisabolol have moisturizing and soothing effects fequent use will leave your skin feeling
soother, fresher and acne free skin.

Ingredients
Sodium Palmate, Coconut Oil, Glycerine, Glitter, EtidronicAcid, Sodium Hydro Sulphite, Frgrance, Tetra Sodium,
EDTA Titanium Dioxide Water.Ci19140, NaOH.

The glitter particles will merely be an attraction for the young girls which will turn into soap and not remain as
glitter. The glitter flavoured soap would be really pretty_ shiny and sparkly but a highly effective medicated soap
trying to cater to the personalities of people who like fun things like glitter.

14
 MENTHOL

“The COOL or throughout the ages”

Ingredients:
Sodium Palmitate, Natural Rosin, Glycerine,
Water, Sodium Cocoate, Rosemary Extract, Thyme Extract,
Pears Fragrance Essence, Menthol.

The menthol flavor caters to the tastes of people who like traditional stuff like peppermint. It has been an object,
which the entire family consumes regularly and thus this soap too is meant for people of all ages playing any role
in a family because you’re certainly never too old for peppermint.

SWOT ANALYSIS OF Camay Care

A SWOT analysis is basically done in order to have a quick evaluation of the factors that affect our product as well

15
as the organization. It looks at positive as well as negative factors that are affecting and the ones that have the
potential to affect the organization under consideration. Also it incorporates the external and internal environment
of an organization.

STRENGTHS

• “CAMAY CARE”, as the name states is basically a soap not restricted to any particular skin type but a
solution for every category.
• Individuals of all skin types can use it, whether their skin is oily or dry.
• The product is sub-divided into flavors, in order to attract attention from the target market of teenagers.
• The scents have been selected keeping in mind the tastes, needs and preferences of the segmented market.
Another success factor is to be the only product providing numerous benefits of not just being an ordinary
soap but playing a role of a face wash as well. It has the benefit of being a 4 in 1 product.
• It certainly is Camay Care’s strength to be able to cleanse, be a protective shield reducing acne problems,
and moisturize to keep the skin healthy and above all giving the skin a crystal clear look.

WEAKNESS

• Though, every new product needs time to settle, however, there definitely is an uncertainty level of being
accepted in the market.
• Another weakness can be the resistance by those who have a fear of using medicated products. They might
be allergic or even prone to getting reactions from the medicated products. For them to change their beliefs
and use “Camay Care” instead would be a difficult task.

OPPORTUNITY

16
 • One and the prime opportunity for “Camay Care” is the growing consumer market for improved and
alluring soaps. In our view Camay Care has the strength and capability of getting a good market
share since it specifically is designed keeping in mind the needs of the teenage community, which is
our target market.

• This is a case of niche marketing, so we consider that as an opportunity as well.

THREATS

• All products face threats during their life cycle, and so shall be the case with Camay Care as well. It is a
perfect market with no barriers to entry for the new entrants so the threat of the new entrants trying to cover
our focus of the product is there. Our product focuses on giving a new dimension of playing numerous roles
at the same time. However, nothing lasts long so wee should be sure of any competition in the current
future.

• With the re launch of the product, now the competition comes from the medicated products as well.

Well we conclude that “Camay Care” has a bright future in the Pakistani consumer market, and the over all project
will be beneficial for the company in terms of generating revenues, and holding a healthy market share.

Market Structure
We will use the Pull strategy to attract new customers because there is a demand in market for a soap that should
have both features that is beauty plus medicated soap.

17
 1. Market Risk

THE MARKET

MARKET SEGMENTATION

To get a product or service to the right person or company, a marketer would firstly segment the market, then
target a single segment or series of segments, and finally position within the segment(s). .

Segmentation is essentially the identification of subsets of buyers within a market who share similar needs and
who demonstrate similar buyer behavior. The world is made up from billions of buyers with their own sets of
needs and behavior. Segmentation aims to match groups of purchasers with the same set of needs and buyer
behavior. Such a group is known as a 'segment'.

Segmentation is a form of critical evaluation rather than a prescribed process or system, and hence no two markets
are defined and segmented in the same way

There are many ways that a segment can be considered. For example, the auto market could be segmented by:
driver age, engine size, model type, cost, and so on. However the more general bases include:

• by geography - such as where in the world was the product bought

Our product would be customized for Asian skin types. It would be a local product available only in
Pakistan, developed especially to work wonders on the Asian skin type.

• by psychographics - such as lifestyle or beliefs

People with a certain lifestyle would want to buy an expensive medicated soap not every Tom Dick and
Harry would do that. Thus our segment if considered psycho graphically would target people whose beliefs

18
 and attitudes are shaped by popular culture and they fall prey to what the television says pretty easily.

• by socio-cultural factors - such as class

Class does play a part in the acceptance of such products in your life. People from the upper class and
upper middle class would be ready to buy our soap because it is not acceptable to people with a low income
to splurge on such luxuries as medicated soap.

• by demography - such as age, sex, and so on.

Mostly females are conscious about their skin, and males prefer not to use products with the stereotypical
‘beauty’ attached to it. Since its not a beauty soap but a medicated soap hence males would accept the
usage of Camay Care more readily. The age of our segment is the teenage age group when you encounter
so many overwhelming changes that you desperately try out everything and anything which would solve
their problem. We would satisfy them and solve their problem so that they would keep on using our product
with loyalty.

A company will evaluate each segment based upon potential business success. Opportunities will depend upon
factors such as: the potential growth of the segment the state of competitive rivalry within the segment how much
profit the segment will deliver how big the segment is how the segment fits with the current direction of the
company and its vision.

TARGETING

Targeting is the second stage of the segment, target, positioning process. After the market has been separated into
its segments, the marketer will select a segment or series of segments and 'target' it/them. Resources and effort will
be targeted at the segment. It's like looking at a dartboard or a shooting target. You see that it has areas with
different scores - these are your segments. Aiming the dart or the bullet at a specific scoring area is 'targeting'.
After segmenting we will target the demographic Segment.

19
Demographic Segmentation

In demographic segmentation we have divided the market into groups based on the three important demographic
variables i.e. age, life cycle stage, and purchasing power.

The following three variables are examples of demographic factors, which we have used in market segmentation:

Age - Consumer needs and wants change with age. The marketing mix may therefore need to be adapted
depending on which age segment or segments are being targeted. We have divided our market into three different
age groups

1. Children
2. Youth
3. Elders

Our main target will be the youngster in our market as they are more enthusiastic to use beauty and medicated
soup.

Life-cycle stage - By assimilating this characteristic we have divided the market into different groups based on
which stage of life-cycle they were in. the purpose of this segmentation is because the people (families) change the
use of soap over their lifetime, as it is also depending upon family buying patterns.

Life-cycle stages

1. Bachelor Stage(young, single people not living at home)

2. Newly Married Couples(young, no children)
3. Full Nest I(youngest child under six)
4. Full Nest II(youngest child six or over)
5. Full Nest III(older married couples with dependent children)
6. Full Nest III(older married couples, no children living with them)
7. Full Nest III(older married couples, retired, no children living at home)

According to the usability of medicated soaps our target market segment will be the Bachelor stage, and newly
married couples.

Purchasing power - According to this characteristic we have divided our market in four basic segments.

20
 1. Modern family housing, higher incomes (upper class)
2. Older housing of intermediate status (Middle class)
3. Poor quality older terraced housing (Lower class)

Class does play a part in the acceptance of such products in your life. People from the upper class and upper
middle class would be ready to buy our soap because it is not acceptable to people with a low income to indulge on
such luxuries as medicated soap. But with our pricing strategies we will target the second group i.e. older housing
of intermediate status by providing the product to them at the price they really want.

TARGET MARKET FOR “CAMAY CARE”

Has this ever happened to you? You've been in the woods for the last twelve hours tromping through the mud and
the brush. You're hot and sweaty and in need of a clean up, and you want to pamper yourself with something nice
smelling, nice to look at and which would do the job efficiently. It is just this kind of situation that calls for
Crystal, the beautiful bar of medicated soap, which smells delicious, which comes up with a perfect solution for
every personality.

Camay Care the face wash in a bar is perfect for:

• Kids
• Teenagers
• People conscious about their skin
• People troubled by acne
• People wanting a trustable soap for their skin
• People troubled by too many harmful chemicals in
the products they use
• People looking for a fun soap which would brighten
their day
• People who want nice smelling medicated soaps

21
This product is basically targeted at kids and teenagers but people in the entire household can use it. People who
are afraid to use medicated soaps because of the chemicals present in them would feel pretty comfortable with the

friendly attire of Crystal. It's also a great product for those who have to use a medicated soap because they have
blemishes, acne or blackheads, they would treat their unfriendly problems with a soap which looks friendly.

The ingredients in Crystal undertake a cleansing action that enhances your skin’s natural beauty and maintains its
natural moisture. Thus the bar of soap is the comfortable, convenient and safe way of getting your skin clean and
protected in a fun different.

22
 PRICE

PRICING STRATEGY

We will use the “price skimming” strategy. The practice of ‘price skimming’ involves charging a relatively high
price for a short time where a new, innovative, or much-improved product is launched onto a market. The objective
is to “skim” off customers who are willing to pay more to have the product sooner; prices are lowered later when
demand from the “early adopters” falls. The main objective of employing a price-skimming strategy is, therefore,
to benefit from high short-term profits, due to the newness of the product, and from effective market segmentation.

ADVANTAGES

• A highly innovative product will be launched; research and development costs are high, as are the costs of
introducing the product to the market via promotion, advertising etc. In this case, the practice of price-
skimming allows for some return on the set-up costs
• Charging initial high prices will allow the firm the luxury of reducing them when the threat of competition
arrives. By contrast, a lower initial price would be difficult to increase without risking the loss of sales
volume.

23
PRODUCT PRICE

One of the most important decisions in marketing is price. This is because price is believed to have impact on sales
volumes. If the price is too high and the market is competitive, sales may be correspondingly reduced. The main
reason for the importance of price is that it is one of the main variables that determine the profit. The profit per unit
is equal to the price less the total cost of producing that unit.
Profit = Price - Cost
The retailed price computed for “Camay Care” the soap is Rs 40.05. These computations are based on the market
study, consultancy from the retailers and the suppliers.

Cost of Soap (1000 soaps)

In Rupees
Direct Material & Processing 15,000.00
Packaging 6,000.00
Other Expenses 1,800.00
Advertising (20 %) 4560.00
Margin (30%) 8208.00
GST (18%) 6402.24
Factory Rate 41970.24

Factory Rate per Soap 41970.24 = Rs41.97

1000
= Rs 41.97 per Soap

Retailers Commission 10 %
Maximum Retail Price (41.97 + 4.19) Rs46.16

24
 PLACEMENT

DISTRIBUTION CHANNELS

A distribution channel is defined as:

“Elements of the system of delivery of merchandise to customers from the manufacturer or wholesaler, including
retailers, brokers, and shipping companies; also includes discussions of store merchandising and cross-
merchandising.”

The 'distribution system' refers to the entire marketing process, and not just the physical product distribution.

It is a set of interdependent groups and individuals concerned with transferring specific goods or services from the
original producer or supplier to the final user or consumer.

Distribution channels are essentially sets of relationships where the parties involved have to:

• Know each other's aims, policies and procedures

• Be aware of their planning horizons and management styles
• Be willing to accept tasks as well as impose them on others

The most effective distribution channels are those where the distributor's interests are made to coincide with the
producer's interests. Before any commitment is made, the producer needs to be certain of the distributor's business
aims, attitudes and customer franchise.

It pays to remember that your distributors are customers too, and have the option to buy elsewhere. Distributors
may take on some or all of the tasks involved in getting goods or services from the producer's door to the
consumer’s threshold. Transferring part of the company’s image to the distributor implies that decisions taken by
the middleman must be reviewed and should be of a long-term nature.

25
 POSITIONING

Positioning is undoubtedly one of the simplest and most useful tools to marketers. After segmenting a market and
then targeting a consumer, you would proceed to position a product within that market.

Positioning is all about 'perception'. As perception differs from person to person, so do the results of the
positioning map e.g. what you perceive as quality, value for money, etc, is different to my perception. However,
there will be similarities.

Products or services are 'mapped' together on a 'positioning map'. This allows them to be compared and contrasted
in relation to each other. This is the main strength of this tool. Marketers decide upon a competitive position which
enables them to distinguish their own products from the offerings of their competition (hence the term 'positioning
strategy').

The term 'positioning' refers to the consumer's perception of a product or service in relation to its competitors. You
need to ask yourself, what is the position of the product in the mind of the consumer?

POSITIONING OUR PRODUCT

1. What position do you currently own?

A. Currently our company is one of the leading pharmaceutical companies and any product we launch will
automatically have medicated attached to it because that’s what we do basically. Thus we will not try to tell our
consumers what they already know but would stress about the fact that our soap is satisfying to our customers.

2. What position do you want to own?

A. We will tell them what they do not know about us. We will tell them that our soap is not just medicated, but its
also fun to look at, good to smell and when you use it you get the added benefit of crystal clear skin along with all
these qualities.

26
3. Whom you have to defeat to own the position you want.

A. We have to compete with companies who make medicated soaps and medicated face washes because our bar
has the qualities of a face wash in it. The companies who make beauty soaps will also be tough competition
because people will need to be convinced to use medicated soaps instead of regular everyday soap products. Other
medicated soaps manufacturers who have been in the market before us.

4. Do you have the resources to do it?

A. Yes we certainly do have the resources available. We would use a large budget to launch this soap as this is a
perfect opportunity for gaining access in the segments of the market not ventured into before; this would in turn
increase our market share.

5. Can you persist until you get there?

A. Definitely. As no venture, guarantees instant success no matter how good the idea is and how perfectly you
implement it. You always encounter some setbacks on the road to acceptance and P&G is ready to face those
challenges for whatever time it is necessary.

6. Are your tactics supporting the positioning objective you set?

A. Yes definitely, we have identified a unique positioning strategy from which to launch our soap, since it’s a new
position for a medicated soap people might take time to accept it and P&G would devise its plans and strategies
accordingly.

iii- Internal Risk

This involves whether with the new strategy the company is facilitating the employee or not. The suppliers will co
operates with you and will provide you with raw material at right tome or not. In this there should be coordination
between different departments. and this internal risk is very low because Stifel is working for many years and up
till now its not having any such problem.

27
 PEST ANALYSIS

POLITICAL ANALYSIS
Politically there is no much of a problem for the CAMAY CARE and will create an impact that will not affect our
product
ECONOMIC ENVIRONMENT:

Basically it refers to factors affecting the buying power of the consumers. In order to launch our product the company
P&G was well aware of the fact that if they set the price of there product higher than there competitors already in the
market then it wont affect our product since Camay Care soap is for teenagers in need of getting rid of the hormonal
problems at there age. Since our product is going to be the very first product having multi tasks to perform it wont have
any problems with its competitor soaps. It’s soap for the teenagers and therefore the price is going to be set not much
higher but a bit higher than a normal soap. The risk factor remains that in the near future competitors will try to get to
know this urge for teenagers to get free of acne problems and thus not currently do we feel will we have any economic
problem. We have the resources to launch a product and we believe P&G being a worldwide successful company does
not have any economic problem.
SOCIO-CULTURAL

The social environment of our country does not change so quickly. It takes ages upon ages to alter the culture of
any country and Pakistan is no exception. We are influenced a lot by the television and it plays quite a vital role in
many people’s lives; most of us tune in everyday for our favourite shows and it is like an addiction which cannot
be cured. It is a vicious never-ending cycle because these are the people which buy the products they fall in love
with over the satellite. It is strongly imbedded in our culture to want a beautiful skin, and the definition of beautiful
skin has remained the same throughout the ages_ beautiful means clear, crystal clear. Thus we are sure of the fact
that we are not in the danger of any threat concerning a radical social or cultural change in Pakistan thus our
product would be accepted and used for a very long time to come.

28
TECHNOLOGY

The enormous molecular diversity that nature offers is unmatched by other synthetically derived compound
libraries. Hence, the P&G focus in its drug discovery program is primarily targeted on natural product chemistry.

In addition to projects with leading pharmacology departments at a number of UK Universities, P&G supports
three natural product projects in India. The overall aim of these projects, based at the University of Gulbarga and
Kuvempu, is to screen plant extracts for medicinal activity. Using advanced chromatographic techniques in
conjunction with cell based assay systems, leading compounds are isolated for development.

PROJECT PLANNING
In project planning there are three approaches
• Skunk work
• Rugby relay approach
• Cross functioning
Rugby Relay Approach: we are using the rugby relay approach because in which all the departments are working
together in generating and implementing the idea.

PRODUCT PLANNING

MARKET SHARE

Market Share measures the proportion of the total market held by a business, product or brand. The formula which
we will follow for calculating Market Share is presented below

Market Share (%) = sales of the business, product or brand / total sales in the market

By measuring changes in Market we will compare our business directly against our competitors, which will allow
us to judge more accurately the success or failure of the businesses marketing strategies

29
COMPETITOR ANALYSIS

Market Quality Price Per

Products Share Rating unit( Rs)

Lux 40% 1 22

Safequard 10% 3 21
Imperial
leather 20% 2 24

Capri 5% 6 26

Rexona 10% 4 20

30
 PACKAGING

Nothing beats an external appearance that says "inside this package is a person as healthy and glowing as the

wrapping itself.”

We have chosen a simple packaging for this product yet attractive. A packaging should be able to turn heads but

then again it should not be superficial.

PROMOTION

P&G promotes its products in a variety of ways. Camay Care will be promoted by using the mediums of television,

newspaper and radio. Camay Care’s advertising depends upon the target market i.e. Camay Care focuses on

teenagers which is why the main focus of advertisements would undoubtedly be teenagers. Teenagers with

wonderful skin shall model for our product in order to attract the teenage community. A promotion can only be

successful if it relates directly to the target market. It is thus imperative for us to use young teenagers who have

clear acne free skins to help us launch our product by working for our advertisements. Billboards outside schools,

colleges, universities, net cafés and even the tuition centers shall be a good promotional strategy

MARKETING:

After developing our product we did its test marketing and gave the sample products to our employees to know its

results. We also did test marketing outside the schools, collages, and universities. Result was positive and our

product is ready for entering in the market.

SALES FORECASTING

31
 Sales forecasting is the process of organizing and analyzing information in a way that makes it possible to
estimate what your sales will be.

SALES FORECASTING OF “CAMAY CARE”

In order to live in this world of cutthroat competition, everyone tries to work really hard and with full commitment
day and night. As, life is becoming more and more busy so everyone finds it very difficult to get some time from
the very busy schedules for themselves. Our product “Camay Care” is a product, which is very different from the
products being provided by the existing producers of soap. Either they focus entirely on a target market of people
in need of dry faces or entirely on oily. “Camay Care” on the contrary is providing dual benefits at the same time.
It erases all problems of teenagers having problems of acne and dark marks on the skin.

Given the need of this product, we used qualitative methods to find out how much revenue we would generate
from the introduction of “satisfaction”. The primary methods used include:
• Survey of buyers’ intentions
• Expert opinion
• Composite of sales force estimates.

These methods showed that we would generate considerable revenue, since this is a new product in Pakistan, it
does not have any direct competition, and there is a great need of it among the consumers in the niche market we
are going to target.

32
 CONCLUSION

P&G’s new product “Camay Care” will definitely create a great impact in the environment. “Camay Care” is a
soap, which transports you by the sea and leaves your skin fresh. It also gives teenagers finally a chance to get rid
of their acne problems and have a clear fresh skin cheaply by not a face wash, not a cream but by soap.

33