MARKETING PLANBased on Realistic Background

August , 2011

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Marketing Plan Based on Realistic Background

Submitted to,

Course InstructorMgt-(Marketing Management)

Submitted by

Group-

BBA, BatchDepartment ofUniversity of

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Letter of Transmission

Muhammad Course Instructor Mgt-203Department ofUniversity of DhakaDhaka

Dear Sir,It is an honor and great pleasure for us to present our assignment on “Marketing Plan Creation”. This assignment was assigned to us as a partial requirement of the Marketing Management (Mgt-203) course in third semester.

During long time of our assignment creation, long project program was an experience of rediscovering our potentials and full of excitements. This assignment gave us an opportunity to apply our theoretical expertise, sharpen our views, ideas, and communication skills, and bridge them with the real world of practical experience, which will be a good head start for our future professional career.

We realize that certain information enclosed in this assignment is imaginary and should not go beyond academic interest. This is because of the company’s limitation toward making website. Moreover the non-availability of later information after 2007 widely, is also the cause of providing imaginary information.

We hope you would find the assignment in appropriate manner. We appreciate your cooperation and we hope you will call upon us with any queries occasioned by this assignment through saimoomkhan@hotmail.com.

Thanking you and looking forward to receive your cordial approval of our submission.

Yours Sincerely,Members of the Group,

Section-A, 13th Batch B.B.A.Dept. of.University of

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DECLARATION

We are thankful and grateful to almighty Allah who has given us the strength and ability to complete the report on “Marketing Plan Creation”. We are also grateful to our honorable Course Instructor Muhammad Shariate Ullah to prepare this very important report. He has given all sorts of help required to complete this. As well as we are very grateful to every concern people who had helped us by providing all sorts of data. We are also grateful to those who have given us suggestion and interaction towards making the assignment. To make the assignment we also took help of various websites and few books. Besides we collected some reports on making marketing plans of some companies.

We also do sincerely declare that this term paper has been submitted, in partial fulfillment of the requirement for the Marketing Management (Mgt-203) course. The work is written in our own language. Though we studied and followed some books of Marketing & Management, no part of this term paper consists of materials, directly copied or plagiarized from published or unpublished work of other writers and that all materials borrowed and reproduced from other published or unpublished sources have either been put under quotation with full reference in appropriate places. We understand that the term paper may be cancelled if subsequently it is discovered that this term paper is not our primeval work that it consists of materials copied or plagiarized or borrowed without proper acknowledgement.

We, at last, express special thanks from the bottom of our heart to all who help us directly & indirectly to complete this term paper.

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EXECUTIVE SUMMARY

The world's oldest-known formula for toothpaste, used more than 1,500 years before Colgate began marketing the first commercial brand in 1873, has been discovered on a piece of dusty papyrus in the basement of a Viennese museum. In faded black ink made of soot and gum Arabic mixed with water, an ancient Egyptian scribe has carefully described what he calls a "powder for white and perfect teeth". When mixed with saliva in the mouth, it forms a "clean tooth paste". According to the document, written in the fourth century AD, the ingredients needed for the perfect smile are one drachma of rock salt - a measure equal to one hundredth of an ounce - two drachmas of mint, one drachma of dried iris flower and 20 grains of pepper, all of them crushed and mixed together. The result is a pungent paste which one Austrian dentist who tried it said made his gums bleed but was a "big improvement" on some toothpaste formulae used as recently as a century ago. The discovery of the formula caused a sensation among Austria's normally sedate dentists when it was disclosed at a dental congress in Vienna.

Modern toothpaste is produced by mixing sodium fluoride, a cleansing product that gives the paste its bulk, with triclosan - a whitener, and E number flavourings. The recipe was written in Greek, the official language of Egypt for about 1,000 years until the last temples closed in the sixth century AD. It was discovered among part of the largest collection of ancient Egyptian documents in the world - 180,000 items up to 3,500 years old, including stone and clay tablets - gathered by the Habsburgs, the rulers of the Austro-Hungarian empire.Toothpaste of the 90s contain ingredients are:

• sodium monofluorophosphate (not to be confused with MSG) • color • flavoring • fluoride • foaming agents • detergents • humectants (prevent the paste from hardening) • Herbal toothpastes have gained popularity for people looking for” natural" toothpaste or for those who don't want fluoride in their dental cleansers. Some herbal toothpastes contain:

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Peppermint oil

And the 21st Century; The trends of the 20th century continue we should see more toothpaste that whiten and brighten the teeth, are canker sore friendly, and give you the ultimate brushing or rinsing experience.

Keya Cosmetics Limited is one of the largest and high quality cosmetics & toiletries producing company in Bangladesh. The company was incorporated in 1996 as a private limited company. The company was lunched as a sister concern of the Khaleque Group of Companies with the corporate slogan, “Quality Comes First”. Subsequently it was converted into Public Limited Company in 1999 with an authorized capital of Tk. 700 Million. Now the company has gained one of the top most positions in cosmetics production arena of Bangladesh.To manufacture and sell high quality cosmetics & toiletries products to the people of all age group within an affordable price is the main objective of the company. "No compromise with quality" is the key policy of the management. We do believe that, we are reasonable and accountable to all concern with whom we deal; namely: our employees, our business associates, our consumers and our shareholders.Today the company has four more sister concern organizations and one more sister concern business named as Keya Knit Composite Ltd. is under construction.Now to get the improvement in cosmetic production area we are thinking about a new product in Keya family. That is different types of skin care productions for various segments of consumers.

From the first we decide to start producing toothpaste that whiten and brighten the teeth for maintain germ free teeth for common segment of people. This is to introduce our valued consumer to our entrance in teeth care solution world.

Later on we shall go for further attempts towards our target that is our main objectives. We decide to enter to market in normal way but continue our business our in a different way than the others. Consumers first purchased toothpastes without much knowledge or information concerning the product’s benefits. As new product development increased, and consumers became better informed about the benefits oftoothpastes, they began to focus their interest not only on cavity prevention,but also on the health of their gums, their oral hygiene, and their cosmeticappearance. Because consumer interest and toothpaste purchases began toincrease, advertising and promotion also began to increase, which

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lead to thedevelopment and addition of the super-premium product class. Consumers began to purchase toothpastes based on the specific benefits each toothpastes and company had to offer.

From our small area census we found out that recent people are more conscious about their teeth care. Mainly the teen age group people are more sincere about it. It is proved in the past record that when a specific segment of consumer are valued more by a company, they feel more loyal to the company. We are on the way to use the feelings of the people. It means we are going to make our product targeting the age based segmentation which idea is yet not been practiced properly in our country.

Product Summary

Product Name: ‘‘FINE Toothpaste” From “Keya Cosmetics Limited”.

SLOGAN – Long-lasting breath and whitening forever.

Product description:

A) Tooth Whitening toothpastes have either higher abrasion value than normal toothpastes to mechanically remove food, smoking and other stains from teeth, or/and special ingredients as Peroxide for teeth bleaching and whitening.

B) Sensitivity toothpastes contain desensitizing agents to relief those with tooth sensitivity problems from the acute pain when teeth are exposed to hot or cold temperatures or sweet and sour foods.

C) Fresh Breath toothpastes contain enhanced flavoring agents along

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with antibacterials to fight halitosis and provide fresher breath.

D) For Children with pleasant flavors and colors for kids, and lower concentration of fluoride (500-1000ppm) to prevent cases of fluorosis.

FINE Toothpaste will have much more ingredients than those some years ago.

Fluoride is the most popular active ingredient in our toothpaste due to its proved ability to prevent cavities. Our brand will use Sodium fluoride (NaF); some products would use Sodium Monofluorophosphate - SMFP (Na2PO3F).

The concentration of fluoride in our toothpaste for adults is 1000 to 1450 ppm max.

Antimicrobial agents that fight the bacteria of dental plaque. There are two kinds of antibacterial agents used as ingredients of toothpastes:

-bactericidal agents as Triclosan that kill bacteria. Triclosan induces damage and lesions to the cell wall of bacteria resulting in bacteriolysis (death of the cell).

- bacteriostatic agents as Zinc (Zinc chloride or Zinc citrate) that stop the growth of dental plaque bacteria by inhibiting their metabolism.

The combination of a bacteriostatic with a bactericidal agent as toothpaste ingredients is the most effective one to fight dental plaque and gum disease.

Surfactants (detergents) and Foaming agents that help to carry away debris from the mouth and between the teeth. Common foaming ingredients in toothpastes are Sodium Lauryl Sulfate (SLS) and ammonium lauryl sulfate

Anti-tartar agents as Tetrasodium Pyrophosphate (TSPP). Pyrophosphates are water-softening agents that remove calcium and magnesium from the saliva, so they can't deposit on teeth creating dental tartar (calcified plaque). Pyrophosphate does not remove tartar, it merely helps prevent its formation.

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De-sensitizing agents to relieve tooth sensitivity. Strontium chloride works by blocking the tiny crevices (microtubules) that enable cold and heat sensations to reach the tooth's nerve.

Potassium citrate and Potassium nitrate work in a different way by blocking the mechanism of pain transmission between nerve cells.

Abrasives: Calcium phosphate (chalk) and alumina were used as the abrasive base of tooth pastes but they had the disadvantage of reacting with other chemical ingredients. Today the common abrasives are Silicon Dioxide (silica) and Titanium Dioxide. Hydrated silica is a transparent abrasive used not only in white opaque tooth pastes, but in gel toothpastes as well.

Baking Soda (Sodium bicarbonate) is a mild abrasive. It has a mild whitening action and helps to keep an alkaline environment (not friendly for dental plaque bacteria) in the mouth.

Teeth Whitening agents : FINE toothpastes, except of the mechanical whitening action of toothpaste abrasives, use extra whitening ingredients as the Hydrogen Peroxide or Sodium carbonate peroxide that breaks down into sodium carbonate (washing soda) and hydrogen peroxide.

’FINE’ Toothpastes would come in a variety of flavors, most often being some variation on mint.

Additional ingredients such as enzymes, vitamins, herbs, calcium, mouthwash are often included in the formulas. Other non active ingredients in toothpaste are humectants, coloring thickeners, water softeners and sweeteners as sodium saccharin.

TABLE OF CONTENT

Section Topics Page No.1 Executive Summary

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2 Product Summary3 Situation Analysis3.1 Market Summary3.2 Target market3.3 Market Demographic3.4 Market need3.5 Market trend3.6 Market forecast3.7 Target market growth3.8 SWOT analysis3.9 Competition3.10 Product offering3.11 Keys to success4 Marketing Strategy4.1 Mission4.2 Marketing objectives4.3 Financial objectives4.4 Target market4.5 Marketing Mix4.6 Marketing Research5 Financials5.1 Break even analysis 5.2 Sales forecast5.3 Monthly Expense Budget 6 Implementation Control6.1 Implementation6.2 Contingency Planning

Situation analysis consists of some part of marketing

plan where the current condition of the product is

discussed. If there are another products or

services like the new planned product is

existed, then the probable forecast is also included here. Here the marketer

tries to imagine probable competitions that they

might have face to initiate their marketing plan. How the market is segmented, who are to be targeted to

market the product is analyzed. The planner also

tries to imagine the probable behavior of the

consumers towards product. Here the

marketer tries to identify the market need and what

may be the trends of the market. At last the market

growth is analyzed.

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Situation

Analysis

MARKET SUMMARY

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From our small area census we found out that recent people are more

conscious about their skin care. Mainly the teen age group people are

more sincere about it. They use different types of cosmetics to get

better result. Even, most of the times, they are not worried about the

price of the specific product or about the total cost. Moreover in many

cases the teen age groups are bothered about various types’ bacteria

created problem in their teeth. We are sincere about it. Mainly our

second product which is going to satisfy specially the teen age group

to make them get rid from those kinds of germ attacks.

Our market strategy will be first to introduce our valued customer with

new product. Then the second product will come into view targeting

the special segment. In our previous record we find out that, when a

product is being created targeting to a special segment, the segment

feels so proud about it and become loyal to the producer company.

Besides as the case is not price sensitive rather quality sensitive, we

shall give stress on quality. We regard the case not to be price

sensitive from our own made census. At the teen age the people care

about their skin rather than price. They need to be satisfied about the

quality.

From market analysis, we saw that there is no company in Bangladesh

who practices the age segmentation at this level. Rather they have

only segmentation as child and older. So we think the segment we are

going to target in second time is going to be a successful one. So at

the first stage we are going to make a product as theruptic brusher

that specialized for diseased people. Then at the second phase our

target is the cosmetic brushers to attain each age group.

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TARGET MARKET

There has been a huge growth in the number of different flavors for toothpaste on the market - a trend that is set to have caught the imaginations of many consumers who have grown tired of box standard mint flavorings. Many consumers base a lot of their purchase decisions on how comfortable a toothpaste feels in their mouths, whether the taste is good enough, whether the toothpaste suits their mouth, or whether the toothpaste contains all the possible ingredients for protection of their teeth. They also base their purchases around the ability of the toothpaste to “remove food particles; plaque removal and gum stimulation.”

In Bangladesh, when it comes time to purchasing toothpaste, there are three different consumer groups.• Therapeutic• Cosmetic• Uninvolved brushers

Here is the list of probable market forecast of our projected product. Analyzing the present market condition and implying some marketing concept this forecast is got and at the proceeding years the company will regard the forecasts as their target and proceed accordingly.

PotentialConsumer

Growth 2011 2012 2013 2014

Therapeutic

10% 1585500 1744050 1918455 2110301

Cosmetic 30% 4835700 6286410 8172333 10624033Uninvolved

12% 2032500 2276400 2549568 2855516

Total 21.92% 8453700 10306860 12640356 15589850

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MARKET DEMOGRAPHICS

The market demographics profile consists of the geographic, demographic, and behavior of consumer factors. According to some market analysis and some marketing concepts the markets the concern people of the Keya Cosmetics Ltd. has taken the decision of initializing the production of the products.

GEOGRAPHIC

Bangladesh is so small country. So here we need not to segment our customers according to geographic area. Here, the climate of almost all the areas is almost same. So this small difference of weather of the various places creates very small impact on teeth. So we need not to stress our production on geographic varieties.

But, though the country is so small, there are some remote area of the country which are so tough to reach with produced product. So to reach the products to those areas we need to take the help of various transport companies as, for the company it may be so costly to do the transport itself. But we are committed to reach to the every point of the internal market.

DEMOGRAPHICS

Demographic segmentation is the main theme of our production. We have primarily segmented our consumers into three parts. Later on we shall proceed on further segmentation according to the want of the consumers of the country. But we are always committed to the qualities of our product. We never will to compromise with the quality rather to the price.

Therapeutic brushers are concerned with oral care problems. They brush to prevent disease or other oral health risks, and “search out functionally effective products.”

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Cosmetic brushers are concerned with bad breath and their appearance, and “search for products that effectively deliver cosmetic benefits.”

Uninvolved brushers “view all products as the same and lack interest in this product category”.

But, our target would be all three types of consumers which is quite huge.

BEHAVIOR FACTOR

People always feel good to think that they are important to someone. For this purpose they may be attracted by the product.

Most people of Bangladesh often keep an idea that the product of Bangladesh is often not so good. So when the product price of the same good is same price, they automatically turn to the foreign one. But we shall make them understand that we are producing for especially them.

MARKET NEEDS

Basically Bangladeshi market need good product. But problem is that Bangladeshi people economy often does not support good quality products.

In cosmetics section people wants good products. They often do not see the price of the product. People of the country want the cosmetics that will make them better. Besides, there is more bacterial infection in the teeth of Bangladeshi people. So the market wants to get rid from such infection.

MARKET TREND

People of our country often have an idea that the products those are produced in foreign countries are often good. So the prefer the foreign goods much. Even most of the time, they don’t bother for the price if they have enough money to spend. So the market of Bangladesh especially cosmetic market is heading towards the foreign product.

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Moreover most of them have some thinking that where the product is costly, the product is good. The often try the cheap product. So, as the foreign product costs more price to import generally the foreign products costs higher. So afford people go for the valuable one.

As people of Bangladesh love the foreign product most, the marketer of the country most often target the lower level consumers who become bound to buy the lower price one. So generally they don’t try to stress on quality rather the quantity as the size of the product. So, often Bangladeshi made products are low in quality and price. And as a consequence the people head towards the foreign good products.

MARKET FORECAST

Here is the market forecast of the three separate products.

TARGET MARKET GROWTH

Though we are going to start producing three different types of products, our main target is the product of cosmetic brushers segment. All other products are supporting product. Our success will depend on the growth of the specific product. Most of the advertisements will be given heading towards the product as this is

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our special product. Later on the product may be sub-segmented according to the consumer’s opinion as different products for male and female or other.

So our target market growth is given in the chart below-

SWOT ANALYSIS

The SWOT analysis consists of two parts in major. They are External Environment analysis and The Internal Environment Analysis. The two parts are being described below.

EXTERNAL ENVIRONMENT

OPPORTUNITY

The company is one of the leading cosmetic companies of Bangladesh. Already it had fame in the cosmetic arena. Bedsides it has a very good back ground in the past.

No other company of Bangladesh had yet practices the segmentation before that might be fruitful.

As the company is a Bangladeshi company, it has the opportunity to make product in cheaper way and ahs the opportunity to monitor the

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consumers from a closer view. So it can be affordable to provide the consumer product as they want.

THREAT

In this market here is already some very famous leading cosmetics company those are foreign. The people of the country have weakness towards the foreign products.

Besides, the foreign companies are so efficient in nature. They have also good impression in general people mind that may be a threat for the company. These companies may be future potential competitors and even may initiate a better product or better service. As they are also so efficient active in research they have the chance to invent a more effective product.

INTERNAL ENVIRONMENT

STRENGTH

This is national company and so it has the ability to make good impression in people mind quickly. The teen age people in this country are so curious about new product. They welcome new products generally. So if the product can cut good impression and can provide better service to the consumer it has better chance to be success and go for taking further initiatives.

WEAKNESS

The present teen age are now habituated in foreign products. From very earlier time they are using various imported products. It may be tough for the new product to gain its place successfully.

COMPETITION

There are some established brands in this field like Opalescence, Nano silver, Meswak and several local manufacturers These toothpaste

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brands would also be tempted to enhance their capacity utilization by trying to compete in the market. Keya cosmetics limited is aware that some big players are also eying this highly fragmented sector for entry through the contract manufacturing route which could lead to pressure on margins in the near future. Company is aware of its competitor’s strategies and hence it would be launching its products accordingly.

Weaknesses of Competition

Many competitors striving to succeed in the oral care market such as Nano silver, Opalescence and meswak know that in order “to be a leader in the oral care category, companies have to be able to compete in all areas of the oral care, besides toothpaste. Because there are many primary competitors in the oral care market, product innovation is a key factor to a company’s success not only had to worry about cannibalizing their own products, they also had to worry about the new line of products that were being introduced by such companies as Nano silver, Opalescence and Meswak. With companies holding large shares of the market, FINE toothpaste had to worry about the innovation of new products that could compete with the FINE toothpaste. Companies that hold large market shares can afford to pay for more advertising for a newly developed product.

PRODUCT OFFERING

1. Target market A and proposed strategies

The first segment market that ‘FINE toothpaste’ will target will be consumers who are concerned about oral health issues, such as fighting plaque and gum disease. These consumers are known as “therapeutic consumers,” because they purchase products, toothbrushes, that will be the most effective when it comes to oral health care. These consumers “buy and use products for themselves,”. Consumers in this target marketusually do not care about the price, as long as they are getting the highest quality products. Most consumers in this segment are adults, especially ones who have oral health problems.

When distributing the FINE toothpaste to this market segment, Emphasis would be placed on distribution to dentists, drug stores, grocery stores, and large retail stores. Dentists would be when distributing the new toothpaste because many dentists act as “opinion leaders”, meaning they have a big impact on what others think.

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Although Nano-silver is the main distributor when it comes to dentists, this would be a good opportunity for FINE Toothpaste to gain competitive advantage over Nano-silver, by getting dentists to distribute the new toothpaste while selling the benefits to patients.Advertising and promotion would be done through commercials, magazines, radio, and ads put up in places such as dentists offices. These advertising and promotion mediums would target this segment’s consumers, and would focus on the benefits FINE toothpaste has to offer in connection with oral healthcare. Commercials made for this market segment would also show the benefits of the toothpaste, possibly throughdemonstration. Commercials would air at night during “prime-time”, the time in which most people watch television, and during the day, especially during soap operas. These are the time periods in which more adults watch television. Keya would direct market the toothpaste by sending special coupons in the mail to consumers or by offering rebates to consumers who purchase other Nano-silver, meswak, opalescence oral care products. These rebates and coupons would act as an incentive to consumers when it comes to purchasing or trying the new toothpaste. These coupons and rebates could also be dispersed through hard to eat food products, such as popcorn. Also in-store displays could be set up throughout stores. These in-store displays could also includedemonstrations.

2. Target market B and proposed strategies

The second segment market that we would target the new FINE toothpaste would be consumers concerned with their oral hygiene, such as bad breath, and personal appearance. Many, but not all, consumers in this group are female adults who worry about what they look like. These consumers purchase products that will “effectively deliver benefits” Target B consumers feel the same way as Target A consumers when it comes to pricing. Most would be willing to pay more if the product offers more advantages than competing products, although because the toothpaste will be positioned as a mainstream product, price will vary in accordance to the prices of other toothpastes. When it comes to the distribution of this product, the toothpaste would be distributed through the same locations as Target A, with the addition of make-up departments of large retail department stores. The toothpastes should be distributed through dentists because many people who visit a dentists are concerned

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about their gums and would likely consider the different options available to them that will enhance their structure, such as their teeth. The toothpaste would be distributed through make-up departments because most people who shop for make up at large department stores are also concerned with keeping their teeth shining. Advertising and promotion should be done in a similar manner as Target A, through commercials, magazine ads, the radio, with the addition of placing advertisements on billboards and buses. The commercials and other advertisements should focus on the cosmetic benefits of the toothpaste. The ads would show well made up men and women, who one can tell place great emphasis on their looks, demonstrating the strengths of the new toothpaste. The placement of ads on billboards and buses throughout the larger cities will hopefully increase consumer demand because many people who live in large cities have important jobs that require them to look nice. Special promotions that FINE can offer can be through other Keya products that many consumers also associate with appearance and oral hygiene. Such products can include dental floss and mouth rinses. As with Target A, special rebates and coupons can be offered through these products. Also, the use of in-store displays could be useful when promoting the Toothpaste. By placing the new toothpaste on the shelf between an existing toothpaste product and a competitor’s profits, this may or may not be a good idea. By placing the product next to an existing company’s product, consumers may not see the benefits of switching, and could continue to prefer using the existing product rather than even considering trying the new one. But by placing the new product next to a competitor’s product, it may lead to the consumer questioning which product is better, hopefully causing the consumer to try the new product, over its competing product.

KEYS TO SUCCESS

We are entering in the new market after doing a lot of research. We made a lot of census throughout various segment of people. We know what people want. So according to the want of general people we are going to develop our product.

The segment we are targeting, wants some special product for them. The want some more features to be added to the existing product. We are trying to make according to what they want. So we think this is surely going to meet our demand as we are going to meet the consumer demand.

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Marketing

Strategy

Here we are going to

define the mission and

marketing and financial

objectives. We also shall

define the needs that the

market wants and the

company wants to fulfill

which of them. Then we

shall make the product

line’s competitive

positioning and describe

the game plan how to

accomplish the plan’s

objectives.

All of the terms that will

be described here will

cover the term that

should be done with the

tools from the

organization itself as the

purchasing,

manufacturing, human

resource. This is to ensure

that the company is

affording to implement

the marketing plan.

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MISSION

The mission of our marketing plan is to provide our national people with best quality product from our own country as the country can be profited. We want to prove that price is not the factor and also country is not the factor and Bangladesh can produce better product. Providing good cosmetics to the target market, we want to turn people toward national product.

We want that people of Bangladesh will use national cosmetics only rather than foreign cosmetics. So that, we shall produce the best quality product as the consumer need not to look outside for those product which are being produced in the country.

MARKETING OBJECTIVES

Our marketing objective is to make a positive growth of our product nationally providing people quality product.

We not only want to increase our position in market for a short term basis but also get a steady position in consumer mind.

We want to attract more people towards our product with lesser cost and that should be at least 2 percent per half year.

FINANCIAL OBJECTIVES

Our main financial objective is to increase net profit by 20 percent in every year.

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We want to provide the shareholders with at least 25 percent bonus annually so that we can increase our demand in capital market.

To grow our sales more than three times over during a five-year period.

TARGET MARKETS

Our segment definition is of itself strategic. We are not intending to satisfy all users of our new cosmetics. We are not going to satisfy all the people. In most of the cases our people are satisfied with fewer prices. They want more products with fewer prices. This is because of their financial inability. But we are not going to target less price product. But we shall try to make better products for the specific segment of product with reasonable price.

At First our target segment will be only one segment. Though we shall produce product for all people, we shall target only one age segment of people. But later we shall target more segments of people to get more people at our own side. We shall target only one side because, it is so difficult to target all at the same time. But we have the plan to satisfy our customers most, with our product. If become successful at the first stage we shall proceed for the next target market or make some sub-segment to broaden our market.

STRATEGY PYRAMIDS

We shall position ourselves at one of the top most position in the cosmetics in Bangladesh. We shall achieve our position by providing the best quality production so that the market need not go further in search of better product.

Though there are a lot of strong competitors in the existing market, we shall try best to get the market in different way targeting the segments in different ways and providing quality products in reasonable price. We shall create a brand image of our product so that our valued consumer can rely on us about our product.

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MARKETING MIX

In general low price product is often welcome in Bangladesh primarily. But in long-term area it is seen that no product can last long without proper quality. Our product success shall come with not only successful segmentation and quality production rather because of proper marketing mix.

PRICING

Our product will be sold on per product retail pricing. The distributors of the company itself will distribute the main areas and the price of each product will be fixed and no change of price by another person will be allowed.

DISTRIBUTION

Our company itself will distribute the product to the main areas throughout the country where it can be done in a profitable way. But in remote areas the company will take the help of other distributors.

ADVERTISING AND PROMOTION

From the starting of the company, Keya believes in the success in proper advertising. But out advertising of the skin care product will be targeted toward to teen age products.

CUSTOMER SERVICES

We always believe in proper customer service. We shall provide them with proper service so that they become more satisfied with our product.

MARKETING RESEARCH

Our company relies on marketing research. It takes decisions according to the customers want. Our company honors its valued customer. often conduct various types of research programs to know the customer want. We try to make the product what our customer wants.

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The financials will include

all the financial activities

relating to the new

marketing plan of the

company relating to the

implementation of the

plan. It shall provide

information how the

company is going to

finance the product, and

how the company is going

to use its money to get

more profit. The part will

include break-even point

analysis sales forecast and

other financial

information relating to the

marketing of the product.

We have taken the decision of entering the cosmetic market relying on what the consu,ers want. We made consumer researches. We made research on developing products according to market want.

Financials

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UVC

Breakeven point analysis

Sale Vol

FC

4375000

73000

RevenueSales

BREAK EVEN ANALYSIS

Here we can see that the company will meet the break even point at the sale volume of 73000 unit where the total revenue should be 4375000 per month.

At this point the company has net profit Zero taka.

Now let us see the break even analysis of the total project of the new plan-

Monthly Unit break even 73000

Monthly sales break even 4375000

Average per unit revenue 48

Average per unit variable cost 12

Estimated monthly variable cost

3500000

Average per unit price 60

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SALES FORECAST

We see that the sales information is ever changing. It never remains steady. When there is a change in advertisement, there is a change in sales volume.

Besides change in advertising cost in every step influences the sales volumes in every product.

Here is the monthly sales forecast is given of the three products-

PotentialConsumer

Growth 2011 2012 2013 2014

Therapeutic

10% 1585500 1744050 1918455 2110301

Cosmetic 30% 4835700 6286410 8172333 10624033Uninvolved

12% 2032500 2276400 2549568 2855516

Total 21.92% 8453700 10306860 12640356 15589850

MONTHLY EXPENSE BUDGET

Monthly expense budget of a program is require for a company as it is used as a tool to keep the project expense on right track and run business in a profitable way. Using the budget proper the marketer can take steps to correct or modify action plan.

Monthly Exp. Budget

2008 2009 2010 2011

Website 50000 10000 8000 8000

Advertisement 100000 80000 75000 80000

Printed materials

5000 5000 5000 5000

Percent of sales 7% 6% 5.5% 5.5%

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This is the last session of marketing plan. Here the marketers monitor various marketing information as monthly and annual revenue, Expenses: monthly and annual, Repeat business, Customer satisfaction etc. The term is important for a marketing plan as reviewing the information the marketer can take necessary steps to succeed the marketing plan.

Percent of sales 73% 78% 79% 78%

Implementation

Controls

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IMPLEMENTATION

The implementation section points out on how and when and by whom all the works of the marketing plan will be performed. Here all the milestones of the marketing plan is included.

Milestone Start Date

End Date

Budget

Manager

Department

Marketing plan completion

01 Sep 02 Dec 0 - Marketing

Web site formation 01 Sep 05 Nov 50000 Pvt. farm

Marketing

Advertise campaign 01 Sep 30 Oct 40000 - MarketingAdvertise campaign 2 01 Nov 31 Dec 60000 - MarketingCreating retail Channel

01 Oct 30 Dec 10000 - Marketing

Direct Marketing 01 Jan - 200000

- Sales

CONTINGENCY PLANNING

Our company is so sincere about it planning. It will try its best to make the plan success. But here is the possibility to the entrance of new competitors in the market with same type of product. Besides because of non-stable political group of the country the normal work of the company may hamper. This may be some problem to the success of

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our company. But in the long run our company will find out more efficient process to improve from that hinders.