hello friends ,My name is Tahir Akram, My education is M.com (Finance) ,ACCA). My marketing Project

2.  Presented to:
PROF. QASIR FARID
 Presented by:
TAHIR AKRAM

ROLL NO :
‘108’
UNIVERSITY OF LAHORE
School of accountancy of finance

3. “Tahir Beauty Products COMPANY”

4. COMPANY NAME
T
personal Care You Deserve
Tahir Beauty Products CO.
“Tahir Beauty Products COMPANY”

5. Contents

Company Profile

Introduction

Mission

Objectives

Marketing Mix

Products

Distribution Chennals

Net Work

Sales Promotion

Market Segmentation

Place

Product Positioning

References
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“Tahir Beauty Products COMPANY”

6. Marketing Project Report
on MoonShine Soap
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MoonShine Soap
By :
Tahir
Akram
“Tahir Beauty Products COMPANY”

7. MoonShine Soap

9. Company Profile
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Pakistan – 1988
Pakistan largest company
Touching 2 out of 3 Pakistani consumer
20 distinct categories – Home and personal care products.
PTL
100 factories – Pakistan – Manufacturing its diverse
product range.
Headquarter: Lahore
Market share – Toilet soap category – 54.3%
“Tahir Beauty Products COMPANY”

10. Mission
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Our mission is to make our
company the most
progressed & profitable
organization in MoonShine
Soap making. we have the
ability to over come the
market by giving our best to
the customer according to
their demands and also the
market requirements.
“Tahir Beauty Products COMPANY”

11. Introduction
Tahir co. is one of the world’s largest
and leading multinational
companies.MoonShine commenced
their business activities on a larger
scale by setting up their first factory
in Pakistan, in the year of 1888. The
usage of MoonShine products by over
90% of the people in Bangladesh
stands a testimony to their successful
operation. Their array of products
show that they produce household
care, fabric cleaning, skin
cleansing, skin care, oral care, hair
care, personal grooming. products
under worldwide famous brand
names Queen Soap , Fair &
Lovely, Pond's, , Ness Soap, Silk
Soap, Rainbow Soap, Charlie’s Soap.
T

12. T
“Tahir Beauty Products COMPANY”

13. The product mix refers to the
number of different product line the company
carries
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 Personal wash
 Laundry
 Skin care
 Oral care
 Deodorants
 Colour cosmetics
 Shampoo
“Tahir Beauty Products COMPANY”

15. Product
Product Classification
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 Tangible
 Non durable good

Moonshine and other soaps fall
into the category of convenience
good.
“Tahir Beauty Products COMPANY”

16. Sales Promotion
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 Moonshine gold star offer: 22 Carat Gold
 coin in the Soap First 10 caller
(Extra 30 gm gold)
 Moonshine star bano, Aish karo contest: A
 special promotional pack of Moonshine
soap
Scratch card 50 lucky winner got
the chance to meet Priyanka Chopra
“Tahir Beauty Products COMPANY”

17. Price
 Company sets the prices of the
products by:
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 Analyzing the market situation.
 Actual cost of the product
 Marketing expenses of the
product.
 Profit margin of the company.
 Comparison to other home
appliances.
 Setting deal with dealers
“Tahir Beauty Products COMPANY”

18. Place
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Company places its product:
 According to the requirement of
customer and market.
 In more populated area of the
city.
 Against competitors products.
 More convenient to the
customers.
“Tahir Beauty Products COMPANY”

19. Pricing objective
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 Profit oriented
 Sales oriented
 Status quo-oriented
“Tahir Beauty Products COMPANY”

20. Product Life cycle
“Tahir Beauty Products COMPANY”

21. Prominent Variants
 Moonshine almond
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 Moonshine orchid
 Moonshine fruit
 Moonshine saffron
 Moonshine sandalwood
 Moonshine rose
 Moonshine international Moonshine
chocolate
 Moonshine aromatic extracts
 Moonshine oil and honey glow etc.
“Tahir Beauty Products COMPANY”

22. Logo
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Labelling:
 Moonshine trade character or logo
is
 present prominently in the
package
 Female model
 Displayed graphically
 Ingredients
“Tahir Beauty Products COMPANY”

23. Packaging
 Different colors – Different
variants( Saffron – Saffron variants &
Pink , Rose extracts etc.
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 Package size – 100gm, 120gm, 150 gm
 Launched – Mini Moonshine – 45gm
“Tahir Beauty Products COMPANY”

24. Market Share PTL
90
80
70
60
50
40
Series 3
30
Series 2
20
Series 1
10
0
Fabric Wash
Personal
Wash
Shampoo
Skin
Toothpaste
“Tahir Beauty Products COMPANY”

25. Revenue Percentage
Exports
13%
Others
5%
Home
&Personal
Care
82%
“Tahir Beauty Products COMPANY”

26. “Tahir Beauty Products COMPANY”

27.  2000+ Suppliers and associates
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 4000 Redistribution stockists
 Covering 1 million retail outlets
 Reaching 250 million rural
consumers
“Tahir Beauty Products COMPANY”

28. T
Producer
Producer
Producer
Consumer
Retailer
Agent
Consumer
Retailer
Consumer
“Tahir Beauty Products COMPANY”

29. Recommendation
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 Moonshine kids special soap
 Target rural area
 Target male customers
“Tahir Beauty Products COMPANY”

30. Network
Factory Company warehouses
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Distributor Market
Factory Wholesaler & Big
retailers
Bulk orders 30% Sales
“Tahir Beauty Products COMPANY”

31. There are three major steps in
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market segmentation.
 Market segmentation
 Target marketing
 Market positioning
“Tahir Beauty Products COMPANY”

32. T
 Gender: Female
 Age: 16-35
 Highest selling beauty soap in urban
area
 (Rural area: Lifebuoy)
 Expensive – Affordable,
 Target Area: Urban and Sub urban –
Upper
 middle and middle class people
 Income: Middle income group (Rs. 15 to
20)
“Tahir Beauty Products COMPANY”

33. OUR TARGET MARKET
“Tahir Beauty Products COMPANY”

35. •Product market growth matrix
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Market penetration
Market development
Product development
Diversification
“Tahir Beauty Products COMPANY”

36. Product Positioning of Moonshine
 Created Good Position Buyers mind Better
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 product attributes, price and quality
 Offering product in a different way
 Offering improved quality of the product
 affordable price with high branding to
position the product as a best quality
beauty soap in buyers mind.
 Market share of PTL : 55.3%
“Tahir Beauty Products COMPANY”

37. References
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www.wikipedia.com
www.MoonshineSoap.pk
 www.Google.pk
www.PTL.pk
“Tahir Beauty Products COMPANY”

38. Swot assessment
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“Tahir Beauty Products COMPANY”

39. BCG matrix
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Stars
Cash cows
Question marks
Dogs
“Tahir Beauty Products COMPANY”

40. The GE business screen
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 Invest protect
 Invest protect
 Protect
harvest
harvest
divest
“Tahir Beauty Products COMPANY”

41. Characteristics and implications
of product life-cycle stages
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Characteristics
Customers
Competition
Sales
“Tahir Beauty Products COMPANY”

42. Marketing implications overall
strategies
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 Costs
 Product strategy
 Pricing strategy
 Distribution strategy
 Promotion strategy
“Tahir Beauty Products COMPANY”

43. Essential features while launching a
product
 New project development process  Unit price
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 Idea generation
 Length of life
 Company goal
 Quantities purchased
 Screening of ideas
 Frequency of purchases
 Business analysis
 Standardization of competitive
products
 Prototype development
 Market test
 Commercialization
 Characteristics:
 Quantity of supply
 Marketing consideration:
 Nature of channel
 Negotiation period
“Tahir Beauty Products COMPANY”