1. By Nachiket Patil
POSITIONING IMPERIAL LEATHER AS THE BEST SELLING
LUXURY SOAP BRAND IN INDIA
A PROPOSAL TO
Dr. Ajit Patil
PRESENTED BY
Nachiket Baban Patil (11BSP1960)
TABLE OF CONTENTS
Company’s Mission Statement……………………………...1
Factors Affecting Buying Behaviour……………………….3
The Challenges………………………………………………...4
Current Market Analysis…………………………………..….4
Conclusion………………………………………………..…….5
SWOT Analysis…………………………………………..…….5
Strategic Planning……………………………………..……...7
Defining Company’s Mission…………………………..……7
Planning Functional Strategies…………………………..…8
Market Segmentation………………………………………....8
Target Marketing……………………………………………....9
Positioning the Product……………………………………..10
Marketing Research…………………………………………..11
Developing Research Plan…………………………………..12
Promotion…………………………………………………….…13
Setting the Budget………………………………………….….14
Sales Promotion…………………………………………….….15
Pricing Strategy and Distribution…………………………...16
Introducing Your Product……………………………………..17
Concept Development and Testing………………………….18
Product Description…………………………………………….18
Control and Suggestion………………………………………..19
References………………………………………………............19
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Company’s Mission Statement
Cussons Imperial Leather – a little luxury everyday
Our Mission Statement
Imperial Leather is a family of products that is determined to satisfy its customers. We
have a clear mission in our mind, which is, to build our existing products and
diversify. All of this shall cater the needs of all our customers. Our latest addition to
this family Imperial Leather Soap would serve as an example of our aim
The company sets up mission they need to be turned into detailed supporting
objectives for each level of management. Each manager
s h o u l d h a v e objectives and be responsible for reaching them. Our company
has the following objectives;
1. The first objective of our company is building the long term
costumer relationship. We made these relationship strong by providing
them maximum value and satisfaction.
2 . Th e s e c o n d o b j e c t i v e o f o u r c o mp a n y i s t o h a v e a ma r k e t
s h a r e o f a t least 30% within two years.
3. T h e t h i r d o b j e c t i v e o f o u r c o m p a n y i s t o p r o v i d i n g
o u t s t a n d i n g product and services to the targeted costumer to want loyalty
from the customer. If they are loyal then it will help our product to long
term satisfaction.
4. The fourth objective of our company is to give a competitive edge tot h e
competitors by developing product in such a way that it
c a n differentiate in the market and as well as in the mind of the
targeted customer.
5. The fifth objective of our company is to
m i n i m i z e t h e c o s t o f production and promotion and generate
maximum profits by using t h o s e p r o mo t i o n a l a c t i v i t ie s wh i c h a r e
l e s s e x p e n s i v e a n d mo r e i n effective.
6 . Th e s i x t h o b j e c t i v e o f o u r c o mp a n y i s t o i n t r o d u c e n e w
i n n o v a t i o n i n o l d products with better qualities and features.
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Factors Affecting Buying Behaviour
Price is the most important factor which affects the buying behaviour of
consumers, various price segmentations have emerged namely premium,
discount and economy. Imperial leather, Lux and Dove occupy the premium
market of soaps with increasing competition from such brands . Growth is
expected from this segment as the middle income bracket in India expands and
the premium brands will be the best to benefit.
Another important factor which affects the demand of soaps is the penetration
which the products have in the market. In this regard many consumers complain
about the low visibility on the market of Imperial Leather with some even
questioning its availability. Unilever with its nationwide distribution network is
currently has the enviable position of being the premium soap market
penetration leader with its brand Lux.
Brand personality is also increasingly becoming a major factor affecting Indian
consumers purchasing decision. It reflects the collection of experiences that the
public has with the brand; differentiates while creating a lasting impression in
consumers’ minds. With the burgeoning middle class, India consumers have
become more selective preferring brands they can identify with their lifestyles.
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The Challenge
In the mid-nineties Imperial leather was the best known brand of premium range
personal care products, but was also successful in the middle and lower market
segments through a mix of targeted ads and a consumer base that had few
options to choose from. But with increased competition from long standing
rivals Lux aggressive marketing and product visibility from new foreign imports
Nivea, and Dove, who appeal as trendier, youthful and more vibrant brands,
Imperial Leather is slowly losing its market share.
Imperial Leather due to its laidback promotional strategies, listless and
amorphous brand personality has lost touch with the younger generation who
having heard about the brand has never been seduced into actually purchasing
its products. If this situation persists, Imperial Leather may not be able to
compete let alone become the best selling luxury soap brand on the Indian
market.
Current Market Situation
Current market analysis
Any company which wants to be successful in the modern world must have a
concrete knowledge of their competitors. In order to be most efficient
a company should ensure that their product has outstanding features in
the c o mp e t i t i v e e n v i r o n me n t a s we l l a s t h e y s h o u l d t a k e i n t o
a c c o u n t t h e i r competitors policies. The competitors of Imperial Leather are;
Lux
Dove
Lifebuoy
Now we will discuss their features one by one.
LUX
T h e y h a v e t h e l a r g e s t s h a r e i n t h e s o a p i n d u s t r y o f I n d i a . Th e y
h a v e diverse Product mix. Market leader in countries including
Arabia, Brazil, India, Pakistan, Thailand and South Africa
Sales of 1.0 billion Euros in 2010
Sold in over 100 countries Lux uses good marketing campaigns.
They hire top models of the industry .Their product comes up
with frequent improvement and to compete with them is a hard job.
LIFEBUOY
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In lifebuoy soaps, beauty soaps and anti bacterial soaps
a r e a v a i l a b l e separate in the market. It has been one of the oldest brands in
India. It is the cheapest soaps available in the market and has a good market
share. But its quality is not so good. It is the choice of people who
cannot afford high price soaps. But quality conscious costumers never go for
lifebuoy.
Dove
The world's number 1 cleansing brand with double-digit growth
Sales of over € 2.5 billion a year in over 80 countries Dove has a good
market share in India. Many beauty conscious people prefer using
Dove. It can be one of our toughest competitors.
Conclusion
T h e r e i s a h i g h d e g r e e o f c o mp e t i t i o n i n t h e s o a p ma r k e t o f
I n d i a . I t requires something extra to be a market leader. Regarding
soaps when one u se s a s o a p t h e t h i n g s h e wo u l d e x p e c t a r e t h a t
i t p r o d u c e a r e a s o n a b l e l a t h e r , h a v e a p l e a s a n t a r o ma a n d
p r o d u c e t h e d e s i r e d c l e a n i n g e f f e c t . Imperial Leather delivers all these
values to their costumers.
SWOT Analysis
 Strengths
i. Excellent Management
Our Management department is really good as it consists
o f p o t e n t i a l workers recruited through a difficult procedure of selection
and testing. We have a strong belief in all our managers that they are the
finest people in t he i r r e s p e c t i v e s p e c i a l t i e s . Th e y d e t e r mi n e
s t r a t e g i e s f o r u s f i n d b e s t methods of doing so, coordinate workers
to have their best and implement decisions in a professional fashion.
ii. Exclusive Marketing Department
We are proud of our exclusive marketing department as this reveals
highly progressive ways to help maintaining our sales and profits. We
invest large amounts on this department and it provides us with the returns in
square.
iii. S u p p l i e r s a n d D i s t r i b u t o r s
Our company is maintaining a wide range of suppliers to
e n s u r e t h e availability of raw material in right time, quantity and quality.
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We also maintain an effective distribution channel that delivers our production
time in right areas and quantity.
iv. R & D d e p a r t m e n t
Our Research and development facilities are one of the best in the world. We
have completely equipped labs with latest equipment. Our researchers
work their day and night to generate new and effective products. Imperial
Leather is an excellent example of the brilliance of our R&D department.
v. Brilliant Costumer Care services
We h a v e a b r i l l i a n t c o s t u me r c a r e s e r v i c e . We g o t o g r e a t e r
h e i g h t s i n satisfying out costumers and making them loyal to us. This is a big
reason of our enormously growing market share.
vi. International Standard Ingredients
Our company use internationally certified and suggested ingredients in
our product to ensure health safety of our consumer as well as the environment.
Vii .Dedicated Workers
We have a team of dedicated workers who are specialists of their respective
fields. They have the ability to the best. They are very motivated and keen to
see their organization on top of the business. They work really hard to make
their dream a reality. We can arrogantly compare them with any other force.
 Weaknesses
i. C o s t s
B e c a u s e o f u s a g e o f h i g h q u a l i t y r a w ma t e r i a l i n p r o d u c t i o n ,
expensive r e s e a r c h a n d d e v e l o p m e n t a n d m a s s i v e
a d v e r t i s e m e n t o u r c o s t s o f production raises lowering our profits
and increasing our prices.
ii. M a n a g e m e n t
Due to our large scale business and a varie ty of products; it
s o me t i me s becomes difficult to manage it all. Even our strong management
sometimes falls short to give their best.
 Opportunities
Our innovative product Imperial Leather best suites the cold weather
by c a t e r i n g t w o c o s t u m e r n e e d s ( i . e .
c l e a n s i n g a n d m o i s t u r i z i n g ) simultaneously. This creates
an edge in the competitive environment for us. Nowadays people are becoming
more and more beauty and health conscious .This can help the progress of our
product.
 Threats
T h e e c o n o mi c c o n d i t i o n o f I n d i a is a b i g t h r e a t f o r o u r
p r o d u c e . Th e value of rupee is constantly falling in the international
market which can affect our business extremely adversely.
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Conclusion of SWOT Analysis
F r o m t h e S WO T a n a l ys i s o f o u r c o mp a n y w e c o me t o c o n c l u d e
t h a t o u r c u r r e n t ma r k e t s i t u a t i o n i s q u i t e g o o d . We c a n e n h a n c e
o u r p r o f i t s a n d revenues as we have a number of strengths and opportunities
ahead and we can eliminate our weaknesses by a good promotion.
Strategic Planning
Strategic Planning
It is the process of developing and maintaining a strategic fit between
the o r g a n i z a t i o n ’ s g o a l s a n d c a p a b i l i t i e s a n d i t s
c h a n g i n g ma r k e t i n g opportunities. It involves defining
a clear company mission, setting s u p p o r t i n g
objectives, designing a sound business
p o r t f o l i o , a n d coordinating functional strategies .Steps in the strategic
planning;
Following are steps in the strategic planning.
 Defining the company mission
 Setting company objective and goals
 Designing the business portfolio
 Planning the functional strategies
Defining the company mission
Mission Statement of PZ Cussons is
“Our purpose in PZ Cussons is to meet the everyday needs of people
everywhere.”Setting company objective and goals
Designing the business portfolio
We selected the product development strategy for our product, because
we are introducing new product with new features which no other competitor
or company is giving. Our features like moisturizing soap and Leather will help
us not only compete in the soap industry but also help us to compete in
the cold cream a n d m o i s t u r i z i n g c r e a m s e c t o r b e c a u s e
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t h i s f e a t u r e h a s n e v e r b e e n introduced before. But our
average prices will help us to grab the market share in a short span of
time. Our quality control will make sure that our c u s t o me r s n u mb e r
w i l l i n c r e a s e a n d i n c r e a s e t h e c u st o me r ’s e q u i t y. S o I think from
above facts that product development is the best strategy for the time being.
Planning the functional strategies
Our market department had a questionnaire survey that showed during
the winters the most common problem among the people is that they
have dry skin. They also showed that most people have dry and normal skin.
For this purpose we developed the Imperial Leather, which is rich in moisture
and keeps the fresh feeling. From our survey we were able to understand
that people will w e l c o m e o u r s o a p a n d w i l l s t a y l o y a l t o u s
i f w e c u s t o m e r v a l u e a n d satisfaction.
Marketing Process
Market Segmentation
Companies today can not satisfy the needs of all the buyers. This is
mainly b e c a u s e b u y e r s a r e t o o n u m e r o u s , w i d e l y s c a t t e r e d
a n d h a v e r a p i d l y changing needs and preferences. Rather than
trying to compete in an entire market and satisfy all its customers,
companies must identify the parts of the m a r k e t t h a t i t c a n s e r v e t h e
b e s t a n d mo s t p r o f i t a b l y b y s e g me n t i n g i t s market. Spotting the
target market of soaps used for washing face, we considered three types of
segmentation simultaneously.
 Geographic Segmentation
Geographic segmentation calls for dividing the market into different
geographical units such as nations, regions, states, cities, or neighbourhoods.
We are planning to make our product available in all the big cities of India. We
want Imperial Leather to be the market leader but we will initially try this in big
cities.
 Demographic Segmentation
In demographic segmentation we divided the costumers on two bases.
Age
We want to aim Imperial Leather to the age of 12-35 especially under the head
of demographic segmentation.
Type of Skin
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In addition to age we also consider the type of skin. We have two types of our
brand one especially for dry skin and other for normal skin.
Psychographic Segmentation
In Psychographic Segmentation we divided the costumers in social class
Social Class
Imperial Leather is soap, for the peoples of middle class, upper middleclass and
upper class. We want to make Imperial Leather a noble product, a product
showing status, honour and prestige.
Behavioural Segmentation
We have our soap specially designed for customers who want quality.
Our product is aided with special features so we also want to target
consumers, who want to get more and more features out of the price they pay.
That is all-in Behavioural Segmentation.
Target Marketing
Market segmentation reveals the firms market segment opportunities. It is
a process in which firm now has to evaluate various segments and decide how
many and which one to target. The following steps are involved in target
marketing;
•Evaluating market segments
•Selecting target market segments
•Choosing a target market strategy
•Socially responsible targeting
 Evaluation of Market Segmentation
In evaluating market segmentation we as a company have looked into factors
like segment size, growth, structure, attractiveness and company
recourses a n d o b je c t s . A f t e r d e e p l y a n a l yz i n g e a c h s e g me n t o f
t h e b a s e s o f a b o ve me n t i o n e d f a c to r we h a v e d e c i d e d t h a t t h e
a b o v e s e g me n t a t i o n wi l l b e instrumental of our company in the mission
of achieving our goals.
 Selecting the Target Market
After evaluation of each target market a company must decide which
and h o w m a n y m a r k e t s s h o u l d b e t a r g e t e d . W e h a v e
s e g m e n t e d t h e w h o l e market into different segments and have chosen
few of the segments to cater for.
 Choosing the Target Market Strategy
S i n c e o u r p r o d u c t i s a t t h e i n n o v at o r y s t a g e o f t h e P r o d u c t Li f e
C yc l e (PLC) curve therefore we are using concentrated marketing
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strategy. We divided all the market into segments and will cater for only a few
segments with the same product.
 Socially Responsible Targeting
Socially responsible targeting is basically the benefits you offer to your targeted
customers. The values of which you take care of regarding your customers
Hygienic ingredients
We are enthusiastic to use pure and rich ingredients for manufacturing our soap
so that we could deliver the best of health to our dear and important
Customers.
Environmentally secure
We make sure that our plants and factories are environmentally secure so that
our dear costumer’s environment remains safe and sound.
Positioning the Product
Developing Positioning Strategy
This is a two step process. First we have analyzed our product and
identified all possible competitive advantages there are number of
competitive advantages we have on other first and foremost is the that we
have an experience of many year in the field of skin care and secondly we
have a world wide experience of marketing, t h i r d l y w e h a v e
high quality and hygiene standards which are
o f international level. The second step is that choosing the right competitive
advantage to promote w e h a v e n u m b e r o f c o m p e t i t i v e
a d v a n t a g e f o r b u t w e h a v e c h o s e n t o promote high skin care in
dry and cold atmosphere of winter.
 Our Positioning Strategy
Our positioning strategy is “more for the same” that is why we are
offering the high and unique quality product at affordable price.
 Our Positioning Statement
A f t e r u s i n g I mp e r i a l Le a t h e r S o a p , yo u n e e d n o t t o u s e
e x p e n s i v e c o l d creams, oils and other tips to keep your skin safe in winter.
Communicating Chosen Position
We have taken strong steps to deliver and communicate the desired position t o
t a r g e t c u s t o me r . A l l t h e ma r k e t i n g mi x e f f o r t s a r e d e s i g n e d i n
s u c h manner that they support our positioning strategy and help to
communicate our positioning strategy.
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Marketing Research
Defining the problem and Research objectives
The first step in Marketing Research is defining Statement of the
Problem and the research objectives. We defined the statement of the problem
for our research as;
“To find out the general public’s view about our company and
Innovative product, generation of some ideas, and observation of our
target market and the levels of loyalty of our customers.”
After defining the statement of the Problem we need to set up the objectives of
our research. Our objectives for this research are;
To have a rough estimate of the uniqueness of our
idea and chances of its acceptance.
To know the general view of the
p u b l i c a b o u t o u r c o m p a n y a n d Product
To have some feedback about the company
To generate ideas
To observe the buying pattern and consumer
behaviour
To have an estimated idea about the loyalty of our
customers For these objectives we had performed
thrice of the research types i.e.;
 Exploratory research
 Descriptive research
 Casual Research
Exploratory Research is conducted to gather preliminary information. We
conducted exploratory research to generate ideas for our company. They
may include ideas or suggestions for the improvement of our company,
new product ideas. Ideas for our advertisement campaign etc.
Descriptive Research
Descriptive Research is done to better describe the marketing problems and
situations. We conducted descriptive research to know the general view of the
public about our company, to observe the buying pattern and
consumer behaviour, to have some feedback about the company, to
know the general view of the public about our company and product and to
have an estimated idea about the loyalty of our customers.
Casual Research
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Casual Research is conducted to test the hypothesis and to study the
cause a n d e f f e c t r e l a t i o n s h i p . We c a r r i e d o u t c a s u a l r e s e a r c h t o
h a v e a r o u g h estimate of the uniqueness of our idea and chances of its
acceptance.
Developing Research Plan
A research plan is a written document that outlines sources of information
of e x i s t i n g d a t a a n d s p e l l s o u t t h e s p e c i f i c r e s e a r c h
a p p r o a c h e s , c o n t a c t methods; sampling plans and instruments that
researcher will use to gather new data.
Existing data (Secondary data)
Secondary data is the data which is already present. Following existing data can
be used for this research; Data present in the company’s record D a t a
c o n s i s t i n g o f f e e d b a c k s a n d s u g ge s t i o n s o n o u r we b s i t e a n d
l e t t e r records Data from our previous researches and surveys Publicly
available information about market trends and indicators
Primary data
T o g a t h e r p r i ma r y d a t a w e u s e d f o l l o wi n g r e s e a r c h a p p r o a c h e s ,
c o n t a c t methods, sapling plans and research instruments
Research approaches
We used survey research approach to gather primary data. We
conducted various surveys to find out people’s attitudes preferences and
behaviour. For this purpose we went to retail stores and asked peoples
about their likings and disliking.
Contact Methods
We used personal interviewing in shops and roads as contact method of
our research.
Sampling Plans
Sampling technique is used to draw samples from a large population to draw
c o n c l u s i o n s f r o m t h e l a r g e g r o u p s o r p o p u l a t i o n . S a mp l i n g
t e c h n i q u e i s mainly used in making marketing research. Sample size We
selected a sample of 100 individuals. This sample consists of teenagers,
youngsters and old aged peoples. Type of Sample We selected “Stratified
random sample” for our research because it looks easy to have our
desired information by this method. Initially we divided our sample in mutually
exclusive groups of age and then selected randomly the individuals to solve the
questionnaires.
Research Instruments
We u s e d q u e s t i o n n a i r e s a s t h e r e s e a r c h i n s t r u me n t f o r o u r
r e s e a r c h . We designed a questionnaire of 20 questions from which 10
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questions were open-ended and 10 were closed ended. A sample
questionnaire is put together in the annexure.
Implementing the Research Plan
In this step we brought the strategy and plan into action. We collected all the
data, processed it and analyzed it. We floated the questionnaires and had
chitc h a t s wi t h c o s t u me r s o n v a r i o u s s t o r e s . We t h e n p r o c e s s e d
t h e d a t a a n d brought it in an analyzable form. After doing so we analyzed all
the data and found the responses.
Promotion
We carefully studied the different aspects of soap market in India. We
have found out that promotion is very important towards success and
wide acceptance and recognition of the product as well as the company. There
are three methods of Promotion, namely;
1. Advertising
2. Sales Promotion
3. Public Relations
Advertising
In promotion we basically had advertising in our minds which is any
paid form of non personal presentation and promotion of ideas or
goods by unidentified sponsor. Through advertising we wanted to
achieve 3 objectives which are:
a. Inform
b. Persuade
c. Remind
a. Inform
Through advertisement we want to inform the public that Imperial
Leather is available in the market at two prices (i.e. Rs 50/ - and Rs
30/-). We also want to tell them the benefits of Imperial leather and why they
should buy Imperial leather instead of other soaps.
b. Persuade
Through Advertisement we also wanted to persuade the public to buy
our product. We want to persuade them that our product has better features and
their purchase will be a better deal for them. This would mean turning target
customers into potential customers.
c. Remind
Lastly we would want the advertisement to keep reminding the public
that our product is available in the market and they should buy it as it offers
them greater utility. This is done so that the customer remembers the product
and its features.
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Setting the Budget
B u d g e t o f a d v e r t i s i n g d e p e n d s u po n i t s p r o d u c t l i f e c yc l e s t a g e .
I mp e r i a l Le a t h e r i s a o l d p r o d u c t , t h a t i s wh y i t n e e d s Lo w
i n v e s t me n t s o n advertising and promotion. It requires an overall
recognition and adoption. That is why we have decided to spent two lacks on
its initial advertisement.
Selecting Advertisement Media
Now we needed to decide which would be the appropriate medium for
our advertising campaign and what blend we should adapt in order to
make it more effective and impressive. We can choose between;
•Television
•Newspapers
•Internet
•Billboards
•Radio
•Magazines
•Pamphlets etc we decided to go for Television, newspapers, Internet, Radio and
Pamphlets f o r o u r i n t r o d u c t o r y c a mp a i g n . La t e r o n a s a r e mi n d e r
a d d w e c a n h a v e billboards, magazines TV reminder ads and pamphlets
•Television
Television has the greatest degree of influence for customers. It has
good mass market coverage while it combines sight sound and motion
appealing to the senses. Our advertisement would emphasize on finest
skin a person can dream of. Furthermore we would like to present Imperial
leather as the b e s t p r o d u c t a wi n t e r c a n h a v e . Th e s e a d s wi l l b e
d i s p l a ye d i n a l l c i t i e s where television is available. This will enable the
firm to create awareness of Imperial Leather and also promote it in the eyes of
the customer. Initially, a one minute descriptive add will be launched which will
be replaced later on with a 25 seconds reminder because of the high cost of
television ads.
•Newspapers
Newspapers are an important source with flexibility, timeliness, good local
ma r k e t c o v e r a g e , b r o a d a c c e p t a b i li t y a n d h i g h b e l i e v a b i l i t y.
T h e s a me approach is used for newspaper that was used for television. We
will initially design 1 ad, it will emphasize on the need to have a lovely skin all
over the year and then presenting the solution through Imperial Leather.
•Internet
Internet is a widely growing means of communication. Information on
the internet is immense and organizations nowadays maintain their
websites in order to cater the publicity needs. We have decided to
upload the adds of I mp e r i a l Le a t h e r o n o u r c o mp a n y’ s w e b s i t e
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a n d a l s o l a u n c h a s e p a r a t e w e b s i t e f o r I mp e r i a l l e a t h e r s o a p
d e s c r i b i n g i t s f e a t u r e s i n a mo r e d e t a i l e d fashion.
•Radio
Radio is an all time hit medium of communication and is still effective. We
have decided to broadcast the same jingle of TV commercial on the Radio.
•Pamphlets
Pamphlets are a very important mean of advertisement nowadays. Pamphlets
can go door to door and also stick on the shops to provide the
costumers handsome amount of information about the product. It also builds a
kind of c u r i o s i t y i n t h e mi n d o f t h e c o n s u m e r . We h a v e d e c i d e d
t o p a s t e 5 0 ,0 0 0 pamphlets all over the country in the first phase and
determine the number of next phase after the results of the first phase. Sample
pamphlet is attached in the annexure.
SALES PROMOTION
Sales promotion is a short term incentive to encourage the purchase or
sale of a product of service. Sales promotion has three fronts, which are;
∗Consumer Promotion Tools
∗Trade Promotion Tools
∗Business Promotion Tools
 Consumer Promotion Tools
From consumer Promotion Tools we selected the tool of Premium.
We are giving a sachet of shampoo to aid the beauty of our
customers. Combination of long, Silky and dandruff free hairs with
fresh and healthy face is to complete the recipe of beauty.
 Trade Promotion Tools
Trade Promotion Tools are the incentives given to
t h e r e t a i l e r s a n d wholesalers for deeds like carrying a brand,
giving special shelves to the product, persuading the consumer to buy the
product etc. Th e r e a r e t wo k i n d s o f t r a d e P r o mo t i o n To o l s wh i c h
a r e Di s c o u n t s a n d Allowances. Our company has decided to follow
Allowance tool. We will try display allowance to help promotion of
our product. In addition to that we will also give free specialty
advertising items such as pens, calendars, notebooks and paperweights to
carry the name of the product as well as the company.
 Business Promotion Tools
Business Promotion Tools contains all the elements mentioned in
consumer Promotion Tools and trade Promotion Tools. In addition to
these elements business Promotion Tools also contains conventions, trade
shows and sales contests. W e t h i n k t h a t p r o m o t i o n o f o u r
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16. By Nachiket Patil
b u s i n e s s i s b e s t d o n e b y c o n v e n t i o n s . Emphasizing on beauty
and skin care we will conduct a huge international convention on Beauty
and Skin care.
 Public Relations
“P u b l i c r e l a t i o n s” i s a n o t h e r ma s s p r o mo t i o n t o o l . B u i l d i n g
g o o d p u b l i c relations help the company in obtaining favourable
publicity and building good corporate image. Major public relations tools
include;
 News
 Speeches
 Special Events
S i n c e p u b l i c r e l a t i o n s , i s a v e r y i mp o r t a n t f o r a b u s i n e s s a n d
i t s s u c c e s s therefore we will try all the possible ways to build good public
relations. We can do this by remaining in the positive news, delivering speeches
wherever possible such as in a debate competitions or a dine-in or dine-out
occasion. We will also try to capture special events holding up a press
conference or a press briefing. In the above fashion, we will try to
promote Imperial Leather and make it one of the most successful product
in the soap industry.
Pricing Strategy &Distribution
 Pricing Strategy
We will use the market skimming pricing strategy because Imperial Leather has
a name and a huge market share and customers have a good perception
of Imperial leather .We w a n t t o a t t r a c t t h e c u s t o me r s b y g i v i n g
mo r e f o r s a me . Th e c u r r e n t customers of Imperial Leather will definitely
be attracted towards the product if we use the right price. So that is why we are
introducing it with two sizes small and bath size with prices of 30 and 50
respectively.
 Distribution
For the distribution of our product Imperial Leather
w e w i l l u s e a d i s t r i b u t i o n C o m p a n y . We will hire a
distribution company and make our distribution through them. The reason
is the lack of logistics. Our company is short of some loading and unloading
personnel and trucks for the delivery s o w e c a n d i s t r i b u t e o u r
p r o d u c t e f f i c i e n t l y b y h i r i n g a p r o f e s s i o n a l distributing
company. We will use the company sales force (which we will hire) to
cut the cost of t h e d i s t r i b u t i o n a n d i n c r e a s e t h e e f f i c i e n c y .
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17. By Nachiket Patil
W e w i l l a l s o b u i l d m a j o r warehouses in the major points. This
will help us to provide the product to the customer more effectively. We
will do intensive distribution strategy, by g i v i n g t h e p r o d u c t t o a s ma n y
o u t l e t s a s p o s s i b le . We wi l l d i s t r i b u t e o u r product to wholesalers
as well as retailers through our distribution force (which we will hire).
We will distribute from large retail stores present in b i g s h o p p i n g
p l a z a s t o s ma l l gr o c e r y s t o r e . Th i s wi l l ma k e o u r p r o d u c t where
and when consumer want. This will provide convince to consumer and
give maximum brand exposure.
Introducing Your Product
DEVELOPING A Old PRODUCT
Following steps are involved in developing a new product and our company
followed these steps very carefully in order to develop a successful product.
i. Idea Generation
ii. Idea Screening
iii. Concept Development
iv. Concept Testing
v. Product Development
 IDEA GENERATION
T h e f i r s t s t e p i n t h e p r o c e s s o f p r o d u c t d e v e l o p me n t i s i d e a
g e n e r a t i o n . Before innovating any product every company has to generate
various ideas t o w o r k o n i t . I d e a s c a n b e g e n e r a t e d f r o m
e i t h e r I n t e r n a l S o u r c e s ( Ex e c u t i v e s , e mp l o ye e s , s c i e n t i s t s
o f t h e c o mp a n y) o r Ex t e r n a l S o u r c e s (Competitors, suppliers,
distributors, and customers)
⇒Our company’s sources of idea generation
F o r a s ys t e ma t i c s e a r c h f o r n e w - p r o d u c t i d e a s , o u r c o mp a n y
d e c i d e d t o generate ideas from both the internal as well as external sources.
 Internal Sources
We developed different programs that encourage employees to think up and
create new product ideas. We had also conducted meetings with employees of
our company to find out new ideas. We designed special task forces
of five peoples to work out different ideas for our company.
 External Sources
Our company conducted surveys to seek knowledge about the needs
and wants of the target customers. We have generated ideas by
observing the needs and preferences and buying patterns of our customers. We
conducted t a l k s w i t h c o s t u m e r s i n t h e s h o p p i n g m a l l s a n d
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18. By Nachiket Patil
t h e n t r y t o s o l v e t h e i r problems by giving a product as solution to
troubles.
 IDEA SCREENING
After idea generation, the second step is idea screening that helps spot good
ideas and drop poor ones as soon as possible. We want to go ahead
only with the product ideas that will turns into profitable products. A f t e r
idea screening, our company has deci ded to deliver value
t o t h e costumers in the form of quality beauty soap this winter. From
surveys we had observed that in winter people got their skin dry because of
cold and dry atmosphere. They need to use oil, cream and different tips
after washing their hands and face to protect their skin. But we
discover a formula that protects them from rough and dry skin and they do
not need to use different k i n d s o f o i l s , c r e a m s , a n d t i p s a f t e r
washing their hands with Imperial leather.
CONCEPT DEVELOPMENT
“Imperial Leather” is a specially designed Soap for those peoples who want t o
k e e p t h e i r s k i n s a f e f r o m d r yn e s s o f c o l d a t mo s p h e r e a n d
w i n t e r , a t affordable cost.
CONCEPT TESTING
We have tested the concept of our product by developing a
questionnaire about the concept of our product. Then we distributed
this questionnaire in children, teenagers and professionals by using Cluster
sample technique with a sample size of 100.After interpreting the results of our
survey, we have come to know that our product concept is successful
because 85% of our target customers showed p o s i t i v e a t t i t u d e
t o wa r d s o u r c o n c e p t , e s p e c i a l l y t e e n a g e r s a n d b e a ut y conscious
people. Moreover, almost 83% people wanted to buy and try our product.
Now after considering all the above steps our company has finally
decided to develop “Imperial leather” in physical form and launch it in the
market.
Product Description
Imperial leather is available in two forms i.e. Moisturizing and Normal
soaps. These are in White and pink colours. Imperial Leather white is a
moisturizing soap. It is specially designed to h e l p t h e r o u g h s k i n s t o
c o p e wi t h t h e h a r d s h i p s o f we a t h e r . I t i s a n e w f o r m u l a o f
glycerine and hydrogenated tallow acid. It has an
a d v a n c e d formula of Vitamin E and Leather which makes the skin
soft and healthy. It also has a refreshing scent which makes the user feel
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comfortable and active. Imperial Leather pink is for people having
normal skin. It is also equipped with Vitamin E to retain healthiness of
skin. A special scent is added to it which gives a soothing effect to the user.
Control and Suggestion
 We will maintain a strong quality control department to make
our Imperial Leather the best of all its competitors. For this we will make
our TQM department more and more efficient.
 We would like to make more and more innovations in our product so that
it can be the best solution to the problems of our costumers
 We will also like to make our distribution to more and more cities and
towns.
 Our advertising campaign will be watched carefully to give the desired
results.
References
 Principles of Marketing By Philip Kotler ( Thirteenth Edition)
 www.google.com
 www.imperial leather.com
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