we had a project for marketing to develop a new product so we developed a keratin adhesive nail paint...here r the sslides

1. Keratin adhesive
nail paint by
nailed it!

2. Our team:
Ayesha Nazir (G1F17BSCS0090)
Maliha Afzal (G1F17BSCS0093)
Rimsha Virk (G1F17BSCS0142)
Zarnish Choudhry(G1F17BSCS0099)
Zainab Anwar(G1F17BSCS0112)

3. Presenting to:
Prof.Hafiz Ahmed Ashraf

4. “
“ALWAYS DELIVER MORE THAN
EXPECTED”

5. Our vision:
“we wish to introduce
more colors & design
which will be providing
same feature.
We wish to provide easy to
use & time-saving product
especially for working
women”
Our mission:
“Our mission statement is to
provide superior quality
product to our customers,
we promise we do not
compromise in our quality .
We give efficient and
superior customers services
because customers
satisfaction is our prime
objective”

6. A glance at how it started……
UNDERSTANDING THE MARKETPLACE… RESEARCH CUSTOMER NEEDS & WANT….

7. SEGMENTATION: TARGETTING:

8. Our product development process
first
second last

9. Our product development process
first second last

10. Our product development process
first second last

11. hello!
I’m Zarnish Choudhry & I’m
Rimsha Virk

12. 1.
Market Plan

13. Everyone wants to get facilitates more and more. There is too much
problem applying nail paint on our nails and it take to much time and here
is the solution to our problem. We are making the keratin adhesive nail
paint which works like this. “Keratin Adhesive Nail Paint” a new product this
is never introduced before and not available in Pakistan.
The goals and objectives based on demographic and psychological
segment. Our product is designed by keeping in view of customers demand
and price plan is suitable for customers. We are targeting specially
consumer segments and, in these segments, we are targeting females.
We provide quality product because we don’t compromise on quality level
and create good relations with our customers. When we apply a drop of this
nail paint on our nail it will spread on when there is skin it will not move
further.
Executive summary:

14. Current market condition:
We provide quality product because we don’t compromise on quality level
and create good relations with our customers. When we apply a drop of
this nail paint on our nail then it will spread on when there is skin it will
not move further.
Need:
The basic goal of any company is to launch a product that meets the needs
of its target and our nail paint totally meets that criteria . Because it a
totally need based product . It is introduced and developed by females
who understand the needs of other females who are their main target so
it definitely meets the needs of its customers every female understands
that the main problem with an ordinary nail paint.

15. Benefits:
We are bringing something that will change your concept about nail
polishes . Something that will complete one hour task in just few minutes . A
nail paint whose one drop will spread itself on your whole nail and it will not
stick to your skin . LOREAL has accepted our offer to launch our brand under
its company name. With launch of this product our consumers will never
have to go to salons to get perfect nails done.
Market Descriptions:
Adhesive Nail Paint consist of many different design and different colors .
Different design of Adhesive Nail Paint are available in market . We have to
make different market segments and then we have to make and describe
our target marketing .The segment that we have to selected it must be
Measurable , Accessible , Substantial , Differential…….

16. As we have to decide to operate all over country(especially in malls) so we
may pay attention to needs and demands of people located on that area
and towards that consumers who came for shopping. In malls and markets
there are many Nail Paint that are available in different designs.
Competitive review:
Our brand “nailed it” is being launched under a well reputed company
“L'Oréal”. It is the leading company in the personal care and cosmetic
industry. It definitely have its competitors
MAC LAKME AVON
CHANEL DIOR

17. MAC
Mac Nail Polish is the long-lasting, high-Impact nail color glides on
smoothly, for a lovely, Crack-free coat that won’t dull or streak intriguing
and luscious, this polish is enriched With Vitamins, conditioners, and UV
protection. As a bonus, it dries in a flash, and prevents your nails from
becoming brittle or cracked.
CHANEL
Chanel (Le Vermis ) is a shiny, high-coverage nail polish that remains
gentle on the nails. A thin brush for precise application. An ergonomic cap
for easy use. No spill bottle, even when turned on its side. A long-wear
protective nail polish with lasting shine designed to make vibrant colors
dazzle. Long-wearing, extra-fine and ultra-shiny.

18. Swot analysis
STRENGTH:
 Our target customers(Female)
 Keratin Adhesiveness
 Its tidy & never messy
 Launching with a well reputed
company(L’Oreal)
WEAKNESS:
 Limited Quantity
 Totally new innovation
 Less market share
 Limited profit at start

19. OPPORTUNITIES:
 Increase distribution network
 Promote on different events
 Introducing classy Trendy
colors
 Gain customer loyalty
 Market growth
THREAT:
 Limited shelf space given be stores
 Such brands by our competitors
 Any new innovation with more
added features

20. hello!
I’m Maliha Afzal , I’m Zainab
Anwar & I’m Ayesha Nazir

21. 2.
Market Mix

22. PRODUCT:
As we already told:
 It’s a Keratin Adhesive Nail Paint & it’s a keratin
adhesiveness makes it different from other ordinary
nail paint.
 It does not sticks to your skin & spread evenly on your
nails just in a minute or two.

23. Product(packaging):
 The packaging of nail paint has a clear
glass bottle & is in round shape.
 A dropper of best quality. Dropper is for
forever & nail color depends on expiry.

24. PLACE:
 We are launching it in all the cities of
Pakistan through stores, malls &
through different events .
 We will soon be expanding & launching
it overseas.

25. PROMOTION MIX
For promotion we used different
promotional tools which are as
follow:

26. Sales promotion:
 Before launching our product we will be
providing our free sample at malls , stores
to display on their counters.
 We will be providing different offers,
discount & membership cards to our loyal
customers.
 We will be introducing promo code for our
product as well.
 For Sales Promotion, we will be traffic
builders (pens, calendars) with our logo.

27. Public relation:
 As we are a cosmetic brand,
and we will be providing a
beauty product for females so
we will be making media public,
internal public, customer public,
social media public.
 As females will mostly prefers
social media, they are very
socially active nowadays they
are always in touch with social
sites.

28.  Media public is important for us to create
relation with media which will be boast our
product publicity as our brand, its product
will become a source of content for them
which will be beneficial for our brand.
 Internal public will be our own employees
who will be helping promote our product.
 Customer public will be our relation with
the target customers who are female so
will try to cater them by different strategy

29. Advertising decision:
 Communication Objective:
The main objective is to let the customer know the worth of our
product & the special quality of our nail polish that idea will be
clearly promoted through our T.V Ad.
 Budget decision:
Our budget decision is based on :
“AFFORDABLE” as of now but in future we will be taking “COMPETITIVE
PARITY” as in future we will be facing competition .

30. Big Idea
 Every ad has a big idea, our ads big idea will be to convey the comfort
and easiness customer can get by using our nail paint. And how our
product will be a time saving revolution in the fashion industry.
2 main messages will be communicated in our ad
 Difference between our nail paint and an ordinary nail paint
 Tell the customers how to use our revolutionized nail paint.
 MESSAGE DECISION:
“Nails before Males”

31.  Our Ad consist of Slice of Life, Fantasy & is musical (as you
will see)
 Media Vehicle:
As we are going to display a tv ad, hence our media vehicle is
TV which is the best source to promote our product and
communicate and deliver our idea to the customer.

32. Reach:
Our ad will be displayed
on channels watched by
females ARY,HUM TV,GEO
kahani etc as they air
drama serials & morning
shows & cooking
channels MASALA TV,
ZAIQA TV.
Frequency:
Our goal will be
to run the ad 5 to
7 times a day.
Impact:
The ad will mostly run at the
peak hours when females are
free to watch tv
And that is 9am to 12pm for
housewives when morning
shows are aired & And then
9pm to 12am a its primetime
for dramas to air.
Media decision:

33. Direct marketing:

34.  TEXT (SMS) MARKETING:
We easily send messages to large groups of people at low cost. Most people monitor
and read their text messages closely, so our messages are less likely to be ignored
than messages sent via direct mail or email marketing. According to our product we
thought that it is more suitable and easy to deliver message to our customers and
customers easily know about our product.
 ONLINE SHOPPING:
Independent sales, people (new generation) like us use this way to sell their
products and services. People shopped online according to their needs and wants.
We directly sell our product to our customers easily.

35. CATALOGUE:
It is more suitable and easy to deliver message to our customers and customers
easily know about our product. Catalogues are a great vehicle to provide detailed
information about your products.
ADS ON MOBILE:
People can expect to see some promotions and advertisements. Instead of
approaching your market on the streets in the form of posters, mobile
advertising takes advantage .
Mobile advertising is a cost-effective option for actively getting direct
communication with the people who matter most to your brand.

36. Our Social sites :

37. PRICE FLOOR:
 Price floor: 10 to 20 Rs
 Cost per bottle:
 Filler = 0.04 Rs
 Brush=0.12 Rs
 Internal contents: 2 to 3 Rs
 Total: 3 to 4 Rs
 Other accessories:
 Packaging ,Artwork and displays cost 5 Rs
PRICE:

38. Price Ceiling: 500 Rs
 Price of regular nail polish:150 -250 Rs
 Price of branded nail polishes: 400 to 1000 Rs
 Our price: 320 RS

39. Target market:
 middle class woman (mostly working ladies)

40. Pricing Technique used:
 Cost based pricing technique is used
Pricing Technique:
 2 part pricing:
 Fixed price: 320 rs
 Variable price:
 Pack of 3 nail polishes in 700

41. our strategy:
 Market penetration strategy with low initial price to attract the
customers and to keep the competition out of market.

42. price changes:
Further changes will be made on the basis of:
 Cost inflation:
 Hot product.
 Increased demand
 Under these circumstances price will be raised.

43. 2.price changes:
Price cuts:
 Models not selling well
 Quality issues
 Price will be cut down.

44. Here are some reviews of people about our
product…

45. thanks!
Any questions?

46. Hope We Nailed It !!!