This presentation summarizes a marketing project for SKAM Company's target anti-bacterial soap. The presentation outlines SKAM Company's mission to provide high-quality, affordable products that improve consumers' lives. It then discusses the marketing department structure, provides a SWOT analysis, and outlines the target market, positioning, competitors, and marketing mix for the target anti-bacterial soap. The marketing mix details the product brand name, competitive pricing, wide distribution through stores, and promotional activities including personal selling, billboards, and TV commercials.

1. Project Presentation on SKAM
FMCG Company
Presented By
Anum Perwaiz (140051)
Mehwish Kiran (140053)
Saud Amjad (140055)
Kamran Naeem (140057)
MBA (3.5)

2. SKAM Company
Skam Company Pakistan is a fast consumer goods company. Our goal is
to become the finest consumer goods company operating locally in
Pakistan. To fulfill this goal, we are serving Pakistani Consumers in order
to make their everyday lives better. The company priority is to bring the
best and most relevant products to people wherever they are,
whatever their needs throughout their lives.

3. Mission Statement
“We will provide products of superior quality that improve the lives of
the consumers now and for generations to come and delivering better
solutions to consumers and customers”
Vision
“Skam is about passionately delivering better solutions in household
cleaning, health and personal care to customers and want to be
recognized as the best consumer products company in Pakistan”

4. Marketing Department Structure
Marketing
President
Product manager
Marketing
strategies
Manager
Advertising
director
Public relation
manager
Marketing
research director
Promotion
director
Creative Service
Secretary

5. SWOT Analysis
• Strength:
• Excellent for treating skin irritations, cuts/bruises and seasonal
applications.
• Has products like antiseptic liquid, soaps, sanitizers, bodywash etc
• High quality at affordable prices

6. • Weakness:
• Competition from other similar products means stagnant market
share.
• Despite excellent product, limited penetration in rural markets

7. • Opportunity:
• Better penetration in rural markets and emerging economies.
• Imparting education about importance of hand washing to
prevent spread of germs.

8. • Threats:
• Competitive Pricing.
• Attractive Packaging of competitor products.
• Good Advertisements by competitors

9. Marketing Strategy
our company adopt low price strategy in order to enter in a market
Products offer by Skam Company
• Anti dandruff shampoo and conditioner
• Detergent
• Anti-bacterial soap
• Air fresheners
• Kitchen tiles and glass cleaner

10. Target anti-bacterial Soap
• Target anti-bacterial soap is designed to provide excellent germ
protection for the whole family
• As we know that mostly peoples are severely affected by the diseases
like typhoid, plague and yellow fever so it is introduce as disinfected
soap in order to provide safe and healthy life to consumers.

11. STP Strategy
Our target anti-bacterial soap is based on various segment
• Demographic Segmentation
Gender: Male and female
Age: 18 years to 45 years
Kids: Age range: 5-14 years
Social class: mainly target middle and upper middle class in urban and sub-urban areas
• Geographic Segmentation
Include almost all urban – suburban, small towns and some rural areas of Pakistan
• Psychographic Segmentation
Young housewives and mothers who care about the health and wellbeing of her family and
educating children about health and hygiene

12. Target Market
The target market of target anti-bacterial soap is all households who
can afford buying soap and who want to fulfill an everyday need
(bathing) that provides them and their and their family with a 100%
complete protection form germs and cleanliness from dirt.

13. Positioning
The positioning of Target is reflected by the positioning statement that emphasizes on “All day
freshness and germ protection”
Low Quality High Quality
High Price Safeguard
Dettol
Low Price
Target

14. Competitors
Currently, our direct competitors are
• Safeguard
• Dettol
Distribution Model
Company
Wholesaler
Retailer
Consumer

15. Marketing Mix
Product
Brand of the product is target and the brand name is selecting very carefully. It suggest some ideas
and about the qualities that products gives. It is easy to remember and easy to pronounce
Price
The price of our target soap is low comparatively to its competitors
The price of our target anti-bacterial soap
70 grams bar is 40Rs
120 grams bar is 55Rs

16. CONTINUE……
Place
Target anti-bacterial soap is available at general stores and utility stores that is convenience
for customers and also display at top store (Al-Fateh, Best price, metro cash and carry) to
provide maximum availability and visibility to customers
Promotion
• Personal selling
• Bill board
• Advertise on social websites
• Through TV commercial