Marketing plan (simple example) Essay

1.0 EXECUTIVE compactThis merchandising plan consists of the whole planning for launching our in the buff crossway which is Safi For workforce. Safi For Men concern of the workforce consumers who really criminal maintenance about their appearance or well know as metrosexual guys. In this trade plan, we brook the information included the company description, strategic center on and plan, SWOT analysis, industry analysis, contender analysis, consumer analysis, product- market focus, marketing program as well as marketing bud draw a bead on planning. In the end of this marketing plan, we yield a few pictures of our new products as the appendices.2.0 COMPANY DESCRIPTIONSafi was founded in 2011 started to lead the Halal grade which consists of a unique and comprehensive invest of scrape awe, private c ar and toiletry products true exclusively to put together the needs of modern Muslim wowork force and men. Made with the finest inherent ingredients that conform to Syarak requirements and certified HALAL by a stringent independent body JABATAN KEMAJUAN ISLAM MALAYSIA (JAKIM), SAFI is firmly steeped in Muslims traditions with products that atomic number 18 alcohol and gluten-free.Safi is manufactured in ISO and dandy Manufacturing Practice (GMP) certified production facilities. Safi endeavours to provide the best quality products to meet the growing needs of our consumers. To envision product quality, consistency and flexibility of supply, Safi are manufactured 100% in factories located in Malaysia. all(a) Safis products conform to international standards, including Federal Drug Authority (FDA), European Economic Community (EEC)/COLIPA, the British Pharmacopoeia (BP), Cosmetics, Toiletries & Fragrance Association (CTFA).Safi had succeeded in marketing their products include skin care and personal care such as toothpaste and fragrance. The latest one is Safi Shayla which pointed to egg-producing(prenominal) consumer who are wearing scarves.3.0 STRATEGIC FOCUS AND PLAN3.1 representationA leading brand of Wipro Unza (Malaysia) Sdn. Bhd.No. 1 Halal Brand in MalaysiaSpecific focus on the Malay/Muslim consumers3.2 GOALSLong TermTo be the leading halal skin care product in MalaysiaTo be the best halal skin care productTo further snap halal skin care product both in local and global destination perfectly TermTo strengthen and enhance brand identity as well as brand cognisance to come across brand loyalty among customers To utilize every possible medium of mass media in publicise activities to separate out awide stretch of audience To exceed sales expectation and sustain a greater emergence yearly3.3 CORE COMPETENCY AND SUSTAINABLE COMPETITIVE ADVANTAGEThe strategy for Safi is appeal to a target group who are looking for Halal personalcare products, and give them the best their money can buy in terms of an overall brand experience. Safi also is the market leader in Halal personal care market whos targeting of Malay/ Muslim consumer. Therefore, it depends to Safi to set the benchmark of innovation and market expansion.4.0 SITUATION outline4.1 SWOT ANALYSISSTRENGTHThe first halal skin product in Malaysia100% natural ingredientsAffordableWEAKNESSESSmall capital pard to the competitorsLess consumer awareness and consumer adoption towards other(a) products such as personal care (shampoo, deodorant and toothpaste)OPPORTUNITIESEmerging market in Halal cosmeticsHigh step-up market strike concern lifestyleTHREATSA lot of competitors who offered almost the same function for each product The competitors value which is too high compare to Safis products which lead to perceived quality and product comparison4.2 INDUSTRY ANALYSIS TRENDS IN SKIN CARE AND PERSONAL CARE PRODUCTS IN male person MARKETAccording to Barker (2013), the worldwide skin care market grew from $1577.8 one million million million in 2007 to 2737.4 million in 2012. The market is being driven by consumers in the Asia-Pacific region, which accounted as much as $1623. 1 million in 2012. Overall the industry has much than double in size since 2007. This gives the hazard to Safi in to enter the mens market. Tyrimou (2014) report that the sun care collection has an average growth of 15% over past five age.This will give opportunities to Safi in producing products for sun care since the average growth is quite high for the past five years. According to Sarah (2009), the vitamins in camels take out is higher compare to goat draws. In contrast, goats milk contains higher calcium in its component. Therefore, Safi take this opportunity to enter the market by producing skin care for male consumers by offering the camels milk base skin care products.4.3 COMPETITORS IN THE INDUSTRY4.3.1 GarnierGarnier is a mass market cosmetics brand of LOral that produces hair care and skin care products. The company started as Laboratoires Garnier in 1904, and was acquired by LOral in the 1970s. Current product lines include Fruct is shampoos and conditioners, and Nutrisse hair colour. Garnier is interchange in numerous countries worldwide, with specific product lines targeted for different skin types and cultures. In 2011, Garnier partnered with TerraCycle to promote up-cycling of product containers and the introduction of biodegradable products. Market Share 26%Strength Wide melt of product brand proceeds dress UltraLift Pro, Retinol, Pure Active, Vital Restore and others damage RM6.00 RM20.00Unit of sales Per bottlesPositioning Garnier offers a wide range of product for skin care customers Advertising Campaign Television commercials and promotions4.3.2 Clean & light upClean & egest is a line of dermatology products owned by Johnson & Johnson. The brand was originally developed by Revlon as a line of sensitive skin personal care items in 1957. The Clean & Clear name was based on products that contained no fragrance or dyes, and left no residue after rinsing. In 1991, Revlon sold Clean & Clear to John son & Johnson. Their primary focus is on skincare for young women, but has extended their range to include products treating a wider range of conditions, recently launching a line of products SOFT focused on seventh cranial nerve moisturizing. Clean & Clear is currently available in 46 countries. Market Share 8%Strength Wide range of product brandProduct Range Deep Action, Active Clear, Clear Fairness and others Price RM6.00 RM20.00Unit of sales Per bottlesPositioning Clean & Clear offers a wide range of product, especially for young adults Advertising Campaign Television commercials and promotions4.3.3 LOrealThe LOreal Group is the worlds largest cosmetics and beauty company. With its registered office in Paris and head office in the Paris suburb of Clichy, Hauts-de-Seine,France, it has developed activities in the field of cosmetics. Concentrating on hair colour, skin care, sun protection, make-up, perfumes and hair care,the company is active in the dermatological, tissue enginee ring and pharmaceutical fields and is the top na nonechnology patent-holder in the United States. Market Share 19%Strength Wide range of product brandProduct Range LOreal Paris, LOreal deluxe and othersPrice RM6.00 RM20.00Unit of sales Per bottlesPositioning LOreal offers a wide range of product for female consumers Advertising Campaign Television commercials and promotions4.4 CUSTOMER ANALYSISAccording to Bryant (2013), more men are alive(p) in a skin care regime. A new report on the male breeding sector from Mintel reveals that some 58% of men aged 18-24 and 63% of those 25-34 report that they use a facial moisturizing product. This is in stark contrast to the 32% of those aged 55-64 and 29% of men over 65 from other age demographics claiming to do the same thing. When it comes to personal care products, men are nothing if theyre not loyal. More than half of all men (52%) say they tend to stick to the same brands of toiletries and grooming products. In addition, 34% of men li ke to smell their personal care products before buying them and 20% party favour 2-in-1 products to save time. Multi functionality and proof of high efficacy should be key, as these would tend to be the main characteristics that men expect from a product (Euromonitor, 2012).In another study shows that, in terms of product offerings, more companies are moving beyond basic skin care and shaving with products segmented by skin type, such as sensitive skin, anti-acne and anti aging (Kanlian, 2006).Euromonitor (2012) report that one common factor that defines family line dynamics, however, is the fact that men, either urged by employment instability or greater media impetus or another, are finding the activity of looking after their appearance and adopting a beauty routine ever more appealing. This has coincided with the release of numerous new products at different price points, from male-targeted shampoos, to mens specific spirit treatments and even Blemish Balm creams and conceale rs, inspired from the female market.5.0 PRODUCT-MARKET FOCUS5.1 Marketing and Product ObjectivesOur marketing design is to successfully reach men consumer who is really concerned about their appearance or well known as metrosexual. Therefore, we applied marketing strategies as much as we can in order to achieve our objectives. Our strategies are as followsAdvertising through media such as television and radio.Advertising through website and companionable network such as create a page in Facebook and through Instagram. Hire Izzue Islam as the ambassador for our Safi For Men.Offer with low price at the beginning and later will increase the price as well as the demand is increasing. Bundle promotion such as buy Safi For Men, get a free Shick razor.On the other hand, our product objective is to close the gap exist between products offered to the market. By entering to male market in skin care segmentation, plus a new product development which is camels milk based products, we are hop ing to increase our sales and larger market coverage as the Halal products offered. Safi For Men offered products that can handle such oily face, whitening, moisturizing as well as acne problem.5.2 Target MarketOur target market is men consumer ages between 18 to 35 years old. As the best study shows that men who are concerned more about their appearance are those who are between this age.5.3 Customer Value PropositionHalal products for those who are concern of development halal products.5.4 Point of DifferenceOur new products, Safi For Men is a totally new product development, whereas we are using camels milk as the based for this product offered. Camels milk provides Vitamin A, B and E which is inviolable for skin care.6.0 MARKETING PROGRAM6.1 Product StrategyProduct lineSafi For Men offered camels milk based products in the form of solid soap, and facial wash 2-in-1 which is facial wash+toner.Unique Product QualityCamels milk provides Vitamin A, B, C, and E. Research shows that camels milk contains more vitamin A and E compared to terrifys milk. Vitamin A is an effective treatment towards the skin problem such as acne and psoriasis. Vitamin B provide warmth and circulates the skin and promote the immune function of the tissues which is something tired or overwhelmed skin finds difficult to maintain. Vitamin C can whiten the skin and protect from Ultra Violet rays. Meanwhile, Vitamin E provides hydrates skin, leaving it smooth and moisturized.6.2 Price StrategyFor 40g products may costs around RM 15.00. The price might be higher than other facial wash in an existing market, but there is a significant difference in term of the effectiveness and the cost of manufacturing is a little bit higher due to import camels milk from strange countries, such as Egypt.6.3 Promotion StrategyFor ambassador, we are hiring local actor Izzue Islam. The reason is he owns the pretty skin and we found that by using celebrities, it is much easier toreach consumers. The significant advantage is whenever we are organizing events to reach the consumers the involvement of them is relatively high. Other than that, we are using Cents-Off Coupons which customers can get for every RM 50.00 and above in a single receipt. This will attract them to make a purchase.6.4 Distribution StrategySAFI distributed the products to the hypermarket and all cheery stores such as Giant, Tesco and Mydin. Other than that, consumers may also buy through online such as priceme.com.REFERENCESBarker, C. (2013). Euromonitor analyst Identifies Key Male Skin Care Trends retrieved from http//www.cosmeticsdesign-asia.com Bryant, S. (2013). More Men Adopting Skin Care Habits retrieved from http//www.ad-ology.com Euromonitor International (2012). Mens Changing cup of tea Habits retrieved from http//blog.euromonitor.com Kanlian, S. (2006). Courting The Male Consumer retrieved from http//www.beautypackaging.com/ Sarah, M. (2009). Comparison of Camel, Cow, Goat and Buffalo Milk retri eved fromhttp//www.sarahmelamed.com Tyrimou, N. (2014). Beauty Innovation Round-Up April 2014 retrieved from http//www.portal.euromonitor.com