Strategic Marketing

4300 Words18 Pages
Industry Sales Forecast 5 Business Unit Forecasts 6 The Planning Gap – Differentiation 6 Segmentation of buyers 7 Competitive Situation 9 Category share and Leading Brands 10 Role of Imports 10 The Product 11 Marketing Objectives 12 Short Term Objectives 12 Long Term Objective 12 Differentiation 12 Quality 13 International quality product, one of the largest selling brands in Japan. 13 Packaging 13 Packaging Comparison 13 Product Life Cycle 13 BCG Growth-Share Matrix 14 Oppurtunity Grid 16 Price 17 Pricing Factors 17 Price Setting 19 PLACE (Distribution Policies and channels) 21 CHANNEL MANAGEMENT 21 Channel Objectives 21 Establishing Feasible Channel Alternative 21…show more content…
The potential for growth and profitability is immense in the industry, provided that quality product is made available with competitive pricing. Demand Factors During the last couple of years, the growth has been particularly impressive on account of: 1. High population growth combined with high urbanization 2. Gradual reduction in import tariffs by the government rendering smuggling less lucrative and providing opportunity to the organized sector to grow their market share. Business Unit Forecasts ❑ Sales ❑ Market share ❑ Profit (In Excel Sheet in Appendix) The Planning Gap – Differentiation Differentiation is a critical success factor for the industry due to its fiercely competitive nature. Companies spend huge amounts on advertising, sales promotion and publicity. Our product Sleektouch is exclusively for catering female in Straight Hair category as there is no such shampoo specialized in this sector. 72% of women in Pakistan suffer from dry/damaged hair, making it one of the most common hair conditions. (Source: P&G) This is the gap we have recognized between met and unmet need which we trying to fill. Every individual has needs: some are innate, others are acquired. Acquired needs are needs that consumers learn

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