The Marketing Plan of Niften Shampoo Essay Example

The Marketing Plan of Niften Shampoo Essay Niften devoted itself to supply excellent quality and reasonable price shampoo to the consumers. We ship our product all over China, so that, every Chinese can be our customer. Niften does many researches about market, consumers, and media before it delivers its product to everyone. Niften aims to the people who wants their hair health, beauty and smooth. And also, with a reasonable price. Nowadays, there are more than ten brands shampoos in each store, this would make our consumers confuse when they purchase. Our goal is to make cheap shampoo with specific function to fit for different people and try our best to satisfy our consumers. We also provide a survey to everyone to fill it in order to know our customer and to make them satisfy. In the next few years, we try our best to increase our sales in order to take as much as market shares in the market. Moreover, according the media, we would spend part of our expense on advertising, and commercials. Also, our gross margin is calculate and forecasted, so that, we can deliver our product all over the China following our marketing plan restrictedly. In conclude, throughout the survey, we would know our consumers in different aspects for their needs and to satisfy them. We will write a custom essay sample on The Marketing Plan of Niften Shampoo specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The Marketing Plan of Niften Shampoo specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The Marketing Plan of Niften Shampoo specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Also, to understand ourselves in order to do better on our customers. Last but not least, bring up marketing plan as guidance, to continue on public relations, and commercial strategy. To build up Niften image, and improve sales. 1. Background of Marketing Plan 1. 1) Consumer analysis * Purchasing analysis Figure 1 The figure above shows that product effectiveness and price are the most important reasons for people buying shampoos. Quality, price, product effectiveness and etc. have miner effect. In aspect of functions of shampoos, people would prefer anti-dandruff, smooth, and conditioner with shampoo 2 in 1 etc.. Also, advertising, public relations these kind of promotional tactics are important as well. Figure 2 * Different ages of consumers gets different influence from those factors, for example, people whose age around 21 to 25 would be influenced by advertising deeply. The age over 25, they would influenced by the magazine and personal sale. * Women are take around 41% purchasing share in shampoo market, compare to men, their desire of buying is more than men, and would be easier to effected by advertisings, and sometimes they buy not only because they need it, also they want to buy it. However, for men, they would be more rational when buying. * 42% consumers express that they would like to buy shampoo in supermarket or a wholesale store like Costco. To conclude, more product poured into Chinese market, the way consumer to make the decision buying product is changing respectively. 1. 2) Market background analysis Chinese shampoo market belongs to couple giant co-operations. They are not only take the most market share, and brand image influence, they also get fund, technology, and operation advantage. Based on the survey, Head Shoulders and Pantene are the two biggest brand in the market which they take 66% if market shares. We have huge market quantity here in China, there are 2000 shampoo manufacture and more than 3000 shampoo brand, total sales revenue would be more than 3 billion Canadian dollar, and also, total production and total sales are the top of the world, and it still increases. 1. 2. 1) Price Procter Gamble and Unilever adjust their price since April 2001. Nowadays, we can distinguish the product into three levels by pricing. The capacity all 400ml. A. High price: the price range is around 10 to 15 dollar. B. Mid-level: the price range is around 5 to 10 dollar. C. Low-level: the price range is around 1 to 5 dollar. 1. 2. 2) Brand positioning statement Based on different position of different brand in the market, organizations usually use four dimensions to operate their product in order to be approved by consumers and market. Figure 3 A. Material: first, product functions is a promise that guarantee the satisfaction to consumers. Second, different sub-product would fit for different consumers. B. Emotional appeal: to decorate the idea of the product. C. Broadcast: shampoo is a typical commercial product, in this full of branded shampoo market, a strong media support would help a lot on sales. D. Sales: promotions like beauty selection, sponsorship, or membership club. 1. 2. 3) Current brand separation According to the survey, we could separate the shampoo brand by the companys strength. First brand which takes the most market share is Head Shoulders. 36% people would purchase it. Second brand is Pantene which takes 30% market shares. And the third brand is DOVE, it has 24% market share. Last brand is Soft-Soap, only takes 12% of market share. Compare those data, Head Shoulders is our biggest competitor in the future. Figure 4 1. 2. 4) Features of brand competition A. High concentration, and become monopolistic competition. Head Shoulders and Pantene take more than half of the market shares, with the development of market, some small brand would be gone eventually. B. Competitive territory and dimension increase heavily. Shampoo market is divided by levels, functions, and types due to the brand diversity, multi-branded, and sub-branded tactics using by organization. There are several different sub-brand shampoos in same price. And, this competition now rising not only to the multi-branded but also to the way of promotions, sales, and commercials etc.. 1. 3)SWOT analysis 1. 3. 1)Advantage * Local manufacture has the distribution advantage compare to the multi-national companies. Niften is made in China, so that, the profit margin is higher than other global companies because of tariff, transportation, and marketing research expense. * For those competitors which is also manufactured in China, Niften is a new product which brings fresh and curious to consumers. 38% of people in the survey says they would like to try the new product. Figure 5 1. 3. 2)Disadvantage * Like other shampoos, there is no outstanding functions or features that can make it different from other products. * Niften compares to other big companies, the ability for researching, updating to latest technology, and the money to put into promotion, Niften does not have the advantage. Other organizations which are big and rich would be way better. 1. 3. 3)Opportunity * According to the survey, 44% of people buy different brand of shampoos when they purchase at the second time. Niften can work on the people who would consume on the introduction period of a product. Figure 6 Too many different brands comes with too many choices for consumers, for those people who are not professional users of shampoos, Niften can do more promotions or sales to increase their market share. * Consumers becomes more rational that start caring about price. Compare to other brands Niften has the advantage of pricing, same capacity 400ml, Niften only half price of Head Sh oulders. 1. 3. 4)Threats * PG takes most of the market shares which means it has most customers and some of the customers are loyalty. Even some of them switch to other brand of shampoos, but still those brands are belongs to PG. 1. )Niften product category * Green tea shampoo * Algae shampoo * Aloe shampoo * Sesame shampoo * Ginkgo shampoo 1. 5)Competitor analysis 1. 5. 1) PG PG owns five brand which are Head Shoulders, Pantene, VS, Eclairol, and Rejoice. Since 2001, PG spent almost 5 billion to take over Eclairol from Bristol-Myers Squibb, their products chain become perfectly. Rejoice takes smooth, Pantene takes health, Head Shoulders takes anti-dandruff, VS takes conditioner, and Eclairol takes hair dye and care. 1. 5. 2)Vision statements of those brands Head Shoulders: You can have visibly flake free, hair thats beautiful. Pantene: There is a way to great hair. Rejoice: Vitamin B5 makes your hair healthy and shiny. VS: Professional hair care. Eclairol: Return to the nature, you will feel how strong your hair is. 2. Marketing strategy 2. 1)Building a health operating system for company Niften is a new company that step into shampoo industry not long ago, so, it needs to build a complete and health operating system in order to make smooth business inside this industry. Here are some advises and suggestions: Enterprise mission: Build the world class family cleaning brand. This is the companys ultimate goal. Core values: Fair, honesty, diligent, and frugality. Operation philosophy: understand the needs from consumers, and keep satisfying them. 2. 2)Locating Target market for Niften is the people whos age between 21 to 25, statistics indicates those people are more than 80%. Also, male are take more than 50% of them. So that, Niften can set their target market to those male whose age between 21 to 25. 2. 3)Marketing tactics 2. 3. 1)To set the position for exist product in market A:Start selling 600ml, and 750ml big bottle of shampoos. B:Keep selling 400ml bottle, 200ml bottle of green tea, algae, aloe, sesame, and ginkgo five different functional shampoo. However, 200ml bottle would be taken over by family package. C:Start selling 100ml with 5 different packs combination. D:Start using recycling packaging. 2. 3. 2)Developing new functional shampoos to fill up the blank of the market. Releasing new Niften anti-bacteria shampoo using 200ml and 400ml bottle. A:The market Niften focus on the area where H1N1 happened. B:The people who are middle class level is our target market C:Positioning this new product as anti-bacteria. D:Using bamboo as new packaging. 2. 3. 3)Pricing Based on the survey, most people would pay around 5 to 10 dollars for their shampoos. So, Niften set the price for their planet series 200ml bottle is $3. 99, 400ml bottle is $4. 99, 600ml bottle is $5. 49, and 750ml bottle is $6. 49. However, the new anti-bacteria shampoo is for middle class level family, and it only use 500ml bottle, so, the price is $6. 99. 2. 3. 4)Sales and Promotion A:Buy one 600ml bottle get one for 50% off or buy one 750ml bottle could get a 100ml 5 packs as free gift. B:Weekend or holiday promotions. C:Sales person directly talk to consumers and make consumers know about Niften products. 2. 4)Distribution channel 2. 4. 1)Select channels A:Manufactureretailerconsumers. This channel mainly for big or middle size city. B:Manufacturewholesalerretailerconsumers. This one is for small city and villages. Figure 7 2. 4. 2)Area selection * Business district: Downtown area, Shoppers Drug mart. * Living community: Convenience store. * Discount store: Wal-mart, Superstore, and Zellers. 2. 4. 3)Consummate the whole Distribution system * Set up the management office in every city which could reflect the situation directly back to manufacture. * Co-op with the wholesaler and retailer throughout contract. And help them to find the best way to sale and promote. And to do the training for those sales person. 2. 5)Public relations 2. 5. 1)Requirements for PR * Commercial activities and social activities should be both projected. * PR event and media conference should be held at the same time. 2. 5. 2)Missions of PR events * To build up a health public image of Niften and increase the brand popularity at the same time. * Using the publicity campaign to grab the atte ntion from wholesalers and retailers. Keep looking for and building up the relationship with partners. * Guide consumer to finish their purchasing. 2. 5. 3)PR events * Build up Niften family care centre. Public service advertising. * Public image ratings for Niften from few public news papers and media. 6. Commercials * Advertising to those wholesalers and retailers. Platform: TV. Strategy: celebrity. * Advertising to consumers. Platform: TV. Propose: Deliver the information that different shampoos have different feels and impacts. Strategy: Make the health of hair as the meals for people, easy to understand when people have different food for different nutrition. So that, shampoos would do it same way. * Print advertising. Platform: Elevator, billboard and any commercial stands or post. * Flyers, and e-mail. Budget for advertising. (Beijing) * TV:CCTV 21:00-21:30 $1000 per 10s 11:30-12:00 $300 per 10s 19:30-19:35 $1200 per 10s 19:40-20:50 $1400 per 10s Total: $3900 per day * 365=$1423500 Bus stands and buses $2000 per piece * 10=$20000 $4000 per bus *10=$40000 Total commercial budget: $1423500+$20000+$40000=$1483500 7. Forecast * Make Niften become one of the most competitive brand in the market, and try to make into first 10 welcome shampoos. * Completing Niften shampoo producing and selling system. * Build up a positive public and brand image for consumers that Niften not only cares about your hair, but also your family.

Phenotypic Plasticity essays

Phenotypic Plasticity essays The effect of light availability on the phenotypic responses of Hedera sp.; leaf colour, area, and thickness, and abundance of hairs. Plant species are able to grow in many different habitats all around the world. They can show different growth forms in different locations as they depend on a variety of environmental factors such as light, water availability, soil type, and abundance of nutrients (to name a few). Differences between plants in various environments can be due to the genetic differences between the plants or the different appearances can be due to phenotypic plasticity. Phenotypic plasticity is the ability of a genotype (genetic constitution) to alter its phenotype (outward appearance) in response to the environment. Usually a plants genotype does not change in accordance to environmental situations but its genotype may (Biology 108 2002). Valladares et al. (2002) observed the phenotypic responses of oak and birch seedlings to various light intensities and state that full sunlight can limit photosynthesis but deep shade can also be detrimental to plant growth and survival. Plants require very different mechanisms to cope with sun and shade so they must therefore specialize to one end of the environmental gradient or improve their ability to satisfy their phenotypes to the light currently presented at each particular site. Using sun and shade, this experiment will examine the effect of light availability on the variations in morphology of English Ivy (Hedera sp.). It is likely to see variation in the following characteristics: leaf colour, type and abundance of hairs, degree of lobing or dissection of the leaf blade, leaf size (area), leaf thickness (more or less differentiated palisade layer, internode thickness, stem thickness, degree of branching, number, length and degree of branching in roots, and weight of both roots and shoots. Due to time restrictions we will be primarily concerned with observing and...

Belkiz Feedaway Essay Example | Topics and Well Written Essays - 500 words

Belkiz Feedaway - Essay Example Assuming that I sell the portable feeding chair at the price of US$150 each, the company will have a demand of as much as 500 pieces of portable feeding chair per month. In case I decided to sell the portable feeding chair at the price of US$350 per chair, the company will be able to sell only 200 pieces of its portable feeding chair per month. (See Graph I – Investment on Price Elastic Product (Portable Feeding Chair) below) A portable feeding chair made out of strong recyclable cardboard is considered as a homogenous product. It means that the product itself can be easily copied by other cardboard manufacturers. For this reason, it is not advisable on the part of Belkiz Feedaway to sell its product as inelastic product. By maintaining the price elasticity of demand, the company will be able to continuously sell the product all year round. To determine the best pricing strategy for Belkiz Feedaway’s portable feeding chair, there is a strong need for the marketing manager to conduct a market analysis which includes market segmentation, targeting, and positioning of the product in the market. Since a portable feeding chair is designed for toddler’s use, the target markets for this product are couples or single parent with new born child. Based on statistics of newborn children each year, the company could estimate roughly how big its potential market is within the United States. Since this product is relatively new in the market, the company can take advantage of pricing the product not too high and not too low. Since there are no other substitute for this product in the market as of the present time, the company has more bargaining power over its target consumers. With regards to product pricing, it is important to consider the volume of portable feeding chair the company can produce. Even though demand for the product is high, the availability of supply could also affect the pricing of the product until such point that the

Mini Project 2 Essay Example | Topics and Well Written Essays - 250 words

Mini Project 2 - Essay Example The management policies and measures of water help to remedy the crisis by influencing the emissions of greenhouse gasses such as carbon dioxide. Therefore, the mitigation tactics such as use of renewable energy options enhances availability of water globally. Pollution is detrimental, and it creates low-quality water. The industrial effluents should be treated before being released to the ecosystem (Erikson & Globescan, 2010). Disinfection of the sewage discharges is significant to prevent contamination of water. Therefore, control of pollution enhances availability of adequate clean water globally. There is high usage of water in agriculture. Improving agricultural practices and proper irrigation increases utilization of water without wastage (Markey, Leal & Rogers, 2014). Application of new technologies promotes utmost use of water, therefore, supporting continuous water supply without failure. Education motivates new behaviors that enhance proper use of water (Savic & ISSWMLC, 2005). Scarcity of water requires change of all methods of consumption from individual utilization to the supply chains. Healthy lifestyle hinders contamination and, therefore, promotes availability of adequate quality water globally. Erikson, J & Globescan. (May 24, 2010). Experts Name the Top 19 Solutions to the Global Freshwater Crisis. Circle of Blue. Retrieved May 12, 2015 from http://www.circleofblue.org/waternews/2010/world/experts-name-the-top-19-solutions-to-the-global-freshwater-crisis/ Savic, D. A., & International Symposium on Sustainable Water Management for large cities (ISSWMLC). (2005). Sustainable water management solutions for large cities. Wallingford: Internat. Assoc. of Hydrological

CanGo Corporation Essay Example for Free

CanGo Corporation Essay CanGo does not seem to have any legitimate process flow charts, especially for its operations facility. Two floor plan layouts were drawn up. One for the current operation processes and one which shows the operation facility if CanGo invests and implements an ASRS (automated storage and retrieval systems). These two floor plans were referred to as flow charts. Flow charts consist of shapes and connectors which are labeled stating the flow of the processes, the decisions that can be made at specific stages, and outcomes of those decisions. Accompanying a flow chart would be the floor plan and written documentation outlining and explaining the entire process. Recommendation Classes Consulting recommends that CanGo draws up an actual flow chart, as well as the floor plans and written documentation explaining the processes in their operations facility. In addition, costs, financial effects (both current and future), and other details should be included for both the current operations system and the proposed ASRS and barcoding system. Having all of this documentation will show where improvements can be made and where costs can be cut. It will show and explain in detail the actual processes used for receiving, picking, and shipping. A floor plan will not take into account the actual details such as how long it take to pick books, how crowded it is on the operations floor, nor how the employees feel about the possible change. If, after creating this documentation, CanGo decides to go ahead with the new barcode and ASRS the flowchart will help in the creation and setup of the new systems. In addition, if financing is needed to install the new systems, having this documentation will show the lenders that CanGo has thought it through and can give details.

Albert Einstein :: essays research papers

What I find most admirable about Albert Einstein is the way he thought up his theories and had the ability to conduct experiments on them. By doing this, he answered many questions of the scientific realm of the world. Some of the traits I admire are: 1. A trait I admire is his curiosity because he always wanted to find out how things worked. When he was five years old his father gave him a compass. It was a mystery to him. He wanted to know why the arrow always pointed north. His father explained magnetism to him, but that explanation didn't make the invisible power less mysterious. When he was older, he learned more about magnets. He knew that the earth's magnetic field made the needle point north. Since I am also very curious about how things work, this trait is one that I definitely share with him. Another trait that I admire is that he was a friendly teacher with a sense of humor, and that is what his students liked about him. In 1909 Albert was offered a position as an associate professor at the University of Zurich. His friendliness and sense of humor made him popular with his students even though they thought he was a little strange. How did they think he was strange? Well, on his first day of class he came dressed in pants that were too short and he had his notes on a single scrap of paper. But after talking for a few minutes, his students knew that they had a very special teacher. He cared about physics and about his students. He enjoyed talking to his students and would interrupt his own work just to help them. He was always welcoming questions and often invited his students to a local cafe or his home to continue classroom discussions I found that teachers I had in the past who were friendly made learning more interesting. Another trait was that he was good at math. Albert didn't care for school. The only subject he did like was math because figuring out problems was easy and fun for him. His uncle introduced him to algebra when he was eleven years old because he knew Albert enjoyed working with numbers. Albert was so good at algebra that he was soon ready for an advanced type of math. At twelve years old, Alberts friend, Max Talmud gave him a book on geometry. The book captured his imagination and opened up a whole new world of logic. He considered geometry as a kind of miracle, like the compass. He had no trouble going through the book and solving all the problems. He soon taught himself the more advanced form of math called calculus.

Na’im Akbar is acclaimed as one of the leading writers today

He has produced some of the best works of his time. His readers have long appreciated him for his classical interpretation of human morality and several critical thematic concerns of race and society but yet in a most humorous, easy and light hearted representation.Some of his most praised and entertaining works involve the analytical issue of the disgrace of racism and the hideousness of being a slave. Akbar's book, Breaking the chains of psychological slavery, tells his desire to revolutionize social, political traditions.Akbar persuades the reader through a prejudiced vision of his existence, inducing in the reader compassion distress and negative depiction of the white. The writer in his storyline takes the reader on a ride to the past, into a darker and crueler world of his time that disliked, loathed and exploited the men and women with darker skins. He talks about the curse of slavery and its impact on the society, a society that was built around the disgraces of racism and th at only recognized the master and the slave, not the life within.The depiction of the brutalities and the inhumanity of the custom of slavery, in the very first chapter, â€Å"The Psychological Legacy of Slavery†, is remarkable in its own way, criticized as a work more important and brilliant in content compared to the several other works by slave writers.This is mainly because he incorporates several dimensions of the cult of slavery in his narrative, specially throwing light upon the impacts of slavery on the slaves and more importantly on the lifeless bodies who owned them.â€Å"The implication of this is that the mind’s possibilities are limited by its concept of its potential.† † (Akbar 1996) .The slaves were not allowed to own any property. Hence they were grieved and heart broken with their abandonment.Their birth was rather a calamity and they cursed themselves for having been born as slaves. They felt that the master’s house was one of the most hostile places. I agree with the author here as I feel that it was from them that they too learned to be vile and vindictive. Thus the slaves transformed themselves into jealous people with conflagration. However, their innocence and ignorance made them suffer from prejudice.The foremost procedure the author uses in the second chapter is sympathy. He writes about mental slavery and an unknown faith. â€Å"When young Black boys learn that there are no limits to our possibilities on the basketball courts, we create the athletic genius of Michael Jordan or Magic Johnson and in their genius, they recreate the game of basketball.When our young people know that there are no limits to their potential in the world of manufacturing, communication, physics, chemistry or the science of the human mind, then those same young Black minds who create dances on the dance floor or compose music on their bodies with the ‘hand jive’ will recreate these fields of human endeavor with t he same incomparability.† (Akbar 1996)I got an emotion of distress and wanted providential things to happen to the slaves. Unfairness is exposed all the way through the chapter. This new tactic, intoxicated with the velvety diplomacies of pity, care and tolerance, made things even worse for the slaves. In this chapter, Akbar also speaks of the disgraces of racism and the immoralities of slavery with a most light hearted and moderate appeal.This is a major part of the irony that clearly comes to light when observed carefully. â€Å"†You must first be a king of your own personal kingdom. If you can't lead that kingdom on your own two feet, you can't lead a bigger kingdom†(Akbar 1996) Very ironically and rightly, he criticizes the aspects of morality in terms of slavery, racism and other such critical social concerns. I read the author’s depiction of an unknown faith in a slave’s life, as an allegorical representation of the plight of blacks in the Unit ed States even in the post-slavery time.He tactfully   exposes the duplicity of freedom, enfranchisement and equality, demonstrating how racism distorted the oppressors as much as it did those who were oppressed, yet in a most humorous and easy flow. This brilliant use of irony again reveals itself when in a world of moral confusion, in which seemingly good and civilized   white people express no concern what so ever about the injustice and illegitimacies of cruelty towards a black.A marvelous creation of Akbar, the masterpiece best reveals his ironical blending of wit with reality. His personal and conversational style makes the reader involved in his tone and mood. He takes the reader into confidence through his easy and delightful pace.The analytical issue of the disgrace of racism and the hideousness of slavery is beautifully depicted. Akbar’s contention to transform the view of the society is substantiated when he desires to bring out his ideas about racial religious inquisition and emotional perplexity, in the third chapter of the book.I perceive that although Akbar wrote the book several years after the end of the emancipation proclamation and the civil war, America still struggled to emerge out cleanly out of the disgraces of racism and the aftermaths of slavery.When the book was written, although seemingly flowing in a positive direction, race relations were beginning to withstand new strains, trapped now in a cleverer and more civilized white society. These new forces were more social and personal than official. This new form of racism in the south was less institutionalized and monolithic but at the same time was more difficult to resolve or combat.The white society although outlawed slavery and racism, most certainly due to growing ethical, moral and international pressures, was beginning to learn to adopt a more hypocritical, self-defensive reason to hate the newly freed blacks, to keep them away. I feel the author employs a predisposed analysis to manipulate the mind and heart of the reader.The greater the power, the more dangerous is the abuse. The truth in the statement is well proved in the book. Akbar makes his political report in this twentieth-century book that could be relished as an exhilarating but heart grieving story about a black boy. He, very well comments upon the abuse of political power and how the poor and down trodden blacks fall prey to the diplomacy of the whites.The title is a symbol for the evil contained in human souls.   The author reigns high in the field of characterization. His works transact chiefly with the divergence of the intellect and impulse. All of his key works present humans as inherently belligerent and corrupt. It can best be described as a document that predicts the behavior of human mind under the influence of circumstances around him.Hence I do feel that the author takes the reader to a journey back to those years, when the world was a difficult place to life for those whose skins were black. And in doing so, he maintains a supreme calmness in his pace that is garnished with humor and adventure.In today’s highly materialistic society, there is just no place for modesty. Hence the writer in his storyline takes the reader on a ride to the past, into a darker and crueler world of his time that disliked, loathed and exploited the men and women with darker skins. I am mesmerized by the reality that the author brings to light. This not only gestures at the authority, status and power of dictatorship but also accuses the present society where crafty people exploit the innocence of the docile and submissive ones.Bibliography:Akbar Na'im, Breaking the chains of psychological slavery , June 1996, Mind Productions & Associates ,isbn 0935257055