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AMLA
GROUP MEMBERS
HafizUsama (0015)
Abdullah Bin Zafar (0029)
Waleed Naveed (0030)
Hassan Ali (0032)
TABLE OF CONTENTS
Executive Summary
Company Introduction (History & Profile)
Company Focus
Competitor review
The issues relating to Competition
Market analysis
Customers Decision Process
Positioning & Repositioning
New product strategy
Conclusion
EXECUTIVE SUMMARY
Bio Amla shampoo has losing its market share for last few years. the reason for
decreasing sales are its packaging which is old, intense competition , other
herbal replacement shampoos, low focus on market strategy , old bio amla has
using only market penetration strategy .But we have decided to introduce new
bio alma shampoo with various features, like we introduce more flavors,
conditioner of bio amla shampoo, new and attractive packaging, we also
introduce shampoo plus conditioner and dandruff free shampoo for attracting
people and make awareness among people, we have also decided that we
change its market strategy we use product development strategy for increasing
sales of bio amla shampoo.
COMPANY (INTRODUCTION
AND PROFILE)
Forvil Cosmetics, Pakistan's leading Manufacturer & Exporter of Herbal
Cosmetics products. They have a vast & ever evolving – portfolio
comprised on various Hair and Skin Care Products, based on their unique
Herbal formulations. With an exposure & experience of 50 grand years in
the industry, Forvil Cosmetics is a name synonymous with Quality & Trust
amongst its millions of consumers all around the world.
From a humble beginning in 1960, forvil cosmetics have now grown to an
international level with over 40 years of experience. Presently
manufacturing and exporting more than 32 well established brands to
Afghanistan, China, somalia, Mauritius and UAE.
COMPANY FOCUS
To gain and maintain a market leader's position in the cosmetics market
through high quality and reliable natural products.
To keep pace with demands of a rapidly changing market through constant
research and development & investment in the training of our human
resources.
To act as a responsible corporate citizen, taking good care of the
environment & promoting nature as the reliable source of care & cure.
BIO AMLA HERBAL SHAMPOO
1. Bio Amla herbal Shampoo is the flagship brand of Forvil Cosmetics,
launched back in 1982.
2. It has been the most favorite & trusted Herbal.
3. Bio Amla Herbal Shampoo is Pakistan’s first Herbal Shampoo.
4. It is the product of Forvil Cosmetics which is making its products since its
launch in 1982.
5. Bio Amla has many herbs which are added in it with perfect balance.
6. It is the most favorite product of every Pakistani. Its herbal formula makes
Hair long, strong, thick and shiny.
7. It reduces the chances of Hair loss and prevents split ends. It is the best
choice for permanent dandruff treatment.
BENEFITS OF BIO AMLA
SHAMPOO
Bio Amla Herbal Shampoo has several benefits and does not have any harmful
effect on hairs. Its few benefits are as follows:
Makes your hair strong and healthy.
It is the best herbal shampoo for premature Hair loss problem.
It repairs damaged hair and strengthen roots.
Nourishes and conditions hair.
Best Choice for permanent Dandruff removal.
HERBAL INGREDIENTS
Amla (Emblica Officinnalis),
Brahmin ( Bacopa Monniera)
Brambhi (Herpestis Monniera)
Bhaira (Terminalia Belerica),
Dal Chinni (Cinnamomum Cassia Blume).
Kapoor Kachri (Hedychium Spicatum)
Hardh (Terminalia Chebula),
Nagarrnotha
Cyperus RoutundusLimm),
Shikakai (Acacia Concinna)
ACTIVE INGREDIENTS
Aqua, Coco Amido
Propyl Betaine
Cocamide Dea
Citric Acid
Color D & C Green No: 6 (CI No 61565)
Propylene Glycol
Parfume
Sodium Methyl Paraben
Sodium Laureth Sulfate
Tri ethanol amine.
VALUE ADDITION
The term "value added" describes the enhancement a company gives its
product or service before offering it to customers.
It can be considered as an extra special feature added by a company or
producer to increase the value of a product or service.
A value addition can increase either the product's price or value
Label:
The old label was unattractive and quiet simple. Label is the essential element
by which customer recognize the product. It contains name, logo and
description of the product. We decided to change the label to attractive our new
target market. We will make sure that we cover all the market segment.
TARGET MARKET
Old Market:
House hold women.
50%men x
30%youth x
20%mature woman
Old target market is about house hold wife only which contain very less
margin market about 20% of total. So it’s may was reason of failure.
CONTINUED
New Market:
Active people.
Gender: Both
Age: 14 to 45
Occupation: All
Income : All
Rural/Urban: Both
Our new reposition is about youth oriented because 60% population is
young so it is best way to maximize our market and in age between 14 to 45
is active in some activity that requires to clean our hair in routine life. To
introduce attractive and spot age bottle that attracts youth and sportsman to
our product.
COMPETITOR REVIEW
Bio amla is herbal shampoo but now it has several competitors like Himaliya
shampoo100% herbal actives protein shampoo from Himalaya Herbals. A
special blend of herbs, rich in Natural Proteins, nourishes the hair roots and
prevents hair loss.
Vatika:
Vatika Root Strengthening Shampoo that nourishes the hair from root to
tip and helps strengthen hair, reducing hair fall. Its deep conditioning
formula restores dry, damaged hair and makes it soft & silky.
CONTINUED
Lifeboy herbal shampoo:
Lifeboy Herbal shampoo enriched with organic ingredients for everyday gives
you and your family healthy, great looking hair. It nourishes, protects and brings
back hair’s natural protection, making it soft, glowing and healthy.
Himaliya shampoo:
100% herbal actives protein shampoo from Himalaya Herbals. A special blend of
herbs, rich in Natural Proteins, nourishes the hair roots and prevents hair loss.
Strength:
1. Strong brand name and image of product.
2. Companies have advanced technology and well skilled professionals.
3. The bio amla is high quality product in terms of hair protection.
4. Very good distribution in all over Pakistan in all major and small cities.
Weaknesses:
5. Sales growth decreasing.
6. Underperforming product.
7. Competitor has string promotional activities.
8. Customers are offered better alternatives by the competition.
9. No creativity
CONTINUED
Opportunities:
1. Population expanding at a rapid rate.
2. Customer base is increasing with effective marketing.
3. Shampoo plus conditioner is another area where Bio Amla can earn huge
profits.
Threats:
4. Political and economical factor.
5. High rate of competition.
6. Local and Foreign competition.
CUSTOMER DECISION PROCESS
Shampoos are regarded as Fast Moving Consumer Goods (FMCGs)which
means the buyer of Bio Amla shampoos don't think a lot while purchasing
it. Yet many external; factors help in the buyers decision process for
example any perception in the mind of buyer about the product, any
motivation through advertisements or any good or bad effect from buyers
past experiences have a Negative or a Positive effect on buyers decision.
POSITIONING AND REPOSITIONING
Current positioning:
Bio Amla in all these years had not changed one bit, it did not launch any new
product line nor did it change the outlook of its product and it kept on targeting the
same two segments. The new competitors kept on growing so reluctantly that bio
amla never had a clue that what hit them.
Dry Hairs
your hairs
Natural Hairs
look to hairs
Silky and Straight It contains the special herbs extract and aloe Vera which
makes hair silky and straight
Hair Fall Guaranteed solution for hair fall