A

Marketing Plan
for
Tibet Pomade
 Department of Marketing
Faculty of Business Studies
University of Dhaka
Course name: Strategic Marketing
Course code: MKT-515

Submitted to:

Dr. Razia Begum

Submitted by:
Agile Marketers
Sec: B, Batch: 24th

Name Id no. Designation

Md. Qaium Miah 082 Leader

Razib Hasan 084 Member

Md. Iftyaz 100 Member

Md Nagemul Haque Santo 160 Member

Mahafizur Rahman Jim 166 Member

Kobir Hossain 182 Member

Date of Submission: 22nd May 2023

I. Executive summary
II. Current market situation
A. Market needs
B. Market growth
C. SWOT analysis of Pomade
a. Strengths
b. Weaknesses
c. Opportunists
d. Threats
D. Competition
III. Marketing objectives
IV. Marketing strategies
A. Target Market
B. Marketing mix of Tibet Pomade
a. Product
b. Price
c. Place
d. Promotion
V. Implementation Control
 I) Executive summary
Kohinoor Chemical Company Limited (KCCL) started its business in 1956 and was engaged in
manufacturing high quality cosmetics, toiletries, soap and glycerin for decades. Kohinoor
Chemical Company (Bangladesh) Ltd. (KCCL), a former state- owned enterprise under
Bangladesh Chemical Corporation (BCIC), was acquired by the present entrepreneurs on August
03, 1993 as the unit was privatized by the government of the People’s Republic of Bangladesh.
Tibet ‘Pomade’ is well accepted winter product for beauty conscious men and women. It
improves complexion and nourishes skin from dryness and make skin healthy supple and soft.
Our goal is to introduce Tibet Pomade mini jar of 25ml which is easy for customers to carry on
their pockets. We want to reposition the Pomade into customers’ mind through different
marketing strategies.
II) Current market situation
As the pioneering soap, cosmetics and toiletries manufacturing industry of Bangladesh,
Kohinoor Chemical Company (Bangladesh) Ltd. has all along ensured to introduce standard,
exciting and value-added innovations in beauty care products. As a result, Tibet products Of
KCCL have assumed substantial market shares and all of its products has already achieved the
leading position. KCCL had a huge market for its products. Now, although for some weakness it
has a small number of customers, it has a chance to get the huge potential markets through its
cosmetics and health related products mainly. For example, Customers who know about Tibet
Pomade, they use this product at all the winter seasons. Pomade has a few numbers of existing
customers and has a huge number of potential customers especially the beauty conscious men
and women. The demand of the market is expected to accelerate in the future.

A. Market needs
All people are supposed to use Pomade or other relevant products like petroleum Jelly at
different times of a day. People also have to these when they are in workplace, universities,
shopping mall, travel places, and during other activities outside home. Pomade mini jar will help
people to carry on easily even on their pocket and use at anywhere, at any time they need it.
Pomade was more popular and leading winter product in Bangladesh.
B. Market growth
According to the report published by Allied Market Research, the Bangladesh skin care
products market was estimated at $1.23 billion in 2020 and is expected to hit $2.12 billion by
2027, registering a CAGR of 8.1% from 2021 to 2027.
According to the Bangladesh Bureau of Statistics, KCCL holds 20% market share in the
market of beauty products.
 C. SWOT analysis of Pomade
Pomade’s strengths
➢ Pomade has country wide demand.
➢ KCCL can use its existing distribution channel, production process, and other existing
materials. Thus, It has no need for more investment.
➢ As it has popularity in the market, the mini jar will be well accepted among the customers
for the easiness of carrying.
➢ KCCL has innovative R&D team.
Pomade’s weaknesses
➢ Pomade’s demand is declining due to lack of awareness of customers, lack of availability
of this product.
➢ KCCL doesn't remind existing customers and doesn’t attract new customers through
advertising tools, sales promotion tools, trade promotion tools, and through other
integrated marketing communications tools.
Pomade’s opportunities
➢ The Pomade mini jar will help customers to carry this on their pocket and can use as they
need it.
➢ The market has very large number of potential customers.
➢ The market is growing over time.
➢ Now a days, people are more concerned about their health and beauty.
➢ Although there are relevant or substitute products in the market, there is no any
competitive product like Pomade.
Pomade’s Threats
➢ The entry barriers of the market is very low.
➢ There are huge number of substitute products of domestic and foreign company in the
market.
➢ The customers of KCCL are declining due to the lack of use of integrated promotional
tools.

D. Competition
There are many substitute products of Tibet Pomade. For example, petroleum jelly, glycerin body
lotion etc.
The competitors are:
➢ Unilever Bangladesh ltd.
➢ Keya cosmetics.
➢ Square toiletries.
➢ Kotak multilink logistix
 ➢ Kim chemicals ltd.
➢ Mousumi industries ltd.
To compete with these companies, KCCL also has some products:
➢ Tibet lip gel
➢ Fruity chap stick
➢ Tibet petroleum jelly
Tibet Pomade is a unique product of KCCL. It is used for several purposes like beauty care,
health care, and baby care etc.
III) Marketing objectives
KCCL’s aim is to improve the lives of our people through the highest possible quality protocol.
We attach paramount value to our consumers in particular and the society in general. We keep
introducing newer technologies, and carrying on the most value driven incentives and benefit
packages for all the retail chains. We are also charting a pricing policy that manifest a unique
blend of quality and affordability. Our main objectives for Tibet Promade are:
➢ We want to reposition our Tibet Promade brand in the mind of customers.
➢ We want to build & maintain a profitable relationship with the customers.
➢ We want to improve the product quality, to add new features, to improve the customer
services.

IV) Marketing strategies

A. Target Market

➢ Geographic targeting
Firstly, we target all cities of Bangladesh. Then we will target all the people in Bangladesh.
➢ Demographic targeting
- We will target firstly from baby, to 30-40 ages people. Then we target people of
all ages.
- We will target beauty conscious, health conscious men and women.
- We will target all income groups of people.

B. Marketing mix of Tibet Pomade

a. Product
Tibet Pomade is a well-accepted winter product for beauty conscious men and women. It is made
from the finest contests by adding the Rise Oil, Pure Petroleum Jelly, Mineral Water, and
Refreshing Fragrance. Its unique formula protects skin from dryness and penetrates through
layers of skin to cure cracked lips, ankle, and feet. It improves complexion and nourishes skin
from dryness that makes the skin healthy, supple, and soft.
Specialties:
• Enriched with Rose Oil.
• Enriched with anti-cracking agent.
• Enriched with anti-bacterial agent.
• Enriched with moisturizing agent.
Effectiveness:
• Specially helps to prevent cracking and chapping of skin in any part of the body.
• Keeps skin free from bacteria.
• Protects skin from dryness to keep skin healthy, supple, and soft.

b. Price
The retail price will be TK. 30 per mini jar.
c. Place
KCCL’s factory is in Tejgaon. We have the capacity to produce Pomade as per the requirements.
KCCL sales Tibet Pomade through wholesaler and retailers all over the country.
In Dhaka cities, We also sale Tibet Pomade through the Retail shop like Shawpno, Agora,
Meenabazar etc. We also sale through the wholesalers and retailers who perform their business
through online and send Tibet Pomade to customers through home delivery like Daraz,
Chaldal.com, DuMart etc.
d. Promotion

➢ For advertising we can use doctors, skin specialist to tell about the usefulness of
Pomade. We can also use beauty specialist to reach the beauty conscious men and
women.
➢ We can also use print media. For example, leaflets, billboard etc.
➢ We can also use sales promotion tools. For example, discount for a specific unit of
purchase, combo offer (Tibet Snow + Tibet Pomade), free with other beauty products etc.
➢ We can also use trade promotion tools. For example, giving free sample, discount for
specific units of purchase to wholesalers and retailers.
➢ We can launch some social events by giving Tibet Pomade to poor people freely. It will
create a good image.
 V) Implementation Control
The sales force is evaluated upon feedback. They are assessed by sales report, national &
regional conference, field visit by Supervisors.

The conferences will be held in order to collect information about sales target achievement:

• To find out reasons of sales growth and decline and to provide necessary remedy for
problems risen.
• To provide necessary information about products and technology.
• For monthly evaluation of Sales Representatives.
• For need assessment of Sales Representatives.