ACNES

Marketing Plan
Salma Suriya Asha
Manager Marketing

Business Review
Rohto Mentholatum Co. Ltd is a pharmaceutical company head quarterd in Osaka Japan. Rohto has started its business recently in Bangladesh. In Bangladesh Rohto has named Rohto Mentholatum Bangladesh Ltd.

Market Review
Skin care product is a very vital part of the cosmetics industry. Usually people use cosmetics and don t go for any regular treatment for their skin But now a days a very little percentage of people are getting conscious about their skin Recently a treatment clinic named kaya skin care clinic has started their activities in town For acne treatment girls usually go to a doctor or use any cosmetics based product.

Customer Information
Acnes targeted age group (12-24) Targeted socio economic classes are  SEC A  SEC B Who are suffering from oily skin and acne problem. Those who doesn t have any trust on any TV Advert or any cosmetic products. Those who are concern for their skin

Market Information
It s a low price market Very few player are existent in the market Clean N clear, Ponds, Garnier are the major competitor in the market. Ponds has the biggest market share because they have the local manufacturing unit

Industry Information

Product Information
It contains antiseptic ingredients that disinfect cause of acne inside pores and antiflash agent that control swelling and redness. With a wide product line up from face wash to treatment , the brand provides daily skin care series for acne

PREVENTION & TREATMENT

Washing

Condition

Treatment

Acnes Foaming Wash

Acnes Powder Lotion

Acnes Sealing Jell

Objective
To provide the young generation a healthy skin To become the market leader in next 2 years To achieve the 90% market share To become the #1 in skin care category in Bangladeshi market

Strategy
Price: Acne Creamy Face Wash 50 gm: 150/Acne Sealing Gel 9gm: 180/Acne Powder Lotion 100 ml: 250/Acnes creamy wash 12 gm: 60/Acne Sealing Gel 2gm: 75/Acne Powder Lotion 15 ml: 65/-

Differentiation Maximizing profit Long-term revenue maximization

Product
Acne Creamy Wash Acnes creamy wash cleanses excessive sebum, dust & make up stuck on skin , kills acnegenic bacteria deep in pores, effectively prevents acne, added with vitamin C and Vitamin E moisturize skin, tighten skin pores, anti oxygenation, protects damaged cells affected by acne.

acnes powder lotion

Acnes sealing Gel

 Distribution Distribution channel should be smooth

Campaign design
Promotion For ATL we should go for more radio less TV For BTL we should focus on more conference headed by dermatologist participating with college, university students. Retailer meet

Operation Plan
Businuess success depends on quality of the product. By knowing the customer demand and need we have to communicate them accordingly.

Sales Promotion
12+ 2 for sales promotion 6+1 for small retailer Bundle offer for combined all 3 product Activation in Key accounts Shop Paint Signage

Launching strategy
Pr activities ATL 1. TVC, RDC, Face book, Website prepare for product, TV Show (health show), press release, editorial, advertorial, shopping guide, press conference, road show BTL 1. Going to school and college to check the skin & with print material with dermatologist 2. Retailer meet 3. Free sampling 4. Distribute leaflet 5. Distribute oil remover paper

Budget
10 million

Action Plan

Marketing Objectives

Being the number one brand in Acne category Be the trusted brand to consumer for acne Be the TOM to consumer for acne Have the major market share in acne category

Competitor
Major competitor Garnier, Clean n Clear, Ponds
Brand
ponds ponds ponds

Company
Unilever Unilever Unilever

Manufacturing country
Bangladesh Bangladesh Bangladesh

Category
Daily Care Daily Care daily Care

Container
60ml 100ml 100 ml

TG
mass mass Middle

Price
55 90 135

ponds

Unilever

Bangladesh

Oil Control

100 ml

Upper midle

280

Clean N Clear

J& J

India

Acne Care

40 ml

Upper Midle

125

Clean N Clear Garnier Fresh

J& J Loreal

India India

Acne Care Acne Care

80ml 50 ml

Upper midle Middle

185 115

Positioning
Age 14

G arnier High price

ACNES

Clean N Clear

Ponds Low Price

Age 30

Communication Plan
Integrated communication ATL 1. TVC, RDC, Face book, Website prepare for product, TV Show (health show), press release, editorial, advertorial, shopping guide, press conference, road show BTL 1. Going to school and college to check the skin & with print material with dermatologist 2. Retailer meet 3. Free sampling 4. Distribute leaflet 5. Distribute oil remover paper

Details TVC RDC Print Advertori al Insertion Strip Ad Sampling + Road Show Promotio n Gift POP BTL activities

Jan

Feb

March

April

May

June

July

August

Sep

tvc rdc rdc print advetoria l IS ad IS ad rdc rdc print

Sam+RoS h Promo Gift POP BTL Promo Gift POP BTL Promo Gift POP BTL Promo Gift POP BTL

Sam+RoS h Promo Gift POP BTL Promo Gift POP BTL