UNIVERSITY OF CENTRAL PUNJAB

Attiq Ajmal (L1F11BBAM0223)

Emad Rashid (L1F11BBAM2221)
M.Imran Ilyas (L1F11BBAM2203)
Adil Jaffar (L1F11BBAM2101)

Executive Summary
The product which we are launching in the market is the mosquito repellent
tissues. We have come up with this product after surveying and observing the
market, particularly the market trends, Buying behavior and demand of consumers
using insect repellent products, we have come up with an innovative idea of
mosquito Repellent Tissues to fill the market gap of consumer needs. Our product
is totally unique in the market and will also be financially feasible for the
consumer and it will also be easy to carry it and apply it. As the requirement of the
project, we have conducted a detailed study of the feasibility of this idea in the
market.
In recent times, Pakistan, particularly Punjab region has been badly affected by
mosquitoes. In Pakistan there are very few companies producing Insect Repellent
products. One of them is Safeway Chemicals which is producing Advance
repellent. The idea of different insect repellent products is already available but
the idea of mosquito repellent wet tissues is new in the market, as no one has
introduced it yet in the market.
We developed a questionnaire and conducted a survey regarding buying behavior
of consumers for insect repellent products. Then we conducted industrial feasibility
report to identify the key success factors of our idea. We analyzed our product with
the Porters five forces model and segmented the market geographically, according
to the buying behavior of consumers and their income level. We also compared our
product with our competitors and pointed out the negative and positive points.
Then we identified required resources to launch our product and their availability.
We created a company structure essential for management.

Mission Statement:
Restraining Mosquitoes to augment public wellbeing at ease.
Vision Statement:
Be the unequivocal spearhead in providing creative, smart and
sound remedies to daily pest hassle through intimate apprehension of Pakistani
natives.

Industry Analysis/Market analysis

Type of industry:
Our industry deals with the manufacturing and supplying of insect repellent.

Segmentation and Target Market:

We have segmented the market Geographically, Behaviorally and on basis of income. At
beginning we will introduce our product in Lahore region only. This product serves an individual
to consume, so only Middle-Class, Upper Middle-Class and Elite Class will be able to afford it
because they are willing to buy such type of products and they are aware of diseases like dengue
fever, and malaria. This product will also be useful for those who spend most of their time in
open and have higher chances of getting infected by diseases caused by insects. Once Advance
Repellent Tissues gains popularity among people, we will introduce it in other areas of Pakistan
as well.

Industry Attractiveness:
The attractiveness of any industry depends upon its innovation. The more you invent, the more it
attract others. We create such material which assists our customers. Our product meets the needs
of instant use of insect repellent anywhere, anytime where threat of dengue is increasing every
year. The five forces model will help us to know the attractiveness of the industry.

Porters Five Forces Model:

Competitive Forces

Threat To Industry Profitability

Low

Medium

High

Threat of substitute
Threat of new entrants
Rivalry among existing firm
Bargaining power of suppliers
Bargaining power of buyers

With the help of this table we can easily assess that the Threat of substitutes is medium in our
industry because there are some companies which are offering insect repellent products in market
for sale. But we have a competitive edge on our innovative product which we are going to launch
in future
Threat of new entrants in our industry is high because our insect repellent is innovative and
differentiates as compared to other insect repellent prevailing in the market. So whoever makes
entry in the market, will try to copy our idea with the addition of more value in it.
There is Low Rivalry in this industry because no one is offering insect repellent wet tissues in
the market so we have a first mover advantage over other companies offering insect repellent
products
Bargaining power of supplier is medium because some of our raw material are not available so
easily so thats why our suppliers have medium bargaining power
As our product is innovative and new in market, we can play with the price of the product. So the
Bargaining power of our customer is low.

Competitors Analysis:
Company name
Contents

Mospel

Mortein

Advance
Repellent

Market Share

Have most of the market

share of the industry.
Based on industrial
statistics and turnover,
their market share is
around 40-50%

2nd largest company in the

industry having around 1520% of the market share
regarding
their
industry
statistics and turnover

Contributes a little in an
insect repellent industry
because it is relatively new
in the market having no more
than 4% share in market

What do their
customers
think of them

Generally
preferred
brand because of its
awareness
and
popularity
among
people

Mortein is also well known

among consumers because its
product line is becoming
obsolete day by day, as people
prefer lotion now a days
instead of coils and sprays

Very reliable and effective in

use because of its advance
formula but, because of its
less
promotional
advertisement, few people
are aware of it

lotion (25 and 50 ml)

Spray, Odorless spray, Coils,

mats and liquid vaporizer
repellent machine

Advance repellent 40 ml,

Advance repellent 50 ml and
Advance repellent tissues (to
be introduced)

Product /
Service Range

Effective
but
not
Product /
Effective and good quality
Service Quality suitable for human skin

Customer
Loyalty

Brand
Recognition

Excellent and Import quality

Customer are searching

Loyal with the brand
for an alternate

Once a customer uses it,

he/she prefers it over others

It can be found almost at It is a very well-known brand

any retail shop. Its because of its large product
demand is high
line.

Very little brand recognition

as this is a startup business
just establishing themselves
in the marketplace

Length of Time More than 35 years

in Business

30 years

12 months

Manufacturer,
Wholesale,
Service, Retail

Advertising

Manufacturer
Wholesaler

and

Manufacturer and Wholesaler

Print and electronic Massive electronic

media advertisement
promotion

Positioning

Machar ap se dur, Rehne

par majbur

Distribution
Methods

Through ATCO (Abbot . All Melbourne

company)
customers

Growth

More Smart,
Mortein

More

Manufacturer
Wholesaler

and

media Pamphlets, Broachers and

Local cable ads

safe,

Advance odorless protection.

based Deliver stock to retailers

themselves.

It is also on maturity stage but

It is on a maturity stage,
they keep on bringing
starting
to
decline
innovative ideas such as
because of no further
vaporizer repellent to keep
innovation
them alive in the market

Always looking to capture

new retailers to sell products
but not pro-active in
sourcing

4Ps of Marketing

Product: The product which we

will be selling is mosquito repelent
tissue. it is a unique product which is
currently unavailiable in Pakistan.
The quality of the tissues will be
good and they also will be very easy
to use you will just have to wipe the
tissue on those areas of your body
which is uncovered. The product will
also come in good packaging which
will help our customer to use the
product for longer period of time.

Place: Definately we will be

selling our products to the customers

through the retails store. we will do a
contract with them on which they
will get a certain amount of profit for
each product they sell at their store.
on the other hand we will also
organize a facebook page through
which we can take orders of the
customers and deliver to them
personaly (if the order is of more
then 15-20 packs) through motor
bikes.

Price: The price of our product

will not be to expensive because as

their are already lots of other
products which are currently
availiable in the market to prevent
mosquito bites. We will keep the
price of our product in middle so that
every one can afford it or at least
lower middle class. The price will be
60Rs per pack and each pack will
contain 6 tissues and definately we
will give discount to those cosutomer
who will purchase in bulk.

Promotion: We will promote

our product (Mosquito repellent

tissue) throught print media and
facebook page. We will print
brochure and posters in print media
and will distribute it accordingly. the
brochure will be distribute inside
different housing society and the
posters will be pasted out side of the
retail store. so that our targeted
customers can get to know about ous.
and last but not least we will open a
facebook page through which we can
attract the internet users.

Key success factors

Demand:
The demand of insect repellents is very high because of dengue fever in Pakistan especially in
Lahore.

Easy to carry:
Advance repellent tissues are wet insect repellent tissues in small packing so that consumer can
carry with them easily.

Easy to use:
Advance repellent tissues are easy to use because they come in small packing and consumer can
use it anywhere and anytime.

Not harmful for skin:

Other insect repellents use Safe chemicals which is not harmful for the skin and ever body can
use it without and restrictions.

Unique and innovative idea:

As our idea is totally unique and innovative consumer tend to move towards those things which
attract them.

Key partners
The key partners behind the venture are 4 members who operates the whole management.

Management post
CEO

Attiq ajmal

Finance consultant

Emad Rashid

Marketing consultant

Attiq ajmal

Human resources consultant

M Imran Ilyas

Research and development

Adil Jaffar

Hierarchy of the Organization:

Attiq
Ajmal
(CEO)
Em ad
Rashid
(Finance
consultant)
Attiq Ajmal
(Marketing
consultant)
Imran Ilyas
(HR
consultant)
Adil Jaffar
(Research
and
Develpome
nt)

Income Statement
Year End 31st Dec 2015
Revenue

Rs. 72,000

Cost of goods sold

Rs. (50,000)

Gross profit

Rs. 22,000

Misc. Expense

Rs. (5,000)

Depreciation expenses

Rs. (4,650)

Net income

Rs. 12,350

Balance Sheet
Current assets

Current liability

Cash in hands

Rs. 2,100

A/C payable

Rs. 1,370

A/C reciviables

Rs. 1,500

Unearned revenue

Rs. 985

Inventory

Rs. 3,500

Total current liability

Rs. 2,355

Total C.A

Rs. 7,100

Long term liability

Rs.12,875

Vehicles

Rs. 2,700

Total liability

Rs.15,230

Equipment

Rs. 8,500

Less deprecation

Rs.(4,650)

R.E from (P/L)

Rs.12,330

Total F.A

Rs. 30,850

R.E from pre year

Rs.10,370

Total Assets
Rs.37,950

Rs. 37,950

Fixed assets
Stake Holder Equity

Total

Liability

and equity