ARK TOOTHPASTE

Submitted To: Sir Israr Raja

Group Members:

Chaudhry Rizwan Ali Younas

3564-FMS/BBA/F12
Khalid Hameed Gul
3574-FMS/BBA/F12
Dilawar Khan
3569-FMS/BBA/F12
Arif Hussain
3689-FMS/BBA/F12

JUNE 1, 2015
 IntroductionWhy Lazy brush

Keeping in view the Modern and contemporary trends of developing tactic

and strategic strategies for the purpose of gaining market advantage and
maximization of Profit, many company tried to produce consumers need oriented
product: that could not only come up to the satisfaction level of consumers
perceived value, but to produce a product that create a positive image, develop the
companys image by the dynamic variations and technological advances. For the
purpose: to come up with the consumers satisfaction, the companies, tried to fill
the third Maslows hierarchal need i.e. the sense of belonging, made affiliations
with other branded companies or become their active partners.

Since, we did belong to the same Platform as the companies do, thus most of
our Missions and Visions were likely to be similar, but as far as we realized our
potentialities and credentials we decided to launch a new product and tried to get
competitive advantage by using peculiar strategies, tactics and other effective and
efficient managerial roles. Before coming to our core objective, we would like to
mention the Product name i.e. ARK, and it has been possible by the active
partnerships of partners. While, the product is a tooth Paste, which shall be
discussed below in the marketing Mix strategy.

Our companys Market Researchers come up to the conclusion that: the

Production of ARK, would be a great competitive decision, because of the already
overwhelming companies as Colgate, Close-up, Crest, Medi-cam, etc. that has not
only drawn the consumers attention but has already penetrated the market almost
all; keeping in view the challenges: our companys staff tried to be more cautious,
confident, thought oriented, strategic and far sighted. In addition to these

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precautionary measures, in order to penetrate the market and making sure, by
developing our defensive strategy, through which our product survive by the
contemporary trend of competitions and attacks.

Hence, our main focus, in this Project is to discuss the consumer-Decision

Making Process, thus: being more specific to our key objective, we divide the
project in 3 core parts. As follows:

Input: We focus on the factors, to be considered, that influence consumers

Intentions, either directly or indirectly, and drive the consumers towards the
Product.
Process: we explain the sequential steps: as how a consumer make decision
and earn an experience regarding the product.
Output: We discuss the post-decision behavior of Consumer against the
product

Input

The input part of our project is focuses on two types of influential

stimulators that stimulates consumers drive for our product. In between the two:
one i.e. marketing influence and socio-cultural environment. We can call
marketing influence to be the companys marketing effort, because the magnitude
of its influential capacity is always determined by the company itself: in the form
of marketing mix. While the environmental influences are involuntary but it can be
muted up to some extent: to serve the purpose of igniting consumer interest, either
directly or indirectly.

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 Marketing Influences

Since, our company has launched a new product, in the pre-greatly

consumed products by the contradict companies. So, our company has taken
necessary precaution to make sure the product i.e. that is the boat, do survive and
let survive in the oceans current and flood. We have used, technological advances
to magnify our influences too. The opportunistic approach, followed by us to
make sure: the guaranteed influence of the ARK on consumer and their interest in
considering the product, among alternatives, are as follows:

Marketing Mix

The marketing mix contains four factors that are: to be kept under the
company researchers influence to make sure their compatibility with the
variations. These four factors are Product, Price, Place, and Promotion. Below is
the detailed description of, our companys marketing effort, in promoting the
interest: from zero intensity up to the maxim, marketing mix.
Product:

The need of the customer, can be seen, is already been fulfilled by pre-
available companies and thus the consumer are already been adhered to these
companies. So, we tried to make our product be: multi-qualitative i.e.it is a
combination of both paste and brush, and it contains almost all the qualities that are
present in the alternative products, produced by other companies; we focused on a
new strategic plan, named as Convex lens approach, in which, we made sure that
all the qualities and features in the adjacent products be present in the ARK. In
addition, our productive effort was to produce a multi-product in a single disguise.

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Further, more, after extensive research, we came to the conclusion that people are
ease lover, so greater the easiness, facilitated by our product, greater would be its
demand. The facilitation of our product is: ARK, is mechanized to produce a
minimum amount of paste, with a click. Which is what: serve the purpose of
preserving the paste.
The greatest advantage, we have here, is our product is the combination of
both paste and brush, and it is a common practice of using separate brush for
separate being, in the house hold; thus the demand for our product would be
multiple, rather than single integer. In short, ARK is more individual concentrated.

Features of the ARK:

Some of the features of the ARK are highlighted below:

It is a combination of both paste and brush.

Help clean stains
Help provide 3x fresh breath
Kill germs up to 99%
Anti-cavity fluoride paste
Gives diamond-white spark
Refill system
No more waste of paste. etc.

Price:

All the decision, pre and pro production of the production: we came up to
the challenges that the already surviving product of branded companies has priced
quite a competitive price. In order to make a sound base of our product, we had
priced a normal price that could be affordable for almost every person in the

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country. Product is priced, keeping in mind: the cost of production. Secondly, we
observed that most of the consumers are premium-oriented; so, we have focused
the upper and middle. Further, our main motive behind our normal price is to
penetrate the market and lag behind few of the companies in terms of competitive
price strategy.

Place:

In terms, of placing effort, we have used two types of channel: both the
direct and indirect channel. In direct channel we are selling our product directly to
the consumer, by sending our sales person to the market. The purpose of using
direct channel is because: the product we produce is new to the market, and in
order to gain more attentions of the consumer and to converge their interest to the
ARK, we have used personal selling agents to sell the product personally to the
consumer. While, indirectly: we are using formal channel i.e.

Producer Wholesaler Retailer consumer

Due to our products first experience, we have just confined our product
within the countrys boundary and focused the domestic consumer. And our
market researcher, has fore-casted that the demand for the ARK, would soon be in
alternate countries too.

Promotion:

The pre-mentioned marketing efforts as Product, price and place would be of

no Worth, if there is no exposure of the product to the wide level. So, in order to
bring awareness to our customer regarding our product: we have consider various
marketing and advertising campaign, by Media, Radio, Newspaper, ceremonies,
and different expos in various financial and non-financial sector, which is all just

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to highlight our product , and fulfill its promotion. In addition to it, we have been
in affiliation with various organizations: in which their employees get bonus and
prizes of total family care, including our ARK, along with the cosmetics.

Furthermore, few of promoting effort we considered were:

Money off coupons

Buy the product- get a chance to win a bumper prize
Voucher with discounting potential
Free gift with the purchase of 3x of our product
Loyalty cards
Discount price on referencing a consumer etc.

Socio-cultural Environment

Socio-cultural environment, is what, is a factor that is output result of

various other factors: due to our rational marketing efforts we have tried to be
efficient and effective in provoking, mutated influence of socio-cultural
environment that help raise the consumers interest. Below is a light highlight of
our effort in mutating the socio-cultural influences.

Family:

Family institution is one of the strongest among social factors that exerts
influence momentarily upon its members. In the promotion factor, as you can see:
we had affiliations with different companies, to provide them the ARK; the main
rationale behind this promoting effort is: to make sure that head of the family
receives our product, which in return would exert influence upon their family
members, and hence the family influence is mutated.

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Reference Groups:

Following defensive strategy we have tried to boot on almost every option.

That could be a positive point for us, in promoting and penetrating our product.
Well, every consumer is price conscious, so in order to gain advantage and
mutating the referral influence, we have also launched a discount campaign: in
which each a group is blessed with discount of price, when he/she refer our
product. In short, we have provided incentives to the customer, to attract greater
customer by referral source.

Non-commercial Sources

The source which bears a little loss, would be result of future income; so,
our effort in using non-commercial sources as bate: is because the greater is our
usage of our product by greater number of consumers, greater would be our
chances to get consumer attentions and penetrate our product. We have, funded 3%
of our product to the non-financial sectors, as NGOs, Family health care,
Government hospitals etc.

Social Class:

The middle class follows the upper class, while the lower class follows the
middle class; so, focusing the upper class: would result in influencing the other two
classes, and is thus what: the mutation of social-class stimulator to interact both
classes. The Upper-class, people: including ministries, bureaucrats, and other
presidential in term of positions, are ease and comfort lovers, so they would enjoy
the product and integrates ARK in its personalities. Below is a figure which
demonstrate the social class influence.

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Culture and subculture:

Culture and subculture, which includes values and norms and are deep down
integrated with in the human body, and is what cannot be separated; keeping in
view the cultural factor in mind, we had confined the product with in the state
limits: conveying the message that it is only for domestic consumers. Furthermore,
our company has conducted cultural ceremony under the brand name ARK, and
slogan of cultural integration, to build the brand image. The main motive of these
ceremonial function is to ignite the intrinsic motivation of the consumer, and to
keep the consumer captive with their sense of belongingness. Making the
consumer feel the ARK, to be a cultural oriented would bring some leverage.

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 Process

In order to gain a bit competitive advantage and survive in the contemporary

trends of the markets. We strived to strengthen the internal influence and bend the
external influence in a way that could draw the customer attention, provoke the
consumers interest, build a brand image in their mind and get place in the stock of
consumers alternative choices. Being so, we had been successful as much as a
new products production usually could. Furthermore, we discuss the decision
making process: a consumer followed and resulted in the output. Before explaining
the process, few of the psychological field that are although result of this process
but are also an input that is used as a stimulation for the process.

Psychological stimulation

The psychological stimulation, that help stimulate the decision making process; are
explained below, individually.

Motivation:

Our different marketing efforts and blended mutation in the socio-cultural

factors, helped induce a drive for the ARK in the consumer, while different
incentives in the promotional efforts had also played an important role, in
motivating the customer, to direct toward our ARK gateway. Our prize offers,
discount rates, and family head hunting strategy by companys affiliation, had
driven the consumer a lot.

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 Perception

In order to be better: perceived positively by the consumers, we have worked

on: to produce a multi, qualitative, product; which encompasses, different qualities
of alternative substitutes, two product in only one pack. The multi-qualitative,
multi-product and convex-lens approach had made us able to be perceived
positively. In short due to the internal and external influences, there has been a
great CPV. Secondly, as the product already been penetrated in the market and
were being used by the families head, then other family member would probably
follow the head, and is thus perceive the product with a better image.

Learning

As our product was quality-oriented, and after using the product by consumer:
they came to learn that the product was indeed not an exaggeration; the
information regarding the ARK is available in the form of pamphlets, on our
official website, social page and media sources etc. that would help consumer learn
more about the product, and the more they are aware about the qualities of our
product the more would be their drive for it.

Personality

Personalization of person is a common practice and is natural, thus is an

involuntary area: which could be controlled. People has a thirst for using and
disposing off the premium product in terms of quality: thus they would choose the
ARK. Secondly, the ARKs output in giving 3x fresh breath, cavity protection etc.
is what a great personality would prefer; thus by learning about our product would
provoke their inner thirst to choose the ARK as an integral part of their personality.

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 Attitude

Attitude is someones reaction towards a certain employees; we kept each and

every measure in mind, to make sure there is no flaw in our product. So their
attitude toward our product would be satisfactory and ARK would be shortlisted
in the stock of their alternatives.

The above mentioned psychological factors were the stimulators, which are
both input and output of decision making process. After a consumer is stimulated:
they would drive for the need of the product. The process, a consumer would
follow is as discussed below.

Consumer Decision making

Need Recognition:

The first step: consumer incur with is a need recognition; the advantage we
have here is: that the product ARK, we produce is most often, used every day,
by every people except old-aged, and is thus considered as a daily routines
need. As you know, that people within domestic limits recognize this need
almost three times a day. And is used for the protection of teeth. Every
consumer, is health conscious: thus it is obvious that the need for a tooth paste
and a brush is already realized. We made sure to provide both need in one pack.
The second step is consumers pre-purchase decision.

Pre-purchase Decision :

Most of the time, the pre-purchase decision, is always behind a rationale i.e.
when a need is recognized, consumer go for the product: before which a decision is
to be made; every consumers desires for a product that has the maximum CPV

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and gives maximum satisfaction. Thus, consumer go to the shop and start
evaluating the alternative product as discussed below.

Evaluation of Alternatives :

When a customer, go to a market for a product: he or she evaluates the product

on the basis of his/her experience, the features and quality of product; we made
sure that our multi-product encompasses all the features and qualities of the
substitute in one, thus when evaluated by the customer the ARK would gain a
higher position in the meaning of best product. Some of the alternative products
among which ARK is evaluated are Colgate brush and paste, Close-up brush and
paste, Medi-cam brush and paste etc. but due to our assurance of ARK to cover the
alternate products feature at once. We get a plus point. Secondly, the evaluation of
a product is also affected by certain factors as:

The motivational factors: motivate the customer to choose what we

produce.
Perceived product in mind: in our case the customer has perceived the
ARK to be an effective product, thus it influence their decision.
Thirdly, we tried to give greater awareness: hence the more customer is
aware, the greater are chances of it.
It best fits the personality, and the blue colored packing gives a calming
effect to the consumer and draws attention.
Our multi-product facilitates consumer to feel ease and comfort,
Prevent loss of paste.

After evaluating, different products features and qualities. The consumer

come up with greater knowledge and learning, which by the flow of times becomes
his or her experience. The experience then will shape the psychological factors.

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 Output

Purchase decision :

When ARK becomes the best among the alternatives; the product would surely
be in consideration to be purchased. Here, our promotional effort, plays a role in
attractive consumer towards the incentives. Firstly, the consumer purchase the
product on trial base but later on if the consumer likes our product ARK or it
satisfies the consumers need then the consumer will start repeating the purchase.
A competitive advantage we get here: ARK is personal product, so its purchases
would be in numbers rather than in number.

Post Purchase Behavior:

After, ARK is used, the consumer would be well satisfied, and he or she would
feel the features that were mentioned, are not exaggerated but are more likely the
integration of ARK. Which in turn, sequel: a positive behavior, and the satisfaction
level would further develop the perception, and make the consumer be curious to
know more about the ARK, and the more: ARK becomes a concentrations the
greater it integrates in the personality and so on: would come into consumers
experience, developing the psychological stimulations; and the flow cycle of
decision making process continues till the multi-product gains its soundness on
ground.

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