1.0 1.

1 Company Profile

Introduction To the Company

It was founded as a family business in 1962 by a seasoned entrepreneur; taking a debut from the hair care category. The success story has many milestones in the corporate life of Samsol, through which a humble business was transformed into a major national brand. Since its inception the company stands amongst leaders in the hair and skin care industry of Pakistan. The company history spread over nearly half a century is marked with major success in the national market, introducing a wide range of landmark products in Hair and Skin care. All Samsol products are manufactured in the company's factory in Pakistan, using most of the materials imported from globally reputable companies. A team of professionals work to provide superior quality and value to the consumers, with a broad vision of making positive contributions to the community in which we live and operate our businesses. Samsol constantly strives to design and develop quality products using advancements in cosmetics research, with the aim to expand the knowledge of personal care categories to serve the customers in a better way. Samsol is an ISO 9001:2008 & 14001:2004 Certified Company, committed to focus on customer satisfaction by improving the product quality, environmental performance, and the effectiveness of the Integrated Management Systems through a continuous process. It provides a safe and healthy place for all employees; and prevents pollution through innovative research and development that promotes the use of environment-friendly raw materials, components, and other natural resource inputs. Samsol also ensures compliance with applicable laws and regulations. The company enjoys sound financial strength, deploying its resources efficiently, and thus, making a positive contribution towards the commercial and economic growth of the nation

1.2 Vision & Mission

To achieve excellence in providing personal-care products to our consumers through a process of continuous improvement. To deploy our expertise and resources in delivering customer satisfaction and a feeling of being elated by using our products.

1.3 Companys Commitment

To grow personal care business of the company. To enhance corporate image and brand positioning. To become a major player in the national market, expanding to the international arena. To create a corporate environment enabling to become an employer of choice. The key drivers will be: Motivation and professional development Corporate culture inculcating integrity and ethics in business 1

Optimizing resources to boost output 1.4 Quality Samsols strict quality policies have played a major role in creating a well- recognized image in the national market as a leading manufacturer of products with high quality and reliability. All Samsol products are manufactured in the companys factory in Pakistan. Our professionals work every day to provide superior quality and value to our consumers, with a broad vision of making positive contributions to the community in which we live and operate our businesses. We at Samsol constantly strive to design and develop quality products using advances in research on cosmetics with the aim to deepen our knowledge of personal care to serve our customers in a better way. 1.5 Quality & Environment Policy Samsol International is committed to produce high quality products through customer satisfaction and improving its environmental performance. Samsol International is committed to: Meet customer expectations with consistent quality products and environment friendly activities through continually improving its Integrated Management System. Customer Satisfaction. Comply with all statutory and regulatory requirements related to its products, activities and their environmental aspects. Identify quality and environmental objectives by continuous review and monitoring of its processes and activities. Continually improve its products, processes and environmental performance. Reduce and where possible eliminate waste and prevent pollution at source. 1.6 Products The Product mix of Samsol is as follows

1.6.1 Hair Colour Samsol Hair Colour is a perfect system to dye your hair in a gentle way. After dying, you feel a conditioning effect on your hair. Samsol hair colour is available in four shades, which are closer to the natural hair colors. Its ammonia-free hairfriendly formulation protects your skin and secures it against staining. Its unique Cream Developer+Conditioner contains lanolin; rendering a natural look to your hair. 45 Black 43 Dark Brown 41 Medium Brown 39 Light Brown The accessories (gloves & applicator) provide you a way to color your hair with ease and perfection.

1.6.2

Shampoo

1.6.2.1 Egg Shampoo Samsol Shampoo, with its hair-friendly formula keeps your hair soft, shiny, and full of bounce. Its gentle formulation develops the roots to make the hair stronger, and resistant to hair fall. It enhances the structure of hair by strengthening the hair follicle. Its egg protein not only nourishes the hair but also makes them strong through regular use. In addition, the conditioner gives you smooth and silky hair, with a shine in your own hairstyle. Egg protein not only nourishes the hair but also imparts conditioning effect. Regular use of gentle Samsol Shampoo will nourish and enrich your hair down to the roots, enhancing its natural body and leaving each strand clear and tangle free. Samsol Shampoo a delightful way to exciting hair, the Samsol Way. 1.6.2.2 Herbal New Samsol Shampoo, with hair-friendly formula, keeps your hair soft, shiny and full of bounce. Its gentle formulation develops the roots and makes the hair stronger and resistant to hair fall. It enhances the structure of hair by strengthening the hair follicle. Herbal extracts not only nourish the hair but also make

them healthy through a regular use. While the conditioner gives you smooth & silky hair with a shine in your hair style. 1.6.3 Shaving Cream

Samsol Shaving Cream takes you to a new level of shaving experience in terms of glide and smooth ride for your razor blade. It is a quality solution for mens grooming. It softens and moisturizes toughest hair allowing the blade to come closer to your skin for a smoother, longer lasting, and enjoyable shave. Its unique perfume keeps you fresh for hours. 1.6.4 Depilatory A gentle way of removing unwanted hair. Samsol Hair Removing Lotion and Cream are enriched with moisturizing ingredient, Aloe Vera that leaves a silkier skin. Its Lemon or Rose selection gives you a choice of perfumes. 1.6.5 Talcum Powder Samsol Perfumed Talcum Powder with its alluring fragrance provides lingering, soothing, and refreshing comfort. It helps stop the bacteria from breaking down to the sebum resulting in bad body odor. It gives relief against prickly heat and skin irritation. The fresh, pleasant, and lasting fragrance provides an extra comfortable feeling. Available in

TEMPTATION

SENSATION Small & Large

PARTY Small & Large

Small & Large

2.0 Marketing Mix of Samsol

2.1 Segmentation
Segmentation of samsol might include following bases 2.1.1 Demographic The demographic segmentation might include following variables Age: the market for Samsol is segmented on the basis of age. The user are, generally, the age group of 25 onwards.

Gender: Samsol mostly targets females as its advertisements show.

Income: low and middle income groups are targeted for Samsol Shampoo.

2.1.2 Psychographic Following variables might be considered for psychographic segmentation of Samsol. Beliefs: people who believe that use of products, having natural elements, is less hamful than those with artificial elements might be the segment to be catered by Samsol.

Lifestyle: People having a traditional lifestyle might be a favorable segment for Samsol Shampoo.

2.1.3 Behavioral Knowlegde: people having the knowledge of what an egg means for hair can be targeted easily.

1.2

Targeting

Selective targetting strategy Selective targeting strategy says that the market is divided into chunks. Out of these chunks company chooses the best chunk or segment to cater. A segment is selected on the bases of its attractiveness, in financial terms, and feasibility, in administrative terms. Selective targeting strategy is also referred as differentiated or segmented market and rifle approach. Samsol serves or caters a selective market containing the segments discussed in segmentation.

1.3

Positioning

Samsol positions itself as an egg shampoo.

Point of parity (POP)

Points of parity are associations that are not necessarily unique to the brand but may in fact be shared with other brands. For an offering to achieve a point of parity on a particular attribute or benefit, a sufficient number of customers must believe the brand is natural based on that dimension. Like others SAMSOL consists of such POPs: use of natural ingredient ( egg) Stunning Black Shine Lusciously Thick & Long Hair Fall Solution

Point of Difference (POD):

Points of difference are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. With point of difference, the brand must demonstrate clear superiority. We found that PODs for Samsol is they are using natural ingredients in their products such as egg and herbs. The company has recently introduced samsol herbal shampoo with the idea of the grab the market share.

1.4

Product:
Samsol Shampoo, with its hair-friendly formula keeps your hair soft, shiny, and full of bounce. Its gentle formulation develops the roots to make the hair stronger, and resistant to hair fall. It enhances the structure of hair by strengthening the hair follicle. Its egg protein not only nourishes the hair but also makes them strong through regular use. In addition, the conditioner gives you smooth and silky hair, with a shine in your own hairstyle. New Samsol Shampoo, formulated to keep your hair soft, shiny and full of bounce. Egg protein not only nourishes the hair but also imparts conditioning effect. Regular use of gentle Samsol Shampoo will nourish and enrich your hair down to the roots, enhancing its natural body and leaving each strand clear and tangle free. Samsol Shampoo a delightful way to exciting hair, the Samsol Way. product is available is three sizes 1. Large 250 ml 2.medium 100ml 3.scathe 5 ml

1.5

Price Price of samsol shampoo is very low which is showing that company is targeting low income people for the shampoo. Large bottle: 105/= medium bottle:84/= sachet : 5/=

1.6

Place
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The shampoo is easily available to shops even at small medical stores. The distribution channel of the samsol is effective with 200 distributors and motivated sales person. Company does not have any major distributor.

1.7

Promotion Communication tools used by samsol are follow: Electronics Media: Samsol is advertising their product on every channel specially on the channels seen by the

rural area people like samaa, sindhi tv and ktn.In todays world where an average middle class individual has access to 30 to 40 channels through the cable minimum, he has the ability to view different types of advertisement just flipping the channels. Thus the consumer of today is so well posted on the fact that whenever a new product is launched, is it in the United Kingdom or in the United States, a consumer living in Asia would be well aware of the features of the products and he would know who the company is targeting.

Print Media: Print Media advertisement is one of the common ways of advertising. The print media including the magazines, newspapers and brochures are relied upon a lot. In print media, the importance of placing the advertisement plays an imperative part in increasing the sales of the product. samsol is frequently advertising their product through print media( news papers and magazines). The company is promoting their achievement of brand of the year 2009-10 for hair color through print media for enhancing their brand equity. Public relations: In the year 2009 and 2010 samsol participated in dawn lifestyle exhibition.

1.8

Packaging

Packaging of the product is reflecting to the attribute and ingredient used in the product. Yellow for samsol yellow ( egg shampoo) green for samsol herbal The packaging is not the attractive, it reflect samsol as a medicated shampoo. The design of the bottle is not attractive , its not easy to use as that of the half cap shampoos or pump shampoos.

3.0 Branding Strategies

The branding strategy for a firm reflects the number and nature of common and distinctive brand elements applied to the different product sold by the firm. Branding strategy involves deciding the nature of new and existing brand elements to be applied to new and existing products.

3.1 Branding Decisions

Branding strategy is one of the most vital decisions taking by marketers. It is a strategy, which brings lots of positive feedback for a firm. The first branding decision is whether to
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develop a brand name for a product. Today, branding is such a force that hardly anything goes unbranded. Samsol is using its parent brand name SAMSOL with its every product which is putting the effect of its one product on the other product. Samsol should go for the individual name for every product. So, if any brand fails or appears to have low quality, the companies name or image is not hurt.

3.2 Measuring Brand Equity

Brand elements can play a number of brand building roles. Brand elements are those trademark able devices that identify and differentiate the brand. Most strong brands employ multiple brand elements. Marketers choose brand elements to build as much brand equity as possible. Brand elements such as: memorable, meaningful, likable, adaptable and protect able. We describe those elements in short as follows: 3.1 Awareness
According to the survey conducted for the purpose of the project, people were aware about the Product.

3.2 Loyalty
Loyalty status was very low, due to unsatisfaction obtained as a result by the product. Psychological commitment was observed among customers, however, behavioral commitment was lacking. 10

3.3 Percieved Quality

The percieved quality of Samsol is high among the users, however, dissatisfaction was observed among the customers who used the product.

3.4 Associations
The association with the brand is positive, because it is one of shampoo which has positioned itself as an egg shampoo.

3.5 Market behavior

Samsol does not exhibit any remarkable market behavior. As compared to other substitute product, the market share is very low.

4.0 Refining the Brand Equity

4.1 Additions to the product line
One technique to increase brand equity is to add new products in the product line, we observed in our research that people responded positively to the question asking whether they will buy the product if new variants are introduced. Samsol brand equity will rise up if it come with more variety of shampoo with natural ingredients. Our recommendation for samsol is to come up with these new variants for line filling which can increase its equity: -Samsol honey shampoo -Samsol egg and mehndi shampoo -Samsol aloe Vera shampoo

4.2 Cost Improvement

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The price of Samsol Shampoo is low, as compared to that of the substitute products like Sunsilk and Pantene. Samsol should increase its price, in order to improve its positioning and to eliminate the misconception of low quality, low price.

4.3 Altering Marketing Strategies

The segmentation, targeting and positioning strategies of Samsol do not need to be changed. However, changes are required when we talk about packaging and pricing strategies of Samsol. Packaging is one of the most disliked factor of Samsol by the consumers. After packaging, pricing is another important factor which needs to be altered for Samsol. In Pakistani society, people associate price with quality, stating that if a product is low priced, it has low quality. That is why Samsol needs to change its Pricing strategy, setting price according to the going rate. As Samsol is using natural ingredients so it should go for value-added prices so that it can justify with the product. This will increase the equity of the product. The packaging of the Samsol should be replaced by the new design of bottle and color so that customer can attracts toward it.

5.0 Recommendation

For samsol we would suggest the following recommendations:

Samsol need to expand it market , as all the other competing products are targeting the

middle and upper income class but they are not using natural elements and are not promoting themselves in that way, samsol need to target that market and it can grab the share and can increase its equity.
Samsol need to change its promotional strategies currently samsol is only using tvc and

print medial. No one have ever seen the billboard of samsol shampoo. So the company need to do frequent and unique changes in their promotional activities. They should go for billboard, free sampling, advertising alliance and strategic alliance with others. By the change of promotional strategies samsol can increase its share of heart,mind and market.
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 The advertisement should be changed and it should be made attractive in order to enhance the brand equity. The only part people remind of samsol advertisement is the musical line SAMSOL. Samsol need to change the color of the advertisement as whole advertisement reflects the yellow color because of that people lose their interest. The tag line of the product is reflecting to the product attribute haseen balo ka haseen raaz but it is not in mind of customers. Samsol should come up with new tag lines. We recommend the following taglines: Come to life, come to samsol. Ab tu sub maney gey. beautiful hair, redefined. new thinking, new shampoo.

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PERSONAL INFORMATION

Appendix

1. What is your Name?

2. What is your Gender?

o Male o Female
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3. What is your Income level?

o Rs.5,000-10,000 o Rs.10,000-20,000 o Rs.30,000-40,000 o Rs.40,000 or more

4. What do you do for your hair care?

o oiling o oiling and shampoo use o protein treatment o only shampoo

5. Which shampoo do you use?

o __________________________________

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MARKET SURVEY
6. Are brand name SAMSOL? o Yes o No 7. Have you ever tried any of the following product of samsol? you having awareness of

o Samsol shampoo o Samsol hair color o Samsol hair removing cream o Shaving cream o Talcum powder 8. o yes o no 9. o Yes o No 10. o Yes o No 11. Did usage of samsol fulfill your expectations? Will you recommend this shampoo to others? Are you willing to use it again? Have you tried samsol shampoo? (if no then just answer question 11and 14)

o Yes o To some extent o No

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12.

Is the shampoo delivering the same what they claim?

o yes o no o to some extent 13. o yes o no If samsol brings new variant or innovation within the shampoo will you try it?

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SAMSOLS BRAND EVALUATION

14.

Since when you are using samsol?

o Less than 1 year o 2-5 years o 5 years or more 15. Which is your favorite product of samsol?

Samsol shampoo Samsol hair color Samsol hair removing cream Shaving cream Talcum powder

16.

What level of satisfaction do you get by using samsol shampoo?

o Very poor o About average o Superior o 17. What is the main problem you faced by using samsol shampoo? o o o o No benefit drived Less then expectation Other No Problem 18. o o o o Which area do you think needs improvement?

Product Variety Prices Offers & Discounts Others

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19. What method of advertising do you think would be the most effective for samsol shampoo?

o Billboards o Television ads o Magazines/newspaper ads o Flyers o Radio o Others (Please Specify) 20. What is the first thing strikes your mind about samsol?

o Their tag line o Their advertisement o Fun 21. o yes o no 22. o yes o no Do the packaging of samsol attracts you? Do the advertising of samsol attracts you?

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Data analysis: personal infomation

Sample size : 20

Personal Information
Popularity by Gender No. of Candidates Male 8 Female 12

Personal Information
Popularity by Income No. of Candidates 3 5000-10,000 6 10,000-20,000 20,000-40,000 9 2 40,000 or above

Personal Information
What you do for haircare No. of Candidates 0 oiling 11 Oiling and shampoo 0 Protein treatment 9 Only shampoo

Personal Information
Favorite brand No. of Candidates 8 sunsilk 1 samsol 8 dove 3 clear

data analysis : brand evaluation

Brand evaluation
Awareness of the brand No. of Candidates yes 20 no 0

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Brand evaluation
Use f samsol product No. of Candidates 2 shampoo Hair removing cream 1 Shaving cream 6 Hair color 11 0 Talcum powder

Brand evaluation
Ever tried samsol shampoo No. of Candidates yes 4 no 16

Brand evaluation
Willingness of using again No. of Candidates yes 2 no 18

Brand evaluation
Recommendation to other No. of Candidates yes no

Brand evaluation
Fulfill expectations No. of Candidates yes no 1 To some extent 1

Brand evaluation
Delivering the claim No. of Candidates yes 1 no To some extent 1

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Brand evaluation
Will you try new product No. of Candidates yes 19 no 1

Brand evaluation
Main problem with product No. of Candidates No benefit 1 1 Less then expectations other No problem

Brand evaluation
Areas of improvement No. of Candidates Product variety 18 Prices Offers and discount 2 others

Brand evaluation
Best advertising methods No. of Candidates Television add 11 billboard 8 radio newspaper 1 other

Brand evaluation
Packaging and promotion attracts you No. of Candidates yes no 20

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