Rc Cola Failure

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Plus" was advertised with a sink boy through electronic media. Adnan Siddiqui TV actor was made sink boy in advertisement, and for their people started to associate "Pert Plus" with Adnan Siddiqui. Sales went down as soon Adnan Siddiqui was replaced in the ad as sink boy.

Unpleasant smell :

The shampoo contain moistures smell which didn’t satisfied the customers and that’s why customers avoided purchasing our shampoo.

 Bad Advestisment Strategy

Although pert plus was a unisex product but If you see the ads, in the ads Adnan Siddiqui focused more on females, whereas the other sink-boy focused more on males, and they should have concentrated equally on males and females.

6.1 Core Competency and Sustainable Competitive Advantage:

Our first core competence is the agreement with the most of thesupermarket,retail store which is having a good market share with affective sales. The agreement is the cost of decoration, beverages are on the Pepsi twist and it is very successful because everyone wants to have beverage with the food because it digest food and which our competitor Sprite (coca cola co) is not having this.

We are coming to market with our own distribution channel overlooked by our supply chain department which will be our second core competitive advantage and we are confident with this strategy and about its success because until now this strategy has not been adopted extensively by our competitors which we launching.

Another core competency for our product will be that we will target and market our brand not through our own employees but through a particular local area person which is living there for a long time who know the culture and the behaviour of the particular area and he will work for us and his main focus will be to create awareness regarding Pepsi Lemon Twist and gain market share.

6.2 Porter’s Generic strategies:

Porters Generic Strategies consist of 3 strategies:

1: Cost Leadership

2: Differentiation

3: Focus

Pert plus is fitting in all the 3 porters’ strategies which can be defined under:.

Cost Leadership Strategy:

Pert plus is to become lowest cost producer and compete on the price with its competitors and earn higher unit profits by pricing the product 25 rupees less for example if other shampoo bottle of 2o0 ml with standard price of 200 then we will provide Pert plus at Rs.175 to our consumers and gain more customer loyalty.

Differentiation

Pert Plus 2in1, the original shampoo and conditioner in one for clean hair that’s conditioned too.

Focus Strategy

The focus strategy concentrated on a narrow segment and that what Pert plus is exactly doing, Pert plus is not targeting Pakistan as a whole but it is targeting on the basis of region which is Karachi. Why Karachi? The answer is because Karachi consist of dry weather.Because of this weather people are facingthe hairfall problems .That’s why our basis of focusing Karachi.

SWOT ANALYSIS

:

STRENGTH

• Due to its strong brand image, P&G has a huge customer base.

• The customers of P&G do not of switch on to other brand easily.

• Strong Financial position of P & G

• Brand Loyalty

• Brand itself very strong

WEAKNESS

Quality control and research problem because many products failed in Pakistan.

• .Less popularity in rural areas compare to urban areas in Pakistan

• Weak Advertisement campaign

• Stagnant sales

• Sometime less innovation than major competitor Unilever.

OPPORTUNITIES

• Regaining the trust for existed customers

• Better Innovative marketing techniques

• Advertising money allotted by P&G continues toincrease

• One of the opportunities for Pert plus is to invest in the segment of children products.

THREATS

• High Competition in Pakistan Market

• Threats from plenty other options available to consumers

• Threats from new entrants

• Salon-purchased products take away from minority market share

• Low switching cost

• Flooding of market with new products

• Lower price products can trigger the lower income customer because of increasing inflation

Competitor analysis

In the Pakistan FMCG’s two dominant competitors are P&G and Unilever:

P&G produce shampoos such as:

• HEAD & SHOULDES

• PANTENE

Unilever Pakistan Limited produce shampoos such as:

 SUNSILK

 Dove

 Clear

The major competitors of Pert Plus can be divided in two as follows (all percentages have been provided by Unilever Pakistan:

Direct competitors 75%

Indirect competitors 25%

DIRECT COMPETITORS

We can divide users of shampoo into segments as follows:

Middle class and Upper middle class: They normally use Pantene, Head & Shoulder, Sunsilk and Clear. These shampoos