Project Presentation on SKAM FMCG Company

Presented By

Anum Perwaiz (140051)

Mehwish Kiran (140053)

Saud Amjad (140055)

Kamran Naeem (140057)

MBA (3.5)

SKAM Company

Skam Company Pakistan is a fast consumer goods company. Our goal is

to become the finest consumer goods company operating locally in

Pakistan. To fulfill this goal, we are serving Pakistani Consumers in order

to make their everyday lives better. The company priority is to bring the

best and most relevant products to people wherever they are,

whatever their needs throughout their lives.

Mission Statement

“We will provide products of superior quality that improve the lives of

the consumers now and for generations to come and delivering better

solutions to consumers and customers”

Vision

“Skam is about passionately delivering better solutions in household

cleaning, health and personal care to customers and want to be

recognized as the best consumer products company in Pakistan”

Marketing Department Structure

Marketing President

Product managerMarketing strategies Manager

Advertising director

Public relation manager

Marketing research director

Promotion director

Creative Service

Secretary

SWOT Analysis

• Strength:

• Excellent for treating skin irritations, cuts/bruises and seasonal applications.

• Has products like antiseptic liquid, soaps, sanitizers, bodywash etc

• High quality at affordable prices

• Weakness:

• Competition from other similar products means stagnant market share.

• Despite excellent product, limited penetration in rural markets

• Opportunity:

• Better penetration in rural markets and emerging economies.

• Imparting education about importance of hand washing to prevent spread of germs.

• Threats:

• Competitive Pricing.

• Attractive Packaging of competitor products.

• Good Advertisements by competitors

Marketing Strategy

our company adopt low price strategy in order to enter in a market

Products offer by Skam Company• Anti dandruff shampoo and conditioner

• Detergent

• Anti-bacterial soap

• Air fresheners

• Kitchen tiles and glass cleaner

Target anti-bacterial Soap

• Target anti-bacterial soap is designed to provide excellent germ

protection for the whole family

• As we know that mostly peoples are severely affected by the diseases

like typhoid, plague and yellow fever so it is introduce as disinfected

soap in order to provide safe and healthy life to consumers.

STP Strategy

Our target anti-bacterial soap is based on various segment

• Demographic Segmentation

Gender: Male and female

Age: 18 years to 45 years

Kids: Age range: 5-14 years

Social class: mainly target middle and upper middle class in urban and sub-urban areas

• Geographic Segmentation

Include almost all urban – suburban, small towns and some rural areas of Pakistan

• Psychographic Segmentation

Young housewives and mothers who care about the health and wellbeing of her family and educating children about health and hygiene

Target Market

The target market of target anti-bacterial soap is all households who

can afford buying soap and who want to fulfill an everyday need

(bathing) that provides them and their and their family with a 100%

complete protection form germs and cleanliness from dirt.

Positioning

The positioning of Target is reflected by the positioning statement that emphasizes on “All day freshness and germ protection”

Low Quality High Quality

High Price Safeguard

Dettol

Low Price

Target

Competitors

Currently, our direct competitors are

• Safeguard

• Dettol

Distribution Model

Company

Wholesaler

Retailer

Consumer

Marketing Mix

Product

Brand of the product is target and the brand name is selecting very carefully. It suggest some ideas

and about the qualities that products gives. It is easy to remember and easy to pronounce

PriceThe price of our target soap is low comparatively to its competitors

The price of our target anti-bacterial soap

70 grams bar is 40Rs

120 grams bar is 55Rs

CONTINUE……

Place

Target anti-bacterial soap is available at general stores and utility stores that is convenience

for customers and also display at top store (Al-Fateh, Best price, metro cash and carry) to

provide maximum availability and visibility to customers

Promotion

• Personal selling

• Bill board

• Advertise on social websites

• Through TV commercial