Marketing plan

MARKETING REPORT

CLEAN&CLEAR FACE WASH

SUBMITTED ON:

SUBMITTED TO: Miss Sabeen

SUBMITTED BY:

Bilal Iqbal Lateef

Anus Rafiq
Ali Raza
Ayeman Qazi
Iqra Zahid
Zeeshan Siddiqui

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TABLE OF CONTENTS
1 Letter of transmittal………………………………….. ii
2 Executive summary……………………………………iii
3 current marketing situation…………………………1
4 market description ……………………………………1
5 product review…………………………………………..2
6 competitive review………………………………….....2
7 channels and logistics review………………………3
8 SWOT……………………………………………………4
9 Objectives and issues………………………………..4
10 Marketing strategy……………………………………4
 Positioning………………………………....5
 Product strategy…………………………...5
 Pricing strategy…………………………….5
 Distribution strategy……………………….6
 Market communication strategy………….6
 Market research……………………………7
 Market organization………………………..7
11 Action program………………………………………….7
12 Budget……………………………………………………8
13 Control…………………………………………………….8
14 Conclusion……………………………………………….8

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1. Current marketing situation:-

Johnson & Johnson founded in 1886 introduced its new line of

dermatology products Clean & Clear. When introduced in Pakistan, by then
the trend was to wash faces with soaps. And there was very little awareness
regarding face wash and the fact that soaps are harmful for skin as it
damages the cells it was this need that the company felt that eventually
consumer will shift towards this specialized product. The marketing
management team of Johnson and Johnson wants to design strategies that
will help them build profitable relationships with the target audience. The
product concept of clean and clear is to develop a product that help the
consumer obtain a clearer and more beautiful skin. It keeps skin nice and
clean. This oil-free foaming cleanser fights bacteria to help avoiding pimples
and acne. Cleansing agents gently remove oil, dirt and makeup without
over-drying. Johnson and Johnson’s Clean and clear use the Marketing
concept to design and carry out their marketing strategies. It follows that J
& J analyze the needs of their customers that is to get a clearer skin that
boost their confidence. Therefore J & J make decisions to satisfy those
needs, better than the competition by providing the best quality. They have
typically set up separate marketing departments whose objective is to
satisfy customer needs and have structured themselves into an organization
having company-wide customer focus. Since the entire organization exists
to satisfy customer needs, nobody can neglect a customer issue by declaring
it a "marketing problem" – everybody in J & J is concerned with customer
satisfaction. CLEAN is a range of face products which have been designed to
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care for different skin types, like oily and sensitive. There are a lot of
different products in the range like cleansers, toners, moisturizers and pads
which soak up excess oil. The prices of these products vary on what product
you buy and where you buy them from. They are generally cheaper than
most brands of skin care stuff but slightly more expensive than own brand
stuff. The Research and development department does necessary research
to define market segments, their size, and their needs. To satisfy those
needs, the marketing team makes decisions about the controllable
parameters of the marketing mix.

BCG MATRIX
High STAR QUESTION MARK

CASH COW

Low Clean & Clear DOG

Facial foaming
face wash

HighRelative Market Share

Low
2. . Market description

The brand has the tagline "Clean Clear and Confident ". In fact confidence is
a virtue that will attract the attention of Teens. Teenagers have a view of
themselves as adults. So by identifying this need, confidence can be a
platform to attract these young minds into this brand. And the product
showcases that if one has acne and oil free skin, she will be confident The
Company believes that beauty comes from being confident, comfortable
and secure in your own skin. Clean and clear’s market consist of teenage
consumers. Teenage period is a very sensitive time in ones life, there are
personalities and physical changes which call for peer pressure. So
teenagers want to look at their best. So at that time basic need is to have a
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clearer, oil free and more beautiful skin. The company believes that beauty
comes from being confident, comfortable and secure in your own skin. . It is
great for Asian skin. It’s fabulous for summer season where it really keeps
your face from perspiring and becoming a sweat fountain. It’s wonderful for
anyone that has a pimple or two; it cleans them up in a couple of days. Not
only does it do everything it says on the bottle but it actually makes you feel
good. It works two ways first it removes away dirt, oil and other impurities
second it contains ingredients to help prevent blemish.oil free. Rinses
cleanly without over drying the skin it is available in 3 sizes of bottles for the
convenience of the customer and with the perfect price set for the lower
middle age group females who wants to feel good in the price range they
can afford.

Specific segments being targeted includes student who are in high school or
high school graduate. Below the table shows how clean and clear addresses
the needs of targeted consumer segments.

3. Product review

 First it removes away dirt, oil and other impurities.

 Second it contains ingredients to help prevent blemish and problem
causing bacteria.

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 Small quantity can provide the desired result.

 Acne fighting ingredient that helps that prevent clogging by helping
the skins natural renewal process
 Doesn’t over dry the skin
 Available in three sizes
 Easy to carry packaging
 Available in almost all the stores

4. Competitive review

Clean And Clear facial foaming face wash will be classified in face wash
category. The price of 50 ml bottle is Rs. 90. As for the 100 ml size the price
is Rs 175.Clean & Clear Foaming facial wash considers Ponds as its major
competitor. Reason being, that they are offering all most the same price
range. Also both are positioning themselves to daily face wash. If Garnier is
compare the price range is also a bit high and also the need that they are
identifying is to unblock pores. In brand competition the face wash that are
covering this target market i.e. lower middle class and the upper middle
class are written below.

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Pond's Daily Face Wash

Pond's Daily Face Wash is 100% soap-free, thus non-alkaline. Its Active
Cleansing System deep cleans without drying. Your face retains its natural
moisture and looks noticeably radiant.

Garnier face wash

Is a mass market cosmetics brand of L’Oreal that produces hair care and
skin care products with its face wash which is suitable for all skin types?

Dove face wash

Is a brand of Unilever especially produced for people with sensitive skins

Nivea visage face wash

Is a face wash for upper class people with relatively high salary and works
for whitening the skin?

Clean & Clear Foaming facial wash considers Ponds as its major competitor.
Reason being, that they are offering all most the same price range. Also
both are positioning themselves to daily face wash. If Garnier is compare the
price range is also a bit high and also the need that they are identifying is to
unblock pores.

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5. Channels and logistic review

TV advertisement on TV is the most common and effective type of all

clean&clear tries it best to attract the customers

Radio nowadays is getting more noticeable as new channels are being

introduced and people tend to listen to radio while they driving and many
teenagers r adopting this as their time pass so it can b a very good source
as it directly communicates the targeted customers

Press is indeed a very good source as well as many of the people believe in
what others have to say

Magazines is after the television the best source as many of the females in
Pakistan reads the magazines which suites their type as there is many variety
in magazines in Pakistan as well.

BTL activities like free sampling in schools and colleges and campaigns like
dawn lifestyle, product awareness programs are conducted in the targeted
area.

6. Strength, weaknesses, opportunities and threat analysis(SWOT)

 Strength:
 The product has the advantage of strong support from its parent
company Johnson & Johnson. The product leverages the resources and
brand image of Johnson & Johnson. Like customers can link CLEAN &
CLEAR foaming facial wash with J & J’s reputable baby shampoo.
 In Pakistan though the company setup is small but it is growing.

 Weaknesses:
 The presence of the company is on small scale. Due to which the
budget is relatively low.
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 In Pakistan the trend to wash face with soap is still more as compared
to face wash. This calls to create more awareness, which requires more
budgets.

 Opportunities:
 With its affiliation with J & J, certain other health care consumer
products can be acquired, which can strengthen the product image
further.
 As the company is new so there are further chances to explore more.

 Threats:
 Pakistani market for skin care products is bringing attention for foreign
companies, which can bring intense competition. Further local, low cost
manufacturer as well as private label brands introduced by larger
retailers and a discount store brings intense competition. The low cost
products are also a sign of worry because people here are not that
aware of quality and they might go for low price.
 As the product is imported from Thailand, there is the threat related to
imposition of duties and taxes.

7.Objective and issues

1st yr objective

To shift the soap users to clean&clear face wash users

2nd year objective

To become the no. 1face wash in Pakistan

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Issues

We should keep advertising for the face wash so that the people won’t
forget us and we will be in their minds as there is a strong competition we
must be in the minds of our customers always marketing strategy.

7. Marketing strategy

The goal of Clean and clear’s marketing team is to make decisions that
center the four P's on the customers in the target market in order to create
perceived value and generate a positive response.

 Positioning

POSITIONING STATEMENT:

“To young teenage girls whose skin care needs is constantly changing along
with an evolving environment. CLEAN & CLEAR foaming facial wash
provides them a beautiful and clean skin that lets them take control of their
skin and appearance to forge ahead with confidence. CLEAN& CLEAR
foaming facial wash is the only brand that understands the physiology of teen
skin. We have the most appropriate and unmatched product that match
Pakistani teens evolving lifestyle and their unique skin needs.”

The positioning statement written above summarizes the target market,

need, brand concept and how it is different from the rest.
 Product strategy

The term "product" refers to tangible, physical products as well as services.

Clean and Clear oil free facial wash is the product of Johnson and Johnson.

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Following product decisions were taking by Johnson and Johnson in the launch
of this product:
 Brand name:

Clean and clear is not only a product to wash face but also it has created the
relationship with customers by providing them a product that boost up
confidence in them by providing them clearer and more beautiful skin. The
name itself shows CLEAN AND CLEAR understands of teen skin better then any
other brand. The products are developed specifically for teen skin.
 Functionality:

The facial foam is multifunctional with its cleansing, refreshing and

moisturizing action. It, removes dirt, oil and even make-ups. As on the back of
the pack, it says its active ingredient reaches deep, all the way to the pores, to
help prevent spots and keep your skin clear. After washing it, leaves your skin
feeling cool, fresh and nicely invigorated, with the unmistakable tingle of really
clean skin. It's completely free, rinses clean and doesn’t clog up pores

 Packaging:

The packaging is portable. It comes in different sizes. That is 100 ml and 50 ml.
It is mentioned on the bottle for sensitive skin, that doesn't over dry. It looks
transparent, in a clear bottle, with a purple squirts end. The packaging is
attractive that creates instant consumer recognition of the company and
brand.
 Quality:

Quality is the main strength of Clean and clear face wash that has given
them an edge over the competitors. Consumer trust is product that has
boost up their brand equity
 . pricing strategy

Factors considered before determining pricing policy:

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 Target Market/positioning: Keeping in mind that the audience is teen girls

belonging to lower middle and middle class, the pricing is set.
 The pricing objective: In Clean & Clear foaming facial wash case its max
market share.
 Competitors Prices
 Costs

To introduce, Clean and clear foaming facial wash, with respect to pricing
market penetration strategy is used. Employing this strategy means relatively
low prices are set to penetrate in the market quickly and deeply. As the target
audience is also from lower and upper middle class, such prices will attract
them. This in turn will make them buy the product and the company can have
large market share. But Clean & Clear makes sure that they don’t compromise
on the quality either. Prices are set keeping in mind that they have to maintain
quality standard. The penetration strategy will help keep out the certain
competitors.
Calculating the Cost Price of Clean and Clear:

SP (1-%) = CP
SP = CP/ (1-%)
1. Warehouse = 3% (Storage cost)
2. Distributor = 5% (Profit)
3. Retailer = 10% (Profit)
4. Selling Price = Rs. 175
 Retailer Cost Price = 175 (1- 10/100) = CP
CP = Rs. 157.5
 Distributor Cost Price = 157.5 (1- 5/100) = CP
CP = Rs. 149.6
 Cost at Warehouse = 149.6 (1-3/100) = CP
CP = Rs. 145.1

Cost Price of Clean and Clear is = Rs. 145.1

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L  Distribution strategy
Marketing plan

Distribution is about getting the products to the customer. Following is the

distribution channel of Johnson & Johnson clean and clear oil free facial wash:

Physical distribution firms help the company to stock and move goods from
their points of origin to their destinations. CLEAN & CLEAR as discussed above
after shipment stores the stock in warehouse. (Now the outbound logistics
start) Then the customer i.e. distributor places order. Through the company’s
computerized order processing system, order is arranged. Accordingly it is told
to distributor to arrange their transportation. The stocks are then moved to the
stocking point of distributor. The whole inventory is controlled by SAP. J & J
(CLEAN & CLEAR) has one distributor i.e. IBL group. They have got eighteen
branches all over Pakistan from where the product is given to the end
customer. This overall distribution chain is used to make the product available
in the market for customers’ convenience. The marketing team of clean and
clear ensures that product is extensively placed in all the well known shopping
centers of the major countries and general stores which come under their
potential and target market area. They use pull strategy for their product by
using various promotional tactics and through media. They directly approach
retailer by providing credit facility and bonus in form of incentives.

They also provide trade allowances to our distributors and retailer to further
intensify usage of push strategy.

 Marketing communication strategy

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Keeping the targeted market in mind advertisements are to be made like

wise. For advertisements both print and electronic media is used. The main
objective of advertisement is

 Maintaining customer relationship

 Remind customers that the product may be needed in the near future

Keeping the brand in customer’s mind during off seasons.

Clean & Clear arranges certain BTL activities in universities and colleges. This will give the
company a chance to communicate with their customers directly. The company doesn’t have
a customer complaint centre, so direct marketing can also provide a tool to get to know their
customer issues. Another reason to use direct marketing is that whether how effective the
use has been, can be measured easily. It can also help in creating customer loyalty.
Because of these BTL activities customer information is gathered. Which is then entered into
the database, and the database then helps in communicating with those customers.

 Market research

As they have imported product the RND department is not here they just
distribute it and sell it they analyze the general behavior their attitude and
any product that consumer demand which is not available in Pakistan they
can conduct a research and further take actions according to the results
they obtain.
 Marketing organization General manger

Ibad aslam

Marketing manger

Haris rehman

Brand manger of
Brand manger of baby Brand manager of ABM
beauty care Brand manager of ABM CHC
care OTC(over the counter)

Muneeza anwar Faiza abid

nadeem durani M.Z.kamran

Haris rehman

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8. Action program

The main aim of marketing activities of clean & clear is not just to satisfy the
customer but also delight her. For this we believe in developing customer
relationship management (CRM). Customer relationship management is the
overall process of building and maintaining profitable customer relationships
by delivering superior customer value and satisfaction. Clean and clear deals
with all aspect of acquiring, keeping and growing customer.

In order to delight their customer and build strong customer equity clean
and clear marketing team take following steps:

 We will further maintain customer data management. This database provide

us detailed information about our individual customers helping them in
managing customer touch points in order to maximize customer loyalty.

 With the help of the database, clean and clear maintains relationships with
their particular customers by remembering them on special occasions like
their birthdays, Eid, Christmas etc. This makes the customer feels special.

 We will also cater to customers complains and suggestions. Though we don’t

have a Toll-free number as yet, they try to keep in touch with customers and
listen to their complaints and feedback.

 We will conduct BTL activities to promote their new products that help
customer aware of the new innovation in the product.

 We will conduct skin care programs in school and colleges to give proper
guidance on skin care and how to use different products of clean and clear.
This is to show the customer that the company care and your skin issue is not
yours alone but Clean and clear would help you throughout your teenage to
get a clearer and beautiful skin.

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9. Budget

In establishing the budget, Percentage of Sales method is used. By seeing

the sales of the previous year, next year budget is decided as to how much
to spend on the promotional activities.

But the company doesn’t limit itself, the approach can be flexible. Company
also undertakes the response rate from BTL activities that which brand is
preferred. So accordingly, more money is spent on that brand in the future
year.
10. Control:

The purpose of marketing plan of clean&clear face wash is to serve as

guideline for the organization. We will measure our performance by
controlling following areas:-

  Annual revenue
  Annual sales expense
  Customer satisfaction

We are planning tight control measure to closely monitor quality and

customer Satisfaction.

This will enable us to react very quickly in correcting any problem

(If any deviation find) that may occur.
11. Conclusion:

As people are still use to of using soap for washing their faces, people are
not accustomed with such kind of product etc. but we hope we can easily
overcome these lacking in our nearest future by providing better quality and
creating strong brand loyalty among the customer .

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Executive Summery
We are analyzing the marketing plan of clean & clear face was which is a
product of Johnson and Johnson Company. Our analysis of clean & clear
face wash will include the current market situation and strategic analysis of
the company. We will see the various strategies that can be used by them
for improving their product. Clean & clear face wash has been serving in
more than 47 countries with its excellence in quality and value with their
main focus on skincare of young women. Johnson and Johnson offer
products targeting baby care skincare and wound care. We have taken
CLEAN & CLEAR face wash for our project report. Their aim is to provide
customer with skin that makes them feel beautiful free from acne and that
makes them feel fresh on suitable prices and make the product as
convenient as possible. According to Johnsons&Johnsons they claim that
they are world’s premier consumer health company. World’s largest and
most diverse medical devices and Diagnostics Company, the world’s fourth-
largest biologics company. And the world’s eighth-largest pharmaceuticals
company for clean & clear they adopted the societal and marketing
concept. Further we will explain the SWOT, competitive analysis and all
other strategies used by them.

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