TOOTHPASTE MARKETING PLAN
Ala Chemicals is one of the largest and high quality Oral Care producing company in Pakistan.
Ala Chemicals was founded in 1963 by its founder and Proprietor Syed Amiruddin Alavi. The company started its operations modestly with only 1 product, Dentonic Toothpowder and this spell of 1 product lasted till May 2002 and since, the company is actively offering newer, quality products in Oral Care.
To manufacture and sell high quality Oral Care products to the people of all age group within an affordable price is the main objective of the company. "No compromise with quality" is the key policy of the management. “We do believe that, we are reasonable and accountable to all concern with whom we deal; namely: our employees, our business associates, our consumers and our shareholders.”
We have decided to start producing toothpaste “MIGHTY TOOTHPASTE” that whiten and brighten the teeth for maintaining germ free teeth for common segment of people.
From our small area census, we found out that people nowadays are more conscious about their teeth care. Mainly the teenage group is more devoted it. It has been proved in the past record that when a specific segment of consumer are valued more by a company, they feel more loyal to the company. We are going to target the entire population of Pakistan (all classes), although we do have a picture of only Middle-Class and Upper-Middle-Class consuming the product. It’s based on the fact that the lower class usually stick to Maswaak and other herbal oral care which is available on cheaper rates and the upper class usually stick to imported oral care products.
CURRENT MARKET SITUATION
Toothpaste is one of the most dynamic segments of the oral care market. The frequency of product launches in existing segments of the market and genesis of new product segments contributes to continuous evolution of the toothpaste...