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Term Project

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Submitted By fatimatapal
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Pages 5
INTRODUCING THE
ZEST BRAND IN PAKISTAN

Zest is a global soap brand made by P&G, and created in 1958 with the debut of Aqua Pure bar. The overall brand portfolio includes bar soaps, liquid soap, body wash, liquid hair wash & shower gels in more than five variants with winning innovation being their exotic scent. Your task is to launch Zest bar soaps in Pakistan.

Your plan needs to be holistic, and should cover all areas of marketing strategy. For each of these you have been provided a set of assumptions and a list of expectations.

Good Luck!

Key Assumptions

|Assumptions |Year 1 |Year 2 |Year 3 |Year 4 |Year 5 |
|$/PKR Exchange Rate |80 |85 |90 |95 |100 |
|Inflation (YOY) |5% |10% |5% |5% |5% |
|Sales Tax** |17% |17% |17% |17% |17% |
|Distributor Margin*** |12% |12% |12% |12% |12% |
|Corporate Tax Rate |35% |35% |35% |35% |35% |

*Inflation has already been applied to all year 1 Costs
**Sales Tax: is applied on your consumer price
***Distributor Margin: is the incentive/payment made for your distributor. This amount applies on your total revenue

Key Expectations

You are required to act as the brand manager keeping into consideration both short term & long term impact of your decisions. Evaluation will be made on the basis of how you deliver value by incorporating a sustainable strategy.

Marketing Plan

The task at hand is to come up with a marketing plan for Zest in

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