Marketing Plan - Dentonic Relaunch & Repositioning

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Dentonic Re-launch & Re-positioning
Strategic Marketing Plan

Contents Introduction of Company 4 Vision 4 Mission Statement 4 Values 4 Situational Analysis 5 Market Summary 5 Target Market 5 Market Demographics/Market Segmentation 5 Geographic 5 Demographic 5 Behavioral 5 Market Needs 6 Market Trends 6 Market Growth 6 SWOT Analysis 7 Strengths 7 Weaknesses 7 Opportunities 7 Threats 7 Competition 7 Product Offerings 8 Key to Success 8 Critical Issues: 9 Marketing Strategy 9 Mission 9 Marketing Objectives 10 Target Market 10 Positioning 10 Strategy 11 Marketing Mix 11 Product: 11 Price: 12 Place: 12 Promotion: 12 Marketing Research 13 Financial Analysis 13 Loan Amortization Schedule: 13 Comparative Analysis: 14 Pro-forma Cash flow Statement 15 Estimation of Net Sales and Total cost 16 Breakeven Analysis 16

Introduction of Company
Ala Chemicals Company was established on 26th September 1963 whose pioneer was Syed Amiruddin Alvi. Dentonic is one of the brands of Ala chemicals, launched in Pakistan. Dentonic was first launched as toothpowder which was first branded toothpowder in the country. Dentonic was one of the pioneers in the toothpowder industry and there were less competition. Dentonic was very popular till 90s, we could judge it from TV commercials and radio ads. But it slowly started losing its popularity because of change in cultural trends and values. People started using those products which were convenient and provided comfort and saved their time. Nowadays, people are more conscious about their health and fitness. The trend is towards showoff. Due to this trend and change in values, needs and wants of customers had mark great impact on company’s reputation which directly impact negatively on Dentonic products and in result company sales declined. In order to secure company image and maintain their popularity and to retain their customers by fulfilling their

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