Brite Maximum Power
Market Report By:
Syed Taha Shah (10166)
Madiha Khan (10276)
Marium Arif (12074)
Muneeb Hussain (9910)
Muhammad Basit (9714)
Anis (9802)
LAKSON GROUP
Founded by Mr. Hasan Ali Karabhai
Many SBUs with vast product lines
covering:
Detergent and Soap Publication &
Fast Food Broadcasting
Insurance Software Development
Internet Services & Data
Surgical Instruments
Networking
Tea
Paper & Board Manufacturing
Toothpaste
Printing and Packaging
Textiles
Powdered Beverages
Mission Statement
Build a successful business model that
encompasses the needs of our
customers, our shareholders, and
employees.
Provide a dynamic, responsive
organization that ensures a rapid
response to opportunity and
competition.
Invest in a balanced portfolio of short,
medium, and long-term business
opportunities of measured risk.
Corporate Values
People
Customer Success
Excellence
Innovation
Teamwork
Openness
Social Responsibility and
Sustained Profitability
Colgate Palmolive
A multinational company operating under
Lakson Group in Pakistan.
Founded in 1806 in NYC by William Colgate.
Incorporated in Pakistan on 5th December 1977
as National Detergents Limited and later
changed to Colgate Palmolive (Pakistan)
Limited.
Brite Maximum Power is a product of Colgate
Palmolive (Pakistan) Limited.
Brite Maximum Power
Introduced in 1981
An improved version was
launched in 2004
One of the leading detergent
brands in Pakistan
Marketing Mix - Product
Launched in Pakistan to compete against an
already established market leader.
Had the huge task of market penetration in front
of a giant market leader Surf - a product of
then Lever Brothers (Pakistan) Limited.
Captured a significant market share in just three
(03) years of its launch.
Since beginning is considered a high quality
product that changed the market.
Marketing Mix - Price
Introduced at 30% less price than
the market leader.
Price decision was result of a
survey.
Marketing Mix - Place
The supply chain consist of
Company Distributor Retailer
Also sold directly to big retail chain
stores like Makro, Metro, Naheeds etc.
Sold in posh upper level localities.
Target market is upper and upper
middle class.
Marketing Mix - Promotion
Washing machine manufacturer
recommendations.
Personal Selling strategy utilized.
Special deals for departmental stores.
Recommended by QC managers of
textile mills like Al-Karam, Bonanza
etc.
Target Market
Upper and upper middle class.
Price lower than competitors.
Middle and lower economic strata
can also afford it.
Housewives of economic class A
& B.
Target Market
Brite Maximum SKUs Under Use
Consumer
Class 30 60
110 GMS 400 GMS 1KG 2 KG
GMS GMS
Upper Class
Middle
Class
Lower Class
Demographics
Age People of all ages like to wear clean clothes
Gender Both (male & female)
No limit of members, clothes are to be
Family size
washed
Family life cycle Any one (young or old, married or single)
Income A & B Class
Occupation Students , Working people and Housewives
Psychographics
Lifestyle Achievers, Strugglers and Ambitious people
Personality Hygiene conscious, Strong & Authoritative
Promotional Target Market
Matured With a promise of cleanliness and brightness
Young By launching it in a colorful and attractive pack
Maslows Hierarchy
Buying Decision Behavior
BCG Matrix
Competitive Strategies
Two strong competitors at
present
Surf Excel Unilever
Ariel Proctor & Gamble
Market Challenger
Maintains this status while
attacking leading brands
constantly
Branding & Packaging
Brand Name Brite
Slogan
Brand Positioning All types of
fabric
Brand Image Clean & Brighter
Clothes
Packaging Sachets to Poly Bags.
Product Mix
Colgate Palmolive
Product Categories
Brite is available in two
categories:
Brite Maximum Power
Brite Maximum Power (Machine
Wash)
Product Life Cycle
BRITE at
Growth stage
SWOT Analysis - Strengths
Workforce or the employees of the
company.
Best distribution system.
Modern technology and global
support from Colgate Palmolive, USA.
Innovation.
SWOT Analysis - Weaknesses
Weak IT infrastructure
IT system does not support e-
commerce
SAP implementation will
overcome this weakness
SWOT Analysis - Opportunities
Low growth industry
Has the opportunity to increase
their market share by promoting
it more using different strategies
SWOT Analysis - Threats
Very strong competitors -
Unilever and P&G
Conclusion
Company should increase
promotional activities to increase
market share.
Better brand management
required.
Need to show the effectiveness
of Brite on clothes in
