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selling the pure tropical essence product
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MARKETING PLAN FOR PURE TROPICAL ESSENCE SDN BHD (631616-V) PROPOSED BY Kamaryati Kamaruddin Azhar Mohamad Nor Azlan Dahraji Ice Chong Fei Ping Rohani Jangga TABLE OF CONTENTS EXECUTIVE SUMMARY COMPANY’S VISION & MISSION SECTION 1 - INTRODUCTION a. Name of the Company b. Date of incorporation c. Company registration no. d. Registered address e. Operation address f. Contact person (telephone, fax and email) g. Homepage of company h. Details of Technical Team with Brief write-up on qualification /Experience i. Brief History/Background of Company j. Brief Description of Current Activities k. Organization Structure l. Company Brochure SECTION 2 - a. Project objectives a. Project description b. Priority of proposed project with respect to other company activities c. Project strengths d. Project risks e. Number of Licenses Involved In the Acquisition of the Technology f. Technology Stage - Development/Prototype g. Key Items or Rights Given to Your Company in Licensing Agreement 1. Technology Ownership 2. Improvements of the Technology 3. Transfer of Technical Knowledge and Know-How 4. Training 5. Marketing Right 6. Others SECTION 3 - Market and Business Aspects a. Market analysis b. Marketing Strategy c. Market Success Factor d. Intended market e. Global and Local Players f. List of current and potential clients g. Confirmed orders h. Buyback agreement EXECUTIVE SUMMARY Pure Tropical Essence Sdn Bhd (PTE) was formed with the objective of setting-up an extraction plant for essential oils in Malaysia exploiting the booming industry of the aromatherapy, SPA, slimming centres etc. Herbs and essential oil have created a stir of interest in the market but lack of knowledge and understanding of the product made it only sellable to those who used the products and aware of its existence in Malaysia. Presently, there is no reputable locally extract essential oil in Malaysia except in Perlis and universities and research centres. PTE is aware of the potential of local grown plants essential oil market. With the extraction plant, it is hope that it will elevate farmer’s income level. The ignorance of Bumiputra firms to venture into this field prompted PTE to be the first company to do so. Thus in realizing the company’s dream, PTE, a RM100,000 paid up capital company, has started bottling and marketing of essential oils. Processing and distilling of the oils are being contracted out. To be more competitive in the market, PTE has to have distillation plant, however this amount is far from sufficient to proceed with the manufacturing plan. Based on the assumption of RM2 million grants, we at PTE believed we could be a major role player in the essential oil industry in Malaysia and become a prominent name in the international scene. Company’s Vision To be an international leadership in production, value adding and marketing of essential oil, herbal and medicinal plant extracts. Company’s mission statement 1. To produce standard quality essential oil, herbal and medicinal products suitable for both local and international market. 2. To promote awareness and understanding of markets on essential oil, herbal and medicinal products to end-user as multi purpose home usage. 3. Improving continues effort on R&D in order to foster efficient industry development on essential oils, herbal and medicinal extracts. 4. Encouraging the development of new crops and products to take advantage of market opportunities. 5. Improving yield and quality through technological advances. PTE will focus on products that have good market potential. Strategic alliance with R&D institutions will enable the organization control its manufacturing efficiency in production by improving extraction process, value adding, implementing quality assurance and control programs to guarantee consistency of quality. We at PTE believe in giving the best products and services to our customers. SECTION A COMPANY PROFILE COMPANY PROFILE a. Name Of Company Pure Tropical Essence Sdn Bhd. b. Company Registration Number e. Operation Address g. e-mail melaka_essence@hotmail.com h. Equity Structure: Authorized Capital : RM100, 000.00 Paid-Up Capital : RM100, 000.00 l. No of Employees Category No of Personnel 1. Management 2 (*) 2. General Manager 1 (*) 3. Operation Manager 1 4. Support Staff Technical Personnel:· Chemist· Botanist· Marketing 112 Total 8 (*) Present manpower u. Brief History/Background of Company PTE started operation in 2003 and is poised to position itself as a major role player in the essential oil industry in Malaysia. Lead by a group of young professionals from diverse background; PTE aimed to establish itself in the international market while realigning the concept of local farming industry into a commercial and viable business ventures. v. Brief Description of Current Activities PTE principal activity is producing and marketing of essential oil products. In order to obtain the most feasible result, PTE plans to acquire high tech distillation machine to facilitate the extraction process. w. Company Brochure Under development x. Organization Structure PTE organization’s structure SECTION B PROPOSED PROJECT B1. Objectives The objective of this paper is to propose a very comprehensive marketing plan for execution. PTE wishes to take the lead role of supporting the growth of a profitable and sustainable essential oils and plant extracts industry in Malaysia. B2. Project Descriptions PTE was incorporated for the purpose of venturing into the high-end essential oil, herbal and medicinal extracts market using herbal extraction and steam distillation technology. Product Introduction Industry profile Essential oils and plant extracts are inputs to a range of products including food flavors, pharmaceutical goods and industrial solvents. Malaysia’s suitable soil and climate and unique flora provide opportunities for new crop development and agricultural diversification. Increasing consumer interest, and a wide and growing range of applications in commercial industries has led to strong, albeit fluctuating, growth in world demand for these commodities. Essential oils are the volatile oils, odorous, which occur in certain plants or specified parts of plants, recovered by accepted procedures such that the nature and composition of the product is, as nearly as practicable, unchanged by such procedures. Essential oils have been extracted from over 3000 plants, of which 200 to 300 are commonly traded on world markets (Iqbal 1995). Essential oils are widely known for their scents and flavors, making food flavoring and fragrance industries among the biggest users. Common uses for selected essential oils are shown in table 1. Table 1 - Common uses for selected essential oils Essential oil Common uses Citrus Industrial solvents, fragrance for cleaning products, flavoring Spearmint Toothpaste, mouthwash, confectionery flavoring Peppermint Toothpaste, mouthwash, chewing gum, food flavoring, cosmetics, tobacco flavoring Lavender/lavandin Fragrances, toiletries Eucalyptus Cough/cold remedies, solvents, cleaning agents, flavoring Tea tree Toiletries, insect repellents, germicides, cosmetics Boronia Food flavoring, fragrance Blackcurrant bud Food and beverage flavoring SOME DEFINITIONS OF OIL Essential Oil A non -oily and highly fragrant essence, which is extracted from a plant by distillation and fast evaporates. Infused Oil It is from a vegetable oil, which has been infused with the fragrance of an aromatic plant (by mixing the two together and heating it). The resulting Oil is delicately fragrant, very greasy and does not evaporate. Aromatic Oil A term, which can indicate either or both of the above Aromatic Chemical Essential Oils consist of aromatic chemicals. Most essential oils have between 50 and 500 different chemical constituents. Base (Carrier) Oil (s) Base, or Carrier Oils are vegetable, nut or seed Oils, which has to be used to dilute the Essential Oil (s). These oils themselves have therapeutic properties and presents a good source of Nutrients and Energy. Incense Combinations of resins, fragrant woods and gums in solid or powdered forms, which are burned to create an aromatic smoke. Massage Oil Massage Oil is a mix of Essential and Carrier Oil, which should be used for external purpose. Sometimes, only Carrier Oil might be used for a massage, because of skin nourishing and therapeutic qualities. Infused Oils also should be used for a Massage. Milk Bath A fragrant foam, liquid or powered, containing a derivative (including Essential Oil (s)) which provides emollients and moisturizers for the Skin when added to the Bath. Perfume Perfumes consist of a man-made mixture of aromatic chemicals and essential Oils. Up until the nineteenth century all perfumes were composed of natural aromatic Oils. Modern perfumes are almost synthetic and may contain up to 300 different elements in its blend At the present time Natural pure perfumes you can find very rare (see Dr. Emerald Pure Natural Beauty Products) and they contains no synthetic ingredients. Perfumes usually have an alcoholic base and up to 30% Concentration of Fragrances. Toilet water A light version of scent with a 4 to 8 % concentration of Fragrances and synthetic Essential Oils in an alcohol and distilled water base. Cologne Cologne contains a lower percentage of fragrance than a perfume or toilet water (2 to 5%) in an alcohol and distilled water base and often used as an after-bath splash. Perfume Oil The fragrant ingredients of Perfume prepared on the non-greasy oil base.
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