A BUSINESS MARKETING PLAN FOR A COSMETIC COMPANY Review of Movit products limited BY TWINOMUHANGI ROSE ABSRTACT The major goal of this marketing plan is for helping Movit’s founder to discover whether or not the marketing plan is possible or not

A BUSINESS MARKETING PLAN FOR A COSMETIC COMPANY
Review of Movit products limited
BY
TWINOMUHANGI ROSE
ABSRTACT
The major goal of this marketing plan is for helping Movit’s founder to discover whether or not the marketing plan is possible or not. The plan layout consists of these elements: company summary, description of the company, and marketing strategy. This marketing plan is acritical venture for Movit Products limited. Market planning includes the role of advertising in the business, a thorough understanding of clients and rivals and the improvement of competitive advantage. The paper’s important points are the process with the aid of which Movit wants to comply with in order to improve its marketing and one that can be applied to generate profits for the company. The advertising exercise of a profitable company represents a non-stop effort to adapt itself to the dynamic elements of advertising and marketing environment, to re-evaluate and capitalize on the opportunities, primarily based on a direct relation with its internal resources. One fundamental importance of the plan is the company’s understanding of their objectives of the activity or size, the knowledge of administration skills for a number of marketing mix components in a consistent plan.

Purpose – The reason of this paper is to take a look at the promotion and marketing of skin care and hair care products, by way of Movit. Thus, the product, its target market and competition are examined, a SWOT analysis is performed and the marketing mix is analyzed.

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Research Methodology – Since the goal of this paper is to find out and to examine the advertising and promotion practices of the company, the case finds out about method was once favored due to the fact its indispensable attribute is the focal point on a particular event. It will have to examine the promotion and advertising and marketing strategy of Movit products in Uganda. Thus, it can supply a vital insight in the Movit quarter and come to be a beneficial tool for managers in this sector.

Keywords: Pricing, marketing and advertising, distribution channels, target markets, SWOT analysis and PESTEL analysis
TABLE OF CONTENTS
TOC o “1-3” h z u ABSTRACT PAGEREF _Toc505337022 h iiEXECUTIVE SUMMARY…………………………………………………………………………………………………………………………… iii
1. INTRODUCTION……………………………………………………………………………………………………………………………………1
1.1 Research Methodology………………………….………………………………………………………………………………………… 1
1.2 Company description ………………………………………………………………………………………………………………………. 2
1.2.1 Product description …………………………………………………………………………………………………………………… 2
1.3 Company history ……………………………………………………………………………………………………………………………… 2
1.4 Movit Products Limited’s mission, objectives and goals …………………………………………………………………. 3
1.4.1 Company objectives……….…………………………………………………………………………………………………….…. 3
1.4.2 Financial goals…………………………………………………………………………………………………………………………. 4
1.4.3 Non-financial goals ………………………………………………………………………………………………………………… 4
1.5 Core competencies …………………………………………………………………………………………………………………………. 4
2. MARKETING STARTEGY ……………………………………………………………………………………………………………………… 5
2.1 Situational analysis ………………………………………………………………………………………………………………………… 5
2.1.1 Strength …………………………………………………………………………………………………………………………………… 5
2.1.2 Weaknesses ……………………………………………………………………………………………………………………………. 6
2.1.3 Opportunities ………………………………………………………………………………………………………………………… 6
2.1.4 Threats …………………………………………………………………………………………………………………………………… 7
2.2 PESTEL Analysis ……………………………………………………………………………………………………………………………… 8
2.2.1 Political ……………………………………………………………………………………………………………………………………… 8
2.2.2 Economical ………………………………………………………………………………………………………………………….…… 9
2.2.3 Social ………………………………………………………………………………………………………………………………………… 9
2.2.4 Technological ……………………………………………………………………………………………………………………………. 9
2.3 Competitors in the cosmetic market ………………………………………………………………………………………………. 9
2.4 Competitor analysis ………………………………………………………………………………………………………………………… 9
2.4.1 NIVEA ……………………………………………………………………………………………………………………………………… 10
2.4.1.1 SWOT analysis ……………………………………………………………………………………………………………. 10
2.4.1.1.1 Strength…………………………………………………………………………………………………………………. 10
2.4.1.1.2 Weaknesses …………………………………………………………………………………………………………… 11
2.4.1.1.3 Opportunities ………………………………………………………………………………………………………… 11
2.4.1.1.4 Threats …………………………………………………………………………………………………………………… 12
2.4.1.2 Target Market ………………………………………………………………………………………………………………… 12
2.4.1.3 Marketing strategy …………………………………………………………………………………………………………. 13
2.4.1.3.1 Product………………………………………………………………………………………………………………………. 13
2.4.1.3.2 Pricing strategy ………………………………………………………………………………………………………… 13
2.4.1.3.3 Distribution strategy ………………………………………………………………………………………………… 14
2.4.1.3.4 Promotional strategy ………………………………………………………………………………………………. 14
2.4.2 SAMONA ………………………………………………………………………………………………………………………………. 15
2.4.2.1 Goals ……………………………………………………………………………………………………………………………… 16
2.4.2.2 SWOT analysis ………………………………………………………………………………………………………………. 16
2.4.2.2.1 Strength …………………………………………………………………………………………………………………. 16
2.4.2.2.2 Weaknesses …………………………………………………………………………………………………………… 16
2.4.2.2.3 Opportunities ………………………………………………………………………………………………………… 17
2.4.2.2.4 Threats …………………………………………………………………………………………………………………… 18
2.5 Customer analysis ………………………………………………………………………………………………………………………. 18
2.6 Target market ……………………………………………………………………………………………………………………………… 19
3. THE MARKETING MIX ………………………………………………………………………………………………………………………. 20
3.1 Product strategy ………………………………………………………………………………………………………………………… 20
3.2 Distribution strategy …………………………………………………………………………………………………………………. 21
3.3 Promotional strategy ………………………………………………………………………………………………………………… 21
3.3.1 Advertising ………………………………………………………………………………………………………………………… 22
3.3.2 Sales promotion ………………………………………………………………………………………………………………… 23
3.4 Pricing strategy …………………………………………………………………………………………………………………………. 24
4. MANEGEMENT AND ORGANIZATION STRUCTURE ………………………………………………………………………… 24
4.1 Organization structure ………………………………………………………………………………………………………………. 26
5. IMPLEMENTATION …………………………………………………………………………………………………………………………. 27
6. EVALUATION AND CONTROL …………………………………………………………………………………………………………… 28
CONCLUSION …………………………………………………………………………………………………………………………………… 30
REFERENCES ……………………………………………………………………………………………………………………………………… 31
APPENDIX …………………………………………………………………………………………………………………………………………… 33

EXECUTIVE SUMMARYThis marketing business plan for Movit Products Limited has been created by Ms. Twinomuhangi Rose in a pretext of creating strategies to secure additional funding for growth and to inform employees of the company’s current status and direction. Although Movit Products Limited was launched more than 17 years ago, the firm has experienced greater-than-anticipated demand for its products, and research as shown that the target market of beautification saloons tend to opt for other beautification products on the current market scene other than those produced by Movit Company, Many other cosmetic companies are also interested in extending their product line as well as adding new product lines. Thus, Movit Products Limited plans to explore opportunities for online sales or online marketing more compared to interpersonal or sales executive marketing. The marketing environment has been very receptive to the firm’s high-quality cosmetic goods with different brand names like baby junior Jelly for kids and slogans that reflect the interests of different age groups enthusiast to its products around the country. Over time, Movit can increase its distribution, offer new products, and win new customers. This plan can learn for an anticipated period of at least 5 years.

INTRODUCTION
Research methodology
Since the purpose of this marketing plan is to examine the marketing strategy of the company. Since we are focusing on how the company does its marketing. The case method approach is applied where I shall carry out an interview with a number of people in the sector or focus on a particular group of people though interviews provide very different information which may be biased at some point. The sampling a quantitative approach will be applied for the purposeful sampling because it allows the collection of information within rich (Cresswell, 2007). There different types of interviews that I carried during the sampling with the focus group. In additional, the use of interviews as a data collection may begin with the assumption that the participants’ perspectives are clearly made, understood by the interviewer and important to this paper and may be able to help the management improve the sectors. The types of interviews carried out during the research where unstructured, structured and in-depth interviews.
During unstructured interview had a direct conversation or interaction with the respondent or focus group which is different from structured interviews. Here the interviewer will have guiding questions or a concept to ask the respondents and the interviewer is freely to move the conversation in any direction of interest so that you may be able to explore the concerned areas.
In-depth interviews are also having a dialogue with the respondents. It also encourages capturing the respondent’s perceptions about the question asked to them in their own words. The interview can be conducted with an individual or group of people. The goal is to ironically to get detailed material that can be used in the analysis of the information prvided. (Lofland, 1995). Dynamically interviews are more like a guided conversion between two people or a group of people. The interviewer becomes and an attentive listener who shapes the process into a social comfortable engagement between themselves and the quality of information obtained largely depends on the interviewer’s skills and personality during the interview. (Patton, 1990). In particular, five in-depth interviews were conducted with the managers and top executives of the departments: Marketing, Sales and Exports. Thus, also the employees from different departments were also interviewed. Since the company has 2000 employees therefore the information may be biased when it is proposed to the whole population. In-depth interviewing is considered to be the most valuable data collection method (Lincoln and Guba, 1985). The in-depth interviews were based on a questionnaire presented in Appendix. In addition, since several authors have recommended that it is useful to gather data from various sources when conducting qualitative research (Lincoln and Guba, 1985; Mason, 1996). Hence, secondary data concerning general information about the company were gathered through the company’s leaflets, company reports and the company’s Web pages.
1.2 Company descriptionMovit Products Limited is the Company that for 17 years has proudly stood for beauty, innovation, confidence, optimism and, above all, for women. Its product ranges are exclusively gender sensitive especially to the beauty of the woman and children for both skin and hair cleansing.

Movit is passionate about making a difference in hair and skin. Find a full line of lotion, jelly, shampoo, relaxers, conditioners, neutralizers ; treatment.
All Movit reflect at its slogan of “All day’s confidence” which has over the years given its products a margin over other products in this competitive market situation in and beyond Uganda/East African Region.

1.2.1 Products
Movit manufactures skin and body care and hair care products. The company targets women in the age group of 16 to 45 and babies. The company now in the development of men’s products such as men’s lotions.
The product line of Movit is has follows:
Skin and body care products.

Body milk soap, lotion and cream which are used for nourishing and moisturizing the skin.

Glycerin and lanoline lotions and creams that help to moisturize and soften the skin. These are used for all skin types.

Lemon lotions and creams help to prevent skin pigmentations.

Herbal jelly and soap are made from natural herbals which are used to treat skin rashes, itching and minor skin infections.

Miss beauty and glycerin’s are used for conditioning the skin.

Pimple X soap, lotion and cream which are made from natural anti-bacterial ingredients that clear the dark spots and pimples fast.

Baby ranges such as baby junior powder, jellies and lotions and baby oil.
Hair care products
Hair relaxers such as radiant hair relaxer and movit hair relaxer that help to rearrange all hair types.

Hair sprays such as Olive hair spray, braids spray and movit sprays.

Hair foods such as avocado that prevents hair from breaking.

Hair pomades such as Sulphur hair pomade used for conditioning the hair and preventing anti-dandruff.

Hair conditioning treatments and shampoos that are used for strengthening and prevent split ends of the hair from breaking.

1.3 Company history
Movit Products Ltd is a Ugandan personal care company based in Kampala, manufacturing personal care products. Movits’ activities since the beginning have been revolved around manufacturing and distribution of quality Body and hair care products. Its brands include Movit, Radiant hair care products, skin guard with anti-bacterial skin care products, Pine and NAN. The company was founded in 1997, by Simpson Birungi as a makeshift workshop in Namasuba, Wakiso District. In 1999 the first Movit product, Herbal Baby Jelly, was put on the market. Over the years, Movit, the company’s flagship name, has grown into one of Uganda’s top cosmetics brands with distribution links in both East Africa and the COMESA regions. Birungi Simpson is a captain of industry in the cosmetics and boasts over 20 years in the industry – first as an importer and now as a manufacturer. He is passionate about managing a diversity of Human Resources of the Company to accomplish the set goals – with the near term goal of “Operation Africa”.

Movit was formed after a careful assessment of the community’s development needs for quality hair and skin care products. Movit is now present in ten African countries -Uganda, Kenya, Tanzania, Rwanda, Burundi, South Sudan, Namibia, Malawi, Zambia and Democratic Republic of Congo.
Movit is situated along Entebbe road. The plant seats 25 acres Approximately 101,175 square meters of land of which 12 acres Approximately 48,564 square meters are reserved for future expansion.

Movit as an employer of choice has created opportunities for close to 800 permanent staff and 1200 casual workers. The Company is also ranked amongst Uganda’s top tax payers with a production line of over 200 products and growing and the company revenue is about $15million. 95% of the company’s raw materials are imported from China, Kenya and other countries hence expensive for the company in terms of transportation, with a few sourced locally.

1.4 Movit Products Limited’s mission and goalsMovit Product’s mission is to be the leading producer and marketer of sensational body lotions and jellies for the comfort of the women and babies.

1.4.1 Company objectives
To manufacture and sell cosmetics to both local and international customers at a competitive price.

To maximize profits for growth
To expand and control Africa in the cosmetics industry
To create employment opportunities for the unemployed in the entire Africa.

During the next five years, Movit Products Limited seeks to achieve the following financial and nonfinancial goals:
1.4.2 Financial GoalsObtain financing to expand manufacturing capabilities, increase distribution, and introduce new product lines especially for men.

Increase revenues by at least 50 percent each year.

Donate at least 1 Billion shillings in community developmental campaigns and projects.

Nonfinancial goalsIntroduction of new products especially for men
Enter into new geographic markets, even beyond East African by exploring its online marketing potential.

Develop a more interactive Internet site, while maintaining strong relationships with retailers.1.5 Core competencies
Movit should seek to use its core competencies to achieve a sustainable competitive advantage, in which competitors cannot provide the same value to consumers that Movit products have amongst the population.

Already, Movit products Limited has developed core competencies in;
Offering a high-quality, branded product whose image is recognizable among consumers;
Creating a sense of a humorous community among consumers who purchase the products; and
Developing a reputation among retailers as a reliable manufacturer, delivering the requested number of products on schedule.
The firm thus intends to build on these competencies through marketing efforts that will help to increase the number of products offered as well as distribution outlets. By forming strong relationships with consumers, retailers, and suppliers of its cosmetic products, Movit believes it can create a sustainable competitive advantage over its rivals. It should be noted that No other cosmetic company can say to its customers with as much conviction of “all day confidence” this has seem its products gain market among women.2. MARKETING STRATEGY
2.1 Situation analysisThe marketing environment for Movit represents overwhelming opportunities. But to note, it also contains some challenges that the firm believes it can meet successfully. A SWOT analysis of the company conducted by marketers to highlight Movits’ strengths, weaknesses, opportunities, and threats is previewed as below.

Note;
The SWOT analysis presents a thumbnail sketch of the company’s position in the marketplace. In a period of 17 years, Movit has built some impressive strength while looking forward to new opportunities. It should be noted that its dedicated founder, the growing number of brand-loyal customers, and sound financial management, place the company in a good position to grow. However, as Movit considers expansion of its product line and entrance into new markets, the firm will have to guard against failure to recognize the scope of its business and quality slippages. As the company finalizes plans for new products and expanded Internet sales, its management will also have to guard against competitors who attempt to duplicate the same products. However, building strong relationships with consumers, retailers, and suppliers should help reduce and keep competitors at bay.

2.1.1 StrengthsThe founders of Movit are dedicated and still understand the target market and the product production process over the years.

Movit has achieved distribution in different markets with a quick acceptance from customers.

Movit has very little debt count that it has vigor to develop and introduce new products in the distribution markets.

Movit over the years has single handedly worked under one manufacturer ensuring good quality of its products.

Movit has a strong supply chain which helps it to obtain the right resources from the suppliers and deliver the right products to the customers in a timely manner.

Customers are loyal to the company’s products; the company needs to target only new customers to grow their business.

Movit has a strong brand name which gives them the ability to charge higher prices for their products because consumers place additional value in the brand name.

The company has advanced technology which allows it to meet their customer needs in a way that other competitors cannot imitate.

2.1.2 WeaknessesThe company relies on a single manufacturer and this can lead to a product quality break down in case of managerial break ups over time.

The company has limited online marketing potential which need to be explored more.

Over time the company founders may lose sight of their product potential and capacity.

2.1.3 OpportunitiesIts Royal customers are most likely to purchase the new products as well
Many gaps still exist in the current market place that needs to be filled with new products.

Movit has more chance of expanding further its distribution capacity.

Differentiated products. Movit has the right people in its R;D department to drive innovation and Patents and to bring in products which shake the market to its core. These innovations and patents can take to the forefront of the skin care market and can make more cash cows for the brand thereby generating a lot of revenue for the company
Once well developed, the company can reach its customers through online marketing portal by providing direct information on their website.

Introduction of new products can help expand the business and diversify their customer base.

International markets offer the company new opportunities to expand the business and increase sales.

2.1.4 ThreatsConsumers may get tired of the concepts in which the firm markets its products thus a need for a change to avoid product delivery disparities.

Large competitors on both international and local scenes like Samona products, Nevia products, Vaseline, L’Oreal among others.

The company’s retailers’ relationships may reduce if the company believes that they face competition over the internet marketing and adapt to change which may be suicidal in the business situation.

Change in customer tastes and preferences, customers can change their tastes and preferences very quickly. The company has to know which goods and services customers want.

2.2 PESTEL analysis
PESTEL analysis is a concept in marketing that is used by companies to track and understand the environment there are operating in such as when they are about to launch a new product into the market. PESTEL is for external and internal environment factors such as political, economic, social technological and legal environment of the country they are operating in. hence PESTEL will help Movit understand the external and internal environment its operating in and has the company to expand in the futre this will help them to build their future vision. Also will help the company to align positively to its actions and control the company today activities, this is when it is used effectively and efficiently. PESTEL will help Movit to adapt quickly to the changing environmental activities of the country.
POLITICAL ECONOMICAL
Government rules and regulations such as the Uganda National bureau of Standards which has put obligations on the packaging styles of the product in the country.

Political instability of the country
Increase in taxes such as change in corporate taxes which changed from 30% to 33.70%
GDP growth rate which is $26.36 billion USD.

Employment opportunities for the people
More export and import businesses or companies that offer cheap prices or tax fares for exporting and importing of the materials and products.

Financial growth rate and interest rates
Monetary factors that affect the cosmetic companies
SOCIAL TECHNOLOGICAL
Recycling of used plastic products such as the plastic bottles. The company has developed its own branch of the plastic project to recycle the used bottles.

Advertising and publicity of healthier models to increase the recognition of the company.

Lifestyles of the consumers
Population growth rate and age distribution affects the cosmetic industries.

Social behaviors of the people Development of new products such as products for men, body sprays.

Change in production technology such as production machines technology keeps changing so the company will have to change its machines.

Change in transportation technology during distribution of the products in different areas of the country.

Use of automatons to support the supply chain and logistics and communications of the company. Hence reduces movement within the company and the suppliers.

2.3 Competitors in the cosmetic marketOn the local market scene, competitors of Movit include Samona, Mukwano jelly, and Suredeal and on the international market scene include Vaseline, Nivea, L’Oreal and all dealing majorly in the cosmetics for women and baby body nourturisation.

While all of the companies listed earlier can be considered competitors, none offers the kind of body nourturizing cosmetics, provided by Movit and none carries the customized logos and slogans which Movit uses currently and in the near future.
2.4 Competitor analysis
Competitor analysis is the alternative way that a company could provide similar products to satisfy the market needs. The company must consider its potential competitors while deigning its marketing strategy.
David Jobber, Fiona Ellio-Chadwick, (2013), stated that understanding the competitors’ weaknesses can be a target for exploiting their marketing activities and this can have major impact onto the company’s success. Firstly, if the company focuses on the competitors’ actions, strengths and weaknesses, opportunities and threats of their competitors will be able to achieve its goals and objectives and better business performances in the market than those that payless attention to their competitors. Secondly, analyzing the competitors can help the company to monitor their moves and responses in the market and hence reduces on the loss of the market share. Finally, also the environment needs to be scanned for new potential entrants with the similar products entering the market and invading the market with similar substitute products. Therefore, this analysis can also help on the circumstance of new entrants, substitute products in the market, bargaining power of buyers and suppliers, rivalry among the existing competitors in the marketing and identifying their marketing strategies.

2.4.1 Nivea
Nivea is a German based company that specializes in body care and skin products. It is owned by Beiersdorf Global AG. The company was founded in the year 1882, by Paul Carl Beiersdorf. In the year 1890, Oscar Troplowitz bought Nivea and worked with Paul Gerson and Isaac Lifschutz, a German chemist to make skin cream. Later on, Lifschutz developed Eucerit which is a stable emulsion. The word Nivea comes from Latin word niveus which means snow-white. After 1980s, Nivea expanded its market and was available worldwide. Nivea has always tried to keep its products too close to its customers. They do understand customer’s needs ; wants and make them happy with innovative products in skin and beauty care segments. The company is still growing and is coming up with new products. Nivea have already established their name in beauty and skin-care products and is widely recognized.

2.4.1.1 SWOT analysis
2.4.1.1.1 Strength
Nivea globally is the brand that has its presence in around 20 product categories in more than 50 countries.

Nivea has huge brand recall and equity.

Very strong distribution network
The packs ‘Blue and White’ color as its brand element.

Excellent advertising and brand visibility makes it a top-of-the-mind brand
Strong Brand Portfolio: Over the years Nivea has invested in building a strong brand portfolio.
Highly skilled workforce through successful training and learning programs. Nivea is investing huge resources in training and development of its employees resulting in a workforce that is not only highly skilled but also motivated to achieve more.

2.4.1.1.2 Weakness
Nivea faced criticism over ad campaigns which were termed as racist by a few people
Intense competition in skincare segment
The new entrants in the segment and has lost small market share in the niche.

Financial planning is not done properly and efficiently. The current asset ratio and liquid asset ratios suggest that the company can use the cash more efficiently than what it is doing at present.

2.4.1.1.3 Opportunities
Well reputed and established global brand
Very high chance to grow in the emerging economies as well
Nivea has an opportunity to increase market share
Entry in men’s segment by focused products
New customers from online channel. Over the past few years the company has invested huge sum of money into the online platform
New environmental policies: It represents a great opportunity for Nivea to drive home its weakness.
New technology will help Nivea gain market share with the new products.

2.4.1.1.4 Threats
Popularity of other skin care brands
Fierce marketing from competitors while Nivea still lies on lazier front.

The demand of the highly profitable products is seasonal in nature and any unlikely event during the peak season may impact the profitability of the company in short to medium term.

Intense competition: Stable profitability has increased the number of companies in the industry over last few years which has put downward pressure on not only profitability but also on sales of the company.

2.4.1.2 Target market and market share of Nivea
The company has been very spontaneous to evaluate the emerging trends within the market and has been taking measures to get the competitive advantage for their brand. The competitive advantage strategy developed as the ‘Long Lasting Water Resistance’ for children was a great branding strategy applied by the company. This meant that the children were safer for a much longer time period. The company with the view and knowledge that women are the primary buyers of sun care product for both themselves and their families targeted advertising campaigns to attract them. It was reflected in the advertising campaigns which the company usually published or aired. It would be highly beneficial to gain the competitive advantage the company looks forward to.
Nivea has a 15% market share in the global skin care product market. The brand has generated a revenue of $2.5billion where Nivea has acted has the single largest factor for increase in the company revenues.

2.4.1.3 Marketing strategy
2.4.1.3.1 Product Strategies
The product strategies of the company have been to reformulating products which are more effective and provides the maximum satisfaction to the consumers. With products for every age, every gender, and every occasion Nivea Care has a much diversified portfolio of products. Beiersdorf’s market research identified that consumers wanted more specialized face care aimed at their own age group that offered a ‘beautifying’ benefit, rather than a solution to skin problems. Competitor products tend to be problem focused and offer medicated solutions. This gives NIVEA competitive advantage. NIVEA provides a unique bridge between the teenage market and the adult market. The company improves their products to make them more effective and more consumer-friendly. Beiersdorf tested the improved products on a sample group from its target audience before finalizing the range for re-launch. This testing resulted in a number of changes to existing products. Improvements included: (a) Changing the formula of some products. For example, it removed alcohol from one product and used natural sea salts and minerals in others, (b) Introducing two completely new products, (c) a new modern pack design with a flower pattern and softer colors to appeal to younger women, (d) Changing product descriptions and introducing larger pack sizes.
2.4.1.3.2 Price Strategies
Under this head the strategy of the company has been to reflect good value but at a premium price. It believes in providing quality product and has made its name to offer them at premium prices. Although the products are comparatively higher than the other competitors the company has fared well to explain to the consumers that good quality products come at a price.

2.4.1.3.3 Place strategies
Although the company has built a decent distribution network and the products have been made available to small as well as large departmental stores the marketers have always been on the lookout to spread its network by searching for newer outlets to sell their products. The main channels for the product are retail outlets where consumers expect to find skin care ranges. Around 65% of NIVEA sales are through large high street shops such as Boots and Superdrug. Superdrug is particularly important for the ‘young-end’ market. The other 35% of sales mainly comes from large grocery chains that stock beauty products, such as ASDA, Tesco and Sainsbury’s. Market research shows that around 20% of this younger target market buys products for themselves in the high street stores when shopping with friends. Research also shows that the majority of purchasers are actually made by mums, buying for teenagers. Mums are more likely to buy the product from supermarkets whilst doing their grocery shopping.

NIVEA distributes through a range of outlets that are cost effective but that also reach the highest number of consumers. Its distribution strategies also consider the environmental impact of transport. It uses a central distribution point in the UK. Products arrive from European production plants using contract vehicles for efficiency for onward delivery to retail stores. Beiersdorf does not sell direct to smaller retailers as the volume of products sold would not be cost effective to deliver but it uses wholesalers for these smaller accounts. It does not sell directly through its website as the costs of producing small orders would be too high. However, the retailers like Tesco, feature and sell the NIVEA products in their online stores.

2.4.1.3.4 Promotion strategies
Nivea has always been releasing ads based on its consumer targets. With products promoted differently for the purpose they have been built for the company has done well to attract the targeted users. For example, the convenience sprays which have especially been manufactured for males who look forward to an ease to use sun care product has been a win-win situation for the company. Both in the print media as well as the television, media promotional ads can be seen on a regular basis.
2.4.2 Samona
Samona products is local company in Uganda located, it started its manufacturing 2003 and has spent 15 years of manufacturing. Their products are professionally blended with extracts from trees, shrubs and pro-known medicinal grass from the practical foretaste of Africa to heal, smoothen and curb all skin disorders. Their Products are fully certified by all the statutory bodies in Uganda, for example Uganda Bureau of Standards (UNBS).

The word SAMONA is an acronym from SANYU MOVING SHOP AT NATETE which was a business first started by Salongo. The Company pioneered the research of application of herbal medicine into cosmetics and toiletries in Uganda. The Company initially started with the production of herbal soap and herbal jelly. Our success has only been possible because our operations have always been guided by ethical principles and a keen sense of responsibility to society as a whole. They are committed to putting and using all their knowledge, expertise and research resources to work for the well-being and satisfaction of all our consumers around the world. Management Salongo Kasawuli Mukasa is the Chairman and Managing Director of Samona Products Ltd. Mr. Salongo, with his business acumen, has steered Samona from a small-scale cottage industry to a medium scale industry. He is supported by a team of highly skilled professionals. The product was in high demand throughout the country-particularly among the low end. The company sales sharply increased. This brought about satisfaction. Around the same time, Movit Products Limited was coming up. He learnt from the success of Somana but also used his weakness to boast his company. Today, Movit Products not only boosts of more skin and Hair verities, the company’s products are also sold in Eastern and Southern Africa. Meanwhile, Somana has been relegated.

2.4.2.1 Goal
To increase production and keep the standards/quality of our products, to meet world standards as prescribed by ISO 2002.

To create employment mainly for Ugandans and other people around the world directly or indirectly.

To bring foreign exchange as we export our products to several countries.

To serve the beauty and well-being of our consumers in all cultures throughout the world.

To remain the market leader in the production and distribution of Quality Herbal Products.

2.4.2.2 SWOT analysis
2.4.2.2.1 Strength
The image of Samona is to aim at providing natural products for customers such samona herbal jelly.

Samona will purchase natural ingredients and accessories from countries with low cost around the world. By doing this it will not only gain low cost material but also ethical image in the public.

2.4.2.2.2 Weakness
Lack of synergies is a very difficult to overcome by the company so the investment will have to spend a lot of time trying to overcome this issue which will lead to increase in costs for the company.

Integrating acquisitions could distract a company from other important tasks within the firm. Expenses related to integration back office IT system and different corporate cultures could lead to further issues that hurt the firm over the long-term. It will have a long-term negative impact onto the entity, which subtracts its value.

Marketing communications is poor as compared to competitors. Where competitors have strong communications because of their products being sold throughout the year, communications from Samona are sporadic and not always continuous. This creates a problem in the pull of the products other than its core products.

2.1.2.2.3 Opportunities
Increase marketing communications. As the skin care segment is competitive, Samona needs to increase marketing communications manifold so that it can take on this segment. Although competition is high, consumption of this segment is high too. So the winner takes a lot of rewards for their investments.

Market expansion. Samona has the opportunity to expand its market into other regions of the country.

2.4.2.2.4 Threats
Currency volatility. As the US dollar changes in value, this creates uncertainty in contract negotiations. If the dollar were to change after a contract was signed, then one party to the contract would lose out on gains and the other party would win. As a currency falls, exporters gain benefits, because domestic products look cheaper to foreigners; the opposite is true when a currency increases in value. When a currency increases in value when compared to other currencies, then the domestic currency can buy cheaper inputs from other countries. If a steel plant news mineral from around the world, they can get cheaper minerals if the domestic currency increases in value relative to the place that sells the minerals. “Currency Volatility” has a significant impact, so an analyst should put more weight into it. “Currency Volatility” is an easy qualitative factor to overcome, so the investment will not have to spend much time trying to overcome this issue.

Less scope of expansion. There are very few local brands competing with Samona but the scope of expansion of their product itself is limited as there is no innovation possible in the product.

Competitors. The company faces completion because other cosmetic companies shave already developed a relationship with customers.

Customer analysis
Research shows that the cosmetic market is growing in an increasing rate. In fact, it is in the growth stage of the product life cycle. It is mainly due to the skin care and hair care start up at an early stage. In 2007, there was a campaign for safe cosmetics, one third of the samples exceeded the limit of the lead. The affected brand during the campaign was L’Oreal.

Customers are now demanding more information regarding the products they use and becoming more aware of the health issues. Movit tends to provide customers with safe, natural, and organic products. This will typically be African women and men who are single, married, young, children and even old.

The target customers for wholesale distribution will be resellers who recognize the needs of their consumers and who identifies with. We have used the term resellers because they will not be limited to retailers. Movit will reach its customers through distinct channels of distribution such as hotels, saloons, cosmetic specialty retailers, supermarkets and department stores.

There are a number of new demand trends that have impacted the market and created greater opportunities for the company. These trends include a returning to old age, time proven, natural remedies; more consumers that are looking for holistic and healing benefits from her skin care products and today’s consumer being more informed and more inquisitive about the benefits of her personal care products.

The target marketThe target market for Movit products is active consumers especially women between the ages of 16 and 45—people who like to have their skin and body moisturized all day
These active consumers represent a demographic group of well-educated and successful individuals; they are single or married and raising families. Household incomes generally range between $8,193 to about a$32,770 annually. Despite their comfortable incomes, these consumers are price conscious and consistently seek value in their purchases. Regardless of their age (whether they fall at the upper or lower end of the target range), they lead active lifestyles. They are somewhat status oriented but not overly so. They like to be associated with high-quality products but are not willing to pay a premium price for a certain brand. Current Movit products customers are campus girls, saloonists, baby-sitting mothers and hair dressers. The market type of Movit is a niche market because Movit skin and hair care are aimed at satisfying market needs, as well as the price range, production quality and demographic that is intended to impact. The market can be segmented because of all the skin and hair types and needs. Not everyone in the audience has the same skin and hair types; they are divided into different categories. Skin types are normal, oil, dry and sensitive, and hair types are dry, oily and damaged hair. Movit has plenty of products for this.

In Uganda, there is as much emphasis on beauty as there is on health, if not more. Uganda has emerged as a huge market for both local and international cosmetic brands in the past two decades. Few local companies; Avis, Movit, Nivea and Samona possess a majority of the local market share.
3.THE MARKETING MIX
The following discussion outlines some of the details of the proposed marketing mix for Movit products.

3.1 Product strategy;The firm has researched the most popular colors for its items and given them names that consumers enjoy such as baby junior soap, jelly, among others. Over the next five years, Movit may plan to expand the product line to include products for men. Male customers may select a logo that represents their stature on the proposed new products for Movit products to create gender sensitivity and balance this strategy will keep the concept fresh and prevent its products from becoming diluted with too many variations.

Movit adopts the following strategies for product policy: size and growth of product range, quality differentiation strategy and assortment renewal strategy. For a permanent satisfaction of consumers’ needs, Movit has to continue the horizontal assortment range diversification strategy. Movit is a company which produces and sells a complex and modern range of cosmetic products, even for the most demanding tastes. That’s why the company should constantly adopt to the market requirements regarding the product novelty, diversification, packaging methods, product manufacturing technology. The quality differentiation strategy should be maintained. It is very important to offer superior products that will satisfy all consumers’ categories, from those who want to use qualitative products at affordable prices to those who would spend anything for purchasing a prestigious product that will satisfy the most demanding wishes. The assortment renewal strategy is the most complex and dynamic strategy. The renewal assortment leads to the creation of new product lines within the existing range, for offering products that meet new demands of fashion and technology such as products for men, body perfumes and sprays.

3.2 Distribution strategy;The distribution strategy goes along with the allocation of services which make up the element of the marketing mix of the products which need to be available in adequate quantities at a convenient location and at times when the customers want to buy them.

Currently, Movit is marketed through regional and local specialty shops around Uganda like super markets, retail shops, into the wider East African region. Movit obtains much of its information about overall industry trends in different geographic areas and at different types of retail outlets from its trade organization in cosmetic kind of environment. Movit considers to establish a supply chain that is efficient and meets the needs of their customers hence this leads to their marketing to be successful. Therefore, the company and the supplies should get access to their end customers for feedbacks about their products and understand the customer needs through interactions. Over the next years, Movit seeks to expand distribution to retail specialty shops throughout the nation. The firm has not yet determined whether it would be beneficial to sell through a major national chain such National trade associations’ centers, as these outlets could also be considered by competitors.

Movit has to understand the importance of the channels they are choosing to use to distribute to their customers. The main importance’s of the channels are; to meet the producers and customer needs, reduce cresting bulk transportation and huge number of transactions through improving its efficiency and reducing accessibility for producers and costumers by lowering the location and time gaps between them and provide services to customer to satisfy their needs.

The main criteria Movit uses to understand their distribution strategy they are using to distribute their products are; market knowledge, producer and customer knowledge, hunger for success, their reputation among customers and the fact that the distributors donot carry competitors’ products.
Movit uses the following strategies for supply: direct distribution such as employs sales force, distribution through retailers and use of intermediary channels such as supermarkets. This helps Movit to reduce the time frame between order processing and transportation of the product to the customers.
3.3 Promotional strategy; Movit Company limited communicates with consumers and retailers about its products in a variety of ways. Information about Movit company—the company as well as its products—is available via the Internet, direct mailings, and in person. The firms’ promotional efforts also seek to differentiate its products from those of its competitors.

The company relies on personal contact with retailers to establish the products in their stores. This contact, whether in-person or by phone, helps convey the Movit message, demonstrate the products’ unique qualities, and build relationships.

Blue Sky sales representatives visit each store two or three times a year and offer in-store training on the features of the products for new retailers or for those who want a refresher. As distribution expands, Movit will have to adjust to meet greater demand by increasing sales staff to make sure it stores are visited more frequently.

Sales promotions and public relations currently make up the bulk of Movit’s promotional strategy. Movit Company staff works with retailers to offer short-term sales promotions tied to event and contests and because Movit also engages in cause marketing through its contribution to environmental programs, good public relations have followed.

Nontraditional marketing methods that require little cash and a lot of creativity also lend themselves perfectly to Movit Products limited. Because Movit is still growing, flexible organization, the firm can easily implement ideas such as distributing free water, free hair saloon or camp. During the next year, the company plans to engage in the following marketing efforts:
Create a Movit Tour, in which several employees take turns driving around the country to campgrounds to distribute promotional items such as lotions, soaps and jellies
Attend and support local sports events like marathon
Organize Movit recreational activities while partnering with participating retailers and customers.

Hold a Movit design contest, selecting a winning slogan and logo to be added to the customized line.

3.3.1 Advertising
Movit will roll out a coordinated advertising campaign to emphasize the following points:
Movit is getting better, with a new and renovated line of products. “No longer should consumers question which Company to buy skin care or hair products from, now they just have to decide which Movit product to purchase!”
Movit will focus on consumers over 25 years of age. Advertising will begin to refocus these products as being classy, upscale, and successful.

Movit will use their positioning statements as appropriate in all mediums.

Movit will use print and broadcast ads in women-oriented mediums several weeks before the new introduction of products to inform people of how Movit is growing and changing to meet their needs. Billboards, television, radio, and display signs will be primary vehicles for this. About two weeks before introduction, our ads will change from stressing our company image to stressing product line imaging.
Movit will do campaign primarily using magazines, radio, and other mediums targeted at the under 25 aged crowd. After product introduction, will run advertising to persuade and remind consumers of our new products.

3.3.2 Sales Promotions.

One of the most important promotions is the point-of-purchase display. They will entice people
to buy the products and excite the distributors. In addition, Movit will offer the following sales
promotions:
A contest will be held where the winner and a companion will be taken for a romantic dinner. To be eligible, you must purchase a Movit product and fill out the accompanying postage-paid card. The card will ask two simple questions: did you like this product? Why or why not? This card will not only register them for the dinner, it will provide valuable marketing research for the company.

Cross-product promotions. In a bundle of products, Movit can offer a free bottle of movit to their customers. If a person purchases Radiant relaxer or Movit relaxer, the company can enclose a mail in certificate for a free hamper of different creams and hair care products. (Again, we could use the mail in as an opportunity do more market research).

In magazines and newspapers, we will offer coupons for Movit products, skin-guard, and Radiant products.

3.4 Pricing strategy; As discussed earlier in this plan, Movit products are priced with the competition in mind. The firm is not concerned with setting high prices to signal luxury or prestige, nor is it attempting to achieve the goals of offsetting low prices by selling high quantities of products. Instead value pricing is practiced so that customers feel comfortable purchasing new cosmetic products produced on market by Movit Company limited
Management and Organizational Structure
Board size, board composition and the leadership structure of the board are important characteristics that affect the effectiveness of the board management (corporate governance). Zahra (1996) links corporate governance and corporate entrepreneurship through the Agency theory and found out that corporate ownership and governance systems can affect the manager’s willingness to take risk. According to Zahra (1996) ownership determines a company’s relationship with shareholders and its investment horizons. When major shareholders exist, they can monitor executives’ decisions and ensure attention to corporate entrepreneurship. The corporate governance system-the mechanism that regulates the relationship between executives and shareholders –can similarly and profoundly shape manager’s commitment.

Movit’s affairs are governed by the shareholders. There is a Board of Directors which is charged with regular execution of the activities as required. In addition, Movit is serviced by a full time management team headed by the managing Director, who is supported by other technical staff.

Entrepreneurial structures are flat, which results in better communication, greater delegation of authority and faster decision making. Generally, to encourage entrepreneurship levels or layers of management need to be kept to a minimum to ensure flexibility and responsiveness (Burns,2005). Such organizations typically act in a rapidly changing environment. To overcome these constantly changing challenges, they often use organic organization structures (Covin, ; Slevin,1990). An organic structure has a limited hierarchy, is highly flexible and is decentralized. It is also horizontal rather than vertical. Power shall be decentralized so that individuals are empowered to make decisions and authority is linked to expertise and not to role. The structure is more informal than formal with lose control and broader spans of control and team work is likely to be the norm. Few bureaucratic rules or standard procedures exist as well as sensitive information-gathering systems are in place for anticipating and monitoring the external environment (Miller, 1986). Movit shall operate under such a structure.

4.1 Organization structure

IMPLEMENTATION
Movit should start developing marketing programs aimed at the external marketplace, in order to attain the organizational changes needed to make those strategies work, it is also necessary to develop a process and a program for the internal marketplace within professional service organizations. The rationale underlying the internal marketing strategy is that marketers need to focus on the internal market as much as on the external marketplace if marketing plans and strategies are implemented within their organization (Morgan, 1990). The importance of the knowledge gained outside of the company as well as inside the company is very important and value when the company decides to implement the marketing plan.

Gaining the information from outside of the company can help implement a marketing plan and focus the company to where Movit needs to be. Knowing that Movit is a top leader can help them with their marketing. This means that Movit is well known throughout the market. Movit has a strong market position and the company needs to keep it there. Having that powerful position automatically give the company the upper hand, however Movit must work offensively to maintain this position in the market.

Other information that will help the company during implantation is that Movit has well known reputation. Being well known is a marketing objective in itself. Movit is a well-known company that already has a top leading manufacturer of cosmetics in East Africa. Movit needs to market the new online portion of their company as new, easier to use and with a company that is well known that many other company already know and trust with their company’s human resource projects.
Especially in the human resource department, companies are going to want to go with a name that they trust because it will be dealing with their employees’ financial pieces. Driving on this external force of being well known and a top leader is very important for the marketing implantation for Movit. Understanding what is going on internally with Movit can also help with the implantation of the marketing plan.
Understanding the product that the company is marketing is probably one of the most important ideas. Knowing that the online service that Movit is using for marketing to their new and old customers. Two other main internal things that the company needs to understand for implementation to the marketing plan is communication and distribution.
The communication is key to marketing because all parties need to be able to communicate within Movit through customer service, which is another one of Movit’s top selling points, can be achieved. Communication within the industry involves making sure all employees are able to understand the product so that they may assist any customers with problems that they are being inflicted with while using the product. The distribution of the product also is important for the company going to market. Knowing when, where and the security of the system plays a big role. Marketing that Movit has a very secure distribution of the online services can reassure customers that this is a quality company to be investing.

EVALUATION AND CONTROL
Evaluation and control is very important to any company’s marketing process. As Movit continues in the market that the company is currently in, the company must be able to see where there can be improvements within the marketing process. The only way that this is done by evaluating and controlling the particular portions of the marketing plan.
Once Movit has implemented the marketing plan, the company can then evaluate and control the marketing to not only be able to back the plan up with the budget that it needs as well as make sure the marketing plan is continuing to do as planned.

One important reason for the evaluation and control portion of a strategic business plan, from a marketing aspect, is to be able to secure the plan with the financial support that it needs to be successful. With the economy struggling right now, every penny needs to be accounted for so that the company can make sure the money is being used in the right way.
Increasingly, marketing departments are finding that if they do not take steps to measure their results and create greater efficiencies, the finance group will be more than willing to do it for them and may very likely respond by cutting the marketing budget (Yvonne, 2006). A marketing plan cannot work without finances, therefore, the evaluation plays a big role in backing up the finances that the marketing plan needs. The marketing plan cannot be implemented without any source of finance to back up what needs to be done.
Movit needs to look at where they are marketing and how much that is going to cost. The evaluation part comes in when explaining to the finance department how successful the marketing plan was. Since Movit is trying to entice more customers and existing customers by their new online service, using the marketing budget to buy advertising online seems to be the correct choice. To make sure the marketing plan is doing the correct job by bringing in customers new and existing evaluations must be done.
There are a few ways that Movit can evaluate the success of the marketing. The internet is an easy place to find out if people are responding to the advertising. When pop ups arise, the company can track how many people have clicked on them.
Surveys are very important as well for evaluation. Giving customers a short survey, when they first sign up or just randomly, asking where they found out about the online service that Movit provides can be very helpful. This can give Movit a better idea and control of the success of the marketing plan.
It contends that, if companies could develop an appropriate framework of relevant measurements and systematically collect and capture data within the framework, then business cases for marketing activity could be built and considered in a more objective and informed manner (Woodburn, 2006). Once evaluations are made, going back and controlling the marketing plan is just as important. Movit can now go back and make adjustments to fit the evaluations to control the marketing plan to be more effective. If a particular advertising incentive is not a big factor to the success of the company, it can be cut from the marketing plan. In addition, new ideas can be implemented to and controlled, which would then be view to see the success.

CONCLUSION
Company’s position on the market must always be improved, Movit being
currently considered a strong and modern company, concerned to improve itself. It must be maintained the quality differentiation strategy in order to offer superior
products to all consumers’ categories and grabbing the men’s segment can be a potential market for the company. Additionally, Movit can be innovative and creative on nature of marketing activities that represents the secret success of any marketing plan or strategy, regardless the size of the company.

In a strong competitive, highly complex environment, where thousands of internal and external factors interact, reducing or increasing the enterprise’s marketing activity, and thus its income and profit, the marketing planning development and implementation should become a concern for Movit. Another important element is the competition. After analyzing data about Movit and its competitors we observed that the first company in consumer preferences is Nivea Company from the international brands and then Movit has a higher range of preference from the local brands. We can conclude that there is still a huge market available for Cosmetic products in Africa has a whole.

As a suggestion for Movit can consider that it would be an advantage if the time between the moment when the order was launched and the moment when the product was delivered would be diminished. Also I consider that there should run more advertising spots on television channels at times with high ratings.

REFERENCES
www.movit.co.ug
Dorothy Nakaweesi, Daily Monitor Newspaper (2013). ‘Movit: From shs. 1million to a multi-billion giant.’ Oct 8, 2013. online Available: http://www.monitor.co.ug/Business/Prosper/Movit–From-shs1-million-to-a-multi-billion-giant/-/688616/2022828/-/1hbnfvz/-/index.html
www.niveausa.com
Abrams, R. (2003) The successful business plan: Secrets and Strategies, Palo Alto, California: The planning Shop 4th edition
Hatten, Timothy, 2011: Small Business Management: Entrepreneurship and Beyond 5th, Cengage Learning.

Stephen Otage, Daily Monitor (2015). ‘Cosmetics firm eyes agro-processing.’ Feb 25, 2015. Online Available: http://www.monitor.co.ug/Business/Commodities/Cosmetics-firm-eyes-agro-processing/-/688610/2634336/-/bydhmez/-/index.html
www.samona.co.ug
Beauty Africa Newspaper (2015). ‘Uganda: The market for beauty products and Cosmetics’. online Available: http://beauty-africa.com/uganda-market/
Moses Kaketo Article in News Uganda (2016). ‘Business and Brands that once rocked the market.’ Oct 13, 2016. online Available: http://newz.ug/ugandan-businesses-and-brands-that-once-rocked-the-market/
https://www.mbaskool.com/brandguide/fmcg/1213-nivea.html
Uganda Wholesale and Retailers Association (2016), ‘Uganda’s industry analysis’, Sept 2016.

Morgan, N., (1990). Marketing: Key Issues for Professional Service Firms. Journal of Professional Services Marketing. New York, NY: Pearson
Woodburn, D., (2006). Marketing Measurement Action Research Model. Measuring Business Excellence. Bradford, United Kingdom: Pearson
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Drummond, Graeme, Ensor, John and Ashford, Ruth. 2008. Strategic Marketing: Planning and Control, Third edition. Butterworth-Heinemann.

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APPENDIX: Questionnaire
Description of the company
Which is the legal form of the company?
Who is the founder of the company?
How many employees does the company have?
Which are the vision and the mission of the company?
What are the objectives and goals of the company?
Description of the product
. Which are the natural characteristics of the product?
. Are there any unique/innovative characteristics of the product?
Description of the market
Which is the target-market of the product?
Which are the characteristics of the target-market?
Which is the market share of the product?
In what way do you expect that the product will satisfy customers’ needs?
Do you believe that in the future changes will take place in the market size or the market volume?
Competition analysis
Who are the main competitors of the product?
In what ways do you consider that the product is superior from the competitive products?
Are there any laws or rules which influence the company’s operation?
Does the continuous technological development influence the operation of the company’s the production of cosmetic products?
SWOT analysis
Which are the strengths and which are the advantages of the product against the competitive products?
Which are the weaknesses that characterize the product?
Which are the opportunities that appear through the product?
Does the company face any threats concerning the product?
Objectives and strategy
Which strategy will the company follow in order to achieve these objectives?
The marketing mix
How is the product described, are there any changes which can improve the product?
How will the product be priced so as to be competitive in the market and which pricing method is followed?
Which distribution channels does the company use?
Which advertisements does the company do for their products promotion?
What are the promotional activities of the company?