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Introduction of marketing and research and development section

Marketing and research and development section

This is one of the value-creating sections in the business of the company.

Major mission defined for the section

To identify the needs of the market and consumers in order to produce goods and products to meet them and in a manner that considers the interests and profit of the company.

Marketing and research and development is one of the main sections of Pakshoo Company. Whereas marketing as a comprehensive culture has been deeply rooted in the mind of the founders and senior managers of the company, specialist personnel have been recruited in the related sections of the company and cooperation of marketing and R&D experts has been utilized from the very beginning of the activity of the company particularly when the company decided to be developed. Marketing in its modern and scientific form was implemented in the organization with the help of experienced experts of international companies since 2001. The R&D subsections, market research, CRM, brands management, advertisements, market development and sale, digital media and site, industrial design, and graphic design subsections and library are located at this section. Marketing is presently flowing at all levels of Pakshoo as a culture. The marketing and research and development section of Pakshoo in recognition of the company’s prospect (to be known as one of the best suppliers of health, sanitary and cosmetic products and services in the world) and for the achievement of its mission (a powerful brand that respects the tastes of its loyal customers) tries to provide the possibility of selection from among different brands of health, sanitary and cosmetic products and services by all its customers by reliance on its innovative, creative and skillful manpower and its efficient management. Establishment of a management information system and making necessary investments in this area have resulted in the gathering of accurate and timely information from the market situation, competitors and expectations of consumers and preparing the ground for compilation of the necessary strategies and implementation and controlling of tactics. Creation of reputable brands, successes gained over competitors, provision of various quality products as expected by consumers and leadership in the market of most of the products, effective publicity, continuous communication with consumers, presenting new formulations and optimization of the previous formulations are among the results of paying a particular attention to the marketing and research and development section of the company.

Introduction of research and development subsection

History of activity                                        

The research and development subsection of Pakshoo Company began its activity in 1995 and received the research and development license number 81236 from Ministry of Industries in 1997. This subsection is considered as a unique company among the detergent and sanitary materials producing companies in Iran with more than 10 specialists and experts.

The subsection begins its working process with the idea of producing a new product or addition of a particular characteristic to a product. The process of formulation of a product primarily undergoes a fundamental study phase in terms of the formulation itself, raw materials, packing items, methods of efficiency and clinical assessment of the product and so on. By producing different prototypes and their analysis in the next stage a product is made which complies with the pre-defined expectations and standards.

The product has to comply with the expected quality and efficiency while it has to be sustainable and free from side effects for consumers and environment, on the other hand. To achieve this quality and the afore-mentioned assurance which is most cases confront each other it is imperative to have specialty, experience and to conduct different laboratory and clinical tests. The research and development subsection of Pakshoo goes through this by making different formulas and conducting various In-vitro and In-vivo assessments and by sending a number of samples with optimized and finalized formula which have been approved by the specialists of the subsection to the market research subsection co that the opinion of the end users are also collected. These opinions are analyzed by an statistical method by the market research subsection and examined through interaction with the research and development subsection. Necessary modifications are tried to be applied on the formulation based on the statistical opinions of the consumers. When the efficiency of the product is ensured the same process is performed for the assessment of a various range of attractive colors and scents in order to satisfy the aesthetic sense of consumers besides efficiency of the product. Similar operations are carried out for the packing items of the product toward achievement of the best efficiency, attractive design, easy consumption, sustainability, compatibility with the product and so on through interaction of the research and development subsection and the supply subsection. The research subsection still continues to support the product after its entry to the market. In this way the subsection collects the feedback of the analyzed information of the market and focuses its activity on further optimization and improvement of the quality of the product based on the customers’ opinions.

The Pakshoo research and development subsection records, analyzes and surveys all the data and reports of the projects’ process within the framework of ISO standards and the EFQM model. Data record and analysis is very useful for improvement of the general processes as well as optimization of the products in line with satisfaction of respectful customers. The research and development subsection carries out its activities within 6 categories.

Skin healthcare

In this category different liquid soaps and body shampoos are formulated and due to the importance of these products in the individual health the highest quality and efficiency of the formulation of these products are always taken into consideration. Modern formulations of the products of this category of Pakshoo products are always designed in a manner to maintain this advantage and compete easily with reputable foreign products. The modern formulations of skin healthcare which have been designed by the specialists of the Pakshoo research and development subsection include scrub body shampoos, creamy liquid soaps, washing foams…

Hair healthcare

The main activity of this category is to formulate the products which are related with hair healthcare including different types of shampoos and hair conditioners. In addition to the usual indices, characteristics such as hair nutrition, hair thickness, tangle removing, tangle releasing, silky and shiny making of hair… are taken into consideration in the hair healthcare products nowadays. In this way the hair healthcare products are formulated based on the latest studies and knowledge in order to further satisfy the expectations of consumers.

In this category a variety of products with attractive packs such as special shampoos, vitamix family shampoos, various baby shampoos, hair conditioners… can be named.

Mouth and dental healthcare

In his category different types of toothpastes including baby toothpaste and any other mouth and dental related products are formulated and sent to the market in attractive and healthy packages. All the projects which undergo research in this category proceed on the basis of modern knowledge and technology of the world.

Products such as toothpastes are designed and formulated so that they possess several properties (such as fighting with decay, preventing tartar formation, removing or reducing bad breath, whitening, fighting gum inflammation…) in order to protect the teeth and gums. Toothpastes claiming long-term protection, whitening, anti-allergic, anti-decay, breath fresher … are also produced.

Home healthcare

Pakshoo Company is among the pioneer companies that manufacture home healthcare products. This category of products is among the first products offered to the market by Pakshoo Company so this long record causes this category receive particular importance. Pakshoo Company is bound to use the latest products, materials and technologies toward the society healthcare. In this category products are designed by means of the latest technology and science and latest products available in the market. Included in the products are dishwashing liquids, bleaches, glass cleaners, different germ removers, multi-purpose detergents, disinfecting liquids, surface scrub cleaner and other products that are supplied for home healthcare by the detergent industry.

Garments care

In this category various types of garments washers such as detergent powders, detergent liquids, carpet shampoos, towel and clothes softeners and bleaches are formulated based on the latest scientific achievements in fabric sector and textile industry and offered in proper and easy-to-use packages. Here parameters such as cleaning power, stain removing, color mingling and brightening are closely monitored for the assessment of efficiency and quality of the formulated products. These tests are conducted by proper equipments such as launderometer, tergotometer and spectraflash.

Instrumental analysis

This category is charged with analysis and controlling of new raw materials required in the process of formulation of the designed products. This unit is equipped with instrumental analysis machinery such as gas chromatography, liquid chromatography and spectrophotometer to be able to conduct research on the finished product. It is also charged with selection and design of proper methods to control the raw materials and the product.

Documents and information center 

More than 800 titles of English books about chemistry, physics, pharmaceutics, cosmetic science, microbiology, marketing, polymer, plastic, packaging in detergent industry; and more than 2000 titles of Persian books about chemistry, physics, pharmaceutics, cosmetic science, microbiology, marketing, polymer, plastic, packaging, management, human resources, law, accounting, information technology, computer self-learning, industrial psychology, … are kept at this center.

There is a continuous contact between this center and Association of Detergent Industries, Institute of Standard and Ministry of Health while the center also contains more than one thousand catalogs of different companies, more than 200 training pamphlets and reliable theses related with cosmetic- sanitary industry, subscription of 10 foreign journals such as:


Happi, Cosmetic & toiletries

Packaging World, International journal for Applied Science (SOFW Journal)

Tenside Surfactants Detergents, Manufacturing Chemist                          

Subscription of 31 title of internal monthly and quarterly journals in various fields of research and development, detergent industries, marketing, standard, management, print and packaging, promotion, information technology, economics, plastic, cosmetics and so on is among other facilities of this center. Meanwhile, more than 400 educational discs for introduction of raw materials, formulation, color, and essence from different companies together with discs of international standards such as DIN standards, British Standards, JIS Standards, ASTM Standards, ISO Standards and ASQC Standards are also available for researchers at the center.

Honors of research and development

Market development                                                             

The market development subsection deals with identification of market and competitors. Provision of new goods and services with respect to updated demands of customers is essential in any type of business, something which also reveals that the business world is changing continuously. Therefore, occurrence of any new change has to be followed by new relations and interactions with customers. Here the market development subsection can help the company managers in this respect. Managers who work in marketing sector follow the goal of looking into the communications and interactions between sellers, customers and distribution units.

Research conducted in this subsection can inform the company managers of the present and constant customers and assist with identification of audiences who could be among potential customers of the company products.

Marketing research

Gathering information to help the marketing managers with discretion and reaction to the marketing issues and opportunities are among the duties of this subsection. These issues begin with very general cases such as “diagnosis of new marketing opportunities” and continue toward particular decisions such as “pricing of a certain good or product”. The main topics that cover marketing and market research programs include research about products and customers, pricing, distribution, sale and advertisement.

Customer contact subsection

Hardship of competition and dominating the market complexities would be very easy by attracting the sympathy and satisfaction of customers.

The CMR subsection of Pakshoo Company was established in 2002 on the basis of the customer-oriented outlooks of the company management in line with provision of proper services to the consumers. It is now rendering services to a range of different consumers with an extensive variety of products.

People imagine that purchase of consumer goods such as food products and detergents whose quality they don’t like would be a loss and may not be followed. Pakshoo Industrial Group proudly declares that it stands by the consumers after purchase of the products and awaits to hear from dear customers through the contact channels of the CRM sub-section.

CMR is a connection bridge between the consumers and the company. This sub-section is important because it receives final opinions of consumers about the product so quality is exactly something that the consumers seek.

CMR sub-section has been introduced through printing of its direct contact number on the labels of the products and through the information provided in the website.

 After working hours and on holidays the voice mail system and people’s contact service of CMR is prepared 24 hours a day to receive the customers’ comments.

The contact numbers of customer service sub-section of Pakshoo Company are:

(+9821) 88879910 and (+9821) 88879918

Advertisements sub-section

Pakshoo Industrial Group which is one of the biggest detergents production companies in Iran attaches a special attention to advertisements and believes that a major part of its success relates with investment in this sub-section.

Employing a specialist advertisement team  and also using advertisement advisors and sources from outside the company, this sub-section provides its continuous support for the sales team and plays a powerful role toward promotion of the company brands.

Pakshoo advertisement team has been one of the pioneers of the advertisement industry in Iran thanks to its creative campaigns and activities and utilization of modern media and it is the only advertisement team in Iran whose works at the international arenas have received citation of the 2018 World Festival of New York.

Some of the activities of Pakshoo advertisement sub-section

To devise strategic programs and to set annual advertisement target for each brand and the group of products of each brand;

To assess the need of annual advertisement within the strategy and targets set by the brand group unit;

To plan and the time schedule of execution of advertisements (preparation of annual plan for each month and selection of the media in view of the brand status);

To better allocate the advertisement budget (allocation of budget to different media based on the budget limitation);

To assess the amount of efficacy of the media and different advertisement tools toward better utilization of the advertising media;

To survey the market and advertising activities of competitors and make periodical inspection of the advertisement atmosphere and show necessary reactions in view of the market share situation and movements of competitors;

To seek methods and modern advertisement tools, model pioneer companies of the world, and compile media bank for prospective planning and usages;

To brief advertisement contractors and executers, execution of advertisement activities and concurrent supervision on execution of advertisement campaigns in line with the strategy and targets of the advertisement campaigns;

To examine the impression of the message of the designed campaigns and compliance of the devised program with the target message;

To manage the preparation and execution of the timetable of advertisement packages on different occasions.