Professional Documents
Culture Documents
HAND SANITIZER
Maria Abbas - 9088 Mariam Haleem - 8775 Khurram Zakaria - 8870 Suleman Ahmed Ali - 8754
Marketers
Date of Submission:
April 19, 2009
Course Supervisor:
Dr. Munzir Ishaque
Report Topic:
Marketing Plan for CleanWell Hand Sanitizer
Program:
MBA-Executive CleanWell Hand Sanitizer - Zero germs instantly!!
LETTER OF AUTHORIZATION
Dear Readers: We have been authorized to conduct an elaborate study on the Marketing Plan of any product, by the Management of Institute of Business Management and the course instructor of Principles of Marketing, Dr. Munzir Ishaque. The enclosed plan contains thorough Marketing Plan and its associated required elements. Emphasis will be to evaluate as much material as possible to familiarize ourselves as well as the readers with the overall planning activities, when marketing any product. I hope that this report will serve the requirement of being a complete set of information to develop any marketing plan.
Yours sincerely, Maria Abbas Mariam Haleem Muhammad Khurram Zakaria Suleman Ahmed Ali
LETTER OF TRANSMITTAL
Dr. Munzir Ishaque Course Instructor Principles of Marketing Institute of Business Management
Dear Sir: Here is the marketing plan of CleanWell Hand Sanitizer that you have assigned and authorized us is now ready for your perusal. This plan gives the details about the nature of the business, missions and objectives, effects on industry analysis, controls, marketing strategies, assessment of objective and issues, comparison of different brands of hand sanitizer and budgets with financial analysis. If you require any further clarification or have any queries, it would be brilliant of us to answer your questions and facilitate your understanding on the plan.
Yours sincerely, Maria Abbas Mariam Haleem Muhammad Khurram Zakaria Suleman Ahmed Ali
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LETTER OF RECOMMENDATION
As the students of MBA Executive at the Institute of Business Management (CBM) with Principles of Marketing as our subject of study, we have been authorized by Dr. Munzir Ishaque, our course supervisor at CBM to involve in extensive research and evaluations relevant to their areas of study. Our aim is to prepare a marketing plan to launch a product in the hygiene industry. The carriers of this letter are enrolled with the Principles of Marketing, program of the MBA Executive course. We would like to recommend them to carry out a detailed study on CleanWell Hand Sanitizer Marketing Plan. We are sure that this study will not only lead to the growth of his skills in the course, but will also result in the compilation of important data related to one of the prominent areas of business in Pakistan. We look forward to your full support and guidance to the undersigned students.
Best regards Dr. Munzir Ishaque Course Instructor ` College of Business Management
Recommended Students Maria Abbas Mariam Haleem Muhammad Khurram Zakaria Suleman Ahmed Ali
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LETTER OF ACKNOWLEDGEMENT
Dear Readers: We would like to take this opportunity to express our heartfelt gratitude to the people who have supported us in the compilation of this comprehensive plan. Firstly, we would like to thank our teacher, Dr. Muzir Ishaque for enlightening us with the requisite knowledge of Principles of Marketing course and giving an insight of the significance of marketing strategies and tactics in business operations. Secondly, we thank all the people who provided us the required information and data necessary to fulfill the scope of this plan. We hope that this plan will prove to be a useful source of study in the area of marketing as well as in the hygiene industry, for the students taking up the course of Principles of Marketing and others in future. Thank you
Yours sincerely, Maria Abbas Mariam Haleem Muhammad Khurram Zakaria Suleman Ahmed Ali
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TABLE OF CONTENT
LETTER OF AUTHORIZATION................................................................................I LETTER OF TRANSMITTAL...................................................................................II LETTER OF RECOMMENDATION..........................................................................III LETTER OF ACKNOWLEDGEMENT........................................................................IV EXECUTIVE SUMMARY........................................................................................1 1.INTRODUCTION TO THE COMPANY....................................................................2 2.CURRENT MARKET SITUATION..........................................................................3 1.1. 1.2. 1.3. 1.4. 1.5. MARKET SUMMARY ....................................................................................................... 3 MARKET NEEDS............................................................................................................. 3 MARKETING TREND....................................................................................................... 3 MARKET GROWTH......................................................................................................... 3 COMPETITIVE ANALYSIS................................................................................................ 4
......................................................................................................................... 5 3.SWOC ANALYSIS............................................................................................. 6 1.6. 1.7. 1.8. 1.9. STRENGTHS.................................................................................................................. 6 WEAKNESSES................................................................................................................ 6 OPPORTUNITIES............................................................................................................ 6 CHALLENGES................................................................................................................. 6
4.OBJECTVES AND ISSUES...................................................................................7 1.10. 1.11. 1.12. 1.13. SALES REVENUES ....................................................................................................... 7 MARKET SHARE........................................................................................................... 8 ADVERTISING AWARENESS......................................................................................... 8 PRODUCT PLACEMENT................................................................................................ 9
5.MARKETING STRATEGY..................................................................................10 1.14. 1.15. 1.16. 1.17. 1.18. 1.19. 1.20. MISSION.................................................................................................................... 10 MARKETING OBJECTIVES........................................................................................... 10 TARGET MARKET....................................................................................................... 10 STRATEGIC PYRAMIDS............................................................................................... 13 MARKETING MIX........................................................................................................ 13 RETAIL CAMPAIGN..................................................................................................... 13 T.V COMMERCIALS.................................................................................................... 14
6.ACTION PROGRAMS.......................................................................................15 1.21. DIVERSIFICATION...................................................................................................... 15 1.22. MARKET DEVELOPMENT............................................................................................15 1.23. IMPLEMENTATION TACTICS.......................................................................................16 7.WHERE TO FIND CLEANWELL HAND SANITIZER?..............................................18 8.ENVIRONMENT..............................................................................................19
1.24. MICRO ENVIRONMENT............................................................................................... 19 8.1.1.The Company........................................................................................................ 19 8.1.2.The Suppliers........................................................................................................ 19 8.1.3.Marketing Intermediaries......................................................................................19 8.1.4.Customers............................................................................................................. 19 8.1.5.Competitors.......................................................................................................... 19 8.1.6.Publics................................................................................................................... 19 1.25. MACRO ENVIRONMENT.............................................................................................. 21 8.1.7.Demographic Environment....................................................................................21 8.1.8.Economic Environment.......................................................................................... 21 8.1.9.Natural Environment............................................................................................. 21 8.1.10.Technological Environment.................................................................................21 8.1.11.Political Environment........................................................................................... 21 8.1.12.Cultural Environment.......................................................................................... 21 9.BUDGET........................................................................................................ 22 1.26. PRODUCT PRICING ................................................................................................... 22 1.27. FIVE YEARS PROJECTED SALES..................................................................................22 1.28. FIVE YEARS BUSINESS PLAN......................................................................................23 10.CONTROL....................................................................................................24 11.CONCLUSION...............................................................................................25 12.REFERENCES............................................................................................... 26 APPENDIX A - FREQUENTLY ASKED QUESTIONS (FAQS)......................................27 APPENDIX B - ARTICLES....................................................................................29
EXECUTIVE SUMMARY
CleanWell Company is a relatively new company to Pakistan that is going to deal in fast moving consumer goods introducing an innovatory product CleanWell Hand Sanitizer in the market. Emphasized on hygiene issues faced by consumers in their standard norms and conditions, CleanWell Hand Sanitizer will be utilized to get rid of bacteria and viruses anywhere anytime. Any person can manage it easily. This innovatory product in miniature market has especially been planed for the targeted group of consumers who usually have to cope with their hygiene matter in their daily life. They may be university or college students, who are mostly hygiene conscious, household women mostly concern with their childrens health, travelers who find problem regarding availability of any washer during their journey, etc. All in all CleanWell Sanitizer can solve the inconvenience faced by above-mentioned people and plan to provide them a health protector at their reach. This miniature product can be carried out at anyplace where it is needed. It is available in two packs i.e. students pack as it consume less space & economy pack which is price effective & can be bought by any class. Sanitizer - Zero germs instantly!!
we could achieve our targeted sale for CleanWell Hand Sanitizer, as it will be available in two sizes i.e. student pack & economy pack.
Manufacturer
Reckitt Benckiser Unknown Origin Cuticura Labs, Corp (USA) Pfizer Dial Corporation (USA)
Quantity (ml)
50 60 100 236 236
Price
145 115 140 325 325
Price/ml
2.41 1.91 1.4 1.38 1.38
CleanWell Hand Sanitizer - Zero germs instantly!! On the contrary we will keep an eye on future & must have to keep in mind some strategies to combat our future competitors who can enter the market.
3. SWOC ANALYSIS
The SWOT analysis covers strength, weaknesses, opportunities and Challenges. Strengths and weaknesses are generally internal attributes, which we can address by changing our business. Opportunities and Challenges are generally external.
1.6. STRENGTHS
Alcohol Free formula won't dry out hands or irritate your skin Kills harmful bacteria and germs within seconds! Gentle enough for frequent use when soap and water are not available Safe for use on hands with nail-polish because it's alcohol free Non-sticky, non-greasy formula that feels as natural as water Cheap skilled labor
1.7. WEAKNESSES
Limited market coverage. Higher price consumer good
1.8. OPPORTUNITIES
Untapped market with little competition First product to introduce spray Gradual market expansion Hygiene Awareness among masses Unhygienic conditions
1.9. CHALLENGES
Political situation of the country is instable. Economic indicators are unpredictable. Competitors may also launch sprays Cheap copies will jump into competitive arena soon after. CleanWell Hand Sanitizer - Zero germs instantly!!
This section defines the objectives targeted at capturing the market in order to cater to all the goals stated above. We, at CleanWell, realize that we will encounter a number of issues in this course. Following are the details of the particular objectives and issues involved in achieving them:
1.12.
ADVERTISING AWARENESS
As discussed in the previous section, the target market is a class of people who are health as well as image conscious. Therefore, the product design and packaging are modern, sleek and trendy. The objective of the advertising would be to inform the target customers about the products availability. It would further ensure that it succeeds in convincing the customers that this product is their need because they place great value on healthy living as the contrary could be life threatening. Once the well-off, image conscious class adopts the product the rest will follow. However, the challenge for CleanWell is to ensure increase in cliental while sustaining the class that wants to stand out in crowds. Therefore, the advertising techniques must ensure that CleanWell succeeds in establishing and sustaining a glamorous image and above all securing an essential place in the lives of the customers. Further more, the target groups for advertising will be children, youngsters and elders alike. CleanWell realizes that all sections of society have the power to inspire a buy. Thus, it is crucial that advertising strategies cater to all age groups.
1.13.
PRODUCT PLACEMENT
The product will be provided in all buying centers situated in localities of the target customers. Therefore, the product will be available in the major shopping malls and super markets, health and medical centers, hospitals and air ports.
5. MARKETING STRATEGY
For those of us in workplace, in hospitals, schools or working with the public on a daily basis, proper hand hygiene is very important. That is why additional and effective measures to fight germs are necessary to prevent the spread of germs and viruses. CleanWell Hand Sanitizer is available initially only in wipes but later it will be in a variety of sizes and dispensing formats to ensure that you can disinfect your hands any time, any place. Such as keeping a small 60ml bottle of CleanWell Sanitizer in your pocket or purse is peace-of-mind for people who cant curtail their daily encounters with the public. If you travel, pack the 60ml travel size bottle and wipes. They are compact and wont take up much room in your luggage. For extra care, use CleanWell Sanitizer before eating meals on the run, after sneezing, before and after changing a babys diaper, after grocery shopping, after taking public transportation or any time soap and water are not available. It's gentle on hands and won't dry out your skin. Good hand hygiene is easy Refresh and Disinfect all in CleanWell hand sanitizer.
1.14. MISSION
Our aspiration is to supply reliable, trustworthy and hygienic product because our consumers good health is our foremost motive. We want our clients to be aware of sanitized products and we can confidently say that our product assures security to their health. We are delivering even higher value to our consumers so we focus on the benefits of our consumers through which we can reach to apex.
during their traveling. This product is used by upper and middle classes due to its price and can be used by person of any age group.
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Target Market
Urban Young School /College /University Going Girls / Boys (within the age bracket of 12 24 yrs)
Urban Doctors / ParaMedical Staff (of every age group) Strong antibacterial Spray Hand Sanitizer.
Product (Premium Quality product to build brand equity) Price (Adequately price product to build market share) Place (Wide distribution channels facilitating availability of product to target consumers in order to increase product usage and repeat purchases )
Middle
Middle
Middle
Middle
All Shopping Stores / Malls at major locations and stores located at Airports.
All Shopping Stores / Malls at key locations especially stores located near major public and private educational institutes.
All Shopping Stores / Malls at key locations and pharmaceutic al shops located near or at major hospitals and dispensaries.
Stress price, hygiene benefits, easy to find. Use larger media, perhaps national newspaper ads, Hoardings, Billboards, local media.
Stress price and practicality. Use larger media, perhaps national newspaper ads, Hoardings, Billboards, local media and awareness amongst students through product promotional programs at schools /colleges / universities.
Stress quality, simplicity, good results. Use local media, national newspape r ads, Hoardings, Billboards and some renowned business magazines .
Stress practicality, exercise benefits, environmenta l advantages, and hygiene benefits. Local media, personal selling and visits to hospitals by sales representativ 12 es.
As we introduce an innovative product, proper marketing is our basic requirement. Different means of media is the best way for its proper marketing. Advertisements through newspapers, magazines, signboards, and hoardings with appealing sketches and depictions regarding the product and availability of the product at all the retailers shop could assure to be a supporting key to success.
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6. ACTION PROGRAMS
1.21. DIVERSIFICATION
CleanWell is using diversification to increase companys sales and profits. Manufacturing in Pakistan and distributing CleanWell will create a new market. It seems to be a potential market as people here are gaining knowledge and becoming more aware.
Currently it is only launched in Karachi, Lahore and Islamabad but later we will also expand our product to other cities of Pakistan and then will also introduce to international markets as well. With this we can also capture new geographic markets. CleanWell Hand Sanitizer - Zero germs instantly!!
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Description
Meet with Department Directors to promote plan including production of free sample sachets and cost implications.
Person Responsible
Product Management Team Product Manager in coordination with Manager/Training & Dev HRM Group Product Manager in coordination with Manager/Training & Dev HRM Group. Manager Supply Chain Management Assistant Product Manager
Completi on Date
01.05.2009
10.05.2009 To 17.05.2009
b)
Conduct Training Sessions for marketing field staff for product promotional programs at schools, colleges and universities.
10.05.2009 To 17.05.2009
c)
d)
Meeting with IBL representatives major FMCG Distributor for distribution and placement of product at all major locations. Finalization of audio / visual tapes with interesting stories about the product for school children. Meeting with Manager Advertising Orient Maccain for designing the television Commercial of the product. Finalization of media placement plan outlining where and when ads will run for an advertising campaign. Meet with vendors to design Billboards and hoardings. Finalization of Billboards and Hoardings content and display. Arrange for advertising in all local newspapers and few renowned business magazines.
18.05.2009
20.05.2009
e)
f)
Product Management Team Marketing Director Assistant Product Manager Product Manager
21.05.2009
25.05.2009
g)
h) i)
30.05.2009 10.06.2009
j)
15.06.2009
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k)
Airing of TV Commercials, Radio Commercial, Display of Billboards and panaflexes at major locations and advertisements in newspapers.
30.06.2009
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Lahore
Deltons Pace H. Karim Baksh Al-Fatah The Fortress
Islamabad
Jinnah Super Best Price Super Market Euro Market Harnolds The Mall
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8. ENVIRONMENT
1.24. MICRO ENVIRONMENT
8.1.1. The Company
CleanWell Hand Sanitizer is basically an SBU (Separate Business Unit) of CleanWell Company. The manufacturing department has planned to manufacture CleanWell locally and the marketing department has extensive marketing plans.
8.1.2.
The Suppliers
The prime ingredients and the bottles come from different Chemical suppliers around the world; the bottles will be filled and packed locally.
8.1.3.
Marketing Intermediaries
Different retailers do the distribution of CleanWell. Orient Ad Agency will play a major part in the promotion of CleanWell.
8.1.4.
Customers
Consumer Market: Individuals and household both consume CleanWell equally. Reseller Market: It includes retailers, wholesalers and distributing agencies. There is a wide scope as CleanWell is been distributed in Karachi, Lahore and Islamabad. Government Market: One of the government agencies has show interest in buying our range in order to create awareness among people of the rural areas about hand hygiene
8.1.5.
Competitors
Currently there are only few companies with hand sanitizer products in the market. The products available are all gel based giving CleanWell a competitive advantage over them.
8.1.6.
Publics
Media Publics: TV commercials, magazines and radio ads are the main advertising media.
CleanWell Hand Sanitizer 19
Government Publics: The Company is liable to pay 15% sales tax and 12% excise duty to the government. General Publics: People have liked and responded positively about CleanWell.
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8.1.8.
Economic Environment
The Economic environment of the country is unpredictable and current price hike of consumer goods have changed the market standing of different products. The economic decision can not be very conclusive in this environment
8.1.9.
Natural Environment
Places like Karachi where the environment is naturally dusty and other urban centers where pollution is high. This product will attract a lot of health conscious people.
8.1.10.
Technological Environment
Pakistan is a neighboring country to China and machinery can be imported easily and labor can be trained by sending them to China.
8.1.11.
Political Environment
Political environment is unfortunately very instable and Pakistan is currently marked as Red Zone under the global stability indicators.
8.1.12.
Cultural Environment
As Islam focuses very much on personal hygiene and health, washing hands before and after every meal is a must. So, when washing facilities are not available CleanWell can be used to make hands clean. We can also use the fact that we are the only non-Alcoholic product in the market and Islam forbids use of alcoholic products.
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9. BUDGET
1.26. PRODUCT PRICING
Attribute Quantity Price (Rs.) No. of Sprays Price/ml Price/Spray (Rs.) Student Pack 30 ml 100 235+ 3.33 0.42 Economy Pack 177 ml 325 1350+ 1.83 0.24
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50,000 50,000 200,000 1,000,000 100,000 200,000 1,524,000 50,000 3,174,000 151,000 (79,250) 71,750
25,000 25,000 100,000 500,000 100,000 500,000 2,286,000 50,000 3,586,000 414,000 (28,000) 386,000
25,000 25,000 100,000 800,000 50,000 100,000 3,061,800 50,000 4,211,800 1,738,200 (111,400) 1,626,800
25,000 25,000 100,000 300,000 50,000 100,000 3,737,340 50,000 4,387,340 2,462,660 (230,195) 2,232,465
25,000 25,000 100,000 200,000 50,000 100,000 4,421,142 50,000 4,971,142 3,128,858 (299,679) 2,829,180
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10. CONTROL
Control involves measurement, evaluation, and monitoring. Resources are scarce and costly so it is important to control marketing plans. Control involves setting standards. We will than compare actual progress against the standards. Corrective action (if any) will be taken. If corrective action is taken, an investigation will also need to be undertaken to establish precisely why the difference occurred. We will follow the following approaches to control: Quarterly Market share analysis Semi Annual Sales analysis Regular Quality controls Budgets Continuous Marketing research Customer feedback through satisfaction surveys Sales per thousand customers, per factory, by segment Location of buyers and potential buyers Performance of any promotional activities Market reaction/acceptance to pricing polices Monitoring Service levels
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11. CONCLUSION
CleanWell is a new product concept in Pakistan with its health care formula, which is a dire need in Pakistan. The health concern departments of Pakistan are continuously finding ways for making environment clean, healthy and germs free. Many common viruses and bacteria, especially those causing colds and flu, are transmitted from the hands to the eyes, nose and mouth, which causes the infection. Clean hands can reduce the spread of infections. The old adage of "wash your hands" is still true. However, now there is a new way to clean your hands without soap and water. Which is a hand sanitizer, and which is launched by us, which requires no water, no soap and kills 99.9% of the most common germs that cause illness, and also kills bacteria. When hands are not visibly soiled, hand sanitizer gels are now recommended for hospital staff instead of hand washing. These are also beneficial for students, household women, and children and in traveling, when soap and water is not available. Not only are gels more accessible than sinks, but also they act faster and kill more microorganisms. Hand Sanitizers require less time, and they're less irritating and drying to the skin than soap and water. Currently CleanWell Hand Sanitizer is only launched in three cities of Pakistan i.e. Karachi, Lahore and Islamabad in different grocery and super stores with reasonable prices. Later we will be introducing our product to other cities of Pakistan as well. Hand Sanitizers are not meant to remove visible dirt, so you still need to wash up when your hands are dirty. But we hope that our product will represent a revolution in hand hygiene, as it is more effective than soap in reducing germs on hands. CleanWell Hand Sanitizer - Zero germs instantly!!
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12. REFERENCES
Hand hygiene [Online] http://winhealth.co.uk/Hand%20hygiene.htm [Accessed on April 3] Alcohol-free hand sanitizer foam [Online] http://homehealthdelivery.com/sanitizer.html [Accessed on April 3] Alcohol-free anti bacterial sanitizer [Online] http://waterjourney.com/ [Accessed on April 4] Alcohol-free hand sanitizers [Online] http://findarticles.com/p/articles/mi_hb3496/is_200002/ai_n8288217 [Accessed on April 6] Hand sanitizers [Online] http://www.alibaba.com/productsearch/Hand_Sanitizer.html [Accessed on April 8] One step hand sanitizer [Online] http://www.onestepsani.com [Accessed on April 10] CleanWell Hand Sanitizer - Zero germs instantly!!
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or production) and distribution is in accordance to Health Canada guidelines. All aspects are under regular surveillance/monitoring by Health Canada.
10. ARE CleanWell PRODUCTS CRUELTY FREE? CleanWell hand sanitizer is not tested on animals and does not contain any animal products or by-products. 11. CAN I RECYCLE CleanWell BOTTLES? CleanWell products are packaged in recyclable bottles and can be recycled where facilities exist. 12. WHAT IS BENZALKONIUM CHLORIDE? Benzalkonium Chloride is an alcohol free active ingredient that has been used and trusted in hospitals for over 25 years. Benzalkonium Chloride is clinically proven to kill 99.9% of most common disease-causing germs within seconds. CleanWell Hand Sanitizer - Zero germs instantly!!
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APPENDIX B - ARTICLES
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