Principles of Marketing Report on MARKETING PLAN ON SEPNIL INSTANT hand sanitizer Submitted To: Ms. Nausheen Rahman Associate Professor, Department of Finance, University of Dhaka Date of Submission: 25 May, 2013 Submitted By: Group # 08 Serial No. | Name| ID| Remarks| 01. | Sanjida Rahman Liza| 18-010| | 02. | Jannatul Naima| 18-065| | 03. | Rahima Nazat Ara| 18-074| | 04. | Fowziah Nahid Priya| 18-096| | 05. | Nihad Ibna Matin | 18-125| | 06. | Hamida Akter Hira| 18-146| | 07. | Sneharthi Ghosh| 18-152| | 08| Shahanaz Parvin| 18-259| | Section: A B.
B. A 18th Batch Department of Finance University of Dhaka LETTER OF TRANSMITTAL 25 May, 2013 Ms. Nausheen Rahman Associate Professor Department of Finance University of Dhaka Subject: Submission of report on “Marketing plan on sepnil instant hand sanitizer” Dear Madam, We are obliged to submit the report entitled “Marketing plan on sepnil instant hand sanitizer”, as a partial requirement of the course “Principles of Marketing” under your instruction. This report highlights the factors marketers must consider when setting marketing strategies and when preparing plan for their products.
To prepare this report we have tried to implement our theoretical knowledge with practical experiences. . We are extremely grateful to you for your valuable guidance, diligent effort & inspiring words. We have tried our best to follow your instructions, schedule and discipline obediently. Sincerely, Sanjida Rahman Liza On behalf of the group members Section- A BBA 18th Batch Department of Finance University of Dhaka TABLE OF CONTENTS Acknowledgement We express our thanks to our dear course teacher Ms. Nausheen Rahman for assigning us a report dealing with real impacts of marketing strategies.
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U Drive Transport (UDT) is headquartered in Chicago and is a car sharing business located in over 20 major city centers and employees over 500 people. UDT serves densely populated urban areas where consumers tend to feel burdened by owning a vehicle. Consumers are able to subscribe to UDT on a yearly basis, anywhere from 2-80 hours per month, or consumers can rent a car for a 2 hour minimum, a ...
In this regard, we would also like to thank ourselves as our good teamwork and successful team spirit. Without cooperation and the support from each other, it would not be possible to prepare such a resourceful report. The presentation of this report is of a great expectation in our BBA program and we are quite happy to submit it. Theoretical knowledge is valued when it is successfully applied in practical scenario. In this respect we found this report a great opportunity to deal with some special concentrations of real world problems when we want to capture market for a product having less demand in the market.
So lastly we would again like to express our heartfelt thanks to our course teacher for providing such scope to gain practical knowledge and enrich our study with realistic implication of knowledge. EXECUTIVE SUMMARY Sepnil Instant Hand Sanitizer is a disinfectant product of Square Toiletries Ltd. It kills 99. 99% germs on our hands without using any water & keeps us safe. We can easily carry it anywhere from home to abroad. In our country, there is no perfect substitute of this product. So this product should have been much more demand. But in reality many of us even don’t know about the existence of it.
For this reason we have selected this product for developing our marketing plan. At first, we have analyzed its current marketing situation and then we have found out the reasons of its having less demand i. e. , high price, targeted toward only one group, less advertisement and promotional activities, less attractive container, no augmented product. We have done a SWOT analysis on this product and then have prepared our objectives and issues. And then, according to the need of our country, we have developed some marketing strategies i. e. market segmentation, target market, market positioning, product strategy, pricing strategy, distribution strategy, marketing communication strategy, marketing research, marketing organization, by adopting which we can increase the demand of this product. Chapter #1: INTRODUCTION OF THE REPORT ORIGIN OF THE REPORT This report is prepared as a fulfillment of partial requirement of the course “Principles of Marketing” . This report is assigned by our course tutor Ms. Nausheen Rahman as a term paper to be submitted on 25th May, 2013. OBJECTIVES OF THE REPORT
The Essay on Branding in Product Marketing
Short explanation of why brands have become a critical issue in product marketingBrand is defined as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting ...
The main purpose of report is to focus on the marketing plan for a existing product facing less demand. This report will enhance our skill and broaden our area of knowledge about the interesting world of marketing. Marketing plan is such type of task that is based more on projections and creativity and it involves lot of effort to be successful. By making this report we will be able to reach to the in-depth of marketing plan that will help to identify our lacking and this will be helpful for our future career. The marketing plan is being made as the requirement of making this report.
METHODOLOGIES OF THE REPORT We have made a working plan, then have made a discussion with all of our group members and our course teacher, made a list of task. Information for the report has been obtained both from primary and secondary sources. LIMITATIONS OF THE REPORT At the time of preparing this report we have faced some limitations such as difficulties in collecting information about the product. We have mainly relied on data collected from websites. Chapter #2: INTROUCTION OF THE COMPANY AND THE PRODUCT SQUARE TOILETRIES LIMITED
Square Toiletries Limited (STL) is the leading Bangladeshi manufacturer of toiletries and cosmetics products operating with over 50 international quality products. STL manufactures and markets a wide array of consumer toiletries products. Currently STL, an ISO 9001:200 certified company, is operating with the trust of Bangladeshi consumers with 18 famous brands. It satisfies the needs of domestic & international consumers through innovative quality products & services using latest technology and by highly motivated skilled employees. General Information about Square Toiletries Ltd Year of Establishment : 1988 * Incorporated as Pvt. Ltd. Company : 28th April, 1994 * Awarded ISO 9001:2000 Certificate : 1998 SEPNIL INSTANT HAND SANITIZER Sepnil is a brand of Square Toiletries Ltd. This brand has two products. One is liquid hand wash and another is hand sanitizer. Our selected product is Sepnil Instant Hand sanitizer. It was introduced by Square Toiletries Ltd. in 2011 Sepnil Instant Hand Sanitizer meets personal healing and cleansing needs. Sepnil Instant Hand Sanitizer ascertains and removes 99. 9% germs.
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Through the marketing mix, businesses use the controllable variables of product, price, place, and promotion to define the firms marketing strategy (Berkowitz, 2011). The companies use these elements to contribute to the businesses marketing of the product, service, or good sold. While developing a product, determining the price, making the product convenient for customers to purchase or access, ...
Components: Ethanol Carbomer Glycerin Polyethylene Glycol TEA Aqua Perfume It is a gel type hand sanitizer. There are two different sizes are available now in the market. They are:- 40 ml priced @ tk. 80 150 ml priced @ tk. 200 Sepnil Instant Hand Sanitizer is ideal to kill 99. 99% of the germs instantly that exists in the hands. Sepnil is unique in its proposition that the dual function of cleaning invisible micro-organisms and healing cuts and grazes makes Sepnil the most effective cleansing agent by far. When people are out of the home or on the travel they don’t have the easy access to water.
They search out for easy solution. The convenient form of this product can ensure protection on the go. It is rinse free and ideal for the family use. Sepnil Instant Hand Sanitizer can be used while we are out on a picnic or shopping at malls or travelling or driving. It also turns out handy after using public utilities or restrooms, interacting with patients, playing with pets etc. Besides eliminating germs in seconds on the hands, it can also moisturize our skin thus leaving hands soft and refreshed. Just by pouring a few drops in hand and rubbing hands together we can get Sepnil’s trusted protection.
WHY HAVE WE SELECTED SEPNIL INSTANT HAND SANITIZER FOR DEVELOPING OUR MARKETING PLAN? From the above introduction of the Sepnil Instant Hand Sanitizer we see that this product is of very useul to us. Besides, no other company in Bangladesh has launched such type of product. Sepnil Instant Hand Sanitizer is only one brand for hand sanitizer in our country now. So it itself is the industry for hand sanitizer in our country. So based on this two criteria this product should have been much more demand and it should be well-going in the market.
But in reality many of us even do not know about its existence. That is the reason why we have selected Sepnil Instant Hand Sanitizer for developing our marketing plan. In the next chapter of our report we have found out the reasons which are acting behind Sepnil Instant Hand sanitizer’s not having expeccted position in the market by analysing its current marketing situation. And then we have suggested marketing strategies by adopting which Sepnil Instant Hand Sanitizer can be positioned in consumers’ mind in a way that will build a profitable customer relationship.
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The Ansoff product-market matrix helps to understand and assess marketing or business development strategy. Any business, or part of a business can choose which strategy to employ, or which mix of strategic options to use. This is one simple way of looking at strategic development options: Each of these strategic options holds different opportunities and downsides for different organizations, so ...
Chapter #3: MARKETING PLAN ON SEPNINIL INSTANT HAND SANITIZER CURRENT MAKETING SITUATION Industry Analysis Sepnil Instant Hand Sanitizer is the only brand in this sector. Square Toiletries Ltd is the sole producer of this product and there exist no other competitors of it in Bangladesh. So, there is no rivalry from existing firms. The factor power of buyer is less influential as there no negotiation scope for buyer for it being a toiletries product. Product Life Cycle Sepnil Hand Sanitizer is a new product. The company launched this product a few yars ago.
So, the product is still staying in its introducing stage. So, the company is getting poor profit from this product sales. As the pproduct has great marketing potentiality, we can hope that it will reach its growth stage rapidly by following proper marketing strategy. Figure:-Position of Sepnil Hand Sanitizer in product lie cycle Market Size and Growth After introducing the product the brand cannot attract a large market share. So, at recent its market size is small. Its sale is increasing but at a slower rate, its growth rate is also very less. Users
The current users of Sepnil Instant Hand Sanitizer are mainly professionals,students,medical users. Review of Competitor As there is no other hand sanitizer proucing company in Bangladesh. So, there is no need to analyse marketing strategy and of competiting products. Review of Distribution Sepnil hand sanitizer is currently distributed through a network of superstore, non-store retailers, pharmacy in the market. These channels are: Superstores: Sepnil hand sanitizer is currently being found in different super stores like Shwapno, Agora, Almas etc.
Pharmacy: Sepnil hand sanitizer is found in different pharmacy. Online Retailers: Online retailers like easybazar. com, torkari. com, cellbazar. com carry sepnil hand sanitizer. Communication Strategy Sepnil Instant Hand Sanitizer Corporate Campaign Sepnil Instant Hand Sanitizer is ideal to kill 99. 99% of the germs instantly that exists in the hands. When people especially corporate people are out of the home or on the travel they don’t have the easy access to water. They search out for easy solution that goes with their life style.
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Executive summary By early 1988, Augustine Medical executives were actively engaged in finalizing and marketing the program for the patient warming system named Bair Hugger Patient Warming System. The principal question yet to be resolved was how to price this system. Several considerations are required in terms of organizational objectives, demand for the product, customer value perception, buyer ...
Following this requirement Sepnil instant hand sanitizer has been promoted among the different prominent corporate houses such as SCB, HSBC, BRAC Bank, City Cell, and Airtel etc. Under this activation around 2000 corporate executives had opportunity to use & test the product before having foods. Beside free product experiences, they have been offered to buy the product at a promotional rate while leaflets enriched with hand hygiene information were also provided. POSITION OF SEPNIL INSTANT HAND SANITIZER BCG Matrix
Sepnil Instant Hand Sanitizer is the brand that is in question mark position now in BCG Matrix and requires much closer consideration. It holds low market share in fast growing markets consuming large amount of cash. It has potential to gain market share and become a star, which would later become cash cow. Question marks do not always succeed and even after large amount of investments they struggle to gain market share and eventually become dogs. Therefore, they require very close consideration to decide if they are worth investing in or not. SWOT ANALYSIS
SWOT analysis is an analysis of an organization’s strength, weakness, opportunities and trends. A company must indentify its strength, weakness, opportunities, threats. The SEPNIL HAND SENITIZER has several powerful strengths on which to built, but there major weakness is lack of brand awareness and image. The major opportunity is an increase in need for hand sanitizer in the personal care market. They also face the threat of intense competition downward pressure on pricing and also slow market growth. The following table summarizes the main strength weakness, opportunities and threats facing by SEPNIL HAND SANITIZER.
STRENGTHS * Strong brand image * Innovative product * Ease of availability * Recommended by doctors * Niche marketing| WEAKNESS * Lack of brand awareness & image * Limited brand recall * Not reached in the rural area * Initial high price| OPPORTUNITIES * Introducing a sanitizer for economy class * An increase in need for hand sanitizer * Possibility of capturing personal care market| THREATS * Intense competition * Slow market growth * Downward pressure on pricing | Strengths Strengths are any activities which an organization does well or any unique resources that it has.
The Essay on Hand Sanitizer 2 Hands Boys Todd
Max was a ten-year old energetic, sandy blond-headed boy who lived on a 1, 000 acre cattle ranch. Max best friend Todd, who lived down the road, had red hair and freckles on his face. The boys did everything together. That morning before lunch they had already completed their chores of feeding the horses, dogs and cats and mucking the horse stalls. They had also been fishing, but first they had to ...
Thus strengths are internal capabilities that can help the company reach its objectives . Sepnil hand sanitizer can build on the following strengths: 1. Strong brand image: As we know sepnil hand sanitizer is a product of Sqare Toiletries Ltd. which gives the product a powerful brand image. 2. Innovative product: Sepnil hand sanitizer does not require water to use along with it. It is also portable to carry. This innovative feature gives the user the opportunities to use it instantly when needed in any place. 3. Proper distribution channel & brand presence:
The hand sanitizer is distributed through a established channel so that consumers for whom it is in the market can get the product with less effort. 4. Advertising & visibility: When it was introduced in the market initially it was advertised heavily to inform the potential buyer. The buyer can see touch & use the product before buying. Also they can read out the ingredient on the labeling of the product when buying the product. 5. Ease of availability: The sepnil hand sanitizer can be collected from any nearby dispensary shop. Also it can be found in the convenience grocery shop. 6. Potential large target market:
When the company planned to launch a product like hand sanitizer , it assumed a highly potential market as it is a necessary product for a healthy life for all type of buyers. 7. Reccomended by doctors: Nowadays doctors also recommend & advise their patient & their families to use such instant cleaning product before eating ,feeding ,cooking ,after returning home from outside, after handshake, in the workplace, school. So we can easily observe the necessity of hand sanitizer in our daily life. Today’s polluted environment also calls us for using such a product. It prevents flu , dangerous infection , cold , others disease. . Niche marketing: Niche marketing is a market coverage strategy which a firm goes after a large share of a small market. As hand sanitizer market has not developed in our country, sepnil aims at serving a small segment of personal care market but capturing the large share of that market. Weakness Weakness are the internal elements that may interfere with the company’s ability to reach its objectives . so any activities an organization does not do well or resources it needs but does not possess . every concern has some weakness . Sepnil has learned from others success & mistakes of others.
Nonetheless, sepnil has the following weakness: 1. Lack of awareness: Many people still don’t have any idea about its need, function, importance . The product is not so demanded as it should be. 2. Initial high price: Sepnil hand sanitizer was very costly given the average purchasing capacity of the people of our country. Eventually, now it costs 80 taka to buy a 40 ml. sepnil hand sanitizer which is almost double than other hand sanitizers available in the market. 3. Limited brand recall : One of the weaknesses of sepnil hand sanitizer is its limited brand recall compared to few others brands. 4.
Massive expenditure for promotional activities: When a product has incurred much expense to promote itself, it is likely that the profit earned by the product will be lower in the first several years to cover the excess expense. This is an indicator of weakness. 5. Not reached in the rural area: Still in the rural & undeveloped area people are not fully aware of such product like this which can be used instantly when in need of cleaning hands. Opportunities: Opportunities are external elements that the company may be able to exploit to its advantage. Thus , opportunities are positive trends in external environment factors.
These can be stated as follows: 1. An increased need for hand sanitizer : Day by day people are becoming conscious about their healthy living and health protection. They are realizing that prevention is better than cure. So they want product like hand sanitizer to keep them healthy & disease-free. 2. Making available as sanitizer vending machines at air port & food points: If the company can introduce the sanitizer vending machine in the airport ,market, food corner then it will be heavily useful & beneficial for consumers. 3. Introducing a sanitizer for economy class:
If the company can introduce the sanitizer of economy pack or reduce its price to lower then consumer will buy the product more than before. 4. Possibility of capturing personal market: If the company can create more awareness among the people about the necessity of hand sanitizer through more promotional activities then it can capture more share of personal market building more concern buyer. Threats Threats are current emerging external elements that may possibly challenge the company’s performance . So they can be defined negative trends in external environmental factors.
Some of the negative trends for sepnil hand sanitizer are discussed bellow 1. Intense competition: The product operates in a highly competitive business environment & faces intense competition from growing number of competitors, many of which have strong brand equity like dettole, lifebuoy, purel , safetec, CVs pharmacy, germ X. 2. Substitute such as handwash , soaps: It can be substitute for handwashes , soaps for cleaning hands which can reduce its market share. 3 . Slow market growth: After introduction in the market ,its growth is not satisfactory. 4. Downward pressure on pricing:
Increased competition & market share strategies are pushing sepnil hand sanitizer’s price down. . Reasons of having less demand High price: Sepnil hand sanitizers’ price is relatively high. So buyers are not much interested in buying this product. Targeted toward only one group: This product is targeted toward only professionals. Less advertisement & promotional activities: Much advertisement and promotional activities have not been done for this product. So still this product is unfamiliar to a lot of people. Less attractive container: At present sepnil hand sanitizer is only found in only jar which is not much attractive.
It is not found in pouch pack. Less conscious about health: Many people have little knowledge about health related matter or they are illiterate. No augmented product: For this product, there is no augmented service; such as after sale service, installation service, warranty service or any telephone number when customers face any problem after using it. Non-availability: Even some people want to buy it, they can’t as it is available in only some places ————————————————- Top of Form Bottom of Form MARKETING STRATEGIES How to reach a product to the final consumers is depended on some factors.
Company must go through some stages to * Develop the existing product * Make the product known to consumers * Make the product more preferred than that of competitors. Marketing strategy containing some strategies provides development plan for the existing product of a company. Here marketing strategy for Sepnil Instant Hand Sanitizer also does the same. Market Segmentation Sepnil’s market consists of consumers and business users who need to be healthy, fresh, well and continue their work swiftly. Specific segments being targeted until this time include professionals ,medical users, &entrepreneurs.
The following table shows the needs of consumer segments. Targeted Segment| Customer Need| Corresponding Feature/Benefit| Professionals| 1. Easy to carry on. 2. To get all benefits in one swiftly. | 1. Its packets can easily be carried on. 2. Without using water,it can wash hands. | Students| 1. To take meal within few minutes. 2. To keep fresh,healthy,germ free. | 1. It washes hands within few seconds. 2. It destroys 99. 9% germs of our hands. | Housewives| 1. To get easy solution for germ free hands during daily works. 2. To keep her family healthy. | 1. It works within few seconds without water. 2. It destroys 99. 9% germs. Medical Users| 1. To keep germfree doctors & patients. | 1. It destroys 99. 9% germs instantly. | target market Our targets are the students & professionals who stay on the move from home to abroad & carry those things which they need mostly convenient to carry. This segment consists of more than 6 billion people. To reach sepnil to that segment, we have developed marketing plan. Positioning Strategy A positioning built on meaningful differences, supported by appropriate strategy & implementation, can help the company build competitive advantage. Here we selected a positioning strategy based on possible value proposition.
Same For Less This can be a powerful value proposition. The price of Sepnil is Tk. 80. 00( 40 ml) and Tk. 200. 00(150ml).
So we can sell Sepnil with the same benefit at a lower price such as: Tk. 70. 00 for Sepnil(40ml) and Tk. 180. 00( ml) . Using less price for same quality positioning, we can make a strong positioning for Sepnil. Developing A Positioning Statement Positioning statement summarizes company or brand positioning. Positioning statement for Sepnil hand sanitizer is, “To students & professionals who need to stay busy from home to abroad, Sepnil Hand Sanitizer is the disinfectant that keeps your hands purified and hygienic with lowery smell without using water. ” With this positioning statement, whole positioning is summed up. This also provides every information about the product. It takes this form: To(target segment & need) : students & professionals who need to stay busy from home to abroad Our(product) : Sepnil Hand Sanitizer Is(concept) : the disinfectant That (point-of-difference) : that keeps your hands purified and hygienic with flowery smell without using water Product Strategy
Under this section, product form is described. Here we have to think about Sepnil in three levels: Figure: Three levels of product Core Benefit The most basic level of Sepnil which addresses “what is the buyer really buying? ” The problem solving benefit of Sepnil is, * it disinfect users hand without any water & leaves it clean & hygienic * easy to carry, * can be used anywhere, anytime. Actual Product * Brand Name Sepnil name is already established for its hand wash. Furthermore, it is a brand of Square Toiletries Limited. * Quality We will improve its quality by producing non-alcoholic version by using less ethanol As a result there will be no risk for fire accident as the sanitizer will be non-flammable. In addition the Muslims will use it undoubtedly. * Feature Sepnil Hand Sanitizer is now available only in gel type. We will introduce dierent versions like the followings, * liquid * cream * lotion * spray foam We will add different cent and perfume to it like * aloe * rose We will add vitamin E to it so that it can provide more moisture. * Design and Packaging We will bring the new versions in newly designed and packaged container so that it can easily attract users.
For example, spray pen (we can carry it always in our bag. We bet you didn’t know that the keyboard people use each day at office is teeming with bacteria. Tests show that it’s five times dirtier than your toilet seat. By carrying Sepnil Instant Hand Sanitizer in your bag to office and steer clear of germs and bacteria) * travel size bottle * container designed for children * wipe pack Container for children Wipe pack Spray pen Travel size bottle Augmented Product We will provide consumer benefits and services in the following ways Delivery service We will provide home delivery services through the online retail shops like, * cellbazar. com * easybaza. com * torkari. com * Free Installation Services We will provide free installation services for sepnil instant hand sanitizer machines in corporate offices. In these machines there is no need to touch. We will just place our hand in the fixed place of the machine and then sanitizer will be dropped from the machine. Figures: Machines * After Sale Service and Promotion * We will provide toll free services if users ace any problems after using it. We will give reward I anybody can prove that it can’t kill 99. 99% germs of hands Pricing Strategy Pricing strategies for products or services encompass three main ways to improve profits.
These are that the business owner can cut costs or sell more, or find more profit with a better pricing strategy. When costs are already at their lowest and sales are hard to find, adopting a better pricing strategy is a key option to stay viable. To develop a pricing strategy, the first step is to gather data: * Competitor prices and pricing strategies * Customer perception of products and services Customer benefits of products and services * Cost of producing, procuring, or generating products and services (variable costs) * Fixed business costs (overhead) Then we have to choose proper pricing strategy. Here we cannot change sepnil’s basic price, but can adjust the price using the following strategies, Discount * Cash discount: If consumers buy 2 units of 200 ml hand sanitizer at a time they will get 5 % off. * Quantity discount: If customers purchase in bulk i. e. , at least 250 units they will be provided 8 more units free. Promotional Pricing * With one unit of 300 ml , 1 unit of 20 ml free
Product Form Pricing Here different versions of product are priced differently. We can introduce a smaller form of Sepnil sanitizer like 60ml, at a cheaper price. That will provide a convenient package of Sepnil to all the segments. Product Line Pricing Under this approach, price is based on cost differences between the products, customer evaluations of different features & competitors’ prices. Introducing new lotion, liquid, spray, cream versions, we can charge different prices for different versions. Customers will have choices to choose among different forms. Premium or Prestige Pricing
This pricing is done or some premium and high quality version. Our justification for this pricing will be opinion leaders’ (doctor) influence on target market on the purchase of our product as a scientific and medicated recommendation. Psychological Pricing Under this approach customer will respond to an emotional rather than rational basis. For example, price point perspective (PPP) tk. 99 instead of tk. 100 for 60 ml. Product Bundle Pricing Here combined several versions are priced in the same package, such as 150 ml is solely priced at tk. 200 and 40 ml. at tk. 80.
But if consumers buy these combindly they will be priced at tk. 250. 1. {“fn”:”zchtpricesegment. jpg”,”id”:”wt8v_pDkQgE-xM:”,”is”:”500 \u0026#215; 271″,”isu”:”yorku. ca”,”ity”:”jpg”,”msm”:”??? ??? “,”msu”:”/search? q=segmented+pricing\u0026sa=X\u0026rlz=1W1ADFA_enBD485\u0026biw=1024\u0026bih=590\u0026tbm=isch\u0026tbs=simg:CAQSEgnC3y_1-kORCASHroXt8Cqbhfw”,”s”:”\u003Cb\u003ESegmented Pricing\u003C/b\u003E”,”sc”:1,”si”:”/search? q=segmented+pricing\u0026sa=X\u0026rlz=1W1ADFA_enBD485\u0026biw=1024\u0026bih=590\u0026tbm=isch\u0026tbs=simg:CAESEgnC3y_1-kORCASHroXt8Cqbhfw”,”sm”:”??? ????? “,”th”:165,”tu”:”http://t3. gstatic. om/images? q=tbn:ANd9GcTda9hevyEJsiosewH81tdvNN60mPWsSbwSnZgvofXGhPaZT61pMA”,”tw”:305} Distribution Strategy Strategic distribution is a competitive advantage that accrues generally from the configuration of a distribution network (who, what, where, when) and, more specifically, from the selection of partners (i. e. middlemen) who intermediate between the company and by decisions on the number and type of customer interfaces. That is, order entry points (where and how orders are placed) and fulfillment nodes (where and how customers obtain finished goods).
Figure: Distribution Strategy of Sepnil Hand Sanitizer
We can reach Sepnil using the ollowing distribution channels: Direct/Internet: Selling through our own e-commerce website. That means www. squaretoiletriesltd. com. Direct/Sales Team: One or more sales teams that we can employ directly. We may use multiple teams that specialize in different products or customer segments. Direct/Catalog: Selling through our own catalog. Retail: Retailers can sell Sepnil directly to end-users via a physical store, a website or a catalog. Wholesaler/Distributor: Wholesalers that buy products in bulk from us and then resells smaller volumes to resellers or retailers can be very good supplier of Sepnil.
Value-Added Reseller (VAR): A VAR works with end-users to provide customers’ solutions that may include Sepnil & can supply it to the customers. Consultant: A consultant develops relationships with companies and provides various types of services; they may recommend Sepnil or simply purchase it to deliver a solution to their client. Dealer: A company or person who buys inventory from either a manufacturer or a distributor, then resells it to an end-user can easily supply Sepnil. Sales Agent/Manufacturer’s Rep: We can outsource our sales function to a company that can sell Sepnil to a group of similar customers in a specific territory.
Marketing Communication Strategy Today market has become very competitive. Marketers are beginning to understand that their brands live in the connections and that they must seize the opportunity and create a powerful content strategy to deliver the right message to the right audience in the right place. Today, the new point of difference for our product will come from merging the quest for profit with brand purpose. It is critical to architect an effective integrated marketing communications plan for Sepnil that delivers clear, consistent and compelling messages.
We must explore new methods to leverage all elements of the communication mix—including advertising, sales promotion, PR, direct marketing, search, Web and social media—into a single, cohesive, holistic approach. By integrating all messages in all media, we will reinforce the brand name & the main points of product differentiation,especially our exclusive voice recognition feature. Figure: Marketing Communication Strategy Advertising This is the mass media method of marketing communication and provides exposure to the largest, most geographically dispersed audience at the lowest cost per head.
That being said, advertising costs can add up quickly with mediums like television, radio and even online advertising which can be prohibitively expensive for many businesses. Other traditional forms of paid advertising include newspapers and magazines, the Yellow Pages, billboards, signs and posters. As well, advertising on buses, benches, gas pumps and even public restrooms is in vogue today. Basically, any medium which provides an opportunity to target “eyes and/or ears” can be a venue for advertising & we can use them to advertise Sepnil. Sales Promotion
This is the last traditional component of the marketing communication mix that is discussed here as part of the marketing communication process. Sales promotion simply refers to purchase incentives that we provide our customer with. These can assume a number of forms including offering free goods or services, coupons and vouchers, gifts and prizes, discounts, samples, financial incentives, charitable promotions and any other value-add over and above our standard product or services. Here we can provide Sepnil at a discount, can supply them to doctors, surgeons & some other professionals as a gift.
That will create a relationship with them & through them with others. Direct Marketing This marketing communication competency enables companies to reach out directly to consumers without intermediary channels such as those required for advertising. This component of the marketing communication process includes direct mail, catalogs, coupons and inserts, telemarketing, online marketing and television infomercials. Done correctly, Direct Marketing is extremely effective in the long run and allows for a targeted marketing approach to specific consumers to create valuable lasting relationships. We also can marketing Sepnil directly.
We can contact with our target market direct mail, telemarketing, online marketing etc. & reach the product to them. Public Relations This refers to how we handle our relationships and the flow of information with our various “publics” or the people who have a stake in or are affected by our business. This includes the general public, consumers, shareholders, employees, partners, competitors and the government. We have to provide sufficient information about Sepnil with our target market & other stakeholders. We also have to reintroduce the product with a new idea that will make sure about the quality of the product.
Personal Selling This is the most dreaded as well as the most expensive of all methods in the marketing communication process. It can be one of the most rewarding aspects of the marketing process, both personally and professionally. Just as with traditional marketing, successful selling begins and ends with the customer. The whole objective is to ascertain needs and create the best solution for customers. Along the way we build relationships and continue to gather information about how we can better serve customers which is our reason for being in business in the first place.
Marketing Research Using research, we can identify the specific features & benefits that our target market segments value. For this, we must go through two steps: * Make a focus group discussion on the market * Develop new ideas about the product. Focus Group Discussion A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.
Here we also have conducted a research on some students who already have used Sepnil hand sanitizer. Figure: Focus Group Discussion ACTION PROGRAM We will carry out our marketing strategy through a variety of scheduled programs: * June: In this month, we can arrange a fair called “SQUARE TOILETRIES FAIR” comprising all products of SQURE TOILETRIES. By that way, when customers will come to see all products, this unfamiliar product, SEPNIL HAND SANITIZER, shall be noticed by them. Then they will be curious about the product, they use that firstly & will be influenced by its smell.
Then buy that. * July: In this month, National Tree Plantation Campaign, 13 will be sponsored by Sepnil brand to create the social publicity among people. By using the name of Sepnil Sanitizer 100,000 tree plants will be distributed to people to make them aware about importance of tree in our life. Mr. Amirul Alom will manage the project at planned budget of Tk. 1. 5 million and it will continue to the end of the August. * August: As this is the sacred month of Eid- Ul –Fitar ,the greatest religious festival of Muslims, reward packages will be announced for the distributors and retailers .
Different types of gift items with the logo of Sepnil Sanitizer, like: T-shirts, calendar, hand watch, umbrella, key ring, souvenir etc will be given to them to implement the marketing strategy successfully. This process will be motivating. Mr. Bapon Kumar Roy will be responsible for these activities at a planned cost of Tk. 1. 8 million. * September: Free advising campaign against germ will be held by Sepnil Sanitizer. The campaign will be directed in large super stores and shopping malls of Dhaka, Chittagong, Rajshahi.
Free product distribution campaign will be held in every renown shopping malls of Dhaka, Chittagong and Rajshahi and at every well known school and colleges. Figures: Pictures that will be shown at campaign against germ BUDGET Budget is the plan of an organization which is expressed numerically. Budgets serve two main purposes. One is to project profitability and the other is to help managers plan for expenditures, scheduling, and operations related to each action program. We would make a budget on the quarterly basis. Total first-quarter sales revenue for Sepnil Hand Sanitizer is projected at 2. 0 million, with an average wholesale price of 80 taka per unit and variable cost for per unit of 30 taka for unit sales volume of 30000. We anticipate a loss up to 1 million with a total cost of 3. 40 million taka. Break-even calculation indicates that Sepnil will be profitable if it exceeds the sales volume of 50000 early in the product’s next quarter. Our break-even analysis of Sepnil Hand Sanitizer assumes per unit wholesale revenue of 50 per unit, variable cost of 30 per unit, and estimated 1st quarter fixed cost of 2. 5 million. Based on these assumptions, the break-even calculation is:
Break-even volume = 250000080 -30 = 50000 units CONTROL We have shown the marketing strategies and plans to increase the market sales as well as profit. We hope that by following those strategies the company can have the leading market position in the market. But achieving the market position is not enough, they also have to retain that position. And for that, they have to follow some specific controlling strategies. They can be as follows- Customer related controls: * They must survey the customers and know their attitudes about the product. * Helping the customers by providing after sales services. Informing the customers about the new version of their products, and their latest services. * And for that purpose they must keep their e-mail or other social networking ids. * They must give instruction about how to use that product and cautions while selling. * Listening their complaints and taking attempts to solve them. * Asking them what extra features they want in the product. Distribution related controls: * They must train the suppliers well so that they can serve the customer more efficiently. * They must be aware of the behavior of the suppliers with the customers.
Chapter #4: CONCLUSION AND RECOMMENDATION In this report we have developed a sample marketing plan or Sepnil Instant Hand Sanitizer. Sepnil Instant Hand Sanitizer is a disinfectant product of Square Toiletries Ltd. At first, we have analyzed its current marketing situation and then we have found out the reasons of its having less demand i. e. , high price, targeted toward only one group, less advertisement and promotional activities, less attractive container, no augmented product. We have done a SWOT analysis on this product and then have prepared our objectives and issues.
And then, according to the need of our country, we have developed some marketing strategies i. e. , market segmentation, target market, market positioning, product strategy, pricing strategy, distribution strategy, marketing communication strategy, marketing research, marketing organization, by adopting which we can increase the demand of this product. Chapter #5: BIBLIOGRPHY Book * Principles of Marketing by Philip Kotler & Gary Armsrong Websites * www. squaretoiletries. com * www. wekipedia. com * www. assignmentpoint. com * www. scribd. com * www. slideshare. com
