hand Sanitizer.doc

Marketing Plan HAND SANITIZER

HAND By SANITIZER CleanWell Company  CleanWell Hand Sanitizer - Zero germs – inst !

Marketers Maria Abbas - 9088 Mariam Haleem - 8775 Khurram Zakaria - 8870 Suleman Ahmed Ali - 8754

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!!

HAND By SANITIZER CleanWell Company  CleanWell Hand Sanitizer - Zero germs – inst !

Marketers Maria Abbas - 9088 Mariam Haleem - 8775 Khurram Zakaria - 8870 Suleman Ahmed Ali - 8754

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 AUTHORIZATION

Students of Principles of Marketing Institute of Business Management

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

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LETTER OF TRANSMITTAL

April 19, 2009

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 s trategies, 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

TO WHOM IT MAY CONCERN

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

Recommended Students

Dr. Munzir Ishaque Course Instructor ` College of Business Management

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. MARKET SUMMARY ....................................................................................................... 3 1.2. MARKET NEEDS.............................................................................................................3 1.3. MARKETING TREND....................................................................................................... 3 1.4. MARKET GROWTH......................................................................................................... 3 1.5. COMPETITIVE ANALYSIS................................................................................................ 4 ......................................................................................................................... 5 3.SWOC ANALYSIS.............................................................................................6

1.6. STRENGTHS.................................................................................................................. 6 1.7. WEAKNESSES................................................................................................................6 1.8. OPPORTUNITIES............................................................................................................ 6 1.9. CHALLENGES................................................................................................................. 6 4.OBJECTVES AND ISSUES...................................................................................7

1.10. SALES REVENUES .......................................................................................................7 1.11. MARKET SHARE........................................................................................................... 8 1.12. ADVERTISING AWARENESS......................................................................................... 8 1.13. PRODUCT PLACEMENT................................................................................................ 9 5.MARKETING STRATEGY..................................................................................10

1.14. MISSION.................................................................................................................... 10 1.15. MARKETING OBJECTIVES........................................................................................... 10 1.16. TARGET MARKET.......................................................................................................10 1.17. STRATEGIC PYRAMIDS...............................................................................................13 1.18. MARKETING MIX........................................................................................................ 13 1.19. RETAIL CAMPAIGN..................................................................................................... 13 1.20. 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

Marketing Plan Principles of Marketing

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 children’s 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!!

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

1. INTRODUCTION TO THE COMPANY CleanWell came into existence after it found a life-saving solution for a boy named Conor. Conor was born with an immune system that was only 10% productive. After many medical therapies and treatments, Conor’s father and grand mother found a formula for the cure. This was a mix of herbs used for sanitation since centuries.  Their findings were shared with a group of scientists and the product was refined for everyday use over a period of eight years. Thus came into being CleanWell and Ingenium. CleanWell hand sanitizer sprays are the only ones of their kind in the market. They are the only product that is a patented formulation of essential plant oils lab proven to kill 99.99% of the harmful germs that can make people sick. Their credibility and usability have led the company to grab a large market share in a very short span of  time. We would now like to launch the product in Pakistan. We have reason to believe that the market exists. This report will explore all the areas of the marketing plan and provide in-depth analysis and rationale of planned actions.

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

2. CURRENT MARKET SITUATION CleanWell Company will deal in FMCG i.e. fast moving consumer hygiene products. We plan to launch an innovatory product CleanWell Hand Sanitizer.  This product can be used mostly in traveling and by people who are busy in their outdoor jobs like students, person related to showbiz etc. 1.1.

MARKET SUMMARY 

CleanWell Company focuses on the better hygiene of their consumers therefore taken into consideration the health factor of our consumers. Our target consumers are household women who are mostly concerned with the health factor of their school going children. Most of the household women search for tacky items and then go to the market looking for new solutions that will be usable and cheaper in price. Young college/ university students keep would be able to keep this product easily in their bags and can dispose it off after use. 1.2.

MARKET NEEDS 

In the life of today there is a need for such an effective & instant product, which can satisfy health need at all the levels. CleanWell Sanitizer can be ideal for that as it is easy to carry and can be put easily in bags, wallets & in pockets as well. It gives a unique opportunity to be sticky free and it will also provide a protection against germs. Its fresh fragrance will give people an energetic feeling, so people will be lively and enthusiastic towards their work. 1.3.

MARKETING TREND

 The current market situations demonstrate that people have become more health conscious. They desire something contemporary and effective, for this reason CleanWell Hand Sanitizer would be their ideal product. The soap industry has been established quite sturdy position in the Pakistani market and Antibacterial Soap Market is also increasing its share, so market trends display that there is a place for products catering hygiene. Thus there is a very good time and opportunity to introduce this product in the market. 1.4.

MARKET GROWTH 

Our product quality and fragrance will be the major attraction to the consumers and will cover our product innovators into our regular consumers. We expect the market growth curve to rise from left to right in upward direction with the relative consumer boom in Pakistan. In our first five years CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

we could achieve our targeted sale for CleanWell Hand Sanitizer, as it will be available in two sizes i.e. student pack & economy pack . 1.5.

COMPETITIVE ANALYSIS 

 The key element in purchase decisions of our consumers will be made at the level of trust due to the professional reputation of the company and introducing new innovative concepts of personnel hygiene. At the beginning we are expecting less competition but being the first to launch a spray bottle will enjoy the first mover’s advantage but this monopoly can be diffused by competitors who already have hygiene products launched in the market. Some products available at retail outlets are: Product

Manufacturer

Quantity (ml)

Price

Price/ml

Dettol

Reckitt Benckiser

50

145

2.41

Cool & Cool

Unknown Origin

60

115

1.91

Cuticura

Cuticura Labs, Corp (USA)

100

140

1.4

Purell

Pfizer

236

325

1.38

Dial

Dial Corporation (USA)

236

325

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.

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

 The current Market Share taken by competitors is given below:-

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

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.

 –  –  –  –  –  –

1.7.

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 WEAKNESSES 

 – Limited market coverage.  – Higher price consumer good

1.8.

 –  –  –  –  –

1.9.

OPPORTUNITIES 

Untapped market with little competition First product to introduce spray Gradual market expansion Hygiene Awareness among masses Unhygienic conditions 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!!

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

4. OBJECTVES AND ISSUES Every organization and company has certain goals laid down to provide value added services to satisfy its customers. In a gist they would include: • • •

•

Building an organization dedicated to excellence Consistently deliver superior quality and value in products and services Maintain a commitment to innovation for continuous improvement and strive towards always being the leader in the market place changes. Generate consistently superior financial returns and benefits for the owner and employees

 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:

1.10. SALES REVENUES 

For the first year, the entire focus will remain on establishing the image of  the product in the eyes of the cliental. Therefore, heavy investments will be made on launching a marketing campaign, product placement and sales promotion besides manufacturing. Since the product will be in its introductory phase therefore a return on investment will not be a priority.  This will be the full-throttle promotion phase. Followed by this, the next year, the company will place focus on understanding its cliental and all promotions and activities will in turn attempt to entertain the findings. Profits will still not be the major concern.  The next year and the year after that, the company will start analyzing its sales and revenue characteristics. In third year, the company’s marketing strategies will begin to show color where as the year after that the maximum profits will start flowing in. In the fifth year, investments will be made to analyze the company’s data banks. Campaigns will be launched for evaluating whether the company has achieved its objectives in satisfying the customers’ needs. New strategies will be employed for increasing products worth in terms of diversity and quality. Variations in product manufacturing and packaging will be CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

introduced to accommodate a larger cliental while sustaining the existing customers.

1.11. MARKET SHARE 

CleanWell has identified a health and image conscious market in Pakistan.  This is a group which places high priority on image building and keeping up with latest trends. CleanWell realizes that the market is raw and it will have to launch awareness raising campaigns in order to reach out for this market. However, CleanWell identifies this factor as an opportunity rather than a challenge. The need of the hour is to devise methods that would develop product’s worth amongst the right people. The company also acknowledges that in a society where all kinds of trends flow with a single dominating stigma; fashion-statement, CleanWell must ensure that it succeeds in both product worth and image building.

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 product’s 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.

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

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.

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

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 can’t curtail their daily encounters with the public. If you travel, pack the 60ml travel size bottle and wipes.  They are compact and won’t 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 baby’s 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 consumer’s 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. 1.15. MARKETING OBJECTIVES 

We want to determine our company as a hygiene protector. We want to capture the market through this innovatory product; this type of product is never being commenced before. Introducing this product can boost the reputation and prestige of our new company. Our measurable specific objective is to establish our company at the top level of hierarchy and explore as a health protector and expert as well in the field of hygiene product world. 1.16. TARGET MARKET 

CleanWell Sanitizer is especially designed for students and travelers. Students usually face problems regarding cleanliness in their busy routine where time is the most important factor. Taken into consideration CleanWell Sanitizer is quite easy to carry and use. It can also be used by travelers CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

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.

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

Target Market

Travelers belonging from Urban Areas (of  every age group)

Urban Young School /College /University Going Girls / Boys (within the age bracket of 12 – 24 yrs)

Urban Corporat e Class (of every age group)

Urban Doctors / ParaMedical Staff (of  every age group)

Product (Premium Quality product to build brand equity)

Easy to carry and easy to use Spray Hand Sanitizer.

Fancy but easy to carry Spray Hand Sanitizer.

Classy Spray Hand Sanitizer.

Strong antibacterial Spray Hand Sanitizer.

Price (Adequately price product to build market share)

Middle

Middle

Middle

Middle

Place (Wide distribution channels facilitating availability of  product to target consumers in order to increase product usage and repeat purchases )

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 major locations of the city.

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.

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.

Promotion (aggressive and innovative promotional campaigns to increase brand awareness)

CleanWell Hand Sanitizer

Use larger media, perhaps national newspaper ads, Hoardings, Billboards, local media and awareness amongst students through product promotional programs at schools /colleges / universities.

Marketing Plan Principles of Marketing

1.17. STRATEGIC PYRAMIDS 

CleanWell Hand Sanitizer - Zero germs – instantly!! Explore

5th  Year

Max Profit

4th  Year

Leverage Investments Evaluate Customers Full Throttle Promotion

3rd  Year 2nd  Year 1st  Year

1.18. MARKETING MIX 

“Proper marketing leads to successful business.” Trout & Partners

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. 1.19. RETAIL CAMPAIGN 

An office lady carrying her hand bag and going to her office and expressing her views about the product that it is easy to carry for daily use. “Easy to carry & easy to use.”  School going children with their school bags having lunch in their hands & eating it freely that they can clean their hands before and after eating.   Travelers using a train or bus for his journey keeping this product easily in his pocket and could use anywhere before & after having his meal. “Cleanliness anywhere anytime”.   Young girls mostly caring about their skin and protecting it without any headache about their personal hygiene. “Low price & better hygiene.” 

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

1.20. T.V COMMERCIALS  





A group of college friends roaming in the group and having their snacks. One of them take out a wipe of CleanWell Sanitizer. Rests of the friends do not have any type of alternative and want to clean their hands so they take out the whole packet of wipes without their friend’s permission. They feel the fragrance and smoothness of CleanWell Sanitizer and this makes them all regular customers. An office lady sitting in a group during lunchtime does not go to the washroom to wash her hands. She picks up CleanWell wipe while others looking at her and feeling envious. She tells her colleagues that I avoided washroom as I did not want to carry any germs from inside the washroom. One of the famous actress was busy in giving autograph to her fans suddenly she sneezes but she was so hygiene conscious that she took out her CleanWell Sanitizer wipe to clean her hands. Her fans were watching the situation and started using the same pack as it was used by their famous personality.

CleanWell Hand Sanitizer - Zero germs – instantly!!

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

6. ACTION PROGRAMS 1.21. DIVERSIFICATION 

CleanWell is using diversification to increase company’s 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. 1.22. MARKET DEVELOPMENT 

Focusing only on children, youth and adults; also trying to gain attraction of  the aged people, by making them aware of the features of the product. Later, we can also try to get attention of lower middle class group by giving them knowledge and making them aware of the product by providing free samples of the products and making them use our product and assuring and satisfying that their hands are 99.9% clean and hygienic and are free of  germs by showing and using a microscope. Also we can lower the prices of  our product, and can make changes in our packaging e.g. introducing a sachet pack, which can be easily bought by lower class and can be used in daily routine life. With this we can capture new demographic markets.

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!!

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

1.23. IMPLEMENTATION TACTICS 

Tas k 

Person Responsible

Completi on Date

Product Management  Team

01.05.2009

10.05.2009

Conduct Training Sessions for marketing field staff for product promotional programs at schools, colleges and universities.

Product Manager in coordination with Manager/Training & Dev HRM Group

10.05.2009

Hire and train sales force of approximately 50 personnel.

Product Manager in coordination with Manager/Training & Dev HRM Group. Manager Supply Chain Management

18.05.2009

d)

Meeting with IBL representatives – major FMCG Distributor for distribution and placement of product at all major locations.

Assistant Product Manager

20.05.2009

e)

Finalization of audio / visual tapes with interesting stories about the product for school children.

Product Management  Team

21.05.2009

f)

Meeting with Manager Advertising – Orient Maccain for designing the television Commercial of the product.

Marketing Director

25.05.2009

g)

Finalization of media placement plan outlining where and when ads will run for an advertising campaign.

h)

Meet with vendors to design Billboards and hoardings.

Assistant Product Manager

30.05.2009

i)

Finalization of Billboards and Hoardings content and display.

Product Manager

10.06.2009

Public Relations Manager

15.06.2009

 j)

Arrange for advertising in all local newspapers and few renowned business magazines.

a)

b)

c)

Description Meet with Department Directors to promote plan including production of free sample sachets and cost implications.

CleanWell Hand Sanitizer

 To 17.05.2009

 To 17.05.2009

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Marketing Plan Principles of Marketing

k)

Airing of TV Commercials, Radio Commercial, Display of Billboards and panaflexes at major locations and advertisements in newspapers.

CleanWell Hand Sanitizer

Public Relations Manager

30.06.2009

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Marketing Plan Principles of Marketing

7. WHERE TO FIND CLEANWELL HAND SANITIZER? CleanWell will be launched in Karachi, Lahore and Islamabad only, later it will be launched in other cities of Pakistan. CleanWell will be available in following grocery shops and stores in Karachi, Lahore and Islamabad: Karachi EBCO Motta’s  Agha’s Super Store Naheed Super Store  Astra Kausar Medico Sani Medico Time Medico Grocery n More  Ami’s Super Store D-Mart

CleanWell Hand Sanitizer

Lahore Delton’s Pace H. Karim Baksh Al-Fatah The Fortress

Islamabad Jinnah Super   Best Price Super Market Euro Market Harnold’s The Mall

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Marketing Plan Principles of Marketing

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.

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Marketing Plan Principles of Marketing

 

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.

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

1.25. MACRO ENVIRONMENT 

8.1.7.

Demographic Environment

As awareness is increasing among people, working class, individuals, young & old specially children are targeted most. In short the whole demographic environment is targeted because health is for everyone. 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.

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

9. BUDGET 1.26. PRODUCT PRICING 

Attribute

Student Pack

Economy Pack

30 ml

177 ml

100

325

No. of Sprays

235+

1350+

Price/ml

3.33

1.83

Price/Spray (Rs.)

0.42

0.24

Quantity Price (Rs.)

1.27. FIVE YEARS PROJECTED SALES 

CleanWell Hand Sanitizer

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Marketing Plan Principles of Marketing

1.28. FIVE YEARS BUSINESS PLAN 

Quantity Economy Pack Student Pack Sales Economy Pack Revenue Student Pack Revenue Revenue Literature Flyers Posters Gifts Mass Consumerization TV Commercial Sign Boards News Paper Add Factory Overheads Misc. Cost of Goods Sold G. Profit/Loss Taxes N.Profit/Loss

CleanWell Hand Sanitizer

1st Year

2nd Year

8,500 3,500

10,000 5,000

3rd Year 15,000 7,000

4th Year 17,000 9,000

5th Year  20,000 11,000

2,975,000 350,000 3325000

3,500,000 500,000 4000000

5,250,000 700,000 5950000

5,950,000 900,000 6850000

7,000,000 1,100,000 8100000

50,000 50,000 200,000

25,000 25,000 100,000

25,000 25,000 100,000

25,000 25,000 100,000

25,000 25,000 100,000

1,000,000 100,000 200,000 1,524,000 50,000 3,174,000

500,000 100,000 500,000 2,286,000 50,000 3,586,000

800,000 50,000 100,000 3,061,800 50,000 4,211,800

300,000 50,000 100,000 3,737,340 50,000 4,387,340

200,000 50,000 100,000 4,421,142 50,000 4,971,142

151,000 (79,250)

414,000 (28,000)

1,738,200 (111,400)

2,462,660 (230,195)

3,128,858 (299,679)

71,750

386,000

1,626,800

2,232,465

2,829,180

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Marketing Plan Principles of Marketing

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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Marketing Plan Principles of Marketing

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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Marketing Plan Principles of Marketing

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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Marketing Plan Principles of Marketing

APPENDIX A - FREQUENTLY ASKED QUESTIONS (FAQs) 1. HOW DOES CleanWell WORK?

CleanWell is a gentle and refreshing instant hand sanitizer that kills 99.9% of  most common disease causing germs within seconds. 2. HOW DO I USE CleanWell PRODUCTS?

Apply CleanWell liberally to hands and rub thoroughly until dry. No rinsing required. No towels needed. 3. HOW CAN I TELL THAT CleanWell HAND SANITIZER IS WORKING?

CleanWell hand sanitizer works as the formula evaporates on your hands. 4. DOES CleanWell HAND SANITIZER REPLACE SOAP?

No, CleanWell is a hand sanitizer designed to kill germs on the hands when soap and water are unavailable. CleanWell hand sanitizer can also be used after hand washing to kill germs that may remain after soap-and-water hand washing. 5. HOW LONG AFTER I USE CleanWell HAND SANITIZER DOES IT KILL GERMS?

CleanWell products have no residual germ-killing effect. CleanWell products kill germs on contact, but once it has evaporated, the germ-killing action has stopped. 6. WHAT IF A CleanWell PRODUCT IS INGESTED?

Any ingestion should be discussed with medical personnel or Poison Control Center immediately. CleanWell Hand Sanitizer - Zero germs – instantly!! 7. WHAT GERMS DOES CleanWell INSTANT HAND SANITIZER KILL?

CleanWell kills many different types of germs, bacteria and viruses, including: · E. Coli, E.Coli 0157-H7, Listeria Monocytogenes, Salmonella Typhi, Staph.Aureus, Candida Albicans, B. Capacia 8. WHAT IS AN EMOLLIENT?

An emollient is a skin-conditioning agent to help keep skin soft and moisturized. 9. IS CleanWell APPROVED BY HEALTH CANADA?

All CleanWell products meet the requirements of Health Canada's monograph for Antiseptic Skin Cleansers and are registered with a Drug Identification Number (DIN). The formulation, manufacturing (or fabrication CleanWell Hand Sanitizer

27

Marketing Plan Principles of Marketing

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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Marketing Plan Principles of Marketing

APPENDIX B - ARTICLES

CleanWell Hand Sanitizer

29