Assignment on Brand Management
Topic: Branding of a New Detergent “ Duti” “ Washing Powder Submitted By Md. Anisur Rahman ID: 2006-1-10-112
Hanjala Khan Shajid ID: 2006-1-10-101
Submitted To Md. Anamul Hoque Rubai Lecturer Faculty of Business Administration East West University
Submission date: 10/07/2012
“Jhalak” and another is “Chamak”. “ is
Reason behind Choosing the Name
In India there are two brands of detergent and ball soap which name is similar to “ “. But here wheel is a product of unilever and Keya is local product.
Major Competitor We assume that Wheel and Keya is our major competitor.
Customer & Potential Customer
All the Women ages started from 22-40 are our potential customer. The Bengali word “ quite popular among the target market. So our concern would be wheel. which indicates the quality of the product.
. The slogan is to the point. and the name of the brand is “ meaning of the word is “Glint. But here in Bangladesh no Brand has similar or related name. Who are working women and as well as typical housewife.
Slogan of the Brand “ “ is – . The English
About The Name of the Brand
The Name of The Brand is Memorable and as well as meaningful.About The Brand
Our product is a detergent powder. It means “Duti”
Washing Powder is the symbol of Brightness.” “ (Duti). All of these names are synonym of the word Bright.
Typical Housewife: Typical housewife means women who do corporate job.
Our positioning is very simple.Demographic Profile
Age: 22 – 40 Profession: Typical Housewife. but educated. “Duti” Washing Powder offers you high quality product in a standard price and its environment friendly as phosphorus is not included with the product. But has a unique issue.
. Corporate Housewife: The working women who do job. Working Housewife Living Class: Lower Middle Class to Middle Class Personal Qualification: Educated Monthly Family Income: 20000+
Typical Housewives Educated Devoted to family An efficient home manager
Corporate Housewives A working women as well as efficient housewife Devoted to family Concerned about the family well being
The Potential Market is separated in two markets Corporate Housewife and Typical Housewife.
There would be only a single type product.
Our main primary marketing strategy will seek to first create customer awareness regarding the products.Strategies
Cost/price (value) strategy:
We will try to offer product at appropriate price.
Our other marketing strategy are Practicing Total Quality Management (TQM) Produce and market high standard products To serve the consumer with competitive prices
The brand name of our product is “ ” (Duti).
1. High Foam 3. chocolate stains. 4. Total Quality Management (TQM) will be practiced here. High biodegradable. the stain especially the sweat. wool. 2. linen fabric. mal and warm temperature. sauce stains. bird stains and other stubborn stains can scouring over. Easy removes the surface and inner stains. 5. Rajanigandha fragrance would be there. High foam detergent powder: This is a common type of washing powder. When in warm water. which is acidic. bird stains and other stubborn stains will be easier to remove. good looks of the package. sauce stains. fruit stains. chocolate stains. a junior and senior detergent washing powder divided. Safe and Environment-Friendly. suitable for washing silk. fruit stains. Can used effectively in hot or cold water. 3. 6. blood. especially on cuffs and collars.
. the former alkali capacity.Specially upgraded formula with active enzymes. non-harmful to skin and fabric. live with two-ion. suitable for washing cotton. It can make the whites whiter and colors brilliant. Washing at cool. 5. Suitable for hand and machine wash. New increasing formula ----. Decontamination capability is strong. Easy cleaning and making colored cloth much brighter. Suitable Density. Innovative and efficient formula.
1. its main ingredient is sulfonate. blood.Quality
will always maintain Standard quality of its products. 4. easy to remove the sweat. it appears powerful in breaking down tough stains and dirt. No Phosphorus 2.
We will also give 1-5 tk discount. so packaging is an important issue here.
. along with some other gifts. 200gm. but definitely after few months considering the overall sales process. Near future we are planning to launch mini pack.
Packaging will be combination of couple of colors. 500gm and 1 KG.Packaging
As we are targeting the women.
Basically the package size would be 100gm. Orange: It will indicate the strength of the product Yellow: It will indicate the sunshine of the product White: It will indicate the purity Green: It will indicate the rebirth of your cloth
Occasionally it will give special discounted price for its products.
Distributor “Duti” has its own distribution channel for distributing the products. Transport “ ” (Duti) has no its own transport facility for its distributors in prominent district level.
Distributors are responsible for taking the products to their own warehouse.
Price would be same as our major competitor
Channels In divisional and district level we have our own distribution network. Location Initially the product will be available in prominent districts and Upazilla.Advertising
We will give advertisement for “ ” (Duti) Washing Powder through television. internet etc. in Duti Powder phosphorus is not included.
billboard. popular magazine. newspaper. But In maximum districts we are dependable for distribution to other company like Akij. Gradually it will be available all over the country. One of the unique thing is. So it’s totally environment friendly.