You are on page 1of 38

Marketing Plan

Marketing Plan HAND SANITIZER

HAND

SANITIZER

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

HAND

SANITIZER

By 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

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

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 strategies, assessment of objective and issues, comparison of different brands of hand sanitizer and budgets with financial analysis.

If you require any further clarification or have any queries, it would be brilliant of us to answer your questions and facilitate your understanding on the plan.

Yours sincerely,

Maria Abbas Mariam Haleem Muhammad Khurram Zakaria Suleman Ahmed Ali

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

Dr. Munzir Ishaque Course Instructor ` College of Business Management

Recommended Students

Maria Abbas Mariam Haleem Muhammad Khurram Zakaria Suleman Ahmed Ali

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

iv

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

    • 2.1. MARKET SUMMARY....................................................................................................3

    • 2.2. MARKET NEEDS.........................................................................................................3

    • 2.3. MARKETING TREND...................................................................................................3

    • 2.4. MARKET GROWTH......................................................................................................3

    • 2.5. COMPETITIVE ANALYSIS.............................................................................................4

  • 3. SWOC ANALYSIS...........................................................................................6

    • 3.1. STRENGTHS...............................................................................................................6

    • 3.2. WEAKNESSES............................................................................................................6

    • 3.3. OPPORTUNITIES.........................................................................................................6

    • 3.4. CHALLENGES.............................................................................................................6

  • 4. OBJECTVES AND ISSUES................................................................................7

    • 4.1. SALES REVENUES......................................................................................................7

    • 4.2. MARKET SHARE.........................................................................................................8

    • 4.3. ADVERTISING AWARENESS........................................................................................8

    • 4.4. PRODUCT PLACEMENT...............................................................................................8

  • 5. MARKETING STRATEGY.................................................................................9

    • 5.1. MISSION.....................................................................................................................9

    • 5.2. MARKETING OBJECTIVES............................................................................................9

    • 5.3. TARGET MARKET........................................................................................................9

    • 5.4. STRATEGIC PYRAMIDS..............................................................................................11

    • 5.5. MARKETING MIX.......................................................................................................11

    • 5.6. RETAIL CAMPAIGN....................................................................................................11

    • 5.7. T.V COMMERCIALS...................................................................................................12

  • 6. ACTION PROGRAMS....................................................................................13

    • 6.1. DIVERSIFICATION.....................................................................................................13

    • 6.2. MARKET DEVELOPMENT...........................................................................................13

    • 6.3. IMPLEMENTATION TACTICS.......................................................................................14

  • 8.

    ENVIRONMENT...........................................................................................16

    • 8.1. MICRO ENVIRONMENT.............................................................................................16

      • 8.1.1. The Company...................................................................................................16

      • 8.1.2. The Suppliers...................................................................................................16

      • 8.1.3. Marketing Intermediaries.................................................................................16

      • 8.1.4. Customers........................................................................................................16

      • 8.1.5. Competitors......................................................................................................16

      • 8.1.6. Publics..............................................................................................................16

  • 8.2. MACRO ENVIRONMENT............................................................................................17

    • 8.2.1. Demographic Environment...............................................................................17

    • 8.2.2. Economic Environment.....................................................................................17

    • 8.2.3. Natural Environment........................................................................................17

    • 8.2.4. Technological Environment...............................................................................17

    • 8.2.5. Political Environment........................................................................................17

    • 8.2.6. Cultural Environment.......................................................................................17

    • 9. BUDGET.....................................................................................................18

      • 9.1. PRODUCT PRICING...................................................................................................18

      • 9.2. FIVE YEARS PROJECTED SALES................................................................................18

      • 9.3. FIVE YEARS BUSINESS PLAN....................................................................................19

    • 10. CONTROL................................................................................................20

    • 11. CONCLUSION...........................................................................................21

    • 12. REFERENCES...........................................................................................22

    APPENDIX A - FREQUENTLY ASKED QUESTIONS (FAQS).......................................23 APPENDIX B - ARTICLES....................................................................................25

    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!!

    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.

    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.

    • 2.1. 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.

    • 2.2. 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.

    • 2.3. 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.

    • 2.4. 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

    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.

    • 2.5. 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.

    Marketing Plan Principles of Marketing we could achieve our targeted sale for CleanWell Hand Sanitizer, as
    Marketing Plan Principles of Marketing we could achieve our targeted sale for CleanWell Hand Sanitizer, as
    Marketing Plan Principles of Marketing we could achieve our targeted sale for CleanWell Hand Sanitizer, as
    Marketing Plan Principles of Marketing we could achieve our targeted sale for CleanWell Hand Sanitizer, as

    Marketing Plan Principles of Marketing

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

    Marketing Plan Principles of Marketing The current Market Share taken by competitors is given below:- CleanWell

    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.

    3.1.

    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

    3.2.

    WEAKNESSES

    Limited market coverage.

    Higher price consumer good

    3.3.

    OPPORTUNITIES

    Untapped market with little competition

    First product to introduce spray

    Gradual market expansion

    Hygiene Awareness among masses

    Unhygienic conditions

    3.4.

    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!!

    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:

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

    Marketing Plan Principles of Marketing

    • 4.2. 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.

    • 4.3. 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.

    Marketing Plan Principles of Marketing

    4.4. 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.

    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.

    5.1.

    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.

    5.2.

    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.

     

    5.3.

    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

    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.

    Marketing Plan Principles of Marketing

         

    Urban

    Urban

    Travelers

    Corporat

    Doctors /

    belonging

    from Urban

    Urban Young School /College /University Going

    e Class

    (of every

    Para-

    Medical

     

    Target Market

    Areas (of

    Girls / Boys (within the age

    age

    Staff (of

     
     

    every age

    bracket of

    12 – 24 yrs)

    group)

    group)

     

    every age

    group)

     

    Product

    Easy to carry

    Fancy but easy to carry Spray

    Classy

    Strong anti-

    (Premium

    and easy to

    Hand Sanitizer.

    Spray

    bacterial

    Quality

    use Spray

    Hand

    Spray Hand

    product to

    Hand

    Sanitizer.

    Sanitizer.

    build brand

    Sanitizer.

    equity)

     

    Price

    Middle

    Middle

    Middle

    Middle

    (Adequately

    price product

    to build

    market share)

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

    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.

    Marketing Plan Principles of Marketing

     

    Stress price,

    Stress price and practicality.

    Stress

    Stress

    hygiene

    quality,

    practicality,

     

    Promotion

    benefits, easy

    Use larger media, perhaps

    simplicity,

    exercise

    (aggressive

    to find. Use

    national newspaper ads,

    good

    benefits,

    and

    larger media,

    Hoardings, Billboards, local

    results.

    environmenta

    innovative

    perhaps

    media and awareness amongst

    Use local

    l advantages,

    promotional

    national

    students through product

    media,

    and hygiene

    campaigns to

    newspaper

    promotional programs at

    national

    benefits.

    increase

    ads,

    schools /colleges / universities.

    newspape

    Local media,

    brand

    Hoardings,

    r ads,

    personal

    awareness)

    Billboards,

    Hoardings,

    selling and

    local media.

    Billboards

    visits to

    and some

    hospitals by

    renowned

    sales

    business

    representativ

    magazines

    es.

    .

    • 5.4. STRATEGIC PYRAMIDS

    CleanWell Hand Sanitizer - Zero germs – instantly!!

    Marketing Plan Principles of Marketing Stress price, Stress price and practicality. Stress Stress hygiene quality, practicality,
    Marketing Plan Principles of Marketing Stress price, Stress price and practicality. Stress Stress hygiene quality, practicality,
    th 5
    th
    5

    Year

    Explore

    4 Max Profit
    4
    Max Profit
    th
    th

    Year

    Leverage Investments
    Leverage Investments
    rd 3
    rd
    3

    Year

    nd 2 Evaluate Customers Year
    nd
    2
    Evaluate Customers
    Year
    st 1 Full Throttle Promotion Year
    st
    1
    Full Throttle Promotion
    Year
    • 5.5. 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 Plan Principles of Marketing

    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.

    • 5.6. 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.”

    • 5.7. 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!!

    Marketing Plan Principles of Marketing

    6. ACTION PROGRAMS

    • 6.1. 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.

    • 6.2. 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!!

    Marketing Plan Principles of Marketing

    • 6.3. IMPLEMENTATION TACTICS

    Tas

    Description

    Person

    Completi

    k

    Responsible

    on Date

     

    Meet with Department Directors to promote

    Product

    01.05.2009

    a)

    plan including production of free sample

    Management

    sachets and cost implications.

    Team

     

    Product Manager in coordination

    10.05.2009

    Conduct Training Sessions for marketing field

    with

    To

    b)

    staff for product promotional programs at schools, colleges and universities.

    Manager/Training & Dev HRM Group

    17.05.2009

     

    Product Manager

    10.05.2009

    in coordination with

    To

    c)

    Hire and train sales force of approximately 50 personnel.

    Manager/Training & Dev HRM Group.

    17.05.2009

    Meeting with IBL representatives – major

    Manager Supply

    18.05.2009

    d)

    FMCG Distributor for distribution and

    Chain

    placement of product at all major locations.

    Management

    Finalization of audio / visual tapes with

    Assistant Product

    20.05.2009

    e)

    interesting stories about the product for school children.

    Manager

    Meeting with Manager Advertising – Orient

    Product

    21.05.2009

    f)

    Maccain for designing the television

    Management

    Commercial of the product.

    Team

    Finalization of media placement plan outlining

    Marketing

    25.05.2009

    g)

    where and when ads will run for an advertising campaign.

    Director

    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

    Arrange for advertising in all local

    Public Relations

    15.06.2009

    j)

    newspapers and few renowned business magazines.

    Manager

    Marketing Plan Principles of Marketing

     

    Airing of TV Commercials, Radio Commercial,

    Public Relations

    30.06.2009

     

    k)

    Display of Billboards and panaflexes at major locations and advertisements in newspapers.

    Manager

    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

    Lahore

    Islamabad

    EBCO

    Delton’s

    Jinnah Super

    Motta’s

    Pace

    Best Price

    Agha’s Super Store

    H. Karim Baksh

    Super Market

    Naheed Super Store

    Al-Fatah

    Euro Market

    Astra

    The Fortress

    Harnold’s

    Kausar Medico

    The Mall

    Sani Medico

    Time Medico

    Grocery n More

    Ami’s Super Store

    D-Mart

    Marketing Plan Principles of Marketing

    8. ENVIRONMENT

    • 8.1. 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.

    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.

    Marketing Plan Principles of Marketing

    • 8.2. MACRO ENVIRONMENT

      • 8.2.1. 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.

    • 8.2.2. 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

    • 8.2.3. 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.

    • 8.2.4. 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.

    • 8.2.5. Political Environment

    Political environment is unfortunately very instable and Pakistan is currently marked as Red Zone under the global stability indicators.

    • 8.2.6. 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.

    Marketing Plan Principles of Marketing

    9. BUDGET

    • 9.1. PRODUCT PRICING

    Attribute

    Student Pack

    Economy Pack

    Quantity

    30 ml

    177 ml

    Price (Rs.)

    100

    325

    No. of Sprays

    235+

    1350+

    Price/ml

    3.33

    1.83

    Price/Spray (Rs.)

    0.42

    0.24

    • 9.2. FIVE YEARS PROJECTED SALES

    Marketing Plan Principles of Marketing 9. BUDGET 9.1. PRODUCT PRICING Attribute Student Pack Economy Pack Quantity

    Marketing Plan Principles of Marketing

    • 9.3. FIVE YEARS BUSINESS PLAN

    1 st Year 2 nd Year 3 rd Year 4 th Year 5 th Year
    1 st Year
    2 nd Year
    3 rd Year
    4 th Year
    5 th Year

    Quantity

    Economy Pack

    8,500

    10,000

    15,000

    17,000

    20,000

    Student Pack

    3,500

    5,000

    7,000

    9,000

    11,000

    Sales

    Economy Pack Revenue

    2,975,000

    3,500,000

    5,250,000

    5,950,000

    7,000,000

    Student Pack Revenue

    350,000

    500,000

    700,000

    900,000

    1,100,000

    Revenue

    3325000

    4000000

    5950000

    6850000

    8100000

    Literature

    Flyers

    50,000

    25,000

    25,000

    25,000

    25,000

    Posters

    50,000

    25,000

    25,000

    25,000

    25,000

    Gifts

    200,000

    100,000

    100,000

    100,000

    100,000

    Mass Consumerization

    TV Commercial

    1,000,000

    500,000

    800,000

    300,000

    200,000

    Sign Boards

    100,000

    100,000

    50,000

    50,000

    50,000

    News Paper Add

    200,000

    500,000

    100,000

    100,000

    100,000

    Factory Overheads

    1,524,000

    2,286,000

    3,061,800

    3,737,340

    4,421,142

    Misc.

    50,000

    50,000

    50,000

    50,000

    50,000

    Cost of Goods Sold

    3,174,000

    3,586,000

    4,211,800

    4,387,340

    4,971,142

     

    G. Profit/Loss

    151,000

    414,000

    1,738,200

    2,462,660

    3,128,858

    Taxes

    (79,250)

    (28,000)

    (111,400)

    (230,195)

    (299,679)

    N.Profit/Loss

    71,750

    386,000

    1,626,800

    2,232,465

    2,829,180

    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

    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!!

    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!!

    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 or production)

    Marketing Plan Principles of Marketing

    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!!

    Marketing Plan Principles of Marketing

    APPENDIX B - ARTICLES

    Marketing Plan Principles of Marketing APPENDIX B - ARTICLES CleanWell Hand Sanitizer 29

    Marketing Plan Principles of Marketing

    Marketing Plan Principles of Marketing CleanWell Hand Sanitizer 30
    Marketing Plan Principles of Marketing CleanWell Hand Sanitizer 30