Name: Abhishek Kankirad

College: BVIMSR

Task 1: Design a New Product - Dukes Hand Safe Sanitizer Launch Plan

PRODUCT LAUNCH PLAN

As a responsible company, Dukes India is known for being customer-centric and they are "all-in"
when it comes to doing good for the people, especially now, as the world is in a state of
emergency due to the COVID-19 Virus. Apart from ensuring that the Dukes range of Biscuits,
Wafers, Confectioneries and chocolates reach the retail outlets, despite the distribution and
logistics challenges in these times, Dukes India has decided to step into the hand sanitizer space
as well to serve the country and its people.

The following will be the step wise launch plan for the hand sanitizer:

 Media Kit:
 The first and foremost step will be preparing the media kit for the product.
 It will include the company logo, name and tagline which will be used in the
process of marketing.
 Organic Traffic (Free):
 We will be making a list of 100 potential customer before the launch of the
product .
 We will be sending them email or contact them personally to offer them a free
sample before the product launch.
 We will have two benefits of this: We will build a good customer relation by
making them think how important they are for the company and we will
indirectly promote our product in the market.
 The next big step will be, we will be attending 25 events on health and safety
nearby and will distribute the free sample. In this way will get media, bloggers
or magazines attention.
 Paid traffic:
 In this we will be targeting 50 micro and macro influencers which will promote
our product on their platform.
 The best influencers will be the cooking channels and the health and fitness
channels.
 Next thing will be social ads campaigns done which will be done by our digital
marketing team.
Task 2: Sanitizer ATL & BTL activities with a justification

Above the line Advertising :

 Television: An average Indian watches 4.3 hours of TV in a day. It’s a similar case with
the rest of the world. TV advertisements have a reach from local, to national, and
international audience depending on the TV channel and the contract between the
parties. TV advertisements have a better connection with the users as moving images
with audio are preferred over still images or audio alone.
 Print Advertisement:
 Local, regional and national print media has a wider reach than any of the other
mediums. Newspapers have fixed ad-slots that are used by marketers to inform
customers / prospective customers about the brand or offers.
 We can also print the a small add on our products packages with a little changes
in the packaging design which will cover all our customer area.

Below the line Advertising:

 Digital mail marketing:

 One of the most personal strategies used by the marketers, direct mails(e-mails, text
messages,etc.) are tailor-made messages about the brand or different offers drafted
according to the needs of each customer.
 Brand Activation:
 Brand activation is an art to drive the consumer through brand interaction and
experiences.
 We can do this outside of hospital with taking proper measures according the Gov. rules
for the COVID-19 situation.
 In-store Marketing:
 As sanitizer comes under essential product, we can go and market the product in local
store. This provides us a extremely targeted customer base.
 Personal selling:
 In this pandemic situation we can contact our customers and brief them about the
product and the methods to purchase it, as a shortage of sanitizer is going on.
Task 3: Differentiation analysis of Dukes Hand Safe Sanitizer with the Competitor Brands

EVALUATION ON DUKES LIFEBOUY DETTOL HIMALAYA

QUANTITY 100ml 100ml 100ml 100ml
PRICE Rs 50/- Rs 50/- Rs 164/- Rs 50/-
CONTENT(Absolute 72.34% 95% 72.34% 60%
Alcohol%)
AVAILABILITY Dukesindia.com Amazon.in Not available Amazon.in
Flipkart.com at this Flipkart.com
In-store moment In-store
PROS Added perfume, Boost immunity - Remove access
Vitamin E for 10hrs. heat and give
cooling effect
CONS Not yet available Dry skin Dry skin stickiness
on big e-com
website

 As per the differentiation analysis, Duke has eliminated the most common problem of
the other brand sanitizer which is dryness of skin.
 Dukes have come up with a sanitizer that is enriched in vitamin-E.
 Vitamin-E is good for skin which delivers moisture to the skin and keeps the skin
smooth.
 The second product differentiation used by Duke is the time period of using the product
which is only 30 sec and kills 99.9% of germs.