Submitted By

Tahmina Tasnim
ID: 2019010001021
Batch: 51
Contract No: 01533623164
Course Title : Advertising & Promotion
Course Code: 660-6163
Section: 2&3

CLEANGERM HAND SANITIZER

Introduction
Bangladesh is one of the developing counties in the world. There peoples is more conscious
about their health. For that we are launching a new business company to fully safety based sand
sanitizer item. It helps them to clean their hands & secure more there from very types of
diseases. Hand Sanitizer also cleans our hand to secure new pandemic disease COVID-19. For
that we are introducing our whole country peoples in a new hand sanitizer product which helps
them to more clean & safe.

Brand Resonance Pyramid

1. Salience
Salience means degree of notification of the product. CleanGerm is one of the products that can
fulfill the demand of brand’s resonance.
a. Needs Satisfaction
Consumers who are the user have their different needs. CLEANGERM is a hand sanitizer item.
Its basic job & needs is to clean our both hands from any kind of germ & keep our hands clean.
b. Category Identification
During to this pandemic situation CleanGerm hand sanitizer set one of the upper level products.
2. Performance
Product performance is described as the response of a product to external actions in its working
environment. The performance of a product is realized through the performance of its constituent
components.
a. Product Reliability
CleanGerm hand sanitizer is reliable to the consumer now a day because of the recant pandemic
situation. The long lasting sustainability of CleanGerm hand sanitizer is getting preferable to the
consumer.
b. Price
The price of the product has created huge impact to the consumer perception. CleanGerm hand
sanitizer has set the value of the product thinking about the geographical condition to our
country.
c. Durability
CleanGerm hand sanitizer is more durable than the other hand sanitizer. User of the product must
be happy with the product.
d. Serviceability
Provide effective service for the hands. Protect our hands from germs & other things which
might affect our body through our hand.
e. Primary Ingredients and Supplementary Features
CleanGerm always provides some extra gift for their consumers with the new features &
attributes so that the product will sell more.
3. Imagery
Imagery means to use figurative language to represent objects, actions and ideas in such a way
that it appeals to our physical senses. Usually it is thought that imagery makes use of particular
words that create visual representation of ideas in our minds.
a. Purchase & Usages
Now a day’s it’s became an essential product to the consumers. Although there are lots of hand
sanitizers available in the market but I use clean germ hand sanitizer to clean my hands for my
perception.

b. Situations
Situations are being heavily demand to this hand sanitizer. Because of the current situations is
not going favorable for the people. The whole world is now being suffering & gets fear to the
attack of novel corona virus.
c. Personality and Values
Which person is use to this hand sanitizer the value of the person are being high. Because other
people are allow that person welcome cordially.
4. Judgments
Product Judgment also known as Product Intuition or Product Instinct or Product Taste, it is the
idea that you can use your own judgment to (1) accurately predict what your customers need,
want & value and (2) design & ship the right solution for them.
a. Quality
The quality of the CleanGerm hand sanitizer is very good. CleanGerm hand sanitizer is easy
available in Bangladesh within reasonable price.

b. Brand Superiority
CleanGerm hand sanitizer has superior power towards the consumers for its cleaning
effectiveness.
5. Feelings
a. Security
The whole world became threatened during the novel corona virus pandemic. CleanGerm hand
sanitizer provide us at least a security form that life killing virus.
b. Social Approval
Now-a-days it’s became an initial product to every person. For that reason it became socially
approve to the every class of people.
c. Self- Respect
To use this hand sanitizer brand for the person get self-respect & also get respect from other for
his awareness.
6. Resonance
A Phenomenon is an external force or a vibrating system forces another system around it.
Resonance occurs when a material oscillates at high amplitude at a specific frequency. We call
this frequency resonant frequency.
a. Community
Now-a-days it’s became a community survival product. Because a person in the community
wants take safe from any kinds of virus & self-actualization respect from other people.
b. Engagement
Clean germ hand sanitizer has the direct involvement and engagement with users. If you wants
safe from any kinds of virus& germs then you will have to clean your both hands every day.

Brand Elements
Elements are being used in CleanGerm are -
1. Brand Name
Our brand name is CleanGerm. It is a very meaningful name for all because we usually use
hand sanitizer to clean the germ. So in our brand name both word clean and germs are present so
that consumer easily recognize and recall the brand.
2. Logos and Symbols
In our brand name have both logos and symbols. We have logos with strong symbols.

Fig: Logos with strong Symbols Fig: Symbol

When consumers see our logo they will easily recognize our brand and they can be identify our
product very easily. The logo is a very important of any brand because if you do not like the logo
then you probably won’t like their product. On the other hand if you like their logo then may be
a good impression will wake up inside you. Sometimes it can also be that you cannot like the
brand name but you like the brand logos so it can be a good sign for the company.
3. URLs
For our brand (CleanGerm) we create an URL. Our brand URL is www.cleangerm.com.bd

www.cleangerm.com.bd
We have kept our brand URL name very simple so that it is easy for everyone to memorize. The
URL we used for our brand has been registered because of the protection purpose.
4. Slogan
Our brand slogan is “For Instant Cleaning”. We use it because the main function of hand
sanitizer is to clean the germ so that we used it. We can use this in our advertising, packaging,
outdoor branding and any POP locations.

Fig: Slogan
5. Character
We use the germ shape cartoon for our brand character. It is colorful and rich in imagery so that
we can easily grab the customer attention and at the same time it will create good brand
awareness.
 Fig: Brand Character

Product Strategy
There are five level of product Strategy that we are following in our product
1. Core Benefit
Our alcohol based hand sanitizer core benefit is stopping the spread of germs, promote good
hygienic and health and reduce waste.
2. Generic Product
Alcohol based various typically contain some combination of isopropyl alcohol ethanol or
propanol with 60% to 95% alcohol the effective.
3. Expected Product
Hand sanitizer is not expected to be cheaper GST reduction is predicted.
4. Augmented Product
Hand sanitizer gel is kept in a typical pump bottle.
5. Potential Product
For future customer loyalty, our aim is to surprise and delight customers in the future by
continuing to augment & transformations products.
General strategy
 Few ingredients
1. Rubbing alcohol 91-99%
2. Aloe Vera Gel
3. And essential oil such as tea tree oil or lavender oil.
Features and Benefits
 Kills up to 99.9% of common germs that can be transmitted by contaminated hands.
 It is easy to use water or use of water.
 Product Reliability
Our product is tasted that product used on surfaces in manufacturing areas hands household
hospitality for removal bacteria.
 Serviceability
Our hand sanitizer kill 99.9% of germs people seeming clean hands might be housing
millions of bacteria. This hand sanitizer is formulated to kill 99.95% of those germs enriched
with lemon.
 Style And design: Our product is design by two types One is liquid and one is spray. Our
product is designed by many weight 30ml, 60ml, 100ml, 250ml, and 500ml.

Pricing Strategy
Our total budget is 6,000,000 BDT. We are try to maintain our all work depend on this budget.
At our main product is hand sanitizer so we decided to select cost based pricing strategy. It is our
new launching product. Our product net Weight is 30 ml, 60ml, 100ml, 250ml and 500ml. Our
price segmentation is below
 Net weight Production Cost Price
30ml 20 BDT 25 BDT
60ml 37 BDT 45 BDT
100ml 65 BDT 75 BDT
250ml 130 BDT 160 BDT
500ml 230 BDT 280 BDT

We will Try to reduce our production cost because is our new product. We will focus some
important issue for investing our capital. It is our new lunching product so we focus advertising
and promotion and Marketing. Customer doesn’t know about our product. So advertising and
promotion will help them to know our product. We are investing money in this particular part.
That thinks showing it below:

Investment Part Amount

Production 2500000 BDT
Advertising and promotions 1500000 BDT
Marketing 1000000 BDT
Other Cost 1000000 BDT
Total Cost 6000000 BDT

It is our total investment part. We are trying to invest as well as it is helping us for proper
positioning in market. We will try to serve our customer properly.

Channel Strategy
As we have a limited amount of money to carry out the whole business plan, we would follow
the conventional distribution channel as our channel strategy. In this channel one or more
independent producers, wholesalers, retailers do their independent business to make their own
profit. As a producer of hand sanitizer, we will sell our product to the wholesalers of the channel.
The design of our distribution channel will be indirect channel. We have to sell our product
through the wholesalers or retailers. Our advertising & promotion strategies will be conducted
regarding mostly to attract our wholesalers as well as the consumers.
Our company will push the products to its resellers and they will push it to the customers.
Following the push strategy our marketing strategies such as personal selling, trade, promotion
etc will be done targeting retailers & wholesalers.
We can get some specialized services through our distribution channel. We can collect
information’s about our customer’s demand through the wholesalers, which will help us to
research our customers. Communication, negotiation with customers will be easier because of
the distribution channel. Sometimes we can get help to solve our financing problem through the
channel such as wholesalers or retailers.
Conventional Distribution Channel
A channel consisting of one or more independent producers, wholesalers and retailers each a
separate business seeking to maximize its own profits, perhaps even at the expense of profits for
the system as a whole.

Communication
To communicate & reach the customer so closer, we follow the below way
CleanGerm hand sanitizer is a newly lounged product in the market. In fact, the name of our
company is mostly unknown to the consumers. So the promotion of our product will be go
through the chain marketing strategy. Our flow of demand will go from our company to our
wholesalers, to retailers, to the Consumers. Even though we will directly sell to wholesalers,
advertising must occur over magazines, newspapers, Internet, direct mail, and coupons to the
customers. These advertisements would catch the attention of the everyday consumer and
influence them to buy our products.
We will take the following ways for advertising:
1. Media Advertising
Media advertising is the process of choosing the most efficient media for an advertising
campaign. To evaluate media efficiency, planners consider a range of factors including: the
required coverage and number of exposures in a target audience, the relative cost of the media
advertising and the media environment. Media planning may also involve buying media space.
When people will know about our product on television, newspapers, radio or magazines will
attracted by our product and place that on their everyday needs. Some of our innovative live
advertisement will help to catch a good number of customers.

Some types of advertising media are

 Television advertising
 Radio advertising
 Advertising through Newspaper
 Advertising through Magazine
 Print publications advertising

2. Direct Response
Direct response is a type of sales
technique designed to evoke an on-the-
spot response and encourage a prospective
customer to take action by opting in the advertiser’s offer.
Direct response marketing could be found nearly in all forms
of advertising. To reach the customers with our product will so
much effective through the direct market section. We can
give ideas about our product to customers by calling them or
sent them the specifications of our product via SMS and Email. We can also take review from
the customers face to face. It will help to fill up our lacking and develop our product according
to their demand.
Some types of direct response advertising are
 Face to face marketing
 SMS
 Email

3. Place Advertising
Place advertising also called
as out-of-home advertising.
When people go out of the home they can get idea about our brand through place advertisement.
By this advertisement, people who live in rural area can be introduced to our product. Different
classes of people make themselves familiar with our product.
Some types of place advertisement
 Billboard
 Public spaces
 Product placement

4. Advertising through Internet

Now-a-days people can make
contact with one another by social
media easily. We want utilize this
virtual space to reach our
customers. We can share our
 advertising content to a lot of people on a click. This is the
fastest way to introduce our product to a huge number of
people.
Some of social media which we will reach our customers
by
 Facebook
 Instagram
 YouTube
 Twitter
 LinkedIn

These will be some off our effective way to introduce our product to the customers. Even though
we are also do some inter active advertising with different types of events, give away and some
other promotional activities.  We will provide free samples to the pharmacies, hand washing
campaign in offices, schools and in different public places. By doing all this advertising
activities, we will reach to our customers and take their attraction. So we can expand our
business space and able to establish our product on the market computing with other companies.
Leveraging Secondary Brand Associations
Secondary brand associations sometimes play an important role. If customers are not aware of
the expansion of our brand expansion in that case customers will be indifferent. But existing
knowledge of parent brands can make them more aware and more open to your extensions. But
existing knowledge of parent brands can make them more aware and more open to your
extensions. This is called knowledge transfer and every brand extension can benefit from it.
Country of origin
The country of origin indicates the geographical location from which a product was produced.
Some countries may have a reputation for expertises in certain product segments that can create
secondary brand associations Customers prefer products from specialist countries that can be
trusted.
CleanGerm is a product that kill germ, virus instant. CleanGerm is a product that produces in
Bangladesh. People across the country have started buying and storing these healthcare products,
which were rarely used before the epidemic. Since this product cleans instant germs. So this
product is mostly used in hospitals. But now due to the corona virus, the use of the product has
increased a lot. So now if any foreign company takes hand sanitizer from us then Bangladesh
will be its country of origin.

Conclusion
We are launching our product CleanGerm hand sanitizer. It is our local brand which is using for
clean our hand from different types of virus including newly COVID-19. We focus on
customer’s safety & security that people attract towards our product. We will use product
advertisement to help with the sales and promotion of our product. To sustain in a very highly
competitive with the competitor, our company should continue to keep revising its pricing
policies, management strategies & product promotion. So that we can say that we can earn a
huge profit and fulfill our national responsibility.