Assignment on:

Innovative Product or Service

Product Name: Towel Tablets

Submitted by:

Ishrat Mahnur Orpita

191011117

Principles of Marketing

Course Code: Bus 206

Section: 2

BBA Department

Submission Date: 6 September, 2020

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Towel Tablets are the fiber towels that are flatten into a size and shape of tiny coins. The coin
gets broaden after adding a spoon of water. As the infomercials say, "Just add
water!"(Allure,2016). This is an innovative product in our day to day scheduled and
adventurous life. “The compressed toilet paper tablet is a compact tissue cloth, made out of
100% pure cellulose, that expands in seconds and unrolls into a 9X9 inch or 22X24 cm
durable towel when a splash of water is added to it.” (BlogNox, 2017). They are very long-
lasting also could be used one than once after enlarging. This is made of, “The compressed
toilet paper tablet is made from 100% natural viscose rayon, which is a fiber of regenerated
cellulose. It is a β-D-glucose polymer having the empirical formula (C6H10O5)n.”
(BlogNox, 2017). This discussion on this paper is drawn on my new business idea, coming up
with a new innovative and creative product idea and also marketing analysis of Towel Tablet
in Bangladesh. This is because managing new product development process is extremely
important for example market research, value create, capture value, understand market place
and customer needs, customer insight & customer relationship, CRM, target market,
advertisement and promotions, MROI, distribution channels, competitor and lastly branding
position. This is to a new product journey in Bangladesh and how it with time makes a
profitable small business.

Figure 1 & 2: Towel Tablets

By following actions of market research, the possibility of towel tablets straightly focuses on
the judgment of travelers, hikers, and other potential customers. It will permit the business to
find who are willing to buy a few amazing compressed towels that serves the same job as
huge space wasting toilet papers and give their feedbacks. Descriptive research will be a great
option for towel tablets. This quantitative procedure allows monitoring directly includes
surveys, interviews, target groups, customer observations maybe through internet or face to
face. How the consumers feel of the uses of towel tablets and their interest about the product.
This information could be used to make corrections regarding the market at its benefit.
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Towel tablets are already worth using since it is large, substantial and may last for several
days, easy to use, so it may attract customers simply. It serves high quality and valuables
services. “Compressed safe tissue cloth comes without any added chemicals or any other
ingredients like perfumes, preservatives or alcohol.” (BlogNox, 2017). It is extremely
compact and lightweight (3.5gm each). The market research observations will propose a
customer friendly cost. However, it is slightly more costly (8tk BDT each) than other
alternative. An article says, “Therefore, you can maneuver with it in different ways. Each
towel is equivalent to more than 10 paper napkins” (BlogNox, 2017), so the service,
usefulness and care toward customers will build customer value.

This business believes that it will capture some loyal by providing trouble-free availability of
magic towel tablets. The customer target will be mid range to high, the travelers may find it
easy to carry and space saving and “this way, a person could place the desired quantities in a
purse, first-aid kit, comfort pack, toiletries kit, bug out bag, tackle box, diaper bag or glove
compartment – wherever for whenever one will be most needed.”(Packing Light Travel,
2017). It is committed to give its best service to current and future sales, market share and
profit. Its efficiancy and reliability will capture more customers in a profitable way to
business.

The business has to understand if customer wants, need and demands the towel tablets
because “Marketing derives its success from understanding the fundamentals of social
science.” (Course Hero, 2013). After that it will have to know what market is currently
offering. How the current product or service are a threat to the dealings. This will make will
that more satisfaction and value be created and then building a good customer relationship is
essential. Finally marketing strategy requires to be in used in beneficial side to fulfill
customer needs.

The selling has to realize their customers to the depth. Their buying attitude, their need for
compressed tablets and why they prefer it. For example, “Hikers want things as light as
possible and thus, these things may serve as a best friend for backpackers.”(BlogNox, 2017).
By knowing this necessary information, the customer relationship could be build stronger and
the business might give their best buyers some discounts and extra advantages to catch
potential customers for future.

The field will improve initial communication and offer multiple method of contact to utilize
customer relationship management. It will ensure customer friendly environment by looking
forward to their needs so it will help sellers reach more and more contact. Using some tag
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like with the delivery may help such as travel with towel magic coins or just add spoon water;
it will showcase the benefits of using this new product.

This product is made for every gender and age of people, even it is both kids and pets
friendly. Although our target market is mid and high range traveler, hikers because they
cannot manage huge space to carry toilet issues or bandages all together but our product
proposes variety of favorable side to them like facecloth- like wipe, female hygiene, and
maybe starting a fire! First our market will cover Dhaka, maybe supply it to super shops, and
then expand its marking area throughout the country.

Digital marketing will be best for our product. We could create a website to promote and sell
our product and provide delivery by 24 hrs. We could advertise using social media platform
in particular facebook, instagram, youtube and other. Promoting is a key point to a small
business unlike this like making videos and boosting. We could use friends of friends and
contact to display our services and we being.

We could apply some steps to measure and mange Return on Marketing Investment like
knowing it, showing it, and growing it. Firstly, studying cases of our investment plane
through optimizing cross channel marketing, CLTV strategy. Then making ensure a net profit
is important all over the process.

Channels Throughout Bangladesh

6.00%
5.00%
4.00%
3.00% Channels Throughout
2.00% Bangladesh
1.00%
0.00%
Dhaka Narayanganj Khulna Chittagong

Figure 3: Target areas of Bangladesh

This small business would reach out throughout Bangladesh by some tiny steps. I will target
the mostly developed areas first also in its shops. I could pass on my product to some other
distribution channel who can sell these on my behalf or B2C. I may use my channels from
personal contacts, family in the beginning. I could deliver all over the country via courier
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service as well as it will create some joint strategy by two groups. It will be helpful to
broaden also grow revenue quickly on my field of selling these awesome tablets.

I will try to identify what my competitors are doing also with a strategy to over cross them. I
will reduce my product price slightly lower than them. I will expand my selling and try to
catch their potential customers by giving extra service in my favor. These tablets have many
names “Some of the other names are compressed tissue paper, magic coin tissue, magic tablet
tissue, coin tissue, tablet tissue etc” (BlogNox,2017). I will try to know which one draws
consumer attention more and spotlighting on that might get me more customers. I will survey
what type of packaging customers prefer more so that I can customize it and influence them
to go for it.

Figure 4: Customize Packaging

We can follow branding strategy: building strong brand strategy to position my brand in
customer mind. Though this product comes in various brands, I can centralize on one finding
what customers prefer also make some strong tag line based of the benefits of my product, so
that when customer use my product they feel as same good way of the product itself is. Like
save your space with towel tablet or go camp with magic coins etc. it will automatically set
on my customer mind that they are going with a magical, better and safer choice.

There are still some restrictions on using coin tissue. Children may confuse these with
candies so it should keep on a safer distance from them. In restaurants, people again confuse
these with mints so they should be warned. It should be stored on a dry and clean place in
case of its efficiency and effectiveness. This may not be the best invention of last decade;
however, it is a live safer product for current outings and traveling. I believe customer will
find it healthy and hygienic in product’s grown of business.
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References

Anne B. (January 9, 2017). Travel with tablet towels. Retrieved from

https://packinglighttravel.com/travel-gear/gear-used/travel-tablet-towels/

Lauren H. (July 22, 2016). This Tablet Is Sweaty-Commute-Curing Magic. Retrieved from
https://www.allure.com/story/ildi-pekar-compressed-towels

Mur S. (Fall, 2013). There are five core customer and marketplace concepts. Retrieved from
https://www.coursehero.com/file/p7c2bg4/There-are-five-core-customer-and-marketplace-
concepts-1-needs-wants-and-demands/

Prakash H. (September 16, 2017). Compressed toilet paper tablets | Revolutionize your
camping experience forever. Retrieved from https://www.blognox.com/compressed-toilet-
paper-tablet/