PMAS ARID AGRICULTURE UNIVERSITY RAWALPINDI

UNIVERSITY INSTITUTE OF INFORMATION TECHNOLOGY

Course Title: Introduction to Marketing

Course Code: MGT-351

Submitted To: Mrs. Solat Sidra

Project: Hand sanitizer Lotion

Group Members:

ASNA SHERGEEL (20-ARID-756)

HUMNA IMRAN (20-ARID-768)

HUSNAIN JAVED ALI (20-ARID-769)

MUHAMMAD HAQAN ALI RAI (20 –ARID-797)

SADEEM JALIL (20-ARID-821)

Project Final Report:

Product:
 Name of Product:
 Handitize name is derived from the combination of two words (Handi + tize).

Handi reflects hands

Tize imparts sanitize
Handi + tize = Handitize
Our product name must reflect the motive, goal and the function of product.
It must impart the reason of its production.
Handitize is specially made to be used to secure hands. That’s why we used 1st part
of our name as (Handi) and the other main function is that it will sanitize the
hands that’s the main reason why we use the 2nd part of our product name as(tize).

 Purpose of sanitizer lotion:

The growing demand for wellness and health products with a rising rate of diseases
has increased the demand for hand sanitizer market. Also the demand for hand
sanitizers is increasing, with the growing corona virus crisis rapidly across the
globe. People frequently use sanitizer in order to prevent them from covid-19
germs. But the problem is that some hand sanitizers can lead to dry skin, infection,
itching or even fine lines or cracks. With increasing awareness about hand hygiene
is driving the need of sanitizer’s lotion. This hand sanitizer lotion has a pleasing
texture, moisturizes your skin, and zaps germs it comes together quickly, and
doesn’t leave your hands smelling sticky, just soft and germ free! Formulated with
moisturizing glycerin, vitamin e, and a sanitizer to moisturize hands and eliminate
bacteria. This alcohol-based hand sanitizer lotion formulated with 70% alcohol,
effective against 99.99% of many common harmful germs and bacteria, and
enriched with natural moisturizing ingredients to combat the drying effects of
alcohol.

 2 Level of product for sanitizer lotion:

Core level:

The core benefits of our hand sanitizer lotion are as follows

 Hand cleanliness
 Leaves the hand soft and moisturized
 do not promote antimicrobial resistance
  Free from bacteria and viruses

Actual Level:

The actual levels of our hand sanitizer lotion are as follows:

 Crystal Clean (Brand name)

 Handitize sanitizer lotion (product name)
 Safe Hands, Smooth Hands (tagline)
 Classification of product:
 Why Sanitizer lotion is convenience product:

Convenience goods are products that consumers' purchase repeatedly and

without much thought. Our sanitizer lotion is included in convenience goods
because consumers bought frequently and with a minimum of thought and
effort because they are not of vital concern nor have any great impact on the
consumer's lifestyle. The following are the major reasons:

 Low price

One of the first characteristics is that the price of our sanitizer lotion is
generally lower. As the price is lower, the consumer does not think twice before
making the purchase.

 Brand switching

Because there is not much differentiation and as the risk in the purchase is
minimal, there is heavy brand switching  in products like our sanitizer lotion.
Customer might not stick to one single brand and the innovators and adopters
will keep checking out new brands in the market.

 Repeat purchase

Another factor which makes our sanitizer lotion a convenience good is repeat
purchase of the same product. For example – I have always used sanitizer lotion
as a disinfectant. So I always purchase the same. Purchasing a sanitizer from the
market is a no brainer for me. But if I am going to purchase something new for
the first time, I might think a bit more. Still I won’t think of purchasing a hand
sanitizer as much as purchasing a new laptop or a new car.
  Mass advertisement:

Sanitizer lotion is convenience product because it requires mass advertisement

to earn profits by enabling more people to know about the products and services
and thus resulting in more sales

 Low risk factor

As the price is lesser, there is no risk involved in the purchase of our hand
sanitizer lotion. The product can easily be returned or replaced. And hence, a
consumer does not get heavily involved in the purchase of such a product. A
consumer will think very less when purchasing products like our sanitizer lotion
for himself but he might think longer and in depth when purchasing a watch for
himself or his loved ones

 Unplanned purchase:

Unplanned purchase is a feature found only in Low involvement purchase and

convenience products. As the consumption of our sanitizer lotion is very fast.
Hence customers buy our sanitizer lotion without planning in advance. 

 Brand Name:

Crystal clean

Reason of Crystal Clean brand name:

As the product of our brand is related to cleanness that’s why we use this unique
brand name means that something is spotlessly clean, bright, or freshly washed
like a newly washed and polished crystal.

 Logo:
Logo is a single dot, sign or symbol which imparts the overall brand company and
any organization.

For a new launching brand most suitable things is that it would make a logo that
will promote the brand name.

Promotion of brand through logo will play a key role in promotion of brands.
That’s the main reason why we create our logo with (CC).
1st C delivers 1st part of the brand name (Crystal).
2ndC delivers 2nd part of the brand name (Clean).
 Tagline:
SAFE HANDS, SMOOTH HANDS
Tagline of the brand is line which summarize over all `goals of the product.
Tagline emotionally connects the customer with brand.
Its collects the emotions of customer how they will feel in doing business with our
company.
There are two main motives of our product.
 Safe Hands; Kills 99.99% of germs.
 Smooth Hands; Moisturizes our skin.
 Color Scheme of Packing:
Color of product must be attractive towards the customers.
It must be according to the nature and function of product.
We selected blue color with white background and silver packaging for our
product.
  Blue is very attractive and suits the nature of our product. Blue color
universally reflects health and cure. Worldwide most of the medicines and
security products are in blue color.
 White color represents purity, cleanliness and freshness. It symbolizing a
new beginning or a fresh start.
 Silver color represents grace, elegance and glamour.

 Package material and details:

As demand for hand sanitizer increases, so too does the need for quality packaging
to contain them. We launch our sanitizer lotion in unique plastic packaging bottles
with suitable for use. It provides consumers many benefits such as lightweight,
high strength, not easy to damage, better-sealing performance, resistance to
moisture, and hygiene.
Our attractive packaging INVITES the consumer and encourages impulse buying.
The unique, color and styling create instant recognition and persuade a customer to
make a quick buying decision.
 Labeling:

Front labeling:
Face of the product must have attractive look.
It will deliver all the main features, goals and properties of our brand.
Our front labeling delivers following features:
  Logo
 Brand name
 Tagline
 Product name Security sign, germs killing sign
 Size in ml
And the target lines are:
 Kills 99.99% of germs.
 With moisturizer and vitamin-E.
 70 % Alcohol.
Back labeling:
Back labeling covers all the essential information about our product that must be
delivered to the customers.
Our back labeling delivers following features:
 Product name on the top
 Target line
 Active ingredient
 Inactive ingredients
 Warning
 Directions
 Exp date , Mgf date
 Price
 Basket sign.

 Quality of product:

As we all know that in this situation of Covid-19, the use of masks, sanitizer is
becoming essential and now sanitizer’s use is increasing.

The quality of our product is up to the mark. We will add moisturizer in our
sanitizer lotion that keeps our skin moisturized. This sanitizer lotion will not give
us dry and rough skin after addition of moisturizer in it. So we can say that our
product is skin friendly. We will add natural ingredients in this product to make it
up the mark for customers. It will kill bacteria, harmful viruses and germs as well.
 Features of sanitizer lotion:

You know you need to keep your hands clean. As much as your hands serve you,
they also put germs in contact with your mouth, eyes, nose, and many other parts
of your body. We hope you’re already washing your hands with soap and warm
water multiple times a day, as that is the best way to clean them, but another
worthy alternative is hand sanitizer lotion with moisturizing features. Here are
some features of our hand sanitizer lotion.

 Safe and secure:

Our sanitizer is alcohol-based, but not methanol. Safe and secure. The FDA
has warned against hand sanitizer with methanol, which can be very dangerous.

 Kill micro organisms:

 One of the foremost features of our hand sanitizer lotion is that it designed to kill
germs, and they get the job done. When used properly this sanitizer lotion can
eliminate 99.9% of the germs on your hands.

 Moisturizing:

The most surprising benefits of this hand sanitizer lotion is that it improves the
texture of the skin on your hands. Our sanitizer lotion contains emollients that
soften your skin, giving you nicer-looking and smoother hands. You’ll definitely
notice a difference in how moisturized your skin feels and looks.

 Fast and portable;

Our Hand sanitizer lotion is far more convenient because it’s fast. There’s no
washing with soap and water for 20 seconds to make sure you’ve removed all
germs. Simply, rub for a few seconds and go.

 Bacteria Can’t Become Resistant:

Bacteria won’t become resistant to the ingredients of our hand sanitizer. Some
sanitizers use an ingredient called Triclosan which has been suspected of
worsening the strains of antibiotic-resistant bacteria present on the hands. But there
are no similar concerns with our sanitizer lotion. The active ingredient in our
sanitizer lotion is alcohol. Alcohol has been used for thousands of years as an
antiseptic. It kills bacteria through a process called denaturation. This is just a way
of saying alcohol can completely dissolve bacteria. 

 Good for sensitive skin:

One common complaint about some hand sanitizer is that certain formulas are
irritating for sensitive skin. But we used hydrogen peroxide as a mild antiseptic in
our sanitizer which is used on the skin to prevent infection of minor cuts, scrapes,
and burns. Applying this sanitizer lotion is usually much better for sensitive skin to
prevent itching and rashes.

Price:
 Number of units to be made:

We will be making 2 units with 2 different sizes.

 Material cost of one unit:

Material cost for one unit for each of the size is:

20 ml= 15 Rs

50 ml= 34.5 Rs

 Packing cost of one unit:

20 ml= 50 Rs

50 ml= 80 Rs

 Labeling cost of one unit:

20 ml= 25 Rs

50 ml= 25 Rs

 Final cost and Final price of product:

Final cost:

For 20ml= 15+50+25= 90 Rs

 For 50 ml= 34.5+25+80 = 139.5 Rs

Final Price:

For 20 ml= 100 Rs

For 50 ml=155 Rs

 Profit Percentage:

Profit = Final price – cost price

For 20 ml= 100 – 90 = 10 Rs

For 50 ml=155 – 139.5 = 15.5 Rs

Profit percentage = profit x 100/ cost price

For 20 ml= 10 x 100 /90= 11.11%

For 50 ml=15.5x 100/139.5= 11.11%

 Selection of Pricing Strategy:

Market penetration:

The pricing strategy we used for our product handitize sanitizer lotion is market
penetration because:

 Our brand is a new brand in the market and our product handitize
sanitizer lotion is also innovative so we kept low price of product to
penetrate easily in the market.
 We will be able to attract a large number of costumers easily as the price
of our hand sanitizer lotion is approximately equal to the price other
sanitizers sprays or gels and they aren’t so skin friendly but our product
sanitizes hands by keeping the hands deeply moisturized by its moisture
active feature.
 It will be easy for the price sensitive costumers to moisturize and sanitize
their hands due to the low cost of our product.

Placement:
 Channel level:

We will be using 3rd channel for the supply of our product that is our product will
be produced by the producers and from producers, it will be supplied to the
wholesalers and from wholesalers, it will be supplied to the retailers and from
them, the product will be delivered to the final customers.

Reason:

Our product Handitize Sanitizer lotion is a convenience product and it should be

available on every retailer shop. For that supplying our product directly to retailers
isn’t possible and easy task so we are using 3rd channel so that the wholesalers
would further supply our product to the retailers and from retailers to the
costumers.

 Proposed places for placement of product:

Depending upon the distribution channel our product will be placed in cosmetic
stores, pharmacy stores, online stores, and it will also be supplied to restaurants,
schools, hospitals, etc.

Promotion:
 Explain your Advertisement:

We created our advertisement from our homes and the start of Advertisement is
that after the corona virus vaccination precaution and safety measures are still very
important so we have to maintain social distancing, wear mask while going
anywhere and wash our hands frequently if washing hands is not possible then use
hand sanitizers but hand sanitizers make hands rough and dry so a solution is
required to make our hands clean as well as moisturized and hydrated for that
crystal clean (our brand) brought a handitize sanitizer lotion which is 2-in-1 hand
sanitizer lotion which is going to kill germs and will make our hands deeply
moisturized.

In our Advertisement the main focus is to aware the target market about the
innovative product we launched.

 Theme of advertisement:
The theme of our advertisement is that if you frequently use hand sanitizer that
leaves your hand dry and causes irritation than our skin-friendly hand sanitizer
lotion can be good option to consider for effectively maintaining your hand
hygiene level. With the extracts of essential oils, aloe vera gel and vitamin this
hand sanitizer lotion is known for effectively keep your palms and fingers smooth
and soft. The non-greasy formula quickly absorbs into the skin and does not make
your hands feel uncomfortable.

 Communication Objectives of Advertisement:

• Introduce Brand:

Our first objective is to introduce our brand as our brand is new in the market so
we wanted to make people aware of it.

• Introduce Product:

Our second and main objective is to make people know about the product we have
launched.

• Awareness Creation:

Third objective of advertisement is to capture the attention of people and make

them aware of the product and its features that our product is not an ordinary hand
sanitizer but a lotion hand sanitizer.

• Differentiation:

Our product is different and innovative from the already existing hand sanitizers in
the market. It is not an ordinary hand sanitizer but a hand sanitizer lotion to make
hands deeply moisturized and letting them free from germs.

• Positioning of Product:

One of the key factors is to position the brand and product in the minds of the
customers.

• Create desire:
Another key factor in advertising is to create a desire for the product so that the
customer wants the product to protect their hands form germs as well as to moisten
their hands.

 Elements of promotion to be used now:

We used advertising and SALES PROMOTION to promote our product. Because

advertising helps our business compete, and helps businesses stay ahead of the
game while competing with other businesses and through advertising we can
convince our consumer that we are the one they should choose .and we can tell our
target market that we bring innovation for them by adding moisturizing elements in
our sanitizer. AND we also use SALES PROMOTION method to promote our
product. We distribute free samples of our sanitizer lotion to introduce our product
to new audiences unfamiliar with our brand and encourage repeat customers which
results in more sales of our products. It can also increase consumer demand,
stimulate market demand, to get potential buyers to heed a call to action and
increase the size of purchases.

 Elements of promotion to be used in future:

In near future we will use direct marketing method to promote our product because
it allows us to target specific groups of customers with tailored messages. By
taking the time to research and identify the customers who are most likely to need
or want our products and services, we can focus our marketing efforts where we
have the highest chance of achieving results. A well-thought-out campaign will
help us find new customers and target those who are most interested in our product
and effectively communicate with existing clients, and increase their loyalty.

 Implication of e marketing:

The Internet as a new communication medium that creates new kind of global
virtual market, without spatial and temporal boundaries, has completely changed
the media picture of the world.

Now the electronic marketing covers all online activities that allow companies to
meet the desires and needs of their customers in a quick and very effective manner.
AS the COVID-19 crisis accelerated an expansion of e-commerce towards new
firms, customers and types of products and has provided customers with access to
a significant variety of products from the convenience and safety of their homes,
we are thinking of Launching an E-commerce Website which is one of the quickest
and easiest methods to sell personal care products online. And in near future we are
thinking to sell our handitize sanitizer lotion online on our own online store built
with a platform like Shopify, on third-party marketplaces like Amazon and eBay,
niche marketplaces like Poshmark and Mercari, and on social media sites like
Instagram and Facebook by creating our official page. Moreover Advertising along
with the health blogs or posting health-related blogs on your E-Commerce platform
and using the SEO tools can significantly help bring the customers to visit your
website and know about your hand sanitizer lotion. Since the world of advertising
and public acceptance relies largely on social media.

Final Project:
 Environmental factors that may affect the product:
 Temperature:

As some products are temperature sensitive, our product is also temperature

sensitive. It should be stored at room temperature or lower temperature. Direct
sunlight and high temperature may affect the performance of the product. So we
should be careful about the surrounding high temperature and direct sunlight to
keep our product safe.

 Economical factors:

One of the main factors that affect our product is the economical factor. It depends
upon the purchasing power and spending pattern of public. If people don’t have
sufficient amount to fulfill their basic needs then they will never go for the
purchasing of products other than their basic need. This factor will influence our
product as our product is a personal care product.

 Population:

As we are launching our product in Pakistan and we all know population is

increasing in Pakistan day by day. So the needs and requirements of people are
increasing with the increase of population. So in case of over population in
Pakistan it can expect that our product can be insufficient to fulfill customer’s
needs due to over population. It means that when there would be large number of
people to buy our Handitize Sanitizer lotion so it may happen that we have less
number of Handitize Sanitizer lotions to fulfill needs of greater number of people.
So overpopulation may have negative impacts on our product.

 Government policies:

As our product will launch in Pakistan where government changes after every 5
years, so every government changes taxes policies and the prices increase of
different products and sometimes a new government increases taxes on product to
a high extent and price increase to such a level where it is impossible for people to
buy such an expensive products and laws according to them so, government
policies is a big factor that may affect our product in a positive as well as negative
manner. Positive as well as negative manner means that if new government do not
change tax on our product as we initially mentioned so in this case price of our
product will remain same which is not so high so this sort of government policy
has positive effects on our Handitize Sanitizer lotion but if new government
increases tax to a high level so in this price of our product would b high and
difficult for people to but so it has negative impacts on our product.

 Targeting of product:

There is a wide range of customers that purchase hand sanitizers. Our primary
target will include individuals, families, and companies that are concerned about
staying germ free and have healthy smooth skin. Plus who can afford buying our
sanitizer lotion and want to fulfill everyday need that provides them and their
family with a 100 percent anti bacterial solution and complete protection from all
germs and bacteria with no drying affects on skin.

 Segmentation of our product:

As we launch our product in two different sizes 20ml and 50ml bottle. So the
segmentation of our product is urban middle class and lower class people who are
concerned about both safety and health of their skin. Our brand focuses on the
well-being of people and puts much attention to the health of our customers.

 Positioning of our product:

Our sanitizer lotion is positioned as a personal care product that serves as a 100%
germ fighter with complete care of your hand’s palm and fingers. The goal of our
product is to provide safety with accessible hygiene and health solutions. Just 1
drop of Handitize Sanitizer lotion kills as many germs as two drops of any other
national brand of sanitizer.

 Personal experienced/ suggestions:

After developing the product, I personally used it. We all touch door handles,
buttons or surfaces without thinking about it, so I like to have one on me at all
times. I also use it at home, if it’s not always possible or practical to wash my
hands. When we all had to step up our hand hygiene routines, there was no
question around when or where to use hand sanitizer. I use it when travelling,
shopping, and eating out. It’s now part of my daily life. Handitize hand sanitizer
lotion is a joy to use. Our unique Blend helps to renew skin’s natural moisture. The
lasting nourishment your skin deserves. But there is a suggestion for you guys that
don’t use hand sanitizers when hands are soiled or greasy. Sanitizers cannot
remove soil, dirt, and lubrication rather they will make hands sticky, attracting
more dirt.

 Feedback:

Feedback of Handitize Sanitizer lotion is that it is a product which not only keeps
us safe but it also gives us moisturized and smooth skin .Our product has no side
effects because it is made up of natural ingredients .It will sought out our dryness
problems of skin and give us a soft skin. We are expecting from our customers that
they will give a good and admire ale feedback about Handitize Sanitizer lotion.

 Future plans of our product:

As the global threat from Coronavirus is continuing to grow, and at a rapidly

accelerating rate. This has made even idlers wash their hands at least four times a
day. If the sales of our product go well then to meet the increasing demands of
personal hygiene we will increase the monthly production of our hand sanitizer
lotion by 10 times as compared to a typical month in 2021. The increase in
awareness about personal hygiene and care is also accelerating the demand of hand
sanitizer lotion. We are thinking about launching sachets of 7.5ml for those who
have financial issues, and for the ease of people. A sachet is the right size to keep
in purse and pocket especially when traveling. We believe that we have an
important role to play to ensure that people can get hold of the products they need.
As people start venturing outdoors and returning to work, school and other aspects
of their lives, we anticipate an increase in demand for more portable hand hygiene
products such as our Handitize hand sanitizer lotion.