BRANDING

MANAGEMENT &
COMMUNICATION

P
RISTINE
-By AHPLtd.
MARKETING AND
BUSINESS
PROPOSAL

03
Anuj Jhingan-21020841104
Raghav Agrawal- 21020841241
Shephali Dansana-21020841137
Mehul Maheswari- 21020841242
Ansh Mehta- 21020841232
GROUP NUMBER Pankaj Chandiramani- 21020841027
 INDUSTRY ANALYSIS

The unorganized sector continues to dominate the tissue and wipes market,
capturing approximately 50% of the overall market share.
The wipes market grew faster than the tissue paper market between 2010 and
2015.
The paper napkin segment currently generates the most revenue in the tissue
paper market. And institutional consumers contribute the most in this
category.
Rapid urbanization, a growing middle-class population, increased awareness of
health and hygiene, and the increasing availability of suitable low-cost hygiene
products are the major factors driving the tissue and hygiene market.
 INDUSTRY ANALYSIS

In the wipes category, baby wipes have seen massive growth compared to
facial and female wipes
Baby wipes did not exist ten years ago, but in the last few years, their size has
doubled, from 100 crores to 270 crores
In 2022, the market size of the tissue and hygiene paper market is valued at
USD 80.99 billion
By 2029, it is expected to grow to USD 124.74 billion exhibiting a CAGR of 6.4%
during the forecast period
Household paper is expected to be the market's largest segment in 2025 with a
market volume over USD 43.9 billion
The average revenue per person in the tissue and hygiene paper market in
2020 is USD 20.69
 SEGMENTATION

DEMOGRAPHIC BEHAVIORAL
On the basis of gender- male and female both. Consumers looking for the functional benefit of

On the basis of income levels- middle class, hygiene and are frequent users.

upper middle class and the rich Customers looking for freshness that comes from
hygiene and not dryness.

PSYCHOGRAPHIC
Consumers of the target segment are driven
by values of hygiene and health.
Consumers are also driven by beauty standards
of freshness and moisturization
 TARGETING

Measurable Accesible
People who are looking for the benefit of freshness and

hygiene to feel fresh.

The person can be of any age but usually are from the

upper middle class and rich section of the society.

They are looking for-
Functional Benefit of hygiene.
Substantial Differentiable Monetary benefit of premiumness tangibly shown

through packaging and fragrance.

Emotional benefit of feeling fresh.
Self expressive benefit of being associated with a

brand that is sustainable.

Actionable
 POSITIONING
For a hygiene based product that is sustainable in nature,
Hygienic people are ready to pay extra as per research.- The key
consumer insight.

Pristine figures out "How do we make hygiene relevant to

beauty?"
Pristine deep dived into "How does what we provide help the
premium segment of consumers”

Consistent freshness is correlated with hygiene .

Fresh Dry Hygienic= Product attribute.

Consistent Freshness=Consumer benefit.

To make consistent freshness relevant to beauty= Purpose of

the brand.

Unhygienic Hence, Pristine has positioned itself such that it leads with
its purpose.
 BRAND IDENTITY
BRAND AS AN ORGANIZATION
BRAND AS A PRODUCT
We are:
We Provide:
Specialised paper manufacturers with extensive experience
Full range of hygiene experiences
proud of delivering 65% of nation's tissue base paper
Tissues that are gentle on skin
India's largest supplier
Chlorine free tissues
Strict followers of sustainable production practices
High quality goods
100% recyclable tissues
EXTENDED

CORE

BRAND AS A PERSON
BRAND AS A SYMBOL
Our Tissues :
Are soft and light as feathers US
understand how vital it is for you to look amazing Brand's Slogan : "Stay Fresh, Keep It Clean" (Pristine)
Absorb dust and outside particles with just 1 wipe We always have your back when you need us

Comes in four different amazing smells Choose Pristine and Leave the rest to us.

Are constantly by your side as a Best friend!

 PRISTINE’S BRAND KEY:

Brand Truths Esseence

Brand Promise
Made by Industry Soft on skin
100% Natural Fibres
Leaders Single wipe promise
Sourced through
Extensive R&D sustainable particles Carbon based
Focus on Sustainability Cleansing

Benefits
Values Personality
Soft and healthy
Trustworthy The best friend which
chlorine free
Care stays with wherever
Refreshing fragrance
Pleasant always you go
infused

Core Insight Consumer Target

Root strengths
Complete hygiene Health and hygeine
Holistic approach to
solution rather than conscious.
hygiene.
multiple single Slef care and requires
Respect for biodiversity
products. disposable freshness.
MARKETING PLAN
 PRISTINE

DRY WET KITCHEN TOILET SEAT

NAPKINS NAPKINS TOWELS PAPERS COVERS

50 WIPES 50 WIPES 50 WIPES 1 PACKET- 50

20 WIPES 20 WIPES 20 WIPES 10 ROLLS SHEETS
BOTH BOTH 20
SIMPLE SIMPLE SHEETS
AND ANTI AND ANTI
ALLERGIC ALLERGIC

PRODUCT WIDTH= 5
PRODUCT LENGTH=12
AVG. PRODUCT DEPTH=2.4
PRODUCT MIX CONSISTENCY=HIGH
 PRODUCT / SERVICE PLACE
Dry Napkins for Personal Hygiene: Channels
Two SKUs are available.
50 wipes and 20 wipes B2B
Open the package by flipping it over. Collaboration with hotels, restaurants and shopping centres.
Wet wipes with the scents of lavender, sandalwood, and fresh
lemon (Simple and Antiallergic) B2C
Two SKUs are available. Supermarkets and outlets
50 wipes and 20 wipes Modern Trade
Kitchen Towels Mom and Pop Shops
Two SKUs - Simple and Antibacterial CSD cafeterias
Packaging: Remove the plastic wrap and pull to use. e-commerce sites..
100 pulls Assortments
Toilet Paper B2B
Packaging: Remove the plastic wrapping Dry Towels (20 wipes per Box)
Fragrances: Fresh Lemon, lavender, Barley (Simple & Antibacterial) Bathroom towels
High absorption, extra strength, wiping, and mopping features. Seat Covers, Toilet Paper (50 sheets)
Bathroom hygiene B2C
Features of toilet paper include: super softness, virgin fiber, no (20/50 wipes per box) Dry Napkins Kitchen Towels and Wet

clogging, dispenser friendliness, wide breadth, and hygiene. Wipes

10 rolls total in one bundle & 100 pulls make one roll. Paper Towels
Seat cover Covers for seats (20/50 sheets)
Seat coverings with two layers that are extremely soft Tier 1 target cities.
Number: 2 SKUs
20 and 50 sheets.
 PRICE PROMOTION
List Prices ATL-
Dry Napkins Digital marketing: Digital campaigns on social media

50 Wipes - ₹100 platforms focusing on:

20 Wipes - ₹40 Sustainability (100% recycled)
Wet Wipes (Simple) Freshness
50 Wipes - ₹150 Fragrance
20 Wipes - ₹60 Antibacterial
Wet Wipes (Antiallergic) OOH, Activities:
50 Wipes - ₹200 Billboards in prominent locations.
20 Wipes - ₹80 Airport advertising
Kitchen Towels (Simple) Signs and hoardings in Malls.
100 pulls- ₹150 Events:
Kitchen Towels (Antibacterial) Partnerships with food and beverage events.
100 pulls- ₹200 Also, lifestyle fashion events promote face wipes.

Toilet Paper:

1 packet – 10 rolls in one packet - ₹450 BTL -

Seat Covers: Personal selling in supermarkets and other Modern trade

50 sheets - ₹325 formats by handing out samples.

20 sheets - ₹150 Food exhibition
Discounts on Bulk purchases and for Channel partners
DEMAND ESTIMATION
 SPONSORSHIP PLAN

#1 EVENTS SPONSORSHIP

The Pristine will get the title sponsorship rights The company's logo and tagline regarding
for either a top-tier sports league or one of the cleanliness might be presented on stage as one
popular food programs on TV, such as MasterChef of the sponsors at pharmaceutical meet-ups.
for hygiene related events.

The title sponsorship of a national sports league,

such as football or badminton, as well as shirt
sponsorship of select teams.
 SPONSORSHIP PLAN

#2 BUSINESS SPONSORSHIP

The business would first sponsor free samples for Hospitals will be encouraged to utilise Pristine's
businesses in order to get sales orders at a later time. antibacterial wipes and napkins solely for the benefit
A contract with a 50-50 logo space split across all of patients and medical professionals in order to
items and industry-specific customization would also increase customer confidence in the product's
aid in increasing B2B sales. antibacterial properties.

To encourage cleanliness in hotel standards, 3 to 5-

star hotels or OYO rooms should be contacted about
sponsoring toilet paper, seat covers, and face wipes.
 SPONSORSHIP PLAN

#3 SOCIAL MEDIA INFLUENCERS

Pristine will target different social media Instagram food accounts and other food bloggers
influencers, focusing on Instagram and YouTube for Large-scale partnership and sponsorship,
where video platforms are more prevalent. where they might launch a social media campaign
for the brand Pristine.

Target food bloggers, provide a fantastic platform The company would be sending free samples to
for showcasing its products. Like fashion the fashion bloggers for trial period, so that
bloggers, beauty influencers can advertise tissues they can write about the antibacterial aspect of
for the face. the wipes and napkins in their blogs.
PRINT MEDIA CREATIVE:
TVC MEDIA CREATIVE: