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Marketing Management of Hand Sanitizer

 Vaishakh  October 8, 2021  CBSE 12th Commerce, Business Studies

Contents [hide]

MARKETING MANAGEMENT
Marketing management is the directing of an organization’s resources to develop and implement the best

possible strategy to reach its desired consumer segment to maximize sales of a particular product or
service.

5 MARKETING MANAGEMENT CONCEPTS

Production Concept
The production concept is used when demand for a product is higher than its supply. The philosophy

here is that “ supply creates its demand.” Therefore, the focus is on manufacturing more products to

make sure it’s widely available.

Product Concept

Contrary to the production concept, this concept assumes consumers value products of a higher quality
as opposed to price and availability. Therefore the focus is more on quality and less on quantity. The

product concept is that if you’re selling a product of great quality, minimal marketing will be required to

sell it.


Selling Concept

Where the production and product concepts focus on manufacturing, the selling concept focuses on the
making of an actual sale. The number one focus for the manager is to make money no matter the quality

needs to consumers supply, on-demand. Because of this, the selling concept entails very aggressive

marketing.

Marketing Concept

The marketing concept works on the philosophy that consumers buy products that fulfill their needs. A

manager that takes the marketing approach will conduct extensive market research to determine the
needs of consumers and how to fulfill them better than its competitors

Societal Concept
Marketing managers with this approach are also concerned about the well-being of society and feel a

responsibility to tend to the world around them. The societal concept creates a balance of social and

environmental welfare, customer, relationships, and sales.

4Ps

Product

The product is either a tangible good or an intangible service that seems to meet a specific customer’s

need or demand. All products follow a logical product life cycle and marketers need to understand and

plan for the various stages and their unique challenges. It is key to understand those problems that the
product is attempting to solve. The benefits offered by the product and all its features need to be

understood and the unique selling proposition of the product needs to be studied. In addition, the

potential buyers of the product need to be identified and understood.


 Price

Price covers the actual amount the end-user is expected to pay for a product. How a product is priced

will directly affect how it sells. This is linked to what the perceived value of the product is to the

customer rather than an objective casting of the product on offer. If a product is priced higher or lower

than its perceived value, then it will not sell. This is why it is imperative to understand how a customer
sees what you selling. If there is a positive customer value then a product may be successfully priced

higher than its objective monetary value in the eyes of the consumer, then it may need to be

underpriced to sell. Price may also be affected by distribution plans value chain costs and mark-ups and

how competitors price a rival product.

Promotion

The marketing communication strategies and techniques all fall under the promotion heading these may
include advertising, sales promotion, special offers, and public relations. Whatever the channel used, it

must be suitable for the product, the price, and the end-user it is being marketed to. It is important to

differentiate between marketing and promotion. Promotion is just the communication aspect of the

entire marketing function.

Place
Place or placement has to do with how the product will be provided to the customer. Distribution is a

key element of placement. The placement strategy will help assess what channel is the most suited to a

product. How a product is accused by the end-users also needs to complement the rest of the product

strategy

INTRODUCTION
Hand sanitizer is a liquid, gel, or foam generally used to decrease infections agents on the hands. In most
settings handwashing with soap and water is generally preferred. Hand sanitizer is less effective at killing

certain kinds of germs such as norovirus and Clostridium difficult and unlike soap and water, it cannot
remove harmful chemicals. People may incorrectly wipe off-hand sanitizer before it has dried and some

are less effective because their alcohol concentrations are too low. In most healthcare settings alcohol-
based hand sanitizer is preferable to handwashing with soap and water because it may be better tolerated
and is more effective at reducing bacteria. Handwashing with soap and water however should be carried

out if contamination can be seen, or following the use of the toilet. The general use of non-Alcohol-based
hand sanitizer has no recommendations. Alcohol-based versions typically contain some combination of

isopropyl alcohol, ethanol (ethyl, alcohol), or propanol with versions containing 60 % to 95% alcohol the
most effective. Care should be taken as they are flammable. Alcohol-based hand sanitizer work against a

wide variety of microorganisms but not spores. Compounds such as glycerol may be added to prevent
drying of the skin some versions contain fragrances; however, these are discouraged due to the risk of
allergic reactions. Non-alcohol-based versions typically contain benzalkonium chloride or triclosan but are

less effective than alcohol-based ones alcohol has been used as an antiseptic for at least or Carly as 1363

with evidence to support its use becoming available in the late 1800s. alcohol-based hand sanitizer has
been commonly used in Europe since at least the 1980s.

IMPORTANCE OF HAND SANITIZER

Alcohol-based hand sanitizers help to deter the spread of germs and illness-causing bacteria, particularly
in busy environments like schools and offices

Stop The Spread Of Germs

 According to studies, 1 in 5 people don’t regularly wash their hands those who do, 70% don’t use soap.
Providing hand sanitizer in key areas (including bathrooms and kitchens) makes it more likely that
people will use it to kill harmful bacteria.

PROMOTE GOOD HYGIENE AND HEALTH

A healthy building is a productive one. One study in the America Journal of infection control (AJIC) found

that encouraging the use of hand sanitizers in schools reduced absenteeism by almost 20%

Reduce Waste
As an extra precaution, many people will use paper towels to open doors when leaving bathrooms or

kitchens placing hand sanitizers near exits makes it easy for people to defend themselves from germs
without needing to create an additional mess.

PROS AND CONS OF HAND SANITIZER

BENEFITS
Hand sanitizers are convenient, portal easy to use, and not time-consuming 

Several studies have concluded that the risk of spreading gastrointestinal (stomach) is respiratory
infection is decreased among families who use hand sanitizers.

Commercially prepared hand sanitizers contain ingredients that help prevent skin dryness using these
products can result in less skin dryness and irritation than hand washing.

Studies show that adding hand sanitizers to classrooms can reduce student absenteeism due to illness

by 20 percent. What’s more, many kids think instant hand sanitizers are fun to

LIMITATIONS
Not all hands sanitizers are created equally. Check the bottom for active ingredients. The alcohol content

may be in the form of ethyl alcohol, ethanol, or isopropanol. All of those are acceptable forms of alcohol.
Be certain that no matter which type of alcohol is listed its concentration is between 60 and 95 percent.
The alcohol content of less than 60 % isn’t enough to be effective.

Alcohol does not cut through grime. All dirt, blood, and soil must be wiped or washed away first if the
alcohol in the sanitisers is to be effective. In such cases, hand washing with soap and water is advised.

Hand sanitisers are not cleaning agents and are not meant as a replacement for soap and water but as a

complementary habit sanitiser are most effective when used in conjunction with diligent hand washing

THE RIGHT WAY OF USING IT

स्वच्छ कार , स्वच्छ भारत

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You must use hand sanitiser properly to ensure it does the job it’s meant to do get rid of germs before

they can spread

Don’t use hand sanitiser if your hands are dirty

Hand sanitisers are not meant to clean your hands. They’re meant to disinfect residues like oil or dirt will

prevent hand sanitisers from penetrating down to your skin.

Use the right Amount

When it comes to hand sanitiser, less doesn’t mean more. You need to apply enough to thoroughly coat
every part of your hands. Don’t forget about the back of them or your fingers!

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Rub it in until your hands are dry

This way you can be sure that it’s come into contact with all the most important surfaces.

When combined with other preventative measures (like proper handwashing and touchpoint cleaning)

using a hand sanitiser will help to keep you (and everyone in your building !) protected against the flu and
other illness.

COMPETITORS OF MY PRODUCT
STERILLIUM


Sterillium hand sanitizers have exceptional skin tolerability and offer maximum safety against germs and

viruses. The alcohol-based hand sanitizer is useful in surgical hand disinfection within 30 seconds trillium

hand sanitisers are ready to use and one of the best when it comes to quality rub in hand disinfection.
Due to their brilliant skin-friendly composition, trillium hand sanitisers are loved by millions.

Tagline

Imagine a touchable world

USP

The first-hand sanitiser is the brand most preferred by doctors, professionals, and consumers.

SAVLON

Savlon hand sanitizers, manufactured by ITC are powered by a new former capable of offering advanced

protection against germs and enveloped as well as non enveloped viruses. The hand sanitiser is effective 
in killing bacteria and fungi. Savlon sanitizers are useful to all frontline workers and professionals in the

healthcare domain. Their efficiency in ensuring hand sanitization makes them perfect for everyday use.
Savlon sanitizers are available in a 500 ml pump pack and refill pack of 500 ml.

Tagline

Heals without hurting; make your house a safe house.

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USP

Non-burning antiseptic liquid.

DETTOL


Dettol instant hand sanitizers kill 99.9 percent of germs and harmful bacteria without using water. Hand

sanitisers from Dettol offer the best “on-the-go” protection and are widely popular thanks to their rinse-
free and non-sticky nature. Dettol hand sanitisers are available in a pack of 25ml, 50ml, and 200ml.

Tagline

Be 100% sure

USP

Dettol is the first of its kind in the anti-bacterial segment.

LIFEBUOY


Lifebuoy hand sanitisers are enriched with skin-friendly moisturizers and vitamin E to ensure that your

hands remain smooth and germ-free. Hand sanitisers from lifebuoy are available in gel form and offer

protection against germs and viruses. These hand sanitisers are easy to carry and are widely used by
office grocers and travellers alike.

Tagline

Healthy hoga Hindustan; lifebuoy hai jaha tandurusti hai waha.

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Low running cost and simple maintenance.
Cost effective, wide application.

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USP

Lifebuoy provides 100% better protection from germs as compared to ordinary soaps.

GODREJ

Godrej protects hand sanitiser that is gel-based and gets rid of germs and viruses without using soap and

water. This hand sanitiser has 60 percent alcohol content and it not only protects your hands from

bacteria but leaves a long-lasting pleasant fragrance. Godrej protects hand sanitiser is enriched with

glycerin to offer skin-friendly germ protection for you and your family.

Tagline

Kya aapke sabun hai great 1; khubsoorti ko aur kya chahiye

USP

Best quality at an affordable price

MY PRODUCT
NAME

Disinfect hand sanitiser

TAGLINE

Your hygiene partner!

USP

Disinfect hand sanitizer is designed herbally with natural products fighting off germs and the COVID-19

virus.

Disinfect

Hand sanitiser

YOUR HYGIENE PARTNER…

LOGO

Disinfect

Hand sanitiser

Kills 99.99% bacteria                                 PRODUCT

Available in 5 flavors LABEL

Drop of hygiene

70% Alcohol

WHY SANITIZER?
Panic buying over the coronavirus pandemic has led to a variety of household products flying off the

shelves at your local grocery store.

That includes staples, like bread and toilet paper as well as one product that’s only been commercially

available for a few decades but which many people now view as a necessity: hand sanitiser purchases of

the disinfecting gel have skyrocketed in the U.S. ever since the first case of COVID-19 hit the country.

During the last week of February, a period that saw the first American death from COVID-19 hand sanitiser

sales in the U.S. were up by 300% compared to the same week a year earlier according to market research
from Nielsen. The following week the first week of march hand sanitiser sales shot up by 470% compared

to the same week a year earlier, Nielsen tells CNBC to make it. That’s is an industry they already see more

than $200 million in annual sales of hand sanitiser products in the U.S, according to Nielsen.

Supermarkets and pharmacies across the country have sold out of hand sanitiser leaving only empty

shelves where disinfectant products would normally be found.

PACKAGING

Packaging refers to the act of designing and producing the container or wrapper of a product. Levels of

packaging. It plays a very significant role in the marketing success or failure of many products, especially

non-durable consumer products.

Types Of Packaging

 Primary Package 

It refers to the product & immediate containers. In some cases, the primary package is kept till the

consumer is ready to use the product.

Secondary Packaging

It is the additional packing given to a product to protect it such packing is retained till the consumer

wants to start using the product.

Transportation Packaging

It refers to packages essential for storing identifying or transporting, for example, the use of corrugated
boxes, wooden crates, etc.

LABELING

The display of information about a product on its container, packaging, or the product itself is known as

labeling. For several types of consumer and industrial products, the type and extended information that
must be impacted by a label are governed by the relevant safety and shipping laws.

Six qualities of a label design 

The right material

Colors that POP

Great Graphics

Readable, eye-catching fonts

Supershape

Fabulous finish

CHANNELS OF DISTRIBUTION


The distribution channel is a chain of business or intermediaries through which a good or service passes

until it reaches the end consumers. It can include wholesalers, retailers, distribution, and even the
internet itself. Channels are broken into direct and indirect forms, with a “direct” channel allowing the

consumer to buy the good from a wholesaler or retailer.

The first channel is the longest in that it includes all four, from producer to the consumer the wine and

adult beverage industry is a perfect example of this long distribution channel. It operates in what is known

as the three-tier system meaning the winery is required by law to first sell its product to a wholesaler, who

then sells to a retailer the retailer, in turn, sells that product to the end consumer the second channel is
one where the producer sells directly to a retailer who then sells the producer’s product to the end

consumer. This means the second channel contains only one intermediary.

The third and final channel is direct to consumer model where the producer sells its product directly to

the end consumer.

WAREHOUSING


Warehousing is a key component of the overall business supply chain. The supply chain consists of the

facilities and distribution options for the procurement of materials from the manufacturer to the

customer and all points in between it including the production of materials into components and finished

products and then the distribution to customers.

The economic benefits of consolidation and break-bulk are to reduce transportation costs by using

warehouse capability to increase shipment economics of scale. The storage housing would be a

centralized system for our product. It would act as a master storage zone. There would be smaller storage

houses as per the regions. This smaller storage house will directly report to the centralized storage house.

The smaller storage house would be responsible for distributing to all the major whole sellers and

retailers in the specific regions.

TRANSPORTATION

Weekly orders would be dispatched for local retailers and shop owners from the centralized distribution

center while monthly stock would be updated at the centralized stock center. Depending upon the location

quantity and availability, a mode of transportation would be selected.

SWOT ANALYSIS


SWOT analysis is an analysis framework used to evaluate a company’s competitive position. It’s a tool that

identifies the strength, weaknesses, opportunities & threats of a business.

Strength

They describe what an organization excels at & separates it from the competition. Things like a strong

brand, loyal customer base, strong balance sheet, unique technology, and so on.

Weaknesses
It stops an organization from performing at its optimum level. They are areas where the business needs to

improve to remain competitive things as higher than industry average turnover, high level of debt, an

inadequate supply chain, or lack of capital.

Opportunities

It refers to favorable external factors that an organization can use to give it competitive advantages.

Threats
It refers to factors that have the potential to harm an organization

BRANDING


The process involved creating a unique name and image of a product in the consumer’s mind, mainly

through advertising campaigns with a consistent theme. It aims to establish a significant and

differentiated presence in the market that attracts and retains loyal customers.

Branding promotes recognition

A brand sets us apart from the competition

Branding sets expectations

A strong brand adds value

GRADING
Grading is the process of sorting individual units of a product into well-defined classes or grades of

quality. The goods are graded or sorted out into different lots by the specified standards. The established

standard lays down the grades of the product. In the case of manufactured goods, goods can be of

uniform quality. But agricultural products like fruits and vegetables, etc, vary in quality, therefore, classes
or grades of quality are set and different units of the product are stored into the established standard

grades thus, grading involves the division of products into classes made up of units possessing similar

characteristics of size and quality and standardization refers to the process of setting up basic measures

or standards to which the product must conform and taking steps to ensure that the good produced

adhere to these standards.

PERMISSION & LICENSES

As sanitizer falls within the definition of “Drugs” under the Drugs and Cosmetic Act, 1940 the license to

sell, manufacture, distribute the same had to be obtained from the licensing authority as prescribed by

the Government under the Drugs and cosmetic rules 1945 (hereinafter referred to as 1945 rules).

The application for the sale/stock/exhibit or offer for sale has to be made in the prescribed relevant form

as provided under the 1945 rules. The license has to submit the required details has to follow the

conditions attached with the license. The application for manufacturing has to be submitted under the

prescribed form under the 1945 rules along with the required documentation including but not limited to

the plan of premises.

As stated above the license would further have to abide by the conditions attached to the license. For

those entrepreneurs, who are not have manufactured the drug for sale. In this regard, they would have to

provide a consent letter from the premises where such manufacturing is being carried out.

PROMOTIONAL SCHEMES
Buy 1 Get 1 free offer.

Free masks with 150ML bottle of sanitizer.

A supersaver pack of 1L.

Gift coupons and value points for discounts

Young celebrity endorsement

Free sample of 10mL for initial promotion.

Freehand washes with 500ML sanitizer.

CONCLUSION
From this marketing research, I have understood the importance of marketing mix. I have learned to take

the decisions regarding the 4PS of making the following things too

Gathering information and analyzing the market

How to design a product

Branding, labeling, and packaging of the product

Pricing of product

Marketing and promotion of a product, etc.

CERTIFICATE
This is to certify that class —of—-school, has completed his project under my school supervision. He has

taken proper care and shown utmost sincerity in the completion of this project. I certify that this project is

up to my expectations and as per the guidelines issued by CBSE.

Teacher’s Signature                                                                                                         

Examiner’s Signature


ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to my teacher—well as our principal who gave me

the golden opportunity to do this wonderful project on the topic of Marketing Management which also

helped me in doing a lot of research and I came to know about so many new things. I am thankful to

them. Secondly, I would also like to thank my parents and friends who helped me a lot in finalizing this

project within the limited time frame.

BIBLIOGRAPHY
INTERNET

https://www.cnbc.com/2020/03/27/coronavirus-the-history-of-hand-sanitizer-and-why-its-

important.html

https://www.google.com/search?sxrf=AleKk01scEDWNK-

Abkh0tWz6DyAKeoyuA%3A1604683138731&wi=gowix5-

dLIL49QOMtrTWBA&q=introductin+sanitizer+&gs-lep=cgZwc3ktYW

Teachers

Friends and family

Books and CBSE guidelines

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