VACMOP

Product Concept,
Marketing Plan and
Digital Marketing
Communication Campaign.

Trisanka Banik
1 Product Idea 2 3 4
Product Representation
Brand Name: Cleanplicity.
Product Name : Vacmop.

Reasons: Because this company

deals in products that makes
house cleaning easy at one go
keeping it ‘clean’ & ‘simple’.
Hence the name.
1 2 Value Proposition 3 4
Brand Name & Value Proposition

Brand Name: Cleanplicity.

Product Name : Vacmop.

Value Proposition
or Product Introduction: Cleanplicity brings you a
vacuum cleaner that not only dry cleans your
house but also mops along the way. No extra
attachments, no extra effort. IF YOU
VACUUM IT, YOU MOP IT.
1 2 3 Marketing Plan 4
Product Concept – What problem is it solving?
The solution provided by the product: Problems:
 This makes cleaning fast and
 People want things
easy as it dry cleans the house as
a normal vacuum cleaner all the easy nowadays.
while moping it as it goes along.  Cleaning of the house
 Saves effort and time.
 Keeps the house clean and fresh
which was a
helping one to live a healthier compulsion before, is
life. now a choice.
 Easy to use for people as
 They want cleaning to
traditional brooming and
mopping strains the back and be done thoroughly but
other joints. fast and easy.
 VALUE PROPOSITION
CANVAS FOR UBER
GAINS CREATORS

• Futuristic Technology.
• Vacuum • Trusted technology.
• Works on one click of a button.
Cleaner with • Free maintenance for
• One time purchase.
mop. two years.
• Two year warranty. • Paying for the
• Customer • Cleaning made easy.
care. product.
• Feedback • Visiting an outlet
monitoring to buy the
team. product.
PRODUCTS & SERVICES

• Availability of • Buying from an

• Laziness. online site.
product at • Kills laziness as the cleaning is • Time and effort to clean the
every nearest much swifter which motivates a house.
place. person. • Physical Strains.
• Saves time for other work.
• No physical strains as both dry
and wet clean done without
bending.

PAIN RELIEVERS
1 2 3 Marketing Plan 4
Segmentation Table
Behavioural Working Millennial Families
bachelors Couple (households)
Regularity Irregular Occasions Regular
Purchase Size Small Large Large
Decision Maker Family Self / Friends Self / head of family
Influencer Teleshopping Self(female) / Self(female)/
Teleshopping Teleshopping
Promotion Target Store (company)/ Super market/ Super market/
online online online
Price sensitivity High Medium Low
Price Target / Rs. 4,500 Rs. 6,600 Rs. 6,000
Purchase / Item
Product Mix Portable, light- Maximum reach- Maximum reach-
weight, medium (coverage area). (coverage area).
reach.
1 2 3 Marketing Plan 4
Target Group and Buyer Persona

Generally, Purchase
Millennial couples Occasional Buyers
size just right.

Decided by self or
by friends.

Generally prefer
Who usually buys Influenced by
FMCD to make life Price sensitivity is
stuffs from super Teleshopping or
easy and save up time medium
market. self.
for other work.
 Ajay Sharma

• Senior Sales Manager.

• Worked at the same company for 5 years.
• Just married.

• Male.
• Age – 28.
• Income – 14 Lakhs p.a.
• Urban – Kolkata.

• Neat freak.
• Hygienic.
• Well organized.
• Immaculate person.
 Ajay Sharma

• To fulfil his sales target.

• Keep himself healthy.
• Have a prolonged life.

• Don’t have time to clean the house properly.

• Always busy with targets so cleaning becomes hard.

• We can make cleaning easy for him.

• We can save up his time and save him from physical strains.
 Ajay Sharma

• “It is difficult to manage household chores as my wife is also a

working lady and we have to also fulfil our company targets.”

• A new brand so many trust the technology.

• Traditional thinking of Indians to still clean the house with a broom
and a mop.
 Ajay Sharma

• “Ab kare saaf bina jhuke.”

• Conveying how to save up time and also be able to clean with no
physical stress.

• Technological product with updated era.

• Healthy lifestyle.
• No physical strains.
• Cleanse the house and still save time for your other works.
1 2 3
Positioning
Current Belief
My current belief is that why to
waste so much effort and strain
ourselves to clean our house
everyday.
I clean my house once a week and I
think that is more than enough.
Current Do
Marketing Plan 4
Value
Value Proposition
Proposition Desired
Desired Belief Belief
Our product helps you dry clean
Cleaning everyday should be a
and wet clean at the same time
must as it’ll lead to healthier
making the effort twice less. Also, it
lifestyle which will prolong our
refrains from bending your back to
life.
clean the floor.
RTBs: Reasons to Believe
 Futuristic technology.
 It cleans the house perfectly. I should purchase a Vacmop as
 One of your household chores done it’ll help me overcome all my
within few time. floorDo
Desired dirtiness at one go.
 Releases redundancy of making two
rounds of the house, one for
brooming and one for mopping.
Desired Do
1 2 3 Marketing Plan 4
Marketing Mix – Product Concept
Augmented
Free Product 2 years
installation. warranty.
Actual
Vacuum Product 5 Kg with
Cleaner with 1200W 230V,
In-built Mop. 50H.

Core EASY
Product CLEANSING

Red Body with

Metal suction Pipe
Sleek Body for
and Cotton Cloth. futuristic look.

Customer care Home delivery

1 2 3 Marketing Plan 4
Marketing Mix – Product Features
Product Photo (with features): Red
Body
Features: with
 Hot red as the colour. metal
 Metal suction pipe. suction
 In-built mop with rotation pipe.
spindle.
Vacuum start
 Two buttons – One for button.
starting the vacuum and
one for starting the rotating Mop Start
In-built mop Button.
mop.
with rotator.
 5 Kg.
 1200 W 230V, 50H.
 Attached wheels for easy
USP: CLEANING & MOPPING AT THE SAME TIME.
movement.
1 2 3 Marketing Plan 4
Marketing Mix – Pricing
Pricing:
Price set for two
categories –
1. 5 Kg machine covering
small to medium range
floor area – Rs. 4,500.
2. 8 Kg machine covering
large floor area – Rs.
6,000.
1 2 3 Marketing Plan 4
Marketing Mix – Place
Physical Distribution: E-Commerce:
• Through dealers. • Amazon.
• Through wholesalers. • Ebay.
• Retailers. • Flipkart.
• Super market. • Alibaba.
• CPO – Cleanplicty preferred outlets. • Club factory.
• Company sites.
 1 2 3 Marketing Plan 4
Marketing Mix – Promotion
Integrated Marketing Communication Campaign
IMC Campaign Title: “Ab Karne Ke Liye, Jhukne Ki Zaroorat Nahi.”
Advertisement YouTube Video of 1 min for demonstrating the usage of the product, Teleshopping, Facebook.
Sales Promotion 2 years warranty.
Sponsorships -
Public Relations -
Store Atmosphere Clean and fresh and with futuristic look giving the vibe of doing household chores with ease.
Direct Marketing -
Personal Selling Door-to-Door sales.
1 2 3 4 Digital Marketing Plan
Keywords Plan
SN Keywords Volume CPC
1 Vacuum Cleaner. 1,10,000 $0.20
2 Mop. 49,500 $0.10
3 Mopping cleaner. 8100 $0.09
4 Floor Cleaning Mop 4,400 $0.07
5 Best Vacuum cleaner in India. 4,400 $0.28
6 Best Vacuum Cleaner. 3600 $0.21
7 Mopping machine. 1,000 $0.08
8 Floor Cleaning Machine. 8,100 $0.12
9 Vacuum Cleaning Machine. 390 $0.14
10 Vacuum Cleaner Wet and Dry. 2,900 $0.14
 1 2 3 4 Digital Marketing Plan
Digital Marketing Communications Plan
Digital Marketing Communication Campaign
DMC Campaign Title: “Ab Karne Ke Liye, Jhukne Ki Zaroorat Nahi.”
Situation Analysis Increasing laziness, increasing dirtiness at home, want for everything at the click of a button,
Easy, swift yet lazy work culture. Not hard work but Smart work.
Campaign Objectives Increase awareness among people about getting their hands on a product which will not only
make cleaning easy but also save up their physical strains of bending down to clean the
floors.
Campaign Challenges Might face trust issue with technology. Creating awareness in such a big market.
Target Audience Millennial Couples and Working bachelors.

Communication To help people realise the importance of having a clean home for a better and healthier
Objectives lifestyle and that to in such an easy and time saving manner.
Strategy & Execution We will launch our DMC on Facebook, You tube and Instagram (because young millennials
and working bachelors spend most of the time surfing and looking for new innovative
products on the internet.) We can also pop up our infographics on the social media
application.
1 2 3 4 Digital Marketing Plan
Any Substitute Digital Strategy
Strategy: Logic / Rationale:
We would also like to promote our As most employees who are the
campaign to the LinkedIn platform. millennials and the working bachelors
Can also pop up our banner to some spend time on LinkedIn, popping a few
consultancy sites. informative ads about the product on
such platform can help gain some
traffic.