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GOKUL WASHING TABLETS
Do Goli« Full Dhulai !
Name: K-Labs Ltd. Punch Line: We Understand Industry: Manufacturing Mission To be leaders in providing effective, sustainable solutions for the hygienic needs of people. Vision K-Labs Ltd. stands for careful enterprise. This means that we produce our washing and cleaning products in an ecological, economic and socially responsible way in a unique ecological factory. Honest and open, we respect people and the environment. In our view, this is the only way to guarantee a sustainable future.
As with many other countries. but few see the relationship between personal and environmental cleanliness. Detergents are household chemical cleaning compounds used for laundering and dishwashing. Detergents contain chemicals that can harm the human body as well as the natural environment as they pollute water after they go down the drain.New Product Cleanliness has been an important consideration for human beings since civilisation began. India too has a diverse range of detergents available off the shelf. . it is imperative that we understand how they affect our environment. With detergents spreading in usage.
. has come up with the practical idea of environmentally superior detergent which uses fewer chemical ingredients. the users will have to just drop the washing tablets according to the quantity of clothes in the washing machine or bucket full water.With the thorough research K-Labs Ltd. So the wastage/ excess use of washing powder done by maids or households themselves will be reduced and provide fine cleansing. Also researchers have come up with idea of detergent tablet that can readily dissolve in water for washing clothes in machines or otherwise also eliminate the need to measure powders before using.
The Law of Environment Protection in India (1989) recognizes phosphorus as a pollutant chemical.6 per cent of respondents had experienced some kind of skin irritation due to the use of detergents. All the high-quality detergents have as much as 35 per cent STPP (Sodium Tripolyphosphate) in them. the majority were dhobis and rural women. In fact. . but there is no control or regulation for phosphate use in detergents. A study undertaken to understand the Indian consumer·s knowledge of the harmful effects of detergents on the health and environment showed that 77. Of these. most laundry detergents in India are phosphatebased.Market Opportunity Known environmental and health Problem with the current detergent available in the market .
in rare cases. Most of them are available in powder. most of the time it is used in excess than actually required according to the volume of clothes so it is a waste. . skin infections and. These enter our bodies either through the skin or lungs. including allergies.Conventional laundry detergents leave chemical residues on clothes. They cause many health problems. cancer. granules or liquid form which needs to be measured before putting them in water or washing machine.
per capita consumption of detergents is approx. As it is in tablets form it is not needed to measure the detergent and eliminates the possibility of excess use and wastage. 4 kg/capita.Advantages of New Product Idea over the Current Competitors In India. Due to boom in IT industry & service industry in India many bachelor men lives away from home for a job. In rural areas the use of detergent is expected to grow 7-8 per cent annually. . A true ecological washing powder ² performs as well as the any leading conventional brands. By using this ecological product consumers will feel that they are doing there bit in saving environment. For them it·s easy to use as they are normally confused about the amount of powder to be used for a particular quantity of clothes and wastage can be avoided and effective washing effect is achieved. encourage more and more consumer to switch to this.
An Overview « into the product .
. 1 year from the date of packing. Certifications: Ecomark from The Bureau of Indian Standards (BIS) for detergent labeling. Colour: Light sky blue Shelf Life: In normal room temperature.P of Supreme Eco-Washing Tablets: True eco friendly washing tablets which produces washing performance of the new generation Tablets form eliminates chances of overuse and wastage Foaming Type: Medium to low foaming Form: In tablets form. Always store it in its package or air tight container away from moisture when not in use.Punch Line: Do Goli Full Dhulai Product Type: Laundry Detergent Powder U.S.
For this. and ease of forming. ease of processing. we are using 100% recyclable packaging. Properties of HDPE: Stiffness.Packaging Our company is trying to meet high environmental standards. toughness. Our packaging is recyclable under code 2 HDPE. strength. juice. permeability to gas. resistance to chemicals and moisture. Our packaging also protects the product damages during transportation. High Density Polyethylene (HDPE): HDPE is used to make bottles for milk. water and laundry products. .
Package of Gokul Eco-Washing Tablets have side opening with the help of which consumers can easily use the product.High impact printing on packages is essential in order to maximize in-store presence. . and prestige of better packages. Taking this into considerations our packages are attractive and it helps to prevent product from any damage. consumers are willing to pay a little more for the convenience. appearance. Nowadays.
There is also one small packet for trial containing 2 tablets for one wash.The product will be available in two packages: This package is for one month which contains 70 tablets. Package of 35 tablets. .
Swot Analysis Strengths Pollution free wash Environment friendly Health friendly Effective washing capability Easy to use Competitive pricing Opportunities Increasing demand for the product Subsidies from Govt. as product is Eco-Friendly General lack of awareness about adverse effects on environment & health Weakness Difficult to switch consumers from their current brand Requires high promotion Threats New entrants like HUL. P&G may come within a very little span of time .
Initially we are concentrating on metro cities like Mumbai. . We are also covering those people who stay away from their house for job and education purpose. Calcutta and Chennai as we are having more scope than rural areas to get more customers. availability of the desired middlemen are to be considered.PLACE. So that we have selected three tier structure. through media. DISTRIBUTION Market Coverage Objective: Our objective is to cover both urban and rural areas. Distribution Channel Middlemen are essential elements of marketing channel. Delhi. services provided by the middlemen. While designing the marketing channel.
but who don·t sell in significant amount to ultimate consumers. We want to make sure that people have easy accessibility to our product. Retailing: It consists of the activities involved in selling goods and services to ultimate consumers. A retail sale is one in which the buyer is an ultimate consumer and the buying motive for a retail sale is always personal or family satisfaction derived from the final consumption of item being purchased. food bazaars. Each regional distributor will be assigned the responsibilities of handling the key urban and suburban areas in their respective zones while covering the vital cities and towns in particular. . Wholesalers: Wholesaling is concerned with the activities of those persons or establishments which sell to retailers and other merchants. east. institutional and commercial users. We have selected major supermarkets. south and west Zone. and/or to industrial.Distributors: We will be considering 4 regional distributors for the north. fig bazaars and small retailers.
the retailers will ask the wholesalers. Intensive: Placing the products in as many outlets as possible. consumers will ask their retailers for the product. promote and sell the product to end users. It involve manufacturer using advertising and promotion to persuade consumer to ask intermediaries for product. and the retailers promote it to consumers. Pull: A pull strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. thus inducing the intermediaries to order it. . and the wholesalers will ask the producers.Strategies Strategies: Exclusive: Distributing through company outlets or franchisee. Selective: Here companies select a combination of Exclusive distribution (only company·s products) & Intensive Distribution (some important outlets which are multiband outlets. the product is impulsive item and product benefits promotes the product to wholesalers. If the strategy is successful. brand choice is made in the stores. the wholesalers promote it to retailers. Push strategy is used where there is low brand loyalty in a category.) Push: A push strategy makes use of a company's sales force and trade promotion money to induce intermediaries to carry.
Following are the some of the offers we give to our wholesalers and retailers: 15% discount on the product if the retailer sells 500 Packets per month. .We are using INTENSIVE STRATEGY as it is suitable for our product. And we are also using PUSH STRATEGY for that we will push our dealers by providing them different schemes if they met the sales target at the right time. A holiday package to wholesaler if he meets sales target of 5 lakhs packets in a period of 6 months.
weekly sachet & daily sachet & prices will be as such: 70 tablets 35 tablets Weekly sachets(15) Trial pack 35washes 17washes 7 washes 2 washes Rs 100/Rs 52 /Rs 25 /Rs 5 /- . On the other hand the price of the product depends on many other factors. Choosing the right price and the right pricing strategy is crucial to the marketing process. Some times the price of the product has got nothing to do with the actual product itself. The price of the product is not something that is fixed. 35 tablets. Pricing of Gokul Eco-Washing Tablets The supreme laundry washing tablets will come in market in package of 70 tablets. The price may act as a way to attract target customers.Price Pricing is another big part of the marketing mix.
95/(5%) Max Retail price ² Rs.Rs.92/(3%) Retailers. 82/(10%) Distributors ² Rs. 100/- .Distribution of the Profits: K-Labs Ltd (Manufacturing costs) Rs.
Positioning is what you do to the mind of the customer with your product. Process: Understanding the customer need: Understanding the current occupant in the minds of a customer for their need: Explore your research on Need Analysis.PROMOTION Positioning Positioning is not what you do to a product. where we would create and communicate the need for a unique product Gokul Washing Tablets. If nothing found through research create a communication need (should have linked to the brands strength): As there is no detergent which has unique selling property as being a chemical free (herbal) eco-friendly product. .
we are positioning our product keeping the former in mind.As now-a-days health and personal care being a very important factor. but our strategy brand positioning targets ´Womenµ (home makers. which includes skin etc. which gets affected largely due to the use of harmful chemical detergents. working women)-health & ´eco friendlyµ . The reason being as mentioned above that more & more women today focus on internal as well external health. . We thus are positioning our brand in this segment. Ranges of detergents are available in the market which are more focused on cost.
on bus stops also malls and retail pharmacies as promotional activities. these would be used as hoardings. banners in places like shops. . Visual aids for promoting our brand is prepared.Advertising & Communication Strategy: The advertising and promotional activities are outsourced to an Advertising firm/agency like FCB ULKA Advertising Company (specializing in healthcare sector). near railway stations.
Media: Media is the most important factor which will makes our product aware and known to the users. Message: ´DO GOLI FULL DHULAIµ.Five M·s of advertisement: Mission: Advertising objective of our product is to make users aware about the product the amount they should use for washing cloths. This is the product which gives total protection for the body and young generation things about the hygiene 1st and then money. This is the message by our product. Even though our product is priced high we can capture market because young generation they think about environment and there own safety. Our product is free from harmful a chemical that is eco-friendly which makes it unique and which is a great advantage to us. We are concentrating on the television 1st and then newspaper by giving them sachet. Money: Our product is new and innovative product so customers are not aware about how to use so the media which we have used is costly but this will always increase our sales and make our product best in the market. Measurement: Our product is measured by the increase in sales we have noticed that our sales has an increasing sales graph this positive response of customer has showed us that our product has reached to people within there mind and heart .
5 lakhs Full Page Colour Advertisement in Magazine & Filmfare : 2 lakhs A3 Size colour advertisement in TOI. Zee TV.Daily . magazines & hoardings cum billboards. Cost of making an advertisement with our Product ambassador photo shoot along with other things comes to 2 crores Promotional budget for 1st month: 3 crore Fixed cost for making the television advertisement and press advertisement ² 16.30pm Two 30 sec ads and four 15 second ads. Between 7. newspapers. ² Daily Five 10 sec ads during 2 pm to 6 pm . Star Plus. Hindustan Times & Navbharat Times: 3.5 crores Media used will be Television.5 lakhs Hoardings and Billboards: 8 lakhs TV Promotion: On Sony. from Monday to Saturday.30 pm to 11.Budgeting of Gokul Washing Tablets Our Budget for Promotion: 8.
Discovery Lifestyle & Living and Star One from Monday to Saturday Between 7. ² Daily Five10 sec ads during 2 pm to 6 pm .30 pm to 11. in TOI.30pm Three 15 second ads.Promotional budget for 2nd & 3rd month: 2 crore Fixed cost for making the television Advt. ESPN & Star.5 lakh Full Page Colour Advertisement in Maxim & Filmfare: 2 lakh A3 Size colour advt. ² 16.Daily . DNA: 2 lakhs Hoardings and Billboards: 8 lakhs TV Promotion: On Sony. and press advt.
30pm Five 10 second ads.30 pm to 11. and press advt.5 lakh Full Page Colour Advertisement in Femina & Filmfare: 2 lakh Hoardings and Billboards: 5 lakhs TV Promotion: For Sony. Doordarshan TV. ² Daily Between 2 pm to 6 pm Three 15 sec ads. ² Daily . Zee TV. ² 16. Star Plus.Promotional budget from 4th month: 1. Between 7. NEO sports Monday to Saturday.5 crore Fixed cost for making the television Advt.
ORG/DETAILS.ORG/WIKI/DETERGENT WWW.DETERGENT..ALIBABA..HTML .WIKIPEDIA.BIBLIOGRAPHY BOOKS: MARKETING MANAGEMENT BY PHILIP KOTLER WEBSITES: WWW.NOHARM.CFM?TYPE=DOCUMENT&ID=1171 EN.COM/COUNTRYSEARCH.
Widescreen Test Pattern (16:9) Aspect Ratio Test (Should appear circular) 4x3 16x9 .
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