Marketing Plan

Ankita SharmaArshpreet KaurBrij BhartiGaurav SinghKajal Sharma Priya Mathur

MISSION

• Transform the detergent category.• Higher quality product at attractive rates.• Stakeholders’ interest.• Stain free clothes from the inside and germ free from the

inside.• Higher Profitability• Efficient and innovative work ethics

Company’s Purpose

Company’s PurposeVISION

• Aspiring global brand.• Sincere and dedicated efforts.• Commitment • Consistent improvement.• Focus on health and hygiene.

Company’s PurposeVALUES

• P erformance• R eliable• I improving Health• S ustainability• T ransformational• I ntegrity• N uturing• E fficient

Company’s PurposeGOALS

• Series of short-term goals• Sustainability• Improving lives• Keep clothes hygienic

Market and Competition Analysis

Currently sized at ₹12,000 crores

Premium – 15%Mid-Range – 40%

Popular – 45%

Per capita consumption – 2.7kg

Industry Size

Market and Competition Analysis

Grown from ₹57 bn in 2003 to ₹130 bn in

2011; ~11% growth. Grown at 14% CAGR

Expected growth rate of 7% to 9% p.a. in terms of volume.

Trends & Growth

Market and Competition Analysis

Good demand, Inputs’ availability and Export-Import

potential

HULNirmaP&GRSPL

Henkel

WheelGhariSurf

NirmaTide

HenkoOthers

Business Potential

Competitive Brands and Products

42%

15%

26%

17%

Market Share: Manufacturer-wise

HULRSPLNirma and P&GGodrej, Henkel and Amway

Market Share

19%

17%

14%14%

10%

7%

19%

Market Share: Brand

Wheel Ghari Surf Nirma Tide Rin Others

SUPPLIER POWEREstablished brand awareness and customer loyalty, high competition for market share and profits

THREAT OF NEW ENTRANTS

New entrants with innovate ideas or category for detergents would, thus, lower industry profitability.

BUYER POWERRapid change in Fabric Care Technology can make differentiation in the industry narrower. Customer tend to follow their preferences.

THREAT OF SUBSTITUTES

Brands with similar benefit and price in the future or customer preference.

RIVALRYMany companies look for innovation and cost reduction for the customer.

STRENGHTS WEAKNESS

SWOTTHREATSOPPORTUNITIES

• 3 in 1 product: New category• Less operational cost• Long lasting impact on customers• Good brand visibility• Established distribution network

• Presence of well-known brands• Limited market share• Customer brand loyalty• Weak advertising• Low export levels

• Untapped rural market• Untapped detergents not promoted• Increase in purchasing power due to

rise in income level• High spending on FMCG goods

• Innovation by competitors• Change in customer preferences• Low profit margin• Removal of import restrictions to

promote domestic brands

Laundry Service Users Domestic Users

Age (in years) 18-25 25-40 Above 40 18-30 30-45 45-60 Above 60

Frequency Weekly 2-3 days Weekly Daily/2-3

days Daily Weekly 2-3 days

Region SU/U U U SU/U R/U R/U R/U

Gender M/W M/W M M/W M/W W W

Income Low Med Med/High Low/Med Med/High Med/High Low

Price Sensitivity Low Med Low Med Med Med/High HighRequire stain

removal High High High High High High High

Expected Quality High High Med Med High High Med

Fragrance Strong Mild Mild Strong Strong Mild Mild

Germ-Free High High High High High High High

Segmentation

Targeting

PRODUCTION

COMPETITORS

PRICING

INNOVATION

COST EFFECTIVENESS

SUBSTITUTE

SLOW GROWTH IN EMERGING MARKET

ANTIBACTERIAL

CONDITIONER

CLEANSER

FRESHNER

HIGH PRICE

CARE

LOW PRICE

FEEL GOOD

PEARL

SURF EXCEL

COMFORT

VANISH

ARIELHENKO

WHEEL

NIRMA

EZEE

REVIVE

Product

Prevents Allergy

Reliability and Fight Stains

Fabric Care

Health and Hygiene

Anti-bacterial Product

Long Lasting FragranceHand mildness -Skin Friendly

PlaceShopping Malls

Convenience storesGrocery stores

Registered office

Big retail outlets

Medical Stores

Price

Pristine has adopted price adjustment strategies having

discount pricing as they offer

this promotional strategy pricing strategy also came in progress as their product was promoted through it sales increasing rapidly.

competitors in upper class segments are surf

excel offer half kg of surf I the market of Rs 107 .

available in different sizes in the market for

different prices

Promotionpromotion on online Facebook community and twitter ,whatsapp,banner impression, pamphlets etc.

Tie ups with NGO for clean drive awareness

providing awareness building campaigns

News paper ad

Providing complementary gift offer such as sanitizer sachet

Navi Mumbai

Central line

Western Mumbai

Sales person

Sales person

Pristine

retailer

salesperson

Distribution channel

supermarkets

Unorganised stores

For adequate self space we

Provide discounts to the

channel members

Channel members

LAUNCH

TESTING MARKET-sachetsPlace --------MUMBAI

Obtain and interpret the test results and make changes in product

Teasers and advertisement

Pre launc

h

Navi Mumbai

Central Mumbai

Western Mumbai

Launch in three places

Get feedba

ck Make chang

esMonitor every

3 month

s

Product follow up-----

Advertisement in mass media

BLAZEAntibacterial

IMC CAMPAIGN

BLAZE SURAKSHA ABHIYAAN

BLAZE

TV advertisement

BLAZE