mktngdoc final

8/12/2019 MktngDoc Final

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LAUNCH OF WASHING

LIQUID

1



CLEANZZEGo Ahead..Get Dirty..No Worry

Dated:

Prepared By:

Steffi Phiip !"# N#$ %&

P##'a( P#ddar !"# N#$ )&

Na(ritha Saia' !"# N#$ 1*&

F#ra( Shah !"# N#$ +,&

Neet- Shar(a !"# N#$ ,.&

INDE/

Sr$ N# 0#pi Pa2e N#$1$ Hi3t#ry #f A(4ay *

+$ I'tr#d-ti#' t# Cea'55e *

,$ 6i33i#' a'd 7i3i#' State(e't %

+



*$ Feat-re3 %

%$ 6ar8eti'2 Strate2y %

)$ Se2(e'tati#'9 0ar2eti'2 a'd P#3iti#'i'2 %

$ 6ar8eti'2 6i; )

<$ Di3tri=-ti#' Pr#e33

.$ USP

1>$ C#(petit#r3 <

11$ SWO0 A'ay3i3 <

,



,$ 6ISSION AND 7ISION S0A0E6EN0

Our Mission

O-r (i33i#' i3 t# add @itaity t# ife$ B-id reati#'3 4ith pe#pe9 reati#'3 =-id the

=-3i'e33$ 0hi3 i3 the 3eret #f #-r 3-e33 f#r thi3 pr#d-t$$$J

Our Vision

Drea(i'2 =i2 i3 the fir3t 3t#'e t# =e 3-e33f-$ O-r @i3i#' i3 '#t #'y t# =e#(e a

N-(=er O'e Bra'd =-t a3# t# reah t# (a;i(-( pe#pe$ De3ti'y i3 '#t a (atter #f ha'eK it

i3 a (atter #f h#ie J

*$ FEA0U"ES

S#(e #f the -'i-e feat-re3 #f #-r pr#d-t are a3 f##43:

• It d#e3 '#t ea@e a'y irritati'2 re3id-e

• It pretreat39 ea'3e3 a'd 3#fte'3 i' #'e ea3y 3tep

• It at3 a3 a d-a 3-rfata't 3y3te(K re(#@e3 #ar a'd -ff dirt effeti@ey

• It i3 3afe #' ha'd3 a'd hard #' 3tai'3

• It at3 a3 a f-#re3e't 4hite'i'2 a2e't that 8eep3 y#-r #the3 4hite a'd =ri2ht

%$ 6A"ME0ING S0"A0EG?

• 0he #pti(a ae33 t# the tar2et -3t#(er i3 thr#-2h pr#(#ti#' =y pa(phet3 a'd

ad@erti3i'2$

• 0hey are a3# pr#@ided 4ith a the 'ee33ary i'f#r(ati#' 4ith the hep #f #'3ta't

(e33a2i'2 3er@ie39 i$e$ the -3t#(er i3 -pdated a=#-t the pr#d-t 4ith sms facilities$

• We are -rre'ty a-'hi'2 the pr#d-t =y pr#@idi'2 #'e =#tte #f CLEANZZE 3pray

!%> (& a#'2 4ith 1 itre pa8 #f i-id deter2e't #f CLEANZZE$

%



)$ SEG6EN0A0ION9 0A"GE0ING9 POSI0IONING

1. SEGMENTATION

We typiay 3e2(e't (ar8et !-3t#(er =a3e& i't# a 3et #f ate2#rie3 =a3ed #'

the prie eah ate2#ry i3 4ii'2 t# payK =ea-3e de(a'd patter'3 f#r eah #f the3eate2#rie3 (ay @ary 3i2'ifia'ty$ I' #-r a3e9 4e ha@e di@ided #-r -3t#(er =a3e

i't#:

• H#-3e4i@e3

• W#r8i'2 W#(e'

• Bahe#r3

2. TARGETING:

De(#2raphi3: We ear'ed that 4#(e' (a8e the p-rha3i'2 dei3i#' re2ardi'2

h#-3eh#d pr#d-t9 3# 4e 4i tar2et h#-3e4i@e3 a'd a3# the =ahe#r3 =ea-3e they

p-rha3e pr#d-t f#r the(3e@e3$

Ge#2raphi: A3 per #-r prie #ffered 4e are 4ii'2 t# tar2et the (etr# ity a'd re2i#'3

#f the #-'try f#r 4h#( -aity (atter rather tha' prie$ 0hey h##3e pr#d-t 4hih i3

@a-e f#r (#'ey$

P3yh##2ia: We ha@e pa''ed t# tar2et th#3e #'3-(er3 4h# are @ery parti-ar a=#-t

their =ra'd a'd #ya t# the =ra'd they pi8 #r 34ithi'

Beha@i#ra: A3 4e are a-'hi'2 #-r pr#d-t Cea'55e -'der A6WA? a 4e 8'#4'

=ra'd i' (ar8et9 4hih aready ha3 #ya -3t#(er3 4ith the( 3# 4e ha@e pa''ed t#

tar2et th#3e #ya -3t#(er3 4h# -3e A(4ay3 pr#d-t$

. !OSITIONING

Cea'55e i3 p#3iti#'ed #' the 2r#-'d #f -aity a'd 3afety #f #-r #'3-(er$ It i3 a

pr#d-t f#r the -aity #'3i#-3 3e2(e't$

Cleanzze is also concerned about the consumer’s precious time so the product is designed in

such a way that is consume less time because it can be used in all types of clothes and consume lesswater.

Our product positioning is based on our USP’s ; i.e. no harsh chemicals and all types of

clothes.

$ 6A"ME0ING 6I/

)



• !rod"ct mi#: Cea'55e i3 a i-id deter2e't 4hih i3 a-'hed -'der the =ra'd

A6WA?J9 4hih i3 aready 8'#4' i' the (ar8et$ Cea'55e ha3 a -'i-e feather #f

=ei'2 -3ed f#r a'y type #f #the3 it (ay =e 3i89 #tt#'9 4##e' et$ O-r #'3-(er3

are '#t re-ired t# -3e differe't pr#d-t f#r differe't #the39 th-3 it 3a@e their

prei#-3 ti(e =y -3i'2 #'e 3i'2e pr#d-t i$e$9 Cea'55e$ We ha@e de3i2'ed thi3 pr#d-t =y 8eepi'2 i' (i'd the #'3-(er3 re-ire(e't d-ri'2 4a3hi'2 #the39 a3

they -3e deter2e't p#4er9 Aa9 Nee9 E5ee9 et$ 4hih are 3peifi f#r ertai' type3 #f

#the3$ We are (a8i'2 Cea'55e a@aia=e f#r a %>>(9 1 iter a'd 3ahet3 a3 a tria

pa8$

• !rice mi#: Cea'55e i3 e33 e;pe'3i@e a3 #(pared t# #-r #(petit#r$ F#r #-r pr#d-t

Cea'55eJ9 (#re tha' a prie9 -aity (atter3 a #t$ We =eie@e i' pr#@idi'2 @a-e f#r

(#'ey pr#d-t9 #'3-(er 3h#-d fee 4#rth t# p-rha3e #-r pr#d-t$ We ha@e @ari#-3

3i5e3 i' #-r pr#d-t 3# that #'3-(er p-rha3e3 Cea'55e a#rdi'2 t# their

re-ire(e't$

• !lace mi#: I' thi3 3ta2e #f (ar8eti'2 (i;9 Cea'55e i3 di3tri=-ted fr#( #-r fat#ry t#

the retaier !Depart(e'ta 3t#re a'd hai' 3t#re& a'd the' t# the #'3-(er$ A(4ayJ

the =ra'd -'der 4hih Cea'55e i3 a-'hed9 a3# hep the pr#d-t di3tri=-ti#' thr#-2h

it3 di3tri=-t#r3$

• !romotio$ Mi#: 0# reate a4are'e33 a'd attrati#' i' the (ar8et a=#-t #-r 'e4

a-'h Cea'55e 4e are pr#(#ti'2 it 4ith the -3e #f pa(phet39 #-td##r ad@erti3i'2

a'd S6S aert$

<$ DIS0"IBU0ION P"OCESS

We are pa''i'2 t# di3tri=-te #-r pr#d-t i' =-8 t# the Depart(e'ta 3t#re3 a'd hai'

3t#re3$ O-r pr#e33 2#e3 i8e Pr#d-er Depart(e'ta 3t#re C#'3-(er3$ 0he rea3#' 4e

3eeted thi3 ha''e #f di3tri=-ti#' i3 =ea-3e i' the pre3e't 3e'ari# =i2 (ar8et3 a'd

depart(e'ta 3t#re3 are i' tre'd$ Pe#pe 2e'eray prefer t# p-rha3e pr#d-t fr#( the3e type3

#f 3t#re3$

.$ USP !U'i-e Sei'2 Pr#p#3iti#'&

• No use of harsh chemicals :

We are (a'-fat-ri'2 pre(i-( a'd e#'#(ia 2rade #f i-id deter2e't$ O-r

pr#d-t3 are =e3t -aity9 4ith hi2hy ati@e (atter9 #;y2e' =eah9 #ptia =ri2hte'er f#r

(#re 4hite'e339 ##red e'5y(e3 f#r hard 3tai' re(#@aK #-r i-id are 3afe #' ha'd3 a'd

4ith pea3a't fra2ra'e$



We -3e #'y th#3e he(ia3 f#r (a'-fat-ri'2 #-r i-id deter2e't9 4hih d#e3't

ha@e ha5ard#-3 effet3 #f the e'@ir#'(e't$

O'e #f #-r -'i-e p#i't3 i3 that 4e ha@e d#'t -3e ph#3phate3 i' #-r i-id deter2e't$

Ph#3phate3 #2 -p ri@er3 a'd a8e3 a'd are har(f- t# 4ater ife 3-h a3 fi3h a'd 4ater ife$

• All types of clothes:

Cea'55e i3 a' a i' #'e type #f pr#d-t i' 4hih their3 a -'i-e feat-re that i3 it a'

=e -3ed f#r ea'i'2 a type3 #f #the3 3-h a3 4##e'9 #tt#'9 3i8 et$

Ge'eray i' #ther 3-h pr#d-t3 y#- 'eed t# -3e differe't i-id #r p#4der f#r @arie3

(ateria #f #the39 =-t #-r =ra'd 'e4 pr#d-t Cea'55e ha3 the apaity #r y#- a' 3ay

-aity #f =ei'2 -3ed f#r a(#3t a type3 #f #the3$

1>$CO6PE0I0O"S

O-r pr#d-t i3 a-'hed i' a' e;i3ti'2 #(pa'y9 i$e$ A(4ay$ A(4ay3 #(petit#r3

are pri(ariy i' ea'i'2 pr#d-t3 i'd-3try$ He'e Cea'55e fae3 t#-2h #(petiti#' fr#(

pr#d-t3 =e#'2i'2 t#:

• Pr#ter Ga(=e

11$SWO0 ANAL?SIS

SWO0 a'ay3i3 hep3 (a'a2er3 t# raft a =-3i'e33 (#de that 4i a#4 a #(pa'y t#

2ai' a #(petiti@e ad@a'ta2e i' it3 i'd-3try the #(pari3#' #f 3tre'2th39 4ea8'e33e39

#pp#rt-'itie3 a'd threat3 i3 '#r(ay referred t# a3 a SWO0 a'ay3i3$

0he SWO0 a'ay3i3 #f #-r pr#d-t i3 2i@e' a3 =e#4:

Strength:

1$ We are a-'hi'2 the pr#d-t i' a' e;i3ti'2 #(pa'y i$e$ A(4ay 4hih i3 a

(-ti'ati#'a #(pa'y i' it3 #4' 4ay$

+$ We ha@e a 3tr#'2 fi'a'ia #'diti#'9 a(pe fi'a'ia re3#-re3 t# 2r#4 the =-3i'e33$

,$ A 4idey re#2'i5ed (ar8et eader a' attrati@e -3t#(er =a3e$

<



*$ Better pr#d-t -aity reati@e t# ri@a3$

Weakness:

1$ O-r pr#d-t i3 a 'e4 pr#d-t i' A(4ay$

+$ 0he -3t#(er =a3e #f #-r pr#d-t i3 '#t a3 3tr#'2 a3 e;i3ti'2 pr#d-t3 i' A(4ay$

Opportunities:

1$ We are -tii5i'2 A(4ay3 #(pa'y 38i3 a'd teh'##2ia 8'#4h#43 t# e'ter i't#

the (ar8et$

+$ E;pa'di'2 the #(pa'y3 pr#d-t i'e t# (eet a =r#ader ra'2e #f -3t#(er3$

,$ La-'hi'2 a pr#d-t t# ta8e a (ar8et 3hare a4ay fr#( the ri@a3$

Threats:

1$ 0he 2r#4i'2 =ar2ai'i'2 p#4er #f -3t#(er3 a'd 3-ppier3$

+$ We are aready fai'2 a' e#'#(i 3#4d#4'9 3# -3t#(er3 (ay '#t =e 4ii'2 t# pay

a' e;#r=ita't prie at the fir3t 3tep$

,$ We a3# ha@e a 3tr#'2 #(petiti#' fr#( Pr#ter Ga(=e$

4. e might also face competition from substitute products li!e which are used for specific types

of clothes.

1+$BIBLIOG"APH?

We%sites:

444$a(4ay$i'

444$h##@er$#(

444$=-3i'e333ta'dard$#(

&oo's:

.

http://www.amway.in/

http://www.hoover.com/

http://www.business-standard.com/

http://www.amway.in/

http://www.hoover.com/

http://www.business-standard.com/



6ar8eti'2 6a'a2e(e't =y Phiip M#ter

1>

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