Marketing Plan for Cigol Bangladesh Limited

Executive Summary:

Cigol Bangladesh Ltd. is planning to launch a new product range named “Z Clean Hand wash” in a

growing market. Though Lifebuoy Hand wash (A product of Unilever) is the current market leader, and

there’s more competitors like Dettol Hand wash (Reckit Benkiser), Savlon Hand washing Liquid (ACI)

and Sepnol Hand wash (Square Toiletries ltd.), we can compete because our hand washing products

offer a distinctive blend of quality, features, benefits, service and value based pricing. We are aiming

several segments in the consumer and business market. Our plan is to capture the advantage of the

increasing demand for more featured, varied and exclusive hand wash products for everyone and also

providing service, based on consumer type.

The primary marketing objective is to achieve first-year Bangladesh market share of 5 percent with

unit sales of 1,00,000. The primary financial objectives are to achieve first-year sales revenues of Tk.

5,02,500, keep first year losses to less than Tk. 1,05,000 and break even in the middle of second year.

Current Marketing Situation:

Cigol Bangladesh Ltd. entered the Home care product market in Bangladesh 2 years back. With its acute

marketing policy and strong leadership Cigol successfully gained market share of a significant

percentage. Now the company is planning to extend the brand further and increase its market share by

using the new branding strategy. The company is now preparing to enter the growing market of Personal

care and planning to launch a whole new product range of hand wash using a new brand name.

Currently, due to more concern for hygiene and recent increase in various contaminative diseases,

Hand wash market in Bangladesh received a sudden rise in demand. Forecasts suggest an annual sales

increase of 10 percent for the next 3 years. The major competition is Lifebuoy, Savlon and Dettol due to

their long-term brand equity. Yet we can compete with our product variety and some unique offers. But

at first Cigol Bangladesh Ltd. cautiously needs to determine the specific benefits and features it is

planning to offer to specific customers.

Market Description:

Cigol Bangladesh Ltd.’s market consists of consumers and business users who want hygiene, variety in

products, quality and freedom to choose the product of their preference. Specific segments are being

targeted during the first year including Health conscious People, Household general users, Women,

Concerned Parents, Men, Working/Outdoor People and Corporations. Table Z.1 shows how Z Clean

Hand wash products deal with the needs of targeted segments.

TABLE Z.1- Needs and Associated Benefits/Features/Services of Z Clean Hand washing

Product Range

Targeted Segment Customer Need Associated Product and its Benefits/Features/Services

Health Conscious people (Consumer Market)

Protection from germs and a healthy life

‘Z Clean Total’Anti bacterial high concentrated hand washing liquid soap.

Mothers/Parents(Consumer Market)

Protection from germs and a healthy life for their kids

Suitable Hand wash products for their children’s delicate skin

Harmless

Kid friendly

‘Z Clean Kiddo’Anti bacterial hand washing liquid soap

Milder Liquid Hand washing Soap

Swallow proof and No More Tears

No sharp edge packaging and use of popular cartoon characters to design the bottles which can be collected.

Women(Consumer Market)

Protection from germs without drying the skin

Smells Nice

Feminine Feelings while using

‘Z Clean Famine’ anti bacterial hand washing liquid enriched with moisturizer and Aloe

Five types of fragrances: Red Rose, White Jasmine, Tangy Orange, Soothing Lavender and Mystic Sweet Pea

Feminine packaging using pastel shades of colours, slender bottles.

Men(Consumer Market)

Protection from germs

Masculine feelings while using

‘Z Clean Men’ anti bacterial hand washing liquid.

Masculine fragrance range including: Tough Wood, Cinnamon Earth and Cigar Lust. Fuller bottles and use of dark colours.

Working People/Outdoor People (Consumer Market)

Protection from germs anytime and anywhere

‘Z Clean All-time’ anti bacterial hand washing kit. A portable folded packet containing two types of tissue- soap infused tissue and wiping wet tissue.

Household Users(Consumer Market)

Protection from germs, easy to use and keep

‘Z Clean Total’ anti bacterial hand washing liquid bottles with push out nozzles and stick on technique

Corporations(Business Market)

Continuous supply of hand washing liquids for public use

Containers to keep liquid hand wash

‘Z Clean GB’ anti bacterial hand washing liquids of mega size bottles.

Service given to set hand wash holders in the required places for free.

Hand wash purchasers can choose as per their needs. Users who only need an anti bacterial hand

wash can simply choose The ‘Z Clean Total’. Then again men women and others types of users with

specific likes and dislikes and different purposes can choose from the wide range of Z Clean Hand

Washing products. The main attraction of Z Clean will be the various options it offers which are not

offered by any of its competitors. The concept of ‘Portable’ hand wash will be introduced to the market

by our company.

Product Review:

We are going to launch 6 new hand washing products under the brand ‘Z Clean’. Some of the products

will have sub range with different fragrances. The names of the products along with their benefits are

listed below:

1. Z Clean Total

High concentrated anti bacterial hand washing liquid for regular use.

Push out Nozzles and stick on features for easy usage.

2. Z Clean Kiddo

Milder liquid anti bacterial hand washing liquid which is harmless because its swallow

proof and also do not hurt eyes.

Attractive collectable bottles using cartoon characters.

Anti-sharp edge packaging

3. Z Clean Famine(for women)

Anti bacterial liquid hand wash with moisturizer and Aloe.

Five Exclusive fragrances: Red Rose, White Jasmine, Tangy Orange, Soothing Lavender

and Mystic Sweet Pea.

4. Z Clean Men (for Men)

Anti Bacterial liquid hand wash with manly packaging.

Three Fragrances: Tough Wood, Cinnamon Earth, Cigar Lust.

Other Issues for Z Clean Total, Famine, Men and Kiddo:

Packaging Size: 250 ml Price: Tk. 140

Refillable packs of 200 ml for Tk. 135

For the first year these 4 products will be marketed. First year sales revenues are projected to be Tk.

5,02,500 based on sales of 1,00,500 units at a wholesale price of Tk. 140 per unit (for every 250 ml

pack). During the second year, we plan to introduce the following products:

5. Z Clean All-time

Anti Bacterial Hand washing Kit; folded packet containing two types of Tissue-

Antibacterial soap infused tissue and wiping wet tissue.

Portable because it can be carried anywhere and used anytime.

6. Z Clean GB(for corporate customers)

Mega sized bottles of anti bacterial hand washing liquid.

Free set up of hand wash holders in required places.

Competitive Review:

At present the hand wash market in Bangladesh is at its growth stage. Four main competitors exist in

this market. But these products hardly offer any variety. Competition is mainly from Lifebuoy, Savlon

and Dettol due to their bran equity. Our main challenge will be establishing a new brand in the current

market. The Key competitors review is listed below

Unilever: Unilever launched the brand lifebuoy and the product was anti bacterial soap.

Then it launched lifebuoy liquid hand wash of two different colours. Lifebuoy hand

wash is currently offering the market 200ml bottles and also Refill packets. It emphasizes

on the guarantee on killing 99.99% bacteria that can harm health. At present it is the

market leader.

ACI: ACI launched the Savlon handwashing liquid and currently offering 250ml and

1000ml bottles. No other variety is offered by ACI.

Reckit Benckiser: Reckit Benkiser has launched Dettol Anti Bacterial Liquid Hand

wash with a tagline “Be 100% sure”. It also offers 200ml bottles and no other variety.

Square toiletries ltd.: Square Toiletries ltd., a successful personal care product

manufacturer recently launched Sepnol Anti Bacterial Hand wash of 200 ml bottles.

But it hasn’t achieved its break-even point yet.

Though Unilever is dominating the current hand wash market, Cigol Bangladesh Ltd. can bend out a

specific image and gain acknowledgment among the targeted markets with its distinctive product

features. Table Z.2 shows a selection of competitive hand washing products and prices.

Table Z.2- Selected Handwash products and pricing

Competitor Product Features Price

Unilever Lifebuoy Handwash Two coloured

antibacterial

handwashing liquid.

Promises 99.99%

diminishing of bacteria.

Tk. 145 for 200ml

bottle

ACI Savlon Handwash Antibacterial Handwash

in two different sizes of

250 ml and 1000 ml

Tk. 150 for 250ml

Tk. 400 for 1000ml

Reckit Benckiser Dettol Handwash Antibacterial Handwash

ensuring 100%

protection from

bacteria.

Tk. 120 for 200ml

Square Toiletries Ltd Sepnol Handwash Antibacterial Handwash

which is both

antibacterial and

healing.

Tk. 196 for 200ml

Distribution Review:

Z Clean branded products will be distributed through a network of dealers, wholesalers and retailers.

We are planning to distribute our products at first only at the three main cities- Dhaka, Chittagong and

Sylhet. However after achieving our break even point we plan to distribute Nationwide. These are the

selected dealers for our Z Clean branded products.

However, we are recommending to use the corporate VMS distribution strategy in order to gain control

over the product distribution.

Dhaka

Bengal BrothersPanaroma Ltd.

Chittagong

Shongram Co.Amin brothers

Sylhet

Badal Dealer