UJJAL SOAP: A Brief Introduction

Alpha Inc. manufactures home and personal care products, such as soaps, cleansing and hygiene products

We have decided to launch a new type of detergent soap with unique characteristics.

The product was designed to create a strong customer satisfaction.

Company Profile:

Name of the company: Alpha iNC Type of product: UJJAL SOAP Tagline: “Use first, then believe”

Website: www.ujjalsoap.com.bd

Market SegmentationGeographic Segmentation:

Country: Bangladesh

Density: Rural,Sub-urban,urban(certain parts of urban)

 Demographic Segmentation:

Age: 18+

Gender: All

Family size: 2+ husband and wifeFamily life cycle: Young, single, Married, Married with children, joint family,

Income: 3000+ (MONTHLY)Occupation : House wife, bachelors, students, day laborers, local laundry.

Education: Any or none

Religion: All.

Race: All

Generation: Gen X, Gen Y

Nationality: Bangladeshi.

Psychographic Segmentation: Social class: Lower, lower lower, lower

middle, middle class. except uppers Lifestyle: Survivors, strivers. Personality:

Behavioral Segmentation Occasion: Regular Benefit sought: characteristics of the

quality, convenience. User status: Non-user, first-time user,

regular user. Loyalty status: none

MARKETING MIX

Product: Categorized into 3 packages:

1. Mini pack: 30gm bar smallest size offered

2. Medi pack: 300gm bar: most widely available size

3. Jumbo pack: intended as a family pack, includes

two 30gm bars and four 300 gm bars

It is biodegradable meaning environmentally friendly, also it will not irritate the skin nor will pollute waterbodies.

Price: Different prices for different Density

(cheaper in rural and slightly more expensive in Urban)

Offer the product at a fair price in order to create a good first impression in the consumer’s mind

Keep an eye on the competitor’s price to avoid price wars

Place Special emphasis in rural densities Mass supply in the market Enlist the help of 2000+ suppliers

and associates

Promotion Summer Sale offers; BOGOF, 10% extra Free samples Free soap holders Mass marketing through a number of media :

1. Primary means adertisment: Radio 2. Secondary: Television (Mostly on local channels such as BTV

usually showing before or after the NEWS)3. Tertiary: Print media ( Mostly in Urban locations with the help of

newspapers, fashion magazines and billboards)

Marketing through other means:1. Sales representatives: Explain the benefits of using

“eco-friendly” soap

2. Special incentives to Retailers who encourage customers to buy the product

3. Endorsements from local celebrities

Budget Analysis

Conclusion

We have a strong and experiencedworking team who will help us to

reachour goal. So we will be able to makerapid growth in our factory. We aregoing to utilize their experience in

ourproduction house.

THANK YOU!

ANY QUESTIONS?