Product Launch GLIZTENZ A Detergent That Cares

GliztenZ
INTRODUCTION
The product that we are introducing in the market is Gliztenz
detergent. The special attribute of this product is that it provides fabric
care and brightness to all types of fabrics and the product is being
launched by Muntakh Trading Company. t was found through thorough
analysis and data collection strategies !focus group and interviews"
that there is an untapped market in #arachi that uses detergents for
washing and cleaning fabric. Though$ there are few companies that
provide detergents in the market but most of the consumers are not
satis%ed with the attributes it provides. &llocation of %nal resources is
further discussed in the budget$ which is illustrated in the promotional
strategies.
INDUTRY OVERVIEW
& detergent is a cleansing substance that acts similarly to soap but is
made from chemical compounds rather than fats and lye it is used for
both household and industrial purposes. t's use for domestic cleaning
and washing purposes is of recent origin and during the last decade
the growth in its consumption has increased very rapidly. &lthough$ in
advanced countries detergents have particularly replaced soap in
industrial uses and capture a large segment of household market$ the
laundry soap has still being preferred in the local market as a matter of
habit. The reason is lack of education and knowledge about the
bene%ts of using detergents. Therefore the detergent industry in
(akistan is yet to reach the age of maturity.
ADVANTAGES OVER LAUNDRY SOAP
)oaps and detergents are not the same thing$ although both are
surfactants$ or surface*active agents$ which basically means a washing
compound that mi+es with grease and water. )oaps are made of
materials found in nature. ,etergents are synthetic !although some of
the ingredients are natural"- they were developed during .orld .ar
when oils to make soap were scarce.
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Product Launch GLIZTENZ A Detergent That Cares
There is little doubt that soap is better for your health and the
environment than detergents. ,etergents are very to+ic to %sh and
wildlife. /onetheless$ a big drawback of washing with soap is that the
minerals in water react with those in soap$ leaving an insoluble %lm.
This can turn clothes grayish$ and the %lm can leave a residue !such as
is found on shower stalls$ for e+ample"$ which damages the fabric in
the long run.
f you choose to wash your clothes with a detergent$ you can ensure
the least possible damage to the environment by selecting the most
biodegradable products.
0ealth food stores have a number of brands of detergent that are
made with renewable materials instead of petroleum*based
ingredients$ and with natural essential oil fragrance and no dyes.
n a nutshell following are the advantages of a detergent over laundry
soap1
,etergents give a 2uicker and a more copious lather
They are easier and more convenient to use
&s cleaning agents they are superior to ordinary soap$
particularly for removing greasy substances
3verall emphasis on detergents is also increasing because of
more use of washing machines$ which obviously involves a much
easier use of detergents than soaps$ and also detergents en4oy a
better*perceived 2uality and upscale image.
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Product Launch GLIZTENZ A Detergent That Cares
MISSION STATEMENT
To provide or !"to#er" $it% t#o"t "&ti"'&!tion () !&terin*
to t%eir need" $it% prod!t" t%&t &re "&'e &nd o' t%e %i*%e"t
+&lit),
.e endeavor to maintain our standards of 2uality by keeping instep
with the technological trends and consumer preferences. .e
encourage our employees and provide them with the freedom they
need to e+ercise their skills to their ma+imum potential. .e put special
emphasis on teamwork and dedication in achieving corporate goals.
The corporate goal of Muntakh Trading !(vt." 5td. s stated as1
- to !ontri(te in t%e i#prove#ent o' t%e e!ono#) o' P&.i"t&n
() introd!in* ne$ i#proved !on"#er prod!t" t%&t !old
!&ter to t%e !on"#er"/ "pe!i0! need" &t &1ord&(le pri!e",2
3UTURE 4USINESS PLANS
Muntakh Trading Company plans to establish new businesses
in consumer market after becoming stable in the detergent
market. The company plans to follow capital*intensive
strategy in setting up new businesses and covering new
market segments. The company plans to enter the following
businesses in the upcoming years.
PRODUCT CATEGORY
,ental Care
0air Care
)kin Care
)urface Care
The companies who compete to serve the same markets are
multi*nationals like )mith #line 6eecham$ 5ever 6rothers
!(akistan" 5imited$ (rocter 7 Gamble !(akistan" 5imited and
Colgate*(almolive !(akistan" 5imited which are the giants of the
consumer market.
& separate )trategic 6usiness 8nit !)68" will be established
for each unit. 0ence$ the organization will comprise of %ve
)68's.
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Product Launch GLIZTENZ A Detergent That Cares
Muntakh !(vt." 5imited is also in the process of achieving
)3 9::; Certi%cation. Ma4or successes at Muntakh !(vt."
5imited begins with the identi%cation of consumer needs in
various income groups.
AIM
Create awareness among consumers.
To induce trial.
LONGTERM GOALS O3 T5E COMPANY
To gain a <= market share in the minimum possible time
To achieve low*cost production through investment in automated
manufacturing facilities
To achieve low*cost distribution by following disintermediation
strategies and using pull*strategy in selling product.
To make a positive image of the organization and its product and
to make consumers associate good will and good character with
M8/T&#0 C3M(&/>.
INDUSTRIAL 4AC6GROUND
(akistan being the part of third world countries$ with a considerable
population carries a great potential for consumer products$ even
though ?:= of the total population is con%ned to the rural areas$ the
remaining @: percent urban population has an access to all the
available necessities of life. The @: percent population makes the A:
million$ which constitutes a big market. B: million out of A: million are
in #arachi which oCers a pro%table market for any product in its
introductory and testing stage. The main sector of the detergent
market is mainly con%ned to urban areas !with little share in the rural
market where the demand is increasing with the growing numbers of
household where detergent has become an essential part of daily
routine. The three main manufacturers in this sector are1 5ever
6rothers$ Colgate*(almolive and (rocter 7 Gamble.
The unorganized sector of the detergent market en4oys a considerable
share of the total market inspite of the increasing use of detergents.
0ere we are talking about the lose powder in the local market.
6asically consumers take it as cheap product and at the same time
perform the same function. 0owever$ this perception is of the lower
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Product Launch GLIZTENZ A Detergent That Cares
middle class or the lower income people$ and they hardly care for the
2uality.
Taking analysis of both the formal and informal sectors of the detergent
market$ Muntakh Trading !(vt." limited has come up with a detergent
that C&DE) for your fabric and simultaneously perform the other
function of the detergents. 3ur company intends to capture the
e+isting market share from the present brands. .e have planned to
achieve this by highlighting the 8)($ which has never been introduced
in (akistan before.
Co#p&n) In'or#&tion
4&!.*rond
Muntakh Trading !(vt." 5td. was founded in #arachi in 3ctober
;::@. t was pro4ect that started as a class assignment in
)eptember ;::@$ and became the dream of the A famous
students of that class$ who did the advertising assignment.
Furat*ul*&in #han$ Dahat 6utt$ &yesha #han$ and &yesha 0ameed
dreamt of a company where they would be the partners and
would 4ointly work together with one mission$ to give fabric care
and brightness$ as they were famous for being well*dressed.
These four students of the institute formed a private limited
company after their graduation. 3ctober ;::@$ Muntakh Trading
5imited was formed to make their dream of a complete care for
clothes.
Each of the partners contributed in the initial investment of this
pro4ect with ;:= on everybody. The investment has been
provided by the families of each partner of which everybody
have high disposable incomes. The pro4ect budget was initially
prepared which was @< million. The split of the budget is as
follows1
4d*et Allo!&tion
5and cost B: million
&dditional E2uipment$ lease and
maintenance
G million
&dvertisement !B
st
Fuarter" ? million
3ther (romotional &ctivities ; million
Desearch and ,evelopment B million
&dvertisement !ne+t three < million
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Product Launch GLIZTENZ A Detergent That Cares
2uarters"
6ack 8p Hinance !Contingency" ; million
Total 6udget @< million
S.W.O.T ANALYSIS
STRENGTHS
Low price as compared to competitors brands such as Sur! "rie#! etc$
The product en%o&s the dierentia# ad'anta(e in the orm o abric sotener! which
has ne'er been introduced beore$
)E"*NESSES
+rand #o&a#t&, customers are stron(#& brand conscious! because most o them
%ud(e the -ua#it& b& +rand$
Limited production capacit&
.//.RT0N1T1ES
The tar(eted cit& *arachi has most#& -ua#it& conscious peop#e! so the mar2et
potentia# is hu(e$
The prices are 'er& reasonab#e3 it wi## be eas& to capture the mar2et$
1t can use an additi'e ad'anta(e in uture! #i2e the other estab#ished brands$ 4or
e5amp#e the sur used sur e5tra$
"s peop#e are becomin( more -ua#it& conscious! the trends ha'e be(un to chan(e$
6onsumers are switchin( to branded deter(ents rom soaps and #ose powder$
The chemica# industr& is (rowin(! which wi## #ead to the decreasin( prices in
uture$
The (o'ernment po#icies are chan(in( which wi## reduce the ta5es in uture$
/eop#e wi## be more wi##in( to accept the product with somethin( that CARES or
their c#othes$
THRE"TS
The competitors e$($ /7G! LE8ERS and 6.LG"TE9/"L:.L18E are the ma%or
threats! as mentioned ear#ier that deter(ent users are most#& brand
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Product Launch GLIZTENZ A Detergent That Cares
/o#itica# instabi#it&, the po#itica# condition o /a2istan has pro'ed to be unstab#e
or a number o &ears$
Economic instabi#it&, /a2istan has witnessed #uctuated economic trends$ The
in#ation trends ha'e shown disaster in business termino#o(ies$
0nemp#o&ment is another threat$
The mar2et has impro'ed and peop#e ha'e become -ua#it& conscious$ Thereore
G#i<ten= has to maintain hi(h -ua#it& standards in order to ha'e content
customers$
"s /a2istan is a proud potentia# mar2et there is a (reat chance or other new
countries to enter into the deter(ent mar2et mar2et$
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Product Launch GLIZTENZ A Detergent That Cares
MAR6ETING MI7
PRODUCT
GliztenI aims to serve the target market and to generate revenue
for the %rm. t is the latest introduction because of introducing the
fabric softener as its 8)(. &s Gliztenz says1
- A Detergent That Cares
B. /&ME
t is the core indicator of the brand both in awareness and
communication eCorts. t clearly reJects the product. The name
Gliztenz reJects sparkling$ bright$ softener and care to fabrics.
;. )>M635
The packaging of GliztenI carries a blue and white shaded cloud
with a rainbow in the background. This symbol reJects that the
clothes will maintain their 2uality and color$ and will be cleaned
simultaneously.
@. )53G&/
The slogan used by GliztenI is1
A DETERGENT THAT CARES
8, SIZES
4RAND PAC6 SIZE9S6U" RETAIL PRICE
GLIZTENZ B:: GMs Ds. 9.<
GLIZTENZ <:: GMs Ds. A?
:, REAC5
Muntakh Trading has ensured that the products are available at
most retail outlets$ which includes both super markets and
general stores. )ome ma4or outlets that will have Gliztenz
,etergent are1
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Product Launch GLIZTENZ A Detergent That Cares
&gha's$ Motta's$ 6lessing$ (ak Medico$ Time Medico$ )unny
Medico$ 0uma General store$ /aheed )tore$ Kumbo )uper )tore$
(aradise and other ma4or stores in #arachi.
;, POSITIONING
The positioning statement for Gliztenz is1
Hor 2uality conscious housewives$ Gliztenz is a detergent which
gently cleans your clothes as it has a fabric softener that ensures
the long life of your fabric with brightness$ while protecting your
skin from any harm.
Gliztenz will be1 &pproved by the ,ermatological &ssociation of
(akistan.
Po"itionin* !emotional"
Gliztenz< t%e "&'e"t !%oi!e 'or )or !lot%e",
=, PRODUCT PERCEPTION
6rand (ersonality
That is how we want consumers to perceive Gliztenz.
a. Con%dence1
Gliztenz gives con%dence to its users about the
appearance of their clothes and makes them feel in
control under all circumstances. Gliztenz also
ensures the 2uality wash of the user's clothes as it
removes trapped dirt from deep down while
retaining the softness of the fabric.
b. 8ser Hriendly1
Gliztenz not only provides safety of clothes but
safety of user's skin$ as it does not react with any
skin type. Therefore$ Gliztenz gives the people$
using this product$ a whole new faith in them.
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Product Launch GLIZTENZ A Detergent That Cares
c. Care1
The housewives will rely on Gliztenz to a large
e+tent as their relationship is based on mutual trust
and the shared understanding of providing clean$
soft and fresh clothes for the whole family.
d. Hamily 3riented1
The Gliztenz family is a close knit who believes in
helping each other at times of need and they want
the best for their whole family. ts is helping each
other at times of need and they want the best for
their whole family. t is for this reason that they are
very particular about using a 2uality detergent for
washing clothes.
>, In*redient" o' Gliztenz In!lde"?
Sodi# Met%)l @ASl'o CB@AB> E"ter
Cleansing agent
)urfactant
Di"odi# @ASl'o CB@AB> 3&tt) A!id S&lt
Cleansing agent
)urfactant
Sodi# Al.)l Sl'&te?
Liscosity increasing agent
Al!o%ol Et%oC)l&te?
Corrosion inhibitor
Emulsi%er
)urfactant
4t)l C&r(itol?
Corrosion inhibitor
Sodi# Dode!)l(enzene Sl'on&te?
)urfactant
1A
Product Launch GLIZTENZ A Detergent That Cares
Cleansing agent
A!r)l&te"9Ste&ret%A@D Met%&!r)l&te Copol)#er
Liscosity increasing agent
Sodi# 5)droCide?
&d4ust p0
Pol)&!r)l&te?
Hilm former
4t)lene Gl)!ol?
)olvent
W%itenin* A*ent?
Colorant
Aro#&ti! 3r&*r&n!e?
E+tracted from fruits$ vegetables$ or nuts
Hragrance component
DMDM 5)d&ntoin
(reservative
Idoprop)n)l 4t)l!&r(&#&te?
(reservative
Prote&"e Enz)#e"?
0elps break down proteins
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Product Launch GLIZTENZ A Detergent That Cares
PRODUCT
(rice is the second and one of the most crucial elements of the
marketing mi+. .hen pricing$ companies have to make sure that
they don't price their product higher or lower than the perceived
value of it. Good*Lalue pricing strategy has been adopted to
ensure that the competition is unable to take advantage of lower
price. 6ut at the same time Muntakh Trading !(vt." 5td. is
destined for innovativeness and 2uality control. Therefore
Gliztenz pricing is relatively lower than its ma4or competitor
8nilever$ however$ the 2uality provided is unmatchable.
PRICE
Higher Lower
Higher
QUALITY
Lower
Gliztenz i" &v&il&(le in t$o di1erent S6U"< $%i!% &re &"
'ollo$"?
4RAND PAC6 SIZE9S6U" RETAIL PRICE
GLIZTENZ B:: GMs Ds. 9.<
GLIZTENZ <:: GMs Ds. A?
12
(remium
)trategy
3vercharging
)trategy
Good*Lalue
)trategy
EGLIZTENZF
Economy
)trategy
Product Launch GLIZTENZ A Detergent That Cares
Pri!in* 'or BDD *r&#" i" &" 'ollo$"?
TOTAL COST %Age
PRICE
Ru!ees"
Raw Material 46% 2.4
Advertising and Promotion 10% 0.5
FOH 10% 0.5
Laor 5% 0.!
Freig"t 5% 0.!
Pa#$aging 20% 1.0
%&'i(ment )ost 4% 0.2
Tota# Cost $%&

)om(an* Pro+it Margin !5% o+ )ost 1.,

L'st Pr'ce (%)

-istri'tor.s margin /5%0L.P.1 0.!
-istri'tor.s sales ta2 /1,%0-.M.1 0.1


Trade Pr'ce *%+
3rade Margin /10% o+ 3.P1 0.4
3rade 5ales 3a2 /15% o+ 3rade Margin1 0.1
3rade dis#o'nts /1,% o+ 3.P1 1.!


Reta'# Pr'ce 'n Pa,'stan' Ru!ees )%$
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Product Launch GLIZTENZ A Detergent That Cares
Pri!in* 'or :DD *r&#" i" &" 'ollo$"?
TOTAL COST %age
PRICE
Ru!ees"
Raw Material 46% 11.4
Advertising and Promotion 10% 2.5
FOH 10% 2.5
Laor 5% 1.!
Freig"t 5% 1.!
Pa#$aging 20% 5.1
%&'i(ment )ost 4% 1.0
Tota# Cost -$%.

)om(an* Pro+it Margin !5% o+ )ost ,.6

L'st Pr'ce +.%+

-istri'tor.s margin /5%0L.P.1 1.4
-istri'tor.s sales ta2 /1,%0-.M.1 0.!


Trade Pr'ce +(%+
3rade Margin /10% o+ 3.P1 !.6
3rade 5ales 3a2 /15% o+ 3rade Margin1 0.5
3rade dis#o'nts /1,% o+ 3.P1 6.5


Reta'# Pr'ce 'n Pa,'stan' Ru!ees .*%/
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Product Launch GLIZTENZ A Detergent That Cares
PLACEMENT
,istribution to start from ,ecember ;@
rd
;::@$ and the product
will be launched on Kanuary B
st
$ ;::A
Gliztenz to be launched in the metropolitan city #arachi.
n order to save time and money$ the product will be distributed
from the manufacturer to the distributor who then will be
responsible for transporting the product will be distributed from
the manufacturer to the distributor who then will be responsible
for transporting the product to retail outlets. ,istributors and
retailers will be informed and educated about the potential of the
product and its distinctive attributes.
The following factors will inJuence the agreement with the
distributors1
B. 0eavy promotional e+penditures
;. Time to time sampling of the product in diCerent packaging
to bene%t distributors' position in the market.
@. ndividual managers assigned to each distributor to ensure
a strong communication with the company.
A. The uni2ueness of the product
<. E+tremely competitive and aCordable pricing
M. 5ucrative distributor margin.
Di"tri(tion C%&nnel1 Muntakh Trading will distribute Gliztenz
through %ve channels. &fter the completion of production
process$ Gliztenz is dispatched to the depots. t is then passed
on to the various distributors who then will distribute the product
to either the retailers or wholesaler and thus %nally reaches the
consumers.
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Product Launch GLIZTENZ A Detergent That Cares
N&#e o' t%e Di"tri(tor
Major distributors include:
B. 8,5 !8nited ,istributors 5imited"
;. Gizri Corporation
(referred places will be negotiated with the retailers for ma+imum
e+posure of the product at shelves. Muntakh Trading !(vt." 5td. will
oCer handsome pro%ts to the retailers in order to arouse the need
for the retail of Gliztenz detergent.
1;
MUNTAK
H
TRADING
DEPOTS
DISTRIBUTOR
WHOLESALER
RETAILER
Product Launch GLIZTENZ A Detergent That Cares
PROMOTION
t's an other element of the marketing mi+. (romotion plays a very
crucial role in the sales of the product. f a product is not promoted well
then even a good product would fail in the market because of the lack
of awareness of the product and low sales.
&. Per"on&l Sellin*
)ampling to be done to the households.
6rochures to be made for the households'
recommending the product to support their
claim about the product.
& database to be made for the
individualsNconsumers provided with the
samples to see the eCectiveness of the
samplingNinvestment done.
6. P(li!it)
Gliztenz to be launched on Kanuary B$ ;::@ in a formal press
conference in (earl Continental 0otel 6allroom inviting all the leading
media related organizations including electronic and press and
C. P(li! Rel&tion"
The media representatives to be sentNgiven sample products to try at
home and would be invited to give their comments on Gliztenz
!preferably in their respective media".
,. S&le" Pro#otion
(ush and pull strategy will be used accordingly to promote sales.
The product will pushed through the channel members by oCering
incentives and discounts like B; plus B
O
. &nd pulled by the
promotional campaign in the in the media through TL commercial$
6illboardsNhoardings and (3( !point of purchase".
o Pro#otion&l O(Ge!tive"
Hollowing are the promotional ob4ectives for Gliztenz1
B. To create awareness of the product in the selected target.
B
.ne unit o the product ree on bu&in( one do<en C12D units
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Product Launch GLIZTENZ A Detergent That Cares
;. To diCerentiate Gliztenz on the basis of its attributes and
2uality.
@. To induce trial and repurchase.
A. To establish a brand of high*2uality and innovativeness.
<. To create brand loyalty in the after trial period.
M. ntensify )ales.
E. P&!.&*in*
&ttractive packaging having shades of blue and white and strong
branding$ which is as competitive on the shelf$ as any competitor
detergent.
H. Adverti"in*
1?