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Safedi mein samjhauta kyun!

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What is Kleen Sweep?

A company dedicated to quality over price. A company who believes in innovation. A company who believes in accepting social responsibility. A company who has the consumers interests at heart.
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Corporate Identity

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Launch

Booths set up in all Big Bazaar outlets. Sample sachets distributed. Mini banners hung from the supermarket ceilings. Sample sachets stuck on print ads. Campaigns.

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Campaign

Dhobi Ghat Campaign for 3 days. Play area (at malls) campaign for 7 days.

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USP : Meant for white clothes

Whites require intense action. Deep pore cleansing technology. Intensity not meant for coloured garments. Superior shine. Dull? Never again!
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Target Group

Objective:

To increase market share of the brand and establish brand loyalty. Target group: Housewives. Individuals under the age of 25 years who are living separately. Dhobis. House maids.

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Detergent Powder.

Compartment for gloves and measuring cup. Quantity: 250 gm., 500 gm., 1 kg, 2 kg and 5 kg. Cheaper than other detergents. Save Rs. 9 per kg.

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Detergent Sog bar.

Detergent bars available. With brush-casing. Fill sog bar compartment with water. Sizes: 250 gm.

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Roll-On detergent.

A revolution in itself. Low price. Benefits: Air-tight packaging. Longer life. Travel size packs. Easy to use.
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No need to even touch the soap.

Price
Quantity 250 gm 500 gm 1 kg 2 kg 5 kg 250 gm (sog bar) Competitor 20 37 80 160 380 14 Kleen sweep 18 32.50 71 142 340 12

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Ad Strategy

Primary ad strategy focuses on TVC and print ads. Secondary strategy focusses on hoardings. Tertiary strategy uses social media websites.

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Print Ads (English)

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Print Ads (English)

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Print Ads (English)

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Print Ads (Hindi)

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Print Ads (Marathi)

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Placement of the Ads.

Print ads on page 4 or 5 of newspapers. Ads put on the day of the launch. Target newspapers: English: Mumbai Mirror, Pune Mirror, Hindustan Times.

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2) Marathi: Loksatta, Maharashtra Times.


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Hindi:

Hoardings (English)

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Hoardings (Hindi)

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Hoardings (Marathi)

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Placement of the Hoardings.

Maximum hoardings on railway stations. Focus on prime railway stations Dadar, Kurla, Vashi, CST, Churchgate, Andheri, Bandra, Thane, Mulund, Ghatkopar, Kalyan, Borivali, Virar, Wadala Road, Panvel, Belapur. Hoardings on main roads in the cities Mumbai, Pune, Aurangabad, Nasik, Kolhapur.

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TVC

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Placement of the TVC

Aired on the channels Colors Life Ok Sony Star Plus Zee TV Hungama Disney

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Aired 8 times between the time slot of 8 p.m. to 11 7/26/12 p.m. (Once every half hour).

Company Website

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Objective of company website

In order to provide detailed information to curious consumers. To introduce special product offers, discount rates and subscriptions. Online shopping (in instalments). Distribution to retailers and distributors.

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Merchandising
Handkerchiefs Brus h Tshirts

Measuring Cups

Gloves

Cloth Bags

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Corporate Social Responsibility

The no. of pollutants that the company is releasing in the river and the ground water, as a compensation the company is planting trees by alliancing with Oxygen.

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Our message:

Safedi main samjhauta kyun! Some compromises are necessary. This is definitely not one of them.

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