Strategic Marketing Plan a Case of Whitedent Tanzania

Topics: Marketing, Dar es Salaam, Marketing plan Pages: 6 (1252 words) Published: April 24, 2009
| |Introduction of the organization
NAME: Chemi & Cotex Industries Ltd.


Chemi & Cotex Industries Ltd. a company established in 1975 is engaged in manufacturing & marketing of FMCG Goods, Industrial & Household Plastics and metal products. It is a member company of the Mac Group whose history can be traced back to the 1880’s when entrepreneur and explorer Kanji Jeraj Manek departed on a dhow from Jamjodpur, Gujarat, to the East African coastline in search of better prospects.

Today Chemi & Cotex Industries Ltd. is one of the largest consumer goods company in Tanzania with manufacturing bases in Dar es Salaam, Arusha, Nairobi & Kampala & operations spread throughout East Africa.

Chemi & Cotex Industries Ltd. a marketing channel network consists of 1200 business partners, spread throughout Tanzania, Kenya, Uganda, Democratic republic of Congo and South Africa which are serviced regularly by 8 regional offices, Depots, a fleet of 56 delivery vehicles & well trained, motivated and diligent personnel.

Chemi & Cotex Industries Ltd' s portfolio of brands include Whitedent, Sweet Heart, Bodyline, Siri, Simba Chef, Bannisters, Zawadi Zanzibar, Soft Touch, Skin Glow, Skin Care, Afro Jell, Chemicola, Vits, Glacier, Toto, Chemident, Bendera, Kanga, Polytank, Polypex, Kifaru, Whiteline, Zimo and many others.

The product mix consists of Toothpaste, Lotion, Crèmes, Fairness Crème, Petroleum jellies, Hair Oils & tonics, Pomades, Styling Gels, Squashes, Baking Powder, Soda bicarbonate, Sauces, Jams, Pickles, Mineral Water, Toilet soaps, Laundry Bars, Detergents, Oils, Confectioneries,  Household Plastics, Industrial Plastics, Barbed Wire, Chain link Fencing, Expanded Metal, Nails.

Every year Chemi & Cotex Industries Ltd. makes efforts to improve quality of products and offer better value for money to their customers whilst at the same time in return maximize market share, and above all to keep consumers and business associates satisfied. 1. Current market plan (4P)


At the moment Chemi & Cotex Industries Ltd. offers 2 brands of kid’s (children) toothpaste in the market. Sales of the brands are very low at the moment due to lack of awareness of the product and value provided by the same to the consumers.

In this case, the buyer of the product and the end user are different. The buyer is the parent and the consumer of the product is the child. Both the parent and the child need to be made more aware of the benefits accrued from using specialized toothpaste for oral care and mainly prevention of tooth decay amongst children in this case.

Chemi & Cotex Industries Ltd. needs to create a marketing strategy that serves as the foundation of their marketing plan. Their marketing plan should contains a set of specific actions required to successfully implement their marketing strategy. For example: "Use a low cost product to attract consumers. Once Chemi & Cotex Industries Ltd. can for instance attain a low cost product, it can establish a relationship with consumers based on cost. Chemi & Cotex Industries Ltd. will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service." Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. In this case however, we shall not strategize on cost aspects and concentrate on value of the product to the consumer and attempt to raise sales of kid’s toothpaste by the value that it creates. We shall also focus our attention on packaging of the product by improving the same to entice the consumer to solicit the parent not to buy “toothpaste” but “Whitedent Kids Toothpaste” What we seek to achieve is heightening product appeal with the promise of value and more all-in-one solutions to propel growth and hence rise in sales of our chosen product.

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