Mgt Hand Wash
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.
Introduction:
Product name:
Company name:
Price:
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Target market: Health conscious people, Mothers/Parents, Women, Men, Kids, Working People/Outdoor people, Household Users, Corporations
Current Marketing Situation:
In Bangladesh 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.
Our company is planning to extend the brand further and increase its market share by using the new branding strategy. The company is now
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.
Introduction:
Product name:
Company name:
Price:
General color:
Target market: Health conscious people, Mothers/Parents, Women, Men, Kids, Working People/Outdoor people, Household Users, Corporations
Current Marketing Situation:
In Bangladesh 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.
Our company is planning to extend the brand further and increase its market share by using the new branding strategy. The company is now