North South University

Final term paper on liquid hand soap

Course: MKT202
Section: 03
Date: 04.08.2014

Submitted by
Name
T.M. Ratul Islam
Rakin Chowdhury Anan
Tasnim Sultana Pew
Mehedi Hassan
Rakibul Islam

ID
1321060030
1230971630
1311364630
1330408030
1320108030

Submitted to

Md. Anwar Sadat Shimul (AwS)

Department of Marketing and International Business
School of Business

Executive Summary
Our project is about liquid hand soap. We found nine brands in market. Among them
we took top five brands from the market. We visited some super shops and
departmental stores in Dhaka city. To get information we discussed with the
managers of super shops and the owners of departmental stores. They friendly cooperated with us to find the top brands in the market. According to their sales data we
found these top five brands. They also told us about these brands marketing strategy.
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Most of them are using business to business marketing and some of them are business
to consumer. They told us about just trade promotion, trade discount etc. keeping
those information in mind, we have introduced a new brand in the market. quiClean is
our new brand. We have used segmentation, targeting and positioning to promote our
brand. We have used three segmentations out of four. We have eliminated
demographic segmentation because, this liquid hand wash is for male, female,
children even people in different ages can use it. We have used geographic,
psychographic and behavioural segmentation. Geographically we have divided our
market into some territories. Our main target is Dhaka, second is Chittagong, the other
five divisional cities and next is tourism areas. Under psychographic segmentation our
targeted customer is from upper middle class to upper- upper class. So we want to use
market skimming pricing instead of penetration pricing. Our product quality is better
than our competitors so we want to take higher price than them. quiClean is both for
small and big family . We have made three types of containers. They contain 200 ml,
350 ml and 550 ml. Our refill pack is 170 ml.
quiClean is now staying in introductory stage so marketing is the most important
thing for manufacturer to make it available in market. Thats why we have a rational
budget for marketing. We have determined to use all the sources of marketing to make
our brand number one in the market.

Current Market Analysis

Top 5 liquid hand soap brands in the market
1.
2.
3.
4.

Lifebuoy (Unilever )
Dettol (Reckitt Benckiser India Limited)
Savlon (ACI Limited)
Sepnil (Square toiletries Limited)
2

5. Farmasi (Tan-Alize Kozmetic, Turkey)

We visited some super shops and departmental stores and we found several brands. Based on
higher customer demand they provide these 5 brands, shown above. They told us Lifebuoy
has highest demand among these five brands, besides Dettol and savlon have also high
quantity demanded. The rest two Sepnil and Farmasi have a least demand compared to the
previous brands.

Finding top 5 brands

We visited Agora, Mirpur-1; Nandan, Mirpur-11; Mehedi Mart, Bashundhara; Shawapno,
Gulshan-02; Mina Bazar, Rajarbag and the departmental stores are Jamil general store,
mirpur-02; Nawrin departmental store, Beili road; Ma general store, Shahzadpur also.

How are these names in the top 5 list?

Visiting spot
Agora
Nandan
Mehedi Mart
Mina Bazar
Shawapna
Jamil general
store
Nawrin dept.
store
Ma general store

Total
Average

Lifebuoy
60
50
50
55
60

Dettol
50
40
40
50
50

Savlon
50
35
30
40
40

Sepnil
20
15
10
10
15

Farmasi
10
5
10
5
8

10

XX

XX

XX

15
10

10
8

8
5

3
XX

XX
XX

310
38.75

256
32

216
27

73
9.1

38
4.75

Lux

Freshton
e

Maliza
2
2
3
2
5

4
3
2
3
4

Biore
3
2
2
2

4
2
2
2
3

XX

XX

XX

XX
XX

XX
XX

XX
XX

XX
XX

13
1.6

13
1.6

13
1.6

13
1.6

According to their weekly minimum sales and customer demand, these brands are enlisted in
the top 5 list.
This statistics shows the top five brands in the market.

Product analysis
1. Lifebuoy (Unilever )
Lifebuoy has two types of hand wash in our country. One is Lifebuoy total and another is
Lifebuoy care. Lifebuoy cares colour is sky blue and Lifebuoy totals colour is pink. Both
has 200 ml container and their refill pack is 180 ml. The external view of the container is
close enough to hexagonal shape. On top of the container there is a push lock to use it. It
should be used within 24 months from manufacturing date.

2. Dettol (Reckitt Benckiser India Limited)

Dettol has four types of liquid hand wash in the market. They are Re-energizer 200ml
container (orange colour), Sensitive 200 ml container (pink colour), Original 200 ml
container (sky blue) and another is menthol 200ml container (blue colour). It has a refill pack
of 170 ml and a family size of 750 ml. It has also hand sanitizer that can be use without water
which is 50 ml. The external view of the container is close enough to hexagonal shape. On
top of the container there is a push lock to use it. It should be used within 24 months from
manufacturing date.

3. Savlon (ACI Limited Bangladesh)

Savlon has three types of liquid hand wash. They are Active, Aloe Vera and Ocean Blue.
These three types are available in 200 ml, 250 ml and 500 ml containers. This is an antiseptic
hand wash with various features such as fragrance, colour and smell. The external view of the
container is also close enough to hexagonal shape. On top of the container there is a push
lock to use it. It should be used within 24 months from manufacturing date.

4. Sepnil (Square Toiletries Limited)

This is an antiseptic hand wash. It has two types; one is antiseptic 220 ml container with 200
ml refill pack another is hand sanitizer 200 ml. Antiseptics colour is light red and sanitizer is
white coloured. The shape of the container is two types. Antiseptics shape is cone and
sanitizers flatter hexagonal. Its speciality is killing 99.99% germs without water. . It should
be used within 24 months from manufacturing date.

5. Farmasi (Tan-Alize Kozmetic, Turkey)

It has four types of liquid hand wash. Cherry and Almonds (red colour), Berries and Vanilla
(off white), Orchid (white), Cream and Apricot(light red). These are available in 300 ml and
500 ml container. It gives consumers natural, romantic, softness and silky touch. It speciality
is all the form are made from fruits and flowers. Consumers can use it within 4 years from the
manufacturing date.

Ml

50(sanitizer)
200

220
250
300
500
750
1000
Refill
180
175
200

Lifebuoy
BDT
XX
90

Savlon
BDT
X
80

Sepnil
BDT
X
200(sanitizer)

Farmasi
BDT
X
X

X
X
X
X
X
X

Dettol
BDT
60
115
90(sensitive)
65(original)
X
X
X
X
200
X

X
120
X
200
X
210

90
X
X
X
X
X

X
X
265
285
X
X

55
X
X

X
55
X

X
X
X

X
X
X

X
X
X

Price analysis: Including vat.

All prices are taken from the label of the containers. These are the maximum retail price
(MRP).

Promotional analysis
Brands

Tvc

Newspaper billboar
d

Lifebuoy

Trade
promotio
n

Dettol

Savlon
Sepnil
Farmasi

Radio Consumer Campin

Promotion g

Other

This chart shows the primary promotional analysis of top 5 brands.

1. Lifebuoy
Unilever does mass marketing for Lifebuoy liquid hand wash. Unilever continuously
makes TV advertisements for this hand wash. They use celebrities, doctors and kids
for their advertisements. In Bangladesh, Lifebuoys brand ambassador is famous
cricketer Sakib-Al-Hasan. They also advertise in radio, newspaper, billboard to
promote this brand. They also do transit marketing. Specific times in the year they
provide consumer promotion, providing something free for consumers. In this
Ramadan (2014) they are providing a food container for free with two refill packs.
They organize some activities in world hand wash day to promote this brand. This day
they roll many promotional activities in several schools and colleges.

2. Dettol
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Dettol is manufactured by Reckitt Benckiser ( India) limited. It is available in Bangladesh.

They Are making continuously TV advertisements in India. Distributor of Bangladesh uses
their advertisements within this country in Bengali. Besides TV they use radio, newspaper
and billboards. In their advertisements they show emotional facts like mothers concern about
children. Sometimes they provide some gifts for free and also give discount to consume on
purchase.

3. Savlon
Not much advertisements are made by ACI limited ( Bangladesh) for Savlon liquid hand
wash. They use newspapers and billboards advertisements to promote their brand. Actually
they do business to business marketing and use trade promotion. They set a target for
retailers. If they successfully achieve sales target, then the manufacturer provides cash reward
and trade discount to the retailers. Savlon has a good image in the market by their other
product advertisements. So the consumers have a positive perception for Savlon liquid hand
wash.

4. Sepnil
Sepnil has no TV advertisement. They actually use newspaper and pharmacy to introduce
their brand. This is totally Bangladeshi brand. So consumers have a soft corner for this brand.
The manufacturer uses trade and target promotion for this brand. If the retailers fulfil the
target sales, then they get trade discount, allowances and other rewards from the company.
They also give discounts and allowances for consumers.

5. Farmasi
Farmasi is a Turkish brand but it is available in Bangladesh. It has no tv advertisements for
Bangladeshi consumers. Basically Bangladeshi distributor follows business to business
marketing to make it available in market. In Bangladesh it is introduced and distributed by
Gaby international. They set a selling target for retailers and if they can achieve the target, the
retailers get trade discount and cash reward from the distributor. During this Ramadan in
7

2014 they are providing 20 taka discount for 500 ml container. This promotion is for end
consumers.

Marketing strategy for our brand

Marketing strategy for

quiClean

Segmentation:
Consumers are different in their wants, incomes, location and demands. Through market
segmentation we want to divide large heterogeneous markets into smaller segments. There
are four ways to segment a market,
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Geographic segmentation
Demographic segmentation
Psychographic segmentation
Behavioural segmentation

We will go for geographic, psychographic and behavioural segmentation. A question

is automatically rising here and that is, why not we are going for demographic
segmentation? The answer is, we are producing liquid hand wash and it is such a
product that can be used by all aged people and gender. It does not depend on family
size, small or big both size of family can use it.

The purpose of using geographic segmentation

Our target is the big cities of Bangladesh. We divide Bangladesh into many territories that
include our capital, other six divisional cities and tourism areas. We think as a new product
this segmentation will be sufficient enough to run our business because, most of the
segmented people are living in these territories.

The purpose of using psychographic segmentation

In this part, we thought about social class and life style. The reality is the lower class and
working class people can not afford to buy a hand wash. Many middle class families do not
buy hand wash they use 10 taka soap in their basin. Very few middle class family in
Bangladesh use hand wash regularly, so our psychographic segmentation starts from upper
middle class to upper- upper class.

The purpose of using behavioural segmentation

In Bangladesh we have many occasions. Some of them are very special like Eid, Durga Puja
and Pahela Baishakh. During these occasions people consume many convenience products,
so we choose these emotional occasions for segmentation and we also choose tourism season
from December to March. Statistics shows that during this time there are above 1 million
tourists stay in our tourism areas hotels such as Coxs Bazar, Sylhet, Rangamati, Bandarban.
10

And they go for their meal in relevant areas restaurants. So we want quiClean be available in
these areas.

Our target market

After evaluating different segments, we must have to decide our target market. Most of the
upper class people are living in Dhaka city and Chittagong also. So this two cities are our
first and main target market. We want to available our product in every corner of these cities.
Now Dhaka is not only old and new Dhaka. It has spread its area to Gaipur and
Narayangonj. Besides Dhaka and Chittagong we also target the market of another 5 divisional
cities, selected areas where targeted customers (upper middle class to upper-upper class) are
living. Our target market extends to tourism areas also. It does not cover the whole area of the
relevant tourism district. We want to make available our product the selected spots where the
hotels and restaurant are situated.

Positioning for quiClean

Winning a position in consumers mind is a tough work. A question how we do it? In our
target market at first we have to inform to our targeted customers that we are here.
Consumers are overloaded with information about our competitors products. At first we have
to penetrate our information in their mind. Then we have to be available in their areas with
our core product. Our main target is to cover all the departmental stores and supper shops in
our targeted areas. As this is a new brand so the wholesalers and retailers do not normally
willing to sell our product. In this situation we have to use push strategy because everyone
wants profit. Thats why we need to ensure them if you sell our target amount of container
you will get cash rewards, discounts, allowances and other incentives also.

Marketing mix (4Ps)

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To market a product or service, we need to understand properly product, price, place and
promotion. These are the four elements of marketing mix. Now we discuss about our brand
through 4Ps strategy.

Product
quiClean is an antiseptic combination of hand wash and hand sanitizer. We are making three
types of quiClean .
1. Menthol
2. Strawberry and Cherry
3. Sensitive
It has different colours and fragrances for different type.
1. Blue for Menthol
2. Dark red for Strawberry and Cherry
3. Off- white for Sensitive
quiClean is available in market with three level of containers.
1. 200 ml (for small family and hotel room)
2. 350 ml (For big family)
3. 550 ml (for restaurant and big family)
We are producing 170 ml refill pack for all types.

Price
As our target market is upper middle to upper-upper class and we are producing a good
quality product so our pricing strategy is skimming price. (All price in BDT)
Ml

Menthol

Strawberry &
12

Sensitive

200
350
550
Refill
170

220
300
450

cherry
250
320
500

220
300
450

150

160

150

Place
Place means distribution channel. To make available our product for the customers we use a
middle man between us (manufacturer) and retailer that is wholesaler.
Manufacturer
Wholesaler
Retailer
Consumer
We will use this chain for rest of our target areas except Dhaka. One factor , that wholesalers
make some problems. There are possibilities to make horizontal and vertical conflicts by
wholesalers. So we have to keep a good communication and observe them properly. For
Dhaka we eliminate the wholesaler because Dhaka is our main targeted area so we want to
control Dhaka by ourselves.
For each target market we want to provide sufficient pick up van to make our product
available in time.

Promotion
Promotion refers to the advertisements and marketing part of selling. This is a new brand in
the market so the promotional stage is the most challenging factor. We have to do it very
carefully. We need to keep a good flow of advertisements and do marketing within our
limited budget.

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We have a good amount of budget to promote our brand to beat its competitors.
Tvc

Newspape

Billboard Trade

r
40%

10%

5%

Radio

Consumer Campin

promotion

promotio

10%

n
5%

5%

5%

Other

Reserve

10%

10%

This budget is for first three years and we want to reach our break even unit with this budget
within this time.

Brands

Tvc

Newspaper billboard Trade

Radio

promotion

Consumer

Camping Other

Promotio
n

Lifebuoy

Dettol

Savlon
Sepnil
Farmasi
quiClean

X
X
X

X
X
X

X
X
X

X
X
X

Promotional analysis for

quiClean and its competitors

Discussion about our promotional terms

TV advertisement
Most of the people watching TV and now a days TV is the most essential part of marketing.
This is the most expensive way to marketing so we keep our highest budget for this term. We

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want to make our TV advertisement by an influential figure who can make a good image of
our brand in the market. We dont want to make emotional advertisement. We will make
realistic advertisements to promote our brand. Our TV advertisement will telecast in every
bangle channel.

Newspaper
Print media is a very strong advertising source in our country. Everyday minimum 3 million
people read newspaper. We want to advertising in some leading Bengali and English
newspaper that may cover minimum 1 million people. This is comparatively less expensive
so for newspaper we keep 10% of our budget.

Radio
This is a cheap advertising source comparatively television and newspaper. So we keep 5%
credit of our budget. This is a cheap source but it works because in our country many people
listening radio. For radio advertisement we need to make a good and effective jingle.

Billboard
We have to make some billboard in our targeted cities. If we can make some billboard in
some important location in these cities then those billboard can make appeal in our targeted
customers mind.

Trade promotion
Trade promotion is one of the most important source to promote a new brand. So we keep
10% credit from our budget. Trade promotion is business to business marketing. Trade
promotion means discounts, allowances, rewards and other incentives go to the wholesalers
and retailers. If they get a good amount of incentives regularly, they will be motivated to sell
our product.

Campaign
This is quiet good source of marketing. We want to do campaign in our targeted areas
location and we want to campaign also in leading schools, colleges and universities. In world
hand wash day we want to do some different campaign like we will arrange some funny
games for street children.
15

Consumer promotion
This is also an important thing to promotion a brand. Consumer promotion means give
something free or give some discount to consumers. If consumers get these incentives
occasionally they will be pushed to buy this product.

Others
Here we want to do transit marketing in our targeted areas. We do also sponsor in sporting.
We want to do sponsor in school and university level football tournaments, cricket
tournaments and other tournaments also. If we can make good profit after our break even then
we want to sponsor national and international level cricket tournaments. From this budget we
want to make our brand ambassador also. In our country cricketer is the most influential
figure so we want a famous and dashing face from here. We thought about our cricket captain
Mushfiqur Rahim and rising peace bowler Taskin Ahmed. For these we need good money so
we keep 10% credit from our budget.

Reserve
This is not a promotional term. We keep some credit in reserve. We will expense from it, if
any term need more money.

Competitive analysis
There are many liquid hand soap brands in the market. Those who are doing their business in
liquid hand soap market before us they are our primary competitor. At first we want to beat

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those who have small share in market among all nine brands is shown in above. Gradually we
want to catch the large market to beat the top five brands.
Our main strength is our quality. We come to market with a new concept of hand soap that
was not in the market before. We have also a rational marketing strategy to compete with our
competitors. Top five brands are our major competitors. Among them Lifebuoy has highest
market share and sales but they do not use all the sources of marketing. As lifebuoy does not
use all sources of promotion but we must use all the sources of promotion to promote our
brand (Promotional analysis for quiClean and its competitors). We will use all the chances of
promotional activities to promote our brand and compete with our competitors.

Conclusion
We are the entrepreneur in the liquid hand soap market because, we are manufacturing both
hand wash and hand sanitizer in same container. As an entrepreneur we have risks to lounge
this product. Besides there have been many competitions in hand soap market before us.
Though there are risks and competitions, we are confident about our product, management
and marketing strategy. Apart from this, our main object is to serve people as well as to
eliminate the confusion about the working process of hand sanitizer that it can kill germs
without water. Only good quality of product can help us better to serve the customers and
helps the business to run further in future. By producing quality product we will touch our
land mark.

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