1. An analysis about current market positions of the Vanish toilet cleaner at toilet cleaning industry in Bangladesh Submitted by Asib Uddin Ahmad Submitted to Department of Business Administration Atish Dipankar University of Science and Technology October 2013

2. An analysis about current market positions of the Vanish toilet cleaner at toilet cleaning industry in Bangladesh

3. An analysis about current market positions of the Vanish toilet cleaner at toilet cleaning industry in Bangladesh This Internship Report is submitted as a Partial Fulfillment of the Requirement for the Degree of Bachelor of Business Administration (BBA). Submitted by Asib Uddin Ahmad ID: 082-055-031 Program: BBA Submitted to Md. Wali Ullah Lecturer Department of Business Administration

4. i Letter of Transmittal 1st October, 2013. To Md. Wali Ullah Lecturer Atish Dipankar University of Science and Technology. Banani, Dhaka. Subject: Submission of the Internship Report. Sir, With due respect, I would like to state that, I have tried my best to accomplish the task that is given to us. Thank you for giving me this opportunity to conduct a study An analysis about current market positions of the Vanish toilet cleaner at toilet cleaning industry in Bangladesh which helps me to comprehend the knowledge of general marketing system of a company. In spite of my cordial effort there may be few lacking in my assignment. For that I am requesting your kind consideration and expect that you will be pleased with my job. Thanking you and looking forward to receive your cordial approval of my submission. Sincerely Yours Asib Uddin Ahmad ID: 082-055-031 Department of Business Administration

5. ii Student Declaration I hereby declare that an internship report on An analysis about current market positions of the Vanish toilet cleaner at toilet cleaning industry in Bangladesh has been prepared by me as the partial fulfillment of requirement for BBA degree from Atish Dipankar University of Science and Technology. The given information is true and the source of collecting data is authentic. This report is arranged for academic reason and I do not have any wrong intention or financial assistance. This internship is my original work and not submitted for the award of any other degree or other similar titles or prizes and that the work has not been published in any journal or magazine. I ensure that I do not try to hamper companies goodwill. This research I developed by my opinion, it is not companies overview. Sincerely yours Asib Uddin Ahmad ID: 082-055-031 Department of Business Administration

6. iii Supervisor Certification This is to certify that this internship report on An analysis about current market positions of the Vanish toilet cleaner at toilet cleaning industry in Bangladesh A Study On, ACI Limited, 245 Tejgaon Industrial Area, Dhaka, is solely prepared by Asib Uddin Ahmad ID:-082-055-031 under my direct supervision for fulfillment of the degree of Bachelor of Business Administration. To my knowledge it is his fundamental work and it has not been submitted to anywhere. So, this report is recommended for the viva - voce examination. . Md. Wali Ullah Lecturer Department of Business Administration Atish Dipankar University of Science and Technology.. Banani, Dhaka.

7. iv Acknowledgement I would like to express my heart left gratitude to my supervisor Md. Wali Ullah, lecturer, Atish Dipankar University of Science and Technology, his contribution will be remembered always, and the timely completion this project is mainly due to his interest and persuasion. I would like to give my sincere thanks to my external supervisor Sajfina Seraj, Asst. Manager, Consumer Brands, ACI Limited for sharing her valuable experience and insight with me. Finally, I would like to thanks all of the staff of ACI Limited who gave me unconditional support at field work. My thanks also goes to those cooperated with me at any of the steps of the projects, irrespective of the size and shape of their contribution, they made themselves and important part of this project. I have done my best and I am confident that project would meet the expectation of my faculty.

8. v Executive Summary This report aims toward providing findings on current market position of Vanish Toilet Cleaner among the other companies of toilet cleaning industry. This report also tries to expose customer interest and awareness of toilet cleaner. The report is prepared within the broader framework of Internship Program of the Faculty of Business Administration of Atish Dipankar University of Science and Technology. While preparing this report it has been tried to reveal the insights of the marketing position of the company in this industry and a few recommendations and suggestions were also prescribed based on the observation and results. Due to raising the awareness among the people of Bangladesh their healthcare, now they are conscious about toilet cleaning. Meanwhile, the competition in the toilet cleaning industry tremendously growing day by day for entering new business competitor. Harpic, of global household product maker of Reckitt Benckiser is the pioneer who introduce toilet cleaner first time in Bangladesh, they controls a majority of Bangladeshs toilet cleaning market. By following Harpic, some company also operate. By the continuation of this condition the ACI Limited launched Vanish Toilet Cleaner in 2003, but it was reborn in 2008 with new and attractive packaging with different functional pack size. Currently it is considered that they are the market challenger because, they are the second highest marketer in this industry. Sakti of Square Ltd. Finpic of Finish Co. Clean Master of Kohinoor Chemical Co. Ltd. also compete in this market. This report Contain the 4ps analysis whereas focuses the details of product, price, promotion, and place of the main brand who control the toilet cleaning in Bangladesh.

9. vi This report examines the actual competitive position among different company in diverse market in Dhaka. Other intend of this study to accumulate customers surveillance about the cleaner industry. The aim of this paper is to analyze toilet cleaner products to make is more competitive in the toilet cleaning industries with a view to how to counter the ensuing challenge in the industry as a consequence of the changing business nature. Finally, indentifying the shortcomings of strategies Vanish Toilet Cleaner is currently applying an attempt has been made to recommend the strategic options for Vanish Toilet Cleaner to become more competitive in the toilet cleaning industry.

10. vii Table of Content Serial no. Topic name Page no. Letter of Transmittal i Student Declaration ii Supervisor Certification iii Acknowledgement iv Executive Summary v Table of Content vii List of Figures and Tables ix List of Acronyms xi Chapter 1 Introduction of the Report 1 - 4 1.0 Introduction 2 1.1 Background of the Study 2 1.2 Significance of the study 3 1.3 Objective of the study 3 Chapter-2 Methodology of the Report 5 9 2.0 Methodology of the Study 6 2.0.1 Research Design 6 2.0.2 Sampling Design 6 2.0.3 Data Collection 7 2.0.4 Data Analysis 7 2.0.5 Study Instruments 8 2.0.6 Study Approach 8 2.1 Limitation of the Study 8 Chapter-3 Review of Literature 10 - 16 3.0 Market Competition 11 3.0.1 Perfect Competition 11 3.0.2 Imperfect Competition 12 3.1 Consumers Attitude 12 3.2 Brand 14 3.3 Marketing mix 15 3.4 The Consumer Goods 16 3.5 Accounting System 16 Chapter-4 Analysis and Findings 17 -68 4.0 4Ps Analysis 18

11. viii 4.0.1 Product Analysis 19 4.0.2 Price Analysis 25 4.0.3 Promotion Analysis 26 4.0.3.1 Survey on Promotional offer 29 4.0.4 Place Analysis 30 4.0.4.1 Total Market List for Study 30 4.0.4.2 Number of Market list for Study 34 4.1.0 Competitive Positions of Different Brand 35 4.1.0.1 Table & Explanation 35 4.1.1 Market Share 54 4.1.2 Total Market Coverage 56 4.1.3 Value-wise Analysis 58 4.2.0 Consumer Perception about toilet cleaner 59 Chapter-5 Recommendations and Conclusions 69 - 67 5.0 Recommendations 70 5.1 Conclusions 71 5.2 Research Timeline 72 Chapter-6 References 73 5.2 Web References 74 Appendix-1 Company Profile xii Appendix-2: Questionnaire xx Appendix-2: Questionnaire - 2 xxiv Appendix-3: Monthly wise Consumer Activities xxv Appendix-4: Monthly wise Consumer Activities xxvi

12. ix List of Figures and Tables Topic name Page no. Table-1: Price Information Chart 25 Table-2: Competitive Price Analysis 26 Table-3: The promotional activities of different brands 27 Table-4: Market list and total shop of Gulshan Territory 30 Table-5: Market list and total shop of Uttara Territory 31 Table-6: Market list and total shop of Basabo Territory 31 Table-7: Market list and total shop of Santinagar Territory 32 Table-8: Market list and total shop of Dhania Territory 32 Table-9: Market list and total shop of Kaptan Bazaar Territory 32 Table-10: Market list and total shop of Mohammadpur Territory 33 Table-11: Market list and total shop of Mirpur Territory 33 Table-12: Market list and total shop of New Market Territory 33 Table-13: Competitive Positions for 500 ml in Gulshan Territory 36 Table-14: Competitive Positions for 750 ml in Gulshan Territory 37 Table-15: Competitive Positions for 500 ml in Uttara Territory 38 Table-16: Competitive Positions for 750 ml in Uttara Territory 39 Table-17: Competitive Positions for 500 ml in Basabo Territory 40 Table-18: Competitive Positions for 750 ml in Basabo Territory 41 Table-19: Competitive Positions for 500 ml in Santinagar Territory 42 Table-20: Competitive Positions for 750 ml in Snatinagar Territory 43 Table-21: Competitive Positions for 500 ml in Dnaia Territory 44 Table-22: Competitive Positions for 750 ml in Dania Territory 45 Table-23: Competitive Positions for 500 ml in Kaptan Bazaar 46 Table-24: Competitive Positions for 750 ml in Kaptan Bazaar 47 Table-25: Competitive Positions for 500 ml in Mahammadpur 48 Table-26: Competitive Positions for 750 ml in Mahammadpur 49 Table-27: Competitive Positions for 500 ml in Mirpur Territory 50 Table-28: Competitive Positions for 750 ml in Mirpur Territory 51 Table-29: Competitive Positions for 500 ml in New Market 52 Table-30: Competitive Positions for 750ml in New Market 53 Table-31: Competitive Positions for 500ml 54 Table-32: Competitive Positions for 750ml 55 Table-33: Market coverage of different Brand 56 Table-34: Market value of total market coverage 58

13. x Figure-1: Necessity of Consumer promotion 29 Figure-2: Competitive Positions for 500 ml in Gulshan Territory 36 Figure-3: Competitive Positions for 750 ml in Gulshan Territory 37 Figure-4: Competitive Positions for 500 ml in Uttara Territory 38 Figure-5: Competitive Positions for 750 ml in Uttara Territory 39 Figure-6: Competitive Positions for 500 ml in Basabo Territory 40 Figure-7: Competitive Positions for 750 ml in Basabo Territory 41 Figure-8: Competitive Positions for 500 ml in Santinagar Territory 42 Figure-9: Competitive Positions for 750 ml in Snatinagar Territory 43 Figure-10: Competitive Positions for 500 ml in Dnaia Territory 44 Figure-11: Competitive Positions for 750 ml in Dania Territory 45 Figure-12: Competitive Positions for 500 ml in Kaptan Bazaar 46 Figure-13 Competitive Positions for 750 ml in Kaptan Bazaar 47 Figure-14: Competitive Positions for 500 ml in Mahammadpur 48 Figure-15: Competitive Positions for 750 ml in Mahammadpur 49 Figure-16: Competitive Positions for 500 ml in Mirpur Territory 50 Figure-17: Competitive Positions for 750 ml in Mirpur Territory 51 Figure-18: Competitive Positions for 500 ml in New Market 52 Figure-19: Competitive Positions for 750ml in New Market 53 Figure-20: Competitive Positions for 500ml 54 Figure-21: Competitive Positions for 750ml 55 Figure-22: Market coverage of different Brand 56 Figure-23: Market value of total market coverage 58 Figure-24: Toilet cleaner is using for germ free toilet 60 Figure-25: Toilet cleaner is using for shining Commode/ Pan 61 Figure-26: Brand loyal to purchase toilet cleaner 62 Figure-27: Product quality to purchase toilet cleaner 63 Figure-28: Price is significant particulars 64 Figure-29: Attractive free gifts influence to purchase toilet cleaner 65 Figure-30: Attractive physical attribute & packing of product to purchase toilet cleaner 66 Figure-31: Product availabilities are the most valuable factor to make success 67 Figure-32: Advertising is important essentialities to rising sales of toilet cleaner 68

14. xi List of Acronyms ACI-Advanced Chemical Industries FMCG- Fast Moving Consumer Goods TM- Trademark SIC- Special Inorganic Chemical MIC- Methyl Isocyanate MRP- Maximum Retail Price VAT- Value Added Tax SKU- Stock Keeping Unit ATL- Above the Line BTL- Below the Line TTL- Through the Line ML Milliliter ISO- International Organization for Standardization SR- Sales Representative ICI- Imperial Chemical Industries WHO- World Health Organization HCL- Hydrogen Chloride

15. 1 CHAPTER ONE INTRODUCTION

16. 2 1.0: Introduction: The internship is an integral part of the BBA program. This work term provides a student to work into the professional environment and give an opportunity to be skilled on a specific organization. To fulfill the academic requirements of the internship student is required to submit an internship report on the basis of whatever they done in the organization. The interns are required to carry an extensive analysis of real world business problem in this program. Therefore, I had been placed at Advanced Chemical Industries (ACI) Limited and get the opportunity to see the overall aspects of that organization specifically the consumer brand during the internship program. Mr. Wali Ullah, Lecturer, Department of Business Administration, Atish Dipankar Biggayan O Projukti Bishawbiddalay, Bangladesh was my internal supervisor and external supervisor was Ms. Sajfina Seraj, Assistant Brand Manager, ACI Limited. 1.1: Background of the study: Knowledge and learning become perfect when it is associated with theory and practice. Theoretical knowledge gets its perfection with practical application. After the competition of the eleven semesters I was placed ACI Limited, for three months for an internship program for getting practical knowledge. An analysis of current level of competitions and the customers judgment about the toilet cleaner industry in Bangladesh is the area of my study. This internship program brings me closer to the practices in marketing system and helps to develop a little understanding about the detailed mechanism of the ACI Limited. This practical orientation is also a positive development in professional area. Recognizing the importance in practical experience, Department of Business Administration has introduced a three months practical experience gathering program as a part of the curriculum of Bachelor of Business Administration (BBA). In this state I have worked to reflect my entire efforts at analyzing the experience of practical orientation and field work related to An analysis of current level of competitions and the customers judgment about the toilet cleaner industry in Bangladesh.

17. 3 1.2: Significance of the Study: This report is an important partial requirement of four years BBA, graduation program. This is because knowledge and learning become perfect when it is associated with theory and practice. By this internship program students can establish contacts and networking and they can train and prepare themselves for the job market. The internship designed to bridge the gap between the theoretical knowledge and real phenomenon. Therefore, it is obvious that the significance of internship is clearly justified as the crucial requirement of four years BBA graduation. 1.3: Objectives of the Study: The main objective of the report is to fulfill the requirement of BBA program. The objective of the study may be viewed as: i. Broad/General Objective: The Prime objectives of internship & report preparing are to gather practical knowledge regarding marketing systems and operation. This practical orientation gives us a chance to co-ordinate the theoretical knowledge with the practical experience. ii. Specific Objectives: The following are the objectives for this practical orientation in company. To get an idea about the General Marketing System of Consumer Brand, ACI Ltd. To analyze current level of competition of toilet cleaner industry. To analyze the different aspects (product features, pricing factors, distributing system, market coverage) of the toilet cleaner for identifying the competitive position in the market. To know the necessity of consumer promotion/offer for toilet cleaning product. To analyze strength, weakness, opportunities, and threats of different companies in toilet cleaning industry.

18. 4 To apply theoretical knowledge in the practical field. To make on the basis of analysis and give some recommendations for increasing the market share. To find out the customers outlook about the toilet cleaner.

19. 5 CHAPTER TWO METHODOLOGY

20. 6 2.0: Methodology of the Study: This study is exploratory in nature. All the issues intended from this study are to be explored through assessing and analyzing information gathering from different sources collected by using a specific methodology. The method is subdivided into four parts- Research design, Sample design, Data collection, and Data analysis. 2.0.1: Research Design: The purpose of this study is to gain consumer insights about the primary idea of using toilet cleaner. Moreover, using the above the information the study will pursues an analysis of current level of competitions and the customers judgment about the toilet cleaner industry in Bangladesh. As this is a new concept in Bangladesh so that an exploratory research will be more appropriate for that. 2.0.2: Sampling design: For making easy to do study I had made a sample unit for entire population. In this study several surveys conduct for different purpose. For the analysis for customers judgment there are 50 respondents are selected as a sample unit. On the other hand, for analyzing the customer preference of consumer promotion or offer 100 respondents are selected as a sample unit. Moreover, I also visited fifty four markets around Dhaka city for collecting information about current level of competition in toilet cleaning industry for my internship report. All the primary information was collected from the sample unit. Here I tried to obtain factual and relevant information. 2.0.2.1: Sampling Frame: The market list provided by ACI Limited is considered as sampling frame. 2.0.2.2: Sampling Technique: Convenient sampling was used for drawing sample from the population.

21. 7 2.0.2.3: Sample Size: The total sample size for my study was 50 that were conveniently taken among the respondent. Moreover, fifty four market in Dhaka city. 2.0.3: Data collection: Basically to prepare this report two types of sources are used, one is the primary source and another one is secondary source. 2.0.3.1: Primary Data: Primary source is an artifact, a document, or other source of information that was created at the time under study. Primary source of data used as below- Face to face conversation with the retailers. Face to face conversation with the customers. Expert opinion. Discussion with the faculty members of the ADUST. 2.0.3.2: Secondary Data: Secondary data were collected mainly from websites. The other sources were FMCG Guide, SR and other stuffs of ACI, different articles and newspaper. 2.0.4: Data Analysis: Quantitative and qualitative data were collected and analyzed according to acceptable standards of practice. Different tables and graphs were used to make the data meaningful and comparable. Qualitative data were analyzed rationally and in comparison with current market condition. It has been mentioned earlier that, the data will be gathered by in-depth interview so most of the analysis will be qualitative. However, there will be few quantitative solutions. For efficient analysis and presentation, application packages like Office XP (Microsoft Word, Microsoft Excel) will be used.

22. 8 2.0.5: Study Instruments: The broad category of sample unit was interviewed through a set of structured questioner. The questionnaire is presented in appendix. 2.0.6: Study Approach: Personal Interviews. 2.1: Limitation of the Report: This report will only consider General Banking System of BASIC Bank Limited, Study on Motijheel Branch. To make a report authentic, all sort of information were not easy to acquire. I have been faced several problems during my study. Alone with these I try to give my best effort to make the report inclusive. Some limitations were- The main hindrance behind preparing this report was time. The tenure of the Internship program is only three months. So it is not possible to go through in depth within this short span of time. Inaccurate or contradictory information. A very limited period of day was found suitable for conducting survey. Many times the respondents were found after answering few questions left the interview for looking after their work, which resulted in discontinuity in interview and the wastage of time and effort. Retailers who are including my sample frame some of them played conservative role in sharing the information required to conduct this research. The in-depth interview should be conducted with the help of experience moderator but it was very cost sensitive. So, the interview was taken by self which might crept few errors on the research. As this study has been done first time in Bangladesh, the literature reviews were not very healthy enough. Moreover, there was very little information found of some of the topic for the literature review. The interview was conducted only on the Dhaka city for the time limits of internship periods.

23. 9 CHAPTER THREE LITERATURE REVIEW

24. 10 3.0: Market Competition In economics, competition is the rivalry among sellers trying to achieve such goals as increasing profits, market share, and sales volume by varying the elements of the marketing mix: price, product, distribution, and promotion. Merriam-Webster defines competition in business as "the effort of two or more parties acting independently to secure the business of a third party by offering the most favorable terms." Microeconomic theory distinguished between perfect competition and imperfect competition, and concluded that no system of resource allocation is more Pareto efficient than perfect competition. Competition, according to the theory, causes commercial firms to develop new products, services, and technologies, which would give consumers greater selection and better products. The greater selection typically causes lower prices for the products, compared to what the price would be if there was no competition (monopoly) or little competition (oligopoly). 3.0.1 Perfect Competition The concept of perfect competition applies to widely available commodity products where there are many companies and no single company can influence pricing. In the long run, companies that are engaged in a perfectly competitive market earn zero economic profits. This graph shows how in the long run, economic profits cannot be sustained in the long period. Perfect competition is based on five assumptions as follows: There are many buyers and sellers in a market with no single dominant buyer or seller. Each company makes a substantially equivalent product, so goods are very similar or homogeneous. Buyers and sellers have access to perfect information about price. There are no barriers to entry into or exit from the market. There are no transaction costs. The idealized purely competitive market ensures that no buyer or seller has any market power or ability to influence the price. The sellers in a purely competitive market are price takers. The market

25. 11 sets the price and each seller reacts to that price by altering the variable input and output in the short run. In the long run, they can alter the scale of plant (the size of the fixed input in each short run period). 3.0.2 Imperfect Competition Imperfect competition is the competitive situation in any market where the sellers sell different or dissimilar goods. Forms of imperfect competition include: Monopoly - There is only one seller of a good. Oligopoly - There are a few sellers of a good. Monopolistic competition - There are many sellers producing highly differentiated goods. Monopsony - There is only one buyer of a good. Oligopsony - There are a few buyers of a good. There may also be imperfect competition due to a time lag in a market. An example is the jobless recovery. There are many growth opportunities available after a recession, but it takes time for employers to react, leading to high unemployment. High unemployment decreases wages, which makes hiring more attractive, but it takes time for new jobs to be created. 3.1 Consumers Attitude: Consumers attitudes towards marketing activities are important from both a theoretical and a managerial standpoint (Gaski and Etzel 1986). As consumer attitudes significantly affect their behavioral responses to marketing activities, knowledge of consumers attitudes toward marketing has been used in economic forecast and found to be linked to several key macroeconomic variables (Chopin and Darrat 2000). Such information can also help devising effective strategies for companies as well as developing regulations by government agencies to protect consumers interests. Existing research has dealt with consumers overall attitudes toward marketing as well as specific marketing activities such as advertising and pricing

26. 12 (Nwachukwu et al 199; Webster 1991). In general, researchers have focused on a central issueCwhat causes the differences in consumers attitudes toward marketing activities? Webster (1991), for instance, found significant differences in consumer attitudes toward various marketing practices including product quality, pricing, advertising, and retailing or selling; however, many of the differences remained even after social class and income effects were removed. Therefore, what factors cause the differences in consumers attitudes and how they affect consumers experience in the marketplace demand clarification. Several researchers have found a number of other factors that influence consumers attitudes towards marketing. Nwachukwu et al (1997) studied the ethical judgments of advertising and marketing and found perceptions of individual autonomy, consumer sovereignty, and the nature of the product played a significant role in terms of the ethical judgments of advertising. Treise et al (1994) examined the perceptions of familiar advertising controversies: targeting practices and message strategies. Their results show that consumers believe advertising often violates broad ethical norms. In addition, the degree to which consumers judge advertising as ethical or unethical varies as a function of their ethical philosophies such as relativism and idealism (Treise et al 1994). Although consumer attitudes towards various marketing activities have been studied in developed economies (Barksdale et al. 1982; Webster 1991), studies of consumerism in emerging markets have become increasingly important. In emerging market economies, after decades in a sellers market that was under-supplied, consumers have embraced with enthusiasm many marketing practices new to them, such as television advertising and celebrity endorsement. Although the transition has been mostly beneficial, cases of questionable marketing practices and consumer discontent have become more frequent. Meanwhile, government regulations, public policy and legal infrastructure for protecting consumer interests are under-developed. Consumerism is still at the developing stage, and consumers are less experienced in protecting their rights and interests (Ho 2001).

27. 13 3.2 Band: A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and frequently marketed. Moreover, a brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names. Brands are usually protected from use by others by securing a trademark or service mark from an authorized agency, usually a government agency. Before applying for a trademark or service mark, people need to establish that someone else has not already obtained one for the name the company has proposed. Once the company found that no one else is using it, the company can begin to use this brand name as a trademark simply by stating that, it is a trademark using the "TM" symbol where it first appears in a publication or Web site. After the company receives the trademark then it can use the registered symbol after the trademark. Brands are often expressed in the form of logos, graphic representations of the brand. In computers, a recent example of widespread brand application was the "Intel Inside" label provided to manufacturers that use Intel's microchips. A company's brands and the public's awareness of them are often used as a factor in evaluating a company. Corporations sometimes appoint market research firms to study public recognition of brand names as well as attitudes toward the brands. However, today brand is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brandscan drive success in competitive and financial markets, and indeed become the organization's most valuable assets.

28. 14 3.3 Marketing mix: The marketing mix and the 4 Ps of marketing are often used as synonyms for each other. In fact, they are not necessarily the same thing. "Marketing mix" is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4Ps is one way probably the best-known way of defining the marketing mix, and was first expressed in 1960 by E J McCarthy. The 4Ps are: Product (or Service) Place Price Promotion A good way to understand the 4Ps is by the questions that you need to ask to define your marketing mix. The 4Ps model is just one of many marketing mix lists that have been developed over the years. And, whilst the questions we have listed above are key, they are just a subset of the detailed probing that may be required to optimize your marketing mix. Amongst the other marketing mix models have been developed over the years is Boom and Bitner's 7Ps, sometimes called the extended marketing mix, which include the first 4 Ps, plus people, processes and physical layout decisions. Another marketing mix approach is Lauterborn's 4Cs, which presents the elements of the marketing mix from the buyer's, rather than the seller's, perspective. It is made up of Customer needs and wants (the equivalent of product), Cost (price), Convenience (place) and Communication (promotion). In this article, we focus on the 4Ps model as it is the well- recognized, and contains the core elements of a good marketing mix.

29. 15 3.4 SWOT Analysis: SWOT Analysis originated by Albert S Humphrey in the 1960s, SWOT Analysis is as useful now as it was then. You can use it in two ways - as a simple icebreaker helping people get together to "kick off" strategy formulation, or in a more sophisticated way as a serious strategy tool. The SWOT analyses are: Strengths Weaknesses Opportunities Threats SWOT Analysis is a simple but useful framework for analyzing an organization's strengths and weaknesses, and the opportunities and threats that they face. It helps them focus on their strengths, minimize threats, and take the greatest possible advantage of opportunities available to them. Company can also use it to get an understanding of their competitors, which can give them the insights they need to craft a coherent and successful competitive position. When carrying out SWOT Analysis, be realistic and rigorous. Apply it at the right level, and supplement it with other option-generation tools where appropriate.

30. 16 3.5 The Consumer Goods: In economics, any tangible commodity which is produced and subsequently consumed by the consumer, to satisfy its current wants or needs, is a consumer good or final good. Consumer goods are goods that are ultimately consumed rather than used in the production of another good. There are legal definitions. For example, The United States Consumer Product Safety Act has an extensive definition of consumer product, which begins: CONSUMER PRODUCT.--The term consumer product means any article, or component part thereof, produced or distributed (i) for sale to a consumer for use in or around a permanent or temporary household or residence, a school, in recreation, or otherwise, or ii) for the personal use, consumption or enjoyment of a consumer in or around a permanent or temporary household or residence, a school, in recreation, or otherwise; but such term does not include (A) any article which is not customarily produced or distributed for sale to, or use or consumption by, or enjoyment of, a consumer. 3.6 Toilet Cleaning Product: Toile cleaner is such products to be free of germs, can increase the shining or whitening of toilet, and removed the bed odor from toilet.

31. 17 CHAPTER FOUR DATA ANALYSIS AND FINDING

32. 18 4.0: 4Ps Analysis 4Ps analysis is accomplished between the major Toilet Cleaning Brand in current Bangladeshi market. The names of those brands are: Harpic Vanish Shakti Clean Master Finpic. 4.1: Product Analysis:

33. 19 4.0.1: Product brand name: Vanish Toilet Cleaner Manufacture Company: ACI Limited Main Ingredients: Xantham Gum Labsa Hydrochloric Acid SKU Size: 500 ml. 750 ml. Quality: Vanish is the most effective toilet cleaner that kills 99.99% germs and ensure the maximum cleanliness in only 10 minutes , while the other toilet cleaner in the market including the most established brand offers cleaning and germ cleaning in 20 minutes. Picture 4.1.1: Vanish Toilet Cleaner

34. 20 4.0.2: Product brand name: Harpic Manufacture Company: Reckitt Benckiser Limited Main Ingredients: De ionized water 0.650 grams Classicol ATX 0.100 grams Hydrochloric acid (37%) 0.250 grams Fragrance (Acid stable) 0.002 grams SKU Size: 225 ml. 500ml. 750ml. 1000 ml. Quality: Harpic is the most powerful and 5 times strong then Finail, Blich or detergent. Picture 4.1.2: Harpic

35. 4.0.3: Product brand name: Finish Manufacture Company Main Ingredients: HP LABSA HCL Cleaning Booster. SKU Size: 500 ml. 750 ml. Quality: Finpic is Environment Finish Finpic Manufacture Company: Finish Oil Co. LABSA Cleaning Booster. 500 ml. 750 ml. Environment friendly, safe for septic tanks. Picture 4.1.3: Finpic Toilet Cleaner 21

36. 22 4.0.4: Product brand name: Clean Master Manufacture Company: Kohinoor Chemical Company (BD) Ltd. Main Ingredients: Extra Power LABSA Special Inorganic Chemical (SIC) Cleaning Booster. SKU Size: 500 ml. Quality: Clean Master removes tough stains, kills germs and Deodorizes toilet within very short time. Picture 4.1.4: Clean Master Toilet Cleaner

37. 23 4.0.5: Product brand name: Shakti Toilet Cleaner Manufacture Company: Square Toiletries Ltd. Main Ingredients: Powerful Gel Methyl Isocyanate (MIC) Fenoyl HCL LABSA Aqua Color SKU Size: 500 ml. 750 ml. Quality: Shakti Liquid Toilet Cleaner is a heavy duty liquid toilet cleaner which removes stains for good and leaves your toilet looking cleaner than ever, feeling hygienic than ever. Picture 4.1.5: Shakti Toilet Cleaner

38. 24 4.1.1: Other Brand Name of Toilet Cleaner: Beside the major brand of toilet cleaning, some of other brands also operate their business in Bangladeshi market with very small quantity of market share. The names of those brands are: Tarbo Toilet Cleaner. Faan Toilet Cleaner. Harpoon Toilet Cleaner. Kleenex Toilet Cleaner. Xtra-Power Toilet Cleaner. Hygiene Toilet Cleaner. Raz Toilet Cleaner. Riya Toilet Cleaner. 4.1.2: Price Analysis: 4.1.2.1: Price Information: Price Information of different brand of toilet cleaners is: Table: 4.1 Price Information Chart Product Name with Different SKU Pack Size 15% VAT on TP per unit MRP with 15% VAT per Unit Vanish 500ml 12 66.50 tk. 75.00 tk. Vanish 750ml 12 84.88 tk 95.00 tk. Harpic 225 ml 12 30.00 tk. 35.00 tk Harpic 500 ml 12 67.57 tk. 75.00 tk. Harpic 750 ml 12 84.88 tk 95.00 tk. Harpic 1000 ml 12 95.57 tk. 120.00 tk. Shakti 500 ml 12 62.00 tk. 75.00 tk. Shakti 750 ml 12 72.59 tk. 95.00 tk. Finpic 500 ml 12 45.00 tk. 75.00 tk. Clean Master 500 ml 12 61.00 tk. 70.00 tk. Harpoon 500 ml 12 45.00 tk. 60.00 tk. Harpoon 750 ml 12 62.00 tk. 85.00 tk. Kleenex 500 ml 12 55.00 tk. 70.00 tk.

39. 25 4.1.2.2: Competitive Price Analysis: Competitive price analysis among the top major brands of toilet cleaner by different SKU wise MRP are: Table 4.2: Competitive Price Analysis Above the table we can see that, Harpic provided the Most SKU (Stock Keeping Unit) in the market, they supply 225 ml, 500 ml, 750 ml, and 1000 ml. On the other hand, Vanish Toilet Cleaner delivers 500 ml and 750 ml. Shakti Toilet Cleaner and Harpoon Supply the same SKU. Meanwhile, Finpic, Clean Master and Kleenex Supply only 500 ml SKU. In the table shows the MRP of different the toilet cleaners are most probably same in the current market. 4.1.3.0: Promotion Analysis: Promotion is one of the market mix elements, and a term used frequently in marketing. The objectives of promotional activity are increasing sales. The promotional activities do not continue in the long period of time. Different brands of toilet cleaner provide special consumer or trade offer or both. Product 225 ml 500 ml 750 ml 1000 ml Vanish * 75.00 tk. 95.00 tk. * Hapic 35.00 tk. 75.00 tk. 95.00 tk. 120.00 tk. Shakti * 75.00 tk. 95.00 tk. * Finpic * 75.00 tk. * * Clean Master * 70.00 tk. * * Harpoon * 60.00 tk. 85.00 tk. * Kleenex * 70.00 tk. * *

40. 26 The promotional activities of different brands are: Table 4.3: The promotional activities of different brands Different companies operate ATL, BTL or TTL. Their promotional activities advertising by postering, television, radio, newspaper, billboard etc. Brand with SKU Trade Promotion Consumer Promotion Vanish 500ml 1 piece free of 6 pieces Mug Free Vanish 750ml 1 piece free of 6 pieces Bowl Free Harpic 500 ml 1 piece free of 12 pieces Harpic 750 ml 1 piece free of 12 pieces Harpic 1000 ml 1 piece free of 12 pieces Shakti 500 ml 1 piece free of 12 pieces Mug Free Shakti 750 ml 1 piece free of 12 pieces Toilet Tissue Free Clean Master 500 ml Mug Free Harpoon 500 ml 2 pieces free of 12 pieces Harpoon 750 ml 2 pieces free of 12 pieces Tarbo 500ml Foil Pack Dish Wash Free Hygiene 500ml Wheel laundry Soap Free * September 2013 Picture 4.2.1 Promotional Activities Picture 4.2.2 Promotional Activities

41. 27 Picture 4.2.3 Display Program (Vanish) Picture 4.2.4 Display Program (Harpic)

42. 28 4.1.3.1: Survey on Promotional offer: Conduct a survey on Getting Consumers Preference on selecting Consumer promotion items for Toilet Cleaning Product. In here the total sample size 100 End User, in Dhaka city. Question: Having always consumer Promotion/offer with the Toilet cleaning product is necessary? Result Total Respondent Yes No 100 41 59 Figure 4.1 Consumer Promotion/Offer with Toilet cleaning product is always necessary 4.1.3.1.1 Interpretation: The result shows from the survey is that 41 (Forty one) respondents say yes, they think always having consumer offer is necessary. Meanwhile, 59 (Fifty nine) respondents disagree. They belief having always consumer offer is not necessary. 41% 59% Consumer Promotion/Offer with Toilet cleaning product is always necessary Agree Disagree

43. 29 4.1.4.0: Place Analysis: It has been mentioned earlier that, the competitive analysis is conduct in grocery shops of Dhaka city. Those shops are selected from different grocery market around the Dhaka city. The respondents for in-depth interview are the owner of retailer shop. For this analysis I divided Dhaka city into three zones, by the suggestion of my external supervisor. The total market coverage for this study is 62 (sixty two) and the number of shop or retailer is 2874 (two thousand eight hundred seventy four). The total Market List for Using Analysis is in below: 4.1.4.0.1 Zone A: In the market list zone A is the north part of Dhaka. There are two territories selected for the study in Zone-A. Those Territories are: 1. Gulshan. 2. Uttara. Territory Name: Gulshan No of Shop Name of Market Total Shop 1 Gulshan-1 DDC Market 31 2 Gulshan-2 DDC Market 39 3 Bashundhara Khacha Bazaar. 32 4 Nadda Bazaar. 21 5 Notun Bazaar. 40 6 Joar Sahara Bazaar. 60 7 Banani Kacha Bazaar. 45 8 Mohakhali Kacha Bazaar. 32 9 Niketon Kacha Bazaar. 49 10 Badda (North, Middle & Merul) 144 11 Gudaraghat Bazaar 37 Total 530 Table 4.4: Market list and total shop of Gulshan Territory

44. 30 4.1.4.0.2 Zone B: In the market list zone B is the South part of Dhaka. There four territories selected for the study in Zone-B. Those Territories are: 1. Basabo. 2. Santinagar. 3. Dania. 4. Katpan Bazaar. Territory Name: Uttara No of Shop Name of Market Total Shop 1 Koshai Bari Bazaar 59 2 Gayoir Nokkhin Khan Bazaar 29 3 BDR Market 51 4 Zoynal Market 38 5 Motaleb Market 9 6 Zohora market 20 7 House Building Churasta Bazaar 17 8 Khilkhet Bazaar 57 9 Ashkona Bazaar 63 10 Azompur. Sector -8 07 Total 350 Table 4.5: Market list and total shop of Uttara Territory Territory Name: Basabo No of Shop Name of Market Total Shop 1 Taltola Kacha Bazar 44 2 Basabo Kacha Bazar 43 3 Khilgaon Kacha Bazar 71 4 Mothertec Kacha Bazar 37 5 Mugda 142 6 Nandipara Kacha Bazar 41 Total 378 Table 4.6: Market list and total shop of Basabo Territory

45. 31 Territory Name: Santinagar No of Shop Name of Market Total Shop 1 Santinagar Kacha Bazar 68 2 AGB Koloni Kacha Bazar 23 3 Rampura Kacha Bazar 63 4 Fakirapul Kacha Bazar 65 5 Charulata Kacha Bazar 55 6 Malibag Kacha Bazar 88 Total 362 Table 4.7: Market list and total shop of Santinagar Territory Territory Name: Dhania No of Shop Name of Market Total Shop 1 Jatrabari Bazar 54 2 Jurain Bazar 72 3 Dhupkhola Bazar 50 4 Shampur Bazar 19 5 Dania Bazar 50 6 Shanir akhra Kacha Bazar 42 7 Dholaipar Bazar 41 Total 328 Table 4.8: Market list and total shop of Dhania Territory Territory Name: Kaptan Bazaar No of Shop Name of Market Total Shop 1 Kaptan Bazaar 109 2 Ray shab Bazaar 40 3 Sutrapur Bazaar 47 4 Anonndo Bazaar 55 5 Doyagonj Bazaar 42 6 Noya Bazaar 67 Total 360 Table 4.9: Market list and total shop of Kaptan Bazaar Territory

46. 32 4.1.4.0.3 Zone C: In the market list zone C is the Meddle part of Dhaka. There four territories selected for the study in Zone-C. Those Territories are: 1. MohammadPur. 2. Mirpur. 3. New Market. Territory Name: Mohmmadpur No of Shop Name of Market Total Shop 1 Townhall Market Kacha Bazaar 91 2 Krishi Market Kacha Bazaar 74 3 Jeneva cump Kacha Bazaar 59 4 Shat moshjid Kacha Bazaar 20 5 Housing Kacha Bazaar 20 6 BDR Market 05 7 Modhu Bazar 11 8 Salek garden Kacha Bazaar 36 Total 316 Table 4.10: Market list and total shop of Mohammadpur Territory Territory Name: Mirpur No of Shop Name of Market Total Shop 1 Shah Ali Market 91 2 Shah Smriti Market 14 3 Muktijuddha Market 11 4 Rajinigandha Market 62 Total 178 Table 4.11: Market list and total shop of Mirpur Territory Territory Name: New Market No of Shop Name of Martket Total Shop 1 New Market Kacha Bazar 57 2 Banalata Market Kacha Bazar 20 3 Hatirpool Kacha Bazar 45 4 Kathal bagan Kacha Bazar 51 Total 173 Table 4.12: Market list and total shop of New Market Territory

47. 33 4.1.4.1: Total Coverage: Total Market Coverage 62 Total Shop/Retail 2874

48. 34

49. 35 4.2.0: Competitive Positions of Different Brand: In this industry Harpic of Reckitt Benckiser (BD), is the Market leader followed by Vanish of ACI Ltd. and Shakti of Square Toilitries Ltd. Finish Finpic is the major market player. 4.2.0.1: Table & Explanation: 4.2.0.1.1: Territory wise analysis: This analysis is conducting on selected Territory wise with different SKU. That is demonstrated in following:

50. Zone: A (Gulshan) Brand Name Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others Total Table 5.1: Competitive Positions for 500 Figure 5.1: Percentage of Market Share for 500 ml 3% 8% 2% Competitive Positions for 500 ml in Explanation: According to the pie chart, Harpic is the brand leader in Gulshan Territory which is containing 70% share among the competitors. Vanish and Finpic are the market followers and others are in the average. Total Quantity Found Percentage of Market Share 714 4094 166 470 137 298 5879 Competitive Positions for 500 ml in Gulshan Territory Percentage of Market Share for 500 ml in Gulshan 12% 70% 5% Competitive Positions for 500 ml in Gulshan Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others According to the pie chart, Harpic is the brand leader in Gulshan Territory which is containing 70% share among the competitors. Vanish and Finpic are the market followers and others are in the average. 36 Percentage of Market Share 12 70 3 8 2 5 100 Territory in Gulshan Clean master 500 ml According to the pie chart, Harpic is the brand leader in Gulshan Territory which is containing 70% share among the competitors. Vanish and Finpic are the market followers

51. Zone: A (Gulshan) Brand Name Vanish 750 ml Harpic 750 ml Shakti 750 ml Total Table 5.2: Competitive Positions for Figure 5.2: Percentage of Market Share for 75 85% Competitive Positions for 750 ml in Explanation: According to the pie chart, Harpic is the brand leader in Gulshan Territory which is containing 85% share among the competitors. Vanish and Shakti are the market followers restraining 14% and 1% respectively. Total Quantity Found Percentage of Market Share 1005 5904 83 6992 : Competitive Positions for 750 ml in Gulshan Territory ercentage of Market Share for 750 ml in Gulshan 14% 85% 1% Competitive Positions for 750 ml in Gulshan Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the pie chart, Harpic is the brand leader in Gulshan Territory which is containing 85% share among the competitors. Vanish and Shakti are the market followers 14% and 1% respectively. 37 Percentage of Market Share 14 85 1 100 Territory in Gulshan Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the pie chart, Harpic is the brand leader in Gulshan Territory which is containing 85% share among the competitors. Vanish and Shakti are the market followers

52. Zone: A (Uttara) Brand Name Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others Total Table 5.3: Competitive Positions for 500 Figure 5.3: Percentage of Market Share for 500 ml 5% 9% 4% Competitive Positions for 500 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Uttara Territory which is containing 63% share among the competitors. Vanish and Finpic are the market followers and others are in the average. Total Quantity Found Percentage of Market Share 496 1846 138 267 106 72 2925 : Competitive Positions for 500 ml in Uttara Territory : Percentage of Market Share for 500 ml in Uttara 17% 63% 4% 2% Competitive Positions for 500 ml in Uttara Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others According to the above pie chart, Harpic is the brand leader in Uttara Territory which is containing 63% share among the competitors. Vanish and Finpic are the market followers and others are in the average. 38 Percentage of Market Share 17 63 4 9 4 2 100 Uttara Territory in Uttara Clean master 500 ml According to the above pie chart, Harpic is the brand leader in Uttara Territory which is containing 63% share among the competitors. Vanish and Finpic are the market followers

53. Zone: A (Uttara) Brand Name Vanish 750 ml Harpic 750 ml Shakti 750 ml Total Table 5.4: Competitive Positions for Figure 5.4: Percentage of Market Share for 75 74% Competitive Positions for 750 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Uttara Territory which is containing 74% share among the competitors. Vanish and Shakti are the market followers containing 24% and 2% respectively. Total Quantity Found Percentage of Market Share 756 2376 69 3201 : Competitive Positions for 750 ml in Uttara Territory ercentage of Market Share for 750 ml in Uttara 24% 2% Competitive Positions for 750 ml in Uttara Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Uttara Territory which is containing 74% share among the competitors. Vanish and Shakti are the market followers containing 24% and 2% respectively. 39 Percentage of Market Share 24 74 2 100 Uttara Territory in Uttara Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Uttara Territory which is containing 74% share among the competitors. Vanish and Shakti are the market followers

54. Zone: B (Basabo) Brand Name Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others Total Table 5.5: Competitive Positions Figure 5.5: Percentage of Market Share for 500 ml 1.88% 10% 3.42% Competitive Positions for 500 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Basabo Territory which is containing 69.72% share among the competitors. Vanish and Finpic are the market followers and others are in the average. Total Quantity Found Percentage of Market Share 382 1 2077 69.72 63 299 10.00 102 56 2979 : Competitive Positions for 500 ml in Basabo Territory : Percentage of Market Share for 500 ml in Basabo 13% 70% 10% 2.11% Competitive Positions for 500 ml in Basabo Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others According to the above pie chart, Harpic is the brand leader in Basabo Territory which is containing 69.72% share among the competitors. Vanish and Finpic are the market followers and others are in the average. 40 Percentage of Market Share 12.82 69.72 2.11 10.00 3.42 1.88 100 Territory in Basabo Clean master 500 ml According to the above pie chart, Harpic is the brand leader in Basabo Territory which is containing 69.72% share among the competitors. Vanish and Finpic are the market followers

55. Zone: B (Basabo) Brand Name Vanish 750 ml Harpic 750 ml Shakti 750 ml Total Table 5.6: Competitive Positions for Figure 5.6: Percentage of Market Share for 75 Competitive Positions for 750 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Basabo Territory which is containing 95% share among the competitors. Vanish and Shakti are the market followers containing 3% and 2% correspondingly. Total Quantity Found Percentage of Market Share 63 1762 31 3201 : Competitive Positions for 750 ml in Basabo Territory ercentage of Market Share for 750 ml in Basabo 3% 95% 2% Competitive Positions for 750 ml in Basabo Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Basabo Territory which is containing 95% share among the competitors. Vanish and Shakti are the market followers containing 3% and 2% correspondingly. 41 Percentage of Market Share 3 95 2 100 Territory in Basabo Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Basabo Territory which is containing 95% share among the competitors. Vanish and Shakti are the market followers

56. Zone: B (Santinagar) Brand Name Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others Total Table 5.7: Competitive Figure 5.7: Percentage of Market Share for 500 ml 3.28% 13.45% 1.77% Competitive Positions for 500 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Santinagar Territory which is containing 63% share among the competitors. Vanish and Finpic are the market followers and others are in the average. Total Quantity Found Percentage of Market Share 928 1 3471 6 180 738 1 97 75 5489 : Competitive Positions for 500 ml in Santinagar Territory : Percentage of Market Share for 500 ml in Santinagar 17% 63% 13.45% 1.37% Competitive Positions for 500 ml in Santinagar Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others According to the above pie chart, Harpic is the brand leader in Santinagar Territory which is containing 63% share among the competitors. Vanish and Finpic are the market followers and others are in the average. 42 Percentage of Market Share 17.00 63.00 3.28 13.45 1.77 1.37 100 Territory in Santinagar Clean master 500 ml According to the above pie chart, Harpic is the brand leader in Santinagar Territory which is containing 63% share among the competitors. Vanish and Finpic are the market followers

57. Zone: B (Santinagar) Brand Name Vanish 750 ml Harpic 750 ml Shakti 750 ml Total Table 5.8: Competitive Positions for Figure 5.8: Percentage of Market Share for Competitive Positions for 750 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Santinagar Territory which is containing 88% share among the competitors. Vanish and Shakti are the market followers containing 9% and 3% correspondingly. Total Quantity Found Percentage of Market Share 282 2699 8 91 3072 : Competitive Positions for 750 ml in Santinagar Territory ercentage of Market Share for 750 ml in Santinagar 9% 88% 3% Competitive Positions for 750 ml in Santinagar Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Santinagar Territory which is containing 88% share among the competitors. Vanish and Shakti are the market followers containing 9% and 3% correspondingly. 43 Percentage of Market Share 9.00 88.00 3.00 100 Territory in Santinagar Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Santinagar Territory which is containing 88% share among the competitors. Vanish and Shakti are the market followers

58. Zone: B (Dania) Brand Name Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others Total Table 5.9: Competitive Positions for 500 Figure 5.9: Percentage of Market Share for 500 ml 3.90% 11% 4.26% Competitive Positions for 500 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Dania Territory which is containing 69% share among the competitors. Finpic and Vanish are the market followers and others are in the average. Total Quantity Found Percentage of Market Share 279 2262 69.00 127 365 11.00 139 88 3260 : Competitive Positions for 500 ml in Dania Territory : Percentage of Market Share for 500 ml in Dania 9% 69% 4.26% 2.70% Competitive Positions for 500 ml in Dania Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others According to the above pie chart, Harpic is the brand leader in Dania Territory which is containing 69% share among the competitors. Finpic and Vanish are the market followers and others are in the average. 44 Percentage of Market Share 9.00 69.00 3.90 11.00 4.26 2.70 100 Territory in Dania Clean master 500 ml According to the above pie chart, Harpic is the brand leader in Dania Territory which is containing 69% share among the competitors. Finpic and Vanish are the market followers

59. Zone: B (Dania) Brand Name Vanish 750 ml Harpic 750 ml Shakti 750 ml Total Table 5.10: Competitive Positions for Figure 5.10: P Competitive Positions for 750 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Dania Territory which is containing 94.55% share among the competitors. Vanish containing 2.81% and 2.64% respectively. Total Quantity Found Percentage of Market Share 60 2150 94.55 64 3201 : Competitive Positions for 750 ml in Dania Territory : Percentage of Market Share for 750 ml in Dania 2.81% 94.55% 2.64% Competitive Positions for 750 ml in Dania Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Dania Territory which is containing 94.55% share among the competitors. Vanish and Shakti are the market followers containing 2.81% and 2.64% respectively. 45 Percentage of Market Share 2.64 94.55 2.81 100 Territory Dania Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Dania Territory which is and Shakti are the market followers

60. Zone: B (Kaptan Bazaar) Brand Name Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others Total Table 5.11: Competitive Positions for 500 Figure 5.11: Percentage of Market Share for 500 ml 3% 7.34% 1.47% Competitive Positions for 500 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Kaptan Bazaar Territory which is containing 77% share among the competitors. Vanish and Finpic are the market followers and others are in the average. Total Quantity Found Percentage of Market Share 565 6133 77.0 220 584 117 337 7956 Competitive Positions for 500 ml in Kaptan Bazaar Territory : Percentage of Market Share for 500 ml in Kaptan Bazaar 7.10% 77% 1.47% 4% Competitive Positions for 500 ml in Kaptan Bazaar Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others According to the above pie chart, Harpic is the brand leader in Kaptan Bazaar Territory which is containing 77% share among the competitors. Vanish and Finpic are the market followers and others are in the average. 46 Percentage of Market Share 7.10 77.00 2.77 7.34 1.47 4.24 100 Territory in Kaptan Bazaar Clean master 500 ml According to the above pie chart, Harpic is the brand leader in Kaptan Bazaar Territory which is containing 77% share among the competitors. Vanish and Finpic are the market

61. Zone: B (Kaptan Bazaar) Brand Name Vanish 750 ml Harpic 750 ml Shakti 750 ml Total Table 5.12: Competitive Positions for Figure 5.12: Percentage of Market Share for Competitive Positions for 750 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Kaptan Bazaar Territory which is containing 92% share among the competitors. Vanish and followers containing 5% and 3% respectively. Total Quantity Found Percentage of Market Share 213 4014 113 4340 : Competitive Positions for 750 ml in Kaptan Bazaar Territory ercentage of Market Share for 750 ml in Kaptan Bazaar 5% 92% 3% Competitive Positions for 750 ml in Kaptan Bazaar Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Kaptan Bazaar Territory which is containing 92% share among the competitors. Vanish and Shakti are the market followers containing 5% and 3% respectively. 47 Percentage of Market Share 5 92 3 100 Territory in Kaptan Bazaar Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Kaptan Bazaar Territory Shakti are the market

62. Zone: C (Mohammadpur) Brand Name Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others Total Table 5.13: Competitive Positions for 500 Figure 5.13: Percentage of Market Share for 500 ml 83.29% 1% Competitive Positions for 500 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Mohammadpur Territory which is containing 83.29% share among the competitors. Vanish is the market follower and others are in the average. Total Quantity Found Percentage of Market Share 557 13.00 3568 83.29 44 51 41 23 7956 : Competitive Positions for 500 ml in Mohammadpur Territory : Percentage of Market Share for 500 ml in Mohammadpur 13% 83.29% 1% 0.96% 0.54% Competitive Positions for 500 ml in Mohammadpur Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others According to the above pie chart, Harpic is the brand leader in Mohammadpur Territory which is containing 83.29% share among the competitors. Vanish is the market follower and 48 Percentage of Market Share 13.00 83.29 1.03 1.19 0.96 0.54 100 Territory in Mohammadpur Clean master 500 ml According to the above pie chart, Harpic is the brand leader in Mohammadpur Territory which is containing 83.29% share among the competitors. Vanish is the market follower and

63. Zone: C (Mohammadpur) Brand Name Vanish 750 ml Harpic 750 ml Shakti 750 ml Total Table 5.14: Competitive Positions for Figure 5.14: Percentage of Market Share for 75 88.44% Competitive Positions for 750 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Mohammadpur Territory which is containing 88.44% share among the competitors. Vanish and Shakti are the market followers containing 11.21% and 0.35% respectively. Total Quantity Found Percentage of Market Share 702 11.21 5538 88.44 22 4340 : Competitive Positions for 750 ml in Mohammadpur Territory ercentage of Market Share for 750 ml in Mohammadpur 11.21% 88.44% 0.35% Competitive Positions for 750 ml in Mohammadpur Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Mohammadpur Territory which is containing 88.44% share among the competitors. Vanish and Shakti are the market followers containing 11.21% and 0.35% respectively. 49 Percentage of Market Share 11.21 88.44 0.35 100 Territory in Mohammadpur Competitive Positions for 750 ml in Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Mohammadpur Territory which is containing 88.44% share among the competitors. Vanish and Shakti are the market

64. Zone: C (Mirpur) Brand Name Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others Total Table 5.15: Competitive Positions for Figure 5.15: Percentage of Market Share for 500 ml 1.89% 10.63% 0.63% Competitive Positions for 500 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Mirpur Territory which is containing 77.16% share among the competitors. Finpic and Vanish are the market followers and others are in the average. Total Quantity Found Percentage of Market Share 333 2696 77.16 66 370 1 22 7 3494 : Competitive Positions for 500 ml in Mirpur Territory : Percentage of Market Share for 500 ml in Mirpur 9.53% 77.16% 0.20% Competitive Positions for 500 ml in Mirpur Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others According to the above pie chart, Harpic is the brand leader in Mirpur Territory which is containing 77.16% share among the competitors. Finpic and Vanish are the market followers and others are in the average. 50 Percentage of Market Share 9.53 77.16 1.89 10.63 0.63 0.20 100 Territory Mirpur Clean master 500 ml According to the above pie chart, Harpic is the brand leader in Mirpur Territory which is containing 77.16% share among the competitors. Finpic and Vanish are the market followers

65. Zone: C (Mirpur) Brand Name Vanish 750 ml Harpic 750 ml Shakti 750 ml Total Table 5.16: Competitive Positions for Figure 5.16: Percentage of Market Share for 75 Competitive Positions for 750 ml in Explanation: According to the above pie chart, Harpic is the brand leader in Mirpur Territory which is containing 94.26% share among the competitors. Shakti and Vanish are the market followers containing 1.17% and 4.57% respectively. Total Quantity Found Percentage of Market Share 133 2743 94.26 34 2910 : Competitive Positions for 750 ml in Mirpur Territory ercentage of Market Share for 750 ml in Mirpur 4.57% 94.26% 1.17% Competitive Positions for 750 ml in Mirpur Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Mirpur Territory which is containing 94.26% share among the competitors. Shakti and Vanish are the market followers containing 1.17% and 4.57% respectively. 51 Percentage of Market Share 4.57 94.26 1.17 100 Territory Mirpur Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in Mirpur Territory which is containing 94.26% share among the competitors. Shakti and Vanish are the market followers

66. Zone: C (New Market) Brand Name Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others Total Table 5.17: Competitive Positions for 500 Figure 5.17: Percentage of Market Share for 500 ml 3% 4% 10% Competitive Positions for 500 ml in Explanation: According to the above pie chart, Harpic is the brand leader in New market Territory which is containing 54% share among the competitors. Vanish and Clean Master are the market followers and others are in the average. Total Quantity Found Percentage of Market Share 879 2 1859 54. 98 148 332 10.00 114 3430 Competitive Positions for 500 ml in New market Territory : Percentage of Market Share for 500 ml in New market 26% 54% 10% 3% Competitive Positions for 500 ml in New market Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others According to the above pie chart, Harpic is the brand leader in New market Territory which is containing 54% share among the competitors. Vanish and Clean Master are the market followers and others are in the average. 52 Percentage of Market Share 26.00 54.00 2.86 4.31 10.00 3.31 100 Territory New market Clean master 500 ml According to the above pie chart, Harpic is the brand leader in New market Territory which is containing 54% share among the competitors. Vanish and Clean Master are the market

67. Zone: B (New market) Brand Name Vanish 750 ml Harpic 750 ml Shakti 750 ml Total Table 5.18: Competitive Positions for Figure 5.18: Percentage of Market 4.2.0.1.2: SKU wise Competitive A 68% Competitive Positions for 750 ml in Explanation: According to the above pie chart, Harpic is the brand leader in New market Territory which is containing 68% share among the competitors. Vanish and Shakti are the market followers containing 28% and 4% respectively. Total Quantity Found Percentage of Market Share 1454 28 3492 67.94 194 5140 : Competitive Positions for 750 ml in New market Territory ercentage of Market Share for 750 ml in New market Competitive Analysis: 28% 4% Competitive Positions for 750 ml in New market Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in New market Territory which is containing 68% share among the competitors. Vanish and Shakti are the market followers ectively. 53 Percentage of Market Share 28.00 67.94 4.00 100 Territory in New market Vanish 750 ml Harpic 750 ml Shakti 750 ml According to the above pie chart, Harpic is the brand leader in New market Territory which is containing 68% share among the competitors. Vanish and Shakti are the market followers

68. Brand Name Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others Total Table 5.19: Figure 5.20: Percentage of Market Share Explanation: According to the above pie chart, Harpic is the brand leader in quantity of Unite is 28006 and 70% market unit and their market share is 13%. Finpic has of product. Others are in the average. Shakti 3% Finpic 8% Clean master 3% Percentage of Market Share Total Quantity Found Percentage of Market Share 5133 28006 1102 3292 1093 1070 42988 Table 5.19: Competitive Positions for 500ml Figure 5.20: Percentage of Market Share for 500 ml According to the above pie chart, Harpic is the brand leader in 500 ml SKU there total quantity of Unite is 28006 and 70% market share among the competitors. Vanish market share is 13%. Finpic has contained 8% share with containing 3292 unit thers are in the average. Vanish13% Harpic 70% Others 3% Percentage of Market Share Vanish 500 ml Harpic 500 ml Shakti 500 ml Finpic 500 ml Clean master 500 ml Others 54 Percentage of Market Share 13 70 3 8 3 3 100 500 ml SKU there total share among the competitors. Vanish has 5133 with containing 3292 unit Vanish 500 ml Clean master 500 ml

69. Brand Name Vanish 750 ml Harpic 750 ml Shakti 750 ml Total Table 5.20: Competitive Positions for 75 Figure 5.20: Percentage of Market Share Explanation: According to the above pie chart, Harpic is the brand leader in 750 ml SKU there total quantity of Unite is 30678 and 82% market share among the competitors. Vanish has 4668 unit and their market share has 13%. Shakti has contain of product. Harpic Percentage of Market Share Total Quantity Found Percentage of Market Share 4668 30678 701 36047 Table 5.20: Competitive Positions for 750ml Figure 5.20: Percentage of Market Share for 750 ml to the above pie chart, Harpic is the brand leader in 750 ml SKU there total quantity of Unite is 30678 and 82% market share among the competitors. Vanish has 4668 unit and their market share has 13%. Shakti has containing 2% share with containing 701 uni Vanish 13% Harpic 85% Shakti 2% Percentage of Market Share Vanish 750 ml Harpic 750 ml Shakti 750 ml 55 Percentage of Market Share 13 82 2 100 to the above pie chart, Harpic is the brand leader in 750 ml SKU there total quantity of Unite is 30678 and 82% market share among the competitors. Vanish has 4668 2% share with containing 701 unit Vanish 750 ml Harpic 750 ml Shakti 750 ml

70. 56 4.2.0.1.3: Total Market Coverage: Brand Name Total Quantity Found Percentage of Market Share Vanish 9801 13 Harpic 60852 78 Shakti 1803 2.8 Finpic 3292 4.2 Clean master 1093 1 Others 1070 1 Total 77911 100 Table 5.21: Market coverage of different Brand Figure 5.21: Percentages of Total Market Coverage Vanish 13% Harpic 78% Shakti 2.8% Finpic 4.2% Clean master 1% Others 1% Total Percentages of Market Coverage Vanish Harpic Shakti Finpic Clean master Others

71. 57 Explanation: According to the above pie chart, Harpic occupy the maximum market share. They have 78% market share among the total market. Harpic 225 ml SKU product is extra added in this analysis which is containing 2168 quantity of unit product; their total quantity unit of product is 60852. Vanish of ACI Ltd have 13% share in this industry and they have 9801 unit of product. Shakti of Square have 2.8% share in this industry and they have 1803 unit of product. Finpic Containing 3292 unit of product they have 4.2% market share in this industry. On the other hand, other companies have 2% of share.

72. 58 4.2.0.1.4: Value-wise Analysis Marker values of Top Five Brands are below: Name of the Brand Company VALUE (Million/Tk.) Harpic Reckitt Benckiser 5.09 Vanish ACI Ltd 0.83 Finpic Finish Oil Co. 0.25 Shakti Square 0.15 Clean Master Kohinoor Ch. 0.08 * Brand leader Unit-wise Table 5.22: Market value of total market coverage Explanation: The market value is considerate by MRP of total products with different SKU of selected top five brands. The total market value of Harpic has 5.09 million taka. The market value of Vanish has 0.83 million taka. The market value of Finpic, Shakti, and Clean Master has 0.25, 0.15 and 0.08 million Taka respectively. Graphical Presentation: Figure 5.22: Total Market Value of top 5 Brands 5.09 0.83 0.25 0.15 0.08 0 1 2 3 4 5 6 Company Reckitt Benckiser ACI Ltd Finish Oil Co. Square Kohinoor Ch. Name of the Brand Harpic Vanish Finpic Shakti Clean Master MILLON(TK) Value-wise Analysis

73. 59

74. 60 4.3.0: SWOT Analysis: SWOT analysis is conducting three different characteristics Brand of the toilet cleaning industry. Those Brands are: 1. Vanish Toilet Cleaner. 2. Harpic Toilet Cleaner. 3. Clean Master Toilet Cleaner. 4.3.0.1: SWOT Analysis of Vanish Toilet Cleaner Vanish Toilet Cleaner Parent Company ACI Ltd. Category Home Care Toilet Cleaner Sector FMCG Tagline/ Slogan Quick Action Toilet cleaner USP (Unique Selling Proposition) Cleans & Kills in 10 minutes STP Segment Toilet Cleaner Liquid Cleaner Target Group Liquid Cleaner for Toilets targeting all households.

75. 61 Positioning Vanish Toilet Cleaner gives the confidence of destroying all known germs and help improve general hygiene and health standards in communities around the country. SWOT Analysis Strength 1. Only brand which has Xanthan Gum has the properties to kill germs. (ISO 9001 certified) 2. Vanish Toilet Cleaner Kills 10 times more germs than phenyls- thus assuring you and your family of complete protection from germs. 3. Strong and large distributive network. Weakness 1. Segment presence mainly in Urban Areas. 2. Low presence in mass media and mainly advertises the promo tags only. 3. Limited brand loyalty due to poor use of parent companys brand. Opportunity 1. Vanish Germ Kill Challenge Raising awareness among households about use of Vanish instead of local Phenyl. 2. Vanish Can effective use of parent brand. (ACI Ltd.) 3. Tie-up with hotel chains, restaurants, hospital, university etc. Threats 1. Toilet cleaning market is traditionally dominated by the unbranded Phenols. 2. Some Competitors offering at low price. 3. Strong established competitor like Harpic.

76. 62 4.3.0.2: SWOT Analysis of Harpic Toilet Cleaner Harpic Parent Company Reckitt Benckiser Category Home Care brands Sector FMCG Tagline/ Slogan Cleans round the bend USP (Unique Selling Proposition) Number one toilet cleaner since more than 80yrs. STP Segment Homecare- Toilet cleaner segment Competition Competitors 1.Harpic 2.Finpic 3.Shakti 4.Clean Master

77. 63 Target Group Urban households, restaurants, hotels, corporate etc Positioning Powerful cleaning; Expert in lavoratory care SWOT Analysis Strength 1. Strong backing of the company 2. Market leader in toilet care category 3. Good brand promotion by advertising and other media 4. Good distribution channel that ensures brand presence 5. One of the most popular brand in the cleansing market Weakness 1. Tough competition means limited market share growth 2. Fake products with similar names affects brand presence Opportunity 1.Still major market not tapped 2.Should extend in rural market 3.Bring variety in products Threats 1.Local players offering at low price 2.Substitues such as detergents, bleach available for cleaning 3.Increase in low cost private labels

78. 64 Competition Competitors 1.Harpic 2.Finpic 3.Shakti 4.Clean Master 4.3.0.3: SWOT Analysis of Clean Master Toilet Cleaner Clean Master Parent Company Kohinoor Chemical Con. Ltd. Category Home Care brands Sector FMCG Tagline/ Slogan Guaranteed germ kill USP Removes tough stains, kills germs and deodorizes toilet within very short time. STP Segment Liquid toilet cleaner Target Group Middle class households looking for a cost effective product

79. 65 Positioning Removes the toughest stains, eliminates the source of bad odor from the ceramic commode/pan/urinal and basin and causes no harm to septic tank or the natural environment, the release claimed. SWOT Analysis Strength 1. Gives same benefits as other toilet cleaners at a lower price 2. Presence in the market since long time 3. Clean Master containing the formula Special Inorganic Chemical (SIC) guarantees germ kill Weakness 1. Poor presence in BTL activation 2.Low value share in the market 3.More investment in discounted products thus lowers the expenditure on promotions and advertisements Opportunity 1. Tie ups with hotels, shelf visibility in supermarkets 2.Untapped rural market 3.New strategies and advertising campaigns to reach every household Threats 1. Aggressive competition from well established names 2.Use of cheaper products in middle class households like

80. 66 phenyls and acid for toilet cleaning 3.Competition from local and international players Competition Competitors 1.Harpic 2.Finpic 3.Shakti 4.Vanish

81. 4.4.1 I use toilet cleaner to get germ free toilet. Strongly Agree Agree Neutral Disagree Strongly disagree Figure 7.1: Toilet cleaner is us Interpretation: 54% of customers are strongly agreed cleaner for germ free toilet. 54% 0 10 20 30 40 50 60 Strongly Agree I use toilet cleaner to get germ free toilet cleaner to get germ free toilet. Table-1 Frequency Percent Cumulative Percent 27 54 54 23 46 100 0 0 100 0 0 100 0 0 100 Figure 7.1: Toilet cleaner is using for germ free toilet of customers are strongly agreed and 46% of customers are agreeing that, they use toilet 46% 0 0 0 Agree Neutral Disagree Strongly disagree I use toilet cleaner to get germ free toilet 67 Cumulative Percent 54 100 100 100 100 and 46% of customers are agreeing that, they use toilet I use toilet cleaner to get germ free Percent

82. 4.4.2 I use toilet cleaner to get shining Commode/ Pan. Strongly Agree Agree Neutral Disagree Strongly disagree Figure 7.2: Toilet cleaner Interpretation: 46% of customers are strongly agreed cleaner for shining Commode or Pan. 8% consumers are neutral and 6% does not this complement. 0% 0 Strongly Agree Agree Neutral Disagree Strongly disagree I use toilet cleaner to get germ free toilet toilet cleaner to get shining Commode/ Pan. Table-2 Frequency Percent Cumulative Percent 23 46 46 20 40 86 4 8 94 3 6 100 0 0 100 : Toilet cleaner is using for shining Commode/ Pan omers are strongly agreed and 40% of customers are agreeing that, they use toilet shining Commode or Pan. 8% consumers are neutral and 6% does not 28% 52% 12% 8% 10 20 30 40 50 I use toilet cleaner to get germ free toilet 68 Cumulative Percent shining Commode/ Pan. % of customers are agreeing that, they use toilet shining Commode or Pan. 8% consumers are neutral and 6% does not agree with 60 I use toilet cleaner to get germ free toilet Percent

83. 4.4.3 I am Brand loyal to purchas