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

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


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


iLetter 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


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


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


Atish Dipankar University of Science and Technology..

Banani, Dhaka.

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.

vExecutive 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.

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.

vii

Table of Content

Serial no. Topic name Page no.

Letter of Transmittal iStudent Declaration iiSupervisor Certification iiiAcknowledgement ivExecutive Summary vTable of Content viiList of Figures and Tables ixList of Acronyms xi

Chapter 1 Introduction of the Report 1 - 4

1.0 Introduction 21.1 Background of the Study 2 1.2 Significance of the study 31.3 Objective of the study 3

Chapter-2 Methodology of the Report 5 9

2.0 Methodology of the Study 62.0.1 Research Design 62.0.2 Sampling Design 62.0.3 Data Collection 72.0.4 Data Analysis 72.0.5 Study Instruments 82.0.6 Study Approach 82.1 Limitation of the Study 8

Chapter-3 Review of Literature 10 - 16

3.0 Market Competition 113.0.1 Perfect Competition 113.0.2 Imperfect Competition 123.1 Consumers Attitude 123.2 Brand 143.3 Marketing mix 153.4 The Consumer Goods 163.5 Accounting System 16

Chapter-4 Analysis and Findings 17 -68

4.0 4Ps Analysis 18

viii

4.0.1 Product Analysis 194.0.2 Price Analysis 254.0.3 Promotion Analysis 264.0.3.1 Survey on Promotional offer 294.0.4 Place Analysis 304.0.4.1 Total Market List for Study 304.0.4.2 Number of Market list for Study 344.1.0 Competitive Positions of Different Brand 354.1.0.1 Table & Explanation 354.1.1 Market Share 544.1.2 Total Market Coverage 564.1.3 Value-wise Analysis 584.2.0 Consumer Perception about toilet cleaner 59

Chapter-5 Recommendations and Conclusions 69 - 67

5.0 Recommendations 705.1 Conclusions 715.2 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 xxvAppendix-4: Monthly wise Consumer Activities xxvi

ix

List of Figures and Tables

Topic name Page no.

Table-1: Price Information Chart 25Table-2: Competitive Price Analysis 26Table-3: The promotional activities of different brands 27Table-4: Market list and total shop of Gulshan Territory 30Table-5: Market list and total shop of Uttara Territory 31Table-6: Market list and total shop of Basabo Territory 31Table-7: Market list and total shop of Santinagar Territory 32Table-8: Market list and total shop of Dhania Territory 32Table-9: Market list and total shop of Kaptan Bazaar Territory 32Table-10: Market list and total shop of Mohammadpur Territory 33Table-11: Market list and total shop of Mirpur Territory 33

Table-12: Market list and total shop of New Market Territory 33Table-13: Competitive Positions for 500 ml in Gulshan Territory 36Table-14: Competitive Positions for 750 ml in Gulshan Territory 37Table-15: Competitive Positions for 500 ml in Uttara Territory 38Table-16: Competitive Positions for 750 ml in Uttara Territory 39Table-17: Competitive Positions for 500 ml in Basabo Territory 40Table-18: Competitive Positions for 750 ml in Basabo Territory 41Table-19: Competitive Positions for 500 ml in Santinagar Territory 42Table-20: Competitive Positions for 750 ml in Snatinagar Territory 43Table-21: Competitive Positions for 500 ml in Dnaia Territory 44Table-22: Competitive Positions for 750 ml in Dania Territory 45Table-23: Competitive Positions for 500 ml in Kaptan Bazaar 46Table-24: Competitive Positions for 750 ml in Kaptan Bazaar 47Table-25: Competitive Positions for 500 ml in Mahammadpur 48Table-26: Competitive Positions for 750 ml in Mahammadpur 49Table-27: Competitive Positions for 500 ml in Mirpur Territory 50Table-28: Competitive Positions for 750 ml in Mirpur Territory 51Table-29: Competitive Positions for 500 ml in New Market 52Table-30: Competitive Positions for 750ml in New Market 53Table-31: Competitive Positions for 500ml 54Table-32: Competitive Positions for 750ml 55Table-33: Market coverage of different Brand 56Table-34: Market value of total market coverage 58

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

of product to purchase toilet cleaner 66Figure-31: Product availabilities are the most valuable factor to make

success 67Figure-32: Advertising is important essentialities to rising sales of

toilet cleaner 68

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

1CHAPTER ONE

INTRODUCTION

21.0: 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.

31.2: 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.

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.

5CHAPTER TWO

METHODOLOGY

62.0: 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.

72.0.2.3: 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.

82.0.5: 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.

9CHAPTER THREE

LITERATURE REVIEW

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

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

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).

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.

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.

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.

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.

17

CHAPTER FOUR

DATA ANALYSIS AND FINDING

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:

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

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

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

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

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

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 tkHarpic 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.

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. * *

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 PromotionVanish 500ml 1 piece free of 6 pieces Mug FreeVanish 750ml 1 piece free of 6 pieces Bowl FreeHarpic 500 ml 1 piece free of 12 piecesHarpic 750 ml 1 piece free of 12 piecesHarpic 1000 ml 1 piece free of 12 piecesShakti 500 ml 1 piece free of 12 pieces Mug FreeShakti 750 ml 1 piece free of 12 pieces Toilet Tissue FreeClean Master 500 ml Mug FreeHarpoon 500 ml 2 pieces free of 12 piecesHarpoon 750 ml 2 pieces free of 12 piecesTarbo 500ml Foil Pack Dish Wash FreeHygiene 500ml Wheel laundry Soap Free* September 2013

Picture 4.2.1 Promotional Activities Picture 4.2.2 Promotional Activities

27

Picture 4.2.3 Display Program (Vanish)

Picture 4.2.4 Display Program (Harpic)

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

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: GulshanNo of Shop Name of Market Total Shop

1 Gulshan-1 DDC Market 312 Gulshan-2 DDC Market 393 Bashundhara Khacha Bazaar. 324 Nadda Bazaar. 215 Notun Bazaar. 406 Joar Sahara Bazaar. 607 Banani Kacha Bazaar. 458 Mohakhali Kacha Bazaar. 329 Niketon Kacha Bazaar. 4910 Badda (North, Middle & Merul) 14411 Gudaraghat Bazaar 37

Total 530Table 4.4: Market list and total shop of Gulshan Territory

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.


1. Basabo.

2. Santinagar.

3. Dania.

4. Katpan Bazaar.

Territory Name: UttaraNo of Shop Name of Market Total Shop

1 Koshai Bari Bazaar 592 Gayoir Nokkhin Khan Bazaar 293 BDR Market 514 Zoynal Market 385 Motaleb Market 96 Zohora market 207 House Building Churasta Bazaar 178 Khilkhet Bazaar 579 Ashkona Bazaar 6310 Azompur. Sector -8 07

Total 350Table 4.5: Market list and total shop of Uttara Territory

Territory Name: BasaboNo of Shop Name of Market Total Shop

1 Taltola Kacha Bazar 442 Basabo Kacha Bazar 433 Khilgaon Kacha Bazar 714 Mothertec Kacha Bazar 375 Mugda 1426 Nandipara Kacha Bazar 41

Total 378Table 4.6: Market list and total shop of Basabo Territory

31

Territory Name: SantinagarNo of Shop Name of Market Total Shop

1 Santinagar Kacha Bazar 682 AGB Koloni Kacha Bazar 233 Rampura Kacha Bazar 634 Fakirapul Kacha Bazar 655 Charulata Kacha Bazar 556 Malibag Kacha Bazar 88

Total 362Table 4.7: Market list and total shop of Santinagar Territory

Territory Name: DhaniaNo of Shop Name of Market Total Shop

1 Jatrabari Bazar 542 Jurain Bazar 723 Dhupkhola Bazar 504 Shampur Bazar 195 Dania Bazar 506 Shanir akhra Kacha Bazar 427 Dholaipar Bazar 41

Total 328Table 4.8: Market list and total shop of Dhania Territory

Territory Name: Kaptan BazaarNo of Shop Name of Market Total Shop

1 Kaptan Bazaar 1092 Ray shab Bazaar 403 Sutrapur Bazaar 474 Anonndo Bazaar 555 Doyagonj Bazaar 426 Noya Bazaar 67

Total 360Table 4.9: Market list and total shop of Kaptan Bazaar Territory

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.


1. MohammadPur.

2. Mirpur.

3. New Market.

Territory Name: MohmmadpurNo of Shop Name of Market Total Shop

1 Townhall Market Kacha Bazaar 912 Krishi Market Kacha Bazaar 743 Jeneva cump Kacha Bazaar 594 Shat moshjid Kacha Bazaar 205 Housing Kacha Bazaar 206 BDR Market 057 Modhu Bazar 118 Salek garden Kacha Bazaar 36

Total 316Table 4.10: Market list and total shop of Mohammadpur Territory

Territory Name: MirpurNo of Shop Name of Market Total Shop

1 Shah Ali Market 912 Shah Smriti Market 143 Muktijuddha Market 114 Rajinigandha Market 62

Total 178Table 4.11: Market list and total shop of Mirpur Territory

Territory Name: New MarketNo of Shop Name of Martket Total Shop

1 New Market Kacha Bazar 572 Banalata Market Kacha Bazar 203 Hatirpool Kacha Bazar 454 Kathal bagan Kacha Bazar 51

Total 173Table 4.12: Market list and total shop of New Market Territory

33

4.1.4.1: Total Coverage:

Total Market Coverage 62

Total Shop/Retail 2874

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:

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




36

Percentage of Market

Share

12

70

3

8

2

5

100

Territory

in Gulshan

Clean master 500 ml



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%


Explanation:


containing 85% share among the competitors. Vanish and Shakti are the market followers

restraining 14% and 1% respectively.


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



14% and 1% respectively.

37


Share

14

85

1

100

Territory

in Gulshan

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml



Zone: A (Uttara)

Brand Name

Vanish 500 ml

Harpic 500 ml

Shakti 500 ml

Finpic 500 ml

Clean master 500 ml

Others

Total



5% 9%

4%


Explanation:

According to the above pie chart, Harpic is the brand leader in Uttara Territory which is




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




38


Share

17

63

4

9

4

2

100

Uttara Territory

in Uttara

Clean master 500 ml



Zone: A (Uttara)

Brand Name

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml

Total



74%


Explanation:



containing 24% and 2% respectively.


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




39


Share

24

74

2

100

Uttara Territory

in Uttara

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml



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


1.88% 10%

3.42%


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



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




40


Share

12.82

69.72

2.11

10.00

3.42

1.88

100

Territory

in Basabo

Clean master 500 ml



Zone: B (Basabo)

Brand Name

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml

Total




Explanation:



containing 3% and 2% correspondingly.


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




41


Share

3

95

2

100

Territory

in Basabo

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml



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


3.28% 13.45%

1.77%


Explanation:

According to the above pie chart, Harpic is the brand leader in Santinagar Territory which is




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




42


Share

17.00

63.00

3.28

13.45

1.77

1.37

100

Territory

in Santinagar

Clean master 500 ml



Zone: B (Santinagar)

Brand Name

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml

Total


Figure 5.8: Percentage of Market Share for


Explanation:





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




43


Share

9.00

88.00

3.00

100

Territory

in Santinagar

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml



Zone: B (Dania)

Brand Name

Vanish 500 ml

Harpic 500 ml

Shakti 500 ml

Finpic 500 ml

Clean master 500 ml

Others

Total



3.90% 11%

4.26%


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



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




44


Share

9.00

69.00

3.90

11.00

4.26

2.70

100

Territory

in Dania

Clean master 500 ml



Zone: B (Dania)

Brand Name

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml

Total


Figure 5.10: P


Explanation:


containing 94.55% share among the competitors. Vanish

containing 2.81% and 2.64% respectively.


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


containing 94.55% share among the competitors. Vanish and Shakti are the market followers


45


Share

2.64

94.55

2.81

100

Territory

Dania

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml


and Shakti are the market followers

Zone: B (Kaptan Bazaar)

Brand Name

Vanish 500 ml

Harpic 500 ml

Shakti 500 ml

Finpic 500 ml

Clean master 500 ml

Others

Total



3%7.34%

1.47%


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.


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




46


Share

7.10

77.00

2.77

7.34

1.47

4.24

100

Territory

in Kaptan Bazaar

Clean master 500 ml



Zone: B (Kaptan Bazaar)

Brand Name

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml

Total


Figure 5.12: Percentage of Market Share for


Explanation:


which is containing 92% share among the competitors. Vanish and

followers containing 5% and 3% respectively.


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


which is containing 92% share among the competitors. Vanish and Shakti are the market

followers containing 5% and 3% respectively.

47


Share

5

92

3

100

Territory

in Kaptan Bazaar

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml


Shakti are the market

Zone: C (Mohammadpur)

Brand Name

Vanish 500 ml

Harpic 500 ml

Shakti 500 ml

Finpic 500 ml

Clean master 500 ml

Others

Total



83.29%

1%


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.


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



48


Share

13.00

83.29

1.03

1.19

0.96

0.54

100

Territory

in Mohammadpur

Clean master 500 ml



Zone: C (Mohammadpur)

Brand Name

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml

Total



88.44%


Explanation:


which is containing 88.44% share among the competitors. Vanish and Shakti are the market

followers containing 11.21% and 0.35% respectively.


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



followers containing 11.21% and 0.35% respectively.

49


Share

11.21

88.44

0.35

100

Territory

in Mohammadpur


Vanish 750 ml

Harpic 750 ml

Shakti 750 ml



Zone: C (Mirpur)

Brand Name

Vanish 500 ml

Harpic 500 ml

Shakti 500 ml

Finpic 500 ml

Clean master 500 ml

Others

Total



1.89%

10.63% 0.63%


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



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




50


Share

9.53

77.16

1.89

10.63

0.63

0.20

100

Territory

Mirpur

Clean master 500 ml



Zone: C (Mirpur)

Brand Name

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml

Total




Explanation:


containing 94.26% share among the competitors. Shakti and Vanish are the market followers



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




51


Share

4.57

94.26

1.17

100

Territory

Mirpur

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml



Zone: C (New Market)

Brand Name

Vanish 500 ml

Harpic 500 ml

Shakti 500 ml

Finpic 500 ml

Clean master 500 ml

Others

Total



3%4% 10%


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



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




52


Share

26.00

54.00

2.86

4.31

10.00

3.31

100

Territory

New market

Clean master 500 ml



Zone: B (New market)

Brand Name

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml

Total


Figure 5.18: Percentage of Market

4.2.0.1.2: SKU wise Competitive A

68%


Explanation:





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



ectively.

53


Share

28.00

67.94

4.00

100

Territory

in New market

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml



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


Share

5133

28006

1102

3292

1093

1070

42988

Table 5.19: Competitive Positions for 500ml


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%

Others3%


Vanish 500 ml

Harpic 500 ml

Shakti 500 ml

Finpic 500 ml

Clean master 500 ml

Others

54


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

Brand Name

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml

Total


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



Share

4668

30678

701

36047

Table 5.20: Competitive Positions for 750ml


to the above pie chart, Harpic is the brand leader in 750 ml SKU there total


unit and their market share has 13%. Shakti has containing 2% share with containing 701 uni

Vanish 13%

Harpic 85%

Shakti 2%


Vanish 750 ml

Harpic 750 ml

Shakti 750 ml

55


Share

13

82

2

100

to the above pie chart, Harpic is the brand leader in 750 ml SKU there total


2% share with containing 701 unit

Vanish 750 ml

Harpic 750 ml

Shakti 750 ml

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% Others1%

Total Percentages of Market Coverage

Vanish

Harpic

Shakti

Finpic

Clean master

Others

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.

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

0.830.25 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

MIL

LON

(TK

)

Value-wise Analysis

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.

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.

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

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

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

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

Date post:	12-Oct-2015
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An analysis about current market positions of the Vanish toilet cleaner at toilet cleaning industry...

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