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
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