Ankit Lakhani - 29Manish Rana -43
Inteshar Memon - 35Jay Savla - 47
Ravish Shah – 49Ritesh Chavan - 08
GROUP - 5
GROUP 5 VISION
MAXIMIZE OUR STRENGTH TO ACHIEVE GOALS WITH EXCELLENCE
MISSION TO BE CREATIVE & DIFFERENT
COMPETITOR ANALYSIS
75%
2%
5% 18%
Market Share - Organized Sector
Harpic
Kiwi Cleaner
Domex
Sanifresh
Major Competitors•Harpic•Kiwi Cleaner•Sanifresh•Domex
MARKETING STRATEGY –
PORTER’S FIVE FORCES • Porter’s Five Forces
– Industry Competition• Saturation with
Products• Harpic - main
Competitor– Form Competition
• Liquid – Not too much Competition
– Threat of New Entrants• Saturation with
variety of toilet Cleaners
– Threat of Substitutes• Exists – Proxy
Products• Cheaper
POSITIONINGH
arpi
c
San
ifres
h
Dom
ex
Kiw
i
Phe
nyl*
Credibility/Brand Equity
Hygiene
Instant Results
Premium
Perception Map for Toilet Cleaners
Credibility/Brand Equity
Hygiene
Instant Results
Premium
• 1st Reformulation– Better Smelling– Viscosity
• 2nd Formulation– New Ingredients– More Sanitary
• New Plus (+) Sign• Value Proposition
– Thickened, SuperiorQuality that CleansTough Stains
INSTANT CLEANER
INSTANT CLEANER
• INSTANT CLEANER BATHROOM CHAMPION, a specialist which just washes the bathroom (outside complementing the regular(commode)and provide complete bathroom cleaning (commode + tiles + floors) by a single product.
PRODUCT STRATEGY• A specialist in only bathroom cleaning removes tough
stains, decalcifies.• ORANGE/ GREEN/ BLUE color concentrate gel for
complete bathroom cleaning include commode,floor,tiles.
• Spray bottle. Another line extension proposed is the HARPIC 24 HRS CLEAN TABS. A specialist cleaning tablet for urinals and washbasins only.
• Concentrate Gel which gives foam lather implying cleaning action.
• Apply , Wash Clean• Gentle Clean + Effective Germ Kill + Prominent
Fragrance fresh fragrance from plant based ingredients.
• hygienic, naturally powerful• no chemical residue
Marketing Mix
• Product• Varieties• Proctor & Gamble has a
very good brand image.• Better Packaging &
Reformulations
• Promotion• Aggressive Promotion• Heavy Advertising• Incentive based promotion
• Price•Prices at 50 Rs. For 50 Washes pricing is in tandem with industry standards for Home and toilet cleaning category.
•Rs 1 sachet for quick one time cleaning of toilet.
• Place• Easy Availability
• Good Logistics
• Strong Distributor Network
COMMUNICATION STRATEGY
The communication would be based on its positioning of beinga specialist in bathroom cleaning. Spray gel, Wipe spread toform lather and Wash Clean in just 7 minutes ; emphasizing onthe ease of use.
The communication would resolve the pain point of having aclean toilet (commode) but not a clean bathroom. This is wherethe INSTANT COMPLETE BATHROOM CLEANING CHALLENGE communication would be used.
Door-to-door below the line would help in creating theawareness for a complete bathroom cleaning and not ignoringthe surrounding areas of the toilet.
SEGMENTATION
• Initially focussed on good cleaning• Now major focus on Sanitary and Germ Killing
power• New Plus Sign (+) to denote a medical
perspective• Target Segments
– DINK (Double Income No Kids), Married Couple
– Nuclear Family– Joint Family– Students (away from home)– Working Bachelors
STRATEGIES
– Improve the Distributor Network.– Make the product more visible through
print ads and television commercials.– Introduce Sachets for single use at very
competitive prices.– Make the packaging visually different
from Harpic.– Customer feedback centers across cities.– Add toll-free number on back of
packaging.– Making product that is both credible,
easy to use & gives instant results to the average customer.
THANK YOU
