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John LaiProfessor/Mentor
about.me/cleanie
Population DensityMalaysia: 86.44/km²   H.K.: 6540/km²
Age Structure       65+: 5%                 0-14:29.6%15-64:65.4%
Religions            Hindu: 6.3%Christian: 9.1%                          Others:4.9% Buddism:19.2%                        ...
GDP per CapitaMalaysia managed to JUMP 4 places from 59 in1970 to 54 in 2009 thanks to the oil and gas and oilpalm. You ca...
Official Currency            The Malaysia RinggitThe Malaysian ringgit (plural: ringgit; currency code MYR; formerly the M...
What can 8RM buy?
Why Cleanie?•   Clean•   Caring•   Cute•   Kind•   Easy to remember•   Easy to spread
Mission & Vision• Help people realize the importance of  hand hygiene, thus to set up a concept  of healthy lifestyle.
Why outsourcing?• Levitate financial burden• Technological Constraints• Convenience to start the business Malaysian firms ...
• Manufacturer:•   instant hand sanitizer manufacturer•   8-year experience•   ISO9001:2008 international factory quality ...
Target Customer• Age:12-50, Middle class• White collars, Students, Travelers• Muslims    Care about health    Passionate a...
Competitor                                    Quantity  Product       Manufacturer                   Price(RM)   Δ/50ml   ...
Competitor
S.W.O.TStrength                         WeaknessesAlcohol free                     Lack of experience & market powerCost l...
Product• Attributes:• 1st feature: able to kill 99.99% of most  common germs within seconds, gentle,  no harsh chemicals.•...
Place• Three major cities    Kuala Lumpur    Johor Bahru    Penang• Surroundings• Indirect selling:    7-eleven, Watson’s,...
Kuala Lumpur
Penang
Johor Bahru
Price• What we will use is:     Penetrating PricingBecause:• Consumers’ demand is highly price elastic• Substantial econom...
Price• Benefits:• Help diffuse our product & a surprise to our  competitors• A barrier to stop new competitors• Quick sale...
Promotion• Advertising approach:•   TV•   Radio•   Internet•   Print•   Billboard
Promotion• Advertising Style:•   Factual style•   Imaginative•   Comparative•   Emotional
Promotion• Events:• Public service activity    To Promotes health• E.g.: Yoga, Marathon    Food nutrition talk
ControlWhy?
Control• Sales and cost control• Quarterly Market share analysis  3%up in first three years,  1%up in the following years....
Control• Sales and cost control• Sales per thousand customers, per factory, by  segment (Double Check!)• Market reaction/a...
Control• Quality control• Regular Quality control (Double Random Check)       →        A high significance level !• Contin...
Control• Reputation & Public relation  control• Customer feedback through satisfaction  surveys• Location of buyers and po...
Control• Logistic             Factory• RFID             Malaysia Warehouse
Objectives• Short terms objectives along product life  cycle:• Sales• Brand & Product awareness• Placement• Market share
Objectives• Long terms objectives along product life  cycle:• Introduction• Growth• Maturity• Saturation                1 ...
Budget• Profit matrix      Category                                               Price $/unit      Unit cost             ...
Profit projection                            1st Year    2nd Year    3rd Year    4th Year    5th YearQuantity             ...
Visit us:
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
Cleanie, a hand sanitizer in malaysia
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Cleanie, a hand sanitizer in malaysia

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Cleanie, a waterless alochol-free hand sanitizer proposed to be launched in Malaysia

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Transcript of "Cleanie, a hand sanitizer in malaysia"

  1. 1. John LaiProfessor/Mentor
  2. 2. about.me/cleanie
  3. 3. Population DensityMalaysia: 86.44/km² H.K.: 6540/km²
  4. 4. Age Structure 65+: 5% 0-14:29.6%15-64:65.4%
  5. 5. Religions Hindu: 6.3%Christian: 9.1% Others:4.9% Buddism:19.2% Muslim:60.4%
  6. 6. GDP per CapitaMalaysia managed to JUMP 4 places from 59 in1970 to 54 in 2009 thanks to the oil and gas and oilpalm. You can try to guess Malaysias rankingwithout these commodities. http://chanky50.blogspot.com/2010/07/per-capita-gdp-ranking.html
  7. 7. Official Currency The Malaysia RinggitThe Malaysian ringgit (plural: ringgit; currency code MYR; formerly the Malaysian dollar) is the currency of Malaysia. It is divided into100 sen (cents). The ringgit is issued by the Bank Negara Malaysia.
  8. 8. What can 8RM buy?
  9. 9. Why Cleanie?• Clean• Caring• Cute• Kind• Easy to remember• Easy to spread
  10. 10. Mission & Vision• Help people realize the importance of hand hygiene, thus to set up a concept of healthy lifestyle.
  11. 11. Why outsourcing?• Levitate financial burden• Technological Constraints• Convenience to start the business Malaysian firms take longer times to obtain permits. 22.38 days to obtain an operating license,16.21 for the region.• Regional Integration: ACFTA• Result: Indirect Exporting with ETC
  12. 12. • Manufacturer:• instant hand sanitizer manufacturer• 8-year experience• ISO9001:2008 international factory quality certifying system• Flexible production scheme.
  13. 13. Target Customer• Age:12-50, Middle class• White collars, Students, Travelers• Muslims Care about health Passionate about lifeAnd the society
  14. 14. Competitor Quantity Product Manufacturer Price(RM) Δ/50ml (ml)Dettol Reckitt Benckiser 50 8 0.01Cool & Cool Unknown Origin 60 8.5 -0.91Cuticura Cuticura Labs, Corp 100 18 1.01
  15. 15. Competitor
  16. 16. S.W.O.TStrength WeaknessesAlcohol free Lack of experience & market powerCost leadership Low brand awareness Low control over production qualityOpportunities ThreatsSupported by the government Easy to duplicateDemand for sanitizerUndiscovered Market ( Muslim )
  17. 17. Product• Attributes:• 1st feature: able to kill 99.99% of most common germs within seconds, gentle, no harsh chemicals.• 2nd : Convenient and portable.• 3rd : Alcohol free.
  18. 18. Place• Three major cities Kuala Lumpur Johor Bahru Penang• Surroundings• Indirect selling: 7-eleven, Watson’s, GNC, Jusco, Whole Foods, Tesco, Econsave, Giant, The Store, Carrefour, Mark & Spencer etc.
  19. 19. Kuala Lumpur
  20. 20. Penang
  21. 21. Johor Bahru
  22. 22. Price• What we will use is: Penetrating PricingBecause:• Consumers’ demand is highly price elastic• Substantial economies of scale are available• Seize the mass market → be the standard!!
  23. 23. Price• Benefits:• Help diffuse our product & a surprise to our competitors• A barrier to stop new competitors• Quick sale & high turnover• Pressure of being better!!
  24. 24. Promotion• Advertising approach:• TV• Radio• Internet• Print• Billboard
  25. 25. Promotion• Advertising Style:• Factual style• Imaginative• Comparative• Emotional
  26. 26. Promotion• Events:• Public service activity To Promotes health• E.g.: Yoga, Marathon Food nutrition talk
  27. 27. ControlWhy?
  28. 28. Control• Sales and cost control• Quarterly Market share analysis 3%up in first three years, 1%up in the following years.• Semiannual Sales analysis
  29. 29. Control• Sales and cost control• Sales per thousand customers, per factory, by segment (Double Check!)• Market reaction/acceptance to pricing polices• →Budget control→笑脸
  30. 30. Control• Quality control• Regular Quality control (Double Random Check) → A high significance level !• Continuous Marketing research
  31. 31. Control• Reputation & Public relation control• Customer feedback through satisfaction surveys• Location of buyers and potential buyers• Performance of any promotional activities• Public Relation Control
  32. 32. Control• Logistic Factory• RFID Malaysia Warehouse
  33. 33. Objectives• Short terms objectives along product life cycle:• Sales• Brand & Product awareness• Placement• Market share
  34. 34. Objectives• Long terms objectives along product life cycle:• Introduction• Growth• Maturity• Saturation 1 2 3 4 5 6 7 8
  35. 35. Budget• Profit matrix Category Price $/unit Unit cost 0.5 Tariff (S):20% markup 0.1 International Shipping cost: $25/m³= $25/1000000 cm³ 0.027 1000000/25840=38 cartons = 912 units Unit shipping cost (China to Malaysia): $25/912= Domestic Shipping cost: $40/m³= 1000000 cm³ 0.044 1000000/25840=38 cartons = 912 units Unit shipping cost (China to Malaysia): $40/912= Promotion cost (TV commercial, online advertising) 0.3 External Retail Cost 0.971
  36. 36. Profit projection 1st Year 2nd Year 3rd Year 4th Year 5th YearQuantity 563,655 676,386 811,664 1,014,579 1,268,224Sales Revenue (in $) 1,493,686 1,792,424 2,150,909 2,688,636 3,360,795Literature Internet Channel 50,000 25,000 25,000 25,000 25,000 Posters 50,000 25,000 25,000 25,000 25,000 Gifts 200,000 100,000 100,000 100,000 100,000Mass Promotion TV Commercial 1,000,000 500,000 800,000 300,000 200,000 Sign Boards 100,000 100,000 50,000 50,000 50,000 News Paper Add 200,000 500,000 100,000 100,000 100,000Factory Overheads 547,309 656,771 788,125 985,157 1,231,446Misc.(PRexpense included) 250,000 250,000 250,000 250,000 250,000Total Cost 2,397,309 2,156,771 2,138,125 1,835,157 1,981,446Gross. Profit/Loss -903,623 -364,347 12,783 853,479 1,379,349Taxes 0 0 -3,196 -213,370 -344,837Net Profit/Loss -903,623 -364,347 9,587 640,109 1,034,512
  37. 37. Visit us:
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