Spin N Clear1

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  • Dear Ali, this work is very interesting ! Very good information! Bernard

    PS: Why not slidecasting or You Tube video?
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Spin N Clear1

  1. 2. Strategic Marketing Syed Ali Kamran M. Farhan Saleem Hussain Zain ul abideen Opportunity Seizers
  2. 3. Company Profile: Type of Business: Product Industry Company Name: GFK detergents co. Product: Spin N Clear! USP: Cost focus, Differentiation Logo: Tag Line
  3. 4. Spin N Clear Vision Mission Touching Hearts Changing Lives <ul><li>Mission is to add Vitality to life. Meet everyday needs for nutrition, hygiene and personal care with brands that help people look good, feel good and get more out of life. </li></ul><ul><ul><li>Grow superior brands </li></ul></ul><ul><ul><li>Impactful innovation </li></ul></ul><ul><ul><li>Completive functional benefits </li></ul></ul><ul><ul><li>Impactful and effective communication </li></ul></ul><ul><ul><li>Win with customers </li></ul></ul><ul><ul><li>Deliver best customer service </li></ul></ul><ul><ul><li>Fit to compete </li></ul></ul><ul><ul><li>Deliver vitality </li></ul></ul>Core Values Marketing Strategies
  4. 5. Different Stains
  5. 6. Introduction to Industry
  6. 7. Pakistan’s Laundry Industry
  7. 8. Pakistan’s Laundry Industry Detergent Market Soap Market Major Players in Detergent Industry are
  8. 9. Customer Analysis
  9. 10. Target Market Geographic Segmentation Location All over Pakistan (rural urban) Population 180million approx Demographic Segmentation Age 18 and above Family Size Small / Nuclear Family Occupation Housewives / Mothers Physiographic Segmentation Class Lower Middle Class, Middle Class, Upper Middle Class and Upper Classes Those who want their kids to learn while growing but conscious of dirt. Psychological Characteristics Brand Conscious, Status Conscious, Highly Educated, self motivated Behavioral Segmentation Motives Self Actualization Category High End Needs Involvement Low Involvement Benefit Sought Segmentation Stain Removal Want stain removal in one go/wash
  10. 11. Customer Analysis Customer Motivations Unmet Needs Complete cleaning of stains and all in just one wash A customer wants to save energy and water while doing their laundry. Customers want to reduce the laundry burden and thus are looking for complete cleaning of stains in one go. Customers looking for a detergent which takes care of their hands also (doesn’t dry them) Over price and quality customers prefer good quality so that their laundry job is done without any nuisance Reduces wrinkling so less ironing. Uses less water-with water issue. Anti bacterial formula-doesn’t allow germs to form when you sweat Going for different skin types/allergies-people who have dry
  11. 12. Competitor Analysis
  12. 13. Direct Competitors Class Middle Class, Upper Middle Class and Upper Classes Family Size Small Family Occupation Housewives / Mothers Class Lower Middle Class, Middle Class, Upper Middle Class and Upper Classes Family Size Medium / Big Family Occupation Housewives / Mothers
  13. 14. Market Analysis
  14. 15. Actual Market Size <ul><li>Market demand of 230,000-240,000 tons of detergents. </li></ul><ul><li>The local detergent industry is producing around 175,000 tons. </li></ul><ul><li>There is demand-supply gap of about 55,000 tons. </li></ul><ul><li>Laundry Detergent Powder (LDP), as its market stands at 240,000 tons annual with a growth almost 10 percent a year. </li></ul>
  15. 16. Market Potential <ul><li>Detergent Market is growing by 10-12%. </li></ul><ul><li>At present Consumer prefer detergent on the base of quality, especially the upper class they are very quality conscious </li></ul><ul><li>Pakistani Peoples are moving from rural areas to urban areas as life style is changing. </li></ul><ul><li>Advertising is promoting the detergents by comparing the functionality of different detergents and laundry Soaps. </li></ul><ul><li>Increase awareness of usage benefit of detergent. </li></ul><ul><li>Preference to use detergent to avoid the bad smell which comes from washing with soaps (as advertised by LDP’s) </li></ul>
  16. 17. Industry Attractiveness Summary Components Implications Threat of new entrants High Bargaining power of buyer Low Threat of substitutes Moderate to low Bargaining power of suppliers Moderate to low Threats of rivalry among competitors Moderate to low
  17. 18. Internal Analysis
  18. 19. SWOT Analysis
  19. 20. SWOT Analysis Strengths Strong brand image and brand awareness of ‘Spin N Clear’. Large sales force. Strong and healthy relationships with distributors and retailers. Strong brand portfolio Wide Innovation aspects Excellent distribution Success of slogan-stains are good Weakness Strong competitors High price of product Substitute product Opportunities Changing life style New markets Increased standard of living More awareness High rate of population growth. Rising literacy. Threats Unbranded/ smuggled washing powder Political issues Rising inflation, Profit margin is exposed to rupee devaluation. Threat of imposing regulatory duty
  20. 21. BCG Matrix
  21. 22. PLC:
  22. 23. Recommended Strategies
  23. 24. Objective “ To be the best possible cleaning solution in the market” Sub - Objective <ul><li>Approaching new markets </li></ul><ul><li>Innovation </li></ul><ul><li>Maintaining brand loyalty </li></ul>
  24. 25. Brand Association <ul><li>Stain removal </li></ul><ul><li>Powerful cleaning </li></ul><ul><li>Brightness of colors intact </li></ul><ul><li>Good packaging </li></ul><ul><li>Good fragrance </li></ul>
  25. 26. Value Proposition Target Market Functional Benefits Cleans and protects Emotional Benefits Stains No More! Self expressive Learning by doing Main segment Housewives/ Ladies Another segment Laundry business Niche Market Students and other groups etc.
  26. 27. Marketing Mix Product Launching a specialist powder which is exclusively used for Machine washing and Tub washing . Price Spin N Clear is a Quality product with affordable prices. Place Same distribution through modern trade (superstores) and kiryana stores etc Promotion Regular education and awareness-building campaigns Stock availability in relevant outlets. Moreover, as consumers become more aware it is important to build credibility of an offering like Spin N Clear product line.
  27. 28. Product: Spin n Clear is devised to cater the needs of customers and provides the best solution for their dirty cloths. Price Penetration Strategy: The prices of spin n clear detergent powder for various sizes of packages are as follows;   2Kg -------------------------------- Rs 199.00 1 Kg -------------------------------- Rs 99.00 500g -------------------------------- Rs 59.00 200g -------------------------------- Rs 29.00 65g -------------------------------- Rs 9.00 4 P’s
  28. 29. <ul><li>Suppliers </li></ul><ul><li>Marketing Intermediaries </li></ul><ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Publics </li></ul>Micro-environment:
  29. 30. Macro-enviornment:
  30. 31. <ul><li>In the case of “SPIN N CLEAR” the demographics that we have found out are , that any housewife who is both price sensitive as well as quality conscious , belongs to any class, any occupation , if can afford Spin N Clear will buy it. </li></ul><ul><li>Age: </li></ul><ul><li>People of all ages like to wear clean clothes. </li></ul><ul><li>Gender: </li></ul><ul><li>Male and Female. </li></ul><ul><li>Family size: </li></ul><ul><li>No limit of members, clothes are to be washed. </li></ul><ul><li>Family life cycle: </li></ul><ul><li>Young or old, married or single. </li></ul><ul><li>Occupation: </li></ul><ul><li>Students , Working people and Housewives. </li></ul><ul><li>Social class: </li></ul><ul><li>Upper class , Middle class and working class. </li></ul>Demographics:
  31. 32. <ul><li>Spin N Clear buyers, because when it comes to personality values than no compromise. </li></ul><ul><li>Lifestyle: Achievers , Strugglers and Ambitious people. </li></ul><ul><li>Personality: Hygiene conscious , Strong and Authorative. </li></ul><ul><li>Promotional Target Market: </li></ul><ul><li>Promotion of the product in the target market is very important to create sales. </li></ul><ul><li>Age Group: </li></ul><ul><li>Matured age group: </li></ul><ul><li>By launching the detergent in polythene pack. </li></ul><ul><li>Young age group: </li></ul><ul><li>By launching it in a colorful and attractive pack. </li></ul>Psychographics:
  32. 33. <ul><li>The distribution of SPIN N CLEAR is done by a distributing agency </li></ul><ul><li>The company has divided Pakistan into 2 parts: </li></ul><ul><li>Sindh </li></ul><ul><li>Punjab </li></ul><ul><li>Sindh is further divided into 3 zones: </li></ul><ul><li>Karachi </li></ul><ul><li>Hyderabad </li></ul><ul><li>Sukkur </li></ul><ul><li>Punjab is further divided into 4 zones: </li></ul><ul><li>Lahore </li></ul><ul><li>Faisalabad </li></ul><ul><li>Islamabad </li></ul><ul><li>Multan </li></ul><ul><li>Each zone is fed by a warehouse , which feeds 60 towns around each zone. </li></ul>Distribution Strategy:
  33. 34. Distribution Structure Detergent Industry National Sales Distributor Regional Sales Distributor Common Distributors Wholesalers Large Retailers Macro Outlets Retailers Final Consumer
  34. 35. IMC: <ul><li>Hoardings </li></ul><ul><li>Danglers </li></ul><ul><li>Paper ads </li></ul><ul><li>Truck floats </li></ul><ul><li>TV ads </li></ul><ul><li>Radio ads </li></ul>
  35. 36. Hoarding:
  36. 37. BUS Floats
  37. 38. Promotional Campaign:
  38. 39. Strategy Alternatives Improve packaging of product as the current plastic bags once get opened are hard to maintain and handle. Branding some local laundry shops and selling the product to those shop owners at minimum revenue. Go into new products like liquid washing solution / laundry detergent that is super concentrated so you use 75% less liquid could be the, meaning less packaging and easier carrying.
  39. 40. Attracting consumers through detergents with functional benefits such as scents, creating new forms of products such as liquid detergents. Entering adjacent markets such as the pre-wash and post-wash segments. Strategy Alternatives
  40. 41. <ul><li>Fixed Costs </li></ul><ul><li>Product Launching Cost </li></ul><ul><li>Unit Cost (Variable Cost) </li></ul>Financial Aspects:

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