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Crystal wash final (group 3)
1. GROUP 3
Hafiz Zain Ul Abdin 17110285
Syed Faizan Haider Zaidi 17110187
Aleeza Ahmad 18020157
Muhammad Usman Siddiqui 17110207
Muhammad Atif Rasheed Malik 18110290
3. Introduction
Crystal Wash started from a desire to change the way we wash clothes by naturally
cleaning our clothes, and enhancing the longevity of our clothes.
Crystal Wash is a new proven technology that will last for up to 1000 loads of laundry.
Using the power of Bio Ceramics from the earth, you can naturally clean your clothes as
effectively as laundry detergent and it is better for your skin, the
environment and more gentle on your fabrics.
These special Bio Ceramics were developed using various minerals with very effective
antibacterial and anti-oxidant properties.
4. Segmentation
MAKRET SEGMENTATION:
Level of Market Segmentation: Segment Marketing
Geographic: Lahore
Demographic: Age and Gender
Psychographic: Social Classes
(Middle upper and upper classes)
5. Need Analysis
Quality wash (stain removal)
No side effects
Retention of softness of fabrics
Fragrance (fresh aroma OR non bleach whitening)
Ease of use (saving of time & money)
Initiative to address the needs:
Crystal Wash translates all the above needs into a
complete market offering
8. Data Collected
Age-Group and Family Size:
UNDER
20
20-29 30-39 40-49 50-59
3
8 7
17
3
Age-group
Family Size
Below 3
three-five
6 and above
9. Data Collected
Social Class (Indirect Questions)
18
7
13
1-3 4-6 6 or more
Outings/Month
25
9
4
1-4 5-7 8 or above
Branded Clothes/Quarter
10. Product
Consumers feel that their current product
needs improvement.
This ensures that Crystal Wash
can replace consumer’s existing
choices by catering to specific
needs.
2
12
13
7
4
Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
Needs Improvement?
11. Our product according to
consumer needs
0 5 10 15 20
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Fragrance/Anti-allergic
components?
Fragrance:
• No added perfumes.
• Odourless.
• If a ‘scent’ is required additional softeners
may be used.
Anti-allergic components:
• Effective in disinfecting odours.
• No chemicals in the product which is
suitable for people with allergies.
• anti-oxidant properties
12. Our product according to
consumer needs
0 5 10 15 20
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Environment Friendly?
Preference of a detergent
being environment friendly:
• Crystal wash is all-natural
• Non-toxic
• No chemicals and dyes
• Carefully developed to be
gentle on all type of clothing
including delicates.
13. Pricing Analysis
Pricing analysis based on survey
10
19
9
Below 1 KG 2-3 KGs Above 3 KGs
Consumption per month
24
6
2 1 3 2
Surf Excel Ariel Express
Power
Brite Bonus Other
(please
specify)
Preference of detergent brands
14. Pricing
Based on the projected demand and analysis from
the quantitative survey
The price for each unit is PKR 8000
Profit Margin = 25%
We would break even in 5 months
15. Pricing: Budget Plan
Fixed Cost:
Salaries of 1 supervisor and 4 salespersons
Marketing Cost
Warehouse cost
Variable Cost:
Product and Shipping Cost
Delivery Cost
Custom Taxes
16. Promotion
Promotion based
on need analysis:
Since some consumers preferred
having fresh aroma rather than
having odourless clothes, a
promotion strategy of bundling
will be used to capture this
market. Evidence proves that this
will be successful.
I will
probably buy
it
37%
I will give
it a closer
look
34%
I won’t pay
much
attention to
it
29%
BUNDLING OF DETERGENT WITH FABRIC
SOFTENER
17. Promotion
Previously, consumers were
reluctant to adapt to the
technology that our product was
offering.
Promoting Crystal wash through the
depiction of it’s functions
by sales representatives will
prove to be an effective
promotional strategy.
6
13 14
2 3
Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
Increase in willingness to buy
through
Sales representatives
18. Promotion
9 9
20
Regular
detergents ads
like Ariel and Surf
Excel
Informative ads
focusing on
product functions
A blend of both
Persuasive or Informative?
12
21
2 3
Sales
representatives
TV
commercials
Billboards Print Media
Medium that influences the purchase
decision
19. Promotion
(The complete plan)
TV Commercials
Strategic alliances with washing machine sellers
Sales representatives: Demos in supermarkets
Billboards
Social media advertising
After sale customer surveys
Website
22. Competitors and
Positioning
24
6
2 1 3 2
Surf
Excel
Ariel Express
Power
Brite Bonus
Other
(please
specify)
Famous brands among consumers
Yes
76%
No
24%
Loyalty Status Yes
No
23. Competitors and
Positioning
Crystal Wash is positioned to cater the market which faces the
problems of:
Fading colours of clothes
Allergies triggered by the use of detergents
It also serves to cater the market which prefers:
A low chemical content
Anti-bacterial components in their laundry process
Being close to nature
Political:
As we are going to import the product and would not manufacture it in our own country so variations in the custom tax would effect the revenue we will earn through our product. We will be quite ethical in paying our custom taxes as it is common perception of the businesses in Pakistan to use side ways and bribery to escape the custom tax.
Economic:
Unstable Economic condition may be a challenging factor to launch such a product in Pakistan but its performance in other parts of the world has shown that ROVacc is sustainable in the market.
A growing economy with an increase in the upper middle class.
Fall in the price of petrol.
Conventional Vacuum Cleaners:
It would be a great challenge for us to convince our customers to use this new technology as people are prone to use conventional vacuum cleaners.
Domestic Workers:
It is a common practice of the people in Pakistan to hire maidservants to clean there places so they may be our competitors as purpose of our product is same.
International Competitors:
A few companies like Samsung and Agama are providing Robotic vacuum cleaners in Pakistan through private importers.
Budget Plan:
As far as our product is concerned we will not manufacture our product but will import it from foreign manufacturers. So, our fixed cost will be just office rent, advertising cost and salaries. While, our variable cost will depend upon the number of orders we will receive in which the major cost of the product we will order, delivery cost and others.
A major chunk of our cost would be advertising and promotion cost which is very necessary for us as it is a new product and most of the people don’t know about robotic vacuums.
As far as the salaries of supervisors are concerned we will require 1 supervisor and 4 salespersons in one office and their salaries totaled 1,200,000.
There would be two offices in three major cities and one would be in each other city which costs 420,000 rupees per month in total.
Billboards would cost around 1 million in all places as we won't spend too much on them but it will increase every year.
Exhibitions, Demos, and other promotional costs will be around 500,000 rupees.
Custom taxes will vary according to the number of products we order.
One product purchase cost is around 80$ and we will sell it around 160$ minimum. Taking all costs into consideration we will earn 20$ to 30$ on each product covering all fixed and variable costs. So, if we would be able to sell 1000 products in 7 cities of Pakistan (and it will increase every month if our product may succeed) in 1st month, we would be able to break even in less than a year.
Based on sales, our advertising cost will increase every month. But according to our estimate we will be able to earn 20$ profit on each product, So after 5 years our profit could be $1.2 million.
A demo is a form of sampling when a product or service is demonstrated during actual use. Demos are most commonly displayed in supermarket store such as Metro, Hyperstar to introduce a new food product. Large number of families visits that markets regularly and placing our Rovacc for Demo would allow people to test the product.
Exhibitions in major cities expo centers is our another place where we are going to launch our new product. Expo center of Lahore provides a handful opportunity to display our product to the local market.
Bill Boards in high class areas such as Defence and Model town as the income level of the people living here is high.
Sample products in major shopping malls such as Rja Sahib in Lahore. Al fateh is another place where women regularly visit so displaying our product there would be another of our approach to reach the customers
After sale customer surveys: regularly contacting customers after a sale to gain customer satisfaction because we believe in creating a loyal customer.
