marketing plan -blaze detergent

1. Marketing Plan
Ankita Sharma
Arshpreet Kaur
Brij Bharti
Gaurav Singh
Kajal Sharma
Priya Mathur

4. MISSION
• Transform the detergent category.
• Higher quality product at attractive rates.
• Stakeholders’ interest.
• Stain free clothes from the inside and germ free from the
inside.
• Higher Profitability
• Efficient and innovative work ethics
Company’s Purpose

5. Company’s Purpose
VISION
• Aspiring global brand.
• Sincere and dedicated efforts.
• Commitment
• Consistent improvement.
• Focus on health and hygiene.

6. Company’s Purpose
VALUES
• Performance
• Reliable
• Iimproving Health
• S ustainability
• Transformational
• Integrity
• Nuturing
• Efficient

7. Company’s Purpose
GOALS
• Series of short-term goals
• Sustainability
• Improving lives
• Keep clothes hygienic

8. Market and Competition Analysis
Currently sized at
₹12,000 crores
Premium – 15%
Mid-Range – 40%
Popular – 45%
Per capita
consumption – 2.7kg
Industry Size

9. Market and Competition Analysis
Grown from ₹57 bn in
2003 to ₹130 bn in
2011; ~11% growth.
Grown at 14% CAGR
Expected growth
rate of 7% to 9% p.a.
in terms of volume.
Trends & Growth

10. Market and Competition Analysis
Good demand,
Inputs’ availability
and Export-Import
potential
HUL
Nirma
P&G
RSPL
Henkel
Wheel
Ghari
Surf
Nirma
Tide
Henko
Others
Business
Potential
Competitive Brands and
Products

11. 42%
15%
26%
17%
Market Share: Manufacturer-wise
HUL
RSPL
Nirma and P&G
Godrej, Henkel and Amway
Market Share

12. 19%
17%
14%14%
10%
7%
19%
Market Share: Brand
Wheel Ghari Surf Nirma Tide Rin Others

13. SUPPLIER POWER
Established brand awareness
and customer loyalty, high
competition for market share
and profits
THREAT OF NEW
ENTRANTS
New entrants with innovate
ideas or category for
detergents would, thus,
lower industry profitability.
BUYER POWER
Rapid change in Fabric
Care Technology can make
differentiation in the
industry narrower.
Customer tend to follow
their preferences.
THREAT OF
SUBSTITUTES
Brands with similar benefit
and price in the future or
customer preference.
RIVALRY
Many companies
look for innovation
and cost reduction
for the customer.

14. STRENGHTS WEAKNESS
SWOT
THREATSOPPORTUNITIES
• 3 in 1 product: New category
• Less operational cost
• Long lasting impact on customers
• Good brand visibility
• Established distribution network
• Presence of well-known brands
• Limited market share
• Customer brand loyalty
• Weak advertising
• Low export levels
• Untapped rural market
• Untapped detergents not promoted
• Increase in purchasing power due to
rise in income level
• High spending on FMCG goods
• Innovation by competitors
• Change in customer preferences
• Low profit margin
• Removal of import restrictions to
promote domestic brands

15. Laundry Service Users Domestic Users
Age (in years) 18-25 25-40 Above 40 18-30 30-45 45-60 Above 60
Frequency Weekly
2-3
days
Weekly
Daily/2-3
days
Daily Weekly 2-3 days
Region SU/U U U SU/U R/U R/U R/U
Gender M/W M/W M M/W M/W W W
Income Low Med Med/High Low/Med Med/High Med/High Low
Price Sensitivity Low Med Low Med Med Med/High High
Require stain
removal
High High High High High High High
Expected Quality High High Med Med High High Med
Fragrance Strong Mild Mild Strong Strong Mild Mild
Germ-Free High High High High High High High
Segmentation

16. Targeting

17. PRODUCTION
COMPETITORS
PRICING
INNOVATION
COST
EFFECTIVENESS
SUBSTITUTE
SLOW GROWTH IN
EMERGING MARKET

18. ANTIBACTERIAL
CONDITIONER
CLEANSER
FRESHNER
HIGH PRICE
CARE
LOW PRICE
FEEL GOOD
PEARL
SURF EXCEL
COMFORT
VANISH
ARIELHENKO
WHEEL
NIRMA
EZEE
REVIVE

19. Product
Prevents Allergy
Reliability and Fight Stains
Fabric Care
Health and Hygiene
Anti-bacterial Product
Long Lasting Fragrance
Hand mildness -Skin Friendly

20. Place
Convenience storesGrocery stores

21. Price
Pristine has adopted
price adjustment
strategies having
discount pricing as they
offer
this promotional strategy
pricing strategy also came in
progress as their product was
promoted through it sales
increasing rapidly.
competitors in upper
class segments are surf
excel offer half kg of surf
I the market of Rs 107 .
available in different
sizes in the market for
different prices

22. Promotionpromotion on
online Facebook
community and
twitter
,whatsapp,banner
impression,
pamphlets etc.
Tie ups with
NGO for clean
drive
awareness
providing
awareness
building
campaigns
News
paper
ad
Providing
complementary
gift offer such
as sanitizer
sachet

23. Navi Mumbai
Central line
Western Mumbai
Sales person
Sales person
Pristine
retailer
salesperson
Distribution channel

24. supermarkets

27. Unorganised
stores

28. For adequate
self space we
Provide
discounts to the
channel
members
Channel members

30. TESTING MARKET-sachets
Place --------MUMBAI
Obtain and interpret the test results and
make changes in product
Teasers and advertisement
Pre
launc
h

31. Navi Mumbai
Central Mumbai
Western Mumbai
Launch in
three places

32. Get
feedba
ck
Make
chang
es
Monito
r every
3
month
Product
follow up-
----
Advertise
ment in
mass
media

34. BLAZE
Antibacterial

36. BLAZE
SURAKSHA
ABHIYAAN

40. TV
advertisement