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সুলভে সুরক্ষা

Company- Dabur India Ltd.

Brand- Dabur Sanitize
Dabur today operates in key consumer product categories like Hair Care, Oral Care, Health Care,
Skin Care, Home Care and Food. It has announced its entry into the Hand Sanitizer market with
the launch of ‘Dabur Sanitize’. Available initially across all e-commerce platforms. The brand
decided to launch its Hand Wash product and grab the market amidst the dying need of hygiene
all over the world. The product competes highly in terms of price and promises the standard
99.9% germ protection. The slogan সুলভে সুরক্ষা signifies it’s affordability and protection assurance.

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Internal and external analysis

S STRENGTHS

WEAKNESS

T
W SWOT
THREATS

OPPORTUNITIES

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 Five Forces Analysis

Bargaining
power of
Threats of buyers
new entrant
Threat of due to many brands
Internal Substitution buyers have so many
In this pandemic and
rivalry and also after this pandemic options. Technically
Bargaining competition Hexisol, hand sanitizers this is an advantage
power of more brands will try to
The winter is coming for us because we are
suppliers Competition is vast enter in the market.
and people sometimes providing our product
and the market is Because the demand of
don’t want clean their with low cost already.
Bargaining power of matured. So many this now high and they
hand with cold water. The bargaining power
suppliers is low strong brands are would try to come with
Alongside the price of of buyers is high in the
because of matured already dominating new features, ideas to
hexanol is cheap. But market and buyers
market. So many the market. But due penetrate the market.
according to our survey might prefer our
established brands are low price they can So, this threat is much
threats of substitution product for low price.
already in the market. challenge the race higher
is not so high

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 Sales

OBJECTIVE- KPI
25%

Financial KPI
• 25% Market share Year 1 75%

• 80%+ ON-SHELF AVAILABILITY

CUSTOMER FOCUSED KPI

• Conversion rate (5-10)%
• Customer retention rate 25%+

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CUSTOMER PSYCHOLOGY STP
SEGMENTATION

Geographic
Urban and Sub-urban
Demographic
Females(House wives), grocery shoppers
Socio economic
Middle Class* and Upper class ( Sec A+ , Sec A, Sec B+, Sec B)
Psychographic
Educated millennial, Hygiene conscious

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 CUSTOMER PSYCHOLOGY STP Nego Legends

Targeting
Targeting
1. Residential- Housewives, Millennials, Grocery
shoppers
2. Commercial- Hotels, Offices, Factories, Malls,
Restaurant

Distribution Channel
Hypermarket/Supermarket

Convenience Store

Specialty Store

E-Retailers
 CUSTOMER PSYCHOLOGY STP
Positioning

• Affordable & accessible hygiene solution

• Highest Standard in Quality

Points of parity Points of difference

• Germ Protection • Coconut Milk

• Ease of use • Highest Quality
• Average price • Most Competitive
price

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Consumer Psychology (Survey)
A survey among 50 induvial was conducted

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 Consumer Psychology (Survey)
A survey among 50 induvial was conducted (CONT.)

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 USP সুলভে সুরক্ষা

Handwash
• Enriched with Coconut oil for higher moisture
• Value product

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 Competitor Study
Dettol Handwash by Reckitt Lifebuoy by Unilever Salon By ACI
Benckiser

Market Share 7% 64% 25%

Origin foreign foreign local

Variants/ flavors 7 8 3

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 Marketing Strategies 4ps

Product
Liquid Handwash
-99.9% effectiveness in killing germs
-Contains Coconut milk

Price
Strategy- Penetration Strategy*Competitive pricing
Set at MRP 45

Place Super Markets/Hyper Markets- Shwapno,Meena Bazar,Agora,Mostafa Mart,

Unimart, Lavender, Daily Shopping etc. Online retail- MeenaClick, Chaldal, Jogaan, Sheba groceries,
Shwapno, Daraz grocery store,e-fresh store etc.
Grocery stores, Convenient stores, Departmental stores, Pharmacy and drug stores

Promotion Awareness Campaign1

Awareness Campign2
TVCs and Social Media marketing

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 Awareness Campaign 1
“ পিপিভে থাকভে না ককউ ”

• Action- Distribute Dabur Sanitize

Hand wash along with promotional
t shirts among 2500 rickshaw
pullers in urban + sub urban areas
around the country
• Impact- Awareness reach
estimated/week= 25,00,000 locals
all around
• Estimated total expense- BDT
2,00,000

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 Awareness Campaign 2
“Strategic Collaboration”

Dabur X Pathao, Sheba, Food panda,

Shohoj, E- Valy

• Action- 500 Delivery people

wearing t shirts showing both the
company’s persona and Dabur
Sanitize Handwash
• Estimated Reach- 100,000/day
• Estimated Expense- 100,000

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 TVCs Nego Legends

TVC For 1st Quarter

• Do it for your grand TVC for 2nd quarter
father and grand
mother, do it for those We protect each other
who shaped your world Emotion- Patriotism,
• Emotion- Family social responsibility
affection, family and
personal responsibility

Social Media Marketing

YouTube, Facebook and Google ads
High lights-
• Standard of Quality Additional KPI
• Added value of Coconut oil • social media reach and engagement
• Fight Covid Campaign • YouTube views
• Laboratory report promotion of the effectiveness of Dabur Sanitize
Handwash
Sales Funnel
Awareness
• 2 promotional Campaigns
• YouTube, Facebook and Google ads
• 2 TVC
Interest (Lead generation)
• Trust is built
• Quality promise is communicated
Decision
• Customers compare Dabur Sanitize Handwash with
the competitor products
• Assess the value they will obtain
Action
• Customer purchases the products

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 SCM Strategy
Biggest strategy is “MAKING THE PRODUCT HIGHLY AVAILABLE
Instead of investing millions on too many TVCs, billboards and other expensive advertisements, our biggest Tactics is
AVAILABILITY x EVERYWHER

Customer purchases Gets satisfied Comes again Initiates Word of Mouth Dabur 1– 0 Others

To ensure maximum availability

Challenge – Distribution Channel Optimization
Doable- Invest in
• E-Procurement
• E-Scheduling
• E-Logistics
Impact- Not only ensure highest availability but also will glorify the future of the brand.

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 Master Budgeting
QTR1 QTR2 QTR3 QTR4
QTR 1 QTR 2 QTR 3 Total
Estimated Sales 112,500 118,125 124,032 354,657 pcs
Quantity, growth rate
= 5%
Estimated Sales 5,062,500 Tk. 5,315,625 Tk. 5,581,406 Tk. 15,959,531 Tk.
Revenue (Per Unit =
BDT 45)
Estimated COGS, (Per 2,250,000 2,362,500 2,480,640 7,093,140 Tk.
Unit = BDT 20)
Gross Profit 2,812,500 2,953,125 3,100,766 8,866,391 Tk.
Fixed and other 4,750,000 4,650,000 2,050,000 11,450,000 Tk.
Expenses
Net Profit (1,937,500) (1,696,875) 1,050,766 (2,583,609)

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 Budgeting (CTD.)
Campaign Items Quantity/ Price Per Unit/ Total number of Cost
Month Month Reach Per
Month
Facebook Ads 1 month 50000 1800000 50000
Instagram ads 1 month 10000 90000 10000
Printed T- Shirt 3000 pcs BDT 70 210,000
Collaboration / Sample 1250pcs 80 3,000,000 100,000
Distribution
TVC making cost 2 TVC 2,500,000 5,000,000
TVC airing cost 4 channels, 6 250,000 40,000,000 6,000,000
months
Total Cost 11,450,000

Feasibility
Estimated Total Cost = 11,450,000 Tk.
Expected Total Number of Impression = (1,800,000 per month*3) + (8,000,000 per month*4) + (3,000,000 per
month*4) + (40,000,000 per month*6) = 289,400,000
Cost Per Impression = 0.040 BDT Nego Legends
 Contingency plan (selling with value pack)
If anything goes wrong, in that case we will use our plan B. We will combine Dabur sanitize with our
other products as like Dabur honey, Dabur amla hair oil, Dabur Vatika hair oil, Glucose, Health drink and
all together as a value pack, we will sell them in local market with discount. Alongside we will also sell
this discount package in online shops. The other products of Dabur is already well known in the market
and this will an extra edge.
Selling with bundle package our plan B to minimize the risk.

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 Big Idea

সুলভে সুরক্ষা

মারভে জীোনু ,োাঁচাভে জীেন

Justification
✓ Aligns with our brand philosophy

✓ Delivers the message of our hygiene promises

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