MARKETING PLAN

PROJECT
JK LAKSHMIPAT UNIVERSITY

[HAND SANITIZER]
SUBMITTED BY – ARSH GUPTA & NIRDESH AGRAWAL
 ACKNOWLEDGEMENT

 We would like to express our gratitude to

the faculty who helped us in
accomplishing our project.
 EXECUTIVE SUMMARY

Is going to launch a hand sanitizer which is

capable of fighting with germs, bacteria
and virus. It will also help people to
improve their personal hygiene and avoid
falling ill. The location of the company is in
Seoni- Malwa (Madhya Pradesh).Initially,
product will launch only in Seoni malwa.
Total budget for the launch of the product
as well as for the marketing will
approximately 10 thousand. We will
distribute the sample to the people in our
town so that people can be aware of the
quality of our product. It will also provide
benefit to our sale. The price for 50 ml
bottle of our product will be Rs.20.
 Content
S.No Title Page No
01 Introduction 5-6
of our
company
02 SWOT Analysis 7-9
03 Business Aims 10
and Objective
04 Profile of 11
target market
05 Basis of 12-13
Segmentation
06 Targeting and 14-15
Positioning
Strategy
07 Positioning 15
Statement
08 Pricing 16
Strategy
Introduction of our company

This company was founded during the

Pandemic because we found an
opportunity for it to start. We started this
company keeping in view the demand and
supply of the sanitizers during the very
beginning of the pandemic. As the demand
was increasing rapidly but the supply was
not enough to fulfill the demand, so we
saw it as an opportunity to start our
company.

Marketing offering

Market offering is more than the product

itself, it provides additional value to our
customer, such as availability, convenient
delivery or quality of product. Our product
will be available 24/7. Customer well get
the product delivered on their doorsteps.
 SWOT Analysis

Strength:
 Ease of availability to the people in town.
 Certified by the government medical team,
so people can trust it and buy it, as the
product is new in the market.
 Well designed product packaging, so no
need to worry about the leakage of the
product.
 Reasonable pricing, so it can sustain in the
market.

Weakness:
 The creation of a new company division
makes it difficult to have specific goal in
mind as we perform day-to-day activities.
 Our product will not be widely available out
of the town, so the sales will be a little low in
comparison to other companies.
 The packing will not be very fancy and
luxurious so we might lack somewhere.

Opportunity:
 The range of the products can be increased
once it sets its foot in the market.
 There is high demand of the product in the
market.
 The place we target to sell our product in,
does not have a large no of competitors for
this product.

Threats:
 The cost of raw material may vary in future,
which may cause increase or decrease in our
prices.
 Time management can be a major issue.
 Post pandemic the demand may decrease
resulting in decreased sales.
 Business Aims & Objectives

 Survival – To keep the product exist in the

market even after the pandemic.

 Profit maximization – Try to make the most

profit possible by providing good quality of
product and get the raw material on a lower
prices.

 Sales growth – To increase the targeted area

of sale which in future will increase the sale
of the product.
Market Targeting

 Geographic – Our targeted customer is the

local people of our town.

 Demographic – The product is made such

that people of all ages and income type can
afford it and use it.

 Behavioristic – Customer will get good

quality product on lesser price compared to
other competing companies.

 Usage Frequency is higher in this pandemic

then usual.
Basis of Segmentation

 Geographic Segmentation – We have

considered the local people only as it will be
easier to distribute the product.

 Demographic Segmentation – We have kept

the price of our product low as the people
of our town is not as rich to afford high
priced product.

 Behavioral Segmentation – During the

pandemic we noticed that the people tend
to hoard the sanitizers and also there is a
shortage of the same so we decided to start
this line of product.
 Psychographic Segmentation – Due to this
pandemic there is a huge change in the
lifestyle of the people, now the people are
subconsciously panicked by the virus and
they believe that the use of the sanitizer
can protect them from the attack of the
virus.
Targeting Strategy

 Undifferentiated Marketing – We are

targeting the whole market with one
offer. We are focusing on the common
need of hygiene during this pandemic.

 Local Marketing – We considered the

increasing need of sanitizers among the
local people of our town and hence
introduced our product to them.

Positioning Strategy

 Price and Quality – We are providing

good quality product on lower prices
than the existing companies.
  Specific use, occasion and time – Keeping
in mind the hygiene during this
pandemic.

 Product attribute and benefits –

Prevention from the COVID Virus.

Positioning Statement
To all the people of our local town who cannot
afford high prices sanitizers which is very
important during this pandemic, SaniWell is
the brand that brings you high quality product
on low prices. This is because as per the
guidelines from WHO, the use of sanitizer can
prevent you from this severe diseases
spreading all over the world these days.
Pricing Strategy
The price for 30 ml pack will be Rs. 10
Each pack of unfilled bottle gives us a cost of
Rs. 2.5
And, other costs of product goes upto Rs. 5
Each bottle consists of a cost of around Rs. 8
Which gives us a Profit of Rs. 2 per bottle sold
Our other directly attributable Cost are around
15000 Rs.
So, Bep = 15000/2
7500 bottles
We are following a Penetration Pricing for this
Item , As it is for benefit of people to save
them from This brand Pandemic ....
And ,ensure their Well-being