GROUP MEMBERS

Imtiaz Ahmed (53911)

Syed Abdul Rafay (41955)

Fahim Ali Jan (50003)

Irtaza Ismail (39402)

Muhammad Qasim (42009)

Sharjeel Ahmed Sheikh (41248)

Mohammd zayyan (52995)

MR. CLEAN
BE NEAT & CLEAN, BE SAFE
INTRO TO ENTREPRENEUSHIP
Table of Contents
Company description:..............................................................................................................................................1
Mission:......................................................................................................................................................................2
Vision:........................................................................................................................................................................2
Brand Core Strengths:.............................................................................................................................................2
Competitors:..............................................................................................................................................................2
Industry analysis:..........................................................................................................................................................2
Industry growth:.......................................................................................................................................................2
Problem identification – Gap analysis:.......................................................................................................................3
Proposed solution to the identified problem:.............................................................................................................3
Unique Selling Point:....................................................................................................................................................3
Target Market Analysis:..............................................................................................................................................4
Demographic:............................................................................................................................................................4
Psychographic:..........................................................................................................................................................4
Behavioral:.................................................................................................................................................................4
Demographic:................................................................................................................................................................4
Competition analysis:...................................................................................................................................................4
Promotion:.....................................................................................................................................................................4
Social Media Platform:.............................................................................................................................................4
Targeting:..................................................................................................................................................................5
Promotional Objective:............................................................................................................................................5
Budget Strategy:........................................................................................................................................................5
Place:..........................................................................................................................................................................5

Company description:
Mr. clean, a brand owned by P & G, is a cleaning product. Since 1950’s Mr clean has been used
in households around the globe and is recognized internationally. Initially, In the 1950’s
Linwood Burton a businessman operated a company that hired individuals to clean boats, which
was a tremendously difficult and took a lot of elbow grease and even more harmful toxic
cleaning products, So in order to preserve the employees’ health, he formulated a super powerful
cleanser that was effective and less caustic that wouldn’t harm the health of his employees. Mr.
Clean was developed in an effort to clean ships without having to pay significant premiums in
disability claims for his workers. He named this new product as “Mr. Clean” and after 8 years in
1958, he sold the patent to Procter & Gamble. Within six months of its debut, it was one of the
best-selling cleansers on the market. Mr. Clean was the first liquid cleaner to be sold in plastic
bottles, Later in the decade, Mr. Clean new fragrances scent were released.
Mission:
 To become the best, toughest, hardest working cleaner in history and creating a safe product to
keep your home neat & clean, healthy family while supporting a cause that keeps the world
healthy.
Vision:
We believe that product’s quality should be competitive that clean your premises to your highest
expectations.
Brand Core Strengths:
We are committed to respect, because people should always be treated with dignity honesty and
legitimacy, we will celebrate the diversity of people with no any discrimination on the basis of
race, color, gender, caste and language and we respect people for who they are and what they
bring.
Competitors:
Biggest competitors in the market is HARPIC by reckitt bankister with a share of 18.5% and
80% share in Pakistan’s cleaning market, and DOMEX by unilever on no.2 with a share of 11%
share in market, however 70% consumers use unnamed local acids.

Industry analysis:
As we comprehend the Pakistani market, the item used for cleaning purposes are a Low
contribution (involvement, detailed) items. This is on the grounds that customers doesn't look for
much clear data for such items. They are normally mindful of the advantages offered and about
the top brands in the market. We see that solitary 2 players HARPIC and DOMEX are significant
players in the market and consequently the customer needs to settle on a simple decision. The
customers would normally go to explicit shops, for example, general stores to purchase the item.
We feel this is on the grounds that it is a low contribution item and availability of the specific
brand is the key, as the buyer can without much of a stretch change to the contender brands.
Industry growth:
According to industry experts, consumers are more than willing to pay for convenience when it
comes to cleaning, which explains the proliferation of toilet cares in the marketplace.
As we can see in Pakistan the only two products that can compete with Mr. CLEAN are
HARPIC and DOMEX. They have a very stable market and also growing as per daily basis.
Sales and gross margins of HARPIC are recorded with 8% to 9% increase in 2019.
Toilet care products sales are raising as because of the recent Covid19 period demand for
products in toilet care surged following the initial outbreak of COVID-19 in Pakistan and the
announcement of lockdown measures in the country. This led to higher than average sales
growth in 2020 as consumers focused their attention on improving and increasing their hygiene
and cleaning practices at home in order to protect themselves and their families from potential
COVID-19 infection.
As per (Reuters) - Procter & Gamble Co raised its annual sales and earnings forecasts on
Tuesday, as coronavirus-driven home cleaning pushed sales of the consumer goods giant’s home
care products as much as 30% higher. Sales of home care products like Mr. Clean rose by
double-digits percentages across its regions.
In according to our research Mr. Clean is a well-known and successful product in many countries
like USA, UK, Germany, Turkey and India etc. It can easily acquire market in Pakistan and can
compete with Harpic and Domex with its performance.
Key Players:
Mr. Clean a pioneer and leading brand in the cleaning category. Mr. Clean comes with a vast
product line and can be helpful in many areas like in cleaning your Kitchens, Baths and Toilets
as well as cleaners used for house hold purposes, it can assist you with your car wash. Comes
with antibacterial technology which helps killing germs that can cause your children illness or
help you getting tackle dirt marks from your shoes with its magic eraser feature. Mr. Clean
cleaners have sweet fragrance, for its consumers those are sensitive to smell or have allergic
issues but they are forced to bear it for hygiene or cleaning purpose.
Products Offered:
 SHOP Magic Erasers: (Soap Scum, Grease Fighting Power, etc.)
 Sheets (wipes)
 Multi-Surface Liquids: (Toilet Cleaners, Pet Cleaners, and Furniture Cleaner etc.)
 Multi-Surface Sprays

Problem identification – Gap analysis:

70% of customers use unnamed local acids, because Nonylphenol Ethoxylate is found in many
detergents and has been linked to kidney and liver damage, hormonal issues, impaired growth
and metabolism, cancer, and increased mortality in rainbow trout. Nausea, diarrhea, and skin
irritation are all symptoms of phosphates, a common chemical found in detergent.

Proposed solution to the identified problem:

But we will educate our people that our product is for there own betterment and it will not cause
any harm to them. We will raise awareness by launching multiple campaigns supporting Mr.
Clean and demonstrating the negative consequences of poor hygiene. Since people in rural areas
use less cleaning items, we should try to educate them to gain market share in these areas.

Unique Selling Point:

Our product is free from all dangerous chemicals which are harmful to human. Our product work
on triple action formula Cleanliness, odorless, long lasting fragrance” Mr clean All-Purpose
Cleaners removes soap scum and stubborn grease while killing 99.9% of viruses and bacteria. It
lasts for a long time and may be used on hard, non-porous surfaces in the kitchen, bathroom, and
other parts of the house, including the bathroom Kitchen and households.
Target Market Analysis:
Demographic:
Mr. clean is cleaning product so our mainly focus in woman’s at the age of 35 to 50.
Psychographic:
The selected customers (women of age 35-50) who care about their family’s health and would
rather spend time with their families versus wasting the extra time cleaning . This segment is
unique in that while they desire having a clean home but their main concern is the health of their
family.
Behavioral:
To launch Mr. clean in Pakistan we will collect behavioral data of people’s perceptions and
decision making methods their motivations and priorities as well as learned habit which are
controlled unconsciously.

Demographic:
Mr. clean will be active physically in popular supermarkets and more importantly, we will be
using social media such as Facebook and Instagram to connect and build a healthy relationship
with the target customers.

Competition analysis:
The main competitions of Mr. clean are Harpic cleaner, Domex cleaner, Flashs so we will focus
on our product‘s availability to take some ground in the market by selling it on a fair price. As
our large target market is middle class so if the prices are not affordable we can never create
brand loyal consumers to compete with the existing brands.

Promotion:
Social Media Platform:
Social media is a worldwide trend that will continue to grow in the future. For Mr. Clean to
increase cross selling, Instagram, Facebook Snap chat and Google adds will be used to connect
and engage with Mr. Clean consumers. Currently, On the other hand, Email marketing will be
used. Through this marketing technique, consumer will be communicated via Email and response
will be taken.
Moreover, company has also decided to market its product through celebrity endorsement.
Hiring celebrities as social media influencers. e.g. you tuber’s, vlogger’s, content writer’s and
genuine celebrities e.g. Fahad Mustafa
Targeting:
Target area will be urban because of the 85% share with 25.5 million dollars value. Generally,
Mr Clean doesn't have a specific target and is routed to everybody. In any case, the principle
customers will be are 21-41 years old individuals. Overall, whole public from 20 to 70 years will
be our target audience. But to narrow done this to a certain extent on the basis of age, the center
objective crowd of Mr clean is adult between 20 and less than or equal to 50 years old. Our
targeting will not be focused on gender but according to our research females are regarded as
queens of cleaning moreover estimation show that Responsibility for product purchasing largely
mirrors who is doing the cleaning—with even greater female influence. More than half of global
respondents (51%) say the female head of household buys the majority of cleaning products.
Nearly one-quarter (23%) say it’s a shared responsibility, and slightly fewer (21%) say the male
head of household is responsible for the majority of purchasing. Finally, Mr. clean consider each
customer as a target and a potential consumer all age groups are being targeted but the most
potential is the age group from 21-41.
Promotional Objective:
Utilizing these social networks gives Mr. Clean a chance to draw in consumers and engage with
them in an effective manner. Since women make up such a drastic percentage of the online
audience, Mr. Clean needs to grab their attention to make them aware of Mr. Clean’s online
presence, their involvement in charitable organizations and how this brand is helping the world
and in turn, their families. This will build brand loyalty that will turn into cross-selling of the Mr.
Clean products.

Budget Strategy:
Mr. clean come up with a budget of RS 5 Million. Money will be used on launching ceremony,
covering all over country, whereas celebrity will be called to represent Mr. Clean product to a
large number of consumers, celebrity advertisement will be done on this stage. Moreover, Sale
representative will be hire to guide people about the product. Company has also decided to
provide its products to consumer with free samples & Product will also be displayed on super
market so that more consumer will be accessible to it.
Place:
It is important to grab the attention of the consumer and bring them to the aisle where Mr. Clean
is sold. Since the bald head of Mr. Clean is very well-known and the Healthy Mother, Healthy
Baby Coalition is an organization many consumers would be interested in, it’s important to use
these in advertising. 76% of shopping decisions are made in store, therefore it’s vital to catch the
target consumer’s attention before she even enters into the store.
PROVINCE CITY AREA STORE
SINDH KARACHI JOHAR IMTIAZ,
CHASEUP
PUNJAB ISLAMABAD KORANG ROAD I- SAFEWAY
10 STORE,

RAW MATERIAL
 MERCHANDISE/INVENTORY

     
Mr Clean MAGIC ERASER (50000 piece)
     
FORMULA: Demineralised water 120ml, Melamine Sponge, Formaldehyde Liquid gas 5gm,
Sodium Bisulfite 16gm.

PARTICULAR WEIGHT/Volumer PRICE

Melamine Sponge 50000 piece 1,543,000

1000gm/5gm=200*250 kilogram=
Formaldehyde Liquid 50000 piece 185,160
1000gm/16gm=62.5*800
Sodium Bisulfite kilgram=50000 piece 32,094
DM water (Demineralised water) 6000 liter  
____________________________________________________________________________________________
Total   1,760,254.00000
Cost Per Unit (CPU)   35.20508

     
Mr Clean TOILET CLEANER (500ml X 180000 bottles)
     
FORMULA: Demineralised water380ml, Acetic acid 50ml, Acid slurry 50ml,
Cautic soda lye 20ml, Essence 5ml, Purple color, Urea 5 gm,

PARTICULAR WEIGHT/Volumer PRICE

Acetic Acid 1 metric ton 694,350

Acid Slurry 1 metric ton 1,388,700
Caustic soda lye 400 kg 111,096
Essence (Lemon Fragrance Liquid Oil) 100 kilogram 27,774
Purple color liquid 1 metric ton 83322
Urea fertilizer 100 kilogram 55,548
Plastic toilet cleaner bottle (500ml) 20000 piece 5,554,800
Plastic Branding 20000 piece 405,000
Water 7600 litre  
 _____________________________________________________________________________________________
Total   8,320,590
Cost Per Unit (CPU)   46.2255

     
Mr Clean SURFACE CLEANER (500ml X 150000 bottles)
     
FORMULA: SODIUM LAURYL ETHER SULPHATE (70%) 7%, SODIUM LAURYL
SULPHATE 5%, CONDITIONER 5%, FOAM BOOSTER 3%, SKIN SOFTENING
AGENT 2%, VITAMIN E 1%, GLYCERINE 7%, EDTA 2.5%, CITRIC ACID TO
pH 6-6.5%, SALT ~5-6%, PRESERVATIVE ~ COLOUR ~ FRAGRANCE ~
WATER To 100_ white vinegar 100ml, Demineralised water 250ml, pinr oil 25ml, Essence Fragrance 5ml, green color
powder, camphor powder 20 gm.

PARTICULAR WEIGHT/Volumer PRICE

 Liquid Soap 2 metric ton 3,471,240

white vinegar 2 metric ton 2048.10105
Pine oil 500 kilogram 2,314,500
Essence (Lemon Fragrance Liquid Oil) 100 kilogram 23,145
Camphor powder 400 kilogram 54,437.04
Green color powder 1 kilogram 1,157.25
Spray Plastic Bottle 20000 piece 5,323,350
Plastic Branding 20000 piece 337,500
DM water 5 metric ton  
________________________________________________________ ____________________________________
Total   11,527,377.39105
Cost Per Unit (CPU)   76.84918261

Cost of Equipment, Land, and Tansportation (Assests)

PARTICULAR PRICE

Liquid Toilet Cleaner Plant 1,200,000

water well bore hole drilling for DM water 7,704,500
industrial land (5 arces) 40,000,000
contruction of industrial land + Furniture 10,000,000
chemical packing Drum (6000) 607,200
Chemical Mixer 200,000
toilet cleaner Liquid Filling and Packing Machine Prodcution line 2,005,900
Multi Surface Cleaner Filling CappingLabeling Production Line 2,500,000
sponge production line packing making 12,344,000
JCB FORKLIFTER vehicle (8) 2,000,000
Industrial chemical liquid mixing tank (3) 3600000
Master Foton M-280 vichel (10) for tansfer the product to retailers 20,000,000
   
__________________________________________________________________________________
Total 102,161,600