SHADOW PROJECT

ON

LIQUID HAND WASH CATEGORY

Prepared by:

Dhirendra Bam

Kripa Kandel

Smriti Bhujel Chhetri

Sunil Kumar Bist

Sushanta Prakash Dhungana

MBA 15th Batch, SOMTU

Submitted to:

Mr Subhang Rai

Course Facilitator, Applied Marketing

Planning Tribhuvan University, School of

Management

In partial fulfilment of the requirements for the degree of

Master of Business Administration (MBA)

March 2021
 ACKNOWLEDGEMENTS

This report has been prepared in partial fulfilment of the School of Management's academic
requirements, Tribhuvan University (SOMTU), for the fourth semester of the MBA
curriculum. We want to express our gratitude towards the Faculty of Management, SOMTU,
to offer the subject "Applied Marketing Planning".

We are privileged to prepare this report under the supervision of Mr Subhang Rai, course
facilitator of Applied Marketing Planning, School of Management, Tribhuvan University. We
want to extend our heartiest gratitude towards him for his valuable suggestions, ideas, and
advice for our betterment and improvements.

Further, we would like to give special thanks to all the respondents who gave their valuable
time to fill out the survey, without which the project would not have been possible.

Thank you.

Group-4

ii
 Table of Contents
ACKNOWLEDGEMENTS ii
Table of Contents iii
List of Tables v
CHAPTER I 1
INTRODUCTION TO THE BRAND/PRODUCT 1
1.1. Background 1
1.2. Market Scenario 1
1.3. SWOT Analysis of the Brand/Product 2
1.4. PESTEL Analysis of the Brand/Product 3
CHAPTER II 6
ASSESSMENT OF BRAND POTENTIAL 6
2.1. Estimated Category Size 6
2.2. Market Penetration 6
2.3. Benefit/Solution promised by the Brand/Product 6
2.4. Competitors 7
2.5. Evaluation of Market Dynamics 7
2.5.1. Dettol 7
2.5.2. Lifebuoy 8
2.5.3. Patanjali 8
2.5.4. Savlon 9
2.5.5. Santoor 9
CHAPTER III 11
CONSUMER MIX 11
3.1 Data Presentation and Analysis 11
3.1.1 Target Group- Demographics and SEC 11
3.2 Consumer Triggers, Barriers, and Need Gaps 13
3.2.1. Consumer Triggers 13
3.2.2. Consumer Buying Barrier 13
3.2.3 Need Gaps 14
3.3. Key Market Geographic 15
3.4 Evaluation of Communication and Feedback 16
CHAPTER IV 18
MARKET EXTERNALITIES 18
4.1 Existing Placement Strategy 18
4.2 Survey Implications on Existing Channels 18
4.3 Existing Pricing Strategy 19
DEFINING SHADOW BRAND 20
5.1 Introducing the Shadow Brand 20
5.1.2 Packaging 21
5.1.3 Pricing 21
5.2 Consumer Strategy 22
5.2.1 Market Segmentation 22
5.3 Communication Strategy 23
5.3.1 Pre-launch Strategies 23
⮚ #Heald_by_germishield 23
⮚ #germi_forgarmi 23
⮚ #protectionsealed_withgermishield 23
⮚ #germishield_on_battlefield 23
5.3.2Launch Strategies 23
5.3.3 Post-launch Strategies 23
5.4 Placement Strategy 23
5.5 Media Strategy 24
References 27
 List of Tables

Table 3.1. 1 Distribution by Gender 11

Table 3.1. 2 Distribution by Age 11

Table 3.1. 3 Distribution by Family members 12

Table 3.1. 4 Distribution by Occupation 12

Table 3.2. 1 Distribution on preferred brand 14

Table 3.2. 2 Distribution by the purpose of using a brand 14

Table 3.2. 3 Distribution by satisfaction towards hand wash brand usage 15

Table 3.3. 1 Distribution by location 15

Table 3.4. 1 Distribution by Medium of Awareness 16

Table 3.4. 2 Distribution by the duration of use 16

Table 3.4. 3 Distribution by washing hand in a day 17

Table 4.2. 1 Distribution of source of purchase 18

Table 4.2.2. Distribution by frequency of purchase 19

Table 5.1. 1 Brand Summary 20

 CHAPTER I

INTRODUCTION TO THE BRAND/PRODUCT

1.1.Background
Hands are medium through which diseases or bacteria transmitted. Handwashing is essential
in food production, food service and critical for carrying out day-to-day activities. Hand
hygiene is, therefore, necessary to protect us from the transmission of disease. Hand hygiene
is the single most vital, simplest, and least expensive means of preventing nosocomial
infections. Handwashing is a crucial precaution to guard the skin against harmful
microorganisms and stop spreading the many contagious diseases. Handwashing is more vital
when it's allied to health care workers due to possible contagion of bacteria, which will be
pathogenic or opportunistic.

Handwash is developed to wash and clean hands. Liquid handwash is that the bestselling and
most generally utilized in detergent products groups. Liquid handwash may have different
features depending on content. There are variations, like for youngsters, opaque, with
glycerin, antibacterial, transparent, etc. Besides, an antibacterial agent for creating
antibacterial hand soap. Making handwash for youngsters are often used soothing ingredients.
For creating natural liquid hand soap as opaque or transparent, they use natural and herbal oil,
potash, water, glycerin, dye and fragrance. These ingredients are wont to make saponification
for handwash as natural. For the production of herbal handwash, they are utilized in addition
to herbal extracts and herbal fragrance.

This report provides an in-depth insight into the global hand wash industry, covering all its
essential aspects. This ranges from macro market overview to micro-details of the industry
performance, recent trends, key market drivers and challenges, SWOT analysis, Porter five
forces analysis.

1.2.Market Scenario
The global hand wash market size was valued at USD 7.03 billion in 2020 and is expected to
witness significant growth over the forecast period. Increasing awareness associated with
hand hygiene in infection control is one of the key factors driving the market. Additionally, a
rise in the number of influenza-like diseases, like COVID-19, has raised the importance of
regular

1
hand wash practices worldwide. The growing urgency of frequent handwashing Behavior has
set the tone for the market.

The household category led the liquid hand wash market, accounting for more than 80% of
the market in 2020 because of COVID-19. The demand is usually higher in urban areas as
compared to rural areas. Key factor attributed to this growth includes rising consumer
awareness regarding hygiene and healthy lifestyle in emerging economies. Government
initiatives for improving hygiene in emerging economies like China and India will further
propel the expansion. The commercial segment is anticipated to expand at a CAGR of 6.4%
from 2020 to 2027, attributed to the rising proliferation of commercial properties and
hospitality industries globally. In 2019, the U.S. hotel industry expanded by around 5%
("C5ISR Market Analysis with Top Key Players, Share, Size, Growth Forecast 2026", 2021).
Such a significant rise can be attributed to the high product demand from the commercial
segment.

In the context of Nepal, market penetration for hand wash is about 30 to 40 per cent. The
hand wash market drivers are increasing awareness due to awareness in consumers about
hygiene factors and changes in lifestyle with growth in the economy that drive the
development of the global soap & hand wash market. Also, an increase in diseases and the
spread of pandemic worldwide have made people and the government aware of hygiene
factors like washing and sanitizing hands. However, the market can increase distribution
channels, improve hand wash packaging design, and product innovation to gain better
business.

1.3.SWOT Analysis of the Brand/Product

The four components of Dettol hand Wash Brand's SWOT analysis are given below:

Strength

● Dettol brand, developed by the Reckitt Benckiser company, has a strong legacy in the
market.

● Strong customer brand loyalty of customers using their products

● The increasing popularity of Dettol handwash as a hygienic liquid soap.

● Dettol has products like antiseptic liquid, soaps, sanitizers, body wash etc.
 ● Strong marketing campaigns through TVC's, OOH hoardings, print media & online ads.

Weakness

 Dettol is focused only on the use of phenol in products, which created phenolic odour

 Skin dryness

Opportunities

⮚ Increased awareness of healthy lifestyle and hygiene.

⮚ Fear of global Pandemic like SARS COVID- 19 and associated health risks.

⮚ New Normal era of Masks, sanitizers, and compulsory hand wash at every touchpoint
of either it is home, workplace or business & entertainment viz. excellent growth
potential.

Threats

⮚ Hand wash bottles require 20 times more energy for packaging and 100 years to
decompose in the landfill.

⮚ Other prominent players in the antibacterial category can affect the market share of
Dettol.

⮚ People opting for ayurvedic and natural treatment can reduce business.

1.4.PESTEL Analysis of the Brand/Product

Economic Environment

Nepal is a low-income developing nation with almost 25% of the people below the poverty
line who can at the present state not be the potential consumers of the hand wash market,
which has somehow affected the growth of the category in Nepal. Unlike many others, the
hand wash and the personal care industry are pretty resistant to economic recessions because
people have prioritized their hygiene. Healthy products like hand wash have become
necessary for some segments, like roofing over their heads. There is a need to have these
products in their washroom and their kitchen.
Technological Environment

Growth in social media has increased awareness about healthcare products in Nepal. The
increasing dependency on technology has subsequently resulted in the growing use of hand
wash in Nepal's market. Such digital platforms are also used for influencer marketing
purposes, and again digital ads are also booming because of the recent technological
developments.

Socio-Cultural Environment

Handwash appeals to people to have a healthy lifestyle. It appeals to people to come out of
their routine and step forward in caring about their own healthy lives. Thus, the advertisement
is focused mainly on the health of a customer. Race, colour and caste are not concerned at all.
Consumer between 10-60 is the primary target audience since they have more desire to stay
healthy.

Environmental Factors

Handwash is the body soap mainly created to focus on hygiene or maintain a consumer's
health. The manufacturing of handwash should be cruelty-free. The waste produced while
manufacturing handwash should not be harmful to the environment. The trash should comply
with the norms set by the environment department of the country—the source of energy used.
At the same time, manufacturing can be switched to solar or alternate sources of energy. The
carbon footprint of the product should be minimized, and thus, wherever possible, paperless
transactions should be adopted.

Political and Legal Environment

Political unrest and general strikes can disrupt the movement of goods in and out of Nepal. In
the past, because of the political situation of the country. Nepal's border was almost shut
down from September 2015 to February 2016 due to political turmoil and protests at crucial
border points that affected nearly all businesses and personal care products. But the current
government has become the most stable one of the past 25 years, which has eased the way of
doing business in Nepal.

Handwash, as a product, has its intellectual property rights to protect. The technological and
product-level development should be protected well within the law. Another way round hand
wash cannot just use other brands chemical composition to make a hybrid product. Various
countries that operate have their tax policies. Besides, different consumer protection laws in
Nepal protect consumers from the effects of chemically harmful ingredients.
 CHAPTER II

ASSESSMENT OF BRAND POTENTIAL

2.1. Estimated Category Size

The global hand wash market size was estimated at USD 7.03 billion in 2020 and is
anticipated to grow at a CAGR of 6.4% from 2020 to 2027. The overall handwash market is
increasing by 10 %, while the antibacterial segment rises by 7%. The increasing awareness
about their health primarily drives market growth. Also, the demand for specialized products
due to increasing cases of COVID-19 is projected to augment market growth.

Consuming food with contaminated hands is predicted to end gastrointestinal infections and
increase the danger of contracting diseases like salmonella and diarrhea. It may also cause
respiratory illnesses and ailments, like adenovirus and hand-foot-mouth disease. Thus, rising
awareness about such issues and concerns will boost the merchandise demand. Hence, there's
tons of potential within the marketplace for growth and extra brand penetration and brand
building.

2.2. Market Penetration

The hand wash market is dominated by key players such as Procter & Gamble, Unilever
Limited, Johnson and Johnson Ltd, Rickett Benckiser, Lion Corporation, Caldera Company,
3M, Henkel Corporation, Medline Industries, Amway and among others. In Nepal, it is an
underpenetrated category with only a 15 to 20 per cent penetration rate. Therefore, there
remains a huge potential in this category.

2.3. Benefit/Solution promised by the Brand/Product

Using Dettol every day protects hands from germs and helps keep them hygienically clean
and refreshed. Wash hands correctly with Dettol and helps keep your family healthy. Bacteria
accumulate on our hands constantly, so it becomes impossible to keep them completely germ-
free. But washing your hands often and adequately limits the transfer of germs and has many
incredible benefits. Some of them are:

⮚ Keeps your workplace healthy: Anyone who has a job knows how easy it is for
sickness to spread in the workplace. Proper handwashing by everyone can drastically
cut down on the spread of illness – and even helps with not getting infected in the first
place.
 ⮚ More minor food-borne illnesses: Most of the food-borne diseases arise from
improper hand washing. One needs to be vigilant about washing their hands before
and after meal preparation and serving food at home.
⮚ Lowers survival rate for lingering bacteria: Bacteria now mastered at staying alive.
So, don't expect them to die off if you don't wash your hands. Bacteria's can thrive on
your hands for days, seeking refuge in your fingernails and cuticles. So, using
handwash can prevent you from those bacteria.

2.4. Competitors

With the presence of several major players, the global hand wash market is moderately
increasing. This robust vendor analysis is designed to help clients in improving their market
position. In line with this, this report provides a detailed analysis of several leading hand
wash producers. From the questionnaire survey conducted, our brand's major five competitors
were Unilever Limited, Johnson and Johnson Ltd, Rickett Benckiser, Wipro and Patanjali.

2.5. Evaluation of Market Dynamics

Market Dynamics include competition and their activity on media channels. We need to study
what the competition is currently doing, their marketing campaigns, how they communicate
with their competitors, their benefits in the market, and their 4Ps.

2.5.1. Dettol
One leading brand of handwash Dettol has launched several informative and beautiful ad
campaigns through an electronic and print medium in popular channels of television,
newspapers, radio, magazines related to beauty products. The ads are also displayed via
social media portals on Facebook, YouTube, and Twitter.
Furthermore, the 4p's of Dettol includes the product mix, which includes different kinds of
handwash for all consumers, which is of excellent quality, has a unique design that makes it
very convenient to use, and has become a well-trusted brand. Also, Dettol uses a competitive
pricing strategy to promote its products. Dettol products are a little above the familiar
competitors since its products demand value-based pricing because of the ingredients that go
into manufacturing the product.
2.5.2. Lifebuoy
Other than Dettol, Lifebuoys so far, the only significant player that invests in the category.
With media support and powerful promotional support supporting its relaunch, it's made
quick gains during this segment. Therefore, the company utilizes and makes use of the four
Ps in its marketing mix strategies. Products in the marketing mix of Lifebuoy is one of its
most vital selling points, and forte as its product portfolio offers hand wash products that are
variable and suited for all human beings hailing from several different regions.

Lifebuoy produces handwash items for all the consumer. Lifebuoy keeps its product prices
relatively less than the costs of its competition. Hence the pricing strategy in its marketing
mix is usually driven by competition. This has been an advantage for the brand and has led to
making it one of the most popular choices among Nepalese. Lifebuoy hand wash has a
distinctive place strategy that quickly distributes its products among the common mass. The
usual system moves from manufacturers to wholesalers, then to retailers and finally to outlets
and stores. For the promotional strategy, it uses Television commercials, radio promotions,
and advertisements in hoardings, newspapers and magazines, in addition to online campaign
launches keep the company on the radar.

2.5.3. Patanjali
Another major competitor for our brand is Patanjali. They fully utilized word-of-mouth
marketing for their products. Later, when they started to invest in advertising and promotion,
their revenue doubled. They use content-based marketing, and it is their biggest strength. The
reach was also increased in print media and radio. With the intense competition in the hand
wash segment, Patanjali has adopted 4ps in the marketing mix strategies. Patanjali followed a
value pricing strategy for its products, and this became one of the fundamental cornerstones
in the marketing strategy of Patanjali. The company priced its healthy and natural products
20- 30% less than their chemical-laden counterparts. This attractive pricing allowed Patanjali
to target a much broader base of price-sensitive customers, which companies like HUL, P&
G, Nestle, etc., are not able to do.

Besides Influencer Marketing, Patanjali has successfully used offline and online channels to
promote its products. Patanjali promoted its products through advertisements on news
channels and used simple ads to supply all the required information. Capturing the pulse of
the millennials and making products readily available to customers, Patanjali started
promoting its
products on e-commerce websites like Amazon and Flipkart. Not just the e-commerce
websites, customers even choose to shop for products directly from the Patanjali website.

2.5.4. Savlon
Savlon is an antiseptic brand which doctors and households employ. The double-strength
handwash wants to clear tough dirt and dirt as moisture shield handwash, which may be a
combination of the cleansing formula and moisturization. The aim is to extend the penetration
within the market because Dettol is currently dominating it, and hence the pricing strategy in
its marketing mix is penetration pricing. The Savlon antiseptic liquid is price are all less than
Dettol and other competitors.

Savlon features a vast distribution network that consists of tons of distributors. These
distributors supply to shops, supermarkets and chemist stores. They are also available on the
eCommerce site. There are discounts offered to support the quantities or packs through these
portals. Savlon focuses more on traditional media. It cuts back on advertisement costs by
printing its ads in magazines and newspapers, which have an outsized subscription base.
Savlon has ace badminton player Saina Nehwal as their brand ambassador. They promote the
necessity of the merchandise for injuries that happen during the practice of badminton and
any sport. They encourage getting bruised in training but still not abandoning is vital to
success. Savlon even have their digital handles on Facebook and Instagram where they share
their campaigns

2.5.5. Santoor
To face up against the intensive competition within the soap industry, Santoor has a dynamic
marketing strategy. The company features a vast network and offers some natural products.
They even have their chemical factory in Bangalore, which tests the products tour before
being introduced within the market. Santoor is present in most parts of the country and
features a vast dealer network. It has adopted a competitive pricing policy and kept its
product prices affordable and reasonable to gain a competitive advantage over its competitors
in terms of product prices. It has implemented a promotional policy, which offers numerous
incentives at periodic intervals to draw in the broader consumer market. This helps in bulk
sales and more significant revenues.

The brand has launched several informative and delightful ad campaigns through an
electronic and print medium in popular channels of television, newspapers, radio, magazines
associated with beauty products. The ads are also displayed via social media portals on
Facebook,
YouTube, and Twitter. Also, there are frequently changing hoarding boards campaigns,
social media promotions, and various other promotional measures of Santoor.
 CHAPTER III

CONSUMER MIX

3.1 Data Presentation and Analysis

Using descriptive research, the study was carried out to investigate the consumer mix. It was
conducted as the primary data collection tool by a consumer survey through the distribution
of questionnaires to measure the perception of liquid hand wash. The study's primary
population consisted of all liquid hand wash product users. Samples were chosen randomly as
per convenience. The sample size was 38, and the questionnaire survey was conducted using
Google Forms. Furthermore, the analyses were done using SPSS analysis.
This chapter elaborates on the target audience, their interests, and how happy they are with
their current brand. It also focuses on the business geographic as well as the evaluation of
communication and feedback.

3.1.1 Target Group- Demographics and

SEC Table 3.1. 1 Distribution by Gender

Gender Frequency Percentage

Female 25 65.78

Male 13 34.21

Total 38 100

Table 3.1.1 shows that out of 38 respondents, 65.78% are female, and 34.21% are male. As a
result, the vast majority of the respondents are female.
Table 3.1. 2 Distribution by Age

Age Group Frequency Percentage

16-25 23 60.53

26-35 10 26.31
 36 and above 5 13.15

Total 38 100

Table 3.1.2 shows that out of 38 respondents, 60.53 % fall under the age of 16-25 years, 26.31
% fall under the age of 26-35 years, and 13.15% fall under 36 and above, respectively.

Table 3.1. 3 Distribution by Family members

Family members Frequency Percentage

Three or less 9 23.68

4 14 36.84

Five and above 15 39.47

Total 38 100

Table 3.1.3 shows that out of 38 respondents, 23.68 % have a family of 3 or fewer members,
36.84 % have a family of 4 members, and 39.47 % have a family of 5 and above members,
respectively.

Table 3.1. 4 Distribution by Occupation

Profession Frequency Percentage

Student 17 44.73

Job 18 47.36

Business 3 7.89

Total 38 100

Table 3.1.4 shows that out of 38 respondents, 44.73% are students, 47.36% are job holders,
and 7.89 % are involved in the business, respectively.
3.2 Consumer Triggers, Barriers, and Need Gaps

3.2.1. Consumer Triggers

A trigger is an event that triggers a customer to feel a specific need, which typically results in
the sense of intent and urgency in their purchase process. Triggers are emotional inducements
that persuade us to purchase a commodity, either consciously or subconsciously. Few market
purchasing reasons for liquid hand wash are listed below:
● COVID-19: Due to COVID-19, people are being more conscious about maintaining
healthy, clean habits. People are washing their hands from time to time to protect
themselves from the disease. So, hand washing has become one of the essential parts
of every individual.
● Daily Protection: For daily protection from a range of germs and bacteria.
● Healthy skin: Liquid hand wash is used for better and healthy skin.
● Moisturize: To moisturize the skin.
● Easy Availability: Easily available in variant sizes and almost every store.
● Value: Affordable and dermatologically tested.

3.2.2. Consumer Buying Barrier

Consumers' Buying Behavior refers to the behaviours people perform (both offline and
online) when purchasing a product or service. This method generally involves using search
engines, responding to social media messages, or several other activities. Due to the lack of
product awareness or various other activities, buying behaviour prevents consumers from
purchasing certain products. Here are some reasons that prevent consumers from buying the
liquid hand wash:
● Soap bars: Soap bars is one of the main barriers to liquid hand wash because most
people believe that liquid hand wash can't protect them from germs and bacteria like
soap bars.
● Resistance to change: As people are using soap bars for a long time, they are just soap
bars. People don't want to switch from soap bars to liquid hand wash.
3.2.3 Need Gaps

Need a gap is an approach that helps in identifying the unmet needs of customers, in which
respondents are asked to fill up queries regarding the brand features and various other brand-
related aspects. Most of the liquid hand wash available in the market is antibacterial; they
focus on protecting hands from germs and bacteria. Likewise, there is a lack of moisturizing
properties, due to which many people aren't happy. There is also the lack of specific oil-based
fragrances, and even people said that the liquid hand wash available in the market makes the
skin dry. The gap exists in the market, which a new brand or a product can fulfil.

Table 3.2. 1 Distribution on preferred brand

Preferred brand Frequency Percentage

Dettol 27 71.05

Lifebuoy 3 7.89

Savlon 4 10.52

Santoor 2 5.26

Others 2 5.26

Total 38 100

Table 3.2.1 shows that 71.05% preferred Dettol liquid hand wash, 7.89% liked Lifebouy,
10.52% preferred Savlon, 5.26 % chose Santoor, 5.26% preferred others brand respectively.

Table 3.2. 2 Distribution by the purpose of using a brand

Purpose of using the brand Frequency Percentage

It helps to solve my problem. 8 21.05

It is readily available. 14 36.84

It is affordable. 3 7.89
 I have been using it for a
13 34.21
long while.

Total 38 100

Table 3.2.2. shows that 21.05% use the brand because it solves their hygiene-related problem,
36.84% use it because it is readily available, 7.89% use it because it is affordable, and the
remaining 34.21% use it because they have been using it for a very long time.
Table 3.2. 3 Distribution by satisfaction towards hand wash brand usage

Satisfaction level with the Frequency Percentage

use of a current brand

Extremely Dissatisfied 0 0

Dissatisfied 5 13.15

Neutral 5 27.2

Satisfied 22 48.8

Extremely Satisfied 6 17.9

Total 38 100

Table 3.2.3. shows that 48.8% are satisfied with the product or brand they are using, and
17.9% are extremely satisfied.
3.3. Key Market Geographic
Table 3.3. 1 Distribution by
location

Location Frequency Percentage

Inside valley 23 60.52

Outside valley 15 39.47

Total 38 100
Table 3.3.1 shows that 60.52% of the users are from the valley, and 39.47% are from outside
the valley. The users from inside the valley are more as compared to the outside valley.

3.4 Evaluation of Communication and

Feedback Table 3.4. 1 Distribution by Medium of
Awareness

Medium of Awareness Frequency Percentage

Newspaper/Magazine 2 5.3

Social Media 5 13.2

Others 1 2.6

TV/Radio 12 28.9

Store 15 42.1

Friends/Relatives/Dermatologist 3 7.9

Total 38 100

Table 3.4.1 shows that 42.1% of the respondents know the store's brand, 28.9% from the
T.V./radio, 13.2% from social media, 7.9% from friends, relatives, or dermatologists 5.3%
from newspaper or magazines, respectively.

Table 3.4. 2 Distribution by the duration of use

Duration of Use Frequency Percentage

Less than a year 9 23.7

1 to 3 years 17 44.7

More than three years 12 31.6

Total 38 100
Table 3.4.2. shows that 44.7 % of the respondents have been using the brand for 1-3 years,
31.6% have been using the brand for more than three years, and the remaining 23.7% have
been using the brand for less than a year. Consumers seem to be loyal. The majority are using
the brand for 1 to 3 years. Thus, they should be considered while developing communication
strategies.

Table 3.4. 3 Distribution by washing hand in a day

Hand wash in a day Frequency Percentage

Less than two times 6 15.38

2-5 times 21 53.84

5-7 times 5 15.38

More than seven times 6 15.41

Total 38 100

Table 3.4.3. shows that 15.38% washes their hands less than two times, 53.84% 2 to 5 times,
15.38% 5 to 7 times, 15.41% more than seven times, respectively. As a result, the vast
majority of respondents wash their hands 5 to 7 times a day.
 CHAPTER IV

MARKET EXTERNALITIES

4.1 Existing Placement Strategy

The method of selecting the best delivery channel for distributing goods and services to target
audiences is known as placement. As an essential component of the marketing mix,
placement choices affect both brand presence and market share. The positioning of the
product in the market will impact its placement and make or break the budget.
Depending on the resources and demographic mix, the proper placement strategy may
include single or multiple channels. Channel partners are needed for accessing markets that
are difficult to access due to geographic dispersion, physical and financial capital, human
resources, or time constraints. Channel associates help to minimize costs while still
promoting revenue.

4.2 Survey Implications on Existing Channels

Table 4.2. 1 Distribution of source of purchase

Sources of Purchase Frequency Percentage

Departmental Stores 19 50

Kirana Stores 17 44.7

Medical Store 2 5.3

Total 38 100

Table 4.2.1. shows that 50% purchase the liquid hand wash from a departmental store, 44.7%
from Kirana Store, and 5.3% from a medical store, respectively. More people are purchasing
from departmental stores and Kirana stores rather than the medical stores.
Table 4.2.2. Distribution by frequency of purchase

Frequency of Purchase Frequency Percentage

Twice a month 13 34.2

Once a month 12 31.6

Once in two months 10 26.3

In more than two months 3 7.9

Total 38 100

Table 4.2.2. shows that 34.2% purchase the liquid hand washes twice a month, 31.6%
purchase once a month, 26.3% purchase once in two months, and 7.9% purchase in more than
two months.

4.3 Existing Pricing Strategy

Even though handwash consumers have perceived the product as a premium product for only
high-class people, The main focus is to reach middle-class households. The product is also
made available in different sizes like 250ml, 500 ml, 900ml for the consumer's convenience.
Thus, the proper pricing strategy is required to make people aware of the product and its
usage.
 CHAPTER V

DEFINING SHADOW BRAND

This chapter includes the analysis and interpretation of the data presented above. The
strategies for capturing target consumers, communication mediums, budgeting and media
planning while considering the survey results are formulated in this chapter.

5.1 Introducing the Shadow Brand

The brand Germi-shield provides a small product portfolio range, mainly focusing on
sanitation nourishment accompanied by aromatherapy. The brand's primary focus is hand
wash, offering three sub-categories; Antibacterial, Fast Five and Easy Care. Antibacterial
category uses lemongrass, Fast five uses lavender oil, and Easy care uses tea tree oil. In
common, all three categories have sunflower seed extracted oil.

Table 5.1. 1 Brand Summary

Brand Germi-shield

Tagline "Spread Aroma, Not Germs"

Sub Categories Germi-shield Antibacterial Handwash, Germi-shield Fast Five

Handwash and Germi-shield Easy Care Handwash.

Essential oils Lemongrass- The aromatic tropical plant lemongrass oil has
purifying properties.
 Lavender oil- The oil promotes relaxation and is believed to
reduces inflammation, treat fungal infections, allergies and
eczema.

Tea tree oil- The fresh herbal smell of tea tree oil relieves
dryness and has antibacterial and anti-inflammatory properties.

Sunflower Seed oil- Sunflower Seed oil is a rich emollient to

help lock-in moisture.

5.1.2 Packaging

Even after a product is developed and branded, it is essential to adopt other product-related
aspects of the marketing mix. One such product feature and a strategic one for some products
is packaging, designing and producing the container or wrapper.

From the survey, it is inferred that most of the respondents prefer transparent packaging. So,
the packing would be see-through packing weighted 200 ml per pack. The packaging is done
using durable and impact-resistant plastic. The choice of colours, monotones in fonts,
illustration and graphics are simple. Alongside, the packaging is done to avoid unnecessary
waste, meaning that the bolt rotates can be adjusted by the user to avoid unnecessary waste
while dispensing.

5.1.3 Pricing
Price determines the future of the product, acceptability of the product to the customers and
profitability from the product. Although recently, there has been a shift in buyer behaviour
with non-price factors also playing a role in the consumer decision process, the price remains
one of the significant factors influencing the buyer's decision. Germi- shield is priced
competitively but are marked slightly lower, i.e.( Rs. 130 for 200 ml.), than its competitor
brands like Dettol ( 200 for 250 ml.) and Lifebuoy( Rs. 136 for 190 ml.). Two pricing
strategies have been used:

Captive pricing strategy: The Handwash is priced low, whereas refill is slightly marked up.
Optional feature pricing. The standard product of Germi-shield Antibacterial handwash
incorporating has a base price. Still, its variants Fast five and easy care are marked up slightly
over the base price.

5.2 Consumer Strategy

New brand Germidhield has a clear pathway of increasing revenue by better understanding,
anticipating, and responding to customers' changing needs. We know who our customers are,
which of their needs we can address, thereby providing the unique value proposition and
strategy accordingly. We are clear on the customer experience we should create and What
capabilities we need to deliver that experience? Let's explore them in detail in the following
subheadings.

5.2.1 Market Segmentation

Nepal is a country with a population of 29,136,808, with the household penetration of soap
98%. People belonging to different income levels use diverse brands from various product
segments, making soap the second largest product category consumed. So, we plan to change
the handwashing pattern of the customers. Meaning that we are targeting the soap user
population of Nepal. For that, the market is segmented in three ways:

● Demographic Segmentation

There is no market segmentation gender-wise and age-wise. But the product is not
recommended for children below age 6—also, low and medium-income earners with
a monthly income of at least Rs. Twenty thousand are targeted.

● Geographic Segmentation

Since more than sixty per cent of the respondents are from inside the valley, our
primary focus will be on the consumers inside Kathmandu valley. Besides
Kathmandu, major urban and semi-urban areas of Pokhara, Biratnagar, Chitwan and
Butwal are also targeted.

● Psychographic Segmentation

Individuals who are outdoor-oriented and falls under lower or middle-class family are
the primary target.
5.3 Communication Strategy
Germi-shield's communication strategy should be strong enough to convince consumers to
switch from their brands and pick germi-shield from the stores.

5.3.1 Pre-launch Strategies

● Pre-teaser: To create a buzz in the market, various mass Digital activity on Social
Media will be done with the help of Influencer Marketing

⮚ #Heald_by_germishield
⮚ #germi_forgarmi
⮚ #protectionsealed_withgermishield
⮚ #germishield_on_battlefield

5.3.2Launch Strategies
● Collaborating with Vloggers, Youtubers and creating contents for digital media
5.3.3 Post-launch Strategies
We will be looking for areas where we can take ownership. We will be doing the following
activities on respective media:
⮚ ATL
⮚ Collaborating with Health workers
⮚ Organizing Tiktok contests
⮚ Catchy jingles
⮚ Creating TVC to communicate the story of the benefits of Germi-shield, the same
ad will be circulated over the internet
⮚ BTL
⮚ Sales Promotion (One refill free with one pump)
⮚ Stalls promotion ( departmental stores, busy city locations)
⮚ In-store branding (signage, wall graphics etc.)
⮚ Ambient
⮚ Handwash stations
⮚ Elevator Advertising
5.4 Placement Strategy
The survey indicates most respondents purchase handwash from departmental stores,
followed by grocery shops. The distribution will be done through traditional outlets like a
departmental store, supermarkets and other retail outlets. Besides, the product will be
distributed through
pharmaceuticals and an online sales platform by which customers can access the products
and deliver them.

5.5 Media Strategy

This section of the report will discuss how messages will be delivered to consumers. Firstly
we will focus on how Germishield as a brand balances digital marketing, social media and
traditional channels. Let's see each step, viz. Formulation of this strategy would involve
scope of the media plan (target audiences) assessment, budget planning for the media rates
for advertising the product/ brand through different media like Digital media, ambient media,
place media and vehicle media.
Germishield shall split advertising spend and resources between various online and offline
channels such as broadcast, print, paid ads, video ads or native content.

● Identifying the characteristics of the target audience or market

The target population for the proposed product is the age group of 6 to above 60 years. Based
on the targeted age group, this section of the people representing Kathmandu Valley and
other prominent cities of Nepal would be the targeted geographical location for the
consumers of the proposed brand/product. The message delivery shall be implied on this
target audience which shall revolve around the Integrated Marketing Communications
approach whereby multiple media channels are used, i.e. advertising, public relations, events,
direct response media, etc. The following index will be used to determine where further to
promote

Category Development Index

Calculated as

Category Development Index (I) = Retailer's Share of Category Sales (%)/Retailer's Total
Share of Market (%)

● Establishing the Media Objectives

Situation analysis and our marketing and communication goals have guided us to establish
our media objectives. After identifying our target market, their needs Germishield as a new
brand has few fundamental and strategic media objectives. Creation of awareness in the
target market through various media following are further specific media objectives:-
 i. Use broadcast media to provide coverage of 80% of the target market over six
months.
ii. Reach 60% of the target audience at least three times over the same six month
period.
iii. Establish a solid customer base and support in various social media, explicitly
achieving 1 lakh follower in the first three months.
iv. Create a positive brand image through mood and creativity.

● Deciding on the Media Mix

Among the wide variety of media and media vehicles, the use and mix of various media will
be used in our strategy. A blend of broadcast media and other digital (owned and paid) media
will be used. Such media will have the objective of complete market coverage in our target
audience and target market.

● Media Scheduling
A pulsing pattern of advertising throughout by evenly spreading the media budget would be
made. However, for summer, a heavier advertisement shall be focused on. Based on the
creative calendar, weekly engagement posts, giveaway posts, and other occasional posts shall
be scheduled.

● Evaluate existing digital channels and assets

After implementing all these media and communication strategies, further analysis of those
media will be done. Evaluating owned (our blog and Social media handles) paid and earned
media will be done, and other techniques and tactics will be strictly evidence-based.

⮚ Use of Gross Rating Point(GRP)

The Gross rating point shall be calculated by multiplying the audience's reach multiplied by
the number of times the audiences are exposed to the advertisement. The product reach is
expected to be 60% of the overall population which would be achieved through the
advertisements on T.V., radio, digital platforms and print media. However, the coverage shall
be expected to be 80% of the targeted population.
 5.6 Success/failure metrics

The category of hand wash has very high clutter and competition. Germishields success and
failure metrics are:-

● Number 1 choice for hand washes with fragrance and nourishment.

We primarily aim to cater to the category of aromatic hand wash. This unique value
proposition will be positioned in the consumer's mind that while selecting a moisturizing
scented liquid soap for complete germs protection, the first choice should be Germi-shield. If
this is achieved, then the brand has achieved its success metrics; otherwise, not.

● Making the most liked locally-produced brand

Although having its operational activities based in Nepal, we communicate our value to
consume locally with global standard. If we became the most liked brand among local
players, we have achieved our success metrics; otherwise, the inclination toward failure will
be higher.

● Category Sales

Nepal is a country with a population of 29,136,808, with the household penetration of soap
98%. People belonging to different income levels use other brands from various product
segments, making soap the second largest product category. We plan to change the
handwashing pattern, i.e. making people switch from soap to hand wash by 3% of 2 million
in the next four quarters.

○ Target sales: 3% of 20,000,000 = 600,000

○ 600,000 * Rs. 130 = Rs. 78,000,000

Suppose the sales revenue reaches 78,000,000 its success. If not, its a fail.
References

Belch, G. E., Belch, M. A., & Punari, K. (2019). Advertising and promotion. Tamil Nadu,
Chennai, India: McGraw Hill Education private Limited.

Dettol and marketing mix. (2021). Retrieved from MBA Skool:

https://www.mbaskool.com/brandguide/fmcg/2378-dettol.html

Hand wash Market Size. (2020, May). Retrieved from Grand View Research:
https://www.grandviewresearch.com/industry-analysis/hand-wash-market

Santoor Marketting MIx (4Ps). Strategy. (2021). Retrieved from MBA skool:
https://www.mbaskool.com/brandguide/fmcg/2378-santtor.html
 Dear Sir,

I am writing to notify you that I need sick leave from work because of a minor accident. I caught
the accident on Friday evening and since then have been feeling very weak.

As per the doctor, I need to take medication for five days, along with proper rest for at least 6
week to fully recover. Kindly allow me a 3 day leave, until the 17th August 2021,Tuesday. Should
I require an extended period off, I will let you know as early as possible.

Please feel free to contact me at your convenience, should you have any questions or require
clarification concerning the ongoing project. Thank you for your quick attention to this matter.