MARKETING PLAN

Although the soap and hand wash making industry is highly competitive as many players are
involved and many new players are also entering the market on a regular basis. But due to the
fact that, Indian market has not yet introduced such type of product in the market, there is a
greater scope of high demand. The major strategy to establish a good market force with this
product is to have a well planned out sales and marketing strategy. Considering the large scope
of potential markets, we feel it is imperative to focus our limited resources on a particular
domestic geographic region where we can establish enough demand for our product. After
successful market penetration, we will begin implementation into larger market segment
including even international market.

Target Market Segment Strategy

As many of the households as well as restaurants face inconvenience in buying huge stock of
large bottles of hand wash and storing it. Therefore, our target market majorly includes
households, restaurants, eateries, laundry and dry cleaning companies. The restaurant chain
consist of medium to large companies. Companies such as Mc-Donald’s, Pizza Hut, Burger
King, KFC, Dominos, Starbucks and Captain Cook represent very attractive opportunities for our
product. Along with this, the product can be channelized to local restaurants and cafes as well as
local laundry and dry cleaning companies.

Organizations of this type are attractive because they are well managed, successful, health
conscious and nationwide. Within these organizations we will target decision level managers
with the power to implement use of our product in those locations. As the refill hand wash tablets
requires only a small corner for storage, the product will not only prove convenient for these
target segment but will also help in maintaining proper hygiene.

Product Packaging 

Our team will produce a line of institutional refill tables with a quality raw materials blended into
the mixture, utilizing the brightest colors possible. The refill tablets will be packaged in
biodegradable paper bag with a capacity of 4 tablets per pack.
Pricing Strategy

The method adopted for setting our prices is prevailing market price method. For our pocket-fit
hand wash, we intend to have a pocket friendly price also, so that it fits in the budget of target
segment. One hand soap tablet is equal to 350ml of liquid foaming hand soap, which means 4
refill tablets will be equal to 1400 ml liquid foaming hand soap, which will be available to the
customers at a handsome price of Rs.280/-.

Distribution Strategy

For the distribution of our product, we wish to adopt two approaches, first, direct sales to the
customers that are majorly households, via our business website, i.e., www.washly.com and
secondly, we will supply the product to retail dealers and large supermarkets through our
intermediaries in the markets in different states. As we introduce our business to various people,
we shall ask them for referral to potential buyers. This shall be handled by our marketing team.
We shall also employ the services of sales agents. Our products shall be conveyed to desired
destinations of the retail dealers and large supermarkets through a truck, preferably a 2.5 tons
truck. And for the delivery of orders which will be placed via website, we will partnering with
efficient delivery agency.

Promotional Strategy

Our strategy for penetrating the market is as follows:

a. Publicity and Advertisement

Publicity and advertisement in this context involve creating public awareness. We will be using
our social media handle to make people aware about our super convenient product by creating
attractive posters and reels as this method of publicity has a great reach now-a-days. We will also
be launching a referral programme on our social media using a software named Ambassador,
where our customer will promote our product to other individuals in return of attractive
incentives. Apart from using our social media handle, we will be promoting our product to large
restaurant companies by adopting foot-in-the-door sales approach as making good relationships
with the target market, always tips the scale in favor. By getting in touch of decision level
managers of these companies, we will explain them that how our small product can solve their
large issues. This way, we will implement use of our product in those locations. We will also
sponsor charity event which will in turn give our product the center on the stage.

b. Sales Method

We shall give priority to customer care and satisfaction. Good public relations must be
established. We shall see our prospective customers to be our real employers. In selling our
products, we shall supervise our sales agent in the selling process. Every member of staff is a
potential marketer of our products. Appropriate commission shall be giving to members of staff
that could open and close a sale. We shall give some determined discount to consistent
customers, dealers and agents. As a matter of policy, we shall allow
credit facility to only accredited dealers and those who can give us a credible guarantor.

Major Competitors & tactics used by them-

● Godrej Mr. Magic – The Godrej Protect Mr. Magic Powder-to-Liquid hand wash refill is
our major competitor as it also provide powder refill which can be converted into hand wash.

Sales Tactics used by Godrej Mr. Magic -

Their primary focus of marketing and sales was on television It first unveiled an advertisement
campaign for the product, conceptualized by Creativeland Asia featuring children as their target
market as they will be the first takers of their product. Video was there main communication
driver on both TV and digital to create awareness, which took about 80% of their marketing
budgets. There were also a lot of demonstrations and interactive sessions at modern trade outlets
too. Overall, TV was their priority for creating reach, followed by digital. Print will be the third
most important medium. Digital was heavy in urban and TV was pan-India but the focus will be
more on FTAs in the rural markets.

● Dettol Hand wash – The hand wash by Dettol is also a major competitor for our product
as it has already builds it brand image in the market for being the number one hand wash.

Sales Tactics used by Dettol Hand wash -

Dettol is perceived as an expert product which is effective and versatile and guarantees
protection from germs. People from all generation are the targeted customers of Dettol. Dettol
follows product specialization strategy in order to penetrate the market and increase the usage
rate. It’s communication has always focused on the core brand positioning of protection from germs.
"Dettol Liquid Handwash sachets were advertised as an ‘Easy to Carry’ pack in the urban markets
using short, informative add-ons. In the rural market, the product variant was launched as a necessary
household item with the campaign ‘ghar ka doctor’. Initially the company has undertaken seminars at
the hospitals regarding hygienic living and promote the product via doctors by giving them
incentives.