Name: R.

YOGANATHAN

Class: IX

Sec: “C”

Roll Number: 12333

Subject: Business Studies

Topic: “MARKETING MANAGEMENT

PROJECT nan ON WASHING
POWDER”
 Contents
 1.INTRODUCTION:
 2.MARKETING MANAGEMENT:
 3.MARKETING CONCEPTS:
 3.1 Production Concept:
 3.2 Product Concept:
 3.3 Selling Concept:
 3.4 Marketing Concept:
 3.5 Societal Concept:
 4.MARKET MIX
 4.1 Product:
 4.2 Price:
 4.3 Promotion:
 4.4 Place:
 5.WHY WASHING POWDER?
 6.MY PRODUCTS
 7.LOCATION
 8.DISCOUNT
 9.PROMOTIONAL SCHEMES
 11.ADS (SALES IDEAS)
 12.CHANNEL OF DISTRIBUTION
 13.PACKAGING:
 13.1 Level of Packaging:
 14.COMPETITORS:
 13.1 Tide:
 13.2 Surf Excel:
 13.3 Ariel:
 13.4 RIN:
 13.5 Wheel:
 15.COMPETITIVE PRICES:
 16.LABELING:
 17.BRANDING:
 18.GRADING:
 19.ADVANTAGES
 20.WAREHOUSING AND TRANSPORTATION:
 20.1 Warehousing:
 20.2 Transportation:
 21.SOURCE OF BUSINESS:
 22.LICENCE POLICY:
 23.CONCLUSIONS:
 24.BIBLIOGRAPHIES:

INTRODUCTION:
A detergent is a surfactant or a mixture of surfactants with cleaning properties in dilute solution. These
substances are usually a family of compounds that are similar soap but are more soluble in hard water because
the polar sulfonate is less likely than the polar carboxylate to bind to calcium and other ions found in hard water.
In most household contexts, the term detergent by itself refers specifically to laundry detergent or dish detergent
as opposed to hand soap or other types of cleaning agents. Detergents are commonly available as powders or
concentrated solutions. Detergents like soaps work because they are partly polar and partly non-polar. We will
learn about the marketing management of washing powder.

MARKETING MANAGEMENT:
Marketing Management is the directing of an organization’s resources to develop and implement the best
possible strategy in order to reach its desired consumer segment with the goal of maximizing sales of a
particular product or service.

MARKETING CONCEPTS:
Production Concept:
The production concept is used when the demand for a product is higher than the supply. The philosophy here is
“Supply creates its demand.” Therefore, the focus is on manufacturing more product to make sure it’s widely
available.

Product Concept:
Contrary to the production concept, this concept assumes consumers value products of a higher quality as
opposed to price and availability. Therefore, the focus is more on quality and less on quantity. The idea of the
product concept is that if you are selling a product of great quality.

Selling Concept:
Where the production and product concepts focus on manufacturing, the selling concept focuses on the making
of an actual sale. The number one focus for the manager is to make money, no matter the quality, needs of the
consumer, supply, or demand. The selling concept entails very aggressive marketing. 
Marketing Concept:
The marketing concept works on the philosophy that consumers buy products that fulfil their needs. A manager
that takes the marketing approach will conduct extensive market research to determine the needs of consumers
and how to fulfil them better than its competitions.

Societal Concept:
Marketing managers with this approach are also concerned about the well-being of society and feel a
responsibility to tend to the world around them. The societal concept creates a balance of social and
environmental welfare, customer relationships and sales. The main objective is to focus on the welfare of the
people.
MARKET MIX:

Product:
The product is either a tangible good or an intangible service that seems to meet a specific customer need or
demand. All products follow a logical product life cycle and it is vital for marketers to understand and plan for
the various stages and their unique challenges. It is key to understand these problems that the product is
attempting to solve.

Price:
Price covers the actual amount the end-user is expected to pay for the product. This is linked to what the
perceived value of the product is to the customer rather than an object costing of the product on offer. If a
product is priced higher or lower than its perceived value, that it will not sell. This is why it is imperative to
understand how a customer sees what you are selling.

Promotion:
The marketing communication strategies and techniques all fall under the promotion heading. These may
include advertising, sales promotion, special offers and public relations. Whatever the channel used, it is
necessary for it to be suitable for the product, the price, and the end-user it is being marketed to. It is important
to differentiate is just the communication aspect of the marketing function.

Place:
Place or placement has to do with how the product will be provided by the customer. Distribution is a key
element of placement. The placement strategy will help assess what channel is the most suited to a product.
How a product is accused by the end user also needs to compliment the rest.

WHY WASHING POWDER?

Washing Powders are cleaning products that have become an essential part of our daily lives. Cleaning products
play an essential part in our daily lives. Cleaning products play an essential role by safely and effectively
removing dirt, germs and other contaminants and thus promote a hygienic lifestyle.
I have selected this product because:

 It is a basic necessity good.

 Used everywhere.
 A good quality powder is essential in the market to save the quality of clothes.
 It holds a good market share.

MY PRODUCT:
Name: Pearl Washing Powder.
Tagline: Your heart may not be clean but your dress can be.
USP: Natural Powder fragrance and smooth texture to keep the quality of clothes intact.
Logo:

MORE ABOUT MY PRODUCT:

Features:
 It has a smooth texture.
 Only real flower fragrances.
 It doesn’t cause harm to hands.
 Cloth friendly.
 Its attractions packaging makes the customers tempted towards trying it.

Available in:
 Small trial pouches – 10gm. Rs-2 per piece
 100gm.Rs-20
 500gm.Rs-70
 1kg.Rs-110
 5kg.Rs-350

LOCATION:
Your company has total of 82 branches in the entire earth.
we have 7 main branches in total.
the main branches are in America, India, Russia, Africa, Russia,
Europe and Australia
the headquarters is in Chennai, tamilnadu, India.
headquarters address: 14, Itachi Road, Uchiha – 699069, T.N, INDIA.

DISCOUNT:
 A supersaver pack of 1KG.
 Free washing brush with 500g pack.

 Free Bucket with a 5kg pack.

 Gift coupons and value points for discounts.

 Female celebrity endorsement.

 Free sample of 10g for initial promotion.

PROMOTIOM IDEAS:
1. Print Advertising
2. Banner ads
3. Posters
4. Digital Marketing
5. Brand positioning
6. Creating brand awareness
 7. Surveys
8. market research
9. Segmentation
10. Competitors research

 We will use the original flower fragrances to manufacture our product for the benefit of
society.
 An adequate percentage of our profit will be donated to physically disabled people.
 The packaging will be made of recycled paper instead of plastic.
 Every year some of our washing powder pouches/packs will be distributed in
orphanages/old age homes for free.

ADS (SALES IDEA):

The first and foremost thing to do is to find the target audience. It is known that the
decisions related to buying any grocery items are commonly taken by women. So,
women of age 18 to 54 are the major target audience of detergent powder brands.
Along with women, middle-class people are also the target group of audiences of
detergent powder brands. So, the marketing strategies should be based on attracting
these groups of people.

Marketing strategies mainly include promoting the product in different ways. For
example

 Through TV commercials 
 By creating brand awareness using new papers, posters 
 Digital marketing
 Pricing strategy 
 Creating unique ideas
 Repositioning 
 Branding

CHANNELS OF DISTRIBUTION:
A distribution channel is a chain of business of intermediaries through which a good or service passes until it
reaches the end consumer. It can include wholesalers, retailers, distributors and even the internet itself. Channels
are broken into direct and indirect forms. With a ‘Direct’ Channel allowing the consumer to buy goods from a
wholesaler or retailer.

The first channel is the longest in that. It includes all four from producer to the end consumer. The wine and
adult beverage industry is a perfect example of the long distribution channel. It operates in what is known as the
three-tier system, meaning the winery is required by law to first sell its product to a wholesaler, who then sells
to a retailer. The retailer, in turn, sells the product to the end consumer.

The second channel is one where the producer sells directly to a retailer, who then sells the producer’s product
to the end consumer. This means the second channel contains only one intermediary.
The third and final channel is direct to consumer model where the producer sells its products directly to the end
consumer.

PACKAGING:
Packaging refers to the process of designing the packages such as containers, wrappers, etc. It plays a
very significant role in the marketing success or failure of money products, especially for non-durable
consumer products.

Level of Packaging:
1. Primary Packaging: It refers to the product’s immediate package. In certain cases, such
packages are retained until the consumer is ready to use the product.

2. Secondary Packaging: It is the additional packaging to a product to protect it. Such

packaging is retained until the consumer wants to start using the product.

3. Transportation Packaging: It refers to packages essential for storing, identifying and

transporting.
COMPETITORS:
 Tide:

The household chore of doing the laundry began to change with the
introduction of washing powders in the 1880s. These new laundry
products were pulverized soap. New cleaning product marketing
successes, such as the 1890s introduction of the NK Fairbank
Company’s Gold Dust washing powder (which used a breakthrough
hydrogenation process in its formulation) and Hudson’s heavily
advertised product, Rinse proved that there was a ready market for
better cleaning agents. Henkel & Cia’s self-activating (or self-
bleaching) cleaner.

Tagline – White Hai to Tide Hai.

USP – Provides good whitening and fragrance at a low price.

 Surf Excel:
Surf Excel is a Unilever brand marketed as the counterpart brand of
OMO detergent in India, Pakistan, Bangladesh, and Sri Lanka
markets. The Surf brand was the first detergent powder introduced in
Pakistan (1948) and India (1959). Initially, Surf was positioned on the
clean proposition of “Washes Whitest”. However, with the emergence
of numerous local detergent manufacturers and the entry of other
global brands, Surf underwent various changes in its brand
communication and was replaced by Surf Excel in 1996. This is in
line with the Unilever Global Communication Platform.

Tagline – Dirt is good, Surf Excel Hai na.

USP – Surf Excel offers outstanding stain removal ability on a wide
range.

 Ariel:
Ariel is a marketing line of laundry detergents made by Procter and
Gamble. It is the flagship brand in Procter and Gamble’s European,
Algerian, Turkish, Indian, Pakistani, Japanese, Filipino, Mexican,
Brazilian, Chilean, Peruvian. In some US stores, Ariel is available.
Additionally, Ariel is also known as Dynamo in Malaysia and
Singapore.

Tagline – Serf Yadean taaza rakhe, Dag nahi.

USP – The product has been in the market for many decades and has
established its image as the product which can remove district and
difficult to remove stains.
 RIN:
Rin detergent powder was launched in 1994. This was the first
product extension from the iconic brand that stood for whiteness in
the laundry. We further introduced Rin Refresh with the fragrance of
lemon and rose that penetrates every fibre to give the same brightness
and freshness to boost confidence all day. In 2016, we also added Rin
Antibacterial Powder to one portfolio of clothes, also kills 99.9%
gems.

Tagline – Dugi Safadi, Dugi Chamak.

USP – Rin strives to deliver the best-in-class whiteners through
continuous innovation and product improvements supported by
memorable campaigns.

 Wheel:
The wheel is a brand of laundry detergent manufactured by
Hindustan. This product was created specifically by Hindustan
Unilever to Counter Niram, the lower cost detergent, which had taken
the ground away from Surf, the top-selling detergent at that time from
Hindustan Unilever. Salman Khan, a Bollywood Superstar, endorsed
it. It was introduced in 1987.

Tagline – Nimbu ki Shakti aur hazaro pholog ki Khushboo, mehangi

wali Dhulia ab budget mien samaya.
USP – Transforming even as tedious a chore as laundry into a
delightful experience.

COMPETITIVE PRICES:
Prices of the competitions in the market, for 1 kg packet:

 Rin – ₹150
 Wheel – ₹155
 Surf Excel – ₹190
 Ariel – ₹192
 Tide – ₹120
 Itachi –₹110

LABELING:
Display of information about a product on its container, packaging or
the product itself is known as labelling. For several types of consumer
and industrial products, the type and extent of information that must
be imported by a label are governed by the relevant safety and
shipping laws.

 The Right Material

 Colours that POP

 Great Graphics

 Readable, Eye-Catching Fonts

 Super Shape

 Fabulous Finish

BRANDING:
The process involved in creating a unique name and image for a
product in the consumer’s mind, mainly through advertising
campaigns with a consistent theme.
  Branding aims to establish a significant and differentiated
presence in the market that attracts and retains loyal
consumers.
 Branding promotes recognition.

 A brand sets us apart from the competition.

 Strong branding generates referrals.

 Branding sets expectations.

 A strong brand adds value.

GRADING:
Grading is the process of sorting individual units of a product into
well-defined classes or grades of quality. The goods are grader or
sorted out into different lots in accordance with the specified
standards. The established standards lay down the sorted part. In the
case of manufactured goods, goods can be of uniform quality. But
agricultural products like fruits and vegetables, etc. vary in quality.
Therefore, classes and grades of quality are set and different units of
the product are sorted into the established standard grads. Thus,
grading involves the division of products into classes made up of units
possessing similar characteristics of size and quality. And
standardization refers to the process of setting up basic measures or
standards to which the products must conform and taking steps to
adhere to these standards.

ADVANTAGES:
1.Detergent are effective
2.Detergent powder are cost effective
3.Detergent powder helps to fight tough stains
4.Detergent powder don’t have harsh chemicals
5.Suitable for different water qualities
6.Easy to rinse

WAREHOUSING AND TRANSPORTATION:

Warehousing:
It is the key component of the overall business supply chain. The supply chain consists of the facilities and
distribution options of the procurement of materials from manufacturers to consumers and all points in between.
It includes the production of materials into components and finished products and then the distribution to
consumers .

Transportation:

Weekly orders would be dispatched for local retailers and shop owners form the centralized distribution centre.
While monthly stock would be updated at the centralized stock centre. Depending upon the location, quantity,
and availability, the mode of transportation would be selected.

SOURCES OF FINANCE:
1. Based on Period – The period basis is further divided into three dub-division.
  Long Term Source of Finance – This long-term fund is utilized for more than five years. The
fund is arranged through preference and equity shares  and debentures etc. and is
accumulated from the capital market.
 Medium Term Source of Finance – These are short term funds that last more than one year
but less than five years. The source includes borrowings from a public deposit, commercial
banks, commercial paper, loans from a financial institute, and lease financing, etc.
 Short Term Source of Finance – These are funds just required for a year. Working Capital
Loans from Commercial bank and trade credit etc. are a few examples of these sources.
2. Based on Ownership – These sources of finance are divided into two categories.

 Owner’s Fund – This fund is financed by the company owners, also known as owner’s capital.
The capital is raised by issuing preference shares, retained earnings, equity shares, etc. These
are for long term capital funds which form a base for owners to obtain their right to control
the firm’s management and operations.
 Burrowed Funds – These are the funds accumulated with the help of borrowings or loans for
a particular period of time. This source of fund is the most common and popular amongst the
businesses. For example, loans from commercial banks and other financial institutions.
3. Based on Generation – This source of income is categorized into two divisions.

 Internal Sources – The owners generated the funds within the organization. The example for
this reference includes selling off assets and retained earnings, etc.
 External Source – The fund is arranged from outside the business. For instance, issuance of
equity shares to public, debentures, commercial banks loan, etc.

LICENCE POLICY:
MSME registration: MSME Registration is free of cost, paperless, based on self-declaration and is
differentiated under two main categories, such as manufacturing enterprises and service enterprises.
MSME registration is a mandatory process for any business to legally start and operate in India.

GST registration: Registration of any business entity under the GST Law implies obtaining a
unique number from the concerned tax authorities for the purpose of collecting tax on behalf
of the government and to avail Input tax credit for the taxes on his inward supplies.

Pollution control for synthetic detergent: Synthetic detergent is any synthetic substances, other
than soap, that is an effective cleanser and functions equally well as a surface-active agent in
hard water or soft water. It is a non-soap cleanser that exerts its effect by lowering the surface
tension of the aqueous cleansing mixture.

Firm registration: registration of the firm becomes compulsory is when the firm wishes to
adopt a new form of organization such as LLP or company more easily. The firm is
registered when the registrar of firms is satisfied with the compliance of section 58 of
the partnership act.

Trademark registration: a trademark registration will confer an exclusive right to the use of

the registered trademark. This implies that the trademark can be exclusively used by its
owner, or licensed to another party for use in return for payment.
CONCLUSION:

From this marketing research, I have understood the marketing mix. I

have learned to take the decisions regarding the 4P’s of marketing and
the following things too:

 Gathering information and analysing the market.

 How to design a product.

 Branding, Labelling, and Packaging of a product.

 Pricing a product.

 Marketing and promotion of a product.

BIBLIOGRAPHY:

 http://www.hul.co.in/brands/home-care/rin.html
 http://www.google.co.in/search?
 http://en.wikipedia.org/wiki/Detergent
 http://en.Indiamart.com/mpcat/washingpower.html
 CBSE
 Books