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Use for the purpose to wash the clothes
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OBJECTIVES
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Reach 40% of the Target Audience between the ages of 21-45 each month
of the year (or by the end of the quarter or by the end of the campaign)
FORECAST AND BUDGETTotal per annum sale of detergents is up to 2,40,000 tons out of which
Kleen Sweep claims 96000 tons.
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Demographics
1. Age : 21 to 45 years.
2. Gender : Women
3. Income: poor, low, middle
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Psychographics
1. Ocupation: Housewifes
2. Social Economic Class : SEC E2 , SEC B2 , SEC C
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Print ad
TVC
RADIO
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August September October
Billboards TVC TVC
Print Ad Print Ads Print Ads
Hoardings Hoardings Hoardings
Buzz Radio Ad Transit Advertising
Billboards Online Promotion
Street Furniture Street Furniture
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TV Media Mix :
Percent on daytime30%
Percent on late night30%
Percent on drama and comedies40%
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Print Ads
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Hoardings
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Order takers:
It has employees who perform the activity of order taking from different areas
to facilitate the retailers. There usually one day company performs the activity of
order taking and very next day they deliver the detergent to the destination.
(FREE HOME DELIVERY)
Stalls:
Company will arrange their stalls in the exhibition at which the products are
displayed.
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SWOT AND ISSUES ANALYSIS
StrengthsEconomic
Affordable Cleaning Services
Customized to your needs
Daily, weekly or monthly available
Committed employeesWeakness
Huge inventory stocks of raw materialInternal operating problems
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OpportunitiesRapid market growth
Changing customers needs & wants as life style change
To create relation with society on the social marketing
basis
ThreatsThere is very tough competition in detergents markets
Low profit margins
New competition in the market
Increases in taxes
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Size:-Kleen Sweep is available in different quantities which are as follows
25g, 50g, 115g, 500g, 1kg and 2kg.Kleen Sweep is planned to introduce some other quantities in bag in the
market.
PricePrice is simply the cost plus profit of the firm.
There are many competitors in the market.
As their products are of high quality.
Usually they charge high prices. So the Management has considered about the competitive price while
selecting new price and schemes.
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Prices are set by taking into consideration
What Customer believes for high price & high quality?
There price are high. because they believes in zero defects.
They charge different prices to registered and unregistered
retailers.
Prices are set by taking into consideration the size, type of product.
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Discounts
A quantity discount is price reduction to those who buy largevolumes.
This is given to increase company sales. So company deciding to
allow 1% discount to distributors & whole sellers on purchase of
Kleen Sweep of worth Rs 800.
PACKAGING:
Packaging should be to create impulsive desires, and it should stand
out among its competitors.
It is where Product development team and marketers come into actionin furnishing packaging standards for all its product ranges.
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ACTION PROGRAMMES
There are some actions plans are considered this year to achieve business
objectives:
Expenditures on Media advertisement will be approximately Rs30,000,000
The company will launch the scheme In which certain points will be
given to wholesalers on the highest sales of kleen sweep on the basis of
which certain incentives will be provided to peak wholesalers.
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IMPLEMENTATION AND CONTROLS
Company deals only in those products that are profitable. If there is any
indication that any product is not profitable company analyzes the reasons
and step are taken to overcome the reasons. For this purpose it does
marketing research to gain the information about trend of market.Company also takes into consideration the welfare of the consumers. It
takes into account the taste and habits of the consumer.
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If the sales are stagnant or not increasing company can relaunch or
reposition its product to give a boost.
And then our
Target AudienceHotels, Laundary, Railways etc.In simple words, B2B Advertising.
PRODUCT LIFECYCLE:
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