Kleen Sweep

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    05-Apr-2018
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Transcript of Kleen Sweep

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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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