GROUP 3

Hafiz Zain Ul Abdin17110285

Syed Faizan Haider Zaidi17110187

Aleeza Ahmad18020157

Muhammad Usman Siddiqui17110207

Muhammad Atif Rasheed Malik18110290

Contents

IntroductionSegmentationNeed AnalysisProblems IdentifiedData Collection 4 P’sCompetitors & Positioning

Introduction

Crystal Wash started from a desire to change the way we wash clothes by naturally cleaning our clothes, and enhancing the longevity of our clothes.

Crystal Wash is a new proven technology that will last for up to 1000 loads of laundry. Using the power of Bio Ceramics from the earth, you can naturally clean your clothes

as effectively as laundry detergent and it is better for your skin, the environment and more gentle on your fabrics.

These special Bio Ceramics were developed using various minerals with very effective

antibacterial and anti-oxidant properties.

Segmentation

MAKRET SEGMENTATION: Level of Market Segmentation: Segment Marketing Geographic: Lahore Demographic: Age and Gender Psychographic: Social Classes

(Middle upper and upper classes)

Need Analysis

Quality wash (stain removal) No side effects Retention of softness of fabrics Fragrance (fresh aroma OR non bleach whitening) Ease of use (saving of time & money) Initiative to address the needs:

Crystal Wash translates all the above needs into a complete market offering

Problems Identified

Problems: Production in the country (Bio ceramics) VS

Importing it Factors that can reduce the demand

PerceptionFragrance

84%

16%

MarriedUn-married

Data Collected

38 consumers surveyed

Majority married women

Data Collected

Age-Group and Family Size:

Under

20

20-29

30-39

40-49

50-59

38 7

17

3

Age-group Family Size

Below 3three-five6 and above

Data Collected

Social Class (Indirect Questions)

   1-3    4-6    6 or more

18

7

13

Outings/Month

   1-4    5-7 8 or above

25

9

4

Branded Clothes/Quarter

Product

Consumers feel that their current product

needs improvement.

This ensures that Crystal Wash

can replace consumer’s existing

choices by catering to specific

needs.

2

12 13

74

Needs Improvement?

Our product according to consumer needs

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 4 8 12 16 20

Fragrance/Anti-allergic components?

Fragrance:• No added perfumes.• Odourless.• If a ‘scent’ is required additional

softeners may be used.

Anti-allergic components:• Effective in disinfecting odours.• No chemicals in the product which is

suitable for people with allergies.• anti-oxidant properties

Our product according to consumer needs

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

0 2 4 6 8 10 12 14 16

Environment Friendly? Preference of a detergent being environment friendly:

• Crystal wash is all-natural• Non-toxic• No chemicals and dyes• Carefully developed to be

gentle on all type of clothing including delicates.

Pricing Analysis

Pricing analysis based on survey

   Below 1 KG    2-3 KGs    Above 3 KGs

10

19

9

Consumption per month 24

6

21

3 2

Preference of detergent brands

Pricing

Based on the projected demand and analysis from the quantitative survey

The price for each unit is PKR 8000 Profit Margin = 25% We would break even in 5 months

Pricing: Budget Plan

Fixed Cost: Salaries of 1 supervisor and 4 salespersons Marketing Cost Warehouse cost

Variable Cost: Product and Shipping Cost Delivery Cost Custom Taxes

Promotion

Promotion based

on need analysis:Since some consumers preferred having fresh aroma rather than having odourless clothes, a promotion strategy of bundling will be used to capture this market. Evidence proves that this will be successful.

  I will probably buy it37%

  I will give it a closer look

34%

I won’t pay much attention

to it29%

Bundling of detergent with fabric softener

Promotion Previously, consumers were

reluctant to adapt to the technology that our product was offering.

Promoting Crystal wash through

the depiction of it’s functions by sales representatives will prove to be an effective promotional strategy.

613 14

2 3

Increase in willingness to buy through

Sales representatives

Promotion

9 9

20

Persuasive or Informative?

12

21

2 3

Medium that influences the purchase decision

Promotion (The complete plan)

TV Commercials Strategic alliances with washing machine

sellers Sales representatives: Demos in supermarkets Billboards Social media advertising After sale customer surveys Website

Distribution and Placement

   Su-permar-

kets

   Grocery Stores

Appliance Stores

Online

2018

0 0

Places to buy detergents

25

10

3

Places to buy washing machine

Placement (The complete plan)

Appliance stores (alliance) Supermarkets Grocery stores

Competitors and Positioning

24

62

13 2

Famous brands among consumers

   Yes 76%

   No24%

Loyalty Status    Yes    No

Competitors and Positioning

Crystal Wash is positioned to cater the market which faces the problems of:

Fading colours of clothes

Allergies triggered by the use of detergents

It also serves to cater the market which prefers:

A low chemical content Anti-bacterial components in their laundry process

Being close to nature

Thank you.

QUESTION/ANSWER SESSION