GROUP - 5

Ankit Lakhani - 29
Manish Rana -43
Inteshar Memon - 35
Jay Savla - 47
Ravish Shah – 49
Ritesh Chavan - 08
 GROUP 5
VISION
MAXIMIZE OUR STRENGTH
TO ACHIEVE GOALS WITH EXCELLENCE

MISSION
TO BE CREATIVE & DIFFERENT
COMPETITOR ANALYSIS

Major Competitors
•Harpic
•Kiwi Cleaner
•Sanifresh
•Domex

M arket Share- O rganized Sector

5% 18% Harpic
2% Kiwi Cleaner
75% Dom ex
Sanifresh
MARKETING STRATEGY –
PORTER’S FIVE FORCES
• Porter’s Five Forces
– Industry Competition
• Saturation with
Products
• Harpic - main
Competitor
– Form Competition
• Liquid – Not
too much
Competition
– Threat of New Entrants
• Saturation with
variety of
toilet
Cleaners
– Threat of Substitutes
• Exists – Proxy
Products
• Cheaper
 POSITIONING

Perception Map for Toilet Cleaners • 1st Reformulation

– Better Smelling
– Viscosity
• 2nd Formulation
– New Ingredients
– More Sanitary
• New Plus (+) Sign
• Value Proposition
– Thickened,
Superior
Premium  Quality that
Instant Results
Cleans
Harpic

Credibility/Brand Equity
Hygiene
Sanifresh

Hygiene Tough Stains

Domex


Credibility/Brand Equity
Kiwi

Instant Results
Phenyl*

Premium
INSTANT CLEANER
 INSTANT CLEANER
• INSTANT CLEANER BATHROOM
CHAMPION, a specialist which just washes
the bathroom (outside complementing the
regular(commode)and provide complete
bathroom cleaning (commode + tiles +
floors) by a single product.
 PRODUCT STRATEGY
• A specialist in only bathroom cleaning removes tough
stains, decalcifies.
• ORANGE/ GREEN/ BLUE color concentrate gel for
complete bathroom cleaning include commode,floor,tiles.
• Spray bottle. Another line extension proposed is the HARPIC
24 HRS CLEAN TABS. A specialist cleaning tablet for
urinals and washbasins only.
• Concentrate Gel which gives foam lather implying cleaning
action.
• Apply , Wash Clean
• Gentle Clean + Effective Germ Kill + Prominent Fragrance
fresh fragrance from plant based ingredients.
• hygienic, naturally powerful
 Marketing Mix
• Product • Promotion
 Varieties  Aggressive Promotion
 Proctor & Gamble has a very  Heavy Advertising
good brand image.  Incentive based promotion
 Better Packaging &
Reformulations
•
•

• Price •Place
Prices at 50 Rs. For 50 Washes Easy Availability
pricing is in tandem with industry
standards for Home and toilet Good Logistics
cleaning category.
Strong Distributor Network
Rs 1 sachet for quick one time •
cleaning of toilet.
•
•
 COMMUNICATION STRATEGY
The communication would be based on its positioning of being
a specialist in bathroom cleaning. Spray gel, Wipe spread to

form lather and Wash Clean in just 7 minutes ; emphasizing on

the ease of use.

The communication would resolve the pain point of having a

clean toilet (commode) but not a clean bathroom. This is where

the INSTANT COMPLETE BATHROOM CLEANING

CHALLENGE communication would be used.

Door-to-door below the line would help in creating the

awareness for a complete bathroom cleaning and not ignoring

the surrounding areas of the toilet.

 SEGMENTATION
• Initially focussed on good cleaning
• Now major focus on Sanitary and Germ Killing power
• New Plus Sign (+) to denote a medical perspective
• Target Segments
– DINK (Double Income No Kids), Married Couple
– Nuclear Family
– Joint Family
– Students (away from home)
– Working Bachelors
 STRATEGIES
– Improve the Distributor Network.
– Make the product more visible through print ads
and television commercials.
– Introduce Sachets for single use at very competitive
prices.
– Make the packaging visually different from Harpic.
– Customer feedback centers across cities.
– Add toll-free number on back of packaging.
– Making product that is both credible, easy to use &
gives instant results to the average customer.
THANK YOU