Hand Sanitizer

Marketing Plan
HAND
SANITIZER
HAND
By SANITIZER
CleanWell Company
CleanWell Hand Sanitizer - Zero germs inst
!
Marketers
Maria Abbas - 9088

Mariam Haleem - 8775
Khurram Zakaria - 8870
Suleman Ahmed Ali - 8754
Date of Submission:
April 19, 2009
Course Supervisor:
Dr. Munzir Ishaque
Report Topic:
Marketing Plan for
CleanWell Hand Sanitizer
Program:
MBA-Executive
CleanWell Hand Sanitizer - Zero germs instantly!!
LETTER OF AUTHORIZATION
Students of Principles of Marketing

Institute of Business Management
Dear Readers:
We have been authorized to conduct an elaborate study on the Marketing
Plan of any product, by the Management of Institute of Business
Management and the course instructor of Principles of Marketing, Dr. Munzir
Ishaque. The enclosed plan contains thorough Marketing Plan and its
associated required elements.
Emphasis will be to evaluate as much material as possible to familiarize
ourselves as well as the readers with the overall planning activities, when
marketing any product.
I hope that this report will serve the requirement of being a complete set of
information to develop any marketing plan.
Yours sincerely,
Maria Abbas
Mariam Haleem
Muhammad Khurram Zakaria
Suleman Ahmed Ali
LETTER OF TRANSMITTAL
April 19, 2009
Dr. Munzir Ishaque

Course Instructor
Principles of Marketing
Institute of Business Management
Dear Sir:
Here is the marketing plan of CleanWell Hand Sanitizer that you have
assigned and authorized us is now ready for your perusal.
This plan gives the details about the nature of the business, missions and
objectives, effects on industry analysis, controls, marketing strategies,
assessment of objective and issues, comparison of different brands of hand
sanitizer and budgets with financial analysis.
If you require any further clarification or have any queries, it would be
brilliant of us to answer your questions and facilitate your understanding on
the plan.
Yours sincerely,
Maria Abbas
Mariam Haleem
Suleman Ahmed Ali
ii
LETTER OF RECOMMENDATION
TO WHOM IT MAY CONCERN
As the students of MBA Executive at the Institute of Business Management

(CBM) with Principles of Marketing as our subject of study, we have been
authorized by Dr. Munzir Ishaque, our course supervisor at CBM to involve in
extensive research and evaluations relevant to their areas of study. Our aim
is to prepare a marketing plan to launch a product in the hygiene industry.
The carriers of this letter are enrolled with the Principles of Marketing,
program of the MBA Executive course. We would like to recommend them to
carry out a detailed study on CleanWell Hand Sanitizer Marketing Plan. We
are sure that this study will not only lead to the growth of his skills in the
course, but will also result in the compilation of important data related to one
of the prominent areas of business in Pakistan.
We look forward to your full support and guidance to the undersigned
students.
Best regards
Recommended Students
Dr. Munzir Ishaque

Course Instructor `
College of Business Management
Maria Abbas
Mariam Haleem
Suleman Ahmed Ali
iii
LETTER OF ACKNOWLEDGEMENT
Dear Readers:
We would like to take this opportunity to express our heartfelt gratitude to
the people who have supported us in the compilation of this comprehensive
plan.
Firstly, we would like to thank our teacher, Dr. Muzir Ishaque for enlightening
us with the requisite knowledge of Principles of Marketing course and giving
an insight of the significance of marketing strategies and tactics in business
operations.
Secondly, we thank all the people who provided us the required information
and data necessary to fulfill the scope of this plan.
We hope that this plan will prove to be a useful source of study in the area of
marketing as well as in the hygiene industry, for the students taking up the
course of Principles of Marketing and others in future.
Thank you
Yours sincerely,
Maria Abbas
Mariam Haleem
Suleman Ahmed Ali
iv
TABLE OF CONTENT
LETTER OF AUTHORIZATION................................................................................I
LETTER OF TRANSMITTAL...................................................................................II
LETTER OF RECOMMENDATION..........................................................................III
LETTER OF ACKNOWLEDGEMENT.......................................................................IV
EXECUTIVE SUMMARY........................................................................................1
1.
INTRODUCTION TO THE COMPANY.................................................................2
2.
CURRENT MARKET SITUATION.......................................................................3

2.1.
2.2.
2.3.
2.4.
2.5.
3.
SWOC ANALYSIS........................................................................................... 6
3.1.
3.2.
3.3.
3.4.
4.
MISSION..................................................................................................................... 9
MARKETING OBJECTIVES............................................................................................ 9
TARGET MARKET........................................................................................................ 9
STRATEGIC PYRAMIDS..............................................................................................11
MARKETING MIX....................................................................................................... 11
RETAIL CAMPAIGN.................................................................................................... 11
T.V COMMERCIALS................................................................................................... 12
ACTION PROGRAMS....................................................................................13
6.1.
6.2.
6.3.
7.
SALES REVENUES...................................................................................................... 7
MARKET SHARE......................................................................................................... 8
ADVERTISING AWARENESS........................................................................................8
PRODUCT PLACEMENT............................................................................................... 8
MARKETING STRATEGY.................................................................................9
5.1.
5.2.
5.3.
5.4.
5.5.
5.6.
5.7.
6.
STRENGTHS............................................................................................................... 6
WEAKNESSES............................................................................................................ 6
OPPORTUNITIES......................................................................................................... 6
CHALLENGES............................................................................................................. 6
OBJECTVES AND ISSUES................................................................................7

4.1.
4.2.
4.3.
4.4.
5.
MARKET SUMMARY.................................................................................................... 3
MARKET NEEDS......................................................................................................... 3
MARKETING TREND................................................................................................... 3
MARKET GROWTH...................................................................................................... 3
COMPETITIVE ANALYSIS............................................................................................. 4
DIVERSIFICATION..................................................................................................... 13
MARKET DEVELOPMENT........................................................................................... 13
IMPLEMENTATION TACTICS.......................................................................................14
WHERE TO FIND CLEANWELL HAND SANITIZER?...........................................15
8.
ENVIRONMENT........................................................................................... 16
8.1. MICRO ENVIRONMENT............................................................................................. 16
8.1.1.
The Company................................................................................................... 16
8.1.2.
The Suppliers................................................................................................... 16
8.1.3.
Marketing Intermediaries.................................................................................16
8.1.4.
Customers........................................................................................................ 16
8.1.5.
Competitors...................................................................................................... 16
8.1.6.
Publics.............................................................................................................. 16
8.2. MACRO ENVIRONMENT............................................................................................ 17
8.2.1.
Demographic Environment...............................................................................17
8.2.2.
Economic Environment.....................................................................................17
8.2.3.
Natural Environment........................................................................................17
8.2.4.
Technological Environment...............................................................................17
8.2.5.
Political Environment........................................................................................ 17
8.2.6.
Cultural Environment.......................................................................................17
9.
BUDGET..................................................................................................... 18
9.1.
9.2.
9.3.
PRODUCT PRICING................................................................................................... 18
FIVE YEARS PROJECTED SALES................................................................................18
FIVE YEARS BUSINESS PLAN....................................................................................19
10.
CONTROL................................................................................................ 20
11.
CONCLUSION...........................................................................................21
12.
REFERENCES........................................................................................... 22
APPENDIX A - FREQUENTLY ASKED QUESTIONS (FAQS).......................................23

APPENDIX B - ARTICLES....................................................................................25
Marketing Plan
EXECUTIVE SUMMARY
CleanWell Company is a relatively new company to Pakistan that is going to
deal in fast moving consumer goods introducing an innovatory product
CleanWell Hand Sanitizer in the market. Emphasized on hygiene issues faced
by consumers in their standard norms and conditions, CleanWell Hand
Sanitizer will be utilized to get rid of bacteria and viruses anywhere anytime.
Any person can manage it easily.
This innovatory product in miniature market has especially been planed for
the targeted group of consumers who usually have to cope with their
hygiene matter in their daily life. They may be university or college students,
who are mostly hygiene conscious, household women mostly concern with
their childrens health, travelers who find problem regarding availability of
any washer during their journey, etc. All in all CleanWell Sanitizer can solve
the inconvenience faced by above-mentioned people and plan to provide
them a health protector at their reach.
This miniature product can be carried out at anyplace where it is needed. It is
available in two packs i.e. students pack as it consume less space &
economy pack which is price effective & can be bought by any class.
Sanitizer - Zero germs instantly!!
Marketing Plan
1. INTRODUCTION TO THE COMPANY

CleanWell came into existence after it found a life-saving solution for a boy named
Conor. Conor was born with an immune system that was only 10% productive. After
many medical therapies and treatments, Conors father and grand mother found a
formula for the cure. This was a mix of herbs used for sanitation since centuries.
Their findings were shared with a group of scientists and the product was refined for
everyday use over a period of eight years. Thus came into being CleanWell and
Ingenium.
CleanWell hand sanitizer sprays are the only ones of their kind in the market. They
are the only product that is a patented formulation of essential plant oils lab proven
to kill 99.99% of the harmful germs that can make people sick. Their credibility and
usability have led the company to grab a large market share in a very short span of
time.
We would now like to launch the product in Pakistan. We have reason to believe that
the market exists. This report will explore all the areas of the marketing plan and
provide in-depth analysis and rationale of planned actions.
Marketing Plan
2. CURRENT MARKET SITUATION

CleanWell Company will deal in FMCG i.e. fast moving consumer hygiene
products. We plan to launch an innovatory product CleanWell Hand Sanitizer.
This product can be used mostly in traveling and by people who are busy in
their outdoor jobs like students, person related to showbiz etc.
2.1. MARKET SUMMARY

CleanWell Company focuses on the better hygiene of their consumers
therefore taken into consideration the health factor of our consumers. Our
target consumers are household women who are mostly concerned with the
health factor of their school going children. Most of the household women
search for tacky items and then go to the market looking for new solutions
that will be usable and cheaper in price. Young college/ university students
keep would be able to keep this product easily in their bags and can dispose
it off after use.
2.2. MARKET NEEDS

In the life of today there is a need for such an effective & instant product,
which can satisfy health need at all the levels. CleanWell Sanitizer can be
ideal for that as it is easy to carry and can be put easily in bags, wallets & in
pockets as well. It gives a unique opportunity to be sticky free and it will also
provide a protection against germs. Its fresh fragrance will give people an
energetic feeling, so people will be lively and enthusiastic towards their
work.
2.3. MARKETING TREND

The current market situations demonstrate that people have become more
health conscious. They desire something contemporary and effective, for this
reason CleanWell Hand Sanitizer would be their ideal product. The soap
industry has been established quite sturdy position in the Pakistani market
and Antibacterial Soap Market is also increasing its share, so market trends
display that there is a place for products catering hygiene. Thus there is a
very good time and opportunity to introduce this product in the market.
2.4. MARKET GROWTH

Our product quality and fragrance will be the major attraction to the
consumers and will cover our product innovators into our regular consumers.
We expect the market growth curve to rise from left to right in upward
direction with the relative consumer boom in Pakistan. In our first five years
Marketing Plan
we could achieve our targeted sale for CleanWell Hand Sanitizer, as it will be
available in two sizes i.e. student pack & economy pack.
2.5. COMPETITIVE ANALYSIS

The key element in purchase decisions of our consumers will be made at the
level of trust due to the professional reputation of the company and
introducing new innovative concepts of personnel hygiene. At the beginning
we are expecting less competition but being the first to launch a spray bottle
will enjoy the first movers advantage but this monopoly can be diffused by
competitors who already have hygiene products launched in the market.
Some products available at retail outlets are:
Product
Manufacturer
Quantity (ml)
Price
Price/ml
Dettol
Reckitt Benckiser
50
145
2.41
Cool & Cool
Unknown Origin
60
115
1.91
Cuticura
Cuticura Labs, Corp (USA)
100
140
1.4
Purell
Pfizer
236
325
1.38
Dial
Dial Corporation (USA)
236
325
1.38

On the contrary we will keep an eye on future & must have to keep in mind
some strategies to combat our future competitors who can enter the market.
Marketing Plan
The current Market Share taken by competitors is given below:-
Marketing Plan
3. SWOC ANALYSIS
The SWOT analysis covers strength, weaknesses, opportunities and
Challenges. Strengths and weaknesses are generally internal attributes,
which we can address by changing our business. Opportunities and
Challenges are generally external.
3.1. STRENGTHS
Alcohol Free formula won't dry out hands or irritate your skin
Kills harmful bacteria and germs within seconds!
Gentle enough for frequent use when soap and water are not available
Safe for use on hands with nail-polish because it's alcohol free
Non-sticky, non-greasy formula that feels as natural as water
Cheap skilled labor
3.2. WEAKNESSES
Limited market coverage.
Higher price consumer good
3.3. OPPORTUNITIES
Untapped market with little competition

First product to introduce spray
Gradual market expansion
Hygiene Awareness among masses
Unhygienic conditions
3.4. CHALLENGES
Political situation of the country is instable.
Economic indicators are unpredictable.
Competitors may also launch sprays
Cheap copies will jump into competitive arena soon after.
Marketing Plan
4. OBJECTVES AND ISSUES

Every organization and company has certain goals laid down to provide value
added services to satisfy its customers. In a gist they would include:
Building an organization dedicated to excellence

Consistently deliver superior quality and value in products and services
Maintain a commitment to innovation for continuous improvement and
strive towards always being the leader in the market place changes.
Generate consistently superior financial returns and benefits for the
owner and employees
This section defines the objectives targeted at capturing the market in order
to cater to all the goals stated above. We, at CleanWell, realize that we will
encounter a number of issues in this course. Following are the details of the
particular objectives and issues involved in achieving them:
4.1. SALES REVENUES

For the first year, the entire focus will remain on establishing the image of
the product in the eyes of the cliental. Therefore, heavy investments will be
made on launching a marketing campaign, product placement and sales
promotion besides manufacturing. Since the product will be in its
introductory phase therefore a return on investment will not be a priority.
This will be the full-throttle promotion phase.
Followed by this, the next year, the company will place focus on
understanding its cliental and all promotions and activities will in turn
attempt to entertain the findings. Profits will still not be the major concern.
The next year and the year after that, the company will start analyzing its
sales and revenue characteristics. In third year, the companys marketing
strategies will begin to show color where as the year after that the maximum
profits will start flowing in.
In the fifth year, investments will be made to analyze the companys data
banks. Campaigns will be launched for evaluating whether the company has
achieved its objectives in satisfying the customers needs. New strategies
will be employed for increasing products worth in terms of diversity and
quality. Variations in product manufacturing and packaging will be introduced
to accommodate a larger cliental while sustaining the existing customers.
Marketing Plan
4.2. MARKET SHARE

CleanWell has identified a health and image conscious market in Pakistan.
This is a group which places high priority on image building and keeping up
with latest trends. CleanWell realizes that the market is raw and it will have
to launch awareness raising campaigns in order to reach out for this market.
However, CleanWell identifies this factor as an opportunity rather than a
challenge. The need of the hour is to devise methods that would develop
products worth amongst the right people. The company also acknowledges
that in a society where all kinds of trends flow with a single dominating
stigma; fashion-statement, CleanWell must ensure that it succeeds in both
product worth and image building.
4.3. ADVERTISING AWARENESS

As discussed in the previous section, the target market is a class of people
who are health as well as image conscious. Therefore, the product design
and packaging are modern, sleek and trendy. The objective of the advertising
would be to inform the target customers about the products availability. It
would further ensure that it succeeds in convincing the customers that this
product is their need because they place great value on healthy living as the
contrary could be life threatening. Once the well-off, image conscious class
adopts the product the rest will follow.
However, the challenge for CleanWell is to ensure increase in cliental while
sustaining the class that wants to stand out in crowds. Therefore, the
advertising techniques must ensure that CleanWell succeeds in establishing
and sustaining a glamorous image and above all securing an essential place
in the lives of the customers.
Further more, the target groups for advertising will be children, youngsters
and elders alike. CleanWell realizes that all sections of society have the
power to inspire a buy. Thus, it is crucial that advertising strategies cater
to all age groups.
Marketing Plan
4.4. PRODUCT PLACEMENT

The product will be provided in all buying centers situated in localities of the
target customers. Therefore, the product will be available in the major
shopping malls and super markets, health and medical centers, hospitals and
air ports.
Marketing Plan
5. MARKETING STRATEGY
For those of us in workplace, in hospitals, schools or working with the public
on a daily basis, proper hand hygiene is very important. That is why
additional and effective measures to fight germs are necessary to prevent
the spread of germs and viruses. CleanWell Hand Sanitizer is available
initially only in wipes but later it will be in a variety of sizes and dispensing
formats to ensure that you can disinfect your hands any time, any place.
Such as keeping a small 60ml bottle of CleanWell Sanitizer in your pocket or
purse is peace-of-mind for people who cant curtail their daily encounters
with the public. If you travel, pack the 60ml travel size bottle and wipes.
They are compact and wont take up much room in your luggage. For extra
care, use CleanWell Sanitizer before eating meals on the run, after sneezing,
before and after changing a babys diaper, after grocery shopping, after
taking public transportation or any time soap and water are not available. It's
gentle on hands and won't dry out your skin. Good hand hygiene is easy
Refresh and Disinfect all in CleanWell hand sanitizer.
5.1. MISSION
Our aspiration is to supply reliable, trustworthy and hygienic product
because our consumers good health is our foremost motive. We want our
clients to be aware of sanitized products and we can confidently say that our
product assures security to their health. We are delivering even higher value
to our consumers so we focus on the benefits of our consumers through
which we can reach to apex.
5.2. MARKETING OBJECTIVES

We want to determine our company as a hygiene protector. We want to
capture the market through this innovatory product; this type of product is
never being commenced before. Introducing this product can boost the
reputation and prestige of our new company. Our measurable specific
objective is to establish our company at the top level of hierarchy and
explore as a health protector and expert as well in the field of hygiene
product world.
5.3. TARGET MARKET

CleanWell Sanitizer is especially designed for students and travelers.
Students usually face problems regarding cleanliness in their busy routine
where time is the most important factor. Taken into consideration CleanWell
Sanitizer is quite easy to carry and use. It can also be used by travelers
10
Marketing Plan
during their traveling. This product is used by upper and middle classes due
to its price and can be used by person of any age group.
11
Marketing Plan
Target Market
Travelers
belonging
from Urban
Areas (of
every age
group)
Urban Young School

/College /University Going
Girls / Boys (within the age
bracket of 12 24 yrs)
Urban
Corporat
e Class
(of every
age
group)
Urban
Doctors /
ParaMedical
Staff (of
every age
group)
Product
(Premium
Quality
product to
build brand
equity)
Easy to carry
and easy to
use Spray
Hand
Sanitizer.
Fancy but easy to carry Spray

Hand Sanitizer.
Classy
Spray
Hand
Sanitizer.
Strong antibacterial
Spray Hand
Sanitizer.
Price
(Adequately
price product
to build
market share)
Middle
Middle
Middle
Middle
Place (Wide
distribution
channels
facilitating
availability of
product to
target
consumers in
order to
increase
product usage
and repeat
purchases )
All Shopping
Stores / Malls
at major
locations and
stores located
at Airports.
All Shopping Stores / Malls at

key locations especially stores
located near major public and
private educational institutes.
All
Shopping
Stores /
Malls at
major
locations
of the city.
All Shopping
Stores / Malls
at key
locations and
pharmaceutic
al shops
located near
or at major
hospitals and
dispensaries.
12
Marketing Plan
Promotion
(aggressive
and
innovative
promotional
campaigns to
increase
brand
awareness)
Stress price,
hygiene
benefits, easy
to find. Use
larger media,
perhaps
national
newspaper
ads,
Hoardings,
Billboards,
local media.
Stress price and practicality.

Use larger media, perhaps
national newspaper ads,
Hoardings, Billboards, local
media and awareness amongst
students through product
promotional programs at
schools /colleges / universities.
Stress
quality,
simplicity,
good
results.
Use local
media,
national
newspape
r ads,
Hoardings,
Billboards
and some
renowned
business
magazines
.
Stress
practicality,
exercise
benefits,
environmenta
l advantages,
and hygiene
benefits.
Local media,
personal
selling and
visits to
hospitals by
sales
representativ
es.
5.4. STRATEGIC PYRAMIDS

Explore
5th
Year
Max Profit
Leverage Investments
Evaluate Customers
Full Throttle Promotion
4th
Year
3rd
Year
2nd
Year
1st
Year
5.5. MARKETING MIX

Proper marketing leads to successful business.
Trout & Partners
As we introduce an innovative product, proper marketing is our basic

requirement. Different means of media is the best way for its proper
13
Marketing Plan
marketing. Advertisements through newspapers, magazines, signboards, and

hoardings with appealing sketches and depictions regarding the product and
availability of the product at all the retailers shop could assure to be a
supporting key to success.
5.6. RETAIL CAMPAIGN

An office lady carrying her hand bag and going to her office and
expressing her views about the product that it is easy to carry for daily
use. Easy to carry & easy to use.
School going children with their school bags having lunch in their hands &
eating it freely that they can clean their hands before and after eating.
Travelers using a train or bus for his journey keeping this product easily in
his pocket and could use anywhere before & after having his meal.
Cleanliness anywhere anytime.
Young girls mostly caring about their skin and protecting it without any
headache about their personal hygiene. Low price & better hygiene.
5.7. T.V COMMERCIALS

A group of college friends roaming in the group and having their snacks.
One of them take out a wipe of CleanWell Sanitizer. Rests of the friends do
not have any type of alternative and want to clean their hands so they
take out the whole packet of wipes without their friends permission. They
feel the fragrance and smoothness of CleanWell Sanitizer and this makes
them all regular customers.
An office lady sitting in a group during lunchtime does not go to the
washroom to wash her hands. She picks up CleanWell wipe while others
looking at her and feeling envious. She tells her colleagues that I avoided
washroom as I did not want to carry any germs from inside the washroom.
One of the famous actress was busy in giving autograph to her fans
suddenly she sneezes but she was so hygiene conscious that she took out
her CleanWell Sanitizer wipe to clean her hands. Her fans were watching
the situation and started using the same pack as it was used by their
famous personality.
14
Marketing Plan
6. ACTION PROGRAMS
6.1. DIVERSIFICATION
CleanWell is using diversification to increase companys sales and profits.
Manufacturing in Pakistan and distributing CleanWell will create a new
market. It seems to be a potential market as people here are gaining
knowledge and becoming more aware.
6.2. MARKET DEVELOPMENT

Focusing only on children, youth and adults; also trying to gain attraction of
the aged people, by making them aware of the features of the product. Later,
we can also try to get attention of lower middle class group by giving them
knowledge and making them aware of the product by providing free samples
of the products and making them use our product and assuring and
satisfying that their hands are 99.9% clean and hygienic and are free of
germs by showing and using a microscope. Also we can lower the prices of
our product, and can make changes in our packaging e.g. introducing a
sachet pack, which can be easily bought by lower class and can be used in
daily routine life. With this we can capture new demographic markets.
Currently it is only launched in Karachi, Lahore and Islamabad but later we

will also expand our product to other cities of Pakistan and then will also
introduce to international markets as well. With this we can also capture new
geographic markets.
15
Marketing Plan
6.3. IMPLEMENTATION TACTICS

Tas
k
Person
Responsible
Completi
on Date
Product
Management
Team
01.05.2009
10.05.2009
Conduct Training Sessions for marketing field

staff for product promotional programs at
schools, colleges and universities.
Product Manager
in coordination
with
Manager/Training
& Dev HRM
Group
10.05.2009
Hire and train sales force of approximately 50

personnel.
Product Manager
in coordination
with
Manager/Training
& Dev HRM
Group.
Meeting with IBL representatives major

FMCG Distributor for distribution and
placement of product at all major locations.
Manager Supply
Chain
Management
18.05.2009
d)
Assistant Product
Manager
20.05.2009
e)
Finalization of audio / visual tapes with

interesting stories about the product for
school children.
Meeting with Manager Advertising Orient
Maccain for designing the television
Commercial of the product.
Product
Management
Team
21.05.2009
f)
Finalization of media placement plan outlining

where and when ads will run for an
advertising campaign.
Marketing
Director
25.05.2009
g)
h)
Meet with vendors to design Billboards and

hoardings.
Assistant Product
Manager
30.05.2009
i)
Finalization of Billboards and Hoardings

content and display.
Product Manager
10.06.2009
Public Relations
Manager
15.06.2009
j)
Arrange for advertising in all local

newspapers and few renowned business
magazines.
a)
b)
c)
Description
Meet with Department Directors to promote
plan including production of free sample
sachets and cost implications.
To
17.05.2009
To
17.05.2009
16
Marketing Plan
k)
Airing of TV Commercials, Radio Commercial,

Display of Billboards and panaflexes at major
locations and advertisements in newspapers.
Public Relations
Manager
30.06.2009
17
Marketing Plan
7. WHERE TO FIND CLEANWELL HAND SANITIZER?

CleanWell will be launched in Karachi, Lahore and Islamabad only, later it will
be launched in other cities of Pakistan. CleanWell will be available in
following grocery shops and stores in Karachi, Lahore and Islamabad:
Karachi
EBCO
Mottas
Aghas Super Store
Naheed Super Store
Astra
Kausar Medico
Sani Medico
Time Medico
Grocery n More
Amis Super Store
D-Mart
Lahore
Deltons
Pace
H. Karim Baksh
Al-Fatah
The Fortress
Islamabad
Jinnah Super
Best Price
Super Market
Euro Market
Harnolds
The Mall
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Marketing Plan
8. ENVIRONMENT
8.1. MICRO ENVIRONMENT
8.1.1.
The Company
CleanWell Hand Sanitizer is basically an SBU (Separate Business Unit) of

CleanWell Company. The manufacturing department has planned to
manufacture CleanWell locally and the marketing department has extensive
marketing plans.
8.1.2.
The Suppliers
The prime ingredients and the bottles come from different Chemical
suppliers around the world; the bottles will be filled and packed locally.
8.1.3.
Marketing Intermediaries
Different retailers do the distribution of CleanWell. Orient Ad Agency will play

a major part in the promotion of CleanWell.
8.1.4.
Customers
Consumer Market: Individuals and household both consume CleanWell

equally.
Reseller Market: It includes retailers, wholesalers and distributing
agencies. There is a wide scope as CleanWell is been distributed in
Karachi, Lahore and Islamabad.
Government Market: One of the government agencies has show interest in
buying our range in order to create awareness among people of the rural
areas about hand hygiene
8.1.5.
Competitors
Currently there are only few companies with hand sanitizer products in the
market. The products available are all gel based giving CleanWell a
competitive advantage over them.
8.1.6.
Publics
Media Publics: TV commercials, magazines and radio ads are the main
advertising media.
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Marketing Plan
Government Publics: The Company is liable to pay 15% sales tax and 12%
excise duty to the government.
General Publics: People have liked and responded positively about
CleanWell.
20
Marketing Plan
8.2. MACRO ENVIRONMENT

8.2.1.
Demographic Environment
As awareness is increasing among people, working class, individuals, young

& old specially children are targeted most. In short the whole demographic
environment is targeted because health is for everyone.
8.2.2.
Economic Environment
The Economic environment of the country is unpredictable and current price

hike of consumer goods have changed the market standing of different
products. The economic decision can not be very conclusive in this
environment
8.2.3.
Natural Environment
Places like Karachi where the environment is naturally dusty and other urban
centers where pollution is high. This product will attract a lot of health
conscious people.
8.2.4.
Technological Environment
Pakistan is a neighboring country to China and machinery can be imported

easily and labor can be trained by sending them to China.
8.2.5.
Political Environment
Political environment is unfortunately very instable and Pakistan is currently

marked as Red Zone under the global stability indicators.
8.2.6.
Cultural Environment
As Islam focuses very much on personal hygiene and health, washing hands
before and after every meal is a must. So, when washing facilities are not
available CleanWell can be used to make hands clean. We can also use the
fact that we are the only non-Alcoholic product in the market and Islam
forbids use of alcoholic products.
21
Marketing Plan
9. BUDGET
9.1. PRODUCT PRICING
Attribute
Student Pack
Economy Pack
30 ml
177 ml
Price (Rs.)
100
325
No. of Sprays
235+
1350+
Price/ml
3.33
1.83
Price/Spray (Rs.)
0.42
0.24
Quantity
9.2. FIVE YEARS PROJECTED SALES
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Marketing Plan
9.3. FIVE YEARS BUSINESS PLAN
Quantity
Economy Pack
Student Pack
Sales
Economy Pack Revenue
Student Pack Revenue
Revenue
Literature
Flyers
Posters
Gifts
Mass Consumerization
TV Commercial
Sign Boards
News Paper Add
Factory Overheads
Misc.
Cost of Goods Sold
G. Profit/Loss
Taxes
N.Profit/Loss
1st Year
2nd Year
3rd Year
4th Year
5th Year
8,500
3,500
10,000
5,000
15,000
7,000
17,000
9,000
20,000
11,000
2,975,000
350,000
3325000
3,500,000
500,000
4000000
5,250,000
700,000
5950000
5,950,000
900,000
6850000
7,000,000
1,100,000
8100000
50,000
50,000
200,000
25,000
25,000
100,000
25,000
25,000
100,000
25,000
25,000
100,000
25,000
25,000
100,000
1,000,000
100,000
200,000
1,524,000
50,000
3,174,000
500,000
100,000
500,000
2,286,000
50,000
3,586,000
800,000
50,000
100,000
3,061,800
50,000
4,211,800
300,000
50,000
100,000
3,737,340
50,000
4,387,340
200,000
50,000
100,000
4,421,142
50,000
4,971,142
151,000
(79,250)
414,000
(28,000)
1,738,200
(111,400)
2,462,660
(230,195)
3,128,858
(299,679)
71,750
386,000
1,626,800
2,232,465
2,829,180
23
Marketing Plan
10. CONTROL
Control involves measurement, evaluation, and monitoring. Resources are
scarce and costly so it is important to control marketing plans. Control
involves setting standards. We will than compare actual progress against the
standards. Corrective action (if any) will be taken. If corrective action is
taken, an investigation will also need to be undertaken to establish precisely
why the difference occurred.
We will follow the following approaches to control:
Quarterly Market share analysis

Semi Annual Sales analysis
Regular Quality controls
Budgets
Continuous Marketing research
Customer feedback through satisfaction surveys
Sales per thousand customers, per factory, by segment
Location of buyers and potential buyers
Performance of any promotional activities
Market reaction/acceptance to pricing polices
Monitoring Service levels
24
Marketing Plan
11. CONCLUSION
CleanWell is a new product concept in Pakistan with its health care formula,
which is a dire need in Pakistan. The health concern departments of Pakistan
are continuously finding ways for making environment clean, healthy and
germs free.
Many common viruses and bacteria, especially those causing colds and flu,
are transmitted from the hands to the eyes, nose and mouth, which causes
the infection. Clean hands can reduce the spread of infections. The old adage
of "wash your hands" is still true. However, now there is a new way to clean
your hands without soap and water. Which is a hand sanitizer, and which is
launched by us, which requires no water, no soap and kills 99.9% of the most
common germs that cause illness, and also kills bacteria. When hands are
not visibly soiled, hand sanitizer gels are now recommended for hospital staff
instead of hand washing. These are also beneficial for students, household
women, and children and in traveling, when soap and water is not available.
Not only are gels more accessible than sinks, but also they act faster and kill
more microorganisms. Hand Sanitizers require less time, and they're less
irritating and drying to the skin than soap and water.
Currently CleanWell Hand Sanitizer is only launched in three cities of Pakistan
i.e. Karachi, Lahore and Islamabad in different grocery and super stores with
reasonable prices. Later we will be introducing our product to other cities of
Pakistan as well. Hand Sanitizers are not meant to remove visible dirt, so you
still need to wash up when your hands are dirty. But we hope that our
product will represent a revolution in hand hygiene, as it is more effective
than soap in reducing germs on hands.
25
Marketing Plan
12. REFERENCES
Hand hygiene [Online]
http://winhealth.co.uk/Hand%20hygiene.htm
[Accessed on April 3]
Alcohol-free hand sanitizer foam [Online]
http://homehealthdelivery.com/sanitizer.html
Alcohol-free anti bacterial sanitizer [Online]
http://waterjourney.com/
Alcohol-free hand sanitizers [Online]
http://findarticles.com/p/articles/mi_hb3496/is_200002/ai_n8288217
Hand sanitizers [Online]
http://www.alibaba.com/productsearch/Hand_Sanitizer.html
One step hand sanitizer [Online]
http://www.onestepsani.com
26
Marketing Plan
APPENDIX A - FREQUENTLY ASKED QUESTIONS (FAQs)

1. HOW DOES CleanWell WORK?
CleanWell is a gentle and refreshing instant hand sanitizer that kills 99.9% of
most common disease causing germs within seconds.
2. HOW DO I USE CleanWell PRODUCTS?
Apply CleanWell liberally to hands and rub thoroughly until dry. No rinsing
required. No towels needed.
3. HOW CAN I TELL THAT CleanWell HAND SANITIZER IS WORKING?
CleanWell hand sanitizer works as the formula evaporates on your hands.
4. DOES CleanWell HAND SANITIZER REPLACE SOAP?
No, CleanWell is a hand sanitizer designed to kill germs on the hands when
soap and water are unavailable. CleanWell hand sanitizer can also be used
after hand washing to kill germs that may remain after soap-and-water hand
washing.
5. HOW LONG AFTER I USE CleanWell HAND SANITIZER DOES IT KILL
GERMS?
CleanWell products have no residual germ-killing effect. CleanWell products
kill germs on contact, but once it has evaporated, the germ-killing action has
stopped.
6. WHAT IF A CleanWell PRODUCT IS INGESTED?
Any ingestion should be discussed with medical personnel or Poison Control
Center immediately.
7. WHAT GERMS DOES CleanWell INSTANT HAND SANITIZER KILL?
CleanWell kills many different types of germs, bacteria and viruses,
including:
E. Coli, E.Coli 0157-H7, Listeria Monocytogenes, Salmonella Typhi,
Staph.Aureus, Candida Albicans, B. Capacia
8. WHAT IS AN EMOLLIENT?
An emollient is a skin-conditioning agent to help keep skin soft and
moisturized.
9. IS CleanWell APPROVED BY HEALTH CANADA?
All CleanWell products meet the requirements of Health Canada's monograph
for Antiseptic Skin Cleansers and are registered with a Drug Identification
Number (DIN). The formulation, manufacturing (or fabrication or production)
27
Marketing Plan
and distribution is in accordance to Health Canada guidelines. All aspects are

under regular surveillance/monitoring by Health Canada.
10. ARE CleanWell PRODUCTS CRUELTY FREE?

CleanWell hand sanitizer is not tested on animals and does not contain any
animal products or by-products.
11. CAN I RECYCLE CleanWell BOTTLES?
CleanWell products are packaged in recyclable bottles and can be recycled
where facilities exist.
12. WHAT IS BENZALKONIUM CHLORIDE?
Benzalkonium Chloride is an alcohol free active ingredient that has been
used and trusted in hospitals for over 25 years. Benzalkonium Chloride is
clinically proven to kill 99.9% of most common disease-causing germs within
seconds.
28
Marketing Plan
APPENDIX B - ARTICLES
29
Marketing Plan
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Marketing Plan

Maria Abbas - 9088

Students of Principles of Marketing

April 19, 2009

Dr. Munzir Ishaque

TO WHOM IT MAY CONCERN

As the students of MBA Executive at the Institute of Business Management

Dr. Munzir Ishaque

INTRODUCTION TO THE COMPANY.................................................................2

CURRENT MARKET SITUATION.......................................................................3

OBJECTVES AND ISSUES................................................................................7

WHERE TO FIND CLEANWELL HAND SANITIZER?...........................................15

APPENDIX A - FREQUENTLY ASKED QUESTIONS (FAQS).......................................23

CleanWell Hand Sanitizer

1. INTRODUCTION TO THE COMPANY

CleanWell Hand Sanitizer

2. CURRENT MARKET SITUATION

2.1. MARKET SUMMARY

2.2. MARKET NEEDS

2.3. MARKETING TREND

2.4. MARKET GROWTH

2.5. COMPETITIVE ANALYSIS

Cool & Cool

Cuticura Labs, Corp (USA)

Dial Corporation (USA)

CleanWell Hand Sanitizer - Zero germs instantly!!

CleanWell Hand Sanitizer

The current Market Share taken by competitors is given below:-

CleanWell Hand Sanitizer

Untapped market with little competition

CleanWell Hand Sanitizer

4. OBJECTVES AND ISSUES

Building an organization dedicated to excellence

4.1. SALES REVENUES

4.2. MARKET SHARE

4.3. ADVERTISING AWARENESS

CleanWell Hand Sanitizer

4.4. PRODUCT PLACEMENT

CleanWell Hand Sanitizer

5.2. MARKETING OBJECTIVES

5.3. TARGET MARKET

CleanWell Hand Sanitizer

Urban Young School

Fancy but easy to carry Spray

All Shopping Stores / Malls at

CleanWell Hand Sanitizer

Stress price and practicality.

5.4. STRATEGIC PYRAMIDS

5.5. MARKETING MIX

As we introduce an innovative product, proper marketing is our basic

marketing. Advertisements through newspapers, magazines, signboards, and

5.6. RETAIL CAMPAIGN

5.7. T.V COMMERCIALS

CleanWell Hand Sanitizer

6.2. MARKET DEVELOPMENT

Currently it is only launched in Karachi, Lahore and Islamabad but later we

CleanWell Hand Sanitizer

6.3. IMPLEMENTATION TACTICS

Conduct Training Sessions for marketing field

Hire and train sales force of approximately 50

Meeting with IBL representatives major

Finalization of audio / visual tapes with