Marketing Plan for Cigol Bangladesh Limited

 Executive Summary:
Cigol Bangladesh Ltd. is planning to launch a new product range named “Z Clean Hand wash” in a
growing market. Though Lifebuoy Hand wash (A product of Unilever) is the current market leader, and
there’s more competitors like Dettol Hand wash (Reckit Benkiser), Savlon Hand washing Liquid (ACI)
and Sepnol Hand wash (Square Toiletries ltd.), we can compete because our hand washing products
offer a distinctive blend of quality, features, benefits, service and value based pricing. We are aiming
several segments in the consumer and business market. Our plan is to capture the advantage of the
increasing demand for more featured, varied and exclusive hand wash products for everyone and also
providing service, based on consumer type.
The primary marketing objective is to achieve first-year Bangladesh market share of 5 percent with
unit sales of 1,00,000. The primary financial objectives are to achieve first-year sales revenues of Tk.
5,02,500, keep first year losses to less than Tk. 1,05,000 and break even in the middle of second year.

 Current Marketing Situation:

Cigol Bangladesh Ltd. entered the Home care product market in Bangladesh 2 years back. With its acute
marketing policy and strong leadership Cigol successfully gained market share of a significant
percentage. Now the company is planning to extend the brand further and increase its market share by
using the new branding strategy. The company is now preparing to enter the growing market of Personal
care and planning to launch a whole new product range of hand wash using a new brand name.
Currently, due to more concern for hygiene and recent increase in various contaminative diseases,
Hand wash market in Bangladesh received a sudden rise in demand. Forecasts suggest an annual sales
increase of 10 percent for the next 3 years. The major competition is Lifebuoy, Savlon and Dettol due to
their long-term brand equity. Yet we can compete with our product variety and some unique offers. But
at first Cigol Bangladesh Ltd. cautiously needs to determine the specific benefits and features it is
planning to offer to specific customers.

 Market Description:
Cigol Bangladesh Ltd.’s market consists of consumers and business users who want hygiene, variety in
products, quality and freedom to choose the product of their preference. Specific segments are being
targeted during the first year including Health conscious People, Household general users, Women,
Concerned Parents, Men, Working/Outdoor People and Corporations. Table Z.1 shows how Z Clean
Hand wash products deal with the needs of targeted segments.

 TABLE Z.1- Needs and Associated Benefits/Features/Services of Z Clean Hand washing

Product Range

Targeted Segment Customer Need Associated Product and its

Benefits/Features/Services
Health Conscious people  Protection from germs and a  ‘Z Clean Total’
(Consumer Market) healthy life Anti bacterial high concentrated hand
washing liquid soap.
Mothers/Parents  Protection from germs and a  ‘Z Clean Kiddo’
(Consumer Market) healthy life for their kids Anti bacterial hand washing liquid
soap
 Suitable Hand wash products for  Milder Liquid Hand washing Soap
their children’s delicate skin

 Harmless  Swallow proof and No More Tears

 Kid friendly  No sharp edge packaging and use of

popular cartoon characters to design
the bottles which can be collected.
Women  Protection from germs without  ‘Z Clean Famine’ anti bacterial hand
(Consumer Market) drying the skin washing liquid enriched with
moisturizer and Aloe
 Smells Nice  Five types of fragrances: Red Rose,
White Jasmine, Tangy Orange,
Soothing Lavender and Mystic Sweet
Pea
 Feminine Feelings while using  Feminine packaging using pastel
shades of colours, slender bottles.
Men  Protection from germs  ‘Z Clean Men’ anti bacterial hand
(Consumer Market) washing liquid.
 Masculine feelings while using  Masculine fragrance range including:
Tough Wood, Cinnamon Earth and
Cigar Lust. Fuller bottles and use of
dark colours.
Working People/Outdoor  Protection from germs anytime  ‘Z Clean All-time’ anti bacterial hand
People (Consumer and anywhere washing kit. A portable folded packet
Market) containing two types of tissue- soap
infused tissue and wiping wet tissue.
Household  Protection from germs, easy to  ‘Z Clean Total’ anti bacterial hand
Users(Consumer Market) use and keep washing liquid bottles with push out
nozzles and stick on technique
Corporations  Continuous supply of hand  ‘Z Clean GB’ anti bacterial hand
(Business Market) washing liquids for public use washing liquids of mega size bottles.
 Containers to keep liquid hand  Service given to set hand wash holders
wash in the required places for free.
 Hand wash purchasers can choose as per their needs. Users who only need an anti bacterial hand
wash can simply choose The ‘Z Clean Total’. Then again men women and others types of users with
specific likes and dislikes and different purposes can choose from the wide range of Z Clean Hand
Washing products. The main attraction of Z Clean will be the various options it offers which are not
offered by any of its competitors. The concept of ‘Portable’ hand wash will be introduced to the market
by our company.

 Product Review:
We are going to launch 6 new hand washing products under the brand ‘Z Clean’. Some of the products
will have sub range with different fragrances. The names of the products along with their benefits are
listed below:
1. Z Clean Total
 High concentrated anti bacterial hand washing liquid for regular use.
 Push out Nozzles and stick on features for easy usage.
2. Z Clean Kiddo
 Milder liquid anti bacterial hand washing liquid which is harmless because its swallow
proof and also do not hurt eyes.
 Attractive collectable bottles using cartoon characters.
 Anti-sharp edge packaging
3. Z Clean Famine(for women)
 Anti bacterial liquid hand wash with moisturizer and Aloe.
 Five Exclusive fragrances: Red Rose, White Jasmine, Tangy Orange, Soothing Lavender
and Mystic Sweet Pea.
4. Z Clean Men (for Men)
 Anti Bacterial liquid hand wash with manly packaging.
 Three Fragrances: Tough Wood, Cinnamon Earth, Cigar Lust.

Other Issues for Z Clean Total, Famine, Men and Kiddo:

 Packaging Size: 250 ml Price: Tk. 140
 Refillable packs of 200 ml for Tk. 135
For the first year these 4 products will be marketed. First year sales revenues are projected to be Tk.
5,02,500 based on sales of 1,00,500 units at a wholesale price of Tk. 140 per unit (for every 250 ml
pack). During the second year, we plan to introduce the following products:
5. Z Clean All-time
 Anti Bacterial Hand washing Kit; folded packet containing two types of Tissue-
Antibacterial soap infused tissue and wiping wet tissue.
 Portable because it can be carried anywhere and used anytime.

6. Z Clean GB(for corporate customers)

 Mega sized bottles of anti bacterial hand washing liquid.
 Free set up of hand wash holders in required places.

Competitive Review:
At present the hand wash market in Bangladesh is at its growth stage. Four main competitors exist in
this market. But these products hardly offer any variety. Competition is mainly from Lifebuoy, Savlon
and Dettol due to their bran equity. Our main challenge will be establishing a new brand in the current
market. The Key competitors review is listed below
 Unilever: Unilever launched the brand lifebuoy and the product was anti bacterial soap.
Then it launched lifebuoy liquid hand wash of two different colours. Lifebuoy hand
wash is currently offering the market 200ml bottles and also Refill packets. It emphasizes
on the guarantee on killing 99.99% bacteria that can harm health. At present it is the
market leader.
 ACI: ACI launched the Savlon handwashing liquid and currently offering 250ml and
1000ml bottles. No other variety is offered by ACI.
 Reckit Benckiser: Reckit Benkiser has launched Dettol Anti Bacterial Liquid Hand
wash with a tagline “Be 100% sure”. It also offers 200ml bottles and no other variety.
 Square toiletries ltd.: Square Toiletries ltd., a successful personal care product
manufacturer recently launched Sepnol Anti Bacterial Hand wash of 200 ml bottles.
But it hasn’t achieved its break-even point yet.
 Though Unilever is dominating the current hand wash market, Cigol Bangladesh Ltd. can bend out a
specific image and gain acknowledgment among the targeted markets with its distinctive product
features. Table Z.2 shows a selection of competitive hand washing products and prices.
Table Z.2- Selected Handwash products and pricing

Competitor Product Features Price

Unilever Lifebuoy Handwash Two coloured Tk. 145 for 200ml
antibacterial bottle
handwashing liquid.
Promises 99.99%
diminishing of bacteria.
ACI Savlon Handwash Antibacterial Handwash Tk. 150 for 250ml
in two different sizes of Tk. 400 for 1000ml
250 ml and 1000 ml
Reckit Benckiser Dettol Handwash Antibacterial Handwash Tk. 120 for 200ml
ensuring 100%
protection from
bacteria.
Square Toiletries Ltd Sepnol Handwash Antibacterial Handwash Tk. 196 for 200ml
which is both
antibacterial and
healing.

Distribution Review:
Z Clean branded products will be distributed through a network of dealers, wholesalers and retailers.
We are planning to distribute our products at first only at the three main cities- Dhaka, Chittagong and
Sylhet. However after achieving our break even point we plan to distribute Nationwide. These are the
selected dealers for our Z Clean branded products.
However, we are recommending to use the corporate VMS distribution strategy in order to gain control
over the product distribution.