BRAND Management Assignment Duti Washing Powder

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    Assignment on Brand Management

    Topic: Branding of a New Detergent

    Duti Washing Powder

    Submitted By

    Md. Anisur Rahman

    ID: 2006-1-10-112

    Hanjala Khan Shajid

    ID: 2006-1-10-101

    Submitted To

    Md. Anamul Hoque Rubai

    Lecturer

    Faculty of Business Administration

    East West University

    Submission date: 10/07/2012

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    About The Brand

    Our product is a detergent powder, and the name of the brand is (Duti). The English

    meaning of the word is Glint.

    About The Name of the Brand

    The Name of The Brand is Memorable and as well as meaningful. The Bengali word is

    quite popular among the target market.

    Reason behind Choosing the Name

    In India there are two brands of detergent and ball soap which name is similar to . One is

    Jhalak and another is Chamak. All of these names are synonym of the word Bright. But here

    in Bangladesh no Brand has similar or related name.

    Slogan

    Slogan of the Brand is . It means DutiWashing Powder is the symbol of Brightness.

    The slogan is to the point, which indicates the quality of the product.

    Major Competitor

    We assume that Wheel and Keya is our major competitor. But here wheel is a product of unilever

    and Keya is local product. So our concern would be wheel.

    Customer Analysis

    Customer & Potential Customer

    All the Women ages started from 22-40 are our potential customer. Who are working women and

    as well as typical housewife.

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    Demographic Profile

    Age: 2240

    Profession: Typical Housewife, Working Housewife

    Living Class: Lower Middle Class to Middle Class

    Personal Qualification: Educated

    Monthly Family Income: 20000+

    Psychographic Profile

    Typical Housewives

    Educated Devoted to family An efficient home manager

    Corporate Housewives

    A working women as well as efficient housewife Devoted to family Concerned about the family well being

    Target Market

    The Potential Market is separated in two markets Corporate Housewife and Typical Housewife.

    Corporate Housewife: The working women who do job.

    Typical Housewife: Typical housewife means women who do corporate job, but educated.

    Positioning:

    Our positioning is very simple. But has a unique issue. Duti Washing Powder offers you high

    quality product in a standard price and its environment friendly as phosphorus is not included

    with the product.

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    Strategies

    Cost/price (value) strategy:

    We will try to offer product at appropriate price.

    Consumer awareness:

    Our main primary marketing strategy will seek to first create customer awareness regarding the

    products.

    Our other marketing strategy are-

    Practicing Total Quality Management (TQM) Produce and market high standard products To serve the consumer with competitive prices

    Product

    Brand name

    The brand name of our product is (Duti).

    Product variety

    There would be only a single type product.

    Color

    White

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    Quality

    will always maintain Standard quality of its products. Total Quality Management (TQM)

    will be practiced here.

    Features

    1. No Phosphorus2. High Foam3. Suitable Density, good looks of the package.4. Washing at cool, mal and warm temperature.5. Suitable for hand and machine wash.6. Rajanigandha fragrance would be there.

    Benefit

    1. New increasing formula ----- Specially upgraded formula with active enzymes, it appearspowerful in breaking down tough stains and dirt, especially on cuffs and collars.

    2. Decontamination capability is strong. Easy removes the surface and inner stains.Innovative and efficient formula, live with two-ion, easy to remove the sweat, blood,

    sauce stains, chocolate stains, fruit stains, bird stains and other stubborn stains can

    scouring over.

    3. Easy cleaning and making colored cloth much brighter. Can used effectively in hot orcold water. When in warm water, the stain especially the sweat, blood, sauce stains,chocolate stains, fruit stains, bird stains and other stubborn stains will be easier to

    remove. It can make the whites whiter and colors brilliant.

    4. High foam detergent powder: This is a common type of washing powder, its mainingredient is sulfonate, a junior and senior detergent washing powder divided, the former

    alkali capacity, suitable for washing cotton, linen fabric, which is acidic, suitable for

    washing silk, wool.

    5. Safe and Environment-Friendly.6. High biodegradable, non-harmful to skin and fabric.

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    Packaging

    As we are targeting the women, so packaging is an important issue here.

    Size

    Basically the package size would be 100gm, 200gm, 500gm and 1 KG. Near future we are

    planning to launch mini pack.

    Color

    Packaging will be combination of couple of colors.

    Orange: It will indicate the strength of the product

    Yellow: It will indicate the sunshine of the product

    White: It will indicate the purity

    Green: It will indicate the rebirth of your cloth

    Promotion

    Sales promotion

    Occasionally it will give special discounted price for its products, but definitely after few months

    considering the overall sales process. We will also give 1-5 tk discount, along with some other

    gifts.

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    Advertising

    We will give advertisement for (Duti) Washing Powder through television, newspaper,

    billboard, popular magazine, internet etc. One of the unique thing is, in Duti Powder phosphorusis not included. So its totally environment friendly.

    Price

    Price would be same as our major competitorPlace

    Channels

    In divisional and district level we have our own distribution network. But In maximum districts

    we are dependable for distribution to other company like Akij.

    Distributor

    Duti has its own distribution channel for distributing the products.

    Location

    Initially the product will be available in prominent districts and Upazilla. Gradually it will be

    available all over the country.

    Transport

    (Duti) has no its own transport facility for its distributors in prominent district level.

    Distributors are responsible for taking the products to their own warehouse.

    The End