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

Documents

BRAND Management Assignment Duti Washing Powder