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7/31/2019 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
7/31/2019 BRAND Management Assignment Duti Washing Powder
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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