DetergentFrom Wikipedia, the free encyclopediaJump to: navigation, search For other uses, see Detergent (disambiguation).

DetergentsA detergent is a surfactant or a mixture of surfactants with "cleaning properties in dilute solutions."[1] These substances are usually alkylbenzenesulfonates, a family of compounds that are similar to soap but are more soluble in hard water, because the polar sulfonate (of detergents) is less likely than the polar carboxyl (of soap) to bind to calcium and other ions found in hard water. In most household contexts, the term detergent by itself refers specifically to laundry detergent or dish detergent, as opposed to hand soap or other types of cleaning agents. Detergents are commonly available as powders or concentrated solutions. Detergents, like soaps, work because they are amphiphilic: partly hydrophilic (polar) and partly hydrophobic (non-polar). Their dual nature facilitates the mixture of hydrophobic compounds (like oil and grease) with water. Because air is not hydrophilic, detergents are also foaming agents to varying degrees.Contents[hide] 1 Chemical classification of detergents 1.1 Anionic detergents 1.2 Cationic detergents 1.3 Non-ionic and zwitterionic detergents 2 History 3 Major applications of detergents 3.1 Laundry detergents 3.2 Fuel additives 3.3 Biological reagent 3.4 Soapless soap 4 See also 5 References 6 External linksChemical classification of detergents[edit]Detergents are classified into three broad groupings, depending on the electrical charge of the surfactants.Anionic detergents[edit]Typical anionic detergents are alkylbenzenesulfonates. The alkylbenzene portion of these anions is lipophilic and the sulfonate is hydrophilic. Two different varieties have been popularized, those with branched alkyl groups and those with linear alkyl groups. The former were largely phased out in economically advanced societies because they are poorly biodegradable.[2] An estimated 6 billion kilograms of anionic detergents are produced annually for domestic markets.Bile acids, such as deoxycholic acid (DOC), are anionic detergents produced by the liver to aid in digestion and absorption of fats and oils.

Three kinds of anionic detergents: a branched sodium dodecylbenzenesulfonate, linear sodium dodecylbenzenesulfonate, and a soap.Cationic detergents[edit]Cationic detergents are similar to the anionic ones, with a hydrophobic component, but, instead of the anionic sulfonate group, the cationic surfactants have quaternary ammonium as the polar end. The ammonium center is positively charged.[2]Non-ionic and zwitterionic detergents[edit]Non-ionic detergents are characterized by their uncharged, hydrophilic headgroups. Typical non-ionic detergents are based on polyoxyethylene or a glycoside. Common examples of the former include Tween, Triton, and the Brij series. These materials are also known as ethoxylates or PEGylates and their metabolites, nonylphenol. Glycosides have a sugar as their uncharged hydrophilic headgroup. Examples include octyl thioglucoside and maltosides. HEGA and MEGA series detergents are similar, possessing a sugar alcohol as headgroup.Zwitterionic detergents possess a net zero charge arising from the presence of equal numbers of +1 and 1 charged chemical groups. Examples include CHAPS.See surfactants for more applications.History[edit]This section requires expansion. (January 2015)

In World War I, there was a shortage of fats and oils. Synthetic detergents were first made in Germany.[3][4]Major applications of detergents[edit]Laundry detergents[edit]Main article: laundry detergentOne of the largest applications of detergents is for washing clothes. The formulations are complex, reflecting the diverse demands of the application and the highly competitive consumer market. In general, laundry detergents contain water softeners, surfactants, bleach, enzymes, brighteners, fragrances, and many other agents. The formulation is strongly affected by the temperature of the cleaning water and varies from country to country.Fuel additives[edit]Both carburetors and fuel injector components of Otto engines benefit from detergents in the fuels to prevent fouling. Concentrations are about 300 ppm. Typical detergents are long-chain amines and amides such as polyisobuteneamine and polyisobuteneamide/succinimide.[5]Biological reagent[edit]Reagent grade detergents are employed for the isolation and purification of integral membrane proteins found in biological cells.[6] Solubilization of cell membrane bilayers requires a detergent that can enter the inner membrane monolayer.[7] Advancements in the purity and sophistication of detergents have facilitated structural and biophysical characterization of important membrane proteins such as ion channels also the disrupt membrane by binding LPS.,[8] transporters, signaling receptors, and photosystem II.[9]Soapless soap[edit]Soapless soap refers to a soapfree liquid cleanser with a slightly acidic pH.[10] Soapless soaps are used in an array of products.

Borax-based washing detergentSee also[edit] Cleavable detergent Dishwashing liquid Dispersant Green cleaning Hard-surface cleaner Laundry detergent Triton X-100References[edit]1. Jump up ^ "IUPAC Gold Book - detergent". Goldbook.iupac.org. 2012-08-19. Retrieved 2013-01-12.2. ^ Jump up to: a b Eduard Smulders, Wolfgang Rybinski, Eric Sung, Wilfried Rhse, Josef Steber, Frederike Wiebel, Anette Nordskog, "Laundry Detergents" in Ullmanns Encyclopedia of Industrial Chemistry 2002, Wiley-VCH, Weinheim. doi:10.1002/14356007.a08_315.pub23. Jump up ^ "Soaps & Detergent: History (1900s to Now)". American Cleaning Institute. Retrieved on 6th January 20154. Jump up ^ David O. Whitten; Bessie Emrick Whitten (1 January 1997). Handbook of American Business History: Extractives, manufacturing, and services. Greenwood Publishing Group. p.221. ISBN978-0-313-25199-3.5. Jump up ^ Werner Dabelstein, Arno Reglitzky, Andrea Schtze, Klaus Reders "Automotive Fuels" in Ullmanns Encyclopedia of Industrial Chemistry 2002, Wiley-VCH, Weinheimdoi:10.1002/14356007.a16_719.pub26. Jump up ^ Koley D, Bard AJ (2010). "Triton X-100 concentration effects on membrane permeability of a single HeLa cell by scanning electrochemical microscopy (SECM)". Proceedings of the National Academy of Sciences of the United States of America 107 (39): 167837. doi:10.1073/pnas.1011614107. PMC2947864. PMID20837548.7. Jump up ^ Lichtenberg D, Ahyayauch H, Goi FM (2013). "The mechanism of detergent solubilization of lipid bilayers". Biophysical Journal 105 (2): 289299. doi:10.1016/j.bpj.2013.06.007. PMC3714928. PMID23870250.8. Jump up ^ Doyle, DA; Morais Cabral, J; Pfuetzner, RA; Kuo, A; Gulbis, JM; Cohen, SL; Chait, BT; MacKinnon, R (1998). "The structure of the potassium channel: molecular basis of K+conduction and selectivity". Science 280 (5360): 6977. doi:10.1126/science.280.5360.69.9. Jump up ^ Umena, Yasufumi; Kawakami, Keisuke; Shen, Jian-Ren; Kamiya, Nobuo (2011). "Crystal structure of oxygen-evolving photosystem II at a resolution of 1.9 A". Nature 473: 5560. doi:10.1038/nature09913.10. Jump up ^ Tyebkhan G (2002). "Skin cleansing in neonates and infants-basics of cleansers". Indian J Pediatr 69 (9): 7679. doi:10.1007/BF02723687. PMID12420908.

No industry operates in a vacuum and none is self-sufficient. All industries require several inputs to meet their marketing and production processes. However big a company may be, it rely on other industries for some ingredients, product labels, containers, and shipping boxes, and more. Not only the soap and detergent manufacturers must have access to vital inputs, they should also seek low-cost suppliers as market forces direct them to cut costs. The rise of global markets may help, and the purchasing professionals at soap and detergents companies are exploring foreign regions, including those in developing countries, to find new sources of materials. Characteristics of the labor market and physical infrastructure also affect and influence the performance of soap manufacturers. In this section we will discuss some other factors-the structure of markets for non-labor inputs and the availability of a research base-that are important to the industry.

Soap makers, even the largest ones, do not for the most part maintain their in-house chemical production capabilities. They should therefore source and purchase their raw materials from other suppliers. A recent trend among large soap and detergent companies is to reduce the number of suppliers used, as a move that help to reduce costs and improve benefits. Known as "supplier consolidation", this trend puts more business in the control of a group of fewer suppliers, thus providing them greater incentive and benefit to offer superior service to their soap making customers. In addition, it is apparently less costly and easier to deal with a small number of suppliers for a given input. A negative effect of supplier consolidation is that different suppliers have different strengths. While some may be excellent at ensuring timely deliveries of high quality inputs and reacting to direct requests of the buyers, others may be very good at anticipating the buyer's requirements or at offering providing auxiliary services, like inventory tracking. Therefore, to implement a successful supplier consolidation strategy, a buyer must carefully weigh the tradeoffs that may arise.While soaps and detergents are generally not considered as high-technology products, the companies are always looking for a breakthrough product to increase sales, because to have new and high value products is the principal way to improve profitability. But as most of the biggest soap makers in the world, have divested much of their chemicals strengths and capabilities, they are turning to the suppliers of their raw materials to provide chemical expertise.

Beyond simply searching for efficient suppliers, soap manufacturers and their raw material suppliers are expected to formulate more technology alliances over the next few coming years than they have in the past. This requires the soap manufacturers to devise and formulate a new culture, in which they will share information with their suppliers.

Growth DriversThe chemicals industry manufacture not only basic and specialty chemicals, but also agro chemicals, pharmaceuticals and consumer care products. Starting with raw materials such as oil, fats, alkalis, minerals, gas, air and water, the chemicals industry converts these materials into a wide range of substances for uses and applications by other chemical companies, other industries and consumers. Soaps and Detergents are one of the oldest and major segments of the chemistry business. These products are designed and formulated utilizing simple chemistry but have a high degree of differentiation along the branding lines. Research and development costs are increasing and rising and most of these products are becoming high-tech in nature. As consumer care products we mean products, such as soaps, detergents, laundry aids, bleaches, hair care products, skin care products, fragrances, and more.

Key market drivers of this industry include Product Innovation: Product innovation allow all companies, large or small, to participate in a sector where the needs of consumers are evolving and the opportunities are growing for both mass market as well as niche solutions to satisfy diverse attitudes and lifestyles. It helps to accomplish major developments, innovations and technological breakthroughs, which can be at formulation level, at product form level, or at packaging level. Sustainable Consumption: Sustainable consumption means changing the habits of people so as to minimize the impact on environment due to domestic use. This principle was put into application with the advent of concentrated products. These products however, did not have the intended economical and environmental effect, as because some people just did not think that a lower dosage of concentrated products was required. Because of this in the recent years, the industry has introduced the concept of unit dosing in capsules to tablets to the dishwashing laundry detergents market. Unit dosage provides convenience as well as simplicity, anticipating the consumers' demand for easy to use and safer products. Unit dosing has had various positive environmental effects, because of less transport among others. New Product Development: The practice of developing and introducing new products to market spans the complete product lifecycle, which starts from primary identification of market opportunity, conception, design and development and goes through production, product launch, support, enhancement and retirement. The process is basically concerned with the conversion of the product concept into a functional reality. As such, the concept of new product development tends to have more focus on engineering, dealing with the issues of new technology and the development and testing of functional prototypes. As markets are increasingly become mature, manufacturers are under high pressure to have faster new product development cycles. The prime reason for new product development is convenience. Regulations: The soaps and detergent industry is one of the most regulated of all and in addition to the regulation of its products, it is subject to several requirements that aim at reducing the release of chemical substances into the environment during the process of manufacturing. Such requirements generally include limitations (through regulations) on the quantity of a substance, which can be released to the environment.

1. Home 2. University Degree 3. Business and Administrative studies 4. Marketing Marketing analysis of detergents in the Indian Market. Level: University Degree Subject: Business and Administrative studies Topic: Marketing Word count: 2929 Save

SURF EXCEL Group No: 7Brand Chosen: SURF EXCELSurf Excel, launched in 1959, is one of the oldest detergentpowders in India and Pakistan. Initially, the brandwas positioned on the clean proposition of washes whitest. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf Excel underwent various changes in its Brand Communication; from 'lalitaji' to 'dhoondte reh jaaoge' to 'jaise bhi daag ho, surf excel hai na', and is today communicated on the platform of 'Dhaag achcha hai'. This is in line with the global communication platform of Dirt Is Good, which is a communication strategy of Unileverfor its premium detergent products, sold under various brand names; such as Omoin Brazil and Persilin UK and France. Today, Surf Excel leads the Premium Fabric Wash Category in India. Some of the other major detergent products of Unilever in India are Rinand Wheel. The latest entry into the segment is Comfort, a Fabric Conditioner1VALUE POSITIONING OF SURF EXCEL OVER YEARS:

1959Environmental AnalysisHindustan Unilever Limited introduced Surf in 1959, introducing the first detergent powder into the country. At the time, housewives used laundry soap bars to wash clothes. Surf was the first brand of detergent to advertise on TV - then a relatively new medium of communication. It introduced the concept of bucket wash to Indian housewives. Through its ads, Surf offered them significantly better clean, with much less effort. The promise of superlative whiteness the articulation of a great clean at the time, connected with consumers and helped to establish the brand. This ad helped to create customer awareness and market incubation for a new product in a new market for a product that was in the introductory phase.Positioning through advertisementBefore 1959 soap bars were used to wash clothes. Surf offered them better clean with less effort. The promise of superlative whiteness- connected with consumers and helped establish the brand. Surf was first national detergent brand on TV. The brand used TV to effectively educate their consumers on how to use detergent powders in a bucket for better wash. The following is a print ad featured during this period:

RelevanceThe concept of detergent powder as a means of washing clothes was new to the Indian house hold at that point in time. So to create market for it, the marketers relied on the propositions of Superlative whiteness and washes whitest. The reduced effort required to handle Surf and the superior output in terms of whiteness must have been the relevant aspects of the brand to the customer. 1970Environmental AnalysisNirma was introduced in the year 1970.Nirma was priced at one third of price of Surf price at that time.Price of Nirma Rs.7/KgPrice of Surf Rs.21/KgThe HLL was not able to compete with Nirma by reducing the prices. There was actually a committee called C.R.I.S.P. Cost Reduction in Surf Prices, which analyzed the issue and decided against reducing the prices[i].From Surf accounting for 70% of the market, the low cost detergents had grown rapidly enough to account for 80% of volumes.So they decided to position Surf as a quality product.This was reflected in Lalitajis ad, where quality and value of the product are highlighted.Positioning through advertismentDuring 1970s, Nirma powder was launched and surf had to communicate the idea of a price-value equation to its consumers. The brand introduced Lalitaji, a no-nonsense, independent, sensible housewife, who understood value and quality, and made the smart choice. The following is a print ad during the period. Latltaji add released during this period is enclosed with this document.

RelevanceThis period witnessed the emergence of competitors like Nirma that offered low price detergents. To protect its market share, Surf began stressing the price-value equation of its brands. The quality obtained per rupee paid was highlighted rather than the quantity obtained per rupee. 1990Environmental AnalysisRapid growth and improvement of telecommunication networks and wide spread of information technology tools and techniques after mid1990s posed the biggest challenge in handling well-informed customers. This also provided big boost as they could reach to the customers easily.Emergence of concentrates made the customers aware of the stain removal properties and the products for them. This in turn made Stain removal as the main parameter to judge the effectiveness of detergent powder rather than the whiteness offered. This was understood and the newformulation was created which offered best stain removal.DaagDhoondthe reh jaaoge campaign was introduced to highlight this property. This ad reached the wide variety of customers and the advertisement was well received.Positioning through advertismentAriel was launched in the mid-price powder segment during this period. Surf Ultra was launched to establish a new standard of washing performance and was introduced with Daag Dhoondhthe reh jooage communication. Concentrated on best stain removal positioning. An ad released during this period is enclosed.RelevanceThis period saw the emergence of the middle class that demanded high quality at medium price. This led to the demand for the mid price powder segment. To maintain its position as a detergent powder producing high quality washing performance, it introduced a mid price detergent powder Surf Ultra and promoted it with focus on its stain removing characteristics. 1996Environmental AnalyisIn India, per capita consumption of detergents in 1994 was 2.8 kg per annum. This is projected to rise to over 4 kg/capita by 2005. In rural areas the use of detergent bars is expected to grow 7-8 per cent annually.Thus, though the growth expected was huge, there was the emergence of numerous local detergent manufacturers and the entry of other global brands. HLL, stimulated by its emergent rival - Nirma and its changed business model, of catering to various tiers of customer segment registered a 20 percent growth in revenues per year and a 25 percent growth in profits per year between 1995 and 2000. Over the same period various new entrants like Henkel who re-launched Henko Powder as `Henko Stain Champion' in Southern parts of India. White Giant was re-launched in Southern parts of India during July as White Giant Heavy Duty with the intention of catering to the growing mid range segment of the detergent powder market. Hence the communication strategy of persuasion adopted to differentiate the positioning of Surf Excel vis a vis its competitors inorder to avoid a market share decline.Positioning through advertisementIts positioning during this period concentrated on removal of variety of stains. The brand communication was through the tag line, Jaise bhi daag ho, surf excel hai na.

RelevanceThis period saw the emergence of many new competitors and the need for differentiating itself in the minds of the customers led to a shift in the marketing strategy of Surf Excel. It focused on the care that it brings to the clothes, besides the cleaning effect. Complete cleaning and care were the offerings to the customer. 2003Environmental AnalysisWater was realized to be a major issue in the future. Social and Environmental activities were rising to a great extent during this time. HUL realized that it is important for a brand as its functional attributes.The key objective in Surf product development has been to find new methods for helping consumers and customers to be more environmentally friendly in the way they do their washing and cleaning.So it focused on new product developments that meet the need for more efficient use of scarce water in the country. In the dry southern states of Tamil Nadu and Andhra Pradesh, washing clothes accounted for almost one-quarter of water consumption. People spend more on water for washing than on the detergents themselves.A new formulation of Hindustan India'sSurf Exceldetergent for washing by hand, which was launched first in the two southern states, saves people two buckets of water per day by doing fewer rinses, while obtaining the same level of stain removal."Typically people keep rinsing till all the lather has gone, which often takes four rinses or four buckets of water," said a Unilever official. "We knew we could cut the number of rinses by adding one of a number of anti-foam ingredients commonly used in washing-machine detergents. This would make the lather rinse more quickly."The new Surf Excel has increased its Indian sales by 50% during that time.Positioning through advertismentDuring this period, the positioning changed a little to removing tough stains with less effort and less time, with a low foam formula meaning less scrubbing and rinsng and saving water. The brand tied up with eminent celebrities like Revathi (South) and Shabana Azmi to propagate this. Further, a variant, Surf Excel- Blue was also re-launched with the positioning of removal of tough stains but not fade color. It was communicated with Jayega nahin jayega tag line.RelevanceThe severe shortage of water in many places of country during this period prompted Surf Excel to introduce Quick Wash. Its focus was on less water and less foam. It offered to remove tough stains with less time and effort. 2005Environmental AnalysisThis communication to customers is in line with the global communication platform of Dirt Is Good, which is a communication strategy of Unilever for its premium detergent products, sold under various brand names; such as Omo in Brazil and Persil in UK and France. In 2004,P&G and HLL were not the only major players in the Indian detergent market. Henkel and Nirma were also becoming very aggressive. The Indian fabric wash products market was a highly fragmented one. There was a sizeable unorganized sector. Of the 23 lakh-tonne market, laundry soaps and bars made from vegetable oils accounted for around seven lakh tonnes with synthetic detergents making up the rest. Also stain removers in the premium segment, like Vanish were launched .This made it all the more imperative to HLL to remind customers of its differentiated positioning in the detergent market, as also to be looked as the detergent of choice for all types of customer needs- plain washing to heavy duty stain removal.Positioning through advertisementAlthough Surf Excel is a premium brand, this advertisement caters to all the income grades and all classes of people, across age groups. The brand and product are positioned as accessible to all people, whoever and however they may be. The philosophy of Dirt is good (Daag Ache hain) was adopted. It encouraged mothers to let kids get dirty because its all part of the learning necessary to become well rounded, successful individuals. The stains experience was linked to learning of values. The print ad released during this period is as follows:The ad released during this period is enclosed with this document.

RelevanceThis period saw the introduction of Surf Excel Matic that exclusively served the washing machine users. The surge in the sales of washing machines must have caused this new strategy from the company. Also the need to break the clutter of advertisements has led to the new advertising focus on Stain is good. The ability of the brand to handle any type of stain is being projected to the customer. CURRENT: Surf Excel has differentiated itself as a premium brand which offers a range of solutions that deliver top clean performance. The communication of Dirt is good continues.Value Positioning Over Years:(+)Stain Removal

(-)(+)Value for Money (-) (-) Superior Washing Experience(+)(+)WhitenessAs seen, Surf Excel has changed its positioning over years to keep itself relevant to the external environment and thus maintained its success.Initially, the positioning was limited to Functional Positioninglimiting itself to providing benefits and solving the needs. Then, for some time it went into symbolic positioningwith providing social meaningfulness with the concept of save 2 buckets water. Over a period of years, the positioning has changed to experiential positioning, trying an emotional connect with consumers with its new philosophy.POSSIBLE VALUE PROPOSITIONMore PriceThe same priceLess PriceMore BenefitsMore for more

More for the sameMore for less

The same benefitsThe same for less

Less benefitsLess for much less

Changing Value Proposition of Various brands The above figure shows the possible value propositions, upon which a company might position its products. MORE FOR MOREpositioning involves providing upscale products and charges a higher price to cover the costs. Surf Excel claims superior quality, performance, and charges a price to match. This value for money positioning was extensively used by the company during the 1970s. Due to introduction of competition, the company gave more benefits like stain removal, color preserving quality for the same price, hence the value positioning of the company is MORE FOR THE SAME.The positioning of Surf Excel in comparison with its competitors is as follows:

LATEST AD ANALYSIS- THE SACK RACE AD:Surf Excel latest ad justifies the tagline Daag acche hain.As usual the latest ad fits compactly in a 60 sec run and yet manages to impress and bring a smile in the end. The presence of kids along with the way they have acted also brings further charm to the commercial. Surf excel gets the background music spot on. The background music slowly gets more joyous as the ad progresses. It is a clear example of emotional marketing used effectively. Each of the ad is filled with a heart touching message for the viewer. The story board of the ad was:This ad starts in a background of a school playground. 2 small school going children are ragging another young kid by pulling down his pants. Just when the young boys pants are pulled down the head mistress appears. And she asks whats going on. The young boy, with a big heart, says i was just practicing for sack race which is going to be held in some days.The boy pulls down his pants and starts sack racing with his pants down.As happens in surf excel ads, the boy enters the middle of a pool of mud water, rolls and falls in it and finally stands up with clothes all muddy. The head mistress takes a look at all that is happening and finally forgives the naughty boys. These boys than meet up with our young hero, say thanks, and pull down their own pants and start sack racing.Objective:The objective of the communication was to bring out the essence of Forgiveness as a value which teaches the kid to be harmonious with others. And encourage mothers to see the value behind stains. It was how through stains, this child forgives some bullies who troubled him and through stains he teaches them a far bigger lesson in life.Criticism: The consumer has now come to expect a certain kind of a predictable story from Surf Excel under the 'Daag achche hai' umbrella. In such a scenario, the challenge for communication is to give a refreshing take which surprises the viewer. But the latest ad fails to do so. Also the whole plot can be criticized to some extent. The plot seems a little forced especially the kid jumping into the puddle without any reason or provocation.

LEARNINGS

1. Product Life Cycle and market stage have an impact on the positioning of the product surf excel2. During the early stages, i.e. in 1950s, Surf excel was the first ever detergent to be marketed in India and hence the product was in an introductory stage. Accordingly the communication strategy adopted was one of awareness, information all leading to market incubation3. In the growth stages of the 1970s,the communication strategy changed to one of product differentiation educating customers of advantages of Surf Excel in terms of its superior quality and value for money, over its newly emerged rival-Nirma4. In the maturity phase of the 1990s,the market for detergents started getting fragmented in the organized sector, with the entry of several other players, all vying for India`s growing market. This prompted Surf to come up with a reminder strategy of communication- repeated positioning of effective stain removal5. The positioning of Surf Excel continues to change, in line with innovative product features and communication themes, each time trying to capture an increased market share.Present Competitor positioning:

VALUE MATRIXAccording to Martinez (2003) Value resides in the satisfaction and fulfilment of customers expectations, at the same time, generating wealth for organisations. The value proposition is defined as an implicit promise a company makes to its customers to deliver a particular combination of values (Martinez, 2003). Each proposition searches for a unique value that can be delivered to a chosen market. Successful companies do not just add value, they re-invent it.

Innovator: The product Surf Excel was an innovation from the detergents prevalent in India during the time of its launch. Also, it introduced the concept of Bucket washing. Here, the innovation for the Surf Excel occurs in terms of the changing, innovative value propositions in terms of the benefit-mix offered to its target segment of customers Brand Manager: Superior control over product style, quality and promotion Over time, the value proposition changed to socialisor, sensitive fulfillment of customer needs supported by reliability and honestyReferences:1. http://en.wikipedia.org/wiki/Surf_Excel2. http://www.citeman.com/5429-fmcg-strategies-before-liberalization-some-illustrations/3. http://www.indiatogether.org/environment/articles/tlink-1002.htm)EXECUTIVE SUMMARYKohinoor Chemical Company (BD) Limited was government owned company up to May 05, 1988 and it transformed into a Public Limited Company from May 05, 1988. KCCL has 11 brand-icons (types of brand). Among the brand icons, Tibet is the flagship brand names. In our country, there are some companies those are national and multinational in the detergent industry. Mainly Unilever is the multinational company that is producing detergent, detergent and cosmetics products. These companies have been producing different types of detergent and cosmetics products. For maximum of the cases, Unilever is the market leader and some of the cases, KCCL is the market leader.Detergent powder as a substitute for laundry soap is becoming increasingly popular with public since its introduction in the market. In present days many people does not want to wash their clothes with laundry soap due to not easiness of washing process. Under the research topic Developing a suitable marketing strategy forWhiteDetergent Powder a new product of KCCL. is analyze with the other detergent brand like Surf Excel, Wheel etc.At present detergent, soap and cosmetics producing company are under huge competition and to cope up with competition they have to make their customer satisfied and to allure the potential customers.The products of KCCL are marketing in nationwide. Few products are also sold outside the country like the Tibet 570 detergent and Tibet Ball detergent, Tibet beauty detergent have been selling in India, Pakistan, Nepal and Sri Lanka.KCCL has divided the whole country by 05 zones. Those are: Zone: 01 Dhaka Zone, Zone: 02 Mymensing, Zone: 03 Chittagong Zone, Zone: 04 Khulna Zone, and Zone: 05 Bogra Zone.Some promotional strategies are available in KCCL that are free premium, event promotion, sponsorship, household campaign, sponsorship of some social awareness program, summer and winter program for retailers, Genster saloon upohar etc.. For advertising they use different types of media: print media- newspaper and magazine, outdoor media-billboard and live media- TV and radio. For advertisement of KCCL, different types of Magazines are used. There are six functional departments of KCCL which are sales and marketing department, account and finance department, production department, HR and admin department, store department and audit and survey department.The management problem for the research is recently the market share of Tibet Detergent Powder is not increasing. On the other hand the industry growth rate of detergent is increasing day by day. So, the management wants to know the reasons for not increasing the current market share of Tibet Detergent and want to launch new brand white detergent powder to capture the market share of white detergent powder.Researcher problem for this research is to find out the market share of competitive detergent brands, to determine the level of satisfaction for the price of the product and the effectiveness of the competitors price, and to determine the effectiveness of current marketing strategy and formulate and develop suitable marketing strategy for white detergent powder-new product of KCCL.To achieve the objectives it is needed to collect data from outlets who sell the detergent powder as well as consumers. But for time, cost, and other limitations only the Dhaka city is considered for collecting data.There are some limitations raised to do the research those are: to determine the sample, to select the sample and lack of cooperation of the respondents.The broad objective of this research is To analyze the present marketing strategies and then formulate suitable marketing strategies of launching White detergent powder. And the specific objectives are1. To find out the demand for detergent powder2. To find out the perception of the users about detergent powder3. To find out the suitable promotional activities followed by the different companies promotion activities by different companies4. To analyze how customers will be satisfied.5. To find out the demographic characteristics (age, income, occupation etc.)6. To find out the effective price of detergent powder7. To find out the available and suitable places for selling detergent powder8. To find out the present marketing strategies, objectives of other detergent companies.Basing on the objectives six hypothesis is tested. The respondents are the retailers and consumers. Sample size for this research is 67 for collecting the data a structured questionnaire is used. For the questionnaire analysis mainly the frequency distribution technique is followed. From the analysis and using frequency distribution it is seen that: From the survey it is found that out of 67 respondents 75% are female according to wash with own and out of 67 respondents 78% respondents are female according to taking decision about which brand of detergent should be buy for washing. The majority respondents are female. But bachelors use detergent powder by self washing The majority of respondents are female. So the advertisement of detergent powder should take such a way that it attracts female persons The income level of the majority respondents is above 10000. And it can be easily said that all income group from lower middle to upper class used detergent powder The majority respondents are using detergent powder of Unilever (Wheel. Surf Excel) Limited. Unilever is the is the market leader of detergent powder industries in Bangladesh It is found that out of 67 users, 35% respondents choose detergent powder for product features (cleaning ability, packaging etc.),22% choose for brand image,15% choose for price,13%choose for recommendations ,10% choose for availability and 5% choose for other reasons The majority respondents think that Unilever (Surf Excel, Wheel) Ltd provides best product features to the detergent powder holders. Thats why the customers are fully satisfied for the product features on detergent powder of Unilever (Surf Excel, Wheel) Bangladesh Ltd. The majority of respondents have chosen detergent powder for attractive product features, brand image and package Based on Promotional activities Wheel power white Brand is the best. The majority respondents think that Wheel Power is the best for detergent powder based on cash availability in the stores The majority respondents think that Surf Excel Detergent Brand is the best for based on price and packaging size of detergent powder The majority respondents prefer Television for the advertising of detergent powder because add to television influenced more to female consumersFrom the market survey and data analysis it is seen that market position of Tibet detergents not desired position and at present the market share is low. This kind of market position is not expected for Company. On the other hand the market share of white detergent powder is increasing day by day. To increase the market share and to become the market leader the company will have to reshuffle its marketing activities. Because the marketing is such an instrument, which can easily convince the customers. And if the company becomes able to make a good impression into the heart of customer then it can easily capture the market and increase its market share. The quality of the product will have to be ensured for the customers, because to become a market leader the company has to overcome Unilever. To beat the Unilever there is no alternative way other than to increase its quality. So, the higher authority and the management of the company should keep in their mind all of these points. A reasonable marketing strategy should not only facilitate marketing goals, but also the action sequence of a campaign. KCCL has much more potential to explore the existing situation.OVERVIEW OF THE ORGANIZATIONINTRODUCTION Kohinoor Chemical Company Ltd. (KCCL) with its brand-icon Tibet is a tree house roots are deep down and wide all over the country as a pioneer in manufacturing cosmetics, toiletries, detergent, perfume and glycerin since 1956. Kohinoor Chemical has all along introduced standard, exciting and value-added formulations which are the key to its winning a steady and sustainable increase in market share, some of which are unquestionably market leaders.Inheriting its past glory and rectifying its loss for state-owned management under Sector Corporation, they upon assumption of management in private sector, brought in a total recast in the age-old technology, personnel and, particularly, corporate outlook. The result is manifest in their record upswing in growth curves.Quality happens to be the guiding philosophy of Kohinoor Chemical. While quality leads to precision, precision lead to brand loyalty. Its an authentic consumer response that they get only in Tibet the best products at the least price tags. Recently our products have started enjoying consumer trust beyond Bangladesh.BRIEF HISTORY OF KCCL A Pakistani entrepreneur founded the company as Kohinoor Shilpa Gosthi. The company was listed in 1959 and was registered in 1959 from the very beginning of its journey Kohinoor Group of Industries (KGI) consisted two manufacturing plants, namely Kohinoor Chemical Company Limited established in 1959 and Kohinoor battery manufacturers limited established in 1964. It also started business by producing Tibet Snow in 1956 and from then it never really had to look back as Tibet Snow gave it solid ground to stand firmly. Then it went on producing Tibet Ball Detergent, Tibet Kadur Tel and so on. After liberation, these companies were placed under Bangladesh Fertilizer Chemical and Pharmaceutical Corporation in 1972 and subsequently under Bangladesh Chemical Industries Corporation (BCIC) in 1976.Like all other BCIC subsidiaries KGI was also directed by an enterprise/company board, chaired by one of the directors of BCIC who was also the director-in-charge of KGI. The enterprise enjoyed separate entity and operated on commercial consideration with full range of delegated powders for administrative commercial and financial functions.From the Pakistan period KGI was the largest manufacturer of dry cell battery, laundry and toilet detergents, snow, cold cream, toothpaste, talcum powder, hair oil, nail polish, after shave lotion, shaving cream, fountain pen ink and glycerin in the country. Laundry detergent was the principal product of Kohinoor Chemical Company Limited.Traditionally the target market of KGI used to be the lower income group of society. It tried to reach them with a brand name Tibet. KGIs basic management philosophy was to try to meet the needs of lower income group and satisfy the customer requirements by supplying these products within their purchasing power as well as maintaining high quality.After nationalization the mission statement of Kohinoor Group of Industries became to reach with its products at every home of 68000 villages of Bangladesh. This time, along with its regular products Kohinoor introduced a full range of quality products for the people of higher income group to cater to their needs. These products were Honey Dew after shaving lotion, Envy after shave lotion, Night fever perfume, Flora French perfume; Flora perfumed talc, Flora luxury talc, Flora nail polish, Medora toilet detergent, Lemon dew toilet detergent, Sandalina toilet detergent, Tibet Toilet Detergent etc. This new range of products succeeded in seizing considerable share of the upper-segment market, previously filled by the imported items of the kind.Up to mid `80s, KGI was a profitable concern. After nationalization, its yearly profit experienced an increasing trend till 1983. However, the profit started to decline and from 1986, it started incurring loss.The containing dismal performance of this once-profitable enterprise prompted the government to seriously pursue its privatization. The privatization process began in 1988, under the 51-49 plan as per industrial policy, 1986. The process consisted of -sale of 15% of shares to company workers and staff under Employee Stock Option Program (ESOP), 34% to the general public through the Stock Market and the remaining retained by the government. However the employees did not pay for their shares until 1989, so the government retained 66% for an extra year. In the second and final phase of the process, the retained 51% of the shares were offered for sale through open tender in 1992. These shares were eventually sold to the Orion Group in 1993. The Group, which had been a successful private sector owner of three other pharmaceutical concerns, was the highest bidder for the enterprise. Its interest in acquiring the Kohinoor Chemicals stemmed for its long association with the enterprise as a supplier/ contractor.During the prolonged period of privatization, the enterprise continued to run into losses. By 1993, the enterprise was running at only 13% of its annual production capacity and its sales revenue fell by 32% since 1990.Up to 80s, KCCL was doing well in government ownership; it could establish itself among the few profitable organizations of Bangladesh. But the nosedive came in the mid-80s. Surprisingly the financial condition of Kohinoor was thought to be satisfactory till an audit report discovered that it was making losses from the mid-80s in 86 alone, Kohinoor incurred a staggering losses of 5 Crore taka! It came as a total stock for everyone concerned. The reaction was so intense that the union workers beat the auditors up and threw him out of Kohinoor.But the process of decadence started long before this revelation. Each of the departments bore the sign of ill competence and inefficiency as well as incapability to react positively to the changing environment. We can take an inside picture of some of these departments to trill these marks of inefficiency that plagued the enterprise.The administration was in total disarray under labor unions constant interference. Management lost the bargaining power; the trade union maintained relationship with the concerned top officials and the minister. Improper demands from the part of labors caused many humiliating incidents, for example, breaking tabletop glasses was common event. The union dictated the production schedule and specification. They even sold machine parts and office materials outside. The management provided dress for workers. They took the opportunity and regularly misused this benefit and sold the Kohinoor cloths outside. The labor union also interfered with the recruitment; as a consequence the enterprise became overstaffed. The link between performance and payment was no longer there. Supervisors lost their control over workers.On their part, the management also grew inefficient and corrupt. In fact, after nationalization the management failed to raise the level of responsibility and accountability. Not only workers, but also the management including the top management, involved in malpractice and misuses of power and authority. The purchase procedure had flaws that caused Kohinoor to pay higher piece for materials. They also accepted below quality raw materials, which led to the quality deterioration of the products. No initiative was taken from the part of management to product development to respond to the changing market situation. For instance, Kohinoor used to produce ink earlier its quality matched with the consumers expectations. But suddenly it deteriorated. Its competitor youth ink that was imported from China took the opportunity and grabbed the market with superior quality. With a virtually non-existent MIS department and inefficient, laggard marketing department, it failed to identify the variables interacting outside that were causing changes in external environment.As far as production is concerned, Kohinoor maintained very old plant. In the detergent section, all types of detergents were made from a single plant and through a single process. Detergent, washing detergent, toilet detergent; every thing were produced from that plant and manually operated. The basic raw materials were produced in the plant. The main ingredient of detergent, sodium salt or plasmatic acid, called noodles or talo, was produced internally. The quality of detergent depends on these noodles. Since all materials were produced manually and did not have any sophisticated quality assurance device, the talos quality varied from batch to batch. Consumers found it inconvenient as Kohinoor failed to stick to a certain level of product quality for a longer period.Probably marketing department of KCCL was the most affected department due to this nosedive. This responsibility center was headed by a marketing manager who did not have much knowledge to combat the fiercely competitive market of consumer product. This department believed in selling concept. That is they believed that production of any product ensures its sell. Kohinoor had its star products like Tibet beauty care detergent, super lemon dew detergent. It also had a number of popular products like Tibet snow, Genstar shaving cream, Tibet Pumpkin Hair Oil etc. A little care and planning regarding the products could well retain its market. But KCCL paid heavily for its concept of taking the market for granted (selling concept). KCCL relied on a few sales representatives, who earned a fixed remuneration regardless of performance, and therefore lacked proper incentives. Its years old packaging gave consumers a monotonous appearance. In a changing society, KCCLs competitors often came up with better product. Kohinoor could not over trump in answer,Down the channel, Kohinoor followed a typical system of distribution. It dispersed products to wholesales from where retailers collected products. But usually in this process sales representatives play a vital role to increase demand. They do it by pursuing retailers through various methods such as giving commission and rapport building. Kohinoor sales representatives lacked the motivation to do this hectic job, due to their inflexible salary structure, Kohinoor lost its market as its consumer group moved to other brands. It happened that only the brand loyal consumers stuck to Kohinoor products. The market lost by KCCL was captured by its competitors such as Unilever, Keya Cosmetics, Squre toiletries, Moushumi Cosmetics industries millat chemical company etc.The government polices also did not help the Kohinoors case either. The reduction in import tariff structure led to a boom in the trading business, making competition much more difficult. Fake Kohinoor items also played a major role in Kohinoors losing market. This was a two-way process; fake Kohinoor products reduced the reliability of original Kohinoor products and take Kohinoor products flooded the market at a much lesser price.The government initiated the privatization process as it had had to the bear the burden of the huge cumulative loss. Ultimately it was handed over to the Orion group. On august 3, 1993 owners of Orion house, there brothers Obaidul karim, Rezaul karim and Ebadul karim bought KCCL, from BCIC through a sealed bid auction. Down payment was settled at TK. 8 crore approximately. Orion house diversified its business through acquisition of Kohinoor. Yet they took the challenge and succeeded in reducing loss. Within three years, the enterprise, experience an about-turn and first made profit in 1996-97 fiscal year. But the process of transition was never smooth. The new owners felt that the privatization board was slow to make decisions and every step required personal follow-ups. / Also the lack of commercial orientation and non-transparent dealings of the bureaucrats didnt make it any easier. But the toughest challenge was from the in-house; the labor unions and old management legacy. After acquiring it the new owners could not enter the organization for 7 days. They were able to enter the organization only after signing a contract with the labor union-the contract specified that no labor could be sacked without giving him certain benefits (like gratuity, provident fund) as was available in the BCIC period. Moreover the enterprise had to bear the burden of many politically affiliated workers. KCCL also had to carry a number of BCIC officers for 3 years on deputation. All these factors as well as the long prevailing bureaucratic bottlenecks made the change of administration quite difficult after privatization.The major task of the new management was to streamline the inefficient work force. It retrenched 45% of the employees, paying them due compensations. This large-scale retrenchment faced little labor resistance since it followed existing labor laws. The have reorganized their recruitment policy, selection criteria, performance appraisal and job evaluation system. Now administration department also has begun to recruit some professional graduates. As a result of a massive rightsizing, in 1993 the total numbers of workers were 1007, among them 405 were workers and 602 were staffs- the corresponding figure in 1998 is 623 comprising of 243 workers and 391 staffs.VISION, MISSION AND VALUES OF THE ORGANIZATIONVision of the OrganizationWe also have a vision to attain our avowed mission of assuming the above duty and responsibility. We envisage for a more beautiful tomorrow for the country, for the region and for the whole world.Mission of the OrganizationTime has rewarded us with the rank of leadership. But we will always remember what it means to us to be the leader in the market. We will always try to explore beyond the boundaries of possibilities. Customer need and the customer need alone will be our guiding philosophy in manufacturing and marketing of products that beautiful people and satisfy their souls.Values of the OrganizationQuality of the products, reliability, and strong distribution channel are the core values of the organization and are the basis on which they do business.ORGANIZATIONAL CULTUREKCCL build up an interesting and friendly working environment where all the employees play individual rules to achieve a particular goal for the organization. From the very beginning of KCCL, it knows that the organization needs to adapt to a culture consistent with their operation. The top management of KCCL puts a lot of emphasis on this. Along with the operation of the organization they also concentrate on the practiced & shared norms, values & customs of KCCL, which eventually has given the birth of KCCL culture, a culture incorporated with the revolutionary operation of the organization. KCCL is the pioneer in private sector housing finance in Bangladesh. From the very first stage, the top management of KCCL is confident to set the trend not only in regard to operational improvements but the trend for organizational culture as well. They know it is a challenge for them & intend to overcome that.Time, the keynote for discipline is largely emphasized at KCCL. In todays ever-changing environment any organization needs to be balanced rather than extremist in their practiced norms. In case of KCCL, the culture of the organization has succeeded to find the balance with the odd mixture of discipline & flexibility in their culture, which only disposition them to be aware of their surroundings.In the natural course of professional action employees are only interested to what benefits them. The nature of KCCL culture is such that after the employees have arrived in the organization each one of them goes through an attachment program, which helps in familiarizing of the employee with the present norm of the organization and makes him feel homely.BOARD OF DIRECTORS Md. Obaidul Karim Chairman Md. Rezaul Karim Managing Director Md. Ebadul Karim Directors Mrs. Arzuda Karim Directors Mrs. Shirin Akhter Directors Lt. Col. Kamal Ahmed PSC. (Rtd) Independent Director Abu Bakar Siddique Chief Financial Officer Md. Maksud Hossen Siddique Chief Internal Auditor Md. Ferdous Jaman Company SecretaryVARIOUS FUNCTIONALDEPARTMENTSKCCL comprises of six departments. The Various Functional Departments are: Sales and Marketing Department Account and Finance Department Production Department HRM and Admin Department Store Department Audit and Survey DepartmentSales and Marketing DepartmentThere is one Executive vice president in sales and marketing department. He is the head of this department. In this department there are four Divisions; Brand, Sales, Distribution and MIS. In distribution there is another sub division that is Excise and VAT. Under the Excise and VAT there are AVP-VAT, one Executive, one Jr. Executive, two Officers, three Jr. Officers and two Staff. Under the Vice president of distribution there is one Sr. Executive, one Executive, one Jr. Executive, one Officer, and three Jr. Officer. Four depot under this department-Central Depot, Ctg Depot, Sylhet Depot, Bogra Depot, Barisal Depot, and Khulna Depot. Another subdivision of this department is Brand. Under this department there is one Asst. Vice President, one executive, Six Jr. Executive and one Officer. Another subdivision is sales. Under this division there is one Asst. Vice President, five Asst. sales manager, seventeen regional managers, eighty one district sales officer and asst. district sales officer, and 523 persons are Sales representative.Another part of the sales and marketing department is MIS. Under this part there is one Asst. Vice President, one Sr. Executive, one Jr. Executive, two Officers, and one data entry operator. In this department there is one officer (sales admin.), one Jr. Officer (Sales admin.).Functions and Responsibilities of Sales and Marketing DepartmentThere are four sub-divisions in sales and marketing department. The divisions are: Brand Distribution Sales and MISJob of of Brand Department: The Functions and Responsibility of Band are: Product Nourishing Media management Ad Scheduling Coordinate with TV channel Correlation with media Press scheduling Event management In-house program New product development Production follow-up Management of summer and winter program Communication with Ad agencies and suppliers Supply chain management for packaging and raw material Decision about size, color, shape, weight of products Check the raw materials List the raw materials and give it to the purchase departmentJob of Distribution Department:The main function of this department is to deliver or distribute the products to the distributors. There are 162 distributors who distribute the products to the stores according to order of sales representatives. The responsibility of this department is to deliver the products to the depot. The distributors send the Bank Draft to the distribution department and then it is deposited to the bank. This department also monitors the whole distribution channel over the country.Job of Sales Department: The responsibility of sales department is related to the distribution department. The sales representatives take the order from different stores and give the list to the distributors. The ADSO (Assistant District Sales Officer) and (District Sales Officer) DSO monitor the (Sales Representative) SR, (Regional Manager) RM monitor DSO and ADSO, and (Assistant Sales Manager) ASM monitor RM.Job of MIS Department:The MIS department keeps all the information of sales, distribution and other management information. This department keeps the information of all field force and their responsibilities. Every day the SR takes the order from the store and send message to the MIS departCOMPETITIVE ANALYSISKCCL has already made significant progress within a very short period of its existence. The company has been graded as accompany in the country. The companyhas already occupied an enviable position among its competitors after achieving success in all areas of business operation.INDUSTRY ANALYSISPorters Five Forces Model The five forces analysis will aim to identify the key forces, which will affect the level of competition in detergent market where white detergent is marketed.Threats of Potential Entrants Entrants (Low) SuppliersBargaining Power (Low) CompetitiveRivalry(High) Surf excel wheel chaka BuyersBargaining Power (High)

Threat of Substitutes (High) SubstitutesLaundry items requires high capital investment in order to enter market and KCCL have built up experience and distribution channels to compete effectively in the industry and able to tailor detergent for the market to meet customers demand. There would be no chance for any company to come in the detergent market within very short time.Threat of Substitutes (high)Consumer in our country very often purchase normal power detergent like wheel lemon, Tibet lemon, Keya etc instead of power detergent as they are not aware about what is the usage of normal power detergent or power detergent. They use both detergent for one purpose so threats of substitutes are high in this case.Bargaining power of Suppliers (low)KCCL is a big and strong business entity, which cannot be easily influenced or forced in its decisions by suppliers, as it is not dependent on one supplier. Raw materials for detergent come from different suppliers in different countries.Bargaining power of Buyers (High)Customers frequently keep on demanding more new products, better features and great variety at acceptable prices. This has forced KCCL to develop new variant of detergent. If not then consumers can switch to competitors products.Competition (High)KCCL Detergents main competitors are surf excel, wheel, chaka brand. Unilever Company is the market leader. Due to this KCCL was under pressure to create something new.Boston Consultancy Group Matrix (BCG)A key resource of strategic planning is the ability of the management to envision its current product base, with respect to product life cycle (PLC), cash flows, and the extent of financial and non-financial support required and justified by each product. Concordantly, the BCG matrix is an effective strategic tool that can help the management decide on which products to build on, which products to support, which ones require corrections, and which brands should be let go off. The following figure illustrates the current positioning of KCCLs main bread earners with respect to their market share, and market growth.SWOT ANALYSIS OF KCCLThe KCCL enjoys a reputation in the country. The strength, weakness, opportunity and threat of KCCL are as follows-Strengths KCCL has good quality and hygienic products. It has advanced technology. It has good brand name Tibet. Pioneer in manufacturing high quality beauty and personal care products in this subcontinent. Strong and qualified management. Commitment to be directed towards to quality service. Competitive price/commission. Trained salespeople and committed employees to customer. Forward looking and continuous development. Organizational culture to value the customers most. Product recognition already exists in customer mind. Weaknesses Difficult to manage large employees. High cost for the training of the salespeople. Less attractive packaging in case of some laundry shop. Absence of teamwork between branches. Heavily depends on head office for decision making. Lack of incentives and rewards from the management section. Sometimes Lack of Motivation of workers.Opportunities Expand market internationally It can Increase the demand in the customer mind through most visible advertising. Through huge Investment in potential country, achieve maximum market share. To relate the Management properly.Threats Some other company (like Keya, Uniliver, Arometic). Countrys strict rules and regulations. Customer awareness of pricing and service. Political stability breakdown the outcome result.CUSTOMERSGenerally the Customers of the products are the people of all over the country, especially for lower income to middle income people. Some products are for special target groups such as the Sandalina sandal soap are made for the beauty conscious woman. The popular laundry soap is made for the up market target group. Tibet Pure Coconut Oil is for all class of female consumers. The customer of Genstar Lather Shaving Cream is the saloon of all over the country.USE OF THE PRODUCTSTable 1: Use of Products

Product NameUse

Tibet Beauty Care Soap (Pink)It is useful for normal skin. It soft, smoothens and improves skin with the caring effects of its valuable ingredients, influences skin function. It removes the skin wrinkle and also maintains brightness of skin.

Tibet Beauty Care Soap (White)It is useful for dry skin. It restores lost moisture of the skin. Leaves the skin feeling wonderfully soft and supple.

Tibet Beauty Care Soap (Green)It is for oily skin. It tones the skin with natural astringent effects of 7 herbs, gently removes excess oils, leaving skin soft and fresh.

Tibet Beauty Care Soap (Purple)It is for delicate skin specially prepared to be gentle and safe on skin. It provides skin caring and protecting effects, leaves skin always soft and supple.

Super Lemon Dew Skin Care SoapIt is high quality skin care soap made from 100% Vegetable Fat. Lemon Dew keeps darling skin soft, fresh and evergreen.

Sandalina Sandal SoapSandalina Sandal Soap is made from the natural Mysore Sandal Wood Oil to take care of even the most delicate skins, cleansing thoroughly, gently and naturally.

Tibet Detergent PowderIt is prepared from non effective extra power whitening and brightening agents to protect delicate skin and fabrics.

Tibet Medicated Hair OilIt is a seamless blend of antibacterial, multivitamin complex and henna oil is among the active ingredients.

Tibet Laundry SoapThis is also very soft on skin & effective to remove dirt and stains on cloth. After washing cloth by Tibet Laundry Soap

Tibet Ball SoapIt bright and protect the cloth

Tibet Pure Coconut OilRegular use of Tibet Pure Coconut Oil keeps your scalp cool and makes the hair shiny as well as black.

Bactrol Family Health SoapIt is useful for dry skin. It restores lost moisture of the skin. Leaves the skin feeling wonderfully soft and supple.

Tibet Tooth PowderIts enormous foam preserves the teeth from germs and decays, keeps away bad odour from mouth and gives a healthy clean breath.

Tibet Baby LotionTibet baby Lotion keeps babys skin soft, fresh and gentle.

Tibet Lather Shaving CreamIt guards the facial skin against infections and generates profuse lather. The creamy lather softens the beard quickly and its protective ingredients help the blade glide over the skin gently.

Genstar Lather Shaving CreamIt is enriched with some special elements to soften rough beard to ensure smooth shaving. It leaves face fresh for hours after shaving. It also improves the performance of razor.

Tibet PomadeIt is specially prepared to keep the lovely hair delicately soft and ever radiant. It smoothens and nourishes dry hair and scalp. It also smoothens chapped skin and helps to prevent nappy rash.

Tibet SnowIt beautifies the skin through cleansing the skin naturally and leaves it soothing, soft and bright.

Tibet Lip gelAn addition of extra moisturizing and emollient agents with pure jelly and mineral oils makes this product neat all day long protection against cracking and chapping and of the lips in the dry winter season.

Tibet Talcum PowderTibet Talcum Powder is sifted through silk bloating cloth with 350 meshes. It absorbs moisture, leaving the skin dry and smelling fresh.

Tibet Luxury Talcum PowderTibet Luxury Talcum Powder takes care and protects the skin without disturbing its natural pH balance.

Tibet Prickly Heat PowderBy absorbing excess perspiration it soothes heat irritation quite instantly.

Fair & CareIt gives extra softness and removes harshness from skin.

Fruity Chap StickIt protects lips against adverse (dry and cool) weather.

Ice coolIt keeps from bacteria, fungal agents and body odor all day long.

Xpert Dish wash PowderLemon fragranced Xpert Dishwash powder is a special blend of active ingredients that gives fastest cleaning action against grease, oils-fat, stains and other deposits without any scratch.

Tibet cold CreamIt is a specially formulated skin care cream with Skin Nutrients, Moisturizing elements and a special Beauty Oil. This cold cream takes extra care against dryness, skin wrinkling, roughness, and natures other unkind effects on delicate skin. Regular use ensures skins softness and well preserved.

PRICEPrice is the exchange rate of the product. In many cases price communicates little more than the exchange rate. It also communicates status, snob appeal, quality, low purchase risk etc. In case of soap and cosmetics products price follows Law of demand rules. In this case if the price increases for the product the demand falls and vice versa. This may be applicable for undifferentiated products in most of the cases.In case of pricing of KCCL, they follow the lower pricing strategy and also follow the competitors pricing strategy. They also follow the product variety strategy.Price lists of KCCL products are given in below:Table 2: Price List of KCCL Products

Name of the productsweightM.R.P

A.Laundry soap

1Tibet 570 Soap130 gmTk. 12.00

2Tibet Laundry Soap (G+B+Y)130 gmTk. 13.00

3Tibet Ball Soap130 gmTk. 12.00

B.Beauty Care Soap

4Tibet Beauty Care Soap40 gmTk. 7.00

5Tibet Beauty Care Soap50gmTk. 10.00

6Tibet Beauty Care Soap75 gmTk. 15.00

7Tibet Beauty Care Soap00 gmTk. 20.00

8Bectrol Family Health Soap70 gmTk. 10.00

Health Soap

7Bectrol Family Health Soap70gmTk. 10.00

8Bectrol Family Health Soap100 gmTk. 17.00

9Ice cool Soap75 gmTk. 16.00

10.Sandalina Soap75 gmTk. 18.00

C.Coconut Oil

11.Tibet coconut oil100 mlTk. 33.00

D.Snow/Cream/Lotion

12Tibet snow50 gmTk. 35.00

13Fair & Care Fairness Cream50 gmTk. 50.00

14.Tibet Petrolium Jelly15 mlTk. 15.00

E.Fruity Chap Stick

15Fruity Chap Stick (Blister)4.2 gmTk. 30.00

16Tibet Lip gel10 gmTk. 18.00

17Tibet Baby Lotion50 mlTk. 35.00

18.Glycerine60 gmTk. 30.00

F.Dental Cream

19.D-Dental Cream (W+G)45 gmTk. 19.00

20.Tibet Tooth Powder40 gmTk. 10.00

G.Saving Cream

21.Genstar Shaving Cream100 gmTk. 40.00

H.Powder

22Sandalina Sandal Talc100 mlTk. 35.00

23Prickly Heat Powder100 gmTk. 32.00

24Tibet Baby Powder50 gmTk. 20.00

Source: sales record of KCCL.DISTRIBUTION CHANNELDistribution system involves getting the right product to the right customer in the right place at the right time. KCCL has got a very strong distribution network in which the total market is divided into various sectors according to the geographical location.Table 3: The Distribution Channels of KCCL.

SL #ZoneASMRMADSODSOSSR/SRTotalField forceDistributorTotal

Dhaka Zone111

1Dhaka-1131231432

2Dhaka-21412728437

3Dhaka-31222533636

4Narayangong1122430735

Sub Total141069912021141

Mymensing111

5Gazipur1133237542

6Tangail1312429938

7Mymensing1322935944

Sub Total13768510223125

Chittagong111

8Chittagong14137431659

9Comilla14340481664

10Noakhali14340481664

11Sylhet14236431659

Sub Total1312611313548183

Khulna Zone111

12Khulna12435421557

13Barisal14235421961

14Faridpur12129351045

Sub Total131079912044164

Bogra Zone111

15Bogra1422633740

16Rajshahi1402530838

17Rangpur13228341145

Sub Total13114799826124

Grand Total5165029475575162737

Source: Department of Management Information System of KCCLPROMOTIONThe aim of the promotional efforts in marketing is to influence potential customers positively toward the organization and its products so that they will purchase those products. The major promotional activities for Tibet Detergent Powder of KCCL involve the followings: Billboard Delivery Van Free Premium: KCCL gives some free items with the products. If a person but 500 gm Clean Master he will get 200 gm free Xpert packet. Event Promotion: KCCL sometimes arrange program like Ruper Mela for Fair & Care. Sponsorship: KCCL also arrange some sponsorship programs such as sponsorship at some school/college program like Vikarunnisa Debate Program, YWCA School Debate Program. Household Campaign Sponsorship of some social awareness program Tibet Detergent lottery Program Genster Saloon Upohar AdvertisingAdvertising refers to impersonal communication about ideas or products by paying identified sponsor. KCCL pays more attention in advertising because of competitive market. It uses different kinds of media for advertisement that are: Print media-Newspaper and Magazine Live Media- Television and Radio Outdoor Media-BillboardThe advertisement of KCCL is published in different types of Magazine such as Annondo Alo, Annondo Dhara, Saptahik 2000, Annodin, The Friday Daily Star Magazine and Binodon. Different types of TV channels are also used for advertisement which are-BTV, Ntv, ATN Bangla, ETV, Channel i and Digonto TV.GLOBAL ACTIVITY KCCLs global operation is not that much. Only 5% of its total profit comes from export. KCCL mainly export its product to our neighboring country like India, Pakistan, Nepal. But the company wants to export their product in other region or countries such as Africa, Middle-East and Central Asia which is under process.AN OVERVIEW OF THE DETERGENT INDUSTRY IN BANGLADESHAccording to interviews conducted with wholesalers, brand managers and SRs, the estimated size of the detergent market in Bangladesh in 2009 was worth BDT 617.1 crore. While the detergent industry is considered by many as relatively mature market, the industry has grown significantly in the last few years, especially in the upcountry areas of Bangladesh. Table 1 aggregates the size and growth rate of the detergent industry between 2005 and 2009.20052006200720082009

Market Size436.8474.8539.5580.1617.1

2005-20062006-20072007-20082008-2009

Market Growth Rate6.4%7.5%13.6%8.7%

Table 1: Market size and growth rate of the Detergent Industry (in BDT crore)As the data indicates there has been significant growth created from penetration into the rural and semi-urban, where rising adoption rate of detergent has fueled growth in the detergent industry. In many parts of the country however, especially in places like Khulna and North Bengal, detergents prove to unpopular due to the high salinity in the water. Evidently, consumers prefer using ball detergents such as Tibet 570, Pocha and Wheel Bar for their washing, rather than detergents. It is to be noted however, that with respect to Jet Detergent. KCCL faces competition from a wide sphere of alternatives. On the broadest level, the brand competes with ball detergents, dry cleaners, liquid detergent, and other detergents and washing powders. Essentially, the differentiation between detergent and washing powder lies in its bulk density and cleaning process. Washing powders employ oils, which coagulate with the dirt and pulls it out of the fabric, and this residue precipitates to the bottom of the container. Preparation of detergents requires a high velocity spray drying mechanism as well. In contrast, washing powder essentially employs burst technology, where the dirt is pushed out of the fabrics, in the process often damaging the fabric itself. With respect to the specific competitive sphere for Jet Detergent Powder, the following figure shows its relative position within the overall industry. However, field visits and interviews with KCCLs channel partners indicate that the market for Detergents is highly segmented with respect to price. It should be noted that Wheel dominates the low price segment in terms of volume, while Surf Excel has the largest share with respect to the high price premium detergent segment. With respect to the overall market, Jet detergents overall sales value only accounts for only 4% of the overall industry and Tibet detergent overall sales value only accounts for only 4% of the overall industry.RESEARCH PARTINTRODUCTIONThe Detergent markets of Bangladesh are developing rapidly now a day. Continuous improvement of quality, efficient marketing strategies and strong distribution network for detergent industries have worked miracle for developing a sustained Detergent market of Tk 617 crore in Bangladesh. The growth came along the footprints of some multinationals that established dominance through their strong marketing mechanism. A large number of firms produce toiletries products like toilet detergent, cosmetics and other perfumes. However, only seven firms control 95 % of the market share. These firms are Unilever, Keya Cosmetics, Kohinoor Chemical Company, Lily Cosmetics, Marks & Allys Ltd., Aromatic Cosmetics Ltd. and Squares Toiletries. An analysis of market share of soap, cleaning detergent, laundry detergent and detergents of major cosmetics and toiletries firms in Bangladesh reveals that Unilever Bangladesh plays the dominant role in the market. Global market researcher ACNielsen recently surveyed that in the year 2006 market of fast moving consumer goods increased by 6.7 percent in Bangladesh while in India growth was 6.3 per cent. The detergent markets of Bangladesh are developing rapidly now a day. Now, throughout this internship research has been conducted on gaining the consumer insights for this brand. Upgraded life style in villages, with detergent being the first preferred laundry input affordable to all, has led to the tremendous growth of detergent market. Local companies take lot of marketing activities to hold their current market share as well as grab anothers market position. To do this Kohinoor Chemical takes marketing plan for detergent so that white detergent could hold its market share. In recent years, market growth of FMCG including detergent is very encouraging in rural areas of Bangladesh, finds the market survey by AC Nielsen.ORIGIN OF THE REPORTThis report is written as a partial fulfillment of the internship program of MBA by A.B.M. Wahid Murad; Roll No.M0910039, major in marketing, MBA program for Chairperson, Internship and Placement Committee, Bangladesh University of Professionals.BACKGROUND OF THE STUDYDetergent is one of the popular and core product of Kohinoor Chemical Company (Bangladesh) Ltd. But it was unable to capture the maximum market share than other companies whereas industry growth rate of detergent is increasing. Now a days wheel detergent & surf excel is covering more than 70% market share among the all players. The present market share of Tibet detergent is not acceptable by the management thats why; it is needed to identify the cause of not increasing the market share of Tibet detergent. In addition to this, it is also needed to identify why the competitors are doing well. This research paper will highlight the suitable marketing strategies for KCCL so that the KCCL can promote promotional and other marketing activities effectively to attract concern customer and can be a profitable business in Detergent Sector.PROBLEM AND PURPOSEMANAGEMENT PROBLEMTibet is one of the major products of KCCL. Management knows that the quality, price and other benefit of Tibet Detergent is not very different from competitors but why the market share of this detergent is not increasing expectedly whereas industry growth rate is increasing. So the management wants to know how to incrfease the current market share of and wants to launch a new white detergent powder to increase market share.Management decision problems for this research are:1. Should the quality, price, package, design and shape of Tibet needed to be improved and reengineered to increase the sell? 2. Should the market promotional strategies be changed?RESEARCHER PROBLEMResearcher Problem refers to find out what types of data and information is needed to be preparing the work and how it can be obtained in the most suitable way. Researcher problems are as follows:1. To identify the market current share of competitor 2. To know about customer psychology 3. To determine the effectiveness of existing promotional activities 4. Analyze present marketing strategies and formulate suitable marketing strategies of detergent powderPROBLEM STATEMENTLaundry soap used for washing clothes is time consuming and not comfortable way for washing clothes. Customers prefer for washing their clothes in a more convenient way like it has been mentioned that, few years ago Kohinoor launched Laundry Detergent under brand name Tibet. But it was unable to capture the maximum market share than other companies, the reason was that, it was incapable to compete with the dominant brand wheel power white, surf excel under laundry detergent category. Furthermore, it was incapable because of its inconsistency in distribution and lack of product uniqueness. That is why the company has come up with a new idea and they want to launched a new shaped and designed white detergent powder which enriched with new ingredients .So here the studying issue is that with the help of indepth interview researcher need to check out first the existing perception level of consumers about using and then it will come to the main issue what should be the marketing strategy to compete with existing market leader. Finally then it will be further anticipating that whether this new initiatives make the nonuser become user and ultimately will increase the market share for the company. Since there is a potential for the company (KCCL) to capture the market share of power white detergent powder.IDENTIFY THE RELATED VARIABLESIndependent VariablesConsumer promotionPrice perceptionProduct quality perceptionAvailabilityDependent VariablesCustomer satisfactionBrand loyaltyOBJECTIVES OF THE STUDYBROAD OBJECTIVE To analyze the present marketing strategies and then formulate suitable marketing strategies of Launching White detergent powderSPECIFIC OBJECTIVE1. To find out the demand for detergent powder2. To find out the perception of the users about detergent powder3. To find out the suitable promotional activities followed by the different companies promotion activities by different companies4. To analyze how customers will be satisfied.5. To find out the demographic characteristics (age, income, occupation etc.)6. To find out the effective price of detergent powder7. To find out the available and suitable places for selling detergent powder8. To find out the present marketing strategies, objectives of other detergent companies.SCOPE OF THE REPORTThe report consists of mainly two broad parts like- The Organizational part and The Project part: The Organizational part includes a description of Kohinoor Chemical Company Ltd, its background, history, organizational structure, financial performance, and description of the services provided by the Company. The Project part consists of to identify the demand for , who are the users of Detergent, compare strategies and objectives of different Detergent Industries and how to and what types of marketing strategies should be formulated for KCCL.LIMITATION OF THE STUDY To achieve the objective it is needed to collect data from outlets who sale . But for time cost and other limitations only the Dhaka City will be considered for collecting data. The time of this study required a detailed interview of both consumer and wholesaler and retailer so it may be difficult to getting access them as they are very busy. This report is the result of 10weeks. This time is insufficient to know all activities of the branch and prepare the study. It was very difficult to collect the information from various personnel for their job constraint. Every organization has their own secrecy that is not revealed to others.BENEFITS OF THE STUDYThe uses of are increasing, so it is important to have an idea about what the consumers of and their perception about various features of, what are their problem areas, what are their recommendations. The study helps to know what the present is and what will be the future demand of white and how to increase users and their satisfaction level. To provide what types of marketing activities can be formulated.This research will facilitate KCCL to know the accurate market situation of and what customers want from the company. It will provide information about marketing strategy. This study will provide a comprehensive idea to KCCL to develop market share.RESEARCH QUESTION AND HYPOTHESISRESEARCH QUESTIONQuestion-1: How many people use detergent powder?Justification: From this question I can come to know presently how many customers are using detergent powder. This will help me to how to increase detergent powder users.Question-2: Who are the users of detergent powder?Justification: From this question I can come to know who are the users of detergent powder are and we can also know about their gender, income, age and occupation etc. This will help me to focus or identify the targeted customers.Question-3: What are the present marketing strategies, objectives or practices in different detergent companys for washing facilities?Justification: From this question I can know that there are different types of detergent companies offering washing facilities, what are their marketing strategies, objectives are practicing. This will help me to compare strategies and objectives with each other and KCCL can formulate suitable marketing strategies.Question-4: What is the demand for detergent powder?Justification: From this question I can come to know the current demand for detergent powder and can identify the potential detergent powder users.Question-5: What will be the price of detergent powder?Justification: This answer will help me know about customer perception about price of detergent powder.Question-6: Why people use detergent powder?Justification: From this question I can get what are the reasons (for better cleaning, gentle on clothes etc.) for that people use detergent powder.Question-7: What types of advertisement or promotional activities should be carried out?Justification: From this question I can come to know what types of advertisement will be more effective such as print media, live media and campaign.Question-8: What will be the features and facilities those increase customers satisfaction?Justification: From this question I can come to know how to increase customers satisfaction. The features and facilities may be availability, packaging and quality, price of purchase, promotional activities etc.RESEARCH HYPOTHESISHypothesis-1:At 95% confidence levelNull Hypothesis Ho: More than 45% people would not like to use detergent powder.Alternative Hypothesis H1: More than 45% people would like to use detergent powder.Hypothesis-2: At 95% confidence levelNull Hypothesis (Ho): Less than or equal to 50% consumers look for quality while Purchasing detergent powderAlternative Hypothesis H1: More than 50% of consumers look for quality while purchasing detergent powderHypothesis-3: At 95% confidence levelNull Hypothesis (Ho): Less than or equal to 50% consumers look for Packaging (attractiveness, size etc) while Purchasing detergent powderAlternative Hypothesis H1: More than 50% of consumers look for Packaging (attractiveness, size etc) while purchasing detergent powder.Hypothesis-4:At 95% confidence levelNull Hypothesis (Ho): Ho: 0.75 Low price will not increase customer satisfaction.Alternative Hypothesis (H1): Ho :> 0.75 Low price will increase customer satisfaction.Hypothesis-5: At 95% confidence levelNull Hypothesis (Ho): Ho: 0.60 Promotional activities will not increase detergent powder users.Alternative Hypothesis (H1): H1 :> 0.60 Promotional activities will increase detergent powder users.Hypothesis-6:At 95% confidence levelNull Hypothesis (Ho): Ho0.80 customers income less than 5,000 tk does not use detergent powder.Alternative Hypothesis (H1): H1>0.80 customers income more than 5,000 tk uses detergent powder.RESEARCH METHODOLOGYThis section will describe how the research will be proceeding. More specifically this section describes about the target population, sample frame, sampling technique, data testing procedure etc.Type of ResearchThe research is an applied one because it provides solution. It aims to find out the specific information needed by KCCL regarding their laundry. The study in this paper is not a causal one because it is not aimed at finding out the cause and effect relationship amongst the relate variables. The data collection and findings will be mainly basing on quantitative method and for interpretations and recommendations qualitative approach will be followed.Basic Research MethodThe basic research method in this study will be survey method initially will be carried out to get the information of investment on laundry detergent of different detergent companies existing in Bangladesh which are existing in the market. As experiment study is costly so it will not be undertaken.Sampling PlanSampling is almost to do a complete census of most population. A properly designed sample is more efficiently managed, less costly and can provide the level of information necessary for the desired objectives. In this case data will be collected from employees of Kohinoor Chemical Company and also from the retailers and consumers of laundry detergent powder of Dhaka city. The steps followed in the sampling design are briefly discussed in the following:Target PopulationTarget population is the entire number of people those are considered as a part of the research. As the broad objective of this research is to analyze the present marketing strategies and then formulate suitable marketing strategies of new product white detergent powder thats why the target population for this research is company owners, company employees, retailers/wholesalers and consumers of laundry detertgent powder. Due to time and resources constraints the retailers and c