The document provides details about the strategic marketing plan for a laundry detergent brand called "Spin N Clear" in Pakistan. It discusses the company profile, target market analysis, competitor analysis, marketing strategies, and financial aspects. The target market is mainly housewives and mothers from lower middle class to upper class families. Key strategies include promotional campaigns, improving packaging, branding local laundry shops, and attracting customers through functional benefits and new product lines.

2. Strategic Marketing Syed Ali Kamran M. Farhan Saleem Hussain Zain ul abideen Opportunity Seizers

3. Company Profile: Type of Business: Product Industry Company Name: GFK detergents co. Product: Spin N Clear! USP: Cost focus, Differentiation Logo: Tag Line

5. Different Stains

6. Introduction to Industry

7. Pakistan’s Laundry Industry

8. Pakistan’s Laundry Industry Detergent Market Soap Market Major Players in Detergent Industry are

9. Customer Analysis

10. Target Market Geographic Segmentation Location All over Pakistan (rural urban) Population 180million approx Demographic Segmentation Age 18 and above Family Size Small / Nuclear Family Occupation Housewives / Mothers Physiographic Segmentation Class Lower Middle Class, Middle Class, Upper Middle Class and Upper Classes Those who want their kids to learn while growing but conscious of dirt. Psychological Characteristics Brand Conscious, Status Conscious, Highly Educated, self motivated Behavioral Segmentation Motives Self Actualization Category High End Needs Involvement Low Involvement Benefit Sought Segmentation Stain Removal Want stain removal in one go/wash

11. Customer Analysis Customer Motivations Unmet Needs Complete cleaning of stains and all in just one wash A customer wants to save energy and water while doing their laundry. Customers want to reduce the laundry burden and thus are looking for complete cleaning of stains in one go. Customers looking for a detergent which takes care of their hands also (doesn’t dry them) Over price and quality customers prefer good quality so that their laundry job is done without any nuisance Reduces wrinkling so less ironing. Uses less water-with water issue. Anti bacterial formula-doesn’t allow germs to form when you sweat Going for different skin types/allergies-people who have dry

12. Competitor Analysis

13. Direct Competitors Class Middle Class, Upper Middle Class and Upper Classes Family Size Small Family Occupation Housewives / Mothers Class Lower Middle Class, Middle Class, Upper Middle Class and Upper Classes Family Size Medium / Big Family Occupation Housewives / Mothers

14. Market Analysis

17. Industry Attractiveness Summary Components Implications Threat of new entrants High Bargaining power of buyer Low Threat of substitutes Moderate to low Bargaining power of suppliers Moderate to low Threats of rivalry among competitors Moderate to low

18. Internal Analysis

19. SWOT Analysis

20. SWOT Analysis Strengths Strong brand image and brand awareness of ‘Spin N Clear’. Large sales force. Strong and healthy relationships with distributors and retailers. Strong brand portfolio Wide Innovation aspects Excellent distribution Success of slogan-stains are good Weakness Strong competitors High price of product Substitute product Opportunities Changing life style New markets Increased standard of living More awareness High rate of population growth. Rising literacy. Threats Unbranded/ smuggled washing powder Political issues Rising inflation, Profit margin is exposed to rupee devaluation. Threat of imposing regulatory duty

21. BCG Matrix

22. PLC:

23. Recommended Strategies

26. Value Proposition Target Market Functional Benefits Cleans and protects Emotional Benefits Stains No More! Self expressive Learning by doing Main segment Housewives/ Ladies Another segment Laundry business Niche Market Students and other groups etc.

27. Marketing Mix Product Launching a specialist powder which is exclusively used for Machine washing and Tub washing . Price Spin N Clear is a Quality product with affordable prices. Place Same distribution through modern trade (superstores) and kiryana stores etc Promotion Regular education and awareness-building campaigns Stock availability in relevant outlets. Moreover, as consumers become more aware it is important to build credibility of an offering like Spin N Clear product line.

28. Product: Spin n Clear is devised to cater the needs of customers and provides the best solution for their dirty cloths. Price Penetration Strategy: The prices of spin n clear detergent powder for various sizes of packages are as follows; 2Kg -------------------------------- Rs 199.00 1 Kg -------------------------------- Rs 99.00 500g -------------------------------- Rs 59.00 200g -------------------------------- Rs 29.00 65g -------------------------------- Rs 9.00 4 P’s

30. Macro-enviornment:

34. Distribution Structure Detergent Industry National Sales Distributor Regional Sales Distributor Common Distributors Wholesalers Large Retailers Macro Outlets Retailers Final Consumer

36. Hoarding:

37. BUS Floats

38. Promotional Campaign:

39. Strategy Alternatives Improve packaging of product as the current plastic bags once get opened are hard to maintain and handle. Branding some local laundry shops and selling the product to those shop owners at minimum revenue. Go into new products like liquid washing solution / laundry detergent that is super concentrated so you use 75% less liquid could be the, meaning less packaging and easier carrying.

40. Attracting consumers through detergents with functional benefits such as scents, creating new forms of products such as liquid detergents. Entering adjacent markets such as the pre-wash and post-wash segments. Strategy Alternatives