Dabur India Ltd has launched a new hand sanitizer brand called "Dabur Sanitize" to enter the growing hand sanitizer market amid the COVID-19 pandemic. The product is initially available on e-commerce platforms and competes on price while promising 99.9% germ protection. Marketing strategies include competitive pricing, promotions through rickshaw pullers and delivery partners, TV and social media ads highlighting family values and social responsibility. The target segments are urban families looking for an affordable yet effective hygiene solution.
Dabur India Ltd has launched a new hand sanitizer brand called "Dabur Sanitize" to enter the growing hand sanitizer market amid the COVID-19 pandemic. The product is initially available on e-commerce platforms and competes on price while promising 99.9% germ protection. Marketing strategies include competitive pricing, promotions through rickshaw pullers and delivery partners, TV and social media ads highlighting family values and social responsibility. The target segments are urban families looking for an affordable yet effective hygiene solution.
Dabur India Ltd has launched a new hand sanitizer brand called "Dabur Sanitize" to enter the growing hand sanitizer market amid the COVID-19 pandemic. The product is initially available on e-commerce platforms and competes on price while promising 99.9% germ protection. Marketing strategies include competitive pricing, promotions through rickshaw pullers and delivery partners, TV and social media ads highlighting family values and social responsibility. The target segments are urban families looking for an affordable yet effective hygiene solution.
Dabur India Ltd has launched a new hand sanitizer brand called "Dabur Sanitize" to enter the growing hand sanitizer market amid the COVID-19 pandemic. The product is initially available on e-commerce platforms and competes on price while promising 99.9% germ protection. Marketing strategies include competitive pricing, promotions through rickshaw pullers and delivery partners, TV and social media ads highlighting family values and social responsibility. The target segments are urban families looking for an affordable yet effective hygiene solution.
Brand- Dabur Sanitize Dabur today operates in key consumer product categories like Hair Care, Oral Care, Health Care, Skin Care, Home Care and Food. It has announced its entry into the Hand Sanitizer market with the launch of ‘Dabur Sanitize’. Available initially across all e-commerce platforms. The brand decided to launch its Hand Wash product and grab the market amidst the dying need of hygiene all over the world. The product competes highly in terms of price and promises the standard 99.9% germ protection. The slogan সুলভে সুরক্ষা signifies it’s affordability and protection assurance.
Nego Legends Internal and external analysis
S STRENGTHS
WEAKNESS
T W SWOT THREATS
OPPORTUNITIES
Nego Legends Five Forces Analysis
Bargaining power of Threats of buyers new entrant Threat of due to many brands Internal Substitution buyers have so many In this pandemic and rivalry and also after this pandemic options. Technically Bargaining competition Hexisol, hand sanitizers this is an advantage power of more brands will try to The winter is coming for us because we are suppliers Competition is vast enter in the market. and people sometimes providing our product and the market is Because the demand of don’t want clean their with low cost already. Bargaining power of matured. So many this now high and they hand with cold water. The bargaining power suppliers is low strong brands are would try to come with Alongside the price of of buyers is high in the because of matured already dominating new features, ideas to hexanol is cheap. But market and buyers market. So many the market. But due penetrate the market. according to our survey might prefer our established brands are low price they can So, this threat is much threats of substitution product for low price. already in the market. challenge the race higher is not so high
Price Strategy- Penetration Strategy*Competitive pricing Set at MRP 45
Place Super Markets/Hyper Markets- Shwapno,Meena Bazar,Agora,Mostafa Mart,
Unimart, Lavender, Daily Shopping etc. Online retail- MeenaClick, Chaldal, Jogaan, Sheba groceries, Shwapno, Daraz grocery store,e-fresh store etc. Grocery stores, Convenient stores, Departmental stores, Pharmacy and drug stores
Promotion Awareness Campaign1
Awareness Campign2 TVCs and Social Media marketing
Nego Legends Awareness Campaign 1 “ পিপিভে থাকভে না ককউ ”
• Action- Distribute Dabur Sanitize
Hand wash along with promotional t shirts among 2500 rickshaw pullers in urban + sub urban areas around the country • Impact- Awareness reach estimated/week= 25,00,000 locals all around • Estimated total expense- BDT 2,00,000
Nego Legends Awareness Campaign 2 “Strategic Collaboration”
Dabur X Pathao, Sheba, Food panda,
Shohoj, E- Valy
• Action- 500 Delivery people
wearing t shirts showing both the company’s persona and Dabur Sanitize Handwash • Estimated Reach- 100,000/day • Estimated Expense- 100,000
Nego Legends TVCs Nego Legends
TVC For 1st Quarter
• Do it for your grand TVC for 2nd quarter father and grand mother, do it for those We protect each other who shaped your world Emotion- Patriotism, • Emotion- Family social responsibility affection, family and personal responsibility
Social Media Marketing
YouTube, Facebook and Google ads High lights- • Standard of Quality Additional KPI • Added value of Coconut oil • social media reach and engagement • Fight Covid Campaign • YouTube views • Laboratory report promotion of the effectiveness of Dabur Sanitize Handwash Sales Funnel Awareness • 2 promotional Campaigns • YouTube, Facebook and Google ads • 2 TVC Interest (Lead generation) • Trust is built • Quality promise is communicated Decision • Customers compare Dabur Sanitize Handwash with the competitor products • Assess the value they will obtain Action • Customer purchases the products
Nego Legends SCM Strategy Biggest strategy is “MAKING THE PRODUCT HIGHLY AVAILABLE Instead of investing millions on too many TVCs, billboards and other expensive advertisements, our biggest Tactics is AVAILABILITY x EVERYWHER
Customer purchases Gets satisfied Comes again Initiates Word of Mouth Dabur 1– 0 Others
To ensure maximum availability
Challenge – Distribution Channel Optimization Doable- Invest in • E-Procurement • E-Scheduling • E-Logistics Impact- Not only ensure highest availability but also will glorify the future of the brand.
Nego Legends Budgeting (CTD.) Campaign Items Quantity/ Price Per Unit/ Total number of Cost Month Month Reach Per Month Facebook Ads 1 month 50000 1800000 50000 Instagram ads 1 month 10000 90000 10000 Printed T- Shirt 3000 pcs BDT 70 210,000 Collaboration / Sample 1250pcs 80 3,000,000 100,000 Distribution TVC making cost 2 TVC 2,500,000 5,000,000 TVC airing cost 4 channels, 6 250,000 40,000,000 6,000,000 months Total Cost 11,450,000
Feasibility Estimated Total Cost = 11,450,000 Tk. Expected Total Number of Impression = (1,800,000 per month*3) + (8,000,000 per month*4) + (3,000,000 per month*4) + (40,000,000 per month*6) = 289,400,000 Cost Per Impression = 0.040 BDT Nego Legends Contingency plan (selling with value pack) If anything goes wrong, in that case we will use our plan B. We will combine Dabur sanitize with our other products as like Dabur honey, Dabur amla hair oil, Dabur Vatika hair oil, Glucose, Health drink and all together as a value pack, we will sell them in local market with discount. Alongside we will also sell this discount package in online shops. The other products of Dabur is already well known in the market and this will an extra edge. Selling with bundle package our plan B to minimize the risk.
