Internship Report On

“Marketing Strategy Of RSPLHealth

BD Ltd. For Uniwash Detergent
Powder”
 INTERNShipReportonRSPLHealthBDLtd

“TheMarketingStrategyofRSPLHealthBDLtdforUniWASHDete
rgentPowder”

Submitted To:

Ms. FarhanaRahmanSumi
Assistant Professor of Accounting
Business Stadies
UITS University

SubmittedBy:

Khandakar Ummay Habiba Mitu

ID- 16301006

Date :

i
 Letter of Transmittal

Date: 25-07-2017

Ms. FarhanaRahmanSumi
Assistant Professor of Accounting
Business Stadies
UITS University
Subject: Submission of Internship Report for the completion of BUS-401

Dear Madam,

With due respect, I would like to state that I have completed my Internship Report on “Marketing
strategy of RSPL Health BD Ltd. for launching Uniwash” as a part of my BBA program. I am
fortunate enough that I have got an experience and efficient professional team in the organization. I have
got the opportunity to work with them at marketing department RSPL Health BD Ltd to learn their
marketing process and procedure effectively.

I gave my meticulous efforts, which is achieved by three (03) months, practical experience through this
report. Finally, I believe the report will at least give you brief scenery about the topic which will also
show that I have achieved the valuable experiences through this internship under yoursupervision.

I would like to express my sincere appreciation and gratitude to you for your help in the preparation of
thisreport.

Sincerely yours,

Khandakar Ummay Habiba Mitu

ID- 16301006
 Acknowledgements

An internship program is a very important and essential means for acquiring practical knowledge
because the knowledge of a student does not get fulfilled until he or she acquires knowledge
theoretically and practically. I am really great full to the management team of RSP Health BD
Ltd to support me till the very end of my internship period. This organization helps me a lot to
learn about so many things in FMCG industry in a short time. At first, I want to thank my
University supervisor Ms. FarhanaRahmanSumimadam who gave me proper instruction to
complete my reportsuccessfully.

There are some individual whom i am really great full from my heart for their great support. Our
National Sales Manager of RSPL Health BD Ltd. Mr. ArifIftekhar Pasha sir will be one of the
first names i will remember. His proper guidance and career tips helps me a lot. I also want to
thank MR. MuntasirMynuddin sir (Head of HR) to help us in our work. But Mr. Tanvir robin
(Brand Manager) and Mr. TanvirMahamud (Head of Marketing and my supervisor) are the
persons I will remember for a long time. Their guidance and monitoring lead us to a good
internship period and also helps us to learn a lot about the industry.

iii
 Executive Summary

RSPL Health BD Ltd. is one of the organizations of RSPL Group India which is running in
Bangladesh from 2013. “Ghari Detergent” is one of the first products launched by this
company in 2014 in Bangladesh. In India, “Ghari Detergent” is the market leader for 7 years in
ahead of “Nirma” and “wheel”. But in Bangladesh the scenario is little different than India.
“Ghari Detergent” is one of the first product which is successfully entered in Bangladeshi
market through BTL (Below the line) marketing. The position in detergent market of “Ghari
Detergent” is four. This organization recently launched a new semi premium category detergent
in Bangladesh named “Uniwash” in mid-April of 2017. The organization follows the same
marketing strategy (BTL) for this product in a different way. Uni wash was launched addressing
a certain gap in the market. As a Marketing intern I was given the opportunity to work for the
Uni Wash launching program and gather valuable experience of the detergent market of
Bangladesh. The nationwide launching program helped a lot to gather market information of the
whole nation and upgrade practical skills. Uni Wash detergent powder has been launched
following the BTL or Below the Line activation programs mostly. The market strategy for Uni
Wash was mostly BTL activations with slightly ATL activation and outdoor programs. This
report is built up with the experience of different phase of work while launching “Uniwash” and
also after market analysis of the product. The report will show the different strategy this
organization follows to create a market for their new product. As I have worked for the BTL
parts mostly I will be describing my views regarding the BTL for “Uniwash” launching
program.

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Table of Contents
Chapterone:Introduction.............................................................................................................................1
1.1 Background oftheorganization:.........................................................................................................2
1.2 Objectives ofthe report:.....................................................................................................................3
1.3 Significance ofthestudy......................................................................................................................3
1.4 Literaturereview:...............................................................................................................................4
1.5 Methodology:....................................................................................................................................5
Chapter two: Marketing strategyof Uniwash:.............................................................................................7
2.1 CompetitiveAnalysis:.........................................................................................................................8
2.2 MarketingMix:...................................................................................................................................9
2.3 Packaging and SKU (StockKeeping Unit):.........................................................................................11
2.4 ProductLaunching:...........................................................................................................................12
2.5 Repeatsales analysis:.......................................................................................................................12
2.6 Schoolcampaign:..............................................................................................................................12
2.7 Customer Push andPull strategy:.....................................................................................................12
2.8 Integrated MarketingCommunication(IMC)....................................................................................13
2.8.1 Recruit brand promoters andpersonalselling:..........................................................................14
2.8.2 Advertising and massmedia promotion:...................................................................................15
2.8.3 Salespromotion:........................................................................................................................19
2.8.4 Corporate andCustomersampling.............................................................................................21
ChapterThree: Analysis..............................................................................................................................22
3.1 SWOTAnalysis..................................................................................................................................22
3.2 PESTELAnalysis.................................................................................................................................24
Chapter four: Problem Identification and Uniwashrepurchaseissue.........................................................27
Chapter five: Suggestions and Recommendationsfor Uniwash.................................................................28
Conclusion.................................................................................................................................................29
References.................................................................................................................................................30
Chapter one: Introduction

In this time, “Marketing” is one of the popular words we use often in business world. We can’t
even think about business without various perspectives of marketing. Marketing plays a crucial
role in business and branding is considered as the most important part. Marketing is considered
as the core part of successful business and the center of marketing is branding. Through branding
organization communicate to their products with their targeted customers. A strong brandis more
valuable as the battle for customers strengthen day by day. To grab the desired and targeted
market segment and sustain in the market successfully is important that the branding of the
product is effective. FMCG (Fast Moving Consumer Goods) industry is one of the faster
growing segments of the market in Bangladesh. Its growth has stableness than any other industry
in Bangladesh. This wing touches every aspect of human life. The market dynamics of the
segment are changing very often. Even in the harsh economic conditions of Bangladesh the
FMCG market continues to grow at a rate of over 9%. With such rapid growth FMCG marketers
need to analyze the selling performances of each product line in a professional way. When an
organization going to introduce a new product in the market they are thinking about the whole
marketing strategies they should apply which are suitable for the product. Best combinations of
suitable strategies can help the product launching and developing in market more successful. In
this country, FMCG industry based companies has a huge competition among their product line
and categories. So introducing a new product in the market and having a good market share is
not an easy job to complete. BTL or below the line marketing programs are quite popular and for
FMCG products it is quite effective and efficient to gain recognition and sustain in themarket.

1
1.1 Background of theorganization:

The Fast-moving Consumer goods (FMCG) are the products that have a short life as the products
are mainly daily using products and are sold quickly in a short time period. RSPL Health BD
Limited established in Bangladesh in 2013. This organization is part of RSPL Group India. It
first launched their product “GHARI Detergent” in 27th may, 2014 in Bangladesh. The first
factory located in Savar was inaugurated on December 2014. Initially, they had only one
employee on payroll acting as the Country Head and his office was only his laptop bag! From
there onwards, almost two and a half years down the line, RSPL Health Bd. Ltd. now has three
factories, 150+ employees, 600+ DSRs, 350+ distributors, 150+ laborers, launched another two
brand new products named “Ghari Laundry Soap” and “Uniwash DetergentPowder”.

The vision of RSPL Health Bd. Ltd. is to bring back the crown to the consumers where it
rightfully belongs by providing best value- for- money with ever- evolving and well researched
products. RSPL Health Bd. Ltd. looks forward to become the market leader and maintain
relentless growth by making sure that the customers get what they deserve.

In order to achieve the dream, they have focused on their employees who will ensure that their
dream is turned into reality. RSPL Health BD Ltd. has also recently initiated implementation of
succession planning, replacement planning, competency framework and exit interviews at all
levels. In comparison to the already established companies in Bangladesh in this sector and
RSPL India, they still have a long way to go to achieve their dream and turn it into reality. This
organization not only wants to be the market leader in terms of revenue or financial achievement,
but also winning hearts of all the consumers and fulfilling their wishes and requirements. They
also want to be the “Best Employer in Bangladesh” as per the view of job applicants as well as
the existingemployees.
1.2 Objectives of thereport:

Broad objective:

The broad objective of this paper is to understand the strategies taken for “Uniwash” detergent
powder especially regarding the BTL activation programs during the launching period.

Specific objectives:

 To understand BTL activation thoroughly.

 To identify the pros and cons of BTL activation.
 To understand the effective and efficient way to launch a product in themarket.
 To monitor the brand promoters to increase the initial sales ofUniwash.
 To understand the launching of a new product in the marketthoroughly
 To have an overview of the launching of Uniwashnationwide.
 To identify the problems regarding Uniwashlaunching.
 To find out better suggestions and recommendations for launching a newproduct.

1.3 Significance of thestudy:

Through this study titled “The marketing strategy of RSPL for Uniwash Detergent
powder” the reader would be able to understand the BTL strategy thoroughly as well as the
launching of a new product in the market of Bangladesh. In this study I would try to describe
how things work in the brand activation in BTL and also describe how a new product is launched
in the market of Bangladesh. As the product is a detergent powder and is from the toiletries
segment of the FMCG sector, it will help to understand the activations in FMCG sector
especially in the toiletries segment. I would also help to understand how the target market is
selected and how a new product develops considering the need of the addressed target market.
The report shows the different strategy this organization follow for their product “Uniwash” and
also the after launching work to increase the sales to capture the detergent market. In a nutshell,
this study would help to understand the whole marketing process in BTL for a new product in the
market.
1.4 Literature review:

Uniwash is one of the new addition in the detergent market in Bangladesh. The organization
follows some of the marketing strategy for getting a market share in Bangladesh. This report is
developed by the direct observation of launching the product in market. This topic has chosen by
the enlightened of marketing experience on the product development. As the product is new in
the market and was launched in only mid-April of 2017, there are no papers or journals regarding
the Brand. Only internal data are to be used to prepare this paper and the insights of the market
will be used too. To aid this report there are some papers used from the internal sources of the
company. Though there are no specific papers on this subject, there are some reports and
research papers used to aid this report in the matter of the FMCG sector and the detergent market
of Bangladesh from. There are some marketing analysis process are taken from online marketing
portals. This report is on the basis of personal experience and how an organization work for their
product development. The reason behind the report is to understand the strategy RSPL Health
BD Ltd. Of marketing their new product. From this report we will find out different kinds of
tactics of market entry and certain problems a product could face in developmentlevel.
1.5 Methodology:

1. Data sources:

The data sources used are mainly the primary data sources and a few from secondary data
sources.

Primary

 Survey on theretailers.
 Survey on theconsumers
 Discussion with both the retailers andusers.
 Pilotprojects.

Secondary

 Concept testreport.
 Budget of launchingprogram.
 Activity plan and pilot project plansreport.
 Sales report of Uniwash duringlaunching.

1. Datacollection:

The data are collected through qualitative approaches and mainly through surveys and
observations. Both the primary data and secondary data are to be used to prepare this report.
Structured Questionnaires are used to collect most of the primary data.

2. Dataprocessing:

The collected data will be processed with Microsoft excel 2007 and presented with descriptive
graphs. To derive the desired results, the collected data are analyzed with Microsoft excel and
graphical presentations.
 3. Targetpopulation:

Target population is the whole group of people whom an organization wants to sell their product.
Target population for the survey the target population was retailers as well as consumers.
Initially the target customer of the organization is the retailers who actually sell their product to
the end consumer. But their main target population is the end consumer. When they launch
‘Ghari Detergent’, targets the middle class and lower class people who are the 70% of total
population in Bangladesh. Their product category and low pricing are the reason of capturing
that mass population market. But for Uniwashthey target middle class and upper class people
and their pricing and product quality this time is high than theprevious.

4. Samplingmethod

For the sampling method corporate sampling, household sampling and random sampling were
used as a part of the BTL activation program. For these sampling programs and data collection,
both clustered sampling and strata sampling method were used. For the retailer sampling and
corporate sampling, the clustered sampling were used and for the customer and household
sampling the strata sampling method were used.
Chapter two: Marketing strategy of Uniwash:

Effective marketing always starts with perfection and well-informed marketing strategy. A
simple idea could make a big difference in reality. A good marketing strategy helps an
organization define their mission, vision, business goals, and outlines the stride they need to take
to achieve these goals. A good marketing strategy sets the route and goals for the organization
marketing. An organizations marketing strategy could be developed for the next few years, while
their marketing plan describes strategy to be achieved in the current year. RSPL Health BD Ltd.
uses their strategy to launch a product in the market differently. When “Ghari Detergent” is
brand new product in Bangladesh and the company also is a new one, their strategy was different
for brand activation. This organization mostly follow the BTL (Below the line) marketing
process. When they launch “Ghari Detergent”, they made a gift of four “Laddoo” in a packet;
one kind of sweets to every retailer and groceries owner in whole Bangladesh with the name of
“Ghari Detergent “on it. People still remind the small gift only because it was different and also
Bangladeshi people will remember you if you feed them once. This trick works for the company.
The retailers loved to sell “Ghari Detergent” and within only four years this came to the 4 th
position in the detergentcategory.

“Uniwash” is their most recent product in detergent category. Uniwash is the semi premium
category detergent powder which the company claims that it is better than the “RIN Detergent
powder” which is the market leader in Bangladesh. So that gap could make the detergent even a
stronger position in the market. The pricing is also makes the difference with other brands in
Bangladesh. The price level is also quite high than the other detergent in the market.
2.1 CompetitiveAnalysis:

Before launching a product in market, the competitor’s analysis is most important. We have to
know who are we compete with and what are their positions in market. In Bangladesh top market
leaders are in detergent category is:

a. Rin
b. FastWash
c. Wheel
d. Ghari
e. SurfExcel
f. Chaka

The researchers are working on the Uniwash for more than 1 year. After a long time they found
that Bangladeshi people are satisfied with the most used detergent “RIN” which makes the dress
white that they wanted. But when researcher goes into deeper they found that people are happy
with the whiteness of “RIN” but they didn’t get rid of the stain using “RIN”.

However, one of the other big names in this industry is “Surf Excel”. This product first came up
with the idea of stain removal. It works for the positioning in the customer mind. But one study
shows that 70% of total sales of Surf Excel come from the sachet (mini packet). It was an
interesting finding of the research because people know the brand well but still they just buy the
mini packets. It clears that people only can’t buy “Surf Excel” because of its high price. This
brand is one of the premium brands in Bangladesh and the price is much higher than the other
detergent. This gap is the main reason behind launching Uniwash. RSPL Health BD Ltd then
launched this product with the quality that could be substitute of both “Surf Excel” and “RIN”
in much lower price than surf excel using this tagline “Not only white, stainless white”
2.2 MarketingMix:

Marketing is never an event, it actually a process. It is a process to develop new a product from
the beginning. It has a beginning but it has never an end. Marketing mix is an actual process by
which a company put a right product in the right place and at a right price. RSPL Health BD Ltd
is also followed the proper marketing mix for their product “Uniwash”.

Product

A product is an item that is produced or made to satisfy the needs of a certain segment of people.
Putting the right product in a perfect position is more important for capturing the market. This
company research about the market gap before launching a new product in the market. Perfect
position gap in the market makes Uniwasha perfect product to launch.

Place

Placement or distribution is a very important part for a product to develop. We have to position
and distribute the new product in a place that is easily accessible to potential customers. Uniwash
placement was from the same distributor of ‘Ghari Detergent’ in whole Bangladesh.
Price

The price of a product is basically the amount that a consumer enjoys to pays for it. It is a very
important component of the marketing mix. Uniwash has unique price in detergent category.
Pricing of “Uniwash” is quite high than the other detergent in the market of Bangladesh. This is
a semi premium brand which will compete with the brand RIN and Surf Excel. The company
tags the price of the product between these two brands. Selling price of Uniwash 500gm is = 60
taka, selling price of 200gm = 25 taka and selling price of 30gm = 5taka.

Promotion

Promotion is very important thing in marketing mix. It can boost brand recognition and increase
sales. RSPL Health BD Ltd uses their promotion strategy very well in product launching. They
used some elements of the promotion strategy of marketing.

 SalesPromotion
 Advertising
 Publicrelation
2.3 Packaging and SKU (Stock KeepingUnit):

Packaging refers to the physical appearance of a product when a consumer sees it through
advertising or merchandising. It creates huge impact in consumer mind when they saw it for the
first time. So the outlook should be good to create position their mind. The package plays a huge
part of the promotion of the product. Packaging of “Uniwash” is quite attractive and it has also
an eye catchy color.

200g 30g
500g

SKU (stock keeping unit) are defined by the size, color or model of a product. “Uniwash” has
three SKU in its category. 500g, 200g and 30g are three SKU’s which are launched by the
company initially.
2.4 ProductLaunching:

The new brand “Uniwashdetergent

powder” launched by the Deputy sales
representatives (DSR) of the organization
who are also the DSR of “Ghari detergent”
The Company made a good looking hanger
where two 200g powder and six sachets of
Uniwash detergent could fit. The whole
hanger carries 80tk product. This hanger
was the first thing the company gave it to
the retailers as a gift to hang it in their shop
and sell it. The second strategy in this
launching is to ready sell. The DSR have to
sell some ready product to the retailers while
they giving the gift hanger. 75%
productivity was the target of the DSR’s in
product launching of Uniwash. This amount
was counted from the total outlet visit and
the number of ready sell in those visited
outlets. This BTL strategy is quite different
than the previous. It works very well in the
beginning. In whole Bangladesh, the
company gets approximately 80%
productivity rate which was more than
expected. This launching process continues
through one month in more than 5 lakh retail
shop or groceries in wholeBangladesh.
2.5 Repeat salesanalysis:

While launching the product the company gave the retailers a good gift. But the main challenge
was to sell the product to the customers. To run a new product is not so easy for the retailers. But
the company monitors the repeat sales of the retailers. First time the retailers push the product to
the customers, but the repeat purchase by those customers shows how much they like the
product. The company collect those data from the DSR’s and use it for further steps. This shows
how much people are accepting your productinitially.

2.6 Schoolcampaign:

RSPL Health BD Ltd runs some campaign in Dhaka city after launching the product. School
campaigns are one of them. First campaign started by the Monipur High school and college in
Mirpur, Dhaka. There are so many students studied in these schools in Dhaka. Company actually
targets the guardian of that student who came to the school to pick up their children. Free
sampling and game show was run by the company for campaign of Uniwash detergent powder. It
was quite interesting and one of the successful strategies taken by the organization. The company
is planning for some big projects of sponsorship and doing these types of campaign in all schools
and colleges in Dhaka city.

2.7 Customer Push and Pullstrategy:

The initial difference between push and pull marketing of a product lies in how consumers are
approached by the company. In push marketing of a product, the proposition is to promote the
product by pushing them onto the general customers. On the other hand, in pull marketing
strategy is the idea is to create a position in consumer mind that bring them to the products.
RSPL Health BD Ltd was using the push strategy through BTL marketing. The company wanted
to motivate the shop owner to sell Uniwash to the customer through push strategy. They want
to ensure the customer is aware of the brand at the point of purchase. A good negotiation with
the retailers is also important for the sales. A Company always wants to sell their product butthe

12
retailers are the one who actually sell the product for them. So it always depends on them to
which product they will sell. So a good negotiation with the retailer helps a lot in push
marketing. This organization also done the same thing by train their DSR’s to be polite and
gentle while they are talking with aretailer.

“Merchandising” is another strong word in marketing process. The eye level display of the
product is called as merchandising. When a customer went to a shop, he/she always choose the
products which are in his/her eye level. So merchandising the product or displaying the product
is very important for stay in the market. This company also is following thestrategy.
On the other hand, this organization also use ATL (above the line) marketing for Uniwash.
Advertising and mass media promotion are some their strategy for promoting the product. So the
company is using proper mixture of push and pulls strategy to stay in the detergent market with
this new brand.

2.8 Integrated Marketing Communication(IMC)

Integrated Marketing Communications is a normal concept which ensures all forms of

communications and messages are linked together. It is basically one of promotional tool which
organizations used to communicate with their customers. This company also uses the IMC for
their product.
2.8.1 Recruit brand promoters and personalselling:

Brand promoter is a common strategy used by various companies to increase their sales in the
market. Brand promoters are some people who are recruited by the company and directly sell the
product from the groceries to the customer. Promoting a specific brand to the general
customercan be difficult and many would say that first impressions are very important to engage
withpotential customers or clients. Brand promoters act in a certain way to give better service
and agreat first point of contact between the potential consumers and the brand in turn making
themmore likely to purchase the goods or services from them.

RSPL Health BD Ltd recruits their brand promoters after one month of launching Uniwash to
run the product in the market. This was a 15days BP program. The organization recruits brand
promoters in a particular market for 15 days. By this strategy customers are engaging with the
product very quickly. The company only recruits female promoters to engage with the customer.
They actually help to increase the sales of a particular market. Those markets were chosen by the
sales report of previous month. The markets which are on low sales rate from the beginning, the
company recruits their brand promoters into those areas to sell directly to the customer which we
called in marketing “personalselling”.
This BP program helps a lot for the organization to boost up their sell and consumer engagement
with the product when it’s new in the detergent market. This company is also thinking about
running this program in big markets throughout the whole Bangladesh.

2.8.2 Advertising and mass mediapromotion:

Advertising is a way of communication about a product or service with the customer. Mass
media channels are important communication media which are used by the advertisers or the
organization to get their message to the target consumer of the product. There are mainly four
prominent media channels are used by theadvertisers;

 Newspapers
 Magazine
 Radio
 Television
Advertising on television is the first thing an advertiser wanted to do for promotion. It’s a huge
thing because it costs lots of money to run a TVC in various channels. But it’s sometimes
necessary for product recognition. RSPL Health BD Ltd uses some of the mass media promotion
for their product “Uniwash detergent powder”. They have a nice TVC going on nine
Bangladeshi television channels.

Advertising through newspaper and magazines is also used by the advertisers. It is quite popular
in our country. But sometimes advertiser don’t want go in these criteria because of the shorter
life or poor production. RSPL Health BD Ltd did some promotional advertising in one of the
magazines of popular newspaper ‘ProthomAlo’ inBangladesh.
Beside all the mass media promotion, there
are some other promotion strategy advertiser
follows. Radio, press, internet, contests,
sponsorships, posters, clothes, events are
some other sources by which an organization
could advertise their product. These types of
promotions are not that much costly which
usually used by ATL marketing. It costs low
than the mass media promotions used by the
companies

RSPL Health BD Ltd also does these BTL

promotions in launching ‘Uniwash’. They
provide stickers and posters through
distributors to their sales person while they
first launch “Uniwash”. The sales team
carries those posters and stickers into their
motorcars. One person get to talk with the
retailer about the product and other sales
persons were engaged to put stickers on the
groceries and hanging posters in that area.
2.8.3 Sales promotion:

“Sales promotion” is the process by which a potential customer buys the product through
persuading. Companies use two types of sales promotion for a product:

 Trade salespromotion
 Consumer salespromotion

The schemes, commissions, discounts and incentives are given to retailers, wholesalers and
distributors to stock more, push more and hence sell more of a product to customers. RSPL
Health BD Ltd implied the trade promotion with the retailers in Bangladesh. They went for a
typical trade scheme for “Uniwash” which is 12:01. This means, a retailer would get one piece
of Uniwash is free with a dozen of every SKU (stock keeping unit). After one month they offer
another scheme of 8:01 with the allSKU’s.

Sales promotions are mainly use for getting more consumers towards the brand. So consumers
are the one who actually buy the product from groceries. All the companies use consumer sales
promotion for their product to develop or regain position in the market. Sometimes they offer
schemes in festive times, like Diwali, Christmas or Eid. This organization also uses consumer
sales promotion for “Uniwash detergent powder”. The product is in initial stage, that’s why the
company didn’t provide scheme to all over Bangladesh. They target those customers who come
to super shop in Dhaka city. The company gives two schemes in various super shops in Dhaka.
Prince bazar, Meena bazar and Aagora are the shops where the company follows these
promotionalschemes:

 Six hanging clips with the 500g Uniwash detergentpowder

 One jar with the 500g Uniwash detergentpowder
2.8.4 Corporate and Customersampling:

Consumer sampling is vital for new and established brands. It creates product excitement and
consumer involvement. It’s one of the cost-efficient product exposures. RSPL Health BD Ltd has
done consumer sampling in various stage. Initially they sampled a sachet of Uniwash through
brand promoters and the sales persons to the customers who came into the market. Then the
company took another initiative of consumer sampling. A small paper bag with a logo of
Uniwash on it was given with three sachet detergent to 500 hundred customers every day. This
program continues for a week.

The organization also did some corporate sampling to their client organizations. Corporate
sampling is also important for the public relation and it will help to get feedback about the
product quality and other things. More than three hundred pieces of 500g Uniwash was given as
sample to corporate employees. This organization also followed the same strategy to get the
consumer feedback by the phone call to the corporate employees.
Chapter Three: Analysis

3.1 SWOTAnalysis:

SWOT Analysis is one of the useful techniques for understanding organization or

productStrengths, Weaknesses, identifying both the Opportunities open and Threats. SWOT
analysiscould do on the organization, business, specific industry or product through external and
internalsources, I did SWOT analysis of the new product “Uniwash” is given below:

Strength:

A new product should consider two things; satisfying the need or demand of a target segment of
people and doing so with a distinctive selling benefit. “Uniwash detergent powder” has launched
to fulfill the specific market gap in Bangladesh. The unique packaging and the quality of the
product are the main strength of “Uniwash”. Their running product ‘Ghari detergent’ gained
much reputation in the market so that this new brand has a good basement to start its
development.

 Premiumbrand
 Company’s good brandreputation
 Productquality
 Affordableprice
 Uniquepackaging
 Potential Salesforces
Weakness:

It is not guaranteed that a product will not have any weakness in market. Weakness is an
important thing that a marketer should consider. A weakness related to a new product launch
doesn’t necessarily mean that something have done wrong. It might just an indication that the
product competition has an advantage that the company has to overcome. Uniwash also has some
weakness in this Bangladesh market.

 Totally new to thecustomers

 Imperfectperfume
 Comparatively highprice
 Strongcompetition

Strength Weakness
SWOT
OpportunityThreat

Opportunity:

The organization launching a new product which means they have some built-in opportunities. In
Bangladesh FMCG industry has a stable growth. This industry is improving day by day. So there
is a lot of opportunity for Uniwash to develop under this industry.

 Could become MarketLeader

 Growing FMCGgood
 Potential of ruralmarket
Threat:

When a new product launches in the market competitors will react. Competition will be changing
right after a new entry in the market. The company should have back up plans for promotion,
pricing and distribution channels so whenever needs they respond to competitor
changes. Domination of RIN detergent is the main threat of ‘Uniwash’ in the market. Compete
with the market leader is not an easy job todo.

 Market domination byRIN

 Presence of lots of Detergents in themarket
 Substitute products like laundrysoaps

3.2 PESTEL Analysis:

Politicalfactor:

RSPL Health BD Ltd is an Indian company operating its business in Bangladesh thus the
company requires some political and legal procedures to follow. Uni Wash is the newly launched
product of RSPL Health BD Limited Which required some regulations to follow to enter the
Bangladeshi market. Just like any other MNC, RSPL Health BD Limited have to abide by the
TAX policy, trade control policy, competitor regulation, environmental law, health and safety
law and many other rules and regulations of Bangladesh Govt. As the present political situation
is quite favorable for foreign companies, the product would not face much of political problems.
Though there is some TAX policy issues’ going on, the product would not be hampered much is
what isassumed.
Economic factor:

The consistent inflation is gradually reducing the buying power of the customers leading them to
go for fewer costs with better benefits. This situation can turn into an obstacle but the product is
developed with the concept of low price with much benefit which can also lead to success given
the situation. The product is targeted towards middle income class people to give them a better
product with added benefits with a less price. The product is in the first phase of its life cycle. It
has only been introduced to the market and it will take some time to gain profit from this newly
launched product.

Socio-culture factors:

People are getting conscious day by day. Customers are now conscious and curious about the
product they are buying with that people are concerned about the brand and their brand loyalty.
Though detergent category might seem a category with less brand loyalty, customers are getting
habituated with their current products. The living standard of people is getting better day by day.
This situation also leads to craving of customers to upgrade their lives and their product choices
which is an opportunity.

Technological factors:

The whole world is going through technological changes. The detergent is produced with the
help of new era technologies and using different elements to serve the purpose of the products.
The technological advancement helps this product to be more effective andefficient.

Environmental factors:

The environment is getting more and more tainted every second for the increasing industries.
There are environmental laws to defend the environment from the harmful things. The detergent
is produced through factories that emit a certain amount t of wastages and other harmful
chemicals into the environment. The minimum wastage and pollution rules are maintained for
the product.
Legal factors:

The company needs to follow each and every rules and regulations to operate the business in
Bangladesh. Each brand are subject to follow copyright, product safety, laws regarding healthand
safety of employees, and taxes — international and regional. Consumers have grown to be
concerned and alert about the consumer protectionlaw.
Chapter four: Problem Identification and Uniwash repurchase issue

Uniwash detergent powder was launched in Bangladesh in mid-April. Though the launching
program went well, the repurchase productivity of the product was not up to expectations
regarding the success of the launching program. There were some unavoidable problems and
correctable mistakes during launching and post launching program which led to this low
productivity issue. Some of the problems which could not be avoided as well as problems that
can be solved areidentified.

Problems during launching period:

 There was an unavoidable issue regarding the timing. Around 30% sampling was done
during Ramadan.
 The weather issue was sometimes a major drawbacktoo.

Problems during Repurchase period:

 Retailers are not interested to push sellUniwash.

 Only 10% retailers are interested to sell Uniwash but the repurchase from those outlets
are still prettyslow.
 10% of the retailers are being hard to convince and some of them shows interest only a
few times to sell theproduct.
 Around 80% retailers are NOT INTERESTED to sell Uniwash at all due to the low
consumerpull.
 Retailers often complain about the pricing of the product, as according to them the price
is not competitive enough to grab the RIN’smarket.
 The DSRs are often less motivated to call for Uniwash order as the retailers are not
interested to sell theproduct.
 Last but not the least is less consumer pull which is a result of “Not enough public
awareness” and “Not enoughpublicity”.
Chapter five: Suggestions and Recommendations for Uniwash

As the unavoidable problems and mistakes cannot be solved, we should try to look for solutions’
of the issues that can be solved and avoided.

Convince retailers to push sell

Convince retailers to push sell the products. To convince them-

 They can be provided with incentives’, additional benefits, sales programs and many
other programs which will help to make them interested to sellUniwash.
 Shelf hiring can be a good method to eliminate the unwillingness of theretailers.

Motivate Sales Representatives (SR)

Sales Representatives are the ones who help the company to maintain the sales relationships and
the sales flow as well. They play a vital role in the sales flow. For the repurchase issue they can
play a major role if they are motivated and utilized properly. To motivate them-

 SRs can be given a target for Uniwash aswell.

 Different incentive programs for Uniwash can be given to theDSR’s

Create Consumer Pull

Though the marketing programs take time to show the results, marketing programs are crucial to
create the consumer pull. Several marketing programs have been taken for Uniwash. There can
be more marketing programs to create more consumer pull.

 School activationprograms.
 More massive Activation programs at the KachaBazar’s.
 Activation and campaign programs at the Super shops and shoppingmalls.
 Digital marketingcampaigns.
 More Activities on the Facebook Page andwebsite.
Conclusion

In our country FMCG industry has a big impact in economy. This sector is developing every day.
RSPL Health BD Ltd is one of the organizations who are still fighting with the other competitors
in the industry. “Uniwash Detergent powder” is their latest addition in product category.
Launching with a proper marketing strategy makes the product unique than so many other
product in the market. I personally have the opportunity to launch the product with the sales team
of the organization. After launching the product for a month in whole Bangladesh I get to work
in development of the product in market throughout my whole internship period. It was a great
experience for me to see how a new product launches by different strategies and how RSPL
Health BD Ltd. works for it to survive in this competitivemarket.

From this report we can see the BTL strategies followed by RSPL Health BD Ltd. for their new
detergent “Uniwash”. It will be a help to understand how a new brand is launched and how a
concept of a new product is born. I hope I have stated all my points of the report clearly and
correctly in a brief.
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