WHY SHOULD BE

ADVERTISING AND
PROMOTION
CAMPAIGN FOR THE
PRODUCT ??
ANS:- Ajay Sinha had developed a detergent which could wash clothes better, and was less
harmful for fabric.

Therefore before focusing on Advertisement & promotion. We should understand product

Classification. So that it will be easy for us to do advertisements & promotions.

 On the basis of durability and tangibility detergent is a non-durable and tangible

product which means it is a tangible good normally surprise many uses. It requires
mere personal selling and service which command a hyper margin when require
more seller guarantee.
 The customer product can be classified by habits also therefore detergent is a
consentient good which are demandable on regular basis or daily basis. It is also
known as fast moving consumer goods.
Eg:- toothpaste, shampoo, etc.
 With the help of product classification we have understood that detergent is a fast
moving product in short it is a FMCG product. According to it we can do
advertisement and promotion for the product.
 Eg.:- Household products, oral care, skin care, hair care products, etc.

Both advertising and promotion are the types of marketing which are widely used
nowadays.

 Advertising is the paid form of mass communication which can be taken from
the television, radio, magazine, newspaper and internet placement. The goal
is not only to improve or increase in the sales in a short period of time but
also to strengthen the broad image of the company and its product.
 Promotion is a short term strategy. The main objective of doing promotion is
to build the sale sin short time. Promotion includes things like giving free
samples, special events, gathering announcement, providing discounts or
orders, coupons, etc.
 As the product is new in market for the promotion purpose the company
must give offers like buy 2 kg packet of detergent and 500 Gms packet free or
give some discounts like u will get 5% discount on more than 1 kg packets.
 Mostly detergents are used by ladies (Housewife’s) to wash clothes of their
family. So to attract these ladies the company should give free containers or
free stainless steel water bottles.
 The company should keep a product name in such a way that the name itself
should reflect the quality or the use.
 Eg.- shine detergent, clean wash, etc.
  The 1st and foremost thing that they have to implement in TV commercials.
Create a brand about your product. Run TV commercials,

1. Print Advertising
2. Banner ads
3. Poster
4. Digital marketing
5. Brand positioning
6. Create brand awareness

They have focus and implement every single aspect of market because there are many
competitors in the market.

You need to do proper,

I. Survey
II. Market research
III. Segmentation.
IV. Competitor’s survey.

 For the promotion purpose set the price less than the competitors so that you can
capture the market. Because people in the market will go for the product which has
less price. They will never waste extra money for that similar product.
 For eg. You have set the price for 1 kg of detergent for rs 120. And other sellers are
selling their product for 150 rs per kg. Definitely the customers are going to buy your
product its less than others.
 As the commission they are giving to the wholesalers is 20% of the actual price,
therefore the wholesalers will do mouth publicity of the product whichever is giving
him more profit.
HOW SHOULD THE
PRODUCT BE
DISTRIBUTED ??

Ans- Detergent manufacturer ajay sinha must attempt to respond to customers

expectations by selling this product mainly through traditional classes of trade where
consumers, expect to find such products. These traditional trade venues include
supermarkets, mass merchandise, dollar stores and convenience stores. Soaps
manufactured typically employ two types of distribution strategy to get their product to
retailer’s shelves and to ultimate customer.

1. Direct distribution to retailers

2. Distribution through intermediaries.
3. Direct to consumers.

 Direct to Retailers

Direct retailers eliminate trade intermediaries in the distribution funnel. This

translates to lower price to consumers, because trade intermediaries margins for the risks of
providing finance warehousing and distributors functions are otherwise eliminated. Large
chain retailers such as operate large distributors centres that can consequently shipping
direct to the retailers work for distributing soon product to large chain suppliers.

 Trade Intermediaries

Detergent manufacturers generally use “indirect channels” to distribute products to

smaller retailers, specific retailers and independent that have limited warehouse that have
limited capacity. Indirect channel involve on or more “wholesalers”. In the instances, the
wholesaler typically takes product possession and title is responsible for distributing the
product of its retail account. Wholesalers are vital to the distribution funnel, because they
assume financing, warehousing and distribution risks that exceed the capabilities of smaller
retailers. Intermediary margins for services provided, which are generally reflected in higher
prices to consumers. Here to path is from manufacturers to wholesaler to retailer to
consumers.

 Direct Consumers

With the advent of the internet, major soap manufactures sell soaps and
detergent to consumers through online stores, Procter and gamble sell tide laundry
detergent and ivory hand soup along with the other brands in its portfolio online at the P&G
distributors.

All these methods of distribution can be used by ajay sinha. But as per my opinion he
must go to direct to consumer method. Because in many of the people are using saline
hopping method nowadays, so it is a clear advantage of selling online that it eliminates the
30% trade intermediaries. In this case he has developed a detergent which could wash
better and not harmful for the fabric.
DESCRIBE IT ON THE BASIS OF
MARKETING MIX (4P’s) ??

Ans: - Product development stage where the product and its marketing plan are exposed to
carefully chosen sample of the population for deciding if to reject it before its full scale
launch. Test marketing is an experiment conducted in a field laboratory. It simulates the
eventual market mix to ascertain consumer reaction. Depending on the quality and quantity
of sales data required for the final decision, test marketing may last from few weeks to
several months.

Due to its high cost however, test marketing is more suitable for fast moving packaged
goods than for consumer durable,

There are 2 types of test marketing,

1) Consumer goods marketing testing.

2) Business goods market testing.

Consumer goods market testing has 4 types,

1. Sales wave research

2. Simulated test marketing

3. Controlled test marketing

4. Test markets.

I will suggest ajay sinha to do test marketing that will help him to understand the capability
of their new product or a marketing campaign before it is being launched in the market on a
large scale.

I will tell ajay sinha to implement controlled test markets.

Controlled test market provides marketers with an artificial testing venue that is cleaner and
faster than standard test markets.

Controlled test markets are used most often with new product introduction with a
controlled test market the research suppliers offers the markets a panel of stores.

The testing will help ajay to understand demand for product. How much to produce the
product and will help in deciding the price of the product.