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MarketingPitch

Hygieneis an importanthealth-based concept,which has beenadvocatedfrom one generationto thenext.One of thewaysto boosthygieneis to observecleanlinessat alltimes.Simple activitiessuchas washinghandsbefore andafter certainactivitiesare consideredto playan importantrole,as faras hygieneisconcerned.Organizations,individuals,andgovernmentshavetriedto assistin bringingto thesensesof thepeopletheimportanceof washinghandswhenit is appropriate.In an attemptto be partof thecampaign,XYZ Company intendsto introducea newproductreferredas Safe- Hand Wash.

Thecompanyhas beenenticedto investin theproductdueto theincreasednumberof peoplewhohavereportedly sufferedillnesses because of lack of continuoushandwash.Inaddition,manycompanies,particularlythoseoperatingin therestaurantandhotelindustryhavebeentryingto ensurethattheir employeesandclientsare ableto washtheir handswhen it is necessary (Westwood, 90).Parentsexperience wastage of resources whenmembersof theirfamilyusecontemporarysoapstowashtheir hands,a step that does not initiate any preventive measure.Thelaunching of Safe- Hand Wash will assistin addressingtheseproblems.Amarketplan,includingproduct,targetmarket,testmarket,distribution,packaging, andpromotional strategiesof theproductareprovided.

Product

Safe-Hand Wash is a productdesignedto forhandwashingandis developedto offeruniquecontrolof theamountconsumedper handwash.Businessmanager,schooladministrators,andparentswill findtheproductimmensely usefulforits highutilityandreducedcosts.Safe-Hand Wash will havea numberof categoriesto servetheneedof thedifferenttargetconsumers(Luther, 44). TheproductcategoriesincludeChild-hand Wash, Food-hand Wash, andHealth- Hand Wash. Thetargetcustomersforthethree categoriesincludehomesanddaycareinstitutions,hotelsandhealthcarecentersrespectively.

Safe-Hand Wash productsare liquidin natureandhavea tightanddurableregulatorto control theamountof thesoapdispensedoutof thebottle.In thiscase,an individualwould be requiredto spendonlytheamountthat fitshis orher hands.Thethree categoriesaremodifiedin sucha waythateachof thecategoriesis encouragedto washtheir handswhenit is required.Forexample,Child-hand Wash is pinkin colorandis softto children’shands.In addition,theproductshavedifferentscentsto attracttheusers andgetting ridof theunwantedsmellsin various occasions such as after a meal, medicalprocess,or a call of nature.

TheMarket

Themarketshould be wellanalyzedto understandits natureanddevelopthebestmarketingstrategies.In thiscase,thetargetandthetestmarketwill be considered.

Targetmarket

Thetargetmarketcan be servedeffectivelywith theidentificationof thecharacteristicof eachof thecategoriesof theconsumers.In thisperspective,itwould be easyto comeup with varioussegments.Marketsegmentsinvolvethedivisionof themarketinto sectionsthat can beservedseparately.Safe-Hand Wash can servethree marketsegments,includingthedaycaresegment,thehealthcare sector,andhotelandrestaurantsector.Thedaycaresegmentcomprisesof institutionswherechildrenattendona dailybasis.Thechildrenin mostcasesspendan averageof 8 hours,andhencetheyare involvedin activitiesthat requirethem to washtheir handsfrom timeto time.Themanagersof theseinstitutionsare compelledto enhancehygieneactivitiesby providingsoapandcleanwaterforthechildrento washtheir hands.Theadministratorswould welcometheproductbecauseof its uniquebenefitsincludingreducedwastage andits attractiveness to thechildren.More importantly, thecompanyvaluesthismarketsegmentbecauseof its hugepotentialsince thenumberof daycareinstitutionsis risingwhilethenumberof childrenenteringthoseinstitutionsis high. Therefore, the marketsegment in this setting is more promising (Luther,79).

Thehealthcaresegmenttargets hospitalandclinicswheremedicalpersonnel,includingdoctors,nurses,andbio-lab attendantsare exposedto patientswho are sufferingfrom communicablediseases.Health-Hand Wash as a productwill be suppliedto thissegment.Thehotelandrestaurantsegmentwill alsoforman importantpartof thetargetmarket.Thissegmentrequiresa handwashsoapto addresstheissues.

TheTest Market

Beforecommittinghugecapitalinvestmentin theproductionanddistributionof theproducts,itis importantto testthemarket,establisha workingprototype,andthenembarkon expandingthemarket.Theideaof testingthemarketis critically importantin thatitassistsin determininghowlargetherealmarketcan be andassistin layingdown thestrategiesto achievetheobjectives.Forthepurposeof testingthemarket,theprimetargetsegmentof thedaycareinstitutionswill be used.Around twenty daycareinstitutionswill beinvolvedas a testmarket.Thetestmarketwill beservedwith theunitsof soaptheycan consumeinonemonthat a pricethat coversallthecostof productionanddistribution.Thisimpliesthatthecompanydoesnot intendto earnprofitsout of theunitsusedin theprototype.

Eachof theinstitutionswould be requiredto providea comprehensivereportabout theeffectiveness of theproduct.Thereportswill highlyfocuson recommendationon potentialchangeson theproductfeaturesto makeitmoreuseful.After a successfulprototypeandtheacceptanceof theproductby theinstitutions,theproductionwill be increasedandthedistributionin large-scale will takeplace.At thispoint,theothersegments,including thehealthcareandhotelswill be servedin a phased mannersuchthatthevolumeof productionwill be adjustedbased on theimprovingdemand.

Distribution

Distributionis an importantelementin marketingsince its role is to createplaceandtimeutility.Asuccessfuldistributionfunctionensuresthattheproductsreachout to thetargetmarketat themostconvenientplaceandtime(Cohen, 99 McDonald, 347). Theproductswill be distributedusingmultiplechannelsto maximize on themarketcovered.Forthecustomerswithin thedistrict,thecompanywill distributetheproductsdirectly,usingtwo vans.Thedistributionin thiscasewould takeplaceona monthlybasis,wherethecustomerswill be requiredto placetheir ordersdirectlyto thesalesdepartment.Thecustomersin thiscasewill be allowedto consumetheproductson a one-month creditbasis,andhencetheywill not be deterredto placeordersto servetheir needsfora wholemonth.Secondly,thecompanywill usethe existingdetergentdistributorsin othermarketsto supplytheproductsat a small commission.

Packaging

Packagingis an importantaspectwhenitcomesto marketing.In thiscase,thehandwashproductswill be packedin 500ml plasticbottlesthat arethenpackedin dozens for every carton. Thecompanydoesnot intendto sellin single piecesandhencethesaleswill bebasedon cartoons.In thisperspective,thedistributorswill be allowedto breakthebulkandsellto their customersaccordingto their needs(Westwood, 145). Theplasticpackagewill bedeveloped strategically sothat itdoesnot breakeasilyanditwould be easyto recycle.Thedistributorswill be encouragedtocorrectthebottlesfrom as manyconsumersas possibleandresellthemto thecompanyforrecycling. Thecustomerswhoseproductsaresupplieddirectlywill be requiredto collectall theemptycontainersto be carriedbackto thecompanyona monthlybasis.Thereducedcostof packagingwill be assisting the company to reduce the price for the customers.

ThePricing

Pricingis a sensitiveelementin marketingin thatcustomersare verysensitiveto theamounttheypayfora product.There are differentmethodsof pricing thatan organizationcan apply,however, in this company, costand marginmethodwill be used(McDonald, 341). Hence, 15 % of thecostswill be addedto thetotalcostsof productionto determinethepriceper productof thethree products.Thepricein thiscaseis anticipated to be within theexpectation of the marketto avoidscaringawarethepotential customers.

Advertisement

Advertisementis one of themostpowerfulpromotional toolsthat must be appliedby thecompany.Anumberof platformswill be usedto advertisetheproductsincludingplacingadverts in localradiostations,businessmagazines,corporate website, andsocial media(McDonald andWarren, 149). Thelocalradiostationsandthebusinessmagazinesare expensiveandhencetheywill not be used frequently.Thecorporate website andsocialmediaplatformsare cheap andeffectiveandhencethey will be applied vigorous.

TheProduct Photos andtheLogo

Thefollowingare theimagesof thethree-hand washproductsreferredto:

Child-handWash

Food-hand Wash

Health-Hand Wash

Thelogo:

The drops of hygiene and healthy clean hand

Safe- Hand Wash

WorksCited

Cohen,William A.&nbspTheMarketing Plan.Hoboken, New Jersey: J. Wiley, 2006. Print.

Luther,William M.&nbspTheMarketing Plan: How to Prepare and Implement It.New York: AMACOM, 2011. Print.

McDonald,Malcolm, and Warren J. Keegan.&nbspMarketingPlans That Work: Targeting Growth and Profitability.Boston: Butterworth-Heinemann, 2002. Print.

McDonald,Malcolm.&nbspMarketingPlans: How to Prepare Them, How to Use Them.Oxford [u.a.: Butterworth-Heinemann, 2007. Print.

Westwood,John.&nbspTheMarketing Plan: A Step-by-Step Guide.London, England: Kogan Page, 2004. Print.