Rohit Surfactant Private Limited Marketing Plan

1.0 Executive Summary

Rohit Surfactant Private Limited, RSPL Group, is 3800 crore diversified conglomerate into business of FMCG, footwear, wind energy, real estate, and dairy products. Efficient capital structure, superior technology, operational discipline and a widespread distribution network has enabled group to deliver value to customers. Ghari detergent is flagship product under FMCG division of the group. This plan is developed to capture greater market share and improve value of the product by innovation, quality improvement and expansion of distribution channels. Although there are multiple players in market but still low level income market segment and product reach to such market areas are not addressed by firms aggressively. This gives Ghari an extra ordinary opportunity for market growth and value creation by innovating products. RSPL group will work to appoint distributors in unexplored markets in rural Madhya Pradesh, Orissa, and Maharashtra and strengthen existing distribution channel in Uttar Pradesh, Bihar for aggressive expansion. RSPL group is continuously improving the product to improve quality of product and will introduce variants of Ghari in form of multiple fragrances and liquid forms. The extensive experience in industry will help the group identify the needs of the market and innovate products to match the market expectation and with help of existing distribution partners, RSPL group is poised for disruptive growth, significant market penetration in unexplored markets, cement itself in current markets through a solid business model, long range planning and strong management team that is able to execute this exciting opportunity.

2.0 Situation Analysis

Sales have been flat in past 3 years due to highly price competitive market but the product had experienced steady growth in previous years and was market leader in detergent market in 2012. Marketing will be key in boosting sales growth and increasing market share in rural areas so that product reclaims its leadership position.

2.1 Market Summary

RSPL group knows great deal about the needs of customers in rural, semi-urban areas and has extensive experience in FMCG industry. Group will be in better position, in comparison to their competitors, to leverage the knowledge to understand customer, their needs and how to communicate with them.

Target Markets

• Low-level income group

• Mid-level income group

• Rural market

• Semi-urban market

2.1.1 Market Demographics

Customer profile for Ghari detergent consists of following geographic, demographic,