MARKETING CHANNEL

WHEEL WASHING POWDER

Presented by Team E
 About the product

Wheel 2 in1 Washing Powder cleans Clothes thoroughly removing all malodors. Available in
two different variants, Wheel Lemon & Rose and Wheel Lemon Power.
 Target Segment
Geographic
Country Region East, West, North, South
Density Urban, Suburban, Rural

City or metro size Major cities, mainstream, climbers, small town

Demographic
Age Above 25
Gender Male, Female

Occupation Specially homemakers, service holder, students, professionals, unemployed

Psychographic

Social Class Lower lowers, upper lowers, working class, middle class, upper middle class,

Lifestyle Survivors, strivers

Behavioral
Occasions Regular occasion, holiday, special occasion, seasonal
User Rate Light user, Medium User, Heavy User
 E-Commerce

NGOs and other

institutions
Unilever Regional Distributors (Pollyduth – 3% commission)
Bangladesh (6 Regions & 40
Warehouse Territories)

Modern Trade
(Supermarkets)

Wholesaler
(Gap Filler)
Retailers
Under Direct Coverage End
(31% Outlets contributes User
Retailers 75% of total sales)
Not under Direct Coverage
 Service Output Demanded vs Service Output Supplied
Service Output SOD SOD Level SOS SOS Level

The product is supplied in small quantity

Consumed in household in small quantity
Bulk Breaking High through Retailer and E-Commerce. Also in High
and in bulk in hospitality industry.
bulk through distributors.

The product is avalable near the customers

Consumer wants the product to be available
Spatial Convenience High location through retail store and e- High
near their location
commerce

Consumer wants the product to be available The product is avalable for immediate
Waiting or Delivery Time High HIgh
in a small amount of time purchase through retail and e-commerce

Consumer wants a choice for different fabric The product line provides only two types of
Product Variety Medium Low
types products

Consumer have very less demand for Provide the necessary service for the
Customer Service Low Low
assistance or support for the buying process purchase

Information about product and usage is

The consumer require very less information
Informations Sharing Low communicated through different Medium
about the product and its usage
promotional channels
 Major Competitor of Wheel - Tibet Detergent Powder
Market Share
TIBET DETERGENT POWDER SPECIALITIES:

- Enriched with BSTI certified Active Detergent. Rest Wheel

29% 30%
- Optical Brightener.
- Water Softener. Surf Excel
Rin
2% JET
- Lemon Jasmine – Dual Fragrance. Tibet
33%
2%
4%
EFFECTIVENESS: Wheel JET Rin Tibet Surf Excel Rest

- Fortified washing powder due to active detergent ingredients and removes dart and stain from
deep inside the fabric.
- Helps keeping cloth color unfaded and glowing.
- Active note of Lemon or Jasmine flower remains long after washing.
- Ensures international quality.
 Major Competitor of Wheel - Tibet Detergent Powder

• Tibet Rose & Lemon Detergent

Powder 500 gm - ৳42

• Tibet Jasmine Detergent

Powder 500 gm - ৳42

• Tibet Jasmine Detergent

Powder 1 kg - ৳74
 Major Competitor of Wheel - Tibet Detergent Powder

• CHANNEL FLOW:

Area Sales Manager > Regional Manager > Additional District Sales Officer >
District Sales Officer > Senior Sales Representative/Sales Representative >
Distributor > Retailer > Consumers
Tibet Detergent Powder - Service Output Demanded vs Service
Output Supplied
 Channel Competitive Edge of Wheel

• Pre-exist intensive distribution system

• Multi-channel distribution system

• Rural distribution campaign named ‘Shakti’ in India

• ‘JITA’ bottom of the pyramids distribution strategy

• Online retailers distribution channels

 Channel Service GAP Analysis

Service output Demand (SOD) verses Service output Supplied (SOS)

Spatial
Bulk Delivery or Customer Information
Segment Convenienc Product Varity Major Channel
Breaking waiting time Service Sharing
e

H
1. Households H (SOS=SOD) H (SOS=SOD) M (SOS<SOD) L (SOS=SOD) M (SOS>SOD) Retail store
(SOS=SOD)

2. Industry or M H
H (SOS=SOD) M (SOS<SOD) L (SOS=SOD) M (SOS=SOD) Wholesalers
Institutes (SOS<SOD) (SOS=SOD)

Note: L = Low, M = Medium, H = High.

 Major Challenges for Marketing Channel

• Multi-channel process

• Functioning in unethical ways

• Delivering personalized promotions

• Fluctuating Demand

• Missed discounts from suppliers

• Lack of flexible pricing and customer incentives

 Sustainable Channel Strategies for Wheel Powder

• Focus on the development of their strategy in the retail

channel.

• Take care of the availability of its products in the markets

• Introduce factory outlet store

• Pop up store

• Non store Retailing

• E- commerce

• Give emphasis on Rural inhabitants

THANK YOU
ANY QUESTIONS ?