PHILIPS AUTOMATIC

HAND SANITIZER Submitted by

Group 2
DISPENSER
CATEGORY ANALYSIS
AGGREGATE MARKET FACTORS
•The global hand sanitizer dispenser market is valued at USD 2 billion
•It is expected to grow at a rate of 7.8%
•The growth rate is expected to be highest in Asia Pacific region with 12.6%.
•Since the product has a longer lifetime it is not bought frequently. Hence the sales
cyclicity is low.
•The product is not a seasonal product.
PRODUCT LIFE CYCLE
•Introduction
Due to the current situation there is huge demand for hand sanitizer dispenser.
covid pandemic has made it a necessity to sanitize their hands before entering
shops or any such organizations. Hence the product has to be introduced
immediately.
•Growth
The market currently has a higher growth rate and will continue to grow for 2-
3 years till the pandemic is over. Even though the competition in the Global
market is high, in Indian market there are no big players hence it can trigger
the growth of product in India.
•Maturity
The product will reach its maturity soon. Once all the organizations and
institutions are back functioning with all required hygiene equipment's its
sales will reach its maximum.
•Saturation
Once the maturity is attained the growth rate of the product starts slowing
down because the sudden boom in growth rate was due to the current
situation. once the pandemic is over the growth rate returns back to normal.
Also the product has a longer life.
•Decline
The product will not face a decline as long as there is growth rate in the
market.
PORTER’S FIVE FORCE
•Threat of new entrants:
Threat of new entrants is high as the production of automatic hand sanitizer
dispensers does not involve any high tech technology; rather it is a simple
product to produce. As per recent trends, it is clearly visible that many
manufacturers with counterfeit products have emerged in the market taking
advantage of the current pandemic situation.
• Bargaining power of customers:
The bargaining power of customer is medium as even though there is heavy
competition in global market when India is taken in to consideration there are
no major well known players in markets which reduces the options for the
customers to switch.
• Bargaining power of suppliers:
low as there are innumerous suppliers dealing in hand sanitizer dispenser both
in online and offline platforms. Also Philips can make use of their existing
distribution channel to reach to customers.
• Amount of intra category rivalry:
the amount of intra category rivalry is high as due to the current pandemic
situation there are large number of small and large firms entering the market.
Also the demand for the product is high hence there is huge competition
between the companies to give in better quality less cost products.
•Threat of substitutes:
Threat of substitute is high as the substitutes for automatic hand sanitizer
dispenser can be manually operated hand sanitizer dispenser, hand wash,
gloves, hand sanitizer etc..
 ENVIRONMENTAL ANALYSIS
•Technological environment:
Automatic hand sanitizer dispenser doesn’t involve any high technology hence
the influence of technological factors on the product is low. Therefore threats
from technical advancement is low.
•Political factors:
The current market situation is promoting the development of devices
that helps in increasing the hygiene of people. The government policies
are supporting the launch of products that help in sanitization and
sterilization of products etc..
•Economic factors:
Currently due to pandemic lockdown and other factors economy is facing a
slow down and the growth rate and income levels of people are falling however
consumption of hygiene equipment's has turned out to be a necessity in this
difficult situation due to which the market for these products are growing.
•Natural factors:
The natural factors influencing the product include the resources required for
the product the resources required for automatic hand sanitizer are easily
available and as it lasts for longer term the wastage of the resources is also
minimized the sanitizer bottles inside the dispenser can be refilled and used for
several times.
•Social factors
Currently there has been an increased demand for hygiene equipment's in the
view of the global pandemic. More people are purchasing hygiene products
such as sanitizers, hand wash, soaps to prevent the spread of Covid.
COMPETITOR ANALYSIS
Direct competitor
Direct competitors are the businesses that sells the products of renders
services which are essentially the same. The direct competitors to our product
are:
o Purell
o Rubbermaid
o DEB Group
o BAC-D
o Alpine Industries
INDIRECT COMPETITORS
Indirect competitors are the vendors or businesses whose product or services
are not the same but could satisfy the same consumer needs. The indirect
competitors to our product are
•Soaps
•Handwash
•Manual hand sanitizer
•Hand sanitizing wipes
LOCAL COMPETITORS
Local competitors are the direct or indirect competitors prevailing from the
same geographical area or industry.

When we take the case of Indian market, the local competition comes from the
indirect competitors.
PURELL
Available in two models
S-13808 which uses a foam cartridge and gives 1500 applications per cartridge.
S-19716 which uses a gel cartridge and gives 1000 applications per cartridge.
Both the variants are battery operated.
It can be wall mounted or mounted on a stand.
Spill trays are incorporated in both to catch splashes and spillage.
Both are available in 1200ml.
They take regular customer feedbacks and provides extended warranty for their
products.
R&D investments are made in the area of product design in order optimize the use
and maximise the efficiency of refills.
RUBBERMAID
Autofoam dispenser is the touch free dispenser from Rubbermaid.
Touch free system reduces cross contamination and spread of germs.
It is a wall mounted system.
The variants are AutoFoam Dispensers with the Enriched Foam Alcohol-Free Hand
Sanitizer (FG750593), Enriched Foam Alcohol Hand Sanitizer (2080802), Enriched
Foam Moisturizing Hand Soap (FG750112) or Enriched Foam Antibacterial Hand
Soap (2018595).
It is battery operated and comes with a battery life span of upto 3 years.
Boxless refills provides space advantage.
They provide lifelong warranty for the dispensers.
CRM STRATEGIES
Analyse and store the data of the customers to derive insights about their purchase
and post purchase behaviours.
Make use of CRM system like SAP.
Promote customer retention and royalty programmes.
Take feedbacks from the customers to analyse the performance.
Segment and profile the target audiences based on common characteristics while
purchasing.
R&D STRATEGIES
Since Philips have been in the field of electricals, electronics and house appliances
for long, they can make use of their expertise in designing new models of the
dispenser.
Invest on R&D to increase the efficiency by reducing spills and splashes.
Develop cartridges with longer life spans.
MARKETING MIX
PRICE
 The competitors pricing ranges from four thousand and more.
 Philips can make use of penetrative pricing technique in order to gain
respectful market share. The initial ROI will be low, but they can make up
for it due to the huge upsurge in demand.
 This can initiate brand switching amongst customers.
PROMOTION
 Television advertisements.
 Health awareness campaigns.
 Hoardings.
 Mounting samples where people will see and use them.
PRODUCT
•They are automatic.
•Compact design ideal for tight spaces.
•Sight window to check the refill level.
•They can differ in the form of sanitizer in use. It can be either in gel, liquid or
in the form of foam.
•Available in multiple colour and finishes.
•Multiple SKUs for domestic and commercial use.
•Refill recyclability.
•Main competitors like Purell uses 70% ethyl alcoholic solution. Using a
much more concentrated solution will be more effective and give a
competitive edge to our product.
•Minimum energy consumption.
PLACE

 Make use of the existing distribution channels of Philips.

 Concentrates heavily on the Indian market.
 Available at major e-commerce sites and online platforms.
 Sales through the retail stores where other Philips products are available.
COMPETITIVE STRATEGIES
The two types of competitive strategies are offensive and defensive.
Being a new entrant, the strategy used will be offensive which focuses on
competitor’s relative weakness.
Of the various offensive techniques, flank attack is more appropriate.
It can be introduced in India by making use of the gaps in competitor’s coverage.
CUSTOMER ANALYSIS
 Who?
Automatic hand sanitizer dispenser is bought by different organizations, restaurants,
hospitals, school, colleges even at home and for other commercial spaces
Where?
Online websites like amazon, flipkart
Electronic appliances stores
When?
Demand increases.
Anytime, especially a range of hand sanitising solution help the organizations to
keep their employees, customers and visitors safe.
what?
•Benefits- easy to use, hand touch free, automatic
•Price
•Quality
How?
• our product is available in online websites
•Company owned websites
•Wholesale distributors.
 MARKET SEGMENTATION

1. Demographic
Age and gender: a product like hand sanitizer believes in mass
marketing as this product is neither age restricted nor gender
restricted.
2. Psychographic
Demand of hand sanitizer is increasing with increase in repetition
of washing hands especially in hospitals and restaurants. People
who are aware about there health and hygiene will also buy.
3.Behavioural
As important as your hands are in doing work, they also equally contribute to the
transmission of many disease-causing virus. Automated dispensers used in providing
sanitizers to workers or staff in the work place are the best option. With an automated
sanitizer dispenser in the work place, many workers are likely take the time to keep
their hands clean. 
4.Geographic
Urban and semi urban areas.
During this pandemic, as the demand increased as it is used almost all over the places.
PRICE- SENSITIVE BUSINESS