Market activation’s effectiveness of RSPL Health for Uniwash Detergent Powder

Abstract

FMCG sector of Bangladesh is expanding day by day as the demand is on rise. Detergent is one of the few segments which is attracting more companies gradually. RSPL Health BD Ltd is a company of RSPL Group which is operating in Bangladesh since 2013. They have successfully entered and captured a praiseworthy market share by launching “Ghari detergent” which was the market leader for 7 years in India. They have gained a significant amount of market share in the base category with Ghari Detergent. The current market share of Ghari detergent is 10% which positioned as no 4 in Bangladesh among all the competitors. Recently the organization has launched a premium category detergent to fill up a certain gap in the market. It was launched in April 2017.for launching Uniwash, The Company implemented the unchanged marketing strategy (BTL) as they did during the launching of Ghari detergent, but in a different way. As a marketing intern I got the chance to be a part of Uniwash Activation program and observe the overall market trend of the detergent consumers. I was given the opportunity to understand the buying behavior of different segment of the market. My report contains all the data’s and information that I collected as a part of my job. The report will show to what extend below the line market activation strategy is effective for Uniwash launching. It will also show the market share, potential market growth, and overall consumer behavior and feedback given by the potential consumers and retailers. The report was prepared based on the feedbacks and market analysis done by mostly surveying over consumers and retailers and other effective methods of research.