1
Marketing Plan
2
Executive summary
We'd like to bring spray hand sanitizers to market. That's the premise for this feasibility study.
"Rectifier" is the name we've given the product. We've opted to give the product a more local feel
because the raw components are readily available in our own country (Chernev, 2019).
We've decided to create three different product lines to better sell the product. Rectifiers would be
available in 30 ml, 100 ml, and 500 ml sizes.
The product is aimed at a large market niche. It contains health-conscious people, sick people,
athletes and other consumers who have been demographically, geographically and behaviorally
categorized (Geektonight, 2022).
3
Table of Contents
Executive summary ....................................................................................................................................... 1
Introduction ................................................................................................................................................... 4
Company: Aconite Laboratories ................................................................................................................... 4
Company’s Objective................................................................................................................................ 4
Product Introduction ................................................................................................................................. 4
Brand Name: Rectifier .............................................................................................................................. 4
Competitive Advantage ............................................................................................................................ 5
Marketing Plan .............................................................................................................................................. 5
SWOT Analysis ........................................................................................................................................ 5
Strength ................................................................................................................................................. 6
Weakness .............................................................................................................................................. 6
Opportunities......................................................................................................................................... 6
Threats................................................................................................................................................... 6
Competitor Analysis ..................................................................................................................................... 6
Major Competitor...................................................................................................................................... 6
Overall Strategy Regarding Competition Responses ................................................................................ 7
Brand Name .............................................................................................................................................. 7
Customer Loyalty...................................................................................................................................... 7
Opinion Leaders ........................................................................................................................................ 7
Marketing Mix ( 4 P’s) ................................................................................................................................. 7
Product ...................................................................................................................................................... 7
Pricing Strategy......................................................................................................................................... 8
Positioning: ............................................................................................................................................... 8
Promotion: ................................................................................................................................................ 8
Conclusion .................................................................................................................................................... 9
Bibliography ............................................................................................................................................... 10
4
Introduction
A company's ability to generate revenue is directly correlated to the effectiveness of its marketing
strategies and plans. Increase your chances of turning leads into sales by narrowing your focus on
your ideal consumer in a smarter way (Ghose,2022).
Company: Aconite Laboratories
As part of a joint venture between the Rochdale Group and Uk packages Ltd., this company was
founded in 1995 as Aconite Laboratories. For the past 25 years, Aconite Laboratories has been the
market leader and pioneer in its field (Chernev, 2019).
.
Company’s Objective

Our purpose is to propose a prospective personal care product that will complement Aconite's
existing product line.

Our team developed a non-alcoholic hand sanitizer spray that kills bacteria instantly and
protects the skin (Stevens, et al., 2021).
Product Introduction
Our company’s existing products are:

Facewash

Toiletries product

Hand towel
Now, we're expanding our product line to include a spray sanitizer called, Rectifier (Chernev,
2019).
Brand Name: Rectifier

It is an instant hand sanitizer spray that is non-alcoholic.

Additionally, it is non-toxic and non-flammable, making it safe for children.
5

Our .10 ounce (30ml) sprayer lasts 5-6 times longer than alcohol-based products and delivers
protection that is far superior to that of alcohol-based products as well as other sprayers too
(Summer, 2021).
Competitive Advantage
We will get some comparative advantage by marketing this product in the market.

This is the first spray hand sanitizer of its sort; most hand sanitizers use gel bases. As a result,
Rectifier will enjoy a distinct advantage in the marketplace.

Because of its non-alcoholic recipe, Rectifier is more likely to be accepted and recognized
by many social groups.

This will be both antibacterial and antimicrobial patented composition (Summer, 2021).
Marketing Plan
SWOT Analysis
Figure 1: SWOT Analysis
6
Strength
The brand is affiliated with a well-known firm. In addition, this will be the first spray-based cleaner. The
demographics of persons using hand sanitizer appear to be shifting. That's why we chose a market rich in
options. The simplicity of obtaining it. We will also provide attractive product packaging. Doctors will also
recommend this product (Teoli, et al., 2019).
Weakness
For this product, massive promotional expenditures are required. Besides, a vast amount of people
is not aware of this kind of product (Mindtools, 2022).
Opportunities
Due to the high frequency of the disease, hand sanitizers are in high demand. As a result, this could
potentially dominate the personal care sanitizer market. We also have a wide selection of products
relevant to our core industry and can expand our product line (Teoli, et al., 2019).
Threats
According to the aforementioned figures, the market is seeing a modest growth rate. Moreover,
the entry of one company into the market may encourage others to do the same. Furthermore,
promotional materials can be deceptive or useless (Mindtools, 2011).
Competitor Analysis
Major Competitor
Major competitors for our products are:

Molton Brown

Oskia

Gloved
7

Zenatti

Crowshed
Overall Strategy Regarding Competition Responses
Brand Name
Rather than focusing exclusively on the packaging's overall style and design, clients should
consider the prestige and hygienic care that only Rectifier can deliver (Ghose,2022).
Customer Loyalty
To promote long-term consumer loyalty, we are increasing the availability of our product in
pharmacies, supermarkets, and small businesses, ensuring that our potential customers can easily
purchase it (Summer, 2021).
Opinion Leaders
Because of their expertise and training, doctors are the most effective spokespersons for our
product and the ones most likely to influence the buying decisions of those in our target market
(Teoli, et al., 2019).
Marketing Mix ( 4 P’s)
Figure 2:4 P's of Marketing
8
Product
Rectifier meets the basic demand of customers by protecting their families from viruses wherever
they are. It covers health-conscious people, sick people, athletes and other consumers who have
been demographically, geographically, psychographic segmentation and behaviorally profiled. All
our customers appreciate our promise to supply items that are free of bacteria and germs. Rectifier's
trust is proof that buyers have readily embraced their products. The organization has a wide choice
of products to satisfy its clients (Chernev, 2019).
Pricing Strategy
We endeavor to give exceptional value to all of our clients, regardless of their market position. A
thing's value is determined by its quality, ease, and speed of acquisition. We will always be cheaper
than our competitors (Geektonight, 2022).
We set a low price because we want everyone to be able to buy this item. As a result, we've used
the Target Costing pricing approach. We would have an advantage in the market because this is
our first product to hit the shelves (Stevens, et al., 2021).
Consumer prices for our products are £3 for every 30 ml. sprayer, £5 for 100 ml and £20 for 500
ml sprayer.
Positioning:
The goods are made at several UK factories. The items are then shipped to agents across the UK.
These agents act as a middleman. Our products are safely stored in personal warehouses. Agents
then deliver the goods to stores. Market watchers must alert the distributor to any changes. The
product will also be sold online too through social media or our website (Teoli, et al., 2019).
Promotion:
Our company's major aim is the middle class. Our products have already captivated much of the
metropolitan market (Summer, 2021). Women are the decision-makers in a middle-class home
9
since they make all household choices. We can boost upsells by doing effective advertising
campaigns through media like:
Giving ad on the TV.
Newspaper:
Every month, for the next four months, our product would be featured on the second page of The
Times and The Financial Express, especially on Sundays (Chernev, 2019).
.
Discount:
We can also boost our sales by giving discounts during this pandemic. It will create a good image
for our company too (Stevens, et al., 2021).
Conclusion
Marketing strategy planning is a methodical and controlled process. Marketing planning can be
applied to the whole company or a specific unit of the business.
In this plan, a coherent marketing plan for Aconite Laboratories is provided to enhance the
marketing strategy of “Rectifier” (Ghose,2022).
10
Bibliography
Asfahani, A., 2021. The impact of COVID-19 on the decision-making for the customer relation
management in the middle east. Journal of Management Information and Decision
Sciences, 24(3), pp.1-11.
Chernev, A., 2019. Strategic marketing management: Theory and practice. Cerebellum Press.
Cleverism, 2020. 4 P's pf Marketing. [image] Available at: <http://cleverism.com/understandingmarketing-mix-concept-4ps/> [Accessed 3 February 2022].
Geektonight, 2022. What Is Marketing Planning? Definition, Elements, Importance. [online]
Geektonight. Available at: <https://www.geektonight.com/marketing-plan/> [Accessed 1
February 2022].
Ghose, S., 2022. Marketing Planning: Importance, Benefits and Characteristics. [online] Your
Article Library. Available at: <https://www.yourarticlelibrary.com/marketing/marketingplanning-importance-benefits-and-characteristics/50832> [Accessed 3 February 2022].
Jha, S., Deitz, G.D., Hart, P. and Royne Stafford, M.B., 2019. Sales promotions for preorder
products: The role of time‐of‐release. Psychology & Marketing, 36(9), pp.875-890.
Shah, D., Isah, H. and Zulkernine, F., 2019. Stock market analysis: A review and taxonomy of
prediction techniques. International Journal of Financial Studies, 7(2), p.26.
Stevens, R.E., Loudon, D.L., Wrenn, B. and Warren, W.E., 2021. Marketing planning guide. CRC
Press.
Teoli, D., Sanvictores, T. and An, J., 2019. SWOT analysis.