STUDENT ID: 14297,17892, 18254, & 17980
PROGRAMME: BACHELOR OF BUSINESS ADMINISTRATION
COURSE CODE: MPU 3222
COURSE TITLE: ENTREPRENEURIAL SKILLS 2
COURSE FACILITATOR: MS. PUNITA SIVANANTHAM
ASSIGNMENT TYPE: GROUP WRITTEN ASSIGNMENT
PROPOSAL TITLE: CleanGuard StainAway
WORD COUNT: 3622
DATE OF SUBMISSION: 7 SEPTEMBER 2023
TABLE OF CONTENT
PAGE
iv. EXECUTIVE SUMMARY
1
1.0 STATEMENT OF PROBLEM
2
1.1 PROPOSED SOLUTION
3
2.0 METHODOLOGY
4
3.0 QUALIFICATIONS
7
4.0 SCHEDULES
10
4.1 BENCHMARKS
12
5.0 COSTING
14
5.1 COMPETITIVE ANALYSIS
16
5.2 LEGAL ISSUES
17
6.0 BENEFITS
18
7.0 CONCLUSION
21
8.0 REFERENCES
22
iv. Executive Summary
The proposal of our product CleanGuard StainAway is aimed to bring out a product that is
environmentally friendly, affordable and safe for children and pets as there are many cancer
causing or irritable ingredients in cleaning products these days that are not compatible for everyday
use in the long-run. This proposal will highlight the problem statement, the solution, the
methodology, qualifications, the schedule and benchmarks, costing and legal matters and the
benefits of CleanGuard StainAway entering towards the consumers and market.
1
1.0 PROBLEM STATEMENT
Families with children and pets have a hard time keeping their homes clean and safe for their loved
ones. Stains are common and can be caused by spills, accidents, or just normal wear and tear.
Traditional stain removers often use strong chemicals that can be bad for your health and the
environment. Household cleaning products might include harmful compounds associated with
health issues like asthma, allergic responses, and even cancer (Doheny, 2012). This makes it hard
for people to get rid of stains on different types of surfaces without putting their family's safety at
risk,
especially
the
safety
of
their
children
and
pets.
Besides, these chemicals can stay in the environment for a long time, which can add to waste and
hurt ecosystems. Some of the soapy ingredients commonly found in regular products take a long
time to break down in the environment. When they do break down, they can turn into even more
harmful chemicals that stick around and build up in the environment, which can be bad for aquatic
animals (US EPA, 2014). As people become more aware of environmental and health issues, they
want
stain-removing
tools
that
work
2
well
and
are
safe.
1.1 PROPOSED SOLUTION
CleanGuard StainAway tries to fill this gap by coming up with a new way to deal with the problem
of removing stains. Our product is made to get rid of a wide range of spots well while keeping
kids, pets, and the environment safe. The most important things about CleanGuard StainAway are:
1.
Effective Stain Removal: CleanGuard StainAway uses a special formula that breaks
down and lifts stains from different surfaces and materials, making sure that homes
stay clean and attractive.
2.
Safety: Safety is one of the most important parts of CleanGuard StainAway. It doesn't
have any of the harsh chemicals that are usually in standard stain removers. Instead, it
uses natural, non-toxic ingredients that are safe to use around kids and pets.
3.
Biodegradability: CleanGuard StainAway is made to be good for the earth, so it is
biodegradable. Its biodegradable formula makes sure that the product breaks down
naturally over time, so it has less of an effect on ecosystems and rivers.
4.
Non-toxic: CleanGuard StainAway doesn't use harmful chemicals, so people who are
worried about their family's health and safety can use it with peace of mind. You don't
have to worry about getting hurt if you use it.
3
2.0 METHODOLOGY
The development and the production of Clean Guard Stain Away entails a thorough and
encompassing procedure that includes research, testing, adherence to safety regulations, and
rigorous quality control protocols. Below is a detailed explanation of each individual step involved
in the process.
Research and Formulation
During the preliminary stage of our product development process, a group of professionals with
expertise in the fields of chemistry and cleaning science does thorough study to find and choose
natural substances that are widely recognized for their efficacy in removing stains (Anastas, 1999).
CleanGuard StainAway is a multipurpose stain-removing solution that incorporates natural
components that have been carefully selected for their proven performance in handling a wide
range of stains. The formulation stage encompasses the laborious combining of carefully selected
materials in specific amounts. The procedure is guided by thorough research on the unique
attributes of each ingredient and their combined effects, with the goal of developing an ideal and
efficient
cleaning
solution.
Testing
The formulation of our product is subjected to thorough testing in order to assess its efficacy in
eliminating stains from different surfaces and against a variety of stain types. This testing evaluates
not only the cleaning efficacy but also takes into account safety and environmental considerations.
Special attention is given to identifying and mitigating any potential allergic reactions or harmful
effects (Liu et al., 2015). The evaluation of biodegradability is an essential factor in determining
4
the environmental compatibility of a product. The thorough testing procedure is crucial in
guaranteeing that Clean Guard Stain Away not only exhibits efficient stain removal properties but
also adheres to rigorous safety and environmental regulations.
Safety Compliance
Clean Guard Solutions conducts a comprehensive safety compliance review to adhere to rigorous
safety rules and requirements. The evaluation is of utmost importance in ensuring the safety of the
product for domestic utilization, encompassing meticulous examination for the presence of
harmful substances, potential skin irritations, and inhalation hazards (Kore and RiescheNesselrodt, 1990). The objective is to ascertain that Clean Guard Stain Away does not present any
potential health hazards to customers and can be utilized in a safe manner. Ensuring adherence to
safety laws is of paramount importance to retain consumer confidence and satisfaction.
Manufacturing
and
Quality
Control
After the CleanGuard StainAway recipe has undergone finalization and validation of its safety and
efficacy, it proceeds to the manufacturing stage. In the process of manufacturing, rigorous quality
control protocols are enforced to guarantee uniformity in the composition and functionality of the
product (Escobar and Morales-Menendez, 2018). Accurate quantification of substances and strict
adherence to defined protocols are fundamental aspects of this stage. Furthermore, it is imperative
to subject samples from every production batch to periodic testing in order to ascertain the
consistent adherence of the product to the rigorous quality and safety criteria set forth during its
development phase. The rigorous quality control procedure in place guarantees that each bottle of
5
CleanGuard StainAway possesses exceptional quality and efficacy, thereby satisfying the
expectations of consumers.
6
3.0 QUALIFICATIONS
CleanGuard Solutions boasts a team of committed individuals that possess extensive knowledge
and experience in the areas of product development, sustainability, and environmentally conscious
solutions. Our credentials demonstrate our dedication to delivering inventive and secure cleaning
remedies to residential settings, in accordance with the requirements of households that include
youngsters and pets.
Expert Team
The composition of our team comprises experienced individuals with varied expertise in the fields
of chemistry, environmental science, and product formulation. With a cumulative industry
experience over 30 years, we possess the requisite expertise and competencies to design innovative
cleaning solutions that are simultaneously efficacious and secure.
Industry Affiliations
CleanGuard Solutions is affiliated with the Green Chemistry Association, demonstrating our
commitment to developing environmentally conscious solutions that mitigate adverse effects on
the environment. Our partnership with esteemed industry organizations exemplifies our dedication
to remaining well-informed on the most recent developments in sustainable and secure cleaning
technology.
7
Demonstrated Record of Success
Our organization has effectively designed and introduced several environmentally conscious
cleaning solutions, which have received commendation from both clients and professionals within
the sector. The stain remover products offered by our company have garnered acclaim due to their
effectiveness and dedication to environmental sustainability. The previous projects' success stories
serve as evidence of our capacity to provide clients with efficient and dependable solutions.
Patents and Proprietary Technology
CleanGuard Solutions has obtained many patents for its exclusive cleaning technology. The
intellectual property of our team's creativity is safeguarded, therefore guaranteeing the
distinctiveness of our products within the market. The unique stain removal solution offered by
CleanGuard StainAway is the outcome of extensive research and development efforts, rendering
it an exclusive proprietary technology. This makes it an exceptional choice for families in need of
a safe and effective method for removing stains.
Certifications
CleanGuard Solutions has obtained certifications from the Environmental Protection Agency
(EPA) due to its commitment to maintaining rigorous environmental and safety standards.
Furthermore, our goods have obtained the prestigious "Green Seal" accreditation, which serves as
evidence of their environmentally friendly composition and sustainable manufacturing methods
(Porter, 1995).
8
Client Testimonials
A significant number of homes and organizations have derived advantages from our past product
offers. The inclusion of testimonials from content customers serves to underscore the profound
influence our solutions have had on their daily lives, so bolstering our standing as a reputable
purveyor of cleaning goods that are distinguished by their superior quality, safety, and efficacy.
Innovation and Research
Our staff demonstrates a continuous dedication to conducting research and development activities,
so guaranteeing that our products remain at the forefront of environmentally sustainable cleaning
technology. Our organization prioritizes constant development and innovation, enabling us to
effectively respond to changing customer demands and market dynamics (Keupp, 2012).
Community Engagement
CleanGuard Solutions regularly engages in community programmers that prioritize sustainability
and environmental education. Workshops and seminars are organized with the aim of promoting
awareness about the significance of using safe and environmentally-friendly cleaning products,
hence cultivating a cleaner and healthier global environment for forthcoming generations
(Hungerford, 1990).
The certifications of CleanGuard Solutions serve to emphasize its position as a frontrunner in the
field of environmentally conscious cleaning solutions. Our team is deeply committed to the
development of goods that not only effectively meet the demands of consumers but also actively
contribute to fostering a more sustainable and socially responsible future. The driving forces
behind CleanGuard StainAway, a stain remover that prioritizes safety for families and the
environment, are our team's expertise, proven track record, patented proprietary technology, and
industry affiliations.
9
4.0 SCHEDULES
As stated by Söderland, Geraldi, and Lechter (2012), the Gantt chart has become a potent and easyto-understand tool for successfully connecting project activities and their respective durations.
Particularly in the context of a product launch as significant as CleanGuard StainAway, this tool
assumes an indispensable role in project planning. Additionally, it is a helpful tool for businesses
attempting to manage structural complexity effectively, which calls for the intricate coordination
of many interrelated tasks.
Our product development team is prepared for a meticulous six-month timeline in light of the Gantt
chart provided, which highlights key activities and crucial milestones spanning from initial
conceptualization and research to post-launch activities. Below schedule demonstrates our
dedication to bringing CleanGuard StainAway to market in a planned and methodical way.
https://docs.google.com/spreadsheets/d/1TDmzQigqm2DDLUpgbLP3SkhVmbE9BkbwVdKIsO
GsW8A/edit#gid=0
10
Well, establishing a solid team and defining the project's scope are among the first pre-launch
phase's activities, which lay the groundwork for what comes next. Then, to make sure the product
is in line with its core values, rigorous formulation, prototyping, and production-related activities
take place.
As the launch phase draws near, the emphasis switches to carrying out a careful marketing
campaign while continually keeping an eye on sales and customer feedback. Therefore, following
by reflective analysis, ongoing marketing initiatives, and consistent production management are
required during the post-launch phase.
In a nutshell, this Gantt chart serves as a meticulous roadmap, steering CleanGuard StainAway
towards a successful market entry, reinforced by its commitment to addressing common
environmental and safety concerns. Throughout this journey, the proposal's core principles such
as eco-friendliness, affordability, and safety remain paramount. The timeline incorporates
progressive reporting to stakeholders and compliance checks, crucial for safeguarding the
product's integrity.
11
4.1 BENCHMARKS
According to Carpinetti and de Melo (2002), benchmarking is a methodical process that involves
contrasting an organization's performance, procedures, goods, or services with those of market
leaders or best-in-class businesses to pinpoint areas for improvement, establish performance goals,
and spur innovation. It is a tool for strategic management used to evaluate an organization's
strengths and weaknesses in comparison to rivals or industry norms.
Hence, referring to the checklist below there are considerations to be made and suggest that the
process of defining what to benchmark in our proposal for the product of CleanGuard StainAway.
CleanGuard StainAway Product Development and Launch Checklist
Project scope and objectives have been
established
Market research has been initiated and is
being analyzed
Product ideas and concepted formed
A detailed project plan has been developed
Product development team assembled
Product specifications and features are
finalized
Formulation development initiated
Prototyping started
Initial safety and efficacy tests were carried
out
User feedback was gathered, and changes
were made to the formulation
Product design finalized
Materials that are environmentally friendly
have been sourced.
12
Green manufacturing processes established
Production facilities secured
Production of CleanGuard StainAway on a
large scale has begun
Implementation of strict quality control
procedures
Logistics for distribution were planned with
an emphasis on eco-friendly packaging
Environmentally conscious product launch
campaign executed
Customer feedback was gathered and initial
sales were tracked
Conduct a meeting with the team
Promotional activities kept going, with a
focus on product security and distribution
expansion
Stakeholders are regularly updated on
progress
Compliance with legal and regulatory
requirements was guaranteed
13
5.0 COSTING
In order to get the best pricing for the product Feurer et. al. (2019) has stated that the pricing
strategy through price positioning is crucial for a new product as it would be a long-term decision
that could affect the organization if not done thoroughly. Internal and external strategies have to
be taken for proper price positioning in the market as well as best price towards consumers should
be set. CleanGuard StainAway would fall under the eco-friendly category in house cleaning
products thus pricing strategy on our product would look at the competitors pricing in order to get
the best price in the market and for consumers. When creating the costing, manufacturing costs
would apply and would determine the best price that should be set for CleanGuard StainAway.
Manufacturing Costing based on 1 month for 5000 units produced
AMOUNT (RM)
Direct Materials (substances, ingredients, etc.) 50,000
Direct Labour (wages for 4 workers)
5,600 (50 per day)
Manufacturing Overhead (Indirect costs and
labour)
15,000
Factory Rent
3,800
Electricity
2,000
Packaging, Shipping & Transportation
4,000
TOTAL
80,400
14
Based on the total costs which amounts to RM 80,400, the cost per unit of CleanGuard StainAway
RM16.08. Hence, to stay competitive in the market the price set for CleanGuard StainAway would
be RM22.00 a markup of 36.8% in which the profit per unit would be RM5.92. The gross margin
of CleanGuard StainAway would be 26.90% per unit. The price of CleanGuard StainAway would
be competitive as the price range is between the two most recognized, preferred brands in Malaysia
and may become the new preferred substitute for stain cleaning products. This would attract
consumers that are price sensitive as Gopinath (2019) has stated that price quality and value
consciousness are factors of price consciousness in terms of consumer behavior towards fastmoving consumer goods. CleanGuard StainAway is a fast-moving consumer good (FMCG) in
which the profit margins are low but there would be high sales volume as the product’s pricing is
somewhat low. Hence, the profit garnered by each unit of the product is little but since it is a
FMCG product, the objective is to sell CleanGuard StainAway in higher volumes in order to
maximize profits or get higher sales.
15
5.1 COMPETITIVE ANALYSIS
The competitive analysis is used to compare our product to the competitor’s product in the market
would be the on the products classification such as product’s mission or goal, the features of the
products, the advantages and disadvantages and a major factor which is the differentiator factor.
According to Phadermrod (2019) the reasoning of use of the many factors of competitive analysis
is assessed not only by the perspective of the organization but also trying to gauge the perspective
of customers. The top competitors for CleanGuard StainAway would be CIF Floor Cleaner and
Kleenso 9 in 1 Floor Cleaner as they have similar and environmentally safe ingredients.
BRANDS
PRODUCT GOAL
FEATURES
STRENGTHS
WEAKNESSES
DIFFERENTIATOR
CleanGuard
Get rid of a wide
Effective removal of
*Environmentally
*New Product in a
Effective ingredients,
StainAway
range of spots
friendly
competitive market. *
safe for kids, pets, and
PRICE:
efficiently.
*Non-toxic
No Brand Loyalty.
the environment.
stains with
environmentally safe
ingredients.
CIF Floor
Can get dirt free,
Disinfecting and
*Multiple functions of
*Mature product in
Cleaner
bacteria free and
fresh fragrance.
floor cleaner.
market.
PRICE: RM
stain free floors.
* Brand Loyalty
*Only can be used on 3
23.30
and clean.
types of floors.
Kleenso 9 in 1
Reducing pests as
Resisting dirt and
*Brand Loyalty
Floor Cleaner
well as disinfecting
grime, PH-neutral
* Multiple functions of
PRICE: RM
floors.
and environmentally
floor cleaner.
friendly.
*Can be used on 7
18.90
Leaves the floor brighter
types of floors.
16
*Mature product in
More features in floor
market.
cleaners in comparison
*Contains alcohol and
colorants.
to other brands.
5.2 LEGAL ISSUES
Product positioning for CleanGuard StainAway would be a crucial process as it has to get approval,
certification of assessments from local authorities and get international licensing if the product is
to be launched in the global marketplace. According to the National Pharmaceutical Regulatory
Agency (2023) Malaysia that the ingredients used in the product must be up to the standards, meets
the requirements, data of the product ingredients are documented concisely and the finished
product must be safe for use by humans and is environmentally safe.
Based on manufacturing processes, the Department of Environment of Malaysia has legal acts that
are to be followed in order to smoothen the process of manufacturing while abiding to the
Environmental Quality Act by the Department of Environment (2022) in which Section 30(A)
specifically states the power to control the use of substance and product and to state the
environmental labelling. This is where the product substances are regulated, reduced, recycled and
recovered if there are any ingredients that are poisonus to the environment. The lack of adherence
to this specific law can result in a fine of RM 50,000 or imprisonment of 5 years or both.
17
6.0 BENEFITS
CleanGuard StainAway offers a revolutionary remedy for homes in need of efficient stain
elimination, with a particular emphasis on ensuring the well-being of their children and pets. By
opting for CleanGuard StainAway, households may experience a multitude of advantages that
distinguish our product from traditional stain removers.
Safety and Peace of Mind
CleanGuard StainAway is specifically designed with the well-being and tranquilly of households
as its primary focus. Our formulation, which is both non-toxic and biodegradable, provides
homeowners with the assurance that our product may be used safely without posing any risks of
dangerous chemical exposure to their family members. Parents and individuals who keep pets may
now effectively address stubborn stains while ensuring the safety of their surroundings.
Effective Stain Removal
The efficacy of stain removal is enhanced by the use of our exclusive technology, which
synergistically integrates the potency of natural elements with advanced scientific methodologies.
This amalgamation yields a stain remover that exhibits exceptional effectiveness when confronted
with diverse types of stains and various surfaces. CleanGuard StainAway is a highly effective
solution that effectively removes a variety of stains, including spilt juice, persistent food stains,
and pet-related incidents. This product consistently achieves outstanding outcomes, ensuring that
surfaces are thoroughly cleaned and imbued with a refreshing scent.
18
Eco-Friendly Composition
The CleanGuard StainAway product exemplifies our dedication to promoting sustainability in our
composition. Utilizing an environmentally friendly recipe devoid of harsh chemicals, this
biodegradable solution ensures the absence of any detrimental leftovers that may have adverse
effects on the ecosystem (Anastas, 1998). By selecting our product, families make a valuable
contribution towards environmental sustainability, therefore ensuring a cleaner Earth for future
generations.
Versatility and Convenience
The versatility and convenience of CleanGuard StainAway surpasses its ability to remove stains.
This product exhibits the ability to be applied to a wide range of textiles, upholstery, and surfaces,
hence enhancing its versatility as a valuable component of any household cleaning inventory. The
application's user-friendly interface and efficient performance contribute to time and effort savings
in the upkeep of a tidy living space.
Preserving Beloved Possessions
The stain remover offered by our company not only effectively eliminates unpleasant markings
but also serves to save valued possessions. CleanGuard StainAway is a solution that enables
families to extend the lifespan of their furniture, clothes, and upholstery by effectively eliminating
stains while minimizing the risk of damage or fading.
19
Healthier Indoor Environment
The use of CleanGuard StainAway contributes to the establishment of a more healthful indoor
environment for families. The exclusion of potentially harmful compounds in our recipe ensures
that the indoor air quality stays unaffected, therefore promoting the general welfare of all
individuals residing in the family.
Trusted Innovation
CleanGuard StainAway is distinguished by its patented proprietary technology, which exemplifies
the concept of trusted innovation. Families may have confidence in using a product that represents
a leading edge in eco-friendly cleaning innovation, supported by extensive research and
development efforts (Bohnsack, 2014).
Enhanced Quality of Life
The CleanGuard StainAway product not only aids in the elimination of stains, but also has a
positive impact on one's overall quality of life. Families have the opportunity to experience
enhanced living conditions that are characterized by improved cleanliness, heightened safety, and
increased comfort. This creates a conducive atmosphere that promotes the well-being and
flourishing of both individuals and their pets.
20
7.0 CONCLUSION
In summary, CleanGuard StainAway goes through a comprehensive development process that
prioritizes research, safety, and quality control. This meticulous approach guarantees that
consumers can rely on CleanGuard StainAway to effectively remove a wide range of stains while
meeting safety and environmental standards. The costing of the CleanGuard StainAway is
competitive based on the pricing strategy as a new product in the market, consumers may make
CleanGuard StainAway a new substitute. As for the legal matters, requirements set by the
government of Malaysia has to be met through the assessments and evaluations. CleanGuard
StainAway provides a comprehensive solution that effectively caters to household requirements,
while simultaneously prioritizing safety and sustainability. By selecting CleanGuard StainAway,
households are making a proactive decision towards a more hopeful future. This future entails the
harmonious coexistence of pristine living environments and a more sustainable earth, all while
ensuring the safety and welfare of their children and pets are not compromised. The grant chart
and benchmark checklist detail important dates and tasks for each stage of the creation and
introduction of CleanGuard StainAway. It acts as a roadmap to make sure that each crucial step is
carried out in accordance with the project's aims and objectives. Reviewing and checking off these
milestones on a regular basis can help keep the project on track and ensure a successful product
launch.
21
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24