CLEAR HANDS
INTRODUCTION
LIQUID SOAP MANUFACTURING
Unlike cold process soap, it is ready to use immediately after the process is complete.
Our liquid soap is made via hot process. This method completes the saponification very
quickly. If you have cold process soapmaking experience, so much the better!
We use potassium hydroxide to saponify the oils in liquid soapmaking. In bar
soapmaking we use sodium hydroxide. The potassium hydroxide molecules are larger
than the sodium hydroxide molecules. It is this size difference that enables the
potassium hydroxide to maintain a liquid state.
Safety rules in liquid soapmaking are the same as in cold process soapmaking. When
your soap is cooking, it will still be very caustic and sticky, especially at the beginning.
Putting required amount of distilled water into soap pot. Then adding potassium
hydroxide since it generates more heat than sodium hydroxide, it is important to
insulate the bottom of the soap pot. The water will approach boiling. Then we prepare
the oils. In liquid soapmaking, we blend the soap base well beyond trace.
As the cooking progresses, the free oils will absorb into the soap mass. As the soap
cooks, it will convert to gel phase. It usually takes 4-8 hours of cooking to finish the
soap.
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MARKET ANALYSIS
For market analysis we used
porter model a tool to get
directions for the right actions, as
Porter
model
describes
is
about
one,
the
which
market
analysis on the basis of the
predetermined
factors.
The
analysis is given as below:
Industry Competitors
On the basis of this variable we identified that in the field of making such an item, we
only have one local player, which is fierce competition as many of the other imported
hand wash are already operating in the market.
New Entrants
By analyzing the market on the basis of this variable we identified the fact that one of the
biggest operator of soap is already there in the market and we hope after entering in the
market with such a product with we will provide a great USP. The problem that we
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identified is that there are so many rivals which are not only threat to us but they are
sharing the profit margin as well as market share in which we are going to operate.
Suppliers
The strategy that we are interested in supplying of the product is that we will be going to
engage a big distributor operating in the local market with us in the initial stages while
doing that on the other end we will strive to develop our own “Supplier force” in the form
of riders. The thing that we recognized during the planning stage while keeping in view
the real scenario that is being took by the help of survey is that new entrants in such a
market can be successful if there is a strong distribution channel is working behind them.
Substitutes
While surveying the market we observed that many products are already with the exact
alternative of the offerings. By surveying we also found that we also have mild products
present in the market, which will be giving us competition when we will in the battle
field.
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COMPETITORS ANALYSIS

With the help of the basic research we found that our major competitor in launching our
liquid soap is:
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COMPETITOR’S ASSESSMENT
Dominant
Competitor
Strong
Favorable
Tenable
WE are here
Weak
Nonviable
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SWOT ANALYSIS
Strengths
Unique Selling Proposition: In comparison to the competitor we are offering more
flavors and premium quality with the same prices.
Brand Name: Clear Hands has its brand name. Its fragrance and its easy name will make
it more famous in its target market.
Ingredients used: The ingredients used are from the nature like Sunflower Oil, Coconut oil,
Potassium hydroxide, distilled water, boric acid, fragrance, etc.
Hygienic Environment: Clear Hands is produced in a hygienic environment, which is
necessary part for the society and to meet the customer’s expectations.
Quality standards: Clear Hands maintain premium quality and high standards in order
to compete with the competitors providing international level of product (e.g.: Lifebuoy).
Equipped with latest in-house lab: To get the best possible results Clear Hands has the
best-equipped lab ensuring the high quality assurance and standards.
Strong distribution network: Clear Hands has a strong distribution network by a
contact with the dealer to deliver goods on time.
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Weaknesses
Price fluctuations: The fluctuations in the prices of some of the ingredients may vary
price, which may affect our profits.
More cost due to oil outsourcing: For hygiene purpose we use the finest quality oils
which increases its costs because we believe in best quality and not in massive profits.
Opportunities
Rich in Quality and quantity: We provide the best quality and more quantity in
comparison to our competitors
Diseases: In Pakistan, a large number of children are also affected by some of fatal
disease like diaorrea every year. It’s been estimated that if everyone washed their hands
properly at key times during the day, up to half of all childhood deaths from diseases
could be avoided.
Product Variants: with the passage of time we will make it possible to introduce new
range in our products.
Technological Aspect: with the adaption of newer technology we will try to beat the
competitors and try to capture the lion’s share in the market.
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Threats
Increase in cost of ingredients: Due to the rise in the oil prices, the profits can decrease.
For that we have planned to make a database of suppliers to keep fluent supply of the raw
material in the bad times and the other thing is we do believe in economies of scale so we
will try to be best in buying the raw material.
Competitor launch same product: if a competitor or leader launches the same product
with more quantity Clear Hands has the threat of sharing the market but for that we have
planned that with that time of rivalry we can put our prices little bit down to give tough
competition to the opponents.
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CLEAR HANDS
MARKET SEGMENTATION
Office Buildings
Office building restrooms are becoming more, hygienic and more user-friendly. Our
products increase the satisfaction of restroom patrons, which is a key component of
tenant retention. In addition, our washroom products:
Enhance your building’s overall image
– Lower cost-in-use
– Offer environmental benefits
– Improve labor productivity
Tenants and employees will appreciate a more hygienic washroom. We can lead the way
in providing innovative hygiene solutions for the washroom.
Educational Facilities
From primary to higher education, our product combine reliability, performance and
innovation to meet the hygiene needs of educational facilities.
Our innovative hygiene products help prevent the spread of disease and reduce
absenteeism in your facility. Our washroom products:
– Control costs
– Make restrooms easier to clean
– Improve labor productivity
– Provide environmental benefits
Faculty/staff members and the student body will appreciate a cleaner washroom.
High-Volume Public Facilities
Our product creates a positive experience for your patrons while moving them through
the washrooms quickly and safely.
Our products minimize delays, your washrooms are cleaner to the senses and the image
of your facility is enhanced. Our products also provide:
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– Lower cost-in-use
– Improved labor productivity
– Environmental benefits
Patrons will appreciate a more hygienic washroom, and you’ll benefit from an enhanced
image.
Home
Every family requires a clean and healthy environment for their family members. Our
product provides a positive experience of experiencing hygiene in the family.
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PRICING STRATEGIES
Procedure of price setting
Clear Hands has to consider many factors in setting its pricing policy.
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PRODUCT/OFFERING
Product Name
Clear Hands
Product flavors
Coconut, Strawberry &
Lemon
Product Color
Transparent Bottle with color
of the flavor
New Weight
250 ml
Product Price
Rs. 95 per unit
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PRODUCT’S UNIQUE SELLING PROPOSITION
USP of the offering is the net weight, which is almost double in comparison to the other
opponent products in the given prices of 95 rupees per unit.
PACKAGING
The root causes of choosing such colors and product of the packaging are
 The colors of the products are eye catching which will attract the customers and
help in selling the product.
BRAND NAME
The causes of choosing such a brand name are
 Its easy to pronounce
 Its very easy to remember
 Its attractive
 Its reflects back the quality of the product (Hygiene)
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PRICING OF PRODUCT
Selecting the pricing objectives
The pricing strategies followed by Clear Hands are
Product Quality Leadership:
Clear Hands aims to be the product quality leader in the market by providing premium
quality at standard or market price.
Market share maximization
Clear Hands with the USP of more quantity with equivalent price can boost the sale and
will increase the market share against competitors.
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Analyzing Competitor’s Price
Within the range of possible prices determined by market demand and cost, competitors
cost, prices, and possible price reaction help the firm establish where to set its prices. The
company needs to benchmark its cost against its competitors cost to learn whether it is
operating at a cost advantage or disadvantage. The company also needs to learn the prices
and quality of competitor’s offers. Once the company is aware of the competitor’s prices
and offers, it can use them as an orienting point for its own pricing.
To have an idea about the situations that our competitors are facing about the pricing of
product we conducted a survey and identified some of the facts that are being given
below in the tabulation form.
Product Name
Retail Price
Buying Price
Net Weight
Lifebuoy
Rs.99.50/-
Rs.100/-
200ml
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Selecting Pricing Method
Giving the three C’s – the customer demand schedule, the cost function, and competitors
prices – the company is now ready to select a price.
Clear Hands resolves the pricing issue by selecting a pricing method that includes one or
more of these three considerations. The pricing method will then lead to a specific price.
 Going rate pricing Method
In going rate pricing, the firm pays less attention to its costs or demand and basis
its price largely on competitors’ prices.
Clear Hands is implementing going rate pricing method by

Charging almost the same as competitors.

Giving them more value on the same price.
 Selecting Final Price
In selecting the final price, the company must consider additional factors, including

The influence of other marketing mix elements on price.

Company pricing policies.

The impact of price on other parties.
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CLEAR HANDS
PROMOTIONAL STRATEGIES
There are 5M’s of Advertising. Clear Hands can be placed in these following 5 M’s
 Mission

Clear Hands Advertising mission is to provide information about
awareness of hygiene and best quality that can be provided in the same
prices to its customers by different advertising channels and from
different advertising campaigns.
 Money

For advertising Clear Hands has set a range of budget i.e. Rs.15,00,000
for starting 6 months for different advertising campaigns.
 Message

By launching Clear Hands customers have the benefits of having the
exclusive product with in no time.
 Media

Clear Hands will advertise through different media channels like,
Newspapers

Billboards and Banners

TV Ads (through the TV/Cable Advertisement)

Radio & outdoors selling.
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CLEAR HANDS
 Measurement

Clear Hands will conduct a post research from different Sale Points
(survey from wholesalers, retailers, and direct from customers) to grip
the feed back and analyze that with the help of which current and
future planning will be done.
Promotion Tools
Clear Hands has set a promotional budget for advertising its product for six months i.e
Rs.15,00, 000.
Billboard Advertisement
There will be only 6 billboards in the city on different locations, which are
 North Nazimabad
 Korangi crossing
 Shahrah-e-Faisal
 Clifton
 Gulistan-e-Jauhar
 Gulshan-e-Iqbal
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Television Advertisement
Promotional advertisement will be aired through different Cable operators for that we
have been given a cost which is described in estimated cost section .
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CHANNELS OF DISTRIBUTION
We believe in extensive distribution of the product because our aim is to deliver value to
every corner of the targeted market. To achieve this goal we have designed the strategy as
follows
1) Initially we will outsource the delivery channel which will be a known and
one of the biggest distribution channels of the local market.
2) On the other hand we will try to develop our own distribution team which will
consist of the riders and secondly we will try to add loading carts to our
distribution channel later
Initially Clear Hands will be distributed through 2 different channels of distribution
which that are shown as follows
Manufacturer…
Wholesalers
Retailers
Retailers
Final Consumers
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CLEAR HANDS
Mode of Distribution
Safeguard also uses trucks to deliver goods in Karachi. Clear Hands will use Safeguard
trucks to deliver and distribute our products.
Distribution Objectives
Cost Minimization
 In order to minimize the cost of distribution, we will try to develop own
distribution workforce in later phase.
 In some cities, we will only distribute to the wholesalers.
Distribution Scope
Selective Distribution
 Selected outlets of Karachi initially
 Super Store, Super Market Big General Store/outlets, wholesalers of Karachi
Only.
 Clifton, Defense, KDA, North Nazimabad, Garden, Gulshan-E-Iqbal, PECHS.
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 If successful then we will introduce in all major cities of Pakistan and also go
for export.
RECOMMENDATIONS
1. The Advertising budget is too low. The budget for the advertising should increase
with increment of Sales.
2. Events sponsorships should be aligned with the image of the brand and the value
proposition. Clear Hands should concentrate on programs like Expo Centre’s show or
other competitions to increase the awareness among the people.
3. Introductory prices should be used for Limited Time Offers.
4. Since the number of billboards are very limited. The company can attempt to increase
this figure by using more hoardings that are product oriented. This step can have a
very positive affect on sales for our product.
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