Strategic Marketing Plan a Case of Whitedent Tanzania Assignment

Strategic Marketing Plan a Case of Whitedent Tanzania Assignment Words: 1250

| |Introduction of the organization NAME: Chemi & Cotex Industries Ltd. “BETTER PRODUCTS FOR BETTER LIVING” Chemi & Cotex Industries Ltd. a company established in 1975 is engaged in manufacturing & marketing of FMCG Goods, Industrial & Household Plastics and metal products. It is a member company of the Mac Group whose history can be traced back to the 1880’s when entrepreneur and explorer Kanji Jeraj Manek departed on a dhow from Jamjodpur, Gujarat, to the East African coastline in search of better prospects.

Today Chemi & Cotex Industries Ltd. is one of the largest consumer goods company in Tanzania with manufacturing bases in Dar es Salaam, Arusha, Nairobi & Kampala & operations spread throughout East Africa. Chemi & Cotex Industries Ltd. a marketing channel network consists of 1200 business partners, spread throughout Tanzania, Kenya, Uganda, Democratic republic of Congo and South Africa which are serviced regularly by 8 regional offices, Depots, a fleet of 56 delivery vehicles & well trained, motivated and diligent personnel.

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Chemi & Cotex Industries Ltd’ s portfolio of brands include Whitedent, Sweet Heart, Bodyline, Siri, Simba Chef, Bannisters, Zawadi Zanzibar, Soft Touch, Skin Glow, Skin Care, Afro Jell, Chemicola, Vits, Glacier, Toto, Chemident, Bendera, Kanga, Polytank, Polypex, Kifaru, Whiteline, Zimo and many others.

The product mix consists of Toothpaste, Lotion, Cremes, Fairness Creme, Petroleum jellies, Hair Oils & tonics, Pomades, Styling Gels, Squashes, Baking Powder, Soda bicarbonate, Sauces, Jams, Pickles, Mineral Water, Toilet soaps, Laundry Bars, Detergents, Oils, Confectioneries,?? Household Plastics, Industrial Plastics, Barbed Wire, Chain link Fencing, Expanded Metal, Nails. Every year Chemi & Cotex Industries Ltd. akes efforts to improve quality of products and offer better value for money to their customers whilst at the same time in return maximize market share, and above all to keep consumers and business associates satisfied. 1. Current market plan (4P) WHITEDENT KIDS TOOTHPASTE At the moment Chemi & Cotex Industries Ltd. offers 2 brands of kid’s (children) toothpaste in the market. Sales of the brands are very low at the moment due to lack of awareness of the product and value provided by the same to the consumers.

In this case, the buyer of the product and the end user are different. The buyer is the parent and the consumer of the product is the child. Both the parent and the child need to be made more aware of the benefits accrued from using specialized toothpaste for oral care and mainly prevention of tooth decay amongst children in this case. Chemi & Cotex Industries Ltd. needs to create a marketing strategy that serves as the foundation of their marketing plan. Their marketing plan should contains a set of specific actions required to successfully implement their marketing strategy.

For example: “Use a low cost product to attract consumers. Once Chemi & Cotex Industries Ltd. can for instance attain a low cost product, it can establish a relationship with consumers based on cost. Chemi & Cotex Industries Ltd. will sell additional, higher-margin products and services that enhance the consumer’s interaction with the low-cost product or service. ” Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned.

In this case however, we shall not strategize on cost aspects and concentrate on value of the product to the consumer and attempt to raise sales of kid’s toothpaste by the value that it creates. We shall also focus our attention on packaging of the product by improving the same to entice the consumer to solicit the parent not to buy “toothpaste” but “Whitedent Kids Toothpaste” What we seek to achieve is heightening product appeal with the promise of value and more all-in-one solutions to propel growth and hence rise in sales of our chosen product. THE CURRENT PRODUCTS PRODUCED BY CHEMI & COTEX INDUSTRIES LTD. Whitedent Kids Toothpaste Tooti Frooti Flavor | | |[pic] | | | | |Exciting Tooti Frooti Flavor. | | | | | |Kids Love it!! | | | | |Available in 70 Grams | | | | | |Whitedent Kids Toothpaste Exciting Bubble Gum Flavor | | |[pic] | | | | |Exciting Bubble Gum Flavor. | | | | |Kids Just Love it!! | | | | | |Available in 70 Grams | | CCIL COVERAGE CCIL has one of the most robust distribution networks in Tanzania. It has 12 sales depots fully equipped with stock, vehicles and sales team. We also have two distributors covering Tanga and Mtwara. More Depots and distribution centers are in the offering.

CCIL products are also available through our distributors in Kenya, Uganda, Malawi, South Africa, Madagascar, Mozambique, DR of Congo, Rwanda & Burundi. Below is a Map of Tanzania showing current marketing channels that are also part of CCIL distribution network in Tanzania. The depots and distributors perform both marketing functions and distribution functions for CCIL. [pic] 2. Competition and Strategies COLGATE, PALMOLIVE, CREST, RUNGU DENT, etc Penetration strategy: ??? Lower the price of the product (whitedent kids) to enable to enter into the market. ??? Distribution of the products to rural and urban sectors to be accessible for the customers. ??? Do promotion via television, calenders, to launch school quiz, media. e. School Quiz 2008, a special Whitedent Toothpaste sponsored quiz popularly known as Squiz for children has been launched in Arusha, Mwanza, Mbeya and Dar es Salaam following a similar quiz last year restricted to Dar es Salaam Region. ??? Product strategy is to change the packaging, have different product line (e. g gel, spray, liquid etc) Focus Strategy: The company target or niche the children to use the product of Whitedent kids, the company use this strategy to enjoy a high degree of customer loyalty and this entrenched loyalty discourages other firms from competing directly. And also able to tailor a broad range of product development strengths to a relatively narrow market segment that they know very well. Differentiation strategy:

The company offers the unique attribute that are valued by customers and that the customers perceive to be better than or different fro the products of the competition. Whitedent toothpaste for kids has different product line like toothpaste, mouthwash, product type like gel, liquid, spray, herbal toothpaste, TATP (Triple Action), have different tastes like Bubblegum flavour Mouthwash Spearmint, Mouthwash Ice Mint. . 3. SWOT analysis Strengths -The product is highly recommended by dentists to fight cavities especially for kids due to their nature of eating sweet things -It kills germs and refreshes the mouth -It provides friendly flavors ie. Tootie Frooti and bubble gum -Available in small packets which can easily accessible for kids Weaknesses The product is scarce or hardly found in shops within the country -Very few flavors that may attract kids Opportunities -The company should utilize distribution and marketing channels of other toothpastes like Colgate which have good products for kids ie. -The business should foresee visiting schools to promote their products -Should introduce schemes to have dentist promote their product -Should introduce promotional quizzes which will make the product well know Threats -High competition in the market -May find the current financial global crunch as a challenge to growth as it may difficult to expand or even promote their products 4. Recommend Strategies Through Four P’s i. Product: Come up with cartoon features that children like example Barbie, Scooby Doo, Madagascar characters etc. This – Add up more flavors like banana, strawberry, orange etc – 2 in 1 toothpaste and mouthwash to help kids enjoy brushing their teeth ii. Price – Very reasonable price iii. Place: Districbution: – Can use existing channels to distribute – More outlets near schools / hospitals – Distribute with toothbrush iv. Promotion – Get dentist to promote the product by referral – Give children gift like dolls, toothbrush, etc per purchase. – Can distribute samples in the schools for free to make awareness 5. How will it be implemented o Review control / marketing re organization

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