Kohinoor Chemical Company (BD) Limited was government owned company up to May 05, 1988

and it transformed into a Public Limited Company from May 05, 1988. KCCL has 11 brand-icons
(types of brand). Among the brand icons, Tibet is the flagship brand names. In our country, there
are some companies those are national and multinational in the detergent industry. Mainly
Unilever is the multinational company that is producing detergent, detergent and cosmetics
products. These companies have been producing different types of detergent and cosmetics
products. For maximum of the cases, Unilever is the market leader and some of the cases, KCCL
is the market leader.
Detergent powder as a substitute for laundry soap is becoming increasingly popular with public
since its introduction in the market. In present days many people does not want to wash their
clothes with laundry soap due to not easiness of washing process. Under the research topic
Developing a suitable marketing strategy for White Detergent Powder a new product of
KCCL. is analyze with the other detergent brand like Surf Excel, Wheel etc.
At present detergent, soap and cosmetics producing company are under huge competition and to
cope up with competition they have to make their customer satisfied and to allure the potential
customers.
The products of KCCL are marketing in nationwide. Few products are also sold outside the
country like the Tibet 570 detergent and Tibet Ball detergent, Tibet beauty detergent have been
selling in India, Pakistan, Nepal and Sri Lanka.
KCCL has divided the whole country by 05 zones. Those are: Zone: 01 Dhaka Zone, Zone: 02
Mymensing, Zone: 03 Chittagong Zone, Zone: 04 Khulna Zone, and Zone: 05 Bogra Zone.
Some promotional strategies are available in KCCL that are free premium, event promotion,
sponsorship, household campaign, sponsorship of some social awareness program, summer and
winter program for retailers, Genster saloon upohar etc.. For advertising they use different types
of media: print media- newspaper and magazine, outdoor media-billboard and live media- TV and
radio. For advertisement of KCCL, different types of Magazines are used. There are six functional
departments of KCCL which are sales and marketing department, account and finance
department, production department, HR and admin department, store department and audit and
survey department.
The management problem for the research is recently the market share of Tibet Detergent
Powder is not increasing. On the other hand the industry growth rate of detergent is increasing
day by day. So, the management wants to know the reasons for not increasing the current market
share of Tibet Detergent and want to launch new brand white detergent powder to capture the
market share of white detergent powder.

Researcher problem for this research is to find out the market share of competitive detergent
brands, to determine the level of satisfaction for the price of the product and the effectiveness of
the competitors price, and to determine the effectiveness of current marketing strategy and
formulate and develop suitable marketing strategy for white detergent powder-new product of
KCCL.
To achieve the objectives it is needed to collect data from outlets who sell the detergent powder
as well as consumers. But for time, cost, and other limitations only the Dhaka city is considered
for collecting data.
There are some limitations raised to do the research those are: to determine the sample, to
select the sample and lack of cooperation of the respondents.
The broad objective of this research is To analyze the present marketing strategies and then
formulate suitable marketing strategies of launching White detergent powder. And the specific
objectives are
1.

To

find

2.

To

3.

To find out the suitable promotional activities followed by the different companies promotion

find

out

out

the

activities

the

demand

perception

of

the

by
analyze

for

detergent

users

about

detergent

different

5.

To

6.

To

7.

To

8.

To find out the present marketing strategies, objectives of other detergent companies.

find
find

out

the
out
the

demographic

characteristics

companies

To

out

customers

powder

4.

find

how

powder

the
available

effective
and

suitable

will
(age,

price
places

be
income,

of
for

occupation

detergent
selling

satisfied.

detergent

etc.)

powder
powder

Basing on the objectives six hypothesis is tested. The respondents are the retailers and
consumers. Sample size for this research is 67 for collecting the data a structured questionnaire
is used. For the questionnaire analysis mainly the frequency distribution technique is followed.

From the analysis and using frequency distribution it is seen that:

From the survey it is found that out of 67 respondents 75% are female according to wash with

own and out of 67 respondents 78% respondents are female according to taking decision about
which brand of detergent should be buy for washing. The majority respondents are female. But
bachelors use detergent powder by self washing
The majority of respondents are female. So the advertisement of detergent powder should take

such a way that it attracts female persons

The income level of the majority respondents is above 10000. And it can be easily said that all

income group from lower middle to upper class used detergent powder
The majority respondents are using detergent powder of Unilever (Wheel. Surf Excel) Limited.
Unilever is the is the market leader of detergent powder industries in Bangladesh

It is found that out of 67 users, 35% respondents choose detergent powder for product features

(cleaning ability, packaging etc.),22% choose for brand image,15% choose for price,13%choose
for recommendations ,10% choose for availability and 5% choose for other reasons
The majority respondents think that Unilever (Surf Excel, Wheel) Ltd provides best product

features to the detergent powder holders. Thats why the customers are fully satisfied for the
product features on detergent powder of Unilever (Surf Excel, Wheel) Bangladesh Ltd.
The majority of respondents have chosen detergent powder for attractive product features,

brand image and package

Based on Promotional activities Wheel power white Brand is the best.
The majority respondents think that Wheel Power is the best for detergent powder based on

cash availability in the stores

The majority respondents think that Surf Excel Detergent Brand is the best for based on price

and packaging size of detergent powder

The majority respondents prefer Television for the advertising of detergent powder because
add to television influenced more to female consumers

From the market survey and data analysis it is seen that market position of Tibet detergents not
desired position and at present the market share is low. This kind of market position is not
expected for Company. On the other hand the market share of white detergent powder is
increasing day by day. To increase the market share and to become the market leader the
company will have to reshuffle its marketing activities. Because the marketing is such an
instrument, which can easily convince the customers. And if the company becomes able to make
a good impression into the heart of customer then it can easily capture the market and increase
its market share. The quality of the product will have to be ensured for the customers, because to
become a market leader the company has to overcome Unilever. To beat the Unilever there is no
alternative way other than to increase its quality. So, the higher authority and the management of
the company should keep in their mind all of these points. A reasonable marketing strategy
should not only facilitate marketing goals, but also the action sequence of a campaign. KCCL has
much more potential to explore the existing situation.
OVERVIEW OF THE ORGANIZATION
INTRODUCTION
Kohinoor Chemical Company Ltd. (KCCL) with its brand-icon Tibet is a tree house roots are deep
down and wide all over the country as a pioneer in manufacturing cosmetics, toiletries,
detergent, perfume and glycerin since 1956. Kohinoor Chemical has all along introduced
standard, exciting and value-added formulations which are the key to its winning a steady and
sustainable increase in market share, some of which are unquestionably market leaders.
Inheriting its past glory and rectifying its loss for state-owned management under Sector
Corporation, they upon assumption of management in private sector, brought in a total recast in

the age-old technology, personnel and, particularly, corporate outlook. The result is manifest in
their record upswing in growth curves.
Quality happens to be the guiding philosophy of Kohinoor Chemical. While quality leads to
precision, precision lead to brand loyalty. Its an authentic consumer response that they get only
in Tibet the best products at the least price tags. Recently our products have started enjoying
consumer trust beyond Bangladesh.
BRIEF HISTORY OF KCCL
A Pakistani entrepreneur founded the company as Kohinoor Shilpa Gosthi. The company was
listed in 1959 and was registered in 1959 from the very beginning of its journey Kohinoor Group
of Industries (KGI) consisted two manufacturing plants, namely Kohinoor Chemical Company
Limited established in 1959 and Kohinoor battery manufacturers limited established in 1964. It
also started business by producing Tibet Snow in 1956 and from then it never really had to look
back as Tibet Snow gave it solid ground to stand firmly. Then it went on producing Tibet Ball
Detergent, Tibet Kadur Tel and so on. After liberation, these companies were placed under
Bangladesh Fertilizer Chemical and Pharmaceutical Corporation in 1972 and subsequently under
Bangladesh Chemical Industries Corporation (BCIC) in 1976.
Like all other BCIC subsidiaries KGI was also directed by an enterprise/company board, chaired
by one of the directors of BCIC who was also the director-in-charge of KGI. The enterprise
enjoyed separate entity and operated on commercial consideration with full range of delegated
powders for administrative commercial and financial functions.
From the Pakistan period KGI was the largest manufacturer of dry cell battery, laundry and toilet
detergents, snow, cold cream, toothpaste, talcum powder, hair oil, nail polish, after shave lotion,
shaving cream, fountain pen ink and glycerin in the country. Laundry detergent was the principal
product of Kohinoor Chemical Company Limited.
Traditionally the target market of KGI used to be the lower income group of society. It tried to
reach them with a brand name Tibet. KGIs basic management philosophy was to try to meet
the needs of lower income group and satisfy the customer requirements by supplying these
products within their purchasing power as well as maintaining high quality.
After nationalization the mission statement of Kohinoor Group of Industries became to reach with
its products at every home of 68000 villages of Bangladesh. This time, along with its regular
products Kohinoor introduced a full range of quality products for the people of higher income
group to cater to their needs. These products were Honey Dew after shaving lotion, Envy after
shave lotion, Night fever perfume, Flora French perfume; Flora perfumed talc, Flora luxury talc,
Flora nail polish, Medora toilet detergent, Lemon dew toilet detergent, Sandalina toilet detergent,

Tibet Toilet Detergent etc. This new range of products succeeded in seizing considerable share of
the upper-segment market, previously filled by the imported items of the kind.
Up to mid `80s, KGI was a profitable concern. After nationalization, its yearly profit experienced
an increasing trend till 1983. However, the profit started to decline and from 1986, it started
incurring loss.
The containing dismal performance of this once-profitable enterprise prompted the government to
seriously pursue its privatization. The privatization process began in 1988, under the 51-49 plan
as per industrial policy, 1986. The process consisted of -sale of 15% of shares to company
workers and staff under Employee Stock Option Program (ESOP), 34% to the general public
through the Stock Market and the remaining retained by the government. However the
employees did not pay for their shares until 1989, so the government retained 66% for an extra
year. In the second and final phase of the process, the retained 51% of the shares were offered
for sale through open tender in 1992. These shares were eventually sold to the Orion Group in
1993. The Group, which had been a successful private sector owner of three other
pharmaceutical concerns, was the highest bidder for the enterprise. Its interest in acquiring the
Kohinoor Chemicals stemmed for its long association with the enterprise as a supplier/
contractor.
During the prolonged period of privatization, the enterprise continued to run into losses. By 1993,
the enterprise was running at only 13% of its annual production capacity and its sales revenue
fell by 32% since 1990.
Up to 80s, KCCL was doing well in government ownership; it could establish itself among the few
profitable organizations of Bangladesh. But the nosedive came in the mid-80s. Surprisingly the
financial condition of Kohinoor was thought to be satisfactory till an audit report discovered that it
was making losses from the mid-80s in 86 alone, Kohinoor incurred a staggering losses of 5
Crore taka! It came as a total stock for everyone concerned. The reaction was so intense that the
union workers beat the auditors up and threw him out of Kohinoor.
But the process of decadence started long before this revelation. Each of the departments bore
the sign of ill competence and inefficiency as well as incapability to react positively to the
changing environment. We can take an inside picture of some of these departments to trill these
marks of inefficiency that plagued the enterprise.
The administration was in total disarray under labor unions constant interference. Management
lost the bargaining power; the trade union maintained relationship with the concerned top officials
and the minister. Improper demands from the part of labors caused many humiliating incidents,
for example, breaking tabletop glasses was common event. The union dictated the production

schedule and specification. They even sold machine parts and office materials outside. The
management provided dress for workers. They took the opportunity and regularly misused this
benefit and sold the Kohinoor cloths outside. The labor union also interfered with the recruitment;
as a consequence the enterprise became overstaffed. The link between performance and
payment was no longer there. Supervisors lost their control over workers.
On their part, the management also grew inefficient and corrupt. In fact, after nationalization the
management failed to raise the level of responsibility and accountability. Not only workers, but
also the management including the top management, involved in malpractice and misuses of
power and authority. The purchase procedure had flaws that caused Kohinoor to pay higher piece
for materials. They also accepted below quality raw materials, which led to the quality
deterioration of the products. No initiative was taken from the part of management to product
development to respond to the changing market situation. For instance, Kohinoor used to
produce ink earlier its quality matched with the consumers expectations. But suddenly it
deteriorated. Its competitor youth ink that was imported from China took the opportunity and
grabbed the market with superior quality. With a virtually non-existent MIS department and
inefficient, laggard marketing department, it failed to identify the variables interacting outside that
were causing changes in external environment.
As far as production is concerned, Kohinoor maintained very old plant. In the detergent section,
all types of detergents were made from a single plant and through a single process. Detergent,
washing detergent, toilet detergent; every thing were produced from that plant and manually
operated. The basic raw materials were produced in the plant. The main ingredient of detergent,
sodium salt or plasmatic acid, called noodles or talo, was produced internally. The quality of
detergent depends on these noodles. Since all materials were produced manually and did not
have any sophisticated quality assurance device, the talos quality varied from batch to batch.
Consumers found it inconvenient as Kohinoor failed to stick to a certain level of product quality
for a longer period.
Probably marketing department of KCCL was the most affected department due to this nosedive.
This responsibility center was headed by a marketing manager who did not have much
knowledge to combat the fiercely competitive market of consumer product. This department
believed in selling concept. That is they believed that production of any product ensures its sell.
Kohinoor had its star products like Tibet beauty care detergent, super lemon dew detergent. It
also had a number of popular products like Tibet snow, Genstar shaving cream, Tibet Pumpkin
Hair Oil etc. A little care and planning regarding the products could well retain its market. But
KCCL paid heavily for its concept of taking the market for granted (selling concept). KCCL relied

on a few sales representatives, who earned a fixed remuneration regardless of performance, and
therefore lacked proper incentives. Its years old packaging gave consumers a monotonous
appearance. In a changing society, KCCLs competitors often came up with better product.
Kohinoor could not over trump in answer,
Down the channel, Kohinoor followed a typical system of distribution. It dispersed products to
wholesales from where retailers collected products. But usually in this process sales
representatives play a vital role to increase demand. They do it by pursuing retailers through
various methods such as giving commission and rapport building. Kohinoor sales representatives
lacked the motivation to do this hectic job, due to their inflexible salary structure, Kohinoor lost its
market as its consumer group moved to other brands. It happened that only the brand loyal
consumers stuck to Kohinoor products. The market lost by KCCL was captured by its
competitors such as Unilever, Keya Cosmetics, Squre toiletries, Moushumi Cosmetics industries
millat chemical company etc.
The government polices also did not help the Kohinoors case either. The reduction in import
tariff structure led to a boom in the trading business, making competition much more difficult.
Fake Kohinoor items also played a major role in Kohinoors losing market. This was a two-way
process; fake Kohinoor products reduced the reliability of original Kohinoor products and take
Kohinoor products flooded the market at a much lesser price.
The government initiated the privatization process as it had had to the bear the burden of the
huge cumulative loss. Ultimately it was handed over to the Orion group. On august 3, 1993
owners of Orion house, there brothers Obaidul karim, Rezaul karim and Ebadul karim bought
KCCL, from BCIC through a sealed bid auction. Down payment was settled at TK. 8 crore
approximately. Orion house diversified its business through acquisition of Kohinoor. Yet they took
the challenge and succeeded in reducing loss. Within three years, the enterprise, experience an
about-turn and first made profit in 1996-97 fiscal year. But the process of transition was never
smooth. The new owners felt that the privatization board was slow to make decisions and every
step required personal follow-ups. / Also the lack of commercial orientation and non-transparent
dealings of the bureaucrats didnt make it any easier. But the toughest challenge was from the inhouse; the labor unions and old management legacy. After acquiring it the new owners could not
enter the organization for 7 days. They were able to enter the organization only after signing a
contract with the labor union-the contract specified that no labor could be sacked without giving
him certain benefits (like gratuity, provident fund) as was available in the BCIC period. Moreover
the enterprise had to bear the burden of many politically affiliated workers. KCCL also had to
carry a number of BCIC officers for 3 years on deputation. All these factors as well as the long

prevailing bureaucratic bottlenecks made the change of administration quite difficult after
privatization.
The major task of the new management was to streamline the inefficient work force. It retrenched
45% of the employees, paying them due compensations. This large-scale retrenchment faced
little labor resistance since it followed existing labor laws. The have reorganized their recruitment
policy, selection criteria, performance appraisal and job evaluation system. Now administration
department also has begun to recruit some professional graduates. As a result of a massive
rightsizing, in 1993 the total numbers of workers were 1007, among them 405 were workers and
602 were staffs- the corresponding figure in 1998 is 623 comprising of 243 workers and 391
staffs.
VISION, MISSION AND VALUES OF THE ORGANIZATION
Vision of the Organization
We also have a vision to attain our avowed mission of assuming the above duty and
responsibility. We envisage for a more beautiful tomorrow for the country, for the region and for
the whole world.
Mission of the Organization
Time has rewarded us with the rank of leadership. But we will always remember what it means to
us to be the leader in the market. We will always try to explore beyond the boundaries of
possibilities. Customer need and the customer need alone will be our guiding philosophy in
manufacturing and marketing of products that beautiful people and satisfy their souls.
Values of the Organization
Quality of the products, reliability, and strong distribution channel are the core values of the
organization and are the basis on which they do business.
ORGANIZATIONAL CULTURE
KCCL build up an interesting and friendly working environment where all the employees play
individual rules to achieve a particular goal for the organization. From the very beginning of
KCCL, it knows that the organization needs to adapt to a culture consistent with their operation.
The top management of KCCL puts a lot of emphasis on this. Along with the operation of the
organization they also concentrate on the practiced & shared norms, values & customs of KCCL,
which eventually has given the birth of KCCL culture, a culture incorporated with the
revolutionary operation of the organization. KCCL is the pioneer in private sector housing finance
in Bangladesh. From the very first stage, the top management of KCCL is confident to set the
trend not only in regard to operational improvements but the trend for organizational culture as
well. They know it is a challenge for them & intend to overcome that.

Time, the keynote for discipline is largely emphasized at KCCL. In todays ever-changing
environment any organization needs to be balanced rather than extremist in their practiced
norms. In case of KCCL, the culture of the organization has succeeded to find the balance with
the odd mixture of discipline & flexibility in their culture, which only disposition them to be aware
of their surroundings.
In the natural course of professional action employees are only interested to what benefits them.
The nature of KCCL culture is such that after the employees have arrived in the organization
each one of them goes through an attachment program, which helps in familiarizing of the
employee with the present norm of the organization and makes him feel homely.
BOARD OF DIRECTORS
Md. Obaidul Karim

Chairman

Md. Rezaul Karim

Managing Director

Md. Ebadul Karim

Directors

Mrs. Arzuda Karim

Directors

Mrs. Shirin Akhter

Directors

Lt. Col. Kamal Ahmed PSC. (Rtd)

Independent Director

Abu Bakar Siddique

Chief Financial Officer

Md. Maksud Hossen Siddique

Chief Internal Auditor

Md. Ferdous Jaman

Company Secretary

VARIOUS FUNCTIONAL
DEPARTMENTS
KCCL comprises of six departments. The Various Functional Departments are:

Sales and Marketing Department

Account and Finance Department

Production Department

HRM and Admin Department

Store Department

Audit and Survey Department

Sales and Marketing Department
There is one Executive vice president in sales and marketing department. He is the head of this
department. In this department there are four Divisions; Brand, Sales, Distribution and MIS. In
distribution there is another sub division that is Excise and VAT. Under the Excise and VAT there
are AVP-VAT, one Executive, one Jr. Executive, two Officers, three Jr. Officers and two Staff.
Under the Vice president of distribution there is one Sr. Executive, one Executive, one Jr.
Executive, one Officer, and three Jr. Officer. Four depot under this department-Central Depot, Ctg

Depot, Sylhet Depot, Bogra Depot, Barisal Depot, and Khulna Depot. Another subdivision of this
department is Brand. Under this department there is one Asst. Vice President, one executive, Six
Jr. Executive and one Officer. Another subdivision is sales. Under this division there is one Asst.
Vice President, five Asst. sales manager, seventeen regional managers, eighty one district sales
officer and asst. district sales officer, and 523 persons are Sales representative.
Another part of the sales and marketing department is MIS. Under this part there is one Asst.
Vice President, one Sr. Executive, one Jr. Executive, two Officers, and one data entry operator. In
this department there is one officer (sales admin.), one Jr. Officer (Sales admin.).
Functions and Responsibilities of Sales and Marketing Department
There are four sub-divisions in sales and marketing department. The divisions are:
Brand
Distribution
Sales and
MIS
Job of of Brand Department: The Functions and Responsibility of Band are:

Product Nourishing

Media management
o
Ad Scheduling
o
Coordinate with TV channel
o
Correlation with media
o
Press scheduling

Event management

In-house program

New product development

Production follow-up

Management of summer and winter program

Communication with Ad agencies and suppliers

Supply chain management for packaging and raw material

Decision about size, color, shape, weight of products

Check the raw materials

List the raw materials and give it to the purchase department

Job of Distribution Department:
The main function of this department is to deliver or distribute the products to the distributors.
There are 162 distributors who distribute the products to the stores according to order of sales
representatives. The responsibility of this department is to deliver the products to the depot. The
distributors send the Bank Draft to the distribution department and then it is deposited to the
bank. This department also monitors the whole distribution channel over the country.

Job of Sales Department:

The responsibility of sales department is related to the distribution department. The sales
representatives take the order from different stores and give the list to the distributors. The ADSO
(Assistant District Sales Officer) and (District Sales Officer) DSO monitor the (Sales
Representative) SR, (Regional Manager) RM monitor DSO and ADSO, and (Assistant Sales
Manager) ASM monitor RM.
Job of MIS Department:
The MIS department keeps all the information of sales, distribution and other management
information. This department keeps the information of all field force and their responsibilities.
Every day the SR takes the order from the store and send message to the MIS depart
COMPETITIVE ANALYSIS
KCCL has already made significant progress within a very short period of its existence. The
company has been graded as accompany in the country. The companyhas already occupied an
enviable position among its competitors after achieving success in all areas of business
operation.
INDUSTRY ANALYSIS
Porters Five Forces Model
The five forces analysis will aim to identify the key forces, which will affect the level of competition
in detergent market where white detergent is marketed.
Threats of Potential Entrants
Entrants (Low)

Competitive
Suppliers
Bargaining
Power (Low)

Rivalry(High)

Surf excel

wheel

chaka

Buyers
Bargaining
Power (High)

Threat of Substitutes (High) Substitutes

Laundry items requires high capital investment in order to enter market and KCCL have built up
experience and distribution channels to compete effectively in the industry and able to tailor
detergent for the market to meet customers demand. There would be no chance for any
company to come in the detergent market within very short time.
Threat of Substitutes (high)

Consumer in our country very often purchase normal power detergent like wheel lemon, Tibet
lemon, Keya etc instead of power detergent as they are not aware about what is the usage of
normal power detergent or power detergent. They use both detergent for one purpose so threats
of substitutes are high in this case.
Bargaining power of Suppliers (low)
KCCL is a big and strong business entity, which cannot be easily influenced or forced in its
decisions by suppliers, as it is not dependent on one supplier. Raw materials for detergent come
from different suppliers in different countries.
Bargaining power of Buyers (High)
Customers frequently keep on demanding more new products, better features and great variety
at acceptable prices. This has forced KCCL to develop new variant of detergent. If not then
consumers can switch to competitors products.
Competition (High)
KCCL Detergents main competitors are surf excel, wheel, chaka brand. Unilever Company is the
market leader. Due to this KCCL was under pressure to create something new.
Boston Consultancy Group Matrix (BCG)
A key resource of strategic planning is the ability of the management to envision its current
product base, with respect to product life cycle (PLC), cash flows, and the extent of financial and
non-financial support required and justified by each product. Concordantly, the BCG matrix is an
effective strategic tool that can help the management decide on which products to build on, which
products to support, which ones require corrections, and which brands should be let go off. The
following figure illustrates the current positioning of KCCLs main bread earners with respect to
their market share, and market growth.
SWOT ANALYSIS OF KCCL
The KCCL enjoys a reputation in the country. The strength, weakness, opportunity and threat of
KCCL are as follows

Strengths
KCCL has good quality and hygienic products.
It has advanced technology.
It has good brand name Tibet.
Pioneer in manufacturing high quality beauty and personal care products in this subcontinent.
Strong and qualified management.
Commitment to be directed towards to quality service.
Competitive price/commission.
Trained salespeople and committed employees to customer.
Forward looking and continuous development.

Organizational culture to value the customers most.

Product recognition already exists in customer mind.

Weaknesses
Difficult to manage large employees.
High cost for the training of the salespeople.
Less attractive packaging in case of some laundry shop.
Absence of teamwork between branches.
Heavily depends on head office for decision making.
Lack of incentives and rewards from the management section.
Sometimes Lack of Motivation of workers.

Opportunities

Expand market internationally

It can Increase the demand in the customer mind through most visible advertising.

Through huge Investment in potential country, achieve maximum market share.

To relate the Management properly.

Threats
Some other company (like Keya, Uniliver, Arometic).
Countrys strict rules and regulations.
Customer awareness of pricing and service.
Political stability breakdown the outcome result
GLOBAL ACTIVITY
KCCLs global operation is not that much. Only 5% of its total profit comes from export. KCCL
mainly export its product to our neighboring country like India, Pakistan, Nepal. But the company
wants to export their product in other region or countries such as Africa, Middle-East and Central
Asia which is under process.
KCCL PRODUCTS

KCCLs products can be classified into four broad categories.

Cosmetics
Toiletries
Soap and
Detergent
Cosmetics & Toiletries
Tibet Pomade
Tibet Perfumed Petroleum Jelly
Fair & Care
Tibet glycerine
Tibet Snow
Body Powder

Tibet Luxury Talcum Powder

Tibet Talcum Powder
Tibet Prickly Heat Powder
Tibet Baby Powder
Dental Care
Tibet Tooth Powder
Baby Lotion
Tibet Baby Lotion
Shaving Cream
Tibet Lather Shaving Cream B-22
Ice Cool Shaving Cream
Genstar Lather Shaving Cream
Hair Oil
Tibet Pure Coconut Oil
Tibet Medicated Hair Oil
Tibet Pumpkin Hair Oil
Lip gel
Tibet Lip gel
Fruity Chap Stick
Chandan Attar
Tibet Chandan Attar
Soap
Bath Soap
Tibet Beauty Care Soap (Pink)
Tibet Beauty Care Soap (White)
Tibet Beauty Care Soap (Green)
Tibet Beauty Care Soap (Jasmine)
Ice Cool Soap
Sandalina Sandal Soap
Bactrol Family Health Soap
Laundry Soap
Tibet 570 Laundry Soap (Red)
Tibet Ball Soap
Tibet Laundry Soap (Green)

Tibet Laundry Soap (Blue)

Tibet Detergent Powder
Xpert Dish Wash Powder
TIBET BEAUTY SOAP (WHITE, PINK, GREEN & JASMINE)
SPECIALITIES
= Made entirely from vegetable fat (Free from animal fat).
= TFM (Total Fatty Matter) 74%.
= Free from free-alkaly.
= Free from unsaponifiable Fat.
= Enriched with several herbal extracts (In 4 different colors and fragrances).
= Manufactured by completely automatic and latest machine.
EFFECTIVENESS
= 100% Halal.
= BSTI- approval and international standard.
= Keeps skin soft.
= Maximum foam and minimum wastage.
= Effective for specific skin types.
= Enhances brightness of skin.
SANDALINA SANDAL SOAP (125 gm / 75 gm)
SPECIALITIES
= Made entirely from vegetable fat (Free from animal fat).
= TFM 80%.
= Free from free-alkaly.
= Enriched with Sandal Wood from Mysore (India).
= Enriched with Moisturizing Complex.
EFFECTIVENESS
= 100% Halal.
= BSTI- approved and International quality.
= Keeps skin soft and soothing.
= Maximum foam and minimum wastage.
= No extra Sandal Powder is required for beauty care.
BACTROL FAMILY HEALTH SOAP
SPECIALITIES
= Made entirely from vegetable fat (Free from animal fat).

= TFM 70%.
= Free from free-alkaly.
= Free from unsaponifiable fat.
= Enriched with TCC (Tri-cloro carbon).
EFFECTIVENESS
= 100% Halal.
= BSTI- approve and international quality.
= Keeps skin soft.
= Not harmful for skin.
= Ensures safe and soothing skin through protection from bacteria.
TIBET 570 SOAP
SPECIALITIES
= Made entirely from vegetable fat (Free from animal fat).
= Glycerin-enriched.
= Enriched with EDTA.
= Free from Silicate.
EFFECTIVENESS
= 100% Halal.
= Helps shining and brightening of cloth.
= Helpful for cloths longevity and prevents decaying of yarn.
= Guarantee for washing quality.
TIBET LAUNDRY SOAP
(Green, Blue & Yellow)
SPECIALITIES

Made entirely from vegetable fat (Free from animal fat).

Glycerin-enriched.

Enriched with EDTA.

Free from Silicate.

EFFECTIVENESS
= 100% Halal.
= Not harmful for skin.
= Helps shining and brightening of cloth.
= Helpful for cloths longevity and prevents decaying of yarn.
= Fragrance continues long after washing.
TIBET BALL SOAP

SPECIALITIES
= Made entirely from vegetable fat (Free from animal fat).
= EDTA-enriched.
= Balanced chemical.
= Free from Silicate.
= TFM-permissible by BSTI.
= Controlled Titter.
EFFECTIVENESS
= 100% Halal.
= Acts as moisturizer, which leaves skin smooth.
= Helps shining and brightening of cloth.
= Helpful for cloths longevity and prevents decaying of yarn.
= Soap is used less and doesnt crack..
TIBET DETEREGNT POWDER
SPECIALITIES
Enriched with BSTI certified Active Detergent.
= Optical Brightener.
= Water Softener.
= Lemon Jasmine Dual Fragrance.
EFFECTIVENESS
= Keeps Clothes as brightened as new ones.
= Fortified washing powder due to active detergent ingredients and removes dart and stain from
deep inside the fabric.
= Helps keeping cloth color unfaded and glowing.
= Active note of Lemon or Jasmine flower remains long after washing.
= Ensures international quality.
TIBET COCONUT OIL
SPECIALITIES
= Enriched with natural Tocopherol (Vitamin E).
= Lowest Acid value (Below 0.5).
= No artificial perfume added.
EFFECTIVENESS
= Provides hair with Vitamin E and Beta-carotine. Vitamin E strengthens the hair root while Betacarotine prevents hair loss and let the hair shining.

= Hair remains always distinct and never makes it sticky.

= Entirely pure natural coconut oil.
TIBET PUMPKIN HAIR OIL
SPECIALITIES
= Refined Mineral Oil enriched.
= Added with Dragobotania.
= Other herbal extracts.
EFFECTIVENESS
= Provides hair with essential proteins.
= Keeps sculp soothing and calm, removes burning sensation, helps hair growth and makes hair
deep black and shinning.
= Makes hair root more stronger and fortified.
FAIR & CARE FAIRNESS CREAM

SPECIALITIES
Triple Sunscreen System.
pH balanced.
Fairness Vitamin Vita B3 enriched.
Enriched with natural milk protein.
Silicon-oil enriched.
Applicable in all seasons.
Effective protection against suns UVB, UVA-1 and UVA-2 rays that cause skin turn black.
Keeps skin bright, fair and glowing.
Emolin-enriched
Enriched with Moisturizing Agents.
Added with anti-bacterial and anti-fungal agent.
Enriched with extra-whitening agent.
Keeps skin soft and smooth.
Ideal for use in all seasons.
Removes spots and keeps skin safe from fungus and bacteria.
Brightens skin.
EFFECTIVENESS

TIBET SNOW
SPECIALITIES
EFFECTIVENESS
TIBET PETROLEUM JELLY
SPECIALITIES
= Anti-Cracking agent enriched.

= Enriched with Mineral Oil.

= Enriched with Jojoba oil.
EFFECTIVENESS
= Specially prevents heel and finger cracking.
= Enhance softness of skin.
= Keeps skin vibrant and life full.
TIBET LIP GEL
SPECIALITIES
= Graced with fresh Lemon Fragrance.
= Enriched with anti-cracking agents.
= With Coco-Butter.
EFFECTIVENESS
= Creates rejuvenating sensation.
= Effectively prevents lip cracking and chapping.
= Keeps lip soft and protected against cold.
TIBET BABY LOTION
SPECIALITIES
= Aloe-Vera & Vitamin E enriched.
= pH balanced.
= Manufactured in special formula.
EFFECTIVENESS
= Provides babys skin with protein through Vitamin E.
= Keeps babys skin soft and supple through Aloe Vera.
= Removes oily stickiness from skin.
HEEL GUARD CRACKED HEEL CREAM

SPECIALITIES
Enriched with Anti-Cracking agents.
Added with Herbal Oil.
Humactant and Moisturizing effect.

EFFECTIVENESS
Reduces pain and burning from heel and finger cracking.
Protect skin from dehydration and keeps it soft and smooth.
Returns normalcy to cracked and congested heel and fingers.
TIBET POMADE
SPECIALITIES

Enriched with Anti-Cracking agents.

Enriched with moisturizing agent.
Especially helps prevent cracking and chapping of skin in any part of the body.
Protects skin and keeps it soft, supple and smooth.

EFFECTIVENESS
TIBET GLYCERIN
SPECIALITIES
= Extracted from vegetable fat.
= Free from free fat and easter.
= Humectant and moisturizing effect.
EFFECTIVENESS
= 100 % Halal.
= No side effect.
= Never lets skin turn black.
= Keeps skin soft and smooth.
TIBET PRICKLY HEAT POWDER
SPECIALITIES
= Enriched with Irgason (Deodorant).
= Anti-perspirative.
= Enriched with Borrick Powder.
EFFECTIVENESS
= Removes bad odour from body.
= Doesnt block the secretion point of hair root.
= Removes prickly heat and bacteria.
TIBET LUXURY TELCUM POWDER
SPECIALITIES
= Anti-perspirative.
= Enriched with highest quality of fragrance.
= Enriched with Sun blocking agents.
EFFECTIVENESS
= Doesnt block the secretion point.
= Prevents sweating.
= Protects from suns U/V ray.
TIBET BABY POWDER
SPECIALITIES

= Specially formulated for sensitive baby skin.

= The most expensive perfume used.
EFFECTIVENESS
= Protects babies from skin rash, infection and rash.
= Keeps rejuvinated with unique fragrance
SANDALINA SANDAL TALC
SPECIALITIES
= Sandal Wood Oil from Mysore.
= Balanced Mess size.
EFFECTIVENESS
= Rejuvenates the whole day with refreshing fragrance.
= Acts as natural fairness provider.
TIBET TELCUM POWDER (Photo)
SPECIALITIES
= Balanced Mess size.
= Anti-perspirative.
= Enriched with highest quality perfume.
ICE COOL PRICKLY HEAT POWDER
SPECIALITIES
= Enriched with Irgason.
= Anti-persperative.
= Borrick Powder added.
= Menthol added.
EFFECTIVENESS
= Removes bodys bad odor.
= Doesnt block the porous points of hair root.
= Effective against prickly heat and bacteria.
= Gives quick relief in extreme hot weather with soothing and cool sensation.
TIBET TOOTH POWDER
SPECIALITIES
= Enriched with Calcium carbonate.
= Triclosan added.
= Enriched with most upgraded coolant.
= Peppermint flavored.

EFFECTIVENESS
= Protects from dental decay.
= Bacteria protection for the whole body.
= Cool sensation remains during and long after mouth wash.
= Keeps breathe rejuvenated whole day.
FRUITY CHAPSTIC
SPECIALITIES
= Enriched with Jojoba Oil and Cocoa Butter.
= With Mineral Oil.
= Vitamin C and E enriched.
EFFECTIVENESS
= Keeps Lip soothing, soft and smooth.
= Holds lips dehydration.
= Specially helps protecting from Lips Colozan loss.
XPERT DISHWASH POWDER
SPECIALITIES
= Enriched with Anti-bacterial agent.
= Lemon fragrance.
= Deep cleaning agent enriched.
EFFECTIVENESS
= Cleans all kinds of kitchen fittings, tiles and kitchen flour.
= Relives with active fragrance of fresh lemon.
= Instantly removes burn stains and cleans off starchy grease from used utensils.
CLEAN MASTER LIQUID TOILET CLEANER
SPECIALITIES
= Strong antibacterial agent enriched.
= Enriched with effective cleansing agents.
= Eco-friendly formulation
EFFECTIVENESS
= Removes tough stains from commode.
= Kills germs with its strong properties.
= Not harmful to septic tanks.
TIBET CHANDAN ATAR
SPECIALITIES

= Mysore sandal wood extracts.

= Free from alcohol.
= Non-toxic, non-irritating.
EFFECTIVENESS
= Sandal fragrance soothes whole day.
= Leaves no stain on cloth and doesnt cause allergy or burring sensation.
GENSTAR LATHER SHAVING CREAM
SPECIALITIES
= Enriched with Antiseptic agent.
= Emulient-enriched.
= Added with foaming agent.
EFFECTIVENESS
= Resists skin infection.
= Instants foam helps smooth shaving.
= Brings soothing sensation.
TIBET LATHER SHAVING CREAM
SPECIALITIES
= Antiseptic agent enriched.
= With Moisturizing agent.
= Enriched with most latest cooling agent.
EFFECTIVENESS
= Keeps skin soothing.
= Keeps skin soft.
= Instant foam helps smooth shaving.
ICE COOL SHAVING CREAM
SPECIALITIES
= Antiseptic agent enriched.
= With Moisturizing agent.
= Enriched with most latest cooling agent.
EFFECTIVENESS
= Resists skin infection.
= Keeps skin soothing.
= Cool sensation remains during and long after shaving.
CUSTOMERS

Generally the Customers of the products are the people of all over the country, especially for
lower income to middle income people. Some products are for special target groups such as the
Sandalina sandal soap are made for the beauty conscious woman. The popular laundry soap is
made for the up market target group. Tibet Pure Coconut Oil is for all class of female consumers.
The customer of Genstar Lather Shaving Cream is the saloon of all over the country.
USE OF THE PRODUCTS
Table 1: Use of Products
Product Name

Use

Tibet Beauty Care Soap

It is useful for normal skin. It soft, smoothens and improves skin with the caring effects of its valuable

(Pink)

ingredients, influences skin function. It removes the skin wrinkle and also maintains brightness of
skin.

Tibet Beauty Care Soap

It is useful for dry skin. It restores lost moisture of the skin. Leaves the skin feeling wonderfully soft

(White)

and supple.

Tibet Beauty Care Soap

It is for oily skin. It tones the skin with natural astringent effects of 7 herbs, gently removes excess

(Green)

oils, leaving skin soft and fresh.

Tibet Beauty Care Soap

It is for delicate skin specially prepared to be gentle and safe on skin. It provides skin caring and

(Purple)

protecting effects, leaves skin always soft and supple.

Super Lemon Dew Skin

It is high quality skin care soap made from 100% Vegetable Fat. Lemon Dew keeps darling skin soft,

Care Soap

fresh and evergreen.

Sandalina Sandal Soap

Sandalina Sandal Soap is made from the natural Mysore Sandal Wood Oil to take care of even the
most delicate skins, cleansing thoroughly, gently and naturally.

Tibet Detergent Powder

It is prepared from non effective extra power whitening and brightening agents to protect delicate
skin and fabrics.

Tibet Medicated Hair Oil

It is a seamless blend of antibacterial, multivitamin complex and henna oil is among the active
ingredients.

Tibet Laundry Soap

This is also very soft on skin & effective to remove dirt and stains on cloth. After washing cloth by
Tibet Laundry Soap

Tibet Ball Soap

It bright and protect the cloth

Tibet Pure Coconut Oil

Regular use of Tibet Pure Coconut Oil keeps your scalp cool and makes the hair shiny as well as

black.
Bactrol

Family

Health

It is useful for dry skin. It restores lost moisture of the skin. Leaves the skin feeling wonderfully soft

Soap

and supple.

Tibet Tooth Powder

Its enormous foam preserves the teeth from germs and decays, keeps away bad odour from mouth
and gives a healthy clean breath.

Tibet Baby Lotion

Tibet

Lather

Tibet baby Lotion keeps babys skin soft, fresh and gentle.
Shaving

It guards the facial skin against infections and generates profuse lather. The creamy lather softens

Cream

the beard quickly and its protective ingredients help the blade glide over the skin gently.

Genstar Lather Shaving

It is enriched with some special elements to soften rough beard to ensure smooth shaving. It leaves

Cream

face fresh for hours after shaving. It also improves the performance of razor.

Tibet Pomade

It is specially prepared to keep the lovely hair delicately soft and ever radiant. It smoothens and
nourishes dry hair and scalp. It also smoothens chapped skin and helps to prevent nappy rash.

Tibet Snow

It beautifies the skin through cleansing the skin naturally and leaves it soothing, soft and bright.

Tibet Lip gel

An addition of extra moisturizing and emollient agents with pure jelly and mineral oils makes this
product neat all day long protection against cracking and chapping and of the lips in the dry winter
season.

Tibet Talcum Powder

Tibet Talcum Powder is sifted through silk bloating cloth with 350 meshes. It absorbs moisture,
leaving the skin dry and smelling fresh.

Tibet

Luxury

Talcum

Tibet Luxury Talcum Powder takes care and protects the skin without disturbing its natural pH

Powder

balance.

Tibet Prickly Heat Powder

By absorbing excess perspiration it soothes heat irritation quite instantly.

Fair & Care

It gives extra softness and removes harshness from skin.

Fruity Chap Stick

It protects lips against adverse (dry and cool) weather.

Ice cool

It keeps from bacteria, fungal agents and body odor all day long.

Xpert Dish wash Powder

Lemon fragranced Xpert Dishwash powder is a special blend of active ingredients that gives fastest
cleaning action against grease, oils-fat, stains and other deposits without any scratch.

Tibet cold Cream

It is a specially formulated skin care cream with Skin Nutrients, Moisturizing elements and a special
Beauty Oil. This cold cream takes extra care against dryness, skin wrinkling, roughness, and

natures other unkind effects on delicate skin. Regular use ensures skins softness and well
preserved.

PRICE
Price is the exchange rate of the product. In many cases price communicates little more than the
exchange rate. It also communicates status, snob appeal, quality, low purchase risk etc. In case
of soap and cosmetics products price follows Law of demand rules. In this case if the price
increases for the product the demand falls and vice versa. This may be applicable for
undifferentiated products in most of the cases.
In case of pricing of KCCL, they follow the lower pricing strategy and also follow the competitors
pricing strategy. They also follow the product variety strategy.
Price lists of KCCL products are given in below:
Table 2: Price List of KCCL Products
Name of the products

weight

M.R.P

A.

Laundry soap

Tibet 570 Soap

130 gm

Tk. 12.00

Tibet Laundry Soap (G+B+Y)

130 gm

Tk. 13.00

Tibet Ball Soap

130 gm

Tk. 12.00

B.

Beauty Care Soap

Tibet Beauty Care Soap

40 gm

Tk. 7.00

Tibet Beauty Care Soap

50gm

Tk. 10.00

Tibet Beauty Care Soap

75 gm

Tk. 15.00

Tibet Beauty Care Soap

00 gm

Tk. 20.00

Bectrol Family Health Soap

70 gm

Tk. 10.00

Health Soap
7

Bectrol Family Health Soap

70gm

Tk. 10.00

Bectrol Family Health Soap

100 gm

Tk. 17.00

Ice cool Soap

75 gm

Tk. 16.00

10.

Sandalina Soap

75 gm

Tk. 18.00

C.

Coconut Oil

11.

Tibet coconut oil

D.

Snow/Cream/Lotion

12

100 ml

Tk. 33.00

Tibet snow

50 gm

Tk. 35.00

13

Fair & Care Fairness Cream

50 gm

Tk. 50.00

14.

Tibet Petrolium Jelly

15 ml

Tk. 15.00

E.

Fruity Chap Stick

15

Fruity Chap Stick (Blister)

4.2 gm

Tk. 30.00

16

Tibet Lip gel

10 gm

Tk. 18.00

17

Tibet Baby Lotion

50 ml

Tk. 35.00

18.

Glycerine

60 gm

Tk. 30.00

F.

Dental Cream

19.

D-Dental Cream (W+G)

45 gm

Tk. 19.00

20.

Tibet Tooth Powder

40 gm

Tk. 10.00

G.

Saving Cream

21.

Genstar Shaving Cream

100 gm

Tk. 40.00

H.

Powder

22

Sandalina Sandal Talc

100 ml

Tk. 35.00

23

Prickly Heat Powder

100 gm

Tk. 32.00

24

Tibet Baby Powder

50 gm

Tk. 20.00

Source: sales record of KCCL.

DISTRIBUTION CHANNEL
Distribution system involves getting the right product to the right customer in the right place at the
right time. KCCL has got a very strong distribution network in which the total market is divided
into various sectors according to the geographical location.
Table 3: The Distribution Channels of KCCL.

SL #

Zone

ASM

RM

ADSO

DSO

SSR/SR

TotalField

Distributor

Total

force
Dhaka Zone

Dhaka-1

23

32

Dhaka-2

27

28

37

Dhaka-3

25

33

36

Narayangong

24

30

35

10

99

120

21

141

Sub Total

Mymensing

Gazipur

32

37

42

Tangail

24

29

38

Mymensing

29

35

44

85

102

23

125

Sub Total

Chittagong

Chittagong

37

43

16

59

Comilla

40

48

16

64

10

Noakhali

40

48

16

64

11

Sylhet

36

43

16

59

12

113

135

48

183

Sub Total

Khulna Zone

12

Khulna

35

42

15

57

13

Barisal

35

42

19

61

14

Faridpur
Sub Total

Bogra Zone

29

35

10

45

10

99

120

44

164

15

Bogra

26

33

40

16

Rajshahi

25

30

38

17

Rangpur

28

34

11

45

Sub Total

11

79

98

26

124

Grand Total

16

50

29

475

575

162

737

Source: Department of Management Information System of KCCL

PROMOTION
The aim of the promotional efforts in marketing is to influence potential customers positively
toward the organization and its products so that they will purchase those products. The major
promotional activities for Tibet Detergent Powder of KCCL involve the followings:

Billboard

Delivery Van

Free Premium: KCCL gives some free items with the products. If a person but 500 gm Clean

Master he will get 200 gm free Xpert packet.

Event Promotion: KCCL sometimes arrange program like Ruper Mela for Fair & Care.
Sponsorship: KCCL also arrange some sponsorship programs such as sponsorship at some

school/college program like Vikarunnisa Debate Program, YWCA School Debate Program.
Household Campaign
Sponsorship of some social awareness program
Tibet Detergent lottery Program
Genster Saloon Upohar
Advertising

Advertising refers to impersonal communication about ideas or products by paying identified

sponsor. KCCL pays more attention in advertising because of competitive market. It uses
different kinds of media for advertisement that are:

Print media-Newspaper and Magazine

Live Media- Television and Radio

Outdoor Media-Billboard

The advertisement of KCCL is published in different types of Magazine such as Annondo Alo,
Annondo Dhara, Saptahik 2000, Annodin, The Friday Daily Star Magazine and Binodon. Different
types of TV channels are also used for advertisement which are-BTV, Ntv, ATN Bangla, ETV,
Channel i and Digonto TV.
GLOBAL ACTIVITY
KCCLs global operation is not that much. Only 5% of its total profit comes from export. KCCL
mainly export its product to our neighboring country like India, Pakistan, Nepal. But the company
wants to export their product in other region or countries such as Africa, Middle-East and Central
Asia which is under process.
AN OVERVIEW OF THE DETERGENT INDUSTRY IN BANGLADESH
According to interviews conducted with wholesalers, brand managers and SRs, the estimated
size of the detergent market in Bangladesh in 2009 was worth BDT 617.1 crore. While the
detergent industry is considered by many as relatively mature market, the industry has grown
significantly in the last few years, especially in the upcountry areas of Bangladesh. Table 1
aggregates the size and growth rate of the detergent industry between 2005 and 2009.

Market Size

2005

2006

2007

2008

2009

436.8

474.8

539.5

580.1

617.1

2005-2006

2006-2007

2007-2008

2008-2009

6.4%

7.5%

13.6%

8.7%

Market Growth Rate

Table 1: Market size and growth rate of the Detergent Industry (in BDT crore)
As the data indicates there has been significant growth created from penetration into the rural
and semi-urban, where rising adoption rate of detergent has fueled growth in the detergent
industry. In many parts of the country however, especially in places like Khulna and North Bengal,
detergents prove to unpopular due to the high salinity in the water. Evidently, consumers prefer
using ball detergents such as Tibet 570, Pocha and Wheel Bar for their washing, rather than
detergents. It is to be noted however, that with respect to Jet Detergent. KCCL faces competition
from a wide sphere of alternatives. On the broadest level, the brand competes with ball
detergents, dry cleaners, liquid detergent, and other detergents and washing powders.
Essentially, the differentiation between detergent and washing powder lies in its bulk density and
cleaning process. Washing powders employ oils, which coagulate with the dirt and pulls it out of
the fabric, and this residue precipitates to the bottom of the container. Preparation of detergents
requires a high velocity spray drying mechanism as well. In contrast, washing powder essentially
employs burst technology, where the dirt is pushed out of the fabrics, in the process often

damaging the fabric itself. With respect to the specific competitive sphere for Jet Detergent
Powder, the following figure shows its relative position within the overall industry. However, field
visits and interviews with KCCLs channel partners indicate that the market for Detergents is
highly segmented with respect to price. It should be noted that Wheel dominates the low price
segment in terms of volume, while Surf Excel has the largest share with respect to the high price
premium detergent segment. With respect to the overall market, Jet detergents overall sales
value only accounts for only 4% of the overall industry and Tibet detergent overall sales value
only accounts for only 4% of the overall industry.
RESEARCH PART
INTRODUCTION
The Detergent markets of Bangladesh are developing rapidly now a day. Continuous
improvement of quality, efficient marketing strategies and strong distribution network for detergent
industries have worked miracle for developing a sustained Detergent market of Tk 617 crore in
Bangladesh. The growth came along the footprints of some multinationals that established
dominance through their strong marketing mechanism. A large number of firms produce toiletries
products like toilet detergent, cosmetics and other perfumes. However, only seven firms control
95 % of the market share. These firms are Unilever, Keya Cosmetics, Kohinoor Chemical
Company, Lily Cosmetics, Marks & Allys Ltd., Aromatic Cosmetics Ltd. and Squares Toiletries. An
analysis of market share of soap, cleaning detergent, laundry detergent and detergents of major
cosmetics and toiletries firms in Bangladesh reveals that Unilever Bangladesh plays the dominant
role in the market. Global market researcher ACNielsen recently surveyed that in the year 2006
market of fast moving consumer goods increased by 6.7 percent in Bangladesh while in India
growth was 6.3 per cent. The detergent markets of Bangladesh are developing rapidly now a day.
Now, throughout this internship research has been conducted on gaining the consumer insights
for this brand. Upgraded life style in villages, with detergent being the first preferred laundry input
affordable to all, has led to the tremendous growth of detergent market. Local companies take lot
of marketing activities to hold their current market share as well as grab anothers market
position. To do this Kohinoor Chemical takes marketing plan for detergent so that white detergent
could hold its market share. In recent years, market growth of FMCG including detergent is very
encouraging in rural areas of Bangladesh, finds the market survey by AC Nielsen.
ORIGIN OF THE REPORT
This report is written as a partial fulfillment of the internship program of MBA by A.B.M. Wahid
Murad; Roll No.M0910039, major in marketing, MBA program for Chairperson, Internship and
Placement Committee, Bangladesh University of Professionals.

BACKGROUND OF THE STUDY

Detergent is one of the popular and core product of Kohinoor Chemical Company (Bangladesh)
Ltd. But it was unable to capture the maximum market share than other companies whereas
industry growth rate of detergent is increasing. Now a days wheel detergent & surf excel is
covering more than 70% market share among the all players. The present market share of Tibet
detergent is not acceptable by the management thats why; it is needed to identify the cause of
not increasing the market share of Tibet detergent. In addition to this, it is also needed to identify
why the competitors are doing well. This research paper will highlight the suitable marketing
strategies for KCCL so that the KCCL can promote promotional and other marketing activities
effectively to attract concern customer and can be a profitable business in Detergent Sector.
PROBLEM AND PURPOSE
MANAGEMENT PROBLEM
Tibet is one of the major products of KCCL. Management knows that the quality, price and other
benefit of Tibet Detergent is not very different from competitors but why the market share of this
detergent is not increasing expectedly whereas industry growth rate is increasing. So the
management wants to know how to incrfease the current market share of and wants to launch a
new white detergent powder to increase market share.
Management decision problems for this research are:
1.
Should the quality, price, package, design and shape of Tibet needed to be improved and
reengineered to increase the sell?
2.
Should the market promotional strategies be changed?
RESEARCHER PROBLEM
Researcher Problem refers to find out what types of data and information is needed to be
preparing the work and how it can be obtained in the most suitable way. Researcher problems
are as follows:
1.
To identify the market current share of competitor
2.
To know about customer psychology
3.
To determine the effectiveness of existing promotional activities
4.
Analyze present marketing strategies and formulate suitable marketing strategies of detergent
powder
PROBLEM STATEMENT
Laundry soap used for washing clothes is time consuming and not comfortable way for washing
clothes. Customers prefer for washing their clothes in a more convenient way like it has been
mentioned that, few years ago Kohinoor launched Laundry Detergent under brand name Tibet.
But it was unable to capture the maximum market share than other companies, the reason was
that, it was incapable to compete with the dominant brand wheel power white, surf excel under

laundry detergent category. Furthermore, it was incapable because of its inconsistency in

distribution and lack of product uniqueness. That is why the company has come up with a new
idea and they want to launched a new shaped and designed white detergent powder which
enriched with new ingredients .So here the studying issue is that with the help of indepth
interview researcher need to check out first the existing perception level of consumers about
using and then it will come to the main issue what should be the marketing strategy to compete
with existing market leader. Finally then it will be further anticipating that whether this new
initiatives make the nonuser become user and ultimately will increase the market share for the
company. Since there is a potential for the company (KCCL) to capture the market share of
power white detergent powder.
IDENTIFY THE RELATED VARIABLES
Independent Variables
Consumer promotion
Price perception
Product quality perception
Availability
Dependent Variables
Customer satisfaction
Brand loyalty
OBJECTIVES OF THE STUDY
BROAD OBJECTIVE

To analyze the present marketing strategies and then formulate suitable marketing strategies of
Launching White detergent powder

SPECIFIC OBJECTIVE
1.

To

find

2.

To

3.

To find out the suitable promotional activities followed by the different companies promotion

find

out

out

the

activities

the

demand

perception

of

the

by
analyze

for

detergent

users

about

detergent

different

5.

To

6.

To

7.

To

8.

To find out the present marketing strategies, objectives of other detergent companies.

find
find

out

the
out
the

SCOPE OF THE REPORT

demographic

characteristics

companies

To

out

customers

powder

4.

find

how

powder

the
available

effective
and

suitable

will
(age,

price
places

be
income,

of
for

occupation

detergent
selling

satisfied.

detergent

etc.)

powder
powder

The report consists of mainly two broad parts like- The Organizational part and The Project part:
The Organizational part includes a description of Kohinoor Chemical Company Ltd, its

background, history, organizational structure, financial performance, and description of the services
provided by the Company.
The Project part consists of to identify the demand for , who are the users of Detergent,
compare strategies and objectives of different Detergent Industries and how to and what types of
marketing strategies should be formulated for KCCL.

LIMITATION OF THE STUDY

To achieve the objective it is needed to collect data from outlets who sale . But for time cost

and other limitations only the Dhaka City will be considered for collecting data.
The time of this study required a detailed interview of both consumer and wholesaler

retailer so it may be difficult to getting access them as they are very busy.
This report is the result of 10weeks. This time is insufficient to know all activities of the branch

and prepare the study.

It was very difficult to collect the information from various personnel for their job constraint.
Every organization has their own secrecy that is not revealed to others.

and

BENEFITS OF THE STUDY

The uses of are increasing, so it is important to have an idea about what the consumers of and
their perception about various features of, what are their problem areas, what are their
recommendations. The study helps to know what the present is and what will be the future
demand of white and how to increase users and their satisfaction level. To provide what types of
marketing activities can be formulated.
This research will facilitate KCCL to know the accurate market situation of and what customers
want from the company. It will provide information about marketing strategy. This study will
provide a comprehensive idea to KCCL to develop market share.
RESEARCH QUESTION AND HYPOTHESIS
RESEARCH QUESTION
Question-1: How many people use detergent powder?
Justification: From this question I can come to know presently how many customers are using
detergent powder. This will help me to how to increase detergent powder users.
Question-2: Who are the users of detergent powder?
Justification: From this question I can come to know who are the users of detergent powder are
and we can also know about their gender, income, age and occupation etc. This will help me to
focus or identify the targeted customers.
Question-3: What are the present marketing strategies, objectives or practices in different
detergent companys for washing facilities?

Justification: From this question I can know that there are different types of detergent
companies offering washing facilities, what are their marketing strategies, objectives are
practicing. This will help me to compare strategies and objectives with each other and KCCL can
formulate suitable marketing strategies.
Question-4: What is the demand for detergent powder?
Justification: From this question I can come to know the current demand for detergent powder
and can identify the potential detergent powder users.
Question-5: What will be the price of detergent powder?
Justification: This answer will help me know about customer perception about price of detergent
powder.
Question-6: Why people use detergent powder?
Justification: From this question I can get what are the reasons (for better cleaning, gentle on
clothes etc.) for that people use detergent powder.
Question-7: What types of advertisement or promotional activities should be carried out?
Justification: From this question I can come to know what types of advertisement will be more
effective such as print media, live media and campaign.
Question-8: What will be the features and facilities those increase customers satisfaction?
Justification: From this question I can come to know how to increase customers satisfaction.
The features and facilities may be availability, packaging and quality,

price of purchase,

promotional activities etc.

RESEARCH HYPOTHESIS
Hypothesis-1:
At 95% confidence level
Null Hypothesis Ho: More than 45% people would not like to use detergent powder.
Alternative Hypothesis H1: More than 45% people would like to use detergent powder.
Hypothesis-2:
At 95% confidence level
Null Hypothesis (Ho): Less than or equal to 50% consumers look for quality while Purchasing
detergent powder
Alternative Hypothesis H1: More than 50% of consumers look for quality while purchasing
detergent powder
Hypothesis-3:
At 95% confidence level

Null Hypothesis (Ho): Less than or equal to 50% consumers look for Packaging (attractiveness,
size etc) while Purchasing detergent powder
Alternative Hypothesis H1: More than 50% of consumers look for Packaging (attractiveness, size
etc) while purchasing detergent powder.
Hypothesis-4:
At 95% confidence level
Null Hypothesis (Ho): Ho: 0.75 Low price will not increase customer satisfaction.
Alternative Hypothesis (H1): Ho :> 0.75 Low price will increase customer satisfaction.
Hypothesis-5:
At 95% confidence level
Null Hypothesis (Ho): Ho: 0.60 Promotional activities will not increase detergent powder
users.
Alternative Hypothesis (H1): H1 :> 0.60 Promotional activities will increase detergent powder
users.
Hypothesis-6:
At 95% confidence level
Null Hypothesis (Ho): Ho0.80 customers income less than 5,000 tk does not use detergent
powder.
Alternative Hypothesis (H1): H1>0.80 customers income more than 5,000 tk uses detergent
powder.
RESEARCH METHODOLOGY
This section will describe how the research will be proceeding. More specifically this section
describes about the target population, sample frame, sampling technique, data testing procedure
etc.
Type of Research
The research is an applied one because it provides solution. It aims to find out the specific
information needed by KCCL regarding their laundry. The study in this paper is not a causal one
because it is not aimed at finding out the cause and effect relationship amongst the relate
variables. The data collection and findings will be mainly basing on quantitative method and for
interpretations and recommendations qualitative approach will be followed.
Basic Research Method
The basic research method in this study will be survey method initially will be carried out to get
the information of investment on laundry detergent of different detergent companies existing in

Bangladesh which are existing in the market. As experiment study is costly so it will not be
undertaken.
Sampling Plan
Sampling is almost to do a complete census of most population. A properly designed sample is
more efficiently managed, less costly and can provide the level of information necessary for the
desired objectives. In this case data will be collected from employees of Kohinoor Chemical
Company and also from the retailers and consumers of laundry detergent powder of Dhaka city.
The steps followed in the sampling design are briefly discussed in the following:
Target Population
Target population is the entire number of people those are considered as a part of the research.
As the broad objective of this research is to analyze the present marketing strategies and then
formulate suitable marketing strategies of new product white detergent powder thats why the
target

population

for

this

research

is

company

owners,

company

employees,

retailers/wholesalers and consumers of laundry detertgent powder. Due to time and resources
constraints the retailers and consumers of Dhaka city are considered as our population.
Sampling Frame
Sampling frame provides a base for the selection of the sample. A complete list of all the units of
the population is called the sampling frame. A unit of population is a relative term.
The sample frame for this research consisted of shoppers (mainly house wives) at different
shopping centers and stores etc, and also the parents of school children were included. In the
shopping centers the researcher surveyed the people who seemed to be the most appropriate
respondent for this kind of survey. The parents of kindergarten students, who spend time waiting
for their kids outside the schools, were also surveyed, because they usually have a lot of time to
spare and can give valuable inputs. For retailers superstores and kitchen markets of Dhaka city
will be visit. Due to time constraints the survey was conducted in Dhaka city only.
Sampling Technique
The research will be based on probability and also non-probability sampling method. Out of the
probability sampling methods, random sampling will be used. Because in case of knowing the
customer satisfaction, the population is very large and there is an equal and known chance of
being selected for each member of the populations. And after that judgmental or convenient
sampling method will be followed from the random sampling.
Sample size determination:
Simple Random Sampling procedure has been used to draw samples from population. The
sample size has been calculated by using the following formula

Sample size for the consumers of Dhaka city:

Z2pq
n=
d2
Where,
n = Sample size
Z = the confidence level in standard error units, at 90% confidence level it is 1.64
p = estimated proportion of success, here population proportion is taken as 50%
q = estimated proportion of failure (1-p), here it is 50%.
d=Precision level (10%)
1.64^2 X 0.5 X 0.5
n =
0.10 ^2
= 67.24
= 67(Rounding the value)
So the actual consumer sample size of this formula is 67 persons.
Sample size for the Retailers of Dhaka city:
Z2pq
n

=
d2

Where,
n = Sample size
Z = the confidence level in standard error units, at 90% confidence level it is 1.64
p = estimated proportion of success, here population proportion is taken as 50%
q = estimated proportion of failure (1-p), here it is 50%.
d=Precision level, Here it is 10%
So the actual Retailer sample size of this formula is 67 persons