Marketing strategy of RSPL Health BD Ltd. for launching Uniwash

Abstract

RSPL Health BD Ltd. is one of the organizations of RSPL Group India which is running in Bangladesh from 2013. “Ghari Detergent” is one of the first products launched by this company in 2014 in Bangladesh. In India, “Ghari Detergent” is the market leader for 7 years in ahead of “Nirma” and “wheel”. But in Bangladesh the scenario is little different than India. “Ghari Detergent” is one of the first product which is successfully entered in Bangladeshi market through BTL (Below the line) marketing. The position in detergent market of “Ghari Detergent” is four. This organization recently launched a new semi premium category detergent in Bangladesh named “Uniwash” in mid-April of 2017. The organization follows the same marketing strategy (BTL) for this product in a different way. Uni wash was launched addressing a certain gap in the market. As a Marketing intern I was given the opportunity to work for the Uni Wash launching program and gather valuable experience of the detergent market of Bangladesh. The nationwide launching program helped a lot to gather market information of the whole nation and upgrade practical skills. Uni Wash detergent powder has been launched following the BTL or Below the Line activation programs mostly. The market strategy for Uni Wash was mostly BTL activations with slightly ATL activation and outdoor programs. This report is built up with the experience of different phase of work while launching “Uniwash” and also after market analysis of the product. The report will show the different strategy this organization follows to create a market for their new product. As I have worked for the BTL parts mostly I will be describing my views regarding the BTL for “Uniwash” launching program.