The growth came along the footprints of some multinationals that established dominance through their strong racketing 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 Milliner, Key Cosmetics, Chinook Chemical Company, Lily Cosmetics, Marks & Allays 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 Milliner Bangladesh plays the dominant role In the market. Global market researcher Canticles 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 another’s market position. To do this Chinook Chemical takes marketing plan for detergent so that white detergent could hold Its market share. In recent years, market growth of FMC Including detergent Is very encouraging In rural areas of Bangladesh, finds the market survey by AC Nielsen.
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 increase 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 reengineering to increase the sell? 2. Should the market promotional strategies be changed?
Customers prefer for washing their clothes in a more convenient way like it has been mentioned that, few years ago Chinook 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 in-depth 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 further anticipating that whether this new initiatives make the nonuser become user and ultimately will increase the market share for the company.
To find out the perception of the users about detergent powder 3. To find out he suitable promotional activities followed by the different companies promotion activities by different companies 4. To analyze how customers will be satisfied. 5. To find out the demographic characteristics (age, income, occupation etc. ) 6. To find out the effective price of detergent powder 7. To find out the available and suitable places for selling detergent powder 8. To find out the present marketing strategies, objectives of other detergent companies.
