Sales Development and Point of Sales Materials Allocation Practices of RSPL Health BD: A hands-on Initiative of Ghari & Uniwash Detergent Powder Marketing and Sales Wing

Abstract

RSPL Health BD Ltd., a subsidiary of RSPL Group India, started their operation in Bangladesh at the first quarter of 2013 but their mother product was officially launched at the second quarter of 2014. For the past seven years, "Ghari Detergent" has been the market leader in India, ahead of Ariel, Rin, wheel. However, the situation in Bangladesh differs slightly from that in India. "Ghari Detergent" was one of the first products to be effectively introduced into the Bangladeshi market via a very depth marketing (through BTL only). Ghari Detergent is ranked second in the detergent market. In April of 2017, this organization has launched "Uniwash," a new Mid category detergent in Bangladesh to compete with RIN. The company uses the same BTL marketing method for this product, but in a different way. Uni wash was created to fight back with the RIN and for taking the marketing share from the mid category detergent sector. As a marketing intern, I had the opportunity to work with both Ghari and Uniwash and gain significant expertise in the Bangladesh detergent market. The nationwide launch program was extremely beneficial in gathering market data across the country and improving practical abilities. Uni Wash detergent powder was introduced in response to BTL (Below the Line) activation campaigns. Ghari is now a stablish brand in Bangladesh so that is why their totally focusing on Uni Wash's marketing strategy consisted primarily of BTL activations, with some outdoor initiatives (BP: brand promoters) thrown in for good measure as well as walking with two strong legs. This study is based on the experiences of various phases of work during the fight back to the Giant competitors (RIN) through the POSM activations as well as a market analysis of the product. The report will detail the many strategies used by this company to develop a market for both of their products. I've largely worked on POSM activations and BTL parts, I'll be discussing my thoughts on the this for both of the detergent products of this company.