THEINGI

Industry Profile
Industry Brand Company Head office Detergent Fuji Shwe Thazin Co., Ltd 17/18 Bogyoke Aung San St , Boho Si Housing ,

Lanmadaw Township , Yangon Industry zone Other brand 42/38 Kanaung 1st St , Industrial Zone (1) Shwe Pyi Thar Fuji Soap , freshest Soap , Phyu Phwe Detergent liquid,

B-One Detergent Cream Shwe Thazin Symdicate Ltd operates Fuji Soap and detergent cream the hotel and tourism industry, investment business and international standard sweaters. Fuji brand soap and cream is manufactured by Japan formula. It innovates as the first and the best in Myanmar. Fuji is the market leader Oki , Yuki are the challengers. Posi ,Oshin liquid Soap is the follower. It is differentiated by cream the not detergent powder in Myanmar. So, it is High Quality Cream Soap. It is better 3 times than other washing detergent. 4p Product Price Place Fuji Penetration Pricing As distribution strategy is intensive , customers can buy at volume and low value product .

any place .It is high Promotion -

Segmentation
The act of dividing the market into specific groups of consumes who share common needs and who might separate products and for marketing mixes.

Bases for segmentation

(I ) Geographic all over the country (ii) Demographic 1

THEINGI Sex Age Income (iii) Psychographic Relates to the individual person who use FUJI cream in practice XXXX X XXXX X XXXX X XXXX X XXXX X XXXX X Market Selection Yangon Mandalay Naypidaw Detergent Cream Detergent Liquid Soap Full market coverage ( ii ) Differentiation Fuji have differentiated maketing that produces the various size of products to be tailored to segment needs. XXXX X XXXX X XXXX X XXXX X XXXX X XXXX X XXXX X XXXX X XXXX X XXXX X XXXX X XXXX X women, girls, housewives from low level to high level

over 15 years

Targeting
The act of developing measures of segment attractiveness and selecting one or more of the market segments to enter. ( i )Targeting -

Positioning

Positioning is the act of designing an offer so that it occupies a distinct and valued place in the minds of the target customer. (i)Positioning Exclusive . Baxter . Heinz Low price .Fuji .Yuki . Oki . Top Convenient . Oshin (ii)Positioning Statements 2 High price

THEINGI To Perfect wives and ladies who what the high quality cream, Fuji gives its efficiency that is three time better than ordinary laundry soap . Strategy Ansoff s four Strategic Options Product Existing New Existing Market New Fuji have used all four strategies by Ansoff Model (a) Market penetration with the used (b) Market Development Taunggi, Naypidaw, (c) Product Development (d) Diversification Package - Increased sales trough various produce size - Greater distribution on Yangon, Mandalay, Mygway , Bago etc. - New container Super Quality Blue fuji B- One cream - International std sweaters - Travel and tourism - Manufacturer of plastic packages - price discount for wholesales - Primotion to existing customers by exchanging

Porters five forces Analysis

Threat of New Entrant

Nature of Competitive activity

Supplier Power

Buyer power

Penetration Low Risk( 1) Market Developme nt Medium Risk (2)

Product Developmen t Medium Risk (4) Diversificati on High (16) Risk

Substitute (i)New Entrants Tow powerful brand Oki and Yuki have entered the detergent market. Other small new entrants are Top and Posi. 3

THEINGI (ii) Buyer power Key buyer for Fuji are house wives and ladies. (iii) Supplier power Washing powder and soap liquid can b substituted. There are powerful brand names such as E-lan , Win , That Thar, O Shin , Phwe and Top. (iv) Supplier Power The key raw material for detergent cream are chemical compounds and perfumes. (v) Competitive rivalry There is no significant difference in prices with its competitors. But Fuji have the large sale force among detergent market.

The Promotion Mix (Communication Mix) Advertising

Media - TV, Radiol, FM Paper - Journal , Magazine , Newspaper, Yangon Directory Indoor Poster in the shops Outdoor- At their distribution cars

Personal Selling
Received the orders at the head office and it is distributed outdoor with its sales represtatives .

Sales Promotion
The company follow the push system for the distributors like discount on total purchase amount and pull system for their end users by exchanging used container.

Sponsor - Art ( Entertainment Song Competition )

Their objective is both long term and short term . Their target audience is ladies and housewives. They choose the best channels for their products with their budget. 4

THEINGI Their message is informative The first and the best FUJI Soap and Cream in Myanmar.

Promotion Plan for Fuji Detergent Cream (2010-2011) Time Task Advertisin TV g Magazine FM Radio Personal Selling Sale Promoton Distributi onwith cars TV,FM Channel Target Audien ce Ladies and wives Wholesalers Messag e White And Clean Get Discoun t Exchan ge With Used Contain er Quarte r1 Quart er2 Quarte r3 Quarte r4 Bud- Respon get si ble person 10% Marketi of ng sales Selling and distribu tion Marketi ng

20% of sales 10% of sales

Wholes a-lers and End users