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Bonus Tristar: Affordable Detergent Strategy

1. The document discusses the marketing strategy of Bonus Tristar washing powder, which is produced by Colgate-Palmolive for lower-middle income families. 2. The target market is identified as housewives aged 20-50 from poor Asian families, with a focus on geographic areas with lower-middle class consumers who cannot afford expensive detergents. 3. Bonus Tristar positions itself as a low-cost product that provides the same quality as more expensive powders, targeting price-conscious customers. The overall positioning strategy is to make an affordable washing powder for lower-income individuals.

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Yahya Zafar
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628 views2 pages

Bonus Tristar: Affordable Detergent Strategy

1. The document discusses the marketing strategy of Bonus Tristar washing powder, which is produced by Colgate-Palmolive for lower-middle income families. 2. The target market is identified as housewives aged 20-50 from poor Asian families, with a focus on geographic areas with lower-middle class consumers who cannot afford expensive detergents. 3. Bonus Tristar positions itself as a low-cost product that provides the same quality as more expensive powders, targeting price-conscious customers. The overall positioning strategy is to make an affordable washing powder for lower-income individuals.

Uploaded by

Yahya Zafar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

MARKETING ASSIGMENT

MUHAMMAD YAHYA BIN ZAFAR AND ZULQARNAIN


DATE: 10 June 11, 2020
SUBMITTED TO SIR MUZAMMIL SATTAR

Bonus Washing Powder


Introduction:
Bonus Tristar is the product of All Colgate- Palmolive Company. It is a Worldwide based
American company which mainly focus daily consumer product like Toothpaste and washing
powder etc. The primary concern of the company is production and then distribution of the
following categories
1. Household
2. Health Care
3. Personal care product.
The company also famous in industry of Pet food product and operates under a name of Hill Pet
Nutrition.
The product Bonus Tristar is made for lower middle-class income family. Which provides more
quantity in a same price or we can say same in quantity in less price by maintaining the same
quality.
MARKET SEGMENTATION:
Keeping in view of consumer market segmentation we have analyze the following
Geographic Segmentation:
• Particularly focuses on lower middle-class housewives
• It is for those people who can’t afford high price detergent
• It is for those people who can compromise on low quality washing
Demographic:
It triggers the following demographic qualities, age between 20 to 50, gender female,
housewives, especially poor Asian families.
Psychographic:
In Psychological perspective the following attributes are observed.
Social Status: Middle class or lower middle-class low-income families
Lifestyle: Families who can rely on low quality money saving products
Behavioral: The usage rate is everyday use product, Loyalty status is more quantity in low price,
the user status is lower average class housewives and hostelers.
TARGET MARKETING:
MARKETING ASSIGMENT
MUHAMMAD YAHYA BIN ZAFAR AND ZULQARNAIN
DATE: 10 June 11, 2020
SUBMITTED TO SIR MUZAMMIL SATTAR

Undifferentiated Target Marketing: Bonus Tristar used the strategy of good quality washing
by comparing it with expensive washing powders.
Differentiated Marketing: Bonus Tri-Star used the lower price factor as a differentiated
marketing strategy.
Concentrated Marketing: The concentrated strategy of bonus is, it targets poor class people
covering large share of a smaller segment.
PRODUCT POSITIONING:
In term positioning the following attributes or image of bonus Tri-Star is observed in consumer
minds.
1. The product is Low cost
2. Same quality as expensive powder
3. Best for lower income family
Competitive Advantage: Because of so many washing powders with same quality Bonus Tristar
got competitive advantage over price from other being offering same quality with lower price.
However, there are other washing powder offering same product in low price but Bonus cover
large share of market because of excessive marketing budget.
Overall Positioning Strategy: The Overall Positioning strategy of Bonus Tri-Star is to make a
Washing powder affordable to lower class people with the same quality as expensive one and
covering large portion of market share in low income segment.

POSITIONING MAP.

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