MKT 10007 Fundamentals of Marketing Assignment 1: "What is Marketing?" Product: Anti-Bacterial Liquid Handwash Name: Ahmed Tarek AbdelRaouf Bahloul ID: 100089038 1. Introduction: This report was shown to exhibit and demonstrate my comprehension of the four "Ps" of the marketing mix regarding a purchase under RM 20 I bought recently. This report features how the four Ps are used by brands to persuade consumers. 2. The Product Category The item chosen for this study is liquid handwash, LIFEBUOY Anti-Bacterial Handwash. These fall under the category of personal care and personal hygiene products. This product can be further categorized in the subcategory of bath and body or skin care as well as in the subcategory of cleanser. New C'S 100% Recyclable Bottle Lifebuoy Antibacterial Handwash total protect Advanced Germ Protection Formula" Page 1 of 4
3. The 4Ps 3.1 Product The product contains micro moisture serum that leaves skin softer and smoother. The colour of the product is a yellow liquid. Consumers would like to purchase this product for, firstly, liquid hand washing is essential to every household item. Secondly, because the product kills a range of germs and helps keep hands hygienically clean. Lastly, because the product deeply helps to clean and protects skin against disease-causing germs. Antibacterial hand wash is used for cleansing hands from bacteria and harmful germs. Available in a white square bottle with a curve with a pump on top of the bottle, customers would be attracted by its colourful colouring. This is successful as the product is lightweight and easy to use and the packaging successfully expresses these themes. 3.2 Place Antibacterial handwash is commonly available everywhere, from supermarkets and small shops and pharmacies, making it much easier to reach. As for me, I bought mine online from Watsons. It is a retail and online website. Because of the ease of access available to me, I choose to use the website rather than the actual stores. Shipping fees are small and online rates tend to be lower than in-store costs. A basic product that I wanted to buy, and a whole range of choices, made it possible for me to make an accurate and thorough choice. This is useful as it helps me to compare brands and rates that might not be available in-store at times. 3.3 Price As of 10 September 2020, the antibacterial handwash brand Lifebuoy is available on the Watsons website for RM 4.83 per 200 ml pack. Now, although other handwash antibacterial brands are available, such as Watsons, Dettol, and Antabax, they do not provide the same value for money as Lifebuoy. As of 10 September 2020, Watsons are classified at RM15.90 for 200 ml per bottle, Dettol at RM7.25 for 250 G per bottle, and Antabax at RM6.00 for 220 ml per bottle. Since customers are usually looking for value for money, I think that Lifebuoy is an obvious option Page 2 of 4
because of its extremely low price relative to its competitors. Therefore, I think that the low